modex 2012 social media boot camp
TRANSCRIPT
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Your Marketing Is Broken
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About Today…
• Download This Presentation on SlideShare
• We’re here to help…o Toward the end of dayoConsultations at your convenience
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What We Will Cover
Part 1• How has the Internet changed the way we
do business?• The Internet Marketing Landscape • Determining online potential• The convergence of Search and Social
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What We Will Cover
Part 2• Internet marketing in more detail
o Facebooko Google+o YouTubeo LinkedIno Mobile marketingo SlideShareo URL Shortenerso Twittero Search Engine Optimizationo Blogging
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What We Will Cover
Part 3• Social Media as a force multiplier • ROI
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How did we get here?
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How did we get here?
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Trust
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How products used to be purchased (before the Internet)
I need a …
Where do I get it?
Shop
Evaluate
Negotiate
Buy
Months
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… Today (in the Internet era)
I need a …
Where do I get it?
Shop
Evaluate
Negotiate
Buy
Online
Prospect contact
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The Internet Marketing Landscape
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Search Engine Results Page (SERP)
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Search Engine Market Share
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Social Media Platforms
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Your
Websi
teVertical Websites Soci
alMedia
0.75%
75
10,000
More Money
0.75%
94
12,50025%
25%
1.0%
125
12,500
0.25%
67%
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Determining online potential
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• Don’t let website designers pick keywords• Use words customers use• Examine competitor’s keywords• Position your content in the path of prospects
looking for your product or service• Provide clues about prospects’
concerns/questions• Facilitates development of content important to
potential customers
Keywords tell the search engines what your site is about
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Twitter Search
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Google Alerts
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The convergence of search and social.
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What has a combined Search (SEO) and
Social Media strategy meant to Site-
Seeker?
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• Influenced by:• Quality of content• Number of followers• Tweet volume
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• Influenced by:• Number of connections• Profile updates• Discussions created• Popularity of discussions
(comments)
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Part 2: Internet marketing in more detail
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Facebook - Is it this confusing for everyone?
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3 Banners
2 Admin Powers
1 Shortened url
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Shortened Facebook url
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Make it work for YOU
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Google+
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Google+ Business Page – Example
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Search Plus Your World
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YouTube – Why?
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Look & Feel
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Uploading Video
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Annotations
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Friends & Subscribers
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Engagement
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LinkedIn groups
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Company Pages
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SlideShare
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What is a shortened url?
Long URL: http://www.nonprofitfacebookguy.com/the-new-facebook-insights-explained-in-plain-engish/
Short URL: bit.ly/opMapt
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Advantages
• Less likely to “break”• Not as “messy”• Much cleaner looking• Simple• Portable• Easy to track your brand
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Details of bit.ly URL usage
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Twitter top 10 tips for business
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Community1Search Twitter for:• Brands• People• Keywords
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Direct Messages (DM)2
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ReTweets (RT)
• Great way to connect with people you want to engage with.
• Don’t just RT. Add value to the conversation.
3
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Hash Tags (#)4 #bbsmc#joltbolt
#
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Consistency5
XCONSISTENCY
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6“Push” tweetsare all about me!
10%PUSH
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“Pull” tweets areengaging and encourage conversation.
7
10%PUSH
90%PULL
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Building Rapport8
XRAPPORT
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Monitor Effectiveness9
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Management Tools10
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Search Engine Optimization
Relevance• Title tag• Keywords and
description• H tags• Content• Alt tags
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Credibility• Authority • Incoming links are
votes of confidence• Links from related
pages or sites• Related anchor text
Why links are important?
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Social Signals and SEO
Credibility• Social Signals (Author
/Human/Social Authority) • Twitter – authoritative people
lend their authority to pages they tweet
• ReTweets are the new links
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General Rule of Thumb
If a company can only survive (or thrive) locally…… then a portion of the people searching for the company’s products or services will refine their search using geographic modifiers
Country, State/Province, City/Town/Village, Zip/Postal Code
Local Search
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Yesterday Today Tomorrow
???
Blogging
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Establishing Credibility with Social
Media
Become the Expert
Create Accounts (Name Claim)
Grow Networks
Create Content
Distribute Content
Participate in Discussion
Lead Discussion
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Establishing Credibility with Social
Media
Become the Expert
Create Accounts (Name Claim)
Grow Networks
Create Content
Distribute Content
Participate in Discussion
Lead Discussion
It all starts with a blog!
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SM Platforms
Social Media
PublishedOnline Media
MarketSheet
White Paper
Press Release
Application Note
Intranet/ eLiterature
Conference Presentation
Website
Tech Paper
PublishedPrint
Media
BlogPost
Maximize Opportunities
Multi-purpose Content
Engaging:
- fans
- markets
- customers
YouTube
EmailCampaign
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Blogs establish you as the expert and
support a strong search engine
marketing plan
Social Properties
Dis
tribu
te
ProspectsInteraction
Branding
SearchEngines
Website (blog)Content
Rank
Ne
ed
More Info
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Part 3: Bring it together10 minute break
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Social Media as a force multiplier
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Step 1: Create Expert Content
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Step 2: Push content to various social
platforms
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Step 3: Socialize content within social
platforms
DiscussionsUpdatesTweetsRetweetsShare…
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Step 4: Achieve wide-reaching Search Engine
exposure
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Step 5: Grow your social reach social capital
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Step 6: Drive brand-favorable visitors to your expert
content
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Step 7: Gain visibility of your offering
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Step 8: Grow your business
$$$$$$$$$
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Google Analytics. . .• What is it?
o Website Traffic Measurement & Analysis Tool• Where Do you get?
o Freeo Webmaster to install
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Google Analytics: Key Features
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Google Analytics: Revenue/Lead
Generation
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Google Analytics: Revenue/Lead
Generation
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Google Analytics: Audience
Segmentation
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Google Analytics: Audience
Segmentation
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Source Audience Interactions Value
Google Analytics: Audience
Behavior
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Analytics:
Audience
Behavior
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Google Analytics Social Plugins
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Webmaster Tools: Key features
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Webmaster Tools
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Webmaster Tools
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Webmaster Tools
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Webmaster Tools
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True Reach
People Talking About This
Virality Friends of Fans
Facebook Insights
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Seeing it in action . . .
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The proof is in the pudding . . .
• Facebook referrals jumped 50%o The value of those referrals?
• Average time on site went from 1:30 to 7:10• Bounce rate dropped by 20%
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YouTube Analytics - What’s Reported• Views Reports
o Viewso Demographicso Playback Locationso Traffic Sourceso Audience Retention
• Engagement Reportso Subscriberso Likes and Dislikeso Favoriteso Commentso Sharing
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Views Reports
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ROI and Case Studies
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• Limited staff/dollars• Limited time• Too much competition for our marketing
dollar• Too much search engine clutter • Too many unqualified inquires • Internet technology changing too quickly
Case Study: Marketing Through The
Recession
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2009 Initiative – Revamp Online
Marketing Mix• Situation
o New websiteo Slowdown Q4 2008 – Q4 2009o Tired marketing program
• Goalo Reduce marketing spendo Increase qualified traffico Increase leads, proposals,
orders…
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Online Directory(bounce = 33.3%)
Organic (SEO)(bounce = 48.2%)
Pay Per Click (PPC)(bounce = 53.2%)
Dollars ($)
Cost Per Visit $10.37$2.06$0.70
Cost Per Sticky Visit
$15.37$3.98$1.49
Cost Per Contact Page Visit
$57.03$14.99$9.50
Organic traffic was the least expensive at the point closest to our goal• 37% less than PPC• 83% less than
Directories
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The Plan: 28% Decrease in Online
Spending•Refocused pay per click costs
•Decreased or stopped directory spending
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The Plan: Targeted Search Engine
Initiatives
August 2009 – July 2009
August 2009 – July 2010
208% Increase in traffic for “gear manufacturers”
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Result: 32% Increase in Conversions
does not consider phone calls
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• Customer’s goals, preferences, and decision process• Understand how customer’s will use the website• Interview stakeholders• Conducted user testing• Developed detailed persona description
o Personalityo Keywordso Desireso Process
Buyer Personas – Designing Website Around
Users
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• Website is a patchwork of good ideas• No flow or grand scheme• “…website must generate revenue!”
Buyer Personas – Designing Website
Around Users
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His Goal: learn and qualify
Client’s Goal: get spec’d in
Process: tech papers
Buyer Persona – R and D Joe
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1.
2.
1. select product2. click white paper
Buyer Personas – Designing Website Around
Users
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Buyer Personas – Designing Website Around
Users
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114.75%
Short Form Submission120 Long Forms Submitted142 Short Forms Submitted
262 Total
Powerful Simple Changes
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Jolt & Bolt . . .
Site-Seeker, Inc. 2011
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Here’s the impact:
Since we launched Jolt & Bolt on June 16, 2011 our content has been seen, heard, watched or viewed 3,160 times.
2,49957124 531
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Your Marketing Is Broken
…but you can fix it!