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Digital marketing preso from Tasplan Business Lunch Event - 20/5/10

Digital marketing preso from Tasplan Business Lunch Event - 20/5/10

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  • 1. Me  
  • 2. What’s  good  about  digital?   •   Measurable  and  accountable,  testable,  itera1ve  –  test  it,  tweak  it,  refine  it,  op1mise   •   Targeted  and  tailored     •   Cost-­‐effec1ve  (o?en  free)   •   Interac1ve,  engaging,  immersive,  dynamic,  immediate,  real-­‐1me  (challenges?)   •   Community,  social,  bi-­‐direc1onal,  conversa1onal  –  listen   •   You  can  implement  it!   •   But,  the  consumer  has  all  the  power  
  • 3. Stuff  you  can  use  -­‐  channels   Ad   networks   Ad Rich   Social   SEM   media   networks   networks Podcasts   Comments  /   reviews   Website   Email   Blogging   1-­‐way   Social   Social   news   Widgets   Live   SEO   Webinars   stream   Business   apps   Social  Ads   Microblogging   Image   hos1ng   Livecast  
  • 4. First   •   Fit?   •   Strategic  alignment   •   Commitment  and  resources  
  • 5. Measuring  
  • 6. Listening  
  • 7. Stalking  
  • 8. Measurement  ac1on  plan   Signup to Google Analytics and get www.analytics.google.com tracking code in your website Visit your Google Analytics account - ask “so what?” Set up Google Alerts for your brand, www.alerts.google.com your competitors, key areas of interest
  • 9. Email   •   It  works   •   Built  on  trust  and  value  –  poor  execu1on  can  hurt  
  • 10. Email  –  golden  advice   1.  Deliver  value  –  trade  something   2.  Be  regular  /  consistent     •  Balancing  act  between  mindshare  and  bugging  people   •  Fortnightly  or  monthly  work  best   3.  Be  on-­‐;me   •  B2B:  Tues  –  Thurs,  9:30am  1ll  3pm   •  B2C:  Fri  –  Sun,  5pm  1ll  8pm   4.  From  name  -­‐  #1  factor  in  whether  people  open   •  Familiar,  and  keep  it  consistent       5.  Subject  –  Capture  interest,  don’t  trigger  spam,  and  keep  consistent  formaJng   •  20  –  50  characters     •  Follow  deliverability  rules  (70%  -­‐  80%  don’t  make  it)   •   Smart  copy  –  avoid  spammy  language  (‘sale’,  ‘fee’,  ‘bonus’,  ‘crazy  deal’  etc)     •   Get  added  to  recipients’  address  books     •   Check  out  an1-­‐spamming  regula1ons  (ADMA)   •  2  components  –  variable  +  consistent     6.  Don’t  forget  plain  text  (otherwise  5%  won’t  see  it)   7.  Feed  your  list   •  Segment   8.  Respect  yourself     •  No  unsolicited  mail   •  Stay  on  topic  –  what  they  signed  up  for   •  Add  a  permission  footer  to  explain  why  you’re  contac1ng  them   •  Preferences  -­‐  Give  people  choices  in  how  o?en  they’re  contacted  and  what  for    
  • 11. Email  
  • 12. Email  ac1on  plan   www.mailchimp.com  
  • 13. Social  networks  aren’t  new   Kaixin001 (China) Google Buzz YouTube Yammer Facebook (High School Networks) Plurk Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Foursquare Skyblog Couchsurfing Bebo Gowalla MySpace AsianAvenue, BlackPlanet (relaunch) Tribe.net Gather.com Tumblr Fast.FM Loopt Ravelry Hi5 Renren (China) LinkedIn Facebook (corporate networks) Open BC/Xing Cyworld (US) Netlog (Europe) MyChurch MyHeritage QQ (everyone) Windows Live Spaces Cyworld Flickr, Piczo, Mixi Facebook (everyone) Ryze Facebook (Elite Unis) Twitter StumbleUpon Dodgeball Cafe Mom Meetup.com Orkut, Dogster Nasza-Klasa (Poland) Multiply, aSmallWorld Odnoklassniki (Russia) LiveJournal Friendster Catster Vkontakte (Russia) BlackPlanet Fotolog Hyves Plaxo Yelp Care2 MyLife Vimeo Xanga Taringa (Argentina) MiGente Basecamp Mixi (Japan) (SixDegrees closes) SixDegrees.com AsianAvenue Classmates.com Craigslist
  • 14. Social  content   Op;ons   •   Use  exis1ng  social  plagorms  like  Facebook,  Twiher,  LinkedIn,  YouTube  etc   •   Mix  exis1ng  social  plagorms  with  your  content   •   Create  your  own  online  community   Rules   •   On  their  terms  –  the  customer  has  all  the  power     •   Sophis1cated  users   •   Humanised  brands,  real  conversa1ons   •   Trading  things  of  value  
  • 15. Social  media  strategy   Attract the target group to your community •  Strong common interest •  Make it feel alive •  Incentives to join •  Critical mass
  • 16. Social  media  strategy   Attract the target Get them group to your activated in the community community •  Strong common interest •  Creators (5%) •  Make it feel alive •  Contributors (20%) •  Incentives to join •  Lurkers (75%) •  Critical mass
  • 17. Social  media  strategy   Attract the target Get them Learn about your group to your activated in the members in a community community social context •  Strong common interest •  Creators (5%) •  Members’ preferences? •  Make it feel alive •  Contributors (20%) •  How can you participate? •  Incentives to join •  Lurkers (75%) •  Be close to them? •  Critical mass
  • 18. Social  media  strategy   Attract the target Get them Learn about your Communicate group to your activated in the members in a and engage based community community social context on information in the community •  Strong common interest •  Creators (5%) •  Members’ preferences? •  Gender, age – lame •  Make it feel alive •  Contributors (20%) •  How can you participate? •  Company, job – ok •  Incentives to join •  Lurkers (75%) •  Be close to them? •  Interests – good •  Critical mass •  Behaviour – awesome!
  • 19. Facebook  
  • 20. LinkedIn  
  • 21. Media  sharing    
  • 22. Blogging  
  • 23. What  is  a  blog?   •  A place for regular news, updates and value (at least weekly) •  Simple, relaxed, quick, easy and informal •  A platform to express thoughts, theories and opinions •  A place to build credibility and build a loyal readership •  Somewhere to invite discussion and feedback •  A powerful marketing channel – traffic, relationships, SEO etc What  a  blog  isn’t   •  A hard sell
  • 24. What  should  I  blog  about?  
  • 25. What  should  I  blog  about?  
  • 26. What  should  I  blog  about?  
  • 27. Get  trac1on   Social links Make it easy for people to share your content on their favourite social networks Link out Link to other bloggers – they’re likely to return the favour Link in Clearly link to your blog from your website, social platforms you use, email signature - whatever Invite comments Social content is often viral content Provide a feed RSS feeds are offered up by most blogging services – use them!
  • 28. Blog  ac1on  plan     Visit www.technorati.com - look at a few featured blogs Consider a) do I have something valuable to talk about regularly and b) can I commit to it? Check out www.blogger.com
  • 29. Twiher     •   Microblogging  –  send  tweets  (140   characters  or  less)   •   Live  stream  –  share  and  discover  what’s   happening  in  real-­‐1me   •   Listen  to  what  people  are  saying  about   topics,  compe1tors,  you,  your  brand  etc   •   Build  credibility,  network,  traffic  
  • 30. Twiher  
  • 31. Twiher  
  • 32. Twiher  
  • 33. Social  media  ac1on  plan  
  • 34. Social  media  ac1on  plan   •  Support your objectives •  How will they feed / support one another? •  Reserve your username now
  • 35. 2 audiences Am I in the right Am I in the right place? place? •  Make sense to a human •  Establish themes •  Stay on topic •  Group like content together •  Offer fresh, unique content
  • 36. Discover you •  New customers Find you again •  Repeat customers Word of mouth •  ‘Google it’ Believe you •  Credibility / trust Buy from you!
  • 37. Unpaid ‘organic’ placements Paid placements •  61% of clicks go here •  39% of clicks go here
  • 38. Basics get us 95% of the way there •  Establish intent – define what your pages are about •  Keywords (eg “digital marketing, email marketing, digital strategy”) •  Anticipate what people are likely to be searching for •  Write quality code – clean, spiderable code, support keywords •  Title tag (use keywords) •  Meta description (consistent with title) •  Headings: H1, H2 tags (use keywords and match with content) •  Image alt text (use keywords) •  Link anchor text (use keywords of page pointing to) •  Write quality content – clear, concise, focused •  Keyword density (rich) •  Keyword distribution (linear) •  Make your site go fast – responds quickly to requests •  URLs – descriptive, make sense to a human •  Links – build your link popularity
  • 39. Title Description Keywords Link / anchor text Heading Image alt text Body text
  • 40. Keywords  –  Invisible  to  user,  but   Building  powerful  SEO     helps  Google  determine  what   page  is  about.  An1cipate  what   people  are  searching  for.   <meta  name="keywords"  content="Internet  Filter,   Internet  Filtering,  Web  Filter,  Web  Filtering,  Internet   Blocking,  Internet  Filtering  So]ware,  Internet   Filtering  Appliances,  etc....."  />     Title – What the page is about, and what people are searching for Description – More on what the page is about (displays in search results) Headings – Signpost content Links – Pathways to content Image Alt - Describes image content Body text – Concisely delivers message
  • 41. Do keyword research •  Look at your site •  Look at your competitors’ sites Too specific ‘Boutique Too general Just right accomodation in ‘accomodation’ ‘Hunter Valley the Hunter Valley accomodation’ with pool and tennis’
  • 42. Do keyword research •  Look at the customer environment
  • 43. Do keyword research •  Look at the customer environment
  • 44. Keywords   Title   Descrip1on     The blueprint driving your SEO Short, unique, strong pitch Short, unique and punchy sales argument strategy •  70 characters (about 8 words) •  Accurately describe the page’s content •  Include title and description •  Keywords towards the beginning •  Include all words in the title tag •  24 – 48 words / phrases •  No repeated words •  Keywords towards the beginning •  Be specific and relevant •  Avoid vague words •  Complete sentences •  Try to make unique for each page •  Unique for every page •  About 160 characters •  Repeat any word a max of 4 times •  Make sense to a person •  Repeat words a maximum of 2 times •  Capitalise the first letter each •  Unique for every page word i.e. “Digital Marketing” •  Make sense to a person •  Make sense to a human Headings   Image  alt  tags   Anchor  text   Chunk your content Help Google ‘see’ your images Describe where the link is pointed •  Contain keyword phrases •  1 – 12 words •  Use descriptive anchor text (should •  Repeat no complete phrases •  Describe the image contain keywords for target page) •  2 – 4 words •  Unique for each image •  Make sense to a person •  Relevant to text below •  Include keywords •  Follow a ‘silo strategy’ – group like •  Only use 2 types / levels of information together headings (H1 and H2) URLs   Site content •  Tell your web developer you want ‘clean URLs’ •  250 – 500 words •  Use descriptive URLs •  Use keywords throughout – linear distribution •  Make sense to a human •  Contain words from Title, Description, Keywords etc •  Words rather than numbers •  Make sense to a person •  Use keywords •  Set the context with the first 200 words – get to the point
  • 45. Link-­‐building  strategies   •  Inbound links from sites with good ‘page rank’ (credibility) •  Link out to others – penalised if don’t •  Don’t link to a bad neighbourhood •  Blogging about new content or services •  Engagement objects •  Social media •  Online PR •  Add your business to local / peak body / vertical directories
  • 46. Measure your performance
  • 47. Measure your performance Go to: www.websitegrader.com
  • 48. SEO  ac1on  list   2. Write great content based around carefully-selected keywords 1.  Do your research Don’t forget to ask your customers! Keywords Body / content 3. Speak with your web developer ensure they insert your keywords into code 5. Check how you’re doing •  Search your keywords on Google 4. Create a SEO checklist •  Use tools like Hubspot.com with clear objectives and processes •  Use analytics metrics like referring keywords, conversion rate, etc
  • 49. Local  search   Go to: www.google.com/local/add
  • 50. Bringing  it  together    
  • 51. Bringing  it  together    
  • 52. Follow  me   •   Email:  swoodhouse@in-­‐tellinc.com.au     •   Twiher:  @scohywoodhouse   •   LinkedIn:  www.au.linkedin.com/in/swoodhouse   •   Hypescience:  www.hypescience.com.au    

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