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Web Business Marketing

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  • 1. Web-based business marketing Latin delegation March 4, 2008 Brussels
  • 2. Content
    • Introduction
    • Concepts
    • Web 2.0
    • New media
    • The social web
    • The dark side
    • Conclusion
  • 3. Introduction Why eMarketing?
    • Unprecedented opportunity for knowledge-rich organisations
    • Cost-effective to build global brand & reputation
    • Instrument for business development
  • 4. Introduction Has something changed?
  • 5. Introduction The true nature of communication
  • 6. Introduction The model has changed Source: We Media by Chris Willis and Shayne Bowman
  • 7. 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
  • 8. 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!
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. Concepts E-mail marketing
    • What?
      • E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating messages to an audience
    • How?
      • Subscription to build permission-based lists
      • eMagazine with tracking
    • Pros: easy, cost-effective, highly targeted
    • Cons: competition, over-use
    • Challenge: need for differentiation
  • 13. 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
  • 14. 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
  • 15. Web 2.0 RSS – Really Simple Syndication
  • 16. Web 20.0 RSS – Really Simple Syndication
  • 17. Web 2.0 Why blogging (in business)?
    • Communicate with users
    • Brand & reputation building
    • Drive traffic to your website
    • Project management
    • Market intelligence
    • Knowledge management
  • 18. Web 2.0 Types of blogs
    • Company blog
    • CEO blog
    • Expert / guru blog
    • Crisis blog
    • Team blog
    • Product blog
  • 19. 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
  • 20. New media Origin of knowledge on power quality Multiple response, in percentages n = 209
  • 21. 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
  • 22. 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
  • 23. 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)
  • 24. New media Minute lectures
    • 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
  • 25. 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
  • 26. New media Screencast
  • 27. The social web Networks
    • Business networks
      • Generic: LinkedIn, Xing
      • Vertical: PowerGlobe, IET Forum, IEEECommunities
      • Facebook?
    • Purpose
      • Personal, organisation, industry profiling
      • Networking
      • Intelligence
      • Knowledge exchange
  • 28. 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
  • 29. The dark side
    • Low risks for legitimate, credible, authentic business organisations
    • Some issues need to be managed:
      • Spam comments & registrations
      • Hackers
      • Negative blogs
        • Rants: dignified indifference
        • Critics: engagement
      • The web as time machine
    • Need for a company policy
  • 30. 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
  • 31. Conclusion The 4 + 3 P’s of marketing
    • Conventional
      • Product
      • Price
      • Place
      • Promotion
    • Additional
      • Planning
      • Production
      • Publishing
  • 32. 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
  • 33. 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 is king
  • 34. 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