Digital Strategy Review

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Grand Valley State University
Grand Rapids, Michigan
October of 2011

Published in: Marketing, Technology, Business
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Digital Strategy Review

  1. 1. DIGITAL STRATEGY October 24th, 2011
  2. 2. WHO AM I AND WHY AM I HERE?   President and founder of internet marketing firm   Self-taught expertise in web design, SEO and social media   Passionate about internet marketing   True believer in the power of the internet   Feel very blessed for not having to actually use the accounting knowledge I obtained in college   Marketing is about karma October23,2011 2 |PresentedbyWebSavvyMarketing
  3. 3. DO I REALLY KNOW WHAT I TALK ABOUT?   The Fluff Answer   Highlighted in major websites and magazines   Featured on launch of Detroit2020   Utilized by Wired Magazine for SEO and social media expert   The Real Answer   Grew prior company’s sales 400% in two years   Successfully launched start-up in recession   Salary was over $100k within first year of launch   Priced well higher than competition   Firm is always at maximum capacity and adding staff   Can outperform large companies like Microsoft and SAP   Marketing efforts are copied by large firms with huge budgets and staffs October23,2011 3 |PresentedbyWebSavvyMarketing
  4. 4. AGENDA   Assessing Your Competitor’s Objectives and Target Audience   Components of a Digital Review   Assessing Your Competitor’s Online Presence   Website Aesthetics and Content   Search Engine Optimization   Social Media Usage   Custom Reviews   Traffic and Sources of Traffic   Graders   “Who Is” Data October23,2011 4 |PresentedbyWebSavvyMarketing
  5. 5. WHAT ARE YOUR COMPETITOR’S OBJECTIVES ONLINE?   Increased branding   Increased exposure to industry influencers   Referral traffic to website   Search engine optimization   Increased event attendance and/or ROI   New leads, prospects or sales   Better interaction with existing clients   Awareness of internet chatter (+ and -)   Enhanced community involvement   Improved employee loyalty and retention   Reputation management   Locate partners or resellers or franchisees   Court investors and obtain funding October23,2011 5 |PresentedbyWebSavvyMarketing
  6. 6. WHAT AUDIENCE IS YOUR COMPETITOR TARGETING?   New prospects   Existing customers   Media   Bloggers   Prospective employees   Prospective franchisees   Local community   Industry influencers and thought leaders   Competitors   Existing or future partners   Potential investors October23,2011 6 |PresentedbyWebSavvyMarketing
  7. 7. October23,2011|PresentedbyWebSavvyMarketing 7
  8. 8. A LARGE VARIETY OF WEB PROPERTIES ARE AVAILABLE   Search engines   Social networks   Blog communities   Microblogs and feeds   Groups and forums   News, bookmark, and tagging websites   Location and review websites   Documents, wikis, and presentations   Videos, podcasts, image websites October23,2011 8 |PresentedbyWebSavvyMarketing
  9. 9. START WITH THE WEBSITE October23,2011 9 |PresentedbyWebSavvyMarketing
  10. 10. START WITH THE WEBSITE   Consider the esthetics, functionality and content as if you were a regular visitor   Does it look 2011 or circa 1975?   Is information easy to locate?   Is it cross browser compatible?   Are there clear call to actions?   Is social media integrated and easily found? October23,2011 10 |PresentedbyWebSavvyMarketing
  11. 11. WHAT’S INSIDE? SEARCH PAGES WITHIN URL October23,2011 11 |PresentedbyWebSavvyMarketing   Lots and lots of content   Poor content structure for search engines   Lack of unique meta date is confusing Google and produces poor results in Google   Poor user experiences
  12. 12. DOES YOUR COMPETITOR HAVE ANY ON-PAGE SEO? October23,2011 12 |PresentedbyWebSavvyMarketing Keyword Focus = Start a Business
  13. 13. DOES YOUR COMPETITOR HAVE ANY ON-PAGE SEO? October23,2011 13 |PresentedbyWebSavvyMarketing Keyword Focus = Should be “Body Blends”
  14. 14. DOES YOUR COMPETITOR HAVE ANY OFF-PAGE SEO?   Optimize social media and community activities   Augment blogging to maximize reach and inbound links   Manage directory submissions   Optimize social bookmarking   Obtain quality and targeted inbound links   Local search listing submissions and optimization   Press release copy, optimization, and distribution   Pursue and/or write guest article or blogging opportunities October23,2011 14 |PresentedbyWebSavvyMarketing
  15. 15. COMPARE ONE COMPANY TO MULTIPLE WEBSITES Company Indexed Pages on Google Inbound Links Per Google URL References on Google Monthly Traffic Per Compete Amway 338,000 671 1,980,000 581,221 Shaklee 5,580 132 141,000 51,791 Avon 549,000 291 1,040,000 2,116,259 Scentsy 329 146 21,400 278,987 October23,2011 15 |PresentedbyWebSavvyMarketing
  16. 16. IS THERE A MARKETING CHAMPION PRESENT?   Organizations need a champion   The champion is not necessarily the lead, it is the main face of the organization the internet   Find the champion and you will find a lot out about the competitor simply by watching the champion’s online activities October23,2011 16 |PresentedbyWebSavvyMarketing ERP WordPress
  17. 17. DOES YOUR COMPETITOR USE USER-GENERATED CONTENT?   Blog posts – their posts or others   New apps and tools   Articles and white papers   Events – upcoming or past   Recommendations   Thank you’s and reviews   Promotions   Discounts or coupons   Videos or podcasts   Thoughts or comments October23,2011 17 |PresentedbyWebSavvyMarketing
  18. 18. JUST ASK GOOGLE GENERIC SEARCH FOR NAME October23,2011 18 |PresentedbyWebSavvyMarketing
  19. 19. JUST ASK GOOGLE SEARCH LINKS TO MAIN URL October23,2011 19 |PresentedbyWebSavvyMarketing
  20. 20. DON’T BE THAT GUY. SOCIAL MEDIA IS NOT FOR EVERYONE. October23,2011 20 |PresentedbyWebSavvyMarketing
  21. 21. DOES THE COMPETITOR USE SOCIAL MEDIA BEST PRACTICES?   Believes in social karma   Uses Friday Follow (#FF) Twitter and Twitter hashtags properly   Tweets or shares own content less often than other people’s content   Thanks people who RT’s content or post comments that are positive   Doesn't automatically post between Twitter and Facebook as it is both confusing   Utilizes a real company page (not profile) on Facebook   Has a vanity URL on Facebook   Has a custom welcome page on Facebook   Has fans (yes you read that correctly) October23,2011 21 |PresentedbyWebSavvyMarketing
  22. 22. DOES THE COMPETITOR USE SOCIAL MEDIA BEST PRACTICES?   Likes links and shares content on Facebook   Likes related pages on Facebook   Utilizes a real company page (not profile) on LinkedIn   Completes LinkedIn company profile by adding services and products   Uses a company logo and avatars correctly   Posts events to Facebook and LinkedIn   Understand that four tweets per day is okay, but four Facebook posts per day is not   Embrace competition on Twitter, Facebook, and LinkedIn   Never send sales pitches through Twitter DMs, LinkedIn email, and Facebook messages October23,2011 22 |PresentedbyWebSavvyMarketing
  23. 23. DOES THE COMPETITOR USE SOCIAL MEDIA BEST PRACTICES?   Encourage employees to use social media, but empower them with instruction, best practices, and tools   Never drops the f-bomb or uses profanity   Promptly takes responsibility of errors or mistakes   Understands the power of an RSS feed   Gets digital is more than words and that images and videos are great for generating buzz   Has social links readily available on website   Includes social media links in email signatures October23,2011 23 |PresentedbyWebSavvyMarketing
  24. 24. COMPARE SOCIAL MEDIA ACTIVITY OF THE COMPANIES October23,2011 24 |PresentedbyWebSavvyMarketing Company Facebook Fans Twitter Followers LinkedIn Followers Klout Score Amway 98,712 19,500 6,795 52 Shaklee 10,516 623 2,059 49 Avon 481,592 24,379 30,822 60 Scentsy 407,975 14,850 1,837 63
  25. 25. HIGH QUALITY FACEBOOK PAGE October23,2011 25 |PresentedbyWebSavvyMarketing Custom logo image Custom welcome tab Good use of Facebook apps There are actual fans List of page likes and customized view Wall is updated and comments moderated
  26. 26. AN OKAY TWITTER PAGE October23,2011 26 |PresentedbyWebSavvyMarketing Avatar (no egg) Full bio with hashtags and URL to website Good mix of following, followers, and listed by others Good use of Lists for to enhance search and Twitter karma Has strong and positive references and mentions
  27. 27. LINKEDIN COMPANY PAGE October23,2011 27 |PresentedbyWebSavvyMarketing
  28. 28. DOES YOUR COMPETITOR HAVE SOME SOCIAL KLOUT? October23,2011 28 |PresentedbyWebSavvyMarketing
  29. 29. DON’T DISMISS REVIEWS October23,2011 29 |PresentedbyWebSavvyMarketing
  30. 30. TRAFFIC SOURCES October23,2011 30 |PresentedbyWebSavvyMarketing
  31. 31. GRADERS October23,2011 31 |PresentedbyWebSavvyMarketing
  32. 32. “WHO IS” DATA October23,2011 32 |PresentedbyWebSavvyMarketing
  33. 33. RESOURCES October23,2011 33 |PresentedbyWebSavvyMarketing   Google Search   Google Alerts   Complete.com   Klout.com   Peerindex   SpyFu.com   Grader.com   SEOmoz Toolbar   Who.is   e-dns.org
  34. 34. CONNECT WITH ME ONLINE Linkedin.com/in/RebeccaGill Facebook.com/RebeccaGill Facebook.com/WebSavvyMarketing Twitter: @WebSavvyMrkting Google+: http://gplus.to/RebeccaGill October23,2011 34 |PresentedbyWebSavvyMarketing

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