Guest lecture for the Stockholm School of Economics on May 10, 2011. This presentation also used the YEL program developed by Vincent van Witteloostuyn from the GfK Group.

1. Digital Marketing Advice & Tactics Paul M. Di Gangi, Ph.D. www.paulmdigangi.com

3. I am an expert of many things…

4. I am confident I can speak intelligently about the…

5. But there are things that I am still learning… so we are in this together!

6. I Start w/ Questions

7. < 1 >

8. How do I put myself in the right mindset?

9. Web Marketing is about strategy

10. Start with your vision

11. Break it down to its core

12. Identify the right tools

13. To craft a story/message

14. Satisfied Customers

15. 2 heads are better than 1 Technology & Strategy

16. < 2 >

17. What tools are there?

18. Create a networked strategy

19. There are both front-end tools (e.g., specific technologies such as blogs, social media, interface design) and back-end tools (e.g., search engine optimization, web intelligence/analytics) that help with your advertising campaign. http://www.flickr.com/photos/jannem/3312115991

20. Back-end Tools Getting your customers there first

21. Search Engine Optimization Finding your diamond in the rough

22. Search engine optimization (SEO) “is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.” How?

24. Web Crawlers Meta-data (tags, keywords, site descriptions) Scripted language included in websites that allows crawlers, search engines, and other applications to identify and categorize your site.

25. The Open Directory Project is the largest, most comprehensive human-edited directory of the Web. It is constructed and maintained by a vast, global community of volunteer editors. The Open Directory is the most widely distributed data base of Web content classified by humans. Its editorial standards body of net-citizens provide the collective brain behind resource discovery on the Web. The Open Directory powers the core directory services for the Web's largest and most popular search engines and portals, including Netscape Search, AOL Search, Google, Lycos, HotBot, DirectHit, and hundreds of others.

26. Linking http://www.youtube.com/watch?v=WirXesPXT1o

27. Tracking & Intelligence http://www.youtube.com/user/googleanalytics Tutorial Recommendation:

28. Front-end Tools What keeps them there?

29. Design What should I consider when building?

30. KISS E E P T I M P L E T U P I D

31. @DellOutlet has been one of the biggest success stories amongst big companies using social media. For those unaware, @DellOutlet is a Twitter account owned by Dell that tweets out major discounts for Dell computers and products. All of the deals on @DellOutlet are Twitter-exclusive. ~ Mashable.com

32. @DellOutlet began in June 2007 as a project initiated by Dell’s Richard Binhammer. Soon though, it started to grow, creating buzz, retweets, and a steady rise in followers. ~ Mashable.com

33. Pepsi For those who think young Alignment

34. Alignment Pepsi For those who think young

36. < 3 >

37. How should I advertise?

38. Create a networked strategy

39. Possible Future?

40. http://www.youtube.com/watch?v=VQ3d3KigPQM Current Brand Affiliation

41. http://www.youtube.com/watch?v=GkHNNPM7pJA Future Digital Storytelling

43. Entertaining

44. Similar to old

45. Focuses on using a single technology to distribute message

46. Event/Experience oriented

47. Active

48. Exploratory

49. Network-based

50. Leverages strengths of various technologies to craft an experience/activity