SEM Campaign Project Management

							SEM Campaign & Project Management


   • Barbara C. Coll
     CEO, WebMama.com
     Founder, Past President & Chair, SEMPO, Inc.
Why can I stand up here and talk about this. I
have lived it!

 • Search Engine Marketing      • Project Management of
   Agency                         Large SEO Clients
 • Founded 1998                    – WebEx
 • Email address since 1987        – Hewlett-Packard
 • Founder, Past Chairperson,      – Verisign
   Past President of SEMPO         – SalesForce
                                   – Intuit
                                   – Shoes.com
                                   – HomeGain
Who is the Client?

• Multiple people within the organization
   – Product Managers
   – Online Marketing Managers (Brand & Demand Gen)
   – Marketing Executives
   – Web Managers/Developers
• Set expectations about deliverables and timelines
  And scope of work!
Who is Involved?
                     The Team

                                                               Inventory Managers




                                                                                    Graphic Designers
Investor Relations



                      Marketing Manager
                                                     Web Producer
                       Product Manager
                                                          Public Relations
                           MarCom     Marketing

                                                  Developers
                                                                 Customer Support
                      IT      Sales
                                                                     Copywriters
                      Legal
                                                                  Webmaster
                     Demand Generation
                                                               Executive Management
                     Content Managers
                                                     Programmers International
Integration with Other Online Marketing

   From the Team and Project Management
               Point of View
Education

• Come to a common terminology
• Talk about why you do just do ‘organic’ search
  marketing
• Provide case studies and suggestions as to how
  and why to integrate
   – Sources for information
      • www.sempo.org, marketingsherpa, iab
        research
      • ClickZ, searchenginewatch (blog especially)
      • Attend conferences
Overlapping Budgets



 • Tighten
   relationship with
   other agencies
 • Talk about who
   owns what
   budget
         Measurement

• Talk about measurement
   – Offline marketing effects online traffic
     volume
   – Online marketing effects offline sales
• Attempt to merge multiple tracking systems
  and backend CRMs
Creatives

• Not the same – generally speaking
   – Text vs Images
   – Keywords vs page location
   – Pay-per-click vs cost-per-thousand (PPC/CPM)
   – Searchers vs Eyeballs
• Shared Branding experience and responsibility for
  trademarks
   – Includes reputation monitoring
Thank you.

Barbara Coll
CEO, WebMama.com Inc.
bcoll@webmama.com