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American Marketing Association of Central Florida Web 2.0 Presentation 10 8 08
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American Marketing Association of Central Florida Web 2.0 Presentation 10 8 08

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Renee Seltzer spoke to the American Marketing Association (AMA) Central Florida chapter on 10-8-08

Renee Seltzer spoke to the American Marketing Association (AMA) Central Florida chapter on 10-8-08

Published in Business , Technology
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Transcript

  • 1. Web 2.0 Renee Menkova Director of Internet Strategy, Rasmussen College Board of Director, Programming, doterati
  • 2. Agenda
    • A little bit about me
    • What is Web 2.0
    • Business purpose
    • Goals/Setting up metrics
    • Blogs
    • Other social websites
    • Closing comments
  • 3.
    • 10 years of Internet Marketing experience
      • SEO
      • SEM
      • PPC
      • Social Media
      • Web Analytics
    About Me
    • Board of Director for doterati
  • 4. About Rasmussen College
    • 15 Campuses
    • On ground & online programs
    • Online Internet Marketing degree
  • 5. About doterati
    • Simply speaking the association is everything dot. -- .com, .edu, .gov, .net, .mobi, .tv and .org.
    • Our Goals
    • To provide interactive marketing, media and technology professional development and training to members
    • To create relationships within the central fl market and beyond
    • To establish Central Florida as a leader in digital innovation
    • To create more opportunities for relevant connections - recruiters and job seekers
    • To inspire students to get involved and provide mentor programs for those seeking ‘real-world’ experience
    • To inform the community at large about industry information, trends and exciting advancements
    • Join the Central Florida doterati community today!
  • 6. What is Web 2.0?
    • Web 2.0 is a website that does something unique, practical, and powerful while creating a social connection.
    • Some examples:
    • Amazon reviews
    • Linked in Q&A
    • Blogs
    • Facebook
  • 7. Business Purpose of Social Media
    • Breaking through the clutter
    • Building relationships
    • One-on-one communications
    • Get feedback from customers
    • Opening the lines of communication
  • 8. Examples of Social Media Sites
    • Twitter (microblogging)
    • Linkedin (professional)
    • Facebook (personal & professional uses)
    • Myspace (personal & some professional uses)
    • Digg News aggregator website
    • Google Alerts News feeds
  • 9. What are your Goals?
    • Not all of your goals will have a monetary value.
    • What actions are customers taking as a result of reading or engaging with you?
    • Are customers buying your products?
    • Are customers telling you about their needs?
    • Are customers requesting to speak with someone from your company?
    • Are customers willing to provide testimonials and referrals to you? Ambassadors?
    • This information can be invaluable to your business!
  • 10. How will you Measure?
    • There are several tools that measure different things:
    • Traffic (Google Analytics or some other system) -- here you may look at new vs. returning visitors, time spent on the site, number of pages viewed and learn if your social media site is sticky.
    • Influence as in reach (FeedBurner RSS -- important enough to be considered separately as they go beyond reach, they show the reader is vested in some way with the content).
    • Influence as in volume (all the social networks, Technorati, company articles submitted to social bookmarking like Digg, del.icio.us, etc.) -- you may know that the inbound links Technorati counts expire every six months. To be counter properly you also need to make sure your domain is mapped correctly.
    • Influence (Google Alerts) -- mentioned elsewhere but not linked 
  • 11. Metrics Examples
    • I recommend you pick 3-4 different key performance indicators.
    • Here are some examples of metrics for a blog:
    • 25.6% returning visitors and 74.4% new;
    • 3:25 avg. time on the site
    • 30,520 visits in the last 4 months
    • 989 RSS subscribers
    • 25 live hits in between 7-12 minutes
    • PR6 -- Google PageRank
    • 1,904 comments on 375 posts -- 5:1 ratio
    • 99 trackbacks
    • 568 authority or links back to the site in the last six months (Technorati)
    • Between 40-45% of visitors find this blog through organic searches and an average of 34% come here from other sites.
  • 12. Blogs
    • Technorati indexes:
    • 112 million blogs
    • 120,000 new ones are popping up each day
    • Only 11% have posted within the past 2 months
    • Some of these blogs could be talking about your business, engaging your employees, or leaking those merger discussions you thought were hush-hush.
    • How will you get involved?
  • 13. Blogs – Company Culture
    • Blogs can foster your company culture
    • Recruiting tool
    • Communication tool
  • 14. Blogs – Southwest
    • Build credibility
    • Build a relationship with customers
    • Give customers an opportunity to evangelize your brand
  • 15. Kodak – Hobby websites
    • Build a relationship with customers
    • Give customers an opportunity to evangelize your brand
    • Teach customers something new and they will continue to coming back
    • Give customers an opportunity to evangelize your brand
  • 16. Twitter – Are you tweeting?
    • Twitter is a site/service where you send messages (max 140 characters).  The messages can be submitted via the web, SMS, IM, or some third-part clients.  People add you as a “friend” or “follow” you and receive your tweets as you send them. 
    • Great for:
    • Instantly notify customers of …
    • Quick messages informing staff of shift changes
    • Disseminating information / updates / product info
    • Weather updates / emergencies
    • Complain about customer service
    • Brand management
  • 17. Facebook – Are you on there?
    • Tips to Grow a Successful Facebook Group:
    • Leverage existing Facebook Friends
    • Use your email contacts
    • Press Releases/Blog Posts
    • Keep the Content Fresh
    • Create relationships with new members
  • 18. Tracking Your Group's Success
    • Here are some metrics and tactics you can use to measure the success of your Facebook Group:
    • The number of members you have in your group.
    • New members who join per day/week/month.
    • Ratio of new members to people who left the group.
    • Ratio of members who are your Facebook friends vs. not.
    • Engagement: Activity on Wall Posts and Discussion Boards.
    • Members who also accepted invitations to join your events.
    • Links posted in your group back to your blog/website should have parameters appended to them so that they can be segmented in your analytics separately.
  • 19. Where to Start?
    • Listen to your employees and staff
    • Find out what people are saying about you
    • Find out where your customers go online
    • Ask your customers for recommendations
    • Identify goals
    • Set up metrics
    • Get started
    • Track progress
  • 20. Recommended Readings
    • Groundswell
    • Social Media Today
    • doterati Social Media Breakfast series
  • 21. Contact Me
    • Thank you for your time today!
    • Renee Menkova
    • 407-618-5363
    • [email_address]
    • http://www.linkedin.com/in/reneemenkova