Online Customer Service Web Marketing

Frustrated by all the less-than-innovative talk about how to build an Internet
presence “the right way”? Do you have a map for your Internet presence when
what you really need is a compass? Does your Internet presence need a “jump
start”? Then this in-depth, half-day workshop is for you! We will introduce
you to powerful and effective tips, tools, and techniques for planning and executing
an Internet presence.

Specifically you will learn:

• “Insider” information about some major companies’ online successes and failures,
  and lessons learned
• Unique cyberbranding strategies and tactics, applied to your individual
  needs and situation
• Brainstorming techniques and hands-on exercises that will identify new
  opportunities
• How to identify and benchmark (creatively imitate) innovative brand-building
  on the Web
• How to incorporate important ideas from strategic planning, project management,
  one-to-one marketing, frequency marketing, and customer service into your
  cyberbranding efforts

Presenters:
Stephan Spencer, President of Internet Concepts LLC and
Arlene Susmilch Mayne, Executive Producer at Terabyte Interactive Ltd.

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What’s the “killer app” of 1999? Will online communities continue to be the
rage or is it a passing fad? Is compelling content enough to keep users coming
back? These questions and more will be posed to our distinguished panel of speakers
who will help us discern substance from hype. Their differing approaches will
give us a “reality check” as we compare and contrast each panelist’s strategies
and the intended (and unintended) results.

Moderated by Stephan Spencer, President of Internet Concepts LLC

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Discussion forums in the forms of Usenet “newsgroups”, email-based “lists” and Web site “virtual communities” can be a powerful tool for branding. However,
seldom are companies really “in control” of these online forums. The tide can
quickly turn against your company: one solitary message triggering a flood of
negative comments from disgruntled users. One doesn’t have to be “on the Net”
to suffer the effects of negative branding on online communities. In one of
the most powerful demonstrations of the influence that Usenet wields over large
corporations, the “Pentium bug” P.R. fiasco stemmed from a college math professor’s
posting to several discussion groups that he discovered a calculation flaw in
Intel’s Pentium chip. Learn proactive and reactive techniques for dealing with
negative posts, how innocent company postings can backfire, participating vs.
moderating.

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Birdseye strives to find new and innovative ways to help consumers plan tonight’s dinner (our primary marketing objective). To this end, we’ve taken some common online marketing strategies — content aggregation, virtual communities, and personalization — and applied them in rather unconventional (and, we’re happy to say, successful) ways.

We’ll discuss how we:

• aggregate content through our Worldwide Recipe Search Engine
• personalize content through our Personal Recipe Box and Personal Shopping List
• create virtual communities through our Recipe Exchange and newsgroups

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Knowing your competitors is as important as knowing your customers. And the Internet can be a powerful tool to obtain and disseminate late-breaking information about your competitor’s products, services, pricing, customers, marketing strategy, etc. Your company’s success depends on monitoring and searching your competitors’ knowledgebases, expanding your own knowledgebases on your competitors, and serving disinformation to them.

• search engine of competitors’ sites on your intranet: collect and index the entire content of all your competitors’ sites and assemble it under one search engine
• competitor profiles and news: build and maintain realtime-accessible data warehouses with information obtained from the media, research firms, your employees, and even your competitors
• monitoring of competitors’ web sites with offline browsers: find out what’s new and changed on the competitor’s site before even their own employees do
• counterintelligence on your web site: give your competitors the wrong information

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This half-day workshop details how to prepare and use an Internet marketing
plan. In essence, an Internet marketing plan is a systematic method for
the effective and efficient management of change (effectiveness means doing
the right things & efficiency means doing things right). At this workshop
you’ll also learn the first concrete steps to take when starting your plan
and how to sustain your momentum.

Specifically you will learn:

• What needs to go into your plan
• Why your plan will have to be altered in light of new opportunities
• How to benchmark (creatively imitate) how others have created their
  Internet marketing presence
• How the Internet marketing plan forces identification of important ownership,
  control and team work issues
• How to select among a set of “generic” Internet strategies to help you
  accomplish objectives
• How to take your Internet plan “off the shelf” and put it into action
• How to incorporate other aspects of the Internet besides the Web, such
  as e-mail & newsgroups, into your plan

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This half-day workshop details how to prepare and use an Internet marketing plan. In essence, an Internet marketing plan is a systematic method for the effective and efficient management of change (effectiveness means doing the right things & efficiency means doing things right). At this workshop you’ll also learn the first concrete steps to take when starting your plan and how to sustain your momentum.

Specifically you will learn:

• What needs to go into your plan
• Why your plan will have to be altered in light of new opportunities
• How to benchmark (creatively imitate) how others have created their Internet marketing presence
• How the Internet marketing plan forces identification of important ownership, control and team work issues
• How to select among a set of “generic” Internet strategies to help you accomplish objectives
• How to take your Internet plan “off the shelf” and put it into action
• How to incorporate other aspects of the Internet besides the Web, such as e-mail & newsgroups, into your plan

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What makes for an effective online customer service presence? We’ll answer this important question by giving you a tour of some of the best (and worst) practices in online customer service. A number of successful online customer service centers will be closely examined, as we analyze in detail the characteristics of their success. We’ll illustrate exactly how these companies are creating satisfied customers and reducing operational costs, using “killer” customer service techniques and strategies like:

• Auto-response email
• Email newsletters and announcements
• Frequently Asked Questions (FAQs)
• High-powered search engines
• Personalization (of both Web pages and email messages)
• Discussion groups
• Ties to corporate systems

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This half-day workshop details how to prepare and use an Internet marketing plan. In essence, an Internet marketing plan is a systematic method for the effective and efficient management of change (effectiveness means doing the right things and efficiency means doing things right). At this workshop you’ll also learn the first concrete steps to take when starting your plan and how to sustain your momentum.

Specifically, you’ll learn:

• What needs to go into your plan
• Why your plan will have to be altered in light of new opportunities
• How to benchmark (creatively imitate) how others have created their Internet marketing presence
• How the Internet marketing plan forces identification of important ownership, control and teamwork issues
• How to select among a set of “generic” Internet strategies to help you accomplish objectives
• How to take your Internet plan “off the shelf” and put it into action
• How to incorporate other aspects of the Internet besides the Web, such as e-mail & newsgroups, into your plan

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