Social Media Training Singapore, Malaysia

INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute

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Happy Marketer.more business from your website

Search Marketing

David Liem Senior Consultant, Happy [email protected] - @daveliem

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Our Clients


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David’s Profile


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ATTENTION

…is fleeting.


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Our Job is to Create…

Relevance Content Context


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Search Marketing




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Most Helpful = Most Relevant


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Search Marketing is Cost Effective


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3 Simple Things …

1.What Is Search Marketing

2.The Most Important Thing About It

3.How To Sell Search Marketing To Your Boss


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My Fictional Clients Today• Acme Cosmetics

International– One of the fastest

growing companies in the sector

• Killer Product: HeadSprout!– Finally a solution for

hair loss treatment


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What Is Search Marketing?


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Driving prospects from search engines to your website


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What’s In the Search Results Page?


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Natural Search Results

• 10 Relevant Results / Links– Websites– Videos– Images– News– Shopping

• Based on quality of content, can’t be bought


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Sponsored Links

• 6-11 Ads on the Top/Side

• Known as Search Advertising

• Advertisers bid on different keywords

• Only pay when someone clicks (PPC)


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Get Better Rankings(SEO)

Show More

Targeted Ads(SEM)


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The Most Important Thing About Search Marketing


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Picking The Right Keywords• The keywords you select,

define– Your costs– Your competition– Your results– Your ROI– Your brand value– Your success on search

engines


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Case Study: HeadSprout!

• Good Keywords– Hair loss treatments– Hair loss serum– Baldness– Baldness solutions– Hair growth

cosmetics

• Bad Keywords– Hair– Treatment– Shampoo– Serums– Beta carotine


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What Make Good Keywords

• Problems your customers face

• Solutions your customers are looking for

• Buzz words & industry specific words

• Popular (enough searches)


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What Makes Bad Keywords• Generic, broad phrases (e.g.

health tips)• Most single word phrases (e.g.

hair or bald)• Too few searches• Words that aren’t in the

customer’s dictionary• Anything with a celebrity’s name

in it


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Your Must Have Keywords• Your company name• Your brand names• Your management team• Your proprietary IP

It’s not optional to market to these keywords!


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Selling Search Marketing To Your Boss


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Everybody Has a Boss


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Selling Search Marketing …

Bring out your …

PJMAS


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5 Ways To Sell It Internally

• Pride – Paint a picture of #1

• Jealousy – Show competitors

• Money – Cheaper than offline

• Awe – Show ‘em other experts

• Statistics – Real search statistics

PJMAS


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Statistics – Most Powerful• https://adwords.google.com/select/

KeywordToolExternal


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3 Simple Things … Recap

1. What Is Search Marketing– Getting relevant traffic from

search engines

2. The Most Important Thing About It

– Picking good keywords, avoiding bad

3. How To Sell Search Marketing To Your Boss

– Bring out your PJAMS, back up with statistics


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Google Analytics


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If a tree falls in a forest …And no one is there to hear it …Does it make a sound?


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The Need for Web AnalyticsIf you have a

lot of activities dedicated to sending traffic to your site …

But you can’t accurately measure the results of those activities …

Did that effort just go to waste??


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“If you can’t measure it, you can’t manage it.”


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What is Google Analytics?


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Provides Answers to Difficult Questions


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Powerful Features in a Simple UI

• Map Overlay• Goal Tracking• AdWords Integration• Internal Site Search• Benchmarking• Funnel Visualization


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How Google Analytics Works


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Web Analytics Principles


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Visitor (or Absolute Unique Visitor)• A visitor is uniquely

identified by a Google Analytics visitor cookie


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Visit

• A visit (or session) is a period of interaction between a browser and website.

• Closing the browser or staying inactive for 30 minutes ends the session.


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Pageview

• A pageview is counted every time a page on your website loads


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Pageviews, Visits & Visitors


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New vs Returning Visitors• New Visitors have visited for

the first time• Repeat Visitors have

previously visited the site


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Bounce Rate

• A bounce occurs when a visitor only views one page

• The bounce rate is the percentage of visitors who left after viewing just one page.


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Time on Site


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Google Analytics Tracking Code (GATC)


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Traffic Report – Measure SEM, SEO & SMO


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Content Report – Measure How Compelling


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What Does A Tagged URL Look Like?

http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten


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Google Analytics URL Builder• Google Has a Free URL builder tool to

track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578




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What is a Goal?

1. A URL Destination goal

2. A Time on Site goal

3. A Pages/Visit goal


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Examples of Goals


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Goals in Reports


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Funnels – Why Define Them?

• A series of pages through which a visitor must pass before reaching the goal

• A funnel allows you to:– Examine where visitors

enter and exit the conversion process

– Eliminate bottlenecks in your process

– Identify which site paths lead to most goal completions

– Use your findings to test changes on the site


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Search Engine OptimizationKarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses


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What is Search Engine Optimization?• Search Engine Optimization is

the process of creating or updating a website to – improve the site’s ranking in

organic search results, – with the objective of increasing the

volume of quality traffic.

• This must be done – on-page (site architecture, link

structure, content, keywords, title tags, etc.) and

– off page (link building.)


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Recap – SEO vs SEM


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SEO – Trusted So Much More!


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How to Kill The Google Spider


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Flash Websites


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Sites with Frames


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URLs / Page Titles that don’t change


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Complicated Links

• URLs with 2+ dynamic parameters: http://www.thedailyanchor.com/page.php?id=4&CK=34rr&User=%Tom%

• Pages with more than 100 unique links to other pages on the site (spiders may not follow each link.)


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Things That Will Confuse A Spider• ‘Deep Linked’ Pages

• Pages requiring a “Session ID” or Cookie to enable navigation

• “frames”


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Things That Will Kill A Spider (1 of 2)• Pages accessible only via a

select form and submit button

• Pages requiring a drop down menu to access them

• Documents accessible only via a search box

• Documents blocked purposefully


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Things That Will Kill A Spider (1 of 2)• Pages requiring a login.

• Pages that re-direct before showing content

• Having an excessively slow page load time. (Greater than 30 seconds)


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Spiders Hate Black Hat SEO

• Reciprocal Link Trading• Cloaking• Promoting Keywords not related

to your Web Site• Keyword Stacking• Keyword Stuffing• Hidden Text• Tiny Text• Hidden Links


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Spiders Hate Black Hat SEO

• Artificial Link Farms• Redirects• Mirror or Duplicate Pages• Doorway Pages, Gateway Pages

or Hallway Pages• Domain spam & Mirror Sites• Typo spam and Cybersquatting• Automated Blog Spam


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KarateSEO© - The Six Factors1. Keywords 2. Architecture3. Relevant Content 4. Authority & External Links5. Trouble Signs6. Experience on Site


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Search Engine Marketing

Online Advertising Trends & Stats


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Search – Largest share• Growth Of Search:

Marketers Voting With Their Dollars

• Search most dominant form of web advertising

• 3X growth every year since 2001

• 45 searches per month, per user

40%

20%

17%

9%

8%

6%

0%

20%

40%

60%

80%

100%

Type of Online Media


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Search – Most Cost Effective


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What is Google AdWords


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Sample Ads on Google Search


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… And The Google Content Network


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Sample Ads on Content Network


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Your Campaign Structure


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Sample Campaign – Flower Shop


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Sample Campaign – Hotel in London


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The Sweet Spot for Keywords


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Why use AdWords?


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Highly Targeted

• Only shows on relevant searches or content


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Vast Reach & Audience

• Reach billions of people, across the world – with just one advertising platform

“Google is arguably the most global commercial Web site ever built.”

– John Yunker, Chief Analyst, Byte Level Research

Your customerssearch Google in their

own language

#1 search engine in 17 out of 20 countries

measured


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Affordable & Cost Control• No minimum spend• You decide the daily budget• Choose how much to pay for

each keyword• Only pay when users click your

ad• More cost effective than

Banner ads, Direct mail, Offline advertising

• Completely trackable – Shows how profitable each keyword is


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Fast & Flexible

• Start advertising within 15 minutes

• Start & Stop whenever you want• Unlimited changes, no charges• Target ads by location, language

& topic• Ability to test multiple ads at

once


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AdWords Terminologies


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A Typical Text Ad

Display URL (35 character limit)

Ad Text (35 character limit)

Ad Title (25 character limit)


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Clicks

• People who click on your advertisements

• Cost you $$$, everytime somebody clicks


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Impressions

• Number of times you ad shows– On Google Search– Content Partners (Gmail, NY Times,

About.com etc)– Popular keywords: 1000s of

impressions/day– Rare keywords: <100

impressions/month


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CTR – Click Through Rate

• For every 100 people that see your ad

• How many click it?• Example

– 1000 impressions– 34 clicks– 3.4% CTR


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CPC – Cost Per Click

• When somebody clicks on your ad

• You pay– Between SGD .02 and SGD 20

(every time)– Different CPC for search, content &

placement


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Conversions – the Magic Juice

• Conversion– An action by your website visitor that makes

you money (E.g. Sale or Email opt-in)

• Conversion Rate– For every 100 visitors, how many conversions

• Cost Per Conversion– How many $$$ does it cost per conversion?


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Google Adwords Tool: Priceless!https://adwords.google.com/select/KeywordToolExternal


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How to set your SEM Budget


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The right expectation for your budget• Very much depends on your

keyword competition• Cost of Ads $$: #1 Google, #2

Yahoo #3 Bing etc…• If possible, proportionally match

to seasonal business• Seasonal adjustments?

More competitive on off-season periods?

• Degree of exposure?• Continuously optimizing?


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Calculating your SEM budget:

No. of

Sales No. of

Visitors Bud

get

Cost Per Click ($)

Conversion

Rate (%)


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Calculating your SEM budget: An Example• Your marketing goal is to sell

1000 Creative Sounds Systems globally every month

• CPC for “Creative Sound Systems” = $1.16

• Your website converts 2% of its visitors

• Each sale would cost $58 or 1 sale per 50 visitors

• 1000 systems sold would cost you $5800 / month


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Facebook.com/happymarketer


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“Create Relevance”




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Effective WebsitesSeven ways to convert visitors into buyers


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1. Make The Home Page Useful


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Reaffirm your brand and site purpose

Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points.

Avoid long introductions as customers will seek this information in the ‘about us’ section.


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Find the optimal page layout

Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page.


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Test product promotions

Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals.

Popular or seasonal products that are profitable for you should be visible on the homepage.


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Make it easy to navigate further

You want visitors to proceed beyond your homepage. With so many potential routes a visitor could take,

make sure they don’t get lost. Options on where to navigate next should be clear

and simple e.g. using site search, top/side navigation, and/or product links.


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1. Top Tips for Home Pages1. Reaffirm your brand and site purpose:

– Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points. Avoid long introductions as customers will seek this information in the ‘about us’ section.

2. Find the optimal page layout: – Show visitors a clean and easy to understand

homepage which isn’t cluttered and has all relevant information available on the top of the page.

3. Test product promotions: – Mirror any offers promoted in your offline advertising,

and let customers know of any compelling deals. Popular or seasonal products that are profitable for you should be visible on the homepage.

4. Make it easy to navigate further: – You want visitors to proceed beyond your homepage.

With so many potential routes a visitor could take, make sure they don’t get lost. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.


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2. Bring Me To The Right Page


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Link ads to the right page

Product-specific ads and keywords should link to product specific pages;

More general ads about a product or service category should link to more general pages.

Avoid directing visitors to search results pages.


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Mirror your ad title

Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.


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Ensure selling points are visible

If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site.

Make sure selling points from your ad are clearly visible on your landing page.


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2. Top Tips for Landing Pages1. Link ads to the right page:

– Product-specific ads and keywords should link to specific pages;

– More general ads about a product or service category should link to more general pages.

2. Mirror your ad title: – Try mirroring the headline or title of your

ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.

3. Ensure selling points are visible: – If you include compelling prices, special

offers or delivery options in your ad text, a customer will expect to see these on your site.

– Ensure selling points from your ad are visible on your landing page.


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3. Help Me Navigate


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Make product/service categories visible

People need to see how to navigate in order to do so. Use clear labels/titles to show what products and

services you offer. Build a navigation structure that is intuitive and not too

complex.


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Use easy-to-understand terms

When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing.

Avoid jargon where possible.


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Highlight where to go next

Help the user understand how they can get from A to B in the easiest possible way.

Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.


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3. Top Tips for Navigation1.Make product/service categories

visible: – People need to see how to navigate in order to

do so. – Use clear labels/titles that show what product

and service categories you offer. – Build a navigation structure that is intuitive and

not too complex.

2.Use easy-to-understand terms: – When labeling the product/service categories

you offer, make sure you use terms that your customers will understand and find appealing. Avoid jargon where possible.

3.Highlight where to go next: – Help the user understand how they can get

from A to B in the easiest possible way. – Experiment with call to action buttons, or click-

able links and images to find out what works best to direct the customer onwards.


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4. Give Me The Right Search Results


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Check quality of results

Is your site’s search function working well?

Ensure visitors are getting relevant results, even when they search on synonyms or misspellings.


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Make site search visible

Visitors to your site should be able to see, at a glance, where to search.

Consider enlarging your search box or making it more prominent.

Ideally 27 characters wide.


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Allow customers to sort results

• People like to be able to sort through search results. • Allow visitors to order what they see by anything

from price or popularity to colour, style etc.


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Lay out search results clearly

Ensure visitors can glance through search results and compare listings easily to decide where to click next.


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4. Top Tips for Site Search1.Check quality of results:

– Is your site’s search function working well? Ensure visitors are getting relevant results, even when they search on synonyms or misspellings.

2.Make site search visible: – Visitors to your site should be able to see, at a

glance, where to search. Consider enlarging your search box or making it more prominent.

3.Allow customers to sort results: – People like to be able to sort through search

results. Allow visitors to order what they see by anything from price or popularity to colour, style etc.

4.Lay out search results clearly: – Ensure visitors can glance through search

results and compare listings easily to decide where to click next.


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5. Make Registration Optional


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Allow purchase without registration

Let customers buy from you without creating an account.

You can still capture details like their email address in your payment details form;

You can also offer them the opportunity to register post-sale.


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Make registration easy

Try to reduce the amount of information required to register.

Stick to the details you really need.


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Highlight the benefits

If you want to encourage customers to register, let them know how this will benefit them.


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5. Top Tips for Registration1. Allow purchase without

registration: – Let customers buy from you

without creating an account. You can still capture details like their email address in your payment details form; you can also offer them the opportunity to register post-sale.

2. Make registration easy: – Try to reduce the amount of

information required to register. Stick to the details you really need.

3. Highlight the benefits: – If you want to encourage

customers to register, let them know how this will benefit them.


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6. Make It Easy To Enquire


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Don’t ask for unnecessary details

Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.


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Show transparent steps

Use a status bar to show what stage a customer is at in the checkout process.

This sets expectations and makes the process seem manageable.


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Expedite the process

Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.


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Avoid distractions

You may want to remove advertising and unnecessary navigation bars from your checkout process.

Minimize distractions that might lead a customer to move elsewhere.


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6. Top Tips for Enquiries1. Don’t ask for unnecessary

details: – Reduce the number of fields and steps in your

checkout or enquiry process. Only ask the customer for information that’s really needed.

2. Show transparent steps: – Use a status bar to show what stage a

customer is at in the checkout process. This sets expectations and makes the process seem manageable.

3. Expedite the process: – Help the customer to complete forms by auto-

populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.

4. Avoid distractions: – You may want to remove advertising and

unnecessary navigation bars from your checkout process. Minimize distractions that might lead a customer to move elsewhere.


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7. Reassure Me


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Offer transparency on risks & price

Be transparent about total costs and inform customers early on about any extra charges.

It can also be beneficial in the checkout process to offer downloadable information.


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Clarify what happens after purchase

Make sure a customer knows how long the next step will take.

You should have immediate online email confirmation, and set expectations for an offline reply.


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Offer security

Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol.

Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.


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7. Top Tips To Reassure

1. Offer transparency on risks & price: – Be transparent about total costs and inform

customers early on about any extra charges. It can also be beneficial in the checkout process to offer downloadable information.

2. Clarify what happens after purchase: – Make sure a customer knows how long the

next step will take. You should have immediate online email confirmation, and set expectations for an offline reply.

3. Offer security: – Make sure your pages are secure, and include

known symbols to indicate this e.g. padlock symbol. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.


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Website Principles

1. Home page2. Landing Page3. Navigation 4. Site Search5. Registration6. Enquiry Forms7. Trust


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Social Media Marketing

How it will completely transform your business


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Social Media Outline1. Social Media Success Stories2. Online Reputation Management (ORM)

Tools 3. KPI’s for Social Media Campaigns4. Social Media Measurement Tools 5. B2B Marketing6. Blog Marketing 7. Twitter Marketing8. Facebook Marketing9. Viral Marketing10.What / What Not to Outsource in Social

Media


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Land of Govt Campaigns


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City of Brotherly Love


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Consumer power

http://www.youtube.com/watch?v=srD7bEU9MXA


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Social Media Success in Asia

http://www.youtube.com/watch?v=s2XLZsiCBsA&feature=related


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The results? 3 million

social media views

19,000 Likes

9000 comments

88th

most watched video on Youtube.

http://www.youtube.com/watch?v=s2XLZsiCBsA&feature=related


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Happy Marketer.more business from your websiteOnline Reputation Tools


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websitegrader.com/site/www.idrc.org.sg/


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Alexa


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YoutubeMarketing


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Viral Videos

http://www.blendtec.com/willitblend/


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Setting up a Youtube channel


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Objectives

• Brand awareness• Recruitment • Product Training • Product advertising • Direct Sales


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Customer experience

• Air Asia

http://www.youtube.com/user/airasia


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Demonstration

• Cnet - Product and service demo

http://www.youtube.com/watch?v=BRGcRVXXNUk


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Video Blogs

• Ask a Ninja

http://www.youtube.com/watch?v=OEmss2lg-ug


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Ads and Viral Videos

http://www.youtube.com/watch?v=hKoB0MHVBvM


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Facebook Marketing

Groups, Pages, and Website Integration


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Customer Service

http://www.facebook.com/AirAsia


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How to Make an Engaging Fan Page1. Welcome Page2. Social Profiles and Contact

Information3. Testimonial Page4. Newsletter and Opt-In Form5. Secret Membership Area6. Contests and Special Events7. Article Links8. Job Board9. Analytics


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#1 Welcome Page


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#2 Social Profiles and Contact Information


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#3 Testimonial Page


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#4 Newsletter and Opt-In Form


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#5 Secret Membership Area


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#6 Contests and Special Events


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#7 Article Links


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#8 Job Board


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#9 Analytics

• You can track the interactions on each of your FBML pages using Google Analytics

• Decide which tabs should stay or which should go


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Pringles


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ASPCA


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Pepsi


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Integrating Facebook to your Website• Widgets – Promote your fan

page• Open Graph - Enables you to

integrate your web pages into the social graph.


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Twitter Marketing

Build your business one tweet at time


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Twitter Marketing Made Easy1. Sign up at Twitter.com. It’s free!2. Create a profile for your

business.3. Use the search feature to find

messages about your company, products, or services.


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Take Action!

1. Click the Reply button.2. Send the person who posted

the message a brief helpful response.

3. Look at the next message you found about your company or products.

4. Repeat steps 1 through 3.


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B2B Marketing


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B2B Marketing Tips

• Be a thought leader – Blog, publish articles on other sites,

speak, videos, podcast, discussion forums

• Collaborate with others in your industry– Share expertise/content for better

customer experience

• Be Human• Online + Offline Networking


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KPI’s for Social Media Campaigns


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Company Website & Blogs Metrics • Number of posts, comments • Audience growth—unique and repeat

visits • Number of conversions – Adwords, site

goals• Conversion rate • Subscribers • Incoming links • Technorati, Alltop and other directory

listings • SEO improvements, keyword rankings,

and # ranked words The Definitive Guide to B2B Social Media, by Marketo


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Social Media Networking MetricsQuantitative • Fans, followers, page views• Authority• Velocity• Channel performance• Conversions• Comments/posts• Pages ranking on search engines• ROI on Money and Time spent


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Social Media Networking MetricsQualitative• Influencer sharing behavior • Quality of conversation• Enhancement of relationships with

key audiences• Enhancement of company

reputation• Identification & value of Influencers• Fan likelihood to promote or offline

event etc


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Measurement Tools

Facebook, Twitter, YouTube, Listening Tools


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Facebook Insights


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Twitter Tools

http://www.wchingya.com/2009/03/killer-apps-for-successful-network-in.html


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Twitter Clients


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Lots of other quality tools to choose!

or

http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/

http://bit.ly/SMtools


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Blog Marketing


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Types of Blogs

• Wordpress


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Types of Blogs

• Blogger


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Types of Blogs

• tumblr


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Types of Blogs

• Posterous


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Internal Blogs (Integrated with Website)• Fits into the look & feel of your website• No any additional expenses for domain

names and hosting• Built-in audience of your website

visitors• Tone should be similar to website

content’s tone• Links from other bloggers help your

PageRank• More content helps increase your SEO,

as the size of your site increases


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External blog

Hosted on it’s own domain or Blogger / Wordpress

• Gives the blog its own identity, separate from site

• Can have a different tone & purpose from the main website

• Aim to reach a new audience • Expand your company branding by

making it edgier, more fun or less fun! • Lots of extra effort in marketing a

brand new website


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Company Blog Lessons

http://www.blogsouthwest.com/


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Relevant Content to Specific Interests


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Viral Marketing


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Viral Marketing

• Make people feel something (joy, love, hate)

• Do something unexpected• Do not try to make

advertisements – Have a great story

• Allow Sharing, comments, downloading and embedding

http://mashable.com/2010/05/12/cheeseburger-ceo-on-memes/


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Outsourcing Social Media Projects


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Outsourcing Social Media• What Should You Outsource?

– Any technical that doesn’t require your personality or involvement. Facebook/Twitter, Automated Messages

• So What Shouldn’t You Outsource?– The bottom line is that social media

networking is about the conversation—so don’t outsource that!

Social Media Training Singapore, Malaysia

Business

Transcript of Social Media Training Singapore, Malaysia