IMS 418 : EXAM 1

Nearly all mistakes social media marketers make can be traced back to what?

"shooting from the hip" or making decisions based on best guesses and gut intuition. Intuition is important, but the best intuition is built from a fundamental understanding of a system.

Search Engine Optimization

(SEO) The things your brand can do to improve your results on search engines. To be the top link on google search results

What does a search engine do?

*information retrieval*: A user query prompts engines to return results, which are ranked hierarchically using trust and relevance signals *web crawling*: browses the web in a methodical and analytical manner *indexing*: pages are analyzed by titles, headings, and specific fields; this is the fastest form of search

Adword Auction and Placement

-advertisers indicate their "bids", or pay per click rates -advertisers only have to pay the amount that the next lowest bidder said that they'd pay (only have to pay just enough to beat the competition) -want to show more relevant ads to users Factors -bid amount -expected clickthrough rate -landing page experience (relevant and original content, easy to navigate, transparent) -Ad relevance -Impact of Ad formats (how user-friendly your link will be on the serp) Factors go together to get an adrank score -a low adrank score may not even gain a position in the ad space

How an Ad is served with Real Time Bidding

-audience opens publisher's site -browser opens a connection to the publisher's server -server assembles content for the page -requested content is returned to the page in the form of HTML -browser interprets and renders the code -a line of the code will tell the server to consult an ad server for an ad -Publisher's ad server then considers... -does this opp to show an ad work from one of my premium inventory buyers? -is there anything that I know about the consumer viewing this content that will help me decide which ad to publish -if ad space is not pre-reserved, they may put the opportunity on the open ad space market.... -server connects to an SSP (supply side platform) -SSP asks questions like have we seen this consumer before, what does my data provider have to say about this consumer? -sends ad request off to an ad exchange -ad exchange communicates and connects with potential buying systems -advertisers can say how much they will pay to display an ad to a certain demographic of consumer -advertisers in milliseconds decide if they want to advertise in this space or not -agency ad server tracks performance of an ad

Rich Snippets

-the additional information available when search results are presented, such as ratings, authors etc. -these matter and will improve your SERP and CTR! Affects CTR more than search results, it's more for the consumer -as a business, give Google as much information as possible; photos, hours, location, reviews, etc -can set up your business to show up on the side as a business through Google Business which provides many rich snippets

MODULE 2 OBJECTIVE: Describe key elements of SERP

-title -description -site links -URL -rich snippet

How can you apply the Consumer Decision Journey to develop insight about moments of opportunity for a Social Media Marketer

1. Prioritize Objectives and Spending - Focus investments on most important points of CDJ and target right people 2. Tailor Messaging to address one specific weakness 3. Invest in consumer driven marketing - dont buy media, get properties that attract customers (websites, social media, blog) 4. Win the In-Store Battle - consumers wait to puchase until in store, packaging and aesthetic need to be appealing 5. Integrating all customer-facing activities - departments of company need to work together and communicate

Explain the Hype Cycle

Cycle that most emerging technologies follow. Takes more than 10 years -important to know what is going to be transformational and what is simply hype Cycle Goes like this: 1. (Start) Innovative Trigger 2. (UP) Peak of Inflated Expectations 3. (DOWN) Trough of Disillusionment 4. (Up a little) Slope of Enlightenment 5. (Steady) Plateau of Productivity

RankBrain

Google algorithm which uses artificial intelligence system that helps process its results. Uses machine learning. A part of Google Hummingbird

SUCCESs *Framework 4*

S: simple U: unexpected C: concrete C: credible E: emotional S: stories s Ways to make marketing stick

SERP

Search Engine Results Page

Why would it be smart to buy an ad through facebook?

They track users to see what they search, and can display ads that directly interest that person.

Indexing

linking search terms to sites

MODULE 2 OBJECTIVE: Choose good short and long-tail keywords

short tail keywords are more competitive, but tend to be used more often as search terms (once you get on the first page, this could be very beneficial); high traffic possibilities long tail keywords are more specific and can help your customer acquisition rate; searches may be less common but more likely to show up when those searches happen; less traffic to site but it may be more interested customers; probably more valuable generally keywords should be around 5 phrases

White Hat SEO

the practice of optimizing website results in search through the ethical and strict application of search engine best practices and guidelines

Programmatic ad buying

the use of software to purchase digital advertising as opposed to the traditional process that involves RFP's, human negotiation and manual insertion orders.

Search Queries

the words that users type into the search box

MODULE 2 OBJECTIVE: understand basic elements of HTML and their relation to Search

title, heading, lists, and meta tags keep all these tags relevant to improve search results -*meta tags:* used to specify page description, keywords, author of the document, last modified, and other metadata; used by search engines for keywords (<meta name="keywords" content="..."> --> *GOOGLE IGNORES META TAGS THOUGH*

Pay with a tweet

two guys let people pay for their book by sharing it on social media. Shows the value of someone's social network

Describe the qualities of social media that differentiate it from traditional media

used to be a "one-to-many" communication and now it's "many-to-many"

Klout

uses social media analytics to rate its users according to their online social influence using a "Klout Score" which has a numeric value between 1 and 100

Grey Hat SEO

using blackhat SEO sparingly enough to avoid punitive measures employed by search engines

MODULE 2: 50 Google Search Tips & Tricks article

site:_______.com will let you search results on google that are only on that specific website find GIFs by going to images, search tools, any type and say animated When you come across an article that requires you to pay for a subscription, simply just copy and paste the headline of the article into Google Search you can use a minus symbol to narrow down your search a bit and exclude certain results that don't fit within your parameters 50 Google Search Tips & Tricks *I DONT THINK WE NEED TO KNOW THESE ALL* CRAIG LLOYD02/15/2015 While Google has moved on from just being a search engine and dipped into other markets, like mobile devices and even robotics, its roots still deal with searching the internet to find what you're looking for. Here are ten Google Search tips and tricks that you may not know about. Searching for something on Google is pretty easy; you type in a word or phrase and Google will pop up results. Sometimes you easily find what you're looking for and other times you have to dig a little deeper. What you may not know is that you can type in more than just plain words into Google. In fact, using more than just plain words in your search can possibly lead to better and more relevant search results. Plus, you can take advantage of a ton of other Google Search features that go well beyond just the text box. Google supports a ton of cool tricks that you can use in order to be better at searching for something and quickly find what you're looking for. Using things like boolean terms and even some symbols can help you perform better searches on Google, and by the time you get done going through this list, you'll be a Google Search master (or a reasonable facsimile thereof). Google-Search Without further ado, here are 50 Google Search tips and tricks to help you more easily find what you're looking for on the internet. Advertisement Search Specific Websites This is perhaps my most-used Google Search trick, and it allows you to perform normal searches, but the results that you get back will only be from a specific website that you specify in the search bar. By typing in site:gottabemobile.com and then your search term, Google will spit back results only from GottaBeMobile.com (or any other website you specify). google-search-1 This is a great search trick to use if you saw an article in the past on a specific website, but forgot what the title was. Or if you want to look up a how-to and are loyal to a specific how-to website, this tricks works well for that too. Find Animated GIFs Animated GIFs are the best. They can convey our emotions much better than any regular text could, and they're great to just watch over and over again. Using Google Search, you can search for only animated GIFs. Advertisement google-search-2 Simply perform a Google Image Search and then click on Search Tools below the search bar. From there, click on where it says Any type and select Animated from the drop-down menu. At that point, only animated GIFs will appear in the search results, although the GIFs won't be animated until you click on one to view it. Bypass Website Paywalls Many news websites have paywalls, which block you from reading an entire article unless you pay for a subscription. Usually those subscriptions are fairly expensive and not worth it if you just want to read that one article. However, there's a way around it using Google Search. google-search-3 When you come across an article that requires you to pay for a subscription, simply just copy and paste the headline of the article into Google Search, and then click on the search result that pops up for that article. It'll take you to the full article without you having to pay a cent. Advertisement Exclude Certain Results If you want to search for something, but want to make it a bit more specific, you can use a minus symbol to narrow down your search a bit and exclude certain results that don't fit within your parameters. google-search-4 Advertisement For instance, I want search for jaguars, but not the car brand. To do this, I simply type in jaguar -car and I'll get results without car references in them. Use Asterisks as Wild Card Words If there's a popular phrase that you can't remember fully, you can use asterisk to your advantage and search for the entire phrase in Google. google-search-5 Add an asterisk within a search as a placeholder for any unknown words. Type in something like a * saved is a * earned and you'll get back different variations of the popular saying you can use two periods to set a range use quotation marks for exact matches

Tell the difference between Paid, Earned, and Owned Media *Framework 3*

(aka the Digital Marketing Trifecta) *Framework 3* Earned Media: social share without paying for anything -sharing -reposting -reviews Owned Media: paying to own a web property but not paying to put it in front of people -websites -mobile sites -social media channels Paid Media: paying for someone to see an ad -pay per click -display ad -retargeting -paid influencers -paid content promotion -social media ads * Key is to leverage all for a comprehensive marketing strategy

Constant Consideration Infographic

*CONSTANT CONSIDERATION*: In today's world of unlimited connection, brand consideration can be won and lost at any point. Even after purchase Search activity of more than 10,000 new vehicle buyers Only by expanding their brand strategy to all the moments that matter can auto brands grow sales and long-term loyalty (Pre-Market, In-Market, Post-Market) - Customers form brand opinions long before they are in-market. - Once in-market, they often discover or switch to the brand they ultimately buy. - Post-purchase, brand opinions continue to shift over the course of ownership.

Apply extrinsic or intrinsic motivation as a social media strategy

*Extrinsic*: reward a customer for purchasing or giving a recommendation *Intrinsic*: Give an opportunity to a customer who you know is already interested in your product to purchase

MODULE 1: Framework 5: Facebook Study

- people who post on fb about realtionships are insecure, post about gym sessions/healthy meals are egotistical - By manipulating the feed of fb, they were able to affect the user's mood - People post in order to get a reaction - people post about their health regimen in order to get positive reinforcement, about their relationships because they crave support - The Social Network is the best audience insights and analysis tool we have ever had in our history. Data can reveal more about consumer needs and wants than any form of research ever created before it

Choosing Keywords

-2-4 word phrases -do your research.. focus groups, surveys, etc. -avoid single word terms. Too broad, too competitive -Avoid terms that are too broad -avoid terms that are too specific -avoid unpopular terms -avoid highly competitive terms -you do not need to specify keywords in the meta tags of your site -use longtail keywords (such as "how to clean a carpet" vs "carpet cleaning")

Paid Ad Best Practices

-Be brief, be relevant -be local (if appropriate) -be promotional/discount -use ad extensions -be careful with superlatives (!, all caps, etc) -Eye Grabbing Headlines -Clear CTA -use a feature-benefits matri to develop copy -Use punctuation at the end of line 1 -don't be repetitive -consider symbols

The Trifecta Overlaps

-Earned and Owned Media: SEO & Brand content drive earned media (sharing) and traffic -Earned and Paid Media: Propel sharing and engagement with paid promotion -Paid Media and Owned Media: Gain more exposure to web properties with SEO and PPC -The middle of all three: Gain more exposure to web properties with SEO and PPC

Paid Search Ads

-Typically on google, these are are the results with the green box that says "ad" under it -cannot pay for high google ranking of search results, but can pay for your results to show up in the "ads" zone at the top and bottom of the page -winners of the space based on if they with the "auction", which doesn't only include money.

Infographics

-easily shareable -work as linkbait for companies that don't want to create their own.

Internal Linking

-linking other sites from yours makes google associate them together -you can internally link to your own content creating a backlink, but be careful because too much of this can be considered blackhat SEO

Backlinks

-links on other websites that will lead back to yours -websites with blocks generate 97% more indexed links than sites without blogs.

MODULE 2 OBJECTIVE: describe the history of search engines

-started out as directories and are now search engines -in 1993 there were about 600 websites -in mid 1994 there were 2,000 websites -in comes yahoo, originally a directory containing a search engine -the end of 1994 there were 10,000 -Google came in 1996 and dominated the field

Testimonial Link Building

-writing testimonials on your site will be recognized by the company and could produce a backlink -creates more index association with google

MODULE 2: Google How It Works (Matt Cutts)

-you're not searching the web, you're searching google's index of the web (which is only about 5%) -use "spiders", which start by fetching a few web pages and then follow links on those pages and fetch the pages they point to, and so on and so on -google asks questions.. how many times are the keywords found on this page, are they in the title? the url directly? synonyms? spam website or high quality? -looks at page rank (rank of how important a page is based on its backlinks) -combine all of these to produce each page's overall score and then send it back to the searcher

Top 5 Most expensive Keywords in google Adwords advertising

1. Business Services 2. Bail Bonds 3. Casino 4. Lawyer 5. Asset Manager

MODULE 1: Mary Meeker Graphs

1. Global SmartPhone units slowing dramatically - More Android smartphones worldwide than IOS - Shipments slowed from about 700 in 2012, to 150 in 2015 - Phones are now good enough and not improving fast enough for people to need a new one each year 2. Millennial Social Network Engagement - Facebook highest amount of average minutes per month - Shows image sharing is more popular than status updates with Facebook, Snapchat, and Insta being used more monthly than twitter and linked in

The Consumer Decision Journey *Framework 1*

1. Initial Consideration 2. Active Evaluation (Researching potential Purchases) 3. Moment of Purchase (closure) 4. Postpurchase 5. Possible Loyalty Loop 3 areas that changes in the way consumers made buying decisions were noticed: 1. Brand Consideration - the number of brands under consideration during the active-evaluation phase may now actually expand rather than narrow as consumers seek information and shop a category 2. Empowered Customers - outreach of consumers to marketers has become more important than outreach of marketers to consumers - They pull info helpful to them, dont respond to marketers pushing info at them 3. Two types of loyalty - Active loyalists: stick with brand AND recommend it - passive loyalists: stick with a brand without being committed to it

List the new and improved marketing frameworks

1. The Consumer Decision Journey 2. Moments of Truth 3. The Trifecta 4. The SUCCESs Model 5. Social Media, Motivation, and Maslow's Hierarchy

Key Take Aways about Link Building

1.) Developing quality content will get you more backlinks 2.) Focus on domains with high value 3.) Make your process scalable

Methods for link building

1.) cornerstone posts 2.) infographics 3.) outreach strategy 4.) broken links 5.) internal linking 6.) testimonial link building.

MODULE 2: Google's code

2 billions lines of code version control system called Piper hosts the codebase (*should we watch the video too? 30 mins clip*)

MODULE 1: Edelman Report of 2017 Trends

2017 Trends: A turning point for immersive content: -Video content -Augmented reality -Wearables with purpose Paid media will drive a new world of efficiency and accountability: -Traditional media companies will accelerate their digital transformation -Brands will shift investment to channels that are digital but tangible -Multi-channels will continue to integrate -Measurement will attempt to keep up Influencer marketing will drive business impact: -Measurement evolving -Mass influencer deal becomes more complex than ever -Rise of micro influencers and engaged audiences -Strategic amplifications will be critical to the success of influencer programs -Influencers will become/create their own brand Evolution of SEO OTT entertainment industry -"Over the top" video systems like Netflix and hulu Bots and the evolution of conversational experiences Effective B2B marketing will force internal alignment

somewhere around _____ of all traffic on the internet comes through Google

91%

Describe what makes a "social business."

An organizations use of social media, social software and technology-based social networks to enable connections between people, information and assets. These activities could be internally focused within the enterprise or externally focused toward customers, suppliers and partners. Ex. 1. Social media: Facebook, LinkedIn, Twitter, 2. Social software: Instant messaging, wikis, blogs, enterprise collaboration platforms 3. Technology-based social networks: employee and community forums

Display Ads

Banner ads and other paid ads on non-SERP pages -keywords matter -auctions take pace -not based on search terms, but on content that is on the site and the profile of ther person viewing it -few people click on them (those who do tend to be more poor and less educated) -ad block interferes -many clicks are accidental -

Broken Links

Be sure to replace broken links on websites with quality content

MODULE 2: Black Hat SEO article

Black Hat v. White Hat v. Gray Hat SEO Black Hat Techniques 1) keyword stuffing overusing keywords to improve search results 2) meta tag/description stuffing 3) cloaking (coding websites so what search engine crawlers see is different from what users see. Ok if the website has little to no text [images or java]) 4) hidden text (unreadable white text on white background) 5) article spinning (duplicating content and rewriting it to have more pages) 6) doorway pages (pages utilizing keywords with little content to drive to another link/redirect) 7) duplicate content (article spinning or plagiarism) 8) unnatural links/link farming (buying links from 3rd parties) 9) comment spamming (including comments with backlinks to your own site) 10) parasite hosting (clicking on a link and being taken somewhere completely different) 11) Google bombing (creating content to negatively impact competitors, such as fake negative pages)

MODULE 1: End of Advertising as we know it

Brands should aim to solve real problems by providing connected services over 265 days, and by inventing new businesses that benefit people, not just the brand. Business ideas from the least expected players and angles will disrupt your brand faster than advertising can save it Advertising as we know it has come to an end. Shift from old world order to new world order: 1. From Integrated to Connected: Leverage connections you make with your audience (Ex. Red Bull Stratos: consists of a team of scientific experts all converging to prove man can survive the speed of sound in freefall.) 2. Form Brand Story to People Story: If you tell as story as a brand, don't make it about YOU. Tell stories about real people, so viewers are able to connect. Use the power of your brand to reflect the truth. (Ex. The Real Beauty Sketches for Dove) 3. From 360 to 365: instead of measuring by the size of the surface or the number of media channels campaign can cover (360 communication) it should be measured by its longevity, ambition, and the impact it could have on society (365 days). (Ex. TXTBKS: Sim card text books for Philippine kids in need of education 4. From Media Disruption to Business Invention: . We should use our creativity to provide better businesses and solutions rather than trying to disrupt what people are doing (ads). (Ex. Instead of doing a promotion to boost sales, take a look at the business and maybe the real problem is the cost of the business and the structure around it. (Ex. Awake by Amazon: digital service idea that benefits the user, the brand, and contributes to society.)

Keyword Match Types

Broad: formal shoes Modified Broad: formal +shoes Modified broad: +broad +shoes Phrase: "formal shoes" Exact: [formal shoes]

MODULE 1: The Cluetrain Manifesto

Came out in 1999. The original thinking that helped shape modern social media. Hasn't changed since. Only pointing it out because it is crucial to this field. Not required reading, just need to know it exists. http://cluetrain.com/ -Marketing use to be all about demographics (one voice) and now it's a conversation -95 theses to shake up the world → these were radical ideas at the time -it was the beginning of digital marketing... where things began to take off

CTR

Click Through Rate 18% of clicks are on the first link on Google's SERP

MODULE 1: Forrester

Customer Life Cycle as a new approach to the dying Funnel Customer Life Cycle: Customers relationship with a brand as they continue to discover new needs, explore other options, make purchases, and engage with the product/service experience after purchasing. What is looks like: http://blogs.forrester.com/f/b/users/1483379/capture.gif Why it is the right approach: 1. The customer is at the center - priorities/budgets will change singularly to respond to the customers needs -Each phase of the life cycle is about what the customer does and needs, not what the marketer seeks to acheive - Better data will help brands meet customers needs in the right place, with the right content, at the right time. 2. It considers the complete brand experience - Earned media, In-store, Website - encourages marketers to think beyond traditional activities and sales numbers and focus more on the whole experience, especially customer engagement and satisfaction 3. A purchase does not often equate to loyalty - loyalty has to be earned and nurtured on ongoing basis - purchase is not an automatic ticket to a return purchase

MODULE 2: Dark Web & Deep Web (3 articles)

Dark Web v. Deep Web Dark Web: (dark internet) a collection of websites that are publicly visible, but hide the IP addresses of the servers that run them. Deep Web: (invisible web) all pages a search engine cannot find; includes the dark web and more -Dark Web uses *Tor* encryption tool for sites to hide their IP address and for the public to access these sites -->most people using Tor are using it to hide their browsing habits and not to access the dark web -example in first article of the dark web was The Silk Road (drug website) -Ross Ulbricht -4% of www content is "surface web" (visible) and 96% of www content is "deep web" (invisible) FINAL ARTICLE -argues that the deep web is more like a deep nook and Tor hidden sites account for 0.03% of the whole web -dark web isn't all bad, some are using it to talk freely

MODULE 2 OBJECTIVE: Explain the Deep/Dark Web

Deep web: all pages a search engine cannot find; includes the dark web and more; sites that require a password; web pages that are not indexed for search Dark Web: use Tor to be invisible to search engines & hide their IP address; not all bad but one bad example is the Silk Road (Ross Ulbricht)

MODULE 2: Moz article

Each year, Google changes its search algorithm around 500-600 times (known as commits) There are some major updates that can affect drastically search results For search marketers, knowing the dates of these Google updates can help explain changes in rankings and organic website traffic and ultimately improve search engine optimization

MODULE 1: Harvard Business Review Article: Branding In the Age of Social Media

Every brand's goal with social media is to create *BRANDED CONTENT*. A presence online that allows you to forge relationships directly with customers. Most brands fail at this, and social media has actually made them less significant. Social media has given people across the world, who were once so geographically isolated come together based on similar interests creating *CROWDCULTURES*. Crowd cultures create tons of genres that fill every entertainment gap imaginable and brands have trouble competing with that. 2 Different kinds of crowdcultures: -Subcultures: ideas and practices (3-D Printing, Coffee) -Art Worlds: where artistic minds gather in inspired collaborative competition. These generate major creative breakthroughs and is the reason branded content attempts have failed. Approach to branding that crowdculture encourages: *CULTURAL BRANDING*. 1. Find an innovative ideology to follow as a brand that breaks cultural conventions. (Ex. Chipotle as fresh food, when fast food was big still) 2. Locate disruptions in society that cause this orthodoxy to lose traction (Reports of how bad fast food is) 3. Target the crowdculture associated. (Ex. massive movement focused on revival of preindutrialized food) 4. Promote new ideology (chipotle launched 2 videos based on going "back to the start" with food) Went beyond mere entertainment 5. Continuously innovate and update using cultural flashpoints

HTML

Hyper Text Markup Language <title> </title> (titles) and <h1> <h2> <h3> (headings) are important for SEO

What are micromoments?

In Framework 2: Moments of Truth Google- those "small" moments that are an opportunity for them to make your life easier when you search something For the marketer, its the small moments you can address a consumer's needs with real-time relevance (anytime, anywhere) 4 kinds: - I want to know - I want to go - I want to do - I want to buy Be there when people search for these things

Influence of ranking factors in Google's algorithm (Moz)

In descending order 1. Domain Level Link Features 2. Page Level Link Features 3. Page Level Keyword and content based features 4. page level keyword agnostic features 5. engagement and traffic/query data 6. domain level brand metrics 7. domain level keyword usage 8. domain level keyword agnostic features 9. page level social metrics

MODULE 1: Survey of Social Business

In order for a social business to function, they have to have social business maturity (the breadth and sophistication of its initiatives. Need to find the driver of that maturity Key Findings: SOCIAL BUSINESS GROWS DEEP ROOTS 1. People see social business as important today and in the future: ( 73% say today, 90% in future) 2. Measurement sophistication is proving its value: -90 % of maturing social companies measure their social business efforts - anecdotal evidence plays a major role in demonstrating the value of social business. 3. Social business is not just B to C - 60% B to B companies say that social business is affecting business outcomes while 68% B to C say the same 4. Employees want to work for companies that excel in social business - 57% of respondents say social business is somewhat important to their choice of workplace SOCIAL MEDIA MATURITY TRANSLATES INTO VALUE 5. Social business maturity is related to the number of results companies acheive - The higher respondents rate their companies on a social business maturity scale, the more they report that social business creates real value. THREE drivers to advance social media maturity: 1. Using social business data to help make decisions 2. Having leadership vision based on belief that social efforts can change the business - 90% of mature social business respondents say they beleif this 3. Moving social business beyond marketing to realize that vision: Some companies are using social business to: Spur innovation, improve leaders, manage talent, and integrating it into operations

SEO Process (then & now)

In the early days of search, things were as simple as 1. Pick keywords (make them up) 2. Put them on your page 3. Wait for the traffic Now, Google reads the page, there are so many factors

Examples of things currently in each stage of the hype cycle

Innovation Trigger: 4D printing Peak of Inflated Expectations: Autonomous Vehicles Trough of Disillusionment: Augmented Reality Slope of Enlightenment: Virtual Reality Plauteau of Productivity: ???

Place Internet trends in the context of the hype cycle curve

Innovation trigger then peak of inflated expectations then trough of disillusionment and then the slope of enlightenment then the plateau of productivity (middle, up high, down low, flattens out) ex: augmented reality is sliding into the trough

What company committed Black Hat SEO and was punished by Google?

J.C.Penney's search engine consulting firm SearchDex; they scattered thousands of links across hundreds of websites that were irrelevant or didn't exist punished by not showing up on Google's top results

Describe the key Internet trends in business for 2015

Know the Mary Meeker Slides (just one or two) and talk about it; ie: Millennial Social Network Engagement

MODULE 2: Search Engine Land article

Major Google Algorithm Updates: *-Google Hummingbird -Google Mobile Friendly Update *-Google Panda Update -Google Penguin Update -Google Pigeon Update -Google Payday Update -Google Pirate Update -Google EMD (Exact Match Domain) Update -Google Top Heavy Update

Attribution Problem

Marketing Attribution: The science of determining what media are driving purchases -difficult to assign credit or allocating dollars from sale to the marketing touch points that a customer was exposed to before their purchase Examples of problems (in descending importance) -Matching online campaigns to online and offline conversions -reconciling data from disparate sources (online, offline, CRM, marketing automation systems) -staffing necessary to do the analysis -tracking cross device/cross platform advertising and marketing exposure -measuring attribution

MODULE 1: Harvard Business Review: Marketing Is Dead

New possibilities of peer influence-based, community-oriented marketing. The buyer's decision journey is no longer relevant, consumers are doing their own research in their own way. Old marketing is dead. New marketing critical pieces: 1. Restore Community Marketing: allow buyers a place to ask opinions on products from peers, giving them to approximate the experience that product will give them 2. Find Customer Influencers: Find who influences your target consumers, and make sure they talk up your brand 3. Help your consumers build their own social capital: Build their affiliation networks, increase their reputation and give them access to new knowledge 4. Get customer advocated involved in a solution you provide: Use peer influence to persuade in a more subtle way. (Ex. in order to stop teen smokers, the State of Florida sought out "cool kids" that wanted to quit and instead of pushing a message at them, they asked their opinion and input)

What brand uses Real Time Marketing?

Oreo. When they created a video in support of gay pride.

organic search results vs. paid search results

Organic search results are the results that come up due to google's algorithm when you search for something. Paid search results are ads that companies have paid for to the right of the organic search results.

Describe all four "moments of truth" *Framework 2*

P&G Concept & *Framework 2* 1. *The Zero Moment of Truth* -concept, developed in the mid-2000s, is built on P&G's model and describes the moment of brand interaction BEFORE a consumer is physically facing a product or service -initial consideration set; by the time you go to a store and that consideration set, decisions have already been made -they recognize a need and go online to look at potential considerations -*trigger* 2. *The First Moment of Truth* -developed by P&G in 1995, this is the "wow" moment when a consumer is first facing the physical product or service. For example, in P&G's world, this would be when you first see the product on a shelf -*see the product for the first time* & the alternative 3. *The Second Moment of Truth* -the first and subsequent moments you *use a product or service* ;focusing on the experience 4. *The Third Moment of Truth* -*post purchase experience* when you talk about what you bought

largest portion of digital marketing spend (followed by..)

Paid search (followed by display ads) (note: display ads are coming back!) both require different strategies

MODULE 2: RankBrain article

RankBrain is Google's name for a machine-learning (computer teaches itself) artificial intelligence (as smart as humans) system that's used to help process its search results it's part of Google's algorithm (like wheels on a car) Google's current algorithm name is "Hummingbird" PageRank is part of the overall Hummingbird algorithm that covers a specific way of giving pages credit based on the links from other pages pointing at them. 200 ranking signals; Signals are things Google uses to help determine how to rank webpages. RankBrain is the 3rd most important signal Google's most recent addition

MODULE 2 OBJECTIVE: know how to optimize for search, snippits (schemas), and other major factors

SEO Factors (article): 1) domain factors 2) page-level factors 3) site-level factors 4) backlink factors 5) user interaction 6) special algorithm rules 7) social signals 8) brand signals 9) on-site webspam factors 10) off-site webspam factors which factors should YOU focus on to get higher rankings for your site: 1) Include your target keyword in the beginning of your title tag. 2) Write at least 1500 words for content that you're trying to rank in Google. (content length) 3) page loading speed 4) keyword prominence and position 5) page authority / pagerank 6) domain authority 7) link relevancy 8) dwell time 9) responsive design 10) thin or duplicate content Domain Level link features is most important according to Moz

Schema

Schema.org provides a collection of shared vocabularies webmasters can use to mark up their pages in ways that can be understood by the major search engines: Google, Microsoft, Yandex and Yahoo! Schemas are used to improve rich snippets?

SEO

Search Engine Optimization a marketing discipline focused on growing visibility in organic (non-paid) search engine results

MODULE 1: Google Trends

Shows what people are people are using google for at any moment in time. (oreo & real time marketing) Shows that this week, all but 12 states favor Hillary Clinton over Trump, WOOHOO. Ohio is one of the 12, boo. Top trending question on Hillary Clinton the past day: How Healthy is Hillary Clinton?

MODULE 1: Gartner: Digital Marketing Landscape

Some argue that Digital Marketing has become synonymous with Digital Business. Digital business is the creation of new business designs by blurring the digital and physical world Different practices on transit map: Search Creative: design and aesthetic Ux: User experience (Ex. Apple's intuitive design, no instructions) Commerce: Purchasing online (Ex. Pinterest buyable pins) Social: Social media, Communication with people Analytics Mobile Emerging Tech: Ex. Augmented Reality Strategy: Online Strategy Mkting Management RT Data Ad Tech: Sending right ad to right person at right time

What is an RSS Feed and how do you use it?

Stands for Rich Site Summary. Uses web feed formats to provide users with regular updated data from their favorite web sources. Subscribing to a website RSS removes the need to manually check that website for updates. Subscribe by entering a feed's URI into the RSS reader, or by clicking on the browser's feed icon (orange square with radiating wifi bars to the right)

MODULE 1: Ted Talk: Clay Shirky

Technologies don't become socially valuable until they become technologically boring. (Ex. Cell Phones. Everyone has it, therefore it is not exciting, yet it is very valuable) Social media marketers then need to focus on the technology that is boring. Everyone will have it, and your voice will be heard more. Obama Campaign site example of a mature use of media. Used it to respond to complaints in a mature way.

MODULE 1: Harvard Business Review: Marketing Can No Longer Rely on the Funnel

The Funnel is too linear. Now, with the internet as a key player, customers can jump stages of the buying process, stay in one forever, or move back and forth. (Ex. Online shopping: Awareness to consideration to purchase in just minutes. Marketers don't have time to sway you) Customers now go searching for the info they need before they buy. Ex. Sephora. Noticed that recommendations from peers has bcome important for buyers so they created an online community where people can access every area of the funnel in one place. Customers can ask questions of professionals and their peers about brands, products, and techniques. Customer Decision Journey as alternative to the funnel, but there are weaknesses: -IT IS: circular instead of linear, instead of starting at the top and going through the bottom, customers move through an ongoing set of touchpoints before, during and after purchase WEAKNESSES: - the focus is on the decision of the customer when the experience the buyer goes through is what brings them to buy, so the focus should be on making that great - the connection between purchase and advocacy. You no longer have to be a buyer of a product to be an advocate... people just share and talk about what is trendy One solution is the Customer Engagement Journey: - shift from focusing on the transaction to focusing on the realationship - Developed by chief brand officer at visa - transactions occur in context of the relationship rather than relationships occurring in context of the transaction (Ex. Visa mapped out entire family's trip from US to Mexico. Not all stops involve transactions but the all involve relationships) Products should be able to market themselves or have marketing built in (ex. Google asks "What products deserve marketing" rather than "how can we market this product") ? confusing ENABLE and EMPOWER rathe than persuade and promote Choose a model that addresses: 1. The multi dimensional nature of social influence 2. Non-linear paths to purchase 3. The Role of advocates who arent consumers .4. The shift of ongoing relationships beyond individual transactions

Explain why the funnel no longer works as marketing model

The funnel implies a slow process of narrowing down choices until choosing the product/service, but today, there is never a narrowing down of choices. We are now in an era Google calls "the era of constant consideration, where brand consideration is equally likely to be lost or won right up to the point of purchase. The linear nature of the funnel is problematic. In the buying process, due to the internet, people can now jump stages, stay in a stage forever, or move back and forth. Consumers can also walk themselves through the buying process now, by searching for what they need to know online, so that part of a marketers job is no longer necessary.

Explain The Marketing Funnel

The idea is that the role of the marketer is to help the customer move from the top to the bottom of the funnel. 1. Build awareness of a product 2. Move some of those folks into the consideration set - where they prefer your product/service 3. Then ultimately convert them for a purchase. This describes consumer behavior that no longer exists, due to the growth of social media.

MODULE 1: CDJ: Article 1

The story of a lighting company, which we will call Global Light, that radically changed its go-to-market approach based on the study of the CDJ in its industry. Did 5 steps to define CDJ in company: 1. Interview Customers 2. Gather publically available data on search activity and traffic patterns 3. Purchase additional multidimensional media as needed 4. Examine own site data 5. Identify and Analyze trends Transformed its customer experience to include new steps: - Inspiration: customers use online channels to find, create, and compare ideas - Sharing: customers post projects, case studies, opinions, and experiences using a variety of digital media: social media, email, and websites - Specification: current view of this could be broadened to include more dynamic options

What was the first search engine and when did it come about?

Yahoo. 1994. It was originally a directory, which happened to have a search bar. No one actually used a search bar at first.

Data Management Platform

a data warehouse. Software that sucks up, sorts and houses info and spits it out in a way that is useful for marketers.

MODULE 2: PageRank

an algorithm used by Google Search to rank websites in their search engine results named after Larry Page, one of the Google founders PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites. PageRank is part of the overall Hummingbird algorithm that covers a specific way of giving pages credit based on the links from other pages pointing at them. Constantly being updated to -provide more relevant results as new technologies/insights develop -to stay one step ahead of those who would otherwise game the system

Black Hat SEO

black hat SEO professionals try to fool search engines into thinking that their website is more relevant, popular, and/or useful than it actually is

Real Time Bidding

buying and selling of online ad impressions through real-time auctions that occur in the time it takes a webpage to load

Social Media, Motivation and Maslow's Hierarchy *Framework 5*

collection of insights that are summaries of what we know about motivation behind what social media activity Top 10 Reasons people use social media (in descending order of majority): 1.) stay in touch with what my friends are doing 2.) stay up to date with news and current events 3.) fill up spare time 4.) My friends are on them 5.) General networking with other people 6.) to find funny or entertaining content 7.) share photos or videos 8.) share opinion 9.) meet new people 10.) research/find new products to buy MOTIVATIONS: *Intrinsic:* Motivation from internal drivers, undertaking an activity for a hobby, for the fun of it. For your own satisfaction. *Extrinsic:* Motivation from external factors that drive you to do things for tangible rewards or pressures One is not better than the other but it is important to know when extrinsic or intrinsic motivation is the better motivation to appeal to for our desired audience. Intrinsic Motivation for Social Activity in terms of Maslow's Hierarchy of needs (pyramid, 1 is the top): 1. To Define yourself: Personalization 2. To gain status: Points, levels, recognition, rewards 3. To bond with others: Social context 4. To provide something useful to others: Group discounts, corwd sourced data 5. To gain something useful: Tools, apps, financial incentives Another way to remember the pyramid... 1.) self-actualization 2.) esteem 3.) love/belonging 4.) Safety 5.) Psychology

Cornerstone Posts

combination of blog posts, or a guide to create where all knowledge on a topic is in one place -creates share links while also promoting a brand

Explain why social media has rewritten the rules of marketing

companies don't tell us what we want anymore; consumers are telling companies what they want; it's a two way communication process; marketing is more focused on the consumers needs and wants rather than what marketing wants to achieve

Ad Exchange

digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through a real time auction. Typically used to sell display, video and mobile ad inventory

What is it that you need to do in order to optimize for search?

examples -keyword use, speed -rich snippets -personas for your site -authoritative sites linking to yours -update site often -optimum amount of content (between 2000 and 2500 words) -outbound and inbound links -user friendly layout -useful content -mobile optimized

MODULE 2 OBJECTIVE: What makes Google's PageRank algorithm special?

looks how many relevant links are linked to the page; no one knows the exact rules on how to best optimize (Google won't tell us); *instead of looking for words, PageRank looked for links*

Outreach Strategy

reaching out to those who may backlink to you