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Digital Download

Digital Download


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  • How this evolution has changed consumer behaviorControl of the message and how and when it is received has passed from media to the consumerConsumers determine their exposure and are not held captive to unwanted advertising (growth of DVR)Bottom line: Consumers are in controlHow can you as an Advertiser benefit from this change?Seek media vehicles that consumers actively choosei.e. reading a newspaper, visiting a websiteThese are activities consumers “must” choose to participate in, unlike other media such as tv, radio, billboard – that are background.
  • Talking points – Conduct searches on Google, Yahoo!, MSN and AskSearch engines are websites that:Gather information using spiders or web crawlersCompile and organize that informationProvide access through keyword queriesDefine for the audience:Paid listingsOrganic/Free listingsThat some engines also provide yellow page listings (INCOMPLETE)There are two main ways to reach customers who are searching for you on search engines: Search Engine Optimization (SEO) Search Engine Marketing (SEM)
  • Transcript

    • 1. Presented by:
      Raul Vielma
      Director of Digital Solutions
      561-820-4722
      rvielma@pbpost.com
      Strategies for an on-demand world
    • 2. 2
      Evolution of media consumption
      Adoption of technology in the U.S.
      Demographic profile of online users
      5 ways to leverage digital right now
    • 3. Increase in media choices continues to evolve
      In the beginning there were only a few vehicles to reach consumers
      Now there are almost too many to count
      3
    • 4. 2011 not stopping media expansion…
      Augmented Reality
      2011+
      Advertising
      Social Coupons
      Mass adoption of QR codes
      4
      Source: 1Nielsen State of Media 2010; 2The State Of Consumers and Technology: Benchmark 2010, US; 3ComScore, Dec. 2010
    • 5. U.S. household technology adoption
      During 2010
      85.9 million (73%) of U.S. households have broadband.
      Nearly 1/3 of U.S. households had DVRs – a 12.5% increase from 2009.
      8.3 million Netbooks and mini-PCs were purchased.
      5
      5
      Source: The State Of Consumers and Technology: Benchmark 2010, US
    • 6. Its not about going online, its about being online!
      • Nearly 3 out of 4 market adults access the Internet monthly.
      • 7. Market adults spent on average 10 hours per week online.
      • 8. 70% have broadband connections (DSL or Cable).
      Do not access
      Access the Internet Monthly 74%
      6
      6
      * DMA (Designated Market Area) is comprised of Palm Beach, Martin, St. Lucie, Okeechobee and Indian River Counties
      ** Index is a percentage showing the relationship of a set of numbers to a standard base with a number greater than 100 being above average.
      Total Adults in the West Palm Beach-Ft. Pierce DMA : 1,500,000
      Source: 2010 Scarborough Multi-Market Report, Release 2, 2010 Scarborough, Release 2
    • 9. Who’s online?
      47% of online adults are between 18 and 44
      Nearly 2 out of 3 are college educated
      Nearly half (49%) have household incomes of $75,000 or more
      62% are employed
      7
      7
      Total Adults in the West Palm Beach-Ft. Pierce, FL DMA: 1,500,000
      Source: 2010 Scarborough Report, Release 2
    • 10. Evolution of media consumption – the new “primetime”
      PalmBeachPost.com Average Weekday Hourly Unique Visitor
      • Traffic on the Internet is the heaviest Monday through Friday between the hours of 8 AM to 4 PM.
      • 11. This has created the new “primetime” for reaching consumers when exposure to other types of media is at its lowest.
      8
      8
      Source: Omniture SiteCatalyst Average Weekday Hourly Unique Visitors, January – March 2011
    • 12. Online Spending Forecast for West Palm Beach-Ft. Pierce, FL DMA
      In 2011, $103.87 millionprojected to be spent on online advertising in our market.
      9
      All projections in $ Millions, Full-year estimates as of Q2 2011
      Source: 2011 BORRELL ASSOCIATES INC.
    • 13. 5ways to leverage digital
      1. Monitor your site traffic
      2. Maximize the Googles of the world
      3. View your website as a business partner
      4. Use free tools
      5. Learn about Mobile & Social media
      10
    • 14. Monitor your site traffic
      Understand how you measure up, monitor the traffic your site is generating
      Page Views: The number of times a web page is requested from a server.
      Unique Visitors: The number of users who have accessed a website with a given period of time.
      Using sites like compete.com, you can see how your site is doing compared to your competition.
      Google Analytics features:
      • Advertising ROI
      • 15. Visualize Data
      • 16. Customize reporting
      • 17. Multimedia Tracking
      11
    • 18. Search Engine Marketing (SEM)
      The most-used search engine sites give you access to 93%of the West Palm Beach DMA adults online every month.
      12
      Source: 2010 Scarborough Report, Release 2
    • 19. The Anatomy of a SERP (Search Engine Results Page)
      Paid
      Organic
      (free)
      Organic
      (free)
      Paid
      13
    • 20. Search Engine Optimization Tips
      Keep URLs short: No more than 255 characters
      Make navigation easy: Along the top or top & left
      Avoid too many clicks: No more than 4 clicks away from homepage
      Flash: use sparingly (doesn’t show up on mobile device)
      More info the better: at least 200-250 words of content
      14
    • 21. SEO Audit Tools
      Xinu Returns – a free web based SEO audit tool
      Dataopedia – a free web based SEO audit tool – with some competitive data
      Yellowpipe Viewer – view your site through the eyes of a spider
      Link Examiner – an application that will crawl your site and find broken links, redirects and more
      Google Webmaster Tools – provides detailed reports about your pages’ visibility on Google
      SEObook – a firefox plug-in tool provides a holistic view of your competitive landscape of search results
      15
    • 22. Ten places to claim your business
      Google places: http://places.google.com/business
      Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx
      Yahoo! Local: http://Listings.local.yahoo.com/basic.php
      Yelp!: https://biz.yelp.com/claiming
      FourSquare: http://foursquare.com/business/
      Ask: http://www.ask.com/local
      CitySearch: http://national.citysearch.com/profile/add_business.
      YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback
      Localeze: http://webapp.localeze.com/extranet/sign-up.aspx
      Kudzu: https://register.kudzu.com/packageSelect.do
      16
    • 23. website
      Your business partner
      17
    • 24. A great user experience pays off
      Visitors who report great user experience are:
      It has been said that…“Bad home pages (or landing pages) are where
      good leads go to die”
      18
      2x
      4x
      as likely to return to your site
      as likely to report enhanced brand opinion
      4x
      as likely to report higher future likelihood to purchase
      A great user experience builds trust and rapport even before you ever do business
      18
      Source: compete.com
    • 25. Have you met your business partner?
      Your website is working 24/7 to:
      Facilitate business transactions
      Generate leads
      Encourage prospects
      Build your brand
      Losing market share in the digital world quickly translate into “real” market share loss.
      19
      19
    • 26. Maximize free tools
      Free blogs
      See how you compare
      Free web analytics
      Free websites/blogs
      20
      20
    • 27. mobile
      Adoption of mobile devices
      Who and what of mobile usage
      21
    • 28. “Why should I care?”
      • 93% of all Americans owned a cell phone as of June 2010
      • 29. More people will use their phones to browse the Web than their computers by 2013 (prediction)
      • 30. Global smart phone shipments surpassed PCs in Q4 2010
      • 31. U.S. mobile ad spending to reach $1.2B this year (prediction)
      • 32. One-third of all American online consumers (82M people) will own tablets by 2015 (prediction)
      22
      Sources: CTIA, IDC (International Data Corp), Gartner, Forrester, BIA/Kelsey
    • 33. More than 1,271,100 mobile phone users in our market.
      Some of the demographic characteristics of mobile phone users are:
      • Adults 18 to 44 (41%)
      • 34. College educated (57%)
      • 35. Have children (32%)
      • 36. Employed (54%)
      • 37. Household income of $75,000 or more (41%)
      Top 5 ways mobile phone users use their phone:
      Make local and long distance calls (75%)
      Text (49%)
      E-mail (19%)
      News/Traffic (15%)
      Search (14%)
      23
      Currently own a mobile phone: 1,271,100
      Source: 2010 Scarborough Report, Release 2
    • 38. social
      What is community?
      What gets measured gets done
      24
    • 39. What is Social Media?
      Social media is a communication tool and form of word of mouth you manage to drive brand awareness, the most critical basic form of advertising.
      It’s a community or group of people (large or small, local or global, public or membership based) who have common interests and connect with one another to learn, play, work, organize and socialize.
      25
    • 40. Why does social matter?
      Social is everywhere, everyone is doing it and there is an evolution which is causing a revolution
      Nearly half of small businesses report having a Facebook page.
      26
    • 41. Key steps for creating a community
      Chose the platform (Facebook, Twitter, etc.)
      Define your measurement of success
      Determine your communication method, video, audio, text…
      Who is your internal champion? Or are you going to outsource it?
      Who is going to deal with:
      Moderating
      Tone
      Content
      Collaboration
      Cultivation
      Growth
      27
    • 42. 28
      Digital Media Services provided by The Palm Beach Post
      • Social Media Strategy & Management– Engage your audience on Facebook, Twitter and more, with a customized strategy for your business.
       
      • SEM– Maximize your reach! Target local customers on top search engines: Google, Yahoo!, AOL, MSN, and more.
       
      • SEO – Increase the visibility of your website with the right keywords for your industry, site structure and meta tags that help your site rank higher on search engines.
      • 43. Web Design & Development – Reach your customers and compete in today’s market with a website that meets your  business needs.
      • 44. Email Marketing – Keep customers coming back with offers, deals and discounts.
      • 45. Digital Download – Get the latest marketing trends in mobile and digital advertising with this seminar series.
    • Digital Assessment – the first step to leveraging digital
      PalmBeachPost.com’s online consultants will analyze your website and offer recommendations to best serve your customer based on the goals and challenges you identify. It all starts with a Digital Assessment:
      The Digital Assessment will identify ways to:
      1. Improve current navigation, information, tools, etc.
      2. Optimize SEO/SEM campaigns
      3. Enhance lead generation/e-commerce
      4. Use analytics and tracking sources to improve ROI of marketing dollars
      Email rvielma@pbpost.com to sign up!
      29