Digital Marketing Toolkit

Where should we start?

What are your customer touch points online?

Social Platforms Banners

E-Newsletter

Search

Microsites

Mobile App

Website

Blog

E-Direct Mailer

Branded content

Podcast

Forums

Digital Marketing Toolkit: Data & Statistics

•  Asian Digital Marketing Yearbook 2011

ü http://www.asiadigitalmarketingyearbook.com/asia-pacific-digital-marketing-yearbook-2011

•  Comscore State of the Internet South East Asia March 2011

ü http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/State_of_the_Internet_Southeast_Asia

•  Internet World Stats

ü http://www.internetworldstats.com/stats3.htm

Objectives: What do you want to achieve?

Digital Platform

Awareness

Sales

Adoption

Building relationships

Leads generation

Data acquisition

Call to Action: What do you want the target audience to do?

Call to Action

Register for Events

Contact our Sales Team

Download our

marketing collaterals

Attend Online

Training

Purchase online

Download our Trial

Update your profile

Subscribe to our

newsletters

Find our more about

our products / services

What does Digital encompass?

Digital

Web Design (User Experience/Interface)

Mobile (Apps, coupons, QR codes, Augmented

Reality, Location Based Services)

Customer Relationship Management (Email Marketing)

Search Engine Optimization (SEO)

Viral Marketing (Blogs, Forum Seeding, Influencers)

Online Advertising (Banners, Paid Search, Ad

networks, Content Targeting)

Social Media (Facebook, Twitter, YouTube)

Web Analytics

The Consumer Purchase Funnel

Awareness

Consideration

Preference

Purchase

Retention

Advocacy

Advertising (Online/Offline), Email Marketing, Viral Marketing, Social Media

CRM, Social Media

Website (User Experience), Mobile, Web Analytics

Paid Search, SEO, Email Marketing, Viral Marketing, Mobile, Social Media

Paid Search, SEO, Viral Marketing, Mobile, Social Media

CRM, Viral Marketing, Social Media

View on Social Media

Before you rush to jump onto the Social Media bandwagon…

Commitment is key

Strategy before tactics

Define a clear strategy 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 Increase sales

Strategic

Tactical

Listen and understand the conversations before engaging

Social Media is an “always on” conversation

The Community Manager

Can you add value?

Evaluate the purpose

Respond in kind & share

Thank the person

Unhappy Customer?

Dedicated Complainer?

Comedian Want-to-Be?

Negative Positive

Yes No

Do you want to respond?

No Response

No

Yes

Take reasonable action to fix issue and let customer

know action taken

Are the facts correct?

Gently correct the facts

No

No

No

Yes

Are the facts correct?

Does customer need/deserve more info?

Yes

Explain what is being done to correct the

issue.

Yes

Is the problem

being fixed? Yes

Let post stand and monitor.

No

Yes

No Yes

Yes

Assess the message

Message

Decide how you want to respond

Be Authentic

Measure and Optimize

What are your Social Media Objectives?

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

Facebook •  Setting up a Facebook Page (not profile/group)

ü http://www.facebook.com/pages/create.php •  Who will be the Community Manager?

ü Editorial Calendar, Response matrix, Types of responses

•  Facebook Insights ü http://www.facebook.com/help/search/?q=insights

•  Facebook Advertising ü http://www.facebook.com/adsmarketing/

•  Use the Features - Photos, Videos, Events, Polls, •  Facebook Advertising Policy & Promotion Guidelines

ü http://www.facebook.com/ad_guidelines.php ü http://www.facebook.com/promotions_guidelines.php

•  Contest, Tabs and Applications ü http://www.wildfireapp.com

Let’s look at some Facebook Best Practices

•  Post regular updates. If possible, update your fans before the medias, or at least at the same time

•  Provide customer service Always reply in an individual manner

•  Answer question within less than 3 days Or let users know you will be in touch with an answer soon

•  Engage with fans Don’t only monologue

•  Ignore comments or questions Always acknowledge the fans efforts

to engage

•  Use Facebook to broadcast the same communications than offline

Communications should be adapted to their medium, one size doesn’t fit all

•  Fail to update your fans about major activity that are reported offline

What do consumers participate?

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

IKEA Facebook Showroom

Social Media Programs

•  http://www.youtube.com/watch?v=0TYy_3786bo

IKEA Facebook Showroom

AXE Relationship Status

•  http://www.youtube.com/watch?v=HO-wZcemIH8

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

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

SEO vs Paid Search

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 destination landing page

Ad copy often depending on page title and meta tags. Destination page dependent on page relevancy

SEO: Onsite & Offsite Page Coding

1. Code all web pages to conform to best practices of SEO. 2. Enable search engines to find and catalogue the information in the web pages more effectively

Keywords 1. Keyword Research

2. Enrich site copy with keywords/Keyword Density

3. Inject keywords into page titles, meta description

Link Building 1. Search Engine Submissions

2.  Directory Listings

3.  Article contributions

Optimal page rankings on

Digital Marketing Toolkit: Search Engines •  Difference between SEO and SEM

ü http://www.seotipss.com/difference-between-seo-and-sem/ •  Social Media and SEO

ü http://www.seomoz.org/blog/the-social-media-marketers-seo-checklist •  Registering your website with search engines & directories

ü http://www.wordsinarow.com/search-engines.html ü http://www.wordsinarow.com/wheretogo.html

•  Google Adwords ü Adwords.google.com ü http://bit.ly/adwordsbeginnerguide

•  Keyword Tool ü http://bit.ly/keywordtoolgoogle

•  Traffic estimator ü http://bit.ly/trafficestimatorgoogle

Website Tracking with Google Analytics • Setting up Google Analytics

ü http://www.google.com/analytics/discover_analytics.html

•  Inserting the tracking code ü http://bit.ly/kRp6bV

• What you can track ü http://www.youtube.com/watch?v=_qfG2d9etvk

Website: Encouraging People to Share •  http://www.addthis.com/

Email Marketing • Guide to Email Marketing

ü http://blog.kissmetrics.com/beginners-guide-email-marketing/

• Do’s and Do Not’s ü http://bit.ly/emailmarketingdosdonts

• Campaign Monitor ü http://www.campaignmonitor.com/

YouTube • Setting up a YouTube account

ü http://www.youtube.com/watch?v=p_IZ6CAlxG8

• Uploading Youtube videos ü http://bit.ly/youtubeuploadtips

• YouTube analytics ü http://mashable.com/2011/04/20/youtube-new-partner-analytics/

• Customizing YouTube page ü http://mashable.com/2009/08/02/customize-youtube-channel/

Twitter •  Setting up a Twitter account

ü http://www.twitip.com/how-to-set-up-a-twitter-account/ •  Who to follow – How to get followers

ü http://www.searchenginejournal.com/how-to-get-twitter-followers/29960/ •  Editorial calendar

ü http://www.ehow.com/how_7368194_make-twitter-editorial-calendar.html •  Monitoring, Scheduling and Tracking tweets

ü www.hootsuite.com ü http://www.slideshare.net/hootsuite/hootsuite-infosheets-the-basics

•  Using Hashtags ü http://mashable.com/2009/05/17/twitter-hashtags/

•  Customizing Twitter page ü http://mashable.com/2009/05/23/twitter-backgrounds/

Blogs • Setting up a Tumblr blog

ü http://www.tumblr.com/why-tumblr ü http://www.makeuseof.com/tag/how-to-use-tumblr-to-easily-create-

a-rich-media-blog/

• Setting up a Posterous blog ü https://posterous.com/

• Using blogs to power websites (e.g. Wordpress) ü http://wordpress.lexty.com/ ü http://wpsitebuilding.com/

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

Social Listening: Know what people are saying about your brand • Free tools

ü Google Alerts §  http://www.google.com/alerts

ü Social Mention §  http://www.socialmention.com/

ü Hootsuite (Monitor, track & schedule Twitter conversations) §  http://hootsuite.com

ü List of free Social Media monitoring tools §  http://www.socialbrite.org/2011/01/11/guide-to-free-social-media-

monitoring-tools/

• Paid Tools ü Radian6, Brandtology, Meltwater buzz

Questions?

Thank You!

Vincent Teo intersphere@gmail.com @intersphere (www.twitter.com/intersphere) www.linkedin.com/in/vincentteo