2. 3/10/2011 2 About Marcel Media Marcel Media is a full service, award-winning, interactive marketing agency specializing in Search Engine Marketing (SEM). We provide creative and customized marketing solutions such as Pay Per Click (PPC), Search Engine Optimization (SEO), Social Media, Interactive Facebook Applications, Conversion Optimization, Website Development and Web Analytics.@marcelmedia Facebook.com/marcelmediawww.marcelmedia.com/blog 3 3
3. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, an award-winning, interactive, marketing firm specializing in Search Engine and Social Media Marketing. Beginning her career in 1997 with companies including AOL and Classified Ventures, Kelly’s currently serves as the first woman president of the Chicago Entrepreneurs’ Organization. She is also an instructor at the University of Chicago and DePaul University, and speaking on industry topics across the country. 3/10/2011 3 Connect with Kelly on http://www.linkedin.com/in/kellycutler or http://twitter.com/kfcutler
4. How Does Your Customer Spend Their Time Online? 3/10/2011 4
14. ALT Tags - ALT tags should be image specific keywords, image filenames should be all lowercase, image-specific keywords with hyphen delimiters
15. XML Site Map - Lays out the site architecture in an easy to process web document so all pages can be crawled and indexed by Search Engines
16. Title Tags – Should be comprised of two sections. A keyword portion first, separate with a pipe bar (|) then a branding portion. Keyword portion should be less than 65 characters and positioned with page-specific keywords (head terms)
18. Start a blog and syndicate content across the web on sites like Ezine, Scribd, social media (Facebook & Twitter) and social bookmarking (Tumblr, Digg, Delicious) sites
32. What Is Conversion rate optimization (CRO)? CRO is essentially how a visitor interacts with your website. CRO is the science of persuading your site visitors to take actions that benefit your organization, or drive your ROI. CRO can be defined in a variety of ways, but common CRO actions are when a visitor makes an online purchase, offers an online donation, subscribes to a newsletter, or requests a quote. Conversion Optimization 3/10/2011 12
52. 46% of micro business owners utilize social media – Vistaprint
53. 78.6% of consumers have joined a company’s community to get more information on the company – Universal McCann
54. 63% of corporate community members note that they will recommend brand to friends/family – Universal McCann
55. 66% of company community members note that the community has made them more loyal to a brand – Universal McCann
56. 46% of Internet users worldwide interact with social media on a daily basis –TNS
57. Facebook accounts for 8.93% of all website visits in the US. All of Google’s properties including YouTube, Gmail, Google accounts for 9.85% – Experian Hitwise
58. Social media accounts for ~ 25% of all time spent online over 35 minutes per hour – NielsenStaggering Social Media Stats 3/10/2011 19
68. TweetChat- Allows you to isolate the conversation based on the hashtag and great for TweetUps
69. HootSuite: Web-based app for multiple accounts with multiple admins and gives admins access on link stats right within their dashboard view of tweets (so long as you use their ow.ly URL shortener).
70. Twitter Trends: Identify real-time trends on Twitter. This tool can lead you into conversations that are very relevant during the moment, build your credibility and can gain you quick insight.
71. Splitweet: Designed around for managing multiple Twitter accounts. Good tool for viewing a stream of tweets from all your accounts, posting tweets to multiple accounts, and following brand mentions.
72. Seesmic Desktop: Is an alternative to TweetDeck and has no limitations on the number of accounts you can manage. It fully integrates with Facebook, allows for unlimited columns, and can be used from your desktop. Twitter Tip Sheet 3/10/2011 22
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74. The Slideshare.net app - allows you to showcase presentations yand add a video that autoplays when people land on your profile.
85. Create a playlist; playlists are fantastic ways to guide your new viewers through your content the way you prefer them to experience it./li>24 3/10/2011
86. How to Use FoursquareCreate incentives for new customers - offer a discount, free demo or complimentary tour to those who ‘check in’ to your company location, businesses can raise awareness, increase customer traffic and capture new business leads. Promote: Offer promotions, contests and giveaways Reward Superusers - Create a special offer for the Foursquare mayor of your business. This is the one person who has checked in at your location more than anyone else. Integration - Additional promotions and publicity can come from the hundreds and potentially thousands of extra people who see the check-ins when users post to Facebook and Twitter Add a Virtual Storefront – An example, a non-profit foundation for the homeless created locations at abandoned warehouses and bridges throughout their city to promote awareness for the homeless.Add a Tip - Every tip created is available for all of Foursquare to see. Tips should be valuable to people and with everything else, align with your brand. 3/10/2011 25
99. Social Sampling: Kleenex lets people send free packs of tissues to friends and family this flu season. The brand sent its millionth requested mini-box of tissues in North America last week. The "Softness Worth Sharing" campaign was aimed at introducing a new softer version of the tissue. The program lets people send samples to friends and family via Kleenex.com and through signups at more than 900 participating retailers in the U.S. and Canada. They can also send virtual Kleenex tissues to Facebookfriends. Case Study #1 (The Good) Kleenex 3/10/2011 30
100. Case Study #2 (The Bad but Redeemed) American Red Cross The dreaded tweet. The Red Cross managed to turn a PR disaster into a fundraising opportunity. All because they’ve built relationships with their network over the past few years and know how to deal with mistakes. Red Cross admitted on its blog that it accidentally tweeted something that was intended for a personal account, not the enterprise account. Thinking quickly, they did disaster recovery on the rogue Tweet. Deleting the tweet, and replacing it with the one below. 3/10/2011 31
101. Honda recently released photos of their new 2010 crossover vehicle, the Accord Crosstour on a Fan Page on Facebook. 4,000 fans signed up on the day it was launched, and most immediately began posting negative comments about the car's design. And the Twitter response has been equally negative. Honda has attempted several responses, with lackluster results. One Honda employee began posting positive comments on the page without identifying himself as a company employee. Facebookusers quickly caught on to his identity, and Honda purged his comments from the page. The company posted a note to fans on the page, attempting to respond to the criticisms, and defending the design. They also blamed the photographer. The "blame the photographer" excuse is now being mocked once again in comments on the page. Case Study #3 (The Ugly) Dominos 3/10/2011 32
If you take an average consumer and look at how they spend their time online; the use of social media/blogs account for almost ¼ of the overall online activity
What tools can you use to connect with your customers online
Examples of On Page SEO: Keyword research, URL structure, image optimization Examples of Off Page SEO ▪ Authority Links -links from relevant sites such as .edu sites, personal websites etc▪ Directory Links -include search engine and paid directories such as the "Yahoo Directory”▪ Real Time Links -links from regularly updated content-driven sites such as blogs, PR sites
Think in terms of PPC is a sprint and SEO is a marathon
Benefits of Conversion Rate Optimization: Convert website visitors into customers,Establish a stronger, more-engaged user base,Improve user experience,Increase site’s authority within its industry,Increase revenue and profits using pre-existing trafficGenerate more repeat business,Increase revenue and profitsExamples of Variables Tested:HeadlinesBody copyWeb Page Layout Form FieldsColors & FontsButton Shape & PlacementNavigation Labels, Elements & PlacementWebsite Architecture
Tangible ways social media helps business
Breakdown by site of which social media platforms are most popular
The social bookmarking sites like Digg/Delicious/StumbleUpon/Reddit are more for syndication. It is helpful to remain active on all four if you have time. If not choose one and focus on that. The worst thing you can do is create a social media profile and neglect it.
During the Launch stage, 100% of a company’s focus is on setting up the big four: LinkedIn, Facebook, Twitterand YouTube. The approach during this Launch stage is very executional with very little long-term planning. The primary objective is simply to get started. During this stage, roughly 60% of a company’s efforts are focused on the big four (or the big four plus more). About 10% of the focus is on creative and offer development, 20% on tracking quantitative metrics such as traffic, inbound links, Facebook “Likes,” etc., and about 10% on qualitative metrics such as brand sentiment, survey results and customer polls. About 25% of the focus at this stage is on the “big four plus more,” and about 30% is evenly split among creative and offer development, quantitative metrics and qualitative metrics.Another 25% of a company’s focus is on improving conversion and optimization of campaigns
There is a delicate balance between soft, targeted, continued messaging and constant sales pitches.
Facebook is best used for branding and building an interactive, online environment
STATS: 17% of US online consumers have created a Twitter account. IDEA:Create a Twitter account dedicated to customer service issues
LinkedInis used less at an enterprise level and more at an individual executive level.It is recommended all executives have a LinkedIn profile, feature it on their “Contact Us” page, include it in your email signature and update your profile regularly. LinkedIn is a strong platform for companies to receive new and continued business. It is one of the strongest sites for referrals, recommendations, direct sales leads, and immediate contact with decision makers
You can use video to demo a product YouTube found that sales reps see 20 % higher close rates when they play a video at the beginning of their virtual sales demo. The power of video is that you can show prospective and existing customers your product instead of just telling them about it.
Foursquare is a location-based social networking website, software for mobile devices. 381,576,305 checkins were made in 2010. To fully understand Foursquare, you should sign up for a free user account at http://www.foursquare.com.
Conduct an interview series on your blog and integrate into your YouTube channel, or syndicate it across social video sites, Encourage conversation and engagement by asking your readers questions.
Tips included on the graph
Campaign has lifted market share 1.7 points since October 2010.
An alternate to this is how Gap handled the logo redesign disaster.
