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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, Wego.com (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?
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)
Search Algorithm – different search engines use different algorithms.
Search Engine Ranking Factors
Search Behavior = Kewords. Understanding how people search entails the need to understand the keywords that they use.
9 Golden Rules
Success in SEO: The e-commerce team, web agency and SEO agency should work hand-in-hand for:
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
Shei Wah Tan – Basics of Link Building
Google is putting a lot of emphasis on great quality content.
Outbound Links: Links pointing OUT OF your page
blogs, forums, customer sites, directories Social – Twitter, Facebook, Google+, bookmarking sites, etc.
Timeless Link Building Principles
[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
Analytics 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
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!
Set an Attribution Amount
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”!