Beyond Web 2.0
Online publishingdelivers measurable value
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 2
Online media strategy
●Self-publishing with a strong partner
● Publishing technology
● Push circulation
● Pull draw
● Google-visible
www.packagingautomation.net
www.packworld.com
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 3
Click rates favor frequency and content
0500
100015002000250030003500400045005000
2006 2007 2008
Digital magopens
Digital mag adclicks
Home page adclicks
Article opens
2 digital mags in 20063 digital mags in 2007, 2008
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 4
What about social media in automation?
Source: ISA
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 5
●I host the Packaging Machinery Group on LinkedIn
● It’s okay, but…
● …you get what you pay for
● High noise level
● Not moderated
● Not so many meaningful posts
● How hard do you work this?
● How valuable is the content?
● Generating unsolicited recruiter spam in my email?
● Time will tell
http://www.linkedin.com/home?trk=hb_logo
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 6
Social media circa 1995
PLACES TO DISCUSS INTERNET MARKETING ISSUES:
●Abracadabra! (Charles Puls & Company mailist) http://www.abracadabra.com
●To join in marketing discussion send email to mailist@abracadabracom with the word SUBSCRIBE in the body.
28.8 k modem, circa 1995
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 7
What happened in 1995?
●Abracadabra.com list● 1,200 subscribers
● Connected with great minds like Walt Boyes
● Generated one customer
● 20 man-hours per week to moderate
● Keys: relevant content, traffic from the automationlist.com
● Transferred ownership in 1997, became Industrial Marketing Practitioner list
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 8
Content is king: famous last words
●Content got lip service throughout the 90’s
● Hollow tech attracted all the dot.com capital
● Publishers have the content
● Serious people want/need good content
● Content can trump larger marketing budgets
●Does today’s social media have meaningful, readily accessible b2b content?
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 9
The case study dilemma
●In our industry, the good stuff seldom sees the light of day
●End users consider these advantages proprietary
●Therefore, case studies don’t work
●We decided to self-publish new technology & machinery, trends & issues
● It’s working, you saw the numbers
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 10
How informative was content?
0
0.5
1
1.5
2
2.5
3
3.5
4
2006 2007 2008 2008 2008 2009
Out of 5
Digital magazine survey
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 11
Your impression after reading?
0%
5%
10%
15%
20%
25%
30%
35%
40%
2006 2007 2008 2008 2008 2009
Morefavorable
Lessfavorable
Nochange
Digital magazine survey
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 12
Traffic sources favor Google, publisher
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 13
SEO boost: established publisher
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 14
SEO boost: breadth & depth of articles
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 15
SEO boost: lots of keywords
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 16
The role of video
● Embedded in articles
● Boosts click rates -- everyone wants to see the machinery working
● Emphasize video to encourage clicks
● Trade show ‘man on the street’ interviews – newsy, easy, low production cost
● Post on website, YouTube
● Use in PowerPoints
● Send link with online news releases
http://www.packworld.com/video-25180
ISA MARKETING CONFERENCE – BEYOND WEB 2.0 – SCHNEIDER ELECTRIC ELAU 17
So, don’t just sit there and Tweet.
Go forth and publish!
