Presentation by Matt Forman from Traffika for the Digital Futures seminar hosted by Innovation Centre Sunshine Coast. Covers driving and converting traffic, including SEO, SEM, Local Search, Performance Marketing, Social Media, Facebook, Twitter and conversion optimisation.

1. DRIVING AND CONVERTING TRAFFIC

3. Understand Google’s 3 search engines and how to use them

4. How to use the web for big business branding on a small business budget

5. Learn about using Social Media for business

6. Best practice for converting clicks into customers

8. Oversee digital strategies & campaigns from clients including property, banking, publishing, retail and education.

9. Previously CEO at one of Australia’s fastest growing niche social networks

10. 12 years digital marketing experience including senior online leadership positions at The Perfume Connection and FuelWatch

12. Internet has taken over from TV? *Source: Nielsen Online Internet and Technology Report March 2009

13. Ad $ keep flowing online

15. Big businesses have fallen asleep at the wheel

17. Where we spend our time *Source: Hitwise Top Websites report 13/07/09

18. What are we looking for *Source: Hitwise Top Search Terms report 13/07/09

24. GUS – Blended Search News Text Sponsored Video Maps

25. Performance Media Pay only when your marketing objective has been achieved

27. Premium placements – only pay for the action High reach and frequency without the high price

28. Social Media

29. What is Social Media Marketing “The act of using social influencers, social media platforms and online communities for marketing, publication relations and customer service…” Wikipedia Social Media Marketing definition

31. Same rules apply – CONTENT IS STILL KING

32. Well optimised content distributed through social networks turbo charges your SEOImages from Flickr & used under Creative Commons license: http://www.flickr.com/photos/andrewhuth/803693899 & http://www.flickr.com/photos/diyanakamaruza/3279036914

34. Social Platforms We’ll Cover Over 5.3 million adult Australian members* Over 750,000 Australian members** *Source: Facebook Advertising13/07/09 **Source: Nielsen Netview, May 2009

35. “Es” of Social Media Educate Engage Entertain

37. More than 100 million users log on to Facebook at least once each day

38. The fastest growing demographic is those 35 years and older

39. More than 4 billion minutes are spent on Facebook each day

43. QLD – The Social State Source: kristi-barrow.com and Facebook Advertising, Estimates taken on 19th of December 2008

46. More than 2 million ‘tweets’per day

49. Twitter bandwagon gains momentum Source: Nielsen Netview, March 2009

50. The most successful Twitter campaigns use 1, 2 or all 3 of the three E’s

51. Elements of a Successful Social Media Campaign

53. Giving away value creates value

54. RSS syndication of content to Twitter, Facebook + 12 other social platforms

56. Converting More

58. The first impression a potential customer has of your business – MAKE IT COUNT.

62. Design

63. Copy

64. Calls to action

65. Forms

66. Navigation

69. Creates sense of urgency

70. Builds credibility and trust

71. Keeps everything above the fold (no scrolling)

72. Made it VERY clear what to do next

74. Take Aways The audience has shifted online – how can you take advantage? Search is the foundation of any long term internet marketing effort – get optimised for organic, paid, local and GUS Consider performance media for both direct response and cost effective branding Social Media isn’t a fad for teenagers. Get involved. Start contributing to the conversations. Ask questions. Add value. Don’t forget the 3 Es. Getting the traffic is only 50% of the equation. Create landing pages that make it easy for clicks to convert into customers.

75. Connect With Us

77. Video available from facebook.traffika.com.au

78. Presentation available from slideshare.net/mattforman

79. Tweet me @ twitter.com/mattforman

80. Email me matt@traffika.com.au