Pharmaeffortsinsocialmedia 090927235753-phpapp02-120926093602-phpapp02
Paiitakingsocialmediatothenextlevel 110111120414 Phpapp02
-
Upload
wsi-analytical-internet-marketing -
Category
Documents
-
view
232 -
download
0
description
Transcript of Paiitakingsocialmediatothenextlevel 110111120414 Phpapp02
Recent Google Changes and the Importance of Social Media and Content Marketing on Customer Acquisition
Mike Merrill Director of Marketing @MikeDMerrill
#PAII January 11th, 2011
Agenda
• Google 2011: 10 Things you Need to Know • The Value of Content Marketing • Social Media and ROI • 10 Basic Ways to Improve SEO of Blogging • What You Need to Know about Group
Deals
Google 2011: 10 Things You Need To Know
In Google We Trust
Google is Facing Competition for Advertising
• In 2011, local online advertising is forecast to grow nearly 18 percent to $16.1 billion
• Facebook Surpasses Google In “Time Spent” On Site Domestically
• Facebook Accounts for 25% of All U.S. Pageviews • Groupon rejects Google's $6 Billion offer • Yelp has grown to over 29 million unique users
per month
In 2011, local online advertising is forecast to grow nearly 18 percent to $16.1 billion
#PAII via @MikeDMerrill
1. New Google Place Search
Local results from Google
Mostly local results from Web
• Local Results Now Fill the page • Relevant Review Sites Included • Bumps results off page 1
• 7 Pack Gone • Scrolling Map on the Right • Right Column Adwords pushed down
2. New Emphasis on Organic Ranking
• All results for individual businesses now determined by organic search rank
• Makes it much more criHcal for businesses to increase efforts to rank higher organically
3. Third Party Directories & Publishers Impacted
Only the Top Directories will Remain on Page 1
4. Fully Built Out Place Page Critical
5. All Customer Reviews in One Snapshot
6. Google Tags – Make Your Listing Stand Out
• Yellow markers allow promoHon of specific aspect of business
• Promote a specific offer • Makes lisHng standout • Adds more info to lisHng • Do not affect rank of
lisHng • Valid only on PIN verified
Google Places lisHngs • Flat $25 / month
7. Google Boost – Premium Place Listing
8. HotPot
• Personalized recommendaHon engine
• Allows Google to acquire more reviews on places
• UI aimed at average users
9. Marissa Mayer Now Heads Location
• Leading Exec lead Search for 11 Years
• Move Signals Importance of Local and Mobile Search
10. Google Attempts to Purchase Groupon
• Google recognizes threat of Groupon to local business ads
• Building sales force in Tempe, AZ recognizing self-‐service model for SMBs not working
• Could leverage Place Pages for deals
The Value of Content Marketing
You Need a Dynamic Web Presence to be Found
You Have:
You Need: a fresh Web Presence & many ways to be found
Your Sites Local Directories Social Media Content Sites
a static website & one way to be found
More Quality Content Published in More Places = More Customers
Quality Content Powers Your Web Presence
Business creates quality content
Consumers comment, like, review & share
Consumers discover while searching, surfing & socializing
Content published & indexed across the web
Business listens and engages 1
2
3
4
5Housebreaking Your Dog
PUBLISH
Housebreaking Your Dog
Thanks for your comments. What’s worked for you?
Great advice!
I’m going to try this!
Me too!
More Content in More Places Gets You More Customers!
#PAII via @MikeDMerrill
Web Presence Benefits
Search Discovery
Increase your discoverability on search
engines with fresh content on more sites.
Reputation
Improve your reputation by owning the shelf space on search engines and review sites when consumers
search for your name.
Social Discovery
Increase your online word-of-mouth through quality
content that is shared across the social web.
Business Creates Content
Content Published & Indexed
Consumers Discover
Consumers Comment &
Share
Business Listens & Engages
More Content. More Places. More Customers.
What Is Quality Content? Content created by you
Sites & Blogs Directory listings Real-time updates Photos Videos
Offers Products Comments Thanks Replies
Content created by others
Links Reviews Referrals Shares & Likes Comments
Thanks
WoM SHARE
$
Where to start with content
Make a goal to: • Post on your blog once a week • Tweet once a day • Post something on Facebook page once a day • Have a complete Google Places Page with images
and a video • Monitor your business name with Google Alerts
Don’t Give Up
What Do I Write About
Plan Your Posts in Advance • Local Events such as festivals • Harvest times of local fruits and vegetables and
related recipes • Hobbies • Customer Guest posts with their images • New Packages offered • Any Inn Renovations or Upgrades – images/video • Positive reviews by guests • Favorite local restaurants, breweries, activities
Social Media Measurement & ROI
I Know I Saw My ROI Around Here Somewhere
The Equation
ROI= (Gain from Investment – Cost of Investment)
Cost of Investment
• Cause or Correlation
Profit
Investment
What is your Financial Goal?
Increase Revenue • Increase in new customers • Increase in average revenue per sale • Increase in revenue from existing customers
Reduce Costs • Lower Cost of Customer Acquisition • Lower Cost of Customer Service
Evolution of Measurement
Non Financial Offsite
§ Clickthroughs § Facebook Fans § Facebook
Comments § Twitter Followers § Retweets § YouTube Views § YouTube
Comments § Sentiment § Mentions
Ø Social Ø Press
Non Financial Website
§ Unique Visitors § Page Views § Time on Site § PageRank
Non Financial Conversions
§ Contact form § Inbound Calls § Downloads § Event
Registrations § Opt-in to email § Subscribe to
Blog § Register for
Online Community
§ Employment Apps
§ In-Store Visits § Support Calls § Returns
Map Activity Timeline
Overlay non-financial and financial to activity # of transactions, in store visits, coupon redemptions,
Revenue
Adapted from Olivier Blanchard at h\p://thebrandbuilder.wordpress.com
Define Your Success Metrics Adapted from Olivier Blanchard at
h\p://thebrandbuilder.wordpress.com
Case Study - Large 4 YR University in OK
Increase in Web Visits
Increase in Twitter followers
Increase in Revenue
Look for correlation by overlaying social media metrics with financial metrics over the same time period
#PAII via @MikeDMerrill
Lifetime Customer Value
Years
Total Revenue
What is the value of a new customer? • Initial sale • Repeat business • Up-‐sell • Referrals
Knowing this value helps you… • Determine how much to spend to get a new customer
• Focus your marketing budget on the most cost-‐effective tactics
• Develop plans to increase repeat business • Create programs to reward customer loyalty
• Offer incentives to drive referrals
Lifetime Customer Value - Example
$100
6 x $100 = $600
3 x $600 = $1,800
$100
$1,900
2 x $1,900 = $3,800
$5,700
30%
$1,710
$2,500
2
Avg. sale per customer Avg. repeat sales/year Avg. years as customer Special one-time purchases Lifetime customer sales Avg. value of referrals Total lifetime customer sales Gross profit margin Lifetime customer value Program cost Customers to break even
In order to measure ROI of marketing investments, you need to know Lifetime Customer Value
#PAII via @MikeDMerrill
Basic Online Metrics Adapted from Paul Gillen at
h\p://www.slideshare.net/pgillin/social-‐markeHng-‐roi-‐yes-‐you-‐can
Lifetime Customer
Value (Revenue x Longevity) x Margin
Conversion Rate
New Customers
Visits / Leads
Value of a Visit / Lead Visitor x Conversion Rate x LCV
Applying ROI to Value of a Visitor Adapted from Paul Gillen at
h\p://www.slideshare.net/pgillin/social-‐markeHng-‐roi-‐yes-‐you-‐can
Monthly Visitors 10,000
Conversion Rate 5%
LifeHme Customer Value $5,000
CalculaHon 10,000 * .05 * $5,000
Value of each visitor $25
Value of a Blog Adapted from Paul Gillen at
h\p://www.slideshare.net/pgillin/social-‐markeHng-‐roi-‐yes-‐you-‐can
Monthly Search Traffic 5,000
EsHmated Traffic w/Blog 6,000
Value of a visitor $25
Monthly value of a Blog (25x1000) $25,000
Monthly Blog Expense $6,000
ROI= ($25,000 – $6,000)
$6,000 316%
10 Basic Ways To Improve SEO of Blogging"
1. Define 3-5 Keywords to Target
• Start out by focusing on 3-‐5 Keywords to drive impact over Hme
• Next idenHfy the target keyword for each blog post
• Recognize opportuniHes for dominaHng a local keyword in your market
2. Ensure Target Keyword is In Headline
Earlier in the Headline the Better!
3. Include Keyword 2-3 Times in 1st Paragraph
4. Include Keyword 2-3 times in Remaining Text
Target Keyword Density is less than 5.5% of all Words!
5. Add a Hyperlink in Every Post to an Existing Post
Also include a Hyperlink in first Paragraph!
6. Rename Image Details to Target Keyword
File name is keyword as well!
7. Ideal Length is 300+ Words per Post
• Makes it easier to idenHfy keywords
• Need enough copy for Google to assess context
8. Use Alt-Text Keywords in Every Hyperlink
Take the Time to Include Alt-Text with Keyword!
9. Include 1 Outbound Link With Keyword in Alt-Text
Tips Courtesy of Scribe for SEO at h\p://scribeseo.com • Include one hyperlink for every 120 words of body
content spread out evenly down the page.
• For example, 500 words of content should include 5 hyperlinks with approximately each paragraph containing one hyperlink.
• Be sure not to “spam” or “keyword stuff” your content with a paragraph of keywords linked to the same web page over and over again.
10. Use Keyword and Relevant Tags
Tags should include target keywords and related terms in body!
Summary of Tips
1. Define 3-‐5 Target Keywords 2. Ensure Target Keyword is In Headline 3. Include Keyword 2-‐3 Times in 1st Paragraph 4. Include Keyword Once In Each Remaining Paragraphs 5. Add a Hyperlink in Every Post to ExisHng Post 6. Rename Image Files to Target Keyword 7. Ideally 300+ Words per Post 8. Use Alt-‐Text Keywords in Every Hyperlink 9. Include a Minimum of 1 Outbound Link With Keywords in
Alt-‐Text 10. Use Keyword and Relevant Tags
What you Need to Know about Group Deals
The Group Deals Model
• Unbelievable deal emailed to millions • Shared socially to hit minimum (Tipped) • Receive 50% of cash collected • Paid over 90 days typically in 3 payments • Deal company chooses deals best for them
Don’t miss Thursday’s Session with By the Side of the Road B&B in Harrisonburg, VA
Typical Deal
Activates at minimum quantity
Customizable offer details Highly
compelling offer
Shared with friends
Drives significant new sales
Emailed to millions
How it Works with Groupon
• Your offer is a voucher worth $500 • The voucher is sold for $239 • 100 vouchers at $239 sold in 72 hours
− $239 x 100 vouchers = $23,900 − You earn $11,950 − $3,984 is paid to you within 15 days − $7,966 is paid to you (less fees)
within 90 days in two payments
Each customer may also spend • Package Upgrade • Room Upgrade • Food Upgrade • Products – Tshirts, mugs, etc
Upside and Downside of Group Deals
Upside
• Immediate cash injecHon • Brands your name in front of potenHally millions of customers
• No upfront adverHsing costs • Brings in lots of customers fast – most new
Downside
• Brings in unprofitable business • A\racts a large number of customers (customer service issues)
• Customers are transacHonal/cost sensiHve • Could hurt brand if normally don’t discount
3 Tips When Considering a Group Deal
1. Plan ahead and be prepared • Limit quanHty • Off season
2. Get Repeat Business & Upsell • Secure email address at check-‐in • Make sure their stay is flawless • Master the art of the upsell at booking and check-‐in
3. Understand the Financials • Make sure to cover variable costs • Know the LifeHme Value of a Customer
Ways to Increase Average Revenue Per Customer
• Bundled Packages – Snow Skiing – Mancations – Romantic/Valentines – Girls Weekend
• Food Baskets – Wine and Cheese – Snack Basket – Picnic bundles – Sweets
• Fresh local flowers in room • Bundle Personal Training or Spa Services
Waynesville, NC
Let’s Connect and Follow Each Other
@MikeDMerrill @ReachCast
http://www.mikemerrill.com
http://www.mikemerrill.com/linkedin
http://www.facebook.com/ReachCast