Maximising e-tools for success in your business


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Presentation to Defence Teaming Centre, Mawson Lakes, 22 July 2010

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Maximising e-tools for success in your business

  1. 1. Maximising e-tools for success in your business Clayton Wehner - Blue Train Enterprises M: 0438 925 613 E: [email_address] This presentation can be found at:
  2. 2. The speakers <ul><li>Clayton Wehner – Blue Train Enterprises </li></ul><ul><ul><li>Web 2.0 and the social web </li></ul></ul><ul><ul><li>Your website as your core web technology </li></ul></ul><ul><ul><li>Search engines </li></ul></ul><ul><ul><li>A strategy framework (yawn, zzzz) </li></ul></ul><ul><li>Michelle Prak – Hughes PR </li></ul><ul><ul><li>Social media tools – Facebook, Twitter, LinkedIn et all </li></ul></ul><ul><ul><li>Boosting your presence online </li></ul></ul><ul><ul><li>Tips for using social media </li></ul></ul>
  3. 3. We live in exponential times… <ul><li> </li></ul>
  4. 4. Ch-ch-ch-changes… <ul><li>The way people are communicating is changing – duh </li></ul><ul><li>Over 70% of Australian internet users visited a social networking site in June 2009, up 29% on previous year </li></ul><ul><li>There are now 400 million+ users on Facebook (launched Feb 2004!) </li></ul><ul><li>Facebook accounts for 29 per cent of all time spent online by Australians and this is increasing rapidly </li></ul><ul><li>Australian Facebook users uploaded 80 million pictures, wrote 32 million wall posts and 45 million status updates in October 2009 </li></ul><ul><li>Twitter’s user count went from 13,000 in 2008 to 800,000 in June 2009 </li></ul>
  5. 5. Evolution of the web <ul><li>Web 1.0 = ‘one way web’; reading static web pages; ‘brochureware’ </li></ul><ul><li>Web 2.0 = ‘two way web’; interaction, community, collaboration – blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more </li></ul><ul><li>Web 3.0 = The ‘semantic’ web; artificial intelligence; high levels of personalisation, individually-tailored web experience </li></ul>
  6. 6. The old and the new <ul><li>Old (?) </li></ul><ul><li>New </li></ul><ul><li>Letters by ‘snail mail’ </li></ul><ul><li>Telex </li></ul><ul><li>Faxes </li></ul><ul><li>Messages / Signals </li></ul><ul><li>Memos </li></ul><ul><li>Instructions </li></ul><ul><li>Manuals </li></ul><ul><li>Fixed telephones </li></ul><ul><li>Email (not really that new) </li></ul><ul><li>Internet / Intranets </li></ul><ul><li>CD-ROM/DVD/USB Drives </li></ul><ul><li>Voice over IP (VOIP) </li></ul><ul><li>Chat </li></ul><ul><li>Instant messaging (IM) </li></ul><ul><li>Social networking </li></ul><ul><li>SMS/MMS/Bluetooth </li></ul><ul><li>Blogs </li></ul><ul><li>iPhone, Blackberry, Android </li></ul><ul><li>iPads, Kindles </li></ul>
  7. 7. Australian business is lagging behind… <ul><li>75% of Australian SMEs DON’T do social media </li></ul><ul><li>30% of Australian SMEs rarely updated the content of their business website </li></ul><ul><li>78% of Australian SMEs don’t use their websites for e-commerce (ie. Selling stuff) </li></ul><ul><li>Only 14% of SMEs use email marketing </li></ul><ul><li>Defence industry organisations are among the worst… </li></ul>
  8. 8. Cultural Shift for Defence Industry organisations <ul><li>Defence Industry </li></ul><ul><li>Web 2.0 </li></ul><ul><li>Hierarchical, chain-of-command </li></ul><ul><li>Structures and conventions </li></ul><ul><li>Formal, corporate </li></ul><ul><li>Resistant to change </li></ul><ul><li>Centralised control and chokepoints </li></ul><ul><li>High levels of security and sensitive information </li></ul><ul><li>No hierarchy, free-for-all, equality </li></ul><ul><li>Unstructured, unconventional </li></ul><ul><li>Informal, conversational </li></ul><ul><li>Constantly changing </li></ul><ul><li>Devolved control and distributed authorship </li></ul><ul><li>No barriers to content </li></ul>
  9. 9. So what are we waiting for? <ul><li>Let’s get moving – it’s time to start blogging, create a Facebook page, Twitter account etc. etc. </li></ul>
  10. 10. Steady on, tiger… <ul><li>When considering the use of new technologies most organisations consider the issue the wrong way around </li></ul><ul><li>‘ I need to be on Facebook because everybody else is’ – WRONG! </li></ul><ul><li>Need to focus on the target audience, objectives and strategies, before considering the technologies… </li></ul><ul><li>Why? Because the technologies might not be appropriate </li></ul><ul><li>In fact, use of certain technologies may be detrimental – example… </li></ul>
  11. 11. @KRuddPM becomes @KRuddMP
  12. 12. Get your website right first <ul><li>Before getting too creative, I recommend getting your website right first </li></ul><ul><li>Your website is the core element of your web presence </li></ul><ul><li>Some hard truths…the cutting-edge innovation demonstrated by many companies in the defence sector does not flow through to their web presence. </li></ul><ul><li>In fact, many defence sector websites (SMEs particularly) are deplorable . </li></ul>
  13. 13. POST Strategy <ul><li>P is for PEOPLE </li></ul><ul><li>O is for OBJECTIVES </li></ul><ul><li>S is for STRATEGIES </li></ul><ul><li>T is for TECHNOLOGIES </li></ul><ul><li>This strategy framework was developed by Forrester Research – see </li></ul>
  14. 15. A quick word on search engines <ul><li>It’s not just about looking good - you can have the best looking website in the world and never get a visitor… </li></ul><ul><li>Your website needs to be ‘optimised’ for the search engines </li></ul><ul><li>There are a whole bunch of factors that you need to consider to get your website to the top of Google, Yahoo! and Bing </li></ul><ul><li>Take a gander at: </li></ul>
  15. 16. Are you awake – pop quiz, hot shot… <ul><li>Blog is the shortened form of what? </li></ul><ul><li>How many characters can a tweet contain? </li></ul><ul><li>What does RSS stand for? </li></ul><ul><li>Facebook emanated from which US university? </li></ul><ul><li>Who owns MySpace? </li></ul>
  16. 17. The Answers <ul><li>Blog is the shortened form of what? </li></ul><ul><ul><li>WEB LOG </li></ul></ul><ul><li>How many characters can a tweet contain? </li></ul><ul><ul><li>140 CHARACTERS </li></ul></ul><ul><li>What does RSS stand for? </li></ul><ul><ul><li>REALLY SIMPLE SYNDICATION </li></ul></ul><ul><li>Facebook emanated from which US university? </li></ul><ul><ul><li>HARVARD </li></ul></ul><ul><li>Who owns MySpace? </li></ul><ul><ul><li>NEWS CORPORATION </li></ul></ul>
  17. 18.
  18. 19. SMS Positions Available
  19. 20. SMS on Facebook
  20. 21. SMS on Twitter
  21. 22. SMS Blog
  22. 23. SMS on Flickr
  23. 24. Why SMS’s site is good <ul><li>Dedicated site with its own branding </li></ul><ul><li>Fun and quirky; doesn’t take itself too seriously </li></ul><ul><li>Emphasises how great it is to be a part of SMS – ‘we work hard, but we have a great time doing it’ </li></ul><ul><li>Linkages across social media platforms – LinkedIn, Facebook, Vimeo, Twitter, Flickr – means more chance of being found </li></ul><ul><li>Professional design, but simple construction </li></ul><ul><li>Rich, colourful images </li></ul>
  24. 25. A video to end… <ul><li>Is anybody easily offended by Kiwi jokes? </li></ul><ul><li>Some questions to ask yourself while you watch this: </li></ul><ul><ul><li>What impression do you have of RNZAF pilots after you watch this? </li></ul></ul><ul><ul><li>How do you think the RNZAF took it? </li></ul></ul><ul><ul><li>Good or bad publicity? </li></ul></ul><ul><ul><li>How could your business use online video? </li></ul></ul>
  25. 26. Jet Pilot <ul><li> </li></ul>
  26. 27. Lessons from the video <ul><li>ANYBODY with a camera (or a keyboard) can publish their own content </li></ul><ul><li>It’s impossible to control the media today because anybody can be a publisher – what are your customers / employees saying about your company? </li></ul><ul><li>Great content (particularly humourous, self-deprecating content) has a viral effect – 460,000 views </li></ul><ul><li>My opinion: The RNZAF in East Timor had a ‘can do’ attitude and were more accommodating than our own Black Hawk pilots – this video says a lot about them </li></ul><ul><li>Could your business use online video? </li></ul>
  27. 28. My recommendations <ul><li>Educate yourself about Web 2.0 and 3.0 </li></ul><ul><li>Get your website right first </li></ul><ul><li>Learn how to optimise your site for the search engines </li></ul><ul><li>Think carefully about your social media forays, but don’t be discouraged – dip your toe in, it’s free. </li></ul>
  28. 29. Upcoming workshops - Adelaide <ul><li>Thursday 22 July 2010 - Adelaide, SA How to use Twitter, Facebook and Social Media to market your business (2 SPOTS LEFT) </li></ul><ul><li>Wednesday 28 July 2010 - Adelaide, SA How to use a Blog to market your business </li></ul><ul><li>Wednesday 4 August 2010 - Adelaide, SA How to rank No. 1 on Google and the other search engines   </li></ul><ul><li>Wednesday 11 August 2010 - Adelaide, SA How to use Email to market your business </li></ul><ul><li> </li></ul><ul><li>We also do web strategy consulting, search engine optimisation, web design and development </li></ul>3 hours duration Only 6 participants max. per workshop Intensive, hands-on tutleage with a laptop and wireless internet connection $99 per person per workshop Book online at my website