Delivered at full-day training for Multimatics Academy employees.

1. Presented by Goutama Bachtiar
W: www.about.me/goudotmobi
T: goudotmobi
INTERNET MARKETING
January 4th, 2013

2. INTRODUCTION

3. • Embracing Search Engine
Optimization I (9AM-10.15AM)
• Coffee Break I (10.15AM-
10.30AM)
• Embracing Search Engine
Optimization II (10.30AM-
11.30AM)
• Lunch (11.30AM – 1PM)
• Mastering Social Network and Its
Strategies (1PM-3PM)
• Coffee Break II (3PM-3.15PM)
• Understanding Internet
Advertising (3.15PM-4PM)
• Utilizing E-Mail Marketing (4PM-
5PM)
TRAINING AGENDA

4. EMBRACING SEARCH ENGINE OPTIMIZATION

5. • Activities to improve the visibility of a web site or
web page (natural, unpaid and organically) in a
search engine
• The earlier or higher ranked on the search results
page, and more frequently a site appears in search
result list, the more visitors it will attain from search
engine's users
• Ranked in the first five pages or FORGET about it
• It targets different kinds of search: image, local,
video, academic, news, and miscellaneous
UNDERSTANDING ITS CONCEPT

6. • Crawling or Fetching
Automated process Googlebot (robot, bot, or
spider) discovers new and updated pages to be
added to Google index
Determine which sites to crawl, how often, and how
many pages to fetch from each site
Begins with a list of web page URLs, generated from
previous crawl processes, and augmented with
Sitemap data provided by webmasters
HOW SEARCH ENGINE WORKS

7. • Indexing
Compile a massive index of
all the words it sees and their
location on each page
Process information included
in key content tags and
attributes (Title tags and ALT
attributes)
Bot can process many, but
not all, content types (some
rich media files or dynamic
pages)
HOW SEARCH ENGINE WORKS (CONT’D)

8. • Serving results
Search the index for matching pages and return the
most relevant results
Relevancy is determined by over 200 factors, one of
which is the PageRank for a given page
PageRank measured by the popularity and
importance of a page based on incoming links from
other pages
Each link to a page on our site from another site
adds to our site's PageRank.
HOW SEARCH ENGINE WORKS (CONT’D)

9. • Key tool to get (more) traffic to the website from
diverse sources and attain repetitive visitors
• With regular update of content , it helps to get more
traffic
• Other ways: link exchange, directory listing and
subscribe to RSS Feed
• In deriving organic results, search engine algorithm
takes into account dozens of criteria, many of which
they won’t discuss.
• Rank is monitored by Alexa and other ranking sites
IMPORTANCE AND PROCESS

10. Major Things To Do
• Review of our site content and structure
• Technical advice on website development (hosting,
redirects, error pages, use of JavaScript)
• Content development
• Online campaigns management
• Keyword research
• SEO training
• Expertise in specific markets and geographies
IMPORTANCE AND PROCESS (CONT’D)

11. • Quoting OpenSiteExplorer, with 78 billion websites
and 917 trillion links today, how important #1 is?
IMPORTANCE AND PROCESS (CONT’D)

12. • Based on the specific keywords, it can generate good
traffic
• A Search Engine Optimizer is needed to look for new
keywords and work on specific keywords to get new
traffic
• Numerous SEO tools are useful to get article or text
submission automatically
• Be aware on the latest tools to submit text over free
article directories
• Many Search Engine Optimizers use shortcuts to get
better result but ultimately trapping under crawler
RESEARCH AND ANALYSIS

13. • Keywords and inbound links drive in traffic and
boost page rankings
• Design and content guidelines
– Every web page should be reachable from at least one
static text link
– Offer a site map with links that point to the important
parts of your site. If it’s extremely large number of links,
break it into multiple pages
– Create a useful and write pages that clearly and accurately
describe our content including tag
ON-PAGE OPTIMIZATION

14. – Try to use text instead of images to display
important names, content, or link
– If we use images for textual content, use "ALT"
attribute to include a few words of descriptive
text
– Make sure that our <title> elements and ALT
attributes are descriptive and accurate
– Check for broken links and correct HTML
– Review our recommended best practices for
images, optimizing it, video and rich snippets
ON-PAGE OPTIMIZATION (CONT’D)

15. • Quality Guidelines
– Make pages primarily for
users, not for search
engines
– Don't deceive your users
– Avoid tricks intended to
improve search engine
rankings
– Makes our website unique,
valuable, or engaging
ON-PAGE OPTIMIZATION (CONT’D)

16. • Technical Guidelines
– Use a text browser such as Lynx to examine
– Allow search bots to crawl our sites without session IDs or
arguments that track their path through the site
– Web server supports If-Modified-Since HTTP header
– Utilize robots.txt to tells crawlers which directories can or
cannot be crawled or test it with robots.txt analysis tool
– Make sure CMS creates pages and links that are crawlable
– Test site whether it appears correctly in different
browsers
– Monitor your site's performance and optimize load times
ON-PAGE OPTIMIZATION

17. • A number of strategies implemented off our web
site. In short: Outbound links and Inbound links
• Things to consider
1. Inbound links from authority sites
2. Anchor text of inbound link
3. PageRank
Quality and relevance of incoming links
4. Placement of link in web page
Contextual link is the best!
5. Get links from relevant/related sites
Irrelevant will put our page at risk
OFF-PAGE OPTIMIZATION

18. • Webmaster Tools
• Webmaster Blog
• Spam Report
• Performance Monitoring
– Site Performance tool
– Page Speed
– Yslow
– WebPagetest
– Alexa
– Google Analytics
– Other miscellaneous tools
TOOLS

19. • Utilize White Hat
• Don’t ever think about Black Hat or we will put our
company reputation in trouble
• The rank will sink in search engine results or even
worse, be removed from search results
• When hiring an SEO agency, they should give us
details on how they work
• It will flag a Web site that goes from zero links to a
few hundred in a week
TECHNIQUES

20. • Link Building Techniques (both direct and indirect)
1. Directory Submission
2. Article Submission
3. Social Bookmarking
4. Forum Posting
5. Guest Posting in Other Blogs
6. Press Releases
7. Social Networking Sites
TECHNIQUES (CONT’D)

21. • Automatically generated content
• Participating in link schemes
• Cloaking (presenting different content or URLs )
• Sneaky redirects
• Hidden text or links
• Doorway pages (multiple domain or same site or
multiple pages same content)
• Abusing rich snippets (web page content
summarization)
PROHIBITED TECHNIQUES

22. • Sending automated queries
to Google
• Scraped content (copy,
modify, (re) publish without
values)
• Affiliate programs without
value
• Loading pages with
irrelevant keywords
(stuffing)
• Creating pages with
malicious behavior
PROHIBITED TECHNIQUES (CONT’D)

23. • If our site isn't appearing in search results
• Performing more poorly than before while it does
not violate search engine guidelines
• Recently purchased a domain that might have
violated guidelines before owning it
• How?
– Sign in to Webmaster Tools with our Google Account
– Make sure the site have been added and verified
– Request reconsideration of our site
SITE RECONSIDERATION

24. • Submit it to Google
http://www.google.com/submityourcontent/
• Submit a Sitemap using Webmaster Tools
http://www.google.com/webmasters/tools/
Search engine will utilize Sitemap to learn about our
site structure and to increase coverage of our web
pages
• Be assured that all sites that should know about our
pages are aware our site is online
SITE SUBMISSION

25. Credit: Omanus.com
MASTERING SOCIAL NETWORK AND ITS
STRATEGIES

26. • Interesting or “Whats-In-It-For-Me” post is
inevitably mandatory
• Write with our own style
• Don’t shorten every single word or most of it
• Utilize hash tag (#) wisely to get crawled or serial
tweets
• Avoid self-centered posts
• Keep tweeting regularly to make ourselves “read”
• Focused tweets attains sustained and loyal followers
MAINTAINING TRACTION

27. • Pick up and publish “practical” tweets in day time
• Night is the time for “entertaining” post(s)
• Scoping what we tweet in our Twitter bio
• Let people know us further through Twitter profile
• Place in proper profile picture (clear and firm
company logo)
• Follow insightful and informative account to get the
inspiration what to tweet
• Categorize our account and join in the directory
MAINTAINING TRACTION (cont’d)

28. • Schedule our tweet
during busy day or for
particular events
• Don’t expect people will
read all of our tweets
except we mention
them
• Decide which language
to use (if necessary)
• Unfollow is just ONE
CLICK away
MAINTAINING TRACTION (cont’d)
Credit: Sidomi.com

29. • Always remember,
Twitter is social
network for
INFORMATION
• Leave a reply when
mentioned even
just to say “Thank
you”, especially
from our customer
or someone we
know
ENGAGING WITH OTHERS
Credit: Teachtaught.com

30. • Mention other accounts for important event
• Give compliment for something to celebrate
about
• Reduce the midnight post unless we have
insomaniac or different time-zone followers
• Reply is always to reply and ReTweet is always
for forwarding or broadcasting tweets
• Utilize Direct Message if conversation is too
frequent and personal
ENGAGING WITH OTHERS (cont’d)

31. • Remember the “40:40:20 composition”: 40%
tweets, 40% replied and mention, and 20% reply
• One-way account never gives a reply
• When citing a tweet, mention the source (with or
without “@”) or use double quotes (“”)
• Indonesian Twitterverse busiest day and time are
Thursday night, followed by Friday night and all
day on weekends (*SalingSilang latest report)
• All tweets are downloadable (available for few
people by now)
ENGAGING WITH OTHERS (cont’d)

32. • Tons of apps and tools out
there. TweetDeck,
HootSuite, and
SproutSocial are three
among others
• Twitter only provides web
for simply tweeting
activities and open its API
• Third party utilizes API to
offer necessary apps and
tools
HOW TO MANAGE AND MONITOR

33. • It is important to manage several
accounts own by an entity,
department, organization,
institution or corporation
• Slightly important for more than
two accounts hold by same
person
• Embrace Twitter Lists and
Columns to classify and monitor
similar accounts
HOW TO MANAGE AND MONITOR(cont’d)

34. • We could use scheduled tweets, but no tools for
recurring’s due to Twitter policy
• Might need to mute tweets and or accounts for a
while, for some reasons
• Hashtag is column-able too
• Pick-up which services utilized for picture, video and
links
• Set-up the notification (sound, alert, pop-up
window)
• Embrace ‘block’ and report as spam’ wisely
HOW TO MANAGE AND MONITOR (cont’d)

35. • Particular tweets with certain period of time
• Search first and analyze later
• Based on specific keyword(s)
• Manual vs Automatic
• Various tools: Radian6, ThoughBuzz, Brandtology,
SalingSilang
• Impossible to get result with 100% accuracy with
automated software
• Engine inside the software will always learn new
things
ANALYZE TWEETS

36. • Furthermore, analyst help
(read: manual intervention)
will always needed
• Exception: protected
accounts and definitely
aL4Y tweets
• Within the tool, we could do
analysis automatically and
get the result in timely
manner
ANALYZE TWEETS (cont’d)

37. • Few software allows user to manage their Twitter
account directly
• Most of them are offered in trial and freemium
model
• Always possible to analyze everything, even our
direct competitor
• Result yielded in various format. TXT, PDF, HTML,
XLS are the most common
• For pictures, do utilize Twitpic to attain user views
• For tweet with links, put Bit.ly on the map
ANALYZE TWEETS (cont’d)

38. WRAPPING-UP FACEBOOK

39. • Pretty similar content characteristics like in other
social networks
• But Facebook is network of FRIENDS, either meet
in-person or online. You decide! 
• Therefore, more personal life posts are frequently
found in this respective network
• Tag our friends in post, conversation, and photo
properly and wisely
• Form a group to accommodate similar interests
• Might decide to allow post exposed in our timeline
COMMUNICATION TECHNIQUES

40. • Traction and engagement measured through
– Comment
– Share
– “Like”
– Fan Page
– Subscriber
– “Talking This”
– Check-Ins
• Fake and spammer accounts are always there
• Tools: SproutSocial, HootSuite, TweetDeck and
many more
UNDERSTANDING MEASUREMENT METRICS

41. COMPANY BLOG

42. • Promote our blog (for sure!) in any appropriate
materials (email footer, mailing lists, forum, social
networks, name card if necessary and even verbally)
• Cross post and (again) promote it upon publishing or
writing content, aimed to get the “viral effect”
• Enable comment, regardless the moderation
• Link to other blogs: colleague, friends, relatives,
experts, idols
• Link posts to other sites
• Do “blog walking” once a while
GETTING THE TRACTION

43. • Register into directory to get the exposure
• Join blogging network or community
• Above all, CONTENT is KING. It always be!
 Write interesting pieces, and regularly
 Be confident with your writing style
 Watch out other similar blogs out there
 Learn from the master
 Enrich posts with picture, and video if necessary
 Explore various type of pieces available (such as links,
quotes)
GETTING THE TRACTION (CONT’D)

44. • Not only enable, but
moderate comment as well to
avoid spam
• Reply the comment posted,
especially when answer is
needed concisely and politely
• Pick a though-provoking topic
as it will stimulate others to
read and in the end leave
comment
OPTIMIZING THE ENGAGEMENT

45. • Leave our mark when visiting other blog
 It means that we have read it
 A way to appreciate the post
 Hope other blogger will do the same like what we did
 Write a meaningful, useful, and if possible insightful
comment
 Have at least two or three sentences
• Spend time to mini-research our readers
– To know their profile
– To understand what catches their attention
OPTIMIZING THE ENGAGEMENT (cont’d)

46. • What we will blog for?
• Decide on engine (i.e.
WordPress, TypePad,
Blogspot, Drupal, Joomla)
• Host by our own versus
third-party (hosting
provider or platform
provider)
• Choose hosting or third
party provider
THINGS TO CONSIDER

47. IN-HOUSE VS OUTSOURCED (CONT’D)

48. • In-House Considerations
– No one knows our business as well as
we do
– No one as passionate serving our
customers as we are
– We have knowledge, competence and
resource to manage
– Company Size versus Core Business
– Too risky to outsource our brand's
reputation and image
– Newly created account is easy to
handle
IN-HOUSE VS OUTSOURCED

49. IN-HOUSE VS OUTSOURCED (CONT’D)
• Outsourced
– Do we know social media more than it's popularity and
consumers?
– Do we have tools and manpower to manage in-house?
– If yes, anyone with marketing experience, preferably
digital marketing?
– Hire a part-time social media crew instead of outsourcing?
– Do we trust outside entity to represent and promote our
services and brand?
– Do we have time to learn and understand social media
basics so we aren’t blindly handing over the reins?

50. • The third party should:
– Understand our business model, customers,
marketing strategy, and target market
– Passionate about company mission and vision
– Tour our business and meet our employees
– Become experts on our products
– LOVE our business and want it to succeed as
badly as we do
DECIDING ON OUTSOURCING

51. • What pieces to outsource:
– Facebook, Twitter, and others
– Content creation
– Statistics/Reporting on social media sites
– Campaign Management for promos or launches
• How much does it cost?
– Social Media Assistants/Virtual Assistants hourly rate
– By average, SME will need 15-30 hours per month, or more, to
see returns
– Social Media management tools
– Or All-in costs from agency
IF OUTSOURCING THEN?

52. • Such examples are:
– Fan base growth: Hitting 1,000 fans or followers
over a set period of time
– Customer acquisition: Getting 50 redemptions
per campaign on social media offers
– Support of direct marketing: Adding 200 names
to your e-mail database per month
– Engagement: Achieving 20% participation by
your fan base (e.g. Facebook "likes" and
comments)
SOCIAL MEDIA MEASUREMENTS

53. • Different media, different content
• Content is KING, Traction is QUEEN, Engagement is ACE
• Be CONSISTENT in creating username for any (type) of social
media accounts, to be easily remembered. Can’t get it? Try to
claim for it
• Be thoughtful PRIOR to posting as Search Engines crawl almost
everything, including our content
• KISS Metrics engagement surveys: 1-4 Tweets per hour, 0.5
Facebook posts per day, and best CTR (click thru rate) in
midweek and weekend
• Make sure to maintain business authenticity if outsourced
MASTERING ITS TECHNIQUES IN GENERAL

54. • Put disclaimer in Twitter bio such as “Official
account of #CompanyName”, or our tweet hours
• Prepare “token” to attain traction and engagement
• Analyze our Twitter account end-to-end periodically
• Have other parties helping us (our employee,
partner, customer, buzzer, agency or others)
• Always be 3I (informative, interesting, insightful)
• Promote it wherever possible
• At the very least, follow back our followers
MASTERING TWITTER TECHNIQUES

55. • Put everything about company page in place such as
mission, vision, core business, products or services
offered, contact details in Company Page profile
• Analyze our Facebook account end-to-end periodically
especially the conversation, feedback, both complaint
and compliment in particular and take necessary action
• Let other parties helping us (employee, partner,
customer, agency or others)
• Always be 3I (informative, interesting, insightful)
• Promote it wherever possible
MASTERING FACEBOOK TECHNIQUES

56. • Be authentic
• Be transparent
• Get inside our readers' minds
• Solicit feedback
• Don't be offensive or put ourselves in
big public risks
• Citing others then we’ll get quoted
• Always check internal link
• Accommodate guest post (feature
column, expert) and ghostwriter
• Promote in social media or network
MASTERING BLOG TECHNIQUES

57. 15 MINUTES COFFEE BREAK II

58. UNDERSTANDING INTERNET ADVERTISING

59. • Citing Nielsen, last year’s internet advertising
market size for Indonesia is USD132.50m
• It accounts for 1.3% of total advertising budget
• In the U.S, same period sits around USD35B (IAB
and PWC report)
• As it stands, advertising through internet but
exclude mobile
• Google dominates share of wallet of internet
advertising space worldwide with nearly 85 percent
UNDERSTANDING THE BACKGROUND

60. • Contextual ads on search engine (paid search)
• (Dynamic) Banner ads
• Blogs
• Social network advertising
• Rich media ads and Interstitial ads
• Online classified ads
• Advertising networks
• Cross-platform ads
• E-mail marketing
FORMAT OF INTERNET ADVERTISING

61. • CPM (Cost Per Mille)/CPT (Cost Per Thousand
Impressions) paid for exposure to a specific audience
• CPV (Cost Per Visitor)
Paid for targeted visitor to the advertisers website
• CPV (Cost Per View) paid for each unique user view
of an advertisement or website
• CPC (Cost Per Click)/PPC (Pay Per click) paid each
time a user clicks on their listing and is redirected to
their website
REVENUE/COST MODELS

62. • CPL (Cost Per Lead) identical to CPA
Based on user completing a form, registering for a
newsletter or some other action that will lead to a
sale
• CPS (Cost Per Sale)/PPS (Pay Per Sale)/CPO (Cost
Per Order) paid each time when a sale is closed
• Fixed Cost
• Cost per conversion of acquiring a customer (total
ad cost divided by number of lead, sale, or purchase)
REVENUE/COST MODELS (CONT’D)

63. • Floating ad
• Expanding ad
• Wallpaper ad
• Trick banner (a dialog box with buttons)
• Pop-up
• Video ad
• Mobile ad (SMS or MMS)
ADVERTISEMENT TYPES

64. • Superstitial
Animated ad video, 3D content or Flash to provide a
TV-like advertisement
• Interstitial ad
A full-page ad that appears before a user reaches
their original destination.
• Frame ad
An ad appeared within an HTML frame, usually at
the top with the site logo. As the user browsed the
site, the frame would not change.
ADVERTISEMENT TYPES (CONT’D)

65. • Static or animated images, audio and video
• Widely used for branding
• Utilized cookie and browser history to determine
users demographics and interests
• It targets appropriate ads to respective users
 Configurable for specific target market based on
 Behavioral retargeting
 Demographic targeting
 Demographic targeting
 Site-based targeting
PAGE BANNER

66. • Form of advertising particularly common in
newspapers, online and other periodicals -- may
be sold or distributed free of charge
• Now market for online classified ads has topped
newspapers with more than USD100B combined
• Kelsey Research Group predicts newspaper's
revenue from classifieds advertisements is
decreasing continually as internet classifieds
grow
CLASSIFIED ADS

67. • Advertising through mobile devices (smart phone,
feature phone, tablet PC, PDA, PDA phone)
• A subset of internet advertising and mobile
marketing
• Has a captive market of around 3 billion devices
across the globe
• Accounts for more than 1% of global advertising
budget
• Advertisers and media industry increasingly take
account of a growing mobile market
MOBILE ADVERTISING

68. • Type of advertising
– Mobile web banner (top of page)
– Mobile web poster (bottom of page)
– SMS (90% worldwide)
– MMS (less popular)
– Within mobile games
– Within mobile videos
– Full-screen interstitials
– Mobile content or mobile web page
– Audio
MOBILE ADVERTISING (CONT’D)

69. • Revenue/Cost Models
– Impressions (views)
– Click-through rates
– Cost Per Impression
– Click-through (Cost Per Click)
– Conversion rates
– Mobile media (in-App)
– Cost Per Install (CPI) based on the user
downloads/installs the app
MOBILE ADVERTISING (CONT’D)

70. UTILIZING E-MAIL MARKETING

71. • US firms spent USD1.51B on email marketing in
2011 and USD2.468B by 2016 (Forrester)
• Return Path recent study shows the average of
email delivery rate is 56%, 20% of them were
rejected, and 8% were filtered
• Transactional email
Based on a customer’s action with a company
(purchase/order confirmation, email receipts)
Engage customers, introduce or extend the email
relationship with customers or subscribers, to anticipate
and answer questions or to cross-sell or up-sell products
or services
E-MAIL

72. • Direct email
Communicate a
promotional message
(discount, rebate, cash
back, or other special
offer)
• Opt-in email
Whereby recipient has
agreed to receive it. This
to eliminate the
disadvantages of email
marketing
E-MAIL (CONT’D)

73. • Inform customers on upcoming events, promotions,
new products, new services
• Might want to ask them if they would like to receive
the newsletter
• Create a mailing list, put their email addresses and
start sending it
• Don’t forget to include disclaimer saying that they
are in the newsletter list and how to unsubscribe in
the email footer
NEWSLETTER

74. QUESTION & ANSWER

75. THANK YOU!