Web 2.0 Renee Menkova Director of Internet Strategy, Rasmussen College Board of Director, Programming, doterati
Agenda <ul><li>A little bit about me </li></ul><ul><li>What is Web 2.0 </li></ul><ul><li>Business purpose </li></ul><ul><l...
<ul><li>10 years of Internet Marketing experience </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>SEM </li></ul></ul>...
About Rasmussen College <ul><li>15 Campuses  </li></ul><ul><li>On ground & online programs </li></ul><ul><li>Online Intern...
About doterati <ul><li>Simply speaking the association is everything dot. -- .com, .edu, .gov, .net, .mobi, .tv and .org. ...
What is Web 2.0?  <ul><li>Web 2.0 is a website that does something unique, practical, and powerful while creating a social...
Business Purpose of Social Media <ul><li>Breaking through the clutter  </li></ul><ul><li>Building relationships </li></ul>...
Examples of Social Media Sites <ul><li>Twitter  (microblogging)  </li></ul><ul><li>Linkedin  (professional) </li></ul><ul>...
What are your Goals? <ul><li>Not all of your goals will have a monetary value.  </li></ul><ul><li>What actions are custome...
How will you Measure?  <ul><li>There are several tools that measure different things: </li></ul><ul><li>Traffic  (Google A...
Metrics Examples <ul><li>I recommend you pick 3-4 different key performance indicators.  </li></ul><ul><li>Here are some e...
Blogs  <ul><li>Technorati indexes: </li></ul><ul><li>112 million blogs </li></ul><ul><li>120,000 new ones  are popping up ...
Blogs – Company Culture <ul><li>Blogs can foster your company culture </li></ul><ul><li>Recruiting tool  </li></ul><ul><li...
Blogs – Southwest  <ul><li>Build credibility  </li></ul><ul><li>Build a relationship with customers  </li></ul><ul><li>Giv...
Kodak – Hobby websites  <ul><li>Build a relationship with customers  </li></ul><ul><li>Give customers an opportunity to ev...
Twitter – Are you tweeting? <ul><li>Twitter is a site/service where you send messages (max 140 characters).  The messages ...
Facebook – Are you on there? <ul><li>Tips to Grow a Successful Facebook Group: </li></ul><ul><li>Leverage existing Faceboo...
Tracking Your Group's Success <ul><li>Here are some metrics and tactics you can use to measure the success of your Faceboo...
Where to Start? <ul><li>Listen to your employees and staff  </li></ul><ul><li>Find out what people are saying about you </...
Recommended Readings <ul><li>Groundswell  </li></ul><ul><li>Social Media Today </li></ul><ul><li>doterati Social Media Bre...
Contact Me <ul><li>Thank you for your time today!  </li></ul><ul><li>Renee Menkova </li></ul><ul><li>407-618-5363 </li></u...
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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

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

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

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