1. The Social Approach
to Online Marketing

2. I’m back!
 Mass Communications graduate
 Started SEO in 2006, worked as
SEO professionally in 2008
 Worked for a Public Relations
company (specializing in issues
management, advocacy and
political campaigns) for almost 4
years.
• Currently,
 Online Marketing Manager for a
company in travel and
accommodation niche
 Social Media Analyst for a
Singaporean company
 SEO Consultant for local
businesses www.sheiladelapena.com

3. Online Marketing
Search Pay-Per-Click
Traffic
Engine
Building
Optimization
Conversion
Website
Analysis
Design
Email
Management Marketing
Content
Planning and Creation &
Execution
Management
Offline
Marketing
Online Social Media
Integration Marketing Management
www.sheiladelapena.com

4. Online Marketing
“There is no black magic
to successfully attracting
customers via the Web.”
-Rand Fishkin
www.sheiladelapena.com

5. Online Marketing Fast Facts
86% of people skip TV Ads
www.sheiladelapena.com

6. Online Marketing Fast Facts
The Spam filter is now social
www.sheiladelapena.com

7. Online Marketing Fast Facts
44% of Direct Mail is NEVER even looked at
www.sheiladelapena.com

8. Ranking Algorithm
context
+
authority
www.sheiladelapena.com

9. the Social Approach
Social is about being connected and engaged
with your customers and/or target audience.
content
creation
Buzz Link
generation building
www.sheiladelapena.com

10. Actionable Social Media Data
Communications strategy 27%
Almost 30% of senior marketing executives
Customer service enhancements 18% engaging in social media monitoring
incorporate the information into their
Media planning 14% communications strategy, according to
data from WebLiquid and RSW/US.
Organic search optimization 13%
Customer service enhancements –
ranging from automated search engine
Paid search optimization 10%
alerts to specific data queries and third-
party research – followed at close to 20%.
Display advertising optimization 8%
Other relatively popular answers include
Other 5%
media planning (almost 15%) and organic
search optimization (more than 10%).
Source: WebLiquid and RSW/US
www.sheiladelapena.com

11. “What’s In It For Me?”
Expect access to exclusive EaxctTarget reports that more
content, events or sales 58%
than six in 10 (63%) Facebook
Expect discounts or
58%
promotions through Facebook users who “like” a brand or
Expect to receive updates
47% product on Facebook expect
about the co. to the newsfeed
something in return. Results from
Expect the company to post
39%
updates, photos or videos to newsfeed
“The Meaning of Like” indicate
Expect to share with friends,
family and/or coworkers 38% that a leading 58% of Facebook
Expect the name of co. likers expect both access to
to show up on my profile 37%
exclusive content, events or
Do not expect
anything to happen 37% sales, and discounts or promotions
Expect the co. to send more relevant
36%
through Facebook. Only 37% do
content based on my public profile
not expect anything to happen.
Expect to interact with page
owner (e.g., brand, person) 28%
Expect the co. to access data
in my public profile 27%
Expect the co. to contact me
through other channels 24% Consumer Expectations for Brand Liking
% of Facebook users, September 2011
Source: ExactTarget
www.sheiladelapena.com

12. 5 Principles
• Fit and match the activity to the goal
• Listen to the conversation and engage
• Evaluate your ability to create content
• Recognize your limitations
• Monitor and measure your
performance
www.sheiladelapena.com

13. 5 Steps Process
1. Research –
product/service, brand, competition
(SWOT)
2. Identify objectives and metrics –
consider: image building (comunicating
brand promise), engagement
experience, user experience
3. Develop a strategy
4. Implement
5. Monitor and measure performance
www.sheiladelapena.com

14. Some Ideas:
Guest Blog Post
• do some research. select blogs that are aligned
with your audience and topic.
• network and look for opportunities to guest post on
top industry blogs.
• deliver your best work, making it hard for anyone to
turn away your great article.
• create a landing page to which visitors will land
and convert.
• plan the seo terms you are optimizing for.
www.sheiladelapena.com

15. Some Ideas:
Contest
• give away valuable prizes (ideally, related to your
product or service).
• select a social contest platform, incorporating
popular networks.
• provide clear rules for contest participants and
keep them simple.
• check rules, guidelines or laws.
• use a simple winner selection system like
random.org
www.sheiladelapena.com

16. Ranking Algorithm
context
+
authority
+
social graph
www.sheiladelapena.com

17. Your Inputs are important to me
I hope I was able to provide you with
valuable information.
Please help me improve my
presentation by answering a short
feedback form here.
Thank you!