Learn how to use Search Marketing and Social Media to grow your business

1. Full-service online + interactive marketing firm
The Three Pronged Approach to
Presented to:
Digital Marketing
DePaul Seminar

2. About Marcel Media
Marcel Media is a full service, award-winning, interactive marketing
agency specializing in Search Engine Marketing (SEM).
We provide creative and customized marketing solutions such as Pay
Per Click (PPC), Search Engine Optimization (SEO), Social Media,
Interactive Facebook Applications, Conversion Optimization, Website
Development and Web Analytics.
@marcelmedia
Facebook.com/marcelmedia
www.marcelmedia.com/blog
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3. About Kelly Cutler
Kelly Cutler is the CEO of Marcel Media,
an award-winning, interactive,
marketing firm specializing in Search
Engine and Social Media Marketing.
Beginning her career in 1997 with
companies including AOL and Classified
Ventures, Kelly‟s currently serves as the
first woman president of the Chicago
Entrepreneurs‟ Organization. She is also
an instructor at the University of Chicago
and DePaul University, and speaking on
industry topics across the country. Connect with Kelly on
http://www.linkedin.com/in/kellycutler
or
http://twitter.com/kfcutler
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4. How Does Your Customer Spend Their Time Online?
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5. The Three Pronged Digital Marketing Approach
Search Marketing
• Search Engine Optimization
• Pay-Per-Click Advertising
Website Analytics
• Google Analytics
• Conversion Rate Optimization
Social Media Marketing
• Social Media Marketing : The
Breakdown
• Social Media Platforms
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6. Search Engine Marketing
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7. Search Engine Optimization
What is Search Engine Optimization (SEO)?
SEO is the process of improving the visibility of a website or a web page in search
engines via the “natural” or un-paid search results. An SEO strategy is designed to help
organizations generate awareness, traffic and sales through natural placement on the
search engine results page.
Elements of SEO:
 On Page SEO
 Off Page SEO
Benefits of SEO:
 Drives traffic to your website
 Cost effective customer acquisition
 Broadens your customer base
 Establishes brand longevity
 Increases visibility
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8. 7 Simple SEO Tips
 URL Structure- Keyword heavy, static appearing
(.html as opposed to .php or .asp) and hyphen delimited.
 ALT Tags - ALT tags should be image specific keywords,
image filenames should be all lowercase, image-specific
keywords with hyphen delimiters
 XML Site Map - Lays out the site architecture in an easy
to process web document so all pages can be crawled and indexed by Search Engines
 Title Tags – Should be comprised of two sections. A keyword portion first, separate with a
pipe bar (|) then a branding portion. Keyword portion should be less than 65 characters
and positioned with page-specific keywords (head terms)
 Navigation-This should be top-level, and text-based HTML (don‟t use flash, don‟t place in
footer)
 Start a blog and syndicate content across the web on sites like Ezine, Scribd, social
media (Facebook & Twitter) and social bookmarking (Tumblr, Digg, Delicious) sites
 Press Release Optimization
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9. Pay-Per-Click (PPC)
What is PPC?
Paid search ads are highly-relevant ads displayed in response to a consumers
search query. The ads appear at the top of or along the right-hand side of the
search engine results page as sponsored listings. Each ad includes a link to the
advertiser‟s page, and the advertiser only pays when the ad is clicked on.
Benefits of PPC:
 Ability to launch campaign quickly
 Immediate brand visibility
 Increase in website traffic
 Customization of messaging and ad copy
 Provides instant results
Alternate PPC Models
 Content Network Paid Search Targeting
 Facebook Media Buys
 LinkedIn Ads
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10. Web Analytics
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11. Google Analytics
What Is Analytics?
Google Analytics provides detailed statistics about the visitors to your websites. It
provides a better understanding of how people found your site, how they explored
it, and how you can enhance their visitor experience. This information can help to
increase conversions and improve return on investment.
Benefits of Analytics:
 Gathers data that determines
search behavior
 Gauge keyword performance
 Optimize online search campaigns
 Track Key Performance Indicators
(KPIs)
Additional Ideas:
 Add analytics to your Facebook Page
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12. Conversion Optimization
What Is Conversion rate optimization (CRO)?
CRO is essentially how a visitor interacts with your website. CRO is the science of
persuading your site visitors to take actions that benefit your organization, or drive
your ROI.
CRO can be defined in a variety of ways, but common CRO actions are when a visitor
makes an online purchase, offers an online donation, subscribes to a newsletter, or
requests a quote.
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13. Social Media Marketing
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14. Social Media Marketing
What Is Social Media Marketing?
Social media marketing is the process of marketing through social media sites like
twitter, Facebook, YouTube, etc. By utilizing social aspects of the web, social
media marketing is able to connect and interact on a much more personalized and
dynamic level than through traditional marketing.
Benefits:
 Build an online community around your brand
 Establish credibility in your industry
 Generate visibility for sales and marketing campaigns
 Encourage information sharing
 Increase interaction with your customers
 Improve customer service
 Prospect new business partnerships
 Increased traffic to your website
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15. Benefits of Social Media
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16. Most Commonly Used Social Media Tools
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17. The Currency of Social Media
91% of small business employ social media for marketing purposes.
Start out by focusing on the top social media sites, while also creating and
maintaining a corporate blog.
We recommend:
 Facebook
 Twitter
 LinkedIn
 YouTube
 Foursquare
 Digg/Delicious/StumbleUpon/Reddit
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18. Social Media ROI
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19. Staggering Social Media Stats
 By 2012 half of the world‟s Internet users, 1 billion people, will have a Facebook account – TIME
 46% of micro business owners utilize social media – Vistaprint
 78.6% of consumers have joined a company‟s community to get more information on the
company – Universal McCann
 63% of corporate community members note that they will recommend brand to friends/family –
Universal McCann
 66% of company community members note that the community has made them more loyal to a
brand – Universal McCann
 46% of Internet users worldwide interact with social media on a daily basis –TNS
 Facebook accounts for 8.93% of all website visits in the US. All of Google‟s properties including
YouTube, Gmail, Google accounts for 9.85% – Experian Hitwise
 Social media accounts for ~ 25% of all time spent online
over 35 minutes per hour – Nielsen
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20. Facebook: The Branding Machine
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21. Facebook
RECENT UPDATES:
Facebook “Like” Button now has “Share” functionality - When users click the Like or
Recommend button on a third-party website or within a Facebook app, it now publishes a
full news feed story instead of just a one-line Recent Activity story.
Facebook Places – Allows users to share where they are at, check into a location and then
post that check in to their newsfeed and wall so others can see where they are as well.
Businesses can offer incentive, coupons and exclusive deals
Facebook Pages – Facebook recently updated the look of their “Business Pages.”
 Show pictures of the community managers who oversee the page
 Allows you to comments on corporate or personal pages as your Business Page
 Added a Featured Favorite Pages section to help you promote your partners and customers
 You now receive notifications of comments and messages when upon log in
Facebook Facts:
 64% of Facebook users have liked a brand on Facebook – ExactTarget
 43% of users “unlike” a brand because of too much push marketing – Exact Target
 75 % of Brand „Likes‟ on Facebook come from advertisements. (Mashable)
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22. Twitter Tip Sheet
 Best Time to Tweet - Friday at 4pm ET is the most retweetable day/time of the week
 Twtpoll – Allows you to create polls and surverys on Twitter
 TweetChat- Allows you to isolate the conversation based on the hashtag and great for
TweetUps
 HootSuite: Web-based app for multiple accounts with multiple admins and gives admins
access on link stats right within their dashboard view of tweets (so long as you use their
ow.ly URL shortener).
 Twitter Trends: Identify real-time trends on Twitter. This tool can lead you into
conversations that are very relevant during the moment, build your credibility and can
gain you quick insight.
 Splitweet: Designed around for managing multiple Twitter accounts. Good tool for
viewing a stream of tweets from all your accounts, posting tweets to multiple accounts,
and following brand mentions.
 Seesmic Desktop: Is an alternative to TweetDeck and has no limitations on the number
of accounts you can manage. It fully integrates with Facebook, allows for unlimited
columns, and can be used from your desktop.
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23. LinkedIn: The Professionals Platform
LinkedIn Applications:
 Wordpress App- allows you to integrate your blog with your LinkedIn profile
 The Slideshare.net app - allows you to showcase presentations yand add a video
that autoplays when people land on your profile.
 Synch your Twitter and LinkedIn profiles to increase interaction
 Triplit - see where your entire professional network is traveling and when you will
be in the same city as your colleagues
 LinkedIn Events App – allows you to promote global events to TweetUps
 LinkedIn Polls App - allows you to easily find answers to your business and market
research questions
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24. The Power of YouTube
YouTube is a great way to integrate dynamic, interactive, content into social media posts, blogs, or
any other marketing campaign. Include content ranging from industry interviews, executive
interviews, news reels, favorite viral videos, commercials, webcasts and podcasts.
How to Create a Viral Video:
 Update Channel Regularly- Delivering useful information through video is more interactive
and increases user engagement.
 Syndicate your videos on social media and social bookmarking sites
 Tag Your Videos-YouTube allows for segmentation of content to
categorize and target a specific market
 Keep your videos, short, simple (under 5 minutes)
relevant.
 Brand your content and videos (name, logo, URL)
 Use annotations in your video
 Create a playlist; playlists are fantastic ways to
guide your new viewers through your content the
way you prefer them to experience it.
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25. How to Use Foursquare
Create incentives for new customers - offer a discount,
free demo or complimentary tour to those who „check in‟
to your company location, businesses can raise awareness,
increase customer traffic and capture new business leads.
Promote: Offer promotions, contests and giveaways
Reward Superusers - Create a special offer for the Foursquare mayor of your business. This
is the one person who has checked in at your location more than anyone else.
Integration - Additional promotions and publicity can come from the hundreds and
potentially thousands of extra people who see the check-ins when users post to Facebook and
Twitter
Add a Virtual Storefront – An example, a non-profit foundation for the homeless created
locations at abandoned warehouses and bridges throughout their city to promote awareness
for the homeless.
Add a Tip - Every tip created is available for all of Foursquare to see. Tips should be valuable
to people and with everything else, align with your brand.
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26. Benefits of Blogging
Creating a corporate blog is one of the strongest marketing strategies for many
Reasons. Blogs help drive traffic to your website through on page and off page SEO,
content marketing, social media syndication, customer relations, and industry
credibility.
Blogging Best Practices
 Integrate multimedia
 Copy editing (Yahoo! Style Guide)
 Incorporate data and infographs
 Create a catchy headline
 Keep entries consistent; we recommend once a week
 Optimization; keywords, link building, mobile friendly
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27. Top Referring Social Bookmarking Sites
In Order:
 Twitter
 Digg
 Reddit
 StumbleUpon
 Delicious
 Tweetmeme
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28. Social Media Monitoring Tools
Google Alerts(free): You can use Google Alerts as a buzz monitoring tool.
Social Mention (free): Allows you to set up email alerts and real time mentions of
your brand on social media
Trackur (free – nominal fees): Trackur is a buzz monitoring tool that is ideal for
small businesses and bloggers who are on a limited budget.
Radian 6 (enterprise level fees):This tool provides in-depth insight into real-time
conversation around your brand. It also includes sentiment analysis and allows
workflow assignments to attend to conversations you find relevant to your strategy.
Klout (free): Determines the level of influence your brand has in the social media
marketplace .
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29. Case Studies: The Good,
the Bad and the Ugly
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30. Case Study #1 (The Good) Kleenex
Social Sampling: Kleenex lets people send free packs of tissues to
friends and family this flu season. The brand sent its millionth
requested mini-box of tissues in North America last week. The
"Softness Worth Sharing" campaign was aimed at introducing a new
softer version of the tissue.
The program lets people send samples to friends and family via
Kleenex.com and through signups at more than 900 participating
retailers in the U.S. and Canada.
They can also send virtual
Kleenex tissues to Facebook friends.
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31. Case Study #2 (The Bad but Redeemed) American Red Cross
The dreaded tweet. The Red Cross
managed to turn a PR disaster into a
fundraising opportunity. All because
they’ve built relationships with their
network over the past few
years and know how to
deal with mistakes.
Red Cross admitted on its blog that it
accidentally tweeted
something that was intended for a
personal account, not the
enterprise account.
Thinking quickly, they did disaster
recovery on the rogue Tweet.
Deleting the tweet, and replacing it
with the one below.
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32. Case Study #3 (The Ugly) Dominos
Honda recently released photos of their new 2010 crossover
vehicle, the Accord Crosstour on a Fan Page on Facebook. 4,000 fans
signed up on the day it was launched, and most immediately began
posting negative comments about the car's design. And the Twitter
response has been equally negative.
Honda has attempted several responses, with lackluster
results. One Honda employee began posting positive comments on
the page without identifying himself as a company employee.
Facebook users quickly caught on to his identity, and Honda
purged his comments from the page.
The company posted a note to fans on the
page, attempting to respond to the
criticisms, and defending the design.
They also blamed the photographer. The
"blame the photographer" excuse is now
being mocked once again in
comments on the page.
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33. Conclusion: Get Started Now
 Create a blog using WordPress
 Create a Twitter Account
 Create a Facebook Business Page
 Update Your LinkedIn Account
 Write and syndicate some industry articles
on social bookmarking sites
 Create a Foursquare account and offer a
promotion for check in‟s
 Submit Business Info to Search Services
 Google Place
 Yahoo Local
 CitySearch
 YP.com
 Superpages
 Yelp
 InsiderPages
 Merchant Circle
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34. Thank you!
Kelly Cutler
kelly@marcelmedia.com
LinkedIn.com/kellycutler
Twitter.com/kfcutler
Questions?
Prepared by Marcel Media CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other www.marcelmedia.com
445 West Erie, Suite 211 way without express consent of Marcel Media. t. 312.255.8044
Chicago, Illinois 60654 f. 866.643.7506
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