Internet marketing channels and trends

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Online marketing is no longer just about managing websites - it's about managing many social media channels. What should marketers consider, for different channels? What are the advantages and risks? …

Online marketing is no longer just about managing websites - it's about managing many social media channels. What should marketers consider, for different channels? What are the advantages and risks? A guest lecture I gave at the University of Canberra in Sep 2010

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  • How do you see your future role, in working with these various channels?

Transcript

  • 1. Internet marketing More than a good website Wendy Pang Web Project Manager Attorney-General’s Department
  • 2. AGD channels
    • Over 30 websites
      • Family Relationships Online
      • Film Classification Board
      • National Security
      • Emergency Management
    • No official Facebook, Twitter or blog yet
    • Official YouTube
    • Recognised LinkedIn group
  • 3. Which channel? http://www.marketingpilgrim.com/wp-content/uploads/2010/08/CMO-SOCIAL-LANDSCAPE-R5.jpeg
  • 4. Facebook business page
    • 9,186,300 people like this!
  • 5. Twitter for customer service
  • 6. Twitter for reputation management
  • 7. YouTube – viral ads
    • 19,724,107 views
    http://www.youtube.com/watch?v=owGykVbfgUE
  • 8. Your customers need to find your website
    • Organic
      • Organic search
      • Word of mouth (social media)
    • Controlled
      • Search engine optimisation (SEO)
      • Advertisements
      • Driving traffic
      • Word of mouth
  • 9. Word of mouth – social media
    • Blogs
    • Facebook
    • Twitter
  • 10. Twitter drives traffic
    • Generates excitement
    • Lead people to your website
    • Paid promos
  • 11. Advertisements
    • Google Adwords
    • Facebook social ads
    • Twitter paid promotions
    • YouTube ads
  • 12. Facebook social ads Source: Facebook. Graphic from Nielsen
    • Facebook Ads Manager
  • 13. Search engine optimisation - SEO
    • Google
      • 87% Australian searches
      • Google Adwords
  • 14. Google Analytics
    • Measure campaigns
    • Set goals
    • See trends
    http://sixrevisions.com/website-management/search-analysis-with-google-analytics/
  • 15. Measure everything
    • How successful is your
    • market funnel?
    http://www.lunametrics.com/blog/2010/06/04/segment-goal-funnel-google-analytics
  • 16. Measure blog traffic http://wordpress.org/extend/plugins/google-analytics-for-wordpress/stats/
  • 17. Trend: Realtime
    • www.google.com/realtime
  • 18. Google Realtime
    • Trend graph
  • 19. Trend: Localisation
    • Google Maps – claim your business location
    • iPhone
  • 20. Trend: iPhone
    • How well does your website work on an iPhone?
    • Localisation – mobile search
  • 21. Which channel for what? http://www.marketingpilgrim.com/wp-content/uploads/2010/08/CMO-SOCIAL-LANDSCAPE-R5.jpeg
  • 22. Questions?
    • Wendy Pang
    • www.delicious.com/wendyp5