Biznet Internet Marketing Seminar

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

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

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

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