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Intro Course Online Sales & Marketing - Part2


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Compilation and introduction to online sales & marketing. Other parts include Web analytics, Web SEA and SEO, etc. Available on request on

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Intro Course Online Sales & Marketing - Part2

  1. 1. And what are they doing online?
  2. 2. In the old days we met each other on the street now we call this ‘Social Media’ <ul><li>And what are we doing then? </li></ul><ul><li>We, </li></ul><ul><li>Communicate </li></ul><ul><li>Connect </li></ul><ul><li>Collaborate/Co-create </li></ul><ul><li>Collect/Categorize </li></ul><ul><li>Collective Wisdom </li></ul><ul><li>Customize </li></ul><ul><li>Create Community </li></ul>
  3. 3. Communicate <ul><li>Blogs </li></ul><ul><ul><li>Bloggers </li></ul></ul><ul><ul><li>Blog comments </li></ul></ul><ul><li>Podcasts </li></ul><ul><li>Video Blogging </li></ul><ul><li>Video Sharing </li></ul><ul><li>Photo Sharing </li></ul>
  4. 4. Blogs Customer content - Txt <ul><li>Modern version of a ‘dagboek </li></ul><ul><li>‘ Easy to start and cheap </li></ul><ul><li>All can follow what you are up to </li></ul><ul><li>Upload txt, photo, video etc </li></ul><ul><li>All can react by making a note </li></ul>
  5. 5. Podcasts and how they work Pod (iPod) + broadcast = Podcast
  6. 6. Podcast of every topic thinkable Number of Podcast more then all radio stations in the world Radio stations took 100 years to get to the current number, Podcasts did this in 2 years...
  7. 7. You Tube Customer content - Video <ul><li>Upload your video </li></ul><ul><li>Have the whole world watch </li></ul><ul><li>..... and get paid for it </li></ul><ul><li>Free, gratis! </li></ul><ul><li>Already over 4,000 look alikes: </li></ul><ul><ul><li>Motionbox </li></ul></ul><ul><ul><li>Jumpcut </li></ul></ul><ul><ul><li>etcetc </li></ul></ul>
  8. 8. Photo sharing Customer content – Photo’s <ul><li>Easy to use </li></ul><ul><li>Cheap to free </li></ul><ul><li>Open or closed </li></ul>3,567 photo’s uploaded last minute
  9. 9. Connect <ul><li>Social networks </li></ul><ul><li>Mobile text messaging </li></ul><ul><li>Instant messaging/Twitter </li></ul><ul><li>Skype </li></ul>
  10. 10. Connect via Facebook, Hyves etc 147,420 members in Holland 34 events next week 359 discussion topics 2125 wall posts
  11. 11. Connect via Digg, Facebook, Hyves etc 147,420 members in Holland 34 events next week 359 discussion topics 2125 wall posts
  12. 12. but facebook is in declining demand (it’s said that people are getting cautious of sharing material that can be held against them injob interviews or in court)
  13. 13. And besides Digg we have Mixx,
  14. 14. Yahoo starting with a similar thing in March 2008...
  15. 15. Mobile text messaging from mobile to web and web to mobile phone to phone
  16. 16. Twitter micro blogging <ul><li>Same a a blog </li></ul><ul><li>But one can add txt and photo’s via mobile </li></ul><ul><li>Shorter messages </li></ul><ul><li>People can follow you, you can follow others </li></ul><ul><li> doing so you receive messages in your inbox or by sms whenever a new txt is uploaded </li></ul>
  17. 17. Twitxr photoblogging <ul><li>Twitxr - Like Twitter, With Pictures. Yeah, It’s Photoblogging . </li></ul><ul><li>Posted: 17 Feb 2008 02:46 PM CST </li></ul><ul><li>FON (better known for building a WiFi community ) launched Twitxr today through their FON Labs group. Basically, it’s Twitter but allows picture uploads when sending a message (which makes it particularly useful for camera phones). FON founder Martin Varsavsky announced the product on his blog . </li></ul><ul><li>So, yeah, basically it’s a photoblog. You can easily set it up to automatically send your messages to Twitter and Facebook too, though, which is useful. My Twitxr account is here . Here’s an example of a message that was copied over to Twitter. Another feature I like is the fact that you tell it where you are, so location information is included. </li></ul><ul><li>Varsavsky says it’s specially designed for the iPhone, and they’ve created software that makes uploading text and a photo from the iPhone very easy. As a third party application, though, it isn’t officially available for the iPhone. You have to “ jailbreak ” the phone before you can install their application. It looks like you can’t simply grab a photo that you’ve taken normally from the iPhone, either. You have to initiate the photo through the Twitxr application. The application automatically adds location information to your photos and updates. </li></ul><ul><li>Twitxr is the upteenth variation of Twitter to appear (see Jaiku ( acquired by Google ), Pownce , etc. One clone has even gone to the deadpool . This isn’t even the first Twitter-variation to include photos - see Zannel . This is something Dave Winer has been working on with his FlickrtoTwitter project as well - which sends links of your new Flickr photos to your Twitter account. And photoblogging is nothing new. So as pretty as Twitxr is, perhaps FON should stick to wifi. </li></ul>
  18. 19. Collaborate/Co-Create <ul><li>Wiki’s </li></ul><ul><li>Consumer-Generated Media </li></ul><ul><li>Open Source Software </li></ul><ul><ul><li>Firefox </li></ul></ul><ul><ul><li>Linux </li></ul></ul><ul><li>Creative co operation </li></ul><ul><li>Mash-ups </li></ul>
  19. 20. Consumer generated media
  20. 22. Mash-up <ul><li>In technology, a mashup is a web application that combines data from more than one source into a single integrated tool </li></ul><ul><li>An example is the use of cartographic data from Google Maps to add location information to real-estate data from Craigslist, thereby creating a new and distinct web service that was not originally provided by either source. </li></ul>Combined
  21. 23. Crowdsourcing <ul><li>Crowdsourcing may work for Wikipedia, but few commercial companies have figured out how to make it work for them. The basic concept is to get outsiders, preferably customers, to swarm together to design a product or complete some other project. </li></ul><ul><li>Examples </li></ul><ul><li>Crowdsourcing is quickly becoming a crowded field—there’s Innocentive , Cambrian House , the soon-to-launch CrowdSpirit , and Ideablob , to name a few sites. But Ben Kaufman, the CEO of a startup from Burlington, Vermont called Kluster , thinks that what is missing are market-like incentives to motivate contributors and push the best ideas forward. </li></ul>
  22. 24. Collect and Categorize <ul><li>Tagging </li></ul><ul><li>Social Bookmarking </li></ul><ul><li>Search Engines </li></ul>
  23. 25. Tagging, Social Bookmarking, Search Engines Blue Dot BookmarkSync Digg Diigo Furl Ma.gnolia My Web Mixx Newsvine Reddit Simpy SiteBar StumbleUpon Fark Social Book marking Found a person you like or shares the same hobby? See what he or she has recommended
  24. 26. Collective Wisdom <ul><li>Rating Sites </li></ul><ul><li>Wikipedia </li></ul><ul><li>Social News </li></ul>
  25. 27. Wikipedia <ul><li>What is it? </li></ul><ul><li>A dictionary that is filled by whoever wants to insert their knowledge into this electronic enceclopedia </li></ul><ul><li>How does it work? </li></ul><ul><li>Just start and after a while get the status of official author </li></ul><ul><li>So what? </li></ul><ul><li>No need to buy expensive ‘Winkeler Prins’ </li></ul>
  26. 28. Customization <ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Virtual Worlds/Avatars </li></ul>
  27. 29. RSS <ul><li>What is it? </li></ul><ul><li>RSS is a family of Web Feed formats used to publish often updated content like in blogs, your newspaper site, etc </li></ul><ul><li>How does it work? </li></ul><ul><li>An RSS document, which is called a &quot;feed,&quot; &quot;web feed,&quot; or &quot;channel,&quot; contains either a summary of content from an associated web site or the full text. </li></ul><ul><li>So what? </li></ul><ul><li>RSS makes it possible for people to keep up with their favorite web sites in an automated manner that's easier than checking them manually. </li></ul>
  28. 30. Widgets <ul><li>What is it? </li></ul><ul><li>A handy tool that can be put on your desktop and will give you a direct functionality </li></ul><ul><li>How does it work? </li></ul><ul><li>Go to either Yahoo etc. Click ‘widget’ and select what you would like to monitor: Stock prizes, the weather etc </li></ul><ul><li>So What? </li></ul><ul><li>No need to surf to a specific website all of the time </li></ul><ul><li>Mostly a nice creative look and feel </li></ul>
  29. 31. Virtual Worlds
  30. 32. what?
  31. 34. Every Customer is a ....Publisher
  32. 35. ....a DJ
  33. 36. expert
  34. 37. ....a broadcaster
  35. 38. ...and editor
  36. 39. ... a critic
  37. 41. You Tube films seen more than network video
  38. 42. And it is getting difficult to reach the customer with traditional media
  39. 43. To sum up.... <ul><li>70 million weblogs </li></ul><ul><li>About 120,000 new weblogs each day, or... 1.4 new blogs every second </li></ul><ul><li>3000-7000 new splogs (fake, or spam blogs) created every day </li></ul><ul><li>1.5 million posts per day, or... 17 posts per second </li></ul><ul><li>Growing from 35 to 75 million blogs took 320 days </li></ul><ul><li>22 blogs among the top 100 blogs among the top 100 sources linked to in Q4 2006 - up from 12 in the prior quarter </li></ul><ul><li>Japanese the #1 blogging language at 37% </li></ul><ul><li>English second at 33% </li></ul><ul><li>Chinese third at 8% </li></ul><ul><li>Italian fourth at 3% </li></ul><ul><li>Farsi a newcomer in the top 10 at 1% </li></ul><ul><li>English the most even in postings around-the-clock </li></ul><ul><li>Tracking 230 million posts with tags or categories </li></ul><ul><li>35% of all February 2007 posts used tags </li></ul><ul><li>2.5 million blogs posted at least one tagged post in February </li></ul>
  40. 44. Buzz words – the Long Tail
  41. 45. Widget marketing
  42. 46. The evolution in buzz words <ul><li>Web 1.0 </li></ul><ul><ul><li>One-way communication </li></ul></ul><ul><ul><li>Pretty postcards </li></ul></ul><ul><ul><li>“ brochure-ware” </li></ul></ul><ul><ul><li>Internet is just another channel </li></ul></ul><ul><ul><li>“ Corporate-speak” </li></ul></ul><ul><li>Web 2.0 </li></ul><ul><ul><li>Design : Customers want a rich user experience </li></ul></ul><ul><ul><li>Open source : If you want to get, you gotta give </li></ul></ul><ul><ul><li>Communications : Who will host the conversation? </li></ul></ul><ul><li>Web 3.0 </li></ul><ul><ul><li>Views on the next stage of the World Wide Web's evolution vary greatly </li></ul></ul><ul><ul><li>Semantic web (in which automated tools can read pages) leading to artificial intelligence </li></ul></ul><ul><ul><li>Increasing Internet connection speeds, leading to super computer powers etc </li></ul></ul><ul><li>People want human interaction </li></ul><ul><li>The Internet is NOT just another channel for broadcasting </li></ul><ul><li>The conversation went elsewhere </li></ul>
  43. 47. Old 4 P concept 4Ps Value Creator Customer
  44. 48. New Paradigma 4Ps Your Product or Service Customer Product Brand
  45. 49. OUT <ul><li>Traditional advertising </li></ul><ul><li>Monologue </li></ul><ul><li>Market place </li></ul><ul><li>Classical 4Ps paradigm </li></ul>
  46. 50. Links of Nodes spread your message NETWORK A NETWORK B NODE TRUSTED CHANNEL
  47. 51. <ul><li>If you as a company want to participate in the conversation, you must acknowledge and facilitate consumer control. </li></ul>
  48. 53. Power of the few 10% influence purchasing behavior of other 90%
  49. 54. 91% likely to buy on recommendation
  50. 55. Your reach is wide <ul><li>You have </li></ul><ul><li>11 TO 12 </li></ul><ul><li>Intimate contacts </li></ul><ul><li>150 </li></ul><ul><li>Social contacts </li></ul><ul><li>500 TO 1,000 </li></ul><ul><li>Weak ties </li></ul>
  51. 56. That wide reach fuel diffusion for a marketer <ul><li>A network of 100 people </li></ul><ul><li>= 4,950 possible links </li></ul><ul><li>A network of 1,000 people </li></ul><ul><li>= 500,000 possible links </li></ul>
  52. 57. Word of Mouth marketing <ul><li>Buzz marketing </li></ul><ul><ul><li>Special hook, event, promotion. Aqua Teen Hunger Force Boston Bomb Scare </li></ul></ul><ul><li>Viral marketing </li></ul><ul><ul><li>Branded material, websites, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread. ParkRidge47, Vote Different </li></ul></ul><ul><li>Influencer marketing </li></ul><ul><ul><li>Identifying and finding the influencers </li></ul></ul><ul><li>Evangelist marketing </li></ul><ul><ul><li>Turning most loyal customers into citizen marketers </li></ul></ul><ul><li>Street marketing </li></ul><ul><ul><li>Interacting at popular offline places like Buzz Oven </li></ul></ul><ul><li>Stealth / Undercover marketing </li></ul><ul><ul><li>Bree, lonelyGirl15 </li></ul></ul>
  53. 58. It’s about Social Behavior <ul><li>It’s not about a cheaper product or your idea. Try to change customer behavior. </li></ul><ul><ul><li>It’s not about better coffee – it’s about the place </li></ul></ul><ul><ul><li>I am not looking for a ¼” drill bit – I need to make a hole </li></ul></ul><ul><ul><li>It’s not about the hog, it’s about a lifestyle </li></ul></ul><ul><ul><li>It’s not about the sound – it’s about how it makes me feel </li></ul></ul><ul><ul><li>It’s not about the sound – it’s about being hip </li></ul></ul><ul><ul><li>It’s about my space </li></ul></ul><ul><ul><li>It’s about my video </li></ul></ul><ul><ul><li>It’s about my opinion </li></ul></ul><ul><ul><li>It’s about the experience </li></ul></ul><ul><ul><li>It’s about your choices, places, and time </li></ul></ul><ul><li>Examples </li></ul><ul><ul><li>Apple, Starbucks, JetBlue, MySpace, Harley-Davidson, Tivo, Stew Leonard’s, Threadless </li></ul></ul>
  54. 59. Path of the transformation <ul><li>Democratization of 4Ps paradigm </li></ul><ul><ul><li>Citizen branding </li></ul></ul><ul><ul><li>Collective collaboration </li></ul></ul><ul><ul><li>Collective risk sharing </li></ul></ul><ul><ul><li>Collective product innovation </li></ul></ul><ul><li>Citizen marketers will sell “remarkable” ideas </li></ul><ul><li>Innovators should adopt the 1% rule </li></ul><ul><ul><li>If you don’t find the “sneezers” or connectors, the 80/20% rule won’t matter </li></ul></ul><ul><li>Work backwards </li></ul><ul><ul><li>Build your brand around your idea first. If the community you are targeting does not coalesce and rally around the idea, continuing to build the product is irrelevant </li></ul></ul><ul><li>Create your own “blue ocean” </li></ul><ul><ul><li>If you play it safe and go by the rules of your industry, value chain, and business model – you’re dead! </li></ul></ul><ul><ul><li>Most industries and markets are saturated and highly concentrated. </li></ul></ul>
  55. 60. New Paradigm <ul><li>Sell your idea first </li></ul><ul><li>Find your actors (audience) first </li></ul><ul><li>Size does not matter </li></ul><ul><li>Reduce risk by pushing control out </li></ul><ul><li>Value creation increases at the edge </li></ul><ul><li>Decentralize authority, process, and IP </li></ul><ul><li>Transparency creates value </li></ul><ul><li>Truth travels fast </li></ul><ul><li>Price alone is not sustainable </li></ul><ul><li>Reengineer your value chain </li></ul><ul><ul><li>Skip intermediaries wherever possible </li></ul></ul><ul><li>Reinvent your business models </li></ul><ul><li>Change the status quo </li></ul>
  56. 63. Laat me helpen jouw firma op de online ladder te krijgen Rudolph Regter Director Cross Media [email_address] [email_address]
  57. 64. Online sales process Attention, Interest, Desire, Action Komen Kijken Kiezen Kopen (terug) Komen Komen # bezoekers op de website Kijken # bezoekers dat bepaalde website onderdelen bezoekt Kiezen # bezoekers dat het product ‘in het mandje doet’ Kopen # bezoekers dat het product daadwerkelijk koopt = betaalt (terug)Komen # herhalingskopers