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Rosey Broderick
Intro to Web Marketing
        May 2012
Background
• Business Studies & German (Marketing), University of Limerick

• Many years working in technology sector. National & international markets
       Marketing / Business Development with a focus on online marketing/web
    (Creative Labs, Viking components, Eircom.net, Web Reservations International)


• 2006 – set up HomeWise.ie

• 2007 Set up                            to help businesses ‘get customers online’

•   Mentor with Enterprise Ireland.

•   Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise
    boards etc
Quick Intro

Name:
What is your area of focus / business?
What you are hoping to get from the course?
Approach to Web Marketing Strategy?



Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence

Step 4: Put action plan in place to drive quality visitors

Step 5: Measure/Monitor to establish sources of quality traffic
Step 1 – Set Clear objectives



  What are your business objectives?




  How will the web help you achieve these business
  objectives? /What are your objectives from the web?
What are your business objectives from the web?
Step 2 Understand your market

Market research

•Assess your market potential

•Get to know your Target market:
       - Who are they ?
       - What are they doing on the web?


•Competitor research
What is your market potential?
http://www.internetworldstats.com/stats.htm
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
Ireland - Ecommerce



2011 - 43% of Irish adults
had shopped online in the
previous 12 months

Dublin top for ecommerce
Followed by The West
Ireland – Silver surfers




Among Irish 60 to 70-year-olds, 21% say that they use the internet every day
What Geographical markets are a priority?

Local, regional, national, international
Who is your Target Market

Who do you need to reach?
• End users / consumer market
• Retailers
• Distributors
• Manufacturers
• Research
• Trials
• Put your business on front of investors
• Generate business partnerships
Individuals/Influencers
Define

Who is your target market

Prioritise them (1 = most important etc)

What do they do?/what is their behaviour?

Do they use the web to research/purchase your
products/services?

Do they use search engines?

What websites do they use?
What triggers them to look for your
 products/services?

What are their motivations?

What are their issues?

What solution are you providing your customers?
Reaching the right people with the right
                message
Step 3 – Look at your current web presence



 -No of visitors in the last month
 -Source (where they came from)
 -No. of conversions

 How you are performing on the search engines?

 Presence on Social Networks?

 Where you are in relation to competition?
Step 4 - Put an action plan in place

-With clear objectives from the web

-having identified any weaknesses in your existing presence

- Now knowing your target markets interests & behaviour

- With your competition in mind


-Devise your marketing strategy and set out actions
Defining your Marketing strategy




  What combination of offline activity & online
  activity do you need for your business?
Impact of the web on Traditional
           marketing?
Web Marketing
Traditional marketing
                               Applies technology - Internet

Research – Who are your customers & what do they do

   – Where do they go when they need your products/services?
     (may not necessarily be actively searching)

   – What search engines, directories, websites do they use ?
     (when they are actively searching)

   – How do they behave after they arrive on your website?
The way people are interacting on
   the web has changed

-Talking at people

Has change to

-Listening to what people are
    saying………. & then interact
Defining your Web strategy
Web strategy




Build a sound platform that cements your brand and also creates a valuable
opt-in database / community that can be used to invite people again & again
Building your Web Strategy

Areas to be considered when developing a web strategy

The website itself


Off page online marketing activities
Search engine optimisation (off page)
Other tactics to drive new visitors to your website


Offline activity
Activities off the web to drive traffic to your website
You have visitors
• How to convert them!!

• What is relevant to them?
• What info are they looking for?
• What is useful in helpful them move towards
  the decision to purchase your
  product/service?
Getting your website in order

• Design/look and feel

• Usability & Navigation

• Tools & Functionality

• Strong calls to action

• Search Engine Optimisation

• Good measurement and tracking
WebResultsIntrotowebmarketing17may2012
Web Strategy


Business Objectives - Calls to action
WebResultsIntrotowebmarketing17may2012
Interaction with users


Tools to engage users

•   calculators
•   currency convertors
•   Video demo
•   Webinars
•   podcasts
Data collection & feedback
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
Web Strategy

    Activities to drive traffic
•   Pay Per Click
•   Search Engine Optimisation
•   Social media
•   Online Advertising
•   Viral Marketing
•   Partnership marketing
Web Strategy

Elephant campaign
Belgium

http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded
• Freight forwarding – 1000 searches
Pay Per Click - Google Adwords

•Very targeted
•Gives good understanding
                            Health and safety training – 720 searches
  of your market
•Test to establish ROI
•Focus on what works
Web Strategy

Search Engine Optimisation


Keyword research
Building Content
Link Building
WebResultsIntrotowebmarketing17may2012
Web Strategy

Online PR
Web Strategy

Social media
Web Strategy
Web Strategy

Social Media – Clear objectives
Ford Fiesta

100 socially vibrant social media fanatics
18 months prior to release in US
Had to share their experiences of the car over 6 months
Blogs, Twitter, Facebook, Flickr and YouTube channels
7 secrets to Fords Social Media Marketing Success



 •   People trust corporations less - allow other people through word of mouth
     create trust for you through Social Media
 •   Reached out to those who are listening and let them do the talking for you and
     to connect with people like themselves
 •   Let them know that you are real people just like them and are passionate about
     what they do and the Ford Brand
 •   Run a competition involving Social Media eg.. To be selected to drive a Ford
     Fiesta for six months – select 100 of those who are “socially vibrant”
 •   Aggregated the content on Fords Fiesta movement website (crowd sourcing
     content) without editing it!
 •   Implemented multiple Social Media channels such as Facebook, Twitter and
     YouTube to create digital buzz
 •   “Get On Board” the executive team and the board of directors
The Results


• 11 million Social Networking impressions
• 5 million engagements on social networks (people sharing and
  receiving)
• 11,000 videos posted
• 15,000 tweets.. not including retweets
• 13,000 photos
• 50,000 people who have seen the product in person or on a video
  who said that they want to know more about it when it comes out
  and 97% of those didn’t currently drive a Ford vehicle
• 38% awareness without spending a dollar on traditional
  advertising ( Fords model “Fusion” doesn’t have that awareness
  after 2 years of being out in production and yet it has received
  hundreds of millions of dollars in traditional marketing spend).
WebResultsIntrotowebmarketing17may2012
Twitter
http://thenextweb.com/socialmedia/2011/05/15/successful-twitter-campaigns/

The Volkswagen Twitter Zoom
Volkswagen - February
To promote their sponsorship of the Planeta Terra Festival.

They hid tickets to the festival all over the city, and shared the location with users
   via a map. The trick was however, that the map (using Google Maps) would
   only zoom in to reveal the locations based on how many people shared the
   hashtag #foxatplanetaterra on Twitter

The campaign was a huge success for Volkswagen, as within 2 hours the hashtag
   was a trending topic in Brazil
YouTube
• 60 hours of video are uploaded every minute, or one hour of video
  is uploaded to YouTube every second.

• Over 4 billion videos are viewed a day

• 70% of YouTube traffic comes from outside the US

• In 2011, YouTube had more than 1 trillion views or almost 140
  views for every person on Earth

• 500 years of YouTube video are watched every day on Facebook,
  and over 700 YouTube videos are shared on Twitter each minute
58 % of marketers with 3+ years of experience are using Google+

67% of respondents say they plan to increase Google+ usage

Source: marketingland.com. Social media examiners survey of marketers &
business owners Jan 2012 – based on replies from 3,800 marketers across the
world
In October, the earth's population surpassed 7 billion
The New York Times used Google+ business page to source photos for its latest crowdsourcing project
"Picturing 7 Billion."
Customizing its page based on follower feedback, who said they were looking for international news and
photos on the Google+ business page.
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
Web Strategy

Business Networking
Web Strategy

Online Advertising
Online Advertising

Online Advertising
WebResultsIntrotowebmarketing17may2012
Web Strategy

Email
Web Marketing Activities

 Viral Marketing

 Word of mouth marketing
 Use of existing social networks to spread a
 Message
 People willingly pass on information to their
 contacts
Viral Marketing
WebResultsIntrotowebmarketing17may2012
Web Marketing Activities

 Samsung
 LED-illuminated sheep running around the Welsh countryside
 Attracted nearly 8.5 million views on YouTube and continues to
 be the topic of discussion on blogs across the web.
 The "is it real or not" quality proves once again to be YouTube
 gold.

 http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr
 _embedded
Web Marketing Activities

 Affiliate Marketing

 Affiliate Marketing is an Internet-based
 marketing practice in which a business rewards
 one or more affiliates (publishers) for each
 visitor, lead or customer brought about by the
 affiliate's marketing efforts
 http://en.wikipedia.org/wiki/Affiliate_marketing
Affiliate Marketing
Web Marketing - Devising a web strategy




Web Analytics

•What works?


•What doesn’t?
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
WebResultsIntrotowebmarketing17may2012
Web Marketing Strategy
Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence

Step 4: Put action plan in place to drive quality visitors

Step 5: Measure/Monitor to establish sources of quality traffic
• Regular

• Focused

• Interesting

• Fun
Web Strategy

   Effective use online marketing
      Fully measurable – highly effective
Questions?

                                                       Thank you
WebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14   info@webresults.ie   (01) 2071872

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WebResultsIntrotowebmarketing17may2012

  • 1. Rosey Broderick Intro to Web Marketing May 2012
  • 2. Background • Business Studies & German (Marketing), University of Limerick • Many years working in technology sector. National & international markets Marketing / Business Development with a focus on online marketing/web (Creative Labs, Viking components, Eircom.net, Web Reservations International) • 2006 – set up HomeWise.ie • 2007 Set up to help businesses ‘get customers online’ • Mentor with Enterprise Ireland. • Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise boards etc
  • 3. Quick Intro Name: What is your area of focus / business? What you are hoping to get from the course?
  • 4. Approach to Web Marketing Strategy? Step 1: Set clear objectives Step 2: Understand your marketplace Step 3: Analyse your existing web presence Step 4: Put action plan in place to drive quality visitors Step 5: Measure/Monitor to establish sources of quality traffic
  • 5. Step 1 – Set Clear objectives What are your business objectives? How will the web help you achieve these business objectives? /What are your objectives from the web?
  • 6. What are your business objectives from the web?
  • 7. Step 2 Understand your market Market research •Assess your market potential •Get to know your Target market: - Who are they ? - What are they doing on the web? •Competitor research
  • 8. What is your market potential?
  • 13. Ireland - Ecommerce 2011 - 43% of Irish adults had shopped online in the previous 12 months Dublin top for ecommerce Followed by The West
  • 14. Ireland – Silver surfers Among Irish 60 to 70-year-olds, 21% say that they use the internet every day
  • 15. What Geographical markets are a priority? Local, regional, national, international
  • 16. Who is your Target Market Who do you need to reach? • End users / consumer market • Retailers • Distributors • Manufacturers • Research • Trials • Put your business on front of investors • Generate business partnerships
  • 18. Define Who is your target market Prioritise them (1 = most important etc) What do they do?/what is their behaviour? Do they use the web to research/purchase your products/services? Do they use search engines? What websites do they use?
  • 19. What triggers them to look for your products/services? What are their motivations? What are their issues? What solution are you providing your customers?
  • 20. Reaching the right people with the right message
  • 21. Step 3 – Look at your current web presence -No of visitors in the last month -Source (where they came from) -No. of conversions How you are performing on the search engines? Presence on Social Networks? Where you are in relation to competition?
  • 22. Step 4 - Put an action plan in place -With clear objectives from the web -having identified any weaknesses in your existing presence - Now knowing your target markets interests & behaviour - With your competition in mind -Devise your marketing strategy and set out actions
  • 23. Defining your Marketing strategy What combination of offline activity & online activity do you need for your business?
  • 24. Impact of the web on Traditional marketing?
  • 25. Web Marketing Traditional marketing Applies technology - Internet Research – Who are your customers & what do they do – Where do they go when they need your products/services? (may not necessarily be actively searching) – What search engines, directories, websites do they use ? (when they are actively searching) – How do they behave after they arrive on your website?
  • 26. The way people are interacting on the web has changed -Talking at people Has change to -Listening to what people are saying………. & then interact
  • 27. Defining your Web strategy
  • 28. Web strategy Build a sound platform that cements your brand and also creates a valuable opt-in database / community that can be used to invite people again & again
  • 29. Building your Web Strategy Areas to be considered when developing a web strategy The website itself Off page online marketing activities Search engine optimisation (off page) Other tactics to drive new visitors to your website Offline activity Activities off the web to drive traffic to your website
  • 30. You have visitors • How to convert them!! • What is relevant to them? • What info are they looking for? • What is useful in helpful them move towards the decision to purchase your product/service?
  • 31. Getting your website in order • Design/look and feel • Usability & Navigation • Tools & Functionality • Strong calls to action • Search Engine Optimisation • Good measurement and tracking
  • 33. Web Strategy Business Objectives - Calls to action
  • 35. Interaction with users Tools to engage users • calculators • currency convertors • Video demo • Webinars • podcasts
  • 36. Data collection & feedback
  • 42. Web Strategy Activities to drive traffic • Pay Per Click • Search Engine Optimisation • Social media • Online Advertising • Viral Marketing • Partnership marketing
  • 44. • Freight forwarding – 1000 searches
  • 45. Pay Per Click - Google Adwords •Very targeted •Gives good understanding Health and safety training – 720 searches of your market •Test to establish ROI •Focus on what works
  • 46. Web Strategy Search Engine Optimisation Keyword research Building Content Link Building
  • 51. Web Strategy Social Media – Clear objectives
  • 52. Ford Fiesta 100 socially vibrant social media fanatics 18 months prior to release in US Had to share their experiences of the car over 6 months Blogs, Twitter, Facebook, Flickr and YouTube channels
  • 53. 7 secrets to Fords Social Media Marketing Success • People trust corporations less - allow other people through word of mouth create trust for you through Social Media • Reached out to those who are listening and let them do the talking for you and to connect with people like themselves • Let them know that you are real people just like them and are passionate about what they do and the Ford Brand • Run a competition involving Social Media eg.. To be selected to drive a Ford Fiesta for six months – select 100 of those who are “socially vibrant” • Aggregated the content on Fords Fiesta movement website (crowd sourcing content) without editing it! • Implemented multiple Social Media channels such as Facebook, Twitter and YouTube to create digital buzz • “Get On Board” the executive team and the board of directors
  • 54. The Results • 11 million Social Networking impressions • 5 million engagements on social networks (people sharing and receiving) • 11,000 videos posted • 15,000 tweets.. not including retweets • 13,000 photos • 50,000 people who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those didn’t currently drive a Ford vehicle • 38% awareness without spending a dollar on traditional advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).
  • 56. Twitter http://thenextweb.com/socialmedia/2011/05/15/successful-twitter-campaigns/ The Volkswagen Twitter Zoom Volkswagen - February To promote their sponsorship of the Planeta Terra Festival. They hid tickets to the festival all over the city, and shared the location with users via a map. The trick was however, that the map (using Google Maps) would only zoom in to reveal the locations based on how many people shared the hashtag #foxatplanetaterra on Twitter The campaign was a huge success for Volkswagen, as within 2 hours the hashtag was a trending topic in Brazil
  • 57. YouTube • 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second. • Over 4 billion videos are viewed a day • 70% of YouTube traffic comes from outside the US • In 2011, YouTube had more than 1 trillion views or almost 140 views for every person on Earth • 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute
  • 58. 58 % of marketers with 3+ years of experience are using Google+ 67% of respondents say they plan to increase Google+ usage Source: marketingland.com. Social media examiners survey of marketers & business owners Jan 2012 – based on replies from 3,800 marketers across the world
  • 59. In October, the earth's population surpassed 7 billion The New York Times used Google+ business page to source photos for its latest crowdsourcing project "Picturing 7 Billion." Customizing its page based on follower feedback, who said they were looking for international news and photos on the Google+ business page.
  • 68. Web Marketing Activities Viral Marketing Word of mouth marketing Use of existing social networks to spread a Message People willingly pass on information to their contacts
  • 71. Web Marketing Activities Samsung LED-illuminated sheep running around the Welsh countryside Attracted nearly 8.5 million views on YouTube and continues to be the topic of discussion on blogs across the web. The "is it real or not" quality proves once again to be YouTube gold. http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr _embedded
  • 72. Web Marketing Activities Affiliate Marketing Affiliate Marketing is an Internet-based marketing practice in which a business rewards one or more affiliates (publishers) for each visitor, lead or customer brought about by the affiliate's marketing efforts http://en.wikipedia.org/wiki/Affiliate_marketing
  • 74. Web Marketing - Devising a web strategy Web Analytics •What works? •What doesn’t?
  • 78. Web Marketing Strategy Step 1: Set clear objectives Step 2: Understand your marketplace Step 3: Analyse your existing web presence Step 4: Put action plan in place to drive quality visitors Step 5: Measure/Monitor to establish sources of quality traffic
  • 79. • Regular • Focused • Interesting • Fun
  • 80. Web Strategy Effective use online marketing Fully measurable – highly effective
  • 81. Questions? Thank you WebResults.ie, 1A Richview Office Park, Clonskeagh, Dublin 14 info@webresults.ie (01) 2071872

Notas do Editor

  1. NOTES: (1) Internet Usage and World Population Statistics are for December 31, 2011. (2) CLICK on each world region name for detailed regional usage information. (3) Demographic (Population) numbers are based on data from the  US Census Bureau  and local census agencies. (4) Internet usage information comes from data published by  Nielsen Online , by the  International Telecommunications Union , by  GfK , local Regulators and other reliable sources. (5) For definitions, disclaimers, and navigation help, please refer to the  Site Surfing Guide . (6) Information in this site may be cited, giving the due credit to www.internetworldstats.com . Copyright © 2001 - 2012, Miniwatts Marketing Group. All rights reserved worldwide.
  2. The numbers may be relatively small, but silver surfers are taking to the internet in greater numbers. Among Irish 60 to 70-year-olds, 21% say that they use the internet every day, compared with only 14% the previous year. That represents the greatest annual growth rate of any of the four age bands in the Central Statistics Office study of 6,800 households. Not surprisingly, daily internet use is greatest among younger people. Among those aged 16 to 29, 77% are on the internet daily, compared with 64% of 30 to 44-year-olds. Taking a five-year view, there has been steady growth in internet use across all the age groupings. That said, the data shows that there is a group who never use the internet. Across the entire sample, 25% said that they did not use the internet in the previous three months, with the highest proportion (62%) among the oldest age grouping.
  3. http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
  4. Introduction to Web Strategy Business objectives: what you want the web to do for your business? How to approach this?
  5. http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
  6. http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
  7. http://www.facebook.com/redbull?sk=info http://sofiasapojnikova.articlesbase.com/internet-marketing-articles/ten-great-facebook-marketing-campaigns-1714930.html One Way TicketV Australia a division of Virgin Airlines
  8. http://www.jeffbullas.com/2011/03/14/how-to-take-your-companys-facebook-fan-page-from-zero-to-40000-fans/
  9. http://www.jeffbullas.com/2011/03/14/how-to-take-your-companys-facebook-fan-page-from-zero-to-40000-fans/
  10. http://www.jeffbullas.com/2011/03/14/how-to-take-your-companys-facebook-fan-page-from-zero-to-40000-fans/
  11. Social Media Examiner’s  fourth annual survey  of marketers and business owners. The January survey collected replies from more than 3,800 marketers around the world, a group that was almost equally split between B2B and B2C marketers.
  12. Ning – Social networks for your interests and passions
  13. Ning – Social networks for your interests and passions
  14. Integrated campaign