Never Ending Story 1
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Sept 11 presentation at CODA
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Never Ending Story 1
- 1. “ Its Marketing Scotty, but not as we know it” Richard Masters An Introduction to Digital Marketing for Small Businesses: 2011 remix
- 5. This Is Not Your Father’s Marketing “ And that’s the difference between traditional marketing and social media marketing. In traditional marketing, you throw out a message where it will be seen by millions of people who couldn’t care less.” “ In social media marketing, you find the people who are already talking about your message and join the conversation . It’s really that simple and that complicated.” Source:
- 15. Web 2.0 is here to stay! “ Web 1.0 was where corporations thought the internet was another dandy platform for telling us what they wanted us to know. Web 2.0 was where we showed them that the internet is about us, not them, and that if they want to stay around, they'd better sit back, shut up, and listen. Web 2.0, like Rock and Roll, is here to stay”. -Ray Beckerman http://rays20.blogspot.com/2010/06/traditional-retweet-tr-key-to.html > More of a movement - driven by users
- 16. Objectives of marketing haven’t changed!
- 19. 1. Websites
- 20. Website as a Portal Content rich website Search engine marketing Conventional marketing methods Social networking Online media
- 21. Or as a hub......
- 23. Example of a Portal Strategy
- 24. OK, so you have a great website. How to get customers to visit it! (PPC is the obvious way) 2.Search
- 27. Why Google?
- 35. Impact of these changes can be dramatic for search traffic!
- 44. In parallel to the rise of Google in dominating search has been the phenomenal rise of Social Media. 3. Social Media
- 49. Business Blogs
- 51. Relevant Blogs
- 55. News Releases(2) Sources of material
- 57. News Releases(5) Further Reading
- 60. Current Trends
- 61. A Taxonomy of Social Networking Sites Instant messaging sites : Messenger, Twitter Social networking: MySpace, Bebo, Facebook Social bookmarking sites : StumbledUpon ,Delicious , Reddit, and Digg ( came across a site with 504 links) Business Networking Sites : Linked-In, Viadeo, Plaxo Xing
- 62. Big Five
- 69. Example of Company Pages
- 73. Examples of Facebook Pages
- 79. Twitter Long term trend or Fad?
- 81. Is it a business tool yet?
- 84. Yoono: Desktop
- 85. Social Media Tools: Tweetdeck
- 87. Developing A social Media Strategy for your Business
- 89. Example of Business Social Networking Strategy
- 90. Example of a Linked In Strategy
- 91. Example of a Facebook Strategy
- 92. Example of a Twitter Strategy
- 93. What will shape the future for Digital Marketing? The future?
- 96. At stake is nothing less than the future of advertising on the internet. Google is still the undisputed champion of the field, serving up the vast majority of search advertising and hauling in $23.5bn last year. But Facebook is hot on its tail. Just six years old, Faceboook is expected to make between $1bn and $2bn this year, thanks to its vast user base and its highly targeted ads. Financial Times October 2010
- 97. Facebook business strategy It's a really simple answer, which is that our business is advertising. We're not waiting to find our business. We found it, and it's actually working very well. Marketers all over the world have to sell products and services, and they have to generate demand for those services. They do that typically where people are spending their time. Sheryl Sandberg COO Pasted from < http://www.businessweek.com/technology/content/apr2009/tc2009048_429871.htm >
- 102. 3.Dotcom 2.0! Company Users (mill) Market Cap($bill) Value/User ($) Value Driver IPO? Linked In 100 2.7 27,000 Recruitment/Advertising March 2011 Facebook 200 65.0 325,000 Search/Advertising Stated 2012 Twitter 600 7.7 12,800 Advertising? ? Trade sale? Google Huge war chest ($25 bill ) $6 bill offer for Groupon Committed to get into social Amazon 20% share in Living Social Major Cloud player Others 100+ other significant players including: Zenga, FourSquare etc
Notas do Editor
- I have been giving this presentation for 3 years now. I laugh when i look at the original version “effective websites for small businesses” Such is the rapid change Come complete circle on some issues Only an Introduction – not a how to! Small Businesses perspective only Re engineered it in the light of past comments and made it an overview only. Taken out a lot of detail to get within 1.5 hours About apprcistion “know what you dont know” rather than “how to” education.
- Venn diagram to start to define what it is and what it isn’t Hand written! For a reason.
- Traditional marketing “interrupt marketing” Digital marketing is all about engaging and joining
- Change between web 1.0 and web 2.0 which has been the key defining change in marketing terms
- Joint Academic Network Key technology was the Internet Protocol (IP) as it allowed address less computing The web that was
- The marketers response to the emergence of web 1.0 by building websites! Sort of an extension to traditional marketing but with electronic brochures! Bit of push marketing (emails) and some ecommerce
- Huge paradigm shift. Digital marketing no longer about electronic brochures- no longer an extension of traditional marketing techniques
- Not going to define web 2.0 any further- lots of much cleverer people than me have tried! Concentrate on the artefacts of the web as these define it
- Movement we have had to respond to as marketeers!
- Its how google interprets that demand and selects websites for you see that is key We all use them now. We all want hits from people who are interested in and likely to buy our products
- Ok ive done the scene setting- why this stuff is imortant time to delve into the real stuff What does it all mean
- Gorilla in the marketplace But watch Bing Microsoft and semantic search - 30% market share in the states
- Google is not neutral. It has a view and you have to understand how it forms a view Dont navigate using the navigation bar as we also assumed back in the 90’s People use google as their home page or their browser home page defaults to google e.g Firefox
- Google is not neutral. It has a view and you have to understand how it forms a view Dont navigate using the navigation bar as we also assumed back in the 90’s People use google as their home page or their browser home page defaults to google e.g Firefox
- Nobel Maths prize
- Designers desisgn websites for the human eye. You should design websites for the google eye! More than this it has to be a very pure form of HTML Software packages (Dreamweaver,Frontpage, Serif)- produce weak HTML Need to write in native HTML to maximise visibilty
- Bad nieghbourhoods mark you down Avoid link farms and content dupilcators 3. JC Penney
- Back to my analogy of erecting a wonderful billboard in a basement!
- This is a huge subject and i cover it in detail in authoring a website on the expanded course Counterpunch and GMC
- 100 little things See books listed Geneology example
- Ok so you have re-written your content got SEO working and you are getting traffic- this is only the beggining!
- These involve publishing information only Do not necessarily involve interaction or websites but usually do as part of an integrated marketing strategy
- News releases usually found before home pages in searches!!!
- Visits in last 3 years to may Huge percentage just accounted for by Google a Facebook Add in other Social media and it will be massive Look at rise infacebook. Twitter similar Between them the percentage of internet traffic is increasing!
- Twitter right place? Micro-blogging? Cover three big ones in purple Very different platforms and should be used in the marketing mix according to your marketing objectices.
- No real literature yet compared to Twitter which is newer
- So Google dominates in marketing reveniyue Online oalready won the battle with all other forms of media