cool and crucial online marketing tactics
DESCRIPTION
Presented by Adrian Tennant March 2008 to the Economic Development Corporation of Sarasota (EDC) and Florida Public Relations Association, Central West Chapter (FPRA).TRANSCRIPT
COOL AND CRUCIAL ONLINE MARKETING TACTICSAdrian [email protected]
Overview
What are your customers, clients or stakeholders doing?
How is the Internet changing the role of advertising and public relations?
What are the coolest sites and technologies?
What can you do to improve your visibility online?
Web 1.0 – 2.0How we use the webAccess issues
The Evolving Web
The evolving web
Web 1.0A small number of writers create web pages for a large number of readers.
A one-to-many broadcast approach.
Web 1.5Personal publishing catches on and goes mainstream.
Communities of users form.
Web 2.0Information is broken up into microcontent units that can be distributed over dozens of domains.
The web of documents morphs into a web of data.
Content becomes part of a unified whole - an ecosystem - not an island.
How we’re using the web today News and information Entertainment E-commerce, multichannel retail E-Learning Politics Personal media sharing (photos, videos,
blogs) Business research, marketing, sales Keeping in touch with friends and family
What they areBookmarkingTagging
Social Networks
Social Networks
Internet applications that help connect friends,
business partners or other individuals together
using a variety of interactive tools.
Wikipedia: Flickr is a photo sharing website, a web services suite and an online community platform
www.flickr.com
Bookmarks & Tagging
People-powered metadata Share bookmarked websites with others See what other people have bookmarked Classify information with user-defined
labels or “tags” Implications for information architecture,
social software and interface design
Wikipedia: del.icio.us is a social bookmarking web service for storing, sharing, and discovering web bookmarks
http://del.icio.us
Bookmarking goes mainstreamBlue Dot BookmarkSy
nc Digg Diigo Furl GiveALink.or
g My Web Netvouz Newsvine Reddit Simpy SiteBar StumbleUpo
n Thoof
www.librarything.com
Google’s Universal Search
Concepts
Tag clouds provide a visual alternative to traditional web navigation
Users can control labeling – but most popular tags often obscure less frequently used ones
LibraryThing offers “Tagmash” using + and – keys to add and filter out keywords
Geotagging combines tags with geographic data: marker, latitude and longitude
YouTube videos’ tags can be embedded in blogs
Things to consider
Can users tag your content? Could you post informational videos on
YouTube? Could you post geo-tagged photos on Flickr? Do you provide bookmarks or link to RSS? How might you create a community or social
network around your product, service or content?
Do you have a LinkedIn profile, or a MySpace page?
Second Life
3-D virtual world Imagined and created by its residents Navigate the space as an avatar Currency - Linden Dollars Individuals, businesses, schools and non-
profits welcome Brands build virtual stores, hotels, sell
products Used for preliminary interviews
www.secondlife.com
How the world has changedDomestic search vs international searchSearch engine-friendly marketing
The Importance of Search
How the world has changed
In eleven years, the Internet has transformed
into a truly multilingual environment
75% English
25% English
25%Non-
English
75%Non-
English
Internet Users
InternetWorld Stats 2007
International search
To attract users from outside the U.S., your website must be visible on local search engines
Many international users speak English as a second language, but…
…perform searches in their native languages on local search engines
Understanding differences between search engines in international markets is critical
Gaining international visibility It is not necessary to have your entire website
translated, but… You do need to have at least one page
translated, optimized with keywords and meta tags
Visibility Tactics
Search-optimized press releases Article submissions User-Generated Content
Blogs and blog marketing Wikis and Squidoo lenses
Search Engine-Optimized P.R. Match what you offer with what users
are searching for Develop keywords and key phrases Build key phrases into releases Provide hyperlinks to deep content Leverage online press release
distribution methods for maximum reach
Search Engine-Optimized P.R.
Article Submissions
Write keyword and content-rich articles Post content in “article junctions” online Target sites that accept HTML format, so
you can include hyperlinks back to your site
Search engines like to index fresh content
Post frequently to increase links to your site
Article Submissions
User-Generated Content
Institute for Business Value Consumer Survey, Zoomerang.com 2007
Blog Marketing
Blogging
Informal wins over formal Raise awareness about your product or
service Drive qualified traffic to a relevant page on
your website Generate “buzz” online Promote and strengthen your brand image Consider blog networks for sponsored
posts
Wikis and Squidoo
www.wikipedia.org
www.squidoo.com
Universal Search
Google results include not just text links, but also maps, images, news and video
Results are aggregated on the main search page
Universal search is having a major impact on natural and paid search results
Google’s Universal Search
London joggers who took place in the Nike-sponsored 10K run could search runs by postcode, distance, or type of run; create a new run by clicking various points on the map; or save a list of their preferred routes.
The wild, wild west
Google Earth
Google Earth Content
International Flights Animation
Geologic Atlas of the U.S. UNESCO Sites in Germany Rising Sea Level Animation Global Language Audio Virtual Tourism Videos Webcams Zakouma Ivory Wars in
Chad City of London Timeline
Things to consider
Have you staked your claim to some Google Earth real estate?
Could you use layers and fly-bys to show off your office or retail locations?
How could you add a third dimension to your location and directions map?
Is your address information correct on Google?
Usability TestingAnalyticsEye-Tracing
Finding out what works
Usability Testing
Test with 6-7 participants Captures 85-95% of
issues Before/during design Avoids fixing mistakes
later Software tools for remote
testing with audio and video
Define audience’s goals Remove obstacles
www.usabilityprofessionals.org
Analytics
Google Analytics Measure site
statistics KPIs = goals Use in-built A/B
testing Optimizer tool
Test, refine and improve
Javascript vs log fileswww.google.com/analytics/
Eye Tracking
Eye-flow tracking + click data = Heatmaps
Test existing pages, prototype mock-ups
47% lift in sponsorship ad click-throughs
10x increase in home page click-throughs
www.cloudburstconsulting.com
Migration away from TVAdvertising everywhereOnline and offline integration
Advertising and PR are changing
Future advertising trends
No more “spray and pray” cluster bombs of advertising (hoping that some of it sticks)
Online media planning is pivotal Forget measuring eyeballs, measure
engagement More product placement, viral campaigns,
and sponsorships “Advertising won’t go away – it will go
everywhere”
Online and offline meet: Motorby Internet sign-up Mini owners in
Chicago, New York, Miami and San Francisco receive RFID key fob
Interactive digital billboards respond to RFID…
Billboards that know you by name
www.nytimes.com/2007/01/29/business/media/29cooper.html
Thank You!
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