Rice Marketing 2010 Es

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Guest Lecture at Ann Iverson's advertising class at Rice University February 9, 2010.

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  • Generational conflict -- boomers /
  • Rice Marketing 2010 Es

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