Digital Marketing

19 October 2011Gabrielle K. Gabrielli, Ph.D.

Learning Objectives

By the end of this session, participants will be able to:

• Leverage the power of social networking.• Use effective free tools to improve search

engine rankings.• Describe how to get the greatest return on

investment with digital marketing.• Apply what was learned to your own

situations, regardless of constraints ofresources.

Consumer Trends• Technology-focused

– Web 2.0 moving to 3.0– Social networking– Search-engine driven

• Green• Information-driven, changing frequently• Throwback

– It is all about relationships.– People want a voice, not a hard sell.– Consumers are tired of technology barriers.

Facebook Changes

Recent Developments:Facebook Surpasses Google

* Source: ComScore, Dec. 2010

7 Online Marketing Trends - 2011

1. Social media marketing goes mainstream.2. Mobile hits its stride.3. Content marketing expands in new

venues.4. Marketing goes real-time, not just

watching issues for PR and potential fires.

* Source: ClickZ, Jan. 2011

Social Media Marketing - SMM

• Use of social networks, online communities,blogs, wikis, or any other onlinecollaborative media for marketing, sales,public relations and customer service

• Includes writing content that is remarkable,unique, and newsworthy. This content canthen be marketed by popularizing it or bycreating a “viral” video on YouTube andother video sites.

Recent Research - Q3 2011

• 53% of social media users follow a brand.• 60% create reviews.• 37% of mobile phone users access social

media from phones; social networking is 2nd

most valued feature to GPS.• People aged 18-34 are majority, 62% female.• African Americans more highly represented

on Twitter than other social networks.

Nielsen’s Q3 2011 Social Media Report

Social Media Spending

eMarketer.com, retrieved 14 Oct. 2011

Top 10 Websites

* Source: Experian Hitwise, Oct. 2011

Top 10 Social Networking Websites

* Source: Experian Hitwise, Oct. 2011

Social Media Revolution

• http://www.youtube.com/watch?v=3SuNx0UrnEo 2011 version

* Source: The Nielsen Company, Jan.2011

Beyond Mobile

* Source: eMarketer, Dec. 2010

7 Online Marketing Trends - 2011

5. Online retail continues to take marketshare from other channels.

6. Integrated marketing comes of age.7. Metrics move into the spotlight for social

media.

* Source: ClickZ, Jan. 2011

Google

• Up to 70% of web traffic goes to top 3results.

• Paid clicks usually cost $7-8 per click.• Free results are more credible than paid.

The Value of Organic

• 80% use search engines to find productsand services they want to buy.

• 85% of searchers ignore paid listings.• 63% of top organic listings get click-

thrus.• Organic search results convert 30%

higher than PPC.• Pay-per-click (PPC) costs up 37% from

last year to this year Q1.

Recent Developments

• Google released research in April 2011that showed mobile ads caused action!

ROI of Mobile Ads

• 82% noticed the ad• 42% clicked on the ad• 27% contacted the business• 35% went to a related website• 49% made a purchase

Call to Action

• It is important to have a call to action on allof your marketing from your website toemail campaigns to social networking

• A call to action encourages people to dosomething, to click further, to ultimatelybuy something or act in a way thatbenefits your company

Increase Likes on Facebook

• First, fully prepare your page for visitors– Photo, custom username, great content

• Add like box widget to your website (orbetter yet, add a simple logo and link)

• Add logo and link on email campaigns• Select relevant friends to invite to your

page

Increase Likes on Facebook

• Add photos• Tag added photos• Add compelling or humorous video• Consider adding app tabs like live

streaming video to your fan page• Design a contest• Tag fans and events• Provide a call to action

Example of Tagging

A Recent Facebook Posting

• Notice the high levels of feedback.

Facebook Campaigns

• http://www.facebook.com/advertising– You can target all aspects of marketing-

geographic, demographic, psychographic

SEO

• Search Engine Optimization

In the News....

• Google revised its algorithm in March.• Sites perceived as “content farms” were

most affected including Yahoo’sAssociated Content and sites withWordPress blog plug-ins

Also in the News....

• In March, the number of users ofFacebook exceeded half the worldpopulation over age 12!

Pagerank• Represents how important page is on the WebGoogle's Score = (Kw Usage Score * 0.3) + (Domain * 0.25) +

(PR Score * 0.25) + (Inbound Link Score * 0.25) + (UserData * 0.1) + (Content Quality Score * 0.1) + (ManualBoosts) - (Automated & Manual Penalties)

PageRank = 0.15 + 0.85 * (a "share" of the PageRank of every page that links to it)

Search Ranking Factors Survey 2011

http://www.stateofsearch.com Retrieved 18 Oct. 2011

Metadata

• Page Title• Description• Keywords• ALT Tags• H1

Metadata Description

• Character Limit- Typically 200-250• When limit is exceeded, some search

engines may bump you

Metadata Description Examples

• The Florida Osteopathic Medical Associationrepresents osteopathic physicians in Florida

• The mission of the Florida Dental Associationis to improve the oral health of Floridaresidents, promote ethical practice standardsand direct the evolution of the practiceenvironment through continuous educationand advocacy for the profession and thepublic. (262)

• meta name="keywords" content=""

Metadata Title

• Character Limits- Google 160, Yahoo 165,MSN 200

• When limit is exceeded, some searchengines may bump you

• Default page name in some software is“Home” - be sure to change it

• Unique title is needed for each page (note:TSAE page titles are all the same)

Metadata Title ExamplesBAD:

• Home• Events and Training Calendar• Media• Members Only Section• http://www.floridaleagueofcities.com/Advocacy.aspx• About FDA

Better:

• Workforce Florida - Priorities & Initiatives• Meet the Marketing Mud Team

Metadata Keywords

• Character Limits- No real limits on mostsearch engines but figure first 20 words asmost important

• No real consequence when limit isexceeded

• Doesn’t carry as much weight as it oncedid with SEO, but still important

Keywords

• Don’t use capitalization.• Don’t use plurals.• Put most important search terms at the top

of the list.• For local organizations, regionalize search

terms.• Add unique descriptors.

Metadata Keywords BAD Example

• “hotel near the crown center plaza, kansascity hotels, missouri hotels, meeting hotelin kansas city, wedding hotel in kansascity, hotel near hallmark crown center,shopping hotel kansas city"

Which hotel do you think this is?

Metadata Keywords Examples

• florida, dental care, florida dental profession,oral health care, dental education

• osteopathic medicine,osteopathicphysicians,osteopathic manipulativetherapy,Florida,FOMADO NOT use words like Florida, retail, sale, etc.

unless they are combined in phrases

ALT Tags

• Help drive traffic to website and ensureSection 508 accessibility

Good example:• <img src="images/fesmasthead.jpg"

alt="Back to Florida Engineering SocietyHome Page”>

Change in Facebook Users 2010-11

* Source: iStrategyLabs.com, Jan. 2011

Distribution in U.S. on Facebook

http://checkfacebook.com, retrieved 18 Oct. 2011

Content of Tweets

PearAnalytics,2010

Twitter Followers

RJMetrics, 2010

Tip 1: Improve OnlinePresence

• https://www.facebook.com/pages/American-Lung-Association-in-Florida-Tallahassee/109222612452415 should be

• http://www.facebook.com/ALATallahassee

Go to http://facebook.com/username to createa custom username.

My Facebook Business Pagehttp://www.facebook.com/GabrielleConsulting

My LinkedIn Profile

Example of Facebook Call to Action

Tip 2: Increase Engagement

KPIs - Key Performance Indicators• Time spent on site• Pages per visit• Return frequency to site• Page view• Visitors per referrer• Bounce rate

Bounce Rate Metric

• “Stickiness” of a website• High number = lack of appeal or relevance

from landing page

Ways to Improve Bounce Rate

• Know your audience.• Create more appealing web content.• Keep text to a minimum (but do not make

your site graphics only).• Include a call to action.• Show them how you help meet needs.• Track metrics and adjust accordingly.

I’ve attracted visitors, now what?• Website must:

– Be well designed– Provide appealing headline, image– Attract clicks– Drive traffic– Include a call to action that leads to

engagement

Tip 3: Cross-Promote

• Connect all of your web presence sites toone another.– Social networking– Blogs– Website

• Connect with others through reciprocallinks.

Tip 4: Save Time by Cross-Linking• Facebook to Twitter link:• http://www.facebook.com/twitter

Tip 4: Save Time by Cross-Linking• WordPress to Facebook link:• http://wordpress.org/extend/plugins/shar

e-on-facebook• LinkedIn and Twitter are easily linked to

each other through a checkbox

The Value of LinkedIn

• Complete your personal profile to 100%.• Network with many prospective contacts.• Join industry groups and participate.• Excellent ROI.

Add a company profile:http://www.linkedin.com/company/add/show

The Value of Great Content

...when a video goes viral on YouTube• Connect with audience

– Know who you want to reach– Create a relationship with them– Actively build audience base

• Add meaningful metadata

Tip 5: Create Email Campaigns

• Personalize when possible.• Make content visually appealing.• Keep text to a minimum.• Provide discounts or incentives to click.• Keep frequency to less than once per 1-

2 weeks.

Email Rules of Thumb

• Customize for the individual and the group.• Have powerful subject line & call to action.• Reinforce your brand.• Provide unsubscribe with comments for

people to tell you why they are leaving.• Make adjustments as needed.

Blogs

• Blogs can be a great way to drive traffic toyour site– Update at least once every 2 weeks– Have “search engine friendly” titles

Blogs

• Doesn’t cost anything but time– http://wordpress.com– https://www.blogger.com– http://technorati.com/pop/blogs Top 100 sites,

great for ideas

Tip 6: Take Advantage of Free Tools

• https://adwords.google.com/select/KeywordToolExternal - SEO Tools includingbounce rate (<50% for starters, the lowerthe better)

• http://www.submitexpress.com/analyzer -tools to check metadata, URLs, page loadtime, and more

Add Google Analytics Tracking Code<script type="text/javascript”> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-20858369-2']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type =

'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl'

: 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0];

s.parentNode.insertBefore(ga, s); })();</script>

Generate Sitemaps

• HTML sitemaps– Page that shows every page on your site– Pages you don’t want indexed should have

code added– Link to sitemap should be on all pages

• XML sitemaps– Much more important to search engines– http://xml-sitemaps.com

Free Google Tools

• Google Analyticshttp://google.com/analytics• Webmaster Tools• AdWords• Google Plus

Keyword Discovery

• http://keywordeye.co.uk (this is a greatproduct when it is working…it had issuesthis morning loading).

XML Sitemap Keyword Tool

• http://www.xml-sitemaps.com/keyword-density-tool.html

• Keyword density = frequency of keywordson your website

• 2-5% density is considered optimal• Above 7% may require tweaking...but

many that are more dense perform great

Metamend Keyword Density Analyzer

• http://www.metamend.com/seo-tools/keyword-density-analyzer.html

• Prominence = relationship to metadataand other HTML markers

• T=Title, D=Description, K=Keywords,H=Heading, L=Linktext, B=Bold, I=Italic,A=Alt, C=Content

Blekko

• Search engine that has SEO built inthrough slash tags

• Use /seo after any URL to analyzeinbound links, hostrank, cross links, andallows you to compare you and acompetitor

• http://blekko.com

TouchGraph

• http://touchgraph.com/google• Shows interrelationships of dominant sites

and keywords

Solo SEO

• http://soloseo.com/tools/linkSearch.html• Helps with cross-promotion and URL

submit

SMM: Social Mention

• http://socialmention.com• Conducts social media search and

analyzes mentions and keywords

SMM: Blog Pulse

• http://blogpulse.com• Helps monitor blogs and trends for blog

postings and searches

SMM: Backtype

• http://backtype.com• Check your social media impact• Compare with competitors

Check for Accessibility

http://contentquality.com - Check ADAand ALT Tags to ensure accessibility

Check Out Your Competition

• http://keywordspy.com - enter URL in topwindow, check out any website’s keywordsand more

Free Website Monitoring

• http://internetseer.com - ensure uptime

Free Website Speed Test

• http://www.websiteoptimization.com/services/analyze - free website optimization tool

Steve Jobs’ 10 Golden Lessons

1. Innovation distinguishes between a leader and a follower.2. Be a yardstick of quality. Some people aren’t used to an

environment where excellence is expected.3. The only way to do great work is to love what you do. If

you haven’t found it yet, keep looking. Don’t settle. As withall matters of the heart, you’ll know when you find it.

4. You know, we don’t grow most of the food we eat. Wewear clothes other people make. We speak a languagethat other people developed. We use a mathematics thatother people evolved… I mean, we’re constantly takingthings. It’s a wonderful, ecstatic feeling to createsomething that puts it back in the pool of humanexperience and knowledge.

Steve Jobs’ 10 Golden Lessons

5. There’s a phrase in Buddhism, “Beginner’s mind.” It’swonderful to have a beginner’s mind.

6. We think basically you watch television to turn your brainoff, and you work on your computer when you want toturn your brain on.

7. I’m the only person I know that’s lost a quarter of a billiondollars in one year…. It’s very character-building.

8. I would trade all of my technology for an afternoon withSocrates.

9. We’re here to put a dent in the universe. Otherwise whyelse even be here?

Steve Jobs’ 10 Golden Lessons

10. Your time is limited, so don’t waste it living someoneelse’s life. Don’t be trapped by dogma – which is livingwith the results of other people’s thinking. Don’t let thenoise of other’s opinions drown out your own inner voice.And most important, have the courage to follow yourheart and intuition. They somehow already know whatyou truly want to become. Everything else is secondary.

Conclusions and Thanks• Entire presentation available at

http://gabrielleconsulting.com/tsae2011• gabrielle@gabrielleconsulting.com