Internet Marketing Workshop for Your BusinessInternational Business Summit, Tampa, Florida – March 11, 2010<br />Michael V...
Who is Michael Vorel?<br /><ul><li>CEO / Founder Vastplanet Corporation, 1998
Ecommerce Development
Internet Marketing Management
Affiliate Marketing, Search, Advertising, Social Media, Email, Video
Consulting
 10 Years experience in computer industry
 International product marketing, sales, marketing, purchasing & management</li></li></ul><li>Agenda for Today’s Presentat...
Internet Marketing 
Action Plan </li></li></ul><li>“Marketing is the process of identifying a target market, defining what the market needs an...
Ask Yourself 4 Basic Questions<br />What business are we in?<br />Who are our customers?<br />What do they want that we ca...
5 Marketing Goals<br />Build strong bonds with customers by thanking them for their business. <br />Find out more about yo...
Word of Mouth Marketing<br />Give People a Reason to Talk About..<br />Be remarkable, repeatable, emotional <br />Ask peop...
Let’s Go Local for a Moment<br />My experience<br />VIP guest club<br />Email marketing<br />Creating advocacy<br />Being ...
Emails from Charley’s Steakhouse<br />8 emails since 12/5/09<br />Email incentives work<br />
Valentine’s Day Offer<br />
What’s the Next Step?<br />Image credit : uk-studentfinance.org<br />
Step 1 – Before Investing, Ask<br />Who are our customers?<br />What do they buy?<br />Who is our competition?<br />Why bu...
Step 2 – Let’s Talk Numbers<br />What is your total ad budget?<br />How is it broken down? <br />Traditional ads <br />New...
Step 3 – Let’s Talk Resources<br />Who handles your marketing?<br />How much time is spent on it?<br />Who follows up on p...
Step 4 – Let’s talk Sales<br />Do you know who your… <br />Prospects are?<br />Customers are?<br />Do you keep a database ...
Step 5 – Let’s Talk Conversion<br />What incentives can you use to encourage people to buy?<br />What additional products ...
OK – Ready for All This?<br />
Internet Marketing Today <br />Online Spend Surpasses Print!<br />32.5% of $368B will be spent on digital advertising<br /...
Online sites & services are converging on local markets
Ability to target ads by region, age, geo-location, interest
Social media impact
Mobile changing landscape
Video viewing up 50%</li></ul>Source: Outsells Advertising Study, Dec 2009<br />
Social Media<br /><ul><li>Facebook (connect with friends & business)
Twitter (what are you doing now in 140 characters)
Foursquare (where are you located right now?)
Linkedin(online resume, business groups)
Google (search, paid ads, local ads, mobile ads, etc)
YouTube (user generated videos, business videos)
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Internet Marketing & Social Media | Michael Vorel | International Business Summit

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Michael Vorel, CEO of Vastplanet.com presents on Internet Marketing and Social Media for the International Business Summit in Tampa, Florida. Covers marketing 101, internet marketing, local marketing and social media trends that a business can use.

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Internet Marketing & Social Media | Michael Vorel | International Business Summit

  1. 1. Internet Marketing Workshop for Your BusinessInternational Business Summit, Tampa, Florida – March 11, 2010<br />Michael Vorel<br />CEO, Vastplanet Corporation<br />
  2. 2. Who is Michael Vorel?<br /><ul><li>CEO / Founder Vastplanet Corporation, 1998
  3. 3. Ecommerce Development
  4. 4. Internet Marketing Management
  5. 5. Affiliate Marketing, Search, Advertising, Social Media, Email, Video
  6. 6. Consulting
  7. 7. 10 Years experience in computer industry
  8. 8. International product marketing, sales, marketing, purchasing & management</li></li></ul><li>Agenda for Today’s Presentation<br /><ul><li>Marketing 101
  9. 9. Internet Marketing 
  10. 10. Action Plan </li></li></ul><li>“Marketing is the process of identifying a target market, defining what the market needs and organizing a viable and profitable means to meet that end”<br />Effective Marketing by Peter Hingston<br />
  11. 11. Ask Yourself 4 Basic Questions<br />What business are we in?<br />Who are our customers?<br />What do they want that we can provide?<br />What information do they require?<br />Resource credit : Relationship Marketing – Roger Parker<br />Image credit : www.propeg.co.uk<br />
  12. 12. 5 Marketing Goals<br />Build strong bonds with customers by thanking them for their business. <br />Find out more about your customers needs. <br />Provide an incentive for additional purchases.<br />Plant the seed for future business.<br />Provide customers with tools they need to become your advocates.<br />Image credit : askmissa.com<br />Resource credit : Relationship Marketing – Roger Parker<br />
  13. 13. Word of Mouth Marketing<br />Give People a Reason to Talk About..<br />Be remarkable, repeatable, emotional <br />Ask people to tell friends (talkers)<br />No one leaves without something to share<br />Create VIP programs (tools)<br />Create fans<br />Who excels at this?<br />Ritz Carlton<br />Maker’s Mark<br />Apple<br />Image credit : freshglue.com<br />Resource credit : Word of Mouth Marketing – Andy Sernovitz<br />
  14. 14. Let’s Go Local for a Moment<br />My experience<br />VIP guest club<br />Email marketing<br />Creating advocacy<br />Being remarkable<br />
  15. 15. Emails from Charley’s Steakhouse<br />8 emails since 12/5/09<br />Email incentives work<br />
  16. 16. Valentine’s Day Offer<br />
  17. 17. What’s the Next Step?<br />Image credit : uk-studentfinance.org<br />
  18. 18. Step 1 – Before Investing, Ask<br />Who are our customers?<br />What do they buy?<br />Who is our competition?<br />Why buy from us vs. them?<br />How do we promote our products? <br />How does our competition promote?<br />Where do me make our money? With whom?<br />Where do we not make money? <br />What are we doing to attract new customers?<br />What are we doing to keep current ones?<br />Resource credit : Relationship Marketing – Roger Parker<br />Image credit : curtharding.wordpress.com<br />
  19. 19. Step 2 – Let’s Talk Numbers<br />What is your total ad budget?<br />How is it broken down? <br />Traditional ads <br />Newspaper, yellow page, magazine, radio<br />Displays, brochures, trade shows, etc.<br />Graphic design, printing, copy writing<br />Web site & blog<br />Now.. How much is spent on customer reinforcement?<br />How.. Can you reallocate your budget to include internet marketing?<br />Resource credit : Relationship Marketing – Roger Parker<br />Image credit : thedigeratilife.com<br />
  20. 20. Step 3 – Let’s Talk Resources<br />Who handles your marketing?<br />How much time is spent on it?<br />Who follows up on prospects?<br />How much time is spent prospecting?<br />What employees might be able to help?<br />Have you considered outsourcing? <br />Resource credit : Relationship Marketing – Roger Parker<br />Image credit : thebrandunion.co.za<br />
  21. 21. Step 4 – Let’s talk Sales<br />Do you know who your… <br />Prospects are?<br />Customers are?<br />Do you keep a database of them? <br />Are you collecting emails?<br />Do you know sales by customer?<br />Would your customers respond to a…<br />Personalized email or generic one<br />Tip: Always include a call to action! <br />Resource credit : Effective Marketing – Peter Hingston<br />Image credit: lpt.com.au<br />
  22. 22. Step 5 – Let’s Talk Conversion<br />What incentives can you use to encourage people to buy?<br />What additional products or services can be added?<br />Do you have time sensitive or seasonal products?<br />What are higher margin products? <br />How can you use the Internet to reduce overhead?<br />What can you bundle?<br />Can you make it easier to buy? i.e. Free parking, gift wrap, etc.<br />Can you capture email, birthdays, other for personalized targeting?<br />Resource credit : Relationship Marketing – Roger Parker<br />
  23. 23. OK – Ready for All This?<br />
  24. 24. Internet Marketing Today <br />Online Spend Surpasses Print!<br />32.5% of $368B will be spent on digital advertising<br />Email, video ads, display ads & search marketing<br />30.3% spent on print advertising<br />Magazine spend rises 1.9% to $9.4B<br />Digital ads up 9.6% in 2010<br />Trends<br /><ul><li>Economic forces requires innovative marketing
  25. 25. Online sites & services are converging on local markets
  26. 26. Ability to target ads by region, age, geo-location, interest
  27. 27. Social media impact
  28. 28. Mobile changing landscape
  29. 29. Video viewing up 50%</li></ul>Source: Outsells Advertising Study, Dec 2009<br />
  30. 30. Social Media<br /><ul><li>Facebook (connect with friends & business)
  31. 31. Twitter (what are you doing now in 140 characters)
  32. 32. Foursquare (where are you located right now?)
  33. 33. Linkedin(online resume, business groups)
  34. 34. Google (search, paid ads, local ads, mobile ads, etc)
  35. 35. YouTube (user generated videos, business videos)
  36. 36. Mobile (apps to find places, search, texts)
  37. 37. Blogging (connect business with customers)
  38. 38. MySpace (younger, music-oriented community)
  39. 39. Flickr (photo sharing)
  40. 40. Yelp (local business listing & reviews)</li></li></ul><li>Facebook<br /><ul><li>400M active users
  41. 41. #1 Most popular site by time/month (Yahoo #2, Google #3)
  42. 42. #2 Unique visitors/month (Google #1)
  43. 43. 133M unique visitors – Jan 2010
  44. 44. 50% login daily
  45. 45. 55 min/day avg. (Note - Nielson study said 7hr/month)
  46. 46. 1.5M Local business pages
  47. 47. 100M access by mobile
  48. 48. Tips
  49. 49. Use Facebook ads
  50. 50. Facebook fan page
  51. 51. Mobile location is coming</li></ul>Resource credit : Nielson Company study<br />
  52. 52. Facebook Ads<br /><ul><li>Target by Location, Age, Keyword</li></li></ul><li>Twitter<br /><ul><li>20M active users
  53. 53. 4.7M on mobile (+347%)
  54. 54. What’s happening now?
  55. 55. Individuals & Brands
  56. 56. Desktop & Mobile Users</li></li></ul><li>Twitter<br /><ul><li>Covers wide range of ages
  57. 57. Publish news, promotions
  58. 58. Mobile apps allow for pictures, attachments, RT (re-tweets)
  59. 59. Advertising is coming!</li></li></ul><li>Twitter Tips<br /><ul><li>Create account – Twitter.com
  60. 60. Search Twitter - http://search.twitter.com
  61. 61. Enhance Twitter - http://tweetdeck.com
  62. 62. Update Twitter, Facebook, MySpace and LinkedIn at one time
  63. 63. Tweet relevant, informative content, help
  64. 64. Would anyone tell a friend about this?</li></li></ul><li>Geo-Targeted Pull Campaign <br /><ul><li>Future of advertising!
  65. 65. Actual mobile location of user is located.
  66. 66. Display advertising to them that is relevant to location.
  67. 67. FourSquare, Google Buzz and soon Facebook</li></li></ul><li>Foursquare<br /><ul><li>Like Twitter but includes location (store, restaurant, event, etc.)
  68. 68. You check-in and tell your friends where you are.
  69. 69. Desktop & mobile users
  70. 70. Advertising options</li></li></ul><li>Google Buzz<br /><ul><li>Like Foursquare, Twitter & Gmail in One
  71. 71. buzz.google.com
  72. 72. Integrated into Google email
  73. 73. Desktop & mobile users
  74. 74. Advertising integrated</li></ul>Image credit : buzz.google.com<br />
  75. 75. Digital Ad Networks<br /><ul><li>Access multiple points of advertising through one campaign.
  76. 76. Broaden your reach to uncover new prospects.</li></ul>Image credit : creativeloafing.com<br />
  77. 77. Mobile Marketing<br /><ul><li>Innovative way to reach customers by phone
  78. 78. Texts used for discounts, alerts, surveys
  79. 79. Instant communication = instant response
  80. 80. Jamba Juice Marketing Post (potential marketing strategy)
  81. 81. Read: http://vastplanetblog.com/marketing-101-jamba-juice/</li></ul>Image credit : trumpia.com<br />
  82. 82. Google Ads<br /><ul><li>Paid search ads (PPC)
  83. 83. Local maps
  84. 84. Admob network</li></li></ul><li>Video<br /><ul><li> YouTube up 50%
  85. 85. Avg. viewer watched 93 videos in Jan of 32.4B YouTube videos
  86. 86. 173M users watched video</li></ul> Ideas<br /><ul><li> Tour of Business
  87. 87. Buying Guides
  88. 88. Welcome Video
  89. 89. Employee Video
  90. 90. Tip – Buy Flip Cam</li></ul>Image credit : Dr. Leo Krawetz – Podiatrist in Tampa, Florida, Zappos.com<br />
  91. 91. Web Site & Blogs<br /><ul><li>Benefits of Web Site
  92. 92. Great communication
  93. 93. Low cost
  94. 94. Reduce printing, ads, postage
  95. 95. Open 24/7
  96. 96. Free advertising in search
  97. 97. Benefits of Blog
  98. 98. Social media integrated
  99. 99. Search engines favor
  100. 100. 5 Customer Stages
  101. 101. Introduction
  102. 102. Comparison
  103. 103. Transaction
  104. 104. Reinforcement
  105. 105. Advocacy</li></ul>Web Sites are Collectors<br /><ul><li>Sales, Leads, Referrals
  106. 106. Questions & Feedback
  107. 107. Complaints</li></ul>Tip – addthis.com – free sharing tool<br />Resource credit : Relationship Marketing – Roger Parker<br />
  108. 108. Ideas…<br /><ul><li>Combination of print & digital network ads
  109. 109. Email marketing
  110. 110. Social media
  111. 111. Facebook fan page
  112. 112. Twitter
  113. 113. Foursquare
  114. 114. Google buzz
  115. 115. Mobile texting
  116. 116. Barters
  117. 117. Coupons
  118. 118. Sponsors / events
  119. 119. Google alerts</li></ul>Image credit : jambajuice.com<br />
  120. 120. Strategies to Implement<br />Review <br />Actions<br />Marketing Questions<br /><ul><li>What business are we in?
  121. 121. Who are our customers?
  122. 122. What do they want that we can provide?
  123. 123. What information do they require?</li></ul>Marketing Goals<br /><ul><li>Thank customers
  124. 124. Provide incentives
  125. 125. Plant seed for future business
  126. 126. Create advocates</li></ul>Steps to Follow<br /><ul><li>Before investing, ask
  127. 127. Let’s talk numbers
  128. 128. Let’s talk resources
  129. 129. Let’s talk sales
  130. 130. Let’s talk conversions
  131. 131. Update web site
  132. 132. Google ads
  133. 133. Digital ad networks
  134. 134. Mobile texting
  135. 135. Facebook fan page
  136. 136. Facebook ads
  137. 137. Twitter / Twitter search
  138. 138. Foursquare
  139. 139. Google Buzz
  140. 140. Email newsletter
  141. 141. Create video</li></li></ul><li>Thank You<br />Michael Vorel<br />Vastplanet Corporation<br />michael@vastplanet.com<br />phone: 813-679-2660<br />

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