NACCE 2K8 - 1/6/08By: Brad Kleinman

How to use eMarketing to build and retain a community of

entrepreneurs

IntroductionIntroduction

Who am I? What is Corporate College? What is the Key Entrepreneur

Development Center? Our eMarketing programs

** This is not your typical presentation **

4 Caveats4 Caveats

80/20

Water from a Fire hose

Have fun!

Foundations

What we’ll talk aboutWhat we’ll talk about

Accountability – MIH Why use eMarketing Specific Strategies and tactics Case Study How to get started today!

Pick an AccountabiliBuddyPick an AccountabiliBuddy

1. Choose a partner2. Introduce yourself3. Commit to do ONE thing you learn

today4. Connect during NACCE5. Check up with each other - MIH

Benefits of eMarketingBenefits of eMarketing

Easy to use Easily quantifiable Extreme Personalization Interact with users Time Efficient Cost efficient High Return on Investment

8 Different Techniques8 Different Techniques

1. Website2. Search Engine Optimization3. Email Marketing4. Video5. Podcasting6. Blogs7. RSS8. Web 2.0

Web 2.0?Web 2.0?

A user driven virtual world

User driven content Rich, interactive and user-friendly Community and Social Network Incorporation of Video and Mobile

Ex. Blogs, wikis, social networks, online video, etc

From Web 1.0 From Web 1.0 2.0 2.0

Web 1.0 Cost prohibitive Websites for informational purposes Used to show success

Web 2.0 User-driven Extremely interactive Cost friendly

Conduit/Feedburner iContact/Constant

Contact LinkedIn/Facebook PBWiki/WetPaint Digg/StumbleUpon Upcoming.org/Confabb Technorati/Blogger

Check out our one-pager on cool Web 2.0 sites!

Thanks to Duct Tape Marketing

Importance of a WebsiteImportance of a Website

Awareness Sales Cycle Deeper information Open 24-7-365 Referral tool

Importance of a Website Importance of a Website (cont.)(cont.)

Thanks to Duct Tape Marketing

Automate marketing Capture leads Reduce ad costs Deliver a product Create a community

Importance of a Website Importance of a Website (cont.)(cont.)

Thanks to Duct Tape Marketing

Serve subscriptions Up sell and cross sell Answer questions House data Collaborate and manage projects

Are you Optimized?Are you Optimized?

1. Keyword Rich

2. High-Quality Content

3. Inbound Links

Thanks to Duct Tape Marketing

Optimize your site TODAYOptimize your site TODAY

Page title Keyword density H1, H2, H3 tags Bold text Anchor text Keyword phrase or theme for each page Robot friendly page URL

Email Marketing - Is it Email Marketing - Is it effective?effective?

YES

Benefits: Inexpensive Easy to create Easy to track and monitor

Tips on email marketingTips on email marketing

Focus on the reader’s needs 60/40 editorial to promotion content ratio Use your prime real estate Assume your email will be skimmed Have an interesting subject line Sender from name

Tips on email marketing Tips on email marketing (cont.)(cont.)

Run a spam checker Forward-to-a-friend Link to web version Opportunity to unsubscribe Request to add sender to safe-senders

list Physical mailing address provided

Don’t be a spammerDon’t be a spammer

70%-90% of all e-mail = SPAM. (Clickz.com)

Avoid CAPS in Subject line Avoid Words Like: “Click Here” or “FREE” Use Bright Colors and Large Fonts Sparingly Look Like a Newsletter Limit your Email Message Size to 20K to

40K

RSS – The common RSS – The common denominatordenominator

Why Blog?Why Blog?

SEO friendly You’re an expert Customer relations Get feedback PR and Media Track and monitor

Blogging TipsBlogging Tips

Set up Monthly/Quarterly/Yearly Goals Don’t get discouraged if no one is

showing up Read other blogs/forums Its not just about business, its about you! Establish policy

Really Simple SyndicationReally Simple Syndication

Syndicating information quickly and easily Getting live feeds directly to a users

computer Have websites send information to YOU Opt-in only

Create and promote feeds: Feedburner Aggregate feeds: iGoogle, Google Reader

iGoogleiGoogle

RSS Feed

VideoVideo

Virtual Learning Personal Connection Easily Syndicated Free to post Built in SEO

50% of the US population will watch online video in 2008

Video as the new marketing Video as the new marketing mediummedium 50% of population will watch online

video in 2008 Minimal investment with High ROI

Where to spend your time: Content and Production (50%) Packaging (20%) Promotion (15%) Metadata (15%)

Thanks to tubemogul.com

PodcastsPodcasts

Streaming audio files on the internet Post like talk-shows / radio-shows Customers can subscribe – automatically

download itunes hosted – easily downloaded to

ipod

Effective PodcastsEffective Podcasts

Know your audience / target Clearly organized message Have notes online Make your podcast:

Informative Valuable Engaging Entertaining

Thanks to blog.podblaze.com

Case Study - Case Study - KeyEntrepreneurs.orgKeyEntrepreneurs.org

Google CalendarGoogle Calendar

Videos for marketingVideos for marketing

Post-Conference “Live Post-Conference “Live Slideshows”Slideshows”

Video ResourcesVideo Resources

Blogging / RSSBlogging / RSS

1. Start a blog (blogger.com, wordpress)

2. Subscribe to a blog and post comments (technorati.com)

3. Subscribe to a podcast (itunes.com)

4. Join Linkedin.com 5. Start an email campaign6. Create an igoogle.com account7. Integrate google analytics8. Pick out keywords for your website

AccountabiliBuddy SystemAccountabiliBuddy System

HOT Topics in eMarketing

HOT Topics are informal sessions at NACCE occurring each night after conference sessions have ended

HOT Topics Discussion #1 eMarketing Roundtable : Share best practices with your colleagues…

what’s worked, what hasn’t? Monday night @ 8PM @ the HOT Tub

HOT Topics Discussion #2 Social networking : How to use Facebook and LinkedIn to connect to

your market Tuesday night @ 8PM @ the HOT Tub

HOT Topics Discussion #3 eMarketing Workshop : Start a blog, analyze your site, get started

today! Wednesday night @ 8PM @ the HOT Tub

Thank You!!!Thank You!!!

Visit KeyEntrepreneurs.org for more information.

Contact us to learn how to run profitable eMarketing programs at

your college

Brad KleinmanBrad.Kleinman@tri-c.edu