intro to digital marketing - clickz live hong kong 2014
TRANSCRIPT
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Digital Marketing Fundamentals
Intro
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Digital Marketing Fundamentals
Founder & CEO, MWISince 1999
Hong Kong . Salt Lake City . Phoenix
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Digital Marketing Fundamentals
Writer
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Digital Marketing Fundamentals
Speaker / Presenter
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Digital Marketing Fundamentals
Statistics(interesting ones)
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Digital Marketing Fundamentals
The Big Picture
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Digital Marketing Fundamentals
4.3 Billion
Source: http://www.worldpopulationstatistics.com/asia-population-2013/
Asia Population, 2013
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Digital Marketing Fundamentals
4.9 Billion
Source: http://en.wikipedia.org/wiki/World_population
Asia Population, 2030
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Digital Marketing Fundamentals
525 Million
Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets
Asia Middle Class, 2013
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Digital Marketing Fundamentals
3.1 Billion
Source: http://www.reuters.com/middle-class-infographic
Asia Middle Class, 2030
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Digital Marketing Fundamentals
9.4%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific Internet Penetration, 2005
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Digital Marketing Fundamentals
31.9%
Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx
Asia-Pacific Internet Penetration, 2013
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Digital Marketing Fundamentals
344 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Internet Users, 2005
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Digital Marketing Fundamentals
1.3 Billion
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Internet Users, 2013
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Digital Marketing Fundamentals
0
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Mobile Internet Users, 2005
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Digital Marketing Fundamentals
895 Million
Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/
Asia-Pacific Mobile Internet Users, 2013
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Digital Marketing Fundamentals
1 Billion+
Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/
Asia-Pacific Mobile Internet Users, 2015
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Digital Marketing Fundamentals
“In 2013, Global PC Shipments Suffered the Worst Decline in PC Market History”
Sources: Gartner http://www.gartner.com/newsroom/id/2647517
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Digital Marketing Fundamentals
680 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphone Sales, 2012
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Digital Marketing Fundamentals
968 Million
Sources: Gartner http://www.gartner.com/newsroom/id/2665715
Worldwide Smartphone Sales, 2013
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Digital Marketing Fundamentals
Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138
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Digital Marketing Fundamentals
The Big PictureAsia-Pacific Middle Class + Internet + Mobile
=Big Opportunity
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Digital Marketing Fundamentals
Hong Kong Statistics
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Digital Marketing Fundamentals
97.6%Hong Kong Internet Penetration
Source: http://www.censtatd.gov.hk/hkstat/sub/sp120.jsp?productCode=C0000052
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Digital Marketing Fundamentals
63%Hong Kong Smartphone Penetration
Source: http://think.withgoogle.com/mobileplanet/en/
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Digital Marketing Fundamentals
62%of Hongkongers used smartphone to
access Internet within past 7 days
Source: http://think.withgoogle.com/mobileplanet/en/
Within the past 7 days
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Digital Marketing Fundamentals
39%of Hongkongers used a search engine on mobile phone for product search
Source: http://think.withgoogle.com/mobileplanet/en/
Within the past 7 days
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Digital Marketing Fundamentals
16%of Hongkongers purchased a product or
service using smartphone
Source: http://think.withgoogle.com/mobileplanet/en/
Within the past 7 days
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Digital Marketing Fundamentals
Source: comScore Media Metrix, March, 2013
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Digital Marketing Fundamentals
33%Yahoo Search Engine Market Share in Hong Kong
Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/
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Digital Marketing Fundamentals
65%Google Search Engine Market Share in Hong Kong
Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/
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Digital Marketing Fundamentals
Hong Kong AdvantagesInternet Penetration
Business Environment Affluent Population Position Within Asia
Diversity Free Press
Mobile Usage Culture
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Digital Marketing Fundamentals
Hong Kong DisadvantagesTalent Shortage
Lack of Ecommerce Infrastructure Small Local Market
Culture
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Digital Marketing Fundamentals
Asia Statistics
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Digital Marketing Fundamentals
Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/
To what extent do you take
action on the following forms of advertising?
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Digital Marketing Fundamentals
Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/
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Digital Marketing Fundamentals
Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/
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Digital Marketing Fundamentals
Source: http://www.statista.com/statistics/296249/search-engine-advertising-effectiveness-by-region/
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Digital Marketing Fundamentals
Global Statistics
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Digital Marketing Fundamentals
Source: http://www.statista.com/statistics/254393/allocation-of-marketing-budgets-worldwide-by-channel/
Will your marketing
budget decrease,
increase or stay the same in 2013?
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Digital Marketing Fundamentals
Source: http://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/
Google Dominates
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Digital Marketing Fundamentals
Where Should I Focus?
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Digital Marketing Fundamentals
SocialSEO
Online PR
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Digital Marketing Fundamentals
Social
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Digital Marketing Fundamentals
Source: http://www.statista.com/statistics/233989/number-of-social-network-users-in-asia-pacific/
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Digital Marketing Fundamentals
1.32 BillionFacebook Monthly Active Users
(up 14% since last year)
Source: http://investor.fb.com/releasedetail.cfm?ReleaseID=861599
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Digital Marketing Fundamentals
4.4 MillionFacebook Active Users
in Hong Kong
Source: http://wearesocial.sg/blog/2014/01/social-digital-mobile-apac-2014/
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Digital Marketing Fundamentals
86%Hong Kong Facebook Users Access
Facebook Via Mobile Device
Source: http://www.marketing-interactive.com/peek-into-facebook-hong-kong-digs/
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Digital Marketing Fundamentals
71%Hong Kong Smartphone Owners
Access Social Networks Daily
Source: http://think.withgoogle.com/mobileplanet/en/
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Digital Marketing Fundamentals
143.8 MillionWeibo Monthly Active Users
vs. 241 Million for Twitter
Source: http://www.techinasia.com/sina-weibo-facts-stats-as-ipo-starts/
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Digital Marketing Fundamentals
Source: http://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/
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Digital Marketing Fundamentals
Source: http://www.socialbakers.com/all-social-media-stats/youtube/country/hong-kong/
Fastest Growing YouTube Channels In Hong Kong (views per month)
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Digital Marketing Fundamentals
Source: http://www.socialbakers.com/all-social-media-stats/twitter/country/hong-kong/
Top 5 Twitter Brands in Hong Kong
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Digital Marketing Fundamentals
Why Social?
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Digital Marketing Fundamentals
Search EnginesReplaced the Phone Book,
the Mall, and the Library
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Digital Marketing Fundamentals
Social
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Digital Marketing Fundamentals
SocialMore Than Buttons
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Digital Marketing Fundamentals
SocialMore Than Sharing
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Digital Marketing Fundamentals
SocialMore Than Marketing
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Digital Marketing Fundamentals
SocialCannot Be Automated
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Digital Marketing Fundamentals
SocialBuilding Community
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Digital Marketing Fundamentals
SocialLike > Love > Defend
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Digital Marketing Fundamentals
SocialStarts With Strategy
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Digital Marketing Fundamentals
Is Social Right For Me?What are our objectives?
What problem are we solving? Why will this work?
What investment will be required? Which network should we focus on?
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Digital Marketing Fundamentals
Which Social Network?General audience? Facebook
Chinese? Weibo, WeChat English? Facebook
Visual? Instagram, Facebook, Pinterest Niche? Twitter, Google+
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Digital Marketing Fundamentals
How To Build CommunityShow Up Be Real
Don’t Advertise Add Value
Be Sensitive
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Digital Marketing Fundamentals
Case Study #1Burberry, Facebook
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Digital Marketing Fundamentals
Are They Showing Up?
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Digital Marketing Fundamentals
Are They Being Real?
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Digital Marketing Fundamentals
Are They Advertising?
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Digital Marketing Fundamentals
Are They Adding Value?
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Digital Marketing Fundamentals
Are They Being Sensitive?
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Digital Marketing Fundamentals
Case Study #2Emerson Salon, Facebook, Twitter
Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/
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Digital Marketing Fundamentals
Are They Showing Up?
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Digital Marketing Fundamentals
Are They Being Real?
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Digital Marketing Fundamentals
Are They Advertising?
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Digital Marketing Fundamentals
Are They Adding Value?
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Digital Marketing Fundamentals
Are They Being Sensitive?
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Digital Marketing Fundamentals
Results 13,818 Twitter followers 1,780 likes on Facebook
75% of clients from Internet 400% increase in revenue over 2 year period
Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/
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Digital Marketing Fundamentals
Want to Learn More?http://moz.com/beginners-guide-to-social-media/
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Digital Marketing Fundamentals
Questions / Break
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Digital Marketing Fundamentals
SEO
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Digital Marketing Fundamentals
Search EnginesGoogle, Yahoo, Bing, Baidu, Yandex, etc.
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Digital Marketing Fundamentals
Crawl, Index
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Digital Marketing Fundamentals
Good Answers, Fast
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Digital Marketing Fundamentals
Algorithms
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Digital Marketing Fundamentals
Search Engines: Why They Rank What They Do
Happy Searchers = $ $ $
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Digital Marketing Fundamentals
Search Engines Are Dumb
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What is this photo of?
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Digital Marketing Fundamentals
Search Engines Want To Be Human
But They’re Not There Yet
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Digital Marketing Fundamentals
How Important Are Rankings?
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Digital Marketing Fundamentals
So How Do I Rank?Help Google Make Searchers Happy
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Digital Marketing Fundamentals
How Do I Do That?Search Engine Optimization (SEO)
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Digital Marketing Fundamentals
SEOAll Natural, All Organic
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Digital Marketing Fundamentals
5 Parts of SEO1. Keyword Strategy 2. On-Site Basics 3. Quality Content 4. Quality Links 5. Analysis
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Digital Marketing Fundamentals
KeywordsSearch Volume, Relevancy, Competitiveness
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Digital Marketing Fundamentals
KeywordsDon’t Ignore The Long Tail
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Digital Marketing Fundamentals
On-Site Basics
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Digital Marketing Fundamentals
On-Site Basics
Indexable Content
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Digital Marketing Fundamentals
On-Site Basics
Crawlable Links
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Digital Marketing Fundamentals
Keyword Tips1. In title tag, toward beginning 2. Prominently visible on page 3. 2-3 times within body 4. Once in alt image tag 5. Once in meta description tag
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Digital Marketing Fundamentals
ContentDetailed Information, News, Blog, Tips, FAQs
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Digital Marketing Fundamentals
Quality ContentSo Interesting A Human Would Read It
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Digital Marketing Fundamentals
Quality LinksFrom Relevant, High Quality Websites
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Digital Marketing Fundamentals
AnalysisModify, Measure, Repeat
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Digital Marketing Fundamentals
Analysis Tools1. Google Keyword Planner 2. Google Analytics 3. Google Webmaster Tools 4. MySEOTool.com 5. Majestic SEO 6. SEMRush
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Digital Marketing Fundamentals
What To Measure1. Visitors 2. Queries 3. Rankings 4. Links 5. Conversions!
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Digital Marketing Fundamentals
Case Study - Makeup
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Digital Marketing Fundamentals
Source: http://www.statista.com/statistics/296653/china-high-end-cosmetics-most-searched-brands/
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Digital Marketing Fundamentals
In Title Tag, Toward BeginningCurrently: “Sasa.com: Clarins”
Better: “Clarins - Sasa Cosmetics”
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Digital Marketing Fundamentals
Prominently On Page
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Digital Marketing Fundamentals
2-3 Times in Body
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Digital Marketing Fundamentals
Once in Alt Image Tag
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Digital Marketing Fundamentals
Once in Alt Image Tag221 alt tags 172 empty
“Clarins” never used once in an alt tag
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Digital Marketing Fundamentals
Once in Meta Desc. TagCurrent: “Clarins Catalogue, Best Sellers, Sasa.com: Best Beauty & Health Care Products” Better: “Sasa carries the full line of Clarins face and body treatment oils. Buy online or in-store.”
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Digital Marketing Fundamentals
SummaryDecent Rankings, Room for Improvement
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Digital Marketing Fundamentals
Want to Learn More?http://moz.com/beginners-guide-to-seo
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Digital Marketing Fundamentals
Questions / Break
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Digital Marketing Fundamentals
Online PR
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Digital Marketing Fundamentals
What Is Online PR?Online media placement that is not
purchased, typically obtained by influencing media producers.
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Digital Marketing Fundamentals
3 Forms of Placement
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Digital Marketing Fundamentals
Feature Stories
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Digital Marketing Fundamentals
Expert Mentions
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Digital Marketing Fundamentals
Helpful Content
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Digital Marketing Fundamentals
Why Online PR?
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Digital Marketing Fundamentals
Creates Brand Recognition
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Digital Marketing Fundamentals
Establishes Credibility
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Digital Marketing Fundamentals
Drives Traffic
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Digital Marketing Fundamentals
Improves SEO Efforts
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Digital Marketing Fundamentals
Great For Your Ego
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Digital Marketing Fundamentals
How?
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Digital Marketing Fundamentals
Step 1 - Great Content
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Digital Marketing Fundamentals
Good Content Is So Interesting
You Would Read It
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Digital Marketing Fundamentals
Great Content Is So Interesting
You Would Pay To Read It
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Digital Marketing Fundamentals
Step 2 - Pitch Publishers
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Digital Marketing Fundamentals
Pitching The MediaWhen reaching out to writers, journalists, bloggers, and other media producers, DO
NOT…
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Digital Marketing Fundamentals
Do Not…
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Digital Marketing Fundamentals
Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.
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Digital Marketing Fundamentals
Do Not…Tell Me You’re SpecialShow me.
In 5 seconds or less.
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Digital Marketing Fundamentals
Do Not…Tell Me I Can Help YouI’d love to help you, and I’d love to help the
other 20 people who contacted me this morning, but I can’t help everyone.
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Digital Marketing Fundamentals
Do Not…Ask To Talk On PhoneOffer, don’t ask.
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Digital Marketing Fundamentals
Do Not…Think About YourselfMake it about the writer/publisher.
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Digital Marketing Fundamentals
Do…
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Digital Marketing Fundamentals
Understand What I WantAs a writer, I want my article here.
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Digital Marketing Fundamentals
Know What I’ve WrittenIf I just wrote a story about your competitor, what are the
chances I’m going to write a similar story about your company?
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Digital Marketing Fundamentals
Know My InterestsI write about Hong Kong, entrepreneurship, and digital
marketing. But preferably all three.
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Digital Marketing Fundamentals
Offer Something Valuable“I have an idea for an article that I believe would get a lot of
attention and social sharing.”
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Digital Marketing Fundamentals
Tell Interesting Stories
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Digital Marketing Fundamentals
But I’m Not Interesting
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Digital Marketing Fundamentals
Nonsense!
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Digital Marketing Fundamentals
You Are An Expert
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Digital Marketing Fundamentals
5 Ways To Create Interesting Stories
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Digital Marketing Fundamentals
1. Problem-Agitate-Solve
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Digital Marketing Fundamentals
2. Tie-in
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Digital Marketing Fundamentals
3. Tell Secrets
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Digital Marketing Fundamentals
4. Look At Your Data
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Digital Marketing Fundamentals
5. Interview Someone
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Digital Marketing Fundamentals
Once You Have A Story…Channels, People
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Digital Marketing Fundamentals
ChannelsIndustry websites Niche websites
Blogs Influential social media accounts
Media-sharing websites (YouTube) Social networks
Forums Wikis
Top-tier websites
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Digital Marketing Fundamentals
People1. Select a channel first
2. Create a profile for each writer 3. Pitch one story to one writer at a time
4. Learn something from each interaction
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Digital Marketing Fundamentals
Case StudiesHow businesses have successfully pitched me.
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Digital Marketing Fundamentals
Case Study 01SEO Gadget, Infographic
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Digital Marketing Fundamentals
Case Study 02HWTrek, Advice & Coffee
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Digital Marketing Fundamentals
Case Study 03Builtvisible, Content Marketing
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Digital Marketing Fundamentals
HAROHelp Out A Reporter (HARO)
HelpAReporter.com
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Digital Marketing Fundamentals
Keys to Success w/HARORespond quickly
Include “HARO - [story request]” in subject line Give them what they want, nothing extra
Give them what they want in the first sentence
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Digital Marketing Fundamentals
Other “Pitches”
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Digital Marketing Fundamentals
I’ve Got Quotes“I saw your article on the cosmetics industry. I work for a cosmetics company. If you ever need a quote for a future
article on the cosmetics industry, let me know.”
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Digital Marketing Fundamentals
I’ve Got Connections“I saw your article on the cosmetics industry. I work for a cosmetics company and have a lot of connections in the
industry. If you ever need a source for an article, let me know and I’d be glad to make some introductions.”
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Digital Marketing Fundamentals
I’ve Got Data“I saw your article on the cosmetics industry. I work for a
cosmetics company and have lots of data about the industry. If you ever need stats or figures to support an
article you’re writing, let me know.”
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Digital Marketing Fundamentals
I’ve Got Pictures“I saw your article on the cosmetics industry. I work for a
cosmetics company and we’ve used data about the industry to create some interesting infographics and visualizations. If you ever need something visual to
accompany your writing on the cosmetics industry, let me know.”
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Digital Marketing Fundamentals
Think DigitalGet the link!
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Digital Marketing Fundamentals
Questions