1. Online and Social Media Marketing Intro
Christine da Silva
Founder & Online Marketing Strategist
Copyright @ AlterSage Consultants CC 2008

2. AlterSage Online Strategies
seo
eMail ppc
online
PR website social
ORM affiliate
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

3. AlterSage Online Strategies
SEO
Keywords xml Sitemaps
Copy
Meta data
Links
Google
Articles SERPs Title
Longer to see results, but results are sustained
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

4. AlterSage Online Strategies
PPC
Keywords Adsense
Ad text
Usability
Bidding
Google
Landing pages Split testing
SERPs
Results are immediate, and budget related
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

5. AlterSage Online Strategies
Social
Media FB Business Page
Facebook flyers
Facebook insights
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

6. AlterSage Online Strategies
Social
FB Business Page
Media
Facebook flyers
Facebook insights
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

7. AlterSage Online Strategies
Social Facebook flyers
Media & Insights
FaceBook insights
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

8. AlterSage Online Strategies
ORM
Quick Start:
Google Alerts:
www.google.com/alerts
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

9. Prior to Campaign - Most Important
Defining Target Demographic to Tracking Goals
1. Research Industry
2. Define the Audience
3. Track with Analytics
4. Blog followers (where relevant)
5. Scrutinize Conversions
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

10. Combining eMarketing Strategies & Multi-Channel
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

11. Determining ROI
CONTENT MEDIA
EXPERTISE
ROI through Measurable Results
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

12. Case Studies
IT
TRAVEL
PriceCheck.co.za (2 month campaign)
Go2Africa.com (2 year campaign)
Required
Required
Improving the visibility, brand awareness, traffic and
2 year campaign to grow primary site and take over its
conversion as a newcomer in a competitive
online competition and have exposure on at least Top
environment.
20 on Google for all destination content; increase
Boost the content as well as structure to rank well for
bookings that the company may be purely online self-
the identified key-phrases and to outrank their
sufficient
competitors on the search engines.
Solution
Improve Usability
Search Marketing: SEO & PPC Campaign
Solution
Build optimised destination content around the tour
Search Marketing: Once-off SEO; Usability &
packages
Conversion Consulting
Build subsidiary /mini sites for those destinations/
Optimise site and structure and build additional content
hotels that prove very popular / competitive
based on the user queries
Link Popularity
Increase Link Popularity
Split enquiries and bookings to 2 different forms
Online PR Campaign
Achievements
Achievements
Grew primary site from 12 000 to over 25 000 pages –
Rewrote and optimised all top level categories and
all indexed in Google
provided generic, dynamic titles, meta data and copy
Reached Top 20 for all destinations – with over 90 % in
to use with lower level pages
top 10 on Google.
Improved visibility on Google for competitive key-
Created and developed 12 subsidiary sites – all top 10
phrases and product queries
for their specific key-phrases (+-30 key-phrases each)
Link Building & Directory Management
Link Building & Directory Management
Improved page indexing by over 150 000 pages
Revised internal navigation, usability and links
Revised internal navigation, usability and links
Spiced up search process
Increased traffic by 130% within two months
Shortened enquiry process
Increased conversions (leads) by 200% within two
Increased traffic from 245 visitors per day to close to
months
8000 per day
Increased online bookings by over 500%
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008

13. Take-aways
pproach
vide s a targeted a
1. Online pro
industry
niche for every
2. There is a
be unique
3. Each ca mpaign has to
sult oriented
4. Cam paigns are re
asurable
5. ROI is me
Thank you!
Christine da Silva
& Carla Fourie
Online & Social Media Marketing Intro
Copyright @ AlterSage Consultants CC 2008