Nycinternetmarketing

Internet Marketing Jason Kuruzovich

LALLY SCHOOL OF MANAGEMENT & TECHNOLOGY lallyschool.rpi.edu

There have been profound changes in technology and the information processes define our society

Internet 0.1 beta (18th Century)

Internet 0.1 Beta (18th Century)

Chain of towers or optical telegraph capable of transmitting 1-3 symbols per min Towers 5-20 KM apart

“We create as much information in two days now as we did from the dawn of man through 2003.” -‐Eric Schmidt, Former CEO of Google

Information Economy TRADITIONAL PRODUCTION PROCESS

INFORMATION BASED BUSINESS PROCESS

INFORMATION TECHNOLOGY

Today’s talk is really about

two things….

(1) Technology

WEB 1.0

WEB 2.0

(2) Processes

SOCIAL MARKETING

WEB MARKETING

WEB 1.0

WEB 2.0 SOCIAL MARKETING

WEB MARKETING

TECHNOLOGY PROCESSES

How have changes in technology

enabled changes in marketing processes?

FIND

ENGAGE SOCIAL MARKETING

WEB MARKETING

CUSTOMERS PROCESSES

How do organizations

effectively use technology in their marketing processes to

find and engage their customers?

(1) Technology

WEB 1.0

WEB 1.0 changed the economics of information search and information

distribution

(2) Processes

WEB MARKETING

Measure

Target

Optimize

EFFECTIVE WEB MARKETING

Lean Marketing

MARKET DATA

STRATEGY

(1) Technology

WEB 2.0

WEB 1.0 sounds great, what is WEB 2.0 and why do we need it?

Companies can develop some bad habits, like they are at war with their customers

Segmenting

Campaigns Targeting

Prospecting

Web 2.0 is HYPE…

http://headrush.typepad.com/creating_passionate_users/2005/12/have_you_update.html

…and an opportunity…

The Facebook Social Network

800 Million People on Facebook

…to connect with the world

WEB 2.0 changes who is creating the information

(2) Processes

SOCIAL MARKETING

Social marketing is NOT posting ads and information on social channels

Social marketing is NOT about being on social media channels or having a blog

Social marketing is not about being on social media, it is about being social

Humans are social beings that want to be helpful to others

To survive and thrive in social marketing, you need to…

Accept that consumers are now empowered to act as

social beings

Transform your marketing processes to social processes

which engage your employees and customers

Measure

Target

Optimize


Listen

Converse

Engage

EFFECTIVE SOCIAL MARKETING

Listen

Converse

Engage


People value fairness and are willing to spend a lot of effort to punish unfair treatment or inappropriate actions

Listen

Converse

Engage


Social processes converse with customers person-to-person

Social processes empower your employees

Listen

Converse

Engage


Engagement is being innovative in telling your customers what your

brand is about

Engagement is asking your customers what they care about and funding it

Engagement is letting your customers enhance your marketing

Closing quiz…what 2 things was this presentation about?

Measure

Target

Optimize


Listen

Converse

Engage


WEB 1.0 WEB 2.0 TECHNOLOGY

PROCESSES

Oh, and there is one more thing…

WEB 3.0 will enable programs to interact seamlessly with other

programs

Imagine if Siri could…

Siri, could you buy my dad something from his Amazon wish list that costs between 50 and 75 dollars

RPI is one of the leading leading the developers

of Web 3.0 Technologies

Technology is what RPI is all about

The Lally School is about bringing technology and business processes together through a focus on innovation

INNOVATION

RPI Innovation Ecosystem

Internet Marketing

Used in the creation of this presentation Chris Dellarocas http://www.slideshare.net/tournesol67/its-‐not-‐about-‐being-‐on-‐social-‐its-‐about-‐being-‐social?from=ss_embed Eric Reiss http://theleanstartup.com/principles

Nycinternetmarketing

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