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1 stRegional WIEF WebReach
Internet Marketing Workshop
              Nairobi, Kenya
       4th to 8th September 2012
OVERVIEW
Overview
• Day 1
  – Introduction to Internet Presence
  – Understanding Internet Usage
  – Search Engine Optimization (SEO)
  – Web Development
     •   Domain Name
     •   Registration of Websites
     •   Website Content & Structure
     •   Product Photography
     •   Image Editing
Overview
• Day 2 - Web Content Management System (CMS)
  – Basic setting:
     • Web layout
     • Design template setting
     • Banner setting
  – Content setting:
     •   Page creation/edition
     •   Sitemap / Content structure
     •   Image gallery
     •   Product catalog
     •   Forms
  – Embedding objects
  – SEO tips and tricks
     •   Keywords
     •   Meta tags
     •   H1 tags
     •   Title page
Overview
• Day 3 – Internet Marketing
  – URL submission
  – Generic Online Classifieds
  – Industry-specific Portals
  – Viral Marketing
     • Document (powerpoint / pdf / word doc)
     • Video
  – Photo marketing
  – Google Map
  – QR Code
Overview
• Day 4 – Social / Conversational Media
  Marketing
  – Location Based Service: Foursquare
  – Micro-blogging: Twitter
  – Photo Sharing/Virtual Pin-board: Pinterest
  – Social Networking: Facebook
  – Facebook Marketing
     • Setting up of FanPage
Overview
• Day 5 – Social / Conversational Media
  Marketing
  – Experience Sharing
  – FB Content Strategy
  – Mock Campaign
  – Internet as Business and Productivity Tool
  – Review of Marketing Strategy
THE BUILDING BLOCKS
Introduction
              • Website
              • Blog-site
 Internet     • Social Networks / Media
              • Photo Sharing
 Presence     • Micro Blogging
              • Portals / Marketplaces / Classifieds / E-
                directories



 Internet     • Shopping cart
              • Auction sites
              • G2B, B2B portals
 Business     • In-direct payment (COD, Bank-In, etc)




   Online     • Payment gateway
              • Mobile-pay

Transaction   • PayPal
Understanding Internet Usage
Understanding Internet Usage
Understanding Internet Usage
Understanding Internet Usage
Understanding Internet Usage
Understanding Internet Usage
                        Internet User Statistics
Country    Population    Internet   Internet   Penetration Facebook       FB
                           Users      Users    Population    Users    Penetration
                          (2000)     (2011)                            of Online
                                                                         Users

 Kenya       41mil       200,000    10.5mil      25.5%      1.6mil       15%


Uganda      34.6mil      40,000     4.2mil       12.1%      470k         11%


Tanzania    42.7mil      115,000    4.9mil       11.5%      560k         11%


                                        Source:
                                        www.internetworldstats.com
                                        www.socialbakers.com
Search Engine Optimization (SEO)
• Search Engine Optimization (SEO) is the process
  or technique of improving a website’s ranking in
  the Search Engine Results Page (SERP) and
  visibility via natural or organic search (unpaid)
Web reachworkshop v0.4
Web reachworkshop v0.4
Search Engine Optimization (SEO)
• Basic strategy for SEO:
  – Domain name (URL)
  – Title page
  – Content (heading, frequency and placement of
    keywords)
  – 3rd party links to website
  – Number of clicks (clickthrough) in Search Results
    page
• Google External Keyword Tool
  – https://adwords.google.com/select/KeywordToolExte
    rnal
Google Love
• If you haven't heard, google is awesome - with
  everything from search to mail to maps. Its
  literally the best way to get things done and
  something that you will see a lot in this
  workshop.
• So sign up for a google account if you haven't
  already.
• Go to google.com/accounts
SEO Activity 1
• Go to Google External Keyword Tool
   – https://adwords.google.com/select/KeywordToolExternal
   – Under the Advanced Options and Filters
       • Specify locations as your home country (i.e. Kenya, Uganda or Tanzania)
       • Specify Languages as All Languages
   – In Word or Phrase, type in your keyword
   – Start with one word, then perform combinations of keywords and repeat in
     multiple language
   – Jot down 10 to 15 important keywords based on number of global and
     local monthly searches
Why are keywords important?
• 72.7% of traffic / visitors to a website is via
  search engine; hence via keyword
• Keywords can be used in formulating strategies
  for
  – Domain name selection
  – Title page
  – Website content
  – Postings on 3rd party sites
  – All sorts of internet marketing techniques
WEB DEVELOPMENT
Domain Name
• Unique identifier on the Internet
• Indexed by search engine and one of the main
  criteria in getting good SERP ranking
• Common strategy for domain name selection:
  – Branding
     • www.oracle.com or www.nanis.com.my
  – Keyword
     • www.herbalspa.com or www.trainingfacility.com.my
  – Hybrid
     • www.anjefoodpaste.com or www.embuncards.com
Domain Name
• Parameters to consider in deciding your domain
  name:
  – Domain type (.com or .co.ke / .co.tz / .co.ug)
     • International vs. local domain
     • Depending on target market / target viewer for your website
  – Not too long
     • www.travelkenya.com vs www.estatouragencykenya.co.ke
  – Easy to read / spot / remember
     • Something catchy or straight to the point
  – Avoid using ‘useless’ terms
     • ‘2u’ or ‘foryou’ or ‘thebest’
  – Do not be too obsessed with company name (different
    from brand)
     • www.mzsb.co.ke or www.pineview.com
Domain Name
• For purpose of WebReach workshop, we are
  using GoogleSiteBuilder tool
• As such, your domain name will look like:
  – freshfruits.kbo.co.ke
  – freshfruits.getafricaonline.com
• Activity 2:
  – List out several of your desired domain name
  – Call me to your desk for review / discussion
Website Content & Structure
• Content strategy:
  – Understanding your target market / target viewer
  – Objective of website
     • Corporate profiling
     • Marketing channel
     • Sales channel
  – Utilization and placement of keywords
• Activity 3: Come up with your website content
  structure
Website Content & Structure
• Sample of Content Structure (manufacturer):
   – Homepage
   – About Us
      • Background
      • Certifications
      • Awards
   – Product
      • Category 1
          – Sub-category A
          – Sub-category B
      • Category 2
          – Sub-category C
          – Sub-category D
   – Distributors
      • List of distributors
      • Distributors wanted
   – Testimonials
   – Gallery
   – Contact Us
Product Photography
• Things to consider
  – Product type
     • Wood, Metal, Glass, Fruits, Dried goods, Fresh goods, etc
  – Image composition
  – Choose the best looking product
     • Make sure labels and packaging in good form
  – Clean and Simple background that is not interfering with
    product
  – Proper equipment
  – Lighting technique




      Direct Lighting     Bounced Lighting      Diffused Lighting
Product Photography

• Things to remember:
  – Lighting
  – Background
  – Multi-situation
  – Multi-angle
  – Photo dimension
• Activity 4: Use of Lightbox
Product Photography

• Image Editing for web usage
  – File type
  – File size
  – Image dimension
  – Image manipulation

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Web reachworkshop v0.4

  • 1. 1 stRegional WIEF WebReach Internet Marketing Workshop Nairobi, Kenya 4th to 8th September 2012
  • 3. Overview • Day 1 – Introduction to Internet Presence – Understanding Internet Usage – Search Engine Optimization (SEO) – Web Development • Domain Name • Registration of Websites • Website Content & Structure • Product Photography • Image Editing
  • 4. Overview • Day 2 - Web Content Management System (CMS) – Basic setting: • Web layout • Design template setting • Banner setting – Content setting: • Page creation/edition • Sitemap / Content structure • Image gallery • Product catalog • Forms – Embedding objects – SEO tips and tricks • Keywords • Meta tags • H1 tags • Title page
  • 5. Overview • Day 3 – Internet Marketing – URL submission – Generic Online Classifieds – Industry-specific Portals – Viral Marketing • Document (powerpoint / pdf / word doc) • Video – Photo marketing – Google Map – QR Code
  • 6. Overview • Day 4 – Social / Conversational Media Marketing – Location Based Service: Foursquare – Micro-blogging: Twitter – Photo Sharing/Virtual Pin-board: Pinterest – Social Networking: Facebook – Facebook Marketing • Setting up of FanPage
  • 7. Overview • Day 5 – Social / Conversational Media Marketing – Experience Sharing – FB Content Strategy – Mock Campaign – Internet as Business and Productivity Tool – Review of Marketing Strategy
  • 9. Introduction • Website • Blog-site Internet • Social Networks / Media • Photo Sharing Presence • Micro Blogging • Portals / Marketplaces / Classifieds / E- directories Internet • Shopping cart • Auction sites • G2B, B2B portals Business • In-direct payment (COD, Bank-In, etc) Online • Payment gateway • Mobile-pay Transaction • PayPal
  • 15. Understanding Internet Usage Internet User Statistics Country Population Internet Internet Penetration Facebook FB Users Users Population Users Penetration (2000) (2011) of Online Users Kenya 41mil 200,000 10.5mil 25.5% 1.6mil 15% Uganda 34.6mil 40,000 4.2mil 12.1% 470k 11% Tanzania 42.7mil 115,000 4.9mil 11.5% 560k 11% Source: www.internetworldstats.com www.socialbakers.com
  • 16. Search Engine Optimization (SEO) • Search Engine Optimization (SEO) is the process or technique of improving a website’s ranking in the Search Engine Results Page (SERP) and visibility via natural or organic search (unpaid)
  • 19. Search Engine Optimization (SEO) • Basic strategy for SEO: – Domain name (URL) – Title page – Content (heading, frequency and placement of keywords) – 3rd party links to website – Number of clicks (clickthrough) in Search Results page • Google External Keyword Tool – https://adwords.google.com/select/KeywordToolExte rnal
  • 20. Google Love • If you haven't heard, google is awesome - with everything from search to mail to maps. Its literally the best way to get things done and something that you will see a lot in this workshop. • So sign up for a google account if you haven't already. • Go to google.com/accounts
  • 21. SEO Activity 1 • Go to Google External Keyword Tool – https://adwords.google.com/select/KeywordToolExternal – Under the Advanced Options and Filters • Specify locations as your home country (i.e. Kenya, Uganda or Tanzania) • Specify Languages as All Languages – In Word or Phrase, type in your keyword – Start with one word, then perform combinations of keywords and repeat in multiple language – Jot down 10 to 15 important keywords based on number of global and local monthly searches
  • 22. Why are keywords important? • 72.7% of traffic / visitors to a website is via search engine; hence via keyword • Keywords can be used in formulating strategies for – Domain name selection – Title page – Website content – Postings on 3rd party sites – All sorts of internet marketing techniques
  • 24. Domain Name • Unique identifier on the Internet • Indexed by search engine and one of the main criteria in getting good SERP ranking • Common strategy for domain name selection: – Branding • www.oracle.com or www.nanis.com.my – Keyword • www.herbalspa.com or www.trainingfacility.com.my – Hybrid • www.anjefoodpaste.com or www.embuncards.com
  • 25. Domain Name • Parameters to consider in deciding your domain name: – Domain type (.com or .co.ke / .co.tz / .co.ug) • International vs. local domain • Depending on target market / target viewer for your website – Not too long • www.travelkenya.com vs www.estatouragencykenya.co.ke – Easy to read / spot / remember • Something catchy or straight to the point – Avoid using ‘useless’ terms • ‘2u’ or ‘foryou’ or ‘thebest’ – Do not be too obsessed with company name (different from brand) • www.mzsb.co.ke or www.pineview.com
  • 26. Domain Name • For purpose of WebReach workshop, we are using GoogleSiteBuilder tool • As such, your domain name will look like: – freshfruits.kbo.co.ke – freshfruits.getafricaonline.com • Activity 2: – List out several of your desired domain name – Call me to your desk for review / discussion
  • 27. Website Content & Structure • Content strategy: – Understanding your target market / target viewer – Objective of website • Corporate profiling • Marketing channel • Sales channel – Utilization and placement of keywords • Activity 3: Come up with your website content structure
  • 28. Website Content & Structure • Sample of Content Structure (manufacturer): – Homepage – About Us • Background • Certifications • Awards – Product • Category 1 – Sub-category A – Sub-category B • Category 2 – Sub-category C – Sub-category D – Distributors • List of distributors • Distributors wanted – Testimonials – Gallery – Contact Us
  • 29. Product Photography • Things to consider – Product type • Wood, Metal, Glass, Fruits, Dried goods, Fresh goods, etc – Image composition – Choose the best looking product • Make sure labels and packaging in good form – Clean and Simple background that is not interfering with product – Proper equipment – Lighting technique Direct Lighting Bounced Lighting Diffused Lighting
  • 30. Product Photography • Things to remember: – Lighting – Background – Multi-situation – Multi-angle – Photo dimension • Activity 4: Use of Lightbox
  • 31. Product Photography • Image Editing for web usage – File type – File size – Image dimension – Image manipulation