Full-service online + interactive marketing firm

Presented to:

The 3 Prongs of Digital Marketing:

Search, Social and Analytics

Entrepreneurs’ Organization

Global Leadership Conference

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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

3

About Kelly Cutler

Kelly Cutler is the CEO of Marcel

Media, a Chicago-

based, interactive, marketing firm

specializing in Search Engine

Marketing.

Kelly‟s achievements include serving

as the first woman president of the

Chicago Entrepreneurs‟

Organization, instructing at the

University of Chicago and DePaul

University, and speaking on industry

topics across the country.

And two kids.

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/in/kellycutler

@kfcutler

The 3 Prongs of Digital Marketing

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Search

•Breaking Down SEO

•Tips

•Link Building Case Study

•Tools

Social

•Video

•Getting Started with Social Media

•Tips

•Tool Kit

Analytics

•Video

•New Analytics Tools

•Conversion Optimization

Example of a Viral Product Video

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Please take 5 minutes to fill out the worksheet. Your answers can involve past, previous, of future

online marketing initiatives. Please be prepared to share your answers with the group.

A digital marketing campaign that is performing well or worked well in the past and why?

A digital marketing campaign that has failed and why?

A digital marketing campaign you are interested in implementing but have not executed yet and

why?

Exercise

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Search Marketing

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A Breakdown of SEO

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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

7 Simple On Page SEO Tips

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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 (don‟t use

flash, don‟t place in footer)

Start a blog and syndicate content across the web

Press Release Optimization

7 Simple On Page SEO Tips

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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.

Benefits of Off Page SEO: Link Building

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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.

Examples of Backlinks

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Problem:

A financial client approached us almost two years ago and asked us

to come up with an online, viral marketing campaign to drive

traffic to a new .com site. After researching we found that people

wanted information about Mark-to-Market Accounting and The

Ratings Debate.

Off Page SEO: Link Building Case Study

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Solution:

We created a viral blogging strategy. The core of the strategy

revolved around creating a blog for each one of the viral topics.

The goal was to foster an interactive, informal and conversationally

driven environment for users to gather information on current trends,

ask questions and get advice.

We managed the submissions and syndication to social media sites, as

well as a (SEO) link building campaign to help ensure the blog articles

and websites show up on high on the SERPs.

Case Study: Solution

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• The client has won several Summit Awards for each of the blogs

• The blog sites are one of the top referrals of traffic to the .com

• Year- over- year the blogs following grows, on average, 500-600%

• Overall the viral campaign increased traffic to the blogs by 77%

• 89% of those visits are reoccurring visitors to the site

Case Study: Results

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• SpyFu – Competitive analysis tool

• Website Grader – Rates the search engine friendliness of your website

• Semrush - Tool for Google organic and AdWords competitors keywords research

• Search Based Keyword Tool (SKTool for short) - Keyword tool & traffic estimator;

type in words, phrases and websites

• Xenu Link Sleuth- Free desktop program that spiders your website

• Open Site Explorer – Backlink Analysis Tool

• Web Seer - Allows you to compare two

keyword suggestions against each other

and will show where the queries overlap

Search Marketing Tool Kit

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Does Your Website Make the Grade?

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http://websitegrader.com

Social Media: A Guide to Getting It Right

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THE NEW DORK - Entrepreneur State of Mind

(Jay-Z ft Alicia Keys Spoof)

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Small Business Social Media Stats

5/9/2011 Source: Socialmediatoday.com 20

Benefits of Social Media

5/9/2011 Source: Mashable.com 21

Getting Started with Social Media

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1. Creating a social media policy

2. Creating a social media strategy

3. What works: real world examples

4. Tips to get started with social media

5. Social monitoring tools

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 organization‟s comment policy

3. Trust: Employees should be trusted to communicate and develop relationships

with customers

4. Training: Provide complete training about how to blog, and review legal issues

with employees

5. Transparency: Full disclosure is imperative. Always call out commercial or

personal connections. Require employees to identify their relationship with the

company.

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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

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Best Practices: Social Media Strategy

1. Define a Distribution Strategy: Evaluate the main brand, sub brands and notable

personalities that are “follow worthy”

2. Create a Life Support System: Make sure each account has a dedicated community

manager that can respond quickly and effectively

3. Mission and Purpose: Know the audience you‟re trying to reach and have a purpose

for each account

4. Develop an Editorial Program: Evoke the new K.I.S.S. (Keep It Significant and

Shareable)

5. Construct a Listening Framework: Monitor your brand as well as the distinct

conversations related to each account

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Best Practices: Social Media Strategy

6. Escalation & Workflow: Draft a clear flowchart that details the steps for a variety

of “if this happens, then do this” situations

7. Social Media Brand Style Guide: This documents primary function is to define the

brand persona, characteristics, voice, and messaging

8. Serve Customers and Prospects: Each channel needs a service function that aims

to promote customer appreciation and loyalty

9. Response Time: Timing is everything and in brevity there‟s clarity

10. Define Benchmarks: Monitor the performance of each

account to improve its engagement and editorial strategy

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Social Media: How to Execute

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Emerson’s Seamless Execution

1. 75% of business sourced from Facebook, Twitter and their blog.

o website traffic tripled

2. Link to social profiles, links to all of their stylists’ social profiles, their

blog feed, and a button to book an appointment online.

3. After booking an appointment, a user can share their appointment with

friends on Twitter or Facebook.

4. Emerson Salon makes it a point to stay involved with the local community

and build a place where customers can gather for just about anything.

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• 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 hashtagand trending terms; great for TweetUps

• Twitter Trends: Identify real-time trends on Twitter

• STATS: 17% of US online consumers have created a Twitter account. IDEA: Create a Twitter account dedicated to customer service issues

Twitter Tip Sheet

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Facebook for Business

5/9/2011 Source: Buddy Media Facebook Study 30

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/

Frito Lay’s Facebook Success

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Frito-Lay set the Guinness World Record for Facebook Page “Likes” within a 24-hour

period. Frito-Lay‟s final tally was 1,571,161 “Likes” April 12, 2011.

Frito-Lay ran a few promotions at once:

• a replica of the company‟s Flavor Kitchen in New York City‟s Times Square and live

demonstrations on its Facebook Page.

• Tie in with Zynga‟s 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)

Frito Lay’s Interactive Facebook Application

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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

Social Media Tool Kit

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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

Social Media Tool Kit Continued

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Web Analytics

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Some Tips from a Google Expert

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What Analytics Can Do:

• Filter out internal traffic

• Track across multiple domains

• Easy tagging for all online marketing (including email signatures)

• Track eCommerce

• Set defined goals

• Track outbound links, PDF downloads

and form submissions

• Add cookie data to forms via Google

Analytics tracking cookie

• Set up tracking funnels and watch

abandonment points

Google Analytics: Capabilities

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Google Analytics: The Dashboard

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Visitor Behavior: Mobile Devices

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• User activity on your mobile website

• Users accessing your regular website from their high-end mobile device

• Users engaging with your iPhone or Android app

Visitor Behavior: Visitor Loyalty

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Visitor Behavior: Map Overlay

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Visualize volume (visits, pageviews) and quality (pageviews per

visit, conversion rates, per visit value) metrics by geographic region.

Analyzing Traffic: Referring Sites

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Any website (blog, forum, affiliate, etc.) that sends visitors to

your website will show up in this report.

Analyzing Traffic: Search Engines

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This graph shows overall trends while the table lists the search engines driving the trends

What Is Conversion rate optimization (CRO)?

CRO is how a visitor interacts with your website. CRO is the science of

persuading your site visitors to take actions that benefit your organization, or drive

your ROI.

Examples of CRO:

• online purchase

• online donation

• subscribes to a newsletter

• requests a quote

Conversion Optimization

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Thank you!

Questions?

Prepared by Marcel Media

445 West Erie, Suite 211

Chicago, Illinois 60654

www.marcelmedia.com

t. 312.255.8044

f. 866.643.7506

Kelly Cutler

kelly@marcelmedia.com

LinkedIn.com/kellycutler

Twitter.com/kfcutler

CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other

way without express consent of Marcel Media.

455/9/2011