Professional Documents
Culture Documents
MODULE ONE: GETTING READY BRAND IDENTITY ........................................................... 1 YOUR BRAND OR POSITIONING ....................................... 1 LEARN LOCAL ............................................................. 2 YOUR AUDIENCES .......................................................... 3 ADDRESSABLE AND AWARENESS ..................................... 3 RESEARCH ..................................................................... 6 RESEARCH METHODS................................................... 6 RESEARCH ANALYSIS .................................................. 11 MODULE RECAP........................................................... 11 POWERPOINT SLIDES ................................................... 12
MODULE FOUR: WEBSITES UNDERSTANDING WEBSITES ........................................ 51 INTRODUCTION ......................................................... 51 MOVEMENT: THE MERGING OF MARKETING DIGITAL PRACTICES ............................................................... 51 WHERE IS DIGITAL AT NOW? ...................................... 52 MAKING SENSE OF THE JARGON .................................... 53 CONTENT MANAGEMENT ............................................ 55 UNDERSTANDING YOUR WEBSITE NEEDS ..................... 56 THE USER JOURNEY...................................................... 57
MODULE TWO: MARKETING 101 GIVING STRENGTH TO YOUR STORY ............................. 16 A PERSONABLE APPROACH CASE STUDIES ...................... 16 CHOOSING AND COMPARING TACTICS......................... 17 WHAT ARE THE OPTIONS FOR MARKETING TACTICS? .......... 17 DEVELOPING PARTNERSHIPS ........................................ 18 EVENTS / OPEN DAYS ................................................ 19 EMAILS .................................................................. 19 PRINTED MATERIALS, BROCHURES, LEAFLETS, FLYERS. ......... 20 WORD-OF-MOUTH ................................................... 20 ADVERTISING ........................................................... 20 COMPETITIONS ........................................................ 21 EXHIBITIONS OR DISPLAYS ........................................... 22 SPONSORSHIP .......................................................... 22 HOW DO WE CHOOSE AND WHAT IS A GOOD MIX OF TACTICS? ..................................................................... 23 CHEAP AND FREE WAYS TO MARKET............................ 23 MARKETING SHORTCUTS ............................................. 24 HOW CAN I GET HELP?................................................. 24 MODULE RECAP........................................................... 24 POWERPOINT SLIDES ................................................... 28
GETTING YOUR WEBSITE WORKING HARDER ................ 58 GETTING YOUR CONTENT WORKING HARDER .................... 59 IMAGES AND COPY ..................................................... 60 WEBSITE TOP TIPS .................................................... 61 E-NEWSLETTER ............................................................ 62 UNDERSTANDING EDMS ............................................ 62 E-NEWSLETTER TOP TIPS ............................................ 63 POWERPOINT SLIDES ................................................... 66
MODULE FIVE: SEO AND GOOGLE SEARCH ENGINE OPTIMISATION ................................... 75 UNDERSTANDING SEO ............................................... 75 WHEN TO IMPLEMENT SEO......................................... 77 HOW TO IMPLEMENT SEO .......................................... 78 SOME MORE ABOUT KEYWORDS ................................... 81 DYNAMIC CONTENT ..................................................... 82 WHAT IS LINK BUILDING? ............................................. 84 GOOGLE....................................................................... 86 WEB ANALYTICS ....................................................... 86 GOOGLE GOES LOCAL ................................................ 89 WHAT IS GOOGLE PLACES? ......................................... 90 POWERPOINT SLIDES ................................................... 92
MODULE THREE: MEDIA ABOUT THE MEDIA ...................................................... 32 HOW THE MEDIA OPERATES ......................................... 32 STORY IDEAS ............................................................ 33 DOS AND DONTS OF WORKING WITH THE MEDIA .............. 34 WRITING MEDIA MATERIALS........................................ 35 MEDIA RELEASE FUNDAMENTALS .................................. 35 THE STRUCTURE OF A MEDIA RELEASE............................. 35 MODULE RECAP........................................................... 37
MODULE SIX: SOCIAL MEDIA SOCIAL MEDIA ............................................................. 98 SOCIAL MEDIA REVOLUTION ........................................ 98 UNDERSTANDING THE SOCIAL MEDIA MOVEMENT ............ 98 HOW SOCIAL MEDIA AFFECTS THE WAY WE DO BUSINESS ..... 99 ARE YOU READY FOR SOCIAL MEDIA? .......................... 101 DEVELOPING A SOCIAL MEDIA PLAN ............................ 101
FACEBOOK................................................................. 105 IS FACEBOOK SUITABLE FOR YOUR NEEDS AND AUDIENCES? 105 HOW DOES FACEBOOK COMPARE AND COEXIST WITH MY WEBSITE? ..............................................................107 TWITTER .................................................................... 108 IS IT SUITABLE? .......................................................108 BUSINESS TIPS FOR TWITTER ..................................... 109 TYING IT ALL TOGETHER............................................. 111 WHERE DO YOU BEGIN? ............................................111 GENERAL TIPS............................................................ 113 POWERPOINT SLIDES ................................................. 117
Purpose
The Learn Local Marketing Workshop 2011 Participants Manual has been developed to provide information, tools and resources to Learn Local organisations to assist them in their marketing efforts. The Manual has been divided into Seven Modules to ensure ease of reference: One: Two: Getting Ready Marketing 101
Three: Media Four: Websites SEO and Google Analytics Social Media
Five: Six:
Seven: Closing Each Module is a stand-alone section, and can be referred to indivually or integrated with the full manual as a marketing resource. It was developed by Royce Pty Ltd, marketing and communications advisors, and Loud&Clear, digital experts, on behalf of Adult, Community and Further Information.
Module 1
Brand Identity
There are many definitions of brand. However, we like to think of brand as a perception built over time and based on peoples experiences. Recognised brands speak for themselves. They have built up attributes and a personality that instantly communicate a message when spoken of or seen visually. The contribution that marketing makes to a brand is that it builds on a layering effect, in which every mention or experience of your organisation, adds another layer of visibility and credibility to your brand. First and foremost, the importance of building what we call brand equity, is knowing who you are and what you want to say, and making sure you reinforce this in everything you do.
These qualities can form your brand identity and, with further refinement can become your messages, reinforced by everything you do. Once you have determined your identity, you can activate it in many ways, such as the way you behave as an organisation and communicate. For example, through a logo, a strapline, a positioning statement, key messages, images, as well as proof points which are the actual experiences from your learners. Reinforcement is the key. Whenever you talk to stakeholders, partners, learners, or potential learners, make sure you keep your brand identity in mind and reinforce it wherever possible. This will strengthen and give credibility to your brand.
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Module 1
Learn Local
As you are aware, the ACE sector has a new brand identity Learn Local. Learn Local was created by ACFE for Providers, to unite and bring recognition to the Adult Community and Further Education sector. It is not entended to replace your own brand but be an umbrella brand, used in conjunction with your own.
It was this combination of attributes that led to the development of Learn Local. The Learn Local WIKI provides examples of how you can co-brand with the Learn Local brand. http://learnlocal.acfe.vic.edu.au/ Learn Local is also accompanied by very strong messages which you can incorporate into your own message development. ACFE has provided you with overall messages and tailored messages to particular audiences. These are also available on the Learn Local WIKI.
Module 1
Your Audiences
As you know, there are many types of audiences. The most obvious are your current learners and potential learners, but there are naturally many more, such as local businesses, community groups, sporting clubs, local council just to name a few. Plus, you can break down your audiences into more specific categories. For example, learners and potential learners can be broken down into early school leavers, CALD learners, learners with a disability or vulnerable low skilled learners. Your marketing activities will be much more successful if you are clear on who you are trying to reach and then use tactics that are relevant to these individuals. We know, for example, that there is an underrepresentation of specific learner groups in each of the regions, as per the following table. MARKET Early school leavers Disengaged youth CALD Learners Learners with a disability Indigenous learners Male learners 45+ Vulnerable low-skilled learners Low socio-economic status Unemployed/underemployed REGION Hume North Western Metropolitan Grampians, Hume, Eastern Metropolitan Grampians, Loddon Mallee Gippsland, Grampians All regions Gippsland All regions All regions
This is one example of an opportunity to target these people in your marketing activities and increase the numbers.
Module 1
MEMBER PUBLICS Organisation employees Headquarters management Headquarters non-management (staff) Other headquarters personnel Organisation officers Elected officers Appointed officers Legislative groups Boards, committees Organisation members Regular members Members in special categories student members Honorary members or groups Prospective organisation members State or local chapters Organisation employees Organisation officers Organisation members Prospective organisation members Related or other allied organisations COMMUNITY PUBLICS Community leaders Public officials Educators Religious leaders Professionals Executives Bankers Union leaders Ethnic leaders Neighbourhood leaders Community organisations Civic Service Social Business Cultural Religious Youth Political Special interest groups Other GOVERNMENT PUBLICS
Module 1
Federal Parliament Prime Minister Prime Ministers Advisors Ministers Ministerial Advisors Leader of the Opposition and Advisors Shadow Ministers and Advisors Members of Parliament Parliamentary Committees Departments Secretary Executives Officers Agencies Executives Officers State Parliament Premier Premiers Advisors Ministers Ministerial Advisors Leader of the Opposition and Advisors Shadow Ministers and Advisors Members of Parliament Parliamentary Committees Departments Secretary Executives Officers Agencies Executives Officers Local Mayor Deputy Mayor Councillors Committees Council Officers
CONSUMER PUBLICS Company employees Customers Professionals Middle class Working class Minorities Other Activist consumer groups Consumer publications Community media, mass and specialised Community leaders and organisations And here you can add your learners.
Module 1
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Who can help you reach this learner? What maketing channels will they use? What their relationship with each other (if any)? This mapping template may help.
If you are struggling to fill this out, it may be because you dont know much about this person. So, we need to find more.
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Facebook questionnaire
Research
It is important that you understand your audiences before you communicate with them. If you have identified some things about your key audiences that you dont know and need to know, now is the time to find out.
You can use your Facebook page to ask questions of your current or potential learners. You may consider an incentive for this, to encourage people to fill in the survey. The incentive could be a voucher for the local bookshop for example. 3. Online Free Surveys
Research Methods
There are a number of quick and cheap ways to research your target market as well as more thorough methods. To touch quickly on the best cheap and easy options that you could implement at once: 1. An Exit Survey
Online surveys are easy to develop and are freely available on websites such as SurveyMonkey (www.surveymonkey.com.au). They allow organisations to develop their own surveys in a guided format which can then be distributed via a link. Participants can answer anonymously and the data collected is easily collated for analysis 4. Group discussions
Your learners are the best resource for identifying what you do best and what you need to improve. If you dont already do it, you can provide your learners with a survey to fill out once they have completed a course. It is a great way to gain feedback while the experience is still fresh. We would suggest it occurs at the end of the last class so you can receive the completed surveys before they leave.
A gathering of existing learners or key stakeholders over a hosted lunch for example, can be useful in gaining insights. It is important to select individuals who are more outgoing and the facilitator needs to be proficient in drawing out information from the participants.
Module 1
Types of Research
The following table provides a snapshot of the four main types of research methods. Method Focus Groups Requirements Facilitator Catering Incentives Focus Group attendees Mailing list Reply envelope Cover letter (separate) Incentives Follow-up mailings Telephone numbers Interviewers Training and instruction (e.g. manner of speaking, what to say) Advantages Can draw out insights Disadvantages Cost estimate $4,500 $6,000 average
Anonymity Specific mailing lists available Low cost, little time to prepare or conduct Respondent convenience Interviewers can clarify questions Speed, costs Control, probing complex answers High response rates, completeness of questionnaires Interviewers can clarify questions Use of scales and visual materials Inexpensive Respondent convenient Anonymity
Telephone survey
Response rate Slow data collection Only standardised questions Response: only motivated by respondents- not representative Reach of respondents Limited use of scales, visual materials
$100s
$10,000 $15,000
No anonymity Expensive Interview bias No control who is contacted Only internet users Not representative Low response rate
Online surveys
Website Email
SurveyMonkey Free
Advantages and disadvantages of Quantitative and Qualitative approaches. Potential advantages Quantitative approaches Generate comparable results Results can be generalised Can be guided by less experienced researchers (e.g. interviewers) High acceptance by clients Provide insights into causes and motivations Explore information that is completely unknown or unpredicted Potential disadvantages Quantitative methods can only find out what is put in through prepared questions or categories Can guide respondents into a rather irrelevant direction Do not allow deeper analysis of reasons Time consuming and demands financial resources Demands qualified researchers Limited generalisation Results are influenced by researcher
Qualitative approaches
Module 1
Education Activity
Participate
At Main St LC
Not interested
Structured course which provides formal credentials e.g. Diploma in Farm Management Short course for personal interest e.g. Painting for Pleasure Short course for personal development e.g. Assertiveness Short course for business development e.g. Preparing Your Business Plan Short course for workplace skills e.g. Desktop Publishing Other (please specify)
2 & location
2 & reason
2 & location
2 & reason
2 & location
2 & reason
2 & location
2 & reason
2 & location
2 & reason
2 & location
Module 1
Q. 2 For the following Main Street LC programs and services, I would like to find out if you are aware of each service, whether you have participated, and how important each is to you. Program/Service Community information Arts and Crafts Computer Classes Certificate in Office Admin Literacy and numeracy Planning for Employment and Training Certificate in Farm Management English Conversation Survival skills for rural women Aware y y y y y y Participated y y y y y y Very low 1 1 1 1 1 1 Low 2 2 2 2 2 2 Importance moderate 3 3 3 3 3 3 High 4 4 4 4 4 4 Very High 5 5 5 5 5 5
y y y
y y y
1 1 1
2 2 2
3 3 3
4 4 4
5 5 5
Q. 3 What programs have you participated in at Main Street LC? How satisfied were/are you with each program? Satisfaction with Program Very low 1 1 1 1 1 1 1 1 1 Low 2 2 2 2 2 2 2 2 2 Moderate 3 3 3 3 3 3 3 3 3 High 4 4 4 4 4 4 4 4 4 Very high 5 5 5 5 5 5 5 5 5
Q. 4 How did you find out about Main Street LCs adult learning program and services? 1 Local newspaper 3 Community radio/TV 5 Friend or relative 7 Other (specify) 2 Flyers and mail outs 4 Community newsletter 6 Shopping Centre display
Module 1
Q. 5 What two adult learning programs or services would you most like to see in the future for you? 1_____________________________________________________________________________________________________ ___________________________________________________________________________ ___ 2_____________________________________________________________________________________________________ ________________ ______________________________________________________________ Q.6 What two other adult learning programs and services do you think need to be provided to the community of Ballarat? 1_____________________________________________________________________________________________________ ____________________________________________________________ __________________ 2_____________________________________________________________________________________________________ _______________________________ _______________________________________________ Q. 7 If you were telling a friend about the Main Street LC, what would you say are the two best things about the centres programs and services? 1_____________________________________________________________________________________________________ ___________________________________________ ___________________________________ 2_____________________________________________________________________________________________________ _____________________ _________________________________________________________ Q. 8 If you were telling a friend what is most needed to improve the adult learning programs and services at the Main Street LC, what would be the two key things you would say? 1_____________________________________________________________________________________________________ _______________________________ _______________________________________________ 2_____________________________________________________________________________________________________ _____________________ _________________________________________________________ Q. 9 What adult learning programs and services does Main Street LC offer that other adult education providers dont have? 1_____________________________________________________________________________________________________ _____________________________________ _________________________________________ 2_____________________________________________________________________________________________________ ________________________________________________ ______________________________ Q. 10 What two main things would make Main Street LC adult learning programs and services useful, or more useful to you? 1_____________________________________________________________________________________________________ _____________________________ _________________________________________________ 2_____________________________________________________________________________________________________ ___________________________ ___________________________________________________ Could you please provide some details that will help us when we collate the results of the survey?: Were you born in Australia or Overseas? 1. Australia 2. Overseas (Please specify) ____________________________________ What is the Main language spoken at home? 1. English 2. Other (Please specify) _______________________________________ Which of the following best describes your age group? 1. 18-25 2. 26-39 years 3. 40-59 years 4. 60+ years Your assistance has been very much appreciated and I would like to thank you for your time. To be filled in by the interviewer: a) The respondent was 1. Female 2. Male Postcode: _____________________
Module 1
Research Analysis
Analysis is really about finding a pattern. Quantitatively you can categorise the responses and then add them up to get an indication of what most people think. For example.. 40 people out of the 50 surveyed, or 80% found out about Diversitat through the local paper Qualitatively you can pull out specific answers that you find helpful or interesting to contribute to your analysis. For example I discover most of the short courses I attend through browsing the local paper every week.
Module Recap
Fully understand your brand and utilise the Learn Local brand as much as you can. Know your brand identity and develop your top three key points to use in all your communications. Understand your different audiences. Utilise cheap and easy research methods to confirm your knowledge and fill in the gaps of what you dont know.
Notes
Module 1
PowerPoint Slides
Module 1
Module 1
Module 1
Module 2
Make it visual
To give life to the case studies it is important to make them visual. Use photography and videos of your case studies to bring them to life and make them engaging.
Writing guidelines
ACFE has provided you with guidelines to assist you in your writing. These are available on the WIKI (http://learnlocal.acfe.vic.edu.au/)
Module 2
The guidelines explain how to transition from ACFE to Learn Local and how to incorporate Learn Local into your language. You have also been provided with spelling guidelines such as -ise rather than -ize. We will not go into detail on these guidelines but encourage you to read them and incorporate them into your writing. The WIKI also has tailored messages for each of your target audiences which can be drawn on when writing for a particular audience.
Cable TV CDs Company histories Community relations Competitions Conferences Corporate identity programs Lobbying Local publications Manuals Media conference Media interviews Media releases Multimedia News conferences Newsletters Noticeboards and posters Open houses Online media Photographs
Face-to-face discussion Fact books Films Group briefings Industry publications Internet Intranet Product demonstrations Promotions Print media Publications Research Seminars Special events Video News release Website Special groups publications Speeches Sponsorships Stunts
Going back to our target audiences, what are some ways that we might be able reach them? For example, male learners 45 years plus..
Module 2
Lets look at a few of these in a bit more detail, focusing first on how you can reach your audience through an addressable market methodology.
What we can offer our partner Put their logo on our website and link to their website Write an article about their support in our newsletter Have their brochure in our foyer Invite them to our events
What they can provide in return Put our logo on their website and link to our website Place an article about us in their employee newsletter Have our brochure in their foyer Organise a lunchtime seminar for us to present to employees Use us as their preferred supplier for relevant training requirements
Developing Partnerships
This is a great way to have local community groups, businesses and sporting organisations etc. help you in marketing your organisation. You can utilise their membership and marketing channels to promote your organisation and it may lead to certain sponsorship arrangements which we have covered in the awareness market section below. Once you have identified the areas that your primary audience might be exposed to, you can then identify the organisations where these audiences might frequent and make arrangements to meet them. Keep in mind what you can offer these businesses. Some ideas are: Community credibility Potential customers Exposure and recognition Potential access to mailing lists
Include them in our media materials Explore opportunities to educate their employees
People and groups to approach for helping you promote and advertise
Community groups Sporting / social clubs Local businesses Parent groups Unions Churches Libraries Kindergartens and childcare centres Banks Local council Government bodies Health and medical services Other educational facilities (high schools) 5. 4. 3. 2.
Module 2
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Ensure you have materials that you can take with you including brochures, case studies, and the sorts of programs and courses you offer. Try to confirm at least one or two actions out of the meeting. Even if this is just to send more information or arrange to meet up again a bit further down the track. Follow up the meeting with a thank you email and recap on the actions. Be sure to keep in touch with any latest news about your organisation.
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Notes
Emails
No doubt you use email a lot. However direct email can be a powerful way to communicate with and maintain positive relationships with key stakeholders and target audiences. We recommend this should be used regularly when establishing relationships with potential partners in particular. A personalised email providing an update since you last spoke, a thank you or an invitation to an event, goes a long way in strengthening relationships.
Module 2
Word-of-Mouth
Word of mouth and referral are often the strongest forms of promotion. When your organisation is spoken about positively, it adds enormously to the credibility of your brand.
Notes
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Advertising
While advertising can be expensive, it is also extremely effective. It allows you to put forward all your messages in a persuasive manner and enables you to reach a broad audience. The downside is that audiences are more inclined to switch off when they see an ad - although this could happen with any form of communication tactics. A quick summary of the different forms of advertising: TV generally considered the most powerful but also the most expensive (production and advertising placement). The amount of information you can put forward is limited, average 29 seconds.
Notes
Module 2
Radio can have a strong impact and is mostly suited to messages with an emotional appeal, since the messages are spoken. It also has cheaper production costs than TV and can be released in a much quicker timeframe. Again however, the amount of information contained is limited (10 30 seconds). Print can provide much more detail. Magazines in particular can be useful for targeting specific audiences such as youth, etc. Depending on how advertisements look, they can merge into all the other adverts and not be recognised. Internet good for short sharp messages as part of a broader campaign, linking to the organisation website.
Competitions
Everyone likes to get something for free. Competitions are a good way to gain peoples attention and also have them perform a certain action (filling in a survey, liking your Facebook page or subscribing to your newsletter). Considerations in running a competition include: How are you going to promote the competition? Be sure to promote it broadly to gain the best exposure and generate the most interest. What prize will you offer? Prizes could include discounts on courses, vouchers for local book shops. Your partners may also be able to contribute to a prize. A permit is required in Victoria when the total prize pool is valued at over $5,000 (more details can be found at the Victorian Commission for Gambling Regulation www.vcgr.vic.gov.au).
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Notes
Notes
Module 2
Exhibitions or Displays
Putting up a display in the local library or taking part in local exhibitions or events can be very worthwhile. If you are manning the display, it enables you to meet prospective learners and other stakeholders face to face. It also provides a good visual promotion of your organisation. It is important however, to make sure that your target audience will be exposed to your display, otherwise its a waste of time. For example, street festivals or local multicultural festivals will be more relevant than, say, a local car club exhibition.
Sponsorship
Sponsorship is a way of marketing, raising funds or offsetting costs, and improving the delivery of programs and services by creating benefits for other organisations in return for their support. Seek sponsorship from external organisations/businesses by way of: Specific sponsorship of a particular individual (enrolment fees, books, etc.) Printing all course materials Sponsoring one of our events We have already spoken about what you can offer the organisations in return for their support.
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Notes
Notes
Module 2
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Can be free if material is distributed by email Free Free One off purchase of banners etc. then can be rotated at different locations for free Free Free (if you can update it yourself) Free Free
3.
Ideally, a good mix is to have a couple of tactics focusing on your addressable market and a couple of tactics for your awareness market. This ensures you are doing your best to capture a broad range of audiences. If resources are low, I would recommend one addressable market activity and one awareness market activity. For example: One: set up a meeting with the peak body of the local industry sector in your region. See if you can negotiate for an article in their members newsletter, or for your brochure to be distributed to their members (addressable market). Two: arrange to place posters in the local library, local community centre and local football club to raise awareness (awareness market). What are some tactics that you are not already doing, that would be helpful in your marketing activities?
Module 2
Marketing Shortcuts
Here are a number of ideas for marketing shortcuts to help you to develop your activities.
PR agency in xxx Boutique PR firm xxx PR PRIA IABC Victorian Government PR agencies Business directory public relations My Local Business Guide for PR agencies
Module Recap
1. Strengthen your proposition by developing case studies. Incorporate images and videos to give life to the case studies Select your tactics in line with your budget, resources and target audiences Try and go for at least one addressable and one awareness market activity. Make the most of the assistance you are getting from ACFE. Refer to the Wiki for your templates plus use the discussion board to ask questions, get ideas and learn from each others experiences. .
2. 3. 4. 5.
Module 2
Trading Name ACCELERATOR Adcorp adz@work Agile & Associates AJF Partnership Axiom Communications Alliance Pty Ltd Backspin Pty Ltd BMF Advertising Pty Ltd BoilerRoom Communications Buchan Consulting Burson-Marsteller Catherine Newell Corporate Communications Cheeky Pup Creative Pty Ltd Clemenger BBDO Melbourne Pty. Ltd Clifton Group Communication Strategists Concrete Wednesday Post Production Cultural Perspectives Pty Ltd Currie Communications Cut-Through Communications Pty Ltd DDB Melbourne egg digital Essence Communications Pty Ltd Essential Media Communications Fenton Stephens Fenton Strategic Communications Pty Ltd Futureye Fuzzy Advertising Pty Ltd GenR8 George Patterson Y&R Grey Global Group Pty Ltd Growth Solutions Group Hayes Berry Tehan Haystac Positive Outcomes Kelly Strategic Influence Libby Fordham Pty Ltd Lifelounge Group LOTE Marketing Magnum Opus Advertising
Legal Name Accelerator Communications Pty Ltd Adcorp Australia (Vic) Pty Ltd Woollybull Pty Ltd David Crofts and Natalia Thompson trading as Agile & Associates AJF PARTNERSHIP PTY LTD Axiom Communications Alliance Pty Ltd Backspin Pty Ltd BMF Advertising Pty Ltd BOILER ROOM COMMUNICATIONS PTY. LTD. Buchan Consulting Pty Ltd BURSON-MARSTELLER PTY LTD Catherine Newell Cheeky Pup Creative Pty Ltd Clemenger BBDO Melbourne Pty. Ltd John Ridley trading as Clifton Consulting CONCRETE WEDNESDAY POST PRODUCTION PTY LTD Cultural Perspectives Pty Ltd CURRIE COMMUNICATIONS PTY. LTD. Cut-Through Communications Pty Ltd DDB Melbourne Pty Ltd THE EGG DIGITAL COMMUNICATIONS PTY LTD Essence Communications Pty Ltd ESSENTIAL MEDIA COMMUNICATIONS PTY LTD Fenton Stephens Pty Ltd Fenton Strategic Communications Pty Ltd Futureye Pty Ltd Fuzzy Advertising Pty Ltd Amalgam Enterprises Pty Ltd George Patterson Y&R Pty Ltd Grey Global Group Pty Ltd GROWTH SOLUTIONS GROUP PTY LTD HAYES BERRY TEHAN PTY LTD Haystac Public Affairs Pty Ltd Kelly Strategic Influence Pty Ltd Libby Fordham Pty Ltd LIFELOUNGE PTY LTD LOTE MARKETING PTY LTD Magnum Opus Advertising (AUST) Pty Ltd
Communications Communications
Advertising Communications Advertising Advertising Advertising Communications Communications Communications Advertising Advertising Communications Advertising Advertising
Communications Communications
Communications Communications Advertising Advertising Advertising Advertising Advertising Advertising Communications Communications Communications Communications Advertising Advertising Advertising
Module 2
Trading Name Marmalade Melbourne Pty Ltd McCann Worldgroup MDG Marketing Design Group Pty Ltd Mindshare NestPR NEWMARQ o2 Media OBM Advertising O'Keefe Communications OMG! Creative Overflow Communications Oxygene Branding and Communications Paoli Smith Pty Ltd PARKYOUNG PLUM Communication Porter Novelli Australia Pty Ltd PR Help Publicis Mojo Red Agency Robert Masters & Associates Royce Samuelson Talbot & Partners Pty Ltd Scaffidi Hugh-Jones Pty Ltd SDA Strategic Shannon's Way Smart Partners Socom String Theory Creative Taylor&Grace Pty Ltd The Agenda Group The C Word The Fuel Agency The Launch Box Pty Ltd The Reputation Group The Starship The Twenty20 communication Group Pty Ltd BADJAR Ogilvy
Legal Name Marmalade Melbourne Pty Ltd (as trustee for Mallet Trust & Roquin Trust Partnership) MCCANN WORLDGROUP PTY LIMITED M.D.G. MARKETING DESIGN GROUP PTY. LTD. M Media Group Pty. Ltd NEST BUILDING AND COMMUNICATIONS PTY LTD Virtual Corp Pty Ltd t/a marketing ideas! Karen Foster, trading as O2 MEDIA OBM ADVERTISING PTY LTD O'KEEFE COMMUNICATIONS PTY. LTD. OKeefe Murphy Gaff Pty Ltd trading as OMG! Creative Justine Rosemary Larkins trading as Overflow Communications OXYGENE BRANDING & COMMUNICATIONS PTY LTD PAOLI SMITH PTY LTD DAVID SUTHERLAND PARK and DOUGLAS YOUNG TREVOR trading as PARKYOUNG PLUM Communication Major Projects Pty Ltd Porter Novelli Australia Pty Ltd PR HELP PTY LTD PUBLICIS MOJO PTY LTD THE RED AGENCY PTY LTD ROBERT MASTERS & ASSOCIATES PTY LTD Royce (Vic) Pty Ltd Samuelson Talbot & Partners Pty Ltd Scaffidi Hugh-Jones Pty Ltd SDA Strategic Pty Ltd Shannons Way Pty Ltd SMART Melbourne Pty Ltd Socom Pty Ltd STRING THEORY CREATIVE PTY LTD Taylor & Grace Pty Ltd The Agenda Group Pty Ltd The C Word Communications Agency Pty Ltd The Fuel Agency Pty Ltd C/O Cummings Flavel McCormack The Launch Box Pty Ltd THE REPUTATION GROUP PTY LTD Starship Pty Ltd Twenty 20 Communications Group Pty Ltd BADJAR OGILVY PTY LTD
Communications Communications Advertising Advertising Advertising Advertising Advertising Communications Advertising Advertising Communications Communications Communications Communications Advertising Communications Communications Communications Advertising Communications Communications Advertising Advertising Communications Advertising Advertising Communications Communications Advertising Communications Communications Advertising Advertising Advertising
Module 2
Trading Name JWT Evergreen Advertising & Marketing CPR Communications & Public Relations
Legal Name J. WALTER THOMPSON AUSTRALIA PTY. LIMITED Faulkner & Wylam Pty Ltd CPR COMMUNICATIONS & PUBLIC RELATIONS PTY. LTD.
Communications
Module 2
PowerPoint Slides
Module 2
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Module 2
Medium Newspapers
Comment If you develop a relationship with a particular journalist, and/or or know one that covers your area, feel free to send materials directly to them. Rarely come on site for radio interviews. Usually conducted over the phone or in the studio. If you are targeting a specific talkback program, contact the program producer. For metro TV news it would be the Chief of Staff.
Regional Radio
Regional TV
Radio news dont call 10 minutes before or 5 minutes after a news bulletin.
Television: Television is all about pictures. The better the pictures are, the greater the likelihood of a story.
Like print and radio journalists, a television journalist needs to be supplied with all information about the story, but particularly its likely visual content. In television, good sound and vision is essential. Radio: Radio, on the other hand, depends wholly on what is said. Radio is looking for good sound. As well as information, the radio reporter/interviewer may want additional interviews with people closely involved with the main story.
There are many variations of news angles. These include: Community interest Celebrities/ambassadors Relevance to location (local angle) Milestones/history Innovation Nostalgia Research
Notes
Here is a list of ideas that could be appropriate for a media story: 1. 2. 3. 4. 5. 6. 7. Utilise your case studies. Maybe a learner has just landed a new job due to their training. Organisational milestones - your 10/15/20 year anniversary, your 100th - 100,000th learner Events Visits from dignitaries, local MPs, the Lord Mayor The introduction of a new training program Your latest research results (e.g. enrolment figures at XX Learning Centre have doubled in the last 5 yrs.) A nostalgia piece maybe talking about the how the organisation started (i.e. in a small room linked to the local community centre) A new partnership with a local business or industry association Consider what may be in your regular newsletter and if you think its appropriate, send it to your local paper as well.
Story ideas
Generally, media are interested in covering current news and events. Local media love any story that is about the local community. Despite the fact that there is never a guarantee for media coverage, the use of newsworthy hooks can increase the likelihood of interest and coverage from the media, depending on the type of media and their specific interests. Also, consider what you have written in your regular newsletter and if you think its appropriate, send it to your local paper.
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Other ideas:
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Dont have an interview in an executives office interrupted by phone calls. The executive would have a secretary hold calls if dealing with a customer; the same courtesy should be extended to the media. Dont be afraid to stand up to unethical investigative reporters who are out to embarrass your organisation. You do not have to answer hostile questions or put up with rudeness. Dont be afraid to say I dont know, Ill have to get back to you later with an answer. It is much better to be ignorant than to offer a misleading, or worse, deceitful response. But dont be ignorant too often, and do be sure to honour your intention to provide an answer later. Do get your spokespeople to relax. About 90 percent of media queries are routine and are best dealt with in a friendly atmosphere. Do, however, have them be on guard at the same time. Do make sure the subjects know the media the reporter represents so that theyll also know to whom their remarks should really be addressed. Dont take a friendly journalist for granted. If the facts suggest a negative story, then that is what will appear. All you can hope for is the opportunity to tell your side of the story. Dont expect all stories about your organisation to be 100 percent favourable. There are occasions when warts will appear or when the reporter will emphasise aspects of the story you had hoped would be ignored. Articles and radio and television presentations that are favourable on balance should be regarded as pluses for the organisation. Dont think your refusal to respond will kill a negative story- it wont. Your choice consists of whether the story appears with or without your side of it, not whether the story appears at all. That choice belongs to the editor. Dont lie. Credibility is one of the best things public relations people have going for them. It cant be replaced.
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AND THE FULL LIST: 4. Do update your media lists regularly. Journalists move around a lot and you need to know the right person to contact. Dont count on getting special privileges from editors because you advertise. It may help occasionally but dont rely on it. Dont overwhelm journalists with half a dozen or more people sitting next to an executive during an interview. Dont hold back publicly available information just because you dont like a journalist. Dont blame a reporter for a headline, caption, or editing that detracts from the story. Thats a task done by sub-editors and out of the reporters control. Do emphasise key points in an interview. Reporters may not have heard them the first time. Do keep a photo library of high quality images of key people, learners, and the like. You never know when a publication will request an image. Do have your photographs available in digital format, which can be easily downloaded or emailed. Dont go over an editors head if you disagree with his or her news judgment. But do speak to the editors boss if you feel there has been distortion or unethical journalism. 20. 16.
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1. 2. 3. 4. 5. 6. 7. 8. 9. 10. The media release is on appropriate letterhead. The date of the release. The heading tells what the story is about. The first paragraph tells who, what, when and why (the where is covered in the heading). The paragraphs are short with four lines being the longest. Wide margins.
MODULE RECAP
1. 2. 3. Understand the media and the best times to approach them Always keep in mind possible stories for local media (milestones, statistics, case studies etc.) Keep your media release to the provided structure One page (ideally) Who, what, when, where, why, and how up front Relevant and interesting quotes
The content is supported by quotes. The release provides details on where the journalist can get more information. Media contact details are provided at the bottom. One page only in length (ideally). Notes Background details towards the end Contact details at the bottom
Notes
PowerPoint Slides
The following module Websites is a crash course in all you need to know about websites. At the end of this module you can expect to have a basic understanding of the fundamental elements of your website and a sound grasp of the core concepts around marketing in the digital space.
Understanding Websites
Introduction
For many people, particularly those of us who havent grown up in the digital age, the digital medium moves too fast, seems overly complex and unfamiliar to the point where it seems like another language. What this module attempts to do is break down some of those barriers around digital and help you to create a plan that will allow you to embrace the medium. In order to get you motivated in this medium, its important to understand why digital is so important in todays marketing world. Once we understand the why and youre brought up to speed with whats happening now; well take a crash course that cuts through the jargon of websites, and give some in-depth insights to what you do really need to know. Our aim is that you walk away with the knowledge in this module that might otherwise take months to acquire. Like everything, in digital; knowledge is power.
A Web 2.0 site allows users to interact with each other in a social media dialogue as creators (prosumers) of user-generated content in a virtual community, in contrast to websites where users (consumers) are limited to the passive viewing of content that was created for them.
This definition is an attitude towards information and content sharing, that everyone looking to get the most out of the digital medium should adopt. Notes:
being associated with web applications that facilitate participatory information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.
As such its the most potent tool you have at your disposal. When we talk about content in the digital world, we are talking about copy, images and any other information that you can provide to your audience through your digital medium (website). Content Management System (CMS) - In simple website terms, a content management system is the mechanism that allows an administrative user to update their digital content (copy, images, video and multimedia) without understanding code. Digital Digital marketing refers to the promoting of brands using all forms of digital advertising channels to reach consumers. This now includes Television, Radio, Internet, mobile, social media marketing and any other form of digital media. For the purpose of this presentation, your digital medium is your website. "Domain name a domain name is part of the address one would type in to find your website. It is also used for your email addresses. For example, undesign.com.au is this website's domain name. If you want a website, you would purchase a domain name. "Dynamic a dynamic website can interact with the user via forms and generate content from a database. It can also collect information from users and keep it in a database for further use. "E-commerce e-commerce is basically buying and selling online. For example an e-commerce site might have a shopping cart, or buy-now PayPal links. "Flash website a flash website uses Flash technology, developed initially by Macromedia, now by Adobe. Flash is an application that is inserted into a web page. An entire website might be contained in Flash. For example visit http://pouthair.com.au. Lately, Javascript technology has managed to replicate a lot of what Flash can offer. To test if you are looking at a Flash application, try rightclicking on it and you should see a Flash menu popup. "Hyperlink a hyperlink is something you can click on to navigate to another web page or web site. A hyperlink may also be used to open a pop-up window. "Inbound links inbound links means hyperlinks from other websites that are linking to your website. "Key phrases key phrases are groups of words that a user might search for in a search engine.
"Keywords key words are individual words that a user might search for in a search engine. Live Putting a website 'live' (as in alive) means your website will be able to be navigated to by typing in your web address (URL). "Meta tags Meta tags are defined in the coding of your website and web pages. A developer would define your website title, description and keywords that show up in search engines and in the browser window. "Not in spec you may find a web developer telling you a request is not in spec. In other words as part of the initial agreement on the project and costs, a newly requested function may cost extra because it was not originally specified in the brief. "Outbound links outbound links are hyperlinks from your website, that link to other websites. "Page Rank or "Ranking your website is ranked by search engines according to the reputation your website has. It takes time to acquire a solid page rank. The theory is the more page rank or ranking your website has, the higher your website will appear in search engine results for relevant key phrases or key words. "Scope scoping is the process where the ideas for the website are scoped out or fleshed out in detail. This may include for example, different functions you want to your website to perform. "SEO Search Engine Optimisation The analysis and implementation of techniques that enables your website to perform better in search engine result pages (see SERP). "SERP Search Engine Results Page The results page you get after you make a query using a search engine (such as Google, Yahoo, etc.). "Site Map - A site map can refer to a page on your website that includes hyperlinks to ALL of your web pages, or it can refer to the sitemap one would send to Google (or other search engine) that lets the search engine know of each page you have (sometimes referred to as an xml sitemap). "Static a static website has information only. It does not interact with a database, or website visitors. It cannot perform many of todays functions you see on websites such as user memberships.
"Website Address your website address is the URL (uniform resource locator) of your website. For example http://www.undesign.com.au is a website address (or website URL). You can use this address by typing it into your browser address bar (not in the Google search bar).
Notes
Content Management
Of all the terms in the glossary, content is the most important one to understand. All of the now trends covered earlier, including search engines, mobile devices, social media etc. depend on content to drive them. As such, its the most potent tool you have at your disposal. When we talk about content in the digital world, we are talking about copy, images and any other information that you can provide to your audience or have your users interact with and create themselves, through your digital medium (website). So how do we make the most of our content? How do we get it to work for us? One term that Im sure if you havent heard, you will get to hear as you embark on your digital marketing journey is CMS or Content Management System (see glossary). At its best, a good CMS will allow users to make such changes as easily as updating a word document. This is done using a What You See is What You Get or WYSIWYG editor. A CMS does not always just mean a 'content management system' for websites. Other examples of CMSs include RMS (record management system) DMS (document management system) and of course WCMS, the type used for managing your websites (web content management system) and CRM (customer relationship manager). All of these technically fall under CMS. The reason I raise this is because Web Content Management Systems (WCMS) are fast becoming the hub of all CMS. The reason for this is people are comfortable using browsers to work from. All computers have browsers so people are used to them. This combined with the web or remote access, means that even Learn Local businesses will start seeing business software run from their website CMS as the sharepoint. Other reasons for the increase in WCMS as a sharepoint for software is that users are loving the simplicity of web based applications. Its cheaper and easier to train users, its more enjoyable for employees and people are used to using web browsers. Notes
A template site will cost anywhere between $500 and $2000 dollars. Lets look at some examples so you can see how content can make a template look so much more different.
A user should never be more than 2 - 3 clicks away from what they want to find.
Make the hard decisions for your clients. There is such a thing as too much choice. You want to strike a nice balance between giving your clients the information they want, and leading them through a journey of your site. Its the difference between shopping at a 2 dollar shop where merchandise is crammed into the shelving and there is no order, or shopping at a clean, well organised shop, where aisles are labelled. The same applies to the order of your website. Dont be afraid of template sites. Often people hear the word template and think that it means the site wont be unique. Its the content that makes your site unique - the images, copy and multimedia. The great thing about template sites is that they look great and modern. You know what youre getting before you start. They come with a CMS all ready to go and can be turned around in a fraction of the time of a custom site. Notes
that give our users the small snippets of content relevant to them we talked about earlier. The other important facet to ensuring a great user journey is planning. Even the largest development companies use traditional looking site maps and wire frames to help lock down the users journey before even laying a single line of code. Many of you will either be designing a new website or thinking about how to get the most out of your existing site, or thinking about designing a new website.
All of these CMS have WYSIWYG (what you see is what you get) editors.
Other Features
If you go with an open source CMS, ask your chosen developer to explore what existing plug-ins there are for things like: Online booking forms Blogs Social Media plugins Calendars Third Party Feeds Remembering that using the 37 Signals approach, the features we are adding are things that a majority of our clients have asked for. Finally, ensure your website passes the SEO health check (See Module Five). Notes
Notes
Notes
E-Newsletter
Understanding EDMs
So your website is fantastic. You have members and users logging in and we have built up a database. How do you remind those clients/customers you are here? Whats the best way of digitally marketing to them? An E-Newsletter or EDM (Electronic Direct Mail) is a great way to keep your clients up-to-date on your new products and services, special offers and promotions, and make announcements on events and happenings in your company. This is sending EDM (electronic direct mailers) and email newsletters through a bulk email broadcast engine. The reason we run these through bulk email broadcast engines and not your own email, is that these engines or servers have been specially created so as not to be caught in spam. It also prevents your email domain from being marked as spam over the internet. There are rules behind EDMs that must be adhered to, such as allowing subscribers to un-subscribe, and esuring all recipients have opted into the email in the first place, in order to keep these third party servers spam safe. EDMs can be created as templates, with a CMS, much like your website. As the administrator, you can create/ edit/ send/ publish your email newsletter anytime, using the WYSIWYG editor in our EDM tool. Professional-looking newsletter templates can be specially designed to suit your organisation's corporate image. Visitors who subscribe to your email newsletter on your website will be automatically added to your newsletter mailing list. You can also import or key in your newsletter subscriber list manually and further organise them into groups to receive different types of updates. There are a number of different companies that provide this service and the charges per EDM vary from 2c to 10c per email, a fraction of the cost of print medium. A couple of examples of third party companies include: http://www.vision6.com.au/ and http://mailchimp.com/ ours is http://sendit.loudclear.com.au/
Content
The design rules are similar to the websites rules. Information should be short and punchy, and excite recipients into opening the EDM. When clicking on an item in the EDM, users are then directed to either a landing page with more information or to a website. The great thing about EDMs is that they are trackable and accountable. Not only can the administrator see how many recipients have opened the email, they can see how many have clicked through and where they have clicked through to from there. Click through rates for business to business (B2B) range from 5% to 15% and for business to consumer (B2C) the range is about 2% to 12%. For every 1000 emails sent, there is a cost of $50 where 50 - 150 will click through to your site/offer. Of course this is greatly increased in a closed database i.e. A subscribed to newsletter.
Notes
. Notes
Tool Kit
Recommended CMS
www.mailchimp.com www.drupal.com
www.wordpress.com
www.designerwebsites.com.au
www.vision6.com.au
www.templatemonster.com
www.sendit.loudclear.com.au
www.oDesk.com
www.surveymonkey.com
www.gomockingbird.com
www.istock.com
www.bigstock.com
www.gettingreal.37signals.com
PowerPoint Slides
As the picture suggests, those areas shaded in red are considered paid listings and those in purple are whats known as organic or natural listings. SEO involves pushing your web listing high up these page results in a natural or organic manner. This is done via a number of internal and external processes that help promote a site for a particular content matter. Why is this important? There are 11 billion searches per year on search engines 90% of people do not go past the first page 85% of people click on the organic results compared to the paid results Almost 65% of people click on the top 3 listings in the search results Question: How often do you go past the first page on Google? When you think about it, ensuring a strong presence in the search engines is not just important its absolutely vital. The job of SEO is to make sure that your website is telling the search engine that it is an authority in its selected field and that it should be prominently displayed in the organic search results. If you are not ranking on the first page of search engines then you are dramatically reducing the potential for finding new and qualified customers. The 3 main reasons for partaking in SEO are:
Some pretty amazing stats the most prolific being that 97% of consumers now use online media when researching products and services in their local area. How do you make your business stand out from the rest? SEO is one of the tools in your arsenal. In its simplest form, SEO is the enhancement of a website to make it more visible in the search engine result pages in order to drive more quantified traffic to that site.
Connect: The Internet is the fastest growing sales channel and Internet use is skyrocketing. Average time spent online is now higher than time spent watching television. Convert: Natural search engine results generally mean a much more targeted and qualified customer finding your website and purchasing from you. Cost: In the long run, SEO will be a much more costeffective marketing process than other forms of online marketing.
As per the latest stats on marketing budget spent versus the results: SEO drives 85% of all search traffic, yet less than 15% of marketing budgets is being spent on SEO. PPC receives less than 15% of all search traffic, yet earns 80%+ of SEM campaign budgets. One of the major reasons for quick adoption of PPC strategy is that it is very similar to traditional paid advertising strategy and business owners can manage such campaigns on their own. SEO requires a pre-requisite set of skills to ensure your website reaches the top rankings on search engine result pages through various on-site optimisations and off-site organic search engine optimisation strategies. Another reason why businesses prefer PPC is that they have better control over the entire program and they know exactly how and where their dollar is spent and the results for each dollar spent can be seen through subsequent AdWords reports. They also do not have to change their tactics each time the search engines change their algorithms which can prove a real headache, especially for those who are only interested in quick, short term results. Organic SEO might seem like too much work, with absolutely no guaranteed results for short-term goal seekers. SEO as an Internet marketing strategy requires patience, but the rewards are plentiful. Organic optimisation is not the first choice for many (depending on the brand and business model) but it does have inherent benefits that are unparalleled by sponsored or paid advertising tactics. The benefits and results last for longer periods. While a PPC campaign can deliver leads with relative ease, it can be a big money drain and has no real longevity once you stop shelling out the cash, the website traffic goes away. SEO and link building require a lot more creative effort, but can have more sustainable results. It also allows a business to target a larger base of users, as most studies reveal that 75-85% of searchers click on organic listings as opposed to paid listings.
As time goes on, web surfers are less prone to clicking PPC links on the right side of Googles results or in the top sponsored links section. Why? In the past, web surfers didnt understand the difference between sponsored and non-sponsored links. Now web surfers are much more net savvy. The result is that a growing number of web surfers will click on non-sponsored links on the first page of results because they thinkIf that site made it into the top ten without paying for it, they must really be the best sites. The Internet is the fastest growing sales channel. The reason for the huge growth is that the way people make decisions has fundamentally changed and search engines are now an integral part of the research and buying process. A high search engine ranking gives your business access to new customers and markets. This is why search engine markting is becoming increasingly important for businesses all over the world. When one of your potential customers conducts a search via a major search engine, only one of two possible outcomes is possible: 1. 2. They will find your website They will find your competitors website
HOT TIP
If you are new to Google AdWords you may be eligible for a free $75 voucher to kick-start your ad campaign.
Which will it be? The answer is dependent upon your websites visibility. If your website is not performing well, every time the customer searches the keyword or phrase relevant to your websites product or service, they will choose a competitor over you. Notes
Could you afford not to have any sales in your first six months? The decision in relation to online marketing should begin at the first meeting in relation to the website build. Who is our market? What is our product? Who are we selling too? Are all questions that should be asked at the first step. A successful SEO campaign will begin with the right recommendations for the internal structure of the website. It will help decide the main theme and help with the internal journey for the users. It will help with the creation of a community, even before the website has been finished. All of these processes will ensure that when the website is ready for launch, the business can hit the ground running rather than launching and stalling for six months whilst the SEO catches up. Establishing a website without thinking about how to steer traffic to it, is like trying to sell your house without providing the address. Synchronising the build and design process with the SEO strategy is crucial in preventing unnecessary costs or blowing out timeframes that could be spent on more efficient revenue building activities. In the online world, dominated by constant innovation and highly dynamic practices, there is nothing more expensive than playing catch-up.
As the image suggests, all three components are interrelated and in some way have an effect on each other. For example, Onsite SEO will impact on the content created, which will impact on the links achieved. Or, garnering links from a specific demographic may require certain content to be created, which would affect some onsite factors. Ultimately, only focusing on one or two of the components will not suffice a holistic approach is needed that encapsulates components from all three cornerstones.
Onsite SEO
Of the three, Onsite SEO probably has the biggest impact on SEO and from our estimates it constitutes about 40% of Googles result algorithm.
These factors are the ones that actually tell the search engines what your site is about, what its main themes are, what each page represents, where the pages are located and how it should navigate through. Although being so important, it is usually the most neglected of all SEO components. Search engines read websites differently to you and I they see websites in code, not pictures. For example:
Onsite SEO is about making sure that search engines when getting to your site actually read and understand everything you are trying to tell them. Here are the top 10 factors relating to onsite SEO: Keyword Research It is vitally important to know which words and phrases your desired customers are searching for in the search engines. Competitor Analysis Knowing who ranks best in your industry and then undertaking an analysis of why this is so, is a very important factor. This process can help you ascertain factors such as keywords, links and content. Great Content Writing high quality and original content is a great way to enhance search engine rankings. URLs, Title Tags and Meta Tags All the URLs, Title and Meta Tags should be optimised and made different for every page of your website. Headings (h1) and Sub-Headings (h2 h6) Headings play an important role in organising information and letting search engines know what words are considered important.
Image Title and ALT Attributes The title attribute is a direct method of telling the search engines and users where a particular link will take them. The ALT attribute is specifically used for describing an image to the search engines, otherwise, they would not see it. By slotting in keywords to these attributes, the search engines will link certain words with certain pages. Anchor Text Ensure that words that link internally and externally are relevant to the page they are linking to. There is no point having a link that says click here as the search engines will associate those words with your site. It is also recommended to have a range of keywords used to link to your site. Submit Static and XML Sitemaps Since every page on a website is linked to the sitemap, it enables the search engine spiders to enter and index your site much faster and easier.
Use Checklists and Validators There are several ways to validate the accuracy of your websites source code. Having broken links or images can severely impact on any SEO program, not to mention frustrating customers. Data Analysis What is the point of conducting any campaign without setting in place some kind of analytical investigation into its performance? By knowing customer behaviour and website performance, a better, more direct campaign can be instigated.
Notes _______________________________________ _______________________ ________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ _______________________________________ ___________ _____ What are the differences between Broad, Exact and Phrase match types in the Keyword Tool?
Google Keyword Tool allows you to search for keywords filtered in three different ways: Broad Match, Phrase Match and Exact Match.
Out of the three, the most useful one when picking a keyword phrase is the Exact Match. Heres why: Broad Match Broad match searches are the default setting in the keyword tool, and unfortunately the least useful because they return a highly inflated number. If you are searching for Adult Education the broad search will return the number of searches containing adult, education, adult education or any other word that Google deems related in any way. Needless to say, this could lead you to believe you have found a phrase that has a lot of searches and huge traffic when in reality it could be the opposite. Phrase Match Though the phrase match is a bit broader than exact match, it is still useful. Once again lets assume your researching the keywords adult education. The phrase match will return the number of searches that include ALL the words in your search, but may have variations. This will, for example, include searches for best adult education, adult education Sydney or adult friendly education. Exact Match This is by far the most useful metric out of the three. This provides you the number of monthly searches for your EXACT keyword: adult education, no variation or additions. Picking keywords for an Exact Match will give you the most unadulterated data.
Brainstorming - Thinking of what your customers/potential visitors would be likely to type into search engines in an attempt to find the information/services your site offers (including alternate spellings, wordings, synonyms, etc.). Surveying Customers - Surveying past or potential customers is a great way to expand your keyword list to include as many terms and phrases as possible. It can also give you a good idea of what's likely to be the biggest traffic drivers and produce the highest conversion rates. Applying Data from Keyword Research Tools Several tools online offer information about the number of times users perform specific searches. Using these tools can offer concrete data about trends in keyword selection. Term Selection - The next step is to create a matrix or chart that analyses the terms you believe are valuable, and compares traffic, relevancy and the likelihood of conversions for each. This will allow you to make the best-informed decisions about which terms to target. Performance Testing and Analytics - After keyword selection and implementation of targeting, analytics programs that measure web traffic, activity and conversions can be used to further refine keyword selection.
Targeting the best possible terms is of critical importance. This encompasses more than merely measuring traffic levels and choosing the highest trafficked terms. An intelligent process for keyword selection will measure each of the following: Conversion Rate - the percentage of users searching with the term/phrase that convert (click an ad, buy a product, complete a transaction, etc.). Predicted Traffic - An estimate of how many users will be searching for the given term/phrase each month. Value per Customer - An average amount of revenue earned per customer using the term or phrase to search - comparing big-ticket search terms vs. smaller ones.
Keyword Competition - A rough measurement of the competitive environment and the level of difficulty for the given term/phrase. This is typically measured by metrics that include the number of competitors, the strength of those competitors' links and the financial motivation to be in the sector. Once you've analysed each of these elements, you can make effective decisions about the terms and phrases to target. When starting a new site, it's highly recommended to target only one or possibly two unique phrases on a single page. Although it is possible to optimise for more phrases and terms, it's generally best to keep separate terms on separate pages, as you can provide individualised information for each in this manner. As websites grow and mature, gaining links and legitimacy with the engines, and targeting multiple terms per page becomes more feasible.
Dynamic Content
Why should a search engine rank your site above all the others in its field? If you cannot answer this question clearly and precisely, the task of ranking higher will be exponentially more difficult. Search engines attempt to rank the very best sites with the most relevant content first in their results, and until your site's content is the best in its field, you will always struggle against the engines rather than bringing them to your doorstep.
It is in content quality that a site's true potential shows through, and although search engines cannot measure the likelihood that users will enjoy a site, the vote via links system operates as a proxy for identifying the best content in a market. With great content, therefore, come great links and, ultimately, high rankings. Deliver the content that users need, and the search engines will reward your site.
Content quality, however, like professional design, is not always dictated by strict rules and guidelines. What passes for "best of class" in one sector may be below average in another market. The competitiveness and interests of your peers and competitors in a space often determine what kind of content is necessary to rank. Despite these variances, however, several guidelines can be almost universally applied to produce content that is worthy of attention: Research Your Field Get out into the forums, blogs and communities where folks in your industry spend their online discussion time. Note the most frequently asked questions, the most up-to-date topics and the posts or headlines that generate the most interest. Apply this knowledge when you create high quality content and directly address your market's needs. Consult and Publish in Partnership with Industry Experts In any industry, there will be high-level, publically prominent experts as well as a second tier of "wellknown in web circles" folks. Targeting either of these groups for collaborative efforts in publishing articles, reviewing your work or contributing (even via a few small quotes) can be immensely valuable. In this manner, you can be assured that your content is both link and visitor-worthy. In addition, when partnering with "experts", exposure methods are built-in, creating natural promotion angles. Create Documents that Can Serve as One-Stop Resources If you can provide a single article or resource that provides every aspect of what a potential visitor or searcher might be seeking, your chances for success in SEO go up. An "all-in-one" resource can provide more opportunities than a single subject resource in many cases. Don't be too broad as you attempt to execute this kind of content creation - it's still important to keep a narrow focus when you create your piece. The best balance can be found by putting yourself in the potential users' shoes - if your piece fits their needs and covers every side of their possible interests, while remaining "on-message," you're ready to proceed.
Provide Unique Information Make sure that when you design your content outline, you include data and information that can be found nowhere else. While collecting and amalgamating information across the web can create good content, it is the unique elements in your work that will be noticed and recommended. Serve Important Content in a Non-Commercial Format Creating a document format that is non-commercial is of exceptional importance for attracting links and attention. The communities of web and content builders are particularly attuned to the commercialisation of the web and will consciously and sub-consciously link to and recommend resources that don't serve prominent or interfering advertising. If you must post ads, do so as subtlety and unobtrusively as possible. One Great Page is Worth a Thousand Good Pages While hundreds or dozens of on-topic pages that cover sections of an industry are valuable to a website's growth, it is actually far better to invest a significant amount of time and energy producing a few articles/resources of truly exceptional quality. To create documents that become "industry standard" on the web and are pointed to time after time as the "source" for further investigations, claims, documents, etc. is to truly succeed in the rankings battle. The value of "owning" this traffic and link source far outweighs a myriad of articles that are rarely read or linked to.
It is always considered best practice to seek links from non-spam, legitimate sites within the same subject matter as your own. Quality content attracts quality links When you write a blog post that's interesting, useful, controversial, topical, or funny, you've created "linkbait." Linkbait is content that others want to link to and share on their blogs, in their Twitter streams, on their Facebook pages, or in some other online forum. Search engines, which are beginning to experiment with using Twitter and public Facebook data as ranking factors, see such links as endorsements of your content. To get a Quality Link offer something valuable in return One-way to get a backlinks to your small business website is to create original, worthwhile content that contains an anchor text or other link to your site, and to offer that content to another site. For example, offer to write a guest post on a blog relevant to your industry and add a backlink to your site in the post. Do your research first to ensure that you know the site's target audience. To sweeten your offer, propose guest posts on topics you know people are actively searching for at the moment. Get listed in online directories, especially those that are relevant to your industry There are countless Web directories, such as Yellow Pages and True Local, which will list your business by one or more categories and include a backlink to your site. Generally speaking, look for directories that are human-edited, as the search engines tend to give links from those listings a bit more weight than directories that allow you to add a listing yourself. The most valuable listings are from directories particular to your vertical industry. For instance, if you sell products of interest to human resource professionals, a directory listing on a site such as Workforce Management -- even though it requires a fee -- is more valuable than one on a general business directory. In this scenario, you're not just getting a potential SEO lift from the link. You're also posting your listing in a place where your target customers are likely to see it.
Don't be afraid to buy links. Just be smart about it Link building is a time-consuming process. Unsurprisingly, there's no shortage of businesses offering to do the job for you quickly. But paying an SEO firm to get backlinks from dubious, spammy sites can actually cause you to get penalised by the search engines. Even so, paying for links should be a part of an overall link-building strategy. If there's an online trade publication in your industry and they have a vendor area or sponsored content, it would be foolish not to consider that as part of your link marketing strategy. As with an industry-specific directory listing, you're exposing your site to target customers -- which can deliver more business benefits than the potential search engine lift. Scope out the link universe and look for patterns When formulating a link-building campaign, think about where your target audience goes online to get information about the kinds of products or services you offer. Do relevant, topical keyword searches in Google or Bing to see which sites rank highly. Usually, top-ranking sites are those that the search engines trust to be legitimate and that offer quality content on the topic relevant to your keyword. Look for competitors as well as bloggers, informational sites and trade shows. This research will help you define the potential "link universe" to target for your particular industry. The goal is to create a list of the 25-50 sites that represent the competitive landscape as well as the top content sites for your industry. Then, using link analysis tools, look for linking patterns between the sites in your link universe. This will help you identify links your competitors are getting but you aren't. This gives you a starting point for your link-building campaign. Don't just copy your competitors; go after links they don't have If you want to beat your competitors in search engine results, simply copying their link strategies isn't enough. Look for holes in their strategy. Think about high-quality, original content you can create to get backlinks that your competitors lack.
Google
In a world full of search engines, Google would be king. It is undoubtedly the number one search engine in the world. In Australia, Google accounts for approximately 95% of all search engine queries, with our other major two search engines (Yahoo & Bing) holding roughly an equal share. This being the case, one would logically conclude then a SEO focus on Google is imperative.
Web Analytics
A website is a necessary modern business tool and accordingly most businesses do have one. But how many businesses actually know how effective their site is? How many thousands of dollars have been spent on flashy websites, with fancy designs without ever knowing if that design is affecting the customer in a positive way? How do you know which one of your online ads is actually sending people to your site? How would you know if the website is engaging people correctly to convert them into a desired outcome? The answer is website analytics. One must remember that getting visitors to your site is only 10% of the game. In reality the website must be able to enable people to perform actions that are at the heart of your sites existence. This could be signing up for a newsletter, providing feedback or convincing them to make a purchase. The visitor who completes this action "converts" into a customer and it is the maximisation of this conversion that is all so important. The majority of business owners wrongly assume that there is not much they can do to increase this conversion rate and thus focus on enlarging the number of hits to the site. The problem arising here is that you may have a lot of onlookers to the site and not necessarily customers. In its most basic form Web Analytics enables you to monitor: The number of visitors you had to the site for a period of time How long these visitors are spending on the site How many pages these visitors navigated through Where the customer came from to reach the site (i.e. was it through an ad, a search engine or directly typed in) Where in the world they originated from If and how a conversion was made based on your pre-requisites
Example: www.dpcd.vic.gov.au
The best element of analytics is that it will help you establish trends and adjust your marketing accordingly. If you are spending hundreds of dollars running 5 banner ads on 5 different sites, but only 2 of them are sending traffic your way, you now can cancel the 3 useless ones and direct the money being spent on them into alternative sources or back into the successful ones. Web analytics gives you the tools to better understand where your marketing budget should be directed. Before employing web analytics into an Internet marketing strategy, the marketing department is reliant on conjecture and presumptions. With web analytics this department can explore with assurance multiple aspects of online marketing, including email marketing, search engine marketing, blogs, social networking, social media, ads on other websites, and more because they know they can establish how useful each facet is after experimenting with it for a relatively short term. A combination of various Internet marketing outlets is also particularly important, as a marketing strategy that leverages several customer contact points enables a capitalisation of potential business. If a customer sees an ad on a web page they frequent, reads an article about your company that you strategically placed online, and also sees that youre offering a deal on your Twitter page, you are much more likely to get the desired conversion out of the prospective customer, compared to if you only used one of the three mediums. Continuous vigilance is also required to make sure your SEO strategy is performing at the level you intend it to. Its very well to execute a keyword campaign in order to drive traffic to your website, but what may have been a successful keyword yesterday is by no means guaranteed to perform well tomorrow. In order to guarantee a highquality campaign that brings only the most qualified visitors to your site, you must frequently update your SEO strategy to reflect changes in web traffic and search trends. One of the best advantages of online marketing is that it is completely quantifiable. The actions of a web user are traceable from the moment they get online until they sign off. The search patterns of each user who visits your site can help determine the greatest way to market your products and the website itself in order to attract new visitors.
If you want your business to be successful, it is imperative to understand exactly how your website works and where the weak points are to be found. Ultimately, by understanding what web analytics has to offer you can achieve the most important aspect of any website functionality maximisation of profits. Finally, web analytics is essential because: It reduces uncertainty It directs resources into the most effective and efficient medium It increases confidence in Internet marketing campaigns It helps quantify conversions
Google Analytics
Google Analytics is a tool which allows you to see where and how traffic comes to your website. It is a free statistics tracking and analysis service that allows web site administrators to analyse traffic flow on a website. Regardless of the purpose of the website, Google Analytics can help make that website better. Here are the essential features of the best analytics software money can buy (its free of course), and how to utilise them to your advantage.
Keyword Source Knowing how customers find you is one of the most important questions in sales and marketing. Google Analytics tells you what search keywords people are using to find your site.
Top Content For each page on your site, Google Analytics will tell you how many times it has been viewed how much time the average visitor stays there, and how many people leave your site after visiting.
Referring Sites Not only can you see the traffic generated, but also goal conversion on the sites sending you traffic. Thus, you can get a read not only on the number of visitors a link partner is sending, but also on the quality of the traffic.
Top Exit Pages Knowing your trouble spots tells you where you need to improve, and Analytics lets you see your top exit points over a specified date range.
Bounce Rate The bounce rate tells you how many people come to your site and leave without going any further.
Site Overlay Allows you to mouse over your links and see how much they are being clicked on and whether they ultimately lead to goal conversion.
Visitor Loyalty How often do your visitors come back? Reducing the percentage of people that only visit once should be one of your constant priorities.
Goal Setting If you dont set goals, Google Analytics isnt going to take you very far. Once you have your business goals setup in Analytics, you are able to unleash vast amounts of data about whats working and whats not.
Deep Geographic Data You can now see how your site is performing in a variety of metrics by city or country.
Funnel Visualisation This is a fancy way of saying where do users bail out of the registration process? By knowing this information, you can attempt to fix the parts that seem to be scaring users away.
With Organic listings and Paid listings, a local business 7 pack is usually also displayed. This is to the detriment of Organic SEO, as these 7 packs are now usually in the top 3 positions. This has created a major boom to small and medium business owners who could not afford an ongoing SEO or PPC campaign, as they now have an equal chance of showing on the front page of Google. This move to local results is generated by a number of factors the number one factor being the computers location or IP address (unique browsing code for each computer). Once Google locates you it can then generate the best local business results for you. But how do you get yourself into the 7 pack listings. The answer is Google Places.
Google Places has also added the ability for business owners to post real-time updates to their Place Page. You might want to promote a sale, a special event or anything else that you want customers to know right now, and this feature lets you communicate that directly to your customers. You can also provide extra incentive by adding coupons, including ones specially formatted for mobile phones. One out of five searches on Google are related to location, and Google Places is a great way to make sure that businesses are able to be found and put their best foot forward. And the best thing is its FREE!
Step 5: Fill in all the fields Step 6: TIP 1: Use keywords in your description Step 7: TIP 2: Use keywords in your categories you can have up to 5 (1 must be a generic Google category though) Step 8: TIP 3: Add 10 photos (ensure the first photo is your logo) Step 9: TIP 4: Add 5 videos (if you have them) Step 10: TIP 5: Add at least three additional details i.e. Adult Education: Yes, Accredited Courses: Yes, Certificates: Yes Step 11: Click Submit If claiming a listing you should be able to get a phone call from Google to verify the account. Otherwise you can arrange for a letter to be sent. Here is an example of why the categories chosen are so important:
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PowerPoint Slides
Social Media
Never before has a medium had such a dramatic impact on the way we live, learn and share. Social Media has created a fundamental shift in the way we communicate. Social media is here to stay. And, while consumer marketers may have taken the lead in harnessing its power, companies can no longer afford to ignore it. Buyers are spending a lot more time on the web doing independent research, getting information from their peers and experimenting with forums and micro-blogging. Like it or not, social media plays a huge role in the new business decision-making process. As a business marketer, you need to learn to leverage it for building relationships, listening to the market and influencing buyers before theyre even identified as potential leads. This section shows you how to use social media to drive new business and revenue. Whether youre just starting out or have a well-defined social media plan, this will be your go-to guide. First things first, lets get an overview of how Social Media has impacted our lives.
Today, marketing through SEO, PPC and e-mail are still very much a part of the marketing mix, but social media sites such as Facebook, Twitter, LinkedIn and YouTube drive a large portion of the business interactions on the web. Because prospects are more likely to click-through to third-party reviews or blog postings to get word-of-mouth recommendations, search engines rank these sites higher (which in turn makes social content more accessible). If these social media leads do find their way to your company website, they will typically contact your company only when theyre ready to engage with sales. In this way, social media leads present a unique lead nurturing challenge, and a huge opportunity at the same time.
social media enables your company to reach a huge number of potential customers. Getting your name out there is incredibly important studies suggest that people need to hear a companys name at least seven times before they trust and respect it enough to become a customer. Take your message directly to consumers: Social media tools enable you to directly engage consumers in conversation. Be sure to build trust by adding value to the community consistently over time. Increase your search engine rankings: Social media profiles (especially those on Twitter, Facebook, and LinkedIn) frequently rank highly with major search engines. Creating keyword-rich profiles around your brand name can help generate traffic for both your social-networking sites and your companys Web site. SEO benefits: Many social media bookmarking sites (including Friendfeed, Digg, and Mixx.) provide backlinks to your site, thus giving you an SEO boost. Social media content is now integrated with search results: Search engines are increasingly indexing and ranking posts and other information from social networks. Videos from popular sites like YouTube can also be optimised for indexing by the major search engines. Brand monitoring: Having a social media presence gives you a better understanding of what current and potential customers are saying about your products and services. If you actively monitor social conversations, you have the opportunity to correct false or inaccurate information about your brand and address negative comments before they take on a life of their own. Generate site traffic: You can create additional traffic if you regularly post updates on social networks that link back to your Web site. Social media bookmarking tools like Digg, Reddit, and Stumbleupon can also generate additional traffic to your site if you create frequent articles and blog posts.
Find new customers through your friends: You shouldnt neglect your personal social media accounts as potential avenues to promote the activities of your business. Posting regular updates relating to your business and activities can remind your friends about what your company does and influence them to use your services or make referrals. Find new customers through your company profile: Your company profile is a great opportunity for you to post regular updates on your activities and about important news and trends in your industry. This will attract the attention of new customers interested in your industry and increase your reputation as an expert in your field. Its important to post regularly if you want to increase your followers or fans and convert them to potential leads. Niche marketing: Social media enables you to reach very specific subsets of people based on their personal preferences and interests. You can create unique social media profiles to target these audiences or create strategies based on addressing individual interests.
You produce enough quality content to sustain social media conversations. Content feeds the social media beast. Audit your existing marketing assets and identify the educational piecesthese perform much better in social media than traditional sales collateral. You know which social media sites are popular with our prospects and customers. Do your research and focus your energy and investments where your audiences are. Your company website is prepared for social media attention. Before you set up multiple social media profiles and pages, make sure your own website is in good enough shape to handle the attention (i.e. youre proud of the way it looks and works), and be sure you have a plan in place to market to the leads generated. You are ready to incorporate social media strategies throughout the buying process. Social media is not just for the top of the demand generation funnel. Its important to monitor and track your prospects and customers throughout the revenue cycle.
Who are you targeting with social media? HOW How can you deploy social media tactics for measurable success? WHAT What goals or objectives do you want to accomplish?
How can you deploy social media tactics for measurable success?
We need to address a number of different tactics that you can employ to achieve the business results youre seeking through social media. Select a few that you think will have the most impact on your organisation and start with those.
Facebook
We all know what Facebook is. It is possibly the most remarkable online story ever; so remarkable they made a movie about it. From 0 to 700 million users in just 7 years and now worth an estimated $70 billion, Facebook has well and truly made its mark on the digital world.
CUSTOMER ENGAGEMENT: Entice, engage and invite customers to your business with a variety of marketing initiativespromotions, contests, events, sales, special offerswhich can all be advertised on your Facebook page. DRIVE WEB TRAFFIC: By including a link to your website on your Facebook page you are encouraging fans, friends or interested parties to visit your website, therefore increasing your web traffic remember the more people to your website the better. REPUTATION MANAGEMENT: Having a Facebook account not only allows you to speak directly to your customers but it also allows you to see what they think of you and your business; they may offer suggestions for improvement. ACQUISITION OF NEW CUSTOMERS: Find consumers who you may never have had contact with previously. Facebook has the ability to open up a new world of customers to you. GENERATION OF BUSINESS LEADS: Not only will Facebook expose you to new customers and clients but also to possible business leads. Review other profiles and find out if theyre the right people to target for future business leads. Open your business world up to the possibilities of Facebook. CLIENT/CUSTOMER RETENTION: Facebook allows you another avenue to connect with your clients and customers. When they feel appreciated they are more likely to stay a client or customer. Increase customer retention rates by listening to what your clients and customers want Facebook is a great interface for conversation. ACCESS TO SOCIAL NETWORKING: In todays world if youre not on-line then youre seriously lacking the cool factor. When most people want information, they head straight for the Internet. With the increasing popularity of Facebook, people now head straight to Facebook if they want to know more about a person or business. You never know who is using Facebook and with the boom in social marketing, your networking possibilities are endless.
VIRAL MARKETING: Viral marketing is word-of-mouth on warp speed. Take advantage of this latest marketing tool and get your name out there fast and to lots of people. Create excitement about your products or services that will result in people not being able to resist wanting to be your Facebook friend. BRAND AWARENESS: Do you know how your customers and clients view your business? Do you know if they have any thoughts for improving your business? Brand awareness is a vital element of marketing and is used to measure your clients knowledge of your business. Facebook is easy to use and people will like reading about your business and your brand and how it came to be. CUSTOMER FEEDBACK: Facebook is a comfortable and user-friendly platform that people are happy to use which is why it is a great way to get customer feedback on elements of your business. Use your wall to ask questions and see what responses you get. It also gives you the opportunity to speak directly to customers and clients about any of their comments. BUSINESS HUMANISATION: Put a face, or many faces, to your business. This will allow your current and future customers to see you and know exactly who theyre talking to when they are dealing with you. Placing photos of company events, employees performing their jobs or happy customer pics will humanise your business to those looking for your goods or services. TARGETTED ADVERTISING OPTION: Facebook also has an option for businesses who want to reach an exact audience and connect with real people. Facebook advertising is a newer element to Facebook and is a paid service which is quick and easy, targeted to your exact demographic and tracked so you can see the results. SOLID USER FOCUSSED COMPANY: Although Facebook has only been around since 2004, its growth in popularity is unlike anything before it. From having 1 million users in 2005 to having over 700 million users today is phenomenal and something that your business should be a part of.
LET YOUR FRIENDS KNOW THEY ARE SPECIAL : Showing your friends that theyre special to you will benefit your business in a multitude of ways. You can do this with regular updates on new products and services; special offers for your Facebook friends; running competitions for your Facebook Friends; and creating a conversation where people feel comfortable to contribute. These will all let them know you are aware of them and appreciate their support.
This feature, which requires a user to allow you to have access to their details, is a great way of garnering more demographic data about your customers. There is a fine line here though, as a lot of people dont like having to give out a lot of personal data. This feature would only be embedded if there was a special section of the site that could reward people for logging in. For example, premium articles or offers. Facebook pages have developed a long way since inception. Now you can customise and funnel potential customers through separate portals, allowing one type of customer to see one thing and actual fans to see another. A great tool that allows you to do this is iFrames for Facebook it is simple to download to your Facebook page but does require some basic HTML knowledge in order to be used correctly. Ultimately, Facebook needs to mirror your website think of it as a micro-site, with the most pertinent and important information held here. It needs to be succinct and to the point, as users time is precious, but it needs to send a strong message that the user needs to join the community.
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Twitter
Twitter is a social networking and micro-blogging service that allows you answer the question, "What are you doing?" by sending short text messages 140 characters in length, called "tweets", to your friends, or "followers." The short format of the tweet is a defining characteristic of the service, allowing informal collaboration and quick information sharing that provides relief from rising email and instant messaging fatigue. Twittering is also a less gated method of communication: you can share information with people who you wouldn't normally exchange email or instant messaging messages with, opening up your circle of contacts to an ever-growing community of like-minded people. You dont have to build a web page to surf the web and you dont have to tweet to enjoy Twitter. Whether you tweet 100 times a day or never, you still have access to the voices and information surrounding what interests you. You can contribute, or just listen in and retrieve up-to-the-second information. Some people never tweet, they simply use Twitter as a way to get the latest information on their interests.
Australia is approaching 3 million users 70% of which are aged between 18-49
Is it suitable?
Surveys on using Twitter for business always seem to have very mixed results ranging from business owners who swear by it, to those who think it has some potential, to those who think its a complete waste of time. As time went on and the importance of inbound marketing and building relationships through social media developed, more people have come around to see the value to using Twitter for business. Twitter is not only a great way to share your expertise and to establish yourself as a thought leader in your field, but you can also learn so much from your fellow Twitter users. Its like having a whole research team at your fingertips. The key to using Twitter effectively is to follow the right people and to join in on the right conversations. You dont want to follow someone who tweets about what they ate for breakfast or what they are watching on TV. Likewise, people wont want to follow you if you are not sharing valuable information. You can also follow your competition on Twitter to see what they are up to. (But remember that they are probably following you too, so dont tweet what you dont want your competition to know about!)
Valuable information doesnt mean you have to give away your trade secrets, but you could share an interesting blog article (written by you or someone else.) Or you could share a link to a video that you find interesting or an upcoming webinar. You can also use Twitter to find out what people are saying about your company including your customers. Addressing complaints or issues is a great way to improve customer satisfaction. Let your customers know that you are listening to them. After all, listening and relationship building is what social media is all about.
Dont automate it: If youve got a blog thats connected to your business, you can use a service such as TwitterFeed to directly channel your new blog posts into Twitter posts. Sounds nifty, doesnt it? Dont do it. Your businesss primary Twitter feed ought to be hand-fed. If you publish a flood of impersonal links, your Twitter account will just seem like a faceless promotion machine. Thats not any way to engage people on Twitter. Link to the very best stuff on your blog, as well as relevant stuff you see elsewhere on the web, and also post items that dont contain links at all. Be conversational: Your businesss Twitter account should talk like a person, even if its a collective person representing your company or brand. Think of your Twitter account as a character in a little Internet play, its a walking, talking personificati on of your entire company. If you feel like it, take it to the limit: Use the first-person (Theyre putting my stuff on sale again!), or invent a personality. Or just use the royal we and our. Be chatty. Follow people who are relevant: From your Twitter account, follow everyone on your staff that uses Twitter. Follow colleagues in related companies and in your industry. Follow relevant brands and journalists and pundits in your market, even those who compete with you. Its polite to follow people. And by following people you are creating an ecosystem, people will see who you are following and consider those as suggestions for users they should follow as well. Make sure your people are on Twitter, and refer to them: Individuals tweet different things than companies. Its okay for your companys employees to talk about making waffles or going out for drinks, as well as what theyre working on. Not everyone will embrace Twitter, but many of them will and even the most personal stuff that leaks on to Twitter can help make stronger personal connections with colleagues and audience members alike. This being said, you need to be aware of who your employees are and make them aware that everything they write on Twitter (unless theyre using a protected account that limits access) is public.
If theres someone who works for your company whose Tweets are a bit risqu, you should consider whether or not you want to refer to them from your companys account. An alternative is to ask employees to create two Twitter accounts; one for work matters and one for their personal use. The accounts should be kept separate. Answer your mentions: People will refer to your companys account as if it were a person. You should reply to tweets that mention you, when relevant. This will give your account more personality and will make those people feel engaged directly with the brand. For example, a person might ask you a question directly: @acfe Hi. Do you know when Learn Local will be launched? Thanks. @benwild Learn Local is launching this weekend. I will DM you the details. Search for your name: Beyond mentions, which are specific references to your Twitter account, there are probably people using Twitter to talk about your business. Use Twitters powerful search features to find those references, either from the Twitter Web site, a Mac-based Twitter client program such TweetDeck or Tweetie that supports saved searches, or even via your RSS reader by subscribing to the RSS feed linked to/from every Twitter search results page. There are a lot of companies offering great customer service and support on Twitter by watching what people say about them. Consider creating subaccounts for sections of your business or customer base. Use Twitter to ask your customers questions: Twitter is a great way to get answers to questions. Trying to figure out what your customers want to see or are interested in? Use Twitter to ask them. Sure, its not a scientific survey, but it can give you an immediate snapshot of the current mood of the market. This can be both instructive and productive. Create special offers: People are making decisions on what to read, view, purchase, visit, and sample, based on the information that filters through their attention dashboards. At best, even the most qualified information sourced from the most trusted contacts will receive only a
cursory overview. The trick is to concisely introduce the value up front. If the offer is compelling and affiliated with their interests, the consumer will make the connection to personal value and benefits and click-through to redeem the special or coupon when ready, or so inclined. Be a good Twitter citizen: Can you persuade your Twitter followers to promote you to their followers? Sure, but be mindful: he who has the most followers doesnt necessarily win. If you get people to promote you to their friends in order to win a prize or enter a sweepstakes, you may end up creating a harmful backlash. For example: a software-deals site offered a free program to anyone who would tweet about its bundle to his or her friends. The people who tweeted were rewarded, but many of their friends felt like they were receiving spam. Even though the people who tweeted were complicit in the act, it was the company that induced the tweeting that received the bulk of the criticism. The etiquette of Twitter is still evolving, so be wary.
Notes
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4.
See Module 5, Page 81 for the steps. 5. Register for free listings with 5 prominent Local Directories a. Yellow Pages (http://www.yellowpages.com.au) b. True Local (http://www.truelocal.com.au) c. Start Local (http://www.startlocal.com.au) d. Hot Frog (http://www.hotfrog.com.au) e. Local (http://www.local.com.au) Note: Try to fill in all the details possible as the more information you put in, the more people will get out. Also these directories like businesses that fill in all the relevant fields and rank them accordingly. Note: All business listings need to be consistent especially the name, address and phone number. It is vitally important for rankings that these three fields are the same across all mediums. Note: If you find that a listing already exists try to claim it as your own. If you find that some of the details are wrong, try to find a way to email any incorrect listing information to the directory site. This may take a few hours and can be quite tedious and boring but it only had to be done once. 6. Register your details with the five leading Social Media sites a. b. c. d. e. 7. Facebook Twitter LinkedIn YouTube FourSquare
Go to Google.com.au and click sign in from the top right hand corner. From here click the Create an Account now enter in the details of this email address and follow the steps to verification. 3. Gather all necessary data about your business: a. Business Name b. Address c. Phone d. ABN e. email f. Website g. Short Descriptin h. Long Description i. Payment Methods Received j. Opening Hours k. Photos (at least 10 one of which must be the logo) l. Videos (5 if you have them) m. Any other extra important information
Facebook requires a personal profile in order to create a Business Page. So if you do not have a personal profile, you will need to create one. Create an Account: http://www.facebook.com/r.php
Once you have an account, go to this link: Create a Page: http://www.facebook.com/pages/create.php Click on Local Business or Place and follow the steps. Make sure you fill out all the business details as comprehensively as you can. The most important one is the description field as this text will be shown (along with the profile picture) every time the page is shared. TIP: Create a profile picture for your page that is 180 pixels wide and 540 pixels long. This is the maximum picture size available and allows you to customise messages that you want to send. TIP: At every point along the way try to share your page to every person in your personal account and in your contact list. Let Facebook find fans for you. TIP: If you have a database of email addresses upload it to Facebook and let them invite these people to like your page. Facebook prompts you for this as you create the account but if you get stuck, go to Facebook Help and follow the prompts. TIP: There is a share button, (bottom left hand corner) for the fan page. Share this with your friends with a message such as hey we just set up our Facebook page it would be great if you could like us and share with your friends TIP: Get EVERY employee in the organisation to share the page as well. TIP: You may want to make certain employees an Administrator of the account also. This means they have access to the account and its workings from their own personal login. This allows for a bigger database of potential fans to be targeted. However, by allowing this option a detailed plan about who does what, says what and posts what, needs to be developed. TIP: Make your first three posts the 9 photos you collected for the directory stage. Do this in batches of three, as it will populate the wall feed and the photos tab on the top of the page. TIP: Images are the most looked at pieces of information on Facebook, followed by videos and then articles. Plain updates are the least looked at. Always when adding information, add an image and/or a link.
8.
If you do not have a Twitter account, set one up (https://twitter.com/signup). Once again fill out all the relevant information as much as you can. Select a profile picture (logo) and also customise your background. If you have created a customised Facebook profile, I would use this image as your Twitter background. You will need to get the designer to alter it a little though: Instead of being 180 pixels x 540 pixels it needs to be 1900 pixels wide and 800 pixels long. However, in the main message, the image needs to be 180 pixels wide and 800 pixels long. Go to your account settings, click on design and click change background image. Then upload your resized photo and click save changes. TIP: In the settings tab (under account) Check the Add location and Allow photos from other users tabs. This is a nice touch and allows for people to find you by location. TIP: Twitter, in the setup process, will try to help find you some people for you to follow. Type in your location and keywords when prompted and follow any people who you consider to be relevant (remember you can always unfollow people at any stage). Obviously, follow Learn Local and any other relevant Government bodies and try to find some of your other education providers. It may also help to follow any tourism boards for your area or some local sporting teams or businesses. TIP: As with Facebook, Twitter allows you to search through your contact lists and upload files of email addresses. TIP: Create three tweets that can get your feed rolling. Consider one about having started, one about your website (with a link) and the final one about the Facebook page you just created. 9. LinkedIn
Create a profile on LinkedIn (http://www.linkedin.com). Once again, fill out all the relevant information as much as you can. Upload logos and contact files and ask people to be part of your network. TIP: In the search bar in the top right hand corner, conduct a number of searches for keywords, locations and industry people. Ask as many as you can to become part of your network.
TIP: To get people to connect with you, you must make sure all your professional details are filled out and correct. People will only connect with people who they think are relevant. TIP: Your first post should indicate that you are new to this forum and that you would appreciate any help with connecting. Always add a link to your site, so you can let people know you are legitimate and they can do their research on you. 10. YouTube Create a YouTube account for your business (http://www.youtube.com/create_account) - once again making sure you fill out all the relevant data. You can customise your channel look and feel and use your Twitter background image for this medium. It needs to be adjusted to 1375pixels by 1400 pixels with the first 180 pixels being where the message is again. Click on you account name in the top right hand corner, select channel. Click themes and colours and then click the new them tab. Where it says, Background image upload the image file. TIP: Make sure when uploading videos that you include a link to your website in the main description. TIP: Make sure you include keywords in the video title TIP: Make sure you fill the tags section with as many keywords as you can. TIP: Make sure you attach a location to each video. TIP: Do not allow videos to automatically upload to Facebook and Twitter you want to be able to monitor this and customise your messages. 11. FourSquare (https://foursquare.com) FourSquare is a relatively new location based check in game that has grown exponentially in the last year. Basically, people check in to locations and share it to their social platforms. They earn points and badges for doing this and can get access to discounts and vouchers. The person who checks in the most at your venue becomes the online mayor of this venue (this may entitle them to a special Mayor deal or do nothing).
FourSquare is huge in the USA but not incredibly popular here yet but in time it will be. To create a FourSquare profile here is a great article on best practice (http://aboutfoursquare.com/3-tips-forsetting-up-your-brands-profile-on-foursquare/). There are just three simple steps to follow. A verification letter from FourSquare will be sent to your business to authenticate that you are the owner. Once this arrives, you have access to creating deals and vouchers. The advantages of creating a FourSquare business listing is getting people to check in that they are at your business. This is a great way to easily spread the word about who you are. It is completely user generated and the message gets shared across the Internet. People are doing it now (without you knowing) so you might as well own the space and have some control over the details that are being spread. By providing the correct details for people to check in with you, you are ensuring a consistent message across the platforms. TIP: Consider incentivising the check in process. Is there something you can offer by getting people to check in and sharing this check in online? Maybe by aligning with a local coffee shop you can get the Mayor free coffee or you could perhaps send a discount to people who share their check in via Twitter.
General Tips
Add a customised welcome page to Facebook
When in your personal Facebook page type Static HTML: iframe tabs into the search bar. In the bottom left hand corner click add to my page select your Business Page. Click on the account tab in the top right hand corner. Select Use Facebook as a Page This means that you are now using Facebook as your business profile not your personal one (VERY IMPORTANT TO UNDERSTAND THIS). Click on the Welcome Tab on the left hand side. Here you can customise welcome pages for new fans and existing fans. The problem is, you need to have a basic understanding of HTML code and how to upload images via ftp. Your web designer should be able to do this for you or you may need to pay someone (only once) to show you how it is done.
There are two reasons for doing this: 1) Google loves dynamic content (ie. updated information on the homepage) and Twitter facilitates this, and 2) It is a great way to keep visitors to your site informed as to what is the latest news.
If you have a Smart Phone ensure your business accounts are set up on it
Things happen at an instant and the smart phone allows you to take advantage of this. Any photos, videos or interesting things can be shared immediately via simply sharing from your phone. For example, if you take a photo of some learners, you can go into Facebook immediately and upload these images to your Business Page. It allows you to update at an instant and means that the news feed is constantly moving. If you have linked Facebook to Twitter this medium gets updated too. If you take video, there is usually a link that asks if you would like to upload immediately to YouTube always do this (by adding a YouTube bookmark to your phone you will always be logged into your business account).
From here you can go to your YouTube account and share the video to Facebook which then can share it to Twitter.
Instagram (http://instagr.am)
A great new photo-sharing network has emerged called Instagram. It is a smart phone app which garnered more than 1 million downloads in its first weekend. It is like a social network, but for imagery. Basically, it allows you take photos with your phone, add an effect to it and then share it via the social media. You can follow people and see their imagery, make comments and post updates. As it is location based and geo-tagged, businesses can have a library of photos created for it and published online. It is a really fun tool that will take off in the next year.
PowerPoint Slides
Getting Started:
Three things I can start now.