Digital Marketing 101 Toolkit that covers the basics of Digital Planning, Social Media, Consumer Touch-points and a guide to using basic digital/social platforms like Facebook, Twitter, YouTube, Blogs, Web Analytics and Social Listening

1. Digital Marketing Toolkit

2. Where should we start?

3. What are your customer touch points online?
E-Newsletter
Podcast
Branded
content
Blog
E-Direct Mailer
Search
Forums
Mobile App
Microsites
Social
Banners
Platforms
Website

4. Digital Marketing Toolkit: Data & Statistics
• Asian Digital Marketing Yearbook 2011
ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital-
marketing-yearbook-2011
• Comscore State of the Internet South East Asia March 2011
ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/
State_of_the_Internet_Southeast_Asia
• Internet World Stats
ü http://www.internetworldstats.com/stats3.htm

5. Objectives: What do you want to achieve?
Awareness
Data
Sales
acquisition
Digital
Platform
Leads
Adoption
generation
Building
relationships

6. Call to Action: What do you want the target
audience to do?
Register for
Events
Find our
more about
our Contact our
Sales Team
products /
services
Download
Subscribe our
to our
marketing
newsletters
collaterals
Call to Action
Attend
Update Online
your profile
Training
Download Purchase
our Trial online

7. What does Digital encompass?
Web Design
(User Experience/Interface)
Online Advertising Search Engine
(Banners, Paid Search, Ad
networks, Content Targeting) Optimization (SEO)
Customer Relationship
Web Analytics
Management Digital
(Email Marketing)
Social Media Mobile
(Facebook, Twitter, YouTube) (Apps, coupons, QR codes, Augmented
Reality, Location Based Services)
Viral Marketing
(Blogs, Forum Seeding, Influencers)

8. The Consumer Purchase Funnel
Advertising (Online/Offline), Email
Awareness Marketing, Viral Marketing, Social
Media
Consideration Paid Search, SEO, Viral Marketing,
Mobile, Social Media
Preference Paid Search, SEO, Email Marketing, Viral
Marketing, Mobile, Social Media
Purchase Website (User Experience), Mobile, Web
Analytics
Retention CRM, Social Media
Advocacy CRM, Viral Marketing, Social Media

9. View on Social Media

10. Before you rush to jump onto the Social
Media bandwagon…

11. Commitment is key

12. Strategy before
tactics

13. Define a clear strategy
Strategic Raise brand awareness
Improve favorable perception of brand/product/service
Increase customer acquisition
Maintain customer loyalty
Create user advocacy
Research
Develop new insights
Develop viral opportunities
Create buzz on branded experience
Build incremental reach
Increase marketing ROI
Increase conversations about the brand
Drive qualified registrations
Support new product launch
Drive site traffic
Tactical Increase sales

14. Listen and understand the
conversations before engaging

15. Social Media is an “always on”
conversation

16. The Community Manager

17. Decide how you want to respond
Take reasonable
Message action to fix issue
and let customer
know action taken
Positive Negative
Yes Yes
No
Do you want Assess the Evaluate the Does customer need/
to respond? message purpose deserve more info?
Yes Yes No
No Unhappy Are the facts Gently correct the
Response Customer? correct? facts
No
Yes No Yes No
Can you add Dedicated Are the facts
value? Complainer? correct?
No Yes
Is the Yes Explain what is being
Respond in Thank the Comedian problem done to correct the
kind & share person Want-to-Be? being fixed? issue.
No
Yes
Let post stand and
monitor.

19. Be Authentic

21. Measure and Optimize

22. What are your Social Media Objectives?

23. Important Notes:
• Social Media is free. But Social Media Marketing is not
• Always on conversation
• Time, effort and resources required to plan, develop,
implement, monitor and optimize

24. Facebook
• Setting up a Facebook Page (not profile/group)
ü http://www.facebook.com/pages/create.php
• Who will be the Community Manager?
ü Editorial Calendar, Response matrix, Types of responses
• Facebook Insights
ü http://www.facebook.com/help/search/?q=insights
• Facebook Advertising
ü http://www.facebook.com/adsmarketing/
• Use the Features - Photos, Videos, Events, Polls,
• Facebook Advertising Policy & Promotion Guidelines
ü http://www.facebook.com/ad_guidelines.php
ü http://www.facebook.com/promotions_guidelines.php
• Contest, Tabs and Applications
ü http://www.wildfireapp.com

25. Let’s look at some Facebook Best Practices
• Post regular updates. • Ignore comments or questions
If possible, update your fans before the Always acknowledge the fans efforts
medias, or at least at the same time to engage
• Provide customer service • Use Facebook to broadcast the
Always reply in an individual manner same communications than
offline
• Answer question within less than 3 Communications should be adapted
to their medium, one size doesn’t fit
days
all
Or let users know you will be in touch with
an answer soon
• Fail to update your fans about
major activity that are reported
• Engage with fans
offline
Don’t only monologue

26. What do consumers participate?

27. Almost 80% of all Internet users have participated in some
form of online contest or sweepstake in the past year and
50% of them enter them at least once a month
Source: Jupiter Research

28. IKEA Facebook Showroom

29. Social Media Programs

30. IKEA Facebook Showroom
• http://www.youtube.com/watch?v=0TYy_3786bo

31. AXE Relationship Status
• http://www.youtube.com/watch?v=HO-wZcemIH8

32. 5 Elements of Successful Facebook Campaigns
• Consistency of message with the brand/product
• Requires collaboration with members of the community
ü People like to be part of something
ü Members who are involved will usually be generous in sharing
information with others within their network
• Encourage Conversations online and offline
ü Empower the community by engaging them in conversation
ü People who have knowledge can help create a level of connectivity
with other current and potential customers via WOM

33. 5 Elements of Successful Facebook Campaigns
• Engage your audience and make the campaign fun
ü Reason to participate – Offers, games, challenges, puzzles
ü Give them something to remember, share and talk about
• Create something permanent for post campaign
ü Campaigns are time sensitive – create something that can last
after the campaign finishes E.g. Youtube video, photo collage,
application
ü If your campaign messaging is consistent with brand/product, then
it has longevity

34. SEO vs Paid Search

35. SEO vs Paid Search
Paid Search SEO
Guarantee Listings No Guaranteed Listings
Immediate Results Site ranking can take weeks or months to
improve
Pay search engine for clicks No fees to search engine
Ability to customize ad copy and Ad copy often depending on page title
destination landing page and meta tags. Destination page
dependent on page relevancy

36. SEO: Onsite & Offsite
Page Coding Keywords
1. Code all web 1. Keyword Research
pages to conform Link Building
to best practices 2. Enrich site copy
of SEO. with keywords/ 1. Search Engine
Keyword Density Submissions
2. Enable search
engines to find 3. Inject keywords into 2. Directory Listings
and catalogue the page titles, meta
information in the description 3. Article contributions
web pages more
effectively
Optimal page rankings on

37. Digital Marketing Toolkit: Search Engines
• Difference between SEO and SEM
ü http://www.seotipss.com/difference-between-seo-and-sem/
• Social Media and SEO
ü http://www.seomoz.org/blog/the-social-media-marketers-seo-checklist
• Registering your website with search engines & directories
ü http://www.wordsinarow.com/search-engines.html
ü http://www.wordsinarow.com/wheretogo.html
• Google Adwords
ü Adwords.google.com
ü http://bit.ly/adwordsbeginnerguide
• Keyword Tool
ü http://bit.ly/keywordtoolgoogle
• Traffic estimator
ü http://bit.ly/trafficestimatorgoogle

39. Website Tracking with Google Analytics
• Setting up Google Analytics
ü http://www.google.com/analytics/discover_analytics.html
• Inserting the tracking code
ü http://bit.ly/kRp6bV
• What you can track
ü http://www.youtube.com/watch?v=_qfG2d9etvk

40. Website: Encouraging People to Share
• http://www.addthis.com/

41. Email Marketing
• Guide to Email Marketing
ü http://blog.kissmetrics.com/beginners-guide-email-marketing/
• Do’s and Do Not’s
ü http://bit.ly/emailmarketingdosdonts
• Campaign Monitor
ü http://www.campaignmonitor.com/

42. YouTube
• Setting up a YouTube account
ü http://www.youtube.com/watch?v=p_IZ6CAlxG8
• Uploading Youtube videos
ü http://bit.ly/youtubeuploadtips
• YouTube analytics
ü http://mashable.com/2011/04/20/youtube-new-partner-analytics/
• Customizing YouTube page
ü http://mashable.com/2009/08/02/customize-youtube-channel/

43. Twitter
• Setting up a Twitter account
ü http://www.twitip.com/how-to-set-up-a-twitter-account/
• Who to follow – How to get followers
ü http://www.searchenginejournal.com/how-to-get-twitter-followers/29960/
• Editorial calendar
ü http://www.ehow.com/how_7368194_make-twitter-editorial-calendar.html
• Monitoring, Scheduling and Tracking tweets
ü www.hootsuite.com
ü http://www.slideshare.net/hootsuite/hootsuite-infosheets-the-basics
• Using Hashtags
ü http://mashable.com/2009/05/17/twitter-hashtags/
• Customizing Twitter page
ü http://mashable.com/2009/05/23/twitter-backgrounds/

44. Blogs
• Setting up a Tumblr blog
ü http://www.tumblr.com/why-tumblr
ü http://www.makeuseof.com/tag/how-to-use-tumblr-to-easily-create-
a-rich-media-blog/
• Setting up a Posterous blog
ü https://posterous.com/
• Using blogs to power websites (e.g. Wordpress)
ü http://wordpress.lexty.com/
ü http://wpsitebuilding.com/

45. Blogger Marketing
• Engaging Bloggers and influencers
ü Identify appropriate network (e.g. Nuffnang) or individual influencers
ü Formats include advertorials, banners on blogs, inviting members to
events
ü Track visits/actions arising from activities
• Digital Seeding - Getting the word out
ü Build a list of high equity accounts within key local forums
ü Manage and maintain accounts and keep track of postings
ü Identify yourself – Brand rep or member of public
ü Follow up – Don’t post, shake and leave
ü Get patients to share their experiences
• Forum sponsorship
ü Consider sponsoring a sub-forum

46. Social Listening: Know what people are saying
about your brand
• Free tools
ü Google Alerts
§ http://www.google.com/alerts
ü Social Mention
§ http://www.socialmention.com/
ü Hootsuite (Monitor, track & schedule Twitter conversations)
§ http://hootsuite.com
ü List of free Social Media monitoring tools
§ http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-
monitoring-tools/
• Paid Tools
ü Radian6, Brandtology, Meltwater buzz

47. Questions?

48. Thank You!
Vincent Teo
intersphere@gmail.com
@intersphere (www.twitter.com/intersphere)
www.linkedin.com/in/vincentteo