Web Marketing 2.0

1
Web Marketing 2.0

• Viral, Social and Measuring the Trend
• by Chad Udell

2
An Overview

• Who Am I?
• Designer at heart, developer by trade.
• What Do I Know?
• Web Designer for Rollingstone.com, freelance game
  developer (Lego, Nick.com, Cartoon Network)
• Nearly a decade of experience is designing,
  developing and delivering web experiences
• What Do I Do?
• Developer for the Iona Group in Morton, IL
  www.ionagroup.com
• Instructor at Bradley in the Multimedia Program
• Active blogger on design and development related
  topics at www.visualrinse.com

3
Web Marketing - A Brief History

• Traditional Ad Banners
• Popups, Popunders
• Interstitials and Microsites
• CoBranded and Other Strategies
• Newsletters, Mailing Lists

4
Web Marketing Recent Developments

• Broadband penetration is nearing 50 (US is
  actually only 14th on the list of nations in
  penetration) - http//www.pewinternet.org/PPF/r/22
  4/report_display.asp
• Video has become pervasive (Flash Player Version
  6 introed video, we are currently on version 9,
  version 10 is just around the corner - will bring
  HD video to Flash) - http//www.pewinternet.org/PP
  F/r/219/report_display.asp
• Traditional advertising methods on the web
  (banners, etc.) have all been nearly exhausted -
  click overload - http//en.wikipedia.org/wiki/Clic
  k-through_rate
• Web 2.0 techniques of content sharing and
  community building are now being explored and
  used to create advertising opportunities, expand
  marketing efforts and increase reach

5
Web 2.0 What is it?

• Web 2.0 is not a revision or upgrade to the web.
• It is a perceived transition to a system where
  content and sites are integrated with each other
  via a number of data exchange formats
• Successful content is now more about pull than
  push.
• Communities are vetting the content and products
  that are appropriate for the group
• Selling and marketing on the web is changing with
  it

6
Web 2.0 Changes to Web Marketing 1

• Viral site/video
• Irreverant, humorous, edgy content wins the day
• Limited branding, limited product placement allow
  for low impact selling and increase pass along
• Encouraging users to send the message along is
  huge
• Enabling users to embed the content, comment on
  it, builds the snowball effect
• Key Examples Subservient Chicken, Trunk Monkey,
  Monk-e-mail, Hungry Suitcase

7
Web 2.0 Changes to Web Marketing 2

• Newsletters Lose Their Luster
• Email as a branding/selling medium is not as
  effective anymore, open rates are low, click
  throughs even lower
• You hated spam, now you are bombarded with Bacn
• Content Syndication (RSS) and mobile content
  delivery via SMS are emerging as a more effective
  way of sending your message to interested
  users/customers

8
Web 2.0 Changes to Web Marketing 3

• Social Media
• Communities with active and interested people in
  your products and services are a great way to
  expand your reach and brand
• MySpace, Facebook, Digg, Del.icio.us, Reddit,
  FeedBurner and the like can make your content a
  winner
• Rip, Mix, Burn Promoting mashups, distributing
  widgets and enabling content sharing from your
  site or media can expand your reach
• Consumers are becoming content producers
  Blogging, Flickr, etc.

9
Evolutions in Measuring

• Basics
• The Internet is the most measurable media man has
  ever produced. http//publications.mediapost.com
  /index.cfm?fuseactionArticles.showArticleHomePage
  art_aid67007
• In spite of that, the number of measuring sticks
  make the task dauniting.
• Server side, client side, commercial or free?,
  surveying, user tests, heat maps, etc.
• What to measure, what to focus on? Page views,
  uniques, YouTube views?
• Pick your metrics before the project starts,
  share those metrics with your team and stick with
  them.
• Standardization on definitions of terms is
  helpful What is a page view -
  http//www.webanalyticsassociation.org/attachments
  /committees/5/WAA-Standards-Analytics-Definitions-
  Volume-I-20070816.pdf

10
In Conclusion

• The marketplace is changing
• Video is growing at an immense rate
• Community acceptance makes the difference between
  a success and a failure - cater to your users and
  dont oversell
• Without planning and team agreement, measuring
  effectively is impossible.
• http//www.makemylogobiggercream.com/
• Check out a recent community site The Iona Group
  created for Tyson Foods at cluckhere.com send a
  video ecard an Improv-O-Gram