Program

Speaker: Rahel Anne Bailie
Time: 4:10 PM - 5:00 PM Date: February 17
Room: Beach
Track: Web Marketing Strategies, Practices, and Standards

Getting requests to add a blog to a site for the purpose of improving search results? Is the thought making the hair on the back of your neck stand on end? The request is all too common, and generally indicates a dissatisfaction with the performance of a website and a desire to fix it with a magic bullet. We know that the wrong thing done for the wrong reason generally results in a failed attempt, with fault attributed to that pesky “Web 2.0.”
So what does success look like? What should it look like? The very definition of success continues to change as consumers, who are becoming used to using social media, raised the bar for organizations delivering information via the Web. The expectation of information consumers, both B2B and B2C, are higher than ever, despite whether they use the information in the ways intended.

This session explores ways of building a context into which the appropriate social media can be used as part of an overall marketing strategy, and covers:
• Creating a clear definition of success, in context of your business model and marketing strategy
• Dispelling common misconceptions about social media and its impact
• Adding social media to the marketing mix in ways that make sense
• Using (and re-using) content through content convergence and syndication strategies

Rethinking our strategies on a regular basis is no longer a luxury, but a necessity, and today requires a marrying of strategy and technology. It’s critical to understand a certain level of the technology to be able to discern when it’s - and when it’s not - appropriate to put Web 2.0 technologies to work to enhance your marketing efforts.