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Introduction to Digital Marketing - Case Study - Social Media Optimization


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Introduction to Digital Marketing (Interactive Marketing). Case Study in digital marketing outlines President Obama's successful use of social media marketing to garner support. Tips on effective Social Media Optimization for companies, brands and individuals.

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Introduction to Digital Marketing - Case Study - Social Media Optimization

  1. 1. Digital/Interactive Marketing<br />
  2. 2. “Students who sat where you sit 75 years ago who overcame a Depression and won a world war; who fought for civil rights and put a man on the moon. Students who sat where you sit 20 years ago who founded Google, Twitter and Facebook and changed the way we communicate with each other.”President BarackObamaBack to School EventArlington, VirginiaSeptember 8, 2009<br />
  3. 3. “Were it not for the Internet, BarackObama would not be president. Were it not for the Internet, BarackObama would not have been the nominee,” - Arianna Huffington, editor in chief of The Huffington Post.<br />
  4. 4. Indeed Obama&apos;sdecision to run was influenced by the fact that a page created on MySpace by supporters not connected to any official campaign quickly signed up 160,000 supporters.<br />When Senator Obama announced his campaign, his internet site was already fully developed and ready to go - with a set of tools which allowed supporters to meet and organise as well as contribute money.<br />“The campaign’s official stuff they created for YouTube was watched for 14.5 million hours,”. “To buy 14.5 million hours on broadcast TV is $47 million.”<br />Obamaalso learnt lessons from the very successful Republican internet campaign that helped re-elect President Bush in 2004<br />The Republicans were able to mobilize their supporters through a combination of email lists and internet &apos;data mining&apos;.<br />They identified potential Republican supporters in every precinct around the country, using technology which predicts voter preferences on the basis of commercial data on car ownership, magazine subscriptions, etc.<br />They then sent their campaign volunteers detailed instructions on who to visit, including local maps of the area and walking routes, and issues that each potential voter was likely to be most concerned about.<br />
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  7. 7. Viral marketing<br />RSS advertising<br />Corporate web site<br />Microblogging (Twitter)<br />Widgets <br />Podcasts<br />Blogging <br /><ul><li>Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation. The definition of interactive marketing comes from John Deighton (1996) at Harvard, who says interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us. </li></ul>Webinars <br />Digital Public Relations<br />Search Engine Optimization(SEO)<br />Article marketing<br />Online communities/forums<br />Social Media Advertising<br />IM/Mobile SMS<br />Email marketing<br />Affiliate marketing<br />Social network participation<br />Video marketing<br />Branded microsites <br />Contextual advertising  <br />Social media monitoring & outreach<br />Pay Per Click<br />Social news / Bookmarking<br />Blogger relations<br />Online display ads <br />Advergames<br />
  8. 8. Internet- Myth Vs Reality<br />From a business perspective, it&apos;s tempting to think of the Internet as a magic bullet for increasing sales on any existing product or service. After all, if millions of people are online, then you must have a huge customer base. Then again, you may not.<br /><ul><li>There's no formula designed to ensure online business success. In fact, most online businesses succeed or fail by the same principles as offline businesses. The quality of the product or service is the most important of all, followed by your ability to forge and maintain excellent relationships with employees, business partners and customers to buy anything
  9. 9. Effective online marketing is a tricky business. It requires savvy search engine optimization, complicated online advertising models and sometimes even expensive offline commercials. The sad thing is that even if you can convince millions of people to visit your site, there's no guarantee that they're going to buy anything </li></li></ul><li>The question asked was, “What 3 digital marketing channels & tactics will you emphasize in 2009?”<br />Here are the top ten tactics selected:<br />Blogging (34%)<br />Microblogging (Twitter) (29%)<br />Search Engine Optimization (28%)<br />Social network participation (Facebook, LinkedIn) (26%)<br />Email marketing (17%)<br />Social media monitoring & outreach (17%)<br />Pay per click (14%)<br />Blogger relations (12%)<br />Video marketing (10%)<br />Social media advertising (7%)<br />
  10. 10. Search Engine Optimization (SEO)<br />What is SEO?<br /><ul><li>Search Engine Optimization is the science of customizing elements of your web site to achieve the best possible search engine ranking.
  11. 11. To get your site noticed, even by the crawlers, certain elements must stand out
  12. 12. Ideally you want your site to be displayed somewhere on the first three pages of results
  13. 13. Traffic translates to revenue, which is the ultimate goal of search engine optimization</li></li></ul><li>Global Search Market Draws More than 100 Billion Searches/ Month<br />
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  15. 15. SEO starts at the drawing board<br />Search Engine Optimization is not only about Google!<br />SEO is not a one – time activity<br />A few KPIs to measure SEO performance: <br />Traffic from branded keywords vs. non-branded keywords<br />Number of unique pages crawled<br />Number of pages yielding traffic<br />Number of visitors per keyword<br />Search Engine Optimization - Tips<br />
  16. 16. Pay Per Click<br />What is Pay Per Click?<br /><ul><li>You bid on specific keywords or keyword phrases relevant to your business
  17. 17. The bid impacts the position of your text ads on the search results pages of Search Engines
  18. 18. The ad appears when someone does a search on the chosen keywords or keyword phrases.
  19. 19. Using PPC, you receive targeted leads delivered to the site, for a fee.</li></li></ul><li>Pay Per Click – Contextual Targeting<br />What is Contextual Targeting?<br /><ul><li>You bid on specific keywords or keyword phrases
  20. 20. To place text ads on web pages
  21. 21. These web pages have content relevant and related to the specific keyword.
  22. 22. You expand your reach with contextual advertising. </li></li></ul><li>
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  24. 24. Web Analytics<br />How many and what did they do?<br />How did they find us?<br />Why Analytics?<br /><ul><li>Web analytics is the measurement, collection, analysis, and reporting of website data for understanding and optimizing usage
  25. 25. KPIs concern those measurements that make a difference to your business in relation to the web.
  26. 26. Identify and track KPIs with analytics
  27. 27. Use analytics for effective testing; see what changes generate the best responses.
  28. 28. Compare and contrast the data you gather with historical information; identify trends and variations in the results.</li></ul>Do you think they liked us? <br />Where on earth are they from?<br />
  29. 29. Social Media Marketing<br />Buzz Monitoring & Marketing<br /><ul><li>Social Networks
  30. 30. Forums
  31. 31. Blogs</li></ul>Rich Media Marketing <br /><ul><li>Product Demos
  32. 32. Virals (Seeding & Spread Management)
  33. 33. Videos</li></ul>Content Creation <br /><ul><li>Articles
  34. 34. Emails
  35. 35. Newsletters</li></ul>Web 2.0 Solutions<br /><ul><li>Portal Creation & Management
  36. 36. Web 2.0 Apps (Facebook & Open Social Apps, Mashups, Widgets)</li></li></ul><li>
  37. 37. facebook<br />General Growth<br />More than 250 million active users<br />More than 120 million users log on to Facebook at least once each day<br />More than two-thirds of Facebook users are outside of college<br />The fastest growing demographic is those 35 years old and older<br />User Engagement<br />Average user has 120 friends on the site<br />More than 5 billion minutes are spent on Facebook each day (worldwide)<br />More than 30 million users update their statuses at least once each day<br />More than 8 million users become fans of Pages each day<br />Applications<br />More than 1 billion photos uploaded to the site each month<br />More than 10 million videos uploaded each month<br />More than 1 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week<br />More than 2.5 million events created each month<br />More than 45 million active user groups exist on the site<br /> International Growth<br />More than 50 translations available on the site, with more than 40 in development<br />About 70% of Facebook users are outside the United States<br />Platform<br />More than one million developers and entrepreneurs from more than 180 countries<br />Every month, more than 70% of Facebook users engage with Platform applications<br />More than 350,000 active applications currently on Facebook Platform<br />More than 200 applications have more than one million monthly active users<br />More than 15,000 websites, devices and applications have implemented Facebook Connect since its general availability in December 2008<br />Mobile<br />There are more than 30 million active users currently accessing Facebook through their mobile devices.<br />People that use Facebook on their mobile devices are almost 50% more active on Facebook than non-mobile users.<br />There are more than 150 mobile operators in 50 countries working to deploy and promote Facebook mobile products<br />
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  39. 39. Facebook -Wordz<br />
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  41. 41. “Twankers” (people who use Twitter for one-way broadcasts about their own greatness) and <br />“Twidiots” (people who only tweet insignificant things like their latest press release or what they had for breakfast)<br />Twitter<br />
  42. 42. Focus on a few networks, not many. <br />Find people in allied fields, not just your own, to improve your social media optimization. Think referrals, not customers. <br />Provide real value to others. Telling people how they can earn money while they sleep, or “Lose Weight Fast!!!” is not valuable. <br />Commit to a social media optimization program for the long haul. It’s not enough to just use it a few times and be done with it. This is an ongoing process. <br />By starting a social media optimization program, you’ll accomplish two things: <br />1) You’ll become a thought leader in your chosen field, and <br />2) your expertise will lead to more and bigger clients or job opportunities.<br />Social Media Optimization - Tips<br />
  43. 43. Questions?<br />Get in touch..<br /><br /><br />+918032906375<br />+919900122880 <br />