the new social web - new philadelphia chamber event
DESCRIPTION
Brad Kleinman of WorkSmart eMarketing discusses 'the New Social Web' at the New Philadelphia Chamber event on May 15th, 2009. Learn more at http://www.worksmart-emarketing.comTRANSCRIPT
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About The Speaker – Brad Kleinman
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Session Outline
• Accountability• Web 1.0 -> Web 2.0• Social Media Trends• Benefits of eMarketing• Creating your Marketing System• Specific eMarketing Techniques
– Website Optimization– Email Marketing– Search Engine Optimization– Social Media Optimization
• Question and Answer
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Caveat #1 – The 80/20 Principle
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Caveat #2 – Water from a Firehose
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Caveat #3 – Have Fun!
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Caveat #4 – Marketing Foundations
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Accountability
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The New Web
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The New Web
• A user driven virtual world
– User driven content– Rich, interactive and user-friendly– Community and Social Network – Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc
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What is Web 2.0?
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Benefits of eMarketing
• Easy to use• Easy to quantify• Easy to customize• Easy to interact with users• Time Efficient• Cost efficient• High Return on Investment
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Statistics & Trends
• Social media trends– Facebook over 200M, 500-700K users per day– A blog is created every half second– Over 150K videos uploaded to YouTube every day– 75% of adults 18-24 are on social networks
Annual Growth of social networking• Facebook – 200%• Twitter – 1400%
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Budget Line Increases VS Decreases
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Significant Barriers to Adoption
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Creating Your Marketing System
Website
Video
CRMSEM
SMO
Traditional
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Optimizing Websites for Conversion
• Design–Capture viewers attention immediately–Make sure you have a call-to-action–Get them to come back
• Analysis–Google Analytics–Google Optimizer
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Capture Attention Immediately
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Engage your users
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Google Analytics – Tracking Success
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Tracking Goals in Google Analytics
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Website Best Practices
1.) Make it EASY to buy2.) ENGAGE your users
3.) Make sure you GET their email
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Use Email Marketing!
• Offer a value-based monthly newsletter
• Cost effective– ~ 500 = $15/month
• View opens and clicks– Know exactly who opened it and when
• Develops relationships– You open email from people you trust
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Email Marketing Best Practices
1. Focus on users needs (80%/20%)2. Have a call to action3. Track results and follow-up
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Organic VS Paid Search
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SEO VS PPC
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eMarketing Best Practices – SEO
1. Use title tags2. Key in to your keywords3. Inbound links!
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RSS – The common denominator
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The Technology & The tools
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Facebook – The Social Network
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Getting Started
• Edit your profile– Basic info– Personal info– Contact info– Education and work
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Facebook Basics
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What’s on your mind?
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Facebook for Business – Events
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Facebook Connect
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Facebook for Business – Public Profiles
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Facebook Pages – Step 1Pick a category and name
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Facebook Pages – Step 2Upload your picture
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Facebook Pages – Step 3Add your information
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Your ‘Canvas’
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Facebook Pages – Step 4Customize Your Page
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Bring in custom graphics/flash!
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Facebook Pages – Step 5Publish!
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Facebook Pages – Step 6Update it regularly!
Post photos of products,
employees, and customers
Add video clips of your company
in action
List an event for your grand
opening sales
Write a note about upcoming
promotions
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Using LinkedIn
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Using LinkedIn
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Groups on LinkedIn
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Groups on LinkedIn
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Using Twitter
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Getting Started with Twitter
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Getting Started with Twitter
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Getting Started with Twitter
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1. 90% / 10%– Focus on giving it away
2. Use Search.Twitter.com for real-time tweets– RSS -> Email
3. Use a URL shortener– Cli.gs
4. Retweet! (RT)– Evangelist re-tweeting system
5. Use #LWL hashtag– Hashtags.org to track
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Create a Sharing System
Find interesting content?
Post it to Digg, Reddit, Stumbleupon,
Delicious
Shorten the URL with Cli.gs
Post it•Facebook•Profile•Facebook Page
•Twitter•Encourage Retweeting
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Creating Your Marketing System
Website
Video
CRMSEM
SMO
Traditional
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Making the Web Work for You!
Brad KleinmanEmail – [email protected] – (216) 339 – 0353Follow me on Twitter - @BradKleinman