intro to digital marketing - clickz live hong kong 2014

Intro to Digital Marketing

!Joshua Steimle [email protected]

@donloper

Digital Marketing Fundamentals

Intro


Founder & CEO, MWISince 1999

Hong Kong . Salt Lake City . Phoenix


Writer


Speaker / Presenter


Contact [email protected]

@donloper


Statistics(interesting ones)


The Big Picture


4.3 Billion

Source: http://www.worldpopulationstatistics.com/asia-population-2013/

Asia Population, 2013


4.9 Billion

Source: http://en.wikipedia.org/wiki/World_population

Asia Population, 2030


525 Million

Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets

Asia Middle Class, 2013


3.1 Billion

Source: http://www.reuters.com/middle-class-infographic

Asia Middle Class, 2030


9.4%

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

Asia-Pacific Internet Penetration, 2005


31.9%

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

Asia-Pacific Internet Penetration, 2013


344 Million

Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

Asia-Pacific Internet Users, 2005


1.3 Billion


Asia-Pacific Internet Users, 2013


0


Asia-Pacific Mobile Internet Users, 2005


895 Million




1 Billion+

Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/



“In 2013, Global PC Shipments Suffered the Worst Decline in PC Market History”

Sources: Gartner http://www.gartner.com/newsroom/id/2647517


680 Million


Worldwide Smartphone Sales, 2012


968 Million


Worldwide Smartphone Sales, 2013


Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138


The Big PictureAsia-Pacific Middle Class + Internet + Mobile

=Big Opportunity


Hong Kong Statistics


97.6%Hong Kong Internet Penetration

Source: http://www.censtatd.gov.hk/hkstat/sub/sp120.jsp?productCode=C0000052


63%Hong Kong Smartphone Penetration

Source: http://think.withgoogle.com/mobileplanet/en/


62%of Hongkongers used smartphone to

access Internet within past 7 days


Within the past 7 days


39%of Hongkongers used a search engine on mobile phone for product search




16%of Hongkongers purchased a product or

service using smartphone




Source: comScore Media Metrix, March, 2013


33%Yahoo Search Engine Market Share in Hong Kong

Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/


65%Google Search Engine Market Share in Hong Kong

Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/


Hong Kong AdvantagesInternet Penetration

Business Environment Affluent Population Position Within Asia

Diversity Free Press

Mobile Usage Culture


Hong Kong DisadvantagesTalent Shortage

Lack of Ecommerce Infrastructure Small Local Market

Culture


Asia Statistics


Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/

To what extent do you take

action on the following forms of advertising?


Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/


Source: http://www.statista.com/statistics/296249/search-engine-advertising-effectiveness-by-region/


Global Statistics


Source: http://www.statista.com/statistics/254393/allocation-of-marketing-budgets-worldwide-by-channel/

Will your marketing

budget decrease,

increase or stay the same in 2013?


Source: http://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/

Google Dominates


Where Should I Focus?


SocialSEO

Online PR


Social


Source: http://www.statista.com/statistics/233989/number-of-social-network-users-in-asia-pacific/


1.32 BillionFacebook Monthly Active Users

(up 14% since last year)

Source: http://investor.fb.com/releasedetail.cfm?ReleaseID=861599


4.4 MillionFacebook Active Users

in Hong Kong

Source: http://wearesocial.sg/blog/2014/01/social-digital-mobile-apac-2014/


86%Hong Kong Facebook Users Access

Facebook Via Mobile Device

Source: http://www.marketing-interactive.com/peek-into-facebook-hong-kong-digs/


71%Hong Kong Smartphone Owners

Access Social Networks Daily



143.8 MillionWeibo Monthly Active Users

vs. 241 Million for Twitter

Source: http://www.techinasia.com/sina-weibo-facts-stats-as-ipo-starts/


Source: http://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/


Source: http://www.socialbakers.com/all-social-media-stats/youtube/country/hong-kong/

Fastest Growing YouTube Channels In Hong Kong (views per month)


Source: http://www.socialbakers.com/all-social-media-stats/twitter/country/hong-kong/

Top 5 Twitter Brands in Hong Kong


Why Social?


Search EnginesReplaced the Phone Book,

the Mall, and the Library


Social


SocialMore Than Buttons


SocialMore Than Sharing


SocialMore Than Marketing


SocialCannot Be Automated


SocialBuilding Community


SocialLike > Love > Defend


SocialStarts With Strategy


Is Social Right For Me?What are our objectives?

What problem are we solving? Why will this work?

What investment will be required? Which network should we focus on?


Which Social Network?General audience? Facebook

Chinese? Weibo, WeChat English? Facebook

Visual? Instagram, Facebook, Pinterest Niche? Twitter, Google+


How To Build CommunityShow Up Be Real

Don’t Advertise Add Value

Be Sensitive


Case Study #1Burberry, Facebook


Are They Showing Up?


Are They Being Real?


Are They Advertising?


Are They Adding Value?


Are They Being Sensitive?


Case Study #2Emerson Salon, Facebook, Twitter

Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/


Are They Showing Up?


Are They Being Real?


Are They Advertising?


Are They Adding Value?


Are They Being Sensitive?


Results 13,818 Twitter followers 1,780 likes on Facebook

75% of clients from Internet 400% increase in revenue over 2 year period

Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/


Want to Learn More?http://moz.com/beginners-guide-to-social-media/


Questions / Break


SEO


Search EnginesGoogle, Yahoo, Bing, Baidu, Yandex, etc.


Crawl, Index


Good Answers, Fast


Algorithms


Search Engines: Why They Rank What They Do

Happy Searchers = $ $ $


Search Engines Are Dumb

What is this photo of?


Search Engines Want To Be Human

But They’re Not There Yet


How Important Are Rankings?


So How Do I Rank?Help Google Make Searchers Happy


How Do I Do That?Search Engine Optimization (SEO)


SEOAll Natural, All Organic


5 Parts of SEO1. Keyword Strategy 2. On-Site Basics 3. Quality Content 4. Quality Links 5. Analysis


KeywordsSearch Volume, Relevancy, Competitiveness


KeywordsDon’t Ignore The Long Tail


On-Site Basics


On-Site Basics

Indexable Content


On-Site Basics

Crawlable Links


Keyword Tips1. In title tag, toward beginning 2. Prominently visible on page 3. 2-3 times within body 4. Once in alt image tag 5. Once in meta description tag


ContentDetailed Information, News, Blog, Tips, FAQs


Quality ContentSo Interesting A Human Would Read It


Quality LinksFrom Relevant, High Quality Websites


AnalysisModify, Measure, Repeat


Analysis Tools1. Google Keyword Planner 2. Google Analytics 3. Google Webmaster Tools 4. MySEOTool.com 5. Majestic SEO 6. SEMRush


What To Measure1. Visitors 2. Queries 3. Rankings 4. Links 5. Conversions!


Case Study - Makeup


Source: http://www.statista.com/statistics/296653/china-high-end-cosmetics-most-searched-brands/


In Title Tag, Toward BeginningCurrently: “Sasa.com: Clarins”

Better: “Clarins - Sasa Cosmetics”


Prominently On Page


2-3 Times in Body


Once in Alt Image Tag


Once in Alt Image Tag221 alt tags 172 empty

“Clarins” never used once in an alt tag


Once in Meta Desc. TagCurrent: “Clarins Catalogue, Best Sellers, Sasa.com: Best Beauty & Health Care Products” Better: “Sasa carries the full line of Clarins face and body treatment oils. Buy online or in-store.”


SummaryDecent Rankings, Room for Improvement


Want to Learn More?http://moz.com/beginners-guide-to-seo


Questions / Break


Online PR


What Is Online PR?Online media placement that is not

purchased, typically obtained by influencing media producers.


3 Forms of Placement


Feature Stories


Expert Mentions


Helpful Content


Why Online PR?


Creates Brand Recognition


Establishes Credibility


Drives Traffic


Improves SEO Efforts


Great For Your Ego


How?


Step 1 - Great Content


Good Content Is So Interesting

You Would Read It


Great Content Is So Interesting

You Would Pay To Read It


Step 2 - Pitch Publishers


Pitching The MediaWhen reaching out to writers, journalists, bloggers, and other media producers, DO

NOT…


Do Not…


Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.


Do Not…Tell Me You’re SpecialShow me.

In 5 seconds or less.


Do Not…Tell Me I Can Help YouI’d love to help you, and I’d love to help the

other 20 people who contacted me this morning, but I can’t help everyone.


Do Not…Ask To Talk On PhoneOffer, don’t ask.


Do Not…Think About YourselfMake it about the writer/publisher.


Do…


Understand What I WantAs a writer, I want my article here.


Know What I’ve WrittenIf I just wrote a story about your competitor, what are the

chances I’m going to write a similar story about your company?


Know My InterestsI write about Hong Kong, entrepreneurship, and digital

marketing. But preferably all three.


Offer Something Valuable“I have an idea for an article that I believe would get a lot of

attention and social sharing.”


Tell Interesting Stories


But I’m Not Interesting


Nonsense!


You Are An Expert


5 Ways To Create Interesting Stories


1. Problem-Agitate-Solve


2. Tie-in


3. Tell Secrets


4. Look At Your Data


5. Interview Someone


Once You Have A Story…Channels, People


ChannelsIndustry websites Niche websites

Blogs Influential social media accounts

Media-sharing websites (YouTube) Social networks

Forums Wikis

Top-tier websites


People1. Select a channel first

2. Create a profile for each writer 3. Pitch one story to one writer at a time

4. Learn something from each interaction


Case StudiesHow businesses have successfully pitched me.


Case Study 01SEO Gadget, Infographic


Case Study 02HWTrek, Advice & Coffee


Case Study 03Builtvisible, Content Marketing


HAROHelp Out A Reporter (HARO)

HelpAReporter.com


Keys to Success w/HARORespond quickly

Include “HARO - [story request]” in subject line Give them what they want, nothing extra

Give them what they want in the first sentence


Other “Pitches”


I’ve Got Quotes“I saw your article on the cosmetics industry. I work for a cosmetics company. If you ever need a quote for a future

article on the cosmetics industry, let me know.”


I’ve Got Connections“I saw your article on the cosmetics industry. I work for a cosmetics company and have a lot of connections in the

industry. If you ever need a source for an article, let me know and I’d be glad to make some introductions.”


I’ve Got Data“I saw your article on the cosmetics industry. I work for a

cosmetics company and have lots of data about the industry. If you ever need stats or figures to support an

article you’re writing, let me know.”


I’ve Got Pictures“I saw your article on the cosmetics industry. I work for a

cosmetics company and we’ve used data about the industry to create some interesting infographics and visualizations. If you ever need something visual to

accompany your writing on the cosmetics industry, let me know.”


Think DigitalGet the link!


Questions