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Feb 2009 - These slides are from a presentation I gave to the Home Builders Association of Maryland, helping the attendees to identify and be aware of what shifts they should be making in their marketing focus.
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Our Sponsor:
Internet Marketing Strategies
The things you MUST know in 2009.
Overview
WHATWHY HOW
background
strategy
implement
Consumer Behavior
The 2008 NAR Home Buyers and Sellers Survey
Consumer Behavior
* The 2008 NAR Home Buyers and Sellers Survey** 2008 US Entertainment Survey, Yankee Group
Buyers are researching their home purchase longer:
• 2006 – 6.4 weeks of research
• 2007 – 12.1 weeks of research
• 2008 – 16.5 weeks of research
56% of television viewers are online at the same time, browsing the web or sending email
Internet
“Market from the inside out” – Tom Richey
Internet
“Market from the inside out” – Tom Richey
Internet
“Market from the inside out” – Tom Richey
5 Things to know in 2009
• Analytics
• Search
• Video
• Mobile
• Social Media
Analytics
Analytics
The Measurement of Website Visitor Quality & Quantity
Analytics
• Better allocation of future resources
Forrester Research: Online Advertising Predictions for 2009
• Online advertising growth rate of 12%• Marketers will be looking to make more of technologies like
targeting and measurement• Marketers relationships with agencies and publishers will strain as
marketers take a more active role in managing their data andmedia buying.
Analytics
Metrics to Monitor:
• Bounce Rate – How quickly are people leaving your site?
• How did your visitors find you – Ads, Search,Listings, Other Links
• What did visitors do once on your website?
• Who sent you BETTER traffic ?
Search
Search
Search Engines Directories
• Yahoo
• MSN
• Ask
• YouTube
• Move.com
• BaltimoreSun.com
• NewHomeSource.com
• Zillow.com
• YahooRealEstate.com
• Hundreds of Others
Search – organic vs. cpc• Organic – The results of a search that the search
engine believes to be the most relevant
• CPC, PPC – A paid placement of an ad to displayed when a visitor searches for a specified search term or phrase. Aka – cost-per-click, pay-per-click, paid search
• SEO – Search Engine Optimization. The practice of improving a website’s organic search ranking for a desired keyword or phrase.
Search – organic vs. cpc
mmmm
Search – organic vs. cpc
mmmm
Search – organic vs. cpc
Organic CPC
• Free
• Long-term
• Higher click-rate
• Traditionally higher quality traffic
• Slow to make change
• Limited ability for uncommon search behavior
• $1-5/click
• Only as long as you’re paying
• Good quality traffic
• Instant on
• All keyphrases can be purchased
Search – organic vs. cpc
2008 Search Engine Market Share*:• Google – 69%• Yahoo – 19%• MSN – 6%• Ask – 4%
In 2008 Google reported that the average search query has gone from 3 up to 4 words.
Noteworthy Consumer Behavior Statistics
“New Home” vs. “Green Home”
* Source: Hitwise, an Experian company
Search – organic vs. cpc
• Maximize Free traffic w/SEO efforts focused on most-likely-to-perform keyphrases
• Supplement your SEO with Paid Search to cover “long tail” keywords & phrases
• Monitor the effectiveness of both effortsusing analytics results
Video
Video
* Source: Online Publishers Association, June 2007
People remember:
• 20% of what they hear
• 30% of what they see
• 70% of what they hear and see
65% of U.S. Households have a broadband connection
VideoYouTube.com
November 2008
• 2.8 BILLION searches (200M more than Yahoo)
• 146 MILLION visits in the U.S. 12.6 BILLION videos
• Views have doubled from 20 months ago
Video
• Content must be relevant, educational, and/or entertaining
• Avoid posting a made-for-TV commercial
• The quality expectation is lower on You Tube than video featured on your web site, but the information or entertainment valueexpectation is higher.
• Short (long is bad) videos can be inexpensively produced by media companies
1. Video featured on your website
2. Video featured on outside services like You Tube
VideoAfraid of giving too much away online?
Mobile
Mobile
SMS Marketing• Text Messaging
• Auto-responders
• Mass Follow-up
Mobile Web• Websites designed for viewing on mobile
devices (standard and light)
• Mobile applications that access web data
Mobile
• iPhone’s
• Android Phone’s
• Some others
• Blackberry
• Treo
• Most others
Mobile
* Source: Nielsen
Out of 250 Million Cell phone subscribers in the U.S. :
• 137 Million use SMS/Text (over 50%)
• 43.3. Million access the Internet on their phone
• 28.2 Million access video content on their phone
Text Message use is rising:
• Q1 ’06 – 198 calls vs. 65 Texts
• Q1 ’08 – 204 calls vs. 357 Texts
Mobile
• Real Estate is naturally local
• Making the web more mobile is simply the natural evolution of technology.
Mobile
Mobile applications that access the Internet are changing how the public uses the mobile web
Mobile
Mobile
• Mobile initiatives should be focused on the younger generation, first time buyer, and urban professional
• It’s not necessary to build a mobile-only site- Be sure you’re existing site is mobile friendly (iPhones cannot see flash content)
• Be sure you’re a part of Google Base
Social Media
Social Media
Social Media
WEB 2.0• Conversational Web
• Two-way vs. One-way
Early Examples:
• Classmates.com
• User reviews on Amazon.com
Social Media
MySpace
Social Media
The Office
The Bar
Happy Hour
High School
MySpace
Social Media
• This is where people spend time online –LOTS of time.
• 35% of adults have at least 1 online profile, upfrom 8% in 2005*.
• You’re accessible on their terms. You’re at their party, not yours.
* Source: Pew Internet
Social Media
• Social networks are ideal platforms forevangelical customers to sing praises and improve the likelihood of referrals.
• Search engines value UGC.UGC = user generated content
* Source: Pew Internet
Social Media
* Source: Compete.com & Quantcast.com
• Professional Network
• Groups allow discussion
• Supports automaticimport of blog and other feeds
Social Media
• 150,000,000 registered users
• Adding 450k/day
• Estimated length of daily visit:40 minutes
* Source: Compete.com & Quantcast.com
Social MediaTwitter
* Source: Compete.com
• Micro-blogging platform set to go mainstream in 2009.
• Numbers do not reflect users whoaccess Twitter viaapplications
• Enables fast mass dispersing of short messagesto users who’ve opted-in
• The Red Cross uses Twitter to communicateshelter and evacuation data.
• 4,500,000 users with 7,500 new per day
Social MediaRules of engagement:
1. Give before you get
2. NO Spamming
3. Respond to public complaints in a public way
4. If it looks like you’re hiding something, someone will find it.
5. Maintain your presence. Never, never,abandon it.
Social Media
• Request all employees maintain a profile.
• Create a group for employees tocollaborate and share with vendors andcustomers.
• Encourage employees to participate inother discussion groups where they cananswer industry related questions
Social Media
• Create a page for your business and encourage employees, friends, familymembers to become a “fan.” All of theironline friends will be notified.
• Post relevant photos, links, and videosabout your company and encourage comments and dialogue by your visitors
• Encourage employees to participate inother discussion groups where they cananswer industry related questions
Social MediaTwitter
• Broadcast relevant news for your customers
• Announce sale events
• Be accessible to those who prefer to communicate this way
• If there’s no immediate business purpose evident, at least monitor your name.
Summary• The most benefit will always be gained from a cohesive and
comprehensive strategy
• Market from the inside out:
1. Take care of the inside first – your website 2. Maximize free exposure with good SEO practices3. Supplement your SEO strategy with paid search4. Use, or be prepared to use, new technologies as
consumers adopt them in their habits and expectations5. Reach out to those not actively searching for your
product and enable your mavens to help youspread the word for you.
