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Using the Tools of Web 2.0 for Marketing
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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.

Published in: Business, Education

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  • Transcript

    • 1. Using the tools of Web 2.0
      • BCTIA Go 2 Market Roundtable
      • Boris Mann, CEO, Bryght
      • Andre Charland, President, Nitobi
    • 2. 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
    • 3. 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
    • 4. 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
    • 5. 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
    • 6. 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?
    • 7. 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
    • 8. 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
    • 9. 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