media matters - online marketing seminar sept 2012
TRANSCRIPT
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Online Marketing Seminar27th September 2012
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Today
• LinkedIn’s latest changes • Is your email marketing working?• Content marketing for SEO
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2012 changes
• Targeted updates• Follower statistics• Commenting and liking• Twitter link• Profile pages• Company page changes
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LONDON — September 17, 2012 — LinkedIn, the world’s largest professional network with over 175 million members worldwide, has today surpassed its 10 millionth member in the UK – this means four out of five British professionals are now part of the business network.
LinkedIn Press Centre
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So what?
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Targeted updates
• Company pages can now target updates
• Helps to reduce the number of irrelevant posts followers receive and make updates they do see more valuable
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“Philips is claiming a 106% increase in follower engagement from using Targeted Status Updates.”
Source: Web Pro News June 2012
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Targeted updates
• All status updates are visible to everyone on the company page, no matter who they were targeted at.
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Follower statistics
• Provides insights about:– follower demographics– engagement levels– update impressions– total following– recent followers and the number of new
followers from month-to-month.
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Commenting and liking
• Comment and like updates made by individuals and companies.
• Increased level of interaction and engagement
• This information combines with the ‘trending in your network’ feature
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News/LinkedIn Today/Trending in your network
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Twitter integration change
• Tweets posted on twitter can no longer be automatically posted on LinkedIn.
• You can still post updates you make on LinkedIn to Twitter.
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Profile changes
• Image• Summary• Previous job titles• Contact info
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Before Now
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Is your email marketing working?
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Email marketing research
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Source: Exact Target Survey of 405 respondents 2012
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Source: Exact Target Survey of 405 respondents 2012
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Source: Exact Target - survey of 405 respondents 2012
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Email marketing trends
• More mobile users than ever scan emails on phone first
• Email marketing is still a popular marketing tool which gets results
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80%EMAIL OPENS ON SMARTPHONES AND TABLETS HAVE INCREASED 80% OVER THE LAST SIX MONTHS.
Litmus.com
- LITMUShttp://litmus.com/blog/email-client-market-share-stats-infographic-june-2012
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Source: EConsultancy Email Marketing Census 2012
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Email marketing tips 2012
• Subject lines• From• Calls to action• Signing up• Segment• Test
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Subject lines
• Should be ‘actionable’• Less than 50 characters long (or 20 if you
are optimising for mobile).• Test 2 different subject lines on a sample of
your database before sending the main email.
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“From”
• Sending an email that comes from an individual, company, or combination can have an impact on open rates.
• Test to see which is best for your target audience.
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Calls to action
• There should be more than one link to the main call to action in each email.
• Use a combination of hyper-linked to text and visual ones – recipients who do not read the text will gravitate towards buttons
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Sign up pages
• Restate the benefits of the receiving email communications on the signup page
• Include an example of typical email sent by your organisation on the signup page.
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Segment
• For best results• Possible ways to segment your
database:– Current customers/potential customers– Different business sectors– Services that are used
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Test
• Subject lines• Landing pages• Times of day/days of week• “From”• A/B Split testing• Offers
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The open rate for Test 1 was 35.4% compared to 50.0% for Test 2.
Test 1Real Time Information deadline: what you need to know
Test 2Legislation you need to know about
Subject line testingAugust 2012
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Source: Econsultancy Email Marketing Census 2012
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Content marketing for SEO
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Penguin and Panda
• Recent updates have changed search results
• Good content generates good links• Social and search are integrating• Content marketing is critical for SEO
today
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Meaning…
• Value added content on your website• Creating content for other websites• Make content more social friendly too
• http://www.brafton.com/infographics/why-content-for-seo
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How
• Make content great not keyword heavy• Attractive to social media• Create resources, blogs, tips, e-books,
news, online PR• Engage in forums and online
communities
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http://news.payplan.com/why-iphone-5-users-may-be-more-prone-to-debt-infographic/
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And finally
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News roundup
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Online Marketing Seminar27th September 2012