The webinar covered best practices for integrating SEO and social media. It discussed the 7 Pillars digital marketing framework and how SEO, social media, budgets, tools, and common pitfalls relate. The presenter was Arman Rousta, CEO of Blueliner digital marketing agency. The webinar provided an overview of Blueliner's services, clients, and upcoming 7 Pillars Digital Academy training program. It also included case studies and discussions of SEO and social media strategies.

1. 7 Pillars Digital Marketing Academy
TM
Best Practices: SEO + Social Media
Webinar Presented by:
Arman Rousta May 19, 2011
Digital Strategist & CEO of Blueliner 2:00 – 3:00pm EST

2. Webinar Agenda
7 Pillars Framework
TM
Integration between SEO +
Social Media
Budget & Time Management
Useful Tools & Tech
Common Pitfalls
Questions & Answers
Appendix
Case Studies
7 Pillars Webinars

3. Today on Wall Street
Social Network or Search Engine or CRM? All of the Above!

4. 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)

5. The 7 Pillars of Digital Marketing
pillar 1. Content (Copy, Video, Photography, Audio)
pillar 2. design UX (Branding, Web Development)
pillar 3. SEO (Organic Search, Organic CSE, Onsite Search)
pillar 4. digital Media (Paid Search, CPM, Affiliate, Retargeting)
pillar 5. CRM (Customer Service, Email Marketing, Web Analytics)
pillar 6. Social media (SMM, Online PR, Networks, Blogs, Games)
pillar 7. Mobile

6. 7 Pillars Digital Academy
Classes Begin (Sep 2011)
• Learn the depths of 7 Pillars methodology
• Keep your Digital IQ up to date
• Hands-on training on specific tactics
• Video library of hundreds of pre-recorded trainings,
from top experts in the field
• Live webcasts
• Online and mobile accessible classroom, to store
notes, favorite videos and interact with faculty
• Flexible payment options, including monthly subs
• Certification tracks to validate gained expertise
REGISTRATION OPENS July 2011

7. Terminology Trends
What happened to the Internet and Web?
Everything is trending towards Digital nowadays.
Even the word Online feels out-dated and soon
probably will be.
Is there even such a thing as Offline nowadays?

8. SEO + Social: Earned Media Kings
p3. organic Search (SEO)
+
p6. Social media (SMM)
These are the two primary forms of earned
media in the digital world (vs. owned media
and bought media)

9. 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

10. P6. Social Media
How to tap into the 1 billion+ user social networks?
Top Tactics
• Viral, Buzz, Word-of-Mouth Marketing
• Social Shopping
• Reputation Management
• Social Book marking and “socializing”
• Blog Marketing
• Application Development: Widgets, Wiki, Blogs, Forums, Polls

11. 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

12. Social Shopping: Coupon Sites
Social Shopping sites like Groupon, Living Social and Dealon are
growing at a blistering pace. Expect this trend to continue.
From PromotionalCodes.org.uk

13. Social Media Fatigue
Don’t you ever just want to shut it off?
Have you ever consideredclosing your
Facebook account?
No Tech 50 – like Earth Day, once a week.
Could you do it?

14. 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

15. 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

16. Case: Medifast Prospect on Google
- The integration of SEO, PPC, Social Media
Searches Per Month = 460,389

17. Use Case: Medifast Prospect on Google
- P5. Social Media Searches Per Month = 460,389
Social Media + PR Collaboration
-X-

18. Use Case: Medifast Prospect on Google
- The impact of SEO (Pillar 2) Searches Per Month = 460,389
#
1
#2
#3
SEO is required to achieve top organic search results.
-X-

19. Use Case: Medifast Prospect on Google
- The impact of PPC (Pillar 3)
Paid Search compliments SEO
& Social with quicker and
predictable results.
-X-

20. Use Case: Medifast Prospect on Google
- Revenue Opportunity Searches Per Month = 460,389
Revenue Opportunity for Medifast =
$250,000 + (click for details)
-X-

21. Use Case: Medifast Prospect on Google
- Potential ROI
This analysis is for one keyword phrase, which presents several different marketing
opportunities.
Monthly Statistics on "Diabetes Diet" search phrase
# Searches # Clicks # Leads # Sales Revenue/Mo
460,389 13,812 1,381 345 $17,265
Revenue Assumptions Projected Long-Term Revenues
Click-Through Rate 3% Annual Revenue $86,323
Clicks-to-Leads: 10% Lifetime Revenue $431,615
Leads-to-Sales: 25%
Clicks-to-Sales: 3%
Projected Costs
Avg. Initial Order $50
Avg. Reorders/Yr: 5 Cost/Mo: $13,812
Avg. Reorders/Life: 25 Cost/Lead: $10
Cost Per Click: $1 Cost/Sale: $40
Return to 7 Pillars Assessment

22. 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

23. Preliminary Smartsite Analysis Results

24. Smartsite Analysis Results

25. 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

26. 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)
• UX: Web Design & Development

27. Comparison Shopping Engines (CSE)
May 3rd
Merchants will be required to have at least
two of the following:
• UPC (12 digit bar code)
• Brand
• MPN (Manufacturer’s Part Number)
June 6th
• Merchants will need to include all shipping
and tax information

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

29. Importance of Time Management
• Increasingly digital and fast-paced global economy
requires effective stewarding of Time and Energy

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

31. SEO + Social Media
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.

32. 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.

33. SEO Tools 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.

34. Social Media Tools We Like
Why We Like It Cost
Co-Tweet Simple way to see what Basic: Free
KWs competitors are
bidding on + SEO rankings. Premium: $139/mo+
Bitly Good competitive Basic: Free
intelligence tool. Excellent
interface and search data. Premium: $199/mo+
Twiends The top competitive Basic: Free
intelligence tool; but most
expensive too. Premium: Varies
Facebook Open Identify and solve basic site Free
technical issues.
Graph Meta Plugin
Foursquare Comprehensive overview of Free
SEO performance.
Yipit Search Engine for Social Free
Shopping Deal sites

35. Social Media: Deep Targeting
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>

36. ALL: Measure and use the tools
36

37. P5. Social Media: Case Study
What we like about it:
• Intelligent Facebook /FBO Integration
• A social network built on top of a
social framework (Facebook)
• User engagement (reviews)

38. P6. Social 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”

39. Questions &
Answers

40. Upcoming Blueliner Webinars
Building an ROI Marketing Plan* (Jun 29)
Shift Age Trend Report: Digital Forecast
(Jun 2) // with world-renowned Futurist David Houle!
Best Practices: CRM & Analytics (Jun 15)
* Paid Workshop (details on next page)
REGISTER ONLINE @ BLUELINERNY.COM/EVENTS

41. Upcoming Blueliner Workshop
How to build an ROI Marketing Plan –
from scratch (Jun 29) // Cost = $199
• Use the 7 Pillars of Digital Marketing methodology
to build an ROI Plan [participants get copy of Excel template : value = $1,500]
• Realistic financial projections based on grounded
marketing assumptions
• Wizard-style questionnaire to easily collect data
needed to build a business plan
• Using SEO/SEM research tools to get real-time data
into your plan, for best case vs. other scenarios
• For Marketing Executives, Business Owners and
Agency Account/Campaign Managers
REGISTER @ bluelinerny.com/events early bird discount available!

42. Arman Rousta
Chief Executive Officer
arman@bluelinerny.com
US – Asia – Europe – Latin America
www.bluelinerny.com
212.904.1240 office
55 Broad Street, 17th Floor
New York, NY 10004
• Twitter.com/blueliner
• Facebook.com/bluelinerny
• Youtube.com/bluelinerpodcasts
• Linkedin.com/companies/blueliner-marketing
• Flikr.com/blueliner-marketing