rice university advertising spring 2010
Post on 19-Sep-2014
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My talk to Ann Iverson's advertising class at Rice University, February 2010.TRANSCRIPT
Welcome to the Marketing of the FUTUREWeb marketing and online business interaction basicsEd Schipul | Schipul - The Web Marketing Company | www.schipul.com
www.flickr.com/photos/torley/3770617564
“Fred” 428,519,032 Channel Views
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Cell phone anthropology
A whole new worldwww.flickr.com/photos/trilogicom/4033784093
What we’ll talk about...
• Tapping into Human Motivation
• Web marketing fundamentals
• Storytelling tools on the Web
Building a future on the Web - one site + network at a time
Find this presentation: www.slideshare.net/eschipul
http://www.flickr.com/photos/23373808@N07/3988177683/
Whales are really coolwww.flickr.com/photos/hermida/1172559258
Winter vacation anyone?www.flickr.com/photos/marvenic/3376635617
3 Motivations of Humans
www.flickr.com/photos/60533638@N00/2279220049/www.flickr.com/photos/21314760@N00/935756569/
IdeologicalMaterialSocial
Why do you do what you do?
www.flickr.com/photos/barackobamadotcom/3008253269/in/set-72157608716313371/www.flickr.com/photos/14816925@N00/19845761/
10 Web marketing fundamentals
1. Headline
2. Make your service the Hero
3. “Call to action”
4. Branding consistency
5. Make it easy to contact you
10 Web marketing fundamentals
6. Appropriate imagery / color
7. Optimize your content
8. Testimonials!
9. Interact intelligently
10. Privacy is key
Your online tools
www.flickr.com/photos/limonada/543042006
Unique + stand out
from crowd
Experiment until they get
it right
Listen, respond and
connect
Social Media Rock Star-dom?
All about...Blogs
Celebrating the life of Mac, the baby elephantwww.houstonzooblog.com
•Mac naming contest (7500 entries)
•Mac’s birthday card contests
•Elephant adoption packets (thousands sold and increased awareness)
Mac the baby elephant (2006 - 2008)
Embeddable pics and videos
1000’s of personal Stories
http://www.houstonzoo.org/herpesvirusresearch/
Research Fund Drive
Helping a Community heal after a tragic losswww.houstonzoo.com/mac
http://www.youtube.com/user/houstonzoo
Elephant endotheliotropic herpesvirus (EEHV)
300 million Facebook-ers
307 million Americans
It IS personal (but you keep control)
Avoiding someone? BLOCK THEM!
Pages are powerful on Facebook!www.facebook.com/pages/Houston-Zoo-Inc/15008187525#
Strong fan following
Visual announcements
Fan photos
Facilitate offline networking
53 ‘yes’194 ‘maybe’
888 members
521 photos
Facebook Causes - Social Fundraisinghttp://apps.facebook.com/causes/beneficiaries/11
Track your top recruiters
Feature on your Profile page
Chipin on Facebook!
All about...Twitter
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http://www.youtube.com/watch?v=ddO9idmax0o
Micro-Blogging with Twitter (www.twitter.com)
Twitter includes others in ongoing dialogue
Houston Children’s Museum on Twitter: www.twitter.com/cmhouston
www.threadbanger.com/post/12723
How can you play with your audience?
www.squarespace.com/iphone
/www.flickr.com/photos/cybertoad/3211981392/
www.twitter.com/houstonzoo
www.crowdeye.com
http://search.twitter.com www.tweetbeep.com
Use free tools to track the Twitter buzz...
Playing with Rich Media
www.flickr.com/photos/thomashawk/288335335/
Chronicle it all with video
United Way: www.youtube.com/unitedway
Zappos: www.youtube.com/user/zappos
Schipul: www.vimeo.com/schipul
NPOs share their challenges and triumphs through photoshttp://flickr.com/photos/camera_rwandaNPOs can qualify for free account: www.flickr.com/good
Tap into the Collective creativity!
http://www.flickr.com/photos/sulla55/3402883279/
http://www.flickr.com/groups/houstonzoophotooftheweek/
http://www.flickr.com/groups/houstonzoo/
http://www.flickr.com/houstonzoo/
http://www.flickr.com/photos/jfchenier/76721307/
(keep track of the Story)
Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com
IceRocket: www.icerocket.com
www.google.com/alerts Email updates for your
company name and keywords
www,technorati.com/watchlist Powerful Social Media search
engine watches for your terms and updates you
http://alerts.yahoo.com Yahoo! alerts you of any
occurrences of defined terms and names
Due diligence on your StoryListening and Engaging: Tracking Tools
Marketing FROM THE FUTURE!!!(tie it all in to the Mother Ship)
Let’s digest ALLL this brain candy!
• Find the tools that work for you
• Master the art of listening
• Discover your audience’s motivation
Tying Community building and Web tools together
Find this presentation: www.slideshare.net/happykatie
www.flickr.com/photos/49503124519@N01/2191110642/
Ed Schipul // CEO Schipul - The Web Marketing [email protected] (281) 497.6567, ext. 500Personal Brand page: www.schipul.com/eschipulBlog: www.eschipul.com Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul