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eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction
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eMarketing For Entrepreneurs - The Elusive Web 2.0 : Fact Or Fiction

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Tony Pietrocola from Tenth Floor Internactive in Cleveland Ohio presents "The Elusive Web 2.0 : Fact or Fiction" at the eMarketing For Entrepreneurs Conference at Corporate College East on May 4th, …

Tony Pietrocola from Tenth Floor Internactive in Cleveland Ohio presents "The Elusive Web 2.0 : Fact or Fiction" at the eMarketing For Entrepreneurs Conference at Corporate College East on May 4th, 2007.

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  • 1. The Elusive Web 2.0 Fact or Fiction? Presented by: Tony Pietrocola
  • 2. 1 active marketing interactive Web 2.0 allows you to reach your audience with better measurement , more granular targeting and opportunities for collaboration and viral sharing -- Wall Street Journal
  • 3. Ask yourself…
    • Is my web presence Customer Centric? example
    • Does it Motivate my audience? example
    • Is my site being used to its fullest Collaborative Potential ? example
    • It’s all about one thing: The Customer Experience
    • Remember Ronald Reagan and the Pony!
    2 active marketing interactive
  • 4. What exactly is Web 2.0
    • Web 2.0 is a nebulous catchall to identify the newest generation of Internet
    • collaboration, such as: MySpace, FaceBook, Flickr, Wikipedia and YouTube.
    • An honest conversation driven by mass not the other way.
    • The very notion that Web 2.0 is anything tangible is fiction.
    • It’s about connecting.
    • It’s about collaborative content and redefining customer experience.
    3 “ If it’s cool, it’s probably Web 2.0.” active marketing interactive
  • 5. Web 2.0 is about connecting
    • Allow end users to be part of a like minded community and have a voice.
    • It’s no longer just about You it’s truly about your Customers.
    • C-level decision makers are looking for exchange of ideas and openness.
    • Let the more credible community vouch for your products and services.
    • Direct conversations with consumers
    9 active marketing interactive
  • 6. Web 2.0 benefits businesses
    • There will continue to be major innovations that will forever change the way
    • companies interact with their customers – blogs, RSS, social communities.
    • Brands like General Motors, Ford, Whirlpool and Maytag are increasingly using
    • the Web to present and sell their products, as well as to talk to and listen to their
    • customers i.e. influence buying decisions.
    • With 200 million Americans online, no company can afford to overlook the
    • Internet as a way to connect with its customers. 
    • The key is to find the right mix of interaction that fits your business to inform,
    • brand and market to your customers while providing a social forum.
    • Easier sell – they are learning and being sold by more credible peers not by you.
    4 active marketing interactive
  • 7. Benefits of Web 2.0
    • Inexpensive
    • Mass Appeal
    • Viral networking
    • Easily segment
    • Brand building
    • New channel to influence customers
    • Community of users creates additional value
    • Differentiation means more sales
    13 active marketing interactive
  • 8. What they are saying
    • 60% of mid-size businesses are investing in Web 2.0
    • They are investing in…
      • Collective Intelligence 48%
      • Social Networking 37%
      • RSS 35%
      • Podcasts 35%
      • Blogs 35%
    • While industry investment looks like:
      • Retail 77%
      • Technology 74%
      • Financial 63%
      • Healthcare 53%
      • MFG 48%
    • Why:
      • Better customer experience
      • Collaboration
      • Easy and inexpensive to enter new markets
      • Brand differentiation
    • Source: McKinsey Global Survey 2007
    5 active marketing interactive
  • 9. Why marketers are investing in Web 2.0 E-marketer 2007 Survey 6 active marketing interactive
  • 10. Who has taken the leap
    • Blogs: Sun | GM (The company’s representative should try to make bold opinions i.e. predictions on the company’s industry)
    • Podcasts: Whirlpool (reach out on the treadmill or in the car)
    • MySpace: VW Helga (be bold, stand out)
    • Virtual Community: Second Life | Tenth Floor
    • Business Communities: Jigsaw | LinkedIn | MetaFilter | Askeet | PartnerUp
    • Our concept: sample | sample 2
    • RSS
    7 active marketing interactive
  • 11. RSS works for everyone
    • Online publishing has made it easy to push published content to subscribers
    • Consumer Bottom Line: Subscribing to feeds saves time.
    • Publisher Bottom Line: Instant distribution of subscribable content.
    • Advertiser Bottom Line: Advertising advantages for opt ins and segments
    8 active marketing interactive
  • 12. Breaking the trend
    • Entrepreneurs, CEO’s and marketers are control freaks
    • Great brands have been built on mass media | NOT the case for new brands
    • How can SMB compete and build brands efficiently? Easily
    • Hand your megaphone to your customers so they can evangelize your product
    • Think about how Jet Blue started advertising…
    • Don’t control consumer network, let it go
    • Smartest marketers aim to inspire not control
    10 active marketing interactive
  • 13. Loyalty and Web 2.0
    • Customers who are strongly engaged in the brand community are more likely
    • to remain attached to the group, participate and recommend the brand.
    • Marketers have blogs, forums, chat rooms and online communities to facilitate
    • conversations with their customers. Think Ducati (design and R+D).
    • Consumer-generated marketing means entering into direct conversations
    • with consumers.
    • Offer premium content and rewards to loyal customers.
    10 active marketing interactive
  • 14. Customer centricity via Web 2.0
    • Customer centricity sets the foundation of your online presence and strategically aligns the online customer experience by:
      • Greater control over customer actions
      • Greater connection with customers
      • Greater viral effect
      • Increase in profitability
    • Brand loyalty based on customer centricity is a set of core beliefs which result in:
      • High switching costs
      • Increase in barriers to competitors
      • Increase in relationship lifetime
      • Reduced price comparisons
      • Real measurable results
    11 active marketing interactive
  • 15. How do you harness Web 2.0
    • The do’s…
    • Watch the kids (remember Warren Buffett)
    • Watch the kids in your own company
    • Try it yourself
    • Talk to customers
    • And the don’ts…
    • Assume it’s only for consumers
    • Limit employees online R&D, ok playing!
    • Take it personally, use it as motivation
    12 active marketing interactive
  • 16. Web 2.0 drives a superior online experience
    • From Strategy driven by products to strategy driven by customer
    • From Product matters most to online experience matters most
    • From Product data is the key to customer data is the key
    • From All customers are created equal to high profit and high potential
    • Building brand = High Profits
    14 active marketing interactive
  • 17. MOBILE
    • Mobile devices outnumber desktops by a factor of two on a global scale:
    • By 2010 over 2 billion will browse with cell phones
    • Mobile is a revenue generator
    • Mobile is customer centricity it is everywhere!
    • Forward-looking companies are laying the ground work for mobile publishing:
    • Right-now research
    • Promotion reminders - Product promotion codes driving mobile to web
    • Broadcast advertising - mass response, measurement, follow-up
    • Web / Email - Cross promotion and opt-in list building opportunities
    • Account balances / supply chain alerts
    15 active marketing interactive
  • 18. RECOMMENDATIONS News Announcements Promotions Promotions with images 16 active marketing interactive
  • 19. To summarize 17
    • Be informal
    • Candid dialog with customers
    • Give up control
    • Do something bold yet sensible
    • Become a leader by sharing one’s knowledge about the industry
    • Be different, very different!
    • Any Questions?
    active marketing interactive
  • 20. Thank you for your time. Tony Pietrocola | tonyp@tenthfloor.com | 216.575.1010

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