Digital Marketing: Advice & Tips

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Guest lecture for the Stockholm School of Economics on May 10, 2011.

This presentation also used the YEL program developed by Vincent van Witteloostuyn from the GfK Group.

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  • Image Source: http://www.flickr.com/photos/deleatur/9153499/sizes/o/in/photostream/
  • Image Source: http://www.flickr.com/photos/jon_gilbert/1085416756/sizes/o/in/photostream/
  • Image Source: http://www.flickr.com/photos/dayapragm/4371853353/sizes/o/in/photostream/
  • [twitter] For web marketing start by asking three questions #WebMarketing #education [/twitter]
  • [twitter] Q1: How do I put myself in the right mindset? #WebMarketing #education [/twitter]Adapted from: http://www.flickr.com/photos/hebe/2512086374/
  • [twitter] Web marketing needs to align with the business strategy#WebMarketing #education [/twitter]
  • Image Source: http://www.flickr.com/photos/concars/3195593545/sizes/o/in/photostream/
  • [twitter] Q1: How do I put myself in the right mindset? #WebMarketing #education [/twitter]Image Source: http://www.flickr.com/photos/davesandford/3185653878/sizes/o/in/photostream/
  • Image Source: http://www.flickr.com/photos/jm3/385117316/sizes/o/in/photostream/
  • Image Source: http://www.flickr.com/photos/kodomut/3616896096/
  • Image Source: http://www.flickr.com/photos/kodomut/3616106957/sizes/o/in/photostream/
  • [twitter] Strategy & Technology are a winning combination for marketing #WebMarketing #education [/twitter]Image Source: http://www.flickr.com/photos/briananthonyadams/5224533405/sizes/l/in/photostream/
  • [twitter] Q2: What tools are out there for web marketing? #WebMarketing #education [/twitter]Image Source: http://www.flickr.com/photos/23748404@N00/30525658/sizes/o/in/photostream/
  • Source: http://www.slideshare.net/bdionline/bdi-1112-the-social-consumer-mcdonalds-presentation?src=embed
  • [twitter] Web marketing requires both back-end and front-end tools #WebMarketing #education [/twitter]Adapted from: http://www.flickr.com/photos/jannem/3312115991
  • [twitter] Back-end tools are what you need to use to get customers there in the first place #WebMarketing #education [/twitter]Image Source: http://www.flickr.com/photos/wheatfields/130158281/sizes/o/in/photostream/
  • Image Source: http://www.flickr.com/photos/livatlantis/301069164/sizes/o/in/photostream/
  • Source: Wikipedia (http://en.wikipedia.org/wiki/Search_engine_optimization)
  • Image Source: http://www.flickr.com/photos/binux/2495709841/sizes/o/in/photostream/
  • Image Source: http://www.flickr.com/photos/binux/2495709841/sizes/o/in/photostream/
  • Source: http://www.dmoz.org/docs/en/about.html
  • Image Source: http://www.flickr.com/photos/purpleslog/3120320741/sizes/o/in/photostream/
  • [twitter] Great source of tutorials for Analytics - http://www.youtube.com/user/googleanalytics [/twitter]
  • [twitter] Front-end tools are what help keep customers coming back #WebMarketing #education [/twitter]Image Source: http://www.flickr.com/photos/salim/69266030/sizes/o/in/photostream/
  • Image Source: http://www.flickr.com/photos/pikesville/467016499/sizes/o/in/photostream/
  • http://mashable.com/2009/06/11/delloutlet-two-million/
  • Image Source: http://www.flickr.com/photos/x-ray_delta_one/4670229837/sizes/o/in/photostream/
  • Image Source: http://www.flickr.com/photos/thebrokenone/3321299233/sizes/o/in/photostream/
  • Image Source: http://trendland.net/wp-content/uploads/2009/07/evian-young-commercial-4.jpg
  • [twitter] Q3: How should I advertise#WebMarketing #education [/twitter]Image Source: http://www.flickr.com/photos/tjblackwell/2352521894/
  • Source: http://www.slideshare.net/bdionline/bdi-1112-the-social-consumer-mcdonalds-presentation?src=embed
  • Image Source: http://www.flickr.com/photos/naturalturn/3393185440/sizes/l/
  • [twitter] Great example of a co. creating a fun video: http://www.youtube.com/watch?v=VQ3d3KigPQM[/twitter]Video Source: http://www.youtube.com/watch?v=VQ3d3KigPQM
  • [twitter] Great example of digital storytelling: http://www.youtube.com/watch?v=GkHNNPM7pJA[/twitter]Video Source: http://www.youtube.com/watch?v=GkHNNPM7pJA
  • Digital Marketing: Advice & Tips

    1. 1. Digital Marketing<br />Advice & Tactics<br />Paul M. Di Gangi, Ph.D.<br />www.paulmdigangi.com<br />
    2. 2.
    3. 3. I am an expert of many things…<br />
    4. 4. I am confident I can speak intelligently about the…<br />
    5. 5. But there are things that I am still learning…<br />so we are in this together!<br />
    6. 6. I<br />Start<br />w/<br />Questions<br />
    7. 7. < 1 ><br />
    8. 8. How do I put myself in the right mindset?<br />
    9. 9. Web Marketing is about strategy<br />
    10. 10. Start with your vision<br />
    11. 11. Break it down to its core <br />
    12. 12. Identify the right tools<br />
    13. 13. To craft a story/message<br />
    14. 14. Satisfied Customers<br />
    15. 15. 2 heads are better than 1<br />Technology<br />&<br />Strategy<br />
    16. 16. < 2 ><br />
    17. 17. What tools are there?<br />
    18. 18. Create a networked strategy<br />
    19. 19. There are both front-end tools (e.g., specific technologies such as blogs, social media, interface design) and back-end tools (e.g., search engine optimization, web intelligence/analytics) that help with your advertising campaign.<br />http://www.flickr.com/photos/jannem/3312115991<br />
    20. 20. Back-end Tools<br />Getting your customers there first<br />
    21. 21. Search Engine Optimization<br />Finding your diamond in the rough<br />
    22. 22. Search engine optimization (SEO) “is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.”<br />How?<br />
    23. 23. Web Crawlers<br /><ul><li>Automated programs that search and index the Internet</li></ul>Index Services (Open Directory Project & Google Webmaster Tools)<br /><ul><li>Services designed to manually create a presence on the Internet to improve visibility</li></ul>Linking<br /><ul><li>Mathematically-based approach to assigning a level of popularity or preference for a specific site over another</li></li></ul><li>Typically viewed as a spider<br />but more like ants!<br />Ants are exploratory by nature and move around in various directions. When something is found, the path and a description of what was found is reported back home. <br />
    24. 24. Web Crawlers<br />Meta-data (tags, keywords, site descriptions)<br />Scripted language included in websites that allows crawlers, search engines, and other applications to identify and categorize your site.<br />
    25. 25. The Open Directory Project is the largest, most comprehensive human-edited directory of the Web. It is constructed and maintained by a vast, global community of volunteer editors.<br />The Open Directory is the most widely distributed data base of Web content classified by humans.  Its editorial standards body of net-citizens provide the collective brain behind resource discovery on the Web.  The Open Directory powers the core directory services for the Web's largest and most popular search engines and portals, including Netscape Search, AOL Search, Google, Lycos, HotBot, DirectHit, and hundreds of others.<br />
    26. 26. Linking<br />http://www.youtube.com/watch?v=WirXesPXT1o<br />
    27. 27. Tracking & Intelligence<br />http://www.youtube.com/user/googleanalytics<br />Tutorial Recommendation:<br />
    28. 28. Front-end Tools<br />What keeps them there?<br />
    29. 29. Design<br />What should I consider when building?<br />
    30. 30. KISS<br />E<br />E<br />P<br />T<br />I<br />M<br />P<br />L<br />E<br />T<br />U<br />P<br />I<br />D<br />
    31. 31. @DellOutlet has been one of the biggest success stories amongst big companies using social media. For those unaware, @DellOutlet is a Twitter account owned by Dell that tweets out major discounts for Dell computers and products. All of the deals on @DellOutlet are Twitter-exclusive.<br />~ Mashable.com <br />
    32. 32. @DellOutlet began in June 2007 as a project initiated by Dell’s Richard Binhammer. Soon though, it started to grow, creating buzz, retweets, and a steady rise in followers. <br />~ Mashable.com <br />
    33. 33. Pepsi<br />For those who think young<br />Alignment<br />
    34. 34. Alignment<br />Pepsi<br />For those who think young<br />
    35. 35.
    36. 36. < 3 ><br />
    37. 37. How should I advertise?<br />
    38. 38. Create a networked strategy<br />
    39. 39. Possible Future?<br />
    40. 40. http://www.youtube.com/watch?v=VQ3d3KigPQM<br />Current<br />Brand Affiliation<br />
    41. 41. http://www.youtube.com/watch?v=GkHNNPM7pJA<br />Future<br />Digital Storytelling<br />
    42. 42. ences<br />Differ<br />Current<br />Future<br /><ul><li>Passive
    43. 43. Entertaining
    44. 44. Similar to old
    45. 45. Focuses on using a single technology to distribute message
    46. 46. Event/Experience oriented
    47. 47. Active
    48. 48. Exploratory
    49. 49. Network-based
    50. 50. Leverages strengths of various technologies to craft an experience/activity
    51. 51. More complex approach</li></li></ul><li>Thank You<br />Contact @ pdigangi@gmail.com | Me @ www.paulmdigangi.com<br />

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