WEB STRATEGY IN isabellechrun.com s notepad

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1 WEB STRATEGY IN 2010 isabellechrun.com s notepad

2 Agenda Ubiquity of the Web Developing a social media strategy Measuring the ROI Case studies References

3 Everybody is on the Web Worldwide social network ad spending will reach $2.5 billion 223 million people worldwide will use mobile social networking More than 350 million people use Facebook 62.5% of Internet users worldwide have created a social network profile 44.2% of Internet users visited social networks on a monthly basis

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13 Several tactics marketing (Newsletters) keyword research (Search engine optimization) social networks (Social media marketing)

14 newsletters = reach the customers match newsletter frequency to content availability send at a logical time of day identifiable sender and headline subject lines start the newsletter with content (not a lengthy definition of the newsletter, excessive logos, or large images) include call-to-action

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16 SEO = traffic impact of appearing #1 SERP natural VS paid think about the Google bots + your (human) customers META tags, sitemap, interlinking, linkbuilding, etc.

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18 more info about SEO

19 Social media isn t a conversation. It s where the conversation takes place

20 Why you need a plan? lower the risks focus on your customers needs allow resources determine the key performance indicators (KPI) web project = highly multidisciplinary task

21 Social Media Strategy What s your pitch? elevator pitch no more --> What do you do in <140 characters What s your one thing? Volvo = safety, Apple = innovation, Disney = magic

22 Social Media Strategy What s the point? awareness, sales or loyalty? What s your relationship with your audience? How does your audience use social media?

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24 Social Media Strategy 1. Engage fans 2. Calls to action 3. Give fans a voice 4. Filter, but don t censor 5. Spread the word

25 You can t measure anything if you don t have clear objectives

26 What goals to aim for? Awareness: web traffic, referrals, search volume trends, followers, fans, friends, social mentions, share of voice Sales: time spent on site, bounce rate, repeat visits, content acceptance rate, share of voice, funnel completion Loyalty: recommendation and review, social connectivity among purchaser, customer service metrics, promoter score

27 Free measure tools Google analytics Google trends Google alerts Google insights TweetBeep SocialMention*

28 Why a strong social media strategy is critical to success Multiple ways to measure the performance of social media require a coherent plan Customers expect businesses to use social media intelligently Social media is most effective when aligned with other branding strategies

29 If you don t develop a social media strategy, your competitors will

30 Industries adapt TV: Glee fashion: Nike (RED) laces retail: Best Buy events: Australian Open Small business: The Marsh Cafe B2B: Forrester Research

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35 foursquare is a cross between a friend-finder, a social city-guide and a game that rewards you for doing interesting things. We aim to build things to not only help you keep up with the places your friends go, but that encourage you to discover new places and challenge you to explore your neighborhood in new ways

36 B2B About Us page photos + bio of staff, Linkedin profiles, Informative blog about your industry write about what your next business partner is searching for

37 Forrester s Page informs fans about upcoming seminars and other events, in addition to aggregating feeds from their analysts blogs.

38 Going social is not a trend anymore -- it is a reality

39 Bon succès au Happening Marketing 2010

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41 References emarketer mashable.com Forrester Research sm2b2 convince and convert ReadWriteWeb seomoz.org Harvard Business Business Source Complete Advertising Age alltop.com etc.