Rice Marketing 2010   Es
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Rice Marketing 2010 Es

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

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

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  • Generational conflict -- boomers /


  • 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. “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 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. Whales are really cool www.flickr.com/photos/hermida/1172559258
  • 7. Winter vacation anyone? www.flickr.com/photos/marvenic/3376635617
  • 8. 3 Motivations of www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
  • 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 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. 10 Web marketing fundamentals 6. Appropriate imagery / color 7. Optimize your content 8. Testimonials! 9. Interact intelligently 10. Privacy is key
  • 12. Your online tools www.flickr.com/photos/limonada/543042006
  • 13. Listen, respond Social and connect Media Experiment until Rock they get it right Star-dom? Unique + stand out from crowd
  • 14. All about... Blogs
  • 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. 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. 300 million Facebook-ers 307 million Americans
  • 18. Avoiding someone? BLOCK THEM!
  • 19. Strong fan following Visual announcements Fan photos Pages are powerful on Facebook! www.facebook.com/pages/Houston-Zoo-Inc/15008187525#
  • 20. fl 521 photos 53 ‘yes’ 194 ‘maybe’ 888 members
  • 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. Micro-Blogging with Twitter (www.twitter.com) http://www.youtube.com/watch?v=ddO9idmax0o
  • 24. Twitter includes others in ongoing dialogue Houston Children’s Museum on Twitter: www.twitter.com/cmhouston
  • 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. www.crowdeye.com http://search.twitter.com www.tweetbeep.com Use free tools to track the Twitter buzz...
  • 27. www.flickr.com/photos/thomashawk/288335335/ Playing with Rich Media
  • 28. 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/houstonzoo/ http://www.flickr.com/photos/sulla55/3402883279/ http://www.flickr.com/groups/houstonzoo/ http://www.flickr.com/groups/houstonzoophotooftheweek/
  • 31. http://www.flickr.com/photos/jfchenier/76721307/ (keep track of the Story)
  • 32. IceRocket: www.icerocket.com Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com
  • 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. Addictive and essential Google Reader: www.google.com/reader
  • 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. 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