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Class 16 of Inbound Marketing University
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Internet Marketing Comprehensive Review
Professor:Mitch Joel, Author of Six Pixels of Separation
“The question is whether, as a company, you can afford to have more than an advertising-jingle
persona. Can you put yourself out there: say what you think in your own voice, present who you
really are, show what you really care about? Do you have any genuine passion to share? Can you deal with such honesty? Such exposure? Human beings are often magnificent in this regard, while companies, frankly, tend to suck. For most large
corporations, even considering these questions — and they're being forced to do so by both Internet and intranet — is about as exciting as the offer of
an experimental brain transplant.”
Christopher Locke – The Cluetrain Manifesto – December 2000
WEB 1.0
OR
WEB 2.0
WEB 1.0 WEB 2.0
WAS IS
WEB 1.0 WEB 2.0
EYES HANDS
WAS
BRITANNICAONLINE
WIKIPEDIA
IS
WAS
PERSONALWEBSITES
BLOGGING
IS
WAS
CMS WIKIS
IS
WAS
DIRECTORIES TAGGING
IS
WAS
STICKINESS SYNDICATION
IS
WAS
CONFERENCES UNCONFERENCES
IS
WAS
IM TWITTER
IS
google reader – www.google.com/reader
google alerts – www.google.com/alerts
google – www.google.com
google blog search – blogsearch.google.com
delicious – www.delicious.com
twitter search – search.twitter.com
tweetvolume – www.tweetvolume.com
google trends – www.google.com/trends
itunes – www.apple.com/itunes
BENCHMARKING SUCCESS
• Traditional measurement• Momentum Effect• Viral• Connectors – amount of people
connected to source• Community acceptance• Community involvement• Conversation• Credibility• Cash
DIGITAL DARWINISM
CREATION
<
DISTRIBUTION
CREATION
>
DISTRIBUTION