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Beginner\'s guide to online marketing.

Beginner\'s guide to online marketing.

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  • 1. eMarketing GUIDE  1 <!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd"> eMarketing GUIDE <html xmlns="http://www.w3.org/1999/xhtml" xml:lang="en" lang="en" id="facebook" class=" no_js"> <head> <meta http-equiv="Content-type" content="text/html; charset=utf-8" /> <meta http-equiv="Content-language" content="en" /> <meta http-equiv="X-UA-Compatible" content="IE=EmulateIE7" /> <script type="text/javascript"> //<![CDATA[ Contents CavalryLogger=false;window._is_quickling_index=""; //]]> Forward 2 </script><noscript> <meta http-equiv=refresh content="0; URL=?_fb_noscript=1" /> </noscript> Introduction 3 De-Mystifying Digital Media 3,4 <meta name="robots" content="noodp,noydir" /> URL Html <meta name="description" content=" Facebook is a social utility that connects people Web Page with friends and others who work, study and live aroundLanding Page them. People use Facebook to keep up with friends, upload an unlimited number of photos, post links and videos, Media 5, 6 and learn more about the people they meet." /> Traditional <title>Welcome to Facebook</title> Social Research & Development 7-9 <script type="text/javascript" Listen src="http://static.ak.fbcdn.net/rsrc.php/zBV9X/hash/7g3r1ly7.js"></script> Identify Trends <script type="text/javascript" Assess the Data src="http://static.ak.fbcdn.net/rsrc.php/zEJZP/hash/7ntdcspa.js"></script> Analytics <script type="text/javascript" Developing an Online Presence 9 - 12 src="http://static.ak.fbcdn.net/rsrc.php/z6LYK/hash/dloxypeu.js"></script> Integrated Communications <script type="text/javascript" Planning your Website Design src="http://static.ak.fbcdn.net/rsrc.php/z3CXV/hash/3cex05dn.js"></script> Find your Voice Intellectual Property <link type="text/css" rel="stylesheet" Copywriting href="http://static.ak.fbcdn.net/rsrc.php/z7FXG/hash/fm1fn5ih.css" /> Editorial Guidelines <link type="text/css" rel="stylesheet" Best Practices href="http://static.ak.fbcdn.net/rsrc.php/zC79Z/hash/3tdwkr1x.css" /> Marketing Tools 13 - 16 <link type="text/css" rel="stylesheet" eMarketing Tactics Benchmarks href="http://static.ak.fbcdn.net/rsrc.php/zC0HR/hash/1avrgohz.css" /> Pay Per Click Keywords <link rel="search" type="application/opensearchdescription+xml" SEO href="http://static.ak.fbcdn.net/rsrc.php/zBOV4/hash/10jfw8tc.xml" Metrics title="Facebook" /> Acknowledgements 16 <link rel="shortcut icon" href="http://static.ak.fbcdn.net/rsrc.php/z9Q0Q/hash/8yhim1ep.ico" /></head> 18 Appendix 17, <body class="WelcomePage UIPage_LoggedOut ie7 Locale_en_US">
  • 2. eMarketing GUIDE  2 Forward Social media has changed and challenged conventional wisdom. Marketers have never before had the opportunity to have a two-way conversation with such a vast audience. Consumers can now engage government publications and citizens round the globe transcending established boundaries and cultural mores. The rules have changed. Corporate America no longer waits out the firestorm of public opinion for the next big crisis to drown out today’s news from the news hole. If organizations don’t take control of their identity, the masses surely will. The art is in reading the pulse of the public and diffusing potential serious allegations before they can cause any reputational damage. Many businesses have yet to realize the significant benefits of social media and online marketing. The Internet is rapidly being embraced by every segment of our society. Consumers using the net are pre-disposed and ready to make a purchase decision. No other media delivers an audience who are ready to buy, now. Unlike conventional advertising, your messaging is unobtrusive and purely information driven. Online advertising is the most targeted and cost effective medium ever invented. The goal of this paper is to provide a framework for establishing a clear set of guidelines on emarketing and social media. I hope you find this information useful and begin to realize the vast potential that the web offers us all. Very Respectfully, Andrew Ciccone
  • 3. eMarketing GUIDE  3 eMarketing GUIDE Introduction As of 2009 122 million people use social media here in the U.S., this represents approximately two thirds of all web users (comScore April 2009). There is no shame in not having your business up and running on the net. Many are either intimidated by the technology or feel the costs are prohibitive. Not so. Consumers continue to use the net to research to learn about products. Social media can be highly effective in improving awareness of your brand, building trust that ultimately leads to increased sales. The market data that can be obtained by listening and engaging your audience online is difficult to measure and quantify. What can be said is that its value cannot be overstated, it’s pure gold. De-Mystifying Digital Media If you’ve never been to New York City, your first visit might be a bit daunting. Best to take the train down to the city and then hail a cab! Oh, that’s expensive, no worries, ride the rails. Wow, I never realized how complex the New York City Subway map is. Here are a few basic concepts and terms you’ll find helpful as you traverse the digital interval . . . URL, what is it? It’s an address, www.msn.com and it has three [3] parts: One Protocol, the name of the communications language Two Domain Name, the name of the server the file is hosted by [Com, Net. Org] Three Path Name, the location of the file on the server [i.e. www.msn.com/index] Protocol Domain Name Path Name http:// www.server.com/ folder/filename.ext http (Hyper Text Transfer Protocol) html (Hyper Text Markup Language) Domains are hosted by servers [i.e. godaddy, register.com]
  • 4. eMarketing GUIDE  4 De-Mystifying Digital Media Html tags The language embedded within your web-pages is a formatting language (e.g. how your text is arranged on the page): <b> text that follow this code are bolded up. </b> disables this function. <head> code indicates a headline. </head> indicates the end the headline. Viewing html On Internet Explorer, you can view the html coding by clicking on View. The following choices are then, Toolbars, Quick Tabs, Explorer Bars, Go To . . . Zoom, Text Size . . . Source! Click Source. an additional webpage pops up displaying the embedded html coding. What is a web-page? It is a text document that is published on a web server, it has html tags within; almost all web-pages include Hyper Text links and graphics. What is a website? It is a collection of web-pages that share a common theme and purpose [domain name] that users generally access through the site’s homepage. What is a landing-page? A landing-page can be a . . .  Newsletter  Press Release  Advertisement  Contact Page of a website (i.e. www.msn.com/contact) Newsletter Start the spring off right by attending our annual Daffodil High Tea on Saturday, April 17 at 1pm. ... for high tea, this allows more time for taking in Wilderstein's remarkable ... www.wilderstein.org/NewsletterWinter10.htm - Cached Any URL instantly takes you to potentially thousands of web-pages. The Home-page The web-page that is generally accessed first within a site is the home-page. Access to the many pages on the site with links is provided on the home-page.
  • 5. eMarketing GUIDE  5 Media Traditional Media Every medium is unique and has inherent strengths for creative and marketing objectives:  Radio is mass medium utilized best tactically to remind consumers of your brand message.  Newspapers skew older 35+. Print can communicate complex ideas and legalize better than broadcast.  Television is still the best medium to reach nearly everyone, however not for long! People I’m following NEW Following makes it easy to see contributions from your connections and others across groups you share. Just click on “Follow” next to any name in your groups. Social media platforms Online platforms are rapidly evolving and may in fact look very different in perhaps a year from now.  You Tubers skew younger 12-24 and are typically light television users. The web may be the only way to reach them.  Twitter users are typically opinion leaders who are heavy Internet users. Twitter is excellent for customer service providing real-time instant feedback to consumers’ questions in 140 characters or less.  LinkedIn is ideal for integrating your blog feed or Slideshare presentations or other applications. LinkedIn Groups serve as a resource for getting expert advice to aid you with your business decisions.  Facebook encourages people to reach out and engage. You'll find more people on Facebook than just about any other social network in the world. There is something to be said for that kind of people power.
  • 6. eMarketing GUIDE  6 Media Social Media Rules The elite! A small fraction of site visitors regularly generate 20%-50% of total site traffic and an even higher share of conversion. Double Plus Good When it comes to conversion, visitors driven to a site by influencers are two to four times more likely to convert compared to visitors from a paid search. Mob Rule! What consumers do and say with your content is far more important than the content you generate. Facebook users average over 3 billion minutes on the site. They update their status 1 million times and became “fans” of a particular company, brand, product or person 3.5 million times daily.
  • 7. eMarketing GUIDE  7 Research & Development Most of the fundamentals are the same, but the platform and language are new. It may take some getting used to. Listen First you need is to gain an intimate understanding of your audience.  How they engage themselves across the social landscape?  What they are saying, to whom, and in what way about your brand?  What keywords or phrases are they commonly using?  Are their views consistent with your expectations? Why not? What can be learned?  Who are your customers listening to?  Who do they follow? What groups do they belong to?  Are there any trends or patterns emerging? Determine who your competitors are? Think outside of the box, there may be other categories that you never thought of.  How are you differentiating yourself from the competition?  What media and messaging is your industry using?  Are there any opportunities that you can seize upon? TV PROTO-TYPICAL MEDIA CONSUMPTION RADIO RADIO SOCIAL PRINT MEDIA Identify emerging trends, phrases & buzz words  What blogs are they reading? Fan Pages?  Do different types visit, click or purchase certain products or services?  Can you identify any trends or opportunities? Age skews, affiliations etc.  Where is most of your business coming from? Geography, zip codes, from other websites, or from your existing marketing efforts (i.e. direct mail promotions)?
  • 8. eMarketing GUIDE  8 Research & Development Assess your Findings  Are your current marketing efforts addressing the insights learned from your analysis?  Does your marketing plan need to be re-evaluated?  Are your promotions yielding a high ROI?  Does the data indicate that your target does not use the net at all?  For a modest investment, would an online presence improve current marketing campaigns? Cross Channel and Multimedia Tracking Analytics These tools can help refine and improve your objectives and strategies . . .  Conversion Volume  Identify keywords and phrases that lead to sales.  Where, when, how often, and how much is said.  Sentiment/Favorability/Likert Scale  Who or what are their preferences, and why?  Can you use this information directionally to improve your strategy?  Topics of Conversation What is your audience talking about?  Price/Quality/Deliverability.  Performance/Ease of use.  Overall Awareness of existing campaigns and that of competitors.
  • 9. eMarketing GUIDE  9 Research & Development Analytics (Continued)  Ratings  What are consumers buzzing about?  What are they saying about your competitors?  Do they know you’re on the radio?  Do they know where you are located?  What your key benefit is?  Have they even heard of you? Why not?  Pass-along’s Content that is interesting, original and useful, is shared, pass it on! Given the inherent logarithmic nature of social media, your message may very well go viral!  Friends & Followers  Who are their friends, and who are they following? Why?  Insights into your consumers’ perceptions may reveal competitive weaknesses and opportunities.  Following Tools FriendorFollow.com, WeFollow.com, Tweetstats.com, Twitterlatter.com Bit.ly tracks links and identifies users linked to you. Developing an Online Presence Integrated Communications Now that you’ve gained a deep understanding about how your customers engage in social media, you can assess your existing and future marketing goals. Strategically develop a plan that builds a strong brand identity that truly adds value to your company and customers. In this fragmented world it is nearly impossible to reach highly coveted demographics through traditional forms of media alone.
  • 10. eMarketing GUIDE  10 Developing an Online Presence Planning Your Website Determine the purpose and structure of your site.  Functionality  eCommerce Site  Event landing Page  Customer Service Site  Layout of the web-pages  Number of pages?  How many tabs on each webpage?  Placement of tabs on top and/or bottom? Schwarzenegger Name Gov. Schwarzenegger Location Sacramento, California Web http://gov.ca.gov Bio As California's 38th Governor I look forward to hearing from you. 110,895 Following 1,669,325 Followers 14,321 Listed Design  Graphics, Video, and Audio streams require a significant amount of storage easily slowing down how your web-pages come up. Proper formatting usually alleviates this problem.  The upper left corner is the focal point for all your web designs. The lower right corner on your desktop won’t be seen on your Notebook or BlackBerry device!  Navigational elements such as hyper-links are great for linking to other sites to pull visitors into your site. Conversely outbound-links give visitors’ opportunities to leave you site. Not so good.  Most social media sites (i.e. Facebook, Twitter etc.) can now be easily linked to forward your posts to all the platforms.
  • 11. eMarketing GUIDE  11 Developing an Online Presence Find your Voice Don’t offer what is already out there. No one will pay you any bother. Offer interesting, original, unique content and provide something of real value. Authenticity and transparency are a must. Intellectual Property ™ Does Facebook own everything I post and upload on my site? Not exactly, in theory you have legal recourse should anyone steal any of your intellectual property. The truth is that the rewards may not be worth the energy and expense. Same goes for slander. My personal policy is that I don’t post anything on the net unless I’m prepared to face these harsh, yet unlikely consequences. www.copyblogger.com Copywriting Keep it simple. The most successful campaigns and messaging speak with one voice. All of your promotional efforts on Radio, Print, TV, Direct Mail, and the Net should be easily identifiable. The voice, tone, typefaces, colors, and feel should all be consistent.  Add something personal to your profile, on and off the net  Use concise headers no more than eight words, bullets, icons and other graphics to highlight critical selling points.  Readers tend to scan, keep your pages short, and stay on topic.  Integrate keywords mindful of density.  Avoid slang and colloquialisms.  Less is always more when copywriting, get to the point.  Write using an active voice.  Break key ideas into bullet points.
  • 12. eMarketing GUIDE  12 Developing an Online Presence Editorial Guidelines Google http:// adwords.google.com/select/guidelines.html Yahoo! http:// searchmarketing.yahoo.com/rc/srch/lg.php MSN http:// advertising.msn.com/msnadcenter/ Delete all offensive content on your sites. Don’t overdo it!  Don’t say anything you don’t feel comfortable saying online.  Don’t engage in a war of words on the net.  You don’t have to respond to everything that is being said out there, resist the temptation.  Don’t place a link to your blog on somebody else’s blog unless you’ve written or contributed something that justifies your citing your own work.  Don’t play someone else’s game. Keep it above board, play to win and have fun! CHECK THE BANNED LIST! http:// adwords.google.com/select/contentpolicy.html WORDS TO AVOID - about, a, an, are, as, at, be, by, com, de, en, for, from, how, I, in, is, it, la, of, on, or, that, the this, So c ia l A d v er t isin g to, and, was, what, when, B est Pr a c t ic es where, who, will, with, www http:// www.iab.net/social ads Best Practices When in doubt as to what is acceptable on the web, rely on your good old fashioned common sense.
  • 13. eMarketing GUIDE  13 Marketing Tools eMarketing Tactics  Continuously update your pages with photos, content, and product news. Keep it fresh!  Create events, polls and contests, to learn more about your consumers.  Develop interactive applications to engage your audience.  Become an expert in your community by offering useful tips on how to use your brand.  Promote your brand via blogs.  eBlast out Newsletters to select targets.  Post messaging on You Tube, Facebook and LinkedIn.  Create a highly targeted AdWord Campaigns (Pay Per Click). Then . . .  Build a database of current and potential customers for ongoing promotional efforts.  Bookmark pages, bloggers and groups to refer to.  Tactically group your fans and fiends into categories. This will aide your emarketing efforts. Individuals and organizations can be labeled in several groups to create demographic and psychographic composite(s). Benchmarks Bounce Rate On average nearly two thirds of all visitors bounce out to other sites after without clicking on any other pages on your site. Conversion Rate Process of changing a person’s disposition to act upon something [e.g. viewing to clicking, clicking to purchase]. Click Value Is the utility assigned to what a click is worth to you.
  • 14. eMarketing GUIDE  14 Marketing Tools Pay Per Click Campaigns PPC is simply an ad campaign that charges the advertiser for only clicks that bring the visitor to your site. They can view your URL with all the others, that may gain impressions, but you only pay for clicks. Advantages of PPC  Targeted messaging with no waste!  PPC is fast, easy to implement and manageable providing instant measureable results. Let’s get started . . . One Set up a monthly budget. Two Create a small text ad (format header and two lines of text with a well thought out domain name). Three Specify which ad words are relevant (such as competitors names, buzz and industry words). Four Determine the cost per click. Select Keywords can improve the overall success of your online efforts:  Wordtracker.com  Keyworddiscovery.com  Wordze.com  SEO Quake  Yahoo/! Site Explorer  Yellow Page Lynx Viewer
  • 15. eMarketing GUIDE  15 Marketing Tools Strategies for bidding on keywords You are bidding for position, much like an auction. The most coveted words are akin to prime-time placement.  Seek out keywords that are not in demand, that’s where the value is.  Select keywords that indicate where your message is seen (i.e. Hudson Valley, Sports Content, Skewed towards Men 18 to 34). The highest rated keyword(s); may not be the best choice for your marketing objectives: Rank Keyword Cost Price Gap #1 Best $5.02 - #2 Excellent $4.87 $0.15 #3 Very Good $4.74 $0.13 . . . . #5 Good $2.94 - #6 Ok $1.91 $1.03 . . . . #8 Not Bad $0.75 . #9 Not Too Bad $0.25 $0.50 #10 Good Value $0.24 $0.01 The #6 keyword give you high visibility at a considerably lower cost per click than the #1 keyword. If a $1.03 per click is affordable perhaps this is a smart choice. The #9 keyword certainly is Not Too Bad at 25 cents per click, certainly affordable, perhaps well within our budget! <meta name="description" content=" Facebook is a social utility that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, post links and videos, and learn more about the people they meet." /> Search Engine Optimization (SEO) is the process of improving the volume and/or quality of traffic to a blog or website. Optimizing a website involves developing the html language coding with keywords and to remove barriers to the web-spiders that rank sites.
  • 16. eMarketing GUIDE  16 Marketing Tools Metrics Well thought out analytics yields Social Media Metrics http:// www.iab.net/ social metrics rich data that strengthens your brand and bottom line. Google.com/trends Googealerts.com Ultimately measurement tools gauge success against marketing objectives. How various components contributed or diminished the success of the effort. Components of Engagement  Who saw your message? Demography, Psychology, Geography.  What pages did they click through?  How much time did they spend on each page?  How many people saw your ad? Volume.  Did they share it or forward it on?  Have they rated your video? Comments/Sentiment [Evernote.com]  What was the quality of the conversation like? [Webnotes.net] Measure your online presence before, during and after promotional efforts to better Interpret the data. ACKNOWLEDGEMENTS Forward Progress, forwardprogressblog.wordpress.com 360i Social Marketing Playbook, playbook.360i.com Using Web Analytics to Measure the Impact of online media on Business Outcomes, instituteforpr.org/research_single/web_analytics_a_method... Context Analysis and Text 100, www.slideshare.net/sethlduncan/ipr-for-slideshare All About Facebook MARCH 24, 2009, heartbeatofnewmedia.blogspot.com/2009_03_01_archive.html The Digital Marketer, digitalmarketer.quickanddirtytips.com 10 Essential Rules for Brands in Social Media, adage.com/digitalnext/article?article_id=142907
  • 17. eMarketing GUIDE  17 APPENDIX EVALUATION FORM Time invested 3 hrs per week. Short Term Objective(s) One Increase Brand Awareness.  Create blog publication schedule.  Add RSS Button.  Promote thought leadership through blog postings on industry best practices. Two Increase Engagements  Respond to comments within 24 hours.  Add links to blog on website and in e-newsletter.  Invite relevant guest bloggers and market to their networks. TRACK Social Networks  Number of posts, unique visitors, page views, downloads, registrations, orders  Time on site  Bounce rate  Audience growth, Velocity at which friends are built  Number of conversions (e.g. prospect to lead, lead to opportunity, etc.)  Conversion rate (depends on your specific conversion goals)  Subscribers  Inbound links  Referrals from social networking  Reach friends from social networks, Influence from friends from social networks
  • 18. eMarketing GUIDE  18 APPENDIX Other excellent social media platforms to check out include:  www.digg.com, Del.icio.us, WordPress.com, Quidoo.com, Technorati www.technorati.com  Feedster www.feedster.com, Blog Pulse www.blogpulse.com, Blog Lines www.bloglines.com  Qik www.qik.com, Utteril www.utteril.com, TwtVite http:// twtvite.com, EventBrite www.eventbrite.com, Twitterfeed http:// twitterfeed.com, Twitter Grader http:// twitter.grader.com, Blip.fm http:// blip.fm Online Communities Overview Demographics/Audience Stubleupon Community votes on WebPages, Almost anything works well, you can frequenting pages based on segment content specific to interest results (1 mil visitors/mo) Digg Submits and votes on offbeat Young men, “techies” – (18 mil news, Web 2.0 stories visitors/mo) Autospies Automotive news, Dealer Car enthusiasts, new and used car reviews, classified, photo consumers galleries Tip’d Financial news, ideas, and Investors, business community investing tips Del.icio.os Network saves and shares web “Web-centric” skewing toward media (Yahoo) bookmarks blogging audience Source: www.doshdosh.com/list-of-social-media-news-websites