webmarketing by lritzel

WebmarketingOr the time of waiting

Or acting

Monitor Competitors

BUT don‘t copy make it better

Main Competitors• Institut Hotelier Cesar Ritz /Universtiy Center Cesar Ritz:

www.ritz.edu: CA, HM, B, M; E; ASEH• Glion Institute of Higher Education: www.glion.ch: HM, B, M; E;

ASEH• Hotel Institute Montreux: www.him.ch: HM, B, M; E; ASEH• Les Roches: www.les-roches.ch: HM, B, M; E; ASEH• Swiss Hotel Management School: www.shms.ch: HM, B, M; E; ASEH• Swiss School of Tourism and Hospitality: www.ssth.ch: HM, B; E+D;

ASEH• Dreams Come True DCT Hotel and Business Management School:

www.dct.ch ; HM, M; E• Business and Hotel Management School Luzern: www.bhms.ch;

CA, HM, B, PG; E• School of Hotel Management: www.ihtti.ch; HM, B; E; ASEH• The School of International Hotel & Tourism Management:

www.htmi.ch; HM, M; E• International Hotel & Tourism College: www.ihtc.ch: HM, B, M; E

In studying and/or promoting web-technology, the phrase Web 2.0 can refer to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis, and folksonomies — which aim to facilitate creativity, collaboration, and sharing between users. The term gained currency following the first O'Reilly Media Web 2.0 conference in 2004.[2][3] Although the term suggests a new version of the World Wide Web, it does not refer to an update to any technical specifications, but to changes in the ways software developers and end-users use webs. According to Tim O'Reilly, "Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform." [4

Watch all

• Check their links– For example in google link:www.dct.ch

• Check their metatags• Check their ranking• Check their website on contenty

Internet marketing, also referred to as online marketing or Emarketing, is the marketing of products or services over the Internet. The Internet has brought many unique benefits to marketing including low costs in distributing information and media to a global audience. The interactive nature of Internet marketing, both in terms of instant response, and in eliciting response, are unique qualities of the medium. Internet marketing ties together creative and technical aspects of the internet, including design, development, advertising and sales. Internet marketing methods include search engine marketing, display advertising, e-mail marketing, affiliate marketing, interactive advertising, blog marketing, and viral marketing.

TechWeb Marketing

• Google page rank optimization• Metatags

– Title, Description, Keywords

• Text Relevance– Text repeat, emphasis, title format

• Picture AltText• Linking

Google PageRank

Google Page Rank optimization• PageRank is only one of numerous methods Google uses to determine a page’s

relevance or importance. • Google interprets a link from page A to page B as a vote, by page A, for page B. Google

looks not only at the sheer volume of votes; among 100 other aspects it also analyzes the page that casts the vote. However, these aspects don’t count, when PageRank is calculated.

• PageRank is based on incoming links, but not just on the number of them - relevance and quality are important (in terms of the PageRank of sites, which link to a given site).

• PR(A) = (1-d) + d(PR(t1)/C(t1) + … + PR(tn)/C(tn)). That’s the equation that calculates a page’s PageRank.

• Not all links weight the same when it comes to PR. • If you had a web page with a PR8 and had 1 link on it, the site linked to would get a fair

amount of PR value. But, if you had 100 links on that page, each individual link would only get a fraction of the value.

• Bad incoming links don’t have impact on Page Rank. • Ranking popularity considers site age, backlink relevancy and backlink duration.

PageRank doesn’t. • Content is not taken into account when PageRank is calculated. • PageRank does not rank web sites as a whole, but is determined for each page individually. • Each inbound link is important to the overall total. Except banned sites, which don’t

count. • PageRank values don’t range from 0 to 10. PageRank is a floating-point number. • Each Page Rank level is progressively harder to reach. PageRank is believed to be

calculated on a logarithmic scale. • Google calculates pages PRs permanently, but we see the update once every few months

(Google Toolbar).

Visual Page Rank

• iWebTool’s Visual PageRank - This tool allows for a clear view of the rankings of internal and external links on your website. http://www.iwebtool.com/visual_pagerank

Detecting search keywords for which a site is ranked

high

Use Free SEO tools rather than pay

Metatags and Text Relevance

• Optimize Metatags• Align with Content on page, image

tag, Google adword• Do you promote .com or .ch?

Title & Description

Keyword tag

Link exchange to our partners

Invest more time and creative mind in link management

What‘s the worth of my website

Google AdSense

Use advanced search strings to localize possible link portals

international school inurl:swiss

Free Listings

Paid Listing

Educational PortalsEducational Portalshttp://www.chuguo.cn

Make sure IMI is placed in ALL SE, there is more than Google out

there

There are always new ones

And each allow a different view on various market aspects

Visually and connected

Find Links you did not even know they existed and follow up on

them

Add Google Site map

Site Map

A site map is of great importance for visitors and automated spiders alike

A site map is of great importance for visitors and automated spiders alike

Pay per Click

Adwords

WebAnalyse

• Use free Google Analytics, works with java and is more precise than others

• Controlling as a weekly responsibilty (high priority)

• Track Outbound links

Internet marketing, also referred to as online marketing or Emarketing, is the marketing of products or services over the Internet. The Internet has brought many unique benefits to marketing including low costs in distributing information and media to a global audience. The interactive nature of Internet marketing, both in terms of instant response, and in eliciting response, are unique qualities of the medium. Internet marketing ties together creative and technical aspects of the internet, including design, development, advertising and sales. Internet marketing methods include search engine marketing, display advertising, e-mail marketing, affiliate marketing, interactive advertising, blog marketing, and viral marketing.

Web Marketing

• Content (Added Value)• Web2.0 spread spread spread• Innovative ideas – watch trends

Content Changes

Always to improve and support a better ranking. How Changing Content can Affect Rankings

Changing content over time has a huge impact in Google's measures. They use changes to determine "freshness" or

"staleness" of websites and pages and how that data impacts the value of the links on the page as well its rankings. They'll also measure large, "real", content changes vs. superfluous

changes and rank based on that data.

Seasonable information is recognized by Google

• Google also says that for some types of queries, particular results are more valuable - stale results may be desirable for information that doesn't need updating, fresh content is good for results that require it, seasonal results may pop up or down in the rankings based on the time of month/year, etc.

• Season tags, season colors, season images

Added Value 1

• White papers

Added Value 2

• Viral Game

Added Value 3

• Innovative Techologies

Added Value 4

• Viral VDO

The origin of the animation came from the website desuchan.net, appearing in the Flash section of the website. Within a few days of its appearance, tens of thousands of pages either directed to the possible origin or had the file uploaded on their own server. On 10 July 2006, the Finnish newspaper Helsingin Sanomat reported that Loituma Girl had caused a resurgence in Loituma's popularity, and the band had received thousands of fan letters from around the world

Added Value 5

• Marillion almost reinvented music industry through added value using web technologies

Why PDF on Website

• For print• Keep CID• All platforms

Use Web2zero and its viral effect to get more hits

What is Web2.0 first?

Web2.0 marketing

Create as many digital IMI footprints as possible

And always again link them from within our IMI website(s)

Digital Footprints

• The Internet has allowed travel marketers to gain an in-depth knowledge of their customers, their travel planning and purchasing behaviors and preferences.

Post IMI material on collaboration web 2 pages

• Create a presence in– Myspace, wikispaces, multiply, facebook,

twitter, ning, squidoo • Upload imi marketing slides to

slideshare and tag them correctly• Upload imi marketing vdo to youtube

and others and tag them correctly• IMI management should network in

business network tools like xing, plaxo • Upload best images to Flickr and

Facebook and tag them

Use facebook and monitor feedback as well as use it as a marketing tool, upload images, vdos etc, get imi

students active

Upload all relevant IMI presentations to slideshare

(web2.0)

You tube, use it as a marketing tool, upload promotional vdo and

slideshows

Add IMI vdo to all possible Web2 vdo pages

http://www.vidipedia.org/Main_Pagehttp://www.plebstv.com/

Same with Flickr, upload cool images and tag them imi

Get marketing to join different professional networks like Xing, Plaxo

One sample WIWIHget in, network and contribute

Social Network

Plaxo links then to other collaboration spaces

Get your business into Wikipedia

Work more with podcasting/ ipods / mp3

• Provide lectures and information as podcast to students

Add podcast to educational podcasting portals like epn

Monitor if there is something NEW relevant for us in Web2.0

First go for the TOP

Check through all Web, a good start is go2web20.net

Long Tail

Concentrate on niche markets

Long Tail

New markets BUT as well new competitors

RSS eventually as a future way to communicate to students

through mail or mobile phone

Use the WWW to do better marketing

What can the web tell you about the needs of your

(potential) clients

Behavioral Marketing:

Landing Page