Energizing your online presence

Information about Energizing your online presence

Published on August 27, 2007

Author: Amateur

Source: authorstream.com

Content

Energizing your online presence:capturing the power of the Web:  Energizing your online presence: capturing the power of the Web Professional Development Series July 29, 2003 A Futurist’s View about Technology and Society:  A Futurist’s View about Technology and Society 'We overestimate change in the short-term [resulting from new technology impact], but underestimate change in the long-term' And this means…?:  And this means…? 'The Internet has already demonstrated a tremendous impact on the whole world. But rest assured, we ain’t seen nothing yet.' --Net Results.2 Best Practices for Web Marketing (Bruner, Harden, Heyman) “But my Web site doesn’t do anything”:  'But my Web site doesn’t do anything' Where you can measure value Brand-building Lead generation Online sales (e-commerce Customer support Market research Content publishing (selling your content to others) www.efoment.com/mcnamaraflorist/home.htm 'Real site' 'Piggy-back' or extension site Online Brand-building?“Phhffttt”:  Online Brand-building? 'Phhffttt' Brand building online can be seen in… Site traffic patterns Number of visits Higher site interaction Trackable lead generation (and lower costs for leads) 'Unexplained' growth of market share Lead generation:  Lead generation Direct marketing Web site can introduce highly vertical products and services to target vertical market Market can be geographically disbursed Content must be highly targeted and relevant Content must be compelling and non-intrusive Must have easy and efficient means for prospect to respond Online Sales:  Online Sales Brick and Mortar can go online to supplement, increase and diversify traditional sales Consumer behavior different online (5%) E-bivalent Newbies (17%) Time-Sensitive Materialists (23%) Clicks andamp; Mortar (16%) Hooked, Online andamp; Single (20%) Hunter-Gatherers (19%) Brand Loyalists Source: Harris Online Customer Service:  Customer Service CRM (customer relationship management) 'The issue is not whether CRM is important for business, but how best to apply it.' --CRM at the speed of light Paul Greenberg Customer Service:  Customer Service CRM (customer relationship management) It’s a business strategy that puts the customer at the heart of your company. Imagine what your company would look like if your customer could redesign it to suit himself. That is the company you need to be. Customer Service:  Customer Service CRM (customer relationship management) 'Whomever figures this out will be rich beyond avarice.' --Sir Martin Sorrell, WPP Group ($4 billion annually) Market Research:  Market Research Carefully defined and executed research available through the Web EBSCO ONLINE Of course, if you just want to generate awareness…:  Of course, if you just want to generate awareness… Online Horror(or: “How to bruise your brandand drive away customers”):  Online Horror (or: 'How to bruise your brand and drive away customers') www.websitesthatsuck.com 'Mystery meat' navigation 'So godawful that it ruptured the very fabric of space and time with the sheer overpowering force of its mediocrity.' Online Horror(or: “How to bruise your brandand drive away customers”):  Online Horror (or: 'How to bruise your brand and drive away customers') www.cluetrain.com vs. www.gluetrain.com (PARODY SITES) Online Horror(or: “How to bruise your brandand drive away customers”):  Online Horror (or: 'How to bruise your brand and drive away customers') http://www.cartier.com/us/index.html Use massive amounts of heavy flash and graphics (Loading time: 59 seconds on 56K modem for the home page) Use lots of animated .gif and html files that distract the online eye http://www.americansteeples.com/index.shtml Online Horror(or: “How to bruise your brandand drive away customers”):  Online Horror (or: 'How to bruise your brand and drive away customers') How do most people connect to the Internet? Not very fast (Only 27% have broadband) Source: Harris Online, July 2003 Online Horror(or: “How to bruise your brandand drive away customers”):  Online Horror (or: 'How to bruise your brand and drive away customers') Forget to reserve URLs that competitors or detractors may use against you http://www.naavi.org/cl_editorial/edit_8dec00_1.htm How to counter rogue sites (if you live In India) Online Horror(or: “How to bruise your brandand drive away customers”):  Online Horror (or: 'How to bruise your brand and drive away customers') DOW, BURSON-MARSTELLER CLAMP DOWN ON FAKE WEBSITES Two giant companies are struggling to shut down parody websites that portray them unfavorably, interrupting internet use for thousands in the process, and filing a lawsuit that pits the formidable legal department of PR giant Burson-Marsteller against a freshman at Hampshire College. The activists behind the fake corporate websites have fought back, and obtained substantial publicity in the process. Fake websites have been used by activists before, but Dow-Chemical.com and BursonMarsteller.com represent the first time that such websites have successfully been used to publicize abuses by specific corporations. A December 3 press release originating from one of the fake sites, Dow-Chemical.com, explained the 'real' reasons that Dow could not take responsibility for the Bhopal catastrophe, which has resulted in an estimated 20,000 deaths over the years. Affiliate Programs:  Affiliate Programs Effective means of inexpensively expanding the influence of your Web site Excellent for associations, government agencies, non-profits, news-related sites Simple technology Search engines 'like' referral page traffic (Google especially) Must have policy and measures in place to guard against being associated with 'hate' sites, radical political sites, etc. Search Engine Marketing(SEM):  Search Engine Marketing (SEM) Critically important, hard to achieve Must manually register sites (can use service) Often a slow process (many larger search engines use actual 'humans' to rank sites) Key words critical (can 'buy' words) 'Moving target'—rank can change overnight; relevancy critical “Top 10 Ways to Ensure Your Search Marketing Strategy S*cks”:  'Top 10 Ways to Ensure Your Search Marketing Strategy S*cks' Invisible text (from 1996; results in rank penalty or actual removal) Frames (simply put: search engines don’t like frames—only puts out pieces—requires code redesign to fix) Why be original? (don’t copy other sites and add your links) BOPs ('Big Ol’ Pages) (heavy graphics and/or sound creates disruption) Redirects (redirects to track ad clicks or collect visitor information lowers ranking; redirect code blocks webspiders) “Top 10 Ways to Ensure Your Search Marketing Strategy S*cks”:  'Top 10 Ways to Ensure Your Search Marketing Strategy S*cks' URL’s from hell (the shorter and more meaningful, the better) Dynamic shopping and e-commerce sites frequently use parameters and session IDs—too many percent signs, question marks, session ID’s and at least three parameters clog up search engines very nicely… http://www.themekgroup.com/report/default.htm? Parameter1=CoolURLandamp;parameter2+goawayandamp;[email protected]=ihatesearchengines “Top 10 Ways to Ensure Your Search Marketing Strategy S*cks”:  'Top 10 Ways to Ensure Your Search Marketing Strategy S*cks' Forgot about 'robots.txt'? User-agent: * disallow / * or andlt;META NAME='ROBOTS' CONTENT='NOINDEX, NOFOLLOW'andgt; Doorway pages (ultimately can result in removal from search engine) Viral Marketing:  Viral Marketing Ultimate 'word of mouth' campaign 'e-influencers' Influencers used to have profound consumption effect on 5-10 people e-influencers can affect 1,000s in chat rooms, dialogue groups (cut and paste URL) 'Forward this site to a friend' Content (relevancy and degree of current information is critical for success) Basic view of the Web:  Basic view of the Web 'Advertising dies. PR lives.' Al Ries (author, Positioning: The Battle For Your Mind) Basic view of the Web:  Basic view of the Web “But I don’t control my Web site”:  'But I don’t control my Web site' 'Permission' marketing Secure 'permission' to send e-mails (opt-in—must have 'unsubscribe' option) Create HTML newsletter template 'e-mail this to a friend' 'printer-friendly' version Create new fresh material (trends, company news, relevant industry statistics, information of interest) At least monthly (but be regular!) Link back to main site as appropriate “But I don’t control my Web site”:  'But I don’t control my Web site' --==andgt;andgt; WOW -- WOODY's OFFICE WATCH andlt;andlt;==-- Microsoft Office advice and news from Woody Leonhard 24 July 2003 Vol 8 No 27 HTML Newsletter format Text Newsletter format “But I don’t control my Web site”:  'But I don’t control my Web site' Secure one page or section of your Web site (can be template with text only publishing rights) Industry 'white papers' (downloadable in PDF format) News room (industry writers often work 24/7—access at 3 a.m.) Press releases (note: press releases online document industry activity) Bios Photos What’s next?:  What’s next? Online advertising will grow as it practices CRM and is relevant PR will dominate the Web (especially from a content perspective) E-mail is great today (might die tomorrow) Claude Hopkins will continue to influence Web writing Energizing your online presence:capturing the power of the Web:  Energizing your online presence: capturing the power of the Web [email protected] [email protected] [email protected]

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