So how can we connect with our audience?

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Prepared for a lunchtime business workshop held at CIDO Innovation Centre at Craigavon on 1 April 2010, this presentation provides guidelines to help businesses consider their audiences when developing their web site, become more aware what audiences need (and search engines) and use social media tools to enhance their own web site and online reputation.

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  • Jo-Anne Dobson, http://www. facebook .com/note. php ?note_id=228653287897 Slideshare -- in papers and deliver at conferences and
  • So how can we connect with our audience?

    1. 1. So how can we connect with our audience? ? Web site
    2. 2. <ul><li>Platypus </li></ul>Working in computing over 30 years in academia and business Set up first web servers in QUB, co-ordinated webmasters and department representatives to build Queen’s first web site Started Ireland’s first Internet Service Provider in 1994, providing connections and developing content management for web sites, first clients Belfast Telegraph… Now specialise in software development that takes full advantage of the web, easy owner operation, optimised for search engines Run workshops on web related topics, such as, How to maximise your online presence, Creating a more powerful web using RDFa…
    3. 3. <ul><li>The first decade of the 21st century… </li></ul>http://www.cinema-and-movies.com/
    4. 4. <ul><li>The first decade of the 21st century… </li></ul>http://www.cinema-and-movies.com/
    5. 5. <ul><li>The first decade of the 21st century… </li></ul>http://www.cinema-and-movies.com/
    6. 6. <ul><li>The SEO challenge </li></ul>http://www.youtube.com/watch?v=6ILQrUrEWe8
    7. 7. So how can we connect with our audience? ? Web site Search engines
    8. 8. <ul><li>Back to basics </li></ul>How search engines work Search engine “spider” software crawls through text on a web site As it goes, it builds a word index for that web site in the search engine Once indexed, it assumes a default re-indexing frequency When due, the spider returns to site and re-indexes the words If lots of changes, it increases re-indexing frequency The more quickly a site changes, the more frequent spider returns
    9. 9. <ul><li>Back to basics </li></ul>What search engine? http:// marketshare . hitslink .com/search-engine-market-share. aspx ? qprid =4
    10. 10. <ul><li>Back to basics </li></ul>How do we use a search engine This index of words is then queried when we do a ‘search’ Search results are displayed depending on the search keywords we use 100s of different factors are considered in determining results rankings Our behaviour… we rarely go beyond three pages of search results We’d rather change the keywords we’ve used and try again
    11. 11. <ul><li>Back to basics </li></ul>
    12. 12. <ul><li>Back to basics </li></ul>
    13. 13. <ul><li>Search engines—signposts or advertising billboards? </li></ul>
    14. 14. <ul><li>Google seems to encourage the signpost approach… </li></ul>Submit it to Google at http://www. google .com/ addurl .html Submit a sitemap using Google Webmaster Tools—uses sitemap to learn about your site structure and to increase coverage of your web pages 1 http://www.google.com/support/webmasters/bin/answer. py ?&answer=35769
    15. 15. <ul><li>Design and content guidelines </li></ul>Titles—what you do, first word important, short, 65 characters Make sure that <title> elements and ALT attributes are descriptive Pages—each page must have a different title Make sure your meta description ‘sells’ the page to the searcher Think about keywords and make sure that your site includes them Don't load pages with irrelevant keywords 2 http://www.google.com/support/webmasters/bin/answer. py ?&answer=35769
    16. 16. <ul><li>Design and content guidelines </li></ul>http://www.i2-biz.net
    17. 17. Make pages primarily for users, not for search engines . Don't deceive your users or present different content to search engines than you display to users Make a site with a clear hierarchy and text links Offer a sitemap to your users Create a useful, information-rich site, with accurate pages Add content regularly Use text instead of images to display important names, content, or links Check for broken links and correct HTML Keep the links on a given page to a reasonable number (fewer than 100) <ul><li>Design and content guidelines </li></ul>http://www.google.com/support/webmasters/bin/answer. py ?&answer=35769 3
    18. 18. Make sure your web server supports the If-Modified-Since HTTP header. This feature allows your web server to tell Google when content last changed Don't create multiple pages, subdomains, or domains with substantially duplicate content Make use of the robots.txt file on your web server If your company buys a content management system, make sure that the system creates pages and links that search engines can crawl Use robots.txt to prevent crawling of pages that don't add much value Test your site to make sure that it appears correctly in different browsers <ul><li>Technical guidelines </li></ul>http://www.google.com/support/webmasters/bin/answer. py ?&answer=35769 4
    19. 19. So how can we connect with our audience? Web site ? Know who they are
    20. 20. Establishing desirable target audience Determine your audience profile Demographics—age, gender, location, income What particular interests, influences, beliefs What media will they be using (desktop, mobile, home, work) How many are there Any relevant behavioral trends Clarify how to deliver value to your audience What do you want to achieve when users visit What is your goal or &quot;conversion&quot; metric How will you measure this <ul><li>Knowing your audience </li></ul>
    21. 21. Compare keyword phrases and see trends over time and per country http://www. google .com/trends Make sure all links are working http://validator.w3.org/checklink Introduction to Google's web site optimiser http://www.google.com/websiteoptimizer/tour.html Identify suitable keywords and see popularity https:// adwords . google .com/select/ KeywordToolExternal Find what pages have been indexed by Google—site:<domain name> Find how many sites link to you—link:<web site> <ul><li>Useful &quot;tools&quot; of the trade </li></ul>
    22. 22. Getting started with Google Analytics Create a Google account Identify your unique web ID Insert unique ID into Javascript tracking code and add this code to all pages (which links to JavaScript library on the Google servers) After logging in to your account you may select reports of interest from your Google Analytics dashboard <ul><li>Google analytics </li></ul>http://services.google.com/analytics/tour/index_en-GB.html
    23. 23. Getting started with Google Analytics Create a Google account Identify your unique web ID Insert unique ID into Javascript tracking code and add this code to all pages (which links to JavaScript library on the Google servers) After logging in to your account you may select reports of interest from your Google Analytics dashboard <ul><li>Google analytics </li></ul>http://services.google.com/analytics/tour/index_en-GB.html
    24. 24. http://www. youtube .com/watch?v=_qfG2d9etvk World map overlay—zoom in shows cities site accessed
    25. 25. Measuring and analysing access with Google Analytics Track and analyse user behaviour Show how users find your site Show where users go on your site Compare metrics for one page against all others View how metrics are changing over time Visuals of geographic spread of visitors Aggregate several web sites or split parts of one site Show ‘bounce rate’ http://www. google .com/analytics/support.html http://www. google .com/support/ conversionuniversity
    26. 26. So how can we connect with our audience? Web site ? Social web tools
    27. 27. Opportunities & Challenges!
    28. 28. <ul><li>What is mentioned most in social media sites? </li></ul>Top 50 social brands of 2009 Adam Coomes January 04, 2010 The Social Radar top 50 measures the brands with the most active web presence based on overall online conversation volume. To create the top 50 list, we used Social Radar to analyze millions of blog posts, news feeds, forums, social networks and twitter posts to aggregate a list of the words and brands mentioned most frequently on the web during all of 2008 and 2009. The list measures the number of unique individuals or sources that posted content about each brand during 2009 rather than the overall number of mentions. http:// infegy .com/ buzzstudy /social-radar-top-50-social-brands-of-2009/
    29. 29. <ul><li>What is mentioned most in social media sites? </li></ul>Top 50 social brands of 2009 http:// infegy .com/ buzzstudy /social-radar-top-50-social-brands-of-2009/ 1 Twitter 2 Google 3 Facebook 4 iPhone 5 YouTube 6 Obama 7 Mac 8 Apple 9 iPod 10 Microsoft
    30. 30. <ul><li>What is mentioned most in social media sites? </li></ul>Top 50 social brands of 2009 http:// infegy .com/ buzzstudy /social-radar-top-50-social-brands-of-2009/ 11 Windows 12 MySpace 13 Yahoo 14 Amazon 15 Fox 16 Disney 17 BlackBerry 18 Firefox 19 BBC 20 Wii
    31. 31. <ul><li>What is mentioned most in social media sites? </li></ul>Top 50 social brands of 2009 http:// infegy .com/ buzzstudy /social-radar-top-50-social-brands-of-2009/ 21 Sony 22 XBox 23 Playstation 24 Linux 25 CNN 26 MTV 27 AT&T 28 eBay 29 Starbucks 30 NFL
    32. 32. <ul><li>What is mentioned most in social media sites? </li></ul>Top 50 social brands of 2009 http:// infegy .com/ buzzstudy /social-radar-top-50-social-brands-of-2009/ 31 Android 32 Nokia 33 Ford 34 ABC 35 Skype 36 Dell 37 UPS 38 Wikipedia 39 NBA 40 LG
    33. 33. <ul><li>What is mentioned most in social media sites? </li></ul>Top 50 social brands of 2009 http:// infegy .com/ buzzstudy /social-radar-top-50-social-brands-of-2009/ 41 ESPN 42 Oprah 43 Samsung 44 NASA 45 Nintendo 46 Canon 47 Nike 48 Gap 49 Kindle 50 Intel
    34. 34. Business purposes of social networking sites Establish pointers to web site by attracting initial audience attention and developing a relationship. Create brand. Very important—web site visitors often only seeking confirmation after having made an initial decision to use a product or service following research on social networking sites. Peer reviews—very influential. Marketing! <ul><li>Use of social networking sites </li></ul>
    35. 35. Is online reputation management the new Search Engine Optimisation? Niall McKeown Niall's Online Marketing Blog, 9 December 2009 There is a strong argument that being #1 in the natural search engine results in Google for some industries is no longer what it used to be. I'm not arguing that search is irrelevant or that a site should not be built optimised for search engines, my argument is that the customer and how they purchase has little to do with being top of Google. Rather, it is how you are represented in terms of your online reputation. My argument is that online reputation management is fast becoming more important than search engine optimisation in service based industries. Better still, get your ORM right and the SEO takes care of itself. <ul><li>Search Engine Optimisation effectiveness </li></ul>http://blog. ionom .com/2009/12/is-online-reputation-management-the-new-search-engine-optimisation/
    36. 36. How twitter is changing our lives Mary Gazze, CTV.ca News Staff January 1, 2010 If you weren't one of the hundreds of thousands of people who jumped on the twitter bandwagon this year, you might be missing out. Even if you don't want to know what your friends had for breakfast, users and experts say twitter has changed our lives this year. And if making new friends isn't for you and if you don't care about getting messages directly from celebs, politicians or companies, tech experts say you are robbing yourself by not taking part in a medium that keeps people informed about world events and even giving us a peek inside countries that are closed to the Western world. <ul><li>Other reasons for using social networking sites </li></ul>http://www. ctv .ca/ servlet / ArticleNews /story/ CTVNews /20091218/holiday_twitter_100101/20100101
    37. 37. Evaluate what’s right for your company Twitter—140 characters on ‘what you are doing’, observations The Value Of Twitter Is In &quot;The Power Of Passed Links”. It is predicted at current growth rates, Twitter &quot;will surpass Google for many websites in the next year.&quot; And that just as nearly every site on the Web has become addicted to Google juice, they will increasingly try to find ways to get more links from Twitter. Because Twitter equals traffic... Moreover, he asserts that these Twitter links “convert better” than search links because they are often pre-filtered and come in the form of a recommendation from someone you are following. TechCrunch, June 2009 Twitter FAQs , http://bit. ly /4CB5l <ul><li>Other reasons for using social networking sites </li></ul>
    38. 38. http://www.youtube.com/watch?v=6ILQrUrEWe8
    39. 39. <ul><li>Seeking investment </li></ul>Software company completes fundraising using only LinkedIn, Gordon Smith The Irish Times, Friday, January 22, 2010 GOSHIDO, A Limerick company which has developed software for managing projects, has completed a private fundraising round using only the social networking website LinkedIn. According to executive chairman Frank Hannigan, the company is selling off 10 slots to investors at €25,000 each equivalent to a 2 per cent stake in the company. Seven hundred e-mails were sent to potential investors through LinkedIn earlier this month, generating 200 replies by phone, e-mail and Twitter. The company raised €162,500 in just eight days. http://www.irishtimes.com/newspaper/finance/2010/0122/1224262838183.html
    40. 40. LinkedIn As an individual, build up network of common-minded people Your relationships matter—http://www. linkedin .com/ Slideshare—presentations online Maximise awareness of ideas and link from blogs Present yourself—http://www. slideshare .net/ Blog Sharing knowledge in area of expertise, gain credibility, http:// wordpress .com Facebook Build community, http://www.facebook.com/ YouTube Add video of your product and service http://www.youtube.com Google Maps for office location— http://maps. google .co. uk / Google’s local business centre— http://www. google .co. uk / lbc / <ul><li>Social networking sites </li></ul>
    41. 41. Real time search Google announcements December 2009 Google's real-time search features are integrated into the Google search experience and surface highly relevant, fresh content from across the entire web including public content from social networks, news and micro-blogs The new features are based on more than a dozen new search technologies that enable Google to monitor more than a billion documents a day for fresh updates and process hundreds of millions of daily changes. <ul><li>Google's latest improvements </li></ul>http://www.youtube.com/watch?v= oXHHkROejik &feature=player_embedded#
    42. 42. Twitter Less frequent but more in depth blogs Commenting on public blogs Facebook Linkedin Wikipedia YouTube Slideshare <ul><li>Most effective approach with social networking sites? </li></ul>?

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