Internet Marketing Seminar

Marketing Trends

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

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.

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

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.

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

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

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

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.

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

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

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.

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)

Americans conducted 14.8 billioncore searches last month

Search Marketing is Economical

Spending on search engine marketing will top 18 billion annually

by 2011

Organic (SEO) vs. Sponsored (PPC)

Keyword Analysis

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

Popularity & Content

Search Engine Optimization

Search Engine Optimization

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

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

Organic Search Pros

• No cost-per-click on search engines• Greater credibility• Typically incurs more traffic than pay-per-

click

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

Pay-Per-Click (PPC)

Pay-Per-Click (PPC)

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

• Tracking• Instant results• Real-time keyword changes• Any budget• Geo-demographic targets

PPC Cons

• Price of keywords• Competition keyword use• Determining which words to purchase

Search Engine Marketing

Questions?

Social Media Marketing(SMM)

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

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?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?

Face to Face networking or Word-of-Mouth Marketingin a virtual world

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

Popular Social Media Properties

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

Social Media Usage in the US

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?

• Identify and create prospects• Create brand awareness• SEO via link building• Public relations services• Relationship and network building• Establish thought leadership

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

Know your marketPersonalitiesAppropriateness & etiquetteLegal limitations & liabilities

Becoming Interactive

Have an opinionConversations, not lecturesNo spamLink, link, linkEducate & offer insightCite original works (with links!)Use media, when appropriateBe honest; be yourself

Positioning to be listening

Developing your brand online

Creating worthy content

Viewing your brand as interactive

Be prepared to listen

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

About 3 paragraphs

Conversation

Include media (photos & videos)

Use links

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

Corporate reputation & brand awarenessConversation participationBuild and maintain strong, positive relationshipsThought leadershipMarket research value (can be quantitative)

ROI Measurement:Quantitative

Measure trafficSearch engine optimization (SEO) -rankingIdentified & created prospectsMeasure salesMarket research value (also qualitative)

Social Media Marketing Program

• Listening• Content & Popularity• Manners• Measurement

• Radian6• Google Analytics• Google Alerts• TweetBeep

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

Listening

Popularity & Content

Manners

Monitoring: Radian6

Monitoring: Google Analytics

Monitoring: Google Alerts / tweetbeep

Going Mobile

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

“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?

Thank you!

Social Media Marketing