11. SEO,
In
a
nutshell
Page
Coding
• Code
all
pages
to
conform
to
SEO
best
prac7ce
• Enable
Search
Engines
to
find
and
catalogue
the
informa7on
in
the
web
pages
more
effec7vely
Keywords
• Keyword
Research
• Enrich
site
copy
with
keywords
and
keyword
density
• Inject
keywords
into
page
7tle,
meta
tags,
etc
Link
Building
• Search
Engine
Submissions
• Directory
Lis7ngs
• Ar7cle
Submissions,
Blog
Posts,
Blog
Comments,
etc
12. Google
Analy7cs
• Analy7cs
tell
you
how
visitors
found
your
site
and
how
they
interact
with
it.
• Analy7cs
compares
the
behavior
of
visitors
who
were
referred
from
digital
adver7sing,
keywords,
search
engines,
and
emails,
giving
valuable
insight
into
how
to
improve
your
site's
content
and
design.
• Google
Analy7cs
is
one
of
the
most
popular
globally,
and
free
to
use.
14. Making
Sense
of
YOUR
Content
• Is
comprised
of
images,
graphics,
copy
(text),
video,
audio,
documents,
etc.
• Has
to
be
developed
and/or
repurposed
for
the
target
users
to
achieve
maximum
impact.
• Brevity
is
key
due
to
users
“scanning”
rather
than
“consuming”
it
all.
• Regular
content
updates
ensures
con7nuous
engagement.
• Accuracy,
relevance
and
context
are
important.
15. The
Next
BIG
Thing:
Content
Marke7ng
• Content
marke7ng
is
a
marke7ng
technique
of
crea7ng
and
distribu7ng
relevant
and
valuable
content
to
a`ract,
acquire,
and
engage
a
clearly
defined
and
understood
target
audience
–
oben
with
the
objec7ve
of
driving
profitable
ac7ons.
17. Viral
(Content
Marke7ng)
• Viral
marke7ng
refers
to
marke7ng
techniques
that
use
pre-‐exis7ng
social
networks
and
other
technologies
to
produce
increases
in
brand
awareness
or
to
achieve
other
marke7ng
objec7ves
(such
as
product
sales)
in
a
self-‐replica7ng
manner
• It
can
be
delivered
by
word
of
mouth
or
enhanced
by
the
network
effects
of
the
Internet
and
mobile
networks
in
the
form
of
video
clips,
interac7ve
games,
advergames,
ebooks,
brandable
sobware,
images,
text
messages,
email
messages,
or
web
pages.
21. Key
insights
on
Content
Marke7ng
• Success
comes
from
commidng
to
the
hard
work
(RedBull
Stratos
took
7
years
to
put
together)
• BIG,
consistent
ideas
that
move
YOUR
“TRIBE”
• Brands
are
now
publishers
as
well
as
marketers
(RedBull
Stratos
achieved
over
US$
120M
in
equivalent
ad
spend
brand
visibility)
• Use
the
“hub
and
spoke”
approach
to
leverage
YOUR
brand
content
across
ALL
available
digital
plajorms
(fish
where
the
fish
are,
wherever
it
is,
Mobile,
Facebook,
Twi`er,
etc).
22. (Hub
and
Spoke)
Content
Marke7ng
Google
YouTube
Mobile
LinkedIn
Web
Site
Twi`er
Blog
YOUR
BRAND
Facebook
Consumer
Email
Engagement
23. Tradi7onal
VS
Social
Media
Tradi&onal
Media
Social
Media
Brand
in
control
Audience
in
control
Monologue
Dialogue
Message
repe77on
Adap7ng
the
message
Focused
on
the
brand
Focused
on
the
audience/adding
value
Educa7ng
Influencing/involving
Adver7ser
creates
the
content
User
generated
content/co-‐crea7on
24. Social
Media:
Rules
of
Engagement
Listen
Par7cipate
Facilitate
Generate
Buzz
Develop
Community
25. 5
success
factors
for
social
media
Engage
your
audience
and
make
the
campaign
fun:
Reason
to
par7cipate
(offers,
games,
challenges,
puzzles)
Give
them
something
to
remember,
share
and
talkabout
Create
something
permanent
for
post
campaign:
Campaigns
are
7me
sensi7ve–create
something
If
your
campaign
messaging
is
consistent
with
that
can
last
aber
the
campaign
finishes
e.g.
brand/product,
then
it
has
longevity
Youtube
video,
photo
collage,
applica7on
26. 5
success
factors
for
social
media
Consistency
of
message
with
the
brand/product
Requires
collabora7on
with
members
of
the
community
Members
who
are
involved
will
usually
be
generous
in
sharing
People
like
to
be
part
of
something
informa7on
with
others
within
their
network
Encourage
Conversa7ons
online
and
offline
People
who
have
knowledge
can
help
create
a
level
of
connec7vity
Empower
the
community
by
engaging
them
in
conversa7on
with
other
current
and
poten7al
customers
via
word
of
mouth
27. Social
Media
Dos
and
Don’ts
Dos
Don’ts
• If
possible,
update
your
• Always
acknowledge
Post
regular
fans
before
the
media,
or
the
fans
efforts
to
updates.
at
least
at
the
same
7me
Ignore
comments
engage
or
ques7ons
• Always
reply
in
an
Provide
individual
manner
customer
service
Fail
to
update
community
on
major
offline
Answer
• Or
let
users
know
you
will
ac7vi7es
be
in
touch
with
an
ques7ons
within
answer
soon
less
than
3
days
Use
social
media
• Communica7ons
Engage
with
the
to
broadcast
the
should
be
adapted
to
same
their
medium,
one
community
–
communica7ons
size
doesn't’t
fit
all
dialogue
with
than
offline
them
28. Mobile
Marke7ng
• Over
90%
of
all
phones
in
Africa
are
mobile.
• At
the
end
of
2011,
Africa
had
650
mobile
subscribers.
At
the
end
of
2012,
this
number
will
rise
to
735
million
• Kenya
now
has
approximately
30
million
mobile
subscribers
–
75%
mobile
penetra7on
• Mobile
accounts
for
over
98%
of
ALL
Internet
subscrip7ons
in
Kenya
–
this
trend
is
consistent
in
most
of
Africa.
Sources: GSMA and the Communications Commission of Kenya
29. “Mobile”
is
highly
fragmented
Call
Call/Text
GPRS/EDGE
Bluetooth
Mobile
WAP
QR
Code
Apps
Email
WIFI
GPS
Email
3G
Augmented
Reality
4G/LTE
30. The
reality
is
that
as
much
as
90%
of
mobile
internet
usage
in
Africa
is
done
over
low-‐cost
brands
feature
phones
that
typically
have
GPRS/
EDGE
speeds.
The
most
popular
mobile
internet
device
from
research
is
the
Nokia
1680
Classic
31. The
inexpensive
Huawei
IDEOS
kicked
off
Kenya’s
smartphone
revolu7on
2
years
ago
as
hundreds
of
thousands
of
units
sold.
Android
is
the
fastest
growing
smartphone
OS
in
Kenya.
Smartphones
are
less
than
10%
of
ALL
mobile
internet
usage
in
most
of
Africa.
32. Africa
has
become
a
global
hotspot
for
mobile
app
developers
on
feature
phones
and
smartphones.
However,
the
reality
is
that
Africa
is
a
very
nascent
mobile
app
market
with
reach
oben
being
less
than
5%
of
total
mobile
internet
traffic.
33. 7
Keys
to
Content
Marke7ng
Data
is
the
Brands
are
Content
Content
Great
ideas
Storytelling
Strategy
and
founda7on
now
needs
to
be
MUST
have
a
and
crea7ve
binds
content
commitment
for
great
Publishers
GREAT
purpose
lead
the
way
together
is
key
content