A FRAMEWORK FOR DIGITAL MARKETING: THE 4 CS

Week 2

The Four Cs

1. Content creation2. Community building3. Conversation engagement4. Commerce, or Conversion

(changing behavior)C

THE 4 CS: CONTENTWeek 2

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A Day in the Life of a Content Marketer

• 6am: Check Twitter• 6:15am: Check Twitter again. Anything new?• 6:30am: Check Twitter. Did someone just tweet

at me?• 6:45am: Check Twitter yet again. Why hasn’t

anybody tweeted me?• 7:00am: Drive to work. How am I supposed to

check Twitter?• 7:30am: This Twitter withdrawal is going to kill

me!• 8:00am: Finally, I can check Twitter again.• … etc., ad infinitum

My Secret Sauce

1. I subscribe to my favorite blogs via – Feedly (for reading on my mobile phone)– Email subscriptions

2. I aggregate my favorite blog content into a single email using Yahoo! Pipes, IFTTT and Feedburner so I get one or two emails a day with headlines and links

3. If I find an article I want to curate and share, I use two browser plugins…

Buffer

Hootsuite

A Real Day in the Life of a Content Marketer

• 6am: Check Twitter• 6:15am: Check email quickly• 6:30am: Get ready for work• 7:00am: Head into office• 8:00am: Read my digests and blogs and curate• 8:30am: Get on with the real work…

(Oh yeah, and check Twitter)

What is Content Marketing?

• Content marketing was a response to the evolution of search engine technology

• Since content marketing’s rapid rise to popularity, search engine technology has evolved

• Content marketing techniques must evolve with it

Content Marketing is Hot• 98% of marketers surveyed plan to increase or

maintain their digital marketing budgets for 2014; only 2% plan to decrease their budgets.

• The five top areas where marketers plan to increase digital spend in 2014 are data and analytics (61% plan to increase), marketing automation (61%), email marketing (58%), social media marketing (57%), and content management (57%).

• $135 billion will be spent on new digital marketing collateral (content) in 2014.Source: ExactTarget, Jeff Bullas

Content Marketing is Big. BUT…

http://www.flickr.com/photos/22711505@N05/5766880112/

If you build it…

Content Marketing

http://www.flickr.com/photos/jewe/2905913332/

Will they come?

Content Marketing = Search + Social + Media

… Only If You Can Be Found

It’s a search game. And a social game. And a media game. All in one.

Content Marketing ≠ Inbound MarketingA good content marketing program used to be able thrive on

one web presence (a website or blog with dynamic content) surrounded by a good social mediaProgram. This “inbound” model doesNot work as effectively nowAs it used to.Why?

http://www.flickr.com/photos/jameskm03/5990507429/

The Content Marketing Mix

But is Content MarketingWorking for You?

• Are you creating content?• If so, what kind, how often & what

channels?• How are you promoting it?• Is it being applauded or amplified?• What kind of engagement are you

getting?• Is it working? (i.e., is it converting?) (and if it is, would you know it??)

Rand Fishkin’s Content Marketing Manifesto

http://www.slideshare.net/randfish/the-content-marketing-manifesto

I pledge to create something remarkable – something that people will love. Something they will want to share. Something I can be proud of. And if it fails to achieve my marketing goals, I won’t give up. I will try again. My failures will be the practice I need to earn future successes and future customers.

6 Keys to Sharable Content

http://www.slideshare.net/stevenvanbelleghem/a-six-step-content-marketing-model

The 7th Key to Sharable Content?

$?

Facebook EdgeRank

http://socialfresh.com/facebook-edgerank-facts/

5 Things You Didn’t Know About EdgeRank

1. Typical post reaches only 17% of your fans

2. Average post lifespan is 3 hours

3. Comments are 4x valuable than likes

4. Affinity = everything5. GraphRank is subset of

EdgeRank

Todd’s Building Blocks of a Content Marketing Strategy

1. News2. Understanding of Customer3. Understanding of Competition4. Understanding of Industry5. Understanding of Influencers6. Opinions on Any and All of These7. Lack of Fear to be Different, Better

or Critical

Curation, Not Just Creation

• Content curation, or the reuse/repackaging of other people’s content, is becoming hugely popular

• You must be able to add value to that content: commentary, insight or more news

Conclusion: Content Marketing Works

SEARCH MARKETING: ORGANIC

Week 2

What is SEO?

The Goal of SEO is to push your content to the top of

SearchEngineResultsPages

“Above the Fold” in the Old Days

http://www.flickr.com/photos/globochem/2321238318/

“Above the Fold” Today

Paid Placement

Unpaid (Organic) Placement

Social Media’s Impact on SEO

Before After

SEM vs PPC vs SEO• Search engine marketing (SEM) is a

combination of paid search programs and “organic” search optimization

• Paid search includes:1. Pay-per-click (PPC) 2. Cost-per-impression (CPI or CPM) (M=1,000)

• Organic search (i.e., SEO) focuses on “unpaid” ways to improve search engine results page (SERP) placement

http://en.wikipedia.org/wiki/Search_engine_marketing

5 Key Metrics of Site SEO1. Searchability. Is the structure, content and meta-content

(descriptive information including titles and keywords) of the site optimized for search engines (specifically Google and Bing), providing the best possible organic search engine results possible, as defined by search experts and online SEO/SEM measurement resources?

2. Accessibility. Is the site accessible from different kinds of devices, and can people with disabilities perceive, understand, navigate and interact with the site, as defined by the W3C Web Accessibility Initiative?

3. Navigability. Once on the site, is the content easily organized and navigated?

4. Sharability. If a visitor likes what the can see or do on the site, is it easy for that person to share their likings (or dislikings) with site managers and/or the general public?

5. Salability. Does the content of the site lend itself to one or more understandable (and measurable) goals – e.g., driving visitors to try out a product, buy a service or tell others about the site?

Search & Social are Critical to Content Marketing

Conclusion

THE 4 CS: COMMUNITYWeek 2

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Social Media ≠ Community

http://www.slideshare.net/rhappe/community-management-fundamentals

What is Community Management?

http://www.slideshare.net/rhappe/community-management-fundamentals

The Discipline of Ensuring Productive Communities

The

Iceb

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Effec

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Community Management Rules1. Remember that community is not the platform, it’s the people2. Set up clear guidelines for participation, and put them in writing3. Understand the implications of exerting editorial control over

user-generated content4. Don’t sell!5. Disclose your identity6. Be yourself, but don’t be all about you or the product7. Be friendly and helpful, but firm8. Ask questions and show that you’re listening9. Show that you’re learning; that they’re making a difference10. Feed the stars but starve the trolls11. Keep calm and carry on12. Admit mistakes and apologize

http://www.slideshare.net/princessmisia/how-to-be-an-awesome-community-managerhttp://www.slideshare.net/rhappe/community-management-fundamentals

The Community Maturity Model

http://www.slideshare.net/rhappe/community-management-fundamentals

THE 4 CS: CONVERSATIONWeek 2

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The Listening Dashboard• Google Reader Substitutes

– Prismatic– Feedly

• Google Alerts• Search.twitter.com

Content Rules Chapter 9

Listening & Engagement Tools• HootSuite• TweetDeck• CoTweet• Jive• Collective Intellect• Lithium• Sysomos• Attensity360• Alterian SM2• Crimson Hexagon• Spiral16

• Spredfast• CustomScoop• Meltwater Buzz• SocialToo• Topsy• Trackur• UberVU• ViralHeat• Webtrends• Google Reader• Sprinklr

Prioritizing Your Influencers

• Influencer Maps• Influencer

Tiering

http://mentionmapp.com/#user-vanhoosear

Influence Measurement Tools

• Klout• Kred• mBlast• PeekAnalytics• PeerIndex• Traackr• TweetLevel

• Reach (how many people does this particular influencer influence compared to other influencers)

• Relevance (how closely aligned are the topics that this influencer writes/talks about compared to your organization’s topics)

• Reputation (what is the common opinion that people have about a particular influencer compared to other influencers)

• Receptivity (how approachable is this particular influencer, and how likely are they to be influenced by you – shoot too high and they may not be receptive. Too low and they won't have enough followers to make it worth the effort)

42

The Four Rs of Influence

R

The Influence Formula

Calculate an influence score between 0 and 1000 for each by assigning a numeric value to each R in the following way, and multiplying these values together:

• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow reach• Relevance: 0-10, with 10 representing a very close fit and 0 a stretch• Reputation: 0-10, w/ 10 being a household name and 0 a relative unknown• Receptivity: A percentage likelihood of action, represented decimally, from

.0 (0%) to 1 (100%)

The resulting output of this formula is a score between 0 and 1000

I = r1 x r2 x r3 x r4

Influence Tactics1. Rational Persuasion (Appeal to Thoughts)2. Inspirational Appeal (Appeal to Feelings)3. Personal Appeal (Appeal to Relationships)4. Consultation (Question)5. Ingratiation6. Coalitions7. Relentless Pressure8. Reciprocity & Exchange

The Influencing Formula by Elizabeth Larson & Richard Larson

From Monitoring to Action

• Establish a conversational workflow– A decision tree outlining how

conversations are treated and routed across the organization

– e.g., if the topic is this, then this person should respond; if the topic is that, then there’s no need to respond

THE 4 CS: CONVERSIONWeek 2

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What is a Conversion?

• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)

• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase– Repurchase– Advocacy / evangelism

http://en.wikipedia.org/wiki/Conversion_rate

DIGITAL MARKETING CONVERGENCE

Week 2

Paid vs. Earned vs. Owned

• Advertising was traditionally the realm of paid media

• Public relations was traditionally the realm of earned media

• Advertising claimed an early lead in “interactive” media

• PR claimed an early lead in “social” media• Both PR and advertising are now competing

for control of owned media channels

PESO• PAID = Money exchanged for space in

magazine, newspaper or online site; for time on radio, TV and sometimes online channels

• EARNED = Coined by public relations professionals to differentiate from paid media

• SHARED = Content shared on, and communities built on, third-party social networks (e.g., Facebook, Twitter, LinkedIn, Pinterest, etc.)

• OWNED = Print collateral, websites, blogs, video, podcasts, ebooks, etc.

POE vs PESO• Which makes more sense?

There is a Convergence Happening in Marketing

Image courtesy IDG

THE DIGITAL MARKETING HUB

Week 2

The Evolution of Marketing Technology: 1970-Tomorrow

• Take your customer database and digitize it: telesales

• Then port it to the personal computer: contact management software

• Then add collaboration, lead scoring and reporting: sales force automation

• Then port it to the web and add lifecycle management: customer relationship management

• Then add SEO and some automation scripts: marketing automation

• Then add omnichannel support and mix in some consumer empowerment: digital marketing hub

http://www.crmswitch.com/crm-industry/crm-industry-history/

"The Hub of the Universe”

"[The] Boston State-House is the hub of the solar system. You couldn't pry that out of a Boston man, if you had the tire of all creation straightened out for a crowbar.”

Oliver Wendell HolmesThe Autocrat of the Breakfast Table, vol. 1, no. 6

1858

“The Hub of the Universe”

What is a Marketing Hub?

“A digital marketing hub provides marketers and applications with standardized access to audience profile data, content, workflow elements, messaging and common analytic functions for orchestrating and optimizing multichannel campaigns, conversations, experiences, and data collection across online and offline channels, both manually and programmatically.

“It typically includes a bundle of native marketing applications and capabilities, but it is extensible through published services with which certified partners can integrate.

The Gartner Marketing Hub Magic Quadrant (December 2014)

Gartner’s Four Crucial Aspects of Digital Marketing: The Four Es1. Have a single view of the customer —

Know who you’re interacting with, no matter which channel or identity they’re using.

2. Use the same content engine — Get everyone involved – from content ideation, through to creation, curation and engagement – using the same platform.

3. Address all channels — Most of your customers are using multiple channels to interact with you. Have a plan for each, even if you’re focusing on just a few.

4. Don’t stovepipe your measurement — Have a consistent, overarching set of program objectives that transcend the platform. Don’t get trapped into platform-specific measurement.

Gartner, December, 2014

Engagement

Execution

Extensibility

Evaluation

Visualizing the Digital Marketing Hub

CMS

Email Marketing System

Facebook

Twitter

Other Social Channels

Web / Mobile / Tablet

F2F

HootsuiteTweetdeck

Google AnalyticsLink Shorteners

Visualizing the Digital Marketing Hub

Knowledge

Interest

Intent

Action

Awareness

YourMarketing Hub

Your Sales & Marketing Process

Your Channels

Transitioning to a Digital Marketing Hub, or, Don’t Panic!

Knowledge

Interest

Intent

Action

Awareness

YourMarketing Hub

Your Sales & Marketing Process

Your Channels

The 8 Keys to Digital Marketing Success

1. Content Creation, Curation & Management

2. Social Media Monitoring & Engagement3. Advertising4. Search Marketing5. Lead Generation Mentality6. Reporting, Analytics & Measurement7. Automation Technology8. Targeting & Testing

Market Research Secrets• Begins with a competitive analysis• What companies / sites are you

competing with?• How well do they perform?• Great tool: http://websitegrader.com/

Keyword Research Secrets

Once you have identified and analyzed the competition at a high level, you can turn your attention to analyzing the keywords from four perspectives:

1. What keywords you want to be known for2. What your site is keyword optimized for3. What your competitors’ sites are keyword optimized for4. What people are searching for

Four great keyword tools:5. http://seokeywordanalysis.com/ 6. http://www.googlerankings.com/ultimate_seo_tool.php 7. http://tools.seobook.com/general/keyword-density/ 8. http://textalyser.net/

On-Page vs. Off-Page• On-Page SEO focuses on how you can

improve the content, structure and navigability of your own site

• Off-Page SEO focuses on, well, pretty much everything else, including– DNS (Domain name services)– Social media– Inbound links– Press releases– PPC

http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

HTML 101

<HTML> This is the outside paired HTML element that declares that what’s inside is HTML <HEAD> Content inside the HEAD element describes the whole page <META NAME=“KEYWORDS” CONTENT=“keyword 1,keyword 2,etc”> <META NAME=“DESCRIPTION” CONTENT=“Description of website for SEO”> <TITLE>The descriptive name of the page goes here</TITLE> </HEAD> Paired elements (including TITLE) are “closed off” with a leading forward slash <BODY> All the content displayed on the actual web page appears inside the BODY

elements <H1>The largest header tag for really big type</H1> <P>Body copy appears inside the P element. Click on image below.</P> <A HREF=“http://hyperlink.com/”><IMG SRC=“pic.gif” ALT=“Desc”></A> <H2>Slightly smaller header type</H2> <P>Headers are really important for SEO.</P> </BODY></HTML>

• Right click on a webpage and click on View source to see how a web page is designed…

On-Page SEO Checklist• Always start with keyword selection, research and testing• Meta Description tag• ALT tags• H1 tags• URL structure• Internal linking strategy• Content• Keyword density• Site maps, both XML and user facing• Usability and accessibility• Track target keywords• Expect results in 6-12 months

4http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

SEARCH MARKETING: PAIDWeek 2

PPC, PPM, CPL, HUH?• PPC = Pay-Per-Click

– Only pay for clicks– CPC = Cost-Per-Click– PPA = Pay-Per-Action (e.g., when item is sold)– CPA = Cost-Per-Action– CPL = Cost-Per-Lead

• PPM = Pay-Per-Mille (1,000 impressions)– Avoids click fraud– CPM = Cost-Per-Mille

PPC 101• PPC is not just about Google AdWords

– Bing (Microsoft) Ads– Facebook PPC– Yahoo! Network– Chitika

• Not just text ads in SERPs– YouTube– Blogger– Google Maps– Google News– Google Managed Placements (Ad Network)

How to Get Started in PPC

1. Create an AdWords account2. Pick your audience3. Choose your keywords that trigger the ad4. Identify your call to action5. Build your landing page6. Build your ad7. Test your ad8. Deploy your ad9. Measure your success

Ad Rank: Who’s #1

• Some factors influencing Quality Score are:– The relevance of your landing page to the keyword– The relevance of your ad to the keyword– The performance of your landing page – a slow-

loading website will get a lower QS– Your Click-Through-Rate (CTR)– Historical performance of your campaigns

Google AdWords Accounts

• Keywords are bound to a group of ads• This group of ads is part of a campaign• The campaign will be part of your account

The Top 7 Social Media Marketing Trends Dominating 2014/2015

1. Social Media is Up. With 92% of business owners indicating that social media is important to their business in 2014, many are re-allocate budgets away from traditional methods of advertising towards social media and other inbound marketing strategies

2. Google+ is Down. With Google announcing earlier this year that social signals are not part of their ranking algorithm and the recent decision to remove Authorship photos from the search results, it’s not surprising that some marketers are confused about how Google+ is different or better than Facebook or Twitter.

3. Images are Up. Pinterest, Instagram and Twitter images are increasingly popular.

4. Videos are Up. Vine, Instagram video usage is up, but penetration is still low: only 28% of brands use Instagram and 7% of brands use Vine.

5. Foursquare is Down. Location-aware apps are ever-popular, but Fousquare’s recent efforts to split its app has led to confusion and a decline in usage.

6. Myspace isn’t Dead Yet. Myspace got a new look last year, but has been slow to reach any kind of critical mass. But with ambiguity around Google+, there could be opportunity to grow.

7. LinkedIn is Up. Way Up. It’s not the only home for B2B marketing anymore, but recent efforts to drive more views and engagement seem to be paying off.

http://onforb.es/1ACfEUD

A LITTLE MORE ON RESEARCH

Week 2

Search & Influencer Research Tools

• By topic on Twitter: https://followerwonk.com/bio• By topic or location on Twitter: http://www.twellow.com/• By influence: http://klout.com/ • On Google+: http://socialstatistics.com/• On blogs: http://technorati.com/• On blogs via Google: http://www.google.com/blogsearch?hl=en • Online: http://addictomatic.com/• By topic on blogs: http://alltop.com/• By retweets and mentions on Twitter: http://mentionmapp.com/ • By topic online: http://socialmention.com/ • Via Google News: https://news.google.com/nwshp?hl=en&tab=wn• In scholarly articles: http://scholar.google.com/schhp?hl=en • Via top trending topics: http://www.google.com/trends/

Discovery Tools and Tips: Twitter

• Twellow• WeFollow• Klout• Twitter Search• Twitalyzer• TweetLevel (Owned by Edelman)• Mentionmapp• Tweetreach

Discovery Tools and Tips: Blogs

• Alltop• Blogpulse• IceRocket• Touchgraph• Technorati• Google Blog Search

Discovery Tools and Tips: Other

• Boardreader• Facebook Search• MailChimp Social Pro• Rapportive (Gmail)• YourOpenBook

Search

Search

Search