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<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Strict//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-strict.dtd"> <html xmlns="http://www.w3.org/1999/xhtml" xml:lang="en" lang="en" id="facebook" class=" no_js"> <head> <meta http-equiv="Content-type" content="text/html; charset=utf-8" /> <meta http-equiv="Content-language" content="en" /> <meta http-equiv="X-UA-Compatible" content="IE=EmulateIE7" /> <script type="text/javascript"> //<![CDATA[ CavalryLogger=false;window._is_quickling_index=""; //]]> </script><noscript> <meta http-equiv=refresh content="0; URL=?_fb_noscript=1" /> </noscript> <meta name="robots" content="noodp,noydir" /> <meta name="description" content=" Facebook is a social utility that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, post links and videos, and learn more about the people they meet." /> <title>Welcome to Facebook</title> <script type="text/javascript" src="http://static.ak.fbcdn.net/rsrc.php/zBV9X/hash/7g3r1ly7.js"></script> <script type="text/javascript" src="http://static.ak.fbcdn.net/rsrc.php/zEJZP/hash/7ntdcspa.js"></script> <script type="text/javascript" src="http://static.ak.fbcdn.net/rsrc.php/z6LYK/hash/dloxypeu.js"></script> <script type="text/javascript" src="http://static.ak.fbcdn.net/rsrc.php/z3CXV/hash/3cex05dn.js"></script> <link type="text/css" rel="stylesheet" href="http://static.ak.fbcdn.net/rsrc.php/z7FXG/hash/fm1fn5ih.css" /> <link type="text/css" rel="stylesheet" href="http://static.ak.fbcdn.net/rsrc.php/zC79Z/hash/3tdwkr1x.css" /> <link type="text/css" rel="stylesheet" href="http://static.ak.fbcdn.net/rsrc.php/zC0HR/hash/1avrgohz.css" /> <link rel="search" type="application/opensearchdescription+xml" href="http://static.ak.fbcdn.net/rsrc.php/zBOV4/hash/10jfw8tc.xml" title="Facebook" /> <link rel="shortcut icon" href="http://static.ak.fbcdn.net/rsrc.php/z9Q0Q/hash/8yhim1ep.ico" /></head> <body class="WelcomePage UIPage_LoggedOut ie7 Locale_en_US"> • eMarketing • Digital Concepts • Messaging • Web Design • Social Media • SEO • Keywords/PPC • Analytics

The goal of this presentation is to provide a framework for establishing a clear set of guidelines for establishing on online presence. First a few basic concepts you’ll find helpful as you traverse the digital interval . . . • URL • html • Landing page

Digital Concepts URL, what is it? It’s an address, www.msn.comand it has three (3) parts: One Protocol,the name of the communications language. TwoDomain Name, the name of the server the file is hosted by [Com, Net. Org]. ThreePath Name, the location of the file on the server [i.e. www.msn.com/index].

URLProtocol Domain NamePath Name http:// www.server.com/ folder/filename.ext Digital Concepts Albany Florist Delivers Deals Excellent Florist – Beautiful Flowers Albany Florist on line orders $10 off www.AlbanyFlorist.com • Line 1: Title Line • Line 2: Description • Line 3: Description • Line 4: Display URL • < -------- Domains are hosted by servers [i.e. GoDaddy, Register.com]

<meta name="description" content=" Facebook is a social utility that connects people with friends and others who work, study and live around them. People use Facebook to keep up with friends, upload an unlimited number of photos, post links and videos, and learn more about the people they meet." /> Digital Concepts http (Hyper Text Transfer Protocol) html(Hyper Text Markup Language) Html tags The language embedded within your web-pages is a formatting language. (e.g. how your text is arranged on the page) <b>text that follow this code are boldedup. </b>disables this function.

Digital Concepts What is a web-page? It is a text document that is published on a web server, it has html tags within; almost all web-pages include Hyper Text links and graphics. What is a website? It is a collection of web-pages that share a common theme and purpose [domain name] that users generally access through the site’s homepage. Your Amazon.com | Today's Deals | Gifts & Wish Lists | Gift Cards

Digital Concepts • What is a landing-page? • A landing-page can be a . . . • Newsletter • Press Release • Advertisement • Newsletter • Start the spring off right by attending our annual DaffodilHighTea • on Saturday, April 17 at 1pm. ... for hightea, this allows more time • for taking in Wilderstein's remarkable ... • www.wilderstein.org/NewsletterWinter10.htm - Cached

Messaging • Authenticity and transparency are a must. • The most successful campaigns and messaging speak with one voice. • All of your promotional efforts on TV, Direct Mail, Net etc. should be consistent. • The voice, tone, typefaces, colors, and feel should easily identifiable. . One + One + One = ONE

Messaging • Don’t post anything on the net unless you can defend it! • Add something personal to your profile, on and off • the net. • Integrate keywords mindful of density. • Avoid slang and colloquialisms. • Write using an active voice. http://base.google.com/support/bin/answer.py?hl=en&answer=59466

Messaging • Keep it simple. • Readers tend to scan, keep your pages short and • stay on topic. • Use concise headers no more than eight words,. • Break key ideas into bullet points. • Use icons and other graphics to highlight critical • selling points. • .

Web Design • Determine the site purpose and structure. • Functionality • eCommerce Site • Event Landing Page • Customer Service Site • Web Page Layout • Number of pages? • How many tabs on each webpage? • Placement of tabs on top and/or bottom? • .

Web Design The upper left corner is the focal point for all your web designs. The lower right corner on your desktop won’t be seen . . .

Web Design Proper formatting is critical. Graphics, Video, and Audio streams require a significant amount of storage easily slowing down how your web-pages come up. Loading . . . Please Wait. Platforms are continually evolving and improving!

Web Design Navigational elements such as hyper-links are great for linking to other sites to pullvisitors into your site. Conversely outbound-links give visitors’ opportunities to leave you site. Not good. Most social media sites can now be easily linked to forward your posts to all the platforms. . Connect with Facebook Connect Digg.com with Facebook to interact with your friends on this site and to share on Facebook through your Wall and friends' News Feeds.

Social Media Platforms • Activities that integrate technology, social interaction, and the construction of words and pictures is Social Media. Wikipedia • You Tube Skews younger 12-24; • typically light television users. • LinkedInIntegrate your blog feed or • Slideshare presentations or other • applications. Groups serve as a • resource for expert advice . People I’m following NEWFollowing makes it easy to see contributions from your connections and others across groups you share. Just click on “Follow” next to any name in your groups.

Social Media Platforms Schwarzenegger Name Gov. Schwarzenegger Location Sacramento, California Webhttp://gov.ca.gov Bio As California's 38th Governor I look forward to hearing from you. 110,895 Following 1,669,325 Followers 14,321 Listed Twitter Users are typically opinion leaders who are heavy Internet users. Real-time instant feedback to consumers’ questions in 140 characters or less.

Social Media Platforms • FacebookYou'll find more people on Facebook than just about any other social network in the world. 25 million people watch “American Idol” each week. Facebook reports 150 million active accounts. Nielsen People Power!

SEARCH ENGINE Optimization (SEO) is the process of improving the volume and/or quality of traffic to a website increasing visibility. Good SEO finds that special balance between Content and Links!Page Rank wins over Content Links drive Page Rank More Links = More Visibility Maximize ROI Over 80% of search engine users find what they are looking for within the first three pages. Forrester Reports

SEO | Rankings ASpideris a computer program that scans throughout the net, “reading” web-content, then reports the data back (i.e. Google Search Engine). Spiders follow all Links, indexing every web page they find! SEO removes barriers so that web-spiders can rank your site. Spider “crawls” Home Page “fetches” ALL content to determine the Search Engine Index!

The SPIDER reads this highlighted section as an “image” with NO Keyword content! SEO | How do SPIDERSRead? This highlighted section reads all “keywords” as content. FLASH Videos are not content! Images are not content! SPIDERS love text, reporting data back as content.

SEO | Where do SPIDERSread data? Keywordsplay a critical role in how Spiders “index” your webpage!

SEO | SPIDERS exit websites via LINKS Links come from a variety of sources Social Media Sites Websites Web Articles & News Releases Online Directories Blogs One Way Links – Inbound links from relevant sources Directory Links – Inbound links from directories Web 2.0 – Great blog postings drive links

Pay Per Click search results SPONSORED/Pay per click Results 85% of ALL consumers click only on Organic Search results PAID vs. Organic Search Directory/ Local

Pay Per Click Campaigns PPC is simply an ad campaign that charges the advertiser for only clicks that bring the visitor to your site. They can view your URL with all the others, that may gain impressions, but you only pay for clicks. Advantages of PPC Targeted messaging with no waste! PPC is fast, easy to implement and manageable providing instant measureable results. Art Poetry Food Travel Family Fashion Events Writing Random Personal Video Love Books Media Technology Blog Videos Entertainment Movies Reviews Photos Health Online Blogging Hollywood God Humor Recipes History Sports

PPC | Let’s get started . . . OneSet up a monthly budget. TwoCreate a small text ad (header and two lines of text and a well thought out domain name). Three Specify which ad words are relevant (competitors names, buzz words). FourDetermine the cost per click.

Keyword Strategies • The highest rated keyword(s) may not be the best choice for your marketing objectives. • Bidding for position . . . • Seek out keywords that are not in demand, that’s where the value is. • Select keywords that indicate where your message is seen (i.e. Hudson Valley, Sports Men 18 to 34). WEBMASTER GUIDELINES http://www.google.com/support/webmasters/bin/answer.py?answer=35769

Keyword Strategies • The #6 keyword delivers high visibility at a lower cost per click than the #1 keyword [price gap $1.03]. • At 25 cents per click the #9 keyword certainly is Not Too Bad ! Perhaps better suited for your objectives. • RankKeywordCostPrice Gap • #1 Best $5.02 - • #2 Excellent $4.87 $0.15 • #3 Very Good $4.74 $0.13 • . . . . • #5 Good $2.94 - • #6 Ok $1.91 $1.03 • . . . . • #8 Not Bad $0.75 . • #9 Not Too Bad $0.25 $0.50 • #10 Good Value $0.24 $0.01

Analytics • Well thought out analytics yields rich data that strengthens your brand and bottom line. • Components of Engagement • Who saw your message? • What pages did they click through? • How much time did they spend on each page? • How many people saw your ad? Volume. • Did they share it or forward it on? • Have they rated your video? • What was the quality of the conversation like?

Analytics | Benchmarks Bounce Rate On average nearly two thirds of all visitors bounce out to other sites after without clicking on any other pages on your site. Conversion Rate Process of changing a person’s disposition to act upon something. [e.g. viewing to clicking, clicking to purchase] Click Value Is the utility assigned to what a click is worth to you. .

Analytics | Assess your Findings • Are your current marketing efforts addressing the • insights learned from your analysis? • Are your promotions yielding a high ROI? • For a modest investment, would an online presence • improve current marketing campaigns? Measure your online presence before, during and after promotional efforts to better Interpret the data. Social Media Metrics http:// www.iab.net/ social metrics

Integrated Communications Now that you’ve gained a deep understanding about how your customers engage in social media, you can assess your existing and future marketing goals. In this fragmented world it is nearly impossible to reach highly coveted demographics through traditional forms of media alone. Strategically develop a plan that builds a strong brand identity that truly adds value to your company and customers.

If marketers don’t take charge of their on-line identity the bloggers will! T. Andrew Ciccone LEAPFrog Marketing Account Manager PO Box 144 Millbrook, NY 12545 PH 845.702.6226 Andrew@LeapFrogWebMarketing.com

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