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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

PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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Page 1: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 2: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 3: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

Google 2011: 10 Things You Need To Know

Page 4: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

In Google We Trust

Page 5: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 6: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

In 2011, local online advertising is forecast to grow nearly 18 percent to $16.1 billion

#PAII via @MikeDMerrill

Page 7: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 8: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 9: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

3. Third Party Directories & Publishers Impacted

Only  the  Top  Directories  will  Remain  on  Page  1  

Page 10: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

4. Fully Built Out Place Page Critical

Page 11: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

5. All Customer Reviews in One Snapshot

Page 12: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 13: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

7. Google Boost – Premium Place Listing

Page 14: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

8. HotPot

•  Personalized  recommendaHon  engine  

•  Allows  Google  to  acquire  more  reviews  on  places  

•  UI  aimed  at  average  users  

Page 15: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

9. Marissa Mayer Now Heads Location

•  Leading  Exec  lead  Search  for  11  Years  

•  Move  Signals  Importance  of  Local  and  Mobile  Search  

Page 16: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 17: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

The Value of Content Marketing

Page 18: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 19: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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!

Page 20: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

More Content in More Places Gets You More Customers!

#PAII via @MikeDMerrill

Page 21: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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.

Page 22: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

$

Page 23: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 24: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 25: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

Social Media Measurement & ROI

Page 26: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

I Know I Saw My ROI Around Here Somewhere

Page 27: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

The Equation

ROI= (Gain from Investment – Cost of Investment)

Cost of Investment

•  Cause  or  Correlation  

 

Profit

Investment

Page 28: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 29: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 30: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 31: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

Define Your Success Metrics Adapted  from  Olivier  Blanchard  at    

h\p://thebrandbuilder.wordpress.com  

Page 32: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

Case Study - Large 4 YR University in OK

Increase in Web Visits

Increase in Twitter followers

Increase in Revenue

Page 33: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

Look for correlation by overlaying social media metrics with financial metrics over the same time period

#PAII via @MikeDMerrill

Page 34: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 35: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 36: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

In  order  to  measure  ROI  of  marketing  investments,  you  need  to  know  Lifetime  Customer  Value  

#PAII via @MikeDMerrill

Page 37: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 38: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 39: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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%

Page 40: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

10 Basic Ways To Improve SEO of Blogging"

Page 41: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 42: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

2. Ensure Target Keyword is In Headline

Earlier in the Headline the Better!

Page 43: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

3. Include Keyword 2-3 Times in 1st Paragraph

Page 44: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

4. Include Keyword 2-3 times in Remaining Text

Target Keyword Density is less than 5.5% of all Words!

Page 45: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

5. Add a Hyperlink in Every Post to an Existing Post

Also include a Hyperlink in first Paragraph!

Page 46: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

6. Rename Image Details to Target Keyword

File name is keyword as well!

Page 47: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

7. Ideal Length is 300+ Words per Post

•  Makes  it  easier  to  idenHfy  keywords  

•  Need  enough  copy  for  Google  to  assess  context  

Page 48: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

8. Use Alt-Text Keywords in Every Hyperlink

Take the Time to Include Alt-Text with Keyword!

Page 49: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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.  

Page 50: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

10. Use Keyword and Relevant Tags

Tags should include target keywords and related terms in body!

Page 51: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 52: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

What you Need to Know about Group Deals

Page 53: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 54: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

Typical Deal

Activates at minimum quantity

Customizable offer details Highly

compelling offer

Shared with friends

Drives significant new sales

Emailed to millions

Page 55: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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

Page 56: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 57: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 58: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

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  

Page 59: PAII Presentation on Google, Content Marketing, Social Media ROI, and Groupon

Let’s  Connect  and  Follow  Each  Other  

@MikeDMerrill    @ReachCast  

http://www.mikemerrill.com  

http://www.mikemerrill.com/linkedin  

http://www.facebook.com/ReachCast  

[email protected]