Download SBDC Introduction to Internet and Social Media Tools

Introduction to Internet and Social Media Tools
Introduction
• What is Introduction to Internet and Social
Media Tools?
A seminar class for basic knowledge of what
internet and social media tools are and how
they can be used for the benefit of your
business.
Who is this guy that is telling us this stuff?
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Goals of the Seminar
• Basic understanding of the terminology of
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the internet and social media.
Building a foundation to make good
decisions about website development and
social media.
Begin preparation to set up a basic website.
Who are you?
Please introduce yourself, your business (if you
have one), and what you would like to get out
of our time together.
Support Materials
• Course Website:
http://sbdcinternetmarketingintro.weebly.com/
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Handouts
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Worksheets
Main Topics
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Marketing Strategy
Branding/Identity
Know your tools
Websites
Social Media
Direct Marketing
Online Strategy
Marketing
Strategy
Marketing Strategy
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Creating an Identity/Brand
Know your internet based tools
Choosing your tools
Online Strategy
Identity
• What do you do or sell?
• What makes you different from the
competition?
Look at the best practices of competition.
o What are they not doing?
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Key words describe your company
Tag Line
Logo
Definition: Brand
• Any brand is a set of perceptions and
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images that represent a company, product or
service.
While many people refer to a brand as a
logo, tagline or audio jingle, a brand is
actually much larger.
A brand is the essence or promise of what
will be delivered or experienced.
Branding
• At the end of the day, all branding is founded
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upon telling customers who you are, what
you do and how you do it.
The ways in which you do it can be different
than the way other companies do it, but the
goals are always the same.
Resource - Marketing 101
Brand Visuals
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Logo
Colors
Fonts
Pictures
Tools Overview
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Basic Online Presence
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Directories, Yellow Pages, Google Places
Websites
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Basic, Informational, eCommerce, Communications
Social Media
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Facebook, Twitter, Google+, Linkedin, Pinterest
Advertising
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Banner ads, Google AdWords
Direct Marketing
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Email Marketing, Newsletters
Online
Tools
Basic Web Presence
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Google Places
Local Directories
Internet Yellow Pages
Google Places
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Free online business listings by Google
http://www.google.com/places/
Examples
Google AdWords Express
Business Photos
SmartPhone Apps
Local Directories
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Local Directories are online business listings
http://flagstaff.findlinks.com/
http://flagstaff.areaconnect.com/
http://flagstaffcentral.com/
Yellow Pages
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Internet Yellow Pages have a wider scope
www.yellow.com/
www.localpages.com/yellowpages/
www.yellowpages.com/
www.superpages.com/
www.internetyellowpages.com
eCommerce Sites
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Amazon Stores
eBay Stores
Etsy
Artfire
Websites
Definition:
Website
A website, also written as Web site, web site, or
simply site, is a set of related web pages
containing content (media) such as text,
images, video, audio, etc.
Definition:
URL
Abbreviation of Uniform Resource Locator
(URL) it is the global address of documents
and other resources on the World Wide
Web.
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ftp://www.pcwebopedia.com/stuff.exe
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http://www.pcwebopedia.com/index.html
Definition:
IP Address
• An identifier for a computer or device on a
TCP/IP network. Just like a street address
for computers and network devices.
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Networks route messages based on the IP
address of the destination.
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192.168.1.22 - internal network address
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24.121.185.13 - intenet address
Definition:
Domain Name
• Domain names are used to identify one or
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more IP addresses. For example, the
domain name microsoft.com represents
about a dozen IP addresses.
Domain names are used in URLs to identify
particular Web pages.
Domain names also can identify connected
email addresses
Definition:
Web Servers
• Web servers are computers that deliver
(serves up) Web pages.
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Every Web server has an IP address and
possibly a domain name.
Definition:
HTML
• Short for HyperText Markup Language, the
authoring language used to create
documents on the World Wide Web.
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HTML defines the structure and layout of a
Web document by using a variety of tags
and attributes.
Definition:
Hosting
A Web host is in the business of providing server
space, web services and file maintenance for web
sites controlled by individuals or companies that do
not have their own Web servers.
Examples
http://www.godaddy.com/
http://www.1and1.com/
http://webhostinggeeks.com/
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Choosing a
Domain Name - Do's
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Brainstorm 5 Top Keywords
Make the Domain Unique
Only Choose Dot-Com Available Domains
Make it Easy to Type
Make it Easy to Remember
Keep the Name as Short as Possible
Choosing a
Domain Name - Don'ts
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Avoid Copyright Infringement
Reject Hyphens and Numbers
Don't Follow the Latest Trends
Don't make it too long
Don't get too cute
Choosing a
Domain Name - Tools
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Brainstorming
Use a Domain Selection Tool
http://sixrevisions.com/resources/12excellent-tools-for-picking-a-domain-name/
Basic Website
Structure
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Home Page
About Us
Contact Us
Products/Services
Blog/News
Site Map
Worst Practices
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Huge, unbroken paragraphs of text
Too many links/sections
No clear function
No call to action
Pages which are half-done or half-thought
No Pictures
Best Practices
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Text
Visuals
Structure
Navigation
Examples
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http://www.designshard.com/inspiration/25-examples-of-clean-and-well-designed-web-sites/
http://inspiredm.com/10-inspiring-small-business-websites-that-set-new-webdesign-standards/
http://vandelaydesign.com/blog/galleries/ecommerce-websites/
Best Practices:
Text
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Clear, concise writing
Clear fonts - basics - Sans Serif, Times,
Large enough to see
White space
Break up into smaller paragraphs
Not everyone is a writer
Best Practices:
Pictures
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File Formats - JPG or .GIF and .PNG
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Resolution
File Size - keep it small as possible
Tag Pictures
Best Practices:
Navigation
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Clear and Simple
Not too many clicks
Site Map
Worst Practices
Website
Development
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Professional vs DIY
Templates
SiteBuilders
DIY Advantages
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Ownership of domain name
Control
No fees for updating
Bring more of your own "feel" to it
Professional Web
Developers
Advantages
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Professional
Can help with pictures and text
Disadvantages
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Costly
Less Control
Updating
Key Point:
Domain Control
• Make sure you own your domain name not
the web developer
DIY Web Design
Tools
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Site Builders
Word Press
Dreamweaver or Alternatives
Site Builders
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Template oriented sites
Easy to use (usually)
Great place to start and learn with
Prepares you if you ever end up working with a
professional
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Example
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Weebly
Word Press
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Blogging platform that is also used for building
websites.
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Template based
Flexible platform with many extensions
Always changing
Can be "broken"
Not "easy"
Dreamweaver
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Installed software
Costs to buy
Need to have hosting
Not for the beginner
Alternatives
Mobile Websites
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Formatted for small screens
Simple Navigation
Fewer Pictures
Can be separate sites
Definition:
Key Words
• A word used by a search engine in its search
for relevant Web pages.
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Every time you do a google search, you are
using key words.
Definition:
Search Engine
• Search engines are programs that search
documents for specified keywords and
returns a list of the documents where the
keywords were found.
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The term is often used to specifically
describe systems like Google, Bing and
Yahoo! Search that enable users to search
for documents on the World Wide Web.
Definition:
SEO
• Short for search engine optimization, SEO is
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the process of increasing the amount of
visitors to a website by obtaining a highranking placement in the search results page
of a search engine (SERP).
The higher a website ranks in the results of a
search, the greater the chance that that site
will be visited by a user.
Web Analytics
Web analytics is a generic term meaning the
study of the impact of a website on its users.
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How much traffic?
How did the user get there?
How long did they stay?
What did they look at?
Google Analytics
• Google Analytics lets you measure sales
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and conversions.
It also gives insights into how visitors use
your site, how they arrived on your site, and
how you can keep them coming back.
http://www.google.com/analytics/
Web Design I
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Using Weebly
Templated
Hands on
Will leave with a basic website
Social Media
Definition:
Social Media
Social media is the buzzword that is used to
describe a variety of Web-based platforms,
applications and technologies that enable
people to socially interact with one another
via the Web.
Definition:
UGC
User Generated Content - posts, responses,
blogs, twitter, reviews, and so on...
Social Media
Platforms
• Blogging
• Facebook
• Twitter
• Linkedin
• YouTube
• Google +
• Pinterest
• Other Online communities
Definition:
Blogging
• (n.) Short for Web log, a blog is a Web page
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that serves as a publicly accessible personal
journal for an individual. Typically updated
daily, blogs often reflect the personality of
the author.
(v.) To author a Web log.
Other forms: Blogger (a person who blogs).
Blogging Platforms
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Blogger
WordPress
Tumblr
10 Top Blogging Platforms
FaceBook
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Connects people with friends and others who work,
study and live around them.
People use Facebook to keep in touch with friends,
post photos, share links and exchange other
information.
Businesses use Facebook to connect with
customers.
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http://www.facebook.com/KickStandKafe
http://www.facebook.com/Fizz.Bath.Shop
Twitter
• A free social messaging tool that lets people
stay connected through brief text message
updates up to 140 characters in length.
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Twitter is based on you answering the
question "What are you doing?"
575,600,000 Accounts
Linkedin
• LinkedIn is a professional, business-oriented
social networking site. Users can create a
profile that is akin to a resume.
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Companies also can have profile information
and ties to their employees.
Professional groups are a big part of
Linkedin.
YouTube
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Video Channels
Can be creative outlet
Informational
Event Footage
YouTube.com
Google+
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Social media platform similar to FaceBook
Not been a huge success
Still new and may grow extensively
https://plus.google.com
Pinterest
• Pinterest uses a system of "boards" which is
a collection of photos on any topic you
choose to pin about.
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On the Pinterest website the word pin is
used to mean any image added to Pinterest,
while the word board means a set of pins.
Other Online
Communities
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Del.icio.us
Digg
Wikipedia
Yelp
Direct
Marketing
Direct Marketing
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Email Marketing
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Direct Marketing
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Newsletters
Online Advertising
Email Marketing
• A type of direct digital marketing that uses
electronic mail as the marketing
communication delivery method.
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Email marketing is used for brand and
customer loyalty building, acquiring or
converting customers, company
advertisements, or for communicating
promotional offers and more.
Definition:
Spam
• Electronic junk mail or junk newsgroup
postings. Some people define spam even
more generally as any unsolicited e-mail.
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Real spam is generally e-mail advertising for
some product sent to a mailing list or
newsgroup.
Definition:
opt-in emails
• A term that refers to promotional e-mails that
have been requested by the individual
receiving them.
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Unlike spam, opt-in e-mails are only sent to
people who specifically request them.
Email Marketing
Platforms
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Constant Contact
Mail Chimp
Vertical Response
Email Marketing Tips
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Do not spam!
Do not buy lists.
Build your lists but allow to opt out.
Online Advertising
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Google Words
Banner Ads
FaceBook Ads
Google AdWords
• AdWords (Google AdWords) is an
advertising service by Google for businesses
wanting to display ads on Google and its
advertising network.
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The AdWords program enables businesses
to set a budget for advertising and only pay
when people click the ads.
Banner Ads
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Direct ads placed on specific websites
Can work if you know other sites that your
clients might go to
FaceBook Ads
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Direct ads placed within Facebook
Can be targeted by geographics and
demographics
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Not sure how effective they are
Online
Strategy
Pulling it all together
Digital
Traditional
Marketing
Mix
SEO, Ads, Blogs,
Social Media, Mobile,
Feeder Sites
Print/Ads, TV/Radio,
Events/Expos, Telesales.
other
Traffic to Master
Website or
Facebook Page
AWARENESS
MANY
INTEREST
SOME
FEW
ACTION
Online Strategy
Engagement
REPEAT CLIENTS/CUSTOMERS
Posting, responding to
posts, polling, specials,
reviews
Building an online
strategy 1
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Define your outcome. Exactly what business
purposes and online objectives do you want to
achieve?
Identify your traffic sources. Who do you want to
visit your site, and how will they find your business
online?
Create focused content. What kind of content will
best serve your purposes – and where will it come
from?
Building an online
strategy 2
• Plan your Web presence. Which online
properties – website, blog, newsletter, social
network – will you use to create relationships
with your targeted audience?
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Track and test your results. How will you
track and test your online efforts to get better
business results?
Choosing your "tools"
What are the tools that your company will use?
The main tools of the trade are:
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Website
Social Media
Direct Marketing
The mix of tools and use of each is a part of
your strategy.
Wrap up and what's next
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Website 1
Bring your stuff - Checklist
Follow up