prime website and social media masterclass

Website & Social Media Masterclass  

@danielrowles

Daniel Rowles

MD of TargetInternet.com

CIM Course Director

Author: Mobile Marketing & Digital Branding

Lecturer Imperial College

Cranfield School of Management

@danielrowles

Agenda

Digital in Perspective Objectives

Websites & Mobile Social

Search Optimisation Email Marketing

Measuring Success

 @danielrowles

Digital in Perspective  

@danielrowles

Show of Hands •  Website •  Responsive website •  Facebook •  Twitter •  Google+ •  Snapchat

Constant Change

@danielrowles

Data Volume

How Much Do You Know!

•  20 years of video are uploaded to YouTube every day •  •  1 in 4 Starbucks payments are made on a mobile

device in North America

•  Mobile accounts for about 10% of ecommerce worldwide

•  Google+ had 600 Million members in Jun 2013 •  There are approximately 500 Million tweets a day

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8 hours, 20, 200 minutes, 20%, 20, 1 in 4, 10%,1 in 3, 25%, 1 in 10, 50%, 48 hours, 107 trillion, 1 in 5,10, 45%, 150 Billion, 9 Years, 50 Trillion, $500 Billion, 4 Billion, 90 Million, 10 Billion, $50 Billion, 600, $200 Milion, 30%, 90, 92%,19%, 10%, 500 Million, 1 in 4, 20 years

Providing Value

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Mobile is Dead

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Fragmented Technology

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Pay to Play?

#cimdigital @danielrowles

Channels in Practice

Objectives •  Generate Leads •  Generate Sales •  Generate awareness and engagement

– What does this look like

Setting objectives

What  The  Brand    Wants  To    Tell  People  

What  Shoppers    Want  To    

Engage  With  

Bridging  The  Gap    With  Understanding    Driven  Strategy  

We  help  people  achieve  their  athle;c  poten;al  

Mo;va;on   Training  Programs  

Training  Data  

Advice    

We  make  great  shoes    and  apparel  

Strategic Positioning and Objectives

Insights

Websites and Mobile •  Wordpress •  Themeforest.net •  Responsive Design

Mobile Experience

www.mobilephoneemulator.com  

Search Optimisation •  How Google Works •  Keywords •  Optimising •  Links

Google World Dominance

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There are two factors which are vital to a successful SEO campaign: –  On page optimisation –  Link building

– Social Signals

Which factors are important

•  Read HTML from left to right •  Follow links on your page •  Place different emphasis on keyword placement

How do Spiders work?

Spider issues •  Flash •  Text in Graphics •  PDF, Word, RTF, Excel etc •  Keyword Duplicates •  Redirection (301 redirect)

Search Engine User

Black hat vs. White hat

hDp://www.maDcuDs.com/blog/ramping-­‐up-­‐on-­‐interna;onal-­‐webspam/  

Keyphrase research

The Long Tail

Google Trends

Google Keyword Planner

•  Page Titles

•  URL

•  Headings <H1>

•  Body Content

•  Text Links

•  ALT Tags

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Keyword Placement

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Page title

•  Highly important •  Need to be unique •  Use primary keyphrases •  Given greatest weight in SE’s •  Match the page content •  60 characters or less •  Keep important words at the front

Search Engine Results Page (SERPs)

Exercise

•  Split into groups •  Critique the following page from an SEO

perspective •  What changes would you make?

OpenSiteExplorer

Social in Practice •  Key Tools •  Channel Insights

– Twitter – Facebook – LinkedIn

21,335

   What’s your objective?

Repeat and Engaged Audience

www.bbc.co.uk www.steve.pavlina.com

Klout

Social and online PR

Share Content

Build Relationships

Listen

Staying Up To Date

@danielrowles

Streamlining

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Focus on Efficiency

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Exercise •  Five minutes •  One social media question •  Basic is fine

Email Marketing

Measurement

Final Thoughts

SME Advantage

Custom  Dashboards  

SEO  

Email  

Display  

CRM  PPC  

Social  Media  

Web  Analy;cs  

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The Future  

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Future?

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Future

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•  Understand user journey •  Provide value •  Measure against

objectives •  Monitor, test and learn

Conclusions  

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Thank You

danielrowles@me.com

@danielrowles www.targetinternet.com