MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium

8/7/2019 MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium

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MARKETING ONLINE Tools & Strategies to Grow Top-Line Revenue

Mountain Travel SymposiumThursday, April 7th



Introduction & Agenda

Agenda Shameful Brand Plug

Verbal Laser Release & Warm-up

Digital Marketing State of the Nation

Opportunities to Up-level Your Digital

Marketing Performance

Q&A (Prize Time)

Links and Resources

2

Mike Corak VP of Strategy, ethology

@mikecorak



About ethology

strategic digital marketing

ethology is a digital marketing firm that believes earned and owned

media is as important as paid. Redefining industry standards and

strategies, ethology evolves its efforts in real-time, based on market

intelligence, emerging trends and competitive insight, to propel itsclients forward towards digital success.

3

the ethosystem



ethology: Client Sampling



LASER FINE PRINT



Medical Release

6

I (insert name) swear that I will not shoot the

presenter, other attendees, or anyone else

for that matter, in the eye with my laser.

I Accept



WARM UP



8



9



DIGITAL MARKETING

STATE OF

THE NATION



We employ a full suite of digital marketing tactics (website,

search, social, email«)

11

YES NO



³ Yep, we¶re already doing that́

12



When a new tactic becomes buzz worthy (social, mobile,

etc), we want to immediately employ it!

13

YES NO



Which Tactic Produces the Best ROI?

Social

Media

Display

Advertising

Search

Email AffiliateMarketing

Mobile



Per the DMA, It¶s Email Followed By Search

15Source: Direct Marketing Association (DMA) The Power of Direct Marketing 2010

SearchEmail

2x the return of search Leading the rest of the pack



I have an integrated digital marketing plan that aligns budget

with ROI «

16

YES NO



I am a publisher

17

YES NO



Why Yes You Are (We All Are): Random Content Publishing

Statistics

18

�3 trillion web pages indexed by Google (+50 Billion unique)� 90 trillion emails sent annually

� 3.5 billion conversations occurringdaily � 4 billion images on Flickr � 2.5 billion images uploaded toFacebook each month� And on and on and on



Authoritative and Relevant Content Growing More Important

by the Minute

19



The Most Common Digital Marketing Opportunities for

ethology Clients

20

Digital Marketing Health: Measuring Performance of ROI Producers In

Relation to the Marketplace and Adjusting Efforts Accordingly

Listening: Understanding What Your Target Audience Wants To ImproveRelevance and Success

Content Marketing: Moving from Advertiser to Authority

Digital Marketing Strategy and Planning: Creating a Measurable Plan Built

for Success



DIGITAL MARKETINGHEALTH



Digital Success: Content + Search + Social

True digital success is dependent on optimizing your

search, social and content marketing efforts with a

unified, truly holistic strategy.

�Content drives consumers to your brand and affects

every aspect of the decision making process. A

successful content strategy will consider all forms of

content,contextual & media-driven.

�Search addresses the accessibility

and strategic focus of your content,

ensuring your brand is visible in the

right places, for the right searches.

�Social ensures your content created is in the right

context, appears in the right venues, and supportsconsumer intent.

SearchSearch

SocialSocial

ContentContent



High-Level Competitive Tactical Assessments

Example: ethology Market Analysis Report

Input: 4 competing site URLs and inclusion on your email list

FYI ±we can do this for you ± see me after

Concentrating on tactics with the highest potential for return

Co

ntentSo

cial MediaS

earch



Step 1: Search Engine Optimization (SEO)

Understand the effectiveness of

your SEO efforts v. the

competition

Data Sources and Tools:� Google Webmaster Tools

� Sycara

� SEM Rush

� Web Position Gold

� Raven Tools

� SEO Moz

24



Step 1: PPC (Paid Search)

Understand the efforts of

your competitors in paid

search for planning and

testing purposes

Data Sources:

� SpyFu

� SEM Rush

� Google Adwords

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Step 2: Content and Authority

26

Measure content quantity (potential for relevance and traffic attraction) and site authority for

planning purposes

Data Sources:�Google Webmaster Tools� Yahoo! Site Explorer �Sycara�SEM Rush�Web Position Gold

�Raven Tools�SEO Moz





Email Assessment

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Assess ROI, deliverability,

creative rendering, and overall

segmentation and execution plan

Data Sources:�Litmus

� ExactTarget

Acquisition

Conversion

GrowthRetention

Reactivation



Other Assessment Opportunities

Conversion Rate ± Shooting for +2%

Usability ± Optimize and test for all: time on site, page views, bounce rate

Competitive Link Analysis ± What links are common and uncommon in the competitive set (seeaforementioned SEO tools)

Competitive Traffic Assessment ± Compete.com, Hitwise

Demographic Assessment - Quantcast

Social Media Engagement ± What messaging and activities create the most buzz and drive themost traffic to your conversion points

Content Consumption ± What content is most consumed and how can more be produced,curated, and distributed

Testing, Measurement ± More of a question, do religiously test, measure, and adjust your digital marketing efforts?

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As for those shiny new objects«

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Don¶t be first to market ± learn from others and increase your chances for success

Don¶t be last to market ± leads can really become insurmountable

Social ± At a minimum, manage your reputation (check out Revinate), distribute content and divert media budget to Facebook advertising (the best deal online)

Mobile ± View your site on a smartphone. If you can¶t see it, 15% of your site visitors can¶t

either. Create a web friendly version with contact info, directions, popular content (images

and text), and booking abilities



LASER BREAK!



I¶d like to take a 10 second break for a FUN Laser-Related

activity before moving on«

32

YES NO



Laser Tattoo Removal

33



LISTENING



I listen to what my customers want online

35

YES NO



Build Relevance by Understanding Consumer Vernacular

36

2005: DENTAL HEALTH/CARE 5X VOLUME OF ORAL HEALTH/CARE!

2010: 2x



Understand Content Demand in Relation to Your Business

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Beyond brand, develop a keyword target list to guide your content planning and distribution efforts:

Search

What keywords perform best beyond brand phrases?

What phrases are you targeting?

What content is of interest to the public?

Your Assets (Website / Microsites / Social / email)

What content is most highly consumed?

Offline/Brand

What are you known for?



Understand Content Demand in Relation to Your Business

38

Take topical interest related toyour business and listen toconsumer conversations for:

Points of interest Types of popular content

Location of conversations

Identify influencers



CONTENT MARKETING



How many journalists/copywriters do you have on staff?

Yeah Right +21



Content Planning Process and Insights

Research Topical Areas of Interest Available for Brand

Connection

Your ³ One Thing´ ± What¶s Your Brand Promise

Outline Your Goals

Identify the Team

Analyze Target Audience Audit Existing Content Fort Quality and Demand

Strategy and Plan: Create Authoritative Content For

Consumption and Conversation Starting, News for Industry

and Public Awareness, Engage, and Create Interactive

Promotions

Select Outposts According to Research and Plan Needs

Create a Content Calendar Across All Channels

Create, Optimize and Distribute Content

Measure, Test, Do It Again

SearchSearch

SocialSocial

ContentContent



SocialContent Distribution

Offsite Content

Video: Keyword & Geo-targeted

Images: Keyword &Geo-targeted

Podcast: Downloadable Audio

PPT Presentations: Slide SharingE-book: PDF of Whitepapers

Articles: Content Syndication

Press Releases & Newsletters

Infographics: Industry Charts

Research Reports &Surveys

Widgets:Links Embedded

Blog Posts: Links Embedded

Your Brand

Social Bookmarks

Social Network Profiles

Videos

Images

Podcasts

Content Syndication

PressReleases

Blog Posts

Online Articles

Industry Related

Sites



Ongoing Listening, Reporting and Guidance

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000

En vir on me ntal Te chnology Se rvice s In fo rmatio n Employme nt Mar ke ts

Main ategories by Social Mentions

Radian6 � Brand Monitoring

� Reputation Management

�Topical Trends

� Content Types

� Outpost Identification

� Influencer Identification

Social Outpost Reporting� Followers

� Engagement

Google Analytics & Offline� Site Traffic and Usage

� Inbound Calls/Contracts



DIGITAL MARKETINGSTRATEGY AND PLAN



How¶s your plan looking now?

45

GREAT,

THANKSFOR

WASTING MY TIME

WEVE GOT

SOMEWORK TO

DO



Strategy and Plan Development Process

46

InternetStrateg

y

Search & SocialData Mining,

Audience Researchand Segmentation

Current StateAudits

Full Communication& Engagement Plan

CompetitiveResearch

Identify your goals and objectives and create

KPIs

Note areas of outstanding and substandard

performance in the marketplace

Audit your efforts

Understand your audiences, their likely behaviors, and content demand

Record offline activities and note for online

support

Develop a strategy to support your brand

promise in a consistent way across all

channelsCreate a tactical plan across channels

(attraction, engagement, conversion,

retention)



Other Planning Tips ±Audience Behavior

47

As critical as understanding consumer

demand, understanding likely

consumer behavior is paramount to

any plan. For Social Media, check out

Forrester¶s Technographic tool:

http://www.forrester.com/empowered/tool_consumer.ht

ml



Other Planning Tips ± Usage Trends

48

Especially for new technologies and opportunities, always spend timeunderstanding what commonconsumer behavior looks like.

Example, when building a mobile presence, make sure informationgathering is the top priority, bookingsecond

(Again, you probably don¶t need and

app, make a mobile friendly version of your site first)



Other Planning Tips ±Budgeting

49

Budgets have yet to follow consumer

time spent with various media

Align budgets with time allocations,

and then prioritize for return



Other Planning Tips ± Local Marketing

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Other Planning Tips - Organize Internally for Success

� Roles and Responsibilities (Hire a Community Manager!)� Empower Subject Matter Experts With Training and a Plan� Armed with Content Demand Insights� With Measurable Goals and Frequent Check-inshttp://www.slideshare.net/jeremiah_owyang/keynote-social-business-f orecast-2011-the-year-of-integration



Pro-Tip: Utilize Remarketing to Relevantly Extend theConversation Beyond the Social Network (Display, Paid Search, Email)

Drive Users to YourConversion Points

Acknowledge the Social Networkand Conversation of Origin

Drive Users to YourConversion Points

Acknowledge the Social Networkand Conversation of Origin

Cookie the User and/or Tagthe Conversion

Cookie the User and/or Tagthe Conversion

Remarket and EngageOngoing Based on the

Originating Conversation

Remarket and EngageOngoing Based on the

Originating Conversation



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Website

BannersSocial Search and Social Interest

Locations ± GC, Sedona, cities

Activities ± outdoor

Images

Relevance Case Study from Online Marketing Summit 2010



Q&A(PRIZE TIME!)



Grand Prize Twitter Contest

The 3rd person to tweet the following wins some great digital marketing

reads:

I learned a ton from @MikeCorak of @ethologycom at #MTS2011 ± lasers

rule, and I might even win the grand prize!



THANK YOU! Mike Corak VP of Strategy

[email protected]

602.840.4343

@mikecorak

www.linkedin.com/in/mikecorak

Find This Presentation On SlideShare

www.slideshare.net/mcorak

Also see ³ Social Media for Hospitality´

Documents

MTS2011 Digital Marketing Tips and Tools ethology - Mountain Travel Symposium