media management series of lectures of media planning

marketing and media management

1. MGT601 – Media Management Week 11 – SEO, Media Content & Ethics

2. S earch E ngine O ptimization

3. Search Advertising Search advertising, also known as paid search advertising (PSA) , Google advertising, and search engine marketing (SEM) , is a marketing technique that places  online advertisements  in search engine results. Businesses that place ads in the search results pay a fee every time somebody clicks on one of their ads (this is known as " pay-per-click " advertising.

4. What is SEO? SEO = Search Engine Optimization SEO (Search Engine Optimization) aims to draw the greatest amount of traffic possible to a website by bringing it to the top of a search engine's results. SEO is used by businesses and individuals to maximize the visibility of their websites and content in order to boost traffic and therefore business. Companies often hire SEO specialists to implement such strategies with the goal of maximizing organic traffic , which is the traffic that arrives at a website naturally and not as a result of paid search efforts, such as pay-per-click (PPC).

5. PPC vs. “Organic” SEO Pay-Per-Click “Organic” SEO results in 1-2 days easier for a novice or one little knowledge of SEO generally more costly per visitor and per conversion easier to compete in highly competitive market space (but it will cost you) ability to target “local” markets better for short-term and high-margin campaigns results take 2 weeks to 4 months requires ongoing learning and experience to achieve results generally more cost-effective very difficult to compete in highly competitive market space more difficult to target local markets better for long-term and lower margin campaigns

6. How a Search Engine Works crawling, indexing, and ranking are the basic functions. Crawling is the process by which search engines discover updated and new pages to add to their index. This is done using programs called crawlers or spiders. Crawlers start with a list of web page URLs generated from previous crawl processes and augmented by sitemap data provided by webmasters . As they visit these URLs, crawlers identify links on each page and add them to the list of pages to be crawled next. Websites can guide and control crawler access using the robots.txt file.

7. Indexing After a crawler finds a webpage, the search engine renders it and analyzes both the content and the code to determine what that page is about. This process is called indexing. During indexing, search engines process and store information they find in an index, a huge database of all the content they’ve discovered and deem good enough to serve up to users. Key Points: Content Analysis: Search engines look at factors like text, images, and video files when indexing a page. Non-Indexed Pages: Some pages are not indexed because they are blocked via robots.txt, use the noindex tag, or are duplicates of other pages.

8. Ranking Ranking is the process used by search engines to determine where a particular piece of content should appear on a SERP for a specific query. How It Works: When a user performs a search, search engines scour their index for highly relevant content and then order that content in the hope of answering the searcher’s query. This ordering of search results by relevance is known as ranking. Generally, the higher a website is ranked, the more relevant the search engine believes that site is to the query .

9. How Crawling Works Starting Points: Crawlers begin their process from known URLs, which could come from previous crawls, sitemaps provided by webmasters, or backlinks from other websites. Link Following: As crawlers visit these URLs, they identify all the hyperlinks on a page and add them to their list of pages to visit next. This process continues recursively, allowing search engines to discover new content across the web. Content Analysis: During the crawl, the crawlers analyze the content and structure of each page. They look at text, images, video, and any embedded content to understand what the page is about. Robots.txt and Directives: Websites can control crawler access using the robots.txt file, which tells crawlers which directories or pages can or cannot be crawled. Additionally, meta tags such as noindex and nofollow can be used to further instruct crawlers on whether to index a page or follow the links on it.

10. What a Search Engine Sees View > Source (HTML code)

11. Optimising Crawling Optimizing a website for crawling involves ensuring that search engines can easily and efficiently find and scan your content. Here are some key strategies: Robust Internal Linking: A well-structured internal linking architecture ensures that crawlers can discover all relevant pages. It also helps to pass authority between pages and improve navigation for users. Sitemap Submission: Submitting a sitemap to search engines via their respective webmaster tools (like Google Search Console) helps ensure that all important pages are known to the crawlers, especially new or updated content. Optimizing robots.txt: Proper use of robots.txt ensures that crawlers are not wasting time on irrelevant sections of the site, such as duplicate pages, admin areas, or sections under development. Mobile-Friendly Design: Since search engines like Google prioritize mobile-first indexing, ensuring your site is mobile-friendly is crucial. This means that crawlers intended for mobile devices should be able to access and navigate your site as easily as desktop crawlers. Improving Page Load Speed: Faster-loading pages are more crawler-friendly, as search engines can cover more pages in less time. Optimizing images, minifying CSS and JavaScript, and leveraging browser caching are effective ways to improve speed. Using Canonical Tags: To prevent issues with duplicate content, use canonical tags to tell search engines which version of a page is the master or preferred version to be indexed. Avoiding Deep Nesting of Important Content: Ensure that important content is not buried deep within the site structure. A rule of thumb is to keep important pages within three clicks from the homepage. Regularly Updating Content: Fresh content can trigger crawlers to re-visit your site more frequently. Regular updates to your pages signal that your site is active and relevant, which can encourage more frequent crawling.

12. Ranking…

13. What Are Searchers Looking For? People using search engines are actively seeking information relevant to their search query. So if your search ad matches what they’re looking for, there’s a good chance they’ll click Keyword Research “Target the wrong keywords and all your efforts will be in vain.” The “right” keywords are… relevant to your business popular with searchers

14. Keyword Research Tools to check popularity of keyword searches http://WordTracker.com http://KeywordDiscovery.com http://adwords.google.com/KeywordPlanner http://www.google.com/trends/ http://ubersuggest.org/

15. 5 SEO Best Practices to Adopt 1. Choose tactical keywords Keywords are the words that someone would search to find your page. Google then looks for usage of these words on your page (especially its title and headers) to decipher if your page answers the search query 2. Localize your SEO efforts Events are time- and location-based. Unlike other ecommerce sites that are relevant anytime and everywhere, event pages need traffic at certain times — when tickets are on sale. They also need to reach people in the right location. If your event takes place in Sydney, you want it to surface for someone who Googles “events this weekend in Sydney.” To rank for that time and place, be sure to make your event date, and location prominent on your website.

16. 5 SEO Best Practices to Adopt 3. Choose a clear domain name By far the most important  place  for keywords? Your domain name. It should literally be the name of your event, whenever possible. For instance, Wanderlust Yoga & Music Festivals has the domain wanderlust.com. This is the best way to ensure that if someone types in your event name directly, your event site will come up first. 4. Build great content When it comes to your rank on Google, using keywords to show your event is relevant is just half the SEO battle. The other half is to convince Google that your site is more helpful and valuable for searchers than other sites ranking for the same or similar keywords

17. 5 SEO Best Practices to Adopt 5. Forge relationships to attract links One way search engines determine if a site is valuable is if other sites link to it.. Your social media strategy comes into play here, too. Encourage your fans and followers to reshare links to your content, and make it easy for them to do so. Another great way to get these “inbound links” is by listing your event on  discovery sites or local directories,  which typically include a link to your ticketing page

18. Media Content

19. Content for social media campaigns Creating content for social media marketing requires a strategic approach to engage your audience , boost your brand's visibility , and achieve specific marketing goals . Research and Identify : Understand who your audience is, what their interests are, and what problems they face that your product or service can solve. Goal Setting : Define what you want to achieve with your campaign, whether it's increasing brand awareness , generating leads , and conversion , or driving traffic to your website, or boosting sales.

20. Platform-Specific Strategies Facebook Diverse Content Types: Facebook supports a wide range of content, including text, photos, videos, and live videos. Utilize a mix to engage your audience. Community Engagement: Leverage Facebook Groups to build community and enhance engagement through direct interactions. Paid Advertising: Use Facebook's robust advertising tools to target specific demographics, interests, and behaviors. Facebook Stories: Capitalize on this feature for temporary, timely content that appears at the top of followers' feeds. Instagram Visual Focus: Prioritize high-quality, compelling visuals as Instagram is highly visual. Hashtags: Use relevant hashtags extensively to reach new audiences. Instagram Stories and Reels: Take advantage of these features for more casual, behind-the-scenes, or trendy content. Influencer Collaborations: Partner with influencers to expand reach and credibility.

21. Platform-Specific Strategies Twitter (X) Timeliness: Twitter is about immediacy, so content should be timely and relevant to current events. Conciseness: With character limits, messages must be clear and concise. Engagement: Regularly engage with users through retweets, replies, and likes. Hashtags and Trends: Participate in trending topics and use appropriate hashtags to increase visibility. LinkedIn Professional Content: Focus on industry news, professional development, and company updates, as the audience is primarily professionals. Networking: Engage directly with other businesses and professionals through comments and messages. Articles and Long-Form Posts: Use LinkedIn’s publishing platform to post thought leadership content. Employee Advocacy: Encourage employees to share content and updates to amplify reach.

22. Platform-Specific Strategies YouTube Video Quality: Invest in high-quality video production as YouTube users expect polished content. SEO for Videos: Optimize video titles, descriptions, and tags to improve visibility in both YouTube and Google search. Consistent Posting Schedule: Regular uploads can help maintain and grow your audience. Engagement: Encourage comments, and be sure to engage with viewers in the comments section. TikTok Trend Participation: Stay current with and participate in trends and challenges. Creative and Fun Content: Focus on entertaining content that aligns with the playful nature of the platform. Music and Effects: Utilize TikTok’s extensive library of music and visual effects to enhance your videos. Short and Engaging: Keep videos short and engaging to capture attention quickly.

23. Hashtag… Hashtags help extend the visibility of social media posts beyond just your followers to a wider audience interested in that hashtag's topic. When you use a hashtag, your post becomes discoverable to anyone who searches for that hashtag or checks its dedicated feed. How it works: Discovery: Platforms like Instagram, Twitter, and LinkedIn have search functions that allow users to search for specific hashtags. By using popular and relevant hashtags, you make your posts visible in these search results. Trending Opportunities: Participating in trending topics by using trending hashtags can increase visibility dramatically, as these are the subjects currently capturing the broader public’s interest.

24. Hashtag… Best Practices for Using Hashtags Relevance: Always choose hashtags that are relevant to the content you are posting. Irrelevant hashtags can frustrate users and dilute your message. Research: Before using a hashtag, do some research to see what kinds of posts are associated with it. This can help you understand the type of audience you will be reaching. Balance: Mix popular and niche hashtags to reach both broader and more targeted audiences. Too many popular hashtags can make your post lost in the noise, whereas niche hashtags can engage a more focused group. Limitation: Avoid overusing hashtags. Different platforms have unspoken rules or limits — for example, Instagram posts can handle more hashtags, while it’s best to use only one or two in a tweet to keep the message clear.

25. Deploying Gen AI Content Creation Tools: ChatGPT: This AI can generate text-based content, including posts, tweets, captions, and even blog articles. It's useful for creating engaging and relevant text quickly. DALL-E: A tool developed by OpenAI that generates images from textual descriptions. This can be used to create unique visual content for posts and advertisements. Deep Art: Uses AI to transform photos into artworks using the styles of famous artists, which can be used to create visually appealing social media content. Video and Audio Generation: Synthesia : Allows users to create AI-generated videos where an avatar speaks the text input by the user. It's great for creating educational and promotional videos without needing a real presenter. Descript: Offers tools for video editing and podcast production, using AI to edit speech, remove filler words, and even clone voices for overdubs.

26. Deploying Gen AI Content Personalization and Optimization: Hootsuite Insights: Powered by AI, this tool helps understand social media trends and public sentiment, enabling brands to tailor their content accordingly. Cortex: An AI-powered platform that helps companies maximize their social media impact by analyzing past performance and recommending content adjustments. Chatbots and Customer Interaction: ManyChat : Utilizes AI to create chatbots for Facebook Messenger, enabling automated customer service and engagement at scale. MobileMonkey : A platform to build chatbots for social media messaging services, useful for automating interactions and marketing campaigns. Analytics and Engagement Tools: Crimson Hexagon: An AI-powered consumer insights platform for analyzing audiences, tracking brand perception, and monitoring competition using data from social media. Sprout Social: Offers AI-enhanced tools to help brands communicate more effectively with their customers on social media, including through automated engagement features

27. Ethics In Media Management

28. Morals are related to personal character and belief as to what is right and wrong (internal). Ethics are the proper behavior regarding the social system where morals are applied (external). Legal is separate from what is moral or ethical. Legal is external and is defined by local, state, Federal laws or regulations created by the government officials we elect.

29. Media Ethics The rush of events forces the media to make ethical decisions by reflex more than by reflection. There are several mindsets involved in media ethics: Journalism ethics require deliberation, careful distinctions and extended discussion. But the news media emphasize toughness and the ability to make quick decisions in the face of daily crisis.

30. Ethical Problems for Media Sensationalism (Over)dramatizing issues Focusing on most salacious points Commercialism Media as a Business Pressure for profits News space vs. ad space Focus on dramatic Sacrifice news value for ratings Press release journalism Let PR dictate stories

31. Is Smirnoff Ice an Ethical Product?

32. Might be true but is it?

33. Exaggeration Exaggeration: Using false claims in an advertisement Wherever you go our network follows.

34. Unverified claims Unverified claims: It includes advertisements of “energy drinks” which tells us about the number of vitamins and how they help children to grow strong and tall.

35. Women Stereotyping Women Stereotyping: Using women to promote household cleaners

36. Comparative Ad Comparative advertisement: Occurs when a company compares itself to its competitor. Examples: Coke v. Pepsi Colgate v. Pepsodent .

37. Comparative Ads

38. Children Use of children in advertisements: Children watch more advertisements than almost anyone. They can sing jingles, recognize logos, and typically have strong feelings about a product.

39. Fair Advertising What is this ad saying? Messages like these want to convince people that alcohol is magic. These ads tell us that alcohol can make us successful, sophisticated and even sexy. Without it, life is dull, ordinary and boring.

40. I-Pod

41. COMMONWEALTH OF AUSTRALIA Copyright Regulations 1969 WARNING This material has been reproduced and communicated to you by or on behalf of International College of Management, Sydney pursuant to Part VB of the Copyright Act 1968 (the Act). The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act. Do not remove this notice. Thank You Dr Arash Najmaei [email protected]