Digital Marketing

Session 6

A Gas Station in the Forest

A web site without effective marketing is like building a gas station in the middle of a forest!

Marketing Your Web Site

Traditional Marketing Television Radio Newspapers Magazines Billboards Direct Mail Word-of-Mouth Internet Marketing Video sharing web sites Blogs, Micro-blogs Social Networks Widgets Search Advertising Direct Email Word-of-mouth

Social media

What is social media?

Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.

What is social media?

A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user generated content.
(Andreas Kaplan and Michael Haenlein)

Businesses also refer social media as consumer generated media (CGM).

What is social media Marketing?

Social media marketing (SMM) uses social media portals to positively influence consumers toward a website, company, brand, product, service, or a person. Typically, the end goal of social media marketing is a conversion, such as the purchase of a product, subscription to a newsletter, registration in an online community, or some other desirable consumer action.

Example on the usage of SM

Social media may have been integral to the Arab revolutions and revolts of 2011. As one Cairo activist put it, "We use Facebook to schedule the protests, Twitter to coordinate, and YouTube to tell the world." YET, you can also use it to market your business.

How Can Social Media Help You?

It can connect you with customers, vendors, and potential business partners Spread the word about your business Increase your credibility and relevance on the Internet

Social media marketing strategy

Think of something that can improve peoples life. Not just to promote your product. Think something that is interesting, not necessary formal of informative (put some jokes or birthday/good luck whishes.).

What is Social Network?

A social networking service is:
An online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, e.g., who share interests and/or activities. Essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Is usually web based provides means for users to interact over the internet, such as e-mail and instand messaging.

Where Content is King

Social Media is all about:
Content Delivery putting it out there Content Visibility letting some people see it Content Virality broadcasting it to EVERYONE!

Word-of-Mouth Marketing
People buy products and services from companies they trust People are more likely to trust a friends recommendation than to trust an ad Positive word-of-mouth increases credibility

Facebook
What is it? Facebook is a social networking web site where users can join networks organized by city, workplace, school, and region to connect and interact with other people Why use it? Create a customizable presence for your business and connect with your customers on a more personal level How to use it? Go to Facebook.com and create a page for your business, advertise your Facebook page and grow your connections

Facebook
Founded on 2004. Main founder Mark Zuckerberg. >500M active users. >200M access FB on mobile phone. Statistic about facebook http://www.facebook.com/press/info.php?sta tistics

How Facebook boosts business?

Builds awareness Distributes information Makes interesting content go viral Information travels faster Creates community Engages audience Lowers the cost customer service Boosts sales

Twitter
What is it? Twitter is a service to communicate and stay connected through the exchange of quick, micro-messages Why use it? Communicate with your customers about events, promotions, special offers, and more How to use it? Go to Twitter.com and create a free account, grow your list of followers and start communicating with them via Tweets

www.youtube.com

YouTube
What is it? YouTube is a video sharing web site where users can upload, view and share video clips Why use it? Upload videos about your products or services and embed your videos in your web site How to use it? Go to YouTube.com and sign up for a free account, start uploading videos and advertising your YouTube channel

The Social Media Landscape

Tips for Using Social Media

Start out small Clearly define your marketing objectives Select your target market Assess your capabilities and know-how Execute your online strategy Measure your effectiveness Most importantly, experiment!

Social Media Disclaimer

There is no silver bullet! Not all online strategies will be effective for all business types It is up to you as the marketer to determine the appropriate marketing channels and to constantly measure their effectiveness

Web 1.0 vs Web 2.0

Web 1.0 sites are content driven and the user has no way to increase their involvement or interact with the interface. Web 2.0 sites move beyond mere posting of content by allowing the user to become part of the process through collaboration. Content management systems became wikis, directories (taxonomy) became tagging (folksonomy) and domain name speculation became search engine optimization.

Web 2.0/Social Media

What is Web 2.0? The 2nd generation of the World Wide Web Movement away from static web pages to dynamic web applications Web 2.0 sites are Social Media that help us communicate A LOT faster!
Its Word-of-Mouth on steroids!

Web 1.0 vs Web 2.0

Web 1.0
Closed, Individual Publishing, One-Way Communication, Passive Involvement, Read-Only Content & Personal Websites

Web 2. 0
Collaborative, Group Participation, Two-Way Communication, Active Involvement, UserGenerated Content & Blogging

Web 3.0
According to Conrad Wolfram, computer scientist and brother of Stephen (creator of the WolframAlpha search engine) the term Web 3.0 (the semantic Web) describes sites where computers will be generating raw data on their own.

Web 3.0
Web 3.0 will be the next logical step in the evolution of the Internet. For Web 1.0 and 2.0, the Internet is trapped within the physical walls of the computer, but as more devices become connected to the Web, such as smartphones, cars, and other household appliances, the Internet will be set free and become omnipresent.

Web 3.0
Devices will be able to exchange data between each other and even generate new information (e.g. how Last.fm anticipates what music the user may enjoy based on their previous song selections). The Internet will be able to perform tasks faster and more efficiently, such as search engines being able to search for the actual individual users interests, and not just for the keyword typed into search engines.

Web 3.0
We are not there yet, but we will someday soon, and educators must be prepared because Web 3.0 technology will truly move the classroom beyond the basic lecture and take it to new exciting territories!