This document provides an overview of digital marketing strategies and tactics. It discusses developing an integrated strategy using various digital marketing components like search engine optimization, social media, online communities, and ads. It then covers topics like developing a website, conducting research, creating landing pages, measuring analytics, and optimizing campaigns. The goal is to attract, engage, and convert visitors into customers through an ongoing process of digital brand building and marketing.

1. Digital Marketing Optimizer
Gita Pramestyani
@pramestyani
/pramestyani
pramestyani.wordpress.com

2. Integrated Media

3. Component Strategy
Search Engine
media to attrack customer from
organic search
DIGITAL MARKETING
Social media(Twitter,
Facebook, LinkedIn,
Youtube, Blog)
media to spread content and do
engagement
Online community
media to create word of mouth
and do engagement
Ads
ways to do promotion, could be
on search engine, social
media,etc.

4. Digital Integrated Strategy
Website
Social media(Twitter, Facebook,
LinkedIn, Youtube, Blog)
Search Engine
Online community
Another website, portal
Ads

6. What is a Website

7. Why must have a website

9. When

10. Who
Target Audience
Owner

11. Where to host a website

12. How
• Research
• Development
• Maintenance
• Measurement

13. Research
Digital Presences in
- Search engine
- Social media
Tools
• Google Insight
• Google Trends
• Google Keywords

14. Development
• Structure/ Information Architecture
• Wireframe
• Design/ UX – user experience
• Content

15. Maintenance
• Content strategy
• SEO
• SMO

16. Measurement
For Improvement
Tools
• Google Analytics
• Google Webmaster

17. Online Marketing Ecosystem

19. Online Brand Building
Continuous
Process

20. Attract

21. Measure
Measure
Web Analytics

22. Engage
Convenience
Content
Attracting customer is only the first step in building online brands.
Brand then need to engange customers to obtain their interest and participation

23. Conversion :
First time visitor
Regular Visitor
Browser(visitor)
Buyer

24. Learn
• Learn about
customers
(demographic,
behaviour,etc)
• Learn from result of
measurement
customer data/insight

25. Relate
By leveraging multidimensional data
gathered from visitor activity on
website, brand can create value by
providing a personalised online
experience
This way can create a customer base that
would spend more time and money at
website.
Customization and good Customer Care
help to switch barries and encourage
customer to return and repeat cycle

26. Digital Marketing Model
Define business
goals & target
audiences
Define/ refine
internet marketing
strategy
Implement
Trough website,
SMO, Ads, SEO
Measure
existing Internet
presence and
programs or Result

27. Digital Marketing Model
-Example-
• Awareness
• Sales Business Goal :
• Teenager
• Career women /men / SES A/ SES B/ SES C
• Kids
Target
Market/audience :
• Targets aware with brand, 1000 visitor/day
• Online selling up to 40items/day KPI
• Mapping target audience community
• Build product/ corporate/community/e-commerce site
Strategy &
Implementation
• Number of visit, number of product selling, returning
visitor, survey for brand awareness Measure

28. RESEARCH

29. Google Insight

30. Google Trends

31. Google Keywords

32. Google Keywords

33. Google Keywords

34. DEVELOPMENT

35. Who’s our Target Audience?

36. Objective

37. Structure/ Information Architecture

38. SiteMap

39. Wireframe

40. Wireframe

41. Design/ UX-User Experience

43. Content

44. MEASUREMENT

45. What is Web Analytics?
Web analytics is not
just a tool for
measuring website
traffic but can be used
as a tool for business
research and market
research.

46. On server

47. Third Party
www.google.com/analytics

48. Google Analytics advantages
• Free
• Sufficiant possibilities for most companies
• Easy to implement
• Easy to use
• Easy to understand

49. 1. Google Analytics Dashboard
• Add / remove
elements
• Personalized
• In any an important data for you,
just “Add to Dashboard”

50. 2. Comparing Date Range

51. 3. Deep Geographic Data

53. 4. Email Report
• XML
• PDF
• CSV
• TSV
• Send now
• Schedule

54. 5. Navigation Summary

55. 6. Site Overlay

56. 7. Bounce Rate

57. 8. Keyword Source

58. 9. Referring Sites

59. 10. Browser Capabilities

60. 11. Connection Speed

61. 12. Visitor Loyalty

62. 13. Top Content

63. 14. Top Exit Pages

64. 15. Network Location

65. 16. Seluler

66. Google Webmaster

67. Online Lead Generation

68. Build Lead Generation
Generate Leads
Engage current customers to increase statisfaction
and loyalty
Drive word of mouth about existing products and
services
Build relationships with influencers/ advocates
Listen for insight from conversation

69. Customer digital activity
Generate Lead
• Objective
– Grab customer data for CRM (Customer Relationship
Management)
• Target audience
– Customer in social media
• KPI
– 1000 data in a month
• Strategy (alternative 1)
– Buzz information through social media
– Bring customer to targeted landing page
• Measure
– Convert lead into real customer

70. Lead convert to Sales

71. Generate more Lead

72. Attract Visitor

73. Building Landing Page
Visitor Landing Page
Customer get
what they need
Conversion

74. Social Proof

75. Social Spread
• Mention @company/brand
• Offering copywriting
• Link to landing page
“Bunda, ingin mendapatkan paket produk dari @prominaID? Ayo
bergabung dengan Bunda2 lainnya http://t.co/idogk”

76. Landing page

77. Landing page

78. Say Thank You

79. Social Media Sharing
SOYJOY Remind Me | I just make
personal reminder in the future!
 Post to social media

80. Auto Response Email

81. Social Media Optimization
Let people
know
SMO for
website
Spread
marketing
and
visibility
Search
Engine
Ranking
Traffic
Engage the
visitors
Conversion
Ratio

82. Let people know
Official Twitter Account
(Brand online presence)

83. Spread marketing and visibility
Using influencer
Link building
Spread conversation,
more visibility

84. Search Engine Ranking
First rank for Facebook
Fan page (brand online
presence )
First pages in Google
Search result for website

85. Traffic
Twitter's link
shortening
service

86. Conversion Ratio
Example : Buzzer effectiveness

87. Conversion Ratio

88. Conversion Ratio

89. Conversion Ratio
In Google Analytics – Goal feature –

90. Conversion Ratio
Step page

91. Convertion Ratio
-Example-
Result

92. Convertion Ratio
-Example-
• Menganalisa hasil pencatatan google analytics untuk goal conversion
8.54% = 77 x 100% = jumlah goal yang tercapai hari itu
902 jumlah seluruh kunjungan di hari itu
0.38% = 77 x 100% = jumlah seluruh goal yang tercapai
20.361 jumlah seluruh kunjungan

93. Convertion Ratio
-Example- Reverse Goal Path
Mengetahui behavior visitor ketika berinteraksi di
website

94. Convertion Ratio
-Example- Funnel Visualisation
User experience insight

95. Convertion Ratio
Goal - conditions for use-
• Visitor buys an item from your website.
• Visitor clicks on an affiliate link to a product
on another site.
• Visitor subscribes to your newsletter
(subscription link).
• Visitor downloads a free report from your
site.
• Visitor clicks on a link to your social profiles.

96. Engage the Visitors

97. Engage the Visitors

98. Engage the Visitors

99. Engage the Visitors
Customer/ visitor insight, data to
learn how to engage more

100. Engage the Visitors
Contain backlink to
website

101. Engage the Visitors
Website Traffic

102. SMO Activities
-Learn-
• After knowing the result of SMO
activities, next step is learning,
what we had do, and what to do
next.
• After SMO activities, we create
number number of fans & visitor
 customer base
• With customer base, create
strategy to impact our business
 do action

103. Search Engine Optimization Plan
Target
Keywords
SEO
Plan
Submit
Webpages
Report
Rankings
Optimize
Websites
Analyze
Conversions

104. Target Keyword

105. Target Keyword

106. Submit Webpages

107. Report Ranking

108. Report Ranking
Website berada di posisi pertama di tengah 26.400.000 hasil pencarian, tingkat
persaingan cukup tinggi

109. Analyze Conversion
Konten dapat di optimalkan lagi, karena dari 1300 impression, baru
menghasilkan 400 klik

110. Optimize Website
• Engagement and user experience
quality, by :
– Increase Amount of time spent
on the website
– Decrease Bounce rate
– Increase Number of web pages
per visit (pageviews)
– Enrich content
– Good usability
• Link building in another website or
social media
• Follow W3C standard for scripting
Google Panda (new) Algorithm

111. SEO Activites
-Learn-
Visibility Clickability
Open
targeted
landing page
Visibility :
not more than 3rd search page
Clickability :
relevant copywriting, match with user needs
Open landing page :
convert visitor to buyer
Good SEO result impact for business
• Good landing page can create
purchase intent or even (online) sales

112. Measuring/ insight

113. Advertising
Social
Media
Website
Study case

114. Paid

115. Owned

116. Facebook Application Insight

117. Facebook Application Insight

118. Facebook Insight for Website
http://www.facebook.com/insights/

119. Facebook Insight for Website

120. Facebook Insight for Website

121. Google Analytics
-Embedded Code for integrated with social media page-

122. Google Analytics Report

123. Google Analytics Report

124. Google Analytics Report
Measure & track, how effective social media generate traffic to website

125. Google Analytics - Social Media Segment
-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|t.co-

126. Google Analytics - Social Media Segment
-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|t.co-

127. Google Analytics - Social Media Segment
-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|t.co-
*GA old version

128. Google Analytics - Social Media Segment
-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|t.co-

129. Google Analytics - Segment

130. Google Analytics Filter

131. Google Analytics – create filter

132. Google Analytics – create filter

133. Google Analytics – Filter Result

134. GA – Segment vs Filter
Advanced Segments Profile Filters
Modify a report view at the
visit level.
Modify incoming data at the
pageview level to create
separate profiles (reports).
Applied to current and
historical data.
Applied only to new data from
the time the filter is created.
Instantaneous results—once
they’re created, you can view
segmented data in your
reports immediately.
Aimed at longer-term usage
where once set, the segment is
unlikely to change.
Allow the use of conditional
values on metrics, for example,
greater than, less than.
Only text string matches can
be included—no numerical
conditionals are available.
Set up by report users, making
them safe—no data can be
lost.
Set up by administrators,
because data can be
permanently deleted.
Use profile
filters to remove
“noise” segments
from your reports .
Use profile filters
when you wish to
control the level of
access, such as
providing paid
search data to an
external agency.

135. GA – Segment vs Filter
use advanced
segments when
you are drilling down
to understand visitor
behaviour, for
example, comparing
the performance of a
social network versus
search engine visitors
Advanced Segments Profile Filters
Test facility available. Take 3–4 hours for data to
populate reports.
Combine statements to meet
multiple conditions.
Use cascading filters for
combination effect.
Set on a per-user basis—
segments can be shared with
other report users, but cannot
be used to hide data.
Set on a per-profile basis,
therefore access to segmented
data can be controlled
separately form other data.
Regular expression statements
are not limited, though the
total combined for a segment
with multiple statements must
not exceed 30,000 characters.
Regular expression statement
limited to 255 characters.

136. Google Analytics
-[New feature] Social-

137. Google Analytics
-[New feature] Social-

138. Google Analytics
-Social plugin-

139. Google Analytics
-[New feature] Social-embedded code

140. Google Analytics
-[New feature] Social-embedded code

141. Tips for Building Landing Page
• Clear title, description, and layout
• Removing all distractions from landing page
• Display social sharing button
• Design forms in order to capture information from visitor
• Structure forms not too long
• Direct form submission to Thank You page
• Track to conversion

142. Final words
• Website is a long term investment
• Always do improvement by measuring
• Content strategy and convenience (good information architecture) is
a key for long-term engangement
• Good SEO
• Social media engagement

143. by
Gita Pramesyani
31 Mei 2012