7 Pillars Digital Marketing Academy

Webinar Presented by:Arman RoustaDigital Strategist & CEO of Blueliner

May 19, 20112:00 – 3:00pm EST

TM

Best Practices: SEO + Social Media

Webinar AgendaWebinar Agenda

Integration between SEO + Social Media

7 PillarsTM Framework

Questions & Answers

Common Pitfalls

Case Studies

Appendix

7 Pillars Webinars

Useful Tools & Tech

Budget & Time Management

Today on Wall StreetToday on Wall Street

Social Network or Search Engine or CRM? All of the Above!

Interactive Marketing ClientsInteractive Marketing Clients

California Closets (Lifestyle)California Closets (Lifestyle)

Completely Bare (Beauty)Completely Bare (Beauty)

IZOD MenIZOD Men’’s Fragrance (Beauty)s Fragrance (Beauty)

Bogner (Fashion) Bogner (Fashion)

Allied Home Mortgage (Real Estate)Allied Home Mortgage (Real Estate)

New York Video School (Education)New York Video School (Education)

401kid (Finance)401kid (Finance)

CMS Forex (Finance)CMS Forex (Finance)

Guardian Water & Power (Energy)Guardian Water & Power (Energy)

Morningside Translations (Translations)Morningside Translations (Translations)

Blueliner is a reputable digital marketing agency based in New York, with presence in Asia, Latin America and Europe. We have built successful social, mobile and search campaigns for hundreds of clients, including:

Medical Hair Restoration (Medical)Medical Hair Restoration (Medical)

Manhattan Orthopaedic Care (Medical)Manhattan Orthopaedic Care (Medical)

Russia Today (Media)Russia Today (Media)

SogoTrade (Finance)SogoTrade (Finance)

Icebreaker (Fashion)Icebreaker (Fashion)

Lufthansa (Travel)Lufthansa (Travel)

Chaa Creek Resort (Travel)Chaa Creek Resort (Travel)

Celect.org (Social Media)Celect.org (Social Media)

Bid on the City (Real Estate)Bid on the City (Real Estate)

Red Clay Media (Marketing)Red Clay Media (Marketing)

pillar 1. Content (Copy, Video, Photography, Audio)

pillar 2. design UX (Branding, Web Development)

pillar 3. SEO (Organic Search, Organic CSE, Onsite Search)

pillar 4. digital Media (Paid Search, CPM, Affiliate, Retargeting)

pillar 5. CRM (Customer Service, Email Marketing, Web Analytics)

pillar 6. Social media (SMM, Online PR, Networks, Blogs, Games)

pillar 7. Mobile

The The 7 Pillars 7 Pillars of Digital Marketingof Digital Marketing

7 Pillars 7 Pillars Digital AcademyDigital Academy

Classes Begin (Sep 2011)

• Learn the depths of 7 Pillars methodology• Keep your Digital IQ up to date• Hands-on training on specific tactics• Video library of hundreds of pre-recorded trainings, from top experts in the field• Live webcasts• Online and mobile accessible classroom, to store notes, favorite videos and interact with faculty• Flexible payment options, including monthly subs• Certification tracks to validate gained expertise

REGISTRATION OPENS July 2011 REGISTRATION OPENS July 2011

What happened to the Internet and Web?

Everything is trending towards Digital nowadays.

Even the word Online feels out-dated and soon probably will be.

Is there even such a thing as Offline nowadays?

Terminology TrendsTerminology Trends

p3. organic Search (SEO)

+

p6. Social media (SMM)

These are the two primary forms of earned media in the digital world (vs. owned media and bought media)

SEO + Social: Earned Media KingsSEO + Social: Earned Media Kings

SEM Examples and StatisticsSEM Examples and Statistics

• 93% of all Internet traffic is generated from search engines

• Top 10 organic positions receive 78% more traffic than those in positions 11-30

• 97% of them never look beyond the top three results

• 76.7% of Google users use the natural search links (organic, unpaid listings)

*Source: Forrester Research, 2006

P6. Social MediaP6. Social MediaHow to tap into the 1 billion+ user social networks?

Top Tactics• Viral, Buzz, Word-of-Mouth Marketing• Social Shopping• Reputation Management • Social Book marking and “socializing”• Blog Marketing• Application Development: Widgets, Wiki, Blogs, Forums, Polls

P5. Social MediaP5. Social Media

Industry sites, blogs and discussion boards

Micro-blogging service Twitter

Biggest social network Facebook

Photo sharingnetwork Flickr

Video sharingwebsite YouTube

Social Shopping: Coupon SitesSocial Shopping: Coupon Sites

From PromotionalCodes.org.uk

Social Shopping sites like Groupon, Living Social and Dealon are growing at a blistering pace. Expect this trend to continue.

Don’t you ever just want to shut it off?

Have you ever considered closing your Facebook account?

No Tech 50 – like Earth Day, once a week. Could you do it?

Social Media FatigueSocial Media Fatigue

SEO Results – case 1SEO Results – case 1THE PROOF IS IN THE (SEARCH) PUDDING

Blueliner has optimized websites for hundreds of clients in various industries and achieved TOP RESULTS in the major search engines. See SERP below.

“Mortgage lists” 6,000 searches per month!

1st page of Google, 3rd listing

SEO Results – case 2SEO Results – case 2ANOTHER CLIENT BENEFITS FROM TOP SEARCH ENGINE RANKINGS

No matter if it’s B2B or B2C, the 7 Pillars methodology works to achieve top ORGANIC positions for relevant keywords in the major search engines. See SERP below.

“Laser hair removal new york” 15,000 searches per month!

1st page of Google, 4th listing

Case: Medifast Prospect on Google Case: Medifast Prospect on Google - The integration of SEO, PPC, Social Media- The integration of SEO, PPC, Social Media

Searches Per Month = 460,389

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - P5. Social Media- P5. Social Media Searches Per Month =

460,389

Social Media + PR Collaboration

- X -

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - The impact of SEO (Pillar 2)- The impact of SEO (Pillar 2)

SEO is required to achieve top organic search results.

Searches Per Month = 460,389

#1

#2

#3

- X -

Paid Search compliments SEO & Social with quicker and predictable results.

- X -

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - The impact of PPC (Pillar 3)- The impact of PPC (Pillar 3)

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - Revenue Opportunity- Revenue Opportunity

Revenue Opportunity for Medifast = $250,000 + (click for details)

Searches Per Month = 460,389

- X -

This analysis is for one keyword phrase, which presents several different marketing opportunities.

Monthly Statistics on "Diabetes Diet" search phrase# Searches # Clicks # Leads # Sales Revenue/Mo

460,389 13,812 1,381 345 $17,265

Revenue Assumptions

Click-Through Rate 3%Clicks-to-Leads: 10%Leads-to-Sales: 25%Clicks-to-Sales: 3%Avg. Initial Order $50Avg. Reorders/Yr: 5Avg. Reorders/Life: 25Cost Per Click: $1

Projected Long-Term Revenues

Annual Revenue $86,323Lifetime Revenue $431,615

Projected Costs

Cost/Mo: $13,812Cost/Lead: $10Cost/Sale: $40

Return to 7 Pillars Assessment

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - Potential ROI- Potential ROI

SEO Methodology (Keyword Selection)SEO Methodology (Keyword Selection)

• 5-Tier Keyword (KW) Priority System• Search Volume• Competitiveness – Layering and Latency• Relevancy• Maintenance of good positions• Pay Per Click conversion data• Long-Tail opportunities• Geo-Targeting opportunities

• Honing in on Top 25-50 Keywords

• Setup SEO Rankings for Top 50-100 KWs

Preliminary Smartsite Analysis ResultsPreliminary Smartsite Analysis Results

Smartsite Analysis ResultsSmartsite Analysis Results

SEO Methodology (On-Page Strategy)SEO Methodology (On-Page Strategy)

• Technical site check-up and modifications

• Infusing Meta Data with Top 25-50 Keywords across 1st level (key) website pages

• Utilizing Next 25-50 Keywords in Meta Data and content across 2nd level website pages

• Page footer development

• Location specific pages (geo-targeting)

• Quarterly refresh of Meta Data

SEO Methodology (Off-Page Strategy)SEO Methodology (Off-Page Strategy)

• Link Building• Free Links (# and quality of links achieved)• Paid Links (# and quality of links achieved)

• Other Off-Page Strategies Include• Social Media• PR (Interactive and Traditional)• UX: Web Design & Development

Comparison Shopping Engines (CSE)Comparison Shopping Engines (CSE)

May 3rdMerchants will be required to have at least two of the following:• UPC (12 digit bar code)• Brand• MPN (Manufacturer’s Part Number)

June 6th• Merchants will need to include all shipping and tax information

P2. SEO: Budgeting & Expectations P2. SEO: Budgeting & Expectations

Blueliner offers levels of SEO service, which impact the # of keywords and traffic targeted.

Importance of Time ManagementImportance of Time Management• Increasingly digital and fast-paced global economy requires effective stewarding of Time and Energy

SEO + Other Pillars (Analytics, Social) SEO + Other Pillars (Analytics, Social)

Some Pillars work together, almost inseparably. They are all connected to one another.

• Podcast & Blog Marketing – Identify 1,000+ web properties, including blogs, for distribution. Linking content to various social networks and other relevant blogs.

• Link Building – Guiding a link building strategy, that correlates closely with existing PR/IR tactics, with the goal of acquiring links from high PageRank sites, containing the targeted anchor text.

• RSS/Feed Content Distribution - building the database.

• CGM/UGC (User Generated Content) – discussion boards, chat rooms, ezines, etc. and reputation management.

• Social Media Tagging – Bookmarking and talkbacks such as digg, stumbleupon and technorati.

SEO + Social Media SEO + Social Media

Content Distribution via Search & SocialContent Distribution via Search & Social

• SEO Strategy – Identify and prioritize 50+ relevant, high-volume keywords; rearchitect website(s) and marketing messaging around these keywords.

• Web 2.0 Website Revamp (Specs) – Fusing technical, marketing and creative strategy to implement an SEO and visually appealing website user interface.

• Site Architecture – XML Sitemaps, PageRank distribution, and overall website layouts, that are user-friendly and search engine friendly.

• Blog Design & Development – Regular blog positing of dynamic content on the site.

SEO + Other Pillars (Web Design) SEO + Other Pillars (Web Design)

When designing a website, SEO considerations come up throughout the process.When designing a website, SEO considerations come up throughout the process.

SEO Tools We LikeSEO Tools We LikeWhy We Like It Cost

Simple way to see what KWs competitors are bidding on + SEO rankings.

Basic: Free

Premium: $139/mo+

Good competitive intelligence tool. Excellent interface and search data.

Basic: Free

Premium: $199/mo+

The top competitive intelligence tool; but most expensive too.

Volume-based

$500/mo+

Identify and solve basic site technical issues.

Free

Comprehensive overview of SEO performance.

Basic: Free

Premium: N/A

Oldest and most thorough SEO Rankings tool.

$199/yr+ for license

Social Media Tools We LikeSocial Media Tools We LikeWhy We Like It Cost

Co-Tweet Simple way to see what KWs competitors are bidding on + SEO rankings.

Basic: Free

Premium: $139/mo+

Bitly Good competitive intelligence tool. Excellent interface and search data.

Basic: Free

Premium: $199/mo+

Twiends The top competitive intelligence tool; but most expensive too.

Basic: Free

Premium: Varies

Facebook Open Graph Meta Plugin

Identify and solve basic site technical issues.

Free

Foursquare Comprehensive overview of SEO performance.

Free

Yipit Search Engine for Social Shopping Deal sites

Free

Social Media: Deep TargetingSocial Media: Deep Targeting

Client X Patient DNA snapshot <Gerald Smith>• <39 Year-Old>/<Single>/<Male>/<lives alone>/<Orlando,

FL>

• <IT Programmer>/<earning $65,000/yr>

• Referred By:<a friend>, <John Templeton>, who found Client X through <PPC/Google/Keyword=“hair loss restoration florida”>

• Interests:<Golf, Dating, Travel>/DNA Segments:<Active, Bachelor>

• Satisfaction Rating:<4/5>/Refers:<4 Leads/0 Sales>/Email:<5/10>

ACTIVE BACHELOR

SINGLE DAD

EXECUTIVE RETIRED

ALL: Measure and use the toolsALL: Measure and use the tools

36

P5. Social Media: Case StudyP5. Social Media: Case Study

What we like about it: • Intelligent Facebook /FBO Integration• A social network built on top of a

social framework (Facebook)• User engagement (reviews)

P6. Social Mobile StrategyP6. Social Mobile Strategy

• Nearly 10% of website traffic is now coming from mobile; we expect that to be over 20% within two years.

• The canvas is smaller; KISS principle

• Test your mobile site on all popular devices and browsers

• Mobile Apps vs. (Mobile) “M Sites”

Questions & Questions & AnswersAnswers

Building an ROI Marketing Plan* (Jun 29)

Shift Age Trend Report: Digital Forecast (Jun 2) // with world-renowned Futurist David Houle!

Best Practices: CRM & Analytics (Jun 15)

* Paid Workshop (details on next page)

Upcoming Blueliner WebinarsUpcoming Blueliner Webinars

REGISTER ONLINE @ REGISTER ONLINE @ BLUELINERNY.COM/EVENTSBLUELINERNY.COM/EVENTS

How to build an ROI Marketing Plan – from scratch (Jun 29) // Cost = $199

• Use the 7 Pillars of Digital Marketing methodology to build an ROI Plan [participants get copy of Excel template : value = $1,500]

• Realistic financial projections based on grounded marketing assumptions• Wizard-style questionnaire to easily collect data needed to build a business plan• Using SEO/SEM research tools to get real-time data into your plan, for best case vs. other scenarios• For Marketing Executives, Business Owners and Agency Account/Campaign Managers

Upcoming Blueliner WorkshopUpcoming Blueliner Workshop

REGISTER @ bluelinerny.com/events REGISTER @ bluelinerny.com/events early bird discount available!early bird discount available!

Arman RoustaChief Executive Officerarman@bluelinerny.com

US – Asia – Europe – Latin Americawww.bluelinerny.com

• Twitter.com/blueliner• Facebook.com/bluelinerny• Youtube.com/bluelinerpodcasts• Linkedin.com/companies/blueliner-marketing• Flikr.com/blueliner-marketing

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