These slides are from an 8/12/08 webinar by StepChange - a Portland design and development firm focused on Social Media and Marketing applications (www.stepchangegroup.com)
- 1. StepChange Put Your Content Where It Counts August 12 2008
Presenter: Kevin Tate
2. About StepChange
- Team of experienced Web Designers and Developers
- Focused on Social Media and Marketing
- Founded in 2006 in Portland, Oregon.
Distributed Marketing AppsOpen Social AppsMySpace AppsAffiliate
ProgramsMicrositesWidgetsFacebook AppsOptimized Landing PagesSocial
Marketing AppsCustom Social Networks Strategy Design Development
Engagement 3. Our Work with Clients & Agencies
- Social Marketing Campaigns
- Online Marketing Strategy
Some of our clients 4. Todays Topics
- Social Marketing Campaign Strategy
- Taking Your Content to Your Customers
- Beyond Widgets:Distributed Applications
5.
- Social Marketing Campaign Strategy
6. Social Marketing
- A useful new tool for driving:
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- Reachyour target audience there
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- Create somethingcompelling
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- Spark aconversation in the market
- 50% of adults use Social Media
- 85% of 18-34 yr-olds use social media to communicate
- 20% of 18-34 write and publish blogs
- - Universal-McCann Study, August 2008
7. Reaching Your Audience: Forresters Ladder of Participation
Source:Groundswell www.forrester.com/groundswell 8. What Kind of
Conversation are you trying to Create? Source:Groundswell
www.forrester.com/groundswell Goal Community / Campaign Focus
Research Listening to what customers have to say Marketing Getting
customers talking to one another Sales Energizing customers to buy
Support Helping customers support one another Development Embracing
customer ideas in design 9. Stitching Together an effective Social
Media Campaign
- Whodo you want to get talking?
- Whatdo you want them to talk about?
- Howare you going to do it?
- Whereto start the conversation?
Recommended Reading: Andy Sernovitzs www.DamnIWish.com BLOGS
EMAIL 10. Some Things to Remember (Reality Check)
- Just because its on Facebook / in a widget doesnt automatically
make it compelling
- If someone wouldnt share/subscribe via email, odds are low they
will by using a widget/app
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- increases the reach of influencers (everyone)
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- lowers the barriers to broadcast/sharing but doesnt lower the
bar on whats remarkable
11. Example: Social Marketing Campaign with Viral Videos
- Social Marketing campaign to drive awareness online
- Viral video centerpiece with a focus on sharing, fans and
embedding
- Included video widget, landing page, Facebook page &
YouTube Group
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- >400 installs of the widget
12.
- Taking Your Content to Your Customers
13. Packaging Content for Distribution aka The Turducken
- Use feeds & APIs to leverage existing content
- Let distribution platforms do the sharing work
Distribution Platforms Enterprise Content
- Create interactive widgets and applications
Content Creation Custom work from Agencies Microsites Widgets
Social Nets Mobile Distributed Content & Applications
- Allow customer to consume & interact wherever they are
14. Sneak Preview ofSidecar : Distributed Content Mgmt Platform
Enterprise Content Distributed Content & Applications
Distribution Platforms Content Creation Custom work from Agencies
Microsites Widgets Social Nets Mobile
- Provides control and visibility over content elements no matter
where they are.
- Sidecar wrapper can be applied to content in a wide range of
formats(HTML, Flash, etc.)
- Sidecar can ride along with content in nearly any distribution
platform
wrap key content in Sidecar Manage Distributed Content &
Applications Content Management(offers, messaging, feeds) Insight
and Reporting (engagement, adoption) Targeting and Relevance
(testing, segmentation) 1 2 maintain control & visibility keep
data in sync with main site 3 15. Example:DealerBug A
Loyalty/Service Widget for Auto Dealers
- A way to extend the customer relationship off the lot better
than email
- Mix of content, service and marketing (special offers)
- Turducken in effect Feeds AJAX Clearspring Desktop
- Sidecar used by dealers to manage individual content
16.
- Beyond Widgets:Distributed Applications
17. The Advent of the Distributed Web
- Welcome to the Distributed Web .
- If Web 2.0 established the infrastructure and culture of the
social Web,the next cycle will be all about delivering Web content
and applications to the point of consumption. This next phase is
not about aggregating content or visitors to a single Web site;
it's aboutdisseminating information and applications to the users
where ever they may be- another Web site, a mobile device, a
consumer electronics gadget.
- The Distributed Web changes the game for content creators, Web
advertisers and marketers, media sites, and consumers. As content
and application providers focus on serving consumers where ever
they are, they will neednew techniques to syndicate content and
audit their audience.
- - Chris Shipley, July 08, Demo.com
18. Distributed Applications: Hub and Spoke Model
- Widgets were the first training ground for the Distributed
Web
- Social Networks have been second (lots of lessons learned)
- Mobile is shaping up to be next, and largest, catalyst
Social Networks Mobile Blogs & Community Desktops &
Homepages
Customers Partners Suppliers
- All content, products & services available
- Point-of-origin for data & sync
19. Example:ThisNext Social Shopping in Facebook
- Social Networking Apps to drive engagement by extending the
main site
- Creating interactions, games and activities to create momentum
in the social context
- Integrated applications share data and userswith the main site,
driving new:
20. For further information
- ReadWriteWeb www.readwriteweb.com
- SexyWidget www.sexywidget.com
- Damn I Wish Id Thought of That www.damniwish.com
- Mashable www.mashable.com
- Changelog (StepChange Blog) stepchange.typepad.com/blog/
310 SW 4 thPortland, OR 503.224.3188 [email_address]
www.StepChangeGroup.com Contact Us
