6. WEB, EMAIL, SOCIAL MEDIA
WEB :: EMAIL :: SOCIAL MEDIA
Tuesday, February 24, 2009
7. ROCK THE WEB
Self-service PULL channel
High bandwidth
delivery
Rich media power
Full range of options
Stays there like a ROCK
Tuesday, February 24, 2009
8. HOUNDS TO THE HUNTERS
USE EMAIL AND SOCIAL MEDIA TO DRIVE TRAFFIC TO WEB
Tuesday, February 24, 2009
9. PAPER THE INBOX
Push channel
Control timing
Personalize
Include links
Targeted, brief
Easy to overuse
Tuesday, February 24, 2009
13. SHRED SOCIAL MEDIA
Go where the segment
hangs out
Participate and learn
Provide content nuggets
Include links
Tuesday, February 24, 2009
14. AVOID SILOS
NOT INVENTED HERE - NOT MY TABLE - NOT MY PROBLEM
Tuesday, February 24, 2009
15. WHERE DOES IT HURT?
DEVELOP YOUR BEDSIDE MANNER
Tuesday, February 24, 2009
16. CASE: CEO BLOG
Symptom: I need a blog
Diagnosis:
Value not understood
Needs more visibility
Needs to demonstrate
mastery of new
technology
Tuesday, February 24, 2009
17. CASE: CEO BLOG
Prescription:
Email to employees
or stakeholders
Article or series
on website
Video of presentation
highlights
Tuesday, February 24, 2009
18. CASE: HOME PAGE BANNER
Symptom:
Run a big banner on
our home page
Diagnosis:
Needs awareness
about this offering
Needs RESPONSE
Tuesday, February 24, 2009
19. CASE: HOME PAGE BANNER
Prescription:
Get the message to Who
the right audience What
Where
At the right time
When
Through the right Why
channel How
Multiple channels
Tuesday, February 24, 2009
20. COWORKING
FIRST FRIDAY OF THE MONTH: FIRECAT STUDIO
Tuesday, February 24, 2009
21. INTERNET STRATEGY
FOR BUSINESS
HTTP://FIRECATSTUDIO.COM
Tuesday, February 24, 2009
Editor's Notes
Doing online since 1993
Why dedicate budget to online?
There are these (to me) VERY compelling reasons to use the online channel.
It’s AUTOMATED. Online is your perfect salesperson, manager, trainer. Always on message.
It’s ASYNCHRONOUS. Online performs for you 24/7.
It’s EXPANDABLE. You have any number of “pages” and it can grow as needed.
It’s UPDATABLE. You’re no longer slave to the deadline or the press check. Put it out there, and we can always update it. It’s just pixels!
It’s MULTIMEDIA CAPABLE. We can put video, audio, animation - reuse all those media assets you’ve spent so much money on that are gathering dust on the shelf.
It’s MEASURABLE. I can tell you who went there, how long they stayed, what links they clicked on.
Even after 15 years, I’m still having to make this argument. But recently it’s gotten a whole lot easier. With this economic downturn, there’s new interest in what online can do. Why?
It’s CHEAP!
Doing online since 1993
Why dedicate budget to online?
There are these (to me) VERY compelling reasons to use the online channel.
It’s AUTOMATED. Online is your perfect salesperson, manager, trainer. Always on message.
It’s ASYNCHRONOUS. Online performs for you 24/7.
It’s EXPANDABLE. You have any number of “pages” and it can grow as needed.
It’s UPDATABLE. You’re no longer slave to the deadline or the press check. Put it out there, and we can always update it. It’s just pixels!
It’s MULTIMEDIA CAPABLE. We can put video, audio, animation - reuse all those media assets you’ve spent so much money on that are gathering dust on the shelf.
It’s MEASURABLE. I can tell you who went there, how long they stayed, what links they clicked on.
Even after 15 years, I’m still having to make this argument. But recently it’s gotten a whole lot easier. With this economic downturn, there’s new interest in what online can do. Why?
It’s CHEAP!
I know you know this, but it bears repeating.
Company intranet, customer-facing website, or extranet
Self-service channels that can do a lot of heavy lifting.
APPLICATIONS. BUYING. CONVERSIONS. EDUCATION.
Rich-media capable. Email isn’t there yet. Leverage all the tools in your communications toolbox to engage people intellectually, emotionally.
It’s a RICH destination with MANY options for the users. If they don’t see what they need right away, they can look around, or search.
But that’s one of the problems. Users have to REMEMBER to go there, THINK to go there, be MOTIVATED ENOUGH to go there.
Web is always there, like a ROCK.
And it SITS there like a ROCK until we drive people there.
And that’s where the paper and scissors come in.
BUT FIRST a new metaphor :P
If I had a nickel for every time I hear “Visit our website at...”
Not that that’s not a good idea. It is! But when we say that we’re relying on the user to take the action, go to trouble.
We need ways of REMINDING users to come to the website.
Just in time. Keeping the web top of mind as an OPTION.
The Hounds are able to go into the bushes and flush out the critters.
And remember, it has to be CHEAP.
EMAIL is a great PUSH channel with lots of CONTROL.
Control the: Timing, personalization, a nice targeted message.
It’s MEASURABLE. You can monitor who opened, how many times, who clicked, on what links, who forwarded.
We’ve all gotten really good at working through the inbox quickly. Identify and remove SPAM. But you still see the subject line, preview the message. Even when you don’t open, it’s another IMPRESSION on you.
What do you opt into? What do you READ?
The other hounds we can use to drive game:
SOCIAL MEDIA.
We’re seeing the most play in: LinkedIn, Facebook and Twitter.
Back to basics of communication: Step one is know your audience/user group. People congregate based on their PASSIONS and INTERESTS.
Step two is create messaging (TOPICS) (CONTENT NUGGETS)
SOCIAL = Participatory. Dialog. See Alan’s presentation after this one.
You can learn a LOT about your audience, users, customers, employees, clients. Listen more than you talk.
Firecat is doing a lot of this:
Lurking strategy - participation strategy - seeding strategy
As a communications professional, you’re the DOCTOR.
Your patient will come to you with a DIAGNOSIS. They may be right, they may not be. But what they are expert in is their pain. Where it hurts. Pay attention to that, it leads you to the right answers.
The CEO says he needs a blog.
What is he REALLY saying?
What do you prescribe?
What’s wrong with him having a blog?
* Any blog is a content eater, must be constantly fed like a hungry baby bird.
* Risks of misspeaking, unintended messaging is high
* No one wants to read it!
Instead, what do you prescribe?
BANNER ON THE HOME PAGE
Because everyone is aware of the web site
Because you have a known maintenance flow.
Because you can. Because it’s fast - and cheap.
What do you prescribe?
WHO is most likely to respond? Where do they congregate online?
Even on your own website, where is THIS message likely to get the best notice?
Seed links in social media
Consider sending out targeted email
Choose the right PLACE on the home page.