Online Marketing Overview for RPC SYOB Course

1. SYOB - Digital Marketing For Business Keith Feighery

2. Summary Introductions The Changing Digital & Customer Landscape Online Marketing Strategy Content Marketing Social Marketing Online Marketing Tactics – PPC, SEO, Email Q & A

3. Introductions

4. Introduction Owner of Digital Insights Work with clients Developing Online Business Channels Lecturer with DIT in MA Digital Media Technologies Run Diploma in Online Marketing, Sales & Digital Strategy with DBS, Griffith College, IBAT Work with university incubation centres – LINC and Synergy IT Colleges 12 Years working in Software Industry Irish and International Companies Developed Online Retail Businesses www.BabaBeag.ie 30,000 Customers over 50,000 Subscribers to email

5. The Changing Digital Landscape

6. Traditional Marketing Vs Social Engagement

8. Social Media Landscape

9. Key Platforms for Customers Social/Professional Networks Facebook, LinkedIn (Main ones in US and Europe) Blogging/Micro-Blogging/Lifestreaming Wordpress, TypePad, Twitter, Posterous, Tumblr Video, Audio & Photo sharing YouTube, Vimeo, Blip etc.. Flickr, Photobucket, TwitPic, YFrog Mobile Foursquare, Facebook, Twitter, Yelp Bookmarks/Sharing Delicious, StumbleUpon, Digg, Google Profils

11. Sales, Information, Lead Gen, Build Awareness, Customer Retention

12. Know exactly who your audience is – and where they reside digitally

13. Develop a content strategy for your site and digital channels – that adds value for your customers

14. Build relationships – not always selling

16. Content & Inbound Marketing

17. Hubspot – Inbound Marketing Company view

18. Inbound Marketing Advantages

19. Advantages Inbound Marketing Creates awareness, findability, demand generation and customer retention through publishing content of interest to prospectives Creates a less-frictional way of converting prospects into sales When used in conjunction with lead management systems Helps build long-term relationships rather than one-off sales Creates stickiness to your owned media assets (rather than to paid ones) Once started, provides an ongoing process and framework to control and publish valuable information

20. Differentiated Digital Media Model Owned Media – such as website Paid Media – such as display ads Earned Media – such as viral campaign

21. Owned Vs Paid Vs Earned Media

22. Owned Media Areas to consider

23. Leveraging Owned Media Assets Recognise the value in your owned media assets Websites, blogs, social profiles, digital conversations/interactions etc. Brands/Businesses becoming publishers media outlets No limits to what an organisation can publish online for the consumption of their constituencies Become trusted knowledge experts in your business or sphere of operations Establish trust and develop relationships with customers and prospects Be engaging, entertaining, educative, informative etc.. Allow user participation and transparent engagement

24. Various Types of Content The Content and Digital Media on your Web site, other Microsites, Partner Sites etc.. Whitepapers, Case Studies, Webinars, Podcasts Blog Posts, Reader Comments and Reactions Tweets, Status Updates E-mail Newsletters Facebook posting, Updates, Interactions on Fan Pages Videos, Demos, Presentations, Screencastsand Custom Animations Product/Service Reviews & Customer Testimonials Articles and other Intellectual Property or Knowledge Sharing – Professional Contributions etc.

25. Some Social Case Studies

26. Cully & Sully

27. Hairybaby

28. Dazzledust

29. Ikea – Malmo

30. The Good Mood Food Blog

31. Blacknight

32. Social Platforms

33. Facebook Pages

34. Irish Political Parties

35. Charities & Not for Profit

36. Bars - Facebook

37. Business Pages

38. eCommerce within Facebook

39. Puddleducks

40. Facebook eCommerce Apps

41. Payvment

42. Payvment Facebook App

43. Facebook Competitions

44. What you are not allowed to do Running competitions directly on a Facebook Page. You are required to use a competition application must not run a competition directly on your Wall. Having users automatically enter by ‘Liking’ a Page. You may have them first ‘Like’ your Page but this must lead on to entering a properly set up competition. Conditioning entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, posting a status update (such as asking Friends to ‘Like’ the Page). Any interaction a user takes must be using the competition application and not directly on your Page. Notifying winners on their Facebook Wall. Most people do not realise that Facebook requires that you notify the winner by email or other means, but not using Facebook in any way to do so.

45. Facebook Guidelines You cannot: Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update. You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest. You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration. You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information. You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages. You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail. You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.

46. Third Party Tools

47. Wildfire Apps

48. Blogging

49. Wordpress.org & .com

50. Introduction to Blogging Common Blogging Platforms WordPress, TypePad, Blogger Excellent low barrier to entry publishing platform Easy to use CMS system to produce and distribute all forms of digital media – text, audio, video, RSS Very effective way of building engaged community and improving SEO Provides a channel for businesses to use a more informal style to communicate Provides a hub for business to participate in wider conversations and discussion Leave comments, interact, generate interest, etc.. Search Engines Love regularly well formatted updated content Blogs are designed to be part of a connected eco-system which is at the heart of good SEO

51. Blogging Tips Connect to your most important keywords. Important for Search Engine Optimisation Grow the number of influential referral sites. Critical to get authoritative inbound links to your site Create outbound links using relevant anchor text Be generous with links to other blogs and websites and others will return the favor and build your traffic for you. Understand the location of your audience. Comparing the geographical distribution of your blog to your company’s website should give you a sense of whether your blog is hitting with the same areas of the world as your website. It could also reveal potential new areas of focus for your salespeople. Measure endurance. Measure return visitor and length of time spent on site

52. Blogging Tips cont. Find and nurture your most important readers and constituents Make sure you respond to key people – those who subsribe and comment Use Twitter and Facebook to promote blog If Twitter isn’t one of your highest-ranking referral sites, you’re not using it properly. Monitor conversations on both Facebook and Twitter Use URL shorteners to gauge subject interest. UseURL shortener like bit.ly within a Tweet, you can track how many people click on the content link you offer in your tweets (Use Vanity Urls) Build cross-referencing across social media tools. No social media tool is an island. Tools should cross-reference each other Embed and measure calls to action. If we can get people to a landing page, we should.

53. Blogs

54. Video Sites YouTube, Vimeo, Blip.tv

56. Old Spice, Tippex, Blendtec etc..

57. User-generated content

58. Run competitions for customers to build content (see Pat The Baker example)

59. Best Job in the World etc..

60. Extending digital footprint and brand-building purposes

61. Create engaging content, tag videos with keywords and distribute on a wide network

63. Professional Networking

64. Search Engine Optimisation

65. Top 5 Ranking Factors Keyword Focused Anchor Text from External Links 73% very high importance External Link Popularity (quantity/quality of links) 71% very high importance Diversity of Link Sources (links from many unique root domains) 67% very high importance Keyword Use Anywhere in the Title Tag 66% very high importance Trustworthiness of the Domain Based on Link Distance from Trusted Domains 66% very high importance

66. Next 5 Important Factors Keyword Use in Internal Link Anchor Text on the Page 47% moderate importance Keyword Use in External Link Anchor Text on the Page 46% moderate importance Keyword Use as the First Word(s) in the H1 Tag 45% moderate importance Keyword Use in the First 50-100 Words on the Page 45% moderate importance Keyword Use in the Subdomain Name 42% low importance Keyword Use in the Page Name URL 38% low importance

67. SEO Case Example

68. Write engaging headlines and descriptions

69. Pay Per Click Advertising (PPC)

70. PPC Introduction Analyse your specific market Use Keyword Tools Analyse your online and offline competitors Trellian.com, Google keywords tool Create the PPC accounts Google, Bing, Yahoo Divide the main account campaigns, Ad Groups and Ads (with targetted keywords) Enables highly targetted Ad Campaigns Create Longtail multi-word bids Over 60% searches use 3 or more words Set up a Conversion points and Track Adjust constantly to ensure optimisation

71. PPC Tips Match your keywords to optimised and tested landing pages Ensure you optimise your Google "Quality Score” Based on CTR, relevancy of keywords, ads and landing pages High quality score means higher ranking with lower bid costs Tools and strategies to find the best PPC keywords Google Adwords Tool Wordstream Wordze WordTracker Write highly optimised and design ads to attract highly targeted clicks Make sure landing pages are relevant Repeat bid keywords in copy (they are bolded and increase CTR) Clear Calls to Action Dynamic Keyword Insertion

72. PPC Examples

73. PPC Screen Real Estate

74. Create Specific Focused PPC Ads

75. Email Marketing

76. Best Practices Create segmented targeted lists Optimise and test subject lines, time of delivery, from addresses, email copy etc.. Deliverability Consider ESP products, Ensure using whitelisted IP address Clear Calls to Action Ensure clear to customer what next step is Share with Social Network Make it easy to share email content with networks Integrate with CRM system Segment Database, Dynamic Contents

77. Best Practices Organic Opt-in List Growth Don’t buy lists – when people unsubscribe – ensure they are Remind recipients why they are receiving mails Be relevant and provide value not marketing messsages Frequency Think relevancy – ALWAYS be cognisant of SPAM Constantly Test Test Content, Images, Subject Line, Address, Calls to actions, placements, layout Template Design Fresh brand centric design

78. Email Applications

79. Case Studies

80. CityDeal.ie

82. Asos

84. Schuh

86. Twitter

88. Great potential for building relationships

89. Directly with customers

90. Good examples Beaut.ie, Blacknight.ie, kogibbq

91. Good listening tool

92. What is being said about you and most importantly are you hearing it?

93. Easy to engage with customers

94. Reach out to them and resolve issues and improve service to them

95. Opportunity to convey a personal dimension rather than marketing speak

96. Has become mainstream over 2009/2010

98. Review Sites

99. Yelp

100. Yelp – Bars & Restaurants

101. Photosites

102. Photosharing Sites

103. LinkedIn

104. Analysing Key Performance Indicators

105. Measurement Key Performance Indicators Measures that help you understand how you are doing against your objectives. highlight success, or failures, for the objectives you have created for your organization Keywords: Measures – Objectives Objectives: Increase Sales, increase customer retention, Increase # of leads, increase share of voice, increase quality of leads to sales, reduce customer service costs,

106. Online Key Performance Indicators

107. Typical Trackable KPIs Number of Conversion Cost per Lead, Cost per Sale Bounce rates Returning visitors Recency Rates Abandonment rate Average order size (ecommerce apps) CPA / Customer Lifetime Value Average Revenue Per User

108. Additional Metrics 3rd Party Links – Partners, Referrals, Promotions, Affiliates New account sign-ups Article or press release views Newsletter signups Page views per session No. of site specific downloads – products, articles, whitepapers, podcasts No. of Webinar Views

109. Questions & Answers

110. Contact Details 086 6070274 www.linkedin.com/in/keithfeighery www.twitter.com/kfeighery www.faceboook.com/keith.feighery keith.feighery@digitalinsights.ie