digital marketing and social media marketing for cosmetics brands

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The Power of Social & Digital Media

David Liem, Cofounder Happy Marketer

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Today’s Menu – Digital Marketing

Websites

Mobile

Facebook

Vine

Instagram

Email Maps

News

Display Ads

Google

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Today’s Agenda

1. Trends in Online Behavior 2. Establishing your Digital Strategy 3. Digital in 2014 and Beyond

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Happy Marketer.���more business from your website

A little about myself…

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Who We Are

•  Digital Marketing Consulting & Training based in Singapore

•  Our Mission:

To help businesses connect with their customers in innovative and profitable ways.

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Why Us

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Our List Of Services

1.  Social Media 2.  Search & Digital Advertising 3.  Content & Digital Assets 4.  Analytics 5.  Marketing Training

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We Are Certified For

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Hey there, I’m…

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What I do at work…

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What I do for fun…

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Trends in Online Behavior

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What steps would you take if…

1.  You were interested to buy a new compact digital camera?

2.  You wanted to hire a wedding planner in Hong Kong?

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How things used to be...

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The Customer Buying Cycle

Discovery Research Decision

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How people are actually influenced

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Sharing Sharing Sharing

Sharing Sharing Sharing

The Social Customer Buying Cycle

Discovery Research Decision

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The Purpose of Digital Marketing

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Lets bust some myths about Search Marketing!

•  SEO is free; SEM costs money •  SEM = Google + Yahoo + Bing •  Offline success helps get you to No.1 •  Adwords help SEO ranks •  SEO takes a long time; SEM works right away •  SEM traffic isnt as high quality as SEO traffic

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Most Companies Brand – To Acquire

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Some Companies Make An Effort To Convert

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Very Few Maximize Their Customers

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Very Few Maximize Their Customers

Expensive & Hard To Measure

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Very Few Maximize Their Customers

Expensive & Hard To Measure

Usually done once, but great for results

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Very Few Maximize Their Customers

Expensive & Hard To Measure

Usually done once, but great for results

Done least, but actually the highest ROI activity

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When The Purpose Is To Acquire

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When The Purpose Is To Convert

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And When The Purpose Is To Resell

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Let’s Learn By Looking At Innovative

Ideas in Digital

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B2B Marketing - Hubspot

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Lessons to Learn 1.  Even B2B company’s can be ‘fun’ 2.  Education has a strong pull effect 3.  Hubs of information creates repeat visitors 4.  Find ways of ‘helping’ your market with low effort to create stronger relationships

How can I apply these lessons in my business?

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Lessons to Learn 1.  CLEAR content is king 2.  Make content sharable 3.  Reviews are your friend 4.  Live chat to add to customer experience

How can I apply these lessons in my business?

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Lessons Learned 1.  Create content relevant for today 2.  Get your people involved, 3.  Show the world your team 4.  Show the world your loyal customers 5.  Original visual content has great appeal 6.  Inspirational quotes are highly viral

How can I apply these lessons in my business?

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Lessons Learned 1.  Utilize user generated content for great brand visibility 2.  Educational video are a great marketing and branding tool 3.  Localize your content

How can I apply these lessons in my business?

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Lessons Learned 1.  Twitter is a great tool for keep your audience informed on breaking developments 2.  Connect to your customers on common values and issues 3.  Create videos to educate your audience on larger issues 4.  Connect your audience on the larger issues around them and urge them to get

involved.

How can I apply these lessons in my business?

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What is Web Analytics?

Marketing in the Information Age

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A Tree In A Forest …

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Web analytics in a nutshell

“Web analytics is the measurement, collection, analysis and reporting of internet data… 

…for purposes of understanding and optimizing web usage.”

-Digital Analytics Association

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Is it possible to have too much data?

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Analytics isn’t just about data – it’s about insights

In the age of Big Data, it’s easy to focus on one or 2 things. We’re surrounded by data, so how do we turn it into insights that deliver performance for our clients?

Data Analysis Information Insight

So what can analytics do for us?

1.  Provide metrics on our visitors and potential customers

2.  Give us tools to segment and analyze data 3.  Help us ask the right questions

What can’t analytics do for us?

1.  Report on people’s names, IP addresses, etc. 2.  Provide any personal information about our

visitors 3.  Find all the answers for us

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Analytics has a come a long way

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The key is to measure business goals, not just clicks.

Ecommerce Lead Generation Phone calls Mailing

Lists

Information Ad Serving Social Support

Careers Affiliate ??? ???

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Introduction to Google Analytics The world’s most popular web analytics service

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Google Analytics: the world leader in web analytics.

More than 10M websites now use Google Analytics. In fact, more than 82% of web traffic is measured by Google Analytics!*

*http://w3techs.com/technologies/overview/traffic_analysis/all

Dashboards

Advanced Segmentation

Custom Reports

Real-time Data

Path Analysis

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The data you want, the way you want it.

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How do you convince clients to adopt GA?

“Flying Blind” Customized for You “One-Stop Shop” It’s Free!*

1.  Flying blind: without analytics, it’s impossible to optimize marketing performance.

2.  Customized for You: sure, the basic setup process is easy; but we can customize Google Analytics to give you a truly valuable, unique solution!

3.  “One-Stop Shop”: Convincing your client to adopt Google Analytics will be much easier if they can simply use you to get started.

4.  Don’t forget to mention: this is enterprise-class web analytics … for free!

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How can you include GA in your agency’s business?

Audit & Strategy

Implement & Customize

Analysis & Insights

1.  Audit & Strategy: Before you implement, find out what your goals should be!

2.  Implementation & Customization: Provide clients with an analytics solution designed just for them!

3.  Analysis & Insights: Analyze data on an ongoing basis to generate compelling insights that improve performance!

4.  Repeat & Iterate: Goals and priorities change over time!

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Audit & Strategy

Learn

•  Key business goals •  Marketing strategy

Explore

•  Unique elements of the site •  Implementation issues

Plan •  GA implementation roadmap

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Implementation & Customization

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Analysis & Insights: Which email produced better ROI?

Visits Value/Visit Day Month

20,000 $0.15 $3,000 $90,000

20,000 $0.13 $2,600 $78,000

Difference: $12,000

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Insight: There’s lower traffic for “late night pizza san francisco,” but it has a much higher conversion rate!

Analysis & Insights: Which keywords are most effective?

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Repeat & Iterate

Deliver Insights Evaluate Changing Needs

Adjust Strategy & Implementation Deliver Insights

Google Analytics work can become a revenue stream by integrating it with Google AdWords work!

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Increase Your Revenue & Manage Clients More Effectively

Whether or not you’re looking to GA as a new revenue stream for your agency, GA will help you manage your clients more effectively and more efficiently.

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Where can I apply GA for my Biz and my Clients?

Audit & Strategy

Implement & Customize

Analysis & Insights

Repeat & Iterate

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How can I sign up?

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Next steps:

http://www.google.com/analytics/learn/index.html

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Going Beyond Data

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Driving Action – 3 Steps

Measure Analyze Improve

4

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Plan Your Activities According To Purpose

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Activity – Write out your Digital Plan •  Write down ideas for each phase in your digital plan

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What works in Digital today?

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Mac Cosmetics - Interactive Video

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Sephora - Effective Web Design

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Johnson & Johnson (China): ‘Pump It Forward’

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Cadbury’s Not So Sweet

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Kotex Hong Kong : Softness Surprise

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Visit Scotland – Three – Dancing Pony

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Digital in 2014 and Beyond

What to look out for in Digital Marketing?

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Online Value Proposition (OVP) is increasingly important

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Use of Attribution Models to access media effectiveness

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Content will be more in-depth, detailed, and diverse •  More channels •  More insight •  More original and customized content

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Mobile Performance and Compatibility will be critical •  Responsive Design •  Fast loading •  Easy to navigate •  Easy to read •  Update often

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Visual content will become increasingly important

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Distributed thinking , not destination thinking •  Have your content on multiple sites, partner sites, news sites, blogs, social media

networks •  Think about getting your message as far as you can •  Your brand’s home isn’t your website, it’s where your content lies.

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Story Centric Campaigns •  Have a campaign around a cause or a group of people rather than a singular message •  Story campaigns can be told over a longer period of time •  Your customers can relate and connect to stories easier than a marketing message

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In a Nut Shell

1.  More investment in Brand Online Value Proposition (OVP) 2.  Use of Attribution Models to access media effectiveness 3.  Content will be more in-depth, detailed, and diverse 4.  Mobile Performance and Compatibility will be critical 5.  Visual content will become increasingly important 6.  Distributed thinking , not destination thinking 7.  Story Centric Campaigns

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