Social Media Optimization – What B2B Marketers Need to Know About Web 2.0 Understanding the Marketing Opportunities in Web...
Bernie Borges: Founder, Find and Convert <ul><li>20 + years marketing </li></ul><ul><li>Enterprise software & Internet ind...
<ul><li>What is Web 2.0? </li></ul><ul><li>Web 2.0 Components </li></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Blogs <...
<ul><li>Service companies </li></ul><ul><li>Product companies </li></ul><ul><li>B2B or B2C </li></ul><ul><li>Geographic sa...
<ul><li>http://en.wikipedia.org/wiki/Web_2   </li></ul><ul><li>Web 2.0  refers to a perceived second  generation  of web-b...
What is Web 2.O? “ Web 1.0” “ Web 2.0” Read-Only Web   Read-Write Web
<ul><li>RSS </li></ul><ul><li>Blogs </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Podcasts </li></ul><ul><li...
<ul><li>Technology </li></ul><ul><ul><li>RSS, XML, AJAX </li></ul></ul><ul><li>Bandwidth Proliferation </li></ul><ul><ul><...
<ul><li>Low Cost Implementation </li></ul><ul><ul><li>Release early and often </li></ul></ul><ul><ul><li>Research, find, g...
<ul><li>Subscribed conversations </li></ul><ul><li>Like minded  people </li></ul><ul><li>Public conversations </li></ul><u...
<ul><li>Technical/Product </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Tips/Best Practices </li></ul><ul><li>Opi...
Blog Types
RSS for Marketing
<ul><li>Micro-blogging  is a form of  blogging  that allows users to write brief text updates (usually less than 200  char...
<ul><li>SEO Friendly Content </li></ul><ul><li>SEO Friendly URL (Permalinks) </li></ul><ul><li>Link Centric </li></ul><ul>...
Blog Marketing
Blog Marketing: DIGG it
<ul><li>A  social network service  focuses on the building and verifying of online  social networks  for  communities  of ...
Social Networking Sites - Facebook
Social Networking Sites - Facebook
Social Networking – Facebook Applications http://online.wsj.com/article/SB118886348147516379.html?mod=technology_featured_...
Social Networking Case Study:  Information Builders Inc. http://www.ittoolbox.com
Social Networking Case Study:  Information Builders Inc. <ul><li>Goal – generate leads from target rich social networking ...
Social Networking Case Study: Information Builders
Social Networking Case Study: Information Builders <ul><li>Results  </li></ul><ul><ul><li>Exceeded lead goals by 42% </li>...
<ul><li>A  podcast  is a  digital media  file, or a related collection of such files, which is distributed over the  Inter...
<ul><li>Identify Content </li></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><li>Trends </li></ul></ul><ul><ul><li>White Pap...
Podcasting Basics: B2B
Podcasting: B2B
Podcasting: B2B
<ul><ul><li>A  wiki  is a type of computer software that allows users to easily create, edit and  link  web pages.  </li><...
Wiki: B2B
<ul><ul><li>Software as a service  ( SaaS ) is a software application delivery model where a software vendor develops a we...
Software as a Service (Saas): B2B
Web 2.0 Video: B2B
<ul><ul><li>Which type of Web 2.0 medium have you deployed in a marketing program in the past year? </li></ul></ul>Web 2.0...
<ul><li>Typical Web 2.0 events include: </li></ul><ul><ul><li>RSS feed subscriptions  </li></ul></ul><ul><ul><li>Comments ...
<ul><li>Do “Something” – Blog </li></ul><ul><li>Visit Social Networking Sites </li></ul><ul><ul><li>Horizontal e.g, Facebo...
For more conversation… Bernie Borges [email_address] http://www.findandconvert.com/blog/   727-234-0952 Direct 877-236-988...
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Tampa Bay CEO Breakfast: Web 2.0

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What B2B marketers need to know about Web 2.0. For more visit: http://www.findandconvert.com/blog.

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Tampa Bay CEO Breakfast: Web 2.0

  1. 3. Social Media Optimization – What B2B Marketers Need to Know About Web 2.0 Understanding the Marketing Opportunities in Web 2.0 Bernie Borges – Find and Convert December 4, 2007
  2. 4. Bernie Borges: Founder, Find and Convert <ul><li>20 + years marketing </li></ul><ul><li>Enterprise software & Internet industries </li></ul><ul><li>Past 5 years providing: </li></ul><ul><ul><li>Internet marketing strategic consulting </li></ul></ul><ul><ul><li>Search engine optimization </li></ul></ul><ul><ul><li>Pay-per-Click advertising management </li></ul></ul><ul><ul><li>Visitor conversion strategies </li></ul></ul><ul><ul><li>Web 2.0 strategies </li></ul></ul><ul><ul><li>Podcast services </li></ul></ul><ul><li>Help B2B companies find and convert leads on the web  </li></ul>
  3. 5. <ul><li>What is Web 2.0? </li></ul><ul><li>Web 2.0 Components </li></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social Networking Sites </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>SaaS </li></ul></ul><ul><li>Case Study </li></ul><ul><li>Recommendations </li></ul>Topics
  4. 6. <ul><li>Service companies </li></ul><ul><li>Product companies </li></ul><ul><li>B2B or B2C </li></ul><ul><li>Geographic sales coverage </li></ul><ul><li>Comfort level with Web 2.0 topics </li></ul>Audience Poll Let’s have an “un-presentation”
  5. 7. <ul><li>http://en.wikipedia.org/wiki/Web_2 </li></ul><ul><li>Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites , wikis , and folksonomies — which aim to facilitate creativity , collaboration, and sharing between users. </li></ul><ul><li>&quot;Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform , and an attempt to understand the rules for success on that new platform.&quot; [4] </li></ul><ul><li>Web 2.0 is all about collabaration and conversations with communities of people with something in common who interact with each other. </li></ul>What is Web 2.O?
  6. 8. What is Web 2.O? “ Web 1.0” “ Web 2.0” Read-Only Web Read-Write Web
  7. 9. <ul><li>RSS </li></ul><ul><li>Blogs </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Podcasts </li></ul><ul><li>Wikis </li></ul><ul><li>SaaS </li></ul>Web 2.O Components
  8. 10. <ul><li>Technology </li></ul><ul><ul><li>RSS, XML, AJAX </li></ul></ul><ul><li>Bandwidth Proliferation </li></ul><ul><ul><li>WiFi, High Speed Access </li></ul></ul><ul><li>Social Culture of Communication </li></ul><ul><ul><li>Communities Offer Collective Intelligence </li></ul></ul>Web 2.O Drivers
  9. 11. <ul><li>Low Cost Implementation </li></ul><ul><ul><li>Release early and often </li></ul></ul><ul><ul><li>Research, find, go… </li></ul></ul><ul><li>Loyalty </li></ul><ul><ul><li>Communities, trust, relationships </li></ul></ul><ul><li>Marketing/PR </li></ul><ul><ul><li>Viral affects are huge </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Multiple locations of content </li></ul></ul><ul><ul><li>Link centric </li></ul></ul>Web 2.O Benefits
  10. 12. <ul><li>Subscribed conversations </li></ul><ul><li>Like minded people </li></ul><ul><li>Public conversations </li></ul><ul><li>Honest communication </li></ul><ul><li>Plain English </li></ul><ul><li>Easy to digest </li></ul><ul><li>Link centric </li></ul><ul><li>Tag, comment, modify, submit… </li></ul>Blogs
  11. 13. <ul><li>Technical/Product </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Tips/Best Practices </li></ul><ul><li>Opinion </li></ul><ul><li>Contrarian </li></ul><ul><li>Controversy </li></ul><ul><li>Marketing/PR </li></ul>Blog Types <ul><li>Information </li></ul><ul><li>Relationships </li></ul><ul><li>Knowledge Management </li></ul>
  12. 14. Blog Types
  13. 15. RSS for Marketing
  14. 16. <ul><li>Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters ) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging , instant messaging , email , MP3 or the web . </li></ul><ul><li>The most popular service is called Twitter , which was launched in July 2006 and won the Web Award in the blog category at the 2007 South by Southwest Conference in Austin, Texas . [1] The main competitor to Twitter is Jaiku . </li></ul><ul><li>The popular social networking websites Facebook and MySpace also have a micro-blogging feature, called &quot;status update&quot;. </li></ul><ul><li>Micro-blogging is about “what are you doing right now.” </li></ul>Micro Blogs http://en.wikipedia.org/wiki/Micro-blogging
  15. 17. <ul><li>SEO Friendly Content </li></ul><ul><li>SEO Friendly URL (Permalinks) </li></ul><ul><li>Link Centric </li></ul><ul><li>Blogrolls </li></ul><ul><li>Blog Bookmarks & Search Engines </li></ul><ul><li>Social Sites for Blogs </li></ul>Blog Marketing http://www.findandconvert.com/blog/2007/b2b-podcasting/
  16. 18. Blog Marketing
  17. 19. Blog Marketing: DIGG it
  18. 20. <ul><li>A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software . </li></ul><ul><li>Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat , messaging , email , video , voice chat , file sharing , blogging , discussion groups , and so on. </li></ul>Social Networking Sites http://en.wikipedia.org/wiki/Social_network_service
  19. 21. Social Networking Sites - Facebook
  20. 22. Social Networking Sites - Facebook
  21. 23. Social Networking – Facebook Applications http://online.wsj.com/article/SB118886348147516379.html?mod=technology_featured_stories_hs
  22. 24. Social Networking Case Study: Information Builders Inc. http://www.ittoolbox.com
  23. 25. Social Networking Case Study: Information Builders Inc. <ul><li>Goal – generate leads from target rich social networking site without being intrusive by using leadership white papers </li></ul><ul><li>Tactics </li></ul><ul><ul><li>Study members interest (1 year) </li></ul></ul><ul><ul><li>Identify mix of white paper topics </li></ul></ul><ul><ul><li>Promote white papers through RSS, permission email, network’s white paper resource </li></ul></ul><ul><ul><li>Set up registration with lead qualification fields </li></ul></ul>
  24. 26. Social Networking Case Study: Information Builders
  25. 27. Social Networking Case Study: Information Builders <ul><li>Results </li></ul><ul><ul><li>Exceeded lead goals by 42% </li></ul></ul><ul><ul><li>750% ROI from new sales from leads </li></ul></ul><ul><ul><li>Identified the topics of most interest </li></ul></ul><ul><ul><li>Established thought leadership in community </li></ul></ul><ul><ul><li>Proved merit of slow, patient approach </li></ul></ul><ul><ul><li>Proved value of targeted social networking marketing campaigns </li></ul></ul>
  26. 28. <ul><li>A podcast is a digital media file, or a related collection of such files, which is distributed over the Internet using syndication feeds for playback on portable media players and personal computers . </li></ul><ul><li>Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom . </li></ul>Podcasting: B2B http://en.wikipedia.org/wiki/Podcasting
  27. 29. <ul><li>Identify Content </li></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><li>Trends </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>Reports </li></ul></ul><ul><li>Select Show Format </li></ul><ul><li>Blog Post Show Notes (for SEO) </li></ul><ul><li>Submit to Podcast Directories </li></ul><ul><li>Track Subscriptions & Downloads </li></ul><ul><li>Build Loyalty </li></ul><ul><li>Make an Offer (CTA) </li></ul>Podcasting Strategies: B2B
  28. 30. Podcasting Basics: B2B
  29. 31. Podcasting: B2B
  30. 32. Podcasting: B2B
  31. 33. <ul><ul><li>A wiki is a type of computer software that allows users to easily create, edit and link web pages. </li></ul></ul><ul><ul><li>Wikis are often used to create collaborative websites , power community websites, and are increasingly being installed by businesses to provide affordable and effective Intranets or for use in Knowledge Management . </li></ul></ul><ul><ul><li>One of the best-known wikis is Wikipedia . [2] </li></ul></ul>Wiki: B2B http://en.wikipedia.org/wiki/Wiki
  32. 34. Wiki: B2B
  33. 35. <ul><ul><li>Software as a service ( SaaS ) is a software application delivery model where a software vendor develops a web-native software application and hosts and operates (either independently or through a third-party) the application for use by its customers over the Internet. </li></ul></ul><ul><ul><li>Customers do not pay for owning the software itself but rather for using it. They use it through an API accessible over the Web and often written using Web Services or REST . </li></ul></ul><ul><ul><li>The term SaaS has become the industry preferred term, generally replacing the earlier terms Application Service Provider (ASP) and On-Demand . </li></ul></ul>Software as a Service (SaaS): B2B <ul><ul><li>http:// en.wikipedia.org/wiki/Software_as_a_Service </li></ul></ul>
  34. 36. Software as a Service (Saas): B2B
  35. 37. Web 2.0 Video: B2B
  36. 38. <ul><ul><li>Which type of Web 2.0 medium have you deployed in a marketing program in the past year? </li></ul></ul>Web 2.0: Survey Results The B2BWeb 2.0 Tools Report – August 2007 http://www.directimpactnow.com/leadgentools/web2-tools-directory.html Value Count Percent Blogs 133 70% RSS 108 57% Podcasts 99 52% Videocasts 76 40% Social Networks / Communities 75 40% Wikis 42 22% 189 representatives of companies actively engaged in B2B marketing.
  37. 39. <ul><li>Typical Web 2.0 events include: </li></ul><ul><ul><li>RSS feed subscriptions </li></ul></ul><ul><ul><li>Comments on a blog post </li></ul></ul><ul><ul><li>Updates to a wiki page </li></ul></ul><ul><ul><li>Image, video or audio file uploads of user-generated content </li></ul></ul><ul><ul><li>Clicking buttons to subscribe to an offering or access a printable version of a page </li></ul></ul>Measuring Web 2.0 Actions Your Website Web 2.0 features you can add to your website that reflect a user’s behavior once they begin interacting with those features. Source: MarketingSherpa: Measuring Web 2.0: How to Promote the Features That Get the Best ROI
  38. 40. <ul><li>Do “Something” – Blog </li></ul><ul><li>Visit Social Networking Sites </li></ul><ul><ul><li>Horizontal e.g, Facebook, </li></ul></ul><ul><ul><li>Industry Specific Social Networking Sites </li></ul></ul><ul><li>Join (or Create) Social Networking Groups </li></ul><ul><li>Launch a Blog (with a strategy) </li></ul><ul><li>Establish Corporate Policy </li></ul><ul><li>Podcast! </li></ul><ul><li>Redesign your website in “2.0” </li></ul>Web 2.0 Recommendations Open the door for conversations with customers and prospects!
  39. 41. For more conversation… Bernie Borges [email_address] http://www.findandconvert.com/blog/ 727-234-0952 Direct 877-236-9880 Office 70%
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