Utilisez les réseaux sociaux

hi whats up?

socialmedia

réseaux sociaux pour optimiser le

taux de conversion de

votre site Internet

hi whats up?

14%

13%

11%

38%

35%

49%

48%

52%

40%

Contextual targeting

Behavioral targeting

Geotargeting

Low ROI - not worth effort High ROI Medium ROI

31%

27%

25%

15%

16%

27%

17%

30%

53%

46%

57%

55%

-40% -20% 0% 20% 40% 60% 80% 100%

Weekparting

Testing different search engines

Dayparting

Demographic targeting

Source: MarketingSherpa, Search Marketing Benchmark Survey, June 2008Methodology: Fielded May 15-27, 2008, N=1,928

C = 4M + 3V + 2(I – F) – 2A ©

C = Conversion probabilityM = Motivation of the userM = Motivation of the user

V = Value proposition clarityI= Incentive to take action

F = Friction elements A = Anxiety

For more information about the conversion index, visit www.MarketingExperiments.com

News from WSI E&I Las Vegas

(+ 200 IMC present)

– New Internet Marketing Research ToolsResearch Tools

– Landing Page Optimisation– Web 2.0 (Design, WSI

Live, …) – Local Search

–SMO

Social Networking Sites Market Share

What Is Social Media

Social media is an umbrella term that defines the various activities that integrate defines the various activities that integrate

technology, social interaction , and the construction of words, pictures,

videos and audio.

- Wikipedia, July, 2008

Who Is Using Social Media?

• Using Facebook• Using YouTube• Using Twitter• Using Blogs

Social Media is Like Ice Cream

How to Start ?

Types of Social Media

•MySpace•MySpaceSocial

Bookmarking Sites •Wikipedia•WikipediaVideo/Photo/Music

Sharing Sites •Blogger•Blogger•MySpace•Facebook •Bebo•Orkut

•MySpace•Facebook •Bebo•Orkut

Social Networking Sites

•Digg•Technorati•Stumbleupon•Del.icio.us

•Digg•Technorati•Stumbleupon•Del.icio.us

Bookmarking Sites •Wikipedia•Scribd•Twitter•Squidoo•Gather

•Wikipedia•Scribd•Twitter•Squidoo•Gather

Content Sharing Sites

•YouTube•Flickr•Photobucket•Metacafe•Last.fm

•YouTube•Flickr•Photobucket•Metacafe•Last.fm

Sharing Sites •Blogger•Wordpress•Moveable Type•Yahoo 360!•MSN Spaces

•Blogger•Wordpress•Moveable Type•Yahoo 360!•MSN Spaces

Blogging Sites

Social BookmarkingIs a popularity contest

There is a right way

wrongand a wrong way to bookmarking

Social Bookmarking• Google gets suspicious if your webpage

suddenly has hundreds or thousands of bookmarks

Google Cop

• Google thinks that you must have paid them to “hang out with you”

• Build exposure in a natural way

Online Brand Reputation• Online Brand Management

is about protection. It's about knowing everything, about knowing everything, positive and negative that is impacting your brand online

•Maintain the integrity of a carefully nurtured brand

Lets See How Fast Information Spreads Online

parent company of

In 2002 they had a

bankruptcy filing

(6 years ago)

A reporter accidentallyaccidentally

posted the old bankruptcy filing on a current page of a

local newspaper

The site was using social media tools and quickly bumped it up tools and quickly bumped it up

to the “most read” stories section

Through RSS, the information goes out over Bloomberg's news

terminals worldwide.terminals worldwide.

UAL Corporationbankruptcy

Google picked up the news articles on both accounts and it

was quickly optimized

Headline across the Internet read: “United Airlines files for Ch. 11 to cut costs."

• Wallstreet quickly quickly picked up on the news and started to sell in a panic!

UAL's stock crumbled and went from $12.30 to as low as $3!

The price recuperated after the truth was found out , but many stock holders had already sold at rock bottom prices

Market Dive

• Even shares of other carriers, including Continental Airlines Continental Airlines Inc. and AMR Corp the parent of American Airlines, also briefly dived with UAL before rebounding.

1st Moral of the Story: Manage Your Online Brand Reputation

• Ensure that you • Ensure that you know if anything is impacting your brand as soon as possible!

2d Moral of the Story: Leverage the Power of Social

MediaMedia

• Leverage the power of RSS – Real Simple Syndication!• Use social media tools to showcase “top stories”, Google will often look at these!

One of the Ways to Positively Influence Your Brand Reputation Blogging

• Must go in with the right mindset• Must go in with the right mindset• It’s not just about revenue or page views• The primary purpose has to be conversation

and community• If you do those two things right then SEO and

all the other benefits should follow.

Another Ways to Positively Influence Your Brand Reputation

Build a ProfileFill in as much detail as possible

“Build it and they will come”

OK – not exactly true, you need to build out your network

SEO & SMO Work Together

Hello. I’m SEO.

And I’m SMO.And I’m SMO.

Opportunity for YOUIncrease

Brand Awareness

PromoteProductsAwareness

PromoteServices

Get Indexed Quickly

Dominate The Search Engines

DON’TMISS

Social media is now where SEO was

8 YEARS AGO

THIS OPPORTUNITY

DON’TMISS

otherwise you will ….

REGRET IT

COMEJOIN THE CONVERSATION

REGRET IT

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Social MediaOptimization Workshop

Twittering is not just for the birds. Discover the

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Google War: The Battle for Universal Search

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The Art of Social Bookmarking

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