SEM Campaign

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SEM Campaign Project Management

• Barbara C. CollCEO, WebMama.comFounder, Past
  President Chair, SEMPO, Inc.

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Why can I stand up here and talk about this. I
have lived it!

• Search Engine Marketing Agency
• Founded 1998
• Email address since 1987
• Founder, Past Chairperson, Past President of
  SEMPO

• Project Management of Large SEO Clients
• WebEx
• Hewlett-Packard
• Verisign
• SalesForce
• Intuit
• Shoes.com
• HomeGain

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Who is the Client?

• Multiple people within the organization
• Product Managers
• Online Marketing Managers (Brand Demand Gen)
• Marketing Executives
• Web Managers/Developers
• Set expectations about deliverables and timelines
  And scope of work!

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Who is Involved?
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The Team
Inventory Managers
Marketing Manager
Web Producer
Product Manager
Public Relations
MarCom
Customer Support
Graphic Designers
IT
Sales
Copywriters
Investor Relations
Developers
Legal
Webmaster
Marketing
Demand Generation
Executive Management
Content Managers
International
Programmers
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• Integration with Other Online Marketing
• From the Team and Project ManagementPoint of
  View

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Education

• Come to a common terminology
• Talk about why you do just do organic search
  marketing
• Provide case studies and suggestions as to how
  and why to integrate
• Sources for information
• www.sempo.org, marketingsherpa, iab research
• ClickZ, searchenginewatch (blog especially)
• Attend conferences

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Overlapping Budgets

• Tighten relationship with other agencies
• Talk about who owns what budget

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Measurement

• Talk about measurement
• Offline marketing effects online traffic volume
• Online marketing effects offline sales
• Attempt to merge multiple tracking systems and
  backend CRMs

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Creatives

• Not the same generally speaking
• Text vs Images
• Keywords vs page location
• Pay-per-click vs cost-per-thousand (PPC/CPM)
• Searchers vs Eyeballs
• Shared Branding experience and responsibility for
  trademarks
• Includes reputation monitoring

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• Thank you.
• Barbara Coll
• CEO, WebMama.com Inc.
• bcoll_at_webmama.com