Slide 1:Internet Marketing Seminar


Marketing Trends :Marketing Trends


Slide 3:Newspapers are losing subscribers faster than ever, as readers turn to the Internet for their news.


Slide 4: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.


Slide 5:Average newspaper circulation dropped 7 percent in the six months ending March 31 compared with the same period a year ago.


Slide 6: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.


Slide 7:Print advertising will plunge 22.8% to $9.8 billion between 2008 and 2010.


Slide 8:Radio advertising will slip by 4.7% compound annual rate, to $13.6 billion in 2013


Slide 9:This year, radio advertising will plunge 14.2%, to $14.8 billion. Positive growth - at 0.8% - will not be seen until 2012.


Slide 10: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.


Slide 11:Digital spending will grow from 17% of U.S. industry revenue in 2008 to 25% by 2013.


Slide 12:65% 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


Slide 13: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.


Slide 14:New media/social media channels are becoming more critical 77% stated they will take on a greater focus in their overall interactive strategy


Search Engine Marketing(SEM) :Search Engine Marketing(SEM)


Slide 16:Americans conducted 14.8 billion core searches last month


Search Marketing is Economical :Search Marketing is Economical


Spending on search engine marketing will top 18 billion annually by 2011 :Spending on search engine marketing will top 18 billion annually by 2011


Organic (SEO) vs. Sponsored (PPC) :Organic (SEO) vs. Sponsored (PPC)


Keyword Analysis :Keyword Analysis


Slide 22:Search Engine Optimization 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


Slide 23:Popularity & Content


Slide 24:Search Engine Optimization


Slide 25:Search Engine Optimization


Slide 26: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


Content: Using Keywords :Content: Using Keywords


Content: Using Keywords :Content: Using Keywords


Slide 29: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


Measuring Website Popularity :Measuring Website Popularity


Organic Search Pros :Organic Search Pros No cost-per-click on search engines Greater credibility Typically incurs more traffic than pay-per-click


Organic Search Cons :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


Slide 33:Pay-Per-Click (PPC)


Slide 34:Pay-Per-Click (PPC)


Slide 35: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


PPC Pros :PPC Pros Tracking Instant results Real-time keyword changes Any budget Geo-demographic targets


PPC Cons :PPC Cons Price of keywords Competition keyword use Determining which words to purchase


Search Engine Marketing :Search Engine Marketing Questions?


Social Media Marketing(SMM) :Social Media Marketing(SMM)


Communication Paradigm Shift :Communication Paradigm Shift Smoke Signals Letters / Mail Telegraph Telephone Mobile Phone Email Online Community Technology continues to change the way humans communicate professionally and socially


Rethinking Business Communication :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?


What is Social Media? :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


What is Social Media? :What is Social Media? Face to Face networking or Word-of-Mouth Marketingin a virtual world


Social Media:Internal & External Uses :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


Social Media Timeline :Social Media Timeline


Popular Social Media Properties :Popular Social Media Properties


Slide 47:50% of Social Media activity happens on properties you’ve never heard of.


Social Media Usage in the US :Social Media Usage in the US


Social Media: Quick Facts :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


What can Social Mediado for you? :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


Social Media Tools :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)


Choosing Your Properties :Choosing Your Properties Know your market Personalities Appropriateness & etiquette Legal limitations & liabilities


Becoming Interactive :Becoming Interactive Have an opinion Conversations, not lectures No spam Link, link, link Educate & offer insight Cite original works (with links!) Use media, when appropriate Be honest; be yourself


Positioning to be Listening :Positioning to be Listening Developing your brand online Creating worthy content Viewing your brand as interactive Be prepared to listen


Creating a Buzz: Profiles :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


Creating a Buzz: Blogs :Creating a Buzz: Blogs About 3 paragraphs Conversation Include media (photos & videos) Use links


Creating a Buzz: Videos :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


ROI Measurement:Qualitative :ROI Measurement:Qualitative Corporate reputation & brand awareness Conversation participation Build and maintain strong, positive relationships Thought leadership Market research value (can be quantitative)


ROI Measurement:Quantitative :ROI Measurement:Quantitative Measure traffic Search engine optimization (SEO) -ranking Identified & created prospects Measure sales Market research value (also qualitative)


Slide 67:Social Media Marketing Program Listening Content & Popularity Manners Measurement Radian6 Google Analytics Google Alerts TweetBeep


Slide 68: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


Slide 69:Listening


Slide 70:Popularity & Content


Slide 71:Manners


Slide 72:Monitoring: Radian6


Slide 73:Monitoring: Google Analytics


Slide 74:Monitoring: Google Alerts / tweetbeep


Slide 75:Going Mobile


Slide 76: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


Slide 77:“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.


Questions? :Questions? Thank you! Social Media Marketing