43. Results 158 million video views Sales increased 700% after videos launched 375,000 subscribers on YouTube Plenty of PR: National TV, radio, internet coverage, Social media marketers awed.
57. Factors for Social Media Success Have clear objectives Drive Action / Engagement Email stimulates action ID & manage active users, communities Go where fishes are, social comm. Be relevant Listen to what’s being said, and where Engage and add value to existing conversations Combine Offline & Online Act offline, share online Reference: http://www.slideshare.net/MarkjMcNally/tsb-social-media-kt-ns-feb-2010
61. Emerging Web Design Trends “Don’t make me think” Simple Navigation Large Headlines vs lots of text
62. Socialize Your Website Add social media buttons to your home page Add a Facebook Like box to your website Portal for your social media channels
63. Strengths & Weaknesses Strengths Effective for branding, sparking excitement with product announcements, information gathering from official source Weaknesses May appear ‘one-sided’, glossed over, fake Info may not be as ‘cutting edge’ as 3rd party sites
70. Strengths & Weaknesses Strengths Direct to your inbox Fast, repetitive Time consuming Weaknesses Easy to ignore Not personalized Repetitive, ‘spammy’
74. Strengths & Weaknesses Strengths Source of ‘alternative’ views, comments = transparency, better understanding Product reviews / testimonials are powerful to shape customer sentiment Great for PR Weaknesses Lots of clutter / overload of information No control over user sentiment
80. Strengths & Weaknesses Strengths It’s where the fishes are Repeat visitors, convenient channel to communicate Great for branding, short term engagement Weaknesses Hard to find direction/purpose, takes time Not strong for conversions without significant incentives
81. 131 million users, 55 million on mobile 31 million visit at least once a month
82. Social Networking in China 221 million people have blogs, largely in a diary-style 176 million Chinese connect via social networking system 117 million connect anonymously via bulletin board system Word of mouth is especially influential, since the media is not open. http://smartblogs.com/socialmedia/2010/03/31/social-media-and-china-what-you-need-to-know/
84. Company Website & Blogs Metrics Number of posts, comments Audience growth—unique and repeat visits Number of conversions – Adwords, site goals Conversion rate Subscribers Incoming links Technorati, Alltop and other directory listings SEO improvements, keyword rankings, and # ranked words The Definitive Guide to B2B Social Media, by Marketo
85. Social Media Networking Metrics Quantitative Fans, followers, page views Authority Velocity Channel performance Conversions Comments/posts Pages ranking on search engines ROI on Money and Time spent
86. Social Media Networking Metrics Qualitative Influencer sharing behavior Quality of conversation Enhancement of relationships with key audiences Enhancement of company reputation Identification & value of Influencers Fan likelihood to promote or offline event etc
88. Why it’s so important Monitor, repair, and manage the status of the business Stay in tune / connect with the customer, real time Develop marketing ideas Learn from the feedback it brings backs to you, whether positive or negative Reformat your promotional materials to minimize the effects of a possible reputation threat
102. 5. Leads / Conversions Subscriptions Sales (direct or affiliate) Application use Downloads Contact forms
103. 5. Leads / Conversions Me: “Hey Mr. Customer, do you mind if I ask how did you find me?” Client: “Oh yeah! last week I followed your tweet and read your post about the 7 examples of awesome personal brands…” New Prospects: 8 (6 from Twitter/1 from Facebook/1 from LinkedIn) New Clients: 4 (3 from Twitter/1 from LinkedIn).
108. 10. Money Spent (ROI) ROI = (revenue - investment) + X / investment * 100 What is your goal? Change in Revenue Number of leads Employee Retention or Productivity, cost of training Customer engagement, idea generation Social Good
114. Photo or Video Contests Varying levels of success Women more active with photo-sharing than men (*Pixable study) Running a photo or video contest outside of an app : violation of Facebook's Terms
127. Why Rich Media Rules It genuinely ENGAGES your audience Opportunity to present your brand’s personality (Quality) Content is King Highly likely to be shared (Viral)
128.
129. The results? 3 million social media views 19,000 Likes 9000 comments 88th most watched video on Youtube.
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133. Success on YouTube Focus on content, not on viewers A consistent audience requires consistent content. There is only one rule for content……and that is “What do you genuinely enjoy making?”
147. Social Media Game Plan Business Objectives Target Audience Social Media Strategies & Tools
148. Business Objectives “I would like to have 500 fans on my facebook page and 150 followers on my twitter account.” “I would like to increase the volume of traffic to my website and store by 50% over the next 6 months.” “I would like to capture 300 new leads using my “free offer” on my website.”
150. How will you build a community of trust? Offer regular investment tips, online chat support (through facebook groups) Create an ultimate SG teaching guide to classroom management, get teachers to submit their GCP’s Produce gadget reviews from everyday users, off the street, random people Provide exclusive content for sightseeing events published on facebook page
151. Social Media Strategies & Tools Design a Facebook Fan/Group Page, Add a Fan Page widget on the blog. Add a poll function to my Facebook page/website Set up a twitter account, gather exclusive content to share Create a contest & promote it to your Facebook, Twitter, website community Build community through Facebook Ads Publish content on slideshare, youtube
155. Rachit’s Profile 7 years of Search Marketing Experience Singapore’s first Google certified Marketer in Jan 2005 Dozens of Search Marketing Clients & Success Stories Over $500,000 of ad spend and $5 million of online sales managed
159. Activity Metrics Pageviews Unique visitors Members Posts (ideas/threads) Number of groups (networks/forums) Comments & Trackbacks Tags/Ratings/Rankings Time spent on site Contributors Active contributors Word count Referrals Completed profiles Connections (between members) Ratios: Member to contributor; Posts to comments; Completed profiles to posts Periods: By day, week, month, year Frequency: of visits, posts, comments http://www.thesocialorganization.com/social-media-metrics.html
160. Social Media Networking Metrics Quantitative Fans, followers, page views Channel performance Conversions Comments/posts Pages ranking on search engines ROI on Money and Time spent
161. Social Media Networking Metrics Qualitative Influencer sharing behavior Quality of conversation Enhancement of relationships with key audiences Enhancement of company reputation Identification & value of Influencers Fan likelihood to promote or offline event etc
162. ROI Measurement: Marketing/Sales Cost per number of engaged prospects (community vs. other initiatives) Number of leads/period Number of qualified leads/period Ratio of qualified to non-qualified leads Cost of lead Time to qualified lead Lead conversion Number of pre-sales reference calls (to other customers) Average new revenue per customer Lifetime value of customers
163. Customer Support Customer satisfaction Number of initiated support tickets per customer per period Support cost per customer in community
164. Product Development Number of new product ideas % of ideas from customers/prospects/community Idea to development initiation cycle time Revenue/Adoption rate of new products from community vs. traditional sources
165. HR Retention/Employee turn over Time to hire Prospect identification cost Prospect to hire conversion rate Hiring cost Training cost Time to acclimation for new employees
184. Picking The Right Keywords The keywords you select, define Your costs Your competition Your results Your ROI Your brand value Your success on search engines
191. What Makes Bad Keywords Generic, broad phrases (e.g. health tips) Most single word phrases (e.g. hair or bald) Too few searches Words that aren’t in the customer’s dictionary Anything with a celebrity’s name in it
192. Your Must Have Keywords Your company name Your brand names Your management team Your proprietary IP It’s not optional to market to these keywords!
196. 5 Ways To Sell It Internally P J M A S Pride – Paint a picture of #1 Jealousy – Show competitors Money – Cheaper than offline Awe – Show ‘em other experts Statistics – Real search statistics
197. Statistics – Most Powerful https://adwords.google.com/select/KeywordToolExternal
198. 3 Simple Things … Recap What Is Search Marketing Getting relevant traffic from search engines The Most Important Thing About It Picking good keywords, avoiding bad How To Sell Search Marketing To Your Boss Bring out your PJAMS, back up with statistics
200. If a tree falls in a forest … And no one is there to hear it … Does it make a sound?
201. The Need for Web Analytics If you have a lot of activities dedicated to sending traffic to your site … But you can’t accurately measure the results of those activities … Did that effort just go to waste??
212. Visitor (or Absolute Unique Visitor) A visitor is uniquely identified by a Google Analytics visitor cookie
213. Visit A visit (or session) is a period of interaction between a browser and website. Closing the browser or staying inactive for 30 minutes ends the session.
216. New vs Returning Visitors New Visitors have visited for the first time Repeat Visitors have previously visited the site
217. Bounce Rate A bounce occurs when a visitor only views one page The bounce rate is the percentage of visitors who left after viewing just one page.
221. What is a Goal? In Google Analytics, a goal represents a website objective, such as: A page viewed by the visitor once they have completed a desired action A specified amount of time spent by the visitor on the website A specified number of pages viewed by the visitor on the website
225. Funnels – Why Define Them? A series of pages through which a visitor must pass before reaching the goal A funnel allows you to: Examine where visitors enter and exit the conversion process Eliminate bottlenecks in your process Identify which site paths lead to most goal completions Use your findings to test changes on the site
229. What is Search Engine Optimization? Search Engine Optimization is the process of creating or updating a website to improve the site’s ranking in organic search results, with the objective of increasing the volume of quality traffic. This must be done on-page (site architecture, link structure, content, keywords, title tags, etc.) and off page (link building.)
231. Why SEO? Free visitors Qualified traffic Proven for conversions More leads More exposure Add value to users More targeted Less invasive, more receptive Reduce marketing expenses Stay competitive Measurable
250. Search – Largest share Growth Of Search: Marketers Voting With Their Dollars Search most dominant form of web advertising 3X growth every year since 2001 45 searches per month, per user
255. Vast Reach & Audience Reach billions of people, across the world – with just one advertising platform #1 search engine in 17 out of 20 countries measured Your customers search Google in their own language “Google is arguably the most global commercial Web site ever built.” – John Yunker, Chief Analyst, Byte Level Research
256. Affordable & Cost Control No minimum spend You decide the daily budget Choose how much to pay for each keyword Only pay when users click your ad More cost effective than Banner ads, Direct mail, Offline advertising Completely trackable – Shows how profitable each keyword is
257. Fast & Flexible Start advertising within 15 minutes Start & Stop whenever you want Unlimited changes, no charges Target ads by location, language & topic Ability to test multiple ads at once
267. Calculating your SEM budget: No. of Sales Conversion Rate (%) No. of Visitors Cost Per Click ($) Budget
268. Calculating your SEM budget: An Example Your marketing goal is to sell 100 Creative Sounds Systems globally every month CPC for “Creative Sound Systems” = $1.16 Your website converts2%of its visitors Each sale would cost $58 or 1 sale per 50 visitors 100 systems sold would cost you $5800/ month
273. But Wouldn’t You Like To Know … How visitors are finding your site? How they navigate through it? What are they looking at? How long are they staying there? Are they coming back? Are they local? ….. …..
275. Ways to Read Reports Online Interface Profiles Giving Access to Members Downloadable PDFs XLS files
276. Answers for What browsers are they using? Do they use Flash? What about Javascript? Which campaigns are bringing sales? What keywords are good for business? What’s the ROI on my marketing investment? Where do people drop out of our sales funnel? designers marketers management
280. Finding Your Tracking Code Go the “Analytics Settings” Click on “Edit” for the appropriate profile Click the “Check Status” in the top right corner Your tracking code and instructions for how to add it to your site will be displayed
282. Custom Website Setups Basic tracking code works with most site setups However, some situations will require small changes to your tracking code Common examples: Track multiple domains in one profile Track more than one subdomain in one profile Track multiple domain aliases
287. Making Sure Each Page Has The Tracking Code SiteScan is a free tool at www.SiteScanGA.com Checks each page on your site for the code Created by third party developer EpikOne
288. Installing GA Tracking Code In this lesson, you will learn: how to create a new account where to place the Google Analytics Tracking Code about website setups that require customization how to verify installation Video http://services.google.com/analytics/breeze/en/installing_ga_code/index.html
291. Group Breakout Is the code currently installed on … Home page? Major pages? Support pages? Island Landing pages? What processes should be put into place to ensure all new pages have the GA code embedded in them?
306. Narratives and Scorecards The narrative summarizes the traffic that’s included in the report The scorecard provides metric aggregates and averages
307. Quick Segmentation Use the Dimension menu to segment table data by Source, City, Campaign, etc.
324. 1. Campaign Name Name – Strategic Title for Campaign Chinese New Year promotion (cny) Christmas promotion (christmas) Autoresponderfollowup sequence (autoresponder) Winter Olympics (winterolympics) Be Connected (beconnected)
325. 2. Campaign Medium Medium – Online Source of Traffic Banner Ads (banner) Email Blasts (email) Search Advertising (cpc) Television Commercials (tvc) Direct Mail (directmail) Social Media (socialmedia)
326. 3. Campaign Source Source – Name of specific referrer Google (google) Yahoo (yahoo) Facebook (facebook) StreetDirectory Banners (streetdirectory) April Newsletter (newsletter4)
327. 4. Term & 5. Content (both optional) Term – Identify paid keywords Content – Used to Differentiate Ads Ad with Child (childad) Ad with Computer (computerad) Ad with Guarantee (guaranteead)
328. Google Analytics URL Builder Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
330. Tagging the URL Builder (Step 2) Source – Publication sending traffic (Twitter, Yelp, Facebook) Medium – Type of traffic (CPC, Social Media, Email)
331. Tagging the URL Builder (Step 3) Source – Publication sending traffic (Twitter, Yelp, Facebook) Medium – Type of traffic (CPC, Social Media, Email) Campaign Name – Title of campaign or initative (Christmas)
332. What does it finally look like? http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten
333. Exercise - What Are Your Campaigns ? For every campaign, list out … Source * Medium * Name * Term Content Break into your department teams & take 10 minutes!
335. Videos To Explain Goals & Funnels http://services.google.com/analytics/breeze/en/goals/index.html http://services.google.com/analytics/breeze/en/interpreting_reports_funnel/index.html
336. What is a Goal? In Google Analytics, a goal represents a website objective, such as: A page viewed by the visitor once they have completed a desired action A specified amount of time spent by the visitor on the website A specified number of pages viewed by the visitor on the website
338. Possible Goals Ecommerce Sales Software Download Account Signup Contact Form White Paper Downloads Flash Events (Audio/Video plays)
339. Goals – Three Types A URL Destination goal triggers a conversion when a visitor views the page you specified A Time on Site goal triggers a conversion when a visitor spends more or less time on your site than the threshold you set. A Pages/Visit goal triggers a conversion when a visitor views more pages or fewer pages than the threshold you have specified
340. Funnels – Why Define Them? A series of pages through which a visitor must pass before reaching the goal A funnel allows you to: Examine where visitors enter and exit the conversion process Eliminate bottlenecks in your process Identify which site paths lead to most goal completions Use your findings to test changes on the site
342. Exercise – What are your Goals? Come up with 10-15 goals to track for your dept For each goal … Is it a page view or download goal? Is it a time spent on site goal? Is it a pages/visit goal? If it’s a Page View / Download goal … Define the funnel that leads to the goal
344. Video Explanation In this lesson, you will learn: how to set up internal site search why internal site search is important how to find site search information in your reports how to interpret the Site Search Usage, Terms, Start Pages, and Destination Pages reports how to use Search Refinement and Search Navigation options with the Search Terms report how to set up and analyze Site Search Categories how to find Site Search Trending how Site Search metrics differ from the metrics in other reports http://services.google.com/analytics/breeze/en/internal_site_search/index.html
346. Video Explanation In this lesson, you will learn: Why you need to segment your audience how Advanced Segments differ from filtered profiles to apply an Advanced Segment to your reports how to create and modify an Advanced Segment http://services.google.com/analytics/breeze/en/advanced_segmentation/index.html
347. Summary – Important Advanced Segments Bounced visits Visits that dropped out of the funnel Brand keyword visits Brand keyword (organic) visits Brand keyword (paid) visits Non-brand keyword visits Non-brand (organic) visits Non-brand (paid) visits First-time buy visits Return visit buys
349. Video Explanation In this lesson, you will learn: how to create, save, and edit a custom report Why different people might need different reports http://services.google.com/analytics/breeze/en/custom_reporting/index.html
350. Group Breakout What do you need to see in your report? Which dimensions? Which metrics? Who else needs to see this report? What analysis do you read from it? What actions can you take from it?
353. There was no way to peek in Google’s head … No way to know If you were getting banned If your site had structural problems See what searches you show up for Tell google the difference between regular & mobile search
361. The Biggest Handicap Online … Is working blind – without knowledge of your industry or competition Enter Google Alert – it can help notify you of any changes on the Internet Use it to track Industry News Blogs & other websites Competition’s moves
363. Recommended Alerts Daily Alerts/Feeds Your brand name Your competition brand names Weekly Alerts/Feeds Your primary adverting keywords Authority news sources in your industry
367. Every keyword is its own market … Different set of competitors Different philosophy behind search Different search volumes Different kind of search results Very different markets!
368. Keyword Analysis – From A User’s Eyes Intent – Is the user trying to research? Or make a decision? Competition – Who are the other top results? What are they offering on their landing pages? Category – What type of information shows up? Editorial? Promotional? Corporate-speak? How can youroffer best match the expectations from this keyword?
378. Select Keywords by … Subjective relevance Would I want this keyword associated with my brand? Estimated conversion Will it lead to a sale? Or will it attract just surfers? Past Data Trends Actual conversion data from Analytics/AdWords Amount of competition Is your budget big enough to fight for this keyword?
380. Site Architecture / Sitemap is Critical The GoogleBot’s Life Your sitemap & links are the language it understands If it’s not content rich, it won’t rank you Focused content You need one optimized page per keyword Should have content, relevant media & links Rich in Content More Pages = More Authority All pages should be interlinked with navigation &subnav
382. Architecture– Links & Calls to Action HTML links to other sites, or other pages increase the weight of a landing page Link to other relevant articles Relevant products Avoid paid links
386. Content– Title Tags First, most prominent piece of text for any page on your site First function, search engine visibility Second function, call to action Unique, descriptive title of 5 to 10 words (69 to 75 characters) First three words – keyword Ensure it’s a phrase people can read
387. Content – Heading Tags <h1> and <h2> tags tell Google what’s important Avoid using images, HTML formatting & flash for headlines. Use CSS formatting instead. Write multiple headlines relating to the topic Focus on conversion – lead user to an end result
388. Content – Body Text Google also measures keyword proximity and Keyword density In each landing page, let the main keyword appear 3 to 10 times Keep the body of the text between 400 and 900 words
391. Link Popularity - Directories Directory Submissions Outsource to an external company http://www.submitinme.com/default.aspx Almost extinct, don’t spend too much effort
392. Link Popularity - Blogs A blog is a natural link magnet People are encouraged to cross-link, comment Start a blog on your topic Write articles relating to your major keywords Submit blog to major RSS feed directories Find other blogs and manually leave comments, build friendship for cross-links
393. Link Popularity – Press Releases & Articles Articles Less relevant, more of a numbers game Rarely lead to conversions, but great for PageRank Press Releases Harder to craft, more exclusive, more expensive Can lead to spurt of traffic & sales Must have a newsworthy element to it
398. Types of Spam (Page 1) Reciprocal Link Trading Cloaking Promoting Keywords not related to your Web Site Keyword Stacking Keyword Stuffing Hidden Text Tiny Text Hidden Links
399. Types of Spam (Page 2) Artificial Link Farms Redirects Mirror or Duplicate Pages Doorway Pages, Gateway Pages or Hallway Pages Domain spam & Mirror Sites Typo spam and Cybersquatting Automated Blog Spam
401. Usability – Speed of Loading Major factor in Landing page quality score for both SEO and PPC Slow pages = bad user experience Shoot for less than 100 kb Optimize by lowering image quality, less graphics and cleaning up code
402. Usability – Clear Branding Have a clear logo on top right, contact information on top left Headline Large font 4-8 words Clearly spell out what’s on the page Have a benefit for the reader Probably contains keywords
403. Usability – Ease of Reading Text Use common fonts (Arial, Verdana, Sans Serif) Use bold dark colors on white background Have headlines and short paragraphs Images & Videos Have an explanatory image or video Keep the good stuff above the fold
404. Usability – Time Spent on Site Google can track how many people click the “back” button People can also move pages up or down in rankings Watch your web analytics Keep the bounce rate down Increase the time spent on site
405. SEO & Social Media – Friends Forever! Content + Links = SEO Success!
406. 99% starts with search but… 18% searches start with Social Media(Wikipedia, Social Media Networks, Blogs) Gradually overtaking informational websites
407. Content + Links = Search Engine Success! Share articles, press releases, PPT slides presentations, photos, PDF files Helps with link authority (PageRank) Links = Website link on your profile page, share articles on social networks More Links = More Exposure URL Shorteners (bit.ly) help with PageRank
408. Social Networks You Must Be On Articles Facebook Twitter Digg Delicious Reddit StumbleUpon
409. Social Networks You Must Be On Profiles LinkedIn PFD’s SlideShare Scribd Media YouTube Flickr
410. And so many more… Be visible where your audience is.
411. Optimizing Your Social Media Links Be consistent with your keywords Use the Google Keyword Tool for ideas Title – contains keywords Description – attractive & accurate summary of your content, contains more keywords Tagging – don’t forget
414. Ad Distribution:Customer’s perspective Other 25% The Google Network reaches 75%of Internet Users worldwide* network 75% Content publishers, including: Google properties, including: Search partners, including: 406
415. Keyword Campaigns Target by relevant keywords. Ad appears on Google.com (text ads) Google’s Search Partners (text ads) Relevant pages on Google’s content network (text ads, expanded text ads, image ads, video ads) You pay only when someone CLICKS your ad Text Ads Expanded Text Ads Image Ads Video Ads
416. Keywords areTraditional Everyone knows keywords Google’s flagship product Developed for six years Strong analytics & transparency Conversion tracking Display statistics Click metrics
417. Site Targeted Campaigns Target by choosing sites. Ad only appears on the sites you choose. Only shows expanded text ads, image ads, video ads You pay only when someone SEES your ad You bid CPM – The amount you’re willing to pay for 1000 visitors to see your ad Typical CPM rates start from $2 / 1000 visitors Expanded Text Ads Image Ads Video Ads
418. Ad Distribution:An Advertiser’s Perspective Keyword Campaigns Site Targeted Campaigns Text Ads Expanded Text Ads Expanded Text Ads Image Ads Image Ads Video Ads Video Ads
420. A Typical Text Ad Ad Title (25 character limit) Ad Text (35 character limit) Display URL (35 character limit)
421. Clicks People who click on your advertisements Cost you $$$, everytime somebody clicks
422. Impressions Number of times you ad shows On Google Search Content Partners (Gmail, NY Times, About.com etc) Popular keywords: 1000s of impressions/day Rare keywords: <100 impressions/month
423. CTR – Click Through Rate For every 100 people that see your ad How many click it? Example 1000 impressions 34 clicks 3.4% CTR
424. CPC – Cost Per Click When somebody clicks on your ad You pay Between SGD .02 and SGD 20 (every time) Different CPC for search, content &placement
425. Conversions – the Magic Juice Conversion An action by your website visitor that makes you money (E.g. Sale or Email opt-in) Conversion Rate For every 100 visitors, how many conversions Cost Per Conversion How many $$$ does it cost per conversion?
426. Google Adwords Tool: Priceless! https://adwords.google.com/select/KeywordToolExternal
428. Two Types of Search Engine Marketing Conversion & Sales Less than 5 keywords Intense focus on ad & landing page testing/optimization Costs less, but harder work Branding & Visibility 20 to 20,000 keywords 5 to 100 content properties Costs more, but less work
429. Conversion & Sales Focused Reach Few keywords, each keyword is a market on its own Focused, targeted reach Effort is Targeted On keyword pruning and finding negative keywords On creating text ad variations On creating landing pages & testing them
430. Sales Focused – Keyword Selection Pick your favorite 5 keywords The top 50 popular traffic keywords Very relevant Have a landing page in mind for each keyword
431. Sales Focused – Campaign Setup Set up a new keyword campaign “Popular Keywords” Set up an individual ad group for each keyword selected Select only “exact match” and “phrase match”, not “broad” Select the most relevant landing page
432. Your Campaign Setup Your AdWords Account Campaign # 1 Popular Keywords Other Campaigns Ad Group # 1 “acne” Ad Group # 2 “acne scars” Ad Group # 3 “acne cure” “acne” (exact match) “acne cure” (exact match) “acne” (phrase match) “acne cure” (phrase match) “acne scars” (exact match) “acne scars” (phrase match)
433. The Sales Funnel Ads need to connect to customer needs Test often to find the right message Google ad 1 acne scars Landing Page 1 Ad Group # 2 “acne scars” Google ad 2 acne scars Landing Page 2
434. Branding & Visibility Send me traffic! Huge reach, lots of keywords & site placements Broad, more generic reach Effort is spread out On create text, image, video ads Expanding list of keywords & site placements On creating landing pages & testing them
435. Branding & Visibility– Keyword Selection Highly relevant keywords Give them their own ad groups of 2-3 keywords Bid to reach position 3-5 in search Medium relevance keywords Group them into ad groups of 10-25 keywords Bid to reach position 7-10
436. Visibility – Ad Placement Selection Search & Content Network: Where do you want your ads to show up? Eliminate irrelevant (Content Network) sites if needed Organize sites into themed ad groups & campaigns
437. Visibility – Ad Variety Image, video, placement and text ads Image and videos are more engaging (higher conversions)
438. Visibility – Sales Funnel Get traffic from everywhere! keyword, content &site-themed campaigns Show a variety to your target market using text, image and video ads Success! More traffic!
Benefits of it? Personally: connect with more people more often, learn about topics you would never typically encounter,
Khaled Said, a 28-year-old Egyptian from the coastal city of Alexandria, Egypt, was tortured to death at the hands of two police officers. Several eye witnesses described how Khalid was taken by the two policemen into the entrance of a residential building where he was brutally punched and kicked. The two policemen banged his head against the wall, the staircase and the entrance steps. Despite his calls for mercy and asking them why they are doing this to him, they continued their torture until he died according to many eye witnesses. Khaled has become the symbol for many Egyptians who dream to see their country free of brutality, torture and ill treatment. Many young Egyptians are now fed up with the inhuman treatment they face on a daily basis in streets, police stations and everywhere. Egyptians want to see an end to all violence committed by any Egyptian Policeman. Egyptians are aspiring to the day when Egypt has its freedom and dignity back, the day when the current 30 years long emergency martial law ends and when Egyptians can freely elect their true representatives.
Obj: raise funds, engage wider community, get them to voteAction: Make it easy for them to interact / engage
Go over each area and tell them what it is, and what applications it’s used for. Give them some ideas on how people have used it.
The hub of your business, tone? Transparency, simplicity, ease to check out your other social profiles
Mail chimp
AirAsia is well-known for having an active presence in social media and blogging, to forge a close relationship with customers. Unlike any other corporate blogs, the folks there put themselves into the shoes of a typical blogger, publishing journals of their culture and working lives. I would say it looks more like a personal blog, with the use of rich multimedia such as photos and videos.What’s interesting is that they give their readers the opportunity to submit guest posts, and encourage them to write about their experiences on trips to countries they have recently been to.This type of informal style of corporate blogging can easily gain “sticky” readers, who will likely become potential customers.
where your customers provide feedback for future product development. Read more: http://blog.hubspot.com/blog/tabid/6307/bid/5870/4-Ways-to-Make-Your-Corporate-Web-Site-More-Social.aspx#ixzz1LjePxhJb
Lots of traffic/eyeballs, a place people go often, open to message,Sponsored articles, ads, articles etc- A lot of info, clutter,
. This is the portion of your company’s social networks (e.g., Twitter, Facebook) that actively engages with your social media content (e.g., Twitter, Facebook Pages, etc.) Is your collective members, followers, fans network growing, and is there interaction with your content?
So, you have a highly active social network and members are talking about your company or the company’s brands. Measure and track both positive and negative mentions, and their quantities.
or most marketers, photo-sharing can help build brand awareness and encourage consumers to interact with the company. LIPTON Brisk iced tea partnered with mobile photo-sharing app Instagram for a campaign prior to the 2011 South By Southwest (SXSW) Conferences and Festivals. Fans were encouraged to take pictures through Instagram and tag them with #briskpic to be entered in a photo contest. The winning photos were included on a limited-edition can of the drink during SXSWhttp://www.emarketer.com/Article.aspx?R=1008281&dsNav=Ntk:basic|%22photo+contest%22|1|,Rpp:25,Ro:-1
Costly, maybe low quality, but highly engagingDeveloping social games is a creative way companies today can leverage to boost their reputation. They take advantage of Facebook’s half a billion users worldwide by getting them to play the game, love it, and then indirectly increasing product sales or TV viewerships like the example of Discovery Channel’s Deadliest Catch.
1. Make Content Increasingly Relevant2. Go Where Your Customers Are3. Loosen Control from the Top4. Decide What Channel to Use for What Purpose5. Let the Conversation Happen
Set up account, add followers, follow, tweet, retweet, direct message, lists, search terms
Google Analytics is a free Web Analytics / Statistics tool that is hosted by Google. Google Analytics shows you how visitors actually find and use your site, so you’ll be able to make informed decisions about the site design and site content, improve your site’s ability to convert more visitors into customers, track the performance of your keywords, ad and other marketing campaigns
FordDirect found real ROI with a cost-per-sale below $100 using Google AdWordsLaunched in August 2000, Dearborn, Mich.-based FordDirect.com is a unique joint venture between Ford Motor Company and 3,900 U.S. Ford Motor Company franchise dealers. FordDirect enables car shoppers to build, price and view inventory of new and used Ford vehicles online. Local dealers provide offline support by stocking vehicles, arranging test drives, handling trade-ins, locating hard-to-find vehicles and servicing cars and trucks after the sale. FordDirect sold more than 180,000 new vehicles in 2003, its first full year of operation, and the number of sales is expected to grow considerably in the future. Approach To keep pace with the growing consumer expectation that every step of the buying decision for vehicles can occur online, FordDirect began exploring the requirements for a website to attract buyers not just browsers or information-gatherers three years ago. A challenge then and now, says FordDirect president and COO Steve St. Andre, is to attract car buyers to the website "throughout all stages of the purchase consideration process." A key element of FordDirect's marketing effort, St. Andre says, is Google. "It opened our eyes to the potential of reaching buyers more effectively through keyword advertising," he says. FordDirect initiated a Google AdWords™ campaign in June 2003. The company's two major goals were to attract shoppers to the online tools and services FordDirect offers, and to convert lookers into Ford buyers.ResultsFordDirect tracks three important online metrics: conversion of click to lead; cost-per-lead; and advertising cost for every vehicle sold. "We were amazed from the start by the volume and quality of traffic that Google has provided to the FordDirect business," says St. Andre. "We learned quickly that search advertising has the ability to target customers at levels other online media cannot match." Since initiating a keyword advertising campaign with Google, St. Andre continues, "Our volume of traffic has increased consistently, and driven more customers to Ford dealers." St. Andre says the level of traffic Google could generate was never in question. "But what we were most impressed with was Google's ability to drive relevant traffic by narrowing in on the keywords that provided the best ROI." St. Andre knows precisely what his return from Google AdWords is: a steady conversion rate of more than 5 percent from clickthrough to active lead. What's more, with AdWords, the cost-per-lead remains under $5. In addition, he notes, "The ultimate measure is our advertising cost-per-vehicle sold. With AdWords, we're spending less than $100, tracking the offline purchase from online lead." Compared to the traditional media spend, Google provides FordDirect significant savings: In 2002, auto manufacturers spent $508 on average to advertise each vehicle sold.* For FordDirect, there's not much nostalgia for pre-Internet days. As St. Andre puts it, "Because using Google has kept our cost-per-lead and our cost-per-sale so low, we've been able to allocate a greater portion of our budget to Google keyword advertising and deliver more customers in the process." Which is why, he concludes, "Google AdWords will continue to grow as a percentage of FordDirect.com's total marketing spend."
Google Analytics is a free Web Analytics / Statistics tool that is hosted by Google. Google Analytics shows you how visitors actually find and use your site, so you’ll be able to make informed decisions about the site design and site content, improve your site’s ability to convert more visitors into customers, track the performance of your keywords, ad and other marketing campaigns