Slides from the Sept. 26, 2012 master class at Alexander's by Pete Codella, APR (PeteCodella.com). A complete event description is online at alexandersut.eventbrite.com.
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Managing today's digital marketing toolkit
1. 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
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82.6% of Internet users use search
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70% of the links search users click on are organic
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75% of users
never scroll past the first page of search results
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80% of search engine users say they
occasionally/rarely/never
click on the sponsored search results
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93% of online experiences
begin with a search engine
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Search is the #1 driver of traffic to sites,
beating social media by 300%
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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
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42% of all searchers click on the top-ranked result
compared to PPC clicks
When searching, only 23% click a PPC link
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39% of customers come from search
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50% of consumers are more likely to click on a
search result if the brand appears multiple times on
the results page
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Your top 25
Identify the top 25-30 keywords and phrases for
your people, products, brands and services
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Know your rank
Periodically identify how many of the first page
search results (for your top keywords) are due to
your online publishing efforts
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Other metrics
In addition to Analytics, measure social media
engagement like:
• Content published and shared
• Follows
• Likes
• Comments and discussions
• Retweets
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Monitoring via RSS
• Gmail account
• Google Reader
• Google Blog Search
• Google News Search
• Twitter Search
Can use any online search with an RSS option
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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
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Facebook is for people . . .
It’s also for brands.
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Top 50
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What to post
• Links to important Web pages
• Blog posts
• News releases
• In the news items
• Videos
• Photo galleries
• Online presentations
• Awards received
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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!
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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
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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
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Search
• It’s Google!
• Google+ pages are excellent for search
optimization
• Also gives your website authority
• SEO = people
rely on their social connectivity
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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.
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you can follow: pins, boards, people
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you can add
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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
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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
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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
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Why WordPress?
• Open source
• Inexpensive
• Search optimized
• Plethora of templates and plugins
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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
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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
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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
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Sharable
Be sure your content can be easily shared
in bite-sized, snackable pieces
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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
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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
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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!
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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.)
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Pete Codella, APR
Accredited in Public Relations
TXT prpete to 50500
for my SMS business card
by Contxts.com
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