Online Marketing: Phase III - Execution

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Montana State University: Online Marketing Course on Executing Strategy

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Online Marketing: Phase III - Execution

  1. 1. Online MarketingSession III: Execution
  2. 2. Our Flight Plan
  3. 3. Our Flight Plan1:00 - 1:15 Review
  4. 4. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Execution
  5. 5. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)
  6. 6. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK
  7. 7. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK2:40 - 3:00 Basic Overview of Search
  8. 8. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK2:40 - 3:00 Basic Overview of Search3:15 - 3:45 Social Media
  9. 9. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK2:40 - 3:00 Basic Overview of Search3:15 - 3:45 Social Media3:45 - 4:00 Review
  10. 10. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK2:40 - 3:00 Basic Overview of Search3:15 - 3:45 Social Media3:45 - 4:00 ReviewHomework - What Are
  11. 11. The Road Ahead In 4 Classes
  12. 12. The Road Ahead In 4 ClassesResearch
  13. 13. The Road Ahead In 4 ClassesResearch Strategy
  14. 14. The Road Ahead In 4 ClassesResearch Strategy Execution
  15. 15. The Road Ahead In 4 ClassesResearch Strategy Execution Measure
  16. 16. StrategyStrategy
  17. 17. Strategy•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives Source: http://forrester.typepad.com/groundswell/
  18. 18. Strategy exercise What Type is Your Persona?forrester.com/empowered/tool_consumer.html
  19. 19. Strategy‘POST’
  20. 20. Strategy‘POST’People
  21. 21. Strategy‘POST’PeopleObjectives
  22. 22. Strategy‘POST’PeopleObjectivesStrategy
  23. 23. Strategy‘POST’PeopleObjectivesStrategyTechnology
  24. 24. Example Strategy Clear, MeasurableOccupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
  25. 25. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real estate industry in California”
  26. 26. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real estate industry in California”“Reach decision makers in real estate in greater LA”
  27. 27. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real estate industry in California”“Reach decision makers in real estate in greater LA”“Provide free educational content to CEO’s andMarketing Officers on ways to increase theirprofitability using the web in high-end rental real estatein greater LA”
  28. 28. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real POOR estate industry in California”“Reach decision makers in real estate in greater LA”“Provide free educational content to CEO’s andMarketing Officers on ways to increase theirprofitability using the web in high-end rental real estatein greater LA”
  29. 29. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real POOR estate industry in California” BETTER“Reach decision makers in real estate in greater LA”“Provide free educational content to CEO’s andMarketing Officers on ways to increase theirprofitability using the web in high-end rental real estatein greater LA”
  30. 30. Example Strategy Clear, Measurable Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, quality“Reach people in real POOR estate industry in California” BETTER“Reach decision makers in real estate in greater LA”“Provide free educational content to CEO’s andMarketing Officers on BEST ways to increase theirprofitability using the web in high-end rental real estatein greater LA”
  31. 31. Example Strategy Clear, Measurable
  32. 32. Example Strategy Clear, MeasurableOBJECTIVES:“Provide free educational content to CEO’s andMarketing Officers on ways to increase theirprofitability using the web in high-end rental real estatein greater LA”MEASURABLE: • Increase web traffic from this geography by 30% • Develop a blog around ways to increase profitability • Grow opt-ins for monthly newsletter to 200 • Create videos on “Pain Points” and post to YouTube
  33. 33. Example Strategy Experience
  34. 34. Example Strategy ExperienceSTRATEGY
  35. 35. Example Strategy ExperienceSTRATEGYSelling: Web design services
  36. 36. Example Strategy ExperienceSTRATEGYSelling: Web design servicesUser Experience
  37. 37. Example Strategy ExperienceSTRATEGYSelling: Web design servicesUser Experience‘Our site provides tips and multi-media content thatshows how decision makers in high-end rentals can bemore profitable using the web to keep occupancy highand attract long-term tenants’
  38. 38. Strategy‘POST’
  39. 39. Strategy‘POST’People (Persona)
  40. 40. Strategy‘POST’People (Persona)Objectives (Goals)
  41. 41. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)
  42. 42. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Today
  43. 43. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Today
  44. 44. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Today
  45. 45. Strategy‘POST’People (Persona)Objectives (Goals)Strategy (Experience)Technology - Today
  46. 46. ExecutionExecution
  47. 47. What a Website Execution Can Do
  48. 48. What a Website Execution Can DoEducate
  49. 49. What a Website Execution Can DoEducateEngage
  50. 50. What a Website Execution Can DoEducateEngageImpress
  51. 51. What a Website Execution Can DoEducateEngageImpressQualify a Customer
  52. 52. What a Website Execution Can DoEducateEngageImpressQualify a CustomerCustomer Service
  53. 53. What a Website Execution Canʼt Do
  54. 54. What a Website Execution Canʼt DoInstant Results
  55. 55. What a Website Execution Canʼt DoInstant ResultsMake Big Sales
  56. 56. What a Website Execution Canʼt DoInstant ResultsMake Big SalesCover Up Poor Product
  57. 57. What a Website Execution Canʼt DoInstant ResultsMake Big SalesCover Up Poor ProductUpdate Itself
  58. 58. Can I Trust You? Execution 10 Factors from Stanford Research StudySource: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  59. 59. Can I Trust You? Execution 10 Factors from Stanford Research Study 3 years+Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  60. 60. Can I Trust You? Execution 10 Factors from Stanford Research Study 3 years+ 5,500 usersSource: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  61. 61. Can I Trust You? Execution 10 Factors from Stanford Research Study 3 years+ 5,500 users Lab, Surveys, Online experiments, Content AnalysisSource: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  62. 62. Can I Trust You? Execution 10 Factors from Stanford Research Study 3 years+ 5,500 users Lab, Surveys, Online experiments, Content Analysis In short: Use Common SenseSource: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  63. 63. Execution #1Design yoursite so itlooksprofessional Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  64. 64. Execution #2Easily verifyaccuracy ofinfo on yoursite Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  65. 65. Execution#3Show thatyou’re real Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  66. 66. Execution#4Show howyou’re anexpert Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  67. 67. Execution#5Put a humanface andtone to theorganization Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  68. 68. Execution #6Make it easyto contactyou Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  69. 69. Execution #7Make it easyto use anduseful Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  70. 70. Execution #8Update yoursite’s contentoften Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  71. 71. Execution #9Easy on thepromotionalcontent Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  72. 72. Execution#10Watch tehtipos anddead links Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
  73. 73. How People ExecutionRead Online
  74. 74. How People ExecutionRead Online
  75. 75. Key Insight ExecutionMore Words = Less Engagement
  76. 76. Execution20%Percentageof wordsread duringan averagesite visit
  77. 77. Flashback Execution Yahoo around 2000
  78. 78. Flashback Execution Google around 2000
  79. 79. Today Execution
  80. 80. Principles ExecutionGreat Websites Have the Following:
  81. 81. Principles Execution Great Websites Have the Following:1. Simple navigation
  82. 82. Principles Execution Great Websites Have the Following:1. Simple navigation2. Keyword Headings
  83. 83. Principles Execution Great Websites Have the Following:1. Simple navigation2. Keyword Headings3. Concise Text
  84. 84. Principles Execution Great Websites Have the Following:1. Simple navigation2. Keyword Headings3. Concise Text4. Great Images
  85. 85. Principles Execution Great Websites Have the Following:1. Simple navigation2. Keyword Headings3. Concise Text4. Great Images5. Breadcrumbs
  86. 86. Principles Execution Great Websites Have the Following:1. Simple navigation TIP: Observe2. Keyword Headings somebody on your3. Concise Text site and have them4. Great Images talk through their5. Breadcrumbs thoughts
  87. 87. Executionexercise Share Your Strategy with Group
  88. 88. ExecutionSearch
  89. 89. ExecutionRemember This It’s All About: Keywords
  90. 90. Keywords ExecutionHow We Find Everything Online
  91. 91. Keywords Execution How We Find Everything Online1. Use Your Persona To Guide You
  92. 92. Keywords Execution How We Find Everything Online1. Use Your Persona To Guide You2. Brainstorm keyword phrases around pain points
  93. 93. Keywords Execution How We Find Everything Online1. Use Your Persona To Guide You2. Brainstorm keyword phrases around pain points3. Use Google’s AdWords Tool for ideas
  94. 94. Keywords Execution How We Find Everything Online1. Use Your Persona To Guide You2. Brainstorm keyword phrases around pain points3. Use Google’s AdWords Tool for ideas4. Identify keywords to weave into all your content
  95. 95. Principles ExecutionOverview of a Search Results Page
  96. 96. Principles ExecutionOverview of a Search Results Page Keyword Phrase
  97. 97. Principles ExecutionOverview of a Search Results Page Keyword Phrase Local Results
  98. 98. Principles Execution Overview of a Search Results Page Keyword Phrase Local ResultsPageTitle
  99. 99. Principles Execution Overview of a Search Results Page Keyword Phrase Local Results Page Title PageDescription
  100. 100. Principles Execution Paid Search
  101. 101. Executionexercise Let’s Brainstorm...
  102. 102. ExecutionTechnology
  103. 103. Strategy‘POST’
  104. 104. Strategy‘POST’People
  105. 105. Strategy‘POST’PeopleObjectives
  106. 106. Strategy‘POST’PeopleObjectivesStrategy
  107. 107. Strategy‘POST’PeopleObjectivesStrategyTechnology
  108. 108. Review StrategyClear, Measurable
  109. 109. Review Strategy Clear, MeasurableOBJECTIVES:“Provide free educational content to CEO’s andMarketing Officers on ways to increase theirprofitability using the web in high-end rental real estatein greater LA”MEASURABLE: • Increase web traffic from this geography by 30% • Develop a blog around ways to increase profitability • Grow opt-ins for monthly newsletter to 200 • Create videos on “Pain Points” and post to YouTube
  110. 110. Review Strategy ExperienceOccupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
  111. 111. Review Strategy Experience Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, qualityUser Experience
  112. 112. Review Strategy Experience Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, qualityUser Experience‘Our site provides tips and multi-media content thatshows how decision makers in high-end rentals can bemore profitable using the web to keep occupancy highand attract long-term tenants’
  113. 113. Who Are These People? Source: http://forrester.typepad.com/groundswell/
  114. 114. Who Are These People? •Creators •Conversationalists •Critics •Collectors •Joiners •Spectators •Inactives Source: http://forrester.typepad.com/groundswell/
  115. 115. Executionpop quiz What Should I Do?
  116. 116. ExecutionSocial Media
  117. 117. Social Media Execution
  118. 118. FacebookOne Site to Rule Them All Source: http://thinksocialmedia.com/tag/social-media/
  119. 119. FacebookOne Site to Rule Them All
  120. 120. FacebookOne Site to Rule Them All
  121. 121. FacebookOne Site to Rule Them All China -1.3B India - 1.1B Facebook - .5B
  122. 122. Twitter Real Time SearchAmericans who maintain a profile
  123. 123. YouTubeBe Creative. Reach Millions
  124. 124. Executionexample
  125. 125. Example Execution Execution
  126. 126. Example Execution ExecutionMEASURABLE: • Increase web traffic from this geography by 30% • Develop a blog around ways to increase profitability • Grow opt-ins for monthly newsletter to 200 • Create videos on “Pain Points” and post to YouTube
  127. 127. (Great Content)
  128. 128. (Great Content)
  129. 129. (Great Content)email
  130. 130. (Great Content)email
  131. 131. (Great Content)email search
  132. 132. (Great Content)email search
  133. 133. (Great Content)email search adwords
  134. 134. (Great Content)email search adwords
  135. 135. (Great Content)email search adwordsvideo
  136. 136. (Great Content)email search adwordsvideo
  137. 137. (Great Content)email search adwordsvideo updates
  138. 138. (Great Content)email search adwordsvideo updates
  139. 139. (Great Content)email search adwordsvideo updates podcast
  140. 140. Principles Execution Review
  141. 141. Principles Execution Review1. Audit your website against Stanford study
  142. 142. Principles Execution Review1. Audit your website against Stanford study2. Consider Design: Images and Text
  143. 143. Principles Execution Review1. Audit your website against Stanford study2. Consider Design: Images and Text3. Search: All About the Keywords4. Pick the technology based on your persona
  144. 144. Principles Execution Review1. Audit your website against Stanford study2. Consider Design: Images and Text3. Search: All About the Keywords4. Pick the technology based on your persona5. Does this support your goals?

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