Digital marketing preso from Tasplan Business Lunch Event - 20/5/10

3. Me

4. What’s
good
about
digital?
•
Measurable
and
accountable,
testable,
itera1ve
–
test
it,
tweak
it,
refine
it,
op1mise
•
Targeted
and
tailored
•
Cost-­‐effec1ve
(o?en
free)
•
Interac1ve,
engaging,
immersive,
dynamic,
immediate,
real-­‐1me
(challenges?)
•
Community,
social,
bi-­‐direc1onal,
conversa1onal
–
listen
•
You
can
implement
it!
•
But,
the
consumer
has
all
the
power

5. Stuff
you
can
use
-­‐
channels
Ad
networks
Ad
Rich
Social
SEM
media
networks
networks
Podcasts
Comments
/
reviews
Website
Email
Blogging
1-­‐way
Social
Social
news
Widgets
Live
SEO
Webinars
stream
Business
apps
Social
Ads
Microblogging
Image
hos1ng
Livecast

6. First
•
Fit?
•
Strategic
alignment
•
Commitment
and
resources

8. Measuring

9. Listening

10. Stalking

11. Measurement
ac1on
plan
Signup to Google Analytics and get www.analytics.google.com
tracking code in your website
Visit your Google Analytics account
- ask “so what?”
Set up Google Alerts for your brand,
www.alerts.google.com
your competitors, key areas of interest

15. Email
•
It
works
•
Built
on
trust
and
value
–
poor
execu1on
can
hurt

17. Email
–
golden
advice
1. Deliver
value
–
trade
something
2. Be
regular
/
consistent
• Balancing
act
between
mindshare
and
bugging
people
• Fortnightly
or
monthly
work
best
3. Be
on-­‐;me
• B2B:
Tues
–
Thurs,
9:30am
1ll
3pm
• B2C:
Fri
–
Sun,
5pm
1ll
8pm
4. From
name
-­‐
#1
factor
in
whether
people
open
• Familiar,
and
keep
it
consistent
5. Subject
–
Capture
interest,
don’t
trigger
spam,
and
keep
consistent
formaJng
• 20
–
50
characters
• Follow
deliverability
rules
(70%
-­‐
80%
don’t
make
it)
•
Smart
copy
–
avoid
spammy
language
(‘sale’,
‘fee’,
‘bonus’,
‘crazy
deal’
etc)
•
Get
added
to
recipients’
address
books
•
Check
out
an1-­‐spamming
regula1ons
(ADMA)
• 2
components
–
variable
+
consistent
6. Don’t
forget
plain
text
(otherwise
5%
won’t
see
it)
7. Feed
your
list
• Segment
8. Respect
yourself
• No
unsolicited
mail
• Stay
on
topic
–
what
they
signed
up
for
• Add
a
permission
footer
to
explain
why
you’re
contac1ng
them
• Preferences
-­‐
Give
people
choices
in
how
o?en
they’re
contacted
and
what
for

18. Email

19. Email
ac1on
plan
www.mailchimp.com

21. Social
networks
aren’t
new
Kaixin001 (China)
Google Buzz
YouTube Yammer
Facebook (High School Networks) Plurk
Xanga (SNS relaunch)
Yahoo! 360
Cyworld (China)
Ning Foursquare
Skyblog
Couchsurfing Bebo Gowalla
MySpace AsianAvenue, BlackPlanet (relaunch)
Tribe.net Gather.com Tumblr
Fast.FM Loopt Ravelry
Hi5 Renren (China)
LinkedIn Facebook (corporate networks)
Open BC/Xing Cyworld (US)
Netlog (Europe) MyChurch
MyHeritage QQ (everyone)
Windows Live Spaces
Cyworld Flickr, Piczo, Mixi Facebook (everyone)
Ryze Facebook (Elite Unis) Twitter
StumbleUpon Dodgeball Cafe Mom
Meetup.com Orkut, Dogster Nasza-Klasa (Poland)
Multiply, aSmallWorld Odnoklassniki (Russia)
LiveJournal
Friendster Catster Vkontakte (Russia)
BlackPlanet
Fotolog Hyves
Plaxo Yelp
Care2 MyLife Vimeo
Xanga Taringa (Argentina)
MiGente Basecamp
Mixi (Japan)
(SixDegrees closes)
SixDegrees.com
AsianAvenue
Classmates.com
Craigslist

22. Social
content
Op;ons
•
Use
exis1ng
social
plagorms
like
Facebook,
Twiher,
LinkedIn,
YouTube
etc
•
Mix
exis1ng
social
plagorms
with
your
content
•
Create
your
own
online
community
Rules
•
On
their
terms
–
the
customer
has
all
the
power
•
Sophis1cated
users
•
Humanised
brands,
real
conversa1ons
•
Trading
things
of
value

23. Social
media
strategy
Attract the target
group to your
community
• Strong common interest
• Make it feel alive
• Incentives to join
• Critical mass

24. Social
media
strategy
Attract the target Get them
group to your activated in the
community community
• Strong common interest • Creators (5%)
• Make it feel alive • Contributors (20%)
• Incentives to join • Lurkers (75%)
• Critical mass

25. Social
media
strategy
Attract the target Get them Learn about your
group to your activated in the members in a
community community social context
• Strong common interest • Creators (5%) • Members’ preferences?
• Make it feel alive • Contributors (20%) • How can you participate?
• Incentives to join • Lurkers (75%) • Be close to them?
• Critical mass

26. Social
media
strategy
Attract the target Get them Learn about your Communicate
group to your activated in the members in a and engage based
community community social context on information in
the community
• Strong common interest • Creators (5%) • Members’ preferences? • Gender, age – lame
• Make it feel alive • Contributors (20%) • How can you participate? • Company, job – ok
• Incentives to join • Lurkers (75%) • Be close to them? • Interests – good
• Critical mass • Behaviour – awesome!

30. Facebook

31. LinkedIn

34. Media
sharing

35. Blogging

37. What
is
a
blog?
• A place for regular news, updates and value (at least weekly)
• Simple, relaxed, quick, easy and informal
• A platform to express thoughts, theories and opinions
• A place to build credibility and build a loyal readership
• Somewhere to invite discussion and feedback
• A powerful marketing channel – traffic, relationships, SEO etc
What
a
blog
isn’t
• A hard sell

38. What
should
I
blog
about?

39. What
should
I
blog
about?

40. What
should
I
blog
about?

41. Get
trac1on
Social links
Make it easy for people to share your content
on their favourite social networks
Link out
Link to other bloggers – they’re likely to return
the favour
Link in
Clearly link to your blog from your website, social
platforms you use, email signature - whatever
Invite comments
Social content is often viral content
Provide a feed
RSS feeds are offered up by most blogging
services – use them!

42. Blog
ac1on
plan
Visit www.technorati.com - look at a
few featured blogs
Consider a) do I have something
valuable to talk about regularly and b)
can I commit to it?
Check out www.blogger.com

44. Twiher
•
Microblogging
–
send
tweets
(140
characters
or
less)
•
Live
stream
–
share
and
discover
what’s
happening
in
real-­‐1me
•
Listen
to
what
people
are
saying
about
topics,
compe1tors,
you,
your
brand
etc
•
Build
credibility,
network,
traffic

45. Twiher

46. Twiher

47. Twiher

48. Social
media
ac1on
plan

49. Social
media
ac1on
plan
• Support your objectives
• How will they feed / support one another?
• Reserve your username now

51. 2 audiences
Am I in the right
Am I in the right place?
place?
• Make sense to a human
• Establish themes
• Stay on topic
• Group like content together
• Offer fresh, unique content

52. Discover you
• New customers
Find you again
• Repeat customers
Word of mouth
• ‘Google it’
Believe you
• Credibility / trust
Buy from you!

53. Unpaid ‘organic’ placements Paid placements
• 61% of clicks go here • 39% of clicks go here

54. Basics get us 95% of the way there
• Establish intent – define what your pages are about
• Keywords (eg “digital marketing, email marketing, digital strategy”)
• Anticipate what people are likely to be searching for
• Write quality code – clean, spiderable code, support keywords
• Title tag (use keywords)
• Meta description (consistent with title)
• Headings: H1, H2 tags (use keywords and match with content)
• Image alt text (use keywords)
• Link anchor text (use keywords of page pointing to)
• Write quality content – clear, concise, focused
• Keyword density (rich)
• Keyword distribution (linear)
• Make your site go fast – responds quickly to requests
• URLs – descriptive, make sense to a human
• Links – build your link popularity

57. Title
Description
Keywords
Link / anchor text
Heading
Image alt text
Body text

58. Keywords
–
Invisible
to
user,
but
Building
powerful
SEO
helps
Google
determine
what
page
is
about.
An1cipate
what
people
are
searching
for.
<meta
name="keywords"
content="Internet
Filter,
Internet
Filtering,
Web
Filter,
Web
Filtering,
Internet
Blocking,
Internet
Filtering
So]ware,
Internet
Filtering
Appliances,
etc....."
/>
Title – What the page is about, and what
people are searching for
Description – More on what the page is
about (displays in search results)
Headings – Signpost content Links – Pathways to content Image Alt - Describes image content
Body text – Concisely delivers message

59. Do keyword research
• Look at your site
• Look at your competitors’ sites
Too specific
‘Boutique
Too general Just right accomodation in
‘accomodation’ ‘Hunter Valley
the Hunter Valley
accomodation’
with pool and
tennis’

60. Do keyword research
• Look at the customer environment

61. Do keyword research
• Look at the customer environment

62. Keywords
Title
Descrip1on
The blueprint driving your SEO Short, unique, strong pitch Short, unique and punchy sales argument
strategy
• 70 characters (about 8 words) • Accurately describe the page’s content
• Include title and description • Keywords towards the beginning • Include all words in the title tag
• 24 – 48 words / phrases • No repeated words • Keywords towards the beginning
• Be specific and relevant • Avoid vague words • Complete sentences
• Try to make unique for each page • Unique for every page • About 160 characters
• Repeat any word a max of 4 times • Make sense to a person • Repeat words a maximum of 2 times
• Capitalise the first letter each • Unique for every page
word i.e. “Digital Marketing” • Make sense to a person
• Make sense to a human
Headings
Image
alt
tags
Anchor
text
Chunk your content Help Google ‘see’ your images Describe where the link is pointed
• Contain keyword phrases • 1 – 12 words • Use descriptive anchor text (should
• Repeat no complete phrases • Describe the image contain keywords for target page)
• 2 – 4 words • Unique for each image • Make sense to a person
• Relevant to text below • Include keywords • Follow a ‘silo strategy’ – group like
• Only use 2 types / levels of information together
headings (H1 and H2)
URLs
Site content
• Tell your web developer you want ‘clean URLs’ • 250 – 500 words
• Use descriptive URLs • Use keywords throughout – linear distribution
• Make sense to a human • Contain words from Title, Description, Keywords etc
• Words rather than numbers • Make sense to a person
• Use keywords • Set the context with the first 200 words – get to the point

63. Link-­‐building
strategies
• Inbound links from sites with good ‘page rank’ (credibility)
• Link out to others – penalised if don’t
• Don’t link to a bad neighbourhood
• Blogging about new content or services
• Engagement objects
• Social media
• Online PR
• Add your business to local / peak body / vertical directories

64. Measure your performance

65. Measure your performance
Go to:
www.websitegrader.com

66. SEO
ac1on
list
2. Write great content based around
carefully-selected keywords
1. Do your research
Don’t forget to ask your customers!
Keywords
Body / content
3. Speak with your web developer
ensure they insert your keywords into
code
5. Check how you’re doing
• Search your keywords on Google 4. Create a SEO checklist
• Use tools like Hubspot.com with clear objectives and processes
• Use analytics metrics like referring
keywords, conversion rate, etc

67. Local
search
Go to:
www.google.com/local/add

68. Bringing
it
together

69. Bringing
it
together

70. Follow
me
•
Email:
swoodhouse@in-­‐tellinc.com.au
•
Twiher:
@scohywoodhouse
•
LinkedIn:
www.au.linkedin.com/in/swoodhouse
•
Hypescience:
www.hypescience.com.au