wordpress in business
DESCRIPTION
Presentation at WordCamp NL about the role of (WordPress) blogs in a marketingstrategy. The presentation also covers Digital versus Social Strategies as outlined in Harvard Business Review (nov 2011).TRANSCRIPT
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WordPress in BusinessRobert van Eekhout
@robertvane
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Agenda
• Digital versus Social Strategies• Examples
– WordPress for Branding– WordPress for Research/Innovation– WordPress for 4 p’s
• Introduction PayPress
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Digital versus Social Strategies
Article by Mikotaj Jan Piskorski a.k.a Misiek
Harvard Business Review, nov 2011
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Photo: Pandrina, Flickr
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Photo: Pandrina, Flickr
HEY CAN I SELL
YOU
SOMETHING??!!
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Photo: Pandrina, Flickr
Hi, may I introduce you to someone?
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That’s Digital versus Social!
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Needs of people online…
1. Meet new people
2. Strengthen existing relationships
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So, if you fulfill those needs, then you have a successful social strategy!
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Goals of the company
1. Reduce costs
2. Increase willingness to pay
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Creating a Social Strategy
• Brainstorm on four possible Social Strategies
• Eliminate strategies until you keep one– Social Utility Test– Social Solution Test (hard-to-copy?)– Business Value Test
What works is what fits!
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How a WordPress Website (Social Strategy) has impact on different organizational levels
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A little fresh-up
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Marketing Strategy{
SegmentingTargettingPositioning
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Marketing Tactics{
PricePlacePromotionProduct
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Marketing Strategy
Marketing Tactics
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Marketing Strategy
Marketing Tactics
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ROI
# of visits, likes, tweets is NOT a metric
It gives you a clou
But it does not tell you the whole story
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ROI
• Metrics could be:– # of ideas for innovation– Associations with or awareness of the brand
before and after the blog (Yourhosting)– Increase in sales (compare before and after)
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WordPress in Business … what you can do
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Summary
• Determine what of the four Social Strategies your WordPress project fits in
• Determine the impact on the organizational level
• Determine the right metrics (ROI)• Check out PayPress ;)
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Thank you!
www.van-ons.nl
www.robertvaneekhout.nl
Twitter: @robertvane