Online Marketing Trifecta
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Transcript of Online Marketing Trifecta
ONLINE MARKETING TRIFECTA
SOCIAL MEDIA IN CONTEXT
SEOSearch Engine Optimization
SMOSocial Media Optimization
SoMeSocial Media Marketing
SEMSearch Engine
Marketing (PPC)
Online Alphabet Soup
SEOSearch Engine Optimization
Online Search Engine Optimization
KeywordsContent
LinksSite Architecture
Findability
SMOSocial Media Optimization
GoalsMonitoringAdjustingGrowingTools
Online Social Media Optimization
SoMeSocial Media Marketing
)
Customer ServiceListening
ConversationInteractionPromotion
Online Social Media Marketing
SEMSearch Engine
Marketing (PPC)
KeywordsTargeted Crafted MessageImmediate ResultsFacebookGoogle AdWordsLinked In
Online Search Engine Marketing
Where Does it fit?
Media(SEM)
Creative/ IT(SEO, SMO)
Marketing/PR(SoMe)
Media
Creative/ITMarketing/PR
FSC Interactive
How Does it fit?
Media Traditional
Media Shifting…
Message Evolving…
Process
OptimizeEngage
Analyze
Listen
Listen To Whom?
Listen So Many Pieces!
Listen For What?
I LOVE vegetarian restaurants With absolutely
NO SELECTIONxoxo FAMOUS Food Criti c
Listen How?
vegetarian restaurants
Listen Google Alerts
Listen Social Mention
Listen Google Insights
Listen Quantcast
Engage Goals & Metrics
What does success look like?
“I want to increase awareness of my new bar.”
Engage Goals & Metrics
Goals:- Increase Happy Hour revenue- Increase online reservations- Increase newsletter e-mail database- Increase interaction on website
Engage Strategy
• Goal Metrics• Planning• Responsibility• Budget• Measurement
Engage Plan of Action
• To Do Lists• Deliverables• Milestones• Accountability• Metrics
Engage Planning
• Account Detail• Messaging Guidelines• Build-Out Guidelines• Scheduling Guidelines• Brand Consistency
It’s NOT Reinventing…• REpurpose• REuse• REvitalize• REstructure• REspond!
Engage Content
Integrate Search
Integrate Listings
Integrate Traffic
• Reputation Management• First Page Rankings• Qualified Traffic
Social Stats
Social Stats
Engage Branding
What’s your voice?
Are you a Filet Mignon?
Engage Branding
Or a Cheeseburger?
Let’s GetSocial… It’s as easy as 1,2,3
1. Build Your Profile2. Build Your Network3. Build Your Reputation
Basics Building Blocks
Community development and support
Gallery of images to personalize your brand & optimize your web presence
Visual updates, community building and search optimization
Instant updates, feedback and discussions
In the realm of search engines, Yahoo ( ) provides the most loyal visitors at 15%, followed by Google ( ) and Bing ( ) with around 12% each.
Facebook Stats
Facebook Build Your Profile1. Sign up for appropriate account type:
– Profile - Individual person– Page - Business, brand, sports team– Group - Association or Club
Page<
Facebook Profile or Page?
Facebook Page or Group?
Build Your Page
• Sign up for a page • Choose your type, title and fill out
contact information
Build Your Page• Add a photo
They say a picture is worth 1,000 words – make sure yours says the right thing.
• Add complete informationFill out as much information as possible. You’re aiming for 100% complete. Everything from the most basic to the most detailed.
• Create your page settingsYou can choose what your visitors see and how your fans can interact.
• Go the extra mileCreate notes, add photos and utilize applications. More is more.
Facebook Build Your NetworkFind Friends through email or your phonebook
Or, through Facebook.
Facebook Build Your NetworkFind other pages that you should be a fan
of and that should fan you.
Facebook Build Your ReputationThrough status updates
And wall posts.When updating your status and posting to your wall make sure you keep in mind your brand and the ultimate goal. Don’t
just post for the sake of posting. Post with a purpose.
Facebook Build Your ReputationCreate events
Create events for anything and everything going on, at or within your business. But remember – keep
your brand and the ultimate goal in mind.
Facebook Build Your ReputationCreate Facebook Ads to reach more people
Build Your ReputationBy creating an online experiencePeople are visual. Show them what you have to offer through photos. If someone likes what they see on facebook, it’s likely they’ll try to visit in person.
...words and pictures can work together to communicate more powerfully than either alone. – William Albert Allard
Build Your Profile <Stream
Your photostream is a collection of all of your photographs.
Build Your StreamCreate Sets, Galleries and Collections
Galleries allow up to 18 public photos. It’s
an opportunity to celebrate the creativity
of your fellow members.
A collection is a group of your
photo sets that are related to one
another
A set is a group of photos
Build Your StreamMake your photos easy to find with tags
Build Your NetworkKevin Costner was wrong.
Your network won’t just grow on its own, you have to do it.
Create and join groups and add contacts.
Build Your NetworkLink Flickr with your other social networking outlets
Blog or Website
YouTube is the #2 Search engine after Google.
YouTube Search Optimization
YouTube Build Your Profile Channel<
YouTube Build Your Channel
YouTube Build Your Reputation
YouTube Build Your Reputation
YouTube Build Your Network
Twitter Stats
Twitter Build Profile
1. Choose Settings to edit Profile2. Add a picture or logo3. Fill out bio4. Choose a background or create
custom
Twitter Learn Language
Learn the language
@= reply or public responseRT= forwarding informationDM= private message#= search keyword
Twitter Build Network
Twitter Build Reputation
1. Be generous- ReTweet and Respond2. Be relevant- Add value to conversation3. Be diverse- TwitPic, Blip.fm4. Be consistent5. Be authentic
Twitter Management
DesktopTweetDeckCo-TweetTwitterFoxSeesmicHootSuite
Mobile PhoneiPhone
Tweetie Twittelator
BlackberryOpenBeakUberTwitter
Sample Applications
Social Sharing
Social Sharing
Social Local
Goals… Remember Those?
Analyze
“However beautiful the strategy, you should occasionally look at the
results.”- Winston Churchill
Analyze Measure and Value
As important as learning the tools and using them correctly is making sure you are reaching those initial goals and learning how to track the performance of your outreach.
– Popularity and Engagement– Performance of Message– Behavior of Audience
Analyze Popularity
AnalyzeGoogle Analytics is a free tool that provides
an easy to use application showing the breakdown of traffic behavior to your website – how visitors found your site and what they do when they get there.
You can track all online sources including referring sites, paid search terms, email blasts, paid banners and more.
Analyze
Analyze Performance/ Tracking
Analyze Performance/ Tracking
Analyze TrackingBit.ly and Budurl both allow you to have an account and track multiple URLs. Bit.ly is the default for most Twitter applications.
Google is not yet widely available, but keep an eye on it…
Analyze Messaging
Which message works best?
• Optimize• Adjust Strategy• Test Again
Analyze Behavior Analysis
OptiMizeOpenMind
You think You Are
But, Your Customers Think
Compromise…
Thank You.
For more information and continued updates on online marketing, social media and outreach, check back regularly with the FSC blog where we post tools and trends every Tuesday and Thursday
www.fscinteractive.com/blog.aspx
Questions?
FSC Interactive4122 Magazine StreetNew Orleans, LA 70115t. 504.894.8011f. 504.894.8012www.fscinteractive.com@fscnola