IPD Group diagnostic presentation
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This document discusses conducting a web strategy diagnostic. It identifies threats of being cut out by competitors and opportunities to cut other competitors out through a low-cost business model and content library. It notes that marketing has changed and resources should be nurtured. Metrics show most visitors want information, some want to compare, and few are ready to buy, so a system and measurement of nurturing visitors is needed.
IPD Group diagnostic presentation
- 1. Web Strategy Diagnostic Adam Franklin, Marketing Manager
- 2. 1. Threat - being cut out 2
- 3. Opportunity - cutting the rest out 3
- 4. 2. Cost saving 4
- 5. 3. Low cost business model
- 6. “On the web you are what you publish” David Meerman Scott 4. Content library - consulting engineers
- 7. 5. Marketing has changed
- 8. 6. Resourcing your 8
- 9. 75% information 23% compare 2% ready to buy Nurture with love 9
- 10. System & measurement 10
- 11. Thank you
Editor's Notes
- #2: Stand. Pause. 4Fs. \n
- #3: \n
- #4: \n
- #5: \n
- #6: You’re sitting on gold. Done the hard work. Just share it!\n
- #7: You’re sitting on gold. Done the hard work. Just share it!\n
- #8: Best stat – 14% vs 78%. Best form of marketing...? WOM + Referral. Social is WOM on STEROIDS. \n\nSocial media is a bit like coming to FULL DAY WORKSHOP STRANGERS  ACQUAINTENCES  FRIENDS  CUSOTOMERS\n\nSM is about People. Earning Attention. Building Trust & Nurturing Relationships.\n
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- #12: Save your questions…. \n\nROI?\nSocial media is about relationships\nWhat’s the ROI of answering your phone, replying to emails or saying Hi to someone.\n- Over time you’ll win business thanks for relationships you’ve nurtured on social media.\n\nFinding the time? \n-- iPhone – utilise dead time (at an airport, waiting for a meeting)\n-- hire a journalist\n-- hire a GenY – it’s second nature, not work!\n