8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 1/56
MARKETING ONLINE Tools & Strategies to Grow Top-Line Revenue
Mountain Travel SymposiumThursday, April 7th
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 2/56
Introduction & Agenda
Agenda Shameful Brand Plug
Verbal Laser Release & Warm-up
Digital Marketing State of the Nation
Opportunities to Up-level Your Digital
Marketing Performance
Q&A (Prize Time)
Links and Resources
2
Mike Corak VP of Strategy, ethology
@mikecorak
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 3/56
About ethology
strategic digital marketing
ethology is a digital marketing firm that believes earned and owned
media is as important as paid. Redefining industry standards and
strategies, ethology evolves its efforts in real-time, based on market
intelligence, emerging trends and competitive insight, to propel itsclients forward towards digital success.
3
the ethosystem
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 4/56
ethology: Client Sampling
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 5/56
LASER FINE PRINT
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 6/56
Medical Release
6
I (insert name) swear that I will not shoot the
presenter, other attendees, or anyone else
for that matter, in the eye with my laser.
I Accept
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 7/56
WARM UP
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 8/56
8
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 9/56
9
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 10/56
DIGITAL MARKETING
STATE OF
THE NATION
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 11/56
We employ a full suite of digital marketing tactics (website,
search, social, email«)
11
YES NO
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 12/56
³ Yep, we¶re already doing that́
12
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 13/56
When a new tactic becomes buzz worthy (social, mobile,
etc), we want to immediately employ it!
13
YES NO
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 14/56
Which Tactic Produces the Best ROI?
Social
Media
Display
Advertising
Search
Email AffiliateMarketing
Mobile
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 15/56
Per the DMA, It¶s Email Followed By Search
15Source: Direct Marketing Association (DMA) The Power of Direct Marketing 2010
SearchEmail
2x the return of search Leading the rest of the pack
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 16/56
I have an integrated digital marketing plan that aligns budget
with ROI «
16
YES NO
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 17/56
I am a publisher
17
YES NO
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 18/56
Why Yes You Are (We All Are): Random Content Publishing
Statistics
18
�3 trillion web pages indexed by Google (+50 Billion unique)� 90 trillion emails sent annually
� 3.5 billion conversations occurringdaily � 4 billion images on Flickr � 2.5 billion images uploaded toFacebook each month� And on and on and on
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 19/56
Authoritative and Relevant Content Growing More Important
by the Minute
19
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 20/56
The Most Common Digital Marketing Opportunities for
ethology Clients
20
Digital Marketing Health: Measuring Performance of ROI Producers In
Relation to the Marketplace and Adjusting Efforts Accordingly
Listening: Understanding What Your Target Audience Wants To ImproveRelevance and Success
Content Marketing: Moving from Advertiser to Authority
Digital Marketing Strategy and Planning: Creating a Measurable Plan Built
for Success
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 21/56
DIGITAL MARKETINGHEALTH
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 22/56
Digital Success: Content + Search + Social
True digital success is dependent on optimizing your
search, social and content marketing efforts with a
unified, truly holistic strategy.
�Content drives consumers to your brand and affects
every aspect of the decision making process. A
successful content strategy will consider all forms of
content,contextual & media-driven.
�Search addresses the accessibility
and strategic focus of your content,
ensuring your brand is visible in the
right places, for the right searches.
�Social ensures your content created is in the right
context, appears in the right venues, and supportsconsumer intent.
SearchSearch
SocialSocial
ContentContent
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 23/56
High-Level Competitive Tactical Assessments
Example: ethology Market Analysis Report
Input: 4 competing site URLs and inclusion on your email list
FYI ±we can do this for you ± see me after
Concentrating on tactics with the highest potential for return
Co
ntentSo
cial MediaS
earch
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 24/56
Step 1: Search Engine Optimization (SEO)
Understand the effectiveness of
your SEO efforts v. the
competition
Data Sources and Tools:� Google Webmaster Tools
� Sycara
� SEM Rush
� Web Position Gold
� Raven Tools
� SEO Moz
24
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 25/56
Step 1: PPC (Paid Search)
Understand the efforts of
your competitors in paid
search for planning and
testing purposes
Data Sources:
� SpyFu
� SEM Rush
� Google Adwords
25
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 26/56
Step 2: Content and Authority
26
Measure content quantity (potential for relevance and traffic attraction) and site authority for
planning purposes
Data Sources:�Google Webmaster Tools� Yahoo! Site Explorer �Sycara�SEM Rush�Web Position Gold
�Raven Tools�SEO Moz
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 27/56
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 28/56
Email Assessment
28
Assess ROI, deliverability,
creative rendering, and overall
segmentation and execution plan
Data Sources:�Litmus
� ExactTarget
Acquisition
Conversion
GrowthRetention
Reactivation
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 29/56
Other Assessment Opportunities
Conversion Rate ± Shooting for +2%
Usability ± Optimize and test for all: time on site, page views, bounce rate
Competitive Link Analysis ± What links are common and uncommon in the competitive set (seeaforementioned SEO tools)
Competitive Traffic Assessment ± Compete.com, Hitwise
Demographic Assessment - Quantcast
Social Media Engagement ± What messaging and activities create the most buzz and drive themost traffic to your conversion points
Content Consumption ± What content is most consumed and how can more be produced,curated, and distributed
Testing, Measurement ± More of a question, do religiously test, measure, and adjust your digital marketing efforts?
29
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 30/56
As for those shiny new objects«
30
Don¶t be first to market ± learn from others and increase your chances for success
Don¶t be last to market ± leads can really become insurmountable
Social ± At a minimum, manage your reputation (check out Revinate), distribute content and divert media budget to Facebook advertising (the best deal online)
Mobile ± View your site on a smartphone. If you can¶t see it, 15% of your site visitors can¶t
either. Create a web friendly version with contact info, directions, popular content (images
and text), and booking abilities
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 31/56
LASER BREAK!
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 32/56
I¶d like to take a 10 second break for a FUN Laser-Related
activity before moving on«
32
YES NO
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 33/56
Laser Tattoo Removal
33
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 34/56
LISTENING
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 35/56
I listen to what my customers want online
35
YES NO
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 36/56
Build Relevance by Understanding Consumer Vernacular
36
2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!
2010: 2x
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 37/56
Understand Content Demand in Relation to Your Business
37
Beyond brand, develop a keyword target list to guide your content planning and distribution efforts:
Search
What keywords perform best beyond brand phrases?
What phrases are you targeting?
What content is of interest to the public?
Your Assets (Website / Microsites / Social / email)
What content is most highly consumed?
Offline/Brand
What are you known for?
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 38/56
Understand Content Demand in Relation to Your Business
38
Take topical interest related toyour business and listen toconsumer conversations for:
Points of interest Types of popular content
Location of conversations
Identify influencers
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 39/56
CONTENT MARKETING
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 40/56
How many journalists/copywriters do you have on staff?
Yeah Right +21
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 41/56
Content Planning Process and Insights
Research Topical Areas of Interest Available for Brand
Connection
Your ³ One Thing´ ± What¶s Your Brand Promise
Outline Your Goals
Identify the Team
Analyze Target Audience Audit Existing Content Fort Quality and Demand
Strategy and Plan: Create Authoritative Content For
Consumption and Conversation Starting, News for Industry
and Public Awareness, Engage, and Create Interactive
Promotions
Select Outposts According to Research and Plan Needs
Create a Content Calendar Across All Channels
Create, Optimize and Distribute Content
Measure, Test, Do It Again
SearchSearch
SocialSocial
ContentContent
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 42/56
SocialContent Distribution
Offsite Content
Video: Keyword & Geo-targeted
Images: Keyword &Geo-targeted
Podcast: Downloadable Audio
PPT Presentations: Slide SharingE-book: PDF of Whitepapers
Articles: Content Syndication
Press Releases & Newsletters
Infographics: Industry Charts
Research Reports &Surveys
Widgets:Links Embedded
Blog Posts: Links Embedded
Your Brand
Social Bookmarks
Social Network Profiles
Videos
Images
Podcasts
Content Syndication
PressReleases
Blog Posts
Online Articles
Industry Related
Sites
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 43/56
Ongoing Listening, Reporting and Guidance
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
En vir on me ntal Te chnology Se rvice s In fo rmatio n Employme nt Mar ke ts
Main ategories by Social Mentions
Radian6 � Brand Monitoring
� Reputation Management
�Topical Trends
� Content Types
� Outpost Identification
� Influencer Identification
Social Outpost Reporting� Followers
� Engagement
Google Analytics & Offline� Site Traffic and Usage
� Inbound Calls/Contracts
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 44/56
DIGITAL MARKETINGSTRATEGY AND PLAN
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 45/56
How¶s your plan looking now?
45
GREAT,
THANKSFOR
WASTING MY TIME
WEVE GOT
SOMEWORK TO
DO
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 46/56
Strategy and Plan Development Process
46
InternetStrateg
y
Search & SocialData Mining,
Audience Researchand Segmentation
Current StateAudits
Full Communication& Engagement Plan
CompetitiveResearch
Identify your goals and objectives and create
KPIs
Note areas of outstanding and substandard
performance in the marketplace
Audit your efforts
Understand your audiences, their likely behaviors, and content demand
Record offline activities and note for online
support
Develop a strategy to support your brand
promise in a consistent way across all
channelsCreate a tactical plan across channels
(attraction, engagement, conversion,
retention)
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 47/56
Other Planning Tips ±Audience Behavior
47
As critical as understanding consumer
demand, understanding likely
consumer behavior is paramount to
any plan. For Social Media, check out
Forrester¶s Technographic tool:
http://www.forrester.com/empowered/tool_consumer.ht
ml
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 48/56
Other Planning Tips ± Usage Trends
48
Especially for new technologies and opportunities, always spend timeunderstanding what commonconsumer behavior looks like.
Example, when building a mobile presence, make sure informationgathering is the top priority, bookingsecond
(Again, you probably don¶t need and
app, make a mobile friendly version of your site first)
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 49/56
Other Planning Tips ±Budgeting
49
Budgets have yet to follow consumer
time spent with various media
Align budgets with time allocations,
and then prioritize for return
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 50/56
Other Planning Tips ± Local Marketing
50
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 51/56
Other Planning Tips - Organize Internally for Success
� Roles and Responsibilities (Hire a Community Manager!)� Empower Subject Matter Experts With Training and a Plan� Armed with Content Demand Insights� With Measurable Goals and Frequent Check-inshttp://www.slideshare.net/jeremiah_owyang/keynote-social-business-f orecast-2011-the-year-of-integration
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 52/56
Pro-Tip: Utilize Remarketing to Relevantly Extend theConversation Beyond the Social Network (Display, Paid Search, Email)
Drive Users to YourConversion Points
Acknowledge the Social Networkand Conversation of Origin
Drive Users to YourConversion Points
Acknowledge the Social Networkand Conversation of Origin
Cookie the User and/or Tagthe Conversion
Cookie the User and/or Tagthe Conversion
Remarket and EngageOngoing Based on the
Originating Conversation
Remarket and EngageOngoing Based on the
Originating Conversation
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 53/56
53
Website
BannersSocial Search and Social Interest
Locations ± GC, Sedona, cities
Activities ± outdoor
Images
Relevance Case Study from Online Marketing Summit 2010
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 54/56
Q&A(PRIZE TIME!)
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 55/56
Grand Prize Twitter Contest
The 3rd person to tweet the following wins some great digital marketing
reads:
I learned a ton from @MikeCorak of @ethologycom at #MTS2011 ± lasers
rule, and I might even win the grand prize!
8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium
http://slidepdf.com/reader/full/mts2011-digital-marketing-tips-and-tools-ethology-mountain-travel-symposium 56/56
THANK YOU! Mike Corak VP of Strategy
602.840.4343
@mikecorak
www.linkedin.com/in/mikecorak
Find This Presentation On SlideShare
www.slideshare.net/mcorak
Also see ³ Social Media for Hospitality´
Top Related