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  1. 1. The Hockey Talk Blog by:<br />Mark Sadowski and Scott Welch<br />April 26, 2011<br /><br />
  2. 2. Why Internet Marketing Matters<br />Money spent on internet advertising is the fastest growing segment of ad dollars spent<br />Facebook and Twitter are becoming more and more popular among all demographics<br />Canadians spend the most time online than any other country in the world<br />
  3. 3. Blog Topic – NHL<br />Selected for our mutual interest in the subject<br />We could provide a unique perspective on the events and happenings of the NHL <br />Our target market was similar to ourselves; therefore we could easily identify with them<br />We saw an opportunity to become authorities on a very popular subject in Canada<br />
  4. 4. Persona – Doug<br />Doug is 25 years old and attends University in Toronto<br />He is currently enrolled in a business degree and spends his free time playing in a men’s hockey league<br />He competes in hockey pools with his friends and is very out-going<br />Doug drives a new 2-door Mazda and lives in the city of Toronto<br />
  5. 5. Blog Posts<br />Fighting in Hockey<br />Trade Deadline vs. Playoff Race<br />Is The Trade Deadline Over-Hyped?<br />A full out spring to the post season<br />Hits to the Head and GM Meeting<br />The Post Season Upon Us. The Season Thus Far.<br />The Stanley Cup Playoffs are here…<br />
  6. 6. Facebook Page<br />
  7. 7. Twitter Account<br />
  8. 8. YouTube Channel<br />
  9. 9. Google Analytics<br />
  10. 10. Google Analytics Continued<br />
  11. 11. Ice Rocket<br />
  12. 12. Twitter Grader<br />
  13. 13. Key Learnings - Blog<br />Blog posts needed better SEO<br />Posts were not shared through various social media channels effectively enough after they were posted<br />High bounce rate indicates that people became uninterested after seeing our Home Page<br />
  14. 14. Key Learnings - Facebook<br />Not enough people were invited to our Facebook page<br />Page was not updated often enough to make our content “newsworthy”<br />Need to stimulate conversations on our Facebook page to get the word out and make our page more newsworthy<br />
  15. 15. Key Learnings - Twitter<br />Not enough followers, not following enough people/organizations<br />Did not tweet often enough to make us an authority on the subject of the NHL<br />Twitter account needs to be monitored and updated on a regular/daily basis in order to remain relevant and popular<br />
  16. 16. Key Learnings - YouTube<br />Good and relevant video content that our target audience is interested in <br />Not enough videos however, to make our YouTube channel the place to go for NHL highlights and videos<br />Needs to be updated on a regular/daily basis in order to become the “place to go” when looking for relevant NHL-related videos<br />
  17. 17. Actions - Blog<br />Revise Blog posts for Search Engine Optimization<br />Share posts on all social media channels immediately after posting in order to drive traffic to our Blog<br />Make the main page more concise to decrease bounce rate<br />Create more tabs with relevant and interesting content to reduce bounce rate<br />
  18. 18. Actions - Facebook<br />Invite more people, not spamming, to our Facebook page to get more traffic<br />Update it with relevant information on a regular basis to make it more newsworthy<br />Create interesting posts: Pose questions, generate debates in order to generate traffic and make the page more of an authority<br />
  19. 19. Actions - Twitter<br />Invite more people and follow more NHL related organizations on Twitter<br />Post more regularly and re-tweet relevant NHL related content for our followers<br />Tweet our Blog posts as soon as they are posted to promote them more effectively<br />
  20. 20. Actions - YouTube<br />Post more NHL related videos on our YouTube Channel, such as highlights and big hits<br />Make our YouTube Channel known for being the place to see all the relevant and up-to-date NHL videos that people want to see<br />Create our own videos promoting our own Blog and what it can offer our target audience<br />
  21. 21. Website<br />No plans for a website; for what our Blog is, it doesn’t owe itself to having it’s own website<br />Rather, we will focus on becoming an authority on the NHL in order to drive traffic more regularly to our Blog and monetize the Blog once we have done that<br />
  22. 22. Blog<br />
  23. 23. Blog<br />Visually, we can improve the way it looks; make it more visually appealing, work with different backgrounds, colours, etc.<br />Update all aspects of the Blog; highlights tab, posts, on a regular basis in order to make it more newsworthy<br />Use social book marking websites to increase our credibility and popularity<br />
  24. 24. SEO<br />Regularly check Google Adwords to see which words are being searched for and revise our posts once they’ve been posted in order to come up higher on search engine lists<br />Need to be careful not to overdo the SEO efforts and be blacklisted from search engines<br />
  25. 25. PPC Ads <br /><ul><li>Keywords: NHL, NHL blog, hockey, hockey news
  26. 26. Competition for these key words is relatively low
  27. 27. Avg. CPC is less than $1.00</li></li></ul><li>Display Ads<br />
  28. 28. Display Ads Continued<br /><br /><br /><br /><br /><br /><br /><br /><br /><br /><br />
  29. 29. Social Media Campaign<br />Will include a Social Media release designed to attract new visitors to our Blog<br />
  30. 30. Affiliate Marketing<br />Could be a useful tool when we begin to monetize our Blog and we therefore have money to spend on affiliate marketing campaigns<br />Would be useful to use local sports radio stations, sports networks and other sports media with our affiliate marketing campaign to give us integrity and credibility when we start<br />
  31. 31. Email Marketing<br />Would be used on a monthly to bi-monthly basis as our Blog is only updated weekly<br />Content would include upcoming posts, reasons to check our Blog regularly, incentives for them to invite their friends, etc.<br />
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