@fantaghiro
2016-07-01T16:50:00.000000Z
字数 15021
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文本细读 商务英语综合教程
【标题解析】
Kathleen Gilroy, cofounder of Swift Media Networks in Boston, eats, lives and breathes Web 2.0. Not only is her latest business venture focused on Web 2.0 services for conferences, but she's also used just about every Web-based tool there is to run her own various startups. With five full-time staff members, she has become a well-seasoned user of blogs, wikis, collaboration tools and just about any other free or low-cost service she can make use of.
Kathleen Gilroy, cofounder of Swift Media Networks in Boston, eats, lives and breathes Web 2.0.
Not only is her latest business venture focused on Web 2.0 services for conferences, but she's also used just aout every Web-based tool there is to run her own various startups.
With five full-time staff members, she has become a well-seasoned user of blogs, wikis, collaboration tools and just about any other free or low-cost service she can make use of.
"What's interesting about Web 2.0 is that it gives you access to markets a small-business owner couldn't normally reach," Gilroy told the E-Commerce Times.
Right now, her application "portfolio" includes:
- A wiki to coordinate efforts between programmers in Boston, Idaho and the Ukraine;
- Basecamp, a Web-based project management tool (about US$40 a month);
- Highrise to track contacts and activities (much like a small business version of Salesforce.com); and
- A collection of Google (Nasdaq: GOOG) tools (e.g. Google Docs spreadsheets, Google Notebook for blogging, Google AdWords for keyword searches, etc.).
On occasion she even touches base with people through Facebook and LinkedIn; and she's a fan of the likes of Twitter microblogging and del.icio.us social bookmarking service.
"What's interesting about Web 2.0 is that it gives you access to markets a small-business owner couldn't normally reach," Gilroy told the E-Commerce Times.
Right now, her application "portfolio" includes:
A wiki to coordinate efforts between programmers in Boston, Idaho and the Ukraine;
Basecamp, a Web-based project management tool (about US$40 a month);
Highrise to track contacts and activities (much like a small business version of Salesforce.com); and
A collection of Google (Nasdaq: GOOG) tools (e.g. Google Docs spreadsheets, Google Notebook for blogging, Google AdWords for keyword searches, etc.).
On occasion she even touches base with people through Facebook and LinkedIn; and she's a fan of the likes of Twitter microblogging and del.icio.us social bookmarking service.
Blogs for Dogs
Gilroy has also applied her Web 2.0 thinking to help out a friend whose dog breeding business went downhill when some more tech savvy competitors made their names known. All it took was setting up a blog and registering the right keywords with Google AdWords, and business was soon booming again.
The tactic, according to Gilroy, was not about simply setting up a blog on a whim. "Any small-business owner can use a blog as an online marketing tool, but it's moe effective to combine it with Google AdWords to drive traffic. A lot of professionals are also combining Google AdWords with online scheduling services and seeing an enormous increase in profits."
It pays to be specific. "It's easy to start a blog, but it's another to create an environment that's engaging enough to be an impactful part of your business," confirmed Bill Rielly, SMB Marketing Diretor for MIcrosoft (Nasdaq: MSFT). "Your efforts must be driven by core business needs and tightly aligning them with specific tactics."
Gilroy has also applied her Web 2.0 thinking to help out a friend whose dog breeding business went downhill when some more tech savvy competitors made their names known.
All it took was setting up a blog and registering the right keywords with Google AdWords, and business was soon booming again.
The tactic, according to Gilroy, was not about simply setting up a blog on a whim.
Any small-business owner can use a blog as an online marketing tool, but it's moe effective to combine it with Google AdWords to drive traffic.
It pays to be specific.
It's easy to start a blog, but it's another to create an environment that's engaging enough to be an impactful part of your business.
Your efforts must be driven by core business needs and tightly aligning them with specific tactics.
Little Fish in a Big Pond
Web 2.0, according to Rielly, has actually put small businesses at a decided advantage when it comes to reaching out and touching potential customers. "They've taken the driver's seat by becoming the early adopters," he told the E-Commerce Times. "That's because Web 2.0 enables them to achieve a scale at an affordable price, which was never posible before."
Microsoft Office Live Small Business tools launched this past February, for example, enable companies to get on the Web; generate branded e-mails; execute e-mail campaigns; create blogs, wikis and discussion forums; and market over the Internet through banner ads. Basic services are free of charge.
Little Fish in a Big Pond
Web 2.0, according to Rielly, has actually put small businesses at a decided advantage when it comes to reaching out and touching potential customers.
"They've taken the driver's seat by becoming the early adopters," he told the E-Commerce Times.
"That's because Web 2.0 enables them to achieve a scale at an affordable price, which was never posible before."
Microsoft Office Live Small Business tools launched this past February, for example, enable companies to get on the Web; generate branded e-mails; execute e-mail campaigns; create blogs, wikis and discussion forums; and market over the Internet through banner ads.
Basic services are free of charge.
Keeping Your Eye on the Prize
However, with a potential market of millions of consumers, the key to any Web 2.0 outreach is getting a handle on your goals and your real audience. There are some additional types of on-demand Web-based services that can help small businesses capitalize on the power of word-of-mouth referrals.
If influential blogs in your particular market are where you want to invest your limited marketing dollars, services like San Francisco-based BuzzLogic can help find the right influencers in the blogosphere for targeted outreach or advertising campaigns. As CEO Rob Crumpler explained. "If you can identify and reach out to influencers on a one-on-one basis, it can be very fruitful. With 100 million consumers actively reading blogs, businesses need to know the right place to get to the right audience with the right message at the right time."
When targetting the blogosphere, he recommends that business first define their topic areas of interest and identify the key influencers in those areas. The next step is to understand the audiences. "Once you've done your flight planning, then you can start doing outreach," Crumpler told the E-Commerce Times.
However, with a potential market of millions of consumers, the key to any Web 2.0 outreach is getting a handle on your goals and your real audience.
There are some additional types of on-demand Web-based services that can help small businesses capitalize on the power of word-of-mouth referrals.
If influential blogs in your particular market are where you want to invest your limited marketing dollars, services like San Francisco-based BuzzLogic can help find the right influencers in the blogosphere for targeted outreach or advertising campaigns.
As CEO Rob Crumpler explained. "If you can identify and reach out to influencers on a one-on-one basis, it can be very fruitful.
When targetting the blogosphere, he recommends that business first define their topic areas of interest and identify the key influencers in those areas.
Once you've done your flight planning, then you can start doing outreach
A Brave New World
Whatever the market of choice, at the heart of Web 2.0 is the fact that it helps companies build communities, John Kembel, CEO HiveLive in Boulder, Colo., an on-demand platform for building online communities, told the E-Commerce Times. "You can tap into customers. You can compete and innovate efficiently and effectively. You can integrate blogs, forums, wikis, and RSS feeds to support activities that are unique to your products and ideas."
Even at this point, small businesses have barely scratched the surface of [what] Web 2.0 has to offer, Microsoft's Rielly said. "Delivery cycles are getting short, and we're seeing a lot more tools and content [for small business]. That's the exciting part. We're only in the first innings in terms of small businesses engaging in this stuff."
brave new world
Whatever the market of choice, at the heart of Web 2.0 is the fact that it helps companies build communities, John Kembel, CEO HiveLive in Boulder, Colo., an on-demand platform for building online communities, told the E-Commerce Times.
You can tap into customers.
You can integrate blogs, forums, wikis, and RSS feeds to support activities that are unique to your products and ideas.
Even at this point, small businesses have barely scratched the surface of [what] Web 2.0 has to offer, Microsoft's Rielly said.
Delivery cycles are getting short
We're only in the first innings in terms of small businesses engaging in this stuff.