Making Digital Media Work for Your Business


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The following is a presentation given by David Friedman on Digital Media as it relates to your business. Topics discussed include search engines, social media, accountability and ROI.

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Making Digital Media Work for Your Business

  1. 1. T: 617.266.9166<br /> <br />Making Digital Marketing Work for Your Business<br />Delivering Measurable Results<br />Presented by: David Friedman<br /> President, Founder<br /> Boston Logic Technology Partners <br />
  2. 2. Ready Set Go<br />Where are we? / How did we get here?<br />New Paradigms<br />Strategies<br />Search Engines<br />Social Media<br />Accountability and ROI<br />Case Study<br />Q & A<br />
  3. 3.
  4. 4. Timeline<br />Email invented ~1973<br />Public WWW ~ 1993<br />IM became popular ~ Mid 1990’s<br />Search engines as portals ~ Late 1990’s<br />PPC patented in 2001<br />SPAM Explosion ~ 2002 - 2004<br />Social media explosion ~ 2002 -><br />Friendster ~ 2001 (Dead)<br />Linked In ~ 2002 (Still going strong) <br />Myspace ~ 2005/6 (Dying)<br />Facebook ~ 2007/8 (Still going strong) <br />Twitter ~ 2008/9 (Still going strong) <br />Video becomes popular ~ 2004/5 -><br />Blogging explosion ~ 2005 -><br />Wordpress downloads, 1.5MM – 2006 | 3.8MM – 2007 | 20MM+ - 2010<br />Social bookmarking ~ 2006 -><br />Smartphone ubiquity ~2008 -><br />Social Media becomes most common activity on the web 2010 <br />
  5. 5. Times Have Changed<br />70% more investment in social media marketing<br />Econsultancy, ExactTarget<br />93% of people expect companies to be on social networks<br />2009 Cone Survey <br />33.2 billiononline videos watched in December<br />comScore<br />53% of hiring manager conduct background checks on Social networks<br />Facebook is the most visited site on the web!<br />
  6. 6. Stats For the Real Estate Market<br />94% use the internet in the home buying process<br />2/3 of home buyers used the internet to search homes first<br />90% of sellers listed their homes on the internet<br />Profile of Home Buyers and Sellers 2009<br />
  7. 7. New Marketing Paradigms<br />It’s not about the company, it’s about the customer<br />Message replaced with conversation<br />Pull vs push<br />Content is King!<br />Media is cheap or free<br />Long Tail<br />Accountability<br />
  8. 8. Who was the Times Magazine Person of the year 2006 <br />You!<br />
  9. 9. The Long Tail<br />
  10. 10. many media<br />Website<br />eNewsletters<br />Blogs<br />RSS<br />Facebook<br />Twitter<br />Linked-In<br />Digg<br />Reddit<br />Your audience can consume your message through many sources<br />Repurposing and syndication of content<br />
  11. 11. The outbound message has been replaced by a conversation<br />Sociology and technology<br />Fosters Dialogue<br />Fosters relationships<br />Internal Syndication<br />User generated content<br />Cheap<br />
  12. 12. Push vs. Pull<br />Push is out. Pull is in!<br />Email - Push<br />WWW - Pull<br />IM - Push<br />Search engines - Pull<br />Text message - Push<br />Blogging - Pull <br />Social media - Pull<br />Permission Marketing<br />
  13. 13. Content Is King!<br />Technology is highly accessible and/or free<br />Strategy is extremely important but a small piece of the effort.<br />Repurposing and Syndication<br />Rich content<br />
  14. 14. Don’t Promote: Educate!<br />Balance Self-Promotion + Value Contribution<br />
  15. 15. Black Box<br />Toss money into the box and hope that business comes out on the other side.<br />Customers<br />Leads<br />
  16. 16. Black Box Becomes Transparent!<br />Divert your budget to the media that work!<br />Use the indicators to hone your campaign<br />Achieve a superior return on your marketing dollar!<br />Optimize!<br />Customers<br />Leads<br />
  17. 17. Search Engines<br />T: 617.266.9166<br /> <br />
  18. 18. Search Engines<br />
  19. 19. A revolution in marketing<br />Marketing Expenses: <br />Production $$$ + Media $$$<br />Capital Expenditures + Operating Expenses<br />Traditionally: Pay up front for media<br />Newspaper ad<br />Radio time<br />Post Cards<br />PPM<br />Online media:<br />PPC: Only Pay for the effective media<br />SEO: Free medium<br />eMail marketing: Cost/recipient is ~$0<br />Social Media: Free Medium<br />Low production costs<br />
  20. 20. Search Engine Optimization<br />Content<br />New, updated content<br />Topic specific<br />Attract links<br />Code<br /><Head> (Mostly Invisible)<br />Title Tag<br />Description Tag<br />Keyword Tag (Less important)<br /><Body> <br /><H1> Headline Tag<br /><H2> Sub-headline<br />Paragraph Text<br />Bold<br />Underlined<br />Links<br />Link Text<br />Voting/Counting<br />Content Volume/Frequency<br />Keyword Density<br />Keyword Prominence<br />Linking<br />Page 1: CEO <br />Coaching<br />Page 3: CEO<br />Coaching<br />Page 2: CEO<br />Coaching<br />
  21. 21. Long Tail Keywords<br />Keywords: word or phrase that a user types into a search engine to find information that they are looking for.<br />Left: “Head” Keywords<br />Higher search volume<br />more competitive /difficult to rank for<br />Right: “Tail” Keywords <br />Low search volume, easier to rank for<br />Opportunity for niche ranking<br />Head<br />Long Tail<br />T: 617.266.9166<br /> <br />
  22. 22. More Experienced Searchers<br />FACT: A reported 25% of Google searches every day have never been done before.<br />Why?<br />Because we know what we want!<br />Searches getting more specific<br />Want information<br />Want percision<br />Want it quickly<br />
  23. 23. Social Media<br />
  24. 24. Blogs are the Heart of Social Media<br />
  25. 25. Facebook<br />Control your page<br />Pictures<br />Status<br />Feed content<br />Attract followers<br />Join groups<br />Post Events<br />400 Million Users<br />
  26. 26. Linked In<br />Custom URL<br />Avatar<br />Profile<br />Recommendations<br />LinkedIn answers<br />Groups<br />Networking<br />Promotion<br />60,000,000 Users<br />
  27. 27. Social Network Sharing-Do’s & Don'ts<br />
  28. 28. Protect Your Online Brand<br /><br /><br /><br /><br /><br />
  29. 29. Careful What You Say:<br />
  30. 30. ROI<br />
  31. 31. Renting vs Owning<br />Traditional Media<br />Spot TV<br />Radio<br />Pay Per Click<br />Web banners<br />Outdoor<br />Print<br />Search Engine Optimization<br />Social Media<br />Renting<br />Owning<br />
  32. 32. Results Accountable<br />CTR = Clicks / Impression<br />Cost Per Click = Ad Buy / Clicks<br />Conversion Rate = Leads / Visitors<br />Cost Per Lead = CPC / Conversion Rate<br />Cost/like or Cost/follower<br />
  33. 33. Example<br />
  34. 34. Questions<br />
  35. 35. Case<br />
  36. 36. Case<br />
  37. 37. Case<br />