StepChange Put Your Content Where It Counts August 12 2008 Presenter: Kevin Tate

About StepChange Team of experienced Web Designers and Developers Focused on Social Media and Marketing Founded in 2006 in Portland, Oregon. Distributed Marketing Apps Open Social Apps MySpace Apps Affiliate Programs Microsites Widgets Facebook Apps Optimized Landing Pages Social Marketing Apps Custom Social Networks Strategy Design Development Engagement

Team of experienced Web Designers and Developers

Focused on Social Media and Marketing

Founded in 2006 in Portland, Oregon.

Our Work with Clients & Agencies Distributed Widget Apps Social Networking Apps Social Marketing Campaigns Online Marketing Strategy Some of our clients

Distributed Widget Apps

Social Networking Apps

Social Marketing Campaigns

Online Marketing Strategy

Today’s Topics Social Marketing Campaign Strategy Taking Your Content to Your Customers Beyond Widgets: Distributed Applications

Social Marketing Campaign Strategy

Taking Your Content to Your Customers

Beyond Widgets: Distributed Applications

Social Marketing Campaign Strategy

Social Marketing Campaign Strategy

Social Marketing A useful new tool for driving: Awareness Acquisition Insight If you can: Reach your target audience there Create something compelling Spark a conversation in the market 50% of adults use Social Media 85% of 18-34 yr-olds use social media to communicate 20% of 18-34 write and publish blogs - Universal-McCann Study, August 2008

A useful new tool for driving:

Awareness

Acquisition

Insight

If you can:

Reach your target audience there

Create something compelling

Spark a conversation in the market

50% of adults use Social Media

85% of 18-34 yr-olds use social media to communicate

20% of 18-34 write and publish blogs

- Universal-McCann Study, August 2008

Reaching Your Audience: Forrester’s “Ladder of Participation” Source: “Groundswell” www.forrester.com/groundswell

What Kind of Conversation are you trying to Create? Source: “Groundswell” www.forrester.com/groundswell Goal Community / Campaign Focus Research Listening to what customers have to say Marketing Getting customers talking to one another Sales Energizing customers to buy Support Helping customers support one another Development Embracing customer ideas in design

“ Stitching Together” an effective Social Media Campaign Who do you want to get talking? What do you want them to talk about? How are you going to do it? Where to start the conversation? Recommended Reading: Andy Sernovitz’s www.DamnIWish.com BLOGS EMAIL

Who do you want to get talking?

What do you want them to talk about?

How are you going to do it?

Where to start the conversation?

Some Things to Remember… (Reality Check) Just because it’s on Facebook / in a widget doesn’t automatically make it compelling If someone wouldn’t share/subscribe via email, odds are low they will by using a widget/app Social Media: increases the reach of influencers (everyone) lowers the barriers to broadcast/sharing …but doesn’t lower the bar on what’s “remarkable”

Just because it’s on Facebook / in a widget doesn’t automatically make it compelling

If someone wouldn’t share/subscribe via email, odds are low they will by using a widget/app

Social Media:

increases the reach of influencers (everyone)

lowers the barriers to broadcast/sharing …but doesn’t lower the bar on what’s “remarkable”

Example: Social Marketing Campaign with “Viral Video”s Social Marketing campaign to drive awareness online Viral video centerpiece with a focus on sharing, fans and embedding Included video widget, landing page, Facebook page & YouTube Group First two weeks’ results: Over 150,000 video views >400 installs of the widget Mentions on >50 blogs Coverage on Radio and TV

Social Marketing campaign to drive awareness online

Viral video centerpiece with a focus on sharing, fans and embedding

Included video widget, landing page, Facebook page & YouTube Group

First two weeks’ results:

Over 150,000 video views

>400 installs of the widget

Mentions on >50 blogs

Coverage on Radio and TV

Taking Your Content to Your Customers

Taking Your Content to Your Customers

Packaging Content for Distribution aka “The Turducken” Use feeds & APIs to leverage existing content Let distribution platforms do the sharing work Distribution Platforms Enterprise Content Create interactive widgets and applications Content Creation Custom work from Agencies Microsites Widgets Social Nets Mobile Distributed Content & Applications Allow customer to consume & interact wherever they are

Use feeds & APIs to leverage existing content

Let distribution platforms do the sharing work

Create interactive widgets and applications

Allow customer to consume & interact wherever they are

Sneak Preview of Sidecar : Distributed Content Mgmt Platform Enterprise Content Distributed Content & Applications Distribution Platforms Content Creation Custom work from Agencies Microsites Widgets Social Nets Mobile Provides control and visibility over content elements – no matter where they are. Sidecar “wrapper” can be applied to content in a wide range of formats (HTML, Flash, etc.) Sidecar can “ride along with” content in nearly any distribution platform “ wrap” key content in Sidecar Manage Distributed Content & Applications Content Management (offers, messaging, feeds) Insight and Reporting (engagement, adoption) Targeting and Relevance (testing, segmentation) 1 2 maintain control & visibility keep data in sync with main site 3

Provides control and visibility over content elements – no matter where they are.

Sidecar “wrapper” can be applied to content in a wide range of formats (HTML, Flash, etc.)

Sidecar can “ride along with” content in nearly any distribution platform

Example: DealerBug A Loyalty/Service Widget for Auto Dealers A way to extend the customer relationship “off the lot” – better than email Mix of content, service and marketing (special offers) Turducken in effect Feeds  AJAX  Clearspring  Desktop Sidecar used by dealers to manage individual content

A way to extend the customer relationship “off the lot” – better than email

Mix of content, service and marketing (special offers)

Turducken in effect Feeds  AJAX  Clearspring  Desktop

Sidecar used by dealers to manage individual content

Beyond Widgets: Distributed Applications

Beyond Widgets: Distributed Applications

The Advent of the “Distributed Web” Welcome to the Distributed Web . If Web 2.0 established the infrastructure and culture of the social Web, the next cycle will be all about delivering Web content and applications to the point of consumption. This next phase is not about aggregating content or visitors to a single Web site; it's about disseminating information and applications to the users where ever they may be - another Web site, a mobile device, a consumer electronics gadget. The Distributed Web changes the game for content creators, Web advertisers and marketers, media sites, and consumers. As content and application providers focus on serving consumers where ever they are, they will need new techniques to syndicate content and audit their audience. - Chris Shipley, July 08, Demo.com

Welcome to the Distributed Web .

If Web 2.0 established the infrastructure and culture of the social Web, the next cycle will be all about delivering Web content and applications to the point of consumption. This next phase is not about aggregating content or visitors to a single Web site; it's about disseminating information and applications to the users where ever they may be - another Web site, a mobile device, a consumer electronics gadget.

The Distributed Web changes the game for content creators, Web advertisers and marketers, media sites, and consumers. As content and application providers focus on serving consumers where ever they are, they will need new techniques to syndicate content and audit their audience.

- Chris Shipley, July 08, Demo.com

Distributed Applications: “Hub and Spoke” Model Widgets were the first “training ground” for the Distributed Web Social Networks have been second (lots of lessons learned) Mobile is shaping up to be next, and largest, catalyst Social Networks Mobile Blogs & Community Desktops & Homepages Content Publishing Marketing Campaigns Products Commerce Affiliates Transactions Service Support Add-on Updates Customers Partners Suppliers Primary Web Site “ Home Base” Online All content, products & services available Point-of-origin for data & sync

Widgets were the first “training ground” for the Distributed Web

Social Networks have been second (lots of lessons learned)

Mobile is shaping up to be next, and largest, catalyst

Content

Publishing

Marketing

Campaigns

Products

Commerce

Affiliates

Transactions

Service

Support

Add-on

Updates

Primary Web Site

“ Home Base” Online

All content, products & services available

Point-of-origin for data & sync

Example: ThisNext Social Shopping in Facebook Social Networking Apps to drive engagement by “extending” the main site Creating interactions, games and activities to create momentum in the social context Integrated applications share data and users with the main site, driving new: new customer profiles product recommendations user-generated content

Social Networking Apps to drive engagement by “extending” the main site

Creating interactions, games and activities to create momentum in the social context

Integrated applications share data and users with the main site, driving new:

new customer profiles

product recommendations

user-generated content

For further information… ReadWriteWeb www.readwriteweb.com SexyWidget www.sexywidget.com Damn I Wish I’d Thought of That www.damniwish.com Mashable www.mashable.com Changelog (StepChange Blog) stepchange.typepad.com/blog/ 310 SW 4 th Portland, OR 503.224.3188 [email_address] www.StepChangeGroup.com Contact Us

ReadWriteWeb www.readwriteweb.com

SexyWidget www.sexywidget.com

Damn I Wish I’d Thought of That www.damniwish.com

Mashable www.mashable.com

Changelog (StepChange Blog) stepchange.typepad.com/blog/