1. Digital Dialogue 1 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com Tech Talk 1 of 6 in the Digital Dialogue Series Tuesday, August 10, 2010

2. Social Programming Marketing & Measurement Agenda 2 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

3. RSS (Real Simple Syndication) Syndicating website content to another website such as Yahoo or Google reader. Easily stay informed by retrieving the latest content from the sites you are interested in. Save time by not visiting each site individually. 3 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com BLOGS NEWS

4. Social Bookmarking Save and categorize a personal collection of bookmarks and share them with others. Many contain added extra features such as ratings and comments on bookmarks. 4 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

5. Facebook Opengraph Visitors are served content upon arrival based on previously stated preferences on Facebook or participating sites. The visitor could also see a list of Facebook friends who are already registered on the other site, and even what comments they have posted there. Privacy concerns – the feature is enabled for all 400 million users of Facebook by default. 5 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com Now content will be displayed that is similar to what I like, as well as what my friends like.

6. Community Management Moderate and respond to social media (Facebook pages, twitter feeds, blogs, etc) on behalf of a brand. Needed on almost all projects that include social media, but not usually included within agency estimates. 6 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

7. Programming Agenda 7 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

8. 8 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com HTML Simple display, fast loading, no animation Java Fast animation and functions for HTML pages HTML 5 Animation – new, accepted on mobile devices Highest quality visual display and animation Flash Microsoft’s version of Flash, lower adoption rate Silverlight Overview of website programming languages Used for display and functionality. May be used together.

9. 9 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com HTML Simple display, fast loading, no animation Java Fast animation and functions for HTML pages HTML 5 Animation – new, accepted on mobile devices Highest quality visual display and animation Flash Microsoft’s version of Flash, lower adoption rate Silverlight Overview of website programming languages Used for display and functionality. May be used together.

10. 10 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com HTML Flash Flash Video HTML and animation (Flash/Silverlight) All websites must have at least one HTML page for the browser to recognize the site. Flash is layered onto the HTML page, to create a ‘site within a site’.

11. HTML Simple display for websites, images and files. Text or code-based display. Cannot animate graphics without a script for Java, or a plug-in for Flash or Silverlight. Very fast loading, often used for text-heavy websites. 11 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

13. 100% penetration rate

16. Right Click – you’ll see: The browser translates the text into a visual display:

17. Flash (by Adobe) Allows animation on websites. A portion of an html page that requires a plug-in (download) to view. 13 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

19. Great video compression. Flash movies (.flas) are the most common video types on the web

22. Right Click – you’ll see:14 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com Penetration rate:

23. Silverlight (by Microsoft) Allows animation on websites. A portion of an html page that requires a plug-in (download) to view. 15 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

25. Growing adoption rate

27. Consumer adoption significantly behind Flash, though growing

29. Right Click – you’ll see:16 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com Penetration rate:

30. 17 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com HTML Simple display, fast loading, no animation Java Fast animation and functions for HTML pages HTML 5 Animation – new, accepted on mobile devices Highest quality visual display and animation Flash Microsoft’s version of Flash, lower adoption rate Silverlight Summary of website programming languages

31. Marketing & Measurement Agenda 18 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

33. Placement for “natural” search

34. Best results with HTML based websites

35. Marketing using paid placement, contextual advertising, paid inclusion

37. 21 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com WEBSITE Reporting BANNERS SEARCH Analytics Measurement of activity on a digital project.

38. Unique Visits The activity performed by one unique user on a web site. Only counted once, even if the user returns. 22 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

39. Pageviews Recorded when a page is seen by the user. Not applicable in flash websites because there is only one “page.” 23 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

40. Bounce Rate The percentage of visitors that leave after immediately opening the website. Measured differently – depends on where the tag is placed. It’s important to ask how/when the bounce rate is being captured. 24 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

41. Hits An OLD term. It’s a record of each element that is displayed on a page. Not indicative of the amount of traffic. One visitor may visit 20 pages, with 30 items (hits) each. This is 600 hits (20x30) but only one visitor. 25 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com ?

42. Summary 26 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

43. 2010 Digital Dialogue Series Schedule Common technical terms and mediums used in digital advertising by agencies and clients. Tech Talk August Review the first phase of the digital process. Learn to manage inherent risks/issues and questions for clients and agencies. Discovery Phase September Review the second phase of the digital process. Review digital bidding, and cost savings methods, and budgeting best practices. Design Phase & Budgeting Review the third phase of the digital process. Learn the tasks during development and issues that may be mitigated. October Development Phase November Understand the process of launching a project and questions to ask your agencies and clients during this crucial stage. Deploy Phase Learn about mobile technology and development as used in digital advertising, including advancements and industry predictions. Mobile Development December 27 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com

44. 28 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com Questions?

45. Advertising Production Resources 29 ©Copyright 2010, APR Co., All Rights Reserved | www.aprco.com U.S. Headquarters Advertising Production Resources The Cable Building1201 18th Street, Suite 200Denver, Colorado 80202 Phone: 303-759-2509 Fax: 303-759-2549