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H T I T M E O O A C T Y W etc Chorlton 5 th  February 2009
What you can ask me <ul><li>Marketing </li></ul><ul><li>Web design </li></ul><ul><li>Search Engine Optimisation </li></ul>...
Objectives <ul><li>Understand marketing principles </li></ul><ul><li>Understanding SEO </li></ul><ul><li>Understanding PPC...
What is Marketing? <ul><li>Identifying (researching) needs </li></ul><ul><li>Product concept </li></ul><ul><li>The whole p...
Marketing Basics <ul><li>Market Research </li></ul><ul><li>Marketing Plan </li></ul><ul><li>Market Segmentation </li></ul>...
Marketing Plan <ul><li>Where are you now? </li></ul><ul><li>Where do you want to be? </li></ul><ul><li>How are you going t...
Traditional Marketing <ul><li>Telesales </li></ul><ul><li>Direct Mail </li></ul><ul><li>Press Ads </li></ul><ul><li>PR </l...
E-Marketing <ul><li>The use of digital technologies to help sell your goods or services. </li></ul>
Benefits of E-Marketing <ul><li>Reach (as usual) </li></ul><ul><li>Potentially lower cost (really?) </li></ul><ul><li>Easi...
What is your marketing mix? <ul><li>Who is your target market? </li></ul><ul><li>What are your objectives? (SMART) </li></...
E-Marketing Channels <ul><li>Website -  A location on the World Wide Web  </li></ul><ul><li>e-mail – An electronic version...
SEO - Some definitions <ul><li>Directories </li></ul><ul><li>Search Engines </li></ul><ul><li>SERPs </li></ul><ul><li>Keyp...
SEO - Who are the major players? <ul><li>Google </li></ul><ul><li>Overture </li></ul><ul><li>MSN </li></ul><ul><li>Ask </l...
SEO - Why is Google the biggest? <ul><li>Honesty </li></ul><ul><li>(and some other reasons) </li></ul>
SEO - What is search engine optimisation? <ul><li>Strategically  making you website  more likely </li></ul><ul><li>to be r...
SEO - Why optimise your site? <ul><li>183 million searches per day in US </li></ul><ul><li>100 million searches in Google ...
SEO - How to do it <ul><li>Research Keywords </li></ul><ul><li>Strategically alter the code of your site </li></ul><ul><li...
SEO – How to do it <ul><li>Bold, italics, bullet points </li></ul><ul><li>Update content regularly - honestly </li></ul><u...
SEO - Research keywords <ul><li>What keywords do would you search for? </li></ul><ul><li>What keywords would your customer...
SEO - Research keywords <ul><li>inventory.overture.com </li></ul><ul><li>www.wordtracker.com  </li></ul><ul><li>http://too...
SEO - Which keywords <ul><li>Provide a list and ask which ones to pick. </li></ul><ul><li>generic VS niche. </li></ul><ul>...
 
 
SEO - What you shouldn’t do <ul><li>Don’t try and fiddle the system !! </li></ul><ul><li>Hidden text </li></ul><ul><li>Dup...
SEO - Things that are beyond your control <ul><li>Relevant URL </li></ul><ul><li>Age of your domain (Sandbox) </li></ul><u...
SEO - Checking for success <ul><li>Web Position ( www.webposition.com ) Formerly Web Position Gold (WPG), now owned by Web...
Homework <ul><li>View your source code </li></ul><ul><ul><li>is it TABLES </li></ul></ul><ul><li>Research Keywords </li></...
Watch out for Charlatans!! <ul><li>You cant fit 11 into 10 </li></ul><ul><li>Google is the one that counts </li></ul><ul><...
PPC - Local Search Source: Hitwise
PPC - Local Search <ul><li>submit to directories </li></ul><ul><li>careful how much you spend </li></ul><ul><li>Search eng...
Paid Search
Paid Search
Paid Search
PPC -  Who are the major players? <ul><li>Google Adwords  ( http:// adwords.google.com )  </li></ul><ul><li>Yahoo! Search ...
PPC -  Common Mistakes <ul><li>Poor CTR </li></ul><ul><li>Paying too much </li></ul><ul><li>Inability to manage </li></ul>
PPC -  Key factors <ul><li>Keyphrase targetted </li></ul><ul><li>Pay per click, not per impression </li></ul><ul><li>Promi...
PPC -  Strategy <ul><li>Research keyphrases </li></ul><ul><li>Long Tail </li></ul><ul><li>Maximise AND minimise click thro...
PPC -  Keyphrases <ul><li>Adjective </li></ul><ul><li>Comparison </li></ul><ul><li>Application  </li></ul><ul><li>Product ...
PPC -  Keyphrases <ul><li>Broad matching </li></ul><ul><li>Exact matching </li></ul><ul><li>Phrase matching </li></ul><ul>...
PPC - Keyphrases & Longtail
PPC - Keyphrases & Longtail
PPC -  Manage click through rates
PPC -  Time Related Variations <ul><li>Holidays/Seasons </li></ul><ul><li>Accounting year end </li></ul><ul><li>During the...
PPC -  Quality Score <ul><li>clickthrough rate for keyphrase </li></ul><ul><li>Relevance of ad text, keyword and landing p...
PPC -  Content Network <ul><li>“ browse mode” not “search mode” </li></ul><ul><li>Inbound links? </li></ul>
PPC -  Bid Management Tools <ul><li>A whole new topic </li></ul><ul><li>Atlas One Point, Bid Buddy </li></ul><ul><li>Costl...
PPC -  Top Tips <ul><li>Don’t back the wrong keyphrase (spread risk) </li></ul><ul><li>Prioritise budget on lowest CPC key...
PPC -  It’s marketing <ul><li>What is the ad for?  (Attention, Interest, Desire, Action) </li></ul><ul><li>Who is the ad f...
PPC -  Ad copy <ul><li>Relate the copy to the search phrase </li></ul><ul><li>“ Reason to click” </li></ul><ul><li>Credibi...
PPC -  Landing Pages
PPC -  Landing Pages
PPC -  Landing Pages <ul><li>Review bounce rates across campaign </li></ul><ul><li>Quality score / bid price </li></ul><ul...
PPC -  Landing Pages <ul><li>http:// services.google.com/websiteoptimizer /   </li></ul>
PPC -  Landing Pages <ul><li>After all that effort; </li></ul><ul><li>Accessibility </li></ul>
PPC -  Click fraud <ul><li>Competitors </li></ul><ul><li>Affiliates </li></ul><ul><li>Site Owners </li></ul><ul><li>Custom...
Pay per click <ul><li>Try it, measure it, tweak it </li></ul>
Examples <ul><li>Other considerations when choosing e-Marketing; </li></ul><ul><li>Wiggly Wigglers – A gardening company w...
Web 2.0 <ul><li>Interaction/conversation not publishing </li></ul><ul><li>Customer Engagement </li></ul><ul><li>Mostly con...
Social Media Types <ul><li>Social Bookmarks </li></ul><ul><li>Digg  www.digg.com </li></ul><ul><li>Reddit  www.reddit.com ...
Social Media Types <ul><li>Social Networks </li></ul><ul><li>Facebook  www.facebook.com </li></ul><ul><li>Myspace  www.mys...
Social Media Types <ul><li>Facebook </li></ul><ul><li>www.manchesterdigital.com/about.asp Website with News, Events, Digit...
Social Media Types <ul><li>Facebook </li></ul><ul><li>www.facebook.com/networks/networks.php#/pages/Digital-Marketing-Manc...
Social Media Types <ul><li>Blogs </li></ul><ul><li>Blogger  www.blogger.com </li></ul><ul><li>Twitter  www.twitter.com </l...
Social Media Types <ul><li>Media Sharing </li></ul><ul><li>Youtube  www.youtube.com </li></ul><ul><li>Flikr  www.flikr.com...
Social Media Types <ul><li>Flikr </li></ul><ul><li>www.flickr.com/photos/mdda/sets/72157604946062922/ Used to store images...
Social Media Types <ul><li>BlipTV </li></ul><ul><li>www.manchesterdigital.com/page.asp?id=3112 Used to store promotional v...
Other Social Media Sites <ul><li>http://traffikd.com/social-media-websites/ </li></ul>
The Risks <ul><li>Do you have the time? </li></ul><ul><li>Do you have the money? </li></ul><ul><li>Do you have anything in...
Pay per click <ul><li>… .and breath </li></ul>
<ul><li>Thank you </li></ul>
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Transcript of "2. E Marketing Chorlton09"

  1. 1. H T I T M E O O A C T Y W etc Chorlton 5 th February 2009
  2. 2. What you can ask me <ul><li>Marketing </li></ul><ul><li>Web design </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>Pay Per Click </li></ul><ul><li>Usability </li></ul><ul><li>Accessibility </li></ul>
  3. 3. Objectives <ul><li>Understand marketing principles </li></ul><ul><li>Understanding SEO </li></ul><ul><li>Understanding PPC </li></ul><ul><li>Understand social media basics </li></ul><ul><li>Decide which are appropriate for you </li></ul>
  4. 4. What is Marketing? <ul><li>Identifying (researching) needs </li></ul><ul><li>Product concept </li></ul><ul><li>The whole product </li></ul><ul><li>The price </li></ul><ul><li>Advertising </li></ul><ul><li>Sales support </li></ul><ul><li>etc </li></ul>
  5. 5. Marketing Basics <ul><li>Market Research </li></ul><ul><li>Marketing Plan </li></ul><ul><li>Market Segmentation </li></ul><ul><li>Competition </li></ul><ul><li>Product/Price/Place/Promotion </li></ul><ul><li>Unique Sales Proposition </li></ul><ul><li>Feature/Advantage/Benefit </li></ul><ul><li>Objectives </li></ul><ul><li>Strategy </li></ul>
  6. 6. Marketing Plan <ul><li>Where are you now? </li></ul><ul><li>Where do you want to be? </li></ul><ul><li>How are you going to get there? </li></ul>
  7. 7. Traditional Marketing <ul><li>Telesales </li></ul><ul><li>Direct Mail </li></ul><ul><li>Press Ads </li></ul><ul><li>PR </li></ul><ul><li>Exhibitions </li></ul><ul><li>Radio </li></ul><ul><li>Cost, reach focus. </li></ul><ul><li>oil rig components, cheaper phone calls, double glazing, clothes </li></ul>
  8. 8. E-Marketing <ul><li>The use of digital technologies to help sell your goods or services. </li></ul>
  9. 9. Benefits of E-Marketing <ul><li>Reach (as usual) </li></ul><ul><li>Potentially lower cost (really?) </li></ul><ul><li>Easier to measure/evaluate the results effectively (definitely) </li></ul><ul><li>Flexibility (definitely) </li></ul><ul><li>Your marketing message is always available (definitely) </li></ul><ul><li>e-Marketing campaigns can be more engaging (definitely) </li></ul><ul><li>Personalisation (definitely) </li></ul>
  10. 10. What is your marketing mix? <ul><li>Who is your target market? </li></ul><ul><li>What are your objectives? (SMART) </li></ul><ul><li>What is your budget? </li></ul>
  11. 11. E-Marketing Channels <ul><li>Website - A location on the World Wide Web </li></ul><ul><li>e-mail – An electronic version of a letter or hand written note. </li></ul><ul><li>Blog’s - A blog is a website where entries are made in journal style and often provide commentary or news on a particular subject, such as food, politics, or local news. </li></ul><ul><li>Podcasts - Is a method of publishing files to the Internet e.g. audio or video file. </li></ul><ul><li>RSS ( Really Simple Syndication) – Allows websites that want to allow other sites to publish some of its content. </li></ul><ul><li>SMS Messaging - the transmission of short text messages to and from a mobile phone, fax machine and/or IP address. </li></ul><ul><li>Online PR – Traditional PR extended online. </li></ul><ul><li>Pay for click – Google adwords </li></ul><ul><li>Other sites - ? </li></ul>
  12. 12. SEO - Some definitions <ul><li>Directories </li></ul><ul><li>Search Engines </li></ul><ul><li>SERPs </li></ul><ul><li>Keyphrases </li></ul><ul><li>Google Dance </li></ul>
  13. 13. SEO - Who are the major players? <ul><li>Google </li></ul><ul><li>Overture </li></ul><ul><li>MSN </li></ul><ul><li>Ask </li></ul><ul><li>A Hitwise survey in 2006 showed 94% of UK searches were powered by a version of Google. (Perhaps more like 70%.) </li></ul>
  14. 14. SEO - Why is Google the biggest? <ul><li>Honesty </li></ul><ul><li>(and some other reasons) </li></ul>
  15. 15. SEO - What is search engine optimisation? <ul><li>Strategically making you website more likely </li></ul><ul><li>to be ranked by search engines for keywords of your choice </li></ul><ul><li>- Andy Nicol, 2007 </li></ul><ul><li>Part of Search Engine Marketing </li></ul><ul><li>Not PPC, online advertising (screen shots) </li></ul>
  16. 16. SEO - Why optimise your site? <ul><li>183 million searches per day in US </li></ul><ul><li>100 million searches in Google UK per day </li></ul>
  17. 17. SEO - How to do it <ul><li>Research Keywords </li></ul><ul><li>Strategically alter the code of your site </li></ul><ul><li>Develop with usability in mind </li></ul><ul><li>Build your site in DIVs </li></ul><ul><li>Meta Data - honestly </li></ul><ul><li>Text Density - honestly </li></ul><ul><li>Text Menu - anchor text </li></ul><ul><li>Internal Links - anchor text </li></ul><ul><li>ALT tags - build for DDA - honesty </li></ul><ul><li>Heading tags (CSS) </li></ul>
  18. 18. SEO – How to do it <ul><li>Bold, italics, bullet points </li></ul><ul><li>Update content regularly - honestly </li></ul><ul><li>Google PageRank </li></ul><ul><li>Inbound links - anchor text - proactively and honestly </li></ul><ul><li>(QUANTITY & QUALITY - PR, blogs) </li></ul><ul><li>Google Sitemap </li></ul><ul><li>301 Redirects </li></ul><ul><li>404 Errors </li></ul><ul><li>Friendly URLs </li></ul>
  19. 19. SEO - Research keywords <ul><li>What keywords do would you search for? </li></ul><ul><li>What keywords would your customers search for? </li></ul><ul><li>What does the thesaurus say </li></ul><ul><li>What are your competitors using? * </li></ul><ul><li>* Competitors may be those that are already top of the search engines </li></ul>
  20. 20. SEO - Research keywords <ul><li>inventory.overture.com </li></ul><ul><li>www.wordtracker.com </li></ul><ul><li>http://tools.seobook.com/general/keyword </li></ul><ul><li>https://adwords.google.com/select/keywordtoolexternal </li></ul>
  21. 21. SEO - Which keywords <ul><li>Provide a list and ask which ones to pick. </li></ul><ul><li>generic VS niche. </li></ul><ul><li>&quot;web design manchester&quot; </li></ul><ul><li>the long tail </li></ul>
  22. 24. SEO - What you shouldn’t do <ul><li>Don’t try and fiddle the system !! </li></ul><ul><li>Hidden text </li></ul><ul><li>Duplicate content </li></ul><ul><li>Keyword Stuffing </li></ul><ul><li>Cloaking </li></ul><ul><li>Flash </li></ul><ul><li>Tables </li></ul>
  23. 25. SEO - Things that are beyond your control <ul><li>Relevant URL </li></ul><ul><li>Age of your domain (Sandbox) </li></ul><ul><li>Dynamic content </li></ul><ul><li>Host country </li></ul><ul><li>lots of other factors </li></ul><ul><li>Or are they?????? </li></ul>
  24. 26. SEO - Checking for success <ul><li>Web Position ( www.webposition.com ) Formerly Web Position Gold (WPG), now owned by WebTrends. </li></ul><ul><li>Advanced Web Ranking ( www.advancedwebranking.com ) Supplied by Caphyon. Uses Google API key. </li></ul><ul><li>Agent Web Ranking ( www.agentwebranking.com ) High adoption client and agency side. Uses Google API key. </li></ul><ul><li>Internet Business Promoter ( http://www.axandra-web-site-promotion-software-tool.com ) European tool, useful for international rank checking and includes sponsored listing reporting </li></ul><ul><li>Digital Point keyword tracking ( http:// www.digitalpoint.com /tools ). Unlike the others, this is a free service, but can be used for smaller sites. </li></ul><ul><li>Google Analytics ( http://www.google.com/analytics ) </li></ul><ul><li>Your log files </li></ul>
  25. 27. Homework <ul><li>View your source code </li></ul><ul><ul><li>is it TABLES </li></ul></ul><ul><li>Research Keywords </li></ul><ul><ul><li>web editing and FTP </li></ul></ul><ul><li>Inbound Links etc </li></ul>
  26. 28. Watch out for Charlatans!! <ul><li>You cant fit 11 into 10 </li></ul><ul><li>Google is the one that counts </li></ul><ul><li>£1,000 / month </li></ul>
  27. 29. PPC - Local Search Source: Hitwise
  28. 30. PPC - Local Search <ul><li>submit to directories </li></ul><ul><li>careful how much you spend </li></ul><ul><li>Search engine usage for local search is </li></ul><ul><li>growing, so lets concentrate on them </li></ul>
  29. 31. Paid Search
  30. 32. Paid Search
  31. 33. Paid Search
  32. 34. PPC - Who are the major players? <ul><li>Google Adwords ( http:// adwords.google.com ) </li></ul><ul><li>Yahoo! Search Marketing ( http:// searchmarketing.yahoo.com ) </li></ul><ul><li>Microsoft adCenter ( http://adcenter.microsoft.com ) </li></ul><ul><li>MIVA Pay Per Click, Pay Per Call and Pay Per Text ( www.miva.com ) </li></ul>
  33. 35. PPC - Common Mistakes <ul><li>Poor CTR </li></ul><ul><li>Paying too much </li></ul><ul><li>Inability to manage </li></ul>
  34. 36. PPC - Key factors <ul><li>Keyphrase targetted </li></ul><ul><li>Pay per click, not per impression </li></ul><ul><li>Prominence of ad is based on bidding </li></ul><ul><li>Quicker than organic </li></ul><ul><li>Click costs can be high – conversion is important </li></ul><ul><li>SEO for high volume low intent – PPC for long tail? </li></ul><ul><li>Bid to be near the top? </li></ul><ul><li>Flexibility </li></ul><ul><li>Click fraud </li></ul>
  35. 37. PPC - Strategy <ul><li>Research keyphrases </li></ul><ul><li>Long Tail </li></ul><ul><li>Maximise AND minimise click throughs </li></ul><ul><li>Landing pages </li></ul><ul><li>Time related variations </li></ul><ul><li>Quality Score </li></ul><ul><li>Content Network </li></ul>
  36. 38. PPC - Keyphrases <ul><li>Adjective </li></ul><ul><li>Comparison </li></ul><ul><li>Application </li></ul><ul><li>Product Type </li></ul><ul><li>Product feature </li></ul><ul><li>Brand </li></ul><ul><li>Location </li></ul><ul><li>Action </li></ul><ul><li>Related products or services </li></ul>
  37. 39. PPC - Keyphrases <ul><li>Broad matching </li></ul><ul><li>Exact matching </li></ul><ul><li>Phrase matching </li></ul><ul><li>Negative Matching </li></ul>
  38. 40. PPC - Keyphrases & Longtail
  39. 41. PPC - Keyphrases & Longtail
  40. 42. PPC - Manage click through rates
  41. 43. PPC - Time Related Variations <ul><li>Holidays/Seasons </li></ul><ul><li>Accounting year end </li></ul><ul><li>During the day </li></ul><ul><li>During the week </li></ul>
  42. 44. PPC - Quality Score <ul><li>clickthrough rate for keyphrase </li></ul><ul><li>Relevance of ad text, keyword and landing page </li></ul><ul><li>Bid level </li></ul><ul><li>Ad rank </li></ul><ul><li>Manual reviews of sites </li></ul><ul><li>Google’s success is based on giving the USER what they want. </li></ul>
  43. 45. PPC - Content Network <ul><li>“ browse mode” not “search mode” </li></ul><ul><li>Inbound links? </li></ul>
  44. 46. PPC - Bid Management Tools <ul><li>A whole new topic </li></ul><ul><li>Atlas One Point, Bid Buddy </li></ul><ul><li>Costly (15%) </li></ul><ul><li>New skills </li></ul>
  45. 47. PPC - Top Tips <ul><li>Don’t back the wrong keyphrase (spread risk) </li></ul><ul><li>Prioritise budget on lowest CPC keyphrases </li></ul><ul><li>Prioritise budget on highest converting keyphrases </li></ul><ul><li>Prioritise budget on time of day for best ROI </li></ul><ul><li>Don’t set a blanket CPC across all keywords </li></ul><ul><li>Learn from previous campaigns </li></ul>
  46. 48. PPC - It’s marketing <ul><li>What is the ad for? (Attention, Interest, Desire, Action) </li></ul><ul><li>Who is the ad for? (speak their language) </li></ul><ul><li>Who are you competing with? (standing out) </li></ul><ul><li>What is your proposition and point of difference? (4 Ps) </li></ul><ul><li>Where will the ads be displayed? (countries, content network) </li></ul><ul><li>What the constraints of editorial guidelines and process? (repetition, superlatives, capitalisation) </li></ul><ul><li>How do I achieve standout? (intentional space, punctuation) </li></ul><ul><li>Warning – What is the impact of changing ad creative? </li></ul><ul><li>Buy, Get, See, Free, Save, Win, </li></ul>
  47. 49. PPC - Ad copy <ul><li>Relate the copy to the search phrase </li></ul><ul><li>“ Reason to click” </li></ul><ul><li>Credibility </li></ul><ul><li>Title Case and Ampersands </li></ul><ul><li>Price qualifier (price range, starting from) </li></ul><ul><li>Don’t set a blanket CPC across all keywords </li></ul><ul><li>Learn from previous campaigns </li></ul><ul><li>Position is based on Quality Score as well as bid </li></ul>
  48. 50. PPC - Landing Pages
  49. 51. PPC - Landing Pages
  50. 52. PPC - Landing Pages <ul><li>Review bounce rates across campaign </li></ul><ul><li>Quality score / bid price </li></ul><ul><li>Not just instant conversion </li></ul><ul><li>SEO conflicts </li></ul><ul><li>Integrated within site / standalone </li></ul><ul><li>Above the fold </li></ul><ul><li>Remove menu options </li></ul><ul><li>Phone numbers </li></ul>
  51. 53. PPC - Landing Pages <ul><li>http:// services.google.com/websiteoptimizer / </li></ul>
  52. 54. PPC - Landing Pages <ul><li>After all that effort; </li></ul><ul><li>Accessibility </li></ul>
  53. 55. PPC - Click fraud <ul><li>Competitors </li></ul><ul><li>Affiliates </li></ul><ul><li>Site Owners </li></ul><ul><li>Customers </li></ul><ul><li>Search Engines have their own systems </li></ul><ul><li>Monitor Google’s Invalid Clicks Report </li></ul><ul><li>Switch off PPC during high fraud hours </li></ul>
  54. 56. Pay per click <ul><li>Try it, measure it, tweak it </li></ul>
  55. 57. Examples <ul><li>Other considerations when choosing e-Marketing; </li></ul><ul><li>Wiggly Wigglers – A gardening company which releases regular podcasts on various gardening topics. </li></ul><ul><li>Here it goes again - The music video was filmed in one continuous shot and was uploaded to YouTube , where it has been viewed over fifteen million times. The video was popular enough to earn a Grammy award for &quot;Best Short-Form Music Video&quot; in 2007 and the YouTube 2006 Video Award for &quot;Most Creative Video&quot; . </li></ul><ul><li>Will it blend – A series of videos made for around £5-600 each by a US blender manufacturer, which were placed on the internet last year. Within just a few days, the first videos had millions of views. This had a significant impact on sales. The campaign aim was to help build brand awareness and establish Blendtec as the premier blender manufacturer.” </li></ul>
  56. 58. Web 2.0 <ul><li>Interaction/conversation not publishing </li></ul><ul><li>Customer Engagement </li></ul><ul><li>Mostly consumers, often segmented </li></ul><ul><li>Appealing to marketers </li></ul><ul><li>Effective? </li></ul>
  57. 59. Social Media Types <ul><li>Social Bookmarks </li></ul><ul><li>Digg www.digg.com </li></ul><ul><li>Reddit www.reddit.com </li></ul><ul><li>Delicious del.icio.us </li></ul><ul><li>What do they do? </li></ul><ul><li>How can you use them? </li></ul>
  58. 60. Social Media Types <ul><li>Social Networks </li></ul><ul><li>Facebook www.facebook.com </li></ul><ul><li>Myspace www.myspace.com </li></ul><ul><li>Linkedin www.linkedin.com </li></ul><ul><li>What do they do? (online gossiping and networking) </li></ul><ul><li>How can you use them? (advertising, engaging, networking) </li></ul>
  59. 61. Social Media Types <ul><li>Facebook </li></ul><ul><li>www.manchesterdigital.com/about.asp Website with News, Events, Digital Jobs, Tenders. It is more formal and its members tend to be the owners of digital businesses. Averages around 800 visitors a day. </li></ul><ul><li>www.facebook.com/s.php?ref=search&init=q&q=manchester%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?gid=6127014011 MD Facebook group has 259 &quot;friends&quot;, is less formal than the website and is used to promote MD its events etc. to a wider audiance and help people from the digital sector communicate/connect/network. </li></ul>
  60. 62. Social Media Types <ul><li>Facebook </li></ul><ul><li>www.facebook.com/networks/networks.php#/pages/Digital-Marketing-Manchester/19610314120?ref=s Facebook group set up by MD members to promote a regular meet up of digital marketing people. </li></ul><ul><li>www.facebook.com/s.php?ref=search&init=q&q=manchester%20digital&sid=d7936699c741d97b59754c4a7e04cef2#/group.php?gid=27557553742 Manchester Digital/MMU Business School ProDev Day event. Facebook was used as a way of recruiting digital companies and students to the day. Although not the only marketing channel used the day was a success with 600 students and around 40 businesses attending.  </li></ul>
  61. 63. Social Media Types <ul><li>Blogs </li></ul><ul><li>Blogger www.blogger.com </li></ul><ul><li>Twitter www.twitter.com </li></ul><ul><li>Gizmodo www.gizmodo.com </li></ul><ul><li>Technorati www.technorati.com </li></ul><ul><li>What do they do? (updateable news, syndication) </li></ul><ul><li>How can you use them? (SEO, industry monitoring, buzz creation) </li></ul>
  62. 64. Social Media Types <ul><li>Media Sharing </li></ul><ul><li>Youtube www.youtube.com </li></ul><ul><li>Flikr www.flikr.com </li></ul><ul><li>What do they do? (upload and share media) </li></ul><ul><li>How can you use them? (virals, media distribution, media hosting, </li></ul><ul><li>SEO) </li></ul>
  63. 65. Social Media Types <ul><li>Flikr </li></ul><ul><li>www.flickr.com/photos/mdda/sets/72157604946062922/ Used to store images of an event. </li></ul>
  64. 66. Social Media Types <ul><li>BlipTV </li></ul><ul><li>www.manchesterdigital.com/page.asp?id=3112 Used to store promotional video material. </li></ul>
  65. 67. Other Social Media Sites <ul><li>http://traffikd.com/social-media-websites/ </li></ul>
  66. 68. The Risks <ul><li>Do you have the time? </li></ul><ul><li>Do you have the money? </li></ul><ul><li>Do you have anything interesting to say? </li></ul><ul><li>Who is listening? </li></ul><ul><li>You’re the boss! </li></ul>
  67. 69. Pay per click <ul><li>… .and breath </li></ul>
  68. 70. <ul><li>Thank you </li></ul>
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