I’m at Web 2.0 and Beyond - Applying Social and Collaborative Tools To Business .

Case Study: A Whistlestop Tour Round Web Marketing 2.0

Will Wynne, ArenaFlowers.com

“Old” web marketing - paid search, natural search, retention marketing, PR, Affiliate Marketing, Comparison Shopping, Conversion Rate. Cost, Competition, Risk, Growth, SEO Optimised page <> Friendly page.

Using social media - video

Host clip of a BBC story, “About Arena” video, Show the team, shows that they do their own flowers, used for job ads, embedded in eBay listing using www.vzaar.com, total views 5k. Blog alongside the main site - good google juice, good for morale, human face to business, 4 times the £/page of rest of site. Fun app on Facebook sending virtual versions of the products and sending traffic to main site.

Backend systems are all web-based, faster to change, cheaper to deploy.

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