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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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Customers are starting to demand an online catalog that takes into account their individuality as a customer. As such, the customer can efficiently navigate the catalog with the most relevant products brought to the forefront. This technology can also be used to offer special sales to individual users based on their profile.

We will discuss:

• How to monitor and generate reports on customers’ buying patterns, surfing patterns, industry, psychographics, etc.
• rules-based personalization vs. collaborative filtering
• the latest and best tools and examples of these tools in action

Filed under: Ecommerce Seminars | Email to a Friend | Printer-Friendly | No Comments »

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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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Imagine a catalog shop in which product managers log onto a Web-based database to change prices, update descriptions and add new items, and that the these changes get propagated to both the Quark Xpress-based print catalog and the online catalog Web pages automatically. In this nuts and bolts session, you’ll see how Quark Xtensions, relational databases and rapid application development tools can support dynamic and real-time updatable catalogs both in print and online.

• Database development issues
• Synchronizing Quark and HTML
• Print and Web “look and feel”

Filed under: Ecommerce Seminars Web Development | Email to a Friend | Printer-Friendly | No Comments »

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Deploying video over today’s Internet is like teaching a dog to sing - it’s unpleasant and it annoys the dog. Nevertheless, advances in compression technology, new bandwidth reservation protocols, streaming techniques and the promise of more robust backbones and higher-capacity delivery systems make it likely to arrive sooner than you think. See the state-of-the-art today and find out what the videonet of the future might look like.
(moderator)

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