Web 2 0/Social Media Presentation V2

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

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

What is Web 2.0? Web 2.0 Components & Attributes

• RSS• UGC • Blogs• Social Networking Sites• Podcasts• Wikis• SaaS

Case Study Recommendations & Ideas

Topics

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.

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?

“Web 1.0”

“Web 2.0”Read-Only Web

Read-Write Web

Web 2.0 Picture

Publish Network

StumbleUpon

Del.icio.us

YouTube

Twitter

Flickr

MySpace

Facebook

Marketing 2.0

RSS Blogs Social Networking Sites Podcasts Video Wikis UGC SaaS

Web 2.O / Social Media Components

Technology• RSS, XML, AJAX

Bandwidth Proliferation• WiFi, High Speed Access

Social Culture of Communication• Communities Offer Collective Intelligence

Web 2.O Drivers

Web 2.0 Lifecycle of Interaction

Source: The Value of Many, Neighborhood America

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

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

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.

RSS Example (iGoogle)

Marketing 2.0

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

Blogs Growth

Technical/Product Thought Leadership Tips/Best Practices Opinion Contrarian Controversy Marketing/PR Entertainment

Blog Strategies

• Personality

• Commitment

• Consistency

Blog Content Marketing

Blog Marketing Benefits

SEO Friendly Content & URLs Link Centric Authentic Conversations Builds Community Builds Credibility Has Reach Social Viral

(Blog) Content is King

http://www.junta42.com/top_42_content_marketing_blogs/

http://blogsearch.google.com/

Blog Content Marketing: DIGG it

Slide Content Marketing

http://www.slideshare.net/bernbay/tampa-bay-ceo-breakfast-web-20

Marketing 2.0

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

Twitter

Twitter http://search.twitter.com

Will Twitter Explode or Fade?

http://images.businessweek.com/ss/08/05/0515_twitter/index_01.htm

Twitter in the Enterprise

http://www.yammer.com/

Twitter Applications

Marketing 2.0

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

Social Networking Sites Market Share

Social Networking Sites - Facebook

Using Facebook for Business

Groups in Facebook

Facebook Applications

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

Social Networking Case Study: Information Builders Inc.

http://www.ittoolbox.com

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

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

Marketing 2.0

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

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

Podcasting Basics: B2B

http://www.findandconvert.com/blog/2008/sweat-seo-details/

Podcasting: B2B

Podcast Growth Projections

Podcast B2B Marketing

Marketing 2.0

Social Media Marketing Through Video

Leveraging Channels in YouTube

The Power of Viral Video

• 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

Wiki: B2B

Marketing 2.0

• 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

Software as a Service (SaaS): B2B

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.

Searching for SEO

B2B Technology Buyers: Who Found Who?

Marketing 2.0

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

Social Media Monitoring Services

BlogpulseBuzzmetricsGoogle AnalyticsGoogle Webmaster ToolsGoogle AlertsGooble BlogsearchRadian6TechnoratiTrendpediaTrendrr

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!

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

Web 2 0/Social Media Presentation V2

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