Web Business Marketing

Hans De Keulenaer

European Copper Institute

[email protected]

Web-based business marketing

Latin delegationMarch 4, 2008Brussels

www.leonardo-energy.org

Content

Introduction Concepts Web 2.0 New media The social web The dark side Conclusion


IntroductionWhy eMarketing?

Unprecedented opportunity for knowledge-rich organisations

Cost-effective to build global brand & reputation

Instrument for business development


IntroductionHas something changed?


IntroductionThe true nature of communication


ConceptsWeb presence has 4 layers

Increasing visits– Measure by web analytical package– Unique visitors, visits/visitor, pages/visit

Assess & improve the quality of visits– Introduce user interaction

Measuring the effectiveness of communication– Surveys

eMarketing impact/return-on-investment


ConceptsNodes

What?– Consider each page as a mini-campaign

How?– Clean url, url aliasing– http://www.leonardo-energy.org/drupal/infrared-heating

Pros: use in e-mail, bookmark it, link from other sites, natural optimisation for search engines

Cons: - Pitfall: maintain permanent url’s!


ConceptsTagging

What?– A tag is a (relevant) keyword or term associated with or

assigned to a piece of information (like picture, article, or video clip), thus describing the item and enabling keyword-based classification of information it is applied to

How?– Functionality in most content management systems

Pros: – Intuitive environment for user navigation

• Increase page views / visit– Powerful automatic meta-data for search engine

optimisation– Each tag creates a content stream

Cons: maintaining a consistent tag list; competition Pitfall: overtagging


ConceptsTag cloud

What?– A tag cloud (or weighted list

in visual design) can be used as a visual depiction of content tags used on a website

How?– Functionality in most content management

systems Pros:

– An always up-to-date ‘what’s hot’ indicator– An ‘about us’ page by enumeration

Cons: - Pitfall: requires good taxonomy design


ConceptsSyndication

What?– Web syndication is a form of syndication in

which a section of a website is made available for other sites to use

How?– Create a machine readible content stream– Automatic in most content management

systems Pros:

– a ‘what’s new’ service to partners, who then provide highly targeted traffic

– An inbox to the internet for knowledge workers Cons: too many streams to choose from


ConceptsE-mail marketing

What?– E-mail marketing is a form of direct marketing

which uses electronic mail as a means of communicating messages to an audience

How?– Subscription to build permission-based lists– eMagazine with tracking

Pros: easy, cost-effective, highly targeted Cons: competition, over-use Challenge: need for differentiation


ConceptsCommunity websites

User profiles, members list Contact other users Rating of content User comments Peer-to-peer forums Quiz, FAQ, Surveys Community of Practice groups Interviews


Web 2.0Web generations

v1.0: the internet– Resilient communication

v2.0: the world-wide web html– Electronic broadcasting

v2.5: client-side interaction js, flash– Bells & whistles

v3.0: embedded languagesphp/mysql– Communities

v4.0: web services rss– Distributed web applications

V5.0: what’s next?– virtual worlds, intelligent websites


Web 2.0RSS – Really Simple Syndication


Web 20.0RSS – Really Simple Syndication


Web 2.0Why blogging (in business)?

Communicate with users Brand & reputation building Drive traffic to your website Project management Market intelligence Knowledge management


Web 2.0Types of blogs

Company blog CEO blog Expert / guru blog Crisis blog Team blog Product blog


Web 2.0Beyond blogs

Blog portal– E.g. www.edublogs.org

Blogs & corporate site– E.g. www.leonardo-energy.org

Blog, corporate site & community– E.g. www.marketingprofs.com


New mediaEmail marketing

(Automatic) digest, flash alert, newsletter / electronic magazine– Active promotion of website content

Key success factor:– Development of permission-based

mailing lists Metrics:

– open rate– click-through rate– conversion rate


New mediaWeb events

What:– Live presentations on the web

• Visuals via browser• Sound via teleconference or audio broadcast

How:• Before the event: Promotion via website, for a & e-

mail marketing (typically 5-10,000 hits)• Event:

– 20–120 registrations– 10-40 participants

• After the event:– Posting presentation (100 – 1000 views @ 2006)– Webcast


New mediaWebcasts

What:– Narrated interactive

presentations on the web• Both visual & sound via

browser• Not live

How:– Speaker provides

presentation & script– Audit scripts– Narrate script– Launch webcast

(100-7000 views @ 2007)(100-3000 views @ 2006)


New mediaMinute lectures

What:– Short tutorials on

the web to introduce a topics

– Knowledge broadening rather than deepening

How:– 10-15 slide ppt

converted to Flash– Up to 2000

views/year


New mediaPodcast/Vidcast

Podcast = your own radioshow “to go” Vidcast = your own TV channel “to go”

"Consumers want to listen to what they want, when they want, on the device of their choosing." Forrester Research Vice President, Ted Schadler

Copyright: conversation.be


New mediaScreencast


The social webNetworks

Business networks– Generic: LinkedIn, Xing– Vertical: PowerGlobe, IET Forum,

IEEECommunities– Facebook?

Purpose– Personal, organisation, industry profiling– Networking– Intelligence– Knowledge exchange


The social webBookmarking

What?– Social bookmarking is a web-based service to

share Internet bookmarks How?

– Register, bookmark, tag– Over 150 services, e.g. http://del.icio.us

Pros: easy, highly effective for moderate use Cons: uncontrolled, no self-promotion, time-

consuming Pitfall: check service culture


The dark side

Low risks for legitimate, credible, authentic business organisations

Some issues need to be managed:– Spam comments & registrations– Hackers– Negative blogs

• Rants: dignified indifference• Critics: engagement

– The web as time machine Need for a company policy


ConclusionBarriers to electronic marketing

Cultural– Fear of change– Lack of imagination– Image of e-marketing– Change of habits

• Change in agenda, lifestyle– Customers

Organisational– Lack of resources– Lack of knowledge & skills– Integration of the new 4 P’s

• planning, production, publising, promotion functions


ConclusionThe 4 + 3 P’s of marketing

Conventional– Product– Price– Place– Promotion

Additional– Planning– Production– Publishing


ConclusionAgendas of the conventional & e-marketeer

6h30 Leave home8h00 Flight to city10h30 Visit fair (5-10)12h30 Lunch with client (1)14h00 Seminar presentation

(40)15h30 Client meetings (2)17h00 Leave for airport21h00 Back home

8h30 Leave home9h00 Check email (10)10h00 Issue ezine (3,000)11h00 Create press room on

website11h30 Webmeeting (7)14h00 Webinar (20 + 1000) 15h00 Brief copywriter16h00 Update social

networks (3 + 100)18h00 Back home


ConclusionImplications for marketing

Media no longer have exclusivity to communicate to the market– Also your company, employees, partners,

customers can set up channels The market not only listens, but also responds Customers find suppliers

– Be easily found New culture of openness, authenticity

– Showing real stories & real people– But content is king


ConclusioneTraining & eMarketing programme

1. Session 0 – leveling the field2. Blogs – cultural aspects3. Blogs – practical aspects4. Minute lectures5. E-mail marketing6. Webinars & Webcasts7. Virtual worlds8. New media9. Surveys & Quiz10.E-learning11.Knowledge management