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Digital Marketing Toolkit

  1. Digital Marketing Toolkit
  2. Where should we start?
  3. What are your customer touch points online? E-Newsletter Podcast Branded content Blog E-Direct Mailer Search Forums Mobile App Microsites Social Banners Platforms Website
  4. Digital Marketing Toolkit: Data & Statistics •  Asian Digital Marketing Yearbook 2011 ü marketing-yearbook-2011 •  Comscore State of the Internet South East Asia March 2011 ü State_of_the_Internet_Southeast_Asia •  Internet World Stats ü
  5. Objectives: What do you want to achieve? Awareness Data Sales acquisition Digital Platform Leads Adoption generation Building relationships
  6. Call to Action: What do you want the target audience to do? Register for Events Find our more about our Contact our Sales Team products / services Download Subscribe our to our marketing newsletters collaterals Call to Action Attend Update Online your profile Training Download Purchase our Trial online
  7. What does Digital encompass? Web Design (User Experience/Interface) Online Advertising Search Engine (Banners, Paid Search, Ad networks, Content Targeting) Optimization (SEO) Customer Relationship Web Analytics Management Digital (Email Marketing) Social Media Mobile (Facebook, Twitter, YouTube) (Apps, coupons, QR codes, Augmented Reality, Location Based Services) Viral Marketing (Blogs, Forum Seeding, Influencers)
  8. The Consumer Purchase Funnel Advertising (Online/Offline), Email Awareness Marketing, Viral Marketing, Social Media Consideration Paid Search, SEO, Viral Marketing, Mobile, Social Media Preference Paid Search, SEO, Email Marketing, Viral Marketing, Mobile, Social Media Purchase Website (User Experience), Mobile, Web Analytics Retention CRM, Social Media Advocacy CRM, Viral Marketing, Social Media
  9. View on Social Media
  10. Before you rush to jump onto the Social Media bandwagon…
  11. Commitment is key
  12. Strategy before tactics
  13. Define a clear strategy Strategic Raise brand awareness Improve favorable perception of brand/product/service Increase customer acquisition Maintain customer loyalty Create user advocacy Research Develop new insights Develop viral opportunities Create buzz on branded experience Build incremental reach Increase marketing ROI Increase conversations about the brand Drive qualified registrations Support new product launch Drive site traffic Tactical Increase sales
  14. Listen and understand the conversations before engaging
  15. Social Media is an “always on” conversation
  16. The Community Manager
  17. Decide how you want to respond Take reasonable Message action to fix issue and let customer know action taken Positive Negative Yes Yes No Do you want Assess the Evaluate the Does customer need/ to respond? message purpose deserve more info? Yes Yes No No Unhappy Are the facts Gently correct the Response Customer? correct? facts No Yes No Yes No Can you add Dedicated Are the facts value? Complainer? correct? No Yes Is the Yes Explain what is being Respond in Thank the Comedian problem done to correct the kind & share person Want-to-Be? being fixed? issue. No Yes Let post stand and monitor.
  18. Be Authentic
  19. Measure and Optimize
  20. What are your Social Media Objectives?
  21. Important Notes: •  Social Media is free. But Social Media Marketing is not •  Always on conversation •  Time, effort and resources required to plan, develop, implement, monitor and optimize
  22. Facebook •  Setting up a Facebook Page (not profile/group) ü •  Who will be the Community Manager? ü  Editorial Calendar, Response matrix, Types of responses •  Facebook Insights ü •  Facebook Advertising ü •  Use the Features - Photos, Videos, Events, Polls, •  Facebook Advertising Policy & Promotion Guidelines ü ü •  Contest, Tabs and Applications ü
  23. Let’s look at some Facebook Best Practices •  Post regular updates. •  Ignore comments or questions If possible, update your fans before the Always acknowledge the fans efforts medias, or at least at the same time to engage •  Provide customer service •  Use Facebook to broadcast the Always reply in an individual manner same communications than offline •  Answer question within less than 3 Communications should be adapted to their medium, one size doesn’t fit days all Or let users know you will be in touch with an answer soon •  Fail to update your fans about major activity that are reported •  Engage with fans offline Don’t only monologue
  24. What do consumers participate?
  25. Almost 80% of all Internet users have participated in some form of online contest or sweepstake in the past year and 50% of them enter them at least once a month Source: Jupiter Research
  26. IKEA Facebook Showroom
  27. Social Media Programs
  28. IKEA Facebook Showroom •
  29. AXE Relationship Status •
  30. 5 Elements of Successful Facebook Campaigns •  Consistency of message with the brand/product •  Requires collaboration with members of the community ü  People like to be part of something ü  Members who are involved will usually be generous in sharing information with others within their network •  Encourage Conversations online and offline ü  Empower the community by engaging them in conversation ü  People who have knowledge can help create a level of connectivity with other current and potential customers via WOM
  31. 5 Elements of Successful Facebook Campaigns •  Engage your audience and make the campaign fun ü  Reason to participate – Offers, games, challenges, puzzles ü  Give them something to remember, share and talk about •  Create something permanent for post campaign ü  Campaigns are time sensitive – create something that can last after the campaign finishes E.g. Youtube video, photo collage, application ü  If your campaign messaging is consistent with brand/product, then it has longevity
  32. SEO vs Paid Search
  33. SEO vs Paid Search Paid Search SEO Guarantee Listings No Guaranteed Listings Immediate Results Site ranking can take weeks or months to improve Pay search engine for clicks No fees to search engine Ability to customize ad copy and Ad copy often depending on page title destination landing page and meta tags. Destination page dependent on page relevancy
  34. SEO: Onsite & Offsite Page Coding Keywords 1. Code all web 1. Keyword Research pages to conform Link Building to best practices 2. Enrich site copy of SEO. with keywords/ 1. Search Engine Keyword Density Submissions 2. Enable search engines to find 3. Inject keywords into 2.  Directory Listings and catalogue the page titles, meta information in the description 3.  Article contributions web pages more effectively Optimal page rankings on
  35. Digital Marketing Toolkit: Search Engines •  Difference between SEO and SEM ü •  Social Media and SEO ü •  Registering your website with search engines & directories ü ü •  Google Adwords ü ü •  Keyword Tool ü •  Traffic estimator ü
  36. Website Tracking with Google Analytics •  Setting up Google Analytics ü •  Inserting the tracking code ü •  What you can track ü
  37. Website: Encouraging People to Share •
  38. Email Marketing •  Guide to Email Marketing ü •  Do’s and Do Not’s ü •  Campaign Monitor ü
  39. YouTube •  Setting up a YouTube account ü •  Uploading Youtube videos ü •  YouTube analytics ü •  Customizing YouTube page ü
  40. Twitter •  Setting up a Twitter account ü •  Who to follow – How to get followers ü •  Editorial calendar ü •  Monitoring, Scheduling and Tracking tweets ü ü •  Using Hashtags ü •  Customizing Twitter page ü
  41. Blogs •  Setting up a Tumblr blog ü ü a-rich-media-blog/ •  Setting up a Posterous blog ü •  Using blogs to power websites (e.g. Wordpress) ü ü
  42. Blogger Marketing •  Engaging Bloggers and influencers ü Identify appropriate network (e.g. Nuffnang) or individual influencers ü Formats include advertorials, banners on blogs, inviting members to events ü Track visits/actions arising from activities •  Digital Seeding - Getting the word out ü Build a list of high equity accounts within key local forums ü Manage and maintain accounts and keep track of postings ü Identify yourself – Brand rep or member of public ü Follow up – Don’t post, shake and leave ü Get patients to share their experiences •  Forum sponsorship ü Consider sponsoring a sub-forum
  43. Social Listening: Know what people are saying about your brand •  Free tools ü Google Alerts § ü Social Mention § ü Hootsuite (Monitor, track & schedule Twitter conversations) § ü List of free Social Media monitoring tools § monitoring-tools/ •  Paid Tools ü Radian6, Brandtology, Meltwater buzz
  44. Questions?
  45. Thank You! Vincent Teo @intersphere (