Web 2.0 Strategies to Reach Vertical Markets by Jeff Cawley, Northwest Analytical
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Transcript of Web 2.0 Strategies to Reach Vertical Markets by Jeff Cawley, Northwest Analytical
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September 9, 2011
Web 2.0 Media Strategiesto Reach Vertical Markets
Jeffery CawleyVP Industry LeadershipNorthwest Analytics
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Customer 2.0
• Computer/Web Savvy• Overextended• Time Limited
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“New” Media vs. “Old” Media?
We just want to effectively Communicate to targeted public
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Hype
Social Media Strategy
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Web based Media
• LinkedIn• YouTube• GoToWebinar• Twitter• Wikipedia• Blogs• Email
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Wikipedia
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Some Old Media Had to Die
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Six Steps to a Successful Webinar
● Define● Plan● Promote● Execute● Follow-up● Repurpose
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Why a Webinar?
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Why a Webinar?
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● Target audience● Message ● Results● Metrics
Define/Plan
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● Target audience
Define/Plan
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● Target audience
Define/Plan
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● Target audience● Message
Define/Plan
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● Mechanics● Creative● Delivery● Who is responsible● Deadlines
Define/Plan
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Define/Plan
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Define/Plan
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● Identify most effective methods● Email,● Social media● Advertising
Promote
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Promote
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Promote
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Promote
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Promote
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Monitor/Analyze
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Monitor/Analyze
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Execute
● Manage● Expert speaker● Facility ● Staff
● Goal - successful presentation and recording.
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Follow-up
● Structured contact for● Registrants● Attendees● Email
● Telemarketing● Follow-up surveys● Offers
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Follow-up
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Follow-up
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Repurpose
Screencasts Web content Collateral Continuous stream of social media content
Blogs Tweets Special interest group postings.
Media
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Repurpose
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Repurpose
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Repurpose
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Repurpose
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Repurpose
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But, Wait There’s More!
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Attendees• 502 unique• 131 – 2 or more sessions
Results
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