Web Development Web Marketing

Is your web site proliferating into something you didn’t anticipate or plan for (what one might call “viral growth”)?
Are the concepts of a critical path, the triple constraints, a Gantt chart, or statistical methods for estimating resource requirements foreign to you? The answer is probably yes, unless you’re a career project manager. But as Internet marketers, we have become Web site project managers, whether we like it or not. We must adapt, or risk extinction. And the projects we manage are quickly mushrooming. This not-too-technical session is jam-packed with essential tools, tips, and techniques for effectively managing any Internet project, whether it encompasses content, community, commerce, or all of the above.

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Whether you have an established website or you’re just beginning to think about one, this in-depth workshop will help you meet the new millennium head-on — with objectives, strategies, tactics, and measurable results, all in hand. Do you feel confident that your website is running at peak efficiency, dazzling customers, coming up high in search engines, generating an adequate ROI, and not leaving you exposed to unnecessary litigation?

Or, if you don’t yet have a website, are you adequately prepared to develop a solid Internet marketing plan, assemble an Internet marketing task force, create a budget and timeline, and then bring the project in on time and on budget? This seminar will introduce you to powerful and effective tips, tools, and techniques for planning and executing an effective Internet presence.

Specifically, you will learn:

• “Insider” information about other companies’ online successes,
  failures, and lessons learned
• Unique Internet marketing 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
  marketing on the web
• How to apply strategic planning, project management,
  one-to-one marketing, frequency marketing, and customer
  service to your online efforts
• How to incorporate other aspects of the Internet besides
  the web, such as email and newsgroups, into your Internet
  strategy

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• Push versus pull technology
• Expanding the value of e-mail
• Web-based marketing
• Establishing linkages

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Staying at a bed-and-breakfast is just like spending the weekend at a friend’s
house — except that you can enjoy the homemade pancakes and coffee without
feeling obligated to reciprocate by springing for lunch later. Of course, you may have to endure a bit of awkward morning chitchat with total strangers, but many consider that a small price to pay for the B&B experience.

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There are many thousands of online communities in the forms of discussion groups conducted over email, Usenet, and the Web. At the most basic level, businesses need to be aware of where their company, products, services, or competitors are currently discussed and how they can conduct business effectively in these discussion groups. A proactive company could actually create discussion forums, influence the discussions, and leverage them to drive traffic to its site.

Online communities can be an invaluable source of fresh content for your site. After all, content is expensive to create, so why “grow your own” when you can leverage others’ content? You can also apply strategies to incorporate content from other Web sites. Don’t simply link to outside content, which drives traffic out your back door. Instead, incorporate that content into your site through a full-text, multi-site search engine. You can even take it a step further by partnering with other sites that will offer your search engine on their site with a co-branded interface.

Internet marketing is also about one-to-one marketing of value-added services and information to the Internet user. You can market most effectively on the Internet by catering to the individual through customization. Your Web site can change based on the user’s buying and surfing habits, past usage of your site, demographics, relationship to your company, and a multitude of other attributes which you could collect from your users online or cull from your corporate legacy databases.

Catering to individual needs on a personal level fosters self-reliance and lowers support costs. Personalization also makes it possible to track visitors and correlate Web site usage data with customer profiles.

This in-depth, half-day workshop is specifically designed for non-technical marketing professionals. We will discuss:

• Discussion groups, email listservers, Usenet newsgroups, Web discussion forums, and chat rooms.
• Ways to participate in, moderate, and influence online communities
• Results of how several companies carved out their own niche using search engine “spiders”
• Ways to customize your site to individual users
• How all this can affect your bottom line

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What’s the “killer app” of 1999? Will online communities continue to be the rage or are they 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.

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These days, businesses use the World Wide Web as everything from storefront to customer service center, discussion forum, billboard, newsletter and employee policy manual. Equally diverse are the stories of how Dane County businesses discover the World Wide Web and get online. Here is one of those stories, chronicling how Food Concepts Inc., Middleton, established its Internet presence.

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The Web can be a powerful tool for collecting detailed, up-to-date profile information about your customers and potential customers. There are many creative ways to tap in to various primary and secondary research sources. We’ll discuss how INX:

• Leverages customers, customers’ sites, employees, research firms, and online knowledgebases
• Compels users to profile themselves through online communities, personalization, and “Yellow Pages” directories
• Expanded their profiling system into an extranet
• Obtained, consolidated, and integrated multiple databases into their profiling system

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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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