Post on 13-May-2015
description
Doing Business in a Digital World
SW Learning Series February 2010
© 2010 SOWEB Inc. 1
Where are we?
What is the Web 2.0?
Web 2.0 Definition
Advanced Internet technologies and
applications that facilitate interactive
information sharing, interoperability,
user-centered design,[1] and collaboration on the
World Wide Web.
The Evolution: Web 1.0 … Web 2.0…. Web 3.0
Web 1.0
Read-only content (eBrochures)
Static Websites
One-way communication
Passive
Closed environment
Centralized approach
Web 2.0
Read-write content
Dynamic Websites
Two-way communication
Active
Collaborative environment
Crowdsourcing
Web 3.0
3D Virtual Worlds
Ubiquitous Computing
Semantic Web
?
The New Business Landscape
Marketing is NOT about your agency winning awards. It’s about your company WINNING BUSINESS
Companies MUST drive people into the purchasing process with great, valuable online content, not just advertising
Blogs, news releases, eBooks, webinars, and other forms of online content let organizations communicate directly with buyers in ways they appreciate
People want PARTICIPATION and AUTHENTICITY
Marketing is now about delivering the right content, at the right time when your audiences need it, NOT one-way interruption
Evolve from maintream marketing to reaching many underserved audiences
Content, content, content…You are what you publish
PR is now a global audience
A new (key) Component: Social Media
Social Media - [soh-shuhl mee-dee-uh] - Noun
It’s a set of technologies, tools and platforms that facilitates the
discovery, participation and sharing of online content. It is
transforming monologues (one to many) into dialogues (many to
many) and turning readers into publishers.
Social Media is Changing our World
Embrace it, evolve and succeed.
How are Businesses using these new Platforms?
Develop Market Research Improve Marketing Communications / PR Generate Leads Drive Website Traffic Enhance Brand Presence and Loyalty Gather Customer Feedback Competitive Intelligence Support On/Off-line Events Enable customer conversations Deliver valuable content in real-time Create Buzz around products & services Listen to the market and learn Connect with customers at a personal level Crowdsourcing (Mass Collaboration)
Website or Online Presence?
The new Website components
Main Features
Business & Marketing Strategy-based
Good web-design based on standards (W3C)
Usability, Conversion and User Behavior-optimized
Content, content, content
Scalable
SEO/SEM
Social Media powered
Integrated to offline marketing and sales initiatives
Measurable
Main Goal: Turn Browsers into Buyers and Prospects into Leads
Where do I start?
Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu
1. Know what you want and know your audience
1. Create a web strategy and define project goals
2. Develop an implementation plan with the right mix of tools for your company
3. Define your content strategy, including all online presence channels
4. Integrate online and offline initiatives for better marketing effectiveness
5. Select only proven, professional hosting and development providers
6. Protect your brand
7. Monitor, Test, Learn, Repeat
8. Measure the right metrics
Some facts worth considering
1. Consumer attention span online has decreased to 3 seconds or less
2. People don’t read, they scan information online
3. Buying decisions are made online long before visiting stores
4. Consumers and buying patterns are changing.
5. Your online reputation can make you or break you (literally)
6. 75% of web users admit they make judgements about the credibility of an organization based on the design and content of its website
1. 43% of all retail sales are expected to be influenced by or made on the Internet by 2012
8. 54% (112 million) of the US Internet-User Population are on Facebook
Sources: Forrester Research, Standford University, SOWEB
Remember…
The game has changed and the stakes have gone up.
Your online presence is an investment, NOT a cost.
Start leveraging the Power of the Web today!
One last Message: Be human
About SOWEB
SOWEB is a digital marketing company based in Fort Lauderdale. We blend strategy, technology and creativity to help you connect with your customers online. With over 15 years experience and solid knowledge of “what works for what” in the digital world, our only mission is to help organizations like yours navigate and take advantage of the highly interactive and social nature of the Web.
For more information, visit http://www.sowebinc.com.
Follow us @sowebinc
Ernesto Sosa / Principalesosa@sowebinc.com