CREATING ONLINE PRESENCE

ONLINE PRESENCE = MORE BRAND AWARENESS

WHAT ONLINE PRESENCE IS NOT

DOOR-TO-DOOR MARKETING

TRADITIONAL MODE OF MARKETING

FACE-TO-FACE MARKETING

WHAT IS ONLINE PRESENCE

ONLINE PRESENCE IS THE SUM OF ALL IDENTITIES ONE HAS CREATED, BOTH PERSONAL AND BUSINESS DRIVEN, AND THE INTERACTIONS THOSE IDENTITIES HAVE ESTABLISHED, AND PARTICIPATED IN, ONLINE.

WHY ONLINE PRESENCE

EVOLUTION OF SOCIAL MEDIA FOR BUSINESS

BEFORE THE SOCIAL MEDIA BOOM, MARKETERS THOUGHT SOCIAL MEDIA WAS JUST ANOTHER FAD THAT WOULD SON LIKELY PASS, IN TE NAME OF NETWORKING SCAM.

BEFORE THERE WAS SOCIAL MEDIA, NETIZENS IN THE 1970S AND 1980S SPENT MOST OF THEIR TIME ON SOCIAL NETWORKS LIKE DATING SITES AND ONLINE FÓRUMS.

THE DOT-COM BUBBLE F 1995-2002 WAS A CRITICAL EVENT THAT ALLOWED THE INTERNET TO BECOME A VIABLE MARKETING TOOL. IT BEGAN WITH SEARCH MARKETING, PROMPTING BRANDS TO CRÉATE WEBSITES TO ESTABLISH ONLINE PRESENCE.

IN 2003-2004, THE ARRIVAL OF SOCIAL MEDIA SITES LIKE FACEBOOK, LINKEDIN AND MYSPACE INITIATE THE SHIFT OF INTERNET USERS FROM MULTIPLAYER ONLINE GAMES TO SOCIAL NETWORKIN SITES. EVENTUALLY, BUSINESS PICKED UP ON THE POSITIVE EFFECTS OF A SOCIAL MEDIA SITE PRESENCE ON E-COMMERCE.

IN THE YEARS THAT FOLLOWED, CUSTOMERS ATTITUDE TOWARDS SOCIAL MEDIA MARKETING SLOWLY BUT POSITIVELY. NOWADAYS, OVER 90% OF MARKETING EXECUTIVES UTILIZE SOCIAL MEDIA AS PART OF THEIR MARKETING STRATEGY.

PROS AND CONS OF ONLINE PRESENCE

PROS• REDUCED MARKETIN COST• INCREASED SALES• INCREASED TRAFFIC TO WEBSITE• IMPROVED RANKING ON SEARCH ENGINES• GREATER CUSTOMER ENGAGEMENT• OPPORTUNITY FOR CUSTOMER FEEDBACK• OPPORTUNITY TO CONDUCT MARKET RESEARCH

ABOUT CUSTOMERS• IMPROVED NETWORKING OPPORTUNITIES WITH

CUSTOMERS AND OTHER BUSINESSES

CONS• SOCIAL MEDIA IS IMMEDIATE AND NEEDS

DAILY MONITORING• ADDITIONAL RESOURCES MAY BE NEEDED

TO MANAGE ONLINE PRESENCE.• REAL BENEFITS MAY NOT COME IF ONLINE

PRESENCE IS NOT WELL MANAGED• RISKS - NEGATIVE FEEDBACKS, HACKING,

ETC

TRADITIONAL VS INTERNET MARKETING

• TRADITIONAL MARKETING• TELEVISION• RADIO• NEWSPAPERS• MAGAZINES• BILLBOARDS• DIRECT MAIL

• INTERNET MARKETING• VIDEO SHARING, WEBSITES• BLOGS, MICRO BLOGS• SOCIAL NETWORKS• WIDGETS• SEARCH ADVERTISING• DIRECT EMAIL

STEPS TO BUILDING A SOLID ONLINE PRESENCE

WEB OPTIMIZATIONBLOGGINGCREATING SOCIAL MEDIA ACCOUNTSSEARCH ENGINE OPTIMIZATIONSEARCH ENGINE MARKETINGINTERNET ADVERTISINGSOCIAL MEDIA MARKETINGMOBILE MARKETINGDIRECTORY LISTINGS

WEBSITE OPTIMIZATION

WHY YOU NEED A WEBSITEWHAT ARE THE RULES TO FOLLOW WHEN SETTING UP A WEBSITE?WHAT TO UPLOAD ON YOUR WEBSITE

BLOGGING

CREATING SOCIAL MEDIA PROFILES AND ACCOUNTS

CREATE A SOCIAL MEDIA PROFILE HANDLE THAT BEST DESCRIBES YOUR BRAND

KNOW WHERE YOUR TARGET AUDIENCE HANG OUT

COMPLETE ALL SOCIAL MEDIA PROFILE BIO

PUT RELEVANT/BRAND IMAGE ON YOUR PROFILE PICTURE

SEARCH ENGINE OPTIMIZATION (SEO)

SEO IS THE ART/SCIENCE OF GETTING A WEBPAGE RANKED HIGHLY ON THE MAJOR SEARCH ENGINES.

SEARCH ENGINE OPTIMIZATION (SEO) IS THE PROCESS OF GETTING TRAFFIC FROM THE “FREE,” “ORGANIC,” “EDITORIAL” OR “NATURAL” LISTINGS ON SEARCH ENGINES.

WHY SEO?

SEO RECIPES

ON PAGE FACTORS

KEYWORD ANALYSIS SITE MECHANICS CONTENT MECHANICS INBOUND AND OUTBOUND LINKING

SEARCH ENGINE MARKETING

THESE ARE PAID LISTINGS THAT SEARCH ENGINES SELL TO ADVERTISERS, USUALLY THROUGH PAID PLACEMENT OR PAID INCLUSION PROGRAMS. IN CONTRAST, ORGANIC LISTINGS ARE NOT SOLD.

PAID INCLUSIONS - ADVERTISING PROGRAMS WHERE PAGES ARE GUARANTEED TO BE INCLUDED IN A SEARCH ENGINE'S INDEX IN EXCHANGE FOR PAYMENT. - NO GUARANTEED RANKING PAYMENT MADE ON A COST PER CLICK (CPC) BASIS.

PAID PLACEMENTS - ADVERTISING PROGRAMS WHERE LISTINGS ARE GUARANTEED TO APPEAR IN ORGANIC LISTINGS. - THE HIGHER THE FEE, THE HIGHER THE RANKING. E.G. SPONSORED LINKS AND GOOGLE’S ADWORDS

INTERNET ADVERTISING

WHAT IS YOUR STRATEGY?

WHICH PLATFORM PROMOTES BETTER?

HOW WOULD YOU PROMOTE YOUR BUSINESS ONLINE?

HOW WOULD YOU LOCATE YOUR TARGET AUDIENCE?

SOCIAL MEDIA MARKETINGSOCIAL MEDIA MARKETING USES SOCIAL MEDIA PLATFORMS TO CRÉATE AND FOSTER COMMUNITIES AND RELATIONSHIPS. IT IS FOCUSED ON CREATING CONTENT THAT ATTRACTS ATTENTION AND ENCOURAGES READERS TO SHARE CONTENT WITH THEIR SOCIAL NETWORKS.

SOCIAL MEDIA MARKETING USING FACEBOOK

WE CAN CREATE A PAGE FOR A PRODUCT, ORGANIZATION, CELEBRITY ETC

WE CAN INCLUDE OUR NEW PRODUCT DETAILS - BANNER

WE CAN UPLOAD PHOTOS, SHARE VIDEOS & POST LINKS THAT DIRECT TO OUR SITE/BLOG.

WE CAN PUBLISH NOTES AND CREATE GROUPS.

WE CAN PUT FACEBOOK LIKE BOX IN OUT SITE.

WE CAN CREATE EVENTS LIKE RECENT ACTIVITIES, UPCOMING EVENTS ETC.

CREATE ADVERTISEMENTS ABOUT THE NEW & EXISTING & UPCOMING PRODUCTS (ADS ARE EITHER FREE OR PAID).

FACEBOOK PROVIDES CLASSIFIED AD SERVICES.

FACEBOOK ALLOWS TO SEND MESSAGES TO USERS YOU HAVE NO CONNECTION WITH.

SOCIAL MEDIA MARKETING USING TWITTER

FOCUS ON BRAND PROMOTIONS & MICROBLOGGING (140 CHARACTERS).BUILD STRONG & POWERFUL RELATIONSHIP WITH PROSPECTIVE CUSTOMERS.ATTRACTIVE BIO INCREASES POPULARITY . EDUCATE FOLLOWERS ABOUT YOUR NEW PRODUCT, CREATING AWARENESS AND

NECESSITY. WE CAN EASILY GAIN FOLLOWERS BY FOLLOWING THE ACTIVE MEMBERS ON

TWITTER. WE WILL GET FOLLOWERS BY FOLLOWING THE FOLLOWERS OF EXPERTS, GURUS

OR OF OUR COMPETITORS IN TWITTER. FOR GETTING FOLLOWERS WE HAVE TO FOLLOW MANY IN A CONSECUTIVE

MANNER.WE CAN POST A PRODUCT, LINK ETC AND ASK FOR OPINION AND REVIEWS. WE CAN CREATE BANNERS ABOUT PRODUCTS, ORGANIZATIONS ETC.

SOCIAL MEDIA MARKETING USING LINKEDIN

CREATING PROFILE CREATING COMPANY PAGE INTEGRATING PROFILE WITH OTHER MEDIA CHANNELS ADD CONNECTIONS JOIN GROUPS TARGETING AND NETWORKING WITH THE INFLUENCERS STARTING DISCUSSIONS IN GROUPS ACTIVE PARTICIPATIONS IN RELEVANT Q&A’S PUBLISH ARTICLES AND PRESS RELEASE LAUNCH AND PROMOTE EVENTS ENDORSE AND RECOMMEND OTHERSSHARE PRESENTATION INTEGRATE BLOGS TO YOUR PROFILESHARE AND LIKE PEOPLE’S ARTICLES

SOCIAL MEDIA MARKETING USING GOOGLE+

CREATE PROFILE

CREATE PAGE

CONTENT DEVELOPMENT

BUZZ CREATION

INTEGRATING PAGE WITH OTHER SOCIAL MEDIA CHANNELS

POST UPDATES WITH LINKS TO THE DESIRED LANDING PAGE

JOINING COMMUNITIES

ADDING INFLUENCERS TO OUR CIRCLES

…STILL ON SEM FOR GOOGLE+

STARTING DISCUSSION

SHARING LINKS

VIDEO SHARING

PHOTO SHARING

DOCUMENT SHARING ( PDF, PPT, WHITEPAPER, BROCHURES, NOTES…)

TAGGING

MOBILE MARKETINGMOBILE MARKETING IS… MARKETING AND COMMUNICATIONS TO CUSTOMERS OR CONSTITUENTS ON PORTABLE DEVICES WHEREVER THEY MAY BE.

WHATSAPP • BBM • INSTAGRAM

MOBILE STRATEGY CONSIDERATIONSFOUR QUESTIONS TO CONSIDER: • WHERE IS YOUR USER? (TRAVELLING, AT HOME, AT WORK)• WHAT DO THEY NEED? (LOCATION, INFORMATION, ENTERTAINMENT)• WHAT DEVICES DO THEY HAVE? (SMARTPHONE, TABLET, LAPTOP)• WHAT CONTENT DO YOU HAVE ALREADY? (WHITE PAPERS, POWERPOINT, VIDEO)

DIRECTORY LISTINGS• ONLINE DIRECTORIES IN NIGERIA• HOW DOES DIRECTORIES AND LISTINGS HELP YOUR ONLINE PRESENCE?• WHICH ONLINE DIRECTORIES AND LISTINGS IS BEST FOR YOUR BRAND?

REFERENCES

• EVOLUTION OF SOCIAL MEDIA MARKETING- WWW.ACADEMIA.EDU/4356174/SOCIAL_MEDIA_MARKETING, PG3

• HTTP://WWW.BUSINESS.GOV.AU/BUSINESS-TOPICS/BUSINESS-PLANNING/SOCIAL-MEDIA/PAGES/PROS-AND-CONS-OF-SOCIAL-MEDIA.ASPX

• SEARCH ENGINE OPTIMIZATION- WWW.OPTIMIZELY.COM• SOCIAL MEDIA MARKETING- WWW.EN.WIKIPEDIA .ORG

THANK YOU