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 [email protected]
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