This presentation is a case study including a diagnostic of the Digital Marketing current implementation at Dupont de Neumours Personal Protections Europe. It also includes Opportunities and technical solutions to implement and monitor a Web 2.0 strategy in the future.

1. Web 2.0
Digital marketing management
Case study

2. Executive summary

3. Executive summary
Many companies that have implemented first generation Corporate Internet
portals are currently willing to use social media with the aim of acquiring
more recognition or visibility for their brands.
In this case study we are going to analyse how www.dpp-europe.com is seen
through the eyes of search engines then to find out significant enhancements
that a corporate Internet portal can implement thus using specific IT tools in
order to improve digital marketing. Finally we will try to have a better
understanding of hidden underlying processes that could be implemented.
The aim of this document was to get an understanding of how a company
like Dupont de Nemours could take advantages of the Web’s unique
features when creating value-added customer offers for business-to-business
customers.

4. Executive summary
Most corporate executives are convinced by now that the scale and pervasiveness
of today’s technological change require a fundamental review of business strategy.
Technologies through the Internet are creating opportunities to rethink business models,
processes and relationships of unprecedented levels with customers and prescribers.
e.g. On-line marketing activities of hospitals include components such as discussion groups,
research, communications with doctors and patients, newsletters, referrals, intranet, disease
management, health education, physician directory, recruiting, e-mail, and website.
Some are adding more creative functions such as interactivity between doctors and patients,
and sites that link physicians to clinical data repositories.
While all these are essential, 95.7% of marketers who report using on-line marketing strategies
have websites as their primary basis for marketing.
Interestingly, most chemical organisations use websites primarily for promotion and recruiting
purposes.
Even though there are many cost effective ways to incorporate some of these options, most
are rather expensive but they also point to the very essence of e-marketing in any business.

5. Diagnostic

6. Current situation diagnostic
In this first part we are going to quickly analyse from an external perspective
how search engines are referencing the corporate Internet site Dupont
personal protections: www.dpp-europe.com
1. Website saturation and popularity:
They show how much presence a website has on search engines through the number
of pages of the site that are indexed on each search engine (saturation) and how many
times the site is linked to by other sites (popularity).
Generally, the more Web presence you have, the
easier it is for people to find your site. It requires
your pages containing those keywords people are
looking for and ensure that they rank high enough
in search engine rankings.

7. Current situation diagnostic
Most search engines include some form of link popularity in their ranking algorithms.
The followings are major tools measuring various aspects of saturation and link
popularity: Link Popularity, Top 10 Google Analysis, and Marketleap's Link Popularity
and Search Engine Saturation.
Using a SEM tool we have obtained the following reference results for Dupont personal
protections site:

8. Current situation diagnostic
First point:
Google is ranked #1 in the world according to the three-month Alexa traffic rankings,
and the site has been online for more than fourteen years. The site's visitors view 11.1
unique pages each day on average.
As far as Google is the main search engine used in the world, it is surprising to see
such results concerning dpp-europe popularity that are also confirmed with a second
SEM tool.
The audience demographics
diagram for Google.com indicates
some major trends concerning
the users of this search engine.
Most of its users are between 35-
64 years which seems to be
clearly a good tarket for Dupont
Personal Protections.

9. Current situation diagnostic
Second point:
Bing.com is ranked #26 in the world according to the three-month Alexa traffic
rankings, and visitors to the site view an average of 4.3 unique pages per day.
Approximately 45% of visits to it consist of only one page view (i.e., are bounces). The
fraction of visits to Bing.com referred by search engines is approximately 7%.
Alexa estimates that 39% of the site's visitors are in the US, where it has attained a
traffic rank of 15.
The audience demographics diagram shows that most of Bing’s users are between 18-
34 years old and are querying from work which could be a tarket for Dupont Personal
Protections Europe if we can prove that the class 25-34 are dpp-europe buyers.

10. Current situation diagnostic
Audience demographics analysis for www.dpp-europe.com:
Statistics Summary for dpp-europe.com
There are 1,180,488 sites with a better three-month global Alexa traffic rank than Dpp-
europe.com. Roughly 60% of visits to the site consist of only one pageview (i.e., are
bounces), and approximately 38% of visits to the site are referred by search engines.
Dpp-europe.com has been online for at least seven years. The site's visitors view an
average of 2.5 unique pages per day.

11. Current situation diagnostic
Audience demographics analysis:

12. Current situation diagnostic
2. Keyword research and analysis for www.dpp-europe.com:
Tapping into the searching behaviours of your audience and figuring out which
keywords you need to focus on requires great tenacity.
Not to mention securing top rankings for your chosen keywords. Constant innovations
from the rival search engines, coupled with increased activity from your competitors,
means that you have to identify the right approaches and deploy the right resources to
rank well.
a. Make sure the site can be indexed in the search engines
b. Find the most relevant and popular key terms and phrases
for the site and its products
c. Use those key phrases on the site in a way that will generate
and convert traffic.
For instance the major keywords queries driving Traffic
to www.dpp-europe.com

13. Current situation diagnostic
2. Keyword research and analysis for www.dpp-europe.com:
The crawler module of a search engine uses server-side software known as a robot or
spider to compile an index containing every word on every page along with the page
address / URL.
Markup code such as formatting and scripting code is ignored, so the index is based
on the readable text only.
Word Count Density Word Count Density Word Count Density
The search engine weights its
index using a complex protection 11 5.37% arc 2 0.98% dupont
4 1.95%
personal
algorithm based on a variety pont 9 4.39% hazard 2 0.98%
of factors and then stores the dupont 8 3.90% high 2 0.98% personal
4 1.95%
protection
index as part of a database on reg 4 1.95% nomex 2 0.98%
a web server. trade fair 2 0.98%
trade 4 1.95% lightweight 2 0.98%
chemical
This index is what is searched personal 4 1.95% display 2 0.98%
protection
2 0.98%
when searchers type in chemical 3 1.46% europe 2 0.98%
protection
keywords. Keywords analysis fair 2 0.98% organic 2 0.98% 2 0.98%
europe
through the eyes of a spider
sseldorf 2 0.98% high 2 0.98%
search engine dupont
news 2 0.98% flame 2 0.98% personal 4 1.95%
protection
trademarks 2 0.98% tyvek 2 0.98%
products 2 0.98% kevlar 2 0.98%

14. Current situation diagnostic
2. Keyword research and analysis for www.dpp-europe.com:
Keywords research and trends with GoogleTrends®

15. Current situation diagnostic
3. Upstream and Backstream Sites:
You are probably aware about the risks of SEM. Since most search engine traffic
typically originates from one source (typically „The big G‟, aka Google) there is a
significant risk that algorithm changes can seriously dent your traffic.
We‟ve all heard the horror stories, about being top one day and nowhere the next, but
how do you ensure this doesn’t happen to you? On top of all that you also need to
manage the risks of pages not being included in the search engine, or of being barred
completely for infringing its guidelines.

16. Current situation diagnostic
4. Dpp.europe.com links:
Links between pages are at least as important as on-page optimization in determining
results from SEO.
We will review in this section the principle of PageRank, pioneered by Google to
assess the relevance of pages based on their link popularity.
PageRank has many implications for the way sites should be built and pages are
linked, so we need to be aware of links implication when it comes to SEO.
Although PageRank is today not given as much weighting in generating search
results, many of these principles can still be applied to give better results from SEO.

17. Current situation diagnostic
4. How Dpp.europe.com links with other Internet sites:
Google uses PageRank™ algorithm, to examine the entire link structure of the web
and determine which pages are most important. PageRank reflects Google’s view of
the importance of web pages by considering more than 500 Million variables and 2
billion terms.
Here are the Internet sites or portals linked to www.dpp-europe.com
Possible link creation in order to improve visibility

18. Current situation diagnostic
4. How Dpp.europe.com links with other thematic portals:
When searching for Personal Protection Equipment into TouchGraph we can
observe that www.dpp-europe is not directly linked to this area wich is also a source of
new opportunities.
www.dpp-europe.com
Possible link creation in order to improve visibility

19. Current situation diagnostic
4. How Dpp.europe.com links with Social Media:
Basically there is only two videos linked to www.dupont.com
www.dpp-europe.com
Possible link creation in order to improve visibility

20. conclusions
Concerning the corporate web site www.dpp-europe.com we have seen that it exists
some potential enhancements it term of SEM. Then depending on the corporate
strategy, considering a Web 2.0 approach could be a good opportunity to close the gap
of communication between the company and its clients.
We must also keep in mind that advertisers have found that they can no longer afford
to bid on the most highly searched words. More they are forced to expand their
campaign to include multiple search engines and tens of thousands of keywords.
Advertisers are also faced with the issue of lost clicks (the difference between what
they pay for and what their Web site actually receives), which are often the result of
click fraud.
Despite these obstacles, Digital Marketing and more particularly SEM can provide
better returns on investment than other marketing channels and should be a part of
any sophisticated advertising campaign.

21. Propositions

22. Propositions
The evolution of communications requires a new approach to reputation measurement
Social Media
Web 2.0 Government
Buzz
Podcasting
Operations Media Folksonomy Relations
Relations
Wireless
Grassroots Blogs
Promotions outreach
Tagging RSS
YouTube
Press
releases IR Wikipedia
Pitching Online outreach
reporters Search
Management Engines
and Strategy Third party
Finance
outreach
Public Affairs Metaverses
Flickr
Special Branding Viral
Events Content marketing
Employee
Optimization
Communications
MySpace Facebook
Syndication
Brand Advergaming Social
Networking
Management Consumer-
generated Content
Citizen
Journalism
Recruitment,
Retention
Customer Loyalty

23. Propositions
The premise is as fundamental as marketing itself: the more you know about your
customers what they're looking for, what they need, what they think of your company
and its products - the more effectively you can serve them.
Although companies have more information about their customers than ever, they find
it increasingly challenging to make effective use of all the information.
Determine how customers feel or perceive your brand using sentiment analysis
Gain a contextual understanding of what customers want and need
Recognize interactions with customers, regardless of the language spoken or
written
Identify hidden patterns and emerging trends in customer behaviour
Profile, segment and deliver relevant content across multiple channels

24. Potential opportunities
Implementation of a Web 2.0 Digital Marketing Strategy
Examine stakeholder and customer
behaviour within the digital space
Improve relationship marketing by
moving beyond individual channels
Engage with mobile, social
media and optimized web
coverage

25. Potential opportunities
Closed Loop Strategy:
Consumers are becoming more aware: e.g. According to a recent Forrester report in
the domain of health, "one in five consumers are using Social computing as the single
means of obtaining knowledge about their health conditions.”
Particle Marketing is the only way to fill the consumer communication gap, it is closed
loop where you end up with as many segments as individuals
Segmentation Building customer Integration Monitor
communities Pull Strategy, Videos
Web Site, blogs, chat
Accurately define target Chat rooms, Blogs, on specific protections,
frequenting
audience provide accurate and on scientific progresses,
reliable information, Viral campaign
Streaming Video

26. Potential opportunities
Search engine marketing (SEM) Plan enhancement:
This form of Internet marketing seeks to promote websites by increasing their visibility in
search engine result pages (SERPs).
The following are the steps to a successful SEM plan
1. Research and narrow your target audience.
2. Set your online goals and key performance indicators.
3. Check or re-build your list of important keywords that represent your current and most relevant
content and potential content.
4. Validate your keywords by testing and refining them with your keyword selector tools such as
Yahoo Keyword Selector, Google Keyword Selector, Google Trends and Keyword Discovery.
5. Check your current ranking.
6. Optimise the website by improving your web design, architecture and web page content.
7. Pursue link-building and partnerships.
8. Colonise the Web by publishing and circulating it in wiki, blogs, and video and picture sites(e.g.
Flickr and Youtube).
9. Get in the news such as Google News with RSS feeds.
10. Install good tracking software, and track and analyse your performance for better results.

27. Potential opportunities
Social Media Marketing (SMM):
With the emergence of Web 2.0, the internet provides a set of tools that allow people
to build social and business connections, share information and collaborate on projects
online.
This form of marketing is driven by word-of-mouth, meaning it results in earned media
rather than paid media.
Social media marketing programs usually centre on efforts to create content that
attracts attention and encourages readers to share it with their social networks.
A corporate message spreads from user to user and presumably resonates
because it appears to come from a trusted, third-party source, as opposed to the
brand or company itself.

28. Potential opportunities
Social Media Optimisation (SMO):
SMO benefits organizations and individuals by providing an additional channel for
customer support, a means to gain customer and competitive insight, recruitment and
retention of new customers/business partners, and a method of managing reputation
online.
Key factors that ensure its success are its relevance to the customer, the value it
provides them with and the strength of the foundation on which it is built.
A strong foundation serves as a platform in which the organization can centralize its
information and direct customers on its recent developments via other social media
channels, such as article and press release publications.
Oftentimes, corporate social media platforms are used to offer unique incentives to
customers who are willing to engage (e.g. "like" a Facebook page).

29. Potential solutions

30. Potential solutions
1. SMO: Social Media Optimisation solutions:
Several companies are now providing specialized tools and platform for social media
marketing. Tools can be used for a variety of different things such as:
Social Media Monitoring
1. Social Aggregation
2. Social Book Marking and Tagging
3. Social Analytics and Reporting
4. Automation
5. Social Media
6. Blog Marketing
7. Validation
Some popular tools include:
1. Sysomos - Social media monitoring and analytics provider
2. Hubspot - Inbound social media market
3. Klout - [Monitoring and analytics]
4. Twtbuck- [Social network advertising]

31. Potential solutions
2. SEO: Search Engine Optimisation:
SEO is something unique to the Internet environment, 47% of Web users said that the
most common way they find products or information is through search engines.
The top 10 results to a search query get 78% more traffic than subsequent listings,
many firms use SEO to be sure their site is high on the list.
1. Register with the top and niche search engines for their industry. Although search engine
robots are constantly looking for new Web pages, registration accelerates the process.
2. Use key words that describe their sites in hidden HTML tags located by search engines
(Meta tags).
3. Craft the text and titles on their pages to reflect these topic areas, including different
spellings of key words that users might type into the search engine.
Many search engines charge a slotting fee for top positions, 13% said they pay for
the links or clicks-through
To stay high on the listing of search results, SEO strategies change almost daily.

32. Potential solutions
2. SEO: Search Engine Optimisation:
Method Percent
Changing meta-tags 61%
Changing page titles 44%
Reciprocal linking 32%
Purchasing multiple domain names 28%
Multiple home pages (doorways) 21%
Hiding keywords in background 18%
Paid links/ pay per click 13%
None of the above 13%

33. Potential solutions
3. Link Building Tools
Link building is one of the most important and most time consuming aspects of search
engine optimization. There are a few free tools which will help you check your current
links and help build your linking campaigns.
Most link building software programs create automated search queries which are
against the TOS for most major search engines.
Top Free Link Building Tools
1. Xenu Link Slueth - Free download checks your site for broken links and can help you
build a sitemap.
2. Linktree- Topical hub finder which allows you to compare the backlinks of multiple
competitors. Pages which are linking into many different competitor websites may be
a great place to acquire links from.
3. Prog- Tool searches Google and provides PageRank of each search result. Sorting
backlinks while viewing 100 results per page makes it easy to see who your
competitors most important links are and whether or not they are renting links.

34. Potential solutions
4. Back end tools (including Web analytic tools and HTML validators):
Web analytic tools can help you to understand what is happening to your website and
measure your website's success. They range from simple traffic counters to tools that
work with log files and to more sophisticated tools that are based on page tagging
(putting JavaScript or an image on a page to track actions). These tools can deliver
conversion-related information.
1. Log file analyzing tool: WebTrends by NetiQ
2. Tag-based analytic programs WebSideStory's Hitbox
3. Transaction-based tool: TeaLeaf RealiTea. Validators check the invisible parts of
websites, highlighting potential problems and many usability issues ensure your
website meets W3C code standards.

35. Potential solutions
5. Social Media:
Now that customers have unlimited options when it comes to how and where they
communicate with your brand, it is more important than ever to be able to understand
the meaning behind every data source, from your corporate website to external
sources like social media.
Customers are now in control of how they communicate with or about your business on
Twitter, Facebook, and YouTube; on mobile devices; and via email, activity on your
website, and conversations with your call centre.
.

36. Potential solutions
5. Global Digital Marketing plateform
Interwoven Autonomy

37. Potential solutions
6. Streaming Video
Streaming video allows computer users to begin viewing video clips stored on servers
without downloading the entire file. After a short period to initialize and buffer the file, it
begins to “stream,” or play, in real time.
Chemical companies could consider Streaming Video opportunity within three main
domains:
1. Scientific information on specific protections or molecules
2. Information on advantages and effects of specific protections
3. Hybrid meeting
Hybrid meetings are events that contain both live and virtual components combined.
They are also great opportunities and are one of the hottest trends in meeting planning.
Live Webcasts using streaming video of the conference would allow event sponsors and
hosting organizations to widen their meeting exposure to include those who follow the
conference online

38. Where to start

39. audience
1. Who are you targeting?
Which social media sites do they spend time on?
How do they participate, if at all?
2. Considerations
Behaviours
Preferences
Methods of publishing or sharing

40. objectives
What are your goals ?
Connect with customers
Gain customer insight
Educate
Build though leadership
Gain more coverage
Promote product or services
Augment SEO program

41. strategy
What is your strategy ?
Content:
Mix of research results and user generated content
Interaction:
Consumers expect it,
Key Opinion Leader or your experts can provide answers to
customers or visitors’ questions
Sharing:
Must be easy and user friendly

42. tactics
What will be your tactics ?
What technology wil you implement?
Blog(s)
Social Network
Wiki
Forums
Reviews
Microblogging
Video, podcast
Virtual worlds

43. Measurement
What will you measure and report ?
Social Media is less about ROI and more about influence
What metrics are the best indications of success according to
your audience, objectives, strategy and tactics?
It is all about the data, behavioural data, transaction data and
social data
.

44. Definitions slides

45. SeM - seo
Introduction of Search Engine Marketing
Search Engine Marketing, (SEM), is a form of Internet marketing that seeks to promote
websites by increasing their visibility in search engine result pages (SERPs) through
the use of paid placement, contextual advertising, and paid inclusion.
Introduction of Search Engine Optimisation
Search engine optimisation (SEO) "optimises" website content to achieve a higher
ranking in search results, for example, by incorporating specific keywords or links
associated with the website.
Depending on the context, SEM can be an umbrella term for various means of
marketing a website including SEO, or it may contrast with SEO, focusing on just paid
components.

46. Consumer’s decision making process
Effects of Web 2.0 on Consumer’s decision making process
Understanding the sources of customer value and the motives of consumers to use
these applications are the first steps to this direction.
Web 2.0 applications are becoming increasingly popular due to the advantages they
offer to users (transparency, referrals, contacts with other users, etc) and their effect on
customer power.
Interaction with peers triggers new customer needs and alter buying attitudes.
Customer preferences and decisions are increasingly based on inputs provided by
parties beyond the control of online marketers:
1. peer reviews,
2. referrals,
3. blogs, tagging,
4. social networks,
5. online forums,
6. user-generated content

47. Consumer’s decision making process
Effects of Web 2.0 on Consumer’s decision making process
As a result, the internet, and particularly the Web 2.0 as a new marketplace component,
further complicates the time-honoured ‘textbook’ buying behaviour process described in the
Inputs, Processing, Response model
where the elements A and B represent the traditional influencers of the consumer behaviour:
these are the conventional marketing influences (A) and the uncontrollable personal
influencers (B).
Notes:
A and B: Factors affecting the
buying decision-making process in
traditional shopping environments.
A, B and C: Factors affecting the
buying decision-making process in
an internet (Web 1.0)-mediated
environment.
A, B, C and D: Factors affecting
the buying decision-making
process in an internet (Web 2.0)-
mediated environment