Post on 08-May-2015
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DIGITAL DOWNLOAD Thursday, 23rd January 2014
BEFORE WE START….
• Who was the most popular person searched for in 2013? • Paul Walker (Cory Monteith > Mandela)
• What % penetration does Facebook have in Australia? • 55% - 62%
• Of the 7 billion people on the planet, how many own a mobile? • 5.1 billion (apparently only 4.6 billion own a toothbrush!)
• How long do Australians stay on LinkedIn for? • 7mins & 4seconds
WHAT’S TODAY ABOUT?
1. Digital
marketing 101
2. Search
(SEO & SEM)
3. FREE tools to
help you
We have
1.5hrs – so
please ask
questions!
1. DIGITAL MARKETING 101 THINGS YOU NEED TO KNOW!
KEY AREAS OF DIGITAL TO KNOW
DIGITAL
Search (SEM & SEO)
Social
eCRM
Websites eCommerce
Content (video)
Mobile
WHEN TO USE WHAT DIGITAL MEDIUM?
Digital medium Purpose Resource Cost (third-party) Low Moderate High Low Moderate High
SEM (paid) Generate awareness & quick leads
þ þ
SEO (natural) Build reputation & generate leads
þ þ
Social Build relationships & generate leads
þ þ
eCRM Build relationships & up-sell/ cross-sell
þ þ
Websites Build reputation & generate leads
þ þ
eCommerce Generate revenue þ þ Content (video) Educate, build reputation &
generate leads þ þ
Mobile Build reputation & generate leads
þ þ
Online advertising Generate awareness þ þ
DIGITAL CHANNEL PROLIFERATION
ORGANISING THE DIGITAL LANDSCAPE
INTEGRATING MEDIA
KEY ELEMENTS TO KNOW
SEO / NATURAL SEARCH
SEM / PPC
MOBILE
LANDING PAGES VIDEO CONTENT
HOLY TRINITY OF THE WEB
Search
Social Mobile
DIGITAL ISLANDS – BUILDING BRIDGES
BIGGEST
PROBLEM –
Build it &
they will
come.
HOW?
SOCIAL MEDIA More than just pushing content
WHAT IS SOCIAL MARKETING?
Basic social
Social CRM (dialogue)
PR (push)
Value (exclusive)
= + +
HOW MANY AUSTRALIAN’S ARE ON FACEBOOK?
Source: http://checkfacebook.com/, viewed 23rd January 2014
Just over
50% are
between 18 –
34yrs!
WHY WOULD I BE FRIENDS WITH YOU?
Source: Chart of the Day, www.businessinsider.com, 20 December 2011, viewed 16 January 2012.
Consumers
are also more
likely to
engage with a
brand if their
friend has.
WHAT ARE SOCIAL LOGINS?
• Through the use of social login functionality, such as Facebook connect, APIs can be utilised to drive engagement without the requirement of an actual Facebook (or other social network) page.
Great for
understanding
more about
audience &
targeting them
with content.
HOW DO SOCIAL LOGINS WORK?
Profiles are
automatically
created by
pulling through
the available
information via
APIs
WHAT IS THE PREFERRED SOCIAL LOGIN?
Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
WHAT IS THE IMPACT OF SOCIAL LOGIN?
Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/
Increased
engagement
when I connect
through social
CONSUMERS ACTUALLY PREFER TO LOGIN SOCIALLY
Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration & social login, US consumer research, 2011.
If people want
it, how can we
use it?
MOBILE Applications, websites & communications
DIGITAL QUIZ
• What are most people searching on their mobiles? • Location based activities
• What time are most people using their mobiles for search? • Late afternoon/evening
• How many Australian’s viewed facebook on their mobile last month? • 4,600,000 people (nearly 50% of all active users)
WHAT IS MOBILE?
• Mobile is becoming one of the most talked about areas in the digital industry.
• It is important to remember that “Mobile” isn’t only about applications…
Mobile Marketing Apps Website = + +
WHAT IS A MOBILE DEVICE?
Mobile Smart phones
Tablets Other
devices
= + +
WHEN ARE PEOPLE SEARCHING ON THEIR MOBILE?
• Consumer searches on the mobile differ to that of desktop search: • 66% of mobile searches have a local intent • Mobile search numbers peak at night, on weekends &
leading up to holidays People are
searching on
the go & at night.
WHY IS MOBILE IMPORTANT?
Mobile is more than a phone
It entertains
us
It is immediate
It connects us locally
WHAT TO DO ABOUT MOBILE?
Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/
DIGITAL ISLANDS – BUILDING BRIDGES
BIGGEST
PROBLEM –
Build it &
they will
come.
HOW?
BUILDING AN AUDIENCE PAID DIGITAL MEDIA – PERFORMANCE MEDIA
DIGITAL MEDIA
PAID SEARCH (SEM)
CPM DISPLAY LINKED IN
YOUTUBE / CPC DISPLAY 1 2 3
4 5
DIGITAL MEDIA – A CHEAT SHEET ATTRIBUTES PAID SEARCH
(SEM) PAID SOCIAL (FACEBOOK /
TWITTER)
PERFORMANCE DISPLAY
LINKEDIN CPM DISPLAY
AD FORMAT TEXT / KEYWORDS
TEXT / IMAGES BANNERS
TEXT IMAGES / BANNERS /
DISPLAY BANNERS
BUYING MECHANIC PERFORMANCE PERFORMANCE PERFORMANCE PERFORMANCE FIXED COST PER
THOUSAND
COST LOW MID MID-HIGH MID HIGH
TARGETING HIGHLY SPECIFIC SPECIFIC TARGETED
VERTICALS HIGHLY
SPECIFIC BROAD
CONVERSION HIGH (1.5%-12%) MID RANGE (1-4%)
MID RANGE (0.5%-2%)
MID RANGE (1-4%)
LOW (<0.5%)
CPA EFFECTIVENESS 1 2 3 4 5
SCALE LARGE LARGE LARGE LIMITED LIMITED
SOCIAL IS A MAJOR CHANNEL
17 BILLION
PAGE
IMPRESSIONS
A MONTH
DIGITAL MEDIA - FACEBOOK
?
WHAT ARE THE DIFFERENT WAYS TO ADVERTISE?
MARKETPLACE ADS SPONSORED STORIES
- Standard facebook ad that can drive internally or externally to facebook.
- Sometimes paired with social actions your friends have taken.
- Good if you are unable to have an actual page but want a presence on the network
- Based on the idea of “social proof & that consumers are more likely to like a page some one they know already has.
- Drives greater action / engagement from users.
- Placement that can only be used if you have a facebook page.
DIGITAL MEDIA - FACEBOOK
FACEBOOK TESTING & OPTIMISATION
320 different
creative ads
with 3 copy
variations per
ad
FACEBOOK ADS
DIGITAL MEDIA – LINKEDIN
DIGITAL MEDIA - TRANSPARENCY
AD IMPRESSIONS DON’T MATTER
COST EFFECTIVE TRAFFIC
THAT CONVERTS DOES
WHAT’S TODAY ABOUT?
1. Digital
marketing 101
2. Search
(SEO & SEM)
3. FREE tools to
help you
THE POWER OF SEARCH GOOGLE RULES THE ROOST
HOW GOOGLE SEES THE WEB
Infographics created by WiTH Collective – March 2013
SEARCH BEHAVIOUR IN PERSPECTIVE
Infographics created by WiTH Collective – March 2013
MOBILE IN PERSPECTIVE
Infographics created by WiTH Collective – March 2013
MOBILE IN PERSPECTIVE
Infographics created by WiTH Collective – March 2013
MOBILE IN PERSPECTIVE
Infographics created by WiTH Collective – March 2013
WHAT IS SEARCH? SEO & SEM
WHAT IS SEARCH
• The ability to connect peoples thoughts to relevant content through sophisticated algorithms,
• when they are in an active mind state.
GETTING UNDERNEATH SEARCH ENGINES
If you aren’t present, one of your competitors or another retailer will be. If you (or your client) are not the answer,
Attract (awareness)
Engage (consideration)
Transact (purchase)
Retain (cross sell)
Grow (value add)
WHY SEARCH IS IMPORTANT?
Digital camera Photocopier
Canon digital camera Canon MFD
Canon IXUS 1000HS Canon imagerunner 2020
Canon IXUS 100HS bag Canon imagerunner 2020 toner
Canon EOS Canon eMaintenance
SERP – RELEVANT CONTENT
Relevant results
Engaged searcher
SEO – Natural Search (70% Click Volume)
SEM – PPC (30% Click Volume)
SERP – RELEVANT CONTENT
Google Decides
Advertiser Decides
UBIQUITOUS ACCESS
Graphics created by WiTH Collective – March 2013
SEARCH = SEM + SEO
SEO / ORGANIC SEARCH
SEM / PPC Search
• Financial Trading • Based on arbitrage /
modeling • Combination of
marketing psychology, creative
• Short term result • Highly competitive
• Technical endeavor • Site architecture /
structure • Onsite & offsite • Link analysis • Long-term
endeavor • Arms race to stay
on page one
HOW SEARCH WORKS? INDEXING THE WEB
INDEXING THE WEB
• Search Engine Optimisation (SEO) is the process of optimising a website in order to increase the traffic the site receives from search engines.
• SEO is made up of more than 200 factors that can be divided into on-page factors & off-page factors.
WHAT IS SEO?
On site Off site SEO success
On-page SEO is what can be done on the pages of a
website to improve it’s performance in the search engines.
Off-page SEO is what can be done
externally from the website.
The two most
influential
factors in
SEO are
keywords &
backlinks.
WHAT DO WE SEE ?
WHAT A SEARCH ENGINE BOT SEES…
URL TITLE TAGS
META INFO
H1 TAGS H2
TAGS
KEYWORDS
ALT TEXT
BACK LINKS
ON SITE SEO
Googlebot
OFF SITE – SEO
Googlebot
IMPORTANT ELEMENTS FOR SEO – ON PAGE
1. URL keywords
2. Page title or
title tags
On site Off site SEO success
IMPORTANT ELEMENTS FOR SEO – ON PAGE
This free healthy lifestyle site is available to all Australians and is dedicated to sharing and celebrating all the small, yet powerful things you can do to stay healthy.
3. Page description - keywords
On site Off site SEO success
IMPORTANT ELEMENTS FOR SEO – ON PAGE
4. Keyword density
On site Off site SEO success
IMPORTANT ELEMENTS FOR SEO – ON PAGE
5. Headings
H1 TAGS
H2 TAGS
On site Off site SEO success
IMPORTANT ELEMENTS FOR SEO – ON PAGE
6. ALT text
On site Off site SEO success
IMPORTANT ELEMENTS FOR SEO – OFF PAGE
1. Backlinks
On site Off site SEO success
6 out of top 20
come from
pfizer.com.au
IMPORTANT ELEMENTS FOR SEO – OFF PAGE
2. Content marketing
On site Off site SEO success
IMPORTANT ELEMENTS FOR SEO – OFF PAGE
3. Social media
On site Off site SEO success
PAID SEARCH (SEM) A BRIEF INTRODUCTION
ECONOMICS OF
ADVERTISING
STOCKMARKET & HEDGE FUND MATHAMATICAL
THEORY APPLIED TO DIGITAL MARKETING & MEDIA
PERFORMANCE MEDIA – AUCTION
PERFORMANCE MEDIA – AUCTION
Consumers views /queries
Brand #1
Brand #2
Brand #3
AUCTION / EXCHANGE
AD UNIT RESULT / IMPRESSION OR CLICK
IMPACT FOR CLIENTS
Media costs = 30% - 70% lower
Conversion = same or 5X higher
Combined impact = 300% - 500% higher return
*(compared to traditional CPM based buys)
SEARCH ENGINE MARKETING
SEM / PPC (30% click volume) AD POSITIONS DRIVEN BY: 1. MARKET FORCES & 2. ECONOMICS
SERP – RELEVANT CONTENT
7.94%
5.00%
2.47% 1.96%
0.90% 0.81% 0.91% 0.74% 0.75% 0.20% 0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
1 2 3 4 5 6 7 8 9 10
Ad Click Through Rate by Position
CTR
SOURCE : ACCRUACAST.COM
SEO VS SEM PROS & CONS
SEO VS SEM – WHAT STRATEGY TO USE?
Paid Search Pay Per Click /
Performance
Auction Based / market pricing
CPC’s vary greatly due to strategy, competition,
conversion, bidding strategy etc
Short term impact
SEO
Non-media based traffic
Technical endevour
Based on technical optimisation, keywords, bank links, social strategy
Long term impact
SIZE OF THE SEARCH MARKET WHY SEM IS IMPORTANT?
A GLOBAL PERSPECTIVE
A GLOBAL PERSPECTIVE
A GLOBAL PERSPECTIVE
A GLOBAL PERSPECTIVE
A LOCAL PERSPECTIVE
SEARCH 53%
CLASSIFIDES 21%
GENERAL DISPLAY
26%
AUSTRALIAN DIGITAL AS MARKET CIRCA $3.32B IN 2012
Source: IAB MEDIA EXPENDITURE REPORT - RELEASE, NOVEMBER 2012,
HOW PAID SEARCH WORKS A BASIC APPROACH
THE AD MODEL
SEM CAMPAIGN STRUCTURES
Account
Campaign
AD GROUP
AD GROUP
AD GROUP
Campaign
AD GROUP
AD GROUP
AD GROUP
Campaign
AD GROUP
AD GROUP
AD GROUP
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE
SEARCH TAIL / KEYWORD DISTRIBUTION
SOURCE : ACCRUACAST.COM
WHAT KEYWORDS?
WHAT IS THE CREATIVE?
Headline = 25 chars
First line = 35 chars
Second line = 35 chars
Display URL = 35 chars
SEM IN PRACTICE GASTRIC BANDING PROCEDURE OR LAP-BAND
CAMPAIGN = BRAND
CAMPAIGN = BARIATRIC
CAMPAIGN = BRISBANE (Location)
CAMPAIGN = COST
CAMPAIGN BEYOND BRAND
SEM – THE MECHANICS HOW SEM TICKS
SEM MECHANICS 1. AD RANK:
• A value that is used to determine your ad position, in relation to other ads.
2. QUALITY SCORE: • A meaurement of how relevant your ads, keywords &
landing page are to a person seeing your ad.
3. AD POSITION: • The order in which your ad shows up on a page.
QUALITY SCORES = RELEVANCE
Keyword Ad Copy Landing Page
QUALITY SCORES ARE MADE UP OF….
WHAT IS A GOOD QUALITY SCORE?
WHAT DO I PAY FOR SEM?
WHAT DO I PAY FOR SEM?
WHAT DO I PAY FOR SEM?
1
2
3 4
5
COMPLEX MATHS TO MAX. RETURN
SEM KPI’S
LANDING PAGES IMPACT FOR SEM
WHAT IS A LANDING PAGE?
LANDING PAGE WEBSITE
LANDING PAGES FOR PAID SEARCH
• Fundamental to campaign success
• Focus is on the consumer intent from the search query
• Only one “success event” on a page (Find a clinic / doctor or download a fact pack)
• Perform better than a page within a corporate site
LANDING PAGES / QUALITY SCORES
LANDING PAGE EXAMPLES A / B TESTING – LANDING PAGES VS CORP. SITE PRODUCT PAGES
VS
VS
A/B testing to increase consumer relevance &
increase conversion rates
Message testing (headline)
& Creative messaging
(image vs copy)
PLS NOTE: This is only a small selection of the 3,000 keyword campaign targeted
SEM directing
through to articles on
a blog
WHY IS SEARCH IMPORTANT?
If you aren’t in the search results, someone else will be (competitors or alternative solution).
Search gives an insight into consumers: thoughts, feelings, desires & what they want to know more
about.
It provides the ability to tailor the information to acquisition.
JARGON TIME OUT?
DIGITAL QUIZ
• What does SEO & SEM stand for? • Search engine optimisation, Search engine marketing
• How much do you pay for SEM? • Depends on relevance score & bid
• What help to contribute to SEO? • On page & off page
WHERE ARE WE NOW?
1. Digital
marketing 101
2. Search
(SEO & SEM)
3. FREE tools to
help you
3. FREE TOOLS TO HELP YOU BE SMARTER
SOURCE OF INFORMATION - FREE
Source: Google Insights for Search
Viagra 5X
category
terms
SOURCE OF INFORMATION - FREE
Source: Google Traffic Estimator
50K+
Australian
searches a
month within
the ED
category
SOURCE OF INFORMATION - FREE
Source: Alexa.com
SOURCE OF INFORMATION - FREE
Source: Alexa.com
SOURCE OF INFORMATION - FREE
Source: Alexa.com
SOURCE OF INFORMATION - FREE
Source: Google Analytics
SOURCE OF INFORMATION - FREE
Source: Google Analytics
SOURCE OF INFORMATION - FREE
Source: Google Analytics
CONSIDER THE CUSTOMER JOURNEY ATTRACT
(awareness) ENGAGE
(consideration) TRANSACT (participate)
RETAIN (relationship)
GROW (ambassador)
Focus on INFORMATION
Mass communications • TV • Press • Radio • PR Online • Website • Social • Email/newsletter • Referral • Search Existing customer comms • DM • eDM
Focus on RELEVANCE
Offline • In clinic Online • Website/microsite/
landing page • Social • Forum/community
Focus on DRIVING ACTION
Offline • In clinic Online • Website/microsite/
landing page • Social
Focus on VALUE
Offline • DM Online • Email/newsletter • Social
Focus on INCREASE
Offline • DM Online • Email/newsletter • Social
TRAFFIC: • Unique visitors • User journey • Popular pages
ENGAGEMENT: • Time on site • Journey through site • Number of pages
viewed • Bounce rate • Follow/Like
CONVERSION: • Purchases • Average transaction
value • Subscription/registration • Data provided/captured • Conversion rates
ONGOING INTEREST: • Opt-in for ongoing
comms • Open rates • Engagement • Shares • Comments/Views
LOYALTY: • Duration of
membership • Number of
products/services per member
• Transaction levels
WHAT METRICS TO LOOK AT?
TYPE OF COMMUNICATIONS TO CONSIDER
4. KEY TAKE OUTS WHAT TO REMEMBER FROM ME TALKING
KEY AREAS OF DIGITAL TO KNOW
DIGITAL
Search (SEM & SEO)
Social
eCRM
Websites eCommerce
Content (video)
Mobile
ORGANISING THE DIGITAL LANDSCAPE
HOLY TRINITY OF THE WEB
Search
Social Mobile
DIGITAL ISLANDS – BUILDING BRIDGES
BIGGEST
PROBLEM –
Build it &
they will
come.
HOW?
WHAT IS SOCIAL MARKETING?
Basic social
Social CRM (dialogue)
PR (push)
Value (exclusive)
= + +
WHAT IS MOBILE?
• Mobile is becoming one of the most talked about areas in the digital industry.
• It is important to remember that “Mobile” isn’t only about applications…
Mobile Marketing Apps Website = + +
WHY IS MOBILE IMPORTANT?
Mobile is more than a phone
It entertains
us
It is immediate
It connects us locally
DIGITAL MEDIA
PAID SEARCH (SEM)
CPM DISPLAY LINKED IN
YOUTUBE / CPC DISPLAY 1 2 3
4 5
DIGITAL MEDIA – A CHEAT SHEET ATTRIBUTES PAID SEARCH
(SEM) PAID SOCIAL (FACEBOOK /
TWITTER)
PERFORMANCE DISPLAY
LINKEDIN CPM DISPLAY
AD FORMAT TEXT / KEYWORDS
TEXT / IMAGES BANNERS
TEXT IMAGES / BANNERS /
DISPLAY BANNERS
BUYING MECHANIC PERFORMANCE PERFORMANCE PERFORMANCE PERFORMANCE FIXED COST PER
THOUSAND
COST LOW MID MID-HIGH MID HIGH
TARGETING HIGHLY SPECIFIC SPECIFIC TARGETED
VERTICALS HIGHLY
SPECIFIC BROAD
CONVERSION HIGH (1.5%-12%) MID RANGE (1-4%)
MID RANGE (0.5%-2%)
MID RANGE (1-4%)
LOW (<0.5%)
CPA EFFECTIVENESS 1 2 3 4 5
SCALE LARGE LARGE LARGE LIMITED LIMITED
AD IMPRESSIONS DON’T MATTER
COST EFFECTIVE TRAFFIC
THAT CONVERTS DOES
MOBILE IN PERSPECTIVE
Infographics created by WiTH Collective – March 2013
SEARCH = SEM + SEO
SEO / ORGANIC SEARCH
SEM / PPC Search
• Financial Trading • Based on arbitrage /
modeling • Combination of
marketing psychology, creative
• Short term result • Highly competitive
• Technical endeavor • Site architecture /
structure • Onsite & offsite • Link analysis • Long-term
endeavor • Arms race to stay
on page one
SERP – RELEVANT CONTENT
7.94%
5.00%
2.47% 1.96%
0.90% 0.81% 0.91% 0.74% 0.75% 0.20% 0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
1 2 3 4 5 6 7 8 9 10
Ad Click Through Rate by Position
CTR
SOURCE : ACCRUACAST.COM
SEO VS SEM – WHAT STRATEGY TO USE?
Paid Search Pay Per Click /
Performance
Auction Based / market pricing
CPC’s vary greatly due to strategy, competition,
conversion, bidding strategy etc
Short term impact
SEO
Non-media based traffic
Technical endevour
Based on technical optimisation, keywords, bank links, social strategy
Long term impact
SEM CAMPAIGN STRUCTURES
Account
Campaign
AD GROUP
AD GROUP
AD GROUP
Campaign
AD GROUP
AD GROUP
AD GROUP
Campaign
AD GROUP
AD GROUP
AD GROUP
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
Keyw
ords
CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE
QUALITY SCORES ARE MADE UP OF….
WHAT IS A LANDING PAGE?
LANDING PAGE WEBSITE
SOURCE OF INFORMATION - FREE
Source: Alexa.com
CONSIDER THE CUSTOMER JOURNEY ATTRACT
(awareness) ENGAGE
(consideration) TRANSACT (participate)
RETAIN (relationship)
GROW (ambassador)
Focus on INFORMATION
Mass communications • TV • Press • Radio • PR Online • Website • Social • Email/newsletter • Referral • Search Existing customer comms • DM • eDM
Focus on RELEVANCE
Offline • In clinic Online • Website/microsite/
landing page • Social • Forum/community
Focus on DRIVING ACTION
Offline • In clinic Online • Website/microsite/
landing page • Social
Focus on VALUE
Offline • DM Online • Email/newsletter • Social
Focus on INCREASE
Offline • DM Online • Email/newsletter • Social
TRAFFIC: • Unique visitors • User journey • Popular pages
ENGAGEMENT: • Time on site • Journey through site • Number of pages
viewed • Bounce rate • Follow/Like
CONVERSION: • Purchases • Average transaction
value • Subscription/registration • Data provided/captured • Conversion rates
ONGOING INTEREST: • Opt-in for ongoing
comms • Open rates • Engagement • Shares • Comments/Views
LOYALTY: • Duration of
membership • Number of
products/services per member
• Transaction levels
WHAT METRICS TO LOOK AT?
TYPE OF COMMUNICATIONS TO CONSIDER
JARGON TIME OUT?
QUESTIONS & THOUGHTS
Thank you!
Dom
@domhind dominique@withcollective.co
m 0403 300 015
CONTACT DETAILS
PRESENTATION AVAILABLE AT: http://www.slideshare.net/
withcollective
THANK YOU
withcollective.com | facebook.com/withcollective | hello@withcollective.com | 02 8203 2128