Digital And New Media Strategy using Web 2.0
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The document provides an outline for a digital and new media strategy consulting service that utilizes Web 2.0 technologies. It discusses implementing a Web 2.0 strategy through a framework involving strategy planning, people profiles, objectives, and available social media channels and technologies. Examples are also given of implementing listening strategies and creating online communities, questions/answers sections, and idea exchanges to engage customers.
Digital And New Media Strategy using Web 2.0
- 1. Digital and New Media Strategy using Web 2.0 Technologies Mahesh Patwardhan Digital and New Media Consultant
- 2. Outline • Digital and New Media Strategy Consulting • Web 2.0 Strategy Planning Framework • Implementing Web 2.0 Strategy • Discussion
- 3. Portfolio of Services offered as part of the Digital and New Media Consulting Services DIGITAL AND NEW MEDIA CONSULTING SERVICES
- 4. Consulting Service Objectives Implement • To help clients build and deploy internet applications to Internet achieve business objectives • To help clients deploy applications to collaborate efficiently Applications with business partners • Help clients Audit their online presence and provide roadmap Audit online • To help clients audit client sites/applications and provide recommendations for usability and performance improvements presence • To help clients use the internet optimally to achieve business objectives and growth Brand • To help client effectively use the internet to market their brand effectively and help achieve business targets Marketing
- 5. Service Positioning Internal Consulting Team Clients Teams Interface between • Existing Clients client and internal • Business teams • New Clients Units • Domestic • Service Delivery to • Overseas • Development client Teams • Development and Deployment by Internal Teams
- 6. Service Delivery Approach Audits, Requirements, • Service Delivery by Analysis, Strategy, Consulting Team Planning, Design, Recommendations Development, • Development Team Deployment, Monitoring and Maintenance • Software Partners
- 7. Digital and New Media Consulting Services Online Advisory Technology Marketing Services Services Services
- 8. Advisory Services Service Description • Gathering of requirements, gap-analysis Requirement Analysis • Strategy Roadmap that includes technologies, and Strategy Planning platforms, channels, resources, budget plan and project roll-out phases Information • Information architecture, functionality Architecture Design specifications and design direction • Audit of UI of websites and online services Usability Audits • Identify and recommend changes to UI to enhance usability • Audit of system performance for user responses Performance Audits • Performance tuning recommendations
- 9. Technology Services Service Description Intranets/Knowledge • Identify requirement for company intranets, design, Management Portals develop and deploy Intranet/KM Portal Content Management • Identify requirement for content management solutions, design, develop and deploy Content Solutions Management System Custom Application • Identify requirement for Integration with ERP, CRM, Legacy Applications etc., design, develop and deploy Integration integrated custom solution eCommerce Applications • Identify requirement for ecommerce solutions, design, develop and deploy ecommerce solution • Identify requirement for business intelligence Business Intelligence solutions, design, develop and deploy business intelligence solutions
- 10. Online Marketing Services Service Description • SEO • SEM Online Marketing • email Marketing • Online Ads • Google Analytics Web Analytics • Omniture • WebTrends • Social Networking Brand Marketing • Blogs using Web 2.0 • Wikis • Microblogging
- 11. A stepped approach to a social media strategy. STRATEGY PLANNING FRAMEWORK
- 12. Strategy Planning Framework Technology Strategy Objectives People Profiles
- 13. Social Technographics - from Forrester Research Creators Critics Collectors Joiners Spectators
- 14. People Profiles • Publish a blog , Publish own Web pages Creators • Upload video, audio/music you created • Write articles or stories and post them • Post ratings/reviews of products/services Critics • Comment on someone else’s blog • Contribute to online forums, edit articles in a wiki • Use RSS feeds Collectors • Add “tags” to Web pages or photos • Vote for web sites online • Maintain profile on a social networking site Joiners • Visit social networking sites • Read blogs Spectators • Watch video from other users , Listen to podcasts • Read online forums, customer ratings/reviews
- 15. Objectives • Research Listening • Ongoing monitoring of your customer’s conversations with each other • Marketing Talking • Participating in and stimulating two-way conversations your customers have with each other • Sales Energizing • Making it possible for enthusiastic customers to help sell each other Supporting • Support • Enabling your customers to support each other • Development Embracing • Helping your customers work with each other to come up with ideas to improve your products and services
- 16. Strategy Internet Media • Display Ads • Search – SEO and SEM • Email • Affiliate Programs, Sponsorships Social Media Channels • Blogs • Communities • Discussion Forums • Microblogging • Q&A • RSS Readers • Social Networking • Photos, Video Sharing • Voting • Wikis
- 17. Technology Social Networks • Facebook, MySpace, Orkut, Hi5 Photo and Video Sharing • YouTube, Flickr, Slideshare Blogs • Blogger, Wordpress, TypePad Microblogging • Twitter Social Bookmarking • Del.icio.us, Stumbleupon RSS Readers • NetVibes, feedburner Voting • Digg Forums • Yahoo Groups, Google Wikis • MediaWiki, pbwiki…
- 18. IMPLEMENTING A WEB 2.0 STRATEGY
- 19. Listening
- 23. Don’t Shout at them…….get the conversations going
- 24. Examples of implementing a Web2.0 strategy CASE STUDIES USING WELL KNOWN BRANDS AS EXAMPLES
- 27. Help customers support each other • Provide a platform for consumers to support each other • QnA site where consumers pose questions and others answer • Rate answers
- 28. Create a Question / Answers section on the site
- 29. Create an Idea Exchange
- 30. Create an Idea Exchange
- 31. Internal Productivity • Internal company blog for employees • Wiki for collaboration on projects
- 32. For employees : Internal Company Blog
- 33. For employees: Collaboration tools
- 34. Identify Channel • Target Group: – Male, 24-40, Working professionals, businessmen, living in metros • Profile: – Social Networkers – Spectators • Channels: – Video Channel – F1 fan site with messaging • Technology: – YouTube – SN website
- 36. Fan sites
- 37. Identify Channel • Target Group: – Female, 26-38, Mothers, Housewives, Working professionals, metros, Tier 1 • Profile: – Social Networkers – Creators – Collectors • Channels: – Community for young mothers • Technology: – Wiki site
- 43. Open Source Platforms OPEN SOURCE PLATFORMS FOR SOCIAL MEDIA
- 44. Some CMS • Alfresco • Liferay • Drupal • Joomla
- 45. Some Social Networking Platforms • Facebook • MySpace • Orkut • Ning • LovdByLess • Elgg • GitHub • Squiz
- 46. Forums / Reviews • Ostatic for review/ratings • Vanilla for forums
- 47. Some CMS • Alfresco • Liferay • Drupal • Joomla
- 48. Some Blogging Platforms • Wordpress • Typepad • Blogger • Movable Type • Drupal
- 49. Voting • Digg for voting • CrispyNews
- 50. Some Wiki Platforms • MediaWiki • Twiki • PmWiki • DokuWiki • MoinMoinWiki
- 51. Social Media Metrics SOCIAL MEDIA MEASUREMENTS AND ANALYTICS
- 52. Measurements • Volume of User Participation • Unique visitors • Number of participants/members Ratings/Reviews • Time Spent • Online Sentiment (Positive/Negative) • Volume of User Participation • Unique visitors Communities • Number of participants/members • Page Views • Time Spent
- 53. Measurements • Volume of User Participation • Unique visitors • Click throughs Videos • Page Views • Volume of forwarded content • Volume of User Participation • Unique visitors Communities • Number of participants/members • Page Views • Time Spent
- 54. Measurement • Unique visitors • No of Subscribers • Volume of User Participation (Comments) Blogs • Number of Unique Blogs that link to your Blog • Page Views • Time Spent
- 55. Measurement
- 56. NielsenMetrics
- 57. Thank You!