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DIGITAL MARKETING INSIGHTS         Researched & created by IQPC for       The Online & Digital Marketing Summit           ...
DIGITAL MARKETING INSIGHTSThis e-book is the definitive guide you need to master the digital marketingchannels of Email Ma...
DIGITAL MARKETING INSIGHTSThis e-book contains insights into the following digitalmarketing areas:• Email Marketing• Searc...
DIGITAL MARKETING INSIGHTSContact:Chichi Osuagwu or Anthony PermalIQPC Middle EastDubai, UAE+971 4 3642975Enquiry@iqpc.ae ...
MASTERING EMAIL MARKETING                                THE EMAIL MARKETING INSIGHTS YOU NEEDBrought to you in partnershi...
WHY EMAIL?    • 80% of Middle East companies use email      marketing as their primary digital marketing      channel    •...
WHY EMAIL?    • The average return on investment for every      dollar spent on email marketing is expected to      reach ...
HOW TO MASTER EMAIL MARKETING         10 INSIGHTS
JARGON• Click-throughs (CTs): these are the email  details of people who actually clicked on a  link in your email campaig...
1. IT’S ABOUT THEM, NOT YOUMany marketers forget that a majority of peopleon their database may never have heard ofthem or...
1. IT’S ABOUT THEM, NOT YOUA typical email layout based on the above:• Begin with a personalised salutation• Ensure the op...
2. K.I.S.S. (KEEP IT SHORT & SWEET)The simple fact is, no one has timetoday to read reams and reams ofmarketing material.R...
2. K.I.S.S. (KEEP IT SHORT & SWEET)• Begin by writing as much copy for the email as you  think you need• Go over the copy ...
3. SUBJECT LINE IS KING• The most important element in your email campaign  is your subject line. That 3 seconds we spoke ...
3. SUBJECT LINE IS KING• Personalise your subject line when you’re able to.  Everyone responds to their name being mention...
4. ASK FOR PERMISSION     • Sending to people who want to hear from you is       the best way to remain relevant, build yo...
4. ASK FOR PERMISSION     • Whether you have an existing list or have       purchased/rented one, send a few ‘opt-in’ emai...
5. TRACK METRICSMetrics are quite simply your audience             talking to you
5. TRACK METRICSAlways track the following in every campaign:• Click-throughs (CTs)• Bounces• Opens• Unsubscribes• Forward...
6. TAILOR YOUR MESSAGENothing makes people feel more special thanreceiving something that speaks to themdirectly, about is...
6. TAILOR YOUR MESSAGE• Segment your list into at least 3 major target  audiences• Tailor your email copy and subject line...
7. P.S. IS BEST• Never underestimate the power of the P.S.  Research shows that 70% of all email  recipients who open an e...
7. P.S. IS BEST• Go over your main email copy and figure out  which is the one key fact you want to remind  the recipient ...
8. INVEST IN SMART TECHNOLOGYInvesting in the right email marketing software will pay off dividends in thelong term, and g...
8. INVEST IN SMART TECHNOLOGY• Almost all good email software providers offer 30-day trial periods, some  even longer if y...
9. PROOF, PROOF, PROOFSurprisingly, even the biggest brands with the bestmarketing and PR companies backing them up havebe...
10. Benefits vs. FeaturesThe most common mistake made by manymarketers when creating emails is they confusefeatures as ben...
10. Benefits vs. Features• List the features of your product or service:  what are the key aspects that make you better  t...
At Click Egypt, we will also be featuring a key session dedicated to integrated use of                                   e...
INSIGHTS FOR SUCCESSFUL SEO                   Mastering the basics            Researched & created by IQPC for            ...
“SEO is only not seen as rocket science  BY THOSE WHO ALREADY KNOW IT”                        Danny Sullivan              ...
SEO (Search Engine Optimization):Tweaking your website’s text, images andlinks so:1. People can find it faster on Google2....
SO HOW DO YOU MASTER SEO?
KEYWORD RESEARCHKeyword research is when you discover  what words people use to search for                   products like...
KEYWORD RESEARCH                                                                            Tips:1.    On a notepad (a rea...
KEYWORD RESEARCH                                    INSIGHT 1:Go to Google, and search for your product as if         you ...
KEYWORD RESEARCH                                   INSIGHT 2:       Sign up for Google Analytics (it’s free!)It allows you...
SIDE NOTE:If you’re enjoying these tips on successful SEO, you may want to gain live adviceand knowledge from the experts ...
Remember your competition  Optimising your website involves more than just your Google ranking: it helps you be           ...
Remember your competition                                                      INSIGHT 3:Try listing your site on the same...
Building good links “Google only loves you when everyone else loves you first”                         Wendy Piersall (New...
Building good links                                                                              TIPS:                    ...
Building good links                                                       INSIGHT 4:              Look up the highest rank...
PRESS RELEASE OPTIMISATION                          What you should know  Optimized press releases show up in search engin...
PRESS RELEASE OPTIMISATION                                                                                  Tips: 1. Remem...
VIDEO SEO Did you know         is considered the 3rd biggest search                                     engine in the worl...
VIDEO SEO                                                             Tips:1. Ensure the title of your corporate or produc...
ANALYSING YOUR SEO RESULTSOnce you’ve invested all this time and effort into SEO, it’s equally important to know how to mo...
EXPERT OPINION“Never expect guaranteed results, or believe those whopromise you that. SEO is not a definitive science, and...
INSIGHTS INTO SOCIAL MEDIA SUCCESS!                          Mastering the basics                     Researched & created...
“Social media is just a buzzword until you come up with a plan”                            Zach Dunn
SOCIAL MEDIA IN THE ARAB WORLD:                   WHAT YOU NEED TO KNOWTOTAL FACEBOOK USERS IN ARAB           TOTAL TWITTE...
SOCIAL MEDIA IN THE ARAB WORLD:                            WHAT YOU NEED TO KNOW           USERS BY GENDER (%)            ...
“A brand is no longerwhat we tell theconsumer it is – it is whatconsumers tell each otherit is.” Scott Cook
SO HOW CAN YOU MASTER SOCIAL MEDIA?
Decide1.   Have you considered that you need to enroll your team into a social media course?2.   Have you received the buy...
Listen1. What is your market talking about?2. What are their concerns?3. What do they want from products   like yours?4. H...
Focus1. You don’t need to be on every social network (Facebook,   Twitter, etc.) at the same time2. Figure out what you wa...
Engage1. Start sharing your opinions, advice and content2. Give your followers & fans (your potential and existing custome...
“You will make mistakes. If you are sincere about helping the community, theLearn                                         ...
MeasureMeasuring the ROI of social media continues to be a hot topic among marketers, whetherin the board room or at indus...
MeasureYou can, however, measure your success in certain ways as follows:1. How many followers/ fans do you gain per week?...
SIDE NOTE:If you’re enjoying these tips on successfulsocial media marketing, you may want togain live advice and knowledge...
Top tips -1. Choose to create a Facebook Page instead of groups. Groups are restrictive2. Let your brand name be the title...
Top tips -1. Choose your Twitter Handle (@yourname) wisely. Try keeping it short as it   takes up space when people retwee...
Top tips -5. Try tweeting or re-tweeting at least once a day if not more6. Don’t worry about numbers of followers. Quality...
Top tips -1. Setup your company profile on LinkedIn and use it as the standard for all   employees on LinkedIn2. Ensure ke...
Top tips -5. You can connect your LinkedIn account to your company Twitter account sothat anytime you tweet something from...
Hone your skillsWant to know how to create and manage a great Facebookpage? Visit this page by Hubspot which explains (wit...
ToolsDownload these great tools to simplify, organise and monitoryour social network presence. Best of all: they’re free!1...
Finally, remember that your social media campaign may be your responsibility to run, but it is owned  by all your employee...
Congratulations!    These are the basics you need for Digital Marketing using email, SEO and                              ...
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The Digital Marketing Guide E-Book

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Master the basic essentials of digital marketing in the areas of email marketing, social media and search engine optimization with this easy to follow guide.

The guide offers insights, tips and how to for anything key area of digital marketing in the above channels!

Published in: Education, Business, Technology

The Digital Marketing Guide E-Book

  1. 1. DIGITAL MARKETING INSIGHTS Researched & created by IQPC for The Online & Digital Marketing Summit 24-28 November 2011, Cairo www.clicksummitegypt.com
  2. 2. DIGITAL MARKETING INSIGHTSThis e-book is the definitive guide you need to master the digital marketingchannels of Email Marketing, SEO and Social Media.Put together through extensive research and analysis of the regional and globaltrends, best-practice and benchmarks, we hope this e-book gives you an idealstarting point for your digital marketing career to take off!If you want to engage with like-minded digital marketers and learn from theleaders in this industry who helped us put together this e-book, join them at ClickEgypt, the Digital Marketing Event this November 24th in Cairo! www.clicksummitegypt.com
  3. 3. DIGITAL MARKETING INSIGHTSThis e-book contains insights into the following digitalmarketing areas:• Email Marketing• Search Engine Optimisation• Social Media Marketing www.clicksummitegypt.com
  4. 4. DIGITAL MARKETING INSIGHTSContact:Chichi Osuagwu or Anthony PermalIQPC Middle EastDubai, UAE+971 4 3642975Enquiry@iqpc.ae www.clicksummitegypt.com
  5. 5. MASTERING EMAIL MARKETING THE EMAIL MARKETING INSIGHTS YOU NEEDBrought to you in partnership with Researched & created by IQPC for The Online & Digital Platinum sponsor of Click Egypt Marketing Summit
  6. 6. WHY EMAIL? • 80% of Middle East companies use email marketing as their primary digital marketing channel • 49% of these companies increased their email marketing budgets in 2011 • Over 71% of mobile internet users in the Middle East rank email as their biggest mobile internet activityThe state of digital marketing in the Middle East & North Africa, by Econsultancy, 2011Survey by Effective Measure & SpotOn Public Relations, 2011
  7. 7. WHY EMAIL? • The average return on investment for every dollar spent on email marketing is expected to reach $44.25 by the end of 2011 • More than 50% of consumers make purchases as a direct outcome of email • It drives more ROI than any other channel including social media and PPC advertisingDirect Marketing Association, 2011; Forrester Research, 2011; Exact Target survey; EConsultancy
  8. 8. HOW TO MASTER EMAIL MARKETING 10 INSIGHTS
  9. 9. JARGON• Click-throughs (CTs): these are the email details of people who actually clicked on a link in your email campaign• ROI - Return on Investment: the profit you make based on the investment put in• Open-rate: the percentage of people who opened your email• Bounce rate: the number of emails that don’t reach the intended recipients because of either incorrect email addresses or domains• Unsubscribes: people who opt-out of receiving your emails
  10. 10. 1. IT’S ABOUT THEM, NOT YOUMany marketers forget that a majority of peopleon their database may never have heard ofthem or their products. This is why it is alwaysbetter to:• Personalise – always begin with Dear Name• Mention ‘you’, ‘your’ and ‘your role’ in your copy, and definitely a ‘you’ in the opening line• Begin with their interests and end with a solution
  11. 11. 1. IT’S ABOUT THEM, NOT YOUA typical email layout based on the above:• Begin with a personalised salutation• Ensure the opening line begins with their concerns and try to mention ‘you’ in there• Summarise the issues they face for which you want to sell your product• Introduce your product but go directly into the benefits it brings to the email recipient• Give them a clear Call-to-Action (CTA), so they know what to do after reading the email• Clearly state your name and contact details
  12. 12. 2. K.I.S.S. (KEEP IT SHORT & SWEET)The simple fact is, no one has timetoday to read reams and reams ofmarketing material.Research has shown that emailscommand approx. 3 seconds of arecipients interest before they goto the next one.If your message isn’t strong enoughin 2 paragraphs, it won’t be strongenough in 10.
  13. 13. 2. K.I.S.S. (KEEP IT SHORT & SWEET)• Begin by writing as much copy for the email as you think you need• Go over the copy when you’re done, removing anything that isn’t talking about the benefits to the recipient• Begin with a single opening line, followed by one or two short paragraphs• Mention the recipient’s issues, your solution, the benefits, and finally• Close with a clear CTA and contact details• Always add a P.S.
  14. 14. 3. SUBJECT LINE IS KING• The most important element in your email campaign is your subject line. That 3 seconds we spoke about earlier? 1 second of that consists of reading the subject line alone!• If you spend an hour writing your email copy, don’t spend 10 seconds thinking up a subject line. Invest time and think about it. It is the only thing standing in the way of the recipient and your email copy.• Think: What one line would make them open this email?
  15. 15. 3. SUBJECT LINE IS KING• Personalise your subject line when you’re able to. Everyone responds to their name being mentioned, whether verbally or in writing• Avoid spam words like: free, buy, win, discount, offer• Remember: those 5 to 10 words are the most important in your entire email campaign
  16. 16. 4. ASK FOR PERMISSION • Sending to people who want to hear from you is the best way to remain relevant, build your reputation and generate great results! • With consumers becoming more careful about what they read, a true permission-based list is more important than ever! • It is very tempting to send an email to thousands of people on a list hoping a few reply with a query. That’s exactly what spamming is. • However, when you send an email to a list of people who ‘opted’ to receive it, your results will be far better than you’d hoped!
  17. 17. 4. ASK FOR PERMISSION • Whether you have an existing list or have purchased/rented one, send a few ‘opt-in’ emails asking for permission to email them • Pay attention to those who opt-out and don’t want to receive your emails. Nurture ones who opt-in • This will give you a far higher ROI on the list, as you’ll only be marketing to those people who have given an indication of interest in your products
  18. 18. 5. TRACK METRICSMetrics are quite simply your audience talking to you
  19. 19. 5. TRACK METRICSAlways track the following in every campaign:• Click-throughs (CTs)• Bounces• Opens• Unsubscribes• ForwardsThese will give you a deep insight into the qualityof your lists, email copy, formats etc.
  20. 20. 6. TAILOR YOUR MESSAGENothing makes people feel more special thanreceiving something that speaks to themdirectly, about issues they are personally facing.Segmenting your list into demographic typesand then sending specific, targeted emails toeach list will guarantee better results than asingle broadcast to everyone.
  21. 21. 6. TAILOR YOUR MESSAGE• Segment your list into at least 3 major target audiences• Tailor your email copy and subject lines to cater individually to each segment• Ensure your UPS (Unique selling point) addresses the specific needs of each segment• Amend your special offer based on the segment
  22. 22. 7. P.S. IS BEST• Never underestimate the power of the P.S. Research shows that 70% of all email recipients who open an email look at the P.S. after the opening line• Your P.S. is the final word in any communication, the “oh, just to remind you before I leave” of the conversation• The P.S. is also a way to highlight your key USP
  23. 23. 7. P.S. IS BEST• Go over your main email copy and figure out which is the one key fact you want to remind the recipient of• Mention this as a P.S. e.g. ‘Don’t forget to click here to request a catalogue and avail your US $500 discount coupon’• Always ensure your P.S. includes a clear CTA & a way to contact e.g. hyperlink or phone #
  24. 24. 8. INVEST IN SMART TECHNOLOGYInvesting in the right email marketing software will pay off dividends in thelong term, and give you great tracking and ROI measurement in the shortterm.Email softwares such as ExactTarget, MailChimp, iContact and others all havekey features such as live monitoring of email campaigns, real-time results,social media integration, timed campaigns etc.Early investment into good technology will also give you the opportunity toprovide analytical information to your CFO and CEO, showing them the ROI ontheir investment into email marketing
  25. 25. 8. INVEST IN SMART TECHNOLOGY• Almost all good email software providers offer 30-day trial periods, some even longer if you ask. Sign up for a trial with 3 or 4 providers and run some test campaigns to see the performance.• Test the various measurement metrics to see which one speaks to you the most• Do a cost-benefit and SWOT analysis based on: – Deliverability of emails (percentage delivered, bounced, etc) – Format options (HTML, text, rich media, social media integration) – Click-through monitoring (actions after someone clicks, links clicked) – Triggered email options (automated emails based on the recipient’s initial actions)
  26. 26. 9. PROOF, PROOF, PROOFSurprisingly, even the biggest brands with the bestmarketing and PR companies backing them up havebeen known to commit glaring gaffes and mistakes inthe simplest things, including wrong dates, locations orprices they send out to their customers.The most seasoned email marketers practice a rule ofthumb of having at least 2 other people proof theiremail copy. This ensures only the best quality emailgoes out for each campaign!
  27. 27. 10. Benefits vs. FeaturesThe most common mistake made by manymarketers when creating emails is they confusefeatures as benefits. So here’s a quickexplanation:Feature: Something that makes the productdifferent from othersBenefit: What that feature can do to make yourjob or life easier
  28. 28. 10. Benefits vs. Features• List the features of your product or service: what are the key aspects that make you better than your competitor• Now list how each of those features can make a positive difference to your customer’s daily role or business• In your email copy, elaborate a minimum of one benefit for each feature mentioned.
  29. 29. At Click Egypt, we will also be featuring a key session dedicated to integrated use of email marketing: How email and mobile marketing can transform your brand John Katsabanis, Marketing campaign Manager, Zawya It will focus on:• Driving customer loyalty through effective targeted email and mobile marketing • How to deliver your message to the customer and ensure it’s read • Differentiating your marketing campaign from spam To attend the event, simply click here to email me The Digital Marketing Event 20-23 November 2011 Sofitel Cairo El Gezirah, Cairo w w w. c l i c k s u m m i t e g y p t . c o m
  30. 30. INSIGHTS FOR SUCCESSFUL SEO Mastering the basics Researched & created by IQPC for The Online & Digital Marketing Summit
  31. 31. “SEO is only not seen as rocket science BY THOSE WHO ALREADY KNOW IT” Danny Sullivan Search Engine Land
  32. 32. SEO (Search Engine Optimization):Tweaking your website’s text, images andlinks so:1. People can find it faster on Google2. It gets higher search engine ranking
  33. 33. SO HOW DO YOU MASTER SEO?
  34. 34. KEYWORD RESEARCHKeyword research is when you discover what words people use to search for products like yours.
  35. 35. KEYWORD RESEARCH Tips:1. On a notepad (a real one or on your PC), list all the words associated with your product or company2. Add specifics (e.g. if you’re a real estate company selling condos in Cairo, write ‘Cairo Condominiums’ instead of ‘condominiums’ 3. Prioritise: If you could use only 5 keywords out of all you’ve listed, which would they be? 4. Use these 5 keywords on your home page 5. Look at keywords similar to yours being used by your competitors (more on Slide 9) 6. Use Yahoo’s Site Explorer service to check what external sites link to you
  36. 36. KEYWORD RESEARCH INSIGHT 1:Go to Google, and search for your product as if you were buying it for the first time. Notice the keywords you used? Add THOSE keywords to your list!
  37. 37. KEYWORD RESEARCH INSIGHT 2: Sign up for Google Analytics (it’s free!)It allows you to see which keywords are most effective at driving traffic to your website
  38. 38. SIDE NOTE:If you’re enjoying these tips on successful SEO, you may want to gain live adviceand knowledge from the experts who will present Click Egypt in November. Click here to join Egyptian marketers atthe biggest marketing event in the region.
  39. 39. Remember your competition Optimising your website involves more than just your Google ranking: it helps you be more prominent than your competition TIPS: 1. List the main common keywords used by your competitor 2. Look at links to other sites shared on their own website3. Search which websites their own site is listed on (you can use Yahoo’s Site Explorer to check competitors as well)
  40. 40. Remember your competition INSIGHT 3:Try listing your site on the same websites your competitor is listed on. More on this in the next slide!
  41. 41. Building good links “Google only loves you when everyone else loves you first” Wendy Piersall (New Media & Web Tech Guru) When you link your website on other sites and vice versa, itbuilds a network of trust i.e. the more your site is networked, the more it is trusted by search engines!
  42. 42. Building good links TIPS: 1. Search for directories featured about your industry 2. Buy or free-list your website on it 3. Ensure you have strong keywords in your link description 4. Try adding a geographical element e.g. ‘IP Phone solutions in Cairo, Egypt’5. Try choosing directory sites which rank higher on search engines over those ranked lower. 6. Remember to link back to those sites from your own
  43. 43. Building good links INSIGHT 4: Look up the highest ranked non-competitive site.Try getting a link on that as it indicates your site as a preferred one by them!
  44. 44. PRESS RELEASE OPTIMISATION What you should know Optimized press releases show up in search engines anytime someone searches for those keywordsUnlike the past, today journalists look for press releases online to save time A press release that is optimised can be picked up by industry bloggers & researchers
  45. 45. PRESS RELEASE OPTIMISATION Tips: 1. Remember who you’re writing the press release for: the reader, not the news media. This is exactly what news editors look for in releases: ‘would readers want to read this’2. Make sure your press release is something they really want to know about, something relevant but timely 3. Research the trending news in the industry to get a pulse of what may interest the reader 4. Try adding an image to your press release. Be sure to name your image with a keyword. These images show up on search engines, giving your press release added exposure 5. You CAN hyperlink words in your press release. Most people today read news on their browser or phone, meaning they can click your link! Use just one link to your home page to avoid clutter 6. Use keywords in your headline
  46. 46. VIDEO SEO Did you know is considered the 3rd biggest search engine in the world?Millions of people now search for products & services on video sharing sites as they expect to see tutorials and hands-on experience being shared
  47. 47. VIDEO SEO Tips:1. Ensure the title of your corporate or product video contains at least one keyword2. Ensure your description for the video contains at least 3 major keywords 3. Ensure you have added your URL to the description and embedded it in your video 4. After optimising it, share your video on social media sites. Search engines pick up on content which generates activity
  48. 48. ANALYSING YOUR SEO RESULTSOnce you’ve invested all this time and effort into SEO, it’s equally important to know how to monitor your success Tips: 1. Sign up for Google Analytics (it’s free) 2. Once you’ve added your website(s) to be monitored you can now start to see: a) Which keywords drive the most traffic to your site b) Which country & city visits you most c) How long people spend on pages on your site d) Which content they liked most on your site Tutorial on setting up a Google Analytics account Tutorial to navigate Google Analytics
  49. 49. EXPERT OPINION“Never expect guaranteed results, or believe those whopromise you that. SEO is not a definitive science, and it is an on-going, ever changing process” Mazen Abou Hatab Head of Marketing Joob.com
  50. 50. INSIGHTS INTO SOCIAL MEDIA SUCCESS! Mastering the basics Researched & created by IQPC for The Online & Digital Marketing Summit
  51. 51. “Social media is just a buzzword until you come up with a plan” Zach Dunn
  52. 52. SOCIAL MEDIA IN THE ARAB WORLD: WHAT YOU NEED TO KNOWTOTAL FACEBOOK USERS IN ARAB TOTAL TWITTER USERS IN ARAB WORLD: 27,711,503 WORLD: 6.5 MILLION FASTEST GROWTH SINCE JAN 2011: EGYPT 2 MILLION NEW FACEBOOK USERS
  53. 53. SOCIAL MEDIA IN THE ARAB WORLD: WHAT YOU NEED TO KNOW USERS BY GENDER (%) NUMBER OF TWEETS PER DAY: 252,000LEBANON 45 55 PER MINUTE: 175 EGYPT 36 64 TUNISIA 42 58 JORDAN PER SECOND: 3 41 59
  54. 54. “A brand is no longerwhat we tell theconsumer it is – it is whatconsumers tell each otherit is.” Scott Cook
  55. 55. SO HOW CAN YOU MASTER SOCIAL MEDIA?
  56. 56. Decide1. Have you considered that you need to enroll your team into a social media course?2. Have you received the buy-in from senior management for rolling this campaign out?3. Have you informed the IT & web teams (they’re the ones who’ll provide the technical tools)4. Are you ready to handle customer service queries & complaints in real-time, online – publically? Is your Customer Services Manager on-board with your plans?
  57. 57. Listen1. What is your market talking about?2. What are their concerns?3. What do they want from products like yours?4. Have they had a bad experience with you or a competitor?5. What is their biggest obstacle to buying? In a nutshell: know THEIR story before telling them yours.
  58. 58. Focus1. You don’t need to be on every social network (Facebook, Twitter, etc.) at the same time2. Figure out what you want to achieve: 1. Lots of fans 2. Feedback on products 3. People sharing your links 4. People talking about you3. Social media is a tactic, NOT a strategy4. Different social networks require differing levels of daily or weekly commitment5. After considering the above, choose the network that works best to achieve your goals and build your strategy around it
  59. 59. Engage1. Start sharing your opinions, advice and content2. Give your followers & fans (your potential and existing customers) feedback on their opinions: remember, they are always right, even if they’re not!3. Is there something they’re looking for that you can offer? Let them know, by demonstrating it instead of telling them about it. Demos go a long way!4. Accept constructive criticism5. Ask them for suggestions, ways to improve and what they want from your industry6. Provide them with solutions to their concerns when applicable to your expertise
  60. 60. “You will make mistakes. If you are sincere about helping the community, theLearn authenticity will show and your mistakes will be forgiven.” Zia Yusuf1. Sign up to social media marketing blogs and resources2. Read updates regularly – this is a fairly new marketing channel, things change daily. In the case of Google+, they changed in 16 days3. Challenge the norms. Just because advertising on Facebook didn’t work for product A, doesn’t mean it won’t work for product B4. Don’t worry about mistakes and failed campaigns. Discuss, re-direct and improve5. Attend seminars, conferences and forums such as Click Egypt – this is where people like you come to learn, discuss, debate and decide
  61. 61. MeasureMeasuring the ROI of social media continues to be a hot topic among marketers, whetherin the board room or at industry conferences.Being a new channel, metrics for social media measurement are still in their infancy, withnew metrics arising regularly due to growth in various aspects.‘Do you measure the ROI of a phone? No you don’t, because it is a medium, not a product.Similarly, social media is a medium and should be seen as such.’ Alexander McNabb
  62. 62. MeasureYou can, however, measure your success in certain ways as follows:1. How many followers/ fans do you gain per week?2. Has anyone bought a product from you based on something you said on the network?3. How much time are people spending on your website once they click on its link on your social media page? (you can get this info from your Google Analytics. Here’s how)4. How many times are your tweets re-tweeted or your Facebook links shared?5. How many times are you mentioned on social networks? Google’s ‘Social Alerts’ lets you set up alerts where you receive emails on when this happens
  63. 63. SIDE NOTE:If you’re enjoying these tips on successfulsocial media marketing, you may want togain live advice and knowledge from the experts who will present Click Egypt in November. Click here to join Egyptian marketers atthe biggest marketing event in the region.
  64. 64. Top tips -1. Choose to create a Facebook Page instead of groups. Groups are restrictive2. Let your brand name be the title of your Page, place your products under that in dedicated tabs3. Invite staff to ‘Like’ the Page & get involved by engaging on it4. Populate it with content as well, not just demos of your products. Give people a reason to visit and share. This can be news, blog posts etc.5. Update weekly if not daily6. Add company news, videos, photos of employees / office. This puts a human face behind your corporate image7. Invite existing clients to ‘Like’ the page. If possible, have them add testimonials on your ‘Wall’8. Advertise your Page using Facebook’s advertising platform. Make it worth people’s time to ‘Like’ it, e.g. give them a free trial product or free download if they do
  65. 65. Top tips -1. Choose your Twitter Handle (@yourname) wisely. Try keeping it short as it takes up space when people retweet you2. Make your bio keyword-rich and focused. E.g. say ‘Egypt-based car rentals: 4x4s, sedans & hatchbacks’ instead of ‘the best car rental company in Egypt’3. Start your Twitter existence by asking questions, getting feedback and constructive criticism4. Retweet industry news and comments by industry gurus. People will respect you as someone who shares information on things they are passionate about
  66. 66. Top tips -5. Try tweeting or re-tweeting at least once a day if not more6. Don’t worry about numbers of followers. Quality matters more thanquantity. Having 1,000 fans with buying potential is better than 100,000without it7. Invite existing clients to follow you, and follow them back. They will mostlikely retweet your tweets8. As far as possible, follow back the people who start following you9. Master the # (hash) tag. These are social bookmarks on Twitter and letpeople follow trends and topics that are being discussed e.g. #cars #FIFAResource: One of the best guides for using Twitter for business was written by ChrisBrogan. Twice. Click here & here to learn how to maximise the business potential of yourtweets!
  67. 67. Top tips -1. Setup your company profile on LinkedIn and use it as the standard for all employees on LinkedIn2. Ensure keyword-rich bios mentioning your exact job function and company3. Advertise on LinkedIn using their LinkedIn Ads feature. With over 200 million highly segmented professionals on it, you have the opportunity to focus your ad on those 10 individuals in Cairo you really want to connect with4. If you want to get in touch with someone not within your network, find a mutual connection and ask for an Introduction. Introductions as highly valued on LinkedIn
  68. 68. Top tips -5. You can connect your LinkedIn account to your company Twitter account sothat anytime you tweet something from it, it gets shared on your LI profile6. Join groups on LinkedIn focused on your industry. People share weekly, daily,and in some cases hourly! Take part in discussions there and start connectingthrough this7. Add the ‘Answers’ application on LinkedIn to your profile. Answers allowsprofessionals to ask questions on products, industries and more, and gives youthe opportunity to show your expertise8. Share content. LinkedIn allows you to share your presentations, videos, etc.In fact, a great way is to add the SlideShare application, where your content canthen go beyond this platform and be searchable on Google!
  69. 69. Hone your skillsWant to know how to create and manage a great Facebookpage? Visit this page by Hubspot which explains (with video) inbasic steps how to create that winning pageStill figuring out how to master the art of tweeting, retweeting,& mentioning? Still confused on what RT, MT and D mean onTwitter? Visit this page – also by Hubspot – which gives you thelow-down on how to be a champion business-tweeter
  70. 70. ToolsDownload these great tools to simplify, organise and monitoryour social network presence. Best of all: they’re free!1. Tweetdeck: An application that works on desktops, iPads & iPhones; it allows you to monitor multiple accounts on Facebook, Twitter, Foursquare, LinkedIn and others2. Hootsuite: A web-based application ensuring you are always connected to your network wherever you are. Being a web-based platform means all you need is a smartphone!3. Seesmic: A cross platform application that allows you to break up your Twitter stream into multiple columns, manage multiple Twitter accounts etc.4. Ubersocial: A smart-phone based application which allows you to use & monitor multiple Twitter accounts directly from your phone
  71. 71. Finally, remember that your social media campaign may be your responsibility to run, but it is owned by all your employees. Work together to share, innovate and finally: convert your fans into financial returns!
  72. 72. Congratulations! These are the basics you need for Digital Marketing using email, SEO and Social Media. With digital marketing strategies changing daily, you need to stay abreast of the latest best practice. We hope this e-book helps in your daily role.To learn what the biggest and best brands in Egypt are doing with their digital marketing strategies – including Coca-Cola, Pepsi, GM, Nokia, Nestle and others – simply click here to join us at Click Egypt this November! The Online & Digital Marketing Summit 21-23 November 2011 Sofitel Cairo, El Gezirah, Cairo, Egypt

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