Get the best from the web Part Two Pres

SEO and Website Marketing Workshops

Welcome Back

November 2009

Internet marketing, SEO, Social Networks and more…

Getting the best from the web

Where are we?

Targetometer

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

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?

Influential Opinions

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

Get on board now or be left behind

Get aboard or be left behind

Loads x Lots of people

We say…

• Don’t ignore it• Great opportunity• Don’t let it dazzle

• Keep a business focus and marketing perspective

• Remember the Golden Rules

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

• Usage is increasing and getting older

User types (Forrester – Sean Corcoran)

• Creators

• Collectors

• Critics

• Joiners

• Spectators

Strengths

• Personal

• Validated

• Credible

• Engaging

• Viral

Increasing importance in SEO of:

• External Linking

• Web Footprint / Presence

• Authority

• Theme and Relevance

• Social Networking sites are seen to rank highly

What do we use Social Networks for?

• Collaboration

• Recruitment

• Marketing and Focus groups

Marketing

• Traffic generation and search

• Marketing– Brand positioning– PR– Leads– Sales– Customer interaction– Retention and reinforcement– Feedback

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..

StumbleUpon

delicious

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

Facebook

• 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

Linked in

• Older, but less well known?• Professionals• Business to Business

• Company Profile Page• LinkedIn Answers

• Market Research• Sales

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

Tweetdeck

Innocent Facebook Search

Innocent facebook videos

Innocent on facebook

M&S Network Links

M&S Facebook

M&S facebook discussions

M&S facebook offers

M&S Twitter

Dell Community Pages

Dell Social Network Links

Dell Linkedin

Dell Twitter Groups

Dell Outlet Twitter

Dell Facebook

Dell facebook

Dell flickr

E&Y Careers facebook

GM Blog

Marmite Facebook

Marmite facebook games

Marmite facebook promos

Marmite Website

Marmite on Youtube

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

What does this tell us?

• Problem driven

• Objectives

• Creative

• Relevance

• Resource

• It Works!!

• Fans

• Interested customers

• Regular users

• Niche

• We turn them into advocates

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

Tail wagging the dog?

• We’re not talking about a Website anymore we’re talking about a Web Presence

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

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

Carly Herron

Web Promotion – Off Line

Now where are we?

Targetometer

Let’s go get ‘em…

Let’s just ring them?

A typical decision process

Awareness of the need

Awareness of suppliers

Build relationship with suppliers (brands)

Aftersales and support

Detail information stage

Confirmation and reassurance

Advertising

Cold DM – traditional +

Email DM

• Responsive• Cost effective• Directs traffic to

your site• Builds

membership• Fantastic stats

Public Relations

• Regular website review columns

• News editorial– Exciting picture– Web traffic news– Changing trends– Feedback– New web service

Incentivise the visit

• Information or white papers

• Join club• Offers and

discounts• Opinions and blogs• Editorial and

comment

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

Registration

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

Sainsbury’s Business Direct

Sale!and ongoing

communications

Targeted Adwords & SEO & SM

Email shots

Summary of our journey

• Searching:– SEO

– Adwords

• Passing By– Social Networks

– Bookmarking

– Blogs

– Affiliate

• At Home– Email

– Direct mail

– Advertising

– PR

Simple Summary

Relevance

Content

Interaction

Connections

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

Thank You

• Any questions?

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

A typical decision process

Awareness of the need

Awareness of suppliers

Build relationship with suppliers (brands)

Aftersales and support

Detail information stage

Confirmation and reassurance

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

Sainsbury’s Business Direct

Sale!and ongoing

communications

Targeted Adwords , SEO, Social

Email shots

Simple Summary

Objectives

Relevance

Content

Interaction

Connections

Thank You

• Any questions?

Get the best from the web Part Two Pres

Technology

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