OPEI Georgia

1,467 views

Published on

A presentation made to the members of the OPEI (Outdoor Power Equipment Association) in Georgia.

Published in: Technology, Sports, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,467
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

OPEI Georgia

  1. 1. Digital and New Media Marketing; Innovating with Web 2.0John Stone<br />
  2. 2. Today’s Discussion<br />New Media Landscape<br />Web 2.0 Experience<br />Awareness and Visibility<br />Social Media and Social Networks<br />Communities<br />
  3. 3. The New Media Ecosystem<br />200M million blogs <br />Bloggers are mainstream<br />5,000 Social networks<br />2 million photos added to Flickr daily<br />5 million daily Twitter messages<br />Average age of evening news viewer: 60<br />YOUR <br />BRAND<br />
  4. 4. New Marketing & Sales…<br />New Marketing & Sales –Inbound:Collaborating online with customers, clients, partners and society to discover, create, deliver, and exchange solutions and while fostering relationships. New focus on the Internet and social media channels<br />Traditional Marketing & Sales –Outbound:Creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Traditional channels and media.<br />
  5. 5. “The value of a network is proportional to the square of the number of connected users”<br />- Robert Metcalf<br />The Network Effect<br />
  6. 6. 1920s – 1980s<br />3 Major Media Channels<br />Blog search engine Technorati is currently tracking more than 112 million blogs<br />
  7. 7. Web 2.0<br />A second generation of web development and web design characterized as facilitating communication, information sharing, interoperability, user-centered design and collaboration. Examples include social-networking sites, video-sharing sites, wikis, blogs, mashups and folksonomies.<br />
  8. 8. The New Model for Information<br />Localized<br />Dynamic<br />Atomized<br />Relevant<br />Information in Web 2.0<br />Mashable<br />Mobile<br />Sharable<br />
  9. 9. Web 2.0 Concepts<br /><ul><li>Architecture of Participation
  10. 10. Social Software
  11. 11. Mobile Applications
  12. 12. Folksonomy
  13. 13. The Long Tail
  14. 14. Rich Internet Applications</li></li></ul><li>Architecture of Participation<br />User Generated Content<br />Users are publishers and consumers<br />“Crowd Source”<br />
  15. 15. Social Software<br />
  16. 16. Folksonomy<br />Users categorize information in ways that make sense to them<br />Freely chosen keywords<br />Collaborative tagging<br />Pivot-Browsing<br />Tag Clouds<br />
  17. 17. The Long Tail<br />Niche markets<br />Shift of power to consumers<br />Long tail controls markets<br />The web enables you to connect along the long tail<br />
  18. 18. A Site In Development<br />
  19. 19.
  20. 20. A Framework For Strategies<br />1<br />Awareness<br />Brand Predisposition<br />Interest<br />2<br />Openness to Multiple Brands<br />Consider<br />3<br />Evaluate<br />“In Store” Decisions<br />Commit<br />4<br />Active and Passive Loyalty<br />Customers<br />Advocates<br />A 3% increase across key stages can deliver 50% more sales<br />
  21. 21. Delivering Web 2.0: Maturity Model<br />
  22. 22. Google- A Window to Audience Intent<br />“Database of Intentions”<br />- John Battelle<br />
  23. 23. Visibility: Organic vs. Paid Search<br />Organic Search is Best<br />Free<br />More traffic<br />Smarter people<br />Longer lasting<br />Organic Results<br />75% Clicks<br />
  24. 24. multi-sensor enrollment<br />enterprise biometrics<br />triad biometrics<br />(database of intentions)<br />authentication software<br />(visitors)<br />(keywords & seo)<br />website<br />&lt;a href=“http://www.x.com&gt;<br />digital persona &lt;/a&gt;<br />multi-sensor enrollment, digital persona<br />website<br />website<br />&lt;a href=“http://www.x.com&gt;<br />multi-sensor &lt;/a&gt;<br />(links)<br />website<br />(content)<br />&lt;a href=“http://www.x.com&gt;<br />digital enrollment &lt;/a&gt;<br />website<br />website<br />(the web)<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />Inbound Marketing<br />
  25. 25. multi-sensor enrollment<br />enterprise biometrics<br />triad biometrics<br />(database of intentions)<br />authentication software<br />(visitors)<br />(keywords & seo)<br />website<br />&lt;a href=“http://www.x.com&gt;<br />digital persona &lt;/a&gt;<br />multi-sensor enrollment, digital persona<br />website<br />website<br />&lt;a href=“http://www.x.com&gt;<br />multi-sensor &lt;/a&gt;<br />(links)<br />website<br />(content)<br />&lt;a href=“http://www.x.com&gt;<br />digital enrollment &lt;/a&gt;<br />website<br />website<br />(the web)<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />website<br />Inbound Marketing<br />
  26. 26. multi-sensor enrollment<br />enterprise biometrics<br />triad biometrics<br />(database of intentions)<br />authentication software<br />(visitors)<br />(keywords & seo)<br />website<br />&lt;a href=“http://www.x.com&gt;<br />digital persona &lt;/a&gt;<br />multi-sensor enrollment, digital persona<br />website<br />website<br />&lt;a href=“http://www.x.com&gt;<br />multi-sensor &lt;/a&gt;<br />(links)<br />website<br />(content)<br />&lt;a href=“http://www.x.com&gt;<br />digital enrollment &lt;/a&gt;<br />website<br />website<br />(the web)<br />website<br />website<br />website<br />(offer)<br />website<br />website<br />website<br />website<br />(crm)<br />website<br />website<br />website<br />(lead conversion)<br />website<br />website<br />website<br />website<br />website<br />Inbound Marketing<br />
  27. 27. multi-sensor enrollment<br />enterprise biometrics<br />triad biometrics<br />(database of intentions)<br />authentication software<br />(visitors)<br />(keywords & seo)<br />website<br />&lt;a href=“http://www.x.com&gt;<br />digital persona &lt;/a&gt;<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />multi-sensor enrollment, digital persona<br />website<br />website<br />&lt;a href=“http://www.x.com&gt;<br />multi-sensor &lt;/a&gt;<br />(links)<br />website<br />(content)<br />&lt;a href=“http://www.x.com&gt;<br />digital enrollment &lt;/a&gt;<br />website<br />website<br />(the web)<br />website<br />website<br />website<br />(offer)<br />website<br />website<br />website<br />website<br />(crm)<br />website<br />website<br />website<br />(lead conversion)<br />website<br />website<br />website<br />website<br />website<br />Inbound Marketing<br />
  28. 28. Visibility: SEO<br />Off Page = 75%<br />On Page = 25%<br /><ul><li>Remarkable Content
  29. 29. Blogs
  30. 30. Tools
  31. 31. Videos, photos, etc
  32. 32. Social Mediasphere
  33. 33. Blogosphere
  34. 34. Directories
  35. 35. Partners
  36. 36. Press Releases
  37. 37. Answers, Forums, etc
  38. 38. Keywords
  39. 39. Search Volume
  40. 40. Relevance
  41. 41. Competition
  42. 42. Page Title, Tags
  43. 43. Meta Data
  44. 44. XML Site Map</li></li></ul><li>Content: What to publish?<br />Blog Articles<br />Podcasts<br />Videos<br />Photos<br />Presentations<br />eBooks / vBooks<br />News Releases<br />
  45. 45. Usability: Access and Ease of Use<br />Mobile, Sharable, RSS<br />Good Information Architecture<br />User intent-driven Navigation, 1-2 clicks, Breadcrumb<br />Tagging and Folksonomy and access to User Generated Content<br />Know your audience!<br />
  46. 46. Branding and Design: Visual Impact<br />Brand Architecture<br />Attitude and personality<br />Strong visual Design and Layout<br />Typography, color and visual media<br />
  47. 47. Functionality & Conversion: Web 2.0 Services<br />Search & Information Access<br />Rich internet applications (Ajax)<br />Data Feeds, / Share / Mashups<br />Configurators<br />Multi-media<br />Logical Conversion Points & Landing Pages<br />Value Proposition, Opt-in<br />
  48. 48. Social Media<br />A shift in how people discover, read and share news, information and content. People connect and form relationships for personal, political and business use. <br />Highly accessible and scalable publishing. <br />
  49. 49. Email & eNewsletters<br />Still important: Keep in front of your audience<br />Content and Value<br />Text vs. HTML<br />A-B Testing<br />Tracking<br />Syndication RSS<br />Event promotion<br />Opt-in points<br />
  50. 50. Articles, Links, Podcasts, Blogs, Photos, Video, etc…<br />Subscribe to a feed and automatically receive updates<br />Search-based feeds to helps content find you<br />Subscriptions are free <br />RSS can be used for digital publishing and newsletters<br />SUBSCRIBE<br />Feed Readers, Aggregators, Flash, Google Desktop, iTunes, etc…<br />RSS – Really Simple Syndication<br />
  51. 51. Mobile<br />Extend Reach <br />Location-based services <br />Mashups<br />Game Marketing<br />Customer Service<br />News, weather, sports, <br />Productivity<br />Community & social networking<br />
  52. 52. Wikis<br />Collaborative Authoring<br />“Crowd Source”<br />2.1 Million Articles<br />User-edited content<br />Content changes must by approved<br />Articles are cross-indexed<br />Searchable Archive<br />Customer Support & Self Service<br />
  53. 53. Blogs<br />A web site of posts published in reverse-chronological order<br />Dynamic content<br />Transparent<br />Customers, Channels, Employees<br />Increase awareness<br />Influencers across the blogosphere<br />
  54. 54. Blogger Impact<br />Jeff Jarvis coins phrase “Dell Hell” in his blog<br />Comments publicized by New York Times and Business Week<br />Dell responds by creating Direct 2 Dell blog<br />
  55. 55. Blog Syndication<br />Align individual and corporate goals<br />Newsletter Syndication<br />RSS based<br />Compliance workflow is key<br />
  56. 56.
  57. 57. Facebook<br />Presence, Sharing<br />New Identities – Social/ Work<br />Transparency<br />Groups, Fans, Events<br />Brand Awareness<br />Syndication (e.g. Tweets, Links)<br />
  58. 58. Twitter<br />Social and Political Revolution<br />News, trends<br />Listening, Conversations<br />Syndication & Retweets<br />Sales Conversation<br />Customer Service<br />Find Experts, Communities<br />It’s Another Channel<br />
  59. 59.
  60. 60. LinkedIn<br />Professional Networking<br />Content Syndication<br />Inbound Links<br />Groups and Community<br />
  61. 61. YouTube<br />Participation, DIY<br />Crowd-sourced<br />Syndication<br />Free<br />Community<br />Asynchronous<br />SEO<br />
  62. 62. Social Bookmarking / Open Social<br />Web 2.0 services allow users to share links<br />Easily integrate with existing Web 2.0 sites<br />Free marketing<br />Links to RSS Articles drive traffic back<br />
  63. 63. Listening<br />What is the conversation about your brand <br />Where to Listen:<br />Relevant Forums<br />Technorati<br />Google Blog Search<br />Twitter<br />Google Alerts<br />Advanced listening systems and dashboards<br />Determine the sentiment<br />Participation in the conversations<br />
  64. 64. Communities and Forums <br />Share media, communicate, innovate<br />Foster brand passion, advocacy<br />Encourage DIY<br />Maintain and view member profiles<br />Participant empowerment<br />Online focus groups / R&D<br />
  65. 65. Community: Dell<br />
  66. 66. Podcasts<br />Communication with subscribed listeners<br />Better reach and online visibility<br />Sales & conversion rates<br />Ability to offer richer content, greater loyalty<br />Differentiate<br />
  67. 67. Virtual “Books”<br />Training, handbooks, reference guides, product guides, manuals<br />Richer content, greater loyalty<br />Green Screen Video, testing, live instructor interaction<br />Searchable, Indexed using a familiar Book and Bookshelf Metaphor<br />Trackable for commerce, credits<br />
  68. 68. Events and Webinars<br />Registration<br />Event Experience<br />Webinars <br />Twebinars<br />Lead Nurture<br />Inbound “Permission” Model<br />“Tweetups” - Community<br />
  69. 69. A Platform Approach<br />Audience Intelligence<br />
  70. 70. Key Takeaways<br />Web 2.0 and New Media – part of your sales and service delivery strategies<br />Drive Awareness with blogs and presence tools like Twitter and Facebook<br />Listen with tools to find where people are talking about your product and services<br />Capture Leads with SEM, SEO and conversion points in a closed-loop model<br />Nurture Leads with content marketing, email newsletter, and community<br />Educate Audience and touch with tools like Twitter and Facebook, YouTube and/or your own private social network<br />Drive R&D – with listening tools and touch tools like Twitter, as well as community platforms<br />
  71. 71. Thank You<br />John Stone<br />M: 617-686-7305<br />jcstone@revenuearchitects.com<br />Revenue Architects<br />Consulting Partner with CrossTech Partners<br />Business Communications with www.Nota-Bene.com<br />

×