e-mail marketing, internet advertising, blog marketing, social media marketing 101 by janette toral
DESCRIPTION
Presentation focused on case studies in the Philippines with success metrics indicated. Janette Toral delivered this presentation during a corporate workshop on Internet Marketing 101 and Technology Applications for a multinational corporation last July 23, 2010. Due to limited time, Internet advertising was not discussed but included in this presentation handout.TRANSCRIPT
Internet Marke*ng 101
Jane/e Toral h/p://www.e-‐commercephilippines
h/p://www.blog4reviews.com
Internet Marke*ng
• Marke*ng of products and services over the Internet.
• For this presenta*on, focus on examples of: – Email marke*ng – Internet adver*sing – Blog marke*ng – Social media marke*ng
Internet Search emerges as the top online ac*vity.
Ac#vi#es showing significant increase at 95% confidence levels Base: Past month Internet users aged 10+ across Na#onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010
What people Search for on the Net
Base: Past month Internet users aged 10+ across Na#onal Urban Philippines who have used a search engine in the past month Source: Yahoo!-‐Nielsen Net Index 2010
Do you know what people say about you?
Social media is changing the rules of engagement
Base: Past month Internet users aged 10+ across Na7onal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010
E-‐mail Marke*ng
• Type – Series – Announcement based
– Newsle/er • Premise
– Permission given or implied
– Iden*ty disclosure – Unsubscribe op*on
• Tools – Regular email (bcc recipients)
– E-‐mail marke*ng system • GetResponse • Aweber • Constant Contact • FlowTown
E-‐Mail Marke*ng
• DigitalFilipino.com / Jane/e Toral situa*on – In 2003, contempla*ng whether a new e-‐commerce book will make sense in the market
– Test the market by offering the book content for free and get feedback.
– Test how much of the market will be interested in purchasing the book.
Results • Launched June 2, 2003 • Reached 1000 subscribers in one
month. 3000 by year-‐end 2003. • Conversion rate to paying buyers was
3% • Content revised 5x prior to publishing. • Book published by McGraw-‐Hill
Educa*on Asia – First Filipino author published. – Released May 2004 (sold out)
• Created a niche database – Organized DigitalFilipino E-‐Commerce
Forum in 2004 (Cebu and Manila). • Won CITEM E-‐Services Best e-‐Learning
Product Award runner-‐up for 2004.
New e-‐mail marke*ng systems like Flowtown.com has also integrated social media component.
Internet Adver*sing
• Pla_orms – Google AdWords
– Facebook – Yahoo Search Marke*ng – Friendster
Sponsored ads through Google Adwords
Sponsored ads through Yahoo Search Marke*ng
Social Media 101
• Content created by regular Internet users for each other using publicly accessible technologies.
Social networking 101
• Tradi*onal or in-‐person ac*vi*es done online.
Types of Social Media sites
• Blogs • Microblogs
– Twi/er • Social networks
– Facebook – MySpace – Friendster – LinkedIn – Plaxo – Ning
• Media sharing – YouTube – Flickr
• Social bookmarking / vo*ng – Digg – Delicious – StumbleUpon
• Review • Forums • Virtual worlds
Winners of DigitalFilipino Social Networking Awards 2010
On its 2nd year already, DigitalFilipino Club recognizes best campaigns annually using
social network / social media.
In 2009, Havaianas created a movement calling people to only "wear original" Havaianas flip-‐flops and curb the prolifera*on of local imita*ons and products that
bastardized the brand.
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Winner of DigitalFilipino Social Networking Awards 2010 (Media Sharing category)
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The campaign also leveraged customers' love for the brand and more importantly -‐ Filipinos' obsession with sharing photos on-‐line, as seen by the numerous posts on the pledge
wall.
This feature became the primary driver of site traffic as visitors shared their pictures on the pledge wall on their social network pages.
Havaianas Original: Results
Site traffic was generated organically by employing a very effec*ve SEO plan and integra*ng viral sharing features on the site.
In a span of only 57 days, we were able to get 54,000 visits (44,000 unique visitors) to the site and 3,700 photo submissions on the pledge wall with virtually no ad spend on-‐line / off-‐line.
In the end, the whole campaign was a success as the value of wearing original Havaianas flip-‐flops was reinforced by real people and true Havaiana*cos, which truly delivered a stronger and "purer" message than any other media-‐heavy adver*sing / PR campaign.
Brand Background Real Leaf green tea is the newest ready-‐to-‐drink (RTD) tea in the market launched mid-‐2009.
Real Leaf is brewed from 100% whole green tea leaves, naturally packed with Theanine, with a delicious hint of fruit and honey.
The Challenge • Reinforce strong challenger status by demonstra*ng
that key influencers have already switched into the brand
Winner of DigitalFilipino Social Networking Awards 2010 (Blog category)
Key Learnings • Incen*vized consumer engagement with the blogger community around a
strong concept can drive rich RESPONSE and online brand presence.
“What’s in it for me?”
iPod Nanos, cash & products
Big Idea
Real Leaf Paparazzi
Medium
Key Blogs & Blog Networks
= 150+ product-‐related photos
400+ blog posts
40+ related search results
1st place: Mommy Talks by Precious Bahin*ng h8p://www.mommytalks.net/2010/01/real-‐leaf-‐paparazzi.html
Search Results for: “Real Leaf” Google Top 10 results
Before: 1 video, 1 employee post Aner: 8 on the Top 10 search results
Key Metrics Dashboard
KPI Target Achieved % of Target
Blog Posts 20 400+ +2,000%
Search Engine Results 10 40+ +390%
Search Engine Results (Images)
17 in Top 20
What is a blog post campaign?
• Get bloggers to write about you – Press release
• Pros: fast dissemina*on • Cons: copy-‐paste; no pick-‐up
– Meet blogger (group or one-‐on-‐one) • Pros: gerng to know personally • Cons: pick-‐up (messaging / value challenge), cost
– Paid post • Pros: flexible on budget; message-‐focused, support SEO efforts
• Cons: search engine pick-‐up, reader pick-‐up • Placement done through PR, blog network, or direct.
Designing a blog post campaign
• Objec*ve • Type of write-‐up desired – Buzz – Website review – News release
• Messaging tone – Posi*ve – Nega*ve – Neutral
• Keywords – Word or Phrase – url or link
• Photos • Video • Amplify
– Twi/er – Facebook – Foursquare
Winner of DigitalFilipino Social Networking Awards 2010 (Micro Blog category)
Results
• P409,320 dona*on • 15,000 + tweets • 3 weeks • As of November, Globe has provided relief packages to 17,000 families in Marikina, Rizal, Mun*nlupa, Laguna, and Pangasinan. It has donated Php3 million to various founda*ons for the vic*ms of the floods.
Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
Results
• 50 high profile celebri*es contributed content • In less than a month aner its launch, US$15,000 was donated to Red Cross.
Winner of DigitalFilipino Social Networking Awards 2010 (Social Network category)
Results
• Lola Techie – Over 100,000 Facebook fans in just 4 months. – 4500 followers on Mul*ply. – 3000 followers on Twi/er. – 1884 followers on Plurk and 500 fans
• Bayan – Increased sales inquiries by 700%! – DSL sales grew by about 50% during the period when the commercial started airing and the campaign definitely contributed to the posi*ve overall business performance in 2009.
BACKGROUND Apl de Ap + MTV Asia + PH DOT
were in search for the next unsigned PINOY ARTIST
Winner of DigitalFilipino Social Networking Awards 2010 (Media Vo*ng category)
RESULTS >> over 1,000 entries in less than 2 week seed;
>> Quantity: Over 84 posts in 3 days >> Quality:
a. all linked URL b. all had branding
c. call to action to vote d. Twits made use of hash
e. niched to music, youth, lifestyle f. 30% of blogs 1st & 2nd pages of Y! & Google
4,000% ROI vs. CLIENT SPENDING
Slurpee / Grand Chase
Purchase a 22oz. Slurpee Grand Chase-‐themed Flavor Add P2.00 and get 1 of 9
Collectible Item Redemption Cards
Find the Slurpee / 7-‐Eleven NPC within Grand
Chase and enter your code
Get these awesome In-‐Game items!
Winner of DigitalFilipino Social Networking Awards 2010 (Virtual Worlds / Gaming category)
Slurpee Campaign KPIs • Opening weekend (Sept 25 – 27) • 22% sales increase of Slurpee vs the
same period in 2008 – Regardless of ‘BER’ months / Ondoy
• Total Campaign (Sept 25 – Nov 6) • 40% sales increase of Slurpee versus
pre-‐promo period
• 70% of total cards given away • 45K players redeemed
– Redemption still ongoing
The MARLBORO Black Lounge
An online member-‐get-‐member promo#on which aimed to grow the number of Marlboro Adult Smoker Database members, while at the same *me support the launch of the brand’s newest variant – Marlboro (Black) Menthol.
*Promo period: Sept 1 – Oct 5, or when the 50 Black Lounges are completed – whichever comes first.
Winner of DigitalFilipino Social Networking Awards 2010 (Virtual Worlds / Gaming category)
The Black Lounge Results
Number of Black Lounges created 359
Number of Black Lounges completed 114
Number of Participants 3,333
% of Newly Registered Participants 67%
Number of Lounge Members 2,974
• There was a 159% increase in online registrations (1st 10 days of another Marlboro online promo 2008 vs. The Marlboro Black Lounge 2009).
• Total number of newly registered par*cipants in the given *me frame (approx. one month) indicated very posi*ve results especially since communica*on materials distributed were very minimal (no print ads, no merchandising at Key accounts POS, no hard mailers, no key account promoter ops, no online banner ads).
• 50 Black Lounges were already completed by Sept. 16, two and a half weeks aner the start of the promo.
• 6/10 visits to the site during this period have resulted in new member registra*ons.
• Online contest open to all sulit.com.ph members
• Suli*zens were asked to create their own Valen*ne’s Day postcard for their loved one using any computer sonware, with a 5.83 x 7.87 dimension and email it to sulit.com.ph
Winner of DigitalFilipino Social Networking Awards 2010 (Forum category)
• Entries were judged according to its artwork, message, originality and impact
• Contest ran for almost 3 weeks
• Forum replies: 560
• No. of qualified entries: 318
http://buddygancenia.com/blog/rates - landing page for the link-building campaign.
- All the necessary information about the videographer, contact details, the products and services, the rates and sample videos are all in this page.
Winner of DigitalFilipino Social Networking Awards 2010 (Search Engine Marke*ng category)
KEYWORDS GOOGLE YAHOO BING
Corporate events coverage Philippines 1 1 1
Corporate video Philippines
1 1 1
Events video coverage Philippines 1 1 1
Events coverage Philippines
1 2 1
Corporate events coverage
2 8 4
Video coverage Philippines
5 1 2
Events video coverage
2 10 9
It increased the inquiry about 3 times. Bookings also increased from the time the campaign was launched.
RESULTS
Social influencers
• People who have influence on their peers heavily influenced by the quality and volume of content they share online to their peers. – Referent influencers – Expert influencers – Posi*onal influencers (peers)
Source: Social Media Marke*ng for Dummies (Shiv Singh)
Effec*veness Web 2.0
• Search • Talk or Write
• Share
h/p://developers.facebook.com/plugins
Twi/er stream
Source: Flowtown.com
Source: Flowtown.com
Source: Flowtown.com
Building Tribes
• Tell a story – Who are you upserng?
– Challenge the status quo • Connect a tribe
– Who are you connec*ng?
– Stage 1 to 5 • Life sucks • My life sucks • I’m great • We’re great
• Life is great
• Lead a movement – Who are you leading? – Establish a culture.
• Everyone is important.
– Being a leader gives you charisma.
• Make change – Commit
• Bring out the best in others. • Get recognized. • Outperform. • Overcome life's challenges. • Enjoy beeer health. • Be a top choice (win life's popularity contests: job, rela#onship, friendship).
The Likeability Factor by Tim Sanders
Building Power and Influence
• Pick a niche • Share what you know • Be different and stand out • Forge alliances • Be featured • Appear in search engine results
• Rank Higher In Google, Yahoo, Bing • Find interested buyers by hirng the right market • Increase conversion rate • Increase brand awareness • Personalized online strategy • Viral Marke*ng / Crea*ng a buzz • Control what people see online about you • Engage your target market
Managing your internet image -‐ Will people search for you? -‐ Will people write and talk about you? -‐ Will people share informa*on about you? -‐ Will people contact you?
The Needs
Source: SearchProfileIndex.com by 4thMediaCorp.com
Thank you!
h/p://www.e-‐commercephilippines.com h/p://www.searchprofileindex.com