Web Marketing 2.0Web Marketing 2.0Viral, Social and Measuring the TrendViral, Social and Measuring the Trendby Chad Udellby Chad Udell

An OverviewAn Overview

Who Am I? Who Am I?

Designer at heart, developer by trade.Designer at heart, developer by trade.

What Do I Know?What Do I Know?

Web Designer for Rollingstone.com, freelance game developer (Lego, Nick.com, Cartoon Web Designer for Rollingstone.com, freelance game developer (Lego, Nick.com, Cartoon Network)Network)

Nearly a decade of experience is designing, developing and delivering web experiencesNearly a decade of experience is designing, developing and delivering web experiences

What Do I Do?What Do I Do?

Developer for the Iona Group in Morton, IL Developer for the Iona Group in Morton, IL www.ionagroup.comwww.ionagroup.com

Instructor at Bradley in the Multimedia ProgramInstructor at Bradley in the Multimedia Program

Active blogger on design and development related topics at www.visualrinse.comActive blogger on design and development related topics at www.visualrinse.com

Web Marketing - A Brief HistoryWeb Marketing - A Brief History

Traditional Ad BannersTraditional Ad Banners

Popups, PopundersPopups, Popunders

Interstitials and MicrositesInterstitials and Microsites

CoBranded and Other StrategiesCoBranded and Other Strategies

Newsletters, Mailing ListsNewsletters, Mailing Lists

Web Marketing – Recent Web Marketing – Recent DevelopmentsDevelopments

Broadband penetration is nearing 50% (US is actually only 14th on the Broadband penetration is nearing 50% (US is actually only 14th on the list of nations in penetration) - list of nations in penetration) - http://www.pewinternet.org/PPF/r/224/report_display.asphttp://www.pewinternet.org/PPF/r/224/report_display.asp

Video has become pervasive (Flash Player Version 6 intro’ed video, we Video has become pervasive (Flash Player Version 6 intro’ed video, we are currently on version 9, version 10 is just around the corner - will are currently on version 9, version 10 is just around the corner - will bring HD video to Flash) - bring HD video to Flash) - http://www.pewinternet.org/PPF/r/219/report_display.asphttp://www.pewinternet.org/PPF/r/219/report_display.asp

Traditional advertising methods on the web (banners, etc.) have all been Traditional advertising methods on the web (banners, etc.) have all been nearly exhausted - click overload - nearly exhausted - click overload - http://en.wikipedia.org/wiki/Click-through_ratehttp://en.wikipedia.org/wiki/Click-through_rate

Web 2.0 techniques of content sharing and community building are now Web 2.0 techniques of content sharing and community building are now being explored and used to create advertising opportunities, expand being explored and used to create advertising opportunities, expand marketing efforts and increase reachmarketing efforts and increase reach

Web 2.0 – What is it?Web 2.0 – What is it?

Web 2.0 is not a revision or upgrade to the web.Web 2.0 is not a revision or upgrade to the web.

It is a perceived transition to a system where content and sites It is a perceived transition to a system where content and sites are integrated with each other via a number of data exchange are integrated with each other via a number of data exchange formatsformats

Successful content is now more about “pull” than push.Successful content is now more about “pull” than push.

Communities are vetting the content and products that are Communities are vetting the content and products that are appropriate for the groupappropriate for the group

Selling and marketing on the web is changing with itSelling and marketing on the web is changing with it

Web 2.0 Changes to Web Web 2.0 Changes to Web Marketing – 1Marketing – 1

Viral site/videoViral site/video

Irreverant, humorous, edgy content wins the dayIrreverant, humorous, edgy content wins the day

Limited branding, limited product placement allow for low impact selling and Limited branding, limited product placement allow for low impact selling and increase pass alongincrease pass along

Encouraging users to send the message along is hugeEncouraging users to send the message along is huge

Enabling users to embed the content, comment on it, builds the snowball effectEnabling users to embed the content, comment on it, builds the snowball effect

Key Examples: Subservient Chicken, Trunk Monkey, Monk-e-mail, Hungry SuitcaseKey Examples: Subservient Chicken, Trunk Monkey, Monk-e-mail, Hungry Suitcase

Web 2.0 Changes to Web Web 2.0 Changes to Web Marketing – 2Marketing – 2

Newsletters Lose Their LusterNewsletters Lose Their Luster

Email as a branding/selling medium is not as effective anymore, open rates are low, Email as a branding/selling medium is not as effective anymore, open rates are low, click throughs even lowerclick throughs even lower

You hated spam, now you are bombarded with Bac’nYou hated spam, now you are bombarded with Bac’n

Content Syndication (RSS) and mobile content delivery via SMS are emerging as a Content Syndication (RSS) and mobile content delivery via SMS are emerging as a more effective way of sending your message to interested users/customersmore effective way of sending your message to interested users/customers

Web 2.0 Changes to Web Web 2.0 Changes to Web Marketing – 3Marketing – 3

Social MediaSocial Media

Communities with active and interested people in your products and services are a Communities with active and interested people in your products and services are a great way to expand your reach and brandgreat way to expand your reach and brand

MySpace, Facebook, Digg, Del.icio.us, Reddit, FeedBurner and the like can make MySpace, Facebook, Digg, Del.icio.us, Reddit, FeedBurner and the like can make your content a winneryour content a winner

Rip, Mix, Burn – Promoting mashups, distributing widgets and enabling content Rip, Mix, Burn – Promoting mashups, distributing widgets and enabling content sharing from your site or media can expand your reachsharing from your site or media can expand your reach

Consumers are becoming content producers – Blogging, Flickr, etc.Consumers are becoming content producers – Blogging, Flickr, etc.

Evolutions in MeasuringEvolutions in Measuring

BasicsBasics

The Internet is the most measurable media man has ever produced. – The Internet is the most measurable media man has ever produced. – http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=67007http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=67007

In spite of that, the number of measuring sticks make the task dauniting.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.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?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 Pick your metrics before the project starts, share those metrics with your team and stick with them.stick with them.

Standardization on definitions of terms is helpful: What is a “page view” - 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

In ConclusionIn Conclusion

The marketplace is changingThe marketplace is changing

Video is growing at an immense rateVideo is growing at an immense rate

Community acceptance makes the difference between a success and a failure - Community acceptance makes the difference between a success and a failure - cater to your users and don’t oversellcater to your users and don’t oversell

Without planning and team agreement, measuring effectively is impossible.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 Check out a recent community site The Iona Group created for Tyson Foods at cluckhere.com – send a video ecard – an Improv-O-Gramcluckhere.com – send a video ecard – an Improv-O-Gram