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Using the Tools of Web 2.0 for Marketing

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This is part of presentation Boris and I gave about blogs, wikis, tagging and user experience for marketing and creating competitive advantage.

This is part of presentation Boris and I gave about blogs, wikis, tagging and user experience for marketing and creating competitive advantage.

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Using the Tools of Web 2.0 for Marketing Using the Tools of Web 2.0 for Marketing Presentation Transcript

  • Using the tools of Web 2.0
    • BCTIA Go 2 Market Roundtable
    • Boris Mann, CEO, Bryght
    • Andre Charland, President, Nitobi
  • What is Web 2.0?
    • Interactive, dynamic websites that get updated frequently
    • A “human” tone of voice and communication methods
    • User generated content and interaction
    • Flash-bang whizzy browser effects that also happen to make it much easier to build web applications and integrate tools and data across the web
  • Blogs and Wikis
    • Two of the most accessible, useful, and easily implementable tools are blogs and wikis
    • Blog
      • short for “weblog”, this is a regularly updated list of web postings written in a conversational tone – must at least have RSS and permalinks to be considered a “real” blog
    • Wiki
      • a type of website that allows the visitors themselves to easily add, remove and otherwise edit and change content
      • this ease of editing by multiple people makes it good for collaborative editing
  • Podcasts and Videocasts
    • Just like blogging (in that people can subscribe to them and be notified when there is new content)
    • Podcasts are audio only, videocasts include video as well
    • Same rules apply as for blogging: informal, conversational tone
    • A well done audio or video post can often drive huge traffic to your site
      • also: cross post to large sites like YouTube or Google Video to take advantage of viral distribution
  • Interact with customers
    • If you don’t have a place where customers can post feedback...they’ll find somewhere else to post it
    • Customer feedback – good and bad – is valuable, so look for it everywhere
      • use tracking tools like Technorati to look for mentions of your company and product names to search the entire web in realtime
  • Personal Branding
    • Branding your executive team or top employees as thought leaders in your space is one use of blogging
    • Can lead to speaking engagements and other opportunities to highlight the company and its products
    • Did we mention that blog == Better Listings On Google?
  • Internal Usage
    • Not just for public websites
    • Use blogs and wikis as easy ways to have information flow and be kept up to date within the company
      • Price sheet distribution
      • Repository of re-usable templates
      • Product manuals as wikis, support wiki
      • Competitive intelligence
      • RSS feeds and Technorati searches as a clipping service
  • Real Time Search
    • Real-time view of what people are “talking” about online right now
      • Google updates every couple of days, and will show “top” results, not every time someone is talking about you and your products
    • Technorati
    • Ask.com/blogsearch
  • Google Apps for Domains
    • Google is quickly rolling out many tools – Gmail, Google Spreadsheets, Writely
    • Google for your domain allows you to manage access to Google applications through your own domain name