Web-based Business Marketing November 29, 2007

Content Introduction Concepts Web 2.0 New media The social web The dark side Conclusion

Introduction

Concepts

Web 2.0

New media

The social web

The dark side

Conclusion

Introduction Why Web-based Marketing? Unprecedented opportunity for knowledge-rich organisations Cost-effective to build a global brand & reputation Instrument for business development Many spillovers internal communications Knowledge management Market intelligence Project management

Unprecedented opportunity for knowledge-rich organisations

Cost-effective to build a global brand & reputation

Instrument for business development

Many spillovers

internal communications

Knowledge management

Market intelligence

Project management

Introduction Has something changed?

Introduction The true nature of communication

Concepts Web presence has 4 layers Increasing visits Measure by web analytical package Unique visitors, visits/visitor, pages/visit Assess & improve the quality of visits Introduce user interaction Measuring the effectiveness of communication Surveys eMarketing impact/return-on-investment

Increasing visits

Measure by web analytical package

Unique visitors, visits/visitor, pages/visit

Assess & improve the quality of visits

Introduce user interaction

Measuring the effectiveness of communication

Surveys

eMarketing impact/return-on-investment

Concepts Nodes What? Consider each page as a mini-campaign How? Clean url, url aliasing http://www.leonardo-energy.org/drupal/infrared-heating Pros: use in e-mail, bookmark it, link from other sites, natural optimisation for search engines Cons: - Pitfall: maintain permanent url’s!

What?

Consider each page as a mini-campaign

How?

Clean url, url aliasing

http://www.leonardo-energy.org/drupal/infrared-heating

Pros: use in e-mail, bookmark it, link from other sites, natural optimisation for search engines

Cons: -

Pitfall: maintain permanent url’s!

Concepts Tagging What? A tag is a (relevant) keyword or term associated with or assigned to a piece of information (like picture, article, or video clip), thus describing the item and enabling keyword-based classification of information it is applied to How? Functionality in most content management systems Pros: Intuitive environment for user navigation Increase page views / visit Powerful automatic meta-data for search engine optimisation Each tag creates a content stream Cons: maintaining a consistent tag list; competition Pitfall: overtagging

What?

A tag is a (relevant) keyword or term associated with or assigned to a piece of information (like picture, article, or video clip), thus describing the item and enabling keyword-based classification of information it is applied to

How?

Functionality in most content management systems

Pros:

Intuitive environment for user navigation

Increase page views / visit

Powerful automatic meta-data for search engine optimisation

Each tag creates a content stream

Cons: maintaining a consistent tag list; competition

Pitfall: overtagging

Concepts Tag cloud What? A tag cloud (or weighted list in visual design) can be used as a visual depiction of content tags used on a website How? Functionality in most content management systems Pros: An always up-to-date ‘what’s hot’ indicator An ‘about us’ page by enumeration Cons: - Pitfall: requires good taxonomy design

What?

A tag cloud (or weighted list in visual design) can be used as a visual depiction of content tags used on a website

How?

Functionality in most content management systems

Pros:

An always up-to-date ‘what’s hot’ indicator

An ‘about us’ page by enumeration

Cons: -

Pitfall: requires good taxonomy design

Concepts Syndication What? Web syndication is a form of syndication in which a section of a website is made available for other sites to use How? Create a machine readible content stream Automatic in most content management systems Pros: a ‘what’s new’ service to partners, who then provide highly targeted traffic An inbox to the internet for knowledge workers Cons: too many streams to choose from

What?

Web syndication is a form of syndication in which a section of a website is made available for other sites to use

How?

Create a machine readible content stream

Automatic in most content management systems

Pros:

a ‘what’s new’ service to partners, who then provide highly targeted traffic

An inbox to the internet for knowledge workers

Cons: too many streams to choose from

Concepts Community websites User profiles, members list Contact other users Rating of content User comments Peer-to-peer forums Quiz, FAQ, Surveys Community of Practice groups Interviews

User profiles, members list

Contact other users

Rating of content

User comments

Peer-to-peer forums

Quiz, FAQ, Surveys

Community of Practice groups

Interviews

Web 2.0 Web generations v1.0: the internet Resilient communication v2.0: the world-wide web html Electronic broadcasting v2.5: client-side interaction js, flash Bells & whistles v3.0: embedded languages php/mysql Communities v4.0: web services rss Distributed web applications V5.0: what’s next? virtual worlds, intelligent websites

v1.0: the internet

Resilient communication

v2.0: the world-wide web html

Electronic broadcasting

v2.5: client-side interaction js, flash

Bells & whistles

v3.0: embedded languages php/mysql

Communities

v4.0: web services rss

Distributed web applications

V5.0: what’s next?

virtual worlds, intelligent websites

Web 2.0 RSS – Really Simple Syndication

Web 20.0 RSS – Really Simple Syndication

Web 20.0 RSS – Really Simple Syndication What can you do with RSS feeds: Readers can subscribe to them E.g. www.google.com/reader You can syndicate to other sites E.g. WBCSD syndication on http://www.leonardo-energy.org/drupal/energy_environment Automatic RSS to email convertors E.g. www.aweber.com

What can you do with RSS feeds:

Readers can subscribe to them

E.g. www.google.com/reader

You can syndicate to other sites

E.g. WBCSD syndication on http://www.leonardo-energy.org/drupal/energy_environment

Automatic RSS to email convertors

E.g. www.aweber.com

Web 2.0 Why blogging (in business)? Communicate with users Brand & reputation building Drive traffic to your website Project management Market intelligence Knowledge management

Communicate with users

Brand & reputation building

Drive traffic to your website

Project management

Market intelligence

Knowledge management

Web 2.0 Types of blogs Company blog CEO blog Expert / guru blog Crisis blog Team blog Product blog

Company blog

CEO blog

Expert / guru blog

Crisis blog

Team blog

Product blog

Web 2.0 Beyond blogs Blog portal E.g. www.edublogs.org Blogs & corporate site E.g. www.leonardo-energy.org Blog, corporate site & community E.g. www.marketingprofs.com Microblogs E.g. www.jaiku.com

Blog portal

E.g. www.edublogs.org

Blogs & corporate site

E.g. www.leonardo-energy.org

Blog, corporate site & community

E.g. www.marketingprofs.com

Microblogs

E.g. www.jaiku.com

New media Email marketing (Automatic) digest, flash alert, newsletter / electronic magazine Active promotion of website content Key success factor: Development of permission-based mailing lists Metrics: open rate click-through rate conversion rate

(Automatic) digest, flash alert, newsletter / electronic magazine

Active promotion of website content

Key success factor:

Development of permission-based mailing lists

Metrics:

open rate

click-through rate

conversion rate

New media Web events What: Live presentations on the web Visuals via browser Sound via teleconference or audio broadcast How: Before the event: Promotion via website, for a & e-mail marketing (typically 5-10,000 hits) Event: 20–120 registrations 10-40 participants After the event: Posting presentation (100 – 1000 views @ 2006) Webcast

What:

Live presentations on the web

Visuals via browser

Sound via teleconference or audio broadcast

How:

Before the event: Promotion via website, for a & e-mail marketing (typically 5-10,000 hits)

Event:

20–120 registrations

10-40 participants

After the event:

Posting presentation (100 – 1000 views @ 2006)

Webcast

New media Webcasts What: Narrated interactive presentations on the web Both visual & sound via browser Not live How: Speaker provides presentation & script Audit scripts Narrate script Launch webcast (100-7000 views @ 2007) (100-3000 views @ 2006)

What:

Narrated interactive presentations on the web

Both visual & sound via browser

Not live

How:

Speaker provides presentation & script

Audit scripts

Narrate script

Launch webcast (100-7000 views @ 2007) (100-3000 views @ 2006)

New media Minute lectures (& rapid e-learning) What: Short tutorials on the web to introduce a topics Knowledge broadening rather than deepening How: 10-15 slide ppt converted to Flash Up to 2000 views/year Also: FAQ lists, howto manuals, quiz, …

What:

Short tutorials on the web to introduce a topics

Knowledge broadening rather than deepening

How:

10-15 slide ppt converted to Flash

Up to 2000 views/year

Also: FAQ lists, howto manuals, quiz, …

New media Podcast/Vidcast Podcast = your own radioshow “to go” Vidcast = your own TV channel “to go” "Consumers want to listen to what they want, when they want, on the device of their choosing." Forrester Research Vice President, Ted Schadler Copyright: conversation.be

Podcast = your own radioshow “to go”

Vidcast = your own TV channel “to go”

The social web Networks Business networks LinkedIn, Xing Facebook? Purpose Personal, organisation, industry profiling Networking Intelligence Knowledge exchange

Business networks

LinkedIn, Xing

Facebook?

Purpose

Personal, organisation, industry profiling

Networking

Intelligence

Knowledge exchange

The social web Bookmarking What? Social bookmarking is a web-based service to share Internet bookmarks How? Register, bookmark, tag Over 150 services, e.g. http://del.icio.us Pros: easy, highly effective for moderate use Cons: uncontrolled, no self-promotion, time-consuming Pitfall: check service culture

What?

Social bookmarking is a web-based service to share Internet bookmarks

How?

Register, bookmark, tag

Over 150 services, e.g. http://del.icio.us

Pros: easy, highly effective for moderate use

Cons: uncontrolled, no self-promotion, time-consuming

Pitfall: check service culture

The dark side Low risks for knowledge-rich, legitimate, credible, authentic business organisations Some issues need to be managed: Spam comments & registrations Hackers Negative blogs Rants: dignified indifference Critics: engagement Everything in-between The web as time machine Need for a company policy

Low risks for knowledge-rich, legitimate, credible, authentic business organisations

Some issues need to be managed:

Spam comments & registrations

Hackers

Negative blogs

Rants: dignified indifference

Critics: engagement

Everything in-between

The web as time machine

Need for a company policy

Conclusion Barriers to electronic marketing Cultural Fear of change Lack of imagination Image of e-marketing Change of habits Change in agenda, lifestyle Customers Organisational Lack of resources Lack of knowledge & skills Integration of the new 4 P’s planning, production, publising, promotion functions

Cultural

Fear of change

Lack of imagination

Image of e-marketing

Change of habits

Change in agenda, lifestyle

Customers

Organisational

Lack of resources

Lack of knowledge & skills

Integration of the new 4 P’s

planning, production, publising, promotion functions

Conclusion The 4 + 3 P’s of marketing Conventional Product Price Place Promotion Additional Planning Production Publishing

Conventional

Product

Price

Place

Promotion

Additional

Planning

Production

Publishing

Conclusion Agendas of the conventional & e-marketeer 6h30 Leave home 8h00 Flight to city 10h30 Visit fair (5-10) 12h30 Lunch with client (1) 14h00 Seminar presentation (40) 15h30 Client meetings (2) 17h00 Leave for airport 21h00 Back home 8h30 Leave home 9h00 Check email (10) 10h00 Issue ezine (3,000) 11h00 Create press room on website 11h30 Webmeeting (7) 14h00 Webinar (20 + 1000) 15h00 Brief copywriter 16h00 Update social networks (3 + 100) 18h00 Back home

6h30 Leave home

8h00 Flight to city

10h30 Visit fair (5-10)

12h30 Lunch with client (1)

14h00 Seminar presentation (40)

15h30 Client meetings (2)

17h00 Leave for airport

21h00 Back home

8h30 Leave home

9h00 Check email (10)

10h00 Issue ezine (3,000)

11h00 Create press room on website

11h30 Webmeeting (7)

14h00 Webinar (20 + 1000)

15h00 Brief copywriter

16h00 Update social networks (3 + 100)

18h00 Back home

Conclusion Implications for marketing Media no longer have exclusivity to communicate to the market Also your company, employees, partners, customers can set up channels The market not only listens, but also responds Customers find suppliers Be easily found New culture of openness, authenticity Showing real stories & real people But content remains king (in business)

Media no longer have exclusivity to communicate to the market

Also your company, employees, partners, customers can set up channels

The market not only listens, but also responds

Customers find suppliers

Be easily found

New culture of openness, authenticity

Showing real stories & real people

But content remains king (in business)

Conclusion eTraining & eMarketing programme Session 0 – leveling the field Blogs – cultural aspects Blogs – practical aspects Minute lectures E-mail marketing Webinars & Webcasts Virtual worlds New media Surveys & Quiz E-learning Knowledge management

Session 0 – leveling the field

Blogs – cultural aspects

Blogs – practical aspects

Minute lectures

E-mail marketing

Webinars & Webcasts

Virtual worlds

New media

Surveys & Quiz

E-learning

Knowledge management