Internet Strategy in the web 2.0 era

transcript

contact: bjorn.jeffery@goodold.se, +46 (0)70-5661946

Business to ButtonsJune 12th, 2008

PresentationBjörn Jeffery

CEO & Internet strategist at Good Old

Our offer: strategy and development within digital media

Clients include: Sydsvenskan, Veckorevyn.com, Broström

AgendaIntroduction /

Incentives for interaction /

Your web presence /

Conclusion /

“External collaboration plays a key role in nearly 50 percent of

P&G's products. We've collaborated with outside

partners for generations but the importance of these alliances

has never been greater”A. G Lafley, Chairman of the Board and

Chief Executive Officer, Proctor & Gamble

Introduction

Your internet strategy should support your business

Web 2.0 - still?Yes, it’s still about interaction /

On your sites, and on other sites /

Today I’ll give a few tools to use when getting it right /

Complete strategyYour sites /

External sites /

Social media /

Advertising /

SEO/SEM /

Blue oceanWho are your customers? /

Are there other target groups that you want to reach? /

Where can you add value to your customers? /

Defining your success

Loads of traffic is not loads of success

Parameters to useBlog posts /

Comments /

Response time /

Incoming links /

SEO-ranking /

PoliciesTransparency /

Control /

Information on/from other sites /

Level of engagement /

ResourcesWhat’s our budget? /

How many hours a week can we use? /

How would our ideas change if we had more? /

Case: Fokus

Incentives for interaction

Start tradingIncentives for interaction can be seen as internet currency /

contact: bjorn.jeffery@goodold.se, 070-5661946

1. Interest

2. Useful

3. Fun

4. Traffic

5. Improved experience

6. Identity

7. Values

8. Exposure

9. Brand loyalty

10. Money

Your presence

Conversion rateWhat currency can you offer that costs the least, and gives the most? /

Learn!Make your visitors leave a trail while they surf your site /

Case: Manolo.se

Let go!Let (some of) your data free /

You don’t know where it might end up /

And that’s a good thing! /

Case: Fores.se

Listen!Your site is an ear, not a megaphone /

Case: Flickr.com

“TripAdvisor is the life blood of agrotourism industry. A couple of bad reviews there you may as well

close up shop.

That’s what took down the Stalk Inn. One of the cutest little asparagus

farms you’ll ever see."Dwight Schrute, The Office

Tripadvisor.com

Reality checkThere may be hundreds of sites more important to your business than yours /

Adding valueFind the discussions /

Find where you can add value - if you can’t, don’t do it. /

Find the right tone of voice /

ConclusionSet your own goals /

Find your internet currencies /

Internet strategy goes beyond your own site /

contact:bjorn.jeffery@goodold.se+46 (0)70-5661946

The end

Do you want this presentation? Get in touch:

bjorn.jeffery@goodold.se & mobile: +46(0)70-5661946