Social Media ©2014 Claudia Dieterle 1
Social Media
Claudia Dieterle
The digital communication in the web
Social Media ©2014 Claudia Dieterle 2
Types of websites
● Website (standard, detailed)
● Mobile websites, especially for m...
Social Media ©2014 Claudia Dieterle 3
Structure of a website
● Welcome page
● About us/about me
● Information about produc...
Social Media ©2014 Claudia Dieterle 4
Website contact page
● Contact form
with a minimum of obligatory fields.
Indicate yo...
Social Media ©2014 Claudia Dieterle 5
Website tips
● Quick loading time (PageSpeed Insights)
● Mobile website (responsive ...
Social Media ©2014 Claudia Dieterle 6
Website tips
● Social networking
Who likes it?
● QR Codes
Scan URL, text or
visit ca...
Social Media ©2014 Claudia Dieterle 7
Website tips bounce rate
● Clearly visible telephone number in the
header
● Download...
Social Media ©2014 Claudia Dieterle 8
Website tips online shop
● Complete product information
● Show customer ratings
● Ma...
Social Media ©2014 Claudia Dieterle 9
1. SEO =
Search engine optimisation
● Keywords in the domain/subdomain
● Keywords in...
Social Media ©2014 Claudia Dieterle 10
1. SEO =
Search engine optimisation
● Keyword (example of Wikipedia)
Social Media ©2014 Claudia Dieterle 11
1. SEO =
Search engine optimisation
● Keyword Social Media
Social Media ©2014 Claudia Dieterle 12
2. SEO =
Search engine optimisation
Meta data:
● Meta title
● Meta description
● Me...
Social Media ©2014 Claudia Dieterle 13
2. SEO =
Suchmaschinenoptimierung
Important: Separate meta data for each page!
● Me...
Social Media ©2014 Claudia Dieterle 14
3. SEO =
Search engine optimisation
● Backlinks, internal links
● Easy navigation:
...
Social Media ©2014 Claudia Dieterle 15
3. SEO =
Search engine optimisation
● Internal and external links
● Navigation
hori...
Social Media ©2014 Claudia Dieterle 16
3. SEO =
Search engine optimisation
● Sitemap
Social Media ©2014 Claudia Dieterle 17
4. SEO =
Search engine optimisation
● Significant file names of pictures
● Captions...
Social Media ©2014 Claudia Dieterle 18
4. SEO =
Search engine optimisation
● Caption and alternative text
Social Media ©2014 Claudia Dieterle 19
Google Analytics
Installation of a tracking code for measuring
data of the visitors...
Social Media ©2014 Claudia Dieterle 20
Google Analytics
Measuring data of visitors after installation
of a tracking code (...
Social Media ©2014 Claudia Dieterle 21
Social Networks
● Facebook and Google+ private profile and
page
● Twitter (tweets w...
Social Media ©2014 Claudia Dieterle 22
Social Networks
● Facebook page
Social Media ©2014 Claudia Dieterle 23
Social Networks
● Google+ page
Social Media ©2014 Claudia Dieterle 24
Social Networks
● Twitter (tweets with a maximum of 140
characters)
Social Media ©2014 Claudia Dieterle 25
Social Networks
● YouTube (videos)
Social Media ©2014 Claudia Dieterle 26
Social Networks
YouTube (videos)
● A filmlet with persons
● A product film with dir...
Social Media ©2014 Claudia Dieterle 27
Social Networks
● Pinterest
Social Media ©2014 Claudia Dieterle 28
Social Networks
● flickr
Social Media ©2014 Claudia Dieterle 29
Social Networks
● Xing
Social Media ©2014 Claudia Dieterle 30
Social Networks
● LinkedIn
Social Media ©2014 Claudia Dieterle 31
Social Networks
● about.me
Social Media ©2014 Claudia Dieterle 32
Social Networks
● SlideShare
Social Media ©2014 Claudia Dieterle 33
Local promotion
For companies who sell mainly locally:
● Google Places resp. Google...
Social Media ©2014 Claudia Dieterle 34
Local promotion
● Google Maps, Google+ Local
Social Media ©2014 Claudia Dieterle 35
Local promotion
● foursquare
Social Media ©2014 Claudia Dieterle 36
Local promotion
● yellowbook
Social Media ©2014 Claudia Dieterle 37
Promotion
Promotion in the web:
● Google AdWords
● Facebook ads
● Twitter ads
● Ads...
Social Media ©2014 Claudia Dieterle 38
Blogs, forums, press portals
● Blog on the website
● Google Blogger
● WordPress
● G...
Social Media ©2014 Claudia Dieterle 39
Blogs, forums, press portals
● Blog on the website
Social Media ©2014 Claudia Dieterle 40
Blogs, forums, press portals
● Google Blogger
Social Media ©2014 Claudia Dieterle 41
Blogs, forums, press portals
● WordPress
Social Media ©2014 Claudia Dieterle 42
Blogs, forums, press portals
● Google forum/Google help group
Social Media ©2014 Claudia Dieterle 43
Blogs, forums, press portals
● Press portal openPR
Social Media ©2014 Claudia Dieterle 44
Social Media
How are you found in the web?
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Presentation Social Media

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Social Media – The digital communication in the web

How to be found in the web:

- Website (tips for creating, search engine optimization and analyzing the website).
- Social networks.
- Local promotion with Google+ Local, foursquare or online classified directories.
- Promotion in the web with online ads.
- Writing blog articles on a blog on your website or using Google Blogger or WordPress.
- Help forums.
- Press portals.

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Presentation Social Media

  1. 1. Social Media ©2014 Claudia Dieterle 1 Social Media Claudia Dieterle The digital communication in the web
  2. 2. Social Media ©2014 Claudia Dieterle 2 Types of websites ● Website (standard, detailed) ● Mobile websites, especially for mobile devices ● Microsite (smaller website) ● Landing page, a page especially done for promotion purposes
  3. 3. Social Media ©2014 Claudia Dieterle 3 Structure of a website ● Welcome page ● About us/about me ● Information about products/services, etc. ● Updates/news ● Picture gallery ● Online shop (general conditions, data protection, about) ● Contact/about
  4. 4. Social Media ©2014 Claudia Dieterle 4 Website contact page ● Contact form with a minimum of obligatory fields. Indicate your email also separately, show your address, eventually a captcha (good readability) as a spam protection.
  5. 5. Social Media ©2014 Claudia Dieterle 5 Website tips ● Quick loading time (PageSpeed Insights) ● Mobile website (responsive webdesign or a separate website) ● View in different browsers ● Regular updates ● Easy to find contact data ● Check links (404 error pages) ● Social networking and QR Codes
  6. 6. Social Media ©2014 Claudia Dieterle 6 Website tips ● Social networking Who likes it? ● QR Codes Scan URL, text or visit card with a smartphone
  7. 7. Social Media ©2014 Claudia Dieterle 7 Website tips bounce rate ● Clearly visible telephone number in the header ● Download of a free of charge pdf-file ● Download of a free of charge e-book ● Offer a free of charge webinar ● Free of charge gift for an order Advantage: Decrease of the bounce rate. Remarketing possible with email address.
  8. 8. Social Media ©2014 Claudia Dieterle 8 Website tips online shop ● Complete product information ● Show customer ratings ● Make it easy to find information about pricing, payment conditions, delivery, return delivery, shipping costs ● Easy and quick order processing ● Give the possibility to register as a guest with less information
  9. 9. Social Media ©2014 Claudia Dieterle 9 1. SEO = Search engine optimisation ● Keywords in the domain/subdomain ● Keywords in significant page titles ● Keywords in the header and the text ● Keywords in the file name and alt-tags ● Keywords e. g. formatted in bold ● Keywords at the beginning or end of the text
  10. 10. Social Media ©2014 Claudia Dieterle 10 1. SEO = Search engine optimisation ● Keyword (example of Wikipedia)
  11. 11. Social Media ©2014 Claudia Dieterle 11 1. SEO = Search engine optimisation ● Keyword Social Media
  12. 12. Social Media ©2014 Claudia Dieterle 12 2. SEO = Search engine optimisation Meta data: ● Meta title ● Meta description ● Meta keywords (for Bing, Yahoo, ...)
  13. 13. Social Media ©2014 Claudia Dieterle 13 2. SEO = Suchmaschinenoptimierung Important: Separate meta data for each page! ● Meta description ● Picture in the search result with Google authorship. More information at: https://plus.google.com/authorship?hl=en
  14. 14. Social Media ©2014 Claudia Dieterle 14 3. SEO = Search engine optimisation ● Backlinks, internal links ● Easy navigation: Clear menus and buttons with significant descriptions ● URLs with clear names and favicon ● Sitemap
  15. 15. Social Media ©2014 Claudia Dieterle 15 3. SEO = Search engine optimisation ● Internal and external links ● Navigation horizontal or vertical (left or right) ● URLs with clear name and favicon
  16. 16. Social Media ©2014 Claudia Dieterle 16 3. SEO = Search engine optimisation ● Sitemap
  17. 17. Social Media ©2014 Claudia Dieterle 17 4. SEO = Search engine optimisation ● Significant file names of pictures ● Captions for pictures ● Alt-tags (alt-attributes)/alternative texts ● Title-attribute (mouse-over, more detailed description of the picture)
  18. 18. Social Media ©2014 Claudia Dieterle 18 4. SEO = Search engine optimisation ● Caption and alternative text
  19. 19. Social Media ©2014 Claudia Dieterle 19 Google Analytics Installation of a tracking code for measuring data of the visitors: ● Quantity of visitors. ● Country, town, language of the visitors. ● Which pages have been visited (duration of the visit)? ● Bounced on which page? ● New or returning visitors?
  20. 20. Social Media ©2014 Claudia Dieterle 20 Google Analytics Measuring data of visitors after installation of a tracking code (data protection!):
  21. 21. Social Media ©2014 Claudia Dieterle 21 Social Networks ● Facebook and Google+ private profile and page ● Twitter (tweets with a maximum of 140 characters) ● YouTube (videos) ● Pinterest, flickr, Instagram, Tumblr ● Xing or LinkedIn ● about.me, SlideShare
  22. 22. Social Media ©2014 Claudia Dieterle 22 Social Networks ● Facebook page
  23. 23. Social Media ©2014 Claudia Dieterle 23 Social Networks ● Google+ page
  24. 24. Social Media ©2014 Claudia Dieterle 24 Social Networks ● Twitter (tweets with a maximum of 140 characters)
  25. 25. Social Media ©2014 Claudia Dieterle 25 Social Networks ● YouTube (videos)
  26. 26. Social Media ©2014 Claudia Dieterle 26 Social Networks YouTube (videos) ● A filmlet with persons ● A product film with directions for use ● A product seen from all angles ● Slide Show (pictures and texts) ● „Like“ and comments possible
  27. 27. Social Media ©2014 Claudia Dieterle 27 Social Networks ● Pinterest
  28. 28. Social Media ©2014 Claudia Dieterle 28 Social Networks ● flickr
  29. 29. Social Media ©2014 Claudia Dieterle 29 Social Networks ● Xing
  30. 30. Social Media ©2014 Claudia Dieterle 30 Social Networks ● LinkedIn
  31. 31. Social Media ©2014 Claudia Dieterle 31 Social Networks ● about.me
  32. 32. Social Media ©2014 Claudia Dieterle 32 Social Networks ● SlideShare
  33. 33. Social Media ©2014 Claudia Dieterle 33 Local promotion For companies who sell mainly locally: ● Google Places resp. Google+ Local ● foursquare Online classified directories: ● http://www.yellow.com ● http://www.yellowbook.com ● http://www.yellowpages.com
  34. 34. Social Media ©2014 Claudia Dieterle 34 Local promotion ● Google Maps, Google+ Local
  35. 35. Social Media ©2014 Claudia Dieterle 35 Local promotion ● foursquare
  36. 36. Social Media ©2014 Claudia Dieterle 36 Local promotion ● yellowbook
  37. 37. Social Media ©2014 Claudia Dieterle 37 Promotion Promotion in the web: ● Google AdWords ● Facebook ads ● Twitter ads ● Ads on YouTube ● Pinterest Product Pins
  38. 38. Social Media ©2014 Claudia Dieterle 38 Blogs, forums, press portals ● Blog on the website ● Google Blogger ● WordPress ● Google forum/Google help group ● http://www.openpr.com ● http://www.prnewswire.com ● http://www.world-newspapers.com
  39. 39. Social Media ©2014 Claudia Dieterle 39 Blogs, forums, press portals ● Blog on the website
  40. 40. Social Media ©2014 Claudia Dieterle 40 Blogs, forums, press portals ● Google Blogger
  41. 41. Social Media ©2014 Claudia Dieterle 41 Blogs, forums, press portals ● WordPress
  42. 42. Social Media ©2014 Claudia Dieterle 42 Blogs, forums, press portals ● Google forum/Google help group
  43. 43. Social Media ©2014 Claudia Dieterle 43 Blogs, forums, press portals ● Press portal openPR
  44. 44. Social Media ©2014 Claudia Dieterle 44 Social Media How are you found in the web?

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