Michael LaportDirector of Marketing

PEAK InternetPeakinternet.com

Marketing in web 2.0

Quick summary

Marketing

New New TechnologiesTechnologies

New methods in…New methods in…

Communication, Contact, and SegmentationCommunication, Contact, and Segmentation

Web 2.0 Marketing is Web 2.0 Marketing is conversational conversational

The web 2.0 is not just a new medium, The web 2.0 is not just a new medium, it is an active one.it is an active one.

What does it mean?What does it mean?

• Next evolution of the web– Web as a platform

• Online Applications • New computer languages

– Ajax, Ruby on Rails, XML, JavaScript• Interactive communities• Participatory web

– Network effects from user contributions• Embracing the power of the webto harness collective intelligence

– Two-way dialogue on the net• Reviewing• Controlling• Collaborating• Communicating

How different than the old web?How different than the old web?• Web 2.0

– the Web was actually the platform that allowed people to get things done.

– Internet based services such as social networking, communication tools. Sites that generally encourage collaboration and information sharing among users.

• Web 1.0– HTML Web pages you

read like a book. Static web pages, use of search engines, and surfing.

– Web applications, information served to users, user interaction with online information

Netscape vs. Google

Hotmail vs. Gmail

Ofoto vs. Flickr

Personal web sites vs. Blogs

Mapqwest vs. Google Maps

Web 1.0 vs. Web 2.0Web 1.0 vs. Web 2.0

Web 1.0 was Commerce

Web 2.0 is People

- Ross Mayfield

Why web 2.0Why web 2.0

•1996 - 250,000 websites•45 million users

•2006 – 80 million sites •1 billion users

Interactivity & Contribution

Encourages interconnectedness among users, forms a community.

Anyone can use it, little or no programming experience needed.

Ease of use

Enterprise-grade tools at

Small Business prices.

Signs that web 2.0 is here

Some benefits of implementing web 2.0 technologies

Recruitment:Organizations adopting Web 2.0 tend to attract sophisticated, high-caliber candidates.

Reduced cost: Not only are Web 2.0 offerings low-cost, but the same techniques can also be applied to existing (non-Web 2.0) products and services, lowering costs.

LoyaltyThe open, participatory Web 2.0 environment encourages user contribution, enhancing customer loyalty and lifespan.

Marketing/PR. New technologies allow Marketers to implement low-cost, wide-coverage, strategies

Search Engine Optimization (SEO)Web 2.0 delivery mechanisms - such as Blogs and RSS - significantly enhance search engine exposure through their distributed nature

How to use web 2.0How to use web 2.0Many of the tactics in this new web world

are different, but in many ways they are “new wine in old bottles.”

• Marketing & Branding• Supporting Clients• Connect & Communicate• Inform & Educate• Positioning and segmentation• PR

The ingredients web 2.0

Blogs Wikis

RSS

Social networking

Social bookmarkingTargeted Advertising

Shared calendaring New Survey Technologies

Executed correctly, blogs give marketers a chance to build an informal dialogue with customers. You can test new event ideas or garner feedback, for instance, to see how customers react.

Blogs are generally inexpensive, or even free to setup. Consider this platform for some of your PR delivery.

To be successful, you must spend time regularly update your blog, which makes them a high-maintenance option. As well, blogs must be honest.

Blog Sample

HostedBloggerBlogspot

Blogsome

Non hosted

Wordpress

Moveable type

Textpattern

• The good: – 1. Establishing a company intranet quickly and cheaply without

sacrificing functionality, security, or durability. – 2. You want to publish a range of corporate documents in one

universally accessible location and let employees manage those documents with a minimum of effort, lag, and risk of redundancy.

– 3. You want to manage and organize meeting notes, team agendas, and company calendars.

– 4. You need a project management tool that is cheap (if not free), extensible, and accessible through any Web browser.

– 5. You need a central location where shared documents can be viewed and revised by a large and/or dispersed team.

– 3. Shouldn’t be used as a blog or editorial tool. No content control aside from memberships.

Wiki in the workplace sample

Use wiki’s to help plan and create recurringdiscussion at your festival or event. Real-time input allows for rapid changes and ongoing participating.

social networking

• Build a community around your event and give your attendees and exhibitors the ability to network before, during and after the show.

Social Networking can…Promote year-round

communication Stimulate and increase attendee

and exhibitor interaction Provide statistics to attract

additional attendees and exhibitors Maximize attendee’s networking

timeDefine groups for targeted

marketing

• http://softwareassociationoforegon.ning.com/

• http://slideshare.net

• http://www.flickr.com/groups/ornamentalgrasses/

Ning Flickr Linkedin

Social bookmarking

• Web based applications that enable us to store bookmarks online instead of in our favorites or bookmarks on our computers.

• For marketing your event – social bookmarks have a distinct advantage with search engine results and viral readership.

Top 3

• Digg

• Del.icio.us

• Technorati

• RSS is a content delivery method where subscribers can gets your content delivered to a aggregation source of their choice.

• Subscribing to a web site so you don't have to check it for updates

• Syndicate your blog or articles/updates on your site.

RSS & Content Delivery

– www.addthis.com

Web 2.0 Survey Technologies

Market research for the rest of us

Survey monkey sample

Calendaring

• Keep everyone inline with the latest events you are presenting. – Automate an online calendar for your users to

see and access in advance– Syndicate your calendar through RSS to give

users updates on your status– Synchronize with outlook and iCal

•

Calendar HubSync up with your

iCal

RSS this calendar for

your

Google Calendar

Flexible to fit in many sized of site

column.

Able to display weeks, months, agenda items.

Your event in the web Your event in the web 2.02.0

Northwest Festivals Conference 2009

old way

• Post event on websitePost event on website– Website 1.0Website 1.0

• Mail advertisements (maybe email as well)Mail advertisements (maybe email as well)• Gather ResponsesGather Responses

– Wonder some people don’t comeWonder some people don’t come

• Hold event on March 16-18Hold event on March 16-18thth

• Clean up & Prepare for next yearClean up & Prepare for next year– Based on limited feedback from exit surveys and Based on limited feedback from exit surveys and

close affiliatesclose affiliates

• Do it again next yearDo it again next year

With web 2.0• Post idea for event

– Website 2.0– Write announcement press release

• Write commentary on your blog

• Get responses from members, clients, community, and other stakeholders

• Readjust event• Post new event• Have users register online and simultaneously booth location, view

vendors• Have event speakers blogging about topics they are presenting• More people show up, costs are lower, and cycle starts over.

Anatomy of enterprise 2.0

• Feeds (sharing, discovering, and tapping into reflections)

• Blogs (reflection in and on action)• Social bookmarking (above)• Wiki, tagging (connecting and mixing reflections)• Social networking, real-time communication

(optimizing interaction flow)• Automation (back)• Command and control becomes

collaborations and communication.

Getting Started

• Utilizing web 2.0 isnt just the addition of a blog or wiki… – Fundamental Change– Organizational Investment– Agility and Commitment

• Either is it a proven science– There is plenty of wiggle room and many

different ways to make the web 2.0 work for you.