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© 2008 The Bloom Group LLC
The website habits of the 80 largest US professional services firms
Web two dot
or ?
Tim Parker31 July 2008
© 2008 The Bloom Group LLC
Bloom Group Professional Services Firms website study
• 2006 study– Largest 20 firms in each of accounting, law, consulting and IT services– Analysis of their websites– Survey ‐ 40 participants
• 2008 study (in process)– Largest 20 firms in each of accounting, law, consulting and IT services– Websites analysis– Survey
© 2008 The Bloom Group LLC
2006 study results – key findings
• Content is less than impressive
• Websites are not a good lead generators – but firms want them to be
• The firms with the most resources are not necessarily the ones with the best websites
• Home pages are generally mediocre at describing the business problems they address
• Law firms are the best at putting users in touch with their experts
• Few firms make it easy for users to subscribe for newsletters or events
• IT services firms provide much more information on their client work
© 2008 The Bloom Group LLC
50 ways to use social media…*
1. Add social bookmark links to your web pages 2. Blog posts to improve sharing3. Build blogs 4. Start tagging5. Create podcasts 6. Build community platform topics of interest7. Have your company participate in existing social networks8. Check out Twitter9. Couple your email newsletter content with additional website content 10. Build sentiment measurements11. Learn which bloggers care about your customer. 12. Learn how to measure their influence. 13. Incorporate elements of the Social Media Press Release14. Try out audio or video podcasts15. Build conversation maps for your customers using Technorati.com , Google Blogsearch, Summize, and FriendFeed. 16. Experiment with Flickr and/or YouTube groups 17. Have your staff start personal blogs on their personal interests18. Run a project that incorporates a blog, commercial social networks, and a face‐to‐face event 19. Start a community group on Facebook or Ning or MySpace or LinkedIn around the space where your customer does business20. Experiment with live video like uStream.tv and Mogulus21. Attend a conference dealing with social media like New Media Expo, BlogWorld Expo, and New Marketing Summit 22. Collect case studies of social media success. Tag them “socialmediacasestudy” in del.icio.us. 23. Interview current social media practitioners. 24. See if you can reach more potential buyers/users/customers on social networks25. Don’t forget early social sites like Yahoogroups and Craigslist. 26. Search Summize.com for as much data as you can find in Twitter on your competitors, your space27. Practice delivering quality content on your blogs28. Hire a community manager. 29. Turn your blog into a mobile blog site with Mofuse30. Learn what other free tools might work for community building, like MyBlogLog31.32. etc. etc.
* Courtesy Chris Brogan at www.chrisbrogan.com
© 2008 The Bloom Group LLC
What is web 2.0?
• “The business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform”
Tim O’Reilly
• “Not a meaningful term, since many of the technology components of ‘Web 2.0’ have existed since the early days of the Web”
Tim Berners‐Lee
• Use of the World Wide Web that enhances creativity, information sharing, and, most notably, collaboration, including so far, web‐based communities and hosted services, such as:– social‐networking sites
– wikis
– blogs
– folksonomies
© 2008 The Bloom Group LLC
The use of web 2.0 and other non‐written media is growing fast in PS Firms
2006 2008
Blogs 6% 20%
Online Communities ? 15%
Podcasts 6% 51%
RSS Feeds 15% 48%
Video* 5% 61%
Webinars 15% 80%
* in 2006 only looked for videos of client testimonials
© 2008 The Bloom Group LLC
Deloitte’s Dbrief webinarsVirtual conferencing
Webinar Features• Agenda• Speaker profiles, photos• Audio• Slide download• Audio download• Interactive questions• In‐webinar poll questions
Program Features• Free sign‐up• 5 or 6 per week• Organized by function (Fin, HR, Tax)
• And by Industry (15)• Also China• Automatic notification• CPE credits• Archives
© 2008 The Bloom Group LLC
McKinsey Quarterly on FacebookA new channel for thought leadership Profile Features
• Featured articles• Audio downloads• RSS feeds• Audio articles• Facilities to share• Cover Photos Album• 2,668 fans• Free content that otherwise requires paid subscription
© 2008 The Bloom Group LLC
Oracle communitiesMaking the firm a return destination
Profile Features• Millions of users• Many communities
‐ Technical Network‐ Partners Network‐ Technical Discussion Forums‐ Executive Blogs‐ “Ace” Program for advocates‐ Applications Community‐ Wiki‐ Etc.
© 2008 The Bloom Group LLC
RSS FeedsThought Leadership as it’s created
Wilmer Hale
KPMG
White and Case Accenture
Features• 50% of companies, up from 15% 2 years ago
• As many as 40 different feeds from one site
© 2008 The Bloom Group LLC
IBM’s research & innovation podcastsThought leadership to consume in the office or on the go
Features• About 40 interviews• RSS subscription• pdf transcripts• Summaries• Executive Briefs• Links to related:
• reports and papers• services and products
© 2008 The Bloom Group LLC
HP Services videosMessages that are easy to digest
HP Services Overview Outsourcing Examples
Features• Dozens of videos• Split into
• Corporate incl. exec interviews• Enterprise encl. Services• Products and Services• Uncut
• Can• Download• Share• Comment
© 2008 The Bloom Group LLC
How PS Sales and Marketing mirror the buying process
Qualify• Scour the market for potential suppliers
• Evaluate against essential criteria
• Reduce to short‐list
Create Awareness• Formulate messages• Run broadcast marketing programs
• Capture details of suspects
Select• Meet with short‐listed candidates
• Investigate detailed capabilities, working style, rates etc.
• Determine preferred supplier
Create relationship• Design and run participative marketing programs
• Respond to enquiries• Discuss potential work with prospects
Contract• Agree detailed approach and resources
• Agree contract terms and price
Create client• Craft tailored approach
• Secure resources• Agree contract terms and price
Buyer Process
Seller Process
© 2008 The Bloom Group LLC
How web 2.0 can contribute
14
• Services V P R
• Expertise V P W B R
• Client Work V R B
• Professionals’ Bios V
• Community F N B
Thought Leadership
Client WorkExamples
Create Awareness Create Relationship Create Client
B blogsF forumsN networksP podcasts
R RSS feedsV videosW webinars
© 2008 The Bloom Group LLC
The Bloom Group
The Bloom Group powers up marketing for professional services firms. We specialize in helping professional services firms determine their marketing strategy, attain thought leadership and grow their business through effective thought leadership marketing and campaign execution.
Contact us at: Tel: 978.335.4313
email: [email protected]
www.bloomgroup.com