Ecommerce Web Site Design And Internet Marketing (3)

Notes:	Hide Notes

Slide 1: Ecommerce Web Site Design and Internet Marketing Louise Rijk Vice President of Marketing and Sales Advanced Media Productions, Inc. © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 2: Overview - Ecommerce Opportunity - Ecommerce Web Site Design - Online Sales Strategy - Advanced Ecommerce Functionality - Product Listings - Internet Marketing - Word of Mouth Marketing - Social Media Marketing © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 3: Ecommerce Opportunity US Ecommerce Spending – 2006 ($ Billion) 2005 Jan. 1 – Dec. 31 82.3 2006 102.1 24.6 Change (%) 24 26 Holiday Season (Nov.1 – Dec.31) 19.6 Source: comScore Networks, January 2007 Ecommerce Growth - In 2010 Ecommerce will influence 50 percent of consumer sales Source: Jupiter Research © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 4: Ecommerce Opportunity What is Stopping Online Consumers From Buying More? 60% 50% 40% 30% 20% 10% 0% Sharing Sites/Carts Return/Exchange Fraud/Identity policies Personal Info too Theft complicated 49% 41% 36% 53% 39% Overall 21% 14% 12% Heavy Online Shoppers Source: Marketing Sherpa, Inc. Slide 5: Ecommerce Components Components of the Ecommerce Enterprise - Marketing and Advertising - Online and Offline - Ecommerce Web Site - Fulfillment - Converting Visitors to Buyers - Inventory Management and Shipping - Customer Support - Warehouse/Drop Shipping - Product Acquisition © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 6: Ecommerce Web site Ecommerce Web Site Basics - Home Page - Support Page - Information Pages - Site Navigation and Design - Product Catalog - Category Pages and Detailed Product Pages - Shopping Cart and Check Out - Site Hosting (Infrastructure) and Security © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 7: Ecommerce Web Site Ecommerce Website Home Page - Identity - Logo and visual appearance - Purpose - Messaging and Value Propostion - Trust and Credibility - Manufacturer brand logos, SSL security certificate (Verisign/Thawte) logo, physical address, BBB Online, ScanAlert HackerSafe, TrustE - Findability - Navigation and Site Search - Customer Communication - Toll free phone number Slide 8: Ecommerce Web Site Support Pages - How To Order/Help - Shipping and Handling - Return Policy - Clear instructions, RMA labels included with delivery, cross-channel returns - Customer Service - About the Company - Privacy Statement and Security Statement - Store Locator - Store locations(s), map, directions, phone number, hours, store photo and store events © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 9: Ecommerce Web Site Information Pages - They allow customers to educate themselves about products and markets - Enhance credibility by showing expertise and genuine motivation to help - Help customers differentiate between alternative products - Act as keywords optimized content to enhance organic search engine visibility and increase search engine traffic - Other helpful information pages: How-to-Guides, Glossaries and Tips can provide a “link bait’ SEO-benefit © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 10: Ecommerce Web Site Site Navigation - Global Site Navigation - Quick Links - Allows visitors to find and identify important information with a single link from the home the home page instead of drilling down through the navigation tree. - Logical groupings of product categories and information - Bread Crumb Navigation - E.g. Bottles > Plastic > Square – Helps visitors identify their location within a Web site at any time. - Site Map Navigation - Winnowing - Category pages – Allows users to pre-narrow down product selection according to attributes of interest Slide 11: Ecommerce Web Site Site Search - Convenience Tool for User Who Know What They Want - Search Box - Make available on every page – Label with “Search” - 25-29 character wide - Search Keyword Capture Internal Search Conversion Rates 8% 7% 6% 5% 4% 3% 2% 1% 0% % conversion rate Search Box Users Average Site Users Source: WebSide Story, January 2006 Slide 12: Ecommerce Web Site Product Catalog - Category and Sub-Category Pages - Category Description - Keyword-rich, category description of approximately 400 characters placed at the top of the Category page - Product Name - Product Description - Short, unique keyword-rich product description - Product Image - Clickable thumbnail image - Add To Cart Button © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 13: Ecommerce Web Site Product Catalog – Detailed Product Pages - Product Name - Product Description - Product Image - Unique keyword-rich product description - View larger image - Send-to-a-Friend - Design Principles - Place important information “above-the-fold” on 800 x 600 resolution screen - Large “Add to Cart” button placed “above-the-fold” © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 14: Ecommerce Web Site Shopping Cart - High Flexibility for Adding, Deleting and Editing of Items in the Shopping Cart - Change color and sizes – Change quantities – Delete items - Provide the user with a link back to the product page for product verification - Save Shopping Cart Content When User Leaves - Design Principles - Place all shopping cart and related information “above-the-fold” - Show related items below the shopping cart items Slide 15: Ecommerce Web Site Check Out and Registration - Voluntary Customer Registration - Corporate Registration (B-to-B only) - Shipping and Billing - Allow data interchange between shipping and billing forms - Payment Systems - Credit Card, PayPal, Google Checkout - Design Principles - Avoid requesting excessive information at check out - Place important information”above-the-fold” - Implement “progress indicator” for multi-step check out process (“Next Step and “Step 2 of 5”) © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 16: Ecommerce Web Site Payment Processing – Workflow (I) © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 17: Ecommerce Web Site Payment Processing (II) - Merchant Accounts - Payment Gateways - Up front set-up fee - Fixed transaction fee - $0.10 - $0.20 per transaction - Bank Processing Fees - Discount rate – percentage of sales - Fixed transaction fee - $0.20 - $0.30 per transaction Slide 18: Ecommerce Web Site Site Administration - Order Management - Search for order(s) by name, company name, date, order id, order status - Process order(s) for further processing - Delete order(s) - Product Management - Manual product entry - Bulk upload (product feed) - Product shipping info (drives carrier shipping tables) - Out of stock notification - Sales Statistics - Sort and display sales revenue by date range, by product category, by product, and by customer Slide 19: Ecommerce Web Site Site Hosting and Security - Shared Hosting versus Dedicated Hosting - Site Performance - Web site conversion rates jump dramatically once pages load faster than 8-10 seconds - Security - Secure SSL Connection - PCI compliance (AMEX, DiscoverCard, Visa, MasterCard requirement) - Hardware Firewall - Data Center - Bandwidth - Data back-up - RIAD - Server maintenance, hardware/software upgrades and ongoing support © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 20: Ecommerce Web Site Business-to-Business Ecommerce - Payment Models - Open Terms/Purchase order - Credit card Payments - Whole Sale Pricing - Corporate Account Management © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 21: Ecommerce Web Site Ecommerce Web Site Options (I) - Ecommerce Networks - Yahoo Shopping Network, Monster Commerce, Miva Merchant (high-end) - Inexpensive, easy-to-use and set up for entry-level solution - Need professional site designer and copywriter for credible Web site - None or limited customization, integration and search engine optimization options © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 22: Ecommerce Web Site Ecommerce Web Site Options (II) Integrated Ecommerce Software Suite - Cube Cart, CandyPress, OS Commerce - Hard to tailor to customer workflow and functional requirements - Requires web developer/programmer for front-end to back-end integration and customization Custom Ecommerce Web Site - Tailored to customer workflow and functional requirement - Requires web developer/programmer for Development and customization © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 23: Online Sales Strategy What’s Motivating Consumers To Buy? 40% 35% 30% 25% 20% 15% 10% 5% 0% Email from a merchant you didn’t know Shopping Comparison Site Search Inquiry Email from a merchant you know and trust 37% 32% 38% All Consumers-(Top 2 Answers) 7% Source: MarketingSherpa/Directions Research, January 2006 © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 24: Online Sales Strategy - Merchandising Merchandising Options (I) - Communicate the Value of Merchandise - List product prices – Highlight product benefits – Use high quality images - Show price and feature comparison with competition - Cross-selling and Up-selling - Suggest additional items on the product page and shopping cart page (Not check Out page) - Consider Free Shipping - Large Product Inventory - Provide large product inventory (selection), variety, uniqueness © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 25: Online Sales Strategy - Merchandising Merchandising Options (II) - Product Guarantees and Policies - Show visible links to product guarantees and policies - Return Policies - Explain return policies and process - Payment Options - Accept a wide variety of credit cards and alternative payment options - Highlight Special Offers - Spotlight the best products/deals, highlight specials, free gifts - Provide Extra Services and Discounts © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 26: Online Sales Strategy - Merchandising Merchandising Options (III) - Offer Gift Features When Appropriate: - Gift Certificates - Gift Wrapping - Gift Card Message - Multiple Recipients © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 27: Advanced Functionality Advanced Ecommerce Web Site Functionality (I) Dynamic Imaging (Primarily Retail) - Zoom pictures, Hot spot zoom - Flip between front and back views - 360 Product views - Color and Pattern swatching - Mixing and matching outfits © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 28: Advanced Functionality Advanced Ecommerce Web Site Functionality (II) - Video Hotspotting - Isolate actors, products and other elements within video with a hotspot overlay and link those to product details pages to encourage purchase - Shipping and Item Cost Preview - Shows total item cost, including taxes and shipping on detailed product page - Combined One-Page Dynamic Shopping Cart and Check Out (Flash – Flex – Ajax) © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 29: Product Listings Copywriting – Product Names - Combining Manufacturer Product Names with Generic Keywords - Sony Cyber- Shot DSL-T 7 - Sony Cyber- Shot DSL-T 7 Digital Camera - Writing Unique Product Names - Write short and descriptive product names - Choose a naming convention and use it consistently - Include major generic or brand keywords: “Creed (manufacturer) Miraculous Medal Blessed Mother (product)” - Use consistent capitalization © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 30: Product Listings Copywriting – Product Descriptions - Rewrite Manufacturer Descriptions - Retool product descriptions to describe benefits, rather than relying on the manufacturers’ feature-focused descriptions - Provide Clear and Detailed Product Information - Provide keyword-rich, detailed descriptions to give people a good sense of the product and help them differentiate among choices - Includes brand names in the descriptions - List information on pricing, promotions or anything that underscores a competitive position - Use short bulleted descriptions to highlight top features © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 31: Product Listings Copywriting – Product Descriptions (II) - Provide Clear and Detailed Product Information - Include Power words: “great”, “huge”, high quality”, “latest” “excellent”, massive”, “expert”, “experienced”, “specializing”, “outstanding”, “wonderful”, “stunning”, and “guaranteed” - Include time sensitive elements “Don’t miss this opportunity”, “As long as supplies last” - Add an availability statement: “In stock, ships immediately” - Embed a trust building element: “Life long warranty”, “Money-back guarantee” © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 32: Components of Internet Marketing EMail Marketing Search Engine Marketing Affiliate Marketing Contextual Advertising Fixed Placement Display Advertising RSS Marketing Online WOMM and SMM Marketing Search Engine Optimization Search Engine Advertising • Search PPC (text ads) Online Reputation Management Blogs Consumer Product Reviews Online Forums Social Media Sites •Shopping Comparison (PPC) © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 33: What is Internet Marketing? • Strategies and Techniques Applied on the Internet to Support an Organization’s Overall Online Marketing Objectives • Goals may Include: – Driving targeted traffic to a Web site or landing page and converting visitors to customers at the highest rate – Customer retention – Establishing brand awareness recognition © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 34: Internet Marketing Benefits • Accurate Campaign Reporting and ROI Tracking = Accountability • Allows for Frequent Testing and Quick Updates of New Online Promotions • Better Targeting and Segmenting Than Traditional Media – Track online user behavior – Gather geographic user information • Relatively Inexpensive Way to Generate New Business and Build Brand Awareness – Average customer acquisition cost - Search Advertising: $7-$10; Printed Yellow Pages: $15-$25; Direct Mail: $60-$80 Source: Piper Jaffray analyst Safa Rashtchy, February 2005 Forecast Slide 35: Search Engine Marketing Two Methods Within Search Engine Marketing: • Search Engine Optimization Designing web pages within a web site that rank high on the “natural” search results page of search engines and directories for a specific keyword research • Search Engine Advertising Various ways for advertisers to pay a fee in exchange for guaranteed placement on the search results page of search engines for a specific keyword search. © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 36: Search Engine Marketing Benefits of Search Engine Marketing: • Potentially Reaches a US Audience of 100 Million People a Month • Generates Highly Targeted Traffic to a Web Site • Accurate Performance Tracking by Search Source, Keyword Phrase, Click-through Rate, Conversion Rate and ROI • Higher Brand Recognition Value Compared to Other Media © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 37: Free Listings – Organic or Natural © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 38: Free Listings – Organic or Natural • • • • • Free Listings Editorial, Natural or Organic No Guaranteed Inclusion and Ranking No Control Over Ranking Positions Ranking is Determined by Search Engine Algorithms Limited Control Over Page Titles and Site Descriptions in the Listings • Organic Results are Trusted 60 Percent of Searchers Select Free Listings Over Paid Search Advertisements • Web Sites Need to be Optimized In Order To Rank on the First Two Results Pages © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 39: Free Listings – Search Engine Optimization • • • • • Content Development – SEO copywriting, page titles and meta tag descriptions Code Optimization – Remove crawler barriers Navigation/Link Structure Optimization Site Infrastructure Optimization – Resolve Web server issues Link Development – Link acquisition © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 40: Paid or Sponsored Listings (PPC) © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 41: Paid or Sponsored Listings (PPC) • Advertisers Agree to Pay a Fee When Someone Clicks on the Listings or Text ads • Ranking is Based on a Combination of Ad Relevancy and Auctiontype Keyword Bidding System • Guaranteed, Instant Inclusion and Ranking • Tight Control Over Listings Content • More Challenging to Manage Bid Management, Budgets, ROI • Google AdWords and Yahoo Search Marketing Have 90% of PayPerClick Market Share in U.S. © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 42: Creative Development – Landing Pages Sponsored Results Landing Page © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 43: Specialized Landing Page (PPC) Product Title Large “Add to Cart” © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Product name and major keyword in description Slide 44: Landing Pages – Ineffective Landing Page Display Ads © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 45: Landing Pages – Effective Landing Page Display Ads © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 46: Landing Pages – Ineffective Landing Page Display Ads © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 47: Comparison Shopping Engines © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 48: Comparison Shopping Engines Consumers: • Allow Consumers to Compare Product Types, Products Features and Pricing at One Location Before They Buy • Most Comparison Shopping Engines Use the PayPerClick Model Merchants: • Comparison Shopping Engines Attract Highly Qualified Buyers Who Intend to Buy • Upscale Merchants Usually Do Not Do Well in Shopping Comparison Search Engines © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 49: Internet Yellow Page Directories • Online Versions of Traditional Printed Yellow Pages That Contain Local Business Listings • Cost Effective Solution to Businesses Seeking to Attract Local Customers Via the Web • Free Basic Listing and Extended Paid Listings • Major Yellow Page Directories: YellowPages.com, SuperPages.com, Yahoo Yellow Pages, Switchboard.com, AOL Yellow Pages Slide 50: Internet Yellow Page Directories © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 51: Internet Yellow Page Directories © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 52: Permission-Based Email Marketing • Promotion of Products and Services via Email • Variety of Formats: Text Messages, Graphicsbased Ads, Rich Media (MultiMedia ads) • SelfService or Full Service Email Programs Include: – – – – – List building Creative design Message delivery Campaign results tracking List management Slide 53: Permission-Based Email Marketing • Precision Targeting Through Email List Segmentation • Builds, Retains and Strengthens Customer Relationships • Builds Brand-awareness • Campaign Results Tracking through Website Analytics Open Rate, Click-through Rate, New Subscribers, Subscribers Opt-out • Retargeting Visitors Who Did Not Buy With Targeted Offers • Lower Cost and More Flexible Than Direct Mail © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 54: Affiliate Marketing • Affiliates are Web Sites That Send Traffic to an Another Web Site (Merchant) for a Commission Fee • Merchant Affiliate Marketing Programs can Generate Between 10 20 Percent of a Web Site’s Online Sales • Affiliates use Several Tactics Organic search engine optimization, PPC search ad networks, email marketing and online display advertising • Affiliate Compensation based click through, pay per lead, or percentage of sale or any combination • Merchant Affiliate Marketing Programs can be Managed In house or Through an Affiliate Network Provider Slide 55: Affiliate Marketing • Affiliates often specialize by content category (e.g Health Products, Mortgages, Real Estate) • Merchant Affiliate Marketing Program Management Typically Includes: - Affiliate performance tracking and compensation - Affiliate commission payments - Affiliate account management - Affiliate advertising - Affiliate recruitment and enrollment © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 56: Affiliate Marketing How It Works © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 57: Affiliate Marketing Managing Affiliates What do Affiliates Want: - Typically 30% Commission - They Want to Get Paid Bi-Monthly - They Want to Bid on Brand Terms - They Want to Build Their Own Landing Pages for PPC and Organic Search Engine Optimization © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 58: Affiliate Marketing Managing Affiliates Aspects of Affiliate Marketing Merchants Need to be Aware of: - Affiliates can Confuse Customers by Altering the Experience of Finding Your Site - Affiliates Up the Ante for Keywords You Must Bid on, Including Your own Brand Name - They Easily Jump Ship to Your Competition if Your Program isn’t Lucrative Enough - Affiliate Marketing Requires and Affiliate Marketing Agreement with a TradeMark and SEM Policies © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 59: Affiliate Marketing AffiliatesTrademarks and SEM Policies 60% 50% 40% 30% 20% 10% 0% Outsource SEM, free 29% Don’t Allow affiliates to use brand names with SEM 51% 39% Outsource SEM, Weighing negative impact on brand use by affiliates 23% 24% 15% 16% Aug-05 Feb-06 Restricting brand use © Copyright 2007, Advanced Media Productions, Inc. reign with brand to top-affiliates www.advmediaproductions.com names Source: Marketing Sherpa, Inc Slide 60: Fixed Placement Advertising – Display Ads Display Ads © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 61: Fixed Placement Advertising • Placement of Text Ad Links, Banner Ads, Expandable Banners, Rich Media Ads, Sponsorships in PreDefined Locations on Web Properties • Flexible Price Models (CPM, CPA, CPC) • Extensive Reach Through Vertical Web Properties and CPA Networks with Thousands of Web Sites (Publishers or Affiliates) • Generates Targeted Sales, Leads and/or Builds Brand Awareness • Placement Mechanism: Direct Ad Placement Through Ad Server and/or CPA Ad Networks Slide 62: Online Advertising Pricing Models • CPC: Cost-Per-Click – Advertisers pay Ad Networks and Web Site Publishers based on the number of clicks a specific ad gets • CPA: Cost-Per-Action – Advertisers pay Ad Networks and Web Site Publishers solely based on qualifying actions such as sales, leads, or registrations • CPM: Cost-Per-Thousand – Advertisers pay Ad Networks and Web Site Publishers solely based on a certain number of impressions (number of times an ad banner is completely downloaded and presumably seen by visitors) © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 63: Contextual Advertising • Placement of Ads (Text or Display) on Related Content Pages Across Web Sites Through On-TheFly Relevancy Keyword Detection or Past Behavior (e.g. Keyword Searches) • Works Well for Informational Sites (News, Entertainment, Sports, Blogs) • Content Advertising Networks: Yahoo Content Match and Google Adwords • Blog Ad Networks: Pheedo, BlogAds.com Slide 64: Contextual Advertising How It Works © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 65: RSS Marketing RSS Marketing/Content Syndication Website content syndication through an RSS feed - Create an RSS feed for your News and Events page - Provide an RSS feed for Specials and product updates (E-commerce websites) - Send your RSS feed through email to an opt-in email list – E.g. using Feedburner (RSS Management System) © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 66: RSS Marketing RSS Publishing 1. Subscribe to RSS Feed 2. New RSS file is created each time content is updated 3. Web site is pinged for RSS feed updates 4. When new version exists it is downloaded © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 67: Consumers Are Gaining More Control Over Media They Consume? - Control of the brand, messaging and advertising is moving increasingly from the marketer to consumer - Consumers are gaining more control over how content is delivered - “Ad skipping”, ad and pop-up blocking, email filtering, cookie deletion - Internet technologies are allowing consumers to communicate better and define the message around products and services - Blogs, online forums, user review sites, podcasting, email www.advmediaproductions.com Slide 68: Word of Mouth Marketing (WOMM) and Social Media Marketing (SMM) WOMM Characteristics Relies primarily on targeting “evangelists/influencers” to spread the word SMM Characteristics Spreads by itself through the social web and relies on passing messages along from friend to friend Requires excellent product or Message needs to be cool, service “influencers” can use be outrageous or provide excited, and talk about exceptional value to attract attention and be passed along Online and Offline (20% online) Generates brand-awareness, buzz and web site traffic Online only Generates brand-awareness, buzz and web site traffic www.advmediaproductions.com Slide 69: Consumer Generated Media (CGM) - CGM is created through an online dialogue consumers/users are engaged in using online forums, blogs, wikis, podcasts and product review sites, social networking sites - CGM is spread by “Influencers” (WOMM) or travels by itself through the social web (SMM) - CGM is relevant to the product and service experiences of consumers/ users - CGM is frequently archived online and indexed in search engines for access by other consumers or others looking for information - CGM can be influenced, but not controlled by marketers - CGM can be monitored and measured © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 70: Word of Mouth Marketing - Word of Mouth Marketing - Finding and empowering the “influencers” who are already successfully using products and services - Online Word of Mouth Marketing - Evolved from spoken communication to include online consumer activities using Internet technologies to create Consumer-Generated Media - Does not dissipate after a conversation as in the offline world - Online WOMM is growing – 20 percent of all WOM is currently happening online Slide 71: Making Online Word of Mouth Marketing Work (1) - Give “influencers” and consumers something exciting to talk about - Good product or service, excellent customer service - Place product or services in the hands of “influencers” - Target the right people – the “influencers" www.advmediaproductions.com Slide 72: Making Online Word of Mouth Marketing Work (2) - Start with “listening” online about what people are saying about your product to get the unfiltered insights - CGM Monitoring - Blog Monitoring (Blog Pulse, Technorati), News Alerts, Online Discussion Forums, Del.icio.us Tag Analysis, RSS Feed Monitoring (PubSub, Technorati) - “Listening Services” – CGM Analytics Vendors - Cymfony, Nielson Buzz Metrics, Umbria, BuzzLogic and Intelliseek - Customer Service department (CRM System) © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 73: Making Online Word of Mouth Marketing Work (3) - Choose the appropriate online WOMM channels - Actively engage with online WOMM channels through participation and dialogue to earn consumer respect - Use “traditional” offline and online marketing and advertising to build initial awareness - Test and improve the effectiveness of all channels © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 74: What is Social Media? - Online tools and platforms that people use to share opinions, insights, experiences and perspectives with each other and can be used to build and rally a community around - Social Media is built on user generated content that can take many forms: text, images, audio and video - Social Content Aggregators - Voting for content - Shared Bookmark Sites - Voting for content through bookmark sharing - Social network sites - Sharing of personal profiles - Social media tools and platforms are websites where you can place and spread your marketing message © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 75: Social Media Tools and Platforms The best sites for Social Media Marketing are those that have achieved popularity enough to attract visitors, links and search engine rankings. Social Network Sites - MySpace - Facebook - LinkedIn (business) - VisiblePath (business) Shared Bookmarks - Del.icio.us - Furl - Shadow - Diigo Social News Web Sites - Digg - Reddit - Newsvine Collaborative Content Aggregators - Wikipedia (text) - Flickr (photos) - YouTube (video) - PodcastAlley (podcasts) - iPodder.org (podcasts) - Technorati (blogs) © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 76: Social Media Marketing Social Media Marketing Campaign: - The Creation and Distribution of Compelling Content and Messages Through Social Media Tools and Social Media Web Sites - Connecting with Customers Through Social Media Tools, Engaging with Them and Generating Content and Discussion - SMM Campaign Spreads by Itself with the Creation and Initial Planting of the Campaign © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 77: Social Media Marketing Social Media Marketing Campaign Benefits: - Drives Large Amounts of “Free” Traffic to an Ecommerce Web Site - Online Marketing Diversification – Additional Channel for Branding and Traffic Generation - Can be Used to Test a Start-up, Business or Idea © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 78: Social Media Marketing Tips for Social Media Marketing (1) Blog Search Engines (Technorati) - Keyword-optimize the page title and content of your blog post for high ranking relative keyword searches Social News Web Sites (Digg, Reddit, Newsvine) - Write useful content like “Tip lists” and How to’s” tag those with keyword rich tags to gain “diggs” from other users Shared Bookmark Sites (Del.icio.us, Furl Shadow, Diigo) - Have your friends bookmark your site or blog with keyword- rich tags so that others will see your link Collaborative Content Aggregators (Wikipedia, Flickr, YouTube Podcast Alley) - Post an article or create a video, photo image, podcast about your web site, business or specialty and include a link back to your site © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 79: Social Media Marketing Tips for Social Media Optimization Forums site - Find industry specific forums and online message boards (boardtracker.com, forumfind.com), participate and become a respected member and suggest your wherever appropriate Photosharing Sites (Flickr, Google Images) - Post a product image or company logo to Flickr, keyword-optimize the image tag and include your website URL Video Sharing Sites (YouTube) - Create a video about your service or business, post it to YouTube, optimize your entry and include your URL Podcast Directories (PodcastAlley, iPodder.org) - Produce a podcast about your products, service or business, optimize the tags and list, include your URL and list it in podcast directories. © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com Slide 80: Thank You Louise Rijk, Vice President, Sales & Marketing 8887555151 x17 or sales@advmediaproductions.com © Copyright 2007, Advanced Media Productions, Inc. www.advmediaproductions.com