Web Marketing Agenda

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(No Transcript)
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Web Marketing Agenda

• Discuss Outbound vs. Inbound Marketing
• Understanding Social Media
• Evaluating Social Media Tools
• dos and donts, pros and cons
• Twitter
• Facebook
• You Tube
• Google Alerts
• To Blog or not to Blog
• Web Content
• Metrics Measurement

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Traditional - Outbound Marketing

• Marketing is directing the message to audience
• Print Advertising
• Radio/TV
• Telemarketing
• Web / Email Marketing

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Traditional - Outbound Marketing

• Customers have more control to block your
  messages
  
• Tivo/DVR
• Sirius/XM Satellite radio
• Caller ID, National Do Not Call Registry
• Spam Tools, Secure IT

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Rethinking Inbound Marketing

• Inbound Marketing - Pulling audience in to your
  message
  
• Offer public useful information
• Utilize tools and resources to attract people to
  their site
  
• Tools include
• Blogging
• Web Content Management Publishing
• Search Engine Optimization
• Social Media
• Social Networks

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Rethinking Inbound Marketing

• Basis for engaging customers is content copy,
  images, video, etc.
  
• Content must be valuable informative
• Content can turn into conversation
• Social Media lets customers drive the
  conversation
  
• Engagement process has begun
• Time to listen and participate as a Marketer

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Social Media Defined

• I dont get this Social Media stuff!
• Wikipedia defines Social Media Marketing as
• Social media marketing is an engagement with
  online communities to generate exposure,
  opportunity and sales. The number-one advantage
  is generating exposure for the business, followed
  by increasing traffic and building new business
  partnerships.
• Common social media marketing tools include
  Twitter, Blogs, LinkedIn, Facebook and You Tube.
  
• Laymans Definition
• Content that is published online in which anyone
  can add to it and discuss on the Web
  

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Social Media Defined

• I dont get this Social Media stuff!
• Similar to business reception networking
• Meet people and start conversations
• More effective than business reception
• Others can listen in
• Answer questions provide support
• Ask questions listen for advice ideas
• Utilize Social Network Tools

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• Twitter

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Social Media Tools - Twitter

• Micro-Blogging software
• Limited to 140 characters
• Designed with mobility in mind
• Cell phone users
• Limited for Mobility Messaging (SMS)

www.Twitter.com
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Social Media Tools - Twitter

• A social networking tool used to
• Develop and Promote your brand
• Interact with Customers
• Track what people are saying
• Promote upcoming events
• Promote content youve created on your Web site
• Products, Bundles, Promotions

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Social Media Tools - Twitter

• Do
• Take the time to properly set up your company
• Include Company Bio URL
• Provide valuable updates (tweets) on
• Reading, Watching
• Events you will be sponsoring or attending
• Promote your content
• Follow industry thought leaders and bloggers
• Utilize Twitter Search search.twitter.com
• Save RSS Feed in iGoogle, My Yahoo! etc.
• Establish yourself as a thought leader in your
  industry
  
• Respond to concerns about your company or
  products
  
• Update customers of any down-time
• Use TinyURL to convert long URLs into shorter
  ones for posting

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Twitter Feeds Configure with your Web Site
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Twitter Feeds Whos talking about you?
http//search.Twitter.com
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Twitter Feeds Use RSS Feeds
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Twitter Example 37 Signals

conversation

promotion
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Social Media Tools - Twitter

• Dont
• Provide invaluable updates
• Tweet anything you wouldnt say publicly in an
  open meeting
  
• Weigh-in on political or religious debates. Stick
  to business
  
• Follow a large batch of users at one-time

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Social Media Tools - Twitter

• Pros
• FREE to sign up
• 140 character limit doesnt overwhelm users
• Updates can be made from wireless phones or via
  the Web
  
• Great for promotion and driving users to your Web
  site, events, etc.
  
• Content can be utilized within other Web sites,
  iGoogle, etc.
  
• Learn from industry leaders
• Cons
• Just another tool mindset
• Time investment
• Commitment
• May not see immediate results
• May not have a strategy in place

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• Facebook

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Social Media Tools - Facebook

• Social Networking site
• Organized by city, workplace, school and region
• Designed to connect and interact with people of
  similar interests
  

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Facebook Example Heart of Iowa

• A social networking tool use to
• Develop and Promote events
• Share photos

Contest, Promotions, Grant Winners
Company Info Fans Whos Following You Photos
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Social Media Tools - Facebook

• Do
• Take the time to properly set up your company
• Include Bio, URL
• Provide valuable content
• Promotions
• Events
• Content back on your Web site
• Post relevant recent content
• Clean up site as needed
• Drive users back to your Web site for information
  that may be archived Grant winners, Scholarship
  winners, etc.
  
• Encourage people to become fans by means of
  Twitter and/or your Web site

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Social Media Tools - Facebook

• Dont
• Provide invaluable updates
• Ensure images are approved prior to publishing
• Post anything you wouldnt say publicly in an
  open meeting
  
• Weigh-in on political or religious debates. Stick
  to business

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Social Media Tools - Facebook

• Pros
• FREE to sign up
• Supplemental marketing
• Easy-t0-use interface allows non-technical users
  to post events, add image and share
  
• Will reach a broader audience of users
• Cons
• Just another tool mindset
• Time investment
• May feel you need to make a commitment
• May not see immediate results
• May not have a strategy in place

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• You Tube

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You Tube
Publishing information to engage people on their
products
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You Tube

• You Tube
• Uploading video for distribution on the web
• Posting video was hard to do for users prior to
  You Tube
  
• You Tube made it possible for anyone who could
  use a computer to post a video that millions of
  people could watch within a few minutes.
  
• Learn more at www.youtube.com

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Social Media Tools You Tube

• Utilize video for training
• Survey your CSRs and Techs
• What are common tasks you repeat?
• TV Remote Control configuration
• Set top boxes
• Fiber to the Home updates, questions and answers
• Basic Internet Tech Support / Webmail
• Get creative!
• Tools
• Mac iMovie
• Windows Movie Maker

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Social Media Tools - You Tube

• Embed a Video

Search on content youre looking for
In this example, I searched on Elkader, Iowa
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Social Media Tools - You Tube
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Social Media Tools - You Tube

Company recognition

Sharing opportunities
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Social Media Tools - You Tube
Grab Code m name"movie" value"http//www.youtube.com/v/W-H
eZD-1sfMhlenfs1"name"allowFullScreen" value"true" name"allowscriptaccess" value"always"embed src"http//www.youtube.com/v/W-HeZD-1sfMhl
enfs1" type"application/x-shockwave-flash"
allowscriptaccess"always" allowfullscreen"true"
width"425" height"344"
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Social Media Tools - You Tube

• For users with Content Management Systems
• Navigate to content page you wish to edit
• Select HTML from the menu

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Social Media Tools - You Tube

• CMS Integration
• Paste code from You Tube into HTML
• Press Update
• Save
• View

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Social Media Tools - You Tube
Published Video
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Social Media Tools - You Tube

• Pros
• FREE to sign up
• Supplemental marketing
• Dont have to know much about video to publish
• Cons
• May not have resources
• Includes more tasks than publishing on Twitter or
  Facebook
  
• Workflow is more complex
• Post-production work is time-consuming

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• Flickr

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Flickr
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Flickr

• Photo sharing Web site
• Great for uploading company and or event photos
• Utilizing some free tools to embed photos into
  your Web site Pictobrowser
  
• FREE account comes with 3 free sets
• Want more? 24.95 will provide you unlimited sets
  for one year
  

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Flickr

• Web based
• Upload photos to Your Collection on flickr.com

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Flickr

• Web based Photo Gallery

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Flickr

• Example using Pictobrowser

http//www.db798.com/pictobrowser/
Embed into your Web site Administrate images at F
lickr
Has cascading effect on your Web site
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Flickr

• Pros
• FREE to sign up
• Easy to use Photo Gallery
• Can point users to your Flickr account
• Free tools such as Pictobrowser to embed within
  Web site
  
• Cons
• In general, image workflow can be confusing
• Some knowledge of photo editing and is required
• External service
• Possible latency issues

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• Google Alerts

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Google Alerts
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Google Alerts

• Google Alerts provides you with email updates of
  latest relevant Google results (web, news, etc.)
  based on your choice of query or topic.
  

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Google Alerts

• Do
• Track your company
• Read your email
• Respond foster communication
• Post news on your Web site
• Dont
• Ignore what others are saying about your
  company
  

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Google Alerts

• Pros
• Let the machine do the work for you
• May find someone is talking about you
• Opportunity for new business or relationship
• Can be alerted on major news that will affect
  your business, your customers
  
• Once set up, doesnt require a lot of work on
  your end
  
• Cons
• Relying on search completely
• May be missing certain message points
• Possible latency (delay) issues

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• To Blog or Not To Blog

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Blogs To Blog or Not to Blog

• Blogs
• Web Logs

How does this affect you?
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Blogs To Blog or Not to Blog

• Pros
• Seen as an industry and thought leader
• Builds a community of readers
• Blogs get picked up by Search Engines
• Drives traffic back to your Web site
• Promoted via Twitter or Facebook
• Can help begin conversation
• Conversation can build relationship
• Can be successful
• Blogging requires effort and consistency

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Blogs To Blog or Not to Blog

• Cons
• Developing new content is hard
• Building a community takes time
• Inconsistency leads to feeling of failure
• Lack of commitment hurts your image

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• Web Content Management

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Web Content

• Utilize content management system to keep content
  fresh
  
• Users are fighting with email, telephone and
  interruption to read content on-line
  
• Dont Make Your Users Think!
• What does the user already know?
• What does the user want to know
• What does the user need to know
• Be Brief. Be Clear. Be Simple.

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Web Content

• NO one reads
• First Draft write and review
• Second Draft half as long
• Third Draft half as long
• Content is hard to write
• Easy to modify within a Content Management
  System
  

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Web Content

• Dos
• Utilize tools to keep content fresh on your Web
  site
  
• Content is still King on the Web
• Ask for user feedback What would THEY like to
  see?
  
• Your Web site is your Sales Division available to
  anyone on the Internet and is available 24/7/365
  
• Donts
• Leave your content static (within reason)
• Not updating your content is main reason people
  leave
  

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• Measure

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Measure Web Metrics

• Various reporting tools to measure
• From hosting provider
• Content Management System
• External services
• What is the ROI on your Web site?
• Your site is up 24/7/365. Make it work for you

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Measure Web Metrics

• Understanding your traffic
• Raw Hits A skewed number, this data does not
  mean anything to you (or us for that matter). The
  Web server takes in all information it takes to
  construct a page in a browser. For example, if
  you visit your home page ONCE could contain up to
  100 hits of Web server information.
• Page Hits/Page Views the TRUE number of page
  views served up by the Web server
  
• Unique Visitors   The number of unique visitors
  who come to the Web site. The Web server grabs
  the IP address of the computer used to count
  this. For example, say you visited the site every
  day for 30 days. Even though you visited every
  day, to the Web server you are one (1) unique
  visitor.

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Measure Web Metrics
netINS Hosting Control Center
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Measure Web Metrics
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Measure Web Metrics
Drilling down within the hits reveals more
information
Beneficial to Web Marketers

Measure promotions or new content on Web site
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Measure Web Metrics

• Pros
• Review and evaluate your Web traffic
• Helps you understand what is happening with your
  Web site
  
• Provides ROI
• Make better decisions about where your users
  visit
  
• Cons
• Takes time
• Paralysis by Analysis

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• Questions?

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Contact Info

• Name Brad Rounds
• Tel [phone]
• Email bradr_at_netins.com
• Web www.IowaNetworkServices.com
• Web www.INSWebDevelopment.com

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• Thank you!