CADMEF: 3 Pronged Approach to Digital Marketing


Published on

A close look at how business are using search marketing and social media to grow their business. Case studies included.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Email me or LinkedInfor Social Media Workout and Planner
  • CADMEF: 3 Pronged Approach to Digital Marketing

    1. 1. Real World, Real Results: From the Digital Edge<br />CADMEF <br />
    2. 2. 5/5/2011<br />2<br />About Marcel Media <br />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  <br />3<br />3<br />
    3. 3. About Kelly Cutler <br />Kelly Cutler is the CEO of Marcel Media, a Chicago-based, interactive, marketing firm specializing in Search Engine Marketing.<br /> Beginning her career in 1997 with companies including AOL and Classified Ventures, Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of Chicago and DePaul University, and speaking on industry topics across the country. <br />5/5/2011<br />3<br />@kfcutler<br />/in/kellycutler<br />
    4. 4. The Three-Pronged Digital Marketing Approach <br />5/5/2011<br />4<br />
    5. 5. Example of a Viral Product Video <br />5/5/2011<br />5<br />
    6. 6. Search Marketing <br />5/5/2011<br />6<br />
    7. 7. A Breakdown of SEO <br />5/5/2011<br />7<br />
    8. 8. <ul><li>URL Structure- Keyword heavy, static appearing (.html as opposed to .php or .asp) and hyphen delimited
    9. 9. ALT Tags - Should be image specific keywords, filenames should be all lowercase, with hyphen delimiters
    10. 10. XML Site Map - Lays out the site architecture in an easy to process web document so all pages can be crawled and indexed by engines </li></ul>7 Simple On Page SEO Tips <br />5/5/2011<br />8<br />
    11. 11. <ul><li>Title Tags – Should be comprised of two sections. A keyword portion first, separate with a pipe bar (|) then a branding portion
    12. 12. Keyword portion should be less than 65 characters and positioned with page-specific keywords (head terms)
    13. 13. Navigation -This should be top-level, and text-based HTML (don’t use flash, don’t place in footer)
    14. 14. Start a blog and syndicate content across the web
    15. 15. Press Release Optimization </li></ul>7 Simple On Page SEO Tips<br />5/5/2011<br />9<br />
    16. 16. Benefits of Off Page SEO: Link Building <br />What is a “link”?<br />On page HTML element <br />that allows the user to navigate to <br />another page on the internet<br />Why are links important? <br />All links are important to SEO .<br />The most important types of links for <br />SEO are "backlinks“ or "inlinks". <br />What are backlinks? <br />Backlinksare from pages on an <br />external site that link back to your site. <br />5/5/2011<br />10<br />
    17. 17. ▪ Authority Links -links from relevant sites such as .edu sites, personal websites etc<br />▪ Directory Links -include search engine and paid directories such as the "Yahoo Directory”<br />▪ Real Time Links -links from regularly updated content-driven sites such as blogs, PR sites<br /><ul><li>Social Bookmarks - Bookmarks allow users to tag a website or webpage, save it for later, or share the links with friends. This helps to syndicate branded content and compliments off page SEO. </li></ul>Examples of Backlinks<br />5/5/2011<br />11<br />
    18. 18. Google’s Panda Update <br />5/5/2011<br />12<br />
    19. 19. Google’s “Spring Cleaning”<br />In the beginning of March 2011, Google made changes to their algorithm, which affected websites and their search engine rankings. <br />The update was part of ongoing effort to move better quality content to the top of Google’s search results page (SERPs). This update is designed to reduce high ranking, low quality articles, web pages and websites.<br />5/5/2011<br />13<br />
    20. 20. Overstock provided incentives for colleges and universities to link to Overstock pages from their .edu sites<br />.edu sites hold very high authority (next to .gov sites)<br />In exchange for links the students and faculty received discounts on the shopping site<br />Google perceived this as a black hat SEO practice<br />After the Panda algorithm update, Overstock disappeared for searches they used to rank highly for, such as vacuum cleaners<br />Case Study: How Overstock Upset Google <br />5/5/2011<br />14<br />
    21. 21. <ul><li>Fastest growing segment of all online search
    22. 22. Approximately 40% of searches are local in nature
    23. 23. Local searches yield the most relevant results and reach the highest quality of visitors
    24. 24. Local searches are intended to send information/businesses within a particular geographical location, for example: “Chicago marketing agency”
    25. 25. 82% of all users are searching locally
    26. 26. 1.3 billion local searches conducted online every month </li></ul>Local Search <br />5/5/2011<br />15<br />
    27. 27. <ul><li>SpyFu – Competitive analysis tool
    28. 28. Website Grader – Rates the search engine friendliness of your website
    29. 29. Search Based Keyword Tool (SKTool for short) - Keyword tool & traffic estimator; type in words, phrases and websites
    30. 30. Open Site Explorer – Backlink Analysis Tool
    31. 31. Compete – Competitive analysis tool for websites </li></ul>Search Marketing Tool Kit <br />5/5/2011<br />16<br />
    32. 32. Does Your Website Make the Grade?<br />5/5/2011<br />17<br /><br />
    33. 33. Social Media: A Guide to Getting It Right <br />5/5/2011<br />18<br />
    34. 34. Benefits of Social Media <br />5/5/2011Source: <br />19<br />
    35. 35. Most Commonly Used Social Media Tools For Business <br />5/5/2011Source: <br />20<br />
    36. 36. 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 entry on the user’s news feed.<br />Facebook Places – Allows users to share their current location, check into that location, and then post that check in to their newsfeed. <br />Facebook recently updated the look of their “Business Pages” <br /><ul><li>Show pictures of the community managers
    37. 37. Allows pages to comment on corporate or personal pages
    38. 38. Featured Favorite Pages section to help you promote your affiliates
    39. 39. You now receive notifications upon log in </li></ul>Facebook<br />5/5/2011<br />21<br />
    40. 40. Facebook for Business <br />Optimal Facebook engagement: early morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST)<br />Posts with 80 characters or less, the length of a short tweet, garnered 27% more engagement than posts that were more than 80 characters<br />When to Post Updates: <br />Business and Finance: This industry tends to post Monday through Friday, and engagement peaks on Wednesday and Thursday.<br /><ul><li>Tip: Post on Wednesday.</li></ul>Retail: Sunday is a big day for engagement but only 5% of entertainment posts go up on Sunday. They lean toward Friday, which has below-average engagement.<br /><ul><li>Tip: Target shoppers on Sunday.</li></ul>Read the full article <br /><br />5/5/2011Source: Buddy Media Facebook Study <br />22<br />
    41. 41. Frito Lay’s Facebook Success <br />5/5/2011<br />23<br />Frito-Lay set the Guinness World Record for FacebookPage “Likes” within a 24-hour <br />period. Frito-Lay’s final tally was 1,571,161 “Likes” April 12, 2011. <br />Frito-Lay ran a few promotions at once, including a replica of the company’s Flavor <br />Kitchen in New York City’s Times Square and live demonstrations on its Facebook Page. <br />The company also tied in with Zynga’sFarmVilleand let players harvest sponsored in-<br />game crops to earn virtual goods.<br />Frito-Lay gave away a coupon for a free bag of chips to the first 24,000 consumers <br />who “Liked” the Page and registered for the prize. (Source: <br />
    42. 42. Frito Lay’s Interactive Facebook Application <br />5/5/2011<br />24<br />
    43. 43. <ul><li>Best Time to Tweet - Friday at 4pm ET is the most retweetable day/time of the week
    44. 44. Twtpoll – Allows you to create polls and surveys on Twitter
    45. 45. TweetChat- Allows you to isolate the conversation based on the hashtag and trending terms; great for TweetUps
    46. 46. Twitter Trends: Identify real-time trends on Twitter
    47. 47. STATS: 17% of US online consumers have created a Twitter account. </li></ul>IDEA: create a Twitter account dedicated to customer service <br /> Twitter Tip Sheet <br />5/5/2011<br />25<br />
    48. 48. During the historic snowstorm of 2011, social media outlets were buzzing with <br />news and updates about the weather. <br />Rayovacand Circle PR quickly created a campaign that capitalized on the fact that millions of Americans would be home — and online.<br />The central feature was a virtual snowball fight that had more than 1,000 consumers changing their profile picture to a Rayovac-branded widget. <br />Brand also hosted a two-hour virtual snow day tweet-up, where followers could tweet about the weather in their area, their favorite snow day activities, and answer fun storm-prep and weather-related trivia for a chance to win great prizes.<br />RESULTS<br />Campaign generated 1,188 click-throughs to download the profile picture widget<br />#rayovacmade its first-ever appearance as a top-ten trending topic worldwide<br />Brand saw a 30% increase in followers on Twitter. <br />Rayovac: Rapid-Response Twitter Campaign<br />5/5/2011<br />26<br />
    49. 49. A Social Snowball Fight <br />5/5/2011<br />27<br />
    50. 50. LinkedIn: The Professionals Platform <br />LinkedIn Applications: <br /><ul><li>Wordpress App allows users to integrate a blog with their LinkedIn profile.
    51. 51. The app allows users to showcase presentations and add a video that autoplays when people land on your profile.
    52. 52. Synch your Twitter and LinkedIn profiles to increase interaction.
    53. 53. LinkedIn Events App allows you to promote global events to TweetUps.
    54. 54. LinkedIn Polls App allows you to easily find answers to your business and market research questions.</li></ul>5/5/2011<br />28<br />
    55. 55. How to Get Started Using Social Media for Business <br />5/5/2011<br />29<br />Policy <br />Strategy <br />Execution<br />Monitoring <br />
    56. 56. Considerations for a Social Media Policy <br />Forbidden Content: Identify off-limit subjects and the process for handling those subjects <br />Define the Rules of Engagement: Clearly communicate <br /> your organization’s comment policy<br />Trust: Employees should be trusted to communicate and develop relationships with customers<br />Training: Provide complete training about how to blog, and review legal issues with employees<br />Transparency: Full disclosure is imperative. Always call out commercial or personal connections. Require employees to identify their relationship with the company. <br />5/5/2011<br />30<br />
    57. 57. Considerations for a Social Media Policy<br />Avoid Legal Jargon: Write the policy in terms your employees can understand<br />Define What Social Media Means to Your Business: Define exactly what sites/tools/etc fall under the ‘social media’ umbrella for the purposes of your policy<br />Make Sure Employees Understand the Chain of Command:  If different groups/departments should handle responses based on content then clearly spell that out<br />Create Addendums for Stand Alone Sites: Your corporate blogging policy will differ from your Facebook policy<br />5/5/2011<br />31<br />
    58. 58. The Strategy: Getting Started <br />LISTEN FIRST<br />Suggestions: <br />Transform the content in your<br /> company newsletter into an internal <br /> blog and give all employees the ability <br /> to contribute.<br />Let employees vote on the best ideas <br /> suggested by other team members to <br /> brainstorm creative campaigns and workshop <br /> implementation and execution.<br />Resolve to respond to customer service issues within three hours via social media.<br />Create a Twitter handle and hashtag dedicated solely to customer service issues.<br />5/5/2011<br />32<br />
    59. 59. Social Media Moderation <br />5/5/2011<br />33<br />
    60. 60. Social Media Tool Kit <br />Social Mention (free): Allows you to set up email alerts and real time mentions of <br />your brand on social media <br />Trackur(free – nominal fees): Trackur is a buzz monitoring tool that is ideal for <br />small businesses and bloggers who are on a limited budget<br />Klout(free): Determines the level of influence your brand has in the social media <br />marketplace <br />Cinch: This simple tool can record audio, either via the web or phone so you can <br />share audio messages with your followers<br />5/5/2011<br />34<br />
    61. 61. Social Media Tool Kit Continued <br />PostRank– Tracks engagement and provides insight into what topics get the most <br />engagement on a particular blog post<br />HootSuite: Allows you to have multiple contributors to your social profiles without <br />sharing passwords. Assign messages for follow-up and track responses, and monitor and <br />post to multiple social networks<br />TweetDeck: Customization options for columns, groups, saved searches and automatic <br />updates. See what people are saying about you and tweet, sharing photos, videos or <br />links directly from TweetDeck<br />Ping.FM: Simple, free, web based app that allows you to post to multiple sites at once<br />5/5/2011<br />35<br />
    62. 62. Social Products: A Case Study <br />5/5/2011<br />36<br />
    63. 63. Case Study: Using Social Media for a Product Launch <br />5/5/2011<br />37<br />
    64. 64. Cisco Router Product Launch <br />Cisco, who has been involved with social media since 2008, launched a new router in <br />the summer of 2010 using only social media. The results surprised even the social <br />media enthusiasts. <br />This project shaved six figures off its launch expenses and set a new precedent for <br />future product launches.<br />“It was classified as one of the top five launches in company history,” said LaSandra<br />Brill, senior manager, global social media. <br />5/5/2011<br />38<br />
    65. 65. Social Media Launch Highlights <br /><ul><li>9,000 people attended the social media product launch event – 90 times more attendees than in the past
    66. 66. Nearly three times as many press articles as with traditional outreach methods
    67. 67. More than 1,000 blog posts and 40 million online impressions
    68. 68. Received a Leading Lights award for Best Marketing
    69. 69. One-sixth the cost of a traditional launch</li></ul>5/5/2011<br />39<br />Source: <br />
    70. 70. Cisco’s Preferred Social Media Platforms <br />YouTube –Cisco’s “Future of Shopping” is up to 3.3 million views. The company used <br />video to educate customers and the media about the ASR<br />Mobile – A video datasheet engaged engineers on their mobile <br />devices<br />Facebook – Hardcore network engineers could connect on the <br />Cisco Support Group for Uber User Internet Addicts<br />Social Media Widget – Cisco assembled videos, collateral and images in a widget <br />format and embedded it into “social media” news releases and launch pages<br />Cisco blogs – Videos and other content engaged bloggers and customers, <br />encouraging viral pickup<br />Online forum – Cisco seeded its Networking Professionals Technology Community <br />Forum with launch-related discussion topics and gave customers an “Ask the Expert” <br />function<br />5/5/2011<br />40<br />
    71. 71. Kelly Cutler<br /><br /><br /><br />CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other way without express consent of Marcel Media. <br />41<br />5/5/2011<br />