Slide 1: COOL AND CRUCIAL ONLINE MARKETING TACTICS Adrian Tennant Adrian@CloudBurstConsulting.com
Slide 2: Overview     What are your customers, clients or stakeholders doing? How is the Internet changing the role of advertising and public relations? What are the coolest sites and technologies? What can you do to improve your visibility online?
Slide 3: Adrian Tennant - Bio       Broadcast TV marketing (BBC, ITV, Satellite UK) Discovery Channel, Europe “New Media” Alchemy Digital .Com Marketing CloudBurst Consulting
Slide 4: The Evolving Web Web 1.0 – 2.0 How we use the web Access issues
Slide 5: The evolving web Web 1.0 A small number of writers create web pages for a large number of readers. A one-to-many broadcast approach. Web 1.5 Personal publishing catches on and goes mainstream. Communities of users form.
Slide 6: The evolving web Web 1.0 A small number of writers create web pages for a large number of readers. A one-to-many broadcast approach. Web 2.0 Information is broken up into microcontent units that can be distributed over dozens of domains. The web of documents morphs into a web of data. Content becomes part of a unified whole - an ecosystem - not an island. Web 1.5 Personal publishing catches on and goes mainstream. Communities of users form.
Slide 7: How we’re using the web today         News and information Entertainment E-commerce, multichannel retail E-Learning Politics Personal media sharing (photos, videos, blogs) Business research, marketing, sales Keeping in touch with friends and
Slide 8: Accessing the web     PCs, Macs, desktops, laptops, tablets Cell/mobile phones Broadband connections at home and work Wi-Fi in public spaces
Slide 9: Social Networks What they are Bookmarking Tagging
Slide 10: Social Networks Internet applications that help connect friends, business partners or other individuals together using a variety of interactive tools.
Slide 11: Wikipedia: Flickr is a photo sharing website, a web services suite and an online community platform www.flickr.com
Slide 17: Bookmarks & Tagging      People-powered metadata Share bookmarked websites with others See what other people have bookmarked Classify information with userdefined labels or “tags” Implications for information architecture, social software and interface design
Slide 18: http://del.icio.us Wikipedia: del.icio.us is a social bookmarking web service for storing, sharing, and discovering web bookmarks
Slide 21: Bookmarking goes mainstream Blue Dot BookmarkSy nc Digg Diigo Furl GiveALink. org My Web Netvouz Newsvine Reddit Simpy SiteBar StumbleUpo n Thoof
Slide 22: www.librarything.com
Slide 24: www.youtube.com
Slide 26: Google’s Universal Search
Slide 27: New­Look TripAdvisor • • • • • • • • • • Plan the Perfect Trip Get the Truth Read Honest Reviews  Know Before You Go Find Places to Stay See Hotels on a Map  Uncover the Best  Deals  Find Things to Do  Discover Top  Restaurants  Tap Into Your  Friends' Advice 
Slide 28: Concepts     Tag clouds provide a visual alternative to traditional web navigation Users can control labeling – but most popular tags often obscure less frequently used ones LibraryThing offers “Tagmash” using + and – keys to add and filter out keywords Geotagging combines tags with geographic data: marker, latitude
Slide 29: Things to consider      Can users tag your content? Could you post informational videos on YouTube? Could you post geo-tagged photos on Flickr? Do you provide bookmarks or link to RSS? How might you create a community or social network around your product, service or content? 
Slide 30: Second Life        3-D virtual world Imagined and created by its residents Navigate the space as an avatar Currency - Linden Dollars Individuals, businesses, schools and non-profits welcome Brands build virtual stores, hotels, sell products Used for preliminary interviews
Slide 31: www.secondlife.com
Slide 32: The Importance of Search How the world has changed Domestic search vs international search Search engine-friendly marketing
Slide 33: How the world has changed In eleven years, the Internet has transformed… 25% NonEnglish 75% Engli sh
Slide 34: How the world has changed In eleven years, the Internet has transformed into a truly multilingual environment 25% NonEnglish 75% Englis h 25% Englis h 75% NonEnglish
Slide 35: Internet Users InternetWorld Stats 2007
Slide 36: State of the Search Engines    As the web expands, we all rely on search to help us find what we’re looking for In the U.S. “the big three” are Google, Yahoo! and MSN Internationally, local versions of search sites dominate – not always American brands
Slide 37: International search     To attract users from outside the U.S., your website must be visible on local search engines Many international users speak English as a second language, but… …perform searches in their native languages on local search engines Understanding differences between search engines in international markets is critical
Slide 38: Gaining international visibility   It is not necessary to have your entire website translated, but… You do need to have at least one page translated, optimized with keywords and meta tags
Slide 40: Vive La Différence!      European engines have different keyword allowances Asian engines have different character allowances Each language has technical issues that relate to its own language algorithm Work with native-speaking search engine experts attuned to local language requirements Combine technical and cultural
Slide 41: Visibility Tactics    Search-optimized press releases Article submissions User-Generated Content  Blogs and blog marketing  Wikis and Squidoo lenses
Slide 42: Search Engine-Optimized P.R.      Match what you offer with what users are searching for Develop keywords and key phrases Build key phrases into releases Provide hyperlinks to deep content Leverage online press release distribution methods for maximum reach
Slide 43: Search Engine-Optimized P.R.
Slide 44: Article Submissions      Write keyword and content-rich articles Post content in “article junctions” online Target sites that accept HTML format, so you can include hyperlinks back to your site Search engines like to index fresh content Post frequently to increase links to your site
Slide 46: Article Submissions
Slide 47: Article Submissions
Slide 48: User-Generated Content Institute for Business Value Consumer Survey, Zoomerang.com 2007
Slide 49: Blog Marketing
Slide 50: Blog Marketing
Slide 51: Blogging       Informal wins over formal Raise awareness about your product or service Drive qualified traffic to a relevant page on your website Generate “buzz” online Promote and strengthen your brand image Consider blog networks for sponsored posts
Slide 52: Wikis and Squidoo www.wikipedia.org www.squidoo.com
Slide 53: Universal Search    Google results include not just text links, but also maps, images, news and video Results are aggregated on the main search page Universal search is having a major impact on natural and paid search results
Slide 54: Google’s Universal Search
Slide 55: Google’s Universal Search
Slide 56: Google’s Universal Search
Slide 57: Google’s Universal Search London joggers who took place in the Nike-sponsored 10K run could search runs by postcode, distance, or type of run; create a new run by clicking various points on the map; or save a list of their preferred routes.
Slide 61: Google Earth The wild, wild west
Slide 68: Google Earth Content        International Flights Animation Geologic Atlas of the U.S. UNESCO Sites in Germany Rising Sea Level Animation Global Language Audio Virtual Tourism Videos Webcams
Slide 69: Things to consider     Have you staked your claim to some Google Earth real estate? Could you use layers and fly-bys to show off your office or retail locations? How could you add a third dimension to your location and directions map? Is your address information correct on Google?
Slide 70: Finding out what works Usability Testing Analytics Eye-Tracing
Slide 71: Usability Testing Test with 6-7 participants  Captures 85-95% of issues  Before/during design  Avoids fixing mistakes later  Software tools for remote testing with www.usabilityprofessionals.org audio and video 
Slide 72: Analytics Google Analytics  Measure site statistics  KPIs = goals  Use in-built A/B testing Optimizer tool  Test, refine and improve www.google.com/analytics/  Javascript vs 
Slide 73: Eye Tracking   Eye-flow tracking + click data = Heatmaps Existing pages, prototype mockups
Slide 74: Process
Slide 75: Process
Slide 76: Process
Slide 77: Eye Tracking   47% lift in sponsorship ad click-throughs 10x increase in home page clickthroughs www.cloudburstconsulting.com
Slide 78: Advertising and PR are changing Migration away from TV Advertising everywhere Online and offline integration
Slide 79: Did you know?   U.S. adults now spend more time online per week than watching TV Self-service local TV advertising with SpotRunner www.spotrunner.com
Slide 80: Media Spend     In 2005, 66% of media spend went to TV… But in 2008, estimated to be just 50% As people spend more time online, advertising $$$s follow “Fish where the
Slide 81: Advertising everywhere “We predict internet advertising to pass three milestones over the next three years: to overtake radio advertising in 2008; to attain a double-digit share of global advertising in 2009; and to overtake magazine advertising in 2010, with 11.5% of total ad
Slide 82: Future advertising trends      No more “spray and pray” cluster bombs of advertising (hoping that some of it sticks) Online media planning is pivotal Forget measuring eyeballs, measure engagement More product placement, viral campaigns, and sponsorships “Advertising won’t go away – it will go everywhere”
Slide 83: Online and offline meet: Motorby    Internet signup Mini owners in Chicago, New York, Miami and San Francisco receive RFID key fob Interactive digital
Slide 84: Billboards that know you by name w.nytimes.com/2007/01/29/business/media/29cooper.html
Slide 85: Billboards that know you by name
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