Internet Marketing Practices Week 2: Acquiring Visitors Alan Chen, 2011
Types of Internet Marketing <ul><li>Traditional Internet Marketing </li><ul><li>Display (and Interactive) advertising
E-mail marketing </li></ul><li>Affiliate Marketing </li><ul><li>Cost per action or Revenue sharing </li></ul><li>Social Me...
Search Engine Marketing </li><ul><li>Search engine optimization
Pay per click advertising </li></ul><li>And so on... </li></ul>http://en.wikipedia.org/wiki/Internet_marketing
Display Advertising <ul><li>Banner type, may demographically targeted: </li><ul><li>Countries, city
Channel </li></ul><li>It's not as targeted as keyword search, e.g. “3d animation software”, and the CTR is much lower
It's powerful in building brand awareness
(or promotions for established
brands) </li></ul>
Email Marketing <ul><li>Firstly, you have to have build your email list
By </li><ul><li>Partnership: Digital Juice
Trial download: Login before use
Campaigns </li></ul><li>Issues? </li><ul><li>Design effort
Delivery rate
Open rate </li></ul></ul>We will cover it in few weeks
Affiliate Marketing <ul><li>Powerful method of acquiring traffic </li><ul><li>Pay per action
Revenue sharing </li></ul><li>Tracking method </li><ul><li>Link-based:  博客來
Cookie-based </li></ul></ul>Image from  Qualityunit.com
Advertisers: Upload Ads and assign destinations Publishers: Select Ads, copy embed code and put in the site <a HREF=&quot;...
<ul><li>Affiliates will try hard to get traffic, in the good ways: </li><ul><li>Search engine
Email
Product review </li></ul></ul><ul><li>Or in the bad ways: </li><ul><li>Trademark bidding, Content farm
SPAM
Fraud clicking </li></ul><li>Can be dangerous if not paying enough attention to it </li></ul>http://en.wikipedia.org/wiki/...
Social Media Marketing <ul><li>The key concept is “communication”
Media: blog, Twitter, Facebook, etc
Each of them may be optimized by different: </li><ul><li>Post frequency.  </li><ul><li>One post per week
One tweet every few days </li></ul><li>Speaking tone used. e.g. relaxed or serious
Media used </li></ul></ul>
<ul><li>Web site: </li><ul><li>The cause, the run, etc </li></ul><li>YouTube: </li><ul><li>Interview or video journal </li...
Pole to Pole Campaign tweets
<ul>How would you feel if... <li>Visiting a blog flooded with Spam message?
Ask a question in twitter, and got the response in 5 hours vs. 5 days?
Joined a Facebook fan group but the messages you see are always promotions?
Submit a friend request from YouTube with/without a response </li></ul>
Search Engine Marketing <ul><li>Paid Search: Paid Advertisement (e.g. Google AdWords)
Organic Search: Search Engine Optimization (SEO) </li></ul>Image from  Google SEO Starter Guide A Google search result pag...
<ul><li>SEO </li><ul><li>You can't pay to get a good result
Take times to optimize
Long life-span (if done correctly) </li></ul></ul><ul><li>Paid Search </li><ul><li>You can pay to bid a good result
Easy to implement
Keep paying to display </li></ul></ul>
Let's Start with SEO Take Google as the example... Search Engine Market share by  statcounter.com RL visitors by Search En...
<ul><li>Let's think in Google's shoes: </li><ul><li>What's Google's core-value?
How can they keep their competitiveness? </li></ul></ul>
<ul><li>Let's imagine  that. .. </li><ul><li>Each web page is a book, and designer is the author
Each web site is a publisher
Google is an librarian </li></ul><li>Google should recommend the book most relevant to the query to the reader, otherwise ...
How can Google help users find the right book? </li></ul>
<ul><li>They “Read” and “Summarize” each book </li><ul><li>More specifically, they use “bot/spider” to “crawl” pages, and ...
There are some things authors can't control
<ul>Who publishes the book? </ul><ul><li>To Librarian </li><ul><li>電腦家庭
軍事科學出版社
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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? &lt; 20,000 open &lt; avg 3,000~4,000 link back
  • What&apos;s Google&apos;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
  • Web Marketing Week2

    1. 1. Internet Marketing Practices Week 2: Acquiring Visitors Alan Chen, 2011
    2. 2. Types of Internet Marketing <ul><li>Traditional Internet Marketing </li><ul><li>Display (and Interactive) advertising
    3. 3. E-mail marketing </li></ul><li>Affiliate Marketing </li><ul><li>Cost per action or Revenue sharing </li></ul><li>Social Media Marketing
    4. 4. Search Engine Marketing </li><ul><li>Search engine optimization
    5. 5. Pay per click advertising </li></ul><li>And so on... </li></ul>http://en.wikipedia.org/wiki/Internet_marketing
    6. 6. Display Advertising <ul><li>Banner type, may demographically targeted: </li><ul><li>Countries, city
    7. 7. Channel </li></ul><li>It's not as targeted as keyword search, e.g. “3d animation software”, and the CTR is much lower
    8. 8. It's powerful in building brand awareness
    9. 9. (or promotions for established
    10. 10. brands) </li></ul>
    11. 11. Email Marketing <ul><li>Firstly, you have to have build your email list
    12. 12. By </li><ul><li>Partnership: Digital Juice
    13. 13. Trial download: Login before use
    14. 14. Campaigns </li></ul><li>Issues? </li><ul><li>Design effort
    15. 15. Delivery rate
    16. 16. Open rate </li></ul></ul>We will cover it in few weeks
    17. 17. Affiliate Marketing <ul><li>Powerful method of acquiring traffic </li><ul><li>Pay per action
    18. 18. Revenue sharing </li></ul><li>Tracking method </li><ul><li>Link-based: 博客來
    19. 19. Cookie-based </li></ul></ul>Image from Qualityunit.com
    20. 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. 21. <ul><li>Affiliates will try hard to get traffic, in the good ways: </li><ul><li>Search engine
    22. 22. Email
    23. 23. Product review </li></ul></ul><ul><li>Or in the bad ways: </li><ul><li>Trademark bidding, Content farm
    24. 24. SPAM
    25. 25. Fraud clicking </li></ul><li>Can be dangerous if not paying enough attention to it </li></ul>http://en.wikipedia.org/wiki/Affiliate_marketing
    26. 26. Social Media Marketing <ul><li>The key concept is “communication”
    27. 27. Media: blog, Twitter, Facebook, etc
    28. 28. Each of them may be optimized by different: </li><ul><li>Post frequency. </li><ul><li>One post per week
    29. 29. One tweet every few days </li></ul><li>Speaking tone used. e.g. relaxed or serious
    30. 30. Media used </li></ul></ul>
    31. 31. <ul><li>Web site: </li><ul><li>The cause, the run, etc </li></ul><li>YouTube: </li><ul><li>Interview or video journal </li></ul><li>Twitter: </li><ul><li>Current status, links to other media </li></ul><li>Facebook, Foursquare, Google map, etc </li></ul>Pole to Pole Campaign
    32. 32. Pole to Pole Campaign tweets
    33. 33. <ul>How would you feel if... <li>Visiting a blog flooded with Spam message?
    34. 34. Ask a question in twitter, and got the response in 5 hours vs. 5 days?
    35. 35. Joined a Facebook fan group but the messages you see are always promotions?
    36. 36. Submit a friend request from YouTube with/without a response </li></ul>
    37. 37. Search Engine Marketing <ul><li>Paid Search: Paid Advertisement (e.g. Google AdWords)
    38. 38. Organic Search: Search Engine Optimization (SEO) </li></ul>Image from Google SEO Starter Guide A Google search result page (SERP)
    39. 39. <ul><li>SEO </li><ul><li>You can't pay to get a good result
    40. 40. Take times to optimize
    41. 41. Long life-span (if done correctly) </li></ul></ul><ul><li>Paid Search </li><ul><li>You can pay to bid a good result
    42. 42. Easy to implement
    43. 43. Keep paying to display </li></ul></ul>
    44. 44. Let's Start with SEO Take Google as the example... Search Engine Market share by statcounter.com RL visitors by Search Engine
    45. 45. <ul><li>Let's think in Google's shoes: </li><ul><li>What's Google's core-value?
    46. 46. How can they keep their competitiveness? </li></ul></ul>
    47. 47. <ul><li>Let's imagine that. .. </li><ul><li>Each web page is a book, and designer is the author
    48. 48. Each web site is a publisher
    49. 49. Google is an librarian </li></ul><li>Google should recommend the book most relevant to the query to the reader, otherwise he/she would lose job
    50. 50. How can Google help users find the right book? </li></ul>
    51. 51. <ul><li>They “Read” and “Summarize” each book </li><ul><li>More specifically, they use “bot/spider” to “crawl” pages, and “index” the pages </li></ul></ul>http://www.youtube.com/watch?v=BNHR6IQJGZs Image source
    52. 52. There are some things authors can't control
    53. 53. <ul>Who publishes the book? </ul><ul><li>To Librarian </li><ul><li>電腦家庭
    54. 54. 軍事科學出版社
    55. 55. 旗標出版社
    56. 56. O'Reilly
    57. 57. 張三出版社 </li></ul></ul><ul><li>To Google </li><ul><li>car.com
    58. 58. animation.com
    59. 59. apple.com
    60. 60. reallusion.com
    61. 61. somebody.idv
    62. 62. Taipei.gov.tw </li></ul></ul>Reputation, Domain type, Domain age, etc
    63. 63. <ul>How was the book categorized? </ul><ul><li>To Librarian </li><ul><li>張三出版社 </li><ul><li>資料庫
    64. 64. 作業系統
    65. 65. 網路規劃
    66. 66. 西式美食 </li></ul></ul></ul><ul><li>To Google </li><ul><li>Reallusion.com </li><ul><li>/3d-animation
    67. 67. /video-filming
    68. 68. /iclone
    69. 69. /iclone/3d-animation.asp
    70. 70. /car-rental </li></ul></ul></ul>Folder name, file name, etc
    71. 71. <ul>What others say about the book? </ul><ul><li>To Librarian </li><ul><li>資料庫初學者必讀
    72. 72. 資料庫寶典
    73. 73. 每個人都應該要看
    74. 74. 不可錯過的好書 </li></ul></ul><ul><li>To Google </li><ul><li>“Anchor text” </li></ul></ul>Image from Google SEO Starter Guide
    75. 75. <ul><li>In reality? </li></ul># of “External links”, anchor text used, who (critics) said what, etc
    76. 76. <ul><li>It can be abused </li><ul><li>SPAMs from forum, blogs
    77. 77. Most UGC (user generated content) sites use “no follow” attributes
    78. 78. Links to terrible/cheating sites can damage your reputation </li></ul></ul>
    79. 79. <ul><li>You can critic no one (nofollow) to maintain reputation, but you can't stop people link to your
    80. 80. Something called “Google bomb” </li></ul>Image from Wikipedia.org & richyli.com Sadly, Google did not appreciate it and updated the algorithm in 2007
    81. 81. There are some things beyond authors' control
    82. 82. <ul>What the book title and sub-title is? </ul><ul><li>To Librarian </li><ul><li>第一次買基金就上手
    83. 83. 第一次買基金、股票、權證就上手
    84. 84. 第一次買基金、股票、權證、衝浪、煮飯、開車就上手 </li></ul></ul><ul><li>To Google </li><ul><li>3D Animation and 2D Cartoons Made Simple - Reallusion Animation Software
    85. 85. Untitled
    86. 86. Homepage </li></ul></ul><ul><li>Title length, keyword density, etc;
    87. 87. Very important to the ranking </li></ul>
    88. 89. <ul><li>Put proper keywords in the page title is a must
    89. 90. Combine with folder or file name is even powerful </li></ul><ul><li>Titles should be no longer than 70 characters
    90. 91. Descriptions should be no longer than 160 characters. </li></ul>
    91. 92. <ul>What the contents index says? </ul><ul><li>To Librarian </li><ul><li>Chapter 1... </li><ul><li>1.1
    92. 93. 1.2 </li></ul><li>Chapter 2... </li><ul><li>2.1
    93. 94. 2.2 </li></ul></ul></ul><ul><li>To Google </li><ul><li><h1>, <h2>...
    94. 95. Font size </li></ul></ul>Keyword density & weight in the page
    95. 96. <ul>What the book says? </ul><ul><li>To Librarian
    96. 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... </li></ul><ul><li>To Google </li><ul><li><body> </li></ul></ul>Keyword density
    97. 98. <ul>What the illustration says? </ul><ul><li>To Librarian </li></ul><ul><li>To Google </li><ul><li><img alt=&quot;&quot;>
    98. 99. Text surrounding the image </li></ul></ul>Figure 1. Site A traffic trend from 2010 to 2011
    99. 100. <ul><li>However, bots have very limited capability reading in content other than text
    100. 101. They have difficulty following links in Flash, too </li></ul>What you see Reallusion is... What bots see Reallusion is... (turn off image and java script from your browser) More precisely
    101. 102. Don't be evil They are Professional in Search & Search Ads
    102. 103. <ul><li>Do not try cheating (Black hat SEO, vs. White hat SEO) </li><ul><li>Google update it 500+ times per year </li><ul><li>They “try” to help... (auto suggest title)
    103. 104. They solve problems (e.g. Google bomb) </li></ul></ul></ul>
    104. 105. <ul><li>Even BMW can't challenge Google (2006) </li><ul><li>Doorway page, stuffed full of keywords that displayed to Googlebot </li></ul></ul>Source: http://edition.cnn.com/2006/BUSINESS/02/07/google/
    105. 106. <ul><li>Stick to the basic. Otherwise... </li><ul><li>You may be seriously affected by the algorithm updates
    106. 107. Google's Cat & Mouse SEO Game </li></ul></ul>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
    107. 108. <ul><li>Do not trust someone say “guarantee” ranking </li><ul><li>No one can guarantee the ranking
    108. 109. Very likely, they are link farm SEOer </li><ul><li>And you will be penalized if you link to them </li></ul></ul></ul>
    109. 110. <ul>Paid search </ul><ul><li>Usually use pay-per-click model (PPC)
    110. 111. Can be useful in </li><ul><li>Generating traffic for new pages (new site, service)
    111. 112. Generating traffic in a short time (events)
    112. 113. Increasing more traffic from keywords
    113. 114. Testing user response to
    114. 115. keywords/ads before
    115. 116. creating new product page </li></ul></ul>We will continue this in 2 weeks
    116. 117. Questions from Last Week
    117. 118. <ul><li>How to be better ranked in Google? </li><ul><li>Covered this week and next time </li></ul></ul>
    118. 119. <ul><li>Reallusion traffic statistic and composition </li><ul><li>(more about this in the last week) </li></ul></ul>
    119. 120. <ul><li>Most clicked area? </li><ul><li>Depends on the page because their landing pages are vary </li></ul></ul>
    120. 121. <ul><li>Visitor behavior between different source? </li></ul>
    121. 122. <ul><li>What page attract most users to purchase? </li><ul><li>It's a chicken-and-egg question...
    122. 123. The highest page may means already best-optimized
    123. 124. We also don't have a mechanism to track “cart” items or checkout page </li></ul></ul>
    124. 125. <ul><li>However, we can still get some information from “attempt to purchase” </li></ul>
    125. 126. <ul><li>Benefits we got from GA? </li><ul><li>Cross-reference other data: </li><ul><li>Know the quality of partner traffic </li><ul><li>e.g. traffic from DJ.com pv/visit is 3 times of Reallusion </li></ul><li>Optimize AdWords and traffic (week 3)
    126. 127. Product flow and conversion rate (week 6) </li><ul><li>Why we decide to re-pack FaceFilter </li></ul><li>Basic user scenario (product linkcounts) </li></ul></ul></ul>
    127. 128. <ul><li>Benefits we got from GA? </li><ul><li>Save a lot hidden development cost: </li><ul><li>Member registration curve change (and warning)
    128. 129. BackStage product sales by item, categories, etc
    129. 130. Backstage usage by AP version, etc </li></ul></ul></ul>
    130. 131. <ul><li>Benefits we got from GA? </li><ul><li>Can be much more if </li><ul><li>Combined with e-commerce
    131. 132. More accurate data
    132. 133. Deeper analysis </li></ul></ul></ul>
    133. 134. <ul><li>Traffic changes after marketplace launch (2010/8~) </li></ul>BackStage Visits City Visits IC v4.31
    134. 135. <ul><li>In terms of AP version usage </li></ul>
    135. 136. <ul><li>Revenue changes after marketplace launch (2010/8~) </li></ul>BackStage Revenue City Revenue
    136. 137. That's all for today, any question?
    137. 138. More material if you are interested in SEM... <ul><li>Google's SEO Starter guide </li><ul><li>(TC latest version: 2008, Eng version: 2010)
    138. 139. http://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html </li></ul><li>Search Engine Optimization: An Hour a Day (book) </li><ul><li>http://www.amazon.com/Search-Engine-Optimization-Hour-Day/dp/0471787531 </li></ul><li>Useful Blogs: </li><ul><li>http://www.seroundtable.com/
    139. 140. http://www.mattcutts.com/blog/
    140. 141. http://blog.searchenginewatch.com/ </li></ul></ul>
    141. 142. What will we do next time? <ul><li>Week 3: Acquire visitors, part II
    142. 143. Exercise: What do you think you, or someone else can do, to improve Reallusion SEO result </li></ul>

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