1.
Website & Social Media Masterclass
@danielrowles

2.
Daniel Rowles
MD of TargetInternet.com
CIM Course Director
Author: Mobile Marketing & Digital
Branding
Lecturer Imperial College
Cranfield School of Management
@danielrowles

3.
Agenda
Digital in Perspective
Objectives
Websites & Mobile
Social
Search Optimisation
Email Marketing
Measuring Success
@danielrowles

4.
Digital in Perspective
@danielrowles

5.
Show of Hands
• Website
• Responsive website
• Facebook
• Twitter
• Google+
• Snapchat

6.
Constant Change
@danielrowles

7.
Data Volume

8.
How Much Do You Know!
• 20 years of video are uploaded to YouTube every day
•
• 1 in 4 Starbucks payments are made on a mobile
device in North America
• Mobile accounts for about 10% of ecommerce
worldwide
• Google+ had 600 Million members in Jun 2013
• There are approximately 500 Million tweets a day
8
?
?
?
?
?
8 hours, 20, 200
minutes, 20%,
20, 1 in 4, 10%,
1 in 3, 25%, 1 in
10, 50%, 48
hours, 107
trillion, 1 in 5,10,
45%, 150 Billion,
9 Years, 50 Trillion,
$500 Billion, 4
Billion, 90 Million,
10 Billion, $50
Billion, 600,
$200 Milion,
30%, 90, 92%,
19%, 10%,
500 Million,
1 in 4, 20 years

9.
Providing Value
@danielrowles

10.
Mobile is Dead
@danielrowles

11.
Fragmented Technology

12.
@danielrowles
Pay to Play?

13.
#cimdigital @danielrowles
Channels in Practice

14.
Objectives
• Generate Leads
• Generate Sales
• Generate awareness and engagement
– What does this look like

15.
Setting objectives
What
The
Brand
Wants
To
Tell
People
What
Shoppers
Want
To
Engage
With
Bridging
The
Gap
With
Understanding
Driven
Strategy

16.
We
help
people
achieve
their
athle;c
poten;al
Mo;va;on
Training
Programs
Training
Data
Advice
We
make
great
shoes
and
apparel
Strategic Positioning and Objectives

17.
Insights

18.
Websites and Mobile
• Wordpress
• Themeforest.net
• Responsive Design

19.
Mobile Experience
www.mobilephoneemulator.com

20.
Search Optimisation
• How Google Works
• Keywords
• Optimising
• Links

21.
Google World Dominance
21

22.
There are two factors which are vital to a successful SEO
campaign:
– On page optimisation
– Link building
– Social Signals
Which factors are important

23.
• Read HTML from left to right
• Follow links on your page
• Place different emphasis on keyword placement
How do Spiders work?

24.
Spider issues
• Flash
• Text in Graphics
• PDF, Word, RTF, Excel etc
• Keyword Duplicates
• Redirection (301 redirect)

25.
Search Engine User
Black hat vs. White hat
hDp://www.maDcuDs.com/blog/ramping-­‐up-­‐on-­‐interna;onal-­‐webspam/

26.
Keyphrase research

27.
The Long Tail

28.
Google Trends

29.
Google Keyword Planner

30.
• Page Titles
• URL
• Headings <H1>
• Body Content
• Text Links
• ALT Tags
31
Keyword Placement
31

31.
Page title
• Highly important
• Need to be unique
• Use primary keyphrases
• Given greatest weight in SE’s
• Match the page content
• 60 characters or less
• Keep important words at the front

32.
Search Engine Results Page
(SERPs)

33.
Exercise
• Split into groups
• Critique the following page from an SEO
perspective
• What changes would you make?

34.
OpenSiteExplorer

35.
Social in Practice
• Key Tools
• Channel Insights
– Twitter
– Facebook
– LinkedIn

36.
21,335
What’s your
objective?

37.
Repeat and Engaged Audience
www.bbc.co.uk
www.steve.pavlina.com

38.
Klout

39.
Social and online PR
Share Content
Build Relationships
Listen

40.
Staying Up To Date
@danielrowles

41.
Streamlining
@danielrowles

42.
Focus on Efficiency
@danielrowles

43.
Exercise
• Five minutes
• One social media question
• Basic is fine

44.
Email Marketing

45.
Measurement

46.
Final Thoughts

47.
SME Advantage
Custom
Dashboards
SEO
Email
Display
CRM
PPC
Social
Media
Web
Analy;cs
@danielrowles

48.
The Future
@danielrowles

49.
Future?
@danielrowles

50.
Future
@danielrowles

51.
• Understand user journey
• Provide value
• Measure against
objectives
• Monitor, test and learn
Conclusions
@danielrowles

52.
Thank You
danielrowles@me.com
@danielrowles
www.targetinternet.com