Tech Select Web 2 0 Presentation

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 May 16 & 17, 2008

Bernie Borges: Founder, Find and Convert
20 + years marketing
Enterprise software & Internet industries
Past 6 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 & Attributes
RSS
Blogs
Social Networking Sites
Podcasts
Wikis
UGC
SaaS
Case Study
Recommendations & Ideas
Topics Let’s have an “un-presentation”

Company Size
Product Focus
Geographic Sales Coverage
Experience Level with Web 2.0 topics
Audience Poll

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

Web 2.0 Picture Share Publish Network reddit digg StumbleUpon Del.icio.us Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn BOOMj

RSS
Blogs
Social Networking Sites
Podcasts
Wikis
UGC
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

Web 2.0 Lifecycle of Interaction Source: The Value of Many, Neighborhood America

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

RSS http://en.wikipedia.org/wiki/RSS_(file_format)
RSS is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts . [2] An RSS document (which is called a "feed" or "web feed" [3] or "channel") contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with web sites in an automated manner that can be piped into special programs or filtered displays. [3]
RSS content can be read using software called an " RSS reader ", "feed reader " or an " aggregator ", which can be web-based or desktop-based . The user subscribes to a feed by entering the feed's link into the reader or by clicking an RSS icon in a browser that initiates the subscription process. The RSS reader checks the user's subscribed feeds regularly for new content , downloading any updates that it finds and provides a user interface to monitor and read the feeds.
R eally S imple S yndication (RSS 2.0)
RDF Site Summary (RSS 1.0 and RSS 0.90)
Rich Site Summary (RSS 0.91).
RSS formats are specified using XML , a generic specification for the creation of data formats. Although RSS formats have evolved since March 1999, [4] the RSS icon (" ") first gained widespread use in 2005/2006.

RSS Example (iGoogle)

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

Blogs Growth

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

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/2008/do-you-twitter/

(Blog) Content is King http://www.junta42.com/top_42_content_marketing_blogs/

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

Twitter

Will Twitter Explode or Fade? http://www.businessweek.com/technology/content/may2008/tc20080514_269697.htm

Blog Content Marketing

Blog Content Marketing http://blogsearch.google.com/

Blog Content Marketing

Blog Content Marketing: DIGG it

Slide Content Marketing http://www.slideshare.net/bernbay/tampa-bay-ceo-breakfast-web-20

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 Market Share

Social Networking Sites - Facebook

Leverage Groups in 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 http://www.findandconvert.com/blog/2008/sweat-seo-details /

Podcasting: B2B

Podcast Growth Projections

Podcast B2B Marketing

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.

Searching for SEO

B2B Technology Buyers: Who Found Who?

RSS content subscriptions
Actively seek out industry blogs
Create a wiki
Propagate image, video or audio files of user-generated content
Add buttons to subscribe to an offering or access a printable version of a page
Upload slides to www.slideshare.net
Set up Twitter accounts
Podcast on topics in which you are expert
Web 2.0 Actions to Consider Web 2.0 actions you can take. Interact with others and allow interaction with your website. Source: MarketingSherpa: Measuring Web 2.0: How to Promote the Features That Get the Best ROI

Measuring Web 2.0 Actions
Traffic
URL trackbacks from blogs, etc.
Brand Development
Stronger recognition, referrals, etc.
Lead Development
Prospects study blogs, other Web 2.0 properties

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: [email_address] Website: http:// www.findandconvert.com / Blog: http:// www.findandconvert.com /blog/ Twitter: http:// twitter.com/berniebay Office: 727-234-0952 ext. 1001 Cell: 727-421-5460 70%

Tech Select Web 2 0 Presentation

by Bernie Borges on May 17, 2008

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Tech Select Web 2 0 Presentation — Presentation Transcript