This document discusses digital and new media marketing strategies using Web 2.0. It notes the rise of social media platforms and user-generated content. Key concepts covered include social software, folksonomy, the long tail, architecture of participation, and inbound marketing. Specific tactics recommended are blogs, social networks, videos, mobile apps, and communities to build awareness, capture leads, and nurture customers. Search engine optimization, content marketing, and community engagement are emphasized.

1. Digital and New Media Marketing; Innovating with Web 2.0John Stone

2. Today’s Discussion New Media Landscape Web 2.0 Experience Awareness and Visibility Social Media and Social Networks Communities

3. The New Media Ecosystem 200M million blogs Bloggers are mainstream 5,000 Social networks 2 million photos added to Flickr daily 5 million daily Twitter messages Average age of evening news viewer: 60 YOUR BRAND

4. New Marketing & Sales… 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 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.

5. “The value of a network is proportional to the square of the number of connected users” - Robert Metcalf The Network Effect

6. 1920s – 1980s 3 Major Media Channels Blog search engine Technorati is currently tracking more than 112 million blogs

7. Web 2.0 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.

8. The New Model for Information Localized Dynamic Atomized Relevant Information in Web 2.0 Mashable Mobile Sharable

10. Social Software

11. Mobile Applications

12. Folksonomy

13. The Long Tail

15. Social Software

16. Folksonomy Users categorize information in ways that make sense to them Freely chosen keywords Collaborative tagging Pivot-Browsing Tag Clouds

17. The Long Tail Niche markets Shift of power to consumers Long tail controls markets The web enables you to connect along the long tail

18. A Site In Development

20. A Framework For Strategies 1 Awareness Brand Predisposition Interest 2 Openness to Multiple Brands Consider 3 Evaluate “In Store” Decisions Commit 4 Active and Passive Loyalty Customers Advocates A 3% increase across key stages can deliver 50% more sales

21. Delivering Web 2.0: Maturity Model

22. Google- A Window to Audience Intent “Database of Intentions” - John Battelle

23. Visibility: Organic vs. Paid Search Organic Search is Best Free More traffic Smarter people Longer lasting Organic Results 75% Clicks

24. multi-sensor enrollment enterprise biometrics triad biometrics (database of intentions) authentication software (visitors) (keywords & seo) website <a href=“http://www.x.com> digital persona </a> multi-sensor enrollment, digital persona website website <a href=“http://www.x.com> multi-sensor </a> (links) website (content) <a href=“http://www.x.com> digital enrollment </a> website website (the web) website website website website website website website website website website website website website website website Inbound Marketing

25. multi-sensor enrollment enterprise biometrics triad biometrics (database of intentions) authentication software (visitors) (keywords & seo) website <a href=“http://www.x.com> digital persona </a> multi-sensor enrollment, digital persona website website <a href=“http://www.x.com> multi-sensor </a> (links) website (content) <a href=“http://www.x.com> digital enrollment </a> website website (the web) website website website website website website website website website website website website website website website Inbound Marketing

26. multi-sensor enrollment enterprise biometrics triad biometrics (database of intentions) authentication software (visitors) (keywords & seo) website <a href=“http://www.x.com> digital persona </a> multi-sensor enrollment, digital persona website website <a href=“http://www.x.com> multi-sensor </a> (links) website (content) <a href=“http://www.x.com> digital enrollment </a> website website (the web) website website website (offer) website website website website (crm) website website website (lead conversion) website website website website website Inbound Marketing

27. multi-sensor enrollment enterprise biometrics triad biometrics (database of intentions) authentication software (visitors) (keywords & seo) website <a href=“http://www.x.com> digital persona </a> multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona multi-sensor enrollment, digital persona website website <a href=“http://www.x.com> multi-sensor </a> (links) website (content) <a href=“http://www.x.com> digital enrollment </a> website website (the web) website website website (offer) website website website website (crm) website website website (lead conversion) website website website website website Inbound Marketing

29. Blogs

30. Tools

31. Videos, photos, etc

32. Social Mediasphere

33. Blogosphere

34. Directories

35. Partners

36. Press Releases

37. Answers, Forums, etc

38. Keywords

39. Search Volume

40. Relevance

41. Competition

42. Page Title, Tags

43. Meta Data

45. Usability: Access and Ease of Use Mobile, Sharable, RSS Good Information Architecture User intent-driven Navigation, 1-2 clicks, Breadcrumb Tagging and Folksonomy and access to User Generated Content Know your audience!

46. Branding and Design: Visual Impact Brand Architecture Attitude and personality Strong visual Design and Layout Typography, color and visual media

47. Functionality & Conversion: Web 2.0 Services Search & Information Access Rich internet applications (Ajax) Data Feeds, / Share / Mashups Configurators Multi-media Logical Conversion Points & Landing Pages Value Proposition, Opt-in

48. Social Media A shift in how people discover, read and share news, information and content. People connect and form relationships for personal, political and business use. Highly accessible and scalable publishing.

49. Email & eNewsletters Still important: Keep in front of your audience Content and Value Text vs. HTML A-B Testing Tracking Syndication RSS Event promotion Opt-in points

50. Articles, Links, Podcasts, Blogs, Photos, Video, etc… Subscribe to a feed and automatically receive updates Search-based feeds to helps content find you Subscriptions are free RSS can be used for digital publishing and newsletters SUBSCRIBE Feed Readers, Aggregators, Flash, Google Desktop, iTunes, etc… RSS – Really Simple Syndication

51. Mobile Extend Reach Location-based services Mashups Game Marketing Customer Service News, weather, sports, Productivity Community & social networking

52. Wikis Collaborative Authoring “Crowd Source” 2.1 Million Articles User-edited content Content changes must by approved Articles are cross-indexed Searchable Archive Customer Support & Self Service

53. Blogs A web site of posts published in reverse-chronological order Dynamic content Transparent Customers, Channels, Employees Increase awareness Influencers across the blogosphere

54. Blogger Impact Jeff Jarvis coins phrase “Dell Hell” in his blog Comments publicized by New York Times and Business Week Dell responds by creating Direct 2 Dell blog

55. Blog Syndication Align individual and corporate goals Newsletter Syndication RSS based Compliance workflow is key

57. Facebook Presence, Sharing New Identities – Social/ Work Transparency Groups, Fans, Events Brand Awareness Syndication (e.g. Tweets, Links)

58. Twitter Social and Political Revolution News, trends Listening, Conversations Syndication & Retweets Sales Conversation Customer Service Find Experts, Communities It’s Another Channel

60. LinkedIn Professional Networking Content Syndication Inbound Links Groups and Community

61. YouTube Participation, DIY Crowd-sourced Syndication Free Community Asynchronous SEO

62. Social Bookmarking / Open Social Web 2.0 services allow users to share links Easily integrate with existing Web 2.0 sites Free marketing Links to RSS Articles drive traffic back

63. Listening What is the conversation about your brand Where to Listen: Relevant Forums Technorati Google Blog Search Twitter Google Alerts Advanced listening systems and dashboards Determine the sentiment Participation in the conversations

64. Communities and Forums Share media, communicate, innovate Foster brand passion, advocacy Encourage DIY Maintain and view member profiles Participant empowerment Online focus groups / R&D

65. Community: Dell

66. Podcasts Communication with subscribed listeners Better reach and online visibility Sales & conversion rates Ability to offer richer content, greater loyalty Differentiate

67. Virtual “Books” Training, handbooks, reference guides, product guides, manuals Richer content, greater loyalty Green Screen Video, testing, live instructor interaction Searchable, Indexed using a familiar Book and Bookshelf Metaphor Trackable for commerce, credits

68. Events and Webinars Registration Event Experience Webinars Twebinars Lead Nurture Inbound “Permission” Model “Tweetups” - Community

69. A Platform Approach Audience Intelligence

70. Key Takeaways Web 2.0 and New Media – part of your sales and service delivery strategies Drive Awareness with blogs and presence tools like Twitter and Facebook Listen with tools to find where people are talking about your product and services Capture Leads with SEM, SEO and conversion points in a closed-loop model Nurture Leads with content marketing, email newsletter, and community Educate Audience and touch with tools like Twitter and Facebook, YouTube and/or your own private social network Drive R&D – with listening tools and touch tools like Twitter, as well as community platforms

71. Thank You John Stone M: 617-686-7305 jcstone@revenuearchitects.com Revenue Architects Consulting Partner with CrossTech Partners Business Communications with www.Nota-Bene.com