Business to Buttons
June 12th, 2008
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Presentation
Björn Jeffery
CEO & Internet strategist at Good Old
Our offer: strategy and development
within digital media
Clients include: Sydsvenskan,
Veckorevyn.com, Broström
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Agenda
Introduction /
Incentives for interaction /
Your web presence /
Conclusion /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

“External collaboration plays a
key role in nearly 50 percent of
P&G's products. We've
collaborated with outside
partners for generations but the
importance of these alliances
has never been greater”
A. G Lafley, Chairman of the Board and
Chief Executive Officer, Proctor & Gamble
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Introduction
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Your internet
strategy should
support your
business
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Web 2.0 - still?
Yes, it’s still about interaction /
On your sites, and on other
sites /
Today I’ll give a few tools to
use when getting it right /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Complete strategy
Your sites /
External sites /
Social media /
Advertising /
SEO/SEM /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Blue ocean
Who are your customers? /
Are there other target groups
that you want to reach? /
Where can you add value to
your customers? /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Defining your success
Loads of traffic is not
loads of success
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Parameters to use
Blog posts /
Comments /
Response time /
Incoming links /
SEO-ranking /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Policies
Transparency /
Control /
Information on/from other
sites /
Level of engagement /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Resources
What’s our budget? /
How many hours a week can
we use? /
How would our ideas change
if we had more? /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Case: Fokus
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Incentives for
interaction
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Start trading
Incentives for interaction can
be seen as internet currency /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

1. Interest
contact: bjorn.jeffery@goodold.se, 070-5661946

2. Useful
contact: bjorn.jeffery@goodold.se, 070-5661946

3. Fun
contact: bjorn.jeffery@goodold.se, 070-5661946

4. Traffic
contact: bjorn.jeffery@goodold.se, 070-5661946

5. Improved experience
contact: bjorn.jeffery@goodold.se, 070-5661946

6. Identity
contact: bjorn.jeffery@goodold.se, 070-5661946

7. Values
contact: bjorn.jeffery@goodold.se, 070-5661946

8. Exposure
contact: bjorn.jeffery@goodold.se, 070-5661946

9. Brand loyalty
contact: bjorn.jeffery@goodold.se, 070-5661946

10. Money
contact: bjorn.jeffery@goodold.se, 070-5661946

Your presence
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Conversion rate
What currency can you offer
that costs the least, and gives
the most? /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Learn!
Make your visitors leave a trail
while they surf your site /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Case: Manolo.se
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Let go!
Let (some of) your data free /
You don’t know where it might
end up /
And that’s a good thing! /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Case: Fores.se
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Listen!
Your site is an ear, not a
megaphone /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Case: Flickr.com
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

“TripAdvisor is the life blood of
agrotourism industry. A couple of
bad reviews there you may as well
close up shop.
That’s what took down the Stalk Inn.
One of the cutest little asparagus
farms you’ll ever see.\"
Dwight Schrute, The Office
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Tripadvisor.com
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Reality check
There may be hundreds of
sites more important to your
business than yours /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Adding value
Find the discussions /
Find where you can add value
- if you can’t, don’t do it. /
Find the right tone of voice /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Conclusion
Set your own goals /
Find your internet currencies /
Internet strategy goes beyond
your own site /
contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Do you want this
presentation? Get in touch:
bjorn.jeffery@goodold.se &
mobile: +46(0)70-5661946
The end contact:
bjorn.jeffery@goodold.se
+46 (0)70-5661946