Mike Corak's

1. DIGITAL MARKETING PROGRAM PLANNING Online marketing summit - phx How to Evaluate the Performance of Your Current Program and Prioritize for Return June 2011

2. Introduction & Agenda Agenda Verbal Laser Release & Warm-up Digital Marketing State of the Nation Opportunities to Up-level Your Digital Marketing Performance Q&A (Prize Time) Links and Resources Mike Corak EVP of Strategy, ethology @mikecorak

3. Laser Fine Print

4. Medical Release I (insert name) swear that I will not shoot the presenter, other attendees, or anyone else for that matter, in the eye with my laser. I Accept

5. WARM UP

8. Digital MarketingState ofthe Nation

9. We employ a full suite of digital marketing tactics (website, search, social, email…) YES NO

10. “Yep, we’re already doing that”

11. My companyadequately funds our digital marketing programs YES NO

12. Do you? Budgets have yet to follow consumer time spent with various media

13. I have an integrated digital marketing plan that aligns budget with ROI … YES NO

14. When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it! YES NO

15. Which Tactic Produces the Best ROI? Social Media Display Advertising Search Email Affiliate Marketing Mobile

16. Per the DMA (and Others), It’s Email Followed By Search Search Email 2x the return of search Leading the rest of the pack Source: Direct Marketing Association (DMA) “The Power of Direct Marketing” 2010

17. I am a publisher YES NO

19. 90 trillion emails sent annually

20. 3.5 billion conversations occurring daily

21. 4 billion images on Flickr

22. 2.5 billion images uploaded to Facebook each month

24. The Most Common Digital Marketing Opportunities for our Clients Digital Marketing Health: Measuring Performance of ROI Producers In Relation to the Marketplace and Adjusting Efforts Accordingly Listening: Understanding What Your Target Audience Wants To Improve Relevance and Success Content Marketing: Moving from Advertiser to Authority Digital Marketing Strategy and Planning: Creating a Plan Built for Success

25. Digital marketing health

26. The Foundation: Earned and Owned Media

27. High-Level Competitive Tactical Assessments Example: ethology Market Analysis Report Input: 4 competing site URLs and inclusion on your email list FYI –we can do this for you – see me after Concentrating on tactics with the highest potential for return Content Social Media Search

29. Sycara

30. SEM Rush

31. Web Position Gold

32. Raven Tools

34. SEM Rush

36. Yahoo! Site Explorer

37. Sycara

38. SEM Rush

39. Web Position Gold

40. Raven Tools

43. As for those shiny new objects… Don’t be first to market – learn from others and increase your chances for success Don’t be last to market – leads can really become insurmountable Example: Mobile – View your site on a smartphone. If you can’t see it, 15% of your site visitors can’t either. Create a web friendly version with contact info, directions, popular content (images and text), etc…BUT DON’T START WITH AN APPLICATION!

44. I’d like to take a 10 second break for a FUN Laser-Related activity before moving on… YES NO

45. Laser Tattoo Removal 32

46. Listening

47. I listen to what my customers want online YES NO

48. Build Relevance by Understanding Consumer Vernacular 2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE! 2010: 2x

49. Understand Content Demand in Relation to Your Business Beyond brand, develop a keyword target list to guide your content planning and distribution efforts: Search What keywords perform best beyond brand phrases? What phrases are you targeting? What content is of interest to the public? Your Assets (Website / Microsites / Social / email) What content is most highly consumed? Offline/Brand What are you known for?

50. Understand Content Demand in Relation to Your Business Take topical interest related to your business and listen to consumer conversations for: Points of interest Types of popular content Location of conversations Identify influencers

51. Content Marketing

52. How many journalists/copywriters do you have on staff? Yeah Right +2 1

53. Content Planning Process and Insights Research Topical Areas of Interest Available for Brand Connection Your “One Thing” – What’s Your Brand Promise Outline Your Goals Identify the Team Analyze Target Audience Audit Existing Content Fort Quality and Demand Strategy and Plan: Create Authoritative Content For Consumption and Conversation Starting, News for Industry and Public Awareness, Engage, and Create Interactive Promotions Select Outposts According to Research and Plan Needs Create a Content Calendar Across All Channels Create, Optimize and Distribute Content Measure, Test, Do It Again

54. Social Content Distribution Offsite Content Video: Keyword & Geo-targeted Images: Keyword & Geo-targeted Podcast: Downloadable Audio PPT Presentations: Slide Sharing E-book: PDF of Whitepapers Articles: Content Syndication Press Releases & Newsletters Infographics: Industry Charts Research Reports & Surveys Widgets:Links Embedded Blog Posts: Links Embedded

55. Geo-Targeted Content & VisibilityContent should be targeted both demographically and geographically. Newsletters Press Releases Industry News (RSS) Articles Research Reports Whitepapers Ebooks PowerPoints Blogs Images Videos Podcasts Widgets Infographics FAQ’s Glossary

56. Ongoing Listening, Reporting and Guidance Radian6 Brand Monitoring Reputation Management Topical Trends Content Types Outpost Identification Influencer Identification Social Outpost Reporting Followers Engagement Google Analytics & Offline Site Traffic and Usage Inbound Calls/Contracts

57. Media

58. Does Your Media Plan Utilize Attribution Modeling? YES NO

59. Remember: Display + PPC = Largest Bucket

60. And Holy Smokes! There’s Options!

61. Prioritization of Budget 2. Add Fuel to the Fire 1. Cast the Net (Earned/Owned)

62. Pro-Tip: Be Smart with Your Media! Example:Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)

63. Other Planning Tips – Cross Channel Audience Campaign Research As critical as understanding consumer demand, understanding likely consumer behavior is paramount to any plan. For Social Media, check out Forrester’s Technographic tool: http://www.forrester.com/empowered/tool_consumer.html

64. Digital Marketing Strategy and Plan

65. How’s your plan looking now? GREAT, THANKS FOR WASTING MY TIME WE’VE GOT SOME WORK TO DO

66. Strategy and Plan Development Process

67. Relevance Case Study from Online Marketing Summit 2010 Social Banners Search and Social Interest Locations – GC, Sedona, cities Activities – outdoor Images Website

68. Q&A(Prize time!)

69. Grand Prize Twitter Contest The 3rd person to tweet the following wins some great digital marketing reads: I learned a lot from @MikeCorak of @ethologycom at #OMSPHX – lasers rule!

70. Thank You! Mike Corak EVP of Strategy Mike.Corak@ethology.com 602.840.4343 @mikecorak www.linkedin.com/in/mikecorak Find This Presentation On SlideShare www.slideshare.net/mcorak