SEO, In a nutshell Page Coding • Code all pages to conform to SEO best prac7ce • Enable Search Engines to ﬁnd and catalogue the informa7on in the web pages more eﬀec7vely Keywords • Keyword Research • Enrich site copy with keywords and keyword density • Inject keywords into page 7tle, meta tags, etc Link Building • Search Engine Submissions • Directory Lis7ngs • Ar7cle Submissions, Blog Posts, Blog Comments, etc
Google Analy7cs • Analy7cs tell you how visitors found your site and how they interact with it. • Analy7cs compares the behavior of visitors who were referred from digital adver7sing, keywords, search engines, and emails, giving valuable insight into how to improve your sites content and design. • Google Analy7cs is one of the most popular globally, and free to use.
Making Sense of YOUR Content • Is comprised of images, graphics, copy (text), video, audio, documents, etc. • Has to be developed and/or repurposed for the target users to achieve maximum impact. • Brevity is key due to users “scanning” rather than “consuming” it all. • Regular content updates ensures con7nuous engagement. • Accuracy, relevance and context are important.
The Next BIG Thing: Content Marke7ng • Content marke7ng is a marke7ng technique of crea7ng and distribu7ng relevant and valuable content to a`ract, acquire, and engage a clearly deﬁned and understood target audience – oben with the objec7ve of driving proﬁtable ac7ons.
Viral (Content Marke7ng) • Viral marke7ng refers to marke7ng techniques that use pre-‐exis7ng social networks and other technologies to produce increases in brand awareness or to achieve other marke7ng objec7ves (such as product sales) in a self-‐replica7ng manner • It can be delivered by word of mouth or enhanced by the network eﬀects of the Internet and mobile networks in the form of video clips, interac7ve games, advergames, ebooks, brandable sobware, images, text messages, email messages, or web pages.
Key insights on Content Marke7ng • Success comes from commidng to the hard work (RedBull Stratos took 7 years to put together) • BIG, consistent ideas that move YOUR “TRIBE” • Brands are now publishers as well as marketers (RedBull Stratos achieved over US$ 120M in equivalent ad spend brand visibility) • Use the “hub and spoke” approach to leverage YOUR brand content across ALL available digital plajorms (ﬁsh where the ﬁsh are, wherever it is, Mobile, Facebook, Twi`er, etc).
(Hub and Spoke) Content Marke7ng Google YouTube Mobile LinkedIn Web Site Twi`er Blog YOUR BRAND Facebook Consumer Email Engagement
Tradi7onal VS Social Media Tradi&onal Media Social Media Brand in control Audience in control Monologue Dialogue Message repe77on Adap7ng the message Focused on the brand Focused on the audience/adding value Educa7ng Inﬂuencing/involving Adver7ser creates the content User generated content/co-‐crea7on
Social Media: Rules of Engagement Listen Par7cipate Facilitate Generate Buzz Develop Community
5 success factors for social media Engage your audience and make the campaign fun: Reason to par7cipate (oﬀers, games, challenges, puzzles) Give them something to remember, share and talkabout Create something permanent for post campaign: Campaigns are 7me sensi7ve–create something If your campaign messaging is consistent with that can last aber the campaign ﬁnishes e.g. brand/product, then it has longevity Youtube video, photo collage, applica7on
5 success factors for social media Consistency of message with the brand/product Requires collabora7on with members of the community Members who are involved will usually be generous in sharing People like to be part of something informa7on with others within their network Encourage Conversa7ons online and oﬄine People who have knowledge can help create a level of connec7vity Empower the community by engaging them in conversa7on with other current and poten7al customers via word of mouth
Social Media Dos and Don’ts Dos Don’ts • If possible, update your • Always acknowledge Post regular fans before the media, or the fans eﬀorts to updates. at least at the same 7me Ignore comments engage or ques7ons • Always reply in an Provide individual manner customer service Fail to update community on major oﬄine Answer • Or let users know you will ac7vi7es be in touch with an ques7ons within answer soon less than 3 days Use social media • Communica7ons Engage with the to broadcast the should be adapted to same their medium, one community – communica7ons size doesnt’t ﬁt all dialogue with than oﬄine them
Mobile Marke7ng • Over 90% of all phones in Africa are mobile. • At the end of 2011, Africa had 650 mobile subscribers. At the end of 2012, this number will rise to 735 million • Kenya now has approximately 30 million mobile subscribers – 75% mobile penetra7on • Mobile accounts for over 98% of ALL Internet subscrip7ons in Kenya – this trend is consistent in most of Africa. Sources: GSMA and the Communications Commission of Kenya
“Mobile” is highly fragmented Call Call/Text GPRS/EDGE Bluetooth Mobile WAP QR Code Apps Email WIFI GPS Email 3G Augmented Reality 4G/LTE
The reality is that as much as 90% of mobile internet usage in Africa is done over low-‐cost brands feature phones that typically have GPRS/ EDGE speeds. The most popular mobile internet device from research is the Nokia 1680 Classic
The inexpensive Huawei IDEOS kicked oﬀ Kenya’s smartphone revolu7on 2 years ago as hundreds of thousands of units sold. Android is the fastest growing smartphone OS in Kenya. Smartphones are less than 10% of ALL mobile internet usage in most of Africa.
Africa has become a global hotspot for mobile app developers on feature phones and smartphones. However, the reality is that Africa is a very nascent mobile app market with reach oben being less than 5% of total mobile internet traﬃc.
7 Keys to Content Marke7ng Data is the Brands are Content Content Great ideas Storytelling Strategy and founda7on now needs to be MUST have a and crea7ve binds content commitment for great Publishers GREAT purpose lead the way together is key content