Leveraging Technology

Transcription

1 Leveraging Technology Gabrielle K. Gabrielli, Ph.D. Entrepreneurship Bootcamp for Veterans with Disabilities 13 June 2011

2 Today s Learning Objectives 1. Describe how to leverage technology to improve business and efficiency. 2. Discuss technology trends including with marketing. Cloud computing Mobile ads 3. Harness the power of social networking. Facebook LinkedIn YouTube

3 How Technology Can Improve Business Efficiency Enterprise Resource Planning Synchronized calendars Synchronized documents for version control issues Forecasting sales and budgets Communication What else?

4 Web 2.0 Technology Increases: Collaboration Creativity Secure information sharing Community Capability Reciprocal communication

5 Examples of 2.0 Social networking Video sharing Wikis Blogs Folksonomy

6 Consumer Trends Technology-focused Web 2.0 Social networking Search-engine driven Information-driven, changing frequently Green Throwback People want a voice, not a hard sell. Consumers are tired of technology barriers.

7 Recent Developments: Facebook Surpasses Google * Source: ComScore, Dec. 2010

8 In the News... Google revised its algorithm in March. Sites perceived as content farms were most affected including Yahoo s Associated Content and sites with WordPress blog plug-ins

9 Also in the News... In March, the number of users of Facebook exceeded half the world population over age 12!

10 7 Online Marketing Trends Social media marketing goes mainstream. 2. Mobile hits its stride. 3. Content marketing expands in new venues. 4. Marketing goes real-time, not just watching issues for PR and potential fires. * Source: ClickZ, Jan. 2011

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12 Top 10 Visited Websites * Source: Experian Hitwise, June 2011

13 Top 10 Social Networking Sites * Source: Experian Hitwise, June 2011

14 * Source: The Nielsen Company, Jan. 2011

15 ROI of Mobile Ads 82% noticed the ad 42% clicked on the ad 27% contacted the business 35% went to a related website 49% made a purchase

16 Beyond Mobile * Source: emarketer, Dec. 2010

17 7 Online Marketing Trends Online retail continues to take market share from other channels. 6. Integrated marketing comes of age. 7. Metrics move into the spotlight for social media. * Source: ClickZ, Jan. 2011

18 Cloud Computing

19 How Will People Find Your Business?

20 Google 50-70% of web traffic goes to top 3 results Top spot gets 20-30% Next two spots get 5-10% Paid clicks usually cost $7-8 per click Free results are perceived more credible than paid

21 SEO Search Engine Optimization

22 Recent Developments Google released research April 2011 that shows 50% of those exposed to mobile ads took action!

23 Pagerank Numeric value that represents how important a page is on the web Cross-linking is important Google's Score = (Kw Usage Score * 0.3) + (Domain * 0.25) + (PR Score * 0.25) + (Inbound Link Score * 0.25) + (User Data * 0.1) + (Content Quality Score * 0.1) + (Manual Boosts) - (Automated & Manual Penalties)

24 Blogs Cross Promote Keep them current YouTube Get votes on videos LinkedIn Twitter Facebook Don t update status too much

25 Value of Facebook Fans Vitrue calculated value at $3.60 Based on impressions from news feed 1 million fans equals at least $3.6 million in equivalent media over a year Range impressions Engagement increases value AdWeek, 14 April 2010

26 Value of Facebook Communities Starbucks - $20.7 million, 7 million likes Coke - $4.6 million, 5.5 million likes Vitrue s Social Page Evaluator- calculates potential worth based on their best practices

27 Marketing Your Website Check out your competition View source Ensure metadata (keywords, description, title, ALT tags, etc.) are effective Take advantage of free marketing options Consider industry publications and other paid marketing options

28 Website Rules of Thumb If your website is more than 3 years old, consider a redesign. If you still have a splash page, remove it. Don t have more than 2 moving items on a web page at any given time. Try to reduce volume of text to prevent scrolling on homepage. Cross-promote, cross-link, reinforce brand, market yourself with innovation!

29 Metadata Page Title Description Keywords ALT Tags

30 Metadata Description Character Limit- Typically (recommended 160) When limit is exceeded, some search engines may bump you

31 Metadata Description Examples Gary Bartlett is your realtor for the best in Summerbrooke real estate, Golden Eagle real estate, Ox Bottom Manor real estate, Highgrove real estate, Tallahassee real estate, Wakulla County real estate, Crawfordville real estate, Leon County real estate, Savannah Crossing student housing, Summerchase student housing (318)

32 Metadata Description Examples Gem Collection is Tallahassee, Florida's fine jewelry store offering custom designed fine jewelry collection of rings, earring, necklaces, bracelets, colored stones and fine diamonds. The one stop shop for diamonds and designer jewelry. (237) Tax preparation and accounting services

33 Metadata Description Examples Neil Ryder Realty is a small real estate boutique specializing in Florida coastal and North Carolina mountain real estate investing, development and consulting. meta name= description" content=""

34 Metadata Title Character Limits- Google 160, Yahoo 165, MSN 200 (recommended 150) When limit is exceeded, some search engines may bump you Default page name in some software is Home - be sure to change it Unique title is needed for each page

35 Metadata Title Examples For Summerbrooke real estate, Golden Eagle real estate, and Ox Bottom Manor real estate, go to the expert: Gary Bartlett Madison Square Storage New Port Richey FL TheCadreGroup.com Home (* this was for cherylshinecpa.com) Neil Ryder Realty Tallahassee Jewelry, Fine Jewelry Store, Diamonds Florida, Fine Diamonds Gem Collection

36 Metadata Keywords Character Limits- No real limits on most search engines but figure first 20 words as most important No real consequence when limit is exceeded Doesn t carry as much weight as it once did with SEO, but still important

37 Keywords Don t use capitalization. Don t use plurals. Put most important search terms at the top of the list. For local organizations, regionalize search terms. Add unique descriptors.

38 Metadata Keywords Example Taxes, tax preparation, tax planning, accounting, auditing, audit, CPA, finances, IRS florida land for sale, north carolina land for sale, real estate sale, florida realtor, florida realty, north carolina realtor, north carolina realty, realtor, realty, agent, broker, sales, marketing, consulting, land for sale, land for development north carolina, home, house, first time home buyer, tax credit, talalhassee homes, tallahassee real estate, starter home, Panama City, realtor, realty, real estate, vendor, broker, seller, for sale

39 Metadata Keywords Example Summerbrooke real estate, Golden Eagle real estate, Ox Bottom Manor real estate, Highgrove real estate, Tallahassee real estate, Wakulla County real estate, Crawfordville real estate, Leon County real estate, Savannah Crossing student housing, Summerchase student housing tallahassee jewelry, fine jewelry store, diamonds florida, fine diamonds DO NOT use words like retail, sale, etc.

40 Metadata Keywords Example hotel near the crown center plaza, kansas city hotels, missouri hotels, meeting hotel in kansas city, wedding hotel in kansas city, hotel near hallmark crown center, shopping hotel kansas city" Which hotel do you think this is?

41 ALT Tags Help drive traffic to website and ensure Section 508 accessibility Character limit is recommended 80 alt="neil Ryder Realty

42 Change in Facebook Users * Source: istrategylabs.com, Jan. 2011

43 Distribution in U.S. on Facebook Source: checkfacebook.com retrieved 13 June 2011

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45 Content of Tweets Pear Analytics, 2010

46 Twitter Followers RJMetrics, 2010

47 The Value of Organic 80% use search engines to find products and services they want to buy. 85% of searchers ignore paid listings. 63% of top organic listings get clickthrus. Organic search results convert 30% higher than PPC. Pay-per-click (PPC) costs up 37% from last year to this year Q1.

48 Increase Likes on Facebook First, fully prepare your page for visitors Photo, custom username, great content Add like box widget to your website (or better yet, add a simple logo and link) Add logo and link on campaigns Select relevant friends to invite to your page

49 Increase Likes on Facebook Add photos Tag added photos Add compelling or humorous video Consider adding app tabs like live streaming video to your fan page Design a contest Tag fans and events

50 Facebook Campaigns You can target all aspects of marketinggeographic, demographic, psychographic

51 1. Website SEO Metadata Stats Your Call to Action 2. Social Networking Facebook YouTube LinkedIn 3. Web 2.0

52 Market Trends

53 What is Next? Web 3.0 The next iteration of the Internet More like a personal assistant Vastly expanded search functions Learned capabilities

54 Rear Admiral Marty Evans Advice from SGMP Norfolk, VA, June Resolve to be the best you can be. Never settle for 2 nd best. 2. Find a mentor. 3. Be a mentor. 4. Seek continuous improvement. Forget we ve always done it that way. 5. Remember you get back what you reflect. Use humor. 6. Be open to opportunities. They may pop up in the most unexpected ways. 7. Have a vision. Know where you are going and have passion. Prioritize everything in your life that matters.

55 Follow Up Visit the site tomorrow for the PPT and resources.