www.mcdougallinteractive.com

John McDougall John McDougall 978-750-8000978-750-8000 jdm@mcdia.com

Internet Marketing Strategyfor 2011

Internet Marketing Strategyfor 2011

Digital Revolution

81% of U.S. adults with web use social media Forrester Research

Traditional media is in trouble

Photo: azrainman.com

Newspaperdeathwatch.comthechaosscenario.net

Digital Revolution

Comments 27,114

Add value or be blocked out

OMG – We are at less than 30%

6.8B People

28.7 % on web now

Mobile rules by 2014

Search your television!

Stats – War to control the web

Despite 60% lower cost per lead

Search largest, Mobile/Social Hottest

What’s wrong with this picture?

Changes in Media

“Interactive marketing will not be dominated by a single revolutionary channel. It will grow to $61 billion by 2012, driven by marketers who

will leverage a distribution of channels rather than pour new spends into a single place. This perspective coupled with technology advances will lead to a customer-centric future in which interactive technologies actually infuse all marketing efforts.”

Forrester Research

Grampa gets it

SEOSocial Media Paid Search

Conversion EnhancementsLink Building

Public RelationsAnalyticsMobile Email Blogs

Top Ten Tactics

Webmasters wear too many hats

WILD WILD SERPS

Search Engine Optimization

“Free” traffic – 75% click top 5#3 for Golf Clubs

1.2M visitors in 6 months

Keyword Research

Keyword Global Monthly Searches Avg. CPCchecking accounts 450000 $11.03 small business checking account 2900 $16.79 personal checking account 14800 $8.56

adwords.google.com/select/KeywordToolExternal

Just search for “keywords” in Google…

Search Engine Ranking Reports

Content proportionate to leads

Longtail, links, high conversions

Competitive Analysis

Bank of AmericaPages of site indexed: 585,000Links to website 452,000Monthly visitors 25,528,998 Wells FargoPages of site indexed: 187,000site:blog.wellsfargo.com 4,510 pagesMonthly visitors 17,515,241

Tricks

Site Size Site:bankfive.com

LinksLinkdomain:bankfive.com - site:bankfive.com

Keywordspy.comSEObook Toolbar

SEO – PPC can drive local traffic

• Banks Massachusetts

• #6 sssb.com

• #7 bankfive.com

• #10 clintonsavings.com

• Credit Unions Massachusetts

• #1 metrocreditunion.org

• #3 stmaryscu.org

• #5 iccreditunion.org

Local Ranks – High Conversions#1 for in Google for “Credit Unions Massachusetts”

online banking ma #1personal banking ma #1ira savings accounts Massachusetts #1small business banking Massachusetts #3

Visitor Traffic JumpsIn six months site visitors jumped from 10,519 to 37,141 – a gain of 253.08%

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

April September

Site Visitors

Metro Credit Union Website

SEO / PPC / Local

Social Media is just one tool

Social Media Process

Listen

Engage

Measure

Radian6

Social Tools

Radian6Facebook Insights

Google AlertsTweetdeckHootsuit

Social Mention

Why would people like you?

368,207 Engaged Visitors a month

Fans useless without reason to engage

Giveaway: $1,000 “like” the credit unionFans: 4,991

Content is the heart of social/seo

Chase Giveaway

Giveaway: $5M to charities with most votes “like” the bank in order to vote.Total Likes: 2,436,143

Social Media Traffic

No Traffic To SSSB

Filene CU Social Media Study

April 2012, 90% use, despite fuzzy ROI8+ hrs per week report highest success

Your list is critical

PR Presence / Credibility

Usertesting.com

Google Analytics - Traffic Sources

Tracking Goals

1.9%

0.6%

0.6%

Navigation Click Through Rate

0.1% 0.1%0.2% 0.3%0.1%

0.8%0.1%0.3%

0.8%

0.1%

0.6%

Top 15 Landing Pages

Page Entrances Avg.Page

views% Bounce

RateAvg. Time (in mins)

% Exit

/home 59,740 1.7 53.0% 3.2 58.9%

/e-branch/ 1,774 2.0 43.0% 3.0 48.9%

/locations-and-hours/ 395 1.8 71.9% 1.5 56.8%

/rates/deposit-rates.aspx 227 1.7 74.4% 2.0 60.5%

/commercial-banking/online-banking.aspx 176 2.5 35.8% 2.7 39.7%

/small-business-banking/online-banking.aspx 163 2.0 46.0% 2.4 50.2%

/about-us/career-center/default.aspx 140 2.8 5.0% 0.4 35.9%

/personal-banking/personal-checking.aspx 105 3.1 41.0% 1.8 32.6%

/contact-us.aspx 100 2.1 55.0% 1.6 48.1%

/personal-banking/consumer-borrowing/mortgages.aspx 86 4.0 17.4% 1.1 25.2%

/personal-banking/ 58 4.2 22.4% 1.2 23.9%

/about-us/ 40 3.5 37.5% 0.8 28.6%

/small-business-banking/ 37 2.5 16.2% 1.3 39.4%

/e-branch/mortgage-loan-services.aspx 34 2.8 61.8% 0.8 36.2%

/rates/consumer-loan-rates.aspx 31 1.3 83.9% 0.9 79.5%

The ‘Deposit Rates’ section has a high bounce and exit rate

The ‘personal - banking’ services section of the site has a high level of engagement

335 Visits

56.5% Bounce Rate

Home Page Banners – CTR

153 Visits

62.5% Bounce Rate

0.2% CTR

0.3% CTR

9 Visits

100% Bounce Rate

0.01% CTR

Social Media Tracking

News generated the highest number of mentions in December

Apple iPhone

56%BlackBerry

13%Android

16%

Apple iPod7%

Apple iPad 6%

Visits Share

Takeaways

1. Create internet marketing strategy doc.

2. Do more SEO than paid search

3. Feed blog to Twitter and Facebook

4. Do 3 usertesting.com videos $89

5. Double your content and analytics efforts which is good for Social, SEO and PPC

mcdia.com/presentations

John McDougall John McDougall 978-283-0043978-283-0043 jm@mcdia.com