Web Marketing 2.0
Brendan Bailey
June 12, 2008
www.arapahoe-nation.org
Indian Guides
Walapai Tribe
Meckcha Federation
Charlotte, NC
1970-1972
Brendan “Red Cloud”
Reno “Morning Cloud”
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2007-08 Nation Chief
Y-Guides & Princesses
YMCA of the Triangle
Brendan “Red Cloud”
Aaron “Tough Bull”
Ashlyn “Fuzzy Kitty”
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Y-Guides & Princesses Program
• Formed in 1968 with 3 Indian Guides tribes
• Formed first Indian Princess tribe in 1977
• Renamed Y-Guides & Princesses in 2002
• 2007 Statistics
• Over 800 tribes, 11,000+ participants, 150+ new tribes
• Raised $90,000+ for WeBuildPeople program
• $1.1+ Million in Revenue
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Background
• SAS (1987- present)
• Multimedia Project Manager in Video
Communications & New Media
• Webmaster for BetterManagement.com
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Agenda
• Part 1: Your Web Site
• U.S. Internet Users
• Search 101: Organic vs. Paid
• Improving Search Rankings
• Web Site Search Optimization Tools
• Web Site Statistics
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Agenda
• Part 2: Web 2.0: It’s a Whole New World!
• “Outbound” vs. “Inbound” Marketing
• Blogs, Podcasts & RSS feeds (Oh, my!)
• YouTube & Facebook
• Setting up News Alerts about the YMCA
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Agenda
• Part 3: E-Mail Marketing
• Pros & Cons
• 3rd Party Solutions
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U.S. Internet Users
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U.S. Internet Users
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U.S. Internet Users
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Search 101: Organic vs. Paid
• Organic Search – A process by which Internet users find
web sites that have unpaid search engine listings.
• Results are typically ranked by relevance to the search
terms
• Free!
• Get more traffic!
• Longer lasting rank & traffic
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Organic
(75%)
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Google Search Golden Triangle
• Users focus on top
organic results in top left
of triangle
Top organic results
translates into more web
traffic.
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What Can I Do to Improve My Search Rankings?
• Page Title (Visible)
• Meta Description (in HTML)
• Meta Keywords (in HTML)
• Page Headers (Visible)
• Page Content (Visible)
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Page Title
• Found in tag, displayed at top of browser
• Use most important search terms to describe what you
do in title instead of business name
• Give slight priority to alphabetical order of words in title
• 60 characters max
• Avoid “stop words,” but still make title readable
• Customize for each page on your Web site
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Meta Description
• Found in description tag
• A brief description of what your site is about when you
are listed in search engine results
• For readers’ benefit and not the search engine
• Should include important words and terms
• A sentence or two in length
• Customize for each page on your Web site!
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Meta Keywords
• Found in keywords tag
• Importance greatly diminished due to abuse
• Words that describe your company and services
• List most relevant terms first
• Avoid “stop words,” but still make title readable
• 3-4 words maximum to avoid diluting the focus of the page
• Customize for each page on your Web site!
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Keywords: To Do List
• Create a keyword list for each page
• 3-5 words that you think people will search for on each
page
• Use keyword tools to get related words and their
popularity
• Combine and analyze tool results
• Pick keywords and use them on your site
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Keyword Tools
• Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
• Keyword Discovery
http://www.keyworddiscovery.com/search.html
• SEO Book Keyword Tool
http://tools.seobook.com/keyword-tools/seobook/
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Page Headers
• , , , , ,
• Next to title, next most important placement of keywords
• more important than , etc.
• Use header text to reinforce the page’s overall keyword
theme
• Customize for each page on your Web site!
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Page Content
• 200-300 words of text with emphasis on two to three
carefully chosen keywords
• Place best keyword-rich text high on web page
• Search engines respond favorably to keywords in text
that are bolded ( or ), italicized ( or
), bulleted items () or in links
• Don’t use “Click here” or “Read more” links
• Combine headers, bold, links for added emphasis
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Search Engine Optimization Tools
• SEO Tools
http://www.seochat.com/seo-tools/
• Website Grader
http://www.websitegrader.com
• Raven SEO Analyzer
http://raven-seo-tools.com/seo-analyzer/
• SEO Book Tools
http://tools.seobook.com/
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Submit to all Major Search Engines & Directories
• Google
http://www.google.com/webmasters/start
• Yahoo!
http://search.yahoo.com/info/submit.html
• DMOZ (Open Directory Project)
http://www.dmoz.org/add.html
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Search: Organic vs. Paid
• Organic Search – A process by which Internet users find
web sites having unpaid search engine listings.
• Paid Search – Text or image advertisements that appear
on search results page when search keyword query
matches a word on the advertiser’s keyword list. Usually
follows pay-per-click pricing model (PPC).
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Paid Search
(25%)
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Paid Search
• Most follow Pay-Per-Click pricing model (PPC)
• Keywords or keyword phrases are auctioned to the highest
bidder, depending on time of day, geographical location or
other factors.
• Price can range from $0.01 to $20+ per click
• Proactive to ensure right level of visibility, but can be costly
• Many ads link directly to custom landing pages
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Paid Search
• Google AdWords
http://adwords.google.com
• Yahoo! Search Marketing
http://searchmarketing.yahoo.com
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Web Site Statistics
• Use to improve SEO!
• Which search engines referred visitors (referrers)?
• Which search engines are missing?
• What search keywords are being used to find your site?
• What did the visitors do on the site according to the set
of keywords they used?
• What keywords are missing from your site?
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Web Site Statistics
• Use to improve design and web content
• Entry pages: What are the pages that visitors first come
to on your site? What do they do from this page?
• Exit pages: From what pages do visitors leave your
site? Why?
• Duration: How long do visitors spend on the site and at
each page?
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Web Site Statistics
• Google Analytics
http://www.google.com/analytics
• It’s FREE! As much or more functionality than best!
• Setup is easy and takes very little time
• Integrates seamlessly with Google AdWords
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Part 1: Your Web Site
Q&A
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Web 2.0
Web 2.0 is a term describing the trend in the use of World
Wide Web technology and web design that aims to enhance
creativity, information sharing, and, most notably,
collaboration among users. These concepts have led to the
development and evolution of web-based communities and
hosted services, such as social-networking sites, wikis, blogs,
and folksonomies.
Wikipedia
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Web 2.0
Wikipedia
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Web 2.0
• Outbound Marketing = “Old Marketing”
• Trying to reach a broad audience and hope for some
small percentage (usually 1-3%) to respond
• Tradeshows
• Direct Mail
• Print Advertising
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Web 2.0
• Inbound Marketing = “New Marketing”
• People are much more in control of what information
they receive and how they receive it
•
• People are now much more able to get information about
different companies, products & services without
interacting with your company directly
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Web 2.0
“New Marketing” methods include:
• Search Engine Optimization (SEO)
• Pay-per-click (PPC) Advertising
• Blogging and Leveraging the Blogosphere
• Buzz Marketing
• Targeted Landing Pages
• Sophisticated Analytics
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Blogs
“Someone may say something bad!”
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Blogs
• Online diary
• Reverse chronological order
• Combines text, images, and links to other blogs, web pages,
and other media related to its topic
• Connected to content management system (CMS)
• Easy, don’t need to know HTML
• Content can be syndicated (RSS feed)
• 80 Billion blogs and counting! 1 new blog per second!
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Blogs
Corporate Personal Video Blog
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Blogs
• Help put a human face to a company
• Consumers are sick of corporate talk and jargon
• Improves search engine ranking – New content!
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Blogs: Things to Do
• Develop company blog policy & guidelines
• Determine blogging platform
• Blogger.com – Free, files can live on your own server
addressed as:
• blogs.ymcatriangle.org
• www.ymcatriangle.org/blog/
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Blogs: Things to Do
• Who blogs for the company?
• Who has something to say?
• Who can post at least once a week?
• Has content/opinion relevant to readers and company
• Links to other online content
• A real “voice” and opinion and not marketing fluff
• CEO? Physical Director? Program Director? Sure!
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• Expose your video content to wider audience
• Provides easy way to syndicate your video content, even
on your own web site
• Ability to turn off or moderate comments & voting
• Create your own “YMCA channel” with your content and
links to your favorites
• Free!
• Need to be aware of copyright infringement issues
• Music & video
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• Expose your video content to wider audience
• Provides easy way to syndicate your video content, even
on your own web site
• Ability to turn off or moderate comments & voting
• Create your own “YMCA channel” with your content and
links to your favorites
• Free!
• Need to be aware of copyright infringement issues
• Music & video
www.arapahoe-nation.org
• Expose your video content to wider audience
• Provides easy way to syndicate your video content, even
on your own web site
• Ability to turn off or moderate comments & voting
• Create your own “YMCA channel” with your content and
links to your favorites
• Free!
• Need to be aware of copyright infringement issues
• Music & video
www.arapahoe-nation.org
• Expose your video content to wider audience
• Provides easy way to syndicate your video content, even
on your own web site
• Ability to turn off or moderate comments & voting
• Create your own “YMCA channel” with your content and
links to your favorites
• Free!
• Need to be aware of copyright infringement issues
• Music & video
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Podcasts
A podcast is a series of digital-media files which are
distributed over the Internet using syndication feeds for
playback on portable media players and computers.
Wikipedia
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Podcasts
• Audio or video
• Can be listened to or viewed from Web site
• Feed can be subscribed to
• “Podcatcher” software can subscribe to feed and
automatically download media files to computer or
device (i.e. iTunes)
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RSS Feeds
• Real Simple Syndication
• Special formatted text file
• Contains content for blogs, pointers to podcast media file
• RSS file automatically updated with latest content
• Could create feed with web site news, job postings, news
releases, etc.
• Users can use an RSS feed reader to subscribe to your
feed and get your content without visiting your web site
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• Expose your video content to wider audience
• Provides easy way to syndicate your video content, even
on your own web site
• Ability to turn off or moderate comments & voting
• Create your own “YMCA channel” with your video content
and links to your favorites
• Free!
• Need to be aware of legal issues:
• Music & video rights, releases, etc.
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• Expose your video content to wider audience
• Provides easy way to syndicate your video content, even
on your own web site
• Ability to turn off or moderate comments & voting
• Create your own “YMCA channel” with your content and
links to your favorites
• Free!
• Need to be aware of copyright infringement issues
• Music & video
www.arapahoe-nation.org
• Expose your video content to wider audience
• Provides easy way to syndicate your video content, even
on your own web site
• Ability to turn off or moderate comments & voting
• Create your own “YMCA channel” with your content and
links to your favorites
• Free!
• Need to be aware of copyright infringement issues
• Music & video
www.arapahoe-nation.org
• Expose your video content to wider audience
• Provides easy way to syndicate your video content, even
on your own web site
• Ability to turn off or moderate comments & voting
• Create your own “YMCA channel” with your content and
links to your favorites
• Free!
• Need to be aware of copyright infringement issues
• Music & video
www.arapahoe-nation.org
• Expose your video content to wider audience
• Provides easy way to syndicate your video content, even
on your own web site
• Ability to turn off or moderate comments & voting
• Create your own “YMCA channel” with your content and
links to your favorites
• Free!
• Need to be aware of copyright infringement issues
• Music & video
www.arapahoe-nation.org
• Another free channel to engage customers in a
conversation and leverage the power of the network to
have users virally spread the word
• Lay bread crumbs for bringing readers back to your own
branded community (website)
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• Another channel to engage customers in a conversation
and leverage the power of the network to have users
virally spread the word
• Advertise with more diverse audience
• Lay bread crumbs for bringing readers back to your own
branded community (website)
www.arapahoe-nation.org
• Another channel to engage customers in a conversation
and leverage the power of the network to have users
virally spread the word
• Advertise with more diverse audience
• Lay bread crumbs for bringing readers back to your own
branded community (website)
www.arapahoe-nation.org
• Another channel to engage customers in a conversation
and leverage the power of the network to have users
virally spread the word
• Advertise with more diverse audience
• Lay bread crumbs for bringing readers back to your own
branded community (website)
www.arapahoe-nation.org
What Are People Saying about the YMCA?
• Go out and surf the web? No!
• Subscribe to e-mail news alerts
• Subscribe to RSS news alerts
What about your competition?
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What Are People Saying about the YMCA and your
competition?
• Go out and surf the web?
• Subscribe to e-mail news alerts
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What Are People Saying about the YMCA and your
competition?
• Go out and surf the web?
• Subscribe to e-mail news alerts
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What Are People Saying about the YMCA and your
competition?
• Go out and surf the web?
• Subscribe to e-mail news alerts
www.arapahoe-nation.org
What Are People Saying about the YMCA and your
competition?
• Go out and surf the web?
• Subscribe to e-mail news alerts
www.arapahoe-nation.org
What Are People Saying about the YMCA and your
competition?
• Go out and surf the web?
• Subscribe to e-mail news alerts
www.arapahoe-nation.org
What Are People Saying about the YMCA and your
competition?
• Go out and surf the web?
• Subscribe to e-mail news alerts
www.arapahoe-nation.org
What Are People Saying about the YMCA and your
competition?
• Go out and surf the web?
• Subscribe to e-mail news alerts
www.arapahoe-nation.org
What Are People Saying about the YMCA and your
competition?
• Go out and surf the web?
• Subscribe to e-mail news alerts
www.arapahoe-nation.org
What Are People Saying about the YMCA and your
competition?
• Go out and surf the web?
• Subscribe to e-mail news alerts
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RSS Feed Readers
• Google Reader
www.google.com/reader
• Bloglines
www.bloglines.com
• Netvibes
www.netvibes.com
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RSS Feed Readers
• Google Reader
www.google.com/reader
• Bloglines
www.bloglines.com
• Netvibes
www.netvibes.com
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Part 2: Web 2.0
Q&A
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Email Marketing
• Advantages
• Distribute info to specific members/prospects at low cost
• Less expensive than direct mail
• 2nd most effective marketing tactic (next to search mktg.)
• Track response rate (open %, clickthru %,etc)
• “Push” message to audience
• Excellent for retention and up-selling
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Email Marketing
• Disadvantages
• Legitimate emails may be blocked by spam filters
• DIY requires complex hardware/software support
• Companies must follow CAN-SPAM Act
(Controlling the Assault of Non-Solicited Pornography
and Marketing Act)
• Unsubscribe, content & sending behavior compliance
• Need to support multiple email clients (Outlook, AOL, etc)
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Email Marketing Third Party Solutions
• Constant Contact
www.constantcontact.com
• iContact
www.icontact.com
• Internet Mail Manager
www.internetmailmanager.com
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Email Marketing Third Party Solutions
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Email Marketing
Q&A
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Thank You!
Brendan Bailey
Work: Brendan.Bailey@sas.com
(919) 531-7729
Home: brbailey@nc.rr.com
(919) 239-4352
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