Essential Online Marketing by Nixon McInnes


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Cutting edge online marketing techniques including blogging, podcasting, vlogging, killer content, online social networks, email marketing and landing pages. Run by Nixon McInnes - a leading website design and build agency specialising in using the very latest in social media innovation to help businesses to engage better with their customers. We enjoy working with industry leading clients including O2, First Capital Connect, Harley Medical Group and Neilson Active Holidays from our Brighton HQ.

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Essential Online Marketing by Nixon McInnes

  1. 1. Will on blogging
  2. 2. Examples Big business Fastlane, General Motors Small business English Cut Trashy entertainment Personal Any MySpace page Mainstream media Guardian Unlimited blogs Photo blogs Brighton Daily Photo Audio blogs iinovate Video blogs
  3. 3. Case study: Performancing
  4. 4. Benefit No.1 Lower communication barriers and foster useful, valuable dialogue between the echelons of your organisation and your important stakeholders
  5. 5. Benefit No.2 Enormously raise your organisation's profile online (potentially way beyond scale) due to the extremely search engine-friendly nature of blogs
  6. 6. Benefit No.3 Engage in, influence and contribute to crucial debates and opinions about your market, services, products and company brand… (especially amongst the 'early adopting' opinion formers and key influencers)
  7. 7. Benefit No.4 Communicate changes that affect your organisation in an extremely quick, low hassle, high technology way to a global audience
  8. 8. Benefit No.5 Do all of this before (or better than) your competitors
  9. 9. Brucey bonus benefit? _ Are any of you doing this yet? _ What will all of this do to perceptions of you / your organisation?
  10. 10. Key characteristics _ ‘Posts’ inc. date; time; title; permalink; categories _ Include other media e.g. pics, audio, animation etc _ Reverse chronological order _ Authentic tone of voice _ Open: comments and trackbacks for dialogue _ Widgets _ Offer various channels: RSS, email Back to examples for quick reminder . . .
  11. 11. Blog publishing tools Enterprise / More powerful Consumer / Faster-to-start
  12. 12. RSS
  13. 13. To listen… 1. Set up a blogroll of relevant known blogs to monitor 2. Set up custom RSS feeds to search for your search terms 3. Read the authoritative bloggers daily (or more) 4. Read comment threads 5. Monitor the key online communities in your market
  14. 14. Critical
  15. 15. CRITICAL! Principles of the blogosphere 1. Offer value 2. Be fair 3. Link to those that disagree 4. Disclose your position / interests 5. Tap the hivemind
  16. 16. Blogging – practical next steps 1. Start your own blog straight away 3. Start planning your blogging initiatives (standalone or incorporated into existing websites) 5. In a bigger organisation, talk to legal, PR and management about a corporate blogging policy
  17. 17. Group exercise: 20 mins Choose one of your organisations, and together create a loose plan of how that organisation can harness the POWER of blogging! Consider: What are the business objectives for doing this? Who is the target audience and why? Who will create the content? What type of content will you include? You will present your ideas to the group
  18. 18. Phil on podcasting
  19. 19. What is podcasting?
  20. 20. What are the benefits? _ Whenever; wherever _ Subscription = targeting _ At your convenience _ Alternate distribution model _ No need to be connected _ Easy fresh content _ Low cost _ Personality/Brand _ Rapid adoption of MP3
  21. 21. What kind of content can you have on a podcast? _ Music videos _ Radio programmes _ News & media reports _ Advertising clips _ Education tutorials _ Interviews
  22. 22. Versatile – lots of examples _ Education _ Advocacy _ Marketing/PR _ News _ Music _ Entertainment _ Public Services
  23. 23. How could I use this in my business? _ Seminar recordings _ Alternative to standard internal communication _ Interactive element of e-newsletter _ In-house training tutorials _ Online PR _ Demonstrations – especially video podcasts
  24. 24. Discussion Ideas on how you might use this in an organisation?
  25. 25. Will on SEO
  26. 26. SEO
  27. 27. Off-page Another chip shop Onpage Chip shop
  28. 28. Tried and tested _ Meet web standards and accessibility guidelines _ Be content rich and fresh _ Write on-topic (therefore keyword-rich) _ Develop backlinks _ Publish search engine friendly URLS
  29. 29. Strengths? Weaknesses?
  30. 30. Killer content Image: H Dickins, Flickr
  31. 31. Why give things away? There are no secrets on the web. (Pull….don’t push.)
  32. 32. Boing Boing, a four-person operation that bills itself as a directory of wonderful things, is on track to gross an estimated $1 million in ad revenue this year. The digital-media news site, headquartered in the second bedroom of a Santa Monica apartment, is set to post even more than that. - CNN
  33. 33. Sony Bravia: case study Th e B ra via s old out in th e UK a nd th e a d h a s b e e n downloa de d from th e S ony we b s ite ne a rly 20,000 time s in e ig h t we e ks . More th a n 3m uniq ue us e rs vis ite d th e S ony we b s ite a nd th e y a ls o downloa de d S ony b ra nde d c onte n t s uc h a s s c re e n s a ve rs , p h otos a nd th e a udio tra c k from th e a d.
  34. 34. _ ‘How to’ tutorial content - “10 ways to” _ Calculators & tools _ White papers & reports _ Aggregation of focused content (‘legwork’) _ A meeting place…
  35. 35. Discussion _ What can we give that is valuable? _ What would we like to get back in return?
  36. 36. Help your content travel Rule 4 from The 16 Rules of Social Media Optimization
  37. 37. Help your content travel Rule 4 from The 16 Rules of Social Media Optimization
  38. 38. Linkbait _ Discuss term ‘linkbait’
  39. 39. Creative commons You can use CC to change your copyright terms from "All Rights Reserved" to "Some Rights Reserved."
  40. 40. Josh on online branding
  41. 41. Questions, questions . . . _ What is your favorite online brand? _ What is it that impresses you about it? _ How would you rate YOUR online brand? _ Why? _ Does it match with the offline?
  42. 42. What is branding anyway?
  43. 43. What is branding to you? _ Logo _ Typography _ Images _ Colour palettes _ Music _ People _ Tone of voice _ Personality _ ????
  44. 44. What is the value of a successful online brand No different to offline Remember your website will contribute to . . . _ brand loyalty _ name awareness _ perceived quality _ brand associations _ competitive advantage _ effectiveness of marketing campaigns _ ease of brand extensions
  45. 45. Limitations for a brand online _ user accessibility _ size of screen _ ease of navigation _ lengthy download times for graphics (or worse, if they be disabled by audience computer settings?) _ fonts that are not available online and will have to be imbedded as a graphic (this then can have a negative impact on your SEO) _ colours that can’t be reproduced faithfully online
  46. 46. Opportunities for a brand online _ animation _ audio _ pop ups _ way-finding through images _ clever navigation devices _ interaction _ dialogue
  47. 47. Why it’s important to get it right? _ Confusion of message _ Lost message _ Inconsistency across media channels _ Print’s poor relation in terms of time and budget
  48. 48. Who does it really well?
  49. 49. Even super-brands get it wrong?
  50. 50. Using the web to reposition a brand
  51. 51. Will on online social networking
  52. 52. Provide a meeting place (or play park) Photo: joelf from Flickr
  53. 53. Discuss: online social networks _ What are they? _ Let’s list them
  54. 54. Examples _ MySpace (etc) – consumer & broad _ LinkedIn – business _ Cork’d & bottletalk – wine _ Rupture – World of Warcraft video game _ Islandoo – Channel 4 ‘Shipwrecked’ _ SecondLife – virtual world _ _ – events _ Flickr – Photo sharing
  55. 55. What you (typically) give _ Ability to meet ‘add’ people and create groups ratings _ Ability to express self User profiles with lots of customisation Embed rich media _ Ability to share Sitemail (an ‘inbox’)
  56. 56. What you (typically) get _ Attention from that audience Valued by your organisation – a channel Valued by advertisers Valued by that others in that audience _ Intelligence from that audience Feedback _ Revenues Subscriptions Advertising revenues
  57. 57. 1. DREAM! If you could build any online community, what would it be about? 2. Why will people enjoy using it? 3. What benefits will you, its owner, derive? Or 7. Which online social networks can your organisation harness? 8. Develop a loose plan for engaging here
  58. 58. Will on lead generation
  59. 59. Discuss leads _ What do we mean? _ What does your organisation view as a lead? _ Do they differ in quality? _ Who generates leads online already? _ Why is online strong for lead generation?
  60. 60. Channels in harmony Email marketing Pay Per Click advertising (or SEO)
  61. 61. Pay Per Click
  62. 62. Key variables _ Budgets - Cost Per Click - Total budget _ Key words _ Ad text _ CTR _Quality Score
  63. 63. Setting up AdWords _ Simple _ Quick _ Aimed at ‘Mom and pop businesses’
  64. 64. What is a ‘landing page’? 1. 2. 3. 4.
  65. 65. Influential variables Let’s brainstorm the things that affect conversion
  66. 66. A/B testing
  67. 67. A/B testing
  68. 68. Email’s two sisters _ Email postcard _ Email newsletter
  69. 69. Email newsletter examples
  70. 70. Email postcard examples
  71. 71. Email marketing systems _ Who here uses what? _ What are they? _ Shapes and sizes
  72. 72. ‘Must have’ features _ Store data (addresses, messages, reports) _ Personalisation features _ Good HTML editor _ Timed mailout _ Import/export from/to CSV _ API for integration with other systems
  73. 73. Email marketing systems
  74. 74. Major players
  75. 75. Exercise _ Devise a lead generation campaign for one of your organisations _ Create a compelling theme or offer _ Consider the major elements of the campaign that will maximise effectiveness
  76. 76. Core principles What are they?? Lets work them out together . . .
  77. 77. Ending slides…
  78. 78. Don’t let them say ‘no’
  79. 79. Ozymandias I met a traveller from an antique land, Who said--"Two vast and trunkless legs of stone Stand in the desart....Near them, on the sand, Half sunk a shattered visage lies, whose frown, And wrinkled lip, and sneer of cold command, Tell that its sculptor well those passions read Which yet survive, stamped on these lifeless things, The hand that mocked them, and the heart that fed; And on the pedestal, these words appear: My name is Ozymandias, King of Kings, Look on my Works, ye Mighty, and despair! Nothing beside remains. Round the decay Of that colossal Wreck, boundless and bare The lone and level sands stretch far away."