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StepChange: Put Your Content Where It Counts

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Kevin Tate
Kevin Tate

These slides are from an 8/12/08 webinar by StepChange - a Portland design and development firm focused on Social Media and Marketing applications (www.stepchangegroup.com)

BusinessTechnologie
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StepChange Put Your Content Where It Counts August 12 2008 Presenter: Kevin Tate
About StepChange ,[object Object],[object Object],[object Object],Distributed Marketing Apps Open Social Apps MySpace Apps Affiliate Programs Microsites Widgets Facebook Apps Optimized Landing Pages Social Marketing Apps Custom Social Networks Strategy Design Development Engagement
Our Work with Clients & Agencies ,[object Object],[object Object],[object Object],[object Object],Some of our clients
Today’s Topics ,[object Object],[object Object],[object Object]
[object Object]
Social Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Reaching Your Audience: Forrester’s “Ladder of Participation” Source: “Groundswell” www.forrester.com/groundswell
What Kind of Conversation are you trying to Create? Source: “Groundswell” www.forrester.com/groundswell Goal Community / Campaign Focus Research Listening to what customers have to say Marketing Getting customers talking to one another Sales Energizing customers to buy Support Helping customers support one another Development Embracing customer ideas in design
“ Stitching Together” an effective Social Media Campaign ,[object Object],[object Object],[object Object],[object Object],Recommended Reading: Andy Sernovitz’s www.DamnIWish.com BLOGS EMAIL
Some Things to Remember… (Reality Check) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example: Social Marketing Campaign with “Viral Video”s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
Packaging Content for Distribution aka “The Turducken” ,[object Object],[object Object],Distribution Platforms Enterprise Content ,[object Object],Content Creation Custom work from Agencies Microsites Widgets Social Nets Mobile Distributed Content & Applications ,[object Object]
Sneak Preview of Sidecar : Distributed Content Mgmt Platform Enterprise Content Distributed Content & Applications Distribution Platforms Content Creation Custom work from Agencies Microsites Widgets Social Nets Mobile ,[object Object],[object Object],[object Object],“ wrap” key content in Sidecar Manage Distributed Content & Applications Content Management (offers, messaging, feeds) Insight and Reporting (engagement, adoption) Targeting and Relevance (testing, segmentation) 1 2 maintain control & visibility keep data in sync with main site 3
Example: DealerBug A Loyalty/Service Widget for Auto Dealers ,[object Object],[object Object],[object Object],[object Object]
[object Object]
The Advent of the “Distributed Web” ,[object Object],[object Object],[object Object],[object Object]
Distributed Applications: “Hub and Spoke” Model ,[object Object],[object Object],[object Object],Social Networks Mobile Blogs & Community Desktops & Homepages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customers Partners Suppliers ,[object Object],[object Object],[object Object],[object Object]
Example: ThisNext Social Shopping in Facebook ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
For further information… ,[object Object],[object Object],[object Object],[object Object],[object Object],310 SW 4 th Portland, OR 503.224.3188 [email_address] www.StepChangeGroup.com Contact Us

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StepChange: Put Your Content Where It Counts

  • 1. StepChange Put Your Content Where It Counts August 12 2008 Presenter: Kevin Tate
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  • 7. Reaching Your Audience: Forrester’s “Ladder of Participation” Source: “Groundswell” www.forrester.com/groundswell
  • 8. What Kind of Conversation are you trying to Create? Source: “Groundswell” www.forrester.com/groundswell Goal Community / Campaign Focus Research Listening to what customers have to say Marketing Getting customers talking to one another Sales Energizing customers to buy Support Helping customers support one another Development Embracing customer ideas in design
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