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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. …

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.
  • the Wall Street Journal reports.
  • Transcript

    • 1. Internet Marketing Seminar
    • 2. Marketing Trends
    • 3. Newspapers are losing subscribers faster than ever, as readers turn to the Internet for their news.
    • 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.
    • 5. Average newspaper circulation dropped 7 percent in the six months ending March 31 compared with the same period a year ago.
    • 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.
    • 7. Print advertising will plunge 22.8% to $9.8 billion between 2008 and 2010.
    • 8. Radio advertising will slip by 4.7% compound annual rate, to $13.6 billion in 2013
    • 9. This year, radio advertising will plunge 14.2%, to $14.8 billion.
      Positive growth - at 0.8% - will not be seen until 2012.
    • 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.
    • 11. Digital spending will grow from 17% of U.S. industry revenue in 2008 to 25% by 2013.
    • 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.
      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
    • 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.
      65% stating that their budget has stayed the same or gone up over this period.
    • 14. New media/social media channels are becoming more critical
      77% stated they will take on a greater focus in their overall interactive strategy
    • 15. Search Engine Marketing(SEM)
    • 16. Americans conducted 14.8billion
      core searches last month
    • 17. Search Marketing is Economical
    • 18. Spending on search engine marketing will top 18 billion annually by 2011
    • 19. Organic (SEO) vs. Sponsored (PPC)
    • 20.
    • 21. Keyword Analysis
    • 22. 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
    • 23. Popularity & Content
    • 24. Search Engine Optimization
    • 25. Search Engine Optimization
    • 26. Content: Using Keywords
    • Content: Using Keywords
    • 35. Content: Using Keywords
    • 36. Popularity: Gaining Links
      • Social media
      • 37. Video/Photo sharing
      • 38. Wikis
      • 39. Blogs and comments
      • 40. Press releases
      • 41. Click here vs. Learn how to use meta keywords for your small business
    • Measuring Website Popularity
    • 42. Organic Search Pros
      No cost-per-click on search engines
      Greater credibility
      Typically incurs more traffic than pay-per-click
    • 43. 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
    • 44. Pay-Per-Click (PPC)
    • 45. Pay-Per-Click (PPC)
    • 46. Pay-Per-Click
      • Choosing keywords
      • 47. Popular words (typically general)
      • 48. Long tail approach (niche, qualified words)
      • 49. Analytics (understanding traffic)
      • 50. Google Analytics
      • 51. Conversion Tracking
      • 52. Managing for ROI
      • 53. Keyword evaluation for qualified visitors
      • 54. Keyword updates as popularity falls
    • PPC Pros
      Instant results
      Real-time keyword changes
      Any budget
      Geo-demographic targets
    • 55. PPC Cons
      Price of keywords
      Competition keyword use
      Determining which words to purchase
    • 56. Search Engine Marketing
    • 57. Social Media Marketing(SMM)
    • 58. Communication Paradigm Shift
      Smoke Signals
      Letters / Mail
      Mobile Phone
      Online Community
      Technology continues to change the way humans communicate professionally and socially
    • 59. 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?
    • 60. 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
    • 61. What is Social Media?
      Face to Face networking or Word-of-Mouth Marketingin a virtual world
    • 62. 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
    • 63. Social Media Timeline
    • 64. Popular Social Media Properties
    • 65. 50% of Social Media activity happens on properties you’ve never heard of.
    • 66. Social Media Usage in the US
    • 67. 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
    • 68. 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
    • 69. 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)
    • 70.
    • 71.
    • 72.
    • 73.
    • 74.
    • 75.
    • 76.
    • 77. Choosing Your Properties
      Know your market
      Appropriateness & etiquette
      Legal limitations & liabilities
    • 78. 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
    • 79. Positioning to be listening
      Developing your brand online
      Creating worthy content
      Viewing your brand as interactive
      Be prepared to listen
    • 80. 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
    • 81. Creating a Buzz: Blogs
      About 3 paragraphs
      Include media (photos & videos)
      Use links
    • 82. 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
    • 83. ROI Measurement:Qualitative
      Corporate reputation & brand awareness
      Conversation participation
      Build and maintain strong, positive relationships
      Thought leadership
      Market research value (can be quantitative)
    • 84. ROI Measurement:Quantitative
      Measure traffic
      Search engine optimization (SEO) -ranking
      Identified & created prospects
      Measure sales
      Market research value (also qualitative)
    • 85. Social Media Marketing Program
    • 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
      • 93. Forums, communities, wikis, niche networks
      • 94. Over 50% of all online social media conversations are on small, niche platforms that only specialized tools can find
    • Listening
    • 95. Popularity & Content
    • 96. Manners
    • 97. Monitoring: Radian6
    • 98. Monitoring: Google Analytics
    • 99. Monitoring: Google Alerts / tweetbeep
    • 100. Going Mobile
    • 101. 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
    • 102. “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.
    • 103. Questions?
      Thank you!
      Social Media Marketing