Presentation at WordCamp NL about the role of (WordPress) blogs in a marketingstrategy. The presentation also covers Digital versus Social Strategies as outlined in Harvard Business Review (nov 2011).

1. WordPress in Business
Robert van Eekhout
@robertvane

4. Agenda
• Digital versus Social Strategies
• Examples
– WordPress for Branding
– WordPress for Research/Innovation
– WordPress for 4 p’s
• Introduction PayPress

5. Digital versus Social Strategies
Article by Mikotaj Jan Piskorski a.k.a Misiek
Harvard Business Review, nov 2011

6. Photo: Pandrina, Flickr

7. Photo: Pandrina, Flickr

8. Hi, may I introduce you to someone?
Photo: Pandrina, Flickr

9. That’s Digital versus Social!

10. Needs of people online…
1. Meet new people
2. Strengthen existing relationships

11. So, if you fulfill those needs, then you have
a successful social strategy!

13. Goals of the company
1. Reduce costs
2. Increase willingness to pay

17. Creating a Social Strategy
• Brainstorm on four possible Social
Strategies
• Eliminate strategies until you keep one
– Social Utility Test
– Social Solution Test (hard-to-copy?)
– Business Value Test
What works is what fits!

18. How a WordPress Website (Social Strategy)
has impact on different organizational levels

19. A little fresh-up

21. Marketing Strategy
{
Segmenting
Targetting
Positioning

22. Marketing Tactics
{
Price
Place
Promotion
Product

23. Marketing Strategy
Marketing Tactics

24. Marketing Strategy
Marketing Tactics

28. ROI
# of visits, likes, tweets is NOT a metric
It gives you a clou
But it does not tell you the whole story

29. ROI
• Metrics could be:
– # of ideas for innovation
– Associations with or awareness of the brand
before and after the blog (Yourhosting)
– Increase in sales (compare before and after)

30. WordPress in Business … what you can do

36. Summary
• Determine what of the four Social
Strategies your WordPress project fits in
• Determine the impact on the
organizational level
• Determine the right metrics (ROI)
• Check out PayPress ;)

37. Thank you!
www.van-ons.nl
www.robertvaneekhout.nl
Twitter: @robertvane