The Digital Space

Mugdha Hedaoo, GoZoop Pte. Ltd

April 16, 2015

The Digital SpaceCreating an Online Presence for your Business

Agenda

✓ The Digital Wave Tsunami

✓ Digital Marketing Avenues

- Websites

- SEO/SEM

- Social Media

- PR / ORM

✓ Best Practices

✓ Interesting campaigns

The Digital Tsunami

@bud_caddell

@bud_caddell

Develope…

Developin…

2014*

Developed4…

Developing…

2008

Individuals using the Internet, by level of development

The developed/developing country classifications are based on the UN M49, http://www.itu.int/en/ITU-D/Statistics/Pages/definitions/regions.aspx.htmlNote: * EstimateSource: ITU World Telecommunication /ICT Indicators database

3 BILLION PEOPLE - 40% of the Total World Population - are using

the Internet

What does this mean for businesses?

Yes

77%

No23%

Increase overall

marketing spent?

Digital

3…

Others6…

Marketing Budget

Digital33%

Others67%

Revenue attribution

Src: econsultancy.com Src: business2community.com

28% of marketers have reduced their advertising budget to fund more digital

marketing.

Digital Marketing Budget for 2015?

Customer

Lifecycle 2.0

Tactics Customer Lifecycle KPI

Digital Marketing Avenues

Websites“the single most important

online marketing tool”

• Domain Name

• Responsive

• Crisp, to-the-point messaging

• Call-to-action on each page

• NO FLASH!

• Professional looking Graphics

• Easy navigation

• Don’t scare away visitors with

Disclaimers

• Analytic

Things to consider

we are social

Responsive Design

Did you know?

Src: ExactTarget, 2014 Mobile Behavior Report | MMA | salesforce.com

• 37% of consumers are

more likely to purchase

on a mobile-optimized

site.

• 27% of consumers will

leave a site if it is not

mobile-optimized.

• 46% of marketers are

doing mobile marketing

in 2015 vs. only 23% in

2014.

Can’t own a house? Rent it!

Marketplaces:

• Qoo10

• Ebay

• Rakuten

• Zalora

• Courts

• OLX

• Bonanza

• Shopify

• Etsy etc.

SEO | SEM “stand out from the crowd”

SEO | SEM

SEM

SEO

SEO

SEO Process

SEM - Google, Yahoo, Bing

Social MediaContent is fire.

Social Media is gasoline.

- Jay Baer

PR

You

Social

Media

Social

Bookmarking

March 2015

(in mil)

http://www.statista.com

Strategy

Make your page

attractiveRegular updatesEngaging CampaignsFacebook Apps

Facebook Ads/Boost

postsCompetitor Analysis

Secrets to increasing engagement

PHOTO ALBUM

Secrets to increasing engagement

LONG TEXT

Secrets to increasing engagement

ASK QUESTIONS

Secrets to increasing engagement

OTHERS

Photos get the maximum engagement

Nostalgic Post

Timing

Share content with very high engagement

Cap you promotional posts at 20%

Influencers

http://www.socialmediatoday.com/content/driving-your-crowdfunding-campaigns-success-social-media-influencers

1. The Social Butterflies • Know everyone

2. The Thought Leaders• Boosts your authority

3. The Trendsetters• Early adopters

4. The Reporters• press, coverage and links

5. The Everyday Customer• Small network, strong influence

PR | ORM“Your brand name is only as good as

your reputation.”

- Richard Branson

PR resources

1. Listening

• Radian 6

• Sysomos, etc.

2. Brand building and positioning

• industry bloggers

• influencer networks

3. Crisis Management

• Review sites

• forums

• Off site SEO

What about content?

“Content is King”

Content, Content, Content

PR Content User Generated content

Content Secrets

• Useful and generic - not only promotional

• Relevant and relatable

• Personalised

• Retargeted

• Strike an emotional connect - Storytelling

• Help people enrich their lives and they’ll keep coming back for

more

• Be Authentic!

Bonus ! Best Practices

• Search:

• Top 3 search results get 60% of all organic clicks.

• Social Media:

• Links placed before the halfway point of tweets - higher CTR.

• Tweets posted around 4 p.m. Eastern time tend to get the most retweets.

• Longer Tweets, Higher CTR.

• Saturdays and Sundays posts tend to get more Likes.

• EDM:

• "Secrets" is the most clicked lead nurturing subject line word.

• "Posts" and "Jobs" are the most clicked subject line words.

• 88% prefer to receive HTML emails vs. 12% who prefer plain text from companies.

• "Click Here" gets the highest CTR over "Go" and "Submit."

Src: Hubspot, Business2community

Some Cool Tools

• Google Keyword planner

• Google trends

• Google Alerts

• Facebook Ad planner

• similarweb.com

• semrush.com

Trendsetting

Campaigns

“How dare you settle for less,

when the world has made it so

easy for us to be remarkable”

- Seth Godin

23 mins later

70,000 mentions Top 13 trending # in UK

Penguin Books UK - Mothers Day campaign

Black & Blue - White & Gold?

#TheDress (How can we not talk about it!)

• Heinz Ketchup - full of fresh tomato goodness

• Facebook App - free tomato seeds, and win gardening

equipment.

• Upload photos of tomato-growing efforts.

• 360° campaign - print, in-store, TV and digital activations,

although it heavily relies on its Facebook page

Heinz ‘Grow your Own’ - 3 years in a row

66,396 new likesReached 1/3rd of UK

FB users

• Win $1000 shopping spree

• Share changing room selfies on

Instagram

• No purchase necessary

• Gets people to:

• visit their store

• share pictures on digital, thus inviting

more people to visit the store!

Joe Fresh #freshselfiecontest

Almost Human TV Show - @Droiddothis

• Holographic android on a shop window

• Tweet actions to @DroidDoThis

• Interest > 3min

Durex Malaysia - #50waystolove

• Movie was banned in Malaysia

• Valentines Day campaign by Durex -

- Invite your partner to play #50waystolove and turn your “dream

date into reality” with 50 different “inspirations”

- Think Tinder

While elsewhere…

• Hellosponsor

• Aims at creating a network for sponsors and events of any size

• Mamut - Uruguayan shoe company

• Pay for your shoes with plastic bottle - to clean up the beaches

• Padania Acque Gestione - Water supplier

• defaulted customers can settle their account with community

services

Wrap Up

• Get Mobile ready - NO! It’s not the future, it’s the

present!

• Explore new social platforms based on your

business - e.g. Tumblr etc.

• Create content that would help enrich lives - instil

trust

• Make your users your brand ambassadors

[email protected]

+65 31575839“Leveraging Digital Experiences”