0
Internet Marketing Seminar<br />
Marketing Trends<br />
Newspapers are losing subscribers faster than ever, as readers turn to the Internet for their news.<br />
Over the past two years, the newspaper industry has seen $11 billion in ad revenue evaporate, wiping out almost a quarter ...
Average newspaper circulation dropped 7 percent in the six months ending March 31 compared with the same period a year ago...
Ad spending is on pace to fall by as much as 10% this year, leading the industry to shed 10% to 15% of its workforce.<br />
Print advertising will plunge 22.8% to $9.8 billion between 2008 and 2010.<br />
Radio advertising will slip by 4.7% compound annual rate, to $13.6 billion in 2013<br />
This year, radio advertising will plunge 14.2%, to $14.8 billion.  <br />Positive growth - at 0.8% - will not be seen unti...
Out-of-home spending will grow at a compound annual growth rate of 2.5% to $8.2 billion by 2013; it is expected to drop 4....
Digital spending will grow from 17% of U.S. industry revenue in 2008 to 25% by 2013.<br />
65% stated that in the current economic climate, it is easier to secure organizational “buy in” on new media/social media ...
Over the last six months, 54% of respondents stated that marketing expectations within their organization have increased a...
New media/social media channels are becoming more critical<br />77% stated they will take on a greater focus in their over...
Search Engine Marketing(SEM)<br />
Americans conducted 14.8billion<br />core searches last month<br />
Search Marketing is Economical<br />
Spending on search engine marketing will top 18 billion annually by 2011<br />
Organic (SEO) vs. Sponsored (PPC)<br />
Keyword Analysis<br />
Search Engine Optimization<br />Content: Text found on a website, including seen (web copy or titles) and unseen (meta tag...
Popularity & Content<br />
Search Engine Optimization<br />
Search Engine Optimization<br />
Content: Using Keywords<br /><ul><li> Keyword Analysis
 Choosing Keywords
 2 - 4% of content may include keywords
 Some places keywords are used:
 Meta tags
 Meta descriptions
 Titles
 Copywriting
 Site map</li></li></ul><li>Content: Using Keywords<br />
Content: Using Keywords<br />
Popularity: Gaining Links<br /><ul><li> Social media
 Video/Photo sharing
 Wikis
 Blogs and comments
 Press releases
Click here vs. Learn how to use meta keywords for your small business</li></li></ul><li>Measuring Website Popularity<br />
Organic Search Pros<br />No cost-per-click on search engines<br />Greater credibility<br />Typically incurs more traffic t...
Organic Search Cons<br />No guarantee of link placement on search results page<br />Limited keyword use, dependent on cont...
Pay-Per-Click (PPC)<br />
Pay-Per-Click (PPC)<br />
Pay-Per-Click<br /><ul><li> Choosing keywords
 Popular words (typically general)
 Long tail approach (niche, qualified words)
 Analytics (understanding traffic)
 Google Analytics
Conversion Tracking
 Managing for ROI
 Keyword evaluation for qualified visitors
 Keyword updates as popularity falls</li></li></ul><li>PPC Pros<br />Tracking<br />Instant results<br />Real-time keyword ...
PPC Cons<br />Price of keywords<br />Competition keyword use<br />Determining which words to purchase<br />
Search Engine Marketing<br />Questions?<br />
Social Media Marketing(SMM)<br />
Communication Paradigm Shift<br />Smoke Signals<br />Letters / Mail<br />Telegraph<br />Telephone<br />Mobile Phone<br />E...
Rethinking Business Communication<br />Consider how you communicate with you clients (and market)<br />Are negative remark...
What is Social Media?<br />Uses Internet tools to share and discuss information and experiences with others<br />Integrate...
What is Social Media?<br />Face to Face networking or Word-of-Mouth Marketingin a virtual world<br />
Social Media:Internal & External Uses<br />Social media tools built into the website to compliment, reinforce, and strengt...
Social Media Timeline<br />
Popular Social Media Properties<br />
50% of Social Media activity happens on properties you’ve never heard of.<br />
Social Media Usage in the US<br />
Social Media: Quick Facts<br />49% of social media (SM) users log on daily<br />31% agree SM is more credible than ads<br ...
What can Social mediado for you?<br />Identify and create prospects<br />Create brand awareness<br />SEO via link building...
Social Media Tools<br />Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)<br />Wikis, & web office tools...
Choosing Your Properties<br />Know your market<br />Personalities<br />Appropriateness & etiquette<br />Legal limitations ...
Becoming Interactive<br />Have an opinion<br />Conversations, not lectures<br />No spam<br />Link, link, link<br />Educate...
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Biznet Internet Marketing Seminar

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Biznet's Internet Marketing Seminar at Automation Alley in Troy, MI on Jun 23, 2009. Presented by Shauna Nicholson and Kevin Krason.

Seminar includes "how to" on Search Engine Marketing (SEM), including Search Engine Optimization (SEO) and Pay-per-click (PPC); Social Media Marketing; and Mobile Marketing.

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  • according to the Audit Bureau of Circulation
  • according to an annual report by the Project for Excellence in Journalism.
  • It’s the steepest fall since circulation began to slip in the early 1990s.http://www.pressdemocrat.com/article/20090621/BUSINESS/906211065?Title=Can-this-man-save-the-newspaper-business-
  • http://www.usatoday.com/money/advertising/adtrack/2009-06-21-cannes-lions-ads_N.htm
  • http://www.mediabuyerplanner.com/entry/43409/magazine-print-advertising-to-rise-14.3-total-media-spend-to-jump-14-by-201/
  • http://www.mediabuyerplanner.com/entry/43409/magazine-print-advertising-to-rise-14.3-total-media-spend-to-jump-14-by-201/
  • http://www.mediabuyerplanner.com/entry/43409/magazine-print-advertising-to-rise-14.3-total-media-spend-to-jump-14-by-201/
  • the Wall Street Journal reports.
  • http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090622005696&newsLang=en
  • http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090622005696&newsLang=en
  • http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090622005696&newsLang=en
  • Transcript of "Biznet Internet Marketing Seminar"

    1. 1. Internet Marketing Seminar<br />
    2. 2. Marketing Trends<br />
    3. 3. Newspapers are losing subscribers faster than ever, as readers turn to the Internet for their news.<br />
    4. 4. Over the past two years, the newspaper industry has seen $11 billion in ad revenue evaporate, wiping out almost a quarter of its advertising base.<br />
    5. 5. Average newspaper circulation dropped 7 percent in the six months ending March 31 compared with the same period a year ago. <br />
    6. 6. Ad spending is on pace to fall by as much as 10% this year, leading the industry to shed 10% to 15% of its workforce.<br />
    7. 7. Print advertising will plunge 22.8% to $9.8 billion between 2008 and 2010.<br />
    8. 8. Radio advertising will slip by 4.7% compound annual rate, to $13.6 billion in 2013<br />
    9. 9. This year, radio advertising will plunge 14.2%, to $14.8 billion. <br />Positive growth - at 0.8% - will not be seen until 2012.<br />
    10. 10. Out-of-home spending will grow at a compound annual growth rate of 2.5% to $8.2 billion by 2013; it is expected to drop 4.9% this year, followed by a 0.7% growth in 2010.<br />
    11. 11. Digital spending will grow from 17% of U.S. industry revenue in 2008 to 25% by 2013.<br />
    12. 12. 65% stated that in the current economic climate, it is easier to secure organizational “buy in” on new media/social media programs than it was one year ago.<br />Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget<br />
    13. 13. Over the last six months, 54% of respondents stated that marketing expectations within their organization have increased and confidence in digital marketing remains strong.<br />65% stating that their budget has stayed the same or gone up over this period.<br />
    14. 14. New media/social media channels are becoming more critical<br />77% stated they will take on a greater focus in their overall interactive strategy<br />
    15. 15. Search Engine Marketing(SEM)<br />
    16. 16. Americans conducted 14.8billion<br />core searches last month<br />
    17. 17. Search Marketing is Economical<br />
    18. 18. Spending on search engine marketing will top 18 billion annually by 2011<br />
    19. 19. Organic (SEO) vs. Sponsored (PPC)<br />
    20. 20.
    21. 21. Keyword Analysis<br />
    22. 22. Search Engine Optimization<br />Content: Text found on a website, including seen (web copy or titles) and unseen (meta tags or image descriptions); optimized with keywords<br />Popularity: Links back to your website from other websites; optimized with keywords inside link text<br />
    23. 23. Popularity & Content<br />
    24. 24. Search Engine Optimization<br />
    25. 25. Search Engine Optimization<br />
    26. 26. Content: Using Keywords<br /><ul><li> Keyword Analysis
    27. 27. Choosing Keywords
    28. 28. 2 - 4% of content may include keywords
    29. 29. Some places keywords are used:
    30. 30. Meta tags
    31. 31. Meta descriptions
    32. 32. Titles
    33. 33. Copywriting
    34. 34. Site map</li></li></ul><li>Content: Using Keywords<br />
    35. 35. Content: Using Keywords<br />
    36. 36. Popularity: Gaining Links<br /><ul><li> Social media
    37. 37. Video/Photo sharing
    38. 38. Wikis
    39. 39. Blogs and comments
    40. 40. Press releases
    41. 41. Click here vs. Learn how to use meta keywords for your small business</li></li></ul><li>Measuring Website Popularity<br />
    42. 42. Organic Search Pros<br />No cost-per-click on search engines<br />Greater credibility<br />Typically incurs more traffic than pay-per-click<br />
    43. 43. Organic Search Cons<br />No guarantee of link placement on search results page<br />Limited keyword use, dependent on content<br />Requires writing skill to properly incorporate terms<br />
    44. 44. Pay-Per-Click (PPC)<br />
    45. 45. Pay-Per-Click (PPC)<br />
    46. 46. Pay-Per-Click<br /><ul><li> Choosing keywords
    47. 47. Popular words (typically general)
    48. 48. Long tail approach (niche, qualified words)
    49. 49. Analytics (understanding traffic)
    50. 50. Google Analytics
    51. 51. Conversion Tracking
    52. 52. Managing for ROI
    53. 53. Keyword evaluation for qualified visitors
    54. 54. Keyword updates as popularity falls</li></li></ul><li>PPC Pros<br />Tracking<br />Instant results<br />Real-time keyword changes<br />Any budget<br />Geo-demographic targets<br />
    55. 55. PPC Cons<br />Price of keywords<br />Competition keyword use<br />Determining which words to purchase<br />
    56. 56. Search Engine Marketing<br />Questions?<br />
    57. 57. Social Media Marketing(SMM)<br />
    58. 58. Communication Paradigm Shift<br />Smoke Signals<br />Letters / Mail<br />Telegraph<br />Telephone<br />Mobile Phone<br />Email<br />Online Community<br />Technology continues to change the way humans communicate professionally and socially<br />
    59. 59. Rethinking Business Communication<br />Consider how you communicate with you clients (and market)<br />Are negative remarksalways bad?<br />How much did ineffective mediacost last year alone?<br />Where’s the last place you checked for product information?<br />How are purchasing decisions made?<br />What parts of your marketing budget exist out of habit?<br />
    60. 60. What is Social Media?<br />Uses Internet tools to share and discuss information and experiences with others<br />Integrates technology, social interaction, and the construction of words, pictures, videos and audio<br />Builds relationships as users share stories and experiences<br />Uses conversations through networking to share experience, links, and information about a company, product, or service<br />Must provide value to be effective<br />
    61. 61. What is Social Media?<br />Face to Face networking or Word-of-Mouth Marketingin a virtual world<br />
    62. 62. Social Media:Internal & External Uses<br />Social media tools built into the website to compliment, reinforce, and strengthen an online presence<br />External websites which leverage social media tools (often exclusively) to communicate with others<br />
    63. 63. Social Media Timeline<br />
    64. 64. Popular Social Media Properties<br />
    65. 65. 50% of Social Media activity happens on properties you’ve never heard of.<br />
    66. 66. Social Media Usage in the US<br />
    67. 67. Social Media: Quick Facts<br />49% of social media (SM) users log on daily<br />31% agree SM is more credible than ads<br />61% research purchases with SM<br />36% use SM for purchasing decisions<br />40% are talking and learning from specific orgs<br />25% of users “feel better” about companies using SM<br />89% of users use SM more/same as last year<br />Source: CNW Group and Leger Marketing<br />
    68. 68. What can Social mediado for you?<br />Identify and create prospects<br />Create brand awareness<br />SEO via link building<br />Public relations services<br />Relationship and network building<br />Establish thought leadership<br />
    69. 69. Social Media Tools<br />Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)<br />Wikis, & web office tools (Internal or public)<br />Social networks, (such as Facebook, MySpace, LinkedIn, etc)<br />Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)<br />Online photo sharing, (such as Flickr & PhotoBucket)<br />Podcasting/videocasting, (independently or though sources such as iTunes)<br />
    70. 70.
    71. 71.
    72. 72.
    73. 73.
    74. 74.
    75. 75.
    76. 76.
    77. 77. Choosing Your Properties<br />Know your market<br />Personalities<br />Appropriateness & etiquette<br />Legal limitations & liabilities<br />
    78. 78. Becoming Interactive<br />Have an opinion<br />Conversations, not lectures<br />No spam<br />Link, link, link<br />Educate & offer insight<br />Cite original works (with links!)<br />Use media, when appropriate<br />Be honest; be yourself<br />
    79. 79. Positioning to be listening<br />Developing your brand online<br />Creating worthy content<br />Viewing your brand as interactive<br />Be prepared to listen<br />
    80. 80. Creating a Buzz: Profiles<br />Consider yourself a celebrity, without the drama<br />Add media (photos, videos, slideshows...)<br />Include links to your business website and other social media profiles or sites<br />
    81. 81. Creating a Buzz: Blogs<br />About 3 paragraphs<br />Conversation<br />Include media (photos & videos)<br />Use links<br />
    82. 82. Creating a Buzz: Videos<br />Be interactive<br />Keep them short! (Under 30 seconds, 2 minutes is the LONGEST) Nutrigain<br />Include text at the bottom with links for additional information<br />Include contact information at the end (in text) for follow ups<br />
    83. 83. ROI Measurement:Qualitative<br />Corporate reputation & brand awareness<br />Conversation participation<br />Build and maintain strong, positive relationships<br />Thought leadership<br />Market research value (can be quantitative)<br />
    84. 84. ROI Measurement:Quantitative<br />Measure traffic<br />Search engine optimization (SEO) -ranking<br />Identified & created prospects<br />Measure sales<br />Market research value (also qualitative)<br />
    85. 85. Social Media Marketing Program<br /><ul><li> Listening
    86. 86. Content & Popularity
    87. 87. Manners
    88. 88. Measurement
    89. 89. Radian6
    90. 90. Google Analytics
    91. 91. Google Alerts
    92. 92. TweetBeep</li></li></ul><li>Listening<br />Listening is done in order to better understand how to engage niche target markets in sites that include public opinion such as:<br /><ul><li>Blogs, micro-blogs, life-streams
    93. 93. Forums, communities, wikis, niche networks
    94. 94. Over 50% of all online social media conversations are on small, niche platforms that only specialized tools can find</li></li></ul><li>Listening<br />
    95. 95. Popularity & Content<br />
    96. 96. Manners<br />
    97. 97. Monitoring: Radian6<br />
    98. 98. Monitoring: Google Analytics<br />
    99. 99. Monitoring: Google Alerts / tweetbeep<br />
    100. 100. Going Mobile<br />
    101. 101. The mobile phone is becoming a more integral component of today’s marketing arsenal.<br />0% thought mobile was not the best real-time trackable digital channel<br />0% thought mobile did not deliver the best results in digital marketing<br />
    102. 102. “Social media and mobile present a tremendous opportunity to most businesses but they also come with a great deal of risk.”<br />Experts stress the importance of having an agency partner that possesses a complete 360 degree skill set that marries strategic and creative expertise and an in-depth, hands-on knowledge of both the mobile and the social worlds.<br />
    103. 103. Questions?<br />Thank you!<br />Social Media Marketing<br />
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