The webinar covered the 7 pillars of digital marketing including content, design, SEO, digital media, CRM, social media, and mobile. It discussed strategies and tools for each pillar, provided case studies, and took questions at the end. The presenter was Arman Rousta, CEO of Blueliner, a digital marketing agency based in New York.

1. 7 Pillars of Digital Academy
TM
SEO + Social Media + Online Advertising
Webinar Presented by:
Arman Rousta Feb 3, 2011
Digital Strategist & CEO of Blueliner 2:00 – 3:00pm EST

2. Webinar Agenda
7 Pillars Framework
TM
Interaction between SEO,
Social + Online Media
Budget & Time Management
Useful Tools & Tech
Common Pitfalls
Questions & Answers
Appendix
Case Studies
7 Pillars Webinars

3. Interactive Marketing Clients
Blueliner is a reputable digital marketing agency based in New York, with
presence in Asia, Latin America and Europe. We have built successful
social, mobile and search campaigns for hundreds of clients, including:
California Closets (Lifestyle) Medical Hair Restoration (Medical)
Completely Bare (Beauty) Manhattan Orthopaedic Care (Medical)
IZOD Men’s Fragrance (Beauty) Russia Today (Media)
Bogner (Fashion) SogoTrade (Finance)
Allied Home Mortgage (Real Estate) Icebreaker (Fashion)
New York Video School (Education) Lufthansa (Travel)
401kid (Finance) Chaa Creek Resort (Travel)
CMS Forex (Finance) Celect.org (Social Media)
Guardian Water & Power (Energy) Bid on the City (Real Estate)
Morningside Translations (Translations) Red Clay Media (Marketing)

4. The 7 Pillars of Digital Marketing
pillar 1. Content (Copy, Video, Photography, Audio)
pillar 2. design UX (Branding, Web Development)
pillar 3. SEO (Organic Search, Organic CSE, Onsite Search)
pillar 4. digital Media (Paid Search, CPM, Affiliate, Retargeting)
pillar 5. CRM (Customer Service, Email Marketing, Web Analytics)
pillar 6. Social media (SMM, Online PR, Networks, Blogs, Games)
pillar 7. Mobile

5. SEM Examples and Statistics
• 93% of all Internet traffic is generated from search engines
• Top 10 organic positions receive 78% more traffic than those in positions 11-30
• 97% of them never look beyond the top three results
• 76.7% of Google users use the natural search links (organic, unpaid listings)
*Source: Forrester Research, 2006

6. Case: Medifast Prospect on Google
- The integration of SEO, PPC, Social Media
Searches Per Month = 460,389

7. Use Case: Medifast Prospect on Google
- P5. Social Media Searches Per Month = 460,389
Social Media + PR Collaboration
-X-

8. Use Case: Medifast Prospect on Google
- The impact of SEO (Pillar 2) Searches Per Month = 460,389
#
1
#2
#3
SEO is required to achieve top organic search results.
-X-

9. Use Case: Medifast Prospect on Google
- The impact of PPC (Pillar 3)
Paid Search compliments SEO
& Social with quicker and
predictable results.
-X-

10. Use Case: Medifast Prospect on Google
- Revenue Opportunity Searches Per Month = 460,389
Revenue Opportunity for Medifast =
$250,000 + (click for details)
-X-

11. Use Case: Medifast Prospect on Google
- Potential ROI
This analysis is for one keyword phrase, which presents several different marketing
opportunities.
Monthly Statistics on "Diabetes Diet" search phrase
# Searches # Clicks # Leads # Sales Revenue/Mo
460,389 13,812 1,381 345 $17,265
Revenue Assumptions Projected Long-Term Revenues
Click-Through Rate 3% Annual Revenue $86,323
Clicks-to-Leads: 10% Lifetime Revenue $431,615
Leads-to-Sales: 25%
Clicks-to-Sales: 3%
Projected Costs
Avg. Initial Order $50
Avg. Reorders/Yr: 5 Cost/Mo: $13,812
Avg. Reorders/Life: 25 Cost/Lead: $10
Cost Per Click: $1 Cost/Sale: $40
Return to 7 Pillars Assessment

12. SEO Methodology (Keyword Selection)
• 5-Tier Keyword (KW) Priority System
• Search Volume
• Competitiveness – Layering and Latency
• Relevancy
• Maintenance of good positions
• Pay Per Click conversion data
• Long-Tail opportunities
• Geo-Targeting opportunities
• Honing in on Top 25-50 Keywords
• Setup SEO Rankings for Top 50-100 KWs

13. SEO Methodology (On-Page Strategy)
• Technical site check-up and modifications
• Infusing Meta Data with Top 25-50 Keywords
across 1st level (key) website pages
• Utilizing Next 25-50 Keywords in Meta Data
and content across 2nd level website pages
• Page footer development
• Location specific pages (geo-targeting)
• Quarterly refresh of Meta Data

14. SEO Methodology (Off-Page Strategy)
• Link Building
• Free Links (# and quality of links achieved)
• Paid Links (# and quality of links achieved)
• Other Off-Page Strategies Include
• Social Media
• PR (Interactive and Traditional)
• Web Design & Development

15. SEO – Advanced Options
 Deeper Competitive Analysis
 More Competitors (beyond standard 3, Deeper
source information (Organic vs. Paid traffic)
 Deeper SEO Rankings on other KWs (long tail)
 Expansion of SEO Services
 Cover more keywords and web pages
 Deeper local search geo-targeting
 Expand link building budget
 Optimize blog entries
 Deeper Web Analytics Reporting
 Increase reporting frequency (monthly vs. weekly)
 User behavior and multivariate analytics
 Enable keyword and SE source data reporting

16. P2. SEO: Budgeting & Expectations
Blueliner offers levels of SEO service, which impact the # of keywords and traffic targeted.

17. SEO + Other Pillars (Analytics, Social)
Some Pillars work together, almost inseparably. They are all connected to one another.

18. SEO + Social Media
Content Distribution via Search & Social
• Podcast & Blog Marketing – Identify 1,000+ web properties, including
blogs, for distribution. Linking content to various social networks and other
relevant blogs.
• Link Building – Guiding a link building strategy, that correlates closely
with existing PR/IR tactics, with the goal of acquiring links from high
PageRank sites, containing the targeted anchor text.
• RSS/Feed Content Distribution - building the database.
• CGM/UGC (User Generated Content) – discussion boards, chat rooms,
ezines, etc. and reputation management.
• Social Media Tagging – Bookmarking and talkbacks such as digg,
stumbleupon and technorati.

19. SEO + Other Pillars (Web Design)
When designing a website, SEO considerations come up throughout the process.
• SEO Strategy – Identify and prioritize 50+ relevant, high-volume
keywords; rearchitect website(s) and marketing messaging around
these keywords.
• Web 2.0 Website Revamp (Specs) – Fusing technical, marketing
and creative strategy to implement an SEO and visually appealing
website user interface.
• Site Architecture – XML Sitemaps, PageRank distribution, and
overall website layouts, that are user-friendly and search engine
friendly.
• Blog Design & Development – Regular blog positing of dynamic
content on the site.

20. Search Engine Rankings
• MONTHLY ANALYSIS ON
THE PORTFOLIO OF TOP
KEYWORD TARGETS
EXPLAINS TRAFFIC
FLUCTATIONS.
• SEO STRATEGY IS RE-
CALIBRATED MONTHLY
UPON REVIEW OF SE
POSITIONS, TO ALIGN
WITH OPPORTUNITIES
AND CLIENT GOALS.

21. SEO Results – case 1
THE PROOF IS IN THE (SEARCH) PUDDING
Blueliner has optimized websites for hundreds of clients in various
industries and achieved TOP RESULTS in the major search engines.
See SERP below.
“Mortgage lists”
6,000 searches per month!
1st page of Google, 3rd listing

22. SEO Results – case 2
ANOTHER CLIENT BENEFITS FROM TOP SEARCH ENGINE RANKINGS
No matter if it’s B2B or B2C, the 7 Pillars methodology works to
achieve top ORGANIC positions for relevant keywords in the major
search engines. See SERP below.
“Laser hair removal new york”
15,000 searches per month!
1st page of Google, 4th listing

23. SEO Tools We Like
Why We Like It Cost
Simple way to see what Basic: Free
KWs competitors are
bidding on + SEO rankings. Premium: $139/mo+
Good competitive Basic: Free
intelligence tool. Excellent
interface and search data. Premium: $199/mo+
The top competitive Volume-based
intelligence tool; but most
expensive too. $500/mo+
Identify and solve basic site Free
technical issues.
Comprehensive overview of Basic: Free
SEO performance.
Premium: N/A
Oldest and most thorough $199/yr+ for license
SEO Rankings tool.

24. Sample Web Visibility SEO Audit

25. Smartsite Analysis Results
• Blueliner did Smartsite analysis on oilsandsquest.com,
comparing it on key visibility metrics to competitors:
(1-10 scale)
Higher is In general, the older the More is better.
More is better. Top More is better.
Lower is better. better. 5 is domain name is, the More is better. Top The more content
sites have The more content
Blueliner's Proprietary Smart Site Ratings Overall rank of good, more favorable a sites have hundreds
hundreds of
pages, the better
pages, the better
all websites. anything website tends to rank of inbound links. for search
inbound links. for search engines.
below is with search engines. engines.
undesirable.
Pages
Indexed in Pages Indexed
Sites Alexa Score PageRank Age of Domain Links in Google Links in Yahoo Google in Yahoo
12 years and 5
Competitor 1
www.suncor.com 446,821 6 months 46,200 97,200 728 3,220,000
Competitor 2 www.encana.com. 629,431 no info 7 years 0 months 39,500 91,900 2,410 2,210,000
Competitor 3 www.nexeninc.com 530,292 6 8 years 7 months 8,930 579 9,140 351,000
Competitor 4 www.marathon.com 305,135 6 12 years 5 months 11,300,000 9,400,000 3,580 217,000,000
Your Website www.oilsandsquest.com 3,475,398 4 3 years 4 months 4,510 251 355 6,950
Observations:
• PageRank is below average.
•Alexa ranking can be improved, and is expected to be under
1 million within the term of one service contract with
Blueliner (6-months).

26. Preliminary Smartsite Analysis Results

27. Smartsite Analysis Results

28. P3. Online Advertising / Digital Media
• PPC (Pay per Click)
• Google Adwords
• BING/Yahoo
• Facebook
• Soon to be Everywhere
• CPA (Affiliate Marketing / Performance)
• CPM (Ad Networks)
• Better for Branding
• Increased use of Video

29. P3. Online Advertising / Digital Media
Many publishers are available via multiple
channels, with varying prices/features
Ad Networks Major Publishers
Types of
Digital
Media
Exchanges & Aggregators
Data Providers

30. P3. Online Adveritising: Targeting
Attitudinal Data
Household Demos
Interests
Clickstream Data
Activities Entertainment
Sports Career
Hobbies
Staging Models
Social & Real World Models
Credit &
Market Data Analysis Financial
Geography to Conversion
One CPA
Efficient market segmentation, recognition of niche markets,
budget delegation and weighing all media spends

31. Online Advertising: Targeting Users
ACTIVE BACHELOR SINGLE DAD EXECUTIVE RETIRED
Client X Patient DNA snapshot <Gerald Smith>
• <39 Year-Old>/<Single>/<Male>/<lives alone>/<Orlando, FL>
• <IT Programmer>/<earning $65,000/yr>
• Referred By:<a friend>, <John Templeton>, who found Client X
through <PPC/Google/Keyword=“hair loss restoration florida”>
• Interests:<Golf, Dating, Travel>/DNA Segments:<Active, Bachelor>
• Satisfaction Rating:<4/5>/Refers:<4 Leads/0 Sales>/Email:<5/10>

32. P3+6. Online (Mobile) Advertising
SMS, Display, Search still dominate spending

33. ALL: Measure and use the tools
33

34. P5. Social Media
How to tap into the 1 billion+ user social networks?
Tactics
 Viral, Buzz, Word-of-Mouth Marketing
 Link Building
 Reputation Management
 Social Book marking and “socializing”
 Blog Marketing
 Application Development: Widgets, Wiki, Blogs,
Forums, Polls, etc.

35. P5. Social Media
Industry sites, blogs
and discussion boards
Micro-blogging
service Twitter
Biggest social
network Facebook
Photo sharing
network Flickr
Video sharing
website YouTube

36. P5. Social Media: Case Study
What we like about it:
• Intelligent Facebook /FBO Integration
• A social network built on top of a
social framework (Facebook)
• User engagement (reviews)

37. P6. Social Mobile Strategy
• Nearly 10% of website traffic is now coming from mobile;
we expect that to be over 20% within two years.
• The canvas is smaller; KISS principle
• Test your mobile site on all popular devices and browsers
• Mobile Apps vs. (Mobile) “M Sites”

38. Retail Subscription Price: $99/Year
** Exclusive Webinar Promo Code: DBLUE9 for FREE Year 1 –
Visit http://www.onguria.com to subscribe.

39. Questions &
Answers

40. The 7 Pillars of Digital Strategy
Pillar 1. Web Design (UX, IA, Branding)
Pillar 2. Search Engine Optimization
SEM
Pillar 3. Online Advertising (PPC, CPM, CPA)
Pillar 4. CRM (Relationship, Email Marketing)
Pillar 5. Social Media
Pillar 6. Mobile
Pillar 7. Web Analytics

41. Thank you for your participation! For questions
or comments about this presentation, contact:
Arman Rousta
Chief Executive Officer
arman@bluelinerNY.com
212.904.1240 office
55 Broad Street, 17th Floor
New York, NY 10004
www.bluelinerny.com