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Brad Kleinman of WorkSmart eMarketing discusses 'the New Social Web' at the New Philadelphia Chamber event on May 15th, 2009. Learn more at http://www.worksmart-emarketing.com
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About The Speaker – Brad Kleinman
Session Outline
• Accountability• Web 1.0 -> Web 2.0• Social Media Trends• Benefits of eMarketing• Creating your Marketing System• Specific eMarketing Techniques
– Website Optimization– Email Marketing– Search Engine Optimization– Social Media Optimization
• Question and Answer
Caveat #1 – The 80/20 Principle
Caveat #2 – Water from a Firehose
Caveat #3 – Have Fun!
Caveat #4 – Marketing Foundations
Accountability
The New Web
The New Web
• A user driven virtual world
– User driven content– Rich, interactive and user-friendly– Community and Social Network – Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc
What is Web 2.0?
Benefits of eMarketing
• Easy to use• Easy to quantify• Easy to customize• Easy to interact with users• Time Efficient• Cost efficient• High Return on Investment
Statistics & Trends
• Social media trends– Facebook over 200M, 500-700K users per day– A blog is created every half second– Over 150K videos uploaded to YouTube every day– 75% of adults 18-24 are on social networks
Annual Growth of social networking• Facebook – 200%• Twitter – 1400%
Budget Line Increases VS Decreases
Significant Barriers to Adoption
Creating Your Marketing System
Website
Video
CRMSEM
SMO
Traditional
Optimizing Websites for Conversion
• Design–Capture viewers attention immediately–Make sure you have a call-to-action–Get them to come back
• Analysis–Google Analytics–Google Optimizer
Capture Attention Immediately
Engage your users
Google Analytics – Tracking Success
Tracking Goals in Google Analytics
Website Best Practices
1.) Make it EASY to buy2.) ENGAGE your users
3.) Make sure you GET their email
Use Email Marketing!
• Offer a value-based monthly newsletter
• Cost effective– ~ 500 = $15/month
• View opens and clicks– Know exactly who opened it and when
• Develops relationships– You open email from people you trust
Email Marketing Best Practices
1. Focus on users needs (80%/20%)2. Have a call to action3. Track results and follow-up
Organic VS Paid Search
SEO VS PPC
eMarketing Best Practices – SEO
1. Use title tags2. Key in to your keywords3. Inbound links!
RSS – The common denominator
The Technology & The tools
Facebook – The Social Network
Getting Started
• Edit your profile– Basic info– Personal info– Contact info– Education and work
Facebook Basics
What’s on your mind?
Facebook for Business – Events
Facebook Connect
Facebook for Business – Public Profiles
Facebook Pages – Step 1Pick a category and name
Facebook Pages – Step 2Upload your picture
Facebook Pages – Step 3Add your information
Your ‘Canvas’
Facebook Pages – Step 4Customize Your Page
Bring in custom graphics/flash!
Facebook Pages – Step 5Publish!
Facebook Pages – Step 6Update it regularly!
Post photos of products,
employees, and customers
Add video clips of your company
in action
List an event for your grand
opening sales
Write a note about upcoming
promotions
Using LinkedIn
Using LinkedIn
Groups on LinkedIn
Groups on LinkedIn
Using Twitter
Getting Started with Twitter
Getting Started with Twitter
Getting Started with Twitter
1. 90% / 10%– Focus on giving it away
2. Use Search.Twitter.com for real-time tweets– RSS -> Email
3. Use a URL shortener– Cli.gs
4. Retweet! (RT)– Evangelist re-tweeting system
5. Use #LWL hashtag– Hashtags.org to track
Create a Sharing System
Find interesting content?
Post it to Digg, Reddit, Stumbleupon,
Delicious
Shorten the URL with Cli.gs
Post it•Facebook•Profile•Facebook Page
•Twitter•Encourage Retweeting
Creating Your Marketing System
Website
Video
CRMSEM
SMO
Traditional
Making the Web Work for You!
Brad KleinmanEmail – [email protected] – (216) 339 – 0353Follow me on Twitter - @BradKleinman
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