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Digital Prerequisites for Social Media Strategies


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These slides cover the important factors that marketers must consider before planning and executing a social media marketing strategy. The slides accompany the text Social Media & Mobile Marketing Strategy from Oxford University Press. These social media teaching resources help faculty teach courses in digital marketing and media.

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Digital Prerequisites for Social Media Strategies

  1. 1. Digital Prerequisites Chapter Seven
  2. 2. What are the elements of Digital Marketing?
  3. 3. Digital Marketing • Web site and blog • Paid Media (display) • Search Engine Marketing – Paid Search – Search Engine Optimization • Email Marketing • Social Media • Mobile Marketing • Traditional Media
  4. 4. Digital Marketing
  5. 5. What are the Prerequisites? • A strong product/service offering • A mechanism to address customer concerns – First line of defense – Empowered employees • A meaningful brand that stands for something clear in the minds of consumers (positioning) • Knowledge of customers • A website that drives desired actions
  6. 6. Search Marketing • Organic Search • Paid Search – SEM Video  Previously SEM was an umbrella term for both SEO (search engine optimization) and paid search  NOW SEM refers to ONLY paid search  Other terms to refer to SEM:  Paid search ads  Paid search advertising  PPC (pay-per-click)  PPC (pay-per-call) – some ads, particularly those served to mobile search users, may be charged by the number of clicks that resulted in a direct call from a smartphone  CPC (cost-per-click)  CPM (cost-per-thousand impressions)  Most search ads are sold on a CPC / PPC basis, but some advertising options may also be sold on a CPM basis
  7. 7. Click Through • Organic beats paid search in desktop, but how about mobile? • What would you expect from mobile searches? • Would more people click on paid or organic results?
  8. 8. Paid Search Google AdWords • How AdWords Works Video • Trends – More Product Listing ads – even for mobile – Google Shopping ads all over the place – Local inventory ads (gives nearest store) – Natural language search 20 percent of searches in the Google mobile app in the US are done by voice – Machine Learning
  9. 9. Search Engine Statistics According to Net Market Share (as of April 2017) the global marketing share percentage, in terms of the use of Search Engines heavily favours Google, with over 77%. Last year we saw a 67% market share for Google, so Google has taken another 10% of the market from its rivals in just the past 12 months.
  10. 10. Search Engine Optimization • SEO Fred Update Video – Penguin for spammers – Panda for low quality content – Hummingbird for knowledge-based search – Pigeon to improve local search – Google Core update to reduce old content – Mobile friendly update – Possum ensures that local results vary more depending on the searcher’s location: the closer you are to a business’s address, the more likely you are to see it among local results. – The latest of Google’s confirmed updates, Fred targets websites that violate Google’s webmaster guidelines. Affects blogs with low-quality posts that appear to be created mostly for the purpose of generating ad revenue.
  11. 11. Volumes of Searches
  12. 12. Mobile Search A recent report from Hitwise argues that in the US mobile search is roughly 58 percent of overall search query volume. That’s based on an average of 11 key categories and associated queries. The company “examined hundreds of millions of online search queries” across PCs, smartphones and tablets between April 10 and May 7, 2016.
  13. 13. Search Engine Optimization
  14. 14. SEO Tips 2017 • This Video gives some tips for boosting SEO success.
  15. 15. Paid vs. Organic • The presence of paid ads reduces click through on organic ads. • Only 17% of results pages have no rich info (maps, product listings or other info). • 68% of desktop clicks are on results 1-5 and 71% on the first page of results. • If the brand comes up in paid search might you be more likely to click on the organic link? • Direct and Indirect Ranking Factors Video
  16. 16. – Click through rates for branded key words are higher than non branded • 30% for the first position, 12% in the third position – Click through rate for long tail key terms (4 or more) are 3-5% higher – Highest CTR for informational search followed by specific intent (a combination of commercial, location and informational words) Click Through Rates
  17. 17. Google Adwords • Google Key Word Planner • Google Trends • Open Site Explorer
  18. 18. Google Keyword Planner
  19. 19. Open Site Explorer
  20. 20. Mobile SEO • Local listings optimization • Apple and Google Maps • Voice search (e.g., Siri) • Mobile web presence • Local listings optimization • Google is still using desktop for indexing. Expected to move to mobile first in 2018
  21. 21. Google Webmaster Tools Test my Mobile Speed Mobile Site Compatibility Test Google Search Console
  22. 22. Email Marketing Resurgence • Strong ROI • 89% of marketers say they use email marketing for lead generation • It’s a CRM tool, measurable, testable and customizable, permission based • Opt in
  23. 23. Mobile Email
  24. 24. Do Don’t Integrate Email with Brand Strategy Buy Third Party Lists to Avoid Opt-In Maintain a Strong Targeted List Hide the Subscriber Box to Force Permission Encourage Unsubscribers to Stay at a Reduced Commitment Prevent Unsubscribing Maintain Contact Send Undesired Emails Examine Appropriate Analytics Maintain a Strategy that Doesn’t Work 1. Number How many emails were sent? 2. Bounce Rate What percentage of the emails came back undeliverable by the server? 3. Open Rate What percentage of emails was opened by the customers? 4. Conversion What percentage of customers purchased based on the email? 5. Net Revenue How much on average does the marketer earn per conversion?
  25. 25. For example, an email list for a local restaurant, Bellagio Pizza consists of 200k addresses. The restaurant sends 4 versions of an email message to customers who have opted-in to receive menu information and meal deals. On Tuesdays Bellagio sends a lunch special at 11:00 AM to encourage a visit to the restaurant. The meal deal is for a $4.99 lunch with a personal pan pizza, small salad and a beverage. It costs Bellagio $1.50 to provide the meal. The bounce rate is 1%, the open rate is 20% and 5% of those who view an email come to the restaurant and ask for the meal deal (with code to identify the email). What is the ROI for this email campaign? Bellagio Pizza
  26. 26. WEB SITES AND WEB USE CASES End of Digital Marketing Presentation
  27. 27. Web Use Cases • Describes an interaction between an external actor and a system, documenting how the system will perform. – Business purpose – User interface – Technical requirements – Task to be optimized • Depends on the goal directed behavior of users.
  28. 28. Design a use case for a person standing at Gold and Spruce to find a hip bar to have a beer. The person has an Android smart phone.
  29. 29. Mobile First Design 1. Content Inventory — This is a spreadsheet containing all the elements you want to include. 2. Visual Hierarchy — Determine how to display the most important elements prominently. 3. Design with the smallest breakpoints and then scale up — Build the mobile wireframe first, then use that as the model for larger breakpoints. 4. Enlarge touch targets — Fingers are much wider than pixel-precise mouse cursors, and so need larger elements on which to tap. 5. Don’t count on hovers — It almost goes without saying, but designers often rely on hover and mouseover effects in their interactive work. There is no hover control for fingertips yet. 6. Think “app” — Mobile users are accustomed to motion and a modicum of control in their experience. Elements on the screen with which users can interact without refreshing the page. 7. Avoid large graphics — Landscape photos and complex graphics don’t display well. 8. Test it in a real device — Nothing beats discovering for yourself how usable a website is (or isn’t). Step away from your desktop/laptop computer and load up your product on a real phone or tablet. Tap through pages. Is the site easy to navigate? Does it load in a timely fashion? Are the text and graphics easy to read?
  30. 30. Responsive website design is Google’s recommended way to tackle mobile-friendly sites and, as such, is the approach you should take unless you have very strong reasons not to.
  31. 31. How to Design Sites • Responsive Design • Creates a website that can be viewed on multiple screen sizes • The experience for the user is similar across devices • Adaptive Design • Creates different sites for different devices and screen sizes • Optimizes the experience for each device Responsive vs. Adaptive Design
  32. 32. Evaluate your Mobile Use case • What does JetBlue do? Responsive or Adaptive design? How can you tell? • Look at a mobile site. Is it adaptive or responsive? • What is Jetblue’s use case online vs. app?
  33. 33. Web Design 1. Analyze Site Metrics Look at number of users, bounce rate (measure of those who leave the site), conversion rate and search engine key words. 2. Set Clear Goals Build awareness, generate traffic, drive users to particular pages, obtain email addresses, revenue generation. 3. Retain Key Revenue Generating Site Elements Determine where the sales are generated and maintain the elements of the site that contribute to income. 4. Examine Competitive Sites and Benchmarks Review what competitors do well and where you might find an opportunity to improve on industry strategies. 5. Leverage a Unique Selling Proposition Use your website to build a competitive advantage 6. Present Personas of Customers on your Site Allow prospects to get a sense of whether the site matches their lifestyle and personality 7. Optimize the Site Use SEO strategies to rank high in searches 8. Include Calls to Action Give clear instructions to consumers on how to navigate toward revenue generators 9. Plan an Ongoing Content Strategy Consider the content to provide customers and when to deliver. 10. Use Buttons and Tabs to Connect to Social Media Add a blog, RSS feed and social media buttons to the site for connecting.