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Slide 1: Internet Marketing Seminar
Slide 2: 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
Slide 15: Search Engine Marketing (SEM)
Slide 16: Americans conducted 14.8 billion core searches last month
Slide 17: Search Marketing is Economical
Slide 18: Spending on search engine marketing will top 18 billion annually by 2011
Slide 19: Organic (SEO) vs. Sponsored (PPC)
Slide 21: Keyword Analysis
Slide 22: Search Engine Optimization 1. 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
Slide 27: Content: Using Keywords
Slide 28: 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
Slide 30: Measuring Website Popularity
Slide 31: Organic Search Pros • No cost-per-click on search engines • Greater credibility • Typically incurs more traffic than pay-perclick
Slide 32: 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
Slide 36: PPC Pros • • • • • Tracking Instant results Real-time keyword changes Any budget Geo-demographic targets
Slide 37: PPC Cons • Price of keywords • Competition keyword use • Determining which words to purchase
Slide 38: Search Engine Marketing Questions?
Slide 39: Social Media Marketing (SMM)
Slide 40: Communication Paradigm Shift Smoke Signals Technology continues Letters / Mail to change the way Telegraph humans communicate Telephone professionally and Mobile Phone socially Email Online Community
Slide 41: 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?
Slide 42: 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
Slide 43: What is Social Media? Face to Face networking or Word-of-Mouth Marketing in a virtual world
Slide 44: 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
Slide 45: Social Media Timeline
Slide 46: Popular Social Media Properties
Slide 47: 50% of Social Media activity happens on properties you’ve never heard of.
Slide 48: Social Media Usage in the US
Slide 49: 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
Slide 50: What can Social Media do for you? • • • • • • Identify and create prospects Create brand awareness SEO via link building Public relations services Relationship and network building Establish thought leadership
Slide 51: 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)
Slide 59: Choosing Your Properties Know your market Personalities Appropriateness & etiquette Legal limitations & liabilities
Slide 60: 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
Slide 61: Positioning to be Listening Developing your brand online Creating worthy content Viewing your brand as interactive Be prepared to listen
Slide 62: 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
Slide 63: Creating a Buzz: Blogs About 3 paragraphs Conversation Include media (photos & videos) Use links
Slide 64: 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
Slide 65: ROI Measurement: Qualitative Corporate reputation & brand awareness Conversation participation Build and maintain strong, positive relationships Thought leadership Market research value (can be quantitative)
Slide 66: 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.
Slide 78: Social Media Marketing Questions? Thank you!