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Smarter Web Strategy

WebResults.ie, F6 Nutgrove Office Park, Rathfarnham   info@webresults.ie   (01) 2071872
WebResults.ie
• What do you hope to get from session?
Background
• Business Studies & German (Marketing), University of Limerick



• National & international markets
   Marketing / Business Development with a focus on online marketing/web
   (Creative Labs, Viking components, Eircom.net, Web Reservations International)



• 2006 – set up HomeWise.ie                                      120,000 monthly visits


• 2007 – WebResults.ie

• Mentor with Enterprise Ireland. Training with various organisations, DMI,
  Fitzwilliam Institute, Sureskills, Enterprise boards etc
WebResults.ie
•   Web Marketing Services Company
•   Set up in 2007
•   Team of 5 people
•   Working with business to get results on the web
•   Devise and work with them to implement their web
    strategy
Approach to Smarter Web Strategy?



Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence

Step 4: Put action plan in place to drive quality visitors

Step 5: Measure/Monitor to establish sources of quality traffic
Step 1: Set Clear Objectives



What are your business objectives?




What are your objectives from the web?
(How will the web help you achieve these business
objectives? )
Monthly Objectives


Define your objectives from the Web:

-no of visitors
-source (organic, PPC)
-no & € of transactions


For the next 6 months –May, June, July, Aug, Sept, Oct
What are your website conversions/objectives?
Step 2 Understand your market

Market research

• Assess your market potential

• Get to know your Target market:
      - Who are they ?
      - What are they doing on the web?


• Competitor research
What is your market potential?
http://www.internetworldstats.com/stats.htm
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
Ireland - Ecommerce



2011 - 43% of Irish adults
had shopped online in the
previous 12 months

Dublin top for ecommerce
Followed by The West
Ireland – Silver surfers




Among Irish 60 to 70-year-olds, 21% say that they use the internet every day
What Geographical markets are a priority?

Local, regional, national, international
Who are your most important
        customers?
Step 3 – Look at your current web presence



 -No of visitors in the last month
 -Source (where they came from)
 -No. of conversions

 How you are performing on the search engines?

 Presence on Social Networks?

 Where you are in relation to competition?
Step 4 - Put an action plan in place

-With clear objectives from the web

- having identified any weaknesses in your existing presence

- Now knowing your target markets interests & behaviour

- With your competition in mind


-Devise your marketing strategy and set out actions
Defining your Marketing strategy




  What combination of offline activity & online
  activity do you need for your business?
Impact of the web on Traditional
           marketing?
The way people are
  interacting on the web
  has changed

-Talking at people

Has change to

-Listening to what people
   are saying………. & then
   interact
Defining your Web strategy

                Get                  Engage
               people                 with
               to site                them




          Monitor/                       Convert
          Measure                         them
                            Give
                          them a
                         reason to
                           return
Web strategy




Build a sound platform that cements your brand and also creates a valuable
opt-in database / community that can be used to invite people again & again
Getting your website in order

• Design/look and feel

• Usability & Navigation

• Tools & Functionality

• Strong calls to action

• Search Engine Optimisation

• Good measurement and tracking
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
Web Strategy

 Activities to drive traffic
• Search Engine Optimisation
• Pay Per Click
• Social media

Others
• Online Advertising
• Viral Marketing
• Partnership marketing
• Music concerts 5,400 searches
• Live music 8,100
Pay Per Click - Google Adwords

• Very targeted
• Gives good understanding
                         Health and safety training – 720 searches
  of your market
• Test to establish ROI
• Focus on what works
SEOmoz.com
WebResultsWorkshopWebMarketingStrategy2012
Web Strategy

Social Media – Clear objectives
Ford Fiesta



100 socially vibrant social media fanatics - selected to drive
a Ford Fiesta for six months – select 100 of those who are
“socially vibrant

18 months prior to release in US

Had to share their experiences of the car over 6 months
Blogs, Twitter, Facebook, Flickr and YouTube channels
7 secrets to Fords Social Media Marketing Success



 • Allow other people through word of mouth create trust for you
 • Reach out to those who are listening and let them do the talking for you and to
   connect with people like themselves
 • Let them know that you are real people just like them and are passionate about
   what they do and the Ford Brand
 • Run a competition involving Social Media e.g. To be selected to drive a Ford
   Fiesta for six months (“socially vibrant”)
 • Aggregated the content on Fords Fiesta movement website (crowd sourcing
   content) without editing it!
 • Implemented multiple Social Media channels such as Facebook, Twitter and
   YouTube to create digital buzz
 • “Get On Board” the executive team and the board of directors
The Results


• 11 mill impressions
• 5 mill engagements on social networks (people sharing & receiving)
• 11,000 videos posted
• 15,000 tweets.. not including re-tweets
• 13,000 photos
• 50,000 people who have seen the product in person or on a video
  who said that they want to know more about it when it comes out
  and 97% of those didn’t currently drive a Ford vehicle
• 38% awareness without spending a dollar on traditional advertising
  ( Fords model “Fusion” doesn’t have that awareness after 2 years of
  being out in production and yet it has received hundreds of millions
  of dollars in traditional marketing spend).
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
Social Media

Empower people to promote
 products to their friends
Facebook Advertising


Highly targeted
Individuals who live in certain area?
Age group?
Interests?
Twitter
Video

Visual

How to’s

Big audience

Facebook 46.2 years of videos watched a day
58 % of marketers with 3+ years of experience are using Google+

67% of respondents say they plan to increase Google+ usage

Source: marketingland.com. Social media examiners survey of marketers &
business owners Jan 2012 – based on replies from 3,800 marketers across the
world
In October, the earth's population surpassed 7 billion
The New York Times used Google+ business page to source photos for its latest crowdsourcing project
"Picturing 7 Billion."
Customizing its page based on follower feedback, who said they were looking for international news and
photos on the Google+ business page.
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
B2B

Business Networking

             Profile – Build connections
             Company page
             Groups
Step 5: Measure/Monitor to establish sources
of quality traffic




  Web Analytics

  •What works?


  •What doesn’t?
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
WebResultsWorkshopWebMarketingStrategy2012
Web Marketing Strategy
Step 1: Set clear objectives

Step 2: Understand your marketplace

Step 3: Analyse your existing web presence

Step 4: Put action plan in place to drive quality visitors

Step 5: Measure/Monitor to establish sources of quality traffic
Web Marketing Strategy
There are two ways you can approach this

   – carry it out yourself

   – get someone like WebResults.ie to do it for you
Web Mentor Programme
•   A clear action plan
•   Structure and discipline
•   Knowledge – What / How?
•   Prioritise above everything else in the business
•   Issues/question - don’t know how to solve it
•   Understand what to monitor and measure
WebResults.ie services
Fully outsourced web marketing services
Devise strategy and implement activities
SEO, PPC, Social Media, Viral, Affiliate etc

Web Mentor Programme – bring skills in-house

In house Training – LinkedIn, Facebook, Web Strategy,
PPC etc
• Regular

• Focused

• Interesting

• Fun
Finally
• Feedback

• Follow up call

           Thank you!!
Questions

                               Thank you for your time.
www.webresults.ie   Unit 6F, Nutgrove Office Park, Rathfarnham, Dublin 14   Contact: info@webresults.ie   (01) 207 1872
Web Marketing Activities

 Samsung
 LED-illuminated sheep running around the Welsh countryside
 Attracted nearly 8.5 million views on YouTube and continues to
 be the topic of discussion on blogs across the web.
 The "is it real or not" quality proves once again to be YouTube
 gold.

 http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr
 _embedded
WebResultsWorkshopWebMarketingStrategy2012
Web Strategy

Elephant campaign
Belgium

http://www.youtube.com/watch?v=F1uwexYeKAg&feature=player_embedded

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WebResultsWorkshopWebMarketingStrategy2012

  • 1. Smarter Web Strategy WebResults.ie, F6 Nutgrove Office Park, Rathfarnham info@webresults.ie (01) 2071872
  • 2. WebResults.ie • What do you hope to get from session?
  • 3. Background • Business Studies & German (Marketing), University of Limerick • National & international markets Marketing / Business Development with a focus on online marketing/web (Creative Labs, Viking components, Eircom.net, Web Reservations International) • 2006 – set up HomeWise.ie 120,000 monthly visits • 2007 – WebResults.ie • Mentor with Enterprise Ireland. Training with various organisations, DMI, Fitzwilliam Institute, Sureskills, Enterprise boards etc
  • 4. WebResults.ie • Web Marketing Services Company • Set up in 2007 • Team of 5 people • Working with business to get results on the web • Devise and work with them to implement their web strategy
  • 5. Approach to Smarter Web Strategy? Step 1: Set clear objectives Step 2: Understand your marketplace Step 3: Analyse your existing web presence Step 4: Put action plan in place to drive quality visitors Step 5: Measure/Monitor to establish sources of quality traffic
  • 6. Step 1: Set Clear Objectives What are your business objectives? What are your objectives from the web? (How will the web help you achieve these business objectives? )
  • 7. Monthly Objectives Define your objectives from the Web: -no of visitors -source (organic, PPC) -no & € of transactions For the next 6 months –May, June, July, Aug, Sept, Oct
  • 8. What are your website conversions/objectives?
  • 9. Step 2 Understand your market Market research • Assess your market potential • Get to know your Target market: - Who are they ? - What are they doing on the web? • Competitor research
  • 10. What is your market potential?
  • 15. Ireland - Ecommerce 2011 - 43% of Irish adults had shopped online in the previous 12 months Dublin top for ecommerce Followed by The West
  • 16. Ireland – Silver surfers Among Irish 60 to 70-year-olds, 21% say that they use the internet every day
  • 17. What Geographical markets are a priority? Local, regional, national, international
  • 18. Who are your most important customers?
  • 19. Step 3 – Look at your current web presence -No of visitors in the last month -Source (where they came from) -No. of conversions How you are performing on the search engines? Presence on Social Networks? Where you are in relation to competition?
  • 20. Step 4 - Put an action plan in place -With clear objectives from the web - having identified any weaknesses in your existing presence - Now knowing your target markets interests & behaviour - With your competition in mind -Devise your marketing strategy and set out actions
  • 21. Defining your Marketing strategy What combination of offline activity & online activity do you need for your business?
  • 22. Impact of the web on Traditional marketing?
  • 23. The way people are interacting on the web has changed -Talking at people Has change to -Listening to what people are saying………. & then interact
  • 24. Defining your Web strategy Get Engage people with to site them Monitor/ Convert Measure them Give them a reason to return
  • 25. Web strategy Build a sound platform that cements your brand and also creates a valuable opt-in database / community that can be used to invite people again & again
  • 26. Getting your website in order • Design/look and feel • Usability & Navigation • Tools & Functionality • Strong calls to action • Search Engine Optimisation • Good measurement and tracking
  • 30. Web Strategy Activities to drive traffic • Search Engine Optimisation • Pay Per Click • Social media Others • Online Advertising • Viral Marketing • Partnership marketing
  • 31. • Music concerts 5,400 searches • Live music 8,100
  • 32. Pay Per Click - Google Adwords • Very targeted • Gives good understanding Health and safety training – 720 searches of your market • Test to establish ROI • Focus on what works
  • 35. Web Strategy Social Media – Clear objectives
  • 36. Ford Fiesta 100 socially vibrant social media fanatics - selected to drive a Ford Fiesta for six months – select 100 of those who are “socially vibrant 18 months prior to release in US Had to share their experiences of the car over 6 months Blogs, Twitter, Facebook, Flickr and YouTube channels
  • 37. 7 secrets to Fords Social Media Marketing Success • Allow other people through word of mouth create trust for you • Reach out to those who are listening and let them do the talking for you and to connect with people like themselves • Let them know that you are real people just like them and are passionate about what they do and the Ford Brand • Run a competition involving Social Media e.g. To be selected to drive a Ford Fiesta for six months (“socially vibrant”) • Aggregated the content on Fords Fiesta movement website (crowd sourcing content) without editing it! • Implemented multiple Social Media channels such as Facebook, Twitter and YouTube to create digital buzz • “Get On Board” the executive team and the board of directors
  • 38. The Results • 11 mill impressions • 5 mill engagements on social networks (people sharing & receiving) • 11,000 videos posted • 15,000 tweets.. not including re-tweets • 13,000 photos • 50,000 people who have seen the product in person or on a video who said that they want to know more about it when it comes out and 97% of those didn’t currently drive a Ford vehicle • 38% awareness without spending a dollar on traditional advertising ( Fords model “Fusion” doesn’t have that awareness after 2 years of being out in production and yet it has received hundreds of millions of dollars in traditional marketing spend).
  • 47. Social Media Empower people to promote products to their friends
  • 48. Facebook Advertising Highly targeted Individuals who live in certain area? Age group? Interests?
  • 50. Video Visual How to’s Big audience Facebook 46.2 years of videos watched a day
  • 51. 58 % of marketers with 3+ years of experience are using Google+ 67% of respondents say they plan to increase Google+ usage Source: marketingland.com. Social media examiners survey of marketers & business owners Jan 2012 – based on replies from 3,800 marketers across the world
  • 52. In October, the earth's population surpassed 7 billion The New York Times used Google+ business page to source photos for its latest crowdsourcing project "Picturing 7 Billion." Customizing its page based on follower feedback, who said they were looking for international news and photos on the Google+ business page.
  • 56. B2B Business Networking Profile – Build connections Company page Groups
  • 57. Step 5: Measure/Monitor to establish sources of quality traffic Web Analytics •What works? •What doesn’t?
  • 61. Web Marketing Strategy Step 1: Set clear objectives Step 2: Understand your marketplace Step 3: Analyse your existing web presence Step 4: Put action plan in place to drive quality visitors Step 5: Measure/Monitor to establish sources of quality traffic
  • 62. Web Marketing Strategy There are two ways you can approach this – carry it out yourself – get someone like WebResults.ie to do it for you
  • 63. Web Mentor Programme • A clear action plan • Structure and discipline • Knowledge – What / How? • Prioritise above everything else in the business • Issues/question - don’t know how to solve it • Understand what to monitor and measure
  • 64. WebResults.ie services Fully outsourced web marketing services Devise strategy and implement activities SEO, PPC, Social Media, Viral, Affiliate etc Web Mentor Programme – bring skills in-house In house Training – LinkedIn, Facebook, Web Strategy, PPC etc
  • 65. • Regular • Focused • Interesting • Fun
  • 66. Finally • Feedback • Follow up call Thank you!!
  • 67. Questions Thank you for your time. www.webresults.ie Unit 6F, Nutgrove Office Park, Rathfarnham, Dublin 14 Contact: info@webresults.ie (01) 207 1872
  • 68. Web Marketing Activities Samsung LED-illuminated sheep running around the Welsh countryside Attracted nearly 8.5 million views on YouTube and continues to be the topic of discussion on blogs across the web. The "is it real or not" quality proves once again to be YouTube gold. http://www.youtube.com/watch?v=D2FX9rviEhw&feature=playr _embedded