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  • Tech talk

    1. 1. Digital Dialogue<br />1<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />Tech Talk<br />1 of 6 in the Digital Dialogue Series<br />Tuesday, August 10, 2010<br />
    2. 2. Social<br />Programming<br />Marketing & Measurement<br />Agenda<br />2<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    3. 3. RSS (Real Simple Syndication)<br />Syndicating website content to another website such as Yahoo or Google reader. Easily stay informed by retrieving the latest content from the sites you are interested in. Save time by not visiting each site individually. <br />3<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />BLOGS<br />NEWS<br />
    4. 4. Social Bookmarking<br />Save and categorize a personal collection of bookmarks and share them with others. Many contain added extra features such as ratings and comments on bookmarks.<br />4<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    5. 5. Facebook Opengraph<br />Visitors are served content upon arrival based on previously stated preferences on Facebook or participating sites. The visitor could also see a list of Facebook friends who are already registered on the other site, and even what comments they have posted there. Privacy concerns – the feature is enabled for all 400 million users of Facebook by default. <br />5<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />Now content will be displayed that is similar to what I like, as well as what my friends like. <br />
    6. 6. Community Management<br />Moderate and respond to social media (Facebook pages, twitter feeds, blogs, etc) on behalf of a brand. Needed on almost all projects that include social media, but not usually included within agency estimates. <br />6<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    7. 7. Programming<br />Agenda<br />7<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    8. 8. 8<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />HTML<br />Simple display, fast loading, no animation <br />Java<br />Fast animation and functions for HTML pages<br />HTML 5<br />Animation – new, accepted on mobile devices<br />Highest quality visual display and animation<br />Flash<br />Microsoft’s version of Flash, lower adoption rate<br />Silverlight<br />Overview of website programming languages<br />Used for display and functionality. May be used together.<br />
    9. 9. 9<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />HTML<br />Simple display, fast loading, no animation <br />Java<br />Fast animation and functions for HTML pages<br />HTML 5<br />Animation – new, accepted on mobile devices<br />Highest quality visual display and animation<br />Flash<br />Microsoft’s version of Flash, lower adoption rate<br />Silverlight<br />Overview of website programming languages<br />Used for display and functionality. May be used together.<br />
    10. 10. 10<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />HTML<br />Flash<br />Flash Video<br />HTML and animation (Flash/Silverlight)<br />All websites must have at least one HTML page for the browser to recognize the site. Flash is layered onto the HTML page, to create a ‘site within a site’. <br />
    11. 11. HTML<br />Simple display for websites, images and files. Text or code-based display. Cannot animate graphics without a script for Java, or a plug-in for Flash or Silverlight. Very fast loading, often used for text-heavy websites.<br />11<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    12. 12. 12<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />How does it work?<br />HTML facts<br />Code is written to display where and how items should appear <br />(sizing, colors, fonts):<br />What are the pros to using HTML?<br /><ul><li>Very fast loading
    13. 13. 100% penetration rate
    14. 14. Readable by any device (phone, browser, etc)</li></ul>What are the limitations of HTML?<br /><ul><li>No animation or movement without a plug-in
    15. 15. Limited graphic display capabilities – everything must be in ‘boxes’</li></ul>How do I know that a website is in HTML?<br /><ul><li>Trick question – all websites are in HTML. They just also include a plug-in like Silverlight or Flash for animation.
    16. 16. Right Click – you’ll see: </li></ul>The browser translates the text into a visual display:<br />
    17. 17. Flash (by Adobe)<br />Allows animation on websites. A portion of an html page that requires a plug-in (download) to view.<br />13<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    18. 18. Flash facts<br />What are the pros to using Flash?<br /><ul><li>Seamless integration with designer tools such as Photoshop, Illustrator, and After Effects
    19. 19. Great video compression. Flash movies (.flas) are the most common video types on the web
    20. 20. Very high penetration rate (see chart at right)</li></ul>What are the limitations of Flash?<br /><ul><li>Does not work on Apple mobile devices
    21. 21. Closed-source</li></ul>How do I know that a website is in Flash?<br /><ul><li>Website is enclosed within one ‘page’. Users cannot use the back button on their browser
    22. 22. Right Click – you’ll see:</li></ul>14<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />Penetration rate:<br />
    23. 23. Silverlight (by Microsoft)<br />Allows animation on websites. A portion of an html page that requires a plug-in (download) to view.<br />15<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    24. 24. Silverlight facts<br />What are the pros to using Silverlight?<br /><ul><li>Up and coming platform with strong internal support
    25. 25. Growing adoption rate
    26. 26. Integration with SharePoint 2010 will tie it to another fast-growing MS platform</li></ul>What are the limitations of Silverlight?<br /><ul><li>Lags behind Flash in terms of richness of toolsets for developing solutions (e.g., the MS Expression suite offers less than Adobe's similar products)
    27. 27. Consumer adoption significantly behind Flash, though growing
    28. 28. Lacks many advanced features that Flash has added through years of market experience and consumer feedback</li></ul>How do I know that a website is in Silverlight?<br /><ul><li>Website is enclosed within one ‘page’. Users cannot use the back button on their browser
    29. 29. Right Click – you’ll see:</li></ul>16<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />Penetration rate:<br />
    30. 30. 17<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />HTML<br />Simple display, fast loading, no animation <br />Java<br />Fast animation and functions for HTML pages<br />HTML 5<br />Animation – new, accepted on mobile devices<br />Highest quality visual display and animation<br />Flash<br />Microsoft’s version of Flash, lower adoption rate<br />Silverlight<br />Summary of website programming languages<br />
    31. 31. Marketing & Measurement<br />Agenda<br />18<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    32. 32. Search Engine Marketing (SEM) & Search Engine Optimization (SEO) <br />Improving the visibility of a web in search results. Other forms of search engine marketing (SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine.<br />19<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />SEO<br />SEM<br /><ul><li> Using strategy, optimize website for the target placement
    33. 33. Placement for “natural” search
    34. 34. Best results with HTML based websites
    35. 35. Marketing using paid placement, contextual advertising, paid inclusion
    36. 36. Buying paid search listings</li></li></ul><li>20<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />SEM<br />SEM<br />SEO<br />SEM & SEO in action<br />SEM has premium placement on the page. SEO optimizes for top placement. The higher the placement (first displayed) within the search results, the greater the possible traffic.<br />
    37. 37. 21<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />WEBSITE<br />Reporting<br />BANNERS<br />SEARCH<br />Analytics<br />Measurement of activity on a digital project. <br />
    38. 38. Unique Visits<br />The activity performed by one unique user on a web site. Only counted once, even if the user returns.<br />22<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    39. 39. Pageviews<br />Recorded when a page is seen by the user. Not applicable in flash websites because there is only one “page.”<br />23<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    40. 40. Bounce Rate<br />The percentage of visitors that leave after immediately opening the website. Measured differently – depends on where the tag is placed. It’s important to ask how/when the bounce rate is being captured.<br />24<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    41. 41. Hits<br />An OLD term. It’s a record of each element that is displayed on a page. Not indicative of the amount of traffic. <br />One visitor may visit 20 pages, with 30 items (hits) each. This is 600 hits (20x30) but only one visitor. <br />25<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />?<br />
    42. 42. Summary<br />26<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    43. 43. 2010 Digital Dialogue Series Schedule<br />Common technical terms and mediums used in digital advertising by agencies and clients.<br />Tech Talk<br />August<br />Review the first phase of the digital process. Learn to manage inherent risks/issues and questions for clients and agencies.<br />Discovery Phase<br />September<br />Review the second phase of the digital process. Review digital bidding, and cost savings methods, and budgeting best practices. <br />Design Phase & Budgeting<br />Review the third phase of the digital process. Learn the tasks during development and issues that may be mitigated.<br />October<br />Development Phase<br />November<br />Understand the process of launching a project and questions to ask your agencies and clients during this crucial stage. <br />Deploy Phase<br />Learn about mobile technology and development as used in digital advertising, including advancements and industry predictions.<br />Mobile Development<br />December<br />27<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />
    44. 44. 28<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />Questions?<br />
    45. 45. Advertising Production Resources<br />29<br />©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com<br />U.S. Headquarters<br />Advertising Production Resources<br />The Cable Building1201 18th Street, Suite 200Denver, Colorado 80202<br />Phone: 303-759-2509 Fax: 303-759-2549<br />

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