web 2 0/social media presentation v2
Post on 10-May-2015
1.981 Views
Preview:
DESCRIPTION
TRANSCRIPT
Social Media Optimization – What B2B Marketers Need to Know About Web 2.0
Understanding the Marketing Opportunities in Web 2.0Bernie Borges – Find and ConvertOctober 23, 2008
Copyright 2007 - 2008 Find and Convert2
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
Copyright 2007 - 2008 Find and Convert3
What is Web 2.0? Web 2.0 Components & Attributes
• RSS• UGC • Blogs• Social Networking Sites• Podcasts• Wikis• SaaS
Case Study Recommendations & Ideas
Topics
Copyright 2007 - 2008 Find and Convert4
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.
Copyright 2007 - 2008 Find and Convert5
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?
Copyright 2007 - 2008 Find and Convert6
What is Web 2.O?
“Web 1.0”
“Web 2.0”Read-Only Web
Read-Write Web
Copyright 2007 - 2008 Find and Convert7
Web 2.0 Picture
Share
Publish Network
digg
StumbleUpon
Del.icio.us
Blogs
YouTube
Flickr
MySpace
BOOMj
Copyright 2007 - 2008 Find and Convert8
Marketing 2.0
Copyright 2007 - 2008 Find and Convert9
RSS Blogs Social Networking Sites Podcasts Video Wikis UGC SaaS
Web 2.O / Social Media Components
Copyright 2007 - 2008 Find and Convert10
Technology• RSS, XML, AJAX
Bandwidth Proliferation• WiFi, High Speed Access
Social Culture of Communication• Communities Offer Collective Intelligence
Web 2.O Drivers
Copyright 2007 - 2008 Find and Convert11
Web 2.0 Lifecycle of Interaction
Source: The Value of Many, Neighborhood America
Copyright 2007 - 2008 Find and Convert12
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
Copyright 2007 - 2008 Find and Convert13
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
Copyright 2007 - 2008 Find and Convert14
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.
Really Simple Syndication (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.
Copyright 2007 - 2008 Find and Convert15
RSS Example (iGoogle)
Copyright 2007 - 2008 Find and Convert16
Marketing 2.0
Copyright 2007 - 2008 Find and Convert17
Subscribed conversations Like minded people Public conversations Honest communication Plain English Easy to digest Link centric Tag, comment, modify, submit…
Blogs
Copyright 2007 - 2008 Find and Convert18
Blogs Growth
Copyright 2007 - 2008 Find and Convert19
Technical/Product Thought Leadership Tips/Best Practices Opinion Contrarian Controversy Marketing/PR Entertainment
Blog Strategies
• Personality
• Commitment
• Consistency
Copyright 2007 - 2008 Find and Convert20
Copyright 2007 - 2008 Find and Convert21
Blog Content Marketing
Copyright 2007 - 2008 Find and Convert22
Blog Marketing Benefits
SEO Friendly Content & URLs Link Centric Authentic Conversations Builds Community Builds Credibility Has Reach Social Viral
Copyright 2007 Find and Convert23
(Blog) Content is King
http://www.junta42.com/top_42_content_marketing_blogs/
Copyright 2007 Find and Convert24
Blog Content Marketing
Copyright 2007 Find and Convert25
Blog Content Marketing
Copyright 2007 Find and Convert26
Blog Content Marketing
http://blogsearch.google.com/
Copyright 2007 Find and Convert27
Blog Content Marketing: DIGG it
Copyright 2007 Find and Convert28
Slide Content Marketing
http://www.slideshare.net/bernbay/tampa-bay-ceo-breakfast-web-20
Copyright 2007 - 2008 Find and Convert29
Marketing 2.0
Copyright 2007 - 2008 Find and Convert30
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
Copyright 2007 - 2008 Find and Convert31
Copyright 2007 - 2008 Find and Convert32
Twitter http://search.twitter.com
Copyright 2007 - 2008 Find and Convert33
Will Twitter Explode or Fade?
http://images.businessweek.com/ss/08/05/0515_twitter/index_01.htm
Copyright 2007 - 2008 Find and Convert34
Twitter in the Enterprise
Copyright 2007 - 2008 Find and Convert35
Twitter in the Enterprise
http://www.yammer.com/
Copyright 2007 - 2008 Find and Convert36
Twitter in the Enterprise
Copyright 2007 - 2008 Find and Convert37
Twitter in the Enterprise
Copyright 2007 - 2008 Find and Convert38
Twitter in the Enterprise
Copyright 2007 - 2008 Find and Convert39
Twitter Applications
Copyright 2007 - 2008 Find and Convert40
Marketing 2.0
Copyright 2007 - 2008 Find and Convert41
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
Copyright 2007 - 2008 Find and Convert42
Social Networking Sites Market Share
Copyright 2007 - 2008 Find and Convert43
Social Networking Sites - Facebook
Copyright 2007 - 2008 Find and Convert44
Using Facebook for Business
Copyright 2007 - 2008 Find and Convert45
Groups in Facebook
Copyright 2007 - 2008 Find and Convert46
Groups in Facebook
Copyright 2007 - 2008 Find and Convert47
Facebook Applications
http://online.wsj.com/article/SB118886348147516379.html?mod=technology_featured_stories_hs
Copyright 2007 - 2008 Find and Convert48
Social Networking Case Study: Information Builders Inc.
http://www.ittoolbox.com
Copyright 2007 - 2008 Find and Convert49
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
Copyright 2007 - 2008 Find and Convert50
Social Networking Case Study: Information Builders
Copyright 2007 - 2008 Find and Convert51
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
Copyright 2007 - 2008 Find and Convert52
Marketing 2.0
Copyright 2007 - 2008 Find and Convert53
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
Copyright 2007 - 2008 Find and Convert54
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
Copyright 2007 - 2008 Find and Convert55
Podcasting Basics: B2B
http://www.findandconvert.com/blog/2008/sweat-seo-details/
Copyright 2007 - 2008 Find and Convert56
Podcasting: B2B
Copyright 2007 - 2008 Find and Convert57
Podcasting: B2B
Copyright 2007 - 2008 Find and Convert58
Podcast Growth Projections
Copyright 2007 - 2008 Find and Convert59
Podcast B2B Marketing
Copyright 2007 - 2008 Find and Convert60
Marketing 2.0
Copyright 2007 - 2008 Find and Convert61
Social Media Marketing Through Video
Copyright 2007 - 2008 Find and Convert62
Leveraging Channels in YouTube
Copyright 2007 - 2008 Find and Convert63
The Power of Viral Video
Copyright 2007 - 2008 Find and Convert64
• 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
Copyright 2007 - 2008 Find and Convert65
Wiki: B2B
Copyright 2007 - 2008 Find and Convert66
Marketing 2.0
Copyright 2007 - 2008 Find and Convert67
• 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
Copyright 2007 - 2008 Find and Convert68
Software as a Service (SaaS): B2B
Copyright 2007 - 2008 Find and Convert69
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 2007http://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.
Copyright 2007 - 2008 Find and Convert70
Searching for SEO
Copyright 2007 - 2008 Find and Convert71
B2B Technology Buyers: Who Found Who?
Copyright 2007 - 2008 Find and Convert72
Marketing 2.0
Copyright 2007 - 2008 Find and Convert73
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
Copyright 2007 - 2008 Find and Convert74
Measuring Web 2.0/Social Media Results
Social Media Monitoring Services
BlogpulseBuzzmetricsGoogle AnalyticsGoogle Webmaster ToolsGoogle AlertsGooble BlogsearchRadian6TechnoratiTrendpediaTrendrr
Copyright 2007 - 2008 Find and Convert75
Web 2.0 Actions to Consider
Web 2.0 actions you can take. Interact with others and allow interactionwith 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!
Copyright 2007 - 2008 Find and Convert76
For more conversation…
Bernie Borges
Email: bernie@findandconvert.com
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%
top related