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Digital Marketing Optimizer
Gita Pramestyani@pramestyani
/pramestyanipramestyani.wordpress.com
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Integrated Media
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Component Strategy
DIGITAL MARKETING
Search Enginemedia to attrack customer from organic search
Social media(Twitter, Facebook, LinkedIn, Youtube, Blog)media to spread content and do engagement
Online communitymedia to create word of mouth and do engagement
Adsways to do promotion, could be on search engine, social media,etc.
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Digital Integrated Strategy
Website
Search Engine
Social media(Tw
itter, Facebook, LinkedIn, Youtube,
Blog)
Online communit
y
Another website,
portalAds
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What is a Website
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Why must have a website
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When
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Who
Target Audience
Owner
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Where to host a website
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How
• Research• Development• Maintenance• Measurement
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Research
Digital Presences in- Search engine- Social media
Tools• Google Insight• Google Trends• Google Keywords
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Development
• Structure/ Information Architecture• Wireframe• Design/ UX – user experience• Content
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Maintenance
• Content strategy• SEO• SMO
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Measurement
For Improvement
Tools• Google Analytics• Google Webmaster
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Online Marketing Ecosystem
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Online Brand Building
ContinuousProcess
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Attract
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Measure
MeasureWeb Analytics
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Engage
Convenience
Content
Attracting customer is only the first step in building online brands.
Brand then need to engange customers to obtain their interest and participation
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Conversion :
First time visitor
Regular Visitor
Browser(visitor)
Buyer
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Learn
• Learn about customers (demographic, behaviour,etc)
• Learn from result of measurement customer data/insight
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Relate
By leveraging multidimensional data gathered from visitor activity on website, brand can create value by
providing a personalised online experience
This way can create a customer base that would spend more time and money at
website.
Customization and good Customer Care help to switch barries and encourage customer to return and repeat cycle
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Digital Marketing Model
Define business goals & target
audiences
Define/ refine internet marketing
strategy
ImplementTrough website, SMO, Ads, SEO
Measureexisting Internet
presence and programs or Result
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Digital Marketing Model -Example-
•Awareness•SalesBusiness Goal :
•Teenager•Career women /men / SES A/ SES B/ SES C•Kids
Target Market/audience :
•Targets aware with brand, 1000 visitor/day•Online selling up to 40items/dayKPI•Mapping target audience community•Build product/ corporate/community/e-commerce site
Strategy & Implementation
•Number of visit, number of product selling, returning visitor, survey for brand awarenessMeasure
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RESEARCH
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Google Insight
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Google Trends
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Google Keywords
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Google Keywords
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Google Keywords
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DEVELOPMENT
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Who’s our Target Audience?
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Objective
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Structure/ Information Architecture
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SiteMap
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Wireframe
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Wireframe
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Design/ U
X-User Experience
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Content
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MEASUREMENT
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What is Web Analytics?
Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research.
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On server
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Third Party
www.google.com/analytics
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Google Analytics advantages
• Free• Sufficiant possibilities for most companies• Easy to implement• Easy to use• Easy to understand
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1. Google Analytics Dashboard
• Add / remove elements
• Personalized• In any an important data for you,
just “Add to Dashboard”
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2. Comparing Date Range
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3. Deep Geographic Data
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4. Email Report
• XML• PDF• CSV• TSV
• Send now• Schedule
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5. Navigation Summary
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6. Site Overlay
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7. Bounce Rate
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8. Keyword Source
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9. Referring Sites
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10. Browser Capabilities
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11. Connection Speed
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12. Visitor Loyalty
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13. Top Content
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14. Top Exit Pages
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15. Network Location
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16. Seluler
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Google Webmaster
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Online Lead Generation
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Build Lead Generation
Generate Leads
Engage current customers to increase statisfaction and loyalty
Drive word of mouth about existing products and services
Build relationships with influencers/ advocates
Listen for insight from conversation
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Customer digital activity Generate Lead
• Objective– Grab customer data for CRM (Customer Relationship Management)
• Target audience– Customer in social media
• KPI– 1000 data in a month
• Strategy (alternative 1)– Buzz information through social media– Bring customer to targeted landing page
• Measure– Convert lead into real customer
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Lead convert to Sales
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Generate more Lead
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Attract Visitor
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Building Landing Page
Visitor Landing PageCustomer get
what they needConversion
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Social Proof
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Social Spread
• Mention @company/brand• Offering copywriting• Link to landing page
“Bunda, ingin mendapatkan paket produk dari @prominaID? Ayo bergabung dengan Bunda2 lainnya http://t.co/idogk”
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Landing page
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Landing page
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Say Thank You
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Social Media Sharing
SOYJOY Remind Me | I just make personal reminder in the future!
Post to social media
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Auto Response Email
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Social Media Optimization
SMO for website
Let people know
Spread marketing and
visibility
Search Engine Ranking
Traffic
Conversion Ratio
Engage the visitors
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Let people know
Official Twitter Account(Brand online presence)
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Spread marketing and visibilityUsing influencer
Link building
Spread conversation, more visibility
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Search Engine RankingFirst rank for Facebook Fan page (brand online
presence )
First pages in Google Search result for website
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Traffic
Twitter's link shortening service
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Conversion Ratio
Example : Buzzer effectiveness
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Conversion Ratio
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Conversion Ratio
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Conversion RatioIn Google Analytics – Goal feature –
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Conversion Ratio
Step page
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Convertion Ratio-Example-
Result
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Convertion Ratio-Example-
• Menganalisa hasil pencatatan google analytics untuk goal conversion
8.54% = 77 x 100% = jumlah goal yang tercapai hari itu 902 jumlah seluruh kunjungan di hari itu
0.38% = 77 x 100% = jumlah seluruh goal yang tercapai 20.361 jumlah seluruh kunjungan
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Convertion Ratio-Example- Reverse Goal Path
Mengetahui behavior visitor ketika berinteraksi di website
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Convertion Ratio-Example- Funnel Visualisation
User experience insight
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Convertion Ratio Goal - conditions for use-
• Visitor buys an item from your website.
• Visitor clicks on an affiliate link to a product on another site.
• Visitor subscribes to your newsletter (subscription link).
• Visitor downloads a free report from your site.
• Visitor clicks on a link to your social profiles.
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Engage the Visitors
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Engage the Visitors
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Engage the Visitors
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Engage the Visitors
Customer/ visitor insight, data to learn how to engage more
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Engage the Visitors
Contain backlink to website
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Engage the Visitors
Website Traffic
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SMO Activities-Learn-• After knowing the result of SMO
activities, next step is learning, what we had do, and what to do next.
• After SMO activities, we create number number of fans & visitor customer base
• With customer base, create strategy to impact our business do action
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Search Engine Optimization Plan
SEO Plan
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Target Keyword
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Target Keyword
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Submit Webpages
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Report Ranking
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Report Ranking
Website berada di posisi pertama di tengah 26.400.000 hasil pencarian, tingkat persaingan cukup tinggi
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Analyze Conversion
Konten dapat di optimalkan lagi, karena dari 1300 impression, baru menghasilkan 400 klik
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Optimize Website• Engagement and user experience quality,
by :– Increase Amount of time spent on the
website– Decrease Bounce rate– Increase Number of web pages per
visit (pageviews)– Enrich content– Good usability
• Link building in another website or social media
• Follow W3C standard for scripting
Google Panda (new) Algorithm
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SEO Activites-Learn-
Good SEO result impact for business• Good landing page can create
purchase intent or even (online) sales
Visibilit
y
Clickability
Open targete
d landing
pageVisibility : not more than 3rd search pageClickability : relevant copywriting, match with user needsOpen landing page : convert visitor to buyer
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Measuring/ insight
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Advertising Social Media Website
Study case
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Paid
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Owned
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Facebook Application Insight
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Facebook Application Insight
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Facebook Insight for Website
http://www.facebook.com/insights/
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Facebook Insight for Website
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Facebook Insight for Website
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Google Analytics -Embedded Code for integrated with social media page-
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Google Analytics Report
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Google Analytics Report
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Google Analytics Report
Measure & track, how effective social media generate traffic to website
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Google Analytics - Social Media Segment-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|
t.co-
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Google Analytics - Social Media Segment-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|
t.co-
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Google Analytics - Social Media Segment-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|
t.co-*GA old version
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Google Analytics - Social Media Segment-facebook|twitter|kaskus|ubersocial|tweete|forum|twit|blog|hootsuite|
t.co-
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Google Analytics - Segment
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Google Analytics Filter
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Google Analytics – create filter
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Google Analytics – create filter
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Google Analytics – Filter Result
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GA – Segment vs FilterAdvanced Segments Profile Filters
Modify a report view at the visit level.
Modify incoming data at the pageview level to create separate profiles (reports).
Applied to current and historical data.
Applied only to new data from the time the filter is created.
Instantaneous results—once they’re created, you can view segmented data in your reports immediately.
Aimed at longer-term usage where once set, the segment is unlikely to change.
Allow the use of conditional values on metrics, for example, greater than, less than.
Only text string matches can be included—no numerical conditionals are available.
Set up by report users, making them safe—no data can be lost.
Set up by administrators, because data can be permanently deleted.
Use profile
filters to remove “noise” segments
from your reports . Use profile filters when you wish to
control the level of access, such as providing paid
search data to an external agency.
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GA – Segment vs Filter
use advanced
segments when you are drilling down to understand visitor behaviour, for example, comparing the performance of a social network versus search engine visitors
Advanced Segments Profile Filters
Test facility available. Take 3–4 hours for data to populate reports.
Combine statements to meet multiple conditions.
Use cascading filters for combination effect.
Set on a per-user basis—segments can be shared with other report users, but cannot be used to hide data.
Set on a per-profile basis, therefore access to segmented data can be controlled separately form other data.
Regular expression statements are not limited, though the total combined for a segment with multiple statements must not exceed 30,000 characters.
Regular expression statement limited to 255 characters.
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Google Analytics-[New feature] Social-
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Google Analytics-[New feature] Social-
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Google Analytics-Social plugin-
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Google Analytics-[New feature] Social-embedded code
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Google Analytics-[New feature] Social-embedded code
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Tips for Building Landing Page
• Clear title, description, and layout• Removing all distractions from landing
page• Display social sharing button• Design forms in order to capture
information from visitor• Structure forms not too long• Direct form submission to Thank You page• Track to conversion
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Final words
• Website is a long term investment
• Always do improvement by measuring
• Content strategy and convenience (good information architecture) is a key for long-term engangement
• Good SEO
• Social media engagement
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byGita Pramesyani
31 Mei 2012