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Women in Telecommunications Celeste Bishop csb@bishopmarketresources.com LinkedIn: www.linkedin.com/in/celestebishop Twitter: @csbishop Celeste Smith Bishop

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Women in Telecommunications

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Women in Telecommunications

Celeste Bishop

csb@bishopmarketresources.com

LinkedIn: www.linkedin.com/in/celestebishop

Twitter: @csbishop


  • Celeste Smith Bishop

  • Celeste has extraordinary expertise as an Internet Strategist and Marketing Expert. Her business, Bishop Market Resources, assists a wide range of organizations to achieve results that are more powerful and predictable through creative and effective use of their website, blogs and the ever-growing army of Social Media and Search Engine Optimization and marketing tactics that herald a new way of doing business.

  • As a recognized Internet Marketing expert, Celeste is a frequent pubic speaker and published author on a variety of topics relating to creative ways to achieve business results through emerging Internet technologies, techniques and pragmatic tactics. Celeste has also been featured in the Wall Street Journal, PBS Lehrer News Hour and National Public Radio programs and the San Francisco Chronicle.

  • Bishop Market Resources offers a range of custom services and turnkey programs, including: Website Planning Workshop, Internet Tune-up, Online Performance Management, Website Audit, Website Competitor Profiler, Online Reputation Management, Internet Self-Sufficiency and more. Her workshops include, Web 2.0: Leveraging New Web Marketing Opportunities for Your Business and Websites that Sell: How to Tool Your Website for Sales.


Web 1.0  Web 2.0

Reading  Writing

Corp Comm  Peer Intelligence

Text Content Multi Media

Directed Behavior  Browsing

Information  Interaction

Mass Communication Personalization

Site Owner  You


  • Social Media is not Web 2.0

  • Web 2.0 is not Social Media


  • Web 2.0

    • Enabling Technologies for Social Media

      • Broadband Penetration

      • Plug-ins

      • Widgets

      • REST Architecture

    • Enabling Functions

      • Tagging

      • Sharing

      • XML

      • Open APIs

      • Browser-based Applications

    • Process Improvements

    • Data Abstraction & Manipulation  AJAX


“In the Web 2.0 world, customer and prospects rely less on a site to inform them about products and services and more on peer networking.”

Jeannie Mullen

Senior Partner, Worldwide Email Marketing

OgilvyOne Worldwide


  • Social Media

  • Made possible thru Web 2.0 capabilities

  • Interactive user conversations

  • Website  Web Presence

  • Multi Media: easily accessible by all

  • Profound marketing shift from:

    Company Control  Consumer Control


  • Social Media

  • “The online tools and platforms that people use to share opinions, insights, experiences, and perspectives with each other. Social media can take many different forms, including text, images, audio, and video. Popular social mediums include blogs, message boards, podcasts, wikis, and vlogs.”

  • Source: Wikipedia


  • Implications…

  • Web Presence vs Website

  • Era of the Empowered Customer

  • Longer-term, Deeper Customer Relationships

  • Economic: Online Business Displacement


Social Media

SM

Online Adverts

Website/Blog


Internet Marketing: Key Components


  • Social Networks

  • A Social Network is… “one that allows Internet users

  • the ability to add user-generated content such as:

  • comments, review, feedback, ratings, or their own

  • dedicated pages.” *

    *iPropsect & JupiterResearch study


Organizing Structure


  • Social Media Business Value

  • Listening Posts – Market & Customer Research

  • New Ways to Reach Target Market

  • Influence Search Engine Ranking

  • Online Reputation Management

  • Brand Building/Public Relations

  • Customer Service On Steroids

  • Build Business Relationships

  • New Advertising Channels

  • Cost & Speed Advantages

  • Viral Marketing Potential

  • Leapfrog Competitors

  • Lead Development


  • Launched February 2004

  • 5th most popular website & growing

  • Growth: 110M to 200M users < 8 Months

  • Over 150M active users in 170 countries

  • 10/07 Microsoft invests $240M/1.6% Stake

  • Growth: 314% in Europe

  • Ad Network  volume + targeting

  • Opening more API  more innovation

  • Coming Soon: OpenID


  • Business Value

  • Build Business Networks

  • Drive Traffic to Hub

  • Enhance SE Ranking

  • Targeted Advertising

  • Surveys & Polls

  • Market Events

  • Monetize as Add-on Developer

  • Data Mining


  • Case Study:

  • Social Music Discovery Site 5/07

  • Starting Point: 3M Users

  • Launched Facebook App – grew 1M/week

  • Three Weeks After Launch: 6.5M

  • Demand So High Requested More FB Capacity

  • 4/09 – 40M users; changing name to Music

  • http://www.ilike.com/tour?page=2

Color Commentary:

iLike tried to install 100 additional servers; ended up renting a 24’ truck driving around SF asking companies to sell spare machines!


  • Business-oriented networking site

  • All Fortune 500 are represented in LinkedIn

  • Business Value:

    • Increase Visibility

    • Build Networks

    • Lead Development

    • Check Out Competition

    • Improve SE Ranking

    • Research… of all kinds

    • Advertising

    • Finding Jobs/Gigs


  • Case Study:3GJuice

  • Dutchman – Henk van Ess – and his 3G iPhone

  • Commented in LinkedIn Groups About Battery Life

  • Chinese Battery Manufacturer on LinkedIn Replied

  • “I have a solution.”

  • Henk Used It, Liked It and Commented in LinkedIn

  • Henk Hears from Other LinkedIn Members; Takes Orders

  • Becomes International Distributor: Day 1 = 1,200 Orders!

  • Dutch Consultant Collaborates with Chinese Manufacturer

  • Birth of a New Company: 3GJuice

  • Happy Henk… 

    Source: NY Times & Telegent

    http://www.3gjuice.com/


  • A social networking site with an interactive, user-

  • submitted network of friends, personal profiles,

  • blogs, groups, photos, music, and videos for

  • teenagers and adults internationally. Its headquarters

  • are in Beverly Hills where it shares an office building

  • with its immediate owner, Fox Interactive Media,

  • which is owned by News Corporation in NYC.

  • Source: Wikipedia


  • Online platform/tools that enables users to create their own social networks. DIY…

  • Launched October 2005 Marc Andreessen & Gina Bianchini

  • 4/09 1M networks

  • 22M registered users ~ 6M active

  • Lost 20% of page views in Dec/08 when it shut down networks containing porn/adult material

  • http://womenintelecom.ning.com/


  • “Email Marketing 2.0?”

  • 140 Character Limit; 100% Opt-in

  • Critical Mass: Oprah & Ashton Kutcher/CNN

  • 10M visitors 2/09 – 700% PY Increase

  • 70% of Twitter users joined in 2008

  • More than one in ten (11%) online adults in US say they have used Twitter

  • - or a similar service – to share updates about themselves or view updates

  • about others, and those who use Twitter have a greater affinity for mobile devices.

    • Pew Internet & American Life Project


The Oprah Effect

http://video.google.com/videosearch?hl=en&rlz=1T4GWYA_enUS308US209&q=oprah%20on%20twitter&um=1&ie=UTF-8&sa=N&tab=wv#


  • Business Value

  • Get answers to Qs

  • Networking

  • Connect with Influentials

  • High Viral Potential

  • Social Proof

  • ID Opportunities

  • Tracking Tool

  • Instant News

  • Personal Brand Building

  • Drive Traffic to Hub

  • Customer Service/Corp Brand Building

  • Get Help


  • Case Study: Jet Blue

  • In the Beginning: JB Monitoring Online Reputation

  • Customer Complaints Treated Real-time

  • Result: Surprised & Highly Satisfied

  • Next Wave: Satisfied Customer Used Twitter Like a Digital Megaphone; Shared Stories About JB Responsiveness

  • Customers Became Viral Marketing Army

  • Jet Blue Gains Favorable Rep For “Awesome” Customer Svc

  • Traditional Media Picks Up Story; Legs Beyond Twitter

  • http://twitter.com/JetBlue


Flutter: http://www.youtube.com/watch?v=BeLZCy-_m3s


  • Del.icio.us & Technorati

  • Social Bookmarking – Store, Share, Categorize & Find Info

  • Delicious – Launched in 2003; Yahoo! Acquired in 2005

  • Technorati – Launched 2004; Blog SE & Social Bookmarking

  • Shared WebPages; Organized by Tags

  • Some Support Ratings, Comments, etc.

  • Big Deal Aspects: Sharing & Internet-based


  • Social Bookmark Business Value

  • Distribute Content

  • Drive Traffic to Hub

  • Some Search Engine Link Value – Eroding

  • Social Proof


  • Powerful & Controversial News Story Site

  • Discover & share stories others have “Dug Up”

  • Launched 2004 – Members “Vote” Stories to Top

  • Digg Bar launched 4/09; Controversial

  • Business Value:

    • Submit stories (articles, posts, press, etc.)

    • Drive traffic to Hub

    • Social Proof

    • Some link value

    • High viral potential


  • Squidoo is a community website that allows users

  • to create pages (called lenses) for subjects of

  • interest. Lenses are interactive, and can contain

  • Flickr photos, Google maps, blogs, eBay auctions,

  • YouTube videos, and other links.

  • Source: Wikipedia


  • Displays Wide Range of Video Content:

    • Home-made Video Blogs and Video;

    • TV & Movies Clips

    • Music Videos

  • Former Pay Pal Employees Launched 2005

  • Acquired by Google 11/06 for $1.65B in stock

  • User Generated Video Content

  • Nearest Competitor – Hulu

  • Noteworthy:

    • CNN - YouTube Presidential Debates

    • George Allen, former Virginia Senator

    • Barack Obama

    • Susan Boyle: >100M views

      http://www.youtube.com/watch?v=9lp0IWv8QZY&feature=related

      http://www.youtube.com/watch?v=0DbFDsWjsEo&feature=channel

      http://www.youtube.com/watch?v=qg1ckCkm8YI


  • Business Value

  • Advertising

  • Viral Video

  • Reputation Management

  • Search Engine Ranking


  • Flickr & Slide Share

    • Image/video Hosting Site; Launched 2004

    • Yahoo! Acquired 2005

    • Used by Bloggers to Host Pix

    • 11/08 > 3B Images

    • Presentation Sharing Website

    • Supports PowerPoint, PDFs, MS Word, etc.

    • Converts Presentations to Flash

    • Can Bookmark, Comment and Tag


  • Launched October 2007 by Former Google Employees

  • Social Media Aggregation Software

  • Consolidates Various Social Media in One Place

  • Check What Network Members Do Across Platforms

  • Convenience + Business Opportunities

    • Add Relevant Blog(s)

    • Extend Content Reach

    • Business Efficiency Tool

    • Super Searching


  • Critical Success Factors

  • ID Target Market Online Channel & Keyword Preferences

  • Master SEO Fundamentals; Build On Top of That Platform

  • Identify Ecosystem; Watch, Value, Then Participate

  • Develop Content Creation & Distribution Strategy

  • Manage Personal & Business Reputation Online

  • Build a Relevant Plan &Tactical Mix

  • Measure & Performance Manage

  • Avoid Network Quality Dilution


  • Guidance

  • Don’t Get Overwhelmed

  • Develop a Strategy and Plan

  • Integrate With the Rest of Business Initiatives

  • Master Web 1.0 Fundamentals First

  • Maintain Your Learning

  • Perform Core Competency In-house; Outsource the Rest

  • Learn by Failing – Monitor & Measure Everything

  • Think Evolution, Not Revolution – Manage For Long Term


  • Web 3.0 – Eric Schmidt

  • Just When You Thought It Was

  • Safe To Get Back In The Water…

  • http://www.youtube.com/watch?v=T0QJmmdw3b0&feature=related


  • Celeste Bishop

  • csb@bishopmarketresources.com

  • www.BishopMarketResources.com

  • LinkedIn: www.linkedin.com/in/celestebishop

  • Twitter: @csbishop


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