The document provides an overview of different digital marketing platforms and strategies, including search engine optimization, social media platforms like Facebook and Twitter, YouTube, blogs, mobile apps, and examples of campaigns. It discusses key metrics and best practices for measurement and optimization across various channels.

1. Welcome to Your Guided Tour of the Web (The Highlights Version)

2. Why Are We Doing This Today? You Can Find Part of the Answer on

4. Stops on Our Tour Today: Search – How it Works Facebook for Brands Twitter for Brand Marketing + Insights YouTube Channels + Advertising Blogs Mobile Apps Campaigns in Action Other Places to Poke Around

5. Search

8. The Basics of the Search Funnel Many online behavior studies have been done showing that people search 11-13x before making a purchase , and they typically start with a broad category keyword search and get more specific as they go. They’ll typically convert on a trademark/brand term.

14. How We Measure: Key Performance Indicators Search can be measured in a variety of ways, depending on the ultimate goal of the campaign (conversion, site traffic, new customer acquisition, etc ) Commonly used search metrics

16. Facebook: Personal Pages

18. Facebook: Brand Pages Time spent on social networks is growing at 3x the overall internet rate

21. Facebook: Brand Pages Measurement

22. Twitter

25. Anatomy of a Twitter Page Feed of your tweets Profile picture + name Following/Follower/ Listed Count Profile summary/bio

26. Anatomy of a Twitter HomePage Feed of tweets of your followers Your “inboxes” Trending topics Your Lists

27. Exemplary Brands in Twitter 1,792,000+ Followers Led by a lead Barista Twitter presence transformed brand reputation; now fielding several hundred tweets/day Zappos CEO – Original Corp. Prince of Twitter; 1,732,180+ followers 1,755,000+ followers 1,605,000+ followers

30. Discuss: 8,600+ followers 531 lists

31. Discuss: 18,000+ followers 464 lists

32. Searching Twitter is a Great Source of Brand Insight and Opportunity

34. You Tube

36. Anatomy of a YouTube Brand Channel

41. Blogs

42. Blogs 133,000,000 – number of blogs indexed by Technorati since 2002 77% - percentage of active Internet users who read blogs 900,000 – average number of blog posts in a 24 hour period Beauty a heavy participation category for blogging. They are the new beauty editors.

43. 2 Examples of Corporate Blogs in Beauty

44. Other Corporate Blogs in Retail/Fashion

45. Mobile

50. Exploring Other Brand - Retail Apps

51. Mobile Hastening Real Time In addition to sharing in real-time, through mobile, (and now the iPad) consumers are increasingly comparison shopping and buying this way. ShopSavvy app Fresh Direct app Amazon app

53. Campaigns

54. Starbucks 80,000 ideas submitted; 50 already implemented "If we had approached [social marketing] not from 'what you know and love about Starbucks' but as a marketing channel, we would have taken this down a path that would have been very different," he said. "This was not [built as a] marketing channel, but as a consumer relationship-building environment." - Chris Bruzzo, VP Brand Content and Online

55. Ford Fiesta

56. Sephora.com + Kim Kardashian Fragrance Launch

57. Facebook page has 921,416 fans even before the release of the movie; pages for each main character too Behind-the-lens videos “ Mad Hatter Yourself!” app Ustreaming World Premier Online and Mobile Advertising $4.99 iPhone app Twitter Alice in Wonderland

58. Chanel No. 5 on May 5

59. Other Good Places to Explore

61. The Journey Continues…. In the meantime, your digital educational consultant is easy to find: [email_address] Facebook.com/MarisaThalberg Twitter: @ExecutiveMoms Delicious.com/mthalberg Website + Blog: Executivemoms.com