a. What is your message, key talking points (paragraphs), and how will you fit the keywords in? Since this is an exercise, you have great freedom in what you write. Our goal today is to learn about SEO processes.
b. What is your heading and what keyword will be in it?
c. Where do you place keywords in the body?
d. Can you reasonably, from a reader’s perspective, repeat any keywords?
e. Where can you insert 3-5 hyperlinks in your text?
f. Are you driving traffic back to an official site for F1, education or Sentosa? Remember, blog and social media can find people and then direct them to official sites.
g. Will a reader find your content relevant to them, or have you written to yourself? Great content – from reader’s perspective – is king.
h. How could you also send this material out by Twitter, Flicker, Facebook, youtube or other social media sites so that you build even more links and promote your content across several popular channels? How would you do this?
Everything written in this blog (including this blog post) is for educational purposes only.
Studying in Singapore
If you are considering studying in Singapore, Singapore's education system is considered one of the better ones among the world. The Singapore Ministry of Education aims to help students to discover talents and to make the best out of it. From the Singapore Education website, there is an interactive version of The Singapore Education Journey, which will help you understand more about the entire education system. Besides, you can also find out more about the various types of schools and course on the Singapore Education website.
Monday, May 14, 2012
Tuesday, May 8, 2012
Recaps on Digital Marketing Campaign: Discussion
What is the name of the company and nature of the company business in the video?
The name of the company is Standing Sushi Bar and the nature of the company business is SME's food and beverages.
What is the objectives of the Video?
To find out what it takes to succeed in a new digital age of the business world and to see how SME can benefit from some radical new applications that may help shape the future of online marketing.
How does the company make use new media technology for improving business. (Give some examples that the business owner mentioned in the video)
The company was listed as the top sushi restaurant on Hungrygowhere.
Which are the social media that the company use, and what is the benefits of the social media that the company use?
Twitter
- To monitor feedback and what people are saying about the industry in general.
- The interactivity allows users to send messages, public messages and direct messages.
- Instant feedback that is direct from the customer which includes what they like about the restaurant and what they like about their experience.
- The owner is able to ask them questions and vice versa, it's like a chat.
Blog
- Act as a journal for the experiences that the business is going through.
- A resource for the owner and other people who are curious as what is it take to run a F&B business and the behind-the-scenes
Facebook
- Information dissemination.
- Put up a promotion, photos.
- People can comment a bit, but it's not real-time interaction.
- Focused on getting the information out there.
Social media makes people feel like they are a part of the business, they are getting the context, the whole history or colour around what it takes to run the company and eat at the company.
Who are the targeted audiences for the company? How does new social media benefits these targeted audiences?
The targeted audiences are professional crowd with disposable cash. Younger folks that are tech savy would want to try the newer apps and the new social media benefits these targeted audience via indirect outreach by hearing news from other Twitter followers.
What is Chalkboard, and how it works?
Chalkboard is a location-based advertising solution that updates potential customers on discounts, promotions and events at the restaurants near them. A business that is signed on to use the application sends a promotional note to the Chalkboard developers, they then relate that information onto the people around the area through their mobile phone, encouraging them to visit the shop.
How does Chalkboard connects people?
Chalkboard connects people by moving from the mobile back to the web, as all the browsers are becoming more and more of the location-based sensitive. To be able to integrate seamlessly with new social media technologies.
What are the critical success factors for using Chalkboard application?
The feedback from the retailer asking "How are they going to get to my place?", which then allowed the developers to build a view map on the application.
What are the rules and trends for SME (Small Medium Enterprises) when using online social media technologies?
1. Getting on social media is a must. It is proven and it works.
2. Don't be discouraged by bad feedback. It's critique. Respond well and your potential customers will repect you for it.
3. Don't be afraid to try out new avenues for advertising. Online social marketing is the new frontier.
5 steps to start a social media campaign
- Involve, Create, Discuss, Promote, Measure.
Tuesday, May 1, 2012
DigiMarketing [Discussion & Sharing Session] Week 2 SDL Slide 22
List some examples of Traditional Marketing and Digital Marketing techniques.
Examples of Traditional Marketing: Consumers as Viewers, Impressions/Frequency, Broadcast Media, Schedule-driven, etc.
Examples of Digital Marketing: Consumers as Participants, Involvement/Interaction, Addressable Channels, Time Shifted – Anytime, etc.
What Is Viral Marketing?
Viral marketing is an affordable strategy that spreads the name of your business to more and more people through the Internet's social media platforms so that your customer base gradually keeps increasing.
List FIVE different social media tools for digital marketing.
1. YouTube
2. Facebook
3. Twitter
4. Blogger
5. Formspring
List out the pros and cons of using email as the DigiMarketing strategy.
Pros
- Market internationally at no cost
It's expensive to send mail overseas but you can email marketing materials all over the world, at no cost to you. You can easily gain and communicate with international clients.
- It's Fast
Email marketing is much faster than marketing with regular mail. It would take at least two days for regular mail to reach potential clients. Email can reach someone in mere seconds. Mass emails can reach people in minutes. However, it could take months or even years to send out millions of letters.
- Tracking
With email marketing, it's easy to track who receives your emails, who opens them, and which email addresses don't work anymore. You can instantly see how effective your marketing campaign is.
Cons
- Easy for People to Ignore Your Emails
People are used to getting emails in their inbox every day. They often receive hundreds of spam email, so it's easy for marketer's emails to get ignored or trashed. People either mistake marketer's emails for spam or they assume it's spam because they are not familiar with the sender.
- Time Consuming
Although sending emails is faster than sending regular mail, the email marketing process is time consuming in itself. It takes time to build the webpages that will capture people's email addresses and it takes time to write the marketing emails you will send out each day to clients. Because you will probably develop new products and sales, you will have to constantly create new emails.
You could hire freelancers to do this work for you, but then you'd have to consider if outsourcing the work is cost effective.
- Could Get Blacklisted
If people get the idea you are sending spam and they complain, your IP address will be blacklisted. When that happens, you'll send emails, but no one will receive them. To prevent this from happening, use an autoresponder that scans your messages before you send them to see if they look like spam.
Reference: http://www.ehow.com/list_6833943_pros-cons-email-marketing.html
Examples of Traditional Marketing: Consumers as Viewers, Impressions/Frequency, Broadcast Media, Schedule-driven, etc.
Examples of Digital Marketing: Consumers as Participants, Involvement/Interaction, Addressable Channels, Time Shifted – Anytime, etc.
What Is Viral Marketing?
Viral marketing is an affordable strategy that spreads the name of your business to more and more people through the Internet's social media platforms so that your customer base gradually keeps increasing.
List FIVE different social media tools for digital marketing.
1. YouTube
2. Facebook
3. Twitter
4. Blogger
5. Formspring
List out the pros and cons of using email as the DigiMarketing strategy.
Pros
- Market internationally at no cost
It's expensive to send mail overseas but you can email marketing materials all over the world, at no cost to you. You can easily gain and communicate with international clients.
- It's Fast
Email marketing is much faster than marketing with regular mail. It would take at least two days for regular mail to reach potential clients. Email can reach someone in mere seconds. Mass emails can reach people in minutes. However, it could take months or even years to send out millions of letters.
- Tracking
With email marketing, it's easy to track who receives your emails, who opens them, and which email addresses don't work anymore. You can instantly see how effective your marketing campaign is.
Cons
- Easy for People to Ignore Your Emails
People are used to getting emails in their inbox every day. They often receive hundreds of spam email, so it's easy for marketer's emails to get ignored or trashed. People either mistake marketer's emails for spam or they assume it's spam because they are not familiar with the sender.
- Time Consuming
Although sending emails is faster than sending regular mail, the email marketing process is time consuming in itself. It takes time to build the webpages that will capture people's email addresses and it takes time to write the marketing emails you will send out each day to clients. Because you will probably develop new products and sales, you will have to constantly create new emails.
You could hire freelancers to do this work for you, but then you'd have to consider if outsourcing the work is cost effective.
- Could Get Blacklisted
If people get the idea you are sending spam and they complain, your IP address will be blacklisted. When that happens, you'll send emails, but no one will receive them. To prevent this from happening, use an autoresponder that scans your messages before you send them to see if they look like spam.
Reference: http://www.ehow.com/list_6833943_pros-cons-email-marketing.html
Digital Marketing Campaign: Discussion Week 2 Slide 25
Video: Upfront Media on Clickability
What is the name of the company and nature of the company business in the video?
The name of the company is Upfront Media, it is a consultancy firm that specialises in offering marketing solutions to company who needs advertising plans to boost their sales.
What are some of the strategies that the company would implement for the New Media campaign for their clients?
Firstly, check if the company is ready and whether their business objectives are actually suited to the social environment. If the company wants a boost in sales for only a short-term, like for the first 3 months, then social media is not recommended as social media is a long term engagement to nurture people. By nurturing people, first you introduce yourself then build a relationship and then convert them into long term loyal customer over a period of time.
How does the company determines which social media tools that is appropriate for the clients’ branding?
Twitter: Example for a restaurant with a lot of specials and to advertise the specials.
Facebook: To build a community field.
YouTube Channel: For "How-to-do" videos, for people to find out everything that they need
Give the example that the company stated as the successful digital marketing campaign.
Old Spice | The Man Your Man Could Smell Like
What are the Marketing strategy that the company mentioned to gain customer loyalty?
- Have a conversation
- Talk to customers about the good and bad sides
- Be open
- Give the company a human face
What did the video mentioned about succeeding in Social media marketing?
- Think long term, it's an investment
- Know your target market well
- Be open to critique
- Social media is a definite 2-way relationship
What is the name of the company and nature of the company business in the video?
The name of the company is Upfront Media, it is a consultancy firm that specialises in offering marketing solutions to company who needs advertising plans to boost their sales.
What are some of the strategies that the company would implement for the New Media campaign for their clients?
Firstly, check if the company is ready and whether their business objectives are actually suited to the social environment. If the company wants a boost in sales for only a short-term, like for the first 3 months, then social media is not recommended as social media is a long term engagement to nurture people. By nurturing people, first you introduce yourself then build a relationship and then convert them into long term loyal customer over a period of time.
How does the company determines which social media tools that is appropriate for the clients’ branding?
Twitter: Example for a restaurant with a lot of specials and to advertise the specials.
Facebook: To build a community field.
YouTube Channel: For "How-to-do" videos, for people to find out everything that they need
Give the example that the company stated as the successful digital marketing campaign.
Old Spice | The Man Your Man Could Smell Like
What are the Marketing strategy that the company mentioned to gain customer loyalty?
- Have a conversation
- Talk to customers about the good and bad sides
- Be open
- Give the company a human face
What did the video mentioned about succeeding in Social media marketing?
- Think long term, it's an investment
- Know your target market well
- Be open to critique
- Social media is a definite 2-way relationship
Thursday, April 26, 2012
Case Study 1 - The New Rules of Marketing Week 1 Slide 36
What did Cindy Gordon, vice president of new media and marketing partnerships at Universal Orlando Resort, did for advertising The Wizarding World of Harry Potter?
Cindy Gordon told just seven people about the new attraction and those seven people told ten of thousands. Then mainstream media listened to those tens of thousands and wrote about the news in their newspaper and magazine articles, in TV and radio reports, and in blog posts.
Gordon and her counterpart at Warner Bros. chose to launch The Wizarding World of Harry Potter by first telling the exciting news to a very small group of rabid fans. Seven people at the top Harry Potter fan sites, such as Mugglenet , were hand-selected by Gordon’s team, with Warner Bros. and Rowling herself providing input about the choices. These seven (affectionately referred to by Gordon’s team as “the AP of the HP world”) were invited to participate in a top-secret Webcast held at midnight on May 31, 2007.
Steve Chazin did not follow the traditional path of seeking a job but he started a blog and wrote an e-book, Marketing Apple: 5 Secrets of the World’s Best Marketing Machine, which he offered for free. Chazin propelled himself into the world as a recognized expert on the kind of marketing used by Apple, Inc. And he instantly set himself far apart from the rest of the pack of job seekers looking for consulting work or a VP of marketing job.
Chris Greendale, a general partner at Kodiak Venture Partners gotten involved with Facebook and his Facebook friends share his ideas with their friends and colleagues to help him meet new people online.
Tim Washer, a manager of new media web video at IBM Communications did an internal self-deprecating humorous video for their sales meeting to make sense for broad sales and coporate audiences. They also included it in one of the IBM newsletters to the sales team, and that helped it to go viral. Then some bloggers picked it up and pushed it along some more. The self-deprecation softens the image of IBM with many people—it puts a human face on IBM which shows that they can laugh at themselves.
Cindy Gordon told just seven people about the new attraction and those seven people told ten of thousands. Then mainstream media listened to those tens of thousands and wrote about the news in their newspaper and magazine articles, in TV and radio reports, and in blog posts.
Gordon and her counterpart at Warner Bros. chose to launch The Wizarding World of Harry Potter by first telling the exciting news to a very small group of rabid fans. Seven people at the top Harry Potter fan sites, such as Mugglenet , were hand-selected by Gordon’s team, with Warner Bros. and Rowling herself providing input about the choices. These seven (affectionately referred to by Gordon’s team as “the AP of the HP world”) were invited to participate in a top-secret Webcast held at midnight on May 31, 2007.
Explain the term “Word-of-mouse”.
Word-of-mouse is the single most empowering tool available to marketers today which will help you create your own viral marketing strategies and campaigns.
What are the other cases of viral marketing examples mentioned in the paper? (Name the company, and state what marketing strategies that they deployed)
Steve Chazin did not follow the traditional path of seeking a job but he started a blog and wrote an e-book, Marketing Apple: 5 Secrets of the World’s Best Marketing Machine, which he offered for free. Chazin propelled himself into the world as a recognized expert on the kind of marketing used by Apple, Inc. And he instantly set himself far apart from the rest of the pack of job seekers looking for consulting work or a VP of marketing job.
Chris Greendale, a general partner at Kodiak Venture Partners gotten involved with Facebook and his Facebook friends share his ideas with their friends and colleagues to help him meet new people online.
Tim Washer, a manager of new media web video at IBM Communications did an internal self-deprecating humorous video for their sales meeting to make sense for broad sales and coporate audiences. They also included it in one of the IBM newsletters to the sales team, and that helped it to go viral. Then some bloggers picked it up and pushed it along some more. The self-deprecation softens the image of IBM with many people—it puts a human face on IBM which shows that they can laugh at themselves.
Best Practices of DigiMarketing [Discussion & Sharing Session] Week 1 Slide 35
Give an example a company using Microsite as their marketing strategy.
Uniqlo (http://uniqlooks.uniqlo.com/ut/)
This company uses microsite for the contest that they are running as their marketing strategy.
What are the benefits of developing Microsite for the company?
A microsite is designed to meet separate objectives and has a separate Web address (URL) as a home page. Typically, a microsite resides on the same Web server and reflects the branding and overall visual design of the larger site with which it is associated.
Uniqlo (http://uniqlooks.uniqlo.com/ut/)
This company uses microsite for the contest that they are running as their marketing strategy.
What are the benefits of developing Microsite for the company?
A microsite is designed to meet separate objectives and has a separate Web address (URL) as a home page. Typically, a microsite resides on the same Web server and reflects the branding and overall visual design of the larger site with which it is associated.
Benefits of developing microsite for the company
- Can be developed with highly specific optimization, which will drive Search Engine traffic more quickly than a traditionally optimized site.
Since your Microsite will feature content more focused on a particular functionality or subject than your more broadly focused main site, Search Engines will find it much more attractive, and easier to index. Search spiders and bots thrive on focused, targeted content that shows common relevance – the kind that makes delivery of relevant results to searchers that much easier. Target your Microsite, and your results should skyrocket relatively quickly.
- Keep your visitors focused on the item or service at hand
Positioning content to attract and service a specific marketing segment gives Microsites the power to focus on a single core concept, product category or service. Since the Microsite is so focused, there’s usually no navigation or information that’s not directly relevant to its purpose that would serve to distract visitors from converting.
- The perfect way to appeal to a new and different audience
If you’re widening your prospects by introducing a new or different product category or service than the one on which your main site is focused, you can use a Microsite to target and attract the right demographic segment very effectively – one that may not even visit your main site now.
- Supercharged lead generators
With highly targeted, clean SEO and focused content, visitors that are likely to find your Microsite are genuinely interested in exactly what it has to offer. Since they’re already searching for it, your Microsite is much more likely to encourage them to convert to a strong lead – or even a paying customer. These kinds of vetted leads usually don’t come cheap any other way – but offer more than most!
- Domain names can be keyword rich
Since your Microsite is so focused, you can easily assign it with keyword rich domain names that directly relate to positioning (such as eCommerce, Fulfillment, Warehousing Solutions or Logistics). Search engines heavily favor URL keywords in results for specific queries, which will push your Microsite to the top of SERPs.
- Give an aspect of your business some website real estate it deserves
Building a Microsite for a particular aspect of your business such as a new service offering or new targeted demographic shows that you’re serious about devoting resources to that particular facet. Showing this level of commitment improves conversions and builds customer confidence in a big way.
- Present exceptional design opportunities
Microsite designs can be completely customized to appeal directly to its target audience. By contrast, most websites are designed to appeal to many possible visitors, with much more general interests. This focus gives your design team an opportunity to impress a specific audience segment, or show off a new association or product offering. In this way, Micorsites are perfect for preserving another partner’s branding within yours if your efforts are being combined for a single purpose.
- Help your business promote global vs local
Microsites lend themselves to be used for particular geographic audiences, which makes extremely local targeting possible. Content can easily be hyper-localized to allow for cultural differences like colors and imagery, colloquial language, currency, specific spelling and alternate pricing.
Microsites are a perfect way to add more tightly focused targeting to your overall digital strategy. And, considering the benefits that rigid, focused targeting can offer, Microsites are among the stronger tools you can work with to get significant results quickly.
Resources:
http://www.mcintoshmarketing.com/microsite/what-is-a-microsite-examples
http://blog.bridgelinedigital.com/seo-sem/8-benefits-of-building-a-microsite/
Wednesday, April 25, 2012
Behaviour of Digital Consumers [Discussion & Sharing Session] Week 1 Slide 16
What is Web 2.0 & Web 3.0?
A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where users are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies.
Some characteristics of Web 2.0 includes providing users with more user-interface, software and storage facilities, all through browers. In addition, it also provides rich user experience, user participation, dynamic content, metadata, web standards and scalability. Further characteristics, such as openness, freedom and collective intelligence by way of user participation, can also be viewed as essential attributes of Web 2.0.
A Web 3.0 site is defined as people and machines publishing to and interacting with each other to inform and augment each other's work. In learning, this could be a learner who is recommended courses or solutions by the system for work or browsing he may have conducted. The content presented to the learner could be augmented with multiple layers of content, i.e., mobile application with location-based information augmenting a map.
Imagine that you are purchasing a laptop for your schoolwork. As a digital consumers, how do you know which laptop is more suitable for you, and what are the different media to assist your decision for purchasing the laptop.
To find out which laptop is more suitable for me, I will use traditional media digitizing, which is to find out more information from brochure then deciding which specifications is more appropriate for schoolwork. Next, I will use social media from micropublishing platform to read up on the reviews regarding the laptop and ask questions about the laptop on forums too.
Resources
http://en.wikipedia.org/wiki/Web_2.0
http://oreilly.com/web2/archive/what-is-web-20.html
http://cmswire.com/cms/social-business/what-is-web-30-and-why-do-you-care-013072.php
 |
| Figure 1. Graph on the different version of web. |
A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue as creators of user-generated content in a virtual community, in contrast to websites where users are limited to the passive viewing of content that was created for them. Examples of Web 2.0 include social networking sites, blogs, wikis, video sharing sites, hosted services, web applications, mashups and folksonomies.
Some characteristics of Web 2.0 includes providing users with more user-interface, software and storage facilities, all through browers. In addition, it also provides rich user experience, user participation, dynamic content, metadata, web standards and scalability. Further characteristics, such as openness, freedom and collective intelligence by way of user participation, can also be viewed as essential attributes of Web 2.0.
A Web 3.0 site is defined as people and machines publishing to and interacting with each other to inform and augment each other's work. In learning, this could be a learner who is recommended courses or solutions by the system for work or browsing he may have conducted. The content presented to the learner could be augmented with multiple layers of content, i.e., mobile application with location-based information augmenting a map.
Imagine that you are purchasing a laptop for your schoolwork. As a digital consumers, how do you know which laptop is more suitable for you, and what are the different media to assist your decision for purchasing the laptop.
To find out which laptop is more suitable for me, I will use traditional media digitizing, which is to find out more information from brochure then deciding which specifications is more appropriate for schoolwork. Next, I will use social media from micropublishing platform to read up on the reviews regarding the laptop and ask questions about the laptop on forums too.
Resources
http://en.wikipedia.org/wiki/Web_2.0
http://oreilly.com/web2/archive/what-is-web-20.html
http://cmswire.com/cms/social-business/what-is-web-30-and-why-do-you-care-013072.php
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