Held for students of the Università Cattolica del Sacre Cuore

1. A FRAMEWORK FOR DIGITAL
MARKETING: THE 4 CS
Week 2

2. The Four Cs
1. Content creation
2. Community building
3. Conversation engagement
4. Commerce, or Conversion
(changing behavior)

3. THE 4 CS: CONTENT
Week 2

4. A Day in the Life of a Content
Marketer
• 6am: Check Twitter
• 6:15am: Check Twitter again. Anything new?
• 6:30am: Check Twitter. Did someone just tweet at me?
• 6:45am: Check Twitter yet again. Why hasn’t anybody
tweeted me?
• 7:00am: Drive to work. How am I supposed to check
Twitter?
• 7:30am: This Twitter withdrawal is going to kill me!
• 8:00am: Finally, I can check Twitter again.
• … etc., ad infinitum

5. My Secret Sauce
1. I subscribe to my favorite blogs via
– Feedly (for reading on my mobile phone)
– Email subscriptions
2. I aggregate my favorite blog content into a single email using
Yahoo! Pipes, IFTTT and Feedburner so I get one or two emails a
day with headlines and links
3. If I find an article I want to curate and share, I use two browser
plugins…

6. Buffer

7. Hootsuite

8. A Real Day in the Life of a
Content Marketer
• 6am: Check Twitter
• 6:15am: Check email quickly
• 6:30am: Get ready for work
• 7:00am: Head into office
• 8:00am: Read my digests and blogs and curate
• 8:30am: Get on with the real work…
(Oh yeah, and check Twitter)

9. What is Content Marketing?
• Content marketing was a response to the evolution of
search engine technology
• Since content marketing’s rapid rise to popularity,
search engine technology has evolved
• Content marketing techniques must evolve with it

10. Content Marketing is Hot
• 98% of marketers surveyed plan to increase or
maintain their digital marketing budgets for 2014; only
2% plan to decrease their budgets.
• The five top areas where marketers plan to increase
digital spend in 2014 are data and analytics (61%
plan to increase), marketing automation (61%), email
marketing (58%), social media marketing (57%), and
content management (57%).
• $135 billion will be spent on new digital marketing
collateral (content) in 2014. Source: ExactTarget, Jeff Bullas

11. Content Marketing is Big.
BUT…
http://www.flickr.com/photos/22711505@N05/5766880112/
If you build it…

12. Content Marketing
http://www.flickr.com/photos/jewe/2905913332/
Will they come?

13. Content Marketing =
Search + Social + Media
… Only If You Can Be Found
It’s a search game. And a social game. And a media
game. All in one.

14. Content Marketing ≠ Inbound
MarketingA good content marketing program used to be able thrive on
one web presence (a website or blog with dynamic
content) surrounded by a good social media
Program. This “inbound” model does
Not work as effectively now
As it used to.
Why?
http://www.flickr.com/photos/jameskm03/5990507429/

15. The Content Marketing Mix

16. But is Content Marketing
Working for You?
• Are you creating content?
• If so, what kind, how often & what
channels?
• How are you promoting it?
• Is it being applauded or amplified?
• What kind of engagement are you getting?
• Is it working? (i.e., is it converting?)
(and if it is, would you know it??)

17. Rand Fishkin’s
Content Marketing Manifesto
http://www.slideshare.net/randfish/the-content-marketing-manifesto
I pledge to create something remarkable
– something that people will love.
Something they will want to share.
Something I can be proud of. And if it fails
to achieve my marketing goals, I won’t
give up. I will try again. My failures will be
the practice I need to earn future
successes and future customers.

18. 6 Keys to Sharable Content
http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

19. The 7th Key to Sharable Content?

20. Facebook EdgeRank
http://socialfresh.com/facebook-edgerank-facts/
5 Things You Didn’t Know
About EdgeRank
1. Typical post reaches only 17%
of your fans
2. Average post lifespan is 3
hours
3. Comments are 4x valuable
than likes
4. Affinity = everything
5. GraphRank is subset of
EdgeRank

21. Todd’s Building Blocks of a
Content Marketing Strategy
1. News
2. Understanding of Customer
3. Understanding of Competition
4. Understanding of Industry
5. Understanding of Influencers
6. Opinions on Any and All of These
7. Lack of Fear to be Different, Better or
Critical

22. Curation, Not Just Creation
• Content curation, or the reuse/repackaging of
other people’s content, is becoming hugely
popular
• You must be able to add value to that content:
commentary, insight or more news

23. Conclusion: Content Marketing
Works

24. SEARCH MARKETING:
ORGANIC
Week 2

25. What is SEO?
The Goal of
SEO is to push
your content to
the top of
Search
Engine
Results
Pages

26. “Above the Fold” in the Old
Days
http://www.flickr.com/photos/globochem/2321238318/

27. “Above the Fold” Today
Paid Placement
Unpaid (Organic) Placement

28. Social Media’s Impact on SEO
Before After

29. SEM vs PPC vs SEO
• Search engine marketing (SEM) is a
combination of paid search programs and
“organic” search optimization
• Paid search includes:
1. Pay-per-click (PPC)
2. Cost-per-impression (CPI or CPM)
(M=1,000)
• Organic search (i.e., SEO) focuses on
“unpaid” ways to improve search engine
results page (SERP) placement
http://en.wikipedia.org/wiki/Search_engine_marketing

30. 5 Key Metrics of Site SEO
1. Searchability. Is the structure, content and meta-content (descriptive
information including titles and keywords) of the site optimized for search
engines (specifically Google and Bing), providing the best possible organic
search engine results possible, as defined by search experts and online
SEO/SEM measurement resources?
2. Accessibility. Is the site accessible from different kinds of devices, and
can people with disabilities perceive, understand, navigate and interact
with the site, as defined by the W3C Web Accessibility Initiative?
3. Navigability. Once on the site, is the content easily organized and
navigated?
4. Sharability. If a visitor likes what the can see or do on the site, is it easy
for that person to share their likings (or dislikings) with site managers
and/or the general public?
5. Salability. Does the content of the site lend itself to one or more
understandable (and measurable) goals – e.g., driving visitors to try out a

31. Search & Social are Critical to Content Marketing
Conclusion

32. THE 4 CS: COMMUNITY
Week 2

33. Social Media ≠ Community
http://www.slideshare.net/rhappe/community-management-fundamentals

34. What is Community Management?
http://www.slideshare.net/rhappe/community-management-fundamentals
The Discipline of Ensuring Productive
Communities
TheIcebergEffect

35. Community Management
Rules
1. Remember that community is not the platform, it’s the people
2. Set up clear guidelines for participation, and put them in writing
3. Understand the implications of exerting editorial control over user-
generated content
4. Don’t sell!
5. Disclose your identity
6. Be yourself, but don’t be all about you or the product
7. Be friendly and helpful, but firm
8. Ask questions and show that you’re listening
9. Show that you’re learning; that they’re making a difference
10. Feed the stars but starve the trolls
11. Keep calm and carry on
12. Admit mistakes and apologize
http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-manager
http://www.slideshare.net/rhappe/community-management-fundamentals

36. The Community Maturity
Model
http://www.slideshare.net/rhappe/community-management-fundamentals

37. THE 4 CS: CONVERSATION
Week 2

38. The Listening Dashboard
• Google Reader Substitutes
– Prismatic
– Feedly
• Google Alerts
• Search.twitter.com
Content Rules Chapter 9

39. Listening & Engagement
Tools
• HootSuite
• TweetDeck
• CoTweet
• Jive
• Collective Intellect
• Lithium
• Sysomos
• Attensity360
• Alterian SM2
• Crimson Hexagon
• Spiral16
• Spredfast
• CustomScoop
• Meltwater Buzz
• SocialToo
• Topsy
• Trackur
• UberVU
• ViralHeat
• Webtrends
• Google Reader
• Sprinklr

40. Prioritizing Your Influencers
• Influencer Maps
• Influencer Tiering
http://mentionmapp.com/#user-vanhoosear

41. Influence Measurement Tools
• Klout
• Kred
• mBlast
• PeekAnalytics
• PeerIndex
• Traackr
• TweetLevel

42. • Reach (how many people does this particular
influencer influence compared to other
influencers)
• Relevance (how closely aligned are the topics
that this influencer writes/talks about compared
to your organization’s topics)
• Reputation (what is the common opinion that
people have about a particular influencer
compared to other influencers)
• Receptivity (how approachable is this
particular influencer, and how likely are they to
be influenced by you – shoot too high and they
may not be receptive. Too low and they won't
have enough followers to make it worth the
effort) 42
The Four Rs of Influence
R

43. The Influence Formula
Calculate an influence score between 0 and 1000 for each by assigning
a numeric value to each R in the following way, and multiplying these
values together:
• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow
reach
• Relevance: 0-10, with 10 representing a very close fit and 0 a
stretch
• Reputation: 0-10, w/ 10 being a household name and 0 a relative
unknown
• Receptivity: A percentage likelihood of action, represented decimally,
from
.0 (0%) to 1 (100%)
The resulting output of this formula is a score between 0 and 1000
I = r1 x r2 x r3 x r4

44. Influence Tactics
1. Rational Persuasion (Appeal to Thoughts)
2. Inspirational Appeal (Appeal to Feelings)
3. Personal Appeal (Appeal to
Relationships)
4. Consultation (Question)
5. Ingratiation
6. Coalitions
7. Relentless Pressure
8. Reciprocity & Exchange
The Influencing Formula by Elizabeth Larson & Richard Larson

45. From Monitoring to Action
• Establish a conversational workflow
– A decision tree outlining how conversations
are treated and routed across the
organization
– e.g., if the topic is this, then this person should
respond; if the topic is that, then there’s no
need to respond

46. THE 4 CS: CONVERSION
Week 2

47. What is a Conversion?
• A conversion is a measurable event that indicates movement through the
sales and marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate

48. DIGITAL MARKETING
CONVERGENCE
Week 2

49. Paid vs. Earned vs. Owned
• Advertising was traditionally the realm of
paid media
• Public relations was traditionally the realm
of earned media
• Advertising claimed an early lead in
“interactive” media
• PR claimed an early lead in “social” media
• Both PR and advertising are now
competing for control of owned media
channels

50. PESO
• PAID = Money exchanged for space in
magazine, newspaper or online site; for time
on radio, TV and sometimes online channels
• EARNED = Coined by public relations
professionals to differentiate from paid media
• SHARED = Content shared on, and
communities built on, third-party social
networks (e.g., Facebook, Twitter, LinkedIn,
Pinterest, etc.)
• OWNED = Print collateral, websites, blogs,
video, podcasts, ebooks, etc.

51. POE vs PESO
• Which makes more sense?

52. There is a Convergence
Happening in Marketing
Image courtesy IDG

53. THE DIGITAL MARKETING
HUB
Week 2

54. The Evolution of Marketing
Technology: 1970-Tomorrow
• Take your customer database and digitize it: telesales
• Then port it to the personal computer: contact
management software
• Then add collaboration, lead scoring and reporting:
sales force automation
• Then port it to the web and add lifecycle management:
customer relationship management
• Then add SEO and some automation scripts: marketing
automation
• Then add omnichannel support and mix in some
consumer empowerment: digital marketing hub
http://www.crmswitch.com/crm-industry/crm-
industry-history/

55. "The Hub of the Universe”
"[The] Boston State-
House is the hub of
the solar system.
You couldn't pry that
out of a Boston man,
if you had the tire of
all creation
straightened out for
a crowbar.”Oliver Wendell Holmes
The Autocrat of the Breakfast Table, vol. 1, no. 6
1858

56. “The Hub of the Universe”

58. What is a Marketing Hub?
“A digital marketing hub provides marketers
and applications with standardized access to
audience profile data, content, workflow elements,
messaging and common analytic functions for
orchestrating and optimizing multichannel campaigns,
conversations, experiences, and data collection
across online and offline channels, both manually and
programmatically.
“It typically includes a bundle of native marketing
applications and capabilities, but it is extensible
through published services with which certified
partners can integrate.

59. The Gartner Marketing Hub
Magic Quadrant (December
2014)

60. Gartner’s Four Crucial Aspects
of Digital Marketing: The Four Es
1. Have a single view of the customer —
Know who you’re interacting with, no
matter which channel or identity they’re
using.
2. Use the same content engine — Get
everyone involved – from content
ideation, through to creation, curation
and engagement – using the same
platform.
3. Address all channels — Most of your
customers are using multiple channels
to interact with you. Have a plan for
each, even if you’re focusing on just a
few.
4. Don’t stovepipe your measurement
— Have a consistent, overarching set of
program objectives that transcend the
platform. Don’t get trapped into platform-
specific measurement. Gartner, December, 2014
Engagement
Execution
Extensibility
Evaluation

61. Visualizing the Digital Marketing Hub
CMS
Email Marketing System
Facebook
Twitter
Other Social Channels
Web / Mobile / Tablet
F2F
Hootsuite
Tweetdeck
Google Analytics
Link Shorteners

62. Visualizing the Digital Marketing Hub
Knowledge
Interest
Intent
Action
Awareness
Your
Marketing
Hub
Your Sales & Marketing Process
Your Channels

63. Transitioning to a Digital Marketing Hub,
or, Don’t Panic!
Knowledge
Interest
Intent
Action
Awareness
Your
Marketing
Hub
Your Sales & Marketing Process
Your Channels

64. The 8 Keys to Digital Marketing
Success
1. Content Creation, Curation & Management
2. Social Media Monitoring & Engagement
3. Advertising
4. Search Marketing
5. Lead Generation Mentality
6. Reporting, Analytics & Measurement
7. Automation Technology
8. Targeting & Testing

65. Market Research Secrets
• Begins with a competitive analysis
• What companies / sites are you competing
with?
• How well do they perform?
• Great tool: http://websitegrader.com/

66. Keyword Research Secrets
Once you have identified and analyzed the competition at a high
level, you can turn your attention to analyzing the keywords
from four perspectives:
1. What keywords you want to be known for
2. What your site is keyword optimized for
3. What your competitors’ sites are keyword optimized for
4. What people are searching for
Four great keyword tools:
1. http://seokeywordanalysis.com/
2. http://www.googlerankings.com/ultimate_seo_tool.php
3. http://tools.seobook.com/general/keyword-density/
4. http://textalyser.net/

67. On-Page vs. Off-Page
• On-Page SEO focuses on how you can
improve the content, structure and
navigability of your own site
• Off-Page SEO focuses on, well, pretty much
everything else, including
– DNS (Domain name services)
– Social media
– Inbound links
– Press releases
– PPC
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

68. HTML 101
<HTML>  This is the outside paired HTML element that declares that what’s inside is
HTML
<HEAD>  Content inside the HEAD element describes the whole page
<META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”>
<META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”>
<TITLE>The descriptive name of the page goes here</TITLE>
</HEAD>  Paired elements (including TITLE) are “closed off” with a leading forward slash
<BODY>  All the content displayed on the actual web page appears inside the BODY
elements
<H1>The largest header tag for really big type</H1>
<P>Body copy appears inside the P element. Click on image below.</P>
<A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A>
<H2>Slightly smaller header type</H2>
<P>Headers are really important for SEO.</P>
</BODY>
</HTML>
• Right click on a webpage and click on
View source to see how a web page is
designed…

69. On-Page SEO Checklist
• Always start with keyword selection, research and testing
• Meta Description tag
• ALT tags
• H1 tags
• URL structure
• Internal linking strategy
• Content
• Keyword density
• Site maps, both XML and user facing
• Usability and accessibility
• Track target keywords
• Expect results in 6-12 months
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

70. SEARCH MARKETING: PAID
Week 2

71. PPC, PPM, CPL, HUH?
• PPC = Pay-Per-Click
– Only pay for clicks
– CPC = Cost-Per-Click
– PPA = Pay-Per-Action (e.g., when item is
sold)
– CPA = Cost-Per-Action
– CPL = Cost-Per-Lead
• PPM = Pay-Per-Mille (1,000 impressions)
– Avoids click fraud
– CPM = Cost-Per-Mille

72. PPC 101
• PPC is not just about Google AdWords
– Bing (Microsoft) Ads
– Facebook PPC
– Yahoo! Network
– Chitika
• Not just text ads in SERPs
– YouTube
– Blogger
– Google Maps
– Google News
– Google Managed Placements (Ad Network)

73. How to Get Started in PPC
1. Create an AdWords account
2. Pick your audience
3. Choose your keywords that trigger the ad
4. Identify your call to action
5. Build your landing page
6. Build your ad
7. Test your ad
8. Deploy your ad
9. Measure your success

74. Ad Rank: Who’s #1
• Some factors influencing Quality Score are:
– The relevance of your landing page to the keyword
– The relevance of your ad to the keyword
– The performance of your landing page – a slow-
loading website will get a lower QS
– Your Click-Through-Rate (CTR)
– Historical performance of your campaigns

75. Google AdWords Accounts
• Keywords are bound to a group of ads
• This group of ads is part of a campaign
• The campaign will be part of your account

76. The Top 7 Social Media
Marketing Trends Dominating
2014/2015
1. Social Media is Up. With 92% of business owners indicating that social
media is important to their business in 2014, many are re-allocate budgets
away from traditional methods of advertising towards social media and other
inbound marketing strategies
2. Google+ is Down. With Google announcing earlier this year that social
signals are not part of their ranking algorithm and the recent decision to
remove Authorship photos from the search results, it’s not surprising that
some marketers are confused about how Google+ is different or better than
Facebook or Twitter.
3. Images are Up. Pinterest, Instagram and Twitter images are increasingly
popular.
4. Videos are Up. Vine, Instagram video usage is up, but penetration is still
low: only 28% of brands use Instagram and 7% of brands use Vine.
5. Foursquare is Down. Location-aware apps are ever-popular, but
Fousquare’s recent efforts to split its app has led to confusion and a decline
in usage.
6. Myspace isn’t Dead Yet. Myspace got a new look last year, but has been
slow to reach any kind of critical mass. But with ambiguity around Google+,
there could be opportunity to grow.
7. LinkedIn is Up. Way Up. It’s not the only home for B2B marketing
anymore, but recent efforts to drive more views and engagement seem tohttp://onforb.es/1ACfEUD

77. A LITTLE MORE ON
RESEARCH
Week 2

78. Search & Influencer Research
Tools
• By topic on Twitter: https://followerwonk.com/bio
• By topic or location on Twitter: http://www.twellow.com/
• By influence: http://klout.com/
• On Google+: http://socialstatistics.com/
• On blogs: http://technorati.com/
• On blogs via Google: http://www.google.com/blogsearch?hl=en
• Online: http://addictomatic.com/
• By topic on blogs: http://alltop.com/
• By retweets and mentions on Twitter: http://mentionmapp.com/
• By topic online: http://socialmention.com/
• Via Google News: https://news.google.com/nwshp?hl=en&tab=wn
• In scholarly articles: http://scholar.google.com/schhp?hl=en
• Via top trending topics: http://www.google.com/trends/

79. Discovery Tools and Tips:
Twitter
• Twellow
• WeFollow
• Klout
• Twitter Search
• Twitalyzer
• TweetLevel (Owned by Edelman)
• Mentionmapp
• Tweetreach

80. Discovery Tools and Tips:
Blogs
• Alltop
• Blogpulse
• IceRocket
• Touchgraph
• Technorati
• Google Blog Search

81. Discovery Tools and Tips:
Other
• Boardreader
• Facebook Search
• MailChimp Social Pro
• Rapportive (Gmail)
• YourOpenBook

82. Search

83. Search

84. Search