Social Media and Search Marketing training we conducted recently in SIngapore and Malaysia.

1. Search Marketing David Liem Senior Consultant, Happy Marketer david@happymarketer.com Twitter - @daveliem

2. Our Clients

3. David’s Profile

14. ATTENTION …is fleeting.

16. Our Job is to Create… Relevance Content Context

17. Search Marketing David Liem Senior Consultant, Happy Marketer david@happymarketer.com Twitter - @daveliem

18. Most Helpful = Most Relevant

19. Search Marketing is Cost Effective

20. 3 Simple Things … What Is Search Marketing The Most Important Thing About It How To Sell Search Marketing To Your Boss

21. My Fictional Clients Today Acme Cosmetics International One of the fastest growing companies in the sector Killer Product:HeadSprout! Finally a solution for hair loss treatment

22. What Is Search Marketing?

23. What Is Search Marketing? Driving prospects from search engines to your website

24. What’s In the Search Results Page?

25. Natural Search Results 10 Relevant Results / Links Websites Videos Images News Shopping Based on quality of content, can’t be bought

26. Sponsored Links 6-11 Ads on the Top/Side Known as Search Advertising Advertisers bid on different keywords Only pay when someone clicks (PPC)

27. What Is Search Marketing? Get Better Rankings (SEO) Show More Targeted Ads (SEM)

28. The Most Important Thing About Search Marketing

30. Picking The Right Keywords The keywords you select, define Your costs Your competition Your results Your ROI Your brand value Your success on search engines

32. Hair

33. Treatment

34. Shampoo

35. Serums

37. What Makes Bad Keywords Generic, broad phrases (e.g. health tips) Most single word phrases (e.g. hair or bald) Too few searches Words that aren’t in the customer’s dictionary Anything with a celebrity’s name in it

38. Your Must Have Keywords Your company name Your brand names Your management team Your proprietary IP It’s not optional to market to these keywords!

39. Selling Search Marketing To Your Boss

40. Everybody Has a Boss

41. Selling Search Marketing … Bring out your … PJMAS

42. 5 Ways To Sell It Internally P J M A S Pride – Paint a picture of #1 Jealousy – Show competitors Money – Cheaper than offline Awe – Show ‘em other experts Statistics – Real search statistics

43. Statistics – Most Powerful https://adwords.google.com/select/KeywordToolExternal

44. 3 Simple Things … Recap What Is Search Marketing Getting relevant traffic from search engines The Most Important Thing About It Picking good keywords, avoiding bad How To Sell Search Marketing To Your Boss Bring out your PJAMS, back up with statistics

45. Google Analytics

46. If a tree falls in a forest … And no one is there to hear it … Does it make a sound?

47. The Need for Web Analytics If you have a lot of activities dedicated to sending traffic to your site … But you can’t accurately measure the results of those activities … Did that effort just go to waste??

48. “If you can’t measure it, you can’t manage it.”

49. What is Google Analytics?

50. Provides Answers to Difficult Questions

52. Goal Tracking

53. AdWords Integration

54. Internal Site Search

55. Benchmarking

57. Web Analytics Principles

58. Visitor (or Absolute Unique Visitor) A visitor is uniquely identified by a Google Analytics visitor cookie

59. Visit A visit (or session) is a period of interaction between a browser and website. Closing the browser or staying inactive for 30 minutes ends the session.

60. Pageview A pageview is counted every time a page on your website loads

61. Pageviews, Visits & Visitors

62. New vs Returning Visitors New Visitors have visited for the first time Repeat Visitors have previously visited the site

63. Bounce Rate A bounce occurs when a visitor only views one page The bounce rate is the percentage of visitors who left after viewing just one page.

64. Time on Site

65. Google Analytics Tracking Code (GATC)

66. Traffic Report – Measure SEM, SEO & SMO

67. Content Report – Measure How Compelling

68. What Does A Tagged URL Look Like? http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten

69. Google Analytics URL Builder Google Has a Free URL builder tool to track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

70. What is a Goal? A URL Destination goal A Time on Site goal A Pages/Visit goal

71. Examples of Goals

72. Goals in Reports

73. Funnels – Why Define Them? A series of pages through which a visitor must pass before reaching the goal A funnel allows you to: Examine where visitors enter and exit the conversion process Eliminate bottlenecks in your process Identify which site paths lead to most goal completions Use your findings to test changes on the site

74. Search Engine Optimization KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses

75. What is Search Engine Optimization? Search Engine Optimization is the process of creating or updating a website to improve the site’s ranking in organic search results, with the objective of increasing the volume of quality traffic. This must be done on-page (site architecture, link structure, content, keywords, title tags, etc.) and off page (link building.)

76. Recap – SEO vs SEM

77. SEO – Trusted So Much More!

78. How to Kill The Google Spider

79. Flash Websites

80. Sites with Frames

81. URLs / Page Titles that don’t change

82. Complicated Links URLs with 2+ dynamic parameters: http://www.thedailyanchor.com/page.php?id=4&CK=34rr&User=%Tom% Pages with more than 100 unique links to other pages on the site (spiders may not follow each link.)

83. Things That Will Confuse A Spider ‘Deep Linked’ Pages Pages requiring a “Session ID” or Cookie to enable navigation “frames”

84. Things That Will Kill A Spider (1 of 2) Pages accessible only via a select form and submit button Pages requiring a drop down menu to access them Documents accessible only via a search box Documents blocked purposefully

85. Things That Will Kill A Spider (1 of 2) Pages requiring a login. Pages that re-direct before showing content Having an excessively slow page load time. (Greater than 30 seconds)

86. Spiders Hate Black Hat SEO Reciprocal Link Trading Cloaking Promoting Keywords not related to your Web Site Keyword Stacking Keyword Stuffing Hidden Text Tiny Text Hidden Links

87. Spiders Hate Black Hat SEO Artificial Link Farms Redirects Mirror or Duplicate Pages Doorway Pages, Gateway Pages or Hallway Pages Domain spam & Mirror Sites Typo spam and Cybersquatting Automated Blog Spam

89. KarateSEO© - The Six Factors Keywords Architecture Relevant Content Authority & External Links Trouble Signs Experience on Site

90. Search Engine Marketing Online Advertising Trends & Stats

92. Search – Largest share Growth Of Search: Marketers Voting With Their Dollars Search most dominant form of web advertising 3X growth every year since 2001 45 searches per month, per user

93. Search – Most Cost Effective

94. What is Google AdWords

95. Sample Ads on Google Search

96. … And The Google Content Network

97. Sample Ads on Content Network

98. Your Campaign Structure

99. Sample Campaign – Flower Shop

100. Sample Campaign – Hotel in London

101. The Sweet Spot for Keywords

102. Why use AdWords?

103. Highly Targeted Only shows on relevant searches or content

104. Vast Reach & Audience Reach billions of people, across the world – with just one advertising platform #1 search engine in 17 out of 20 countries measured Your customers search Google in their own language “Google is arguably the most global commercial Web site ever built.” – John Yunker, Chief Analyst, Byte Level Research

105. Affordable & Cost Control No minimum spend You decide the daily budget Choose how much to pay for each keyword Only pay when users click your ad More cost effective than Banner ads, Direct mail, Offline advertising Completely trackable – Shows how profitable each keyword is

106. Fast & Flexible Start advertising within 15 minutes Start & Stop whenever you want Unlimited changes, no charges Target ads by location, language & topic Ability to test multiple ads at once

107. AdWords Terminologies

108. A Typical Text Ad Ad Title (25 character limit) Ad Text (35 character limit) Display URL (35 character limit)

109. Clicks People who click on your advertisements Cost you $$$, everytime somebody clicks

110. Impressions Number of times you ad shows On Google Search Content Partners (Gmail, NY Times, About.com etc) Popular keywords: 1000s of impressions/day Rare keywords: <100 impressions/month

111. CTR – Click Through Rate For every 100 people that see your ad How many click it? Example 1000 impressions 34 clicks 3.4% CTR

112. CPC – Cost Per Click When somebody clicks on your ad You pay Between SGD .02 and SGD 20 (every time) Different CPC for search, content & placement

113. Conversions – the Magic Juice Conversion An action by your website visitor that makes you money (E.g. Sale or Email opt-in) Conversion Rate For every 100 visitors, how many conversions Cost Per Conversion How many $$$ does it cost per conversion?

114. Google Adwords Tool: Priceless! https://adwords.google.com/select/KeywordToolExternal

115. How to set your SEM Budget

116. The right expectation for your budget Very much depends on your keyword competition Cost of Ads $$: #1 Google, #2 Yahoo #3 Bing etc… If possible, proportionally match to seasonal business Seasonal adjustments? More competitive on off-season periods? Degree of exposure? Continuously optimizing?

117. Calculating your SEM budget: No. of Sales Conversion Rate (%) No. of Visitors Cost Per Click ($) Budget

118. Calculating your SEM budget: An Example Your marketing goal is to sell 1000 Creative Sounds Systems globally every month CPC for “Creative Sound Systems” = $1.16 Your website converts2%of its visitors Each sale would cost $58 or 1 sale per 50 visitors 1000 systems sold would cost you $5800/ month

119. Facebook.com/happymarketer

120. “Create Relevance” David Liem Senior Consultant, Happy Marketer david@happymarketer.com Twitter - @daveliem

121. Effective Websites Seven ways to convert visitors into buyers

122. 1. Make The Home Page Useful

126. With so many potential routes a visitor could take, make sure they don’t get lost.

128. 2. Bring Me To The Right Page

130. More general ads about a product or service category should link to more general pages.

133. 3. Help Me Navigate

135. Use clear labels/titles to show what products and services you offer.

139. 4. Give Me The Right Search Results

142. Consider enlarging your search box or making it more prominent.

145. 5. Make Registration Optional

147. You can still capture details like their email address in your payment details form;

150. 6. Make It Easy To Enquire

154. 7. Reassure Me

159. Website Principles Home page Landing Page Navigation Site Search Registration Enquiry Forms Trust

160. Social Media Marketing How it will completely transform your business

161. Social Media Outline Social Media Success Stories Online Reputation Management (ORM) Tools KPI’s for Social Media Campaigns Social Media Measurement Tools B2B Marketing Blog Marketing Twitter Marketing Facebook Marketing Viral Marketing What / What Not to Outsource in Social Media

162. Land of Govt Campaigns

163. City of Brotherly Love

168. Consumer power

169. Social Media Success in Asia

170. The results? 3 million social media views 19,000 Likes 9000 comments 88th most watched video on Youtube.

171. Online Reputation Tools

174. websitegrader.com/site/www.idrc.org.sg/

177. Alexa

178. YoutubeMarketing

179. Viral Videos http://www.blendtec.com/willitblend/

180. Setting up a Youtube channel

181. Objectives Brand awareness Recruitment Product Training Product advertising Direct Sales

182. Customer experience Air Asia

183. Demonstration Cnet - Product and service demo

184. Video Blogs Ask a Ninja

185. Ads and Viral Videos

186. Facebook Marketing Groups, Pages, and Website Integration

187. Customer Service http://www.facebook.com/AirAsia

188. How to Make an Engaging Fan Page Welcome Page Social Profiles and Contact Information Testimonial Page Newsletter and Opt-In Form Secret Membership Area Contests and Special Events Article Links Job Board Analytics

189. #1 Welcome Page

190. #2 Social Profiles and Contact Information

191. #3 Testimonial Page

192. #4 Newsletter and Opt-In Form

193. #5 Secret Membership Area

194. #6 Contests and Special Events

195. #7 Article Links

196. #8 Job Board

197. #9 Analytics You can track the interactions on each of your FBML pages using Google Analytics Decide which tabs should stay or which should go

198. Pringles

199. ASPCA

200. Pepsi

201. Integrating Facebook to your Website Widgets – Promote your fan page Open Graph - Enables you to integrate your web pages into the social graph.

202. Twitter Marketing Build your business one tweet at time

203. Twitter Marketing Made Easy Sign up at Twitter.com. It’s free! Create a profile for your business. Use the search feature to find messages about your company, products, or services.

204. Take Action! Click the Reply button. Send the person who posted the message a brief helpful response. Look at the next message you found about your company or products. Repeat steps 1 through 3.

205. B2B Marketing

206. B2B Marketing Tips Be a thought leader Blog, publish articles on other sites, speak, videos, podcast, discussion forums Collaborate with others in your industry Share expertise/content for better customer experience Be Human Online + Offline Networking

207. KPI’s for Social Media Campaigns

208. Company Website & Blogs Metrics Number of posts, comments Audience growth—unique and repeat visits Number of conversions – Adwords, site goals Conversion rate Subscribers Incoming links Technorati, Alltop and other directory listings SEO improvements, keyword rankings, and # ranked words The Definitive Guide to B2B Social Media, by Marketo

209. Social Media Networking Metrics Quantitative Fans, followers, page views Authority Velocity Channel performance Conversions Comments/posts Pages ranking on search engines ROI on Money and Time spent

210. Social Media Networking Metrics Qualitative Influencer sharing behavior Quality of conversation Enhancement of relationships with key audiences Enhancement of company reputation Identification & value of Influencers Fan likelihood to promote or offline event etc

211. Measurement Tools Facebook, Twitter, YouTube, Listening Tools

212. Facebook Insights

213. Facebook Insights

214. Facebook Insights

215. Twitter Tools http://www.wchingya.com/2009/03/killer-apps-for-successful-network-in.html

216. Twitter Clients

217. Lots of other quality tools to choose! http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/ or http://bit.ly/SMtools

218. Blog Marketing

219. Types of Blogs Wordpress

220. Types of Blogs Blogger

221. Types of Blogs tumblr

223. External blog Hosted on it’s own domain or Blogger / Wordpress Gives the blog its own identity, separate from site Can have a different tone & purpose from the main website Aim to reach a new audience Expand your company branding by making it edgier, more fun or less fun! Lots of extra effort in marketing a brand new website

224. Company Blog Lessons http://www.blogsouthwest.com/

225. Relevant Content to Specific Interests

226. Viral Marketing

227. Viral Marketing Make people feel something (joy, love, hate) Do something unexpected Do not try to make advertisements Have a great story Allow Sharing, comments, downloading and embedding http://mashable.com/2010/05/12/cheeseburger-ceo-on-memes/

228. Outsourcing Social Media Projects

229. Outsourcing Social Media What Should You Outsource? Any technical that doesn’t require your personality or involvement. Facebook/Twitter, Automated Messages So What Shouldn’t You Outsource? The bottom line is that social media networking is about the conversation—so don’t outsource that!