SES Singapore 2011 – Day 1: Fundamentals Track – Live Blog

  • Marco

B2Bento brings you a summary of Day 1, and this post covers Track 1: Fundamentals. Expect to have a good serving of the latest trends, innovations and best practices from the finest thought leaders in search and social marketing. Check out the main post for the opening address and keynote panel as well as the live coverage of Track 2. Day 2 coverage here.

[3:30pm] “Social media best practice” – Nicholas Tay, Digital Marketing Manager, Fairmont Singapore and Swissotel The Stamford; Enrique Pinilla, eHub Head, APAC, 3M; Blanca Menchaca, Director, Performance Marketing and Social Media, (Moderator: Anna Maria Virzi, Executive Editor, ClickZ)

Nicholas Tay – Social Media Best Practices

Know thy self: are you a researcher, keen communicator, copywriter, out of the box thinker, willing to learn? You should at least fit a couple of these points to make good in social media.

SMAC (Social Media Adoption Cycle) – Look at different kinds of matrices. It is not the same all throughout.

Best Practices: Are you your brand’s target audience? Find out! Recommend Engagement benchmark – aim for 0.4%.

Additional Statistics: Talk About rate = People Talking about page divided by Total Fans

Blanca Menchaca – Social Integration, Community Management & Social Advertising

Tridimensional Approach to Social Media

Social Integration: Connect, Customized Experience, Like & Follow / Recommend & Share (the latter can be implemented at a product level), Action Posts

Community Management: Localize your message, Know your audience (especially in SEA where the market is fragmented), Customer Service (define responsibilities, establish guidelines, engage promptly, etc.), Different Network Different Strategy (e.g. B2B – LinkedIn, Company Blog), Follow and you will be followed

Social Advertising: Sponsored Ads, Promotions

Enrique Pinilla – Social Media Roadmap

Social media is used by 60% of global internet population and 26% of all online conversations mention a brand.

Approach to Social Media: Listen, Engage, Measure, Analyze & Optimize

Listening: Get and use consumer insights (needs and brands). Monitor competitors. Engage: Interact when there is value to the consumer and brand.

Relevant content is important in Social Media. People won’t go around liking a Facebook page about brooms or mops (Scotchbrite). What they would like more are like better would be household cleaning tips using 3M products.

[2:50pm] “Online audience measurement: From panel measurement to website analytics” – Joe Nguyen, Vice President, South East Asia, ComScore

What do you want to do?

  • Track visitors to your website: who, where, and what
  • Track effectiveness
  • Track success events, registrations, Dollars made

Site Centric Data Collection
Most web analytics solutions now employ JavaScript tags with cookies and image requests
Key common metrics: page views, visits, where does the traffic come from, etc.

Visitor KPIs: Pages/Visit, % New Visit, Visit, Average Time on Site, Bounce Rate
eCommerce KPIs: Transactions, eCommerce Conversion Rate, Revenue, Average Value, Per Visit Value

“Optimize as much as you can from the bottom up.”

Ask yourself: Is your website compatible with browsers used by your target audience? Is your website compatible with devices used by your target audience?

It’s all about mindshare, so use both SEM and SEO. Pathing analysis helps shed some light on what consumers do on your site. Search usually gets the credit but consumers have already seen a display ad or heard about you from social channels. Attribute some value to every aspect of your campaign.

Limitations of Site Centric Analytics: Data is only for your site, Different sites use different tools (Google Analytics, Omniture), etc.

“Everyone has been talking about social, they have forgotten about something very important called search.”

[11:40am] “SEO: A beginner’s guide” – Shei Wah Tan, Online Manager, South East Asia and India, Michael Page; Sean Rezel, Head, Digital Marketing, JigoCity; Rajitha Dahanayake, Chief Executive Officer, eMarketingEye (Moderator: Adaline Lau, Editor, ClickZ Asia)

Rajitha Dahanayake – Search Engine Optimization
Why SEO?
  • 70%-80% find your site through search engines
  • 93% of the searches do not look beyond first three pages
  • SEO drives more targeted and quality traffic
  • Search traffic converts more

Search Algorithm – different search engines use different algorithms.

Search Engine Ranking Factors

  • On-page Factors: website design, relevant content, keywords
  • Off-page Factors: link popularity, time spent on website, click through rate (CTR)

Search Behavior = Kewords. Understanding how people search entails the need to understand the keywords that they use.

9 Golden Rules

  • SEO Tags: your website should be able to accommodate various tags
  • URLS: static, no duplicate, absolute, re-directions
  • Content: text/html, anchor text, social
  • Navigation: breadcrumbs, linking to home
  • Page-Formatting: H1 H2 tags
  • Page Architecture: page structure, content visibility
  • File Names: html names, image file
  • Technical
  • Site Maps

Success in SEO: The e-commerce team, web agency and SEO agency should work hand-in-hand for:

  • Visibility
  • Visitors
  • Conversions
  • Revenue
Sean Rezel – Content For SEO

Types of Content: Text – articles, blog posts, white papers, press releases, Picture, Videos – product videos, webinars, Audio – podcasts

Keyword Research: Market Samurai, Google Keyword Tool, Word Stream, iSpionage, Word Tracker, More …

Marketers won’t spend money on a keyword if it’s not giving conversions for them.

Implementing Keywords in Content

  • Keyword sample: Best Ergonomic Chair
  • Keyword used in: title tag (H1), 1st paragraph – bold
  • Result: after 10 days – # 1 position in Google organic search

Shei Wah Tan – Basics of Link Building

Google is putting a lot of emphasis on great quality content.

Inbound/Back/Incoming Links

  • Links pointing INTO your website/webpage
  • Link Text aka Anchor Text
  • Typical code: <a href=>ANCHOR TEXT</a>

Outbound Links: Links pointing OUT OF your page

blogs, forums, customer sites, directories
Social – Twitter, Facebook, Google+, bookmarking sites, etc.

Timeless Link Building Principles

  • Diversity (Type & Text): varying your anchor text, getting links from various platforms
  • Depth: beyond homepage, cross linking
  • Develop: link growth, keep it natural

[10:50am] “Getting ROI from SEM” – Eddie Choi, SES Advisory Board & Founding Partner, Frontiers Digital; Barry Lloyd, President & CEO, Webcertain Asia Ltd; Rich McPharlin, Head of Search, Search Group

Rich McPharlin – SEM: Maximising your ROI

Search Engine Anatomy – Impending Evolution

  • Top/bottom ads – decrease in total Paid CTR, increase viable bid price, increase importance of Quality Score
  • Unlimited Scroll – increase in CTR (post top/bottom), reduce importance of top 10 organic results

Keyword Selection

  • Broad Match Keywords: reaches a large target audience, matches on any term, etc.
  • Phrase Match Keywords: Higher level of control
  • Exact Match Keywords: granular control, very restrictive, small traffic volumes
  • Negative Keywords: prevents ads from appearing, used to quickly segment a market, risk mitigating

Metrics that matter: bounce rate, conversions, ROI (profit-OI)
Segments that matter: time of day, day of the week, new/returning visitors

Search Behavior
Research Type Keywords: fact finding mission, low probability of first view conversion, works well with remarketing, problem/solution keywords
Review Type Keywords: qualifying potential providers, zero moment of truth, benefits from social media integration, high ROI from remarketing
Product Type Keywords: bide prices very high, end of buying cycle – conversion rate high

Channel Synergy

  • Identify keywords with high $/click- identify keywords with high search volume
Barry Lloyd – PPC: Finding the “Gold”!

The Buying Journey: Someone finds you on PPC. They remember your Company Name. They type in your name and find you on organic. They buy something!

What were the words they utilized that was instrumental in the conversion? It’s all about Attribution!

  • It’s not about the last search term
  • It’s not the first source
  • It’s a combination of all of them!
  • Use the information to define your budget and get the most from your campaigns
  • You may be ignoring the real “golden” terms and sources

Set an Attribution Amount

  • Every visit is worth something.
  • Define an amount or % of the sale revenue for each visit
  • How much did the different visits “assist” the purchase?
  • It can be PPC, Display advertising, natural search or any other identifiable source for the visit
  • Don’t forget Social Media

Find out true performance: Find out keywords that are crucial to the entire buying cycle and attribute a corresponding value.

Attribution: first visit – 10%, second visit – 10%, third visit – 10%, etc. Define a value.

All the information is there! If you can do that, you really can hit “gold”!

  • Learn how to mine for it
  • Learn how to refine it
  • Learn how to use it


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