©2006 vnu global media, inc (+1) 415.249.1624 international pr and advertising in a web 2.0 world...

©2006 VNU GLOBAL MEDIA, INC(+1) 415.249.1624WWW.VNUGLOBALMEDIA.NET

International PR and Advertising in a Web 2.0 world

20 June 2007

NorCal BMA International

Marketing Roundtable

20 June 2007

NorCal BMA International

Marketing Roundtable

©2007 VNU GLOBAL MEDIA, INC

VP, International for VNU Global Media

Focus on integrated marketing campaigns across publishers and nations

Clients include Dell, Intel, HP

James Miller Tom Sanders Associate Editor vnunet.com VNUnet is the UK’s largest online IT

news network 8.2m visitors; 22.3m page views: Nov 2006

Moved to Silicon Valley in 2001 from The Netherlands

Has been published in the UK, The Netherlands, South Africa, Turkey

Journalist, blogger, video producer

Who are we?


Agenda

Marketing Challenges: Web 1.0 vs. Web 2.0 How do you work effectively with the blogging community? How are foreign media embracing Web 2.0 techniques? How are my peers doing international PR using new technologies

associated with Web 2.0? How are blogs, podcasts, social networks, virtual worlds and the like

affecting foreign markets? How are innovative marketers using Web 2.0 in their international

advertising strategies? How is new media affecting buying decisions?


Marketing Challenges: Web 1.0 vs. Web 2.0

Source: Forrester’s Q2 2006 Business-To-Business Marketing Effectiveness Online Survey, Base: 569 B2B marketers (multiple responses accepted)

“What are your top five B2B marketing challenges?”

Measuring marketing results 53%

54%Reaching decision-makers

48%Improving lead quality

44%Generating more leadsTop concerns

Closing the loop

25%Retaining/developing loyalty

40%Deepening customer relations

20%Improving sales relations

Web 2.0

Web 1.0

Web 1.0 – One way communication. “I will TELL you” Web 2.0 – Two way dialogue. “I will LISTEN to you”


Peer review: Marketing Tactics

Web 2.0 tools


B2B Marketing Spend Strengthens, But Interactive Needs A Bigger Boost


Web 2.0


Web 1.0 = One to Many Communication


Web 2.0 is allowing innovation to happen elsewhere*

www.Housingmaps.com * Bill Joy, co-founder Sun Microsystems


SMBs

Web 2.0

Fortune500

Web 2.0 and the Long Tail


B2B Example: Freight liner

Combining: Data on

vessel from company database

Physical location of ship (GPS)

AccuWeather data

Reuters news


Blogs


The Profile Of European Bloggers

November 2006, Trends “Profiling European Bloggers”


How blogs impact business

Sliding market share Poor reputation for quality and customer

service Non responsive to media and users Perception as low cost provider that

doesn’t innovate


And then things really blew up

Inquirer.net exclusive; 21 June 2006

Photo drew over 200,000 page views

Featured on national and international media

Resulted in recall of 4m batteries

Less than 20 batteries actually caught fire


Dell’s response

Direct2dell launched July 2006

Education, marketing, community outreach, crisis management

Used by editors and bloggers as a news source


Listening to customers

Dell IdeaStorm lets users raise issues and suggestions

Voting determines popularity or urgency of suggestions

Will Dell respond?


Dell listens to customers Dell innovates: first major

PC vendor to offer a consumer Linux PC

Dell embraces open source

Creating new talking points

Dell made the announcement on its company blog

Changing perceptions


Web 2.0: Leaders and Laggards

Leaders Laggards


SuppliedWhitepapers

Re

gis

tra

tio

n

L

ea

d G

en

Thought Leadership:Tech Briefs

Pre

-Cam

pai

gn

Res

ear

ch

eSeminar Series

Po

st-C

amp

aig

n R

ese

arc

h

Custom Content

Ongoing: Audience Development &

Lead Generation

SuppliedCase Studies

Landing Zone (US)

SuppliedVideoOnline Traffic

Drivers & Web Buyer’s Guide

Program Insight: The Roadmap Web 2.0 component =

Webinars


New Media and the Technology Buying Process

Buying Stage:Recognizinga technology

need

Envisioning possible solutions

Planning the selected

solution

Evaluating products

Deciding on purchases

Tech Buyers’ Use of

Each Type of New Media

Blogs 38% 62% 25% 65% 23%

Talk-based podcasts

45% 57% 31% 53% 16%

Newsfeeds 44% 57% 39% 52% 24%

Info/news Web video

30% 54% 31% 63% 24%

highlight = stand-out medium for stage

Comparing New Media

Source: A Survey of eWEEK.com Visitors, November 2006


The Growing Importance of Interactive Media: Young Consumers Are Online Media Junkies

September 2006, Data Highlight “Gen Yers’ Big Media Appetites Focus On The Web”


Contact Us

James Miller, VP International

VNU Global Media

[email protected]

Tom Sanders, Associate Editor

VNUNet UK

[email protected]

©2006 vnu global media, inc (+1) 415.249.1624 international pr and advertising in a web 2.0 world...

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