COOL AND CRUCIAL ONLINE MARKETING TACTICSAdrian TennantAdrian@CloudBurstConsulting.com

Overview

What are your customers, clients or stakeholders doing?

How is the Internet changing the role of advertising and public relations?

What are the coolest sites and technologies?

What can you do to improve your visibility online?

Web 1.0 – 2.0How we use the webAccess issues

The Evolving Web

The evolving web

Web 1.0A small number of writers create web pages for a large number of readers.

A one-to-many broadcast approach.

Web 1.5Personal publishing catches on and goes mainstream.

Communities of users form.

Web 2.0Information is broken up into microcontent units that can be distributed over dozens of domains.

The web of documents morphs into a web of data.

Content becomes part of a unified whole - an ecosystem - not an island.

How we’re using the web today News and information Entertainment E-commerce, multichannel retail E-Learning Politics Personal media sharing (photos, videos,

blogs) Business research, marketing, sales Keeping in touch with friends and family

What they areBookmarkingTagging

Social Networks

Social Networks

Internet applications that help connect friends,

business partners or other individuals together

using a variety of interactive tools.

Wikipedia: Flickr is a photo sharing website, a web services suite and an online community platform

www.flickr.com

Bookmarks & Tagging

People-powered metadata Share bookmarked websites with others See what other people have bookmarked Classify information with user-defined

labels or “tags” Implications for information architecture,

social software and interface design

Wikipedia: del.icio.us is a social bookmarking web service for storing, sharing, and discovering web bookmarks

http://del.icio.us

Bookmarking goes mainstreamBlue Dot BookmarkSy

nc Digg Diigo Furl GiveALink.or

g My Web Netvouz Newsvine Reddit Simpy SiteBar StumbleUpo

n Thoof

www.librarything.com

Google’s Universal Search

Concepts

Tag clouds provide a visual alternative to traditional web navigation

Users can control labeling – but most popular tags often obscure less frequently used ones

LibraryThing offers “Tagmash” using + and – keys to add and filter out keywords

Geotagging combines tags with geographic data: marker, latitude and longitude

YouTube videos’ tags can be embedded in blogs

Things to consider

Can users tag your content? Could you post informational videos on

YouTube? Could you post geo-tagged photos on Flickr? Do you provide bookmarks or link to RSS? How might you create a community or social

network around your product, service or content?

Do you have a LinkedIn profile, or a MySpace page?

Second Life

3-D virtual world Imagined and created by its residents Navigate the space as an avatar Currency - Linden Dollars Individuals, businesses, schools and non-

profits welcome Brands build virtual stores, hotels, sell

products Used for preliminary interviews

www.secondlife.com

How the world has changedDomestic search vs international searchSearch engine-friendly marketing

The Importance of Search

How the world has changed

In eleven years, the Internet has transformed

into a truly multilingual environment

75% English

25% English

25%Non-

English

75%Non-

English

Internet Users

InternetWorld Stats 2007

International search

To attract users from outside the U.S., your website must be visible on local search engines

Many international users speak English as a second language, but…

…perform searches in their native languages on local search engines

Understanding differences between search engines in international markets is critical

Gaining international visibility It is not necessary to have your entire website

translated, but… You do need to have at least one page

translated, optimized with keywords and meta tags

Visibility Tactics

Search-optimized press releases Article submissions User-Generated Content

Blogs and blog marketing Wikis and Squidoo lenses

Search Engine-Optimized P.R. Match what you offer with what users

are searching for Develop keywords and key phrases Build key phrases into releases Provide hyperlinks to deep content Leverage online press release

distribution methods for maximum reach

Search Engine-Optimized P.R.

Article Submissions

Write keyword and content-rich articles Post content in “article junctions” online Target sites that accept HTML format, so

you can include hyperlinks back to your site

Search engines like to index fresh content

Post frequently to increase links to your site

Article Submissions

User-Generated Content

Institute for Business Value Consumer Survey, Zoomerang.com 2007

Blog Marketing

Blogging

Informal wins over formal Raise awareness about your product or

service Drive qualified traffic to a relevant page on

your website Generate “buzz” online Promote and strengthen your brand image Consider blog networks for sponsored

posts

Wikis and Squidoo

www.wikipedia.org

www.squidoo.com

Universal Search

Google results include not just text links, but also maps, images, news and video

Results are aggregated on the main search page

Universal search is having a major impact on natural and paid search results

Google’s Universal Search

London joggers who took place in the Nike-sponsored 10K run could search runs by postcode, distance, or type of run; create a new run by clicking various points on the map; or save a list of their preferred routes.

The wild, wild west

Google Earth

Google Earth Content

International Flights Animation

Geologic Atlas of the U.S. UNESCO Sites in Germany Rising Sea Level Animation Global Language Audio Virtual Tourism Videos Webcams Zakouma Ivory Wars in

Chad City of London Timeline

Things to consider

Have you staked your claim to some Google Earth real estate?

Could you use layers and fly-bys to show off your office or retail locations?

How could you add a third dimension to your location and directions map?

Is your address information correct on Google?

Usability TestingAnalyticsEye-Tracing

Finding out what works

Usability Testing

Test with 6-7 participants Captures 85-95% of

issues Before/during design Avoids fixing mistakes

later Software tools for remote

testing with audio and video

Define audience’s goals Remove obstacles

www.usabilityprofessionals.org

Analytics

Google Analytics Measure site

statistics KPIs = goals Use in-built A/B

testing Optimizer tool

Test, refine and improve

Javascript vs log fileswww.google.com/analytics/

Eye Tracking

Eye-flow tracking + click data = Heatmaps

Test existing pages, prototype mock-ups

47% lift in sponsorship ad click-throughs

10x increase in home page click-throughs

www.cloudburstconsulting.com

Migration away from TVAdvertising everywhereOnline and offline integration

Advertising and PR are changing

Future advertising trends

No more “spray and pray” cluster bombs of advertising (hoping that some of it sticks)

Online media planning is pivotal Forget measuring eyeballs, measure

engagement More product placement, viral campaigns,

and sponsorships “Advertising won’t go away – it will go

everywhere”

Online and offline meet: Motorby Internet sign-up Mini owners in

Chicago, New York, Miami and San Francisco receive RFID key fob

Interactive digital billboards respond to RFID…

Billboards that know you by name

www.nytimes.com/2007/01/29/business/media/29cooper.html

Thank You!

Sign up for our free monthly e-newsletter at: www.CloudBurstConsulting.com

For more information: E: Info@CloudBurstConsulting.com T: (407) 557-2380