marketing 2.0 - generating leads through social networks - publishing example
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By Ha VoCEO ComponenceMarch 2009
(c) Componence 2009
ComponenceChameleon
& Lead generation
Introducing a viral social marketing concept for publishers
Enterprise 2.0 is getting the benefits of social networking
Publishers need new ways to revenues and cost reduction
Advertising income probably dropped with 50% or worse. So money is needed. But from what?
Leads to subscriptions! Those are stable, but can we get more new leads than cancellations?
Lower costs of marketing / print / editorial. Firing editors will help, but can you keep the editorial quality?
Better service to keep the customers, preventing them from writing that letter to cancel the subscription.
More value out of current content. But how? Social networks definitely have value, but interfacing with them can be expensive.
Your customer is in the social networks!
It’s not just MySpace anymore. Facebook has caught up …
Communities / groups are created within social networks
Access prospects, customers, advertizers and new employees
Since 2008 – more messages in social networks than e-mails
Other reasons to do social marketing
78% of 26,486 say consumer recommendations are the most credible form of advertising (source: global Nielsen survey)
Online social network users were three times more likely to trust their peers’ opinions over advertising when making purchase decisions (source: JupiterResearch - March 2007)
64% of consumers reported wanting to see user ratings and reviews (source: Forrester 2008)
82% of marketers agree that collaboration with customers will prevail over marketing (source: 1to1 Media survey of the 1to1 Xchange panel - April 2008)
#1: Social Networks are the most popular sites for the coveted 18-24 year old age group. That’s right, social networks beat search engines, web based email and most surprisingly porn (source:Time 2008)
www.weareplaystation.com
Why is playstation doing this?
Building up relationships with …
Customers
Necessity is not that high, it’s about keeping them satisfied with your services / products
The response will probably not lead to immediate action to generate sales
Is not connected to special physical encounters to reduce costs of campaign
Is all about keeping recurring revenues, definitely important for any growth strategy.
Possible customers
Necessity is really high, it’s about getting new business with something they need
The response can bring valuable profile information that lead to new sales actions
Can connect with physical encounters that will increase the chance of sales
Is all about generating new revenues as soon as possible, necessary to survive in times of crisis.
We know a viral marketing concept that
Will target your complete reader group and trigger all your readers to think about it.
Will create several rounds of interaction between you and those readers who are interested. All of them will register.
Will be taken into different social networks like Facebook, Linkedin, MySpace, MSN, Gmail, Hyves, Twitter
That will generate good quality user generated content about the subjects you publish and that are interesting to your readers and
Will definitely show your reader that your magazine and website will be more valuable in the future.
Will generate thousands of leads with e-mail addresses AND good visibility in the social networks
Does your business fit these criteria?
# readers of your magazine at least 5 – 10 times more than # paying subscribers to your content / services # subscribers to your newsletter
Your content can be organized in many different subjects Professional - e.g. civil servants, doctors, laywers, … Themes – e.g. R&D, taxes, Web 2.0, legislation, politics, cars, … Lifecycle – e.g. start, growth, stagnation, downturn, …
Your readers are really into your magazine They understand the quality of your content They have an opinion and don’t mind giving some feedback
A lead will generate more business in many ways Selling more types of print (books, pockets, leaflets, specials) Services (e.g. trainings, courses, workshops, seminars) Leads for partners, more value in advertising
Short term ROI guaranteed!
We care about your results and are willing to show our commitment to your success
Model 1 – pay for the service Probably less than 5-10% of your marketing budget to set it up Payment for the data traffic (hosting), software and support for the
duration of the viral
Model 2 – pay more for leads Minimal initiation costs Pay us per lead: 75% of your current costs / per lead Pay us a bonus: if conversion is higher - 25% of current costs / lead
Model 3 – revenue sharing new clients Minimal initiation costs Pay us per new customer: 20% of the first and second year revenue A real partnership where your success is our success
Componence Chameleon is our platform
Click on the mashup for more information about Chameleon
Chameleon layer
Wicket – Portlet 2.0Web APIs
Connectable backend
WordpressBlogger
Shop & checkout
YouTubeFlickr
TwitterDelicious
Google Maps
Content Scraping
Facebook / Linked in
Content Repository
SearchServices
E-commerceservices
Webserviceadapters
Mashup A
Where is the user?
Mashup B
Rating Digg
CommentShare
Tagging
Enterprise standards and Web APIs
Supports multiple storage
Component based development with Spring, Camel, OSGi
Service framework with CXF
Security – Acegi Caching – JBoss Cache BPM – Spring modules Search – Lucene Popular Web APIs
Chameleonsuite
Middle Tier Services
Business Services
Content
Google apps
Open Social
Communities
Content Transformation
Scraping
Tagging …
ESB /BPM
OSGi
Core Services
Security Logging Monitoring
Caching Work Flow Events
SP
RIN
G
Portletsuite Repository
Versioning Multi Language Web DAV
JSR-170 JSR-283 VCR Custom
Wicket & Chameleon layer WSREST
We look forward to help you …
NOW: Generate leads for your business With our specific viral social marketing solution for publishers
THIS YEAR: Create more innovative and richer mashup concepts The lead generation concept is just a start Where your content will really be next to user generated content That will trigger readers to take your mashups into their comfort
zones like Vista / MacOSX / iGoogle / Facebook (new channels)
LONGTERM: To create a Longtail mashup strategy That will enable you to generate substantially more value out of
your current content. That will provide your organization with a stable footprint in the
comfort zones of your clients. That will make sure that your content and services are closer to
your end users than ever before(C) Componence 2009 – Ha Vo – hvo@componence.com
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