Ivan Storck [email_address] Michael Phillips [email_address]

Business of Organics Internet Marketing & eCommerce Strategies

BOO!

We end up putting our faith in technologies rather than relationships – Michael Pollen

We end up putting our

Cut off the head of a spider, it dies

Cut off the leg of the starfish, it will grow a new one or even another starfish

The pioneering research of Paul Baran in the 1960s, who envisioned a communications network that would survive a major enemy attacked.

2006 Text www.opte.org/maps/

Campaign Movement

WAL-MART

Attention Abundance Participation

Long Tail

Too Much Choice Desperate Need for Trust

IE + Google Toolbar Firefox + SEO for Firefox extension + Google Toolbar

IE + Google Toolbar

Firefox + SEO for Firefox extension + Google Toolbar

How to succeed with online community online community Remember, Movement, not Message Authenticity = Trust Everything is personal Tolerance of Ambiguity

Remember, Movement, not Message

Authenticity = Trust

Everything is personal

Tolerance of Ambiguity

Hybrids Rock!

Green PR Natural Newswire CSR Newswire Green Clips prWeb

Natural Newswire

CSR Newswire

Green Clips

prWeb

E-commerce Strategies

“ Online holiday shoppers spent a total of $30.1 billion during the 2005 holiday season, up 30% from 2004.” - Goldman Sachs, Nielsen//NetRatings and Harris Interactive eSpending Report

Technology matters

Research

Plan

Manage

Choose the right vendor

Choose the right technology

Technology matters

User Experience matters more

“ User experience is not about how a product works on the inside (although that sometimes has a lot of influence). User experience is about how it works on the outside, where a person comes into contact with it and has to work with it.” - Jesse James Garrett, Adaptive Path

What’s a good User Experience?

Keep it simple

What does your online store say about your brand?

Customer Service

Security

Establish trust

Go where your customers are

“ As of August 2006, we are getting 1,700,000 page views per month, making us the most frequented green lifestyle site on the net.” - Treehugger.com

“ User Generated Content”

Power of the people

Empower your customers

Analytics & Tracking

Adapt & Adopt

Photo Credits http://flickr.com/people/username Starfish: stephcosta Spider: scragz Minnows: jurvetson Shark: cubina Party Hangover: w00kie if it’s not listed here, it means I either took it myself or bought it from iStockPhoto.com Steal this presentation, credit me and/or the others, and share alike

http://flickr.com/people/username

Starfish: stephcosta

Spider: scragz

Minnows: jurvetson

Shark: cubina

Party Hangover: w00kie

if it’s not listed here, it means I either took it myself or bought it from iStockPhoto.com

Recommended Reading The Innovators Dilemma - Clayton Christensen The Starfish and the Spider - Ori Brafman and Rod A. Beckstrom The Long Tail, Chris Anderson Pinko marketing Wiki (online) - Tara Hunt

The Innovators Dilemma - Clayton Christensen

The Starfish and the Spider - Ori Brafman and Rod A. Beckstrom

The Long Tail, Chris Anderson

Pinko marketing Wiki (online) - Tara Hunt

Discussion Questions How can medium to large organizations integrate a hybrid model into thier internet marketing efforts? Movement vs. Industry? Or Movement AND Industry? Anything else?

How can medium to large organizations integrate a hybrid model into thier internet marketing efforts?

Movement vs. Industry? Or Movement AND Industry?

Anything else?