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The Power of Social
& Digital Media
David Liem, Cofounder Happy Marketer

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The Power of Social Media & Digital Marketing
Today’s Menu – Digital Marketing
Websites

Facebook

Mobile

Google
Display Ads

Instagram
Vine
Slide 2

News
Maps

Email
The Power of Social Media & Digital Marketing
Today’s Agenda

1. Trends in Online Behavior
2. Establishing your Digital Strategy
3. Digital in 2014 and Beyond
Slide 3

The Power of Social Media & Digital Marketing
Happy Marketer.
more business from your website	


A little about myself…

Slide 4

The Power of Social Media  Digital Marketing
Slide 5

The Power of Social Media  Digital Marketing
Who We Are
•  Digital Marketing Consulting 
Training based in Singapore
•  Our Mission:
To help businesses connect with
their customers in innovative
and profitable ways.
Slide 6

The Power of Social Media  Digital Marketing
Why Us

Slide 7

The Power of Social Media  Digital Marketing
Our List Of Services
1. 
2. 
3. 
4. 
5. 

Slide 8

Social Media
Search  Digital Advertising
Content  Digital Assets
Analytics
Marketing Training

The Power of Social Media  Digital Marketing
We Are Certified For

Slide 9

The Power of Social Media  Digital Marketing
Hey there, I’m…

Slide 10

The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
What I do at work…

Slide 15

The Power of Social Media  Digital Marketing
What I do for fun…

Slide 16

The Power of Social Media  Digital Marketing
Trends in Online Behavior

Slide 17

The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
Slide 37

The Power of Social Media  Digital Marketing
What steps would you take if…

1.  You were interested to buy a new
compact digital camera?
2.  You wanted to hire a wedding planner
in Hong Kong?

Slide 38

The Power of Social Media  Digital Marketing
How things used to be...

Slide 39

The Power of Social Media  Digital Marketing
The Customer Buying Cycle

Discovery

Slide 40

Research

Decision

The Power of Social Media  Digital Marketing
How people are actually influenced

Slide 41

The Power of Social Media  Digital Marketing
The Social Customer Buying Cycle
Sharing

Discovery
Sharing

Slide 42

Sharing

Sharing

Research
Sharing

Decision
Sharing

The Power of Social Media  Digital Marketing
The Purpose of
Digital Marketing

Slide 43

The Power of Social Media  Digital Marketing
Lets bust some myths about Search Marketing!
•  SEO is free; SEM costs money
•  SEM = Google + Yahoo + Bing
•  Offline success helps get you to No.1
•  Adwords help SEO ranks
•  SEO takes a long time; SEM works right away
•  SEM traffic isnt as high quality as SEO traffic
Slide 44

The Power of Social Media  Digital Marketing
Most Companies Brand – To Acquire

Slide 45

The Power of Social Media  Digital Marketing
Some Companies Make An Effort To Convert

Slide 46

The Power of Social Media  Digital Marketing
Very Few Maximize Their Customers

Slide 47

The Power of Social Media  Digital Marketing
Very Few Maximize Their Customers
Expensive 
Hard To
Measure

Slide 48

The Power of Social Media  Digital Marketing
Very Few Maximize Their Customers
Expensive 
Hard To
Measure

Usually done once,
but great for results

Slide 49

The Power of Social Media  Digital Marketing
Very Few Maximize Their Customers
Expensive 
Hard To
Measure

Usually done once,
but great for results

Slide 50

Done least,
but actually
the highest
ROI activity

The Power of Social Media  Digital Marketing
When The Purpose Is To Acquire

Slide 51

The Power of Social Media  Digital Marketing
When The Purpose Is To Convert

Slide 52

The Power of Social Media  Digital Marketing
And When The Purpose Is To Resell

Slide 53

The Power of Social Media  Digital Marketing
Let’s Learn By
Looking At
Innovative
Ideas in Digital
Slide 54

The Power of Social Media  Digital Marketing
Slide 55

The Power of Social Media  Digital Marketing
B2B Marketing - Hubspot

Slide 56

The Power of Social Media  Digital Marketing
Slide 57

The Power of Social Media  Digital Marketing
Lessons to Learn
1. 
2. 
3. 
4. 

Even B2B company’s can be ‘fun’
Education has a strong pull effect
Hubs of information creates repeat visitors
Find ways of ‘helping’ your market with low effort to create stronger relationships

How can I apply these lessons in my business?

Slide 58

The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
Lessons to Learn
1. 
2. 
3. 
4. 

CLEAR content is king
Make content sharable
Reviews are your friend
Live chat to add to customer experience

How can I apply these lessons in my business?

Slide 62

The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
Slide 65

The Power of Social Media  Digital Marketing
Lessons Learned
1. 
2. 
3. 
4. 
5. 
6. 

Create content relevant for today
Get your people involved,
Show the world your team
Show the world your loyal customers
Original visual content has great appeal
Inspirational quotes are highly viral

How can I apply these lessons in my business?
Slide 66

The Power of Social Media  Digital Marketing
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The Power of Social Media  Digital Marketing
Slide 68

The Power of Social Media  Digital Marketing
Lessons Learned
1.  Utilize user generated content for great brand visibility
2.  Educational video are a great marketing and branding tool
3.  Localize your content

How can I apply these lessons in my business?

Slide 69

The Power of Social Media  Digital Marketing
Slide 70

The Power of Social Media  Digital Marketing
Lessons Learned
1. 
2. 
3. 
4. 

Twitter is a great tool for keep your audience informed on breaking developments
Connect to your customers on common values and issues
Create videos to educate your audience on larger issues
Connect your audience on the larger issues around them and urge them to get
involved.

How can I apply these lessons in my business?

Slide 71

The Power of Social Media  Digital Marketing
What is Web Analytics?
Marketing in the Information Age

Slide 72

The Power of Social Media  Digital Marketing
A Tree In A Forest …

Slide 73

The Power of Social Media  Digital Marketing
Web analytics in a nutshell
“Web analytics is the measurement, collection, analysis and
reporting of internet data… 
…for purposes of understanding and optimizing web usage.”

-Digital Analytics Association

Slide 74

The Power of Social Media  Digital Marketing
Is it possible to have too much data?

Slide 75

The Power of Social Media  Digital Marketing
Analytics isn’t just about data – it’s about insights
In the age of Big Data, it’s easy to focus on one or 2 things. We’re surrounded by
data, so how do we turn it into insights that deliver performance for our clients?
Data

Analysis

Information

Insight

So what can analytics do for us?

What can’t analytics do for us?

1.  Provide metrics on our visitors and potential
customers
2.  Give us tools to segment and analyze data
3.  Help us ask the right questions

1.  Report on people’s names, IP addresses, etc.
2.  Provide any personal information about our
visitors
3.  Find all the answers for us

Slide 76

The Power of Social Media  Digital Marketing
Analytics has a come a long way
1 6

Slide 77

2

5 5

4

The Power of Social Media  Digital Marketing
The key is to measure business goals, not just clicks.
Ecommerce

Lead
Generation

Phone calls

Mailing
Lists

Information

Ad Serving

Social

Support

Careers

Affiliate

???

???

Slide 78

The Power of Social Media  Digital Marketing
Introduction to Google Analytics
The world’s most popular web analytics service

Slide 79

The Power of Social Media  Digital Marketing
Google Analytics: the world leader in web analytics.
More than 10M websites now use Google Analytics. In fact, more than 82% of web traffic is
measured by Google Analytics!*

Dashboards

Real-time Data

Custom Reports
Advanced
Segmentation

Path Analysis

*http://w3techs.com/technologies/overview/traffic_analysis/all

Slide 80

The Power of Social Media  Digital Marketing
The data you want, the way you want it.

Slide 81

The Power of Social Media  Digital Marketing
How do you convince clients to adopt GA?
“Flying Blind”

Customized for
You

“One-Stop Shop”

It’s Free!*

1.  Flying blind: without analytics, it’s impossible to optimize marketing performance.
2.  Customized for You: sure, the basic setup process is easy; but we can customize Google Analytics to
give you a truly valuable, unique solution!
3.  “One-Stop Shop”: Convincing your client to adopt Google Analytics will be much easier if they can
simply use you to get started.
4.  Don’t forget to mention: this is enterprise-class web analytics … for free!
Slide 82

The Power of Social Media  Digital Marketing
How can you include GA in your agency’s business?
1.  Audit  Strategy: Before you implement,
find out what your goals should be!

Audit 
Strategy

Analysis 
Insights

2.  Implementation  Customization:
Provide clients with an analytics
solution designed just for them!
3.  Analysis  Insights: Analyze data on an
ongoing basis to generate compelling
insights that improve performance!

Implement 
Customize

Slide 83

4.  Repeat  Iterate: Goals and priorities
change over time!

The Power of Social Media  Digital Marketing
Audit  Strategy
Learn

Explore

Plan

Slide 84

•  Key business goals
•  Marketing strategy

•  Unique elements of the site
•  Implementation issues

•  GA implementation roadmap

The Power of Social Media  Digital Marketing
Implementation  Customization

Slide 85

The Power of Social Media  Digital Marketing
Analysis  Insights: Which email produced better ROI?

Visits

Day

Month

20,000

$0.15

$3,000

$90,000

20,000

$0.13

$2,600

$78,000

Difference:
Slide 86

Value/Visit

$12,000

The Power of Social Media  Digital Marketing
Analysis  Insights: Which keywords are most effective?

Insight:

There’s lower traffic for “late night pizza san francisco,” but it has a much
higher conversion rate!
Slide 87

The Power of Social Media  Digital Marketing
Repeat  Iterate

Deliver Insights

Evaluate Changing
Needs

Adjust Strategy 
Implementation

Deliver Insights

Google Analytics work can become a revenue stream
by integrating it with Google AdWords work!

Slide 88

The Power of Social Media  Digital Marketing
Increase Your Revenue  Manage Clients More Effectively

Whether or not you’re looking to GA as a new revenue stream for your agency, GA will help you
manage your clients more effectively and more efficiently.

Slide 89

The Power of Social Media  Digital Marketing
Where can I apply GA for my Biz and my Clients?

Audit 
Strategy

Analysis 
Insights

Repeat
 Iterate
Implement 
Customize

Slide 90

The Power of Social Media  Digital Marketing
How can I sign up?

Slide 91

The Power of Social Media  Digital Marketing
Next steps:

http://www.google.com/analytics/learn/index.html
Slide 92

The Power of Social Media  Digital Marketing
Going Beyond Data

Slide 93

The Power of Social Media  Digital Marketing
Driving Action – 3 Steps

Measure

Slide 94

Analyze

4	


Improve

The Power of Social Media  Digital Marketing
Plan Your Activities According To Purpose

Slide 95

The Power of Social Media  Digital Marketing
Activity – Write out your Digital Plan
•  Write down ideas for each phase in your digital plan

Slide 96

The Power of Social Media  Digital Marketing
What works in Digital today?

Slide 97

The Power of Social Media  Digital Marketing
Slide 98

The Power of Social Media  Digital Marketing
Mac Cosmetics - Interactive Video

Slide 99

The Power of Social Media  Digital Marketing
Sephora - Effective Web Design

Slide 100

The Power of Social Media  Digital Marketing
Johnson  Johnson (China): ‘Pump It Forward’

Slide 101

The Power of Social Media  Digital Marketing
Cadbury’s Not So Sweet

Slide 102

The Power of Social Media  Digital Marketing
Kotex Hong Kong : Softness Surprise

Slide 103

The Power of Social Media  Digital Marketing
Visit Scotland – Three – Dancing Pony

Slide 104

The Power of Social Media  Digital Marketing
Digital in 2014 and Beyond
What to look out for in Digital Marketing?

Slide 105

The Power of Social Media  Digital Marketing
Online Value Proposition (OVP) is increasingly
important

Slide 106

The Power of Social Media  Digital Marketing
Use of Attribution Models to access media effectiveness

Slide 107

The Power of Social Media  Digital Marketing
Content will be more in-depth, detailed, and diverse
•  More channels
•  More insight
•  More original and customized content

Slide 108

The Power of Social Media  Digital Marketing
Mobile Performance and Compatibility will be critical
• 
• 
• 
• 
• 

Responsive Design
Fast loading
Easy to navigate
Easy to read
Update often

Slide 109

The Power of Social Media  Digital Marketing
Visual content will become increasingly important

Slide 110

The Power of Social Media  Digital Marketing
Distributed thinking , not destination thinking
•  Have your content on multiple sites, partner sites, news sites, blogs, social media
networks
•  Think about getting your message as far as you can
•  Your brand’s home isn’t your website, it’s where your content lies.

Slide 111

The Power of Social Media  Digital Marketing
Story Centric Campaigns
•  Have a campaign around a cause or a group of people rather than a singular message
•  Story campaigns can be told over a longer period of time
•  Your customers can relate and connect to stories easier than a marketing message

Slide 112

The Power of Social Media  Digital Marketing
In a Nut Shell
1. 
2. 
3. 
4. 
5. 
6. 
7. 

More investment in Brand Online Value Proposition (OVP)
Use of Attribution Models to access media effectiveness
Content will be more in-depth, detailed, and diverse
Mobile Performance and Compatibility will be critical
Visual content will become increasingly important
Distributed thinking , not destination thinking
Story Centric Campaigns

Slide 113

The Power of Social Media  Digital Marketing
www.happymarketer.com
Slide 114

The Power of Social Media  Digital Marketing

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Digital Marketing and Social Media Marketing for Cosmetics Brands

  • 1. The Power of Social & Digital Media David Liem, Cofounder Happy Marketer Slide 1 The Power of Social Media & Digital Marketing
  • 2. Today’s Menu – Digital Marketing Websites Facebook Mobile Google Display Ads Instagram Vine Slide 2 News Maps Email The Power of Social Media & Digital Marketing
  • 3. Today’s Agenda 1. Trends in Online Behavior 2. Establishing your Digital Strategy 3. Digital in 2014 and Beyond Slide 3 The Power of Social Media & Digital Marketing
  • 4. Happy Marketer. more business from your website A little about myself… Slide 4 The Power of Social Media Digital Marketing
  • 5. Slide 5 The Power of Social Media Digital Marketing
  • 6. Who We Are •  Digital Marketing Consulting Training based in Singapore •  Our Mission: To help businesses connect with their customers in innovative and profitable ways. Slide 6 The Power of Social Media Digital Marketing
  • 7. Why Us Slide 7 The Power of Social Media Digital Marketing
  • 8. Our List Of Services 1.  2.  3.  4.  5.  Slide 8 Social Media Search Digital Advertising Content Digital Assets Analytics Marketing Training The Power of Social Media Digital Marketing
  • 9. We Are Certified For Slide 9 The Power of Social Media Digital Marketing
  • 10. Hey there, I’m… Slide 10 The Power of Social Media Digital Marketing
  • 11. Slide 11 The Power of Social Media Digital Marketing
  • 12. Slide 12 The Power of Social Media Digital Marketing
  • 13. Slide 13 The Power of Social Media Digital Marketing
  • 14. Slide 14 The Power of Social Media Digital Marketing
  • 15. What I do at work… Slide 15 The Power of Social Media Digital Marketing
  • 16. What I do for fun… Slide 16 The Power of Social Media Digital Marketing
  • 17. Trends in Online Behavior Slide 17 The Power of Social Media Digital Marketing
  • 18. Slide 18 The Power of Social Media Digital Marketing
  • 19. Slide 19 The Power of Social Media Digital Marketing
  • 20. Slide 20 The Power of Social Media Digital Marketing
  • 21. Slide 21 The Power of Social Media Digital Marketing
  • 22. Slide 22 The Power of Social Media Digital Marketing
  • 23. Slide 23 The Power of Social Media Digital Marketing
  • 24. Slide 24 The Power of Social Media Digital Marketing
  • 25. Slide 25 The Power of Social Media Digital Marketing
  • 26. Slide 26 The Power of Social Media Digital Marketing
  • 27. Slide 27 The Power of Social Media Digital Marketing
  • 28. Slide 28 The Power of Social Media Digital Marketing
  • 29. Slide 29 The Power of Social Media Digital Marketing
  • 30. Slide 30 The Power of Social Media Digital Marketing
  • 31. Slide 31 The Power of Social Media Digital Marketing
  • 32. Slide 32 The Power of Social Media Digital Marketing
  • 33. Slide 33 The Power of Social Media Digital Marketing
  • 34. Slide 34 The Power of Social Media Digital Marketing
  • 35. Slide 35 The Power of Social Media Digital Marketing
  • 36. Slide 36 The Power of Social Media Digital Marketing
  • 37. Slide 37 The Power of Social Media Digital Marketing
  • 38. What steps would you take if… 1.  You were interested to buy a new compact digital camera? 2.  You wanted to hire a wedding planner in Hong Kong? Slide 38 The Power of Social Media Digital Marketing
  • 39. How things used to be... Slide 39 The Power of Social Media Digital Marketing
  • 40. The Customer Buying Cycle Discovery Slide 40 Research Decision The Power of Social Media Digital Marketing
  • 41. How people are actually influenced Slide 41 The Power of Social Media Digital Marketing
  • 42. The Social Customer Buying Cycle Sharing Discovery Sharing Slide 42 Sharing Sharing Research Sharing Decision Sharing The Power of Social Media Digital Marketing
  • 43. The Purpose of Digital Marketing Slide 43 The Power of Social Media Digital Marketing
  • 44. Lets bust some myths about Search Marketing! •  SEO is free; SEM costs money •  SEM = Google + Yahoo + Bing •  Offline success helps get you to No.1 •  Adwords help SEO ranks •  SEO takes a long time; SEM works right away •  SEM traffic isnt as high quality as SEO traffic Slide 44 The Power of Social Media Digital Marketing
  • 45. Most Companies Brand – To Acquire Slide 45 The Power of Social Media Digital Marketing
  • 46. Some Companies Make An Effort To Convert Slide 46 The Power of Social Media Digital Marketing
  • 47. Very Few Maximize Their Customers Slide 47 The Power of Social Media Digital Marketing
  • 48. Very Few Maximize Their Customers Expensive Hard To Measure Slide 48 The Power of Social Media Digital Marketing
  • 49. Very Few Maximize Their Customers Expensive Hard To Measure Usually done once, but great for results Slide 49 The Power of Social Media Digital Marketing
  • 50. Very Few Maximize Their Customers Expensive Hard To Measure Usually done once, but great for results Slide 50 Done least, but actually the highest ROI activity The Power of Social Media Digital Marketing
  • 51. When The Purpose Is To Acquire Slide 51 The Power of Social Media Digital Marketing
  • 52. When The Purpose Is To Convert Slide 52 The Power of Social Media Digital Marketing
  • 53. And When The Purpose Is To Resell Slide 53 The Power of Social Media Digital Marketing
  • 54. Let’s Learn By Looking At Innovative Ideas in Digital Slide 54 The Power of Social Media Digital Marketing
  • 55. Slide 55 The Power of Social Media Digital Marketing
  • 56. B2B Marketing - Hubspot Slide 56 The Power of Social Media Digital Marketing
  • 57. Slide 57 The Power of Social Media Digital Marketing
  • 58. Lessons to Learn 1.  2.  3.  4.  Even B2B company’s can be ‘fun’ Education has a strong pull effect Hubs of information creates repeat visitors Find ways of ‘helping’ your market with low effort to create stronger relationships How can I apply these lessons in my business? Slide 58 The Power of Social Media Digital Marketing
  • 59. Slide 59 The Power of Social Media Digital Marketing
  • 60. Slide 60 The Power of Social Media Digital Marketing
  • 61. Slide 61 The Power of Social Media Digital Marketing
  • 62. Lessons to Learn 1.  2.  3.  4.  CLEAR content is king Make content sharable Reviews are your friend Live chat to add to customer experience How can I apply these lessons in my business? Slide 62 The Power of Social Media Digital Marketing
  • 63. Slide 63 The Power of Social Media Digital Marketing
  • 64. Slide 64 The Power of Social Media Digital Marketing
  • 65. Slide 65 The Power of Social Media Digital Marketing
  • 66. Lessons Learned 1.  2.  3.  4.  5.  6.  Create content relevant for today Get your people involved, Show the world your team Show the world your loyal customers Original visual content has great appeal Inspirational quotes are highly viral How can I apply these lessons in my business? Slide 66 The Power of Social Media Digital Marketing
  • 67. Slide 67 The Power of Social Media Digital Marketing
  • 68. Slide 68 The Power of Social Media Digital Marketing
  • 69. Lessons Learned 1.  Utilize user generated content for great brand visibility 2.  Educational video are a great marketing and branding tool 3.  Localize your content How can I apply these lessons in my business? Slide 69 The Power of Social Media Digital Marketing
  • 70. Slide 70 The Power of Social Media Digital Marketing
  • 71. Lessons Learned 1.  2.  3.  4.  Twitter is a great tool for keep your audience informed on breaking developments Connect to your customers on common values and issues Create videos to educate your audience on larger issues Connect your audience on the larger issues around them and urge them to get involved. How can I apply these lessons in my business? Slide 71 The Power of Social Media Digital Marketing
  • 72. What is Web Analytics? Marketing in the Information Age Slide 72 The Power of Social Media Digital Marketing
  • 73. A Tree In A Forest … Slide 73 The Power of Social Media Digital Marketing
  • 74. Web analytics in a nutshell “Web analytics is the measurement, collection, analysis and reporting of internet data…  …for purposes of understanding and optimizing web usage.” -Digital Analytics Association Slide 74 The Power of Social Media Digital Marketing
  • 75. Is it possible to have too much data? Slide 75 The Power of Social Media Digital Marketing
  • 76. Analytics isn’t just about data – it’s about insights In the age of Big Data, it’s easy to focus on one or 2 things. We’re surrounded by data, so how do we turn it into insights that deliver performance for our clients? Data Analysis Information Insight So what can analytics do for us? What can’t analytics do for us? 1.  Provide metrics on our visitors and potential customers 2.  Give us tools to segment and analyze data 3.  Help us ask the right questions 1.  Report on people’s names, IP addresses, etc. 2.  Provide any personal information about our visitors 3.  Find all the answers for us Slide 76 The Power of Social Media Digital Marketing
  • 77. Analytics has a come a long way 1 6 Slide 77 2 5 5 4 The Power of Social Media Digital Marketing
  • 78. The key is to measure business goals, not just clicks. Ecommerce Lead Generation Phone calls Mailing Lists Information Ad Serving Social Support Careers Affiliate ??? ??? Slide 78 The Power of Social Media Digital Marketing
  • 79. Introduction to Google Analytics The world’s most popular web analytics service Slide 79 The Power of Social Media Digital Marketing
  • 80. Google Analytics: the world leader in web analytics. More than 10M websites now use Google Analytics. In fact, more than 82% of web traffic is measured by Google Analytics!* Dashboards Real-time Data Custom Reports Advanced Segmentation Path Analysis *http://w3techs.com/technologies/overview/traffic_analysis/all Slide 80 The Power of Social Media Digital Marketing
  • 81. The data you want, the way you want it. Slide 81 The Power of Social Media Digital Marketing
  • 82. How do you convince clients to adopt GA? “Flying Blind” Customized for You “One-Stop Shop” It’s Free!* 1.  Flying blind: without analytics, it’s impossible to optimize marketing performance. 2.  Customized for You: sure, the basic setup process is easy; but we can customize Google Analytics to give you a truly valuable, unique solution! 3.  “One-Stop Shop”: Convincing your client to adopt Google Analytics will be much easier if they can simply use you to get started. 4.  Don’t forget to mention: this is enterprise-class web analytics … for free! Slide 82 The Power of Social Media Digital Marketing
  • 83. How can you include GA in your agency’s business? 1.  Audit Strategy: Before you implement, find out what your goals should be! Audit Strategy Analysis Insights 2.  Implementation Customization: Provide clients with an analytics solution designed just for them! 3.  Analysis Insights: Analyze data on an ongoing basis to generate compelling insights that improve performance! Implement Customize Slide 83 4.  Repeat Iterate: Goals and priorities change over time! The Power of Social Media Digital Marketing
  • 84. Audit Strategy Learn Explore Plan Slide 84 •  Key business goals •  Marketing strategy •  Unique elements of the site •  Implementation issues •  GA implementation roadmap The Power of Social Media Digital Marketing
  • 85. Implementation Customization Slide 85 The Power of Social Media Digital Marketing
  • 86. Analysis Insights: Which email produced better ROI? Visits Day Month 20,000 $0.15 $3,000 $90,000 20,000 $0.13 $2,600 $78,000 Difference: Slide 86 Value/Visit $12,000 The Power of Social Media Digital Marketing
  • 87. Analysis Insights: Which keywords are most effective? Insight: There’s lower traffic for “late night pizza san francisco,” but it has a much higher conversion rate! Slide 87 The Power of Social Media Digital Marketing
  • 88. Repeat Iterate Deliver Insights Evaluate Changing Needs Adjust Strategy Implementation Deliver Insights Google Analytics work can become a revenue stream by integrating it with Google AdWords work! Slide 88 The Power of Social Media Digital Marketing
  • 89. Increase Your Revenue Manage Clients More Effectively Whether or not you’re looking to GA as a new revenue stream for your agency, GA will help you manage your clients more effectively and more efficiently. Slide 89 The Power of Social Media Digital Marketing
  • 90. Where can I apply GA for my Biz and my Clients? Audit Strategy Analysis Insights Repeat Iterate Implement Customize Slide 90 The Power of Social Media Digital Marketing
  • 91. How can I sign up? Slide 91 The Power of Social Media Digital Marketing
  • 93. Going Beyond Data Slide 93 The Power of Social Media Digital Marketing
  • 94. Driving Action – 3 Steps Measure Slide 94 Analyze 4 Improve The Power of Social Media Digital Marketing
  • 95. Plan Your Activities According To Purpose Slide 95 The Power of Social Media Digital Marketing
  • 96. Activity – Write out your Digital Plan •  Write down ideas for each phase in your digital plan Slide 96 The Power of Social Media Digital Marketing
  • 97. What works in Digital today? Slide 97 The Power of Social Media Digital Marketing
  • 98. Slide 98 The Power of Social Media Digital Marketing
  • 99. Mac Cosmetics - Interactive Video Slide 99 The Power of Social Media Digital Marketing
  • 100. Sephora - Effective Web Design Slide 100 The Power of Social Media Digital Marketing
  • 101. Johnson Johnson (China): ‘Pump It Forward’ Slide 101 The Power of Social Media Digital Marketing
  • 102. Cadbury’s Not So Sweet Slide 102 The Power of Social Media Digital Marketing
  • 103. Kotex Hong Kong : Softness Surprise Slide 103 The Power of Social Media Digital Marketing
  • 104. Visit Scotland – Three – Dancing Pony Slide 104 The Power of Social Media Digital Marketing
  • 105. Digital in 2014 and Beyond What to look out for in Digital Marketing? Slide 105 The Power of Social Media Digital Marketing
  • 106. Online Value Proposition (OVP) is increasingly important Slide 106 The Power of Social Media Digital Marketing
  • 107. Use of Attribution Models to access media effectiveness Slide 107 The Power of Social Media Digital Marketing
  • 108. Content will be more in-depth, detailed, and diverse •  More channels •  More insight •  More original and customized content Slide 108 The Power of Social Media Digital Marketing
  • 109. Mobile Performance and Compatibility will be critical •  •  •  •  •  Responsive Design Fast loading Easy to navigate Easy to read Update often Slide 109 The Power of Social Media Digital Marketing
  • 110. Visual content will become increasingly important Slide 110 The Power of Social Media Digital Marketing
  • 111. Distributed thinking , not destination thinking •  Have your content on multiple sites, partner sites, news sites, blogs, social media networks •  Think about getting your message as far as you can •  Your brand’s home isn’t your website, it’s where your content lies. Slide 111 The Power of Social Media Digital Marketing
  • 112. Story Centric Campaigns •  Have a campaign around a cause or a group of people rather than a singular message •  Story campaigns can be told over a longer period of time •  Your customers can relate and connect to stories easier than a marketing message Slide 112 The Power of Social Media Digital Marketing
  • 113. In a Nut Shell 1.  2.  3.  4.  5.  6.  7.  More investment in Brand Online Value Proposition (OVP) Use of Attribution Models to access media effectiveness Content will be more in-depth, detailed, and diverse Mobile Performance and Compatibility will be critical Visual content will become increasingly important Distributed thinking , not destination thinking Story Centric Campaigns Slide 113 The Power of Social Media Digital Marketing
  • 114. www.happymarketer.com Slide 114 The Power of Social Media Digital Marketing