Copyright © 2009 What If What Next™ All Rights Reserved An Innovative Web 2.0 Business Development and Media Relations Platform Howard Oliver What If What Next™ WebVoyaging®

Copyright © 2009 What If What Next™ All Rights Reserved Overview of What If What Next™  Company delivers high value and integrated: Thought leadership and strategic marketing for Web 2.0 technologies Social media optimization platforms Market research Social media driven business development and media relations campaigns  Leverage proven processes, existing relationships and technical expertise of your industry to rapidly deliver results  Experienced team can work independently to provide an “outsourced” resource, reducing internal costs and resource allocation

Copyright © 2009 What If What Next™ All Rights Reserved Biography The founder and CEO of What If What Next, Howard Oliver for more than 20 years has been an entrepreneur, writer, thought leader, PR Guru, business development strategist, technology evangelist, manager and consultant for numerous service industrial and high technology companies. Howard is a passionate evangelist of Web2.0 PR and Social Media Optimization for Business Development. Clients in technology and other industries recognize him as a driven, highly creative and disciplined thinker. He current publishes The Canadian BioTechnologist2.0 Blog ( and other social mediahttp://cbt20.org sites.

Copyright © 2009 What If What Next™ All Rights Reserved  An integrated strategic marketing, media relations, social media optimization and business development program for small and large companies  WebVoyaging ® offers: A self-funded program Optimization of web assets and use of social media/networking sites Social media advocacy and outreach Strategic alliances to broaden market penetration and brand awareness Customized, content-driven, company sponsored online magazine (e-zine) and/or blog Extend company’s sphere of influence and deal making capabilities Expand media coverage and company awareness What Is WebVoyaging®?

Copyright © 2009 What If What Next™ All Rights Reserved  Resource allocation Dedicated project/social media manager to implement WebVoyaging ® strategy Senior Web 2.0 and social media creative director Fully staffed marketing and technical writing team Web-based competitive intelligence and information collection manager  Time commitment Three to six months for preliminary campaigns Year long contracts or multiyear contracts for ongoing social media programs What is WebVoyaging®? (cont’d)

Copyright © 2009 What If What Next™ All Rights Reserved Trends  60% of Baby Boomers consume socially-created content (Forrester)  51% of businesses use social networking sites like Facebook, LinkedIn, Twitter, WordPress, SlideShare, Blogs and other specialty sites (Sage – North America)  It can certainly help to enhance the process of identifying customers, especially in niche markets. (International Council of Small Business)  This is the year for business to figure out social media or get left behind (On Online Networking for Business (The New York Times, June 2009) Conclusion: Social Media Campaigns are now bread-and-butter for industrial markeitng

Copyright © 2009 What If What Next™ All Rights Reserved Flat Hierarchy Authors Publishers / Distributors Implications: A Dramatic Change of Social Structure For business development you must be linked as authors, editors, synthesizers, distributors and consumers Consumers (End Users)

Copyright © 2009 What If What Next™ All Rights Reserved Easy reach to value search Low cost of marketing-people Linked (Word of Mouth) Challenge: Where Do You Go To Get Noticed? Short Head Attention Sales Traffic Democratization participation Leverage the Long Tail

Copyright © 2009 What If What Next™ All Rights Reserved Web Voyaging® Process Launch  Scan LinkedIn, Facebook and Twitter for your 50,000 potential customers  Deliver strategic WebVoyaging® Plan: Build a list of targeted key words, key phrases and search phrases Build tracking and reporting tool for relevant conversations in social media Identify WIWN relationships Create Strategic Marketing Communications Scenarios  Create white paper(s) highlighting company distinctiveness  Write media kit, press releases and other material  Launch ezine/blog  Weekly reviews/monthly reports with metrics

Copyright © 2009 What If What Next™ All Rights Reserved Web Voyaging® Process (cont’d) Ongoing Campaign  Create necessary alliances to broaden market penetration and presence  Ongoing business development: outreach, correspondences, calls, meetings and presentations  Build presence in social media: Linkedin, Forums, Facebook, Twitter, SlideShare, industry media and local sites  Build unique blog, build content and traffic  Build 100 high-value inbound links monthly to web assets, including blogs and landing pages

Copyright © 2009 What If What Next™ All Rights Reserved Web Voyaging® Process (cont’d)  Write media kit, press releases and other material  Pitch stories to relevant media  Complement trade show, road shows and other sales and marketing activities  Conduct media campaign  Build word-of-mouth interest through Web 2.0 tools  Provide ongoing market intelligence to management to guide decision making

Copyright © 2009 What If What Next™ All Rights Reserved Thank You