Digital Media A vision for the future
Digital Training trainees edition 1.1
May 12, 2015
Digital Media sales training slide deck for Primedia International sales teams in Bahrain, Qatar, Oman, UAE
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Digital Media
A vision for the future
Etiquette
Please switch off your mobiles or mute them.
Your full participation, questions and ideas are welcomed and encouraged.
Kindly take notes.
Introduction
Introduction
Introduction
Introduction
Introduction
Introduction
Introduction
Inroduction
Introduction
Introduction
Introduction
Introduction
Introduction
Your first sale
What is the first sale that you make ?
To whom will you make your first sale ?
Agenda Day 1
• How do businesses acquire customers ?
• The Internet
• Search
• Digital Advertising
• Social Media
• Qatar, UAE, Bahrain, Oman, the Gulf
and the Internet
• Qatar Yellow Pages, Gulfind.com
Session 1.1
• Customer Acquisition, Leads • Why the Internet • How to get found on the internet • Search • Browsers & Search Engines • Search Logic • Digital Advertising : Benefits
The Customer
Customer
Acquisition
Engagement
Retention
Customer Acquisition
How do businesses acquire or obtain customers ?
How do businesses increase their sales leads ?
What is the Internet ?
The Internet is a global system of
interconnected computer
networks that usually use the
standard Internet protocol suite
(often called TCP/IP)
to serve billions of users worldwide.
Network of networks
Digital Media and the Internet
How Digital Media Has Changed Customer Interaction
What is a browser ?
What is a browser ?
Browser :
Software program installed on your computer locally.
Search
A web search engine is designed to search for information on the World Wide Web.
The search results are generally presented in a line of results often referred to as search engine results pages (SERPs).
Search Engine Results Page
Browsers and Search Engines
Browser
Software program installed on your computer locally. A browser is used to access the Internet.
Search Engine
A search engine is used to search for particular information.
To open a search engine you need a browser.
Google’s mission is to organize the world’s information and make it universally accessible and useful.
Search :
Focus on the user and all else will follow.
Fast is better than slow.
Digital Advertising
• Benefits
• Types
Digital Advertising : Benefits
Measurable
Key Performance Indicators
Tracking
Digital Advertising : Benefits
Targeted
Digital Advertising : Benefits
Pay only when an ad is displayed, clicked,
or an action taken
Digital Advertising : Benefits
Impact at every point on the
buying cycle
Cost
Reach
Testing
Risk
Targeting
Types of Targeting
Behavioural or Audience Targeting
Behavioural or Audience Targeting : advertisers target audiences based on their recent online activity.
• Cookies
Contextual Targeting
Contextual Targeting or Advertising
the content of an ad is in direct correlation to the content of the web page the user is viewing.
Geo, IP, Location Based Targeting
Geo, or IP or Location Based Targeting targets the geolocation of a website visitor to deliver content to that visitor based on his location, by
country,
region/state, city,
metro code/zip code,
organization,
IP address, ISP or
other criteria.
SEM
SEM or search engine marketing is the process of gaining traffic
from or visibility
on search
engines through
• free SEO efforts
• paid search
advertising
SEM
Search
Marketing
Search Engine
Marketing
SEO
• Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural," or un-paid ("organic" or "algorithmic"), search results.
SEO : The Basics
SEO : The Basics
• Focus on the user
• Ultimate consumers are users, not search engines
• Make your visitor a client of the information you have published, then your goods & services
SEO
Free
Editorial
Organic
Natural
Algorithmic
Unpaid
How Yellow Pages helps SEO
Hyperlinks from Yellow Pages help improve a customer’s site’s PageRank :
• Yellow Pages pages which display business info can be crawled easily by web spiders
• Long tail keywords
• Higher PageRank of Yellow Pages
• Better keyword positions for business related searches
• Direct navigation : sales force, covers of print YP
Session 1.2
• Types of Internet Advertising
• Social Media
• Social media can help businesses obtain customers and increase sales
• Pricing ads on the internet
• The language of Internet Advertising
Digital Advertising
• Types of Digital Advertising
48
Display advertising: the use of web banners or banner ads placed on a third-party website or blog to drive traffic to a company's own website and increase product awareness. Search engine optimization (SEO): the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Search engine marketing (SEM): a form of marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of either paid placement, contextual advertising, and paid inclusion, or through the use of free search engine optimization techniques. Social media marketing: the process of gaining traffic or attention through social media websites such as Facebook, Twitter and LinkedIn.
Types of Internet Marketing
Types of Internet Ads
49
Floating ad: Moves across the user's screen or floats above the content. Expanding ad: Changes size and which may alter the contents of the webpage. Polite ad: A large ad will be downloaded in smaller pieces to minimize the disruption of the content being viewed Wallpaper ad: Changes the background of the page being viewed. Trick banner: Looks like a dialog box with buttons. Simulates an error message or an alert. Pop-up: A new window opens in front of the current one, displaying an ad or webpage. Pop-under: Window is loaded or sent behind the current window so that the user does not see it until they close one or more active windows. Video ad: similar to a banner ad, except that instead of a static or animated image, actual moving video clips are displayed. Map ad: text or graphics linked from, and appearing in or over, a location on an electronic map such as on Google Maps. Interstitial ad: a full-page ad that appears before a user reaches their original destination.
Display Advertising
Display advertising is graphical advertising
that appears next to content on web pages
Banners, in standard ad sizes,
with text, logos, pictures, or rich media.
Display Advertising
Rich Media
Rich media, or interactive multimedia:
a combination of text, audio, still images, animation, video, and interactivity content for active participation.
Banners
BANNERS Graphics embedded into web-pages with a hyperlink to the advertiser’s destination
Rich-media, streaming video/sound, interactive possibilities.
Distributed by ad-servers
Charged either by click or impression.
EMAIL ‘opt-in’ e-mail delivers some of the best results for online advertising along with contextual advertising.
Double opt-in (confirmed subscription) email newsletters with targeted subscribers can offer 5-10% CTR, even higher in some cases.
Affiliate
AFFILIATE formal revenue-sharing or commission based ads
Advertisers create or use an established affiliate network to serve ads and handle the cost-per-action or cost-per-click payment.
Sponsorship
SPONSORSHIP “this (content) brought to you by x”
brands paying for content/video/research or ongoing conferences/sites.
Classified
CLASSIFIED micro-advertising on text-based classified platforms
free or on a pay-per-placement basis
Advertorial
ADVERTORIAL Paid reviews or editorial content especially through blogs.
Blogs
BLOG
A Web site on which an individual or group of users record opinions, information, etc. on a regular basis.
Text-Based
TEXT-BASED
related to the content (contextual) set up with AdSense or manually.
Mobile Advertising
Mobile advertising involves displaying text, graphic image and animated ads on data enabled mobile devices
Social Media
Social Media : Features & Benefits
People : Technology is the enabler
Participation : Likes
Openness : Free conversations
Conversation : Not broadcasting
Community : Group
Connectivity : 6 degrees of separation
Word-of-mouth marketing :
recommendations between friends.
Social Media : How Social Media can help increase sales
Brand Awareness
Product Launch
Direct Response
Reputation Management
Audience Engagement
The World of Social Media
Social Media : Benefits
• Viral
Social Media : Types and Portfolio
Major Social Media channels and generating business leads
• Social networking is a means to an end
• You have to understand what the end is
Google+
150 million users
"Google+ is Google itself.
We’re extending it across all that
we do — search, ads, Chrome,
Android, Maps, YouTube —
so that each of those services contribute to our understanding of who you are"
Bradley Horowitz, Google's VP Product,
Google+
• 1, 000 million active users
• 552 million daily active users
• 543 monthly active mobile users
September 2012
Over 900 million people like and comment an average of 3.2 billion times every day.
Businesses can be a part of these conversations and have access to the most powerful kind of word-of-mouth marketing — recommendations between friends.
YouTube
• 800 million unique
users
• 4 billion videos
viewed per day
• 60 hours of video uploaded every minute
• 400 million views on mobile
• Professional, dedicated business network
• 175 million professionals
• Recruitment, employment
340 million tweets per day
140 million active users
Real time updates
Customer Retention
Compare how you behave driving in rush-hour traffic with how you drive down your own street past your neighbours.
When you know you will see people again, or if you want to see them again, you treat them better.
Cookies
Measurement Models
• Unique
• Visits
• Page Views
• Impressions
Measurement Models
Internet Pricing Models
CPC CPM CPL CPA CPS
Subscription
Internet Pricing Models
CPC : Cost per Click
CTR : Click through rate CPM : Cost per 1, 000 impressions (M in Latin = 1,000)
Internet Pricing Models
CPL :
Cost per lead
CPA :
Cost per Action, Activity, Acquisition
CPS :
Cost per Sale
Subscription
SEO, SEM
SEM :
Search Engine Marketing
SEO :
Search Engine Optimization
AdWords, AdSense
Pay per click advertising
On Google Non Google sites
Session 1.3
The Internet in : Qatar Bahrain GCC UAE Internet Yellow Pages Qatar Yellow Pages Gulfind.com
Qatar
• "High-income, well-connected nation , a foresighted government and a society focused on education.....
• "a cutting edge technology backbone, ICT-aware
individuals and businesses, and a commitment to building a world-class education and research environment ....
• "(to create a) digital media hub of the region".
Qatar’s Digital Media Landscape 2011 Report from ICTqatar
Qatar : Social
Facebook Users : 481,280 as of April 2011 28.3% user penetration. 2nd in the Middle East
Twitter : Users : 133, 309 as of March 2012 User penetration : 8.5% Arab Social Media Report produced by the Dubai School of Government
Bahrain
• Connectivity score : 210.4 % per person
(Internet access and fixed and mobile) , v
Gulf average : 135.7%
• eGovernment Authority in Bahrain
• Bahrain Internet Society
• Internet users : 649,300 as of June/10, 88.0% of the population, ITU.
• Facebook : 253,100 users (August 31, 2010)
The Gulf
• Middle East Internet Users : 77 million + (Internet World Stats)
• Facebook : 20 million + users
• MarkaVIP, Souq.com, AMEInfo.com
• Arab Digital Generation (Born between 1977 and 1997) : 83% use the Internet daily
Digital Media in UAE
Internet Yellow Pages
Summary and Feedback Day 1
What have you learned today ?
Your feedback and suggestions ?
Day Two
Welcome
Succeeding on the Internet is No Different than Succeeding Anywhere Else.
The people who do well on the Internet are the same people who do well in anywhere in sales. The rules are the same where people compete to sell goods and services.
What lots of people lead others to believe, is that the Internet is somehow different.
This misconception is what makes people act differently when attempting to sell on the Internet and prevents many people from succeeding in Internet sales.
Agenda Day 2
Selling yellowpages.qa, and gulfind.com Features and Benefits : User Selling Points, & Key Selling Points for Advertisers Value Propositions : Key Selling Points for Advertisers Competitive Environment : Digital Products, QYP, GF Overcoming Objections Who to target : Tips & Ideas Role Plays Customer Handling Pricing, Commission, Reporting
Session 2.1
Features and Benefits :
User Selling Points, & Key Selling Points for Advertisers
Value Propositions:
Key Selling Points for Advertisers
Competitive Environment :
Digital Products, QYP, GF
Selling
How to sell
Selling : Advertiser’s Choice and Context
Selling : How is the business positioned ?
We cannot control how
people use directive media
to search for our business.
We can influence where
we position our business
in all the available places
to capture customer
demand.
Features and Benefits for Users
• UX
• Focus on the user
Features : Benefits for Users : Rich content
Rich content:
Location Map
Photos, Videos
Brochures :
Touch Points : Telephone, E-mail, Website, Social Media, Sharing,
Location Map
Features : Benefits for Users : Data
Data :
Correct information :
Call Centre, sales team :
validated data by PMQ, validated data by companies,
self-provisioning corrections and updates validated by PMQ
Features : Benefits for Users : Promotions
• Promotions : Special Offers, Deals from Advertisers : Choice, Savings
Features : Benefits for Users : Sharing
Sharing Social Media : Facebook, Twitter, Google+; RSS feed; E-mail
Features : Benefits for Users : Search
Search :
User focused search logic : Information found quicker : As relevant results as possible given equal spend : accurate search results
Search Options : NAICS Industry, classification; Location, Company Name, Telephone, Brand : User control for search
Benefits of Individual Membership
• Contact List
• Special Offers
Features : Benefits : Advertisers
User Benefits : Traffic: Usage : Searches : Leads : Sales
SEO : Higher ranking on search engines : Listing found easier
Rich content : Usage, Stickiness
Advertising opportunities : Choice
Self provisioning : DIY
Expert advice : Ikea
Features : Benefits : Advertisers
Packages
Flexibility, Choice
Rich content
Company micro-site equivalent, unique URL : found easily by
Search Engines :
Better search engine ranking for companies
whether they have an internet presence or not.
Web presence for advertisers who do not have a
website.
Features : Benefits : Advertisers
Promotions, Special Offers, Deals from Advertisers : Choice, Savings for Consumers and Users : Regular Usage : Stickiness :
Higher Traffic : Leads : Sales
Direct Contacts from Customers : Sales
Value Proposition
A Value proposition is a clear statement of the tangible results a customer gets from using our products.
The more specific our Value proposition is the better.
Value Proposition
Weak
A simple description of the offering feature and capabilities or
they are filled with self aggrandizing puffery.
Examples :
• It’s the most technologically and robust system on the market.
• Best web presence.
• Top local search system.
• Rated the best by leading authorities.
If you are not talking tangible results,
keep asking
So What ?
Value Proposition
Strong A Value Proposition needs to be financial oriented which speaks of critical issues the customer is facing, by including specific percentages. Examples • Increased revenue. • Target Customers . • Decreased cost. • Increased market share. • Improved customers retention level. • In flow of new Customers. • Cash Customers • Ready to buy Customers
Value Propositions : Advertiser
• Business Leads • New doors to business, expanding positioning • Presence where customers are looking, searching • Traffic • SEO & SEM • The Yellow Pages brand • Targeting • Measurement & Tracking • Rich content • Data • Qtel • Batelco • FGCC • Primedia
Value Propositions : Advertiser
Tele Gulf
Competition
Competition : Digital Products
Follow the money
Any spend
Advertising
Online
Above the line
Below the line
Competition : Digital Products
Search Engines
Social Media
Banner Advertising
Apps
Deals, Coupons, Special Offers
Competition
• Profile
Online Directories/Classified
All online website selling advertising and visibility: newspapers, portals, social media, etc.
• Qatar
Qatcom, Qatar Living
• Gulf
AME Info, Local Search, TradeArabia, YP KSA, YP Kuwait, YP UAE, Qatar Mark
• International EuroPages, Yell, YP.com
Qatcom
Claims :
Qatcom is the largest online Yellow Pages Directory, with over 24'000 listings, representing 96% of companies in Doha & Qatar
Testimonials : Advertiser & User
Qbay
Doha Interactive map
Qatar Living
Claims :
Founded in 2005, Qatar Living is the first social network in Qatar
Restaurant Reviews
AdSense
Effective Measure
Competition : Bahrain
• Infobahrain.com
• ABC Directories : abc-bahrain.com, TradeArabia
• Expatriates.com
• Dubizzle.com, Souq.com, Soogna
• ClickBahrain.com
• Arabic : Bahrain Commercial
• AMEInfo
• 181.bh
Competition : Gulf
Profile Local Online Directories/Classified/ Yellow Pages All online website selling advertising and visibility: newspapers, portals, social media, etc.
Gulf AME Info, Local Search, TradeArabia, YP KSA, YP Kuwait, YP UAE, Qatar Mark
International EuroPages, Yell, YP.com
Competition : Gulf
Specialized directories :
• Gulf Oilfield Directory : oilandgaspages.com
• Gulf Health Directory :gulfhealthdirectory.com
• Middle East Directory :
middleeastdirectory.com
TradeArabia : tradearabia.com
Session 2.2
• Overcoming Objections
• Role Play
• Who to target
• Top Ten
• Prospecting
• Preparation
Overcoming Objections
Objection Handling Model
Objection handling - Process
Empathize & Clarify
Respond
Verify
Clarify what the concern is
Respond according to
the type of concern
Verify that the concern
has been removed
Move on to the next question
Repeat if necessary
Client Concerns
Process to be followed to overcome an Objection :
1. Clarify what the concern is (express empathy if appropriate).
2. Respond accordingly:
To remove doubt: a) Refer to a similar situation and/or
b) Offer evidence/proof that what you have said is true
To handle indifference: a) If based on a misunderstanding or lack of information explain your point more thoroughly and /or
b) Outweigh the indifference with the benefits of your suggested approach.
Verify that the objection has been removed.
Objection Handling Model
Overcoming Objections
Competitors :
Google, Search Engines
Facebook, Social Media
Online Directories, Qatcom, Qatar Living
• Price
• Results :
Traffic
Calls, Clicks, Impressions, Leads
Objections
Objection Empathize Respond Verify
How will I get response ?
I will pay with my -print invoice after the directory is released
I have a website and that is enough
When will I get to see my company on Google
Overcoming Objections : Response
Response : Measurement : Web : Clicks, Impressions Offline : Calls, Fax, Physical Visits Branding : Billboard Informational Microsite Matt Cutts, Google
Objections
Objection Empathize Respond Verify
We have Facebook
Annual Subscription is better than CPM
Website not Popular
Annual Subscription is better than a short period of one month
SEO
• How Yellow Pages can help SEO
How Yellow Pages helps SEO
Hyperlinks from Yellow Pages help improve a customer’s site’s PageRank :
• Yellow Pages pages which display business info are can be crawled easily by web spiders
• Long tail keywords
• Higher PageRank of Yellow Pages
• Better keyword positions for business related searches
• Direct navigation : sales force, covers of print YP
Objections
Objection Empathize Respond Verify
Expensive
Qatcom
No traffic
Objections
Objection Empathize Respond Verify
We have Facebook
Annual Subscription is better than CPM
Website not Popular
Annual Subscription is better than a short period of one month
Prospecting Targets : Gulfind.com
Regional operations Gulf wide sales Prestige : regional groups B2B Travel, Lodging Government
The Top 10 Process
• Blue Sky
• Based on potential, not current RBS
Prospecting Targets for yellowpages.qa
B2C
B2B
No website
Deals
How to find prospects for yellowpages.qa
How to find Prospects for yellowpages.qa
Internet Advertising :
Banners, Text Ads on websites :
News, Magazines
Portals
Search Results Pages Text Ads
How to find Prospects for yellowpages.qa
Web address or social media address from :
Print ads in newspapers & magazines
Billboards, Posters
Flyers
Business Cards
Newsletters
Letterheads
Directories
Vehicles
How to find Prospects for yellowpages.qa
Daily Deals and Special Offers :
Any ad in print or online that has special offers, daily deals, discounts
Flyers
Deals websites
Coupons
How to Prepare for yellowpages.qa
How to Prepare for yellowpages.qa
Current web presence :
Google search, Google+
Bing search
Foursquare
others ?
How to Prepare for yellowpages.qa
Keywords
Images
Mobile
presence
mobile rendering
How to Prepare for yellowpages.qa
Availability Current advertising : Online Print Other Media Classifications Keywords Promotion Ideas Videos Competitor advertising
Session 2.3
• Reporting
• Targets
• Commission
• Communication
• Role Play
• Summary
• Feedback
Reporting Process
• All Packages (annual subscriptions) will be processed along with the Revenue Base
• All Prime Positions will be reported as New Business. However, a separate report will be maintained by IT/ Production that will manage the buying behavior of the customer. (number of times renewed, Inc/Dec/Canc etc)
Reporting Process : Packages
Revenue assignment
Renew or increase online Packages
Pass through L1 Process
Report as inc/dec /canc/ren/NB as a
New sales
Pass through L2
Reporting Process : Prime Positions
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