Intro to Digital Marketing

!Joshua Steimle josh@mwi.com

@donloper

Digital Marketing Fundamentals

Founder & CEO, MWISince 1999

Hong Kong . Salt Lake City . Phoenix

Writer

Speaker / Presenter

Contact Mejosh@mwi.com

@donloper

Statistics(interesting ones)

The Big Picture

4.3 Billion

Source: http://www.worldpopulationstatistics.com/asia-population-2013/

Asia Population, 2013

4.9 Billion

Source: http://en.wikipedia.org/wiki/World_population

Asia Population, 2030

525 Million

Source: http://www.ey.com/GL/en/Issues/Driving-growth/Middle-class-growth-in-emerging-markets

Asia Middle Class, 2013

3.1 Billion

Source: http://www.reuters.com/middle-class-infographic

Asia Middle Class, 2030

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

Asia-Pacific Internet Penetration, 2005

Source: http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx

Asia-Pacific Internet Penetration, 2013

344 Million

Sources: Internet Telecommunications Union http://www.itu.int/en/ITU-D/Statistics/Pages/stat/default.aspx, We Are Social SG http://wearesocial.net/blog/2013/03/state-social-asia-march-2013/

Asia-Pacific Internet Users, 2005

1.3 Billion

Asia-Pacific Internet Users, 2013

Asia-Pacific Mobile Internet Users, 2005

895 Million

1 Billion+

Source: http://www.statista.com/statistics/201232/forecast-of-mobile-internet-penetration-in-asia-pacific/

“In 2013, Global PC Shipments Suffered the Worst Decline in PC Market History”

Sources: Gartner http://www.gartner.com/newsroom/id/2647517

680 Million

Worldwide Smartphone Sales, 2012

968 Million

Worldwide Smartphone Sales, 2013

Source: PR Newswire, Asia Media Landscape Series http://misc.prnasia.com/atd/custeventreg.php?event_id=138

The Big PictureAsia-Pacific Middle Class + Internet + Mobile

=Big Opportunity

Hong Kong Statistics

97.6%Hong Kong Internet Penetration

Source: http://www.censtatd.gov.hk/hkstat/sub/sp120.jsp?productCode=C0000052

63%Hong Kong Smartphone Penetration

Source: http://think.withgoogle.com/mobileplanet/en/

62%of Hongkongers used smartphone to

access Internet within past 7 days

Within the past 7 days

39%of Hongkongers used a search engine on mobile phone for product search

16%of Hongkongers purchased a product or

service using smartphone

Source: comScore Media Metrix, March, 2013

33%Yahoo Search Engine Market Share in Hong Kong

Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/

65%Google Search Engine Market Share in Hong Kong

Source: http://www.my-life-in-china.com/online-marketing/asia-search-engine-market-shares-2012-2013/

Hong Kong AdvantagesInternet Penetration

Business Environment Affluent Population Position Within Asia

Diversity Free Press

Mobile Usage Culture

Hong Kong DisadvantagesTalent Shortage

Lack of Ecommerce Infrastructure Small Local Market

Culture

Asia Statistics

Source: http://www.statista.com/statistics/289826/advertising-response-asia-pacific-by-medium/

To what extent do you take

action on the following forms of advertising?

Source: http://www.statista.com/statistics/296249/search-engine-advertising-effectiveness-by-region/

Global Statistics

Source: http://www.statista.com/statistics/254393/allocation-of-marketing-budgets-worldwide-by-channel/

Will your marketing

budget decrease,

increase or stay the same in 2013?

Source: http://www.statista.com/statistics/216573/worldwide-market-share-of-search-engines/

Google Dominates

Where Should I Focus?

SocialSEO

Online PR

Social

Source: http://www.statista.com/statistics/233989/number-of-social-network-users-in-asia-pacific/

1.32 BillionFacebook Monthly Active Users

(up 14% since last year)

Source: http://investor.fb.com/releasedetail.cfm?ReleaseID=861599

4.4 MillionFacebook Active Users

in Hong Kong

Source: http://wearesocial.sg/blog/2014/01/social-digital-mobile-apac-2014/

86%Hong Kong Facebook Users Access

Facebook Via Mobile Device

Source: http://www.marketing-interactive.com/peek-into-facebook-hong-kong-digs/

71%Hong Kong Smartphone Owners

Access Social Networks Daily

143.8 MillionWeibo Monthly Active Users

vs. 241 Million for Twitter

Source: http://www.techinasia.com/sina-weibo-facts-stats-as-ipo-starts/

Source: http://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/

Source: http://www.socialbakers.com/all-social-media-stats/youtube/country/hong-kong/

Fastest Growing YouTube Channels In Hong Kong (views per month)

Source: http://www.socialbakers.com/all-social-media-stats/twitter/country/hong-kong/

Top 5 Twitter Brands in Hong Kong

Why Social?

Search EnginesReplaced the Phone Book,

the Mall, and the Library

Social

SocialMore Than Buttons

SocialMore Than Sharing

SocialMore Than Marketing

SocialCannot Be Automated

SocialBuilding Community

SocialLike > Love > Defend

SocialStarts With Strategy

Is Social Right For Me?What are our objectives?

What problem are we solving? Why will this work?

What investment will be required? Which network should we focus on?

Which Social Network?General audience? Facebook

Chinese? Weibo, WeChat English? Facebook

Visual? Instagram, Facebook, Pinterest Niche? Twitter, Google+

How To Build CommunityShow Up Be Real

Don’t Advertise Add Value

Be Sensitive

Case Study #1Burberry, Facebook

Are They Showing Up?

Are They Being Real?

Are They Advertising?

Are They Adding Value?

Are They Being Sensitive?

Case Study #2Emerson Salon, Facebook, Twitter

Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/

Are They Showing Up?

Are They Being Real?

Are They Advertising?

Are They Adding Value?

Are They Being Sensitive?

Results 13,818 Twitter followers 1,780 likes on Facebook

75% of clients from Internet 400% increase in revenue over 2 year period

Source: http://www.hallaminternet.com/2014/5-social-media-campaigns/

Want to Learn More?http://moz.com/beginners-guide-to-social-media/

Questions / Break

Search EnginesGoogle, Yahoo, Bing, Baidu, Yandex, etc.

Crawl, Index

Good Answers, Fast

Algorithms

Search Engines: Why They Rank What They Do

Happy Searchers = $ $ $

Search Engines Are Dumb

What is this photo of?

Search Engines Want To Be Human

But They’re Not There Yet

How Important Are Rankings?

So How Do I Rank?Help Google Make Searchers Happy

How Do I Do That?Search Engine Optimization (SEO)

SEOAll Natural, All Organic

5 Parts of SEO1. Keyword Strategy 2. On-Site Basics 3. Quality Content 4. Quality Links 5. Analysis

KeywordsSearch Volume, Relevancy, Competitiveness

KeywordsDon’t Ignore The Long Tail

On-Site Basics

Indexable Content

On-Site Basics

Crawlable Links

Keyword Tips1. In title tag, toward beginning 2. Prominently visible on page 3. 2-3 times within body 4. Once in alt image tag 5. Once in meta description tag

ContentDetailed Information, News, Blog, Tips, FAQs

Quality ContentSo Interesting A Human Would Read It

Quality LinksFrom Relevant, High Quality Websites

AnalysisModify, Measure, Repeat

Analysis Tools1. Google Keyword Planner 2. Google Analytics 3. Google Webmaster Tools 4. MySEOTool.com 5. Majestic SEO 6. SEMRush

What To Measure1. Visitors 2. Queries 3. Rankings 4. Links 5. Conversions!

Case Study - Makeup

Source: http://www.statista.com/statistics/296653/china-high-end-cosmetics-most-searched-brands/

In Title Tag, Toward BeginningCurrently: “Sasa.com: Clarins”

Better: “Clarins - Sasa Cosmetics”

Prominently On Page

2-3 Times in Body

Once in Alt Image Tag

Once in Alt Image Tag221 alt tags 172 empty

“Clarins” never used once in an alt tag

Once in Meta Desc. TagCurrent: “Clarins Catalogue, Best Sellers, Sasa.com: Best Beauty & Health Care Products” Better: “Sasa carries the full line of Clarins face and body treatment oils. Buy online or in-store.”

SummaryDecent Rankings, Room for Improvement

Want to Learn More?http://moz.com/beginners-guide-to-seo

Questions / Break

Online PR

What Is Online PR?Online media placement that is not

purchased, typically obtained by influencing media producers.

3 Forms of Placement

Feature Stories

Expert Mentions

Helpful Content

Why Online PR?

Creates Brand Recognition

Establishes Credibility

Drives Traffic

Improves SEO Efforts

Great For Your Ego

Step 1 - Great Content

Good Content Is So Interesting

You Would Read It

Great Content Is So Interesting

You Would Pay To Read It

Step 2 - Pitch Publishers

Pitching The MediaWhen reaching out to writers, journalists, bloggers, and other media producers, DO

NOT…

Do Not…

Do Not…Use A ShotgunInstead, customize your pitch. It’s obvious when you don’t.

Do Not…Tell Me You’re SpecialShow me.

In 5 seconds or less.

Do Not…Tell Me I Can Help YouI’d love to help you, and I’d love to help the

other 20 people who contacted me this morning, but I can’t help everyone.

Do Not…Ask To Talk On PhoneOffer, don’t ask.

Do Not…Think About YourselfMake it about the writer/publisher.

Understand What I WantAs a writer, I want my article here.

Know What I’ve WrittenIf I just wrote a story about your competitor, what are the

chances I’m going to write a similar story about your company?

Know My InterestsI write about Hong Kong, entrepreneurship, and digital

marketing. But preferably all three.

Offer Something Valuable“I have an idea for an article that I believe would get a lot of

attention and social sharing.”

Tell Interesting Stories

But I’m Not Interesting

Nonsense!

You Are An Expert

5 Ways To Create Interesting Stories

1. Problem-Agitate-Solve

2. Tie-in

3. Tell Secrets

4. Look At Your Data

5. Interview Someone

Once You Have A Story…Channels, People

ChannelsIndustry websites Niche websites

Blogs Influential social media accounts

Media-sharing websites (YouTube) Social networks

Forums Wikis

Top-tier websites

People1. Select a channel first

2. Create a profile for each writer 3. Pitch one story to one writer at a time

4. Learn something from each interaction

Case StudiesHow businesses have successfully pitched me.

Case Study 01SEO Gadget, Infographic

Case Study 02HWTrek, Advice & Coffee

Case Study 03Builtvisible, Content Marketing

HAROHelp Out A Reporter (HARO)

HelpAReporter.com

Keys to Success w/HARORespond quickly

Include “HARO - [story request]” in subject line Give them what they want, nothing extra

Give them what they want in the first sentence

Other “Pitches”

I’ve Got Quotes“I saw your article on the cosmetics industry. I work for a cosmetics company. If you ever need a quote for a future

article on the cosmetics industry, let me know.”

I’ve Got Connections“I saw your article on the cosmetics industry. I work for a cosmetics company and have a lot of connections in the

industry. If you ever need a source for an article, let me know and I’d be glad to make some introductions.”

I’ve Got Data“I saw your article on the cosmetics industry. I work for a

cosmetics company and have lots of data about the industry. If you ever need stats or figures to support an

article you’re writing, let me know.”

I’ve Got Pictures“I saw your article on the cosmetics industry. I work for a

cosmetics company and we’ve used data about the industry to create some interesting infographics and visualizations. If you ever need something visual to

accompany your writing on the cosmetics industry, let me know.”

Think DigitalGet the link!

Questions

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