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U of H Entrepreneurship Presentaion 2012

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Ed Schipul's presentation to University of Houston students on the reality of the business world.

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U of H Entrepreneurship Presentaion 2012

  1. 1. Keeping it realUsing Web marketing to connect, grow and profit Ed Schipul Schipul - The Web Marketing Company
  2. 2. About Schipul
  3. 3. What we’ll cover• Direct vs. image marketing• Extroverts and introverts• Web marketing fundamentals• Search Engine magic• Social Media marketing• Bonus round: 3 motivations of people
  4. 4. A rubber raft in the middle of the ocean http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
  5. 5. 3 Motivations of Social Material Ideological www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
  6. 6. http://fitlancer.blogspot.com/2011/01/candice-michelle-godaddy-girls.html
  7. 7. Web responds likedirect marketing
  8. 8. Image vs Direct• Image Marketing • small impressions / lots of ‘em• Direct Marketing • conversion focused / predisposed only
  9. 9. Extroverts vs Introverts How do you treat people on the Web?
  10. 10. Web users are...• Smart• Incredibly impatient• Introverted
  11. 11. Online Marketing Success in 10 steps
  12. 12. Focus on the user 90.91% Self Focused!Resources to look at: http://www.futurenowinc.com/wewe.htm
  13. 13. 1. Grab ‘em with a headline What’s in it for me? Read why: http://www.schipul.com/en/art/?2
  14. 14. 2. Make your product the hero Read why: http://www.schipul.com/en/art/?3 www.kolachefactory.com
  15. 15. 3. Calls to action Read why: http://www.schipul.com/en/art/?4 www.pharmacytechnician.org
  16. 16. 4. Consistent branding Visual and text branding is important.Your visitors need to know they are in the right place. www.nike.com www.bk.com Read why: http://www.schipul.com/en/art/?5
  17. 17. 5. Make it easy to contact you • Mini contact forms • Physical address and phone numbers • Embedded ‘Contact Us’ links
  18. 18. 6. No surprises • Visitors should know within seconds who you are and what you can do for them • Give visitors what they expect • Use industry appropriate imagery and colors
  19. 19. 7. SEO is the way to goAre you writing what you mean to say? Optimize it! www.schipul.com/en/sem/keywords/
  20. 20. 8. Use testimonialsWhat do your clients say about you?
  21. 21. 9. Interact with your visitors • Before and After shots • Interactive video see: (www.mybeautifulbody.com) Industry-specific special features see: (www.musicovery.com)
  22. 22. 10. Privacy policyJust because you’re paranoid doesn’t mean they’re not after you = BAD
  23. 23. Marketing the Children’s Museum 1. No surprises 2. The brand is the hero 3. Consistent branding 4. Interactive elements 5. Calls to action 6. Easy to contact 7. Privacy
  24. 24. Telling your story new old Image thanks to Organic (www.organic.com)
  25. 25. Putting the Social in ‘Social Media’ Real World and Virtual World collision• Connect• Interact• Share• Learn
  26. 26. Content is still King www.youtube.com www.flickr.com http://del.icio.us
  27. 27. Facebook - Not just for college kids• Fan pages grow camaraderie• Share your knowledge• Create buzz for events / campaigns• Brand exposure with Facebook ads Main: www.linkedin.com Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
  28. 28. Twitter includes others in ongoing StoryMain: www.twitter.comHouston Children’s Museum: www.twitter.com/cmhoustonTwitter Search: http://search.twitter.com
  29. 29. To Re-Cap• The Web responds like Direct Marketing (usually)• Web users act like introverts• Web Marketing fundamentals - simple yet powerful• Google is your best/worst friend• Social Media - powerful, effective and fun
  30. 30. BREAK TIME! (THEN SEO)
  31. 31. SEO Driven Content Strategy for 2012 & BeyondPhoto Credit: flickr.com/photos/53196512@N07/5299700424
  32. 32. What We’ll Cover• Search Engine Marketing Fundamentals• Crafting your Content Strategy• What’s Next for 2012 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  33. 33. SEARCH ENGINE MARKETINGBASICS Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  34. 34. How Does a Search Engine Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  35. 35. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  36. 36. Search EnginesAre Deaf & Blind Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  37. 37. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  38. 38. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  39. 39. Search Engine Relationships http://bruceclay.com/serc.htm Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  40. 40. What Do Search Engines Look For?• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links http://bruceclay.com/seo-hierarchy-of-needs.htm Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  41. 41. Content is KingPhoto credit: flickr.com/photos/8749778@N06/5867410093 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  42. 42. CRAFTING YOURCONTENTPhoto Credit: flickr.com/photos/17237319@N00/291216103/
  43. 43. How is Your Content Doing Keyword Density Analyzer Report schipul.com/sem-toolsYou shouldsee yourbrand name,your topkeywordphrase, &yourgeography Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  44. 44. What Words Should you Focus On?Make a list of top keywordsUse Google keyword tool to analyze competition vs. demand Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  45. 45. Photo Credit: flickr.com/photos/28581290@N08/5819937337BRAINSTORM CONTENT
  46. 46. What is the Goal of Your• Nurture current customers• Educates potential customers• Shows off your expertise• Recruit new talent• Recruit volunteers• Sell Widgets Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  47. 47. Questions to Ask• What additional Product/Service Details can we provide?• What checklist would help our customers?• What content would help our sales team?• What do current customers want to know?• What do potential customers want to know?• What services don’t have a lot of detail on the website?• What location specific content can we add?• What questions do we get asked often?• What content can we provide around our target industries? Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  48. 48. Look at Keyword Data• List of Keywords• Other Keywords that came up• Top Keywords for Current Content Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  49. 49. Content Feedback Loops• Your top blog post could make a great video or whitepaper• Video can reach past your site• Incorporate • 3 Billion videos viewed on YouTube per day Photos, Articles, • 38% of Google Search Press Releases, results include video Blog Posts, Case • Videos get a 40% Studies, Slideshare Percent higher CTR in presentations Search Results Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  50. 50. Think About Link Bait Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  51. 51. Create an Editorial Calendar• Consistency is more important than Quantity• Have one person own it but delegate• Have a Sharing Strategy – share on facebook, twitter, linkedin, etc. Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  52. 52. Where to Share• Google & Bing Incorporate Social Signals• Must be public, i.e. Twitter, Facebook Fan Page• Don’t be afraid to share twice – First: Announce new post – Second: Pull out a quote or fact Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  53. 53. Photo Credit: flickr.com/photos/8070463@N03/3429124893WHAT’S NEXTIN 2012?
  54. 54. Local ListingsClaim YourLocal ListingsGoogle Places,Bing, Yelp, Etc.For more:schipul.com/help-files/intro-to-google-places/ Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  55. 55. Mobile Optimization• Mobile Results areDifferent than PCResults• A Mobile OptimizedSite Matters• Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  56. 56. Google +• Google+ pagesgetting preferredplacement inSearch Results• Sites that yourfriends +1 getpreferredplacement Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
  57. 57. CAITLINKALUZASLIDESHARE.NET/QCAIT@QCAITPhoto Credit: flickr.com/photos/44124279284@N01/5870360995
  58. 58. UP NEXTSocial advertising + Geo-marketingEd Schipul | www.schipul.com | @eschipul Thanks Daniel*1977
  59. 59. www.flickr.com/photos/sshb/4087836286 www.flickr.com/photos/gimar/5222418518 WE ARE ON THE GO
  60. 60. LET’S TALK...• What we do online in 2011• Your ads have gotten social• Location-based Apps www.flickr.com/photos/10659687@N03/2522221074/
  61. 61. www.flickr.com/photos/8903928@N05 www.flickr.com/photos/41894156240@N01 YOU ON THE WEB: 2011
  62. 62. http://www.flickr.com/photos/chrism70/1363581821 MORE CHANNELS, LESS ATTENTION
  63. 63. A NEWKIND OFPHONETIME
  64. 64. REVIEWS = SOCIAL CURRENCY InsiderpagesYelp Citysearch
  65. 65. FACEBOOK THOUGHTS • 500 million = 3rd largest country in the world • Led by a 26 year old • 10% of all Web visits • About 1 in 4 pages visited on Web daily
  66. 66. COLLECTING DATA
  67. 67. CONNECTING WORLDS
  68. 68. #1 referrer for Christmas buying season =http://www.flickr.com/photos/dliu04/4821210754
  69. 69. FACEBOOK IMPRESSIONSPaid Media Earned Media BOTH!
  70. 70. SPEND LITTLE, EARN $$$$55 =120 Clicks = 70 New Fans = 12 New Attendees
  71. 71. $4 (by 2011 end)BILLIONIN ADS http://www.flickr.com/photos/12936340@N06
  72. 72. http://www.flickr.com/photos/33917831@N00/114430223/http://www.flickr.com/photos/95572727@N00/219537913/ http://www.flickr.com/photos/36521955290@N01/827264/ LOCATION LOCATION LOCATION LOCATION
  73. 73. THE FIGHT IS ON!!
  74. 74. FOURSQUARE www.foursquare.com • Giant market share • Offers analytics to learn about your customers better • Gaming element (badges) makes it FUN! • Great for large conferences and events too
  75. 75. HOW IT WORKSFriends + Places + Update = Win
  76. 76. YOUR OPPORTUNITY • Listen, listen, listen • Offer 1st timer + return incentives • Connect all online / offline marketing to it • Get to know your customers! Foursquare gets 22,000 + new users a day
  77. 77. GOWALLA www.gowalla.com• Claim your business location• Cool ‘custom stamps’ (for a fee + a bit of luck)• Create special offers and greetings for customers
  78. 78. YELP.COM = POWERFUL STUFF!!!!
  79. 79. TRIPADVISOR www.tripadvisor.com• Plan and book your vacation• Read/Write reviews of hotels, restaurants, etc.
  80. 80. WHAT IT’SREALLY ALLABOUT• It’s not where you are, it’s what you’re experiencing• Tie it all in together + make life easier• Make your business easy to talk about• ENJOY!! Have fun with your customers
  81. 81. Thank you!Ed Schipul, CEOSchipul - The Web Marketing Company11757 Katy Freeway, Suite 930Houston, TX 77079 USAeschipul@schipul.comv. (281) 497.6567f. (281) 497.1083

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