Rice University Advertising Spring 2010

Uploaded on

My talk to Ann Iverson's advertising class at Rice University, February 2010.

My talk to Ann Iverson's advertising class at Rice University, February 2010.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On Slideshare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide
  • Generational conflict -- boomers /


  • 1. Welcome to the Marketing of the FUTURE Web marketing and online business interaction basics Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com www.flickr.com/photos/torley/3770617564
  • 2. “Fred” 428,519,032 Channel Views
  • 3. Cell phone anthropology
  • 4. A whole new world www.flickr.com/photos/trilogicom/4033784093
  • 5. What we’ll talk about...
    • Tapping into Human Motivation
    • Web marketing fundamentals
    • Storytelling tools on the Web
    Building a future on the Web - one site + network at a time Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/23373808@N07/3988177683/
  • 6. Whales are really cool www.flickr.com/photos/hermida/1172559258
  • 7. Winter vacation anyone? www.flickr.com/photos/marvenic/3376635617
  • 8. 3 Motivations of Humans www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
  • 9. Ideological Material Social Why do you do what you do? www.flickr.com/photos/barackobamadotcom/3008253269/in/set-72157608716313371/ www.flickr.com/photos/14816925@N00/19845761/
  • 10. 10 Web marketing fundamentals
    • Headline
    • Make your service the Hero
    • “ Call to action”
    • Branding consistency
    • Make it easy to contact you
  • 11. 10 Web marketing fundamentals
    • Appropriate imagery / color
    • Optimize your content
    • Testimonials!
    • Interact intelligently
    • Privacy is key
  • 12. Your online tools www.flickr.com/photos/limonada/543042006
  • 13. Unique + stand out from crowd Experiment until they get it right Listen, respond and connect Social Media Rock Star-dom?
  • 14. All about... Blogs
  • 15.
    • Mac naming contest (7500 entries)
    • Mac’s birthday card contests
    • Elephant adoption packets (thousands sold and increased awareness)
    Mac the baby elephant (2006 - 2008) Celebrating the life of Mac, the baby elephant www.houstonzooblog.com
  • 16. Embeddable pics and videos 1000’s of personal Stories http://www.houstonzoo.org/herpesvirusresearch/ Research Fund Drive Helping a Community heal after a tragic loss www.houstonzoo.com/mac http://www.youtube.com/user/houstonzoo Elephant endotheliotropic herpesvirus (EEHV)
  • 17. 300 million Facebook-ers 307 million Americans
  • 18. It IS personal (but you keep control) Avoiding someone? BLOCK THEM!
  • 19. Pages are powerful on Facebook! www.facebook.com/pages/Houston-Zoo-Inc/15008187525# Strong fan following Visual announcements Fan photos
  • 20. Facilitate offline networking 53 ‘yes’ 194 ‘maybe’ 888 members 521 photos
  • 21. Facebook Causes - Social Fundraising http://apps.facebook.com/causes/beneficiaries/11 Track your top recruiters Feature on your Profile page Chipin on Facebook!
  • 22. All about... Twitter
  • 23. http://www.youtube.com/watch?v=ddO9idmax0o Micro-Blogging with Twitter ( www.twitter.com )
  • 24. Twitter includes others in ongoing dialogue Houston Children’s Museum on Twitter: www.twitter.com/cmhouston
  • 25. www.threadbanger.com/post/12723 How can you play with your audience? www.squarespace.com/iphone / www.flickr.com/photos/cybertoad/3211981392/ www.twitter.com/houstonzoo
  • 26. www.crowdeye.com http://search.twitter.com www.tweetbeep.com Use free tools to track the Twitter buzz...
  • 27. Playing with Rich Media www.flickr.com/photos/thomashawk/288335335/
  • 28. Chronicle it all with video United Way: www.youtube.com/unitedway Zappos: www.youtube.com/user/zappos Schipul: www.vimeo.com/schipul
  • 29. NPOs share their challenges and triumphs through photos http://flickr.com/photos/camera_rwanda NPOs can qualify for free account: www.flickr.com/good
  • 30. Tap into the Collective creativity! http://www.flickr.com/photos/sulla55/3402883279/ http://www.flickr.com/groups/houstonzoophotooftheweek/ http://www.flickr.com/groups/houstonzoo/ http://www.flickr.com/houstonzoo/
  • 31. http://www.flickr.com/photos/jfchenier/76721307/ (keep track of the Story)
  • 32. Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com IceRocket: www.icerocket.com
  • 33. www.google.com/alerts Email updates for your company name and keywords www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names Due diligence on your Story Listening and Engaging: Tracking Tools
  • 34. Addictive and essential Google Reader: www.google.com/reader
  • 35. Marketing FROM THE FUTURE!!! (tie it all in to the Mother Ship) (tie it all in to the Mother Ship)
  • 36. Let’s digest ALLL this brain candy!
    • Find the tools that work for you
    • Master the art of listening
    • Discover your audience’s motivation
    Tying Community building and Web tools together Find this presentation: www.slideshare.net/happykatie www.flickr.com/photos/49503124519@N01/2191110642/
  • 37. Ed Schipul // CEO Schipul - The Web Marketing Company [email_address] (281) 497.6567, ext. 500Personal Brand page: www.schipul.com/esch ipul Blog: www.eschipul. com Twitter: www.twitter.com/e schipul Slidesh are: www.slideshare.net/es chipul