digital strategy review
DESCRIPTION
Grand Valley State University Grand Rapids, Michigan October of 2011TRANSCRIPT
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DIGITAL STRATEGY October 24th, 2011
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WHO AM I AND WHY AM I HERE? President and founder of
internet marketing firm Self-taught expertise in web
design, SEO and social media Passionate about internet
marketing True believer in the power of
the internet Feel very blessed for not
having to actually use the accounting knowledge I obtained in college
Marketing is about karma
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DO I REALLY KNOW WHAT I TALK ABOUT? The Fluff Answer
Highlighted in major websites and magazines Featured on launch of Detroit2020 Utilized by Wired Magazine for SEO and social media
expert The Real Answer
Grew prior company’s sales 400% in two years Successfully launched start-up in recession Salary was over $100k within first year of launch Priced well higher than competition Firm is always at maximum capacity and adding staff Can outperform large companies like Microsoft and SAP Marketing efforts are copied by large firms with huge
budgets and staffs
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AGENDA Assessing Your Competitor’s Objectives and
Target Audience Components of a Digital Review Assessing Your Competitor’s Online Presence Website Aesthetics and Content Search Engine Optimization Social Media Usage Custom Reviews Traffic and Sources of Traffic Graders “Who Is” Data
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WHAT ARE YOUR COMPETITOR’S OBJECTIVES ONLINE? Increased branding Increased exposure to industry influencers Referral traffic to website Search engine optimization Increased event attendance and/or ROI New leads, prospects or sales Better interaction with existing clients Awareness of internet chatter (+ and -) Enhanced community involvement Improved employee loyalty and retention Reputation management Locate partners or resellers or franchisees Court investors and obtain funding
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WHAT AUDIENCE IS YOUR COMPETITOR TARGETING? New prospects Existing customers Media Bloggers Prospective employees Prospective franchisees Local community Industry influencers and thought leaders Competitors Existing or future partners Potential investors
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A LARGE VARIETY OF WEB PROPERTIES ARE AVAILABLE Search engines Social networks Blog communities Microblogs and feeds Groups and forums News, bookmark, and tagging websites Location and review websites Documents, wikis, and presentations Videos, podcasts, image websites
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START WITH THE WEBSITE O
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START WITH THE WEBSITE Consider the esthetics, functionality and
content as if you were a regular visitor Does it look 2011 or circa 1975? Is information easy to locate? Is it cross browser compatible? Are there clear call to actions? Is social media integrated and easily found?
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WHAT’S INSIDE? SEARCH PAGES WITHIN URL
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Lots and lots of content
Poor content structure for search engines
Lack of unique meta date is confusing Google and produces poor results in Google
Poor user experiences
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DOES YOUR COMPETITOR HAVE ANY ON-PAGE SEO?
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Keyword Focus = Start a Business
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DOES YOUR COMPETITOR HAVE ANY ON-PAGE SEO?
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Keyword Focus = Should be “Body Blends”
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DOES YOUR COMPETITOR HAVE ANY OFF-PAGE SEO? Optimize social media and community activities Augment blogging to maximize reach and inbound
links Manage directory submissions Optimize social bookmarking Obtain quality and targeted inbound links Local search listing submissions and optimization Press release copy, optimization, and distribution Pursue and/or write guest article or blogging
opportunities
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COMPARE ONE COMPANY TO MULTIPLE WEBSITES
Company
Indexed Pages on Google
Inbound Links Per Google
URL References on Google
Monthly Traffic Per Compete
Amway 338,000 671 1,980,000 581,221
Shaklee 5,580 132 141,000 51,791
Avon 549,000 291 1,040,000 2,116,259
Scentsy 329 146 21,400 278,987
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IS THERE A MARKETING CHAMPION PRESENT? Organizations need a champion The champion is not necessarily the lead, it is
the main face of the organization the internet Find the champion and you will find a lot out
about the competitor simply by watching the champion’s online activities
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ERP WordPress
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DOES YOUR COMPETITOR USE USER-GENERATED CONTENT? Blog posts – their posts or others New apps and tools Articles and white papers Events – upcoming or past Recommendations Thank you’s and reviews Promotions Discounts or coupons Videos or podcasts Thoughts or comments
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JUST ASK GOOGLE GENERIC SEARCH FOR NAME
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JUST ASK GOOGLE SEARCH LINKS TO MAIN URL
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DON’T BE THAT GUY. SOCIAL MEDIA IS NOT FOR EVERYONE.
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DOES THE COMPETITOR USE SOCIAL MEDIA BEST PRACTICES? Believes in social karma Uses Friday Follow (#FF) Twitter and Twitter
hashtags properly Tweets or shares own content less often than other
people’s content Thanks people who RT’s content or post comments
that are positive Doesn't automatically post between Twitter and
Facebook as it is both confusing Utilizes a real company page (not profile) on
Facebook Has a vanity URL on Facebook Has a custom welcome page on Facebook Has fans (yes you read that correctly)
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DOES THE COMPETITOR USE SOCIAL MEDIA BEST PRACTICES? Likes links and shares content on Facebook Likes related pages on Facebook Utilizes a real company page (not profile) on
LinkedIn Completes LinkedIn company profile by adding
services and products Uses a company logo and avatars correctly Posts events to Facebook and LinkedIn Understand that four tweets per day is okay, but
four Facebook posts per day is not Embrace competition on Twitter, Facebook, and
LinkedIn Never send sales pitches through Twitter DMs,
LinkedIn email, and Facebook messages
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DOES THE COMPETITOR USE SOCIAL MEDIA BEST PRACTICES? Encourage employees to use social media, but
empower them with instruction, best practices, and tools
Never drops the f-bomb or uses profanity Promptly takes responsibility of errors or
mistakes Understands the power of an RSS feed Gets digital is more than words and that
images and videos are great for generating buzz
Has social links readily available on website Includes social media links in email signatures
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COMPARE SOCIAL MEDIA ACTIVITY OF THE COMPANIES
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Company Facebook Fans
Twitter Followers
LinkedIn Followers
Klout Score
Amway 98,712 19,500 6,795 52
Shaklee 10,516 623 2,059 49
Avon 481,592 24,379 30,822 60
Scentsy 407,975 14,850 1,837 63
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HIGH QUALITY FACEBOOK PAGE O
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Custom logo image
Custom welcome tab
Good use of Facebook apps
There are actual fans
List of page likes and customized view
Wall is updated and comments moderated
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AN OKAY TWITTER PAGE O
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arketing Avatar (no egg) Full bio with hashtags and URL to website Good mix of following, followers, and listed by others Good use of Lists for to enhance search and Twitter karma Has strong and positive references and mentions
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LINKEDIN COMPANY PAGE O
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DOES YOUR COMPETITOR HAVE SOME SOCIAL KLOUT?
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DON’T DISMISS REVIEWS O
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TRAFFIC SOURCES O
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GRADERS O
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“WHO IS” DATA O
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RESOURCES O
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Google Search Google Alerts Complete.com Klout.com Peerindex SpyFu.com Grader.com SEOmoz Toolbar Who.is e-dns.org
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CONNECT WITH ME ONLINE
Linkedin.com/in/RebeccaGill
Facebook.com/RebeccaGill
Facebook.com/WebSavvyMarketing
Twitter: @WebSavvyMrkting
Google+: http://gplus.to/RebeccaGill
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