Internet marketing strategy

A reputation once broken may possibly be
repaired, but the world will always keep their eyes
on the spot where the crack was. …………..
Joseph Hall

Mumbai.Delhi.Chandigarh

Why Online reputation management
matters to you

• We have now reached a time
where your Brand reputation is
available to be viewed by
anyone, any time.

• In the internet age, your
‘brand’ or identity is never off
duty and your reputation is
always ‘switched on’.


REPUTATION ACTION
As an experiment, log on to your computer and type in your
brand on any search engine. The odds are that you will
appear on one or more websites, not just in a
professional capacity but also in a private, social capacity.

If you don’t show up in a Google search for your
name or product, you don’t exist
William Arruda – Branding Expert


• Why anyone would want to find out about you?

• What people want to find out about you?

By understanding this you are taking the first
step to being in control of what they find
when they search for you.


You can then proceed to thinking
about whether you are:
Promoting yourself/Brand

Protecting your brand
reputation

Or

Connecting with like-minded
professionals.


Once you have answers to all the questions,
It’s time to design and implement

for your Brand


OPTIMIZE ONLINE PRESS
RELEASE WITH PLACEMENT
OUTCOME
(Click the arrows
ON WEBSITES
to know more)


Blog site-Business blogging

As the power of search
visibility, as a brand 2007 2008 2009
builder gains
popularity, Blog sites
are taking center stage.
Blogging is one of the
fastest ways to build
your visibility and your
audience online.


company visit your online Online media room
Bloggers who cover your

With your internet strategy
in place, journalist will come
media room.

to find information on your
industry.
Their needs are completely
different from your average
visitors. An online media
room is vital if you want to
be in the head lines.


Optimize online press releases
With placement on websites

Yahoo! News and Google news
have a bigger audience than
CNN or the BBC.
The internet is the number one
choice for news in the 16-65
year old group.
If your press release are not
optimized and seen in the
news engines you are missing
your best audience.


Keywords research &
Optimized content
A good website starts
with keyword
research.
When you know what
your online audience
is searching for you
can optimize your site
correctly.


E-postcards
Rich media-sound, Images and
animation-increase retention
of your name and
your message by 60%.

e-postcards are a vibrant
and interesting way to send
your message.


RSS feed and content syndication
Tipped as the hottest online strategy for
2005, RSS feeds increase the reach of your
content.

RSS feeds are also a new way to alert
journalists to your news.


Web metrics and analytics
Monitoring and adjusting
your internet marketing
strategy means you have to
know exactly who is
coming to your site and
what is working.

Analyzing the log files will
tell you what actions to
take next.


Website Optimization

The purpose of an internet
marketing strategy is to
drive traffic to your website.

If the site is not optimized it
will never be found and it
will not convert your
visitors to customers.


Online Newsletter
Research shows that it takes on average
7 visits to a site before they do
business with you.

An online newsletter
allows you to start
conversation with them
and build a relationship.


Social Media

Social media consists of websites
where people create and share
content. Sites like
MySpace, Facebook, Twitter and
Flicker.

All encourage their users to generate
their own content and then share it.
It’s the ultimate word-of-mouth.


SOCIAL MEDIA STATISTICS 2010
TWITTER
• 55% female tweeters, 45% male

• As of January 2010 nearly 75,000,000 users

• Some 50 million tweets a day

• About 20% users are active

• 347% jump since a year ago in people accessing the site via
mobile browser which is 4.7 million


• More than 400 million active users
• 50% of active users log on to facebook any time on a given
day
• More than 35 million users update their status each day.
• An average user has 130 friends on his facebook profile.


• Average user sends 8 friend requests per month

• Average user spends more than 55 minutes per day on
facebook.

• There are more than 100 million active users currently
accessing facebook through their mobile devices.

• People that use facebook on their mobile devices are twice
more active on face book than non-mobile users.


MYSPACE
• 125 million users, still one of the largest social networks

• Daily traffic is down from 61 million to 52 million since October 2009

• Male/Female ratio is 50%

• Largest age group is 18-34

• 11.4 million people access site via mobile browsers.


YOUTUBE

• 2nd largest search engine, after Google

• Surpassed Yahoo! in August 2008

• U.S internet users watched 32.4 billion videos in January
2010-YouTube .com accounted for nearly 99% of all videos
viewed.


LINKED IN
• The sites traffic is up in the recession.

• It has over 60 million members

• Adding new members at the rate of about 1 member per
second

• Its gone from about 3.6 million unique monthly visitors a
year ago to 7.7 million today

• When linked in launched in 2003, it took 477 days to reach
first million members, the last million only took 12 days.
(October 09)


YELP & WIKIPEDIA

• Yelp had 25 million daily • 3,246,027 content pages or
unique visits in August articles.
2009
• 12,054,067
• Over 7 million reviews on registered users.
the site to date on October
6, 2009.


Alexa Ratings
REACH (% of global Internet
WEBSITE TRAFFIC RANK users who visit following
sites every day)
Facebook 3 35.68000

Twitter 9 7.95000

YouTube 5 24.39000
Yahoo! 4 26.30000
Linked 11 2.83000
Google 1 42.98000
Wikipedia 8 13.00000


The popularity of social media is
undeniable

Three of the world’s most popular
brands online are social-media related
(Facebook,YouTube and Wikipedia)

The world now spends over 110 billion
minutes on social networks and blog
sites.

Equates to 22 percent of all time online
or one in every four and half minutes.


Social network or blog sites are visited by three quarters of
global consumers who go online,

Number of people visiting these sites increased by 24% over
last year.

The average visitor spends 66% more time on these sites than a
year ago, almost 6 hours in April 2010 versus 3 hours, 31
minutes last year.


WORLD’S MOST POPULAR BRANDS ONLINE / April 2010

% of World’s Internet Time per person/per day
Brand Population visiting brand (hh:mm:ss)
Google 82% 1:21:51
MSN/Windows Live/Bing 62% 2:41:49
Facebook 54% 6:00:00
Yahoo! 53% 1:50:16
Microsoft 48% 0:45:31
YouTube 47% 0:57:33
Wikipedia 35% 0:13:26
AOL Media Network 27% 2:01:02
eBay 26% 1:34:08
Apple 26% 1:00:28


LISTEN TO THE CONVERSATION MEASURE RESULTS

ENGAGE AND FACILITATE
ESTABLISH SHARE OF VOICE
CONVERSATIONS

SET GOAL/BENCHMARK CREATE AND DELIVER THE CONTENT

FIND BLOGGERS AND COMMUNITIES PICK TOOLS

IDENTIFY INFLUENCERS DEVELOP A CONTENT STARTEGY


LISTEN TO THE CONVERSATION
Tap into the online conversations to find out
who is talking about you, what they are
interested in and where they are “saying it”


ESTABLISH SHARE OF VOICE

There are a million of
conversations happening
every day.

When you tap into the
ones about your
industry, What share of
voice do you have ?


SET GOAL/BENCHMARK

Use the
information
and insights
you get to set
the goals, you
should pursue
in social media.


FIND BLOGGERS AND COMMUNITIES

You have to know where
the conversations and
discussions are taking
place, so you can
allocate your resources
for best ROI.


IDENTIFY INFLUENCERS

What/who influence’s
people has changed
dramatically in the last
few years.

Who do your customers
trust?


DEVELOP A CONTENT STARTEGY

Success in social
media depends on the
quality of your
content its about
engaging people.


PICK TOOLS

Should you have a face
book page? Should you be
on twitter?

Now when we know what
to choose, the tool should
be used wisely.


CREATE AND DELIVER THE CONTENT

Once you have a content
strategy, bright ideas will
naturally flow, about what to
create and how to deliver
this content.


ENGAGE AND FACILITATE
CONVERSATIONS

Social media is about a two
way flow of conversation.

People are no longer willing
to be passive bystanders
they want to be part of the
conversation.


MEASURE RESULTS

• Understand the rules of your • Define your reputation online
reputation and how to using simple steps and
maximize your online visibility techniques

• Separate out the personal you • Get your personal details to
from the professional you where your target audience
can find them
• Appear higher on the major
search engines when • Monitor and manage your
someone searches for you reputation online with crisis
management strategies


Internet marketing strategy

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