Implementing a Digital and New Media Strategy using Web 2.0 technologies.

1. Digital and New Media Strategy
using
Web 2.0 Technologies
Mahesh Patwardhan
Digital and New Media Consultant

2. Outline
• Digital and New Media Strategy Consulting
• Web 2.0 Strategy Planning Framework
• Implementing Web 2.0 Strategy
• Discussion

3. Portfolio of Services offered as part of the Digital and New Media
Consulting Services
DIGITAL AND NEW MEDIA CONSULTING
SERVICES

4. Consulting Service Objectives
Implement • To help clients build and deploy internet applications to
Internet achieve business objectives
• To help clients deploy applications to collaborate efficiently
Applications with business partners
• Help clients Audit their online presence and provide roadmap
Audit online • To help clients audit client sites/applications and provide
recommendations for usability and performance improvements
presence • To help clients use the internet optimally to achieve business
objectives and growth
Brand • To help client effectively use the internet to market their
brand effectively and help achieve business targets
Marketing

5. Service Positioning
Internal Consulting Team Clients
Teams Interface between
• Existing Clients
client and internal
• Business teams • New Clients
Units • Domestic
• Service Delivery to • Overseas
• Development client
Teams • Development and
Deployment by
Internal Teams

6. Service Delivery Approach
Audits, Requirements, • Service Delivery by
Analysis, Strategy, Consulting Team
Planning, Design,
Recommendations
Development, • Development Team
Deployment,
Monitoring and
Maintenance
• Software Partners

7. Digital and New Media Consulting
Services
Online
Advisory Technology
Marketing
Services Services
Services

8. Advisory Services
Service Description
• Gathering of requirements, gap-analysis
Requirement Analysis • Strategy Roadmap that includes technologies,
and Strategy Planning platforms, channels, resources, budget plan and
project roll-out phases
Information • Information architecture, functionality
Architecture Design specifications and design direction
• Audit of UI of websites and online services
Usability Audits • Identify and recommend changes to UI to
enhance usability
• Audit of system performance for user responses
Performance Audits • Performance tuning recommendations

9. Technology Services
Service Description
Intranets/Knowledge • Identify requirement for company intranets, design,
Management Portals develop and deploy Intranet/KM Portal
Content Management • Identify requirement for content management
solutions, design, develop and deploy Content
Solutions Management System
Custom Application • Identify requirement for Integration with ERP, CRM,
Legacy Applications etc., design, develop and deploy
Integration integrated custom solution
eCommerce Applications • Identify requirement for ecommerce solutions, design,
develop and deploy ecommerce solution
• Identify requirement for business intelligence
Business Intelligence solutions, design, develop and deploy business
intelligence solutions

10. Online Marketing Services
Service Description
• SEO
• SEM
Online Marketing • email Marketing
• Online Ads
• Google Analytics
Web Analytics • Omniture
• WebTrends
• Social Networking
Brand Marketing • Blogs
using Web 2.0 • Wikis
• Microblogging

11. A stepped approach to a social media strategy.
STRATEGY PLANNING FRAMEWORK

12. Strategy Planning Framework
Technology
Strategy
Objectives
People Profiles

13. Social Technographics
- from Forrester Research
Creators
Critics
Collectors
Joiners
Spectators

14. People Profiles
• Publish a blog , Publish own Web pages
Creators • Upload video, audio/music you created
• Write articles or stories and post them
• Post ratings/reviews of products/services
Critics • Comment on someone else’s blog
• Contribute to online forums, edit articles in a wiki
• Use RSS feeds
Collectors • Add “tags” to Web pages or photos
• Vote for web sites online
• Maintain profile on a social networking site
Joiners • Visit social networking sites
• Read blogs
Spectators • Watch video from other users , Listen to podcasts
• Read online forums, customer ratings/reviews

15. Objectives
• Research
Listening • Ongoing monitoring of your customer’s conversations
with each other
• Marketing
Talking • Participating in and stimulating two-way conversations
your customers have with each other
• Sales
Energizing • Making it possible for enthusiastic customers to help
sell each other
Supporting • Support
• Enabling your customers to support each other
• Development
Embracing • Helping your customers work with each other to come
up with ideas to improve your products and services

16. Strategy
Internet Media
• Display Ads
• Search – SEO and SEM
• Email
• Affiliate Programs, Sponsorships
Social Media Channels
• Blogs
• Communities
• Discussion Forums
• Microblogging
• Q&A
• RSS Readers
• Social Networking
• Photos, Video Sharing
• Voting
• Wikis

17. Technology
Social Networks • Facebook, MySpace, Orkut, Hi5
Photo and Video Sharing • YouTube, Flickr, Slideshare
Blogs • Blogger, Wordpress, TypePad
Microblogging • Twitter
Social Bookmarking • Del.icio.us, Stumbleupon
RSS Readers • NetVibes, feedburner
Voting • Digg
Forums • Yahoo Groups, Google
Wikis • MediaWiki, pbwiki…

18. IMPLEMENTING A WEB 2.0
STRATEGY

19. Listening

23. Don’t Shout at them…….get the conversations
going

24. Examples of implementing a Web2.0 strategy
CASE STUDIES USING WELL KNOWN
BRANDS AS EXAMPLES

27. Help customers support each other
• Provide a platform for
consumers to support
each other
• QnA site where
consumers pose
questions and others
answer
• Rate answers

28. Create a Question / Answers section on the site

29. Create an Idea Exchange

30. Create an Idea Exchange

31. Internal Productivity
• Internal company blog
for employees
• Wiki for collaboration
on projects

32. For employees : Internal Company Blog

33. For employees: Collaboration tools

34. Identify Channel
• Target Group:
– Male, 24-40, Working
professionals, businessmen,
living in metros
• Profile:
– Social Networkers
– Spectators
• Channels:
– Video Channel
– F1 fan site with messaging
• Technology:
– YouTube
– SN website

35. Video Sharing Channel

36. Fan sites

37. Identify Channel
• Target Group:
– Female, 26-38, Mothers,
Housewives, Working
professionals, metros, Tier 1
• Profile:
– Social Networkers
– Creators
– Collectors
• Channels:
– Community for young
mothers
• Technology:
– Wiki site

38. Create a community

39. Create a community

40. Create a community

41. Create a community

42. Create a community

43. Open Source Platforms
OPEN SOURCE PLATFORMS FOR
SOCIAL MEDIA

44. Some CMS
• Alfresco
• Liferay
• Drupal
• Joomla

45. Some Social Networking Platforms
• Facebook
• MySpace
• Orkut
• Ning
• LovdByLess
• Elgg
• GitHub
• Squiz

46. Forums / Reviews
• Ostatic for review/ratings
• Vanilla for forums

47. Some CMS
• Alfresco
• Liferay
• Drupal
• Joomla

48. Some Blogging Platforms
• Wordpress
• Typepad
• Blogger
• Movable Type
• Drupal

49. Voting
• Digg for voting
• CrispyNews

50. Some Wiki Platforms
• MediaWiki
• Twiki
• PmWiki
• DokuWiki
• MoinMoinWiki

51. Social Media Metrics
SOCIAL MEDIA MEASUREMENTS
AND ANALYTICS

52. Measurements
• Volume of User Participation
• Unique visitors
• Number of participants/members
Ratings/Reviews • Time Spent
• Online Sentiment (Positive/Negative)
• Volume of User Participation
• Unique visitors
Communities • Number of participants/members
• Page Views
• Time Spent

53. Measurements
• Volume of User Participation
• Unique visitors
• Click throughs
Videos • Page Views
• Volume of forwarded content
• Volume of User Participation
• Unique visitors
Communities • Number of participants/members
• Page Views
• Time Spent

54. Measurement
• Unique visitors
• No of Subscribers
• Volume of User Participation
(Comments)
Blogs • Number of Unique Blogs that link
to your Blog
• Page Views
• Time Spent

55. Measurement

56. NielsenMetrics

57. Thank You!