up ideas for a down economy

Web Marketing: up ideas for a down economy16 November, 2010

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How will budgets change?

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Effectiveness of tactics

Mike Schultz & John Doerr, 2009

• 60-70% buyers of professional services use:➔ Referrals➔ Personal Recognition or awareness➔ In-person seminar➔ Presentation at a conference

• 50-60% use:➔ Website➔ Articles / News stories➔ Exhibit ➔ Case studies

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• 40-50% use:➔ Articles written by provider➔ Telephone➔ Newsletter➔ Webinar➔ White Papers

• Social Media / blogs ➔ 24% buyers are very/somewhat likely to use to identify /

learn more about professional service providers

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Mike Schultz & John Doerr, 2009

A walk down memory lane…

A fundamentally different approach…

Game time! Brand or publisher?

Brand or Publisher?

Brand or Publisher?

Brand or Publisher?

Brand or Publisher?

Brand or Publisher?

Brand or Publisher?

Brand or Publisher?

Brand or Publisher?

Brand or Publisher?

Brand or Publisher?

What might be considered some best practices within the

professional services industry?

Registration has increased

Video results in higher site traffic

(27%)

Thought leadership

Hay Group website

Why are you here today?

Links to social media campaigns

Hay Group enewsletter

Hay Group Twitter account

Regular Tweets!

Hay Group event microsite

Integrated with LinkedIn

Short, sharp, link to more

Driving traffic to the webvia email marketing

Trendspotting and “up” ideas – is there a magic bullet?

Tips and take-aways

View internet as a buying engine

Look beyond the CMS - Platform Audit

Apply content-driven analytics

Examine org chart and talent requirements

What vendors, what projects?

Questions & our contact details

Gail Hageman: ghageman@hunton.com

Stephen DiGennaro: stephen.digennaro@aporter.com

Leigh George: lgeorge@r2integrated.com

Nancy Slome: nancy@1to1interactive.com

Anthony Green: anthony.green@concepglobal.com

• Becoming a publisher (from Leigh George, R2integrated)➔ Added technology to support distribution (tools, calculators, etc.)➔ Compelling content your audience finds valuable and wants to share➔ Syndicated promotion in industry and business media that are

information sources for your audiences➔ Shifted internal responsibilities to staff content creation and community

management positions (events, social media, etc.)

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Additional resources

• Adapting the organization (Leigh George, R2integrated)

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Additional resources

Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools

Strategy Creative Development Management

Content Author Community Manager Technical Support

Skill Sets Layer

Engagement Layer

Platform Layer

• Video➔ Orrick: http://www.orrick.com/news_events/multimedia.asp#videos

➔ Arnold & Porter: http://www.arnoldporter.com/multimedia.cfm?u=VIDEOCASTEnvironmentalRemediationCostsandtheGovernmentContractor&action=view&id=20&t=multimedia

➔ Reznick Group: http://www.youtube.com/watch?v=Q9L-8G_KAso

➔ Townsend: http://www.townsend.com/Who/default

➔ Hay Group: http://www.haygroup.com/ww/media/Details.aspx?ID=27997

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Additional resources