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A presentation made to the members of the OPEI (Outdoor Power Equipment Association) in Georgia.

A presentation made to the members of the OPEI (Outdoor Power Equipment Association) in Georgia.

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OPEI  Georgia OPEI Georgia Presentation Transcript

  • Digital and New Media Marketing; Innovating with Web 2.0John Stone
  • Today’s Discussion
    New Media Landscape
    Web 2.0 Experience
    Awareness and Visibility
    Social Media and Social Networks
    Communities
  • The New Media Ecosystem
    200M million blogs
    Bloggers are mainstream
    5,000 Social networks
    2 million photos added to Flickr daily
    5 million daily Twitter messages
    Average age of evening news viewer: 60
    YOUR
    BRAND
  • New Marketing & Sales…
    New Marketing & Sales –Inbound:Collaborating online with customers, clients, partners and society to discover, create, deliver, and exchange solutions and while fostering relationships. New focus on the Internet and social media channels
    Traditional Marketing & Sales –Outbound:Creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Traditional channels and media.
  • “The value of a network is proportional to the square of the number of connected users”
    - Robert Metcalf
    The Network Effect
  • 1920s – 1980s
    3 Major Media Channels
    Blog search engine Technorati is currently tracking more than 112 million blogs
  • Web 2.0
    A second generation of web development and web design characterized as facilitating communication, information sharing, interoperability, user-centered design and collaboration. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies.
  • The New Model for Information
    Localized
    Dynamic
    Atomized
    Relevant
    Information in Web 2.0
    Mashable
    Mobile
    Sharable
  • Web 2.0 Concepts
    • Architecture of Participation
    • Social Software
    • Mobile Applications
    • Folksonomy
    • The Long Tail
    • Rich Internet Applications
  • Architecture of Participation
    User Generated Content
    Users are publishers and consumers
    “Crowd Source”
  • Social Software
  • Folksonomy
    Users categorize information in ways that make sense to them
    Freely chosen keywords
    Collaborative tagging
    Pivot-Browsing
    Tag Clouds
  • The Long Tail
    Niche markets
    Shift of power to consumers
    Long tail controls markets
    The web enables you to connect along the long tail
  • A Site In Development
  • A Framework For Strategies
    1
    Awareness
    Brand Predisposition
    Interest
    2
    Openness to Multiple Brands
    Consider
    3
    Evaluate
    “In Store” Decisions
    Commit
    4
    Active and Passive Loyalty
    Customers
    Advocates
    A 3% increase across key stages can deliver 50% more sales
  • Delivering Web 2.0: Maturity Model
  • Google- A Window to Audience Intent
    “Database of Intentions”
    - John Battelle
  • Visibility: Organic vs. Paid Search
    Organic Search is Best
    Free
    More traffic
    Smarter people
    Longer lasting
    Organic Results
    75% Clicks
  • multi-sensor enrollment
    enterprise biometrics
    triad biometrics
    (database of intentions)
    authentication software
    (visitors)
    (keywords & seo)
    website
    <a href=“http://www.x.com>
    digital persona </a>
    multi-sensor enrollment, digital persona
    website
    website
    <a href=“http://www.x.com>
    multi-sensor </a>
    (links)
    website
    (content)
    <a href=“http://www.x.com>
    digital enrollment </a>
    website
    website
    (the web)
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    Inbound Marketing
  • multi-sensor enrollment
    enterprise biometrics
    triad biometrics
    (database of intentions)
    authentication software
    (visitors)
    (keywords & seo)
    website
    <a href=“http://www.x.com>
    digital persona </a>
    multi-sensor enrollment, digital persona
    website
    website
    <a href=“http://www.x.com>
    multi-sensor </a>
    (links)
    website
    (content)
    <a href=“http://www.x.com>
    digital enrollment </a>
    website
    website
    (the web)
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    website
    Inbound Marketing
  • multi-sensor enrollment
    enterprise biometrics
    triad biometrics
    (database of intentions)
    authentication software
    (visitors)
    (keywords & seo)
    website
    <a href=“http://www.x.com>
    digital persona </a>
    multi-sensor enrollment, digital persona
    website
    website
    <a href=“http://www.x.com>
    multi-sensor </a>
    (links)
    website
    (content)
    <a href=“http://www.x.com>
    digital enrollment </a>
    website
    website
    (the web)
    website
    website
    website
    (offer)
    website
    website
    website
    website
    (crm)
    website
    website
    website
    (lead conversion)
    website
    website
    website
    website
    website
    Inbound Marketing
  • multi-sensor enrollment
    enterprise biometrics
    triad biometrics
    (database of intentions)
    authentication software
    (visitors)
    (keywords & seo)
    website
    <a href=“http://www.x.com>
    digital persona </a>
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    multi-sensor enrollment, digital persona
    website
    website
    <a href=“http://www.x.com>
    multi-sensor </a>
    (links)
    website
    (content)
    <a href=“http://www.x.com>
    digital enrollment </a>
    website
    website
    (the web)
    website
    website
    website
    (offer)
    website
    website
    website
    website
    (crm)
    website
    website
    website
    (lead conversion)
    website
    website
    website
    website
    website
    Inbound Marketing
  • Visibility: SEO
    Off Page = 75%
    On Page = 25%
    • Remarkable Content
    • Blogs
    • Tools
    • Videos, photos, etc
    • Social Mediasphere
    • Blogosphere
    • Directories
    • Partners
    • Press Releases
    • Answers, Forums, etc
    • Keywords
    • Search Volume
    • Relevance
    • Competition
    • Page Title, Tags
    • Meta Data
    • XML Site Map
  • Content: What to publish?
    Blog Articles
    Podcasts
    Videos
    Photos
    Presentations
    eBooks / vBooks
    News Releases
  • Usability: Access and Ease of Use
    Mobile, Sharable, RSS
    Good Information Architecture
    User intent-driven Navigation, 1-2 clicks, Breadcrumb
    Tagging and Folksonomy and access to User Generated Content
    Know your audience!
  • Branding and Design: Visual Impact
    Brand Architecture
    Attitude and personality
    Strong visual Design and Layout
    Typography, color and visual media
  • Functionality & Conversion: Web 2.0 Services
    Search & Information Access
    Rich internet applications (Ajax)
    Data Feeds, / Share / Mashups
    Configurators
    Multi-media
    Logical Conversion Points & Landing Pages
    Value Proposition, Opt-in
  • Social Media
    A shift in how people discover, read and share news, information and content. People connect and form relationships for personal, political and business use.
    Highly accessible and scalable publishing.
  • Email & eNewsletters
    Still important: Keep in front of your audience
    Content and Value
    Text vs. HTML
    A-B Testing
    Tracking
    Syndication RSS
    Event promotion
    Opt-in points
  • Articles, Links, Podcasts, Blogs, Photos, Video, etc…
    Subscribe to a feed and automatically receive updates
    Search-based feeds to helps content find you
    Subscriptions are free
    RSS can be used for digital publishing and newsletters
    SUBSCRIBE
    Feed Readers, Aggregators, Flash, Google Desktop, iTunes, etc…
    RSS – Really Simple Syndication
  • Mobile
    Extend Reach
    Location-based services
    Mashups
    Game Marketing
    Customer Service
    News, weather, sports,
    Productivity
    Community & social networking
  • Wikis
    Collaborative Authoring
    “Crowd Source”
    2.1 Million Articles
    User-edited content
    Content changes must by approved
    Articles are cross-indexed
    Searchable Archive
    Customer Support & Self Service
  • Blogs
    A web site of posts published in reverse-chronological order
    Dynamic content
    Transparent
    Customers, Channels, Employees
    Increase awareness
    Influencers across the blogosphere
  • Blogger Impact
    Jeff Jarvis coins phrase “Dell Hell” in his blog
    Comments publicized by New York Times and Business Week
    Dell responds by creating Direct 2 Dell blog
  • Blog Syndication
    Align individual and corporate goals
    Newsletter Syndication
    RSS based
    Compliance workflow is key
  • Facebook
    Presence, Sharing
    New Identities – Social/ Work
    Transparency
    Groups, Fans, Events
    Brand Awareness
    Syndication (e.g. Tweets, Links)
  • Twitter
    Social and Political Revolution
    News, trends
    Listening, Conversations
    Syndication & Retweets
    Sales Conversation
    Customer Service
    Find Experts, Communities
    It’s Another Channel
  • LinkedIn
    Professional Networking
    Content Syndication
    Inbound Links
    Groups and Community
  • YouTube
    Participation, DIY
    Crowd-sourced
    Syndication
    Free
    Community
    Asynchronous
    SEO
  • Social Bookmarking / Open Social
    Web 2.0 services allow users to share links
    Easily integrate with existing Web 2.0 sites
    Free marketing
    Links to RSS Articles drive traffic back
  • Listening
    What is the conversation about your brand
    Where to Listen:
    Relevant Forums
    Technorati
    Google Blog Search
    Twitter
    Google Alerts
    Advanced listening systems and dashboards
    Determine the sentiment
    Participation in the conversations
  • Communities and Forums
    Share media, communicate, innovate
    Foster brand passion, advocacy
    Encourage DIY
    Maintain and view member profiles
    Participant empowerment
    Online focus groups / R&D
  • Community: Dell
  • Podcasts
    Communication with subscribed listeners
    Better reach and online visibility
    Sales & conversion rates
    Ability to offer richer content, greater loyalty
    Differentiate
  • Virtual “Books”
    Training, handbooks, reference guides, product guides, manuals
    Richer content, greater loyalty
    Green Screen Video, testing, live instructor interaction
    Searchable, Indexed using a familiar Book and Bookshelf Metaphor
    Trackable for commerce, credits
  • Events and Webinars
    Registration
    Event Experience
    Webinars
    Twebinars
    Lead Nurture
    Inbound “Permission” Model
    “Tweetups” - Community
  • A Platform Approach
    Audience Intelligence
  • Key Takeaways
    Web 2.0 and New Media – part of your sales and service delivery strategies
    Drive Awareness with blogs and presence tools like Twitter and Facebook
    Listen with tools to find where people are talking about your product and services
    Capture Leads with SEM, SEO and conversion points in a closed-loop model
    Nurture Leads with content marketing, email newsletter, and community
    Educate Audience and touch with tools like Twitter and Facebook, YouTube and/or your own private social network
    Drive R&D – with listening tools and touch tools like Twitter, as well as community platforms
  • Thank You
    John Stone
    M: 617-686-7305
    jcstone@revenuearchitects.com
    Revenue Architects
    Consulting Partner with CrossTech Partners
    Business Communications with www.Nota-Bene.com