The Web Untangled

CIM Digital Marketing Bootcamp 13 th May 2010 The Web Untangled

In 2009, There Were… Almost 14,000,000 articles on Wikipedia 1,845 new articles every day 100,000,000 videos on YouTube 65,000 new videos uploaded every day 200,000,000 blogs 73% of active online users have read a blog 45% have started their own blog 39% subscribe to an RSS feed 57% have joined a social network 55% have uploaded photos 83% have watched video clips In 2 years time 70% of online content will be user generated

Significance of the Internet “ Just another tool - like a fax machine” “ A fad which will pass when the next thing comes along” “ A fundamental force for world change” “ A subversive medium which threatens our society” “ The way in which business will be run”

“ Our world is about to see a change as significant as the introduction of the printing press. It will be an exciting time, a time of great opportunities for those who can see and seize them, but of great threat and fear for many.” Beyond Certainty - Charles Handy

How Good is Your Memory? In what years did the following first appear? 2004 Facebook 2000 50% of US adults had bought on-line 1994/5 Amazon & Yahoo! 2006 Twitter 2001 Wikipedia 1999 Egg 1999 Google

A Fascinating History “ During some sessions in the CERN cafeteria < in 1990 >, Tim <Berners-Lee> and I try to find a catching name for the system. I was determined that the name should not yet again be taken from Greek mythology. Tim proposes 'World-Wide Web'. I like this very much, except that it is difficult to pronounce in French.” - Robert Cailliau, A Short History of the Web , 2 November 1995 www.livinginternet.com - comprehensive history of the internet, the world wide web etc.

Influence on Purchasing Clear 40% of European shoppers have changed their minds about which brand to buy after researching online. The British are most likely to be influenced by their research (49%), followed by the Danes (48%) and the Dutch (44%). Those least likely to be swayed are the Italians (27%) and the Spanish (34%). Study by the European Interactive Advertising Association.

On-Line Marketing Tools Web sites / Pdf downloads / Podcasts Literature Viral marketing / Social media Word of mouth Displayed online Packaging E-commerce Merchandising Virtual exhibitions / QTVR Trade shows E-mail / Web response Direct mail Online sponsorship Sponsorship Online editorial / e-zines / Blogs / Newsletters PR Incentives / Rewards / On-line ‘loyalty’ schemes Sales promotion Virtual sales staff / Affiliate marketing Selling PPC sponsored keywords / Banner ads Advertising

Broadband Access at Home Source: BMRB Internet Monitor May 2008 Base: All who have used the Internet at home on a computer in the last month 92% >2Mb connection 70% 47%

Internet Profile Vs GB Profile Estimated Internet User Population: 30,874,914 Estimated Totals of GB Population aged 15+: 47,288,100 MALE FEMALE AB C1 C2 DE GENDER & SOCIO-ECONOMIC GROUP 15-17 18-24 25-34 35-44 45-54 55+ AGE Source: NOP World, Internet User Profile Study – June 2006

Online Advertising Market H1 2009 £1.75bn H1 2003 £230m Source: PricewaterhouseCoopers / Internet Advertising Bureau On line share of advertising: 18.7% (14.7% in 2007) Market -0.7% (all down except cinema and online) Online +21% (cinema +12%)

Definitions intranet extranet internet E-marketing / E-commerce / E-business

Why Does it Matter to Small Business? Available 24 hours, global reach Allows you to compete in a wider market Highly cost effective for reaching new prospects and supporting existing customers Builds awareness, projects good image On line selling Demand aggregation

The 5 S’s of Digital Marketing SELL SERVE SPEAK SAVE SIZZLE Sales directly or in support of off-line. B2B and B2C. Big opportunity for targeting, segmentation. BOOKS CDs BODY PARTS! Adding value or improving customer experience. Promote loyalty. LOGISTICS RECIPES TAILORED CONTENT Closer, two-way communication with customers and stakeholders Web sites, e-mail, blogs, chat rooms, online research etc. CUSTOMERS PROSPECTS INVESTORS EMPLOYEES Save time, money and effort. Discounts for online transactions. Reduced staffing costs. BANKING SHOPPING LITERATURE Build and strengthen brands. Employ strong imagery, innovation. Delight customers. SIMULATION CUSTOMIS N . PERSONALIS N . Source: Chaffey, D and Smith PR, eMarketing eXcellence

Impacts All Parts of the Process Examples of internet impact Awareness Knowledge Liking Preference Conviction Purchase Search engines E-mail and web sites Interactive web sites On-line PR Cybermediaries E-commerce

How Does it All Work? Internet navigation Search engines email web Google

What Matters on a Web Site? Size Image Special effects eg Flash Content Navigation Interaction Involvement

Brand Migration MIGRATE TRADITIONAL BRAND ON-LINE Orange EXTEND BRAND Boots / Well-being PARTNER Freeserve CREATE NEW BRAND egg

Site Evaluation Criteria (1) Clarity of corporate identity and consistency throughout site Does this match offline activity? Navigability Help available Value of information Degree of ‘stickiness’ Interactivity Visual impact Timeliness

Site Evaluation Criteria (2) On line sales Speed of graphics and plug ins Customer service General usefulness of information Legal issues covered Advertising and sponsorship Business process integration and automation

Online Forms Collect valuable data Can turn people off, use two levels of question Collect segmentation data e.g. demographics, lifestyle and preferences Provide a benefit in return for information Newsletter Free draw Discount Regular updates of service purchased Remember Data Protection Act

Choosing a URL (Web Address) Choose your domain name carefully Make it intuitive or memorable www.theaa.com Register a number of regions if appropriate www.monster.com www.monster.ie www.monster.it Can be a legal minefield

Determinants of Site ‘Stickiness’ High quality content - 75% Ease of use - 66% Speed of download - 58% Update frequency - 54% Cutting edge technology - 12% Purchasing Capabilities - 11% Customizable Content - 10% Chat and Bulletin Board Systems - 10% Other - 6% Your aim is to get visitors to your web site, stay on your site and return frequently. Forrester Research

Design Brief Describe your business: one paragraph Key objectives Selling Communication Results Describe ‘look and feel’

Design Brief Consider What makes a good user experience? Style/brand Interactive/static site Links to other sites How does the web site fit with your other methods of communication?

Audience First Consider: What information might each of these people be seeking? What prior knowledge are they likely to have? How interactive / up-to-date / entertaining should the site content be? What are the implications for navigation? “ I want to open an account with you” “ I want to know your latest interest rates” “ I’ve got cash problems - I need a loan or something” “ Would this bank be a good share to buy?” “ Where’s my nearest branch?”

Plan Audience ‘Journey’ Tel: 07923 540695 [email_address] © Keynote PR Ltd 2010 Action you want them to take Info. they will be seeking Target Audience

How Much Does it Cost? Depends on size and complexity Level of interaction Number of pages / images Content management system Integration with other systems eg databases, back office From free to £100k+

Getting Noticed - Increasing Traffic Requires Effort Put your web address on everything Attract attention Register with search engines Survey your competitors’ metatags (keywords) Get inbound links Regular updates News Competitions Integrate with e-newsletter

Search Engine Optimisation 90%+ of web users say they use search engines in locating a supplier Consider whether direct URL entry is likely to work for you Position in search engines is key: 1 5 10 100 30 10 RELATIVE TRAFFIC PROJECTIONS RANK

Dominance of Search Engines Source: Vertical Search Report (B2B) 2009 “ How often do you use the following for business related searches?”

Exercise – Who Are You? Consider: What do your customers get up in the morning and think about? What are they likely to search for online? Write down around ten words or phrases that you think your prospects will search for. “ We are involved in integrated solutions for the built environment” “ We are builders” “ We are high quality builders specialising in large, complex projects”   

Initial Search Term List Tel: 07923 540695 [email_address] © Keynote PR Ltd 2010 Variants Key words or phrases

Who Are You? “ Second user vehicles” “ Sealed Units” “ Sanitary solutions”

Who Are You? “ Second user vehicles” “ Cheap cars” “ Sealed Units” “ Double glazing” “ Sanitary solutions” “ Plumber Chelmsford” Remember plurals and mis-spellings

Use key phrases rather than keywords https://adwords.google.com/select/KeywordToolExternal Use Keyword Tools to optimise position

Making it work – key points Well planned Well presented Accurate and current Simple Informative Easy to navigate

E-mail Marketing Success Hurdles: getting it opened getting it read getting it acted upon Enticing subject line – tell, don’t sell Limited graphics size No attached files Provide link to web content Make it easy to read / maybe include TOC Make it personal and relevant

Campaign Examples (1) Client: BBC – Top Gear Newsletter Target Audience: This is a weekly newsletter to support the website which is constantly updated to provide on line motoring news. Campaign size: 35,000 Call to action: The aim of this weekly campaign was to drive visitors to the website and support the sales of the magazine. The client also made revenue from advertising.

Campaign Examples (2) Client: The TreeHouse public house Target Audience: People who want to be updated with any changes to the standard menu. Campaign size: 300 Call to action: This mail goes out every month to a small but targeted audience. All the contacts in the database have opted in to receive the mail.

Image Blocking Dave Chaffey 2007

Electronic Communications Good Practice Recommendations Try to use permission based marketing When collecting data, be up front and make clear what it is going to be used for Avoid using pre-ticked consent boxes Provide a simple, quick opt-out Promptly comply with opt-out requests Suppress details instead of deleting Have a complaints system in place to deal with any problems/queries Information Commissioner’s Office

Audience connected to the organisation Audience members connected to each other Audience has access to other information Audiences pull information Key Differences Online

Before Starting a Business Blog Who will be your blogger? - Blogs are about individuals. It is important to have a strong voice. Transparency and authenticity - Ghost writing a blog in the name of company CEO is not in the true spirit of blogging, and can backfire. Resources - Financially, setting up a blog is not costly. However, blogging for business takes time. Policy - Decide before you launch how you will deal with comments. Return on investment - Consider how you will evaluate the blog’s success.

Key Social Media User generated content sharing Social networking Microblogging Social bookmarking Wikis

Dell claims it made $6.5m in under six months from its usage of Twitter. - Marketing that doesn’t seem like marketing More straightforward information feeds. DellOutlet profile has almost 1.5 million followers, which Dell uses as a viral system; discount offers are posted daily .

A Two-Edged Sword Mars Skittles Live Twitter feed launched March 09 Within days, profanities posted – Twitter feed moved to less prominent area of site Link suggested between Skittles and cancer Cynicism at ‘social media trick’

YouTube Upload and share videos Wide variety of material, especially music videos, business ‘how to’ guides. Business advantage: upload a video and link the URL back to your website - essentially a virtual filing cabinet for your content.

Online Public Relations Leveraging the network effect of the Internet Objective: Maximising favourable mentions of an organisation, brand, products or web site on third party sites likely to be visited by the target audience.

Social Media Summary 1. Focus on what you want your social media marketing to achieve 2. Choose the right social media platform 3. Assess costs, resources and benefits 4. Social media could augment, not replace, your offline marketing 5. Marketing with a different voice 6. Measure, review, revise 7. Essential points to make social media work for you

Towards Some Golden Rules Listen before speaking Make sure what you do say will really interest the audience or be of value Remember the ‘rule of thirds’ Is it you or the company speaking? Seek to help others first Don’t expect instant results Be creative!

What Next? Consider your broad approach How best to use digital marketing in your business Clarity on the audience / stakeholders Remember there’s a full toolkit Use specialists where appropriate

How to Get Started Plan for your web site to reflect your brand Look at other web sites incl. your competitors What results do you want it to deliver? How will you measure these?

Find Out More For more useful advice for small businesses wanting to build on their marketing knowledge www.cim.co.uk/knowledgehub

2010 Conference booked for 8 th July Fourth ^

t: 07923 540695 e: terry@keynotepr.com www.keynotepr.com Thank You

The Web Untangled

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