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Intro to Digital Marketing - ClickZ Live Hong Kong 2014

Slides from Joshua Steimle's presentation at ClickZ Live Hong Kong on digital marketing fundamentals. A high level view of SEO, social media, and online PR. Includes case studies and actionable tips based on Steimle's experience as a writer for Forbes and other publications.

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Intro to
Digital Marketing
!
Joshua Steimle
josh@mwi.com
@donloper
Digital Marketing
Fundamentals
Intro
Digital Marketing
Fundamentals
Founder & CEO, MWI
Since 1999
Hong Kong . Salt Lake City . Phoenix
Digital Marketing
Fundamentals
Writer
Digital Marketing
Fundamentals
Speaker / Presenter
Digital Marketing
Fundamentals
Contact Me
josh@mwi.com
@donloper
Digital Marketing
Fundamentals
Statistics
(interesting ones)
Digital Marketing
Fundamentals
The Big Picture
Digital Marketing
Fundamentals
4.3 Billion
Source: http://www.worldpopulationstatistics.com/asia-population-2013/
Asia Population, 2013
Digital Marketing
Fundamentals
4.9 Billion
Source: http://en.wikipedia.org/wiki/World_population
Asia Population, 2030
Digital Marketing
Fundamentals
525 Million
Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets
Asia Middle Class, 2013
Digital Marketing
Fundamentals
3.1 Billion
Source: http://www.reuters.com/middle-class-infographic
Asia Middle Class, 2030
Digital Marketing
Fundamentals
9.4%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific Internet Penetration, 2005
Digital Marketing
Fundamentals
31.9%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific Internet Penetration, 2013
Digital Marketing
Fundamentals
344 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Internet Users, 2005
Digital Marketing
Fundamentals
1.3 Billion
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Internet Users, 2013
Digital Marketing
Fundamentals
0
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Mobile Internet Users, 2005
Digital Marketing
Fundamentals
895 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx,
We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Mobile Internet Users, 2013
Digital Marketing
Fundamentals
1 Billion+
Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/
Asia-Pacific Mobile Internet Users, 2015
Digital Marketing
Fundamentals
“In 2013, Global PC
Shipments Suffered the Worst
Decline in PC Market History”
Sources: Gartner http://www.gartner.com/newsroom/id/2647517
Digital Marketing
Fundamentals
680 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphone Sales, 2012
Digital Marketing
Fundamentals
968 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphone Sales, 2013
Digital Marketing
Fundamentals
Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138
Digital Marketing
Fundamentals
The Big Picture
Asia-Pacific Middle Class + Internet + Mobile
=
Big Opportunity
Digital Marketing
Fundamentals
Hong Kong Statistics
Digital Marketing
Fundamentals
97.6%
Hong Kong Internet Penetration
Source: http://www.censtatd.gov.hk/hkstat/sub/sp120.jsp?productCode=C0000052
Digital Marketing
Fundamentals
63%
Hong Kong Smartphone Penetration
Source: http://think.withgoogle.com/mobileplanet/en/
Digital Marketing
Fundamentals
62%
of Hongkongers used smartphone to
access Internet within past 7 days
Source: http://think.withgoogle.com/mobileplanet/en/
Within the past 7 days
Digital Marketing
Fundamentals
39%
of Hongkongers used a search engine
on mobile phone for product search
Source: http://think.withgoogle.com/mobileplanet/en/
Within the past 7 days
Digital Marketing
Fundamentals
16%
of Hongkongers purchased a product or
service using smartphone
Source: http://think.withgoogle.com/mobileplanet/en/
Within the past 7 days
Digital Marketing
Fundamentals
Source: comScore Media Metrix, March, 2013
Digital Marketing
Fundamentals
33%
Yahoo Search Engine Market Share in Hong Kong
Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/
Digital Marketing
Fundamentals
65%
Google Search Engine Market Share in Hong Kong
Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/
Digital Marketing
Fundamentals
Hong Kong Advantages
Internet Penetration
Business Environment
Affluent Population
Position Within Asia
Diversity
Free Press
Mobile Usage
Culture
Digital Marketing
Fundamentals
Hong Kong Disadvantages
Talent Shortage
Lack of Ecommerce Infrastructure
Small Local Market
Culture
Digital Marketing
Fundamentals
Asia Statistics
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/
To what extent
do you take
action on the
following forms
of advertising?
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/296249/search-engine-advertising-effectiveness-by-region/
Digital Marketing
Fundamentals
Global Statistics
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/254393/allocation-of-marketing-budgets-worldwide-by-channel/
Will your
marketing
budget
decrease,
increase or
stay the
same in
2013?
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/
Google Dominates
Digital Marketing
Fundamentals
Where Should I Focus?
Digital Marketing
Fundamentals
Social
SEO
Online PR
Digital Marketing
Fundamentals
Social
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/233989/number-of-social-network-users-in-asia-pacific/
Digital Marketing
Fundamentals
1.32 Billion
Facebook Monthly Active Users
(up 14% since last year)
Source: http://investor.fb.com/releasedetail.cfm?ReleaseID=861599
Digital Marketing
Fundamentals
4.4 Million
Facebook Active Users
in Hong Kong
Source: http://wearesocial.sg/blog/2014/01/social-digital-mobile-apac-2014/
Digital Marketing
Fundamentals
86%
Hong Kong Facebook Users Access
Facebook Via Mobile Device
Source: http://www.marketing-interactive.com/peek-into-facebook-hong-kong-digs/
Digital Marketing
Fundamentals
71%
Hong Kong Smartphone Owners
Access Social Networks Daily
Source: http://think.withgoogle.com/mobileplanet/en/
Digital Marketing
Fundamentals
143.8 Million
Weibo Monthly Active Users
vs. 241 Million for Twitter
Source: http://www.techinasia.com/sina-weibo-facts-stats-as-ipo-starts/
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/
Digital Marketing
Fundamentals
Source: http://www.socialbakers.com/all-social-media-stats/youtube/country/hong-kong/
Fastest Growing YouTube Channels In Hong Kong
(views per month)
Digital Marketing
Fundamentals
Source: http://www.socialbakers.com/all-social-media-stats/twitter/country/hong-kong/
Top 5 Twitter Brands in Hong Kong
Digital Marketing
Fundamentals
Why Social?
Digital Marketing
Fundamentals
Search Engines
Replaced the Phone Book,
the Mall, and the Library
Digital Marketing
Fundamentals
Social
Digital Marketing
Fundamentals
Social
More Than Buttons
Digital Marketing
Fundamentals
Social
More Than Sharing
Digital Marketing
Fundamentals
Social
More Than Marketing
Digital Marketing
Fundamentals
Social
Cannot Be Automated
Digital Marketing
Fundamentals
Social
Building Community
Digital Marketing
Fundamentals
Social
Like > Love > Defend
Digital Marketing
Fundamentals
Social
Starts With Strategy
Digital Marketing
Fundamentals
Is Social Right For Me?
What are our objectives?
What problem are we solving?
Why will this work?
What investment will be required?
Which network should we focus on?
Digital Marketing
Fundamentals
Which Social Network?
General audience? Facebook
Chinese? Weibo, WeChat
English? Facebook
Visual? Instagram, Facebook, Pinterest
Niche? Twitter, Google+
Digital Marketing
Fundamentals
How To Build Community
Show Up
Be Real
Don’t Advertise
Add Value
Be Sensitive
Digital Marketing
Fundamentals
Case Study #1
Burberry, Facebook
Digital Marketing
Fundamentals
Are They Showing Up?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Are They Being Real?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Are They Advertising?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Are They Adding Value?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Are They Being Sensitive?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Case Study #2
Emerson Salon, Facebook, Twitter
Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/
Digital Marketing
Fundamentals
Are They Showing Up?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Are They Being Real?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Are They Advertising?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Are They Adding Value?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Are They Being Sensitive?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Results
13,818 Twitter followers
1,780 likes on Facebook
75% of clients from Internet
400% increase in revenue over 2 year period
Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/
Digital Marketing
Fundamentals
Want to Learn More?
http://moz.com/beginners-guide-to-social-media/
Digital Marketing
Fundamentals
Questions / Break
Digital Marketing
Fundamentals
SEO
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Search Engines
Google, Yahoo, Bing, Baidu, Yandex, etc.
Digital Marketing
Fundamentals
Crawl, Index
Digital Marketing
Fundamentals
Good Answers, Fast
Digital Marketing
Fundamentals
Algorithms
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Search Engines: Why They Rank What They Do
Happy Searchers = $$$
Digital Marketing
Fundamentals
Search Engines Are Dumb
What is this photo of?
Digital Marketing
Fundamentals
Search Engines
Want To Be Human
But They’re Not There Yet
Digital Marketing
Fundamentals
How Important Are Rankings?
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
So How Do I Rank?
Help Google Make Searchers Happy
Digital Marketing
Fundamentals
How Do I Do That?
Search Engine Optimization (SEO)
Digital Marketing
Fundamentals
SEO
All Natural, All Organic
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
5 Parts of SEO
1. Keyword Strategy
2. On-Site Basics
3. Quality Content
4. Quality Links
5. Analysis
Digital Marketing
Fundamentals
Keywords
Search Volume, Relevancy, Competitiveness
Digital Marketing
Fundamentals
Keywords
Don’t Ignore The Long Tail
Digital Marketing
Fundamentals
On-Site Basics
Digital Marketing
Fundamentals
On-Site Basics
Indexable Content
Digital Marketing
Fundamentals
On-Site Basics
Crawlable Links
Digital Marketing
Fundamentals
Keyword Tips
1. In title tag, toward beginning
2. Prominently visible on page
3. 2-3 times within body
4. Once in alt image tag
5. Once in meta description tag
Digital Marketing
Fundamentals
Content
Detailed Information, News, Blog, Tips, FAQs
Digital Marketing
Fundamentals
Quality Content
So Interesting A Human Would Read It
Digital Marketing
Fundamentals
Quality Links
From Relevant, High Quality Websites
Digital Marketing
Fundamentals
Analysis
Modify, Measure, Repeat
Digital Marketing
Fundamentals
Analysis Tools
1. Google Keyword Planner
2. Google Analytics
3. Google Webmaster Tools
4. MySEOTool.com
5. Majestic SEO
6. SEMRush
Digital Marketing
Fundamentals
What To Measure
1. Visitors
2. Queries
3. Rankings
4. Links
5. Conversions!
Digital Marketing
Fundamentals
Case Study - Makeup
Digital Marketing
Fundamentals
Source: http://www.statista.com/statistics/296653/china-high-end-cosmetics-most-searched-brands/
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
In Title Tag, Toward Beginning
Currently: “Sasa.com: Clarins”
Better: “Clarins - Sasa Cosmetics”
Digital Marketing
Fundamentals
Prominently On Page
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
2-3 Times in Body
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Once in Alt Image Tag
Digital Marketing
Fundamentals
Once in Alt Image Tag
221 alt tags
172 empty
“Clarins” never used once in an alt tag
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Once in Meta Desc. Tag
Current: “Clarins Catalogue, Best Sellers, Sasa.com: Best
Beauty & Health Care Products”
Better: “Sasa carries the full line of Clarins face and body
treatment oils. Buy online or in-store.”
Digital Marketing
Fundamentals
Summary
Decent Rankings, Room for Improvement
Digital Marketing
Fundamentals
Want to Learn More?
http://moz.com/beginners-guide-to-seo
Digital Marketing
Fundamentals
Questions / Break
Digital Marketing
Fundamentals
Online PR
Digital Marketing
Fundamentals
What Is Online PR?
Online media placement that is not
purchased, typically obtained by influencing
media producers.
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
3 Forms of Placement
Digital Marketing
Fundamentals
Feature Stories
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Expert Mentions
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Helpful Content
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Why Online PR?
Digital Marketing
Fundamentals
Creates Brand Recognition
Digital Marketing
Fundamentals
Establishes Credibility
Digital Marketing
Fundamentals
Drives Traffic
Digital Marketing
Fundamentals
Improves SEO Efforts
Digital Marketing
Fundamentals
Great For Your Ego
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
How?
Digital Marketing
Fundamentals
Step 1 - Great Content
Digital Marketing
Fundamentals
Good Content Is
So Interesting
You Would Read It
Digital Marketing
Fundamentals
Great Content Is
So Interesting
You Would Pay To Read It
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Step 2 - Pitch Publishers
Digital Marketing
Fundamentals
Pitching The Media
When reaching out to writers, journalists,
bloggers, and other media producers, DO
NOT…
Digital Marketing
Fundamentals
Do Not…
Digital Marketing
Fundamentals
Do Not…Use A Shotgun
Instead, customize your pitch.
It’s obvious when you don’t.
Digital Marketing
Fundamentals
Do Not…Tell Me You’re Special
Show me.
In 5 seconds or less.
Digital Marketing
Fundamentals
Do Not…Tell Me I Can Help You
I’d love to help you, and I’d love to help the
other 20 people who contacted me this
morning, but I can’t help everyone.
Digital Marketing
Fundamentals
Do Not…Ask To Talk On Phone
Offer, don’t ask.
Digital Marketing
Fundamentals
Do Not…Think About Yourself
Make it about the writer/publisher.
Digital Marketing
Fundamentals
Do…
Digital Marketing
Fundamentals
Understand What I Want
As a writer, I want my
article here.
Digital Marketing
Fundamentals
Know What I’ve Written
If I just wrote a story about your competitor, what are the
chances I’m going to write a similar story about your
company?
Digital Marketing
Fundamentals
Know My Interests
I write about Hong Kong, entrepreneurship, and digital
marketing. But preferably all three.
Digital Marketing
Fundamentals
Offer Something Valuable
“I have an idea for an article that I believe would get a lot of
attention and social sharing.”
Digital Marketing
Fundamentals
Tell Interesting Stories
Digital Marketing
Fundamentals
But I’m Not Interesting
Digital Marketing
Fundamentals
Nonsense!
Digital Marketing
Fundamentals
You Are An Expert
Digital Marketing
Fundamentals
5 Ways To Create
Interesting Stories
Digital Marketing
Fundamentals
1. Problem-Agitate-Solve
Digital Marketing
Fundamentals
2. Tie-in
Digital Marketing
Fundamentals
3. Tell Secrets
Digital Marketing
Fundamentals
4. Look At Your Data
Digital Marketing
Fundamentals
5. Interview Someone
Digital Marketing
Fundamentals
Once You Have A Story…
Channels, People
Digital Marketing
Fundamentals
Channels
Industry websites
Niche websites
Blogs
Influential social media accounts
Media-sharing websites (YouTube)
Social networks
Forums
Wikis
Top-tier websites
Digital Marketing
Fundamentals
People
1. Select a channel first
2. Create a profile for each writer
3. Pitch one story to one writer at a time
4. Learn something from each interaction
Digital Marketing
Fundamentals
Case Studies
How businesses have successfully pitched me.
Digital Marketing
Fundamentals
Case Study 01
SEO Gadget, Infographic
Digital Marketing
Fundamentals
Case Study 02
HWTrek, Advice & Coffee
Digital Marketing
Fundamentals
Case Study 03
Builtvisible, Content Marketing
Digital Marketing
Fundamentals
HARO
Help Out A Reporter (HARO)
HelpAReporter.com
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Intro to Digital Marketing - ClickZ Live Hong Kong 2014
Digital Marketing
Fundamentals
Keys to Success w/HARO
Respond quickly
Include “HARO - [story request]” in subject line
Give them what they want, nothing extra
Give them what they want in the first sentence
Digital Marketing
Fundamentals
Other “Pitches”
Digital Marketing
Fundamentals
I’ve Got Quotes
“I saw your article on the cosmetics industry. I work for a
cosmetics company. If you ever need a quote for a future
article on the cosmetics industry, let me know.”
Digital Marketing
Fundamentals
I’ve Got Connections
“I saw your article on the cosmetics industry. I work for a
cosmetics company and have a lot of connections in the
industry. If you ever need a source for an article, let me know
and I’d be glad to make some introductions.”
Digital Marketing
Fundamentals
I’ve Got Data
“I saw your article on the cosmetics industry. I work for a
cosmetics company and have lots of data about the
industry. If you ever need stats or figures to support an
article you’re writing, let me know.”
Digital Marketing
Fundamentals
I’ve Got Pictures
“I saw your article on the cosmetics industry. I work for a
cosmetics company and we’ve used data about the
industry to create some interesting infographics and
visualizations. If you ever need something visual to
accompany your writing on the cosmetics industry, let me
know.”
Digital Marketing
Fundamentals
Think Digital
Get the link!
Digital Marketing
Fundamentals
Questions

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