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TADA - Internet for Business

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90 minute presentation to TADA on 'Internet and Business'

90 minute presentation to TADA on 'Internet and Business'

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  • 1. Internet + Business
    with Charlie Gunningham
    aussiehome.com / REIWA.com
  • 2. My Mission
    “ putting media power back
    in our clients’ hands ”
  • 3. Internet + Business1. Potted History2. Your web site3. Social Media4. Mobiles & ‘Apps’ …. Q+A?
  • 4. I’m lucky, I’ve seen the future!… and it’s good news!
  • 5. 1. POTTED HISTORY!
  • 6. ARPANET, 1968
  • 7.
  • 8. Incredible… but true - 20 years since Internet invented- 16 years since Amazon.com, eBay.com- 12 years since Google- 5 years since Youtube- 4 years since Facebook/Twitter
  • 9. Incredible… but true - 75% of SME’s don’t use social media- 86% don’t use email marketing- 30% don’t update their web site
  • 10. Net EFFECTS
  • 11.
  • 12. TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk
  • 13. Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009
  • 14. 55% of enquiry from online adsReal Estate Agents AD Spend ...$1563m- of which, online ad spend …$240mnyou could argue for 50:50 split (print/online) - so offline ad spend …$240mn which implies $1bn is wasted?!
  • 15.

    Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them

  • 16. 2. Do you need to have a web site?Why, exactly?
  • 17. 90% of sites are still brochure sites- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d
  • 18. “Dynamic” sites- powered by database (CMS)- update CMS, updates site- interactive- social- local- mobile
  • 19. Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting
  • 20. It’s like having your own radio station!
  • 21. Why have a site?6. Make it earn money!
  • 22. What makes a good website1. Fast to Load2. Easy to navigate3. Up to Date
  • 23. The eternal questions – HOW to build traffic? WHY SHOULD WE KNOW? What to measure?1. Know thyself (measure it)2. Google Analytics3. Alexa.com >> demos
  • 24. MeasuringTraffic1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitors
  • 25. Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook
  • 26. Building Traffic / cont…7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads
  • 27. 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
  • 28. PLUS- being updated- relevancy- popularity- older- larger
  • 29.
  • 30. REIWA Property Management Breakfast, 16th July 2009 Slide 30
  • 31. Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “subiaco real estate” paxtonhoad.com.au
  • 32.
  • 33.
  • 34.
  • 35. Search Engine Marketing (SEM)- beyond SEO, what else can you do?1. Google Adwords2. Facebook Ads- CPM = cost per thousand impressions - CPC = cost per click- CTR = click through rate
  • 36. 3. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)
  • 37. SOCIAL MEDIA – defined Social media refers to FREEweb sites whose information comes from its USERS. - inclfacebook, twitter, blogs, youtube, flickr, slideshare, foursquare, …
  • 38. Mark Zuckerberg, Founder, Facebook
  • 39. Biz Stone, Founder, Twitter.com
  • 40. Chad Hurley, Cofounder, Youtube.com
  • 41. “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 www.cluetrain.com
  • 42. SOCIAL MEDIA + Biz = X?- do we need it?- should we?- is it right?
  • 43. SOCIAL MEDIA + Biz = 1. Know you exist2. Get to know/trust3. Give you business4. Refer you to others
  • 44. SOCIAL MEDIA in Aus _ Facebook: 7mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 1mn (up from 13,000)_ 70%+ net users visited social netwks(+29%)_ social media/ blogs more pop than personal email 10% of ALL time on Internet = on social media
  • 45. Cont…to reach 50mn users- it took radio 38 yrs, TV 13 yrs, Internet 4 yrs… … it took Facebook9 mths to get 100mn!
  • 46. At its most basic, you could (should) be…BLOGGINGon FACEBOOKon TWITTER
  • 47. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
  • 48. BLOGS- a “web log”- leave comments, post- Start your own* go search/read/comment*
  • 49. THE RULES…
    not expensive in $’s
    Blog often, blog interesting
    Show yourpassion
    Encourage staff to blog
    Be authentic
    Ideas spread
    Allow publicto comment
  • 50. BENEFITS? 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”
  • 51. Blogs are fantastic for SEO!
  • 52.
  • 53. Mark
    Anderson’s
    BLOG
  • 54. Do your own FACEBOOK Profile Page
    free ‘n’ easy to set up
    you’re in control
    770,000 in Perth
    more > 40 than < 20
    500/day in Perth join
  • 55. Set up a FACEBOOK Group/Business Page
    invite people in
    publish events, goings on
    interactive shop window
    everyone gets to know
    www.facebook.com/yourname
  • 56. www.facebook.com/aussiehome
  • 57. Linda Davis, real estate selling agent, Ledyard, CT
  • 58. Ledyard, CT
    community
    page
    (a landing
    Page)
    We could feed
    In your listings
    too!
  • 59. Linda Davis, Ledyard, CTMY GOAL - top sales person * concentrate on one area * personal, be YOU, persist, don’t YELL!* yes, YOU DO HAVE TIME – prioritise* have RULES, build relationships Don’t be “that guy” that abuses it!
  • 60. Post your own FACEBOOK Ads
    Direct + targetted
    Set a budget
    Easy to set up, edit,
    cancel + monitor
    27mn+ views ($4000)
  • 61. FACEBOOK Policy
    Addictive
    Time Wasting
    Haven’t got time!
    You need a policy, and stick to it
    Have a reason, WIIFT, part of marketing
  • 62. TWITTER! (your own + company)
    100,000+ in Perth
    Growing fast
    Very easy to update
    ‘micro-blogging’
    Word out, top of mind
    Twitter.com/yourname
  • 63. http://twitter.com/aussiehome
  • 64. Upload movies to
    Obama did 1,678
    87 mn views
    Av age 45-55 yrs
    tag ‘perth real estate’
    Youtube.com/yourname
  • 65. www.youtube.com/aussiehometv
  • 66. “perth real estate” search on Youtube…
  • 67. LINKEDIN.COM
    Facebook for grown ups?
    Professionals
    Worth having a profile
    Online CV
    40 million members +
  • 68. 4. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile
  • 69. MOBILE 1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon
  • 70. Sherry Chris, CEO, Better Homes & Gardens Real Estate
  • 71. http://link.brightcove.com/services/player/bcpid25681338001?bctid=45945430001
  • 72. FacebookiPhoneApp >
  • 73. www.tweetdeck.com
    TweetdeckiPhoneApp >
  • 74. HootsuiteiPhoneApp >
    www.hootsuite.com
  • 75. It’s no longer the 4Ps of marketing(price, promotion, product, place)It’s the 3 i’s...“Getting the right information to the right eyes at the right instant”
  • 76. Internet + Business
    • Any Questions?
    • 77. Thank you & Good Luck!
    - charlie@aussiehome.com
    0411 092 669
    • email me for these slides facebook.com/aussiehome- twitter.com/aussiehome
  • FoursquareiPhoneApp >
    www.foursquare.com
  • 78.
  • 79.
  • 80.
  • 81.
  • 82.
  • 83.
  • 84.
  • 85. Business applications?_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ work_ ask people for reviews (tips)