Online advertising 101
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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....

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

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    Online advertising 101 Online advertising 101 Presentation Transcript

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