7 Pillars of Digital Strategy

* An ROI-Driven Marketing Framework * Standards & Best Practices

Presented by:Arman RoustaChief Executive OfficerBlueliner Marketing

October 2010* Original in 2004

TM

Table of ContentsTable of Contents

7 PillarsTM in Action

About Blueliner

7 PillarsTM Overview

Questions & Answers

Upcoming Webinars

Case Studies

Appendix

7 Pillars Vendors

Interactive Marketing ClientsInteractive Marketing Clients

California Closets (Lifestyle)California Closets (Lifestyle)

Completely Bare (Beauty)Completely Bare (Beauty)

IZOD Men’s Fragrance (Beauty)IZOD Men’s Fragrance (Beauty)

Bogner (Fashion) Bogner (Fashion)

Allied Home Mortgage (Real Estate)Allied Home Mortgage (Real Estate)

New York Video School (Education)New York Video School (Education)

401kid (Finance)401kid (Finance)

CMS Forex (Finance)CMS Forex (Finance)

Guardian Water & Power (Energy)Guardian Water & Power (Energy)

Morningside Translations (Translations)Morningside Translations (Translations)

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:

Medical Hair Restoration (Medical)Medical Hair Restoration (Medical)

Manhattan Orthopaedic Care (Medical)Manhattan Orthopaedic Care (Medical)

Russia Today (Media)Russia Today (Media)

SogoTrade (Finance)SogoTrade (Finance)

Icebreaker (Fashion)Icebreaker (Fashion)

Lufthansa (Travel)Lufthansa (Travel)

Chaa Creek Resort (Travel)Chaa Creek Resort (Travel)

Celect.org (Social Media)Celect.org (Social Media)

Bid on the City (Real Estate)Bid on the City (Real Estate)

Red Clay Media (Marketing)Red Clay Media (Marketing)

SEM

Pillar 1. Web Design (UX, IA, Branding)

Pillar 2. Search Engine Optimization

Pillar 3. Online Advertising (PPC, CPM, CPA)

Pillar 4. CRM (Relationship, Email Marketing)

Pillar 5. Social Media

Pillar 6. Mobile

Pillar 7. Web Analytics

The 7 Pillars of Digital StrategyThe 7 Pillars of Digital Strategy

What Makes A Good Website?What Makes A Good Website?

• Usability (clarity, simplicity, speed)• Satisfying User Experience (UX)• Organized Site Navigation

• Cohesive and Appealing Design• Quality Content and Offerings• Interactivity – User Engagement

P1. Web Design P1. Web Design (UX, IA, Branding)(UX, IA, Branding)

P1. Web Design P1. Web Design (UX, IA, Branding)(UX, IA, Branding)

P1. Web Design P1. Web Design (UX, IA, Branding)(UX, IA, Branding)

• Project Planning & Execution• Defining the website’s purpose and vision• Establishing a reasonable budget (build + maintain)• Hiring the right team• Picking a good CMS• QA process (Use Jing or similar service)

• Adding Interactive Elements (Social, Blogs, Polls)• Marketing Basics: Analytics, SEO, CRM (Email)

Key Questions: Web Analytics & CRMHow long do people stay on your site?How often do they return?What do they do on the site (transact, interact)?

Poll # 1Poll # 1

Does your website CMS offer an easy way to update all website meta data?

• Yes• No• Unsure

P2 + P3. SEM/SEO OverviewP2 + P3. SEM/SEO Overview• Search Engine Marketing is the set of internet marketing

strategies that are designed to promote a website’s visibility on search engines and increase web traffic.

• SEM includes:

• Search Engine Optimization (SEO)

• Paid Inclusion

• Pay Per Click (PPC)

• SEO concentrates on the natural (organic) ranking and relevancy of content in Search Engine Results Pages (SERPs)

• SEO is one of the most cost-effective methods for acquiring web visitors. Millions of consumers are researching products and services, and generally trust organic search results more than sponsored ads.

SEM Examples and StatisticsSEM 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

SEO Methodology (Keyword Selection)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

SEO Methodology (On-Page Strategy)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

SEO Methodology (Off-Page Strategy)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)• Web Design & Development

SEO – Advanced Options

Deeper Competitive Analysis More Competitors (beyond standard 3, Deeper source information (Organic vs. Paid traffic) Deeper SEO Rankings on other KWs (long tail)

Expansion of SEO Services Cover more keywords and web pages Deeper local search geo-targeting Expand link building budget Optimize blog entries

Deeper Web Analytics Reporting Increase reporting frequency (monthly vs. weekly) User behavior and multivariate analytics Enable keyword and SE source data reporting

P2. SEO: Budgeting & Expectations P2. SEO: Budgeting & Expectations

Blueliner offers levels of SEO service, which impact the # of keywords and traffic targeted.

SEO + Other Pillars (Analytics, Social) SEO + Other Pillars (Analytics, Social)

Some Pillars work together, almost inseparably. They are all connected to one another.

• 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.

SEO + Other Pillars (Social) SEO + Other Pillars (Social)

Content Distribution via Search & SocialContent Distribution via Search & Social

• 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.

SEO + Other Pillars (Web Design) SEO + Other Pillars (Web Design)

When designing a website, SEO considerations come up throughout the process.When designing a website, SEO considerations come up throughout the process.

Search Engine RankingsSearch Engine Rankings

• MONTHLY ANALYSIS ON THE PORTFOLIO OF TOP KEYWORD TARGETS EXPLAINS TRAFFIC FLUCTATIONS.

• SEO STRATEGY IS RE-CALIBRATED MONTHLY UPON REVIEW OF SE POSITIONS, TO ALIGN WITH OPPORTUNITIES AND CLIENT GOALS.

SEO Results – Case 1SEO 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

SEO Results – Case 2SEO 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

SEO Tools that We LikeSEO Tools that We Like Why We Like It Cost

Simple way to see what KWs competitors are bidding on + SEO rankings.

Basic: Free

Premium: $139/mo+

Good competitive intelligence tool. Excellent interface and search data.

Basic: Free

Premium: $199/mo+

The top competitive intelligence tool; but most expensive too.

Volume-based

$500/mo+

Identify and solve basic site technical issues.

Free

Comprehensive overview of SEO performance.

Basic: Free

Premium: N/A

Oldest and most thorough SEO Rankings tool.

$199/yr+ for license

Online AdvertisingOnline Advertising

• PPC (Pay per Click)• Google Adwords• BING/Yahoo• Facebook• Soon to be Everywhere

• CPA (Affiliate Marketing / Performance)

• CPM (Ad Networks)

• Better for Branding

• Increased use of Video

Online Advertising: Targeting UsersOnline Advertising: Targeting Users

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>

ACTIVE BACHELOR

SINGLE DAD

EXECUTIVE RETIRED

Poll # 2Poll # 2

Do you have a mobile version of your website? • Yes• No• Under development

P4. CRM P4. CRM (Customer Relationship Mgmt.)(Customer Relationship Mgmt.)

• The importance of CRM• Sugar CRM• Salesforce.com• ACT, Goldmine• Custom

• Lead Nurturing & Segmentation

• Email Marketing (EMS)

• Mailchimp

• Exact Target

• Cooler Email

P5. Social MediaP5. Social Media

Industry sites, blogs and discussion boards

Micro-blogging service Twitter

Biggest social network Facebook

Photo sharingnetwork Flickr

Video sharingwebsite YouTube

P5. Social Media: Case StudyP5. Social Media: Case Study

What we like about it: • Intelligent Facebook Integration• User engagement (reviews)• Special offers widgets (flight deals)• Promotion of other family of sites

P6. Mobile StrategyP6. 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”

Mobile UsageMobile Usage

• 77.4 million mobile web users

• 1.5 trillion text messages in 2009 (5 billion/day)

• 24.2 billion MMS messages in the last half of ‘09 (250% growth compared to last half of ‘08)

• Hispanic and African American audiences lead in mobile data usage*

*Recent Pew Internet & American Life Foundation study.

Platforms and DevicesPlatforms and Devices

• 19% of mobile phones sold in 2010 are smartphones

• 54.7 million smartphones shipped globally in the first quarter, up 56.7% from the year-ago quarter

• Projected to grow to 25% by 2013*

*ABI Research

Mobile Marketing LandscapeMobile Marketing Landscape

SMS, Display, Search still dominate spending

UtilityUtility

• Email• Search• Task-Oriented Apps • Maps• Communication

Coupons and DiscountsCoupons and Discounts

Mobile Coupons will continue to grow rapidly• Can deliver to nearly all mobile phones• In demand from consumers• Trackable, measurable

From PromotionalCodes.org.uk

Poll # 3Poll # 3

Do you have FBO (Facebook Open Graph) installed on your website (Like button, etc)?

• Yes• No• Unsure

P7. Web AnalyticsP7. Web AnalyticsANALYTICS ARE CRITICAL FOR MAXIMIZING UTILITY AND WEBSITE CONVERSION RATES.

P7. Web Analytics – A/B TestingP7. Web Analytics – A/B Testing

OPTION 1: /home

Flash Banner: YES

Form on Home Pg: YES

P7. Web Analytics – A/B TestingP7. Web Analytics – A/B Testing

OPTION 2: /home2

Flash Banner: NO

Form on Home Pg: YES

Web Analytics – A/B TestingWeb Analytics – A/B Testing

OPTION 3: /index

Flash Banner: NO

Form on Home Pg: NO

Web Analytics – A/B TestingWeb Analytics – A/B Testing

OPTION 4: /index2

Flash Banner: YES

Form on Home Pg: NO

Web Analytics – A/B TestingWeb Analytics – A/B TestingResults

TipTip: Use Google Web Optimizer to Run A/B Tests!: Use Google Web Optimizer to Run A/B Tests!

Questions & Questions & AnswersAnswers

SEM

Pillar 1. Web Design (UX, IA, Branding)

Pillar 2. Search Engine Optimization

Pillar 3. Online Advertising (PPC, CPM, CPA)

Pillar 4. CRM (Relationship, Email Marketing)

Pillar 5. Social Media

Pillar 6. Mobile

Pillar 7. Web Analytics

The 7 Pillars of Digital StrategyThe 7 Pillars of Digital Strategy

Thank you for your participation! For questions Thank you for your participation! For questions or comments about this presentation, contact:or comments about this presentation, contact:

Arman Rousta Chief Executive Officerarman@bluelinerNY.com

212.904.1240 office

55 Broad Street, 17th FloorNew York, NY 10004www.bluelinerny.com