Loading…

Flash Player 9 (or above) is needed to view presentations.
We have detected that you do not have it on your computer. To install it, go here.

Like this presentation? Why not share!

Up ideas for a down economy

on

  • 1,183 views

How to use digital marketing

How to use digital marketing

Statistics

Views

Total Views
1,183
Views on SlideShare
1,180
Embed Views
3

Actions

Likes
0
Downloads
2
Comments
0

1 Embed 3

http://www.linkedin.com 3

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

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