Get the best from the web Part Two Pres
-
Upload
mbl-solutions-ltd -
Category
Technology
-
view
730 -
download
0
description
Transcript of Get the best from the web Part Two Pres
SEO and Website Marketing Workshops
Welcome Back
November 2009
Internet marketing, SEO, Social Networks and more…
Getting the best from the web
SEO and Website Marketing Workshops
Where are we?
Targetometer
SEO and Website Marketing Workshops
Agenda
• Part One– Introduction and background– Search Engine Optimisation (on site)– Generating Traffic Online (but off site)
• Break
• Part Two– Social Networking (on and off site)– Proactive Traffic Generation (Offline)– Integrated Marketing Campaigns
• Question time
SEO and Website Marketing Workshops
What is Web 2.0 & Social Media?
• Hype (or jargon)?• Technology?• Change in attitude of users or the attitude of Web
managers?• A web cop out or a way to give freedom to users?• A good thing or a bad thing?• Just another thing?• A fad?
SEO and Website Marketing Workshops
Influential Opinions
SEO and Website Marketing Workshops
Web 2.0 & Social Media & Social Networking
• Hard to define • Favourite “human interaction in a virtual world”• Technology / Attitude / Free
• Web 2.0 technology provides instant communication
• This technology and new attitude allows user generated content (UGC)
• Social Media are the new online tools• Social Networking is what we do
SEO and Website Marketing Workshops
Get on board now or be left behind
SEO and Website Marketing Workshops
Get aboard or be left behind
Loads x Lots of people
SEO and Website Marketing Workshops
We say…
• Don’t ignore it• Great opportunity• Don’t let it dazzle
• Keep a business focus and marketing perspective
• Remember the Golden Rules
SEO and Website Marketing Workshops
Who’s using Social Networks? (Ofcom)
• 30% of British adults have a Social Networking profile (up from 21% in 2007)
• 50% of users have a Facebook account – 6 hours per month from 4 hours last year
• BUT…• 5% drop in 15 – 24 year olds using Social Network
sites
• Usage is increasing and getting older
SEO and Website Marketing Workshops
User types (Forrester – Sean Corcoran)
• Creators
• Collectors
• Critics
• Joiners
• Spectators
SEO and Website Marketing Workshops
Strengths
• Personal
• Validated
• Credible
• Engaging
• Viral
SEO and Website Marketing Workshops
Increasing importance in SEO of:
• External Linking
• Web Footprint / Presence
• Authority
• Theme and Relevance
• Social Networking sites are seen to rank highly
SEO and Website Marketing Workshops
What do we use Social Networks for?
• Collaboration
• Recruitment
• Marketing and Focus groups
SEO and Website Marketing Workshops
Marketing
• Traffic generation and search
• Marketing– Brand positioning– PR– Leads– Sales– Customer interaction– Retention and reinforcement– Feedback
SEO and Website Marketing Workshops
Some (Social) Networks
• Blog (with links to your site)• Squidoo lens• MySpace• Facebook group• LinkedIn• Tagging (delicious, stumbleupon, Digg)• You Tube• Slideshare• Flickr• Twitter• Article Sites• PR Sites• Tradespace• Niche - Home Business Network / Mothers / etc..
SEO and Website Marketing Workshops
StumbleUpon
SEO and Website Marketing Workshops
digg
SEO and Website Marketing Workshops
delicious
SEO and Website Marketing Workshops
SEO and Website Marketing Workshops
Blog and blogging
• Easy to build - Wordpress• On site or off site?• Blog Directories/ Other blogs/ Your own site• Be interesting and not too salesy• Searchable Content• Couple of times a month
SEO and Website Marketing Workshops
• Business to Consumer• Mass market• “Give me a poke” or “Throw me a
sheep”, “dude”• Fan Pages and Group Pages• Highly targeted advertising
• Be personal but reflect your brand• Be interactive and get visitors
involved
SEO and Website Marketing Workshops
Linked in
• Older, but less well known?• Professionals• Business to Business
• Company Profile Page• LinkedIn Answers
• Market Research• Sales
SEO and Website Marketing Workshops
Twitter for business
• Young(er), professional, new media savvy• Tweets: 140 characters, @username• Follow and Followers• Search and Retweet• Network!• Be first to know• Brand building, Support• Island bridge• Bio, reply to people, add links • Promote your feed
SEO and Website Marketing Workshops
Tweetdeck
SEO and Website Marketing Workshops
Innocent Facebook Search
SEO and Website Marketing Workshops
Innocent facebook videos
SEO and Website Marketing Workshops
Innocent on facebook
SEO and Website Marketing Workshops
M&S Network Links
SEO and Website Marketing Workshops
M&S Facebook
SEO and Website Marketing Workshops
M&S facebook discussions
SEO and Website Marketing Workshops
M&S facebook offers
SEO and Website Marketing Workshops
M&S Twitter
SEO and Website Marketing Workshops
Dell Community Pages
SEO and Website Marketing Workshops
Dell Social Network Links
SEO and Website Marketing Workshops
Dell Linkedin
SEO and Website Marketing Workshops
Dell Twitter Groups
SEO and Website Marketing Workshops
Dell Outlet Twitter
SEO and Website Marketing Workshops
Dell Facebook
SEO and Website Marketing Workshops
Dell facebook
SEO and Website Marketing Workshops
Dell flickr
SEO and Website Marketing Workshops
E&Y Careers facebook
SEO and Website Marketing Workshops
GM Blog
SEO and Website Marketing Workshops
Marmite Facebook
SEO and Website Marketing Workshops
Marmite Facebook
SEO and Website Marketing Workshops
Marmite facebook games
SEO and Website Marketing Workshops
Marmite facebook promos
SEO and Website Marketing Workshops
Marmite Website
SEO and Website Marketing Workshops
Marmite on Youtube
SEO and Website Marketing Workshops
Youtube
• All you need– Camera– Aston Martin– Pair of trainers
• http://www.youtube.com/watch?v=yURa9T0-Rjk&feature=player_embedded
• http://www.youtube.com/user/blendtec?blend=1&ob=4
SEO and Website Marketing Workshops
What does this tell us?
• Problem driven
• Objectives
• Creative
• Relevance
• Resource
• It Works!!
SEO and Website Marketing Workshops
Who
• Fans
• Interested customers
• Regular users
• Niche
• We turn them into advocates
SEO and Website Marketing Workshops
A Small Holiday Company
• Website• Rich Content• Pages for long tail Search Terms• Blogs relating to this• Links from relevant blogs• Videos on YouTube• Adwords• Directories• Tags• Facebook• Articles sites• PR Sites
SEO and Website Marketing Workshops
Tail wagging the dog?
• We’re not talking about a Website anymore we’re talking about a Web Presence
SEO and Website Marketing Workshops
How to start
• Remember these are SOCIAL networks• Try before you buy!• You may be experimenting• You will need to be committed• You need objectives• You need relevance and places to link to• Team of enthusiasts• Measure
SEO and Website Marketing Workshops
Groundswell – Forrester Research - POST
• Groundswell – Forrester Research - POST– People– Objectives– Strategy– Technology
• MBL Solutions – WEBSITE– Watch– Evaluate– Become an active believer– Strategy– Implementation– Technology– Evolve
SEO and Website Marketing Workshops
Carly Herron
Web Promotion – Off Line
SEO and Website Marketing Workshops
Now where are we?
Targetometer
SEO and Website Marketing Workshops
Let’s go get ‘em…
SEO and Website Marketing Workshops
Let’s just ring them?
SEO and Website Marketing Workshops
A typical decision process
Awareness of the need
Awareness of suppliers
Build relationship with suppliers (brands)
SALE!
Aftersales and support
Detail information stage
Confirmation and reassurance
SEO and Website Marketing Workshops
Advertising
SEO and Website Marketing Workshops
Cold DM – traditional +
SEO and Website Marketing Workshops
Email DM
• Responsive• Cost effective• Directs traffic to
your site• Builds
membership• Fantastic stats
SEO and Website Marketing Workshops
Public Relations
• Regular website review columns
• News editorial– Exciting picture– Web traffic news– Changing trends– Feedback– New web service
SEO and Website Marketing Workshops
Incentivise the visit
• Information or white papers
• Join club• Offers and
discounts• Opinions and blogs• Editorial and
comment
SEO and Website Marketing Workshops
Marketing Rule Number 1
• Marketing now is very much about good data and building relationships
• Good data beats everything
• Best data is the data you collect (websites [and events] are great at this)
• Then you’re in control of communications and relationship building
SEO and Website Marketing Workshops
Registration
SEO and Website Marketing Workshops
Campaign elements
• Initial Communications and traffic generation– Online and offline– Keywords and Adwords
• Targeted landing page
• Data Capture– Registration page
• Action
• Follow up
• Measurement– Review
SEO and Website Marketing Workshops
Sainsbury’s Business Direct
Sale!and ongoing
communications
Targeted Adwords & SEO & SM
Email shots
SEO and Website Marketing Workshops
Summary of our journey
• Searching:– SEO
– Adwords
• Passing By– Social Networks
– Bookmarking
– Blogs
– Affiliate
• At Home– Email
– Direct mail
– Advertising
– PR
SEO and Website Marketing Workshops
Simple Summary
Relevance
Content
Interaction
Connections
SEO and Website Marketing Workshops
Actions
• This takes time and focus• Make someone responsible• Make sure that there is a team involved• Have an agreed timescale to review and change• Measure the results
SEO and Website Marketing Workshops
Thank You
• Any questions?
SEO and Website Marketing Workshops
The Golden Dozen
1. Define your Site objectives2. Who, What, Where, Action3. Search Engine Optimisation = Visitor Optimisation4. Benchmark your best competitors5. SEO takes time – so get it right asap6. Remember that a website is dynamic – keep it changing7. Make sure your site caters for each stage of the decision
process8. Don’t forget to be proactive in your website promotion9. Make your site integral to your campaigns – use offline
methods as well – online and offline are not exclusive10. Make sure your campaigns are circular – no dead-ends11. Capture prospect data, register visitors and use email (at
least) to continue the communications12. Plan your site management and measurement
SEO and Website Marketing Workshops
A typical decision process
Awareness of the need
Awareness of suppliers
Build relationship with suppliers (brands)
SALE!
Aftersales and support
Detail information stage
Confirmation and reassurance
SEO and Website Marketing Workshops
Campaign elements
• Initial Communications and traffic generation– Online and offline (press ads, mailshots, email shots, PR)– Social Networking– Keywords and Adwords
• Targeted landing page
• Data Capture– Registration page
• Action
• Follow up
• Measurement– Review
SEO and Website Marketing Workshops
Sainsbury’s Business Direct
Sale!and ongoing
communications
Targeted Adwords , SEO, Social
Email shots
SEO and Website Marketing Workshops
Simple Summary
Objectives
Relevance
Content
Interaction
Connections
SEO and Website Marketing Workshops
Thank You
• Any questions?