Digital Marketing for

Gian P Mathur

Presented by:

Ram N Kumar

@ramnkumar

+91 9873916683

The Social Media Revolution

Wall Street Journal: Email OUT, Social Media IN

• Email’s reign as king of communications is over Services like Twitter and Facebook promise to rewrite we communicate

In the last 12 months, Social

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• Media usage grew 50% faster than e-mail. – David Liu at AOL calls it “replacing

the in-box with a river that continues to flow as you dip into it.”

Leading Social Networks B to B for Marketing (August 2012 study):

86% of marketers now using social media – up from 20% in

2009. A 230% increase!

Facebook

1060 million registered users. Most used social media site.

High use (60%) among business to business marketers.

Median age 33, up from median age of 27

Twitter— 12 million registered users

In August, 125 million unique visitors --up from two million

a year ago.

LinkedIn -- Largest network of business professionals.

What is Social Media Social Media Marketing is the integrated use of different social media channels/networks to:

Marketing? •

– Share information about your company Instantly interact with customers & prospects Spread the word about new product launches, upcoming events

Reach customers and prospects through different online/digital touch points

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Why Social Media?

• Serves as powerful driver for Web site traffic, e-newsletters, blogs, articles & trade shows/events Builds organic searc engine traffic for you business

Offers cross-channe marketing products/services

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Why Social Media?

• It enables your business to instantly engage with customers & prospects, and gives your customers a way to directly interact with you Viral growth of social media helps • expand business reach, grow customer base

It Still Starts With Web Site

• Increase Web Site Traffic/ Effectiveness with Proven SEO (Search Engine Optimization) Strategies –

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Is Web site professional? Does Web site deliver compelling, clear sales message?

Does it have call-to-action and data capture elements throughout?

Is it optimized with keywords, title descriptions, etc. for search engine pick up?

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Six Steps for GPM Successful Social Media

1. Plan

Our Goal

Program

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Drive Brand loyalty with our exclusive content

Increase Web Traffic Build Customer Loyalty

Expand Brand Awareness

• Plan to achieve those goals e.g: –

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Vertical markets to target Social networks – blogging, facebook, twitter, pinterest, Linkedin and YouTube

Ongoing communications plan to implement

Goal-specific promotions

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Six Steps for Successful Social Media

Leverage all Social Networks that Make Sense

Program 2.

– Facebook & Twitter key social mediums for businesses, but not only networks to consider Tap established LinkedIn networks by launching LinkedIn Business Group and inviting all LinkedIn contacts to join

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• Post frequent news updates, invites to join Facebook, Twitter etc.

– Feature projects, capabilities through videos on YouTube

Six Steps for Successful Social Media

Start a Blog

Program 3.

– Provides fresh, relevant content for clients, prospects • can be pushed out through social

networks/e-newsletter –

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Generates search engine traffic Provides two-way interaction with customers/prospects • Opens door to fun, interactive

promotions

Six Steps for Successful Social Media

Advertise your Social Networks

Program 4.

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Full company buy-in and support is crucial Advertise Social Networks at every available touch point •

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Web Site Company Email Signatures

Press Releases

E-Newsletters

Business Cards, Letterhead

Brochures

Print Advertising materials

Six Steps for Successful Social Media

Think Promotion

Program 5.

– Today’s consumers: • Like to engage in two-way interaction with

businesses Like to be rewarded for their participation •

– Use promotions to build GPM social networks AND to leverage customers’/prospects’ social networks to drive new leads to your Web site • Social Networks Building Promotion – Gift a pen

campaign

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Six Steps for Successful Social Media Program

6. Stay Engaged –

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Interesting, Relevant Content is Key Keep it Human/Fun

• Not always away selling products & services Use as question/answer forum, post interesting, fun thoughts of day, etc.

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– Frequent Communication Important

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Daily conversation recommended •

Architecture Firms Using Social Media

Companies on Twitter •

– Lamidesign architect and publisher of modern house plans, and advocate for modern housing Merchantville, NJ Various Architects Oslo based collaborative design office Oslo, –

Norway ViaArchitecture updating you about architecture and upcoming events in the VIA world. (http://www.via-architecture.com/)

GenslerOnCities Discussions, musings and ideas about design, sustainability+urbanization. Gensler ’s Leah Ray + Lisa Beazley tweet about all things urban. (http://www.gensler.com/)

HolzmanMoss Holzman Moss Architecture is a national planning, architectural, and interior design firm with a 40-year legacy of making memorable spaces. (http://www.holzmanmoss.com/)

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• Companies on Facebook –

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COOP15 Architecture PB Elemental Architecture Architecture & Design Museum, Los Angeles HolzmanMoss

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Architecture Firms Using Social Media

How Global Architecture Firm HOK is Maximizing Social Media

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Facebook: http://www.facebook.com/HOKCareers Twitter: http://twitter.com/hoknetwork LinkedIn:

http://www.linkedin.com/companies/6624/HOK?csrfToken=ajax%3A- 3678114676720875136 YOUTUBE: http://www.youtube.com/user/hoknetwork

HOK India Blog: http://www.hokindia.com/

HOK BIM Solutions: http://hokbimsolutions.blogspot.com/

HOK The Green Workplace blog:

http://www.thegreenworkplace.com/

HOK Events: http://www.hokevents.ca

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Social Media Questions

• Common Mistakes Firms Make with Social Media – Assuming it is a magic bullet, end-all

solution Launching social media pages but not advertising social networks or actively building them out and

frequently engaging people who join

Focusing only on product/service

pushing Avoiding it due to fear of unknown

Not having full company buy-in

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Social Media Questions Controlling Messaging/Corporate Brand/Identity via Social Media Marketing

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– By actively engaging customers through social media and being responsive, we can quickly address concerns raised and turn negative into positive

• Reliance example – Interacting with customers through social

networks provides valuable feedback you need to improve where necessary • Gives customers the voice they want

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Social Media Questions

• Social Media for B2B Marketing – Remember that Social Media is a

Communications Vehicle • What makes it so powerful: Instant

two-way interaction, viral power, FREE

– Use it to communicate same messages you would regularly communicate to clients Provide blog links, newsletter links, links to relevant, interesting industry news, personal thoughts

Consider promotions

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Become vital communications source and leading voice in your industry –

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Social Media Metrics for Measuring Impact and Effectiveness of Social Media Campaigns

Questions •

– Depends on specific goals set at beginning of social media campaign • Driving no of likes • Increasing your Klout Score

• Suggest a direct engagement promotion through social media

• Increase Customer Loyalty

• Build/Expand Brand Awareness?

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Digital PR

• Use Press Release Distribution Services that focus on Social Media Optimization – Optimize your press

release for social media •

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Hyperlinks Keyword Tags

Twitter

RSS Feeds

Video Embedding

Web Site URL

• Cross-Promote Social Media sites –

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On Web site & e-newsletters Through email signatures

Through social media posts 23

Social Media

Social media Targets: • Minimum increment of 1000 likes per month on facebook. • Minimum thrice in a week update on various social media handles • An average of 200 people talking about our page • In a years time our follower based should be over 20000

Scope of Work • Online media research • Creating a best suitable social media story to drive traffic • Launching new campaigns online • Posting contents, managing content • Driving indexing, back links of website • Driving likes and membership on online forums (with Ad/without Ad) • Social media PR (Approval required for paid services)

Deliverables: SEO

We will undertake the following activities under the Search engine

optimization process:

• Content optimization

• Enhance the keyword density on the pages that need it.

• Page and link renaming

• By renaming the pages and the links within your website using your target keywords

we can increase the keyword density of your site allowing the search engine spiders

to rank your pages a lot higher.

• Site-map update / creation

• Site maps act as the roadmap of your website for search engine crawlers. The more

of your website a search engine can see the better change you have of ranking

higher in a search result for a certain topic. A full text based site map is crucial in

making the site search engine friendly.

• News Section update / Creation of RSS Feeds / Feed Validation

• RSS (Really Simple Syndication) is a family of Web feed formats used to publish

frequently updated content such as blog entries, news headlines or podcasts. An

RSS document (which is called a "feed" or "web feed" or "channel") contains either a

summary of content from an associated web site or the full text.

Check List of activities

1. Keyword list finalization 2. Key Phrases list finalization 3. Update Meta Tags 4. Update Alt Tags 5. Update Robots 6. Update XML 7. RSS Feed Creation 8. Update Google Site Map 9. Update Yahoo Site Map 10. Inbound Linking 11. Check Broken Links 12. Page Rank 13. Actual Link in Google 14. Actual Link in Yahoo 15. Back Link 16. Cached Date By Google 17. Cached Date By Yahoo 18. Search Engine Submission 19. Directory Submission 20. Blogs Submission 21. Article Submission 22. Link Exchange 23. News Section 24. favicon.ico

We will submit individual pages of your site independently, a practice

known as deep submission to all major search engines including

those which are country and industry-specific to help you get the best

rankings possible in the best and most popular search engines.

• Deep Submissions to top Search Engines: Teoma, Alta Vista, Ask Jeeves,

All the Web, Excite, HotBot, Fast, Google, Info seek, Jayde Online

Directory, Lycos, MSN, WebCrawler, AOL, ODP and Yahoo (optimised

pages)

• Manual Submissions to Regional Search Engines and Directories (home

page to 5 engines and directories)

• Manual Submissions to Industry-Specific Search Engines and Directories

(Paid submissions on Yahoo (home page + the charges)

• Submission report - The website is submitted in relevant category and

directory having good PageRank.

Project Success Measurement Criteria

Here are some criteria which will be part of our report

1.An overview of work performed 2.Target audience research report 3.Keyword research findings 4.Competitive analysis 5. Keyword rank reports 6.Search engine traffic 7.A snapshot of your performance during that time period 8.A comparative snapshot of your performance from that time period to the

previous time period 9.Page Rank details (exact details improvement/no improvement) 10.A longer term performance update (yearly) 11.Specific areas of improvement 12.Specific needs still to be addressed 13.How their work relates to the performance over that time period

Social Media Marketing

Presented by: Digitallies Strategies

www.digitallies.in

www.theideaworks.in