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

Email  

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  

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

Facebook  

LinkedIn  

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