Web 2-0 Media Strategies to Reach Vertical Markets

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

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

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

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Hype Social Media Strategy

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Web based Media LinkedIn YouTube GoToWebinar Twitter Wikipedia Blogs Email

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Some Old Media Had to Die

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

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Write Once, Publish Many

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Write Once, Publish Many

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Write Once, Publish Many

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Write Once, Publish Many

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Write Once, Publish Many

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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?

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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

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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

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Target audience Message Results Metrics Define/Plan

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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

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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.

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Identify most effective methods Email, Social media Advertising Promote

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Promote

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Promote

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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

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Promote

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Monitor/Analyze

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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

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Repurpose

Repurpose : 

Repurpose

Repurpose : 

Repurpose

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Repurpose

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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

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