Presentation given to TCC Graduate Class of 2014 focuses on digital marketing and the most important things to know. Key topics covered include: Social marketing, mobile marketing, search engine marketing (SEM), search engine optimisation (SEO), free tools available to help being insightful and general digital marketing stats.
2. BEFORE WE START….
• Who was the most popular person searched for in
2013?
• Paul Walker (Cory Monteith > Mandela)
• What % penetration does Facebook have in
Australia?
• 55% - 62%
• Of the 7 billion people on the planet, how many own a
mobile?
• 5.1 billion (apparently only 4.6 billion own a toothbrush!)
• How long do Australians stay on LinkedIn for?
• 7mins & 4seconds
14. WHAT IS SOCIAL MARKETING?
Social
=
CRM
(dialogue)
+
Basic social
PR
(push)
+
Value
(exclusive)
15. HOW MANY AUSTRALIAN’S ARE ON FACEBOOK?
over
ust re
J
%a
50
18 –
een
etw rs!
b
34y
Source: http://checkfacebook.com/,
viewed 23rd January 2014
16. WHY WOULD I BE FRIENDS WITH YOU?
Source: Chart of the Day, www.businessinsider.com, 20
December 2011, viewed 16 January 2012.
ers
sum ore
Con o m
e als to
ar
kely th a
li
e wi ir
gag
en
the
d if
bran d has.
frien
17. WHAT ARE SOCIAL LOGINS?
• Through the use of social
login functionality, such as
Facebook connect, APIs can
be utilised to drive
engagement without the
requirement of an actual
Facebook (or other social
network) page.
t for g
Grea andin
erst out
und e ab
mor nce &
udie them
a
g
etin tent.
targ con
with
18. HOW DO SOCIAL LOGINS WORK?
s are
ofile cally
Pr
ati
utom ed by
a
reat rough
c
g th ble
ullin aila
p
e av ion via
th
mat
infor APIs
19. WHAT IS THE PREFERRED SOCIAL LOGIN?
Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
20. WHAT IS THE IMPACT OF SOCIAL LOGIN?
ased
e
Incr ment
gage nnect
en
I co cial
hen h so
w
oug
thr
Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
21. CONSUMERS ACTUALLY PREFER TO LOGIN SOCIALLY
ant
ple w we
peo can
If
, how it?
it
use
Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration & social login, US consumer
research, 2011.
23. DIGITAL QUIZ
• What are most people searching on their
mobiles?
• Location based activities
• What time are most people using their mobiles
for search?
• Late afternoon/evening
• How many Australian’s viewed facebook on their
mobile last month?
• 4,600,000 people (nearly 50% of all active users)
24. WHAT IS MOBILE?
• Mobile is becoming one of the most talked about
areas in the digital industry.
• It is important to remember that “Mobile” isn’t
only about applications…
Mobile
=
Marketing
+
Apps
+
Website
25. WHAT IS A MOBILE DEVICE?
Mobile
=
Smart
phones
+
Tablets
+
Other
devices
26. WHEN ARE PEOPLE SEARCHING ON THEIR MOBILE?
• Consumer searches on the mobile differ to that
of desktop search:
• 66% of mobile searches have a local intent
• Mobile search numbers peak at night, on weekends &
e
leading up to holidays
People ar
ching on
sear
e go & at
th
night.
27. WHY IS MOBILE IMPORTANT?
It is
immediate
It
entertains
us
It
connects
us locally
Mobile is
more
than a
phone
28. WHAT TO DO ABOUT MOBILE?
Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/
29. DIGITAL ISLANDS – BUILDING BRIDGES
EST
IGG M –
B
BLE
PRO d it &
Buil will
they e.
com
W?
HO
32. DIGITAL MEDIA – A CHEAT SHEET
PAID SEARCH
PAID SOCIAL
(SEM)
(FACEBOOK /
TWITTER)
AD FORMAT
TEXT /
KEYWORDS
TEXT /
IMAGES
BUYING
MECHANIC
PERFORMANCE
ATTRIBUTES
COST
TARGETING
CONVERSION
CPA
EFFECTIVENESS
SCALE
PERFORMANCE
DISPLAY
LINKEDIN
CPM DISPLAY
BANNERS
TEXT IMAGES /
BANNERS /
DISPLAY
BANNERS
PERFORMANCE
PERFORMANCE
PERFORMANCE
FIXED COST PER
THOUSAND
LOW
MID
MID-HIGH
MID
HIGH
HIGHLY
SPECIFIC
SPECIFIC
TARGETED
VERTICALS
HIGHLY
SPECIFIC
BROAD
HIGH (1.5%-12%)
MID RANGE
(1-4%)
MID RANGE
(0.5%-2%)
1
2
LARGE
LARGE
MID RANGE
(1-4%)
LOW (<0.5%)
3
4
5
LARGE
LIMITED
LIMITED
33. SOCIAL IS A MAJOR CHANNEL
N
ILLIO
17 B GE
PA
S
SION
S
PRE TH
IM
N
A MO
35. WHAT ARE THE DIFFERENT WAYS TO ADVERTISE?
MARKETPLACE ADS
- Standard
facebook ad that
can drive
internally or
externally to
facebook.
- Sometimes
paired with
social actions
your friends
have taken.
- Good if you are
unable to have
an actual page
but want a
presence on the
network
SPONSORED STORIES
- Based on the
idea of “social
proof & that
consumers are
more likely to
like a page some
one they know
already has.
- Drives greater
action /
engagement
from users.
- Placement that
can only be used
if you have a
facebook page.
50. WHAT IS SEARCH
• The ability to connect
peoples thoughts to
relevant content
through sophisticated
algorithms,
• when they are in an
active mind state.
51. GETTING UNDERNEATH SEARCH ENGINES
If you (or your client) are not the answer,
If you aren’t present, one of your competitors or another retailer will be.
52.
53.
54.
55. WHY SEARCH IS IMPORTANT?
Attract
Engage
Transact
Retain
Grow
(awareness)
(consideration)
(purchase)
(cross sell)
(value add)
Digital camera
Photocopier
Canon digital camera
Canon MFD
Canon IXUS 1000HS
Canon imagerunner 2020
Canon IXUS 100HS bag
Canon imagerunner 2020 toner
Canon EOS
Canon eMaintenance
59. SEARCH = SEM + SEO
Search
SEM / PPC
• Financial Trading
• Based on arbitrage /
modeling
• Combination of
marketing
psychology, creative
• Short term result
• Highly competitive
SEO /
ORGANIC
SEARCH
• Technical endeavor
• Site architecture /
structure
• Onsite & offsite
• Link analysis
• Long-term
endeavor
• Arms race to stay
on page one
61. INDEXING THE WEB
• Search Engine Optimisation (SEO) is the process
of optimising a website in order to increase the
traffic the site receives from search engines.
• SEO is made up of more than 200 factors that
can be divided into on-page factors & off-page
factors.
62. WHAT IS SEO?
On site
On-page SEO is
what can be done
on the pages of a
website to improve
it’s performance in
the search engines.
Off site
Off-page SEO is
what can be done
externally from
the website.
SEO
success
two most
The
fluential
in
factors in
SEO are
ywords &
ke
s.
backlink
67. IMPORTANT ELEMENTS FOR SEO – ON PAGE
On site
Off site
1. URL
keywords
2. Page
title or
title tags
SEO
success
68. IMPORTANT ELEMENTS FOR SEO – ON PAGE
This free healthy lifestyle site is
available to all Australians and is
dedicated to sharing and
celebrating all the small, yet
powerful things you can do to
stay healthy.
On site
3. Page
description
- keywords
Off site
SEO
success
79. PERFORMANCE MEDIA – AUCTION
Consumers
views /queries
AUCTION /
EXCHANGE
AD UNIT RESULT /
IMPRESSION OR CLICK
Brand
#1
Brand
#2
Brand
#3
80. IMPACT FOR CLIENTS
Media costs = 30% - 70% lower
Conversion = same or 5X higher
Combined impact =
300% - 500% higher return
*(compared to traditional CPM based buys)
81. SEARCH ENGINE MARKETING
SEM / PPC
(30% click volume)
AD POSITIONS DRIVEN BY:
1. MARKET FORCES &
2. ECONOMICS
84. SEO VS SEM – WHAT STRATEGY TO USE?
Paid Search
Pay Per Click /
Performance
Auction Based / market
pricing
CPC’s vary greatly due to
strategy, competition,
conversion, bidding strategy
etc
Short term impact
SEO
Non-media based traffic
Technical endevour
Based on technical
optimisation, keywords,
bank links, social strategy
Long term impact
85. SIZE OF THE SEARCH MARKET
WHY SEM IS IMPORTANT?
101. SEM MECHANICS
1. AD RANK:
• A value that is used to determine your ad position, in
relation to other ads.
2. QUALITY SCORE:
• A meaurement of how relevant your ads, keywords &
landing page are to a person seeing your ad.
3. AD POSITION:
• The order in which your ad shows up on a page.
112. LANDING PAGES FOR PAID SEARCH
• Fundamental to campaign success
• Focus is on the consumer intent from the search
query
• Only one “success event” on a page
(Find a clinic / doctor or download a fact pack)
• Perform better than a page within a corporate
site
120. WHY IS SEARCH IMPORTANT?
If you aren’t in the search results, someone else will be
(competitors or alternative solution).
Search gives an insight into consumers:
thoughts, feelings, desires & what they want to know more
about.
It provides the ability to tailor the information to acquisition.
122. DIGITAL QUIZ
• What does SEO & SEM stand for?
• Search engine optimisation, Search engine marketing
• How much do you pay for SEM?
• Depends on relevance score & bid
• What help to contribute to SEO?
• On page & off page
123. WHERE ARE WE NOW?
1.
Digital
marketing 101
2.
Search
(SEO & SEM)
3.
FREE tools to
help you
133. CONSIDER THE CUSTOMER JOURNEY
ATTRACT
(awareness)
ENGAGE
(consideration)
TRANSACT
(participate)
RETAIN
(relationship)
GROW
(ambassador)
TYPE OF COMMUNICATIONS TO CONSIDER
Focus on INFORMATION
Focus on RELEVANCE
Focus on DRIVING ACTION
Focus on VALUE
Focus on INCREASE
Mass communications
• TV
• Press
• Radio
• PR
Online
• Website
• Social
• Email/newsletter
• Referral
• Search
Existing customer comms
• DM
• eDM
Offline
• In clinic
Online
• Website/microsite/
landing page
• Social
• Forum/community
Offline
• In clinic
Online
• Website/microsite/
landing page
• Social
Offline
• DM
Online
• Email/newsletter
• Social
Offline
• DM
Online
• Email/newsletter
• Social
CONVERSION:
• Purchases
• Average transaction
value
• Subscription/registration
• Data provided/captured
• Conversion rates
ONGOING INTEREST:
• Opt-in for ongoing
comms
• Open rates
• Engagement
• Shares
• Comments/Views
LOYALTY:
• Duration of
membership
• Number of
products/services
per member
• Transaction levels
WHAT METRICS TO LOOK AT?
TRAFFIC:
• Unique visitors
• User journey
• Popular pages
ENGAGEMENT:
• Time on site
• Journey through site
• Number of pages
viewed
• Bounce rate
• Follow/Like
134. 4. KEY TAKE OUTS
WHAT TO REMEMBER FROM ME TALKING
135. KEY AREAS OF DIGITAL TO KNOW
Search
(SEM & SEO)
Mobile
Social
DIGITAL
Content
(video)
eCRM
eCommerce
Websites
138. DIGITAL ISLANDS – BUILDING BRIDGES
EST
IGG M –
B
BLE
PRO d it &
Buil will
they e.
com
W?
HO
139. WHAT IS SOCIAL MARKETING?
Social
=
CRM
(dialogue)
+
Basic social
PR
(push)
+
Value
(exclusive)
140. WHAT IS MOBILE?
• Mobile is becoming one of the most talked about
areas in the digital industry.
• It is important to remember that “Mobile” isn’t
only about applications…
Mobile
=
Marketing
+
Apps
+
Website
141. WHY IS MOBILE IMPORTANT?
It is
immediate
It
entertains
us
It
connects
us locally
Mobile is
more
than a
phone
143. DIGITAL MEDIA – A CHEAT SHEET
PAID SEARCH
PAID SOCIAL
(SEM)
(FACEBOOK /
TWITTER)
AD FORMAT
TEXT /
KEYWORDS
TEXT /
IMAGES
BUYING
MECHANIC
PERFORMANCE
ATTRIBUTES
COST
TARGETING
CONVERSION
CPA
EFFECTIVENESS
SCALE
PERFORMANCE
DISPLAY
LINKEDIN
CPM DISPLAY
BANNERS
TEXT IMAGES /
BANNERS /
DISPLAY
BANNERS
PERFORMANCE
PERFORMANCE
PERFORMANCE
FIXED COST PER
THOUSAND
LOW
MID
MID-HIGH
MID
HIGH
HIGHLY
SPECIFIC
SPECIFIC
TARGETED
VERTICALS
HIGHLY
SPECIFIC
BROAD
HIGH (1.5%-12%)
MID RANGE
(1-4%)
MID RANGE
(0.5%-2%)
1
2
LARGE
LARGE
MID RANGE
(1-4%)
LOW (<0.5%)
3
4
5
LARGE
LIMITED
LIMITED
146. SEARCH = SEM + SEO
Search
SEM / PPC
• Financial Trading
• Based on arbitrage /
modeling
• Combination of
marketing
psychology, creative
• Short term result
• Highly competitive
SEO /
ORGANIC
SEARCH
• Technical endeavor
• Site architecture /
structure
• Onsite & offsite
• Link analysis
• Long-term
endeavor
• Arms race to stay
on page one
148. SEO VS SEM – WHAT STRATEGY TO USE?
Paid Search
Pay Per Click /
Performance
Auction Based / market
pricing
CPC’s vary greatly due to
strategy, competition,
conversion, bidding strategy
etc
Short term impact
SEO
Non-media based traffic
Technical endevour
Based on technical
optimisation, keywords,
bank links, social strategy
Long term impact
153. CONSIDER THE CUSTOMER JOURNEY
ATTRACT
(awareness)
ENGAGE
(consideration)
TRANSACT
(participate)
RETAIN
(relationship)
GROW
(ambassador)
TYPE OF COMMUNICATIONS TO CONSIDER
Focus on INFORMATION
Focus on RELEVANCE
Focus on DRIVING ACTION
Focus on VALUE
Focus on INCREASE
Mass communications
• TV
• Press
• Radio
• PR
Online
• Website
• Social
• Email/newsletter
• Referral
• Search
Existing customer comms
• DM
• eDM
Offline
• In clinic
Online
• Website/microsite/
landing page
• Social
• Forum/community
Offline
• In clinic
Online
• Website/microsite/
landing page
• Social
Offline
• DM
Online
• Email/newsletter
• Social
Offline
• DM
Online
• Email/newsletter
• Social
CONVERSION:
• Purchases
• Average transaction
value
• Subscription/registration
• Data provided/captured
• Conversion rates
ONGOING INTEREST:
• Opt-in for ongoing
comms
• Open rates
• Engagement
• Shares
• Comments/Views
LOYALTY:
• Duration of
membership
• Number of
products/services
per member
• Transaction levels
WHAT METRICS TO LOOK AT?
TRAFFIC:
• Unique visitors
• User journey
• Popular pages
ENGAGEMENT:
• Time on site
• Journey through site
• Number of pages
viewed
• Bounce rate
• Follow/Like