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 October 23, 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

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 UGC Blogs Social Networking Sites Podcasts Wikis SaaS Case Study Recommendations & Ideas Topics

What is Web 2.0?

Web 2.0 Components & Attributes

RSS

UGC

Blogs

Social Networking Sites

Podcasts

Wikis

SaaS

Case Study

Recommendations & Ideas

Company Size Product Focus Geographic Sales Coverage Experience Level with Web 2.0 topics Audience Poll Have you recently responded to intrusive marketing? e.g., cold call, direct mail, etc.

Company Size

Product Focus

Geographic Sales Coverage

Experience Level with Web 2.0 topics

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?

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? “ 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

Marketing 2.0

Marketing 2.0

RSS Blogs Social Networking Sites Podcasts Video Wikis UGC SaaS Web 2.O / Social Media Components

RSS

Blogs

Social Networking Sites

Podcasts

Video

Wikis

UGC

SaaS

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

Technology

RSS, XML, AJAX

Bandwidth Proliferation

WiFi, High Speed Access

Social Culture of Communication

Communities Offer Collective Intelligence

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 /Social Media Benefits

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

Staff Allocation Revise job descriptions Research Find your communities Start by Listening See what you learn… Be Patient Yes, it takes time to see results Measure Traffic, buzz, brand, sales cycles, referrals, etc. Web 2.O /Social Media Implications

Staff Allocation

Revise job descriptions

Research

Find your communities

Start by Listening

See what you learn…

Be Patient

Yes, it takes time to see results

Measure

Traffic, buzz, brand, sales cycles, referrals, etc.

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 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)

Marketing 2.0

Marketing 2.0

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

Subscribed conversations

Like minded people

Public conversations

Honest communication

Plain English

Easy to digest

Link centric

Tag, comment, modify, submit…

Blogs Growth

Technical/Product Thought Leadership Tips/Best Practices Opinion Contrarian Controversy Marketing/PR Entertainment Blog Strategies Personality Commitment Consistency

Technical/Product

Thought Leadership

Tips/Best Practices

Opinion

Contrarian

Controversy

Marketing/PR

Entertainment

Personality

Commitment

Consistency

Blog Content Marketing

Blog Marketing Benefits SEO Friendly Content & URLs Link Centric Authentic Conversations Builds Community Builds Credibility Has Reach Social Viral

SEO Friendly Content & URLs

Link Centric

Authentic Conversations

Builds Community

Builds Credibility

Has Reach

Social

Viral

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

Blog Content Marketing

Blog Content Marketing

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

Blog Content Marketing: DIGG it

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

Marketing 2.0

Marketing 2.0

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

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.”

Twitter

Twitter http://search.twitter.com

Will Twitter Explode or Fade? http://images.businessweek.com/ss/08/05/0515_twitter/index_01.htm

Twitter in the Enterprise

Twitter in the Enterprise http://www.yammer.com/

Twitter in the Enterprise

Twitter in the Enterprise

Twitter in the Enterprise

Twitter Applications

Marketing 2.0

Marketing 2.0

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

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 Market Share

Social Networking Sites - Facebook

Using Facebook for Business

Groups in Facebook

Groups in Facebook

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

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

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

Marketing 2.0

Marketing 2.0

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

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 .

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

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 Basics: B2B http://www.findandconvert.com/blog/2008/sweat-seo-details /

Podcasting: B2B

Podcasting: B2B

Podcast Growth Projections

Podcast B2B Marketing

Marketing 2.0

Marketing 2.0

Social Media Marketing Through Video

Leveraging Channels in YouTube

The Power of Viral Video

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

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

Marketing 2.0

Marketing 2.0

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 ) 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 .

http:// en.wikipedia.org/wiki/Software_as_a_Service

Software as a Service (SaaS): 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.

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

Searching for SEO

B2B Technology Buyers: Who Found Who?

Marketing 2.0

Marketing 2.0

Traffic URL trackbacks from blogs, etc. Brand Development Stronger recognition Referrals Shorter sell cycles Lead Development Prospects study blogs, other Web 2.0 properties Measuring Web 2.0/Social Media Results

Traffic

URL trackbacks from blogs, etc.

Brand Development

Stronger recognition

Referrals

Shorter sell cycles

Lead Development

Prospects study blogs, other Web 2.0 properties

Measuring Web 2.0/Social Media Results Social Media Monitoring Services Blogpulse Buzzmetrics Google Analytics Google Webmaster Tools Google Alerts Gooble Blogsearch Radian6 Technorati Trendpedia Trendrr

Web 2.0 Actions to Consider Web 2.0 actions you can take. Interact with others and allow interaction with your website. Subscribe to RSS-enabled content RSS-enable your content Propagate content: image, video or audio files Upload slides to www.slideshare.net Set up Twitter accounts Podcast on topics in which you are expert Set up S.N. profiles/groups Create a wiki Open the door for conversations with customers and prospects!

Subscribe to RSS-enabled content

RSS-enable your content

Propagate content: image, video or audio files

Upload slides to www.slideshare.net

Set up Twitter accounts

Podcast on topics in which you are expert

Set up S.N. profiles/groups

Create a wiki

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%