10 Digital Marketing Essentials For Technologists

1. @johnbrunswick 10 DIGITAL MARKETING ESSENTIALS FOR TECHNOLOGISTS Learn How Become a be.er technologist by learning the basic aspects of digital marke:ng to enable be.er communica:on between LOBs.

2. @johnbrunswick 10 DIGITAL MARKETING ESSENTIALS FOR TECHNOLOGISTS Start Learning Now Become a be.er technologist by understanding Digital Marke:ng basics.

3. @johnbrunswick SOLUTION - DEVELOP SHARED UNDERSTANDING AROUND GOALS, MEASURES AND CAPABILIES MIND THE GAP PROBLEM - MARKETING & DEVELOPMENT GAP

4. @johnbrunswick WHY? Nobody comes to a gym to learn about the construc:on of the equipment. They have come with the goal of ﬁtness. Technology is the means to Digital Marke:ng ends. Being ﬂuent in the “ends” and their measures, enables superior results.

5. @johnbrunswick Automa:on + Qualiﬁca:on Marke:ng Evolu:on Conversions Web Publishing History Loyalty “SEO” Social Segmenta:on + Experimenta:on Why Measurement BRIDGING THE GAP - CRITICAL CONCEPTS

6. @johnbrunswick SQUISHY! WE MUST OVERCOME OUR FEARS THAT marketing is SO... [ T  

7. @johnbrunswick MARKETING h O O O O O ;ART + SCIENCE “…something of a hybrid of Alchemist, Snake-‐oil Salesman and slightly-‐mad-‐ Crea:ve – with a predictable hint of wizardry David Hood "The Marke:ng Manifesto”, What the hell is a marketer?

8. @johnbrunswick Industrial revolu:on & specializa:on made marke:ng necessary…. DUE TO DISTANCE I have widgets I need widgets BUYERS AND SELLERS USED TO BE COLOCATED

9. @johnbrunswick “...Planning and executing the conception, pricing, promotion and distribution of ideas, goods and services ... that satisfy individual and organizational objectives MORETHAN ADVERTISING

10. @johnbrunswick HOW WE GOT HERE HOW DIGITAL FITS IN M

11. @johnbrunswick “Half the money I spend on adver:sing is wasted -‐ the trouble is I don't know which half John Wanamaker (we think)

12. @johnbrunswick MARKETINGMIX EVOLUTION h.ps://en.wikipedia.org/wiki/Marke:ng_mix h.p://extension.umd.edu/agmarke:ng/marke:ng-‐101/marke:ng-‐mix-‐4ps-‐and-‐4cs PRODUCT • What you will sell • Features, look, a.ributes • Differen:a:on • Customer wants and usage PRICE • Value of the product / service to the buyer PROMOTION • How and where will you reach your target customers • e.g. – Adver:sing, PR & Sales Promo:on PLACE • How products / service actually get into customer hands • Distribu:on Channels 4Ps CUSTOMER NEEDS • What solu:on is your product providing to the customer? COST TO CUSTOMER • What your customer is willing to pay • Total cost of ownership COMMUNICATION • Adver:sing, public rela:ons, personal selling, viral adver:sing, and any form of communica:on between the organiza:on and the consumer CONVENIENCE • Ease of buying the product, finding the product, finding informa:on about the product 4Cs WELCOME TO CUSTOMER CENTRICITY

13. @johnbrunswick MKTRESEARCH &ANALYSIS BEHAVIOR BASED Forrester Research's Consumer Technographics® PSYCHOGRAPHICS Lifestyle Personality Social Class Zipcode Psychographics DEMOGRAPHICS Gender Age Income Educa:on Loca:on Marital Status Culture IS BEHAVIOR ANALYSIS > THAN TRADITIONAL MEASURES?

14. @johnbrunswick WHAT’S A BRAND? See what your gut told you? This is what marketing enables with fundamentally similar products or services. Images via inautomobile.com

15. @johnbrunswick Marketing TV Radio Merchandisi ng Packaging Trade Shows Telephone Sponsorship Billboard Catalogue Brochure Magazine Newspaper Film Digital Marketing Web Search PPC Email SMS Streaming Video Images Streaming Audio Social Community DIGITAL MARKETING EVOLUTION push / outbound pull / inbound Direct Mail

16. @johnbrunswick DORM ROOMS CRYSTAL BALL OF DIGITAL FUTURE? sans tv & sans radio photo courtesy amylovesyah / ﬂickr.com

17. @johnbrunswick “People Like Me” Inﬂuencer Our Brand is X Lecture Discussion Our Brand is X Your Brand is Y Consumer Driven Marke:ng OK OK “These markets are conversaEons” -‐ The Cluetrain Manifesto PAST PRESENT

18. @johnbrunswick “Of consumers don’t believe that companies tell truth in advertisements - Yankelowich h.p://www.futurelab.net/blogs/marke:ng-‐strategy-‐innova:on 76%

19. @johnbrunswick PRO TIP Digital Marke:ng isn’t actually about technology at all … Technology merely aﬀords you increasingly diverse and relevant ways to connect with people… -‐ Understanding Digital Marke:ng, 2nd Edi:on, Damian Ryan & Calvin Jones b

20. @johnbrunswick <HISTORY> OF WEB PUBLISHING 9…and why it is important in the context of Digital Marke:ng

21. @johnbrunswick •  Created and maintained by Technologists •  Inaccessible to business users •  Required FTP access / Unix knowledge WEBMASTERS

22. @johnbrunswick MY MOM CAN DO THAT NOW oh snap... content crea:on has been democra:zed!

23. @johnbrunswick CONVERSIONS r signup bounce PSSST... IF YOU TAKE AWAY ONE THING FROM THIS PRESENTATION – THIS IS THE ONE!

24. @johnbrunswick WEB SITES DON’T EXIST FOR PAGE VIEWS WEB SITES EXIST FOR CONVERSIONS! S

25. @johnbrunswick WELCOMETO INBOUNDMARKETING CONVERSION Partner Customer Prospect TRAFFIC THIS IS THE GOAL OF USER ENGAGEMENT

26. @johnbrunswick WHATISA CONVERSIONANYWAY? CONVERSION Purchase Sales Lead White Paper Download Webinar Signup Email list Signup Social Media Follower / Fan Repeat Visitor Social Echo Blog Comment Template Download

27. @johnbrunswick PRO TIP As technologists we need to provide the op:mal engine to CONVERT, focused on Conversion Rate OpEmizaEon (CRO) b

28. @johnbrunswick “Humans don’t want to be leads, they want relationships Dharmesh Shah, Chief Technology Officer & Co-Founder Hubspot http://www.youtube.com/watch?v=rA-8WuI1ZwY

29. @johnbrunswick AUTHENTICITY IS ESSENTIAL FOR REPEAT BUSINESS Intense focus on conversion can sacriﬁce repeat business. Be mindful of the relationship.

30. @johnbrunswick MEASUREMENT Q

31. @johnbrunswick NUMBERS & CHARTS & PAGE VIEWS OMG ANALYTICS ARE AWESOME!

32. @johnbrunswick MOVE PAST THE PAGE VIEW LOVE AFFAIR... THOSE ARE VANITY METRICS

33. @johnbrunswick I DID 37! AWESOME, RIGHT? Context is EVERYTHING. What’s the measure telling us against our goals?

34. @johnbrunswick •  “Data Puking” * •  Page Views •  Total Visitors •  Most Viewed Pages •  Conversions •  Analysis within Segments •  Loyalty •  etc… •  Excellent Measurement Model Reading @ Occam’s Razor by Avinash Kaushik h.p://www.kaushik.net/avinash/digital-‐marke:ng-‐and-‐measurement-‐model/ YAWN... LAME... NO CONTEXT WITH BUSINESS PERFORMANCE MEASURES ANALYTICS2.0 b BETTER

35. @johnbrunswick •  INCREASE the leads in pipeline by 20% •  CONVERT 10% of these leads •  AQUIRE > 30% of leads from organic SEO •  INCREASE repeat visits seeking addi:onal informa:on by 10% •  INCREASE conversion of Segment X by 10% “OUTCOMES OFVALUE” Action Measure What

36. @johnbrunswick 5MUSTKNOW ANALYTICSTERMS •  Conversion Rate •  % of visitors conver:ng – segment / campaign view is most helpful •  Micro Conversions •  Whitepaper download, webcast signup, etc •  Bounce Rate •  leave axer only viewing page landed on •  Abandonment Rate •  Leave within stage of a funnel / process •  Cost Per Conversion •  Cost of campaign / conversions resul:ng Bonus Hits are meaningless – never men:on them. Ever. Seriously.

37. @johnbrunswick ADVANCED ANALYTICS THINK ABOUT OUR NATURAL BEHAVIORS ACROSS CHANNELS

38. @johnbrunswick “U.S. consumers go online to research electronics, computers, books, music and movies before buying those items in bricks-and- mortar stores 83% h.p://www.pwc.com/en_us/us/retail-‐consumer/publica:ons/assets/pwc-‐ us-‐mul:channel-‐shopping-‐survey.pdf * this is known as “Showrooming”

39. @johnbrunswick 25% “U.S. consumers shop via at least four channels h.p://www.pwc.com/en_us/us/retail-‐consumer/publica:ons/assets/pwc-‐ us-‐mul:channel-‐shopping-‐survey.pdf

40. @johnbrunswick ANALYTICS JOURNEY read review site like fan page visit web site check product price purchase product hear about product from friend men:on brand read online discussions

41. @johnbrunswick THE SEO THING Is your site the proverbial “Billboard in the Dessert?”

42. @johnbrunswick SEO GETTING STARTED Don’t be so quick to reach for technology… Business Goal Qualified Traffic Approaches Research 1. What are your buyer personas? 2. What are their problems / needs? 3. What are they searching for?

43. @johnbrunswick PRO TIP SEO is Web 1.0, Inbound Marke:ng is Web 3.0. Inbound Market or bust! b

44. @johnbrunswick “ B2C Companies that blog generate 88% more leads per month than those who do not State of Inbound Marke:ng Lead Genera:on Report 2010 h.p://cdn2.hubspot.net/hub/53/docs/resellers/reports/state_of_inbound_marke:ng.pdf Tons of awesome, quality free e-‐ books from these guys – check them out!

45. @johnbrunswick Because Others Say So (not because you do) my-‐monkey.com GOOGLE IN A NUTSHELL monkey-‐news.com “Page Rank” is like one site vo:ng for another and passing along its reputa:on

46. @johnbrunswick “ON SITE” SEO vs “OFF SITE” <:tle> <heading> <internal links> <author> alt tags site naviga:on / vanity URLs body text link text geo / :me relevance site speed / sitemap.xml link a.ributes canonical / nofollow www.my-‐monkey.com •  Links •  Link Text •  Authority / “Page Rank” 25% 75% www.monkey-‐news.com

47. @johnbrunswick PRO TIP If someone could get top lis:ngs on Google for some $100 “SEO oﬀer” or by coding their page a certain way – Google’s business would end. There is no shortcut to high rankings. b If you believe this, I have a bridge to sell you ;-)

48. @johnbrunswick •  DescripEon Meta Tag •  Might be used as snippets for your pages, as descrip:on meta is visible in SERPs •  Meta Keywords •  Not used in ranking •  rel="author” – sort of ! •  Google only showing when contextually relevant now to the query •  Social / Authority •  Deﬁnitely used for rank as far back as 2010 COMMONSEO MYTHS

49. @johnbrunswick •  Search Engine Result Pages (SERPs) •  Fancy way of saying the results you see in Google / Bing, etc •  Organic Traffic / Natural Traffic •  Organic traffic has a 4x Click Through Rate (CTR) •  Paid Search (e.g. Adwords) •  Payment for a ad / banner to be visible on a 3rd party site •  Keywords •  Content editors should be conscious of “needs based” :tle and content crea:on •  Referral Traffic •  Site traffic based on links to your site from others 5CRITICALSEO TERMS

50. @johnbrunswick •  Cost Per Click (CPC) •  Price for click through on paid lis:ng •  Click Through Rate (CTR) •  Impressions / end user click through •  RetargeEng •  Ad shown on 3rd party site, tailored based on your prior browse history •  Response A_ribuEon •  Where the traffic came from •  Jump Page / Landing Page •  Specific pages visually op:mized to convert for specific campaigns 5KEYPAID SEARCHTERMS

51. @johnbrunswick IMPRESSIONS& CLICKTHROUGH h.p://www.youtube.com/watch?v=-‐wWB1PS8H7Q •  Pre Click-‐through •  Behavior analysis within SERPs •  Social Proof in SERPs •  G+ “shares” •  G+ followers •  Proﬁles of users •  SERP LisEng OpEmizaEon •  Analysis of where ranked •  Volume of views •  Click-‐through frequency •  Copy considera:ons in lis:ng – e.g. Meta Descrip:on

52. @johnbrunswick SEGMENTATION & EXPERIMENTTION ” o

53. @johnbrunswick “THE MORE LOCALIZED AND PERSONALIZED THE SOURCE OF INFORMATION, THE MORE LIKELY IT IS TO MOVE PEOPLE IN OUR DIRECTION” - Robert Cialdini POWER OF CONTEXTUAL RELEVANCY IS TRUMPED BY Harvard Business Review Reprint – “The Uses (and Abuses) of Influence” @ h.p://hbr.org/2013/07/the-‐uses-‐and-‐abuses-‐of-‐influence/ and influence of hotel guests to reuse towels Number of other guests who reused their towels Majority of people who stayed in this room reused their towels

54. @johnbrunswick •  Explicit – proﬁle •  Demographics – age, gender, income •  Product / services owned •  Implicit – behavioral •  Click stream •  Referrer (prior site) •  Geo targe:ng •  Social rela:onships •  Results •  Enhanced cross selling / upselling •  Be.er user experience* SEGMENTATION METHODS # b* Zogby Analy:cs 41% prefer ads targeted to their interests vs 16% prefer random ads. 28% prefer a mix of both. h.p://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf For YOU others like you

55. @johnbrunswick “…in a 20 month period which increased dona:on conversions by 49% and sign up conversions by 161% h.p://kylerush.net/blog/op:miza:on-‐at-‐the-‐obama-‐campaign-‐ab-‐tes:ng/ A/BTESTING A/B WHO WHAT?

56. @johnbrunswick EXPIREMENTS • Mul:ple pages with big changes • 2 or > versions of page • Quick to get results • Same page with small changes • Subtle Changes • Bu.ons, banners & copy • Results take :me A/B Tes:ng Mul:variate Tes:ng

57. @johnbrunswick The Importance of A/B Tes:ng: Dan Siroker at TNW Conference h.p://www.youtube.com/watch?v=yY-‐HBW5CNcg A/BTESTING SMARTS

58. @johnbrunswick •  Call to AcEon (CTA) •  Explicit sugges:on to user •  Above the Fold •  Shown without scrolling •  Landing Page •  Designed for speciﬁc audience •  Oxen :ed to campaign •  Microsite •  Narrowly focused site for speciﬁc audience 4MUSTKNOW LAYOUTTERMS

59. @johnbrunswick LOYALTY ;+ Genera:ng Addi:onal Revenue + Loyalty & Incen:ves Leveraging card Linked Oﬀers, Frequent Flyer, etc + Advocacy Behaviors Driving addi:onal customer acquisi:on

60. @johnbrunswick TOSCANINI’S •  Founded by Gus Rancatore in 1981 •  GQ named it one of the top 10 ice cream shops "you must visit" •  In Cambridge near MIT •  Focused on quality, customer service, and a sense of place •  Cater to diverse customer culture with geo-‐ targeted recipes ALWAYS INNOVATING - LET’S EXPLORE

61. @johnbrunswick SOCIAL ANALYSIS DRIVING LOYALTY

62. @johnbrunswick 2 KEY LOYALTY METRICS •  LifeEme Customer Value (LTV) •  Revenue over life:me of customer rela:onship •  Incremental Revenue •  Addi:onal revenue a.ributable to loyalty

63. @johnbrunswick SOCIAL ENGAGEMENT

64. @johnbrunswick SOCIAL PROOF Level of Trust Your FB Friend Adver:sement “Try our amazing French toast” BETTER BEST

65. @johnbrunswick Produces almost 2X the leads of trade shows, telemarke:ng, direct mail or PPC do Lead conversion 13% higher than tradi:onal leads 2X 13% SOCIALMEDIA h.p://www.slicktext.com/blog/2013/05/the-‐digital-‐marke:ng-‐trio-‐of-‐2013-‐infographic/ SOCIAL MEDIA INHERENTLY IMPARTS SOME CONTEXT IMPLICIT AFFINITY VIA SOCIAL PROOF

66. @johnbrunswick VALUABLE SOCIALSIGNALS • No longer “Op:onal” • Measure of Authority • Speed to Enter Engine Index • Inﬂuences SERP Experience • Onsite and Oﬀsite Conversa:ons • Nurture Brand Advocacy

67. @johnbrunswick ARE YOU ON G+? IF NOT... YOU SHOULD BE... As far back as 2010 Google uses Social Signals to impact search results* Google+ ubiquity & click-‐through impact Index availability * Ma. Cu.s -‐ h.p://www.youtube.com/watch?v=oƒwPC-‐5Ub4 h.p://searchengineland.com/what-‐social-‐signals-‐do-‐google-‐bing-‐really-‐count-‐55389

68. @johnbrunswick SOCIALCHANNEL CHARATERITICS Facebook •  B2C •  Granular Targeting Capabilities LinkedIn •  B2B •  2x Content Engagement •  Educated Pinterest •  B2C •  Female Audience •  All ages Twitter •  Urban •  Younger Google+ •  Little time on site •  Male •  Technical h.p://pewinternet.org/Reports/2013/Social-‐media-‐users/Social-‐Networking-‐Site-‐Users/Demo-‐portrait.aspx h.p://www.onlinemba.com/

69. @johnbrunswick • Social IS Conversa:on • Listen & Par:cipate • SMM Tools •  Google Alerts, Collec:ve Intellect, Radian6, SproutSocial, Hootsuite, etc PARTICIPATING INSOCIAL

70. @johnbrunswick “OMG I have like the easiest job ever. I just browse the web all day and post pictures… I guess they call our group social media or something. You should totally get this job. -‐ Two young adults overheard at Starbucks talking to friend as I was wri:ng this This isactuallypart ofInboundMarketing!

71. @johnbrunswick PRETTY FUNNY, RIGHT? WE MAY END UP WORKING FOR THEM What is your Klout score btw?

72. @johnbrunswick CREATIVESOCIAL ASSETSEO 2nd Largest Search Engine! THESE CHANNELS ALL ENABLE PEOPLE TO CONNECT WITH YOUR BRAND. GET CREATIVE & START USING THEM WHERE RELEVANT!

73. @johnbrunswick CONVERSATIONECOSYSTEM (CLUETRAINMANIFESTO) Monkey Owner Enthusiast Site Monkey Time Blog Inspired by Search and Social: The Deﬁni:ve Guide to Real-‐Time Content Marke:ng Highly Recommended -‐ h.p://www.amazon.com/Search-‐Social-‐Deﬁni:ve-‐Real-‐Time-‐Marke:ng/dp/111826438X

74. @johnbrunswick MARKETING AUTOMATION & LEAD QUALIFICATION [ O +

75. @johnbrunswick •  MarkeEng AutomaEon •  Scheduling, segmen:ng, tracking marke:ng campaigns •  MulE-‐touch MarkeEng •  Orchestra:ng coordinated marke:ng eﬀorts over a variety of channels •  Integrated MarkeEng •  Consistent iden:ty and message across channels •  Permission MarkeEng •  Opt-‐in & opt-‐out •  Open Rate •  Email / messages opened vs not 5KEYMARKETING AUTOMATIONTERMS Direct Mail Email Web

76. @johnbrunswick •  Lead Management •  Nurture, qualify and capture leads •  Intent to Buy / Stage •  Behavior / Geo based •  Display ads when well qualiﬁed •  Excellent Opportunity to Change Experience based on Stage •  Copy, Oﬀers, Bu.ons, CTA Text, etc RELATIONSHIP& CONVERSION ,PDF Download 10 Points Webinar Signup 20 Points Newsle.er Subscrip:on 5 Points [ 9

77. @johnbrunswick YOUR CHALLENGE x x o o

78. @johnbrunswick LOOK AT YOUR BRAND + CURRENT WEB / SOCIAL PRESCENCE & THINK ABOUT THE FOLLOWING...

79. @johnbrunswick WHAT KPIS ARE YOU TRACKING ON YOUR SITE TODAY? ARE ANY MISSING THAT SHOULD BE TRACKED? WHAT IS ONE CHANGE YOU COULD MAKE TO INCREASE CONVERSION? S : G

80. @johnbrunswick create RELEVANT content measurement needs to be MEANINGFUL -‐ not vanity based CONVERSION is king SEGMENT for relevancy and higher conversion EXPERIMENT and reﬁne conversion approach CONVERSE in the right places SEO is OTHERS saying your important – not you LOYALTY pays KEY TAKEAWAYS

81. @johnbrunswick LET’S CONNECT @johnbrunswick www.johnbrunswick.com www.linkedin.com/in/johnbrunswick youtube.com/johnbrunswick proﬁles.google.com/johnbrunswick WWW

82. @johnbrunswick KEY RESOURCES$

83. @johnbrunswick Understand 2012 Online Marketing Trends to make your 2013 Digital Marketing more Effective http://www.youtube.com/watch?v=KIn-6iJuwYo Professor David Bell on Digital Marketing: Wharton Lifelong Learning Tour http://www.youtube.com/watch?v=m9zowHS79xM From Mad Men to Math Men http://www.youtube.com/watch?v=oH87MtZuBcY Glossary of Digital Marketing Terms http://www.scribd.com/doc/14571090/Glossary-of-Digital-Marketing-Terms Search and Social: The Definitive Guide to Real-Time Content Marketing http://www.amazon.com/Search-Social-Definitive-Real-Time-Marketing/dp/111826438X Optimizely Presentation http://www.youtube.com/watch?feature=player_embedded&v=yY-HBW5CNcg HELPFUL RESOURCES

84. @johnbrunswick The Short Answers To Every Matt Cutts Video http://www.theshortcutts.com/ With Collective Presentations http://www.theshortcutts.com/ Zogby Analytics - Interactive Survey of US Adults (April 2013) http://www.aboutads.info/resource/image/Poll/Zogby_DAA_Poll.pdf The Digital Marketing Trio - Social Media, Mobile Marketing, and Content Marketing http://www.slicktext.com/blog/2013/05/the-digital-marketing-trio-of-2013-infographic/ HELPFUL RESOURCES