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Reducing costs of marketing, communication and training June 2010
Who ? is this guy
<ul><li>Queensland’s largest corporate communication firm </li></ul><ul><li>More than 80 professional communicators </li><...
Today’s agenda Reducing costs of marketing, communication and training 1. Marketing 101 – Do I need to move online? 2. Set...
 
1. Marketing 101
Why market and communicate (online)? Reducing costs of marketing, communication and training
The digital landscape Reducing costs of marketing, communication and training <ul><li>In 2008, 14.3% of Australian enterpr...
Reducing costs of marketing, communication and training <ul><ul><li>Even the ball bearing industry has a place online </li...
Reducing costs of marketing, communication and training <ul><ul><li>Even the ball bearing industry has a place online </li...
Deloittes – case study Reducing costs of marketing, communication and training
Deloittes – case study Reducing costs of marketing, communication and training
Deloittes – case study Reducing costs of marketing, communication and training
Why has ‘digital’ exploded?  <ul><li>Proliferation of high speed  internet access and digital hardware </li></ul><ul><li>D...
Communication landscape Reducing costs of marketing, communication and training <ul><li>Adverts are everywhere. On average...
what  does  that mean for  us ?
Reducing costs of marketing, communication and training 13 hours  of video are uploaded to YouTube  every   minute
Reducing costs of marketing, communication and training <ul><ul><li>There are more than  145 million  blogs  in the world ...
Reducing costs of marketing, communication and training <ul><li>facebook  </li></ul><ul><li>More than 400 million active u...
Reducing costs of marketing, communication and training <ul><ul><li>Every single second of every single day , Twitter’s 5 ...
Reducing costs of marketing, communication and training The Australian online marketplace
Reducing costs of marketing, communication and training The Australian online marketplace <ul><li>12 million digital media...
Reducing costs of marketing, communication and training Your local media online
The National Broadband Network Reducing costs of marketing, communication and training “ The digital economy has the poten...
What is the advantage for SMEs? Reducing costs of marketing, communication and training
What’s the common link? Reducing costs of marketing, communication and training
Reducing costs of marketing, communication and training <ul><ul><li>Greystone Bar: Brisbane, Australia </li></ul></ul><ul>...
Reducing costs of marketing, communication and training
Reducing costs of marketing, communication and training <ul><ul><li>Market Research:  Wine Library </li></ul></ul><ul><ul>...
When Web 2.0 bites Reducing costs of marketing, communication and training
2. Setting up for online success
Digital marketing options Reducing costs of marketing, communication and training
<ul><li>Market research </li></ul><ul><li>Website </li></ul><ul><li>Company blog / wiki </li></ul><ul><li>Social media </l...
Non-negotiables for online marketing and ‘nice-to-haves’ Reducing costs of marketing, communication and training
<ul><li>Internet provision </li></ul><ul><li>Internet-enabled device </li></ul><ul><li>Email account(s) </li></ul><ul><li>...
Five step process  Reducing costs of marketing, communication and training Step Action Provider Avg. Cost Consider… 1 Inte...
<ul><li>Market research </li></ul><ul><li>Website </li></ul><ul><li>Company blog / wiki </li></ul><ul><li>Social media </l...
<ul><li>Google Alerts </li></ul><ul><li>Wotnews </li></ul><ul><li>Dialogix </li></ul><ul><li>Buzz Numbers </li></ul><ul><l...
<ul><li>“ The reason why so many companies are disappointed with their website’s performance is that they have failed to m...
<ul><li>Do you need a  Website … </li></ul>Reducing costs of marketing, communication and training
<ul><li>or a  Web presence ? </li></ul>Reducing costs of marketing, communication and training
<ul><li>24/7 shop window </li></ul><ul><li>Houses company information </li></ul><ul><li>Does it engage stakeholders? </li>...
What if you could have an engaging web presence for free* Reducing costs of marketing, communication and training
Consider taking a leaf out of these guys’ book Reducing costs of marketing, communication and training
Reducing costs of marketing, communication and training
Reducing costs of marketing, communication and training
<ul><li>Imbed rich media with third party sites </li></ul><ul><li>Consider what you really need on your ‘corporate’ site <...
<ul><li>Free </li></ul><ul><li>Professional  </li></ul><ul><li>Interactive </li></ul><ul><li>Still a ‘shop front’ </li></u...
<ul><li>Open and honest </li></ul><ul><li>Build trust </li></ul><ul><li>Relationship building </li></ul><ul><li>Position y...
<ul><li>Google  Adwords </li></ul><ul><li>“ No matter what your budget, you can display your ads on Google and our adverti...
<ul><li>Cost effective </li></ul><ul><li>Streamline sales and customer lead generation </li></ul><ul><li>Opportunity for m...
Email marketing Reducing costs of marketing, communication and training
<ul><li>Don’t spam </li></ul><ul><li>Offer incentive </li></ul><ul><li>Consider browser limitations </li></ul><ul><li>Offe...
3. Teaching yourself new tricks
If you can become an Ordained Minister online… Reducing costs of marketing, communication and training
<ul><li>First port of call… </li></ul>Online training Reducing costs of marketing, communication and training <ul><li>Seco...
Google is the #1 website in Australia <ul><li>Marketing tools galore </li></ul><ul><li>Free ‘how to’ videos </li></ul>Redu...
<ul><li>Adwords </li></ul><ul><li>Alerts </li></ul><ul><li>Analytics </li></ul><ul><li>Base / Merchant centre </li></ul><u...
<ul><li>The internet is a public source of information </li></ul><ul><li>Review online marketing sources and forums </li><...
<ul><ul><li>http://www.twitter.com/rowland_au </li></ul></ul><ul><ul><li>http://www.rowland.com.au/viewpoint </li></ul></u...
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projectgrow

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  • Transcript of "projectgrow"

    1. 1. Reducing costs of marketing, communication and training June 2010
    2. 2. Who ? is this guy
    3. 3. <ul><li>Queensland’s largest corporate communication firm </li></ul><ul><li>More than 80 professional communicators </li></ul><ul><li>Specialist team in Digital communication </li></ul><ul><li>Backgrounds in development, design, integrated marketing and PR </li></ul><ul><li>Affiliated with the world’s largest communication firm </li></ul>About your facilitator Reducing costs of marketing, communication and training
    4. 4. Today’s agenda Reducing costs of marketing, communication and training 1. Marketing 101 – Do I need to move online? 2. Setting up for online success 3. Teaching yourself new tricks
    5. 6. 1. Marketing 101
    6. 7. Why market and communicate (online)? Reducing costs of marketing, communication and training
    7. 8. The digital landscape Reducing costs of marketing, communication and training <ul><li>In 2008, 14.3% of Australian enterprise expenditure was related to Digital Services. In dollar terms this equates to an Australian Digital Services Industry of $17.9 Billion </li></ul><ul><li>––––––––––––––––––––––––––––––––––––––––––––––––––––––– </li></ul><ul><li>By the end of 2009, enterprises and agencies in Australia engaged with 40% of their customers through Digital Services </li></ul><ul><li>––––––––––––––––––––––––––––––––––––––––––––––––––––––– </li></ul><ul><li>At the same time, 25% of total customer expenditure involved Digital Services in one way or another </li></ul>
    8. 9. Reducing costs of marketing, communication and training <ul><ul><li>Even the ball bearing industry has a place online </li></ul></ul>
    9. 10. Reducing costs of marketing, communication and training <ul><ul><li>Even the ball bearing industry has a place online </li></ul></ul><ul><li>Ball Bearing blog </li></ul><ul><li>Facebook pages </li></ul><ul><li>Twitter </li></ul><ul><li>Wider industry media using online </li></ul>
    10. 11. Deloittes – case study Reducing costs of marketing, communication and training
    11. 12. Deloittes – case study Reducing costs of marketing, communication and training
    12. 13. Deloittes – case study Reducing costs of marketing, communication and training
    13. 14. Why has ‘digital’ exploded? <ul><li>Proliferation of high speed internet access and digital hardware </li></ul><ul><li>Dispersed workforces and audiences </li></ul><ul><li>Knock on-effect from mass consumer take-up </li></ul><ul><li>Time and cost efficiencies </li></ul>Reducing costs of marketing, communication and training
    14. 15. Communication landscape Reducing costs of marketing, communication and training <ul><li>Adverts are everywhere. On average, people see and hear between 1,000 and 3,000 a day </li></ul><ul><li>14% of people trust ads while 78% of people trust peer recommendations </li></ul><ul><li>Digital communication has allowed conversations to spread at light speed around the globe and be heard by millions within minutes * </li></ul><ul><ul><li>* (Source: Neilsen Global Trust In Advertising Survey, 2007) </li></ul></ul>
    15. 16. what does that mean for us ?
    16. 17. Reducing costs of marketing, communication and training 13 hours of video are uploaded to YouTube every minute
    17. 18. Reducing costs of marketing, communication and training <ul><ul><li>There are more than 145 million blogs in the world (Source: Technorati) </li></ul></ul>
    18. 19. Reducing costs of marketing, communication and training <ul><li>facebook </li></ul><ul><li>More than 400 million active users </li></ul><ul><li>The fastest growing demographic is those 35 years and older </li></ul><ul><li>More than 45 million user groups </li></ul><ul><li>More than 100 million users access Facebook through their mobile devices </li></ul><ul><li>(Source: http://www.facebook.com/press/info.php?statistics) </li></ul>
    19. 20. Reducing costs of marketing, communication and training <ul><ul><li>Every single second of every single day , Twitter’s 5 million users mention brands they LOVE and HATE . </li></ul></ul><ul><ul><li>AND Twitter is growing at a rate of 1382% per year (Source: Twitter Search, Forrester Research) </li></ul></ul>
    20. 21. Reducing costs of marketing, communication and training The Australian online marketplace
    21. 22. Reducing costs of marketing, communication and training The Australian online marketplace <ul><li>12 million digital media users </li></ul><ul><li>Spend just under 1.5 hours per day online </li></ul><ul><li>Total page views of 15 billion per month (30 billion minutes) </li></ul><ul><li>Demographics: </li></ul><ul><ul><li>2-17yrs 21% </li></ul></ul><ul><ul><li>18-34 yrs 25% </li></ul></ul><ul><ul><li>35–49 yrs 26% </li></ul></ul><ul><ul><li>50+ 28% </li></ul></ul><ul><li>European nations record the highest percentage of 18-34 yr usage </li></ul><ul><li>Australia records the fourth highest percentage of 50+ users in the world after US, UK and Switzerland </li></ul>
    22. 23. Reducing costs of marketing, communication and training Your local media online
    23. 24. The National Broadband Network Reducing costs of marketing, communication and training “ The digital economy has the potential to transform every aspect of our lives including business, health, education and government services.” <ul><li>Created in August 2009 </li></ul><ul><li>NBN will connect 90% of Australian premises with fibre-based services </li></ul><ul><li>10% connected with next generation wireless and satellite technologies </li></ul><ul><li>100 Megabits per second </li></ul>
    24. 25. What is the advantage for SMEs? Reducing costs of marketing, communication and training
    25. 26. What’s the common link? Reducing costs of marketing, communication and training
    26. 27. Reducing costs of marketing, communication and training <ul><ul><li>Greystone Bar: Brisbane, Australia </li></ul></ul><ul><ul><li>The bar is next to a major entertainment venue and staff monitor Twitter and respond to people attending events with helpful special offers and advice: </li></ul></ul><ul><ul><li>“ Anyone going to see Dylan Moran at QPAC tonight should definitely pop in for a pre or post show drink.... 4:57 PM May 18 th ” </li></ul></ul><ul><ul><li>“ QLD teachers striking around South Bank today could be some disruptions to traffic in case you're round the area. 11:25 AM May 19 th ” </li></ul></ul>
    27. 28. Reducing costs of marketing, communication and training
    28. 29. Reducing costs of marketing, communication and training <ul><ul><li>Market Research: Wine Library </li></ul></ul><ul><ul><li>Son of Russian Immigrants starts reading blogs and forums to find out what wines people want to know about. </li></ul></ul><ul><ul><li>Answers common questions, tells people to check out his site. </li></ul></ul><ul><ul><li>Turns small New York bottle shop into the world’s biggest online wine store with a $48 million a year turnover . </li></ul></ul>
    29. 30. When Web 2.0 bites Reducing costs of marketing, communication and training
    30. 31. 2. Setting up for online success
    31. 32. Digital marketing options Reducing costs of marketing, communication and training
    32. 33. <ul><li>Market research </li></ul><ul><li>Website </li></ul><ul><li>Company blog / wiki </li></ul><ul><li>Social media </li></ul><ul><li>Vod and podcasting </li></ul><ul><li>Participation in third party forums </li></ul><ul><li>Web conferencing </li></ul><ul><li>Banner advertising </li></ul><ul><li>Adwords / Facebook Ads </li></ul><ul><li>Crowdsourcing software </li></ul><ul><li>Email marketing </li></ul><ul><li>SMS / MMS </li></ul><ul><li>RSS </li></ul>Online marketing options Reducing costs of marketing, communication and training
    33. 34. Non-negotiables for online marketing and ‘nice-to-haves’ Reducing costs of marketing, communication and training
    34. 35. <ul><li>Internet provision </li></ul><ul><li>Internet-enabled device </li></ul><ul><li>Email account(s) </li></ul><ul><li>Domain registration </li></ul><ul><li>Basic software </li></ul>Non-negotiables for online marketing Reducing costs of marketing, communication and training
    35. 36. Five step process Reducing costs of marketing, communication and training Step Action Provider Avg. Cost Consider… 1 Internet connection iinet, Telsta, Vodafone, Optus >$50 a month for 50GB <ul><li>Combining telephone and internet packages </li></ul><ul><li>Data limits and broadband coverage </li></ul><ul><li>Additional networking costs </li></ul>2 Register domain name Netregistry, Whois $45 for 2yrs Shop around for registration and hosting packages 3 Web hosting Intellica.com.au Dreamtilt.com.au >$300 per year Bandwidth allowance 4 Email marketing software Vision6, mailout >$30 per month and approx. 3c per message Don’t be afraid to lose people from your database 5 Monitor online conversations Wotnews, Google Alerts, Twitter, Dialogix, Buzz numbers Free Fundamental marketing practice to understand where your audience is
    36. 37. <ul><li>Market research </li></ul><ul><li>Website </li></ul><ul><li>Company blog / wiki </li></ul><ul><li>Social media </li></ul><ul><li>Vod and podcasting </li></ul><ul><li>Participation in third party forums </li></ul><ul><li>Web conferencing </li></ul><ul><li>Banner advertising </li></ul><ul><li>Adwords / Facebook Ads </li></ul><ul><li>Crowdsourcing software </li></ul><ul><li>Email marketing </li></ul><ul><li>SMS / MMS </li></ul><ul><li>RSS </li></ul>Online marketing options Reducing costs of marketing, communication and training
    37. 38. <ul><li>Google Alerts </li></ul><ul><li>Wotnews </li></ul><ul><li>Dialogix </li></ul><ul><li>Buzz Numbers </li></ul><ul><li>Google Analytics </li></ul><ul><li>Surveymonkey </li></ul>Market research….for free Reducing costs of marketing, communication and training
    38. 39. <ul><li>“ The reason why so many companies are disappointed with their website’s performance is that they have failed to maximise their potential” </li></ul>Website Reducing costs of marketing, communication and training Do small firms really need a website? – bbc.co.uk, November 2007
    39. 40. <ul><li>Do you need a Website … </li></ul>Reducing costs of marketing, communication and training
    40. 41. <ul><li>or a Web presence ? </li></ul>Reducing costs of marketing, communication and training
    41. 42. <ul><li>24/7 shop window </li></ul><ul><li>Houses company information </li></ul><ul><li>Does it engage stakeholders? </li></ul>What’s a website for? Reducing costs of marketing, communication and training
    42. 43. What if you could have an engaging web presence for free* Reducing costs of marketing, communication and training
    43. 44. Consider taking a leaf out of these guys’ book Reducing costs of marketing, communication and training
    44. 45. Reducing costs of marketing, communication and training
    45. 46. Reducing costs of marketing, communication and training
    46. 47. <ul><li>Imbed rich media with third party sites </li></ul><ul><li>Consider what you really need on your ‘corporate’ site </li></ul><ul><li>Consider your content – keywords and Web 3.0 coding </li></ul><ul><li>Third party software to house ecommerce functionality </li></ul><ul><li>Ensure you have a content management system in place </li></ul><ul><li>Imbed Google Analytics </li></ul><ul><li>Ask your developer about security patches and updates </li></ul>Developing a traditional website… from a cost perspective Reducing costs of marketing, communication and training
    47. 48. <ul><li>Free </li></ul><ul><li>Professional </li></ul><ul><li>Interactive </li></ul><ul><li>Still a ‘shop front’ </li></ul><ul><li>Free directory listings </li></ul><ul><li>Free ‘advertising’ </li></ul><ul><li>Consider blogger.com or </li></ul><ul><li>wordpress.com </li></ul>Blogging Reducing costs of marketing, communication and training
    48. 49. <ul><li>Open and honest </li></ul><ul><li>Build trust </li></ul><ul><li>Relationship building </li></ul><ul><li>Position yourself as an expert </li></ul><ul><li>Consider industry specific forums such as Tripadvisor </li></ul>Third party forums Reducing costs of marketing, communication and training
    49. 50. <ul><li>Google Adwords </li></ul><ul><li>“ No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads.” </li></ul><ul><li>Facebook Ads </li></ul><ul><li>Reach your exact audience and connect real customers to your businessReach your exact audience and connect real customers to your business </li></ul><ul><li>Banner Ads </li></ul><ul><li>Leverage the web traffic from established sites </li></ul>Adwords / Facebook / Banner Ads Reducing costs of marketing, communication and training
    50. 51. <ul><li>Cost effective </li></ul><ul><li>Streamline sales and customer lead generation </li></ul><ul><li>Opportunity for market research </li></ul><ul><li>Refines ‘usable’ database </li></ul><ul><li>Measure interest </li></ul><ul><li>Integrate offline and online marketing activities </li></ul><ul><li>‘ Green’ option </li></ul>Email marketing Reducing costs of marketing, communication and training
    51. 52. Email marketing Reducing costs of marketing, communication and training
    52. 53. <ul><li>Don’t spam </li></ul><ul><li>Offer incentive </li></ul><ul><li>Consider browser limitations </li></ul><ul><li>Offer html option </li></ul><ul><li>I’ll let the experts tell you more… </li></ul>Email marketing Reducing costs of marketing, communication and training
    53. 54. 3. Teaching yourself new tricks
    54. 55. If you can become an Ordained Minister online… Reducing costs of marketing, communication and training
    55. 56. <ul><li>First port of call… </li></ul>Online training Reducing costs of marketing, communication and training <ul><li>Second port of call… </li></ul>
    56. 57. Google is the #1 website in Australia <ul><li>Marketing tools galore </li></ul><ul><li>Free ‘how to’ videos </li></ul>Reducing costs of marketing, communication and training
    57. 58. <ul><li>Adwords </li></ul><ul><li>Alerts </li></ul><ul><li>Analytics </li></ul><ul><li>Base / Merchant centre </li></ul><ul><li>Checkout </li></ul><ul><li>Places </li></ul><ul><li>Sidewiki </li></ul>Reducing costs of marketing, communication and training
    58. 59. <ul><li>The internet is a public source of information </li></ul><ul><li>Review online marketing sources and forums </li></ul><ul><ul><li>http://mumbrella.com.au/ </li></ul></ul><ul><ul><li>http://www.bandt.com.au/ </li></ul></ul><ul><ul><li>http://forums.whirlpool.net.au </li></ul></ul><ul><ul><li>http://www.wikihow.com/ </li></ul></ul><ul><li>Marketing webinars and event organisers </li></ul><ul><ul><li>Hubspot </li></ul></ul><ul><ul><li>http://freemarketingwebinars.wordpress.com/ </li></ul></ul>Learn by example Reducing costs of marketing, communication and training
    59. 60. <ul><ul><li>http://www.twitter.com/rowland_au </li></ul></ul><ul><ul><li>http://www.rowland.com.au/viewpoint </li></ul></ul><ul><ul><li>http://www.facebook.com/pages/Rowland/374466726225?ref=ts </li></ul></ul>Questions? Reducing costs of marketing, communication and training
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