Tampa Bay CEO Breakfast: Web 2.0

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

Bernie Borges: Founder, Find and Convert
20 + years marketing
Enterprise software & Internet industries
Past 5 years providing:
Internet marketing strategic consulting
Search engine optimization
Pay-per-Click advertising management
Visitor conversion strategies
Web 2.0 strategies
Podcast services
Help B2B companies find and convert leads on the web

What is Web 2.0?
Web 2.0 Components
RSS
Blogs
Social Networking Sites
Podcasts
Wikis
SaaS
Case Study
Recommendations
Topics

Service companies
Product companies
B2B or B2C
Geographic sales coverage
Comfort level with Web 2.0 topics
Audience Poll Let’s have an “un-presentation”

http://en.wikipedia.org/wiki/Web_2
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.
"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." [4]
Web 2.0 is all about collabaration and conversations with communities of people with something in common who interact with each other.
What is Web 2.O?

What is Web 2.O? “ Web 1.0” “ Web 2.0” Read-Only Web Read-Write Web

RSS
Blogs
Social Networking Sites
Podcasts
Wikis
SaaS
Web 2.O Components

Technology
RSS, XML, AJAX
Bandwidth Proliferation
WiFi, High Speed Access
Social Culture of Communication
Communities Offer Collective Intelligence
Web 2.O Drivers

Low Cost Implementation
Release early and often
Research, find, go…
Loyalty
Communities, trust, relationships
Marketing/PR
Viral affects are huge
SEO
Multiple locations of content
Link centric
Web 2.O Benefits

Subscribed conversations
Like minded people
Public conversations
Honest communication
Plain English
Easy to digest
Link centric
Tag, comment, modify, submit…
Blogs

Technical/Product
Thought Leadership
Tips/Best Practices
Opinion
Contrarian
Controversy
Marketing/PR
Blog Types
Information
Relationships
Knowledge Management

Blog Types

RSS for Marketing

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 .
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 .
The popular social networking websites Facebook and MySpace also have a micro-blogging feature, called "status update".
Micro-blogging is about “what are you doing right now.”
Micro Blogs http://en.wikipedia.org/wiki/Micro-blogging

SEO Friendly Content
SEO Friendly URL (Permalinks)
Link Centric
Blogrolls
Blog Bookmarks & Search Engines
Social Sites for Blogs
Blog Marketing http://www.findandconvert.com/blog/2007/b2b-podcasting/

Blog Marketing

Blog Marketing: DIGG it

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 .
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.
Social Networking Sites http://en.wikipedia.org/wiki/Social_network_service

Social Networking Sites - Facebook

Social Networking – Facebook Applications http://online.wsj.com/article/SB118886348147516379.html?mod=technology_featured_stories_hs

Social Networking Case Study: Information Builders Inc. http://www.ittoolbox.com

Social Networking Case Study: Information Builders Inc.
Goal – generate leads from target rich social networking site without being intrusive by using leadership white papers
Tactics
Study members interest (1 year)
Identify mix of white paper topics
Promote white papers through RSS, permission email, network’s white paper resource
Set up registration with lead qualification fields

Social Networking Case Study: Information Builders

Social Networking Case Study: Information Builders
Results
Exceeded lead goals by 42%
750% ROI from new sales from leads
Identified the topics of most interest
Established thought leadership in community
Proved merit of slow, patient approach
Proved value of targeted social networking marketing campaigns

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 .
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 .
Podcasting: B2B http://en.wikipedia.org/wiki/Podcasting

Identify Content
Tips
Trends
White Papers
Reports
Select Show Format
Blog Post Show Notes (for SEO)
Submit to Podcast Directories
Track Subscriptions & Downloads
Build Loyalty
Make an Offer (CTA)
Podcasting Strategies: B2B

Podcasting Basics: B2B

Podcasting: B2B

A wiki is a type of computer software that allows users to easily create, edit and link web pages.
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 .
One of the best-known wikis is Wikipedia . [2]
Wiki: B2B http://en.wikipedia.org/wiki/Wiki

Wiki: B2B

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.
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 .
The term SaaS has become the industry preferred term, generally replacing the earlier terms Application Service Provider (ASP) and On-Demand .
Software as a Service (SaaS): B2B
http:// en.wikipedia.org/wiki/Software_as_a_Service

Software as a Service (Saas): B2B

Web 2.0 Video: B2B

Which type of Web 2.0 medium have you deployed in a marketing program in the past year?
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.

Typical Web 2.0 events include:
RSS feed subscriptions
Comments on a blog post
Updates to a wiki page
Image, video or audio file uploads of user-generated content
Clicking buttons to subscribe to an offering or access a printable version of a page
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

Do “Something” – Blog
Visit Social Networking Sites
Horizontal e.g, Facebook,
Industry Specific Social Networking Sites
Join (or Create) Social Networking Groups
Launch a Blog (with a strategy)
Establish Corporate Policy
Podcast!
Redesign your website in “2.0”
Web 2.0 Recommendations Open the door for conversations with customers and prospects!

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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Tampa Bay CEO Breakfast: Web 2.0

by Bernie Borges on Dec 04, 2007

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Tampa Bay CEO Breakfast: Web 2.0 — Presentation Transcript