• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
University of Washington Guest Lecture - Entrepreneurial Marketing
 

University of Washington Guest Lecture - Entrepreneurial Marketing

on

  • 3,731 views

Guest lecture by Jordan Mitchell at Deb Hagen's UW class on Entrepreneurial Marketing.

Guest lecture by Jordan Mitchell at Deb Hagen's UW class on Entrepreneurial Marketing.

Statistics

Views

Total Views
3,731
Views on SlideShare
3,642
Embed Views
89

Actions

Likes
2
Downloads
33
Comments
0

2 Embeds 89

http://kickstand.typepad.com 88
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

University of Washington Guest Lecture - Entrepreneurial Marketing University of Washington Guest Lecture - Entrepreneurial Marketing Presentation Transcript

  • Online Marketing – Version 2.0 Marketing your business across the new landscape of the Web.
  • Today I’ll Talk About
    • Online advertising trends and challenges
    • Using the Web to gain exposure
      • Online advertising 101 (media you buy)
      • Evaluating three example campaigns
      • Tools to use
      • Social media marketing (media you earn)
      • Examples of social media marketing
    • Tracking and measuring
  • Online Marketing Version 2.0
      • Then
      • Banners
      • 1-2 ad networks
      • Category/site targeting
      • “ bought” media
      • Now
      • Text, display, video, viral
      • >400 ad networks
      • Incredible targeting
      • “ earned” media
  • US Online Ad Market Size Actual Estimated
  • Display vs. Search Advertising
    • Display Advertising
    • Untargeted
    • 25x volume of search yet half the market share
    • 83% sold <$1 CPM
    • Search Advertising
    • Targeted
    • $81.65 revenue per 1000 searches
    Growth lies in targeting people and behaviors. Search Display
  • Overall Trends
    • Focus on performance and ROI
    • Continued market growth
      • 2006 online ad spend per household was $217:
        • $980 for newspapers,
        • $980 for telemarketing, and
        • $576 for direct mail
      • Self-service
    • Better targeting
    • “Earned” media
  • The People-Driven Web
    • Business-driven  people-driven
    • Authentic and open communications
    • No one has control!
  • Earned Media
    • Word of mouth
    • Social media marketing
    • PR
    • Media interaction
    • Email forwarding
    Media attention earned the hard way, not bought.
  • Challenges and Opportunities
    • Signal/noise ratio
    • Capturing and holding attention
    • “Banner blindness”
    • Nothing works continually
    • More free exposure venues
    • No limit to what can work; blank slate
    • Easy and cheap to test different approaches
  • Paid Media Online Advertising 101
  • Online Advertising Eco-System Advertisers want to reach people. Web sites are the proxy. 80% of ad inventory flows thru networks. Advertisers / Agencies Publishers Ad Networks Optimizers Online Consumers
  • Rate Structures
    • Objectives
      • Performance
      • Brand
    • Rate structures
      • CPM (cost per thousand impressions)
      • CPC (cost per click)
      • CPA (cost per action)
      • CPV (cost per view)
      • Sponsorships (cost per time period)
  • Targeting Options
    • Traditional
    • Geographic location
    • Demographic
    • Site
    • Category/channel
    • Search keywords
    • Day part
    • Newer
    • Interest/affinity
    • Context
    • Commercial intent
    • Persona
    • Social graph
    • Influencers
  • Where to Buy
    • Specific Web site
    • Ad network
      • Format (text ad, video, display, etc.)
      • Vertical (sports, travel, etc.)
      • Publisher type (blog, community, owned, etc.)
      • Targeting (behavioral, contextual, demo, etc.)
      • Rate type (CPA/affiliate, CPM, CPC, etc.)
  • Elements of a Campaign
    • The advertisement (creative)
    • The landing page
    • The call to action
    • Continual optimization
      • All of the above
  • Tracking and Measuring ROI
    • Define your “return” in the form of an “action”?
      • Registration
      • Purchase
      • Monetary value
    • Measure cost per action against monetary value
    • Simple example: selling UW t-shirts
  •  
  • Optimizing Your Campaign
    • Measure, compare, change …
    • Campaign funnel
      • Creative (click through rate)
      • Landing page (click through rate)
    • Web site funnel
      • General usability (eliminating points of friction)
      • Catalog navigation
      • Ease of purchasing
  • Tools to Use
    • Google AdSense
      • Messaging
      • Keywords
      • Landing page optimization
    • Google Analytics
      • Compare all your advertising sources
      • Count impressions, clicks, etc.
      • Creative optimization
      • Landing page optimization
    • A/B and multivariate testing
  • “ Earned” Media
  • Earned Media is “Linkbait”
    • Funny, useful or controversial content
    • People online are bored!
    • Examples
      • Videos
      • Widgets
      • Games
      • Blog posts
      • Pictures
      • Facebook status updates
      • Twitter posts
      • Emails
      • Craigslist postings
      • Contests
  • Earned Media
    • Benefits
      • Can be enormously effective
      • Can be extremely easy/cheap
      • Helps with SEO
      • Helps attract/keep people’s attention
      • People remember it
    • Challenges
      • No recipe for success
      • Can go horribly wrong
      • Posers get nothing
  • Example: KogiBBQ
    • http://twitter.com/kogibbq
    • 24,000 followers
  • Example: Seattle 2.0
    • http://www.seattle20.com
    • >25K Web site visitors/month
    • PR, word-of-mouth, and social media
      • Facebook group
      • Seattle Startup Index, top blogger index, etc.
      • Blog posts, twitter posts, etc.
    • First event drew over 300 people @ $50/ticket
  • Example: Monk-e-mail
  • The Monk-e-mail Pitch
    • 2 spots on the Superbowl
      • $5MM cost
      • 10M people exposed for 30-60 seconds (but not engaged)
    • One viral campaign
      • $250K cost
      • 30M people interacting for 8 minutes
  • Earned Media Advice
    • Contribute
      • Write interesting content frequently
      • Comment on other blogs
      • Be generous with links
      • Be authentic!
    • Build your audience
    • Linkbait
      • Content that people just naturally link to and share
      • Funny, useful or controversial
    • Spend time on it. Put value into it.
  • New Forms of Measurement
  • “Buzz” and Sentiment Measurement
    • Monitor chatter about your product/brand
      • What people are saying
      • Where people are talking about you
      • Overall sentiment trends
  • Friends, Followers, Votes, Retweets
  • The Power of Passed Links
    • 20% of site visits from links shared (earned)
    • 14-24 year old demo
      • 88% of links followed were sent to them by friends
    • 2-4x increase in conversion rates
    http://meteorsolutions.com/?fbid=TY2Xsky3p5I
  • Conclusion
    • Use search engine marketing to:
      • Test your messaging
      • Optimize your creative, landing page conversion, funnel, etc.
    • Use social media to reinforce your messaging
      • SEO “link juice”
      • Just be authentic and contribute value
      • Develop a following and keep at it
    • Continue with other forms of paid online marketing, optimizing for ROI
  • Jordan Mitchell
    • Email: [email_address]
    • Blog: http://kickstand.typepad.com