Social Media ©2014 Claudia Dieterle 1

Social Media

Claudia Dieterle

The digital communication in the web

Social Media ©2014 Claudia Dieterle 2

Types of websites

● Website (standard, detailed)● Mobile websites, especially for mobile

devices● Microsite (smaller website)● Landing page, a page especially done for

promotion purposes

Social Media ©2014 Claudia Dieterle 3

Structure of a website● Welcome page● About us/about me● Information about products/services, etc.● Updates/news● Picture gallery● Online shop (general conditions, data

protection, about)● Contact/about

Social Media ©2014 Claudia Dieterle 4

Website contact page● Contact form

with a minimum of obligatory fields. Indicate your email also separately,show your address,eventually a captcha(good readability) asa spam protection.

Social Media ©2014 Claudia Dieterle 5

Website tips● Quick loading time (PageSpeed Insights)● Mobile website (responsive webdesign or

a separate website)● View in different browsers● Regular updates● Easy to find contact data● Check links (404 error pages)● Social networking and QR Codes

Social Media ©2014 Claudia Dieterle 6

Website tips● Social networking

Who likes it?● QR Codes

Scan URL, text orvisit card with asmartphone

Social Media ©2014 Claudia Dieterle 7

Website tips bounce rate● Clearly visible telephone number in the

header● Download of a free of charge pdf-file● Download of a free of charge e-book● Offer a free of charge webinar● Free of charge gift for an orderAdvantage: Decrease of the bounce rate.Remarketing possible with email address.

Social Media ©2014 Claudia Dieterle 8

Website tips online shop● Complete product information● Show customer ratings● Make it easy to find information about

pricing, payment conditions, delivery, return delivery, shipping costs

● Easy and quick order processing● Give the possibility to register as a guest

with less information

Social Media ©2014 Claudia Dieterle 9

1. SEO = Search engine optimisation

● Keywords in the domain/subdomain● Keywords in significant page titles● Keywords in the header and the text● Keywords in the file name and alt-tags● Keywords e. g. formatted in bold● Keywords at the beginning or end of the

text

Social Media ©2014 Claudia Dieterle 10

1. SEO = Search engine optimisation

● Keyword (example of Wikipedia)

Social Media ©2014 Claudia Dieterle 11

1. SEO =Search engine optimisation

● Keyword Social Media

Social Media ©2014 Claudia Dieterle 12

2. SEO =Search engine optimisation

Meta data:● Meta title● Meta description● Meta keywords (for Bing, Yahoo, ...)

Social Media ©2014 Claudia Dieterle 13

2. SEO = Suchmaschinenoptimierung

Important: Separate meta data for each page!● Meta description

● Picture in the search result with Google authorship. More information at:https://plus.google.com/authorship?hl=en

Social Media ©2014 Claudia Dieterle 14

3. SEO =Search engine optimisation

● Backlinks, internal links● Easy navigation:

Clear menus and buttons with significant descriptions

● URLs with clear names and favicon● Sitemap

Social Media ©2014 Claudia Dieterle 15

3. SEO =Search engine optimisation

● Internal and external links

● Navigation

horizontal or vertical (left or right)

● URLs with clear name and favicon

Social Media ©2014 Claudia Dieterle 16

3. SEO =Search engine optimisation

● Sitemap

Social Media ©2014 Claudia Dieterle 17

4. SEO =Search engine optimisation

● Significant file names of pictures● Captions for pictures● Alt-tags (alt-attributes)/alternative texts● Title-attribute (mouse-over, more detailed

description of the picture)

Social Media ©2014 Claudia Dieterle 18

4. SEO =Search engine optimisation

● Caption and alternative text

Social Media ©2014 Claudia Dieterle 19

Google AnalyticsInstallation of a tracking code for measuring data of the visitors:● Quantity of visitors.● Country, town, language of the visitors.● Which pages have been visited (duration

of the visit)?● Bounced on which page?● New or returning visitors?

Social Media ©2014 Claudia Dieterle 20

Google AnalyticsMeasuring data of visitors after installationof a tracking code (data protection!):

Social Media ©2014 Claudia Dieterle 21

Social Networks● Facebook and Google+ private profile and

page● Twitter (tweets with a maximum of 140

characters)● YouTube (videos)● Pinterest, flickr, Instagram, Tumblr● Xing or LinkedIn● about.me, SlideShare

Social Media ©2014 Claudia Dieterle 22

Social Networks● Facebook page

Social Media ©2014 Claudia Dieterle 23

Social Networks● Google+ page

Social Media ©2014 Claudia Dieterle 24

Social Networks● Twitter (tweets with a maximum of 140

characters)

Social Media ©2014 Claudia Dieterle 25

Social Networks● YouTube (videos)

Social Media ©2014 Claudia Dieterle 26

Social Networks

YouTube (videos)● A filmlet with persons● A product film with directions for use● A product seen from all angles● Slide Show (pictures and texts)● „Like“ and comments possible

Social Media ©2014 Claudia Dieterle 27

Social Networks● Pinterest

Social Media ©2014 Claudia Dieterle 28

Social Networks● flickr

Social Media ©2014 Claudia Dieterle 29

Social Networks● Xing

Social Media ©2014 Claudia Dieterle 30

Social Networks● LinkedIn

Social Media ©2014 Claudia Dieterle 31

Social Networks● about.me

Social Media ©2014 Claudia Dieterle 32

Social Networks● SlideShare

Social Media ©2014 Claudia Dieterle 33

Local promotionFor companies who sell mainly locally:● Google Places resp. Google+ Local● foursquareOnline classified directories:● http://www.yellow.com● http://www.yellowbook.com● http://www.yellowpages.com

Social Media ©2014 Claudia Dieterle 34

Local promotion● Google Maps, Google+ Local

Social Media ©2014 Claudia Dieterle 35

Local promotion● foursquare

Social Media ©2014 Claudia Dieterle 36

Local promotion● yellowbook

Social Media ©2014 Claudia Dieterle 37

Promotion

Promotion in the web:● Google AdWords● Facebook ads● Twitter ads● Ads on YouTube● Pinterest Product Pins

Social Media ©2014 Claudia Dieterle 38

Blogs, forums, press portals● Blog on the website● Google Blogger● WordPress● Google forum/Google help group● http://www.openpr.com● http://www.prnewswire.com● http://www.world-newspapers.com

Social Media ©2014 Claudia Dieterle 39

Blogs, forums, press portals● Blog on the website

Social Media ©2014 Claudia Dieterle 40

Blogs, forums, press portals● Google Blogger

Social Media ©2014 Claudia Dieterle 41

Blogs, forums, press portals● WordPress

Social Media ©2014 Claudia Dieterle 42

Blogs, forums, press portals● Google forum/Google help group

Social Media ©2014 Claudia Dieterle 43

Blogs, forums, press portals● Press portal openPR

Social Media ©2014 Claudia Dieterle 44

Social Media

How are you found in the web?