Teacher s notes and key Level: Aims: Topics: B1+ (intermediate and above). building up lexis related to internet marketing discussing the pros and cons of different internet marketing techniques reading for gist about keyword optimisation building consensus on use of keywords for an international car company. internet marketing. Timing: Warm-up mini quiz (3-5 minutes) Task 1 (4-5 minutes) Task 2 (6-8 minutes) Task 3 (12-15 minutes) Task 4 (14-17 minutes) Task 5 (15-20 minutes) Task 6 (10-15 minutes). Total: 65 85 minutes depending on student level. Warm-up: Mini quiz Ask the following questions to the whole class: 1. How many internet users are there in the world? (Almost two billion users) 2. Which two regions in the world have the highest number of internet users? (Asia: an estimated 825 million; Europe: an estimated 475 million) 3. Which are the top three languages used on the internet? (English, Chinese and Spanish) Data from June 2010 on Internet World Stats: http://www.internetworldstats.com/stats.htm Task 1: Opening discussion Get students to discuss the questions in pairs then get students to switch partners to report what they have discussed and to exchange views and experiences. Task 2: Lexis building and collocations The aim of this task is to create collocations of words associated with internet marketing. Give students the Wordle list (below the teacher s notes) and elicit impressions of words in the Wordle list (on the next page), e.g. the words that are the most striking/surprising. www.teachitworld.com 2011 15050 Page 1 of 9
Elicit two or three examples of collocations, e.g. online advertising, advertising banners, target audience, marketing strategy, search engines. There may be a number of unknown words at this stage, such as viral, affiliate, tactics and testimonials. Encourage students to pair words they already know. You can feedback on the unknown words after the pairing part of the task. After feedback, elicit any additional words that students associate with internet marketing. Task 3: Internet marketing techniques Cut out the terms and definitions (below the teacher s notes) and give a jumbled set to each pair. For weaker students, you may need to pre-teach lexis such as coupon, referral, keyword, ad (abbreviation of advertisement/advert). Once feedback has been done, practise pronunciation of the terms. Give a printout of all the terms to each student for reference. Answers: E-mail marketing Search engine optimisation (SEO) Search engine marketing (SEM) Viral marketing Affiliate marketing Online advertising Online PR Social media marketing involves the use of e-mail newsletters, offers and coupons, etc. involves strategically placing and crafting keywords and phrases into a website to increase search engine results. involves advertising in search engines. uses word-of-mouth, video or file sharing and referrals. involves recruiting affiliates to sell products or services for a percentage of the sale. involves the use of text link ads, banner ads, site sponsorships and the like. involves creating and submitting online press releases, blogging and article marketing. is great for communicating with customers and building brand, e.g. blogging, Facebook, Twitter, YouTube, LinkedIn, etc. www.teachitworld.com 2011 15050 Page 2 of 9
Task 4: Internet marketing process 2 Evaluate your website and fix any problems of content and speed. 5 1 6 4 3 Refine keywords throughout your website according to your prospective customers to optimise referrals by search engines. Create an internet marketing plan, which includes a marketing budget, so you know what results you want. Keep your website updated and make sure visitors can access information in just a few clicks. Decide the best and most cost-effective methods for promoting your website and increasing visibility. Learn what influences your target market the most and the behaviour of your visitors to your website, e.g. number of visitors, what keywords they use, which pages attract most interest. Task 5: Reading keyword optimisation Elicit the search engines students use and know of, and elicit the meaning of optimisation. Students should read the article Keyword optimization a promotion guide on http://www.apromotionguide.com/keywords.html. Answers: a. understanding b. origin c. visitors d. do too quickly e. different f. not often g. unkind h. make shorter i. positions. Task 6: Building consensus Introduce the activity by eliciting the words that students would type into a search engine if they wanted to buy a car. Facilitate a pyramid discussion: students try to agree on, say, their top three search terms, first in pairs then in a group of four and then as a whole class. They can only move on to the next level of discussion if they have reached an agreement with their partner/group. www.teachitworld.com 2011 15050 Page 3 of 9
Task 2: Lexis building and collocations http://www.wordle.net 2011 www.teachitworld.com 2011 15050 Page 4 of 9
Task 3: Matching task Internet marketing techniques E-mail marketing Affiliate marketing Search engine optimisation (SEO) Online advertising Viral marketing Search engine marketing (SEM) Online PR Social media marketing involves the use of e-mail newsletters, offers and coupons, etc. involves strategically placing and crafting keywords and phrases into a website to increase search engine results. involves advertising in search engines. uses word-of-mouth, video or file sharing and referrals. involves recruiting affiliates to sell products or services for a percentage of the sale. involves the use of text link ads, banner ads, site sponsorships and the like. involves creating and submitting online press releases, blogging and article marketing. is great for communicating with customers and building brand, e.g. blogging, Facebook, Twitter, YouTube, LinkedIn, etc. www.teachitworld.com 2011 15050 Page 5 of 9
Task 1: Opening discussion With your partner, briefly discuss the following: A. Which websites do you use the most? B. What attracts you to a website and why? Task 2: Lexis building and collocations Your teacher is going to give you a set of words related to internet marketing. A. Work in pairs or groups of three and try to put the words into pairs. B. Write the pairs in the box below. Internet marketing C. Are there any words that you would like to add to this list? Task 3: Internet marketing techniques A. Work in pairs or small groups to match the definitions to the corresponding internet marketing technique. B. Tell each other the techniques you know something about and those you have never heard of. C. Briefly discuss the techniques your company uses and why. www.teachitworld.com 2011 15050 Page 6 of 9
Task 4: Internet marketing process The process for marketing a website or an online company can be divided into six steps. A. Put the steps into the most logical order from 1 to 6. Step Activity Evaluate your website and fix any problems of content and speed. Refine keywords throughout your website according to your prospective customers to optimise referrals by search engines. Create an internet marketing plan, which includes a marketing budget, so you know what results you want. Keep your website updated and make sure visitors can access information in just a few clicks. Decide the best and most cost-effective methods for promoting your website and increasing visibility. Learn what influences your target market the most and the behaviour of your visitors to your website, e.g. number of visitors, what keywords they use, which pages attract most interest. B. Compare your ideas with your partner. Are they the same? C. Discuss the following: 1. What is your company s target market? 2. Does your company have an internet marketing plan? 3. Who is responsible for internet marketing in/for your company? www.teachitworld.com 2011 15050 Page 7 of 9
Task 5: Reading keyword optimisation A. You are going to read an article about keyword optimisation. Scan the text quickly and answer the following questions: 1. Is keyword optimisation a process to be done quickly or carefully? 2. Which would generate higher search engine results, popular single words or combinations of popular words? B. Can you guess the meaning of words and phrases below from the context? Underline the correct definition. 1. figuring out revealing / understanding 2. source origin / end point 3. traffic vehicles / visitors 4. rush do too quickly / do too slowly 5. distinct same / different 6. seldom often / not often 7. harsh unkind / kind 8. narrow make longer / make shorter 9. rankings positions / lines C. Discuss the following questions: 1. What do you think about the advice given in the article? 2. Think about your own company s website. Which keywords and keyphrases do you think are important? www.teachitworld.com 2011 15050 Page 8 of 9
Task 6: Building consensus Imagine you work for the car manufacturing giant Nissan. It wants to improve its keyword optimisation because the results for the keywords city car, 4 x 4, commercial vehicle, sports car and electric car have not been producing high-level rankings by the top search engines. 1. Browse the company s website http://www.nissan.co.uk/ to get an idea of its products and market. 2. Write down five keywords or keyphrases that you feel should be incorporated in Nissan s website to increase its rankings. 3. Discuss and compare your ideas with your partner and produce an agreed list of five keywords or keyphrases. 4. In small groups, compare ideas and reach an agreement as a group on five keywords or keyphrases. 5. Reach a class decision on the best keywords and keyphrases that should be incorporated to increase the number of visitors to Nissan s website. www.teachitworld.com 2011 15050 Page 9 of 9