Kin Lane

Speaking at the UO American Marketing Association

I spoke last night at the UOAMA which is a student run marketing organization that aims to connect students with professional marketers and offer insight into the marketing profession through the avenues of solid leadership, strong communication, real-world marketing experience, and charitable involvement.

I spoke on the topic of online marketing and social media marketing. Unfortunately my wife Ishi couldn't be there.

It was an interesting group of young students, and an interesting group.

Here is the outline I used for my speech:

Your Website
  • Make an outline for your site
  • Keep your goals simple in everything you do
  • Be involved with planning with your designer
  • Have control, ask for a content management system (CMS)
  • Understand and have control over your META tags
  • Pay for good Internet hosting
  • Buy your own domain name
  • Use a website traffic / analytics package
  • Name your pages and folders using keyword rich names
  • Bulleted and ordered lists
  • Simple, readable content that gets to the point
  • Keep design readable, appropriate for audience and accessible across all platforms, browsers.
Market Analysis
  • Maintain a keyword list
  • Identify top keywords
  • Use Google to define your market arena
  • Asses your competitions strengths & weakness
  • Identify your allies and partners
  • Track top ranking using spreadsheet
  • Use Google Alerts for new additions
  • Monitor market on a schedule
Link Management
  • Maintain a keyword list
  • Match keywords with top link targets on your site
  • Keep keyword and link list fresh
  • Track your outbound link traffic
  • Exchange valuable links
  • Research sites to get links placed
  • Use keywords inbound and outbound links
  • Quality not quantity
Content
  • Content Creation
    • Write fresh content on a regular basis
    • Use your keyword list to enrich content
    • Use your link list to link your content to site
    • Change your site copy from time to time
    • Write for users but consider search engines
  • Universal Search
    • Use Google's navigation as reference.
    • Create content in multiple format
    • Syndicate to multiple locations
Social Media Marketing
  • Listening to the Conversation
    • Blog Monitoring
    • Question and Answer Monitoring
    • Forum Monitoring
    • Video Monitoring
    • Image Monitoring
    • Audio Monitoring
    • Search Engine Monitoring
  • Reputation Monitoring
    • Listen to what people are saying
    • Respond quickly to negative feedback.
  • Content Creation
    • Blog
    • Articles
    • Videos
    • Image
    • Audio & Podcasts
    • Slideshows / Screencasts
    • Wikis
  • Activity Streaming
    • Blog Syndication
    • Social Bookmarking
    • Audio Syndication
    • Video Syndication
    • Image Syndication
    • Press Syndication
    • Micro Blogging
  • Social Networking
    • Maintain a profile on top social networks
    • Make friends
    • Join Groups
    • Keep it Active
Conclusion
  • Have a plan
    • Maintain a keyword focus
    • Maintain a link focus
    • Track the market
    • Assess your performance
    • Adjust your strategy often
  • Schedule
    • Dedicate time every week
    • Even if its one hour
    • Build momentum and rhythm
You can view a presentation at: http://www.originalwebsolutions.com/online_marketing/index.html