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Social Media Training Singapore, Malaysia

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Social Media and Search Marketing training we conducted recently in SIngapore and Malaysia.

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Social Media Training Singapore, Malaysia

  1. 1. Search Marketing<br />David Liem<br />Senior Consultant, Happy Marketer<br />david@happymarketer.com<br />Twitter - @daveliem<br />
  2. 2. Our Clients<br />
  3. 3. David’s Profile<br />
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  13. 13.
  14. 14. ATTENTION<br />…is fleeting. <br />
  15. 15.
  16. 16. Our Job is to Create…<br />Relevance <br />Content<br />Context<br />
  17. 17. Search Marketing<br />David Liem<br />Senior Consultant, Happy Marketer<br />david@happymarketer.com<br />Twitter - @daveliem<br />
  18. 18. Most Helpful = Most Relevant<br />
  19. 19. Search Marketing is Cost Effective<br />
  20. 20. 3 Simple Things …<br />What Is Search Marketing<br />The Most Important Thing About It<br />How To Sell Search Marketing To Your Boss<br />
  21. 21. My Fictional Clients Today<br />Acme Cosmetics International<br />One of the fastest growing companies in the sector<br />Killer Product:HeadSprout!<br />Finally a solution for hair loss treatment<br />
  22. 22. What Is Search Marketing?<br />
  23. 23. What Is Search Marketing?<br />Driving prospects from search engines to your website<br />
  24. 24. What’s In the Search Results Page?<br />
  25. 25. Natural Search Results<br />10 Relevant Results / Links<br />Websites<br />Videos<br />Images<br />News<br />Shopping<br />Based on quality of content, can’t be bought<br />
  26. 26. Sponsored Links<br />6-11 Ads on the Top/Side<br />Known as Search Advertising<br />Advertisers bid on different keywords<br />Only pay when someone clicks (PPC)<br />
  27. 27. What Is Search Marketing?<br />Get Better Rankings<br />(SEO)<br />Show More Targeted Ads<br />(SEM)<br />
  28. 28. The Most Important Thing About Search Marketing<br />
  29. 29.
  30. 30. Picking The Right Keywords<br />The keywords you select, define<br />Your costs<br />Your competition<br />Your results<br />Your ROI<br />Your brand value<br />Your success on search engines<br />
  31. 31. Case Study: HeadSprout!<br />Good Keywords<br />Hair loss treatments<br />Hair loss serum<br />Baldness<br />Baldness solutions<br />Hair growth cosmetics<br /><ul><li>Bad Keywords
  32. 32. Hair
  33. 33. Treatment
  34. 34. Shampoo
  35. 35. Serums
  36. 36. Beta carotine</li></li></ul><li>What Make Good Keywords<br />Problems your customers face<br />Solutions your customers are looking for<br />Buzz words & industry specific words<br />Popular (enough searches)<br />
  37. 37. What Makes Bad Keywords<br />Generic, broad phrases (e.g. health tips)<br />Most single word phrases (e.g. hair or bald)<br />Too few searches<br />Words that aren’t in the customer’s dictionary<br />Anything with a celebrity’s name in it<br />
  38. 38. Your Must Have Keywords<br />Your company name<br />Your brand names<br />Your management team<br />Your proprietary IP<br />It’s not optional to market to these keywords!<br />
  39. 39. Selling Search Marketing To Your Boss<br />
  40. 40. Everybody Has a Boss<br />
  41. 41. Selling Search Marketing …<br />Bring out your …<br />PJMAS<br />
  42. 42. 5 Ways To Sell It Internally<br />P<br />J<br />M<br />A<br />S<br />Pride – Paint a picture of #1<br />Jealousy – Show competitors<br />Money – Cheaper than offline<br />Awe – Show ‘em other experts<br />Statistics – Real search statistics<br />
  43. 43. Statistics – Most Powerful<br />https://adwords.google.com/select/KeywordToolExternal<br />
  44. 44. 3 Simple Things … Recap<br />What Is Search Marketing<br />Getting relevant traffic from search engines<br />The Most Important Thing About It<br />Picking good keywords, avoiding bad<br />How To Sell Search Marketing To Your Boss<br />Bring out your PJAMS, back up with statistics<br />
  45. 45. Google Analytics<br />
  46. 46. If a tree falls in a forest …<br />And no one is there to hear it …<br />Does it make a sound? <br />
  47. 47. The Need for Web Analytics<br />If you have a lot of activities dedicated to sending traffic to your site …<br />But you can’t accurately measure the results of those activities …<br />Did that effort just go to waste??<br />
  48. 48. “If you can’t measure it, you can’t manage it.”<br />
  49. 49. What is Google Analytics?<br />
  50. 50. Provides Answers to Difficult Questions<br />
  51. 51. Powerful Features in a Simple UI<br /><ul><li>Map Overlay
  52. 52. Goal Tracking
  53. 53. AdWords Integration
  54. 54. Internal Site Search
  55. 55. Benchmarking
  56. 56. Funnel Visualization</li></li></ul><li>How Google Analytics Works<br />
  57. 57. Web Analytics Principles<br />
  58. 58. Visitor (or Absolute Unique Visitor)<br />A visitor is uniquely identified by a Google Analytics visitor cookie<br />
  59. 59. Visit<br />A visit (or session) is a period of interaction between a browser and website. <br />Closing the browser or staying inactive for 30 minutes ends the session.<br />
  60. 60. Pageview<br />A pageview is counted every time a page on your website loads<br />
  61. 61. Pageviews, Visits & Visitors<br />
  62. 62. New vs Returning Visitors<br />New Visitors have visited for the first time<br />Repeat Visitors have previously visited the site<br />
  63. 63. Bounce Rate<br />A bounce occurs when a visitor only views one page<br />The bounce rate is the percentage of visitors who left after viewing just one page.<br />
  64. 64. Time on Site<br />
  65. 65. Google Analytics Tracking Code (GATC)<br />
  66. 66. Traffic Report – Measure SEM, SEO & SMO<br />
  67. 67. Content Report – Measure How Compelling<br />
  68. 68. What Does A Tagged URL Look Like?<br />http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten<br />
  69. 69. Google Analytics URL Builder<br />Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578<br />
  70. 70. What is a Goal?<br />A URL Destination goal<br />A Time on Site goal<br />A Pages/Visit goal<br />
  71. 71. Examples of Goals<br />
  72. 72. Goals in Reports<br />
  73. 73. Funnels – Why Define Them?<br />A series of pages through which a visitor must pass before reaching the goal<br />A funnel allows you to:<br />Examine where visitors enter and exit the conversion process<br />Eliminate bottlenecks in your process<br />Identify which site paths lead to most goal completions<br />Use your findings to test changes on the site<br />
  74. 74. Search Engine Optimization<br />KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses<br />
  75. 75. What is Search Engine Optimization?<br />Search Engine Optimization is the process of creating or updating a website to <br />improve the site’s ranking in organic search results, <br />with the objective of increasing the volume of quality traffic. <br />This must be done <br />on-page (site architecture, link structure, content, keywords, title tags, etc.) and <br />off page (link building.)<br />
  76. 76. Recap – SEO vs SEM<br />
  77. 77. SEO – Trusted So Much More!<br />
  78. 78. How to Kill The Google Spider<br />
  79. 79. Flash Websites<br />
  80. 80. Sites with Frames<br />
  81. 81. URLs / Page Titles that don’t change<br />
  82. 82. Complicated Links<br />URLs with 2+ dynamic parameters: http://www.thedailyanchor.com/page.php?id=4&CK=34rr&User=%Tom% <br />Pages with more than 100 unique links to other pages on the site (spiders may not follow each link.)<br />
  83. 83. Things That Will Confuse A Spider<br />‘Deep Linked’ Pages<br />Pages requiring a “Session ID” or Cookie to enable navigation <br />“frames”<br />
  84. 84. Things That Will Kill A Spider (1 of 2)<br />Pages accessible only via a select form and submit button<br />Pages requiring a drop down menu to access them<br />Documents accessible only via a search box <br />Documents blocked purposefully<br />
  85. 85. Things That Will Kill A Spider (1 of 2)<br />Pages requiring a login.<br />Pages that re-direct before showing content <br />Having an excessively slow page load time. (Greater than 30 seconds)<br />
  86. 86. Spiders Hate Black Hat SEO<br />Reciprocal Link Trading<br />Cloaking<br />Promoting Keywords not related to your Web Site<br />Keyword Stacking<br />Keyword Stuffing<br />Hidden Text<br />Tiny Text<br />Hidden Links<br />
  87. 87. Spiders Hate Black Hat SEO<br />Artificial Link Farms<br />Redirects<br />Mirror or Duplicate Pages<br />Doorway Pages, Gateway Pages or Hallway Pages<br />Domain spam & Mirror Sites<br />Typo spam and Cybersquatting<br />Automated Blog Spam<br />
  88. 88.
  89. 89. KarateSEO© - The Six Factors<br />Keywords <br />Architecture<br />Relevant Content <br />Authority & External Links<br />Trouble Signs<br />Experience on Site<br />
  90. 90. Search Engine Marketing<br />Online Advertising Trends & Stats<br />
  91. 91.
  92. 92. Search – Largest share<br />Growth Of Search: Marketers Voting With Their Dollars<br />Search most dominant form of web advertising<br />3X growth every year since 2001<br />45 searches per month, per user<br />
  93. 93. Search – Most Cost Effective<br />
  94. 94. What is Google AdWords<br />
  95. 95. Sample Ads on Google Search<br />
  96. 96. … And The Google Content Network<br />
  97. 97. Sample Ads on Content Network<br />
  98. 98. Your Campaign Structure<br />
  99. 99. Sample Campaign – Flower Shop<br />
  100. 100. Sample Campaign – Hotel in London <br />
  101. 101. The Sweet Spot for Keywords<br />
  102. 102. Why use AdWords?<br />
  103. 103. Highly Targeted<br />Only shows on relevant searches or content<br />
  104. 104. Vast Reach & Audience<br />Reach billions of people, across the world – with just one advertising platform<br />#1 search engine in 17 out of 20 countries measured<br />Your customers<br />search Google in their own language<br />“Google is arguably the most global commercial Web site ever built.”<br />– John Yunker, Chief Analyst, Byte Level Research<br />
  105. 105. Affordable & Cost Control<br />No minimum spend<br />You decide the daily budget<br />Choose how much to pay for each keyword<br />Only pay when users click your ad<br />More cost effective than Banner ads, Direct mail, Offline advertising<br />Completely trackable – Shows how profitable each keyword is<br />
  106. 106. Fast & Flexible<br />Start advertising within 15 minutes<br />Start & Stop whenever you want<br />Unlimited changes, no charges<br />Target ads by location, language & topic<br />Ability to test multiple ads at once<br />
  107. 107. AdWords Terminologies<br />
  108. 108. A Typical Text Ad<br /> Ad Title (25 character limit)<br /> Ad Text (35 character limit)<br /> Display URL (35 character limit)<br />
  109. 109. Clicks<br />People who click on your advertisements<br />Cost you $$$, everytime somebody clicks<br />
  110. 110. Impressions<br />Number of times you ad shows<br />On Google Search<br />Content Partners (Gmail, NY Times, About.com etc)<br />Popular keywords: 1000s of impressions/day<br />Rare keywords: <100 impressions/month<br />
  111. 111. CTR – Click Through Rate<br />For every 100 people that see your ad<br />How many click it?<br />Example<br />1000 impressions<br />34 clicks<br />3.4% CTR<br />
  112. 112. CPC – Cost Per Click<br />When somebody clicks on your ad<br />You pay<br />Between SGD .02 and SGD 20 (every time)<br />Different CPC for search, content & placement<br />
  113. 113. Conversions – the Magic Juice<br />Conversion<br />An action by your website visitor that makes you money (E.g. Sale or Email opt-in)<br />Conversion Rate<br />For every 100 visitors, how many conversions<br />Cost Per Conversion<br />How many $$$ does it cost per conversion?<br />
  114. 114. Google Adwords Tool: Priceless!<br />https://adwords.google.com/select/KeywordToolExternal<br />
  115. 115. How to set your SEM Budget<br />
  116. 116. The right expectation for your budget<br />Very much depends on your keyword competition<br />Cost of Ads $$: #1 Google, #2 Yahoo #3 Bing etc…<br />If possible, proportionally match to seasonal business<br />Seasonal adjustments? More competitive on off-season periods?<br />Degree of exposure?<br />Continuously optimizing?<br />
  117. 117. Calculating your SEM budget:<br />No. of <br />Sales<br />Conversion Rate (%)<br />No. of<br />Visitors<br />Cost Per Click ($)<br />Budget<br />
  118. 118. Calculating your SEM budget: An Example<br />Your marketing goal is to sell 1000 Creative Sounds Systems globally every month<br />CPC for “Creative Sound Systems” = $1.16<br />Your website converts2%of its visitors<br />Each sale would cost $58 or 1 sale per 50 visitors<br />1000 systems sold would cost you $5800/ month<br />
  119. 119. Facebook.com/happymarketer<br />
  120. 120. “Create Relevance” <br />David Liem<br />Senior Consultant, Happy Marketer<br />david@happymarketer.com<br />Twitter - @daveliem<br />
  121. 121. Effective Websites<br />Seven ways to convert visitors into buyers<br />
  122. 122. 1. Make The Home Page Useful<br />
  123. 123. Reaffirm your brand and site purpose<br /><ul><li>Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points.
  124. 124. Avoid long introductions as customers will seek this information in the ‘about us’ section.</li></li></ul><li>Find the optimal page layout<br /><ul><li>Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page.</li></li></ul><li>Test product promotions<br /><ul><li>Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals.
  125. 125. Popular or seasonal products that are profitable for you should be visible on the homepage.</li></li></ul><li>Make it easy to navigate further<br /><ul><li>You want visitors to proceed beyond your homepage.
  126. 126. With so many potential routes a visitor could take, make sure they don’t get lost.
  127. 127. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.</li></li></ul><li>1. Top Tips for Home Pages<br />Reaffirm your brand and site purpose: <br />Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points. Avoid long introductions as customers will seek this information in the ‘about us’ section.<br /> Find the optimal page layout: <br />Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page. <br />Test product promotions: <br />Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals. Popular or seasonal products that are profitable for you should be visible on the homepage.<br />Make it easy to navigate further: <br />You want visitors to proceed beyond your homepage. With so many potential routes a visitor could take, make sure they don’t get lost. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.<br />
  128. 128. 2. Bring Me To The Right Page<br />
  129. 129. Link ads to the right page<br /><ul><li>Product-specific ads and keywords should link to product specific pages;
  130. 130. More general ads about a product or service category should link to more general pages.  
  131. 131. Avoid directing visitors to search results pages.</li></li></ul><li>Mirror your ad title<br /><ul><li>Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.</li></li></ul><li>Ensure selling points are visible<br /><ul><li>If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site.
  132. 132. Make sure selling points from your ad are clearly visible on your landing page.</li></li></ul><li>2. Top Tips for Landing Pages<br />Link ads to the right page: <br />Product-specific ads and keywords should link to specific pages; <br />More general ads about a product or service category should link to more general pages.  <br />Mirror your ad title: <br />Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.<br />Ensure selling points are visible: <br />If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site. <br />Ensure selling points from your ad are visible on your landing page.<br />
  133. 133. 3. Help Me Navigate<br />
  134. 134. Make product/service categories visible<br /><ul><li>People need to see how to navigate in order to do so.
  135. 135. Use clear labels/titles to show what products and services you offer.
  136. 136. Build a navigation structure that is intuitive and not too complex.</li></li></ul><li>Use easy-to-understand terms<br /><ul><li>When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing.
  137. 137. Avoid jargon where possible.</li></li></ul><li>Highlight where to go next<br /><ul><li>Help the user understand how they can get from A to B in the easiest possible way.
  138. 138. Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.</li></li></ul><li>3. Top Tips for Navigation<br />Make product/service categories visible: <br />People need to see how to navigate in order to do so. <br />Use clear labels/titles that show what product and service categories you offer. <br />Build a navigation structure that is intuitive and not too complex.<br />Use easy-to-understand terms: <br />When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing. Avoid jargon where possible.<br />Highlight where to go next: <br />Help the user understand how they can get from A to B in the easiest possible way. <br />Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.<br />
  139. 139. 4. Give Me The Right Search Results<br />
  140. 140. Check quality of results<br /><ul><li>Is your site’s search function working well?
  141. 141. Ensure visitors are getting relevant results, even when they search on synonyms or misspellings. </li></li></ul><li>Make site search visible<br /><ul><li>Visitors to your site should be able to see, at a glance, where to search.
  142. 142. Consider enlarging your search box or making it more prominent.
  143. 143. Ideally 27 characters wide.</li></li></ul><li>Allow customers to sort results<br />People like to be able to sort through search results. <br />Allow visitors to order what they see by anything from price or popularity to colour, style etc.<br />
  144. 144. Lay out search results clearly<br /><ul><li>Ensure visitors can glance through search results and compare listings easily to decide where to click next. </li></li></ul><li>4. Top Tips for Site Search<br />Check quality of results: <br />Is your site’s search function working well? Ensure visitors are getting relevant results, even when they search on synonyms or misspellings. <br />Make site search visible: <br />Visitors to your site should be able to see, at a glance, where to search. Consider enlarging your search box or making it more prominent.<br />Allow customers to sort results: <br />People like to be able to sort through search results. Allow visitors to order what they see by anything from price or popularity to colour, style etc.<br />Lay out search results clearly: <br />Ensure visitors can glance through search results and compare listings easily to decide where to click next. <br />
  145. 145. 5. Make Registration Optional<br />
  146. 146. Allow purchase without registration<br /><ul><li>Let customers buy from you without creating an account.
  147. 147. You can still capture details like their email address in your payment details form;
  148. 148. You can also offer them the opportunity to register post-sale.</li></li></ul><li>Make registration easy<br /><ul><li>Try to reduce the amount of information required to register.
  149. 149. Stick to the details you really need.</li></li></ul><li>Highlight the benefits<br /><ul><li>If you want to encourage customers to register, let them know how this will benefit them.</li></li></ul><li>5. Top Tips for Registration<br />Allow purchase without registration: <br />Let customers buy from you without creating an account. You can still capture details like their email address in your payment details form; you can also offer them the opportunity to register post-sale.<br />Make registration easy: <br />Try to reduce the amount of information required to register. Stick to the details you really need.<br />Highlight the benefits: <br />If you want to encourage customers to register, let them know how this will benefit them.<br />
  150. 150. 6. Make It Easy To Enquire<br />
  151. 151. Don’t ask for unnecessary details<br /><ul><li>Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.</li></li></ul><li>Show transparent steps<br /><ul><li>Use a status bar to show what stage a customer is at in the checkout process.
  152. 152. This sets expectations and makes the process seem manageable. </li></li></ul><li>Expedite the process<br /><ul><li>Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.</li></li></ul><li>Avoid distractions<br /><ul><li>You may want to remove advertising and unnecessary navigation bars from your checkout process.
  153. 153. Minimize distractions that might lead a customer to move elsewhere.</li></li></ul><li>6. Top Tips for Enquiries<br />Don’t ask for unnecessary details: <br />Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.<br />Show transparent steps: <br />Use a status bar to show what stage a customer is at in the checkout process. This sets expectations and makes the process seem manageable. <br />Expedite the process: <br />Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.<br />Avoid distractions: <br />You may want to remove advertising and unnecessary navigation bars from your checkout process. Minimize distractions that might lead a customer to move elsewhere.<br />
  154. 154. 7. Reassure Me<br />
  155. 155. Offer transparency on risks & price<br /><ul><li>Be transparent about total costs and inform customers early on about any extra charges.
  156. 156. It can also be beneficial in the checkout process to offer downloadable information.</li></li></ul><li>Clarify what happens after purchase<br /><ul><li>Make sure a customer knows how long the next step will take.
  157. 157. You should have immediate online email confirmation, and set expectations for an offline reply.</li></li></ul><li>Offer security<br /><ul><li>Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol.
  158. 158. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.</li></li></ul><li>7. Top Tips To Reassure<br />Offer transparency on risks & price: <br />Be transparent about total costs and inform customers early on about any extra charges. It can also be beneficial in the checkout process to offer downloadable information.<br />Clarify what happens after purchase: <br />Make sure a customer knows how long the next step will take. You should have immediate online email confirmation, and set expectations for an offline reply.<br />Offer security: <br />Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.<br />
  159. 159. Website Principles<br />Home page<br />Landing Page<br />Navigation <br />Site Search<br />Registration<br />Enquiry Forms<br />Trust<br />
  160. 160. Social Media Marketing<br />How it will completely transform your business<br />
  161. 161. Social Media Outline<br />Social Media Success Stories<br />Online Reputation Management (ORM) Tools <br />KPI’s for Social Media Campaigns<br />Social Media Measurement Tools <br />B2B Marketing<br />Blog Marketing <br />Twitter Marketing<br />Facebook Marketing<br />Viral Marketing<br />What / What Not to Outsource in Social Media<br />
  162. 162. Land of Govt Campaigns<br />
  163. 163. City of Brotherly Love<br />
  164. 164.
  165. 165.
  166. 166.
  167. 167.
  168. 168. Consumer power<br />
  169. 169. Social Media Success in Asia<br />
  170. 170. The results? <br />3 million<br />social media views<br />19,000 <br />Likes<br />9000 <br />comments<br />88th<br />most watched video on Youtube. <br />
  171. 171. Online Reputation Tools<br />
  172. 172.
  173. 173.
  174. 174. websitegrader.com/site/www.idrc.org.sg/<br />
  175. 175.
  176. 176.
  177. 177. Alexa<br />
  178. 178. YoutubeMarketing<br />
  179. 179. Viral Videos<br />http://www.blendtec.com/willitblend/<br />
  180. 180. Setting up a Youtube channel<br />
  181. 181. Objectives <br />Brand awareness<br />Recruitment <br />Product Training <br />Product advertising <br />Direct Sales<br />
  182. 182. Customer experience<br />Air Asia<br />
  183. 183. Demonstration<br />Cnet - Product and service demo<br />
  184. 184. Video Blogs<br />Ask a Ninja <br />
  185. 185. Ads and Viral Videos<br />
  186. 186. Facebook Marketing<br />Groups, Pages, and Website Integration<br />
  187. 187. Customer Service<br />http://www.facebook.com/AirAsia<br />
  188. 188. How to Make an Engaging Fan Page<br />Welcome Page<br />Social Profiles and Contact Information<br />Testimonial Page<br />Newsletter and Opt-In Form<br />Secret Membership Area<br />Contests and Special Events<br />Article Links<br />Job Board<br />Analytics<br />
  189. 189. #1 Welcome Page<br />
  190. 190. #2 Social Profiles and Contact Information<br />
  191. 191. #3 Testimonial Page<br />
  192. 192. #4 Newsletter and Opt-In Form<br />
  193. 193. #5 Secret Membership Area<br />
  194. 194. #6 Contests and Special Events<br />
  195. 195. #7 Article Links<br />
  196. 196. #8 Job Board<br />
  197. 197. #9 Analytics<br />You can track the interactions on each of your FBML pages using Google Analytics<br />Decide which tabs should stay or which should go<br />
  198. 198. Pringles<br />
  199. 199. ASPCA<br />
  200. 200. Pepsi<br />
  201. 201. Integrating Facebook to your Website<br />Widgets – Promote your fan page<br />Open Graph - Enables you to integrate your web pages into the social graph. <br />
  202. 202. Twitter Marketing<br />Build your business one tweet at time<br />
  203. 203. Twitter Marketing Made Easy<br />Sign up at Twitter.com. It’s free!<br />Create a profile for your business.<br />Use the search feature to find messages about your company, products, or services.<br />
  204. 204. Take Action!<br />Click the Reply button.<br />Send the person who posted the message a brief helpful response.<br />Look at the next message you found about your company or products.<br />Repeat steps 1 through 3.<br />
  205. 205. B2B Marketing<br />
  206. 206. B2B Marketing Tips <br />Be a thought leader <br />Blog, publish articles on other sites, speak, videos, podcast, discussion forums<br />Collaborate with others in your industry<br />Share expertise/content for better customer experience<br />Be Human<br />Online + Offline Networking<br />
  207. 207. KPI’s for Social Media Campaigns<br />
  208. 208. Company Website & Blogs Metrics <br />Number of posts, comments <br />Audience growth—unique and repeat visits <br />Number of conversions – Adwords, site goals<br />Conversion rate <br />Subscribers <br />Incoming links <br />Technorati, Alltop and other directory listings <br />SEO improvements, keyword rankings, and # ranked words<br /> The Definitive Guide to B2B Social Media, by Marketo<br />
  209. 209. Social Media Networking Metrics<br />Quantitative <br />Fans, followers, page views<br />Authority<br />Velocity<br />Channel performance<br />Conversions<br />Comments/posts<br />Pages ranking on search engines<br />ROI on Money and Time spent<br />
  210. 210. Social Media Networking Metrics<br />Qualitative<br />Influencer sharing behavior <br />Quality of conversation<br />Enhancement of relationships with key audiences<br />Enhancement of company reputation<br />Identification & value of Influencers<br />Fan likelihood to promote or offline event etc<br />
  211. 211. Measurement Tools<br />Facebook, Twitter, YouTube, Listening Tools<br />
  212. 212. Facebook Insights<br />
  213. 213. Facebook Insights<br />
  214. 214. Facebook Insights<br />
  215. 215. Twitter Tools<br />http://www.wchingya.com/2009/03/killer-apps-for-successful-network-in.html<br />
  216. 216. Twitter Clients<br />
  217. 217. Lots of other quality tools to choose!<br />http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/<br />or<br />http://bit.ly/SMtools<br />
  218. 218. Blog Marketing<br />
  219. 219. Types of Blogs<br />Wordpress<br />
  220. 220. Types of Blogs<br />Blogger<br />
  221. 221. Types of Blogs<br />tumblr<br />
  222. 222. Types of Blogs<br /><ul><li>Posterous</li></li></ul><li>Internal Blogs (Integrated with Website)<br />Fits into the look & feel of your website<br />No any additional expenses for domain names and hosting<br />Built-in audience of your website visitors<br />Tone should be similar to website content’s tone<br />Links from other bloggers help your PageRank<br />More content helps increase your SEO, as the size of your site increases<br />
  223. 223. External blog<br />Hosted on it’s own domain or Blogger / Wordpress<br />Gives the blog its own identity, separate from site<br />Can have a different tone & purpose from the main website<br />Aim to reach a new audience <br />Expand your company branding by making it edgier, more fun or less fun! <br />Lots of extra effort in marketing a brand new website<br />
  224. 224. Company Blog Lessons<br />http://www.blogsouthwest.com/<br />
  225. 225. Relevant Content to Specific Interests<br />
  226. 226. Viral Marketing<br />
  227. 227. Viral Marketing<br />Make people feel something (joy, love, hate)<br />Do something unexpected<br />Do not try to make advertisements <br />Have a great story<br />Allow Sharing, comments, downloading and embedding<br />http://mashable.com/2010/05/12/cheeseburger-ceo-on-memes/<br />
  228. 228. Outsourcing Social Media Projects<br />
  229. 229. Outsourcing Social Media<br />What Should You Outsource?<br />Any technical that doesn’t require your personality or involvement. Facebook/Twitter, Automated Messages<br />So What Shouldn’t You Outsource?<br />The bottom line is that social media networking is about the conversation—so don’t outsource that!<br />

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