prime website and social media masterclass
TRANSCRIPT
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
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Digital in Perspective
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Show of Hands • Website • Responsive website • Facebook • Twitter • Google+ • Snapchat
Constant Change
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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
8
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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
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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
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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