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Biznet Internet Marketing Seminar
 

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. ...

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

Biznet Internet Marketing Seminar Biznet Internet Marketing Seminar Presentation Transcript

  • Internet Marketing Seminar
  • Marketing Trends
  • Newspapers are losing subscribers faster than ever, as readers turn to the Internet for their news.
  • 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.
  • 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.
  • Print advertising will plunge 22.8% to $9.8 billion between 2008 and 2010.
  • Radio advertising will slip by 4.7% compound annual rate, to $13.6 billion in 2013
  • This year, radio advertising will plunge 14.2%, to $14.8 billion.
    Positive growth - at 0.8% - will not be seen until 2012.
  • 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.
  • Digital spending will grow from 17% of U.S. industry revenue in 2008 to 25% by 2013.
  • 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.
    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
  • Over the last six months, 54% of respondents stated that marketing expectations within their organization have increased and confidence in digital marketing remains strong.
    65% stating that their budget has stayed the same or gone up over this period.
  • New media/social media channels are becoming more critical
    77% stated they will take on a greater focus in their overall interactive strategy
  • Search Engine Marketing(SEM)
  • Americans conducted 14.8billion
    core searches last month
  • Search Marketing is Economical
  • Spending on search engine marketing will top 18 billion annually by 2011
  • Organic (SEO) vs. Sponsored (PPC)
  • Keyword Analysis
  • Search Engine Optimization
    Content: Text found on a website, including seen (web copy or titles) and unseen (meta tags or image descriptions); optimized with keywords
    Popularity: Links back to your website from other websites; optimized with keywords inside link text
  • Popularity & Content
  • Search Engine Optimization
  • Search Engine Optimization
  • Content: Using Keywords
    • Keyword Analysis
    • Choosing Keywords
    • 2 - 4% of content may include keywords
    • Some places keywords are used:
    • Meta tags
    • Meta descriptions
    • Titles
    • Copywriting
    • Site map
  • Content: Using Keywords
  • Content: Using Keywords
  • Popularity: Gaining Links
    • Social media
    • Video/Photo sharing
    • Wikis
    • Blogs and comments
    • Press releases
    • Click here vs. Learn how to use meta keywords for your small business
  • Measuring Website Popularity
  • Organic Search Pros
    No cost-per-click on search engines
    Greater credibility
    Typically incurs more traffic than pay-per-click
  • Organic Search Cons
    No guarantee of link placement on search results page
    Limited keyword use, dependent on content
    Requires writing skill to properly incorporate terms
  • Pay-Per-Click (PPC)
  • Pay-Per-Click (PPC)
  • Pay-Per-Click
    • 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
  • PPC Pros
    Tracking
    Instant results
    Real-time keyword changes
    Any budget
    Geo-demographic targets
  • PPC Cons
    Price of keywords
    Competition keyword use
    Determining which words to purchase
  • Search Engine Marketing
    Questions?
  • Social Media Marketing(SMM)
  • Communication Paradigm Shift
    Smoke Signals
    Letters / Mail
    Telegraph
    Telephone
    Mobile Phone
    Email
    Online Community
    Technology continues to change the way humans communicate professionally and socially
  • Rethinking Business Communication
    Consider how you communicate with you clients (and market)
    Are negative remarksalways bad?
    How much did ineffective mediacost last year alone?
    Where’s the last place you checked for product information?
    How are purchasing decisions made?
    What parts of your marketing budget exist out of habit?
  • What is Social Media?
    Uses Internet tools to share and discuss information and experiences with others
    Integrates technology, social interaction, and the construction of words, pictures, videos and audio
    Builds relationships as users share stories and experiences
    Uses conversations through networking to share experience, links, and information about a company, product, or service
    Must provide value to be effective
  • What is Social Media?
    Face to Face networking or Word-of-Mouth Marketingin a virtual world
  • Social Media:Internal & External Uses
    Social media tools built into the website to compliment, reinforce, and strengthen an online presence
    External websites which leverage social media tools (often exclusively) to communicate with others
  • Social Media Timeline
  • Popular Social Media Properties
  • 50% of Social Media activity happens on properties you’ve never heard of.
  • Social Media Usage in the US
  • Social Media: Quick Facts
    49% of social media (SM) users log on daily
    31% agree SM is more credible than ads
    61% research purchases with SM
    36% use SM for purchasing decisions
    40% are talking and learning from specific orgs
    25% of users “feel better” about companies using SM
    89% of users use SM more/same as last year
    Source: CNW Group and Leger Marketing
  • What can Social mediado for you?
    Identify and create prospects
    Create brand awareness
    SEO via link building
    Public relations services
    Relationship and network building
    Establish thought leadership
  • Social Media Tools
    Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)
    Wikis, & web office tools (Internal or public)
    Social networks, (such as Facebook, MySpace, LinkedIn, etc)
    Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)
    Online photo sharing, (such as Flickr & PhotoBucket)
    Podcasting/videocasting, (independently or though sources such as iTunes)
  • Choosing Your Properties
    Know your market
    Personalities
    Appropriateness & etiquette
    Legal limitations & liabilities
  • Becoming Interactive
    Have an opinion
    Conversations, not lectures
    No spam
    Link, link, link
    Educate & offer insight
    Cite original works (with links!)
    Use media, when appropriate
    Be honest; be yourself
  • Positioning to be listening
    Developing your brand online
    Creating worthy content
    Viewing your brand as interactive
    Be prepared to listen
  • Creating a Buzz: Profiles
    Consider yourself a celebrity, without the drama
    Add media (photos, videos, slideshows...)
    Include links to your business website and other social media profiles or sites
  • Creating a Buzz: Blogs
    About 3 paragraphs
    Conversation
    Include media (photos & videos)
    Use links
  • Creating a Buzz: Videos
    Be interactive
    Keep them short! (Under 30 seconds, 2 minutes is the LONGEST) Nutrigain
    Include text at the bottom with links for additional information
    Include contact information at the end (in text) for follow ups
  • ROI Measurement:Qualitative
    Corporate reputation & brand awareness
    Conversation participation
    Build and maintain strong, positive relationships
    Thought leadership
    Market research value (can be quantitative)
  • ROI Measurement:Quantitative
    Measure traffic
    Search engine optimization (SEO) -ranking
    Identified & created prospects
    Measure sales
    Market research value (also qualitative)
  • Social Media Marketing Program
    • Listening
    • Content & Popularity
    • Manners
    • Measurement
    • Radian6
    • Google Analytics
    • Google Alerts
    • TweetBeep
  • Listening
    Listening is done in order to better understand how to engage niche target markets in sites that include public opinion such as:
    • Blogs, micro-blogs, life-streams
    • Forums, communities, wikis, niche networks
    • Over 50% of all online social media conversations are on small, niche platforms that only specialized tools can find
  • Listening
  • Popularity & Content
  • Manners
  • Monitoring: Radian6
  • Monitoring: Google Analytics
  • Monitoring: Google Alerts / tweetbeep
  • Going Mobile
  • The mobile phone is becoming a more integral component of today’s marketing arsenal.
    0% thought mobile was not the best real-time trackable digital channel
    0% thought mobile did not deliver the best results in digital marketing
  • “Social media and mobile present a tremendous opportunity to most businesses but they also come with a great deal of risk.”
    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.
  • Questions?
    Thank you!
    Social Media Marketing