11. Agenda (and welcome to the training!)
1. The web in 2012
2. Content Strategies
3. Media Sales Strategy
4. Facebook Marketing
5. Online + Offline Integration
6. Budgeting & ROI Measurement
www.happymarketer.com/training/courses/burda
Rachit@HappyMarketer.com
12. Rachit Dayal – Profile
• Managing Partner, Happy Marketer
– Lead Consultant on all for Happy Marketer
– 12+ years of Web experience,
• SEO – Over 50 websites optimized
• SEM – $500,000 spend managed
• Conversion – $5 million of online sales
• Websites – 11+ years of experience
– Singapore’s first Google Certified
• AdWords Professional (Jan 2006)
• Analytics Professional (Mar 2009)
Rachit@HappyMarketer.com
14. About Happy Marketer?
• Social Media Think Tank
– 2+ years old, headquartered in Singapore
– Provides Complete Management, Strategic
Consulting and Training Services
– Clients include Starhub, JobStreet, AirAsia,
Phillip Capital, Tourism New Zealand
– Focused on bringing market leading thought
leadership in Social Media Marketing to APAC
– Vibrant Training/Consulting arm – trained over
1500 professionals in less than 2 years
– Yahoo & Google Certified Partners
– Dedicated to Transparency of Processes,
Progress and Billing with Clients
Rachit@HappyMarketer.com
15. Other facets of my life … Business at 21
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16. Other Facets … Certified Hypnotherapist
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21. Pre 2007 – Compartmentalized Life
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22. Post 2007 – Public Visible Pieces of Life …
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23. The Slow Death of Linear Thought
• In the past linear, one-way thinking worked well
• Because of limited communication channels, the only thing
companies could focus on was getting more eyeballs
Rachit@HappyMarketer.com
25. Much More Choice for Consumers
• Now consumers make
decisions based on …
– Finding alternatives through
search engines
– Opinions of their friends from
social networking
– Peer reviews through twitter
and other websites
– User generated content through
YouTube and blogs
Rachit@HappyMarketer.com
37. Emerging Web Design Trends
• “Don’t make me think”
• Simple Navigation
• Large Headlines vs lots of text
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38. Socialize Your Website
• Add social media buttons to your home page
• Add a Facebook Like box to your website
• Portal for your social media channels
Hello@HappyMarketer.com
Hello@happymarketer.com
Rachit@HappyMarketer.com
39. Strengths & Weaknesses
Strengths
•Effective for branding, sparking excitement with product
announcements,
•Information gathering from the official source
Weaknesses
•May appear ‘one-sided’, glossed over, fake
•Info may not be as ‘cutting edge’ as 3rd party sites
Hello@HappyMarketer.com
Rachit@HappyMarketer.com
43. Strengths & Weaknesses
Strengths
•It’s where the fishes are
•Repeat visitors, convenient channel to communicate
•Great for branding, short term engagement
Weaknesses
•Hard to find direction/purpose, takes time
•Not strong for conversions without significant incentives
Hello@HappyMarketer.com
Hello@happymarketer.com
Rachit@HappyMarketer.com
48. Customer Service
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Rachit@HappyMarketer.com
49. Strengths & Weaknesses
Strengths
•‘Faster than TV’, cutting edge
•Easy to use, get ideas and answers
•Used by mobile & tablet users
•Share info quickly, directly interact, listen
Weaknesses
•140 characters, time consuming, narcissistic, boring, service often
overwhelmed, low engagement levels
Rachit@HappyMarketer.com
55. Strengths & Weaknesses
Strengths
•High degree of engagement, realism, more likely to be shared and go
‘viral’
•Powerful to shape user sentiment
•Consistent content rewards consistent viewers
Weaknesses
•Costly (but high quality content almost always works)
Rachit@HappyMarketer.com
62. Strengths & Weaknesses
Strengths
•Source of ‘alternative’ views, comments = transparency, better
understanding
•Product reviews / testimonials are powerful to shape customer
sentiment
•Great for PR
Weaknesses
•Lots of clutter / overload of information
•No control over user sentiment
Rachit@HappyMarketer.com
64. Strengths & Weaknesses
Strengths
•Fast growing network
•Visually appealing
•Easy to share
Spark initial interest
Weaknesses
•Pictures must be visually appealing to attract attention
•Cluttered
•Lower degree of interactivity between brands and users
Rachit@HappyMarketer.com
81. Why is Web Content Important?
• Content engages your readers
• Content pulls your knowledge together and makes it accessible to
your customers
• Content attracts search engines
• Content brings you inbound links
• Content creates a buzz in social media
• Content is an investment that keeps bringing visitors month after
month after year after year
Rachit@HappyMarketer.com
82. Never Stop Marketing
• Every page is a marketing page
• Who is your site for … and what do they want?
• People buy benefits, not features
• The headline is the most important part of your content
• Your first paragraph is the second most important part of your
content
Rachit@HappyMarketer.com
109. Advertise
• Sponsored Ads, Facebook, Twitter
Fan Page
Web Page
Hello@HappyMarketer.com
Rachit@HappyMarketer.com
110. Socialize Your Website
• Add social media buttons to your home page
• Add a Facebook Like box to your website
• Portal for your social media channels
Hello@HappyMarketer.com
Rachit@HappyMarketer.com
112. Viral / Word of Mouth
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113. Make it attractive to join
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114. Show off your satisfied customers
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115. Brainstorming Time
• How can you spread the word about your social community? List
out the mediums you will use
• What’s the selling point? (“Why should I join?”)
• How big do you want it to grow? (How many fans?)
Hello@HappyMarketer.com
Rachit@HappyMarketer.com
124. Responding to comments: LOFT
• Fans complained that pants only look good on model, but not on
real people. Demanded post pictures of real people.
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Rachit@HappyMarketer.com
125. LOFT responded the next day
• Use possible threats as opportunities
• Stay calm and listen to comments: they may be valid
• Respond and act quick: stay in the conversation.
Hello@HappyMarketer.com
Rachit@HappyMarketer.com
129. A TRIBUTE TO EARTH DAY
(April 22, 2010)
The theme for April is
Environmental Awareness.
Cheers is launching an
application that serves as an
awareness on how to maintain
the balance of a pond’s eco-
system which will make
healthy water for fish and
other living community in a
pond.
An ECO FRIENDLY FUN
ACTIVITY for users keep the
balance in the eco-system to
stop water pollution and act
fast. Thus, we named the
application as the Cheers Act
Fast Challenge.
Rachit@HappyMarketer.com
130. Go Wild Over
Football
w/ Cheers
June 1 to July 9, 2010
Extended till July 12th
Rachit@HappyMarketer.com
132. World Cup Finals
(July 11/12 SGT)
SPAIN scored the 1st and only goal of the World Cup 2010 at 4:57 am.
14 people was up, some cheered some wept using our wall…
Rachit@HappyMarketer.com
134. June 2010 interaction went to > 100 interactions.
March’s highest interaction was 65.
Avg. interaction would be 35 per month.
Month Interaction Comments Like
June 496 249 241
May 373 162 205
April 365 190 170
March 500 296 193
March 2010
Rachit@HappyMarketer.com
136. Activity Time!
• How will your company constant engage fans?
• What resources will you use? Self generated content? Other
resources?
• How often will you release content?
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Rachit@HappyMarketer.com
146. Activity
• What action or decision do you want your customers to do
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147. Attract
Size of Community
Quality Conversations
Revenue Generated
Goal: Utilize metrics to make
better business decisions
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148. Web Traffic
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151. Size of Active Community
• The number of Facebook fans, Twitter followers
• Blog posts, comments
• The number of pictures, videos, article views
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152. Quality of Conversations
• Did you learn anything from your customers? Did they
learn anything about you?
• Reviews?
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Rachit@HappyMarketer.com
153. Revenue Generated
• Sales from events, contests, and products promoted
through social media
• Reduction in marketing expenses
• Set the right expectation about revenue
Hello@HappyMarketer.com
Rachit@HappyMarketer.com
154. What We Do
About Happy Marketer
Rachit@HappyMarketer.com
155. What is Happy Marketer?
• Search & Social Media Consulting Company
– Focused on bringing market leading thought leadership
in Web Marketing to APAC clients
– Vibrant Training/Consulting arm – trained over 1500
professionals in less than 2 years
– Google AdWords & Analytics Certified Partners
– Singapore’s Leading Google Analytics & Enterprise SEO
Consultant
– Strong, long-term partnerships to fulfill client needs in
Search, Social Media & Web Projects
– Dedicated to Transparency of Processes, Progress and
Billing with Clients
Rachit@HappyMarketer.com
157. Our Role in Client Needs
Training
Skills
Consulting
Strategy
Integrated Services
Implementation
Rachit@HappyMarketer.com
158. Training Offerings
We’ll Train Your Staff in Practical Social Media Skills, and
run Tactical Think Tanks for your Management Teams
Rachit@HappyMarketer.com
159. Training – Building Skills & Direction
Client’s Management
Happy Marketer
Client’s Marketing Managers
Search, Web or Social Media
Agency
Rachit@HappyMarketer.com
160. Types of Trainings
• Website & Search Marketing • Social Media
– Management Think Tanks – Tactical Workshops
– Campaign Planning – Campaign Planning
– Search Optimization – Facebook Pages
– Search Advertising – Facebook Buzz Campaigns
– Display Advertising – Twitter & Microblogging
– Web Analytics – Youtube & Video Marketing
– Website Usability – Apps Features & Usability
– Web 2.0 & 3.0 Features – Web Video Production
Rachit@HappyMarketer.com
161. Consulting Support
We’ll take stock of your Social Media assets, Analyze
& Monitor competition, Help manage your Social
media Agency & Provide Constant Expert Advice
Rachit@HappyMarketer.com
162. Consulting – Creative, Planning & Monitoring
Happy Marketer’s Consultants
Client’s Management
Client’s Marketing Managers
Search, Web or Social Media
Agency
Rachit@HappyMarketer.com
163. Types of Consulting Support
• Search Strategy • Creative Direction
• SEO Audits • Spend Audits
• SEM Audits • Policy & Processes
Search Social
Analytics Web
• Web Analytics • Website Usability
• Online Reputation • Sitemaps &
• Digital Strategy Revamps
Rachit@HappyMarketer.com
164. Integrated Campaigns
We’ll run end-to-end Social Media campaigns that
attract new fans, absorb them into your universe
and activate them to become customers
Rachit@HappyMarketer.com
165. Integrated Campaigns - Execution
Client’s Management
Happy Marketer’s Consultants
Client’s Marketing Managers
Search, Web or Social Media Agency
Rachit@HappyMarketer.com