Marketing Meetup

February, 2010

Strictly confidential

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 2

. . . has a website?

. . . optimized for search?

. . . knows where traffic comes from?

. . . knows the most popular content?

. . . how much a visit costs?

. . . visitor to lead conversion rate?

Who . . .

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 3

. . . published a white paper?

. . . a customer success story?

. . . posts to a blog?

. . . issued a “2.0” Press Release?

. . . is on Twitter?

. . . uses bit.ly?

. . . moderates a forum on LinkedIn?

. . . syndicates video online?

And who . . .

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 4

•  Founder & President, SmokeJumper Strategy –  Over 30 projects in Marketing Strategy, Product

Innovation and Online Marketing –  B2B: Ariba, Emerson, MerchantCircle, VeriSign –  B2C: MyWire, Veoh, Yahoo!, Yakima –  Biotech: BD Biosciences –  Development: M7 (BEA)

Intro . . . Brent Harrison

–  Education: McGraw-Hill, SchoolLoop, SunGard Public Sector

•  Founder, Savvy Cellar Wines & Organic Wine Review •  Vice President, Marketing @ Apple •  Executive Director & GM @ AOL and Netscape •  “Smokejumper”, parachuting into forest fires

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 5

Marketing . . . Then & Now

Access Limited

Predefined Dynamic Maturing

Consumption Fixed

Controlled Infinite Open

Measurement Impressions ROI

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 6

•  Great if you are a consumer company – but what about enterprise markets?

•  Markets are fractured – how best to access them in a scalable or cost-efficient manner?

•  Prospects seem to have ADD – how do we engage? •  We have a website, issue whitepapers and press

releases periodically – isn’t that enough? •  How to focus those that provide greatest impact? •  Online marketing won’t work for me - I still need a

salesperson to “sell” and close deals. •  How do I embrace marketing analytics and

measurement as core to how we function (when I didn’t come from that world)?

. . . Challenges Still Abound

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

Situation: Top 25 Search Terms

7

“Ran

k” in

Org

anic

Sea

rch

Res

ults

Search Volume (Avg. Per Month)

0

20

40

60

80

100

120

140

160

180

200

- 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000

virus

viruses

antivirus

spyware

risk firewall spam

antivirus software

phish

antivirus firewall

compliance

antivirus firewall software

adware

virus scan

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

Report Card •  Overall Grade F

•  Keyword Selection F

•  Keyword Density D

•  Webpage Titles C

•  Meta Descriptions F

•  Headers (H1 | H2) D

•  Inbound Links C

Action Plan 1. Drive keyword rankings

•  Drive top 10 rankings into top 3

•  Drive top 200 to page 1 (top 10)

2. Focus on priority webpages •  “Top of funnel” (product and

information pages)

3. Change page-by-page •  Titles, descriptions and

headers •  Quality inbound link building

8

SEO Report Card & Action Plan

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

Improvement Opportunity (Top 10)

9

Keyword Avg.

Searches 4Q09 Rank CTR

4Q09 Traffic

1Q10 Rank CTR

1Q10 Traffic

virus 11,100,000 43 1.27% 140,970 69 1.01% 112,110

viruses 11,100,000 >200 0.00% - >200 0.00% -

antivirus 7,480,000 3 4.60% 344,080 3 4.60% 344,080

spyware 6,120,000 121 0.19% 11,628 16 1.54% 94,248

risk 5,000,000 >200 0.00% - >200 0.00% -

firewall 4,090,000 >200 0.00% - 7 1.90% 77,710

spam 4,090,000 >200 0.00% - 20 1.50% 61,350 antivirus software 2,740,000 1 23.00% 630,200 1 23.00% 630,200

phish 2,240,000 >200 0.00% - >200 0.00% -

anti virus 1,830,000 3 4.60% 84,180 3 4.60% 84,180 2.17% 1,211,058 2.52% 1,403,878

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

Results (1Q)

24% Increase in Visitors $200k+ Additional Revenue

>10x ROI

Traffic

CTR Rank

10

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SEO As Foundation

Understand search “content” ecosystem

Site Design Driving Force

Malware Virus Spam Protection

Spyware Antivirus Endpoint Data Security

Compliance

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential

Self-Assessment / What Can I Do?

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Site as Nexus

Use free keyword tools to understand search volumes & competition

Assess your site with website grader, SEO X-ray & address deficiencies

Invest in CMS or savvy developer to optimize for search

Invest in search marketing to drive relevant traffic; user conversion tracking

Use analytics to understand visitor behavior (attraction, navigation, conversion, exit)

Content as Accelerant

Calendar blog posts based on your understanding of keywords

Invest in authoring industry best practices guides and customer case studies

Transition as much content to video: how-to’s, product demos, exec. message, etc.

“Syndicate” your content (e.g. YouTube, Technorati, Digg, Reddit, etc.)

Use analytics to understand which keywords, content forms and 3rd party sites are driving attractive customers

Community Predominance

Establish a presence on Twitter, Facebook, LinkedIn Forum – start by observing

Advocate issues (not products) that are relevant to your space and cause

Actively support others – customers, followers, analysts, media, etc.

Experiment with social campaigns / promotions

Measure engagement with you via free tools such as URL shorteners or social apps (Tweetdeck, Hootsuite)

©2010 SmokeJumper Strategy Inc. Proprietary and Confidential 13

Web: smokejumperstrategy.com

Blog: smokejumperstrategy.com/blog

Twitter: @SmokeJumper

Email: [email protected]

Phone: 650.868.0212

Brent’s Contact Info