digital marketing toolkit
DESCRIPTION
Digital Marketing 101 Toolkit that covers the basics of Digital Planning, Social Media, Consumer Touch-points and a guide to using basic digital/social platforms like Facebook, Twitter, YouTube, Blogs, Web Analytics and Social ListeningTRANSCRIPT
Digital Marketing Toolkit
Where should we start?
What are your customer touch points online?
Social Platforms Banners
E-Newsletter
Search
Microsites
Mobile App
Website
Blog
E-Direct Mailer
Branded content
Podcast
Forums
Digital Marketing Toolkit: Data & Statistics
• Asian Digital Marketing Yearbook 2011
ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital-marketing-yearbook-2011
• Comscore State of the Internet South East Asia March 2011
ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_Southeast_Asia
• Internet World Stats
ü http://www.internetworldstats.com/stats3.htm
Objectives: What do you want to achieve?
Digital Platform
Awareness
Sales
Adoption
Building relationships
Leads generation
Data acquisition
Call to Action: What do you want the target audience to do?
Call to Action
Register for Events
Contact our Sales Team
Download our
marketing collaterals
Attend Online
Training
Purchase online
Download our Trial
Update your profile
Subscribe to our
newsletters
Find our more about
our products / services
What does Digital encompass?
Digital
Web Design (User Experience/Interface)
Mobile (Apps, coupons, QR codes, Augmented
Reality, Location Based Services)
Customer Relationship Management (Email Marketing)
Search Engine Optimization (SEO)
Viral Marketing (Blogs, Forum Seeding, Influencers)
Online Advertising (Banners, Paid Search, Ad
networks, Content Targeting)
Social Media (Facebook, Twitter, YouTube)
Web Analytics
The Consumer Purchase Funnel
Awareness
Consideration
Preference
Purchase
Retention
Advocacy
Advertising (Online/Offline), Email Marketing, Viral Marketing, Social Media
CRM, Social Media
Website (User Experience), Mobile, Web Analytics
Paid Search, SEO, Email Marketing, Viral Marketing, Mobile, Social Media
Paid Search, SEO, Viral Marketing, Mobile, Social Media
CRM, Viral Marketing, Social Media
View on Social Media
Before you rush to jump onto the Social Media bandwagon…
Commitment is key
Strategy before tactics
Define a clear strategy Raise brand awareness Improve favorable perception of brand/product/service Increase customer acquisition Maintain customer loyalty Create user advocacy Research Develop new insights Develop viral opportunities Create buzz on branded experience Build incremental reach Increase marketing ROI Increase conversations about the brand Drive qualified registrations Support new product launch Drive site traffic Increase sales
Strategic
Tactical
Listen and understand the conversations before engaging
Social Media is an “always on” conversation
The Community Manager
Can you add value?
Evaluate the purpose
Respond in kind & share
Thank the person
Unhappy Customer?
Dedicated Complainer?
Comedian Want-to-Be?
Negative Positive
Yes No
Do you want to respond?
No Response
No
Yes
Take reasonable action to fix issue and let customer
know action taken
Are the facts correct?
Gently correct the facts
No
No
No
Yes
Are the facts correct?
Does customer need/deserve more info?
Yes
Explain what is being done to correct the
issue.
Yes
Is the problem
being fixed? Yes
Let post stand and monitor.
No
Yes
No Yes
Yes
Assess the message
Message
Decide how you want to respond
Be Authentic
Measure and Optimize
What are your Social Media Objectives?
Important Notes: • Social Media is free. But Social Media Marketing is not
• Always on conversation
• Time, effort and resources required to plan, develop, implement, monitor and optimize
Facebook • Setting up a Facebook Page (not profile/group)
ü http://www.facebook.com/pages/create.php • Who will be the Community Manager?
ü Editorial Calendar, Response matrix, Types of responses
• Facebook Insights ü http://www.facebook.com/help/search/?q=insights
• Facebook Advertising ü http://www.facebook.com/adsmarketing/
• Use the Features - Photos, Videos, Events, Polls, • Facebook Advertising Policy & Promotion Guidelines
ü http://www.facebook.com/ad_guidelines.php ü http://www.facebook.com/promotions_guidelines.php
• Contest, Tabs and Applications ü http://www.wildfireapp.com
Let’s look at some Facebook Best Practices
• Post regular updates. If possible, update your fans before the medias, or at least at the same time
• Provide customer service Always reply in an individual manner
• Answer question within less than 3 days Or let users know you will be in touch with an answer soon
• Engage with fans Don’t only monologue
• Ignore comments or questions Always acknowledge the fans efforts
to engage
• Use Facebook to broadcast the same communications than offline
Communications should be adapted to their medium, one size doesn’t fit all
• Fail to update your fans about major activity that are reported offline
What do consumers participate?
Almost 80% of all Internet users have participated in some form of online contest or sweepstake in the past year and
50% of them enter them at least once a month Source: Jupiter Research
IKEA Facebook Showroom
Social Media Programs
• http://www.youtube.com/watch?v=0TYy_3786bo
IKEA Facebook Showroom
AXE Relationship Status
• http://www.youtube.com/watch?v=HO-wZcemIH8
5 Elements of Successful Facebook Campaigns
• Consistency of message with the brand/product
• Requires collaboration with members of the community
ü People like to be part of something
ü Members who are involved will usually be generous in sharing information with others within their network
• Encourage Conversations online and offline
ü Empower the community by engaging them in conversation
ü People who have knowledge can help create a level of connectivity with other current and potential customers via WOM
5 Elements of Successful Facebook Campaigns
• Engage your audience and make the campaign fun
ü Reason to participate – Offers, games, challenges, puzzles
ü Give them something to remember, share and talk about
• Create something permanent for post campaign
ü Campaigns are time sensitive – create something that can last after the campaign finishes E.g. Youtube video, photo collage, application
ü If your campaign messaging is consistent with brand/product, then it has longevity
SEO vs Paid Search
SEO vs Paid Search
Paid Search SEO Guarantee Listings No Guaranteed Listings Immediate Results Site ranking can take weeks or months to
improve Pay search engine for clicks No fees to search engine
Ability to customize ad copy and destination landing page
Ad copy often depending on page title and meta tags. Destination page dependent on page relevancy
SEO: Onsite & Offsite Page Coding
1. Code all web pages to conform to best practices of SEO. 2. Enable search engines to find and catalogue the information in the web pages more effectively
Keywords 1. Keyword Research
2. Enrich site copy with keywords/Keyword Density
3. Inject keywords into page titles, meta description
Link Building 1. Search Engine Submissions
2. Directory Listings
3. Article contributions
Optimal page rankings on
Digital Marketing Toolkit: Search Engines • Difference between SEO and SEM
ü http://www.seotipss.com/difference-between-seo-and-sem/ • Social Media and SEO
ü http://www.seomoz.org/blog/the-social-media-marketers-seo-checklist • Registering your website with search engines & directories
ü http://www.wordsinarow.com/search-engines.html ü http://www.wordsinarow.com/wheretogo.html
• Google Adwords ü Adwords.google.com ü http://bit.ly/adwordsbeginnerguide
• Keyword Tool ü http://bit.ly/keywordtoolgoogle
• Traffic estimator ü http://bit.ly/trafficestimatorgoogle
Website Tracking with Google Analytics • Setting up Google Analytics
ü http://www.google.com/analytics/discover_analytics.html
• Inserting the tracking code ü http://bit.ly/kRp6bV
• What you can track ü http://www.youtube.com/watch?v=_qfG2d9etvk
Website: Encouraging People to Share • http://www.addthis.com/
Email Marketing • Guide to Email Marketing
ü http://blog.kissmetrics.com/beginners-guide-email-marketing/
• Do’s and Do Not’s ü http://bit.ly/emailmarketingdosdonts
• Campaign Monitor ü http://www.campaignmonitor.com/
YouTube • Setting up a YouTube account
ü http://www.youtube.com/watch?v=p_IZ6CAlxG8
• Uploading Youtube videos ü http://bit.ly/youtubeuploadtips
• YouTube analytics ü http://mashable.com/2011/04/20/youtube-new-partner-analytics/
• Customizing YouTube page ü http://mashable.com/2009/08/02/customize-youtube-channel/
Twitter • Setting up a Twitter account
ü http://www.twitip.com/how-to-set-up-a-twitter-account/ • Who to follow – How to get followers
ü http://www.searchenginejournal.com/how-to-get-twitter-followers/29960/ • Editorial calendar
ü http://www.ehow.com/how_7368194_make-twitter-editorial-calendar.html • Monitoring, Scheduling and Tracking tweets
ü www.hootsuite.com ü http://www.slideshare.net/hootsuite/hootsuite-infosheets-the-basics
• Using Hashtags ü http://mashable.com/2009/05/17/twitter-hashtags/
• Customizing Twitter page ü http://mashable.com/2009/05/23/twitter-backgrounds/
Blogs • Setting up a Tumblr blog
ü http://www.tumblr.com/why-tumblr ü http://www.makeuseof.com/tag/how-to-use-tumblr-to-easily-create-
a-rich-media-blog/
• Setting up a Posterous blog ü https://posterous.com/
• Using blogs to power websites (e.g. Wordpress) ü http://wordpress.lexty.com/ ü http://wpsitebuilding.com/
Blogger Marketing • Engaging Bloggers and influencers
ü Identify appropriate network (e.g. Nuffnang) or individual influencers ü Formats include advertorials, banners on blogs, inviting members to
events ü Track visits/actions arising from activities
• Digital Seeding - Getting the word out ü Build a list of high equity accounts within key local forums ü Manage and maintain accounts and keep track of postings ü Identify yourself – Brand rep or member of public ü Follow up – Don’t post, shake and leave ü Get patients to share their experiences
• Forum sponsorship ü Consider sponsoring a sub-forum
Social Listening: Know what people are saying about your brand • Free tools
ü Google Alerts § http://www.google.com/alerts
ü Social Mention § http://www.socialmention.com/
ü Hootsuite (Monitor, track & schedule Twitter conversations) § http://hootsuite.com
ü List of free Social Media monitoring tools § http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-
monitoring-tools/
• Paid Tools ü Radian6, Brandtology, Meltwater buzz
Questions?
Thank You!
Vincent Teo [email protected] @intersphere (www.twitter.com/intersphere) www.linkedin.com/in/vincentteo