Web and Social Media Strategy Now - Top Recommendations by dinis guarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

THERE ARE VARIOUS FORCES THAT DRIVE SUCCESS OF WEB SOCIAL MEDIA MARKETING • sales • market share • bestseller / quality products • brand ROA (return on attention) • business location • customer relationship • capacity of innovation and being ahead OVER THE LAST 5 YEARS THE MAJOR SHIFTS HAVE BEEN TOWARDS: • Web 2.0 • The Long Tail • Peer production • crowd sourcing and now sourcing • global scalability in most of the industries AND NOW THE OMNIPRESENCE OF SOCIAL MEDIA WITH TARGET SELF DIRECTED CLIENTS

SALES LOCATION

PRODUCTS BRAND ROA

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

1.WEB, BRAND & EBUSINESS STRATEGY: determine and focus a strong and medium long term strategy and growth/directional options are paramount for success.

4. BRAND/DESIGN ARCHITECTURE: The brand building/design must be built to meet the strategy and organisational features: everything needs to work wherever possible with existing information assets and particular people/business needs.

E-BUSINESS

ORGANISATIONAL

STRATEGY

READINESS

DELIVERY AND

LEARNING

APPLICATION

SOLUTION PLAN

2. KNOW THY PRODUCTS, AUDIENCE AND COMPETITORS: assessment of strategy and of the organisational readiness for that - in terms of IT infrastructure, learning, information assets, roles, skills & competencies.

3. PLAN AND SET CLEAR GOALS AND STEPS: the impact of the right analysis and a change/risk management plan is key for business, company culture, learning environments and IT infrastructure: in other words, a comprehensive plan for business' success

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

www.novamind.com/planning/ma rketing-plans.php & www.alistairmarshallconsulting.co m/?tag=plan

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

CONNECTIVITY

INTERFACES

STANDARDS

RELATIONSHIPS

CONTENT

SERVICES

Source: Ross Dawson at the Vision 2020

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Source: Ross Dawson at the Vision 2020

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Target / Market / Marketing strategy / Lead Feature Settings / Profile customers / all sources Search/Social Evalluation/ Prospect Purchase Buy

www.datadial.net/.../31/the-search-buying-cycle/

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Lead generation (commonly abbreviated as lead-gen) is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into a business' products or services. Leads can be generated for a variety of purposes - list building, enewsletter list acquisition or for winning customers. A lead is a sign-up for an advertiser offer that includes contact information and in some cases, demographic information. There are two types of leads in the lead generation market: sales leads and marketing leads. http://en.wikipedia.org/wiki/Lead_generation Going forward we need to add social media engagement leads: Facebook Fans, Twitter followersâ&#x20AC;Ś

http://www.questback.net/Global/Areas_of_Use/QB_sales_process_leads_WEB_500pxl.gif

expertsopinion.wordpress.com/.../

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

www.unicycle4kids.org/tag/advertising

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

BUSINESS STRATEGY -> INVESTMENT -> ACTION -> investment -> reaction -> tracking / analytics -> non-financial impact = ROA – Return on Attention -> financial impact = $ Gain from Investment versus cost of investment

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Awareness

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

SO LISTEN! LISTEN! LISTEN! © Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Accenture: Media’s Next Top Business Model is Hybrids and Digital

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

MEASURE

$$$$$ INVESTMENT

ACTION

BRAND

REACTION

NON-FINANCIAL IMPACT

PRODUCTS

ROI HERE

$$$$$ FINANCIAL IMPACT

WHAT GOALS WHAT GOALS

short, medium, medium, long long Short, term term (NOT HERE)

MEASURE

ROA RETURN ON ATTENTION Based in brandbuilder.wordpress.com

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Source: http://www.dailybloggr.com/social-media-cheat-sheet.gif

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Source: http://www.dailybloggr.com/social-media-cheat-sheet.gif

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Affiliate program

Sharp increase second half of 2008, though the trend seems to have turned down at the end of the year.

API

Slight downward trend 2004-2008.

Blog

More or less unchanged in 2008. Rising trend 2004-2007.

Blogger

Steady increase 2004-2008.

Blogging

More or less unchanged in 2008. Largest peak in 2005.

Cloud computing

Strong increase in 2008 overall, but the end of the year trend saw a sharp decline, so we counted this one as downward.

Crowdsourcing

Sharp rise in Q2 2006. Slight increase in 2008.

DDoS

Slight increase in 2008.

Ecommerce

Slow decline 2004-2008.

File sharing

Downward trend 2004-2008.

Folksonomy

Sharp rise at end of 2004. Largest peak in mid-2007 and slight downward trend since then.

Instant messaging

Steady downward trend 2004-2008.

Intranet

More or less unchanged since 2006.

Long tail

Peaked mid-2006. Downward trend since then.

Mashup

Increased 2004-2007. More or less unchanged in 2008.

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Microblogging

Rising rapidly since beginning of 2007.

Microformat

Peaked first half of 2007. Downward trend since then.

Micropayment

More or less unchanged since 2007.

Mobile web

More or less unchanged in 2008, but curve is downward second half of the year.

P2P

Peaked in 2005.

Pagerank

Slight downward trend since 2007. Small increase in late 2008 though.

Phishing

Slight downward trend since 2007.

Podcast

Sharp increase in 2005. Slight decrease in 2008.

RSS

Peaked in 2005. Slight downward trend since then.

RSS feed

Peaked in 2005. Slight downward trend since then.

SaaS

Slight upward trend.

Semantic web

Slight downward trend 2004-2008.

SEO

More or less unchanged in 2008.

SOA

Downward trend in 2008. Was increasing 2004-2006.

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Social media

Have been rising since 2006. Flat before then.

Social network

Have been rising since 2006. Flat before then.

Social networking

Only a slight increase in 2008. Sharp increase in 2006 and 2007.

Social search

Sharp decline at the end of 2008.

Spam

Slight downward trend 2004-2008, aside from a slight increase in late 2006.

Streaming video

More or less unchanged overall in 2008. Slight downward trend 2004-2006.

Torrent

Steady increase 2004-2008.

Web 2.0

Peaked in 2007.

Web 3.0

Was increasing in 2006-2007, but 2008 has seen a slight decrease.

Web service

Peaked in 2005. Slight downward trend since then.

Web TV

Sharp increase in 2007, slight decrease in 2008.

Video streaming

Sharp increase in 2008.

Widget

More or less unchanged in 2008. Interest rose sharply in Q2 2005.

WiFi

Slight upward trend 2004-2008.

Wiki

Steady increase since 2005.

VOIP

Peaked in 2005.

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

Social, Blog What?

Semantic Ecommerce

Book marked WIKI

Prosumer &Video

BIG SEED MARKETING NETWORK (as Duncan Watts define it) is about a new multiple and varied approach to advertising and it is key for any business web marketing strategy.

ENHANCED SELF-CONSUMER TARGETING Any new strategy for business and marketing needs a methodology directed to self-consumers, the professional consumers:"prosumers" and their target groups. It has been found that influence shows up in surprising places.

SEMANTICS WEB/MARKETING following Tim Berners-Lee work trying to transform the web through Semantic, technological efforts are under way to improve web communications and of course advertising through semantic applications that help computers understand meaning in a way human do. In here the efforts of Yahoo and Google with contextual advertising has been keyâ&#x20AC;Ś

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

SOCIAL MEDIA

4 5

Web 2.0 or 3.0?

¤`´* iphone applets?

Who’s Ericwho’s Jobs

APPLICATIONS AND WIDGETS web is getting more and more focus on solutions that both joint both content and marketing in a way that they can adapt to both platforms: web, mobile (iPhone, BlackBerry…), and so forth. TOTAL WEB OPTIMIZATION The new challenge with the merge of search and social web is Total Web Optimisation (TWO). SEO is now TWO, it is about positioning a website with the right technical configuration for search engines, social websites, web platforms, mobile...

TOTAL ANALYTICAL BUSINESS PERFORMANCE SKILLS/METRICS As consumer activity becomes more complex, the web and media industry will need to have the strongest analytics. Social media monitoring and sentiment tracking is essential for business and brand managers.

STRATEGIC BRANDING WITH A VOICE AND STRATEGIC PURPOSE will become (continue) more important in the digital age and partly the key indicator of the power a brand have online in the web, in whatever the platform a given user is using.

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

NICHE NETWORKS: THE BUSINESS SECRET WEAPON. Whether you choose, wordpress, Buddypress, Ning.com or KickApps or any of the other “white label” customizable social network-building platforms, the concept of creating a “gated” online community that is narrow in focus is smart and if well managed very powerful. Know thy niche and you will rule you industry! MOBILE, SMART PHONES AND APPLETS: the entire concept of connectivity and the access to everything has changed so dramatically since smartphones / iPhones that we know it can never go back to the old ways

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

VIRTUAL GOODS: The creation and selling of virtual goods and gifts is a new must virtual goods as an industry already raking in the billions of dollars worldwide and over a billion in the U.S. alone (source: “Inside Virtual Goods: The US Virtual Goods Market, 2009 – 2010″) GAMES AND GAMING: according to Nielsen Entertainment in August 2009, of the 117 million active gamers in the U.S., 56 percent play games online and 64 percent of those online gamers are female. And the revenues generated from online games is enormous and growing. MOBILE AUGMENTED REALITY: Augmented reality apps are and will change the way We See the World. Navigation and mapping tools, all the new tools one use in daily life.

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

1. Monitor your Social Media Activity / Presence and the one of your competitors 2. Get all the company engaged and aware of what is going on, starting with Top Management 3. Develop and manage a clear Social Media Strategy (with Legal, PR & Complianceâ&#x20AC;Ś)

4. Define and publish internally your social media policy and be very clear

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

5. Get all staff into it and make sure everyone gets it: employees, management, be flexible but very sharp in what regards guidelines and frameworks 6. Feed and contribute to the community, but start first listening 7. Participate and donâ&#x20AC;&#x2122;t be afraid: there will be good and bad things be prepared and be transparent

8. Be always prepared and make sure all the stakeholders are as well and in real time 9. Measure the impact of engagement both business and brand wise

ÂŠ Dinis Guarda www.dinisguarda.com http://twitter.com/dinisguarda

WEB SOCIAL MEDIA MARKETING STRATEGY NOW

CONSUMERS, PROSUMERS AND NICHE GROUPS ARE THE NEW STAKEHOLDERS OF COMMUNICATIONS. With the advent of Web Social Media Marketing and its move towards media mainstream the challenge is entering in the game and engaging with a right approach & strategy. IT IS TIME FOR COMPANIES / ORGANISATIONS TO EMBRACE, LISTEN AND ENGAGE NOT TO FEAR OR RUN AWAY. There will be possibilities for negative brand and business impact but that is even more a reason to participate because if they don’t do it in your channels will do in others you don’t control or manage.

The key is to get the right balance between the voice and the right equilibrium between business ROI, ROA and brand. USERS ARE HIGHLY ENGAGED AND KNOW THEY WILL BE HEARD so by listening and managing a correct strategy you are approaching them from their own point of view and then it is much easier to have a positive impact on beliefs, perceptions and actions.

http://jwartenb.wordpress.com/ 2009/01/15/how-companiesaddress-the-prosumer-market/