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Online Advertising 101<br />
Who Am I?<br />Niall Flynn niall@dropp.ie<br />Online Developer<br />Search Engine Optimiser<br />Online Marketer<br />Wor...
Places I Have Worked<br />vStream<br /><ul><li>Video Production, Video Advertising.
Lisbon Treaty 2008.
Jameson 360 Video Network.</li></ul>Rothco<br /><ul><li>Full Service Advertising Agency (AIB, O2, Currys & Dublin Bus).</l...
It’s Cheap<br />
The Audience is Large & Diverse<br />
Accountability<br />
Device Convergence<br /><ul><li> Computers
 Phones
 Set Top Boxes/TVs
 Gaming Consoles
 Fridges?</li></li></ul><li>It is Engaging<br /><ul><li>Rich Media
Text & Images
Video
Audio
Gaming
Online Chat
Social Media</li></li></ul><li>Opens a Conversation<br />Build Customer Data Bases<br />Make direct contact<br />Online Su...
Questions?<br />
What are your Businesses Unique Selling Points?<br />
What is a USP?<br />Price (High or Low)<br />Service<br />Approach<br />Specialisation<br />Brand<br />
What are your USPs?<br /><ul><li>Have you competition online?
Have you competition offline?
Is it Price?
Can you offer a free online service?
Are you the USP?</li></li></ul><li>Put Your Best Foot Forward Online<br /><ul><li>Branding, not to much not to little.
Be careful of your personal Social media profiles.
Grammar, typos, tone and language.
Don’t Spam, enquire.</li></li></ul><li>Share Your Knowledge & Increase Traffic<br /><ul><li>You have valuable insight into...
Sharing this in the form of news or blog posts can add to your online reach.</li></li></ul><li>Product, Product, Product!<...
Show your product in its best light.
Over explain without losing tone.
Cross promote, without highlighting competitors.
Listen, respond and convert.</li></li></ul><li>Questions?<br />
Online Engagement, Calls to Action & how to Engage Online.<br />
Engagement?<br />Online is not print!<br />Online Games?<br />Video.<br />Blog Discussions.<br />Mailing Lists.<br />
How to measure Engagement<br />Set Goals e.g 100 followers on Twitter.<br />Monitor<br />Measure<br />Ask<br />
Calls To Action Keep It Simple<br />
Calls To Action That Work<br />1-3 Message Cycling in a feature area on your home page.<br />Simple clear messages.<br />L...
Calls To Action Keep It Simple<br />
Calls To Action What Not To Do<br />More than 7 menu items is confusing.<br />Multiple navigation menus mean sub sections ...
Follow up<br />Stay in Touch.<br />Build A Mailing List.<br />Offer Seasonal Services.<br />Sales, Offers & Vouchers.<br /...
Questions?<br />
What Does Conversion Mean to You?<br />
What is a Online Conversion?<br />Direct Sales<br />Branding<br />Awareness<br />Advertising Revenue<br />
ROI - how can it be Measured?<br />
Return on Investment How can it be Measured?<br />Paid Advertising<br />Social Engagement<br />Sales Increases<br />Raisin...
How to Plan, Research & Finance<br />
Online Trends<br />Spot them and jump on the bandwagon.<br />Monitor Competitor Blogs & Websites.<br />Keep up to date.<br />
Online SWOT Analysis<br />
Online SWOT Analysis<br />Strengths<br /><ul><li>Am I alone online?
Can I register a good .ie or .com domain</li></ul>Weaknesses<br /><ul><li>I have no online presence
My online presence is weak
I am not selling online</li></ul>Opportunities<br /><ul><li>There is a demand for what I do offline
Keyword research shows a high demand</li></ul>Threats<br /><ul><li>I have heavy competition from a large brand
My competitor currently pays for my brand name</li></li></ul><li>Cost Estimation<br />
What will it cost?<br />Web Development<br /><ul><li>Is affordable and most websites can be completed for €500-€1,000.
Is quick and should be done within 7 days.</li></ul>Graphic Design<br /><ul><li>Can be a longer process.
Normally set in hourly rates of €30-€80.</li></ul>SEO<br /><ul><li>Charged by the hour €50-€80.
Should be results driven and offer support.</li></ul>Advertising/Paid SEO<br /><ul><li>Third party costs.
Management is generally a % of the cost.
This should include goal setting and reporting.</li></li></ul><li>Funding & Grants<br />
Funding & Grants<br />Venture Capital<br /><ul><li>Tough to get but it is still out there, a good idea requires a business...
Breaking Ground or Making Repairs<br />
Getting Started Online<br />CRO and the IEDR, choose a good domain name.<br />Domains & Hosting.<br />Design & Branding.<b...
Assessing your current online presence<br />Look & Feel<br />Am I mobile Enabled?<br />Page Rank<br />SERPS, are you visib...
Websites<br />
Websites – The Core of your Online Presence<br /><ul><li>Types of Sites
eCommerce
Brochure
Magazine/Blog
Forum/directories
Focused Goals within sites
Tracking & Analytics
Device Convergence - the mobile web
Flash & Apple
Flash Alternatives</li></li></ul><li>Questions?<br />
Twitter<br />
Twitter<br /><ul><li>‘Micro Blogging Platform’, which is said to have evolved from IRC, a text chat technology from the la...
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Online advertising 101

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Dropp were pleased to be invited to talk to a group of new business start-ups about online advertising.

For all you that were kind enough to give your attention, the presentation is available here to download as a Power Point file.

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Transcript of "Online advertising 101"

  1. 1. Online Advertising 101<br />
  2. 2. Who Am I?<br />Niall Flynn niall@dropp.ie<br />Online Developer<br />Search Engine Optimiser<br />Online Marketer<br />Worked in Online Advertising Since 2006<br />Developer since early 2000<br />
  3. 3. Places I Have Worked<br />vStream<br /><ul><li>Video Production, Video Advertising.
  4. 4. Lisbon Treaty 2008.
  5. 5. Jameson 360 Video Network.</li></ul>Rothco<br /><ul><li>Full Service Advertising Agency (AIB, O2, Currys & Dublin Bus).</li></ul>Dropp<br /><ul><li>Web Development, Design & SEO for SMEs.</li></li></ul><li>Why Advertise Online?<br />
  6. 6. It’s Cheap<br />
  7. 7. The Audience is Large & Diverse<br />
  8. 8. Accountability<br />
  9. 9. Device Convergence<br /><ul><li> Computers
  10. 10. Phones
  11. 11. Set Top Boxes/TVs
  12. 12. Gaming Consoles
  13. 13. Fridges?</li></li></ul><li>It is Engaging<br /><ul><li>Rich Media
  14. 14. Text & Images
  15. 15. Video
  16. 16. Audio
  17. 17. Gaming
  18. 18. Online Chat
  19. 19. Social Media</li></li></ul><li>Opens a Conversation<br />Build Customer Data Bases<br />Make direct contact<br />Online Surveys<br />Tracking & Cookies<br />Facebook Likes, Ratings <br />& Comments<br />
  20. 20. Questions?<br />
  21. 21. What are your Businesses Unique Selling Points?<br />
  22. 22. What is a USP?<br />Price (High or Low)<br />Service<br />Approach<br />Specialisation<br />Brand<br />
  23. 23. What are your USPs?<br /><ul><li>Have you competition online?
  24. 24. Have you competition offline?
  25. 25. Is it Price?
  26. 26. Can you offer a free online service?
  27. 27. Are you the USP?</li></li></ul><li>Put Your Best Foot Forward Online<br /><ul><li>Branding, not to much not to little.
  28. 28. Be careful of your personal Social media profiles.
  29. 29. Grammar, typos, tone and language.
  30. 30. Don’t Spam, enquire.</li></li></ul><li>Share Your Knowledge & Increase Traffic<br /><ul><li>You have valuable insight into your business, products, service or industry.
  31. 31. Sharing this in the form of news or blog posts can add to your online reach.</li></li></ul><li>Product, Product, Product!<br /><ul><li>Your product/service is the most important facet of your advertising strategy.
  32. 32. Show your product in its best light.
  33. 33. Over explain without losing tone.
  34. 34. Cross promote, without highlighting competitors.
  35. 35. Listen, respond and convert.</li></li></ul><li>Questions?<br />
  36. 36. Online Engagement, Calls to Action & how to Engage Online.<br />
  37. 37. Engagement?<br />Online is not print!<br />Online Games?<br />Video.<br />Blog Discussions.<br />Mailing Lists.<br />
  38. 38. How to measure Engagement<br />Set Goals e.g 100 followers on Twitter.<br />Monitor<br />Measure<br />Ask<br />
  39. 39. Calls To Action Keep It Simple<br />
  40. 40. Calls To Action That Work<br />1-3 Message Cycling in a feature area on your home page.<br />Simple clear messages.<br />Legible on all devices.<br />Simple Navigation.<br />Call to action to ‘get’ or follow up, ask your user to do something.<br />
  41. 41. Calls To Action Keep It Simple<br />
  42. 42. Calls To Action What Not To Do<br />More than 7 menu items is confusing.<br />Multiple navigation menus mean sub sections are lost.<br />Lack of feature content & no call to action are not engaging.<br />Visual clutter is a subconscious turn off for visitors.<br />
  43. 43. Follow up<br />Stay in Touch.<br />Build A Mailing List.<br />Offer Seasonal Services.<br />Sales, Offers & Vouchers.<br />Do not spam!<br />
  44. 44. Questions?<br />
  45. 45. What Does Conversion Mean to You?<br />
  46. 46. What is a Online Conversion?<br />Direct Sales<br />Branding<br />Awareness<br />Advertising Revenue<br />
  47. 47. ROI - how can it be Measured?<br />
  48. 48. Return on Investment How can it be Measured?<br />Paid Advertising<br />Social Engagement<br />Sales Increases<br />Raising Awareness<br />Reach<br />
  49. 49. How to Plan, Research & Finance<br />
  50. 50. Online Trends<br />Spot them and jump on the bandwagon.<br />Monitor Competitor Blogs & Websites.<br />Keep up to date.<br />
  51. 51. Online SWOT Analysis<br />
  52. 52. Online SWOT Analysis<br />Strengths<br /><ul><li>Am I alone online?
  53. 53. Can I register a good .ie or .com domain</li></ul>Weaknesses<br /><ul><li>I have no online presence
  54. 54. My online presence is weak
  55. 55. I am not selling online</li></ul>Opportunities<br /><ul><li>There is a demand for what I do offline
  56. 56. Keyword research shows a high demand</li></ul>Threats<br /><ul><li>I have heavy competition from a large brand
  57. 57. My competitor currently pays for my brand name</li></li></ul><li>Cost Estimation<br />
  58. 58. What will it cost?<br />Web Development<br /><ul><li>Is affordable and most websites can be completed for €500-€1,000.
  59. 59. Is quick and should be done within 7 days.</li></ul>Graphic Design<br /><ul><li>Can be a longer process.
  60. 60. Normally set in hourly rates of €30-€80.</li></ul>SEO<br /><ul><li>Charged by the hour €50-€80.
  61. 61. Should be results driven and offer support.</li></ul>Advertising/Paid SEO<br /><ul><li>Third party costs.
  62. 62. Management is generally a % of the cost.
  63. 63. This should include goal setting and reporting.</li></li></ul><li>Funding & Grants<br />
  64. 64. Funding & Grants<br />Venture Capital<br /><ul><li>Tough to get but it is still out there, a good idea requires a business plan and pitch.</li></ul>The Bank<br /><ul><li>Again tough but it can be done.</li></ul>Enterprise Boards & Grants<br /><ul><li>Again tough but it can be done.</li></li></ul><li>Questions? – Short break.<br />
  65. 65. Breaking Ground or Making Repairs<br />
  66. 66. Getting Started Online<br />CRO and the IEDR, choose a good domain name.<br />Domains & Hosting.<br />Design & Branding.<br />Copy Writing for Online.<br />Social Media faux pas .<br />
  67. 67. Assessing your current online presence<br />Look & Feel<br />Am I mobile Enabled?<br />Page Rank<br />SERPS, are you visible for your business terms?<br />Your current spend, should you increase or reduce?<br /><ul><li>Online Copywriting</li></li></ul><li>Questions?<br />
  68. 68. Websites<br />
  69. 69. Websites – The Core of your Online Presence<br /><ul><li>Types of Sites
  70. 70. eCommerce
  71. 71. Brochure
  72. 72. Magazine/Blog
  73. 73. Forum/directories
  74. 74. Focused Goals within sites
  75. 75. Tracking & Analytics
  76. 76. Device Convergence - the mobile web
  77. 77. Flash & Apple
  78. 78. Flash Alternatives</li></li></ul><li>Questions?<br />
  79. 79. Twitter<br />
  80. 80. Twitter<br /><ul><li>‘Micro Blogging Platform’, which is said to have evolved from IRC, a text chat technology from the late 80s
  81. 81. Short Snappy 140 character messages, owed to its initial use on SMS carriers in the US.
  82. 82. Terminology
  83. 83. Tweet; or message 140 characters or less.
  84. 84. RT; A ‘retweet’.
  85. 85. @; a direct message.
  86. 86. Short URLs e.g. bitly
  87. 87. Very Powerful, very trend driven, use it with caution.</li></li></ul><li>21 Billion Tweets<br />
  88. 88. Twitter Dos & Don’ts<br />Good idea<br /><ul><li>Follow your client base and offer them the ability to follow you.
  89. 89. Output your news and events via twitter.
  90. 90. Respond to clients or potential clients.</li></ul>Bad Idea<br /><ul><li>Do not start chats online.
  91. 91. Do not let your client base know about your breakfast.
  92. 92. Do not mix business with pleasure.</li></li></ul><li>Twitter Needs A Client<br />What is a client?<br />Why not the web interface?<br />Multiple accounts?<br />Examples<br />Tweet Deck (Desktop & Mobile)<br />Tweetie/Twitter for iPhone(Mac & iPhone)<br />Uber twitter<br />
  93. 93. Questions?<br />
  94. 94. Facebook<br />
  95. 95. Facebook<br />Social Media Platform, started in Harvard.<br />Grown exponentially<br />Half of internet traffic is fb, it out ranks Google<br />1.2 million active Irish users<br />Best ROI on CPC advertising<br />Free to use as an individual or brand, this has begun to change and fb will continue to monetise their business sales model.<br />
  96. 96. Facebook Dos & Don’ts<br />Good idea<br /><ul><li>Set up a fan page.
  97. 97. Promote your twitter via your web site.
  98. 98. Remember fb is internet down time, try a little humor.</li></ul>Bad Idea<br /><ul><li>Do not start a profile for a business.
  99. 99. Do not blatantly market on fb.
  100. 100. Be careful, nothing is deleted.
  101. 101. Fb Ownership & Rights, who owns the content?</li></li></ul><li>Questions?<br />
  102. 102. LinkedIn<br />
  103. 103. LinkedIn<br />Professional Social Media Platform.<br />Great for online networking.<br />Great for HR.<br />The serious side of Social networking.<br />Add yourself & company profile<br />Encourage employees to add to the network.<br />Link to you site and blog. <br />
  104. 104. All The Rest.<br />
  105. 105. Social Media What to Use & Why<br />Do I have the time to invest in this?<br />Do I know how to do this?<br />Is there a member of staff that can do this?<br />Should I hire someone to manage my social media?<br />Where are my client base?<br />
  106. 106. Social Media Strategy<br />KISS<br />Are you raising awareness?<br />Are you trying to sell a product?<br />Are you a service provider offering an online niche service?<br />Listen, Respond, Monitor & Review.<br />Social Media Engagement, how can it be measured?<br />
  107. 107. Questions?<br />
  108. 108. Apps<br />
  109. 109. Apps?<br />What is an App?<br />Devices<br />Platforms<br />Do you need an App?<br />How to monetise Apps<br />HTML5 what it will mean for online in the coming years<br />
  110. 110. Questions?<br />
  111. 111. Online CRM<br />
  112. 112. Online CRM<br /><ul><li>Online Customer relationship management (CRM)
  113. 113. EDM & DM
  114. 114. Mail Chimp & An Post, the difference, between the 2.
  115. 115. Online lead generation
  116. 116. Mailing lists, Internet gold!</li></li></ul><li>Questions?<br />
  117. 117. Online Reporting & Reputation Management<br />
  118. 118. Online Reporting & Reputation Management<br />Google Analytics<br />GetClicky<br />Google Alerts<br />3rd Party<br />Online Market Research<br />
  119. 119. Questions?<br />
  120. 120. SEO?<br />
  121. 121. Search Engine Optimisation<br /><ul><li>What is SEO?
  122. 122. How can it help you business?
  123. 123. Paid SEO
  124. 124. Organic SEO
  125. 125. Social
  126. 126. White, gray & black hat SEO</li></li></ul><li>Questions?<br />
  127. 127. Online Advertising<br />
  128. 128. Online Advertising<br /><ul><li>Budget
  129. 129. Banner Ads
  130. 130. Cost Per Click
  131. 131. Twitter
  132. 132. Facebook
  133. 133. Directory listings
  134. 134. Back links</li></li></ul><li>Questions?<br />
  135. 135. Site Clinic/Q&A Session<br />
  136. 136. Thank You<br />Presentation Download: www.dropp.ie/innovo<br />Niall Flynnniall@dropp.ie0867844450<br />
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