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A Guest Lecture Presented During Rabelani Dagada's Technology & Information Management Class in the Wits Business School, 10 March 2011

WBS online marketing and communication presentation

Marketing your business

24 hours / 7 days a week

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Stats!

• Google revenue for 2010: $29.321Billion• Largest search engine in the world • 1 million servers• Google transfers 24 Petabytes of data a

day• 2011 March 10: 13,156,365 Unique

browsers in south Africa• 90% of South African internet users, use

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Why do we always talk about Google?

• 68% of the South African market enter the internet through a Google Search

• Google has 83% of the world search market• The rest is held by other non English engines• Listed company• Survived the dot com bubble

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Some User stats

The Internet • The Internet is a system of globally

connected computers that use the standardized Internet Protocol Suite (TCP/IP), serving billions of users. It is a network of networks that consists of millions of private and public, academic, business, and government networks of local to global scope that are linked by copper wires, fiber-optic cables, wireless connections, and other technologies

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The World Wide Web

• The World Wide Web, started in 1989 and it began through the concept of hyperlinks (Google is essentially hyperlinks to other sources of information).

• The Web is an application built on top of the Internet.

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The Internet

IP addresses and URL etc.

• There is a lot of technical jargon but to summarize in terms of someone’s physical address :

• Your HTTP (protocol identifier): says you live in a house or flat or complex

• The URL is the street name, which is understood and easily remembered by friends and family. Example http://www.searchoc.co.za

• The IP address is the GPS co-ordinates which no one can remember off by heart but are an important piece of information when applied correctly and are necessary. Example: 192.02.34.56

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Domain registration and Hosting• How does one buy a domain and then place a

website on it?

1. The domain must be bought first: I choose to register www.searchoc.co.za

2. I choose to place a site in this area which requires a hosting package.

3. Hosting is paid for monthly or yearly

4. This package allows a site to be placed on that space (like rent)

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Website design

• Simple functional layout

• Follow the Norm

• Limited Flash animation

• Systematic thought process

• Heroin factor (yes that is what I mean)

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An example of a great website

A website then….

A website now….

Great!! Now you have a website

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But how do you get people to it?

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Emarketing tools

• Search Engine Optimisation- Organic• Google Pay Per Click- Paid

– Cost Per Click (CPC)– Cost Per Impression (CPM)

• Affiliate marketing• Social Networking• Email marketing

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Google’s New Layout

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Search Engine Optimisation

• Google

• Yahoo!

• Bing

• Alta Vista

• Ananzi

• Ask.com

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How does SEO work • SEO is not an exact science and thus many of the main

principles are suggested• Relevance• Aging• Address• Spiders reference• Content• Links• Ease of use

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SEO1. search engine optimization (SEO) is the process of improving the volume and

quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. SEO can also target different kinds of search, including image search and local search.

2. title description3. site map4. relevant content on home page5. Google does not understand images6. description tags on images7. meta keywords8. link exchanges9. keyword optimization10. SEO in general11. content to update12. links/articles section13. RSS Feeds { Real Simple Syndication }

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SEO

The Internet

• Reach people when they are actively looking for information about your products and services online, and send targeted visitors directly to what you are offering. With Google AdWords cost-per-click pricing, —and you only pay when people click on your ad.

The importance of Blogs

• Adds content regularly• Optimise posts for SEO• Try to attract readers- Heroin effect• Link posts to parts of the site• Add images and outbound links

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Pay Per Click• Works on a budget system• You only pay when someone clicks on your

advertisement• Different keywords cost different values

depending on competition• The quality score of the advert and the price

you pay (including the budget), depends where you will show

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SEO

Pay per Impression

Pay per impression, whenever a page loads you pay for that impression of

your advert. This is like billboard advertising where the potential client

does not have to take action when passively viewing an ad.

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Pay Per Lead

Pay per lead, whenever a potential client fills in a submit form and requests

some action fro the potential service provider, the service provider pays for that lead. This is how a company such

as Hippo makes their money.

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Pay Per Sale

Pay Per Sale, is when a lead that is generated through a measurable form is converted into a sale. This requires trust in the seller’s ability to “close” a deal as well as their ability to report a deal honestly. Pay per sales have the highest value of all measurements.

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The measurability of a Website

• Not an exact science• Takes time and trend analysis• Numbers may not be 100% accurate• Return On Investment (ROI)

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Analytics

Affiliate marketing• Affiliate marketing?

A placement is any website, or subset of pages or ad units on a site, where you'd like to see your ads appear.

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AFFILIATE MARKETING (PPL)

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Social Networking

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What is social networking

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Social media in South Africa

• Facebook is the most successful social media platform in South Africa

• Mxit is a strong contender in the mobile market

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Some Facebook Stats

Facebook

• Firstly: Facebook will never make people pay!• Targeted demographic advertising through your

profile specifications• A huge web of connected people which gives

social profiling clarity• Applications generate income (animal farm)

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Facebook timelinemillion

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Twitter

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Twitter

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Twitter Stats- SA

• 150,000 users in SA• 80,000 active users• Less than a third actually use Twitter

platform• Tweetdeck or Ubertwitter• We Tweet on Tuesdays

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How to monetise social networking

• Create an avatar on Facebook• Create a fan page on Facebook• Create a Twitter account• Create a Myspace account• Create a LinkedIn account• Place specifically targeted ad campaigns• Link all the above to a central email account• Post regularly• Get friends and family to join

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In Summary

• Companies should be spending 30% of their marketing budget online

• Traditional advertising mediums are on a decrease

• South Africa is catching up on the internet• Well run campaigns and budget spends can

yield very high results.• Online marketing takes time and knowledge

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Questions

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THE END!

• Call me or email• ryan@searchoc.co.za• 082-788-2249

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