VIRTUAL MARKETING

Todays trend is shifting away from traditional media to virtual media with 70% of
Americans being online. This session focused on how parks and recreation could use virtual
media more in the field. The session discussed social networking, promotion, and use of web
pages in accordance to virtual marketing. Virtual marketing is location and time independent for
the company and the user, making it more efficient and current.
Internet use was offered as a way of social networking. This type of networking includes
emails, text, blogs, and voice chat. Through these different forms of media, communicating to
consumers can be done in your desired format. Blogs are also a great way to share new
information, receive feedback, and get ideas. Blogging is a growing area because it is not
limited to time and space. Tapping into this network will open up ways to have forums and other
open communication processes.
Much of a companys marketing can be done through their main webpage. However, if
the webpage is never found it does not matter what is available to the consumers. Google
analytics gives a company the option to purchase key words that people would use to look for a
business or program. It also provides different charts on who, what, and how often these words
or a site is accessed.
Once a strong link to your webpage is created you can add more interaction on your main
webpage. This could include links, videos and podcast, and downloads. Establishing links with
other companies that you work with, or even to your own pages, brings more people and
information to your area. Videos and podcast can also be used for marketing different programs.
Having the ability to download forms and other paperwork not only saves the company money
but also makes people go to the website and gives them opportunity to explore it.
A great way for a company to get started with virtual marketing is by checking with staff
to see what they know and can do in relationship with virtual media. Next, a company needs to
create a virtual marketing plan. This would include what you are going to do now and goals for
the future including a timeline. These ideas can help any company including those in the park
and recreational field.

Virtual Marketing Virtual Marketing
Presented
by by
J ames Parham
What Is Virtual Marketing? What Is Virtual Marketing?
C t d d li di it l t t Creates and delivers digital content
Engages and interacts with individuals
Provides and exchanges information
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Why Use Digital Marketing? Why Use Digital Marketing?
All t hi hl t t Allows to highly target messages
Personalizes messages
Is cost-effective
Is pervasive Is pervasive
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Jump on the Bandwidth or be Left Jump on the Bandwidth or be Left
Behind
A few statistics about digital media:
Today 70 percent of U S population or Today 70 percent of U.S. population or
210,575,000 people are online
U.S. top user in the world p
Retired adults spend nine hours/week
Average searches per month 77
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g p
Moores Law Moore s Law
In 1965 Intels co-founder Gordon E Moore stated In 1965, Intel s co founder Gordon E. Moore stated
that integrated circuits including memory capacity
and processing speed growexponentially. and processing speed grow exponentially.
Since 1965, memory and speed of a microchip , y p p
have been doubling every 18 months and are
expected to continue for another 10 years.
5
p y
Virtual History
The Internet celebrated its 30
th
anniversary
since the first Internet transmission on
November 22, 1977.
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How Digital Marketing Changes How Digital Marketing Changes
Advertising
Gradual reduction of print materials
P i ti ff it b Printing off-site by users
Cost reduction
Shift away from traditional media
Highly personalized messages/promotions
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Digital Media Spending Digital Media Spending
Globallyy
2007 global spending increased 28.2 percent
Other media grew only 3.9 percent
U.S.
2007 US spending increase estimated at 18.9 percent 2007 US spending increase estimated at 18.9 percent
Other media growth projected at 1.4 percent
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U.S. online ad spending grows 13.5 times faster than
conventional media
Di it l M di T d Digital Media Trends
Increased downloads of music and
entertainment
Followed by video downloads (in 2007
36 percent of Internet users watched a TV show
or video stream online compared to 28 percent
end of 2005)
O i fi d lt i l t ki di
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One in five adults use social networking media
Hand-Held
Devices
Advanced
Technologies g
Stationary
Computers
Portable
Computers
Digital
Marketing
Promote virtual
marketing
opportunities opportunities
Are location and
time independent
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Wireless
Devices
p
Social Networking Audience Social Networking Audience
S i l t ki h b k li Social networking has become a key online
activity and is estimated to attract more than one
billion users within five years billion users within five years.
Captive audience
600
800
1000
1200
1400
1600
US - Ad
Spendi ng i n
$Mi l l i on
Captive audience
Use regularly
Form strong relationship with the site
0
200
400
600
2007 2008
Soci al
networks
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Adopting social networking as a digital lifestyle
Social Networking Social Networking
Happens Now
Social
Net
Text messaging
E mail
Working
E-mail
Video
Blogs g
File sharing
Voice chat
Di i
Create J oin Facilitate
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Discussion groups
Online chat
User Groups Include
By type of recreation
Other types of groups
User Groups Include
Dog park users
Runners
Ethnic groups
Skate boarders
Boaters
G lf
Foreign language groups
People with disabilities
Golfers
Bikers
Adult learners
People with disabilities
Demographic groups
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Adult learners
And many more
Virtual Marketing Channels g
Web sites
Search engine marketing
Keyword marketing
E-mail blasts E mail blasts
Blogs
Podcasts
Online banner ads Online banner ads
Streaming video
Mobile messaging
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Web Site Web Site
S t t th i t l k ti ff t Supports most other virtual marketing efforts
Optimize navigation and organization
Create high visibility through search engine optimization g y g g p
and search engine marketing
Examples:
Provide downloadable maps of parks and services
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p p
Offer access to area videos, information boards, blogs
and podcasts
What Are SEO And SEM?
S h E i O ti i ti SEO Search Engine Optimization - SEO
The process to increase number of visitors to the site by ranking high
in the search results of a search engine it includes all efforts to in the search results of a search engine it includes all efforts to
make the site better!
Search Engine Marketing - SEM Search Engine Marketing SEM
Performance-based ads purchased in a real time auction at a pay-
per-click rate and paid inclusion to increase the positioning and
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p p p g
visibility of sites and drive traffic!
SEO Guidelines SEO Guidelines
Write appropriate titles/descriptions
Create appealing main pages
Develop correct site architecture (to promote search Develop correct site architecture (to promote search
engine spiders, algorithms)
Purchase performance-based placements and ads (pay-
li k d id i l i ) per-click and paid inclusion)
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Thoughts on Finding the Right Key Thoughts on Finding the Right Key
Words
Consider your customers interests What keywords will
he most likely use?
Optimize your Web site content, especially main/landing
page
Evaluate cost of keywords (bids are based on demand) Evaluate cost of keywords (bids are based on demand)
Compare providers - (Google CPC (cost-per-click) and
CTR (click-through-rate) impact rank Yahoo driven by
CPC only
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CPC only
Example Example
Google Google
AdWords
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E mail Blasts E-mail Blasts
Use a high quality e-mail list or better yet
Compile an opt-in list (get permission first)
Provide a clear method to opt out
Avoid buzzwords like free and act now
Include a clear call to action
Keep content short and succinct
Limit links to avoid confusion
Examples:
Provide opt-in program to promote new services, special events,
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p p g p , p ,
important news
Guide traffic to Web site and special features
Blogs Blogs
The blogosphere is now 70 million Web logs
wide
Ab t 120 000 W b l t d h About 120,000 new Web logs are created each
day
1 5 million posts per day 1.5 million posts per day
1.4 new blogs are created every second
17 posts are made every second
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17 posts are made every second
Blog Importance Blog Importance
Bl th i fl ti l Bloggers are the new influentials
Blogs build trust
Blogs can drive traffic to your site Blogs can drive traffic to your site
Reporters use blogs as sources
Blogs are cheap cheap cheap (free) Blogs are cheap, cheap, cheap (free)
Blogging builds relationships and credibility
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Rules of Blog Rules of Blog
K di Know your audience
Engage your audience
Stay current Stay current
Stay credible
Conversational Conversational
Consistent
Be a realhost (with profile and no ghost host)
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Be a real host (with profile and no ghost host)
Online Chats and Message Boards Online Chats and Message Boards
User Generated Content UGC is here to stay y
(YouTube, MySpace, etc. are no fads)
Ad spending on UGC sites increased nearly ten times in
2006 2006
Provides a forum for participation and sharing, monitor
and manage responses
Example:
Provide updates on events and services, such as the
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Provide updates on events and services, such as the
opening of a pool and provide space for comment
Podcasting Podcasting
P t Promote programs
Support recruitment and retention of staff
Provide information
Reach diverse groups
Can be highly targeted
Examples:
Create training and sightseeing audio
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Create training and sightseeing audio
Provide relevant current news
P d ti R h Podcasting Research
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Online Banner Ads Online Banner Ads
C l t th li k ti ff t Complements other online marketing efforts
Uses flash to create attention and drives traffic to your
site
Provides highly target exposure by site and region
Example: Example:
Create ads for special events such as festivals, park
openings, new services
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Streaming Video Streaming Video
R i i l id i t Requires simple video equipment
Creates excitement
Provides atmosphere and information Provides atmosphere and information
Examples: Examples:
Invite visitors to contribute video footage
Create events through featurepresentations
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Create events through feature presentations
Mobile Messaging Mobile Messaging
R h bil h d th h d h ld d i Reaches mobile phones and other hand-held devices
Selectively targets consumers
Keep messages short p g
Examples:
Create alert system to warn against ozone, fire, storms,
etc.
Provide information about local services, such as pool
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, p
and park closings, up-to-date trail reports
E-Government Research
Top four e-government countries in 2006
( il bili f li i f i d l i (availability of online information and electronic
services, privacy and security and public access)
1. South Korea 60.3
2. Taiwan 49.8 a a 9 8
3. Singapore 47.5
4. U.S. 47.4
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Where do we Start? Where do we Start?
A t i b d t d t ffi biliti Ascertain budget and staffing capabilities
Determine minimum of three strategic new
media service areas media service areas
Create a strategic virtual marketing plan
Choose three to four areas of online media Choose three to four areas of online media
Develop action list for implementation
Create timeline
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Train Google Analytics
Google Analytics Google Analytics
A l W b it t ffi h Analyzes your Web sites traffic, who your users
are, where they come from and how they interact
with your site with your site.
Free service fromGoogle Free service from Google
Helps to improve ads, site traffic
Highly informative data driven
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Highly informative, data driven
Must Have Google Analytics Must Have Google Analytics
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Questions? Questions?
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