Transcript Nothing Beats E-mail…

Sinan Kanatsiz
January 15, 2008
OCEN at The Pacific Club
www.kcomm.com/ocen2008.ppt
Summary of Today’s Presentation
- Economic Landscape / Housing / Affects on Global Economy
- Internet Marketing Forecast / Updated
- How to put Internet Marketing to work for you
- How to Make Search Engine Optimization work for you
- How to Implement a Real Email Marketing Initiative
- How to Implement FaceBook
- How to Implement YouTube / Video E-Marketing
- The Secrets to Internet Marketing
- Orange County Sheriff’s Race / Technology and Law Enforcement
- Today’s Facilitators Include:
- Sinan Kanatsiz, Chairman & CEO, KCOMM
- Jeff Cole, Director of YouTube Marketing, KCOMM
- Bill Hunt, Candidate, Sheriff, Orange County
US Housing Update
Source: TCW, January 2008
US Housing Update
Source: TCW, January 2008
US Housing Update
Source: TCW, January 2008
US Housing Update
Source: Meta Group, 2007
Internet Marketing Forecast 2008
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US Video Game Advertising Spending
US Online Video Advertising Spending
Key Factors In Purchasing Decisions Online
US College Student Internet Usage
US Email Marketing Spending Growth
US Online Advertising Spending Growth
US Retail E-Commerce Holiday Season Sales
US Outdoor vs. Online Advertising Spending
Global Online Social Network Advertising Spending
US Outdoor Video Advertising Spending
Areas B2B Will Be Increasing Marketing Spending
Personal Information on the Internet
Social Media Users
Paid Search Advertising Revenues
Source: Meta Group, 2007
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
US Email Marketing Spending Growth
Source: eMarketer, 2008
US Online Advertising Spending Growth
Source: eMarketer, 2008
US Retail E-Commerce Holiday Season Sales
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
Personal Information on the Internet
Source: eMarketer, 2008
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: Meta Group, 2007
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.gotcorp.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
Email Marketing Systems: GotCorp.com / ExactTarget.com /
ConstantContact.com / iContact.com / myemma.com
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
Integrated Marketing Strategy
Source: KCOMM, 2008
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
At The End, Non of it Matters
DOMSTAL uses minimal design to attract
customers – no one bites
Domstal’s 2008 Integrated Strategy
DOMSTAL uses three pumpkins, one with only
one eye, the other one traditionally carved,
yields many new customers!
Personal Integrity
Coaches & Mentors
Family
Education
Faith
Sinan Kanatsiz
Chairman & CEO
KCOMM &
the Internet Marketing Association
[email protected]
www.kanatsiz.com
949.443.9300 tel.
www.kanatsiz.com/ocen2008.ppt