This document summarizes internet marketing strategies like email marketing, internet advertising, blog marketing, and social media marketing. It provides an example of how Jane Toral grew her email list to over 3,000 subscribers in one year to test interest in her upcoming e-commerce book. The document also reviews case studies of internet advertising on platforms like Google AdWords and social media campaigns on Facebook and YouTube. Specific examples analyze how Havaianas flip flop brand and Real Leaf green tea leveraged social sharing and user-generated content.

1. Internet
Marke*ng
101
Jane/e
Toral
h/p://www.e-­‐commercephilippines
h/p://www.blog4reviews.com

2. Internet
Marke*ng
• Marke*ng
of
products
and
services
over
the
Internet.
• For
this
presenta*on,
focus
on
examples
of:
– Email
marke*ng
– Internet
adver*sing
– Blog
marke*ng
– Social
media
marke*ng

3. Internet
Search
emerges
as
the
top
online
ac*vity.
Ac#vi#es
showing
significant
increase
at
95%
confidence
levels
Base:
Past
month
Internet
users
aged
10+
across
Na#onal
Urban
Philippines
Source:
Yahoo!-­‐Nielsen
Net
Index
2010

4. What
people
Search
for
on
the
Net
Base:
Past
month
Internet
users
aged
10+
across
Na#onal
Urban
Philippines
who
have
used
a
search
engine
in
the
past
month
Source:
Yahoo!-­‐Nielsen
Net
Index
2010

5. Social
media
is
changing
the
rules
of
engagement
Base:
Past
month
Internet
users
aged
10+
across
Na7onal
Urban
Philippines
Source:
Yahoo!-­‐Nielsen
Net
Index
2010
Do
you
know
what
people
say
about
you?

8. E-­‐mail
Marke*ng
• Type
• Tools
– Series
– Regular
email
(bcc
– Announcement
based
recipients)
– Newsle/er
– E-­‐mail
marke*ng
system
• GetResponse
• Premise
• Aweber
– Permission
given
or
• Constant
Contact
implied
• FlowTown
– Iden*ty
disclosure
– Unsubscribe
op*on

9. E-­‐Mail
Marke*ng
• DigitalFilipino.com
/
Jane/e
Toral
situa*on
– In
2003,
contempla*ng
whether
a
new
e-­‐
commerce
book
will
make
sense
in
the
market
– Test
the
market
by
offering
the
book
content
for
free
and
get
feedback.
– Test
how
much
of
the
market
will
be
interested
in
purchasing
the
book.

12. Results
• Launched
June
2,
2003
• Reached
1000
subscribers
in
one
month.
3000
by
year-­‐end
2003.
• Conversion
rate
to
paying
buyers
was
3%
• Content
revised
5x
prior
to
publishing.
• Book
published
by
McGraw-­‐Hill
Educa*on
Asia
– First
Filipino
author
published.
– Released
May
2004
(sold
out)
• Created
a
niche
database
– Organized
DigitalFilipino
E-­‐Commerce
Forum
in
2004
(Cebu
and
Manila).
• Won
CITEM
E-­‐Services
Best
e-­‐Learning
Product
Award
runner-­‐up
for
2004.

13. New
e-­‐mail
marke*ng
systems
like
Flowtown.com
has
also
integrated
social
media
component.

14. Internet
Adver*sing
• Pla_orms
– Google
AdWords
– Facebook
– Yahoo
Search
Marke*ng
– Friendster

15. Sponsored
ads
through
Google
Adwords

16. Sponsored
ads
through
Yahoo
Search
Marke*ng

19. Social
Media
101
• Content
created
by
regular
Internet
users
for
each
other
using
publicly
accessible
technologies.

20. Social
networking
101
• Tradi*onal
or
in-­‐person
ac*vi*es
done
online.

21. Types
of
Social
Media
sites
• Blogs
• Media
sharing
• Microblogs
– YouTube
– Twi/er
– Flickr
• Social
networks
• Social
bookmarking
/
– Facebook
vo*ng
– MySpace
– Digg
– Friendster
– Delicious
– LinkedIn
– StumbleUpon
– Plaxo
• Review
– Ning
• Forums
• Virtual
worlds

22. Winners
of
DigitalFilipino
Social
Networking
Awards
2010
On
its
2nd
year
already,
DigitalFilipino
Club
recognizes
best
campaigns
annually
using
social
network
/
social
media.

23. In
2009,
Havaianas
created
a
movement
calling
people
to
only
"wear
original"
Havaianas
flip-­‐flops
and
curb
the
prolifera*on
of
local
imita*ons
and
products
that
bastardized
the
brand.
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Media
Sharing
category)

24. The
campaign
also
leveraged
customers'
love
for
the
brand
and
more
importantly
-­‐
Filipinos'
obsession
with
sharing
photos
on-­‐line,
as
seen
by
the
numerous
posts
on
the
pledge
wall.
This
feature
became
the
primary
driver
of
site
traffic
as
visitors
shared
their
pictures
on
the
pledge
wall
on
their
social
network
pages.

25. Havaianas
Original:
Results
In
a
span
of
only
57
days,
we
were
able
to
get
54,000
visits
(44,000
unique
visitors)
to
the
site
and
3,700
photo
submissions
on
the
pledge
wall
with
virtually
no
ad
spend
on-­‐line
/
off-­‐line.
Site
traffic
was
generated
organically
by
employing
a
very
effec*ve
SEO
plan
and
integra*ng
viral
sharing
features
on
the
site.

26. In
the
end,
the
whole
campaign
was
a
success
as
the
value
of
wearing
original
Havaianas
flip-­‐flops
was
reinforced
by
real
people
and
true
Havaiana*cos,
which
truly
delivered
a
stronger
and
"purer"
message
than
any
other
media-­‐heavy
adver*sing
/
PR
campaign.

27. Brand
Background
Real
Leaf
green
tea
is
the
newest
ready-­‐to-­‐drink
(RTD)
tea
in
the
market
launched
mid-­‐2009.
Real
Leaf
is
brewed
from
100%
whole
green
tea
leaves,
naturally
packed
with
Theanine,
with
a
delicious
hint
of
fruit
and
honey.
The
Challenge
• Reinforce
strong
challenger
status
by
demonstra*ng
that
key
influencers
have
already
switched
into
the
brand
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Blog
category)

28. Key
Learnings
• Incen*vized
consumer
engagement
with
the
blogger
community
around
a
strong
concept
can
drive
rich
RESPONSE
and
online
brand
presence.
Big
Idea
Medium
“What’s
in
it
for
me?”
Real
Leaf
Paparazzi
Key
Blogs
&
iPod
Nanos,
cash
&
products
Blog
Networks
=
150+
product-­‐related
photos
400+
blog
posts
40+
related
search
results

29. 1st
place:
Mommy
Talks
by
Precious
Bahin*ng
h8p://www.mommytalks.net/2010/01/real-­‐leaf-­‐paparazzi.html

30. Search
Results
for:
“Real
Leaf”
Google
Top
10
results
Before:
1
video,
1
employee
post
Aner:
8
on
the
Top
10
search
results

31. Key
Metrics
Dashboard
KPI Target Achieved % of Target
Blog Posts 20 400+ +2,000%
Search Engine Results 10 40+ +390%
Search Engine Results 17 in Top 20
(Images)

32. What
is
a
blog
post
campaign?
• Get
bloggers
to
write
about
you
– Press
release
• Pros:
fast
dissemina*on
• Cons:
copy-­‐paste;
no
pick-­‐up
– Meet
blogger
(group
or
one-­‐on-­‐one)
• Pros:
gerng
to
know
personally
• Cons:
pick-­‐up
(messaging
/
value
challenge),
cost
– Paid
post
• Pros:
flexible
on
budget;
message-­‐focused,
support
SEO
efforts
• Cons:
search
engine
pick-­‐up,
reader
pick-­‐up
• Placement
done
through
PR,
blog
network,
or
direct.

33. Designing
a
blog
post
campaign
• Objec*ve
• Keywords
• Type
of
write-­‐up
– Word
or
Phrase
desired
– url
or
link
– Buzz
• Photos
– Website
review
– News
release
• Video
• Messaging
tone
• Amplify
– Posi*ve
– Twi/er
– Nega*ve
– Facebook
– Neutral
– Foursquare

36. Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Micro
Blog
category)

37. Results
• P409,320
dona*on
• 15,000
+
tweets
• 3
weeks
• As
of
November,
Globe
has
provided
relief
packages
to
17,000
families
in
Marikina,
Rizal,
Mun*nlupa,
Laguna,
and
Pangasinan.
It
has
donated
Php3
million
to
various
founda*ons
for
the
vic*ms
of
the
floods.

38. Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Social
Network
category)

39. Results
• 50
high
profile
celebri*es
contributed
content
• In
less
than
a
month
aner
its
launch,
US
$15,000
was
donated
to
Red
Cross.

40. Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Social
Network
category)

42. Results
• Lola
Techie
– Over
100,000
Facebook
fans
in
just
4
months.
– 4500
followers
on
Mul*ply.
– 3000
followers
on
Twi/er.
– 1884
followers
on
Plurk
and
500
fans
• Bayan
– Increased
sales
inquiries
by
700%!
– DSL
sales
grew
by
about
50%
during
the
period
when
the
commercial
started
airing
and
the
campaign
definitely
contributed
to
the
posi*ve
overall
business
performance
in
2009.

43. Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Media
Vo*ng
category)
BACKGROUND
Apl de Ap + MTV Asia + PH DOT
were in search for the next unsigned
PINOY ARTIST

45. RESULTS
>> over 1,000 entries in less than 2 week seed; 4,000%
ROI
>> Quantity: Over 84 posts in 3 days
>> Quality: vs.
CLIENT
SPENDING
a. all linked URL
b. all had branding
c. call to action to vote
d. Twits made use of hash
e. niched to music, youth, lifestyle
f. 30% of blogs 1st & 2nd pages of Y! & Google

46. Slurpee
/
Grand
Chase
Purchase
a
22oz.
Slurpee
Grand
Chase-­‐themed
Flavor
Add
P2.00
and
get
1
of
9
Collectible
Item
Redemption
Cards
Find
the
Slurpee
/
7-­‐Eleven
NPC
within
Grand
Chase
and
enter
your
code
Get
these
awesome
In-­‐Game
items!
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Virtual
Worlds
/
Gaming
category)

47. Slurpee
Campaign
KPIs
• Opening
weekend
(Sept
25
–
27)
• 22%
sales
increase
of
Slurpee
vs
the
same
period
in
2008
– Regardless
of
‘BER’
months
/
Ondoy
• Total
Campaign
(Sept
25
–
Nov
6)
• 40%
sales
increase
of
Slurpee
versus
pre-­‐promo
period
• 70%
of
total
cards
given
away
• 45K
players
redeemed
– Redemption
still
ongoing

48. The
MARLBORO
Black
Lounge
An
online
member-­‐get-­‐
member
promo#on
which
aimed
to
grow
the
number
of
Marlboro
Adult
Smoker
Database
members,
while
at
the
same
*me
support
the
launch
of
the
brand’s
newest
variant
–
Marlboro
(Black)
Menthol.
*Promo
period:
Sept
1
–
Oct
5,
or
when
the
50
Black
Lounges
are
completed
–
whichever
comes
first.
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Virtual
Worlds
/
Gaming
category)

49. The Black Lounge Results
Number of Black Lounges
created 359
Number of Black Lounges
completed 114
Number of Participants 3,333
% of Newly Registered
Participants 67%
Number of Lounge
Members 2,974
• There was a 159% increase in online registrations (1st 10 days of another Marlboro online
promo 2008 vs. The Marlboro Black Lounge 2009).
• Total
number
of
newly
registered
par*cipants
in
the
given
*me
frame
(approx.
one
month)
indicated
very
posi*ve
results
especially
since
communica*on
materials
distributed
were
very
minimal
(no
print
ads,
no
merchandising
at
Key
accounts
POS,
no
hard
mailers,
no
key
account
promoter
ops,
no
online
banner
ads).
• 50
Black
Lounges
were
already
completed
by
Sept.
16,
two
and
a
half
weeks
aner
the
start
of
the
promo.
• 6/10
visits
to
the
site
during
this
period
have
resulted
in
new
member
registra*ons.

50. • Online
contest
open
to
all
sulit.com.ph
members
• Suli*zens
were
asked
to
create
their
own
Valen*ne’s
Day
postcard
for
their
loved
one
using
any
computer
sonware,
with
a
5.83
x
7.87
dimension
and
email
it
to
sulit.com.ph
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Forum
category)

51. • Entries
were
judged
according
to
its
artwork,
message,
originality
and
impact
• Contest
ran
for
almost
3
weeks
•
Forum
replies:
560
• No.
of
qualified
entries:
318

52. http://buddygancenia.com/blog/rates
- landing page for the link-building
campaign.
- All the necessary information about the
videographer, contact details, the
products and services, the rates and
sample videos are all in this page.
Winner
of
DigitalFilipino
Social
Networking
Awards
2010
(Search
Engine
Marke*ng
category)

54. KEYWORDS
GOOGLE
YAHOO
BING
Corporate
events
coverage
Philippines
1
1
1
Corporate
video
1
1
1
Philippines
Events
video
coverage
Philippines
1
1
1
Events
coverage
1
2
1
Philippines
Corporate
events
2
8
4
coverage
Video
coverage
5
1
2
Philippines
Events
video
2
10
9
coverage

55. RESULTS
It increased the inquiry about 3 times. Bookings also increased from
the time the campaign was launched.

56. Social
influencers
• People
who
have
influence
on
their
peers
heavily
influenced
by
the
quality
and
volume
of
content
they
share
online
to
their
peers.
– Referent
influencers
– Expert
influencers
– Posi*onal
influencers
(peers)
Source:
Social
Media
Marke*ng
for
Dummies
(Shiv
Singh)

57. Effec*veness
Web
2.0
• Search
• Talk
or
Write
• Share

58. h/p://developers.facebook.com/plugins

60. Twi/er
stream

67. Source:
Flowtown.com

68. Source:
Flowtown.com

69. Source:
Flowtown.com

70. Building
Tribes
• Tell
a
story
• Lead
a
movement
– Who
are
you
upserng?
– Who
are
you
leading?
– Challenge
the
status
quo
– Establish
a
culture.
• Connect
a
tribe
• Everyone
is
important.
– Who
are
you
connec*ng?
– Being
a
leader
gives
you
– Stage
1
to
5
charisma.
• Life
sucks
• Make
change
• My
life
sucks
• I’m
great
– Commit
• We’re
great
• Life
is
great

71. •
Bring
out
the
best
in
others.
•
Get
recognized.
•
Outperform.
•
Overcome
life's
challenges.
•
Enjoy
beeer
health.
•
Be
a
top
choice
(win
life's
popularity
contests:
job,
rela#onship,
friendship).
The
Likeability
Factor
by
Tim
Sanders

72. Building
Power
and
Influence
• Pick
a
niche
• Share
what
you
know
• Be
different
and
stand
out
• Forge
alliances
• Be
featured
• Appear
in
search
engine
results

73. The
Needs
• Rank
Higher
In
Google,
Yahoo,
Bing
• Find
interested
buyers
by
hirng
the
right
market
• Increase
conversion
rate
• Increase
brand
awareness
• Personalized
online
strategy
• Viral
Marke*ng
/
Crea*ng
a
buzz
• Control
what
people
see
online
about
you
• Engage
your
target
market
Managing
your
internet
image
-­‐ Will
people
search
for
you?
-­‐ Will
people
write
and
talk
about
you?
-­‐ Will
people
share
informa*on
about
you?
-­‐ Will
people
contact
you?
Source:
SearchProfileIndex.com
by
4thMediaCorp.com

74. Thank
you!
h/p://www.e-­‐commercephilippines.com
h/p://www.searchprofileindex.com