Get the best from the web Part Two Pres


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Presentation part 2
Do you want to get your site seen by search engines and to drive more traffic to your site? Or do you wish you could get better value from the visitors you are getting? Maybe you read the press and are wondering whether Twitter or facebook can help your business?

If the answer is "yes" to any of these then this presentation is for you:

Understand search engines and how to attract them to your website
Develop online and offline marketing strategies
Use the internet to create a powerful prospect database
Build your brand and attract visitors online
And understand how to use cost effective internet communications

Published in: Technology, Business
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Get the best from the web Part Two Pres

  1. 1. Welcome Back November 2009 Internet marketing, SEO, Social Networks and more… Getting the best from the web
  2. 2. Where are we? Targetometer
  3. 3. Agenda <ul><li>Part One </li></ul><ul><ul><li>Introduction and background </li></ul></ul><ul><ul><li>Search Engine Optimisation (on site) </li></ul></ul><ul><ul><li>Generating Traffic Online (but off site) </li></ul></ul><ul><li>Break </li></ul><ul><li>Part Two </li></ul><ul><ul><li>Social Networking (on and off site) </li></ul></ul><ul><ul><li>Proactive Traffic Generation (Offline) </li></ul></ul><ul><ul><li>Integrated Marketing Campaigns </li></ul></ul><ul><li>Question time </li></ul>
  4. 4. What is Web 2.0 & Social Media? <ul><li>Hype (or jargon)? </li></ul><ul><li>Technology? </li></ul><ul><li>Change in attitude of users or the attitude of Web managers? </li></ul><ul><li>A web cop out or a way to give freedom to users? </li></ul><ul><li>A good thing or a bad thing? </li></ul><ul><li>Just another thing? </li></ul><ul><li>A fad? </li></ul>
  5. 5. Influential Opinions
  6. 6. Web 2.0 & Social Media & Social Networking <ul><li>Hard to define </li></ul><ul><li>Favourite “human interaction in a virtual world” </li></ul><ul><li>Technology / Attitude / Free </li></ul><ul><li>Web 2.0 technology provides instant communication </li></ul><ul><li>This technology and new attitude allows user generated content (UGC) </li></ul><ul><li>Social Media are the new online tools </li></ul><ul><li>Social Networking is what we do </li></ul>
  7. 7. Get on board now or be left behind
  8. 8. Get aboard or be left behind Loads x Lots of people
  9. 9. We say… <ul><li>Don’t ignore it </li></ul><ul><li>Great opportunity </li></ul><ul><li>Don’t let it dazzle </li></ul><ul><li>Keep a business focus and marketing perspective </li></ul><ul><li>Remember the Golden Rules </li></ul>
  10. 10. Who’s using Social Networks? (Ofcom) <ul><li>30% of British adults have a Social Networking profile (up from 21% in 2007) </li></ul><ul><li>50% of users have a Facebook account – 6 hours per month from 4 hours last year </li></ul><ul><li>BUT… </li></ul><ul><li>5% drop in 15 – 24 year olds using Social Network sites </li></ul><ul><li>Usage is increasing and getting older </li></ul>
  11. 11. User types (Forrester – Sean Corcoran) <ul><li>Creators </li></ul><ul><li>Collectors </li></ul><ul><li>Critics </li></ul><ul><li>Joiners </li></ul><ul><li>Spectators </li></ul>
  12. 12. Strengths <ul><li>Personal </li></ul><ul><li>Validated </li></ul><ul><li>Credible </li></ul><ul><li>Engaging </li></ul><ul><li>Viral </li></ul>
  13. 13. Increasing importance in SEO of: <ul><li>External Linking </li></ul><ul><li>Web Footprint / Presence </li></ul><ul><li>Authority </li></ul><ul><li>Theme and Relevance </li></ul><ul><li>Social Networking sites are seen to rank highly </li></ul>
  14. 14. What do we use Social Networks for? <ul><li>Collaboration </li></ul><ul><li>Recruitment </li></ul><ul><li>Marketing and Focus groups </li></ul>
  15. 15. Marketing <ul><li>Traffic generation and search </li></ul><ul><li>Marketing </li></ul><ul><ul><li>Brand positioning </li></ul></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>Leads </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><ul><li>Customer interaction </li></ul></ul><ul><ul><li>Retention and reinforcement </li></ul></ul><ul><ul><li>Feedback </li></ul></ul>
  16. 16. Some (Social) Networks <ul><li>Blog (with links to your site) </li></ul><ul><li>Squidoo lens </li></ul><ul><li>MySpace </li></ul><ul><li>Facebook group </li></ul><ul><li>LinkedIn </li></ul><ul><li>Tagging (delicious, stumbleupon, Digg) </li></ul><ul><li>You Tube </li></ul><ul><li>Slideshare </li></ul><ul><li>Flickr </li></ul><ul><li>Twitter </li></ul><ul><li>Article Sites </li></ul><ul><li>PR Sites </li></ul><ul><li>Tradespace </li></ul><ul><li>Niche - Home Business Network / Mothers / etc.. </li></ul>
  17. 17. StumbleUpon
  18. 18. digg
  19. 19. delicious
  20. 21. Blog and blogging <ul><li>Easy to build - Wordpress </li></ul><ul><li>On site or off site? </li></ul><ul><li>Blog Directories/ Other blogs/ Your own site </li></ul><ul><li>Be interesting and not too salesy </li></ul><ul><li>Searchable Content </li></ul><ul><li>Couple of times a month </li></ul>
  21. 22. Facebook <ul><li>Business to Consumer </li></ul><ul><li>Mass market </li></ul><ul><li>“Give me a poke” or “Throw me a sheep”, “dude” </li></ul><ul><li>Fan Pages and Group Pages </li></ul><ul><li>Highly targeted advertising </li></ul><ul><li>Be personal but reflect your brand </li></ul><ul><li>Be interactive and get visitors involved </li></ul>
  22. 23. Linked in <ul><li>Older, but less well known? </li></ul><ul><li>Professionals </li></ul><ul><li>Business to Business </li></ul><ul><li>Company Profile Page </li></ul><ul><li>LinkedIn Answers </li></ul><ul><li>Market Research </li></ul><ul><li>Sales </li></ul>
  23. 24. Twitter for business <ul><li>Young(er), professional, new media savvy </li></ul><ul><li>Tweets: 140 characters, @username </li></ul><ul><li>Follow and Followers </li></ul><ul><li>Search and Retweet </li></ul><ul><li>Network! </li></ul><ul><li>Be first to know </li></ul><ul><li>Brand building, Support </li></ul><ul><li>Island bridge </li></ul><ul><li>Bio, reply to people, add links </li></ul><ul><li>Promote your feed </li></ul>
  24. 25. Tweetdeck
  25. 26. Innocent Facebook Search
  26. 27. Innocent facebook videos
  27. 28. Innocent on facebook
  28. 29. M&S Network Links
  29. 30. M&S Facebook
  30. 31. M&S facebook discussions
  31. 32. M&S facebook offers
  32. 33. M&S Twitter
  33. 34. Dell Community Pages
  34. 35. Dell Social Network Links
  35. 36. Dell Linkedin
  36. 37. Dell Twitter Groups
  37. 38. Dell Outlet Twitter
  38. 39. Dell Facebook
  39. 40. Dell facebook
  40. 41. Dell flickr
  41. 42. E&Y Careers facebook
  42. 43. GM Blog
  43. 44. Marmite Facebook
  44. 45. Marmite Facebook
  45. 46. Marmite facebook games
  46. 47. Marmite facebook promos
  47. 48. Marmite Website
  48. 49. Marmite on Youtube
  49. 50. Youtube <ul><li>All you need </li></ul><ul><ul><li>Camera </li></ul></ul><ul><ul><li>Aston Martin </li></ul></ul><ul><ul><li>Pair of trainers </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul>
  50. 51. What does this tell us? <ul><li>Problem driven </li></ul><ul><li>Objectives </li></ul><ul><li>Creative </li></ul><ul><li>Relevance </li></ul><ul><li>Resource </li></ul><ul><li>It Works!! </li></ul>
  51. 52. Who <ul><li>Fans </li></ul><ul><li>Interested customers </li></ul><ul><li>Regular users </li></ul><ul><li>Niche </li></ul><ul><li>We turn them into advocates </li></ul>
  52. 53. A Small Holiday Company <ul><li>Website </li></ul><ul><li>Rich Content </li></ul><ul><li>Pages for long tail Search Terms </li></ul><ul><li>Blogs relating to this </li></ul><ul><li>Links from relevant blogs </li></ul><ul><li>Videos on YouTube </li></ul><ul><li>Adwords </li></ul><ul><li>Directories </li></ul><ul><li>Tags </li></ul><ul><li>Facebook </li></ul><ul><li>Articles sites </li></ul><ul><li>PR Sites </li></ul>
  53. 54. Tail wagging the dog? <ul><li>We’re not talking about a Website anymore we’re talking about a Web Presence </li></ul>
  54. 55. How to start <ul><li>Remember these are SOCIAL networks </li></ul><ul><li>Try before you buy! </li></ul><ul><li>You may be experimenting </li></ul><ul><li>You will need to be committed </li></ul><ul><li>You need objectives </li></ul><ul><li>You need relevance and places to link to </li></ul><ul><li>Team of enthusiasts </li></ul><ul><li>Measure </li></ul>
  55. 56. Groundswell – Forrester Research - POST <ul><li>Groundswell – Forrester Research - POST </li></ul><ul><ul><li>People </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><li>MBL Solutions – WEBSITE </li></ul><ul><ul><li>Watch </li></ul></ul><ul><ul><li>Evaluate </li></ul></ul><ul><ul><li>Become an active believer </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Implementation </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Evolve </li></ul></ul>
  56. 57. Carly Herron Web Promotion – Off Line
  57. 58. Now where are we? Targetometer
  58. 59. Let’s go get ‘em…
  59. 60. Let’s just ring them?
  60. 61. A typical decision process Awareness of the need Awareness of suppliers Build relationship with suppliers (brands) SALE! Aftersales and support Detail information stage Confirmation and reassurance
  61. 62. Advertising
  62. 63. Cold DM – traditional +
  63. 64. Email DM <ul><li>Responsive </li></ul><ul><li>Cost effective </li></ul><ul><li>Directs traffic to your site </li></ul><ul><li>Builds membership </li></ul><ul><li>Fantastic stats </li></ul>
  64. 65. Public Relations <ul><li>Regular website review columns </li></ul><ul><li>News editorial </li></ul><ul><ul><li>Exciting picture </li></ul></ul><ul><ul><li>Web traffic news </li></ul></ul><ul><ul><li>Changing trends </li></ul></ul><ul><ul><li>Feedback </li></ul></ul><ul><ul><li>New web service </li></ul></ul>
  65. 66. Incentivise the visit <ul><li>Information or white papers </li></ul><ul><li>Join club </li></ul><ul><li>Offers and discounts </li></ul><ul><li>Opinions and blogs </li></ul><ul><li>Editorial and comment </li></ul>
  66. 67. Marketing Rule Number 1 <ul><li>Marketing now is very much about good data and building relationships </li></ul><ul><li>Good data beats everything </li></ul><ul><li>Best data is the data you collect (websites [and events] are great at this) </li></ul><ul><li>Then you’re in control of communications and relationship building </li></ul>
  67. 68. Registration
  68. 69. Campaign elements <ul><li>Initial Communications and traffic generation </li></ul><ul><ul><li>Online and offline </li></ul></ul><ul><ul><li>Keywords and Adwords </li></ul></ul><ul><li>Targeted landing page </li></ul><ul><li>Data Capture </li></ul><ul><ul><li>Registration page </li></ul></ul><ul><li>Action </li></ul><ul><li>Follow up </li></ul><ul><li>Measurement </li></ul><ul><ul><li>Review </li></ul></ul>
  69. 70. Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords & SEO & SM Email shots
  70. 71. Summary of our journey <ul><li>Searching: </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Adwords </li></ul></ul><ul><li>Passing By </li></ul><ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Bookmarking </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Affiliate </li></ul></ul><ul><li>At Home </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>PR </li></ul></ul>
  71. 72. Simple Summary Relevance Content Interaction Connections
  72. 73. Actions <ul><li>This takes time and focus </li></ul><ul><li>Make someone responsible </li></ul><ul><li>Make sure that there is a team involved </li></ul><ul><li>Have an agreed timescale to review and change </li></ul><ul><li>Measure the results </li></ul>
  73. 74. Thank You <ul><li>Any questions? </li></ul>
  74. 75. The Golden Dozen <ul><li>Define your Site objectives </li></ul><ul><li>Who, What, Where, Action </li></ul><ul><li>Search Engine Optimisation = Visitor Optimisation </li></ul><ul><li>Benchmark your best competitors </li></ul><ul><li>SEO takes time – so get it right asap </li></ul><ul><li>Remember that a website is dynamic – keep it changing </li></ul><ul><li>Make sure your site caters for each stage of the decision process </li></ul><ul><li>Don’t forget to be proactive in your website promotion </li></ul><ul><li>Make your site integral to your campaigns – use offline methods as well – online and offline are not exclusive </li></ul><ul><li>Make sure your campaigns are circular – no dead-ends </li></ul><ul><li>Capture prospect data, register visitors and use email (at least) to continue the communications </li></ul><ul><li>Plan your site management and measurement </li></ul>
  75. 76. A typical decision process Awareness of the need Awareness of suppliers Build relationship with suppliers (brands) SALE! Aftersales and support Detail information stage Confirmation and reassurance
  76. 77. Campaign elements <ul><li>Initial Communications and traffic generation </li></ul><ul><ul><li>Online and offline (press ads, mailshots, email shots, PR) </li></ul></ul><ul><ul><li>Social Networking </li></ul></ul><ul><ul><li>Keywords and Adwords </li></ul></ul><ul><li>Targeted landing page </li></ul><ul><li>Data Capture </li></ul><ul><ul><li>Registration page </li></ul></ul><ul><li>Action </li></ul><ul><li>Follow up </li></ul><ul><li>Measurement </li></ul><ul><ul><li>Review </li></ul></ul>
  77. 78. Sainsbury’s Business Direct Sale! and ongoing communications Targeted Adwords , SEO, Social Email shots
  78. 79. Simple Summary Objectives Relevance Content Interaction Connections
  79. 80. Thank You <ul><li>Any questions? </li></ul>