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In the era of Web 2.0, marketing is all about getting your customers to come to you.
A recent study by the US based Online Publishers Association found internet users spend almost half their online time on content – whether that’s news or information, audio or video – and just over a third of their online time on communication.
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- Significantly, the study found that over the past four years the average amount of time internet users spend on content has increased by 37%, while time spent on online shopping has actually decreased by 5%.
- The lesson? To draw traffic to your website, and attention to your product or service, you need to offer content and communication. In short, you need to make your business the centre of an online community.
- Whatever you do, become the go-to person in your area, someone who is on top of all the big issues and the latest trends. Establish your reputation as an expert by talking to conference and industry groups about what you do and direct them to your website as a repository of your expertise.
- The media is constantly hungry for new stories and new people to talk to. Don’t be afraid to feed the beast: send letters to the press commenting on issues, offer to write opinion pieces and make a list of media contacts to whom you can send punchy, clear media releases on the latest industry news.
- It is also crucial to find and establish a presence on any forums or websites that are relevant to your business. This can’t be about touting your product – you have to be able to contribute genuinely authoritative and interesting information.
- Find the people who are the champions of your community and get them on board. Contact them individually, have lunch with them and persuade them to make a contribution by writing a blog or participating in your forums.
- Make it easy for visitors to express opinion on your site.
- People want content so give it to them. Make your website a place where people with an interest in anything to do with your industry can go to get a wealth of relevant, up-to-date and accurate information.
- the most valuable content will come from users of your site.
- Forums are a crucial way of fostering a community around your brand.
- Identify marketing partners who have networks that can be used to help you get your message out and cultivate them.
- For businesses in areas that are rich with interest material, it makes sense to break down content, blogs and forums into topics, sub-topics and micro-topics.
- Conversely, if you don’t feel there is enough in what you do to draw eyeballs to your site, broaden it out to related areas that are of interest.
- In all but the most exceptional circumstances, building an online community around your product will take long and relentless work.
- “There are very few overnight success stories, and many of those won’t be sustainable,”
- evolving

Marketing Article: The Link-Building Bible: Over 100 Tips, Tricks and Tactics for Rapidly Building Link Popularity by Marketing Profs

www.marketingprofs.com/...g-bible-114-tips-galliford.asp - Preview

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1. Give articles away via one of the many article distribution services
2. Write articles for your industry's sites;
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- 4. Write press releases and distribute them through services such as PRWeb (www.prweb.com), PRNewswire (www.prnewswire.com), or PRLeap (www.prleap.com).
- 5. Write a press release and offer it to a journalist as an exclusive.
- 8. Run surveys on your site and then publish the results. Good surveys can generate a lot of links.
- 10. Create lists that recommend, such as "Top 10...," "Best of...," and "10 Tips to..." These attract inbound links.
  
  11. Create lists that debunk, such as "Top 10 Myths..." or "Top 10 Mistakes..."
- 16. Position yourself as an industry guru and get yourself on journalists' and bloggers' Rolodexes.
- 29. Ask and answer questions on Yahoo Answers (http://answers.yahoo.com/). In your answers, you can point people to online resources, which of course could be an article on your Web site!
- 36. Participate in industry forums and be sure to you include your domain name in your signature (where possible).
- 37. Add comments to blogs and reference your Web site. Make only sensible and relevant contributions.
- 82. Ask to have the link placed in the context of a relevant article rather than stuck on a "Links" page.
  
  83. Better still, ask the reciprocal site to write an article recommending your Web site with the link at the end.
  - f you have a relatively popular site that is receiving an increasing amount of requests for link reciprocation, it would be better to moderate the inbound requests by first asking them to send you a link to an article they posted on their blog site that links back to yours. - on 2007-11-13
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- 91. Sell products on eBay and give the money to charity. Ask the charity to link to your site. Obviously, picking a big and relevant charity will provide the maximum benefit.

Marketing Article: Blogging Baby Steps: How to Join the Conversation Without Starting Your Own by Marketing Profs - Print

www.marketingprofs.com/print.asp - Preview

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Not all of us have our proverbial "ducks in a row" on Blog Day One, so this comment approach can ease you into the blogosphere and introduce you to fellow bloggers.
- I like this approach. It helps get new, aspiring bloggers "out there" without the burden of hosting a full-blown blog right off the bat. - on 2007-11-13
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Step 3: Set up search alerts that arrive via email. These alerts are your alarm clock for checking out new blog posts and then commenting.
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- You can also use RSS feed readers and feed search tools to create similar alerts
- Step 4: Comment Tracking.
- Step 5: We are now at the easy part—reading all those blog posts and finding the most relevant to your expertise so you can comment. A gentle reminder: you do not have to read all of these newfound blogs in order to start commenting.
- Step 6: Be like Nike: Just do it. Post a comment.

The ROI of Social Media | NTEN: The Nonprofit Technology Network

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Social Network ROI Calculator

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sloodle - Virtual Environment Learning System

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Unisfair - Powering the World's Virtual Events

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Why Twitter Hasn't Failed: The Power Of Audience

www.techcrunch.com/...t-failed-the-power-of-audience - Preview

social networks

Imagine a newspaper article that suddenly greeted a specific reader.)
Twitter is designed for network effects to take hold and given the natural reciprocity among groups of friends, it’s likely that most people have at least a handful of followers they know.
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- Twitter works and enjoys such strong attachment because it provides real-time access to a well-defined audience.
- people use Twitter because they have an idea of who will see their lightweight messages and this sense of audience is reinforced by @replies, re-tweets and references in future conversations (online and offline).
- Designing for the sense of Audience is a powerful tool to create cohesion and a sense of utility among users of a service.
- Profile Pages on Facebook can have audiences of course, but this requires that users continually roam Facebook to look for news in their network. Facebook realized this limitation and introduced the News Feed. Its intent was to move a user’s “acts and performances” from the stage of the profile page to a single and central stage, a single place for Audience.
- acebook was the first major social network to introduce the News Feed concept, which has since become a standard sauce for stickiness in many places
- Because users don’t really know who’s listening on Facebook and who isn’t, the platform hasn’t been embraced as a place to publish proactively.
- The answer is feedback loops.

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