1. The 3 Prongs of Digital Marketing: Search, Social and Analytics Entrepreneurs’ Organization Global Leadership Conference

2. 5/6/2011 2 About Marcel Media Marcel Media is a full service, award-winning, interactive marketing agency specializing in Search Engine Marketing (SEM). We provide creative and customized marketing solutions such as Pay Per Click (PPC), Search Engine Optimization (SEO), Social Media, Interactive Facebook Applications, Conversion Optimization, Website Development and Web Analytics.@marcelmedia Facebook.com/marcelmediawww.marcelmedia.com/blog 3 3

3. About Kelly Cutler Kelly Cutler is the CEO of Marcel Media, a Chicago-based, interactive, marketing firm specializing in Search Engine Marketing. Kelly’s achievements include serving as the first woman president of the Chicago Entrepreneurs’ Organization, instructing at the University of Chicago and DePaul University, and speaking on industry topics across the country. And two kids. 5/6/2011 3 @kfcutler /in/kellycutler

4. The 3 Prongs of Digital Marketing 5/6/2011 4

5. Example of a Viral Product Video 5/6/2011 5

6. Please take 5 minutes to fill out the worksheet. Your answers can involve past, previous, of future online marketing initiatives. Please be prepared to share your answers with the group. A digital marketing campaign that is performing well or worked well in the past and why? A digital marketing campaign that has failed and why? A digital marketing campaign you are interested in implementing but have not executed yet and why?​ Exercise 5/6/2011 6

7. Search Marketing 5/6/2011 7

8. A Breakdown of SEO 5/6/2011 8

10. ALT Tags - Should be image specific keywords, filenames should be all lowercase, with hyphen delimiters

11. XML Site Map - Lays out the site architecture in an easy to process web document so all pages can be crawled and indexed by engines 7 Simple On Page SEO Tips 5/6/2011 9

13. Keyword portion should be less than 65 characters and positioned with page-specific keywords (head terms)

14. Navigation -This should be top-level, and text-based HTML (don’t use flash, don’t place in footer)

15. Start a blog and syndicate content across the web

16. Press Release Optimization 7 Simple On Page SEO Tips 5/6/2011 10

17. Benefits of Off Page SEO: Link Building What is a “link”? On page HTML element that allows the user to navigate to another page on the internet Why are links important? All links are important to SEO . The most important types of links for SEO are "backlinks“ or "inlinks". What are backlinks? Backlinksare from pages on an external site that link back to your site. 5/6/2011 11

19. Problem: A financial client approached us almost two years ago and asked us to come up with an online, viral marketing campaign to drive traffic to a new .com site. After researching we found that people wanted information about Mark-to-Market Accounting and The Ratings Debate. Off Page SEO: Link Building Case Study 5/6/2011 13

20. Solution: We created a viral blogging strategy. The core of the strategy revolved around creating a blog for each one of the viral topics. The goal was to foster an interactive, informal and conversationally driven environment for users to gather information on current trends, ask questions and get advice. We managed the submissions and syndication to social media sites, as well as a (SEO) link building campaign to help ensure the blog articles and websites show up on high on the SERPs. Case Study: Solution 5/6/2011 14

22. The blog sites are one of the top referrals of traffic to the .com

23. Year- over- year the blogs following grows, on average, 500-600%

24. Overall the viral campaign increased traffic to the blogs by 77%

25. 89% of those visits are reoccurring visitors to the siteCase Study: Results 5/6/2011 15

27. Website Grader – Rates the search engine friendliness of your website

28. Semrush - Tool for Google organic and AdWords competitors keywords research

29. Search Based Keyword Tool (SKTool for short) - Keyword tool & traffic estimator; type in words, phrases and websites

30. Xenu Link Sleuth- Free desktop program that spiders your website

31. Open Site Explorer – Backlink Analysis Tool

32. Web Seer - Allows you to compare two keyword suggestions against each other and will show where the queries overlapSearch Marketing Tool Kit 5/6/2011 16

33. Does Your Website Make the Grade? 5/6/2011 17 http://websitegrader.com

34. Social Media: A Guide to Getting It Right 5/6/2011 18

35. THE NEW DORK - Entrepreneur State of Mind (Jay-Z ft Alicia Keys Spoof) 5/6/2011 19

36. Small Business Social Media Stats 5/6/2011Source: Socialmediatoday.com 20

37. Benefits of Social Media 5/6/2011Source: Mashable.com 21

38. Getting Started with Social Media 5/6/2011 22 Creating a social media policy Creating a social media strategy What works: real world examples Tips to get started with social media Social monitoring tools

39. Considerations for a Social Media Policy Forbidden Content: Identify off-limit subjects and the process for handling those subjects Define the Rules of Engagement: Clearly communicate your organization’s comment policy 3. Trust: Employees should be trusted to communicate and develop relationships with customers 4. Training: Provide complete training about how to blog, and review legal issues with employees 5. Transparency: Full disclosure is imperative. Always call out commercial or personal connections. Require employees to identify their relationship with the company. 5/6/2011 23

40. Considerations for a Social Media Policy Avoid Legal Jargon: Write the policy in terms your employees can understand Define What Social Media Means to Your Business: Define exactly what sites/tools/etc fall under the ‘social media’ umbrella for the purposes of your policy Make Sure Employees Understand the Chain of Command: If different groups/departments should handle responses based on content then clearly spell that out Create Addendums for Stand Alone Sites: Your corporate blogging policy will differ from your Facebook policy 5/6/2011 24

41. Best Practices: Social Media Strategy Define a Distribution Strategy: Evaluate the main brand, sub brands and notable personalities that are “follow worthy” 2. Create a Life Support System: Make sure each account has a dedicated community manager that can respond quickly and effectively 3. Mission and Purpose: Know the audience you’re trying to reach and have a purpose for each account 4. Develop an Editorial Program: Evoke the new K.I.S.S. (Keep It Significant and Shareable) 5. Construct a Listening Framework: Monitor your brand as well as the distinct conversations related to each account 5/6/2011 25

42. Best Practices: Social Media Strategy Escalation & Workflow: Draft a clear flowchart that details the steps for a variety of “if this happens, then do this” situations Social Media Brand Style Guide: This documents primary function is to define the brand persona, characteristics, voice, and messaging Serve Customers and Prospects: Each channel needs a service function that aims to promote customer appreciation and loyalty Response Time: Timing is everything and in brevity there’s clarity Define Benchmarks: Monitor the performance of each account to improve its engagement and editorial strategy 5/6/2011 26

43. Social Media: How to Execute 5/6/2011 27

44. Emerson’s Seamless Execution 75% of business sourced from Facebook, Twitter and their blog. website traffic tripled Link to social profiles, links to all of their stylists’ social profiles, their blog feed, and a button to book an appointment online. After booking an appointment, a user can share their appointment with friends on Twitter or Facebook. Emerson Salon makes it a point to stay involved with the local community and build a place where customers can gather for just about anything. 5/6/2011Source: Mashable.com 28

46. Twtpoll – Allows you to create polls and surveys on Twitter

47. TweetChat- Allows you to isolate the conversation based on the hashtag and trending terms; great for TweetUps

48. Twitter Trends: Identify real-time trends on Twitter

49. STATS: 17% of US online consumers have created a Twitter account. IDEA: Create a Twitter account dedicated to customer service issues Twitter Tip Sheet 5/6/2011 29

52. Tie in with Zynga’sFarmVille and let players harvest sponsored in- game crops to earn virtual goods. Frito-Lay gave away a coupon for a free bag of chips to the first 24,000 consumers who “Liked” the Page and registered for the prize. (Source: Mashable.com)

53. Frito Lay’s Interactive Facebook Application 5/6/2011 32

54. Social Media Tool Kit Social Mention (free): Allows you to set up email alerts and real time mentions of your brand on social media Trackur(free – nominal fees): Trackur is a buzz monitoring tool that is ideal for small businesses and bloggers who are on a limited budget Klout(free): Determines the level of influence your brand has in the social media marketplace Cinch: This simple tool can record audio, either via the web or phone so you can share audio messages with your followers 5/6/2011 33

55. Social Media Tool Kit Continued PostRank– Tracks engagement and provides insight into what topics get the most engagement on a particular blog post HootSuite: Allows you to have multiple contributors to your social profiles without sharing passwords. Assign messages for follow-up and track responses, and monitor and post to multiple social networks TweetDeck: Customization options for columns, groups, saved searches and automatic updates. See what people are saying about you and tweet, sharing photos, videos or links directly from TweetDeck Ping.FM: Simple, free, web based app that allows you to post to multiple sites at once 5/6/2011 34

56. Web Analytics 5/6/2011 35

57. Some Tips from a Google Expert 5/6/2011 36

59. Track across multiple domains

60. Easy tagging for all online marketing (including email signatures)

61. Track eCommerce

62. Set defined goals

64. Google Analytics: The Dashboard 5/6/2011 38

66. Users accessing your regular website from their high-end mobile device

68. Visitor Behavior: Map Overlay 5/6/2011 41 Visualize volume (visits, pageviews) and quality (pageviews per visit, conversion rates, per visit value) metrics by geographic region.

69. Analyzing Traffic: Referring Sites 5/6/2011 42 Any website (blog, forum, affiliate, etc.) that sends visitors to your website will show up in this report.

70. Analyzing Traffic: Search Engines 5/6/2011 43 This graph shows overall trends while the table lists the search engines driving the trends

71. What Is Conversion rate optimization (CRO)? CRO is how a visitor interacts with your website. CRO is the science of persuading your site visitors to take actions that benefit your organization, or drive your ROI. Examples of CRO: online purchase online donation subscribes to a newsletter requests a quote Conversion Optimization 5/6/2011 44

72. Kelly Cutler kelly@marcelmedia.com LinkedIn.com/kellycutler Twitter.com/kfcutler CONFIDENTIAL. All material and information herein is not to be reproduced, disseminated, or used in any other way without express consent of Marcel Media. 45 5/6/2011