targeted marketing: trad'l vs. interactive, social and seo

Marketing, Social Media & SEO TodayMarketing MUST be Targeted & EfficientBy Brandon Na, Principal, Seattle Organic SEO

Brandon who? • Principal, Seattle Organic SEO• Radio Host, Toginet (past: eFM, Busan, S. Korea)• Director of Human Resources & Online Marketing,

Chung Dahm Institute, Southeast Regional HQ (most diff constituents)

• Online Marketing Program Manager under different titles for 6 years at Doubleclick (now Google), Amazon & Expedia

• More details at brandonna.com or search for “brandon na” and you’ll definitely find sth

Who are those difficult constituents???

Kids (Love ‘em, Hate ‘em, Love ‘em)

Marketing (defined)

• Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

~AMA (American Marketing Association)

• “connecting the target consumers with your products or services”

~unknown Marketing professor at the University of Puget Sound

Marketing: before www

• Newspapers (1704)• Magazines (1742) • Billboards (1867)• Telemarketing (1895)• Radio (1906)• Television (1935)• (Direct) Mail Marketing

(1954)

Facebook. Really?

Compete.com January 2011

Alexa.com

Great Growth and we See the Ubiquity, but…

Beginning of Internet Marketing

In the first stage for several & at worst, the 2nd.

The most efficient– Has 2 major periods– Before Google, After Google (est 1999/2000)

Quickest bang– Has 2 major periods– Before Google, After Google (est 1999/2000)

Just Started (2010)– Facebook, Twitter (still mostly noise)– Important, but…

Social Media

Email Marketing

SEO

PPC

Mobile Marketing Very early– Important, but…

One of the most powerful, but…– One of the most annoying! (est early 1990s)

Social Media Cost $$$$$

• Facebook: Free• Twitter: Free• LinkedIn: Free• Wikipedia: Free• Digg: Free• Youtube: Free• Digg, StumbleUpon, Reddit, Yelp,

Slideshare, Imdb, Quora, Blogger, Wordpress, Flickr, Craigslist (mostly)

Did I mention Social Media’s Free?

Useful Social Media Tools

• Blogging• Microblogging: Twitter• Social Networks: Facebook (Facebook

pages, Facebook apps, Facebook API)• Q&A Sites: Quora• Forums (old fashioned socializing online)

Blogging

• Blogging: New way to spread ideas, opinions, create news, create rumors, give people interesting things to read, debate, provide advice, and have longer dialogues online

• Allows you to take advantage of the long tail• JohnChow.com: est $500,000 (Canadian)/year

blogging about making money online; Perez Hilton reportedly makes $450k/yr

My own test: The Real South Korea (wordpress) dot com: 1,090,234 views ($0)

Architect Blogs

Why Tweet?

• “…my fellow Americans, ask not what your country can do for you; ask what you can do for your country.” Did this require a book?

• Gas is being sold for $2.99 a gallon on 45th and University!

• News, Ideas, Stock Tips, Rumors, Updates, “Check this out” (pics & all the above), & more

• Mobile phones will fuel the fire behind Twitter

Titlehttp://twitter.com/architects

8 Following, 3968 Followers

• Diamond Project Terry & Terry Architecture San Francisco, California http://bit.ly/eFLohp

• Check out: http://aol.it/ha5BWw - House Tour: Vidal Sassoon's Modernist Bel Air #architecture

• Star Architects Urged to Stop Exploiting Students http://bit.ly/eJz5Fv#architecture

• Frank Lloyd Wright House Available at Bargain $1.38Mhttp://aol.it/gKTUhJ #architecture

• Mexico's Carlos Slim Builds a Dazzling Art Palacehttp://buswk.co/bKVsX1 #architecture

Q&A and Forums

• Quora: Building a reputation as an architectTop 5 “Best” Questions: 1. What are the ugliest buildings in the world?2. What are some of the most beautiful buildings in the world?3. Why do some skyscraper elevators run at slower speeds on

windy days?4. What are the top architecture blogs?5. What is the interior architecture of the United Nations' head

quarters like?

• Forums do this in a less judgemental manner & networking can occur along with potential reputation improvement/otherwise

SEO: Super Efficient Opportunities

• Search Engine Optimization: following Google’s rules to rank higher than other results

Why do we care?Position Click thru Click thru

1 42.30% 33.84%2 11.92% 9.54%3 8.44% 6.75%4 6.03% 4.82%5 4.86% 3.89%6 3.99% 3.19%7 3.37% 2.70%8 2.98% 2.38%9 2.83% 2.26%

10 2.97% 2.38%

Most Important SEO Factors• There are 2 Big C’s to focus on– Content• On-site/page Optimization

– Credibility• Links

“The Internet is a an Economic Library”

Content

Credibility Chaos,:

(Creativity, Cunning, Collaboration,

Conditions [luck])

2’s

4’s

3’s#1

20th page

2nd page

3rd page

Consensus Rank On-Page (Keyword-Specific) Ranking Factors

66% 1 In Title Tag

63% 2 In 1st Word - Title Tag

60% 3 In Root Domain

49% 4 In H1

47% 5 In Internal Link Anchor Text on Page

46% 6 In External Link Anchor Text on Page

45% 7 In 1st Word - H1 Tag

45% 8 In 1st 50-100 words of HTML on Page

42% 9 In SubDomain Name

38% 10 Keyword Use in the Page Name URL

37% 11 In Page Folder URL

35% 12 in other Headline Tags (<h2> – <h6>)

33% 13 in Image Alt Text

33% 14 Number of Repetitions in the HTML Text on the Page

33% 15 Keyword Use in Image Names Included on the Page

Link building is the missing part of the SEO puzzleCreates “credibility” for your website

Anchor Text is Critical

SEO: Super Efficient Opportunities

Never has there been a time in business history where one marketing strategy been so efficient, so effective and so powerful. -A 39 Korean Man from Seattle

Thank you! And if you’re Thankful, please:

• Email me & say I’d love to link to your site: how? • Like me on Facebook.com/seattlewaseo• Follow me on Twitter: /seattleseofirm

References• How Twitter Changed my life, http://

www.slideshare.net/minxuan/how-twitter-changed-my-life-presentation• Top Earning Blogs, http://www.incomediary.com/top-earning-blogs/ • Why Twitter Will Endure, http://

www.nytimes.com/2010/01/03/weekinreview/03carr.html• 140 Twitter Tips, http://www.slideshare.net/KyleLacy/140-twitter-tips • Internet Statistics Compendium by Econsultancy,

http://econsultancy.com/us/reports/internet-statistics-compendium• Social Commerce Stats, http://www.bazaarvoice.com/resources/stats