Rice University Advertising Spring 2010


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My talk to Ann Iverson's advertising class at Rice University, February 2010.

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  • Generational conflict -- boomers /
  • Rice University Advertising Spring 2010

    1. 1. Welcome to the Marketing of the FUTURE Web marketing and online business interaction basics Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com www.flickr.com/photos/torley/3770617564
    2. 2. “Fred” 428,519,032 Channel Views
    3. 3. Cell phone anthropology
    4. 4. A whole new world www.flickr.com/photos/trilogicom/4033784093
    5. 5. What we’ll talk about... <ul><li>Tapping into Human Motivation </li></ul><ul><li>Web marketing fundamentals </li></ul><ul><li>Storytelling tools on the Web </li></ul>Building a future on the Web - one site + network at a time Find this presentation: www.slideshare.net/eschipul http://www.flickr.com/photos/23373808@N07/3988177683/
    6. 6. Whales are really cool www.flickr.com/photos/hermida/1172559258
    7. 7. Winter vacation anyone? www.flickr.com/photos/marvenic/3376635617
    8. 8. 3 Motivations of Humans www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
    9. 9. Ideological Material Social Why do you do what you do? www.flickr.com/photos/barackobamadotcom/3008253269/in/set-72157608716313371/ www.flickr.com/photos/14816925@N00/19845761/
    10. 10. 10 Web marketing fundamentals <ul><li>Headline </li></ul><ul><li>Make your service the Hero </li></ul><ul><li>“ Call to action” </li></ul><ul><li>Branding consistency </li></ul><ul><li>Make it easy to contact you </li></ul>
    11. 11. 10 Web marketing fundamentals <ul><li>Appropriate imagery / color </li></ul><ul><li>Optimize your content </li></ul><ul><li>Testimonials! </li></ul><ul><li>Interact intelligently </li></ul><ul><li>Privacy is key </li></ul>
    12. 12. Your online tools www.flickr.com/photos/limonada/543042006
    13. 13. Unique + stand out from crowd Experiment until they get it right Listen, respond and connect Social Media Rock Star-dom?
    14. 14. All about... Blogs
    15. 15. <ul><li>Mac naming contest (7500 entries) </li></ul><ul><li>Mac’s birthday card contests </li></ul><ul><li>Elephant adoption packets (thousands sold and increased awareness) </li></ul>Mac the baby elephant (2006 - 2008) Celebrating the life of Mac, the baby elephant www.houstonzooblog.com
    16. 16. Embeddable pics and videos 1000’s of personal Stories http://www.houstonzoo.org/herpesvirusresearch/ Research Fund Drive Helping a Community heal after a tragic loss www.houstonzoo.com/mac http://www.youtube.com/user/houstonzoo Elephant endotheliotropic herpesvirus (EEHV)
    17. 17. 300 million Facebook-ers 307 million Americans
    18. 18. It IS personal (but you keep control) Avoiding someone? BLOCK THEM!
    19. 19. Pages are powerful on Facebook! www.facebook.com/pages/Houston-Zoo-Inc/15008187525# Strong fan following Visual announcements Fan photos
    20. 20. Facilitate offline networking 53 ‘yes’ 194 ‘maybe’ 888 members 521 photos
    21. 21. Facebook Causes - Social Fundraising http://apps.facebook.com/causes/beneficiaries/11 Track your top recruiters Feature on your Profile page Chipin on Facebook!
    22. 22. All about... Twitter
    23. 23. http://www.youtube.com/watch?v=ddO9idmax0o Micro-Blogging with Twitter ( www.twitter.com )
    24. 24. Twitter includes others in ongoing dialogue Houston Children’s Museum on Twitter: www.twitter.com/cmhouston
    25. 25. www.threadbanger.com/post/12723 How can you play with your audience? www.squarespace.com/iphone / www.flickr.com/photos/cybertoad/3211981392/ www.twitter.com/houstonzoo
    26. 26. www.crowdeye.com http://search.twitter.com www.tweetbeep.com Use free tools to track the Twitter buzz...
    27. 27. Playing with Rich Media www.flickr.com/photos/thomashawk/288335335/
    28. 28. Chronicle it all with video United Way: www.youtube.com/unitedway Zappos: www.youtube.com/user/zappos Schipul: www.vimeo.com/schipul
    29. 29. NPOs share their challenges and triumphs through photos http://flickr.com/photos/camera_rwanda NPOs can qualify for free account: www.flickr.com/good
    30. 30. Tap into the Collective creativity! http://www.flickr.com/photos/sulla55/3402883279/ http://www.flickr.com/groups/houstonzoophotooftheweek/ http://www.flickr.com/groups/houstonzoo/ http://www.flickr.com/houstonzoo/
    31. 31. http://www.flickr.com/photos/jfchenier/76721307/ (keep track of the Story)
    32. 32. Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com IceRocket: www.icerocket.com
    33. 33. www.google.com/alerts Email updates for your company name and keywords www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names Due diligence on your Story Listening and Engaging: Tracking Tools
    34. 34. Addictive and essential Google Reader: www.google.com/reader
    35. 35. Marketing FROM THE FUTURE!!! (tie it all in to the Mother Ship) (tie it all in to the Mother Ship)
    36. 36. Let’s digest ALLL this brain candy! <ul><li>Find the tools that work for you </li></ul><ul><li>Master the art of listening </li></ul><ul><li>Discover your audience’s motivation </li></ul>Tying Community building and Web tools together Find this presentation: www.slideshare.net/happykatie www.flickr.com/photos/49503124519@N01/2191110642/
    37. 37. Ed Schipul // CEO Schipul - The Web Marketing Company [email_address] (281) 497.6567, ext. 500Personal Brand page: www.schipul.com/esch ipul Blog: www.eschipul. com Twitter: www.twitter.com/e schipul Slidesh are: www.slideshare.net/es chipul