Craig Hanna - The Atomised Web

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  • Craig Hanna - The Atomised Web

    1. 1. Widgets, APIs, RSS, social media… How do you market to customers who now control and configure your brand? Craig Hanna , Training Director, E-consultancy.com
    2. 2. <ul><li>Atomisation </li></ul>
    3. 3.
    4. 6. Animation Search YouTube on “Jeff Han” http://www.youtube.com/watch?v=UbIb2n5fo2k
    5. 7. Craig’s world
    6. 9. Lets step back a moment.. A short history of how we’ve got where we are
    7. 10. Word of Mouth Source: Antony Mayfield, Global Crossing
    8. 11. Channel Media Source: Antony Mayfield, Global Crossing
    9. 12. Open Networks Source: Antony Mayfield, Global Crossing
    10. 13. But we still think the web works as brand channels
    11. 14. But Jeff is here Are you part of Jeff’s world?
    12. 15. And Craig is here
    13. 16. Mmm… Channels to networks? Give me some stats!
    14. 17. MySpace 8 th biggest provider of traffic to HMV.co.uk in the UK
    15. 18. TOPMAN gets 5% of traffic from MySpace (more than MSN + Yahoo!)
    16. 19. 36% of Google’s Q4 2007 revenue came via its AdSense Network
    17. 20. $1,530,000,000 paid out in the last 14 weeks of 07
    18. 21. AdSense is a widget
    19. 22. RSS We want RSS everywhere. I want it in more than just the browser and aggregators. Dean Hachomovitch General Manager, IE7
    20. 23. RSS 07 <ul><li>6.6% UK web users subscribe (Harris) </li></ul><ul><li>2.5m users with average 6 feeds (Yahoo) </li></ul><ul><li>15m potential feed views per day </li></ul><ul><li>450m potential feed views per month </li></ul><ul><li>Average 10 articles per feed </li></ul><ul><li>Potential 4.5bn article views per month </li></ul><ul><li>Exponential growth in subscribers – IE7 </li></ul>
    21. 24. IE 7 growth
    22. 25. <ul><li>FeedBurner is growing faster than MySpace and Digg with 385% traffic growth . </li></ul><ul><li>Total feeds: 1,570,012 </li></ul><ul><li>Number of publishers: 882,989 </li></ul><ul><li>Number of podcast and videocast feeds: 216,512 </li></ul><ul><li>Number of subscribers across all FeedBurner feeds: Too many to fit on this page! </li></ul><ul><li>Joined the Google Group of companies </li></ul><ul><li>95% for RSS users are using top 5 readers </li></ul>Feedburner
    23. 26. Google Maps
    24. 27. <ul><li>Southwest Airlines - Ding! </li></ul><ul><li>Desktop Application </li></ul><ul><li>Launched Feb 2005 </li></ul><ul><li>2 million subscribers </li></ul><ul><li>$130m in revenues </li></ul>
    25. 28. Ryanair - Bing!
    26. 29. 3 types of widget have been made available:- 1. One showing item information for an auction listing 2. Another enabling a slideshow for multiple selected items 3. And another showing multiple thumbnails related to keyword search queries “ eBay has launched a Flash widget applet that allows sellers to embed their auctions on sites around the web.” eBay
    27. 30.
    28. 31.
    29. 32.
    30. 33. OK… So what am I meant to do about it?
    31. 34. <ul><li>Map / understand your </li></ul><ul><li>network </li></ul><ul><li>Make yourself useful / </li></ul><ul><li>available to your netwok </li></ul><ul><li>3. Engage with your </li></ul><ul><li>network </li></ul>
    32. 35. <ul><li>How to map your network? </li></ul><ul><ul><li>Free stuff: </li></ul></ul><ul><ul><li>Google “related:[www.yourdomain.com]” </li></ul></ul><ul><ul><li>Alerts (e.g. Google) – who is talking about you? </li></ul></ul><ul><ul><li>Backlinks to your site + competitors’ sites </li></ul></ul><ul><ul><li>Refferring sites (from your web stats) </li></ul></ul><ul><ul><li>Feed aggregators (e.g. Feedraider) </li></ul></ul><ul><ul><li>Ask people (especially your users) </li></ul></ul><ul><ul><li>Tools / Services: </li></ul></ul><ul><ul><li>Onalytica, Atlas Sitefinder, SEO Elite, various </li></ul></ul><ul><ul><li>SEM / PR agencies (Spannerworks etc.) </li></ul></ul>
    33. 36. <ul><li>Reputation & Network </li></ul><ul><li>Monitoring / </li></ul><ul><li>Online PR </li></ul><ul><li>Google News </li></ul><ul><li>Blog Search </li></ul><ul><li>Bloglines </li></ul><ul><li>Technorati </li></ul><ul><li>Topix </li></ul><ul><li>digg </li></ul><ul><li>reddit.com </li></ul><ul><li>etc. etc. </li></ul>
    34. 42.
    35. 43. How do we make money? <ul><li>Advertising </li></ul><ul><ul><li>Average £20 per thousand page views / 2 ads per page / 3 pages views per visit </li></ul></ul><ul><ul><li>Average advertising value per visit = 12p </li></ul></ul><ul><li>Commerce (Subscriptions, Memberships, Events, Training etc.) </li></ul><ul><ul><li>Conversion rate = 0.25% </li></ul></ul><ul><ul><li>Average order value = £200 </li></ul></ul><ul><ul><li>Average commerce value per visit = 50p </li></ul></ul>
    36. 44. Average Total Value / Visit = 62p
    37. 45. 7,000 visits a day from Google = £4,340 a day…
    38. 46.
    39. 47. How many more direct visits can we get? Can we get more Google love? from ‘social media marketing’
    40. 48. Targeting VOLUME / REACH INFLUENCE
    41. 49. Lots of sites…
    42. 50. Prioritised + How to approach
    43. 51. Go engage!
    44. 52. Links via Online PR
    45. 53. BBC Internet Blog
    46. 54. BazaarVoice Blog
    47. 55. Facebook
    48. 56. LinkedIn Answers
    49. 57. YouTube Channel
    50. 58. Twitter Channel
    51. 59. Digg
    52. 60. Del.icio.us
    53. 61. Was it worth it?
    54. 62. Cost <ul><li>Search Agency </li></ul><ul><ul><li>£3,000 </li></ul></ul><ul><li>Data / Tools </li></ul><ul><ul><li>Free (-ish) </li></ul></ul><ul><li>Internal Time </li></ul><ul><ul><li>5 days worth of time </li></ul></ul>Call it £10,000
    55. 63. Referred visits in last 6 weeks <ul><li>Stumbleupon </li></ul>1,369 LinkedIn 669 Wikipedia 547 Del.icio.us 276 Twitter 106
    56. 64. Views = 1,746 No. referred visits = 5
    57. 65. No. referred visits = 77
    58. 66. Total no. ‘social media’ referred visits = 18,000
    59. 67. Value = 18,000 X 62p = £11.16k…
    60. 68. SEO impact?
    61. 69. Google Natural Search Referrals
    62. 70. Total no. incremental visits for SEO improvement = 72,000
    63. 71. Value = 72,000 X 62p = £44.64k…
    64. 72. ROI = (£11.16K + £44.64k) / £10k = 558%
    65. 73. Other Benefits <ul><li>Built influence / credibility </li></ul>
    66. 74. Conclusion <ul><li>Worth it but </li></ul><ul><ul><li>Quite a bit of work </li></ul></ul><ul><ul><li>Value in tangential areas </li></ul></ul><ul><li>Good for traffic; less good for sales </li></ul><ul><li>Indirect traffic via search bigger than direct traffic (and higher value) </li></ul><ul><li>And it confirmed…… </li></ul>
    67. 75. Thank you and blatant plug Craig Hanna, CEO, E-consultancy http://www.e-consultancy.com

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