1. Applied E-Marketing 3 http://www.djatiwicaksono.com Session 7 : E-Marketing – UMB Graduate School of Management Delivered by : Djati Adi Wicaksono Social Media Domain Name Strategy RSS Marketing Podvertising

2. LEARNING OBJECTIVES After the session, you will be able to answer the following questions  What is Social Media ?  What are types of Social Media, and how can they help in the e- Marketing strategy?  Why a domain name is also an important thing in e-Marketing? Why a domain name is also an important thing in e-Marketing?  What is RSS Marketing?  How Podcast Advertising works?

3. Social Media Social media are media (from written to visual to audio to audio visual) that are designed to be shared. Social media is also known as consumer generated media and it refers to the creation and sharing of content by consumers on the Internet. It has allowed a democratization of the Internet, where all Internet users now also have the opportunity to be creators as well as consumers of content.

4. Social Media

5. The realm of social media is about collaboration, users generating content, sharing and, most of all, it is about connecting. YouTube, the online video sharing web site, previewed in May 2005 and launched six months later. It was acquired by Google in November 2006 for $1.65 billion. Twitter, which allows for users to share 140 character tweets, launched in October 2006. In 2006, Time Magazine named “You” as the Time Person of the Year for “the growth and influence of user-generated content on the internet.”

6. Social Media Bookmarking and Aggregating- Sharing things you like Del.icio.us www.digg.com www.stumbleupon.com www.technorati.com S eeing how users categorize your content will give you an idea of how your web site and company are perceived by your audience. It might be remarkably different to what you think they see you as. Look at what other web sites are tagged similarly. You might find new competitors, and possibly new ideas.

8. Social Media Content Sharing – Create and Share Photo Sharing – www.flicker.com Video Sharing – www.youtube.com Knowledge Sharing – the Wiki Content sharing sites, from video to photos to music to knowledge, provide marketers with a snapshot of how users interact with and perceive their brand.

9. Social Media Crowdsourcing – Unleashing the power of Online Community www.ideabounty.com Business and corporates invite the public to submit ideas and innovations for new and existing products, in exchange for a once-off or a small percentage of future royalties.

10. Social Media Connecting – Social Networking www.facebook.com www.myspace.com www.orkut.com www.friendster.com Social networks, free for their members, tend to rely on advertising for their revenue. Because of demographic information collected by the social networks, advertisers are able to target their adverts to a particular audience.

11. Social Media

13. Creating Content & Opinion – Blogging & Podcasting

14. Domain Name Strategy The Power of a Domain Name The Power of a Domain Name What is a Domain Name What is a Domain Name Your own Domain Name versus a shared domain name Your own Domain Name versus a shared domain name Choosing an effective Domain Name www.directnic.com Choosing an effective Domain Name www.directnic.com Find and Register a Domain Name Find and Register a Domain Name Misspelled Domain Names Misspelled Domain Names

15. A Web name is not case sensitive - www.business.com, WWW.BUSINESS.COM, and WwW.BuSiNeSs.CoM are the same Company Name or Keywords? – www.nike.com or www.sepatubagus.com Avoid Using the Hyphen Avoid Character Homophones - www.movies4less.com, www.come2play.com, or www.U-R-here.com Domain Name Issues

16. www.Iseeyou4real.com www.Iseeyouforreal.com www.Iseeyoufourreal.com www.Iseeyouforereal.com www.IseeU4real.com www.IseeUforreal.com www.IseeUfourreal.com www.IseeUforereal.com www.ICyou4real.com www.ICyoufourreal.com www.ICyouforreal.com www.ICyouforereal.com www.ICU4real.com www.ICUfourreal.com www.ICUforereal.com www.ICUforreal.com Avoid Character Homophones WWW.ICU4real.com Domain Name Issues

17. Top Level Domain Purchasing Alternative Web Names Web Names and Trademarks When to Register Web Names Microsites Strategy Domain Name Strategy

18. RSS Advertising Really Simple Syndication – abbreviates all the content most web sites on the World Wide Web contain in order to provide you with specific content you want. RSS allows you to receive / syndicate this information without requiring you to constantly open new pages in your browser.

19. RSS Advertising

20. Consumer Bottom Line: Subscribing to feeds makes it possible to review a large amount of online content in a very short time. Publisher Bottom Line: Feeds permit instant distribution of content and the ability to make it "subscribable." Advertiser Bottom Line: Advertising in feeds overcomes many of the shortcomings that traditional marketing channels encounter including spam filters, delayed distribution, search engine rankings, and general inbox noise.

21. MERCU BUANA TRAINING & CONSULTING (MBTC), 1-2 Feb 2007

23. Podvertising

24. Podvertising

30. Podvertising

31. IMC Metrics and Industry Averages Metric Definition/formulaOnline Averages CPMCost Per Thousand Impressions CPM = [Total Cost  (Impressions)]  1000 $7 to $15 for banners 1 $75 and $200 for e-mail ads 2 $20 and $40 for e-mail newsletter 2 Click-through rate (CTR) Number of clicks as percent of total impressions CTR = Clicks  Impressions 0.3% - 0.8% for banners 3,5 2.4% rich media ads 5 3.2% - 10% opt-in e-mail 3,9 Cost Per Click (CPC) Cost for each visitor from ad click CPC = Total Ad Cost  Clicks Varies widely Google.com ranges from a few cents to a few dollars Conversion RatePercent of people who purchased from total number of visitors Conversion Rate = Orders  Visitors 1.8% for Web sites 6 5% for e-mail 9 Customer Acquisition Cost (CAC) Total marketing costs to acquire a customer Varies by industry $82 for online retail pure- plays; $31 for multi-channel brick and mortar retailers 7