Digital Futures Presentation Sept 09

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Presentation by Matt Forman from Traffika for the Digital Futures seminar hosted by Innovation Centre Sunshine Coast. Covers driving and converting traffic, including SEO, SEM, Local Search, Performance Marketing, Social Media, Facebook, Twitter and conversion optimisation.

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Digital Futures Presentation Sept 09

  1. 1. DRIVING AND CONVERTING TRAFFIC<br />
  2. 2. Goals for today<br /><ul><li> Internet marketing – why should you care?
  3. 3. Understand Google’s 3 search engines and how to use them
  4. 4. How to use the web for big business branding on a small business budget
  5. 5. Learn about using Social Media for business
  6. 6. Best practice for converting clicks into customers
  7. 7. In Practice: develop an online marketing plan</li></li></ul><li>About Me<br />Matt Forman (@mattforman)<br /><ul><li> Founder & Managing Director @traffika
  8. 8. Oversee digital strategies & campaigns from clients including property, banking, publishing, retail and education.
  9. 9. Previously CEO at one of Australia’s fastest growing niche social networks
  10. 10. 12 years digital marketing experience including senior online leadership positions at The Perfume Connection and FuelWatch
  11. 11. Google Qualified Adwords Individual</li></li></ul><li>Media consumption has changed<br />
  12. 12. Internet has taken over from TV? <br />*Source: Nielsen Online Internet and Technology Report March 2009<br />
  13. 13. Ad $ keep flowing online<br />
  14. 14.
  15. 15. Big businesses have fallen asleep at the wheel<br />
  16. 16. Spending big BUT not where the audience is<br /><ul><li>Opportunity knocks for nimble SME’s</li></li></ul><li>Fishing where the fish are<br />
  17. 17. Where we spend our time<br />*Source: Hitwise Top Websites report 13/07/09<br />
  18. 18. What are we looking for<br />*Source: Hitwise Top Search Terms report 13/07/09<br />
  19. 19.
  20. 20. Organic – Free Traffic <br />72% of searchers use organic results<br /><ul><li>Fresh, unique & quality content
  21. 21. Back links are like votes from other websites</li></li></ul><li>Paid – Google Adwords<br />Just 95 characters <br />to tell your story<br /><ul><li>Instant traffic – pay per click
  22. 22. 100% control of keywords & landing pages</li></li></ul><li>Local – Maps & Local Business<br />Top 10 results on page 1.<br />20% of all search has a local intent<br />
  23. 23.
  24. 24. GUS – Blended Search <br />News<br />Text<br />Sponsored<br />Video<br />Maps<br />
  25. 25. Performance Media<br />Pay only when your marketing objective has been achieved<br />
  26. 26.
  27. 27. Premium placements – only pay for the action<br />High reach and frequency without the high price<br />
  28. 28. Social Media<br />
  29. 29. What is Social Media Marketing<br />“The act of using social influencers, social media platforms and online communities for marketing, publication relations and customer service…”<br />Wikipedia Social Media Marketing definition<br />
  30. 30. Search Engines & Social Networks<br /><ul><li> Search Engines are not the only sites capable of driving large volumes of traffic anymore
  31. 31. Same rules apply – CONTENT IS STILL KING
  32. 32. Well optimised content distributed through social networks turbo charges your SEO</li></ul>Images from Flickr & used under Creative Commons license: http://www.flickr.com/photos/andrewhuth/803693899 & http://www.flickr.com/photos/diyanakamaruza/3279036914<br />
  33. 33.
  34. 34. Social Platforms We’ll Cover<br />Over 5.3 million adult Australian members*<br />Over 750,000 Australian members**<br />*Source: Facebook Advertising13/07/09<br />**Source: Nielsen Netview, May 2009<br />
  35. 35. “Es” of Social Media<br />Educate<br />Engage<br />Entertain<br />
  36. 36. Facebook<br /><ul><li>More than 250 million active users
  37. 37. More than 100 million users log on to Facebook at least once each day
  38. 38. The fastest growing demographic is those 35 years and older
  39. 39. More than 4 billion minutes are spent on Facebook each day
  40. 40. More than 6 million users become fans of Pages each day </li></li></ul><li>Would be the world’s 4th largest country<br />
  41. 41.
  42. 42.
  43. 43. QLD – The Social State<br />Source: kristi-barrow.com and Facebook Advertising, Estimates taken on 19th of December 2008<br />
  44. 44.
  45. 45. Twitter<br /><ul><li>More than 25 million users
  46. 46. More than 2 million ‘tweets’per day
  47. 47. 55% Twitter users female / 45% male</li></li></ul><li>
  48. 48.
  49. 49. Twitter bandwagon gains momentum<br />Source: Nielsen Netview, March 2009<br />
  50. 50. The most successful Twitter campaigns use 1, 2 or all 3 of the three E’s <br />
  51. 51. Elements of a Successful Social Media Campaign <br />
  52. 52. Blogging / SMO /RSS<br /><ul><li>Regular quality articles
  53. 53. Giving away value creates value
  54. 54. RSS syndication of content to Twitter, Facebook + 12 other social platforms
  55. 55. Regular social bookmarking with Digg, Delicious & Stumbleupon</li></li></ul><li>SEO Boost<br /> 19 of top 20 Google results<br />
  56. 56. Converting More<br />
  57. 57. Bridging the Gap<br /><ul><li> Landing pages are the bridge between your ad and a conversion
  58. 58. The first impression a potential customer has of your business – MAKE IT COUNT.
  59. 59. Starts (and potentially ends) the sales process</li></li></ul><li>Smarter Marketing<br /><ul><li> Smartest marketing investment you can make
  60. 60. Dramatically increase your sales without spending a single cent more on advertising</li></li></ul><li>Only 2 Things Matter<br />
  61. 61. Part Art – Part Science<br /><ul><li> Page layout
  62. 62. Design
  63. 63. Copy
  64. 64. Calls to action
  65. 65. Forms
  66. 66. Navigation
  67. 67. Tools to measure - A/B Split & Multivariate experiments</li></li></ul><li>Before Optimisation<br />
  68. 68. After Optimisation<br /><ul><li> Articulates value proposition
  69. 69. Creates sense of urgency
  70. 70. Builds credibility and trust
  71. 71. Keeps everything above the fold (no scrolling)
  72. 72. Made it VERY clear what to do next
  73. 73. Multiple points of conversion</li></li></ul><li>In Practice<br />
  74. 74. Take Aways<br />The audience has shifted online – how can you take advantage?<br />Search is the foundation of any long term internet marketing effort – get optimised for organic, paid, local and GUS<br />Consider performance media for both direct response and cost effective branding<br />Social Media isn’t a fad for teenagers. Get involved. Start contributing to the conversations. Ask questions. Add value. Don’t forget the 3 Es.<br />Getting the traffic is only 50% of the equation. Create landing pages that make it easy for clicks to convert into customers.<br />
  75. 75. Connect With Us<br />
  76. 76. More Info<br /><ul><li>Tweet stream #DigitalFutures (search.twitter.com)
  77. 77. Video available from facebook.traffika.com.au
  78. 78. Presentation available from slideshare.net/mattforman
  79. 79. Tweet me @ twitter.com/mattforman
  80. 80. Email me matt@traffika.com.au</li>

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