The document discusses various components of Web 2.0 and social media that are relevant for B2B marketers, including blogs, RSS, social networking sites, podcasts, videos, wikis, and software as a service. It provides examples and recommendations for how to utilize these channels for marketing purposes, highlighting benefits like SEO, building communities, and viral marketing. The key takeaway is that B2B companies should engage with various social media to find and convert leads on the web.

1. Social Media Optimization – What B2B Marketers Need to Know About Web 2.0 Understanding the Marketing Opportunities in Web 2.0 Bernie Borges – Find and Convert October 23, 2008

2. Bernie Borges: Founder, Find and Convert 20 + years marketing Enterprise software & Internet industries Past 6 years providing: Internet marketing strategic consulting Search engine optimization Pay-per-Click advertising management Visitor conversion strategies Web 2.0 strategies Podcast services Help B2B companies find and convert leads on the web

3. What is Web 2.0? Web 2.0 Components & Attributes RSS UGC Blogs Social Networking Sites Podcasts Wikis SaaS Case Study Recommendations & Ideas Topics

4. Company Size Product Focus Geographic Sales Coverage Experience Level with Web 2.0 topics Audience Poll Have you recently responded to intrusive marketing? e.g., cold call, direct mail, etc.

5. http://en.wikipedia.org/wiki/Web_2 Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites , wikis , and folksonomies — which aim to facilitate creativity , collaboration, and sharing between users. "Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform , and an attempt to understand the rules for success on that new platform." [4] Web 2.0 is all about collabaration and conversations with communities of people with something in common who interact with each other. What is Web 2.O?

6. What is Web 2.O? “ Web 1.0” “ Web 2.0” Read-Only Web Read-Write Web

7. Web 2.0 Picture Share Publish Network reddit digg StumbleUpon Del.icio.us Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn BOOMj

8. Marketing 2.0

9. RSS Blogs Social Networking Sites Podcasts Video Wikis UGC SaaS Web 2.O / Social Media Components

10. Technology RSS, XML, AJAX Bandwidth Proliferation WiFi, High Speed Access Social Culture of Communication Communities Offer Collective Intelligence Web 2.O Drivers

11. Web 2.0 Lifecycle of Interaction Source: The Value of Many, Neighborhood America

12. Low Cost Implementation Release early and often Research, find, go… Loyalty Communities, trust, relationships Marketing/PR Viral affects are huge SEO Multiple locations of content Link centric Web 2.O /Social Media Benefits

13. Staff Allocation Revise job descriptions Research Find your communities Start by Listening See what you learn… Be Patient Yes, it takes time to see results Measure Traffic, buzz, brand, sales cycles, referrals, etc. Web 2.O /Social Media Implications

14. RSS http://en.wikipedia.org/wiki/RSS_(file_format) RSS is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts . [2] An RSS document (which is called a "feed" or "web feed" [3] or "channel") contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with web sites in an automated manner that can be piped into special programs or filtered displays. [3] RSS content can be read using software called an " RSS reader ", "feed reader " or an " aggregator ", which can be web-based or desktop-based . The user subscribes to a feed by entering the feed's link into the reader or by clicking an RSS icon in a browser that initiates the subscription process. The RSS reader checks the user's subscribed feeds regularly for new content , downloading any updates that it finds and provides a user interface to monitor and read the feeds. R eally S imple S yndication (RSS 2.0) RDF Site Summary (RSS 1.0 and RSS 0.90) Rich Site Summary (RSS 0.91). RSS formats are specified using XML , a generic specification for the creation of data formats. Although RSS formats have evolved since March 1999, [4] the RSS icon (" ") first gained widespread use in 2005/2006.

15. RSS Example (iGoogle)

16. Marketing 2.0

17. Subscribed conversations Like minded people Public conversations Honest communication Plain English Easy to digest Link centric Tag, comment, modify, submit… Blogs

18. Blogs Growth

19. Technical/Product Thought Leadership Tips/Best Practices Opinion Contrarian Controversy Marketing/PR Entertainment Blog Strategies Personality Commitment Consistency

21. Blog Content Marketing

22. Blog Marketing Benefits SEO Friendly Content & URLs Link Centric Authentic Conversations Builds Community Builds Credibility Has Reach Social Viral

23. (Blog) Content is King http://www.junta42.com/top_42_content_marketing_blogs/

24. Blog Content Marketing

25. Blog Content Marketing

26. Blog Content Marketing http:// blogsearch.google.com /

27. Blog Content Marketing: DIGG it

28. Slide Content Marketing http://www.slideshare.net/bernbay/tampa-bay-ceo-breakfast-web-20

29. Marketing 2.0

30. Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters ) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging , instant messaging , email , MP3 or the web . The most popular service is called Twitter , which was launched in July 2006 and won the Web Award in the blog category at the 2007 South by Southwest Conference in Austin, Texas . [1] The main competitor to Twitter is Jaiku . The popular social networking websites Facebook and MySpace also have a micro-blogging feature, called "status update". Micro-blogging is about “what are you doing right now.” Micro Blogs http:// en.wikipedia.org /wiki/Micro-blogging

31. Twitter

32. Twitter http://search.twitter.com

33. Will Twitter Explode or Fade? http://images.businessweek.com/ss/08/05/0515_twitter/index_01.htm

34. Twitter in the Enterprise

35. Twitter in the Enterprise http://www.yammer.com/

36. Twitter in the Enterprise

37. Twitter in the Enterprise

38. Twitter in the Enterprise

39. Twitter Applications

40. Marketing 2.0

41. A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software . Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat , messaging , email , video , voice chat , file sharing , blogging , discussion groups , and so on. Social Networking Sites http:// en.wikipedia.org/wiki/Social_network_service

42. Social Networking Sites Market Share

43. Social Networking Sites - Facebook

44. Using Facebook for Business

45. Groups in Facebook

46. Groups in Facebook

47. Facebook Applications http://online.wsj.com/article/SB118886348147516379.html?mod= technology_featured_stories_hs

48. Social Networking Case Study: Information Builders Inc. http:// www.ittoolbox.com

49. Social Networking Case Study: Information Builders Inc. Goal – generate leads from target rich social networking site without being intrusive by using leadership white papers Tactics Study members interest (1 year) Identify mix of white paper topics Promote white papers through RSS, permission email, network’s white paper resource Set up registration with lead qualification fields

50. Social Networking Case Study: Information Builders

51. Social Networking Case Study: Information Builders Results Exceeded lead goals by 42% 750% ROI from new sales from leads Identified the topics of most interest Established thought leadership in community Proved merit of slow, patient approach Proved value of targeted social networking marketing campaigns

52. Marketing 2.0

53. A podcast is a digital media file, or a related collection of such files, which is distributed over the Internet using syndication feeds for playback on portable media players and personal computers . Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom . Podcasting: B2B http:// en.wikipedia.org /wiki/Podcasting

54. Identify Content Tips Trends White Papers Reports Select Show Format Blog Post Show Notes (for SEO) Submit to Podcast Directories Track Subscriptions & Downloads Build Loyalty Make an Offer (CTA) Podcasting Strategies: B2B

55. Podcasting Basics: B2B http://www.findandconvert.com/blog/2008/sweat-seo-details /

56. Podcasting: B2B

57. Podcasting: B2B

58. Podcast Growth Projections

59. Podcast B2B Marketing

60. Marketing 2.0

61. Social Media Marketing Through Video

62. Leveraging Channels in YouTube

63. The Power of Viral Video

64. A wiki is a type of computer software that allows users to easily create, edit and link web pages. Wikis are often used to create collaborative websites , power community websites, and are increasingly being installed by businesses to provide affordable and effective Intranets or for use in Knowledge Management . One of the best-known wikis is Wikipedia . [2] Wiki: B2B http:// en.wikipedia.org /wiki/Wiki

65. Wiki: B2B

66. Marketing 2.0

67. Software as a service ( SaaS ) is a software application delivery model where a software vendor develops a web-native software application and hosts and operates (either independently or through a third-party) the application for use by its customers over the Internet. Customers do not pay for owning the software itself but rather for using it. They use it through an API accessible over the Web and often written using Web Services or REST . The term SaaS has become the industry preferred term, generally replacing the earlier terms Application Service Provider (ASP) and On-Demand . Software as a Service (SaaS): B2B http:// en.wikipedia.org/wiki/Software_as_a_Service

68. Software as a Service (SaaS): B2B

69. Which type of Web 2.0 medium have you deployed in a marketing program in the past year? Web 2.0: Survey Results The B2BWeb 2.0 Tools Report – August 2007 http://www.directimpactnow.com/leadgentools/web2-tools-directory.html Value Count Percent Blogs 133 70% RSS 108 57% Podcasts 99 52% Videocasts 76 40% Social Networks / Communities 75 40% Wikis 42 22% 189 representatives of companies actively engaged in B2B marketing.

70. Searching for SEO

71. B2B Technology Buyers: Who Found Who?

72. Marketing 2.0

73. Traffic URL trackbacks from blogs, etc. Brand Development Stronger recognition Referrals Shorter sell cycles Lead Development Prospects study blogs, other Web 2.0 properties Measuring Web 2.0/Social Media Results

74. Measuring Web 2.0/Social Media Results Social Media Monitoring Services Blogpulse Buzzmetrics Google Analytics Google Webmaster Tools Google Alerts Gooble Blogsearch Radian6 Technorati Trendpedia Trendrr

75. Web 2.0 Actions to Consider Web 2.0 actions you can take. Interact with others and allow interaction with your website. Subscribe to RSS-enabled content RSS-enable your content Propagate content: image, video or audio files Upload slides to www.slideshare.net Set up Twitter accounts Podcast on topics in which you are expert Set up S.N. profiles/groups Create a wiki Open the door for conversations with customers and prospects!

76. For more conversation… Bernie Borges Email: [email_address] Website: http:// www.findandconvert.com / Blog: http:// www.findandconvert.com /blog/ Twitter: http:// twitter.com/berniebay Office: 727-234-0952 ext. 1001 Cell: 727-421-5460 70%