Web 2-0 Media Strategies to Reach Vertical Markets

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Presentation Description

Webinars are a core compenent of successful social media strategies to reach vertical markets.

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Presentation Transcript

Slide 1: 

September 9, 2011 Web 2.0 Media Strategiesto Reach Vertical Markets Jeffery Cawley VP Industry Leadership Northwest Analytics

Slide 2: 

Customer 2.0 Overextended Time Limited Embedded in Vertical Markets Computer/Web Savvy Drives the Information Gathering Process

Slide 3: 

“New” Media vs. “Old” Media? We just want to effectively Communicate to targeted public

Slide 4: 

Hype Social Media Strategy

Slide 5: 

Web based Media LinkedIn YouTube GoToWebinar Twitter Wikipedia Blogs Email

Slide 6: 

Some Old Media Had to Die

Slide 7: 

Media Outreach Success Factors Message Planning High Value Content Establish Credibility Targeted - narrowcasting Consistency Cross Linked Speaks to and Involves Customer

Slide 8: 

Write Once, Publish Many

Slide 9: 

Write Once, Publish Many

Slide 10: 

Write Once, Publish Many

Slide 11: 

Write Once, Publish Many

Slide 12: 

Write Once, Publish Many

Slide 13: 

Write Once, Publish Many

Case Study - Webinar : 

Case Study - Webinar Define Plan Promote Execute Follow-up Repurpose

Why a Webinar? : 

Why a Webinar?

Why a Webinar? : 

Why a Webinar?

Slide 17: 

Target audience Message Results Metrics Define/Plan

Define/Plan : 

Target audience Define/Plan

Define/Plan : 

Target audience Define/Plan

Define/Plan : 

Target audience Message Define/Plan

Slide 21: 

Target audience Message Results Metrics Define/Plan

Define/Plan : 

Mechanics Creative Delivery Who is responsible Deadlines Define/Plan

Define/Plan : 

Define/Plan

Define/Plan : 

Define/Plan

Slide 25: 

Target audience Message Results Metrics Define/Plan

Slide 26: 

Metrics Define/Plan Food Safety Audits for Food Container Manufacturers – 3-29-2011 Email list - ~4300 Releases to online pubs/blogs – 27 Postings to LinkedIn groups - 8 Registration target – 100 Attendee target – 50

Slide 27: 

Metrics Webinar - The Impact of New Regulations and Standards on Packaging Traceability Total registration – 146 Total unique visitors to landing page – 183 Registration conversion – 80% Visitors from social media – 24 Percentage of landing page visits from social media – 13% Registration closely follows email blasts (see figure below). A secondary blip occurs when the weekly Linked In summaries are sent at the end of the week. It appears most people follow the LI discussions through the weekly summaries.

Slide 28: 

Identify most effective methods Email, Social media Advertising Promote

Slide 29: 

Promote

Slide 30: 

Promote

Slide 31: 

Promote

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Promote LinkedIn Groups Posting for GFSI for Food Container Mfrs webinar Flexible Packaging 1632 Flexible Packaging Professionals 845 Food & Bev Industry Quality & Compliance Network 203 Food & Bev Safety & Quality Professionals 904 Food Processing Network 2226 Food & Bev - Quality, Food Safety & Reg Network 482 IFT QAD 40 Manufacturing Operational Excellence 2017 Packaging Professionals 14,960 The Packaging Technology Forum 3259 Packaging World 1477

Slide 33: 

Promote

Slide 34: 

Monitor/Analyze

Slide 35: 

Monitor/Analyze

Execute : 

Execute Manage Expert speaker Facility Staff Goal - successful presentation and recording.

Follow-up : 

Follow-up Structured contact for Registrants Attendees Email Telemarketing Follow-up surveys Offers

Follow-up : 

Follow-up

Follow-up : 

Follow-up

Repurpose : 

Repurpose Screencasts Web content Collateral Continuous stream of social media content Blogs Tweets Special interest group postings. Media

Repurpose : 

Repurpose

Repurpose : 

Repurpose

Slide 43: 

Repurpose

Repurpose : 

Repurpose

Repurpose : 

Repurpose

Slide 46: 

Repurpose

Slide 47: 

But, Wait There’s More!

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Attendees 502 unique 131 – 2 or more sessions Content creation Derived media coverage Impute value Sales activity Results

Slide 49: 

Manufacturing Intelligence for Intelligent Manufacturing.™ www.nwasoft.com Questions?

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