Michael Laport Director of Marketing PEAK Internet Peakinternet.com Marketing in web 2.0

Quick summary Marketing

New Technologies New methods in… Communication, Contact, and Segmentation

Web 2.0 Marketing is conversational

The web 2.0 is not just a new medium, it is an active one.

What does it mean? Next evolution of the web Web as a platform Online Applications New computer languages Ajax, Ruby on Rails, XML, JavaScript Interactive communities Participatory web Network effects from user contributions Embracing the power of the web to harness collective intelligence Two-way dialogue on the net Reviewing Controlling Collaborating Communicating

Next evolution of the web

Web as a platform

Online Applications

New computer languages

Ajax, Ruby on Rails, XML, JavaScript

Interactive communities

Participatory web

Network effects from user contributions

Embracing the power of the web

to harness collective intelligence

Two-way dialogue on the net

Reviewing

Controlling

Collaborating

Communicating

How different than the old web? Web 2.0 the Web was actually the platform that allowed people to get things done. Internet based services such as social networking, communication tools. Sites that generally encourage collaboration and information sharing among users. Web 1.0 HTML Web pages you read like a book. Static web pages, use of search engines, and surfing. Web applications, information served to users, user interaction with online information

Web 2.0

the Web was actually the platform that allowed people to get things done.

Internet based services such as social networking, communication tools. Sites that generally encourage collaboration and information sharing among users.

Web 1.0

HTML Web pages you read like a book. Static web pages, use of search engines, and surfing.

Web applications, information served to users, user interaction with online information

Netscape vs. Google Hotmail vs. Gmail Ofoto vs. Flickr Personal web sites vs. Blogs Mapqwest vs. Google Maps Web 1.0 vs. Web 2.0

Netscape vs. Google

Hotmail vs. Gmail

Ofoto vs. Flickr

Personal web sites vs. Blogs

Mapqwest vs. Google Maps

Web 1.0 was Commerce Web 2.0 is People - Ross Mayfield

Web 1.0 was Commerce

Web 2.0 is People

- Ross Mayfield

Why web 2.0 1996 - 250,000 websites 45 million users 2006 – 80 million sites 1 billion users

1996 - 250,000 websites

45 million users

2006 – 80 million sites

1 billion users

Interactivity & Contribution Encourages interconnectedness among users, forms a community.

Encourages interconnectedness among users, forms a community.

Anyone can use it, little or no programming experience needed. Ease of use

Enterprise-grade tools at Small Business prices.

Signs that web 2.0 is here

Some benefits of implementing web 2.0 technologies Recruitment: Organizations adopting Web 2.0 tend to attract sophisticated, high-caliber candidates. Reduced cost: Not only are Web 2.0 offerings low-cost, but the same techniques can also be applied to existing (non-Web 2.0) products and services, lowering costs.

Recruitment:

Organizations adopting Web 2.0 tend to attract sophisticated, high-caliber candidates.

Reduced cost:

Not only are Web 2.0 offerings low-cost, but the same techniques can also be applied to existing (non-Web 2.0) products and services, lowering costs.

Loyalty The open, participatory Web 2.0 environment encourages user contribution, enhancing customer loyalty and lifespan. Marketing/PR. New technologies allow Marketers to implement low-cost, wide-coverage, strategies Search Engine Optimization (SEO) Web 2.0 delivery mechanisms - such as Blogs and RSS - significantly enhance search engine exposure through their distributed nature

Loyalty

The open, participatory Web 2.0 environment encourages user contribution, enhancing customer loyalty and lifespan.

Marketing/PR.

New technologies allow Marketers to implement low-cost, wide-coverage, strategies

Search Engine Optimization (SEO)

Web 2.0 delivery mechanisms - such as Blogs and RSS - significantly enhance search engine exposure through their distributed nature

How to use web 2.0 Many of the tactics in this new web world are different, but in many ways they are “ new wine in old bottles .” Marketing & Branding Supporting Clients Connect & Communicate Inform & Educate Positioning and segmentation PR

Many of the tactics in this new web world are different, but in many ways they are “ new wine in old bottles .”

Marketing & Branding

Supporting Clients

Connect & Communicate

Inform & Educate

Positioning and segmentation

PR

The ingredients web 2.0 Blogs Wikis RSS Social networking Social bookmarking Targeted Advertising Shared calendaring New Survey Technologies

Executed correctly, blogs give marketers a chance to build an informal dialogue with customers. You can test new event ideas or garner feedback, for instance, to see how customers react. Blogs are generally inexpensive, or even free to setup. Consider this platform for some of your PR delivery. To be successful, you must spend time regularly update your blog, which makes them a high-maintenance option. As well, blogs must be honest.

Executed correctly, blogs give marketers a chance to build an informal dialogue with customers. You can test new event ideas or garner feedback, for instance, to see how customers react.

Blogs are generally inexpensive, or even free to setup. Consider this platform for some of your PR delivery.

Blog Sample Hosted Blogger Blogspot Blogsome Non hosted Wordpress Moveable type Textpattern

Hosted

Blogger

Blogspot

Blogsome

The good: 1. Establishing a company intranet quickly and cheaply without sacrificing functionality, security, or durability. 2. You want to publish a range of corporate documents in one universally accessible location and let employees manage those documents with a minimum of effort, lag, and risk of redundancy. 3. You want to manage and organize meeting notes, team agendas, and company calendars. 4. You need a project management tool that is cheap (if not free), extensible, and accessible through any Web browser. 5. You need a central location where shared documents can be viewed and revised by a large and/or dispersed team. 3. Shouldn’t be used as a blog or editorial tool. No content control aside from memberships.

The good:

1. Establishing a company intranet quickly and cheaply without sacrificing functionality, security, or durability.

2. You want to publish a range of corporate documents in one universally accessible location and let employees manage those documents with a minimum of effort, lag, and risk of redundancy.

3. You want to manage and organize meeting notes, team agendas, and company calendars.

4. You need a project management tool that is cheap (if not free), extensible, and accessible through any Web browser.

5. You need a central location where shared documents can be viewed and revised by a large and/or dispersed team.

3. Shouldn’t be used as a blog or editorial tool. No content control aside from memberships.

Wiki in the workplace sample Use wiki’s to help plan and create recurring discussion at your festival or event. Real-time input allows for rapid changes and ongoing participating.

Use wiki’s to help plan and create recurring

discussion at your festival or event. Real-time input allows for rapid changes and ongoing participating.

social networking Build a community around your event and give your attendees and exhibitors the ability to network before, during and after the show. Social Networking can… Promote year-round communication Stimulate and increase attendee and exhibitor interaction Provide statistics to attract additional attendees and exhibitors Maximize attendee’s networking time Define groups for targeted marketing

Build a community around your event and give your attendees and exhibitors the ability to network before, during and after the show.

Social Networking can…

Promote year-round communication

Stimulate and increase attendee and exhibitor interaction

Provide statistics to attract additional attendees and exhibitors

Maximize attendee’s networking time

Define groups for targeted marketing

http://softwareassociationoforegon.ning.com/ http://slideshare.net http://www.flickr.com/groups/ornamentalgrasses/ Ning Flickr Linkedin

http://softwareassociationoforegon.ning.com/

http://slideshare.net

http://www.flickr.com/groups/ornamentalgrasses/

Social bookmarking Web based applications that enable us to store bookmarks online instead of in our favorites or bookmarks on our computers. For marketing your event – social bookmarks have a distinct advantage with search engine results and viral readership .

Web based applications that enable us to store bookmarks online instead of in our favorites or bookmarks on our computers.

For marketing your event – social bookmarks have a distinct advantage with search engine results and viral readership .

Top 3 Digg Del.icio.us Technorati

Digg

Del.icio.us

Technorati

RSS is a content delivery method where subscribers can gets your content delivered to a aggregation source of their choice. Subscribing to a web site so you don't have to check it for updates Syndicate your blog or articles/updates on your site. RSS & Content Delivery

RSS is a content delivery method where subscribers can gets your content delivered to a aggregation source of their choice.

Subscribing to a

web site so you

don't have to check

it for updates

Syndicate your blog or

articles/updates on your site.

www.addthis.com

www.addthis.com

Web 2.0 Survey Technologies Market research for the rest of us

Market research for the rest of us

Survey monkey sample

Calendaring Keep everyone inline with the latest events you are presenting. Automate an online calendar for your users to see and access in advance Syndicate your calendar through RSS to give users updates on your status Synchronize with outlook and iCal

Keep everyone inline with the latest events you are presenting.

Automate an online calendar for your users to see and access in advance

Syndicate your calendar through RSS to give users updates on your status

Synchronize with outlook and iCal

Calendar Hub Sync up with your iCal RSS this calendar for your

Google Calendar Flexible to fit in many sized of site column. Able to display weeks, months, agenda items.

Your event in the web 2.0 Northwest Festivals Conference 2009

Northwest Festivals Conference 2009

old way Post event on website Website 1.0 Mail advertisements (maybe email as well) Gather Responses Wonder some people don’t come Hold event on March 16-18 th Clean up & Prepare for next year Based on limited feedback from exit surveys and close affiliates Do it again next year

Post event on website

Website 1.0

Mail advertisements (maybe email as well)

Gather Responses

Wonder some people don’t come

Hold event on March 16-18 th

Clean up & Prepare for next year

Based on limited feedback from exit surveys and close affiliates

Do it again next year

With web 2.0 Post idea for event Website 2.0 Write announcement press release Write commentary on your blog Get responses from members, clients, community, and other stakeholders Readjust event Post new event Have users register online and simultaneously booth location, view vendors Have event speakers blogging about topics they are presenting More people show up, costs are lower, and cycle starts over.

Post idea for event

Website 2.0

Write announcement press release

Write commentary on your blog

Get responses from members, clients, community, and other stakeholders

Readjust event

Post new event

Have users register online and simultaneously booth location, view vendors

Have event speakers blogging about topics they are presenting

More people show up, costs are lower, and cycle starts over.

Anatomy of enterprise 2.0 Feeds (sharing, discovering, and tapping into reflections) Blogs (reflection in and on action) Social bookmarking (above) Wiki, tagging (connecting and mixing reflections) Social networking, real-time communication (optimizing interaction flow) Automation (back) Command and control becomes collaborations and communication.

Feeds (sharing, discovering, and tapping into reflections)

Blogs (reflection in and on action)

Social bookmarking (above)

Wiki, tagging (connecting and mixing reflections)

Social networking, real-time communication (optimizing interaction flow)

Automation (back)

Command and control becomes collaborations and communication.

Getting Started Utilizing web 2.0 isnt just the addition of a blog or wiki… Fundamental Change Organizational Investment Agility and Commitment Either is it a proven science There is plenty of wiggle room and many different ways to make the web 2.0 work for you.

Utilizing web 2.0 isnt just the addition of a blog or wiki…

Fundamental Change

Organizational Investment

Agility and Commitment

Either is it a proven science

There is plenty of wiggle room and many different ways to make the web 2.0 work for you.