Hans De Keulenaer
European Copper Institute
Web-based Business Marketing
November 29, 2007
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Content
Introduction Concepts Web 2.0 New media The social web The dark side Conclusion
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IntroductionWhy Web-based Marketing?
Unprecedented opportunity for knowledge-rich organisations
Cost-effective to build a global brand & reputation
Instrument for business development Many spillovers
– internal communications– Knowledge management– Market intelligence– Project management
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IntroductionHas something changed?
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IntroductionThe true nature of communication
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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
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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!
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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
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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
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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
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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
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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
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Web 2.0RSS – Really Simple Syndication
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Web 20.0RSS – Really Simple Syndication
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Web 20.0RSS – Really Simple Syndication
What can you do with RSS feeds:– Readers can subscribe to them
• E.g. www.google.com/reader
– You can syndicate to other sites• E.g. WBCSD syndication on
http://www.leonardo-energy.org/drupal/energy_environment
– Automatic RSS to email convertors• E.g. www.aweber.com
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Web 2.0Why blogging (in business)?
Communicate with users Brand & reputation building Drive traffic to your website Project management Market intelligence Knowledge management
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Web 2.0Types of blogs
Company blog CEO blog Expert / guru blog Crisis blog Team blog Product blog
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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
Microblogs– E.g. www.jaiku.com
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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
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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
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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)
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New mediaMinute lectures (& rapid e-learning)
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 Also: FAQ lists, howto
manuals, quiz, …
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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
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The social webNetworks
Business networks– LinkedIn, Xing– Facebook?
Purpose– Personal, organisation, industry profiling– Networking– Intelligence– Knowledge exchange
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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
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The dark side
Low risks for knowledge-rich, legitimate, credible, authentic business organisations
Some issues need to be managed:– Spam comments & registrations– Hackers– Negative blogs
• Rants: dignified indifference• Critics: engagement• Everything in-between
– The web as time machine Need for a company policy
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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
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ConclusionThe 4 + 3 P’s of marketing
Conventional– Product– Price– Place– Promotion
Additional– Planning– Production– Publishing
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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
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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 remains king (in business)
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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