WEB STRATEGY IN 2010isabellechrun.com’s notepad

Agenda

Ubiquity of the Web

Developing a social media strategy

Measuring the ROI

Case studies

References

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

Several tactics

e-mail marketing (Newsletters)

keyword research (Search engine optimization)

social networks (Social media marketing)

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

?

SEO = traffic

impact of appearing #1 SERP

natural VS paid

think about the Google bots + your (human) customers

META tags, sitemap, interlinking, linkbuilding, etc.

more info about SEO

Social media isn’t a conversation. It’s where the conversation takes place

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

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

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?

http://www.forrester.com/Groundswell/ladder.html

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

You can’t measure anything if you don’t have clear objectives

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

Free measure tools

Google analytics

Google trends

Google alerts

Google insights

TweetBeep

SocialMention*

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

If you don’t develop a social media strategy, your competitors will

Industries adapt

TV: Glee

fashion: Nike (RED) laces

retail: Best Buy

events: Australian Open

Small business: The Marsh Cafe

B2B: Forrester Research

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

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

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

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

Bon succès au Happening Marketing 2010

http://www.starbucksloveproject.com

References

eMarketer

mashable.com

Forrester Research

sm2b2

convince and convert

ReadWriteWeb

seomoz.org

Harvard Business

Business Source Complete

Advertising Age

alltop.com

etc.