Steve Thomas is a nationally recognized speaker and entrepreneur with over 18 years of internet strategy experience. He is the president of The Net Impact and other organizations. The document discusses the state of marketing in 2013, including how SEO and social media have changed marketing. It emphasizes that mobile usage is growing rapidly and marketers need to optimize for mobile. The document also discusses using video and social media for marketing and measuring results.
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2. About the Speaker
Steve Thomas
President, The Net Impact
Vice President, Unidev
President, American Marketing Association-St.
Louis
President, Missouri Venture Forum
With over 18 years of internet strategy
experience, Steve is a nationally recognized
speaker, author, and entrepreneur.
Contact me:
Twitter: @TNIMAN
LinkedIn: www.linkedin.com/stevenrthomas
3. The state of marketing in 2013
“We have embarked on the world’s
largest and longest cocktail
party, and every issue imaginable is up
for grabs.”
--Geoffrey Moore, Mohr Davidow Ventures
Image courtesy of Venture Beat
5. What we are going to talk about
1. Marketing plans in a crazy social world
2. Making the most of marketing on a budget
3. Mobile marketing update
4. Using video to drive your business
7. SEO is still job one
SEO (Search Engine Optimization) is the
process of affecting the visibility of a website in
a search engine’s natural and unpaid search
results.
The higher ranked and more frequently your site
appear in search results, the more visitors you
have.
http://en.wikipedia.org/wiki/Search_engine_optimization
11. Local is important
• 84% of all users perform local searches (Kelsey Group)
• 61% of all local searches result in purchases (comScore)
• 57% of online shoppers say they shop online but plan to
make purchases offline (NDP Group)
• 82% of local searchers follow up offline with an in-store
visit, phone call or purchase (comScore)
12. Social media has changed SEO
SEOtoday means social media. Why?
• Helps search indexation
– Tweeting cuts index time by 50%
• Social activity improves keyword ranking
– Creates inbound links
– Shares help with freshness
• Author authority (rel=”author”) ties authority
to your content
• Allows best use of images and videos
Being Your Brand March 3, 2013
http://beingyourbrand.com/2013/03/03/how-social-media-impacts-seo-infographic/
13. YES! Why?
• Off-site content is as important as on-site
• Images have a new LIFE
• Popularity matters, which means…..
• Great content really really matters
• People want to know you which means…
• Other voices cry to be heard
– Yours, your customers, your team
Should social change your plan
15. Why use social media
• SM use has grown 712% in the past 7 years.
• Over 155 Million Facebook users
• 90% of people trust recommendations from
people they know
25. Should I plan for mobile
•Before 2015, it’s projected that mobile internet usage will overtake
the desktop.
•Mobile traffic has climbed to more than 16% of overall web traffic.
•70% of all mobile searches result in action within 1 hour.
•There are 6.8 billion people on the planet. 5.1 billion of them now own
a cell phone.
27. Optimizing for mobile
Tablets are Catalyzing Brand Website Engagement
• The share of website visits from tablets grew approximately 10 times faster than
the rate of smartphones within two years of market introduction
• Tablet usage grew more than 300% in the last year
• Tablets’ share of website traffic will exceed smartphone traffic by early 2013
and reach 10% of total website traffic in early 2014
• Near-term developments in the tablet market will erode the advantages of PC-
browsing, causing consumers to shift more website visits from PCs to tablets
Adobe Digital Index March 2013
http://success.adobe.com/assets/en/downloads/whitepaper/13926.tablets-brand-engagement-v5.pdf
“One tablet generates as many website visits as four smartphones”
29. Creating video content
• Over 800 million unique users visit
Youtube each month.
• In 2011, Youtube had more than 1 trillion
views or 140 views for every person on the
Earth
• 72 hours of video are uploaded to
YouTube every minute.
30. Post free content
What you have to say is important to someone!
Searching
“Hardwood Floor
Repair” yields
5,130 results
32. What went in to “Will It
Blend”
Start with $100 in supplies
Add an in-house video
Flavor with some clever marketing
• Increased retail of 700%
• 200,000 +subscribers on YouTube
• 10 television appearances
34. Optimizing Youtube
Youtube Video optimization primer
• First: know what keywords you want to use
• Then write your caption using keywords
• Upload transcript in WordPad text format
• Write your title using keywords again
• Use the title in your description and follow with
URL, include a longer description with a call to
action
• Tags Think in terms of 3 to 4 primary keywords
• Finally select your category
• http://www.youtube.com/watch?v=WYrSjSLzho0
36. Top digital marketing thoughts for 2013
Content is
even more
the king
Test new
platforms
Content
needs
distribution
Engage in one-
on-one
x 1Million
37. Thank You!
Follow The Net Impact:
Facebook: www.facebook.comTheNetImpact
Twitter: @thenetimpact
LinkedIn: http://www.linkedin.com/company/the-net-impact
Download this presentation:
http://www.slideshare.net/TheNetImpact
Notes de l'éditeur
Instagram CANNOT sell your photos. At one point, they tried to introduce terms of service, but that is long in the past and they will not user your likeness with any paid or sponsored content. (Whew!)Instagram gets over 8,500 likes every second and has 100 million active users every month. You can use Instagram even if you don’t sell visual products. A great way to do this is by posting “behind the scenes,” photos. It gives consumers a personal glimpse of what it is like to work for your company. When you set up your Instagram, be sure to stick with a name you already use. For example, The Net Impact needs to stay as @thenetimpact. It would make it harder to find if we changed our name to @thebestwebdesigncompanyever. (Even though it would be awesome)The most important thing to remember is that your photos need to have a clear purpose. Sean suggested putting them in a category, such as funny, beautiful, or inspiring.
Blend-Tec used to grind up wooden boards to test product toughness. One day, the good people at BlendTec had a fantastic idea to start blend tough things in their blender. Here is their first video of them Blending marbles. Their first video got over 6 million views and they began to see what else they could blend. They took suggestions and eventually ended up blending anything from iPhones to McDonalds Hamburgers.