Web 2.

0 Media Strategies to Reach Vertical Markets

Jeffery Cawley VP Industry Leadership Northwest Analytics September 9, 2011

Customer 2.0
Overextended Time Limited Embedded in Vertical Markets Computer/Web Savvy Drives the Information Gathering 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

Write Once, Publish Many

Write Once, Publish Many

Write Once, Publish Many

Write Once, Publish Many

Write Once, Publish Many

Case Study - Webinar

Define Plan Promote Execute

Follow-up
Repurpose

Why a Webinar?

Why a Webinar?

Define/Plan

Target audience

Message
Results Metrics

Define/Plan

Target audience

Define/Plan

Target audience

Define/Plan

Target audience

Message

Define/Plan

Target audience

Message
Results Metrics

Define/Plan

Mechanics Creative Delivery Who is responsible

Deadlines

Define/Plan

Define/Plan

Define/Plan

Target audience

Message
Results Metrics

Define/Plan

Metrics
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 on Packaging Traceability Total registration 146 Total unique visitors to landing page 183 Registration conversion 80% Visitors from social media 24 Percentage of landing page visits from social media 13% Registration closely follows email blasts (see figure below). A secondary blip occurs when the weekly Linked In summaries are sent at the end of the week. It appears most people follow the LI discussions through the weekly summaries.
45 40 35 30 25 20 15 10 5 0

Promote

Identify most effective methods

Email,
Social media Advertising

Promote

Promote

Promote

Promote
LinkedIn Groups Posting for GFSI for Food Container Mfrs webinar Flexible Packaging Flexible Packaging Professionals Food & Bev Industry Quality & Compliance Network Food & Bev Safety & Quality Professionals Food Processing Network Food & Bev - Quality, Food Safety & Reg Network IFT QAD Manufacturing Operational Excellence Packaging Professionals The Packaging Technology Forum Packaging World 1632 845 203 904 2226 482 40 2017 14,960 3259 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 Theres More!

Results

Attendees 502 unique 131 2 or more sessions Content creation Derived media coverage Impute value Sales activity

Questions?

Manufacturing Intelligence for Intelligent Manufacturing.

www.nwasoft.com