Perils and Promises of Technology in Online Communications

NIRSA National Marketing Institute Hilton Head, South Carolina November 20, 2008 Communicating Effectively Online: Promises & Perils of Technology © Robert E. Johnson, Ph.D. 2008

8 top tips about the Internet… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

7 topics to review today… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

1. Website Design The Most Important Elements

Toward a simpler web design… ,[object Object],[object Object],[object Object]

10 very visible program choices… http://admission.emerson.edu/graduate/

An almost perfect page design… http://www.worldcampus.psu.edu/iMBA.shtml ,[object Object],[object Object],[object Object],[object Object],[object Object]

Simple online forms… http://www.mbaregis.com/ ,[object Object],[object Object],[object Object],[object Object]

Special landing pages for campaigns… ,[object Object],[object Object],[object Object]

2. Search Optimization Make Your Web Pages Easier to Find… “ Organic Search” more important than paid search… Simple steps have high impact

1 giant among 4 players… Google has 60% or more of the search market

Imagine how organic search works… ,[object Object],[object Object],[object Object],[object Object],[object Object]

4 elements most important to the ant… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Important “organic” search elements… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Identify web pages important to SEO… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Check the results of a Google search… ,[object Object],[object Object]

Free tool to check on keywords… http://www.freewordtrackertool.com/

Recreational sports vs. Intramural sports 119 daily searches vs. 9

Two results for “recreational sports”… Michigan State University… University of Michigan

The top writing points… “Recreative Services” = no search results ,[object Object],[object Object],[object Object],[object Object],[object Object]

Don’t “stuff” keywords… The page title and description, primary headline, one subhead, twice in the text… More and the page might not seem well written

3. Writing Right for the Web Content people can scan in 2 or 3 seconds… “ Carewords” to engage people when they scan

Easy to scan for MBA content…

Web readers scan for “care” words… Use headlines that capture attention and engage the visitor… Write from the viewpoint of your audience… What are the “Carewords” that get attention?

Carewords for Executive MBA prospects UNC Kenan-Flagler Business School ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Make them obvious for visitors… http://www.kenan-flagler.unc.edu/programs/emba/index.cfm

Direct marketing style helps people scan… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Direct marketing style helps people connect… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Repeat the call to action… http://www.mbaregis.com/

Write about the real experience… ,[object Object],[object Object],[object Object],[object Object]

4. Web Analytics Important Marketing Information from How External People Use Your Website

What does a marketer need to know? Google Analytics has 80+ programmed reports about website data… More data than you need to know

Do you need to know 47 screen resolutions?

Let’s make a list from this page… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Check point to start…set goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

KPI: Percent of new vs. returning visitors ,[object Object],[object Object],[object Object],[object Object],[object Object]

KPI: Average time on your site… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

KPI: Popularity of individual web pages… ,[object Object],[object Object],[object Object],[object Object]

Getting started with Google Analytics… http://analytics.blogspot.com/

5. Video Capturing the Power of YouTube

Videos to tell your story… http://www.recsports.berkeley.edu/videos.aspx?uid=1380400369

Especially on YouTube… http://www.youtube.com/watch?v=lvQoXEC4i2M&feature=related http://www.youtube.com/watch?v=JOu92xQ67NI

And further into the social network arena… http://www.facebook.com/video/video.php?v=1030494727651

6. Blogs, Message Boards, Social Networking Don’t Forget Old Online Friends

Blogs to introduce people & sports… http://vcurecsports.blogspot.com/

Sports message boards… http://www.csusbrecsports.com/mb/index.php

If your goal is this… http://recsports.software.umn.edu/alumni/

When will you have this? http://boston.sportsvite.com/

MarketingProfs http://www.marketingprofs.com/

Thank You! Bob Johnson, Ph.D. President and Senior Consultant Bob Johnson Consulting, LLC 226 Chauncey Court Marshall, MI 49068 248.766.6425 [email_address] Customer Carewords Research for Online Marketing Success: http://www.bobjohnsonconsulting.com/customercarewords.html

Perils and Promises of Technology in Online Communications

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Perils and Promises of Technology in Online Communications

Similaire à Perils and Promises of Technology in Online Communications (20)

Plus de Bob Johnson, Ph.D.

Plus de Bob Johnson, Ph.D. (20)

Dernier

Dernier (20)

Perils and Promises of Technology in Online Communications