time to make your web work for you
DESCRIPTION
It's TIME!!! Make the Web Work for You, starting with Facebook Timelines. Covers everything you need to know to convert to the new Facebook format before March 30th. Also, learn a little about Inbound Marketing and how your website fits into the big picture of your mobile/social marketing plan.TRANSCRIPT
Time to Make theWeb Work for You
www.websketching.comweb/mobile/social
The Web: What’s New?
EVERYTHING!!!
The Web: Who’s On it?
EVERYONE!!!1,966,514,816 (1.9
billion)people in the world are Internet users
(that’s more than ¼ of the entire world’s population)
and…
77.3% of the U.S. Population
We spend our time: ONLINE
On average, Americans spend2.7 hours PER DAY socializing online!
Americans spent 53.5 billion minuteson Facebook in May 2011
(that’s just 1 month!)
YouTube receives4 billion video views every day!
Social Media has overtaken pornas the #1 online activity
What do we do online?
WE ‘SHARE’
We spend our time ‘sharing’
845 MILLION active users on Facebookmore than half of which login every day
100 MILLION active users on Twitter500 MILLION users in Total
90 MILLION Google+ users
We share MASSIVE amounts… including…
294 BILLION emails messages sent per DAY (2010)
90% of which were SPAM!
We spend our time on mobile
Mobile devices are used all throughout the day19% of users even use them in the bathroom!
8 Trillion text messages sent in 2011probably at least ½ from my 3 teenagers…
There are more mobile devices than people!
It’s an iPad-Crazed Toddlers World…the U.S. market for kids’ iPad apps is put at $500 million+
(and so do our kids)
That’s Great, But…
What does this have to do with my business???
I’m so glad you asked…
Because…
The TIME for Mobile is NOW!
And…
The TIME for Social is NOW!
FB Timelines: The Next Generation(I know… but Pepsi isn’t ready yet!)
Facebook Timelines
– Build a relationship w/ customers and awareness about your products/services• Your story – photos, press releases,
milestones• Engage your fans – ask questions, survey• Direct Messaging is back – but don’t SPAM• Advertising
– Improved Insights– Deadline is March 30 – Get Ready Now!
FB Timelines: Business Pages
– Create a Page for your business [link]– Tip for Business Owners: • Choose Local Business or Place if you have a
storefront; otherwise choose Company
– Tip for Companies: • Create additional pages for your products
– Fill in your info completely– Get a vanity domain [link]
FB Timelines: Cover Photo
– Create eye-catching cover photo • (851x315 px);• No advertising allowed!• No website, email, reference to ‘Like’ button;
– Create your Avatar (180x180 px square)– Tell your story – add milestones;– Use the pinning feature;– If existing page, clean up your timeline;
FB Timelines: Apps/Tabs
– Default apps based on category chosen• Photos, Likes, Notes, Videos,
– Find an app or have one built• Many apps no longer work, but developers
are busy building new ones• Timeline App Builder by Lujure is free [link]• Up to 12 “visible” – all but photos can be
reordered and graphics can be changed
– Full-sized website can be embedded!
FB Timelines: Tips & Links
– You can change your page name [link]– You can change your category– You can feature 5 of your ‘likes’– You can (and need to) upgrade your
profile to a business page if you have your business set up on a profile – be sure to download important content first [link]
– Your business probably has a default “Place” – you should claim it!
So what you are saying is…My business needs to have both a mobile, social web presence, so….
I can just set up a free Facebook pageand free tab website and be done!
No more website, no more hosting fees!
In fact…
Stephen Haines at FB said I can!
Top 3 reasons to replacemy business website with a Facebook page…
It’s FREE!
Everyone’s already there!
It would simplify everything!
Umm, not so fast…
No contract and free = NO SAY = at FB’s mercy
FB is notorious for makingmajor changes without notice (9 so far?) – like it or not!
Your ability to customize is limited – heck, you can’t even put your phone number on your “banner”
It’s NOT YOURS – a competitor’s ad could be on your page - And, you aren’t building search engine ranking
What if everyone leaves and goes to Google+? (MySpace didn’t think it could happen either…)
Don’t put your eggsall in one basket!
The fundamentalshaven’t changed…
A Multi-Channel Marketing Mix
Website, Mobile and Blog
Integration of Social Media
Inbound Marketing (Get Found)White Papers, Webinars, Videos, Blogging, eBooks, Slideshows
Outbound Marketing (Go Find)Email, SMS, PPC, Print/Online Advertising
Mailings, Tradeshows, Cold Calling, TV/Radio
Web/Mobile: Time to Reinvent
Mobile Friendly or Mobile Site
Your website must at the very least render correctly on mobile devices and be optimized for faster download. A separate mobile site allows you to provide a better user experience with content targeted for the mobile user.
On the Web, Content is King –on the Mobile Web, Context is King!
Social Media: Requires Time
It’s not just Facebook and Twitter anymore!
Successful social media marketing requires…awareness, strategy, balance
commitment, monitoring, evaluating
Worry less about ‘Likes’and more about user experience
Social Media Marketing is a JOBSalaries in Philadelphia range from 16K-44K for a blogger
to 54K-85K for a Social Media Marketing Manager
The Better Way of Sharing: Inbound Marketing
Content is Still King of the Web!Create fresh, relevant, high-quality informationand tools to attract qualified traffic to your site
Search Engine Optimize & Social Media Sharing
Optimize content for search engines, continually adding to build presence; create inbound links;
make it easy to share; clear calls-to-action;
Analyze/Tweak/Repeat
The 3 Keys to Success
Acquisition
Acquisition–SEO/Link Building
Create
SEO
LinkAnalyze
Tweak
It’s NOT “one and done”!
Your competitors know about SEO and linking too!
Search algorithms change
Links can break/be removed
As you build pages/content, you need new links
Avoid Link Building Mistakes
All links go home –Link to relevant keyword focused page
Anchors “click here” –Link keywords and related keywords
Unrelated links or low quality links – Not all links are the same!
The best links are contextual, descriptive and one way.
All links from one source – 10 links from 10 sites better than 20 from 1 site - diversity
The 3 Keys to Success
Acquisition
Conversion
Conversion–Browsers to Buyers
ChannelEfforts
Calls toAction
AnalyzeIterate
And Now: The Bad News
Gartner Report 2012
80% of multi-channel implementations will fail
Customers will become less loyal and more savvy
Greater competition among retailers across channels leads to having to lower prices to compete
How to Prevent Failure
Build Trust and Loyalty
Identify the best customers and provide them with the best treatment, faster service and personalized relationships
Localize your marketing strategy and target your efforts
Provide value and continually strive to improve
The 3 Keys to Success
Acquisition
Conversion
Retention
Retention–Keep Your Customers
Worry less about acquisitionand more about conversion and retention
It is more cost effective to keep your existing customers than to acquire new ones
Put your efforts into increased conversion of your existing web traffic rather than in ways to get more
Again - provide value and continually strive to improve your products/services and customer interaction
Coupons
Your Website
The Foundation of Success
Mobile
Tablet
YouTube
BloggerWordPres
s
SearchOrganic/PPC Link Building
QR
Text
Directories
Profiles
Yelp
Press Releases
YOUR WEBSITE
RSS
Google+
Landing Pages, Calls-to-ActionQuality Content
Analyze/Tweak/Repeat
Sweepstakes
Tell-A-FriendMaps
And by the way,Yes, we can do all of that!
www.websketching.comweb/mobile/social
Time to Let usBuild you a Better Web
www.websketching.comweb/mobile/social