Rabelani dagada online marketing v3 slidesshare

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Rabelani Dagada, Development Economist and Author

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Rabelani dagada online marketing v3 slidesshare

  1. 1. All content is property of SOC and may not be used without written permission A Guest Lecture Presented During Rabelani Dagada's Technology & Information Management Class in the Wits Business School, 10 March 2011
  2. 2. WBS online marketing and communication presentation Marketing your business 24 hours / 7 days a week All content is property of SOC and may not be used without written permission
  3. 3. Stats! <ul><li>Google revenue for 2010: $29.321Billion </li></ul><ul><li>Largest search engine in the world </li></ul><ul><li>1 million servers </li></ul><ul><li>Google transfers 24 Petabytes of data a day </li></ul><ul><li>2011 March 10: 13,156,365 Unique browsers in south Africa </li></ul><ul><li>90% of South African internet users, use Google to search </li></ul>All content is property of SOC and may not be used without written permission
  4. 4. Why do we always talk about Google? <ul><li>68% of the South African market enter the internet through a Google Search </li></ul><ul><li>Google has 83% of the world search market </li></ul><ul><li>The rest is held by other non English engines </li></ul><ul><li>Listed company </li></ul><ul><li>Survived the dot com bubble </li></ul>All content is property of SOC and may not be used without written permission
  5. 5. Some User stats
  6. 6. The Internet <ul><li>The Internet is a system of globally connected computers that use the standardized Internet Protocol Suite (TCP/IP), serving billions of users. It is a network of networks that consists of millions of private and public, academic, business, and government networks of local to global scope that are linked by copper wires, fiber-optic cables, wireless connections, and other technologies </li></ul>All content is property of SOC and may not be used without written permission
  7. 7. The World Wide Web <ul><li>The World Wide Web, started in 1989 and it began through the concept of hyperlinks (Google is essentially hyperlinks to other sources of information). </li></ul><ul><li>The Web is an application built on top of the Internet. </li></ul>All content is property of SOC and may not be used without written permission
  8. 8. The Internet
  9. 10. IP addresses and URL etc. <ul><li>There is a lot of technical jargon but to summarize in terms of someone’s physical address : </li></ul><ul><li>Your HTTP (protocol identifier): says you live in a house or flat or complex </li></ul><ul><li>The URL is the street name, which is understood and easily remembered by friends and family. Example http://www.searchoc.co.za </li></ul><ul><li>The IP address is the GPS co-ordinates which no one can remember off by heart but are an important piece of information when applied correctly and are necessary. Example: 192.02.34.56 </li></ul>All content is property of SOC and may not be used without written permission
  10. 11. Domain registration and Hosting <ul><li>How does one buy a domain and then place a website on it? </li></ul><ul><li>The domain must be bought first: I choose to register www.searchoc.co.za </li></ul><ul><li>I choose to place a site in this area which requires a hosting package. </li></ul><ul><li>Hosting is paid for monthly or yearly </li></ul><ul><li>This package allows a site to be placed on that space (like rent) </li></ul>All content is property of SOC and may not be used without written permission
  11. 12. Website design <ul><li>Simple functional layout </li></ul><ul><li>Follow the Norm </li></ul><ul><li>Limited Flash animation </li></ul><ul><li>Systematic thought process </li></ul><ul><li>Heroin factor (yes that is what I mean) </li></ul>All content is property of SOC and may not be used without written permission
  12. 13. An example of a great website
  13. 14. A website then….
  14. 15. A website now….
  15. 16. Great!! Now you have a website All content is property of SOC and may not be used without written permission
  16. 17. But how do you get people to it? All content is property of SOC and may not be used without written permission
  17. 18. Emarketing tools <ul><li>Search Engine Optimisation- Organic </li></ul><ul><li>Google Pay Per Click- Paid </li></ul><ul><ul><li>Cost Per Click (CPC) </li></ul></ul><ul><ul><li>Cost Per Impression (CPM) </li></ul></ul><ul><li>Affiliate marketing </li></ul><ul><li>Social Networking </li></ul><ul><li>Email marketing </li></ul>All content is property of SOC and may not be used without written permission
  18. 19. Google’s New Layout All content is property of SOC and may not be used without written permission
  19. 20. Search Engine Optimisation <ul><li>Google </li></ul><ul><li>Yahoo! </li></ul><ul><li>Bing </li></ul><ul><li>Alta Vista </li></ul><ul><li>Ananzi </li></ul><ul><li>Ask.com </li></ul>All content is property of SOC and may not be used without written permission
  20. 21. How does SEO work <ul><li>SEO is not an exact science and thus many of the main principles are suggested </li></ul><ul><li>Relevance </li></ul><ul><li>Aging </li></ul><ul><li>Address </li></ul><ul><li>Spiders reference </li></ul><ul><li>Content </li></ul><ul><li>Links </li></ul><ul><li>Ease of use </li></ul>All content is property of SOC and may not be used without written permission
  21. 22. SEO <ul><li>search engine optimization  ( SEO ) is the process of improving the volume and quality of traffic to a web site from search engines via &quot;natural&quot; (&quot;organic&quot; or &quot;algorithmic&quot;)  search results. Usually, the earlier a site is presented in the search results, or the higher it &quot;ranks,&quot; the more searchers will visit that site. SEO can also target different kinds of search, including image search and local search. </li></ul><ul><li>title description </li></ul><ul><li>site map </li></ul><ul><li>relevant content on home page </li></ul><ul><li>Google does not understand images </li></ul><ul><li>description tags on images </li></ul><ul><li>meta keywords </li></ul><ul><li>link exchanges </li></ul><ul><li>keyword optimization </li></ul><ul><li>SEO in general </li></ul><ul><li>content to update </li></ul><ul><li>links/articles section </li></ul><ul><li>RSS Feeds { Real Simple Syndication } </li></ul>All content is property of SOC and may not be used without written permission
  22. 23. SEO
  23. 24. The Internet <ul><li>Reach people when they are actively looking for information about your products and services online, and send targeted visitors directly to what you are offering. With Google AdWords cost-per-click pricing, —and you only pay when people click on your ad. </li></ul>
  24. 25. The importance of Blogs <ul><li>Adds content regularly </li></ul><ul><li>Optimise posts for SEO </li></ul><ul><li>Try to attract readers- Heroin effect </li></ul><ul><li>Link posts to parts of the site </li></ul><ul><li>Add images and outbound links </li></ul>All content is property of SOC and may not be used without written permission
  25. 26. Pay Per Click <ul><li>Works on a budget system </li></ul><ul><li>You only pay when someone clicks on your advertisement </li></ul><ul><li>Different keywords cost different values depending on competition </li></ul><ul><li>The quality score of the advert and the price you pay (including the budget), depends where you will show </li></ul>All content is property of SOC and may not be used without written permission
  26. 27. SEO
  27. 28. Pay per Impression <ul><li>Pay per impression, whenever a page loads you pay for that impression of your advert. This is like billboard advertising where the potential client does not have to take action when passively viewing an ad. </li></ul>All content is property of SOC and may not be used without written permission
  28. 29. Pay Per Lead <ul><li>Pay per lead, whenever a potential client fills in a submit form and requests some action fro the potential service provider, the service provider pays for that lead. This is how a company such as Hippo makes their money. </li></ul>All content is property of SOC and may not be used without written permission
  29. 30. Pay Per Sale <ul><li>Pay Per Sale, is when a lead that is generated through a measurable form is converted into a sale. This requires trust in the seller’s ability to “close” a deal as well as their ability to report a deal honestly. Pay per sales have the highest value of all measurements. </li></ul>All content is property of SOC and may not be used without written permission
  30. 31. The measurability of a Website <ul><li>Not an exact science </li></ul><ul><li>Takes time and trend analysis </li></ul><ul><li>Numbers may not be 100% accurate </li></ul><ul><li>Return On Investment (ROI) </li></ul>All content is property of SOC and may not be used without written permission
  31. 32. Analytics
  32. 33. Affiliate marketing <ul><li>Affiliate marketing? A placement is any website, or subset of pages or ad units on a site, where you'd like to see your ads appear. </li></ul>All content is property of SOC and may not be used without written permission
  33. 34. AFFILIATE MARKETING (PPL) All content is property of SOC and may not be used without written permission
  34. 36. Social Networking All content is property of SOC and may not be used without written permission
  35. 37. What is social networking All content is property of SOC and may not be used without written permission
  36. 38. Social media in South Africa <ul><li>Facebook is the most successful social media platform in South Africa </li></ul><ul><li>Mxit is a strong contender in the mobile market </li></ul>All content is property of SOC and may not be used without written permission
  37. 39. Some Facebook Stats
  38. 40. Facebook <ul><li>Firstly: Facebook will never make people pay! </li></ul><ul><li>Targeted demographic advertising through your profile specifications </li></ul><ul><li>A huge web of connected people which gives social profiling clarity </li></ul><ul><li>Applications generate income (animal farm) </li></ul>All content is property of SOC and may not be used without written permission
  39. 41. Facebook timeline million All content is property of SOC and may not be used without written permission
  40. 42. Twitter All content is property of SOC and may not be used without written permission
  41. 43. Twitter All content is property of SOC and may not be used without written permission
  42. 44. Twitter Stats- SA <ul><li>150,000 users in SA </li></ul><ul><li>80,000 active users </li></ul><ul><li>Less than a third actually use Twitter platform </li></ul><ul><li>Tweetdeck or Ubertwitter </li></ul><ul><li>We Tweet on Tuesdays </li></ul>All content is property of SOC and may not be used without written permission
  43. 45. How to monetise social networking <ul><li>Create an avatar on Facebook </li></ul><ul><li>Create a fan page on Facebook </li></ul><ul><li>Create a Twitter account </li></ul><ul><li>Create a Myspace account </li></ul><ul><li>Create a LinkedIn account </li></ul><ul><li>Place specifically targeted ad campaigns </li></ul><ul><li>Link all the above to a central email account </li></ul><ul><li>Post regularly </li></ul><ul><li>Get friends and family to join </li></ul>All content is property of SOC and may not be used without written permission
  44. 46. In Summary <ul><li>Companies should be spending 30% of their marketing budget online </li></ul><ul><li>Traditional advertising mediums are on a decrease </li></ul><ul><li>South Africa is catching up on the internet </li></ul><ul><li>Well run campaigns and budget spends can yield very high results. </li></ul><ul><li>Online marketing takes time and knowledge </li></ul>All content is property of SOC and may not be used without written permission
  45. 47. Questions All content is property of SOC and may not be used without written permission
  46. 48. THE END! <ul><li>Call me or email </li></ul><ul><li>[email_address] </li></ul><ul><li>082-788-2249 </li></ul>All content is property of SOC and may not be used without written permission

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