Digital Web Training 101

1. Digital Training 101

2. Before we start
A few digital facts...
One in four Americans watches a YouTube video every day.
71% of companies now have a presence on Facebook. 59% are on Twitter,
and 43% use a company blog for marketing.
In the coming year, 77% of companies plan to spend more on
YouTube; three-quarters plan to increase spending on Facebook and blogs,
and 73% will invest more on Twitter.
Consumers are more likely to trust online consumer opinions (49%), opt-in
(vendor) emails (40%) and even brand websites (35%) than any type of web-
based advertising–though search ads (21%) outperform other formats.

3. Presentation Overview
‣ Digital
Landscape
and
‣ Social
Growth
‣ Content
‣ Search
engine
op5miza5on
(SEO) ‣ Email marketing
‣ Paid search (SEM) ‣ Video
‣ Mobile

4. Source Nielsen 2011

5. Source Nielsen 2011

6. Source Nielsen 2011

7. Source Burson Marsteller 2011

13. SEO
What is it?
The process of getting traffic from
the organic listings on search
engines.
Tips
SEO is far more complex than paid
search. How search engines such as Google,
Yahoo and Bing select the best websites for a
specific term is not completely understood.
Testing is necessary.
Organic vs. paid search. Organic
searches are not ‘sponsored links’ but links to
pages that the search engine deems to be the
most relevant to the search query.
SEOMoz 2011

14. SEO
Why SEO?
Delivers a high return on Helps people find your site.
investment. High ROI is attainable if What better way to reach your audience than when
implemented and consistently evaluated. they are looking for information about a specific
product or supplier?
Companies are investing in it
It’s very easy to gauge its success.
regularly. 45% of companies are planning to Are you top of the listings? How many customers
increase their SEO budget by more than 20%. came to you via a search engine?
Higher visibility.
Try searching in Google for key phrases relevant to
your business and take a look around – is your
website listed? What about the competition?
Achieve your business goals.
Want more customers? More leads? More sales?
Source Econsultancy 2011

15. SEO
Key questions to ask
What are we hoping to get out of Who will be responsible for this
this? What is the overall motivation for project?
optimizing this site? Do we want more sales, Will it be run entirely in house or will it be handed
more subscribers, more traffic or more publicity? to another company to sort out?
What is the timeframe?
How long will it take to get off the ground? Is this
a quick fix or part of a long-term strategy?
How much money is needed?
Obviously, paid search would be a lot more
expensive, but SEO could pay dividends in the
long term.

16. SEO
Pros Cons
Low cost way of attracting relevant Competition
audience
Constantly changes
Strong organic search performance
equates to a more trustworthy brand
Methods used by Google and other
search engines change regularly to
Google's 'universal' search includes improve relevance
images, maps, social content, and
video
Driver of additional traffic to site

17. SEO
What are we doing now?
Optimization project addressing 400 global URL’s are being
optimized to improve ranking.

18. Paid Search
What is paid search?
“Sponsored links” that are essentially
advertisements, which advertisers can
control (for a fee).
Companies choose to place ads that are
matched to search queries.
You are bidding on ‘search queries’.
How much you are willing to pay for a
specific search term has a huge say in
how far up the listings.
Source: EConsultancy

19. Paid Search Source: Rank Higher 2011

20. Paid Search
Why paid search?
Reach out. Easy to gauge success.
Want more customers? More leads? More sales? Are you top of the listings? How many customers
The internet is a global marketplace and consumers came to you via a search engine? Which keywords
appear to have lost their fear of buying things online. generate the highest conversion rates?
High conversion rates.
Studies have found that search engines generate
Higher visibility. better-than-average conversion rates, based largely
Make it easy for web users to find your products and on the fact that shoppers are actively looking for
services. Making it onto the first few pages of Google products.
or Bing could not be more crucial.
More sales/leads.
Competitor activity is intensifying. Most companies use paid search to drive highly-
92% of online adults use search engines to find targeted traffic to their websites, with a view to
information online. It is essential to not fall behind the converting them to a customer or prospect.
competition in rankings.
Source E-Consultancy Paid Search Best
Practices

21. Paid Search
Pros Cons
Offers ads to people who are in the process Google dominates paid search and prices
of looking for relevant content, products have risen. ROI is good on Bing and
and services competing properties, but volume of
searches lacks
Response rates are high and can be
started with a small budget Pay-Per-Click (PPC) requires testing and
optimization to remain cost effective
Best practices are readily available
Some paid search dollars are spent on
what are essentially “navigational”
Wide variety of high quality, free and paid searches where the person would have
technologies to manage, track, test and found the site anyway,
optimize paid search campaigns
Paid search is second only to (lower cost)
house email marketing and SEO

22. Paid Search
What are we doing now?
Corporate project: Paid Ads

23. Mobile
What is it?
Mobile marketing involves
communicating with the consumer
via mobile devices, either to send a
simple marketing message to them
directly or to allow them to visit a
mobile website. Text
• Mobile Websites
• Multimedia messaging services (MMS)
• Bluetooth, wireless and infrared marketing
• Mobile search marketing
• Mobile display advertising
• Mobile video advertising
• Mobile applications
• QR-codes

24. Mobile
Why mobile?
Flexible. The opportunities offered through Multi-purpose. Mobile marketing is similar to
mobile marketing range from SMS/MMS and social media in that it can cross over easily into
mobile-search through to QR-codes and mobile- other areas of a business, such as customer
commerce sites. service.
Cost-effective. Mobile marketing can be Integrated. Mobile marketing can be easily
relatively inexpensive. Setting up an SMS campaign integrated with most of an organization’s other
can be done on a reasonably small budget. marketing activities, despite technically operating
independently from other channels and marketing
Less complicated. Historically, marketers functions.
have had difficulty using mobile channels, due to
the variety of handsets, platforms and operating Easy to analyze. Message delivery rates,
systems. response rates and sales conversions can all be
tracked accurately through a mobile campaign,
Reach. Mobile marketing enables the marketer allowing maximum optimization and understanding.
to interact directly with the customer on a large
level, given the reach of the channel.

25. Mobile
Source Econsultancy

26. Mobile
Source EConsultancy

27. Mobile
Pros Cons
Mobile is increasingly one of the primary ways Viral adoption is unlikely without significant
in which we go online marketing support using direct and branding
channels.
Ability to be with customers anywhere and
anytimeServices and marketing can be It is incredibly expensive to move from a non-
customized by location, whether through user mobile site to a mobile friendly one. High
designations or geo-targeting technology amounts of time and resources are needed.
Smart phones are expected to overtake the
amount of desktops by 2015 Mobile phones are even less standard than
PCs. Be mindful of screen sizes and operating
systems.
Privacy is always in question on any network
or device. You must offer clear instructions for
opting out of marketing communications.

28. Mobile
Mobile growth in Asia from 2000-2010
Source: Nielsen

29. Mobile
What are we doing now?
Tradeshow: QR
Campaign

30. Mobile
What we’re currently not doing well: Optimizing

31. Social Media
What is it?
Media for social
interaction, using highly
accessible and scalable
communication techniques.
This includes, but is not limited to:
Facebook
Blogs
Twitter
Linked In
YouTube
Interactive games
Forums
Communities
Source Ogiilvy 2011

32. Source: O-Globe 2011

33. Social Media
Source Ogilvy 2011

34. Social Media
Why Social?
Relationship Building. Social media allows Search Engine Optimization. When you
us to connect and build relationships. combine the power of Social Media with the power of
Google you can get some amazing results on major
Levels the Playing Field. Marketing is one search engines when you do it correctly.
of the largest expenses any company has.
Build Your Brand. Social Media allows all
Allows You to Monitor Competitors. businesses to have a voice.
Allows you to easily monitor what your competitors
are doing and what other people are saying about
them.

35. Social Media
Pros Cons
Social media allows companies to take Negative comments or worries about them
advantage of listening and further analyze can derail the effort.
instantly.
Places high demands on your time. Content
You can build brand loyalty. must be created, edited, approved and
published; comments must be responded to
and sites and pages must be maintained.
You can learn more about your target
audience by studying comments and
analytics. Can make adjustments to your It can be difficult to constantly come up with
strategy accordingly. innovative exciting content that interests a
variety of readers and if not relevant your
efforts will be wasted.
Immediate and unfiltered feedback to
respond to
Brand Ambassadors can speak on behalf of
the company

36. Social Media
Leads and Engagement
Source LionBridge

37. Social Media
Facebook: What is it?
Facebook is the heavy hitter in the social network world. It has over 800
million active users. It is a social network that allows you to connect with
friends and family. Users can share links, photos, status updates, or videos
with their friends.
Point of Difference:
• Connecting with people is permission based
• Easy to find people who you know
• The “like” button makes it easy to share your interests
Ways to Utilize:
• Share breaking news in your industry Source EConsultancy
• Ask questions and get to know your customers
• Share your content that has been created on other platforms
Common Interests:
Communities, Instant Messenger, Science & Technology, News/Information, Politics & Commentary,
Magazines, Regional/Local News, Discussion/Chat

38. Social Media
Twitter: What is it?
Twitter is a condensed version of Facebook’s statuses. It’s simply updates
sent out with less than 140 characters. The small updates have become a
way to relay breaking news or relay opinions to your followers.
Point of Difference:
• Simple to use
• Can follow anyone you want
• Quickly digested given the 140 character limit
• Easy to get information fast
Ways to Utilize:
• Share breaking news in your industry Source Econsultancy
• Connect with leaders in your industry
• Let followers know about upcoming events/promotions
• Tweet from live events
Common Interests: Science & Technology, Politics & Commentary, News/
Information, Science/Nature, Technology, Fashion/Cosmetics

39. Social Media
LinkedIn: What is it?
LinkedIn was created to help professionals network. It allows you to host
an online resume and get introduced to important people in the industry
through your own connections.
Point of Difference:
• Is known as the “Facebook for grown-ups”
• Allows you to get introduced to people you may never be able to meet
• Lets people view your resume online
Ways to Utilize:
• Create connections with decision makers of companies
• Share your content with people who are business minded Source Econsultancy
User’s: Sales function, Academia, Admin, Operations, Engineering, other

40. Social Media
YouTube: What is it?
YouTube is a social network that allows you to upload and share videos.
This includes professional and non-professional content. YouTube.com is
owned by Google and is always closely integrated with Google’s other
search engines. Videos have been known to generate highly qualified
traffic.
Point of Difference:
• Focused on sharing videos
• Allows video sharing with only a few clicks
Ways to Utilize:
• Create product demonstration videos of your or other people’s products Source Econsultancy
• Document the process of making your product or service
• Interview authority figures in your field
• Document promotional events
Common Interests: Humor, Politics & Commentary, Fashion/Cosmetics, Science %
Technology, Schools/Universities, Science/Nature, Music/Radio

41. Social Media
What is a Community?
A social network of individuals who Communities have the following
interact through specific media, characteristics:
potentially crossing geographical
and political boundaries in order to • They are continuous, not temporal. There is a
core membership that interacts together over a
pursue mutual interests or goals. long period of time.
• People within communities get to know each
other and interact regularly
• Community leaders emerge over time as they
continue to take proactive roles in the
Source Wikipedia community and rally other members to their
causes. These leaders are community members
and they self-select because of their interests.

42. Social Media
Why Community?
Allows a direct line of contact. Questions to ask:
1. Why do you want to launch a community? What are
Targeted Reach. Online communities have your business objectives?
access to specific discussion groups where they form
specialized relationships and access information 2. How are you achieving that objective today, without a
community? Describe any processes, and tools used
to try to achieve it.
Communities have strategic benefits. 3. How do you envision achieving those objectives with a
This requires considerable investment (in resources, community? Describe the new processes, and any
time, and tools) specific features you envision using.
4. What are the benefits to your members? To your
division/department/team/group?
5. What do members want? Complete the sentence, "I
want to..." from their perspective.
6. Who are your key community members?
7. What are your executives expecting out of this
community?
8. What names come to mind for advocates for your
community?

43. Social Media
What are we doing now?
Twitter

44. Social Media
What are we doing now?
LinkedIn

45. Social Media
What are we doing now?
Facebook

46. Content Marketing
What is it?
Content marketing is a marketing
technique of creating and distributing
relevant and valuable content to attract,
acquire, and engage a clearly defined and
understood target audience - with the
objective of driving profitable customer
action.
Source LionBridge

47. Content Marketing
What’s popular?
Source Econsultancy

48. Content Marketing
What’s effective?
Source LionBridge

49. Content Marketing
Pros Cons
Doesn't cost very much to use/create content It does take a commitment of time.
marketing
If you are new to the industry, it could be
As an expert in your industry, it won’t take a huge challenging to create solid and useful content
investment of time to create and publish this new
material Getting started can take some time. Especially to
determine which approach will work best for your
As a means to build credibility, it is more effective business and goals.
than typical advertising. Everyone prefers to be
educated rather than "sold"
Source LionBridge
2011

50. Content Marketing
What are we doing now?

51. Email Marketing
What is it?
Email marketing is directly Tips:
marketing a commercial message Response rates for targeted email typically
to a group of people using reports house email has the highest ROI of any
tactic, offline or digital.
electronic mail. In its broadest
sense, every email sent to a
As a nurturing and retention tactic, email doesn't
potential or current customer could get the same level of attribution for revenue, but
be considered email marketing. many believe that a large measure of email's
impact goes uncounted and uncredited.
Source Econsultancy

52. Email Marketing
Why email? It’s the second highest ROI.
Source Econsultancy
2011

53. Email Marketing
Why email?
Drive sales and build revenue. Increase customer
Effective email communication can satisfaction. and loyalty with relevant
maximize customer lifetime value. The and tailored materials
right information at the right time will help
drive sales.
Boost brand awareness and
credibility
Creates opportunities for
cross-selling and up-selling.
with banners and links to additional content
Reduce costs. Email marketing is
much more cost effective than traditional
marketing. Email allows you to send
segmented and targeted emails that
provide relevant content

54. Email Marketing
Pros Cons
Email offers a direct, customizable channel to Open rates are 10-20%. You must cast your
people who are prospects, once they have net wide.
opted in, made a purchase, or been
considered a potential lead
CTR are 5-9%. Without a targeted and/or
large enough list, success will be minimal.
Email best practices are well established
Open rates can be inaccurate due to images
Emails can be targeted and customized not being shown.
Commercially, people still prefer email as a Email filtering can stop emails from getting to
primary form a communication when being the recipient. Avoid SPAM wording
presented relevant materials
Email is an excellent way to nurture leads
Source Econsultancy
2011

55. Email Marketing
What are we doing now?

56. Email Marketing
What are we doing now?

57. Video
What is it?
Online video enables Tips:
non-linear, rich, interactive
Expecting customers to want to watch your
storytelling. It enables increasing the video, simply because it‘s there is tenuous, when
quality of customer engagement on what consumers now expect is relevant content
your brand’s website. that they can enjoy or find useful.
Video will, by its nature, increase on-page time,
but only if it‘s visible. Make sure it‘s obvious and
easily accessible, and consider highlighting video
on your site or in product search results.
Do video in the right place at the right time and
demonstrate results that will help to educate
stakeholders about the relationship between the
web, social media and their bottom-line
Source Econsultancy

58. Video
Why video?
Source Nielsen
2011

59. Video
Why video?
Exposure. Reduce abandonment rates
Forrester found that videos were 50 times more likely to
receive an organic first page ranking than traditional text and point to your site.
pages. Offer opportunity to link back to and within your site from
video.
Delivers information in a
Brand engagement.
different way. Online video can help a brand come alive and resonate
Be sure to include title tags and keywords that support with consumers.
the material.
Increase sales conversions.
It can capture a website visitor at the top of the
purchase funnel and help guide the consumer closer to
a purchase decision while connecting with the brand
Source Econsultancy

60. Video
What are we doing now?
• Onsite Video
• YouTube Channel

61. Creating a strategy
1. Evaluate your current 5. Define the broad
online activities strategy
2. Define your 6. Create a channel and
communications and form plan
business objectives
7. Develop elements to
3. Identify target audience execute channel plan
4. Plan your audience
interaction

63. Thank you. Questions?