I :: The Basics: What You Need to Do to Market Your Business
Establishing a solid online presence by leveraging core online initiatives (website, eNewsletter, online advertising, SEO)
II :: Social Media: How to Harness the Power of Two-Way Communication
Using online social networking tools to interact with your target audience (Facebook, Twitter, LinkedIn, blogs)
III :: Thought Leadership: How to Stand Out From Your Competitors
Communicating innovative value added information to the your target audiences (eBooks, webinars, blogs)
UID 2015 Presentation - Online Marketing - Where's it going? How to win.Brian Bluff
Since the late 1990’s, manufacturers and distributors have witnessed a tremendous change in marketing technology (search, social, email, etc.). Those that embraced the change have reaped the rewards, and those that ignored it struggle to exist.
But now, this technology, which provided early adaptors a leg up, has changed again and many manufacturers and distributors have seen their hard fought gains evaporate.
Today Google’s ranking preference for big brands and sites with rich high-quality content, coupled with the social platforms tightening up of organic (non-paid) reach in pursuit of viable “pay for play” revenue models favor large sites/companies and threatens the traditional distributor model.
Building a simple website and tweeting a few times does not constitute a good online strategy. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution?
This session will explore where we are now, what’s coming next, and how to prepare your company to compete in 2015 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.
Top 5 Barriers to World-Class Digital MarketingDemand Metric
Digital marketing is changing faster and faster and cataclysmic changes loom on the near horizon. If your marketing department can’t adapt quickly to the changes from cross-channel marketing, personalization, marketing automation, and new analytics then your customers will find you obsolete and irrelevant. It really puts marketing in the position of adapt or die.
Interviews with almost 100 top-level digital marketers reveal five common barriers to building world-class digital marketing. But, for every one of these barriers there are proven ways to get over, under, around or through them.
To obtain this document, visit us at http://www.demandmetric.com/register
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKESemrush
Doyle Buehler
Supermodel' for Digital Brand Leadership
For some people, being online is a breeze. Nothing really to worry about; just open up your ecommerce shopping cart and within a few days, your paypal account will be full, so you can get that yellow Lamborghini that you have been admiring the last few days while planning your internet riches. And, if you are one of these 'people', then fantastic news! For the rest of us, however, we all know that it isn't as easy as we originally thought or were told.
It's a brutal landscape: your audience doesn't really know you exist at times, and your customers don't really care about you and your business. If you are not delivering your value with relevance and authority, then you might as well not exist online. How do you build that relevance to your audience? Well, it starts with one of the many aspects of a proper digital platform - your website.
In this webinar session, we will go through the Top 5 Mistakes that All Website Owners Make with their online business. Contrary to the TV adverts, it's not as easy as DIY website and the traffic will come. We'll explore some of the key elements that you need on the site, as well as how to really extract that value to impress your audience and make them into repeat customers. Whether your online business is about selling products, or about your defining service, we'll investigate what you can do differently to pull all these pieces together, to become the remarkable digital leader in your industry.
Speaker: Doyle Buehler
Doyle Buehler is an author, entrepreneur, speaker and online business strategist. From several successful start-ups and retail franchise businesses in Canada, the United States, Europe and Australia, to helping other companies succeed with their ideas and strategies, he has spent over 14 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains.
His newest book, "The Digital Delusion: How To Overcome The Misguidance and Misinformation Online", discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world, to become a true digital leader.
He now runs the world's first "anti-agency", The Digital Delusion, helping entrepreneurs and business leaders become less reliant on "guru's", and "experts", and getting rid of the bullsh*t online, by empowering and enabling them to become accountable (& awesome) online.
The growth hacking roadmap that summarizes how startups can maximize the growth of their most valuable customers. It also summarizes the actionable analytics growth hackers should be using including cohort analysis, user testing and key performance indicators.
John Jantsch of Duct Tape Marketing goes over his systematic approach to marketing in the 7 Steps to Small Business Marketing Success as part of the National Small Business Week celebration.
There are many marketing tools to pick from: Search Optimisation, Social Media, Paid Ads, Email and Blogging for small and mid sized businesses.
Learn from a seasoned pro the pitfalls of marketing in the digital age and how you can implement real solutions within your budget.
What you'll learn:
• The major marketing errors made by small business
• Practical solutions to implement
• How to figure out what is important and what is not
• Action steps to develop a marketing plan
Overview of search engine marketing, including search engine optimization, paid search advertising, and social media:
- What is search marketing and how can it help me?
- How can I turn web visitors into customers?
- Why is my website not getting much search engine traffic?
- How should I plan for and budget for search marketing efforts?
This presentation is used during our monthly Donuts & Search Marketing Basics workshop at our headquarters in Ann Arbor, Michigan.
Register now: http://www.thewholebraingroup.com/events
Regularly publishing quality content is the most effective SEO strategy a small business can follow.
This presentation explains how to start thinking like a publisher, and begin to promote your business through blogging, infographics, and other popular media.
Digital Marketing Course Week 3: Digital AssetsAyca Turhan
Third week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan Topics covered within the presentation include:
Digital Assets, Websites, Mobile Websites, Mobile Apps
User Experience
Testing
For more please visit: www.aycaturhan.com/man423
http://www.digitalspaceconsulting.com. Presentation demonstrates how small business can leverage social media to build their business, connect with customers, suppliers, and partners. Small business social media provided by Digital Space Consulting (a social media and strategy consulting firm) Dallas, Texas. http://www.digitalspaceconsulting.com
UID 2015 Presentation - Online Marketing - Where's it going? How to win.Brian Bluff
Since the late 1990’s, manufacturers and distributors have witnessed a tremendous change in marketing technology (search, social, email, etc.). Those that embraced the change have reaped the rewards, and those that ignored it struggle to exist.
But now, this technology, which provided early adaptors a leg up, has changed again and many manufacturers and distributors have seen their hard fought gains evaporate.
Today Google’s ranking preference for big brands and sites with rich high-quality content, coupled with the social platforms tightening up of organic (non-paid) reach in pursuit of viable “pay for play” revenue models favor large sites/companies and threatens the traditional distributor model.
Building a simple website and tweeting a few times does not constitute a good online strategy. Today online marketing is traditional marketing, strategy is more important than ever, and developing a solid comprehensive plan is the way forward. But where is it all going? When does marketing revolution become evolution?
This session will explore where we are now, what’s coming next, and how to prepare your company to compete in 2015 and beyond. You’ll learn what content prospects and customers want, how to measure success, and how to get started.
Top 5 Barriers to World-Class Digital MarketingDemand Metric
Digital marketing is changing faster and faster and cataclysmic changes loom on the near horizon. If your marketing department can’t adapt quickly to the changes from cross-channel marketing, personalization, marketing automation, and new analytics then your customers will find you obsolete and irrelevant. It really puts marketing in the position of adapt or die.
Interviews with almost 100 top-level digital marketers reveal five common barriers to building world-class digital marketing. But, for every one of these barriers there are proven ways to get over, under, around or through them.
To obtain this document, visit us at http://www.demandmetric.com/register
TOP 5 MISTAKES THAT ALL WEBSITE OWNERS MAKESemrush
Doyle Buehler
Supermodel' for Digital Brand Leadership
For some people, being online is a breeze. Nothing really to worry about; just open up your ecommerce shopping cart and within a few days, your paypal account will be full, so you can get that yellow Lamborghini that you have been admiring the last few days while planning your internet riches. And, if you are one of these 'people', then fantastic news! For the rest of us, however, we all know that it isn't as easy as we originally thought or were told.
It's a brutal landscape: your audience doesn't really know you exist at times, and your customers don't really care about you and your business. If you are not delivering your value with relevance and authority, then you might as well not exist online. How do you build that relevance to your audience? Well, it starts with one of the many aspects of a proper digital platform - your website.
In this webinar session, we will go through the Top 5 Mistakes that All Website Owners Make with their online business. Contrary to the TV adverts, it's not as easy as DIY website and the traffic will come. We'll explore some of the key elements that you need on the site, as well as how to really extract that value to impress your audience and make them into repeat customers. Whether your online business is about selling products, or about your defining service, we'll investigate what you can do differently to pull all these pieces together, to become the remarkable digital leader in your industry.
Speaker: Doyle Buehler
Doyle Buehler is an author, entrepreneur, speaker and online business strategist. From several successful start-ups and retail franchise businesses in Canada, the United States, Europe and Australia, to helping other companies succeed with their ideas and strategies, he has spent over 14 years in the business world making things happen – both online and off. He is a Leading innovator in the online, ecommerce worlds, and at the intersections of entrepreneurship and digital innovation. His experience has been utilised in various global industries, including travel, insurance, pharmaceuticals, banking, investment, hospitality, finance, events and learning domains.
His newest book, "The Digital Delusion: How To Overcome The Misguidance and Misinformation Online", discusses the reality of the online industry, and what business leaders can do to get beyond the clutter, confusion and distraction of the online world, to become a true digital leader.
He now runs the world's first "anti-agency", The Digital Delusion, helping entrepreneurs and business leaders become less reliant on "guru's", and "experts", and getting rid of the bullsh*t online, by empowering and enabling them to become accountable (& awesome) online.
The growth hacking roadmap that summarizes how startups can maximize the growth of their most valuable customers. It also summarizes the actionable analytics growth hackers should be using including cohort analysis, user testing and key performance indicators.
John Jantsch of Duct Tape Marketing goes over his systematic approach to marketing in the 7 Steps to Small Business Marketing Success as part of the National Small Business Week celebration.
There are many marketing tools to pick from: Search Optimisation, Social Media, Paid Ads, Email and Blogging for small and mid sized businesses.
Learn from a seasoned pro the pitfalls of marketing in the digital age and how you can implement real solutions within your budget.
What you'll learn:
• The major marketing errors made by small business
• Practical solutions to implement
• How to figure out what is important and what is not
• Action steps to develop a marketing plan
Overview of search engine marketing, including search engine optimization, paid search advertising, and social media:
- What is search marketing and how can it help me?
- How can I turn web visitors into customers?
- Why is my website not getting much search engine traffic?
- How should I plan for and budget for search marketing efforts?
This presentation is used during our monthly Donuts & Search Marketing Basics workshop at our headquarters in Ann Arbor, Michigan.
Register now: http://www.thewholebraingroup.com/events
Regularly publishing quality content is the most effective SEO strategy a small business can follow.
This presentation explains how to start thinking like a publisher, and begin to promote your business through blogging, infographics, and other popular media.
Digital Marketing Course Week 3: Digital AssetsAyca Turhan
Third week slides of eMarketing Course at Hacettepe University taught by Ayca Turhan Topics covered within the presentation include:
Digital Assets, Websites, Mobile Websites, Mobile Apps
User Experience
Testing
For more please visit: www.aycaturhan.com/man423
http://www.digitalspaceconsulting.com. Presentation demonstrates how small business can leverage social media to build their business, connect with customers, suppliers, and partners. Small business social media provided by Digital Space Consulting (a social media and strategy consulting firm) Dallas, Texas. http://www.digitalspaceconsulting.com
How to increase the visibility of your online content:
- Digital Communication Pillars
- Top 7 Content Tactics for NGOs in 2021
- Content Distribution Channels
- Online Reputation Management
- How to Measure Success?
- How to Increase the Visibility of your Online Content?
There are two main aspects to building long-term success on the web: discovering and solidifying your brand’s identity, and amplifying your brand’s message. The first step consists of conducting a brand audit, designing your visual identity and developing a unique positioning statement. The second step begins with a look at your brand’s ideal clients and current strategies, and then moves into creating client-focused content and promoting that content through a mix of paid and organic methods.
Winning the Online Marketing Game Through Content Optimization 2013MultiWave Media
Discover how Content drives all digital marketing in 2013 and beyond; how to optimize that content for search engines, and beat your competitors at this game!
Improving the Success of Your Website presentation delivered by Shane Fell of Top Floor Technologies at the 2013 Mid Am Horticultural Trade Show at Navy Pier in Chicago.
Ux of search workshop isite design_feb2012Barbara Holmes
University of Oregon School of Journalism asked ISITE Design to participate in teaching a class to grad students on search engine optimization, search engine marketing, UX and design. Here's the deck. It doesn't include all the activities that the class did.
A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Leading Change strategies and insights for effective change management pdf 1.pdf
How to Develop a Successful Online Marketing Strategy
1. How to Develop a Successful Online
Marketing Strategy
presented by
parallel interactive communications
and the building industry association of san diego
28 october 2009
2. goals for today
• Self-evaluation :: What am I doing now? How well?
• Evolution of online marketing
• The marketing pyramid
Level 1 :: Core (the basics)
Level 2 :: Interactive (social media)
Level 3 :: Dynamic (thought leadership)
• The basics + social media + thought leadership = 360 degrees of
success
• Questions and answers
3. expectations for today
• Ask questions … everyone learns that way
• No one has all the answers … success is knowing where to find them
• Social media is a marathon not a sprint … pace yourself
• Commit to learning something new today … and every day going
forward
• Technology is only scary if you make it scary ... so don’t
• Don’t reinvent the wheel if you don’t have to … learn from others’
mistakes and success
5. the marketing pyramid
Core Dynamic
• Corporate website • Innovative content
• eNewsletter
DYNAMI
highlighting unique
• SEO research, industry
surveys, new
• Online advertising technology
Interactive • Advanced social media
• INTERACTIV
Basic social media • Fully integrated, multi-
• Custom websites channel 360 degree
• Smart phone applications marketing initiatives
• eCommerce CORE
• Advanced online advertising
• Advanced SEO
6. the marketing pyramid :: core
• Purpose(s)
Establish core online presence
Satisfy due diligence requirements of target audiences
Create periodic touch points with target audiences
• Information: static
• Resources: minimal to moderate
• Components
Corporate website*
eNewsletter*
SEO (search engine optimization)*
Online advertising
7. website :: the basics
Site Analysis :: Your Site vs. Top 5 Competitors
• Homepage
Dynamic with movement, clear directives, focused
• Navigation
Hierarchical, defined by audience, easy to use
• Content
Clear, concise, tiered, SEO friendly, definitive call to action
• Design
Consistent with brand, value added visuals, interactive elements, alternate
learning paths
• Analytics
Tied to audience and call to action, measurable conversions
9. website :: the basics
• Other Questions
Do you have measures of success defined?
• What are the conversion paths?
Do you have an online calendar?
Who is the editor of your website?
• Who manages content creep, voice/tone, consistency of content
depth and adherence to core messaging?
Who manages the update cycle?
• Is it timely? Is it systematic or random?
How often do you review your website statistics?
10. eNewsletter :: the basics
• Questions to Ask
Quality of your email list
Consistency of eNewsletters (design, content, technical issues)
Frequency of eNewsletters
Tracking between online initiatives for bumps in online traffic
ROI measures
• Levels of eMail Services
ConstantContact
GoDaddy
VerticalResponse, BlueHornet
12. SEO do & don’ts :: the basics
Excerpts from “Search Engine Optimization (SEO) Do’s and Don’ts, by Colin Greig
Full article available on blog.parallelic.com
DO evaluate your competition thoroughly. What keyword statements are they targeting;
how well are they ranking?
DO create a thorough keyword strategy that is well researched for your market position,
domain expertise and target audience. Include in your keyword strategy long-tail
keyword phrases to be used in the various website tags as well as website copy.
DON’T stuff your content with too many keywords to trick the spider into increasing your
ranking. It can get you penalized and removed entirely from the search engines!
DON’T focus on the keywords you associate with your business. Consult with an expert or
speak with your customers. What keywords would *they* search for if they were
looking for a solution to their businesses problems?
DON’T rip off and duplicate someone else’s content. Search engines keep a history of
website content and if they detect another site’s copy on your website, they will
dismiss your webpage with their “duplicate content filter”, preventing it from ranking.
13. SEO do & don’ts :: the basics
DON’T try to squeeze your entire website onto a handful of pages. The more pages on
your website, the more opportunity for your to keyword optimize and rank.
DON’T over-optimize your content, turning your site into mucky keyword spam. This will
increase your bounce rate and reduce your lead generation capability.
DO write professional copy with the goal of converting website visitors into prospects.
DO write a professional, keyword rich META-DESCRIPTION for each of your pages.
DO use your keyword statements in the header tags on each webpage. (H1,H2,H3,H4,H5
and H6)
DO add image “ALT” attributes to all of your images. Write what the image is about and
include a keyword or two.
14. SEO do & don’ts :: the basics
DO use keywords in the ANCHOR TEXT of links within your website.
DO submit your website to industry specific, quality directories.
DO submit your blog & RSS feed to blog directories.
DO write articles for authoritative websites within your industry in exchange for a link
back to your website.
DO submit your press releases to PRWEB.
DO make use of the viral effects from social news and networking sites by submitting and
voting for your content.
DON’T point all of your links to your homepage. Request they point to particular pages &
sections within your website to boost the ranking ability of those particular pages as
well as increase your “deep link ratio”.
15. the marketing pyramid :: interactive
• Purpose(s)
Leverage core online presence
Generate high quality leads and/or strong revenue stream
Build brand recognition with two-way communication with target audiences
• Information: interactive
• Resources: moderate to high
• Components
Basic social media (twitter, Facebook, myspace, Linkedin)*
Custom websites (mobile, micro-site)
Smart phone applications (iPhone, Blackberry, Android Google)
eCommerce
Advanced online advertising
Advanced SEO
16. blogs :: the stats
• 55% more website
visitors for companies
that blog
• 97% more inbound
links for companies
that blog
• 434% more indexed
pages for companies
that blog
17. blog :: bia san diego
• Builds a two-way communication channel between BIA staff and members
• (+ website) Blog is most cost
effective way to communicate to
members; ‘green’; solved problem
of discontinued print publications
• Exponential growth since April
• Currently main communication
• BIA is building on eNewsletter
and blog success; launching
integrated 360 initiative
early 2010 to complete migration
to online-only communications
18. blog :: parallel insight
• Builds two-way communication channel with current and potential clients
• Goal is to distill avalanche
of online marketing articles
(blogs, tweets, seminars, etc.)
into digestible, valuable
information for clients
• Soft launch 9.1.09;
official launch 01.01.10
• Blog will be centerpiece of
thought leadership campaign
(Linkedin, twitter, Facebook);
tightly integrated into
cohesive 360 marketing initiative
20. facebook :: the numbers
• 5,000,000,000 :: The number of minutes spent on Facebook each
day
• 1,000,000,000 :: The amount of content (web links, news stories,
blog posts, notes, photos, etc.) - shared each week on Facebook
• If Facebook were a country, it would be the 8th most populated in
the world, just ahead of Japan
21. facebook :: honda usa
• Innovative campaign leveraging social media
as leading tool
• Commercials direct consumer straight to
Facebook page
• Corporate site flash also does
• Interactive video used to create movement +
real life testimonials; creates fun ‘game-like’
iphone app; very effective
• Huge response; using advocates of the
product ‘proven’ to sell their high quality
product
• Could easily translate to home building
community
22. facebook :: audi usa
• Audi keeps marketing and social
websites entirely separate from one
another
• Corporate site :: sells cars
• Facebook ::
Shows video for ‘feel’
Asks fans market data questions
via poll and survey
Contains forums for two way
communication
23. facebook :: resources
• “How to use Facebook for Business” by Hubspot
Step-by-step setup instructions
How to promote your Facebook page
Facebook groups vs. Facebook pages
Advertising on Facebook
• All resources posted on blog.parallelic.com
24. twitter :: the stats
• 1382% :: The monthly growth rate of twitter users from January -
February 2009
• 3,000,000 :: The average number of tweets per day on
twitter.com
• Visiting social sites is now the 4th most popular online activity –
ahead of personal email
25. twitter :: how do you compare
Name Rating Ranking Followers Following Updates
Target 98.1/100 103,282/ 1,440 19 0
5,460,974
Oprah 99.2/100 41.019/ 2,488,189 17 74
5,460,974
26. twitter :: how do you compare
Name Rating Ranking Followers Following Updates
Todd Gloria 95.3/100 194/ 429 272 246
5,460,974
Tipton Honda 90/100 530/ 577 1,172 17
5,460,974
27. twitter :: resources
• “How to use twitter for Business : A Beginner’s Guide” by Hubspot
How to set up an account
How to follow/be followed
twitter for marketing
twitter for public relations
• http://bit.ly (browser tool to shorten your tweet urls)
• http://twitter.grader.com (how you are doing? re: everyone else)
• All resources posted on blog.parallelic.com
28. linkedin :: the stats
• 50,000,000 :: The number of LinkedIn members
• 200 :: The number of countries and territories in which LinkedIn
members are found
• 66% :: The percentage of Linkedin members who are decision
makers or have influence in the purchase decisions at their
companies
• Executives from all Fortune 500 companies are Linkedin members
29. linkedin :: wealth management marketing
• Great example of layered use of
Linkedin
Blog
Corporate website
Facebook page
twitter
Webinar
• True thought leadership:
social media for financial industry
• Shows knowledge by implementation
of best practices
30. linkedin :: resources
• “Create an Effective Marketing Plan: The 3 Minute Marketing Association”
by Kristen Luke
http://www.viddler.com/explore/kristenluke/videos/7/24.991/
• “Linkedin: 22 Ways to Dominate”
http://www.slideshare.net/jaybaer/linkedin-22-ways-to-dominate
• “Communication in the Digital Age: It’s All About Socializing, Sharing and
Creating” by Marco Derksen
http://www.slideshare.net/marketingfacts/linked-1146960
• All resources posted on blog.parallelic.com
31. namechk :: social media tip
• www.namechk.com
• Check most social media sites
for your preferred name
• Get a brief description about
the participating social media
sites
• Go directly to the site and
register to protect your name
• All resources posted on
blog.parallelic.com
32. the marketing pyramid :: dynamic
• Purpose(s)
Leverage core online presence and interactive initiatives
Establish brand and/or company executives as thought leaders
Leverage thought leadership achievements to enrich and solidify two-
way communication with customers
• Information: dynamic and interactive
• Resources: high
• Components
Innovative content highlighting unique research, industry surveys, new
technology (eBooks, webinars, podcasts)*
Advanced social media (twitter, Facebook, Linkedin, YouTube)
Fully integrated, multi-channel 360 marketing initiatives*
33. thought leadership :: definition
Thought leader is a buzzword or article of jargon used to describe a futurist
or person recognized among peers and mentors for innovative ideas
who demonstrates the confidence to promote or share those ideas as
actionable distilled insights (thinklets).
Thought leadership is an increasingly vital driver of business success.
The term was first coined in 1994, by Joel Kurtzman, editor-in-chief
of the magazine, Strategy & Business. The term was used
to designate interview subjects for that magazine
who had contributed new thoughts to business.
34. why thought leadership?
Excerpt from “Why Thought Leadership Is Your Most Valuable Asset”, by Jon MIller
Full article available on blog.parallelic.com
• Thought leadership is one of the most valuable assets your brand can attain
• Thought leadership can help develop deeper relationships with your
customers by engaging them in non-sales, industry-relevant conversations
• Thought leadership can establish you and your firm as the ‘go-to’ source for
research, insight and interpretation of the latest news and trends
• Thought leadership can build trust among prospective customers so when
they do buy, they will want to purchase from the ‘leader’ in the industry
35. thought leadership :: how to make it work
• Have a plan that integrates all three levels of the marketing pyramid
– core, interactive and dynamic
• Be committed and consistent in your efforts
• Develop unique content
Create original research on emerging industry topics
Provide valuable insight and analysis on topical industry topics
Be a solution to specific problems
• Maximize the impact of your work by utilizing the power of online
tools (blogs, eBooks, webinars, eNewsletters, twitter, Linkedin, etc.)
38. additional resources
• “22 Tools for Social Media” (with examples) by Pet Kim
• “10 WordPress Blog Plug-ins to Promote Your Social Media Profiles”
by Selena M Bowlby
• “5 Advanced Social Media Strategies for Small Businesses” by Samir
Balwani
• All articles are available on blog.parallelic.com
New articles posted each week
Sign up for twitter to be notified – parallelic
Blog Editorial Calendar
• November 2009 – Social Media :: Tips & Tricks
• December 2009 – eNewsletters :: What Works
• January 2010 – Thought Leadership :: eBooks
39. contact parallel interactive
Parallel Interactive Communications
Corporate site :: www.parallelic.com
Blog :: Parallel Insight :: http://blog.parallelic.com
Steve Saars
Partner, Chief Marketing Strategist
619.507.8278
ssaars@parallelic.com
http://www.linkedin.com/in/stevesaars
Lisa Marie Shaul
Partner, Client Services
619.894.2333
lshaul@parallelic.com
http://www.linkedin.com/in/lmshaul
Editor's Notes
Site Analysis :: You vs. Top 5 Competitors Homepage (dynamic with movement?, clear directives to audiences on what to do to drill down, does it focus the user on top level call to actions?) Navigation (in order of importance, defined by audiences if significantly different) Content (clear – no-corporate speak, concise – bullets not paragraphs, current, tiered – core content with sidebars and callouts, SEO friendly – content contains core search phrases yet still understandable, prominent call to action --- tell them in ‘bold’ what you want them to do on every page) Design (in keeping with branding guidelines – go for bigger/mom & pop look is a huge no-no, present value added visuals for content (complicated processes or boring content need visuals to keep your audience interested, reinforce core messages – most people don’t read paragraphs of content… use video or animations to create an alternate learning path for key messages but don’t over do it) (all information could be in notes… if we want to clean up slide)
Soft launch is meant to ensure consistency of implementation, quality of content, and orderly internal ramp up as resources. Goal is to distill avalanche of online marketing articles (blogs, tweets, seminars, etc.) into digestible, valuable information to assist our clients to stay on top of the ever-changing online marketing environment.
Innovative industry leading campaign leveraging social media as the leading tool Commercials direct consumer straight to the face book page Corporate site homepage flash piece does the same Interactive video is used to create movement and use real life testimonials; as well as create some fun ‘game-like’ iphone app play with the hearts--- very effective Notice the ‘huge’ response already for fans for such a new campiagn… using advocates of the product ‘proven’ to sell their high quality product Could easily translate to the home building community
Innovative industry leading campaign leveraging social media as the leading tool Commercials direct consumer straight to the face book page Corporate site homepage flash piece does the same Interactive video is used to create movement and use real life testimonials; as well as create some fun ‘game-like’ iphone app play with the hearts--- very effective Notice the ‘huge’ response already for fans for such a new campiagn… using advocates of the product ‘proven’ to sell their high quality product Could easily translate to the home building community
Innovative industry leading campaign leveraging social media as the leading tool Commercials direct consumer straight to the face book page Corporate site homepage flash piece does the same Interactive video is used to create movement and use real life testimonials; as well as create some fun ‘game-like’ iphone app play with the hearts--- very effective Notice the ‘huge’ response already for fans for such a new campiagn… using advocates of the product ‘proven’ to sell their high quality product Could easily translate to the home building community