Introduction to Digital Marketing 2015

1. Introduction to Digital Marketing
by Hrish Thota
Happiest Minds
dhempe@gmail.com

2. 2 © Happiest Minds – Confidential
Agenda
• Introduction of Hrish Thota
• Introduction & Purpose of Digital Marketing
• Twitter Marketing
• Email Marketing
• Content Marketing
• Search Engine Optimization
• Social CRM
• Reputation Management
• Web Analytics
• Future of Customer Engagement Online

3. 3 © Happiest Minds – Confidential
Introduction of Hrish Thota
• Senior Manager at Social Computing & Innovative Business
Solutions team at Happiest Minds
• Travel, Lifestyle and Technology Blogger at Dhempe.com
• Early adopter of Social Platforms – Blogs (2001), Facebook
(2007), Twitter (2008), FourSquare (2010)
• Social Media Maven
• Used Social Media to raise money for Charity in Twestivals

4. 4 © Happiest Minds – Confidential
Klout Score of Hrish Thota

5. 5 © Happiest Minds – Confidential
Campaigns by Hrish Thota

6. 6 © Happiest Minds – Confidential
Introduction of Digital Marketing
• Promotion of a brand’s products and services using Digital
Technologies
• Reaching out and communicating with your customers using
Digital Media like Internet, Email and Mobile
• Emphasis on marketing being relevant, personal and in a timely
manner
• What is the purpose of Digital marketing?
• Digital Marketing Video -
https://www.youtube.com/watch?v=unUhOPI5ZKc

7. 7 © Happiest Minds – Confidential
Purpose of Digital Marketing
• To generate brand awareness
• To create customer loyalty
• To create customer services
• To generate leads
• To drive sales
• In B2C companies, top objectives are Driving Sales, Improving
Awareness and only then Generating Leads.
• In B2B companies, top objective is Generating Leads and Driving
Sales. Improving Awareness is a far third
• Reliance Tweet A Tab video -
https://www.youtube.com/watch?v=N9stFl5bo64

8. 8 © Happiest Minds – Confidential
Tools for Analyzing Twitter Trending Activities
• Tweetbinder.com
• Hashtracking.com
• Twitalyzer.com
• TweetArchivist.com
• TweetReach.com
• Topsy.com
• Pepsi IPL Tweetup Video-
https://www.youtube.com/watch?v=KQRswjegXCk

9. 9 © Happiest Minds – Confidential
Case Study for Social Media Marketing (Twitter)
Tata Sky Twitter Campaign
Reach – Number of Unique users who could see hashtag
Impacts – Potential number of times users could see hashtag

10. 10 © Happiest Minds – Confidential
Tata Sky Twitter Campaign Case Study

11. 11 © Happiest Minds – Confidential
Tata Sky Twitter Campaign Case Study
Allen Solly video - https://www.youtube.com/watch?v=8eHt6CVUlLI

12. 12 © Happiest Minds – Confidential
Email Marketing
• Targets Key Decision Makers
• Helps in Segmentation, branding, deliverability
• Best channel to drive leads and revenue in B2C & B2B
• Content Dissemination over email
• Interesting Subject for Email is very important
• Engagement is measurable - how many opened, how many links
followed
• Examples: Exact Target, MailChimp

13. 13 © Happiest Minds – Confidential
Importance of Email Marketing in age of FB
• Ensures person receives the mail – not lost on their timeline
• Ensures you have the person’s contact details for future connect
• Ensures you are able to customize the content of the email
• Ensures you are able to track leads or sales
• Ensures there is a shareability factor when you have good
content

14. 14 © Happiest Minds – Confidential
Orange County Lifescapes / Counter Culture

15. 15 © Happiest Minds – Confidential
Content Marketing/ Online PR
• Importance of Landing Pages
• Importance of Inbound Traffic
• Importance of content created around keywords
• Importance of Lead Generation via content
• Get a unified customer view across various channels
• Online PR allows one-to-one communication with bloggers
• Online PR allows you to engage the community
• Online PR allows you to speak as a peer

16. 16 © Happiest Minds – Confidential
Blogs
• A blog is a type of website where people can share information,
stories ,experience in the form of posts (or entries) wherein
readers and visitors can subscribe to the blog so that they can
consume the content.
• Blogger is an individual who would like to express himself in the
area of expertise or interest and sharing it to the world via a
medium of blog.

17. 17 © Happiest Minds – Confidential
Black Dog Blogathon Objective
• Increase presence of Black Dog Easy Evenings on
Internet
• Increase content on Internet of world class events
• Increase content on popular keywords selected by
Google Adwords
• Leverage honest feedback from bloggers
• Create personal connect with bloggers
• Reach out to bloggers having more than 20,000
readers a month
Total Blog posts
860
Average
Viewership
700-800
Total Reach
6 Lakhs Reach

18. 18 © Happiest Minds – Confidential
Highlights of the Blogathon
• 30 lifestyle bloggers from across India with
maximum reach
• 30 blog posts in 30days
• SMS/Email reminders
• Bloggers were gratified with gadgets
• Top 10 bloggers selected for 2nd stage
• Instagram contest amongst Top 10 bloggers
• Twestival Video -
https://www.youtube.com/watch?v=N7DGhQT9Lt8

19. 19 © Happiest Minds – Confidential
SEO and Link Building
• Make your site rank high on search engines for your keywords
• SEO – organic search
• SEM – Paid Search Engine Marketing (PPC)
• Relevant link building
• Pay Per Click SEO
• Google Page Rank
• Helps in Social Media Marketing too

20. 20 © Happiest Minds – Confidential
Best practices for SEO and Link Building
• Try Local SEO when you want to target local
• Don’t focus only on Meta Keywords
• Traffic coming from mobile devices
• Relevancy needs to be built, not keyword density
• Meta Description is still very important
• Important to have good URL, Title and Keywords in content
• Visual content like Photos & Videos important

21. 21 © Happiest Minds – Confidential
Link Building
• Linking from 1 popular site ranks more than links from 10 lesser
popular sites
• Link should contain the keywords not the name of the company
or the site
• Use more detailed & long keywords rather than very short ones
• Use different pages on the site for different keywords
• Google Adwords Keyword Planner is useful for research
• Social Links like Likes, Shares, +1s, Tweet is very important
• Google Plus going to play a main role

22. 22 © Happiest Minds – Confidential
Social CRM tools and Social Customer Service
• Identify inquiries
• Identify leads generated
• Identify complaints
• Some useful tools - airwoot, muHive and conversocial

23. 23 © Happiest Minds – Confidential
Reputation Management
• Important for a brand to have a clean image
• Tweet out a complaint and you are sure to receive a reply
• #CCDSucks issue
• Tweeting to @shopclues solved the issue ; @cleartrip incident
• Important to listen to your mentions and keywords to track
competition

24. 24 © Happiest Minds – Confidential
Web Analytics
• Measure reach of posts done via Digital Marketing
• Measure engagement with posts done via Digital Marketing
• Measure best time and date for posts and strategize again
• Do sentiment and buzz analysis
• Identify the true influencer who is brand advocate
• Google Analytics - a must have for every site
• IPL Great Catch Video - https://www.youtube.com/watch?v=r1N-
juMszEM
• Engagement Junction Video -
https://www.youtube.com/watch?v=n1qoALXQPOs

25. 25 © Happiest Minds – Confidential
Engagement Junction from Happiest Minds

26. Thank you!