 All right. Good morning, everyone. How was everyone? Doing good? I don't need to do any cold jokes, right? It's not a part of the SOP, right? I can skip the whole cold joke thing, right? All right. So good morning, ladies and gentlemen. My name is Chiang. I'm from Design Apology. We are a digital agency helping companies to do business transformation in their digital space. I'm honored to present my talk today at WorkCamp 2017, and I'm a certified project manager. I'm a marketer expert, and for those of you in HR Scrum, I'm a Scrum master as well. So if you are interested in that, we can have a separate conversation on that. But pretty much for today's purpose, I've been doing a WordPress project for the last seven years, going to eight years, actually. Ever since the beginning where there was so much of competition out there with Joomla and Drupal, we sort of mingled with everything, and we sort of settled onto WordPress, and I believe most of you here, if you started with WordPress, I think you're on the right track. If not, I think you guys already met each other a long time ago. All right. So let me start off with what is digital plumbing, and that's my topic today. So just a quick show of hand amongst us here, any marketers? Awesome. Any developers? Wow. Okay. Any plumbers? I'm glad I didn't get anyone to come in for that particular purpose. So if you are here thinking about what it means being the seven layers of OSI model, sorry, that's not it. Today I'm focusing mainly on the marketing side of digital plumbing, whereby it's about interconnection of all the materials that all the assets you have online, and how do you connect them together so that you actually have a complete picture of what's happening from your audience to your business to all your complementary system around it. So if in a nutshell, under the hood, between your web asset and the party system, and this will include of course your MarTech, your AdTech, your Google advertisement, so Google Analytics, your trackers like Facebook Pixel, and your ads publisher, and all your inbound and outbound partners as well. So if nothing else, today, talk at least, I want to introduce you also of these kind of vocabularies when it comes to modern marketing, modern digital marketing. So when you have your WordPress site, it's not just a site for you. It's actually does something for you in terms of marketing. And the whole purpose, why do you do all these things? I think a very famous quote that you probably heard about this before is that, I do my marketing. I know how of it work, but I'm not sure which how of it work. I spend so much money, how of it actually went waste, but most of the time you actually don't know what actually worked the best for you. So I know I spend, the problem is I actually don't know which one is the one that I wasted. So to do all this plumbing work, it's actually to answer the main question of what are the sales? Where are they coming from? And where are my list dropping off? And it's to remove the feeling of helplessness. So you are not seeing this as a black box. You have a site, you have traffic coming in and out. You actually have a way to actually sieve out the data that helps you to decide what to do now, what to do later. And of course, after traffic comes in through you, how do we harvest them back into your sales funnels? So my tech stack, I touched on one of these words just a while ago. Pretty much what is it and where do all feed in? I'm boring this particular slide. Oh, sorry. Let me just maybe go through a history first. The good old days, whereby you have traffic coming into your WordPress site. And the only thing you need to do is to actually just find them, plaster all your ads everywhere, get them through a preset path. You come to my website, homepage, go to my product page, and then you buy or you convert via talking to us. The good old days are pretty simple. You don't really have a lot of competition. You find a good search engine fight and you get the audience coming in, they will go through this process. Great. But unfortunately, most of them actually don't really convert at the end of the day. You actually see a lot more these days. If 1% of them convert typically, you are not seeing the rest of 99% of the traffic. What are they telling you that you are not learning from it? So it comes back to what else can you do with the traffic that actually came and never do anything beyond just looking through the pages. So some of them might be good enough to just book back you. They might come back later. A lot of them, they probably left and they just forgot about you because you guys just, at this point, not ready for it. To us, it's very important because we actually spend a lot of money getting traffic. You buy ads, you go to Facebook, you go to Google, you plaster ads, you got them in. And what do you do? What can you do? How do you track? How do you retarget? And how do you nurture them? So looking at this slide, I think the lines are a bit thin. I'm sorry because I should have tested it in the bigger screen. But it goes around your site being the standard traffic. And if they are going into any part of your, going off the site, if they are, say, going back to their social media, if they are going through your email campaigns, if they are going through your neutral campaigns, all these tracks are currently missing in the bulk of the website we see in the market. So I'm borrowing a deck from Microsoft. So this is the MarTech stack. They had this up a couple years back. And this slide essentially visualizes your effort online. It's no longer a one way street. It's no longer even just a simple funnel. It's actually a loop. You have your pre-sales effort. You have your pre-sales effort with WordPress being one of the key platforms for you to serve your content. And content being, of course, your product page. You're about us. And beyond that, what else can you do to actually play the content game? And beyond that, after going through WordPress, if they actually end up in your email system, do you have a system to actually capture that? Do you have a system to optimize the touch points that you can potentially build and to mature the registry along the way? And post-sale, you can actually put them into a CRM. And then after that, what do you do with the data? And there are a lot of ecosystem player in here. I'm showing this slide. And it's only the stack that Microsoft by themselves has. Beyond Microsoft, you're market tool. Beyond Microsoft, you're efficient soft. And of course, the simple things like, even just simple contact form that you have with a database. That itself is sufficient for you to do a lot of things. So just a quick stats. Just for you, first, for information, I got this from W3 Tech. Today, this month, 35% of the website in the world actually do not even have a tracker. Meaning that they put their site up, they just don't care. So for us, that is actually a pity. For those that actually have a tracker, and of the total number, 54% of them actually uses good analytics. Great visualizing tool for you to see your traffic. And a shout out to Jetpack. 4.6% of them actually are on Jetpack. Of course, the most are on WordPress. So these tools for us is the baseline. That's why we call it plumbing. Plumbing, you have it in your house. You don't care how everything connects up. But you really need it. You trust your architect to actually have something like this. If you are a developer, if you are a business trusting you to build out their system, you need to have plumbing. Just to make sure that shape flows through. If not, they will notice the difference. So why go through all this trouble? The whole idea of plumbing is really not just about setting things up and just forget about it. It's really about changing whoever comes in from an unknown list in our term being people that activities that happens on your site that you don't know how to attribute to unknown leads. And there are a lot of tools for that. And of course, passing the activities that you have on site to a third party system or even between pages that you want to do a flow through of personalized content. Passing the events through. For this moment, it's pretty much a one-way street. You want to make it a two-way street. And of course, you want to do marketing attribution knowing what actually helps at the end of the day. And allow a personalized marketing. So, very simply, bait them, honeypot them, and tag them. So, I'm going to go through a simple funnel process and I believe the marketers will be very familiar with this kind of term. Tofu, pretty much at the top of the funnel. You have visitors at this stage that they know what they want. So what can you do? You know that they are interested. You have put up maybe some pages that talks about your problem area. You want to talk about your solutions. You put the pages up. You know some of them will come through via your Facebook page, your post, via your Instagram, via Twitter, and all those. And I'm sure by this point, and if you have not done so, I'm very sorry to hear that, is that you must have a UTM code. First step of plumbing is to have the inlet to have the water coming in and you know which particular pipe comes in. Same code, first thing. And of course, when you go through your content, you actually know how they walk through via a simple Google funnel view. But of course, when they consume the content, you actually have a third layer of content, data here that you can extract. It is come to the page, they bounce, simple, straightforward. If you come in this stage, you actually don't know where they are at the point of knowledge in terms of what are the things that you are writing. Which header do they actually reach before they turn off? So in DP, we actually use what we look at as view content, Facebook pixel, called that you can actually use it to track where they actually reach until. So they scroll on the page, you can actually know. Do they actually reach maybe the pricing and they log off? Something is wrong there. If they actually reach all the way to the end and they sort of don't know how to contact you, you need to figure out what are the drop-off points and we use this function to see if the content comes in, where are they dropping off? How far deep are they reading? If the content is too long, if the content is too short, if the content is not doing their work. So content is pretty much the name of the game at this stage. So the next part, when they are a bit more educated, at this point we look at mainly having them as a customer audience. You know this group of people, they are already qualifying themselves as really, I'm interested, let me find out more. I'm here at the consideration stage and consideration stage means that I don't read about the problem set. I'm reading more on the solution set. What are you offering? Do you actually have something in your competitors that you don't have? What are the differentiation? Are you something along the line that I should consider and park it in my bookmark? And at this stage, you really want to know what is the custom audience that you're capturing here. Having a Facebook pixel by default, if you install it, you will actually track that in your Facebook page and not your business manager. So if you don't have it and marketers, I hope you guys have something along the line because Facebook these days is really, really, really, really perfect for what you need to do when it comes to social media marketing. And of course, once they come in here, you want to offer something for them to actually take away. So at this stage, it's that I want to know more. I'm willing to give you a bit more to exchange, for instance, really high-value content that you create, like, for instance, Evo. For example, actually, we have a niche in private health care. We do marketing for them. So last year, we did a publishing of Singapore Medical Council, guidelines for advertisement and marketing. And we summarize that into a three-page and then we put it online for them to download. And we don't just include as a link. We actually have what we call a squeeze page. You have a form. They fill it in. They really like it. They fill it in. And they go into our nurture stream. So thinking back on some of the slides, we actually have a path for them to actually flow through if they are not ready to buy yet. They are just here to look at things. They want to learn more for their business interests. And we want to know that they are at that stage. Give us your email address. Let us walk you through the process. If you need a sales manager to talk to you, give us a content number. At this point, it's really about nurturing them along the way. So if you do not build your plumbing properly this way, you might have people coming in where you actually do not know where they're coming from. For instance, if they come to one of the pages, what we call the honeypot page, is that if they go through the pricing page and they sort of leave, or if they go to pricing page and look for grant to sort of sense the parenthesity of this particular lead, when they talk to you, you know how the next stage, what do you talk to them about. This is what we call the honeypot page. And a lot of clients they actually go through the PIC grant page. If you are in marketing, if you are in web design development, you know actually most of them came through the whole idea of marketing through PIC. They sort of figured out, I can get, I can get, I can pay for my website, right? Let me see who else offered this. And they actually end then there. When you talk to them, it needs a different packaging. You need to package it to the way that they understand it. Not to say self-educated clients, but true more on the push factor from the grant side. So all these things are very valuable information for a sales manager to talk to for your marketing channels to start working. Having all these things to personalize the message to them. So of course, great. Now they actually ended up at your bottom of the funnel. At this stage, really I'm very, very willing to buy. It's just really help me, help you. Let me help you to buy. So at this stage, they are yours to loss. So at this stage, it's really giving them all the product information that they need just to cross that particular last barrier, reduce all the friction to your sales. And once they buy, actually that's where things get interesting. Because as soon as they buy, they actually have more information of the real exact customer audience that people will actually convert at the end of the day. When I use the word customer audience, I'm using it in the context of Facebook. Because Facebook, they know about the world on the social media side whereby there's unedited wine behind it. There's a demographic behind it. There's a psychography behind it. If you have your Facebook pixel installed, all these things are captured automatically. If you go to a business manager, you can actually open up a customer audience based on who actually landed where on your website. You can filter down to if you have 100 audience, you can actually use that to a great effect of actually finding out who else along that particular psychography that you should target. If you're an FMCG, then that's great because your audience suddenly becomes bigger. So at this stage, it's usually about keeping track. And when you have all these things, you have Facebook pixel, you have analytics, you have all these scripts that has to run in DP, we use Google Tag Manager. So Tag Manager is where all these scripts that you have that I mentioned just now have it inside your system. And they help you to organize all these things. There shouldn't be any conflict. But the great thing about Google Tag Manager that most didn't actually know about is that Google Tag Manager works there's a layer on top of it called the Data Layer. And it handles structure data, it handles script, it handles communication of information sessions and parameters that can pass between the tools. How do you get your Facebook system to talk to, say, my marketer system? Because I want to know, are they active on Facebook? How do I pass it in? For instance, my marketer, somebody I just signed up. I want to know which, before I sign up, did this guy go through a few stages? So this is where you can connect all these tools together and you just push event to push the data along. So I can actually, there's a trick you can do is to actually install Google AdWords, sorry, analytics, as well as if you're using Marketo, you can actually link these two pushing between them, the custom ID and use the PII viewer to actually bring up the names and override it within your analytics page itself. So of course analytics, everything is anonymized. But you can actually use this to override and see actually this, say, John is here and look at which page to that level of diversity. So of course at the end of the day, it's all about being dynamic, being able to respond. It's a two way shift between you and the audience now when you know where they come from and you have the content ready for them. So this slide is a bit technical. If you are on GTN, pretty much you are looking at a multi-layer stack here whereby you have your data here. This one is actually from Google, actually, I'm not claiming anything for this one. And you want to have all this information being able to pass between them. I'm just going to quickly run through this one. But pretty much you are looking at mainly the data layer whereby things happen, the interesting things happen. So of course installing on WordPress, I believe the developers wouldn't have any issue. If you are like me, you like to do hand coding, you do it in header.php. And that's what we do as well because we want to have full control of how everything works together. But of course, if you're marketeers and you don't really want to touch a code, Duracell told me, fantastic to install it, baseline covered. So why we like Duracell? I mean is that Duracell already started talking to it uses Google Tech Manager. It was on top of it. It actually has the basic information already programming for them to pass between WordPress, having your custom data, like for instance, your postdates, your page data, your page order, and any particular custom data you have in there to push it straight to analytics. So when you don't get your analytics view, you are looking at additional information customized to say filtered by author of your particular website. And that's a Facebook parameter that you can use to view inside analytics itself. So check them out. And of course, once you have it, I'm going to walk you through some of the scenarios, but now for instance, really just about linking things up together. So now that you have GA, it's about visualizing. And once that is in here, how do you push data along? And of course, tracker IDs and having a way to cross reference them to Google Analytics. So what else can you do? Actually in GTM itself, you can do a lot more. So you have custom dimensions. I mentioned that. I think I was a bit early with that point is that you can actually pass custom dimension between each other. From GA, you can push things back. You can push things to GA as well. So personalized swap can be done pretty much on GTM layer itself. For instance, if you have a page that serves a general traffic, if GA tells you this guy actually is a guy, right? You can actually customize even dynamically the banner, the text in there using GTM to replace. If this guy is a guy, if this traffic is a guy, show certain information that you know that you kept conferred them on GTM layer itself. Some coding required, but it's possible. We don't do that because we actually use Marketo. Marketo actually has its own way of doing personalized content. But if you are purely GA or GTM level, you can talk to me later. It's a bit more technical. I can show you how things can work on that layer. So I think the style is a bit too bright to see, but actually in India, you just show the parameters that you push to GA for you to visualize within the dashboard. Imagine the whole dashboard where you're traffic. This goes down to the level of your content type, your content author, and what are the stages, your Mofu, Mofu, Mofu content layer. So quick scenarios just to relate things back to real sense. Maybe scenario one would be pretty much you have your traffic coming in. You have an ebook landing page which is what we did. And of course they come in, they fill out the form and they leave. So that's in B2B. You don't typically expect things to happen. You don't expect people to pay money online. That's for the consumer market. But at this stage it's really they already qualify themselves that they are the right audience and at that point it's about following up with precision. So what we do is that we want to make sure we link up our e-marking tool with our GTM text. And within here we embed a form. We actually fill up, we have a form for them to fill in. And immediately as they fill in we associate the Google ID that has been tracking anonymous data with a known data now that we know their e-mail address from their first name, last name, interest company, company science and demography all these things we associate them. So with these two things are better than them coming code from our market knowing just the e-mail form or coming anonymously just via Google Analytics you can merge these two and make a decision later. You can visualize this within GA itself to know that who and who from which company actually view your content in GA itself. And you can put the data out to figure out from your market and I want everybody before they download after they download what are the pages they went through and I want to send the appropriate newsletter to them and Markettoe is one of the tools that we use in GP to actually to handle all this associated data and we have the proper channel to funnel through them on the right content. And of course after you associate there are ways for you to do measurement protocol and all those for you to do the association and pushing things around and you want to tag them by interesting moment as well like for instance they actually went through this holding they actually click you want to tag them like for instance like I mentioned just now there might be a page that is going to affect the messaging that you prepare for them. So a scenario 2 will be probably a bit more familiar with the part of audience here. Somebody come in they actually go through your catalogs they actually browse and they sort of add something to cart and forgot about it. WooCommerce shut up they have fantastic abandoned cart email system they actually help you to track and they actually automatically sends out email putting their email address and sort of log out and just to remind them that you have something in your cart. We do things a bit differently because we want to have full control over once the email goes out what are the interactions because we actually want to see the click-through rate the open rate as well as what action they take afterwards. So we actually push all this data over to Marketo as well as to use Facebook pixel to know that this person actually came through and he also has a certain presence on Facebook as well. In Facebook you can actually do a retargeting so you what's creepy is that I sort of know that you went through my online booking site and you sort of never buy. I can show you things that for instance it's your plan still that you want to come back here and find or you want to push more maybe just a simple promotion introduce some urgency get them back and you have full control over the traffic show them what you want them to show. So in here if you're using Facebook pixel pixel itself carries along a few parameters as well for instance you can actually before they buy if you can try these two events you can filter them down very easily. So with that you can actually use Facebook to do your remarketing what we call it retargeting to them and maybe scenario 3 will be applicable for some of you it's really when they come in here they sort of browse around and they actually buy so that's fantastic right so a lot of stories end at that point that particular data itself if you actually have it in your Facebook pixel you tag them properly you know that they are a customer audience that already qualify themselves as the right demographic or the right psychography for you to market and this is where if you look at the funnel it actually opens up after the sales if you look at the loop it actually goes back into what we call customer advocacy or maybe not active advocacy but you use them to open up your target audience so if your audience they can actually Facebook itself to do what we call a lookalike audience so using that data you capture you tag them as customer audience they actually bought from you if you have 100 customer audience you can actually build a lookalike audience that's some parameters that Facebook used to just do comparison if you have very little like you only have two sales for now I'm sorry that doesn't work for you 100 you can open up up to 500 lookalike audience so that data helps you to the first time you build they actually end up looking at the pricing page so from there you re-market it so yeah so I touch upon this one really to discover your your your qualified marketing geography be a lookalike audience and see a way if you can add them into an email list for you to nurture them so that's really a lot about baiting them with content and with freebies and of course this having to buy database from the market really you don't want to buy the device you actually want to use database that is relevant to you you want 500 not 5 million you don't want to go through 5 million audience so Facebook allows you to do that it's really nothing special except just to install a pixel and use business measure to go through the process but of course it's plumbing if you do not put a pixel pixel now if you don't have it now then all these things flow through and there's no I talked about a lot of the concept high level I didn't get to touch upon the technical stuff because the spread is a bit wide here if you have any particular project that you are doing now that you just want to know is it possible is it not if you just want to have maybe some to talk to let me know I will be happy to see whether I can chip in anyhow of course you want to have the 360 experience as well after you know about them what can you do to actually push content today I don't want to take out too much of our time any questions that is burning question that you want to ask now maybe for the benefit of the audience sure actually we are from design we have a blog we talk about all sorts of things including content marketing including things like for instance even HR things we are just a very open like I said at the beginning if you have a website you have the platform for you to do all the things it's really about inserting the right piping to make sure that information flows through to the third party site so what we do in ETP is that we actually set them up onto a subscription basis mainly on just to make sure somebody can set up and can monitor and report back to you so what we do is that we actually have a simple one man three men per this person will be spending eight times three a month hours with you and within these hours it's really about contracting and of course at the end of the day if you do not have the right tools for you to say for instance you don't have Marketo you probably cannot open that up but basic minimum is Google Analytics and Facebook Excel these two as a business manager or as a business owner you can actually deal with yourself you just need whoever that set up your WordPress site to actually link up all these things so for us we don't charge extra the data churning data is where the three men month is coming in yeah the basic events straight forward even to the level of conversion also straight forward you can just install the right plugin the right place if you say you want to do a lot more things like personalization that what we do you have ebook and tracking ebook into a nurture stream there's a lot of work off site where you need to construct all these things and you need to know what content goes in the first email when you send the first email to the next few for you to do the next part and that part is all together nurturing campaign that we can set up for you but that's our service but actually if that's something that you are not interested in you just look at Facebook business manager you really really should be doing business manager thank you do you like after business manager we don't call it artificial intelligence we just call it fuzzy logic so I mean you should know some logics that this should flow through so it's about constructing the logic that is dynamic enough for you to capture the biggest percentage of your traffic flow through that you know exactly where they should go to so the fuzzy logic helps you to open up that particular funnel if you see AI for us if you see how the way we do it we don't like obfuscation we don't like to hide behind plug-ins and all those but if you know the exact code you know how the traffic flows through you have full control over that it's just what you do with the data I think that's all it's at the end of the day what matters to your business and what you want to do with them at each touchpoint along the way yeah thank you alright thank you Jun Hyun