Online Marketing & Social Media training day for the Alchemy Network by Matt Forman from Traffika

1. ONLINE MARKETING &
SOCIAL MEDIA

2. THE WORLD HAS ALREADY CHANGED
www.traffika.com.au

3. GOALS FOR TODAY
• Why you should be online
• How to plan your online marketing strategy
• Understand Opportunities with Search Engines
• How to get BIG business branding on a small business budget
• What’s Social Media about?
• How to get more online sales without spending a cent more on
advertising
• Email marketing
• Understand Google Analytics
www.traffika.com.au

4. ABOUT ME
Matt Forman (@mattforman)
• Founder & Managing Director @traffika
• Oversee digital strategies & campaigns from clients including
retail, property, banking, publishing, retail and education.
• Previously CEO at one of Australia’s fastest growing niche
social networks
• 13 years digital marketing experience including senior online
leadership
• Google Certified Adwords & Analytics
www.traffika.com.au

5. WHO I’VE HELPED
www.traffika.com.au

6. WHO IS TRAFFIKA
• Fast growing online marketing agency
• Offices in Brisbane & Sunshine Coast – team of 10
• Exist to help our clients become more successful by using online marketing
more effectively
• 4 brand pillars: results, service, quality, passionate people
• Search Engines, Social Media, Online Media Planning & Buying, Analytics &
Optimisation
www.traffika.com.au

7. PHASE 1
Phase 1: Connecting computers
www.traffika.com.au

8. PHASE 2
Phase 1: Connecting Phase 2: Connecting
computers content
www.traffika.com.au

9. PHASE 3
Phase 1: Connecting Phase 2: Connecting Phase 3: Connecting
computers content people
www.traffika.com.au

10. PHASE 4
Phase 1: Phase 2:
Phase 3: Phase 4:
Connecting Connecting
Connecting people Connecting data
computers content
www.traffika.com.au

11. YOU SHOULD BE ONLINE BECAUSE:
• That’s where your customers are
• It’s cost effective
• It’s measurable & highly accountable
• It’s real time
• Your competitors will be
www.traffika.com.au

12. MEDIA CONSUMPTION HAS CHANGED
www.traffika.com.au

13. ONLINE HAS OVERTAKEN TV
20
15
Hours / Week
10
17.6
13.4
5 9.3
5.8
2.5
0
Online TV Radio Mobile Newspaper
*Source: Nielsen Online Internet and Technology Report March 2010
www.traffika.com.au

14. MARKETERS STILL CATCHING UP
Subscription TV, 2.2%
Cinema, 0.7%
Outdoor, 3.2%
Magazines, 5.4%
Newspapers
Free TV
Radio, 7.2%
Newspapers, 30.3%
Online
Radio
Magazines
Online, 11.9%
Outdoor
Subscription TV
Cinema
Free TV, 24.0%
www.traffika.com.au

15. COSNUMERS TURN TO WEB FOR ANSWERS
Top 5 Australian Websites
Audience Share
ninemsn, 2.3% YouTube, 2.1%
Windows Live
Mail, 2.7%
Google
Australia, 9.7%
Google Australia
Facebook
Windows Live Mail
ninemsn
Facebook, 8.1%
YouTube
*Source: Hitwise Top Websites report 12/06/10
www.traffika.com.au

16. ONLINE STRATEGY IS BUSINESS STRATEGY
• What is your business strategy?
• How does your strategy translate to business
objectives translate?
• How can online deliver these objectives?
• Website design comes last
• Do you even need a website?
www.traffika.com.au

17. PLANNING YOUR WEBSITE
• What are the primary and secondary goals?
– Information
– Connection
– Lead generation
– Sales
• What is the budget?
• How will you measure ROI?
• Build v’s buy your technology?
www.traffika.com.au

18. CHOOSING A CMS
• Easy to use – update & add content
• SEO & Social Media friendly out of the box
• Scalable licensing as your business grows
• Consider:
– WordPress www.wordpress.com
– SNAPP CMS www.snappcms.com.au
– Interspire www.interspire.com
www.traffika.com.au

19. CASE STUDY: YOUI
Easy to
Clear imagery connect with
with obvious real person
brand promise
Strong benefit
Functional statement with
benefit clearly tangible proof
explained
Multiple
Headline conversion
contains funnels
benefit
Simple &
uncluttered
navigation.
Body copy is to
Keyword rich
the point –
links
benefit heavy.
Keyword used Missing social
11 times on connections &
homepage spreadability
www.traffika.com.au

20. CASE STUDY: YOUI
Simple Prominent
Navigation sales funnels
Easy search
Clean
function
uncluttered
content
Video for rich
Keywords used engagement
in copy –
hyperlinked for
SEO relevance
Social Media
spreadable
www.traffika.com.au

21. CASE STUDY: YOUI
Regular and
Easy to
fresh content
subscribe to
that adds
blog
value to clients
Links to social
media
outposts
www.traffika.com.au

22. MORNING
TEA
www.traffika.com.au

23. SEARCH ENGINES
Organic
Search
Local Paid
Search Search
www.traffika.com.au

24. ORGANIC SEARCH
SERP: Search
Engine Results
Page
Organic Search
results
Onsite:
Relevant, fresh
, unique &
72% of quality
searchers use content
organic results
Offsite: links
from other
websites (back
links) count as
votes
www.traffika.com.au

25. ORGANIC SEARCH RESULT
Title tag:
-Keyword rich
- Grab attention
- 64 characters
- Write like ad headline
Meta Description:
-Keyword rich
- Sell the click
- 157 characters
- Write like ad body
www.traffika.com.au

26. SEO HTML TAGS
Title tag
Meta Description
www.traffika.com.au

27. WAR WAGED KEYWORD BY KEYWORD
• SEO starts and ends with the RIGHT keywords
• Do your research:
– Volume
– Intent
– Competition
• Tools to help:
– Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
– Market Samurai www.marketsamurai.com
– Wordtracker www.wordtracker.com
www.traffika.com.au

28. GOOGLE KEYWORD TOOL
www.traffika.com.au

29. CHOOSE YOUR BATTLES
www.traffika.com.au

30. 5 TIPS FOR SEO COPYWRITING
1. Write for people not Search Engines
2. Use the keyword in the H1 tag
3. Use the keyword in your body copy
4. Link between pages on your site using
keywords as the anchor text
5. Where it makes sense keep to 1 keyword
theme per page
www.traffika.com.au

31. PAID SEARCH
Instant traffic:
pay-per-click
auction
Combination
of price &
quality
determines
where your ad
Just 95 ranks
characters to
tell your story
28% of
searches click
on paid ads
www.traffika.com.au

32. PAID SEARCH AD
Headline:
- 25 characters
- Create awareness & interest
- Relevant to search intent
Body Copy:
- 2 lines x 35 characters each
- Create desire to click
- Strong call to action
- Relevant to search intent
Display URL:
- 35 characters
- Same as the domain its
going to
- Relevant to search intent
www.traffika.com.au

33. PAID SEARCH BEST PRACTICE
• Know your objectives first:
– What are you measuring?
– Brand v’s direct response
• Keep your keyword themes tight:
– Segment then segment your segments
– Group keywords by intent
– Write ads that are highly relevant to keyword
– Landing page must match keyword intent
• Always be testing:
– Test, measure, optimise, repeat
www.traffika.com.au

34. 5 TIPS FOR WRITING PAID SEARCH ADS
1. Highlight key differentiating points
2. Use capitalisation to your advantage
3. Pre-qualify the click
4. Use the keyword in the body copy
5. End with a strong call to action
www.traffika.com.au

35. LOCAL SEARCH
Top results on
page 1
20% of all
search has
local intent
www.traffika.com.au

36. GOOGLE PLACES LISTING
Profile
Map
Contact details
Content
matters. Use
the right
Photos & Video
keywords
Reviews
www.traffika.com.au

37. OWN THE 3 SEARCH ENGINES
Paid
Local
Organic
www.traffika.com.au

38. IMPACT OF GETTING SEARCH RIGHT
www.traffika.com.au

39. LUNCH
www.traffika.com.au

40. SOCIAL MEDIA
www.traffika.com.au

41. SOCIAL MEDIA STRATEGY
• Having a Facebook page or a Twitter profile IS
NOT a social media strategy
• Social IS a powerful communication
platform, treat it like you do your business
phone
www.traffika.com.au

42. SOCIAL LANDSCAPE
www.traffika.com.au

43. SOCIAL MEDIA IN AUSTRALIA
Facebook 75%
YouTube 70%
Wikepedia 65%
Yahoo Answers 48%
Friends Reunited 37%
Twitter 35%
Flikr 34%
Whirlpool Forums 33%
Yahoo Groups 33%
Photobucket 28%
Blogger / Blogspot 24%
Bebo 23%
LinkedIn 22%
Windows Live Spaces 18%
0% 10% 20% 30% 40% 50% 60% 70% 80%
*Source: Neilson Online Social Media Report March 2010
www.traffika.com.au

44. FACEBOOK USAGE
Canberra 67%
Brisbane 51%
Sydney 41%
Perth 40%
Melbourne 40%
Adelaide 34%
Hobart 20%
Darwin 5%
0% 10% 20% 30% 40% 50% 60% 70%
Source: Facebook Advertising and Wikipedia, Estimates taken on 26th of April 2010
www.traffika.com.au

45. 10 ESSENTIAL SOCAL MEDIA
ELEMENTS
1. Goals
2. Objectives
3. People
4. Measurement
5. Content
6. Listening
7. Conversation & Engagement
8. Community
9. Tools
10. Policies
www.traffika.com.au

46. 1. SOCIAL MEDIA GOALS
• Specific and realistic goals
• Provide direction and context for
conversations and engagement
• Align with your overall business strategy
• May include:
– increasing brand awareness
– growing the size of your online community
– improving customer service
– maximising buzz around your brand.
www.traffika.com.au

47. 2. SOCIAL MEDA OBJECTIVES
• Give meaning to your goals and make them tangible.
• SMART: Specific, Measurable, Achievable, Realistic and
have Timeframes
• Need to remain flexible to adapt
• Examples include:
– Increase your Facebook fan base to <insert target> people by
<insert date>.
– Increase the number of interactions around your brand by
<insert target> by <insert date>.
– Reduce the number of email support requests received by
<insert target> by <insert date>.
– Increase the number of social media mentions (buzz) to <insert
target> by <insert date>.
– Generate an <insert target> increase in website traffic from
social media sources by <insert date>
www.traffika.com.au

48. 3. PEOPLE
• Most important aspect of your social media strategy
• 4 types of people that need to be considered
1. Influencers…. popular and powerful people within your
brands social sphere.
2. Advocates…. people who have favorable perceptions of
your brand and will talk positively about you to their
friends.
3. Contributors….. people that contribute content to your
social initiatives and come from both official and
unofficial sources.
4. Consumers…. people that passively consume your
information and represent about 90% of your social
media audience.
www.traffika.com.au

49. 4. MEASUREMENT
• What you don’t measure, you can’t manage.
• How will the data be gathered
• Where will it be stored
• How it will be reported on
• Who will use the information
www.traffika.com.au

50. MEASURMENT EXAMPLE
www.traffika.com.au

51. 5. CONTENT
• Content is extremely important
• Combining with context and timely distribution gives
content meaning, relevance and create value for your
audience.
• Develop a content plan around the needs, wants and
desires of your audience.
• Content comes in many forms:
– Blog posts
– Status updates
– Videos
– Pictures
– Presentations
– Whitepapers
www.traffika.com.au

52. FREQUENCY MATTERS
• Blog frequency attributed to customer acquisition
Multiple Times / Day 100%
Daily 90%
2-3 Times / Week 69%
Weekly 58%
Monthly 38%
Less than Monthly 13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
*Source: Hubspot State of Inbound Marketing Report
www.traffika.com.au

53. 6. LISTENING
• Equates to research and intelligence
gathering.
• Establish automated monitoring of
conversations using free tools like Google
Alerts & Hootsuite
• Enables you to engage effectively
• Establish who are the key influencers and
advocates for both you and your competitors.
www.traffika.com.au

54. 7. CONVERSATIONS & ENGAGEMENT
• For conversations to be effective they must
provide value.
• Stick to the 3 ‘E’s
– Educating your audience
– Entertaining your audience
– Engaging your audience
www.traffika.com.au

55. THE 3 E’s
Educate
Engage
Entertain
www.traffika.com.au
*Courtesy Jay Berkowitz www.jayberkowitz.com

56. 8. COMMUNITY
• Engage within the communities your
customers dwell
• Communities range from the mainstream (eg
Facebook or Youtube)
• To niche communities bringing people
together around a single cause or topic like
ourfoodmatters.tv.
• How you represent yourself within these
communities, including your branding are
important strategic decisions.
www.traffika.com.au

57. 9. TOOLS
• Help you become more productive
• Monitoring tools:
– Google Alerts
– Hootsuite
– Radian6
• Engagement tools:
– Hootsuite
– Seesmic
• Distribution tools:
– Hootsuite
– Ping.FM
www.traffika.com.au

58. 10. POLICIES
• What is acceptable use of social media by your
employees when representing the brand.
• Can be as tight or as loose as your brand
dictates
• Cover elements including:
– language and tone
– copyright and intellectual property guidelines
– protection of proprietary and confidential
information
– privacy controls
www.traffika.com.au

59. FACEBOOK EXAMPLE
www.traffika.com.au

60. FACEBOOK EXAMPLE
www.traffika.com.au

61. TWITTER EXAMPLE
www.traffika.com.au

62. TWITTER EXAMPLE
www.traffika.com.au

63. YOUTUBE EXAMPLE
www.traffika.com.au

64. LINKEDIN EXAMPLE
www.traffika.com.au

65. SLIDESHARE EXAMPLE
www.traffika.com.au

66. 5 SOCIAL MEDIA TIPS
1. Start by listening
2. Be authentic – give value to get value
3. Only do what you can effectively manage –
who will answer your social media phone?
4. Use the right tools to connect everything
5. Keep your branding consistent
www.traffika.com.au

67. AFTERNOON
TEA
www.traffika.com.au

68. PERFORMANCE MARKETING
Pay only when your marketing objective is achieved
CPC • Cost per click
CPL • Cost per lead
CPA • Cost per acquisition
CPS • Cost per sale
CPW • Cost per whatever!
www.traffika.com.au

69. WIN / WIN MARKETING
• Publisher’s have ads they can’t sell
• You offer to buy the ads on a performance basis
major publishers / online
affiliate networks
ad networks
www.traffika.com.au

70. BIG BUSINESS BRANDING ON A SMALL
BUSINESS BUDGET
Premium
placements –
only pay for
the action
High reach and
frequency
without the
high price
www.traffika.com.au

71. THE MOST POWERFUL ONLINE MARKETING
SECRET
• Optimising your web page for conversions is the
smartest marketing investment you can make
• Dramatically increase your sales without spending a
single cent more on advertising
www.traffika.com.au

72. 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
www.traffika.com.au

73. ONLY 2 THINGS MATTER
WIIFM HDIGI
• What’s In It For Me? • How Do I Get It?
www.traffika.com.au

74. PART ART, PART SCIENCE
• Page layout
• Design
• Copy
• Calls to action
• Forms
• Navigation
• Tools to measure - A/B Split & Multivariate experiments
www.traffika.com.au

75. DOES SIZE MATTER?
• Our experience has found:
– Short form works better for:
• Competition entries
• Downloads (whitepapers / info packs)
• Email database generation
– Long form works better for:
• Considered purchases
• Information products (where trust needs to be built)
– Multi-step funnels work better for:
• eCommerce
• Detailed information products
www.traffika.com.au

76. GOOGLE ANALYTICS
• Free tool for measuring online performance
www.traffika.com.au

77. TOP 8 TAKE AWAYS
1. Consumer behaviour has changed forever – how are you
adapting?
2. Ensure your websites are SEO and Social Media friendly
out of the box
3. Own the keywords that define your business on all 3
search engines
4. Write online copy for people but include your keywords
5. Who will answer your social media phone – only do what
you can manage
6. Use performance marketing to lower your marketing risk
7. Optimising your web page for conversion is the smartest
marketing investment you can make
8. Use Google Analytics to measure and monitor your
performance over time
www.traffika.com.au

78. CONNECT
facebook.com/traffika
twitter.com/traffika
slideshare.net/traffika
traffika.com.au/blog
www.traffika.com.au