Train the Team South Leicestershire College 15 th January 2010
Objectives for the sessions Fully understand eChampions and its objectives for everyone Be able to explain the programme to potential beneficiaries Understand where the web (all of us) are heading online Be able to advise on benefits of web to businesses Be aware of the main eBusiness models/opportunities Know what to do next
08 income - ITV1 £1.32bn 08 income - Google PPC £1.3bn At the end of 2008 Google had passed ITV’s predicted total income for 08/09. A watershed moment - Google versus TV… 1956 ITV formed (Television Act) 1960-1995 totally dominant media 2000 valued at £5.3bn 10/08/2008 “ITV drops out of FTSE 100” ITV currently valued at about £1.5bn & sliding
Push vs Pull Marketing “ My 4 year old knows how to skip the ads. We’re in trouble” Push marketing (also known as interruptive marketing) - you push your message (views, ideas, products, services) on someone who has not asked for it. Old fashioned, failing, culturally becoming a relic due to web? Pull marketing - the user recognises value and subscribes to the service. Example are on-demand services, RSS feeds, newsletter subscriptions.
- How the web changed the world. Forever. Long-tail theory
“ Everything is being increasingly dominated by an tiny cohort of major corporations and global brands producing goods that are increasingly indistinguishable to each other . The result is an ever increasing struggle for small businesses everywhere” The audience is up to something Or is it?
http://www.youtube.com/watch?v=0Yku0GTrcuw Chris Anderson Long-Tail explanation http://www.youtube.com/watch?v=iHR1ieRRDKU
Anderson’s Long-Tail Theory So where’s the ‘new’ market?
Where’s the growth? What characteristics do the world’s fastest growing sites share? This is Web 2.0. We are now mid way through Web 2.0, this second era of the web
Free & OS embeddable website functionality Think that all this functionality comes at a high price? Think again. Trends Web 2.0, LongTail, Social Media (Social Networking), Open source, Citizen journalism, Widgets Tools Broadcast – Twitter, MailChimp… Publishing – Wordpress, Blogger… Video – Youtube, Viddler… Images – Flickr, Animoto… Document sharing – Slideshare… Social network – Facebook, Bebo, Orkutt… Review systems – Feefo… eCommerce – Magento and Open source… Interactivity – PollDaddy, Wufoo… Chat – Topbox…
- Exactly how is money made online? eBusiness Models
‘ Legitimate’ channels In the channel (eg wholesalers) Bulk splitters (eg sequins) Cataloguers (eg HallFast) Affiliates Signposters (eg Tamiflu online) Community merchants (eg BongoFury) ‘Legitimate’ Creators Creators (writers, graphic designers, creators of own IP) Offline service vendors (consultants, services etc) Online providers (designers, developers, SEO etc) Jonny’s eBusiness models A quick look at who’s making money online, based on a sliding scale of legality from legit to downright criminal…
Grey economy eBay bottom-feeders Arthur Daleys (eg list at inflated price) Offshore malingerers major and minor corporations Black hatters S crapers (contextual & user data, email address vendors) Malware designers, chain & data vendors Criminals Phishing & identity fraud Terrorists, money launderers, organised crime Nigerians with dodgy money that needs an account Misc fringe lunacy, fake personas and weeping/sex Groups targeting major corps, smes, and public Jonny’s eBusiness models
Classic eBusiness Models Are the changes underway conspiring to render your model obsolete or seriously disadvantaged? Think: is your current business vehicle or feelings in this section based on tradition, the status quo, or your convenience?
- The secret is, it’s all a numbers game. Monetising Search
Monetise key positions How many people venture beyond page 1 of the results? The drop off beyond page 1 is staggering. 90% of all people searching at Google click a page 1 result. All the other results pages put together share 10%
Monetise key positions in Google 1. Estimate cost reductions achieved by occupying a top position 2. Estimate increased T/O or Gross Margin that top position yields Great Bean Bags PPC (paid search) per year spend £100,000 Monetisation estimation 1 (cost saving from PPC) £100k @ £0.30/click = 333,000 click-throughs (website visitors) Google pos 1 for ‘bean bags’ =1.32m/yr Position 1 in organic listings = 1.32m x 42% = 500,000 visitors Conclusion: Organic position 1 saves over £100,000/yr Monetisation estimation 2 (T/O and Gross Margin) 4% conversion of 500,000 visitors = 20,000 customers GM of each sale £50, GM total 20,000 x £50 = £1m Conclusion: Position 1 is worth £1m in GM
Google’s UK traffic lookup tool https:// adwords.google.com/select/KeywordToolExternal Google Adwords Cost Per Click tool https:// adwords.google.com /select/main Boris, 4-2 down http:// www.youtube.com/watch?v =iWIUp19bBoA&NR=1 Shift Happens http:// www.youtube.com/watch?v =4Q75KhAeqJg&feature= player_embedded Chris Anderson Long-tail http:// www.youtube.com/watch?v =0Yku0GTrcuw Web 2.0 explanation http:// www.youtube.com/watch?v =6gmP4nk0EOE Prof Vivian Alice http://www.youtube.com/watch?v=iHR1ieRRDKU Free is the future http:// www.youtube.com/watch?v =RZkeCIW75CU&feature= fvst Widgets http:// www.youtube.com/watch?v =HRAmQ_m2asg Social media http://www.youtube.com/watch?v=MpIOClX1jPE Supermarket 2.0 http:// www.youtube.com/watch?v =e9MgHuitMwU Social media explained slideshow http://www.slideshare.net/themoleskin/crucial-conversations-in-social-media 5 Successful businesses using Social Media http://mashable.com/2009/10/21/social-media-small-businesses/ World map of internet http://www.newscientist.com/data/images/archive/2706/27062201.jpg eChampions website: www.echampions.co.uk eChampions event: http://www.youtube.com/user/axiscentre#p/u/20/djZFdIP8lYE Overview http:// www.youtube.com/watch?v =3O_XKwbO3C8 Interview http://www.youtube.com/user/eChampions#p/a/u/1/CnIUoRs7hVY Vodcast http://www.youtube.com/user/eChampions#p/a/u/0/E68EtYDMz9I AxisCentre website www.AxisCentre.com The eMarketing course info http://www.axiscentre.com/emarketing-course.html Blog http://www.axiscentre.com/trainer-jonathan-green-blog.php Videos of delegates at exit http:// www.youtube.com/user/axiscentre Links & resources