Internet Marketing, a practical approach

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1 Internet Marketing, a practical approach th Guangzhou - 27 June 2012 David Esteban / Country Manager Asia / 大卫艾斯特万亚洲地区经理

2 SUMMARY - Internet : the new global media. - OnLine Marketing - Internet Brand Tracking: What Internet thinks about you. - Bloggers (and microbloggers): The New Influencers - Social Media: Social Marketing on Social Media tools. - Get on top: SEO, SEM and its synchronization

3 INTERNET - New Media - Network = multiple connections - Sharing experiences or information - Global searches = Global market - Multimedia - Bidirectinal comunication - Lower costs. - Easily reachable information. - Sincere opinions. - Experts = Influencers. -...

4 INTERNET BRAND TRACKING What Internet thinks about... - You / your brand / your company / products - Market / trends / competitors Search engines / Forums / Blog / Mentions...

5 INTERNET BRAND TRACKING - Market + competitors + trend study - Categorize the buzz - Find field-specialized webs/blogs - Identify and track influencers - Calculate the most suitable keywords

6 BLOGGING - Blog (web+log) : discrete entries ("posts") regularly updated - Born in the 90's but the term was universally accepted on By Genre: health, travel (also known as travelogs), gardening, fashion, education, music, technology... - By media-type: vlogs, linklogs, photoblogs, podcasts... - Corporate blogs: Internal and external

MICRO-BLOGGING - Micro Blog : Blogging in a restricted amount of characters - Common platforms - Exchange small elements of content such as short sentences, individual images, or video links - Born

7 MICRO-BLOGGING - Micro Blog : Blogging in a restricted amount of characters - Common platforms - Exchange small elements of content such as short sentences, individual images, or video links - Born in 2006 in US, Weibo ( 微博 ) arrived in China in May Twitter is the leader in the microblogging market - Sina Weibo had 56.5% of China's microblogging market - Corporate Microblogging: Yammer, etc.

8 #Hashtags & Trending Topics

9 Comments and Awards Awards Comments

10 INFLUENCERS

11 INFLUENCERS

12 INFLUENCERS - Their reach is wider and field focused - Their social networking is well developed - The audience trust them and is willing to read their updates - Their experience can help you to improve your product - Influential people can assist you in creating visibility for your product or service

13 INFLUENCERS - Launch of Soy Joy in Spain - Otsuka foods, Japan. - Collaboration with Bloggers - On-line + Off-line - Event went viral in spanish blogosphere - Appeared in Mass Media

14 SOCIAL MEDIA - Media which is used to turn communication into interactive dialogue among organizations, communities, and individuals - Relevant content will grab the attention of potential customers and increase brand visibility - You can respond almost instantly to industry developments and become heard in your field - It can be much cheaper than traditional advertising and promotional activities - Social content can indirectly boost links to website content by appearing in universal search results, improving search traffic and online sales - You can deliver improved customer service and respond effectively to feedback - Customers can find you through new channels, generating more leads - Increased loyalty and advocacy from the customers you've connected with

15 SOCIAL MEDIA

16 SOCIAL MEDIA IN CHINA

17 Mobile goes Social...

18 SEO + SEM = Get on top! SEO = Search Engine Optimization (of most representative keywords) Key Performance Indicators (KPI): - Number of ranked keyword in Top10 results (Google, Baidu, Yahoo HK / TW / JP) - Web traffic incresement - Rise of leads and sales

19 STEPS - Keyword Research: Research about the most suitable keywords of the brand and the search engine parameters.. - SEO OnPage Review: Review and optimization of the web page in order to establish a SEO-friendly environment. - Ranking Performance: Once the site has been optimized and the keywords has been identified, the organic positioning starts using link building techniques.

20 KEYWORDS RESEARCH It is an online market research that will allow us to identify the most suitable keywords for the SEO process. This research will validate the most searched keywords in a given business area and will fnd out which are the keywords with more traffc and capacity of leads/sales generation.

21 KEYWORDS RESEARCH Methodology 1) Find out the seed keywords 2) Keywords validation 3) Classification by category, subject and traffic. 4) Get the current ranking in several search engines. 5) Obtain the KEI (Keyword Effectiveness Index) 6) Obtain the KCI (Keyword Conversion Index) 7) Selection of most suitable Keywords Aims 1) Identify and Qualify the potential on-line market 2) Determination of the potential ROI of the Keywords through the KEI and KCI 3) Select the most suitable keywords for the SEO process

22 SEO OnPage REVIEW It is a review and evaluation of the website respecting to the SEO parameters used by search engines, such as Google, Yahoo or Baidu. The review will evaluate the SEO ranking of the website from 1 to 100, and will allow us to know the suitable recommendations for each analyzed parameter, providing us with a list of changes to make the website as much SEO-Friendly as possible without changing its structure.

23 SEO OnPage REVIEW Methodology 1) Positive SEO parameters analysis. 2) Negative SEO parameters analysis. 3) State the recommendations for the analyzed parameters 4) Give an evaluation to each parameter 5) Set the total evaluation for the site (1-100) 6) Check out if the website could be penalized 7) Develop the recommendations Aims 1) Get the website ready for the SEO process 2) Find out if the website could be penalized 3) Suggest the changes in order to make the site as SEO-friendly as possible

24 RANKING PERFORMANCE The generation of incoming links (link building) using the previously chosen keywords in order to reach the top positions in search engines for those keywords. These links will improve the ranking in search engines and also will bring recurrent traffic to the website.

25 RANKING PERFORMANCE Example: MBA is searched more than 1million times in Spain. Our client Todomba.com is the top organic result in Google Spain. Methodology 1) Taking the chosen keywords as starting-point: 2) Set the amount of links ADWORDS 3) Set the anchor text percentage 4) Incoming link generation within our network 5) Incoming link generation from outside our network 6) Monthly evaluation 7) Repeat steps 2 and 3 and optimize the process 8) Send the positioning report to client Aims 1) Improve the site indexation 2) Improve the ranking in search engines 3) Generate qualified traffic to the site

26 Success Cases Hotel Madrid has more than 1,220,000 searches per month, our clients Hotelessilken.com and Vinccihoteles.com are both in the Top 5 results in Google Spain MBA is searched more than 6,120,000 times per month (globally), our client Todomba.com is in first position in Google Spain Móvil (mobile in Spanish) is searched in Spain more than 1,830,000 times per month, our client Phonehouse.es is Top3 in Google Spain.

27 SEARCH ENGINE MARKETING SEM involves the promotion of websites through advertising (paid placements, contextual advertising, and paid inclusions): Google Adwords and Baidu Jingjia

28 SEO-SEM SYNCHRONIZATION As we already know the best keywords to bring qualified traffic to the website we can bid for them in the target search engine. The SEO investment must be coordinated with SEM in order to get the best ROI, as we will explain in the next slide. Consist of synchronizing the Google Adwords with the organic SEO in order to get the website on the first page of the results for the chosen keywords. This way, we synchronize SEO and SEM to bid for a keyword which still is not well positioned by SEO and we will stop bidding in SEM gradually for the keywords which are getting better positioned by SEO

SEO-SEM SYNCHRONIZATION Methodology 1) Position report for each keyword 2) Activation/Deactivation of the Adwords bids 3) Activation/Deactivation of SEO links 4) Review, update and validation of

29 SEO-SEM SYNCHRONIZATION Methodology 1) Position report for each keyword 2) Activation/Deactivation of the Adwords bids 3) Activation/Deactivation of SEO links 4) Review, update and validation of results 5) Adwords bidding prices study 6) New SEO links activation Aims 1) Guarantee the first page in Google 2) Optimize the Adwords campaigns 3) Minimize the Adwords Cost Per Clic 4) Support to the organic SEO process 7) Go back to step 1

30 OUR CLIENTS

31 OUR CLIENTS

32 OUR CLIENTS

33 Thank you for your time!

INTERNET MARKETING SERVICES (IMS)

INTERNET MARKETING SERVICES (IMS) Package Level 1 Initial Client Consultation Content Analysis Organic Search Engine Placement Set Up Analytics Account Assure SEO/SEM Basics Initial Client Consultation SEO goal setting How we identify