Bigger than Google in 2009

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What's bigger than Google in 2009 and how to spot the next big thing.

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  • Do you see a connection here?
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  • You may recall P&G poo pooed Facebook a little while ago because they didn’t think it was right. Having not been on there this was just someone’s naïve opinion.
  • Bigger than Google in 2009

    1. 1. What’s Bigger than Google in 2009? [and how to spot the next big thing] Mike Groves Client Services Director
    2. 2. CheezeDMG | Who are we? • CheezeDMG is an award winning full service digital direct marketing agency • Delivering successful digital direct marketing campaigns since 1999 • Part of DMG the UK’s leading digital marketing agency group • We focus on driving sales, revenue, ROI and profit for our clients Last year: • Google Adwords Qualified Company • £320 million of client revenue generated. • Yahoo Ambassadors • 50 million clicks. • Microsoft adExcellence Qualified • Over one million keywords. • Over one billion display impressions • Members of the IPA • Members of the DMA We achieved an average ROI of £20 for every £1 • Members of SEMPO spent across our client base
    3. 3. CheezeDMG | What do we do? We’re a full service digital direct marketing agency We specialise in delivering response driven, targeted and measured digital marketing campaigns We focus on driving sales, revenue, ROI and profit for our clients
    4. 4. CheezeDMG | Who do we work with?
    5. 5. What’s going to be bigger than Google in 2009?
    6. 6. What’s going to be bigger than Google? • Facebook? • You Tube? • Twitter? • Cuil? • Wolfram Alpha? • Or something we’ve not heard of yet? • Who knows?
    7. 7. What defines ‘big’? - When do we pay attention?
    8. 8. What defines big? Is it audience size?
    9. 9. What defines big? Is it market share?
    10. 10. What defines big? Is it usage?
    11. 11. What defines big? Is it column inches?
    12. 12. What defines big? Is it monetisation and revenue?
    13. 13. What is currently ‘big’?
    14. 14. What is currently ‘big’? Top Sites by Brand Rank: Unique Audience Unique Rank Rank Brand Audience Feb09 Jan09 (000) Google 1 31,028 1 MSN/Windows Live 2 23,911 2 BBC 3 19,898 5 Microsoft 4 19,385 3 UK Active Online Universe 35,289,501; Source: NetView UK, Feb09 (Internet Applications Included, Home & Work) Yahoo! 5 18,723 4
    15. 15. What is currently ‘big’? Top Categories Unique Rank Rank Rank: Unique Audience SubCategory Audience Jan Dec (000) Search 1 32,123 1 General Interest Portals 2 30,193 2 & Communities Software Manufacturers 3 25,315 4 Member Communities 4 25,006 3 UK Active Online Universe E-mail 5 23,355 5 35,289,501; Source: NetView UK, Feb09 (Internet Applications Included, Home & Work)
    16. 16. What is currently ‘big’? Time Spent Online Search doesn’t make the top 10! Note: Previous month ranking in between brackets UK Active Online Universe 35,289,501; Source: NetView UK, Feb09 (Internet Applications Included, Home & Work)
    17. 17. Who decides what is ‘big’?
    18. 18. Who decides what is big? YOU! THE CONSUMER
    19. 19. Who decides what is big? • Google - initial market share grown by usage and recommendation - not advertising • MySpace - users • Facebook - users • Stumble Upon - users • Twitter – users • The next big thing?
    20. 20. How can we ensure we spot the next big thing?
    21. 21. We can’t be on every new site
    22. 22. Ten Tips for Spotting & Harnessing the next ‘big thing’
    23. 23. 1. Be in it to win it
    24. 24. 1. Be in it to win it • Pick your channels & join in • Your business can take a ‘passive’ role in these communities • Team members can be active without flying the brand flag • Understanding from within is 10 x more valuable than reading about it from outside
    25. 25. 2. Group channels into formats
    26. 26. 2. Group channels into formats for better understanding • Video: 12 Seconds, Phreadz, Seesmic etc… • Microblogging: Twitter, Jaiku, Plurk, Identi.ca etc… • ‘Social Networks’: Facebook, Myspace, Bebo, Twine etc… • Content: Alltop, digg etc…
    27. 27. 3. Listen
    28. 28. 3. Listen • There are some very big hints out there! • The consumer is already telling us what they want and what they like • We need to understand this before we jump in • Tools like Blogpulse and Radian6 can help gain an understanding of what people are talking about • But you also need to look at the current ‘trending’ topics
    29. 29. 4. Move Quickly!
    30. 30. 4. Move Quickly • If something starts trending, get someone to jump on it. • Being in, will give you greater understanding than watching from the sidelines • Remember: you can have a passive presence
    31. 31. 5. Interact with your audience
    32. 32. 5. Interact with your audience • If you are on Twitter, plan what you are going to use it for • Follow others, listen to what they have to say. • Comment on and engage with others in your stream • Ask them what they would like to hear • If you are open, you will learn more and gain more from the channel than simple broadcasting • Develop a communications strategy • Enrich it with your consumers’ opinions • Ask them what other networks they are on – find out where else they would like you to be
    33. 33. 6. Play to the channel’s strengths
    34. 34. 6. Play to the channels strengths • Facebook users are looking for multimedia content, interaction & dialogue • YouTube users are looking for engaging content • Twitter users are looking for the personal angle, the ‘behind the scenes’ • Ensure you take each aspect of your content and maximise to the right channel • Ultimately not every channel will be right for your brand • Some channels may surprise you • Let the actions & results define the strategy, not your personal opinion
    35. 35. 6. Play to the channels strengths
    36. 36. 7. Offer users a reason to connect
    37. 37. 7. Offer users a reason to connect • Reward your fans or followers….
    38. 38. 8. Do your groundwork
    39. 39. 8. Do your groundwork • Think about why you want to be involved • Listen to / understand consumer opinion? • Communication / dialogue with key influencers? • Brand / PR value? • Sales? • TEST, TEST, TEST • Investment should be tempered for each channel • Establish measurement and evaluation criteria • Work out how you are going to track your chosen criteria • Think about what success looks like and agree the criteria for roll out • Be ready to move quickly
    40. 40. 9. Keep an open mind
    41. 41. 9. Keep an open mind • Don’t be afraid to take part • Don’t be afraid if sometimes you don’t ‘get it’ • Not every channel will be a success • Some channels may surprise you • Consumers don’t always do what we expect them to • The ‘best’ technology doesn’t always win • Watch, listen and engage and be prepared to go with the flow
    42. 42. 10. Pay Attention!
    43. 43. 10. Pay Attention! • It will be the consumer that decides what the next big thing will be • They will be so excited they will talk about it and actively consume it • If you are connected, engaging and paying attention you might be able to spot and harness the next big thing
    44. 44. Ten Tips for Spotting & Harnessing the next ‘big thing’ 1. Be in it to win it! 2. Group channels into formats 3. Listen 4. Move quickly 5. Interact with your audience 6. Play to the channel’s strengths 7. Offer users a reason to connect 8. Do your groundwork 9. Keep an open mind 10. Pay attention
    45. 45. Conclusion • What’s going to be bigger than Google in 2009? • The consumer • What is the next big thing? • We have some ideas, but we don’t decide • We have a ‘bundle’ of sites we watch • But ultimately the consumer decides
    46. 46. Connect with us www.cheezedmg.com Mike.groves@cheezedmg.com www.cheezedmg.com/blog @cheezedmg @mikegroves www.cheezedmg.com/facebook www.cheezedmg.com/blog http://www.slideshare.net/cheezedmg

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