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Transcript of Get the best from the web Part Two Pres
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SEO and Website Marketing Workshops
Welcome Back
November 2009
Internet marketing, SEO, Social Networks and more…
Getting the best from the web
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SEO and Website Marketing Workshops
Where are we?
Targetometer
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
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?
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SEO and Website Marketing Workshops
Influential Opinions
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
Get on board now or be left behind
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SEO and Website Marketing Workshops
Get aboard or be left behind
Loads x Lots of people
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SEO and Website Marketing Workshops
We say…
• Don’t ignore it• Great opportunity• Don’t let it dazzle
• Keep a business focus and marketing perspective
• Remember the Golden Rules
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
User types (Forrester – Sean Corcoran)
• Creators
• Collectors
• Critics
• Joiners
• Spectators
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SEO and Website Marketing Workshops
Strengths
• Personal
• Validated
• Credible
• Engaging
• Viral
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SEO and Website Marketing Workshops
Increasing importance in SEO of:
• External Linking
• Web Footprint / Presence
• Authority
• Theme and Relevance
• Social Networking sites are seen to rank highly
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SEO and Website Marketing Workshops
What do we use Social Networks for?
• Collaboration
• Recruitment
• Marketing and Focus groups
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SEO and Website Marketing Workshops
Marketing
• Traffic generation and search
• Marketing– Brand positioning– PR– Leads– Sales– Customer interaction– Retention and reinforcement– Feedback
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SEO and Website Marketing Workshops
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..
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SEO and Website Marketing Workshops
StumbleUpon
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SEO and Website Marketing Workshops
digg
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SEO and Website Marketing Workshops
delicious
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SEO and Website Marketing Workshops
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
• 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
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SEO and Website Marketing Workshops
Linked in
• Older, but less well known?• Professionals• Business to Business
• Company Profile Page• LinkedIn Answers
• Market Research• Sales
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
Tweetdeck
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SEO and Website Marketing Workshops
Innocent Facebook Search
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SEO and Website Marketing Workshops
Innocent facebook videos
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SEO and Website Marketing Workshops
Innocent on facebook
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SEO and Website Marketing Workshops
M&S Network Links
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SEO and Website Marketing Workshops
M&S Facebook
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SEO and Website Marketing Workshops
M&S facebook discussions
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SEO and Website Marketing Workshops
M&S facebook offers
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SEO and Website Marketing Workshops
M&S Twitter
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SEO and Website Marketing Workshops
Dell Community Pages
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SEO and Website Marketing Workshops
Dell Social Network Links
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SEO and Website Marketing Workshops
Dell Linkedin
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SEO and Website Marketing Workshops
Dell Twitter Groups
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SEO and Website Marketing Workshops
Dell Outlet Twitter
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SEO and Website Marketing Workshops
Dell Facebook
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SEO and Website Marketing Workshops
Dell facebook
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SEO and Website Marketing Workshops
Dell flickr
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SEO and Website Marketing Workshops
E&Y Careers facebook
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SEO and Website Marketing Workshops
GM Blog
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SEO and Website Marketing Workshops
Marmite Facebook
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SEO and Website Marketing Workshops
Marmite Facebook
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SEO and Website Marketing Workshops
Marmite facebook games
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SEO and Website Marketing Workshops
Marmite facebook promos
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SEO and Website Marketing Workshops
Marmite Website
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SEO and Website Marketing Workshops
Marmite on Youtube
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
What does this tell us?
• Problem driven
• Objectives
• Creative
• Relevance
• Resource
• It Works!!
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SEO and Website Marketing Workshops
Who
• Fans
• Interested customers
• Regular users
• Niche
• We turn them into advocates
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
Tail wagging the dog?
• We’re not talking about a Website anymore we’re talking about a Web Presence
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
Carly Herron
Web Promotion – Off Line
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SEO and Website Marketing Workshops
Now where are we?
Targetometer
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SEO and Website Marketing Workshops
Let’s go get ‘em…
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SEO and Website Marketing Workshops
Let’s just ring them?
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
Advertising
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SEO and Website Marketing Workshops
Cold DM – traditional +
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SEO and Website Marketing Workshops
Email DM
• Responsive• Cost effective• Directs traffic to
your site• Builds
membership• Fantastic stats
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SEO and Website Marketing Workshops
Public Relations
• Regular website review columns
• News editorial– Exciting picture– Web traffic news– Changing trends– Feedback– New web service
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SEO and Website Marketing Workshops
Incentivise the visit
• Information or white papers
• Join club• Offers and
discounts• Opinions and blogs• Editorial and
comment
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
Registration
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
Sainsbury’s Business Direct
Sale!and ongoing
communications
Targeted Adwords & SEO & SM
Email shots
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SEO and Website Marketing Workshops
Summary of our journey
• Searching:– SEO
– Adwords
• Passing By– Social Networks
– Bookmarking
– Blogs
– Affiliate
• At Home– Email
– Direct mail
– Advertising
– PR
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SEO and Website Marketing Workshops
Simple Summary
Relevance
Content
Interaction
Connections
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
Thank You
• Any questions?
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SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
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
![Page 77: Get the best from the web Part Two Pres](https://reader034.fdocuments.in/reader034/viewer/2022051411/54586c7eaf7959755d8b521f/html5/thumbnails/77.jpg)
SEO and Website Marketing Workshops
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
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SEO and Website Marketing Workshops
Sainsbury’s Business Direct
Sale!and ongoing
communications
Targeted Adwords , SEO, Social
Email shots
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SEO and Website Marketing Workshops
Simple Summary
Objectives
Relevance
Content
Interaction
Connections
![Page 80: Get the best from the web Part Two Pres](https://reader034.fdocuments.in/reader034/viewer/2022051411/54586c7eaf7959755d8b521f/html5/thumbnails/80.jpg)
SEO and Website Marketing Workshops
Thank You
• Any questions?