Internet Marketing Now: New Tools & Trends Instructor: Susan Barnes SFSU CEL Integrated Marketing Program April, 2009

INTRODUCTION

It’s 2009: What Happened? Image courtesy of eHow

Image courtesy of eHow

Let’s do some marketing Television Radio Print Billboards Public Relations Advertising Trade Shows

Television

Radio

Print

Billboards

Public Relations

Advertising

Trade Shows

Broadcast on mass

Consumers want control

Along came the Internet… Blogging Social Networking Photos & Videos A Website with Search Engine presence (Google, Yahoo, MSN) Email Marketing Games and Virtual Worlds Mobile Access User Generated Content

Blogging

Social Networking

Photos & Videos

A Website with Search Engine presence (Google, Yahoo, MSN)

Email Marketing

Games and Virtual Worlds

Mobile Access

User Generated Content

Internet Marketing!

Internet Marketing? Blogging Social Networking Posting Photos & Videos A Website with Search Engine presence (Google, Yahoo, MSN) Email Marketing Games and Virtual Worlds Mobile Access User Generated Content

Blogging

Social Networking

Posting Photos & Videos

A Website with Search Engine presence (Google, Yahoo, MSN)

Email Marketing

Games and Virtual Worlds

Mobile Access

User Generated Content

What is Internet Marketing today?

What was Web 1.0.? Static websites Content still pushed One voice Brochure-ware Examples of 1.0 Sites?

Static websites

Content still pushed

One voice

Brochure-ware

Examples of 1.0 Sites?

What is Web 2.0.? { One to One… One to Many… Many to Many

What is Web 2.0.? { One to One… One to Many… Many to Many Image source: Wikipedia: http://en.wikipedia.org/wiki/File:Web_2.0_Map.svg

What is Web 2.0.? Listening Sharing Participating Voting Communicating Connecting Collaborating { One to One… One to Many… Many to Many

Listening

Sharing

Participating

Voting

Communicating

Connecting

Collaborating

What is Web 2.0.? Personal { One to One… One to Many… Many to Many

Personal

What is Web 2.0 ? It’s social It’s conversation It’s dialog It’s participation

It’s social

It’s conversation

It’s dialog

It’s participation

The Funnel Reversed Regular people have a voice Your customers have something to say People are listening to each other

Regular people have a voice

Your customers have something to say

People are listening to each other

What does it all mean? “Content is the new democracy, and we the people are ensuring that our voices are heard” SOURCE: Brian Solis - The Social Media Manifesto

“Content is the new democracy, and we the people are ensuring that our voices are heard”

It’s Social

Social Media People are listening People are following People are voting People are friending People are watching People are talking

People are listening

People are following

People are voting

People are friending

People are watching

People are talking

The Conversation Prism By Brian Solis of PR 2.0. - http://www. briansolis .com/2008/08/introducing-conversation-prism.html

Source: Beth Kanter – Creating Your Own Social Media Strategy Map So How Do We Do It?

Listen What’s being published about you or your competition? Who’s tweeting about you or your industry? Keep track of the best content In your field with ease What are the top bloggers talking about?

Participate

Share Blogs Podcasts

Buzz Up And many more on

Network

What are the benefits? Build trust Build followers Add opportunities for people to find you Increase links to your website Search engine ranking improvement Increase brand awareness

Build trust

Build followers

Add opportunities for people to find you

Increase links to your website

Search engine ranking improvement

Increase brand awareness

What are the benefits? Trust Friends Networks of personal connections Fun It’s all about… YOU!

Trust

Friends

Networks of personal connections

Fun

It’s all about… YOU!

What are the benefits? No not YOU! … It’s all about YOUR CUSTOMER!

No not YOU! … It’s all about

Who Are You Talking To Who Are You Talking With ? Where does your audience spend most of their time online? Why do they spend their time there? Who are they? Who are your fans? Who are your enemies? How do you start conversations with both of these groups?

Where does your audience spend most of their time online?

Why do they spend their time there?

Who are they?

Who are your fans?

Who are your enemies?

How do you start conversations with both of these groups?

What works well? Socially conscious topics go viral Ideas that spread win Funny, humorous, entertaining content Inspirational stories New and cool stuff

Socially conscious topics go viral

Ideas that spread win

Funny, humorous, entertaining content

Inspirational stories

New and cool stuff

Case Study: Integration

The experience Saw a tweet about Earthhour on Twitter Saw a link shared on Facebook Went to the Earthhour.org website Was impressed by the integration Joined the group Tweeted about it Posted an update about it on Facebook Told all my friends to turn the light off at 8:30 p.m.

Saw a tweet about Earthhour on Twitter

Saw a link shared on Facebook

Went to the Earthhour.org website

Was impressed by the integration

Joined the group

Tweeted about it

Posted an update about it on Facebook

Told all my friends to turn the light off at 8:30 p.m.

Opportunities to get involved Flickr - take a photo and upload it YouTube - take a video and upload it Blog about it Tweet about it Follow on your favorite social site

Flickr - take a photo and upload it

YouTube - take a video and upload it

Blog about it

Tweet about it

Follow on your favorite social site

Social Feed

Results Flickr - 107 photos | 2,126,400 views between 10 Feb 2008 & 28 Mar 2009. YouTube - 39 videos in the Channel 1,057,579 views on the main video 2,398 ratings and 4,127 comments Facebook - 820,069 members and 67,254 fans Twitter - 13,104 followers MySpace - 12,100 friends Social Feed - 14,031 people

Flickr - 107 photos | 2,126,400 views between 10 Feb 2008 & 28 Mar 2009.

YouTube - 39 videos in the Channel 1,057,579 views on the main video 2,398 ratings and 4,127 comments

Facebook - 820,069 members and 67,254 fans

Twitter - 13,104 followers

MySpace - 12,100 friends

Social Feed - 14,031 people

Results Did this campaign build awareness? How many people turned their lights off?

Did this campaign build awareness?

How many people turned their lights off?

The Tools & Trends

Fish where the fish are Fish where the fish are

Quantcast Rankings

The “Share” Economy “ We are entering the share economy.” -- Catarina Fake (Founder of Flickr) at Davos 2007

Sharing Sites Photo Uploads*: 10 billion 6.2 billion 2 billion - 100s of millions of videos watched a day - 100s of thousands of uploaded videos daily. - Every minute, ten hours of video is uploaded. Share your PowerPoint Presentations on http://www.rotorblog.com/2008/10/15/facebook-photos-hits-the-10-billion-mark/ *

Facebook or MySpace?

Facebook

Facebook As of 02/19/2009 - 5,498,326 supporters 578,487 wall posts 44 videos in YouTube box 171,924 fans of the Obama application

As of 02/19/2009 - 5,498,326 supporters

578,487 wall posts

44 videos in YouTube box

171,924 fans of the Obama application

Facebook Statistics Statistics are changing daily with more than 200 million users as of April 8th, 2009. What are people doing?

Facebook

Facebook

Facebook

Facebook

Facebook

Facebook Ads

Facebook Facebook Tips: People are there to have fun and connect, so engage, entertain and enable Create a reason to share your content or application Make something entertaining or emotional Encourage conversation - respond, reward and repeat (and retweet) Participate

Facebook Tips:

People are there to have fun and connect, so engage, entertain and enable

Create a reason to share your content or application

Make something entertaining or emotional

Encourage conversation - respond, reward and repeat (and retweet)

Participate

YouTube Will It Blend? Who’s watching ? 3,540,455 views since October 2006

Will It Blend?

Who’s watching ?

YouTube Where the Hell is Matt? 20,258,969 views since June 2008?

Where the Hell is Matt?

YouTube Where the Hell is Matt? 72,593 views

Where the Hell is Matt?

YouTube and Viral Video http://www.youtube.com http://www.viralvideocharts.com http://www.vimeo.com http://www.revver.com http://www.justin.tv

YouTube and Viral Video Why does this video (March 2007) get so much more traffic than this one (November 2007)? Video A Video B 12,381,106 views 1,925 views 37,031 ratings 5 ratings

YouTube and Viral Video Why does this Water conservation PSA work better than this Water conservation video? Video A Video B 336,375 views 1,350 views 87 ratings 1 rating

YouTube and Viral Video Why does this street performer spread better than this one ? Video A Video B 21,690 views 15 views 40 ratings 0 rating

YouTube and Viral Video Know your audience. Who are you talking with? Who are you entertaining? Who’s at your party?

What are your demographics? Go find out at http://www.quantcast.com Or http://www.compete.com

YouTube Contests Lipton Free Your Y YouTube Symphony KikkinItwithKikkoman Design Squad OneRepublic "Apologize" Cover Contest Winner

Twitter Stats 1,425,599,999 - number of Tweets to date (see an up to the minute count here ) 3,000,000 - number of Tweets/day(March 2008) (from TechCrunch ) 165,414 - number of followers of the most popular Twitter user (@ BarackObama ) - but he’s not active 86,078 - number of followers of the most active Twitter user ( @kevinrose ) 63% - percentage of Twitter users that are male (from Time ) SOURCE: 49 Amazing Social Media, Web 2.0 and Internet Stats http://www.twitter.com

Stats

1,425,599,999 - number of Tweets to date (see an up to the minute count here )

3,000,000 - number of Tweets/day(March 2008) (from TechCrunch )

165,414 - number of followers of the most popular Twitter user (@ BarackObama ) - but he’s not active

86,078 - number of followers of the most active Twitter user ( @kevinrose )

63% - percentage of Twitter users that are male (from Time )

SOURCE: 49 Amazing Social Media, Web 2.0 and Internet Stats

Twitter SOURCE: Marketing Charts One in ten American Adults are tweeting

Twitter http://www.twitter. com/sfbart

Twitter Remember you only have 140 characters Share URLs by shortening them on http://www.tinyurl.com or similar Listen and Share Don’t use multiple tweets for a post – write a blog instead Experiment with different Twitter management tools, like Tweetdeck, Twitterific, Twhirl, Seesmic Customize your background

Remember you only have 140 characters

Share URLs by shortening them on

http://www.tinyurl.com or similar

Listen and Share

Don’t use multiple tweets for a post – write a blog instead

Experiment with different Twitter management tools, like Tweetdeck, Twitterific, Twhirl, Seesmic

Customize your background

Twitter: What to post Value: Instructional content Breaking news Warnings Give-aways and contests Questions open the dialog

Value:

Instructional content

Breaking news

Warnings

Give-aways and contests

Questions open the dialog

Twitter: Codes @Reply = at Reply RT = Retweet DM = Direct Message (Private) #hashtag = Tag a message TwitterFeed = Your stream of tweets Tweet = a post on twitter (140 char)

@Reply = at Reply

RT = Retweet

DM = Direct Message (Private)

#hashtag = Tag a message

TwitterFeed = Your stream of tweets

Tweet = a post on twitter (140 char)

Twitter: Codes @Reply = at Reply (say thanks, shout out to, reference) ev

@Reply = at Reply (say thanks, shout out to, reference)

Twitter: Codes RT = Retweet (repeat, share, vote up, point out)

RT = Retweet (repeat, share, vote up, point out)

Twitter: Codes DM: Direct Message (this is a private message that does not show up on the recipients feed)

DM: Direct Message (this is a private message that does not show up on the recipients feed)

Twitter: Codes #hashtag - A way to tag tweets so that it is easy to find with others about a similar topic See http://search.twitter.com

#hashtag - A way to tag tweets so that it is easy to find with others about a similar topic See http://search.twitter.com

What can we do with Twitter? Three C’s: 1. Conversations 2. Connections 3. Contests Start conversations Build base of connections/friends/followers Hold contests

Three C’s:

1. Conversations

2. Connections

3. Contests

Start conversations

Build base of connections/friends/followers

Hold contests

Conversations on Twitter? Follow people and engage in conversation Think: cocktail party Introduce yourself, be polite and friendly

Follow people and engage in conversation

Think: cocktail party

Introduce yourself, be polite and friendly

Connections on Twitter? Find people similar interests http://search.twitter.com Listen, respond and follow Retweet and @Reply

Find people similar interests

http://search.twitter.com

Listen, respond and follow

Retweet and @Reply

Listen and Respond

Listen and Respond

Contests on Twitter? http://www.twiveaway.com/ TurboTax’s MySpace, Facebook and Twitter awareness building contest

http://www.twiveaway.com/

TurboTax’s MySpace, Facebook and Twitter awareness building contest

Fun on Twitter 10 Most Extraordinary Twitter Updates

10 Most Extraordinary Twitter Updates

Twitter Rankings and Grades http://twitter.grader.com http://www.twitrank.com

http://twitter.grader.com

http://www.twitrank.com

Photo Sharing - Tagging with keywords: One more way for your information to be found in a search A great way to share your photos with lots of people Flickr photo by Lucian Badea

Photo Sharing briansolis

Photo Sharing

Blogs

Blogs Pros Search Engine Friendly Fresh Open Door Cons Updating time Content Management If you can write - WRITE dude, WRITE!

Pros

Search Engine Friendly

Fresh

Open Door

Cons

Updating time

Content

Management

Professional Social Networks Think QUALITY over quantity. Good Article: http://www. socialedge .org/discussions/marketing-communication/pumping-up-your-professional-network

LinkedIn Think QUALITY over quantity. Build your network. Join groups. Ask and answer questions. Add your URL. Update your status. Good Article: http://www. socialedge .org/discussions/marketing-communication/pumping-up-your-professional-network

Think QUALITY over quantity.

Build your network.

Join groups.

Ask and answer questions.

Add your URL.

Update your status.

LinkedIn Case Study: Peter Kuperman

Reusing Information There is a lot of noise out there It’s ok to repeat (or retweet) yourself a few times Sharing is good Remember that content is always king and queen Always offer value

There is a lot of noise out there

It’s ok to repeat (or retweet) yourself a few times

Sharing is good

Remember that content is always king and queen

Always offer value

Where the Hell is Gavin Newsom?

Wrap-up

Secret Success Strategy Participation is Marketing

Secret Success Strategy Be You Be Patient Be Everywhere (that makes sense and you have time for) And most of all…

Participate

Broadcast Listen Do your homework Understand who your market is Learn from others’ mistakes Respond

Do your homework

Understand who your market is

Learn from others’ mistakes

Respond

Wait Participate The Secret: Participation is marketing Build your brand Build your credibility Listen Participate Discuss

The Secret: Participation is marketing

Build your brand

Build your credibility

Listen

Participate

Discuss

Expect Engage Entertainment Rules Trust Trumps All Relationships are Real Be Transparent Be Authentic Be Fun and Have Fun

Entertainment Rules

Trust Trumps All

Relationships are Real

Be Transparent

Be Authentic

Be Fun and Have Fun

Remember the Secret? Image courtesy of susancartierliebel.typepad.com

Remember the Secret? It’s no longer about marketing, it’s about relationships and trust.

Remember the Secret? You can’t win if you don’t play the game.

Thank You! [email_address] http://twitter. com/susby http://www.linkedin.com/in/susanbarnes Phone/SMS: (415) 305-6403 Your class WIKI: http://imnow.wetpaint.com