Presented October 2nd, 2010 at the Small Business Bootcamp at the UGA extension campus in Lawrenceville.

1. Electronic Marketing Brent Laminack 3by400

2. Electronic Marketing Introduction Website Email Social Networking Back-Office Issues Resources Q&A

3. 5 Good Questions Who is your audience? What primary action do you want visitors to take? Does your design and text communicate effectively? Are your systems integrated and compliant? How do you measure success? Ref: Eric Brown - 5qcommunications.com

4. Example: Local Restaurant Start Asking the Questions

5. Basic Website Static: Same Every Time Low Cost Low Traffic Like YellowPages Ad or Billboard Better Than Menus Not Limited by Paper Cost

6. Getting Found SEO: Search Engine Optimization Enabling Users of Search Engines (Google) To Easily Find Your Site A) What Do You Have B) What Are People Looking For? C) Matching Content on Your Site to What People Are Looking For Content Is King See Google’s Guide Content and Searches Matching Hand-in-Glove

7. Dynamic Website Easily Editable Content Can Add In Functionality Later Example: Calendar / Hours of Operation Specials of the Day Add Photos

8. Dynamic Website Platforms Can’t Do This With Dreamweaver Wordpress Drupal Joomla Local Users’ Groups, see: ossatlanta.org All Open Source: i.e. No Software Cost Lots of Extensions Available

9. Mailing List Email Cheaper Than USPS Mail Sign Up for Mailing List Weekly or Monthly Mailing Specials / Coupons Giveaways Recipe Regulation: CAN-SPAM Act

10. Email Marketing Providers Constant Contact Aweber MailChimp Exact Target Delivera Each has Pros & Cons Make a List of Requirements Before Selecting

11. Adding Video Stored Video Hosted on Website – consideration: bandwidth Youtube Alternatives: http://en.wikipedia.org/wiki/List_of_video_hosting_websites Live Video Webcam Webinar

12. YouTube Upload Videos Create Channel http://google.about.com/od/googlereviews/ss/2010-readers-choice-google_6.htm Encourage Discussion Control or Direct the Conversation Issues: Related Videos

13. User Interactivity Rate Items Thumbs Up/Thumbs Down 1-5 stars Comment or Review Items May have to be approved Allow discussion Search Top Rated Most Recently Reviewed Most Reviewed Example

14. User Input Shows You’re Listening Contact Us Form / Suggestion Box Best Advertisement: Honest, Heartfelt Testimonial Negatives Are Useful: Learn from Them Part of Continuous Improvement Counter-Example: Lowes’ Shower Kit

15. Social Interaction Facebook Fan Page Facebook “Like” Twitter Updates YouTube Comments Why? Best Marketing isWord-of-Mouth

16. Facebook Fan Pages Facebook: People-Centric Fan Page is Exception Page About a Thing or Location http://mashable.com/2009/06/16/killer-facebook-fan-pages/

17. Facebook Walled Garden Things Go In, Don’t Come Out Send to Facebook Not From

18. Twitter Micro-Blogging: 140 Characters SMS/Cell Phone-Centric Good for Real-Time Coupons / Specials Updates Becoming Celebrity-Centric What % Marketing?

19. E-commerce Place a Carryout Order Like Older Fax an Order Make Reservations Catering Placing Order Online Payment

20. E-Commerce Options Paypal Amazon Stores BigCommerce Magento PrestaShop Again, Gathering Requirements First is Critical

21. Keeping Up With Customers Email Address Name Address Purchase History Birthdays Payment History CRM: Customer Relationship Management Like the Old Rolodex

22. CRM Systems Older-Generation ACT! / Goldmine Web-Based SalesForce SugarCRM Landslide Zoho InfusionSoft RightNow Highrise

23. Information Locations Accounting Software Email List E-commerce Website CRM System Too Many Buckets?

24. Integration Issues Website Email Provider CRM System Accounting No Easy Answer

25. Measurement You Can’t Manage What You Can’t Measure Metrics, Metrics, Metrics Easy to Understand ‘Dashboard’ Produces Accountability How Did You Hear About Us?

26. Website Metrics Free: Awstats or other Log Analysis Google Analytics Paid: Clicky Woopra E-Mail Metrics Integrated?

27. Fan Page Metrics Facebook Has Internal Metrics Mostly Inward-looking Would Feel Better if 3rd party http://www.slideshare.net/HelenTodd/facebook-metrics-fan-pages-and-ads

28. Twitter Metrics Hard to Come By, Some 3rd Party Solutions: Klout Adobe Online Marketing Suite (was Omniture) Twitalyzer Maybe Native Analytics Coming from Twitter 4Q10

29. Wrapup Ask and Answer the Basic Questions Inform and Engage the Customer Employ Different Media and Methods Use Metrics to Constantly Gauge Efficacy Constant Improvement

30. Marketing Vs. Branding Branding: What Happens to the Customer See Nick Wreden’s Work Profitbrand Fusionbranding #1 Requisite in Creating A Successful Brand?

31. Marketing Resources Marketing Without Advertising Guerilla Marketing 30-Day Challenge Help! My Business Sucks! – Andrew Lock Microwave Marketing Seth Godin delicious.com/ibrent/marketing

32. Email Resources Create Stunning HTML Email That Just Worksfrom Sitepoint Designing, Coding & Delivering HTML Emailfrom MailChimp.com

33. Web Resources Building Findable Websites http://www.seomoz.org/learn-seo cll.emory.edu Search Engine Marketing Starting and Running a Successful Website delicious.com/ibrent/webmaster 3by400.com

34. Q&A