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The 3 Key Steps to Getting Found Online: Paid, Owned and Earned

There is a problem in getting found online and that is with over 215 million websites and more than 150 million blogs that there is a lot of clutter and noise that you need to breakthrough to get noticed. In this presentation we look at 3 key strategies to be found online. Paying for it, optimizing your owned online assets and earning it. This involes takiWhat are the

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The 3 Key Steps to Getting Found Online: Paid, Owned and Earned

  1. 1. 3 Key Steps to Getting Found Online: Paid, Owned & Earned Speaker: Jeff Bullas Date: Sept 1, 2011
  2. 2. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Agenda </li></ul><ul><li>Getting Found Online </li></ul><ul><ul><li>The Problem </li></ul></ul><ul><ul><li>The Solutions </li></ul></ul><ul><ul><ul><ul><li>Paid </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Owned </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Earned </li></ul></ul></ul></ul><ul><ul><li>Case Studies </li></ul></ul><ul><ul><li>The Takeaways </li></ul></ul>
  3. 3. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>The Problem </li></ul><ul><li>Over 215 million websites </li></ul><ul><li>More than 155 million blogs </li></ul><ul><li>Nearly 800 Million Facebook Users </li></ul><ul><li>2 Billion Internet Users </li></ul><ul><li>1 Trillion Facebook page views in June </li></ul>
  4. 4. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export The Problem
  5. 5. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export The Problem
  6. 6. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Technology Can Be A Challenge
  7. 7. Professional Education & Training Driving excellence in International Trade for 50 years Think Digital, Go Global  “ Digital  Marketing  is the promoting of brands using all forms of digital advertising channels to reach consumers”
  8. 8. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Digital Marketing
  9. 9. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Paid Media
  10. 10. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Benefits of Paid </li></ul><ul><ul><ul><li>Immediacy </li></ul></ul></ul><ul><ul><ul><li>Scale </li></ul></ul></ul><ul><ul><ul><li>Control </li></ul></ul></ul>
  11. 11. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Challenges of Paid </li></ul><ul><ul><ul><li>Clutter </li></ul></ul></ul><ul><ul><ul><li>Declining Response </li></ul></ul></ul><ul><ul><ul><li>Poor Credibilty </li></ul></ul></ul>
  12. 12. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Optimising Paid </li></ul><ul><ul><ul><li>Placement </li></ul></ul></ul><ul><ul><ul><li>Timing </li></ul></ul></ul><ul><ul><ul><li>Headlines </li></ul></ul></ul><ul><ul><ul><li>Design </li></ul></ul></ul>
  13. 13. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Top 5 Rules to Paid Ads </li></ul><ul><ul><li>Animated outpull non animated </li></ul></ul><ul><ul><li>Offer must be clear and compelling </li></ul></ul><ul><ul><li>Ad should be graphically enticing </li></ul></ul><ul><ul><li>Have a call to action </li></ul></ul><ul><ul><li>Place your banner ad where your target audience hangs out </li></ul></ul>
  14. 14. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Measuring Paid </li></ul><ul><ul><ul><li>Google Adwords Reports </li></ul></ul></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul><ul><ul><ul><li>Facebook Ads reports </li></ul></ul></ul><ul><ul><ul><li>Facebook Insights </li></ul></ul></ul>
  15. 15. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Case Studies: Paid Old Spice :
  16. 16. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Case Studies: Paid The Luggage Professionals
  17. 17. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Case Studies: Paid Toys Paradise
  18. 18. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Takeaway: Paid They are the catalyst to fast track your digital marketing for being found online
  19. 19. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Owned Media Website Blog Social
  20. 20. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Benefits of Owned </li></ul><ul><ul><ul><li>Control </li></ul></ul></ul><ul><ul><ul><li>Cost Efficiency </li></ul></ul></ul><ul><ul><ul><li>Longevity </li></ul></ul></ul><ul><ul><ul><li>Versatility </li></ul></ul></ul>
  21. 21. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Challenges of Owned </li></ul><ul><ul><li>No Guarantees </li></ul></ul><ul><ul><li>Company Communication not Trusted </li></ul></ul><ul><ul><li>Takes Time to Scale </li></ul></ul>
  22. 22. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Challenges of Owned
  23. 23. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Challenges of Owned
  24. 24. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Optimising Owned </li></ul><ul><ul><li>Well designed website </li></ul></ul><ul><ul><li>Blog built for sharing </li></ul></ul><ul><ul><li>Social properties linked </li></ul></ul><ul><ul><li>Develop a strategy </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>SEO </li></ul></ul>
  25. 25. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Optimising Owned </li></ul><ul><li>Three Keys to Optimizing your Owned Web Properties </li></ul><ul><ul><ul><ul><ul><li>Optimize for Search </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Optimize Social </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Optimize Content </li></ul></ul></ul></ul></ul>
  26. 26. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned: Search Search Engine Optimisation (SEO)
  27. 27. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned: Optimizing Search Optimizing the Website and Blog
  28. 28. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
  29. 29. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
  30. 30. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
  31. 31. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
  32. 32. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
  33. 33. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
  34. 34. Professional Education & Training Driving excellence in International Trade for 50 years Social Media Revolution YouTube Video – Social Media Revolution 2 Refresh
  35. 35. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Content – Media Types
  36. 36. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Content - Publish to Multiple Social Media Channels
  37. 37. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Measuring Owned </li></ul><ul><ul><li>Google Analytics </li></ul></ul><ul><ul><li>Wordpress Stats </li></ul></ul><ul><ul><li>YouTube views </li></ul></ul><ul><ul><li>Twitter Tools - Hootsuite </li></ul></ul><ul><ul><li>Facebook Insights </li></ul></ul>
  38. 38. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Measuring Owned Google Analytics
  39. 39. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Measuring Owned Facebook Insights
  40. 40. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Case Study: Owned </li></ul><ul><li>JeffBullas.com </li></ul><ul><li>Aussie bum </li></ul><ul><li>Shoes of Prey </li></ul><ul><li>Wine Library TV </li></ul>
  41. 41. Professional Education & Training Driving excellence in International Trade for 50 years CASE STUDIES: JeffBullas.com
  42. 42. Professional Education & Training Driving excellence in International Trade for 50 years CASE STUDIES: AussieBum.com.au
  43. 43. Professional Education & Training Driving excellence in International Trade for 50 years <ul><li>CASE STUDIES: AussieBum </li></ul><ul><li>Keys To Online Success </li></ul><ul><li>Have a website </li></ul><ul><li>They are on multiple social media channels (Facebook, Twitter and YouTube) </li></ul><ul><li>You can buy online globally </li></ul><ul><li>Use multiple media including online videos </li></ul>
  44. 44. Professional Education & Training Driving excellence in International Trade for 50 years CASE STUDIES: Shoes Of Prey
  45. 45. Professional Education & Training Driving excellence in International Trade for 50 years <ul><li>CASE STUDIES: Shoes Of Prey </li></ul><ul><li>Keys To Online Success </li></ul><ul><li>You can find them online </li></ul><ul><li>Google Adwords - targeted </li></ul><ul><li>YouTube – put videos online to go viral </li></ul><ul><li>They use social media inc Facebook & Twitter </li></ul><ul><li>You can buy online </li></ul>
  46. 46. Professional Education & Training Driving excellence in International Trade for 50 years Case Study: Wine Library TV
  47. 47. Professional Education & Training Driving excellence in International Trade for 50 years <ul><li>Case Study: Wine Library TV </li></ul><ul><li>Key Reasons for Success </li></ul><ul><li>Passion </li></ul><ul><li>Promotion on Social Media </li></ul><ul><li>Uniqueness </li></ul><ul><li>Persist and be patient </li></ul>
  48. 48. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Earned Media </li></ul><ul><li>Where it all comes together </li></ul><ul><li>Viral </li></ul><ul><li>Buzz </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Trust </li></ul><ul><li>PR </li></ul>
  49. 49. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Benefits of Earned </li></ul><ul><ul><ul><li>Most credible </li></ul></ul></ul><ul><ul><ul><li>Key role in most sales </li></ul></ul></ul><ul><ul><ul><li>Transparent and has longevity </li></ul></ul></ul><ul><ul><ul><li>Global reach </li></ul></ul></ul>
  50. 50. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Challenges of Earned </li></ul><ul><ul><ul><li>No Control </li></ul></ul></ul><ul><ul><ul><li>Can be negative </li></ul></ul></ul><ul><ul><ul><li>Harder to measure </li></ul></ul></ul><ul><ul><ul><li>Scaling </li></ul></ul></ul>
  51. 51. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Optimizing Earned </li></ul><ul><ul><ul><li>Its not free </li></ul></ul></ul><ul><ul><ul><li>Humour & Entertainment </li></ul></ul></ul><ul><ul><ul><li>Use Mass Media as a Catalyst </li></ul></ul></ul><ul><ul><ul><li>Build online assets </li></ul></ul></ul>
  52. 52. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Measuring Earned </li></ul><ul><ul><ul><li>Google Analytics </li></ul></ul></ul><ul><ul><ul><li>Paid Tools for measuring “Buzz” - Radian 6 </li></ul></ul></ul>
  53. 53. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Case Studies: Earned </li></ul><ul><ul><ul><li>Old Spice Campaign </li></ul></ul></ul><ul><ul><ul><li>Will it Blend? </li></ul></ul></ul>
  54. 54. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Case Studies: Earned </li></ul><ul><ul><ul><li>Old Spice Campaign </li></ul></ul></ul><ul><ul><li>Multiple Channel Strategy </li></ul></ul><ul><ul><li>Traditional and Digital </li></ul></ul>
  55. 55. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Case Studies: Earned </li></ul><ul><ul><li>11 Social Media Marketing Lessons from the Old Spice Campaign </li></ul></ul>
  56. 56. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Case Studies: Earned </li></ul><ul><li>11 Lessons </li></ul><ul><ul><li>1. Keep Your Videos Short and Snappy </li></ul></ul><ul><ul><li>2. Turn Your Advertising into “Content” that is Easy to Share </li></ul></ul><ul><ul><li>3. Make you Marketing Content Searchable </li></ul></ul><ul><ul><li>4. Be Everywhere </li></ul></ul><ul><ul><li>5. Respond in Real Time </li></ul></ul><ul><ul><li>6.  Use Other People’s and other Media’s Networks (for free) </li></ul></ul><ul><ul><li>7. Use Social Media to Activate Mass Media </li></ul></ul><ul><ul><li>8. Keep the Content Pumping </li></ul></ul><ul><ul><li>9. Drive Engagement through Personalization </li></ul></ul><ul><ul><li>10. If it Works Keep Repeating a Proven Formula </li></ul></ul><ul><ul><li>11. Add a Negative Twist </li></ul></ul>
  57. 57. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Case Studies: Earned </li></ul><ul><ul><li>Old Spice Campaign Results </li></ul></ul>
  58. 58. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Case Studies: Earned </li></ul><ul><ul><ul><li>Will it Blend? </li></ul></ul></ul>
  59. 59. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Case Studies: Earned </li></ul><ul><ul><ul><li>Will it Blend? Results </li></ul></ul></ul>
  60. 60. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export <ul><li>Takeaways </li></ul><ul><ul><ul><li>Make Paid Media Your Catalyst </li></ul></ul></ul><ul><ul><ul><li>Create a Hub and Spoke Model of Owned Media </li></ul></ul></ul><ul><ul><ul><li>Earned Media will take time – be patient </li></ul></ul></ul>

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