Practical Guide to Marketing Effectively on the Web - 24th-25thMay2010

Practical Guide to Marketing Effectively on the Web 24th May – 25th May 2010 Practical Guide to Market Effectively on the Web 1 Abdul Razak Ahmad Email: razak@nef.org.my

and there was Razak… Survivor of the Dotcom bust Previous Employers Intaha Motorola, Aims Consulting, FortusGen, Team Technology, OICnetworks, Skali, Software MIMOS Engineering, Skali, Cicak Serial Entrepreneur – more Clientele than 3 startups & counting OIC, National Library (IIDL), Petronas Business advisor & mentor Galeri, Petronas Dagangan More than10 years of ICT (MyMesra), Proton consultancy Edar, Terengganu State – E-Learning Government (Taman – Business Process Reengineering Ilmu), Bank Negara – Software Development (MIFC), KBS, Negeri Sembilan – Online/Interactive Marketing Tourism… Contact me at: razak@nef.org.my semtechguy@skype Practical Guide to Market Effectively on the Web Facebook/abd.razak.ahmad 2 ajakq8@twitter Abdul Razak Ahmad Email: razak@nef.org.my

Workshop Objectives Appreciation of the internet market potential Methodology of developing effective online marketing plan Benchmark (via case studies) and best practises Hands on application Trainer’s facilitation and good old advice on solving marketing problems and issues Practical Guide to Market Effectively on the Web 3 Abdul Razak Ahmad Email: razak@nef.org.my

Workshop Program Day One Day Two 1. Overview of the Internet 1. Review of Day 1 material Market 2. Using free tools to 2. Online Marketing market your product & Planning services 3. Online Marketing 3. Q&A Techniques 4. Case studies 5. Q&A Practical Guide to Market Effectively on the Web 4 Abdul Razak Ahmad Email: razak@nef.org.my

Chapter One: Overview of the Internet Market DAY ONE TOPICS The World & Malaysia Internet Market The Power of Social Media The Long Tail Phenomena Practical Guide to Market Effectively on the Web 5 Abdul Razak Ahmad Email: razak@nef.org.my

Pop Quiz The most popular tweeter is… Facebook is a… Obama Photography site Ashton Kutcher Social Network site Awie Auction site The most popular US President Podcasting is typically… on Facebook is… Audio George Bush Junior Audio & Video Obama Images Clinton Ning refers to… The biggest internet market in Ning Baizura the world is… Build your own social network site United States A special drink China India Practical Guide to Market Effectively on the Web 6 Abdul Razak Ahmad Email: razak@nef.org.my

Cool Online Campaigns MoveOn.org viral video Ford Fiesta Movement http://www.fordvehicles.com/fiestamovement/ iPhone Blender (BlendTec ) You Tube Video http://www.youtube.com/watch?v=qg1ckCkm8YI Nintendo You Tube video www.youtube.com/wariolandshakeit2008 Panasonic 8xlife on Facebook www.facebook.com/8xlife Practical Guide to Market Effectively on the Web 7 Abdul Razak Ahmad Email: razak@nef.org.my

“The Management process responsible for Identifying, Anticipating & Satisfying Customer Requirements Profitably” Source: Chartered Institute of Marketing 8 Practical Guide to Market Effectively on the Web Abdul Razak Ahmad Email: razak@nef.org.my

The World Internet Market Overview Total World Internet population is at 1.7 Billion, 24.7% penetration Asia accounts for more than 704 million internet users, 18.5% penetration. China’s internet population alone is around 360 million – 26.9% Indonesia accounts for 30 million internet users, 12.5% penetration Europe accounts for 402 million internet users, 50.1% penetration 67% of internet visitors uses social network and blogs. 3 out of every 10 internet visitors go to Facebook. Social media accounts for 10% of Internet time Source: Internetworldstats 9 Practical Guide to Market Effectively on the Web Abdul Razak Ahmad Email: razak@nef.org.my

Practical Guide to Market Effectively on the Web Abdul 10 Razak Ahmad Email: razak@nef.org.my

The Malaysian Internet Market: Who’s Online? Cellular penetration – 96.8% Internet users @ 15.9 million (57%), Broadband penetration @ 21.1% Age groups Below 15 – 6.8% 6.80% Below 15 15 – 19 – 17.9% 15.50% 15 - 19 17.90% 20 – 24 – 15.7% 9.30% 20 - 24 25 – 29 – 11.9% 11.20% 15.70% 25 - 29 30 – 34 – 11.7% 11.70% 30 - 34 11.90% 35 – 39 – 11.2% 35 - 39 40 - 44 40 – 44 – 9.3% Above 44 51.9% Male, 48.1% Female 53.7% Single, 46.0% Married Employed 43%, Self-Employed 6%, Students 31.9%, Unemployed 13.6% 11 Practical Guide to Market Effectively on the Web Abdul Razak Ahmad Email: razak@nef.org.my Source: MCMC Report

The Malaysian Internet Market: Who’s Online? 35.1% of the users have university degrees, 31.5% with secondary education while 30.9% only have diploma Most internet users make between RM1k to RM3 (46.1%). Another 27.5% make between RM3k to RM5k The two main reasons that users went online were to get information (94.4%) and to communicate (84.7%). This was followed by educational purposes (64.5 percent) and leisure purposes (63.5%) Only 31.8% do Internet banking while 29.2% access public service website with only 19.8% doing e-government transactions. The average home user spends 12 hours of internet per week; 23.2% spend between 4 to 8 hours and 19.3% between 8 to 15 hours Practical Guide to Market Effectively on the Web 12 Abdul Razak Ahmad Email: Source: MCMC Report razak@nef.org.my

What Malaysian’s Typically Do Online? Teenagers Social Networking (Facebook, MySpace. Friendster, Tickle) Chatting/ Forum (Community) Blogging (MySpace, Blogspot) Gaming (Yahoo Games) College Kids Social Networking (Friendster, Tickle, Twitter, Facebook) Gaming (RPG Games) Blogging (MySpace, Blogspot) Research P*#& Working adults News Research Online purchase (airline tickets, books) P*#& Practical Guide to Market Effectively on the 13 Web Abdul Razak Ahmad Email: razak@nef.org.my

The Power of Social Media Check out the “Socialnomics…” video Practical Guide to Market Effectively on the Web 14 Abdul Razak Ahmad Email: razak@nef.org.my

15 Practical Guide to Market Effectively on the Web Abdul Razak Ahmad Email: razak@nef.org.my

Why bother with Social Media? 16 Practical Guide to Market Effectively on the Web Abdul Razak Ahmad Email: razak@nef.org.my

“IN 2010, IF YOU’RE NOT ON A SOCIAL NETWORKING SITE, YOU’RE NOT ON THE INTERNET.” 17 Practical Guide to Market Effectively on the Web Abdul Razak Ahmad Email: razak@nef.org.my

The old communication 32% OF PEOPLE TRUST model was a MONOLOGUE. BLOGGERS’ OPINIONS ON PRODUCTS AND SERVICES ONLY 14% OF PEOPLE TRUST ADVERTISING 78% OF PEOPLE TRUST THE RECOMMENDATIONS OF OTHER CONSUMERS. 1 Practical Guide to Market Effectively on the Web 8 Abdul Razak Ahmad Email: razak@nef.org.my

Practical Guide to Market Effectively on the Web 19 Abdul Razak Ahmad Email: razak@nef.org.my

LinkedIn >60 MILLION FACEBOOK 400 MILLION MYSPACE >220 MILLION TWEETER >70 MILLION 2 Practical Guide to Market Effectively on the Web Abdul 0 Razak Ahmad Email: razak@nef.org.my

Profile of Popular Social Media Sites Facebook Myspace More than 400 million members More than 220 million members 50% of our active users log on to 85% above 18 yrs old Facebook in any given day 40% who are online are on Average user has 130 friends Myspace People spend over 500 billion Linked In minutes per month on Facebook More than 60 million members More than 25 billion pieces of across 150 industries content (web links, news 41 yrs old with average household stories, blog posts, notes, photo income of USD109.7k albums, etc.) shared each month. 64% male, 80.9% are college more than 100 million active users graduates currently accessing Facebook through their mobile devices. 7.8% chairperson, 6.5% Executive/SVP, 16% Senior Management and 18% middle management 50% are decision makers Practical Guide to Market Effectively on the Web 21 Abdul Razak Ahmad Email: razak@nef.org.my

The Long Tail Economy The Long Tail or long tail refers to the statistical property that a larger share of population rests within the tail of a probability distribution than observed under a 'normal' or Gaussian distribution. This has gained popularity in recent times as a retailing concept describing the niche strategy of selling a large number of unique items in relatively small quantities – usually in addition to selling fewer popular items in large New Market quantities 22 Practical Guide to Market Effectively on the Web Abdul Razak Ahmad Email: razak@nef.org.my

Examples of Long Tail Business iTunes ($.99 per song) Netflix (Inventory of unpopular movies) Amazon (Anything you need) Google Adwords (Anyone can advertise) You Tube Practical Guide to Market Effectively on the Web 23 Abdul Razak Ahmad Email: razak@nef.org.my

Chapter Two: Online Marketing Communications DAY ONE TOPICS Applying the 4Ps on the Internet Online Marketing Techniques Practical Guide to Market Effectively on the Web 24 Abdul Razak Ahmad Email: razak@nef.org.my

The Marketing 4Ps The web will influence how you price your product because You can the internet to gauge people will compare prices! whether people who be interested in your product via forum, blog etc. Personalized communication and You can now reduce your cost of promotion will improve your distribution using the internet. service delivery! The more digital it is theMarket Effectively on the Web 25 Practical Guide to better! Abdul Razak Ahmad Email: razak@nef.org.my

Chapter Three: Online Marketing Planning DAY ONE TOPICS Online Marketing Plan Components Measuring results via Google Analytics Practical Guide to Market Effectively on the Web 26 Abdul Razak Ahmad Email: razak@nef.org.my

Online Marketing Plan Components Market Research Online Marketing Objectives Online Brand Plan Marcom Activities (Tactical) Budget & Resources Effective Measures Practical Guide to Market Effectively on the Web Abdul 27 Razak Ahmad Email: razak@nef.org.my

Components of IM Plan Conduct market research Seek to understand who your customers are? Who’s Your Target audience/customers? Value your customers What drives them to you? Collect information via online surveys and focus group Use survey monkey, its free Practical Guide to Market Effectively on the Web 28 Abdul Razak Ahmad Email: razak@nef.org.my

Components of IM Plan Establish your internet (integrated) marketing objectives What goals will you attempt to achieve? Customer acquisition or retention How does it align to the corporate marketing objectives? Internet as a supporting or primary marketing medium Define appropriate measures so that you know if your meeting the objectives Business measures vs. marketing effectiveness measures Practical Guide to Market Effectively on the Web 29 Abdul Razak Ahmad Email: razak@nef.org.my

Components of IM Plan Establish an online branding plan What will you promise your customers? Brand promise translated online How do you what to be perceived by your customers? Brand Form What kind on experience will my customers have? Brand character How will we deliver the brand experience? Brand delivery Practical Guide to Market Effectively on the Web 30 Abdul Razak Ahmad Email: razak@nef.org.my

Components of IM Plan Define your marketing communications and activities What, how and how frequent do I communicate with my valuable customers? On-the-Website communication, email communication What type of internet marketing activities will help me to achieve my marketing objectives? Contest, Product microsite, viral campaigns Practical Guide to Market Effectively on the Web 31 Abdul Razak Ahmad Email: razak@nef.org.my

Components of IM Plan Establish a dedicated team and budget Who does what and who owns what? How much budget do I need to handle the communications and Internet marketing activities? Practical Guide to Market Effectively on the Web 32 Abdul Razak Ahmad Email: razak@nef.org.my

Components of IM Plan Monitor your measures Are you on track? Conduct post-mortem Put up recommendations for improvements Share findings with internal business team Practical Guide to Market Effectively on the Web 33 Abdul Razak Ahmad Email: razak@nef.org.my

Avoiding Common Pitfalls Approaching the IM plan without strategic input and worse not integrated Implementing the IM plan in a silo Negative online experience due to poor brand delivery Loose and vague measurements Insufficient or non-dedicated resources Overspending on marketing campaigns with little returns Practical Guide to Market Effectively on the Web 34 Abdul Razak Ahmad Email: razak@nef.org.my

Target Market Value Proposition Marketing Objectives G-O-A-L-S Campaign Campaign Campaign B R B R B R Measures Measures Measures ARA Marketing Planning Framework Practical Guide to Market Effectively on the Web Abdul 35 Razak Ahmad Email: razak@nef.org.my

Planning Elements Descriptions Target Audience 1. 2. 3. Value Proposition A. B. C. Marketing Objectives 1. 2. Campaigns Mechanism: Target & Measures: Mechanism: Target &Measures: Practical Guide to Market Effectively on the Web Abdul 36 Razak Ahmad Email: razak@nef.org.my

Are your goals measurable! Practical Guide to Market Effectively on the Web 37 Abdul Razak Ahmad Email: razak@nef.org.my

Online Marketing Techniques Online Classifieds Email Strategic Marketing Partnership Banner Keyword Advertising Customers Sponsorship Search Viral Engine Marketing Blog Marketing 3 Practical Guide to Market Effectively on the Web 8 Abdul Razak Ahmad Email: razak@nef.org.my

Banner Advertising The good news is: Your banner ad can be targeted to specific audiences. Banner ads are slightly better than text adverts because it can also carry your brand and image The bad news is: Banner advertising –declining click-through rates but good at creating brand awareness. Industry banner click through rate at between 0.5% to 0.8% You can also try: Content sponsorship – E.g. IBM sponsors an online business articles Practical Guide to Market Effectively on the Web 39 Abdul Razak Ahmad Email: razak@nef.org.my

4 Practical Guide to Market Effectively on the Web 0 Abdul Razak Ahmad Email: razak@nef.org.my

4 Practical Guide to Market Effectively on the Web 1 Abdul Razak Ahmad Email: razak@nef.org.my

Email Marketing Personalized communication conducted via email to the customers providing relevant and contextual content or promotion. Industry email open-rate at 20% while click-through rate at 10% Prone to spam filter Prone to database fatigue The 1.5s rule and the 5.0s rule Try Constant Contact Practical Guide to Market Effectively on the Web 42 Abdul Razak Ahmad Email: razak@nef.org.my

Email Communication 4 Practical Guide to Market Effectively on the Web 3 Abdul Razak Ahmad Email: razak@nef.org.my

Viral Marketing It is a promotion activity that either by design or accident catches on with Internet users and is passed on from one to another, multiplying the effectiveness of the original distribution Hotmail Primax 3 campaign Kiasu Holidays KLM Practical Guide to Market Effectively on the Web 44 Abdul Razak Ahmad Email: razak@nef.org.my

Blog Marketing Blogs empower people to express their knowledge and opinions to anyone who cares to listen. Consumers now control part of the conversation and can influence a brand's future based on their personal perceptions. Use blogs to gather market intelligence and to tap into blogger’s perception of the brand. Use blogs to advertise and reach influentials Use blogs to connect to your consumers Humanize your corporate brand using a blog Currently more than 50% of internet users read blogs but the figure is growing. Practical Guide to Market Effectively on the Web 45 Abdul Razak Ahmad Email: razak@nef.org.my

Strategic Online Partnership Strategic collaboration with third party websites that offer complementary services Wedding Planner with Hotel Travel guide with tour operators Kad Mesra with Mastercard Citibank with Shell Blendtec and Nike Practical Guide to Market Effectively on the Web 46 Abdul Razak Ahmad Email: razak@nef.org.my

Online Classifieds Placing classifieds on relevant portals, unique online communities and special interest group websites. Some are paid, a lot are free. Lelong Mudah Agribaazar Staronline Craigs List Practical Guide to Market Effectively on the Web 47 Abdul Razak Ahmad Email: razak@nef.org.my

Pay Per Click and Keyword Sponsorship PayPerClick or PPC Marketing deals with the creation, management and maintenance of pay per click advertisement campaigns on various search engines and contextual ad serving networks. The businesses bid for their ad place for some particular keywords which appear as sponsored results in pay per click search engines and publisher networks. PPC marketing is hot and ROI is impressive for most industries. So PPC is highly popular (e.g.- Google Adwords,YPN ) and going to stay for years to come. Practical Guide to Market Effectively on the Web 48 Abdul Razak Ahmad Email: razak@nef.org.my

This where the Keyword text will appear on Google Practical Guide to Market Effectively on the Web 49 Abdul Razak Ahmad Email: razak@nef.org.my

Search Engine Optimization SEO refers to the process of increasing the amount of visitors to a website by ranking high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user. Practical Guide to Market Effectively on the Web 50 Abdul Razak Ahmad Email: razak@nef.org.my

5 Practical Guide to Market Effectively on the Web Abdul 1 Razak Ahmad Email: razak@nef.org.my

Search Engine Optimization SEO Tips Incorporate keywords in the web copy Use Meta-tags – write short titles incorporating the keywords Write a title for each web page Use alt-tag – use keyword rich phrases to describe images The alt-tag of your company logo should be your company name Write keyword rich articles and content Add fresh content that is keyword rich frequently Do blog, do it passionately! Submit to all major search engine once (www.google.com/addurl) Use Google Sitemap to register your site (www.google.com/webmasters/tools) Submit your company URL to Open Directory Project (www.dmoz.org) Submit to other relevant directories Practical Guide to Market Effectively on the Web 52 Abdul Razak Ahmad Email: razak@nef.org.my

5 Practical Guide to Market Effectively on the Web Abdul Razak Ahmad Email: 3 razak@nef.org.my

Chapter Four: Case Studies DAY ONE Practical Guide to Market Effectively on the Web 54 Abdul Razak Ahmad Email: razak@nef.org.my

Owner: Agus Widodo Business: Hijab maker/manufacturer Business model: Variety of choices, Volume sale Revenue: >RM150k per month Market: Overseas Indonesian URL: www.refanes.com Practical Guide to Market Effectively on the Web 55 Abdul Razak Ahmad Email: razak@nef.org.my

Owner: Kamarul Drahman Business: Potato Pies-to-order Business model: Click and mortar Revenue: >RM5k per month Market: Around KL URL: ultimatepotatopies.blogspot.com Practical Guide to Market Effectively on the Web 56 Abdul Razak Ahmad Email: razak@nef.org.my

Owner: Sharifah Fauziah Alsree Business: Middle eastern food Business model: Food retailer, caterer Revenue: Not disclosed. Market: Around KL. 200 friends URL: www.authentic-alsree.com Practical Guide to Market Effectively on the Web Abdul 57 Razak Ahmad Email: razak@nef.org.my

Online Marketing Measures Site Analytics Campaign Measures Pageviews Banner impressions Visits Banner Click-through Time on Site No. of download Bounce Rate No. of enquiries Top Content No. of RSVP for events Top Referring Sites No. of Referrals Top keywords No. of interest/participants E-newsletter open rate and click-through rate Practical Guide to Market Effectively on the Web 58 Abdul Razak Ahmad Email: razak@nef.org.my

Measuring Results with Google Analytics It’s free ! And Powerful! But first you have to create a G-mail account for yourself or company e.g. dsafa@gmail.com Use that account to create a free Google Analytic account (www.google.com/analytics) Ask your webmaster to paste the urchin code into your website template View the results on Google.com/analytics using your G-mail as username Practical Guide to Market Effectively on the Web 59 Abdul Razak Ahmad Email: razak@nef.org.my

Chapter Five: Planing Exercise DAY ONE Practical Guide to Market Effectively on the Web 60 Abdul Razak Ahmad Email: razak@nef.org.my

Exercise Workout an Internet Marketing Plan for your company. How are going to position it online? Think Integrated Marketing! Assuming you have only an annual budget of RM60k!!! Banner on premium site @ RM5k per month Content sponsorship @ RM5k per piece Average event cost @ RM15k per event Average email blast @ RM10k per blast Practical Guide to Market Effectively on the Web 61 Abdul Razak Ahmad Email: razak@nef.org.my

Exercise Data Sheet By 2010, 28.96 total population of Malaysia 45% of Malaysians are between ages 15-40 Age 15-19: 3.5 million Age 20-24: 3 million Age 25-29: 2.5 million Age 30-34: 2 million Age 35-40: 2 million 31% of Malaysian are under the age of 15 For them, INTERNET has ALWAYS existed By 2016, 2.6 million of them can register to vote Median age will be 24.3 About 17 million internet users (about 60% penetration) Practical Guide to Market Effectively on the Web 62 Abdul Razak Ahmad Email: razak@nef.org.my

Exercise: Future Facts This 15-40 age group Do not watch TV, they DOWNLOAD TV Do not read print newspapers, the READ ONLINE newspapers They belong to many social networks They consume information and have a sense of global culture Practical Guide to Market Effectively on the Web 63 Abdul Razak Ahmad Email: razak@nef.org.my

Guidelines for Idea Presentation Explain why the idea is so great; explain your value proposition to your target audience Define your target audience Explain your marketing objectives/goals and how you intend to measure them Explain the kind of marketing campaigns that would help you achieve your marketing goals. Explain the mechanism of the key campaigns Explain how you are going to allocate your budget and how many resources do you need to run the campaigns Practical Guide to Market Effectively on the Web 64 Abdul Razak Ahmad Email: razak@nef.org.my

Practical Guide to Marketing Effectively on the Web - 24th-25thMay2010

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