Post on 30-Oct-2014
description
Me
• Measurable and accountable, testable, itera1ve – test it, tweak it, refine it, op1mise • Targeted and tailored • Cost-‐effec1ve (o?en free) • Interac1ve, engaging, immersive, dynamic, immediate, real-‐1me (challenges?) • Community, social, bi-‐direc1onal, conversa1onal – listen • You can implement it! • But, the consumer has all the power
What’s good about digital?
Stuff you can use -‐ channels Social
networks
Social Ads
Ad networks
1-‐way Social
Ad networks
Business apps Image
hos1ng
Webinars Live
stream
Livecast
Podcasts
Social news
Widgets
Comments / reviews
Blogging
Microblogging
Website
SEM
SEO
Rich media
• Fit? • Strategic alignment • Commitment and resources
First
Measuring
Listening
Stalking
Measurement ac1on plan
Signup to Google Analytics and get tracking code in your website
Visit your Google Analytics account - ask “so what?”
Set up Google Alerts for your brand, your competitors, key areas of interest
www.analytics.google.com
www.alerts.google.com
Email • It works • Built on trust and value – poor execu1on can hurt
Email – golden advice 1. Deliver value – trade something 2. Be regular / consistent
• Balancing act between mindshare and bugging people • Fortnightly or monthly work best
3. Be on-‐;me • B2B: Tues – Thurs, 9:30am 1ll 3pm • B2C: Fri – Sun, 5pm 1ll 8pm
4. From name -‐ #1 factor in whether people open • Familiar, and keep it consistent
5. Subject – Capture interest, don’t trigger spam, and keep consistent formaJng • 20 – 50 characters • Follow deliverability rules (70% -‐ 80% don’t make it)
• Smart copy – avoid spammy language (‘sale’, ‘fee’, ‘bonus’, ‘crazy deal’ etc) • Get added to recipients’ address books • Check out an1-‐spamming regula1ons (ADMA)
• 2 components – variable + consistent 6. Don’t forget plain text (otherwise 5% won’t see it) 7. Feed your list
• Segment 8. Respect yourself
• No unsolicited mail • Stay on topic – what they signed up for • Add a permission footer to explain why you’re contac1ng them • Preferences -‐ Give people choices in how o?en they’re contacted and what for
Email ac1on plan
www.mailchimp.com
Social networks aren’t new
Classmates.com Craigslist
SixDegrees.com AsianAvenue
Care2 Xanga
LiveJournal BlackPlanet
MiGente Mixi (Japan) (SixDegrees closes)
Cyworld Ryze StumbleUpon Meetup.com
Friendster Fotolog Plaxo MyLife
Skyblog Couchsurfing MySpace Tribe.net Fast.FM Hi5 LinkedIn Open BC/Xing Netlog (Europe) MyHeritage
Flickr, Piczo, Mixi Facebook (Elite Unis) Dodgeball Orkut, Dogster Multiply, aSmallWorld Catster Hyves Yelp Vimeo Taringa (Argentina) Basecamp
YouTube Facebook (High School Networks) Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Bebo AsianAvenue, BlackPlanet (relaunch) Gather.com Loopt Renren (China)
Facebook (corporate networks) Cyworld (US) MyChurch QQ (everyone) Windows Live Spaces Facebook (everyone) Twitter Cafe Mom Nasza-Klasa (Poland) Odnoklassniki (Russia) Vkontakte (Russia)
Tumblr Ravelry
Kaixin001 (China) Yammer Plurk
Foursquare Gowalla
Google Buzz
Social content
Op;ons
• Use exis1ng social plagorms like Facebook, Twiher, LinkedIn, YouTube etc • Mix exis1ng social plagorms with your content • Create your own online community
Rules
• On their terms – the customer has all the power • Sophis1cated users • Humanised brands, real conversa1ons • Trading things of value
Social media strategy
Attract the target group to your community
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
Social media strategy
Attract the target group to your community
Get them activated in the community
• Creators (5%) • Contributors (20%) • Lurkers (75%)
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
Social media strategy
Attract the target group to your community
Get them activated in the community
Learn about your members in a social context
• Members’ preferences? • How can you participate? • Be close to them?
• Creators (5%) • Contributors (20%) • Lurkers (75%)
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
Social media strategy
Attract the target group to your community
Get them activated in the community
Learn about your members in a social context
Communicate and engage based on information in the community
• Gender, age – lame • Company, job – ok • Interests – good • Behaviour – awesome!
• Members’ preferences? • How can you participate? • Be close to them?
• Creators (5%) • Contributors (20%) • Lurkers (75%)
• Strong common interest • Make it feel alive • Incentives to join • Critical mass
Media sharing
Blogging
What is a blog? • A place for regular news, updates and value (at least weekly) • Simple, relaxed, quick, easy and informal • A platform to express thoughts, theories and opinions • A place to build credibility and build a loyal readership • Somewhere to invite discussion and feedback • A powerful marketing channel – traffic, relationships, SEO etc
What a blog isn’t • A hard sell
What should I blog about?
What should I blog about?
What should I blog about?
Get trac1on Social links Make it easy for people to share your content on their favourite social networks
Link out Link to other bloggers – they’re likely to return the favour
Link in Clearly link to your blog from your website, social platforms you use, email signature - whatever
Invite comments Social content is often viral content
Provide a feed RSS feeds are offered up by most blogging services – use them!
Blog ac1on plan
Check out www.blogger.com
Visit www.technorati.com - look at a few featured blogs
Consider a) do I have something valuable to talk about regularly and b) can I commit to it?
Twiher • Microblogging – send tweets (140 characters or less) • Live stream – share and discover what’s happening in real-‐1me • Listen to what people are saying about topics, compe1tors, you, your brand etc • Build credibility, network, traffic
Twiher
Twiher
Twiher
Social media ac1on plan
Social media ac1on plan
• Support your objectives • How will they feed / support one another? • Reserve your username now
• Make sense to a human • Establish themes • Stay on topic • Group like content together • Offer fresh, unique content
Am I in the right place?
Am I in the right place?
2 audiences
Discover you • New customers
Find you again • Repeat customers
Word of mouth • ‘Google it’
Believe you • Credibility / trust
Buy from you!
Unpaid ‘organic’ placements • 61% of clicks go here
Paid placements • 39% of clicks go here
• Establish intent – define what your pages are about • Keywords (eg “digital marketing, email marketing, digital strategy”) • Anticipate what people are likely to be searching for
• Write quality code – clean, spiderable code, support keywords • Title tag (use keywords) • Meta description (consistent with title) • Headings: H1, H2 tags (use keywords and match with content) • Image alt text (use keywords) • Link anchor text (use keywords of page pointing to)
• Write quality content – clear, concise, focused • Keyword density (rich) • Keyword distribution (linear)
• Make your site go fast – responds quickly to requests • URLs – descriptive, make sense to a human • Links – build your link popularity
Basics get us 95% of the way there
Title Description
Keywords
Heading
Link / anchor text
Image alt text
Body text
Building powerful SEO Keywords – Invisible to user, but helps Google determine what page is about. An1cipate what people are searching for.
Body text – Concisely delivers message
Title – What the page is about, and what people are searching for
Description – More on what the page is about (displays in search results)
Headings – Signpost content Image Alt - Describes image content Links – Pathways to content
<meta name="keywords" content="Internet Filter, Internet Filtering, Web Filter, Web Filtering, Internet Blocking, Internet Filtering So]ware, Internet Filtering Appliances, etc....." />
Do keyword research • Look at your site • Look at your competitors’ sites
Too general ‘accomodation’
Just right ‘Hunter Valley accomodation’
Too specific ‘Boutique
accomodation in the Hunter Valley
with pool and tennis’
Do keyword research • Look at the customer environment
Do keyword research • Look at the customer environment
Keywords The blueprint driving your SEO strategy
• Include title and description • 24 – 48 words / phrases • Be specific and relevant • Try to make unique for each page • Repeat any word a max of 4 times • Capitalise the first letter each word i.e. “Digital Marketing” • Make sense to a human
Title Short, unique, strong pitch
• 70 characters (about 8 words) • Keywords towards the beginning • No repeated words • Avoid vague words • Unique for every page • Make sense to a person
Descrip1on Short, unique and punchy sales argument
• Accurately describe the page’s content • Include all words in the title tag • Keywords towards the beginning • Complete sentences • About 160 characters • Repeat words a maximum of 2 times • Unique for every page • Make sense to a person
Headings Chunk your content
• Contain keyword phrases • Repeat no complete phrases • 2 – 4 words • Relevant to text below • Only use 2 types / levels of headings (H1 and H2)
Help Google ‘see’ your images
• 1 – 12 words • Describe the image • Unique for each image • Include keywords
Image alt tags Anchor text Describe where the link is pointed
• Use descriptive anchor text (should contain keywords for target page) • Make sense to a person • Follow a ‘silo strategy’ – group like information together
URLs
• Tell your web developer you want ‘clean URLs’ • Use descriptive URLs • Make sense to a human • Words rather than numbers • Use keywords
Site content • 250 – 500 words • Use keywords throughout – linear distribution • Contain words from Title, Description, Keywords etc • Make sense to a person • Set the context with the first 200 words – get to the point
Link-‐building strategies • Inbound links from sites with good ‘page rank’ (credibility) • Link out to others – penalised if don’t • Don’t link to a bad neighbourhood • Blogging about new content or services • Engagement objects • Social media • Online PR • Add your business to local / peak body / vertical directories
Measure your performance
Measure your performance
Go to: www.websitegrader.com
SEO ac1on list
Keywords
Body / content
2. Write great content based around carefully-selected keywords
3. Speak with your web developer ensure they insert your keywords into code
1. Do your research Don’t forget to ask your customers!
5. Check how you’re doing • Search your keywords on Google • Use tools like Hubspot.com • Use analytics metrics like referring keywords, conversion rate, etc
4. Create a SEO checklist with clear objectives and processes
Local search
Go to: www.google.com/local/add
Bringing it together
Bringing it together
Follow me • Email: swoodhouse@in-‐tellinc.com.au • Twiher: @scohywoodhouse • LinkedIn: www.au.linkedin.com/in/swoodhouse • Hypescience: www.hypescience.com.au