online marketing techniques - workshop

INTRODUCTION

THE GROUP

Al-Iktissad Wal-Aamal is the leading business communication group in the Arab world, combining among its activities publishing, conferencing, event management and investment & trade promotion exhibitions

THE BUSINESS LINES

Conferencing & Event Planning

Publications:

• Al-Iktissad Wal-Aamal Pan-Arab• Al-Iktissad Wal-Aamal Al-Lubnaniya• Al Defaiya• Al-Hasnaa

AGENDA

Why are we here today?

Online Presence

Online Marketing

Personal Brand

Online Marketing Techniques

ONLINE PRESENCE

To have a successful online business, you must establish an Online Presence.

When well thought out and carefully implemented, a strong online presence gives businesses an opportunity to tap into a marketing avenue that can be specifically targeted to their potential clients.

INNOVATION

HOW AND WHY TO BUILD AN ONLINE PRESENCE

WHY HOW

Reason 1. Online Marketing Is Cheap or Free

Reason 2. You Can Succeed with Limited Knowledge

Reason 3. Everyone’s Doing It

Step 1. Interact Regularly

Step 2. Reach Out to Other Professionals

Step 3. Make Your Website Easy to Use

HOW AND WHY TO BUILD AN ONLINE PRESENCE

WHY

Reason 1. Online Marketing is Cheap or Free

Reason 2. You Can Succeed with Limited Knowledge

Reason 3. Everyone’s Doing It

HOW

Step 1. Interact Regularly

Step 2. Reach Out to Other Professionals

Step 3. Make Your Website Easy to Use

CREATE AN ONLINE PRESENCE WHEN YOU DON’T HAVE THE TIME

Adhere to the hierarchy! You’ll always know what comes next.1. Listen before you speak

2. Optimize online content

3. Claim real estate

4. Capture and segment visits

5. Integrate landing pages

6. Play ratings and reviews

7. Go online to drive offline

8. Analyze and test

The conversation









8. Analyze and test

OPTIMIZE ONLINE CONTENT









8. Analyze and test

CLAIM REAL ESTATE

Digital Asset 1: Website

Do you think your website in 2012 is like the one you built 4 or 5 years ago?

– Static - never changed– Text Based– Needed to be programmed by the developer– One way communication– Optional

CLAIM REAL ESTATE

Digital Asset 2: Mobile

CLAIM REAL ESTATE

Mobile

– The Numbers • 5.9 Billion people use mobile phones• 1.2 Billion internet connected smart phones• Smart phone sales were up 63% in 2011 to 489 million new

phones• 300,000 apps downloaded 10.9 billion times• 40 million tablets sold in 2011• 106 million tablets forecast to be sold in 2012

CLAIM REAL ESTATE

Mobile

• How do people use their mobile devices?• 81% for browsing• 77% for search• 71% Search on their phones because of ad exposure• Almost 25% of people have bought using their mobile• More than half of the US smart phone users performed retail

research while in the store• Smart phones now outselling PC’s• 50% of all US phone users now have smart phones

These are all indicators that we have reached a “Mobile Tipping Point!”

CLAIM REAL ESTATE

Mobile

• How to win with Mobile• Build a Mobile optimised website• Build apps that make it easy to buy from a mobile device

CLAIM REAL ESTATE

Digital Asset 3: Social Networks

CLAIM REAL ESTATE

Digital Asset 4: Content

The Foundation to your Digital Assets

Content that

– Educates– Informs– Entertains – Inspires

CLAIM REAL ESTATE

Digital Asset 5: Email Database

– Accountants put a value on it– It is under your control– Drives traffic to your other digital assets









8. Analyze and test

ESSENTIAL STAGES OF MARKET YOUR ONLINE PRESENCE

MARKETING TECHNIQUES

MARKET YOUR ONLINE PRESENCE

WHAT IS SOCIAL MEDIA?

Social media is technically a means for social interaction through the web.

Purpose: free-flowing exchange of ideas and relevant user-based content

The development of social media didn’t happen overnight

SOCIAL MEDIA IS DEAD

BAKED INTO MARKETING

METHODS OF ONLINE MARKETING 1. Search Engines Aren't Everything!

2. Social Networks

3. Social Network Applications

4. Social News

5. SMS on Steroids

6. Online Favorites and Bookmarking

7. RSS Feeds

8. Blogging

9. Email Marketing

10. SMS Marketing

11. Pay Per Click Advertising

12. Pres Releases

Facebook

Google Plus

Twitter

YouTube

Corporate Blog

Instagram

Pinterest

ARE YOU ON ONE OR MORE?

THE DAVID MEERMAN SCOTT EXPERIMENT

In last 1 to 2 months,in order to research a product or service you might want to buy, either personally or professionally, have you…

IN LAST 1 OR 2 MONTHS, IN ORDER TO RESEARCH A PRODUCT OR SERVICE HAVE YOU USED

• Direct mail?

• Yellow pages?

• Trade Show as a non-vendor?

• Mainstream media?

IN LAST 1 OR 2 MONTHS, IN ORDER TO RESEARCH A PRODUCT OR SERVICE USED

• Asked via your social network (email/Facebook) for advice and they sent you a link?

• Google or other search engine?

IN LAST 1 TO 2 MONTHS, IN ORDER TO RESEARCH A PRODUCT OR SERVICE

•Direct mail ad 0-2%

•Yellow pages 0-5%

•Trade Show as a non-vendor 0-5%

•Mainstream media 20-30%

IN LAST 1 TO 2 MONTHS, IN ORDER TO RESEARCH A PRODUCT OR SERVICE

•Asked via social network (email/Facebook) for advice and they sent you a link 95%

•Used Google or other search engine ~100%

MARKETING YOUR DIGITAL BRAND

Create a Digital Marketing Strategy

1. Create a clear vision

2. Know who your audience is

3. Know what your goals are

4. Create tactics to achieve those goals

5. Measure, manage and modify

Mobile

Search Email

Paid

Social

Digital Assets Hub



Channel 1: Search Engine

Why Ranking High in Search is Vital

How important is it to be at the top of Google’s search results?

• Ranking first on Google gets over 40% of all clicks• Ranking second receives just over 11% - coming second has

distinct disadvantages - only ¼ of all clicks compared to first ranking

• 90% of all clicks occur from first page of search results.


Importance of Search

– Up to 90% of purchasing decisions start with an online search.

– Organic online clicks account for 75% of all click throughs to websites

– 25% of all clicks are paid eg Google Adwords.


Channel 2

Paid Online Marketing

• Why Paid Online Marketing?• It acts as a catalyst to be found online and accelerates the

“velocity”, discovery and sharing of your brand


Channel 2


– Internet Advertising vs. Print


Channel 2


Some Examples of Paid Online Marketing• Google AdWords• Facebook Ads• LinkedIn• Banner Ads on websites where your customers hang out• Twitter promoted tweets


Channel 3

Email Marketing


Channel 3

Email Marketing

– You own it– You can send out direct messages when you want– Preferred for financial (52%) and travel (43%) alerts– Preferred even by teens over all other direct channels for

permission-based, marketing communications - 66%– Make it easy– Provide incentives for prospects to opt-in to your email list

eg a free ebook


Consider that email is: The most used channel for written, personal

communications (45%) Checked daily by more users than any other channel

(91%) The preferred channel for permission-based marketing

communications (77%) The direct channel that influences the most purchases

(66%) The preferred channel for financial (52%) and travel (43%)

alerts Preferred even by teens over all other direct channels for

permission-based, marketing communications (66%)


Channel 4

Social Media Marketing


Channel 4

Social Media Marketing

– Lebanon and Social Media• Penetration rate for Facebook is 33% of the population• 4% have joined Linked• Twitter penetration is 2%

MARKETING YOUR DIGITAL BRANDBUSINESS TO BUSINESS (B2B)

Four Top Tips

1. Create content that educates

2. Engage on social networks that work best for B2B

3. Blogs are vital

4. Multimedia is not just for consumer brands

MARKETING YOUR DIGITAL BRANDBUSINESS TO CONSUMER (B2C)

Four Top Tips

1. Create content that entertains

2. Engage on social networks that work best for B2C

3. Facebook is vital but don’t ignore Twitter

4. Multimedia including images, photos and videos are important


Publish and Promote to Multiple Social Networks

WHY SOCIAL MEDIA?

Amplifies your Content

WHY SOCIAL MEDIA?

Accelerates the Spread of your Brand

WHY SOCIAL MEDIA?

Provides Global Networking on Steroids

WHY SOCIAL MEDIA?

Your Business Can Self-Publish

WHY SOCIAL MEDIA?

Enlists the Power of Global Word of Mouth

WHY SOCIAL MEDIA?

Facilitates Trust - Edelman Trust Barometer

SOCIAL MEDIA MILESTONE …

TAKEAWAYS

Six keys to being successful with social media

1. Treat your social networks as an extension of your websites

2. Build your tribes and followers on social networks

3. Engage with your audience

4. Publish multimedia content regularly

5. Share and subscribe buttons everywhere

6. Drive traffic to your website and “call to action” landing pages

TAKEAWAYSKeys to Managing

1. Be active on social networks2. Monitoring Tools3. People to monitor and manage (eg. community managers)4. Be prepared with a plan

TAKEAWAYS

1. Build and maintain your online assets2. Embrace mobile3. Optimise everything for search engines4. Don’t underestimate the value of email5. Create and market multimedia “liquid” content6. Market your digital assets on multiple social networks7. Monitor and manage your digital brands life

BUT FOR SOME BUSINESSES, IT MAY GO WRONG

MARKETING TECHNIQUES

EXAMPLES OF SOME MIDDLE EASTERN COMPANIES “BOO-BOO’S”

English Version

ATTEMPTING TO IMPRESS IN ARABIC??

Arabic Version ?????

A GOOD EXAMPLE OF AN ARABIC VERSION

A BETTER EXAMPLE

CARREFOUR SOCIAL PARANOIA

IT WENT VIRAL

BUT… NO APOLOGY ?!!

OTHER SOCIAL MEDIA #FAILS

WHAT HAPPENS ON TV… GOES ON SOCIAL MEDIA

CLARIFICATION AND COMMENTS

THE MOST EXPENSIVE TWEET !!

DON’T DIG YOUR SELF IN A BIGGER WHOLE THAN YOU CAN GET YOURSELF OUT OF?!

THINGS TO DO & THINGS TO AVOID!Revise your marketing message once, twice, three times and even more to make sure you will get the least amount of attacks or negative feedback from your audience.

When using Facebook for your social media campaign, try not to restrict comments and feedback to your Facebook page as “Wall Posts” instead, create a discussion board for more effective and dynamic two-way communication.

Never stray from the core or try to be something that you’re not. Being authentic, transparent and sticking to your overall image is very important.

Do not try to sell yourself too bluntly. If you feel you have a need to do so, do it through communication and involvement with communities and individuals on different suitable social media channels.

THINGS TO DO & THINGS TO AVOID!Be ethical; lying or purposely deceiving will not pay off as some might suspect!

Learn when to stick to the “old school style”. The “more the merrier” concept does not always work. Remember: sometimes less is more!

If you mess up by mistake, always have a “damage control” plan. Luck is overrated and you need to be prepared in case anything goes wrong.

If almost 50% of social media campaign will fail, is it wise to keep spending resources to try to create campaigns that rock? I do believe so!

Make sure you answer ANY “positive or negative” comments in less than 24 hours , or else you will end up like Volks Wagon

OR YOU CAN BE LIKE PEPSI

CONTACT US

Twitter: @iktissad@hibafayad

You Tube:iktissad

LinkedIn:Al-Iktissad-Wal-Aamal-GroupHiba Fayad

Facebook:Al-Iktissad Wal-Aamal