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Never Ending Story 1
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Never Ending Story 1

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Sept 11 presentation at CODA

Sept 11 presentation at CODA

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  • I have been giving this presentation for 3 years now. I laugh when i look at the original version “effective websites for small businesses” Such is the rapid change Come complete circle on some issues Only an Introduction – not a how to! Small Businesses perspective only Re engineered it in the light of past comments and made it an overview only. Taken out a lot of detail to get within 1.5 hours About apprcistion “know what you dont know” rather than “how to” education.
  • Venn diagram to start to define what it is and what it isn’t Hand written! For a reason.
  • Traditional marketing “interrupt marketing” Digital marketing is all about engaging and joining
  • Change between web 1.0 and web 2.0 which has been the key defining change in marketing terms
  • Joint Academic Network Key technology was the Internet Protocol (IP) as it allowed address less computing The web that was
  • The marketers response to the emergence of web 1.0 by building websites! Sort of an extension to traditional marketing but with electronic brochures! Bit of push marketing (emails) and some ecommerce
  • Huge paradigm shift. Digital marketing no longer about electronic brochures- no longer an extension of traditional marketing techniques
  • Not going to define web 2.0 any further- lots of much cleverer people than me have tried! Concentrate on the artefacts of the web as these define it
  • Movement we have had to respond to as marketeers!
  • Its how google interprets that demand and selects websites for you see that is key We all use them now. We all want hits from people who are interested in and likely to buy our products
  • Ok ive done the scene setting- why this stuff is imortant time to delve into the real stuff What does it all mean
  • Gorilla in the marketplace But watch Bing Microsoft and semantic search - 30% market share in the states
  • Google is not neutral. It has a view and you have to understand how it forms a view Dont navigate using the navigation bar as we also assumed back in the 90’s People use google as their home page or their browser home page defaults to google e.g Firefox
  • Google is not neutral. It has a view and you have to understand how it forms a view Dont navigate using the navigation bar as we also assumed back in the 90’s People use google as their home page or their browser home page defaults to google e.g Firefox
  • Nobel Maths prize
  • Designers desisgn websites for the human eye. You should design websites for the google eye! More than this it has to be a very pure form of HTML Software packages (Dreamweaver,Frontpage, Serif)- produce weak HTML Need to write in native HTML to maximise visibilty
  • Bad nieghbourhoods mark you down Avoid link farms and content dupilcators 3. JC Penney
  • Back to my analogy of erecting a wonderful billboard in a basement!
  • This is a huge subject and i cover it in detail in authoring a website on the expanded course Counterpunch and GMC
  • 100 little things See books listed Geneology example
  • Ok so you have re-written your content got SEO working and you are getting traffic- this is only the beggining!
  • These involve publishing information only Do not necessarily involve interaction or websites but usually do as part of an integrated marketing strategy
  • News releases usually found before home pages in searches!!!
  • Visits in last 3 years to may Huge percentage just accounted for by Google a Facebook Add in other Social media and it will be massive Look at rise infacebook. Twitter similar Between them the percentage of internet traffic is increasing!
  • Twitter right place? Micro-blogging? Cover three big ones in purple Very different platforms and should be used in the marketing mix according to your marketing objectices.
  • No real literature yet compared to Twitter which is newer
  • So Google dominates in marketing reveniyue Online oalready won the battle with all other forms of media
  • Transcript

    • 1. “ Its Marketing Scotty, but not as we know it” Richard Masters An Introduction to Digital Marketing for Small Businesses: 2011 remix
    • 2. Digital Marketing: 1
    • 3. Digital Marketing: 2
    • 4. Some Features of Digital Marketing
      • Not Rocket Science! But it is different!
      • Based on the same basic principles as traditional marketing
      • It is part of the overall “marketing mix”, it is not a separate activity
      • Radically changed marketing and is continuing to do so
      • UK 3 years behind US and Far East in this “stuff” and it’s not in books!
      • “ This is not your fathers marketing”
    • 5. This Is Not Your Father’s Marketing “ And that’s the difference between traditional marketing and social media marketing. In traditional marketing, you throw out a message where it will be seen by millions of people who couldn’t care less.” “ In social media marketing, you find the people who are already talking about your message and join the conversation . It’s really that simple and that complicated.” Source:
    • 6. Internet is the key diver of this change in Marketing:- Important distinction:
      • Web 1.0: The web pre 2000
      • Web 2.0: The current web
    • 7. Web 1.0
      • The web before 2000
    • 8. Web 1.0
      • Back in 1992 view of Web largely derived from academia- JANET
      • Vast interconnected set of reference libraries where all the worlds knowledge could be stored for access by anyone
      • First search engine emerged: 1993 AltaVista
      • Rudimentary browsers emerged :1994 Netscape launched
      • One way interaction, user was passive.
    • 9. Marketeers Built Websites!
      • 1995-2005 the era of website building
      • Boy, did we build websites. Rivalled the growth of railways in the 18 th Century!
      • Web design companies grew like topsy!
      • Some developments in “Outbound” or “Push” Marketing such as electronic newsletters & email spam.
      • A number of different types of websites evolved.
      • Often called the “ field of dreams ” era!
    • 10. “ Field of Dreams” marketing is dead
      • “ Build it and they will come” approach to websites doesn’t work
      • They do not and will not come
      • Often compared to erecting a billboard in a basement
      • Need to find new ways of engaging potential clients with your offerings
      • No engagement = No interest
      • = No business!
    • 11. Needles and Haystacks!
    • 12. What happened?
      • Nothing is wrong with websites
      • Businesses still need them(maybe!)
      • In fact need them more than ever (maybe!)
      • Even individuals need websites now!(maybe)
      • BUT....the ground rules changed dramatically with web 2.0.....
      • Marketing in the post new millennium is very different!
      • The Game Has Changed
    • 13. WEB 2.0
      • The web post 2005
    • 14. Web 2.0
      • c.1995 a new view of the web emerged from users
        • web 2.0
      • Web 2.0 based on interaction:
        • two way interaction, multiple conversations
      • People wanted to participate
        • emergence of and
      • Google developed a commercial business model that worked.
        • Business could now exploit the net!
    • 15. Web 2.0 is here to stay! “ Web 1.0 was where corporations thought the internet was another dandy platform for telling us what they wanted us to know. Web 2.0 was where we showed them that the internet is about us, not them, and that if they want to stay around, they'd better sit back, shut up, and listen. Web 2.0, like Rock and Roll, is here to stay”. -Ray Beckerman http://rays20.blogspot.com/2010/06/traditional-retweet-tr-key-to.html > More of a movement - driven by users  
    • 16. Objectives of marketing haven’t changed!
    • 17.
      • What has Changed is the way we do it!
    • 18. Talk about 3 aspects of DM 2.0
      • Websites
      • Search
      • Social Media
    • 19. 1. Websites
    • 20. Website as a Portal Content rich website Search engine marketing Conventional marketing methods Social networking Online media
    • 21. Or as a hub......
    • 22. The Content Rich Website
      • Content rich website is at the centre of all marketing.
      • Single unified place that brings everything else together.
      • Place you should drive all customer and potential customers to.
      • The content is the most important part of any website. It is not only king but pope and president as well.
      • Most people focus on the technologies and design rather than content - s ingle biggest mistake !
      • A website is the intersection of every marketing initiative: Blogs, Video, Podcasts, Advertising, Newsletters etc (Portal)
      • The good news is that this drives both Search Engine and Social Media marketing strategies
    • 23. Example of a Portal Strategy
    • 24. OK, so you have a great website. How to get customers to visit it! (PPC is the obvious way) 2.Search
    • 25. Search Engines
      • An entry into a search engine is the purest expression of user demand you can find
      • Use users language
      • Must be wanting information (content)
    • 26.  
    • 27. Why Google?
    • 28. The power of
      • People use Google rather than the navigation bar
      • Data:
        • 1 Billion searches per day
        • 90% of search engine traffic
        • Signposts 40% of all worlds web traffic
        • Controls 50% of all world ecommerce transactions
      • Google effectively controls navigating the web
    • 29. Where is coming from?
      • Mission is:
        • “ to index all the worlds data” and,
        • “ to do no evil”
        • ( make shed loads of money)
        • (dominate the web)
      • To achieve this it has developed an index called Page Rank
      • To get noticed on the web you have to understand how this works
    • 30. Page Rank Index
      • Page rank is calculated by an Algorithm:
        • “ reducible and transportation matrices of the Google vector”
      • In Plain English
        • PRI= Visibility * Relevance * Reputation
      • You need to maximise each of these to achieve a high scoring
      • Look at each in turn
    • 31. 1.Visibility
      • If Google cannot see you it cannot classify you!
      • Google does not see what you see it only sees naked HTML!
      • It cannot see: Flash, Javascript, Images, non-HTML navigation
      • Google Visibility should be the key requirement in any website specification
      • This is a technical issue not a designers issue
    • 32. 2.Relevance
      • Attempt to measure usefulness to users of the content
      • It scans page content and deduces keywords
      • It assesses the uniqueness and originality of the content (sometimes called authenticity )
      • Another key is “citations” which is a measure for reputation:-
      • Measured by Links and their trustworthiness
      • It recognises cheats and marks you down!
    • 33. 3.Reputation
      • Measured by visitor traffic numbers and the quality of the visitors.
      • This is driven by the quality and originality of your content and credibility of your links
      • This is further informed by its perceived needs of its clients (searchers)
        • i.e. what are they looking for ( the proxy being google searches).
    • 34. Google Algorithm Changes
      • 1996-1999: On-page keyword usage + meta data
      • 1999 - 2002: +PageRank -meta data
      • 2002 - 2005: + Anchor text + Domain name
      • 2005 - 2009: +Domain authority + Diversity of linking domains + Topic modelling
      • 2010 :+ Social media stream+ Original content -duplicate content
      • 2011: - Content farms (“Panda Update”)
    • 35. Impact of these changes can be dramatic for search traffic!
    • 36. Implications If you want to get found!
      • You need to design your website first and foremost for googles eyes and not human eyes!
      • The content should be unique and relevant (no content scraping)
      • You need to understand the rules and how they are changing!
      • Of course a website should look good and communicate effectively, but if nobody finds it in the first place...
      • (or of course you can invest in PPC)
    • 37. Designing websites for Google- Three key tactics
      • 1. Good Website Content (Copy)
      • 2 . Getting potential customers to your site
      • Search Engine Optimisation –SEO
      • (off page optimisation)
      • 3. Converting finders to buyers
      • Search Engine Marketing-SEM
      • (on page optimisation)
      • Cover each in turn
    • 38. 1.Website Copy
      • The content (copy) is vital and should be compelling, targeted and authentic
      • Copy: short text, graphics simple
      • You should write your website for your customers
      • Buyer -centric messages, use personas to drive messages
      • Multi-media content is compelling- but be careful!
      • Company look feel and tone; Extension of your company branding
      • Communications not advertising
      • Google indexes every page
        • any one could be a landing page. So key messages must be on each page .
      • Testimonials (Self contained page)
        • Quotes from happy customers, pictures great (but don't forget HTML titles), Video clips even better.
      • Integrate Social Media
        • Good social media content and links helps your rankings as well as driving traffic
    • 39. 2. Getting Searchers to Find your Website (SEO)
      • SEO is about reaching highest point in natural rankings
      • SEO is the world of Snake oil salesmen!
      • It is not a “black art” as they would have you believe
      • Its all about understanding the rules !
    • 40. Understand Googles Rules
      • Understand the rules! Google is very open about its rules and how it changes them. See: www.google.co.uk/webmasters
      • Lots of jargon : Keywords,Backlinks,Anchor text etc
      • Single best thing you can do is build great content and address the issues of Visibility, Relevance and Reputation to improve your PRI.
      • Integrate Social Media into your site and create an ecosystem.
      • Generally, unless you think external SEO services can deliver £10k to the bottom line- do it yourself
      • “ Black Hat” techniques.
    • 41. Things to avoid
      • Google cannot navigate around Images but will index titles.
      • Must not use non html navigation (No image buttons!)
      • Google does not index PDF, Flash, Javascript, quicktime or MP3
      • Will not index video generally but will from Utube. But always include a text heading.
      • Don't leave out Site maps they are good for Google to crawl over and find all of the data
      • HTML Generators(: e.g. FrontPage or Dreamweaver)or WYSIWYG tools- fine for quick sites but weak HTML(but watch this space!)
    • 42. 3. Converting Visitors into Customers (SEM)
      •  
      • You have re-written your content, optimised for SEO and got lots of traffic.........
      • On average visitors stay on a web site 6 seconds and bounce rates can very high....
      • SEM is about what you do when they get there! Called Conversion.
      • Building landing pages to generate calls to action .
      • Landing pages terrific tool for guiding people through the buying process. Should be written from the buyers perspective... Personas etc
      •   Navigation must be decisive.( and HTML only) All you want is the desired action.
      • Plot persuasion paths
      • Think about navigation from every page.
      • Define the actions you want them to take (register, download a brochure, buy etc).
      • If people do not do what you want them to then you have failed !
    • 43. Recommended Reading
    • 44. In parallel to the rise of Google in dominating search has been the phenomenal rise of Social Media. 3. Social Media
    • 45. Definition
      • “ Social Media is just the collective name for all the tools people can use to express their views online” ( Meerman Scott).
      • Important to distinguish between:
        • Online Publishing
        • Social Networking
      • Going cover each of these in turn.
    • 46. Online Publishing
    • 47. Online publishing includes:
      • Blogs (weB LOGS)
      • Ezines (Electronic magaZINES)
      • Ebooks (Electonic BOOKS)
      • Newsletters
      • Press or News Releases
      • Vlogs (Video bLOGS)
      • Vodcasts
      • Podcasts (audio broadCASTS)
      • White Papers (academic papers)
      • Wikis
    • 48. BLOGS- Why Blog?
      • Weblogs or blogs are independent journals containing opinions. Corner soapboxes!
      • Hugely popular and hugely influential
      • 1n 2010 there were 150 million blogs (20% Business)
      • Most influential in-bound marketing technique
      • Blogs are regarded as authentic communication
      • Drive buyers to your products and services at precisely the time they wish to buy
      • Search engines love blogs. They index them and rank them highly! (especially regular ones)
      • Journo's love them and use them as a prime source of ideas and content
      • Valuable source of market intelligence to you!
      • Most of the information from this presentation is from Blogs!!
    • 49. Business Blogs
    • 50.  
    • 51. Relevant Blogs
    • 52. Blogs: Starting your own
      • No HTML knowledge required unlike websites
      • Need an URL- can be from your own domain or supplied by a Blog site
      • Need software and a publisher e.g.: ( www.wordpress.org ) ( www.typepad.com )
      • Design a “Masthead”, think up a snappy title and tag line (these are indexed) add an “about” page, add tags, write some content (informative not puff or product stuff)...and your away
      • Key is repurposing or re-use of existing material!
      • Push the send button!!
    • 53.  
    • 54. News Releases (1) What?
      • Buyers now read press releases directly so they are now news releases . Smart marketeers draft them as such.
      • Your audience is everyone who has an internet connection and use a search engine!
      • Search engines love them!
      • Include website and social media URL’s
      • Find good reasons to send news releases on a regular basis (see below)
      • Write directly for your end buyers not journalists. Use keyword rich copy.
    • 55. News Releases(2) Sources of material
    • 56. News releases (3): What next?
      • First and foremost publish on your website
      • Place links to website landing pages in your releases
      • Include social media tags. (Technorati, DIGG and del.icio.us. Etc.) So the release can be found
      • Drive buyers to your products and services at precisely the time they wish to buy
      • Regular news releases tells your customers you are busy, active, expert and a trusted resource
      • Most important benefit is that when it is published it generates an inbound link to your website which pushes you up the search engine rankings
    • 57. News Releases(5) Further Reading
    • 58. Social Networking
      • Modern version of Word of Mouth Marketing(WOMM)
    • 59. Context
      • Jay Baer Quote
    • 60. Current Trends
    • 61. A Taxonomy of Social Networking Sites Instant messaging sites : Messenger, Twitter Social networking: MySpace, Bebo, Facebook Social bookmarking sites : StumbledUpon ,Delicious , Reddit, and Digg ( came across a site with 504 links) Business Networking Sites : Linked-In, Viadeo, Plaxo Xing  
    • 62. Big Five
    • 63. Top 500 Companies
    • 64. Linke
      • My favourite “squeeze”! ( I get about 15 RFI’s per month)
      • Business Networking site: B2B
      • Largest in the world 100 mill members
      • Predates Facebook and Twitter
      • Membership now common in the UK &US for business & professionals
      • If you want to start somewhere this is the place- no HTML!
    • 65. G Personal
      • Keep in touch : Personal Networks
      • Get Jobs : Profile and Searchable CV
      • Get Business and ideas : Join Groups (passive and active),place advertisements
      • Connect to employees/investors/suppliers/ customers
      • Added Value applications :
    • 66. Slideshare Application
    • 67. Boxnet application
    • 68. Linked in (4) Company Pages
      • Company Pages option released in late 2010 and currently in Beta
      • Allows: Company profiles , Product and Service information, customer recommendations, video links, links to websites, and blogs etc.( IMHO: understatedly brilliant )
      • Alternative to a website?
      • Vanity search : Outranks my website on Google!
    • 69. Example of Company Pages
    • 70. Where You’re From
    • 71.
      • Opened in 2006 to non students , now has 200 mill. members, 100 mill. daily visitors. This is big.
      • Closed groups only: Permission based
      • Builds a network of friends, share information etc
      • Designed for social networking and not business but...
      • Facebook bought ‘friend feed’ last year which is a business site
      • Appointment of Sheryl Sandberg from Google signals its intentions as do her drum beats in the marketplace...more later!
      • Introduced major new Advertising functionality during 2010 and business functionality in 2011
      • USP’s are sheer numbers and its demographics means it can target advertising quite precisely
      • It is currently seen as Complex and hard to use (FML but now Iframes) for business users.
    • 72. Business
      • For Businesses is very much a B2C tool
      • Individual accounts only
      • Within an Account can add “Business Pages”
      • Business Pages have “Fans” who elect to sign up
      • Attracting “fans” is one of the big issues
      • Once you have a fan base you can communicate with them and send them offers/ promotions or just get feedback.
      • Very often used for brand building campaigns
      • Lots of companies pushing facebook page design services now !
    • 73. Examples of Facebook Pages
    • 74. Business Pages (2)
    • 75. Facebook content decay
    • 76. Twitter
      • 600 Million users and rising rapidly!
      • No permissions required-Twitter anybody. Different animal from Facebook and LinkedIn!
      • Tweets hit many people at once
      • Limited to 140 chars. So really micro blogs.
      • Good for listening to the market and customers and getting feedback
      • Good for fishing for new customers (send URL!)
      • Tend to use it to point people at things they might find interesting (blogs and press releases for example!)
      • Accept businesses, and can have multiple accounts.
    • 77.  
    • 78. Twitterverse in section
    • 79. Twitter Long term trend or Fad?
    • 80. Twitter Content Decays
    • 81. Is it a business tool yet?
    • 82. Social Media Dashboards: Vital tools in the SM world
      • Yoono
      • Hootsuite
      • Seismic
      • Tweetdeck.
    • 83. Yoono Browser Version
    • 84. Yoono: Desktop
    • 85. Social Media Tools: Tweetdeck
    • 86. They all have mobile versions!
      • iOS
      • Android
      • RIM
      • Windows7
    • 87. Developing A social Media Strategy for your Business
    • 88. 1.General Principles
      • Experiment with them all! They are free and easy to use!
      • Everyone in Business should have a personal Linked In profile at the very least
      • Decide which one(s) you want to use- if any!
      • Develop an implementation plan- just like any other marketing initiative.
      • Allocate resources. They are free to use but have significant resource costs.
      • Integrate the activities into your normal work pattern. Be consistent.
      • Monitor and measure success
    • 89. Example of Business Social Networking Strategy
    • 90. Example of a Linked In Strategy
    • 91. Example of a Facebook Strategy
    • 92. Example of a Twitter Strategy
    • 93. What will shape the future for Digital Marketing? The future?
    • 94. Three key Battlegrounds where it will be fought out!
      • Google versus Facebook “Punch Out”
      • Social Media versus Websites for Business
      • Dotcom 2.0 ?
    • 95. 1.Google v Facebook
    • 96. At stake is nothing less than the future of advertising on the internet. Google is still the undisputed champion of the field, serving up the vast majority of search advertising and hauling in $23.5bn last year. But Facebook is hot on its tail. Just six years old, Faceboook is expected to make between $1bn and $2bn this year, thanks to its vast user base and its highly targeted ads. Financial Times October 2010
    • 97. Facebook business strategy     It's a really simple answer, which is that our business is advertising. We're not waiting to find our business. We found it, and it's actually working very well. Marketers all over the world have to sell products and services, and they have to generate demand for those services. They do that typically where people are spending their time.   Sheryl Sandberg COO   Pasted from < http://www.businessweek.com/technology/content/apr2009/tc2009048_429871.htm >
    • 98. The battleground.
    • 99. 2. Websites versus Social Media
      • Social Netties View
      • Webbies View
    • 100. Social Netties
      • Linked In
      • Facebook (UK MD)
      • &quot;Over the next year the trend is set to continue, and I predict that by the end of 2011, a company page on LinkedIn will be as important as a website.”
      • Source: Heather Baker MD B2B PR, 19.11.10
      • “ A day might be coming when the power of Facebook means that major companies no longer bother with their own Web sites.”
      • “ To bolster his argument, Haines showed statistics comparing how many times Facebook users have clicked a company's &quot;like&quot; button with how many times per month people visited that company's Web site. For Starbucks, a top Facebook advertiser, the ratio was 21.1 million likes to 1.8 million site visitors. For Coca-Cola, it's 20.5 million compared with 270,000; for Oreo, 10.1 million compared with 290,000; and for Dr. Pepper, it's 4.1 million compared with 325,000”.
    • 101. Webbies View
      • WYSIWYG tools/CMS will make website creation and maintenance as easy as using Word!
      • Greater flexibilty of websites means that individual businesses needs can be met
      • eCommerce not possible on Social Networks
      • Whole industry including Microsoft & Google behind it!
      • Proven Commercial Model (PPC and Banners)
    • 102. 3.Dotcom 2.0! Company Users (mill) Market Cap($bill) Value/User ($) Value Driver IPO? Linked In 100 2.7 27,000 Recruitment/Advertising March 2011 Facebook 200 65.0 325,000 Search/Advertising Stated 2012 Twitter 600 7.7 12,800 Advertising? ? Trade sale? Google Huge war chest ($25 bill ) $6 bill offer for Groupon Committed to get into social Amazon 20% share in Living Social Major Cloud player Others 100+ other significant players including: Zenga, FourSquare etc

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