Using the Tools of Web 2.0 for Marketing


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This is part of presentation Boris and I gave about blogs, wikis, tagging and user experience for marketing and creating competitive advantage.

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  • Using the Tools of Web 2.0 for Marketing

    1. 1. Using the tools of Web 2.0 <ul><li>BCTIA Go 2 Market Roundtable </li></ul><ul><li>Boris Mann, CEO, Bryght </li></ul><ul><li>Andre Charland, President, Nitobi </li></ul>
    2. 2. What is Web 2.0? <ul><li>Interactive, dynamic websites that get updated frequently </li></ul><ul><li>A “human” tone of voice and communication methods </li></ul><ul><li>User generated content and interaction </li></ul><ul><li>Flash-bang whizzy browser effects that also happen to make it much easier to build web applications and integrate tools and data across the web </li></ul>
    3. 3. Blogs and Wikis <ul><li>Two of the most accessible, useful, and easily implementable tools are blogs and wikis </li></ul><ul><li>Blog </li></ul><ul><ul><li>short for “weblog”, this is a regularly updated list of web postings written in a conversational tone – must at least have RSS and permalinks to be considered a “real” blog </li></ul></ul><ul><li>Wiki </li></ul><ul><ul><li>a type of website that allows the visitors themselves to easily add, remove and otherwise edit and change content </li></ul></ul><ul><ul><li>this ease of editing by multiple people makes it good for collaborative editing </li></ul></ul>
    4. 4. Podcasts and Videocasts <ul><li>Just like blogging (in that people can subscribe to them and be notified when there is new content) </li></ul><ul><li>Podcasts are audio only, videocasts include video as well </li></ul><ul><li>Same rules apply as for blogging: informal, conversational tone </li></ul><ul><li>A well done audio or video post can often drive huge traffic to your site </li></ul><ul><ul><li>also: cross post to large sites like YouTube or Google Video to take advantage of viral distribution </li></ul></ul>
    5. 5. Interact with customers <ul><li>If you don’t have a place where customers can post feedback...they’ll find somewhere else to post it </li></ul><ul><li>Customer feedback – good and bad – is valuable, so look for it everywhere </li></ul><ul><ul><li>use tracking tools like Technorati to look for mentions of your company and product names to search the entire web in realtime </li></ul></ul>
    6. 6. Personal Branding <ul><li>Branding your executive team or top employees as thought leaders in your space is one use of blogging </li></ul><ul><li>Can lead to speaking engagements and other opportunities to highlight the company and its products </li></ul><ul><li>Did we mention that blog == Better Listings On Google? </li></ul>
    7. 7. Internal Usage <ul><li>Not just for public websites </li></ul><ul><li>Use blogs and wikis as easy ways to have information flow and be kept up to date within the company </li></ul><ul><ul><li>Price sheet distribution </li></ul></ul><ul><ul><li>Repository of re-usable templates </li></ul></ul><ul><ul><li>Product manuals as wikis, support wiki </li></ul></ul><ul><ul><li>Competitive intelligence </li></ul></ul><ul><ul><li>RSS feeds and Technorati searches as a clipping service </li></ul></ul>
    8. 8. Real Time Search <ul><li>Real-time view of what people are “talking” about online right now </li></ul><ul><ul><li>Google updates every couple of days, and will show “top” results, not every time someone is talking about you and your products </li></ul></ul><ul><li>Technorati </li></ul><ul><li> </li></ul>
    9. 9. Google Apps for Domains <ul><li>Google is quickly rolling out many tools – Gmail, Google Spreadsheets, Writely </li></ul><ul><li>Google for your domain allows you to manage access to Google applications through your own domain name </li></ul>