The document outlines the '7 Pillars of Digital Strategy,' providing a marketing framework for improving web presence and conversion rates through web design, search engine optimization, online advertising, CRM, social media, mobile strategy, and web analytics. It highlights the interconnectedness of these pillars and includes case studies and strategies for successful implementation. Blueliner Marketing, a digital agency, is presented as the source of this framework, offering insights and data-driven recommendations for optimizing digital marketing efforts.

1. 7 Pillars of Digital Strategy
TM
* An ROI-Driven Marketing Framework
* Standards & Best Practices
Presented by:
Arman Rousta
Chief Executive Officer October 2010
Blueliner Marketing * Original in 2004

2. Table of Contents
About Blueliner
7 Pillars Overview
TM
7 Pillars in Action
TM
Questions & Answers
Upcoming Webinars
Appendix
Case Studies
7 Pillars Vendors

3. Interactive Marketing Clients
Blueliner is a reputable digital marketing agency based in New York, with
presence in Asia, Latin America and Europe. We have built successful
social, mobile and search campaigns for hundreds of clients, including:
California Closets (Lifestyle) Medical Hair Restoration (Medical)
Completely Bare (Beauty) Manhattan Orthopaedic Care (Medical)
IZOD Men’s Fragrance (Beauty) Russia Today (Media)
Bogner (Fashion) SogoTrade (Finance)
Allied Home Mortgage (Real Estate) Icebreaker (Fashion)
New York Video School (Education) Lufthansa (Travel)
401kid (Finance) Chaa Creek Resort (Travel)
CMS Forex (Finance) Celect.org (Social Media)
Guardian Water & Power (Energy) Bid on the City (Real Estate)
Morningside Translations (Translations) Red Clay Media (Marketing)

4. The 7 Pillars of Digital Strategy
Pillar 1. Web Design (UX, IA, Branding)
Pillar 2. Search Engine Optimization
SEM
Pillar 3. Online Advertising (PPC, CPM, CPA)
Pillar 4. CRM (Relationship, Email Marketing)
Pillar 5. Social Media
Pillar 6. Mobile
Pillar 7. Web Analytics

5. What Makes A Good Website?
P1. Web Design (UX, IA, Branding)
• Usability (clarity, simplicity, speed)
• Satisfying User Experience (UX)
• Organized Site Navigation
• Cohesive and Appealing Design
• Quality Content and Offerings
• Interactivity – User Engagement

6. P1. Web Design (UX, IA, Branding)

7. P1. Web Design (UX, IA, Branding)
• Project Planning & Execution
• Defining the website’s purpose and vision
• Establishing a reasonable budget (build + maintain)
• Hiring the right team
• Picking a good CMS
• QA process (Use Jing or similar service)
• Adding Interactive Elements (Social, Blogs, Polls)
• Marketing Basics: Analytics, SEO, CRM (Email)
Key Questions: Web Analytics & CRM
How long do people stay on your site?
How often do they return?
What do they do on the site (transact, interact)?

8. Poll # 1
Does your website CMS offer an easy way to
update all website meta data?
• Yes
• No
• Unsure

9. P2 + P3. SEM/SEO Overview
• Search Engine Marketing is the set of internet marketing
strategies that are designed to promote a website’s visibility on
search engines and increase web traffic.
• SEM includes:
• Search Engine Optimization (SEO)
• Paid Inclusion
• Pay Per Click (PPC)
• SEO concentrates on the natural (organic) ranking and
relevancy of content in Search Engine Results Pages (SERPs)
• SEO is one of the most cost-effective methods for
acquiring web visitors. Millions of consumers are
researching products and services, and generally trust
organic search results more than sponsored ads.

10. SEM Examples and Statistics
• 93% of all Internet traffic is generated from search engines
• Top 10 organic positions receive 78% more traffic than those in positions 11-30
• 97% of them never look beyond the top three results
• 76.7% of Google users use the natural search links (organic, unpaid listings)
*Source: Forrester Research, 2006

11. SEO Methodology (Keyword Selection)
• 5-Tier Keyword (KW) Priority System
• Search Volume
• Competitiveness – Layering and Latency
• Relevancy
• Maintenance of good positions
• Pay Per Click conversion data
• Long-Tail opportunities
• Geo-Targeting opportunities
• Honing in on Top 25-50 Keywords
• Setup SEO Rankings for Top 50-100 KWs

12. SEO Methodology (On-Page Strategy)
• Technical site check-up and modifications
• Infusing Meta Data with Top 25-50 Keywords
across 1st level (key) website pages
• Utilizing Next 25-50 Keywords in Meta Data
and content across 2nd level website pages
• Page footer development
• Location specific pages (geo-targeting)
• Quarterly refresh of Meta Data

13. SEO Methodology (Off-Page Strategy)
• Link Building
• Free Links (# and quality of links achieved)
• Paid Links (# and quality of links achieved)
• Other Off-Page Strategies Include
• Social Media
• PR (Interactive and Traditional)
• Web Design & Development

14. SEO – Advanced Options
 Deeper Competitive Analysis
 More Competitors (beyond standard 3, Deeper
source information (Organic vs. Paid traffic)
 Deeper SEO Rankings on other KWs (long tail)
 Expansion of SEO Services
 Cover more keywords and web pages
 Deeper local search geo-targeting
 Expand link building budget
 Optimize blog entries
 Deeper Web Analytics Reporting
 Increase reporting frequency (monthly vs. weekly)
 User behavior and multivariate analytics
 Enable keyword and SE source data reporting

15. P2. SEO: Budgeting & Expectations
Blueliner offers levels of SEO service, which impact the # of keywords and traffic targeted.

16. SEO + Other Pillars (Analytics, Social)
Some Pillars work together, almost inseparably. They are all connected to one another.

17. SEO + Other Pillars (Social)
Content Distribution via Search & Social
• Podcast & Blog Marketing – Identify 1,000+ web properties, including
blogs, for distribution. Linking content to various social networks and other
relevant blogs.
• Link Building – Guiding a link building strategy, that correlates closely
with existing PR/IR tactics, with the goal of acquiring links from high
PageRank sites, containing the targeted anchor text.
• RSS/Feed Content Distribution - building the database.
• CGM/UGC (User Generated Content) – discussion boards, chat rooms,
ezines, etc. and reputation management.
• Social Media Tagging – Bookmarking and talkbacks such as digg,
stumbleupon and technorati.

18. SEO + Other Pillars (Web Design)
When designing a website, SEO considerations come up throughout the process.
• SEO Strategy – Identify and prioritize 50+ relevant, high-volume
keywords; rearchitect website(s) and marketing messaging around
these keywords.
• Web 2.0 Website Revamp (Specs) – Fusing technical, marketing
and creative strategy to implement an SEO and visually appealing
website user interface.
• Site Architecture – XML Sitemaps, PageRank distribution, and
overall website layouts, that are user-friendly and search engine
friendly.
• Blog Design & Development – Regular blog positing of dynamic
content on the site.

19. Search Engine Rankings
• MONTHLY ANALYSIS ON
THE PORTFOLIO OF TOP
KEYWORD TARGETS
EXPLAINS TRAFFIC
FLUCTATIONS.
• SEO STRATEGY IS RE-
CALIBRATED MONTHLY
UPON REVIEW OF SE
POSITIONS, TO ALIGN
WITH OPPORTUNITIES
AND CLIENT GOALS.

20. SEO Results – Case 1
THE PROOF IS IN THE (SEARCH) PUDDING
Blueliner has optimized websites for hundreds of clients in various
industries and achieved TOP RESULTS in the major search engines.
See SERP below.
“Mortgage lists”
6,000 searches per month!
1st page of Google, 3rd listing

21. SEO Results – Case 2
ANOTHER CLIENT BENEFITS FROM TOP SEARCH ENGINE RANKINGS
No matter if it’s B2B or B2C, the 7 Pillars methodology works to
achieve top ORGANIC positions for relevant keywords in the major
search engines. See SERP below.
“Laser hair removal new york”
15,000 searches per month!
1st page of Google, 4th listing

22. SEO Tools that We Like
Why We Like It Cost
Simple way to see what Basic: Free
KWs competitors are
bidding on + SEO rankings. Premium: $139/mo+
Good competitive Basic: Free
intelligence tool. Excellent
interface and search data. Premium: $199/mo+
The top competitive Volume-based
intelligence tool; but most
expensive too. $500/mo+
Identify and solve basic site Free
technical issues.
Comprehensive overview of Basic: Free
SEO performance.
Premium: N/A
Oldest and most thorough $199/yr+ for license
SEO Rankings tool.

23. Online Advertising
• PPC (Pay per Click)
• Google Adwords
• BING/Yahoo
• Facebook
• Soon to be Everywhere
• CPA (Affiliate Marketing / Performance)
• CPM (Ad Networks)
• Better for Branding
• Increased use of Video

24. Online Advertising: Targeting Users
ACTIVE BACHELOR SINGLE DAD EXECUTIVE RETIRED
Client X Patient DNA snapshot <Gerald Smith>
• <39 Year-Old>/<Single>/<Male>/<lives alone>/<Orlando, FL>
• <IT Programmer>/<earning $65,000/yr>
• Referred By:<a friend>, <John Templeton>, who found Client X
through <PPC/Google/Keyword=“hair loss restoration florida”>
• Interests:<Golf, Dating, Travel>/DNA Segments:<Active, Bachelor>
• Satisfaction Rating:<4/5>/Refers:<4 Leads/0 Sales>/Email:<5/10>

25. Poll # 2
Do you have a mobile version of your website?
• Yes
• No
• Under development

26. P4. CRM (Customer Relationship Mgmt.)
• The importance of CRM
• Sugar CRM
• Salesforce.com
• ACT, Goldmine
• Custom
• Lead Nurturing & Segmentation
• Email Marketing (EMS)
• Mailchimp
• Exact Target
• Cooler Email

27. P5. Social Media
Industry sites, blogs
and discussion boards
Micro-blogging
service Twitter
Biggest social
network Facebook
Photo sharing
network Flickr
Video sharing
website YouTube

28. P5. Social Media: Case Study
What we like about it:
• Intelligent Facebook Integration
• User engagement (reviews)
• Special offers widgets (flight deals)
• Promotion of other family of sites

29. P6. Mobile Strategy
• Nearly 10% of website traffic is now coming from mobile;
we expect that to be over 20% within two years.
• The canvas is smaller; KISS principle
• Test your mobile site on all popular devices and browsers
• Mobile Apps vs. (Mobile) “M Sites”

30. Mobile Usage
• 77.4 million mobile web users
• 1.5 trillion text messages in 2009 (5 billion/day)
• 24.2 billion MMS messages in the last half of ‘09 (250% growth compared to last half of ‘08)
• Hispanic and African American audiences lead in mobile data usage*
*Recent Pew Internet & American Life Foundation study.

31. Platforms and Devices
• 19% of mobile phones sold in 2010 are smartphones
• 54.7 million smartphones shipped globally in the first quarter, up 56.7% from the year-ago
quarter
• Projected to grow to 25% by 2013*
*ABI Research

32. Mobile Marketing Landscape
SMS, Display, Search still dominate spending

33. Utility
• Email
• Search
• Task-Oriented Apps
• Maps
• Communication

34. Coupons and Discounts
Mobile Coupons will continue to grow rapidly
• Can deliver to nearly all mobile phones
• In demand from consumers
• Trackable, measurable
From PromotionalCodes.org.uk

35. Poll # 3
Do you have FBO (Facebook Open Graph)
installed on your website (Like button, etc)?
• Yes
• No
• Unsure

36. P7. Web Analytics
ANALYTICS ARE CRITICAL FOR MAXIMIZING UTILITY AND WEBSITE CONVERSION RATES.

37. P7. Web Analytics – A/B Testing
OPTION 1: /home
Flash Banner: YES
Form on
Home Pg: YES

38. P7. Web Analytics – A/B Testing
OPTION 2: /home2
Flash Banner: NO
Form on
Home Pg: YES

39. Web Analytics – A/B Testing
OPTION 3: /index
Flash Banner: NO
Form on
Home Pg: NO

40. Web Analytics – A/B Testing
OPTION 4: /index2
Flash Banner: YES
Form on
Home Pg: NO

41. Web Analytics – A/B Testing
Results
Tip: Use Google Web Optimizer to Run A/B Tests!

42. Questions &
Answers

43. The 7 Pillars of Digital Strategy
Pillar 1. Web Design (UX, IA, Branding)
Pillar 2. Search Engine Optimization
SEM
Pillar 3. Online Advertising (PPC, CPM, CPA)
Pillar 4. CRM (Relationship, Email Marketing)
Pillar 5. Social Media
Pillar 6. Mobile
Pillar 7. Web Analytics

44. Thank you for your participation! For questions
or comments about this presentation, contact:
Arman Rousta
Chief Executive Officer
arman@bluelinerNY.com
212.904.1240 office
55 Broad Street, 17th Floor
New York, NY 10004
www.bluelinerny.com