Doing Business in a Digital World

SW Learning Series February 2010

© 2010 SOWEB Inc. 1

Where are we?

What is the Web 2.0?

Web 2.0 Definition

Advanced Internet technologies and

applications that  facilitate interactive 

information sharing, interoperability, 

user-centered design,[1] and collaboration on the 

World Wide Web.

The Evolution: Web 1.0 … Web 2.0…. Web 3.0

Web 1.0

Read-only content (eBrochures)

Static Websites

One-way communication

Passive

Closed environment

Centralized approach

Web 2.0

Read-write content

Dynamic Websites

Two-way communication

Active

Collaborative environment

Crowdsourcing

Web 3.0

3D Virtual Worlds

Ubiquitous Computing

Semantic Web

?

The New Business Landscape

Marketing is NOT about your agency winning awards. It’s about your company WINNING BUSINESS

Companies MUST drive people into the purchasing process with great, valuable online content, not just advertising

Blogs, news releases, eBooks, webinars, and other forms of online content let organizations communicate directly with buyers in ways they appreciate

People want PARTICIPATION and AUTHENTICITY

Marketing is now about delivering the right content, at the right time when your audiences need it, NOT one-way interruption

Evolve from maintream marketing to reaching many underserved audiences

Content, content, content…You are what you publish

PR is now a global audience

A new (key) Component: Social Media

Social Media - [soh-shuhl mee-dee-uh] - Noun

It’s a set of technologies, tools and platforms that facilitates the

discovery, participation and sharing of online content. It is

transforming monologues (one to many) into dialogues (many to

many) and turning readers into publishers.

Social Media is Changing our World

Embrace it, evolve and succeed.

How are Businesses using these new Platforms?

Develop Market Research Improve Marketing Communications / PR Generate Leads Drive Website Traffic Enhance Brand Presence and Loyalty Gather Customer Feedback Competitive Intelligence Support On/Off-line Events Enable customer conversations Deliver valuable content in real-time Create Buzz around products & services Listen to the market and learn Connect with customers at a personal level Crowdsourcing (Mass Collaboration)

Website or Online Presence?

The new Website components

Main Features

Business & Marketing Strategy-based

Good web-design based on standards (W3C)

Usability, Conversion and User Behavior-optimized

Content, content, content

Scalable

SEO/SEM

Social Media powered

Integrated to offline marketing and sales initiatives

Measurable

Main Goal: Turn Browsers into Buyers and Prospects into Leads

Where do I start?

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. Sun Tzu 

1. Know what you want and know your audience

1. Create a web strategy and define project goals

2. Develop an implementation plan with the right mix of tools for your company

3. Define your content strategy, including all online presence channels

4. Integrate online and offline initiatives for better marketing effectiveness

5. Select only proven, professional hosting and development providers

6. Protect your brand

7. Monitor, Test, Learn, Repeat

8. Measure the right metrics

Some facts worth considering

1. Consumer attention span online has decreased to 3 seconds or less

2. People don’t read, they scan information online

3. Buying decisions are made online long before visiting stores

4. Consumers and buying patterns are changing.

5. Your online reputation can make you or break you (literally)

6. 75% of web users admit they make judgements about the credibility of an organization based on the design and content of its website

1. 43% of all retail sales are expected to be influenced by or made on the Internet by 2012

8. 54% (112 million) of the US Internet-User Population are on Facebook

Sources: Forrester Research, Standford University, SOWEB

Remember…

The game has changed and the stakes have gone up.

Your online presence is an investment, NOT a cost.

Start leveraging the Power of the Web today!

One last Message: Be human

About SOWEB

SOWEB is a digital marketing company based in Fort Lauderdale. We blend strategy, technology and creativity to help you connect with your customers online. With over 15 years experience and solid knowledge of “what works for what” in the digital world, our only mission is to help organizations like yours navigate and take advantage of the highly interactive and social nature of the Web.

For more information, visit http://www.sowebinc.com.

Follow us @sowebinc

Ernesto Sosa / Principalesosa@sowebinc.com