Managing Customer Relationships Online
-
Upload
emery-kaufman -
Category
Documents
-
view
25 -
download
2
description
Transcript of Managing Customer Relationships Online
Managing Customer Relationships Online
Simon Dye Chartered Marketer, DipM,MBA,FCIM,MAMA
10th February 2010
My perspective:My perspective:Winner of Business Link’s Gloucestershire
Lifetime e-business Award 2004
Past Chairman of the Chartered Institute of Marketing’s Gloucestershire Branch
and South West Region
CommunicationCommunication
Your potential customers will NOT buy from you until they:
Find You Learn About You Trust You
Lord Leverhume had it Lord Leverhume had it easyeasy
In 1910 the founder of Unilever plc said:
“Half of my advertising budget is wasted and if I could discover which half, I would save it.”
Chartered Institute of Chartered Institute of Marketing Primary Marketing Primary
ResearchResearch
Primary Website Traffic Effectiveness Research
• Researched 207 websites • All UK based websites• 42% Large & 48% SMEs
Marketing Mix ROIMarketing Mix ROI
0
1
2
3
4
5
6
7
Sear
ch Eng
...
Pay P
er C
lick
Affilate
s PR
Outdo
or
Direc
t Mail
Mag
azin
es
Radio
Newsp
aper
sTV
Cost Effectiveness
(Chartered Institute of Marketing – 2003/6)
Research Conclusions:Research Conclusions: Use multi- element approach to
maximise awareness:
Search Engines, Paid Per Click, Affiliates
most cost effective combined marketing mix elements
Changing TimesChanging Times
Customers Changing Prospects Changing Businesses Changing Markets Changing
Customer Service Customer Service ExperienceExperience
Social network purchasers are driving the marketing process
Ignoring the TV, newspapers and radio elements of the marketing mix
Now segmenting their media consumption and decision making processes with blogs, RSS newsfeeds and customer reviews.
2010 Website Traffic 2010 Website Traffic DriversDrivers
Google UK 30.7 %Facebook 14.7 %Bing 12 %YouTube 10 %Yahoo 9.7%Twitter 9.5 %
(Hitwise Oct 2009, comScore Jan 2010)
What is an Organic What is an Organic Listing?Listing?
An “organic” listing is a “normal” listing in a search engine
FREE search engine Site has been crawled by a “spider” Been indexed under the keywords
found in the web pages The site is showing in the free results
What is Search Engine What is Search Engine Optimisation?Optimisation?
The key word is OPTIMISATION Making it possible to index the site by
the search engines by identifying keywords most used by the target audience
Identifying and including keywords into the source code of the web site
KeywordsKeywords
Unless you have a great brand name people will not type your name in to search engines when searching for your website.
They WILL search for their needs, wants or benefits that they are looking to satisfy.
These are the correct “Key Words” that you MUST target to maximise your traffic.
Pros and Cons of Organic Pros and Cons of Organic ListingsListings
Advantages: 85% of searchers click organic listings Once you’re there– enduring You can improve your ranking against
keywords Free !
Disadvantages: Slow- will take time to be crawled and
indexed Up to 6 months – the “Google Sand Box” Long term approach
Google’s CURRENT Google’s CURRENT ranking requirementsranking requirements
URL include keyword: www.YourKeyword.com
Title area: word count from 7 to 9 is suggested
Meta Description area: word count up to 18 is suggested
Heading areas: word count from 2 to 17 is suggested
Google’s CURRENT Google’s CURRENT ranking requirements:ranking requirements:
Link Text keyword frequency from 1 to 7 is suggested
Alt Tags: up to 60 words is suggested Body Text area: word count from 481 to
608 is suggested Total word count from 583 to 917 is
suggested for the page as a whole
Link Popularity Score: 1 to Millions
Google’s AdWordsGoogle’s AdWords
Bid for “click throughs”Your ranking is dependent on: Optimisation of your landing page
for your keywords Conversion ratio of your campaigns How much bubbly you are prepared
to donate to Google's AGM Page file size- SPEED
Pros and Cons of Pay Per Pros and Cons of Pay Per ClickClick
Advantages of PPC: Fast inclusion in search engine listing – few hours Only pay when link is clicked Takes you directly to the relevant page Included under your selected keywords Budgets can be set and adhered to Detailed reports on activity
Disadvantages of PPC: Can be very expensive, month on month Short term gain Can be complex to manage a large number of campaigns Open to fraud Searchers prefer to click on “Organic” results Your ad disappears when your budget is finished
SEO v PPC ROISEO v PPC ROI
Paid search:50% are getting Returns in excess of
300%.22% are getting an ROI of 500% or more.
SEO:68% are getting a return in excess of
300%. 40% are getting a return of 500% or more.
(Neutralize SE Report 2007)
Google CasinoGoogle Casino
AdWords is 85% PROFIT Own the Casino building No gambling scrutiny Own the RuleBook You don't even know if your
competitors are using the same deck of cards
4 Types of Matching4 Types of Matching
• Broad- default brand awareness- buy tennis shoes and tennis sneakers trainers
• Phrase- nearly- red tennis shoes • Exact- tennis shoes • Negative- cheap tennis shoes
Costs of Click Throughs are Costs of Click Throughs are risingrising
PPC expensive, Fraud is growing Ever more competitive Paying for your ignorance Google owns the House, Rulebook
More results the betterMore results the better
Barack ObamaBarack Obama
Won the presidency in a landslide victory (margin of nearly 8.5 million electoral votes)
Converting everyday people into engaged and empowered volunteers, donors and advocates through social networks, email advocacy, text messaging and online video.
Barack ObamaBarack Obama
Raised record sums - over £376m altogether,
£94m in September 2008 alone From more than 2.5m
individuals, many giving small but regular sums.
Barack ObamaBarack Obama
E-mail: 13 million people on the e-mail list who received 7,000 variations of more than 1 billion e-mails
Donors: 3 million online donors who contributed 6.5 million times
Barack ObamaBarack Obama
5. Using familiar tools- there is a social network for every distinct social niche.
There also are umbrella networks that span all interests. Facebook, MySpace, LinkedIn.
Barack ObamaBarack Obama
Web site: 8.5 million monthly visitors to MyBarackObama.com
2 million profiles with 400,000 blog posts
35,000 volunteer groups that held 200,000 offline events
70,000 fundraising hubs that raised $30 million
Barack ObamaBarack Obama
Video: Nearly 2,000 official YouTube videos
Watched more than 80 million times, with 135,000 subscribers
442,000 user-generated videos on YouTube
Barack ObamaBarack Obama
Mobile: 3 million people signed up for the text messaging program
Each received 5 to 20 messages per month
Phone Calls 3 million personal phone calls placed in the last four days of the campaign
10 Lessons from Obama’s 10 Lessons from Obama’s Social Media Campaign Social Media Campaign
1. Laddering support through tiers of engagement – understood that it needed to provide a variety of ways for people to be involved in the campaign based on their level of engagement.
Barack ObamaBarack Obama
2. Empowering super users – Offered further support to its most committed advocates.
Tracked volunteers and took note of their most reliable activists.
Identified these connectors early and gave them the tools to activate others.
Barack ObamaBarack Obama
3. Providing source materials for user-generated content – MyBO contained videos, speeches, photos and how-to guides that gave people the raw materials they needed to create their own compelling content in support of Obama.
Barack ObamaBarack Obama
4. Going where the people are – 60 % adults in the USA belong to a social network, most do not belong to more than one.
If you want to reach them, you have to know where they are and connect with them there.
Barack ObamaBarack Obama
5. Using familiar tools- there is a social network for every distinct social niche.
There also are umbrella networks that span all interests. Facebook, MySpace, LinkedIn.
Barack ObamaBarack Obama
6. Ensuring that people can find your content – Your content is posted but can anybody can find it? Can you convert anybody with it? No.
Created simple sites with the URLs of popular search terms to increase the likelihood that they would be found.
Barack ObamaBarack Obama
7. Mobilizing supporters through mobile devices – 90% of Americans within 3 feet of their cell phones 24/7.
People still read more than 90% of their text messages, while pages of e-mails sit unopened in inboxes.
Text messaging and the mobile Web offers an opportunity to reach supporters directly anywhere they are, any time of the day.
Barack ObamaBarack Obama
8. Harnessing analytics to constantly improve engagement activities –
Kaizen – the concept of constant improvement. Tracked the success of every email, text message and site visit, using analytics tools that are inherent digital communications.
Each ad, email was created in multiple versions (e.g., different headers, buttons vs. links, video vs. audio vs. plain text) to test what worked, didn't.
Barack ObamaBarack Obama
9. Built online operation to scale – Feb 07, Obama met Netscape founder and Facebook board member Marc Andreessen to learn how social media could power the campaign.
Spent more than $2 million in 2007 on hardware and software foundation for the social media operation. Built an enterprise-level system that was ready to scale to millions of supporters.
Barack ObamaBarack Obama
10. Planning the campaign – The Obama campaign core online team of 11 people with total staff of 30, which increased toward the election.
While previous campaigns had treated online advocacy as an add-on, Obama campaign integrated social media into all elements of the organisation.
LinksLinks
• http://www.edelman.co.uk/edelman-insights/archive/edelman-analysis-obama-vs-mccain-2008
• http://www.guardian.co.uk/media/2008/nov/10/obama-online-strategy
• http://www.guardian.co.uk/politics/2009/feb/18/thomas-gensemer-online-election-campaign
• http://econsultancy.com/blog/2938-how-charities-can-learn-from-obama-s-online-campaign
• http://www.cbc.ca/technology/story/2008/12/04/felesky-rahaf.html
• http://www.digitalcommunitiesblogs.com/web_20_convergence/2009/04/the-man-behind-obamas-online-e.php
• http://www.wired.com/politics/law/news/2008/03/obama_tools
Good Luck!Good Luck!
Any Questions?Any Questions?
Slides at Slides at www.searchclinic.orgwww.searchclinic.org
Simon DyeSimon Dye- - Chartered MarketerChartered Marketer, , DipM,MBA,FCIM,MAMADipM,MBA,FCIM,MAMA
Dr SearchDr Search Principal Consultant at the Principal Consultant at the Search ClinicSearch Clinic24 Charlton Drive, 24 Charlton Drive,
Cheltenham, Cheltenham, [email protected]@searchclinic.org GL53 8ES, 01242 521967 GL53 8ES, 01242 521967