3Web20与电子商务.pptx

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,#,Web2.0,与信息服务,Web2.0,与电子商务,Web2.0,与电子商务,BLOG,BSP(,广告，品牌,),法银行创建博客网站 吸引众多年轻客户,巴黎国民银行（,BNP,）成为法国第一家创建博客网站的银行,目的是吸引,18,岁至,29,岁的年轻人浏览该行网站并创建个人博客，同时了解该行推出的金融新产品,博客中，,30,属于银行已有客户，,70,属于潜在客户。,把博客作为联络工具与市场工具，提高了银行的网络知名度。,搜索排名和点击率也相当高,Where Blogs make make sense is within targeted online communities.Certain blog authors develop a large base of specific visitors,hence the site becomes a target market for viral marketing.By integrating your brand image within the site experience at that SPECIFIC blog,you as an online marketer are able to truly segment your marketing PRIOR to converting someone as a customer.,blog,的好处，,2005,年,11,月，,单位：,%,来源：,eMarketer,好处,%,Enables quick communication of new ideas and recent news,能对新思想和最近新闻进行交流,40.5%,Provides a more informal venue to communicate,为交流提供更多非正式的收入,39.7%,Immediate feedback from own company,从自己的公司得到直接反馈,35.9%,Promotes regular readership/traffic to company Web site,增加公司网站的日常访问,/,流量,29.8%,Provides a forum for innovation and thought leadership,为创新和思考的领导提供一个论坛,29.0%,Promotes a culture of transparency,发扬公开透明的文化,28.2%,Dont know,不知道,21.4%,Provides material to encourage links from other blogger,为鼓励来自其他,blogger,的链接提供材料,18.3%,There are no benefits,没有好处,16%,Other,其他,3.1%,高管,Blog,-,通用副总裁,Bob Lutz,-,波音副总裁,Randy Baseler,-SUN,的总裁,Jonathan Schwartz,-,微软,CTO Ray Ozzie,员工,Blog,BLOG,企业,Blog,BLOG,商业,Blog,AOL,推出了名为,商务博客网站，整合到商务新闻业务之中,纽约时报,在其网站上开通了名为,DealBook,的博客论坛，专门讨论业界并购重组话题,华尔街日报,开通了新闻博客,商业周刊,也开通了名为,BlogSpotting,栏目，专门提供有关商务和媒体的精华博客文章,虽然博客日益流行，但媒体公司能否通过在博客网站投放广告方式来赢利，目前还是个未知数。,of mouth),Stormhoek,是一家小葡萄酒厂，去年尝试了一种新的营销方式。试图了解与博客们的互动会怎样影响公司的内部的交流，公司的文化，进而影响公司的销售。只要博客满足以下两个条件就可以收到一瓶免费的葡萄酒：,1.,住在英国、爱尔兰或法国，此前至少三个月内一直写博。读者多少不限，可以少到,3,个，只要是真正的博客；,2.,已届法定饮酒年龄。收到葡萄酒并不意味着你有写博义务,你可以写；也可以不写，可以说好话，也可以说坏话。,结果：据,Stormhoek,自称，在六月的时候，用,google,搜索这家公司只有,500,个结果，而,9,月,8,号达到,20000,个。而在这两个月中，他们自己估计有,30,万人通过,Blog,开始知道这家公司。这项活动产生的滞后效应还很难具体估量，但,Stormhoek,发现在过去不到一年的时间里，他们的葡萄酒销量翻倍了，达到了“成千上万箱”的规模。,销售,网站：内容 推送,对话，透视，亲和，,表现，引导，搜索,营销基础,-,目标：布道者或影响者,-,渠道：病毒或传统,-,内容：消费者想分享的任何信息,四个选择,-,定位到谁？,-,怎样传开？,-,讯息是什么？,-,怎样衡量效果？,RSS,Why RSS?,RSS user demographics,are certainly worthy of marketers attention.According to Forrester,users frequent the internet and,at about 39,are younger than non-RSS users by about six years.Forty-six percent are college educated and-in the three months before Forresters survey in February 2005-spent,on average,$465 online compared with$333 for non-RSS users.,Individualized RSS,recipients receive text,images and promotional offers uniquely matched to their expressed interests and desires.The individualized feeds enable marketers to communicate with subscribers based on demographics,past behavior,or any other segmenting attributes.,Already gaining steam in the travel industry and within comparison shopping engines,RSS seems to be a valuable way to push news,offers,and information to customers.Travel companies are able to provide a streaming supply of last minute airfare offers to their customer segments,without that customer having to open an email or visit a webpage.,RSS ads are far more successful than inline ads.,A standalone RSS ad(the entire post is the advertisement)generates,on average,a 7.99%click-through rate-over nine times more clicks than an inline RSS ad(an advertisement within a publishers post).,RSS,RSS,广告,90%,of RSS consumers opt to read the feed content entirely in the aggregator environment,regardless whether they are viewing full or partial feeds.This presents a tremendous opportunity to monetize the feed content at the feed reader or aggregator point of consumption.,www.pheedo.info/archives/000337.html,RSS,Enterprise RSS,desktop applications,server-based RSS aggregators,a large law firm with almost 800 employees in 10 offices across the United States,Dykema was faced with myriad content and information management challenges.,The first challenge was improving methods for gathering and delivering web-based content.,Dykemas second challenge was improving the distribution and dissemination of internal information.,Washington Post,Houston Chronicle,San Antonio Express-News and the San Francisco Chronicle plan to,syndicate,bloggers content on their sites through a service called,BlogBurst,from,Pluck,reports,TechCrunch.Those who blog about travel,womens issues,technology/gadgets,food/entertainment,among other topics,may apply to join the network;they must provide a full-text RSS feed,with no ads,to participate.,feedsky,和卓越网的合作，和卓越网母公司亚马逊与,feedburner,的合 作类似，即基于,RSS,的广告模式。,landing page:Feedpass,的价值在于，它可以在种子着陆网页,(landing page),加入,Google adsense,广告,(,而不是加入种子本身,),，并同在,Feedpass,创建种子网址的用户共享广告营收。,Inc.,9.535,5.638,-41%,F,0.945,1.417,50%,B,-,0.999,-,用户主要都是年轻人,同龄人的影响要超过公司实体（口碑）,面向年轻人的文本、图像和富媒体广告,相关补充,长尾市场：,Google,，,Amazon,搜索：社会化，个性化,搜索成为社会的公共服务？,非常感谢！,