Future of Digital Marketing

I have seen this slide presentation from Mirko Behnert about Digital Marketing and would love to share this cool idea, about his thought and presentation, it quite interest that he divide to two sides as Industrialize and Emotionalize. The keywords in the left and right, it is key element to make campaign achievement.

For this figure, you can set up the communication strategy planning in clear path and you can priority your plan in different product cycle. One important thing, effective digital marketing campaign can't be standalone , it must integrated in order to support in different stage of searching, involvement, make purchase, retention to existing customers to secure the long term relationship. 

Coke Social Media Strategy

Today I have reviewed the "Coke's Fan First" , the approach for social media strategy, that's really amazing of their results and integrated long term campaign that we frequently see the new thing from Coke come up every month, now you can see the full campaign from this presentation.


There are some findings from this presentation as following.


 - "Share" is the key message that use in this campaign. No interrupt their audience of new promotion, new promotion or whatever that can scare to people. 
-  Continuously convey the same message as Happiness to let people feel happy and wanna share the good thing to their friends, colleagues and also family.
- Campaign based on Earnings Sustainable Relationships - leverage the existing audience and grow it for future use.

Social Media Count

The social web has exploded in the last year and below are some of the key data points that the ‘Gary’s Social Media Count’ is based on (many will be updated!).

• 20 hours of video uploaded every minute onto YouTube (source YouTube blog Aug 09)
• Facebook 600k new members per day, and photos, videos per month, 700mill & 4 mill respectively (source Inside Facebook Feb 09)
• Twitter 18 million new users per year & 4 million tweets sent daily (source TechCrunch Apr 09)
• iPolicy UK – SMS messaging has a bright future (Aug 09)
• 900 000 blogs posts put up every day (source Technorati State of the Blogosphere 2008)
• YouTube daily, 96 million videos watched, $1mill bandwidth costs (source Comscore Jul 06 !)
• UPDATE: YouTube 1Billion watched per day SMH (2009)- counter updated!
• Second Life 250k virtual goods made daily, text messages 1250 per second (source Linden Lab release Sep 09)
• Money – $5.5 billion on virtual goods (casual & game worlds) even Facebooks gifts make $70 million annually (source Viximo Aug 09)
• Flickr has 73 million visitors a month who upload 700 million photos (source Yahoo Mar 09)
• Mobile social network subscribers – 92.5 million at the end of 2008, by end of 2013 rising to between 641.6-873.1 million or 132 mill annually (source Informa PDF)
• SMS – Over 2.3 trillion messages will be sent across major markets worldwide in 2008 (sourceEverysingleoneofus sms statistics)

Keyword Strategy based on User Behavior

There are different user behaviors when they are looking for information online, searching and also action. But there are some basic category of keyword that can group segment of keywords into three type : Informational , Navigational and Transactional. I recommend to utilize all these keyword types into different stage of purchasing process.

Informational keywords are the keywords that user searching for general information, for example : weather, local guide , etc. For these keywords we can use to build up the brand awareness , branded sites can adapt the idea that generate good information in order create the favor and make the users return or recall the brand again when they are looking for specific information or products.

For this keyword type, we need to use the long tail content strategy to build the ton of contents in order to build the exposure when people searching topic related content and found our website that it might turn to our prospective customers, customers in the future.

Navigational Keywords are the keywords that user search for destination website instead of typing into Address bar. We can adapt this idea to steal the traffic away from destination site or competitor site by bidding those keywords.

For the navigational keywords, it always impact if we have very great offer deals advertise in the heat zone like top 3 ads.

Transactional keywords are the keywords that use for specific product , for example : "Canon EOS 500D Discount" , this kind of keyword will generate direct lead or sales which is highest value of keyword.

Google Real Time Search Launch!

Just few minutes ago, Google launches the Real-Time Search function that feed the content from Twitter, Facebook, Myspace, etc that embed in the Search Result under tab : "Latest Results" that you can see the screenshot following that I just seen it live here. There will be available for more keywords very soon!

You can also see more details about this new launch at Google official blog : http://googleblog.blogspot.com/2009/12/relevance-meets-real-time-web.html

New Algorithms of Google Ranking

There are some new updates of Google Algorithms that I would like to summarize as following.

Recently Matt Cutts explained Google's introduction of new ranking factor Site Speed into the algorithm, which will take into consideration how fast a site or page loads. In the future, faster Web pages will rank better than slower ones. Page speed is a factor in the search ad AdWords quality score and there is a push to make it a factor in the organic ranking algorithm, which has more than 200 factors in the algorithm, Schwartz writes. A video explains the rollout of Google Caffeine in January 2010, and introduces Site Speed. In early this month, Google introduce Closure Tools for optimizing the script in order to get high performance of Javascript code, you can get more information from this official page : http://googlecode.blogspot.com/2009/11/introducing-closure-tools.html

Also, Google start showing the site navigation, adding Site Hierarchy into search result. That you need to create a site with clear hierarchy and text links, Create a site map with links to important pages.

This is the official caption from Google Blog that will see their continuously improvement of ranking algorithms.

For the last several months, a large team of Googlers has been working on a secret project: a next-generation architecture for Google’s web search. It’s the first step in a process that will let us push the envelope on size, indexing speed, accuracy, comprehensiveness and other dimensions. The new infrastructure sits “under the hood” of Google’s search engine, which means that most users won’t notice a difference in search results. But web developers and power searchers might notice a few differences, so we’re opening up a web developer preview to collect feedback.

Best Ways to Measure a Social Media Campaign

To know how successful of social media campaign , you need to get the right measurement metrics that can judge whether is it successful or not. I always use these 5 key metrics in order to measure the social media campaign .

Metric 1 : Traffic

You need to monitor the traffic before and after you launch social media campaign, also you can analyze the source of traffic by using your analytics tool such as Google Analytics. It can know as referral source and also direct traffic and also keyword search as well.

Metric 2 : Interaction
You can measure the interaction of social media campaign by using different key measurement , for example : in Twitter, you can use Retweet figure to measure how successful in each message or campaign message that you send out each time. For the blog and also youtube.com , you can see how much people Response / Comment on your post. It will be count both negative , neutral and also positive sentiment.

Metric 3 : Sales

For the sales, if you using the Google analytics tool or other well known tool, you can determine the source of traffic which generated the sales and you can measure the return on investment, conversion rate from each visits compare to other traditional media, search marketing and also display advertising as well.

Metric 4 : Leads

Some website, there is no e-commerce transaction but it is lead generating site. You can use Lead as your major KPI to measure how successful of converting visitor from social media to be prospect buyer (lead). You can use Google Analytics and set up goal for lead in this case.

Metric 5 : Engagement

For the engagement measurement, the ideal you can measurement by using average time spent on the site that it is easier to track on the visitors who came from social media campaign (using Google analytics tool).

1 Billion Views a day at Youtube

On October 9, Youtube reached the 1 Billion Views of Video a day, there are some interesting information from CEO & Co-Founder , Chad Hurley as following.

Looking back at those early days, we were committed to some basic principles that have since become fundamental tenets in the world of online video:

• Speed matters: Videos should load and play back quickly.
• Clip culture is here to stay: Short clips are voraciously consumed and perfect for watching a wide variety of content.
• Open platforms open up possibility: Content creation isn't our business; it's yours. We wanted to create a place where anyone with a video camera, a computer, and an Internet connection could share their life, art, and voice with the world, and in many cases make a living from doing so.

Three years after the acquisition, our platform and our business continue to grow and evolve. We are still committed to the same principles that informed the site early on, but we know things have changed. As bandwidth has increased, so has our video quality. As we've started to see demand for longer, full-length content, we've brought more shows and movies to the site. There are now more ways than ever to make and consume content, and more of you are looking to turn your hobby into a real business. We're working hard to keep up with the fast pace of technology to bring you everything you would expect from the world's largest video site: better quality; a full spectrum of choices and tools for users, partners and advertisers; and ways to make the YouTube experience your own anywhere, anytime.

iPhone's Google Maps app now shows Adwords now

You may noticed the new "Sponsored Link" search results showing up when you search in Google Maps on your iPhone? These new search results are Google adwords ads. They're easy to pick out, because they use a customized icon instead of the typical push pin icon. While it's not surprising that Google is going to want to find every way possible to monetize its mapping service, it's still a little disconcerting to see these results popping up.

Given this obvious new revenue stream, it makes us wonder whether Apple wants to get in on the lucrative mapping action. Their recent purchase of the mapping service company Placebasecertainly suggests the possibility. That makes the share of Google increase significantly during the last week.

50 Best Websites in 2009 (by Time Magazine)

I just read from Time Magazine that they post the list of 50 Best Websites. You can see the full list from this URL : Full List 2009 , the first one is Flickr. Most websites are hottest websites and web 2.0 concept, such as Facebook, Twitter, Youtube, Hulu, Kayak ,etc. You will see significant different from the List from 2008. Full List 2008 , in 2008, they are few list of Web 2.0 and Communication tool like this year. 2009 is golden year of Social Media.