Welcome Back February 2010 Internet marketing, SEO, Social Networks and a whole lot more…
Where are we? Targetometer
Agenda <ul><li>Part One </li></ul><ul><ul><li>Introduction and background </li></ul></ul><ul><ul><li>Search Engine Optimis...
What is Web 2.0 & Social Media? <ul><li>Hype (or jargon)? </li></ul><ul><li>Technology? </li></ul><ul><li>Change in attitu...
Influential Opinions
Web 2.0 & Social Media & Social Networking <ul><li>Hard to define  </li></ul><ul><li>Favourite  “human interaction in a vi...
Get on board now or be left behind
Get aboard or be left behind Loads x Lots of people
We say… <ul><li>Don’t  ignore it </li></ul><ul><li>Great  opportunity </li></ul><ul><li>Don’t  let it dazzle </li></ul><ul...
Who’s using Social Networks? (Ofcom) <ul><li>30% of British adults have a Social Networking profile (up from 21% in 2007) ...
User types (Forrester – Sean Corcoran) <ul><li>Creators </li></ul><ul><li>Collectors </li></ul><ul><li>Critics </li></ul><...
Strengths <ul><li>Personal </li></ul><ul><li>Validated </li></ul><ul><li>Credible </li></ul><ul><li>Engaging </li></ul><ul...
Increasing importance in SEO of: <ul><li>External Linking </li></ul><ul><li>Web Footprint / Presence </li></ul><ul><li>Aut...
What do  we  use Social Networks for? <ul><li>Collaboration </li></ul><ul><li>Recruitment </li></ul><ul><li>Marketing and ...
Marketing <ul><li>Traffic generation and search </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Brand positioning </li><...
Some (Social) Networks <ul><li>Blog (with links to your site) </li></ul><ul><li>Squidoo lens </li></ul><ul><li>MySpace </l...
StumbleUpon
digg
delicious
 
delicious
delicious
Blog and blogging <ul><li>Easy to build - Wordpress </li></ul><ul><li>On site or off site? </li></ul><ul><li>Blog Director...
Facebook <ul><li>Business to Consumer </li></ul><ul><li>Mass market </li></ul><ul><li>“Give me a poke” or “Throw me a shee...
Linked in <ul><li>Older, but less well known? </li></ul><ul><li>Professionals </li></ul><ul><li>Business to Business </li>...
Twitter for business <ul><li>Young(er), professional, new media savvy </li></ul><ul><li>Tweets: 140 characters, @username ...
Tweetdeck
Innocent Facebook Search
Innocent facebook videos
Innocent on facebook
M&S Network Links
M&S Facebook
M&S facebook discussions
M&S facebook offers
M&S Twitter
Dell Community Pages
Dell Social Network Links
Dell Linkedin
Dell Twitter Groups
Dell Outlet Twitter
Dell Facebook
Dell Facebook
Dell facebook
Dell flickr
E&Y Careers facebook
GM Blog
Marmite Facebook
Marmite Facebook
Marmite facebook games
Marmite facebook promos
Marmite Website
Marmite on Youtube
Youtube <ul><li>All you need </li></ul><ul><ul><li>Camera </li></ul></ul><ul><ul><li>Aston Martin </li></ul></ul><ul><ul><...
What does this tell us? <ul><li>Problem driven </li></ul><ul><li>Objectives </li></ul><ul><li>Creative </li></ul><ul><li>R...
Who <ul><li>Fans </li></ul><ul><li>Interested customers </li></ul><ul><li>Regular users </li></ul><ul><li>Niche </li></ul>...
A Small Holiday Company <ul><li>Website </li></ul><ul><li>Rich Content </li></ul><ul><li>Pages for long tail Search Terms ...
Tail wagging the dog? <ul><li>We’re not talking about a Website anymore we’re talking about a  Web Presence </li></ul>
How to start <ul><li>Remember these are SOCIAL networks </li></ul><ul><li>Try before you buy! </li></ul><ul><li>You may be...
Groundswell – Forrester Research - POST <ul><li>Groundswell – Forrester Research - POST </li></ul><ul><ul><li>People </li>...
Carly Herron Web Promotion – Off Line
Now where are we? Targetometer
Let’s go get ‘em…
Let’s just ring them?
A typical decision process Awareness of the need Awareness of suppliers Build relationship with suppliers (brands) SALE! A...
Advertising
Cold DM – traditional +
Email DM <ul><li>Responsive </li></ul><ul><li>Cost effective </li></ul><ul><li>Directs traffic to your site </li></ul><ul>...
Public Relations <ul><li>Regular website review columns </li></ul><ul><li>News editorial </li></ul><ul><ul><li>Exciting pi...
Incentivise the visit <ul><li>Information or white papers </li></ul><ul><li>Join club </li></ul><ul><li>Offers and discoun...
Marketing Rule Number 1 <ul><li>Marketing now is very much about good data and building relationships </li></ul><ul><li>Go...
Registration
Campaign elements <ul><li>Initial Communications and traffic generation </li></ul><ul><ul><li>Online and offline </li></ul...
Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords & SEO & SM  Email shots
Summary of our journey <ul><li>Searching: </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Adwords </li></ul></ul><ul>...
Simple Summary Relevance Content Interaction Connections
Actions <ul><li>This takes time and focus </li></ul><ul><li>Make someone responsible </li></ul><ul><li>Make sure that ther...
Thank You <ul><li>Any questions? </li></ul>
The Golden Dozen <ul><li>Define your Site objectives </li></ul><ul><li>Who, What, Where, Action </li></ul><ul><li>Search E...
A typical decision process Awareness of the need Awareness of suppliers Build relationship with suppliers (brands) SALE! A...
Campaign elements <ul><li>Initial Communications and traffic generation </li></ul><ul><ul><li>Online and offline (press ad...
Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords , SEO, Social Email shots
Simple Summary Objectives Relevance Content Interaction Connections
Thank You <ul><li>Any questions? </li></ul>
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'Get the Best from the Web' Tyne Cinema Part Two Pres

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'Get the Best from the Web' Tyne Cinema Part Two Pres

  1. 1. Welcome Back February 2010 Internet marketing, SEO, Social Networks and a whole lot more…
  2. 2. Where are we? Targetometer
  3. 3. Agenda <ul><li>Part One </li></ul><ul><ul><li>Introduction and background </li></ul></ul><ul><ul><li>Search Engine Optimisation (on site) </li></ul></ul><ul><ul><li>Generating Traffic Online (but off site) </li></ul></ul><ul><li>Break </li></ul><ul><li>Part Two </li></ul><ul><ul><li>Social Networking (on and off site) </li></ul></ul><ul><ul><li>Proactive Traffic Generation (Offline) </li></ul></ul><ul><ul><li>Integrated Marketing Campaigns </li></ul></ul><ul><li>Question time </li></ul>
  4. 4. What is Web 2.0 & Social Media? <ul><li>Hype (or jargon)? </li></ul><ul><li>Technology? </li></ul><ul><li>Change in attitude of users or the attitude of Web managers? </li></ul><ul><li>A web cop out or a way to give freedom to users? </li></ul><ul><li>A good thing or a bad thing? </li></ul><ul><li>Just another thing? </li></ul><ul><li>A fad? </li></ul>
  5. 5. Influential Opinions
  6. 6. Web 2.0 & Social Media & Social Networking <ul><li>Hard to define </li></ul><ul><li>Favourite “human interaction in a virtual world” </li></ul><ul><li>Technology / Attitude / Free </li></ul><ul><li>Web 2.0 technology provides instant communication </li></ul><ul><li>This technology and new attitude allows user generated content (UGC) </li></ul><ul><li>Social Media are the new online tools </li></ul><ul><li>Social Networking is what we do </li></ul>
  7. 7. Get on board now or be left behind
  8. 8. Get aboard or be left behind Loads x Lots of people
  9. 9. We say… <ul><li>Don’t ignore it </li></ul><ul><li>Great opportunity </li></ul><ul><li>Don’t let it dazzle </li></ul><ul><li>Keep a business focus and marketing perspective </li></ul><ul><li>Remember the Golden Rules </li></ul>
  10. 10. Who’s using Social Networks? (Ofcom) <ul><li>30% of British adults have a Social Networking profile (up from 21% in 2007) </li></ul><ul><li>50% of users have a Facebook account – 6 hours per month from 4 hours last year </li></ul><ul><li>BUT… </li></ul><ul><li>5% drop in 15 – 24 year olds using Social Network sites </li></ul><ul><li>Usage is increasing and getting older </li></ul>
  11. 11. User types (Forrester – Sean Corcoran) <ul><li>Creators </li></ul><ul><li>Collectors </li></ul><ul><li>Critics </li></ul><ul><li>Joiners </li></ul><ul><li>Spectators </li></ul>
  12. 12. Strengths <ul><li>Personal </li></ul><ul><li>Validated </li></ul><ul><li>Credible </li></ul><ul><li>Engaging </li></ul><ul><li>Viral </li></ul>
  13. 13. Increasing importance in SEO of: <ul><li>External Linking </li></ul><ul><li>Web Footprint / Presence </li></ul><ul><li>Authority </li></ul><ul><li>Theme and Relevance </li></ul><ul><li>Social Networking sites are seen to rank highly </li></ul>
  14. 14. What do we use Social Networks for? <ul><li>Collaboration </li></ul><ul><li>Recruitment </li></ul><ul><li>Marketing and Focus groups </li></ul>
  15. 15. Marketing <ul><li>Traffic generation and search </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Brand positioning </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Customer interaction </li></ul></ul><ul><ul><li>Retention and reinforcement </li></ul></ul><ul><ul><li>Feedback </li></ul></ul>
  16. 16. Some (Social) Networks <ul><li>Blog (with links to your site) </li></ul><ul><li>Squidoo lens </li></ul><ul><li>MySpace </li></ul><ul><li>Facebook group </li></ul><ul><li>LinkedIn </li></ul><ul><li>Tagging (delicious, stumbleupon, Digg) </li></ul><ul><li>You Tube </li></ul><ul><li>Slideshare </li></ul><ul><li>Flickr </li></ul><ul><li>Twitter </li></ul><ul><li>Article Sites </li></ul><ul><li>PR Sites </li></ul><ul><li>Tradespace </li></ul><ul><li>Niche - Home Business Network / Mothers / etc.. </li></ul>
  17. 17. StumbleUpon
  18. 18. digg
  19. 19. delicious
  20. 21. delicious
  21. 22. delicious
  22. 23. Blog and blogging <ul><li>Easy to build - Wordpress </li></ul><ul><li>On site or off site? </li></ul><ul><li>Blog Directories/ Other blogs/ Your own site </li></ul><ul><li>Be interesting and not too salesy </li></ul><ul><li>Searchable Content </li></ul><ul><li>Couple of times a month </li></ul>
  23. 24. Facebook <ul><li>Business to Consumer </li></ul><ul><li>Mass market </li></ul><ul><li>“Give me a poke” or “Throw me a sheep”, “dude” </li></ul><ul><li>Fan Pages and Group Pages </li></ul><ul><li>Highly targeted advertising </li></ul><ul><li>Be personal but reflect your brand </li></ul><ul><li>Be interactive and get visitors involved </li></ul>
  24. 25. Linked in <ul><li>Older, but less well known? </li></ul><ul><li>Professionals </li></ul><ul><li>Business to Business </li></ul><ul><li>Company Profile Page </li></ul><ul><li>LinkedIn Answers </li></ul><ul><li>Market Research </li></ul><ul><li>Sales </li></ul>
  25. 26. Twitter for business <ul><li>Young(er), professional, new media savvy </li></ul><ul><li>Tweets: 140 characters, @username </li></ul><ul><li>Follow and Followers </li></ul><ul><li>Search and Retweet </li></ul><ul><li>Network! </li></ul><ul><li>Be first to know </li></ul><ul><li>Brand building, Support </li></ul><ul><li>Island bridge </li></ul><ul><li>Bio, reply to people, add links </li></ul><ul><li>Promote your feed </li></ul>
  26. 27. Tweetdeck
  27. 28. Innocent Facebook Search
  28. 29. Innocent facebook videos
  29. 30. Innocent on facebook
  30. 31. M&S Network Links
  31. 32. M&S Facebook
  32. 33. M&S facebook discussions
  33. 34. M&S facebook offers
  34. 35. M&S Twitter
  35. 36. Dell Community Pages
  36. 37. Dell Social Network Links
  37. 38. Dell Linkedin
  38. 39. Dell Twitter Groups
  39. 40. Dell Outlet Twitter
  40. 41. Dell Facebook
  41. 42. Dell Facebook
  42. 43. Dell facebook
  43. 44. Dell flickr
  44. 45. E&Y Careers facebook
  45. 46. GM Blog
  46. 47. Marmite Facebook
  47. 48. Marmite Facebook
  48. 49. Marmite facebook games
  49. 50. Marmite facebook promos
  50. 51. Marmite Website
  51. 52. Marmite on Youtube
  52. 53. Youtube <ul><li>All you need </li></ul><ul><ul><li>Camera </li></ul></ul><ul><ul><li>Aston Martin </li></ul></ul><ul><ul><li>Pair of trainers </li></ul></ul><ul><li>http://www.youtube.com/watch?v=yURa9T0-Rjk&feature=player_embedded </li></ul><ul><li>http://www.youtube.com/user/blendtec?blend=1&ob=4 </li></ul>
  53. 54. What does this tell us? <ul><li>Problem driven </li></ul><ul><li>Objectives </li></ul><ul><li>Creative </li></ul><ul><li>Relevance </li></ul><ul><li>Resource </li></ul><ul><li>It Works!! </li></ul>
  54. 55. Who <ul><li>Fans </li></ul><ul><li>Interested customers </li></ul><ul><li>Regular users </li></ul><ul><li>Niche </li></ul><ul><li>We turn them into advocates </li></ul>
  55. 56. A Small Holiday Company <ul><li>Website </li></ul><ul><li>Rich Content </li></ul><ul><li>Pages for long tail Search Terms </li></ul><ul><li>Blogs relating to this </li></ul><ul><li>Links from relevant blogs </li></ul><ul><li>Videos on YouTube </li></ul><ul><li>Adwords </li></ul><ul><li>Directories </li></ul><ul><li>Tags </li></ul><ul><li>Facebook </li></ul><ul><li>Articles sites </li></ul><ul><li>PR Sites </li></ul>
  56. 57. Tail wagging the dog? <ul><li>We’re not talking about a Website anymore we’re talking about a Web Presence </li></ul>
  57. 58. How to start <ul><li>Remember these are SOCIAL networks </li></ul><ul><li>Try before you buy! </li></ul><ul><li>You may be experimenting </li></ul><ul><li>You will need to be committed </li></ul><ul><li>You need objectives </li></ul><ul><li>You need relevance and places to link to </li></ul><ul><li>Team of enthusiasts </li></ul><ul><li>Measure </li></ul>
  58. 59. Groundswell – Forrester Research - POST <ul><li>Groundswell – Forrester Research - POST </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><li>MBL Solutions – WEBSITE </li></ul><ul><ul><li>Watch </li></ul></ul><ul><ul><li>Evaluate </li></ul></ul><ul><ul><li>Become an active believer </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Implementation </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Evolve </li></ul></ul>
  59. 60. Carly Herron Web Promotion – Off Line
  60. 61. Now where are we? Targetometer
  61. 62. Let’s go get ‘em…
  62. 63. Let’s just ring them?
  63. 64. A typical decision process Awareness of the need Awareness of suppliers Build relationship with suppliers (brands) SALE! Aftersales and support Detail information stage Confirmation and reassurance
  64. 65. Advertising
  65. 66. Cold DM – traditional +
  66. 67. Email DM <ul><li>Responsive </li></ul><ul><li>Cost effective </li></ul><ul><li>Directs traffic to your site </li></ul><ul><li>Builds membership </li></ul><ul><li>Fantastic stats </li></ul>
  67. 68. Public Relations <ul><li>Regular website review columns </li></ul><ul><li>News editorial </li></ul><ul><ul><li>Exciting picture </li></ul></ul><ul><ul><li>Web traffic news </li></ul></ul><ul><ul><li>Changing trends </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>New web service </li></ul></ul>
  68. 69. Incentivise the visit <ul><li>Information or white papers </li></ul><ul><li>Join club </li></ul><ul><li>Offers and discounts </li></ul><ul><li>Opinions and blogs </li></ul><ul><li>Editorial and comment </li></ul>
  69. 70. Marketing Rule Number 1 <ul><li>Marketing now is very much about good data and building relationships </li></ul><ul><li>Good data beats everything </li></ul><ul><li>Best data is the data you collect (websites [and events] are great at this) </li></ul><ul><li>Then you’re in control of communications and relationship building </li></ul>
  70. 71. Registration
  71. 72. Campaign elements <ul><li>Initial Communications and traffic generation </li></ul><ul><ul><li>Online and offline </li></ul></ul><ul><ul><li>Keywords and Adwords </li></ul></ul><ul><li>Targeted landing page </li></ul><ul><li>Data Capture </li></ul><ul><ul><li>Registration page </li></ul></ul><ul><li>Action </li></ul><ul><li>Follow up </li></ul><ul><li>Measurement </li></ul><ul><ul><li>Review </li></ul></ul>
  72. 73. Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords & SEO & SM Email shots
  73. 74. Summary of our journey <ul><li>Searching: </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Adwords </li></ul></ul><ul><li>Passing By </li></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Bookmarking </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Affiliate </li></ul></ul><ul><li>At Home </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>PR </li></ul></ul>
  74. 75. Simple Summary Relevance Content Interaction Connections
  75. 76. Actions <ul><li>This takes time and focus </li></ul><ul><li>Make someone responsible </li></ul><ul><li>Make sure that there is a team involved </li></ul><ul><li>Have an agreed timescale to review and change </li></ul><ul><li>Measure the results </li></ul>
  76. 77. Thank You <ul><li>Any questions? </li></ul>
  77. 78. The Golden Dozen <ul><li>Define your Site objectives </li></ul><ul><li>Who, What, Where, Action </li></ul><ul><li>Search Engine Optimisation = Visitor Optimisation </li></ul><ul><li>Benchmark your best competitors </li></ul><ul><li>SEO takes time – so get it right asap </li></ul><ul><li>Remember that a website is dynamic – keep it changing </li></ul><ul><li>Make sure your site caters for each stage of the decision process </li></ul><ul><li>Don’t forget to be proactive in your website promotion </li></ul><ul><li>Make your site integral to your campaigns – use offline methods as well – online and offline are not exclusive </li></ul><ul><li>Make sure your campaigns are circular – no dead-ends </li></ul><ul><li>Capture prospect data, register visitors and use email (at least) to continue the communications </li></ul><ul><li>Plan your site management and measurement </li></ul>
  78. 79. A typical decision process Awareness of the need Awareness of suppliers Build relationship with suppliers (brands) SALE! Aftersales and support Detail information stage Confirmation and reassurance
  79. 80. Campaign elements <ul><li>Initial Communications and traffic generation </li></ul><ul><ul><li>Online and offline (press ads, mailshots, email shots, PR) </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Keywords and Adwords </li></ul></ul><ul><li>Targeted landing page </li></ul><ul><li>Data Capture </li></ul><ul><ul><li>Registration page </li></ul></ul><ul><li>Action </li></ul><ul><li>Follow up </li></ul><ul><li>Measurement </li></ul><ul><ul><li>Review </li></ul></ul>
  80. 81. Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords , SEO, Social Email shots
  81. 82. Simple Summary Objectives Relevance Content Interaction Connections
  82. 83. Thank You <ul><li>Any questions? </li></ul>

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