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OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline
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OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline

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OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline

OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline

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  • 08/19/09 Copyright 2007 Spur Digital LP
  • 08/19/09 Copyright 2007 Spur Digital LP
  • Transcript

    • 1. Online Marketing Essentials What You NEED to Know! August 10, 2009
    • 2. Agenda <ul><li>Online marketing: strategic overview (25 mins) </li></ul><ul><li>Roles of Online Media (20 mins) </li></ul><ul><li>Social media marketing: why, what, how? (20 mins) </li></ul><ul><li>Workshop: Search / Social Media (35 mins) </li></ul><ul><li>Measurement: making sense of information (25 mins) </li></ul><ul><li>Q&A (25 mins) </li></ul>
    • 3. Strategic Overview
    • 4. New Media is the New Standard <ul><li>Media consumption is changing </li></ul><ul><li>Web (30%) now #2 behind TV in daily consumption </li></ul><ul><li>Customers rely heavily on digital media to make purchase decisions </li></ul><ul><li>Web impacts all businesses </li></ul><ul><li>While only 3% of retail sales are done online… </li></ul><ul><li>Web influences 25% of offline sales </li></ul><ul><li>70% of searchers purchase offline </li></ul>
    • 5. The Control Has Shifted <ul><li>Customers choose when and how they engage </li></ul><ul><li>Applies to us all: B2B, B2C, Non-Profit </li></ul><ul><li>Customers have high expectations: </li></ul><ul><li>They expect to find “it” quickly and easily </li></ul><ul><li>Regardless of device </li></ul><ul><li>They now have unlimited access to information </li></ul><ul><li>Competitors are clicks away </li></ul><ul><li>Customers no longer make rash, emotional decisions </li></ul><ul><li>They do research </li></ul><ul><li>They compare </li></ul><ul><li>They make many visits before taking action </li></ul>
    • 6. Implications for Marketers <ul><li>The bar is being raised </li></ul><ul><li>One-off efforts offer limited value </li></ul><ul><li>Success requires a holistic, integrated approach </li></ul><ul><li>Success requires a strategy </li></ul>
    • 7. Developing a Strategy <ul><li>Components of a Strategic Plan </li></ul><ul><li>Audiences </li></ul><ul><li>Define and segment audiences </li></ul><ul><li>Define their needs and preferences </li></ul><ul><li>Discuss the decision / purchase cycle </li></ul><ul><li>Show where digital is part of the cycle </li></ul>
    • 8. Developing a Strategy <ul><li>Components of a Strategic Plan </li></ul><ul><li>Audiences </li></ul><ul><li>Objectives </li></ul><ul><li>Define objectives </li></ul><ul><li>Increase awareness / interest </li></ul><ul><li>Leads / sales support </li></ul><ul><li>Online sales </li></ul><ul><li>CPA goals </li></ul><ul><li>Customer insights </li></ul>
    • 9. Developing a Strategy <ul><li>Components of a Strategic Plan </li></ul><ul><li>Audiences </li></ul><ul><li>Objectives </li></ul><ul><li>Competitive landscape </li></ul><ul><li>Define and segment competitors </li></ul><ul><li>Summarize positioning and assess site + online marketing capabilities </li></ul><ul><li>Use Compete and Quantcast data </li></ul><ul><li>Assess search visibility </li></ul>
    • 10. Developing a Strategy <ul><li>Components of a Strategic Plan </li></ul><ul><li>Audiences </li></ul><ul><li>Objectives </li></ul><ul><li>Competitive landscape </li></ul><ul><li>Tactics / Requirements </li></ul><ul><li>Define requirements </li></ul><ul><li>People </li></ul><ul><li>Process </li></ul><ul><li>Budget </li></ul><ul><li>Vendors </li></ul><ul><li>Summarize tactics in order of priority </li></ul><ul><li>Site usability / optimization </li></ul><ul><li>Paid media: SEM, Display, Email, Affiliate, etc. </li></ul><ul><li>Social media </li></ul><ul><li>SEO </li></ul><ul><li>Communications: email, sms/text </li></ul>
    • 11. Developing a Strategy <ul><li>Components of a Strategic Plan </li></ul><ul><li>Audiences </li></ul><ul><li>Objectives </li></ul><ul><li>Competitive landscape </li></ul><ul><li>Tactics / Requirements </li></ul><ul><li>Metrics </li></ul><ul><li>Define metrics for measuring: </li></ul><ul><li>Awareness </li></ul><ul><ul><li>Impressions </li></ul></ul><ul><ul><li>Clicks / Visits </li></ul></ul><ul><ul><li>Page views </li></ul></ul><ul><li>Engagement </li></ul><ul><ul><li>% Returning and frequency </li></ul></ul><ul><ul><li>Page views / time spent per visit </li></ul></ul><ul><ul><li>Registrations / Transactions </li></ul></ul><ul><li>Social Media Metrics </li></ul><ul><ul><li>Comments / Mentions / Views </li></ul></ul><ul><ul><li>Sharing / Posting </li></ul></ul><ul><ul><li>Contributing content </li></ul></ul><ul><li>Select those metrics that tie to objectives </li></ul><ul><li>Awareness, consideration, preference, actions </li></ul>
    • 12. Developing a Strategy <ul><li>Components of a Strategic Plan </li></ul><ul><li>Audiences </li></ul><ul><li>Objectives </li></ul><ul><li>Competitive landscape </li></ul><ul><li>Tactics / Requirements </li></ul><ul><li>Metrics </li></ul><ul><li>Expected results </li></ul><ul><li>Translate metrics into Business Results </li></ul><ul><li>Determine value of an Action based: </li></ul><ul><ul><li>close rates </li></ul></ul><ul><ul><li>value of customer </li></ul></ul><ul><li>Use industry benchmarks for forecasting </li></ul><ul><li>Communicate results in terms execs will understand </li></ul><ul><ul><li>Reach / Awareness </li></ul></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Revenue </li></ul></ul><ul><ul><li>ROI </li></ul></ul>
    • 13. Executing Your Strategy <ul><li>Build a foundation to support growth </li></ul><ul><li>Start where you’ll get the best ROI </li></ul><ul><li>Start with your web site! </li></ul>
    • 14. Overview of Online Media
    • 15. $$$ Display Rich, Flash and Static Ads E-Mail House & 3 rd Party email Video Display and Pre-roll Social Tweets, Posts, Blogs, Photos, Videos Search Paid + Natural Online Media Mix… can be overwhelming Affiliate Ad Networks Search Content Portals Social Nets
    • 16. <ul><li>1. Optimize Web site usability and effectiveness </li></ul><ul><li>Good User Experience + Effective Branding + CTAs = $$$ </li></ul><ul><li>2. Social Media marketing </li></ul><ul><li>Engage audiences, build brand, leverage WOM </li></ul><ul><li>3. Search Engine Marketing </li></ul><ul><li>Harvest demand: Engage those who are “in the market” </li></ul><ul><li>4. Email marketing </li></ul><ul><li>Cultivate long term relationships </li></ul>Foundational Approach to Media Site Usability Social Search Email
    • 17. What’s Next? Display Video Blog Mobile Mobile ??? Site Usability Social Search Email
    • 18. How Most View Online Media Mix* $$$ *Was not room to include Comparison Shopping Engines, Contextual Text Ads, etc. Social Networks, Blogs, Photos, Videos Search Paid + Natural E-Mail House & 3 rd Party email Display Rich, Flash, Video, .Gif Ads Affiliate/CoReg Branded / Unbranded
    • 19. How We Should View Online Media $$$
    • 20. Contributing Roles of Online Media Display CPM/CPC/CPA E-Mail CPM/CPA Social ??? Search CPC Affiliate / Co-Reg CPA *Was not room to include Affiliate, Comparison Shopping Engines, Contextual Text Ads, etc. Bold indicates most relevant role for each type of media Stage Search Display Email Aff/Co-Reg Social Awareness Broad terms Targeted ads 3 rd party sends Targeted offers Views / Mentions Interest Narrow terms Retargeted ads 3 rd party sends ___ Sharing / Rec’s Decision Branded terms Retargeted ads 1 st party offers Sales / Leads Sharing / Reviews
    • 21. Email Marketing <ul><li>A Must-Have platform for: </li></ul><ul><ul><li>Direct response offers </li></ul></ul><ul><ul><li>Customer communications </li></ul></ul><ul><ul><li>Branding / thought leadership </li></ul></ul><ul><ul><li>Determining what is of interest to your audiences </li></ul></ul><ul><li>Superior to direct mail in many ways </li></ul><ul><ul><li>Able to segment, test and optimize </li></ul></ul><ul><ul><li>Time to market </li></ul></ul><ul><ul><li>Eco-friendly </li></ul></ul><ul><ul><li>ROI </li></ul></ul>
    • 22. Email Marketing <ul><li>Not without its Challenges! </li></ul><ul><ul><li>Deliverability </li></ul></ul><ul><ul><li>Response rates </li></ul></ul><ul><ul><li>Brand guidelines </li></ul></ul><ul><li>Best practices: </li></ul><ul><ul><li>Use a white-listed Email Service Provider (ESP) </li></ul></ul><ul><ul><li>Develop a plan and calendar </li></ul></ul><ul><ul><li>Test, Test, Test </li></ul></ul>
    • 23. Any Questions So Far?
    • 24. Got Social Media? Are you still on the Fence?
    • 25. How Important is Social Media? Source: UMASSD Center for Marketing Research 2008 80+% lift
    • 26. What Are Companies Doing Today? Source: UMASSD Center for Marketing Research 2008 90+% lift 100% lift 100+% lift
    • 27. Social Media: The Outlook Takeaway: Social Media is THE growth engine for online marketing
    • 28. <ul><li>2. Comparative Advantages </li></ul><ul><ul><ul><li>Word of mouth is #1 influencer of purchases </li></ul></ul></ul><ul><ul><ul><li>90% seek advice before making a purchase (Coremetrics 2008) </li></ul></ul></ul><ul><ul><ul><li>33% who read reviews rely on them for purchase decisions </li></ul></ul></ul>5 Reasons to Embrace Social Media <ul><li>3. Return On Investment </li></ul><ul><ul><ul><li>Among top 100 Brands, those who utilize social media saw 18% lift in revenue (Altimeter / Wet Paint 2009) </li></ul></ul></ul><ul><li>1. You are already Involved in Social Media </li></ul><ul><ul><ul><li>Discussions about your brand are already taking place – usually much more than you think </li></ul></ul></ul><ul><ul><ul><li>If you participate you can shape outcomes </li></ul></ul></ul><ul><ul><ul><li>If you do not participate, they will shape your brand </li></ul></ul></ul>
    • 29. 5 Reasons to Embrace Social Media <ul><li>5. Search Engine Rankings! </li></ul><ul><ul><ul><li>Used properly, social media can have huge impact on visibility in search engines </li></ul></ul></ul><ul><ul><ul><li>See example on next slide or Google “social media business case” </li></ul></ul></ul><ul><li>4. Low Cost Medium for: </li></ul><ul><ul><ul><li>Community relations </li></ul></ul></ul><ul><ul><ul><li>Investor relations </li></ul></ul></ul><ul><ul><ul><li>Employee relations </li></ul></ul></ul><ul><ul><ul><li>Crisis / corporate communications </li></ul></ul></ul><ul><ul><ul><li>Culture: transparency, trust and coolness </li></ul></ul></ul><ul><ul><ul><li>Brand: adds progressive element </li></ul></ul></ul>
    • 30. Case Study: Social Media Drives Search Using social media as a marketing channel, Spur now has 3 of top 4 listings for “social media business case”
    • 31. Social Media / SEO Workshop Case Study Examples of Social Media / SEO Integration
    • 32. Agenda <ul><li>Tactics to Integrate SEO with SMO and Maximize ROI </li></ul><ul><li>How Social Media Directly Affects Search </li></ul><ul><li>How Social Media Indirectly Affects Search (Link Acquisition) </li></ul><ul><li>How to Use SEO to Validate Social Media ROI </li></ul>
    • 33. Social Media Direct Benefits to SEO
    • 34. Social Media Direct Benefits to SEO <ul><li>Some Social Media Directly Affects Search Results </li></ul><ul><li>Search engines are constantly developing more metrics that measure user behavior and user sentiment. </li></ul><ul><li>Social Media is a great resource for search engines to find user sentiment. </li></ul><ul><li>Search Engines are already incorporated social media elements directly into search: </li></ul><ul><ul><li>Bing introducing Tweets from Twitter into search results </li></ul></ul><ul><ul><li>Yahoo pulling in reviews from Yelp </li></ul></ul><ul><ul><li>Google pulling in technology reviews from CNet </li></ul></ul>
    • 35. Social Media Direct Benefits to SEO <ul><li>Social Media Web Pages Can Drive Search Traffic </li></ul><ul><li>Social Media profiles as well as content pages like those found at Squidoo and Wikipedia often rank for related keyword phrases based on the strength of their domain. </li></ul><ul><li>This is especially true of YouTube where pages that host videos can appear in search results as well as video thumbnails. </li></ul><ul><li>Social Media drives brand related search traffic. </li></ul>Yelp appears #4 and Wikipedia #5 for “Virgin Airlines”
    • 36. Social Media Direct Benefits to SEO <ul><li>Social Media Search Drives Significant Traffic </li></ul><ul><li>Properties like Wikipedia, FaceBook, Twitter, LinkedIn and other social media sites all have search functions that are capable of sending significant traffic directly to your Web site. </li></ul><ul><li>Sites in the top 12 of traffic referrers for BusinessOnLine: Blog Stumble Twitter Craigslist Sphinn LinkedIn </li></ul>
    • 37. Social Media Indirect Benefits to SEO
    • 38. Social Media Indirect Benefits to SEO <ul><li>Some Social Media Pages Pass Link Value </li></ul><ul><li>Sites like Squidoo and Mixx are social media platforms that allow you to create links to your site which search engines will count for relevancy. </li></ul><ul><li>Many sites like LinkedIn, FaceBook and Twitter put an “rel=nofollow” tag on most outbound links. This tag causes search engines to ignore the link for the purposes of SEO. </li></ul><ul><li>Use the Search Status Firefox plug-in (or similar plug-in) to identify these links: http://www.quirk.biz/searchstatus/ </li></ul>
    • 39. Social Media Indirect Benefits to SEO <ul><li>Blogging Is a Great Link Acquisition Tool </li></ul><ul><li>Bloggers create more links than traditional Webmasters. </li></ul><ul><li>Bloggers are always looking for relevant things to blog about and link to. </li></ul><ul><li>Some links created by blog comments count in search engines. </li></ul><ul><li>Current Links to the BOL Blog: 350 (main URL) + 416 (vanity URL) = 766 Links </li></ul>
    • 40. Social Media Indirect Benefits to SEO <ul><li>Social Bookmarking / News Sites Are Also Great Link Acquisition Tools </li></ul><ul><li>As mentioned, some of these sites provide direct link benefit. </li></ul><ul><li>They also provide direct traffic. </li></ul><ul><li>Use other social media sites like Twitter to request your peers review your blog posts and vote for you if they feel the quality of your post deserves the attention. </li></ul><ul><li>Additionally, bloggers regularly use these sites as news sources for story ideas for blog posts. </li></ul>
    • 41. Using SEO Validates Social Media ROI
    • 42. SEO / SMO - Return on Investment <ul><li>Measurement is Critical </li></ul><ul><li>SMO measurement is typically done with tools like Radian6 and other software applications that monitor keyword activity across social media platforms. </li></ul><ul><li>This measurement helps to demonstrate the effectiveness of social media in generating “buzz” and sentiment. </li></ul><ul><li>Another way to measure SMO is how it affects search activity. </li></ul><ul><li>New technology allows us to measure which branded search traffic, bookmark traffic and direct referrals have been caused by social media activity (or other non linked digital assets). </li></ul>
    • 43. Example: Online PR Metrics Measurement Tools Output Outtake Outcome # of times picked up, # of bloggers, advertising equivalency Brand monitoring, reputation awareness, influence, Page Rank How many people to site have viewed the PR or blog coverage? How many conversions resulted from the campaign? Google, VMS, Cision, Techrigy, TrackUr, DNA 13, Cymfony, Technorati BuzzLogic, Radian 6, BuzzMetrics (Nielsen), Visible Technologies, Cision, Cymfony, Technorati BusinessOnLine Analytics Enhancement Tool
    • 44. SEO / SMO - Return on Investment <ul><li>New Analytics Capabilities: </li></ul><ul><li>Measure View Through versus Click Through Rates </li></ul><ul><li>Measure How Many Visitors Exposed to Social Media, PR, Videos, Etc. </li></ul><ul><li>Identify the Most Effective Campaigns </li></ul><ul><li>Attribute ROI to Social Media, PR, Videos, Etc. </li></ul><ul><li>Which Campaigns are Generating Search Activity </li></ul>
    • 45. SEO / SMO - Return on Investment <ul><li>Understand the Cost and Value of Links </li></ul><ul><li>Link connectivity is one of the primary ranking factors in Google’s algorithm. </li></ul><ul><li>Buying links is not a recommended SEO practice. </li></ul><ul><li>Many people buy links and there is an established market for link buying. </li></ul><ul><li>Understanding the cost of buying links can help you understand the value of your link acquisition campaign (which can then be tied back to social media efforts). </li></ul><ul><li>In this report, a client had been paying a link broker $25,000 annually for 15 links. </li></ul>
    • 46. SEO / SMO - Return on Investment <ul><li>Understand the Cost and Value of Links </li></ul><ul><li>Link connectivity is one of the primary ranking factors in Google’s algorithm. </li></ul><ul><li>Buying links is not a recommended SEO practice. </li></ul><ul><li>Many people buy links and there is an established market for link buying. </li></ul><ul><li>Understanding the cost of buying links can help you understand the value of your link acquisition campaign (which can then be tied back to social media efforts). </li></ul><ul><li>In this report, a client had been paying a link broker $25,000 annually for 15 links. </li></ul>
    • 47. Summary <ul><li>Integrating SEO with SMO to Maximize ROI </li></ul><ul><li>How Social Media Directly Affects Search </li></ul><ul><ul><li>Some social media sites directly influence search </li></ul></ul><ul><ul><li>Some social media sites can rank well for search terms </li></ul></ul><ul><ul><li>Social media sites have their own search function which drives traffic </li></ul></ul><ul><li>How Social Media Indirectly Affects Search </li></ul><ul><ul><li>Social media is one of the most effective ways to acquire one way, relevant links </li></ul></ul><ul><ul><li>Some social media sites offer a direct link value </li></ul></ul><ul><ul><li>Other social media sites like Digg and Sphinn are instrumental in driving link activity </li></ul></ul><ul><ul><li>Blogging is a great link acquisition tool for a number of reasons. </li></ul></ul><ul><li>How to Use SEO to Validate Social Media ROI </li></ul><ul><ul><li>Different tools in social media measure: Output, Outtake, Outcome </li></ul></ul><ul><ul><li>Understanding the Outcome via new analytics technology allows us to: </li></ul></ul><ul><ul><ul><li>Understand how non-linked assets (social media, PR, Video) cause brand related searches </li></ul></ul></ul><ul><ul><ul><li>Understand which assets are most effective at producing search traffic </li></ul></ul></ul><ul><ul><ul><li>Understand which of these assets is driving the most conversions </li></ul></ul></ul><ul><ul><li>Understand the value of links </li></ul></ul><ul><ul><li>Understand the # of links your SMO is generating and their relative value </li></ul></ul>
    • 48. Questions
    • 49. Measurement and Reporting Making Sense of All That Data
    • 50. Measurement and Reporting <ul><li>The Promise : Web Analytics will measure everything! </li></ul><ul><li>The Problem : it doesn’t. </li></ul><ul><ul><li>Assigning credit to the last click (source of visit preceding an action) is seriously flawed </li></ul></ul><ul><ul><li>Web stats are not always accurate </li></ul></ul><ul><ul><li>External factors impact results </li></ul></ul><ul><ul><li>You can pay salaries with online metrics </li></ul></ul>
    • 51. The New Paradigm for Reporting <ul><li>Look beyond the last click (engagement analysis) </li></ul><ul><li>Measure engagement vs. actions </li></ul><ul><li>Attribute credit for assists </li></ul><ul><li>Develop a model for quantifying ROI </li></ul><ul><li>Take a holistic approach </li></ul><ul><li>Evaluate performance against the market </li></ul>
    • 52. Looking Beyond Last Click (2 examples) Customers don’t make rash decisions. Don’t use metrics that assume they do. To determine what works, attribute credit for the action across all prior touch points. Display Vendor #1 Impression Day: 0 60 30 Search “ Weight loss surgery” Paid Click Search “ Lap Band” Paid Click Display Retargeted Impression E-Mail 3 rd party Impression Search “ ABC Houston” Paid Click / Action Display Vendor #2 Impression E-Mail 3 rd party Impression Display Vendor #3 Impression Search “ Lap Band” Paid Click Search “ ABC Houston” Natural Click Direct Nav Visit / Action
    • 53. Impact of Attributing Credit Chart (actual client data) shows the relative performance of Search, Display and Email when credit is attributed to all engagements vs. the last click By attributing credit for all engagements, 1/3 of actions from Natural Search were credited to Display ads
    • 54. Impact of Attributing Credit Chart (actual client data) shows how Cost Per Action for Search, Display and Email changes when credit is attributed to all engagements vs. the last click CPA for Display fell 90+% from $900 (last click) to $70 (all engagements)
    • 55. Measuring Online Engagement <ul><li>Determine how Actions  Intent </li></ul><ul><li>Forecast how Intent  $$$ </li></ul><ul><ul><li>Some % of those who show Intent will buy </li></ul></ul><ul><ul><li>Do the math and apply across each set of actions </li></ul></ul><ul><ul><li>Use common sense to normalize results </li></ul></ul>Action (retailer) Value Visits Indicates awareness Registrations Indicates consideration Store lookups Indicates preference Coupon Downloads Indicates action Tell A Friend Indicates loyalty
    • 56. ROI Methodology Define Metrics Assign Close Rates Define Value for each action Normalize (average) Values Divide by Cost or investment <ul><li>Such as: </li></ul><ul><li>Visits </li></ul><ul><li>Registrants </li></ul><ul><li>Friend invites </li></ul><ul><li>Coupon D/Ls </li></ul><ul><li>Store lookups </li></ul><ul><li>Forecast: </li></ul><ul><li>What % will purchase? </li></ul><ul><li>Based on actions </li></ul><ul><li>Based on audiences </li></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Prospects </li></ul></ul><ul><li>Project: </li></ul><ul><li>Revenue, Margin, NPV </li></ul><ul><li>Based on action </li></ul><ul><li>Based on audience </li></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Prospects </li></ul></ul><ul><li>Strengthen by: </li></ul><ul><li>Eliminate outliers </li></ul><ul><li>Separate by audience </li></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Prospects </li></ul></ul><ul><li>Net it out: </li></ul><ul><li>Return on Spend </li></ul><ul><li>Return on Investment </li></ul><ul><li>Based on audience </li></ul><ul><ul><li>Customers </li></ul></ul><ul><ul><li>Prospects </li></ul></ul>
    • 57. Purchase Funnel / ROI Model (offline sale)
    • 58. Take a Holistic View <ul><li>Think about how customers make purchase decisions </li></ul><ul><ul><li>What information will they need? </li></ul></ul><ul><ul><li>How will they get it? </li></ul></ul><ul><ul><li>What actions are they likely to take? </li></ul></ul><ul><li>Determine which factors will influence results </li></ul><ul><ul><li>Seasonality, economy, offline advertising, competition </li></ul></ul><ul><li>Define the role online media will play in that process </li></ul><ul><li>Determine what information you need to assess impact? </li></ul><ul><ul><li>Offline data: sales, store traffic, awareness surveys, feedback </li></ul></ul><ul><ul><li>Online data: reach, visits, destination page views, conversions </li></ul></ul><ul><li>For online measurement focus on Engagement vs. Conversions </li></ul>
    • 59. When Measuring Online Results… <ul><li>Recognize you won’t see most of what takes place </li></ul><ul><li>Most results are not directly traceable due to: </li></ul><ul><ul><li>Cookie deletion </li></ul></ul><ul><ul><li>Multiple machines </li></ul></ul><ul><li>Don’t fixate on Source of actions </li></ul><ul><li>Look at big picture </li></ul><ul><ul><li>Create a baseline for comparison </li></ul></ul><ul><ul><li>Be mindful of the seasonal impact </li></ul></ul><ul><ul><li>Agree upfront how to attribute credit </li></ul></ul><ul><li>32% of cookies are blocked / deleted weekly (comScore) </li></ul><ul><li>Multiple machine % increases w/ considered purchases </li></ul><ul><li>Actual % of returning visitors significantly understated </li></ul><ul><li>You lose tracking for +/-50% of online actions </li></ul>
    • 60. Index Results Against the Market Understand trends in your market – use Google Trends as a proxy for Demand. Show your RELATIVE performance. Indexing results vs. Google Trends
    • 61. Questions?

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