How to Build & Manage Communities, Aggregate Content & Personalize

Beyond the Banner (IQPC) — San Francisco, CA

December 11th, 1998

Workshop by

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

Content vs. Community

Beyond the Banner: Maximizing Revenue with Strategic Internet Partnerships, Affiliate Marketing Programs, and Co-Branding on the Internet (IQPC) — San Francisco, CA

December 10th, 1998

Panel Moderated by

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.

Profiling Your Customers Using the Internet

Linking Customer Databases with the Internet for Improved Customer Relations (IIR) — San Francisco, CA

October 26th, 1998

Seminar by

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

“Work the Web” to Build Your Brand (post-conference workshop)

Cyberbranding: Grow Your Brand on the Internet (IIR) — San Francisco, CA

October 17th, 1998

Workshop by

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
  • 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

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

What Model is Most Effective for Your Brand Building Goals: Content Aggregator, Online Community or Corporate Site (panel)

Cyberbranding: Grow Your Brand on the Internet (IIR) — San Francisco, CA

October 16th, 1998

Seminar by

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

Managing Your Brand in Online Forums: Damage Control

Cyberbranding: Grow Your Brand on the Internet (IIR) — San Francisco, CA

October 15th, 1998

Seminar by

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.

Turning Content, Consumers, and Competitors into Competitive Advantage

Strategic Planning For Internet Marketing — Chicago, IL

September 23rd, 1998

Seminar by

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

Using the Net for Competitive Intelligence

Strategic Planning For Internet Marketing — Chicago, IL

September 22nd, 1998

Seminar by

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

How to Develop A Winning Internet Marketing Plan: A Step by Step Approach

Bell South & Inc. Magazine Sponsored Seminar — New Orleans, LA

June 11th, 1998

Seminar by

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

Personalizing Your Online Catalog

Internet World — Berlin, Germany

May 25th, 1998

Seminar by

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