Here are some tips for image editing for web usage: - Use JPEG file format for photos - Optimize file size - no larger than 500KB per image - Resize images to around 1000 pixels on the long side for high resolution displays - Compress and optimize images without losing too much quality - Remove backgrounds or excess whitespace - Adjust brightness, contrast and color balance if needed - Add watermarks or logos if desired - Save optimized copies of images for web use

1. 1 stRegional WIEF WebReach
Internet Marketing Workshop
Nairobi, Kenya
4th to 8th September 2012

2. OVERVIEW

3. Overview
• Day 1
– Introduction to Internet Presence
– Understanding Internet Usage
– Search Engine Optimization (SEO)
– Web Development
• Domain Name
• Registration of Websites
• Website Content & Structure
• Product Photography
• Image Editing

4. Overview
• Day 2 - Web Content Management System (CMS)
– Basic setting:
• Web layout
• Design template setting
• Banner setting
– Content setting:
• Page creation/edition
• Sitemap / Content structure
• Image gallery
• Product catalog
• Forms
– Embedding objects
– SEO tips and tricks
• Keywords
• Meta tags
• H1 tags
• Title page

5. Overview
• Day 3 – Internet Marketing
– URL submission
– Generic Online Classifieds
– Industry-specific Portals
– Viral Marketing
• Document (powerpoint / pdf / word doc)
• Video
– Photo marketing
– Google Map
– QR Code

6. Overview
• Day 4 – Social / Conversational Media
Marketing
– Location Based Service: Foursquare
– Micro-blogging: Twitter
– Photo Sharing/Virtual Pin-board: Pinterest
– Social Networking: Facebook
– Facebook Marketing
• Setting up of FanPage

7. Overview
• Day 5 – Social / Conversational Media
Marketing
– Experience Sharing
– FB Content Strategy
– Mock Campaign
– Internet as Business and Productivity Tool
– Review of Marketing Strategy

8. THE BUILDING BLOCKS

9. Introduction
• Website
• Blog-site
Internet • Social Networks / Media
• Photo Sharing
Presence • Micro Blogging
• Portals / Marketplaces / Classifieds / E-
directories
Internet • Shopping cart
• Auction sites
• G2B, B2B portals
Business • In-direct payment (COD, Bank-In, etc)
Online • Payment gateway
• Mobile-pay
Transaction • PayPal

10. Understanding Internet Usage

11. Understanding Internet Usage

12. Understanding Internet Usage

13. Understanding Internet Usage

14. Understanding Internet Usage

15. Understanding Internet Usage
Internet User Statistics
Country Population Internet Internet Penetration Facebook FB
Users Users Population Users Penetration
(2000) (2011) of Online
Users
Kenya 41mil 200,000 10.5mil 25.5% 1.6mil 15%
Uganda 34.6mil 40,000 4.2mil 12.1% 470k 11%
Tanzania 42.7mil 115,000 4.9mil 11.5% 560k 11%
Source:
www.internetworldstats.com
www.socialbakers.com

16. Search Engine Optimization (SEO)
• Search Engine Optimization (SEO) is the process
or technique of improving a website’s ranking in
the Search Engine Results Page (SERP) and
visibility via natural or organic search (unpaid)

19. Search Engine Optimization (SEO)
• Basic strategy for SEO:
– Domain name (URL)
– Title page
– Content (heading, frequency and placement of
keywords)
– 3rd party links to website
– Number of clicks (clickthrough) in Search Results
page
• Google External Keyword Tool
– https://adwords.google.com/select/KeywordToolExte
rnal

20. Google Love
• If you haven't heard, google is awesome - with
everything from search to mail to maps. Its
literally the best way to get things done and
something that you will see a lot in this
workshop.
• So sign up for a google account if you haven't
already.
• Go to google.com/accounts

21. SEO Activity 1
• Go to Google External Keyword Tool
– https://adwords.google.com/select/KeywordToolExternal
– Under the Advanced Options and Filters
• Specify locations as your home country (i.e. Kenya, Uganda or Tanzania)
• Specify Languages as All Languages
– In Word or Phrase, type in your keyword
– Start with one word, then perform combinations of keywords and repeat in
multiple language
– Jot down 10 to 15 important keywords based on number of global and
local monthly searches

22. Why are keywords important?
• 72.7% of traffic / visitors to a website is via
search engine; hence via keyword
• Keywords can be used in formulating strategies
for
– Domain name selection
– Title page
– Website content
– Postings on 3rd party sites
– All sorts of internet marketing techniques

23. WEB DEVELOPMENT

24. Domain Name
• Unique identifier on the Internet
• Indexed by search engine and one of the main
criteria in getting good SERP ranking
• Common strategy for domain name selection:
– Branding
• www.oracle.com or www.nanis.com.my
– Keyword
• www.herbalspa.com or www.trainingfacility.com.my
– Hybrid
• www.anjefoodpaste.com or www.embuncards.com

25. Domain Name
• Parameters to consider in deciding your domain
name:
– Domain type (.com or .co.ke / .co.tz / .co.ug)
• International vs. local domain
• Depending on target market / target viewer for your website
– Not too long
• www.travelkenya.com vs www.estatouragencykenya.co.ke
– Easy to read / spot / remember
• Something catchy or straight to the point
– Avoid using ‘useless’ terms
• ‘2u’ or ‘foryou’ or ‘thebest’
– Do not be too obsessed with company name (different
from brand)
• www.mzsb.co.ke or www.pineview.com

26. Domain Name
• For purpose of WebReach workshop, we are
using GoogleSiteBuilder tool
• As such, your domain name will look like:
– freshfruits.kbo.co.ke
– freshfruits.getafricaonline.com
• Activity 2:
– List out several of your desired domain name
– Call me to your desk for review / discussion

27. Website Content & Structure
• Content strategy:
– Understanding your target market / target viewer
– Objective of website
• Corporate profiling
• Marketing channel
• Sales channel
– Utilization and placement of keywords
• Activity 3: Come up with your website content
structure

28. Website Content & Structure
• Sample of Content Structure (manufacturer):
– Homepage
– About Us
• Background
• Certifications
• Awards
– Product
• Category 1
– Sub-category A
– Sub-category B
• Category 2
– Sub-category C
– Sub-category D
– Distributors
• List of distributors
• Distributors wanted
– Testimonials
– Gallery
– Contact Us

29. Product Photography
• Things to consider
– Product type
• Wood, Metal, Glass, Fruits, Dried goods, Fresh goods, etc
– Image composition
– Choose the best looking product
• Make sure labels and packaging in good form
– Clean and Simple background that is not interfering with
product
– Proper equipment
– Lighting technique
Direct Lighting Bounced Lighting Diffused Lighting

30. Product Photography
• Things to remember:
– Lighting
– Background
– Multi-situation
– Multi-angle
– Photo dimension
• Activity 4: Use of Lightbox

31. Product Photography
• Image Editing for web usage
– File type
– File size
– Image dimension
– Image manipulation