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Real World, Real Result: From the Digital Edge


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How companies are using search marketing and social media to improve business. Case studies included

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Real World, Real Result: From the Digital Edge

  1. 1. Full-service online + interactive marketing firm Real World, Real Results: From the Digital EdgePresented to:CADMEF
  2. 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 3 2 3
  3. 3. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Chicago-based, interactive, marketing firm specializing in Search Engine Marketing. 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 @kfcutler Chicago and DePaul University, and speaking on industry topics across the country. /in/kellycutler5/16/2011 3
  4. 4. The Three-Pronged Digital Marketing Approach Introduction • About Marcel Media • About Kelly Cutler • Viral Video Search • Benefits • Tips • Industry Updates • Tools Social • Video • Policy, Strategy, Execution, Platforms • Recent Case Studies • Tool Kit5/16/2011 4
  5. 5. Example of a Viral Product Video5/16/2011 5
  6. 6. Search Marketing5/16/2011 6
  7. 7. A Breakdown of SEO5/16/2011 7
  8. 8. 7 Simple On Page SEO Tips URL Structure- Keyword heavy, static appearing (.html as opposed to .php or .asp) and hyphen delimited ALT Tags - Should be image specific keywords, filenames should be all lowercase, 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 engines5/16/2011 8
  9. 9. 7 Simple On Page SEO Tips 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 Press Release Optimization5/16/2011 9
  10. 10. Benefits of Off Page SEO: Link Building What is a “link”? On page HTML element that allows the user to navigate to another page on the internet Why are links important? All links are important to SEO . The most important types of links for SEO are "backlinks― or "inlinks". What are backlinks? Backlinks are from pages on an external site that link back to your site. 5/16/2011 10
  11. 11. Examples of Backlinks▪ Authority Links -links from relevant sites such as .edu sites, personal websites etc▪ Directory Links -include search engine and paid directories such as the "Yahoo Directory‖▪ Real Time Links -links from regularly updated content-driven sites such as blogs, PR sites 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.5/16/2011 11
  12. 12. Google’s Panda Update5/16/2011 12
  13. 13. Google’s “Spring Cleaning” In the beginning of March 2011, Google made changes to their algorithm, which affected websites and their search engine rankings. 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.5/16/2011 13
  14. 14. Case Study: How Overstock Upset Google• Overstock provided incentives for colleges and universities to link to Overstock pages from their .edu sites• .edu sites hold very high authority (next to .gov sites)• In exchange for links the students and faculty received discounts on the shopping site• Google perceived this as a black hat SEO practice• After the Panda algorithm update, Overstock disappeared for searches they used to rank highly for, such as vacuum cleaners5/16/2011 14
  15. 15. Local Search• Fastest growing segment of all online search• Approximately 40% of searches are local in nature• Local searches yield the most relevant results and reach the highest quality of visitors• Local searches are intended to send information/businesses within a particular geographical location, for example: ―Chicago marketing agency‖• 82% of all users are searching locally• 1.3 billion local searches conducted online every month5/16/2011 15
  16. 16. Search Marketing Tool Kit• SpyFu – Competitive analysis tool• Website Grader – Rates the search engine friendliness of your website• Search Based Keyword Tool (SKTool for short) - Keyword tool & traffic estimator; type in words, phrases and websites• Open Site Explorer – Backlink Analysis Tool• Compete – Competitive analysis tool for websites5/16/2011 16
  17. 17. Does Your Website Make the Grade? http://websitegrader.com5/16/2011 17
  18. 18. Social Media: A Guide to Getting It Right5/16/2011 18
  19. 19. Benefits of Social Media5/16/2011 Source: 19
  20. 20. Most Commonly Used Social Media Tools For Business5/16/2011 Source: 20
  21. 21. Facebook 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. Facebook Places – Allows users to share their current location, check into that location, and then post that check in to their newsfeed. Facebook recently updated the look of their “Business Pages”  Show pictures of the community managers  Allows pages to comment on corporate or personal pages  Featured Favorite Pages section to help you promote your affiliates  You now receive notifications upon log in5/16/2011 21
  22. 22. Facebook for BusinessOptimal Facebook engagement: early morning (7 a.m. EST), after work (5 p.m. EST) and lateat night (11 p.m. EST)Posts with 80 characters or less, the length of a short tweet, garnered 27% more engagementthan posts that were more than 80 charactersWhen to Post Updates:Business and Finance: This industry tends to post Monday through Friday, and engagementpeaks on Wednesday and Thursday. Tip: Post on Wednesday.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. Tip: Target shoppers on Sunday. Read the full article Source: Buddy Media Facebook Study 22
  23. 23. Frito Lay’s Facebook SuccessFrito-Lay set the Guinness World Record for Facebook Page ―Likes‖ within a 24-hourperiod. Frito-Lay‘s final tally was 1,571,161 ―Likes‖ April 12, 2011.Frito-Lay ran a few promotions at once, including a replica of the company‘s FlavorKitchen in New York City‘s Times Square and live demonstrations on its Facebook Page.The company also tied in with Zynga‘s FarmVille and let players harvest sponsored in-game crops to earn virtual goods.Frito-Lay gave away a coupon for a free bag of chips to the first 24,000 consumerswho ―Liked‖ the Page and registered for the prize. (Source: 23
  24. 24. Frito Lay’s Interactive Facebook Application5/16/2011 24
  25. 25. 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 surveys on Twitter• TweetChat- Allows you to isolate the conversation based on the hashtag and trending terms; great for TweetUps• Twitter Trends: Identify real-time trends on Twitter• STATS: 17% of US online consumers have created a Twitter account. o IDEA: create a Twitter account dedicated to customer service5/16/2011 25
  26. 26. Rayovac: Rapid-Response Twitter CampaignDuring the historic snowstorm of 2011, social media outlets were buzzing withnews and updates about the weather. • Rayovac and Circle PR quickly created a campaign that capitalized on the fact that millions of Americans would be home — and online. • The central feature was a virtual snowball fight that had more than 1,000 consumers changing their profile picture to a Rayovac-branded widget. • 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.RESULTS • Campaign generated 1,188 click-throughs to download the profile picture widget • #rayovac made its first-ever appearance as a top-ten trending topic worldwide • Brand saw a 30% increase in followers on Twitter.5/16/2011 26
  27. 27. A Social Snowball Fight5/16/2011 27
  28. 28. LinkedIn: The Professionals PlatformLinkedIn Applications: Wordpress App allows users to integrate a blog with their LinkedIn profile. The app allows users to showcase presentations and add a video that autoplays when people land on your profile. Synch your Twitter and LinkedIn profiles to increase interaction. 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.5/16/2011 28
  29. 29. How to Get Started Using Social Media for Business 1. Policy 2. Strategy 3. Execution 4. Monitoring5/16/2011 29
  30. 30. Considerations for a Social Media Policy1. Forbidden Content: Identify off-limit subjects and the process for handling those subjects2. Define the Rules of Engagement: Clearly communicate your organization‘s comment policy1. Trust: Employees should be trusted to communicate and develop relationships with customers2. Training: Provide complete training about how to blog, and review legal issues with employees3. Transparency: Full disclosure is imperative. Always call out commercial or personal connections. Require employees to identify their relationship with the company.5/16/2011 30
  31. 31. Considerations for a Social Media Policy6. Avoid Legal Jargon: Write the policy in terms your employees can understand7. 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 policy8. Make Sure Employees Understand the Chain of Command: If different groups/departments should handle responses based on content then clearly spell that out9. Create Addendums for Stand Alone Sites: Your corporate blogging policy will differ from your Facebook policy5/16/2011 31
  32. 32. The Strategy: Getting StartedLISTEN FIRSTSuggestions:1. Transform the content in your company newsletter into an internal blog and give all employees the ability to contribute.2. Let employees vote on the best ideas suggested by other team members to brainstorm creative campaigns and workshop implementation and execution.3. Resolve to respond to customer service issues within three hours via social media.4. Create a Twitter handle and hashtag dedicated solely to customer service issues.5/16/2011 32
  33. 33. Social Media Moderation5/16/2011 33
  34. 34. Social Media Tool KitSocial Mention (free): Allows you to set up email alerts and real time mentions ofyour brand on social mediaTrackur (free – nominal fees): Trackur is a buzz monitoring tool that is ideal forsmall businesses and bloggers who are on a limited budgetKlout (free): Determines the level of influence your brand has in the social mediamarketplaceCinch: This simple tool can record audio, either via the web or phone so you canshare audio messages with your followers5/16/2011 34
  35. 35. Social Media Tool Kit ContinuedPostRank – Tracks engagement and provides insight into what topics get the mostengagement on a particular blog postHootSuite: Allows you to have multiple contributors to your social profiles withoutsharing passwords. Assign messages for follow-up and track responses, and monitor andpost to multiple social networksTweetDeck: Customization options for columns, groups, saved searches and automaticupdates. See what people are saying about you and tweet, sharing photos, videos orlinks directly from TweetDeckPing.FM: Simple, free, web based app that allows you to post to multiple sites at once5/16/2011 35
  36. 36. Social Products: A Case Study5/16/2011 36
  37. 37. Case Study: Using Social Media for a Product Launch5/16/2011 37
  38. 38. Cisco Router Product LaunchCisco, who has been involved with social media since 2008, launched a new router inthe summer of 2010 using only social media. The results surprised even the socialmedia enthusiasts.This project shaved six figures off its launch expenses and set a new precedent forfuture product launches.―It was classified as one of the top five launches in company history,‖ said LaSandraBrill, senior manager, global social media.5/16/2011 38
  39. 39. Social Media Launch Highlights• 9,000 people attended the social media product launch event – 90 times more attendees than in the past• Nearly three times as many press articles as with traditional outreach methods• More than 1,000 blog posts and 40 million online impressions• Received a Leading Lights award for Best Marketing• One-sixth the cost of a traditional launch Source: Socialmediaexaminer.com5/16/2011 39
  40. 40. Cisco’s Preferred Social Media PlatformsYouTube –Cisco‘s ―Future of Shopping‖ is up to 3.3 million views. The company usedvideo to educate customers and the media about the ASRMobile – A video datasheet engaged engineers on their mobiledevicesFacebook – Hardcore network engineers could connect on theCisco Support Group for Uber User Internet AddictsSocial Media Widget – Cisco assembled videos, collateral and images in a widgetformat and embedded it into ―social media‖ news releases and launch pagesCisco blogs – Videos and other content engaged bloggers and customers,encouraging viral pickupOnline forum – Cisco seeded its Networking Professionals Technology CommunityForum with launch-related discussion topics and gave customers an ―Ask the Expert‖function5/16/2011 40
  41. 41. Thank you! Kelly Cutler Questions? Prepared by Marcel Media CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other 445 West Erie, Suite 211 way without express consent of Marcel Media. t. 312.255.8044 Chicago, Illinois 60654 f. 866.643.75065/16/2011 41