From the PCAM breakout session on 11/12/10 in Lansing

1. The New Marketing
Paradigm:
Moving from Push to Pull
Kevin Krason
CEO, Biznet Internet Solutions

2. Agenda
• Marketing Trends
• Inbound Marketing Defined
• Search Engine Marketing
• Content Marketing
• Social Media

3. Marketing Trends

4. Communication Paradigm Shift
Smoke Signals
Letters / Mail
Telegraph
Telephone
Mobile Phone
Email
Online Community
Technology continues
to change the way
humans communicate
professionally and
socially

5. Traditional Marketing…

6. Traditional Marketing is Dead

7. Change in Ad Spending by Medium
2008 to 2009
Media Type % Change
Television -9.7%
Magazine -20.5%
Newspaper -25.5%
Internet Display Ads 8.2%
Radio -26.2%
Outdoor -14.6%
According to marketingcharts.com, “US Ad Spend Plunges
14.2%; Only Online Posts Growth”

8. Forecast: US Interactive Marketing
Spend, 2009 to 2014

9. Digital spending will
grow from 17% of U.S.
ad industry revenue in
2008 to 25% by 2013.

10. Top online marketing thought leaders stress
the importance of Inbound Marketing
Seth Godin: Content
Marketing is the only
marketing left.
Rohit Bharagava:
The real secret to
great marketing is
creating compelling
and useful content.
Brian Clark:
Online, great content
is effective advertising
and smart marketers
are the new media.
David Meerman Scott: Getting
customers used to mean
interrupting people with
product messages. Today it’s
all about compelling content.

11. You Ought to Know Inbound
Marketing

12. Outbound vs. Inbound Marketing
OUTBOUND (Push) INBOUND (Pull)
Telemarketing Search Marketing
Trade Shows Blogging
Direct Mail Social Media
Email Blasts RSS/Content Syndication
Print Ads / Press Releases Articles, Ebooks, White Papers
Television / Radio Videos / Presentations
Inbound Marketing is desired, impactful,
targeted, and extremely cost effective.

13. Inbound Marketing is more Cost
Effective

14. 65% of CMOs stated that in the
current economic climate, it is
easier to secure organizational
“buy in” on new media/social
media programs than it was one
year ago.
Business Wire survey of 81 chief marketing officers and senior
marketing professionals directly responsible for managing their digital
agency as well as their organization’s digital marketing budget

15. New media/social media
channels are becoming more
critical
77% stated they will take on a
greater focus in their overall
interactive strategy
“Business Wire survey of 81 chief marketing officers and senior
marketing professionals directly responsible for managing their
digital agency as well as their organization’s digital marketing
budget.”

16. Search Engine Marketing
(SEM)

17. Americans conducted 15.7 billion searches
in August, 10.3 billion on Google
comScore Explicit Core Search Share Report*
August 2010 vs. July 2010
Total U.S. – Home/Work/University Locations
Source: comScore qSearch
Core Search Entity
Share of Searches (%)
Jul-10 Aug-10 Point Change
Total Core Search 100.0% 100.0% N/A
Google Sites** 65.8% 65.4% -0.4
Yahoo! Sites 17.1% 17.4% 0.3
Microsoft Sites 11.0% 11.1% 0.1
Ask Network 3.8% 3.8% 0.0
AOL LLC Network 2.3% 2.3% 0.0

18. Search Marketing is Economical

19. Spending on SEM will reach
$26 billion annually by 2013

20. SEM Growth Factors
Growth driven by:
• Increasing advertiser focus on accountability
and ROI
• Increase in small to mid-sized businesses
using SEM
• Greater consumer usage of search utilities
• Better targeting and niche offerings
• Increase in competition

21. Organic (SEO) vs. Sponsored
(PPC)

23. Organic Search Ranking Factors:
Content and Relevancy
Keywords
Page Rank
Alexa Ranking
Backlinks

24. Keyword Analysis

25. Google Page Rank

26. Alexa Ranking
Alexa is owned by Amazon and tracks
40 million websites. These 40 million
sites are ranked based on Alexa's
ability to track visitors. Your site's
Traffic Ranking number provides a
guideline of how well your website is
doing relative to others on the web.
The lower the number the better.

27. Backlinks
Backlinks are the number of
links from other websites that
are pointing to your website
that the search engines has
given your site credit for. This
number will always be lower
than the total links out in the
digital marketplace.

28. Know Your Stats?

29. Organic Search Pros
• No cost-per-click on search engines
• Greater credibility
• Produces 75% of clicks resulting from
search engines

30. Organic Search Cons
• No guarantee of link placement on search
results page
• Limited keyword use, dependent on
content
• Requires writing skill to properly
incorporate terms

31. Pay-Per-Click Pros
• Tracking
• Instant results
• Real-time keyword changes
• Any budget
• Geo-demographic targets

32. PPC Cons
• Price of keywords
• Competition keyword use
• Determining which words to purchase

33. Technical Site Optimization
(often called SEO)
•Optimize each page with keywords
Some places keywords are used:
•Titles
• Copywriting
• Headers
• Meta tags
• Image tags
• Site map

34. “Behind the Scenes” Optimization

35. Measuring Tools
Website Traffic (Google Analytics)
User Demographics (Quantcast)
Search Results
Page Rank (PR)
Alexa Rank
Backlinks
Indexed Web Pages

36. Content Marketing

37. What is Content Marketing?
The art of listening to your
customers wants and needs and the
science of delivering content to
them in a compelling way.

38. Content Marketing Continued
Developing and sharing relevant and valuable content to
educate, earn trust, and engage customers with the objective of
driving profitable actions
• Creates thousands of links from external credible websites
back to your website
• Improves your website's reputation and credibility with search
engines
• Improves your rank on search engines
• Presents you as a thought leader in your industry
• Provides potential customers with value
• Drive Website Traffic
• Generate New Leads and Sales

39. Common Content Types
• Videos
• Articles
• News Releases
• PowerPoint Presentations
• How-To's
• White Papers
• Wiki Material
• Blog Posts

40. Content Marketing:
Measuring Reach
• 1 in 3 articles goes viral =Distributed to more than 10,000 sites
• Impressions range from 0 to millions depending on publishing property
• Website statistics will identify referral sources - can quantify resulting traffic

41. Content Marketing Program
Elements: Measurement & Reporting
• Online brand mentions
• Breadth of content distribution
• Influence on Search Engines
• Impact on website traffic
• Website rankings
• Leads
• Sales

42. Content Marketing Example
Biotivia.com has up-to-date press releases on their website.
Each release contains a link to the Biotivia website. They
also submit these press releases to distribution sites which
increases their reach.
This press release from Biotivia.com has been found on 26,500 pages. This
means a link to the Biotivia website is on each of these pages.
This press release has been found on 8,490 pages.
Source: Google.com

43. Content Marketing Example
1,220 External Properties Linking Article to Product
Source: Google

44. This is the profile for the
MonavieCorporate YouTube channel.
They sell acai berry juice, a healthy
antioxidant.
There are 1,207 subscribers to this channel
There are 24,582 channel views, while each video
posted has thousands of views each
A detailed About Me section and link to
the website is included in the profile
YouTube
Example

45. Article Example

46. Social Media Marketing
(SMM)

47. What is Social Media?
Face to Face networking or
Word-of-Mouth Marketing
in a virtual world

48. What is Social Media?
• Engagement and relationship building with prospective
customers in a virtual environment
• Uses online tools to share and discuss information and
experiences with others
• Integrates technology and social interaction through
words, pictures, videos and audio
• Builds relationships and trust as users share stories and
experiences
• Uses conversations through networking to share
experiences, links, and information about a company,
product or service
• Must provide value to be effective

49. What can Social media
do for you?
• Identify and create prospects
• Create brand awareness
• SEO via link building
• Public relations services
• Relationship and network building
• Establish thought leadership
• Create Business Leads

50. Social Media is for B2B and B2C
Source: HubSpot State of Inbound Marketing Report

51. Social Media Tools
• Blogging, micro-blogging, & RSS (open platform,
Wordpress, Blogger)
• Wikis, & web office tools (Internal or public)
• Social networks, (such as Facebook, MySpace,
LinkedIn, etc)
• Social bookmarking, social news sites (such as
Digg, StumbleUpon, Reddit)
• Online photo sharing, (such as Flickr &
PhotoBucket)
• Podcasting/videocasting, (YouTube, iTunes, etc)

52. 50% of Social Media activity happens on
properties you’ve never heard of.

53. Social Media: Quick Facts
• 49% of social media (SM) users log on daily
• 31% agree SM is more credible than ads
• 61% research purchases with SM
• 36% use SM for purchasing decisions
• 40% are talking and learning from specific orgs
• 25% of users “feel better” about companies using SM
• 89% of users use SM more/same as last year
Source: CNW Group and Leger Marketing

54. Social Media is a Key Driver in
Brand Awareness and Affinity

55. Social Media: Measuring Reach
• 75% of US Adults use Social Media
• 70% of US online Adults are “spectators” of social media content
• Each Social Media “creation” equates to 10+ quality impressions
(ex. 1,000 engagements= 10,000 impressions)
Creators 1,000
Conversationalists 1,375
Critics 1,542
Collectors 833
Joiners 2,458
Spectators 3,208
Total Impressions 10,417
Social Media Impressions

56. Social Media:
Internal & External Uses
Social media tools built into the website to
compliment, reinforce, and strengthen
an online presence (blogs, forums, etc.)
External websites which leverage social
media tools (often exclusively) to
communicate with others (Facebook,
Twitter, LinkedIn, etc.)

57. Social Media Process
Three phases of an end to end program:
• Listening: Discovering real-time, relevant, impactful conversations
• Measuring: Monitoring, analyzing and tracking those conversations
• Engaging: Active dialog with customers and tracking/ tagging
comments for further use
Listening Measuring Engaging

58. Before You Start SMM: Listen
Listening is done in order to better
understand how to engage niche target
markets in sites that include public opinion
such as:
• Blogs, micro-blogs, life-streams
• Forums, communities, wikis, niche networks
• Over 50% of all online social media
conversations are on small, niche platforms
that only specialized tools can find

59. Social Media:
Measurement & Reporting
• Social Media Engagements/Influence
• Online brand mentions
• Influence on Search Engines
• Impact on website traffic
• Website rankings
• Leads
• Sales

60. Choosing Your Properties
• Know your market
• Know the property’s functions
• Appropriateness & etiquette
• Legal limitations & liabilities

61. Engagement Example: Forums
Source: http://www.abc-of-fitness.com forum

62. Engagement Example: Twitter

63. More Twitter Examples
Twitter reveals
many users
discussing and
sharing
information
about natural
laundry products
Source: Google

64. There is a great opportunity on Facebook to engage in the health community.
Facebook Opportunities

65. This is an example of
connecting with people
via Facebook, provoking
thought and driving
traffic to a website
Positive
comments
48 likes after only 4
hours
The link to the
website is prevalent
Facebook Example

66. Content
Maximizing Inbound Marketing:
Search, Content and Social Media
In order to effectively use inbound marketing
you must leverage multiple channels!

67. Questions?

68. Thank you!
Kevin Krason
kkrason@biznetis.net
248.560.9000
Twitter.com/kevinbiznet
LinkedIn.com/in/kevinkrason