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 DiscussionNew Media LandscapeWeb 2.0 ExperienceAwareness and VisibilitySocial Media and Social NetworksCommunities

3. The New Media Ecosystem200M million blogs Bloggers are mainstream5,000 Social networks2 million photos added to Flickr daily5 million daily Twitter messagesAverage age of evening news viewer: 60YOUR 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 channelsTraditional 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 MetcalfThe Network Effect

6. 1920s – 1980s3 Major Media ChannelsBlog search engine Technorati is currently tracking more than 112 million blogs

7. Web 2.0A 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 InformationLocalizedDynamicAtomizedRelevantInformation in Web 2.0MashableMobileSharable

9. Web 2.0 ConceptsArchitecture of Participation

10. Social Software

11. Mobile Applications

12. Folksonomy

13. The Long Tail

14. Rich Internet ApplicationsArchitecture of ParticipationUser Generated ContentUsers are publishers and consumers“Crowd Source”

15. Social Software

16. FolksonomyUsers categorize information in ways that make sense to themFreely chosen keywordsCollaborative taggingPivot-BrowsingTag Clouds

17. The Long TailNiche marketsShift of power to consumersLong tail controls marketsThe web enables you to connect along the long tail

18. A Site In Development

20. A Framework For Strategies1AwarenessBrand PredispositionInterest2Openness to Multiple BrandsConsider3Evaluate“In Store” DecisionsCommit4Active and Passive LoyaltyCustomersAdvocatesA 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 SearchOrganic Search is BestFreeMore trafficSmarter peopleLonger lastingOrganic Results75% Clicks

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28. Visibility: SEOOff Page = 75%On Page = 25%Remarkable Content

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

44. XML Site MapContent: What to publish?Blog ArticlesPodcastsVideosPhotosPresentationseBooks / vBooksNews Releases

45. Usability: Access and Ease of UseMobile, Sharable, RSSGood Information ArchitectureUser intent-driven Navigation, 1-2 clicks, BreadcrumbTagging and Folksonomy and access to User Generated ContentKnow your audience!

46. Branding and Design: Visual ImpactBrand ArchitectureAttitude and personalityStrong visual Design and LayoutTypography, color and visual media