virtual academy-intermediate-gitapramestyani 07
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Gita Pramestyani
@pramestyani
/pramestyani
pramestyani.wordpress.com
Integrated Media
Component Strategy
DIGITAL MARKETING
Search Enginemedia to attrack customer from organic search
Social media(Twitter, Facebook, LinkedIn, Youtube, Blog)media to spread content and do engagement
Online communitymedia to create word of mouth and do engagement
Adsways to do promotion, could be on search engine, social media,etc.
Digital Integrated Strategy
WebsiteSearch Engine
Social media(Twitter, Facebook, LinkedIn, Youtube, Blog)
Online community
Another website, portal
Ads
What is a Website
Why must have a website
When
Who
Target Audience
Owner
Where to host a website
How
• Research
• Development
• Maintenance
• Measurement
Research
Digital Presences in
- Search engine
- Social media
Tools
• Google Insight
• Google Trends
• Google Keywords
Development
• Structure/ Information Architecture
• Wireframe
• Design/ UX – user experience
• Content
Maintenance
• Content strategy
• SEO
• SMO
Measurement
For Improvement
Tools
• Google Analytics
• Google Webmaster
Online Marketing Ecosystem
Online Brand Building
ContinuousProcess
Attract
Measure
MeasureWeb Analytics
Engage
Convenience
Content
Attracting customer is only the first step in building online brands.
Brand then need to engange customers to obtain their interest and participation
Conversion :
First time visitor
Regular Visitor
Browser(visitor)
Buyer
Learn
• Learn about customers (demographic, behaviour,etc)
• Learn from result of measurement customer data/insight
Relate
By leveraging multidimensional data gathered from visitor activity on website, brand can create value by
providing a personalised online experience
This way can create a customer base that would spend more time and money at
website.
Customization and good Customer Care help to switch barries and encourage customer to return and repeat cycle
Digital Marketing Model
Define business goals & target
audiences
Define/ refine internet marketing
strategy
Implement
Trough website, SMO, Ads, SEO
Measureexisting Internet
presence and programs or Result
Digital Marketing Model -Example-
• Awareness
• SalesBusiness Goal :
• Teenager
• Career women /men / SES A/ SES B/ SES C
• Kids
Target Market/audience :
• Targets aware with brand, 1000 visitor/day
• Online selling up to 40items/dayKPI
• Mapping target audience community
• Build product/ corporate/community/e-commerce site
Strategy & Implementation
• Number of visit, number of product selling, returning visitor, survey for brand awarenessMeasure
RESEARCH
Google Insight
Google Trends
Google Keywords
Google Keywords
Google Keywords
DEVELOPMENT
Who’s our Target Audience?
Objective
Structure/ Information Architecture
SiteMap
Wireframe
Wireframe
De
sign/ U
X-U
ser Exp
erie
nce
Content
MEASUREMENT
What is Web Analytics?
Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.
On server
Third Party
www.google.com/analytics
Google Analytics advantages
• Free
• Sufficiant possibilities for most companies
• Easy to implement
• Easy to use
• Easy to understand
1. Google Analytics Dashboard
• Add / remove elements
• Personalized• In any an important data for you,
just “Add to Dashboard”
2. Comparing Date Range
3. Deep Geographic Data
4. Email Report
• XML
• CSV
• TSV
• Send now
• Schedule
5. Navigation Summary
6. Site Overlay
7. Bounce Rate
8. Keyword Source
9. Referring Sites
10. Browser Capabilities
11. Connection Speed
12. Visitor Loyalty
13. Top Content
14. Top Exit Pages
15. Network Location
16. Seluler
Google Webmaster
Online Lead Generation
Build Lead Generation
Generate Leads
Engage current customers to increase statisfaction and loyalty
Drive word of mouth about existing products and services
Build relationships with influencers/ advocates
Listen for insight from conversation
Customer digital activity Generate Lead
• Objective– Grab customer data for CRM (Customer Relationship
Management)
• Target audience– Customer in social media
• KPI– 1000 data in a month
• Strategy (alternative 1)– Buzz information through social media– Bring customer to targeted landing page
• Measure– Convert lead into real customer
Lead convert to Sales
Generate more Lead
Attract Visitor
Building Landing Page
Visitor Landing PageCustomer get
what they needConversion
Social Proof
Social Spread
• Mention @company/brand
• Offering copywriting
• Link to landing page
“Bunda, ingin mendapatkan paket produk dari @prominaID? Ayo bergabung dengan Bunda2 lainnya http://t.co/idogk”
Landing page
Landing page
Say Thank You
Social Media Sharing
SOYJOY Remind Me | I just make personal reminder in the future!
Post to social media
Auto Response Email
Social Media Optimization
SMO for website
Let people know
Spread marketing
and visibility
Search Engine
Ranking
Traffic
Conversion Ratio
Engage the visitors
Let people know
Official Twitter Account(Brand online presence)
Spread marketing and visibility
Using influencer
Link building
Spread conversation, more visibility
Search Engine Ranking
First rank for Facebook Fan page (brand online
presence )
First pages in Google Search result for website
Traffic
Twitter's link shortening service
Conversion Ratio
Example : Buzzer effectiveness
Conversion Ratio
Conversion Ratio
Conversion RatioIn Google Analytics – Goal feature –
Conversion Ratio
Step page
Convertion Ratio-Example-
Result
Convertion Ratio-Example-
• Menganalisa hasil pencatatan google analytics untuk goal conversion
8.54% = 77 x 100% = jumlah goal yang tercapai hari itu
902 jumlah seluruh kunjungan di hari itu
0.38% = 77 x 100% = jumlah seluruh goal yang tercapai
20.361 jumlah seluruh kunjungan
Convertion Ratio-Example- Reverse Goal Path
Mengetahui behavior visitor ketika berinteraksi diwebsite
Convertion Ratio-Example- Funnel Visualisation
User experience insight
Convertion RatioGoal - conditions for use-
• Visitor buys an item from your website.• Visitor clicks on an affiliate link to a product
on another site.• Visitor subscribes to your newsletter
(subscription link).• Visitor downloads a free report from your
site.• Visitor clicks on a link to your social profiles.
Engage the Visitors
Engage the Visitors
Engage the Visitors
Engage the Visitors
Customer/ visitor insight, data to learn how to engage more
Engage the Visitors
Contain backlink to website
Engage the Visitors
Website Traffic
SMO Activities-Learn-
• After knowing the result of SMO activities, next step is learning, what we had do, and what to do next.
• After SMO activities, we create number number of fans & visitor customer base
• With customer base, create strategy to impact our business do action
Search Engine Optimization Plan
SEO Plan
Target Keywords
Submit Webpages
Report Rankings
AnalyzeConversions
Optimize Websites
Target Keyword
Target Keyword
Submit Webpages
Report Ranking
Report Ranking
Website berada di posisi pertama di tengah 26.400.000 hasil pencarian, tingkat persaingan cukup tinggi
Analyze Conversion
Konten dapat di optimalkan lagi, karena dari 1300 impression, baru menghasilkan 400 klik
Optimize Website• Engagement and user experience
quality, by :– Increase Amount of time spent
on the website– Decrease Bounce rate– Increase Number of web pages
per visit (pageviews)– Enrich content– Good usability
• Link building in another website or social media
• Follow W3C standard for scripting
Google Panda (new) Algorithm
SEO Activites-Learn-
Good SEO result impact for business
• Good landing page can create purchase intent or even (online) sales
Visibility Clickability Open
targeted landing page
Visibility :
not more than 3rd search page
Clickability :
relevant copywriting, match with user needs
Open landing page :
convert visitor to buyer
Measuring/ insight
AdvertisingSocial Media
Website
Study case
Paid
Owned
Facebook Application Insight
Facebook Application Insight
Facebook Insight for Website
http://www.facebook.com/insights/
Facebook Insight for Website
Facebook Insight for Website
Google Analytics -Embedded Code for integrated with social media page-
Google Analytics Report
Google Analytics Report
Google Analytics Report
Measure & track, how effective social media generate traffic to website
Google Analytics - Social Media Segment-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|t.co-
Google Analytics - Social Media Segment-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|t.co-
Google Analytics - Social Media Segment-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|t.co-
*GA old version
Google Analytics - Social Media Segment-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|t.co-
Google Analytics - Segment
Google Analytics Filter
Google Analytics – create filter
Google Analytics – create filter
Google Analytics – Filter Result
GA – Segment vs FilterAdvanced Segments Profile Filters
Modify a report view at the visit level.
Modify incoming data at the pageview level to create separate profiles (reports).
Applied to current and historical data.
Applied only to new data from the time the filter is created.
Instantaneous results—once they’re created, you can view segmented data in your reports immediately.
Aimed at longer-term usage where once set, the segment is unlikely to change.
Allow the use of conditional values on metrics, for example, greater than, less than.
Only text string matches can be included—no numerical conditionals are available.
Set up by report users, making them safe—no data can be lost.
Set up by administrators, because data can be permanently deleted.
Use profile
filters to remove
“noise” segments from your reports .
Use profile filterswhen you wish to
control the level of access, such as providing paid
search data to an external agency.
GA – Segment vs Filter
use advanced
segments when
you are drilling down to understand visitor behaviour, for example, comparing the performance of a social network versus search engine visitors
Advanced Segments Profile Filters
Test facility available. Take 3–4 hours for data to populate reports.
Combine statements to meet multiple conditions.
Use cascading filters for combination effect.
Set on a per-user basis—segments can be shared with other report users, but cannot be used to hide data.
Set on a per-profile basis, therefore access to segmented data can be controlled separately form other data.
Regular expression statements are not limited, though the total combined for a segment with multiple statements must not exceed 30,000 characters.
Regular expression statement limited to 255 characters.
Google Analytics-[New feature] Social-
Google Analytics-[New feature] Social-
Google Analytics-Social plugin-
Google Analytics-[New feature] Social-embedded code
Google Analytics-[New feature] Social-embedded code
Tips for Building Landing Page
• Clear title, description, and layout• Removing all distractions from landing page• Display social sharing button• Design forms in order to capture information from visitor• Structure forms not too long• Direct form submission to Thank You page• Track to conversion
Final words
• Website is a long term investment
• Always do improvement by measuring
• Content strategy and convenience (good information architecture) is a key for long-term engangement
• Good SEO
• Social media engagement
byGita Pramesyani
31 Mei 2012
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