Web 2.0Web 2.0

Renee MenkovaDirector of Internet Strategy, Rasmussen College

Board of Director, Programming, doterati

Agenda

• A little bit about me• What is Web 2.0• Business purpose• Goals/Setting up metrics• Blogs• Other social websites• Closing comments

•10 years of Internet Marketing experience

•SEO

•SEM

•PPC

•Social Media

•Web Analytics

About Me

•Board of Director for doterati

About Rasmussen College•15 Campuses •On ground & online programs•Online Internet Marketing degree

About doteratiSimply speaking the association is everything dot. -- .com, .edu, .gov, .net, .mobi, .tv and .org.

Our GoalsTo provide interactive marketing, media and technology professional development and training to members

•To create relationships within the central fl market and beyond•To establish Central Florida as a leader in digital innovation•To create more opportunities for relevant connections - recruiters and job seekers•To inspire students to get involved and provide mentor programs for those seeking ‘real-world’ experience•To inform the community at large about industry information, trends and exciting advancements

Join the Central Florida doterati community today!

What is Web 2.0?

Web 2.0 is a website that does something unique, practical, and powerful while creating a social connection.

Some examples:•Amazon reviews•Linked in Q&A•Blogs•Facebook

Business Purpose of Social Media

•Breaking through the clutter

•Building relationships

•One-on-one communications

•Get feedback from customers

•Opening the lines of

communication

Examples of Social Media Sites

• Twitter (microblogging) • Linkedin (professional)• Facebook (personal & professional uses)• Myspace (personal & some professional uses)• Digg News aggregator website• Google Alerts News feeds

What are your Goals?

Not all of your goals will have a monetary value.

What actions are customers taking as a result of reading or engaging with you? Are customers buying your products? Are customers telling you about their needs? Are customers requesting to speak with someone from your company? Are customers willing to provide testimonials and referrals to you? Ambassadors?

This information can be invaluable to your business!

How will you Measure? There are several tools that measure different things:

• Traffic (Google Analytics or some other system) -- here you may look at new vs. returning visitors, time spent on the site, number of pages viewed and learn if your social media site is sticky.

• Influence as in reach (FeedBurner RSS -- important enough to be considered separately as they go beyond reach, they show the reader is vested in some way with the content).

• Influence as in volume (all the social networks, Technorati, company articles submitted to social bookmarking like Digg, del.icio.us, etc.) -- you may know that the inbound links Technorati counts expire every six months. To be counter properly you also need to make sure your domain is mapped correctly.

• Influence (Google Alerts) -- mentioned elsewhere but not linked

Metrics ExamplesI recommend you pick 3-4 different key performance indicators.

Here are some examples of metrics for a blog:

• 25.6% returning visitors and 74.4% new;• 3:25 avg. time on the site• 30,520 visits in the last 4 months• 989 RSS subscribers• 25 live hits in between 7-12 minutes • PR6 -- Google PageRank• 1,904 comments on 375 posts -- 5:1 ratio• 99 trackbacks • 568 authority or links back to the site in the last six months (Technorati)• Between 40-45% of visitors find this blog through organic searches and an average

of 34% come here from other sites.

Blogs

Technorati indexes:•112 million blogs•120,000 new ones are popping up each day•Only 11% have posted within the past 2 months

Some of these blogs could be talking about your business, engaging your employees, or leaking those merger discussions you thought were hush-hush.

How will you get involved?

Blogs – Company Culture

•Blogs can foster your company culture

•Recruiting tool

•Communication tool

Blogs – Southwest

•Build credibility •Build a relationship with customers •Give customers an opportunity to evangelize your brand

Kodak – Hobby websites

•Build a relationship with customers

• Give customers an opportunity to evangelize your brand

•Teach customers something new and they will continue to coming back

•Give customers an opportunity to evangelize your brand

Twitter – Are you tweeting?

Twitter is a site/service where you send messages (max 140 characters). The messages can be submitted via the web, SMS, IM, or some third-part clients. People add you as a “friend” or “follow” you and receive your tweets as you send them.

Great for:•Instantly notify customers of … •Quick messages informing staff of shift changes•Disseminating information / updates / product info•Weather updates / emergencies •Complain about customer service•Brand management

Facebook – Are you on there?

Tips to Grow a Successful Facebook Group:

• Leverage existing Facebook Friends• Use your email contacts• Press Releases/Blog Posts• Keep the Content Fresh• Create relationships with new members

Tracking Your Group's Success

Here are some metrics and tactics you can use to measure the success of your Facebook Group:

• The number of members you have in your group.• New members who join per day/week/month.• Ratio of new members to people who left the group.• Ratio of members who are your Facebook friends vs. not.• Engagement: Activity on Wall Posts and Discussion Boards.• Members who also accepted invitations to join your events.• Links posted in your group back to your blog/website should have

parameters appended to them so that they can be segmented in your analytics separately.

Where to Start?

• Listen to your employees and staff • Find out what people are saying about you• Find out where your customers go online • Ask your customers for recommendations • Identify goals• Set up metrics • Get started • Track progress

Recommended Readings

• Groundswell

• Social Media Today

• doterati Social Media Breakfast series

Contact Me

Thank you for your time today!

Renee Menkova407-618-5363renee.menkova@rasmussen.eduhttp://www.linkedin.com/in/reneemenkova