Internet Marketing Plan for Social Networking Site

							   INTERNET AND SOCIAL
        MARKETING FOR
             BUSINESS:


“PUT THE WEB TO WORK”
WHAT IS INTERNET AND SOCIAL
 NETWORKING MARKETING?

    Demand and Lead Generation
           Public Relations
Customer and Business Partner Support
                  Sales
    Product Fulfillment and Delivery
Internet Marketing Isn’t Really That New -
Just a Different Orientation

 Marketing through a different medium
 Newspaper, magazine, direct mail, radio, TV,
 trade shows are marketing with different
 approaches
 New media with the same challenges and
 potential problems
   Print ads with spelling errors
   Direct mail piece without telephone number
   Inappropriate translated product name
Aligning Marketing Plan with Business Plan

   Internet marketing is part of marketing plan
       Who?
       Why?
       How?
   Internet marketing
       Drive traffic to web site
       Create demand in web site
       Achieve a successful call to action
           Sale
           Request information
           Have a sales contact
           Etc.
  Elements of Internet Marketing
URL Selection: “ Your name”
   How to select
   Map to business image
   Test and market
Website design and maintenance
Links that drive prospects to website
   Other websites
   Print media
   Conferences and trade shows
Search engines
Pay for click
     A Website is the Foundation of
     Successful Internet Marketing
Sites are run by people who know what they want: clear
strategies, goal and priorities
Sites use technology that is appropriate to their mission
Sites have streamlined design, clarity and ease of use
Sites make it easy to learn about the firm
   “About us:” a brief history and mission statement
   “Contact us:” mailing address, email links, phone number
Sites are dynamic to reflect marketing innovation
Sites are evaluated on ROI for the business
Basic sites usually have up to 15 web pages
Links to partners and clients
10 Elements of a Successful Website

 Content: give people a reason to stay on your
 site. The first question the visitor is going to ask
 is “What's in it for me?"
    Information
    Utility (bulletin board, search engine, directory, etc.)
    Entertainment
    Advice
    Help with a problem
    Opportunities to network with like-minded people
    Links to useful sites
  Site has to be useful, unique and fresh
10 Elements of a Successful Website

 Overall Look
   Home page is your billboard or store front - it creates
   an immediate first impression
   Clean
   Uncluttered
   Professional
   Attractive
   “Underwhelm" rather than overwhelm
   Plan for customer feedback
10 Elements of a Successful Website

 Speed
   Launch site quickly: average visitor will spend no
   more than 20 seconds to decide the worth of your site
   No big, flashy graphics
   Keep reminding yourself that your first page is like a
   billboard
10 Elements of a Successful Website

 Graphics and Lay-out
   First impression of your home page is determined by
   graphics and lay-out
   Audience drives graphics; business site is different
   then cartoon site
   Color is important: colors have different effects on our
   emotions
   Faces, cars should “look” to the center of the page:
   the eye should travel across from left to right, or down
   from top to bottom
   Navigation bars go down the left side of your page
10 Elements of a Successful Website
 Text Readability
   Text needs to be surrounded with plenty of white
   space.
   Dark backgrounds make you feel as if you're in a
   small space and also have a depressing effect on
   your mood
   Divide text into columns for easier (and quicker)
   reading
   Plain fonts (Arial, Times New Roman, Garamond and
   Courier) are the easiest to read
   Plan for international language conversion
     Client location, Traffic and View-Access will provide
     information on the languages most required
10 Elements of a Successful Website

  Structure Each Page
    Need to divide page horizontally, through the use
    of headings and sub-headings
    Break page up into little “chunks”
10 Elements of a Successful Website

 Fonts
   Select a font for all your headings and sub-headings
   Make it easy for the visitors to glance at the page and
   determine what are the key points
   Highlight key points by putting a whole sentence in
   bold or a different color
10 Elements of a Successful Website
 Navigation
   Navigation is one of the most critical aspects of any
   web site which has a direct effect on the bottom line
   Simple, logical, understandable navigation scheme
   can increase the number of page impressions, boost
   return visits, and improve "conversion rate”
   Core of any good navigational scheme is:
     Tell people exactly what is available on your site
     Help them get to the parts they want quickly
     Make it easy to request additional information
   Use the same navigational approach on every page
10 Elements of a Successful Website
 Privacy Statement and Testimonials
   Potential customers need to feel confident dealing
   with you
   Transparency and openness are key
   Tell people exactly how their interests and privacy will
   be safeguarded
   Have a separate detailed policy page
   Have a separate page for testimonials and offer to
   include links to your customers' pages in return for
   using their comments
10 Elements of a Successful Website
 Words
   Most important element
     Poor spelling
     Careless grammar
     Incorrect punctuation
   Reflects badly on the site owner and indicates that
   whoever is responsible for this page is sloppy,
   careless, lazy, unprofessional
   Take steps to improve writing skills
   Employ someone to proof read and edit the work
   Employ someone to write the pages
Benchmark
 Borrow, copy, take ideas from successful web
 sites
 Ask other similar companies what works
 Copy and paste good looking pages
 Find successful site maps
 Do not reinvent the wheel
Steps to Designing and Launching a Website
 Secure a domain name
   The brand route: use a name that over time will become relevant
   The keyword-rich name that will rank well and instantly let
   readers, visitors, and the search engines know what the site is
   about
 Find an ISP to host your site
   What are the services provided?
      Traffic tools, global search engine search placement
   What assistance and technical support is offered?
   Speed
   Cost
Steps to Designing and Launching a Website

 Site design, creation and support
   Outsource
   Build you own
   Combination of the above
     Outsource design
     In-house creation and maintenance of content
   Need in-house active involvement of the total process
   Avoid the following:
     Someone who is just an IT person (son, brother-in-law)
     Creative design person who has limited business experience
     Website is too important to turn over to a novice
Steps to Designing and Launching a Website
 HTML is the programming language of websites
    Can create your own site by doing the programming
    Must have a general understanding in order to insure your site is doing
    what you need

 Use a content management system (CMS) to develop and manage
 the content in your site
    WordPress is an open source blog publishing application and can be
    used for basic content management. It was first released in May 2003. It
    is powered by PHP and a MySQL data back-end. As of September
    2009, WordPress is used by 62.8 million websites in the US and 202
    million websites worldwide.
    Joomla: designed to be easy to install and set up even if you're not an
    advanced user
    Mambo: a full-featured, award-winning content management system
    that can be used for everything from simple websites to complex
    corporate application
Sample HTML Code

 <html xmlns="http://www.w3.org/1999/xhtml" dir="ltr" lang="en-US"> <head profile="http://gmpg.org/xfn/11">
 <title>Is Argan Oil Good For Hair and Skin?</title> <meta http-equiv="Content-Type" content="text/html;
 charset=UTF-8" /> <link rel="alternate" type="application/rss+xml" title="The Beauty Brains &raquo; Is Argan Oil
 Good For Hair and Skin? Comments Feed" href="http://thebeautybrains.com/2008/05/31/is-argan-oil-good-for-
 hair-and-skin/feed/" /> <link rel='stylesheet' id='wp-email-css' href='http://thebeautybrains.com/wp-
 content/plugins/wp-email/email-css.css?ver=2.50' type='text/css' media='all' /> <link rel='stylesheet' id='wp-polls-
 css' href='http://thebeautybrains.com/wp-content/plugins/wp-polls/polls-css.css?ver=2.50' type='text/css'
 media='all' /> <script type='text/javascript' src='http://thebeautybrains.com/wp-includes/js/comment-
 reply.js?ver=20090102'></script> <script type='text/javascript' src='http://thebeautybrains.com/wp-
 includes/js/jquery/jquery.js?ver=1.3.2'></script> <link rel="EditURI" type="application/rsd+xml" title="RSD"
 href="http://thebeautybrains.com/xmlrpc.php?rsd" /> <link rel="wlwmanifest" type="application/wlwmanifest+xml"
 href="http://thebeautybrains.com/wp-includes/wlwmanifest.xml" /> <style type="text/css"> .wp-polls .pollbar {
 margin: 1px; font-size: 6px; line-height: 8px; height: 8px; background: #81271f; border: 1px solid #c8c8c8; }
 </style> <link rel="canonical" href="http://thebeautybrains.com/2008/05/31/is-argan-oil-good-for-hair-and-skin/" />
 <meta name="keywords" content="Argan oil" /> <meta name="wp_theme" content="Thesis 1.6" /> <link
 rel="stylesheet" href="http://thebeautybrains.com/wp-content/themes/thesis_16/style.css?102309-93709"
 type="text/css" media="screen, projection" /> <link rel="stylesheet" href="http://thebeautybrains.com/wp-
 content/themes/thesis_16/custom/layout.css?110809-154519" type="text/css" media="screen, projection" /> <!--[if
 lte IE 7]><link rel="stylesheet" href="http://thebeautybrains.com/wp-
 content/themes/thesis_16/lib/css/ie.css?102309-93649" type="text/css" media="screen, projection" /><![endif]-->
 <link rel="stylesheet" href="http://thebeautybrains.com/wp-content/themes/thesis_16/custom/custom.css?111609-
 202439" type="text/css" media="screen, projection" /> <link rel="alternate" type="application/rss+xml" title="The
 Beauty Brains RSS Feed" href="http://feeds.feedburner.com/thebeautybrains/bEUs" /> <link rel="pingback"
 href="http://thebeautybrains.com/xmlrpc.php" /> <!-- WP-Cufon Plugin 1.6.2 START --> <script
 type="text/javascript" src="http://thebeautybrains.com/wp-content/plugins/wp-cufon/js/cufon-yui.js"></script>
Steps to Designing and Launching a Website

 Benefits to CMS approach
   Easy to use: if you can send an email, use Microsoft Word,
   or set up a Facebook account
   Do-It-Yourself: you are involved and in control, no more
   waiting for and paying a programmer to fix a tiny error or
   update the site
   Can support many users and places, works online so you
   cannot lose the site
   Easier to optimize your search engine results
 Main benefit is that you are not dependent on an outside
 source