Web Marketing Agenda - PowerPoint PPT Presentation

Loading...

PPT – Web Marketing Agenda PowerPoint presentation | free to view - id: 99dc-ODhjO



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Web Marketing Agenda

Description:

Encourage people to become fans by means of Twitter and/or your Web site ... Includes more tasks than publishing on Twitter or Facebook. Workflow is more complex ... – PowerPoint PPT presentation

Number of Views:164
Avg rating:3.0/5.0
Slides: 67
Provided by: br93
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Web Marketing Agenda


1
(No Transcript)
2
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

3
Traditional - Outbound Marketing
  • Marketing is directing the message to audience
  • Print Advertising
  • Radio/TV
  • Telemarketing
  • Web / Email Marketing

4
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

5
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

6
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

7
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

8
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

9
  • Twitter

10
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
11
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

12
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

13
Twitter Feeds Configure with your Web Site
14
Twitter Feeds Whos talking about you?
http//search.Twitter.com
15
Twitter Feeds Use RSS Feeds
16
Twitter Example 37 Signals

conversation

promotion
17
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

18
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

19
  • Facebook

20
Social Media Tools - Facebook
  • Social Networking site
  • Organized by city, workplace, school and region
  • Designed to connect and interact with people of
    similar interests

21
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
22
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

23
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

24
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

25
  • You Tube

26
You Tube
Publishing information to engage people on their
products
27
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

28
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

29
Social Media Tools - You Tube
  • Embed a Video

Search on content youre looking for
In this example, I searched on Elkader, Iowa
30
Social Media Tools - You Tube
31
Social Media Tools - You Tube

Company recognition

Sharing opportunities
32
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"
33
Social Media Tools - You Tube
  • For users with Content Management Systems
  • Navigate to content page you wish to edit
  • Select HTML from the menu

34
Social Media Tools - You Tube
  • CMS Integration
  • Paste code from You Tube into HTML
  • Press Update
  • Save
  • View

35
Social Media Tools - You Tube
Published Video
36
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

37
  • Flickr

38
Flickr
39
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

40
Flickr
  • Web based
  • Upload photos to Your Collection on flickr.com

41
Flickr
  • Web based Photo Gallery

42
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
43
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

44
  • Google Alerts

45
Google Alerts
46
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.

47
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

48
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

49
  • To Blog or Not To Blog

50
Blogs To Blog or Not to Blog
  • Blogs
  • Web Logs


How does this affect you?
51
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

52
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

53
  • Web Content Management

54
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.

55
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

56
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

57
  • Measure

58
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

59
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.

60
Measure Web Metrics
netINS Hosting Control Center
61
Measure Web Metrics
62
Measure Web Metrics
Drilling down within the hits reveals more
information
Beneficial to Web Marketers

Measure promotions or new content on Web site
63
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

64
  • Questions?

65
Contact Info
  • Name Brad Rounds
  • Tel 515.830.0651
  • Email bradr_at_netins.com
  • Web www.IowaNetworkServices.com
  • Web www.INSWebDevelopment.com

66
  • Thank you!
About PowerShow.com