MBL Solutions Social Media Show Sept 09

558 views
520 views

Published on

An introduction to internet marketing, focussing on the benefits of SEO and Social Media for businesses.

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
558
On SlideShare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

MBL Solutions Social Media Show Sept 09

  1. 1. Welcome September 2009 SEO, Social Networks and more… Internet Marketing
  2. 2. Who are we? <ul><li>Oliver Stephens </li></ul><ul><li>MBL Solutions Ltd </li></ul><ul><li>www.mblsolutions.co.uk </li></ul><ul><li>0191 250 4530 </li></ul>
  3. 3. Phew - what a ride <ul><li>Computers </li></ul><ul><li>Websites </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>Internet marketing, emailing and PPC </li></ul><ul><li>Web “Footprint” </li></ul><ul><li>Web 2.0 and Social Networking </li></ul><ul><li>Creating a Web “Presence” </li></ul><ul><li>Along the way – Freeserve and the dot com crash </li></ul>
  4. 4. Objectives and what we’re going to cover <ul><li>First - what we’re not going to cover! </li></ul><ul><li>Understand the key issues in developing traffic to your website </li></ul><ul><li>Understand how Web 2.0 and Social Networks operate and can be used </li></ul><ul><li>Understand how to use the internet effectively in your business marketing </li></ul><ul><li>Get more customers </li></ul><ul><li>In 1 hour! </li></ul>
  5. 5. Agenda <ul><li>Background and definitions </li></ul><ul><li>Search Engine Optimisation (on site) </li></ul><ul><li>Social Networking (on and off site) </li></ul><ul><li>Proactive Traffic Generation </li></ul><ul><li>Integrated Marketing Campaigns </li></ul><ul><li>Question time </li></ul>
  6. 6. What is an integrated marketing campaign? <ul><li>Delivery Objective </li></ul><ul><li>Targeting </li></ul><ul><li>Through all relevant means </li></ul><ul><li>Coherently </li></ul><ul><li>Joined up communication </li></ul>
  7. 7. What is Web 2.0? <ul><li>Hype (or price of jargon)? </li></ul><ul><li>Technology? </li></ul><ul><li>Change in attitude of users? </li></ul><ul><li>Or Web managers? </li></ul><ul><li>A web cop out? </li></ul><ul><li>A way to give freedom to users? </li></ul><ul><li>A good thing? </li></ul><ul><li>A bad thing? </li></ul><ul><li>Just another thing? </li></ul><ul><li>A fad? </li></ul>
  8. 8. Web 2.0 / Social Media <ul><li>Hard to define </li></ul><ul><li>Favourite “human interaction in a virtual world” </li></ul><ul><li>Web 2.0 technology provides instant communication </li></ul><ul><li>This technology and new attitude allows user generated content. </li></ul><ul><li>Stops there or becomes a conversation. </li></ul>
  9. 9. 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>
  10. 10. Web 2.0 / Social Media <ul><li>Not to be ignored </li></ul><ul><li>But don’t let it dazzle </li></ul><ul><li>Business focus </li></ul><ul><li>Look at it from a marketing perspective </li></ul><ul><li>The way it’s used, not the technology or UGC </li></ul><ul><li>Social Networking and Interaction </li></ul>
  11. 11. Some (Social) Media <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 (dellicious, 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>Home Business Network </li></ul>
  12. 12. Where does it fit in our campaign? <ul><li>Targets are online but they’re not searching </li></ul>
  13. 13. Strengths <ul><li>Viral </li></ul><ul><li>Personal </li></ul><ul><li>Validated </li></ul><ul><li>Credible </li></ul><ul><li>Engaging </li></ul><ul><li>Powerful linkage </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>Brand positioning </li></ul><ul><li>PR </li></ul><ul><li>Leads </li></ul><ul><li>Sales </li></ul><ul><li>Customer interaction </li></ul><ul><li>Retention and reinforcement </li></ul><ul><li>Feedback </li></ul>
  16. 16. Our Approach <ul><li>Core v bleeding edge </li></ul><ul><li>Effort v Result </li></ul>
  17. 17. Our Approach <ul><li>Highly dynamic = ongoing work </li></ul><ul><li>Search v Non search </li></ul><ul><li>Integrated and interrelated </li></ul><ul><li>Components </li></ul>
  18. 18. Elements of a campaign <ul><li>Searching: </li></ul><ul><ul><li>SEO </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>Adwords </li></ul></ul><ul><ul><li>Affinity </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>
  19. 19. Before you start <ul><li>What do you want the site/campaign to do for you? </li></ul><ul><li>Who do you want to visit/speak to? </li></ul><ul><li>What do you want to do for the visitor – what do you want them to see ? (Immediately) </li></ul><ul><li>Where do you want to take them with one click? </li></ul><ul><li>What do you want the visitor to do – the Action ? </li></ul>? ? ? ? ?
  20. 20. SEO – On our sites
  21. 21. Search engines
  22. 22. <ul><li>Spiders and ‘Bots </li></ul><ul><li>Algorithms and relevance </li></ul><ul><li>Popularity and ‘inbound links’ </li></ul><ul><li>Submissions and Site Maps </li></ul><ul><li>A dynamic environment </li></ul>Search Engine Basics
  23. 23. Chicken and Egg Site Structure or SEO? <ul><li>Optimise each key page </li></ul><ul><li>Key search phrase needs a landing page </li></ul><ul><li>Think about optimisation before you structure the site or web presence? </li></ul>
  24. 24. First step <ul><li>What are the search terms to be? </li></ul><ul><li>Building block </li></ul><ul><li>Potential con! </li></ul><ul><li>Objectives, Niche v Volume, competition, industry commentary, traffic volumes, relevance for us and the SITE and our PRESENCE </li></ul>
  25. 25. What’s important? <ul><li>Relevant site address (batteriesonline.co.uk vs. portablepower.co.uk) </li></ul><ul><li>GOOD META PAGE TITLE & DESCRIPTION </li></ul><ul><li>Good meta keywords??? (search terms) </li></ul><ul><li>GREAT CONTENT </li></ul><ul><li>H1 Headers </li></ul><ul><li>Image tags and descriptions </li></ul><ul><li>Internal links </li></ul><ul><li>Avoiding ‘clever’ code </li></ul><ul><li>High quality inbound links </li></ul><ul><li>Site map </li></ul><ul><li>Robots .txt file </li></ul><ul><li>Age of domain </li></ul><ul><li>Site “Authority” </li></ul><ul><li>“ Alive” </li></ul>
  26. 26. Increasing importance 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>
  27. 27. 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>Home Business Network </li></ul>
  28. 28. StumbleUpon
  29. 29. digg
  30. 30. delicious
  31. 32. 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>
  32. 34. 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>
  33. 35. 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>
  34. 36. 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>
  35. 37. Twitter for business
  36. 38. Innocent Facebook Search
  37. 39. Innocent facebook videos
  38. 40. Innocent on facebook
  39. 41. M&S Network Links
  40. 42. M&S Facebook
  41. 43. M&S facebook discussions
  42. 44. M&S facebook offers
  43. 45. M&S Twitter
  44. 46. Dell Community Pages
  45. 47. Dell Social Network Links
  46. 48. Dell Linkedin
  47. 49. Dell Twitter Groups
  48. 50. Dell Outlet Twitter
  49. 51. Dell Facebook
  50. 52. Dell facebook
  51. 53. Dell flickr
  52. 54. E&Y Careers facebook
  53. 55. GM Blog
  54. 56. Marmite Facebook
  55. 57. Marmite facebook games
  56. 58. Marmite facebook promos
  57. 59. Marmite Website
  58. 60. What does this tell us? <ul><li>Problem driven </li></ul><ul><li>Objectives </li></ul><ul><li>Priorities </li></ul><ul><li>Relevance </li></ul><ul><li>Resource </li></ul>
  59. 61. 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>
  60. 62. Groundswell – Forrester Research - POST <ul><li>People </li></ul><ul><li>Objectives </li></ul><ul><li>Strategy </li></ul><ul><li>Technology </li></ul>
  61. 63. 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>
  62. 64. Operate in isolation? <ul><li>No way </li></ul><ul><li>RELEVANCE </li></ul><ul><li>Integrated with the site content </li></ul><ul><li>Tail wagging the dog? – we’re not talking about a Website we’re talking about a Web Presence </li></ul><ul><li>Style can be different </li></ul>
  63. 65. 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>
  64. 66. Sponsored Links
  65. 67. Adwords <ul><li>Niche v Broad terms. The long tail. </li></ul>
  66. 68. Affiliate Marketing <ul><li>Where one website rewards another for traffic or sales </li></ul>Affiliate Website Affiliate Website Affiliate Website Book Retailer Affiliate Website Redirects Customer Pays Commission Affiliate Agency
  67. 69. What’s next? <ul><li>The site’s up and running / Optimised </li></ul><ul><li>Adwords campaign / Linking in place / Social Networks </li></ul><ul><li>But how often are they searching for us? </li></ul>
  68. 70. 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
  69. 71. 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>
  70. 72. Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords , SEO, Social Email shots
  71. 73. Simple Summary Objectives Relevance Content Interaction Connections
  72. 74. Thank You <ul><li>Any questions? </li></ul>

×