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

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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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  • 1. IT and Marketing Bill Balderaz Founder and Chief Optimism Officer Webbed Marketing
  • 2. 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
  • 3. 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)
  • 4. Agenda
    • What is integrated marketing?
    • Approaches to measuring online marketing
    • Online marketing case studies
    • Summary
  • 5. 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
  • 6. Integrated Marketing
  • 7. What is Integrated Marketing
    • Start with the Goal
    • Define your Customer
    • Develop your Message
    • Let Customer and Message drive your Channel and Creative
  • 8. 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
  • 9. 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.”
  • 10. The Preacher vs. The Cab Driver
  • 11. Assumption #1: Yes, This Matters in B2B Source: Forrester Research
  • 12. Assumption #2: Yes, This Matters in the Consumer Space Source: BrandWeek
  • 13. Measuring Online Marketing Campaigns
  • 14. 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
  • 15. The Webbed Marketing Scorecard
  • 16. 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
  • 17. 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!
  • 18. Just Give Me A Number
  • 19. Just Give Me A Number (OK, now I need more details)
  • 20. Case Studies Measuring ROI
  • 21. 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
  • 22. 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
  • 23. Case Study #1 - Moochie & Co.
  • 24. Case Study #1 - Moochie & Co.
  • 25. 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
  • 26. Case Study #2 - Shizuka New York
    • Following Word of Mouth program:
      • Mention on Jay Leno
      • Mention on CNN
      • Home page of CNN.com
      • E! “The Soup”
      • The Hollywood Reporter
  • 27. Case Study #2 - With a Compelling Hook
    • Highlighting “Bird Poop Facials”
  • 28. Case Study #2 - Setting Goals
    • Branding and awareness
    • Increased site traffic
    • New clients
  • 29. Case Study #2 - SEO Press Release
  • 30. Case Study #2 - Blogger Outreach
  • 31. Case Study #2 - Video
    • The YouTube Geisha Facial video – 20,000+ views
  • 32. Case Study #3 – Romantic Makeover
  • 33. Case Study #3 – Romantic Makeover
  • 34. 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”
  • 35. 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
  • 36. 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
  • 37. Case Study #4 – Media Relations/Awareness
    • Let traditional media drive online efforts
  • 38. 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
  • 39. Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
  • 40. 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
  • 41. Case Study #4 – Widespread Media Coverage
  • 42. 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
  • 43. Be The Cab Driver!
  • 44. 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!
  • 45. Bill Balderaz Webbed Marketing www.webbedmarketing.com @bbalderaz