Digital Training trainees edition 1.1

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Digital Media sales training slide deck for Primedia International sales teams in Bahrain, Qatar, Oman, UAE

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Digital Training trainees edition 1.1

  1. 1. Digital Media A vision for the future
  2. 2. Etiquette Please switch off your mobiles or mute them. Your full participation, questions and ideas are welcomed and encouraged. Kindly take notes.
  3. 3. Introduction
  4. 4. Introduction
  5. 5. Introduction
  6. 6. Introduction
  7. 7. Introduction
  8. 8. Introduction
  9. 9. Introduction
  10. 10. Inroduction
  11. 11. Introduction
  12. 12. Introduction
  13. 13. Introduction
  14. 14. Introduction
  15. 15. Introduction
  16. 16. Your first sale What is the first sale that you make ? To whom will you make your first sale ?
  17. 17. Agenda Day 1 • How do businesses acquire customers ? • The Internet • Search • Digital Advertising • Social Media • Qatar, UAE, Bahrain, Oman, the Gulf and the Internet • Qatar Yellow Pages, Gulfind.com
  18. 18. Session 1.1 • Customer Acquisition, Leads • Why the Internet • How to get found on the internet • Search • Browsers & Search Engines • Search Logic • Digital Advertising : Benefits
  19. 19. The Customer Customer Acquisition Engagement Retention
  20. 20. Customer Acquisition How do businesses acquire or obtain customers ? How do businesses increase their sales leads ?
  21. 21. What is the Internet ? The Internet is a global system of interconnected computer networks that usually use the standard Internet protocol suite (often called TCP/IP) to serve billions of users worldwide. Network of networks
  22. 22. Digital Media and the Internet
  23. 23. How Digital Media Has Changed Customer Interaction
  24. 24. What is a browser ? What is a browser ? Browser : Software program installed on your computer locally.
  25. 25. Search A web search engine is designed to search for information on the World Wide Web. The search results are generally presented in a line of results often referred to as search engine results pages (SERPs).
  26. 26. Search Engine Results Page
  27. 27. How Search Engines Work • How search engines work Crawl Index Serve
  28. 28. Browsers and Search Engines Browser Software program installed on your computer locally. A browser is used to access the Internet. Search Engine A search engine is used to search for particular information. To open a search engine you need a browser.
  29. 29. Google Google’s mission is to organize the world’s information and make it universally accessible and useful. Search : Focus on the user and all else will follow. Fast is better than slow.
  30. 30. Digital Advertising • Benefits • Types
  31. 31. Digital Advertising : Benefits Measurable Key Performance Indicators Tracking
  32. 32. Digital Advertising : Benefits Targeted
  33. 33. Digital Advertising : Benefits Pay only when an ad is displayed, clicked, or an action taken
  34. 34. Digital Advertising : Benefits Impact at every point on the buying cycle Cost Reach Testing Risk
  35. 35. Targeting Types of Targeting
  36. 36. Behavioural or Audience Targeting Behavioural or Audience Targeting : advertisers target audiences based on their recent online activity. • Cookies
  37. 37. Contextual Targeting Contextual Targeting or Advertising the content of an ad is in direct correlation to the content of the web page the user is viewing.
  38. 38. Geo, IP, Location Based Targeting Geo, or IP or Location Based Targeting targets the geolocation of a website visitor to deliver content to that visitor based on his location, by country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria.
  39. 39. SEM SEM or search engine marketing is the process of gaining traffic from or visibility on search engines through • free SEO efforts • paid search advertising
  40. 40. SEM Search Marketing Search Engine Marketing
  41. 41. SEO • Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic" or "algorithmic"), search results.
  42. 42. SEO : The Basics
  43. 43. SEO : The Basics • Focus on the user • Ultimate consumers are users, not search engines • Make your visitor a client of the information you have published, then your goods & services
  44. 44. SEO Free Editorial Organic Natural Algorithmic Unpaid
  45. 45. How Yellow Pages helps SEO Hyperlinks from Yellow Pages help improve a customer’s site’s PageRank : • Yellow Pages pages which display business info can be crawled easily by web spiders • Long tail keywords • Higher PageRank of Yellow Pages • Better keyword positions for business related searches • Direct navigation : sales force, covers of print YP
  46. 46. Session 1.2 • Types of Internet Advertising • Social Media • Social media can help businesses obtain customers and increase sales • Pricing ads on the internet • The language of Internet Advertising
  47. 47. Digital Advertising • Types of Digital Advertising
  48. 48. 48 Display advertising: the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a company's own website and increase product awareness. Search engine optimization (SEO): the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Search engine marketing (SEM): a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of either paid placement, contextual advertising, and paid inclusion, or through the use of free search engine optimization techniques. Social media marketing: the process of gaining traffic or attention through social media websites such as Facebook, Twitter and LinkedIn. Types of Internet Marketing
  49. 49. Types of Internet Ads 49 Floating ad: Moves across the user's screen or floats above the content. Expanding ad: Changes size and which may alter the contents of the webpage. Polite ad: A large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed Wallpaper ad: Changes the background of the page being viewed. Trick banner: Looks like a dialog box with buttons. Simulates an error message or an alert. Pop-up: A new window opens in front of the current one, displaying an ad or webpage. Pop-under: Window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows. Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps. Interstitial ad: a full-page ad that appears before a user reaches their original destination.
  50. 50. Display Advertising Display advertising is graphical advertising that appears next to content on web pages Banners, in standard ad sizes, with text, logos, pictures, or rich media.
  51. 51. Display Advertising
  52. 52. Rich Media Rich media, or interactive multimedia: a combination of text, audio, still images, animation, video, and interactivity content for active participation.
  53. 53. Banners BANNERS Graphics embedded into web-pages with a hyperlink to the advertiser’s destination Rich-media, streaming video/sound, interactive possibilities. Distributed by ad-servers Charged either by click or impression.
  54. 54. E-mail EMAIL ‘opt-in’ e-mail delivers some of the best results for online advertising along with contextual advertising. Double opt-in (confirmed subscription) email newsletters with targeted subscribers can offer 5- 10% CTR, even higher in some cases.
  55. 55. Affiliate AFFILIATE formal revenue-sharing or commission based ads Advertisers create or use an established affiliate network to serve ads and handle the cost-per-action or cost-per-click payment.
  56. 56. Sponsorship SPONSORSHIP “this (content) brought to you by x” brands paying for content/video/research or ongoing conferences/sites.
  57. 57. Classified CLASSIFIED micro-advertising on text- based classified platforms free or on a pay-per-placement basis
  58. 58. Advertorial ADVERTORIAL Paid reviews or editorial content especially through blogs.
  59. 59. Blogs BLOG A Web site on which an individual or group of users record opinions, information, etc. on a regular basis.
  60. 60. Text-Based TEXT-BASED related to the content (contextual) set up with AdSense or manually.
  61. 61. Mobile Advertising Mobile advertising involves displaying text, graphic image and animated ads on data enabled mobile devices
  62. 62. Social Media
  63. 63. Social Media : Features & Benefits People : Technology is the enabler Participation : Likes Openness : Free conversations Conversation : Not broadcasting Community : Group Connectivity : 6 degrees of separation Word-of-mouth marketing : recommendations between friends.
  64. 64. Social Media : How Social Media can help increase sales Brand Awareness Product Launch Direct Response Reputation Management Audience Engagement
  65. 65. The World of Social Media
  66. 66. Social Media : Benefits • Viral
  67. 67. Social Media : Types and Portfolio
  68. 68. Major Social Media channels and generating business leads • Social networking is a means to an end • You have to understand what the end is
  69. 69. Google+ 150 million users "Google+ is Google itself. We’re extending it across all that we do — search, ads, Chrome, Android, Maps, YouTube — so that each of those services contribute to our understanding of who you are" Bradley Horowitz, Google's VP Product, Google+
  70. 70. Google+ • Google+ Local : Maps, Reviews
  71. 71. Facebook • 1, 000 million active users • 552 million daily active users • 543 monthly active mobile users September 2012
  72. 72. Facebook Over 900 million people like and comment an average of 3.2 billion times every day. Businesses can be a part of these conversations and have access to the most powerful kind of word-of-mouth marketing — recommendations between friends.
  73. 73. YouTube • 800 million unique users • 4 billion videos viewed per day • 60 hours of video uploaded every minute • 400 million views on mobile
  74. 74. LinkedIn • Professional, dedicated business network • 175 million professionals • Recruitment, employment
  75. 75. Twitter 340 million tweets per day 140 million active users Real time updates
  76. 76. Customer Retention Compare how you behave driving in rush- hour traffic with how you drive down your own street past your neighbours. When you know you will see people again, or if you want to see them again, you treat them better.
  77. 77. Cookies
  78. 78. Measurement Models • Unique • Visits • Page Views • Impressions
  79. 79. Measurement Models
  80. 80. Internet Pricing Models CPC CPM CPL CPA CPS Subscription
  81. 81. Internet Pricing Models CPC : Cost per Click CTR : Click through rate CPM : Cost per 1, 000 impressions (M in Latin = 1,000)
  82. 82. Internet Pricing Models CPL : Cost per lead CPA : Cost per Action, Activity, Acquisition CPS : Cost per Sale Subscription
  83. 83. SEO, SEM SEM : Search Engine Marketing SEO : Search Engine Optimization
  84. 84. AdWords, AdSense Pay per click advertising On Google Non Google sites
  85. 85. Yahoo!, Bing, DoubleClick
  86. 86. Session 1.3 The Internet in : Qatar Bahrain GCC UAE Internet Yellow Pages Qatar Yellow Pages Gulfind.com
  87. 87. Qatar • "High-income, well-connected nation , a foresighted government and a society focused on education..... • "a cutting edge technology backbone, ICT-aware individuals and businesses, and a commitment to building a world-class education and research environment .... • "(to create a) digital media hub of the region". Qatar’s Digital Media Landscape 2011 Report from ICTqatar
  88. 88. Qatar : Social Facebook Users : 481,280 as of April 2011 28.3% user penetration. 2nd in the Middle East Twitter : Users : 133, 309 as of March 2012 User penetration : 8.5% Arab Social Media Report produced by the Dubai School of Government
  89. 89. Bahrain • Connectivity score : 210.4 % per person (Internet access and fixed and mobile) , v Gulf average : 135.7% • eGovernment Authority in Bahrain • Bahrain Internet Society • Internet users : 649,300 as of June/10, 88.0% of the population, ITU. • Facebook : 253,100 users (August 31, 2010)
  90. 90. The Gulf • Middle East Internet Users : 77 million + (Internet World Stats) • Facebook : 20 million + users • MarkaVIP, Souq.com, AMEInfo.com • Arab Digital Generation (Born between 1977 and 1997) : 83% use the Internet daily
  91. 91. Digital Media in UAE
  92. 92. Internet Yellow Pages
  93. 93. Qatar Yellow Pages
  94. 94. Summary and Feedback Day 1 What have you learned today ? Your feedback and suggestions ?
  95. 95. Day Two Welcome
  96. 96. Succeeding on the Internet is No Different than Succeeding Anywhere Else. The people who do well on the Internet are the same people who do well in anywhere in sales. The rules are the same where people compete to sell goods and services. What lots of people lead others to believe, is that the Internet is somehow different. This misconception is what makes people act differently when attempting to sell on the Internet and prevents many people from succeeding in Internet sales.
  97. 97. Agenda Day 2 Selling yellowpages.qa, and gulfind.com Features and Benefits : User Selling Points, & Key Selling Points for Advertisers Value Propositions : Key Selling Points for Advertisers Competitive Environment : Digital Products, QYP, GF Overcoming Objections Who to target : Tips & Ideas Role Plays Customer Handling Pricing, Commission, Reporting
  98. 98. Session 2.1 Features and Benefits : User Selling Points, & Key Selling Points for Advertisers Value Propositions: Key Selling Points for Advertisers Competitive Environment : Digital Products, QYP, GF
  99. 99. Selling How to sell
  100. 100. Selling : Advertiser’s Choice and Context
  101. 101. Selling : How is the business positioned ? We cannot control how people use directive media to search for our business. We can influence where we position our business in all the available places to capture customer demand.
  102. 102. Features and Benefits for Users • UX • Focus on the user
  103. 103. Features : Benefits for Users : Rich content Rich content: Location Map Photos, Videos Brochures : Touch Points : Telephone, E-mail, Website, Social Media, Sharing, Location Map
  104. 104. Features : Benefits for Users : Data Data : Correct information : Call Centre, sales team : validated data by PMQ, validated data by companies, self-provisioning corrections and updates validated by PMQ
  105. 105. Features : Benefits for Users : Promotions • Promotions : Special Offers, Deals from Advertisers : Choice, Savings
  106. 106. Features : Benefits for Users : Sharing Sharing Social Media : Facebook, Twitter, Google+; RSS feed; E-mail
  107. 107. Features : Benefits for Users : Search Search : User focused search logic : Information found quicker : As relevant results as possible given equal spend : accurate search results Search Options : NAICS Industry, classification; Location, Company Name, Telephone, Brand : User control for search
  108. 108. Benefits of Individual Membership • Contact List • Special Offers
  109. 109. Features : Benefits : Advertisers User Benefits : Traffic: Usage : Searches : Leads : Sales SEO : Higher ranking on search engines : Listing found easier Rich content : Usage, Stickiness Advertising opportunities : Choice Self provisioning : DIY Expert advice : Ikea
  110. 110. Features : Benefits : Advertisers Packages Flexibility, Choice Rich content Company micro-site equivalent, unique URL : found easily by Search Engines : Better search engine ranking for companies whether they have an internet presence or not. Web presence for advertisers who do not have a website.
  111. 111. Features : Benefits : Advertisers Promotions, Special Offers, Deals from Advertisers : Choice, Savings for Consumers and Users : Regular Usage : Stickiness : Higher Traffic : Leads : Sales Direct Contacts from Customers : Sales
  112. 112. Value Proposition A Value proposition is a clear statement of the tangible results a customer gets from using our products. The more specific our Value proposition is the better.
  113. 113. Value Proposition Weak A simple description of the offering feature and capabilities or they are filled with self aggrandizing puffery. Examples : • It’s the most technologically and robust system on the market. • Best web presence. • Top local search system. • Rated the best by leading authorities. If you are not talking tangible results, keep asking So What ?
  114. 114. Value Proposition Strong A Value Proposition needs to be financial oriented which speaks of critical issues the customer is facing, by including specific percentages. Examples • Increased revenue. • Target Customers . • Decreased cost. • Increased market share. • Improved customers retention level. • In flow of new Customers. • Cash Customers • Ready to buy Customers
  115. 115. Value Propositions : Advertiser • Business Leads • New doors to business, expanding positioning • Presence where customers are looking, searching • Traffic • SEO & SEM • The Yellow Pages brand • Targeting • Measurement & Tracking • Rich content • Data • Qtel • Batelco • FGCC • Primedia
  116. 116. Value Propositions : Advertiser Tele Gulf
  117. 117. Competition
  118. 118. Competition : Digital Products Follow the money Any spend Advertising Print Online Above the line Below the line
  119. 119. Competition : Digital Products Search Engines Social Media Banner Advertising Apps Deals, Coupons, Special Offers
  120. 120. Competition • Profile  Online Directories/Classified  All online website selling advertising and visibility: newspapers, portals, social media, etc. • Qatar  Qatcom, Qatar Living • Gulf  AME Info, Local Search, TradeArabia, YP KSA, YP Kuwait, YP UAE, Qatar Mark • International  EuroPages, Yell, YP.com
  121. 121. Qatcom Claims : Qatcom is the largest online Yellow Pages Directory, with over 24'000 listings, representing 96% of companies in Doha & Qatar Testimonials : Advertiser & User Qbay Doha Interactive map
  122. 122. Qatar Living Claims : Founded in 2005, Qatar Living is the first social network in Qatar Restaurant Reviews AdSense Effective Measure
  123. 123. Competition : Bahrain • Infobahrain.com • ABC Directories : abc-bahrain.com, TradeArabia • Expatriates.com • Dubizzle.com, Souq.com, Soogna • ClickBahrain.com • Arabic : Bahrain Commercial • AMEInfo • 181.bh
  124. 124. Competition : Gulf Profile Local Online Directories/Classified/ Yellow Pages All online website selling advertising and visibility: newspapers, portals, social media, etc. Gulf AME Info, Local Search, TradeArabia, YP KSA, YP Kuwait, YP UAE, Qatar Mark International EuroPages, Yell, YP.com
  125. 125. Competition : Gulf Specialized directories : • Gulf Oilfield Directory : oilandgaspages.com • Gulf Health Directory :gulfhealthdirectory.com • Middle East Directory : middleeastdirectory.com TradeArabia : tradearabia.com
  126. 126. Session 2.2 • Overcoming Objections • Role Play • Who to target • Top Ten • Prospecting • Preparation
  127. 127. Overcoming Objections
  128. 128. Objection Handling Model Objection handling - Process Empathize & Clarify Respond Verify Clarify what the concern is Respond according to the type of concern Verify that the concern has been removed Move on to the next question Repeat if necessary Client Concerns
  129. 129. Process to be followed to overcome an Objection : 1. Clarify what the concern is (express empathy if appropriate). 2. Respond accordingly: To remove doubt: a) Refer to a similar situation and/or b) Offer evidence/proof that what you have said is true To handle indifference: a) If based on a misunderstanding or lack of information explain your point more thoroughly and /or b) Outweigh the indifference with the benefits of your suggested approach. Verify that the objection has been removed. Objection Handling Model
  130. 130. Overcoming Objections Competitors : Google, Search Engines Facebook, Social Media Online Directories, Qatcom, Qatar Living • Price • Results : Traffic Calls, Clicks, Impressions, Leads
  131. 131. Objections Objection Empathize Respond Verify How will I get response ? I will pay with my -print invoice after the directory is released I have a website and that is enough When will I get to see my company on Google
  132. 132. Overcoming Objections : Response Response : Measurement : Web : Clicks, Impressions Offline : Calls, Fax, Physical Visits Branding : Billboard Informational Microsite Matt Cutts, Google
  133. 133. Objections Objection Empathize Respond Verify We have Facebook Annual Subscription is better than CPM Website not Popular Annual Subscription is better than a short period of one month
  134. 134. SEO • How Yellow Pages can help SEO
  135. 135. How Yellow Pages helps SEO Hyperlinks from Yellow Pages help improve a customer’s site’s PageRank : • Yellow Pages pages which display business info are can be crawled easily by web spiders • Long tail keywords • Higher PageRank of Yellow Pages • Better keyword positions for business related searches • Direct navigation : sales force, covers of print YP
  136. 136. Objections Objection Empathize Respond Verify Expensive Qatcom Google No traffic
  137. 137. Objections Objection Empathize Respond Verify We have Facebook Annual Subscription is better than CPM Website not Popular Annual Subscription is better than a short period of one month
  138. 138. Prospecting Targets : Gulfind.com Regional operations Gulf wide sales Prestige : regional groups B2B Travel, Lodging Government
  139. 139. The Top 10 Process • Blue Sky • Based on potential, not current RBS
  140. 140. Prospecting Targets for yellowpages.qa B2C B2B No website Deals
  141. 141. How to find prospects for yellowpages.qa
  142. 142. How to find Prospects for yellowpages.qa Internet Advertising : Banners, Text Ads on websites : News, Magazines Portals Search Results Pages Text Ads
  143. 143. How to find Prospects for yellowpages.qa Web address or social media address from : Print ads in newspapers & magazines Billboards, Posters Flyers Business Cards Newsletters Letterheads Directories Vehicles
  144. 144. How to find Prospects for yellowpages.qa Daily Deals and Special Offers : Any ad in print or online that has special offers, daily deals, discounts Flyers Deals websites Coupons
  145. 145. How to Prepare for yellowpages.qa
  146. 146. How to Prepare for yellowpages.qa Current web presence : Google search, Google+ Bing search LinkedIn Facebook Foursquare Pinterest others ?
  147. 147. How to Prepare for yellowpages.qa Keywords Images Mobile presence mobile rendering
  148. 148. How to Prepare for yellowpages.qa Availability Current advertising : Online Print Other Media Classifications Keywords Promotion Ideas Videos Competitor advertising
  149. 149. Session 2.3 • Reporting • Targets • Commission • Communication • Role Play • Summary • Feedback
  150. 150. Reporting Process • All Packages (annual subscriptions) will be processed along with the Revenue Base • All Prime Positions will be reported as New Business. However, a separate report will be maintained by IT/ Production that will manage the buying behavior of the customer. (number of times renewed, Inc/Dec/Canc etc)
  151. 151. Reporting Process : Packages Revenue assignment Renew or increase online Packages Pass through L1 Process Report as inc/dec /canc/ren/NB as a New sales Pass through L2
  152. 152. Reporting Process : Prime Positions

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