up ideas for a down economy
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How to use digital marketingTRANSCRIPT
Web Marketing: up ideas for a down economy16 November, 2010
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How will budgets change?
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Effectiveness of tactics
Mike Schultz & John Doerr, 2009
• 60-70% buyers of professional services use:➔ Referrals➔ Personal Recognition or awareness➔ In-person seminar➔ Presentation at a conference
• 50-60% use:➔ Website➔ Articles / News stories➔ Exhibit ➔ Case studies
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• 40-50% use:➔ Articles written by provider➔ Telephone➔ Newsletter➔ Webinar➔ White Papers
• Social Media / blogs ➔ 24% buyers are very/somewhat likely to use to identify /
learn more about professional service providers
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Mike Schultz & John Doerr, 2009
A walk down memory lane…
A fundamentally different approach…
Game time! Brand or publisher?
Brand or Publisher?
Brand or Publisher?
Brand or Publisher?
Brand or Publisher?
Brand or Publisher?
Brand or Publisher?
Brand or Publisher?
Brand or Publisher?
Brand or Publisher?
Brand or Publisher?
What might be considered some best practices within the
professional services industry?
Registration has increased
Video results in higher site traffic
(27%)
Thought leadership
Hay Group website
Why are you here today?
Links to social media campaigns
Hay Group enewsletter
Hay Group Twitter account
Regular Tweets!
Hay Group event microsite
Integrated with LinkedIn
Short, sharp, link to more
Driving traffic to the webvia email marketing
Trendspotting and “up” ideas – is there a magic bullet?
Tips and take-aways
View internet as a buying engine
Look beyond the CMS - Platform Audit
Apply content-driven analytics
Examine org chart and talent requirements
What vendors, what projects?
Questions & our contact details
Gail Hageman: [email protected]
Stephen DiGennaro: [email protected]
Leigh George: [email protected]
Nancy Slome: [email protected]
Anthony Green: [email protected]
• Becoming a publisher (from Leigh George, R2integrated)➔ Added technology to support distribution (tools, calculators, etc.)➔ Compelling content your audience finds valuable and wants to share➔ Syndicated promotion in industry and business media that are
information sources for your audiences➔ Shifted internal responsibilities to staff content creation and community
management positions (events, social media, etc.)
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Additional resources
• Adapting the organization (Leigh George, R2integrated)
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Additional resources
Content Management Content Syndication Community Building Tools Mobile Applications Rich MediaTools
Strategy Creative Development Management
Content Author Community Manager Technical Support
Skill Sets Layer
Engagement Layer
Platform Layer
• Video➔ Orrick: http://www.orrick.com/news_events/multimedia.asp#videos
➔ Arnold & Porter: http://www.arnoldporter.com/multimedia.cfm?u=VIDEOCASTEnvironmentalRemediationCostsandtheGovernmentContractor&action=view&id=20&t=multimedia
➔ Reznick Group: http://www.youtube.com/watch?v=Q9L-8G_KAso
➔ Townsend: http://www.townsend.com/Who/default
➔ Hay Group: http://www.haygroup.com/ww/media/Details.aspx?ID=27997
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Additional resources