Internet Marketing

Presented by Goutama Bachtiar W: www.about.me/goudotmobi

T: goudotmobi

INTERNET MARKETING

January 4th, 2013

INTRODUCTION

• Embracing Search Engine Optimization I (9AM-10.15AM)

• Coffee Break I (10.15AM-10.30AM)

• Embracing Search Engine Optimization II (10.30AM-11.30AM)

• Lunch (11.30AM – 1PM) • Mastering Social Network and Its

Strategies (1PM-3PM) • Coffee Break II (3PM-3.15PM) • Understanding Internet

Advertising (3.15PM-4PM) • Utilizing E-Mail Marketing (4PM-

5PM)

TRAINING AGENDA

EMBRACING SEARCH ENGINE OPTIMIZATION

• Activities to improve the visibility of a web site or web page (natural, unpaid and organically) in a search engine

• The earlier or higher ranked on the search results page, and more frequently a site appears in search result list, the more visitors it will attain from search engine's users

• Ranked in the first five pages or FORGET about it

• It targets different kinds of search: image, local, video, academic, news, and miscellaneous

UNDERSTANDING ITS CONCEPT

• Crawling or Fetching

Automated process Googlebot (robot, bot, or spider) discovers new and updated pages to be added to Google index

Determine which sites to crawl, how often, and how many pages to fetch from each site

Begins with a list of web page URLs, generated from previous crawl processes, and augmented with Sitemap data provided by webmasters

HOW SEARCH ENGINE WORKS

• Indexing

Compile a massive index of all the words it sees and their location on each page

Process information included in key content tags and attributes (Title tags and ALT attributes)

Bot can process many, but not all, content types (some rich media files or dynamic pages)

HOW SEARCH ENGINE WORKS (CONT’D)

• Serving results

Search the index for matching pages and return the most relevant results

Relevancy is determined by over 200 factors, one of which is the PageRank for a given page

PageRank measured by the popularity and importance of a page based on incoming links from other pages

Each link to a page on our site from another site adds to our site's PageRank.

HOW SEARCH ENGINE WORKS (CONT’D)

• Key tool to get (more) traffic to the website from diverse sources and attain repetitive visitors

• With regular update of content , it helps to get more traffic

• Other ways: link exchange, directory listing and subscribe to RSS Feed

• In deriving organic results, search engine algorithm takes into account dozens of criteria, many of which they won’t discuss.

• Rank is monitored by Alexa and other ranking sites

IMPORTANCE AND PROCESS

Major Things To Do

• Review of our site content and structure

• Technical advice on website development (hosting, redirects, error pages, use of JavaScript)

• Content development

• Online campaigns management

• Keyword research

• SEO training

• Expertise in specific markets and geographies

IMPORTANCE AND PROCESS (CONT’D)

• Quoting OpenSiteExplorer, with 78 billion websites and 917 trillion links today, how important #1 is?

IMPORTANCE AND PROCESS (CONT’D)

• Based on the specific keywords, it can generate good traffic

• A Search Engine Optimizer is needed to look for new keywords and work on specific keywords to get new traffic

• Numerous SEO tools are useful to get article or text submission automatically

• Be aware on the latest tools to submit text over free article directories

• Many Search Engine Optimizers use shortcuts to get better result but ultimately trapping under crawler

RESEARCH AND ANALYSIS

• Keywords and inbound links drive in traffic and boost page rankings

• Design and content guidelines

– Every web page should be reachable from at least one static text link

– Offer a site map with links that point to the important parts of your site. If it’s extremely large number of links, break it into multiple pages

– Create a useful and write pages that clearly and accurately describe our content including tag

ON-PAGE OPTIMIZATION

– Try to use text instead of images to display important names, content, or link

– If we use images for textual content, use "ALT" attribute to include a few words of descriptive text

– Make sure that our <title> elements and ALT attributes are descriptive and accurate

– Check for broken links and correct HTML

– Review our recommended best practices for images, optimizing it, video and rich snippets

ON-PAGE OPTIMIZATION (CONT’D)

• Quality Guidelines

– Make pages primarily for users, not for search engines

– Don't deceive your users

– Avoid tricks intended to improve search engine rankings

– Makes our website unique, valuable, or engaging

ON-PAGE OPTIMIZATION (CONT’D)

• Technical Guidelines

– Use a text browser such as Lynx to examine

– Allow search bots to crawl our sites without session IDs or arguments that track their path through the site

– Web server supports If-Modified-Since HTTP header

– Utilize robots.txt to tells crawlers which directories can or cannot be crawled or test it with robots.txt analysis tool

– Make sure CMS creates pages and links that are crawlable

– Test site whether it appears correctly in different browsers

– Monitor your site's performance and optimize load times

ON-PAGE OPTIMIZATION

• A number of strategies implemented off our web site. In short: Outbound links and Inbound links

• Things to consider

1. Inbound links from authority sites

2. Anchor text of inbound link

3. PageRank

Quality and relevance of incoming links

4. Placement of link in web page

Contextual link is the best!

5. Get links from relevant/related sites

Irrelevant will put our page at risk

OFF-PAGE OPTIMIZATION

• Webmaster Tools

• Webmaster Blog

• Spam Report

• Performance Monitoring

– Site Performance tool

– Page Speed

– Yslow

– WebPagetest

– Alexa

– Google Analytics

– Other miscellaneous tools

TOOLS

• Utilize White Hat

• Don’t ever think about Black Hat or we will put our company reputation in trouble

• The rank will sink in search engine results or even worse, be removed from search results

• When hiring an SEO agency, they should give us details on how they work

• It will flag a Web site that goes from zero links to a few hundred in a week

TECHNIQUES

• Link Building Techniques (both direct and indirect)

1. Directory Submission 2. Article Submission

3. Social Bookmarking

4. Forum Posting

5. Guest Posting in Other Blogs 6. Press Releases 7. Social Networking Sites

TECHNIQUES (CONT’D)

• Automatically generated content

• Participating in link schemes

• Cloaking (presenting different content or URLs )

• Sneaky redirects

• Hidden text or links

• Doorway pages (multiple domain or same site or multiple pages same content)

• Abusing rich snippets (web page content summarization)

PROHIBITED TECHNIQUES

• Sending automated queries to Google

• Scraped content (copy, modify, (re) publish without values)

• Affiliate programs without value

• Loading pages with irrelevant keywords (stuffing)

• Creating pages with malicious behavior

PROHIBITED TECHNIQUES (CONT’D)

• If our site isn't appearing in search results

• Performing more poorly than before while it does not violate search engine guidelines

• Recently purchased a domain that might have violated guidelines before owning it

• How?

– Sign in to Webmaster Tools with our Google Account

– Make sure the site have been added and verified

– Request reconsideration of our site

SITE RECONSIDERATION

• Submit it to Google http://www.google.com/submityourcontent/

• Submit a Sitemap using Webmaster Tools http://www.google.com/webmasters/tools/

Search engine will utilize Sitemap to learn about our site structure and to increase coverage of our web pages

• Be assured that all sites that should know about our pages are aware our site is online

SITE SUBMISSION

Credit: Omanus.com

MASTERING SOCIAL NETWORK AND ITS STRATEGIES

• Interesting or “Whats-In-It-For-Me” post is inevitably mandatory

• Write with our own style

• Don’t shorten every single word or most of it

• Utilize hash tag (#) wisely to get crawled or serial tweets

• Avoid self-centered posts

• Keep tweeting regularly to make ourselves “read”

• Focused tweets attains sustained and loyal followers

MAINTAINING TRACTION

• Pick up and publish “practical” tweets in day time

• Night is the time for “entertaining” post(s)

• Scoping what we tweet in our Twitter bio

• Let people know us further through Twitter profile

• Place in proper profile picture (clear and firm company logo)

• Follow insightful and informative account to get the inspiration what to tweet

• Categorize our account and join in the directory

MAINTAINING TRACTION (cont’d)

• Schedule our tweet during busy day or for particular events

• Don’t expect people will read all of our tweets except we mention them

• Decide which language to use (if necessary)

• Unfollow is just ONE CLICK away

MAINTAINING TRACTION (cont’d)

Credit: Sidomi.com

• Always remember, Twitter is social network for INFORMATION

• Leave a reply when mentioned even just to say “Thank you”, especially from our customer or someone we know

ENGAGING WITH OTHERS

Credit: Teachtaught.com

• Mention other accounts for important event

• Give compliment for something to celebrate about

• Reduce the midnight post unless we have insomaniac or different time-zone followers

• Reply is always to reply and ReTweet is always for forwarding or broadcasting tweets

• Utilize Direct Message if conversation is too frequent and personal

ENGAGING WITH OTHERS (cont’d)

• Remember the “40:40:20 composition”: 40% tweets, 40% replied and mention, and 20% reply

• One-way account never gives a reply

• When citing a tweet, mention the source (with or without “@”) or use double quotes (“”)

• Indonesian Twitterverse busiest day and time are Thursday night, followed by Friday night and all day on weekends (*SalingSilang latest report)

• All tweets are downloadable (available for few people by now)

ENGAGING WITH OTHERS (cont’d)

• Tons of apps and tools out there. TweetDeck, HootSuite, and SproutSocial are three among others

• Twitter only provides web for simply tweeting activities and open its API

• Third party utilizes API to offer necessary apps and tools

HOW TO MANAGE AND MONITOR

• It is important to manage several accounts own by an entity, department, organization, institution or corporation

• Slightly important for more than two accounts hold by same person

• Embrace Twitter Lists and Columns to classify and monitor similar accounts

HOW TO MANAGE AND MONITOR(cont’d)

• We could use scheduled tweets, but no tools for recurring’s due to Twitter policy

• Might need to mute tweets and or accounts for a while, for some reasons

• Hashtag is column-able too

• Pick-up which services utilized for picture, video and links

• Set-up the notification (sound, alert, pop-up window)

• Embrace ‘block’ and report as spam’ wisely

HOW TO MANAGE AND MONITOR (cont’d)

• Particular tweets with certain period of time

• Search first and analyze later

• Based on specific keyword(s)

• Manual vs Automatic

• Various tools: Radian6, ThoughBuzz, Brandtology, SalingSilang

• Impossible to get result with 100% accuracy with automated software

• Engine inside the software will always learn new things

ANALYZE TWEETS

• Furthermore, analyst help (read: manual intervention) will always needed

• Exception: protected accounts and definitely aL4Y tweets

• Within the tool, we could do analysis automatically and get the result in timely manner

ANALYZE TWEETS (cont’d)

• Few software allows user to manage their Twitter account directly

• Most of them are offered in trial and freemium model

• Always possible to analyze everything, even our direct competitor

• Result yielded in various format. TXT, PDF, HTML, XLS are the most common

• For pictures, do utilize Twitpic to attain user views

• For tweet with links, put Bit.ly on the map

ANALYZE TWEETS (cont’d)

WRAPPING-UP FACEBOOK

• Pretty similar content characteristics like in other social networks

• But Facebook is network of FRIENDS, either meet in-person or online. You decide!

• Therefore, more personal life posts are frequently found in this respective network

• Tag our friends in post, conversation, and photo properly and wisely

• Form a group to accommodate similar interests • Might decide to allow post exposed in our timeline

COMMUNICATION TECHNIQUES

• Traction and engagement measured through – Comment – Share – “Like” – Fan Page – Subscriber – “Talking This” – Check-Ins

• Fake and spammer accounts are always there • Tools: SproutSocial, HootSuite, TweetDeck and

many more

UNDERSTANDING MEASUREMENT METRICS

COMPANY BLOG

• Promote our blog (for sure!) in any appropriate materials (email footer, mailing lists, forum, social networks, name card if necessary and even verbally)

• Cross post and (again) promote it upon publishing or writing content, aimed to get the “viral effect”

• Enable comment, regardless the moderation • Link to other blogs: colleague, friends, relatives,

experts, idols • Link posts to other sites • Do “blog walking” once a while

GETTING THE TRACTION

• Register into directory to get the exposure

• Join blogging network or community

• Above all, CONTENT is KING. It always be!

Write interesting pieces, and regularly

Be confident with your writing style

Watch out other similar blogs out there

Learn from the master

Enrich posts with picture, and video if necessary

Explore various type of pieces available (such as links, quotes)

GETTING THE TRACTION (CONT’D)

• Not only enable, but moderate comment as well to avoid spam

• Reply the comment posted, especially when answer is needed concisely and politely

• Pick a though-provoking topic as it will stimulate others to read and in the end leave comment

OPTIMIZING THE ENGAGEMENT

• Leave our mark when visiting other blog

It means that we have read it

A way to appreciate the post

Hope other blogger will do the same like what we did

Write a meaningful, useful, and if possible insightful comment

Have at least two or three sentences

• Spend time to mini-research our readers

– To know their profile

– To understand what catches their attention

OPTIMIZING THE ENGAGEMENT (cont’d)

• What we will blog for?

• Decide on engine (i.e. WordPress, TypePad, Blogspot, Drupal, Joomla)

• Host by our own versus third-party (hosting provider or platform provider)

• Choose hosting or third party provider

THINGS TO CONSIDER

IN-HOUSE VS OUTSOURCED (CONT’D)

• In-House Considerations – No one knows our business as well as

we do

– No one as passionate serving our customers as we are

– We have knowledge, competence and resource to manage

– Company Size versus Core Business

– Too risky to outsource our brand's reputation and image

– Newly created account is easy to handle

IN-HOUSE VS OUTSOURCED

IN-HOUSE VS OUTSOURCED (CONT’D)

• Outsourced

– Do we know social media more than it's popularity and consumers?

– Do we have tools and manpower to manage in-house?

– If yes, anyone with marketing experience, preferably digital marketing?

– Hire a part-time social media crew instead of outsourcing?

– Do we trust outside entity to represent and promote our services and brand?

– Do we have time to learn and understand social media basics so we aren’t blindly handing over the reins?

• The third party should:

– Understand our business model, customers, marketing strategy, and target market

– Passionate about company mission and vision

– Tour our business and meet our employees

– Become experts on our products

– LOVE our business and want it to succeed as badly as we do

DECIDING ON OUTSOURCING

• What pieces to outsource: – Facebook, Twitter, and others

– Content creation

– Statistics/Reporting on social media sites

– Campaign Management for promos or launches

• How much does it cost? – Social Media Assistants/Virtual Assistants hourly rate

– By average, SME will need 15-30 hours per month, or more, to see returns

– Social Media management tools

– Or All-in costs from agency

IF OUTSOURCING THEN?

• Such examples are:

– Fan base growth: Hitting 1,000 fans or followers over a set period of time

– Customer acquisition: Getting 50 redemptions per campaign on social media offers

– Support of direct marketing: Adding 200 names to your e-mail database per month

– Engagement: Achieving 20% participation by your fan base (e.g. Facebook "likes" and comments)

SOCIAL MEDIA MEASUREMENTS

• Different media, different content

• Content is KING, Traction is QUEEN, Engagement is ACE

• Be CONSISTENT in creating username for any (type) of social media accounts, to be easily remembered. Can’t get it? Try to claim for it

• Be thoughtful PRIOR to posting as Search Engines crawl almost everything, including our content

• KISS Metrics engagement surveys: 1-4 Tweets per hour, 0.5 Facebook posts per day, and best CTR (click thru rate) in midweek and weekend

• Make sure to maintain business authenticity if outsourced

MASTERING ITS TECHNIQUES IN GENERAL

• Put disclaimer in Twitter bio such as “Official account of #CompanyName”, or our tweet hours

• Prepare “token” to attain traction and engagement

• Analyze our Twitter account end-to-end periodically

• Have other parties helping us (our employee, partner, customer, buzzer, agency or others)

• Always be 3I (informative, interesting, insightful)

• Promote it wherever possible

• At the very least, follow back our followers

MASTERING TWITTER TECHNIQUES

• Put everything about company page in place such as mission, vision, core business, products or services offered, contact details in Company Page profile

• Analyze our Facebook account end-to-end periodically especially the conversation, feedback, both complaint and compliment in particular and take necessary action

• Let other parties helping us (employee, partner, customer, agency or others)

• Always be 3I (informative, interesting, insightful)

• Promote it wherever possible

MASTERING FACEBOOK TECHNIQUES

• Be authentic

• Be transparent

• Get inside our readers' minds

• Solicit feedback

• Don't be offensive or put ourselves in big public risks

• Citing others then we’ll get quoted

• Always check internal link

• Accommodate guest post (feature column, expert) and ghostwriter

• Promote in social media or network

MASTERING BLOG TECHNIQUES

15 MINUTES COFFEE BREAK II

UNDERSTANDING INTERNET ADVERTISING

• Citing Nielsen, last year’s internet advertising market size for Indonesia is USD132.50m

• It accounts for 1.3% of total advertising budget

• In the U.S, same period sits around USD35B (IAB and PWC report)

• As it stands, advertising through internet but exclude mobile

• Google dominates share of wallet of internet advertising space worldwide with nearly 85 percent

UNDERSTANDING THE BACKGROUND

• Contextual ads on search engine (paid search)

• (Dynamic) Banner ads

• Blogs

• Social network advertising

• Rich media ads and Interstitial ads

• Online classified ads

• Advertising networks

• Cross-platform ads

• E-mail marketing

FORMAT OF INTERNET ADVERTISING

• CPM (Cost Per Mille)/CPT (Cost Per Thousand Impressions) paid for exposure to a specific audience

• CPV (Cost Per Visitor)

Paid for targeted visitor to the advertisers website

• CPV (Cost Per View) paid for each unique user view of an advertisement or website

• CPC (Cost Per Click)/PPC (Pay Per click) paid each time a user clicks on their listing and is redirected to their website

REVENUE/COST MODELS

• CPL (Cost Per Lead) identical to CPA

Based on user completing a form, registering for a newsletter or some other action that will lead to a sale

• CPS (Cost Per Sale)/PPS (Pay Per Sale)/CPO (Cost Per Order) paid each time when a sale is closed

• Fixed Cost

• Cost per conversion of acquiring a customer (total ad cost divided by number of lead, sale, or purchase)

REVENUE/COST MODELS (CONT’D)

• Floating ad

• Expanding ad

• Wallpaper ad

• Trick banner (a dialog box with buttons)

• Pop-up

• Video ad

• Mobile ad (SMS or MMS)

ADVERTISEMENT TYPES

• Superstitial

Animated ad video, 3D content or Flash to provide a TV-like advertisement

• Interstitial ad

A full-page ad that appears before a user reaches their original destination.

• Frame ad

An ad appeared within an HTML frame, usually at the top with the site logo. As the user browsed the site, the frame would not change.

ADVERTISEMENT TYPES (CONT’D)

• Static or animated images, audio and video

• Widely used for branding

• Utilized cookie and browser history to determine users demographics and interests

• It targets appropriate ads to respective users

Configurable for specific target market based on

Behavioral retargeting

Demographic targeting

Demographic targeting

Site-based targeting

PAGE BANNER

• Form of advertising particularly common in newspapers, online and other periodicals -- may be sold or distributed free of charge

• Now market for online classified ads has topped newspapers with more than USD100B combined

• Kelsey Research Group predicts newspaper's revenue from classifieds advertisements is decreasing continually as internet classifieds grow

CLASSIFIED ADS

• Advertising through mobile devices (smart phone, feature phone, tablet PC, PDA, PDA phone)

• A subset of internet advertising and mobile marketing

• Has a captive market of around 3 billion devices across the globe

• Accounts for more than 1% of global advertising budget

• Advertisers and media industry increasingly take account of a growing mobile market

MOBILE ADVERTISING

• Type of advertising

– Mobile web banner (top of page)

– Mobile web poster (bottom of page)

– SMS (90% worldwide)

– MMS (less popular)

– Within mobile games

– Within mobile videos

– Full-screen interstitials

– Mobile content or mobile web page

– Audio

MOBILE ADVERTISING (CONT’D)

• Revenue/Cost Models

– Impressions (views)

– Click-through rates

– Cost Per Impression

– Click-through (Cost Per Click)

– Conversion rates

– Mobile media (in-App)

– Cost Per Install (CPI) based on the user downloads/installs the app

MOBILE ADVERTISING (CONT’D)

UTILIZING E-MAIL MARKETING

• US firms spent USD1.51B on email marketing in 2011 and USD2.468B by 2016 (Forrester)

• Return Path recent study shows the average of email delivery rate is 56%, 20% of them were rejected, and 8% were filtered

• Transactional email

Based on a customer’s action with a company (purchase/order confirmation, email receipts)

Engage customers, introduce or extend the email relationship with customers or subscribers, to anticipate and answer questions or to cross-sell or up-sell products or services

E-MAIL

• Direct email

Communicate a promotional message (discount, rebate, cash back, or other special offer)

• Opt-in email

Whereby recipient has agreed to receive it. This to eliminate the disadvantages of email marketing

E-MAIL (CONT’D)

• Inform customers on upcoming events, promotions, new products, new services

• Might want to ask them if they would like to receive the newsletter

• Create a mailing list, put their email addresses and start sending it

• Don’t forget to include disclaimer saying that they are in the newsletter list and how to unsubscribe in the email footer

NEWSLETTER

QUESTION & ANSWER

THANK YOU!