The 3 Key Steps to Getting Found Online: Paid, Owned and Earned
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There is a problem in getting found online and that is with over 215 million websites and more than 150 million blogs that there is a lot of clutter and noise that you need to breakthrough to get noticed. In this presentation we look at 3 key strategies to be found online. Paying for it, optimizing your owned online assets and earning it. This involes takiWhat are the
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The 3 Key Steps to Getting Found Online: Paid, Owned and Earned
- 1. 3 Key Steps to Getting Found Online: Paid, Owned & Earned Speaker: Jeff Bullas Date: Sept 1, 2011
- 4. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export The Problem
- 5. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export The Problem
- 6. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Technology Can Be A Challenge
- 7. Professional Education & Training Driving excellence in International Trade for 50 years Think Digital, Go Global “ Digital Marketing is the promoting of brands using all forms of digital advertising channels to reach consumers”
- 8. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Digital Marketing
- 9. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Paid Media
- 15. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Case Studies: Paid Old Spice :
- 16. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Case Studies: Paid The Luggage Professionals
- 17. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Case Studies: Paid Toys Paradise
- 18. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Takeaway: Paid They are the catalyst to fast track your digital marketing for being found online
- 19. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Owned Media Website Blog Social
- 22. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Challenges of Owned
- 23. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Challenges of Owned
- 26. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned: Search Search Engine Optimisation (SEO)
- 27. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned: Optimizing Search Optimizing the Website and Blog
- 28. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
- 29. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
- 30. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
- 31. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
- 32. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
- 33. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Social Media
- 34. Professional Education & Training Driving excellence in International Trade for 50 years Social Media Revolution YouTube Video – Social Media Revolution 2 Refresh
- 35. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Content – Media Types
- 36. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Optimising Owned Optimizing Content - Publish to Multiple Social Media Channels
- 38. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Measuring Owned Google Analytics
- 39. Professional Education & Training Build your knowledge and skills with the Australian Institute of Export Measuring Owned Facebook Insights
- 41. Professional Education & Training Driving excellence in International Trade for 50 years CASE STUDIES: JeffBullas.com
- 42. Professional Education & Training Driving excellence in International Trade for 50 years CASE STUDIES: AussieBum.com.au
- 44. Professional Education & Training Driving excellence in International Trade for 50 years CASE STUDIES: Shoes Of Prey
- 46. Professional Education & Training Driving excellence in International Trade for 50 years Case Study: Wine Library TV
Notas do Editor
- Noise, Clutter and Competition Over 90% of all click throughs to websites are from the first page of a Google search Does your company appear on page one for any of its key words and phrases that potential buyers will be using?
- In 60 seconds Nearly 700,000 searches 600 Videos are uploaded to YouTube 80,000 Facebook Wall posts Every 2 days we create as much information as we did since the dawn of time till 2003
- In the last quarter of 2010 More than 104 advertisers delivered more than 1 billion display ads 10 delivered 3-5 billion 12 delivered 5-10 billion 4 delivered more than 10 billion display ads
- http:// www.youtube.com/watch?v =kAG39jKi0lI A funny sketch from Ronnie Corbert (of previous “The 2 Ronnies” Fame)
- The EWeb gives us access to a global village 1. The web provides us with a global reach 2. We have tools that allow us to market globally Email Facebook 3. Sell while you sleep Blogs YouTube
- 1. BOUGHT or PAID This is where you pay to participate. This could be display ads on Facebook or paid search on Google. This media can be treated as a catalyst that feeds owned and creates earned media 2.OWNED A channel a brand owns. This could be your website, blog, Facebook page or Twitter account This is where you are building a long term on-line asset and relationship with existing and potential customers that continues to build the more you invest. Investing in this is often overlooked because it doesn’t produce immediate benefits 3. EARNED Customers respond to your marketing and become the channel (crowd sourced marketing). This can be word of mouth (WOM), buzz and viral. This is where you listen and respond and stoke the fires. This is often the result of a well executed and well coordinated owned and paid media.
- Google Adwords 2. Facebook Marketing 3. LinkedIn Advertising 4. Twitter Sponsored Tweets
- This is only limited by Budget and Resources Facebook ad can be placed in less than 10 minutes Targeted Measured
- 1 Trillion Banner ads on Facebook last year 2. The average click through rate from banner advertising on the Internet is 2.1%. 3. Banner ads (paid) only get 25% of all click throughs organic receive the other 75%
- Before paying cash for banner ads, find out if you can trade or barter your services or products in exchange for the ads. If you also have a site worth advertising on, find out if you can trade banner ads for banner ads. Bottom line: First step is to find non cash spending ways to get your banner ad out. Negotiate, negotiate, negotiate your banner ad rates. Remember that only 7% of all sites (IMHO) are actually SOLD OUT, and the other remaining sites are NOT sold out, which means you can buy at a discount. To get your discount, ask the website owner this questions, "What level is your site sold out? or is it sold out? Has it ever been sold out?" These are questions that make many website owners squirming....and some will lower their price. Animated banners often outpull non animated banners 4 to 1. Your offer must be clear and compelling, and will be a crucial determining factor for your banner ad campaign success. Test your headlines. Experiment with the word "Free" in your banner. Use "Limited Time Offer" or something that suggests you must act now. Your banner ad should be graphically/visually compelling, carry on your current marketing colors and theme, be under 15k to 20k in size for fast loading, and have ALT-TEXT included for folks who have graphics shut off in their browser. Expect average response of 1% to 10-15% on a good campaign ONLY. Make sure the website you are advertising gives you a real time login if you don't have one yourself, to track the effectiveness of your banner ad campaign (via clickthrough rate & # of displays per day) before it's too late to make changes or correct a failing banner ad promo. Ways To Increase Click Through Rate by at least 15%: Have a 'Call To Action' in the banner, pose a question, have an outrageous offer or graphic, add a picture of a female, having an incomplete thought, banner on top and bottom of the web page, and/or make your banner ad bigger than life so that it barely fits in the allowed space. BONUS TIP You must TARGET your banner ad to be viewed on websites ONLY where you have determined that your target audience visits. General banner ads on general sites will usually have a very low success rate.
- Sign in to your AdWords account at https:// adwords.google.com
- http://bcove.me/xg59sl52
- Over 90% of all clicks through to a website come from being on page one of a search result page Over 40% of all clicks go to a website that ranks number one on Google 25% of all clicks are to paid Google banner ads
- Over 90% of all clicks through to a website come from being on page one of a search result page Over 40% of all clicks go to a website that ranks number one on Google 25% of all clicks are to paid Google banner ads
- Sign in to your AdWords account at https:// adwords.google.com
- OWNED A channel a brand owns. This could be your website, blog, Facebook page or Twitter account This is where you are building a long term on-line asset and relationship with existing and potential customers that continues to build the more you invest. Investing in this is often overlooked because it doesn’t produce immediate benefits
- Investing in these online digital assets is vital in a digital world In some industries 90% of all online purchases start with an online search are they going to find you and discover an online property that represents your brand that impresses or turns them away The “Reception Desk Analogy” 100 visitors to your office vs 1000 to your online reception or store Online store should have the same investment as your bricks and mortar store
- 3 Elements to Trust 1. Unknown of the Internet 2. The social web where friends refer a company, website or a product 3. Repetition Edelman Trust Barometer
- 3 Elements to Trust 1. Unknown of the Internet 2. Friends online van build online trust through the social web where friends refer a company, website or a product 3. Repetition is important Edelman Trust Barometer
- Developing a Digital Marketing Strategy is Vital Design your Website and Blog for Easy sharing Produce, Publish and Promote Great content
- Optimizing Website and Blog Onsite – Good coding, Meta description, keywords, images with descriptions plus a blog with constant content publishing and promotion Offsite- Inbound links and active social media participation. Google as part of its ranking of websites and blogs ranks sites according to the importance of the sites that link to them Social media sites that link to the blog and website
- Optimising every element Images Video Websites Blogs Local Real-Time
- Optimizing Website and Blog Onsite – Good coding, Meta description, keywords, images with descriptions plus a blog with constant content publishing and promotion Offsite- Inbound links and active social media participation. Google as part of its ranking of websites and blogs ranks sites according to the importance of the sites that link to them Social media sites that link to the blog and website
- Discovered by SEO, Found Via a social share online or you email it Provide Media in a variety of formats Make it shareable We are now on a social web with 2 way communication
- Publish once a day Link to other online properties Engage with your customers (ask questions) Create a Welcome landing page fro your Facebook “Page”
- Brand your Twitter account Link to your website Use keywords in your description on Twitter Build followers
- Create a public profile with professional up to date information Link your website, blog and Slideshare account on your profile Participate in associated industry groups (Marketers your target audience join their groups and participate) Publish topical information and content
- Brand your YouTube account with links to website and blog with category and keyword tags Produce “How to Videos” Promote on Twitter and Facebook
- If you are in the knowledge industry then Slideshare can be a great way to share your thought leadership and expertise in a graphical format Create an account with links to your blog or website Include a description Tag it with keywords Promote presentations on Facebook, Twitter and Slideshare Embed in a blog post with an introduction of 150 to 200 words
- 126 million – The number of blogs on the Internet (as tracked by BlogPulse). 84% – Percent of social network sites with more women than men. 27.3 million – Number of tweets on Twitter per day (November, 2009) 57% – Percentage of Twitter’s user base located in the United States. 4.25 million – People following @aplusk (Ashton Kutcher, Twitter’s most followed user). 600 million – People on Facebook. 50% – Percentage of Facebook users that log in every day. 500,000 – The number of active Facebook applications. 4 billion – Photos hosted by Flickr (October 2009). 2.5 billion – Photos uploaded each month to Facebook. 30 billion – At the current rate, the number of photos uploaded to Facebook per year. 1 billion – The total number of videos YouTube serves in one day. 12.2 billion – Videos viewed per month on YouTube in the US (November 2009). 924 million – Videos viewed per month on Hulu in the US (November 2009). 182 – The number of online videos the average Internet user watches in a month (USA). 82% – Percentage of Internet users that view videos online (USA).
- Provide content in a wide range of media at your blog Gen Y Likes video Baby boomers like emails and text Some people like Twitter and others prefer Facebook
- 1. Publish Centrally 2. Distribute it everywhere (remember the Edelman trust repetition factor) 3. People prefer different media and platform preferences
- Owned and Rented online assets Shareable Optimised
- 160,000 plus FB fans 16,000 Twitter followers Thousands of YouTube Views
- Work Hard Listen Be patient and persist Use Tools to find online communities in your niche Advanced Twitter search http://search.twitter.com/advanced , Twellow.com and Google blog search http://blogsearch.google.com/ Blogger outreach Uniqueness “smells like gasoline Connect through social media Online video blogging is growing Passion shines through
- Work Hard Listen Be patient and persist Use Tools to find online communities in your niche Advanced Twitter search http://search.twitter.com/advanced , Twellow.com and Google blog search http://blogsearch.google.com/ Blogger outreach Uniqueness “smells like gasoline Connect through social media Online video blogging is growing Passion shines through
- Crowd Sourced sharing at global industrial scale Earning Media is about engaging with consumers on their terms and gaining trust based on genuine understanding. Consumers don’t trust advertising, but they do trust peer recommendation . As long as brands don’t abuse this situation, then this leads to better quality, more authentic and more relevant marketing. Earning Digital Media Earning digital media doesn't mean it's free. It's not. It's just that instead of paying directly for a placement or making arrangements with a partner—you are paying for the time and resources of people who will investigate what's being said about your brand and engage on your behalf. These can be employees, contractors, agencies etc. but it requires manpower and effort. However, the reason the "media" (apologize for lack of a better term) is earned is because you can never actually buy it. The people talking about your products and services are never compensated by an agency or network—however they can be set into action by triggers you've put in place. This could mean establishing a relationship, sharing news, seeding content, talking to, and in general interacting with the people who actually care about your product or even better the topics associated around them. Earned media is tricky, and no one has figured this out exactly yet, however it's real and the search engines pick up on it. The trick is figuring out how to meaningfully participate in the spaces where your brands, products and services are relevant.
- Benefits of Earned World of Mouth has high trust levels Long lasting it remains on blogs, websites and social channels World Wide reach reaches 2 Billion potentiall not just 25 million in Australia
- Challenges of Earned You are dependent on Retweets, Facebook shares and Facebook likes You have no control over sentiment except for your initial content that you publish
- Strategy important Requires multiple participation across as many appropriate Social media Channels as possible Content in different media Mass media integration synergised with social media Keep feeding the channels
- Look at Sam Makhoul as sample website here Search Engines Social Web Mobile Internet eCommerce What does this mean for your business/ for your website?
- Old Spice Earned 60% increase in Facebook Fans in one month 2,700% increase in Twitter followers YouTube Subscribers more than doubled to 150,000 Will It Blend 12 million views of will it blend over 4 months
- Created a Multiple Channel Marketing Strategy 1. Mass Media Event - Super Bowl and Television 2. Digital and Social Media SEM and SMM Published on YouTube, Twitter and Facebook
- 1. Keep Your Videos Short and Snappy Originally one of the rules of thumb for on-line videos was that they shouldn’t be any longer than two minutes but the Old Spice YouTube videos were mostly less than a minute and as short as 17 seconds. They have taken “snappy” to a new level. 2. Turn Your Advertising into “Content” that is Easy to Share A traditional offline video is hard to share, so making your ad into a YouTube video enables it to be shared and the distribution crowd sourced. 3. Make you Marketing Content Searchable I don’t know about you but sometimes you see a funny ad on TV and you have to wait for it to be replayed to view it again. Publishing on-line as well as off-line makes it searchable and able to be viewed on demand. 4. Be Everywhere Marketing on as many appropriate multi-channel and multi-media marketing channels using social media ensures that broadest possible distribution is achieved by tapping into viewers media and platform preferences. The agency participated and promoted across many social media channels and networks including Facebook, Twitter and YouTube. The campaign wasn’t just published on social media channels but also the promoted using social media marketing to spread the brand message. 5. Respond in Real Time In 24 hours the old spice guy responded to Tweets (including a marriage proposal) with 116 YouTube videos (The crew was given 7 minutes to record each video including the writing and the shooting with only one or two takes). This princilple of real time response can include responding to comments on Facebook and tweets on Twitter to keep the conversation rolling. 6. Use Other People’s and other Media’s Networks (for free) The Wieden + Kennedy campaign decided to respond to Tweets with YouTube video responses and when the “Old Spice” guy responded to “The Ellen Show” tweet with a YouTube video then of course this was broadcast to millions on her shows network. Individuals with large on-line influence such as Guy Kawasaki and Perez Hilton had video responses which tapped into their large personal brand audiences globally. Tap into large networks by giving them the attention they want and crave and they will spread it for free to their distribution networks whether that be Facebook, television or Twitter. 7. Use Social Media to Activate Mass Media This then leads us to another lesson. If your social media marketing is good enough, mass media will pick it up, especially if it has humour and entertainment value and will advertise it for free to millions of their viewers and readers. 8. Keep the Content Pumping Savvy bloggers know this marketing secret and that is to keep the content pumping. The “Old Spice” campaign which was video centric managed to produce 100′s of videos led by a team of 4 writers, a camera crew and a half naked actor. The approach was certainly quantity over quality which social media advocates will recognise. Don’t wait for your post to be perfect before hitting the publish button because it never will be. 9. Drive Engagement through Personalization One of the writers behind the Old Spice campaign Jason Bagley said. “ No one expects to ask a question and then be responded to. I think that’s where we broke through .” The marketing team responded personally to tweets with custom YouTube videos, this both surprised and amazed the global audience. 10. If it Works Keep Repeating a Proven Formula The old saying “when your on to a good thing stick to it” applies very much to this marketing success which initially started with the Super Bowl YouTube video which received 100,000 views every few hours has been repeated twice with a new angle every time. The second time was a 2 day marathon of high quality personalized video responses to questions asked by fans on Twitter and YouTube. The latests reiteration was last month with a rival introduced called Fabio (an ageing male super model) and cleverly called the “New Old Spice Guy 11. Add a Negative Twist The creators of the campaign decided to add a negative twist to rejuvenate the campaign by introducing a rival “Fabio” the “New Old Spice Guy” and had the viewers vote on who they preferred . This produced a lot of “Buzz” online and negative comment (viewers “loved” Isaiah Mustafa the original old spice guy) that continued to drive the viral conversation with the original “Old Spice Guy of course winning the competition. I have found negative headlines to produce much better responses than the positive angle eg “ 30 Things You Should Not Share on Social Media ” What impressed you about this campaign?
- 1. Keep Your Videos Short and Snappy Originally one of the rules of thumb for on-line videos was that they shouldn’t be any longer than two minutes but the Old Spice YouTube videos were mostly less than a minute and as short as 17 seconds. They have taken “snappy” to a new level. 2. Turn Your Advertising into “Content” that is Easy to Share A traditional offline video is hard to share, so making your ad into a YouTube video enables it to be shared and the distribution crowd sourced. 3. Make you Marketing Content Searchable I don’t know about you but sometimes you see a funny ad on TV and you have to wait for it to be replayed to view it again. Publishing on-line as well as off-line makes it searchable and able to be viewed on demand. 4. Be Everywhere Marketing on as many appropriate multi-channel and multi-media marketing channels using social media ensures that broadest possible distribution is achieved by tapping into viewers media and platform preferences. The agency participated and promoted across many social media channels and networks including Facebook, Twitter and YouTube. The campaign wasn’t just published on social media channels but also the promoted using social media marketing to spread the brand message. 5. Respond in Real Time In 24 hours the old spice guy responded to Tweets (including a marriage proposal) with 116 YouTube videos (The crew was given 7 minutes to record each video including the writing and the shooting with only one or two takes). This princilple of real time response can include responding to comments on Facebook and tweets on Twitter to keep the conversation rolling. 6. Use Other People’s and other Media’s Networks (for free) The Wieden + Kennedy campaign decided to respond to Tweets with YouTube video responses and when the “Old Spice” guy responded to “The Ellen Show” tweet with a YouTube video then of course this was broadcast to millions on her shows network. Individuals with large on-line influence such as Guy Kawasaki and Perez Hilton had video responses which tapped into their large personal brand audiences globally. Tap into large networks by giving them the attention they want and crave and they will spread it for free to their distribution networks whether that be Facebook, television or Twitter. 7. Use Social Media to Activate Mass Media This then leads us to another lesson. If your social media marketing is good enough, mass media will pick it up, especially if it has humour and entertainment value and will advertise it for free to millions of their viewers and readers. 8. Keep the Content Pumping Savvy bloggers know this marketing secret and that is to keep the content pumping. The “Old Spice” campaign which was video centric managed to produce 100′s of videos led by a team of 4 writers, a camera crew and a half naked actor. The approach was certainly quantity over quality which social media advocates will recognise. Don’t wait for your post to be perfect before hitting the publish button because it never will be. 9. Drive Engagement through Personalization One of the writers behind the Old Spice campaign Jason Bagley said. “ No one expects to ask a question and then be responded to. I think that’s where we broke through .” The marketing team responded personally to tweets with custom YouTube videos, this both surprised and amazed the global audience. 10. If it Works Keep Repeating a Proven Formula The old saying “when your on to a good thing stick to it” applies very much to this marketing success which initially started with the Super Bowl YouTube video which received 100,000 views every few hours has been repeated twice with a new angle every time. The second time was a 2 day marathon of high quality personalized video responses to questions asked by fans on Twitter and YouTube. The latests reiteration was last month with a rival introduced called Fabio (an ageing male super model) and cleverly called the “New Old Spice Guy 11. Add a Negative Twist The creators of the campaign decided to add a negative twist to rejuvenate the campaign by introducing a rival “Fabio” the “New Old Spice Guy” and had the viewers vote on who they preferred . This produced a lot of “Buzz” online and negative comment (viewers “loved” Isaiah Mustafa the original old spice guy) that continued to drive the viral conversation with the original “Old Spice Guy of course winning the competition. I have found negative headlines to produce much better responses than the positive angle eg “ 30 Things You Should Not Share on Social Media ” What impressed you about this campaign?
- Brand Awareness Videos viewed 40 million times Total brand views 110 million Sales results After 3 months Sales jumped 55 percent In one month they increased sales by 107 percent
- Will It Blend 12 million views of will it blend over 4 months
- Will It Blend Brand Awareness 12 million views of will it blend over 4 months Sales Results Increased sales by 500%