Making Digital Media Work for Your Business
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The following is a presentation given by David Friedman on Digital Media as it relates to your business. Topics discussed include search engines, social media, accountability and ROI.
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Making Digital Media Work for Your Business
- 1. T: 617.266.9166 www.bostonlogic.com Making Digital Marketing Work for Your Business Delivering Measurable Results Presented by: David Friedman President, Founder Boston Logic Technology Partners
- 2. Ready Set Go Where are we? / How did we get here? New Paradigms Strategies Search Engines Social Media Accountability and ROI Case Study Q & A
- 4. Timeline Email invented ~1973 Public WWW ~ 1993 IM became popular ~ Mid 1990’s Search engines as portals ~ Late 1990’s PPC patented in 2001 SPAM Explosion ~ 2002 - 2004 Social media explosion ~ 2002 -> Friendster ~ 2001 (Dead) Linked In ~ 2002 (Still going strong) Myspace ~ 2005/6 (Dying) Facebook ~ 2007/8 (Still going strong) Twitter ~ 2008/9 (Still going strong) Video becomes popular ~ 2004/5 -> Blogging explosion ~ 2005 -> Wordpress downloads, 1.5MM – 2006 | 3.8MM – 2007 | 20MM+ - 2010 Social bookmarking ~ 2006 -> Smartphone ubiquity ~2008 -> Social Media becomes most common activity on the web 2010
- 5. Times Have Changed 70% more investment in social media marketing Econsultancy, ExactTarget 93% of people expect companies to be on social networks 2009 Cone Survey 33.2 billiononline videos watched in December comScore 53% of hiring manager conduct background checks on Social networks Facebook is the most visited site on the web!
- 6. Stats For the Real Estate Market 94% use the internet in the home buying process 2/3 of home buyers used the internet to search homes first 90% of sellers listed their homes on the internet Profile of Home Buyers and Sellers 2009
- 7. New Marketing Paradigms It’s not about the company, it’s about the customer Message replaced with conversation Pull vs push Content is King! Media is cheap or free Long Tail Accountability
- 8. Who was the Times Magazine Person of the year 2006 You!
- 10. many media Website eNewsletters Blogs RSS Facebook Twitter Linked-In Digg Reddit Your audience can consume your message through many sources Repurposing and syndication of content
- 11. The outbound message has been replaced by a conversation Sociology and technology Fosters Dialogue Fosters relationships Internal Syndication User generated content Cheap
- 12. Push vs. Pull Push is out. Pull is in! Email - Push WWW - Pull IM - Push Search engines - Pull Text message - Push Blogging - Pull Social media - Pull Permission Marketing
- 13. Content Is King! Technology is highly accessible and/or free Strategy is extremely important but a small piece of the effort. Repurposing and Syndication Rich content
- 14. Don’t Promote: Educate! Balance Self-Promotion + Value Contribution
- 15. Black Box Toss money into the box and hope that business comes out on the other side. Customers Leads
- 16. Black Box Becomes Transparent! Divert your budget to the media that work! Use the indicators to hone your campaign Achieve a superior return on your marketing dollar! Optimize! Customers Leads
- 17. Search Engines T: 617.266.9166 www.bostonlogic.com
- 18. Search Engines
- 19. A revolution in marketing Marketing Expenses: Production $$$ + Media $$$ Capital Expenditures + Operating Expenses Traditionally: Pay up front for media Newspaper ad Radio time Post Cards PPM Online media: PPC: Only Pay for the effective media SEO: Free medium eMail marketing: Cost/recipient is ~$0 Social Media: Free Medium Low production costs
- 20. Search Engine Optimization Content New, updated content Topic specific Attract links Code <Head> (Mostly Invisible) Title Tag Description Tag Keyword Tag (Less important) <Body> <H1> Headline Tag <H2> Sub-headline Paragraph Text Bold Underlined Links Link Text Voting/Counting Content Volume/Frequency Keyword Density Keyword Prominence Linking Page 1: CEO Coaching Page 3: CEO Coaching Page 2: CEO Coaching
- 21. Long Tail Keywords Keywords: word or phrase that a user types into a search engine to find information that they are looking for. Left: “Head” Keywords Higher search volume more competitive /difficult to rank for Right: “Tail” Keywords Low search volume, easier to rank for Opportunity for niche ranking Head Long Tail T: 617.266.9166 www.bostonlogic.com
- 22. More Experienced Searchers FACT: A reported 25% of Google searches every day have never been done before. Why? Because we know what we want! Searches getting more specific Want information Want percision Want it quickly
- 23. Social Media
- 24. Blogs are the Heart of Social Media
- 25. Facebook Control your page Pictures Status Feed content Attract followers Join groups Post Events 400 Million Users
- 26. Linked In Custom URL Avatar Profile Recommendations LinkedIn answers Groups Networking Promotion 60,000,000 Users
- 27. Social Network Sharing-Do’s & Don'ts
- 28. Protect Your Online Brand BostonLogic.com Facebook.com/BostonLogic LinkedIn.com/in/DavidGFriedman Twitter.com/BostonLogic Google.com/profiles/YourName
- 29. Careful What You Say:
- 30. ROI
- 31. Renting vs Owning Traditional Media Spot TV Radio Pay Per Click Web banners Outdoor Print Search Engine Optimization Social Media Renting Owning
- 32. Results Accountable CTR = Clicks / Impression Cost Per Click = Ad Buy / Clicks Conversion Rate = Leads / Visitors Cost Per Lead = CPC / Conversion Rate Cost/like or Cost/follower
- 33. Example
- 34. Questions