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Up ideas for a down economy

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How to use digital marketing

How to use digital marketing

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    Up ideas for a down economy Up ideas for a down economy Presentation Transcript

    • Web Marketing: up ideas for a down economy
      16 November, 2010
    • How will budgets change?
      www.concepglobal.com
    • Effectiveness of tactics
      www.concepglobal.com
    • Mike Schultz & John Doerr, 2009
      60-70% buyers of professional services use:
      Referrals
      Personal Recognition or awareness
      In-person seminar
      Presentation at a conference
      50-60% use:
      Website
      Articles / News stories
      Exhibit
      Case studies
      www.concepglobal.com
      4
    • 40-50% use:
      Articles written by provider
      Telephone
      Newsletter
      Webinar
      White Papers
      Social Media / blogs
      24% buyers are very/somewhat likely to use to identify / learn more about professional service providers
      www.concepglobal.com
      5
      Mike Schultz & John Doerr, 2009
    • A walk down memory lane…
    • A fundamentally different approach…
    • Game time! Brand or publisher?
    • Brand or Publisher?
    • Brand or Publisher?
    • Brand or Publisher?
    • Brand or Publisher?
    • Brand or Publisher?
    • Brand or Publisher?
    • Brand or Publisher?
    • Brand or Publisher?
    • Brand or Publisher?
    • Brand or Publisher?
    • What might be considered some best practices within the
      professional services industry?
    • Hay Group website
      Thought leadership
      Why are you here today?
      Registration has increased
      Video results in higher site traffic (27%)
    • Hay Group enewsletter
      Links to social media campaigns
    • Hay Group Twitter account
      Regular Tweets!
    • Hay Group event microsite
      Integrated with LinkedIn
    • Short, sharp, link to more
    • Driving traffic to the web
      via email marketing
    • Trendspotting and “up” ideas – is there a magic bullet?
    • Tips and take-aways
      View internet as a buying engine
      Look beyond the CMS - Platform Audit
      Apply content-driven analytics
      Examine org chart and talent requirements
      What vendors, what projects?
    • Questions & our contact details
      Gail Hageman: ghageman@hunton.com
      Stephen DiGennaro: stephen.digennaro@aporter.com
      Leigh George: lgeorge@r2integrated.com
      Nancy Slome: nancy@1to1interactive.com
      Anthony Green: anthony.green@concepglobal.com
    • Becoming a publisher (from Leigh George, R2integrated)
      Added technology to support distribution (tools, calculators, etc.)
      Compelling content your audience finds valuable and wants to share
      Syndicated promotion in industry and business media that are information sources for your audiences
      Shifted internal responsibilities to staff content creation and community management positions (events, social media, etc.)
      www.concepglobal.com
      48
      Additional resources
    • Adapting the organization (Leigh George, R2integrated)
      www.concepglobal.com
      49
      Additional resources
      Content Author
      Community Manager
      Technical Support
      Skill Sets Layer
      Strategy
      Creative
      Development
      Management
      Engagement Layer
      Content Management
      Content Syndication
      Community Building Tools
      Mobile Applications
      Rich MediaTools
      Platform Layer
    • Video
      Orrick: http://www.orrick.com/news_events/multimedia.asp#videos
      Arnold & Porter: http://www.arnoldporter.com/multimedia.cfm?u=VIDEOCASTEnvironmentalRemediationCostsandtheGovernmentContractor&action=view&id=20&t=multimedia
      Reznick Group: http://www.youtube.com/watch?v=Q9L-8G_KAso
      Townsend: http://www.townsend.com/Who/default
      Hay Group: http://www.haygroup.com/ww/media/Details.aspx?ID=27997
      www.concepglobal.com
      50
      Additional resources