On January 25th, 2012, I gave a talk at Web Marketing Wednesday on my role as Marketing Director for Select Start Studios, specifically online marketing and analytics.

1. Online Marketing & Engagement
And How We Measure It

2. What is Select Start Studios?
Who is Jen Butson?
Target Audience(s)
Social Media Marketing
Content Marketing
SEO/SEM
Even More Analytics

3. We make beautiful apps.

8. What Jen Does
Community

9. What Jen Does
Conferences

10. What Jen Does
Online Marketing

11. What Jen Does
Public Relations

12. What Jen Does
Promotions

13. Our Audiences
Recruits Clients

14. Our Audiences
Recruits ≠ Clients

15. Social Media Communities

16. Posting Types
Consumer-technical postings Community/culture postings
Expert information Team focused
Community/culture postings Portfolio postings
Team focused Design focused

17. Posting Examples
“High-end brands are missing the
boat on mobile, via Video of an inflatable shark
@mashable ow.ly/8q4PY”
Goofy Christmas photos,
UX screen, icon designs
epic NERF battles

18. The faster your social network
numbers grow, the more value
you’re delivering to your audience.

19. Numbers in social media are only
important so that when you have
something of value to say, people
are there to listen.

20. Content Marketing
What are users searching?
• When’s the best time to launch my app?
• 8 tech deals and mobile apps for Black Friday
• Mobile analytics: how to track your success
• Where the Gmail iOS app missed the mark
• Traction strategies for application launch
• What the iPhone 4S means for apps

21. Content Marketing
What topics are controversial?
• Mobile devices: paralyzed by competition
• Phoning it in: Why Google Wants Out of the Phone OS Race
• Android the new king in enterprise? The new mobile revolution.
• 4 things Facebook taught us about aggravating users
• Why quick + easy apps will ruin your brand

22. Content Marketing
White Papers
Marketing Your 50 Pieces
Application of Polish
(~12 Pages)

23. Content Marketing
Analytics
Top Content by Title
Google Analytics = Pageviews
Avg. Time on Page

24. Analytics
Goals:
Traffic: Organic > Direct
Social Media funnelling traffic
Industry relevant search terms
Average time on site: 2 minutes
Bounce rate: 30%

25. Analytics
Goals: Reality:
Traffic: Organic > Direct Traffic: Organic > Direct
Social Media funnelling traffic Social Media funnelling traffic
Industry relevant search terms Brand name search terms
Average time on site: 2 minutes Average time on site: 2+ minutes
Bounce rate: 30% Bounce Rate: 45%+

26. Problem?
Outdated
Unoptimized
Little Content

27. Solution
New site.

32. New Site
Categorized Content
Brows-ability = In-site Search
Featured Pages

33. SEO/SEM Strategy
Landing Pages
iPhone Dev Sports
iPad Dev Enterprise
iOS Dev Mobile Strategy
Android Dev Mobile Design
BlackBerry Dev Mobile Development
Mobile Web Dev Mobile Publishing
Mobile Marketing Cross-Platform
Mobile Health Server & API Dev
Security Mobile App Revival

34. SEO/SEM Strategy
Landing Pages
iPhone Dev Sports
iPad Dev Enterprise
iOS Dev Mobile Strategy
Android Dev Mobile Design
BlackBerry Dev Mobile Development
Mobile Web Dev Mobile Publishing
Mobile Marketing Cross-Platform
Mobile Health Server & API Dev
Security Mobile App Revival

35. SEO/SEM Strategy
Cutting Landing Pages
No search terms exist & Overlapping search

36. SEO/SEM Strategy
Landing Pages
iPhone Dev
iPad Dev Security
iOS Dev Enterprise
Android Dev Mobile Strategy
BlackBerry Dev Mobile Design
Mobile Web Dev Mobile Publishing
Mobile Marketing Cross-Platform
Mobile Health Server & API Dev

37. SEO/SEM Strategy
PPC Terms
High Acquisition
Cost
=
Highly
Specific +
Competitive

38. The more specific your search
terms, the higher quality leads
you’ll attract.
*Minus a few outliers

39. Marketing N00bs
Step One: Google AdWords, yay!
Step Two: ???
Step Three: Profit!

40. “I’m a REAL Marketer.”
Step One: Objectives

41. “I’m a REAL Marketer.”
Step Two: Destination

42. “I’m a REAL Marketer.”
Step Three:Competitive keywords

43. “I’m a REAL Marketer.”
Step Four: Creating the funnel

44. “I’m a REAL Marketer.”
Step Five: Analyze, adjust, analyze, etc.

45. And now for some shameless self
promotion.

46. The only portfolio and collaboration
site exclusively for marketers.
Exclusive beta: sprpd.com

47. Fin