A Illawarra Digital Enterprise Program workshop presentation on the key elements of Online Marketing and Advertising

1. Online Marketing and
Advertising
@leighjewiss
Illawarra

2. What we will learn tonight
The basics, strategies and
how-to’s for:
• organic marketing – how-to
& tips, understanding your
audience
• paid advertising –
discovering paid channels
• Putting it all together

3. Organic vs Paid Traffic

4. Organic vs Paid Examples
Organic (Free) Paid
Content Marketing
Blogs
Promotions
Campaigns
Google Adwords
Search Engine Marketing (SEM)
- Search Engine Optimisation
(SEO)
Facebook
- Advertising
- Boosted Posts
Social Media Banner Advertising

6. Content Marketing Done Right

7. Good Content Marketing Gets Results (most of the time)
• On day 1 the campaign received almost 6 million views
(that’s more than Obama’s victory speech)
• On day 2 old spice had 8 of the 11 most popular videos online
• On day 3 the campaign had reached over 20 million views
• After the first week old spice had over 40 million views
• The Old Spice twitter following increased 2700%
• Facebook fan interaction was up 800% from 500,000 to 800,000.
• OldSpice.com website traffic was up 300%
• The Old Spice YouTube channel became the all time most viewed channel
• Subscribers to the YouTube channel more than doubled, from 65,000 to 150,000
• The campaign increased sales by 27% over 6 months since launching
• And in the last month sales were up 107%
• Old spice is now the #1 body wash brand for men.
• 1.2 billion earned media impressions, including features on national broadcast
networks and international media outlets
Sources: http://www.jeffbullas.com/2011/08/30/11-social-media-marketing-lessons-from-the-old-spice-campaign/
http://www.kinesisinc.com/branding/old-spice-guy-brings-107-increase-in-sales/
http://www.dandad.org/en/old-spice-response-campaign/
https://www.pg.com/en_US/downloads/innovation/factsheet_OldSpice.pdf

8. The Magic of Going Viral

9. Good Content Marketing Gets Results (most of the time)
Sources: http://www.volvotrucks.com/trucks/NewZealand-market/en-nz/newsmedia/pressreleases/Pages/pressreleases.aspx?pubid=16914
• Viewed more that 72 million times
• been shared over 6 million times on social networks.
• over 10 million impressions on Google.com.
• received extensive media coverage from all over the
world: the commercial has been the subject of
approximately 20,000 editorial pieces online so far.
• an estimated earned media value of €70 million.

10. Who Does Content Marketing Well?
• What Lorna Jane does better than most brands is live (and effectively communicate) its philosophy, or
reason for being - 'Move Nourish Believe'; so much so it has become a key content driver for the
company.
• Its standalone Move Nourish Believe website essentially acts as the brand's content hub - it features
heaps of articles of interest and relevance to its target audience (i.e. it doesn't just bang on about Lorna
Jane products but covers topics such as healthy eating, skincare, lifestyle and motivation, plus profiles of
Lorna Jane 'active living advocates'); plus forums,videos, healthy recipes and details regarding Lorna
Jane events.
• Social media platforms such as Facebook (close to 900,000 likes), Twitter (23,500
followers), YouTube(where its videos continue to rack up multiple of thousands of views), Tumblr (for
daily doses of inspiration and motivation), Instagram (180,000+ followers) and Pinterest (17,000
followers).
• The brand also has a free iPhone app that "Track your runs, walks and cycles via your iPhone GPS while
you move to live an active life".
Source:http://prwarrior.typepad.com/

11. Creating a Community

12. What is Content?
• Articles
• Books/eBooks
• Brochures/manuals
• Case Studies
• Information Guides
• Microsites/Web Pages
• Online Courses
• Podcasts/Videocasts
• Presentations
• Product Data Sheets
• Reference Guides
• Resource Libraries
• RSS/XML Feeds
• Videos
• Visual Content
• Webinars/Webcasts
• White Papers
• Workbooks
• Status Updates
• Comments
• Events/Marketing
Rule: Content should to be able to communicate
and engage with your customers

13. Some of the things to add to your content
marketing strategy
• Become THE expert in your field
• Create a blog
• Create a newsletter
• Can you make an ebook?
• Can you make a video review?
• Can you create a community?
Add value to your customers (give them a reason
to connect, follow and become your brand)

14. Where to Find the Content (Cheat’s Guide)
• Gmail Alerts
• All Top
• Online Forums
• Industry Magazine Articles
• Competitor
• Your Fans/Followers

16. Search Engine Optimisation – The Basics
How to improve your ranking:
• Using keywords and keyword analysis.
• Link building to improve link popularity.
• Creating and publishing excellent content.
• Using social media links on sites such as Facebook and Twitter.
• Improving your site's navigation to provide an excellent user
experience.
Source: http://www.mybloggertricks.com/2014/01/how-google-changed-seo-in-2013.html
http://moz.com/beginners-guide-to-seo/how-search-engines-operate
‘Search engines have two major functions - crawling & building an
index, and providing answers by calculating relevancy & serving
results’.

17. Social Media

18. Who is your customer?
• Describe your customer persona
• What you they look like?
• Demographic, Gender
• What do they like?
• Style, Trends
• What are their hobbies?
• What do their lives look like?
• Who is actually using your
product?
• Are you marketing to the
decision maker/influencer?
Question 1

19. Understanding Who is Your Audience

20. Choose the Best Social Media Channel for You

21. Where are your customers?
Here are some of our surprising findings:
• Facebook still skews young, but the 45- to 54-year-old age bracket has seen 45%
growth since year-end 2012. Among U.S. Internet users, 73% with incomes above
$US75,000 are on Facebook (compared to 17% who are on Twitter). Eight-six per
cent of Facebook’s users are outside the U.S.
• Instagram: 60-eight per cent of Instagram’s users are women.
• Twitter has a surprisingly young user population for a large social network — 27%
of 18 to 29-year-olds in the U.S. use Twitter, compared to only 16% of people in
their thirties and forties.
• LinkedIn is international and skews toward male users. NOTE: B2B
• Google+ is the most male-oriented of the major social networks. It’s 70% male.
• Pinterest is dominated by tablet users. And, according to Nielsen data, 84% of U.S.
Pinterest users are women.
• Tumblr is strong with teens and young adults interested in self-expression, but only
8% of U.S. Internet users with incomes above $US75,000 use Tumblr.
Source: Business Insider Australia, 2014
Question 2

22. Fine Tuning the What & the Where
4.3 times more likes than the
average post (of the 100 posts we
analysed on the Caterpillar page)
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

23. Fine Tuning the What & the Where

24. Fine Tuning the What & the Where
5 times more likes than the average post
(of the 100 posts we analysed on the
Stobart Group page)
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

25. Fine Tuning the What & the Where
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
16 times more likes than the average
post (of the 100 posts we analysed on
the Simply Business page)

26. Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp
12 times more likes than the
average post (of the 100 posts we
analysed on the Screwfix page)

27. Rule of Thumb – The Schedule

28. Invest in understanding Social Media
Did you Know?
Facebook recently revised their guidelines: ads will not be
approved for placement in the News Feed because the ad
image is more than 20% text. Instead, use ad images that are
mostly graphic with minimal text.
Source: http://www.amyporterfield.com/2013/03/7-tips-to-create-facebook-ads-that-convert/

29. What do you want to achieve?
If you don’t know what you
want, you can’t decide what you
need to do, and you won’t know
if you’ve been successful after
you’ve done it.

30. What to Do Next?
• Why do people use your service/buy your products?
• What makes you difference from your competitor?
• What makes you different from your competitor?
• What is your experience/skills?
• What ‘perception’ do you want to portray?
• What will be your voice? Your tone? (Business/Personal)
• What will you look like? (Bright, Professional, Strong, Soft, Caring,
Inspiring, Bold)
• Does this match your ideal audience? Your target market?
• What are you trying to achieve?
• Awareness
• Engagement
• Purchasing
• Advocacy
Question 3

31. Types of PAID Advertising
• Google Adwords
• Facebook
• Post Boosting
• Advertising
• Banner Ads

32. Google Adwords

33. Google Adwords
• Google Adwords Video
• Keyword Planner and Campaign builder

34. Understanding Your Advertising Purpose
• How much are you willing to pay for advertising
• Understand conversation rate
• Review your advertising
• Test, measure, review
• Why are you advertising online
• Are you going to be like McDonald’s? (long term)
• Campaign driven (short term)
• Know your advertising BUDGET!
• Know your advertising PURPOSE!

35. Facebook Post Boost

36. Facebook Ads
• https://www.facebook.com/ads/create/
• What makes a good ad
• Relevant to your target audience
• Clear & Compelling Call To Action
• What are you trying to say
• What are you hoping to achieve from your ad
Source: http://blog.hubspot.com/blog/tabid/6307/bid/33319/10-Examples-of-Facebook-Ads-That-Actually-Work-And-Why.aspx

37. Facebook Ad Manager
• https://www.facebook.com/ads/manage/pages.p
hp?act=10151458848713269

38. Banner Ads

39. More help – Digital Business

40. WHO?
Thank You
Leigh Jewiss
Digital Enterprise Program Coordinator
Regional Development Australia Illawarra
Ph: +61 2 4227 4500
Eml: leigh@rdaillawarra.com.au
@leighjewiss @rdaillawarra
au.linkedin.com/in/leighjewiss/

41. Partners
Training Partners
Support Partners
Program Coordinator