7 Pillars of Digital Academy

Webinar Presented by:Arman RoustaDigital Strategist & CEO of Blueliner

Feb 3, 20112:00 – 3:00pm EST

TM

SEO + Social Media + Online Advertising

Webinar AgendaWebinar Agenda

Interaction between SEO, Social + Online Media

7 PillarsTM Framework

Questions & Answers

Common Pitfalls

Case Studies

Appendix

7 Pillars Webinars

Useful Tools & Tech

Budget & Time Management

Interactive Marketing ClientsInteractive Marketing Clients

California Closets (Lifestyle)California Closets (Lifestyle)

Completely Bare (Beauty)Completely Bare (Beauty)

IZOD MenIZOD Men’’s Fragrance (Beauty)s Fragrance (Beauty)

Bogner (Fashion) Bogner (Fashion)

Allied Home Mortgage (Real Estate)Allied Home Mortgage (Real Estate)

New York Video School (Education)New York Video School (Education)

401kid (Finance)401kid (Finance)

CMS Forex (Finance)CMS Forex (Finance)

Guardian Water & Power (Energy)Guardian Water & Power (Energy)

Morningside Translations (Translations)Morningside Translations (Translations)

Blueliner is a reputable digital marketing agency based in New York, with presence in Asia, Latin America and Europe. We have built successful social, mobile and search campaigns for hundreds of clients, including:

Medical Hair Restoration (Medical)Medical Hair Restoration (Medical)

Manhattan Orthopaedic Care (Medical)Manhattan Orthopaedic Care (Medical)

Russia Today (Media)Russia Today (Media)

SogoTrade (Finance)SogoTrade (Finance)

Icebreaker (Fashion)Icebreaker (Fashion)

Lufthansa (Travel)Lufthansa (Travel)

Chaa Creek Resort (Travel)Chaa Creek Resort (Travel)

Celect.org (Social Media)Celect.org (Social Media)

Bid on the City (Real Estate)Bid on the City (Real Estate)

Red Clay Media (Marketing)Red Clay Media (Marketing)

pillar 1. Content (Copy, Video, Photography, Audio)

pillar 2. design UX (Branding, Web Development)

pillar 3. SEO (Organic Search, Organic CSE, Onsite Search)

pillar 4. digital Media (Paid Search, CPM, Affiliate, Retargeting)

pillar 5. CRM (Customer Service, Email Marketing, Web Analytics)

pillar 6. Social media (SMM, Online PR, Networks, Blogs, Games)

pillar 7. Mobile

The The 7 Pillars 7 Pillars of Digital Marketingof Digital Marketing

SEM Examples and StatisticsSEM Examples and Statistics

• 93% of all Internet traffic is generated from search engines

• Top 10 organic positions receive 78% more traffic than those in positions 11-30

• 97% of them never look beyond the top three results

• 76.7% of Google users use the natural search links (organic, unpaid listings)

*Source: Forrester Research, 2006

Case: Medifast Prospect on Google Case: Medifast Prospect on Google - The integration of SEO, PPC, Social Media- The integration of SEO, PPC, Social Media

Searches Per Month = 460,389

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - P5. Social Media- P5. Social Media Searches Per Month =

460,389

Social Media + PR Collaboration

- X -

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - The impact of SEO (Pillar 2)- The impact of SEO (Pillar 2)

SEO is required to achieve top organic search results.

Searches Per Month = 460,389

#1

#2

#3

- X -

Paid Search compliments SEO & Social with quicker and predictable results.

- X -

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - The impact of PPC (Pillar 3)- The impact of PPC (Pillar 3)

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - Revenue Opportunity- Revenue Opportunity

Revenue Opportunity for Medifast = $250,000 + (click for details)

Searches Per Month = 460,389

- X -

This analysis is for one keyword phrase, which presents several different marketing opportunities.

Monthly Statistics on "Diabetes Diet" search phrase# Searches # Clicks # Leads # Sales Revenue/Mo

460,389 13,812 1,381 345 $17,265

Revenue Assumptions

Click-Through Rate 3%Clicks-to-Leads: 10%Leads-to-Sales: 25%Clicks-to-Sales: 3%Avg. Initial Order $50Avg. Reorders/Yr: 5Avg. Reorders/Life: 25Cost Per Click: $1

Projected Long-Term Revenues

Annual Revenue $86,323Lifetime Revenue $431,615

Projected Costs

Cost/Mo: $13,812Cost/Lead: $10Cost/Sale: $40

Return to 7 Pillars Assessment

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - Potential ROI- Potential ROI

SEO Methodology (Keyword Selection)SEO Methodology (Keyword Selection)

• 5-Tier Keyword (KW) Priority System• Search Volume• Competitiveness – Layering and Latency• Relevancy• Maintenance of good positions• Pay Per Click conversion data• Long-Tail opportunities• Geo-Targeting opportunities

• Honing in on Top 25-50 Keywords

• Setup SEO Rankings for Top 50-100 KWs

SEO Methodology (On-Page Strategy)SEO Methodology (On-Page Strategy)

• Technical site check-up and modifications

• Infusing Meta Data with Top 25-50 Keywords across 1st level (key) website pages

• Utilizing Next 25-50 Keywords in Meta Data and content across 2nd level website pages

• Page footer development

• Location specific pages (geo-targeting)

• Quarterly refresh of Meta Data

SEO Methodology (Off-Page Strategy)SEO Methodology (Off-Page Strategy)

• Link Building• Free Links (# and quality of links achieved)• Paid Links (# and quality of links achieved)

• Other Off-Page Strategies Include• Social Media• PR (Interactive and Traditional)• Web Design & Development

SEO – Advanced Options

Deeper Competitive Analysis More Competitors (beyond standard 3, Deeper source information (Organic vs. Paid traffic) Deeper SEO Rankings on other KWs (long tail)

Expansion of SEO Services Cover more keywords and web pages Deeper local search geo-targeting Expand link building budget Optimize blog entries

Deeper Web Analytics Reporting Increase reporting frequency (monthly vs. weekly) User behavior and multivariate analytics Enable keyword and SE source data reporting

P2. SEO: Budgeting & Expectations P2. SEO: Budgeting & Expectations

Blueliner offers levels of SEO service, which impact the # of keywords and traffic targeted.

SEO + Other Pillars (Analytics, Social) SEO + Other Pillars (Analytics, Social)

Some Pillars work together, almost inseparably. They are all connected to one another.

• Podcast & Blog Marketing – Identify 1,000+ web properties, including blogs, for distribution. Linking content to various social networks and other relevant blogs.

• Link Building – Guiding a link building strategy, that correlates closely with existing PR/IR tactics, with the goal of acquiring links from high PageRank sites, containing the targeted anchor text.

• RSS/Feed Content Distribution - building the database.

• CGM/UGC (User Generated Content) – discussion boards, chat rooms, ezines, etc. and reputation management.

• Social Media Tagging – Bookmarking and talkbacks such as digg, stumbleupon and technorati.

SEO + Social Media SEO + Social Media

Content Distribution via Search & SocialContent Distribution via Search & Social

• SEO Strategy – Identify and prioritize 50+ relevant, high-volume keywords; rearchitect website(s) and marketing messaging around these keywords.

• Web 2.0 Website Revamp (Specs) – Fusing technical, marketing and creative strategy to implement an SEO and visually appealing website user interface.

• Site Architecture – XML Sitemaps, PageRank distribution, and overall website layouts, that are user-friendly and search engine friendly.

• Blog Design & Development – Regular blog positing of dynamic content on the site.

SEO + Other Pillars (Web Design) SEO + Other Pillars (Web Design)

When designing a website, SEO considerations come up throughout the process.When designing a website, SEO considerations come up throughout the process.

Search Engine RankingsSearch Engine Rankings• MONTHLY ANALYSIS ON

THE PORTFOLIO OF TOP KEYWORD TARGETS EXPLAINS TRAFFIC FLUCTATIONS.

• SEO STRATEGY IS RE-CALIBRATED MONTHLY UPON REVIEW OF SE POSITIONS, TO ALIGN WITH OPPORTUNITIES AND CLIENT GOALS.

SEO Results – case 1SEO Results – case 1THE PROOF IS IN THE (SEARCH) PUDDING

Blueliner has optimized websites for hundreds of clients in various industries and achieved TOP RESULTS in the major search engines. See SERP below.

“Mortgage lists” 6,000 searches per month!

1st page of Google, 3rd listing

SEO Results – case 2SEO Results – case 2ANOTHER CLIENT BENEFITS FROM TOP SEARCH ENGINE RANKINGS

No matter if it’s B2B or B2C, the 7 Pillars methodology works to achieve top ORGANIC positions for relevant keywords in the major search engines. See SERP below.

“Laser hair removal new york” 15,000 searches per month!

1st page of Google, 4th listing

SEO Tools We LikeSEO Tools We LikeWhy We Like It Cost

Simple way to see what KWs competitors are bidding on + SEO rankings.

Basic: Free

Premium: $139/mo+

Good competitive intelligence tool. Excellent interface and search data.

Basic: Free

Premium: $199/mo+

The top competitive intelligence tool; but most expensive too.

Volume-based

$500/mo+

Identify and solve basic site technical issues.

Free

Comprehensive overview of SEO performance.

Basic: Free

Premium: N/A

Oldest and most thorough SEO Rankings tool.

$199/yr+ for license

Sample Web Visibility SEO Audit

Smartsite Analysis ResultsSmartsite Analysis Results

• Blueliner did Smartsite analysis on oilsandsquest.com, comparing it on key visibility metrics to competitors:

Observations:

• PageRank is below average.

•Alexa ranking can be improved, and is expected to be under 1 million within the term of one service contract with Blueliner (6-months).

Blueliner's Proprietary Smart Site RatingsLower is better. Overall rank of all websites.

(1-10 scale) Higher is better. 5 is good, anything below is undesirable.

In general, the older the domain name is, the more favorable a website tends to rank with search engines.

More is better. Top sites have hundreds of inbound links.

More is better. Top sites have hundreds of inbound links.

More is better. The more content pages, the better

for search engines.

More is better. The more content pages, the better

for search engines.

  Sites Alexa Score PageRank Age of Domain Links in Google Links in Yahoo

Pages Indexed in

GooglePages Indexed

in Yahoo

              

Competitor 1www.suncor.com 446,821 6

12 years and 5 months 46,200 97,200 728 3,220,000

Competitor 2 www.encana.com. 629,431 no info 7 years 0 months 39,500 91,900 2,410 2,210,000

Competitor 3 www.nexeninc.com 530,292 6 8 years 7 months 8,930 579 9,140 351,000

Competitor 4 www.marathon.com 305,135 6 12 years 5 months 11,300,000 9,400,000 3,580 217,000,000

Your Website www.oilsandsquest.com 3,475,398 4 3 years 4 months 4,510 251 355 6,950

Preliminary Smartsite Analysis ResultsPreliminary Smartsite Analysis Results

Smartsite Analysis ResultsSmartsite Analysis Results

P3. Online Advertising / Digital MediaP3. Online Advertising / Digital Media

• PPC (Pay per Click)• Google Adwords• BING/Yahoo• Facebook• Soon to be Everywhere

• CPA (Affiliate Marketing / Performance)

• CPM (Ad Networks)

• Better for Branding

• Increased use of Video

Ad Networks Major Publishers

Exchanges & Aggregators

Data Providers

Many publishers are available via multiple channels, with varying prices/features

Types of Digital Media

P3. Online Advertising / Digital MediaP3. Online Advertising / Digital Media

P3. Online Adveritising: TargetingP3. Online Adveritising: Targeting

One CPAEfficient market segmentation, recognition of niche markets, budget delegation and weighing all media spends

Household Demos

Activities

Hobbies

Entertainment

Credit & Financial

Sports

Interests

Career

Attitudinal Data

Clickstream Data

Market Data Analysis Geography to Conversion

Social & Real World Models

Staging Models

Online Advertising: Targeting UsersOnline Advertising: Targeting Users

Client X Patient DNA snapshot <Gerald Smith>• <39 Year-Old>/<Single>/<Male>/<lives alone>/<Orlando,

FL>

• <IT Programmer>/<earning $65,000/yr>

• Referred By:<a friend>, <John Templeton>, who found Client X through <PPC/Google/Keyword=“hair loss restoration florida”>

• Interests:<Golf, Dating, Travel>/DNA Segments:<Active, Bachelor>

• Satisfaction Rating:<4/5>/Refers:<4 Leads/0 Sales>/Email:<5/10>

ACTIVE BACHELOR

SINGLE DAD

EXECUTIVE RETIRED

P3+6. Online (Mobile) AdvertisingP3+6. Online (Mobile) Advertising

SMS, Display, Search still dominate spending

ALL: Measure and use the toolsALL: Measure and use the tools

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P5. Social MediaP5. Social MediaHow to tap into the 1 billion+ user social networks?

Tactics Viral, Buzz, Word-of-Mouth Marketing Link Building Reputation Management Social Book marking and “socializing” Blog Marketing Application Development: Widgets, Wiki, Blogs, Forums, Polls, etc.

P5. Social MediaP5. Social Media

Industry sites, blogs and discussion boards

Micro-blogging service Twitter

Biggest social network Facebook

Photo sharingnetwork Flickr

Video sharingwebsite YouTube

P5. Social Media: Case StudyP5. Social Media: Case Study

What we like about it: • Intelligent Facebook /FBO Integration• A social network built on top of a

social framework (Facebook)• User engagement (reviews)

P6. Social Mobile StrategyP6. Social Mobile Strategy

• Nearly 10% of website traffic is now coming from mobile; we expect that to be over 20% within two years.

• The canvas is smaller; KISS principle

• Test your mobile site on all popular devices and browsers

• Mobile Apps vs. (Mobile) “M Sites”

Retail Subscription Price: $99/Year

** Exclusive Webinar Promo Code: DBLUE9 for FREE Year 1 – Visit http://www.onguria.com to subscribe.

Questions & Questions & AnswersAnswers

SEM

Pillar 1. Web Design (UX, IA, Branding)

Pillar 2. Search Engine Optimization

Pillar 3. Online Advertising (PPC, CPM, CPA)

Pillar 4. CRM (Relationship, Email Marketing)

Pillar 5. Social Media

Pillar 6. Mobile

Pillar 7. Web Analytics

The 7 Pillars of Digital StrategyThe 7 Pillars of Digital Strategy

Thank you for your participation! For questions Thank you for your participation! For questions or comments about this presentation, contact:or comments about this presentation, contact:

Arman Rousta Chief Executive Officerarman@bluelinerNY.com

212.904.1240 office

55 Broad Street, 17th FloorNew York, NY 10004www.bluelinerny.com