Brad Kleinman of WorkSmart eMarketing discusses 'the New Social Web' at the New Philadelphia Chamber event on May 15th, 2009. Learn more at http://www.worksmart-emarketing.com

1. Making the Web Work for You!
Brad Kleinman
Email – Brad@WorkSmart-eMarketing.com
Follow me on Twitter - @BradKleinman

2. About The Speaker – Brad Kleinman

3. Session Outline
• Accountability
• Web 1.0 -> Web 2.0
• Social Media Trends
• Benefits of eMarketing
• Creating your Marketing System
• Specific eMarketing Techniques
– Website Optimization
– Email Marketing
– Search Engine Optimization
– Social Media Optimization
• Question and Answer

4. Caveat #1 – The 80/20 Principle

5. Caveat #2 – Water from a Firehose

6. Caveat #3 – Have Fun!

7. Caveat #4 – Marketing Foundations

8. Accountability

9. The New Web

10. The New Web
• A user driven virtual world
– User driven content
– Rich, interactive and user-friendly
– Community and Social Network
– Incorporation of Video and Mobile
Ex. Blogs, wikis, social networks, online video, etc

11. The Machine is Us/ing Us

12. What is Web 2.0?

13. Benefits of eMarketing
• Easy to use
• Easy to quantify
• Easy to customize
• Easy to interact with users
• Time Efficient
• Cost efficient
• High Return on Investment

14. Statistics & Trends
• Social media trends
– Facebook over 200M, 500-700K users per day
– A blog is created every half second
– Over 150K videos uploaded to YouTube every day
– 75% of adults 18-24 are on social networks

15. Budget Line Increases VS Decreases

16. Significant Barriers to Adoption

17. Creating Your Marketing System

18. Optimizing Websites for Conversion
• Design
– Capture viewers attention immediately
– Make sure you have a call-to-action
– Get them to come back
• Analysis
– Google Analytics
– Google Optimizer

19. Capture Attention Immediately

20. Engage your users

21. Google Analytics – Tracking Success

22. Tracking Goals in Google Analytics

23. Website Best Practices
1.) Make it EASY to buy
2.) ENGAGE your users
3.) Make sure you GET their email

24. Use Email Marketing!
• Offer a value-based monthly newsletter
• Cost effective
– ~ 500 = $15/month
• View opens and clicks
– Know exactly who opened it and when
• Develops relationships
– You open email from people you trust

25. Email Marketing Best Practices
1. Focus on users needs (80%/20%)
2. Have a call to action
3. Track results and follow-up

26. Organic VS Paid Search

27. SEO VS PPC

28. eMarketing Best Practices – SEO
1. Use title tags
2. Key in to your keywords
3. Inbound links!

29. RSS – The common denominator

30. The Technology & The tools

31. Facebook – The Social Network

32. Getting Started
• Edit your profile
– Basic info
– Personal info
– Contact info
– Education and work

33. Facebook Basics

34. What’s on your mind?

35. Facebook for Business – Events

36. Facebook Connect

37. Facebook for Business – Public Profiles

38. Facebook Pages – Step 1
Pick a category and name

39. Facebook Pages – Step 2
Upload your picture

40. Facebook Pages – Step 3
Add your information

41. Your ‘Canvas’

42. Facebook Pages – Step 4
Customize Your Page

43. Bring in custom graphics/flash!

44. Facebook Pages – Step 5
Publish!

45. Facebook Pages – Step 6
Update it regularly!
Post photos of
Add video clips of your
products, employees,
company in action
and customers
List an event for your Write a note about
grand opening sales upcoming promotions

46. Using LinkedIn

47. Using LinkedIn

48. Groups on LinkedIn

49. Groups on LinkedIn

50. Using Twitter

51. Getting Started with Twitter

52. Getting Started with Twitter

53. Getting Started with Twitter

54. Twitter
1. 90% / 10%
– Focus on giving it away
2. Use Search.Twitter.com for real-time tweets
– RSS -> Email
3. Use a URL shortener
– Cli.gs
4. Retweet! (RT)
– Evangelist re-tweeting system
5. Use #LWL hashtag
– Hashtags.org to track

55. Create a Sharing System
Post it to Digg, Reddit,
Find interesting content?
Stumbleupon, Delicious
Post it
• Facebook
• Profile
Shorten the URL with Cli.gs • Facebook Page
• Twitter
• Encourage Retweeting

56. Creating Your Marketing System

57. Making the Web Work for You!
Brad Kleinman
Email – Brad@WorkSmart-eMarketing.com
Phone – (216) 339 – 0353
Follow me on Twitter - @BradKleinman