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Digital 101 Session
Minto Properties Marketing
AGENDA
• Online Landscape o Who’s online? What’s different?
• Driving Traffic to your Websiteo SEO, PPC, DRM, oh my!
• Social Media 101o User Generated Content and Multimedia
• Mobile and Location-Based Marketing
Who’s Online?
What are they doing?
What’s Different?
• The Internet is ALWAYS ON.
• Interactive vs. interruptive
• The internet is a social space. Brands do not control content
• Reputation Management is essential
Online Marketing - Benefits
• Track your Efforts
• Learn from your customers
• Target your customers
Driving Traffic to Your Website
• Offline Efforts
• Search engines • Organic search ranking• Paid search advertising
• Display ads (geographic, contextual and behavioural targeting)
• Referrals (other websites and social media)
Google – Paid vs. Organic Search
Search Engine Optimization (SEO)
• Coding and site structure
• Keywords
• Links
• Social and multimedia content
• ????
Paid Search Advertising (PPC)
• Increase your chances of being viewed
• Ensure your site will appear on targeted search terms
• Tailor ad text with call to action and promotions
Display Ads
Target by:
o Geographyo Demographicso Contexto Behaviour
The Power of the Social Network
• Reach a Wider Audience – Social Networking in Plain English
• Create awareness
• Engage
• Listen and Learn
• Implement
Key Strategic Considerations:
• Be honest and be respectful
• Ditch the pitch – build relationships
• Give people a reason to follow you
If Facebook was a country, it would be the 3rd largest in the world! 800 million active users as of Sept 2011
• Every 20 minutes:o More than 1 million links are sharedo More than 1.8 million status updates are madeo More than 2.7 million photos are uploadedo More than 10 million comments are made
• The average user:o Has 130 friendso Is connected to 80 community pages, group and eventso Creates 90 pieces of content each month
*Stats from Facebook.com March, 2011
• The Basics:o @minto – addressing a tweet to someoneo #minto – tagging your tweet by identifying its subjecto RT@minto – Retweet – forwarding a tweet you
received from minto to the rest of your Twitter followers
• Customer Service (Porter, Rogers)
• PR (Conan O’Brien)
User Generated Content and Multimedia
• Blogging for Businesses:o Gain credibility and share expertise o Give your brand a human voice
• YouTube:o Second Largest Search Engine in the World (behind
• Flickr:o Post, tag and share photos
Location-Based and Mobile Marketing – the next generation of Online Marketing
• Foursquare• Facebook Places / Gowalla• QR Codes and Near Field Technology• Augmented Reality
Thank You!
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