Presented by:Raul VielmaDirector of Digital Solutions561-820-4722rvielma@pbpost.com

Strategies for an on-demand world

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Evolution of media consumption

Adoption of technology in the U.S.

Demographic profile of online users

5 ways to leverage digital right now

Increase in media choices continues to evolve

In the beginning there were only a few vehicles to reach consumers

Now there are almost too many to count

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2011 not stopping media expansion…

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Widgets and AppsAverage number of apps downloaded to a smart phone 271

Mobile as an ad platform

Mass adoption of smart phones in the

U.S.70.4 million in

20101

Boom in tablet market

15.5 million units sold forecasted in 20112

Increase in social use and time spent Nearly 154 million UVs on Facebook

Dec. 20103

Tweeter and social media

as ad vehicles

ADVERTISING 2011+

Augmented Reality

Mass adoption of QR codes

Social Coupons

Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3 ComScore, Dec. 2010

U.S. household technology adoption

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During 2010

85.9 million (73%) of U.S. households have broadband.

Nearly 1/3 of U.S. households had DVRs – a 12.5% increase from 2009.

8.3 million Netbooks and mini-PCs were purchased.

Source: The State Of Consumers and Technology: Benchmark 2010, US

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Nearly 3 out of 4 market adults access the Internet monthly.

Market adults spent on average 10 hours per week online.

70% have broadband connections (DSL or Cable).

Its not about going online, its about being online!

* DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties** Index is a percentage showing the relationship of a set of numbers to a standard base with a number greater than 100 being above average.

Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2

Access the Internet Monthly 74%

Do not access

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Who’s online?

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47% of online adults are between 18 and 44

Nearly 2 out of 3 are college educated

Nearly half (49%) have household incomes of $75,000 or more

62% are employed

Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000Source: 2010 Scarborough Report, Release 2

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Evolution of media consumption – the new “primetime”

Traffic on the Internet is the heaviest Monday through Friday between the hours of 8 AM to 4 PM.

This has created the new “primetime” for reaching consumers when exposure to other types of media is at its lowest.

Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011

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PalmBeachPost.com Average Weekday Hourly Unique Visitor

Online Spending Forecast for West Palm Beach-Ft. Pierce, FL DMA

9All projections in $ Millions, Full-year estimates as of Q2 2011Source: 2011 BORRELL ASSOCIATES INC.

Local Interactive Ad Spending Projections(in millions)

DMA Online Display E-mail Search & Directory Streaming Audio/Video Total

2010 $32.38 $10.07 $35.62 $10.05 $88.13

2110 $31.26 $4.29 $38.39 $14.7 $103.87

In 2011, $103.87 million projected to be spent on online advertising in our market.

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5 ways to leverage digital

1. Monitor your site traffic2. Maximize the Googles of the world3. View your website as a business partner4. Use free tools5. Learn about Mobile & Social media

Monitor your site traffic

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Understand how you measure up, monitor the traffic your site is generating

Page Views: The number of times a web page is requested from a server.

Unique Visitors: The number of users who have accessed a website with a given period of time.

Using sites like compete.com, you can see how your site is doing compared to your competition.

Google Analytics features: Advertising ROI Visualize Data Customize reporting Multimedia Tracking

Search Engine Marketing (SEM)

The most-used search engine sites give you access to 93% of the West Palm Beach DMA adults online every month.

Source: 2010 Scarborough Report, Release 212

The Anatomy of a SERP (Search Engine Results Page)

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Paid

Organic(free)

Organic(free)

Paid

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Search Engine Optimization Tips

1. Keep URLs short: No more than 255 characters2. Make navigation easy: Along the top or top & left3. Avoid too many clicks: No more than 4 clicks away from homepage4. Flash: use sparingly (doesn’t show up on mobile device)5. More info the better: at least 200-250 words of content

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SEO Audit Tools

▀ Xinu Returns – a free web based SEO audit tool▀ Dataopedia – a free web based SEO audit tool – with some

competitive data▀ Yellowpipe Viewer – view your site through the eyes of a spider▀ Link Examiner – an application that will crawl your site and find

broken links, redirects and more▀ Google Webmaster Tools – provides detailed reports about your

pages’ visibility on Google▀ SEObook – a firefox plug-in tool provides a holistic view of your

competitive landscape of search results

Ten places to claim your business

1. Google places: http://places.google.com/business2. Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx3. Yahoo! Local: http://Listings.local.yahoo.com/basic.php4. Yelp!: https://biz.yelp.com/claiming5. FourSquare: http://foursquare.com/business/6. Ask: http://www.ask.com/local7. CitySearch: http://national.citysearch.com/profile/add_business.8. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback9. Localeze: http://webapp.localeze.com/extranet/sign-up.aspx10. Kudzu: https://register.kudzu.com/packageSelect.do

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WEBSITE

Your business partner

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Visitors who report great user experience are:

It has been said that…“Bad home pages (or landing pages) are where good leads go to die”

A great user experience pays off

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2x as likely to return to your site 4x as likely to report enhanced brand opinion

4x as likely to report higher future likelihood to purchase

A great user experience builds trust and rapport even before you ever do business

Source: compete.com

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Have you met your business partner?

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Your website is working 24/7 to:

Generate leads

Build your brand Encourage prospects

Facilitate business transactions

Losing market share in the digital world quickly translate into “real” market share loss.

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Maximize free tools

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Free web analytics

See how you compare

Free websites/blogs

Free blogs

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MOBILE

Adoption of mobile devicesWho and what of mobile usage

“Why should I care?”

• 93% of all Americans owned a cell phone as of June 2010

• More people will use their phones to browse the Web than their computers by 2013 (prediction)

• Global smart phone shipments surpassed PCs in Q4 2010

Sources: CTIA, IDC (International Data Corp), Gartner, Forrester, BIA/Kelsey

• U.S. mobile ad spending to reach $1.2B this year (prediction)

• One-third of all American online consumers (82M people) will own tablets by 2015 (prediction)

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Currently own a mobile phone: 1,271,100Source: 2010 Scarborough Report, Release 2

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Top 5 ways mobile phone users use their phone:1. Make local and long distance calls (75%)

2. Text (49%)

3. E-mail (19%)

4. News/Traffic (15%)

5. Search (14%)

More than 1,271,100 mobile phone users in our market.

Some of the demographic characteristics of mobile phone users are:

▀ Adults 18 to 44 (41%)▀ College educated (57%)▀ Have children (32%)▀ Employed (54%)▀ Household income of $75,000 or more (41%)

SOCIALWhat is community?What gets measured gets done

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What is Social Media?

▀ Social media is a communication tool and form of word of mouth you manage to drive brand awareness, the most critical basic form of advertising.

▀ It’s a community or group of people (large or small, local or global, public or membership based) who have common interests and connect with one another to learn, play, work, organize and socialize.

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Why does social matter?

▀ Social is everywhere, everyone is doing it and there is an evolution which is causing a revolution

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Nearly half of small businesses report having a Facebook page.

Key steps for creating a community

▀ Chose the platform (Facebook, Twitter, etc.)

▀ Define your measurement of success

▀ Determine your communication method, video, audio, text…

▀ Who is your internal champion? Or are you going to outsource it?

▀ Who is going to deal with:▀ Moderating▀ Tone▀ Content▀ Collaboration▀ Cultivation▀ Growth

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Digital Media Services provided by The Palm Beach Post

▀ Social Media Strategy & Management– Engage your audience on Facebook, Twitter and more, with a customized strategy for your business.

▀ SEM – Maximize your reach! Target local customers on

top search engines: Google, Yahoo!, AOL, MSN, and more.

▀ SEO – Increase the visibility of your website with the

right keywords for your industry, site structure and meta tags that help your site rank higher on search engines.

▀ Web Design & Development – Reach your customers and compete in today’s market with a website that meets your business needs.

▀ Email Marketing – Keep customers coming back with offers, deals and discounts.

▀ Digital Download – Get the latest marketing trends in mobile and digital advertising with this seminar series.

Digital Assessment – the first step to leveraging digital

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PalmBeachPost.com’s online consultants will analyze your website and offer recommendations to best serve your customer based on the goals and challenges you identify. It all starts with a Digital Assessment:

The Digital Assessment will identify ways to:1. Improve current navigation, information, tools, etc.2. Optimize SEO/SEM campaigns3. Enhance lead generation/e-commerce4. Use analytics and tracking sources to improve ROI of marketing dollars

Email rvielma@pbpost.com to sign up!