1. When someone wants to know about you or your organisation they invariably do one thing....

2. ORGANIC VS PAID SEARCH
PAID
PAID
ORGANIC
3. ORGANIC VS PAID SEARCH
10% OF CLICKS
10% OF CLICKS
90% OF CLICKS
4. Owning the search page!
5. Ignoring the search page!
6. Owning the search page!
7. AN INTEGRATED APPROACH
Offline

Ads

8. EditorialPR & Distribution Networks
Web Equity & Visibility
Blog

Content

9. SocialFeaturesSocial Properties
LTSBCF Brand Site
10. Content, Search & Social
Content is at the core of success online.
CONTENT
SEO
SOCIAL MEDIA
11. Media Fragmentation
Direct Mail Print & Press
TV/ Radio
Brand Website
Trade bodies
Influential Blogs
Business forums
Banners
Email
PPC/ SEO
Affiliates
12. Media Fragmentation
Direct Mail Print & Press
Brand Website
Trade bodies
Influential Blogs
Business forums
Banners
Email
PPC/ SEO
Affiliates
13. Uplift through Social
Nielsen shows that ads which also are given social context (the ability to like, share, recommend, tweet, perform better.
14. An active social presence sells!
15. Social Media CPA is lower
16. The Big Shift in Marketing Landscape
17. VOLUME OF MESSAGE AMPLIFIED
18. SOCIAL SUCCESS
Content Relevance
Domain Credibility
Channel Alignment
Timing (temporal relevance)
Audience Confidence
19. Whydo you want to be involved?
Whoare you trying to talk to?
Whatare you trying to say?
Where do you need to say it?
Measureperformance & results
A plan for when things go wrong!
Our approach to Social Media
20. Social Media Marketing Preparation
21. 22. THE SEO PYRAMID
Algorithmic Ranking Factors
23. MEASURING SUCCESS
24. Digital Metrics
Web Analytics
Traffic increase to site
Through natural search increased visibility
Through Social Media properties
Click Through Rates on content distributed through Social Networks
Macroconversions
Entry via social property to purchase
Increased purchase via Eurodiet website

Microconversions on Eurodiet Site
Examples below will need finalisation based on user journeys
User follows link to site for Eurodiet bars & then looks at another product category
User looks at multiple product categories
User accesses multiple recipe pages
User registers for free bar
User signs up to newsletter or RSS feed
25. Digital Metrics
Social Media Metrics
Quantitative Metrics
Fans, Followers, Likes of Eurodiet FB page, etc
Qualitative Metrics
Engagement Metrics
Clicks on content
Re-tweets
Shares
Likes of content
Comments on content
Social Bookmarking
Influencer Metrics
% of following comprised of market influencers
Engagement with Influencers
@replies
Conversations in social
Conversation outside of social media
Increase reach via Influencer Engagement
# of Influencer followers if Influencer engages with content
RTs
Comments
Likes
Shares
Social Bookmarking
Blog commentary
26. Digital Metrics
Business Metrics
Increased Sales Volume
Increased customer types
Increased data capture
Increased product type per customer
Increased in basket price per purchase
Visibility SEO positioning against key search terms
(see web analytics)
Decreased overheads (customer service teams, human resource)
Decreased SEM spend