StepChange: Put Your Content Where It Counts

  • View

  • Download

Embed Size (px)


These slides are from an 8/12/08 webinar by StepChange - a Portland design and development firm focused on Social Media and Marketing applications (

Text of StepChange: Put Your Content Where It Counts

  • 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

  • Distributed Widget Apps
  • Social Networking Apps
  • 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


  • Social Marketing Campaign Strategy

6. Social Marketing

  • A useful new tool for driving:
    • Awareness
    • Acquisition
    • Insight
  • If you can:
    • Reachyour target audience there
    • Create somethingcompelling
    • 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 8. What Kind of Conversation are you trying to Create? Source: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 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
  • Social Media:
    • increases the reach of influencers (everyone)
    • 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
  • First two weeks results:
    • Over 150,000 video views
    • >400 installs of the widget
    • Mentions on >50 blogs
    • Coverage on Radio and TV


  • 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


  • 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,

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

  • Content
  • Publishing
  • Marketing
  • Campaigns
  • Products
  • Commerce
  • Affiliates
  • Transactions
  • Service
  • Support
  • Add-on
  • Updates

Customers Partners Suppliers

  • Primary Web Site
  • Home Base Online
  • 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:
    • new customer profiles
    • product recommendations
    • user-generated content

20. For further information

  • ReadWriteWeb
  • SexyWidget
  • Damn I Wish Id Thought of That
  • Mashable
  • Changelog (StepChange Blog)

310 SW 4 thPortland, OR 503.224.3188 [email_address] Contact Us