U calgary   internet marketing - online marketing strategy
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U calgary internet marketing - online marketing strategy

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    U calgary   internet marketing - online marketing strategy U calgary internet marketing - online marketing strategy Presentation Transcript

    • Online Marketing @JeffxNelson #anduro
    • Forms of Media Effort Paid Owned Earned Social Investment www.mckinseyquarterly.com/Marketing/Digital_Marketing/Be yond_paid_media_Marketings_new_vocabulary_2697 2
    • Now 2:00 – 4:45 3 http://www.convinceandconvert.com/social-media-strategy/why-people-provide-the-power-of-now/
    • Forrester’s P.O.S.T Model http://forrester.typepad.com/groundswell/2007/12/the-post-method.html 4
    • P.O.S.T. PEOPLE 5
    • Personas 6
    • Personas – B2C Name Personal - Age - Gender - Education Family - Spouse - Children - Relatives Work - Job - Income - Why Live - Where - How long - Why there
    • Personas – B2B Company Name: Industry Annual Revenues Location Person's Name: Position in company? How long in position? Buyer or Influencer? What are you selling them? Product? Service? One time or ongoing? Why are they buying from you? Quicker delivery Better quality Cheaper They don`t have skill or expertise $ Benefit: Annual Value $ Your cost to provide $ Margin $
    • P.O.S.T. OBJECTIVES 9
    • Goals and Objectives Jay Baer’s Convince & Convert www.convinceandconvert.com/social-media-roi/dont-confuse-tools-with-metric/ 10
    • Targets BUSINESS GOALS Create Awareness More Visitors Improve Reputation Occam's Razor by Avinash Kaushik as developed by Chessie Little www.kaushik.net/avinash/digital-marketing-and-measurement-model/ 11
    • Goals and Objectives BUSINESS GOALS Create Awareness Objective: more visitors strong brand More Visitors Improve Reputation Objective: more nights less drive-bys Objective: more positives less negatives Occam's Razor by Avinash Kaushik as developed by Chessie Little www.kaushik.net/avinash/digital-marketing-and-measurement-model/ 12
    • Marketing Metrics Model 13
    • Acquisition and Retention 14
    • Measuring Success Acquisition Metrics:  Brand Awareness  Test Drive  Cost per Impression, Visit, Prospect, Sale  Conversion Rate per Visit, Prospect, Sale  Bounce Rate Retention Metrics:  Retention Rate  Customer Satisfaction (CSAT)  Customer Lifetime Value (CLTV) Financial Metrics:  Profit  Return on Investment (ROI) 15
    • Targets Month: Sales: Number closed Average sale $ Total revenue $ Conversion rate (sale/prospects) Prospects: Total prospects needed Number of prospects Conversion rate (prospects/visits) Visitors: Total visitors needed From search engine optimization From paid ads From social media From networking From traditional advertising Conversion rate (visits/impressions) Impressions: Total impressions needed From search engine optimization From paid ads From social media From networking From traditional advertising
    • KPIs 17
    • P.O.S.T. STRATEGY 18
    • Strategy http://rossdawsonblog.com/weblog/archives/2009/07/launch_of_socia.html 19
    • Hub & Spoke Model www.web-strategist.com/blog/2010/11/09/research-most-companies-organize-in-hub-and-spokeformation/ 20
    • Sample Hub & Spoke LinkedIn Facebook Ads Radio Ads (Corus) Website ecommerce page on website Google AdWords YouTube? Tap into YYC Twitter Community eNewsletters and email partners Facebook 21
    • Cetus Automotive Facebook Page Search Engine Optimization Customers Visiting Shop Location 22
    • Hub & Spoke Model 23
    • P.O.S.T. TECHNOLOGY 24
    • Reporter’s Toolkit 25
    • Tools 26
    • Marketing Calendar Marketing Idea Post to blog Send out tweets Engage with other on Twitter Facebook updates LinkedIn updates LinkedIn group discussions LinkedIn Answers Video on YouTube Pin to Pinterest Photos on Flickr Slides on Slideshare Comments on other people’s blogs Publish eNewletter Market an event Market a community event Add SEO keywords Manage AdWords Campaign Attend networking functions Write reviews on Google Places Write reviews on other sites Review Google Analytics Review KPIs Publish a press release Host a workshop Host a conference Sponsor an event Update online citations Give away Xmas gifts Daily Weekly Monthly Quarterly Semi Annual Annual
    • Marketing Budget Marketing Idea Twitter Daily X1 Weekly Monthly Quarterly Semi Annual Annual
    • More Likes and Followers • • • • • • Creative – interesting, unique, controversial Content – great stories, video and pictures Support – others in the community Interaction – dialog, feedback, comments Frequent – repetition on all platforms Relevant – current, personal 29
    • Questions? Jeff Nelson, MBA 403-410-3803 jeff.nelson@anduro.com @JeffxNelson 30