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Internet Marketing Aug 09


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Full day presentation to real estate Principals in Perth, WA, Australia, by Charlie Gunningham, CoFounder and MD of …

Full day presentation to real estate Principals in Perth, WA, Australia, by Charlie Gunningham, CoFounder and MD of

Tips and techniques on how to use the power of the internet to save ad costs and money. One participant said that the course helped them save $25,000 in ad costs!

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  • 1. Internet Marketing
    • how to harness it and put the media power back in your own hands!
    • 2. REIWA Learning, Thurs 6th Aug 2009
    Charlie Gunningham
  • 3. HISTORY
  • 4. ARPANET, 1968
  • 5.
  • 6.
  • 7. Net EFFECTS 1. How many of you have purchased something on the Internet in the last 6 months? 2. How many times have you used the Internet as an information source, before buying offline?3. How many hours a day are you on the Internet?4. How many emails do you send/receive/day?5. What happens in your office (and to you) if you do not have internet connection and/or your emails go down?
  • 8. Net EFFECTS
  • 9.
  • 10. Architecture
  • 11. Architecture
  • 12. Intranet/Extranet
  • 13. Shift Happens
  • 14. ONLINE Databases/CRM*sWhat’s your Ideal?(* Client Relationship Management)
  • 15. CRM/DatabaseCustomer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing. (
  • 16. YOU NEED A SYSTEM- house clients- organise contact with them- manage your time best- feeling of being in control- results, success, rewards- work the system
  • 17. WEB-BASED- ubiquitous- upgrades auto- no large upfront- as secure as your login
  • 18. Off the Shelf
  • 19. My Desktop – market leaderWA –based, Commerce Australia (Fairfax)- tracks effectiveness of emails sent- sales trust system- integrates with REST, AdVenda, …- e-publisher- various types of logins- all inclusive price, $ < PP, HOL
  • 20. Port PlusMelbourne, independent- used by some franchises, 1st National- #2 position nationally-
  • 21. HubOnlineset up by 2 independents, bought by was market leader, now #3
  • 22. Market Managerset up by Brian Oldfield, bought by REIWA- desktop based?- auto import of REIWA data- some CRM capability
  • 23. Complete DataLee Woodward’s system- desktop based, some web inputting- can buy individually, per seat ($700)
  • 24. MultiArraylarge system, (real estate manager, property manager, strata manager)est 1987 - George Sih, Sydney
  • 25. Others? DIY?Decisions based on: - upfronts + ongoing - web based?- - link to web site? - run my own results? - easy? Useful? - customise? Support?
  • 26. < br >DONE! History, Effects, DBs and CRMs, NEXT! web sites, revenue, traffic, then…1.15-3pm: SEM, SEO, portals, sites3.15-5pm: social media, conclusion
  • 27.
  • 28. Great things happen slowly- the frog in the water being heated up- climate change- ageing process
  • 29. Do you need to have a web site?Why, exactly?
  • 30. 90% of sites are still brochure sites- 1 way- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d
  • 31. It’s like having your own radio station!
  • 32. Dynamic sites- powered by online database- update DB, updates site- CMS to update rest
  • 33. Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting
  • 34. XML- databases talking to each other- very complex, prone to error- continual maintenance by provider- very important
  • 35. Personal Site- sub domain of agency also keeps the hits coming to your agency site
  • 36. Why have a site?6. Make it earn money!
  • 37. The eternal question – how to build traffic?1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. >> demos
  • 38. MeasuringTraffic1. Hit?2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitor
  • 39. Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook
  • 40. Building Traffic / cont…7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads
  • 41. < lunch >DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic, NEXT! SEM, SEO, portals, sites3.15-5pm: social media, conclusion
  • 42.
  • 43. Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN
  • 44. PLUS- being updated- relevancy- popularity- older- larger
  • 45. SEM - PPCsee Facebook ads, compare to Google Ads- Cost per Thousand Impressions- Cost per Click- Click Through Rate
  • 46. How much to get 5mn+ views of an ad?(and only pay if they see and act on it)- Facebook: < A$1,500- Local paper: A$120,000
  • 47. TRAD ADVERTISER … doesn’t do it for me anymore
  • 48.
  • 49.
  • 50. Do real estate portals disintermediate or reintermediate?
  • 51. “Disruptive Technology”or a “Killer App”
  • 52. 1960-2000Golden Ageof Advertising
  • 53. Fragmentationof all media
  • 54. Demise of tradmedia
  • 55. Warren Buffett (May 2009)“ I would not buy a newspaper stock at any price … their business model is over”
  • 56. Australia – real estate sites- quite a choice- online monopolist in REA?- Google a threat (or life saver?)- in the end, it’s about service- and it’s the inexorable shift from print -> online
  • 57. < br >DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic, DONE! SEM, SEO, portals, sitesNEXT! social media, conclusion
  • 58. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)
  • 59. SOCIAL MEDIA – defined Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. blogs, youtube, facebook, twitter, flickr, slideshare, …
  • 60. Chad Hurley, Cofounder,
  • 61. Mark Zuckerberg, Founder, Facebook
  • 62. Biz Stone, Founder,
  • 63. 1994 Age ofSurf
    1998 Age ofSearch
    NOW Age ofSocial (media)
  • 64. “Markets are conversations”
    conversations among humans sound human
    natural, uncontrived, honest
    public switch quickly
    tell us something!
    (then we might speak to you)
    business is only part of our lives, it’s all of yours
    The Cluetrain Manifesto: The End of Business as Usual
    by Christopher Locke, Rick Levine, Doc Searls, David Weinberger
    Pub 1999 : read it for free at
  • 65. … people want to talk!
  • 66. “Markets are conversations”
    Every ‘deal’ is
    a series of
  • 67. TWITTER in Plain English
  • 68. So What?
  • 69. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
  • 70. BLOGGING 101- a “web log”- foundation of SM?- / Wordpress / other- leave comments, post- video blog (“vlog”)http://blog.aussiehome.com
  • 71. THE RULES…
    not expensive in $’s
    Blog often, blog interesting
    Show yourpassion
    Encourage staff to blog
    Be authentic
    Ideas spread
    Allow publicto comment
  • 72. You’re asking the wrong question, but since you asked…
    Better Traffic & SEO to your site
    Fun, empowering for you/staff
    Listen + Learn from your public
    Gather interesting content
    What goes around comes around
    “Markets are conversations”
    = the future of marketing?
  • 73. Look at blogs, read loads of them
    If you had a soap box,
    what you speak about?
    Start one today
    (it’s free –
    How could your media
    (your website) have a blog?
  • 74. PODCASTING- audio file (usually)- DIY- have them
  • 75. FACEBOOK- Setting up a Page- Making comments/updates- Uploading photos- finding friends- how might you use this?- should biz be mixed with pleasure?
  • 76. Do your own FACEBOOK Page
    free ‘n’ easy to set up
    people find you
    you’re in control
    500,000 in Perth
    more > 40 than < 18
    1,000/day in Perth join
  • 77. Set up a FACEBOOK Group/Business Page
    invite people in
    publish events, goings on
    interactive shop window
    everyone gets to know
  • 78. Set up a FACEBOOK Group/Business Page
    invite people in
    publish events, goings on
    interactive shop window
    everyone gets to know
  • 79. 3. Post your own FACEBOOK Ads
    Direct + targetted
    Set a budget
    Easy to set up, edit,
    cancel + monitor
    6mn+ views ($120)
  • 80. 4. TWITTER! (your own + company)
    4mn globally (1/100th FB)
    Growing fast
    Very easy to update
    Word out, top of mind
  • 81. 5. Upload movies to
    Obama did 1,678
    87 mn views
    Av age 45-55 yrs
    tag ‘perth real estate’
    DIY, free
  • 82. Lower ad costs
    targetted, effective marketing
    Raise Traffic + improved rankings
    Fun, empowering; learn & interact
    Drive client loyalty
    more sales and profits
    MOST powerful when you mix them
  • 83. USED TOGETHER – rinse and recycle- use and tweet the links- comment on blogs ( blog, and tweet links to blog post- photo (twitpic) and upload- link twitter to Facebook updates
  • 84. FACEBOOK for real estate- 5 Tips
  • 85. TWITTER- Twitter for real estate (free ebook) announced that Twitter’s global unique visitors in April, 2009 was a whopping 32 million, up from 19 million in March, 2009. Twitter has just passed Digg (23 million), LinkedIn (16 million), and the (17.5 million
  • 86. This is what C21 are doing with Social Media in USA…
  • 87. Quick Break, then- what did we learn?- what next?- empty the car park- MY TAKEAWAYS
  • 88. THANK YOU! – please fill in FEEDBACK FORMS- Aug 20th –’s ‘Leadership Circle’- Nov – Facebook+Twitter courses in Computer 0411 092 669