MARKETING ONLINE

Tools & Strategies to Grow Top-Line Revenue

Mountain Travel Symposium Thursday, April 7th

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

Mike Corak
VP of Strategy, ethology @mikecorak
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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 its clients forward towards digital success.

the ethosystem

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ethology: Client Sampling

LASER FINE PRINT

Medical Release

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
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WARM UP

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DIGITAL MARKETING STATE OF THE NATION

We employ a full suite of digital marketing tactics (website, search, social, email«)

YES

NO
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³Yep, we¶re already doing that´

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When a new tactic becomes buzz worthy (social, mobile, etc), we want to immediately employ it!

YES

NO
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Which Tactic Produces the Best ROI?

Social Media

Search

Display Advertising

Email

Affiliate Marketing

Mobile

Per the DMA, It¶s Email Followed By Search

Email

Search

2x the return of search

Leading the rest of the pack

Source: Direct Marketing Association (DMA) The Power of Direct Marketing 2010

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I have an integrated digital marketing plan that aligns budget with ROI «

YES

NO
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I am a publisher

YES

NO
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Why Yes You Are (We All Are): Random Content Publishing Statistics
‡3 trillion web pages indexed by Google (+50 Billion unique) ‡ 90 trillion emails sent annually ‡ 3.5 billion conversations occurring daily ‡ 4 billion images on Flickr ‡ 2.5 billion images uploaded to Facebook each month ‡ And on and on and on

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Authoritative and Relevant Content Growing More Important by the Minute

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The Most Common Digital Marketing Opportunities for ethology Clients
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 Improve Relevance and Success Content Marketing: Moving from Advertiser to Authority Digital Marketing Strategy and Planning: Creating a Measurable Plan Built for Success
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DIGITAL MARKETING HEALTH

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 supports consumer intent.

Content

Search

Social

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

Search

Social Media

Content

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

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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

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Step 2: Content and Authority
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

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Step 3: Social Media Reach/Engagement
Compare reach and engagement in the marketplace on the major networks Data Sources: ‡Facebook and twitter (elbow grease)

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Email Assessment
Assess ROI, deliverability, creative rendering, and overall segmentation and execution plan
Acquisition

Data Sources: ‡Litmus ‡ ExactTarget
Conversion

Reactivation

Retention

Growth

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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 (see aforementioned SEO tools) Competitive Traffic Assessment ± Compete.com, Hitwise Demographic Assessment - Quantcast Social Media Engagement ± What messaging and activities create the most buzz and drive the most 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?

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As for those shiny new objects«
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

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LASER BREAK!

I¶d like to take a 10 second break for a FUN Laser-Related activity before moving on«

YES

NO
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Laser Tattoo Removal

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LISTENING

I listen to what my customers want online

YES

NO
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Build Relevance by Understanding Consumer Vernacular

2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE! 2010: 2x

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Understand Content Demand in Relation to Your Business
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?
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Understand Content Demand in Relation to Your Business
Take topical interest related to your business and listen to consumer conversations for: Points of interest Types of popular content Location of conversations Identify influencers

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CONTENT MARKETING

How many journalists/copywriters do you have on staff?

Yeah Right

1

+2

Content Planning Process and Insights
Research Topical Areas of Interest Available for Brand Connection Your ³One 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

Content

Search

Social

Social Content Distribution
Offsite Content
Video: Keyword & Geo-targeted Images: Keyword &Geo-targeted Podcast: Downloadable Audio PPT Presentations: Slide Sharing E-book: PDF of Whitepapers Articles: Content Syndication Press Releases & Newsletters Infographics: Industry Charts Research Reports &Surveys Widgets:Links Embedded Blog Posts: Links Embedded
Industry Related Sites Social Bookmarks Social Network Profiles

Online Articles

Videos

Your Brand
Blog Posts Images

Press Releases Content Syndication

Podcasts

Ongoing Listening, Reporting and Guidance

Radian6
‡ ‡ ‡ ‡ ‡ ‡ Brand Monitoring Reputation Management Topical Trends Content Types Outpost Identification Influencer Identification

Main ategories by Social Mentions
40,000 35,000 30,000 25,000 20,000

Social Outpost Reporting
‡ Followers ‡ Engagement

15,000
10,000 5,000 0 Environmental Technology Services Information Employment Markets

Google Analytics & Offline
‡ Site Traffic and Usage ‡ Inbound Calls/Contracts

DIGITAL MARKETING STRATEGY AND PLAN

How¶s your plan looking now?

GREAT, THANKS FOR WASTING MY TIME

WE VE GOT SOME WORK TO DO
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Strategy and Plan Development Process
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 channels Create a tactical plan across channels (attraction, engagement, conversion, retention)
Search & Social Data Mining, Audience Research and Segmentation

Competitive Research

Internet Strateg y

Current State Audits

Full Communication & Engagement Plan

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Other Planning Tips ±Audience Behavior
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

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Other Planning Tips ± Usage Trends
Especially for new technologies and opportunities, always spend time understanding what common consumer behavior looks like. Example, when building a mobile presence, make sure information gathering is the top priority, booking second (Again, you probably don¶t need and app, make a mobile friendly version of your site first)

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Other Planning Tips ± Budgeting
Budgets have yet to follow consumer time spent with various media Align budgets with time allocations, and then prioritize for return

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Other Planning Tips ± Local Marketing

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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-ins

http://www.slideshare.net/jeremiah_owyang/keynote-social-business-forecast-2011-the-year-of-integration

Pro-Tip: Utilize Remarketing to Relevantly Extend the Conversation Beyond the Social Network (Display, Paid Search, Email)

Drive Users to Your Conversion Points
Acknowledge the Social Network and Conversation of Origin

Cookie the User and/or Tag the Conversion

Remarket and Engage Ongoing Based on the Originating Conversation

Relevance Case Study from Online Marketing Summit 2010
Search and Social Interest Locations ± GC, Sedona, cities Activities ± outdoor Images Website Social Banners

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Q&A (PRIZE TIME!)

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!

THANK YOU!
Mike Corak
VP of Strategy Mike.Corak@ethology.com 602.840.4343 @mikecorak www.linkedin.com/in/mikecorak

Find This Presentation On SlideShare
www.slideshare.net/mcorak Also see ³Social Media for Hospitality´

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