online marketing: phase iii - execution
DESCRIPTION
Montana State University: Online Marketing Course on Executing StrategyTRANSCRIPT
Online MarketingSession III: Execution
Our Flight Plan
Our Flight Plan
1:00 - 1:15 Review
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Overview of Execution
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK2:40 - 3:00 Basic Overview of Search
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK2:40 - 3:00 Basic Overview of Search3:15 - 3:45 Social Media
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK2:40 - 3:00 Basic Overview of Search3:15 - 3:45 Social Media3:45 - 4:00 Review
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Overview of Execution1:45 - 2:30 Exercise: Share Strategy (homework)2:30 - 2:40 BREAK2:40 - 3:00 Basic Overview of Search3:15 - 3:45 Social Media3:45 - 4:00 Review
Homework - What Are
The Road AheadIn 4 Classes
The Road AheadIn 4 Classes
Research
The Road AheadIn 4 Classes
Research Strategy
The Road AheadIn 4 Classes
Research Strategy Execution
The Road AheadIn 4 Classes
Research Strategy Execution Measure
Strategy
Strategy
Strategy
Source: http://forrester.typepad.com/groundswell/
•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives
exercise
Strategy
What Type is Your Persona?
forrester.com/empowered/tool_consumer.html
Strategy
‘POST’
Strategy
People
‘POST’
Strategy
PeopleObjectives
‘POST’
Strategy
PeopleObjectivesStrategy
‘POST’
Strategy
PeopleObjectivesStrategyTechnology
‘POST’
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
POOR
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
POOR
BETTER
StrategyExampleClear, Measurable
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
“Reach people in real estate industry in California”
“Reach decision makers in real estate in greater LA”
“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
POOR
BETTER
BEST
StrategyExampleClear, Measurable
StrategyExampleClear, Measurable
OBJECTIVES:“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
MEASURABLE:• Increase web traffic from this geography by 30%• Develop a blog around ways to increase profitability• Grow opt-ins for monthly newsletter to 200• Create videos on “Pain Points” and post to YouTube
StrategyExample Experience
StrategyExample Experience
STRATEGY
StrategyExample Experience
STRATEGYSelling: Web design services
StrategyExample Experience
STRATEGYSelling: Web design services
User Experience
StrategyExample Experience
STRATEGYSelling: Web design services
User Experience‘Our site provides tips and multi-media content that shows how decision makers in high-end rentals can be more profitable using the web to keep occupancy high and attract long-term tenants’
Strategy
‘POST’
Strategy
People (Persona)
‘POST’
Strategy
People (Persona)Objectives (Goals)
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)Technology - Today
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)Technology - Today
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)Technology - Today
‘POST’
Strategy
People (Persona)Objectives (Goals)Strategy (Experience)Technology - Today
‘POST’
Execution
Execution
What a Website Can Do
Execution
What a Website Can Do
Educate
Execution
What a Website Can Do
Educate
Engage
Execution
What a Website Can Do
Educate
Engage
Impress
Execution
What a Website Can Do
Educate
Engage
Impress
Qualify a Customer
Execution
What a Website Can Do
Educate
Engage
Impress
Qualify a Customer
Customer Service
Execution
What a Website Canʼt Do
Execution
What a Website Canʼt Do
Instant Results
Execution
What a Website Canʼt Do
Instant Results
Make Big Sales
Execution
What a Website Canʼt Do
Instant Results
Make Big Sales
Cover Up Poor Product
Execution
What a Website Canʼt Do
Instant Results
Make Big Sales
Cover Up Poor Product
Update Itself
Execution
Can I Trust You?10 Factors from Stanford Research Study
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
Execution
Can I Trust You?
3 years+
10 Factors from Stanford Research Study
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
Execution
Can I Trust You?
3 years+
5,500 users
10 Factors from Stanford Research Study
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
Execution
Can I Trust You?
3 years+
5,500 users
10 Factors from Stanford Research Study
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
Lab, Surveys, Online experiments, Content Analysis
Execution
Can I Trust You?
3 years+
5,500 users
10 Factors from Stanford Research Study
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
Lab, Surveys, Online experiments, Content Analysis
In short: Use Common Sense
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#1Design your site so it looks professional
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#2Easily verify accuracy of info on your site
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#3Show that you’re real
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#4Show how you’re an expert
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#5Put a human face and tone to the organization
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#6Make it easy to contact you
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#7Make it easy to use and useful
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#8Update your site’s content often
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#9Easy on the promotional content
Execution
Source: http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
#10Watch teh tipos and dead links
Execution
ExecutionHow People Read Online
ExecutionHow People Read Online
ExecutionKey InsightMore Words = Less Engagement
Execution
20%Percentage of words read during an average site visit
ExecutionFlashbackYahoo around 2000
ExecutionFlashbackGoogle around 2000
ExecutionToday
ExecutionPrinciplesGreat Websites Have the Following:
Execution
1. Simple navigation
PrinciplesGreat Websites Have the Following:
Execution
1. Simple navigation2. Keyword Headings
PrinciplesGreat Websites Have the Following:
Execution
1. Simple navigation2. Keyword Headings3. Concise Text
PrinciplesGreat Websites Have the Following:
Execution
1. Simple navigation2. Keyword Headings3. Concise Text4. Great Images
PrinciplesGreat Websites Have the Following:
Execution
1. Simple navigation2. Keyword Headings3. Concise Text4. Great Images5. Breadcrumbs
PrinciplesGreat Websites Have the Following:
Execution
1. Simple navigation2. Keyword Headings3. Concise Text4. Great Images5. Breadcrumbs
TIP: Observe somebody on your site and have them talk through their thoughts
PrinciplesGreat Websites Have the Following:
exerciseShare Your Strategy with Group
Execution
Search
Execution
Execution
Remember ThisIt’s All About: Keywords
ExecutionKeywordsHow We Find Everything Online
ExecutionKeywordsHow We Find Everything Online
1. Use Your Persona To Guide You
ExecutionKeywordsHow We Find Everything Online
1. Use Your Persona To Guide You2. Brainstorm keyword phrases around pain points
ExecutionKeywordsHow We Find Everything Online
1. Use Your Persona To Guide You2. Brainstorm keyword phrases around pain points3. Use Google’s AdWords Tool for ideas
ExecutionKeywordsHow We Find Everything Online
1. Use Your Persona To Guide You2. Brainstorm keyword phrases around pain points3. Use Google’s AdWords Tool for ideas4. Identify keywords to weave into all your content
PrinciplesOverview of a Search Results Page
Execution
PrinciplesOverview of a Search Results Page
Keyword Phrase
Execution
PrinciplesOverview of a Search Results Page
Keyword Phrase
Local Results
Execution
PrinciplesOverview of a Search Results Page
Keyword Phrase
Local Results
PageTitle
Execution
PrinciplesOverview of a Search Results Page
Keyword Phrase
Local Results
PageTitle
PageDescription
Execution
PrinciplesPaid Search
Execution
exerciseLet’s Brainstorm...
Execution
Technology
Execution
Strategy
‘POST’
Strategy
People
‘POST’
Strategy
PeopleObjectives
‘POST’
Strategy
PeopleObjectivesStrategy
‘POST’
Strategy
PeopleObjectivesStrategyTechnology
‘POST’
StrategyReviewClear, Measurable
StrategyReviewClear, Measurable
OBJECTIVES:“Provide free educational content to CEO’s and Marketing Officers on ways to increase their profitability using the web in high-end rental real estate in greater LA”
MEASURABLE:• Increase web traffic from this geography by 30%• Develop a blog around ways to increase profitability• Grow opt-ins for monthly newsletter to 200• Create videos on “Pain Points” and post to YouTube
StrategyReview Experience
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
StrategyReview Experience
User Experience
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
StrategyReview Experience
User Experience‘Our site provides tips and multi-media content that shows how decision makers in high-end rentals can be more profitable using the web to keep occupancy high and attract long-term tenants’
Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality
Who Are These People?
Source: http://forrester.typepad.com/groundswell/
Who Are These People?
Source: http://forrester.typepad.com/groundswell/
•Creators•Conversationalists•Critics•Collectors•Joiners•Spectators•Inactives
Execution
pop quizWhat Should I Do?
Social Media
Execution
Social Media Execution
Source: http://thinksocialmedia.com/tag/social-media/
FacebookOne Site to Rule Them All
FacebookOne Site to Rule Them All
FacebookOne Site to Rule Them All
FacebookOne Site to Rule Them All
China -1.3BIndia - 1.1BFacebook - .5B
TwitterReal Time Search
Americans who maintain a profile
YouTubeBe Creative. Reach Millions
Execution
example
Example Execution
Execution
Example Execution
Execution
MEASURABLE:• Increase web traffic from this geography by 30%• Develop a blog around ways to increase profitability• Grow opt-ins for monthly newsletter to 200• Create videos on “Pain Points” and post to YouTube
(Great Content)
(Great Content)
(Great Content)
(Great Content)
(Great Content)
email search
(Great Content)
email search
(Great Content)
email search adwords
(Great Content)
email search adwords
(Great Content)
email search adwords
video
(Great Content)
email search adwords
video
(Great Content)
email search adwords
video updates
(Great Content)
email search adwords
video updates
(Great Content)
email search adwords
video updates podcast
PrinciplesReview
Execution
PrinciplesReview
1. Audit your website against Stanford study
Execution
PrinciplesReview
1. Audit your website against Stanford study2. Consider Design: Images and Text
Execution
PrinciplesReview
1. Audit your website against Stanford study2. Consider Design: Images and Text3. Search: All About the Keywords4. Pick the technology based on your persona
Execution
PrinciplesReview
1. Audit your website against Stanford study2. Consider Design: Images and Text3. Search: All About the Keywords4. Pick the technology based on your persona5. Does this support your goals?
Execution