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Internet Marketing Now: New Tools and Trends


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Internet Marketing Now: New Tools and Trends

  1. 1. Internet Marketing Now: New Tools & Trends Instructor: Susan Barnes SFSU CEL Integrated Marketing Program April, 2009
  3. 3. It’s 2009: What Happened? <ul><li>Image courtesy of eHow </li></ul>
  4. 5. Let’s do some marketing <ul><li>Television </li></ul><ul><li>Radio </li></ul><ul><li>Print </li></ul><ul><li>Billboards </li></ul><ul><li>Public Relations </li></ul><ul><li>Advertising </li></ul><ul><li>Trade Shows </li></ul>
  5. 6. Broadcast on mass
  6. 8. Consumers want control
  7. 9. Along came the Internet… <ul><li>Blogging </li></ul><ul><li>Social Networking </li></ul><ul><li>Photos & Videos </li></ul><ul><li>A Website with Search Engine presence (Google, Yahoo, MSN) </li></ul><ul><li>Email Marketing </li></ul><ul><li>Games and Virtual Worlds </li></ul><ul><li>Mobile Access </li></ul><ul><li>User Generated Content </li></ul>
  8. 10. Internet Marketing!
  9. 11. Internet Marketing? <ul><li>Blogging </li></ul><ul><li>Social Networking </li></ul><ul><li>Posting Photos & Videos </li></ul><ul><li>A Website with Search Engine presence (Google, Yahoo, MSN) </li></ul><ul><li>Email Marketing </li></ul><ul><li>Games and Virtual Worlds </li></ul><ul><li>Mobile Access </li></ul><ul><li>User Generated Content </li></ul>
  10. 12. What is Internet Marketing today?
  11. 13. What was Web 1.0.? <ul><li>Static websites </li></ul><ul><li>Content still pushed </li></ul><ul><li>One voice </li></ul><ul><li>Brochure-ware </li></ul><ul><li>Examples of 1.0 Sites? </li></ul>
  12. 14. What is Web 2.0.? { One to One… One to Many… Many to Many
  13. 15. What is Web 2.0.? { One to One… One to Many… Many to Many Image source: Wikipedia:
  14. 16. What is Web 2.0.? <ul><li>Listening </li></ul><ul><li>Sharing </li></ul><ul><li>Participating </li></ul><ul><li>Voting </li></ul><ul><li>Communicating </li></ul><ul><li>Connecting </li></ul><ul><li>Collaborating </li></ul>{ One to One… One to Many… Many to Many
  15. 17. What is Web 2.0.? <ul><li>Personal </li></ul>{ One to One… One to Many… Many to Many
  16. 18. What is Web 2.0 ? <ul><li>It’s social </li></ul><ul><li>It’s conversation </li></ul><ul><li>It’s dialog </li></ul><ul><li>It’s participation </li></ul>
  17. 19. The Funnel Reversed <ul><li>Regular people have a voice </li></ul><ul><li>Your customers have something to say </li></ul><ul><li>People are listening to each other </li></ul>
  18. 20. What does it all mean? <ul><li>“Content is the new democracy, and we the people are ensuring that our voices are heard” </li></ul>SOURCE: Brian Solis - The Social Media Manifesto
  19. 21. It’s Social
  20. 22. Social Media <ul><li>People are listening </li></ul><ul><li>People are following </li></ul><ul><li>People are voting </li></ul><ul><li>People are friending </li></ul><ul><li>People are watching </li></ul><ul><li>People are talking </li></ul>
  21. 23. The Conversation Prism By Brian Solis of PR 2.0. - http://www. briansolis .com/2008/08/introducing-conversation-prism.html
  22. 24. Source: Beth Kanter – Creating Your Own Social Media Strategy Map So How Do We Do It?
  23. 25. Listen What’s being published about you or your competition? Who’s tweeting about you or your industry? Keep track of the best content In your field with ease What are the top bloggers talking about?
  24. 26. Participate
  25. 27. Share Blogs Podcasts
  26. 28. Buzz Up And many more on
  27. 29. Network
  28. 30. What are the benefits? <ul><li>Build trust </li></ul><ul><li>Build followers </li></ul><ul><li>Add opportunities for people to find you </li></ul><ul><li>Increase links to your website </li></ul><ul><li>Search engine ranking improvement </li></ul><ul><li>Increase brand awareness </li></ul>
  29. 31. What are the benefits? <ul><li>Trust </li></ul><ul><li>Friends </li></ul><ul><li>Networks of personal connections </li></ul><ul><li>Fun </li></ul><ul><li>It’s all about… YOU! </li></ul>
  30. 32. What are the benefits? <ul><li>No not YOU! … It’s all about </li></ul>YOUR CUSTOMER!
  31. 33. Who Are You Talking To Who Are You Talking With ? <ul><li>Where does your audience spend most of their time online? </li></ul><ul><li>Why do they spend their time there? </li></ul><ul><li>Who are they? </li></ul><ul><li>Who are your fans? </li></ul><ul><li>Who are your enemies? </li></ul><ul><li>How do you start conversations with both of these groups? </li></ul>
  32. 34. What works well? <ul><li>Socially conscious topics go viral </li></ul><ul><li>Ideas that spread win </li></ul><ul><li>Funny, humorous, entertaining content </li></ul><ul><li>Inspirational stories </li></ul><ul><li>New and cool stuff </li></ul>
  33. 35. Case Study: Integration
  34. 36. The experience <ul><li>Saw a tweet about Earthhour on Twitter </li></ul><ul><li>Saw a link shared on Facebook </li></ul><ul><li>Went to the website </li></ul><ul><li>Was impressed by the integration </li></ul><ul><li>Joined the group </li></ul><ul><li>Tweeted about it </li></ul><ul><li>Posted an update about it on Facebook </li></ul><ul><li>Told all my friends to turn the light off at 8:30 p.m. </li></ul>
  35. 37. Opportunities to get involved <ul><li>Flickr - take a photo and upload it </li></ul><ul><li>YouTube - take a video and upload it </li></ul><ul><li>Blog about it </li></ul><ul><li>Tweet about it </li></ul><ul><li>Follow on your favorite social site </li></ul>
  36. 45. Social Feed
  37. 46. Results <ul><li>Flickr - 107 photos | 2,126,400 views between 10 Feb 2008 & 28 Mar 2009. </li></ul><ul><li>YouTube - 39 videos in the Channel 1,057,579 views on the main video 2,398 ratings and 4,127 comments </li></ul><ul><li>Facebook - 820,069 members and 67,254 fans </li></ul><ul><li>Twitter - 13,104 followers </li></ul><ul><li>MySpace - 12,100 friends </li></ul><ul><li>Social Feed - 14,031 people </li></ul>
  38. 47. Results <ul><li>Did this campaign build awareness? </li></ul><ul><li>How many people turned their lights off? </li></ul>
  39. 48. The Tools & Trends
  40. 49. Fish where the fish are Fish where the fish are
  41. 50. Quantcast Rankings
  42. 51. The “Share” Economy “ We are entering the share economy.” -- Catarina Fake (Founder of Flickr) at Davos 2007
  43. 52. Sharing Sites Photo Uploads*: 10 billion 6.2 billion 2 billion - 100s of millions of videos watched a day - 100s of thousands of uploaded videos daily. - Every minute, ten hours of video is uploaded. Share your PowerPoint Presentations on *
  44. 53. Facebook or MySpace?
  45. 54. Facebook
  46. 55. Facebook <ul><li>As of 02/19/2009 - 5,498,326 supporters </li></ul><ul><li>578,487 wall posts </li></ul><ul><li>44 videos in YouTube box </li></ul><ul><li>171,924 fans of the Obama application </li></ul>
  47. 56. Facebook Statistics Statistics are changing daily with more than 200 million users as of April 8th, 2009. What are people doing?
  48. 57. Facebook
  49. 58. Facebook
  50. 59. Facebook
  51. 60. Facebook
  52. 61. Facebook
  53. 62. Facebook Ads
  54. 63. Facebook <ul><li>Facebook Tips: </li></ul><ul><li>People are there to have fun and connect, so engage, entertain and enable </li></ul><ul><li>Create a reason to share your content or application </li></ul><ul><li>Make something entertaining or emotional </li></ul><ul><li>Encourage conversation - respond, reward and repeat (and retweet) </li></ul><ul><li>Participate </li></ul>
  55. 64. YouTube <ul><li>Will It Blend? </li></ul><ul><li>Who’s watching ? </li></ul>3,540,455 views since October 2006
  56. 65. YouTube <ul><li>Where the Hell is Matt? </li></ul>20,258,969 views since June 2008?
  57. 66. YouTube <ul><li>Where the Hell is Matt? </li></ul>72,593 views
  58. 67. YouTube and Viral Video
  59. 68. YouTube and Viral Video Why does this video (March 2007) get so much more traffic than this one (November 2007)? Video A Video B 12,381,106 views 1,925 views 37,031 ratings 5 ratings
  60. 69. YouTube and Viral Video Why does this Water conservation PSA work better than this Water conservation video? Video A Video B 336,375 views 1,350 views 87 ratings 1 rating
  61. 70. YouTube and Viral Video Why does this street performer spread better than this one ? Video A Video B 21,690 views 15 views 40 ratings 0 rating
  62. 71. YouTube and Viral Video Know your audience. Who are you talking with? Who are you entertaining? Who’s at your party?
  63. 72. What are your demographics? Go find out at Or
  64. 73. YouTube Contests Lipton Free Your Y YouTube Symphony KikkinItwithKikkoman Design Squad OneRepublic &quot;Apologize&quot; Cover Contest Winner
  65. 74. Twitter <ul><li>Stats </li></ul><ul><li>1,425,599,999 - number of Tweets to date (see an up to the minute count here ) </li></ul><ul><li>3,000,000 - number of Tweets/day(March 2008) (from TechCrunch ) </li></ul><ul><li>165,414 - number of followers of the most popular Twitter user (@ BarackObama ) - but he’s not active </li></ul><ul><li>86,078 - number of followers of the most active Twitter user ( @kevinrose ) </li></ul><ul><li>63% - percentage of Twitter users that are male (from Time ) </li></ul><ul><li>SOURCE: 49 Amazing Social Media, Web 2.0 and Internet Stats </li></ul>
  66. 75. Twitter SOURCE: Marketing Charts One in ten American Adults are tweeting
  67. 76. Twitter http://www.twitter. com/sfbart
  68. 77. Twitter <ul><li>Remember you only have 140 characters </li></ul><ul><ul><li>Share URLs by shortening them on </li></ul></ul><ul><ul><li> or similar </li></ul></ul><ul><ul><li>Listen and Share </li></ul></ul><ul><ul><li>Don’t use multiple tweets for a post – write a blog instead </li></ul></ul><ul><ul><li>Experiment with different Twitter management tools, like Tweetdeck, Twitterific, Twhirl, Seesmic </li></ul></ul><ul><ul><li>Customize your background </li></ul></ul>
  69. 78. Twitter: What to post <ul><li>Value: </li></ul><ul><li>Instructional content </li></ul><ul><li>Breaking news </li></ul><ul><li>Warnings </li></ul><ul><li>Give-aways and contests </li></ul><ul><li>Questions open the dialog </li></ul>
  70. 79. Twitter: Codes <ul><li>@Reply = at Reply </li></ul><ul><li>RT = Retweet </li></ul><ul><li>DM = Direct Message (Private) </li></ul><ul><li>#hashtag = Tag a message </li></ul><ul><li>TwitterFeed = Your stream of tweets </li></ul><ul><li>Tweet = a post on twitter (140 char) </li></ul>
  71. 80. Twitter: Codes <ul><li>@Reply = at Reply (say thanks, shout out to, reference) </li></ul>ev
  72. 81. Twitter: Codes <ul><li>RT = Retweet (repeat, share, vote up, point out) </li></ul>
  73. 82. Twitter: Codes <ul><li>DM: Direct Message (this is a private message that does not show up on the recipients feed) </li></ul>
  74. 83. Twitter: Codes <ul><li>#hashtag - A way to tag tweets so that it is easy to find with others about a similar topic See </li></ul>
  75. 84. What can we do with Twitter? <ul><li>Three C’s: </li></ul><ul><li>1. Conversations </li></ul><ul><li>2. Connections </li></ul><ul><li>3. Contests </li></ul><ul><li>Start conversations </li></ul><ul><li>Build base of connections/friends/followers </li></ul><ul><li>Hold contests </li></ul>
  76. 85. Conversations on Twitter? <ul><li>Follow people and engage in conversation </li></ul><ul><li>Think: cocktail party </li></ul><ul><li>Introduce yourself, be polite and friendly </li></ul>
  77. 86. Connections on Twitter? <ul><li>Find people similar interests </li></ul><ul><li> </li></ul><ul><li>Listen, respond and follow </li></ul><ul><li>Retweet and @Reply </li></ul>
  78. 87. Listen and Respond
  79. 88. Listen and Respond
  80. 89. Contests on Twitter? <ul><li> </li></ul><ul><li>TurboTax’s MySpace, Facebook and Twitter awareness building contest </li></ul>
  81. 90. Fun on Twitter <ul><li>10 Most Extraordinary Twitter Updates </li></ul>
  82. 91. Twitter Rankings and Grades <ul><li> </li></ul><ul><li> </li></ul>
  83. 92. Photo Sharing - Tagging with keywords: One more way for your information to be found in a search A great way to share your photos with lots of people Flickr photo by Lucian Badea
  84. 93. Photo Sharing briansolis
  85. 94. Photo Sharing
  86. 95. Blogs
  87. 96. Blogs <ul><li>Pros </li></ul><ul><li>Search Engine Friendly </li></ul><ul><li>Fresh </li></ul><ul><li>Open Door </li></ul><ul><li>Cons </li></ul><ul><li>Updating time </li></ul><ul><li>Content </li></ul><ul><li>Management </li></ul>If you can write - WRITE dude, WRITE!
  88. 97. Professional Social Networks Think QUALITY over quantity. Good Article: http://www. socialedge .org/discussions/marketing-communication/pumping-up-your-professional-network
  89. 98. LinkedIn <ul><li>Think QUALITY over quantity. </li></ul><ul><li>Build your network. </li></ul><ul><li>Join groups. </li></ul><ul><li>Ask and answer questions. </li></ul><ul><li>Add your URL. </li></ul><ul><li>Update your status. </li></ul>Good Article: http://www. socialedge .org/discussions/marketing-communication/pumping-up-your-professional-network
  90. 99. LinkedIn Case Study: Peter Kuperman
  91. 100. Reusing Information <ul><li>There is a lot of noise out there </li></ul><ul><li>It’s ok to repeat (or retweet) yourself a few times </li></ul><ul><li>Sharing is good </li></ul><ul><li>Remember that content is always king and queen </li></ul><ul><li>Always offer value </li></ul>
  92. 101. Where the Hell is Gavin Newsom?
  93. 102. Wrap-up
  94. 103. Secret Success Strategy Participation is Marketing
  95. 104. Secret Success Strategy Be You Be Patient Be Everywhere (that makes sense and you have time for) And most of all…
  96. 105. Participate
  97. 106. Broadcast Listen <ul><li>Do your homework </li></ul><ul><li>Understand who your market is </li></ul><ul><li>Learn from others’ mistakes </li></ul><ul><li>Respond </li></ul>
  98. 107. Wait Participate <ul><li>The Secret: Participation is marketing </li></ul><ul><li>Build your brand </li></ul><ul><li>Build your credibility </li></ul><ul><li>Listen </li></ul><ul><li>Participate </li></ul><ul><li>Discuss </li></ul>
  99. 108. Expect Engage <ul><li>Entertainment Rules </li></ul><ul><li>Trust Trumps All </li></ul><ul><li>Relationships are Real </li></ul><ul><li>Be Transparent </li></ul><ul><li>Be Authentic </li></ul><ul><li>Be Fun and Have Fun </li></ul>
  100. 109. Remember the Secret? Image courtesy of
  101. 110. Remember the Secret? It’s no longer about marketing, it’s about relationships and trust.
  102. 111. Remember the Secret? You can’t win if you don’t play the game.
  103. 112. Thank You! [email_address] http://twitter. com/susby Phone/SMS: (415) 305-6403 Your class WIKI: