WebResults.ie, F6 Nutgrove Office Park, Rathfarnham info@webresults.ie (01) 2071872

Smarter Web Strategy

WebResults.ie

• What do you hope to get from session?

Background

• Business Studies & German (Marketing), University of Limerick

• National & international markets Marketing / Business Development with a focus on online marketing/web (Creative Labs, Viking components, Eircom.net, Web Reservations International)

• 2006 – set up HomeWise.ie 120,000 monthly visits

• 2007 – WebResults.ie

• Mentor with Enterprise Ireland. Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise boards etc

WebResults.ie

• Web Marketing Services Company

• Set up in 2007

• Team of 5 people

• Working with business to get results on the web

• Devise and work with them to implement their web strategy

Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence

Step 4: Put action plan in place to drive quality visitors

Step 5: Measure/Monitor to establish sources of quality traffic

Approach to Smarter Web Strategy?

What are your business objectives?

What are your objectives from the web?

(How will the web help you achieve these business

objectives? )

Step 1: Set Clear Objectives

Monthly Objectives

Define your objectives from the Web:

-no of visitors

-source (organic, PPC)

-no & € of transactions

For the next 6 months –May, June, July, Aug, Sept, Oct

What are your website conversions/objectives?

Step 2 Understand your market

Market research

• Assess your market potential

• Get to know your Target market:

- Who are they ?

- What are they doing on the web?

• Competitor research

What is your market potential?

http://www.internetworldstats.com/stats.htm

2011 - 43% of Irish adults had shopped online in the previous 12 months

Dublin top for ecommerce

Followed by The West

Ireland - Ecommerce

Ireland – Silver surfers

Among Irish 60 to 70-year-olds, 21% say that they use the internet every day

What Geographical markets are a priority?

Local, regional, national, international

Who are your most important customers?

Step 3 – Look at your current web presence

-No of visitors in the last month

-Source (where they came from)

-No. of conversions

How you are performing on the search engines?

Presence on Social Networks?

Where you are in relation to competition?

Step 4 - Put an action plan in place

-With clear objectives from the web

- having identified any weaknesses in your existing presence

- Now knowing your target markets interests & behaviour

- With your competition in mind

-Devise your marketing strategy and set out actions

Defining your Marketing strategy

What combination of offline activity & online

activity do you need for your business?

Impact of the web on Traditional marketing?

The way people are interacting on the web has changed

-Talking at people

Has change to

-Listening to what people are saying………. & then interact

Defining your Web strategy

Engage with them

Convert them

Give them a

reason to return

Monitor/ Measure

Get people to site

Build a sound platform that cements your brand and also creates a valuable opt-in database / community that can be used to invite people again & again

Web strategy

Getting your website in order

• Design/look and feel

• Usability & Navigation

• Tools & Functionality

• Strong calls to action

• Search Engine Optimisation

• Good measurement and tracking

Web Strategy

Activities to drive traffic • Search Engine Optimisation

• Pay Per Click

• Social media

Others

• Online Advertising

• Viral Marketing

• Partnership marketing

• Music concerts 5,400 searches

• Live music 8,100

Pay Per Click - Google Adwords

• Very targeted

• Gives good understanding

of your market

• Test to establish ROI

• Focus on what works

Health and safety training – 720 searches

SEOmoz.com

Web Strategy

Social Media – Clear objectives

100 socially vibrant social media fanatics - selected to drive

a Ford Fiesta for six months – select 100 of those who are

“socially vibrant

18 months prior to release in US

Had to share their experiences of the car over 6 months

Blogs, Twitter, Facebook, Flickr and YouTube channels

Ford Fiesta

• Allow other people through word of mouth create trust for you

• Reach out to those who are listening and let them do the talking for you and to connect with people like themselves

• Let them know that you are real people just like them and are passionate about what they do and the Ford Brand

• Run a competition involving Social Media e.g. To be selected to drive a Ford Fiesta for six months (“socially vibrant”)

• Aggregated the content on Fords Fiesta movement website (crowd sourcing content) without editing it!

• Implemented multiple Social Media channels such as Facebook, Twitter and YouTube to create digital buzz

• “Get On Board” the executive team and the board of directors

7 secrets to Fords Social Media Marketing Success

• 11 mill impressions

• 5 mill engagements on social networks (people sharing & receiving)

• 11,000 videos posted

• 15,000 tweets.. not including re-tweets

• 13,000 photos

• 50,000 people who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those didn’t currently drive a Ford vehicle

• 38% awareness without spending a dollar on traditional advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).

The Results

Empower people to promote products to their friends

Social Media

Facebook Advertising

Highly targeted

Individuals who live in certain area?

Age group?

Interests?

Twitter

Video

Visual

How to’s

Big audience

Facebook 46.2 years of videos watched a day

58 % of marketers with 3+ years of experience are using Google+

67% of respondents say they plan to increase Google+ usage

Source: marketingland.com. Social media examiners survey of marketers &

business owners Jan 2012 – based on replies from 3,800 marketers across the

world

In October, the earth's population surpassed 7 billion The New York Times used Google+ business page to source photos for its latest crowdsourcing project "Picturing 7 Billion." Customizing its page based on follower feedback, who said they were looking for international news and photos on the Google+ business page.

B2B

Business Networking

Profile – Build connections

Company page

Groups

Step 5: Measure/Monitor to establish sources of quality traffic

Web Analytics

•What works?

•What doesn’t?

Web Marketing Strategy Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence

Step 4: Put action plan in place to drive quality visitors

Step 5: Measure/Monitor to establish sources of quality traffic

Web Marketing Strategy

There are two ways you can approach this

– carry it out yourself

– get someone like WebResults.ie to do it for you

Web Mentor Programme

• A clear action plan

• Structure and discipline

• Knowledge – What / How?

• Prioritise above everything else in the business

• Issues/question - don’t know how to solve it

• Understand what to monitor and measure

WebResults.ie services

Fully outsourced web marketing services Devise strategy and implement activities SEO, PPC, Social Media, Viral, Affiliate etc

Web Mentor Programme – bring skills in-house

In house Training – LinkedIn, Facebook, Web Strategy, PPC etc

• Regular

• Focused

• Interesting

• Fun

Finally

• Feedback

• Follow up call

Thank you!!

Questions

Thank you for your time. www.webresults.ie Unit 6F, Nutgrove Office Park, Rathfarnham, Dublin 14 Contact: info@webresults.ie (01) 207 1872

Web Marketing Activities

Samsung

LED-illuminated sheep running around the Welsh countryside

Attracted nearly 8.5 million views on YouTube and continues to

be the topic of discussion on blogs across the web.

The "is it real or not" quality proves once again to be YouTube

gold.

http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr

_embedded

Web Strategy

Elephant campaign

Belgium

http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded