NetCentered: The New Marketing Paradigm Presented by Matt Nickols & Mark Burke for Cirrus ABS on March 30th 2010 at the NIIC in Fort Wayne Indiana.

1. NetCentered: The New Marketing Paradigm
// Matt Nickols & Mark Burke
cirrusabs.com
twitter.com/cirrusabs
facebook.com/cirrusabs
youtube.com/user/cirrusabs
linkedin.com/companies/cirrus-abs

2. About Cirrus ABS
• 15 Years Experience in Online Marketing and Website
Development
• Hybrid company that offers the best of marketing and
technology firms
• 30 employees
• Full staff of technical & creative personnel
• Client ranging from Fortune 500 to small local businesses

3. About Cirrus ABS
• 15 Years Experience in Online Marketing and Website
Development
• Hybrid company that offers the best of marketing and
technology firms
• 30 employees
• Full staff of technical & creative personnel
• Client ranging from Fortune 500 to small local businesses

4. About Cirrus ABS
Matthew Nickols, Founder and CEO
• Over 15 years experience in entrepreneurship & online marketing
• Creator of the Cirrus eBusiness Suite platform concept
• Recognized as a member of the inaugural group of Future 40 award
winners recognizing Northeast Indiana’s most accomplished
professionals under the age of 40

5. About Cirrus ABS
Mark Burke, Chief Operating Officer
• 20+ years experience in management and marketing support
technology
• Lead Business Analyst for Cirrus ABS
• Lead infrastructure architect for Columbia House (7 yrs)
• Architect of 3rd largest e-commerce operation in U.S.
• Managed advanced business and marketing systems

6. NetCentered Marketing Overview

7. NetCentered Marketing Overview

8. NetCentered Marketing Overview

9. Why the Web?
It is where the people are.

10. Why the Web?
It is where the people are.

11. Why the Web?

12. Why the Web?
It is where the people are.
PC time now surpasses TV
time with 71% of respondents
using the Internet more than
2 hours per day vs. just 48%
spending equivalent time
watching TV
~ recent IBM study

13. Why the Web?
It is more cost effective.
• Distribution of message
less about money, more about effort
• Updating of message
printing and postage costs eliminated
• Measurement of success
know what works and eliminate waste

14. Why the Web?
It is interactive.
• Human/Social Interaction
More timely & reliable information
• Various Forms of Media
Video, audio, interactive graphics, documents, etc…
• Business Processes Functionality
i.e. online banking, account creation, purchases, etc…

15. Why the Web?
It is measureable.

16. You Need a Plan
"If You Don't Know Where You're Going,
Any Road Will Get You There“
~Lewis Carroll

17. The NetCentered Marketing Plan

18. Profitability / Opportunity Analysis
Identifying the Right Products/Services based on:
• Profitability
• The market opportunity
• Market Size/Demand
• Search Volume
• Competition
• Market Conditions

19. Profitability / Opportunity Analysis
Action Items:
• Rate your products / services by profitability
• Rate your products / services by opportunity
• Pick the top 4 to 6 with the best combination and write
them down

20. Target Demographic

21. Target Demographic

22. Target Demographic
Take a close look at those 4 to 6 products / Services
• Find out as much as you can about the people that need
these 4 to 6
• Create segments for your selected products / service

23. Target Demographic
Action Items:
• Write down at least one segment for each of your
selected 4 to 6.

24. Message

25. Message
• Develop your value proposition to each segment

26. Message
Action Items:
• Write down your value proposition for each segment

27. Medium

28. Medium
• How are you going to get the pitch to the people?
• What are these people looking for?
• What are they interested in?
• What do they read, watch, or listen to?
• Can they be approached by a sales person?
• Can they be mailed, emailed, called?
• Do they meet online or offline in any form?

29. Medium
Action Items:
• Pick the best mediums to deliver your message for each
segment (write down)
• Online – SEO, SEM, Email Campaigns, etc…
• Offline – Direct Mail, Sales Person, Magazine, Newspaper, Radio,
Telesales, Tradeshows, Events, etc…

30. Sales Path

31. Sales Path
• How do you sell this stuff?
• What does the customer need to see to be convinced?
• What are the steps in the sales process?

32. Sales Path
Action Items:
• For each segment write down each unique piece of
information a customer needs to see to make a decision and
take action.

33. Content Paths

34. Content Paths
• The sales path online
• Each unique piece of information needs its own content area

35. Content Paths
Action Items:
• Online
• Make sure your website has a page on each unique piece of
information identified in the sales path for each segment.
• Make sure that someone from that segment can clearly navigate to
the content they need.
• Offline
• Make sure that there are supporting landing pages for offline
marketing efforts to be driven to.

36. Action

37. Action
• Ok what do you want them to do after they get the message
and get all the information they need?

38. Action
Action Items:
• For each segment “write down what you want them to do”.
• Make sure you have a call to action in each content area that
is part of a sales path.
• Buy online, come to your store, call you, meet you, etc…

39. Analytics

40. Analytics
• Constantly try to improve everything you do.
• Measure activity in online and offline content areas

41. Analytics
Action Items:
• Install Google Analytics.
• Setup Goals to track your online and offline marketing
efforts.
• Review your results monthly and change your strategy
based on those results.

42. Analytics

43. NetCentered Strategy
Social /
Outreach/ Traffic
Search Word of Traditional
Business
Engines Mouth/Viral Marketing
Networks
Drivers News/Blogs Email
NetCentered Strategy
Web Content RSS
Brand Image / Graphics
Public Website
Brand Message / Content
Apps and CMS
Web Application Framework
Management
Strategy
Site Content
Lead Request
Management Analytic Tools
Management Processing
Tools

44. Outreach/Traffic Drivers
Social /
Search Word of Traditional
Business
Engines Mouth/Viral Marketing
Networks
Outreach/ Traffic Drivers
News/Blogs Email
Web Content RSS
• Google, Yahoo, MSN – over 95% of searches
• Represents people looking for what you do
• Organic Search Results
• Most trusted listings (70%-80% of clicks)
• Lowest cost and highest return
• Search Engine Marketing- Pay Per Click

45. Outreach/Traffic Drivers
Social /
Word of Traditional
Search Engines Business
Mouth/Viral Marketing
Networks
Outreach/ Traffic Drivers
News/Blogs Email
Web Content RSS
• Online content outside your website
• News sites and industry publications
• Blogs and directories
• Product and service reviews
• Online communities & forums

46. Outreach/Traffic Drivers
Social /
Word of Traditional
Search Engines Business
Mouth/Viral Marketing
Networks
Outreach/ Traffic Drivers
News/Blogs Email
Web Content RSS
• Web enables fast spreading of the word
• Create compelling content, offers, and
functionality worthy of spreading
• Support viral marketing through website
• Email a friend
• Integration with “Buzz” services (Digg, Buzz, etc…)

47. Outreach/Traffic Drivers
Social /
Word of Traditional
Search Engines Business
Mouth/Viral Marketing
Networks
Outreach/ Traffic Drivers
News/Blogs Email
Web Content RSS
• Radio, TV, Print, Direct Mail, Yellow Pages,
Newspaper, Outdoor, etc…
• Shorten message & send to website
• Integrate performance tracking metrics
• Unique website tracking URLs
• Tracking phone numbers

48. Outreach/Traffic Drivers
Social /
Word of Traditional
Search Engines Business
Mouth/Viral Marketing
Networks
Outreach/ Traffic Drivers
News/Blogs Email
Web Content RSS
• Push Marketing
• Get your message in front of clients/prospects quickly
& cost effectively
• Create segmented lists with personalized messages
and content
• Track delivery, open, and click thru
• Cross sell, up sell, & top of mind awareness

49. Outreach/Traffic Drivers
Social /
Word of Traditional
Search Engines Business
Mouth/Viral Marketing
Networks
Outreach/ Traffic Drivers
News/Blogs Email
Web Content RSS
• Access large networks of people based on
geography, industry, & interests
• YouTube, Flickr, Facebook, Twitter, Friend Feed,
LinkedIn
• Position your business and key people as experts
in your field

50. Where’s the intent?
• tv
• dm (direct mail)
• radio
• newspaper
• print (brochures/ads)
• email marketing
• social
• SEO
• search marketing
• tradeshows
• sponsorships (nascar etc.)
• yellow pages (not shown)

51. Public Website
Brand Image / Graphics
Brand Message / Content
Public Website
Apps and CMS
Web Application Framework
• Website design, flash, content layout
• Establishes your image online
• Builds credibility and professionalism
• First impression critical to conversion

52. Public Website
Brand Image / Graphics
Brand Message / Content
Public Website
Apps and CMS
Web Application Framework
• Tell your story in powerful way
• Visible copy critical to search engine visibility
strategy
• Use of various formats: HTML, photos,
documents, video and more

53. Public Website
Brand Image / Graphics
Brand Message / Content
Apps and CMS
Public Website
Web Application Framework
• Tools to manage website content built for ease
of use and efficiency
• Search Engine Optimization tools
• Powerful business applications for online
functionality

54. Public Website
Brand Image / Graphics
Brand Message / Content
Public Website
Apps and CMS
Web Application Framework
• Software that powers the website
• Built in security, user management, analytics,
personalization, and SEO
• Modular architecture for flexibility, growth,
integration, and upgradeability

55. Strategy Management
Strategy Management
Site Content
Lead Request
Management Analytic Tools
Management Processing
Tools

56. Strategy Management
Strategy Management
Site Content
Analytic Lead Request
Management
Tools Management Processing
Tools

57. Strategy Management
Strategy Management
Site Content
Lead Request
Management Analytic Tools
Management Processing
Tools

58. Strategy Management
Contact Us
Strategy Management
Name*
Email *
Phone *
Comments *
Send Reset
Site Content
Lead Request
Management Analytic Tools
Tools
Management Processing

59. NetCentered Strategy
Social /
Outreach/ Traffic
Search Word of Traditional
Business
Engines Mouth/Viral Marketing
Networks
Drivers News/Blogs Email
NetCentered Strategy
Web Content RSS
Brand Image / Graphics
Public Website
Brand Message / Content
Apps and CMS
Web Application Framework
Management
Strategy
Site Content
Lead Request
Management Analytic Tools
Management Processing
Tools

60. Questions?

61. NetCenter: The New Marketing Paradigm
// Matt Nickols & Mark Burke
cirrusabs.com
twitter.com/cirrusabs
facebook.com/cirrusabs
youtube.com/user/cirrusabs
linkedin.com/companies/cirrus-abs