Online Marketing Workshop:
Jesse Desjardins
Online Director, Global Gossip

22,000+
PC users every day

tech savvy
19-29

Big ideas for 2009

Care what people are
saying about your product

Too
late?

Understand your market
before it understands you

Radical transparency

20,000,000+
reviews

Leverage

13 hours of video are uploaded to YouTube every minute
1 billion are being watched every day.

Usability

Focus on fundamentals

Measurement

Reach spectators

62 replies

be rst to respond

Protect your legacy

Incorporate online marketing in
your daily business activities

Seriously get social

The concept of social networking
is evolving and morphing

Economy

Google

10%
Australia:
90%
Google Other

Great you’re #1
for your product name
But how do you measure up
with all the other keywords?

Audit Incoming Links

link: yourwebsite.com

Adwords

local, national, and
international distribution

$$$
some keywords are too

Track the
Return-On-Investment
of each ad

Test Multiple Ads

tag on to other events or locations

get professional help

Google Blog Search

blogsearch.google.com

don’t cheat
(it’s not nice)

Google Analytics

Google Alerts

Google alert ideas
•You and your organization
•Projects and market sectors
•Competitors and partners
For Best Results
• Be speci c
•\"Put phrases in quotes\"

Universal Search

Research your competitors

Google search your
product in other countries

Google.co.uk
Google.de
Google.co.kr

iGoogle

google.com/ig

Google Maps

Google Reader

google.com/reader

Google it!

Content Creation

Are ads as content
the future of advertising?

30mviews
500% increase in sales

.01% of Qantas passengers viewed these videos =
50,000 views a months

Karma

Provide content to in uential
websites and blogs

Ideas:
•video clips highlighting your area
•write a guide
•provide photos
•get interviewed
•provide interesting statistics

Start blogging

Wordpress.org

Blogger.com

Find fans

Claim your name

YouTube.com/MelbourneTravel

Team up and create content

Printable &
downloadable content

Find people to create
content for you