Transcript Getting practical - University of Sheffield Enterprise

theweb.co.u
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Skill Build:
using the internet for business
by Samantha Deakin
Agenda/Topics To Be Covered
• Where do I start?
• Creating a website
• Which social media sites should I be using for my business?
• How do I monitor my impact on social media sites?
• What is Search Engine Optimisation (SEO)?
• How do I monitor my website traffic?
• Recommended reading list
• Some interesting reports
Right here, right now
Where do I start?
At the beginning, of course...
• Get an SEO friendly domain name
– ‘florists sheffield’
– www.floristssheffield.co.uk
– www.sheffieldflorist.co.uk
• Get yourself a website or
blog.
Creating a website
• Types of website
– Static HTML
– Content managed
– E-Commerce
– AVOID FLASH
• Make sure you keep
it up-to-date.
What is Search Engine Optimisation?
(SEO)
• Making your site relevant to search engines
• Choose the right keywords/keyword phrases
• Content
– Meta Tags:
• Title
• Description
• Keywords
• Yahoo and DMOZ
• Building links
Which social media sites should I be
using for my business?
• Twitter- one for all
• Facebook- great for news sites and special offers
• MySpace- going out of fashion, but still popular
with bands... and...er...emos, mainly.
• LinkedIn- professional network
• YouTube- The world’s 2nd biggest search engine
Can’t I just use all of them?
Well, yea. But you’ve got to maintain them all too.
Better to do a couple well than all of them badly.
Twitter
• Pretty much for everyone
• Customer services, news updates, special offers, brand recognition
• Don’t tweet mindless rubbish. Be generous. Mentions. Retweets.
• Post articles and information that links back to your site
• Promote your witter account outside of Twitter!?! Surely not.
Facebook
• News sites and things you can become
a fan of
• Offer free stuff
• Think about your audience
• Post events/information/articles
• Promote your Facebook Fan Page
• Skittles
• Pringles
LinkedIn
• Professional network. For businesses and professionals
• Add your CV
• Get recommendations
• Add content such as blogs, slideshows, presentations, etc.
• Create groups
• Advertise jobs
• Build your network
• Contributes to the marketable brand of the individual
YouTube
• 2nd largest search engine in the world!
• YouTube Channels
• Video quality
• Promoting your YouTube channel
• Nike use YouTube extremely well...
• Some of Nike’s video have had 10m views
• This next video has only had about 80k
• But has had five video responses
YouTube
How do I monitor my website traffic?
• As a start up business, you’re probably using social media to try
and drive traffic back to your website
• Get Google Analytics
• How much traffic?
• Traffic Source
• What are people typing in?
• Referring Sites
• How long are people staying?
• What’s a Bounce Rate?
• GOOGLE ANALYTICS IS FREE!
Recommended reading list
• http://googlewebmastercentral.blogspot.com/
• http://blog.hubspot.com/
• http://mashable.com/
• http://www.digtheweb.co.uk
• Look out for free webinars and e-books. A lot of companies offer
these for free to get their brand recognised.
• Always check your information though as a lot of digital marketing
is opinion and changes on a daily basis.
Some interesting reports
• The State of Inbound Marketing Report
• Burson-Marsteller Fortune Global 100 Social Media Study
• Small Business Success Index™
• ROI from Inbound Marketing through Implementing HubSpot
Software