Bowling Green Internet Marketing Class Lecture
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Bowling Green Internet Marketing Class Lecture



Bill Balderaz, President of Webbed Marketing, talks to a BGSU Marketing class about Internet Marketing.

Bill Balderaz, President of Webbed Marketing, talks to a BGSU Marketing class about Internet Marketing.



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    Bowling Green Internet Marketing Class Lecture Bowling Green Internet Marketing Class Lecture Presentation Transcript

    • IT and Marketing Bill Balderaz Founder and Chief Optimism Officer Webbed Marketing
    • Online Marketing
      • Digital marketing will account for 24% of overall marketing spend this year
      • 28% of firms are shifting at least some of their overall marketing budgets from traditional to digital channels
      • 42% say they are planning to keep this budget the same as it was in 2009. Only 13% say they are planning to decrease overall marketing budget
      • 64% plan to increase budgets for search engine optimization
      • 51% plan to increase budgets for paid search marketing
      • 70% are planning to increase their budgets for off-site social media such as Facebook and Twitter
    • Traditional and Broadcast Advertising
      • This year, just 17% say they are increasing their print media budgets, compared to 41% who are decreasing spending
      • In the first half of 2009, the average marketing budget was cut 15% (IDC) aditional media (Marketing Profs)
    • Agenda
      • What is integrated marketing?
      • Approaches to measuring online marketing
      • Online marketing case studies
      • Summary
    • Webbed Marketing
      • Using the Internet to grow organizations
      • Provide goal-oriented online marketing, advertising and public relations
      • 65+ clients across the US and Europe
      • Based in Columbus,OH
    • Integrated Marketing
    • What is Integrated Marketing
      • Start with the Goal
      • Define your Customer
      • Develop your Message
      • Let Customer and Message drive your Channel and Creative
    • Brand Focused vs Social Media Focused Brand Focused VS Social Media Focused Brands telling their story Joining a conversation Carefully defined and controlled Consumers defining your brand Being perfect Being genuine
    • Brand Focused vs. Social Media Focused
      • “ Yes, it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.”
    • The Preacher vs. The Cab Driver
    • Assumption #1: Yes, This Matters in B2B Source: Forrester Research
    • Assumption #2: Yes, This Matters in the Consumer Space Source: BrandWeek
    • Measuring Online Marketing Campaigns
    • Clear Goals
      • Can’t measure “more buzz”
      • Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%
      • Take baseline metrics before campaign starts
        • SEO metrics, social media metrics
      • Break metrics down into quantifiable goals
        • Mentions in blogs, social networks, links to the site…
      • You can quantify metrics
    • The Webbed Marketing Scorecard
    • The Webbed Marketing Scorecard
      • Tracks “micro goals” that funnel into strategic goals
      • In bound links, blog mentions, presence on social networks, traffic numbers, Web mentions and other measurable metrics funnel into strategic goals
      • Provide real evidence of measurable improvement
      • Provide direction on where to focus efforts
    • Spiderfly
      • Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media?
      • Internet Marketing Team: How do I diagnose key social media and search metrics for my Web site and my competitors’ sites?
      • Public Relations: What is my real-time blogger buzz, and how does that benchmark against my historical performance and competitors?
      • CEO: Just give me one number!
    • Just Give Me A Number
    • Just Give Me A Number (OK, now I need more details)
    • Case Studies Measuring ROI
    • Case Study #1 - Moochie & Co.
      • A specialty Web and mall pet gift and accessories retailer
      • Highly-targeted market, highly-competitive industry, limited advertising budget
      • Consumers and influencers are heavy Web users
    • Case Study #1 - Moochie & Co.
      • Press releases timed with high search volume, high media attention topics
        • “ I Love My Mommy” t-shirt near Mother’s Day
        • “ Take Your Dog to Work” campaign
        • “ I Have Two Daddies” campaign
        • “ MySpace for Cats & Dogs”
      • Highly-targeted market, highly=competitive industry, limited advertising budget
    • Case Study #1 - Moochie & Co.
    • Case Study #1 - Moochie & Co.
    • Case Study #2 - Shizuka New York
      • Located in Midtown Manhattan
      • Cosmetology & skin care with “Eastern Holistic Knowledge”
      • Featured in international media including Marie Claire, Shape, Vogue and Harpers Bazaar
    • Case Study #2 - Shizuka New York
      • Following Word of Mouth program:
        • Mention on Jay Leno
        • Mention on CNN
        • Home page of
        • E! “The Soup”
        • The Hollywood Reporter
    • Case Study #2 - With a Compelling Hook
      • Highlighting “Bird Poop Facials”
    • Case Study #2 - Setting Goals
      • Branding and awareness
      • Increased site traffic
      • New clients
    • Case Study #2 - SEO Press Release
    • Case Study #2 - Blogger Outreach
    • Case Study #2 - Video
      • The YouTube Geisha Facial video – 20,000+ views
    • Case Study #3 – Romantic Makeover
    • Case Study #3 – Romantic Makeover
    • Case Study #3 – Press Release
      • #1 on Google News for “Hocking Hills”
      • #1 on Google News for “outdoors getaway”
      • #1 on Google News for “vacation contest”
      • #1 on Google News for “worst gift ever”
      • #2 on Google News for “makeover”
      • #5 on Google News for “outdoor vacation”
    • Case Study #3 – Online Promotion
      • Contest on Facebook page to promote contest and host entries and votes
        • 887 fans
        • 151 Total wall posts
        • 139 Contest submissions
        • 559 Total likes/votes
        • 4,242 Total pageviews
    • Case Study #4 – National Council (non-profit)
      • A national organization representing mental and behavioral health
      • Goals around media coverage, awareness and membership recruitment and retention
      • Partnering with internal team and other partners
    • Case Study #4 – Media Relations/Awareness
      • Let traditional media drive online efforts
    • Case Study #4 – Media Relations/Awareness
      • The campaign generated a large volume of traffic looking for sources
      • A media alert was drafted and posted on The National Council Web site, and sent to traditional media
    • Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
    • Case Study #4 – Online Programs Drive Traditional Media Coverage
      • When The National Council built a presence on SecondLife, we pitched it to bloggers
      • Posted to online newswires
      • Communicated via social networks
      • All while the public relations group pitched to traditional media
    • Case Study #4 – Widespread Media Coverage
    • Summary
      • Focus on the goal first
      • Define the end consumer, think beyond the buyer
      • Determine a compelling message
      • Don’t pre-determine channel and creative
      • Measure, measure, measure
    • Be The Cab Driver!
    • Take Aways
      • Listening is more important than talking
      • Don’t think about numbers for the sake of numbers, correlate numbers to business objectives
      • Influence the influencers
      • Join the conversation; remember it’s a dialogue, not a monologue!
    • Bill Balderaz Webbed Marketing @bbalderaz