DIGITAL STRATEGY October 24th, 2011

WHO AM I AND WHY AM I HERE?   President and founder of

internet marketing firm   Self-taught expertise in web

design, SEO and social media   Passionate about internet

marketing   True believer in the power of

the internet   Feel very blessed for not

having to actually use the accounting knowledge I obtained in college

  Marketing is about karma

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DO I REALLY KNOW WHAT I TALK ABOUT?   The Fluff Answer

  Highlighted in major websites and magazines   Featured on launch of Detroit2020   Utilized by Wired Magazine for SEO and social media

expert   The Real Answer

  Grew prior company’s sales 400% in two years   Successfully launched start-up in recession   Salary was over $100k within first year of launch   Priced well higher than competition   Firm is always at maximum capacity and adding staff   Can outperform large companies like Microsoft and SAP   Marketing efforts are copied by large firms with huge

budgets and staffs

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AGENDA  Assessing Your Competitor’s Objectives and

Target Audience  Components of a Digital Review  Assessing Your Competitor’s Online Presence  Website Aesthetics and Content   Search Engine Optimization   Social Media Usage  Custom Reviews  Traffic and Sources of Traffic  Graders   “Who Is” Data

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WHAT ARE YOUR COMPETITOR’S OBJECTIVES ONLINE?   Increased branding   Increased exposure to industry influencers   Referral traffic to website   Search engine optimization   Increased event attendance and/or ROI   New leads, prospects or sales   Better interaction with existing clients   Awareness of internet chatter (+ and -)   Enhanced community involvement   Improved employee loyalty and retention   Reputation management   Locate partners or resellers or franchisees   Court investors and obtain funding

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WHAT AUDIENCE IS YOUR COMPETITOR TARGETING?  New prospects   Existing customers  Media   Bloggers   Prospective employees   Prospective franchisees   Local community   Industry influencers and thought leaders  Competitors   Existing or future partners   Potential investors

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A LARGE VARIETY OF WEB PROPERTIES ARE AVAILABLE   Search engines   Social networks   Blog communities  Microblogs and feeds  Groups and forums  News, bookmark, and tagging websites   Location and review websites  Documents, wikis, and presentations  Videos, podcasts, image websites

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START WITH THE WEBSITE O

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START WITH THE WEBSITE  Consider the esthetics, functionality and

content as if you were a regular visitor  Does it look 2011 or circa 1975?   Is information easy to locate?   Is it cross browser compatible?  Are there clear call to actions?   Is social media integrated and easily found?

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WHAT’S INSIDE? SEARCH PAGES WITHIN URL

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  Lots and lots of content

  Poor content structure for search engines

  Lack of unique meta date is confusing Google and produces poor results in Google

  Poor user experiences

DOES YOUR COMPETITOR HAVE ANY ON-PAGE SEO?

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Keyword Focus = Start a Business

DOES YOUR COMPETITOR HAVE ANY ON-PAGE SEO?

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Keyword Focus = Should be “Body Blends”

DOES YOUR COMPETITOR HAVE ANY OFF-PAGE SEO?   Optimize social media and community activities   Augment blogging to maximize reach and inbound

links   Manage directory submissions   Optimize social bookmarking   Obtain quality and targeted inbound links   Local search listing submissions and optimization   Press release copy, optimization, and distribution   Pursue and/or write guest article or blogging

opportunities

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COMPARE ONE COMPANY TO MULTIPLE WEBSITES

Company

Indexed Pages on Google

Inbound Links Per Google

URL References on Google

Monthly Traffic Per Compete

Amway 338,000 671 1,980,000 581,221

Shaklee 5,580 132 141,000 51,791

Avon 549,000 291 1,040,000 2,116,259

Scentsy 329 146 21,400 278,987

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IS THERE A MARKETING CHAMPION PRESENT?  Organizations need a champion  The champion is not necessarily the lead, it is

the main face of the organization the internet   Find the champion and you will find a lot out

about the competitor simply by watching the champion’s online activities

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ERP WordPress

DOES YOUR COMPETITOR USE USER-GENERATED CONTENT?   Blog posts – their posts or others  New apps and tools  Articles and white papers   Events – upcoming or past  Recommendations  Thank you’s and reviews   Promotions  Discounts or coupons  Videos or podcasts  Thoughts or comments

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JUST ASK GOOGLE GENERIC SEARCH FOR NAME

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JUST ASK GOOGLE SEARCH LINKS TO MAIN URL

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DON’T BE THAT GUY. SOCIAL MEDIA IS NOT FOR EVERYONE.

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DOES THE COMPETITOR USE SOCIAL MEDIA BEST PRACTICES?   Believes in social karma   Uses Friday Follow (#FF) Twitter and Twitter

hashtags properly   Tweets or shares own content less often than other

people’s content   Thanks people who RT’s content or post comments

that are positive   Doesn't automatically post between Twitter and

Facebook as it is both confusing   Utilizes a real company page (not profile) on

Facebook   Has a vanity URL on Facebook   Has a custom welcome page on Facebook   Has fans (yes you read that correctly)

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DOES THE COMPETITOR USE SOCIAL MEDIA BEST PRACTICES?   Likes links and shares content on Facebook   Likes related pages on Facebook   Utilizes a real company page (not profile) on

LinkedIn   Completes LinkedIn company profile by adding

services and products   Uses a company logo and avatars correctly   Posts events to Facebook and LinkedIn   Understand that four tweets per day is okay, but

four Facebook posts per day is not   Embrace competition on Twitter, Facebook, and

LinkedIn   Never send sales pitches through Twitter DMs,

LinkedIn email, and Facebook messages

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DOES THE COMPETITOR USE SOCIAL MEDIA BEST PRACTICES?   Encourage employees to use social media, but

empower them with instruction, best practices, and tools

 Never drops the f-bomb or uses profanity   Promptly takes responsibility of errors or

mistakes  Understands the power of an RSS feed  Gets digital is more than words and that

images and videos are great for generating buzz

 Has social links readily available on website   Includes social media links in email signatures

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COMPARE SOCIAL MEDIA ACTIVITY OF THE COMPANIES

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Company Facebook Fans

Twitter Followers

LinkedIn Followers

Klout Score

Amway 98,712 19,500 6,795 52

Shaklee 10,516 623 2,059 49

Avon 481,592 24,379 30,822 60

Scentsy 407,975 14,850 1,837 63

HIGH QUALITY FACEBOOK PAGE O

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Custom logo image

Custom welcome tab

Good use of Facebook apps

There are actual fans

List of page likes and customized view

Wall is updated and comments moderated

AN OKAY TWITTER PAGE O

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arketing Avatar (no egg) Full bio with hashtags and URL to website Good mix of following, followers, and listed by others Good use of Lists for to enhance search and Twitter karma Has strong and positive references and mentions

LINKEDIN COMPANY PAGE O

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DOES YOUR COMPETITOR HAVE SOME SOCIAL KLOUT?

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DON’T DISMISS REVIEWS O

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TRAFFIC SOURCES O

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GRADERS O

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“WHO IS” DATA O

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RESOURCES O

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 Google Search  Google Alerts  Complete.com  Klout.com   Peerindex   SpyFu.com  Grader.com   SEOmoz Toolbar  Who.is   e-dns.org

CONNECT WITH ME ONLINE

Linkedin.com/in/RebeccaGill

Facebook.com/RebeccaGill

Facebook.com/WebSavvyMarketing

Twitter: @WebSavvyMrkting

Google+: http://gplus.to/RebeccaGill

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