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


Where are we?

Targetometer


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


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?


Influential Opinions


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


Get on board now or be left behind


Get aboard or be left behind

Loads x Lots of people


We say…

• Don’t ignore it• Great opportunity• Don’t let it dazzle

• Keep a business focus and marketing perspective

• Remember the Golden Rules


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


User types (Forrester – Sean Corcoran)

• Creators

• Collectors

• Critics

• Joiners

• Spectators


Strengths

• Personal

• Validated

• Credible

• Engaging

• Viral


Increasing importance in SEO of:

• External Linking

• Web Footprint / Presence

• Authority

• Theme and Relevance

• Social Networking sites are seen to rank highly


What do we use Social Networks for?

• Collaboration

• Recruitment

• Marketing and Focus groups


Marketing

• Traffic generation and search

• Marketing– Brand positioning– PR– Leads– Sales– Customer interaction– Retention and reinforcement– Feedback


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..


StumbleUpon


digg


delicious



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


Facebook

• 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


Linked in

• Older, but less well known?• Professionals• Business to Business

• Company Profile Page• LinkedIn Answers

• Market Research• Sales


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


Tweetdeck


Innocent Facebook Search


Innocent facebook videos


Innocent on facebook


M&S Network Links


M&S Facebook


M&S facebook discussions


M&S facebook offers


M&S Twitter


Dell Community Pages


Dell Social Network Links


Dell Linkedin


Dell Twitter Groups


Dell Outlet Twitter


Dell Facebook


Dell facebook


Dell flickr


E&Y Careers facebook


GM Blog


Marmite Facebook


Marmite Facebook


Marmite facebook games


Marmite facebook promos


Marmite Website


Marmite on Youtube


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


What does this tell us?

• Problem driven

• Objectives

• Creative

• Relevance

• Resource

• It Works!!


Who

• Fans

• Interested customers

• Regular users

• Niche

• We turn them into advocates


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


Tail wagging the dog?

• We’re not talking about a Website anymore we’re talking about a Web Presence


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


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


Carly Herron

Web Promotion – Off Line


Now where are we?

Targetometer


Let’s go get ‘em…


Let’s just ring them?


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


Advertising


Cold DM – traditional +


Email DM

• Responsive• Cost effective• Directs traffic to

your site• Builds

membership• Fantastic stats


Public Relations

• Regular website review columns

• News editorial– Exciting picture– Web traffic news– Changing trends– Feedback– New web service


Incentivise the visit

• Information or white papers

• Join club• Offers and

discounts• Opinions and blogs• Editorial and

comment


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


Registration


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


Sainsbury’s Business Direct

Sale!and ongoing

communications

Targeted Adwords & SEO & SM

Email shots


Summary of our journey

• Searching:– SEO

– Adwords

• Passing By– Social Networks

– Bookmarking

– Blogs

– Affiliate

• At Home– Email

– Direct mail

– Advertising

– PR


Simple Summary

Relevance

Content

Interaction

Connections


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


Thank You

• Any questions?


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


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


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


Sainsbury’s Business Direct

Sale!and ongoing

communications

Targeted Adwords , SEO, Social

Email shots


Simple Summary

Objectives

Relevance

Content

Interaction

Connections


Thank You

• Any questions?

Get the best from the web Part Two Pres

Technology

traffic generation

suppliers

social media

social networks

suppliers

links

seo

web 2