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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

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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?

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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

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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/