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Managing Customer Relationships Online

Managing Customer Relationships Online Simon Dye Chartered Marketer , DipM,MBA,FCIM,MAMA 10 th February 2010. My perspective:. Winner of Business Link’s Gloucestershire Lifetime e-business Award 2004

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Managing Customer Relationships Online

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  1. Managing Customer Relationships Online Simon Dye Chartered Marketer, DipM,MBA,FCIM,MAMA 10th February 2010

  2. 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

  3. Session Contents Online Marketing Social Media Marketing

  4. Communication Your potential customers will NOT buy from you until they: Find You Learn About You Trust You

  5. Lord Leverhume had it easy 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.”

  6. Chartered Institute of Marketing Primary Research Primary Website Traffic Effectiveness Research Researched 207 websites All UK based websites 42% Large & 48% SMEs

  7. Marketing Mix ROI (Chartered Institute of Marketing – 2003/6)

  8. Research Conclusions: Use multi- element approach to maximise awareness: Search Engines, Paid Per Click, Affiliates most cost effective combined marketing mix elements

  9. Changing Times • Customers Changing • Prospects Changing • Businesses Changing • Markets Changing

  10. Customer Service Experience Social network purchasers are driving the marketing process Ignoring the TV, newspapers and radioelements of the marketing mix Nowsegmenting their media consumption and decision making processes with blogs, RSS newsfeeds and customer reviews.

  11. 2010 Website Traffic Drivers Google UK 30.7 % Facebook 14.7 % Bing 12 % YouTube 10 % Yahoo 9.7% Twitter 9.5 % (Hitwise Oct 2009, comScore Jan 2010)

  12. Search engines ranking Jupiter Research- 2003/7

  13. What is an Organic 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

  14. What is Search Engine 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

  15. Keywords 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.

  16. Pros and Cons of Organic Listings 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

  17. A web page is like an iceberg

  18. Source Code

  19. Google’s CURRENT ranking 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

  20. Google’s CURRENT ranking requirements: Link Text keyword frequency from 1 to 7 is suggested Alt Tags: up to60 wordsis 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

  21. Google’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

  22. Pros and Cons of Pay Per Click 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

  23. SEO 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)

  24. Google 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

  25. 4 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

  26. Costs of Click Throughs are rising PPC expensive, Fraud is growing Ever more competitive Paying for your ignorance Google owns the House, Rulebook

  27. More results the better

  28. So how important can social media be? Barack Obama

  29. Barack 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.

  30. Barack Obama Raised record sums - over £376m altogether, £94m in September 2008 alone From more than 2.5m individuals, many giving small but regular sums.

  31. Barack 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

  32. Barack 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.

  33. Barack 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

  34. Barack 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

  35. Barack 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

  36. MyBarackObama.com

  37. MyBarackObama.com

  38. 10 Lessons from Obama’s 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.

  39. Barack 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.

  40. Barack 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.

  41. Barack 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.

  42. Barack 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.

  43. Barack 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.

  44. Barack 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.

  45. Barack 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.

  46. Barack 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.

  47. Barack 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.

  48. Links 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

  49. Good Luck!Any Questions?Slides at www.searchclinic.orgSimon Dye- Chartered Marketer, DipM,MBA,FCIM,MAMADr Search Principal Consultant at the Search Clinic24 Charlton Drive, Cheltenham, doctor@searchclinic.org GL53 8ES, 01242 521967

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