Intro to Digital Marketing - ClickZ Live Hong Kong 2014
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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 - ClickZ Live Hong Kong 2014
- 1. Intro to Digital Marketing ! Joshua Steimle josh@mwi.com @donloper
- 3. Digital Marketing Fundamentals Founder & CEO, MWI Since 1999 Hong Kong . Salt Lake City . Phoenix
- 5. Digital Marketing Fundamentals Speaker / Presenter
- 8. Digital Marketing Fundamentals The Big Picture
- 9. Digital Marketing Fundamentals 4.3 Billion Source: http://www.worldpopulationstatistics.com/asia-population-2013/ Asia Population, 2013
- 10. Digital Marketing Fundamentals 4.9 Billion Source: http://en.wikipedia.org/wiki/World_population Asia Population, 2030
- 11. 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
- 12. Digital Marketing Fundamentals 3.1 Billion Source: http://www.reuters.com/middle-class-infographic Asia Middle Class, 2030
- 13. Digital Marketing Fundamentals 9.4% Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx Asia-Pacific Internet Penetration, 2005
- 14. Digital Marketing Fundamentals 31.9% Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx Asia-Pacific Internet Penetration, 2013
- 15. 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
- 16. 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
- 17. 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
- 18. 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
- 19. 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
- 20. 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
- 21. Digital Marketing Fundamentals 680 Million Sources: Gartner http://www.gartner.com/newsroom/id/2665715 Worldwide Smartphone Sales, 2012
- 22. Digital Marketing Fundamentals 968 Million Sources: Gartner http://www.gartner.com/newsroom/id/2665715 Worldwide Smartphone Sales, 2013
- 23. Digital Marketing Fundamentals Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138
- 24. Digital Marketing Fundamentals The Big Picture Asia-Pacific Middle Class + Internet + Mobile = Big Opportunity
- 25. Digital Marketing Fundamentals Hong Kong Statistics
- 26. Digital Marketing Fundamentals 97.6% Hong Kong Internet Penetration Source: http://www.censtatd.gov.hk/hkstat/sub/sp120.jsp?productCode=C0000052
- 27. Digital Marketing Fundamentals 63% Hong Kong Smartphone Penetration Source: http://think.withgoogle.com/mobileplanet/en/
- 28. 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
- 29. 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
- 30. 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
- 31. Digital Marketing Fundamentals Source: comScore Media Metrix, March, 2013
- 32. 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/
- 33. 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/
- 34. Digital Marketing Fundamentals Hong Kong Advantages Internet Penetration Business Environment Affluent Population Position Within Asia Diversity Free Press Mobile Usage Culture
- 35. Digital Marketing Fundamentals Hong Kong Disadvantages Talent Shortage Lack of Ecommerce Infrastructure Small Local Market Culture
- 37. 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?
- 42. 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?
- 44. Digital Marketing Fundamentals Where Should I Focus?
- 48. Digital Marketing Fundamentals 1.32 Billion Facebook Monthly Active Users (up 14% since last year) Source: http://investor.fb.com/releasedetail.cfm?ReleaseID=861599
- 49. Digital Marketing Fundamentals 4.4 Million Facebook Active Users in Hong Kong Source: http://wearesocial.sg/blog/2014/01/social-digital-mobile-apac-2014/
- 50. 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/
- 51. Digital Marketing Fundamentals 71% Hong Kong Smartphone Owners Access Social Networks Daily Source: http://think.withgoogle.com/mobileplanet/en/
- 52. 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/
- 54. 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)
- 55. Digital Marketing Fundamentals Source: http://www.socialbakers.com/all-social-media-stats/twitter/country/hong-kong/ Top 5 Twitter Brands in Hong Kong
- 57. Digital Marketing Fundamentals Search Engines Replaced the Phone Book, the Mall, and the Library
- 59. Digital Marketing Fundamentals Social More Than Buttons
- 60. Digital Marketing Fundamentals Social More Than Sharing
- 61. Digital Marketing Fundamentals Social More Than Marketing
- 62. Digital Marketing Fundamentals Social Cannot Be Automated
- 64. Digital Marketing Fundamentals Social Like > Love > Defend
- 65. Digital Marketing Fundamentals Social Starts With Strategy
- 66. 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?
- 67. Digital Marketing Fundamentals Which Social Network? General audience? Facebook Chinese? Weibo, WeChat English? Facebook Visual? Instagram, Facebook, Pinterest Niche? Twitter, Google+
- 68. Digital Marketing Fundamentals How To Build Community Show Up Be Real Don’t Advertise Add Value Be Sensitive
- 69. Digital Marketing Fundamentals Case Study #1 Burberry, Facebook
- 70. Digital Marketing Fundamentals Are They Showing Up?
- 72. Digital Marketing Fundamentals Are They Being Real?
- 74. Digital Marketing Fundamentals Are They Advertising?
- 76. Digital Marketing Fundamentals Are They Adding Value?
- 78. Digital Marketing Fundamentals Are They Being Sensitive?
- 80. Digital Marketing Fundamentals Case Study #2 Emerson Salon, Facebook, Twitter Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/
- 81. Digital Marketing Fundamentals Are They Showing Up?
- 87. Digital Marketing Fundamentals Are They Being Real?
- 89. Digital Marketing Fundamentals Are They Advertising?
- 91. Digital Marketing Fundamentals Are They Adding Value?
- 93. Digital Marketing Fundamentals Are They Being Sensitive?
- 95. 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/
- 96. Digital Marketing Fundamentals Want to Learn More? http://moz.com/beginners-guide-to-social-media/
- 100. Digital Marketing Fundamentals Search Engines Google, Yahoo, Bing, Baidu, Yandex, etc.
- 105. Digital Marketing Fundamentals Search Engines: Why They Rank What They Do Happy Searchers = $$$
- 106. Digital Marketing Fundamentals Search Engines Are Dumb
- 107. What is this photo of?
- 108. Digital Marketing Fundamentals Search Engines Want To Be Human But They’re Not There Yet
- 109. Digital Marketing Fundamentals How Important Are Rankings?
- 111. Digital Marketing Fundamentals So How Do I Rank? Help Google Make Searchers Happy
- 112. Digital Marketing Fundamentals How Do I Do That? Search Engine Optimization (SEO)
- 113. Digital Marketing Fundamentals SEO All Natural, All Organic
- 115. Digital Marketing Fundamentals 5 Parts of SEO 1. Keyword Strategy 2. On-Site Basics 3. Quality Content 4. Quality Links 5. Analysis
- 116. Digital Marketing Fundamentals Keywords Search Volume, Relevancy, Competitiveness
- 117. Digital Marketing Fundamentals Keywords Don’t Ignore The Long Tail
- 121. 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
- 122. Digital Marketing Fundamentals Content Detailed Information, News, Blog, Tips, FAQs
- 123. Digital Marketing Fundamentals Quality Content So Interesting A Human Would Read It
- 124. Digital Marketing Fundamentals Quality Links From Relevant, High Quality Websites
- 126. Digital Marketing Fundamentals Analysis Tools 1. Google Keyword Planner 2. Google Analytics 3. Google Webmaster Tools 4. MySEOTool.com 5. Majestic SEO 6. SEMRush
- 127. Digital Marketing Fundamentals What To Measure 1. Visitors 2. Queries 3. Rankings 4. Links 5. Conversions!
- 128. Digital Marketing Fundamentals Case Study - Makeup
- 131. Digital Marketing Fundamentals In Title Tag, Toward Beginning Currently: “Sasa.com: Clarins” Better: “Clarins - Sasa Cosmetics”
- 134. Digital Marketing Fundamentals 2-3 Times in Body
- 136. Digital Marketing Fundamentals Once in Alt Image Tag
- 137. Digital Marketing Fundamentals Once in Alt Image Tag 221 alt tags 172 empty “Clarins” never used once in an alt tag
- 139. 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.”
- 140. Digital Marketing Fundamentals Summary Decent Rankings, Room for Improvement
- 141. Digital Marketing Fundamentals Want to Learn More? http://moz.com/beginners-guide-to-seo
- 142. Digital Marketing Fundamentals Questions / Break
- 144. Digital Marketing Fundamentals What Is Online PR? Online media placement that is not purchased, typically obtained by influencing media producers.
- 150. Digital Marketing Fundamentals 3 Forms of Placement
- 160. Digital Marketing Fundamentals Creates Brand Recognition
- 163. Digital Marketing Fundamentals Improves SEO Efforts
- 164. Digital Marketing Fundamentals Great For Your Ego
- 167. Digital Marketing Fundamentals Step 1 - Great Content
- 168. Digital Marketing Fundamentals Good Content Is So Interesting You Would Read It
- 169. Digital Marketing Fundamentals Great Content Is So Interesting You Would Pay To Read It
- 173. Digital Marketing Fundamentals Step 2 - Pitch Publishers
- 174. Digital Marketing Fundamentals Pitching The Media When reaching out to writers, journalists, bloggers, and other media producers, DO NOT…
- 176. Digital Marketing Fundamentals Do Not…Use A Shotgun Instead, customize your pitch. It’s obvious when you don’t.
- 177. Digital Marketing Fundamentals Do Not…Tell Me You’re Special Show me. In 5 seconds or less.
- 178. 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.
- 179. Digital Marketing Fundamentals Do Not…Ask To Talk On Phone Offer, don’t ask.
- 180. Digital Marketing Fundamentals Do Not…Think About Yourself Make it about the writer/publisher.
- 182. Digital Marketing Fundamentals Understand What I Want As a writer, I want my article here.
- 183. 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?
- 184. Digital Marketing Fundamentals Know My Interests I write about Hong Kong, entrepreneurship, and digital marketing. But preferably all three.
- 185. 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.”
- 186. Digital Marketing Fundamentals Tell Interesting Stories
- 187. Digital Marketing Fundamentals But I’m Not Interesting
- 189. Digital Marketing Fundamentals You Are An Expert
- 190. Digital Marketing Fundamentals 5 Ways To Create Interesting Stories
- 193. Digital Marketing Fundamentals 3. Tell Secrets
- 194. Digital Marketing Fundamentals 4. Look At Your Data
- 195. Digital Marketing Fundamentals 5. Interview Someone
- 196. Digital Marketing Fundamentals Once You Have A Story… Channels, People
- 197. Digital Marketing Fundamentals Channels Industry websites Niche websites Blogs Influential social media accounts Media-sharing websites (YouTube) Social networks Forums Wikis Top-tier websites
- 198. 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
- 199. Digital Marketing Fundamentals Case Studies How businesses have successfully pitched me.
- 200. Digital Marketing Fundamentals Case Study 01 SEO Gadget, Infographic
- 201. Digital Marketing Fundamentals Case Study 02 HWTrek, Advice & Coffee
- 202. Digital Marketing Fundamentals Case Study 03 Builtvisible, Content Marketing
- 203. Digital Marketing Fundamentals HARO Help Out A Reporter (HARO) HelpAReporter.com
- 207. 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
- 209. 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.”
- 210. 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.”
- 211. 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.”
- 212. 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.”
- 213. Digital Marketing Fundamentals Think Digital Get the link!