1. Presented by: Raul Vielma 561-820-4277 rvielma@pbpost.com Understanding Digital Trends in Media and Leveraging Them to Improve Your Marketing Efforts John Garcia 561-820-4296 jgarcia@pbpost.com April 20, 2011 RealSolutions.PalmBeachPost.com

2. What you can expect Understand WHY the Internet should be leveraged to improve your overall market opportunities and enhance your return on investment. The evolution of media consumption How to leverage free tools for better measurement and effectiveness The ins and outs of search Ways to get your business a better position in search results Basic analytics to understand your business/industry, traffic terminology/sources Website review Strategies to increase traffic to your site Online display advertising working for you Metrics for success 2 2

3. Increase in media choices continues to evolve In the beginning there was only one vehicle to reach consumers Now there are almost too many to count 3 3

4. 2011 not stopping media expansion… Augmented Reality 2011+ Advertising Social Coupons Mass adoption of QR codes 4 Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3ComScore, Dec. 2010

5. U.S. household technology adoption During 2010 85.9 million (73%) of U.S. households have broadband. 6.6 million consumers were forecasted to purchase e-readers. 8.3 million Netbooks and mini-PCs were purchased. Nearly 1/3 of U.S. households had DVRs – a 12.5% increase from 2009. 5 5 Source: The State Of Consumers and Technology: Benchmark 2010, US

6. Power of the Internet The Internet has revolutionized how consumers search, research, compare and purchase goods and services. The Internet has increased from 10% reach (1986)1to over 74%2 in 2010. Users spend an average of almost 14 hours a week online2. 6 6 Sources: 1OPA – A Day in the Life: An Ethnographic Study of Media Consumption – July 2006 2The State Of Consumers and Technology: Benchmark 2010, US

7. The New Shopping Paradigm 80% of consumers have used the Web for researching information about products and services1 yet only… 8% of retail sales occur online2 7 7 Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015

9. Market adults spent on average 10 hours per week online.

10. 70% have broadband connections (DSL or Cable).Do not access Access the Internet Monthly 74% 8 8 * DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties ** Index is a percentage showing the relationship of a set of numbers to a standard base with a number greater than 100 being above average. Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000 Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2

11. Who’s online? 47% of online adults are between 18 and 44 Nearly 2 out of 3 are college educated Nearly half (49%) have household incomes of $75,000 or more 62% are employed 9 9 Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000 Source: 2010 Scarborough Report, Release 2

12. 6 in 10 of local adults* are buying online What those 60% (895,200 adults) bought online (past 12 months) 10 *West Palm Beach-Ft. Pierce, FL DMA: 1,500,000 Source: 2010 Scarborough Report, Release 2

14. This has created the new “primetime” for reaching consumers when exposure to other types of media is at its lowest.11 11 Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011

15. 12 The internet, a world wide phenomenon

17. Are you using any free online tools (Compete, Google Analytics…)?

18. Do you leverage Search/Social media/Mobile?

19. Are you embracing new technologies ? QR codes Online marketing tools

20. PalmBeachPost.com always improving 14 The Post continuously monitors its website to make it more user friendly to visitors and advertisers. About 12 re-designs since its launch.

21. Maximize free tools Free blogs See how you compare Free web analytics Free websites/blogs 15 15

23. A two-dimensional barcode that holds alphanumeric characters, i.e. URLs, contact info, calendar data

24. Accessible on all major smartphones

25. Explosive growth: mobile barcode grew 1600% in 2010

26. Sometimes proprietary, sometimes open/freeSources: ScanLifeMobile Bardcode Trend Report, Jan. 2011 Bit.ly QR code DataMatrix barcode Microsoft Tag 16

27. search Why Anatomy Claim your business Measure traffic 17 17

28. Search Engine Marketing (SEM) The most-used search engine sites give you access to 93%of the West Palm Beach DMA adults online every month. 18 Source: 2010 Scarborough Report, Release 2

29. The Anatomy of a SERP (Search Engine Results Page) Pay Per Click = SEM Google Maps Organic = SEO Pay Per Click = SEM 19

30. Ten places to claim your business Google places: http://places.google.com/business Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx Yahoo! Local: http://Listings.local.yahoo.com/basic.php Yelp!: https://biz.yelp.com/claiming FourSquare: http://foursquare.com/business/ Ask: http://www.ask.com/local CitySearch: http://national.citysearch.com/profile/add_business. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback Localeze: http://webapp.localeze.com/extranet/sign-up.aspx Kudzu: https://register.kudzu.com/packageSelect.do 20

32. Visualize Data

33. Customize reporting

34. Multimedia Tracking21

35. SEO Tips Keep URLs short: No more than 255 characters Make navigation easy: Along the top or top & left Avoid too many clicks: No more than 4 clicks away from homepage Flash: use sparingly (doesn’t show up on mobile device) More info the better: at least 200-250 words of content 22

36. SEO Audit Tools Xinu Returns – a free web based SEO audit tool Dataopedia – a free web based SEO audit tool – with some competitive data Yellowpipe Viewer – view your site through the eyes of a spider Link Examiner – an application that will crawl your site and find broken links, redirects and more Google Webmaster Tools – provides detailed reports about your pages’ visibility on Google SEObook – a firefox plug-in tool provides a holistic view of your competitive landscape of search results 23

37. Traffic Metrics 24 24

38. Traffic Sources 25 25

39. Look at your competition Using sites like compete.com, you can see how your site is doing compared to your competition. 26 Source: compete.com

40. website Why Your business partner Questions to ask Strategies to enhance 27

41. A great user experience pays off Visitors who report great user experience are: It has been said that…“Bad home pages (or landing pages) are where good leads go to die” 28 2x 4x as likely to return to your site as likely to report enhanced brand opinion 4x as likely to report higher future likelihood to purchase A great user experience builds trust and rapport even before you ever do business 28 Source: compete.com

42. Have you met your business partner? Your website is working 24/7 to: Facilitate business transactions Generate leads Encourage prospects Build your brand Losing market share in the digital world quickly translate into “real” market share loss. 29 29

43. Asking the fundamental questions 1. What is this website offering? 2. How does this site satisfy my needs? Search/Research Shop/Compare Support 3. Now what? What do I do Where do I go What do I read 30 30

44. Strategies to differentiate yourself generate leads and grow your audience Web Assessment Newsletters Account / Log-in / Personalization! Online only specials / coupons (ex. sephora, chuck-e-cheese) Download brochure (IKEA) Special invitations, VIP offers Referral programs Social networking (facebook, twitter) Interactive location map/store locator Give them a reason to give you their contact information. 31 31

46. Brings users within ONE click of your website and information

47. Expands your audience reach

48. Measureable, trackable and beyond the click benefits

49. Flexible, dynamic and efficient

50. Branding Opportunities32 32

51. My ad was delivered, now what? Four things can happen once an ad is delivered Ignored Clicked on Interacted with Remembered Make message/creative impactful Make sure where they land is effective Make the experience informative Key word is view-through 33

52. Metrics for success Key indicators for ad effectiveness 34

53. 35 search SOCIAL Google Maps Organic = SEO mobile Display Collaborative Marketing