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8/3/2019 Web 2-0 Media Strategies to Reach Vertical Markets
http://slidepdf.com/reader/full/web-2-0-media-strategies-to-reach-vertical-markets 1/49
September 9, 2011
Web 2.0 Media Strategies
to Reach Vertical Markets
Jeffery Cawley
VP Industry Leadership
Northwest Analytics
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Customer 2.0
• Overextended
• Time Limited
• Embedded in Vertical Markets
• Computer/Web Savvy
• Drives the InformationGathering Process
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“New” Media vs. “Old” Media?
We just want to effectively Communicate to targeted public
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Social Media Strategy
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Web based Media
• YouTube
• GoToWebinar
• Wikipedia
• Blogs
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Some Old Media Had to Die
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Media Outreach Success Factors
• Message Planning
• High Value Content
• Establish Credibility
• Targeted - narrowcasting
• Consistency
• Cross Linked
• Speaks to and Involves Customer
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Write Once, Publish Many
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Write Once, Publish Many
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Write Once, Publish Many
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Write Once, Publish Many
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Write Once, Publish Many
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Write Once, Publish Many
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Case Study - 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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● Target audience
● Message
● Results● Metrics
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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● Target audience
● Message
● Results● Metrics
Define/Plan
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● Metrics
Define/Plan
Food Safety Audits for Food Container Manufacturers – 3-29-2011
• Email list - ~4300• Releases to online pubs/blogs – 27• Postings to LinkedIn groups - 8• Registration target – 100• Attendee target – 50
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Metrics
Webinar - The Impact of New Regulations and Standards onPackaging Traceability
Total registration – 146Total unique visitors to landing page – 183Registration conversion – 80%
Visitors from social media – 24Percentage of landing page visits from social media – 13%
Registration closely follows email blasts (see figure below).A secondary blip occurs when the weekly Linked Insummaries are sent at the end of the week. It appears
most people follow the LI discussions through the weeklysummaries.
05
10
15
20
25
30
35
40
45
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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
LinkedIn GroupsPosting for GFSI for Food Container Mfrs webinar
Flexible Packaging 1632Flexible Packaging Professionals 845
Food & Bev Industry Quality & Compliance Network 203Food & Bev Safety & Quality Professionals 904Food Processing Network 2226Food & Bev - Quality, Food Safety & Reg Network 482IFT QAD 40Manufacturing Operational Excellence 2017
Packaging Professionals 14,960The Packaging Technology Forum 3259Packaging World 1477
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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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Repurpose
But Wait There’s More!
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But, Wait There’s More!
Results
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• Attendees
• 502 unique
• 131 – 2 or more sessions
•
Content creation• Derived media coverage
• Impute value
• Sales activity
Results
Questions?
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Manufacturing Intelligence for Intelligent Manufacturing.
www.nwasoft.com
Questions?
