bowling green internet marketing class lecture
DESCRIPTION
Bill Balderaz, President of Webbed Marketing, talks to a BGSU Marketing class about Internet Marketing.TRANSCRIPT
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IT and MarketingBill BalderazFounder and Chief Optimism OfficerWebbed Marketing
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Online Marketing• Digital marketing will account for 24% of overall marketing
spend this year• 28% of firms are shifting at least some of their overall
marketing budgets from traditional to digital channels• 42% say they are planning to keep this budget the same as it
was in 2009. Only 13% say they are planning to decrease overall marketing budget
• 64% plan to increase budgets for search engine optimization• 51% plan to increase budgets for paid search marketing• 70% are planning to increase their budgets for off-site social
media such as Facebook and Twitter
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Traditional and Broadcast Advertising
• This year, just 17% say they are increasing their print media budgets, compared to 41% who are decreasing spending
• In the first half of 2009, the average marketing budget was cut 15% (IDC) aditional media (Marketing Profs)
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Agenda
• What is integrated marketing?
• Approaches to measuring online marketing
• Online marketing case studies
• Summary
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Webbed Marketing
• Using the Internet to grow organizations• Provide goal-oriented online marketing, advertising and public
relations• 65+ clients across the US and Europe• Based in Columbus,OH
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Integrated Marketing
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What is Integrated Marketing
• Start with the Goal• Define your Customer• Develop your Message• Let Customer and Message drive your Channel and Creative
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Brand Focused vs Social Media Focused
Brand Focused VS Social Media Focused
Brands telling their story Joining a conversation
Carefully defined and controlled Consumers defining your brand
Being perfect Being genuine
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Brand Focused vs. Social Media Focused
“Yes, it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.”
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The Preacher vs. The Cab Driver
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Assumption #1: Yes, This Matters in B2B
Source: Forrester Research
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Assumption #2: Yes, This Matters in the Consumer Space
Source: BrandWeek
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Measuring Online Marketing Campaigns
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Clear Goals
Can’t measure “more buzz”
Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%
Take baseline metrics before campaign starts
• SEO metrics, social media metrics
Break metrics down into quantifiable goals
• Mentions in blogs, social networks, links to the site…
You can quantify metrics
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The Webbed Marketing Scorecard
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The Webbed Marketing Scorecard
Tracks “micro goals” that funnel into strategic goals
In bound links, blog mentions, presence on social networks, traffic numbers, Web mentions and other measurable metrics funnel into strategic goals
Provide real evidence of measurable improvement
Provide direction on where to focus efforts
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Spiderfly
Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media?
Internet Marketing Team: How do I diagnose key social media and search metrics for my Web site and my competitors’ sites?
Public Relations: What is my real-time blogger buzz, and how does that benchmark against my historical performance and competitors?
CEO: Just give me one number!
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Just Give Me A Number
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Just Give Me A Number (OK, now I need more details)
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Case Studies Measuring ROI
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Case Study #1 - Moochie & Co.
• A specialty Web and mall pet gift and accessories retailer
• Highly-targeted market, highly-competitive industry, limited advertising budget
• Consumers and influencers are heavy Web users
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Case Study #1 - Moochie & Co.
• Press releases timed with high search volume, high media attention topics• “I Love My Mommy” t-shirt near Mother’s Day
• “Take Your Dog to Work” campaign
• “I Have Two Daddies” campaign
• “MySpace for Cats & Dogs”
• Highly-targeted market, highly=competitive industry, limited advertising budget
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Case Study #1 - Moochie & Co.
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Case Study #1 - Moochie & Co.
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Case Study #2 - Shizuka New York
• Located in Midtown Manhattan
• Cosmetology & skin care with “Eastern Holistic Knowledge”
• Featured in international media including Marie Claire, Shape, Vogue and Harpers Bazaar
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Case Study #2 - Shizuka New York
• Following Word of Mouth program:• Mention on Jay Leno• Mention on CNN• Home page of CNN.com• E! “The Soup”• The Hollywood Reporter
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Case Study #2 - With a Compelling Hook
• Highlighting “Bird Poop Facials”
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Case Study #2 - Setting Goals
• Branding and awareness
• Increased site traffic
• New clients
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Case Study #2 - SEO Press Release
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Case Study #2 - Blogger Outreach
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Case Study #2 - Video
The YouTube Geisha Facial video – 20,000+ views
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Case Study #3 – Romantic Makeover
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Case Study #3 – Romantic Makeover
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Case Study #3 – Press Release• #1 on Google News for “Hocking Hills”• #1 on Google News for “outdoors getaway”• #1 on Google News for “vacation contest”• #1 on Google News for “worst gift ever”• #2 on Google News for “makeover”• #5 on Google News for “outdoor vacation”
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Case Study #3 – Online Promotion• Contest on Facebook page to promote contest and host entries
and votes• 887 fans• 151 Total wall posts• 139 Contest submissions• 559 Total likes/votes• 4,242 Total pageviews
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Case Study #4 – National Council (non-profit)
• A national organization representing mental and behavioral health
• Goals around media coverage, awareness and membership recruitment and retention
• Partnering with internal team and other partners
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Case Study #4 – Media Relations/Awareness
• Let traditional media drive online efforts
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Case Study #4 – Media Relations/Awareness
• The campaign generated a large volume of traffic looking for sources
• A media alert was drafted and posted on The National Council Web site, and sent to traditional media
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Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
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Case Study #4 – Online Programs Drive Traditional Media Coverage• When The National Council built a presence on SecondLife, we
pitched it to bloggers• Posted to online newswires• Communicated via social networks• All while the public relations group pitched to traditional media
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Case Study #4 – Widespread Media Coverage
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Summary
• Focus on the goal first• Define the end consumer, think beyond the buyer• Determine a compelling message• Don’t pre-determine channel and creative• Measure, measure, measure
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Be The Cab Driver!
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Take Aways
Listening is more important than talking
Don’t think about numbers for the sake of numbers, correlate numbers to business objectives
Influence the influencers
Join the conversation; remember it’s a dialogue, not a monologue!
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Bill BalderazWebbed Marketingwww.webbedmarketing.com@bbalderaz