Biznet Internet Marketing Seminar
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21-Oct-2014 -
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Transcript of Biznet Internet Marketing Seminar
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Internet Marketing Seminar
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Marketing Trends
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Newspapers are losing subscribers faster than ever, as readers turn to the Internet for their news.
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Over the past two years, the newspaper industry has seen $11 billion in ad revenue evaporate, wiping out almost a quarter of its advertising base.
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Average newspaper circulation dropped 7 percent in the six months ending March 31 compared with the same period a year ago.
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Ad spending is on pace to fall by as much as 10% this year, leading the industry to shed 10% to 15% of its workforce.
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Print advertising will plunge 22.8% to $9.8 billion between 2008 and 2010.
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Radio advertising will slip by 4.7% compound annual rate, to $13.6 billion in 2013
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This year, radio advertising will plunge 14.2%, to $14.8 billion. Positive growth - at 0.8% - will not be seen until 2012.
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Out-of-home spending will grow at a compound annual growth rate of 2.5% to $8.2 billion by 2013; it is expected to drop 4.9% this year, followed by a 0.7% growth in 2010.
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Digital spending will grow from 17% of U.S. industry revenue in 2008 to 25% by 2013.
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65% stated that in the current economic climate, it is easier to secure organizational “buy in” on new media/social media programs than it was one year ago.
Business Wire survey of 81 chief marketing officers and senior marketing professionals directly responsible for managing their digital agency as well as their organization’s digital marketing budget
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Over the last six months, 54% of respondents stated that marketing expectations within their organization have increased and confidence in digital marketing remains strong.
65% stating that their budget has stayed the same or gone up over this period.
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New media/social media channels are becoming more critical
77% stated they will take on a greater focus in their overall interactive strategy
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Search Engine Marketing(SEM)
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Americans conducted 14.8 billioncore searches last month
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Search Marketing is Economical
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Spending on search engine marketing will top 18 billion annually
by 2011
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Organic (SEO) vs. Sponsored (PPC)
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Keyword Analysis
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Search Engine Optimization
1. Content: Text found on a website, including seen (web copy or titles) and unseen (meta tags or image descriptions); optimized with keywords
2. Popularity: Links back to your website from other websites; optimized with keywords inside link text
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Popularity & Content
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Search Engine Optimization
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Search Engine Optimization
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Content: Using Keywords
• Keyword Analysis• Choosing Keywords• 2 - 4% of content may include keywords• Some places keywords are used:
• Meta tags• Meta descriptions• Titles• Copywriting• Site map
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Content: Using Keywords
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Content: Using Keywords
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Popularity: Gaining Links
• Social media• Video/Photo sharing• Wikis• Blogs and comments
• Press releases• Click here vs. Learn how to use meta keywords for your small business
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Measuring Website Popularity
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Organic Search Pros
• No cost-per-click on search engines• Greater credibility• Typically incurs more traffic than pay-per-
click
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Organic Search Cons
• No guarantee of link placement on search results page
• Limited keyword use, dependent on content
• Requires writing skill to properly incorporate terms
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Pay-Per-Click (PPC)
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Pay-Per-Click (PPC)
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Pay-Per-Click
• Choosing keywords• Popular words (typically general)• Long tail approach (niche, qualified words)
• Analytics (understanding traffic)• Google Analytics• Conversion Tracking
• Managing for ROI• Keyword evaluation for qualified visitors• Keyword updates as popularity falls
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PPC Pros
• Tracking• Instant results• Real-time keyword changes• Any budget• Geo-demographic targets
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PPC Cons
• Price of keywords• Competition keyword use• Determining which words to purchase
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Search Engine Marketing
Questions?
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Social Media Marketing(SMM)
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Communication Paradigm Shift
Smoke Signals
Letters / Mail
Telegraph
Telephone
Mobile Phone
Online Community
Technology continues to change the way humans communicate professionally and socially
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Rethinking Business Communication
Consider how you communicate with you clients (and market)Are negative remarks always bad?How much did ineffective media cost last year alone?Where’s the last place you checked for product information?How are purchasing decisions made?What parts of your marketing budget exist out of habit?
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What is Social Media?Uses Internet tools to share and discuss information and experiences with others
Integrates technology, social interaction, and the construction of words, pictures, videos and audio
Builds relationships as users share stories and experiences
Uses conversations through networking to share experience, links, and information about a company, product, or service
Must provide value to be effective
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What is Social Media?
Face to Face networking or Word-of-Mouth Marketingin a virtual world
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Social Media:Internal & External Uses
Social media tools built into the website to compliment, reinforce, and strengthen an online presence
External websites which leverage social media tools (often exclusively) to communicate with others
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Social Media Timeline
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Popular Social Media Properties
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50% of Social Media activity happens on properties you’ve never heard of.
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Social Media Usage in the US
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Social Media: Quick Facts
• 49% of social media (SM) users log on daily• 31% agree SM is more credible than ads• 61% research purchases with SM• 36% use SM for purchasing decisions• 40% are talking and learning from specific orgs• 25% of users “feel better” about companies using SM• 89% of users use SM more/same as last year
Source: CNW Group and Leger Marketing
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What can Social mediado for you?
• Identify and create prospects• Create brand awareness• SEO via link building• Public relations services• Relationship and network building• Establish thought leadership
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Social Media Tools
Blogging, micro-blogging, & RSS (open platform, Wordpress, Blogger)
Wikis, & web office tools (Internal or public)
Social networks, (such as Facebook, MySpace, LinkedIn, etc)
Social bookmarking, social news sites (such as Digg, StumbleUpon, Reddit)
Online photo sharing, (such as Flickr & PhotoBucket)
Podcasting/videocasting, (independently or though sources such as iTunes)
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Choosing Your Properties
Know your marketPersonalitiesAppropriateness & etiquetteLegal limitations & liabilities
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Becoming Interactive
Have an opinionConversations, not lecturesNo spamLink, link, linkEducate & offer insightCite original works (with links!)Use media, when appropriateBe honest; be yourself
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Positioning to be listening
Developing your brand online
Creating worthy content
Viewing your brand as interactive
Be prepared to listen
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Creating a Buzz: Profiles
Consider yourself a celebrity, without the drama
Add media (photos, videos, slideshows...)
Include links to your business website and other social media profiles or sites
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Creating a Buzz: Blogs
About 3 paragraphs
Conversation
Include media (photos & videos)
Use links
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Creating a Buzz: Videos
Be interactive
Keep them short! (Under 30 seconds, 2 minutes is the LONGEST) Nutrigain
Include text at the bottom with links for additional information
Include contact information at the end (in text) for follow ups
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ROI Measurement:Qualitative
Corporate reputation & brand awarenessConversation participationBuild and maintain strong, positive relationshipsThought leadershipMarket research value (can be quantitative)
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ROI Measurement:Quantitative
Measure trafficSearch engine optimization (SEO) -rankingIdentified & created prospectsMeasure salesMarket research value (also qualitative)
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Social Media Marketing Program
• Listening• Content & Popularity• Manners• Measurement
• Radian6• Google Analytics• Google Alerts• TweetBeep
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Listening
Listening is done in order to better understand how to engage niche target markets in sites that include public opinion such as:
• Blogs, micro-blogs, life-streams• Forums, communities, wikis, niche networks• Over 50% of all online social media conversations are
on small, niche platforms that only specialized tools can find
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Listening
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Popularity & Content
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Manners
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Monitoring: Radian6
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Monitoring: Google Analytics
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Monitoring: Google Alerts / tweetbeep
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Going Mobile
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The mobile phone is becoming a more integral component of today’s marketing arsenal.
0% thought mobile was not the best real-time trackable digital channel
0% thought mobile did not deliver the best results in digital marketing
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“Social media and mobile present a tremendous opportunity to most businesses but they also come with a great deal of risk.”
Experts stress the importance of having an agency partner that possesses a complete 360 degree skill set that marries strategic and creative expertise and an in-depth, hands-on knowledge of both the mobile and the social worlds.
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Questions?
Thank you!
Social Media Marketing