www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Elements of Online Mar...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  <ul><li>AlterSage  was...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Introduction to online...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Search Engine Optimisa...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Pay Per Click Consulti...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Web Copywriting Web co...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Website Usability The ...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Conversion Analytics T...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Affiliate Marketing A ...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Email Marketing (stric...
Introduction to Social media www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: alte...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Online Brand Building ...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Online Reputation Mana...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Viral Marketing AlterS...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Social Media Marketing...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Facebook Application D...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Multi Channel
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  Why is online media so...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 AlterSage:  Effective ...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 About Perdeberg Winery...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 The Challenge AlterSag...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 Results <ul><li>Facebo...
Perdeberg took it one step further… Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 AlterSage:  Effective ...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 About Exclusive Getawa...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 The Challenge Exclusiv...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 Results
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 Results Continued… 7.2...
Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 Results Continued… Com...
www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage  What could we do for y...
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Elements of Online Marketing

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Elements of Online Marketing

  1. 1. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Elements of Online Marketing Christine da Silva
  2. 2. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage <ul><li>AlterSage was founded in 2006 </li></ul><ul><li>Offer innovative online marketing solutions </li></ul><ul><li>Custom created to specific needs and goals </li></ul><ul><li>Aim of our strategies: increased brand awareness </li></ul><ul><li>increased traffic </li></ul><ul><li> lead to increased leads and sales </li></ul><ul><li>Overall focus of our strategies: results </li></ul><ul><li>Experienced in markets in SA, USA, UK and greater Europe </li></ul><ul><li>Team: Copywriters, strategists, campaign managers, account </li></ul><ul><li>management, sales & marketing, design and development </li></ul>AlterSage | Who We Are
  3. 3. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Introduction to online media
  4. 4. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Search Engine Optimisation (SEO) The key to commencing a successful online marketing campaign. It is the crux upon which the other techniques build. A strongly optimised website will harvest long-term results and deliver positive return on investment. Competitors Paid Search Results Keywords #1 on Search Engine Result Page (SERP) through SEO Competitors
  5. 5. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Pay Per Click Consulting (PPC) Pay Per Click or Adword Campaigns work incredibly well in conjunction with a SEO campaign, especially where the site is still acquiring good ranks from the optimisation. PPC provides paid for traffic to the site based on a per click basis. Paid Search Results Organic Search Results Paid Search Results
  6. 6. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Web Copywriting Web copywriting vastly differs from the more traditional offline copy writing as people mostly tend to scan bits of copy online and not read the entire page as with offline copy. Therefore the message needs to be clear and concise yet effective enough to provide fodder for search engines.
  7. 7. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Website Usability The process that visitors navigate through a site with optimal ease is very important if you want to keep them as visitors. Ideally every action or desire needs to be a mere three clicks away from any page they browse of the website. This implies that the site developer / designer and copy writer needs to know the intentions of the visitors before creating the site.
  8. 8. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Conversion Analytics The aim with every website is not only to attract visitors and increase brand awareness, but to ideally have every visitor perform an action on your site. The action will be determined by the website: to fill in a form, contact you telephonically or purchase a product. When visitors perform these intended actions it is called conversions. Conversion analytics works hand in hand with Website Usability.
  9. 9. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Affiliate Marketing A risk-free form of advertising in which a company pays its affiliate partners a commission for sales and / or leads generated through the affiliate’s marketing activities.
  10. 10. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Email Marketing (strictly opt-in) By using Usability, Conversion and Behaviour Methodologies, AlterSage strategically advise on the design and content of any email marketing (eNewsletter) material, create html, manage email databases and sends of bulk campaigns. Personalised <ul><li>Links </li></ul><ul><li>Bolding </li></ul><ul><li>Contact details </li></ul>
  11. 11. Introduction to Social media www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage
  12. 12. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Online Brand Building (Online PR) Much like offline PR, Online Brand Building acts in a very similar way. Online PR comprises of building trusted relationships with directories and or websites that share an interest or follow the same industry as a particular client.
  13. 13. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Online Reputation Management It is crucial for companies to be aware of what is being said about them in the media and respond timely. The web is searched for any snippet or mention of the client’s name and create a strategy to react to any instance (positive or negative).
  14. 14. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Viral Marketing AlterSage will strategically advise on the design, format and copy (if required) of any viral marketing material and may assist in the creation thereof as well (YouTube, eMail Competitions, etc). <ul><li>Political Campaign driven by Social Media </li></ul><ul><li>Aim: To reach as large an audience, but through localised targeting on mediums that they use on a daily basis. </li></ul><ul><li>Website – MyBarackObama </li></ul><ul><li>A blog & community website </li></ul><ul><li>Twitter.com </li></ul><ul><li>Facebook & MySpace </li></ul><ul><li>YouTube channel </li></ul><ul><li>PPC </li></ul><ul><li>Affiliate Marketing </li></ul><ul><li>Online PR </li></ul><ul><li>In-game advertising (EA Games specifically) </li></ul><ul><li>TV & Radio </li></ul><ul><li>Total Campaign Spend as at Oct 2008 </li></ul><ul><li>= $8 million </li></ul>
  15. 15. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage
  16. 16. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Social Media Marketing Consumer generated media is all about creating a buzz for your website and or brand online. It’s getting people to talk about you and creating an interest by means of starting a conversation online. Strategies are created on a per site basis as it goes hand in hand with your unique marketing goals. Social Media sites and/or marketing include, but are not limited to Blogs, Facebook, MySpace, LinkedIn, Yahoo Answers.
  17. 17. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Facebook Application Development Facebook’s applications are a great and powerful way to get fantastic brand awareness for your company. They are a hybrid between Social and Viral marketing, so the more useful they are, the more exposure the company will gain. And what better way than to target where you can captivate your audience on a daily basis.
  18. 18. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23
  19. 19. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Multi Channel
  20. 20. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage Why is online media so powerful ? <ul><li>From 2000 – 2008 Internet usage in SA increased with 91.25% </li></ul><ul><li>(from 2 400 000 to 4 590 000 users) </li></ul><ul><li>More cost effective when compared to traditional media </li></ul><ul><li>Completely customisable </li></ul><ul><li>Highly targeted </li></ul><ul><li>Completely measurable </li></ul><ul><li>Offer sustained results </li></ul><ul><li>Change in consumer interaction behaviour </li></ul>
  21. 21. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 AlterSage: Effective Online Solutions Social Media Case Study
  22. 22. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 About Perdeberg Winery In the early 1940s; wine farmers in the Perdeberg region grew dissatisfied with the low prices they were getting for their premium quality grapes. Then an astute farmer named Jan Rossouw suggested they begin producing their own wine and Perdeberg Winery was born! They pressed their first grapes manually in 1942 and while they have come a long way in terms of technology, they are still renowned for their hands-on approach!  In 2005, Perdeberg entered the bottled wine market and we soon earned their stripes in the local and international awards arena. This bold step brought them in direct contact with their consumers - and also allowed them to develop an international distribution network within a short space of time.
  23. 23. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 The Challenge AlterSage was appointed to assist with the further exposure of the social media campaign for Perdeberg Winery in conjunction to Wired Communications to drive increased awareness of the “ Clink to Win ” campaign. AlterSage created and implemented a social media advertising campaign for Perdeberg Winery. What We Did <ul><li>Created a Facebook Fan Page </li></ul><ul><li>Kick-started the forum </li></ul><ul><li>Added images to albums </li></ul><ul><li>Initiated discussions </li></ul><ul><li>Kick-started the viral process </li></ul>
  24. 24. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 Results <ul><li>Facebook Advertising: Flyer Campaign to drive traffic to the competition </li></ul><ul><li>website and the group respectively. Statistics for the </li></ul><ul><li>highly targeted flyer in first week of the campaign: - The network costs amounted to $11.38 (Approximately R113.80) </li></ul><ul><li>- Impressions: 61 080 </li></ul><ul><li>- Clicks: 57 </li></ul><ul><li>After the first week we opened the advert up to </li></ul><ul><li>increase the exposure. The total duration of the </li></ul><ul><li>campaign was 2 weeks with the following statistics: </li></ul><ul><li>- Impressions: 284 028 </li></ul><ul><li>- Clicks: 189 </li></ul><ul><li>Perdeberg’s number of fans currently amount to 523 and is growing daily (February 2009) </li></ul>
  25. 25. Perdeberg took it one step further… Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23
  26. 26. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 AlterSage: Effective Online Solutions Case Study
  27. 27. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 About Exclusive Getaways Exclusive Getaways gives you an easy find index of all the accommodation in South Africa at safari lodges, nature escapes and country retreats on offer. The collection celebrates the establishments at the frontline of South African hospitality. Each of the properties is undoubtedly special, with its own character and unique brand of appeal. All establishments have been carefully assessed and the existing choice of getaways caters for discerning leisure-seekers and executive travellers. Whether your choice is a retreat off the beaten track or a fine uptown villa near the commercial network, the options make for first-rate conferences, incentives and corporate escapes.
  28. 28. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 The Challenge Exclusive Getaways wanted to increase the number of visitors to www.exclusivegetaways.co.za, increase conversions from their website and consequently increase their return on investment (ROI). What We Did <ul><li>AlterSage implemented and is currently maintaining Exclusive Getaways’ search engine optimisation (SEO) campaign. AlterSage recommended a SEO campaign for the following reasons: </li></ul><ul><li>SEO will ensure that www.exclusivegetaways.co.za rank higher on search engines </li></ul><ul><li>Increased visibility means more traffic, more leads and more sales from the website </li></ul><ul><li>This consequently lead to higher return on investment (ROI) </li></ul><ul><li>Results achieved from a SEO campaign are sustainable </li></ul>
  29. 29. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 Results
  30. 30. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 Results Continued… 7.29% October 2008 4.56% June 2008 Conversion Rate Goal One: Contact Us 7.82% October 2008 4.30% June 2008 Conversion Rate Goal Two: Reservations 6.87% October 2008 5.07% June 2008 Conversion Rate Goal Three: Request Brochure
  31. 31. Case Study | Confidential @ AlterSage 2009 | AlterSage Consultants CC | Registration 2008/129726/23 Results Continued… Comparison: June 08 vs Oct 08 = 4 Months
  32. 32. www.altersage.com | info@altersage.com | (+27 21) 462 0036 | skype: altersage | twitter: altersage What could we do for you ? Christine da Silva (+27 21) 462 0036 | christine@altersage.com | www.altersage.com Skype and Twitter: altersage

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