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Transworld Snow Industry Conference March 9-12, 2010

                     Using the Internet

    Multichannel Marketing
...
Know your Customer
Know their Langauge
Keyword Research
Keyword Selection is Key
Careful keyword selection is the heart of the SEO campaign.


Research Keywords
...
Open for Business
    -Driving Traffic-
SEO
    Have a Strategy for your site and
         optimize your content
• Use keyword research to determine how customers...
On Page Optimization
Optimize Website Meta


<TITLE>Skateboards - Warehouse Skateboards Skate Shop</TITLE>


<META NAME="D...
Sitemap Submission
  Google WebMaster Tools - www.google.com/webmasters/tools/
  Bing (MSN) WebMaster Tools - www.bing.com...
How does your site rank for SEO?

      www.websitegrader.com
Local Search
Driving Relevant Traffic


   Links
Link Building
Quality links is what you are after.


     What is a Quality link?
  Good Page Rank and relevant
Driving Relevant Traffic


Paid Search
What is Pay-Per-Click?
‣ Pay	
  only	
  when	
  your	
  ad	
  is	
  clicked
‣ Prices	
  based	
  on	
  a	
  bidding	
  sys...
Driving Relevant Traffic


Shopping Networks
Driving Relevant Traffic


Social Networks
“There are now at least 1.6 billion of us connected
via computer and 3 billion mobile devices that
touch the Internet. The...
What is Social Media Marketing?
Many marketers think that doing a sponsorship on
MySpace or posting a one-off campaign cha...
Company Blog
• Free Blog software like Wordpress, Movable Type, or
  Blogger.

• Add a blog on your website. This will mak...
Blogging
Pros
 • Informs customers with industry & company news
 • Provides a personal voice to your website
 • Establishe...
Building your Blog
• Don’t blog from an outside website.
  http://www.yourdomain.com/blog, not http://
  yourdomain.blogsp...
Promote your Blog
• Promote your blog in email signature, web site, &
  promotional materials.

• Connect with other blogg...
Blog Dos
• Pay attention to headlines. Many people scan blog posts in a feed
  reader like Google Reader. If the headline ...
Blog Don’ts
• Never copy and paste content from other websites to fill your
  blog posts. This creates duplicate content p...
Facebook the Biggest!
• 300 million active users
• 50% of our active users log on to Facebook in any given day
• The faste...
Profile vs. Pages
Facebook does not allow businesses to build personal profiles.
You have two options for promoting your b...
Reaching your fans on FB
• Keep a constant stream of fresh content on your
  wall by uploading photos, videos, and news.

...
Why Twitter for Building Your Brand?

• Twitter is 3rd largest social network after
   FaceBook (1st) and MySpace (2nd)
  ...
Tips for Twitter
• Initiate conversation about your industry, offer tips, listen to
  what people are saying about your co...
Twitter Strategy
• Who do you want your audience to be?
                  – Consumers, businesses, strategic partners, ind...
Twitter Do’s

• Initiate discussion around your brand
• Listen (really) what people are saying
• Keep it positive
• Respon...
Twitter Don’ts

• Toot your own horn
• Bombard followers with links
• Disrespect the Twitter community
• Cavalier attitude...
Build Your Follower Base
• Twitter Search | search.twitter.com/advanced
       – Find your audience
• We Follow | wefollow...
Engage Your Followers

• TwtQpon | www.twtqpon.com
   Create coupons for Twitter. Give incentive to follow you.


• StrawP...
Monitor Your Brand
• TweetScan | www.tweetscan.com
    Set up alerts for mentions of your brand and related keywords;
    ...
Viral Marketing & Social Tagging
Add social bookmarking buttons for sites like Digg,
Del.ici.us, and Stumble to blog posts...
YouTube Optimization
• Use keyword tags to tell readers and search engines what your video is
  about.

• Create a compell...
Product Reviews

• 70% of shoppers trust consumer reviews on
  products. (Nielson)

• Offer users the opportunity to rate ...
Customer Service
Track Everything!
w w w. s l i d e s h a r e . n e t / s a g e i s l a n d

    Search Engine Optimization – Kristopher Jones
        Get to...
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Transworld Snow Conference

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Thursday, March 11
4:30-5:30 pm
Go Twit Yo’self: How To Cut Through Hype and Really Make a Difference Online

Published in: Sports, Technology, Design
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Transcript of "Transworld Snow Conference"

  1. 1. Transworld Snow Industry Conference March 9-12, 2010 Using the Internet Multichannel Marketing w w w. s l i d e s h a r e . n e t / s a g e i s l a n d Mike Dunca n Sage Island, CEO
  2. 2. Know your Customer
  3. 3. Know their Langauge
  4. 4. Keyword Research Keyword Selection is Key Careful keyword selection is the heart of the SEO campaign. Research Keywords Create a robust keyword portfolio of relevant keyword phrases that are searched on by potential customers. You’ll begin with your input on what your most important keywords are, then expand that list by cross-checking the list against the search engines’ databases of actual keyword searches. This will help target the right words - the ones that will actually deliver customers to your website. keyworddiscovery.com wordtracker.com overture.com Google Adwords Keyword Tool seobook.com seomoz.org
  5. 5. Open for Business -Driving Traffic-
  6. 6. SEO Have a Strategy for your site and optimize your content • Use keyword research to determine how customers search • Inject keywords into body copy, titles, and images • Be sure that your site is user friendly and search engine friendly. Your marketing efforts won’t help you if your website makes it difficult for users to find the information they want. Ranking factors: www.seomoz.org/article/search-ranking-factors www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
  7. 7. On Page Optimization Optimize Website Meta <TITLE>Skateboards - Warehouse Skateboards Skate Shop</TITLE> <META NAME="Description" CONTENT="Biggest selection of skateboards, skateboard decks, complete skateboards, skateboard wheels, skateboard trucks, skateboards delivered right to your door!"> <META NAME="Keywords" CONTENT="skateboards,skateboard,complete skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate decks,warehouse skateboards"> Search  Engine  Op.miza.on  Best  Prac.ces h6p://www.sageisland.com/SEO-­‐best.pdf
  8. 8. Sitemap Submission Google WebMaster Tools - www.google.com/webmasters/tools/ Bing (MSN) WebMaster Tools - www.bing.com/webmasters Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com Create Sitemaps www.gsitecrawler.com Create a Robots.txt file and place in the root directory www.yourdomain.com/robots.txt User-agent: * Disallow: /my-dirty-photos Sitemap: http://www.domain.com/sitemap.xml
  9. 9. How does your site rank for SEO? www.websitegrader.com
  10. 10. Local Search
  11. 11. Driving Relevant Traffic Links
  12. 12. Link Building Quality links is what you are after. What is a Quality link? Good Page Rank and relevant
  13. 13. Driving Relevant Traffic Paid Search
  14. 14. What is Pay-Per-Click? ‣ Pay  only  when  your  ad  is  clicked ‣ Prices  based  on  a  bidding  system  –  posi8on  is   affected  by  keyword/ad/landing  page  quality,   bid,  and  compe88on. ‣ Daily/monthly  budgets  which  search  engines   will  not  exceed,  making  it  a  cost  effec8ve   adver8sing  strategy ‣ 10-­‐15%  of  your  overall  traffic
  15. 15. Driving Relevant Traffic Shopping Networks
  16. 16. Driving Relevant Traffic Social Networks
  17. 17. “There are now at least 1.6 billion of us connected via computer and 3 billion mobile devices that touch the Internet. The rise of "social" technologies - such as wikis, blogs, Twitter, SMS and social networks - means that the barriers to participation across the planet (in terms of the cost, access and skills required) are rapidly approaching zero” Joshua-Michele Ross on O’Reilly Insights – March 2009
  18. 18. What is Social Media Marketing? Many marketers think that doing a sponsorship on MySpace or posting a one-off campaign channel on YouTube is social media marketing Social Media is About Socializing! It is about: Weaving your content and messages into the social web Joining the customer conversation Making friends Communicating with those friends Listening to those friends Measuring impact
  19. 19. Company Blog • Free Blog software like Wordpress, Movable Type, or Blogger. • Add a blog on your website. This will make it easier for customers to find your blog, and improve your ranking in search engines. • Don’t just focus on PR. Offer useful info for your readers and customers to keep them coming back.
  20. 20. Blogging Pros • Informs customers with industry & company news • Provides a personal voice to your website • Establishes you and your business as an authority • Benefits search engine rankings by increasing keyword-rich content Cons • Time consuming • Requires ideas and writing skills • Can be detrimental to brand if misused or abandoned
  21. 21. Building your Blog • Don’t blog from an outside website. http://www.yourdomain.com/blog, not http:// yourdomain.blogspot.com • By placing the blog on your website, you’re placing all of the content from your blog directly on your site. Search engines love frequently updated, keyword-rich content. • Free open source software, WordPress and blogger • Write fresh, original content regularly (at least three times a week), and keep blog posts under 500 words each.
  22. 22. Promote your Blog • Promote your blog in email signature, web site, & promotional materials. • Connect with other bloggers by linking to them, commenting on their posts, and submitting your content to social bookmarking sites like Digg and StumbleUpon. • Just remember, focus on the content to keep readers coming back for more.
  23. 23. Blog Dos • Pay attention to headlines. Many people scan blog posts in a feed reader like Google Reader. If the headline isn’t interesting, they won’t click through. • Link to other blogs in your industry to get their attention and encourage them to link back to you. • Keep blog posts under 500 words and break up large chunks of text with photos, headlines, and bullets for easier reading. • Focus on quality content, but keep SEO in mind by favoring high traffic keywords over lower traffic phrases. • Solicit feedback from your readers. Ask questions, include polls, and encourage community building through comments and participation.
  24. 24. Blog Don’ts • Never copy and paste content from other websites to fill your blog posts. This creates duplicate content problems and violates copyright law. • Avoid keyword stuffing. Your primary concern is quality content that interests readers. SEO should always be secondary. Use keywords only when appropriate and only if it doesn’t compromise good writing. • Don’t expect feedback on every post. For every commenter there are nine “lurkers” who read without participating. Keep soliciting feedback and trying new ways to engage those readers, but don’t give up.
  25. 25. Facebook the Biggest! • 300 million active users • 50% of our active users log on to Facebook in any given day • The fastest growing demographic is those 35 years old and older • Average user has 130 friends on the site • 6 billion minutes are spent on Facebook each day (worldwide) • 40 million status updates each day • 10 million users become fans of Pages each day • 2 billion photos uploaded to the site each month • 14 million videos uploaded each month • 2 billion pieces of content (web links, news stories, blog posts, notes, photos, etc.) shared each week • 3 million events created each month • 45 million active user groups exist on the site
  26. 26. Profile vs. Pages Facebook does not allow businesses to build personal profiles. You have two options for promoting your business: • Build a business profile page • Create a group for your business. Use the page as a central hub for information about your business on Facebook, and use the group as a forum where fans and friends can interact with you and each other. Remember, profiles are for people; pages are for businesses.
  27. 27. Reaching your fans on FB • Keep a constant stream of fresh content on your wall by uploading photos, videos, and news. • Create a community by building a group where members can upload their own photos and videos and discuss your brand. • Link your Facebook page to an RSS feed for your blog.
  28. 28. Why Twitter for Building Your Brand? • Twitter is 3rd largest social network after FaceBook (1st) and MySpace (2nd) – Over 6 million active Twitter users – Over 55 million monthly visitors to Twitter • Est. 5,000 new Twitter accounts every day • Most users access via mobile • Shouldn’t you be where your customers are?
  29. 29. Tips for Twitter • Initiate conversation about your industry, offer tips, listen to what people are saying about your company. • Be proactive in responding to @ replies and direct messages. • Offer information that customers and other people in your network will find interesting — not just marketing and PR speak. • Don’t toot your own horn too much, bombard users with links, or repetitive marketing messages.
  30. 30. Twitter Strategy • Who do you want your audience to be? – Consumers, businesses, strategic partners, industry experts (including bloggers), colleagues, etc. • Will your tone be corporate or casual? – Research has shown users prefer Twitter interactions to be on a more personal level • Who will Twitter? – Hiring a Community Manager whose job is to engage in social media – Should employees Twitter? • Twitter Usernames – Claim your brand name (http://www.twitter.com/yourbrand)        –    Also popular: employee + brand names, CEO names
  31. 31. Twitter Do’s • Initiate discussion around your brand • Listen (really) what people are saying • Keep it positive • Respond timely to @ replies and DMs • Keep things interesting
  32. 32. Twitter Don’ts • Toot your own horn • Bombard followers with links • Disrespect the Twitter community • Cavalier attitude about Twitter - it’s not a fad • Auto-DMs and low quality @ replies • Sound like a broken record
  33. 33. Build Your Follower Base • Twitter Search | search.twitter.com/advanced – Find your audience • We Follow | wefollow.com – User powered Twitter directory • Just Tweet It | www.justtweetit.com – Great Twitter directory; are you listed? • Mr. Tweet | www.mrtweet.net            –  Discover new people, get relevant followers and usage stats.
  34. 34. Engage Your Followers • TwtQpon | www.twtqpon.com Create coupons for Twitter. Give incentive to follow you. • StrawPoll | www.strawpollnow.com Poll your followers. Ask questions about your brand, get instant feedback • TwitPic | www.twitpic.com Share interesting photos of new products, office antics, and other cool stuff
  35. 35. Monitor Your Brand • TweetScan | www.tweetscan.com Set up alerts for mentions of your brand and related keywords; never miss @ replies • TweetBeep Twilert | www.tweetbeep.com Like Google Alerts for Twitter • Twollow | www.twollow.com Auto-follow people that mention your brand • Twitterless | www.twittlerless.com Graphs your followers and tells you who stops following. • ow.ly | cl.ig | tr.im | adjix.com | etc.          Shrink your URLs
  36. 36. Viral Marketing & Social Tagging Add social bookmarking buttons for sites like Digg, Del.ici.us, and Stumble to blog posts and other content on your site to encourage users to “vote” for it.
  37. 37. YouTube Optimization • Use keyword tags to tell readers and search engines what your video is about. • Create a compelling headline to encourage viewers to watch your video. • Keep videos as short and engaging as possible with the most important messaging in the beginning. If viewers get bored, they won’t watch the whole thing. • Pay attention to your thumbnail image to entice viewers to click and watch. YouTube automatically selects a thumbnail by selecting an image from about halfway through your video.
  38. 38. Product Reviews • 70% of shoppers trust consumer reviews on products. (Nielson) • Offer users the opportunity to rate products, provide reviews, to encourage consumers to trust your products/brand.
  39. 39. Customer Service
  40. 40. Track Everything!
  41. 41. w w w. s l i d e s h a r e . n e t / s a g e i s l a n d Search Engine Optimization – Kristopher Jones Get to the top on Google – David Viney Landing Page Optimization – Tim Ash Building Findable Websites – Aarron Walter Mike Dunca n Sage Island CEO www.SageIsland.com
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