Presented at the Annual Conference for the Canadian Association of Movers on November 6th, 2012

1. Welcome
Canadian Association of Movers

2. Online Marketing
and Social Media
Presented by Splash Interactive Ltd
Ivy Wong
ivy@splashinteractive.com
t. 416.928.0465

3. Today’s take away
• How to improve
your website
• Drive traffic to
your website
• Customer acquisition
• How marketers are
using social media

4. How to improve
your website

5. Before you get started...
Review
Determine
current
your goals
metrics
Analyze Identify
other keywords
websites for SEO

6. Site design and
usability checklist
✓ Page layout
✓ Navigation and functionality
✓ Colour, text, images
✓ Content organization
✓ Quality assurance

7. Page layout
Global Navigation
Consistency
Page Title & Header
•
• Prioritize content
Secondary
Include page title
Navigation
Webpage Content
•
• Include footer area
• Overall visual balance
Footer

8. Navigation and functionality
• Clear structure
Level 1 • Maximum 3 levels
Level 2 • Standard naming
convention
Level 2 Level 3
• Link consistency
Level 2
• Search feature and
Level 2
breadcrumbs
consideration

9. Colour, text and images
• Proper use of colours
• Use legible font size,
type and colour
• Optimized image
• Relevant image
• Avoid unnecessary
animations and media

10. Content organization
• Use headings, bullet
points, and short
paragraphs
• Relevant content
ABC • Use simple language
• Spelling and grammar

11. QA (Quality Assurance)
• Test on all browsers
• Test on PC & Mac
platform
• No broken links
• No dead pages
• No JavaScript errors

12. Drive traffic to
your website

13. SERP (Search Engine Result Page)
• Original and
quality content
• Who’s linking to you
• Keywords, tags
and pictures
• Backend code

14. Sphere size indicate level of usage
60% Content
Creation
50% Keyword and
Title Tags Keyphrase
Research SEO
Level of Effectiveness
Landing
40% Pages External Link
Meta URL Building
Description Structure
30% Tags Digital Social
Asset Media
Optimization Blogging
Integration
20%
Internal Linking
Competition
10% Benchmarking
0%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Source: ©2011 MarketingSherpa Degree of Difficulty

15. Analyze
Content Target
Keywords
Make
Changes
Optimize
Search Engine Content
Optimization
Review
Report
(SEO) Cycle
Submit
Search
Engine
Social
Media Build
Links

16. Monitor, measure and optimize
• Traffic, number of visits
• No. of pages search engine indexed
• Inbound links – who’s linking to you
• Best performing keywords
• Keep track of your top keywords rankings
• Number of new leads/form submissions
• Most popular pages
• Most shared or viewed content

17. Customer acquisition

18. Change in buyer behaviour
and lead generation
10 Years Ago Today
Customer
Service
Website
Outside
Shift to
Website
Sales Self - Service
Inside
Sales
Inside
Sales Outside
Customer
Service
Sales
Source: http://www.technoligence.com/ResearchandInsights/ForBusinessLeaders/tabid/103/entryid/8/Fundamental-Change-in-
Buyer-Behavior-and-Lead-Generation.aspx, (12/10/2010)

19. Generate leads
• Site is credible
• Clear messaging
• Effective call to action
• Lead capture form

20. Credibility leads to money
• Trust what it says
• Comfortable sharing
their personal data
• Confident it’s worth
spending their money

21. Four types of credibility
• General assumptions
• Third party reference
• What we find on
inspection
• Personal experience

22. Website credibility checklist
✓ Site design and usability
✓ Focus, accurate, useful Information
✓ Visible contact info at all times
✓ Staff bios and photos of real people
✓ Certifications, endorsement logo etc...
✓ Customer testimonial with photo or video
✓ Press and articles about your company
✓ Privacy policies and legal information

23. Clear messaging
• Value proposition
• Key differentiator
• Educational
• Make content
shareable and social
• Call for action

24. Effective call-to-action
• Links to Landing page
• Consistent button
throughout the site
• Tough to resist
• Obvious & Noticeable

25. Landing page
• To generate leads
• States the offer is and
is irresistible
• No distraction
• Get user to complete
the form

26. Form is key to a landing page
* Denotes Mandatory
First Name*
• < 5 form fields
Last Name* • Only ask for the
Company information you need
Email* • Indicate optional vs.
Phone No. mandatory fields
Submit Privacy Policy • Add a privacy link

27. How marketers are
using social media

28. B2C vs. B2B
Percentage of companies using specific social media channels
and/or Blogs who have acquired a customer from that channel
80
B2C B2B
more
60 effective for
B2C marketers
40
20
more
effective for
B2B marketers
0
Facebook Blog Twitter Linkedin
Source: HubSpot February 2012

29. CEO using social media
Likelihood of trusting a company whose CEO communicates
by social media channels according to employees* worldwide
16.0%
31.0%
• 82% employees
trust a company
2.0%
more
• 77% buyers are
51.0% more likely to buy
Much more likely More likely
Less Likely Doesn’t make a difference
Source: Brandfog, *of Fortune 1000 companies, 2012 CEO, Social Media & Leadership Survey, March 12, 2012

30. B2B blogs statistics
% of blog users who acquired a
customer through their blog
Multiple times a day
Daily Generate 67%
more leads/mo.
2-3 times per week
on average than
Weekly non-blogging
Monthly firms.
Less than monthly
0 13 25 38 50 63 75 88 100
Source: HubSpot February 2012 and
http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/?utm_source=Webbiquity

31. Facebook statistics
User age distribution on
Facebook in Canada
• 130 friends
13-15 yrs
16-17 yrs
65-100 yrs • Likes 80 pages
25-34 yrs • 56% of fans
45-54 yrs
recommend a brand
• 3.5 billion pieces of
35-44 yrs content are shared
weekly
18-24 yrs
Source: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/ and
http://www.socialbakers.com/facebook-statistics/canada

32. Twitter statistics
% of Traffic from Mobile
60%
55% • 34% of marketers
have generated
40%
leads using Twitter
33% • 20% have closed
deals
20%
0%
2008 2009 2010 2011
Source: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/
http://www.businessinsider.com/chart-of-the-day-twitter-mobile-advantage-2012-7

33. Linkedin statistics
Customer Acquisition via Linkedin
70
• Share insights and
52.5 B2B knowledge > one
businesses
experience a
million groups
35
61% B2C
businesses
• 75 of the Fortune
success rate experience a 100 companies
17.5
39% use for hiring
success rate solutions
0
B2B B2C
Source: http://www.socialmagnets.net/linkedin-stats-and-uses-infographic/ (May 10, 2012)

34. Pinterest statistics
• 83% of Pinterest
users are women
• Currently there are
over 4 million users
• Each user spends
nearly an 1.5 hrs per
month, just slightly
behind Facebook
Source: http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-statistics-for-2012/

35. General statistics
• 30% of B2B marketers spends million of
dollars per yr. on social media marketing
• Nearly 30% of these users are not
tracking the impact of this marketing
• 20% of Google searches each day have
never been searched for before
• Out of the 6 billion people on the planet,
4.8 billion have a mobile and only 4.2
billion own a toothbrush
Source: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/

36. In Summary
• Do I have a strategy?
• What do I want to
accomplish?
• Will this reach my
target audience?
• How will I measure
success?

37. “I skate to where the puck is going
to be, not where it has been.”
– Wayne Gretzky

38. Thank You
Ivy Wong – Splash Interactive Ltd.

39. References & Credits
• slide 14: MarketingSherpa Benchmark Report 2012 Search Marketing
• slide18: http://www.technoligence.com/ResearchandInsights/ForBusinessLeaders/tabid/103/
entryid/8/Fundamental-Change-in-Buyer-Behavior-and-Lead-Generation.aspx, (12/10/2010)
• slide 28: HubSpot February 2012
• slide
29: Brandfog, *of Fortune 1000 companies, 2012 CEO, Social Media & Leadership Survey,
March 12, 2012
• slide30: HubSpot February 2012 and
http://socialmediab2b.com/2012/03/b2b-social-media-leads-infographic/?utm_source=Webbiquity
• slide31: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/ and
http://www.socialbakers.com/facebook-statistics/canada
• slide32: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/ and
http://www.businessinsider.com/chart-of-the-day-twitter-mobile-advantage-2012-7
• slide 33: http://www.socialmagnets.net/linkedin-stats-and-uses-infographic/ (May 10, 2012)
• slide34: http://www.jeffbullas.com/2012/07/24/72-fascinating-social-media-marketing-facts-and-
statistics-for-2012/
• slide 35: http://www.mindjumpers.com/blog/2012/01/social-media-stats-infographic/