Digital business #7

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Digital business #7

  1. 1. Brand Telefónica S.A. Digital Business_ chapter #7 Mg. Alejandro M. Salevsky Lic. Juan Manuel Cascone
  2. 2. 2 Global BI Telefónica S.A. Our plan 43 44 Nov 32 45 46 4733 34 3735 36 38 39 40 41 42 OctSepAgo Business plan activity Written test Topics 5. Media 4. Telco 7. Customer Insight 3. Social media & advertising 2. Digital business models 1. Introduction Activities 1# business modeling 8. Trends #4 Final brief 6. Stock Market Insight #2 & #3: comm & rev stream
  3. 3. 4 Global BI Telefónica S.A. Session #7 – Agenda Digital Marketing 1.News (non MECE!) 2.Key concepts recap 3.SEM concepts 4.SEO concepts 5.Case: starting a social media and digital marketing strategy
  4. 4. 5 Global BI Telefónica S.A.
  5. 5. 6 Global BI Telefónica S.A.
  6. 6. 7 Global BI Telefónica S.A. Session #7 – Agenda Digital Marketing 1.News (non MECE!) 2.Key concepts recap 3.SEM concepts 4.SEO concepts 5.Case: starting a social media and digital marketing strategy
  7. 7. 8 Global BI Telefónica S.A. A typical advertising planning (and execution) process P&S target selection and objectives Brief definition Media planning Pre tests & production Post tests and ROI analysis •Definition of the target trough appropiate segmentation (age, income, geography, etc) •Definition of generic and specific objectives (ROI Later) •Briefs and insighs to be handled to creativity •Media selection •Investment guideline definition •Schedule and events •Pre-test with consumers •Production •Post-test research •ROI analysis Objectives Creativity Live! •Brand awareness •Education •Engagement / Loyalty •Call-to-action
  8. 8. 9 Global BI Telefónica S.A. A typical advertising planning (and execution) process P&S target selection and objectives Brief definition Media planning Pre tests & production Post tests and ROI analysis •Definition of the target trough appropiate segmentation (age, income, geography, etc) •Definition of generic and specific objectives (ROI Later) •Briefs and insighs to be handled to creativity •Media selection •Investment guideline definition •Schedule and events •Pre-test with consumers •Production •Post-test research •ROI analysis Objectives Creativity Live! •Brand awareness •Education •Engagement / Loyalty •Call-to-action
  9. 9. 10 Global BI Telefónica S.A. SEM vs. SEO (google search page) SEM (“paid”) SEO (“free”)
  10. 10. 11 Global BI Telefónica S.A. Session #7 – Agenda Digital Marketing 1.News (non MECE!) 2.Key concepts recap 3.SEM concepts 4.SEO concepts 5.Case: starting a social media and digital marketing strategy
  11. 11. 12 Global BI Telefónica S.A. Search Engine Marketing: why search engines matters in digital marketing Any Brick & Mortar retail communication / walk in strategy is about… Location Outbound Inbound
  12. 12. 13 Global BI Telefónica S.A. Search Engine Marketing: why search engines matters in digital marketing ...Any digital company or company using digital communication needs to adapt to a different paradigm... Location: Search engine non-organic (SEM) Social Media strategy (and not only) Organic search engine (SEO)
  13. 13. 14 Global BI Telefónica S.A. We will analyze two sets of digital communication investments 1.Social Media (Adwords, Facebook, Twitter, etc) 2.Link building
  14. 14. 15 Global BI Telefónica S.A. Keywords auction basic concepts (1)
  15. 15. 16 Global BI Telefónica S.A. Keywords auction basic concepts (2)
  16. 16. 17 Global BI Telefónica S.A. Keywords auction basic concepts (3) http://visual.ly/node/14962 CTR CPM
  17. 17. 18 Global BI Telefónica S.A. It’s not only about Google Adwords (1)
  18. 18. 19 Global BI Telefónica S.A. It’s not only about Google Adwords (2) http://www.nytimes.com/2013/09/17/technology/for-twitter-key-to-revenue-is- no-longer-ad-simplicity.html?ref=technology&_r=1& Most of Twitter's revenue comes from three types of ads, although it plans to have a more robust advertising offering next year. 1. Promoted Tweets 2. Promoted Trends 3. Promoted accounts
  19. 19. 20 Global BI Telefónica S.A. How to develop a link building strategy 1. manual submission 2. competitive link research, 3. links via embedded content, 4. linkbait and viral campaigns, 5. content, tech & API, 6. partnerships, 7. paid links, 8. link reclamation
  20. 20. 21 Global BI Telefónica S.A. Session #7 – Agenda Digital Marketing 1.News (non MECE!) 2.Key concepts recap 3.SEM concepts 4.SEO concepts 5.Case: starting a social media and digital marketing strategy
  21. 21. 22 Global BI Telefónica S.A. How does a search engine works Source: Google Webmaster Help Youtube Channel http://www.youtube.com/watch?v=KyCYyoGusqs
  22. 22. 23 Global BI Telefónica S.A. How does a search engine works? Some key concepts •SE spiders crawl a new / updated site: text, img descriptions, metadata, page titles, urls, etc… And Follow links •Index terms, word frecuency (and semantics) •Relevancy (Page rank)
  23. 23. 24 Global BI Telefónica S.A. How does a search engine works? Some key concepts
  24. 24. 25 Global BI Telefónica S.A. Traffic and links are key measures to create a nice page rank 1.Content 2.Link Sharing 3.Update 4.Keywords Targeting and relevance partnership New content Relevant words
  25. 25. 26 Global BI Telefónica S.A. Traffic and links are key measures to create a nice page rank Source: SEOmoz
  26. 26. 27 Global BI Telefónica S.A. The SEO Pyramid Source: SEOmoz
  27. 27. 28 Global BI Telefónica S.A. Session #7 – Agenda Digital Marketing 1.News (non MECE!) 2.Key concepts recap 3.SEM concepts 4.SEO concepts 5.Case: starting a social media and digital marketing strategy
  28. 28. 29 Global BI Telefónica S.A. Starting a social media and digital marketing communication strategy Using your digital business project, create a first-reduced communication brief 1. Define objectives 2. Select media 3. Define outlines of a website 4. Define general strategy of keyword investment and link strategy You will have 20 minutes to draft ideas, then discuss in class

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