Slideshow Transcript

1. Slide 1: Web-based Business Marketing Hans De Keulenaer European Copper Institute hdk@eurocopper.org November 29, 2007
2. Slide 2: Content Introduction  Concepts  Web 2.0  New media  The social web  The dark side  Conclusion  www .l eonar -ener .or do gy g
3. Slide 3: 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 www .l eonar -ener .or do gy g
4. Slide 4: Introduction Has something changed? www .l eonar -ener .or do gy g
5. Slide 5: Introduction The true nature of communication www .l eonar -ener .or do gy g
6. Slide 6: 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 www .l eonar -ener .or do gy g
7. Slide 7: 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! www .l eonar -ener .or do gy g
8. Slide 8: 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 www .l eonar -ener .or do gy g
9. Slide 9: 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 www .l eonar -ener .or do gy g
10. Slide 10: 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 www .l eonar -ener .or do gy g
11. Slide 11: 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  www .l eonar -ener .or do gy g
12. Slide 12: 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 www .l eonar -ener .or do gy g
13. Slide 13: Web 2.0 RSS – Really Simple Syndication www .l eonar -ener .or do gy g
14. Slide 14: Web 20.0 RSS – Really Simple Syndication www .l eonar -ener .or do gy g
15. Slide 15: 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 www .l eonar -ener .or do gy g
16. Slide 16: Web 2.0 Why blogging (in business)? Communicate with users  Brand & reputation building  Drive traffic to your website  Project management  Market intelligence  Knowledge management  www .l eonar -ener .or do gy g
17. Slide 17: Web 2.0 Types of blogs Company blog  CEO blog  Expert / guru blog  Crisis blog  Team blog  Product blog  www .l eonar -ener .or do gy g
18. Slide 18: 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 www .l eonar -ener .or do gy g
19. Slide 19: 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 www .l eonar -ener .or do gy g
20. Slide 20: 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 www .l eonar -ener .or do gy g
21. Slide 21: 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) www .l eonar -ener .or do gy g
22. Slide 22: 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, … www .l eonar -ener .or do gy g
23. Slide 23: 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 www .l eonar -ener .or do gy g
24. Slide 24: The social web Networks  Business networks – LinkedIn, Xing – Facebook?  Purpose – Personal, organisation, industry profiling – Networking – Intelligence – Knowledge exchange www .l eonar -ener .or do gy g
25. Slide 25: 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 www .l eonar -ener .or do gy g
26. Slide 26: 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 www .l eonar -ener .or do gy g
27. Slide 27: 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 www .l eonar -ener .or do gy g
28. Slide 28: Conclusion The 4 + 3 P’s of marketing  Conventional – Product – Price – Place – Promotion  Additional – Planning – Production – Publishing www .l eonar -ener .or do gy g
29. Slide 29: Conclusion Agendas of the conventional & e-marketeer 6h30 Leave home 8h30 Leave home 8h00 Flight to city 9h00 Check email (10) 10h30 Visit fair (5-10) 10h00 Issue ezine (3,000) 12h30 Lunch with client (1) 11h00 Create press room on website 14h00 Seminar presentation (40) 11h30 Webmeeting (7) 15h30 Client meetings (2) 14h00 Webinar (20 + 1000) 17h00 Leave for airport 15h00 Brief copywriter 21h00 Back home 16h00 Update social networks (3 + 100) 18h00 Back home www .l eonar -ener .or do gy g
30. Slide 30: 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) www .l eonar -ener .or do gy g
31. Slide 31: Conclusion eTraining & eMarketing programme 1. Session 0 – leveling the field 2. Blogs – cultural aspects 3. Blogs – practical aspects 4. Minute lectures 5. E-mail marketing 6. Webinars & Webcasts 7. Virtual worlds 8. New media 9. Surveys & Quiz 10.E-learning 11.Knowledge management www .l eonar -ener .or do gy g