Table Of Content

Marketing in the Moment This page intentionally left blank Marketing in the Moment The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First Michael Tasner © 2010 by Pearson Education, Inc. Publishing as FT Press Vice President, Publisher Upper Saddle River, New Jersey 07458 Tim Moore FT Press offers excellent discounts on this book when Associate Publisher and ordered in quantity for bulk purchases or special sales. Director of Marketing For more information, please contact U.S. Corporate and Amy Neidlinger Government Sales, 1-800-382-3419, corpsales@pearson- Acquisitions Editor techgroup.com. For sales outside the U.S., please contact International Sales at [email protected]. Jennifer Simon Company and product names mentioned herein are the Editorial Assistants trademarks or registered trademarks of their respective Myesha Graham owners. Pamela Boland All rights reserved. No part of this book may be repro- Development Editor duced, in any form or by any means, without permis- Russ Hall sion in writing from the publisher. Operations Manager Printed in the United States of America Gina Kanouse First Printing June 2010 Senior Marketing ISBN-10: 0-13-708109-X Manager ISBN-13: 978-0-13-708109-7 Julie Phifer Pearson Education LTD. Publicity Manager Pearson Education Australia PTY, Limited Laura Czaja Pearson Education Singapore, Pte. Ltd. Pearson Education North Asia, Ltd. Assistant Marketing Pearson Education Canada, Ltd. Manager Pearson Educatión de Mexico, S.A. de C.V. Megan Colvin Pearson Education—Japan Pearson Education Malaysia, Pte. Ltd. Cover Designer Chuti Prasertsith Library of Congress Cataloging-in-Publication Data Tasner, Michael Scott, 1984– Managing Editor Marketing in the moment : the practical guide to using Kristy Hart Web 3.0 marketing to reach your customers first / Project Editor Michael Tasner. — 1st ed. Betsy Harris p. cm. Includes index. Copy Editor ISBN 978-0-13-708109-7 (hardback : alk. paper) 1. Cheri Clark Internet marketing. 2. Web 3.0. I. Title. Proofreader HF5415.1265T37 2010 Water Crest Publishing 658.8’72—dc22 2010006095 Indexer Lisa Stumpf Compositor Nonie Ratcliff Manufacturing Buyer Dan Uhrig Icon Illustrations istockphoto To my beautiful wife, Anna, and my handsome twin boys, Connor and Logan. This page intentionally left blank Table of Contents Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Recognize Any of These? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2 What Does This Mean to You? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Move Out of the Way,or Jump on the Bullet Train . . . . . . . . . . . .3 Why Should You Listen to Me? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 How to Use This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 FAQs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 Do All the Tactics Apply to My Business? . . . . . . . . . . . . . . . . . . . .6 Is Web 3.0 Marketing Expensive to Do? . . . . . . . . . . . . . . . . . . . . .6 Who Does This Book Apply To? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 Are There Other Tools in This Book Besides Online Marketing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 1 The Mindset Shift: From Web 2.0 to Web 3.0. . . . . . . . . . . . . . . . . . . . . 7 What Is Web 2.0? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 The Limitations of Web 2.0 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Oversaturation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Misconceptions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Time . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Modes of Interaction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Openness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 What Is Web 3.0 Marketing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 The Five Key Components of Web 3.0 Marketing . . . . . . . .12 2 Are You Ready for Web 3.0 Marketing?. . . . . . . . . . . . . . . . . . . . . . . . . . . 15 How Web 3.0 Marketing Will Affect Your Business,Your Company,and Your Life . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15 Increasing Mobility and Reliance on Mobile Devices . . .15 Resistance to Sharing Information with Everyone . . . . . . .16 viii A Reduction in the Need to Be “Belly-to-Belly” . . . . . . . . . . .16 Everything Is Continuing to Go to the Web . . . . . . . . . . . . . . .17 Conducting a 360-Degree Review of Your Web Platform and Marketing Efforts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Investing in New and Additional Technology . . . . . . . . . . . . . . . . .22 The Top Five Things You Need to Do to Master and Prepare for the Web 3.0 Wave . . . . . . . . . . . . . . . . . . . . . . . . . .24 3 Content Marketing: Understanding and Capitalizing on the Drastic Shift Taking Place. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 The Content-Delivery Change Taking Place . . . . . . . . . . . . . . . . . . .25 From Blogging to Microblogging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Blogging:What Is a Blog? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 The Two Key Types of Blogs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Why Should You Be Blogging? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 How to Fully Utilize the Power of Your Blog . . . . . . . . . . . . . . .29 The Shift from Blogging to Microblogging . . . . . . . . . . . . . . .33 Twitter and How It’s Changing the World . . . . . . . . . . . . . . . . . . . . .34 What Is Twitter? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34 Who Should Be Using Twitter? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .35 How to Get a Massive Number of Twitter Followers . . . . . . . . .36 Advanced Twitter-Building Tactics and Other Twitter Tools . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39 @Tweets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40 Direct Messages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40 Retweeting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .40 Tweet Deck . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41 Social Oomph . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .41 Search.twitter.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .42 Twitturly . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43 Multiple Twitter Accounts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43 Twitter Maintenance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43 Contents ix 4 Mobile Marketing: Tapping into Billions of Cellphone Users. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 What Is Mobile Marketing? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .47 Mobile Marketing with SMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .48 Mobile Marketing with MMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49 In-Game Mobile Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50 Mobile Web Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .50 Mobile Marketing Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .51 A World Run on BlackBerrys,iPhones,and Mobile Devices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .52 BlackBerrys . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53 iPhones . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .56 How to Implement Mobile Marketing . . . . . . . . . . . . . . . . . . . . . . . . . .62 SMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .62 MMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .68 Mobile Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72 Voice Broadcasts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .75 5 Virtual Reality Worlds: The Hows and Whys of This Unique Marketing Universe. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 The Basics of Virtual Reality World Communities . . . . . . . . . . . .83 www.SecondLife.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .84 www.ActiveWorlds.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .85 Entropia Universe . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .86 www.There.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .87 www.Kaneva.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88 www.Worlds.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .88 Moove . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89 www.IMVU.com . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89 Other Worlds . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .93 How to Leverage the Trend . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .97

Marketing in the Moment: The Practical Guide to Using Web 3.0 Marketing to Reach Your Customers First PDF

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by Tasner, Michael

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