Final SEO / SEM Client Analysis for MARK5000

Due Monday, December 9^th to lfair@sl.on.ca.

Marked and returned with comments Friday, December 13^th

Revised report sent to client by students, cc’d to Lindsey by Monday, December 16^th.

15%

Full Project Rubric >> 

Nancy Duarte: The secret structure of great talks

Presentations with Punch: Tips for TrendsTalk

Presentations with Punch from lindseyfair

Intro to Google Analytics (Nov 11 for MCOM43, Nov 14 for MARK5000)

Overview of Google Analytics

Creating & Editing a Google Analytics Account

Step-by-Step Instructions >> https://support.google.com/analytics/answer/1009694

Lesson Review to Complete >>https://analyticsacademy.withgoogle.com/unit?unit=4&lesson=1

Setting Google Analytics Goals

Homework: (Individual Assignment)

1. Watch the Google Analytics Goals video above.
2. Reference this handout and the sample report provided in class.
3. Set up a Google Analytics account for your blog (MCOM43) and your client project (MARK5000).
4. Set up Goals for this 'campaign'.
5. Email a PDF report directly from your analytics account (conversions > goals > overview > email this report to lfair@sl.on.ca)  

Due:

• MCOM43 Wednesday, November 20 (5%)
• MARK5000 Thursday, November 21 (2.5% blog, 2.5% client)

MARK5000 Due Dates between now until the end

Free or Trial Analytic Tools You can Use

Web

• Google Analytics
• Open Web Analytics
• Yahoo Marketing Dashboard
• Piwik
• Clicky
• GoingUp
• Stat Counter
• Site Meter 

Social

• TweetReach
• Social Mention
• Twazzup
• HowSociable
• Reachli 

Web & Social

• Reinvigorate
• MixPanel
• Woopra
• Addictomatic
• IceRocket

You can also use a lot of the same tools that were used for your digital audit [here's that blog post to help you remember those]

Target Market Refresher

direct response market segmentation and lists from Lindsey Fair
[ignore the last slide about assignments - that was from a previous course]


This whitepaper has great information on why / how and when to segment well. The section on behavioural will be really helpful for the course, but more importantly once you're out in the field.

Segmentation Tools

• http://environicsanalytics.ca/prizmc2_cluster_lookup.aspx
• http://www.canadapost.ca/cpc2/addrm/hh/pending/indexp/cpALL-e.asp
• http://www.tetrad.com/pub/documents/pnesegments.pdf
• http://www.naics.com/search.htm
• http://www.cityofkingston.ca/cityhall/neighbourhoods/data.asp

Web Marketing Plan Outline

·       Client Overview

o  Target Market / Persona (general, web)

o  Audit

o  Goals (business, web)

§  Priority List

·       Recommendations

o  Strategy

§  Themes

§  Focus

·       SEO

·       SEM

·       Conversion

o  Web

o  Mobile

o  Blog

o  Wiki

o  Email

o  Tactics

§  Content

·       Formats

·       Calendar

§  Integration

§  Timeline

·       Milestones

·       Ghantt Chart

o  Metrics / Analytics

Web Strategy Based on Budget

Digital Marketing Strategy... When to use what strategy

http://www.smartinsights.com/digital-marketing-strategy/digital-marketing-planning-template/

TrendsTalk Rubric & Outline

Learning Outcomes: 
2. Develop and recommend strategies for search engine marketing including organic and paid options.
5. Perform duties in a professional manner that models practitioners in a digital marketing role.

Components:

• TrendsTalk Mini video presentation (6 minutes, full slidedeck) 
• Slidedeck uploaded to slideshare, embedded to your blog and tweeted to @lindseyfair #imcslc 
• TrendsTalk full presentation at the main event (20 minutes + 7 min Q & A) 

Marks: 20%

Who: Partners

Description: A TedTalk inspired presentation will be developed related to Search & Site Marketing. Topics to be chosen by the students, however, a how-to seminar will not be accepted. All topics must be pre-approved and will be approved on a first-come-first-served basis.


Full TrendsTalk Rubric >>

For examples from previous years TrendsTalk visit >> http://trendstalk.com/

Mini In-Class Case

Quick reminder about the mini-assignment (2%) given out in class today:

In partners, develop a GeoTargeted web strategy for Gosling's Rum. Describe the strategy and create a wireframe that highlights the key aspects of the strategy.

Due a the beginning of class on Monday. (hard copy)

GeoTargeting Keywords for SEO

GeoTargeting, GeoConquesting and GeoFencing Videos and Articles

Article 1 from PR Web on GeoConquesting >>
Article 2 from Search Engine Watch on GeoConquesting >>

GeoLocal & GeoTargeting Strategies for Interactive Web Marketing Slidedeck

Conducting a Digital Audit

Here's some tools for conducting a digital audit:

• Google Webmaster Tools http://www.google.com/webmasters/tools/
• Hubspot’s SEO Audit Tips http://blog.hubspot.com/blog/tabid/6307/bid/34088/How-to-Audit-Your-Website-for-Improved-SEO-and-Conversions.aspx
• Woorank SEO and Traffic Estimator Report www.woorank.com
• Inbound Link Assessment, SERP Results www.moz.com/tools
• Other Useful Google Insights Tools: https://support.google.com/webmasters/answer/156184?hl=en
• to check inbound links on Google: link:url.com
• Sitemaps: https://support.google.com/webmasters/answer/156184?hl=en
• Domain Name Search: domainsatcost.ca
• Link Checker: brokenlinkcheck.com 
• Mobile Analysis: http://mobitest.akamai.com/m/index.cgi

The complete digital marketing audit checklist can be found here >>

Blog Rubric

Due: October 21 7am
Value: 14%
Here's the printable checklist to help you get your blogs ready.

Use the slidedecks from the first Digital Assets lesson that covered blogging as a reference, plus there's tons of info on SEW.

Mobile Marketing Case Studies

Here's 5 Great Mobile Case Studies to inspire you >>

Mobile Marketing for Gaining Customers

Mobile Marketing Strategies from Lindsey Fair

Course Delivery Revisions

As I mentioned in the course feedback post, I have revised the delivery and assignment schedule. The main change is less blog posts and more in-class assignments. Thank you for your input.

Here is the revised delivery schedule, assignments and due dates (for both courses).