Managing Digital Marketing Toolkit

Managing today’s digital marketing toolkit

A master class for clients and friends of Alexander’s

by Pete Codella, APR
Alexander’s Vice President of Marketing and Public Relations
September 26, 2012

Alexanders.com | PeteCodella.com bit.ly/UbZWYi

1
82.6% of Internet users use search

Alexanders.com | PeteCodella.com

2
70% of the links search users click on are organic


3
75% of users
never scroll past the first page of search results


4
80% of search engine users say they
occasionally/rarely/never
click on the sponsored search results


5
93% of online experiences
begin with a search engine


6
Search is the #1 driver of traffic to sites,
beating social media by 300%


7
For Google, 18% of organic clicks go to #1 position,
10% of organic clicks go to the #2 position, and 7%
of organic clicks go to the #3 position


8
42% of all searchers click on the top-ranked result
compared to PPC clicks

When searching, only 23% click a PPC link

9
39% of customers come from search


10
50% of consumers are more likely to click on a
search result if the brand appears multiple times on
the results page


Alexanders.com | PeteCodella.com from NPR’s Wait, Wait Don’t Tell Me – 10.22.11

website
blog
newsroom


Alexanders.com | PeteCodella.com bit.ly/keywordtool01

Your top 25

Identify the top 25-30 keywords and phrases for
your people, products, brands and services


Know your rank

Periodically identify how many of the first page
search results (for your top keywords) are due to
your online publishing efforts


Alexanders.com | PeteCodella.com google.com/analytics

Other metrics
In addition to Analytics, measure social media
engagement like:
• Content published and shared
• Follows
• Likes
• Comments and discussions
• Retweets

Monitoring via RSS
• Gmail account
• Google Reader
• Google Blog Search
• Google News Search
• Twitter Search

Can use any online search with an RSS option

7 steps to free Internet monitoring
1. Google Search — set the baseline for your keyword(s)
2. Create a Gmail account
3. Set-up Google Reader
4. Do a Google Blog Search
5. Do a Twitter search
6. Add RSS feeds for your search results to your Reader
7. Subscribe to Google Alerts


Search optimization through
social media channel publishing


Content is king


Content curation


Plan your publishing
Identify content – an editorial calendar
Gather resources – people, technology


Not just for youngsters


Facebook is for people . . .
It’s also for brands.


Top 50

Alexanders.com | PeteCodella.com bit.ly/ Ox3Jm0

What to post
• Links to important Web pages
• Blog posts
• News releases
• In the news items
• Videos
• Photo galleries
• Online presentations
• Awards received

Practical matters
• Identify the objective for the page
– Who’s your target audience?
– What do you want them to do there?
• Goals
– How many likes do you want?
• Set a vanity URL (facebook.com/username)
• Keep it fresh — people expect frequent (like daily)
updates
• Have fun!

Google+ vs. Facebook
• Circles – more intuitive
• Hangout – video chat with groups
• Huddle – chat on mobile devices
• Location – easily shared on Google+
• Spark – searches for related content


Tips
• Use your CEO as a community manager
• Host hangouts, social events
• Create circles for notable employees
• Use author tags on company blog posts to link to
Google+ (and LinkedIn) profiles


Search
• It’s Google!
• Google+ pages are excellent for search
optimization
• Also gives your website authority
• SEO = people
rely on their social connectivity


First things first
• Profiles – 100% complete
• Company profile
• Join groups (public/private)
• List and apply for jobs
• Post and answer polls
• Link to other channels – SlideShare, Twitter,
blogs, etc.

Microblogging


A few Twitter tools
TweetDeck
HootSuite
Bitly
Twitter search
Topsy
Bing social
Twellow

Alexanders.com | PeteCodella.com search.twitter.com

Alexanders.com | PeteCodella.com bing.com/social

you can follow: pins, boards, people


you can add


Content types
• Images that show detail, close-ups
• Infographics
• Contests, promotions
• Behind the scenes
• Video galleries
• Repins from brand champions
• Thought leadership
• Curation at its finest

Search optimization

caption
caption
caption!

add the Pin it button
to all your content


management tool, stats

your Pinterest influence score


Why blog?
• Search optimization benefits
• Be a thought leader
• Engage with online constituents and influencers
• Provide commentary, news and information
(not just about your company)

• Platform for a genuine, human voice, not
corporate-speak


Business blogging stats
• Companies that blog get 55% more Web traffic
and 70% more leads than those that don't
• B2B companies that blog generate 67% more
leads per month than those that don’t
• Businesses that blog at least 20 times per month
generate 5X more traffic and 4X more leads than
those that only blog a few times per month

Alexanders.com | PeteCodella.com marketing.grader.com

Why WordPress?
• Open source
• Inexpensive
• Search optimized
• Plethora of templates and plugins


Naming strategy
1. Standalone domain
2. Subdomain
3. A folder on your main domain
4. A free service
Examples of strategies 1-4 above:
1. CommunicationTransformed.com
2. Blog.Alexanders.com
3. Alexanders.com/Blog
4. Alexanders.WordPress.com

Publishing guidelines
• Focus
• 200-300 words per post
• Blog at least weekly
• Original content – use trending topics as a
springboard
• Be genuine
• Use multimedia
• Socialize – make it easy to comment and share

Open dialogue
• Use the blog as a platform to have an open,
honest conversation
• Moderate comments; don’t delete them just
because they’re negative/critical
• Always address complaints/criticisms


Sharable
Be sure your content can be easily shared
in bite-sized, snackable pieces


YouTube stats
• #2 search engine worldwide
• 3rd most traffic worldwide, behind Facebook and
Google
• More than 4 billion hours of video watched
monthly
• 72 hours of video uploaded every minute
• Traffic from mobile devices tripled in 2011


Alexanders.com | PeteCodella.com youtube.com/t/press_statistics

YouTube for business
• It’s your free online advertising channel
• Search for your keywords, any competition?
• Build a video campaign around keywords — must
be driven by video title, description and tags


Current trends and resources


Alexanders.com | PeteCodella.com wiki.beingpeterkim.com

Alexanders.com | PeteCodella.com SocialMediaGovernance.com

10 steps for businesses
1. Claim your name on as many platforms as possible
2. Pick your poison — decide which tools you’ll use
and why
3. Plan your publishing — both content and people
resources
4. Build your online networks — this is the new
advertising ‘reach’
5. Listen!

10 steps for businesses
6. Give VIP treatment to your social media friends
7. Create fun, unique, engaging content
8. Be consistent (stick to your plan, #3) and be persistent
9. Engage with your online network to build stronger
relationships
10. Monitor, measure and track your involvement;
compare it to other initiatives (advertising, events,
sales, etc.)


Monitoring and measurement
Alexa alexa.com
Alterian socialmedia.alterian.com
Argyle Social argylesocial.com
BackTweets backtweets.com
BlogPulse blogpulse.com
BoardTracker boardtracker.com
Brandwatch brandwatch.com
Collective Intellect collectiveintellect.com
Compete compete.com
CustomScoop customscoop.com
CyberAlert cyberalert.com


Cymfony cymfony.com
Delicious delicious.com
Digg digg.com
FeedBurner feedburner.com
Filtrbox filtrbox.com
Fliptop fliptop.com
Google Alerts google.com/alerts
Google Analytics analytics.google.com
Google Trends google.com/trends
IceRocket icerocket.com
Klout klout.com


Lithium lithium.com
Quantcast quantcast.com
Quarkbase quarkbase.com
Radian6 radian6.com
Sentiment360 sentiment360.com
SM2 by Techrigy techrigy.com
Social Mention socialmention.com
Social Oomph socialoomph.com
SWIX swixhq.com
Sysomos sysomos.com
Technorati technorati.com


Trackur trackur.com
TweetBeep tweetbeep.com
Visible Technologies visibletechnologies.com
Website Grader websitegrader.com
Wikiscanner wikiscanner.virgil.gr
Wordle wordle.net
Xinu xinureturns.com
YouTube youtube.com
ZoomInfo zoominfo.com

Internet search
Bing Social bing.com/social
Google google.com
MSN msn.com
WolframAlpha wolframalpha.com
Yahoo yahoo.com


Questions, comments and
discussion


Alexanders.com | PeteCodella.com about.me/petecodella

Pete Codella, APR
Accredited in Public Relations

TXT prpete to 50500
for my SMS business card
by Contxts.com


Managing Digital Marketing Toolkit

Managing Digital Marketing Toolkit

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