Transcript Nothing Beats E-mail…

Sinan Kanatsiz
Chairman
KCOMM and the Internet Marketing Association
The Future of Internet Marketing, the Obama TechEffect and the Reality of Entrepreneurship
www.kcomm.com/csuf2009.ppt
KCOMM
- Founded in 1997
- Started in a sewing room
- 700 clients
- 55 employees
- 30% growth in 2008
- 35% anticipated in 2009
- Diversified
- Government Relations
- Public Relations
- Internet Marketing
- Legal Services
- Youth Marketing
- Multicultural Relations
KCOMM Newsletter
- Distributed to 88,000 people
- Personalized touch
- Events, Information, News
- Click through
- Metrics
- Best tool for biz dev
KCOMM FaceBook
KCOMM YouTube
- Unique Video Content
- Thousands of Clicks
- Website Traffic
- Click through
- Metrics
- Great tool for biz dev
KCOMM Client Project Management System
KCOMM CRM Integration
Internet Marketing Association
- Founded in 2001
- Incredible Success
- Up to 85,000 members
globally
- Past events with
Google, IBM, HP, Microsoft
Oracle, University of
Phoenix and Yahoo
- Board of Directors are Top
Influencers in the Internet
- Purpose is Education
- No Cost of Membership
- Covering Real Time Topics
- Developing Curriculum for
University Courses
- #1 on Google
Current Board of Directors / Advisors
Partial List
- Cindy McCarferty, CMO, Google.com
- Gerry Grant, CEO, Search-Optimization.com
- Clarance So, VP, SalesForce.com
- Vinny Smith, CEO, Quest Software
- Wing Lam, CEO, Wahoos
- Perry Viscounty, Partner, Latham Watkins
- Pete Elliot, Director of Marketing, IBM (Premier Business Partner)
- Vince Walden, Managing Partner, Ernst & Young
- Sinan Kanatsiz, Chairman, IMA and KCOMM
Past Event in 2002 in
Orange County, California
- Location: Absolute Exhibits
- Over 400 Attendees
- VP of Marketing,
Sun Microsystems
- CEO of MTI
- VP of Marketing, 8e6.com
- CEO of Streaming21
- Sponsors include:
Universal, Chapman
University and Sales Force
- Incredible Success!
- Photos posted at:
www.kanatsiz.com/ims
Past Event in 2003 in
Orange County, California
- Location:
Concordia University
- Over 700 Attendees
- CEO of SalesForce.com
- CEO of ExactTarget.com
- VP of Marketing, IBM
- CEO of Sun Microsystems
- VP of Marketing, eBay
- Sponsors include:
KNX1070, CBS, OC Register
Past Event in 2004 in
San Francisco, California
- Over 800 Attendees
- Founder of Google
- CEO of SalesForce.com
- VP of Marketing, IBM
- CEO of Lasermonks.com
- Sponsors include:
Google, IBM and Overture
- Incredible Success!
Past Event in 2005 in
Orange County, California
- Location:
St. Regis Resort & Spa
- Over 400 Attendees
- CEO of St. Regis Resorts
- CEO of Quest Software
- CEO of Wahoos Fish Tacos
- Partner, Latham Watkins
- VP of Marketing, IBM
- Sponsors include:
Google, IBM, St. Regis,
SalesForce.com
- Incredible Success!
KCOMM
- Founded in 2001
- Incredible Success
- Up to 85,000 members
globally
- Past events with
Google, IBM, HP, Microsoft
Oracle, University of
Phoenix and Yahoo
- Board of Directors are Top
Influencers in the Internet
- Purpose is Education
- No Cost of Membership
- Covering Real Time Topics
- Developing Curriculum for
University Courses
- #1 on Google
Nothing Beats E-mail…
According to a Meta Group study, 80% of
businesspeople say e-mail is more valuable
to them than the telephone
Source: Meta Group, 2007
Significant E-Mail Growth
62 Billion
E-Mails Total
31 Billion
Up to 50% Spam
31 Billion
E-Mails Total
10 Billion
33% Spam
31 Billion
21 Billion
2003
2009 Projected
Source: International Data Corporation (IDC)
Internet Media Spending
Source: Marketing Charts, 2008
US Video Game Advertising Spending
Source: eMarketer.com, 2008
US Online Video Advertising Spending
Source: eMarketer, 2008
Key Factors in Purchasing Decisions
Source: eMarketer, 2008
US College Internet Usage
Education Reform Initiative
Source: eMarketer, 2008
Hispanic Demographic Incline on Web
Source: Marketing Charts, 2007
US Email Marketing Spending Growth
Source: eMarketer, 2008
US Online Advertising Spending Growth
Source: eMarketer, 2008
Global Online Social Network Advertising
Source: eMarketer, 2008
US Outdoor Video Advertising Spending
New Mediums
Source: eMarketer, 2008
US Outdoor Video Advertising Spending
New Mediums
Source: eMarketer, 2008
Source: Marketing Charts, 2009
Social Media Users
Source: eMarketer, 2008
Paid Search Advertising Revenues
Source: eMarketer, 2008
How to Put Together Your Own
Integrated Marketing Strategy
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Integrated Marketing Plan
Website
SEO
Email Marketing
Social Networking
YouTube Strategy / Online Video
Word of Mouth , Direct Mail, Trade Advertising, Media
Buying, TV, Broadcast
Source: KCOMM, 2009
Search Engine Optimization in Practice
History of Search
 First Generation- On Page (Meta and Title Data)
 Second Generation – Off Page (Linking = Google)
 Third Generation- Web 2.0 & User Driven Search
Elements of Search
 On Page Recommendations
 Off Page Recommendations
 Site Wide Recommendations
Source: BusinessOnline, 2008
Search Engine Optimization in Practice
• HTML Coding
 Title, Meta keywords, and Meta description rewritten based on
keyword research
 Keyword focused H1 tag
• Textual Content
 More keyword phrases in anchor text
 More instances of keywords in content
Source: BusinessOnline, 2008
Source: KCOMM, 2008
On Page Recommendations
 Have a consistent strategy of
producing new content that is
relevant to the keywords that you
are targeting.
Developing an educational channel
is a great way to increase your
credibility as well as your search
engine rankings.
 Ex: User Ratings
According to Yahoo, Adobe has over 20K links
to their Developer Center.
Source: BusinessOnline, 2008
Off Page Optimization Definition
 Off-page SEO is the evaluation of linking structure and how it relates
to search engine rankings for specific keywords
 Internal linking
 How a site links within its own pages as well as the type of links
and anchor text used to create the links
 External linking
 Who a site links to and how they do so
Source: BusinessOnline, 2008
Internal Linking Recommendations
(continued)
 Link to internal pages within
the main content sections of
your Web pages using
keyword specific links.
 The more pages of your site
that link to any one page
within your site, the more
important that page is thought
to be.
Search Engine Land links to relevant content
using keyword specific phrases as links. This
helps both the page that the link exists on as
well as the page that it is linking to.
Source: BusinessOnline, 2008
External Linking
KCOMM Links to External Pages /
E-newsletters with Keyword Content –
Demonstrate on Google
External Linking Recommendations
(continued)
 Take Advantage of Web 2.0 Technologies to Make Interactive
Example: Wikipedia on Web 2.0:
Web 2.0, a phrase coined by O'Reilly Media in 2004,[1] refers to a
perceived or proposed second generation of Web-based
services—such as social networking sites, wikis, communication
tools, and folksonomies —that emphasize online collaboration
and sharing among users.
 Get Your Business Listed In Wikipedia if Possible
Source: BusinessOnline, 2008
Email Marketing in Practice
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Run Live Demo at www.kcomm.com
How to build a campaign list
How to build an HTML email within the system
How to distribute your HTML
Reporting Benchmarks / Exporting Features
Source: BusinessOnline, 2008
Social Networking in Practice
FaceBook Explosion
 Run Live Demo at www.facebook.com
 Run Live Demo at www.linkedin.com
 How to build your own Social Site
How Big is Social Networking?
Source: BusinessOnline, 2008
YouTube Marketing / Video Strategy
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YouTube Information and Facts
Transformation of Culture
Political Campaigning
CNN YouTube Presidential Debates
YouTube and Advertising
Advantages of YouTube
Jeff Cole Login to YouTube Demo
 www.youtube.com/kcommtv
Metrics and Good Hosting
 Have 110% uptime – we recommend GoDaddy.com
 Have best email technology / servers
 Login to see stats/ metrics are critical: www.kcomm.com/stats
Source: KCOMM, 2008
Integrated Marketing Strategy
Source: KCOMM, 2008
Domstal’s 2006 Integrated Marketing Strategy
DOMSTAL uses minimal design to attract
customers – no one bites
Domstal’s 2007 Integrated Strategy
DOMSTAL uses three pumpkins, one with only
one eye, the other one traditionally carved,
yields many new customers!
Domstal’s 2009 Integrated Strategy
DOMSTAL goes back to the old model and
loses all market-share and goes B.K!
The Future of Internet Marketing
So Long Newspapers
Source: emarketer.com, 2008
Social Sites, Portals
Source: e-Marketer.com, 2007
Social Sites, Portals
Source: e-Marketer.com, 2007
Behavioral Target Marketing
Source: e-Marketer.com, 2007
User Generated Content
Source: e-Marketer.com, 2007
Female Proliferation
Source: e-Marketer.com, 2007
User Generated Content Creators
Source: emarketer.com, 2008
FaceBook Demographics
Source: Marketing Charts, 2009
Internet Population Growth
Source: e-Marketer.com, 2007
The Future of Internet Marketing /
Text Messaging
Source: e-Marketer.com, 2007
The Future of B2B Online Spending
Source: e-Marketer.com, 2007
The Future of Video / Internet Marketing
Source: e-Marketer.com, 2007
The Obama Technology Shift
He Loves the Blackberry
Source: KCOMM, 2008
He Understands Internet Marketing
-Text email blasts
- Personalized Website
- Grassroots Effort
- Viral Marketing
- YouTube
Source: KCOMM, 2008
Permission-Based HTML
Whitehouse Website on Steroids
Source: KCOMM, 2008
He’s YouTubing!
Source: KCOMM, 2008
Why Obama Technology is so Important
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Connection to the next generation
Reduction of communications / intelligence budget
Metrics, tracking
Raising awareness and creating viral messaging
Media relations
International relations
Stimulus package, grant submissions
Role-model for modernizing Government
Source: KCOMM, 2008
The Reality of Entrepreneurship
Its who you know not what you know…
- 99% of business development
happens behind the scenes
- Never sell through tactic – sell
through relationship, patience
and help others
Tell me a little bit about
your real background…
- Talk about who you are
- Talk about where you’re from
- Talk about your cultural background
- people would much rather talk about
the countries you’ve visited than the
companies you’ve worked for
Give it away for FREE!
- Build trust with people – forget
business
- Give away your product or
service at no charge – don’t expect
anything in return other than trust
- Trust is the key to success!
Address people by their own
motivating factors…
- We all have weird sides to us that
motivate us – yoga, travel, spirituality,
religion, children, pets, etc. – talk to
people about the things that motivate
them – they trust you more when
you’re interested in them and not
what they can do for you.
Essential Ingredients of Leadership
 Leadership is action, not position
 Leadership within your community, friends, and business
 Being able to handle change
 You must have composure
 Be honest
 Accept failure
 Practice communicating and persuading
Essential to Communicate
 Body Language-hand gestures, eye
contact, stature
 Voice-volume, pitch, rate, quality,
expressions
 Image-style, looks, hygiene
 Interactions – being a people person
 Its all about Toastmasters!
You Must Have Etiquette
 Personal Etiquette
 Professional Etiquette
 Dining, socializing,
Networking
You Have to Take Risks!
“High Risk is High Reward”
 You fail, you’ll learn
 Be responsible about your risks
 Think of the end result
 Risks in leadership
 Plan your risks
 The only way to instill change is by
taking risks
A Few Recommendations
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Rewards of 3rd party organizations
Develop a contact list, e-mail your developments...
Treat people the way you’d like to be treated
Take advantage of helping others in need
Carve a niche for yourself
Don’t mix risk with ego when you start making money,
timing is everything...
 Polished resumes & portfolios are imperative
 Toastmasters
 The four pillars of success...
Sinan Kanatsiz
Chairman
KCOMM and the Internet Marketing Association
[email protected]
www.kcomm.com
www.imanetwork.org
949.443.9300 tel.
www.kcomm.com/csuf2009.ppt