Written by Fernando Maciá
Online Marketing: A Case Study
1. The Online Marketing Plan Javier Gosende javier@humanlevel.com Twitter: @javier_gosende Fernando Maciá fernando@humanlevel.com Twitter: @fernandomacia May 21, 2010 Fundesem Alicante
2. Hashtag of the conference: #fundenet
3. Program 1. Online Marketing Plan 2. Development of an effective Web 3. How to attract traffic 4. How to convert visitors into customers 5. How to build customer loyalty
4. Informed purchase decision through the web Source: 11th AIMC Macro-survey of Web Surfers – February 2009.
5. Advertising investment in online media in Spain (2009) Study on advertising investment in digital media IAB – PWC
6. Advertising investment in online media in Spain (2009) 2008 2009 Variation % Television 3,082.1 2,368.4 -23.16 Newspapers 1,507.9 1.174.1 -22.14 Internet 623.2 654.2 4.96 Radio 641.9 537.3 -16.3 Magazines 617.3 401.4 -34.89 Outdoor 518.3 401.4 -22.55 Sunday newspapers 103.9 68.9 -33.69 Cinema 21.0 15.4 -26.67 Total 7,115.6 5,621.1 -21.8 Study on advertising investment in digital media IAB – PWC
7. Online marketing mix Attract visits: Convert visits into customers -Banners -Usability -Email marketing -Pay per Click – Search Engine Optimization Convert customers into prescribers: Build customer loyalty: -Viral marketing -Email marketing -Social networks -Content syndication
How do we prepare our Web to compete in this new environment more… – Complex – Unpredictable – Fuzzy – Difficult to control?
9. Phases of our Online Marketing Plan 1) Definition of Objectives 2) Target definition 3) Market and competition analysis 4) Web Development 5) Web Analytics 6) Plan to attract traffic 7) Plan to convert traffic 8) Loyalty plan
10. Let’s take a case study Suppose we want to create a web project focused on an online toy store.
11. Definition of the target public: Who is and how does he/she search for our product?
12. How to
13. What Google Keyword Tool https://adwords.google.es/select/KeywordToolExternal
14. Search Patterns I want a Lego Ship toy A Lego StarWars A StarWars toy A space toy A space toy An assembly toy Darth Vader’s tiefighter in Lego
15. Search patterns Child needs a Child’s toy Toy for 7 year olds Toy for less than 50 euros Cheap toys A starwars lego A starwars thing that you put together.
16. Search Patterns Pattern Example By age Educational toys children 3 years old Educational toys babies By character Educational toys mickey What mouse Educational toys pocoyo By material Wooden educational toys By Brand Fisher Price Toys Name toy Lego Halcon Millenium Starwars
17. Web Development
18. Mistakes when building a Web – The Web is not an online version of the sales catalog – Focusing on the design and not on the architecture – Not analyzing the competition
19. High performance web design We need a “love triangle” Indexable (search engine friendly) Usable (user friendly) Sociable (integrated with social media)
20. Architecture The Web should be customer-centric, not product-centric.
21. Adapt the Web to the phrases with which our customers search for us Pattern By age By character By material By Brand Name Toy Name
22. What should a Web Home page be like? http://www.flickr.com/photos/horrabin/3838622513/
23. Home Page that does NOT convert
24. Home Page that DOES convert http://www.etoys.com/home/index.jsp
25. A website where a product can be found by several paths http://www.etoys.com/home/index.jsp
26. A website with a measurable internal search engine http://www.imaginarium.es/
27. Product Sheet page that does NOT convert
28. Product Sheet Page that DOES convert
29. Functionalities that help in the conversion: – Product Comparator – FAQ section – Product Customizer – Testimonials – Demonstration and educational videos – List of most popular products.
30. We are going to configure the Web to be measurable.
31. Choosing a Statistics Program Not having any web analytics system is equivalent to having a store and closing your eyes every time a customer walks in the door.
32. Avinash Kaushik’s 10/90 rule of web analytics … For every 10 euros invested in a web analytics tool, 90 euros should be invested in the staff dedicated to extracting value-added information from that tool …
33. Web Scorecard
34. K Key factors P performance I 34.
35. Let’s look for Customers on the Web Natural Positioning Pay per Click Campaign Email Marketing Blog Marketing Banners Social Networks
36. http://www.flickr.com/photos/st3f4n/3951143570/ Search Engine Optimization
37. Natural Search Engine Optimization
38. Positioning Search Engines Factors to take into account to position us
39. Adapt the Web to the phrases with which our customers search for us.
40. Architecture Broadens 1 web page for each different keyword.
41. Flexible Content Management System
42. Obstacles Indexability
43. Home page with links to different relevant internal pages
44. Create a site map containing links to all pages.
45. Lowering Web Page Weight Optimizing Image Weight Using Style Sheets Cleaning Code
46. Insert keywords in the hotspots where Search Engines are set
47. More Content in the Product Sheet
48. More Content in Product Groupings
49. User Reviews: Free content in the customer’s language
50. Relevant links to other related products
51. Create automatic content imported from other Web applications
52. New sections on the Web with lots of easy-to-create content Blogs Forums Wikis Frequently asked questions Glossary of terms Tips News
53. External links: the other 50% of search engine optimization Educational Toys Educational Toys Educational Toys Educational Toys Educational Toys Educational Toys Educational Toys Educational Toys Educational Toys
54. Sponsored Ads in Search Engines
55. Strategy: Sponsored Ad Campaign for the company’s most attractive product.
56. We analyze the search phrases
57. How is the competition doing?
58. We design ads that engage
59. We design Landing Pages that convert
60. Email Marketing Campaign Strategy: We will encourage repeat purchases by sending newsletters with offers and news Database: Own Message: Offers and product news KPI: Sales coming from this channel.
61. Offering Cariñitos to obtain user data.
62. Email marketing to highlight offers
63. Email marketing + Landing Page = ROI
64. Email tracking programs: Taking notes to make improvements
65. Blog Marketing Promotion http://www.flickr.com/photos/fotoposible/513174409/
66. A corporate blog to attract and retain customers
67. 78% of users believe in other people’s recommendations Nielsen Trust in Advertising Report 2007
68. Using opinion-leading blogs to spread our message.
69. Promotion through social networks
70. What is happening with social networks? http://www.youtube.com/watch?v=uitAUu7cVSw
71. What are social networks for? Visits Conversion Loyalty Feedback
72. Social networks are long-term conversations, not short-term campaigns http://www.flickr.com/photos/eye2eye/50892860/.
73. Do we have the resources to get into social networks? Content value + Community Manager
74. This is NOT a social media marketing plan … I will create a company profile in the most popular social networks.
75. This IS a social media marketing plan Create and publish educational videos about our toys for + Conversion teach customer uses Fan page where I will run a contest for customers to submit photos of their children + Traffic using our toys Create a customer service platform for the online toy store where all users can see the answers + Branding given to store users.
76. Social Media Marketing Plan Listen Participate Measure
77. How to promote ourselves in
78. Your customers can find you through the Youtube search engine.
79. The Educational Video is the one that works best http://www.youtube.com/watch?v=uvvcWuwb8nY&feature=related
80. How to promote ourselves in
81. Tools of – Fan Pages – Groups – FBML – Fanbox – Sponsored Ads – Applications – Facebook Connect
82. The syllogisms of the user of a facebook Fan Page Many Fans + Fans who speak well of you = Quality Company.
83. And how do we obtain Fans?
84. Suggest, Motivate, Convince them to follow you.
85. Inform in all your communications that you are 2.0.
86. Write fan-winning content on Links to value-added industry content Events Industry and company photos and videos Contests Answers to customer questions Value-added articles Company news and offers Company news Company news
87. Sponsored Ads on Facebook
88. How to promote ourselves in
89. Company profile on Twitter
90. Content that earns followers Links to value-added industry content Contests Jokes Answers to customer questions Retweets from other accounts Recommendations Company offers and news Company news Company news Company news Company news
91. Write content that gains followers or fans.
92. Write content that gains followers or fans.
93. Using Twitter to monitor our brand
94. Use of Twitter to hunt for potential customers http://search.twitter.com/
95. How to measure in Social Networks Size: No. of fans, followers, users Movement: No. of wall posts, No. of Retweets, incoming links Traffic: visits from social networks ROI: ¿?
96. Online Marketing Plan: the strategy to widen the conversion funnel.
97. Thank you! Javier Gosende javier@humanlevel.com @javier_gosende Fernando Maciá fernando@humanlevel.com @fernandomacia
