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Guest Lecture at Ann Iverson's advertising class at Rice University February 9, 2010.

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www.flickr.com/photos/torley/3770617564 Welcome to the Marketing of the FUTURE Web marketing and online business interaction basics Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com
“Fred” 428,519,032 Channel Views
Cell phone anthropology
A whole new world www.flickr.com/photos/trilogicom/4033784093
What we’ll talk about... • Tapping into Human Motivation • Web marketing fundamentals • Storytelling tools on the Web http://www.flickr.com/photos/23373808@N07/3988177683/ Building a future on the Web - one site + network at a time Find this presentation: www.slideshare.net/eschipul
Whales are really cool www.flickr.com/photos/hermida/1172559258
Winter vacation anyone? www.flickr.com/photos/marvenic/3376635617
3 Motivations of www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
Why do you do what you do? Social Material Ideologic www.flickr.com/photos/barackobamadotcom/3008253269/in/set-72157608716313371/ www.flickr.com/photos/14816925@N00/19845761/
10 Web marketing fundamentals 1. Headline 2. Make your service the Hero 3. “Call to action” 4. Branding consistency 5. Make it easy to contact you
10 Web marketing fundamentals 6. Appropriate imagery / color 7. Optimize your content 8. Testimonials! 9. Interact intelligently 10. Privacy is key
Your online tools www.flickr.com/photos/limonada/543042006
Listen, respond Social and connect Media Experiment until Rock they get it right Star-dom? Unique + stand out from crowd
All about... Blogs
Mac the baby elephant (2006 - 2008) •Mac naming contest (7500 entries) •Mac’s birthday card contests •Elephant adoption packets (thousands sold and increased awareness) Celebrating the life of Mac, the baby elephant www.houstonzooblog.com
Embeddable pics and videos Elephant endotheliotropic http://www.youtube.com/user/houstonzoo herpesvirus (EEHV) Research Fund Drive 1000’s of personal Stories Helping a Community heal after a tragic loss www.houstonzoo.com/mac http://www.houstonzoo.org/herpesvirusresearch/
300 million Facebook-ers 307 million Americans
Avoiding someone? BLOCK THEM!
Strong fan following Visual announcements Fan photos Pages are powerful on Facebook! www.facebook.com/pages/Houston-Zoo-Inc/15008187525#
fl 521 photos 53 ‘yes’ 194 ‘maybe’ 888 members
Facebook Causes - Social Fundraising http://apps.facebook.com/causes/beneficiaries/11 Track your top recruiters Feature on your Profile page Chipin on Facebook!
All about... Twitter
Micro-Blogging with Twitter (www.twitter.com) http://www.youtube.com/watch?v=ddO9idmax0o
Twitter includes others in ongoing dialogue Houston Children’s Museum on Twitter: www.twitter.com/cmhouston
How can you play with your audience? www.threadbanger.com/post/12723 www.twitter.com/houstonzoo www.squarespace.com/iphone /www.flickr.com/photos/cybertoad/3211981392/
www.crowdeye.com http://search.twitter.com www.tweetbeep.com Use free tools to track the Twitter buzz...
www.flickr.com/photos/thomashawk/288335335/ Playing with Rich Media
United Way: www.youtube.com/unitedway Zappos: www.youtube.com/user/zappos Schipul: www.vimeo.com/schipul
NPOs share their challenges and triumphs through photos http://flickr.com/photos/camera_rwanda NPOs can qualify for free account: www.flickr.com/good
Tap into the Collective creativity! http://www.flickr.com/houstonzoo/ http://www.flickr.com/photos/sulla55/3402883279/ http://www.flickr.com/groups/houstonzoo/ http://www.flickr.com/groups/houstonzoophotooftheweek/
http://www.flickr.com/photos/jfchenier/76721307/ (keep track of the Story)
IceRocket: www.icerocket.com Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com
Listening and Engaging: Tracking Tools Due diligence on your Story www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
Addictive and essential Google Reader: www.google.com/reader
Let’s digest ALLL this brain candy! • Find the tools that work for you • Master the art of listening • Discover your audience’s motivation www.flickr.com/photos/49503124519@N01/2191110642/ Tying Community building and Web tools together Find this presentation: www.slideshare.net/happykatie
Ed Schipul // CEO Schipul - The Web Marketing Company eschipul@schipul.com (281) 497.6567, ext. 500 Personal Brand page: www.schipul.com/eschipul Blog: www.eschipul.com Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul

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Rice Marketing 2010 Es

  • 1. www.flickr.com/photos/torley/3770617564 Welcome to the Marketing of the FUTURE Web marketing and online business interaction basics Ed Schipul | Schipul - The Web Marketing Company | www.schipul.com
  • 4. A whole new world www.flickr.com/photos/trilogicom/4033784093
  • 5. What we’ll talk about... • Tapping into Human Motivation • Web marketing fundamentals • Storytelling tools on the Web http://www.flickr.com/photos/23373808@N07/3988177683/ Building a future on the Web - one site + network at a time Find this presentation: www.slideshare.net/eschipul
  • 6. Whales are really cool www.flickr.com/photos/hermida/1172559258
  • 7. Winter vacation anyone? www.flickr.com/photos/marvenic/3376635617
  • 8. 3 Motivations of www.flickr.com/photos/60533638@N00/2279220049/ www.flickr.com/photos/21314760@N00/935756569/
  • 9. Why do you do what you do? Social Material Ideologic www.flickr.com/photos/barackobamadotcom/3008253269/in/set-72157608716313371/ www.flickr.com/photos/14816925@N00/19845761/
  • 10. 10 Web marketing fundamentals 1. Headline 2. Make your service the Hero 3. “Call to action” 4. Branding consistency 5. Make it easy to contact you
  • 11. 10 Web marketing fundamentals 6. Appropriate imagery / color 7. Optimize your content 8. Testimonials! 9. Interact intelligently 10. Privacy is key
  • 13. Listen, respond Social and connect Media Experiment until Rock they get it right Star-dom? Unique + stand out from crowd
  • 14. All about... Blogs
  • 15. Mac the baby elephant (2006 - 2008) •Mac naming contest (7500 entries) •Mac’s birthday card contests •Elephant adoption packets (thousands sold and increased awareness) Celebrating the life of Mac, the baby elephant www.houstonzooblog.com
  • 16. Embeddable pics and videos Elephant endotheliotropic http://www.youtube.com/user/houstonzoo herpesvirus (EEHV) Research Fund Drive 1000’s of personal Stories Helping a Community heal after a tragic loss www.houstonzoo.com/mac http://www.houstonzoo.org/herpesvirusresearch/
  • 17. 300 million Facebook-ers 307 million Americans
  • 19. Strong fan following Visual announcements Fan photos Pages are powerful on Facebook! www.facebook.com/pages/Houston-Zoo-Inc/15008187525#
  • 20. fl 521 photos 53 ‘yes’ 194 ‘maybe’ 888 members
  • 21. Facebook Causes - Social Fundraising http://apps.facebook.com/causes/beneficiaries/11 Track your top recruiters Feature on your Profile page Chipin on Facebook!
  • 23. Micro-Blogging with Twitter (www.twitter.com) http://www.youtube.com/watch?v=ddO9idmax0o
  • 24. Twitter includes others in ongoing dialogue Houston Children’s Museum on Twitter: www.twitter.com/cmhouston
  • 25. How can you play with your audience? www.threadbanger.com/post/12723 www.twitter.com/houstonzoo www.squarespace.com/iphone /www.flickr.com/photos/cybertoad/3211981392/
  • 26. www.crowdeye.com http://search.twitter.com www.tweetbeep.com Use free tools to track the Twitter buzz...
  • 28. United Way: www.youtube.com/unitedway Zappos: www.youtube.com/user/zappos Schipul: www.vimeo.com/schipul
  • 29. NPOs share their challenges and triumphs through photos http://flickr.com/photos/camera_rwanda NPOs can qualify for free account: www.flickr.com/good
  • 30. Tap into the Collective creativity! http://www.flickr.com/houstonzoo/ http://www.flickr.com/photos/sulla55/3402883279/ http://www.flickr.com/groups/houstonzoo/ http://www.flickr.com/groups/houstonzoophotooftheweek/
  • 32. IceRocket: www.icerocket.com Blogpulse: www.blogpulse.com/conversation + Social Mention: www.socialmention.com
  • 33. Listening and Engaging: Tracking Tools Due diligence on your Story www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  • 34. Addictive and essential Google Reader: www.google.com/reader
  • 35.
  • 36. Let’s digest ALLL this brain candy! • Find the tools that work for you • Master the art of listening • Discover your audience’s motivation www.flickr.com/photos/49503124519@N01/2191110642/ Tying Community building and Web tools together Find this presentation: www.slideshare.net/happykatie
  • 37. Ed Schipul // CEO Schipul - The Web Marketing Company eschipul@schipul.com (281) 497.6567, ext. 500 Personal Brand page: www.schipul.com/eschipul Blog: www.eschipul.com Twitter: www.twitter.com/eschipul Slideshare: www.slideshare.net/eschipul

Notas del editor

  1. Generational conflict -- boomers /