Beyond Web 2.0: Online Self-Publishing Delivers Measurable Value
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Beyond Web 2.0 Online publishing delivers measurable value
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John Kowal, Global Marketing Manager, Schneider Electric ELAU Packaging Solutions.Blogs and other social media work great for aficionados with time on their hands, but not so for busy automation professionals. Likewise, the harder that online ad formats in e-newsletters and websites to attract click-throughs, the less they draw from hype-weary prospects.
Transcript of Beyond Web 2.0: Online Self-Publishing Delivers Measurable Value
Beyond Web 2.0
Online publishingdelivers measurable value
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 2
Online media strategy
●Self-publishing with a strong partner
● Publishing technology
● Push circulation
● Pull draw
● Google-visible
www.packagingautomation.net
www.packworld.com
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 3
Click rates favor frequency and content
0500
100015002000250030003500400045005000
2006 2007 2008
Digital magopens
Digital mag adclicks
Home page adclicks
Article opens
2 digital mags in 20063 digital mags in 2007, 2008
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 4
What about social media in automation?
Source: ISA
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 5
●I host the Packaging Machinery Group on LinkedIn
● It’s okay, but…
● …you get what you pay for
● High noise level
● Not moderated
● Not so many meaningful posts
● How hard do you work this?
● How valuable is the content?
● Generating unsolicited recruiter spam in my email?
● Time will tell
http://www.linkedin.com/home?trk=hb_logo
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 6
Social media circa 1995
PLACES TO DISCUSS INTERNET MARKETING ISSUES:
●Abracadabra! (Charles Puls & Company mailist) http://www.abracadabra.com
●To join in marketing discussion send email to mailist@abracadabracom with the word SUBSCRIBE in the body.
28.8 k modem, circa 1995
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 7
What happened in 1995?
●Abracadabra.com list● 1,200 subscribers
● Connected with great minds like Walt Boyes
● Generated one customer
● 20 man-hours per week to moderate
● Keys: relevant content, traffic from the automationlist.com
● Transferred ownership in 1997, became Industrial Marketing Practitioner list
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 8
Content is king: famous last words
●Content got lip service throughout the 90’s
● Hollow tech attracted all the dot.com capital
● Publishers have the content
● Serious people want/need good content
● Content can trump larger marketing budgets
●Does today’s social media have meaningful, readily accessible b2b content?
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 9
The case study dilemma
●In our industry, the good stuff seldom sees the light of day
●End users consider these advantages proprietary
●Therefore, case studies don’t work
●We decided to self-publish new technology & machinery, trends & issues
● It’s working, you saw the numbers
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 10
How informative was content?
0
0.5
1
1.5
2
2.5
3
3.5
4
2006 2007 2008 2008 2008 2009
Out of 5
Digital magazine survey
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 11
Your impression after reading?
0%
5%
10%
15%
20%
25%
30%
35%
40%
2006 2007 2008 2008 2008 2009
Morefavorable
Lessfavorable
Nochange
Digital magazine survey
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 12
Traffic sources favor Google, publisher
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 13
SEO boost: established publisher
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 14
SEO boost: breadth & depth of articles
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 15
SEO boost: lots of keywords
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 16
The role of video
● Embedded in articles
● Boosts click rates -- everyone wants to see the machinery working
● Emphasize video to encourage clicks
● Trade show ‘man on the street’ interviews – newsy, easy, low production cost
● Post on website, YouTube
● Use in PowerPoints
● Send link with online news releases
http://www.packworld.com/video-25180
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 17
So, don’t just sit there and Tweet.
Go forth and publish!
