Online Strategy Discussion Primer

Online Strategy & Discussion Document Marcus Stuart Vannini

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Review of Key Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Review of Key Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Target Audiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategic Initiatives Objectives & Key Priorities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Strategic Initiative #1: e-Commerce & Subscription Growth / Services Launch and manage CMWL consumer store with interface to Meal Delivery service. Refine and increase subscription services. Strategic Initiative #2: Content and Functionalities Develop Web site CMS, content and functionalities that are rich, timely and meet the needs of our target audiences. Strategic Initiative #3: Infrastructure Development Develop the infrastructure necessary to implement, scale and maintain the defined strategy: staffing, policies, budget, etc. Strategic Initiative #4: Marketing and Promotion Promote and position the sites to the identified key target audiences. Strategic Initiative #5: Tracking and Evaluation Develop and implement a process and benchmarks to track, easily monitor and communicate the Internet strategy across management. I boiled down the project description documents into five major Strategic Online Initiatives for ease in discussion and tracking.

Three Buckets of Metrics Improved Relevance and Engagement, Tailored Connections with Users, New Revenue Potential, Are All Here External to Site Performance, Audience, Control, SEO Internal to Site Marketing Management Market Share & Rank

Common Tools for Each Bucket External to Site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Internal to Site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Market Share & Rank, Usage Across Sites and Advertisers Performance, Control, SEO, Profiling, Usability, Testing Marketing Management: SEM, Ad Networks, Ad & E-mail Mgmt, Click Fraud

How are Analytics Currently Used? Reporting and Tracking Drives Online Operational Improvements Leads Way to New Users and New Revenue Majority of Companies Has Become the New Goal Still Rare Today

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Web & Engagement Metrics Engagement is an estimate of the degree and depth of visitor interaction on the site against a clearly defined set of goals.

Quick-hits & Food for Thought ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Appendix I: Online Acquisition Marketing

Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Section A. Social Media Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SMO is a great way to drive convertible traffic and future-proof SEO investments eMarketer estimates by 2011 one-half of all Internet users will use social networking regularly. ,[object Object],[object Object]

Social Media Primer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Medical Weight Loss & Facebook – Open Territory

Surgical Weight Loss Community Site (UK)

Top Weight Loss & Health Social Networks

Top Weight Loss & Health Social Networks ,[object Object]

Physician Social Networks Are Proliferating

Additional MD Social Networks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Weight Loss Programs Gaining Traction on Twitter

TuDiabetes.com - “MySpace on Insulin” Awarded 2 nd place for Niche Social Network 2008 Web 2.0 Awards.

WebMD the B2C Juggernaut – Above the Fold Content

WebMD – Below the Fold Content

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],What does the future hold for widgets, gadgets and social apps in the online weight-loss community? Maslow’s Hierarchy of Needs Online Pyramid of Needs Self Actualization Esteem Social Safety Express Influence Connect, Interact, and Communicate Trust, Safety, Security Online actualization Discover, Fulfill Access, storage, organize, Basic commerce, news, Information Physiological

Medical Social Networks Will Evolve

Social Media Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Considerations on SEM / PPC vs. SEO… ,[object Object],[object Object],[object Object],[object Object],[object Object],Don’t forget Long Tail Marketing - Less popular phrases in greater quantities are more effective than a few blockbuster phrases. Sources: 1 Computer Industry Almanac 2 GregOutlaw.com 3 comScore Media Metrix Section B. Organic Search Optimization

Basics for Developing an SEO Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Google’s Algorithm Simplified ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: GregOutlaw.com Proper SEO is like Football – “a Battle of Inches”

SEO Best Practices – On Page Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO Best Practices – Site Platform Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SEO Best Practices – Site Design Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],SEO Best Practices – Content Factors

Short vs. Long Tail Keywords Short Keyword High search volume Increased visibility Less qualified traffic Lower conversion rate Potential higher cost Long Tail Keyword Highly qualified traffic Higher conversion rate Lower cost Low search volume Identifying right keywords

Following & Refining SEO Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Section C. Display Advertising

Section D. Cost Per Click Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Section E. Co-Registration Deals ,[object Object],[object Object],[object Object],[object Object],[object Object],Co-registration is the practice of collecting opt-ins for multiple organizations, and sometimes for types of products or services, on a website's registration page or on a paper subscription form. An individual provides registration information once, but then opts in (via checkboxes) to receive marketing communications from multiple companies.

Section F. Affiliate/CPA Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Enhancing Email List Growth (Online & Offline Acquisition) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Email Acquisition - Best Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LESSON: Thoughts become things Online Email Acquisition: Best Practice Form Illustration

LESSON: Thoughts become things Email Acquisition – Always Be Building!

Delivering More Emails to the Inbox (Deliverability)

Key Factor Determine Campaign Inbox Deliverability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Email Service Providers (ESPs) Typically Improve Deliverability ,[object Object],[object Object],[object Object],[object Object],Key Features to Look for with ESPs:

Best Practice: Continually Investigate Ongoing Deliverability ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Best Practices for Email Subject Lines & Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Subject Lines Email Content Best Practices

Best Practices: Words to Avoid to Improve Deliverability

Achieving High Open Rates  A good open rate is 20%  A great open rate is anything above 30% Note: Open Rates are usually underreported by 10-15% due to images being blocked by default in some email clients

Best Practices – The Sending Address ,[object Object],[object Object],[object Object],[object Object],Use Proper Sender Address!!

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Best Practices – The Subject Line

Best Practice: Transactional Messages ,[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],Best Practices – Cater to Snippets / Auto-Preview

Improving Click-through Rates  A good CTR is 2%  A great CTR is anything above 4%

Design & Test Emails for Good Preview Pane Viewing ,[object Object],[object Object]

Design Emails with Image Blocking in Mind ,[object Object],[object Object],[object Object],[object Object]

Best Practice: Segmentation & Timing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Best Practice: Testing, Tracking & Reporting ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Don ’ t Forget Retention Marketing Online Often times companies focus WAY too much time and money on acquiring new customers and not nearly enough on converting existing prospects and getting existing customers to buy more.

Marcus Stuart Vannini [email_address] US (1) 917.957.0690 UK (44) 772.567.6646 US Erin Taylor Ten Post Office Square Boston MA 02109 Dan Defnall (Finance Director) 661 Tahoe Circle Atlanta, GA 30083 404.292.7008 UK Marcus Stuart Vannini 4 Phillimore Gardens London W8 7QD Russian Federation Avi Hersh Emc3 19/10 Protopopovsky Pereulok Moscow Russia 7 917 599 5500 India (New Media & Development Operations) Parth Ghandi Raheja Centre-Point 294, C.S.T. Road Santacruz (E) Mumbai (91) 22 6641 4141

Online Strategy Discussion Primer

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