WebResultsWorkshopWebMarketingStrategy2012
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Transcript of WebResultsWorkshopWebMarketingStrategy2012
WebResults.ie, F6 Nutgrove Office Park, Rathfarnham [email protected] (01) 2071872
Smarter Web Strategy
WebResults.ie
• What do you hope to get from session?
Background
• Business Studies & German (Marketing), University of Limerick
• National & international markets Marketing / Business Development with a focus on online marketing/web (Creative Labs, Viking components, Eircom.net, Web Reservations International)
• 2006 – set up HomeWise.ie 120,000 monthly visits
• 2007 – WebResults.ie
• Mentor with Enterprise Ireland. Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise boards etc
WebResults.ie
• Web Marketing Services Company
• Set up in 2007
• Team of 5 people
• Working with business to get results on the web
• Devise and work with them to implement their web strategy
Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic
Approach to Smarter Web Strategy?
What are your business objectives?
What are your objectives from the web?
(How will the web help you achieve these business
objectives? )
Step 1: Set Clear Objectives
Monthly Objectives
Define your objectives from the Web:
-no of visitors
-source (organic, PPC)
-no & € of transactions
For the next 6 months –May, June, July, Aug, Sept, Oct
What are your website conversions/objectives?
Step 2 Understand your market
Market research
• Assess your market potential
• Get to know your Target market:
- Who are they ?
- What are they doing on the web?
• Competitor research
What is your market potential?
http://www.internetworldstats.com/stats.htm
2011 - 43% of Irish adults had shopped online in the previous 12 months
Dublin top for ecommerce
Followed by The West
Ireland - Ecommerce
Ireland – Silver surfers
Among Irish 60 to 70-year-olds, 21% say that they use the internet every day
What Geographical markets are a priority?
Local, regional, national, international
Who are your most important customers?
Step 3 – Look at your current web presence
-No of visitors in the last month
-Source (where they came from)
-No. of conversions
How you are performing on the search engines?
Presence on Social Networks?
Where you are in relation to competition?
Step 4 - Put an action plan in place
-With clear objectives from the web
- having identified any weaknesses in your existing presence
- Now knowing your target markets interests & behaviour
- With your competition in mind
-Devise your marketing strategy and set out actions
Defining your Marketing strategy
What combination of offline activity & online
activity do you need for your business?
Impact of the web on Traditional marketing?
The way people are interacting on the web has changed
-Talking at people
Has change to
-Listening to what people are saying………. & then interact
Defining your Web strategy
Engage with them
Convert them
Give them a
reason to return
Monitor/ Measure
Get people to site
Build a sound platform that cements your brand and also creates a valuable opt-in database / community that can be used to invite people again & again
Web strategy
Getting your website in order
• Design/look and feel
• Usability & Navigation
• Tools & Functionality
• Strong calls to action
• Search Engine Optimisation
• Good measurement and tracking
Web Strategy
Activities to drive traffic • Search Engine Optimisation
• Pay Per Click
• Social media
Others
• Online Advertising
• Viral Marketing
• Partnership marketing
• Music concerts 5,400 searches
• Live music 8,100
Pay Per Click - Google Adwords
• Very targeted
• Gives good understanding
of your market
• Test to establish ROI
• Focus on what works
Health and safety training – 720 searches
SEOmoz.com
Web Strategy
Social Media – Clear objectives
100 socially vibrant social media fanatics - selected to drive
a Ford Fiesta for six months – select 100 of those who are
“socially vibrant
18 months prior to release in US
Had to share their experiences of the car over 6 months
Blogs, Twitter, Facebook, Flickr and YouTube channels
Ford Fiesta
• Allow other people through word of mouth create trust for you
• Reach out to those who are listening and let them do the talking for you and to connect with people like themselves
• Let them know that you are real people just like them and are passionate about what they do and the Ford Brand
• Run a competition involving Social Media e.g. To be selected to drive a Ford Fiesta for six months (“socially vibrant”)
• Aggregated the content on Fords Fiesta movement website (crowd sourcing content) without editing it!
• Implemented multiple Social Media channels such as Facebook, Twitter and YouTube to create digital buzz
• “Get On Board” the executive team and the board of directors
7 secrets to Fords Social Media Marketing Success
• 11 mill impressions
• 5 mill engagements on social networks (people sharing & receiving)
• 11,000 videos posted
• 15,000 tweets.. not including re-tweets
• 13,000 photos
• 50,000 people who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those didn’t currently drive a Ford vehicle
• 38% awareness without spending a dollar on traditional advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).
The Results
Empower people to promote products to their friends
Social Media
Facebook Advertising
Highly targeted
Individuals who live in certain area?
Age group?
Interests?
Video
Visual
How to’s
Big audience
Facebook 46.2 years of videos watched a day
58 % of marketers with 3+ years of experience are using Google+
67% of respondents say they plan to increase Google+ usage
Source: marketingland.com. Social media examiners survey of marketers &
business owners Jan 2012 – based on replies from 3,800 marketers across the
world
In October, the earth's population surpassed 7 billion The New York Times used Google+ business page to source photos for its latest crowdsourcing project "Picturing 7 Billion." Customizing its page based on follower feedback, who said they were looking for international news and photos on the Google+ business page.
B2B
Business Networking
Profile – Build connections
Company page
Groups
Step 5: Measure/Monitor to establish sources of quality traffic
Web Analytics
•What works?
•What doesn’t?
Web Marketing Strategy Step 1: Set clear objectives
Step 2: Understand your marketplace
Step 3: Analyse your existing web presence
Step 4: Put action plan in place to drive quality visitors
Step 5: Measure/Monitor to establish sources of quality traffic
Web Marketing Strategy
There are two ways you can approach this
– carry it out yourself
– get someone like WebResults.ie to do it for you
Web Mentor Programme
• A clear action plan
• Structure and discipline
• Knowledge – What / How?
• Prioritise above everything else in the business
• Issues/question - don’t know how to solve it
• Understand what to monitor and measure
WebResults.ie services
Fully outsourced web marketing services Devise strategy and implement activities SEO, PPC, Social Media, Viral, Affiliate etc
Web Mentor Programme – bring skills in-house
In house Training – LinkedIn, Facebook, Web Strategy, PPC etc
• Regular
• Focused
• Interesting
• Fun
Finally
• Feedback
• Follow up call
Thank you!!
Questions
Thank you for your time. www.webresults.ie Unit 6F, Nutgrove Office Park, Rathfarnham, Dublin 14 Contact: [email protected] (01) 207 1872
Web Marketing Activities
Samsung
LED-illuminated sheep running around the Welsh countryside
Attracted nearly 8.5 million views on YouTube and continues to
be the topic of discussion on blogs across the web.
The "is it real or not" quality proves once again to be YouTube
gold.
http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr
_embedded
Web Strategy
Elephant campaign
Belgium
http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded