1 stRegional WIEF WebReachInternet Marketing Workshop              Nairobi, Kenya       4th to 8th September 2012
OVERVIEW
Overview• Day 1  – Introduction to Internet Presence  – Understanding Internet Usage  – Search Engine Optimization (SEO)  ...
Overview• Day 2 - Web Content Management System (CMS)  – Basic setting:     • Web layout     • Design template setting    ...
Overview• Day 3 – Internet Marketing  – URL submission  – Generic Online Classifieds  – Industry-specific Portals  – Viral...
Overview• Day 4 – Social / Conversational Media  Marketing  – Location Based Service: Foursquare  – Micro-blogging: Twitte...
Overview• Day 5 – Social / Conversational Media  Marketing  – Experience Sharing  – FB Content Strategy  – Mock Campaign  ...
THE BUILDING BLOCKS
Introduction              • Website              • Blog-site Internet     • Social Networks / Media              • Photo S...
Understanding Internet Usage
Understanding Internet Usage
Understanding Internet Usage
Understanding Internet Usage
Understanding Internet Usage
Understanding Internet Usage                        Internet User StatisticsCountry    Population    Internet   Internet  ...
Search Engine Optimization (SEO)• Search Engine Optimization (SEO) is the process  or technique of improving a website’s r...
Search Engine Optimization (SEO)• Basic strategy for SEO:  – Domain name (URL)  – Title page  – Content (heading, frequenc...
Google Love• If you havent heard, google is awesome - with  everything from search to mail to maps. Its  literally the bes...
SEO Activity 1• Go to Google External Keyword Tool   – https://adwords.google.com/select/KeywordToolExternal   – Under the...
Why are keywords important?• 72.7% of traffic / visitors to a website is via  search engine; hence via keyword• Keywords c...
WEB DEVELOPMENT
Domain Name• Unique identifier on the Internet• Indexed by search engine and one of the main  criteria in getting good SER...
Domain Name• Parameters to consider in deciding your domain  name:  – Domain type (.com or .co.ke / .co.tz / .co.ug)     •...
Domain Name• For purpose of WebReach workshop, we are  using GoogleSiteBuilder tool• As such, your domain name will look l...
Website Content & Structure• Content strategy:  – Understanding your target market / target viewer  – Objective of website...
Website Content & Structure• Sample of Content Structure (manufacturer):   – Homepage   – About Us      • Background      ...
Product Photography• Things to consider  – Product type     • Wood, Metal, Glass, Fruits, Dried goods, Fresh goods, etc  –...
Product Photography• Things to remember:  – Lighting  – Background  – Multi-situation  – Multi-angle  – Photo dimension• A...
Product Photography• Image Editing for web usage  – File type  – File size  – Image dimension  – Image manipulation
Web reachworkshop v0.4
Web reachworkshop v0.4
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Web reachworkshop v0.4

  1. 1. 1 stRegional WIEF WebReachInternet Marketing Workshop Nairobi, Kenya 4th to 8th September 2012
  2. 2. OVERVIEW
  3. 3. Overview• Day 1 – Introduction to Internet Presence – Understanding Internet Usage – Search Engine Optimization (SEO) – Web Development • Domain Name • Registration of Websites • Website Content & Structure • Product Photography • Image Editing
  4. 4. Overview• Day 2 - Web Content Management System (CMS) – Basic setting: • Web layout • Design template setting • Banner setting – Content setting: • Page creation/edition • Sitemap / Content structure • Image gallery • Product catalog • Forms – Embedding objects – SEO tips and tricks • Keywords • Meta tags • H1 tags • Title page
  5. 5. Overview• Day 3 – Internet Marketing – URL submission – Generic Online Classifieds – Industry-specific Portals – Viral Marketing • Document (powerpoint / pdf / word doc) • Video – Photo marketing – Google Map – QR Code
  6. 6. Overview• Day 4 – Social / Conversational Media Marketing – Location Based Service: Foursquare – Micro-blogging: Twitter – Photo Sharing/Virtual Pin-board: Pinterest – Social Networking: Facebook – Facebook Marketing • Setting up of FanPage
  7. 7. Overview• Day 5 – Social / Conversational Media Marketing – Experience Sharing – FB Content Strategy – Mock Campaign – Internet as Business and Productivity Tool – Review of Marketing Strategy
  8. 8. THE BUILDING BLOCKS
  9. 9. Introduction • Website • Blog-site Internet • Social Networks / Media • Photo Sharing Presence • Micro Blogging • Portals / Marketplaces / Classifieds / E- directories Internet • Shopping cart • Auction sites • G2B, B2B portals Business • In-direct payment (COD, Bank-In, etc) Online • Payment gateway • Mobile-payTransaction • PayPal
  10. 10. Understanding Internet Usage
  11. 11. Understanding Internet Usage
  12. 12. Understanding Internet Usage
  13. 13. Understanding Internet Usage
  14. 14. Understanding Internet Usage
  15. 15. Understanding Internet Usage Internet User StatisticsCountry Population Internet Internet Penetration Facebook FB Users Users Population Users Penetration (2000) (2011) of Online Users Kenya 41mil 200,000 10.5mil 25.5% 1.6mil 15%Uganda 34.6mil 40,000 4.2mil 12.1% 470k 11%Tanzania 42.7mil 115,000 4.9mil 11.5% 560k 11% Source: www.internetworldstats.com www.socialbakers.com
  16. 16. Search Engine Optimization (SEO)• Search Engine Optimization (SEO) is the process or technique of improving a website’s ranking in the Search Engine Results Page (SERP) and visibility via natural or organic search (unpaid)
  17. 17. Search Engine Optimization (SEO)• Basic strategy for SEO: – Domain name (URL) – Title page – Content (heading, frequency and placement of keywords) – 3rd party links to website – Number of clicks (clickthrough) in Search Results page• Google External Keyword Tool – https://adwords.google.com/select/KeywordToolExte rnal
  18. 18. Google Love• If you havent heard, google is awesome - with everything from search to mail to maps. Its literally the best way to get things done and something that you will see a lot in this workshop.• So sign up for a google account if you havent already.• Go to google.com/accounts
  19. 19. SEO Activity 1• Go to Google External Keyword Tool – https://adwords.google.com/select/KeywordToolExternal – Under the Advanced Options and Filters • Specify locations as your home country (i.e. Kenya, Uganda or Tanzania) • Specify Languages as All Languages – In Word or Phrase, type in your keyword – Start with one word, then perform combinations of keywords and repeat in multiple language – Jot down 10 to 15 important keywords based on number of global and local monthly searches
  20. 20. Why are keywords important?• 72.7% of traffic / visitors to a website is via search engine; hence via keyword• Keywords can be used in formulating strategies for – Domain name selection – Title page – Website content – Postings on 3rd party sites – All sorts of internet marketing techniques
  21. 21. WEB DEVELOPMENT
  22. 22. Domain Name• Unique identifier on the Internet• Indexed by search engine and one of the main criteria in getting good SERP ranking• Common strategy for domain name selection: – Branding • www.oracle.com or www.nanis.com.my – Keyword • www.herbalspa.com or www.trainingfacility.com.my – Hybrid • www.anjefoodpaste.com or www.embuncards.com
  23. 23. Domain Name• Parameters to consider in deciding your domain name: – Domain type (.com or .co.ke / .co.tz / .co.ug) • International vs. local domain • Depending on target market / target viewer for your website – Not too long • www.travelkenya.com vs www.estatouragencykenya.co.ke – Easy to read / spot / remember • Something catchy or straight to the point – Avoid using ‘useless’ terms • ‘2u’ or ‘foryou’ or ‘thebest’ – Do not be too obsessed with company name (different from brand) • www.mzsb.co.ke or www.pineview.com
  24. 24. Domain Name• For purpose of WebReach workshop, we are using GoogleSiteBuilder tool• As such, your domain name will look like: – freshfruits.kbo.co.ke – freshfruits.getafricaonline.com• Activity 2: – List out several of your desired domain name – Call me to your desk for review / discussion
  25. 25. Website Content & Structure• Content strategy: – Understanding your target market / target viewer – Objective of website • Corporate profiling • Marketing channel • Sales channel – Utilization and placement of keywords• Activity 3: Come up with your website content structure
  26. 26. Website Content & Structure• Sample of Content Structure (manufacturer): – Homepage – About Us • Background • Certifications • Awards – Product • Category 1 – Sub-category A – Sub-category B • Category 2 – Sub-category C – Sub-category D – Distributors • List of distributors • Distributors wanted – Testimonials – Gallery – Contact Us
  27. 27. Product Photography• Things to consider – Product type • Wood, Metal, Glass, Fruits, Dried goods, Fresh goods, etc – Image composition – Choose the best looking product • Make sure labels and packaging in good form – Clean and Simple background that is not interfering with product – Proper equipment – Lighting technique Direct Lighting Bounced Lighting Diffused Lighting
  28. 28. Product Photography• Things to remember: – Lighting – Background – Multi-situation – Multi-angle – Photo dimension• Activity 4: Use of Lightbox
  29. 29. Product Photography• Image Editing for web usage – File type – File size – Image dimension – Image manipulation

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