Web Marketing at Business of Organics

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see http://www.ivanenviroman.com/2006/11/25/speaking-at-the-business-of-organics-conference/

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  • Web Marketing at Business of Organics

    1. 1. Ivan Storck [email_address] Michael Phillips [email_address]
    2. 2. Business of Organics Internet Marketing & eCommerce Strategies
    3. 3. BOO!
    4. 5. <ul><li>We end up putting our </li></ul>faith in technologies rather than relationships – Michael Pollen
    5. 6. Cut off the head of a spider, it dies
    6. 7. Cut off the leg of the starfish, it will grow a new one or even another starfish
    7. 8. The pioneering research of Paul Baran in the 1960s, who envisioned a communications network that would survive a major enemy attacked.
    8. 10. 2006 Text www.opte.org/maps/
    9. 11. Campaign Movement
    10. 12. WAL-MART
    11. 13. Attention Abundance Participation
    12. 14. Long Tail
    13. 15. Too Much Choice Desperate Need for Trust
    14. 17. <ul><li>IE + Google Toolbar </li></ul><ul><li>Firefox + SEO for Firefox extension + Google Toolbar </li></ul>
    15. 19. How to succeed with online community online community <ul><li>Remember, Movement, not Message </li></ul><ul><li>Authenticity = Trust </li></ul><ul><li>Everything is personal </li></ul><ul><li>Tolerance of Ambiguity </li></ul>
    16. 20. Hybrids Rock!
    17. 22. Green PR <ul><li>Natural Newswire </li></ul><ul><li>CSR Newswire </li></ul><ul><li>Green Clips </li></ul><ul><li>prWeb </li></ul>
    18. 23. E-commerce Strategies
    19. 24. “ 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
    20. 25. Technology matters
    21. 26. Research
    22. 27. Plan
    23. 28. Manage
    24. 29. Choose the right vendor
    25. 30. Choose the right technology
    26. 31. Technology matters
    27. 32. User Experience matters more
    28. 33. “ 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
    29. 34. What’s a good User Experience?
    30. 35. Keep it simple
    31. 36. What does your online store say about your brand?
    32. 37. Customer Service
    33. 38. Security
    34. 39. Establish trust
    35. 40. Go where your customers are
    36. 41. “ 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
    37. 42. “ User Generated Content”
    38. 43. Power of the people
    39. 44. Empower your customers
    40. 45. Analytics & Tracking
    41. 46. Adapt & Adopt
    42. 48. Photo Credits <ul><li>http://flickr.com/people/username </li></ul><ul><li>Starfish: stephcosta </li></ul><ul><li>Spider: scragz </li></ul><ul><li>Minnows: jurvetson </li></ul><ul><li>Shark: cubina </li></ul><ul><li>Party Hangover: w00kie </li></ul><ul><li>if it’s not listed here, it means I either took it myself or bought it from iStockPhoto.com </li></ul>Steal this presentation, credit me and/or the others, and share alike
    43. 49. Recommended Reading <ul><li>The Innovators Dilemma - Clayton Christensen </li></ul><ul><li>The Starfish and the Spider - Ori Brafman and Rod A. Beckstrom </li></ul><ul><li>The Long Tail, Chris Anderson </li></ul><ul><li>Pinko marketing Wiki (online) - Tara Hunt </li></ul>
    44. 50. Discussion Questions <ul><li>How can medium to large organizations integrate a hybrid model into thier internet marketing efforts? </li></ul><ul><li>Movement vs. Industry? Or Movement AND Industry? </li></ul><ul><li>Anything else? </li></ul>

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