Presentation by Matt Forman from Traffika for the Digital Futures seminar hosted by Innovation Centre Sunshine Coast. Covers driving and converting traffic, including SEO, SEM, Local Search, Performance Marketing, Social Media, Facebook, Twitter and conversion optimisation.

1. DRIVING ANDCONVERTING TRAFFIC

2. Goals for today• Internet marketing – why should you care?• Understand Google‟s 3 search engines and how to usethem• How to use the web for big business branding on a smallbusiness budget• Learn about using Social Media for business• Best practice for converting clicks into customers• In Practice: develop an online marketing plan

3. About Me Matt Forman (@mattforman) • Founder & Managing Director @traffika • Oversee digital strategies & campaigns from clients including property, banking, publishing, retail and education. • Previously CEO at one of Australia‟s fastest growing niche social networks • 12 years digital marketing experience including senior online leadership positions at The Perfume Connection and FuelWatch • Google Qualified Adwords Individual

4. Media consumption has changed

5. Internet has taken over from TV? 20 15Hours / Week 10 16.1 12.9 5 8.8 3.7 2.8 0 Online TV Radio Mobile Newspapers *Source: Nielsen Online Internet and Technology Report March 2009

6. Ad $ keep flowing online

7. Subscription TV, 2.2% Media Share Outdoor, 3.2% Cinema, 0.7% Magazines, 5.4% Newspapers Free TV Radio, 7.2% Online Newspapers, 30.3% Radio Online, 11.9% Magazines Outdoor Subscription TV Cinema Free TV, 24.0%201510 16.1 12.9 5 8.8 3.7 2.8 0

8. Big businesses have fallen asleep at the wheel

9. Spending big BUT not where the audience is•Opportunity knocks for nimble SME‟s

10. Fishing where the fish are

11. Where we spend our time Top 5 Australian Websites Audience Share Google, 2.2% Google ninemsn, 2.4% Australia, 8.7% Google Australia Windows Live Mail, 2.8% Facebook Windows Live Mail ninemsn Facebook, 5.6% Google *Source: Hitwise Top Websites report 13/07/09

12. What are we looking for *Source: Hitwise Top Search Terms report 13/07/09

13. • Organic (SEO) • Banners• Paid (SEM) • Rich Media• Local (Maps) • Video Search Display Social Performance• Facebook • Pay-per-action• Twitter • Low risk• Blogs • Email / Display

14. Organic – Free Traffic72% ofsearchersuse organicresults •Fresh, unique & quality content •Back links are like votes from other websites

15. Paid – Google AdwordsJust 95charactersto tell yourstory •Instant traffic – pay per click •100% control of keywords & landing pages

16. Local – Maps & Local BusinessTop 10results onpage 1.20% of allsearch has alocal intent

18. GUS – Blended SearchNews Text SponsoredVideoMaps

19. Performance MediaPay only when your marketing objective has been achieved CPC • Cost per click CPL • Cost per lead CPA • Cost per acquisition CPS • Cost per sale CPW • Cost per whatever!

20. major publishers / onlineaffiliate networks ad networks

21. Premiumplacements– only payfor the actionHigh reachand frequencywithout thehigh price

22. Social Media

23. What is Social Media Marketing“The act of using social influencers, social mediaplatforms and online communities formarketing, publication relations and customerservice…”Wikipedia Social Media Marketing definition

24. Search Engines & Social Networks • Search Engines are not the only sites capable of driving large volumes of traffic anymore • Same rules apply – CONTENT IS STILL KING • Well optimised content distributed through social networks turbo charges your SEOImages from Flickr & used under Creative Commons license: http://www.flickr.com/photos/andrewhuth/803693899 & http://www.flickr.com/photos/diyanakamaruza/3279036914

26. Social Platforms We‟ll Cover Over 5.3 million adult Over 750,000 Australian members* Australian members***Source: Facebook Advertising13/07/09 **Source: Nielsen Netview, May 2009

27. 3 “Es” of Social Media Educate Engage Entertain

28. Facebook•More than 250 million activeusers•More than 100 million userslog on to Facebook at leastonce each day•The fastest growingdemographic is those 35years and older•More than 4 billion minutesare spent on Facebook eachday•More than 6 million usersbecome fans of Pages eachday

29. Would be the world‟s 4th largest country

32. QLD – The Social StateSource: kristi-barrow.com and Facebook Advertising, Estimates taken on 19th of December 2008

34. Twitter•More than 25 million users•More than 2 million„tweets‟per day•55% Twitter users female /45% male

37. Twitter bandwagon gains momentum Source: Nielsen Netview, March 2009

38. The most successfulTwitter campaignsuse 1, 2 or all 3 of thethree E‟s

39. Elements of a Successful Social Media Campaign Understanding of your Knowing what to The right strategy audience measure Properly resourced: Content, content, content The right tools people & budget

40. Blogging / SMO / RSS • Regular quality articles • Giving away value creates value • RSS syndication of content to Twitter, Facebook + 12 other social platforms • Regular social bookmarking with Digg, Delicious & Stumbleupon

41. SEO Boost 19 of top 20 Google results

42. Converting More

43. Bridging the Gap • Landing pages are the bridge between your ad and a conversion • The first impression a potential customer has of your business – MAKE IT COUNT. • Starts (and potentially ends) the sales process

44. Smarter Marketing• Smartest marketing investment you can make• Dramatically increase your sales without spending a singlecent more on advertising

45. Only 2 Things MatterWIIFM HDIGI• What’s In It For Me? • How Do I Get It?

46. Part Art – Part Science • Page layout • Design • Copy • Calls to action • Forms • Navigation • Tools to measure - A/B Split & Multivariate experiments

47. Before Optimisation

48. After Optimisation • Articulates value proposition • Creates sense of urgency • Builds credibility and trust • Keeps everything above the fold (no scrolling) • Made it VERY clear what to do next • Multiple points of conversion

49. In Practice

50. Take Aways1. The audience has shifted online – how can you take advantage?2. Search is the foundation of any long term internet marketing effort – get optimised for organic, paid, local and GUS3. Consider performance media for both direct response and cost effective branding4. Social Media isn‟t a fad for teenagers. Get involved. Start contributing to the conversations. Ask questions. Add value. Don‟t forget the 3 Es.5. Getting the traffic is only 50% of the equation. Create landing pages that make it easy for clicks to convert into customers.

51. Connect With Us facebook.traffika.com.au twitter.traffika.com.au www.traffika.com.au

52. More Info• Tweet stream #DigitalFutures (search.twitter.com)• Video available from facebook.traffika.com.au• Presentation available from slideshare.net/mattforman• Tweet me @ twitter.com/mattforman• Email me matt@traffika.com.au