Digital Marketing: SEM and Social Media

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18 Νοε 2013 (πριν από 3 χρόνια και 6 μήνες)

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Digital Marketing: SEM and Social Media

Will Taliaferro, Partner

GMMB

What We’ll Cover Today


The Changing Media Landscape


Analytics


Search Engine Marketing (SEM)


Search Engine Optimization (SEO)


Paid Advertising


Social Media Marketing

2

The Media Landscape Has Changed

Audiences are fragmented and hyper
-
connected

3

Yesterday

Today

-20.0%
-15.0%
-10.0%
-5.0%
0.0%
5.0%
10.0%
15.0%
20.0%
Percent
Change in
Audience 2009
-
2010

Online

Local TV

Network

TV

Newspapers

Audio

Magazines

Cable TV

Audiences Turn to the Web

4

Pew Research Center’s Project for Excellence in Journalism,

The State of News Media 2011

You must understand where you are before
you can set goals where to go.

5

6

Analytics

What is Web Analytics?

The measurement,
collection, analysis
and reporting of
internet data for
purposes of
understanding and
optimizing web
usage.

“On the Internet, no one knows you’re a dog.”

What is Google Analytics (GA)?


A FREE “enterprise
-
class” web analytics
solution that gives you rich insights into your
website traffic and marketing effectiveness.


EASY TO USE!

GA Answers Difficult Questions


How are visitors using my site?


How can I make my marketing campaigns more
effective?


Am I creating effective content?


Where and why are visitors leaving my site?


How do I improve site interaction?

GA Provides Valuable Data


Number of visitors


How long visitors spend on your site


Popular and problem pages


Search engine keywords being used to
find your site


Referring website traffic


Conversion data (how many are actually
becoming members!)

10

Dashboard

Visitors

Can see where visitors are from, what language
they speak, how frequently the visit, browser and
network capabilities, etc.

12

Visitors: Map Overlay

See where visitors are coming from:
worldwide, continent, country, state
and city.

13

Visitors Browsers

14

Traffic Sources

15

3 buckets of traffic:


DIRECT


Typed/Bookmarked,
Email Signature, Direct Click


REFERRING


From a 3
rd

party
site: Facebook, Twitter, etc


SEARCH ENGINES


From
Google, Yahoo!, etc.; this includes
paid or unpaid

Traffic: Referring

16

Content: Top Content

17


Displays most visited pages by URL


One of the most insightful reports

Traffic: Keywords


Paid and organic keywords that are driving
traffic to your site.

18

So…use analytics to establish your
baselines, set goals and go get new people!

19

20

Search Engine Marketing

Why Is It Important?

21

TRAFFIC!


The higher a
site
appears in the search
results list, the more
visitors
it will receive
from the search engine.


The more
keywords/phrases the
site is optimized for the
more opportunities for
driving traffic.

Organic

22

Search

term

Natural/Organic
Search Results

Search Engine Optimization (SEO)

The process of improving the volume or quality
of traffic to a

web site

or a

web

page via
"natural" or un
-
paid ("organic" or
"algorithmic")

search results

as opposed
to

search engine marketing

(SEM) which deals
with paid inclusion.


23

Paid Advertising

24

Search

term

Paid Advertising

Sponsored Links

Paid Search


Paid search marketing is the process of
gaining traffic by
purchasing ads
on search
engines

25

Paid Advertising

26

Why Use Paid Search Advertising?

27

User Driven


Users are searching

Measurable


Easy to track

Cost
Effective


CPC & you set the price

Messaging


Instantaneous changes

Results


Complements SEO

Paid Search: Ads

Effective Ads


Include keywords in your ad headline


Relate your ad to the content on your website


Be persuasive and informative


Ad text distinguishes you from the competition


Anatomy of Search Result

1.
Title Tag

2.
Meta Description

3.
URL/Cached

4.
Site links

5.
More Results


Title Tag

Title Tag:
A title tag tells both users and search engines
what the topic of a particular page is.



D
isplays a title for the page in search
-
engine results


D
efines
a title in the browser toolbar


P
rovides
a title for the page when it is added to favorites



Paid Search: Ad Targeting

Targeting your ad helps eliminate unwanted
clicks and gets your ad to the right audience.


Language targeting


Location targeting (Geo
-
target)


Networks


Devices


Demographic (Display Network Only)

Again, so…optimize search, augment with
CPC ads and drive searchers to your
content.

Then, go find other people where they
are…using social media.

32

33

Social Media Marketing

34

You should
consider joining
our group on
LinkedIn

35

What’s
all

this?

If
Facebook

were a

country, it would be

the third most

populated in the

world.


36

Facebook
is a social networking service that lets
you connect with friends, co
-
workers, and others
who share similar interests or who have common
backgrounds.


37

Facebook Pages

38

Twitter
is a real
-
time information network
that connects you to the latest information
about what you find interesting.



39

In English

Twitter

is a social media channel that allows
you to search and share information on a
variety of topics. It is a
microblog
.


40

That’s
3 times
last

year’s volume.

41

140 Million.


The average number of
tweets people send per day.

Twitter Feed


42

Smartphone Apps

What to Tweet


SHRM
-
posted and generated content.


What you’re reading.


Events you’re attending.


Retweet what someone else has said.


Ask a question or invite a comment.


Give an opinion and ask what people think.


LinkedIn

is the world’s largest professional
network on the Internet with more than 90 million
members in over 200 countries and territories.

45

46

LinkedIn: Threat or Opportunity?


LinkedIn counts executives from all 2010 Fortune 500
companies as members; its hiring solutions were used
by 69 of the Fortune 100 companies as of December 31,
2010.


More than one million companies have LinkedIn
Company Pages.


LinkedIn represents a valuable demographic for
marketers with an affluent & influential membership.


Thousands of developers are using LinkedIn APIs to
create innovative tools and services for professionals.

47

How You Can Use LinkedIn


Reach new influencers and acquire new members
through online recommendations and word of mouth.


Keep in touch with influencers who are engaged with
your chapter.


Build your industry network

online and in person.


Grow influence by answering questions in your area of
expertise.


Network with peers in your industry to establish your
chapter and you as HR professionals as thought leaders
and influencers.


Convince potential customers of your expertise by
sharing unique content.

48

And a final so…


Look at your current data and track performance


Determine baselines and set goals for digital growth, key
words


Optimize your site and author pages to include key
words


Use paid search to drive traffic…adjust in real time


Set up social media pages and manage the
communities…this is about the conversation and
engagement.


Stay on top of the content, provide relevant, valuable,
timely information


49

Resources


GA:

http
://www.google.com/analytics/education.html


SEO:
http
://static.googleusercontent.com/external_content/untrusted
_dlcp/www.google.com/en/us/webmasters/docs/search
-
engine
-
optimization
-
starter
-
guide.pdf


Google SEM:
http
://www.google.com/
ads


FB ads:
http://www.facebook.com/
advertising


LinkedIn ads:
http://www.linkedin.com/
advertising






50

Thanks for having me!

Happy to answer additional questions.

w
ill@gmmb.com

@WTaliaferro63







@ SHRM11, @weknownext, @HR