Digital Media sales training slide deck for Primedia International sales teams in Bahrain, Qatar, Oman, UAE

1. Digital Media
A vision for the future

2. Etiquette
Please switch off your mobiles or mute them.
Your full participation, questions and ideas are
welcomed and encouraged.
Kindly take notes.

3. Introduction

4. Introduction

5. Introduction

6. Introduction

7. Introduction

8. Introduction

9. Introduction

10. Inroduction

11. Introduction

12. Introduction

13. Introduction

14. Introduction

15. Introduction

16. Your first sale
What is the first sale that you make ?
To whom will you make your first sale ?

17. Agenda Day 1
• How do businesses acquire customers ?
• The Internet
• Search
• Digital Advertising
• Social Media
• Qatar, UAE, Bahrain, Oman, the Gulf
and the Internet
• Qatar Yellow Pages, Gulfind.com

18. Session 1.1
• Customer Acquisition, Leads
• Why the Internet
• How to get found on the internet
• Search
• Browsers & Search Engines
• Search Logic
• Digital Advertising : Benefits

19. The Customer
Customer
Acquisition
Engagement
Retention

20. Customer Acquisition
How do businesses acquire or obtain
customers ?
How do businesses increase their
sales leads ?

21. What is the Internet ?
The Internet is a global system of
interconnected computer
networks that usually use the
standard Internet protocol suite
(often called TCP/IP)
to serve billions of users worldwide.
Network of networks

22. Digital Media and the Internet

23. How Digital Media Has Changed Customer Interaction

24. What is a browser ?
What is a browser ?
Browser :
Software program installed on
your computer locally.

25. Search
A web search engine is designed to search for
information on the World Wide Web.
The search results are generally presented in a
line of results often referred to as search
engine results pages (SERPs).

26. Search Engine Results Page

27. How Search Engines Work
• How search engines work
Crawl
Index
Serve

28. Browsers and Search Engines
Browser
Software program
installed on
your computer locally.
A browser is used to
access the Internet.
Search Engine
A search engine is used
to search for particular
information.
To open a search
engine you need a
browser.

29. Google
Google’s mission is to organize the world’s
information and make it universally accessible
and useful.
Search :
Focus on the user and all else will follow.
Fast is better than slow.

30. Digital Advertising
• Benefits
• Types

31. Digital Advertising : Benefits
Measurable
Key Performance Indicators
Tracking

32. Digital Advertising : Benefits
Targeted

33. Digital Advertising : Benefits
Pay only when an ad is displayed, clicked,
or an action taken

34. Digital Advertising : Benefits
Impact at every point on the
buying cycle
Cost
Reach
Testing
Risk

35. Targeting
Types of Targeting

36. Behavioural or Audience Targeting
Behavioural or Audience Targeting : advertisers
target audiences based on their recent online
activity.
• Cookies

37. Contextual Targeting
Contextual Targeting or Advertising
the content of an ad is in direct correlation to
the content of the web page the user is viewing.

38. Geo, IP, Location Based Targeting
Geo, or IP or Location Based Targeting targets
the geolocation of a website visitor to deliver
content to that visitor based on his location, by
country,
region/state, city,
metro code/zip code,
organization,
IP address, ISP or
other criteria.

39. SEM
SEM or search engine marketing is the process of
gaining traffic
from or visibility
on search
engines through
• free SEO efforts
• paid search
advertising

40. SEM
Search
Marketing
Search Engine
Marketing

41. SEO
• Search engine optimization (SEO) is the
process of improving the visibility of a website
or a web page in a search engine's "natural,"
or un-paid ("organic" or "algorithmic"), search
results.

42. SEO : The Basics

43. SEO : The Basics
• Focus on the user
• Ultimate consumers are users, not search
engines
• Make your visitor a client of the information
you have published, then your goods &
services

44. SEO
Free
Editorial
Organic
Natural
Algorithmic
Unpaid

45. How Yellow Pages helps SEO
Hyperlinks from Yellow Pages help improve a
customer’s site’s PageRank :
• Yellow Pages pages which display business info
can be crawled easily by web spiders
• Long tail keywords
• Higher PageRank of Yellow Pages
• Better keyword positions for business related
searches
• Direct navigation : sales force, covers of print YP

46. Session 1.2
• Types of Internet Advertising
• Social Media
• Social media can help businesses obtain
customers and increase sales
• Pricing ads on the internet
• The language of Internet Advertising

47. Digital Advertising
• Types of Digital Advertising

48. 48
Display advertising: the use of web banners or banner ads
placed on a third-party website or blog to drive traffic to a
company's own website and increase product awareness.
Search engine optimization (SEO): the process of improving
the visibility of a website or a web page in search engines via
the "natural" or un-paid ("organic" or "algorithmic") search
results.
Search engine marketing (SEM): a form of marketing that
seeks to promote websites by increasing their visibility in
search engine result pages (SERPs) through the use of either
paid placement, contextual advertising, and paid inclusion, or
through the use of free search engine optimization
techniques.
Social media marketing: the process of gaining traffic or
attention through social media websites such as Facebook,
Twitter and LinkedIn.
Types of Internet Marketing

49. Types of Internet Ads
49
Floating ad: Moves across the user's screen or floats above the content.
Expanding ad: Changes size and which may alter the contents of the webpage.
Polite ad: A large ad will be downloaded in smaller pieces to minimize
the disruption of the content being viewed
Wallpaper ad: Changes the background of the page being viewed.
Trick banner: Looks like a dialog box with buttons. Simulates an error message
or an alert.
Pop-up: A new window opens in front of the current one, displaying an ad or
webpage.
Pop-under: Window is loaded or sent behind the current window so that the user
does not see it until they close one or more active windows.
Video ad: similar to a banner ad, except that instead of a static or animated image,
actual moving video clips are displayed.
Map ad: text or graphics linked from, and appearing in or over, a location on an
electronic map such as on Google Maps.
Interstitial ad: a full-page ad that appears before a user reaches their original
destination.

50. Display Advertising
Display advertising is graphical advertising
that appears next to content on web pages
Banners, in standard ad sizes,
with text, logos, pictures, or rich media.

51. Display Advertising

52. Rich Media
Rich media, or interactive multimedia:
a combination of text, audio, still images,
animation, video, and interactivity content
for active participation.

53. Banners
BANNERS Graphics embedded into web-pages
with a hyperlink to the advertiser’s destination
Rich-media, streaming video/sound, interactive
possibilities.
Distributed by ad-servers
Charged either by click or impression.

54. E-mail
EMAIL ‘opt-in’ e-mail delivers some of the best results
for online advertising along with contextual
advertising.
Double opt-in (confirmed subscription) email
newsletters with targeted subscribers can offer 5-
10% CTR, even higher in some cases.

55. Affiliate
AFFILIATE formal revenue-sharing or
commission based ads
Advertisers create or use an established
affiliate network to serve ads and handle
the cost-per-action or cost-per-click
payment.

56. Sponsorship
SPONSORSHIP “this (content) brought to
you by x”
brands paying for content/video/research
or ongoing conferences/sites.

57. Classified
CLASSIFIED micro-advertising on text-
based classified platforms
free or on a pay-per-placement basis

58. Advertorial
ADVERTORIAL Paid reviews or
editorial content especially through
blogs.

59. Blogs
BLOG
A Web site on which an individual or
group of users record opinions,
information, etc. on a regular basis.

60. Text-Based
TEXT-BASED
related to the content (contextual)
set up with AdSense or manually.

61. Mobile Advertising
Mobile advertising involves displaying
text, graphic image and animated ads
on data enabled mobile devices

62. Social Media

63. Social Media : Features & Benefits
People : Technology is the enabler
Participation : Likes
Openness : Free conversations
Conversation : Not broadcasting
Community : Group
Connectivity : 6 degrees of separation
Word-of-mouth marketing :
recommendations between friends.

64. Social Media : How Social Media can help increase sales
Brand Awareness
Product Launch
Direct Response
Reputation Management
Audience Engagement

65. The World of Social Media

66. Social Media : Benefits
• Viral

67. Social Media : Types and Portfolio

68. Major Social Media channels and generating business leads
• Social networking is a means to an end
• You have to understand what the end is

69. Google+
150 million users
"Google+ is Google itself.
We’re extending it across all that
we do — search, ads, Chrome,
Android, Maps, YouTube —
so that each of those services contribute to our
understanding of who you are"
Bradley Horowitz, Google's VP Product,
Google+

70. Google+
• Google+ Local : Maps, Reviews

71. Facebook
• 1, 000 million active users
• 552 million daily active users
• 543 monthly active mobile users
September 2012

72. Facebook
Over 900 million people like and comment an
average of 3.2 billion times every day.
Businesses can be a part of these conversations
and have access to the most powerful kind of
word-of-mouth marketing —
recommendations between friends.

73. YouTube
• 800 million unique
users
• 4 billion videos
viewed per day
• 60 hours of video uploaded every minute
• 400 million views on mobile

74. LinkedIn
• Professional, dedicated business network
• 175 million professionals
• Recruitment, employment

75. Twitter
340 million tweets per day
140 million active users
Real time updates

76. Customer Retention
Compare how you behave driving in rush-
hour traffic with how you drive down
your own street past your neighbours.
When you know you will see people
again, or if you want to see them again,
you treat them better.

77. Cookies

78. Measurement Models
• Unique
• Visits
• Page Views
• Impressions

79. Measurement Models

80. Internet Pricing Models
CPC
CPM
CPL
CPA
CPS
Subscription

81. Internet Pricing Models
CPC :
Cost per Click
CTR :
Click through rate
CPM :
Cost per 1, 000 impressions
(M in Latin = 1,000)

82. Internet Pricing Models
CPL :
Cost per lead
CPA :
Cost per Action, Activity, Acquisition
CPS :
Cost per Sale
Subscription

83. SEO, SEM
SEM :
Search Engine Marketing
SEO :
Search Engine Optimization

84. AdWords, AdSense
Pay per click advertising
On Google Non Google sites

85. Yahoo!, Bing, DoubleClick

86. Session 1.3
The Internet in :
Qatar
Bahrain
GCC
UAE
Internet Yellow Pages
Qatar Yellow Pages
Gulfind.com

87. Qatar
• "High-income, well-connected nation , a foresighted
government and a society focused on education.....
• "a cutting edge technology backbone, ICT-aware
individuals and businesses, and a commitment to
building a world-class education and research
environment ....
• "(to create a) digital media hub of the region".
Qatar’s Digital Media Landscape 2011 Report from ICTqatar

88. Qatar : Social
Facebook
Users : 481,280 as of April 2011
28.3% user penetration.
2nd in the Middle East
Twitter :
Users : 133, 309 as of March 2012
User penetration : 8.5%
Arab Social Media Report produced by
the Dubai School of Government

89. Bahrain
• Connectivity score : 210.4 % per person
(Internet access and fixed and mobile) , v
Gulf average : 135.7%
• eGovernment Authority in Bahrain
• Bahrain Internet Society
• Internet users : 649,300 as of June/10, 88.0%
of the population, ITU.
• Facebook : 253,100 users (August 31, 2010)

90. The Gulf
• Middle East Internet Users : 77 million +
(Internet World Stats)
• Facebook : 20 million + users
• MarkaVIP, Souq.com, AMEInfo.com
• Arab Digital Generation (Born between
1977 and 1997) : 83% use the Internet
daily

91. Digital Media in UAE

92. Internet Yellow Pages

93. Qatar Yellow Pages

94. Summary and Feedback Day 1
What have you learned today ?
Your feedback and suggestions ?

95. Day Two
Welcome

96. Succeeding on the Internet is No Different than Succeeding Anywhere Else.
The people who do well on the Internet are the
same people who do well in anywhere in sales.
The rules are the same where people compete to
sell goods and services.
What lots of people lead others to believe, is
that the Internet is somehow different.
This misconception is what makes people act
differently when attempting to sell on the
Internet and prevents many people from
succeeding in Internet sales.

97. Agenda Day 2
Selling yellowpages.qa, and gulfind.com
Features and Benefits :
User Selling Points, & Key Selling Points for Advertisers
Value Propositions : Key Selling Points for Advertisers
Competitive Environment :
Digital Products, QYP, GF
Overcoming Objections
Who to target : Tips & Ideas
Role Plays
Customer Handling
Pricing, Commission, Reporting

98. Session 2.1
Features and Benefits :
User Selling Points, & Key Selling Points for
Advertisers
Value Propositions:
Key Selling Points for Advertisers
Competitive Environment :
Digital Products, QYP, GF

99. Selling
How to sell

100. Selling : Advertiser’s Choice and Context

101. Selling : How is the business positioned ?
We cannot control how
people use directive media
to search for our business.
We can influence where
we position our business
in all the available places
to capture customer
demand.

102. Features and Benefits for Users
• UX
• Focus on the user

103. Features : Benefits for Users : Rich content
Rich content:
Location Map
Photos, Videos
Brochures :
Touch Points : Telephone, E-mail, Website, Social Media, Sharing,
Location Map

104. Features : Benefits for Users : Data
Data :
Correct information :
Call Centre, sales team :
validated data by PMQ, validated data by companies,
self-provisioning corrections and updates validated by PMQ

105. Features : Benefits for Users : Promotions
• Promotions : Special Offers, Deals from
Advertisers : Choice, Savings

106. Features : Benefits for Users : Sharing
Sharing Social Media : Facebook, Twitter,
Google+; RSS feed; E-mail

107. Features : Benefits for Users : Search
Search :
User focused search logic : Information found
quicker : As relevant results as possible given
equal spend : accurate search results
Search Options : NAICS Industry, classification;
Location, Company Name, Telephone, Brand :
User control for search

108. Benefits of Individual Membership
• Contact List
• Special Offers

109. Features : Benefits : Advertisers
User Benefits : Traffic: Usage : Searches : Leads :
Sales
SEO : Higher ranking on search engines : Listing
found easier
Rich content : Usage, Stickiness
Advertising opportunities : Choice
Self provisioning : DIY
Expert advice : Ikea

110. Features : Benefits : Advertisers
Packages
Flexibility, Choice
Rich content
Company micro-site equivalent, unique URL : found easily by
Search Engines :
Better search engine ranking for companies
whether they have an internet presence or not.
Web presence for advertisers who do not have a
website.

111. Features : Benefits : Advertisers
Promotions, Special Offers, Deals from
Advertisers : Choice, Savings for Consumers and
Users : Regular Usage : Stickiness :
Higher Traffic : Leads : Sales
Direct Contacts from Customers : Sales

112. Value Proposition
A Value proposition is a clear statement of the
tangible results a customer gets from using our
products.
The more specific our Value proposition is the
better.

113. Value Proposition
Weak
A simple description of the offering feature and capabilities or
they are filled with self aggrandizing puffery.
Examples :
• It’s the most technologically and robust system on the market.
• Best web presence.
• Top local search system.
• Rated the best by leading authorities.
If you are not talking tangible results,
keep asking
So What ?

114. Value Proposition
Strong
A Value Proposition needs to be financial oriented which speaks
of critical issues the customer is facing, by including specific
percentages.
Examples
• Increased revenue.
• Target Customers .
• Decreased cost.
• Increased market share.
• Improved customers retention level.
• In flow of new Customers.
• Cash Customers
• Ready to buy Customers

115. Value Propositions : Advertiser
• Business Leads
• New doors to business, expanding positioning
• Presence where customers are looking, searching
• Traffic
• SEO & SEM
• The Yellow Pages brand
• Targeting
• Measurement & Tracking
• Rich content
• Data
• Qtel
• Batelco
• FGCC
• Primedia

116. Value Propositions : Advertiser
Tele Gulf

117. Competition

118. Competition : Digital Products
Follow the money
Any spend
Advertising
Print
Online
Above the line
Below the line

119. Competition : Digital Products
Search Engines
Social Media
Banner Advertising
Apps
Deals, Coupons, Special Offers

120. Competition
• Profile
 Online Directories/Classified
 All online website selling advertising and visibility:
newspapers, portals, social media, etc.
• Qatar
 Qatcom, Qatar Living
• Gulf
 AME Info, Local Search, TradeArabia, YP KSA, YP Kuwait, YP
UAE, Qatar Mark
• International
 EuroPages, Yell, YP.com

121. Qatcom
Claims :
Qatcom is the largest online Yellow Pages
Directory, with over 24'000 listings, representing
96% of companies in Doha & Qatar
Testimonials : Advertiser & User
Qbay
Doha Interactive map

122. Qatar Living
Claims :
Founded in 2005, Qatar Living is the first social
network in Qatar
Restaurant Reviews
AdSense
Effective Measure

123. Competition : Bahrain
• Infobahrain.com
• ABC Directories : abc-bahrain.com, TradeArabia
• Expatriates.com
• Dubizzle.com, Souq.com, Soogna
• ClickBahrain.com
• Arabic : Bahrain Commercial
• AMEInfo
• 181.bh

124. Competition : Gulf
Profile
Local Online Directories/Classified/
Yellow Pages
All online website selling advertising and
visibility: newspapers, portals, social media,
etc.
Gulf
AME Info, Local Search, TradeArabia, YP KSA,
YP Kuwait, YP UAE, Qatar Mark
International
EuroPages, Yell, YP.com

125. Competition : Gulf
Specialized directories :
• Gulf Oilfield Directory : oilandgaspages.com
• Gulf Health Directory :gulfhealthdirectory.com
• Middle East Directory :
middleeastdirectory.com
TradeArabia : tradearabia.com

126. Session 2.2
• Overcoming Objections
• Role Play
• Who to target
• Top Ten
• Prospecting
• Preparation

127. Overcoming Objections

128. Objection Handling Model
Objection handling - Process
Empathize & Clarify
Respond
Verify
Clarify what the
concern is
Respond according to
the type of concern
Verify that the concern
has been removed
Move on to the next
question
Repeat if necessary
Client Concerns

129. Process to be followed to overcome an Objection :
1. Clarify what the concern is (express empathy if appropriate).
2. Respond accordingly:
To remove doubt: a) Refer to a similar situation and/or
b) Offer evidence/proof that what you
have said is true
To handle indifference: a) If based on a misunderstanding or
lack of information explain your point
more thoroughly and /or
b) Outweigh the indifference with the
benefits of your suggested approach.
Verify that the objection has been removed.
Objection Handling Model

130. Overcoming Objections
Competitors :
Google, Search Engines
Facebook, Social Media
Online Directories, Qatcom, Qatar Living
• Price
• Results :
Traffic
Calls, Clicks, Impressions, Leads

131. Objections
Objection Empathize Respond Verify
How will I get response ?
I will pay with my -print
invoice after the directory is
released
I have a website and that is
enough
When will I get to see my
company on Google

132. Overcoming Objections : Response
Response :
Measurement :
Web : Clicks, Impressions
Offline : Calls, Fax, Physical Visits
Branding : Billboard
Informational
Microsite
Matt Cutts, Google

133. Objections
Objection Empathize Respond Verify
We have Facebook
Annual Subscription
is better than CPM
Website not Popular
Annual Subscription
is better than a
short period of one
month

134. SEO
• How Yellow Pages can help SEO

135. How Yellow Pages helps SEO
Hyperlinks from Yellow Pages help improve a
customer’s site’s PageRank :
• Yellow Pages pages which display business info
are can be crawled easily by web spiders
• Long tail keywords
• Higher PageRank of Yellow Pages
• Better keyword positions for business related
searches
• Direct navigation : sales force, covers of print YP

136. Objections
Objection Empathize Respond Verify
Expensive
Qatcom
Google
No traffic

137. Objections
Objection Empathize Respond Verify
We have Facebook
Annual Subscription
is better than CPM
Website not Popular
Annual Subscription
is better than a
short period of one
month

138. Prospecting Targets : Gulfind.com
Regional operations
Gulf wide sales
Prestige : regional groups
B2B
Travel, Lodging
Government

139. The Top 10 Process
• Blue Sky
• Based on potential, not current RBS

140. Prospecting Targets for yellowpages.qa
B2C
B2B
No website
Deals

141. How to find prospects for yellowpages.qa

142. How to find Prospects for yellowpages.qa
Internet Advertising :
Banners, Text Ads on websites :
News, Magazines
Portals
Search Results Pages Text Ads

143. How to find Prospects for yellowpages.qa
Web address or social media address from :
Print ads in newspapers & magazines
Billboards, Posters
Flyers
Business Cards
Newsletters
Letterheads
Directories
Vehicles

144. How to find Prospects for yellowpages.qa
Daily Deals and Special Offers :
Any ad in print or online that has special offers,
daily deals, discounts
Flyers
Deals websites
Coupons

145. How to Prepare for yellowpages.qa

146. How to Prepare for yellowpages.qa
Current web presence :
Google search, Google+
Bing search
LinkedIn
Facebook
Foursquare
Pinterest
others ?

147. How to Prepare for yellowpages.qa
Keywords
Images
Mobile
presence
mobile rendering

148. How to Prepare for yellowpages.qa
Availability
Current advertising :
Online
Print
Other Media
Classifications
Keywords
Promotion Ideas
Videos
Competitor advertising

149. Session 2.3
• Reporting
• Targets
• Commission
• Communication
• Role Play
• Summary
• Feedback

150. Reporting Process
• All Packages (annual subscriptions) will be
processed along with the Revenue Base
• All Prime Positions will be reported as New
Business. However, a separate report will be
maintained by IT/ Production that will manage
the buying behavior of the customer. (number
of times renewed, Inc/Dec/Canc etc)

151. Reporting Process : Packages
Revenue
assignment
Renew or increase
online Packages
Pass through L1
Process
Report as inc/dec
/canc/ren/NB as a
New sales
Pass through L2

152. Reporting Process : Prime Positions