2. • Online advertising is a form of promotion that
uses the Internet and World Wide Web to
deliver marketing messages to attract
customers.
• Examples :
contextual ads on search engine results pages,
banner ads,
Rich Media Ads,
Social network advertising,
interstitial ads,
online classified advertising,
advertising networks and
e-mail marketing, including e-mail spam.
3. Two of the best free ways to make
use of web advertising are blogging
and social media advertising.
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23.
24. Dell
• In 2005, Dell didn’t have a blog.
But one of their customers did…
25.
26. Dell’s customer strikes back
• This customer was very upset with Dell’s
customer service.
• He wrote about his experience on his blog.
• So did another blogger, whose post was
so popular, it led to the creation of a new
term for Dell…
27. • If you search for Dell Hell in Google, that
guy’s post is the first result.
• As a result, Dell got negative press
coverage in the New York Times and Wall
Street Journal.
28.
29. • Dell didn’t have a blog, so they were
unable to communicate with the angry
blogosphere.
31. “In the age of customers empowered by
blogs and social media, Dell has leapt
from worst to first." - Jeff Jarvis, Business
Week
First step: Dell dispatched technicians to
reach out to complaining bloggers and
solve their problems, earning pleasantly
surprised buzz in return.
33. Dell saw a 27 point decrease in negative
blog posts, from 49 percent at the peak
of Dell Hell to the current 22 percent.
Cost would have been hundreds of millions
for similar ad campaign.
34. Michael Dell:
"A company this size is not going
to be about a couple of people coming up with
ideas. It's going to be about millions of people and
harnessing the power of those ideas."
35. From the blog:
“A Comcast technician came to replace a
faulty modem. After spending an hour on hold
with Comcast's central office, he fell asleep on
my couch.
I've been in my apartment for three weeks
and my internet connection is still non-
functional. This is my tribute to Comcast,
their low quality technology and their poor
customer service.”
36. • Number of views on YouTube: 1,181,809
• See the movie
37. AOL - cancel my account!
• Vincent Ferrari wanted to cancel his AOL
account. It took him 21 minutes of
frustration to succeed. At one point the
AOL rep asked 30 year old Ferrari to
speak to his dad.
• Unfortunately for AOL, Ferrari recorded
the conversation and published it on
YouTube.
38. AOL - cancel my account!
• Video covered on MSNBC and elsewhere
• Number of views on YouTube: 218,391
• See the movie
