How to Maximize Your Online Brand Effectiveness

How to Maximize Your Online Brand Effectiveness Jon Samsel October 7, 2009

The opinions expressed during this presentation are the opinions solely of Jon Samsel, the individual presenter, and may not reflect the opinions of his employer. -2- -2-

There is only one metric that means anything in business: how you're doing against your competition. -3-

How well you're doing seems to be fairly straightforward. Just look at the revenue, right? -4-

Revenue + What Other Factors? How does the CEO know that marketing dollars are being well spent? Who is holding our vendors accountable? Have we monetized the web to deliver maximum shareholder value? Does the CMO understand which channels generate the highest ROI? Where are the growth opportunities? -5-

Portable Shareable Sociable THE ABLE's Actionable Searchable Measurable -6-

Portable Shareable Sociable A unique blend of onsite and offsite variables that brands should master to have a holistic, integrated, and successful online marketing strategy. Actionable Searchable Measurable -7-

Portable Shareable Sociable The more portable devices your website is optimized for, the better positioned your brand will be to capitalize on the emerging mobile market. Poor GUI 's, code, etc., could have negative brand consequences. Actionable Searchable Measurable -8-

Source: Jon Samsel's Survey of 83 marketers, 9/23/09 -9-

Don't Just Think Mobile Marketing, Think Portable Search & Micro User Experiences -10-

Portable Shareable Sociable Social engagement can be good for brands. Firms that monitor, engage, and respond to what consumers, constituents, and competitors are saying about them are better positioned to influence sales & brand attributes. Actionable Searchable Measurable -11-

Marketers Say They Are Focused On Social Source: Jon Samsel's Survey of 83 marketers, 9/23/09 -12-

Only 2 out of 100 Fortune 100 CEO's has a Twitter account. And neither has posted anything. -13- Source: didierlahely.com

Search Is Becoming More Conversational -14-

Search Engines Love Social Content #1 natural search result on Google is social content on Mahalo, not BAC.com -15-

It's An Exact Phrase Match: Big Deal Social phrase resulted in #1 position on page 1 of Bing and Yahoo -16-

Social Is Hijacking Branded SEO Results Too Remove non-branded terms Brands have a strategic marketing opportunity to partner with social networks, participate in consumer conversations, and benefit from it. Social result still appears in 5th position on page 1 of Google! -17-

What Is Your Social Search Strategy? ,[object Object]

Wikipedia, AOL Finance*, Yahoo Finance*, BloggingStocks, Topix, Facebook

Whole Foods Market on Google: 4 of 10 page one natural search results is social

Wikipedia, Twitter, Yahoo Finance*, WFM blog

Victoria’s Secret on Yahoo: 5 of 10 page one natural search results is social

Facebook, Answers.com, Spike.com video feed, victoriasecretbags.blogspot.com, Wikipedia-18-

I Now Pronounce You: Monetized JK Wedding Entrance Dance Video: Reactive Social Media Strategy [ UGC + YouTube + 24 million views + copyright infringement + zero development costs + zero video streaming bandwidth fees + Sony monetization via click to buy text ads = bumper payday for YouTube, Sony, and Chris Brown ] -19-

Portable Shareable Sociable Websites optimized for natural search, especially by local geo-locations, business listings, or product SKUs ,can be more easily found by crawlers & bots [more long tail site traffic over time] Actionable Searchable Measurable -20-

How Search Engines See Nike All code and few keywords. -21-

How Search Engines See BigMouthMedia Plentiful keywords! -22-

Inbound Links + Pages Count = SEO Amplifiers # Links Pages Brand SEO 2,070,339 55,800 Bankrate.com Excellent 6,094 2,210 UnionBank.com Below average -23-

Local & SKU Content Improves Long Tail SEO Page 1 Google Result Google Indexed Pages: 2,670,000 -24-

Portable Shareable Sociable The ability to monitor, track, analyze, report, & optimize a website is a critical digital marketing function--yet many firms aren't mining this knowledge to make online experiences more relevant, usable, efficient, or profitable. Actionable Searchable Measurable -25-

Measurement Is Contextual ,[object Object]

Typical web analytics focus on website performance

But is that the complete picture? What about...Mobile usability stats Interactivity Social search stats Sales funnel anaysis Usability test results Mobile search engine stats Multivariate testing Long tail search stats Publishing & syndication stats Online brand reach & influence -26-

Do SEO Vendors Practice What They Preach? 99.9 - www.bigmouthmedia.com99.7 - www.6smarketing.com99.7 - www.primevisibility.com99.6 - www.bruceclay.com99.6 - www.webadvantage.net99.5 - www.vizioninteractive.com99.4 - www.submitawebsite.com99.3 - www.seo.com98.9 - www.oneupweb.com98.2 - www.webmetro.com97.9 - www.netconcepts.com97.6 - www.iCrossing.com97.3 - www.thinkseer.com96.5 - www.purevisibility.com96.3 - www.seojunkies.com95.9 - www.increasevisibility.com95.5 - www.reprisemedia.com95.5 - www.rustybrick.com95.0 - www.seop.com94.0 - www.nowspeed.com93.0 - www.ilikesem.com92.0 - www.usawebsolutions.com91.0 - www.tmpdm.com90.0 - www.iprospect.com85.0 - www.360i.com85.0 - www.razorfish.com71.0 - www.ip-seo.com67.0 - the-ccg-group.com43.0 - www.asenyo.com Web measurement tools can save you time and money. Here I utilizeWebsiteGrader to rate the SEO vendors. -27-

Analytics Are Worthless w/o Taking Action Improve responsiveness by adding more direct response elements to each page and testing impact Boost interaction by adding Flash tool to home page to measure engagement and lead impact. Our brand is being mentioned more and more on social communities, but how is this impacting our bottom line? Tie results into our current sales and customer sat reports. -28-

Most Effective Online Marketing Strategies Source: Jon Samsel's Survey of 83 marketers, 9/23/09 -29-

Least Effective Online Marketing Strategies Source: Jon Samsel's Survey of 83 marketers, 9/23/09 -30-

Portable Shareable Sociable An actionable website or online brand experience is one that fulfils user needs--making it easier to interact, transact, register, or communicate. [Accessibility = higher sales, satisfaction, and socialization] Actionable Searchable Measurable -31-

Are 70+ Actionables On A Page Too Much? -32-

Every Web Page Is A Landing Page -33-

Actionable For All? Source: Jon Samsel's Survey of 83 marketers, 9/23/09 -34-

Portable Shareable Sociable Being a transparent company plays off of the social concept that you get what you give. Freeing data & content via RSS, API, syndication, etc., not only helps build trust, it enables new forms of collaboration & opportunities. Actionable Searchable Measurable Measurable -35-

TRADITIONAL WEBSITE CONTENT Social +Data is 500x larger SOCIAL + DATA Brand-generated content is dwarfed by conversations and data feeds about your brand. The Deep Web is Where the Action Is -36-

Law Of Reciprocity: You Get What You Give MASHUP'S API FEEDS VIDEO FEEDS AUDIO FEEDS TEXT FEEDS RDF FEEDS Sharing increases your odds of being heard! -37-

Corporate Websites Are Loosing Power -38-

How to Maximize Your Online Brand Effectiveness

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