Mary Lou Roberts ITS AN ON DEMAND CONSUMER CONTROLLED WORLD OUT
THERE! October 2009
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Mary Lou Roberts MARKETER TALKS CONSUMER LISTENS (MAYBE)
October 2009 2 WHERE WEVE BEEN -THE MASS MEDIA MODEL
Repurchase/Regular
UseTrialPreferenceLikingComprehension/KnowledgeAwareness
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Mary Lou Roberts October 2009 3 WHERE WE NEED TO BE GOING -
MASS MEDIA MODEL NO LONGER WORKS Many Communications Channels
(Young) Consumers Ignore Traditional Media Traditional
Communications Increasingly Ineffective
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Mary Lou Roberts WHERE WE NEED TO BE GOING - MASS MEDIA MODEL
NO LONGER WORKS October 2009 4
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Mary Lou Roberts WHAT IS SOCIAL MEDIA? October 2009 5
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Mary Lou Roberts SOCIAL MEDIA October 2009 6 Discussion Boards/
Forums/ Chat Rooms Clubs/ Groups/ Communities Review/ Rating Sites
Direct Feedback (Solicited) Blogs RSS Social Networks Personalized
Search (Tags or Search-Engine Powered) Wikis and Other
Collaboration Tools Podcasts Virtual Worlds Mash Up Web 1.0 Web
2.0
Slide 7
Mary Lou Roberts ALREADY AT NEXT STAGEWEB 2 October 2009 7
Webcast (58 min) http://www.youtube.com/watch?v=sVtN8jlTCUM
Presentation
http://www.slideshare.net/oreillymedia/web-squared?src=embed
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October 20098
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Mary Lou Roberts Web as platform Harnessing collective
intelligence Data subsystems get better as used Mobile sensors
connected to cloud databases Information shadows WEB MEETS WORLD
October 2009 9
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Mary Lou Roberts WE NEED A FACEBOOK PAGE STRATEGY IMPERATIVE
October 2009 10 SOCIAL MEDIA STRATEGY WE NEED A SOCIAL MEDIA
STRATEGY
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Mary Lou Roberts KEY DRIVERSB2C AND B2B October 2009 11 Web 2.0
Web 2.0 Web Squared G2C Communication?
Slide 12
Mary Lou Roberts DEVELOPING SOCIAL MEDIA STRATEGY October 2009
12
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Mary Lou Roberts EXPERIENTIAL BRANDS LED WAY October 2009
13
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Mary Lou Roberts IT IS COMPLEX, DIFFICULT October 2009 14
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Mary Lou Roberts RAZORFISH RECOMMENDATIONS October 2009 15
http://fluent.razorfish.com/publication/?m=6540&l=1
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October 200916 B2B NOT THAT DIFFERENT!
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Mary Lou Roberts B2B PARTICIPATING IN BIG WAY October 2009 17
Access from this page:
http://www.searchengineguide.com/sage-lewis/b2b-buyers-are-using-social-media-in-a-h.php
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Mary Lou Roberts INTERESTING B2B SITE October 2009 18
http://socialmediab2b.com /
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Mary Lou Roberts.GOV ALSO! October 2009 19
http://adage.com/brightcove/lineup.php?lineup=1266084202
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Mary Lou Roberts IS IT NOW INBOUND MARKETING? October 2009 20
http://diy-marketing.blogspot.com/2009/07/now-its-inbound-marketing.html
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Mary Lou Roberts Many-to-Many Continuous Interaction
Open/Transparent Consumer Chooses Content Marketer Must Provide
Enormous Content On Demand With Permission
People/Visitors/Customers Expect to Contribute THINKING ABOUT
MARKETING NEW WAY OF THINKING ABOUT MARKETING October 2009 21
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Mary Lou Roberts Optimize Blog Posts Tag Photos, Videos Press
Releases Web Pages Links RSS Feeds November 2007 22 SEARCH IS ONE
KEY COMPONENT Create Visibility at Every Opportunity
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Mary Lou Roberts November 2007 23 AN INTERACTIVE VISION BECOME
PLACE WHERE LIKE- MINDED PEOPLE CONNECT ENCOURAGE CONTRIBUTION
INCORPORATE INTERACTIVITY LISTEN ENGAGE ENCOURAGE COCREATION
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October 200924
Slide 25
Mary Lou Roberts 1.Google Alerts
(www.google.com/alerts)www.google.com/alerts 2.TweetBeep
(www.tweetbeep.com)www.tweetbeep.com 3.Online ID Calculator
(www.onlineidcalculator.com)www.onlineidcalculator.com 4.Bit.ly
(www.bit.ly) tracking toolswww.bit.ly 5.Addictomatic
(www.addictomatic.com)www.addictomatic.com YOUR PERSONAL BRAND
November 2007 25 Five Tools for Tracking, Measuring, and Evaluating
Your Personal Brand Online by William ArrudaWilliam Arruda
http://www.marketingprofs.com/9/tools-tracking-measuring-evaluating-personal-brand-online-arruda.asp
Mitch Joel http://www.twistimage.com/blog/