The goal of this presentation is to provide a framework for establishing a clear set of guidelines for establishing on online presence. First a few basic concepts you’ll find helpful as you traverse the digital interval . . .
Digital Concepts 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].
URL Protocol Domain Name Path Name http:// www.server.com/ folder/filename.ext Albany Florist Delivers Deals Excellent Florist – Beautiful Flowers Albany Florist on line orders $10 off www. AlbanyFlorist .com
Line 1: Title Line
Line 2: Description
Line 3: Description
Line 4: Display URL
Domains are hosted by servers [i.e. GoDaddy, Register.com] Digital Concepts
<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." /> http (Hyper Text Transfer Protocol) html (Hyper Text Markup Language) 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. Digital Concepts
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. Digital Concepts Your Amazon.com | Today's Deals | Gifts & Wish Lists | Gift Cards
Web Design The upper left corner is the focal point for all your web designs. The lower right corner on your desktop won’t be seen . . .
Web Design Proper formatting is critical. Graphics, Video, and Audio streams require a significant amount of storage easily slowing down how your web-pages come up. Loading . . . Please Wait . Platforms are continually evolving and improving!
Web Design 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 good. Most social media sites can now be easily linked to forward your posts to all the platforms. . Connect with Facebook Connect Digg.com with Facebook to interact with your friends on this site and to share on Facebook through your Wall and friends' News Feeds.
Activities that integrate technology, social interaction, and the construction of words and pictures is Social Media. Wikipedia
You Tube Skews younger 12-24;
typically light television users.
LinkedIn Integrate your blog feed or
Slideshare presentations or other
applications. Groups serve as a
resource for expert advice .
Social Media Platforms 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 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 Twitter U sers are typically opinion leaders who are heavy Internet users. Real-time instant feedback to consumers’ questions in 140 characters or less.
Facebook You'll find more people on Facebook than just about any other social network in the world.
25 million people watch “American Idol” each week. Facebook reports 150 million active accounts. Nielsen
SEARCH ENGINE Optimization (SEO) is the process of improving the volume and/or quality of traffic to a website increasing visibility. Good SEO finds that special balance between Content and Links ! Page Rank wins over Content Links drive Page Rank More Links = More Visibility Over 80% of search engine users find what they are looking for within the first three pages . Forrester Reports
SEO removes barriers so that web-spiders can rank your site. A Spider is a computer program that scans throughout the net, “reading” web-content, then reports the data back (i.e. Google Search Engine). Spiders follow all Links , indexing every web page they find! Spider “crawls” Home Page “f etches” ALL content to determine the Search Engine Index! SEO | Rankings
SEO | How do SPIDERS Read? The SPIDER reads this highlighted section as an “image” with NO Keyword content! This highlighted section reads all “keywords” as content . Images are not content! SPIDERS love text, reporting data back as content . FLASH Videos are not content!
SEO | Where do SPIDERS read data? Keywords play a critical role in how Spiders “index” your webpage!
Web Articles & News Releases Online Directories Social Media Sites Blogs Websites SEO | SPIDERS exit websites via LINKS Links come from a variety of sources One Way Links – Inbound links from relevant sources Directory Links – Inbound links from directories Web 2.0 – Great blog postings drive links
Directory/ Local PAID vs. Organic Search Pay Per Click search results SPONSORED/Pay per click Results 85% of ALL consumers click only on Organic Search results
A rt Poetry Food Travel Family Fashion Events Writing Random Personal Video Love Books Media Technology Blog Videos Entertainment Movies Reviews Photos Health Online Blogging Hollywood God Humor Recipes History Sports 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. Pay Per Click Campaigns
PPC | Let’s get started . . . One Set up a monthly budget. Two Create a small text ad (header and two lines of text and a well thought out domain name). Three Specify which ad words are relevant (competitors names, buzz words). Four Determine the cost per click.
Well thought out analytics yields rich data that strengthens your brand and bottom line .
Components of Engagement
Who saw your message?
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?
What was the quality of the conversation like?
Analytics | 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. .
Social Media Metrics http:// www.iab.net/ social metrics Measure your online presence before, during and after promotional efforts to better Interpret the data.
Integrated Communications Strategically develop a plan that builds a strong brand identity that truly adds value to your company and customers. 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. In this fragmented world it is nearly impossible to reach highly coveted demographics through traditional forms of media alone.
If marketers don’t take charge of their on-line identity the bloggers will!