Social Media – The digital communication in the web How to be found in the web: - Website (tips for creating, search engine optimization and analyzing the website). - Social networks. - Local promotion with Google+ Local, foursquare or online classified directories. - Promotion in the web with online ads. - Writing blog articles on a blog on your website or using Google Blogger or WordPress. - Help forums. - Press portals.

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Social Media
Claudia Dieterle
The digital communication in the web

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Types of websites
● Website (standard, detailed)
● Mobile websites, especially for mobile
devices
● Microsite (smaller website)
● Landing page, a page especially done for
promotion purposes

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Structure of a website
● Welcome page
● About us/about me
● Information about products/services, etc.
● Updates/news
● Picture gallery
● Online shop (general conditions, data
protection, about)
● Contact/about

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Website contact page
● Contact form
with a minimum of obligatory fields.
Indicate your email also separately,
show your address,
eventually a captcha
(good readability) as
a spam protection.

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Website tips
● Quick loading time (PageSpeed Insights)
● Mobile website (responsive webdesign or
a separate website)
● View in different browsers
● Regular updates
● Easy to find contact data
● Check links (404 error pages)
● Social networking and QR Codes

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Website tips
● Social networking
Who likes it?
● QR Codes
Scan URL, text or
visit card with a
smartphone

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Website tips bounce rate
● Clearly visible telephone number in the
header
● Download of a free of charge pdf-file
● Download of a free of charge e-book
● Offer a free of charge webinar
● Free of charge gift for an order
Advantage: Decrease of the bounce rate.
Remarketing possible with email address.

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Website tips online shop
● Complete product information
● Show customer ratings
● Make it easy to find information about
pricing, payment conditions, delivery,
return delivery, shipping costs
● Easy and quick order processing
● Give the possibility to register as a guest
with less information

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1. SEO =
Search engine optimisation
● Keywords in the domain/subdomain
● Keywords in significant page titles
● Keywords in the header and the text
● Keywords in the file name and alt-tags
● Keywords e. g. formatted in bold
● Keywords at the beginning or end of the
text

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1. SEO =
Search engine optimisation
● Keyword (example of Wikipedia)

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1. SEO =
Search engine optimisation
● Keyword Social Media

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2. SEO =
Search engine optimisation
Meta data:
● Meta title
● Meta description
● Meta keywords (for Bing, Yahoo, ...)

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2. SEO =
Suchmaschinenoptimierung
Important: Separate meta data for each page!
● Meta description
● Picture in the search result with Google
authorship. More information at:
https://plus.google.com/authorship?hl=en

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3. SEO =
Search engine optimisation
● Backlinks, internal links
● Easy navigation:
Clear menus and buttons with significant
descriptions
● URLs with clear names and favicon
● Sitemap

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3. SEO =
Search engine optimisation
● Internal and external links
● Navigation
horizontal or vertical (left or right)
● URLs with clear name and favicon

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3. SEO =
Search engine optimisation
● Sitemap

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4. SEO =
Search engine optimisation
● Significant file names of pictures
● Captions for pictures
● Alt-tags (alt-attributes)/alternative texts
● Title-attribute (mouse-over, more detailed
description of the picture)

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4. SEO =
Search engine optimisation
● Caption and alternative text

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Google Analytics
Installation of a tracking code for measuring
data of the visitors:
● Quantity of visitors.
● Country, town, language of the visitors.
● Which pages have been visited (duration
of the visit)?
● Bounced on which page?
● New or returning visitors?

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Google Analytics
Measuring data of visitors after installation
of a tracking code (data protection!):

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Social Networks
● Facebook and Google+ private profile and
page
● Twitter (tweets with a maximum of 140
characters)
● YouTube (videos)
● Pinterest, flickr, Instagram, Tumblr
● Xing or LinkedIn
● about.me, SlideShare

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Social Networks
● Facebook page

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Social Networks
● Google+ page

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Social Networks
● Twitter (tweets with a maximum of 140
characters)

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Social Networks
● YouTube (videos)

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Social Networks
YouTube (videos)
● A filmlet with persons
● A product film with directions for use
● A product seen from all angles
● Slide Show (pictures and texts)
● „Like“ and comments possible

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Social Networks
● Pinterest

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Social Networks
● flickr

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Social Networks
● Xing

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Social Networks
● LinkedIn

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Social Networks
● about.me

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Social Networks
● SlideShare

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Local promotion
For companies who sell mainly locally:
● Google Places resp. Google+ Local
● foursquare
Online classified directories:
● http://www.yellow.com
● http://www.yellowbook.com
● http://www.yellowpages.com

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Local promotion
● Google Maps, Google+ Local

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Local promotion
● foursquare

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Local promotion
● yellowbook

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Promotion
Promotion in the web:
● Google AdWords
● Facebook ads
● Twitter ads
● Ads on YouTube
● Pinterest Product Pins

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Blogs, forums, press portals
● Blog on the website
● Google Blogger
● WordPress
● Google forum/Google help group
● http://www.openpr.com
● http://www.prnewswire.com
● http://www.world-newspapers.com

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Blogs, forums, press portals
● Blog on the website

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Blogs, forums, press portals
● Google Blogger

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Blogs, forums, press portals
● WordPress

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Blogs, forums, press portals
● Google forum/Google help group

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Blogs, forums, press portals
● Press portal openPR

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Social Media
How are you found in the web?