StepChange: Put Your Content Where It Counts


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These slides are from an 8/12/08 webinar by StepChange - a Portland design and development firm focused on Social Media and Marketing applications (

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  • StepChange: Put Your Content Where It Counts

    1. 1. StepChange Put Your Content Where It Counts August 12 2008 Presenter: Kevin Tate
    2. 2. About StepChange <ul><li>Team of experienced Web Designers and Developers </li></ul><ul><li>Focused on Social Media and Marketing </li></ul><ul><li>Founded in 2006 in Portland, Oregon. </li></ul>Distributed Marketing Apps Open Social Apps MySpace Apps Affiliate Programs Microsites Widgets Facebook Apps Optimized Landing Pages Social Marketing Apps Custom Social Networks Strategy Design Development Engagement
    3. 3. Our Work with Clients & Agencies <ul><li>Distributed Widget Apps </li></ul><ul><li>Social Networking Apps </li></ul><ul><li>Social Marketing Campaigns </li></ul><ul><li>Online Marketing Strategy </li></ul>Some of our clients
    4. 4. Today’s Topics <ul><li>Social Marketing Campaign Strategy </li></ul><ul><li>Taking Your Content to Your Customers </li></ul><ul><li>Beyond Widgets: Distributed Applications </li></ul>
    5. 5. <ul><li>Social Marketing Campaign Strategy </li></ul>
    6. 6. Social Marketing <ul><li>A useful new tool for driving: </li></ul><ul><ul><li>Awareness </li></ul></ul><ul><ul><li>Acquisition </li></ul></ul><ul><ul><li>Insight </li></ul></ul><ul><li>If you can: </li></ul><ul><ul><li>Reach your target audience there </li></ul></ul><ul><ul><li>Create something compelling </li></ul></ul><ul><ul><li>Spark a conversation in the market </li></ul></ul><ul><li>50% of adults use Social Media </li></ul><ul><li>85% of 18-34 yr-olds use social media to communicate </li></ul><ul><li>20% of 18-34 write and publish blogs </li></ul><ul><li>- Universal-McCann Study, August 2008 </li></ul>
    7. 7. Reaching Your Audience: Forrester’s “Ladder of Participation” Source: “Groundswell”
    8. 8. What Kind of Conversation are you trying to Create? Source: “Groundswell” Goal Community / Campaign Focus Research Listening to what customers have to say Marketing Getting customers talking to one another Sales Energizing customers to buy Support Helping customers support one another Development Embracing customer ideas in design
    9. 9. “ Stitching Together” an effective Social Media Campaign <ul><li>Who do you want to get talking? </li></ul><ul><li>What do you want them to talk about? </li></ul><ul><li>How are you going to do it? </li></ul><ul><li>Where to start the conversation? </li></ul>Recommended Reading: Andy Sernovitz’s BLOGS EMAIL
    10. 10. Some Things to Remember… (Reality Check) <ul><li>Just because it’s on Facebook / in a widget doesn’t automatically make it compelling </li></ul><ul><li>If someone wouldn’t share/subscribe via email, odds are low they will by using a widget/app </li></ul><ul><li>Social Media: </li></ul><ul><ul><li>increases the reach of influencers (everyone) </li></ul></ul><ul><ul><li>lowers the barriers to broadcast/sharing …but doesn’t lower the bar on what’s “remarkable” </li></ul></ul>
    11. 11. Example: Social Marketing Campaign with “Viral Video”s <ul><li>Social Marketing campaign to drive awareness online </li></ul><ul><li>Viral video centerpiece with a focus on sharing, fans and embedding </li></ul><ul><li>Included video widget, landing page, Facebook page & YouTube Group </li></ul><ul><li>First two weeks’ results: </li></ul><ul><ul><li>Over 150,000 video views </li></ul></ul><ul><ul><li>>400 installs of the widget </li></ul></ul><ul><ul><li>Mentions on >50 blogs </li></ul></ul><ul><ul><li>Coverage on Radio and TV </li></ul></ul>
    12. 12. <ul><li>Taking Your Content to Your Customers </li></ul>
    13. 13. Packaging Content for Distribution aka “The Turducken” <ul><li>Use feeds & APIs to leverage existing content </li></ul><ul><li>Let distribution platforms do the sharing work </li></ul>Distribution Platforms Enterprise Content <ul><li>Create interactive widgets and applications </li></ul>Content Creation Custom work from Agencies Microsites Widgets Social Nets Mobile Distributed Content & Applications <ul><li>Allow customer to consume & interact wherever they are </li></ul>
    14. 14. Sneak Preview of Sidecar : Distributed Content Mgmt Platform Enterprise Content Distributed Content & Applications Distribution Platforms Content Creation Custom work from Agencies Microsites Widgets Social Nets Mobile <ul><li>Provides control and visibility over content elements – no matter where they are. </li></ul><ul><li>Sidecar “wrapper” can be applied to content in a wide range of formats (HTML, Flash, etc.) </li></ul><ul><li>Sidecar can “ride along with” content in nearly any distribution platform </li></ul>“ wrap” key content in Sidecar Manage Distributed Content & Applications Content Management (offers, messaging, feeds) Insight and Reporting (engagement, adoption) Targeting and Relevance (testing, segmentation) 1 2 maintain control & visibility keep data in sync with main site 3
    15. 15. Example: DealerBug A Loyalty/Service Widget for Auto Dealers <ul><li>A way to extend the customer relationship “off the lot” – better than email </li></ul><ul><li>Mix of content, service and marketing (special offers) </li></ul><ul><li>Turducken in effect Feeds  AJAX  Clearspring  Desktop </li></ul><ul><li>Sidecar used by dealers to manage individual content </li></ul>
    16. 16. <ul><li>Beyond Widgets: Distributed Applications </li></ul>
    17. 17. The Advent of the “Distributed Web” <ul><li>Welcome to the Distributed Web . </li></ul><ul><li>If Web 2.0 established the infrastructure and culture of the social Web, the next cycle will be all about delivering Web content and applications to the point of consumption. This next phase is not about aggregating content or visitors to a single Web site; it's about disseminating information and applications to the users where ever they may be - another Web site, a mobile device, a consumer electronics gadget. </li></ul><ul><li>The Distributed Web changes the game for content creators, Web advertisers and marketers, media sites, and consumers. As content and application providers focus on serving consumers where ever they are, they will need new techniques to syndicate content and audit their audience. </li></ul><ul><li>- Chris Shipley, July 08, </li></ul>
    18. 18. Distributed Applications: “Hub and Spoke” Model <ul><li>Widgets were the first “training ground” for the Distributed Web </li></ul><ul><li>Social Networks have been second (lots of lessons learned) </li></ul><ul><li>Mobile is shaping up to be next, and largest, catalyst </li></ul>Social Networks Mobile Blogs & Community Desktops & Homepages <ul><li>Content </li></ul><ul><li>Publishing </li></ul><ul><li>Marketing </li></ul><ul><li>Campaigns </li></ul><ul><li>Products </li></ul><ul><li>Commerce </li></ul><ul><li>Affiliates </li></ul><ul><li>Transactions </li></ul><ul><li>Service </li></ul><ul><li>Support </li></ul><ul><li>Add-on </li></ul><ul><li>Updates </li></ul>Customers Partners Suppliers <ul><li>Primary Web Site </li></ul><ul><li>“ Home Base” Online </li></ul><ul><li>All content, products & services available </li></ul><ul><li>Point-of-origin for data & sync </li></ul>
    19. 19. Example: ThisNext Social Shopping in Facebook <ul><li>Social Networking Apps to drive engagement by “extending” the main site </li></ul><ul><li>Creating interactions, games and activities to create momentum in the social context </li></ul><ul><li>Integrated applications share data and users with the main site, driving new: </li></ul><ul><ul><li>new customer profiles </li></ul></ul><ul><ul><li>product recommendations </li></ul></ul><ul><ul><li>user-generated content </li></ul></ul>
    20. 20. For further information… <ul><li>ReadWriteWeb </li></ul><ul><li>SexyWidget </li></ul><ul><li>Damn I Wish I’d Thought of That </li></ul><ul><li>Mashable </li></ul><ul><li>Changelog (StepChange Blog) </li></ul>310 SW 4 th Portland, OR 503.224.3188 [email_address] Contact Us