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Web Marketing: up ideas for a
down economy
16 November, 2010
www.concepglobal.com
How will budgets change?
www.concepglobal.com
Effectiveness of tactics
Mike Schultz & John Doerr, 2009
• 60-70% buyers of professional services use:
➔ Referrals
➔ Personal Recognition or awaren...
• 40-50% use:
➔ Articles written by provider
➔ Telephone
➔ Newsletter
➔ Webinar
➔ White Papers
• Social Media / blogs
➔ 24...
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?
Registration has
increased
Video results in
higher site traffic
(27%)
Thought leadership
Hay Group website
Why are you her...
Links to social
media campaigns
Hay Group enewsletter
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
E...
Questions & our contact details
Gail Hageman: ghageman@hunton.com
Stephen DiGennaro: stephen.digennaro@aporter.com
Leigh G...
• Becoming a publisher (from Leigh George, R2integrated)
➔ Added technology to support distribution (tools, calculators, e...
• Adapting the organization (Leigh George, R2integrated)
www.concepglobal.com49
Additional resources
Content Management Co...
• Video
➔ Orrick: http://www.orrick.com/news_events/multimedia.asp#videos
➔ Arnold & Porter:
http://www.arnoldporter.com/m...
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
Up ideas for a down economy
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Transcript of "Up ideas for a down economy"

  1. 1. Web Marketing: up ideas for a down economy 16 November, 2010
  2. 2. www.concepglobal.com How will budgets change?
  3. 3. www.concepglobal.com Effectiveness of tactics
  4. 4. 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.com4
  5. 5. • 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.com5 Mike Schultz & John Doerr, 2009
  6. 6. A walk down memory lane…
  7. 7. A fundamentally different approach…
  8. 8. Game time! Brand or publisher?
  9. 9. Brand or Publisher?
  10. 10. Brand or Publisher?
  11. 11. Brand or Publisher?
  12. 12. Brand or Publisher?
  13. 13. Brand or Publisher?
  14. 14. Brand or Publisher?
  15. 15. Brand or Publisher?
  16. 16. Brand or Publisher?
  17. 17. Brand or Publisher?
  18. 18. Brand or Publisher?
  19. 19. What might be considered some best practices within the professional services industry?
  20. 20. Registration has increased Video results in higher site traffic (27%) Thought leadership Hay Group website Why are you here today?
  21. 21. Links to social media campaigns Hay Group enewsletter
  22. 22. Hay Group Twitter account Regular Tweets!
  23. 23. Hay Group event microsite Integrated with LinkedIn
  24. 24. Short, sharp, link to more
  25. 25. Driving traffic to the web via email marketing
  26. 26. Trendspotting and “up” ideas – is there a magic bullet?
  27. 27. 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?
  28. 28. 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
  29. 29. • 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.com48 Additional resources
  30. 30. • Adapting the organization (Leigh George, R2integrated) www.concepglobal.com49 Additional resources Content Management Content Syndication Community Building Tools Mobile Applications Rich Media Tools Strategy Creative Development Management Content Author Community Manager Technical Support Skill Sets Layer Engagement Layer Platform Layer
  31. 31. • Video ➔ Orrick: http://www.orrick.com/news_events/multimedia.asp#videos ➔ Arnold & Porter: http://www.arnoldporter.com/multimedia.cfm?u=VIDEOCASTEnvironme ntalRemediationCostsandtheGovernmentContractor&action=view&id=2 0&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.com50 Additional resources
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