49. What is Public
Relations?
The practice of managing the public
image of a company, organization, or
person.
50. Do I still need to write
press releases?
• Short answer, maybe.
• What are they good for?
• SEO
• Traffic
• Buzz
• Other ways to disseminate information
51. When should you write
a press release?
• Announce a new product or service
• Case studies with clients/customers
• New employees
• Awards or third party recognition
52. What to Include?
• Just text??
• Logo/Photos
• Video
• Hyperlinks
• Quotes
66. Participate
• When it’s appropriate?
• When it’s not...
• Ways to participate:
• Comment
• Bookmark
• Post News
67. Create
• Content should be appropriate to your
brand and product or service
• Blogs and social networking sites like
Facebook are a great place to start!
• Branch out to other areas as appropriate
to your audience
68. Transparency...
• Double-edged sword
• Be cautious
• Create a social media policy
http://123socialmedia.com/2009/01/23/
social-media-policy-examples/
http://gretemangroup.com/blog/index.php/
2009/01/social-media-policy/
77. Brandon Eley
Interactive Director, Kelsey Advertising & Design
brandon@kelseyads.com
Online Marketing Inside Out
Released May 2009
www.brandoneley.com
www.kelseyads.com
78. Online Marketing Inside Out
by Brandon Eley & Shayne Tilley
Chapter 1: The Changing Face of Marketing
Chapter 2: 21st Century PR and Media
Chapter 3: Turn Page Views into Profit
Chapter 4: Search Engine Optimization
Chapter 5: Social Media
Chapter 6: Email Marketing
Chapter 7: Affiliate Marketing
Chapter 8: Online Advertising
Chapter 9: Tying It All Together
Notas del editor
Introduce Yourself
Interactive Director @ Kelsey
Owner, 2BigFeet
Author, Online Marketing Inside Out
Going to talk about
- State of the Industry
- Online Advertising
- Email Marketing
- 21st Century PR
- Social Media
- Monitoring Your Brand Online
Questions at the end of each segment
Don’t worry about writing down info on slides - video/slides up afterward
Little About Me
2BigFeet since 1999
Working with clients since 2000
Online advertising a 55 BILLION industry by 2014
Pretty obvious that old school marketing is ineffective
as such online advertising will continue to increase, as some forms of offline advertising decrease
Email and mobile marketing on the rise
Social marketing off the chart
Still early days, good time to invest in social media get a foothold
No surprise
Advertisers are going to spend more of their marketing budgets online
Broad topic - covers many different types of advertising
Mainly talking about Google ads
Measurability
Track the effectiveness, easy to change as needed
Highly targeted
Don’t waste time on people who aren’t your customers
Permission Marketing
Not about interrupting
Interaction
One of only method of advertising that allow you to interact
Measurability
Track the effectiveness, easy to change as needed
Highly targeted
Don’t waste time on people who aren’t your customers
Permission Marketing
Not about interrupting
Interaction
One of only method of advertising that allow you to interact
Measurability
Track the effectiveness, easy to change as needed
Highly targeted
Don’t waste time on people who aren’t your customers
Permission Marketing
Not about interrupting
Interaction
One of only method of advertising that allow you to interact
Measurability
Track the effectiveness, easy to change as needed
Highly targeted
Don’t waste time on people who aren’t your customers
Permission Marketing
Not about interrupting
Interaction
One of only method of advertising that allow you to interact
Banner and Text ads by far the most popular form of online advertising
Text ads
- Google PPC
- Highlighted text in content
Display ads
BANNER ADS
Banner and Text ads by far the most popular form of online advertising
Text ads
- Google PPC
- Highlighted text in content
Display ads
BANNER ADS
Banner and Text ads by far the most popular form of online advertising
Text ads
- Google PPC
- Highlighted text in content
Display ads
BANNER ADS
Banner and Text ads by far the most popular form of online advertising
Text ads
- Google PPC
- Highlighted text in content
Display ads
BANNER ADS
Banner and Text ads by far the most popular form of online advertising
Text ads
- Google PPC
- Highlighted text in content
Display ads
BANNER ADS
CPM - Paying for impressions
- often used for banners
CPC - Paying for visitors
- most common
CPA - Paying for conversions
- relatively new, what is a conversion?
- think affiliate program
Examples:
Restaurant
Service business
Retail business
Qualified leads convert better
Examples:
Restaurant
Service business
Retail business
Qualified leads convert better
Examples:
Restaurant
Service business
Retail business
Qualified leads convert better
Examples:
Restaurant
Service business
Retail business
Qualified leads convert better
Examples:
Restaurant
Service business
Retail business
Qualified leads convert better
Top 3 ads
all listings on right
Notice the local business results
Can target locally so only visitors in your area see your ads