eMarketing Guide

eMarketing GUIDE  1

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eMarketing GUIDE
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Forward 2
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</noscript> Introduction 3
De-Mystifying Digital Media 3,4
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Traditional
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Research & Development 7-9
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Identify Trends
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Analytics
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Integrated Communications
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Design
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Find your Voice
Intellectual Property
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Editorial Guidelines
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Marketing Tools 13 - 16
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Pay Per Click
Keywords
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Appendix 17,
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Forward
Social media has changed and challenged conventional wisdom. Marketers have
never before had the opportunity to have a two-way conversation with such a vast
audience. Consumers can now engage government publications and citizens round
the globe transcending established boundaries and cultural mores.

The rules have changed. Corporate America no longer waits out the firestorm of
public opinion for the next big crisis to drown out today’s news from the news hole. If
organizations don’t take control of their identity, the masses surely will. The art is in
reading the pulse of the public and diffusing potential serious allegations before they
can cause any reputational damage.

Many businesses have yet to realize the significant benefits of social media and
online marketing. The Internet is rapidly being embraced by every segment of our
society. Consumers using the net are pre-disposed and ready to make a purchase
decision. No other media delivers an audience who are ready to buy, now. Unlike
conventional advertising, your messaging is unobtrusive and purely information
driven. Online advertising is the most targeted and cost effective medium ever
invented.

The goal of this paper is to provide a framework for establishing a clear set of
guidelines on emarketing and social media. I hope you find this information useful
and begin to realize the vast potential that the web offers us all.

Very Respectfully,

Andrew Ciccone


eMarketing GUIDE

Introduction
As of 2009 122 million people use social media here in the U.S., this represents
approximately two thirds of all web users (comScore April 2009). There is no shame
in not having your business up and running on the net. Many are either intimidated
by the technology or feel the costs are prohibitive. Not so.
Consumers continue to use the net to research to learn about products. Social
media can be highly effective in improving awareness of your brand, building trust
that ultimately leads to increased sales. The market data that can be obtained by
listening and engaging your audience online is difficult to measure and quantify.
What can be said is that its value cannot be overstated, it’s pure gold.

De-Mystifying Digital Media
If you’ve never been to New York City, your first visit might be a bit daunting. Best to
take the train down to the city and then hail a cab! Oh, that’s expensive, no worries,
ride the rails. Wow, I never realized how complex the New York City Subway map is.

Here are a few basic concepts and terms you’ll find helpful as you
traverse the digital interval . . .

URL, what is it?
It’s an address, www.msn.com and it has three [3] parts:

One Protocol, the name of the communications language
Two Domain Name, the name of the server the file is hosted by [Com, Net. Org]
Three Path Name, the location of the file on the server [i.e. www.msn.com/index]

Protocol Domain Name Path Name
http:// www.server.com/ folder/filename.ext

http (Hyper Text Transfer Protocol) html (Hyper Text Markup Language)

Domains are hosted by servers [i.e. godaddy, register.com]


De-Mystifying Digital Media
Html tags
The language embedded within your web-pages is a formatting language (e.g.
how your text is arranged on the page):
<b> text that follow this code are bolded up. </b> disables this function.
<head> code indicates a headline. </head> indicates the end the headline.

Viewing html
On Internet Explorer, you can view the html coding by clicking on View.
The following choices are then, Toolbars, Quick Tabs, Explorer Bars, Go To . . .
Zoom, Text Size . . . Source!
Click Source. an additional webpage pops up displaying the embedded html
coding.

What is a web-page?
It is a text document that is published on a web server, it has html tags within;
almost all web-pages include Hyper Text links and graphics.

What is a website?
It is a collection of web-pages that share a common theme and purpose [domain
name] that users generally access through the site’s homepage.

What is a landing-page?
A landing-page can be a . . .
 Newsletter
 Press Release
 Advertisement
 Contact Page of a website (i.e. www.msn.com/contact)

Newsletter
Start the spring off right by attending our annual Daffodil High Tea on Saturday,
April 17 at 1pm. ... for high tea, this allows more time for taking in Wilderstein's
remarkable ...
www.wilderstein.org/NewsletterWinter10.htm - Cached

Any URL instantly takes you to potentially thousands of web-pages.

The Home-page
The web-page that is generally accessed first within a site is the home-page.
Access to the many pages on the site with links is provided on the home-page.


Media
Traditional Media
Every medium is unique and has inherent strengths for creative and marketing
objectives:

 Radio is mass medium utilized best tactically to remind consumers of your
brand message.

 Newspapers skew older 35+. Print can communicate complex ideas and
legalize better than broadcast.

 Television is still the best medium to reach nearly everyone, however not
for long!

People I’m following
NEW Following makes it easy to see contributions from your connections and others across
groups you share. Just click on “Follow” next to any name in your groups.

Social media platforms
Online platforms are rapidly evolving and may in fact look very different in
perhaps a year from now.

 You Tubers skew younger 12-24 and are typically light television users.
The web may be the only way to reach them.

 Twitter users are typically opinion leaders who are heavy Internet users.
Twitter is excellent for customer service providing real-time instant
feedback to consumers’ questions in 140 characters or less.

 LinkedIn is ideal for integrating your blog feed or Slideshare presentations
or other applications. LinkedIn Groups serve as a resource for getting
expert advice to aid you with your business decisions.

 Facebook encourages people to reach out and engage. You'll find more
people on Facebook than just about any other social network in the world.
There is something to be said for that kind of people power.


Media

Social Media Rules

The elite!
A small fraction of site visitors regularly generate 20%-50% of total site traffic
and an even higher share of conversion.

Double Plus Good
When it comes to conversion, visitors driven to a site by influencers are two to
four times more likely to convert compared to visitors from a paid search.

Mob Rule!
What consumers do and say with your content is far more important than the
content you generate.

Facebook users average over 3 billion minutes on the site. They update
their status 1 million times and became “fans” of a particular company,
brand, product or person 3.5 million times daily.


Research & Development
Most of the fundamentals are the same, but the platform and language are new. It
may take some getting used to.

Listen
First you need is to gain an intimate understanding of your audience.

 How they engage themselves across the social landscape?
 What they are saying, to whom, and in what way about your brand?
 What keywords or phrases are they commonly using?
 Are their views consistent with your expectations? Why not? What can be
learned?
 Who are your customers listening to?
 Who do they follow? What groups do they belong to?
 Are there any trends or patterns emerging?

Determine who your competitors are? Think outside of the box, there may be
other categories that you never thought of.

 How are you differentiating yourself from the competition?
 What media and messaging is your industry using?
 Are there any opportunities that you can seize upon?

TV
PROTO-TYPICAL
MEDIA CONSUMPTION RADIO
RADIO
SOCIAL PRINT
MEDIA
Identify emerging trends, phrases & buzz words

 What blogs are they reading? Fan Pages?
 Do different types visit, click or purchase certain products or services?
 Can you identify any trends or opportunities? Age skews, affiliations etc.
 Where is most of your business coming from? Geography, zip codes, from
other websites, or from your existing marketing efforts (i.e. direct mail
promotions)?



Assess your Findings
 Are your current marketing efforts addressing the insights learned from
your analysis?

 Does your marketing plan need to be re-evaluated?

 Are your promotions yielding a high ROI?
 Does the data indicate that your target does not use the net at all?
 For a modest investment, would an online presence improve current
marketing campaigns?

Cross Channel and Multimedia Tracking

Analytics
These tools can help refine and improve your objectives and strategies . . .

 Conversion Volume
 Identify keywords and phrases that lead to sales.
 Where, when, how often, and how much is said.

 Sentiment/Favorability/Likert Scale
 Who or what are their preferences, and why?
 Can you use this information directionally to improve your strategy?

 Topics of Conversation
What is your audience talking about?
 Price/Quality/Deliverability.
 Performance/Ease of use.
 Overall Awareness of existing campaigns and that of competitors.



Analytics (Continued)

 Ratings
 What are consumers buzzing about?
 What are they saying about your competitors?
 Do they know you’re on the radio?
 Do they know where you are located?
 What your key benefit is?
 Have they even heard of you? Why not?

 Pass-along’s
Content that is interesting, original and useful, is shared, pass it on! Given
the inherent logarithmic nature of social media, your message may very
well go viral!

 Friends & Followers
 Who are their friends, and who are they following? Why?
 Insights into your consumers’ perceptions may reveal competitive
weaknesses and opportunities.
 Following Tools
FriendorFollow.com, WeFollow.com, Tweetstats.com, Twitterlatter.com
Bit.ly tracks links and identifies users linked to you.

Developing an Online Presence
Integrated Communications
Now that you’ve gained a deep understanding about how your customers engage
in social media, you can assess your existing and future marketing goals.
Strategically develop a plan that builds a strong brand identity that truly adds
value to your company and customers.

In this fragmented world it is nearly impossible to reach highly
coveted demographics through traditional forms of media alone.


Planning Your Website
Determine the purpose and structure of your site.
 Functionality
 eCommerce Site
 Event landing Page
 Customer Service Site
 Layout of the web-pages
 Number of pages?
 How many tabs on each webpage?
 Placement of tabs on top and/or bottom?

Schwarzenegger
Name Gov. Schwarzenegger
Location Sacramento, California
Web http://gov.ca.gov
Bio As California's 38th Governor I look forward to hearing from you.
110,895 Following 1,669,325 Followers 14,321 Listed

Design

 Graphics, Video, and Audio streams require a significant amount of
storage easily slowing down how your web-pages come up. Proper
formatting usually alleviates this problem.

 The upper left corner is the focal point for all your web designs. The lower
right corner on your desktop won’t be seen on your Notebook or
BlackBerry device!

 Navigational elements such as hyper-links are great for linking to other
sites to pull visitors into your site. Conversely outbound-links give visitors’
opportunities to leave you site. Not so good.

 Most social media sites (i.e. Facebook, Twitter etc.) can now be easily
linked to forward your posts to all the platforms.



Find your Voice
Don’t offer what is already out there. No one will pay you any bother. Offer
interesting, original, unique content and provide something of real value.
Authenticity and transparency are a must.

Intellectual Property ™
Does Facebook own everything I post and upload on my site? Not exactly, in
theory you have legal recourse should anyone steal any of your intellectual
property. The truth is that the rewards may not be worth the energy and expense.
Same goes for slander.

My personal policy is that I don’t post anything on the net unless I’m
prepared to face these harsh, yet unlikely consequences.
www.copyblogger.com
Copywriting
Keep it simple.
The most successful campaigns and messaging speak with one voice. All of your
promotional efforts on Radio, Print, TV, Direct Mail, and the Net should be easily
identifiable. The voice, tone, typefaces, colors, and feel should all be consistent.
 Add something personal to your profile, on and off the net

 Use concise headers no more than eight words, bullets, icons and other
graphics to highlight critical selling points.

 Readers tend to scan, keep your pages short, and stay on topic.

 Integrate keywords mindful of density.

 Avoid slang and colloquialisms.

 Less is always more when copywriting, get to the point.

 Write using an active voice.

 Break key ideas into bullet points.


Editorial Guidelines
Google http:// adwords.google.com/select/guidelines.html
Yahoo! http:// searchmarketing.yahoo.com/rc/srch/lg.php
MSN http:// advertising.msn.com/msnadcenter/

Delete all offensive
content on your sites.

Don’t overdo it!
 Don’t say anything you don’t feel comfortable saying online.
 Don’t engage in a war of words on the net.
 You don’t have to respond to everything that is being said out there, resist
the temptation.
 Don’t place a link to your blog on somebody else’s blog unless you’ve
written or contributed something that justifies your citing your own work.
 Don’t play someone else’s game. Keep it above board, play to win and
have fun!

CHECK THE BANNED LIST!
http:// adwords.google.com/select/contentpolicy.html

WORDS TO AVOID - about,
a, an, are, as, at, be, by, com,
de, en, for, from, how, I, in, is,
it, la, of, on, or, that, the this, So c ia l A d v er t isin g
to, and, was, what, when, B est Pr a c t ic es
where, who, will, with, www
http:// www.iab.net/social ads

Best Practices

When in doubt as to what is acceptable on the web,
rely on your good old fashioned common sense.


Marketing Tools

eMarketing Tactics

 Continuously update your pages with photos, content, and product news.
Keep it fresh!
 Create events, polls and contests, to learn more about your consumers.
 Develop interactive applications to engage your audience.
 Become an expert in your community by offering useful tips on how to use
your brand.
 Promote your brand via blogs.
 eBlast out Newsletters to select targets.
 Post messaging on You Tube, Facebook and LinkedIn.
 Create a highly targeted AdWord Campaigns (Pay Per Click).

Then . . .
 Build a database of current and potential customers for ongoing
promotional efforts.
 Bookmark pages, bloggers and groups to refer to.
 Tactically group your fans and fiends into categories. This will aide
your emarketing efforts. Individuals and organizations can be labeled
in several groups to create demographic and psychographic
composite(s).

Benchmarks

Bounce Rate
On average nearly two thirds of all visitors bounce out to other sites after
without clicking on any other pages on your site.

Conversion Rate
Process of changing a person’s disposition to act upon something [e.g.
viewing to clicking, clicking to purchase].

Click Value
Is the utility assigned to what a click is worth to you.


Marketing Tools
Pay Per Click Campaigns
PPC is simply an ad campaign that charges the advertiser for only clicks that bring
the visitor to your site. They can view your URL with all the others, that may gain
impressions, but you only pay for clicks.
Advantages of PPC
 Targeted messaging with no waste!
 PPC is fast, easy to implement and manageable providing instant
measureable results.

Let’s get started . . .
One Set up a monthly budget.
Two Create a small text ad (format header and two lines of text with
a well thought out domain name).
Three Specify which ad words are relevant (such as competitors
names, buzz and industry words).
Four Determine the cost per click.

Select Keywords can improve the overall success of your online efforts:
 Wordtracker.com
 Keyworddiscovery.com
 Wordze.com
 SEO Quake
 Yahoo/! Site Explorer
 Yellow Page Lynx Viewer


Marketing Tools
Strategies for bidding on keywords
You are bidding for position, much like an auction. The most coveted words
are akin to prime-time placement.
 Seek out keywords that are not in demand, that’s where the value is.
 Select keywords that indicate where your message is seen (i.e. Hudson
Valley, Sports Content, Skewed towards Men 18 to 34).

The highest rated keyword(s); may not be the best choice for your
marketing objectives:
Rank Keyword Cost Price Gap
#1 Best $5.02 -
#2 Excellent $4.87 $0.15
#3 Very Good $4.74 $0.13
. . . .
#5 Good $2.94 -
#6 Ok $1.91 $1.03
. . . .
#8 Not Bad $0.75 .
#9 Not Too Bad $0.25 $0.50
#10 Good Value $0.24 $0.01

The #6 keyword give you high visibility at a considerably lower cost per click than the
#1 keyword. If a $1.03 per click is affordable perhaps this is a smart choice. The #9
keyword certainly is Not Too Bad at 25 cents per click, certainly affordable, perhaps
well within our budget!

<meta name="description" content=" Facebook is a social utility
that connects people with friends and others who work, study and
live around them. People use Facebook to keep up with friends,
upload an unlimited number of photos, post links and videos, and
learn more about the people they meet." />

Search Engine Optimization
(SEO) is the process of improving the volume and/or quality of traffic to a blog or
website. Optimizing a website involves developing the html language coding with
keywords and to remove barriers to the web-spiders that rank sites.


Marketing Tools
Metrics

Well thought out analytics yields Social Media Metrics
http:// www.iab.net/ social metrics
rich data that strengthens your
brand and bottom line.
Google.com/trends
Googealerts.com
Ultimately measurement tools gauge success against marketing
objectives. How various components contributed or diminished the
success of the effort.
Components of Engagement
 Who saw your message? Demography, Psychology, Geography.
 What pages did they click through?
 How much time did they spend on each page?
 How many people saw your ad? Volume.
 Did they share it or forward it on?
 Have they rated your video? Comments/Sentiment [Evernote.com]
 What was the quality of the conversation like? [Webnotes.net]

Measure your online presence before, during and after
promotional efforts to better Interpret the data.
ACKNOWLEDGEMENTS
Forward Progress, forwardprogressblog.wordpress.com

360i Social Marketing Playbook, playbook.360i.com
Using Web Analytics to Measure the Impact of online media on Business Outcomes,
instituteforpr.org/research_single/web_analytics_a_method...
Context Analysis and Text 100, www.slideshare.net/sethlduncan/ipr-for-slideshare
All About Facebook MARCH 24, 2009,
heartbeatofnewmedia.blogspot.com/2009_03_01_archive.html
The Digital Marketer, digitalmarketer.quickanddirtytips.com

10 Essential Rules for Brands in Social Media, adage.com/digitalnext/article?article_id=142907


APPENDIX

EVALUATION FORM
Time invested 3 hrs per week.

Short Term Objective(s)
One Increase Brand Awareness.
 Create blog publication schedule.
 Add RSS Button.
 Promote thought leadership through blog postings on industry best
practices.
Two Increase Engagements
 Respond to comments within 24 hours.
 Add links to blog on website and in e-newsletter.
 Invite relevant guest bloggers and market to their networks.

TRACK

Social Networks

 Number of posts, unique visitors, page views, downloads, registrations, orders
 Time on site
 Bounce rate
 Audience growth, Velocity at which friends are built
 Number of conversions (e.g. prospect to lead, lead to opportunity, etc.)
 Conversion rate (depends on your specific conversion goals)
 Subscribers
 Inbound links
 Referrals from social networking
 Reach friends from social networks, Influence from friends from social
networks


APPENDIX

Other excellent social media platforms to check out include:
 www.digg.com, Del.icio.us, WordPress.com, Quidoo.com, Technorati
www.technorati.com
 Feedster www.feedster.com, Blog Pulse www.blogpulse.com, Blog Lines
www.bloglines.com
 Qik www.qik.com, Utteril www.utteril.com, TwtVite http:// twtvite.com,
EventBrite www.eventbrite.com, Twitterfeed http:// twitterfeed.com, Twitter
Grader http:// twitter.grader.com, Blip.fm http:// blip.fm

Online Communities

Overview Demographics/Audience

Stubleupon Community votes on WebPages, Almost anything works well, you can
frequenting pages based on segment content specific to interest
results (1 mil visitors/mo)

Digg Submits and votes on offbeat Young men, “techies” – (18 mil
news, Web 2.0 stories visitors/mo)

Autospies Automotive news, Dealer
Car enthusiasts, new and used car
reviews, classified, photo
consumers
galleries

Tip’d Financial news, ideas, and
Investors, business community
investing tips

Del.icio.os Network saves and shares web “Web-centric” skewing toward media
(Yahoo) bookmarks blogging audience
Source: www.doshdosh.com/list-of-social-media-news-websites

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