Digital training 101 final


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Digital training 101 final

  1. 1. Digital Training 101
  2. 2. Before we startA few digital facts...One in four Americans watches a YouTube video every day.71% of companies now have a presence on Facebook. 59% are on Twitter,and 43% use a company blog for marketing.In the coming year, 77% of companies plan to spend more onYouTube; three-quarters plan to increase spending on Facebook and blogs,and 73% will invest more on Twitter.Consumers are more likely to trust online consumer opinions (49%), opt-in(vendor) emails (40%) and even brand websites (35%) than any type of web-based advertising–though search ads (21%) outperform other formats.
  3. 3. Presentation Overview‣ Digital  Landscape  and   ‣ Social Growth ‣ Content‣ Search  engine   op5miza5on  (SEO) ‣ Email marketing‣ Paid search (SEM) ‣ Video‣ Mobile
  4. 4. Source Nielsen 2011
  5. 5. Source Nielsen 2011
  6. 6. Source Nielsen 2011
  7. 7. Source Burson Marsteller 2011
  8. 8. SEOWhat is it?The process of getting traffic fromthe organic listings on searchengines. Tips SEO is far more complex than paid search. How search engines such as Google, Yahoo and Bing select the best websites for a specific term is not completely understood. Testing is necessary. Organic vs. paid search. Organic searches are not ‘sponsored links’ but links to pages that the search engine deems to be the most relevant to the search query. SEOMoz 2011
  9. 9. SEOWhy SEO?Delivers a high return on Helps people find your site.investment. High ROI is attainable if What better way to reach your audience than whenimplemented and consistently evaluated. they are looking for information about a specific product or supplier?Companies are investing in it It’s very easy to gauge its success.regularly. 45% of companies are planning to Are you top of the listings? How many customersincrease their SEO budget by more than 20%. came to you via a search engine?Higher visibility.Try searching in Google for key phrases relevant toyour business and take a look around – is yourwebsite listed? What about the competition?Achieve your business goals.Want more customers? More leads? More sales? Source Econsultancy 2011
  10. 10. SEOKey questions to askWhat are we hoping to get out of Who will be responsible for thisthis? What is the overall motivation for project?optimizing this site? Do we want more sales, Will it be run entirely in house or will it be handedmore subscribers, more traffic or more publicity? to another company to sort out?What is the timeframe?How long will it take to get off the ground? Is thisa quick fix or part of a long-term strategy?How much money is needed?Obviously, paid search would be a lot moreexpensive, but SEO could pay dividends in thelong term.
  11. 11. SEOPros ConsLow cost way of attracting relevant Competitionaudience Constantly changesStrong organic search performanceequates to a more trustworthy brand Methods used by Google and other search engines change regularly toGoogles universal search includes improve relevanceimages, maps, social content, andvideoDriver of additional traffic to site
  12. 12. SEOWhat are we doing now?Optimization project addressing 400 global URL’s are beingoptimized to improve ranking.
  13. 13. Paid SearchWhat is paid search?“Sponsored links” that are essentiallyadvertisements, which advertisers cancontrol (for a fee).Companies choose to place ads that arematched to search queries.You are bidding on ‘search queries’.How much you are willing to pay for aspecific search term has a huge say inhow far up the listings. Source: EConsultancy
  14. 14. Paid Search Source: Rank Higher 2011
  15. 15. Paid Search Why paid search? Reach out. Easy to gauge success. Want more customers? More leads? More sales? Are you top of the listings? How many customers The internet is a global marketplace and consumers came to you via a search engine? Which keywords appear to have lost their fear of buying things online. generate the highest conversion rates? High conversion rates. Studies have found that search engines generate Higher visibility. better-than-average conversion rates, based largely Make it easy for web users to find your products and on the fact that shoppers are actively looking for services. Making it onto the first few pages of Google products. or Bing could not be more crucial. More sales/leads. Competitor activity is intensifying. Most companies use paid search to drive highly- 92% of online adults use search engines to find targeted traffic to their websites, with a view to information online. It is essential to not fall behind the converting them to a customer or prospect. competition in rankings.Source E-Consultancy Paid Search Best Practices
  16. 16. Paid SearchPros ConsOffers ads to people who are in the process Google dominates paid search and pricesof looking for relevant content, products have risen. ROI is good on Bing andand services competing properties, but volume of searches lacksResponse rates are high and can bestarted with a small budget Pay-Per-Click (PPC) requires testing and optimization to remain cost effectiveBest practices are readily available Some paid search dollars are spent on what are essentially “navigational”Wide variety of high quality, free and paid searches where the person would havetechnologies to manage, track, test and found the site anyway,optimize paid search campaignsPaid search is second only to (lower cost)house email marketing and SEO
  17. 17. Paid SearchWhat are we doing now? Corporate project: Paid Ads
  18. 18. MobileWhat is it?Mobile marketing involvescommunicating with the consumervia mobile devices, either to send asimple marketing message to themdirectly or to allow them to visit amobile website. Text• Mobile Websites• Multimedia messaging services (MMS)• Bluetooth, wireless and infrared marketing• Mobile search marketing• Mobile display advertising• Mobile video advertising• Mobile applications• QR-codes
  19. 19. MobileWhy mobile?Flexible. The opportunities offered through Multi-purpose. Mobile marketing is similar tomobile marketing range from SMS/MMS and social media in that it can cross over easily intomobile-search through to QR-codes and mobile- other areas of a business, such as customercommerce sites. service.Cost-effective. Mobile marketing can be Integrated. Mobile marketing can be easilyrelatively inexpensive. Setting up an SMS campaign integrated with most of an organization’s othercan be done on a reasonably small budget. marketing activities, despite technically operating independently from other channels and marketingLess complicated. Historically, marketers functions.have had difficulty using mobile channels, due tothe variety of handsets, platforms and operating Easy to analyze. Message delivery rates,systems. response rates and sales conversions can all be tracked accurately through a mobile campaign,Reach. Mobile marketing enables the marketer allowing maximum optimization and interact directly with the customer on a largelevel, given the reach of the channel.
  20. 20. Mobile Source Econsultancy
  21. 21. Mobile Source EConsultancy
  22. 22. MobilePros ConsMobile is increasingly one of the primary ways Viral adoption is unlikely without significantin which we go online marketing support using direct and branding channels.Ability to be with customers anywhere andanytimeServices and marketing can be It is incredibly expensive to move from a non-customized by location, whether through user mobile site to a mobile friendly one. Highdesignations or geo-targeting technology amounts of time and resources are needed.Smart phones are expected to overtake theamount of desktops by 2015 Mobile phones are even less standard than PCs. Be mindful of screen sizes and operating systems. Privacy is always in question on any network or device. You must offer clear instructions for opting out of marketing communications.
  23. 23. MobileMobile growth in Asia from 2000-2010 Source: Nielsen
  24. 24. MobileWhat are we doing now? Tradeshow: QR Campaign
  25. 25. MobileWhat we’re currently not doing well: Optimizing
  26. 26. Social MediaWhat is it?Media for socialinteraction, using highlyaccessible and scalablecommunication techniques.This includes, but is not limited to:FacebookBlogsTwitterLinked InYouTubeInteractive gamesForumsCommunities Source Ogiilvy 2011
  27. 27. Source: O-Globe 2011
  28. 28. Social Media Source Ogilvy 2011
  29. 29. Social MediaWhy Social?Relationship Building. Social media allows Search Engine Optimization. When youus to connect and build relationships. combine the power of Social Media with the power of Google you can get some amazing results on majorLevels the Playing Field. Marketing is one search engines when you do it correctly.of the largest expenses any company has. Build Your Brand. Social Media allows allAllows You to Monitor Competitors. businesses to have a voice.Allows you to easily monitor what your competitorsare doing and what other people are saying aboutthem.
  30. 30. Social MediaPros ConsSocial media allows companies to take Negative comments or worries about themadvantage of listening and further analyze can derail the effort.instantly. Places high demands on your time. ContentYou can build brand loyalty. must be created, edited, approved and published; comments must be responded to and sites and pages must be maintained.You can learn more about your targetaudience by studying comments andanalytics. Can make adjustments to your It can be difficult to constantly come up withstrategy accordingly. innovative exciting content that interests a variety of readers and if not relevant your efforts will be wasted.Immediate and unfiltered feedback torespond toBrand Ambassadors can speak on behalf ofthe company
  31. 31. Social MediaLeads and Engagement Source LionBridge
  32. 32. Social MediaFacebook: What is it?Facebook is the heavy hitter in the social network world. It has over 800million active users. It is a social network that allows you to connect withfriends and family. Users can share links, photos, status updates, or videoswith their friends.Point of Difference:• Connecting with people is permission based• Easy to find people who you know• The “like” button makes it easy to share your interestsWays to Utilize:• Share breaking news in your industry Source EConsultancy• Ask questions and get to know your customers• Share your content that has been created on other platformsCommon Interests:Communities, Instant Messenger, Science & Technology, News/Information, Politics & Commentary,Magazines, Regional/Local News, Discussion/Chat
  33. 33. Social MediaTwitter: What is it?Twitter is a condensed version of Facebook’s statuses. It’s simply updatessent out with less than 140 characters. The small updates have become away to relay breaking news or relay opinions to your followers.Point of Difference:• Simple to use• Can follow anyone you want• Quickly digested given the 140 character limit• Easy to get information fastWays to Utilize:• Share breaking news in your industry Source Econsultancy• Connect with leaders in your industry• Let followers know about upcoming events/promotions• Tweet from live eventsCommon Interests: Science & Technology, Politics & Commentary, News/Information, Science/Nature, Technology, Fashion/Cosmetics
  34. 34. Social MediaLinkedIn: What is it?LinkedIn was created to help professionals network. It allows you to hostan online resume and get introduced to important people in the industrythrough your own connections.Point of Difference:• Is known as the “Facebook for grown-ups”• Allows you to get introduced to people you may never be able to meet• Lets people view your resume onlineWays to Utilize:• Create connections with decision makers of companies• Share your content with people who are business minded Source EconsultancyUser’s: Sales function, Academia, Admin, Operations, Engineering, other
  35. 35. Social MediaYouTube: What is it?YouTube is a social network that allows you to upload and share videos.This includes professional and non-professional content. isowned by Google and is always closely integrated with Google’s othersearch engines. Videos have been known to generate highly qualifiedtraffic.Point of Difference:• Focused on sharing videos• Allows video sharing with only a few clicksWays to Utilize:• Create product demonstration videos of your or other people’s products Source Econsultancy• Document the process of making your product or service• Interview authority figures in your field• Document promotional eventsCommon Interests: Humor, Politics & Commentary, Fashion/Cosmetics, Science %Technology, Schools/Universities, Science/Nature, Music/Radio
  36. 36. Social MediaWhat is a Community?A social network of individuals who Communities have the followinginteract through specific media, characteristics:potentially crossing geographicaland political boundaries in order to • They are continuous, not temporal. There is a core membership that interacts together over apursue mutual interests or goals. long period of time. • People within communities get to know each other and interact regularly • Community leaders emerge over time as they continue to take proactive roles in theSource Wikipedia community and rally other members to their causes. These leaders are community members and they self-select because of their interests.
  37. 37. Social MediaWhy Community?Allows a direct line of contact. Questions to ask: 1. Why do you want to launch a community? What areTargeted Reach. Online communities have your business objectives?access to specific discussion groups where they formspecialized relationships and access information 2. How are you achieving that objective today, without a community? Describe any processes, and tools used to try to achieve it.Communities have strategic benefits. 3. How do you envision achieving those objectives with aThis requires considerable investment (in resources, community? Describe the new processes, and anytime, and tools) specific features you envision using. 4. What are the benefits to your members? To your division/department/team/group? 5. What do members want? Complete the sentence, "I want to..." from their perspective. 6. Who are your key community members? 7. What are your executives expecting out of this community? 8. What names come to mind for advocates for your community?
  38. 38. Social MediaWhat are we doing now? Twitter
  39. 39. Social MediaWhat are we doing now? LinkedIn
  40. 40. Social MediaWhat are we doing now? Facebook
  41. 41. Content MarketingWhat is it?Content marketing is a marketingtechnique of creating and distributingrelevant and valuable content to attract,acquire, and engage a clearly defined andunderstood target audience - with theobjective of driving profitable customeraction. Source LionBridge
  42. 42. Content MarketingWhat’s popular? Source Econsultancy
  43. 43. Content MarketingWhat’s effective? Source LionBridge
  44. 44. Content Marketing Pros ConsDoesnt cost very much to use/create content It does take a commitment of If you are new to the industry, it could beAs an expert in your industry, it won’t take a huge challenging to create solid and useful contentinvestment of time to create and publish this newmaterial Getting started can take some time. Especially to determine which approach will work best for yourAs a means to build credibility, it is more effective business and goals.than typical advertising. Everyone prefers to beeducated rather than "sold" Source LionBridge 2011
  45. 45. Content MarketingWhat are we doing now?
  46. 46. Email MarketingWhat is it?Email marketing is directly Tips:marketing a commercial message Response rates for targeted email typicallyto a group of people using reports house email has the highest ROI of any tactic, offline or digital.electronic mail. In its broadestsense, every email sent to a As a nurturing and retention tactic, email doesntpotential or current customer could get the same level of attribution for revenue, butbe considered email marketing. many believe that a large measure of emails impact goes uncounted and uncredited. Source Econsultancy
  47. 47. Email MarketingWhy email? It’s the second highest ROI. Source Econsultancy 2011
  48. 48. Email MarketingWhy email?Drive sales and build revenue. Increase customerEffective email communication can satisfaction. and loyalty with relevantmaximize customer lifetime value. The and tailored materialsright information at the right time will helpdrive sales. Boost brand awareness and credibilityCreates opportunities forcross-selling and up-selling.with banners and links to additional contentReduce costs. Email marketing ismuch more cost effective than traditionalmarketing. Email allows you to sendsegmented and targeted emails thatprovide relevant content
  49. 49. Email MarketingPros ConsEmail offers a direct, customizable channel to Open rates are 10-20%. You must cast yourpeople who are prospects, once they have net wide.opted in, made a purchase, or beenconsidered a potential lead CTR are 5-9%. Without a targeted and/or large enough list, success will be minimal.Email best practices are well established Open rates can be inaccurate due to imagesEmails can be targeted and customized not being shown.Commercially, people still prefer email as a Email filtering can stop emails from getting toprimary form a communication when being the recipient. Avoid SPAM wordingpresented relevant materialsEmail is an excellent way to nurture leads Source Econsultancy 2011
  50. 50. Email MarketingWhat are we doing now?
  51. 51. Email MarketingWhat are we doing now?
  52. 52. Video What is it? Online video enables Tips: non-linear, rich, interactive Expecting customers to want to watch your storytelling. It enables increasing the video, simply because it‘s there is tenuous, when quality of customer engagement on what consumers now expect is relevant content your brand’s website. that they can enjoy or find useful. Video will, by its nature, increase on-page time, but only if it‘s visible. Make sure it‘s obvious and easily accessible, and consider highlighting video on your site or in product search results. Do video in the right place at the right time and demonstrate results that will help to educate stakeholders about the relationship between the web, social media and their bottom-lineSource Econsultancy
  53. 53. VideoWhy video? Source Nielsen 2011
  54. 54. VideoWhy video?Exposure. Reduce abandonment ratesForrester found that videos were 50 times more likely toreceive an organic first page ranking than traditional text and point to your site.pages. Offer opportunity to link back to and within your site from video.Delivers information in a Brand engagement.different way. Online video can help a brand come alive and resonateBe sure to include title tags and keywords that support with consumers.the material.Increase sales conversions.It can capture a website visitor at the top of thepurchase funnel and help guide the consumer closer toa purchase decision while connecting with the brand Source Econsultancy
  55. 55. VideoWhat are we doing now?• Onsite Video• YouTube Channel
  56. 56. Creating a strategy1. Evaluate your current 5. Define the broad online activities strategy2. Define your 6. Create a channel and communications and form plan business objectives 7. Develop elements to3. Identify target audience execute channel plan4. Plan your audience interaction
  57. 57. Thank you. Questions?