bowling green internet marketing class lecture

IT and MarketingBill BalderazFounder and Chief Optimism OfficerWebbed Marketing

Online Marketing• Digital marketing will account for 24% of overall marketing

spend this year• 28% of firms are shifting at least some of their overall

marketing budgets from traditional to digital channels• 42% say they are planning to keep this budget the same as it

was in 2009. Only 13% say they are planning to decrease overall marketing budget

• 64% plan to increase budgets for search engine optimization• 51% plan to increase budgets for paid search marketing• 70% are planning to increase their budgets for off-site social

media such as Facebook and Twitter

Traditional and Broadcast Advertising

• This year, just 17% say they are increasing their print media budgets, compared to 41% who are decreasing spending

• In the first half of 2009, the average marketing budget was cut 15% (IDC) aditional media (Marketing Profs)

Agenda

• What is integrated marketing?

• Approaches to measuring online marketing

• Online marketing case studies

• Summary

Webbed Marketing

• Using the Internet to grow organizations• Provide goal-oriented online marketing, advertising and public

relations• 65+ clients across the US and Europe• Based in Columbus,OH

Integrated Marketing

What is Integrated Marketing

• Start with the Goal• Define your Customer• Develop your Message• Let Customer and Message drive your Channel and Creative

Brand Focused vs Social Media Focused

Brand Focused VS Social Media Focused

Brands telling their story Joining a conversation

Carefully defined and controlled Consumers defining your brand

Being perfect Being genuine

Brand Focused vs. Social Media Focused

“Yes, it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.”

The Preacher vs. The Cab Driver

Assumption #1: Yes, This Matters in B2B

Source: Forrester Research

Assumption #2: Yes, This Matters in the Consumer Space

Source: BrandWeek

Measuring Online Marketing Campaigns

Clear Goals

Can’t measure “more buzz”

Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%

Take baseline metrics before campaign starts

• SEO metrics, social media metrics

Break metrics down into quantifiable goals

• Mentions in blogs, social networks, links to the site…

You can quantify metrics

The Webbed Marketing Scorecard

The Webbed Marketing Scorecard

Tracks “micro goals” that funnel into strategic goals

In bound links, blog mentions, presence on social networks, traffic numbers, Web mentions and other measurable metrics funnel into strategic goals

Provide real evidence of measurable improvement

Provide direction on where to focus efforts

Spiderfly

Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media?

Internet Marketing Team: How do I diagnose key social media and search metrics for my Web site and my competitors’ sites?

Public Relations: What is my real-time blogger buzz, and how does that benchmark against my historical performance and competitors?

CEO: Just give me one number!

Just Give Me A Number

Just Give Me A Number (OK, now I need more details)

Case Studies Measuring ROI

Case Study #1 - Moochie & Co.

• A specialty Web and mall pet gift and accessories retailer

• Highly-targeted market, highly-competitive industry, limited advertising budget

• Consumers and influencers are heavy Web users

Case Study #1 - Moochie & Co.

• Press releases timed with high search volume, high media attention topics• “I Love My Mommy” t-shirt near Mother’s Day

• “Take Your Dog to Work” campaign

• “I Have Two Daddies” campaign

• “MySpace for Cats & Dogs”

• Highly-targeted market, highly=competitive industry, limited advertising budget

Case Study #1 - Moochie & Co.

Case Study #1 - Moochie & Co.

Case Study #2 - Shizuka New York

• Located in Midtown Manhattan

• Cosmetology & skin care with “Eastern Holistic Knowledge”

• Featured in international media including Marie Claire, Shape, Vogue and Harpers Bazaar

Case Study #2 - Shizuka New York

• Following Word of Mouth program:• Mention on Jay Leno• Mention on CNN• Home page of CNN.com• E! “The Soup”• The Hollywood Reporter

Case Study #2 - With a Compelling Hook

• Highlighting “Bird Poop Facials”

Case Study #2 - Setting Goals

• Branding and awareness

• Increased site traffic

• New clients

Case Study #2 - SEO Press Release

Case Study #2 - Blogger Outreach

Case Study #2 - Video

The YouTube Geisha Facial video – 20,000+ views

Case Study #3 – Romantic Makeover

Case Study #3 – Romantic Makeover

Case Study #3 – Press Release• #1 on Google News for “Hocking Hills”• #1 on Google News for “outdoors getaway”• #1 on Google News for “vacation contest”• #1 on Google News for “worst gift ever”• #2 on Google News for “makeover”• #5 on Google News for “outdoor vacation”

Case Study #3 – Online Promotion• Contest on Facebook page to promote contest and host entries

and votes• 887 fans• 151 Total wall posts• 139 Contest submissions• 559 Total likes/votes• 4,242 Total pageviews

Case Study #4 – National Council (non-profit)

• A national organization representing mental and behavioral health

• Goals around media coverage, awareness and membership recruitment and retention

• Partnering with internal team and other partners

Case Study #4 – Media Relations/Awareness

• Let traditional media drive online efforts

Case Study #4 – Media Relations/Awareness

• The campaign generated a large volume of traffic looking for sources

• A media alert was drafted and posted on The National Council Web site, and sent to traditional media

Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search

Case Study #4 – Online Programs Drive Traditional Media Coverage• When The National Council built a presence on SecondLife, we

pitched it to bloggers• Posted to online newswires• Communicated via social networks• All while the public relations group pitched to traditional media

Case Study #4 – Widespread Media Coverage

Summary

• Focus on the goal first• Define the end consumer, think beyond the buyer• Determine a compelling message• Don’t pre-determine channel and creative• Measure, measure, measure

Be The Cab Driver!

Take Aways

Listening is more important than talking

Don’t think about numbers for the sake of numbers, correlate numbers to business objectives

Influence the influencers

Join the conversation; remember it’s a dialogue, not a monologue!

Bill BalderazWebbed Marketingwww.webbedmarketing.com@bbalderaz