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SOME BACKGROUND INFORMATION...SOME BACKGROUND INFORMATION... Founder and CEO of The Loud Few, VP Digital Operations at Moosylvania.SEO and PPC Instructor at Buzzhound Learning LabBoard Member of Social Media Club St. Louis and Ad Club St. Louis

You can reach me:

erin@theloudfew.com

@steinburglar

linkedin.com/in/erinsteinbruegge

facebook.com/erin.steinbruegge

theloudfew.com/blog

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GOALS & OBJECTIVES FOR TODAYGOALS & OBJECTIVES FOR TODAY Provide an overview of 4 key digital strategies you should be using to improve your brand presence online.

Discuss some stats and examples around the strategy.

Walk away with tactics you can implement immediately.

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STRATEGY 1:STRATEGY 1: SEOSEO

FIND  MY  BRAND

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SEARCH ENGINE OPTIMIZATIONSEARCH ENGINE OPTIMIZATION

PPC

Organic

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SEO - BENEFITSSEO - BENEFITS Identify how consumers are searching for your brand and topics relevant to your products.

Increase brand impressions and brand awareness in organic search results.

Position your brand as an authority online.

Increase the quality and quantity of traffic to your website.

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FUN STATS: SEOFUN STATS: SEOUS Senior Marketing Executives rank SEO as the most effective strategy for generating conversions.

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SEO CASE STUDY:SEO CASE STUDY: TRUMOO PILOTTRUMOO PILOT

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SEO CASE STUDY:SEO CASE STUDY: TRUMOO PILOTTRUMOO PILOT

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SEO CASE STUDY:SEO CASE STUDY: TRUMOO PILOTTRUMOO PILOT

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SEO: A CASE STUDYSEO: A CASE STUDY

Data from this program allowed us to develop our website and content strategy for the national rollout.

increase in traffic for optimized pages.

60%more pageviews for optimized content.

286%growth in social media fans.

42%

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SEO - DO TOMORROWSEO - DO TOMORROW1. KEYWORD RESEARCH

to identify branded and non-branded search terms, as well as competitor search terms.

2. AUDIT THE CONTENT on your existing site and build a plan for incorporating new content base on these terms.

3. CREATE A PLAN FOR SHARING your content via RSS feeds, PR, social media and industry specific publications.

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STRATEGY 2:STRATEGY 2: CONTENT STRATEGYCONTENT STRATEGY

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CONTENT STRATEGY - WHAT IS IT?CONTENT STRATEGY - WHAT IS IT?It’s Your Master Plan for:

Delivering key messaging

Engaging you target audience

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CONTENT STRATEGY - 6 STEPS TO SUCCESSCONTENT STRATEGY - 6 STEPS TO SUCCESS1. IDENTIFY

what topics interest your customers.

2. ENGAGE where these conversations take place.

3. SHARE your content in the appropriate channels.

4. LISTEN to what people are saying about your brand.

5. MEASURE what content is most successful.

6. OPTIMIZE based on user feedback and analytics data.

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CONTENTOUT

PRODUCTS & SERVICES

CONTACT INFORMATION

DOCUMENTS, WHITEPAPERS

& SLIDESHOWS

ARTICLESINDUSTRY NEWS & REFERENCES

VIDEOS

FAQS

OPTIMIZED& TARGETED

CONTENT

AUDIENCE RESPONSE& FEEDBACK

SEARCH ENGINE & WEBSITE ANALYTICS

FEEDBACK

CONTENTDISTRIBUTION

SHARE WITH FRIENDS

PERFORMANCEANALYISIS

RESOURCE SHARING

VIDEO HOSTING

SOCIAL NETWORKING

SOCIAL BOOKMARKING

AGGREGATORS

SEARCH ENGINES

YOUR WEBSITE

YOUR BLOG

YOURCONTENT

DISTRIBUTIONPLATFORMS

SEARCH ENGINE& SOCIAL MEDIA

STRATEGY

HOMEBASE

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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX

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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX

Content was all product-oriented

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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX

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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX

User submitted content is also shared via social media.

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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY:

WHAT’S HOTNAIL HEALTH TIPS

SHOP NOW

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CONTENT STRATEGY CASE STUDY:CONTENT STRATEGY CASE STUDY: CUTEXCUTEX

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CONTENT STRATEGY - RESULTSCONTENT STRATEGY - RESULTS 2k+ post views in the first 2 weeks on Facebook.

Twitter fan growth – 500 followers in the first month.

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CONTENT STRATEGY - DO TOMORROWCONTENT STRATEGY - DO TOMORROW1. DO YOUR RESEARCH

on where conversations are happening and sentiment around you brand.

2. CREATE WEBSITE CONTENT that tells users what to do.

3. CREATE AN EDITORIAL CALENDAR Download a free template in Resources

4. STICK WITH IT!!

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STRATEGY 3:STRATEGY 3: SOCIAL MEDIASOCIAL MEDIA

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FUN STATS: SOCIAL MEDIAFUN STATS: SOCIAL MEDIA

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FUN STATS: SOCIAL MEDIAFUN STATS: SOCIAL MEDIA

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FUN STATS: FACEBOOKFUN STATS: FACEBOOK Facebook generates the most conversions for B2C.

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FACEBOOK STRATEGYFACEBOOK STRATEGY

Offer exclusive content – FB users want discounts from brands.

personality for your brand.

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FACEBOOK CASE STUDYFACEBOOK CASE STUDY

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FACEBOOK CASE STUDYFACEBOOK CASE STUDY

IMPRESSIONS23,811,912 GAINED OVER

21K FANSCONVERTED FB AD CLICKS TO FANS AT 77% 50¢

AVERAGECPM OF

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FACEBOOK - DO TOMORROWFACEBOOK - DO TOMORROW1. MAKE YOUR WEBSITE MORE SOCIAL

intergrate sharing and social media streams

2. CREATE A “FAN GATE”

3. CREATE A TOS that is public to your FB fans

4. CREATE A SOCIAL MEDIA PLAYBOOK Free templates available in Resources

5. CONSIDER A CONTEST OR COUPON with a FB ad campaign

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STRATEGY 4:STRATEGY 4: GET MOBILEGET MOBILE

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MOBILE MARKETINGMOBILE MARKETING

MOBILE ADS

QR CODES

GEOFENCING

SMS

MOBILE WEBSITES

MOBILE APPS

LOCATION-BASED SERVICES

AUGMENTED REALITY

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FUN STATS: MOBILEFUN STATS: MOBILE

5 BILLION+PEOPLE HAVE A MOBILE PHONE

THAT’S 1 BILLION MORE THAN HAVE ACCESS TO A CLEAN TOILET.

79%

OF AMERICANS WILL HAVE A SMARTPHONE.

MORE THAN

HALF

OF SMARTPHONE USERS USE THEIR PHONE TO HELP THEM SHOP.

HAVE PURCHASED DUE TO USING THEIR SMARTPHONE WHEN SHOPPING.

74%

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QR - WHAT IS IT?QR - WHAT IS IT? QR is simply a link from the physical world to the digital world.

QR requires a smartphone with a camera and QR scanning software.

after the scan that makes or breaks a QR campaign.

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QR - INTERESTING EXAMPLESQR - INTERESTING EXAMPLES

User shopping via QR at a subway station

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QR - INTERESTING EXAMPLESQR - INTERESTING EXAMPLES

QR reinvents focus groups at retail.

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QR - TIPS FOR MAKING IT A SUCCESSQR - TIPS FOR MAKING IT A SUCCESS Make sure your QR is scannable on multiple devices.

Make sure you are driving to a mobile accessible page.

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MOBILE - DO TOMORROWMOBILE - DO TOMORROW1. CREATE A MOBILE PRESENCE

make your website mobile accessible.

2. START SCANNING QR codes around you

3. DOWNLOAD A LOCATION-BASED APP or coupon app and explore user rewards.

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FOLLOW UP RESOURCESFOLLOW UP RESOURCES This presentation is available at: http://www.slideshare.net/theloudfew

Resources for this presentation are available at: http://www.theloudfew.com/digital-resources

Downloadable editorial calendar template Links to social media policy templates Links to free tools for keyword research and social media monitoring

Moosetracker - Mobile and Social Media Case Studies are available at: http://tracker.moosylvania.com/

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THAT’S A WRAP!THAT’S A WRAP!YOU HAVE SUCCESSFULLY COMPLETED THIS CRASH COURSE