Mad Science - 2013 Franchise Convention

General Session2013 Conven+on

1Friday, April 12, 13

7.3 billion people on earth3 billion searches per day10 billion mobile-connected devices* Data provided by Google


google.com/think

97% of purchasing decisions begin on the internet.

Source: The E-commerce Future


Agenda‣ Target Audience

‣ Conversion Path

‣ Local Marke+ng

‣ Content

‣ Social

‣ Search

‣ Need Help?‣ Q&A & Breakout Sessions


Your Team Today

Ryan VaspraVice President, Media ServicesExper+se in Media Planning, Media Buying, Search Marke+ng, Social Marke+ng, Local Marke+ng, Promo+ons, Digital Public Rela+ons, Online Reputa+on Management, Advergaming and Video Marke+ng.

Interna8onal ExperienceCanada, England, Netherlands, Germany, Italy, Australia, New Zealand, Scotland, UAE, Qatar, Saudi Arabia, Oman, Costa Rica

Jason KnillVice President, Business DevelopmentCurrently, Jason directs the new business vision for Aviatech, working across agency departments to ensure clients receive the necessary insights to gain share, shiY marketplace thinking, and generate franchisee buy-‐in. Jason also par+cipates in campaign concepts, advisory council mee+ngs, and na+onal franchisor conferences for Aviatech clients. He is an ac+ve par+cipant in the Interna+onal Franchise Associa+on.

Interna8onal ExperienceCanada, UAE, Qatar, Saudi Arabia, Oman


Target Audience

* Data provided by Google, Centro and ComScore

Demographics:• Female• Age: 35 -‐ 45+ • Educa+on: University Educated• HHI: $75k+• Family: Married with children, Suburban, Ac+ve in Educa+on• Affinity: Elle décor, Beau+ful House, and watch HGTV, Visits BabyCenter.com, Social Media Superstars

Internet Access:• 50% more likely to use smartphone to access the internet• 99% access the internet via a computer• 31% are using the internet to keep in touch socially • 45% consider themselves heavy users of the internet Media Consump8on:• Prefer Prime Time media over Day+me• Read about 14 magazines per month• Read about 9 newspapers per month• Spend about 24 hours per week online


Your Compe++on•Born of the internet

•Tech Savvy•See themselves as “entrepreneurs”

•Social Media is second nature.•Owns Laptop, Tablet and Smart Phone


Conversion Path Mad Science Customer Conversion Funnel

Local Brand ::Display Banners

YouTube Video AdsContent Marke+ng

Local Search ::Paid Search (PPC)

Organic Search (SEO)Desktop & Mobile

Awareness

Educa8on

Evalua8on

Considera8on

Purchase

Advocacy

Local Social ::Community EngagementFacebook AdsTwiler AdsPinterestInstagramFourSquareYelp


Local Marke+ng

Lm


ContentWhat?


ContentWhy?


How?Content

Use Your Every Day LIfe


ContentHow?Use Your Staff’s Every Day LIfe


Give everyone a rou+ne...a Content Calendar

‣ Monday -‐ Photo Day of the Week (Best Content to Post)

‣ Tuesday -‐ Trivia Tuesday’s (Ques+ons)

‣ Wednesday -‐ Upcoming Event Spotlight (Share Events)

‣ Thursday -‐ Customer Thursdays (Tes+monials, Shout Outs*)

‣ Friday -‐ Fun Science Fridays (Share Science News & Images)

‣ Saturday -‐ Polls and Facebook Ques+ons (Community Feedback)

Content


Your Tools -‐ Website

Content


Get InvolvedSocial


Social Media Goals & Objec+ves

‣ Develop deeper connec+ons with your customers

‣ Deliver value to your customers by par+cipa+on

‣ Enhance your brand affinity at the local level

‣ Drive social awareness which increases search rankings


Your target audience uses social media

Women dominate the major social networks and account for the majority of Social Media ac+vity


How To Execute Social Media

‣ Community Management

Social -‐ Take Ac+on

‣ Like Other Pages and Posts‣ Share Corporate Content (Easy way to get started)

‣ Share Your Content (Links, Photos, Videos)

‣ Comment On Content (Personal, Page to Page)‣ Promoted Posts (Increase Reach from 10% to 60%+ for $15.00 USD)‣ Facebook Ads -‐ Fan Growth and Direct Response

‣ Facebook Ads -‐ Sponsored Stories (Mobile and Peer-‐to-‐Peer Referrals)


Social Media True Costs

‣ A common misconcep+on is that Social Media is Free

‣ The true costs of Social Media are 8me, money & commitment

‣ Time is the first cost listed , because it is the most important

‣ Time is required to deliver the true value of Social Media


DO’s of social media


DON’T’s of social media


Search

25million

40 Mad Science non-‐branded keywords produce 25,000,000 searches per month worldwide

camps, summer camp, birthday ideas, school programs, summer camps, science for kids, kids birthday, kids par+es, kids camp


Search


The average consumer reviews 10.7 sources per search when in the Zero Moment of Truth.Google, 2010

Search


Search


3 Core Components of Local Search Marke+ng

‣ Search Engine Op+miza+on (SEO)

‣ Local Directory Marke+ng (LDM)

‣ Paid Results -‐ Google Adwords (PPC)

Search

SEO LDM PPC


SEO


Op+miza+on for “kids birthday par+es”

SEO


Your Tools -‐ Website

SEO


Great Local Unique Content Ideas

‣ About & Why You Love Your City

‣ Driving Direc+ons To Office/Facility

‣ Highlight Presen+ng Scien+sts

‣ Highlight All Charitable Ac+vity

‣ Highlight Students w/ permission

‣ Customer Reviews and Tes+monials

‣ Science News (Use Science.com and Discovery News)

SEO


The Success of your Google+ Local (a.k.a. Google Places & Google Maps) are related to the other local and mobile directories

LDM

NAP...Name, Address and Phone


Google+ Local Best Prac+ces for Ranking

U.S.A.CANU.K.

LDM


of online consumers change their purchase decision based on nega+ve reviews*80%

of consumers made an alempt to search for user reviews before making a purchase*64%

Proac8vely monitoring your online reviews with the opportunity to engage with your upset customers promptly is vital in today’s marketplace

LDM


google.com/think

3billion-plus videos are viewed

each day on YouTube.Source: YouTube Press Statistics

2011

Search


Video Ads -‐ YouTube TruView Ads

http://youtu.be/jjJaNbMN6-g

Search




• 3 billion videos viewed everyday• 400 million mobile views a day• 800 million unique global visitors a month

SearchVideo Ads -‐ YouTube TruView In-‐Search


SearchVideo Ads -‐ YouTube TruView In-‐Search


Video Ads -‐ YouTube TruView In-‐Search

Search


Search -‐ Tools


‣ Op+mize Your Website

‣ Content, Content, Content!!!

‣ Op+mize Each Page For 1-‐2 Search Terms

‣ Ac+vate All Widgets, Connect All Social Profiles, All Tracking

‣ Get Reviews

‣ Get In Top Directories with Consistent N.A.P.

‣ Launch YouTube Promoted Videos Campaign -‐ Drive To Website

‣ Launch PPC Campaign -‐ Drive To Website

‣ Find and Reach Out to Bloggers

‣ Publish, Curate and Share Content!!!

Search -‐ Take Ac+on


How much +me per month will it take?

Search Engine Op8miza8onIni8al

Technical Op+miza+on Content Op+miza+on

Local Directory Marke+ng Ongoing

New Content Publishing Link Building

Local Directory Marke+ng Tracking & Repor+ng

First 3 Months -‐ 60 Hours Ongoing Months -‐ 5 Hours

Do It Yourself


Google Adwords PPCIni8al

Strategic Campaign PlanningKeyword ResearchCampaign Buildout

Search, Display and YouTube*Ongoing

Campaign ManagementNew Feature Tes+ngTracking & Repor+ng

First 3 Months -‐ 10 Hours Ongoing Months -‐ 2 Hours


Do It Yourself


Facebook AdsIni8al

Strategic Campaign PlanningDirect Response Ads

Fan Growth CampaignsSponsored Stories Campaigns

OngoingCampaign ManagementNew Feature Tes+ngTracking & Repor+ng

First 3 Months -‐ 10 Hours Ongoing Months -‐ 1 Hour


Do It Yourself


Serving the Franchise Community Since 2001Purpose Built For Franchising


Need Help?


Packaged Solu8ons Based Upon Your NeedsNeed Help?

Search Engine Op8miza8onIni8al

Technical Op+miza+on Content Op+miza+on

Local Directory Marke+ng Ongoing

New Content Publishing Link Building

Local Directory Marke+ng Tracking & Repor+ng

$500 USD per monthMin. 180 Day Commitment

Facebook AdsIni8al

Strategic Campaign PlanningDirect Response Ads

Fan Growth CampaignsSponsored Stories Campaigns

OngoingCampaign ManagementNew Feature Tes+ngTracking & Repor+ng

$300 to $500+ USD per monthMin. 180 Day Commitment

Google Adwords PPCIni8al

Strategic Campaign PlanningKeyword ResearchCampaign Buildout

Search, Display and YouTube*Ongoing

Campaign ManagementNew Feature Tes+ngTracking & Repor+ng

$300 to $500+ USD per monthMin. 180 Day Commitment

* Approved videos to be provided by Mad Science


Come Learn How To Do It YourselfQ&A and Breakout Sessions

Breakout Session #1 :: Local Search -‐ How To Search Engine Op+mize Your Own Website1 Hour Dura+on

Breakout Session #3 :: Local Social -‐ Facebook Ads Setup1 Hour Dura+on

Breakout Session #2 :: Local Search -‐ Adwords Campaign Setup1 Hour Dura+on


Don’t Give Up

Keep CalmGet Busy

Thank You


Breakout Session #1 :: Local Search -‐ How To Search Engine Op+mize Your Own Website1 Hour Dura+on


Agenda‣ Introduc+on‣ Discovery ‣ Goals‣ Strategy‣ Tac+cs

‣ Research‣ Market Research‣ Compe++ve Research‣ Keyword Research

‣Op+miza+on‣ Technical‣ Content‣ Linking‣ Social

‣ Don’t get penalized!!!


Introduc8on‣ Understand what SEO is and what SEO is not

‣ Understand the basics behind best prac8ce SEO

‣ Understand how to not get penalized by Google


Discovery‣ Goals -‐ To drive more organic traffic via search engines to in-‐

turn drive more leads and ul+mately drive more business

‣ Strategy -‐ To gain increased local marketshare via search

engines for in-‐market consumers

‣ Tac8cs -‐ Usage of SEO and Local Directories to grow presence

online during the consumers considera+on phase


Research‣ Market Research -‐ What Mad Science programs are most

popular in your market?

‣ Compe88ve Research -‐ Who owns the search engines locally?

‣ Keyword Research -‐ What is the search popularity/demand

for your services in your territory? What are the trends?


Op8miza8on‣ Technical -‐ Can Google crawl your site? When it does crawl your site

what does it see?

‣ Content -‐ When Google reads your content does each page focus on a

specific topic and provide useful informa+on?

‣ Linking -‐ Internal links indicate relevance, usefulness and importance to

the search engines. External links indicate popularity and authority.

‣ Social -‐ In conjunc+on with external links, social signals (shares,

men+ons, likes) indicate popularity and authority.


Penal8es‣ Link -‐ Don’t pay for links. Don’t exchange links. Don’t build link

farms. Don’t hand-‐craY your link anchor text.

‣ Duplicate and Poor Content -‐ Unique, localized content per

page is cri+cal. Each page should offer a unique value

proposi+on.

‣ Keywords -‐ Don’t keyword stuff. Don’t hide text. Don’t

overload your pages with more than 1-‐2 keywords.


ChecklistKeyword Research:• Research Vanity Keywords• Research Online Compe+tor Websites • Research Google Trends• Build Ini+al Root Keyword Opportunity List• Group Keywords By Brand, Ver+cals, Industry• Vet Ini+al Root Keyword Opportunity List• Create Final Root Keyword List• Iden+fy Long-‐Tail Keyword List

Site Audit & Benchmarking:• Setup Google Analy+cs or Log-‐In• Test Google Anlya+cs Goals Tracking• Setup Google Webmaster Tools• Audit Site Benchmarks• Traffic• Sources• Content• Keywords

Ini8al Technical Op8miza8on:• Crawl Errors Resolu+ons• Secondary SiteMap Implementa+on -‐ Images• Secondary SiteMap Implementa+on -‐ Video• Secondary SiteMap Implementa+on -‐ Mobile• Social Profile Plugins Implementa+on• Social Sharing Plugins Implementa+on• Tracking & Repor+ng

Ini8al Content Op8miza8on:• Site Map URL to Keyword Alloca+on• Confirm Metadata Format• Implement Title Tags• Implement Meta Descrip+ons• On-‐Page Op+miza+on (Text, Images, Video)• Internal Linking Op+miza+on

Monthly Recurring SEO Tasks:Ongoing Technical Op.miza.on:• Site Structure Op+miza+on• Crawl Errors Resolu+onsOngoing Content Op.miza.on:• Analyze GA/GWT for Content Opportunity• Content Op+miza+on• Content Seman+c Op+miza+onOngoing Linkbuilding Op.miza.on:• Compe++ve Analysis using OSE• General Directory Submissions• Ver+cal Directory Submissions• Conversa+onal LinkbuildingOngoing Content Marke.ng:• Ar+cles• Guest Blogging• Blogger Outreach• Public Rela+ons• Social Sharing


Breakout Session #2 :: Local Search -‐ Adwords Campaign Setup1 Hour Dura+on


Agenda‣ Introduc+on‣ Discovery ‣ Campaign Goals‣ Budge+ng‣ Landing Page‣ Geo-‐Targe+ng‣ Tracking & Repor+ng

‣ Research‣ Compe+tor Research‣ Brand Research‣ Local Research‣ Keyword Tool for Ad Groups and Keywords

‣ Campaign Setup‣ Ads & Ad Groups & Keywords‣ Launch Campaign‣ Tips and Tricks


Introduc8on‣ Understand what and how PPC works

‣ Understand the basics behind best prac8ce PPC campaigns

‣ Understand how to efficiently spend your budget


Discovery‣ Campaign Goals -‐ Drive high quality, in-‐market web traffic to your

website in hopes of lead conversion

‣ Budge8ng -‐ How much can you spend each day, and each month? Cost

per click averages around $2.81 in the U.S. Thus, $300 per month may

only buy you 3 -‐ 5 clicks per day

‣ Geo-‐Targe8ng -‐ Know your Zip Codes or City Names. Overlapping just

happens

‣ Tracking & Repor8ng -‐ Use the Google AdWords Conversion Tracking

Script. Measure based upon conversions, not clicks.


Research‣ Compe8tor Research -‐ Top search brand and industry queries show

whose Ads?

‣ Brand Research -‐ Anyone bidding on your brand name? How much

search volume does your brand have in your local market.

‣ Local Research -‐ How much search traffic is there for your city +

industry queries?

‣ Keyword Tool for Ad Groups and Keywords -‐ Keyword Tool and Traffic

Es+mator are not exact but best available from Google. Past data does not

guarantee future performance.


Research‣ Campaign Setup

‣ Ads & Ad Groups & Keywords

‣ Launch Campaign

‣ Tips and Tricks


ChecklistDiscovery:Market Research:• What is the primary industry?• Who are the top compe+tors?• Customer demographics to consider?

Geo-‐targe.ng:• By Country? By State? By City? By Zip?

Budge.ng:• Overall monthly budget?• Overall daily budget?

Campaign Goals:• Lead Genera+on?• Downloads?• Collect Email Addresses?• View a Key Page?

Tracking & Repor.ng:• Define KPIs -‐ Cost Per Lead

Website:• How Many Landing Pages?• What are the confirma+on page(s) URLs?

Set Your Expecta.ons:• Expected Monthly Traffic and Avg.CPC

• Google Traffic Es+mator• Expected Monthly Conversions & CPL

Keyword Research – Get Ideas from:• Keyword Tool -‐ Check all match types• Previous Campaigns• Nega+ve Keywords• Google Suggest

• Long-‐tail sugges+ons• Nega+ve Keyword sugges+ons

Adwords Set Up:Consumer Service or Product Campaign:• Brand Ad Group• Compe+tor Ad Group• Local Service Campaign• Geo-‐appended Services -‐ 1 Ad Group per Service• Geo-‐appended Brand -‐ 1 Ad Group per loca+on

Create Ad Copy – Unique to Each Ad Group:• Ad Titles

• Ideas from Website Meta Data• Ideas from Compe+tor Adwords Ads

• Create 2 Ads per Ad Group• Ensure Campaign Sewng for Ad Rota+on is

set to “Rotate Evenly Over Time”Create Keyword Lists (by Ad Group):• Focus on Exact and Broad Match

Create New Campaign & Adjust Campaign SeSngs:• Search Network Only -‐ Display campaign is

always separate• Select "All Features" Radio Bulon• Networks -‐ Check box to Include Google Search

Partners• Devices – Now that "Enhanced" Campaign is live

-‐ All Devices• Loca+ons -‐ Select and Double Check Geo-‐

targe+ng Sewngs• Advanced Loca+on Radio Bulons

• Use both "Recommended” features• Enable Other Languages? (ie: French if Geo-‐

targe+ng in Quebec)

Bidding Op8ons: Click "Advanced":• Select "Focus on Clicks" Radio Bulon• Select "Manually Set Bids" Radio Bulon• Check "Enable Enhanced CPC" box• Posi+on Preference – ON• Add Daily Budget• Delivery Method – Standard (Click "Accelerated"

if campaign can't spend near daily budget)• Determine Ad Extensions

• Loca+on Extensions• Click to Call Mobile Phone Numbers?• Site-‐links

• Schedule -‐ Set Start & End dates• Ad Rota+on -‐ Set to "Rotate indefinitely" (for

Split tes+ng of ad copy)• Frequency Capping -‐ Set to "No Cap on

impressions"• Keyword Matching -‐ Set radio bulon to "include

plurals, misspellings, and other close variants"Create Ad Groups:• Copy/Paste 1st Ad • Copy/Paste Keywords• Set Ad Group Bids at 20% Above Overall

Es+mated Max. CPC• Copy/Paste 2nd, 3rd, 4th, etc Ad Groups

Conversion Tracking Set Up:• Use one Conversion per Confirma+on Page• Define Based on Goals• Create Script• Verify Script is on the right page

Go Live and Test Lead and Conversion Tracking


Breakout Session #3 :: Local Social -‐ Facebook Ads Setup1 Hour Dura+on


Agenda‣ Introduc+on‣ Discovery ‣ Campaign Goals‣ Landing Page‣ Geo-‐Targe+ng‣ Audience

‣ Campaign Setup‣ Landing Page‣ Ads and Ad Copy‣ Audience Targe+ng‣ Budge+ng

‣ Launch Campaign


Introduc8on‣ Understand what and how Facebook Ads work

‣ Understand the basics behind best prac8ce Facebook Ads campaigns

‣ Understand how to efficiently spend your budget


Discovery‣ Campaign Goals -‐ Drive high quality, in-‐market web traffic to your

website in hopes of lead conversion

‣ Budge8ng -‐ How much can you spend each day, and each month?

Experience shows that $300 per month is the minimum effec+ve budget

‣ Geo-‐Targe8ng -‐ Know your Zip Codes or City Names. 10 -‐ 25 mile radius.

‣ Audience -‐ What interests and affini+es does your target audience have?

Kids educa+on, kids entertainment, PTA, Science, Science Club, etc, etc...


Campaign Setup‣ Landing Page

‣ Ads and Ad Copy

‣ Audience Targe8ng

‣ Budge8ng


ChecklistDiscovery:Market Research:• What is the primary industry?• Who are the top compe+tors?• Customer demographics to consider?• Customer affini+es?

Geo-‐targe.ng:• By Country? By State? By City? By Zip?

Budge.ng:• Overall monthly budget?• Overall daily budget?

Campaign Goals:• Lead Genera+on?• Fan Growth?

Tracking & Repor.ng:• Define KPIs -‐ Cost Per Lead or Cost Per Fan

Landing Pages:• Website Pages (Lead Genera+on)?• Fan Growth (Facebook Page)?

Set Your Expecta.ons:• Expected Monthly Audience• Expected Cost Per Click• Expected Monthly Conversions & CPL

Campaign Setup:• Choose Facebook Des+na+on• Develop Headline -‐ Use Local City• Develop Ad Copy -‐ Clear Call To Ac+on• Upload Image -‐ Use people and vibrant colors• Related Page-‐Check Box to show Social Ac+vity

Choose Audience:Loca.on Setup:• Select City with Radius of 10 or 25 miles• Select Zips and enter Zip Codes

Age and Gender:• Select Audience Age Range• Select Gender

Interests:• Select keywords related to Brand• Select keywords related to Audience Interests• Review & select Suggested Likes and Interests• Broad Categories -‐ Parents with Children

Connec.ons:• Select Anyone• Friends of Connec+ons:• Leave Blank

Rela.onship:• Orienta+on -‐ Select Interested In All• Rela+onship -‐ Select All Checkboxes

Language:• Select Language(s)

Educa.on:• Select All

Workplaces:• Leave Blank

Campaign, Pricing and Schedule:• Set Campaign Name -‐ Service and Target

Based• Campaign Budget -‐ $10 per Day• Campaign Schedule -‐ Check Box -‐ Run

Campaign Con+nuously Star+ng Today• Conversion Tracking -‐ Select Leads and

NamePricing:• Select "Op+mize for Clicks"• Set Bid -‐ Between $1 -‐ $2 per click; Max

$2.50Place Order


Mad Science - 2013 Franchise Convention

Business

Transcript of Mad Science - 2013 Franchise Convention