Internet Strategy in the web 2.0 era
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Transcript of Internet Strategy in the web 2.0 era
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PresentationBjörn Jeffery
CEO & Internet strategist at Good Old
Our offer: strategy and development within digital media
Clients include: Sydsvenskan, Veckorevyn.com, Broström
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contact: [email protected], +46 (0)70-5661946
AgendaIntroduction /
Incentives for interaction /
Your web presence /
Conclusion /
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contact: [email protected], +46 (0)70-5661946
“External collaboration plays a key role in nearly 50 percent of
P&G's products. We've collaborated with outside
partners for generations but the importance of these alliances
has never been greater”A. G Lafley, Chairman of the Board and
Chief Executive Officer, Proctor & Gamble
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contact: [email protected], +46 (0)70-5661946
Web 2.0 - still?Yes, it’s still about interaction /
On your sites, and on other sites /
Today I’ll give a few tools to use when getting it right /
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Complete strategyYour sites /
External sites /
Social media /
Advertising /
SEO/SEM /
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contact: [email protected], +46 (0)70-5661946
Blue oceanWho are your customers? /
Are there other target groups that you want to reach? /
Where can you add value to your customers? /
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contact: [email protected], +46 (0)70-5661946
Defining your success
Loads of traffic is not loads of success
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contact: [email protected], +46 (0)70-5661946
Parameters to useBlog posts /
Comments /
Response time /
Incoming links /
SEO-ranking /
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contact: [email protected], +46 (0)70-5661946
PoliciesTransparency /
Control /
Information on/from other sites /
Level of engagement /
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contact: [email protected], +46 (0)70-5661946
ResourcesWhat’s our budget? /
How many hours a week can we use? /
How would our ideas change if we had more? /
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Start tradingIncentives for interaction can be seen as internet currency /
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contact: [email protected], +46 (0)70-5661946
Conversion rateWhat currency can you offer that costs the least, and gives the most? /
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Learn!Make your visitors leave a trail while they surf your site /
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contact: [email protected], +46 (0)70-5661946
Let go!Let (some of) your data free /
You don’t know where it might end up /
And that’s a good thing! /
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contact: [email protected], +46 (0)70-5661946
“TripAdvisor is the life blood of agrotourism industry. A couple of bad reviews there you may as well
close up shop.
That’s what took down the Stalk Inn. One of the cutest little asparagus
farms you’ll ever see."Dwight Schrute, The Office
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contact: [email protected], +46 (0)70-5661946
Reality checkThere may be hundreds of sites more important to your business than yours /
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contact: [email protected], +46 (0)70-5661946
Adding valueFind the discussions /
Find where you can add value - if you can’t, don’t do it. /
Find the right tone of voice /
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contact: [email protected], +46 (0)70-5661946
ConclusionSet your own goals /
Find your internet currencies /
Internet strategy goes beyond your own site /
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The end
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