Blueliner - A Leading Digital Agency - 2010 Capabilities Deck

SEM Capabilities & Case Studies7 Pillars of Digital Strategy

2010

Company OverviewCompany Overview

Core ServicesCore Services• Web Design, Development and eCommerce

• Internet Marketing strategies (7 Pillars)

• Web Video Production (podcasts, low cost)

• Internet marketing and web development firm

• HQ in NYC with offices in India, Bangladesh

• Recognized for hybrid on/offshore model and ROI-driven, online marketing campaigns

Ownership & ManagementOwnership & Management

Arman Rousta, Co-Founder & CEO• Successful entrepreneur; guided prior acquisitions• Inventor of 7 Pillars of Internet Marketing • Featured on CNNfn, Newsweek, Success Magazine,

Crain’s NY and Barron’s

David Houle, Chief Business Strategist• VP Sales for launch of MTV, VH1, CNN Headline News• 25+ yrs in media, advertising sales, and programming• As executive producer, won a Peabody, two Emmys and

was nominated for an Academy Award• Author, public speaker and successful Futurist

Global Advertising Strategies• Top multi-cultural marketing firm• International presence – BRIC countries• 40% shareholder in Blueliner• Shared infrastructure and resources

Infrastructure: US, Asia, EuropeInfrastructure: US, Asia, Europe

blueliner blueliner angla angla

• Sales• Vision & Strategy Development• Client Relations• Oversight & Execution

• Web Design• Programming• Web Marketing• R & D• Sales Support

NYNY

Interactive Marketing ClientsInteractive Marketing Clients

California Closets (Lifestyle)California Closets (Lifestyle)

Completely Bare (Beauty)Completely Bare (Beauty)

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

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

Recognition: Recognition: Media/IndustryMedia/Industry

SEM Overview & Offerings

SEM/SEO OverviewSEM/SEO Overview

• Search Engine Marketing is the set of internet marketing strategies that are designed to promote a website’s visibility on search engines and increase web traffic.

• SEM includes:

• Search Engine Optimization (SEO)

• Paid Inclusion

• Pay Per Click (PPC)

• SEO concentrates on the natural (organic) ranking and relevancy of content in Search Engine Results Pages (SERPs)

• Statistics are pointing to SEO as being one of the most cost-effective methods for acquiring customers. Millions of consumers are researching products and services via the Web.

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

Blueliner offers 3 levels of SEO service, which impact the number of keywords and traffic targeted.

Blueliner’s 7 Pillars SEO Plan Levels Blueliner’s 7 Pillars SEO Plan Levels

Blueliner offers 3 levels of SEO service, which impact the number of keywords and traffic targeted.

Blueliner’s 7 Pillars SEO Plan Levels Blueliner’s 7 Pillars SEO Plan Levels

SEO ServicesSEO Services

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

• Web 2.0 Website Revamp (Price TBD depending on 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.

Dynamic Web Content CreationDynamic Web Content Creation

Content Distribution via Search & SocialContent Distribution via Search & Social

• 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 Services – (cont.)SEO Services – (cont.)

SEO Methodology / Keyword SelectionSEO 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 StrategySEO 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 StrategySEO 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)• Website 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

SEO Status Reports include: Blueliner's SEO Methodology

Keyword Selection On-Page Strategy Off-Page Strategy

SEO Rankings on target keywords (vs. competitors) Organic Search Engine traffic Link building results Current contract vs. work executed (including value-added outside of scope) Key data organized in Dashboard (see following pages for details)

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.

Web Analytics DashboardWeb Analytics DashboardANALYTICS ARE CRITICAL FOR MAXIMIZING UTILITY AND WEBSITE CONVERSION RATES.

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



“Honeymoon vacation” 60,000 searches per month!




“Placencia belize” 22,200 searches per month!


SEO Results – case 5SEO Results – case 5BENEFITS FROM TOP SEARCH ENGINE RANKINGS


“Internet marketing agency” 12,000 searches per month!

1st page of Google, 2nd listing

Ad Networks Major Publishers

Exchanges & Aggregators

Data Providers

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

BLM cpm

Pillar 3. Online Advertising: DisplayPillar 3. Online Advertising: Display

Pillar 5. Social Media MarketingPillar 5. Social Media Marketing

How to tap into the 1 billion+ user social networks?

Blueliner knows… 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.

Blueliner knows how…Blueliner knows how…• Viral & Buzz • Word-of-Mouth Marketing• Link Building• Reputation Management • Social Bookmarking • Real-time “socializing”• Blog Marketing• Video Production & Distribution• Application Development

• Social Networks• Widgets • Wiki• Blogs• Forums• Polls and etc.

The Top 10 Social Networking Sites Have More Then 900+ Million Users Worldwide. They Are Talking, Are You Listening?

100+ Million Blogs and Counting. What Are They Saying about Your Company, Products and Services?

They Might Be Talking About Your Business RIGHT NOW!

Social Media Programs start at $5,000/month.

Contact Blueliner for details: www.bluelinerny.com/contact.php

or 212.904.1240

Cover: ROI MarketingCover: ROI Marketing

Case Study - Case Study -

• 7-month sales cycle

• Blueliner Fees: $383,000

• Ad Budget: $2 Million+

• PR: Wall Street Journal, Forbes , Most A-list Pubs

• AUM: $20+ Million

• SEO: 57 1st Place, 253 1st Page Rankings

• Page Views: 120 Million

Case Study: Lufthansa AirlinesCase Study: Lufthansa Airlines

Client:Lufthansa serves more than 330 destinations in over 90 countries. It is renowned for its service to Germany, Europe and beyond. The identified challenges we faced: the airline needed to overcome the high price-point perception to successfully target the economically savvy ethnic consumer while competing against multiple non-stop carriers.

Campaign Objective:Identify and increase overall market share within untapped U.S. communities. Shift leisure sales from agents to weflyhome.com.

Services Rendered:Market research and consumer preference analysis; Marketing strategy development; creative solutions; Targeted media planning and buying; Online ip-targeting; PR and multicultural relations and Consulting on market preferences and trends.

Results:Traffic to special online booking portal increased from 0 to 300,000 unique web users in 6 months; Ticket revenue surpassed business case target by 91% in 2005 and 130% in 2006. In 2008, October’s movie night campaign garnered 16,000 new visitors to the microsite. In January 2009 advanced bookings to India increased by 30% compared to last year – in a downturn economy.

Client Testimonial:“ Without a doubt our marketing activities and efforts have made a strong contribution towards this success ,” Dirk Janzen, Director, Leisure & Online Sales.

Case: Medifast Prospect on Google Case: Medifast Prospect on Google - The impact of SEO, PPC, I-PR and RSS- The impact of SEO, PPC, I-PR and RSS

Searches Per Month = 460,389

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - Interactive PR (Pillar 4)- Interactive PR (Pillar 4) Searches Per Month = 460,389

Interactive PR + Blog/RSS Optimization required for these results

- X -

Use Case: Medifast Prospect on Google Use Case: Medifast Prospect on Google - The impact of SEO (Pillar 1)- The impact of SEO (Pillar 1)

SEO is required to achieve top organic search results.


#1

#2

#3

- X -

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

- X -

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

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)


- 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

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 Results for Oilsands Quest Inc.Preliminary Smartsite Analysis Results for Oilsands Quest Inc.

Smartsite Analysis ResultsSmartsite Analysis Results

SEO & Social Media IntegrationSEO & Social Media Integration

IdentifyIdentifyBlueliner integrates Social Media Marketing within its SEO strategies in order to communicate directly with targeted customers and increase our clients’ brand profiles, links and content visibility in high traffic social sites.

HOW?

• Blueliner will conduct detailed research in order to identify blogs and web sites with users that fit Client’s target audience.

• The most suitable social networks that can provide benefit to this social media strategy will be chosen for communication.

• Also, Blueliner will carefully examine which of the popular general-use social networks can be effective for Client.

SEO + Social Media: Blog SamplesSEO + Social Media: Blog Samples

To boost SEO, Blueliner develops and promote blogs and podcasts in beauty, finance, mortgage, and professional services industries.

Economy

Beauty Mortgage

SEO & Web Design (Landing Pgs)SEO & Web Design (Landing Pgs)• Blueliner employs some of the top Web Designers in New York City and

worldwide. Our designers have over 10+ years of web design experience and incorporate the latest trends in web design and development.

• DMA (Direct Marketing Association) recently reorganized our work and invited us to present a seminar of the latest design trends of 2008 ( For more information on seminar visit: Web Design Trends 2008: A Snapshot from our DMA Seminar

• Ability to incorporate Search Engine Optimization considerations in designing the site layout, architecture, landing pages, contact forms and navigation; the ability to design and multivariate test design variables.

• Expertise in developing sites on a Content Management Systems significantly reducing the cost of managing and maintaining the site.

Recent web design projects include:•PVH/IZOD ( www.izodfragrance.com)•California Closets (www.caliclosets.com) •401kid, Inc (www.401kid.com) •Red Clay Media (www.redclaymedia.com) •Completely Bare Spa (www.completelybare.com) •New York Video School (www.nyvideoschool.com)

Web DesignWeb Design: Portfolio (Beauty): Portfolio (Beauty)

www.izodfragrance.com

Our creative team has designed countless websites, from sophisticated ecommerce sites, to graphically intensive flash sites.

Web DesignWeb Design: Portfolio (Lifestyle): Portfolio (Lifestyle)

www.caliclosets.com

Web DesignWeb Design: Portfolio (Distance Learning): Portfolio (Distance Learning)

www.nyvideoschool.com

Web DesignWeb Design: Portfolio (Travel): Portfolio (Travel)

www.chaacreek.com/belize-travel-blog/

Web DesignWeb Design: Portfolio (Finance): Portfolio (Finance)

www.401kid.com

Featured PodcastsFeatured Podcasts

Web DesignWeb Design: Marketing: Marketing

www.redclaymedia.com

Thank you for your time. For questions or Thank you for your time. For questions or comments about this presentation, contact:comments about this presentation, contact:

Arman Rousta Chief Executive [email protected]

212.904.1240 office

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

Blueliner - A Leading Digital Agency - 2010 Capabilities Deck

Business

pillars of internet

marketing messaging

web traffic

search engine friendly

search campaigns

search enginestop

levels of seo service

low costinternet marketing