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The Interweb, Google and that Facebook thing. Making sense of it all. Quick Introduction. Iain Valentine - Creative Director Sarah McGowan - SEM Specialist. Whitespace. A creative agency working online and off…. What Do We Do?. Blend strategic, creative and technical skills. Who For?.

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The Interweb, Google and that Facebook thing


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    Presentation Transcript
    1. The Interweb, Google and that Facebook thing Making sense of it all

    2. Quick Introduction Iain Valentine - Creative Director Sarah McGowan - SEM Specialist

    3. Whitespace A creative agency working online and off…

    4. What Do We Do? Blend strategic, creative and technical skills

    5. Who For? The Scottish Government NHS Health Scotland HBOS Russell Europe

    6. The Interweb, Google and that Facebook thing Making sense of it all

    7. The Digital Market … is changing as we speak

    8. 72% of the UK population are internet users

    9. It has never been easier to get online…

    10. Online Spend • • Majority is Search • • Display ads getting richer • • Video Ad’s • • Interactive/games

    11. Push vs Pull • • Pull - driving traffic to destination sites • • Push - pushing content out to users

    12. Integrated Solutions • • Content pushed out across media • - Branded You Tube Channels • - STV ad funded channels • - Channel 4 B&Q page

    13. Rise of Video • • Online to be entertained • • Increasingly part of the online experience

    14. Mobile • • 70million active mobile connections

    15. Branded utility • • The age of dialogue

    16. 72% of the UK population are internet users Creating an Online Conversion Machine (with a little help fromsearch engines)

    17. 91% of internet users use search engines

    18. £££ • • Google $5bn last year. • • Google - £327m vs ITV £317m • • Advertisers – Great ROI • • Site Owners - Adsense

    19. SEM = SEO + PPC

    20. SEO – Optimising site for natural results

    21. PPC – ‘Pay Per Click Ads’

    22. Paid Inclusion – Paid for listing in ‘natural’ results

    23. SEM and Conversions • • Search data helps inform: • Website design & build • Website content • Strategies for conversions

    24. All Sites Have a Conversion • • Conversions consist of: • Purchase • Contact • Information

    25. Simple Steps to Conversion • Match what user looking for • Support with relevant content • Design user-paths to increase conversions • Measure effectiveness

    26. A Site for Search • • Design decisions based on search volume and search data: • Section structure and user-paths changed • Products given understandable labels • Clear route to sales

    27. Listings! • Site for search rank well • more traffic = more conversions.

    28. The Conversion Machine • • Conversion process starts before user enters site • • Design site based on what users want

    29. 72% of the UK population are internet users Social Media and the conversion machine

    30. Social Media is … • Blogs • Social Networks • Podcasts • Wikis • User Generated Content • Mobile

    31. New Marketing Rules • • New ways to engage with customers • • In 5 years… • 57% companies spend more on conversational marketing than traditional

    32. Social Networking

    33. Social Networking Usage • 69% all web users • US 37% adults, 70% teens • New users leveling off US &UK • 68% increase Africa & Middle East

    34. Social Networking Ad Spend • Linked In launched new advertising platform • Ad spend projections curbed • MySpace not hit 08 revenue targets

    35. Engage with Customers • Opening doors in branding • Welcoming customers in • Time spent with brand • Business gain

    36. Branded Utility • • Branded ‘Value Add’ • • APIs • • Branded Widgets • STA Travel widgets