Five Things to Know in 2009

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Feb 2009 - These slides are from a presentation I gave to the Home Builders Association of Maryland, helping the attendees to identify and be aware of what shifts they should be making in their marketing focus.

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Five Things to Know in 2009

  1. 1. Internet Marketing Strategies The things you MUST know in 2009. Our Sponsor:
  2. 2. Overview WHAT background WHY strategy HOW implement
  3. 3. Consumer Behavior The 2008 NAR Home Buyers and Sellers Survey
  4. 4. Consumer Behavior Buyers are researching their home purchase longer: • 2006 – 6.4 weeks of research • 2007 – 12.1 weeks of research • 2008 – 16.5 weeks of research 56% of television viewers are online at the same time, browsing the web or sending email * The 2008 NAR Home Buyers and Sellers Survey ** 2008 US Entertainment Survey, Yankee Group
  5. 5. Internet “Market from the inside out” – Tom Richey
  6. 6. Internet “Market from the inside out” – Tom Richey
  7. 7. Internet “Market from the inside out” – Tom Richey
  8. 8. 5 Things to know in 2009 • Analytics • Search • Video • Mobile • Social Media
  9. 9. Analytics
  10. 10. Analytics The Measurement of Website Visitor Quality & Quantity
  11. 11. Analytics • Better allocation of future resources Forrester Research: Online Advertising Predictions for 2009 • Online advertising growth rate of 12% • Marketers will be looking to make more of technologies like targeting and measurement • Marketers relationships with agencies and publishers will strain as marketers take a more active role in managing their data and media buying.
  12. 12. Analytics Metrics to Monitor: • Bounce Rate – How quickly are people leaving your site? • How did your visitors find you – Ads, Search, Listings, Other Links • What did visitors do once on your website? • Who sent you BETTER traffic ?
  13. 13. Search
  14. 14. Search Search Engines Directories • Google • Move.com • Yahoo • BaltimoreSun.com • MSN • NewHomeSource.com • Ask • Zillow.com • YouTube • YahooRealEstate.com • Hundreds of Others
  15. 15. Search – organic vs. cpc • Organic – The results of a search that the search engine believes to be the most relevant • CPC, PPC – A paid placement of an ad to displayed when a visitor searches for a specified search term or phrase. Aka – cost-per-click, pay-per- click, paid search • SEO – Search Engine Optimization. The practice of improving a website’s organic search ranking for a desired keyword or phrase.
  16. 16. Search – organic vs. cpc mmmm
  17. 17. Search – organic vs. cpc mmmm
  18. 18. Search – organic vs. cpc Organic CPC • Free • $1-5/click • Long-term • Only as long as you’re paying • Higher click-rate • Good quality traffic • Traditionally higher quality traffic • Instant on • Slow to make change • All keyphrases can be purchased • Limited ability for uncommon search behavior
  19. 19. Search – organic vs. cpc Noteworthy Consumer Behavior Statistics 2008 Search Engine Market Share*: • Google – 69% • Yahoo – 19% • MSN – 6% • Ask – 4% In 2008 Google reported that the average search query has gone from 3 up to 4 words. “New Home” vs. “Green Home” * Source: Hitwise, an Experian company
  20. 20. Search – organic vs. cpc • Maximize Free traffic w/SEO efforts focused on most-likely-to-perform keyphrases • Supplement your SEO with Paid Search to cover “long tail” keywords & phrases • Monitor the effectiveness of both efforts using analytics results
  21. 21. Video
  22. 22. Video People remember: • 20% of what they hear • 30% of what they see • 70% of what they hear and see 65% of U.S. Households have a broadband connection * Source: Online Publishers Association, June 2007
  23. 23. Video YouTube.com November 2008 • 2.8 BILLION searches (200M more than Yahoo) • 146 MILLION visits in the U.S. 12.6 BILLION videos • Views have doubled from 20 months ago
  24. 24. Video 1. Video featured on your website 2. Video featured on outside services like You Tube • Content must be relevant, educational, and/or entertaining • Avoid posting a made-for-TV commercial • The quality expectation is lower on You Tube than video featured on your web site, but the information or entertainment value expectation is higher. • Short (long is bad) videos can be inexpensively produced by media companies
  25. 25. Video Afraid of giving too much away online?
  26. 26. Mobile
  27. 27. Mobile SMS Marketing • Text Messaging • Auto-responders • Mass Follow-up Mobile Web • Websites designed for viewing on mobile devices (standard and light) • Mobile applications that access web data
  28. 28. Mobile • iPhone’s • Blackberry • Android Phone’s • Treo • Some others • Most others
  29. 29. Mobile Out of 250 Million Cell phone subscribers in the U.S. : • 137 Million use SMS/Text (over 50%) • 43.3. Million access the Internet on their phone • 28.2 Million access video content on their phone Text Message use is rising: • Q1 ’06 – 198 calls vs. 65 Texts • Q1 ’08 – 204 calls vs. 357 Texts * Source: Nielsen
  30. 30. Mobile • Real Estate is naturally local • Making the web more mobile is simply the natural evolution of technology.
  31. 31. Mobile Mobile applications that access the Internet are changing how the public uses the mobile web
  32. 32. Mobile
  33. 33. Mobile • Mobile initiatives should be focused on the younger generation, first time buyer, and urban professional • It’s not necessary to build a mobile-only site - Be sure you’re existing site is mobile friendly (iPhones cannot see flash content) • Be sure you’re a part of Google Base
  34. 34. Social Media
  35. 35. Social Media
  36. 36. Social Media WEB 2.0 • Conversational Web • Two-way vs. One-way Early Examples: • Classmates.com • User reviews on Amazon.com
  37. 37. Social Media LinkedIn Facebook Twitter MySpace
  38. 38. Social Media LinkedIn The Office Facebook The Bar Twitter Happy Hour MySpace High School
  39. 39. Social Media • This is where people spend time online – LOTS of time. • 35% of adults have at least 1 online profile, up from 8% in 2005*. • You’re accessible on their terms. You’re at their party, not yours. * Source: Pew Internet
  40. 40. Social Media • Social networks are ideal platforms for evangelical customers to sing praises and improve the likelihood of referrals. • Search engines value UGC. UGC = user generated content * Source: Pew Internet
  41. 41. Social Media LinkedIn • Professional Network • Groups allow discussion • Supports automatic import of blog and other feeds * Source: Compete.com & Quantcast.com
  42. 42. Social Media Facebook • 150,000,000 registered users • Adding 450k/day • Estimated length of daily visit: 40 minutes * Source: Compete.com & Quantcast.com
  43. 43. Social Media Twitter • Micro-blogging platform set to go mainstream in 2009. • Numbers do not reflect users who access Twitter via applications • Enables fast mass dispersing of short messages to users who’ve opted-in • The Red Cross uses Twitter to communicate shelter and evacuation data. • 4,500,000 users with 7,500 new per day * Source: Compete.com
  44. 44. Social Media Rules of engagement: 1. Give before you get 2. NO Spamming 3. Respond to public complaints in a public way 4. If it looks like you’re hiding something, someone will find it. 5. Maintain your presence. Never, never, abandon it.
  45. 45. Social Media LinkedIn • Request all employees maintain a profile. • Create a group for employees to collaborate and share with vendors and customers. • Encourage employees to participate in other discussion groups where they can answer industry related questions
  46. 46. Social Media Facebook • Create a page for your business and encourage employees, friends, family members to become a “fan.” All of their online friends will be notified. • Post relevant photos, links, and videos about your company and encourage comments and dialogue by your visitors • Encourage employees to participate in other discussion groups where they can answer industry related questions
  47. 47. Social Media Twitter • Broadcast relevant news for your customers • Announce sale events • Be accessible to those who prefer to communicate this way • If there’s no immediate business purpose evident, at least monitor your name.
  48. 48. Summary • The most benefit will always be gained from a cohesive and comprehensive strategy • Market from the inside out: 1. Take care of the inside first – your website 2. Maximize free exposure with good SEO practices 3. Supplement your SEO strategy with paid search 4. Use, or be prepared to use, new technologies as consumers adopt them in their habits and expectations 5. Reach out to those not actively searching for your product and enable your mavens to help you spread the word for you.

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