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Don’t Panic!! 101 Guide to Web Marketing and Online PR Roger Warner, C&M* 27.02.09 [email_address] http://twitter.com/roge...
About C&M* and I… <ul><li>Me </li></ul><ul><li>C&M*: Online PR Consultancy </li></ul><ul><li>Founded 2008 </li></ul><ul><l...
What You’ll Get… <ul><li>Examples of good, bad and ugly </li></ul><ul><li>x3 ways to build better web sites </li></ul><ul>...
Agenda <ul><li>AM: Digital Marketing 101 </li></ul><ul><ul><li>Interweb theories </li></ul></ul><ul><ul><li>Best practise ...
Unified Theories of Interweb <ul><li>A disclaimer… </li></ul><ul><li>Nassim Nicholas Taleb, author of  Fooled by Randomnes...
Buzzword Scorecard <ul><li>What’s on your mind…? </li></ul><ul><li>Cases… </li></ul><ul><ul><li>http://www.the-logic-group...
Build it and They Will Come?
Will People Come? <ul><li>There is no Ray Liotta </li></ul><ul><li>There is no magic </li></ul><ul><li>There are no voices...
The Book-Ends Theory I love this as a piece of doodle art But as a web site?  FAIL!
The Corporate Theory I, Me, MINE!!!!! About, Products, Bla, Bla, Bla, Flatline, Zzzzz.  FAIL!
The User-Centric Theory << Plenty of this going on… Great content planning.  YAY!
The User-Centric Theory #2 Stories that talk to me!!  YAY!
The User-Centric Theory #3 Navigation just for me!!??  YAY!
The Findable Theory Mmmm….CRM you say!!??  WIN!
The Social Theory All this cool stuff for FREE!!??  WIN!
Gratuitous Consultant Chart #1
Best Practise Web Marketing <ul><li>Think like a user (or a tool) </li></ul><ul><li>Think like spider(man) </li></ul><ul><...
Heated Debate / Hot Coffee Then we’ll look at: Being usable Being findable Being social
Usability: Think Like a User/Tool <ul><li>Don’t Make Me Think! </li></ul><ul><li>Top x3 users </li></ul><ul><li>Top x3 use...
Let Go a Little… Navigation courtesy of ‘people like you’  WIN!
Let Go a Little More… Navigation courtesy of ‘people like you’  WIN!
Let Go Even More… Decision support courtesy of ‘people like you’  WIN!
OCD is Easy as ABC <ul><li>Context is King </li></ul><ul><li>The bake off: search for ‘baby pushchairs’ </li></ul><ul><li>...
Scorecard <ul><li>Usable </li></ul><ul><li>Findable </li></ul><ul><li>Social </li></ul>
Buzzword Bingo / Questions <ul><li>Any takers…??? </li></ul><ul><li>Q&A…?? </li></ul>
Build it and be Findable <ul><li>SpiderThunk:  loyalty  programme </li></ul><ul><li>SpiderThinking… </li></ul><ul><ul><li>...
You Are Here Content Optimised for brand terms - Corp Think:  FAIL!
Read Like a Human Jakob Nielsen ‘ F-Shaped Pattern for Reading Web Content ’
Read Like a Spider
Make Like a Spider <ul><li>Meta title:  70 chars </li></ul><ul><li>Meta description: 180 chars </li></ul><ul><li>URL’s: Ke...
Scorecard <ul><li>Usable </li></ul><ul><li>Findable </li></ul><ul><li>Social </li></ul>
Buzzword Bingo / Questions <ul><li>Any takers…??? </li></ul><ul><li>Q&A…?? </li></ul>
Build it and be Social <ul><li>Social = make good, shareable content </li></ul><ul><li>Good content = good SEO </li></ul><...
Gratuitous Consultant Chart #2
How We Use the Web Today <ul><ul><li>Alexa  Global Top 500 </li></ul></ul>
How We Use the Web Today #2
Browsing is DEAD! <ul><li>We use filters and tools </li></ul><ul><li>We do searches and we get alerts </li></ul><ul><li>Bo...
Browsing is DEAD! <ul><li>Question:  what has the most influence on your web browsing habits? </li></ul><ul><ul><li>People...
Social Theory of the Interweb <ul><li>Shock! Horror! Most web interactions with your brand aren’t on your web site </li></...
Help a Brother Out <ul><li>Goal 1: find your communities </li></ul><ul><li>Goal 2: participate productively </li></ul><ul>...
Content: Home and Away <ul><li>Home </li></ul><ul><ul><li>Change your editorial outlook </li></ul></ul><ul><ul><li>Publish...
Oooh! More Chartware!
Brazen Ad: The Dashboard <ul><ul><li>C&M Online PR Dashboard (AKA ‘CrackBoard’) </li></ul></ul>
Shut Up, Listen and Spin <ul><li>Shut up and listen </li></ul><ul><ul><li>Monitor & target </li></ul></ul><ul><li>Spin </l...
Scorecard <ul><li>Usable </li></ul><ul><li>Findable </li></ul><ul><li>Social </li></ul>
Buzzword Bingo / Questions <ul><li>Any takers…??? </li></ul><ul><li>Q&A…?? </li></ul>
Back to the C-Word <ul><li>Rip up the book(ending) </li></ul><ul><li>Atomise your content </li></ul><ul><li>Content is dat...
Brand = Feed Aggregation Blog post Blog comment Tweet Social media bulletin Video Widget Article Press release PPC … etc
Unified Theory of Web Love
SIMPLE MEASUREMENT <ul><li>Conversions! </li></ul><ul><ul><li>Sales and signups </li></ul></ul><ul><ul><li>Blog comments <...
Further Reading Don’t Make Me Think: Steve Krug Building Findable Web Sites: Aaron Walter Get to the Top   on Google: Davi...
Qs and As <ul><li>?? </li></ul><ul><li>?? </li></ul><ul><li>?? </li></ul>
My Scorecard… <ul><li>x3 ways to build better web sites?? </li></ul><ul><li>x3 ideas to drive new traffic?? </li></ul><ul>...
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Dont Panic: 101 Guide To Online PR, Social Media, SEO and Web Marketing

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Don’t Panic! Online PR, Social Media, SEO and all this new-fangled web marketing stuff isn’t witchcraft. It’s easy. It’s all about good content and smart implementation.

This presentation gives you all you need to:

Run your own Online PR and Social Media campaigns

Understand the Basics of SEO (in a non-scientific way)

Disarm even the snootiest web consultant with an impressive array of best practises

Evaluate Online PR and Social Media consultancy services more comprehensively

Sleep more easily at night. (Don’t worry, you’ll see all this new Interweb stuff isn’t a threat: it’s a low cost opportunity to do some really exciting and measurable marketing work)


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  • Very Good Presentation. Add the zing to the social media coaching, entertaining + learning + useful = maximum understanding.
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Transcript of "Dont Panic: 101 Guide To Online PR, Social Media, SEO and Web Marketing"

  1. 1. Don’t Panic!! 101 Guide to Web Marketing and Online PR Roger Warner, C&M* 27.02.09 [email_address] http://twitter.com/rogerwarner http://twitter.com/contentmotion http://www.contentandmotion.co.uk
  2. 2. About C&M* and I… <ul><li>Me </li></ul><ul><li>C&M*: Online PR Consultancy </li></ul><ul><li>Founded 2008 </li></ul><ul><li>Based in good old Sussex by the Sea </li></ul><ul><li>Works with: IBM, Cisco, Squiz, ShipServ </li></ul><ul><li>Plus agencies: Text100, Velocity Partners </li></ul>
  3. 3. What You’ll Get… <ul><li>Examples of good, bad and ugly </li></ul><ul><li>x3 ways to build better web sites </li></ul><ul><li>x3 ideas to drive new traffic </li></ul><ul><li>A little buzzword bingo </li></ul><ul><li>Enough know-how to blow a snooty web consultant away… </li></ul>
  4. 4. Agenda <ul><li>AM: Digital Marketing 101 </li></ul><ul><ul><li>Interweb theories </li></ul></ul><ul><ul><li>Best practise </li></ul></ul><ul><ul><li>Usability, Findability, Sociability </li></ul></ul><ul><ul><li>Planning Content Best Practices </li></ul></ul><ul><li>Lunch </li></ul><ul><li>PM: Workshop </li></ul>
  5. 5. Unified Theories of Interweb <ul><li>A disclaimer… </li></ul><ul><li>Nassim Nicholas Taleb, author of Fooled by Randomness and The Black Swan says: Don’t Trust Anyone in a Tie </li></ul><ul><li>Our theory: Don’t Trust Anyone with a Unified Theory of Interweb PPT deck </li></ul><ul><li>The truth is out there, somewhere </li></ul><ul><li>This is a non-witchcraft guide </li></ul><ul><li>Shut me up, ask questions, challenge </li></ul>
  6. 6. Buzzword Scorecard <ul><li>What’s on your mind…? </li></ul><ul><li>Cases… </li></ul><ul><ul><li>http://www.the-logic-group.com </li></ul></ul><ul><ul><li>http://www.carlton.ca </li></ul></ul><ul><ul><li>http://www.yespay.com </li></ul></ul><ul><ul><li>http://www.postilion.com </li></ul></ul><ul><ul><li>http://www.datacash.com </li></ul></ul>
  7. 7. Build it and They Will Come?
  8. 8. Will People Come? <ul><li>There is no Ray Liotta </li></ul><ul><li>There is no magic </li></ul><ul><li>There are no voices </li></ul><ul><li>This isn’t Hollywood </li></ul><ul><li>You may believe in magic but it may not happen </li></ul><ul><li>It’s just you and your team and 50 zillion other web sites </li></ul>
  9. 9. The Book-Ends Theory I love this as a piece of doodle art But as a web site? FAIL!
  10. 10. The Corporate Theory I, Me, MINE!!!!! About, Products, Bla, Bla, Bla, Flatline, Zzzzz. FAIL!
  11. 11. The User-Centric Theory << Plenty of this going on… Great content planning. YAY!
  12. 12. The User-Centric Theory #2 Stories that talk to me!! YAY!
  13. 13. The User-Centric Theory #3 Navigation just for me!!?? YAY!
  14. 14. The Findable Theory Mmmm….CRM you say!!?? WIN!
  15. 15. The Social Theory All this cool stuff for FREE!!?? WIN!
  16. 16. Gratuitous Consultant Chart #1
  17. 17. Best Practise Web Marketing <ul><li>Think like a user (or a tool) </li></ul><ul><li>Think like spider(man) </li></ul><ul><li>Be free and very promiscuous </li></ul><ul><li>… ie, a helpful superhero from downtown Haight-Ashbury, circa 1966 </li></ul>
  18. 18. Heated Debate / Hot Coffee Then we’ll look at: Being usable Being findable Being social
  19. 19. Usability: Think Like a User/Tool <ul><li>Don’t Make Me Think! </li></ul><ul><li>Top x3 users </li></ul><ul><li>Top x3 user goals? </li></ul><ul><li>Top x3 messages? </li></ul><ul><li>Top x3 content assets? </li></ul><ul><li>(Get the Post-It notes out) </li></ul>
  20. 20. Let Go a Little… Navigation courtesy of ‘people like you’ WIN!
  21. 21. Let Go a Little More… Navigation courtesy of ‘people like you’ WIN!
  22. 22. Let Go Even More… Decision support courtesy of ‘people like you’ WIN!
  23. 23. OCD is Easy as ABC <ul><li>Context is King </li></ul><ul><li>The bake off: search for ‘baby pushchairs’ </li></ul><ul><li>Kiddicare vs Babystore Direct </li></ul><ul><li>Context & decision support vs Keywords </li></ul>
  24. 24. Scorecard <ul><li>Usable </li></ul><ul><li>Findable </li></ul><ul><li>Social </li></ul>
  25. 25. Buzzword Bingo / Questions <ul><li>Any takers…??? </li></ul><ul><li>Q&A…?? </li></ul>
  26. 26. Build it and be Findable <ul><li>SpiderThunk: loyalty programme </li></ul><ul><li>SpiderThinking… </li></ul><ul><ul><li>Loyalty programme = 320 searches per month </li></ul></ul><ul><ul><li>Rewards program = 49,500 per month </li></ul></ul><ul><ul><li>Incentive programs = 27,100 per month </li></ul></ul><ul><ul><li>Loyalty program = 18,100 per month </li></ul></ul>
  27. 27. You Are Here Content Optimised for brand terms - Corp Think: FAIL!
  28. 28. Read Like a Human Jakob Nielsen ‘ F-Shaped Pattern for Reading Web Content ’
  29. 29. Read Like a Spider
  30. 30. Make Like a Spider <ul><li>Meta title: 70 chars </li></ul><ul><li>Meta description: 180 chars </li></ul><ul><li>URL’s: Keywords </li></ul><ul><li>Navigation: Keywords </li></ul><ul><li>Page title (h1): Keywords </li></ul><ul><li>Sub heads (h2, etc): Keywords </li></ul><ul><li>… etc: linkage, bold, body, tags, footers </li></ul>
  31. 31. Scorecard <ul><li>Usable </li></ul><ul><li>Findable </li></ul><ul><li>Social </li></ul>
  32. 32. Buzzword Bingo / Questions <ul><li>Any takers…??? </li></ul><ul><li>Q&A…?? </li></ul>
  33. 33. Build it and be Social <ul><li>Social = make good, shareable content </li></ul><ul><li>Good content = good SEO </li></ul><ul><li>Good content and SEO = good usability </li></ul><ul><li>Goal = good distribution </li></ul><ul><ul><li>Not a new thought </li></ul></ul><ul><ul><li>Just new tools and techniques </li></ul></ul>
  34. 34. Gratuitous Consultant Chart #2
  35. 35. How We Use the Web Today <ul><ul><li>Alexa Global Top 500 </li></ul></ul>
  36. 36. How We Use the Web Today #2
  37. 37. Browsing is DEAD! <ul><li>We use filters and tools </li></ul><ul><li>We do searches and we get alerts </li></ul><ul><li>Bookmarking: Delicious </li></ul><ul><li>Microblogging: Twitter </li></ul><ul><li>Social Networking: LinkedIn / Facebook </li></ul><ul><li>Blogging: Wordpress </li></ul><ul><li>Social Media: YouTube </li></ul><ul><li>Social Sharing: Stumbleupon </li></ul>
  38. 38. Browsing is DEAD! <ul><li>Question: what has the most influence on your web browsing habits? </li></ul><ul><ul><li>People (friends, family, colleagues)?? </li></ul></ul><ul><ul><li>Advertising (TV, radio, banners)?? </li></ul></ul><ul><ul><li>Editorial (magazines, online, blogs)?? </li></ul></ul>
  39. 39. Social Theory of the Interweb <ul><li>Shock! Horror! Most web interactions with your brand aren’t on your web site </li></ul><ul><li>‘ Build it and they will come’ is uber-flawed </li></ul><ul><li>New social rules </li></ul><ul><ul><li>You don’t host the parties </li></ul></ul><ul><ul><li>You need to go find them </li></ul></ul><ul><ul><li>You need to make nice </li></ul></ul><ul><ul><li>You need to invite people back to yours </li></ul></ul>
  40. 40. Help a Brother Out <ul><li>Goal 1: find your communities </li></ul><ul><li>Goal 2: participate productively </li></ul><ul><li>Goal 3: give them something useful </li></ul><ul><li>Goal 4: give them something shareable </li></ul><ul><li>Goal 5: give them something for free </li></ul><ul><li>ie, become more sociable and interesting </li></ul><ul><ul><li>White Papers >> Videos </li></ul></ul><ul><ul><li>FAQs >> Blogs </li></ul></ul><ul><ul><li>Reports >> Widgets </li></ul></ul>
  41. 41. Content: Home and Away <ul><li>Home </li></ul><ul><ul><li>Change your editorial outlook </li></ul></ul><ul><ul><li>Publish more social content </li></ul></ul><ul><ul><li>RSS everything </li></ul></ul><ul><li>Away </li></ul><ul><ul><li>Publish on sharing platforms: SlideShare </li></ul></ul><ul><ul><li>Distribute freely: PitchEngine </li></ul></ul><ul><ul><li>Get engaged: blog, comment, discuss, Q&A </li></ul></ul>
  42. 42. Oooh! More Chartware!
  43. 43. Brazen Ad: The Dashboard <ul><ul><li>C&M Online PR Dashboard (AKA ‘CrackBoard’) </li></ul></ul>
  44. 44. Shut Up, Listen and Spin <ul><li>Shut up and listen </li></ul><ul><ul><li>Monitor & target </li></ul></ul><ul><li>Spin </li></ul><ul><ul><li>Create (optimised) </li></ul></ul><ul><ul><li>Seed & engage </li></ul></ul><ul><li>Measure </li></ul><ul><li>Repeat! </li></ul>
  45. 45. Scorecard <ul><li>Usable </li></ul><ul><li>Findable </li></ul><ul><li>Social </li></ul>
  46. 46. Buzzword Bingo / Questions <ul><li>Any takers…??? </li></ul><ul><li>Q&A…?? </li></ul>
  47. 47. Back to the C-Word <ul><li>Rip up the book(ending) </li></ul><ul><li>Atomise your content </li></ul><ul><li>Content is data, data is marketing </li></ul><ul><ul><li>Ashley Friedlein, Econsultancy </li></ul></ul><ul><li>Think like a CMS </li></ul><ul><ul><li>Metadata, feeds, tags, assets, excerpts, etc </li></ul></ul><ul><li>Your brand = a syndication of your content </li></ul>
  48. 48. Brand = Feed Aggregation Blog post Blog comment Tweet Social media bulletin Video Widget Article Press release PPC … etc
  49. 49. Unified Theory of Web Love
  50. 50. SIMPLE MEASUREMENT <ul><li>Conversions! </li></ul><ul><ul><li>Sales and signups </li></ul></ul><ul><ul><li>Blog comments </li></ul></ul><ul><ul><li>Polls completed </li></ul></ul><ul><ul><li>… etc </li></ul></ul><ul><li>Home (Analytics) </li></ul><ul><ul><li>Volumes </li></ul></ul><ul><ul><li>Time on Page </li></ul></ul><ul><ul><li># page views </li></ul></ul><ul><ul><li>Bounce rates </li></ul></ul><ul><ul><li>Top content </li></ul></ul><ul><li>Away (online PR / Social) </li></ul><ul><ul><li>Top referrers </li></ul></ul><ul><ul><li>Re-Tweets </li></ul></ul><ul><ul><li>Blog mentions </li></ul></ul><ul><ul><li>Bookmarks </li></ul></ul><ul><ul><li>‘ Views’ (eg, YouTube) </li></ul></ul>
  51. 51. Further Reading Don’t Make Me Think: Steve Krug Building Findable Web Sites: Aaron Walter Get to the Top on Google: David Viney Open Here: Paul Mijksenaar Online PR 101’s: C&M* / Roger Warner
  52. 52. Qs and As <ul><li>?? </li></ul><ul><li>?? </li></ul><ul><li>?? </li></ul>
  53. 53. My Scorecard… <ul><li>x3 ways to build better web sites?? </li></ul><ul><li>x3 ideas to drive new traffic?? </li></ul><ul><li>Enough know-how to blow a snooty web consultant away…?? </li></ul><ul><li>How did I do? </li></ul>

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