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TCC - Digital Download - January 2013
This document provides an overview of digital marketing topics including: popular 2012 Google searches like Whitney Houston; Facebook penetration in Australia is 55%; 5.1 billion people own mobile phones. It then covers digital marketing 101, focusing on search engine marketing, optimization, and strategies. Mobile search and social media are also discussed, emphasizing their importance for engagement, relationships, and cost effectiveness. Various industry terms are defined.
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TCC - Digital Download - January 2013
- 1. Digital Download Tuesday, 22ndJanuary 2013
- 2. Before we start…. • Who was the most popular person searched for in 2012? • Whitney Houston • What % penetration does Facebook have in Australia? • 55% • Of the 7 billion people on the planet, how many own a mobile? • 5.1 billion (apparently only 4.6 billion own a toothbrush!) • How long do Australians stay on LinkedIn for? • 7mins & 4seconds 2
- 3. What’s today about? 1. 2. 3. Digital 2012 wrap up Trends to marketing 101 watch in 2013 We have – so 1. 5hrs ask pl ease ns! que stio 3
- 4. 1. Digital Marketing101 Things you need to know!
- 5. Key areas ofdigital to know Search (SEM & SEO) Mobile Social DIGITAL Content eCRM (video) eCommerce Websites 5
- 6. When to usewhat digital medium? Digital medium Purpose Resource Cost (third-party) Low Moderate High Low Moderate High SEM (paid) Generate awareness & quick þ þ leads SEO (natural) Build reputation & generate þ þ leads Social Build relationships & generate þ þ leads eCRM Build relationships & up-sell/ þ þ cross-sell Websites Build reputation & generate þ þ leads eCommerce Generate revenue þ þ Content (video) Educate, build reputation & þ þ generate leads Mobile Build reputation & generate þ þ leads Online advertising Generate awareness þ þ 6
- 7. Search engine strategies Thingsto consider
- 8. Getting underneath searchengines If you (or your client) are not the answer, If you aren’t present, one of your competitors or another retailer will be. 8
- 9. Why search isimportant? Attract Engage Transact Retain Grow (awareness) (consideration) (purchase) (cross sell) (value add) Digital camera Photocopier Canon digital camera Canon MFD Canon IXUS 1000HS Canon imagerunner 2020 Canon IXUS 100HS bag Canon imagerunner 2020 toner Canon EOS Canon eMaintenance 9
- 10. What is search? Paid Search = (PPC*) + Natural/Organic *Pay per click OR = SEM + SEO does hat % make % W 92 Search engine marketing ogle Search engine optimisation Go up i a? n 10 Aus trali
- 11. ‘digital camera’ searchresults paid SE M or nts eme n plac ed i o utlin p & re d: to 11 r ight
- 12. ‘digital camera’ searchresults out lined SEO red: in om bott 12
- 13. What are thedifferent types of SEM? 13
- 14. What are thedifferent types of SEM? 14
- 15. Mobile search –Canon trial in Melbourne 15
- 16. How do youknow who is searching what? BER MEM RE HIS T 16
- 17. What is search? Paid Search = (PPC*) + Natural/Organic *Pay per click 17
- 18. What factors influenceSEO? On Off Better page page SEO of Goo gle’s list EO crit eria for S s to continue grow – er cur rently ov s 18 200 item
- 19. On-page SEO factors • There are 6 on-page factors that must be considered to optimise SEO: 1. URL keywords 2. Title tags 3. Descriptions 4. Emphasising keywords 5. Heading tags 6. Alt tags 19
- 20. What factors influenceSEO? On Off Be*er page page SEO 20
- 21. Off-page SEO factors • There are 3 factors that must be considered to help enhance SEO: 1. Backlinks 2. Anchor text 3. Social media 21
- 22. Why is searchimportant? If you aren’t in the search results, someone else will be (competitors or alternative solution). Search gives an insight into consumers: thoughts, feelings, desires & what they want to know more about. It provides the ability to tailor the information to acquisition. 22
- 23.
- 24. What is thesearch jargon? Search engine marketing (SEM) Search engine optimisation (SEO) • Ad terms • Backlinks • Impression • Adgroup • Off-page factors • Campaign • Keywords • On-page factors • Algorithm • Page rank • Quality score • Black hat • Results • CPC – Cost per click • White hat • CTR – Click through rate • CPA – Cost per acquisition (or action) • Crawler/spider • Conversion • 301 • Strategies • 302 • PPC – pay per click • Long tail search • 404 • Optimisation • Landing page • 503 • Geo-target • Alt tags • Mobile search – Search via mobile device • Always on – 24hrs a day, 7 days a week • Heading tags (H1, H2, H3) 24
- 25. Digital Quiz • Whatdoes SEO & SEM stand for? • Search engine optimisation, Search engine marketing • What are the two different types of SEM? • PPC & Contextual • What help to contribute to SEO? • On page & off page 25
- 26. Social media More thanjust pushing content
- 27. What is socialmarketing? Social = CRM + PR + Value (dialogue) (push) (exclusive) Basic social
- 28. What are thedifferent types of networks? 28
- 29. What are peopledoing on facebook? 29
- 30. Facebook is thebiggest image library 30
- 31. The rise ofGoogle + Facebook took 2.5 years to Google + reach took just 18 million users. 21 days. 31
- 32. Why is socialimportant to you? Great for retention & nurturing existing consumer relationships. Cost effective BUT there must be an audience you are talking to. You have an audience, you just need to encourage them to be part of the conversation.
- 33. What is thesocial jargon? Platforms Social actions • Instagram • Aggregation • Pinterest • Blogs • Alerts • Forums • Comments • Mashup • Curation • Photo-sharing • Podcast • Facebooking • RSS – really simple syndication • Feeds • Social bookmarking • Hashtag • Wiki • Like Users information • Posts • Avatars • Tags • Authority • Thread • Groups • Lurker • Tweets • Profiles • Message • Sharing • DM • Poke 33
- 34. Mobile Applications, websites &communications
- 35. Digital quiz • Whatare most people searching on their mobiles? • Location based activities • What time are most people using their mobiles for search? • Late afternoon/evening • How many Australian’s viewed facebook on their mobile last month? • 4,600,000 people (nearly 50% of all active users) 35
- 36. What is mobile? • Mobile is becoming one of the most talked about areas in the digital industry. • It is important to remember that “Mobile” isn’t only about applications… Mobile = Marketing + Apps + Website 36
- 37. What is amobile device? Smart Other Mobile = + Tablets + phones devices 37
- 38. What are thedifferent types of mobile OS? pple e & A ely G oogl finit e a re d a tch & to w ved ones invol be h... wit 38
- 39.
- 40. When are peoplesearching on their mobile? • Consumer searches on the mobile differ to that of desktop search: • 66% of mobile searches have a local intent • Mobile search numbers peak at night, on weekends & e leading up to holidays People ar sear ching on th e go & at night. 40
- 41.
- 42. What is themobile jargon? • MMS • SMS • Mobile • Application (app) • Off-deck • On-deck 42
- 43. Where to now? 1. 2. 3. Digital 2012 wrap up Trends to marketing 101 watch in 2013 43
- 44. 2. 2012 wrap-up Whatwere the top trends from last year?
- 45. What were thekey trends from 2012? Web Social Mobile 45
- 46. How we spenttime on the internet in 2012 1 trillion video playbacks on 14 million new YouTube. Instagram accounts. 48 hrs Users upload 60 uploaded every photos per second1. minute1. 37% of Australian Internet Browsers were Internet Explore & 26% 75% of were Chrome. worldwide email traffic was spam1. 46
- 47. Most popular websitesof 2012 (Australia) 1. Google Australia 2. Facebook 3. YouTube 4. Windows Live Mail 5. Ninemsn 6. eBay Australia Soc ial & n 7. Google atio 8. Yahoo!7 in form h 9. Wikipedia searc the ate 10. Yahoo!7 Mail do min pular t po s. mos site Source: http://www.hitwise.com/au/datacentre/main/ 47 web
- 48. Most popular searchterms of 2012 (Australia) 1. Gangnam style 2. The Voice 3. One Direction 4. Whitney Houston 5. Olympics 6. Oz Lotto 7. Diablo 3 8. Hurricane Sandy 9. Kony 10. Morgan Freeman Source: Google Zeitgeist 48
- 49. More purchases madeonline In Dec 2010, 85% of online Australians made an online purchase during the past 12 months* ILL eCommerce W spend eCommerce W M UCH D? H O PEN billion l spend TH EY S $21.7 s wil alian 00 eCommerce $13.6 billion ustr ne A 2012 $8 spend Onli d in $12 billion spen online ving Offshore growth rate D i Accelerating s dri and Offshore $6 billion Hi g h AU dem $4.8 billion wn & s do p 44% growth e pric online in 1yr 2010 2011 u 2015 Source: PwC & Frost & Sullivan Report - http://www.arnnet.com.au/article/395614/more_australians_shopping_online_overseas_report?fp=16&fpid=1
- 50. What are femalesdoing online? 1/3 check facebook before bathroom Longer tail terms Staying in touch with family & friends 25mins on facebook a day More specific & more queries Enquiring about products Convert from trusted brand terms Digital advocacy & trusting opinions 50
- 51. What are malesdoing online? Streaming videos & Generic terms Sport is key early in the week downtime activity Fewer searchers & on weekends Land at review sites Influenced, but make their own decision 51
- 52. What were thekey trends from 2012? Web Social Mobile 52
- 53. Use of socialnetworking 53 Source: http://blog.nielsen.com/nielsenwire/social/2012/
- 54. Use of socialnetworking Social = k Faceboo re (e verywhe throug hout the world) 54 Source: http://blog.nielsen.com/nielsenwire/social/2012/
- 55. Use of socialnetworking Tablet & Mobile usage is o con tinuing t grow 55 Source: http://blog.nielsen.com/nielsenwire/social/2012/
- 56. What’s happening onFacebook? There are more 550 million than 1 of them log in from billion users on their mobile devices. Facebook. 350 million Accounts for joined in 2012. 95% of all social networking time. 56
- 57. How many Australian’sare on Facebook? 50% und een Aro etw a re b 4yrs! 1 8–3 57 Source: http://checkfacebook.com/, viewed 22nd January 2013
- 58. Why would Ibe friends with you? ers sum ore Con o m ar e als to li kely th a gag e wi ir en d if the bran d has. Source: Chart of the Day, www.businessinsider.com, 20 frien 58 December 2011, viewed 16 January 2012.
- 59. How to advertiseon Facebook • Advertising on Facebook is becoming more & more popular as a way to engage potential customers. • It’s popularity stems from it’s ability to be: • Targeted on a granular level • Pay-per-click – you only pay when someone clicks 59
- 60. What are thedifferent ways to advertise? MARKETPLACE ADS SPONSORED STORIES - Standard - Based on the facebook ad that idea of “social can drive proof & that internally or consumers are externally to more likely to facebook. like a page some - Sometimes one they know paired with already has. social actions - Drives greater your friends action / have taken. engagement - Good if you are from users. unable to have - Placement that an actual page can only be used but want a if you have a presence on the facebook page. network 60
- 61. What are sponsoredstories & their impact? • “Sponsored stories” are becoming a popular way to advertise on facebook. • People are more likely to click on a link that someone they know has recommended. • These currently site in a clear callout area on the RHS of the page. • Facebook is about to roll out “Sponsored Stories” in users’ news cial feeds2. M y so k • These ads will begin to appear in news net wor feeds. ces • It is unclear at this stage how in fluen ne onli r. facebook will differentiate these from my iou other news feed posts made by your network. be hav 61
- 62. What were thekey trends from 2012? Web Social Mobile 62
- 63. What was themobile growth in 2012? 6 8x faster million growth rate than desktop computing at the same point in Australians have development3. a smartphone - 2nd highest usage rate in the world3. Market Share Apple, Google & 32% Microsoft dominate the market – increase in 90%. app download over the last 3 months. 63
- 64. Why is mobileimportant? It is immediate It It entertains connects us us locally Mobile is more than a phone 64
- 65. What to doabout mobile? • Make sure content is cut down & relevant to the location. • People want content in the moment. 65
- 66. What to doabout mobile? 66 Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/
- 67. Where to now? 1. 2. 3. Digital 2012 wrap up Trends to marketing 101 watch in 2013 67
- 68. 3. 2012 predictions Whereto for the next 12 months?
- 69. What are thekey predictions for 2013? API & Search social is Mobile login social 69
- 70.
- 71. What is API? • Essentially a digital pipe: • Increased velocity of the web • Instantaneous engagement • Enables multi-format publishing on an enormous scale • The enabler of social media • Smart brands – 2-way API feeds 71
- 72. The API ecosystem ce, e on y C reat man u se in es. plac 72
- 73. What is anexample? nce, Cre ate o & us e in in ose . re purp aces y pl man 73
- 74. What is anexample? nce, Cre ate o & us e in in ose . re purp aces y pl man 74
- 75. What are sociallogins? • Through the use of social login functionality, such as Facebook connect, APIs can be utilised to drive engagement without the requirement of an actual Facebook (or other social t for g Grea andin network) page. erst out und e ab mor nce & a udie them g etin tent. targ con 75 with
- 76. Why would Ilogin socially? • We already have a number of different profiles created on the web; only a few of these are used regularly. • Why ask a consumer to create a ANOTHER profile for ANOTHER site, when we can tap into one that is already created? 76
- 77. How do sociallogins work? s are Pr ofile cally ati a utom ed by c reat rough g th ble p ullin aila th e av ion via mat 77 infor APIs
- 78. What is thepreferred social login? 78 Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
- 79. What is theimpact of social login? e ased Incr ment en gage nnect I co cial w hen h so thr oug 79 Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
- 80. Consumers actually PREFERto login socially ant ple w we peo can If it , how it? use 80 Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration & social login, US consumer research, 2011.
- 81. What are thekey predictions for 2013? API & Search social is Mobile login social 81
- 82. Do you rememberGoogle+? • Centred around making every existing Google product socially compatible, ensuring that you don’t have to log into different services to share your photos, upload video or let others know what you’re up to. 82
- 83. What if searchbecame social? • Google launched “Search plus my world”4 in early January, 2012. 83
- 84. What are thekey predictions for 2013? API & Search social is Mobile login social 84
- 85. Cookies are out& geo-targeting is in… • Advertising has traditionally targeted consumers sitting at computer through the use of 80% cookies. of consumer • Now that our devices move with us, is spending occurs this really the best way to track users? within 10km of the home6. • Mobile devices allow us to geo- target down to a hyper-local level 85
- 86. What else withmobile? • In an Australian first, Canon created geo- targeted SEM & landing pages • Ads delivered were relevant to potential consumers’ physical location with the aim to drive them into stores within their immediate area. g etin -targ es Geo reas inc e me ssag & v ancy ect rele es dir inc reas nses o resp 86
- 87. Where to now? 1. 2. 3. Digital 2012 wrap up Trends to marketing 101 watch in 2013 h 4t e is a Y Ther – KE area OUTS! E TAK 87
- 88. 4. Key takeouts What to remember from the last 2hrs!
- 89. Key areas ofdigital to know Search (SEM & SEO) Mobile Social DIGITAL Content eCRM (video) eCommerce Websites 89
- 90. When to usewhat digital medium? Digital medium Purpose Resource Cost (third-party) Low Moderate High Low Moderate High SEM (paid) Generate awareness & quick þ þ leads SEO (natural) Build reputation & generate þ þ leads Social Build relationships & generate þ þ leads eCRM Build relationships & up-sell/ þ þ cross-sell Websites Build reputation & generate þ þ leads eCommerce Generate revenue þ þ Content (video) Educate, build reputation & þ þ generate leads Mobile Build reputation & generate þ þ leads Online advertising Generate awareness þ þ 90
- 91. Getting underneath searchengines If you (or your client) are not the answer, If you aren’t present, one of your competitors or another retailer will be. 91
- 92. What is search? Paid Search = (PPC*) + Natural/Organic *Pay per click OR = SEM + SEO does hat % make % W 92 Search engine marketing ogle Search engine optimisation Go up i a? n 92 Aus trali
- 93. What factors influenceSEO? On Off Better page page SEO of Goo gle’s list EO crit eria for S s to continue grow – er cur rently ov s 93 200 item
- 94. What is socialmarketing? Social = CRM + PR + Value (dialogue) (push) (exclusive) Basic social
- 95. What is mobile? • Mobile is becoming one of the most talked about areas in the digital industry. • It is important to remember that “Mobile” isn’t only about applications… Mobile = Marketing + Apps + Website 95
- 96. What is amobile device? Smart Other Mobile = + Tablets + phones devices 96
- 97. What were thekey trends from 2012? Web Social Mobile 97
- 98. What are thedifferent ways to advertise? MARKETPLACE ADS SPONSORED STORIES - Standard - Based on the facebook ad that idea of “social can drive proof & that internally or consumers are externally to more likely to facebook. like a page some - Sometimes one they know paired with already has. social actions - Drives greater your friends action / have taken. engagement - Good if you are from users. unable to have - Placement that an actual page can only be used but want a if you have a presence on the facebook page. 98 network
- 99. Why is mobileimportant? It is immediate It It entertains connects us us locally Mobile is more than a phone 99
- 100. What are thekey predictions for 2013? API & Search social is Mobile login social 100
- 101. The API ecosystem ce, e on y C reat man u se in es. plac 101
- 102. How do sociallogins work? s are Pr ofile cally ati a utom ed by c reat rough g th ble p ullin aila th e av ion via mat 102 infor APIs
- 103.
- 104.
- 105. CONTACT DETAILS Dom @domhind dominique@withcollective.co m 0403 300 015 Thank you! PRESENTATION AVAILABLE AT: http://www.slideshare.net/ withcollective 105
- 106. Thank you withcollective.com |facebook.com/withcollective | hello@withcollective.com | 02 8203 2128