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Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
Web Marketing Week2
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Web Marketing Week2

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  • Design effort: design each mail, compatibility between email clients (TBD later) Delivery rate: due to SPAM issue, it becomes an science (just over 50% delivery rate) Open rate: how many of you open and read the mail? (open rate: 6%~70%) Guess how many visitors link to Reallusion after a realitycheck send out to 200,000 subscriber? < 20,000 open < avg 3,000~4,000 link back
  • What's Google's core-value? Search How can they keep their competitiveness? Fast (performance) Relavance (help users find what they want) As many result as possible, but in good order Prevent cheating
  • You have a high relevant publisher name, or you have established credit for the field
  • Transcript

    • 1. Internet Marketing Practices Week 2: Acquiring Visitors Alan Chen, 2011
    • 2. Types of Internet Marketing
      • Traditional Internet Marketing
        • Display (and Interactive) advertising
        • 3. E-mail marketing
      • Affiliate Marketing
        • Cost per action or Revenue sharing
      • Social Media Marketing
      • 4. Search Engine Marketing
        • Search engine optimization
        • 5. Pay per click advertising
      • And so on...
      http://en.wikipedia.org/wiki/Internet_marketing
    • 6. Display Advertising
      • Banner type, may demographically targeted:
        • Countries, city
        • 7. Channel
      • It's not as targeted as keyword search, e.g. “3d animation software”, and the CTR is much lower
      • 8. It's powerful in building brand awareness
      • 9. (or promotions for established
      • 10. brands)
    • 11. Email Marketing
      • Firstly, you have to have build your email list
      • 12. By
        • Partnership: Digital Juice
        • 13. Trial download: Login before use
        • 14. Campaigns
      • Issues?
      We will cover it in few weeks
    • 17. Affiliate Marketing
      • Powerful method of acquiring traffic
        • Pay per action
        • 18. Revenue sharing
      • Tracking method
        • Link-based: 博客來
        • 19. Cookie-based
      Image from Qualityunit.com
    • 20. Advertisers: Upload Ads and assign destinations Publishers: Select Ads, copy embed code and put in the site <a HREF=&quot;http://www.qksrv.net/click-15058- 6215744?URL=http%3A%2F%2Fwww.yourdomain.com&quot;>Commission Junction makes your href's trackable</a><img src=&quot;http://www.qksrv.net/image-15058-6215744&quot; width=&quot;1&quot; height=&quot;1&quot; border=&quot;0&quot;> Affiliate Program Platform
    • 21.
      • Affiliates will try hard to get traffic, in the good ways:
      • Or in the bad ways:
        • Trademark bidding, Content farm
        • 24. SPAM
        • 25. Fraud clicking
      • Can be dangerous if not paying enough attention to it
      http://en.wikipedia.org/wiki/Affiliate_marketing
    • 26. Social Media Marketing
      • The key concept is “communication”
      • 27. Media: blog, Twitter, Facebook, etc
      • 28. Each of them may be optimized by different:
        • Post frequency.
          • One post per week
          • 29. One tweet every few days
        • Speaking tone used. e.g. relaxed or serious
        • 30. Media used
    • 31.
      • Web site:
        • The cause, the run, etc
      • YouTube:
        • Interview or video journal
      • Twitter:
        • Current status, links to other media
      • Facebook, Foursquare, Google map, etc
      Pole to Pole Campaign
    • 32. Pole to Pole Campaign tweets
    • 33.
        How would you feel if...
      • Visiting a blog flooded with Spam message?
      • 34. Ask a question in twitter, and got the response in 5 hours vs. 5 days?
      • 35. Joined a Facebook fan group but the messages you see are always promotions?
      • 36. Submit a friend request from YouTube with/without a response
    • 37. Search Engine Marketing
      • Paid Search: Paid Advertisement (e.g. Google AdWords)
      • 38. Organic Search: Search Engine Optimization (SEO)
      Image from Google SEO Starter Guide A Google search result page (SERP)
    • 39.
      • SEO
        • You can't pay to get a good result
        • 40. Take times to optimize
        • 41. Long life-span (if done correctly)
      • Paid Search
        • You can pay to bid a good result
        • 42. Easy to implement
        • 43. Keep paying to display
    • 44. Let's Start with SEO Take Google as the example... Search Engine Market share by statcounter.com RL visitors by Search Engine
    • 45.
      • Let's think in Google's shoes:
        • What's Google's core-value?
        • 46. How can they keep their competitiveness?
    • 47.
      • Let's imagine that. ..
        • Each web page is a book, and designer is the author
        • 48. Each web site is a publisher
        • 49. Google is an librarian
      • Google should recommend the book most relevant to the query to the reader, otherwise he/she would lose job
      • 50. How can Google help users find the right book?
    • 51.
      • They “Read” and “Summarize” each book
        • More specifically, they use “bot/spider” to “crawl” pages, and “index” the pages
      http://www.youtube.com/watch?v=BNHR6IQJGZs Image source
    • 52. There are some things authors can't control
    • 53.
        Who publishes the book?
      • To Librarian
      Reputation, Domain type, Domain age, etc
    • 63.
        How was the book categorized?
      • To Librarian
        • 張三出版社
      • To Google
        • Reallusion.com
      Folder name, file name, etc
    • 71.
        What others say about the book?
      • To Librarian
        • 資料庫初學者必讀
        • 72. 資料庫寶典
        • 73. 每個人都應該要看
        • 74. 不可錯過的好書
      • To Google
        • “Anchor text”
      Image from Google SEO Starter Guide
    • 75.
      • In reality?
      # of “External links”, anchor text used, who (critics) said what, etc
    • 76.
      • It can be abused
        • SPAMs from forum, blogs
        • 77. Most UGC (user generated content) sites use “no follow” attributes
        • 78. Links to terrible/cheating sites can damage your reputation
    • 79.
      • You can critic no one (nofollow) to maintain reputation, but you can't stop people link to your
      • 80. Something called “Google bomb”
      Image from Wikipedia.org & richyli.com Sadly, Google did not appreciate it and updated the algorithm in 2007
    • 81. There are some things beyond authors' control
    • 82.
        What the book title and sub-title is?
      • To Librarian
        • 第一次買基金就上手
        • 83. 第一次買基金、股票、權證就上手
        • 84. 第一次買基金、股票、權證、衝浪、煮飯、開車就上手
      • To Google
        • 3D Animation and 2D Cartoons Made Simple - Reallusion Animation Software
        • 85. Untitled
        • 86. Homepage
      • Title length, keyword density, etc;
      • 87. Very important to the ranking
    • 88.  
    • 89.
      • Put proper keywords in the page title is a must
      • 90. Combine with folder or file name is even powerful
      • Titles should be no longer than 70 characters
      • 91. Descriptions should be no longer than 160 characters.
    • 92.
        What the contents index says?
      • To Librarian
        • Chapter 1...
        • Chapter 2...
      • To Google
        • <h1>, <h2>...
        • 95. Font size
      Keyword density & weight in the page
    • 96.
        What the book says?
      • To Librarian
      • 97. iClone G3 CloneCloth New Look is the next major Character Base Design after the G3 CloneCloth Essential series. This new series embodies POP Culture in its new look...
      • To Google
        • <body>
      Keyword density
    • 98.
        What the illustration says?
      • To Librarian
      • To Google
        • <img alt=&quot;&quot;>
        • 99. Text surrounding the image
      Figure 1. Site A traffic trend from 2010 to 2011
    • 100.
      • However, bots have very limited capability reading in content other than text
      • 101. They have difficulty following links in Flash, too
      What you see Reallusion is... What bots see Reallusion is... (turn off image and java script from your browser) More precisely
    • 102. Don't be evil They are Professional in Search & Search Ads
    • 103.
      • Do not try cheating (Black hat SEO, vs. White hat SEO)
        • Google update it 500+ times per year
          • They “try” to help... (auto suggest title)
          • 104. They solve problems (e.g. Google bomb)
    • 105.
      • Even BMW can't challenge Google (2006)
        • Doorway page, stuffed full of keywords that displayed to Googlebot
      Source: http://edition.cnn.com/2006/BUSINESS/02/07/google/
    • 106.
      • Stick to the basic. Otherwise...
        • You may be seriously affected by the algorithm updates
        • 107. Google's Cat & Mouse SEO Game
      Source: http://www.labnol.org/internet/blog-as-content-farm/18750/ Google Big Panda update (2011/2) Source: http://www.gogi.in/google-panda-update-content-farm.html
    • 108.
      • Do not trust someone say “guarantee” ranking
        • No one can guarantee the ranking
        • 109. Very likely, they are link farm SEOer
          • And you will be penalized if you link to them
    • 110.
        Paid search
      • Usually use pay-per-click model (PPC)
      • 111. Can be useful in
        • Generating traffic for new pages (new site, service)
        • 112. Generating traffic in a short time (events)
        • 113. Increasing more traffic from keywords
        • 114. Testing user response to
        • 115. keywords/ads before
        • 116. creating new product page
      We will continue this in 2 weeks
    • 117. Questions from Last Week
    • 118.
      • How to be better ranked in Google?
        • Covered this week and next time
    • 119.
      • Reallusion traffic statistic and composition
        • (more about this in the last week)
    • 120.
      • Most clicked area?
        • Depends on the page because their landing pages are vary
    • 121.
      • Visitor behavior between different source?
    • 122.
      • What page attract most users to purchase?
        • It's a chicken-and-egg question...
        • 123. The highest page may means already best-optimized
        • 124. We also don't have a mechanism to track “cart” items or checkout page
    • 125.
      • However, we can still get some information from “attempt to purchase”
    • 126.
      • Benefits we got from GA?
        • Cross-reference other data:
          • Know the quality of partner traffic
            • e.g. traffic from DJ.com pv/visit is 3 times of Reallusion
          • Optimize AdWords and traffic (week 3)
          • 127. Product flow and conversion rate (week 6)
            • Why we decide to re-pack FaceFilter
          • Basic user scenario (product linkcounts)
    • 128.
      • Benefits we got from GA?
        • Save a lot hidden development cost:
          • Member registration curve change (and warning)
          • 129. BackStage product sales by item, categories, etc
          • 130. Backstage usage by AP version, etc
    • 131.
      • Benefits we got from GA?
        • Can be much more if
          • Combined with e-commerce
          • 132. More accurate data
          • 133. Deeper analysis
    • 134.
      • Traffic changes after marketplace launch (2010/8~)
      BackStage Visits City Visits IC v4.31
    • 135.
      • In terms of AP version usage
    • 136.
      • Revenue changes after marketplace launch (2010/8~)
      BackStage Revenue City Revenue
    • 137. That's all for today, any question?
    • 138. More material if you are interested in SEM...
      • Google's SEO Starter guide
        • (TC latest version: 2008, Eng version: 2010)
        • 139. http://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html
      • Search Engine Optimization: An Hour a Day (book)
        • http://www.amazon.com/Search-Engine-Optimization-Hour-Day/dp/0471787531
      • Useful Blogs:
        • http://www.seroundtable.com/
        • 140. http://www.mattcutts.com/blog/
        • 141. http://blog.searchenginewatch.com/
    • 142. What will we do next time?
      • Week 3: Acquire visitors, part II
      • 143. Exercise: What do you think you, or someone else can do, to improve Reallusion SEO result

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