Welcome September 2009 SEO, Social Networks and more… Internet Marketing

Who are we? Oliver Stephens MBL Solutions Ltd www.mblsolutions.co.uk 0191 250 4530

Oliver Stephens

MBL Solutions Ltd

www.mblsolutions.co.uk

0191 250 4530

Phew - what a ride Computers Websites Search Engine Optimisation Internet marketing, emailing and PPC Web “Footprint” Web 2.0 and Social Networking Creating a Web “Presence” Along the way – Freeserve and the dot com crash

Computers

Websites

Search Engine Optimisation

Internet marketing, emailing and PPC

Web “Footprint”

Web 2.0 and Social Networking

Creating a Web “Presence”

Along the way – Freeserve and the dot com crash

Objectives and what we’re going to cover First - what we’re not going to cover! Understand the key issues in developing traffic to your website Understand how Web 2.0 and Social Networks operate and can be used Understand how to use the internet effectively in your business marketing Get more customers In 1 hour!

First - what we’re not going to cover!

Understand the key issues in developing traffic to your website

Understand how Web 2.0 and Social Networks operate and can be used

Understand how to use the internet effectively in your business marketing

Get more customers

In 1 hour!

Agenda Background and definitions Search Engine Optimisation (on site) Social Networking (on and off site) Proactive Traffic Generation Integrated Marketing Campaigns Question time

Background and definitions

Search Engine Optimisation (on site)

Social Networking (on and off site)

Proactive Traffic Generation

Integrated Marketing Campaigns

Question time

What is an integrated marketing campaign? Delivery Objective Targeting Through all relevant means Coherently Joined up communication

Delivery Objective

Targeting

Through all relevant means

Coherently

Joined up communication

What is Web 2.0? Hype (or price of jargon)? Technology? Change in attitude of users? Or Web managers? A web cop out? A way to give freedom to users? A good thing? A bad thing? Just another thing? A fad?

Hype (or price of jargon)?

Technology?

Change in attitude of users?

Or Web managers?

A web cop out?

A way to give freedom to users?

A good thing?

A bad thing?

Just another thing?

A fad?

Web 2.0 / Social Media Hard to define Favourite “human interaction in a virtual world” Web 2.0 technology provides instant communication This technology and new attitude allows user generated content. Stops there or becomes a conversation.

Hard to define

Favourite “human interaction in a virtual world”

Web 2.0 technology provides instant communication

This technology and new attitude allows user generated content.

Stops there or becomes a conversation.

Who’s using Social Networks? (Ofcom) 30% of British adults have a Social Networking profile (up from 21% in 2007) 50% of users have a Facebook account – 6 hours per month from 4 hours last year BUT… 5% drop in 15 – 24 year olds using Social Network sites Usage is increasing and getting older

30% of British adults have a Social Networking profile (up from 21% in 2007)

50% of users have a Facebook account – 6 hours per month from 4 hours last year

BUT…

5% drop in 15 – 24 year olds using Social Network sites

Usage is increasing and getting older

Web 2.0 / Social Media Not to be ignored But don’t let it dazzle Business focus Look at it from a marketing perspective The way it’s used, not the technology or UGC Social Networking and Interaction

Not to be ignored

But don’t let it dazzle

Business focus

Look at it from a marketing perspective

The way it’s used, not the technology or UGC

Social Networking and Interaction

Some (Social) Media Blog (with links to your site) Squidoo lens MySpace Facebook group LinkedIn Tagging (dellicious, stumbleupon, Digg) You Tube Slideshare Flickr Twitter Article Sites PR Sites Tradespace Home Business Network

Blog (with links to your site)

Squidoo lens

MySpace

Facebook group

LinkedIn

Tagging (dellicious, stumbleupon, Digg)

You Tube

Slideshare

Flickr

Twitter

Article Sites

PR Sites

Tradespace

Home Business Network

Where does it fit in our campaign? Targets are online but they’re not searching

Targets are online but they’re not searching

Strengths Viral Personal Validated Credible Engaging Powerful linkage

Viral

Personal

Validated

Credible

Engaging

Powerful linkage

What do we use Social Networks for? Collaboration Recruitment Marketing and Focus groups

Collaboration

Recruitment

Marketing and Focus groups

Marketing Traffic generation and search Brand positioning PR Leads Sales Customer interaction Retention and reinforcement Feedback

Traffic generation and search

Brand positioning

PR

Leads

Sales

Customer interaction

Retention and reinforcement

Feedback

Our Approach Core v bleeding edge Effort v Result

Core v bleeding edge

Effort v Result

Our Approach Highly dynamic = ongoing work Search v Non search Integrated and interrelated Components

Highly dynamic = ongoing work

Search v Non search

Integrated and interrelated

Components

Elements of a campaign Searching: SEO Passing By Social Networks Bookmarking Blogs Adwords Affinity At Home Email Direct mail Advertising PR

Searching:

SEO

Passing By

Social Networks

Bookmarking

Blogs

Adwords

Affinity

At Home

Email

Direct mail

Advertising

PR

Before you start What do you want the site/campaign to do for you? Who do you want to visit/speak to? What do you want to do for the visitor – what do you want them to see ? (Immediately) Where do you want to take them with one click? What do you want the visitor to do – the Action ? ? ? ? ? ?

What do you want the site/campaign to do for you?

Who do you want to visit/speak to?

What do you want to do for the visitor – what do you want them to see ? (Immediately)

Where do you want to take them with one click?

What do you want the visitor to do – the Action ?

SEO – On our sites

Search engines

Spiders and ‘Bots Algorithms and relevance Popularity and ‘inbound links’ Submissions and Site Maps A dynamic environment Search Engine Basics

Spiders and ‘Bots

Algorithms and relevance

Popularity and ‘inbound links’

Submissions and Site Maps

A dynamic environment

Chicken and Egg Site Structure or SEO? Optimise each key page Key search phrase needs a landing page Think about optimisation before you structure the site or web presence?

Optimise each key page

Key search phrase needs a landing page

Think about optimisation before you structure the site or web presence?

First step What are the search terms to be? Building block Potential con! Objectives, Niche v Volume, competition, industry commentary, traffic volumes, relevance for us and the SITE and our PRESENCE

What are the search terms to be?

Building block

Potential con!

Objectives, Niche v Volume, competition, industry commentary, traffic volumes, relevance for us and the SITE and our PRESENCE

What’s important? Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk) GOOD META PAGE TITLE & DESCRIPTION Good meta keywords??? (search terms) GREAT CONTENT H1 Headers Image tags and descriptions Internal links Avoiding ‘clever’ code High quality inbound links Site map Robots .txt file Age of domain Site “Authority” “ Alive”

Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk)

GOOD META PAGE TITLE & DESCRIPTION

Good meta keywords??? (search terms)

GREAT CONTENT

H1 Headers

Image tags and descriptions

Internal links

Avoiding ‘clever’ code

High quality inbound links

Site map

Robots .txt file

Age of domain

Site “Authority”

“ Alive”

Increasing importance of: External Linking Web Footprint / Presence Authority Theme and Relevance Social Networking sites are seen to rank highly

External Linking

Web Footprint / Presence

Authority

Theme and Relevance

Social Networking sites are seen to rank highly

Some (Social) Networks Blog (with links to your site) Squidoo lens MySpace Facebook group LinkedIn Tagging (delicious, stumbleupon, Digg) You Tube Slideshare Flickr Twitter Article Sites PR Sites Tradespace Home Business Network

Blog (with links to your site)

Squidoo lens

MySpace

Facebook group

LinkedIn

Tagging (delicious, stumbleupon, Digg)

You Tube

Slideshare

Flickr

Twitter

Article Sites

PR Sites

Tradespace

Home Business Network

StumbleUpon

digg

delicious

Blog and blogging Easy to build - Wordpress On site or off site? Blog Directories/ Other blogs/ Your own site Be interesting and not too salesy Searchable Content Couple of times a month

Easy to build - Wordpress

On site or off site?

Blog Directories/ Other blogs/ Your own site

Be interesting and not too salesy

Searchable Content

Couple of times a month

Facebook Business to Consumer Mass market “Give me a poke” or “Throw me a sheep”, “dude” Fan Pages and Group Pages Highly targeted advertising Be personal but reflect your brand Be interactive and get visitors involved

Business to Consumer

Mass market

“Give me a poke” or “Throw me a sheep”, “dude”

Fan Pages and Group Pages

Highly targeted advertising

Be personal but reflect your brand

Be interactive and get visitors involved

Linked in Older, but less well known? Professionals Business to Business Company Profile Page LinkedIn Answers Market Research Sales

Older, but less well known?

Professionals

Business to Business

Company Profile Page

LinkedIn Answers

Market Research

Sales

Twitter for business Young(er), professional, new media savvy Tweets: 140 characters, @username Follow and Followers Search and Retweet Network! Be first to know Brand building, Support Island bridge Bio, reply to people, add links Promote your feed

Young(er), professional, new media savvy

Tweets: 140 characters, @username

Follow and Followers

Search and Retweet

Network!

Be first to know

Brand building, Support

Island bridge

Bio, reply to people, add links

Promote your feed

Twitter for business

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 flickr

E&Y Careers facebook

GM Blog

Marmite Facebook

Marmite facebook games

Marmite facebook promos

Marmite Website

What does this tell us? Problem driven Objectives Priorities Relevance Resource

Problem driven

Objectives

Priorities

Relevance

Resource

Who Fans Interested customers Regular users Niche We turn them into advocates

Fans

Interested customers

Regular users

Niche

We turn them into advocates

Groundswell – Forrester Research - POST People Objectives Strategy Technology

People

Objectives

Strategy

Technology

How to start Remember these are SOCIAL networks Try before you buy! You may be experimenting You will need to be committed You need objectives You need relevance and places to link to Team of enthusiasts Measure

Remember these are SOCIAL networks

Try before you buy!

You may be experimenting

You will need to be committed

You need objectives

You need relevance and places to link to

Team of enthusiasts

Measure

Operate in isolation? No way RELEVANCE Integrated with the site content Tail wagging the dog? – we’re not talking about a Website we’re talking about a Web Presence Style can be different

No way

RELEVANCE

Integrated with the site content

Tail wagging the dog? – we’re not talking about a Website we’re talking about a Web Presence

Style can be different

A Small Holiday Company Website Rich Content Pages for long tail Search Terms Blogs relating to this Links from relevant blogs Videos on YouTube Adwords Directories Tags Facebook Articles sites Pr Sites

Website

Rich Content

Pages for long tail Search Terms

Blogs relating to this

Links from relevant blogs

Videos on YouTube

Adwords

Directories

Tags

Facebook

Articles sites

Pr Sites

Sponsored Links

Adwords Niche v Broad terms. The long tail.

Niche v Broad terms. The long tail.

Affiliate Marketing Where one website rewards another for traffic or sales Affiliate Website Affiliate Website Affiliate Website Book Retailer Affiliate Website Redirects Customer Pays Commission Affiliate Agency

Where one website rewards another for traffic or sales

What’s next? The site’s up and running / Optimised Adwords campaign / Linking in place / Social Networks But how often are they searching for us?

The site’s up and running / Optimised

Adwords campaign / Linking in place / Social Networks

But how often are they searching for us?

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

Campaign elements Initial Communications and traffic generation Online and offline (press ads, mailshots, email shots, PR) Social Networking Keywords and Adwords Targeted landing page Data Capture Registration page Action Follow up Measurement Review

Initial Communications and traffic generation

Online and offline (press ads, mailshots, email shots, PR)

Social Networking

Keywords and Adwords

Targeted landing page

Data Capture

Registration page

Action

Follow up

Measurement

Review

Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords , SEO, Social Email shots

Simple Summary Objectives Relevance Content Interaction Connections

Thank You Any questions?

Any questions?