Get the best from the web Part Two Pres

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Information about Get the best from the web Part Two Pres

Published on November 23, 2009

Author: MBLSolutions

Source: slideshare.net

Description

Presentation part 2
Do you want to get your site seen by search engines and to drive more traffic to your site? Or do you wish you could get better value from the visitors you are getting? Maybe you read the press and are wondering whether Twitter or facebook can help your business?

If the answer is "yes" to any of these then this presentation is for you:

Understand search engines and how to attract them to your website
Develop online and offline marketing strategies
Use the internet to create a powerful prospect database
Build your brand and attract visitors online
And understand how to use cost effective internet communications

Welcome Back November 2009 Internet marketing, SEO, Social Networks and more… Getting the best from the web

Where are we? Targetometer

Agenda Part One Introduction and background Search Engine Optimisation (on site) Generating Traffic Online (but off site) Break Part Two Social Networking (on and off site) Proactive Traffic Generation (Offline) Integrated Marketing Campaigns Question time

Part One

Introduction and background

Search Engine Optimisation (on site)

Generating Traffic Online (but off site)

Break

Part Two

Social Networking (on and off site)

Proactive Traffic Generation (Offline)

Integrated Marketing Campaigns

Question time

What is Web 2.0 & Social Media? Hype (or jargon)? Technology? Change in attitude of users or the attitude of Web managers? A web cop out or a way to give freedom to users? A good thing or a bad thing? Just another thing? A fad?

Hype (or jargon)?

Technology?

Change in attitude of users or the attitude of Web managers?

A web cop out or a way to give freedom to users?

A good thing or a bad thing?

Just another thing?

A fad?

Influential Opinions

Web 2.0 & Social Media & Social Networking Hard to define Favourite “human interaction in a virtual world” Technology / Attitude / Free Web 2.0 technology provides instant communication This technology and new attitude allows user generated content (UGC) Social Media are the new online tools Social Networking is what we do

Hard to define

Favourite “human interaction in a virtual world”

Technology / Attitude / Free

Web 2.0 technology provides instant communication

This technology and new attitude allows user generated content (UGC)

Social Media are the new online tools

Social Networking is what we do

Get on board now or be left behind

Get aboard or be left behind Loads x Lots of people

We say… Don’t ignore it Great opportunity Don’t let it dazzle Keep a business focus and marketing perspective Remember the Golden Rules

Don’t ignore it

Great opportunity

Don’t let it dazzle

Keep a business focus and marketing perspective

Remember the Golden Rules

Who’s using Social Networks? (Ofcom) 30% of British adults have a Social Networking profile (up from 21% in 2007) 50% of users have a Facebook account – 6 hours per month from 4 hours last year BUT… 5% drop in 15 – 24 year olds using Social Network sites Usage is increasing and getting older

30% of British adults have a Social Networking profile (up from 21% in 2007)

50% of users have a Facebook account – 6 hours per month from 4 hours last year

BUT…

5% drop in 15 – 24 year olds using Social Network sites

Usage is increasing and getting older

User types (Forrester – Sean Corcoran) Creators Collectors Critics Joiners Spectators

Creators

Collectors

Critics

Joiners

Spectators

Strengths Personal Validated Credible Engaging Viral

Personal

Validated

Credible

Engaging

Viral

Increasing importance in SEO of: External Linking Web Footprint / Presence Authority Theme and Relevance Social Networking sites are seen to rank highly

External Linking

Web Footprint / Presence

Authority

Theme and Relevance

Social Networking sites are seen to rank highly

What do we use Social Networks for? Collaboration Recruitment Marketing and Focus groups

Collaboration

Recruitment

Marketing and Focus groups

Marketing Traffic generation and search Marketing Brand positioning PR Leads Sales Customer interaction Retention and reinforcement Feedback

Traffic generation and search

Marketing

Brand positioning

PR

Leads

Sales

Customer interaction

Retention and reinforcement

Feedback

Some (Social) Networks Blog (with links to your site) Squidoo lens MySpace Facebook group LinkedIn Tagging (delicious, stumbleupon, Digg) You Tube Slideshare Flickr Twitter Article Sites PR Sites Tradespace Niche - Home Business Network / Mothers / etc..

Blog (with links to your site)

Squidoo lens

MySpace

Facebook group

LinkedIn

Tagging (delicious, stumbleupon, Digg)

You Tube

Slideshare

Flickr

Twitter

Article Sites

PR Sites

Tradespace

Niche - Home Business Network / Mothers / etc..

StumbleUpon

digg

delicious

 

Blog and blogging Easy to build - Wordpress On site or off site? Blog Directories/ Other blogs/ Your own site Be interesting and not too salesy Searchable Content Couple of times a month

Easy to build - Wordpress

On site or off site?

Blog Directories/ Other blogs/ Your own site

Be interesting and not too salesy

Searchable Content

Couple of times a month

Facebook Business to Consumer Mass market “Give me a poke” or “Throw me a sheep”, “dude” Fan Pages and Group Pages Highly targeted advertising Be personal but reflect your brand Be interactive and get visitors involved

Business to Consumer

Mass market

“Give me a poke” or “Throw me a sheep”, “dude”

Fan Pages and Group Pages

Highly targeted advertising

Be personal but reflect your brand

Be interactive and get visitors involved

Linked in Older, but less well known? Professionals Business to Business Company Profile Page LinkedIn Answers Market Research Sales

Older, but less well known?

Professionals

Business to Business

Company Profile Page

LinkedIn Answers

Market Research

Sales

Twitter for business Young(er), professional, new media savvy Tweets: 140 characters, @username Follow and Followers Search and Retweet Network! Be first to know Brand building, Support Island bridge Bio, reply to people, add links Promote your feed

Young(er), professional, new media savvy

Tweets: 140 characters, @username

Follow and Followers

Search and Retweet

Network!

Be first to know

Brand building, Support

Island bridge

Bio, reply to people, add links

Promote your feed

Tweetdeck

Innocent Facebook Search

Innocent facebook videos

Innocent on facebook

M&S Network Links

M&S Facebook

M&S facebook discussions

M&S facebook offers

M&S Twitter

Dell Community Pages

Dell Social Network Links

Dell Linkedin

Dell Twitter Groups

Dell Outlet Twitter

Dell Facebook

Dell facebook

Dell flickr

E&Y Careers facebook

GM Blog

Marmite Facebook

Marmite Facebook

Marmite facebook games

Marmite facebook promos

Marmite Website

Marmite on Youtube

Youtube All you need Camera Aston Martin Pair of trainers http://www.youtube.com/watch?v=yURa9T0-Rjk&feature=player_embedded http://www.youtube.com/user/blendtec?blend=1&ob=4

All you need

Camera

Aston Martin

Pair of trainers

http://www.youtube.com/watch?v=yURa9T0-Rjk&feature=player_embedded

http://www.youtube.com/user/blendtec?blend=1&ob=4

What does this tell us? Problem driven Objectives Creative Relevance Resource It Works!!

Problem driven

Objectives

Creative

Relevance

Resource

It Works!!

Who Fans Interested customers Regular users Niche We turn them into advocates

Fans

Interested customers

Regular users

Niche

We turn them into advocates

A Small Holiday Company Website Rich Content Pages for long tail Search Terms Blogs relating to this Links from relevant blogs Videos on YouTube Adwords Directories Tags Facebook Articles sites PR Sites

Website

Rich Content

Pages for long tail Search Terms

Blogs relating to this

Links from relevant blogs

Videos on YouTube

Adwords

Directories

Tags

Facebook

Articles sites

PR Sites

Tail wagging the dog? We’re not talking about a Website anymore we’re talking about a Web Presence

We’re not talking about a Website anymore we’re talking about a Web Presence

How to start Remember these are SOCIAL networks Try before you buy! You may be experimenting You will need to be committed You need objectives You need relevance and places to link to Team of enthusiasts Measure

Remember these are SOCIAL networks

Try before you buy!

You may be experimenting

You will need to be committed

You need objectives

You need relevance and places to link to

Team of enthusiasts

Measure

Groundswell – Forrester Research - POST Groundswell – Forrester Research - POST People Objectives Strategy Technology MBL Solutions – WEBSITE Watch Evaluate Become an active believer Strategy Implementation Technology Evolve

Groundswell – Forrester Research - POST

People

Objectives

Strategy

Technology

MBL Solutions – WEBSITE

Watch

Evaluate

Become an active believer

Strategy

Implementation

Technology

Evolve

Carly Herron Web Promotion – Off Line

Now where are we? Targetometer

Let’s go get ‘em…

Let’s just ring them?

A typical decision process Awareness of the need Awareness of suppliers Build relationship with suppliers (brands) SALE! Aftersales and support Detail information stage Confirmation and reassurance

Advertising

Cold DM – traditional +

Email DM Responsive Cost effective Directs traffic to your site Builds membership Fantastic stats

Responsive

Cost effective

Directs traffic to your site

Builds membership

Fantastic stats

Public Relations Regular website review columns News editorial Exciting picture Web traffic news Changing trends Feedback New web service

Regular website review columns

News editorial

Exciting picture

Web traffic news

Changing trends

Feedback

New web service

Incentivise the visit Information or white papers Join club Offers and discounts Opinions and blogs Editorial and comment

Information or white papers

Join club

Offers and discounts

Opinions and blogs

Editorial and comment

Marketing Rule Number 1 Marketing now is very much about good data and building relationships Good data beats everything Best data is the data you collect (websites [and events] are great at this) Then you’re in control of communications and relationship building

Marketing now is very much about good data and building relationships

Good data beats everything

Best data is the data you collect (websites [and events] are great at this)

Then you’re in control of communications and relationship building

Registration

Campaign elements Initial Communications and traffic generation Online and offline Keywords and Adwords Targeted landing page Data Capture Registration page Action Follow up Measurement Review

Initial Communications and traffic generation

Online and offline

Keywords and Adwords

Targeted landing page

Data Capture

Registration page

Action

Follow up

Measurement

Review

Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords & SEO & SM Email shots

Summary of our journey Searching: SEO Adwords Passing By Social Networks Bookmarking Blogs Affiliate At Home Email Direct mail Advertising PR

Searching:

SEO

Adwords

Passing By

Social Networks

Bookmarking

Blogs

Affiliate

At Home

Email

Direct mail

Advertising

PR

Simple Summary Relevance Content Interaction Connections

Actions This takes time and focus Make someone responsible Make sure that there is a team involved Have an agreed timescale to review and change Measure the results

This takes time and focus

Make someone responsible

Make sure that there is a team involved

Have an agreed timescale to review and change

Measure the results

Thank You Any questions?

Any questions?

The Golden Dozen Define your Site objectives Who, What, Where, Action Search Engine Optimisation = Visitor Optimisation Benchmark your best competitors SEO takes time – so get it right asap Remember that a website is dynamic – keep it changing Make sure your site caters for each stage of the decision process Don’t forget to be proactive in your website promotion Make your site integral to your campaigns – use offline methods as well – online and offline are not exclusive Make sure your campaigns are circular – no dead-ends Capture prospect data, register visitors and use email (at least) to continue the communications Plan your site management and measurement

Define your Site objectives

Who, What, Where, Action

Search Engine Optimisation = Visitor Optimisation

Benchmark your best competitors

SEO takes time – so get it right asap

Remember that a website is dynamic – keep it changing

Make sure your site caters for each stage of the decision process

Don’t forget to be proactive in your website promotion

Make your site integral to your campaigns – use offline methods as well – online and offline are not exclusive

Make sure your campaigns are circular – no dead-ends

Capture prospect data, register visitors and use email (at least) to continue the communications

Plan your site management and measurement

A typical decision process Awareness of the need Awareness of suppliers Build relationship with suppliers (brands) SALE! Aftersales and support Detail information stage Confirmation and reassurance

Campaign elements Initial Communications and traffic generation Online and offline (press ads, mailshots, email shots, PR) Social Networking Keywords and Adwords Targeted landing page Data Capture Registration page Action Follow up Measurement Review

Initial Communications and traffic generation

Online and offline (press ads, mailshots, email shots, PR)

Social Networking

Keywords and Adwords

Targeted landing page

Data Capture

Registration page

Action

Follow up

Measurement

Review

Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords , SEO, Social Email shots

Simple Summary Objectives Relevance Content Interaction Connections

Thank You Any questions?

Any questions?

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