Internet Marketing 102: Websites & Email  Search Engine Results, Optimization & Marketing Social Media New Media visit:  w...
Internet Marketing 102 <ul><li>Internet Marketing 101  </li></ul><ul><li>Internet Marketing 102 </li></ul><ul><li>Websites...
Internet Marketing 101 <ul><li>Functional domain name for phone, b-card use </li></ul><ul><li>Coke or Pepsi Web Hosting </...
101: Website Hosting <ul><li>Typical Hosting Is Outside, Professional </li></ul><ul><li>$120 year, base cost </li></ul><ul...
101/2:  Huge Benefits for Nonprofits <ul><li>Serve the Board, Board-only Section </li></ul><ul><li>Serve Volunteers </li><...
101/2:  Huge Benefits for For-Profits <ul><li>Create & Support Brands </li></ul><ul><li>Support Sales Efforts </li></ul><u...
Internet Marketing 102 Costs <ul><li>Domain Names -- $100/year or less </li></ul><ul><li>Hosting -- $120/year </li></ul><u...
Domain Names <ul><li>Short, sweet, fits on business card </li></ul><ul><li>Logical  www.myorganizationwiththebiglongname.o...
SEO Domain Names <ul><li>Rescue a Golden of Arizona: </li></ul><ul><li>Actual:  www.golden-retriever.org </li></ul><ul><li...
Design & Maintenance <ul><li>Professional Website developer on staff  </li></ul><ul><li>Professional Developer on retainer...
Needed Talent & Expertise <ul><li>Design (ongoing help) </li></ul><ul><li>Marketing & Communications  </li></ul><ul><ul><l...
<ul><li>Web-Based Programming </li></ul><ul><ul><li>Coke = Linux (46%), My SQL, PHP, HTML </li></ul></ul><ul><ul><li>Pepsi...
E-Commerce:  Online Sales <ul><li>Selling the Event (Details, PDF) </li></ul><ul><li>Registering Online Classes </li></ul>...
E-Commerce – Levels of the Game <ul><li>PDFs with Order Forms (IM 101) </li></ul><ul><li>Complete Form On Site & Mail (IM1...
E-Commerce – Requirements <ul><li>Bank Account (may dictate merchant account) </li></ul><ul><li>Merchant Account  </li></u...
Desert Museum IM 102 Real-Time Boarding Pass Sale +
Internet Marketing Reduces Costs <ul><li>Online Brochures   </li></ul><ul><li>Virtual Newsletters, Magazines (PDFs) </li><...
Email Campaign Functions <ul><li>Manage Multiple Lists </li></ul><ul><li>Opt Out </li></ul><ul><li>Subscribe, Send (Tell a...
Email Campaign Issues <ul><li>Spam Filters More Powerful </li></ul><ul><li>Number of Opens Reduced </li></ul><ul><li>Extre...
Email Campaign Tips <ul><li>Brand the Campaign </li></ul><ul><li>Plan on a Series </li></ul><ul><li>Subject Line = Your He...
Beyond Websites & Email <ul><li>Search Engine Results & Optimization </li></ul><ul><li>Search Engine Marketing </li></ul><...
Optimize Your  Organic  Search Listing Result <ul><li>The Title </li></ul><ul><li>The Description </li></ul>
Title Shown = Page Title
Description +/- Meta Tag Description
No Meta Tag, plus  Flash is a Problem
A Good  Organic  Search Listing Result <ul><li>The Title </li></ul><ul><li>The Description </li></ul>
Google Page Ranking <ul><li>Go to Google Toolbar </li></ul><ul><li>Add Site Ranking Tool to Internet Explorer </li></ul><u...
Use Google Local Business Yahoo! Local Listings
Search Engine Optimization <ul><li>Really Another Webinar </li></ul><ul><li>Domain Name = Major Factor </li></ul><ul><li>C...
Key Points to Take Away <ul><li>Get Your Page Titles/Descriptions Right </li></ul><ul><li>Try Google Local Business, Yahoo...
Search Engines & Sandbox <ul><li>Up to 6 months for new sites </li></ul><ul><li>Search Engine Marketing shortens that </li...
Search Engine Marketing <ul><li>Google Analytics, WebTrends Visitor Reports </li></ul><ul><li>Google Search Marketing (Cok...
Search Marketing Basics <ul><li>Daily Budget – Do Not Exceed!  Be Careful! </li></ul><ul><li>Credit Card Account, $1 a day...
Types of Blogs <ul><li>Personal “blog” </li></ul><ul><li>News or advice “blog” </li></ul><ul><li>Media “blog” = commenting...
Blogs: Personal, Informational <ul><li>Personal diary or column </li></ul><ul><li>Indexed by search engines </li></ul><ul>...
Media “Blogs”  The Arizona Daily Star <ul><li>Publish blog comments (in print edition) </li></ul><ul><li>Screen Names = No...
Reacting to News & Media Blogs <ul><li>Be Prepared for News Story </li></ul><ul><li>Include in Crisis Communication Plan <...
Micro-Blog: Twitter <ul><li>Micro-blogging, 140 characters or less </li></ul><ul><li>Launched in 2006 </li></ul><ul><li>9....
Social Media:  Facebook <ul><li>Projected to surpass MySpace </li></ul><ul><li>Personal, Professional & Business Use </li>...
Facebook Personal Page <ul><li>Requires careful control of access </li></ul><ul><li>Becomes personal very easily </li></ul...
Facebook Views <ul><li>Cross Check with Generic Account </li></ul><ul><li>Not Logged In </li></ul><ul><li>Logged In – Not ...
Facebook Business Page
Social Media, Professional <ul><li>LinkedIn </li></ul><ul><li>Plaxo  </li></ul><ul><ul><li>Public Profile </li></ul></ul><...
Other “New” Media <ul><li>Podcasts:  Your Own Radio Program </li></ul><ul><li>YouTube:  Video! </li></ul><ul><li>Cell Phon...
Resources <ul><li>www.netoutcomes.com/internetmarketing102/ </li></ul><ul><li>Dave Tedlock’s Blog </li></ul><ul><li>www.ne...
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Internet Marketing 102 Websites, Email, Social Media, & New Options

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  • Internet Marketing 102 Websites, Email, Social Media, & New Options

    1. 1. Internet Marketing 102: Websites & Email Search Engine Results, Optimization & Marketing Social Media New Media visit: www.netoutcomes.com/internetmarketing102/
    2. 2. Internet Marketing 102 <ul><li>Internet Marketing 101 </li></ul><ul><li>Internet Marketing 102 </li></ul><ul><li>Websites </li></ul><ul><li>Email </li></ul><ul><li>Search Engine Results & Optimization </li></ul><ul><li>Search Marketing </li></ul><ul><li>Social Media </li></ul><ul><li>New Media </li></ul>
    3. 3. Internet Marketing 101 <ul><li>Functional domain name for phone, b-card use </li></ul><ul><li>Coke or Pepsi Web Hosting </li></ul><ul><li>Initial Search Engine Registration Complete </li></ul><ul><li>Keys to ROI Nonprofits </li></ul><ul><li>Keys to ROI for For-Profits </li></ul>
    4. 4. 101: Website Hosting <ul><li>Typical Hosting Is Outside, Professional </li></ul><ul><li>$120 year, base cost </li></ul><ul><li>Secure pages (SSL), Shopping Cart, other add-ons increase costs </li></ul><ul><li>Coke of Web Hosting: </li></ul><ul><ul><li>Linux, My SQL database, PHP </li></ul></ul><ul><li>Pepsi of Web Hosting: </li></ul><ul><ul><li>Windows, Access or SQL database, ASP </li></ul></ul>
    5. 5. 101/2: Huge Benefits for Nonprofits <ul><li>Serve the Board, Board-only Section </li></ul><ul><li>Serve Volunteers </li></ul><ul><li>Promote Events </li></ul><ul><li>Accept Donations </li></ul><ul><li>Sell Products or Services </li></ul><ul><li>Recruit People </li></ul><ul><ul><li>Board Members </li></ul></ul><ul><ul><li>Volunteers, Employees </li></ul></ul><ul><li>Reduce Costs </li></ul>
    6. 6. 101/2: Huge Benefits for For-Profits <ul><li>Create & Support Brands </li></ul><ul><li>Support Sales Efforts </li></ul><ul><li>Create Actual Sales </li></ul><ul><li>Provide Customer Service </li></ul><ul><li>Build Brand-Loyal Communities </li></ul><ul><li>Recruit Employees </li></ul><ul><li>Reduce Costs </li></ul>
    7. 7. Internet Marketing 102 Costs <ul><li>Domain Names -- $100/year or less </li></ul><ul><li>Hosting -- $120/year </li></ul><ul><li>Design, Build & Maintain </li></ul><ul><li>Search Engine Results </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Search Marketing </li></ul><ul><li>Other Internet Marketing Efforts </li></ul><ul><ul><li>Email Campaigns </li></ul></ul><ul><ul><li>Social Media </li></ul></ul>
    8. 8. Domain Names <ul><li>Short, sweet, fits on business card </li></ul><ul><li>Logical www.myorganizationwiththebiglongname.org </li></ul><ul><li>Search Engine Optimization (SEO) </li></ul><ul><li>$10 - $20/year per domain; no-brainer </li></ul><ul><ul><li>www.godaddy.com </li></ul></ul><ul><ul><li>www.networksolutions.com </li></ul></ul>
    9. 9. SEO Domain Names <ul><li>Rescue a Golden of Arizona: </li></ul><ul><li>Actual: www.golden-retriever.org </li></ul><ul><li>SEO: www.arizonagoldenretrieverrescue.com </li></ul><ul><li>Tu Nidito: </li></ul><ul><li>Actual: www.tunidito.org </li></ul><ul><li>SEO Option: www.tucsonfamilysupport.com </li></ul>
    10. 10. Design & Maintenance <ul><li>Professional Website developer on staff </li></ul><ul><li>Professional Developer on retainer/contract </li></ul><ul><li>Content Management System (CMS) </li></ul><ul><li>Lower Costs with Dreamweaver/Contribute </li></ul><ul><li>Build What You Can Sustain with Your Budget </li></ul><ul><li>Get Access at Code Level to </li></ul><ul><ul><li>Page Title </li></ul></ul><ul><ul><li>Meta Tag “Description” </li></ul></ul>
    11. 11. Needed Talent & Expertise <ul><li>Design (ongoing help) </li></ul><ul><li>Marketing & Communications </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Marketing </li></ul></ul>
    12. 12. <ul><li>Web-Based Programming </li></ul><ul><ul><li>Coke = Linux (46%), My SQL, PHP, HTML </li></ul></ul><ul><ul><li>Pepsi = Windows (29%), SQL, ASP/PHP, HTML </li></ul></ul><ul><ul><li>RC Colas = Cold Fusion, Drupal, Others </li></ul></ul><ul><li>Convenient Editing (CMS) </li></ul><ul><ul><li>Dreamweaver is powerful, time saving </li></ul></ul><ul><ul><li>Contribute </li></ul></ul><ul><ul><ul><li>Like Using Word </li></ul></ul></ul><ul><ul><ul><li>Limit Access to pages, areas to edit </li></ul></ul></ul>Needed Talent & Expertise
    13. 13. E-Commerce: Online Sales <ul><li>Selling the Event (Details, PDF) </li></ul><ul><li>Registering Online Classes </li></ul><ul><li>Cross Selling: </li></ul><ul><ul><li>T-Shirt with Babysitters Class </li></ul></ul><ul><ul><li>Membership with Event Ticket Sale </li></ul></ul>
    14. 14. E-Commerce – Levels of the Game <ul><li>PDFs with Order Forms (IM 101) </li></ul><ul><li>Complete Form On Site & Mail (IM101) </li></ul><ul><li>Secure Site/Manual Processing (IM 101) </li></ul><ul><li>Shared Ecommerce Platform </li></ul><ul><ul><li>Networkforgood.org </li></ul></ul><ul><ul><li>Guidestar – check your listing </li></ul></ul><ul><li>Real-Time Payment Processing – 102 </li></ul>
    15. 15. E-Commerce – Requirements <ul><li>Bank Account (may dictate merchant account) </li></ul><ul><li>Merchant Account </li></ul><ul><li>Real-Time Processing Credit Card Charges </li></ul><ul><ul><li>(Must be Compatible with Merchant Account) </li></ul></ul><ul><li>Shopping Cart </li></ul><ul><ul><li>Must be Compatible with Gateway </li></ul></ul><ul><ul><li>Add & Subtract Items </li></ul></ul><ul><ul><li>Suggest additional purchases </li></ul></ul><ul><ul><li>Levels of administrative access </li></ul></ul><ul><ul><li>Over 200 shopping cart programs to choose from </li></ul></ul><ul><li>Order Form (single item sales, e.g. tickets) </li></ul>
    16. 16. Desert Museum IM 102 Real-Time Boarding Pass Sale +
    17. 17. Internet Marketing Reduces Costs <ul><li>Online Brochures </li></ul><ul><li>Virtual Newsletters, Magazines (PDFs) </li></ul><ul><li>Fund Raising/Sales Campaigns </li></ul><ul><li>Go “Green:” No postal mailings </li></ul><ul><li>E-mail Campaigns </li></ul>
    18. 18. Email Campaign Functions <ul><li>Manage Multiple Lists </li></ul><ul><li>Opt Out </li></ul><ul><li>Subscribe, Send (Tell a friend) </li></ul><ul><li>Get Reports on Opens, Deletes, Etc. </li></ul><ul><li>Constant Contact = Cost Competitive </li></ul>
    19. 19. Email Campaign Issues <ul><li>Spam Filters More Powerful </li></ul><ul><li>Number of Opens Reduced </li></ul><ul><li>Extremely High Competition </li></ul><ul><li>Must Deliver Real Value to Recipients </li></ul><ul><li>Avoid Mistakes </li></ul><ul><ul><li>(UC San Diego mistake in admissions email) </li></ul></ul>
    20. 20. Email Campaign Tips <ul><li>Brand the Campaign </li></ul><ul><li>Plan on a Series </li></ul><ul><li>Subject Line = Your Headline </li></ul><ul><li>Use a real “From” address </li></ul><ul><li>Avoid “Free” in Subject Line </li></ul><ul><li>Call for Action: “Click here to…” </li></ul><ul><li>Ask for Feedback </li></ul>
    21. 21. Beyond Websites & Email <ul><li>Search Engine Results & Optimization </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Communities (Facebook, LinkedIn, Plaxo) </li></ul></ul><ul><li>New Media </li></ul>
    22. 22. Optimize Your Organic Search Listing Result <ul><li>The Title </li></ul><ul><li>The Description </li></ul>
    23. 23. Title Shown = Page Title
    24. 24. Description +/- Meta Tag Description
    25. 25. No Meta Tag, plus Flash is a Problem
    26. 26. A Good Organic Search Listing Result <ul><li>The Title </li></ul><ul><li>The Description </li></ul>
    27. 27. Google Page Ranking <ul><li>Go to Google Toolbar </li></ul><ul><li>Add Site Ranking Tool to Internet Explorer </li></ul><ul><li>Check Out Your Website’s Ranking </li></ul>
    28. 28. Use Google Local Business Yahoo! Local Listings
    29. 29. Search Engine Optimization <ul><li>Really Another Webinar </li></ul><ul><li>Domain Name = Major Factor </li></ul><ul><li>Check Keyword Use (automated) </li></ul><ul><li>Page Characteristics (dozen factors) </li></ul><ul><li>Coding Standards: Run W3C Markup Validation (Code Check) </li></ul><ul><li>Site Characteristics </li></ul><ul><li>Inbound Link Values </li></ul><ul><li>Negative Ranking Factors </li></ul><ul><li>Total of 60+ Factors </li></ul>
    30. 30. Key Points to Take Away <ul><li>Get Your Page Titles/Descriptions Right </li></ul><ul><li>Try Google Local Business, Yahoo! Local </li></ul><ul><li>Follow Check List for SEO Characteristics </li></ul><ul><li>Avoid the Negative Characteristics </li></ul><ul><li>Search Marketing Helps </li></ul>
    31. 31. Search Engines & Sandbox <ul><li>Up to 6 months for new sites </li></ul><ul><li>Search Engine Marketing shortens that </li></ul>
    32. 32. Search Engine Marketing <ul><li>Google Analytics, WebTrends Visitor Reports </li></ul><ul><li>Google Search Marketing (Coke) </li></ul><ul><li>Yahoo! Search Marketing (Pepsi) </li></ul>
    33. 33. Search Marketing Basics <ul><li>Daily Budget – Do Not Exceed! Be Careful! </li></ul><ul><li>Credit Card Account, $1 a day minimum </li></ul><ul><li>Starts at Midnight, ends when no daily $$$ spent </li></ul><ul><li>Free Impressions </li></ul><ul><li>Pay per click-through, Range from .10 to $2.00 </li></ul>
    34. 34. Types of Blogs <ul><li>Personal “blog” </li></ul><ul><li>News or advice “blog” </li></ul><ul><li>Media “blog” = commenting on news stories </li></ul><ul><li>Twitter, Limit of 140 characters “Micro-blog” </li></ul>
    35. 35. Blogs: Personal, Informational <ul><li>Personal diary or column </li></ul><ul><li>Indexed by search engines </li></ul><ul><li>Be careful what you say </li></ul><ul><li>Marketing & Communications Use </li></ul><ul><ul><li>Search for employee use </li></ul></ul><ul><ul><li>Search for customer comments </li></ul></ul><ul><li>Choices </li></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>Technocrati </li></ul></ul><ul><ul><li>Live Journal </li></ul></ul>
    36. 36. Media “Blogs” The Arizona Daily Star <ul><li>Publish blog comments (in print edition) </li></ul><ul><li>Screen Names = No accountability </li></ul><ul><li>In Computers, we have “BIOS” </li></ul><ul><ul><li>Basic Input, Output </li></ul></ul><ul><ul><li>What you see when you turn on a computer </li></ul></ul><ul><li>In Media Blogs, UGBIOS </li></ul><ul><ul><li>Ugliness </li></ul></ul><ul><ul><li>Bad Manners </li></ul></ul><ul><ul><li>Ignorance & </li></ul></ul><ul><ul><li>Off-the-wall Stupidity </li></ul></ul><ul><li>Blogs = Free user-generated content </li></ul><ul><li>Blogs = Increased length of stay on site </li></ul><ul><li>Free Content + Increased Length of Stay = Profit$ </li></ul>
    37. 37. Reacting to News & Media Blogs <ul><li>Be Prepared for News Story </li></ul><ul><li>Include in Crisis Communication Plan </li></ul><ul><li>Seed the Blog </li></ul><ul><ul><li>Board and/or Staff Members </li></ul></ul><ul><ul><li>Volunteers </li></ul></ul><ul><ul><li>Loyal Customers/Clients </li></ul></ul><ul><li>Act Quickly </li></ul><ul><li>Remember – Blogs Indexed by Search Engines </li></ul>
    38. 38. Micro-Blog: Twitter <ul><li>Micro-blogging, 140 characters or less </li></ul><ul><li>Launched in 2006 </li></ul><ul><li>9.3 Million users as of April 2009 </li></ul><ul><li>April, 2009, Aurora Health Care locked out: staff posted too many “Tweets” </li></ul><ul><li>www.justtweetit.com a useful directory </li></ul><ul><li>Traffic up 131% in March, 2009 </li></ul><ul><li>Monitor Tweets for your company/client </li></ul>
    39. 39. Social Media: Facebook <ul><li>Projected to surpass MySpace </li></ul><ul><li>Personal, Professional & Business Use </li></ul><ul><li>Study links lower grades to Facebook use </li></ul><ul><li>Organizations block employee access to Facebook (productivity issue) </li></ul>
    40. 40. Facebook Personal Page <ul><li>Requires careful control of access </li></ul><ul><li>Becomes personal very easily </li></ul><ul><li>Requires substantial maintenance </li></ul>
    41. 41. Facebook Views <ul><li>Cross Check with Generic Account </li></ul><ul><li>Not Logged In </li></ul><ul><li>Logged In – Not Friend </li></ul><ul><li>Network </li></ul><ul><li>Friend </li></ul>
    42. 42. Facebook Business Page
    43. 43. Social Media, Professional <ul><li>LinkedIn </li></ul><ul><li>Plaxo </li></ul><ul><ul><li>Public Profile </li></ul></ul><ul><ul><li>Business, Not Personal </li></ul></ul><ul><ul><li>Links to Websites </li></ul></ul><ul><ul><li>Networking Potential </li></ul></ul><ul><ul><li>New stream of spam </li></ul></ul>
    44. 44. Other “New” Media <ul><li>Podcasts: Your Own Radio Program </li></ul><ul><li>YouTube: Video! </li></ul><ul><li>Cell Phones, PDAs = “Mobile Apps” </li></ul><ul><ul><li>“ The Third Screen” </li></ul></ul><ul><ul><li>Between the Cutting Edge & Bleeding Edge </li></ul></ul><ul><ul><li>Inevitable, monitor </li></ul></ul><ul><li>Instant Messaging, a Prediction </li></ul><ul><ul><li>Free with ads (billions a day) </li></ul></ul><ul><ul><li>Some other advertising angle </li></ul></ul><ul><li>Webinars </li></ul>
    45. 45. Resources <ul><li>www.netoutcomes.com/internetmarketing102/ </li></ul><ul><li>Dave Tedlock’s Blog </li></ul><ul><li>www.netoutcomes.com/Internet_Insights/Articles/tedlock_online.html </li></ul><ul><li>Contact Dave: 520.325.6900 </li></ul><ul><li>[email_address] </li></ul>

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