digital download - tcc - graduate preso - 23rd jan 2014

DIGITAL DOWNLOAD Thursday, 23rd January 2014

BEFORE WE START….

•  Who was the most popular person searched for in 2013? •  Paul Walker (Cory Monteith > Mandela)

•  What % penetration does Facebook have in Australia? •  55% - 62%

•  Of the 7 billion people on the planet, how many own a mobile? •  5.1 billion (apparently only 4.6 billion own a toothbrush!)

•  How long do Australians stay on LinkedIn for? •  7mins & 4seconds

WHAT’S TODAY ABOUT?

1. Digital

marketing 101

2. Search

(SEO & SEM)

3. FREE tools to

help you

We have

1.5hrs – so

please ask

questions!

1. DIGITAL MARKETING 101 THINGS YOU NEED TO KNOW!

KEY AREAS OF DIGITAL TO KNOW

DIGITAL

Search (SEM & SEO)

Social

eCRM

Websites eCommerce

Content (video)

Mobile

WHEN TO USE WHAT DIGITAL MEDIUM?

Digital medium Purpose Resource Cost (third-party) Low Moderate High Low Moderate High

SEM (paid) Generate awareness & quick leads

þ þ

SEO (natural) Build reputation & generate leads

þ þ

Social Build relationships & generate leads

þ þ

eCRM Build relationships & up-sell/ cross-sell

þ þ

Websites Build reputation & generate leads

þ þ

eCommerce Generate revenue þ þ Content (video) Educate, build reputation &

generate leads þ þ

Mobile Build reputation & generate leads

þ þ

Online advertising Generate awareness þ þ

DIGITAL CHANNEL PROLIFERATION

ORGANISING THE DIGITAL LANDSCAPE

INTEGRATING MEDIA

KEY ELEMENTS TO KNOW

SEO / NATURAL SEARCH

SEM / PPC

MOBILE

LANDING PAGES VIDEO CONTENT

HOLY TRINITY OF THE WEB

Search

Social Mobile

DIGITAL ISLANDS – BUILDING BRIDGES

BIGGEST

PROBLEM –

Build it &

they will

come.

HOW?

SOCIAL MEDIA More than just pushing content

WHAT IS SOCIAL MARKETING?

Basic social

Social CRM (dialogue)

PR (push)

Value (exclusive)

= + +

HOW MANY AUSTRALIAN’S ARE ON FACEBOOK?

Source: http://checkfacebook.com/, viewed 23rd January 2014

Just over

50% are

between 18 –

34yrs!

WHY WOULD I BE FRIENDS WITH YOU?

Source: Chart of the Day, www.businessinsider.com, 20 December 2011, viewed 16 January 2012.

Consumers

are also more

likely to

engage with a

brand if their

friend has.

WHAT ARE SOCIAL LOGINS?

•  Through the use of social login functionality, such as Facebook connect, APIs can be utilised to drive engagement without the requirement of an actual Facebook (or other social network) page.

Great for

understanding

more about

audience &

targeting them

with content.

HOW DO SOCIAL LOGINS WORK?

Profiles are

automatically

created by

pulling through

the available

information via

APIs

WHAT IS THE PREFERRED SOCIAL LOGIN?

Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/

WHAT IS THE IMPACT OF SOCIAL LOGIN?

Source: http://janrain.com/blog/social-login-and-social-sharing-trends-across-web/

Increased

engagement

when I connect

through social

CONSUMERS ACTUALLY PREFER TO LOGIN SOCIALLY

Source: Abel, P., Goings, K. (2012). Consumer perceptions of online registration & social login, US consumer research, 2011.

If people want

it, how can we

use it?

MOBILE Applications, websites & communications

DIGITAL QUIZ

•  What are most people searching on their mobiles? •  Location based activities

•  What time are most people using their mobiles for search? •  Late afternoon/evening

•  How many Australian’s viewed facebook on their mobile last month? •  4,600,000 people (nearly 50% of all active users)

WHAT IS MOBILE?

•  Mobile is becoming one of the most talked about areas in the digital industry.

•  It is important to remember that “Mobile” isn’t only about applications…

Mobile Marketing Apps Website = + +

WHAT IS A MOBILE DEVICE?

Mobile Smart phones

Tablets Other

devices

= + +

WHEN ARE PEOPLE SEARCHING ON THEIR MOBILE?

•  Consumer searches on the mobile differ to that of desktop search: •  66% of mobile searches have a local intent •  Mobile search numbers peak at night, on weekends &

leading up to holidays People are

searching on

the go & at night.

WHY IS MOBILE IMPORTANT?

Mobile is more than a phone

It entertains

us

It is immediate

It connects us locally

WHAT TO DO ABOUT MOBILE?

Source: http://coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/


BIGGEST

PROBLEM –

Build it &

they will

come.

HOW?

BUILDING AN AUDIENCE PAID DIGITAL MEDIA – PERFORMANCE MEDIA

DIGITAL MEDIA

PAID SEARCH (SEM)

FACEBOOK

CPM DISPLAY LINKED IN

YOUTUBE / CPC DISPLAY 1 2 3

4 5

DIGITAL MEDIA – A CHEAT SHEET ATTRIBUTES PAID SEARCH

(SEM) PAID SOCIAL (FACEBOOK /

TWITTER)

PERFORMANCE DISPLAY

LINKEDIN CPM DISPLAY

AD FORMAT TEXT / KEYWORDS

TEXT / IMAGES BANNERS

TEXT IMAGES / BANNERS /

DISPLAY BANNERS

BUYING MECHANIC PERFORMANCE PERFORMANCE PERFORMANCE PERFORMANCE FIXED COST PER

THOUSAND

COST LOW MID MID-HIGH MID HIGH

TARGETING HIGHLY SPECIFIC SPECIFIC TARGETED

VERTICALS HIGHLY

SPECIFIC BROAD

CONVERSION HIGH (1.5%-12%) MID RANGE (1-4%)

MID RANGE (0.5%-2%)

MID RANGE (1-4%)

LOW (<0.5%)

CPA EFFECTIVENESS 1 2 3 4 5

SCALE LARGE LARGE LARGE LIMITED LIMITED

SOCIAL IS A MAJOR CHANNEL

17 BILLION

PAGE

IMPRESSIONS

A MONTH

DIGITAL MEDIA - FACEBOOK

?

WHAT ARE THE DIFFERENT WAYS TO ADVERTISE?

MARKETPLACE ADS SPONSORED STORIES

-  Standard facebook ad that can drive internally or externally to facebook.

-  Sometimes paired with social actions your friends have taken.

-  Good if you are unable to have an actual page but want a presence on the network

-  Based on the idea of “social proof & that consumers are more likely to like a page some one they know already has.

-  Drives greater action / engagement from users.

-  Placement that can only be used if you have a facebook page.

DIGITAL MEDIA - FACEBOOK

FACEBOOK TESTING & OPTIMISATION

320 different

Facebook

creative ads

with 3 copy

variations per

ad

FACEBOOK ADS

DIGITAL MEDIA – LINKEDIN

DIGITAL MEDIA - TRANSPARENCY

AD IMPRESSIONS DON’T MATTER

COST EFFECTIVE TRAFFIC

THAT CONVERTS DOES

WHAT’S TODAY ABOUT?

1. Digital

marketing 101

2. Search

(SEO & SEM)

3. FREE tools to

help you

THE POWER OF SEARCH GOOGLE RULES THE ROOST

HOW GOOGLE SEES THE WEB

Infographics created by WiTH Collective – March 2013

SEARCH BEHAVIOUR IN PERSPECTIVE


MOBILE IN PERSPECTIVE


WHAT IS SEARCH? SEO & SEM

WHAT IS SEARCH

•  The ability to connect peoples thoughts to relevant content through sophisticated algorithms,

•  when they are in an active mind state.

GETTING UNDERNEATH SEARCH ENGINES

If you aren’t present, one of your competitors or another retailer will be. If you (or your client) are not the answer,

Attract (awareness)

Engage (consideration)

Transact (purchase)

Retain (cross sell)

Grow (value add)

WHY SEARCH IS IMPORTANT?

Digital camera Photocopier

Canon digital camera Canon MFD

Canon IXUS 1000HS Canon imagerunner 2020

Canon IXUS 100HS bag Canon imagerunner 2020 toner

Canon EOS Canon eMaintenance

SERP – RELEVANT CONTENT

Relevant results

Engaged searcher

SEO – Natural Search (70% Click Volume)

SEM – PPC (30% Click Volume)


Google Decides

Advertiser Decides

UBIQUITOUS ACCESS

Graphics created by WiTH Collective – March 2013

SEARCH = SEM + SEO

SEO / ORGANIC SEARCH

SEM / PPC Search

•  Financial Trading •  Based on arbitrage /

modeling •  Combination of

marketing psychology, creative

•  Short term result •  Highly competitive

•  Technical endeavor •  Site architecture /

structure •  Onsite & offsite •  Link analysis •  Long-term

endeavor •  Arms race to stay

on page one

HOW SEARCH WORKS? INDEXING THE WEB

INDEXING THE WEB

•  Search Engine Optimisation (SEO) is the process of optimising a website in order to increase the traffic the site receives from search engines.

•  SEO is made up of more than 200 factors that can be divided into on-page factors & off-page factors.

WHAT IS SEO?

On site Off site SEO success

On-page SEO is what can be done on the pages of a

website to improve it’s performance in the search engines.

Off-page SEO is what can be done

externally from the website.

The two most

influential

factors in

SEO are

keywords &

backlinks.

WHAT DO WE SEE ?

WHAT A SEARCH ENGINE BOT SEES…

URL TITLE TAGS

META INFO

H1 TAGS H2

TAGS

KEYWORDS

ALT TEXT

BACK LINKS

ON SITE SEO

Googlebot

OFF SITE – SEO

Googlebot

IMPORTANT ELEMENTS FOR SEO – ON PAGE

1. URL keywords

2. Page title or

title tags



This free healthy lifestyle site is available to all Australians and is dedicated to sharing and celebrating all the small, yet powerful things you can do to stay healthy.

3. Page description - keywords



4. Keyword density



5. Headings

H1 TAGS

H2 TAGS



6. ALT text


IMPORTANT ELEMENTS FOR SEO – OFF PAGE

1. Backlinks


6 out of top 20

come from

pfizer.com.au


2. Content marketing



3. Social media


PAID SEARCH (SEM) A BRIEF INTRODUCTION

ECONOMICS OF

ADVERTISING

STOCKMARKET & HEDGE FUND MATHAMATICAL

THEORY APPLIED TO DIGITAL MARKETING & MEDIA

PERFORMANCE MEDIA – AUCTION

PERFORMANCE MEDIA – AUCTION

Consumers views /queries

Brand #1

Brand #2

Brand #3

AUCTION / EXCHANGE

AD UNIT RESULT / IMPRESSION OR CLICK

IMPACT FOR CLIENTS

Media costs = 30% - 70% lower

Conversion = same or 5X higher

Combined impact = 300% - 500% higher return

*(compared to traditional CPM based buys)

SEARCH ENGINE MARKETING

SEM / PPC (30% click volume) AD POSITIONS DRIVEN BY: 1. MARKET FORCES & 2. ECONOMICS


7.94%

5.00%

2.47% 1.96%

0.90% 0.81% 0.91% 0.74% 0.75% 0.20% 0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

1 2 3 4 5 6 7 8 9 10

Ad Click Through Rate by Position

CTR

SOURCE : ACCRUACAST.COM

SEO VS SEM PROS & CONS

SEO VS SEM – WHAT STRATEGY TO USE?

Paid Search Pay Per Click /

Performance

Auction Based / market pricing

CPC’s vary greatly due to strategy, competition,

conversion, bidding strategy etc

Short term impact

SEO

Non-media based traffic

Technical endevour

Based on technical optimisation, keywords, bank links, social strategy

Long term impact

SIZE OF THE SEARCH MARKET WHY SEM IS IMPORTANT?

A GLOBAL PERSPECTIVE

A LOCAL PERSPECTIVE

SEARCH 53%

CLASSIFIDES 21%

GENERAL DISPLAY

26%

AUSTRALIAN DIGITAL AS MARKET CIRCA $3.32B IN 2012

Source: IAB MEDIA EXPENDITURE REPORT - RELEASE, NOVEMBER 2012,

HOW PAID SEARCH WORKS A BASIC APPROACH

THE AD MODEL

SEM CAMPAIGN STRUCTURES

Account

Campaign

AD GROUP

AD GROUP

AD GROUP

Campaign

AD GROUP

AD GROUP

AD GROUP

Campaign

AD GROUP

AD GROUP

AD GROUP

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE

SEARCH TAIL / KEYWORD DISTRIBUTION


WHAT KEYWORDS?

WHAT IS THE CREATIVE?

Headline = 25 chars

First line = 35 chars

Second line = 35 chars

Display URL = 35 chars

SEM IN PRACTICE GASTRIC BANDING PROCEDURE OR LAP-BAND

CAMPAIGN = BRAND

CAMPAIGN = BARIATRIC

CAMPAIGN = BRISBANE (Location)

CAMPAIGN = COST

CAMPAIGN BEYOND BRAND

SEM – THE MECHANICS HOW SEM TICKS

SEM MECHANICS 1. AD RANK:

•  A value that is used to determine your ad position, in relation to other ads.

2. QUALITY SCORE: •  A meaurement of how relevant your ads, keywords &

landing page are to a person seeing your ad.

3. AD POSITION: •  The order in which your ad shows up on a page.

QUALITY SCORES = RELEVANCE

Keyword Ad Copy Landing Page

QUALITY SCORES ARE MADE UP OF….

WHAT IS A GOOD QUALITY SCORE?

WHAT DO I PAY FOR SEM?

WHAT DO I PAY FOR SEM?

1

2

3 4

5

COMPLEX MATHS TO MAX. RETURN

SEM KPI’S

LANDING PAGES IMPACT FOR SEM

WHAT IS A LANDING PAGE?

LANDING PAGE WEBSITE

LANDING PAGES FOR PAID SEARCH

•  Fundamental to campaign success

•  Focus is on the consumer intent from the search query

•  Only one “success event” on a page (Find a clinic / doctor or download a fact pack)

•  Perform better than a page within a corporate site

LANDING PAGES / QUALITY SCORES

LANDING PAGE EXAMPLES A / B TESTING – LANDING PAGES VS CORP. SITE PRODUCT PAGES

VS

VS

A/B testing to increase consumer relevance &

increase conversion rates

Message testing (headline)

& Creative messaging

(image vs copy)

PLS NOTE: This is only a small selection of the 3,000 keyword campaign targeted

SEM directing

through to articles on

a blog

WHY IS SEARCH IMPORTANT?

If you aren’t in the search results, someone else will be (competitors or alternative solution).

Search gives an insight into consumers: thoughts, feelings, desires & what they want to know more

about.

It provides the ability to tailor the information to acquisition.

JARGON TIME OUT?

DIGITAL QUIZ

•  What does SEO & SEM stand for? •  Search engine optimisation, Search engine marketing

•  How much do you pay for SEM? •  Depends on relevance score & bid

•  What help to contribute to SEO? •  On page & off page

WHERE ARE WE NOW?

1. Digital

marketing 101

2. Search

(SEO & SEM)

3. FREE tools to

help you

3. FREE TOOLS TO HELP YOU BE SMARTER

SOURCE OF INFORMATION - FREE

Source: Google Insights for Search

Viagra 5X

category

terms


Source: Google Traffic Estimator

50K+

Australian

searches a

month within

the ED

category


Source: Alexa.com


Source: Google Analytics

CONSIDER THE CUSTOMER JOURNEY ATTRACT

(awareness) ENGAGE

(consideration) TRANSACT (participate)

RETAIN (relationship)

GROW (ambassador)

Focus on INFORMATION

Mass communications •  TV •  Press •  Radio •  PR Online •  Website •  Social •  Email/newsletter •  Referral •  Search Existing customer comms •  DM •  eDM

Focus on RELEVANCE

Offline •  In clinic Online •  Website/microsite/

landing page •  Social •  Forum/community

Focus on DRIVING ACTION


landing page •  Social

Focus on VALUE

Offline •  DM Online •  Email/newsletter •  Social

Focus on INCREASE


TRAFFIC: • Unique visitors • User journey • Popular pages

ENGAGEMENT: • Time on site • Journey through site • Number of pages

viewed • Bounce rate • Follow/Like

CONVERSION: • Purchases • Average transaction

value • Subscription/registration • Data provided/captured • Conversion rates

ONGOING INTEREST: • Opt-in for ongoing

comms • Open rates • Engagement • Shares • Comments/Views

LOYALTY: • Duration of

membership • Number of

products/services per member

• Transaction levels

WHAT METRICS TO LOOK AT?

TYPE OF COMMUNICATIONS TO CONSIDER

4. KEY TAKE OUTS WHAT TO REMEMBER FROM ME TALKING

KEY AREAS OF DIGITAL TO KNOW

DIGITAL

Search (SEM & SEO)

Social

eCRM

Websites eCommerce

Content (video)

Mobile

ORGANISING THE DIGITAL LANDSCAPE

HOLY TRINITY OF THE WEB

Search

Social Mobile


BIGGEST

PROBLEM –

Build it &

they will

come.

HOW?

WHAT IS SOCIAL MARKETING?

Basic social

Social CRM (dialogue)

PR (push)

Value (exclusive)

= + +

WHAT IS MOBILE?

•  Mobile is becoming one of the most talked about areas in the digital industry.

•  It is important to remember that “Mobile” isn’t only about applications…

Mobile Marketing Apps Website = + +

WHY IS MOBILE IMPORTANT?

Mobile is more than a phone

It entertains

us

It is immediate

It connects us locally

DIGITAL MEDIA

PAID SEARCH (SEM)

FACEBOOK

CPM DISPLAY LINKED IN

YOUTUBE / CPC DISPLAY 1 2 3

4 5

DIGITAL MEDIA – A CHEAT SHEET ATTRIBUTES PAID SEARCH

(SEM) PAID SOCIAL (FACEBOOK /

TWITTER)

PERFORMANCE DISPLAY

LINKEDIN CPM DISPLAY

AD FORMAT TEXT / KEYWORDS

TEXT / IMAGES BANNERS

TEXT IMAGES / BANNERS /

DISPLAY BANNERS

BUYING MECHANIC PERFORMANCE PERFORMANCE PERFORMANCE PERFORMANCE FIXED COST PER

THOUSAND

COST LOW MID MID-HIGH MID HIGH

TARGETING HIGHLY SPECIFIC SPECIFIC TARGETED

VERTICALS HIGHLY

SPECIFIC BROAD

CONVERSION HIGH (1.5%-12%) MID RANGE (1-4%)

MID RANGE (0.5%-2%)

MID RANGE (1-4%)

LOW (<0.5%)

CPA EFFECTIVENESS 1 2 3 4 5

SCALE LARGE LARGE LARGE LIMITED LIMITED

AD IMPRESSIONS DON’T MATTER

COST EFFECTIVE TRAFFIC

THAT CONVERTS DOES

MOBILE IN PERSPECTIVE


SEARCH = SEM + SEO

SEO / ORGANIC SEARCH

SEM / PPC Search

•  Financial Trading •  Based on arbitrage /

modeling •  Combination of

marketing psychology, creative

•  Short term result •  Highly competitive

•  Technical endeavor •  Site architecture /

structure •  Onsite & offsite •  Link analysis •  Long-term

endeavor •  Arms race to stay

on page one


7.94%

5.00%

2.47% 1.96%

0.90% 0.81% 0.91% 0.74% 0.75% 0.20% 0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

7.00%

8.00%

9.00%

1 2 3 4 5 6 7 8 9 10

Ad Click Through Rate by Position

CTR


SEO VS SEM – WHAT STRATEGY TO USE?

Paid Search Pay Per Click /

Performance

Auction Based / market pricing

CPC’s vary greatly due to strategy, competition,

conversion, bidding strategy etc

Short term impact

SEO

Non-media based traffic

Technical endevour

Based on technical optimisation, keywords, bank links, social strategy

Long term impact

SEM CAMPAIGN STRUCTURES

Account

Campaign

AD GROUP

AD GROUP

AD GROUP

Campaign

AD GROUP

AD GROUP

AD GROUP

Campaign

AD GROUP

AD GROUP

AD GROUP

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

Keyw

ords

CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE CREATIVE

QUALITY SCORES ARE MADE UP OF….

WHAT IS A LANDING PAGE?

LANDING PAGE WEBSITE


Source: Alexa.com

CONSIDER THE CUSTOMER JOURNEY ATTRACT

(awareness) ENGAGE

(consideration) TRANSACT (participate)

RETAIN (relationship)

GROW (ambassador)

Focus on INFORMATION

Mass communications •  TV •  Press •  Radio •  PR Online •  Website •  Social •  Email/newsletter •  Referral •  Search Existing customer comms •  DM •  eDM

Focus on RELEVANCE


landing page •  Social •  Forum/community

Focus on DRIVING ACTION


landing page •  Social

Focus on VALUE


Focus on INCREASE


TRAFFIC: • Unique visitors • User journey • Popular pages

ENGAGEMENT: • Time on site • Journey through site • Number of pages

viewed • Bounce rate • Follow/Like

CONVERSION: • Purchases • Average transaction

value • Subscription/registration • Data provided/captured • Conversion rates

ONGOING INTEREST: • Opt-in for ongoing

comms • Open rates • Engagement • Shares • Comments/Views

LOYALTY: • Duration of

membership • Number of

products/services per member

• Transaction levels

WHAT METRICS TO LOOK AT?

TYPE OF COMMUNICATIONS TO CONSIDER

JARGON TIME OUT?

QUESTIONS & THOUGHTS

Thank you!

Dom

@domhind [email protected]

m 0403 300 015

CONTACT DETAILS

PRESENTATION AVAILABLE AT: http://www.slideshare.net/

withcollective

THANK YOU

withcollective.com | facebook.com/withcollective | [email protected] | 02 8203 2128

digital download - tcc - graduate preso - 23rd jan 2014

Business