Web 2-0 Media Strategies to Reach Vertical Markets

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September 9, 2011

Web 2.0 Media Strategies

to Reach Vertical Markets

Jeffery Cawley

VP Industry Leadership

Northwest Analytics



Customer 2.0

• Overextended

• Time Limited

• Embedded in Vertical Markets

• Computer/Web Savvy

• Drives the InformationGathering Process



“New” Media vs. “Old” Media?

We just want to effectively Communicate to targeted public



Social Media Strategy



Web based Media

• LinkedIn

• YouTube

• GoToWebinar

• Twitter

• Wikipedia

• Blogs

• Email



Some Old Media Had to Die



Media Outreach Success Factors

• Message Planning

• High Value Content

• Establish Credibility

• Targeted - narrowcasting

• Consistency

• Cross Linked

• Speaks to and Involves Customer



Write Once, Publish Many


















Case Study - Webinar

● Define

● Plan

●

Promote● Execute

● Follow-up

● Repurpose



Why a Webinar?



Why a Webinar?



● Target audience

● Message

● Results● Metrics

Define/Plan



● Target audience

Define/Plan



● Target audience

Define/Plan



● Target audience

● Message

Define/Plan



● Target audience

● Message


Define/Plan



● Mechanics

● Creative

●

Delivery● Who is responsible

● Deadlines

Define/Plan



Define/Plan



Define/Plan



● Target audience

● Message


Define/Plan



● Metrics

Define/Plan

Food Safety Audits for Food Container Manufacturers – 3-29-2011

• Email list - ~4300• Releases to online pubs/blogs – 27• Postings to LinkedIn groups - 8• Registration target – 100• Attendee target – 50



Metrics

Webinar - The Impact of New Regulations and Standards onPackaging Traceability

Total registration – 146Total unique visitors to landing page – 183Registration conversion – 80%

Visitors from social media – 24Percentage of landing page visits from social media – 13%

Registration closely follows email blasts (see figure below).A secondary blip occurs when the weekly Linked Insummaries are sent at the end of the week. It appears

most people follow the LI discussions through the weeklysummaries.

05

10

15

20

25

30

35

40

45



● Identify most effective methods

● Email,

● Social media

● Advertising

Promote



Promote



Promote



Promote



Promote

LinkedIn GroupsPosting for GFSI for Food Container Mfrs webinar

Flexible Packaging 1632Flexible Packaging Professionals 845

Food & Bev Industry Quality & Compliance Network 203Food & Bev Safety & Quality Professionals 904Food Processing Network 2226Food & Bev - Quality, Food Safety & Reg Network 482IFT QAD 40Manufacturing Operational Excellence 2017

Packaging Professionals 14,960The Packaging Technology Forum 3259Packaging World 1477



Promote



Monitor/Analyze



Monitor/Analyze



Execute

●

Manage● Expert speaker

● Facility

●

Staff● Goal - successful presentation and recording.



Follow-up

●

Structured contact for● Registrants

● Attendees

●

Email● Telemarketing

● Follow-up surveys

● Offers



Follow-up



Follow-up



Repurpose

Screencasts Web content

Collateral

Continuous stream of social media content Blogs

Tweets

Special interest group postings.

Media



Repurpose



Repurpose



Repurpose



Repurpose



Repurpose



Repurpose

But Wait There’s More!



But, Wait There’s More!

Results



• Attendees

• 502 unique

• 131 – 2 or more sessions

•

Content creation• Derived media coverage

• Impute value

• Sales activity

Results

Questions?



Manufacturing Intelligence for Intelligent Manufacturing.

www.nwasoft.com

Questions?

Web 2-0 Media Strategies to Reach Vertical Markets

Documents