SEO Web Marketing Seminars

Are you absolutely sure that your Web site is running at peak effenciency, dazzling customers, coming up high in search engines, generating adequate ROI, and leaving you exposed to unnecessary litigation? Step-by-step, you’ll learn what areas to audit in your Internet presence, including: legal & procedural public relations, financial, performance & reliability, customer service, Internet marketing task force, technical, user experience, accessibility, content, community, “findability”, e-commerce, privacy, and last but not least, security.

This interactive workshop will give you hands-on experience on:

• Where and how to begin the evaluation process
• What to audit and how often
• Tools and resources to use in auditing
• Benefits of auditing, risks of not auditing
• Turning measurements and recommendations into an Implementation Plan
• Applying these tools and principles to your specfic need

Attendees: If you would like to have your Website discussed in the workshop, or if you would like the speaker to address any specific needs, we strongly encourage you to fill out the online form at www.netconcepts.com/efood2000-auditing/ prior to the workshop.

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Providing your consumers with a “portal” to a plethora of online information about food and cooking is a great way to make your web site “sticky” and generate loyal repeat visitors to your site. Four key ingredients for a successful food portal include:

• Content( both home-grown and aggregated)
• Community

• Customization
• Commerce

In this presentation we will analyze from an insider’s perspective both the BirdsEye.com site and the Recipefinder.com site, comparing and contrasting their two differing approaches to creating a food portal, and reviewing their results.

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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” PR 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

Special Luncheon Workshop

How does my web site stack up to my consumers’ expectations? Can he/she easily maneuver through the site? Delegates will enjoy a brainstorming and open discussion assessing the effectiveness of a select number of attendees’ sites over lunch.

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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. 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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If your customers are having problems with your products or services, and if an e-mail to your support desk and/or a visit to your web site don’t give them immediate solutions, they will frequently turn to discussion forums (in the forms of e-mail-based “lists,” Usenet “newsgroups,” and Web site “virtual communities”) for answers to vent their frustration.

Unfortunately for you, seldom are companies like yours ever “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 even 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” PR 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

Post-Conference Workshop, September 17, 1999:
“Killer” Customer Service Over The Internet
This is the workshop you’ve been waiting for - a LIVE Internet connection so you can see what the buzz is all about, while an expert is Internet-based customer service explains what it all means! Customer service departments looking to “get on the Net” need to prepare for the opportunities, pitfalls, and competitive market niches that are being created in Cyberspace.

This in-depth, half-day workshop specifically designed for non-technical customer service and marketing professionals prepares you to more fully participate in the marketplace. Basic concepts, terms, practices, and directions will be clearly defined and demonstrated. 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. And most importantly, you’ll learn in this interactive workshop how to apply those techniques to your own online customer service venture.

Demonstrations and discussions will include:

• Auto-response email
• Following up with personal email
• Answering their questions before they ask them!
• Frequently Asked Questions with answers
• Getting customers to help each other: online discussion groups
• Getting your data out there: online libraries of technical
  specifications, ties with corporate system, (e.g. FedEx)
• Putting it at their fingertips: using search engines and hierarchical indices
• Personalized web pages and automated personal notification
  services by e-mail

Get a jump on your competition and get the solid foundation you need to succeed in this exciting new customer service venue by joining us for this one-of-a-kind workshop!

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Birds Eye strives to find new and innovative ways to help consumers plan tonight’s dinner (their 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 Birdseye:

• Aggregates content through a Worldwide Recipe Search Engine
• Personalizes content through a Personal Recipe Box and Personal Shopping List
• Creates virtual communities through a Recipe Exchange

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Are you absolutely sure 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? Step-by-step, you’ll learn what areas to audit in your Internet presence, including: Legal and procedural, Public Relations, Financial, Performance and Reliability, Customer Service, Internet Marketing Task Force, Technical user Experience, Accessibility, Content, Community, “Findability”, e-Commerce, Privacy, Security and last but not least Y2K.

This interactive workshop will give you hands-on experience on:

• Where and how to begin the evaluation process
• What to audit and how often
• Tools and resources to use in auditing
• Benefits of auditing, risks of not auditing
• Turning measurements and recommendations into an implementation plan
• Applying all these tools and principals to your specific needs

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Your online enemy is no longer your competitor but instead, the information glut that fills the Internet. This session will analyze how to rise above this “data smog” to effectively capture the corporate customer’s attention and then close the sale.

• Exploiting your existing customer data to target new customers
• The targeted effectiveness of email
• Constructing an interactive site for product testing and demonstration
• Case studies of innovative companies succeeding in new
  business acquisitions

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Are you absolutely sure that your Web site 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? Step-by-step, you’ll learn what areas to audit in your Internet presence, including: legal & procedural, public relations, financial, performance & reliability, customer service, Internet marketing task force, technical, user experience, accessibility, content, community, “findability”, e-commerce, privacy, security, and last but not least Y2K.

This interactive workshop will give you hands-on experience on:

• Where and how to begin the evaluation process
• What to audit and how often
• Tools and resources to use in auditing
• Benefits of auditing, risks of not auditing
• Turning measurements and recommendations into an Implementation Plan
• Applying all these tools and principles to your specific needs

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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. Greg Stromberg and Stephan Spencer will discuss how INX International Ink Co.:

• Leverages customers, customers’ sites, employees, research firms, and online knowledge bases
• 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