Cadmef May2011 Marcel Media
- 1. Full-service online + interactive marketing firm Real World, Real Results: From the Digital Edge Presented to: CADMEF
- 2. About Marcel Media Marcel Media is a full service, award-winning, interactive marketing agency specializing in Search Engine Marketing (SEM). We provide creative and customized marketing solutions such as Pay Per Click (PPC), Search Engine Optimization (SEO), Social Media, Interactive Facebook Applications, Conversion Optimization, Website Development and Web Analytics. @marcelmedia facebook.com/marcelmedia www.marcelmedia.com/blog 5/16/2011 3 2 3
- 3. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Chicago-based, interactive, marketing firm specializing in Search Engine Marketing. Beginning her career in 1997 with companies including AOL and Classified Ventures, Kellys achievements include serving as the first woman president of the Chicago Entrepreneurs Organization, instructing at the University of @kfcutler Chicago and DePaul University, and speaking on industry topics across the country. /in/kellycutler 5/16/2011 3
- 4. The Three-Pronged Digital Marketing Approach Introduction About Marcel Media About Kelly Cutler Viral Video Search Benefits Tips Industry Updates Tools Social Video Policy, Strategy, Execution, Platforms Recent Case Studies Tool Kit 5/16/2011 4
- 5. Example of a Viral Product Video 5/16/2011 5
- 7. A Breakdown of SEO 5/16/2011 7
- 8. 7 Simple On Page SEO Tips URL Structure- Keyword heavy, static appearing (.html as opposed to .php or .asp) and hyphen delimited ALT Tags - Should be image specific keywords, filenames should be all lowercase, with hyphen delimiters XML Site Map - Lays out the site architecture in an easy to process web document so all pages can be crawled and indexed by engines 5/16/2011 8
- 9. 7 Simple On Page SEO Tips Title Tags Should be comprised of two sections. A keyword portion first, separate with a pipe bar (|) then a branding portion Keyword portion should be less than 65 characters and positioned with page-specific keywords (head terms) Navigation -This should be top-level, and text-based HTML (dont use flash, dont place in footer) Start a blog and syndicate content across the web Press Release Optimization 5/16/2011 9
- 10. Benefits of Off Page SEO: Link Building What is a link? On page HTML element that allows the user to navigate to another page on the internet Why are links important? All links are important to SEO . The most important types of links for SEO are "backlinks or "inlinks". What are backlinks? Backlinks are from pages on an external site that link back to your site. 5/16/2011 10
- 11. Examples of Backlinks Authority Links -links from relevant sites such as .edu sites, personal websites etc Directory Links -include search engine and paid directories such as the "Yahoo Directory Real Time Links -links from regularly updated content-driven sites such as blogs, PR sites Social Bookmarks - Bookmarks allow users to tag a website or webpage, save it for later, or share the links with friends. This helps to syndicate branded content and compliments off page SEO. 5/16/2011 11
- 13. Googles Spring Cleaning In the beginning of March 2011, Google made changes to their algorithm, which affected websites and their search engine rankings. The update was part of ongoing effort to move better quality content to the top of Googles search results page (SERPs). This update is designed to reduce high ranking, low quality articles, web pages and websites. 5/16/2011 13
- 14. Case Study: How Overstock Upset Google Overstock provided incentives for colleges and universities to link to Overstock pages from their .edu sites .edu sites hold very high authority (next to .gov sites) In exchange for links the students and faculty received discounts on the shopping site Google perceived this as a black hat SEO practice After the Panda algorithm update, Overstock disappeared for searches they used to rank highly for, such as vacuum cleaners 5/16/2011 14
- 15. Local Search Fastest growing segment of all online search Approximately 40% of searches are local in nature Local searches yield the most relevant results and reach the highest quality of visitors Local searches are intended to send information/businesses within a particular geographical location, for example: Chicago marketing agency 82% of all users are searching locally 1.3 billion local searches conducted online every month 5/16/2011 15
- 16. Search Marketing Tool Kit SpyFu Competitive analysis tool Website Grader Rates the search engine friendliness of your website Search Based Keyword Tool (SKTool for short) - Keyword tool & traffic estimator; type in words, phrases and websites Open Site Explorer Backlink Analysis Tool Compete Competitive analysis tool for websites 5/16/2011 16
- 17. Does Your Website Make the Grade? http://websitegrader.com 5/16/2011 17
- 18. Social Media: A Guide to Getting It Right 5/16/2011 18
- 19. Benefits of Social Media 5/16/2011 Source: Mashable.com 19
- 20. Most Commonly Used Social Media Tools For Business 5/16/2011 Source: Mashable.com 20
- 21. Facebook Facebook Like Button now has Share functionality - When users click the Like or Recommend button on a third-party website or within a Facebook app, it now publishes a full news entry on the users news feed. Facebook Places Allows users to share their current location, check into that location, and then post that check in to their newsfeed. Facebook recently updated the look of their Business Pages Show pictures of the community managers Allows pages to comment on corporate or personal pages Featured Favorite Pages section to help you promote your affiliates You now receive notifications upon log in 5/16/2011 21
- 22. Facebook for Business Optimal Facebook engagement: early morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST) Posts with 80 characters or less, the length of a short tweet, garnered 27% more engagement than posts that were more than 80 characters When to Post Updates: Business and Finance: This industry tends to post Monday through Friday, and engagement peaks on Wednesday and Thursday. Tip: Post on Wednesday. Retail: Sunday is a big day for engagement but only 5% of entertainment posts go up on Sunday. They lean toward Friday, which has below-average engagement. Tip: Target shoppers on Sunday. Read the full article http://mashable.com/2011/04/06/facebook-engagement-data/ 5/16/2011 Source: Buddy Media Facebook Study 22
- 23. Frito Lays Facebook Success Frito-Lay set the Guinness World Record for Facebook Page Likes within a 24-hour period. Frito-Lays final tally was 1,571,161 Likes April 12, 2011. Frito-Lay ran a few promotions at once, including a replica of the companys Flavor Kitchen in New York Citys Times Square and live demonstrations on its Facebook Page. The company also tied in with Zyngas FarmVille and let players harvest sponsored in- game crops to earn virtual goods. Frito-Lay gave away a coupon for a free bag of chips to the first 24,000 consumers who Liked the Page and registered for the prize. (Source: Mashable.com) 5/16/2011 23
- 24. Frito Lays Interactive Facebook Application 5/16/2011 24
- 25. Twitter Tip Sheet Best Time to Tweet - Friday at 4pm ET is the most retweetable day/time of the week Twtpoll Allows you to create polls and surveys on Twitter TweetChat- Allows you to isolate the conversation based on the hashtag and trending terms; great for TweetUps Twitter Trends: Identify real-time trends on Twitter STATS: 17% of US online consumers have created a Twitter account. o IDEA: create a Twitter account dedicated to customer service 5/16/2011 25
- 26. Rayovac: Rapid-Response Twitter Campaign During the historic snowstorm of 2011, social media outlets were buzzing with news and updates about the weather. Rayovac and Circle PR quickly created a campaign that capitalized on the fact that millions of Americans would be home and online. The central feature was a virtual snowball fight that had more than 1,000 consumers changing their profile picture to a Rayovac-branded widget. Brand also hosted a two-hour virtual snow day tweet-up, where followers could tweet about the weather in their area, their favorite snow day activities, and answer fun storm-prep and weather-related trivia for a chance to win great prizes. RESULTS Campaign generated 1,188 click-throughs to download the profile picture widget #rayovac made its first-ever appearance as a top-ten trending topic worldwide Brand saw a 30% increase in followers on Twitter. 5/16/2011 26
- 27. A Social Snowball Fight 5/16/2011 27
- 28. LinkedIn: The Professionals Platform LinkedIn Applications: Wordpress App allows users to integrate a blog with their LinkedIn profile. The 際際滷share.net app allows users to showcase presentations and add a video that autoplays when people land on your profile. Synch your Twitter and LinkedIn profiles to increase interaction. LinkedIn Events App allows you to promote global events to TweetUps. LinkedIn Polls App allows you to easily find answers to your business and market research questions. 5/16/2011 28
- 29. How to Get Started Using Social Media for Business 1. Policy 2. Strategy 3. Execution 4. Monitoring 5/16/2011 29
- 30. Considerations for a Social Media Policy 1. Forbidden Content: Identify off-limit subjects and the process for handling those subjects 2. Define the Rules of Engagement: Clearly communicate your organizations comment policy 1. Trust: Employees should be trusted to communicate and develop relationships with customers 2. Training: Provide complete training about how to blog, and review legal issues with employees 3. Transparency: Full disclosure is imperative. Always call out commercial or personal connections. Require employees to identify their relationship with the company. 5/16/2011 30
- 31. Considerations for a Social Media Policy 6. Avoid Legal Jargon: Write the policy in terms your employees can understand 7. Define What Social Media Means to Your Business: Define exactly what sites/tools/etc fall under the social media umbrella for the purposes of your policy 8. Make Sure Employees Understand the Chain of Command: If different groups/departments should handle responses based on content then clearly spell that out 9. Create Addendums for Stand Alone Sites: Your corporate blogging policy will differ from your Facebook policy 5/16/2011 31
- 32. The Strategy: Getting Started LISTEN FIRST Suggestions: 1. Transform the content in your company newsletter into an internal blog and give all employees the ability to contribute. 2. Let employees vote on the best ideas suggested by other team members to brainstorm creative campaigns and workshop implementation and execution. 3. Resolve to respond to customer service issues within three hours via social media. 4. Create a Twitter handle and hashtag dedicated solely to customer service issues. 5/16/2011 32
- 34. Social Media Tool Kit Social Mention (free): Allows you to set up email alerts and real time mentions of your brand on social media Trackur (free nominal fees): Trackur is a buzz monitoring tool that is ideal for small businesses and bloggers who are on a limited budget Klout (free): Determines the level of influence your brand has in the social media marketplace Cinch: This simple tool can record audio, either via the web or phone so you can share audio messages with your followers 5/16/2011 34
- 35. Social Media Tool Kit Continued PostRank Tracks engagement and provides insight into what topics get the most engagement on a particular blog post HootSuite: Allows you to have multiple contributors to your social profiles without sharing passwords. Assign messages for follow-up and track responses, and monitor and post to multiple social networks TweetDeck: Customization options for columns, groups, saved searches and automatic updates. See what people are saying about you and tweet, sharing photos, videos or links directly from TweetDeck Ping.FM: Simple, free, web based app that allows you to post to multiple sites at once 5/16/2011 35
- 36. Social Products: A Case Study 5/16/2011 36
- 37. Case Study: Using Social Media for a Product Launch 5/16/2011 37
- 38. Cisco Router Product Launch Cisco, who has been involved with social media since 2008, launched a new router in the summer of 2010 using only social media. The results surprised even the social media enthusiasts. This project shaved six figures off its launch expenses and set a new precedent for future product launches. It was classified as one of the top five launches in company history, said LaSandra Brill, senior manager, global social media. 5/16/2011 38
- 39. Social Media Launch Highlights 9,000 people attended the social media product launch event 90 times more attendees than in the past Nearly three times as many press articles as with traditional outreach methods More than 1,000 blog posts and 40 million online impressions Received a Leading Lights award for Best Marketing One-sixth the cost of a traditional launch Source: Socialmediaexaminer.com 5/16/2011 39
- 40. Ciscos Preferred Social Media Platforms YouTube Ciscos Future of Shopping is up to 3.3 million views. The company used video to educate customers and the media about the ASR Mobile A video datasheet engaged engineers on their mobile devices Facebook Hardcore network engineers could connect on the Cisco Support Group for Uber User Internet Addicts Social Media Widget Cisco assembled videos, collateral and images in a widget format and embedded it into social media news releases and launch pages Cisco blogs Videos and other content engaged bloggers and customers, encouraging viral pickup Online forum Cisco seeded its Networking Professionals Technology Community Forum with launch-related discussion topics and gave customers an Ask the Expert function 5/16/2011 40
- 41. Thank you! Kelly Cutler kelly@marcelmedia.com LinkedIn.com/kellycutler Twitter.com/kfcutler Questions? Prepared by Marcel Media CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other www.marcelmedia.com 445 West Erie, Suite 211 way without express consent of Marcel Media. t. 312.255.8044 Chicago, Illinois 60654 f. 866.643.7506 5/16/2011 41