Rosey BroderickIntro 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?

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

Approach to Web Marketing Strategy?

What are your business objectives?

How will the web help you achieve these businessobjectives? /What are your objectives from the web?

Step 1 – Set Clear objectives

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

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

Dublin top for ecommerce Followed by The West

Ireland - Ecommerce

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 rightmessage

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

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

Web strategy

Building your Web Strategy

Areas to be considered when developing a web strategy

The website itself

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

Offline activityActivities 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

Web Strategy

Business Objectives - Calls to action

Interaction with users

Tools to engage users

• calculators• currency convertors• Video demo• Webinars• podcasts

Data collection & feedback

Web Strategy

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

Web Strategy

Elephant campaignBelgium

http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded

• Freight forwarding – 1000 searches

Pay Per Click - Google Adwords

•Very targeted •Gives good understanding of your market•Test to establish ROI•Focus on what works

Health and safety training – 720 searches

Web Strategy

Search Engine Optimisation

Keyword researchBuilding ContentLink Building

Web Strategy

Online PR

Web Strategy

Social media

Web Strategy

Web Strategy

Social Media – Clear objectives

Ford Fiesta

100 socially vibrant social media fanatics18 months prior to release in USHad to share their experiences of the car over 6 monthsBlogs, Twitter, Facebook, Flickr and YouTube channels

• 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

7 secrets to Fords Social Media Marketing Success

• 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).

The Results

Twitter

http://thenextweb.com/socialmedia/2011/05/15/successful-twitter-campaigns/

The Volkswagen Twitter ZoomVolkswagen - 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 billionThe 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.

Web Strategy

Business Networking

Web Strategy

Online Advertising

Online Advertising

Online Advertising

Web Strategy

Email

Web Marketing Activities

Viral Marketing

Word of mouth marketingUse of existing social networks to spread a MessagePeople willingly pass on information to their contacts

Viral Marketing

Web Marketing Activities

SamsungLED-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 effortshttp://en.wikipedia.org/wiki/Affiliate_marketing

Affiliate Marketing

Web Marketing - Devising a web strategy

Web Analytics

•What works?

•What doesn’t?

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

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

Questions?

Thank you