Digital 101 Session

Minto Properties Marketing

AGENDA

• Online Landscape o Who’s online? What’s different?

• Driving Traffic to your Websiteo SEO, PPC, DRM, oh my!

• Social Media 101o User Generated Content and Multimedia

• Mobile and Location-Based Marketing

Who’s Online?

What are they doing?

What’s Different?

• The Internet is ALWAYS ON.

• Interactive vs. interruptive

• The internet is a social space. Brands do not control content

• Reputation Management is essential

Online Marketing - Benefits

• Track your Efforts

• Learn from your customers

• Target your customers

Driving Traffic to Your Website

• Offline Efforts

• Search engines • Organic search ranking• Paid search advertising

• Display ads (geographic, contextual and behavioural targeting)

• Referrals (other websites and social media)

Google – Paid vs. Organic Search

Search Engine Optimization (SEO)

• Coding and site structure

• Keywords

• Links

• Social and multimedia content

• ????

Paid Search Advertising (PPC)

• Increase your chances of being viewed

• Ensure your site will appear on targeted search terms

• Tailor ad text with call to action and promotions

Display Ads

Target by:

o Geographyo Demographicso Contexto Behaviour

The Power of the Social Network

• Reach a Wider Audience – Social Networking in Plain English

• Create awareness

• Engage

• Listen and Learn

• Implement

Key Strategic Considerations:

• Be honest and be respectful

• Ditch the pitch – build relationships

• Give people a reason to follow you

If Facebook was a country, it would be the 3rd largest in the world! 800 million active users as of Sept 2011

• Every 20 minutes:o More than 1 million links are sharedo More than 1.8 million status updates are madeo More than 2.7 million photos are uploadedo More than 10 million comments are made

• The average user:o Has 130 friendso Is connected to 80 community pages, group and eventso Creates 90 pieces of content each month

*Stats from Facebook.com March, 2011

Twitter

• The Basics:o @minto – addressing a tweet to someoneo #minto – tagging your tweet by identifying its subjecto RT@minto – Retweet – forwarding a tweet you

received from minto to the rest of your Twitter followers

• Customer Service (Porter, Rogers)

• PR (Conan O’Brien)

User Generated Content and Multimedia

• Blogging for Businesses:o Gain credibility and share expertise o Give your brand a human voice

• YouTube:o Second Largest Search Engine in the World (behind

Google

• Flickr:o Post, tag and share photos

Location-Based and Mobile Marketing – the next generation of Online Marketing

• Foursquare• Facebook Places / Gowalla• QR Codes and Near Field Technology• Augmented Reality

Thank You!