bryony thomas - harnessing the power of the internet
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BEN Event: Harnessing the Power of the Internet - 22nd Sept 2009TRANSCRIPT
ONLINE W.O.M
Harnessing the Power of the Internet22 Sept 2009
Ⓒ Clear Thought Consulting Ltd
Ⓒ Clear Thought Consulting Ltd
Ⓒ Clear Thought Consulting Ltd
Ⓒ Clear Thought Consulting Ltd
Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
Ⓒ Clear Thought Consulting Ltd
83% B2B Buyers Researched Online51% B2B Buyers Purchased Online
Source: Stuart Small, Google, Marketing Week Conference Feb 2008
Ⓒ Clear Thought Consulting Ltd
Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
Ⓒ Clear Thought Consulting Ltd
Ⓒ Clear Thought Consulting Ltd
Ⓒ Clear Thought Consulting Ltd
Awareness Suspects
Interest Universe
Evaluation Leads
Trial Opportunities
Adoption Sales
Loyalty Repurchase
BE PROVENBE PROVEN
BE THEREBE THERE
BE RELEVANTBE RELEVANT
Ⓒ Clear Thought Consulting Ltd
(c) Clear Thought Consulting Ltd
BE THEREBE THERE
10 FREE things you can do to increase your online footprint:
1. Ensure all company & all employees have a LinkedIn profile
2. Join or set-up an interest group on LinkedIn
3. Set-up a SlideShare space, link it to your LinkedIn profile
4. Set-up a You-Tube Channel or Facebook page (if appropriate)
5. Set-up a company Twitter Feed
6. Bookmark your content (StumbleUpon, Digg, Delicious, etc)
7. Set up a BT Tradespace profile
8. Set-up Google, BlogSpot and Wordpress identities
9. Comment on, or become a contributor to, blogs and forums
10. Regularly update email signatures with new content
BE RELEVANTBE RELEVANT
Ⓒ Clear Thought Consulting Ltd
10 FREE things you can do to draw people into your online circle:
1. Post snappy links to content via Twitter, Status, Email footer, etc.
2. Post regular interesting short blogs (10 mins)
3. Prepare deeper content like pressos, papers and articles (20 mins)
4. Give each of your team an area of expertise to track and comment
5. Post details of other people’s content relevant to your audience
6. Comment on industry news and happenings… in real time
7. Make sure all employees regularly update online statuses
8. Follow-up traditional touch-points with online contact
9. Gather permissions to send email updates
10. Ask intelligent questions in online forums
BE PROVENBE PROVEN
Ⓒ Clear Thought Consulting Ltd
10 FREE (or nearly!) things you can do to prove yourself online:
1. Written case studies on your site, Blog, etc.
2. 140 character lines to link back to your case studies, articles, etc.
3. Post case study videos on your site, You-Tube channel, etc.
4. Post webcasts and presentations on your site, SlideShare, etc.
5. Post product demos on You-Tube, SlideShare, etc.
6. Re-use the words of others about your products and services
7. Provide intelligent answers to questions posted in Forums, Groups
8. Run live Q&A sessions via Twitter
9. Add a customer feedback / rating system to your site, blog, etc and re-use the positive feedback
10. Ask LinkedIn contacts for endorsements
Paper one:Pre-delinquency
Paper two:Collections
Paper three:Recoveries
Ⓒ Clear Thought Consulting Ltd
REMEMBER…
Content is kingIt is only one part of your toolkitIt is a tap – not the funnel
And… Ⓒ Clear Thought Consulting Ltd
(c) Clear Thought Consulting Ltd Ⓒ Clear Thought Consulting Ltd