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1. WEB MARKETING IN 2010
WHAT'S UP?
Ralph Van Coillie
“Turn knowledge into revenue”
May 2010
1
Exclusive presentation for

2. RALPH VAN COILLIE
Visionary, pragmatic and strong leader with the ability to drive the
development and implementation of strategic online marketing and
Information Technologies activities on a global basis, capable of
establishing tactical plans and be accountable for results.
+ 20 years of extensive and creative market and Business development,
+10 years at the international level,
+14 years of optimizing and re-engineering processes,
+10 years of human resource management mainly with artists, programmers
and sales people.
+7 years of University Education, BBA, MRI & MBA
+2000 hours of training, coaching and several speeches to professional
associations.
http://ca.linkedin.com/in/rvancoillie rvancoillie 2

3. AGENDA
The best practices
1. - High level strategy
2. - Management concept
3. - Marketing tactics
00:45 My best advise based on Business cases
Min.
Appendix
•Marketing analytic charts and graph
3
Available at the end

4. THE ULTIMATE BUSINESS GOAL
Generate a valuable perception
Quantitative Qualitative
4

5. AS A MARKETERS YOU HAVE
3 CLIENTS!
00:44
Min.
5

6. SHAREHOLDERS ARE YOUR FIRST CLIENT
Deliver financial “ Value” to shareholders
6

7. CUSTOMERS ARE YOUR MISSION!
Deliver the right Costumer “experience”
7

8. SEARCH ENGINES ARE YOUR NEW ONE!
New rules to follow! New Virtual Players!
Load Time
Keyword Density/semantic
META Tags
Canonicalization
Compression
Redirect
Caching
Backlinks
XML sitemap
…and more 8

9. NOW, YOU HAVE 2 OFFICES TO MANAGE!
Traditional B2B office Virtual office
9

10. AS AN ONLINE MARKETER,
WHAT ARE YOU FOCUSING ON?
00:38
Min.
10

11. FOCUS ON WHAT YOU CAN CONTROL…
11

12. BUT CAN I STRATEGIZE IN THIS NEW CHANNEL?
+240M Hostnames, + 80M Web sites, +1.3B surfers
“ Online Marketing
Strategy” is long term
planning and big-
picture maneuvering”
i-marketing
web-marketing
Internet marketing
Search Engine Marketing
This channel is Faster, Measurable,
Personalizable & Accessible
12
But without identity
e-Marketing

13. YES IT’S POSSIBLE TO STRATEGIZE IN THIS
NEW CHANNEL
1-Define your Brand 2-Map your Brand
13

14. DON’T BE LOST, KEEP IT SIMPLE!
MY SWOT/ROADMAP AT ICE;
14

15. YOUR EMARKETING ROLE IS EVOLVING AND
NEED TO BE ORGANIZED
15

16. DON’T BE AFRAID TO SCORECARD YOU!
16

17. Product Solution
Promotion Information
Price
Value
00:25 Pipeline
Min. BALANCE YOUR Access
MARKETING MIX
17
WITH THE RIGHT TACTICS

18. MEASURE THE ROI FOR EACH TACTICS
Usage Highly Effective
1- eMail, 1- Executive seminar,
2- PR, 2- Inside sale,
3-Trade Show 3- Webinars
4- PPC
18
Q2 2008 B2B Marketing Effectiveness Online Survey, Forrester Research

19. INBOUND MARKETING IS MORE EFFECTIVE
CPL at $134 (-60%)
CPL at $332
19

20. SOCIAL MEDIA, YOUR NEW “VIRTUAL 5 TO 7”…
20

21. MAKE SURE YOU SET THE RIGHT GOAL
21

22. SOCIAL MEDIA, CAPITALIZE ON THE RIGHT ONE
B2C is Facebook at 68%
B2B is Linkedin at 45%
22

23. LET’S SEE THE POTENTIAL OF
23

24. OVER 32M MEMBERS IN USA
24

25. CREATE YOUR OWN VIRTUAL COMMUNITY
Exclusive B2B on
Highlights:
LinkedIn
Montreal based
Exclusive at LinkedIn
Topic targeted
(Mobile)
Monthly Event 1st
Monday/Month
+ 859 members
25

26. MY 5 BEST PRACTICES
00:11
“TO GENERATE LEADS”
Min. 1. Think big!
2. Be honest & transparent,
3. Listen your customers
26
4. Be faster
5. Turn “knowledge” into revenue

27. THINK BIG!, BE FLEXIBLE AND ROBUST
Build a solid foundation B2B
SOA, ESB, API,
SaaS Vs Manage
service Providers
SOA: service-oriented architecture, ESB: Enterprise Service Bus 27
, API: application programming interface, SaaS: Software as a Service

28. BE HONEST AND PEOPLE WILL TALK ABOUT YOU
HONEST PRACTICES AND TRUSTWORTHINESS AS THE MOST IMPORTANT 28
FACTORS FOR A COMPANY’S REPUTATION
TOYOTA, BARAK OBAMA, JEAN CHAREST,.

29. DELIVER MORE VALUE…FASTER
Search Engines industry Facebook vs My Space
+50K web sites in 1
29

30. TURN KNOWLEDGE INTO REVENUE
Consumer behavior Adapt your process
NO VIDEO + VIDEO
NO LIFT + X% Conv
Rate
+ Auto Play
+ XX%
Conv Rate
+10M new players for free by iframe
+ 0,39% Conversion rate
30

31. LISTEN YOUR CUSTOMER
Apply to
• Web Pages « Eye tracking motion »
• Packaging
• Planogram
•your choice!
31

32. IS IT EFFICIENT?
Mega Brands
Home page
32
http://www.cesart.com

33. LET’S SEE!
Red spot
reprensents a
consitent visual
motion.
Look and feel is
too young!
33
http://www.cesart.com

34. RITH DESIGN CAN MAKE THE DIFFERENCE
Bounce Rate
34
+XXX 000 Unique visitors…
Do your math, 1% conversion rate at XX$

35. TEST AND TEST AGAIN…
+ XX%
35
Conversion Rate

36. LISTEN YOUR COSTUMERS
Consumer Relationship Management tool
Implemented in 3 months!
36
Ralph Van Coillie

37. TRACK THE CONSUMER IMPROVEMENT
eMail to X%! Consumer entry points
+XX% automa-
tisation vs 0%
+xx%
response time
+xxk
playbooks
+xx% trafic
37

38. -00:02
Min.
CONCLUSION
38

39. CONCLUSION
Best Practices My best advises
1. Generate a valuable 1. Think BIG!
perception for your 3 2. Be honest & transparent,
custmers. 3. Listen your customers
2. Take the time to find
4. Be faster
the right strategy
5. Turn “knowledge” into
3. Balance your
revenue
marketing mix
39

40. Your questions are welcome!
40
FOLLOW ME

41. APPENDIX…
•Few good tools & other references
•More about social media
41 •Budget allocation and best tactics
•Few graph on Market trends
•Management, a must

42. FEW GOOD TOOLS / REFERENCES…
42

43. +10 GREAT SOCIAL MEDIA TOOLS FOR
B2B MARKETERS
Between 50 to $2k per
Free
month
43

44. QUALIFY YOUR SOCIAL MEDIA AUDIENCE
44

45. TRACK YOUR CONSUMER AWARENESS
45

46. BENCHMARK YOUR “REACH” AND YOUR
TRAFFIC TREND
46

47. CENTRALIZE YOUR SEO TACTICS
47

48. LOAD TIME TOOL, A KEY POINT!
48

49. UNDERSTAND YOUR DEMOGRAPHIC VISITORS
49

50. MORE ABOUT SOCIAL MEDIA…
50

51. WHAT IS YOUR ADOPTION ON WEB 2.0 TOOLS?
51

52. SOCIAL MEDIA TACTICS - 2010
52

53. BUDGET ALLOCATION…
AND BEST TACTICS
53

54. B2B MARKETING TACTICS
54

55. PROSPECTING TACTICS
55

56. MARKETING TACTICS USAGES
56

57. SOCIAL MEDIA FOR <5M$
57

58. MARKETERS ARE BUDGETING AND
BETTING ON SOCIAL MEDIA
58

59. BUDGET
59

60. MOST QUALIFIED LEADS COME FROM…
60

61. JUST GOOD TO KNOW!
Impact of your SEO B2B Budget allocation
61

62. LEADS FROM SEO AND SEM
62

63. B2B LEADS B2C IN THE ADOPTION OF
SOCIAL MEDIA MARKETING
63

64. COUPONS AND DISCOUNT TACTICS
64

65. FEW GRAPH ON MARKET TRENDS…
65

66. ADVERTISING MARKET – MEDIA
COMPARISON 2009
66

67. ONLINE AD REVENUE BY FORMAT
67

68. ONLINE
ADVERTISING
FORECAST
68

69. MOBILE IS GROWING
69

70. US CONSUMER SPENT TIME ON
70

71. EUROPEAN ADULTS SPENT HOURS ON…
71

72. INTERNET…A HUGE PLAYARD!
+240M Hostnames
Hostnames
+ 80M Web sites
+1.3B surfers
Active
Between 1996 – April 2010
72

73. ONLINE FRAUD
73

74. INTERNAL FRAUD
74

75. MANAGEMENT, …
GOOD STUFF TO INTEGRATE…
75

76. MARKETING –PART OF GLOBAL THE SYNERGY
Balanced scorecard by Dr. Kaplan & Northon
Financial How should you appear to your
shareholders?
Your STRATEGIES
How should you appear to you
Your VISION
Customer
costumers?
Internal What business processes must excel at?
Business
Process
Learning & How will you sustain your ability to
Growth change and improve?
Drs Kaplan & Norton
76
Execution%f ailure…

77. PLAN – PODC, PLAN, ORGANIZE, LEAD, CONTROL
4 Resources 4P or SIVA
1. Time 1. Product→Solution
2. People 2. Promotion→Information
3. Investment ($) 3. Price→Value
4. Technology 4. Placement→Access
Channels
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78. 78
YOU STILL WANT MORE INFO…

79. FOLLOW ME
79