Digital And New Media Strategy using Web 2.0

Digital and New Media Strategy using Web 2.0 Technologies Mahesh Patwardhan Digital and New Media Consultant

Outline • Digital and New Media Strategy Consulting • Web 2.0 Strategy Planning Framework • Implementing Web 2.0 Strategy • Discussion

Portfolio of Services offered as part of the Digital and New Media Consulting Services DIGITAL AND NEW MEDIA CONSULTING SERVICES

Consulting Service Objectives Implement • To help clients build and deploy internet applications to Internet achieve business objectives • To help clients deploy applications to collaborate efficiently Applications with business partners • Help clients Audit their online presence and provide roadmap Audit online • To help clients audit client sites/applications and provide recommendations for usability and performance improvements presence • To help clients use the internet optimally to achieve business objectives and growth Brand • To help client effectively use the internet to market their brand effectively and help achieve business targets Marketing

Service Positioning Internal Consulting Team Clients Teams Interface between • Existing Clients client and internal • Business teams • New Clients Units • Domestic • Service Delivery to • Overseas • Development client Teams • Development and Deployment by Internal Teams

Service Delivery Approach Audits, Requirements, • Service Delivery by Analysis, Strategy, Consulting Team Planning, Design, Recommendations Development, • Development Team Deployment, Monitoring and Maintenance • Software Partners

Digital and New Media Consulting Services Online Advisory Technology Marketing Services Services Services

Advisory Services Service Description • Gathering of requirements, gap-analysis Requirement Analysis • Strategy Roadmap that includes technologies, and Strategy Planning platforms, channels, resources, budget plan and project roll-out phases Information • Information architecture, functionality Architecture Design specifications and design direction • Audit of UI of websites and online services Usability Audits • Identify and recommend changes to UI to enhance usability • Audit of system performance for user responses Performance Audits • Performance tuning recommendations

Technology Services Service Description Intranets/Knowledge • Identify requirement for company intranets, design, Management Portals develop and deploy Intranet/KM Portal Content Management • Identify requirement for content management solutions, design, develop and deploy Content Solutions Management System Custom Application • Identify requirement for Integration with ERP, CRM, Legacy Applications etc., design, develop and deploy Integration integrated custom solution eCommerce Applications • Identify requirement for ecommerce solutions, design, develop and deploy ecommerce solution • Identify requirement for business intelligence Business Intelligence solutions, design, develop and deploy business intelligence solutions

Online Marketing Services Service Description • SEO • SEM Online Marketing • email Marketing • Online Ads • Google Analytics Web Analytics • Omniture • WebTrends • Social Networking Brand Marketing • Blogs using Web 2.0 • Wikis • Microblogging

A stepped approach to a social media strategy. STRATEGY PLANNING FRAMEWORK

Strategy Planning Framework Technology Strategy Objectives People Profiles

Social Technographics - from Forrester Research Creators Critics Collectors Joiners Spectators

People Profiles • Publish a blog , Publish own Web pages Creators • Upload video, audio/music you created • Write articles or stories and post them • Post ratings/reviews of products/services Critics • Comment on someone else’s blog • Contribute to online forums, edit articles in a wiki • Use RSS feeds Collectors • Add “tags” to Web pages or photos • Vote for web sites online • Maintain profile on a social networking site Joiners • Visit social networking sites • Read blogs Spectators • Watch video from other users , Listen to podcasts • Read online forums, customer ratings/reviews

Objectives • Research Listening • Ongoing monitoring of your customer’s conversations with each other • Marketing Talking • Participating in and stimulating two-way conversations your customers have with each other • Sales Energizing • Making it possible for enthusiastic customers to help sell each other Supporting • Support • Enabling your customers to support each other • Development Embracing • Helping your customers work with each other to come up with ideas to improve your products and services

Strategy Internet Media • Display Ads • Search – SEO and SEM • Email • Affiliate Programs, Sponsorships Social Media Channels • Blogs • Communities • Discussion Forums • Microblogging • Q&A • RSS Readers • Social Networking • Photos, Video Sharing • Voting • Wikis

Technology Social Networks • Facebook, MySpace, Orkut, Hi5 Photo and Video Sharing • YouTube, Flickr, Slideshare Blogs • Blogger, Wordpress, TypePad Microblogging • Twitter Social Bookmarking • Del.icio.us, Stumbleupon RSS Readers • NetVibes, feedburner Voting • Digg Forums • Yahoo Groups, Google Wikis • MediaWiki, pbwiki…

IMPLEMENTING A WEB 2.0 STRATEGY

Listening

Don’t Shout at them…….get the conversations going

Examples of implementing a Web2.0 strategy CASE STUDIES USING WELL KNOWN BRANDS AS EXAMPLES

Help customers support each other • Provide a platform for consumers to support each other • QnA site where consumers pose questions and others answer • Rate answers

Create a Question / Answers section on the site

Create an Idea Exchange

Internal Productivity • Internal company blog for employees • Wiki for collaboration on projects

For employees : Internal Company Blog

For employees: Collaboration tools

Identify Channel • Target Group: – Male, 24-40, Working professionals, businessmen, living in metros • Profile: – Social Networkers – Spectators • Channels: – Video Channel – F1 fan site with messaging • Technology: – YouTube – SN website

Video Sharing Channel

Fan sites

Identify Channel • Target Group: – Female, 26-38, Mothers, Housewives, Working professionals, metros, Tier 1 • Profile: – Social Networkers – Creators – Collectors • Channels: – Community for young mothers • Technology: – Wiki site

Create a community

Open Source Platforms OPEN SOURCE PLATFORMS FOR SOCIAL MEDIA

Some CMS • Alfresco • Liferay • Drupal • Joomla

Some Social Networking Platforms • Facebook • MySpace • Orkut • Ning • LovdByLess • Elgg • GitHub • Squiz

Forums / Reviews • Ostatic for review/ratings • Vanilla for forums

Some CMS • Alfresco • Liferay • Drupal • Joomla

Some Blogging Platforms • Wordpress • Typepad • Blogger • Movable Type • Drupal

Voting • Digg for voting • CrispyNews

Some Wiki Platforms • MediaWiki • Twiki • PmWiki • DokuWiki • MoinMoinWiki

Social Media Metrics SOCIAL MEDIA MEASUREMENTS AND ANALYTICS

Measurements • Volume of User Participation • Unique visitors • Number of participants/members Ratings/Reviews • Time Spent • Online Sentiment (Positive/Negative) • Volume of User Participation • Unique visitors Communities • Number of participants/members • Page Views • Time Spent

Measurements • Volume of User Participation • Unique visitors • Click throughs Videos • Page Views • Volume of forwarded content • Volume of User Participation • Unique visitors Communities • Number of participants/members • Page Views • Time Spent

Measurement • Unique visitors • No of Subscribers • Volume of User Participation (Comments) Blogs • Number of Unique Blogs that link to your Blog • Page Views • Time Spent

Measurement

NielsenMetrics

Thank You!

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Digital And New Media Strategy using Web 2.0

by Mahesh Patwardhan on Nov 23, 2009

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Digital And New Media Strategy using Web 2.0 — Presentation Transcript