Targeted marketing: Trad'l vs. Interactive, Social and SEO


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Presented to Architects at the American Institute of Building Design on March 26th, 2011 - University of Washington, Gould Hall. By Brandon Na

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Targeted marketing: Trad'l vs. Interactive, Social and SEO

  1. 1. Marketing, Social Media & SEO Today<br />Marketing MUST beTargeted & Efficient<br />By Brandon Na, Principal, Seattle Organic SEO<br />
  2. 2. Brandon who? <br /><ul><li>Principal, Seattle Organic SEO
  3. 3. Radio Host, Toginet (past: eFM, Busan, S. Korea)
  4. 4. Director of Human Resources & Online Marketing, Chung Dahm Institute, Southeast Regional HQ (most diff constituents)
  5. 5. Online Marketing Program Manager under different titles for 6 years at Doubleclick(now Google), Amazon & Expedia
  6. 6. More details at or search for “brandonna” and you’ll definitely find sth</li></ul>Who are those difficult constituents??? <br />
  7. 7. Kids (Love ‘em, Hate ‘em, Love ‘em)<br />
  8. 8. Marketing (defined)<br /><ul><li>Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. </li></ul>~AMA(American Marketing Association)<br /><ul><li>“connecting the target consumers with your products or services” </li></ul> ~unknown Marketing professor at the University of Puget Sound<br />
  9. 9. Marketing: before www<br />Newspapers (1704)<br />Magazines (1742) <br />Billboards (1867)<br />Telemarketing (1895)<br />Radio (1906)<br />Television (1935)<br />(Direct) Mail Marketing (1954)<br />
  10. 10. Facebook. Really? <br />Great Growth and we See the Ubiquity, but…<br /><br /> January 2011<br />
  11. 11. Beginning of Internet Marketing<br />In the first stage for several & at worst, the 2nd.<br />One of the most powerful, but…<br />One of the most annoying! (est early 1990s)<br />Email Marketing<br />The most efficient– Has 2 major periods<br />Before Google, After Google (est 1999/2000)<br />SEO<br />Quickest bang– Has 2 major periods<br />Before Google, After Google (est 1999/2000)<br />PPC<br />Just Started (2010)– Facebook, Twitter (still mostly noise)<br />Important, but…<br />Social Media<br />Very early<br />Important, but…<br />Mobile Marketing<br />
  12. 12. Social Media Cost$$$$$<br /><ul><li>Facebook: Free
  13. 13. Twitter: Free
  14. 14. LinkedIn: Free
  15. 15. Wikipedia: Free
  16. 16. Digg: Free
  17. 17. Youtube: Free
  18. 18. Digg, StumbleUpon, Reddit, Yelp, Slideshare, Imdb, Quora, Blogger, Wordpress, Flickr, Craigslist (mostly)</li></li></ul><li>Did I mention Social Media’s Free?<br />
  19. 19. Useful Social Media Tools<br /><ul><li>Blogging
  20. 20. Microblogging: Twitter
  21. 21. Social Networks: Facebook (Facebook pages, Facebook apps, Facebook API)
  22. 22. Q&A Sites: Quora
  23. 23. Forums (old fashioned socializing online)</li></li></ul><li>Blogging<br /><ul><li>Blogging: New way to spread ideas, opinions, create news, create rumors, give people interesting things to read, debate, provide advice, and have longer dialogues online
  24. 24. Allows you to take advantage of the long tail
  25. 25. est $500,000 (Canadian)/year blogging about making money online; Perez Hilton reportedly makes $450k/yr</li></li></ul><li>Myown test: The Real South Korea (wordpress) dot com: 1,090,234 views ($0) <br />
  26. 26. Architect Blogs<br />
  27. 27. WhyTweet? <br /><ul><li>“…my fellow Americans, ask not what your country can do for you; ask what you can do for your country.” Did this require a book?
  28. 28. Gas is being sold for $2.99 a gallon on 45th and University!
  29. 29. News, Ideas, Stock Tips, Rumors, Updates, “Check this out” (pics& all the above), & more
  30. 30. Mobile phones will fuel the fire behind Twitter</li></li></ul><li>Title<br /><br />8 Following, 3968 Followers<br /><ul><li>Diamond Project Terry & Terry Architecture San Francisco, California 
  31. 31. Check out: - House Tour: Vidal Sassoon's Modernist Bel Air #architecture
  32. 32. Star Architects Urged to Stop Exploiting Students
  33. 33. Frank Lloyd Wright House Available at Bargain $1.38M #architecture
  34. 34. Mexico's Carlos Slim Builds a Dazzling Art Palace #architecture</li></li></ul><li>Q&A and Forums<br /><ul><li>Quora: Building a reputation as an architect</li></ul>Top 5 “Best” Questions: <br />What are the ugliest buildings in the world?<br />What are some of the most beautiful buildings in the world?<br />Why do some skyscraper elevators run at slower speeds on windy days?<br />What are the top architecture blogs?<br />What is the interior architecture of the United Nations' headquarters like?<br /><ul><li>Forums do this in a less judgemental manner & networking can occur along with potential reputation improvement/otherwise</li></li></ul><li>SEO: Super Efficient Opportunities<br /><ul><li>Search Engine Optimization: following Google’s rules to rank higher than other results</li></ul>Why do we care?<br />
  35. 35. Most Important SEO Factors<br />There are 2 Big C’s to focus on<br />Content<br />On-site/page Optimization<br />Credibility<br />Links<br />“The Internet is a an <br />Economic Library”<br />Content<br />2nd<br />page<br />3rd<br />page<br />Credibility<br /> Chaos,: <br /> (Creativity, Cunning, Collaboration,<br /> Conditions [luck])<br />2’s<br />3’s<br />#1<br />4’s<br />20th<br />page<br />
  36. 36.
  37. 37. Link building is the missing part of the SEO puzzle<br />Creates “credibility” for your website<br />
  38. 38.
  39. 39. Anchor Text is Critical<br />
  40. 40. SEO: Super Efficient Opportunities<br />Never has there been a time in business history where one marketing strategy been so efficient, so effective and so powerful. -A 39 Korean Man from Seattle <br />Thank you! And if you’re Thankful, please: <br />Email me & say I’d love to link to your site: how? <br />Like me on<br />Follow me on Twitter: /seattleseofirm<br />
  41. 41. References<br />How Twitter Changed my life,<br />Top Earning Blogs,<br />Why Twitter Will Endure,<br />140 Twitter Tips,<br />Internet Statistics Compendium by Econsultancy,<br />Social Commerce Stats,<br />