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Website & Social Media Masterclass
	
  
@danielrowles
Daniel Rowles

MD of TargetInternet.com

CIM Course Director

Author: Mobile Marketing & Digital
Branding

Lecturer Imperi...
Agenda

Digital in Perspective
Objectives
Websites & Mobile
Social
Search Optimisation
Email Marketing
Measuring Success

...
Digital in Perspective
	
  
@danielrowles
Show of Hands
•  Website
•  Responsive website
•  Facebook
•  Twitter
•  Google+
•  Snapchat
Constant Change
@danielrowles
Data Volume
How Much Do You Know!
•  20 years of video are uploaded to YouTube every day
• 
•  1 in 4 Starbucks payments are made on a...
Providing Value
@danielrowles
Mobile is Dead
@danielrowles
Fragmented Technology
@danielrowles
Pay to Play?
#cimdigital @danielrowles
Channels in Practice
Objectives
•  Generate Leads
•  Generate Sales
•  Generate awareness and engagement
– What does this look like
Setting objectives
What	
  The	
  Brand	
  	
  
Wants	
  To	
  	
  
Tell	
  People	
  
What	
  Shoppers	
  	
  
Want	
  To...
We	
  help	
  people	
  achieve	
  their	
  athle;c	
  
poten;al	
  
Mo;va;on	
  
Training	
  
Programs	
  
Training	
  Da...
Insights
Websites and Mobile
•  Wordpress
•  Themeforest.net
•  Responsive Design
Mobile Experience
www.mobilephoneemulator.com	
  
Search Optimisation
•  How Google Works
•  Keywords
•  Optimising
•  Links
Google World Dominance
21
There are two factors which are vital to a successful SEO
campaign:
–  On page optimisation
–  Link building
– Social Sign...
•  Read HTML from left to right
•  Follow links on your page
•  Place different emphasis on keyword placement
How do Spide...
Spider issues
•  Flash
•  Text in Graphics
•  PDF, Word, RTF, Excel etc
•  Keyword Duplicates
•  Redirection (301 redirect)
Search Engine User
Black hat vs. White hat
hDp://www.maDcuDs.com/blog/ramping-­‐up-­‐on-­‐interna;onal-­‐webspam/	
  
Keyphrase research
The Long Tail
Google Trends
Google Keyword Planner
•  Page Titles
•  URL
•  Headings <H1>
•  Body Content
•  Text Links
•  ALT Tags
31
Keyword Placement
31
Page title
•  Highly important
•  Need to be unique
•  Use primary keyphrases
•  Given greatest weight in SE’s
•  Match th...
Search Engine Results Page
(SERPs)
Exercise
•  Split into groups
•  Critique the following page from an SEO
perspective
•  What changes would you make?
OpenSiteExplorer
Social in Practice
•  Key Tools
•  Channel Insights
– Twitter
– Facebook
– LinkedIn
21,335	
  	
  
What’s your
objective?
Repeat and Engaged Audience
www.bbc.co.uk
www.steve.pavlina.com
Klout
Social and online PR
Share Content
Build Relationships
Listen
Staying Up To Date
@danielrowles
Streamlining
@danielrowles
Focus on Efficiency
@danielrowles
Exercise
•  Five minutes
•  One social media question
•  Basic is fine
Email Marketing
Measurement
Final Thoughts
SME Advantage
Custom	
  
Dashboards	
  
SEO	
  
Email	
  
Display	
  
CRM	
  PPC	
  
Social	
  
Media	
  
Web	
  
Analy;cs...
The Future
	
  
@danielrowles
Future?
@danielrowles
Future
@danielrowles
•  Understand user journey
•  Provide value
•  Measure against
objectives
•  Monitor, test and learn 
Conclusions
	
  
@da...
Thank You

danielrowles@me.com
@danielrowles
www.targetinternet.com


	
  
PRIME Website and Social Media Masterclass
PRIME Website and Social Media Masterclass
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PRIME Website and Social Media Masterclass

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Presentation given by Daniel Rowles on the 10th July at the PRIME event in the City of London.

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PRIME Website and Social Media Masterclass

  1. 1. Website & Social Media Masterclass   @danielrowles
  2. 2. Daniel Rowles MD of TargetInternet.com CIM Course Director Author: Mobile Marketing & Digital Branding Lecturer Imperial College Cranfield School of Management @danielrowles
  3. 3. Agenda Digital in Perspective Objectives Websites & Mobile Social Search Optimisation Email Marketing Measuring Success  @danielrowles
  4. 4. Digital in Perspective   @danielrowles
  5. 5. Show of Hands •  Website •  Responsive website •  Facebook •  Twitter •  Google+ •  Snapchat
  6. 6. Constant Change @danielrowles
  7. 7. Data Volume
  8. 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. 9. Providing Value @danielrowles
  10. 10. Mobile is Dead @danielrowles
  11. 11. Fragmented Technology
  12. 12. @danielrowles Pay to Play?
  13. 13. #cimdigital @danielrowles Channels in Practice
  14. 14. Objectives •  Generate Leads •  Generate Sales •  Generate awareness and engagement – What does this look like
  15. 15. Setting objectives What  The  Brand     Wants  To     Tell  People   What  Shoppers     Want  To     Engage  With   Bridging  The  Gap     With  Understanding    Driven  Strategy  
  16. 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. 17. Insights
  18. 18. Websites and Mobile •  Wordpress •  Themeforest.net •  Responsive Design
  19. 19. Mobile Experience www.mobilephoneemulator.com  
  20. 20. Search Optimisation •  How Google Works •  Keywords •  Optimising •  Links
  21. 21. Google World Dominance 21
  22. 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. 23. •  Read HTML from left to right •  Follow links on your page •  Place different emphasis on keyword placement How do Spiders work?
  24. 24. Spider issues •  Flash •  Text in Graphics •  PDF, Word, RTF, Excel etc •  Keyword Duplicates •  Redirection (301 redirect)
  25. 25. Search Engine User Black hat vs. White hat hDp://www.maDcuDs.com/blog/ramping-­‐up-­‐on-­‐interna;onal-­‐webspam/  
  26. 26. Keyphrase research
  27. 27. The Long Tail
  28. 28. Google Trends
  29. 29. Google Keyword Planner
  30. 30. •  Page Titles •  URL •  Headings <H1> •  Body Content •  Text Links •  ALT Tags 31 Keyword Placement 31
  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. 32. Search Engine Results Page (SERPs)
  33. 33. Exercise •  Split into groups •  Critique the following page from an SEO perspective •  What changes would you make?
  34. 34. OpenSiteExplorer
  35. 35. Social in Practice •  Key Tools •  Channel Insights – Twitter – Facebook – LinkedIn
  36. 36. 21,335     What’s your objective?
  37. 37. Repeat and Engaged Audience www.bbc.co.uk www.steve.pavlina.com
  38. 38. Klout
  39. 39. Social and online PR Share Content Build Relationships Listen
  40. 40. Staying Up To Date @danielrowles
  41. 41. Streamlining @danielrowles
  42. 42. Focus on Efficiency @danielrowles
  43. 43. Exercise •  Five minutes •  One social media question •  Basic is fine
  44. 44. Email Marketing
  45. 45. Measurement
  46. 46. Final Thoughts
  47. 47. SME Advantage Custom   Dashboards   SEO   Email   Display   CRM  PPC   Social   Media   Web   Analy;cs   @danielrowles
  48. 48. The Future   @danielrowles
  49. 49. Future? @danielrowles
  50. 50. Future @danielrowles
  51. 51. •  Understand user journey •  Provide value •  Measure against objectives •  Monitor, test and learn Conclusions   @danielrowles
  52. 52. Thank You danielrowles@me.com @danielrowles www.targetinternet.com  

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