Net Marketing

1
Delivering theStrength ofInformation
Technology and Professional Services
2
Focus on digital integration Business-to-Governme
nt

• Intelligent digital-based decision making
• Understanding our customers reach into digital
  media
• Executing integrated digital campaign strategies
• What about the F_at_! bloggers?

2
3
In the web era, business decisions are supported
by three sources of information

• Current Events/News keeping pace with the
  latest, wherever and whenever its written via
  interactive online tools and sources
• Empirical Data/Research the world is your
  library, vertical/horizontal SMEs, interactive
  tutorials, online surveys/results
• Peers sharing best practices to challenges,
  gaining affirmation/validation articles, blogs
  and forum discussions

4
General notations

• Today the majority of senior government decision
  makers (65 FedCiv) (51 DoD) starts his or her
  day by deliberately going to specific industry or
  government websites in order to gather specific
  news and information. Once that information is
  shared and retrieved, they depart.
• Most viewers are customizing their online web
  experience to a greater extent to make their
  visits as relevant and as efficient as possible.
• As this customization continues, online
  publishers and informational websites are
  learning more and more about their viewers
  desires/habits and are developing more relevant
  platforms to enhance their experience.
• News and research based websites now offer custom
  opportunities to promote more user interaction,
  feedback and dialogue.
• This increased interaction, in turn, drives up
  the brand value of many online communication and
  marketing tools.
• Advertisers are experiencing new motives to
  deploy their message smartly and efficiently
• Simple, targeted ads perform better than
  interruptive ads
• Advertisers are learning more about their
  audiences behavior and are adapting their
  campaigns to integrate with these patterns
• New metrics are backing up these findings and
  inspiring deeper targeted campaigns
  relationship based marketing

5
Integrated B-to-G campaigns digital, print,
broadcast, public relations

• BearingPoint - Government
• Unifying print ads, forum sponsorships, blogs,
  webinars, emails and event platforms to fully
  engage the viewer around Government Information
  Security issues.
• Cisco Federal
• Combining print and online strategies to target
  unique viewers focused on Federal and SL IT
  issues. Includes some of the most innovated and
  interactive ads on site.
• Northrop Grumman IT Lockheed Martin IT
• New to the online advertising space but
  developing a solid presence in BOTH the defense
  and IT focused sections. NGIT ranked in top 5
  online advertisers nationally last month(B-to-B)
• General Dynamics IT
• Fully integrated and highly targeted online
  campaigns for Federal Civilian and Homeland
  Security. Traditional defense market combining
  brand presence in print, online sponsorships,
  email newsletters and heavy editorial outreach
  into online media. A strong focus on owning the
  medium.e.g., Government Executives nextgov.

6
PR Blogging In B-to-G, just like B-to-B, its
primarily a strategic media outreach issue

• Cant force media relations model into blogger
  relations
• General attitude of get rather than give is
  antithetical to communities
• Bloggers are often part of subject specific
  communities
• Spam, press releases, blanket approaches dont
  work

7
B-to-G G-to-G Blogs New Media Requires New
Approach

• Social implies interaction Think relationships
• Long term harvest versus short term gain
• Communities exist in more than one place
• Identify all influencers, and focus on them
• Example Ike Pigott, A-List in PR? No.
  Influencer? Oh yeah!

8
B-to-G Blogs Leveraging Social Relationships

• Start by providing value Whats the so what for
  this person? What are you giving them that
  matters?
• Unconventional pitching Twitter, social
  networks, micro pitches NO PRESS RELEASES
• The phone still works
• Plus Use social media tools like blogs, etc. to
  help support the mission. Novel concept.

9
Stay ahead of the blogging class

• Five unorthodox ways to pitch bloggers
  http//tinyurl.com/6s7muf
• Podcast on the current state of blogger
  relations http//tinyurl.com/68tdum
• Thoughts on pitching bloggers http//tinyurl.com/6
  pq7ft

10
Bottom Line B-to-G digital integration

• Current trends point to an 2.0 online model for
  the B-to-G space that is less about blanket
  coverage and more about targeted engagements for
  both mainstream vertical media and blogs.
• Government customers want more customization,
  Government focused publishers want to offer a
  more relevant experience, and B-to-G advertisers
  are finding better value in sponsoring it.

11
Thank you.Mark MeudtVice PresidentGeneral
Dynamics ITmark.meudt_at_gdit.com