Managing Customer Relationships Online

Simon Dye Chartered Marketer, DipM,MBA,FCIM,MAMA

10th February 2010

My perspective:My perspective:Winner of Business Link’s Gloucestershire

Lifetime e-business Award 2004

Past Chairman of the Chartered Institute of Marketing’s Gloucestershire Branch

and South West Region

Session ContentsSession Contents

Online Marketing Social Media Marketing

CommunicationCommunication

Your potential customers will NOT buy from you until they:

Find You Learn About You Trust You

Lord Leverhume had it Lord Leverhume had it easyeasy

In 1910 the founder of Unilever plc said:

“Half of my advertising budget is wasted and if I could discover which half, I would save it.”

Chartered Institute of Chartered Institute of Marketing Primary Marketing Primary

ResearchResearch

Primary Website Traffic Effectiveness Research

• Researched 207 websites • All UK based websites• 42% Large & 48% SMEs

Marketing Mix ROIMarketing Mix ROI

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Sear

ch Eng

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Pay P

er C

lick

Affilate

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Outdo

or

Direc

t Mail

Mag

azin

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Radio

Newsp

aper

sTV

Cost Effectiveness

(Chartered Institute of Marketing – 2003/6)

Research Conclusions:Research Conclusions: Use multi- element approach to

maximise awareness:

Search Engines, Paid Per Click, Affiliates

most cost effective combined marketing mix elements

Changing TimesChanging Times

Customers Changing Prospects Changing Businesses Changing Markets Changing

Customer Service Customer Service ExperienceExperience

Social network purchasers are driving the marketing process

Ignoring the TV, newspapers and radio elements of the marketing mix

Now segmenting their media consumption and decision making processes with blogs, RSS newsfeeds and customer reviews.

2010 Website Traffic 2010 Website Traffic DriversDrivers

Google UK 30.7 %Facebook 14.7 %Bing 12 %YouTube 10 %Yahoo 9.7%Twitter 9.5 %

(Hitwise Oct 2009, comScore Jan 2010)

Search engines rankingSearch engines ranking

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Jupiter Research- 2003/7

What is an Organic What is an Organic Listing?Listing?

An “organic” listing is a “normal” listing in a search engine

FREE search engine Site has been crawled by a “spider” Been indexed under the keywords

found in the web pages The site is showing in the free results

What is Search Engine What is Search Engine Optimisation?Optimisation?

The key word is OPTIMISATION Making it possible to index the site by

the search engines by identifying keywords most used by the target audience

Identifying and including keywords into the source code of the web site

KeywordsKeywords

Unless you have a great brand name people will not type your name in to search engines when searching for your website.

They WILL search for their needs, wants or benefits that they are looking to satisfy.

These are the correct “Key Words” that you MUST target to maximise your traffic.

Pros and Cons of Organic Pros and Cons of Organic ListingsListings

Advantages: 85% of searchers click organic listings Once you’re there– enduring You can improve your ranking against

keywords Free !

Disadvantages: Slow- will take time to be crawled and

indexed Up to 6 months – the “Google Sand Box” Long term approach

A web page is like an A web page is like an icebergiceberg

Source CodeSource Code

Google’s CURRENT Google’s CURRENT ranking requirementsranking requirements

URL include keyword: www.YourKeyword.com

Title area: word count from 7 to 9 is suggested

Meta Description area: word count up to 18 is suggested

Heading areas: word count from 2 to 17 is suggested

Google’s CURRENT Google’s CURRENT ranking requirements:ranking requirements:

Link Text keyword frequency from 1 to 7 is suggested

Alt Tags: up to 60 words is suggested Body Text area: word count from 481 to

608 is suggested Total word count from 583 to 917 is

suggested for the page as a whole

Link Popularity Score: 1 to Millions

Google’s AdWordsGoogle’s AdWords

Bid for “click throughs”Your ranking is dependent on: Optimisation of your landing page

for your keywords Conversion ratio of your campaigns How much bubbly you are prepared

to donate to Google's AGM Page file size- SPEED

Pros and Cons of Pay Per Pros and Cons of Pay Per ClickClick

Advantages of PPC: Fast inclusion in search engine listing – few hours Only pay when link is clicked Takes you directly to the relevant page Included under your selected keywords Budgets can be set and adhered to Detailed reports on activity

Disadvantages of PPC: Can be very expensive, month on month Short term gain Can be complex to manage a large number of campaigns Open to fraud Searchers prefer to click on “Organic” results Your ad disappears when your budget is finished

SEO v PPC ROISEO v PPC ROI

Paid search:50% are getting Returns in excess of

300%.22% are getting an ROI of 500% or more.

SEO:68% are getting a return in excess of

300%. 40% are getting a return of 500% or more.

(Neutralize SE Report 2007)

Google CasinoGoogle Casino

AdWords is 85% PROFIT Own the Casino building No gambling scrutiny Own the RuleBook You don't even know if your

competitors are using the same deck of cards

4 Types of Matching4 Types of Matching

• Broad- default brand awareness- buy tennis shoes and tennis sneakers trainers

• Phrase- nearly- red tennis shoes • Exact- tennis shoes • Negative- cheap tennis shoes

Costs of Click Throughs are Costs of Click Throughs are risingrising

PPC expensive, Fraud is growing Ever more competitive Paying for your ignorance Google owns the House, Rulebook

More results the betterMore results the better

So how important can So how important can social media be?social media be?

Barack Obama

Barack ObamaBarack Obama

Won the presidency in a landslide victory (margin of nearly 8.5 million electoral votes)

Converting everyday people into engaged and empowered volunteers, donors and advocates through social networks, email advocacy, text messaging and online video.

Barack ObamaBarack Obama

Raised record sums - over £376m altogether,

£94m in September 2008 alone From more than 2.5m

individuals, many giving small but regular sums.

Barack ObamaBarack Obama

E-mail: 13 million people on the e-mail list who received 7,000 variations of more than 1 billion e-mails

Donors: 3 million online donors who contributed 6.5 million times

Barack ObamaBarack Obama

5. Using familiar tools- there is a social network for every distinct social niche.

There also are umbrella networks that span all interests. Facebook, MySpace, LinkedIn.

Barack ObamaBarack Obama

Web site: 8.5 million monthly visitors to MyBarackObama.com

2 million profiles with 400,000 blog posts

35,000 volunteer groups that held 200,000 offline events

70,000 fundraising hubs that raised $30 million

Barack ObamaBarack Obama

Video: Nearly 2,000 official YouTube videos

Watched more than 80 million times, with 135,000 subscribers

442,000 user-generated videos on YouTube

Barack ObamaBarack Obama

Mobile: 3 million people signed up for the text messaging program

Each received 5 to 20 messages per month

Phone Calls 3 million personal phone calls placed in the last four days of the campaign

MyBarackObama.comMyBarackObama.com

MyBarackObama.comMyBarackObama.com

10 Lessons from Obama’s 10 Lessons from Obama’s Social Media Campaign Social Media Campaign

1. Laddering support through tiers of engagement – understood that it needed to provide a variety of ways for people to be involved in the campaign based on their level of engagement.

Barack ObamaBarack Obama

2. Empowering super users – Offered further support to its most committed advocates.

Tracked volunteers and took note of their most reliable activists.

Identified these connectors early and gave them the tools to activate others.

Barack ObamaBarack Obama

3. Providing source materials for user-generated content – MyBO contained videos, speeches, photos and how-to guides that gave people the raw materials they needed to create their own compelling content in support of Obama.

Barack ObamaBarack Obama

4. Going where the people are – 60 % adults in the USA belong to a social network, most do not belong to more than one.

If you want to reach them, you have to know where they are and connect with them there.

Barack ObamaBarack Obama

5. Using familiar tools- there is a social network for every distinct social niche.

There also are umbrella networks that span all interests. Facebook, MySpace, LinkedIn.

Barack ObamaBarack Obama

6. Ensuring that people can find your content – Your content is posted but can anybody can find it? Can you convert anybody with it? No.

Created simple sites with the URLs of popular search terms to increase the likelihood that they would be found.

Barack ObamaBarack Obama

7. Mobilizing supporters through mobile devices – 90% of Americans within 3 feet of their cell phones 24/7.

People still read more than 90% of their text messages, while pages of e-mails sit unopened in inboxes.

Text messaging and the mobile Web offers an opportunity to reach supporters directly anywhere they are, any time of the day.

Barack ObamaBarack Obama

8. Harnessing analytics to constantly improve engagement activities –

Kaizen – the concept of constant improvement. Tracked the success of every email, text message and site visit, using analytics tools that are inherent digital communications.

Each ad, email was created in multiple versions (e.g., different headers, buttons vs. links, video vs. audio vs. plain text) to test what worked, didn't.

Barack ObamaBarack Obama

9. Built online operation to scale – Feb 07, Obama met Netscape founder and Facebook board member Marc Andreessen to learn how social media could power the campaign.

Spent more than $2 million in 2007 on hardware and software foundation for the social media operation. Built an enterprise-level system that was ready to scale to millions of supporters.

Barack ObamaBarack Obama

10. Planning the campaign – The Obama campaign core online team of 11 people with total staff of 30, which increased toward the election.

While previous campaigns had treated online advocacy as an add-on, Obama campaign integrated social media into all elements of the organisation.

LinksLinks

• http://www.edelman.co.uk/edelman-insights/archive/edelman-analysis-obama-vs-mccain-2008

• http://www.guardian.co.uk/media/2008/nov/10/obama-online-strategy

• http://www.guardian.co.uk/politics/2009/feb/18/thomas-gensemer-online-election-campaign

• http://econsultancy.com/blog/2938-how-charities-can-learn-from-obama-s-online-campaign

• http://www.cbc.ca/technology/story/2008/12/04/felesky-rahaf.html

• http://www.digitalcommunitiesblogs.com/web_20_convergence/2009/04/the-man-behind-obamas-online-e.php

• http://www.wired.com/politics/law/news/2008/03/obama_tools

Good Luck!Good Luck!

Any Questions?Any Questions?

Slides at Slides at www.searchclinic.orgwww.searchclinic.org

Simon DyeSimon Dye- - Chartered MarketerChartered Marketer, , DipM,MBA,FCIM,MAMADipM,MBA,FCIM,MAMA

Dr SearchDr Search Principal Consultant at the Principal Consultant at the Search ClinicSearch Clinic24 Charlton Drive, 24 Charlton Drive,

Cheltenham, Cheltenham, doctor@searchclinic.orgdoctor@searchclinic.org GL53 8ES, 01242 521967 GL53 8ES, 01242 521967