ι © philip@t7flondon.co.uk These are edits from presentations made by t7F LONDON during 2009
No one wants to
come to your site
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The new web
• A stating point is; no one wants to come
to your site
• However there are large amounts of
people talking online about the things
ι © philip@t7flondon.co.uk These are edits from presentations made by t7F LONDON during 2009
you make & sell
• Don’t shout ‘over here!’, take a moment
to listen to the existing conversation and
join in when your contribution can be
valuable
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ι © philip@t7flondon.co.uk These are edits from presentations made by t7F LONDON during 2009
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The digital donut theory
• Your brand’s presence on the web is like a donut
(stay with me on this)
• The jam in the middle is your 100% controlled
content, brand web site and blog
ι © philip@t7flondon.co.uk These are edits from presentations made by t7F LONDON during 2009
• The slightly dull filling are the web pages consumers
use to both travel to and from your site (referrers)
• The eye catching icing and sprinkles on the outside
is made up from clever SEO and web 2.0 mash-ups
of your content.
• This donut is served up to consumers in a box
owned by Google.
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Example: Travel company X
• Consumer in the market for a premium long haul
holiday.
• Seaches web for location and flight information
• Brand X has set free its content** across the web
ι © philip@t7flondon.co.uk These are edits from presentations made by t7F LONDON during 2009
• Consumer keeps coming across this content
• Consumer arrives at brand site pre-prepped for
purchase
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** = text reviews, photos, video, blog entries & replies, links etc.

ι © philip@nextdoorthinking.co.uk These © philip@t7flondon.co.uk These are by NEXTDOOR.
ι are edits from presentations made edits from presentations made by t7F LONDON during 2009
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Links for information about new web developments
Kosmix
New search engine, fab looking results page
Squidoo
Infolust
Single issue blogger type publishing platform
Search within a web site via contextual search
Hubpages
Wolfram Alpha
As above but with contextual ads
Very geeky ‘knowledge engine’ search, pretty
looking results
Meehive
Build your own news feed home page, including Kartoo
pictures & video
Another pretty search engine, good for peoples
ι © philip@t7flondon.co.uk These are edits from presentations made by t7F LONDON during 2009
names
Delicious
Bing
Best of the current book marking sites
Microsoft’s search engine, neat add-ons with
Twitter, ‘But-Its-Not-Google’ is rather true
Ning
Build your own private social network
Google Wave
Very cool new ‘thing’ from Google, even they
Cool Iris
don’t know fully how to describe what it does,
Very good looking picture and video search launching late summer
downloadable application, works either within your
own files or specifically across various search
engines, even Facebook
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Brands getting the hang of Twitter, a few examples.
“…The biggest challenge brands often
have to overcome isn't technology but
managing cultural change within the
enterprise.
With an ever-increasing number of brands
engaging in social media marketing in recent
years, companies need to not only be properly
budgeted but also well organized. Once brands
experiment with social activities, they must then
ι © philip@nextdoorthinking.co.uk These are edits from presentations made by NEXTDOOR.
organize from the inside out — or risk not
properly staffing or responding to customers.
Brands need to integrate social into their
companies by developing a safe place for
employees to experiment, creating a process to
manage and measure these programs, and
integrating social into other marketing and
enterprise systems. Above all, brands must
organize their companies in the hub-and-spoke
model, which allows business units to be flexible
with their social programs — but provides a
grounded center that enables the company to act
efficiently…” 8
Jeremiah Owyang of Forrester Research & web-strategist.com

This may be a good tool to use for
selling the idea of Twitter to
nonbelievers.
People Browser Good tracking tool for names, see
results for Iran from 26 June 2009, The unique nature
of instant news is well demonstrated here.
ι © philip@nextdoorthinking.co.uk These are edits from presentations made by NEXTDOOR.
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Niche brands can use Twitter to monitor and create
dialogue. Results for Bonham's auctions from 26 June
2009
ι © philip@nextdoorthinking.co.uk These are edits from presentations made by NEXTDOOR.
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ι © philip@t7flondon.co.uk These are edits from presentations made by t7F LONDON during 2009

If you have a spare hour (!) its worth running
‘Bonhams’ and ‘L S Lowry’ (or Festival of
Speed) through the various measurement
sites below, it appears auction users are quite
heavy Tweeters.
Tweet Deck Organsier tool for bringing multiple Twitter
accounts together, there is also an iphone application
version
ι © philip@t7flondon.co.uk These are edits from presentations made by t7F LONDON during 2009
Twitterville blog, soon to be book covering case histories of
brands using twitter
Tweetvolume Simple but very illuminating bar graph
measurement tool.
Co Tweet Brands like Starbucks, Ford and Oracle use this
business tweet search platform
Hoot Suit Another Tweet measurement and management
tool, good looking, easy to use.
Seesmic Another multiple account organsier, not as pretty
looking as the above.
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