Marketing 2.0 What Does it Mean?

This podcast is a brief introduction to Bernie Borges’ forthcoming book: Marketing 2.0: Bridging the Gap Between Seller and Buyer. Targeted publish date April 2009.

So, what exactly do I mean by Marketing 2.0?

Marketing 2.0 is a play on words on which parallels Web 2.0. As you know Web 2.0 allows for an interactive experience on a web site (blog, social network, podcast, wiki, etc.)

In Marketing 1.0 we interrupt, we intrude, we disrupt our prospective buyers through various advertisements, direct mail, email messages and cold calls. Marketers have tried for decades in 1.0 to interrupt the buyer in hope of getting a message across with a call to action. Then, if we get a 1% response to our interruptive marketing, we think we’re doing well!

Some forms of Marketing 1.0 can be effective, such as advertising on the side of a shuttle bus at a convention to a targeted audience. Or, some banner advertising can be effective in a very niche industry website. If you are a supplier in a narrow niche and there are good niche portals in your industry this can be an effective marketing strategy.

But even effective 1.0 marketing should be supported with 2.0 strategies comprised of great content on blogs, podcasts and other social web platforms where you can engage in two way conversations.

Marketing 2.0 shifts all the power to the consumer (the buyer). It’s a paradigm shift. I argue it’s even a mindset shift. The power is no longer in the hands of the marketer. The buyer has the ability to engage in conversations on the web with others who share common interests to learn, research and hear from others about products and services of interest. The buyer can learn about a company whose product is being considered, the industry trends, employees, the people of influence, etc. Before a buyer makes a purchase decision he/she has an unparalleled ability to hear from others who have made a similar purchase decision.

Then, how can marketers influence buyers in a world of social interaction on the web?

Through a Marketing 2.0 mindset!

As marketers we have to be aware of this shift of power and engage our buyers in sincere and authentic conversations. A conversation is two way. We need to speak with, not talk (shout) at them.

In the old 1.0 world marketers blasted messages out. Marketing 2.0 is speaking with your buyer in conversations, getting engaged and listening to them.

For example I heard a story about how Paul Colligan was flying somewhere on a Southwest Airlines flight and his flight was canceled. He posted a comment on Twitter (his Twitter name is @colligan) about his frustration and when he eventually landed on the other side, Southwest Airlines had contacted him through the web (on Twitter) to say “we heard you and we want to make it right.” Kudos to Southwest Airlines for listening and taking action quickly! Paul Colligan then Tweeted about the positive reaction he got from Southwest Airlines. In the end, Southwest Airlines got good exposure for their swift action, not in the media but on the social web (which I argue is the new media but that’s the subject of a future blog post).

Too many people view the web as a one way communication experience. However, social media allows us to have two way communication through engagement. For example, if you have a comment to add about this podcast/blog post you can leave comments below.

All companies of all sizes have the opportunity to get engaged and listen to their prospective buyers using Marketing 2.0 strategies.

Are you using Marketing 2.0 strategies?

Bernie Borges
@berniebay

Beyond Blogs

I frequently deliver a presentation on Web 2.0/Social Media Marketing. It’s a high level presentation that explains to business professionals what Web 2.0 is about. I cover RSS, blogs, podcasts, social networking, micro blogging, wikis and trends to watch. The presentation is available for download.

In my presentation I reference an article written by BusinessWeek in May 2005 which foretold the prominent rise of blogs in the corporate setting. The May 2005 cover story actually uses this phrase in reference to blogging: “Our Advice: Catch up or catch you later.”

The June 2nd issue of BusinessWeek is out and it’s a doozy! I recommend your read it!

The editors did a gem of a follow up story to the May 2005 article. Apparently, the web traffic to the May 2005 article is huge, not to mention the comments posted on their blog about it. Additionally, BW (much to their credit) felt compelled to update the story and particularly write about predictions they missed.

Remember, you should read the entire article. But, here are some excerpts:
“….Three years ago, we wrote a big story – but missed a bigger one….Blogs, it turns out, are just one of the do it yourself tools to emerge on the Internet. Vast social networks…now offer people new ways to meet and exchange information…These social connectors are changing the dynamics of companies around the world. Millions of us are now hanging out of on the Internet with customers, befriending rivals…It’s as if the walls around our companies are vanishing and old org charts are lying on their sides…Ambitious workers use these tools to land new deals and to assemble global teams for collaborative projects.”

Did you catch that last sentence??? These social tools are not just for teenagers. We (you, me and our colleagues) have figured out how to use them productively in our businesses.

The article goes on to talk about tools that have become very popular to include Wikipedia, Twitter, YouTube, iTunes and Facebook. One person is quoted as saying “the new resume is 140 characters,” referencing the paradigm for communicating on Twitter. BTW, you can follow me on Twitter: http://twitter.com/berniebay.

The article gives a few examples of large corporations – BT, IBM – getting real work done on inhouse social networking sites.

One point I feel is very well made (and resonates loud with me) is their first fix to the May 2005 article is to revise the title from “Blogs” Will Change Your Business to “Social Media Will Change Your Business.” Yeah! That hits the nail square on the head!!!

Another well stated point in reference to how people use social media is: “A new class of supercommunicators has emerged.” Another point nailed!

The article closes with this: “Even if the bubble burts – and we predict it will – the power of social media to transform our businesses and society will only grow.”

If you are hungry to learn more about the global impact of social media and how you should be participating, this article is a must read. Here is the link again: Business Week Blog Article

Web 2.0 for B2B Marketers

Last week I gave an updated presentation on “What B2B Marketers Need to Know About Web 2.0.” The venue was TechSelect in Las Vegas (a private conference put on by TechData). The audience was VARs and Systems Integrators who purchase products through TechData. I presented once each on Friday and Saturday.

In both sessions I encountered many similar questions and concerns. Many people had limited knowledge of Web 2.0. Some attendees had profiles in LinkedIn, Facebook and a few in MySpace. Some were familiar with blogging, but surprisingly few. A few attendees had corporate blogs. Most were very interested in learning how to implement a blog strategy.

My advice to those interested in blogging was to start an internal blog first. Even for a small business that can include extensions of the company such as partners, suppliers, customers, etc. This is a relatively safe way to experience the dynamics of a blog. Beyond that, starting a public blog starts with studying the industry landscape to determine a sound blog strategy.

We also discussed micro blogging (Twitter), podcasting and social networking. There was very little awareness of Twitter, but we had interesting discussions around Twitter’s potential business applications.

There was particular interest in podcasting, especially as we discussed how technology buyers often rely on podcast content to help shape their opinions of products and services they consider before making a purchase decision.

We also discussed SEO at a very high level.  In particular we reviewed the growing importance of delivering content through social media platforms to help create links and to contribute to organic rankings. 

I provided up to the minute statistics on most of the topics mentioned above.  The two presentations were very interactive and were interesting and enjoyable for me to deliver.  Based on feedback I received it was informative for the attendees.

The full presentation can be accessed here.  I welcome comments.

Bernie Borges on Tampa Bay CEO Lounge Radio Show

Bernie appeared as a guest on the CEO Lounge radio show on March 29, 2008. Following is an excerpt of the interview.

What is Web 2.0?

Analogy: the world was once considered flat.  When the world was discovered to be round the flat world became obsolete.  Web 1.0 is like a flat world.  Web 2.0 (coined in 2004) is like a round world….In Web 2.0 people can subscribe and get involved in communities.  The value to marketers is the collective influence of these communities.

Important for businesses to understand Web 2.0.  Marketers can harness the power of the collective influence of communities in Web 2.0.

Blogosphere: You can be a speaker or a listener.  Visit or participate or both.   People subscribe to blog conversations.  blogs are two way conversations.  People subscribe to the blog (the conversations). 

Podcasting: it is a media file (audio or video).  People subscribe to a podcast as a series of episodes.  Study: July 2006 Knowledgestorm & Universal McCann surveyed 3900 business and IT professionals.  They are increasing using podcasts.  73% listened to business podcasts more than once.  More than half want more podcast content for white papers, case studies.  Their biggest frustration is scarcity of content. 

Post podcasts to a blog with show notes which are indexed by search engines.  Post podcasts in podcast directories such as iTunes.  Plus the search engine indexing of show notes can drive traffic to your website.

Search engine optimization and Internet Marketing is much more than it was ever before.   With the advent of Web 2.0, many more avenues are available.  But, it takes more strategy and effort.  But, the results can be awesome!

Podcasting Basics

Podcasting Basics Show Notes:  To listen to the podcast click the play button above, download it or subscribe to our podcasts below to the right. 

What is a Podcast?

A podcast is digital file which can be audio or video, that someone can subscribe to, download-able, or listen to on the spot on their computer.

A podcast can be played on a PC or portable MP3 player.

A podcast is time shifted delivery of content similar to a VCR.

Why should marketers care about podcasting?

Podcasts are in the top 10 of most frequently accessed types of online content.

Survey conducted by KnowledgeStorm and Univeral McCann of 3900 B2B professionals summer 2006 (highlights):

32% said they listen to more podcasts than before.

B2B technology buyers are listening to podcasts for business interests.

72% said they have listened to downloaded or subscribed to podcasts on technology topics.

23% said they listen to podcasts on technology topics frequently.

About 60% said they want more content delivered in podcast format, specifically they named white papers and analyst reports.

55% said they would be more likely to consume white papers and analyst reports if delivered in podcast format.

57% said their biggest frustration with podcasts is the scarcity of interesting content (opportunity).

Conclusion: podcasts are not just for entertainment, they are a bonafide business tool!

Podcast strategy considerations for marketers:
Define your marketing objective.
Consider your audience and the topics of interest to them.
Identify the content subjects for podcasting to your audience that meets your objective.
Consider content on tips, trends, thought leadership ideas, case studies, white papers, analyst reports, etc.
The content for podcasting has to be manageable. Not too much in one podcast episode. Segment content into episodes.

Decide on the podcast show format.
Interview style: 2 or 3 people.
Or a solo approach if the personality is appropriate for a solo podcast.

Post your podcasts to a web page or blog post.
Include keyword rich text show notes for search engine optimization (SEO) benefits. Show notes can serve as “spider food.” People can link to your show notes which is also good for SEO.

Offer subscription options to your podcast in directories such as iTunes, and other podcast directories. iTunes is the biggest directory. But, it will only display the top 150 results per keyword phrase, e.g., search on “Web 2.0.”

Track your podcast statistics an episode by episodes basis. Measure which podcast topics have been popular. Track downloads and subscriptions through iTunes. Track podcast blog pages in your web analytics.

Marketing – how much marketing (promotion) can you do in a podcast?
It depends on your audience and topics. Here are some promotional possibilities.
Consider a show sponsor: “This podcast is brought to you by…”
Consider a short commercial at the beginning of the podcast or at the end or both.
Consider a “commercial” break (word from our sponsor) in the middle of the podcast just like a radio show.
Offer your audience a call to action that is only available to the podcast listeners.
Consider a short form for podcasts on topics of high interest that will interest people to fill out the form.

Podcast idea example:
OTA- over the air delivery of broadcasting. Example: iPhone can download music or a podcast or push a podcast out to subscribers.
Consider this scenario: A VP of Sales assembles internal subject matter experts to record a podcast with up to date product and competitive info that needs to be distributed to their glogal salesforce ASAP.  They then push out the podcast to their salesforce using OTA.  Rather than relying on a long voicemail or email, the podcast is delivered to their sales force quickly because they were previously subscribed to the “sales podcast” for just such occasions. Sales people can listen to the podcast even while traveling and stay up to date on time sensitive information.

There are almost no rules in podcast marketing.  Do whatever makes sense for your audience and your content.

Measuring Web 2.0 Buzz

At Find and Convert we’re all about measuring.   We provide our SEO clients detailed metrics.  You know, the usual stuff including unique visits, page-views, time on site, conversions, bounce rates, keywords, referral sources, yada, yada, yada.  I’m not trivializing it by any means.  The metrics we track for SEO and PPC are very important.

But, as more of our clients enter the brave new Web 2.0 world the question is how do we measure results?  Great question!  Not a simple answer….But, there are ways to measure results from your Web 2.0 campaigns.

If you’re blogging, you can measure RSS subscriptions.  You can measure how many others link to your blog.  Who are they?

You can measure how many social bookmarks you receive from popular sites like DIGG and StumbleUpon and how easily your social media content is found in Technorati and Del.icio.us.

You can certainly monitor and measure the comments on your blog.  You can see the tone of comments and the trends in the comments.  In fact, you may find comments to be invaluable “research.” 

Don’t overlook your web stats reports.  You can track referral sources from social media sites.  When you see social media referrals increase, that’s a trend to watch.  If you run campaigns in social media sites, track your web stats carefully to observe traffic from these sites and time spent on your site.  Make sure to have conversion strategies in place for these referral strategies so you can track them easily.

Don’t overlook tools such as Google Alerts and Yahoo Alerts.  In Google Webmaster you can track links from social sites. 

If you manage a large brand, or multiple brands there are more advance social media tracking tools.  Some of them include Andiamo, Website-Watcher, WathThatPage and Visual Sciences.

Internet Marketing strategies require planning, measuring and revising.  The methods and tools used to measure Web 2.0 results vary somewhat from measuring SEO and PPC, but not drastically.  The web analytics field is evolving.  Keep up to date and profit from the results you can measure.

Social Networking 3.0 – Huh?

Podcast Show Notes: Social Networking 3.0 – Why Are We Talking About 3.0?

Because we have to understand the enormity of the interactive web, IE., social media optimization strategies are here to stay.  We have to plan for social networking 3.0 now. 

I believe in tackling things in bite size chunks.  So, anyone who has not jumped into Web 2.0 needs to start now (in bite size chunks).  Those who are already active in Web 2.0 can accelerate their strategies by understanding what the future has in store with regard to social networking/social media.

Background:

Summary of a Podcast from a Stanford University Panel session: July 2007

Panelists from MySpace, Facebook, Ning, Demand Media, Wall

Panel moderator: Charlene Li: Forrester Research

Question posed to panelists: What will social networking look like 3, 5 and 10 years in the future?

Not possible to predict entirely, it’s easier to innovate than predict the future.

The way people will use social networking will change by connecting with people where ever you are in real time through mobile devices.  With more broadband connectivity increasingly available and reliable, the types of collaboration will expand with video, slides, pictures, and file attachments and other kinds of media delivered over the air (OTA).

Ubiquity in social media will become more prevalent.  Everyone has at least one email address so that will be your common denominator for your profiles in social networks. 

User generated content is what social networking is about.  Social networks will become more vertical based on interests, niches or demographics.  Vertical communities will explode!

Social Networks will explode according to the millions of interests and passions of groups of people.  The ability to engage with others as one identity regardless of how many interests we have will become easier.  I will be able to interact as a “golfer,” “dog lover,” “fisherman,” (three examples of personal interests) as well as my professional role at Find and Convert.  In the current social networking environment, I must set up different profiles for each interest and interact with others from each “persona.”

The concept of profiles may even become obsolete – especially multiple profiles.  Social Networking will become integrated into software applications and websites (we are starting to see it already).   We will allow people to intereact with each other on websites and software applications.

In 10 years the workforce will be comprised largely of people who have grown up in an online Social Networking environment.  There won’t even be social networks (as we know them today) because they won’t be thought of as social networks.  They will be ubiquitous (integrated into most applications and websites).

Question: When will today’s social networks become open (they are closed today)?  Currently, we have to maintain separate profiles, Myspace, Facebook, Ning, LinkedIn. 

Facebook is already open….What does closed and open mean in social networks? 

People want to take their identity with them from one social network to another.  Facebook for example has opened up their social network for developers to build apps that can be added and used by anyone in Facebook.  It’s considered complicated to “port” your identity to other social networks.  But, people have different profiles based on different interests.  For example a dog lover can interact in a social network with other dog lovers.  The same person may be a photographer and want to interact with other photographers in a social network.  They are different profiles but the same person. 

So you have the concept of a portable profile.  You should not have to check multiple inboxes and multiple blogs.  So you can respond to people according to your interest such as photographer, or dog lover, or IT manager.

Question: Monetization: In social networking 3.0 what are the new ways to monetize?

The advertising revenue model is only growing.  As social networks get more vertical more targeted advertising is possible.   It’s a huge market that is only getting bigger. 1.3 billion people are online and less than 15% are in social networks.  Viral videos, etc. offer more opportunities for targeted advertising. 

Another monetization opportunity will be in the ability to dress up our profile to maximize our profile’s exposure.  People will buy forms of self expression to dress up their profile.  In B2B it can be buying applications to use in a social network, e.g., a link to Outlook.

As the long tail is more accepted by marketers, social networks will continue to grow in very specific niches.

Current example: Classroom 2.0: a community of educators who is interested in exploring productive applications of technology for use in education.  It’s ironic that many educators are negative about Web 2.0, yet many of them are very positively exploring social networking.

So, what does all this crystal ball stuff about social networking 3.0 mean to a marketer in a business today?

It’s important for all marketers to understand what trends loom in the horizon.  Marketers must have insight into potential trends that could positively or negatively impact their business. 

There are many examples of businesses that didn’t look out in the near future and got blindsided, IBM/Microsoft, Beta/VHS, Apple iPod/music distributors.  The CEO of Data General (a defunct computer company) once said the PC was a passing fad in the mid 1980s.

Disruptions occur in markets and social media 3.0 will be an evolutionary disruption.  As marketers we need to be aware of it to understand it and avoid making costly mistakes, as well as to exploit marketing strategies available to us today, next, next month and next year.  We can exploit marketing strategies that may become available to us in Web 2.0 and Web 3.0.

Conversations: The New Definition of Marketing

Did you hear that marketing has been re-defined again?

In the 80s and 90s there was “relationship marketing,” and “one-to-one marketing.”  The funny thing about the different words used to describe marketing is that they have always had one thing in common.  All marketing (since the beginning) is about communicating to prospective customers over and over again (reach and frequency).

Regardless of how the communication takes place – advertisement, direct mail, phone call, email, website, search engine, seminar/webinar, trade shows - it’s always about communication.

Fast forward to today.  Web 2.0 has reshaped the way many marketers think.  In a world of Web 2.0 we have websites, blog sites, social media sites, podcasts, wikis, user generated content, etc. where communication takes place in a many-to-many way.   In other words, we are having conversations!  So, doesn’t it make sense to say that marketing is about conversations?!!!

Absolutely….Let’s look at some examples…I produce podcasts on web marketing topics.  People (around the world) find my podcasts in iTunes and on the web through social media and they subscribe.  Some of them engage me in conversations.  My brand exposure improves and so does my business…

A software company executive visits Facebook to seek out and find groups on relevant topics.  She joins select groups, engages in conversations on topics relevant to her industry and she learns things that help her make decisions about her marketing mix…

A consumer services company starts a blog about topics related to their service.  These topics offer people tips and hard to find information which builds a community and loyalty.  The blog visitors also visit their website.  Their brand is strengthened and so is their business.

In each example shown here the common denominator was conversations.  The new definition of marketing is indeed about having conversations with our customers and people they care about.  The influence of the communities in social media is so powerful, we simply can not ignore it!

I marvel at how so many marketers say “I don’t have the time to blog or visit social networking sites and get engaged in these conversations.”  I just hope all my competitors don’t have time for these conversations.  As for me, I couldn’t fathom not having time for these conversations.  I’ve seen enough proof. 

Have you?

2008 Is the Year to Create Your Web 2.0 Strategy

In 2007 we jumped on the Web 2.0 bandwagon. We started this corporate blog. We started producing podcasts. We started advising clients to take a “bite” out of the Web 2.0 opportunity, and some have and some haven’t.

We believe 2008 is the year to take the plunge. Ok, maybe you should dip your toe in the water first. We actually recommend the dip first. Web 2.0 is an umbrella term for social media on the web. There are so many ways to harness it, dipping your toe (or a few toes) is the way to start.

If you’re reading this blog post, you’re already involved. We know that understanding the potential of Web 2.0 can be overwhelming. The most common objection we hear is “we don’t have time for it.” If you think you don’t have time, you’re right. I just hope your competitors don’t have time for it either. Get my point?

How long did you ignore email, cell phones or (if you’re old enough) the PC when it was first launched? I can name the former CEO of a computer company (no longer in business) who publicly stated “the PC is just a fad, it won’t last.” While you may not have that sentiment about Web 2.0, my question is – are you on the side lines or leveraging the marketing potential of Web 2.0? What is the marketing potential you ask?  Blogs, social media sites, podcasts, RSS feeds – these all offer you ways to strengthen relationships with your customers and prospective customers.  Guess what – they are looking for you in Web 2.0 properties.  Are you there?

Forrester Research is doing research on the adoption of Web 2.0 marketing strategies among B2B marketers. You can take their survey here. They’ll send you the survey results.

Now, I have a favor to ask. You probably know marketers who don’t visit blogs or know little about Web 2.0. Forward this post to them and give them a nudge to dip their toes in the Web 2.0 water. And, remind them their competitors may already be there.

Linking Building for SEO

Link Building Strategies for SEO (Podcast Show Notes)What is a link? Links from other websites into your website. Links are critical to SEO. Remember that the web is about links – that’s why they call it the web: Google’s PageRank defined: PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.” Using these and other factors, Google provides its views on pages’ relative importance. Google’s search algorithm was originally designed to measure “back links.” Check Google’s original history: Backrub.

Ways to create links for SEO:

• Content produces links naturally (weeds grow in dirt)
• Press releases
• Syndicated content comprised of articles with your theme-specific and keyword rich content
• Blogs – content in blogs grows rapidly and attracts links
• Special requests – outsourced link building through experts like Find and Convert

Not all links are created equal:

• Relevance of the content of the page linked from
• The PageRank of the page linked from
• Importance of anchor text linking
• Importance of quality of linking page
• Mix up sentence or description with the anchor text
• Link to home page and inside pages to diversify the mix of back links

Study link stats as well as search stats:

• Yahoo: link:www.website.com to check the links back to this website.
• Set up Google Webmaster services to track links: https://www.google.com/webmasters/tools/.

Quality of links is very important. Build links slowly for specific keyword phrases. Build them at a pace according to the size of your website. Ranking improvements will happen eventually but it’s not an exact science. Improvements depend on quality of links anchored from relevant keyword phrases.

Be patient, give it time (3 to 12 months). Build links for many keyword phrases (diversify).

Link building is a must in any SEO strategy.