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.
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
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
34. Digital Marketing
Fundamentals
Hong Kong Advantages
Internet Penetration
Business Environment
Affluent Population
Position Within Asia
Diversity
Free Press
Mobile Usage
Culture
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+
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/
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
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.”
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.
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?
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.”