A Guide to Digital Marketing (Social Media)

OLDMAN

“…because experience matters”

www.yaxpacppt.comwww.oldman.sg 2OLDMAN

Who WeAre

“OldMan is a digital marketing agency

that focuses on results based marketing.”

www.yaxpacppt.comwww.oldman.sg 3

OBJECTIVE

Helping businesses reach

their full potential.

PHILOSOPHY

We help you.

You help us.

VISION

Leader in delivering results

based marketing strategies

around the world.

MISSION

Drive cost effective Online

Marketing into the industry

OLDMAN

More than 10 years of digital experience,

helping companies and friends grow their

businesses.

Ernest TanVastly experienced in product marketing and

relations management, helping companies look

into their business strategies.

AC Tang

Email: [email protected]: 9011 9084

Email: [email protected]: 8298 4699

mailto:[email protected]

mailto:[email protected]

Agenda

• Why Digital Marketing is the way to go in the

new fiscal year

• The Key Points

• Website

• Marketing Channels

• Marketing Secret Weapon

• LinkedIn


What is Digital Marketing?

Simply Marketing your

services on the internet


The World is Changing

Real estate agent clients advertise only exclusively

on PropertyGuru, iProperty, etc.

• Amount of properties in the newspapers

are a lot less than what it used to be.

Employers are getting better results using sites

like JobsDB and Jobstreet.

• Job seekers submit resumes on listings

in the above sites.

This is the future



Rethink Your Marketing Budget



0

10

20

30

40

50

60

70

80

H1 2009 H2 2009 H1 2010 H2 2010 H1 2011 H2 2011

Total Online

Display Ads

Search Ads

Source: Pricewaterhouse Cooper & IAB Singapore

Traditional media eyeballs are dropping rapidly where online ads are growing.


“The report concludes that

Singaporean companies missed

out on a potential SG$809.9 million

(US$661.2 million) in sales

generated via social media in

2012.”


From 217 Singapore Companies &

50,000 Singaporeans

Rock Publicity

UNTAPPED Industry

Very low competition when you search

for services on search engines

Should not let your competitors get ahead of you.

It’s TIME TO RETHINK YOUR

MARKETING BUDGET STRATEGY.



1. Your Website

1. Your Website

This is your company’s image, your shop front.

Massively affects your effectiveness of your conversions.

Factors that are important:

• Colours (changes visitor’s mood) and design

• Layout

• Easy to use and navigate

• Mobile sites that works on mobile phones


http://www.petersbuss.se/


Bad Example #1 (Split Personality)

http://www.shmarketing.co.uk/


Bad Example #2 (Flash Navigation)

http://www.mikeroweworks.com/


Bad Example #3 (Is this a game?)


Which would you trust?

OR


Good Example #1 (Classy, Luxurious)


Good Example #2 (Emotional, Clean)


Good Example #3 (Mobile Responsive)


2. Your Marketing Plan

Targeted Traffic

Methods that will give you TARGETED traffic.

SEO - Search Engine Optimization

SEM – Search Engine Marketing

SOCIAL MEDIA


SEO (Search Engine Optimization)

Usually the most

targeted form of

traffic.

Most people don’t

click after the

first 5 rankings

Applies to Bing,

Yahoo and Google


1. Page Optimization

• Title <title>

• Header tag <h1> <h2>

• Meta Description (tags don’t work anymore)

• Layout Structure (content on the top left)

• Keyword Density


SEO (Search Engine Optimization)

Only trust reputable SEO companies

• Social Platforms (Facebook, Google Plus, Twitter)

• Web 2.0 sites

• Structured quality links

• Proper anchor link density

Don’t do blackhat!

• No spam links

• Get penalized

• Examples


SEO (Be Careful)

SEM (Search Engine Marketing or PPC)

Allows you to advertise on

banner ads from other

websites, specific

keywords, and

competitor’s keywords.

• Fast

• Pay Per Click

• Good for short

campaigns


Competitor SEM

Bid on your competitor’s keywords and have your ads show up when

customers search for them

COMPETITOR

CLIENTS

YOUR COMPANY



• You need to have a mature account

• Ridiculous min bidamounts

• Lower page quality score

• Don’t believe the recommended bids

• Tracking is a must (You can setup goals)

• Sales

• Enquiry

• Page visited

• Goes into Youtube/Blogs/General websites

• Monitor your account, prevent from click fraud

SEM Criteria

3rd

Facebook PageFacebook Ads (PPC)

Social Media Marketing (Top Platforms)

9th4th

YOUTUBE TWITTER FACEBOOK


Twitter Follow PageContent Syndication

YouTube PageViral Videos

Social Media Marketing


Why have Facebook if I’m a B2B company?

Wouldn’t it look bad if I have very little likes?

I don’t have time to maintain and update the page.

Social Media Marketing


Couple examples of why it matters!

Would you buy things from this site?


Seems legit

Don’t know if products

are updated

Don’t know if there are

people behind the shop

Can they be trusted?

How about now?


• Picture of people behind the company

• Updated content on their timeline

• Social proof

Would you use services from this company?


Design seems clean and

professional, but why the big

empty space on the right?

A lot of if’s.

Can they be trusted?

How about now?


Social Media Marketing (Credibility)


Why have Facebook if I’m a B2B company?

For credibility which helps convert

potential clients from skeptics to believers.

Wouldn’t it look bad if I have very little likes?

There are very specific campaigns that you

can setup to get people to like your page.

I don’t have time to maintain and update the page.

Outsource to companies that can maintain

add relevant news to your page. Moderation too!

Costs much lesser than a headcount.

Marketing Secret Weapon




• Newsletters or Email blasting• Brochures • Flyers • Mailbox



REAL TIME COMMUNICATIONWITH YOUR CLIENTS



NEW OPPORTUNITIES FOR YOURBUSINESS

MobileApps


• Fastest growing industry• Real time communication• Convenient and fast• Guards are down when using the phone• Still very untapped! Lots of room for

opportunities


Groupon

MobileApps Case Study


Groupon




Singapore Budget 2013!

MobileApps


Be the first to notify your clients about new solutions, new

computer hardware using PUSH functionality.

Promos and cheap deals.

Have real time analytics on the move.

Reach a new demographic of people.

Less competitive new platforms like Windows Apps

(upcoming Blackberry).

Give incentives for installing app.Drive SEO/SEM/Social traffic to app.

Why LinkedIn?

Many of your LinkedIn connections can

introduce you not only to business

influencers and partners, but also refer

your company to new customers


Why LinkedIn?

200 million professionals and growing…

Cost Per Click (CPC)

Cost Per Thousand Impressions (CPM)


Why LinkedIn?

Uniquely precise targeting by industry, group, designation, company, geographic, demographics…

Do your offer reallyapplicable to everyone?


LinkedIn Company Pages

Employees, your walking

advertisement

Followers

Social Media Property


LinkedIn Company Pages


INCREASE your Presence

Participate strategically in LinkedIn groups

Join the quality groups & participate

Post discussions

Post Polls


Don’ts

SPAM

Public Sales Pitches


Do’s

Always be professional


SocialMedia ReadyTime (S.M.R.T)


Many are in THERE!


Your Customers are THERE!


Your Partners/Associates are THERE!


Your Competitors are THERE!


Are you THERE yet?

That’s It!

Thank You for your attention!


OldMan Marketing Pte Ltd

Skyline Building

192 Waterloo Street

#06-05

Singapore 187966

p. +65 8298 4699

e. [email protected]

Call us 8298 4699

CONTACTUS


A Guide to Digital Marketing (Social Media)

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