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Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation
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Jisc RSC Eastern Web 2.0 Your new business partner? Apr 2010 '"Why" you need to be using web 2.0 tools for marketing' Presentation

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"Why" you need to be using web 2.0 tools for marketing.

"Why" you need to be using web 2.0 tools for marketing.

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  • Copyright Michael Ryan
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    • 1. Web 2.0 Your new business partner? Malcolm Johnston Director, Re-Formation Associates Ltd Associate Lecturer Ashcroft International Business School, ARU malcolmajohnston@hotmail.com 07767 754022 © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 2. • Don Tapscott at RSA London © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 3. The agenda – Why this is relevant to you? – How does “Web 2.o; Your new business partner” fit in to a business strategy? – Mainly tools for promotion to/ interaction with prospects and customers • • • • • Contact Management Email Website Podcasts, Blogs and Webinars Social media © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 4. A personal challenge that is primarily dependent on age?! • Technology is only technology to those who were born before it was invented • Baby boomers are *recent immigrants • Gen X and Gen Y are settlers and • Your generation (Gen D or Gen N)* are natives * Digital Natives, Digital Immigrants By Marc Prensky From On the Horizon (NCB University Press, Vol. 9 No. 5, October 2001) © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 5. • Why is this relevant to you? – A rapid run through some academic support for implementing a programme to improve your relationships. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 6. Relationships – more important now • ―The basic values of RM should include the acceptance …of interactive relationships and a win-win situation; of both the buyer and the seller and other parties being drivers of a network of relationships; of long-term relationships being advantageous to the parties involved; and of the customer being a co-producer of value and a partner.‖ » Gummesson E, ―Relationship marketing as a paradigm shift: some conclusions from the 30R approach‖ Management Decision 35/4 1997 • ―Marketing has moved from a goods-dominant view to a servicedominant view in which intangibility, exchange processes and relationships are central.‖ » Vargo S and Lusch R ―Evolving to a new dominant logic for marketing.‖ Journal of Marketing Vol 68 Jan 2004 • ―Relationships become resources because they contribute to the organisation‘s ability to efficiently and effectively produce market offerings that have value.‖ » Hunt et al 2006 quoted in Egan, J 2008 © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 7. Relationships – more important now • ―The basic values of RM should include the acceptance …of interactive relationships and a win-win situation; of both the buyer and the seller and other parties being drivers of a network of relationships; of long-term relationships being advantageous to the parties involved; and of the customer being a co-producer of value and a partner.‖ » Gummesson E, ―Relationship marketing as a paradigm shift: some conclusions from the 30R approach‖ Management Decision 35/4 1997 • ―Marketing has moved from a goods-dominant view to a servicedominant view in which intangibility, exchange processes and relationships are central.‖ » Vargo S and Lusch R ―Evolving to a new dominant logic for marketing.‖ Journal of Marketing Vol 68 Jan 2004 • ―Relationships become resources because they contribute to the organisation‘s ability to efficiently and effectively produce market offerings that have value.‖ » Hunt et al 2006 quoted in Egan, J 2008 © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 8. Four types of marketing asset • Marketing Knowledge – skills, systems and information • Brands – strong brands often earn premium prices and can be enduring cash generators • Customer Loyalty – loyal customers buy more, are cheaper to serve, are less price sensitive and refer new customers • Strategic Relationships – channel partners provide access to new products and markets Prof Malcolm McDonald © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 9. Dimensions of competence Customer Intimacy PROSPERITY SUCCESS SURVIVAL Operational Excellence © ReFormation Associates Ltd 2000-10 all rights reserved. Product Leadership McDonald 2007
    • 10. • Customer management/ sales – – – – • Distribution – – – • – – – LinkedIN, all social media Shareware Price – – – • All social media, RSS, TXT On line & “ether” advertising Web – customised interfaces/ responses SEO, PPC RFID LinkedIN People – – • RFID, EDI, telemetry Auction sites Web Promotion – – – • CRM Email, TXT, all social media, RSS Data management and mining Web analytics SIMpay, CHIP Demand pricing automatic E-procurement, reverse auctions Product and service – All of the above! © ReFormation Associates Ltd 2000-10 all rights reserved. Communication speed Communication volume Horizontal communication Mass customisation = Prosumerism
    • 11. Stakeholders/ audiences data flows • Suspects • Prospects • Customers • Clients • Advocates • Opinion formers • Shareholders • Investors • The community in which you operate • Employees – now and future © ReFormation Associates Ltd 2000-10 all rights reserved. High volume High value Highly variable
    • 12. Capture and analyse that data! Strategy development process Target audiences Contact Management System Data Mining Activity Analysis On-line & Off-line Feedback Market Research Suspects Prospects Customers Clients Advocates Opinion formers Shareholders Investors Community Employees © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 13. Key drivers for online growth • Broadband • Online evolution • Social networking sites • Measurement & web analytics © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 14. Growth in communications International telephone traffic Billions of minutes 140 120 100 80 60 40 20 0 Yr 1990 Yr 2008 •1990 - 1.7 internet hosts per 1,000 people •2006 - 136 internet hosts per 1,000 people 1990 - 2 mobile phones per 1,000 people 2006 - 341 mobile phones per 1,000 people © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 15. UK internet trends in 2007/8 • • • • Britons are the most active Web users in Europe and spent an average 36 minutes each online every day in 2007, up from 14 minutes in 2002 75% of 11 year olds have their own TV, games console and mobile phone 66% of children do not believe they could easily live without a mobile phone and the internet Some 15% of UK households have a digital video recorder and 78% use it to fast-forward through advertisements • Some 16% of over-65s use the Web. They surf for 42 hours every month, more than any other age group. One-quarter of UK Web users are over 50 • • 66% of phone owners use its alarm function instead of a clock 93% of UK adults have internet access at home, aged under 70 and have a degree or equivalent qualification • 41.8 million UK consumers shop online (69% of UK’s adult population) • 98% of journalists go online daily, 73% specifically seeking press releases © ReFormation Associates Ltd 2000-10 all rights reserved. Wall et al 2010 & GOSS own data
    • 16. Statistics on internet usage • Over 200 million users in Europe • 144 million Europeans use the Internet at least once a month • Germany, UK, France and Italy account for 63% of all European users online • Number of Internet users in China 45.8 million (2002) © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 17. ―If you ask me nicely for a brochure I‘ll send you one‖ One-step model of communication. T = member of the target audience © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 18. ―Everything is available To everyone All of the time‖ A model of marketing communications in a computer-mediated environment . © ReFormation Associates Ltd 2000-10 all rights reserved. Source: From Hoffman and Novak (1996); reprinted with permission from the Journal of Marketing, published by the American Marketing Association
    • 19. • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • Spring 2010 seminars Business Media http://www.slideshare.net/rsachelmsford Website Wikispace, wikidot Delicious.com????? WeAreMedia: Participating in the conversation?????? Blogger.com???? Beth Kanter social media strategy map??? How to plan business media for an organisation Get full commitment from the CEO and Board – get them using it……they cannot fly the plane if they have only ever been passengers Clarify and agree audiences, contributors, objectives – Acquisition (e.g. new visitors per month) – Activation (e.g. happy user experience measured by visitor ―sign ups‖) – Retention (e.g. users come back….x% of users come back within a given period) – Referral (e.g. users like product or service and refer to others in/ outside community – avge user ―recruits‖ 0.2 others) – Revenue (e.g. average value / user >£5) This may result in/ can facilitate the driving of a new company culture……are you and the board ready? Establish People and Processes Build the cost of technology into current budgets – this is not separate to marcoms but part of. Integrate with other marcoms and consider how business/ social media could be used to help with other projects Tell stories internally about how successful and useful the use of new media is Revisit your objectives after a few months……are they still realistic and can you now define how you will measure ―success‖ It‘s a marathon not a sprint Remember if you don‘t use these new technologies you cannot engage with your audiences who are using them Videos Cost 30 years ago for 7 mins of video £21,000 Cost now – professionally produced £3,000 Cost now for a video clip of 30 seconds £300 Mino video camera £130 1 hour‘s video – code available on youtube??? Ning???? Script Lance??? WordPress??? TweetTags?? Addictomatic???? – a dashboard for social media coment?? Free Facebook, Twitter, Wordpress, Google Cheap Ning, Yammer, Typepad How to manage an online community decide what you want to achieve with the community and other user-generated content Consider the community‘s legal Ts and Cs (overseas legislations) – get Ts and Cs checked by a lawyer Create user guidelines including a Help function Do you need a moderator or is it self moderating? © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 20. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 21. Customer relationship marketing / management (CRM) ‗The IT-enabled integration of data across multiple customer contact points to enable the development of offers tailored to specific customer needs‘ © ReFormation Associates Ltd 2000-10 all rights reserved. McDonald 2007
    • 22. Contact management/ CRM • First steps in moving from a product or project centric ethos are; – To ensure that your company culture is focussed on the customer and only then – To invest in a contact management system to help your business achieve ―technology enabled relationship marketing‖ » Little and Marandi 2003 • PS….don‘t forget the associated broadcast email package and to link CRM and your web presence © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 23. Some of the many 100s available • • • • • • SAGE CRM Netsuite Salesforce.com SuperOffice Goldmine Onyx • Oracle CRM • Microsoft CRM • SAP CRM © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 24. Broadcast but tailored email • Ikea has 170,000 loyal ―family‖ members • Only 40% of products are in the catalogues • Drive to increase sales of the 2,500 products that aren‘t in the catalogue • Interactive email/ newsletter allowed recipients to tailor the newsletter • Up to 25,000 variants of the elements within the newsletter are possible • 42% more visitors at PoS • 18% increase in sales from newsletter recipients © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 25. E-mail broadcast do‘s and don‘ts • • • • • Do write a subject line that catches the eye Do get a feel for the frequency of messages your customers expect Do set up automated e-mails for birthdays and product lifecycles Do learn your competitors‘ e-mail trends Do make it easy to link your email to social media sites to drive viral marketing • Do use mother-tongue linguists to translate territory-specific e-mails • • • • Don't e-mail out of the blue – less is not necessarily more Don't spam people who aren‘t interested Don‗t try to cheat customers into opening e-mails Don't think that because it‘s cheap it deserves less attention than other mediums • Don't overdo automatic e-mails – people don‘t like feeling big brother is watching © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 26. Web 2.0 tools that count – what is important 58 Web services 32 Social networking 31 Blogs 26 Wikis 20 Video sharing 18 Podcasts 16 RSS 12 Peer-to-peer 9 Prediction markets 8 Rating Mash-ups Tagging 7 6 Source © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 27. On the net branding is more than logos and colour schemes; it is about creating experiences and understanding customers » Hollensen, S 2008 © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 28. On-line strategy • Get full commitment from the CEO and Board – get them using it……they cannot fly the plane if they have only ever been passengers • Clarify and agree audiences, contributors, objectives – Acquisition (e.g. new visitors per month) – Activation (e.g. happy user experience measured by visitor ―sign ups‖) – Retention (e.g. users come back….x% of users come back within a given period) – Referral (e.g. users like product or service and refer to others in/ outside community – avge user ―recruits‖ 0.2 others) – Revenue (e.g. average value / user >£5) • This may result in/ can facilitate the driving of a new company culture……are you and the board ready? © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 29. Online strategy objectives • Drive traffic to your site and convert them to customers – Create stickability • • • • • • • • • • • • • • • • • Sign up to a newsletter/ receive press releases Request a demo Follow you via social media Download a fact sheet/ white paper Vote on a poll Download a podcast/ sign up for a webinar Add your website to RSS feed Stay on your site for x minutes Personalisation (www.bbc.co.uk / www.igoogle.com) Forums and blogs and vlogs Search and real time interaction (www.brittany-ferries.co.uk/holidays) Widgets/Gadgets (bits of other sites embedded in yours) Mobile web (iPhone – B2C, Blackberry – B2B, PlayStation Portable - B2K) RSS (really simple syndication) Mash ups (www.globrix.com ) Instant messaging and live help Links © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 30. Website design • • • Agency or in-house Invest time in your design brief The website is a business asset. – It should create a unique and identifiable relationship with the Brand and potential/existing customers. You should be asking questions such as: – How will the website positively reinforce the brand? – Within my sector how will the offering appeal to the particular customer segment I am trying to attract? – How will my brand, range of products and the online experience I am offering differentiate me from the competition? – Am I able to create a connection with the customer – so that the customer has engaged with my brand © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 31. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 32. Hints and tips – Put the thing that people want to do on the homepage – Integrated with all other campaigns or, for mini campaigns, set up a campaign microsite – Don‘t explain what your site is for – Use keywords in your content (to improve SEO) – Link to off-site articles and landing pages – A link is a promise – Make the process simple – you are taking your customers time – make their life easy – Make the process simple – your site is not a murder mystery – Apply the rule of 4 – Legal issues around ―usability and accessibility‖ © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 33. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 34. • P&G launched Vocalpoint in 2005 as a vehicle to spread the P&G gospel to its other core constituency-moms. • Vocalpoint now boasts over 600,000 ―connector moms‖ who receive coupons and new product samples in the mail and then share their experiences with upwards of 25-30 other women a day (the average mom speaks to just five). • According to a May 29th 2006 Business Week article, Vocalpoint promotions have seen unit sales in test locations double. » Ferguson, R – Journal of Consumer Marketing 2008 WoM is the best form of marketing communications a company can stimulate © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 35. Hints and tips – Put the thing that people want to do on the homepage – Integrated with all other campaigns or, for mini campaigns, set up campaign microsite – Don‘t explain what your site is for – Use keywords in your content (to improve SEO) – Link to off-site articles and landing pages – A link is a promise – Make the process simple – you are taking your customers time – make their life easy – Make the process simple – your site is not a murder mystery – Apply the rule of 4 – Legal issues around ―usability and accessibility‖ © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 36. Deliver good customer experience • Top 10 criteria for easy to use sites providing a good customer experience: – Site is easy to navigate – Secure for payment – Ease of login – Speed of checkout process and shopping cart flexibility – Clarity of product pictures, and zoom in – Pages load quickly (max 3 seconds) – Product and service descriptions are clear concise and accurate – Search function – Recommendations from others on products – Industry body recognition NB: These vary in weighting depending on experience of online shoppers e.g. speed and ease increases in importance with the experience of the online shopper © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 37. Growth of the prosumer! • Research has also found that people are quite willing to share their good and bad experiences with family and friends and often do citing: – Poor site performance e.g. error messages, slow rate of rendering the pages – High postage/delivery charges – Cluttered up sites – Asking for too much information • Shoppers are willing to take business elsewhere and will not revisit a poor site • The standard for your site may be set by a business in a different industry • Overall message is user empowerment! © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 38. Blogs • Thought leadership • What are competitors and your business community doing • Listen for weeks or months • Identify information that you want to use your blog to highlight • Identify other contributors to the blog(s) and what they can contribute….how will you ensure the messages are congruent • What are your goals for the blog as part of your overall comms plan • How often will you post….. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 39. Blogging ctd. • Do a trial run to ensure frequency and content are tested and OK – months • Announce your blog via all media that you use (and some you haven‘t) • Remember – you cannot interact or transact until you are able to have a conversation and all relationships start with a conversation. • All networks or communities have their nuances – listen actively for the nuances of your customers‘ ―communities‖. • You are joining their community not vice versa. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 40. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 41. Blog Podcast Webinar ―Event‖ Face book it Tweet it Digg it LinkedIn © ReFormation Associates Ltd 2000-10 all rights reserved. Off-line PR Internal Marketing On-line PR Website(s) Links PPC On-line Ads
    • 42. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 43. What is Digg? • Digg is a place for web users to discover and share content from anywhere on the web. ―From the biggest online destinations to the most obscure blog, Digg surfaces the best stuff as voted on by its users.‖ • Everything on Digg — from news to videos to images — is submitted by web users. • Once something is submitted, other people see it and ―Digg‖ what they like best. If a submission receives enough Diggs, it is promoted to the front page for millions of other visitors to see. • There‘s also a conversation that happens around the content around 8 categories – Technology – World and business – Science – Gaming – Lifestyle – Entertainment – Sports – Offbeat © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 44. Podcasts and webinars • • • • • • • • Both technically come of age Moderate outlay if you do it in-house Helps position you as the thought leader Integrated with your other marcoms tools What are your competitors doing? Ask your customers It will be perceived as ―news‖ so make it newsworthy Time consuming but if customers like it – a good way to develop a community © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 45. Slide bits You gain an audience and their data (and possibly get a chance to educate and differentiate) © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 46. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 47. On-line co-operation and collaboration © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 48. • Mobile cellular has been the most rapidly adopted technology in history. Today it is the most popular and widespread personal technology on the planet, with an estimated 4.6 billion subscriptions globally by the end of 2009 • Mobile broadband subscriptions overtook fixed broadband subscribers in 2008, © ReFormation Associates Ltd 2000-10 rights reserved. highlighting the hugeallpotential for the mobile Internet
    • 49. Summary so far… • Online marketing opportunities and spend is continuing to increase • Increased internet usage is creating great opportunities to capture and interact with the customer online • Greater interaction = deeper relationships = enhanced brand …….move towards the customer co-creating* your brand with you! * Payne et al ―Co-creating brands: Diagnosing and Designing the Relationship Experience Journal of Business Research 62/3 March 2009 © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 50. Deloitte 2009 Tribalization of Business Study © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 51. Where are we, where are we going • 75% of executives plan to maintain or increase investments in ‗Web 2.0‘ technologies – » McKinsey Global Business Survey • There is an expectation by consumers that businesses will communicate with them via these technologies. © ReFormation Associates Ltd 2000-10 all rights reserved. 51
    • 52. What is social media? • It is media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques. • It uses Internet and web-based technologies to transform broadcast media monologues (one to many) into social media dialogues (many to many). © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 53. Digital engagement and Social Media © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 54. Clouds of conversation © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 55. Social media strategy •Objectives •Audiences/ communities •Integrate •how to connect your various online efforts, and online + offline activities? •Culture Change •how to get your organisation to loosen up and adopt a social media strategy, and the very different way of interacting with people online that it entails? •Capacity •who, what, where, how... •Tactics and Tools •what are the best tools to use to reach your target audiences? •Measurement •how will you gauge success? what information will you collect and how will you use it to learn and improve? •Experiment •how can you get started, get your feet wet with this new stuff a little bit at a time? © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 56. Web 2.0 – offsite marketing • Where does your audience live? – – – – – – – – – – – – – – www.econsultancy.com - forums and blogs www.LinkedIn.com - business networking www.twitter.com – micro-blogging www.facebook.com -social network www.youtube.com – video sharing www.myspace.com - social network www.flickr.com – picture sharing www. digg.com - social bookmarking www.bloglines.com – social aggregator www.technorati.com – blog aggregator www.blogsearch.google.com - blog search www.slideshare.com – PowerPoint sharing www.onlinemarketingwiki.com – Wikis www.mashable.com - aggregator of social media news © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 57. Trust • 66% of internet users now visit social networks • User trust in advertisements and product placements - 25% • User trust in reviews of a product or service posted on a company‘s • own website – 8% User trust in consumer opinion posted online – 60-70% • Source Forrester Research and Ipsos MORI • Nielsen White Paper July 2009 • Number of people in the UK who have bought a product or service • directly because of comments posted on the internet by other consumers - estimated 9.7 million A recent survey of over 18s across Europe rated online recommendations higher than recommendations from friends and family in terms of importance when making a purchasing decision • – Durrants White Paper April 2010 Conclusion – prosumers trust each other, not you! © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 58. •Consumers are 67% more likely to buy from the brands they follow on Twitter •Consumers are 51% more likely to buy from a brand they follow on Facebook •Moreover, they‘re 79% more likely to recommend their Twitter follows to a friend, and 60% more likely to do the same on Facebook: •Of course many people actively seek out the brands they‘re already fans of and follow or fan them on Twitter and Facebook. •But there‘s still much to be said for the mindshare that engaging those existing brand enthusiasts on social media sites creates, in turn keeping them active. •Plus, many consumers across a wide variety of demographics have negative perceptions of brands that aren‘t using social media. •Social media is becoming a competitive advantage for those that are participating, and an increasingly major weakness for those that aren’t. © ReFormation Associates Ltd 2000-10 all rights reserved. Chadwick Martin Bailey and iModerate Research Technologies 2010
    • 59. Identifying your social media • The masses – Facebook 100m+ unique users – – – – • When 18-24 year olds in UK were asked how they would spend 15 minutes of free time, 45% claimed they would check out their favourite social networks. Twitter 20m+ unique users Bebo 10.7m+ unique users MySpace 10.1m+ unique users LinkedIn 12m+ unique users • Niche networks – Industry specific networks and forums e.g. http://mediapro.foliomag.com/ – A-List blogs – Industry influencers (where do they spend their time?) © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 60. Identifying your social media • The masses – Facebook 100m+ unique users – Twitter 20m+ unique users – Bebo 10.7m+ unique users – MySpace 10.1m+ unique users • 17 million photos and 105 thousand videos are uploaded onto MySpace each day – LinkedIn 12m+ unique users • Niche networks – Industry specific networks and forums e.g. http://mediapro.foliomag.com/ – A-List blogs – Industry influencers (where do they spend their time?) © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 61. Youtube Google UK Twitter Facebook © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 62. Google Buzz: Good for business? • • • • What is Google Buzz? – Google has added another weapon to their arsenal in Google Buzz. it is essentially an effort by Google to become more social, allowing Gmail account holders to share anything they find interesting, either publicly for the world to see or privately with a select group of contacts within their Gmail address book. Additional features include Google Buzz for mobile, which tags the location of the person who has just posted a buzz and the ability to integrate a Buzz with Twitter and Flickr. Who is it for? – Seen by many as the Facebook/Twitter killer, Goole Buzz operates on the same basic principles as its competitors: share your activities, follow other people‘s activities and share content from around the web. – As it is integrated into Gmail accounts, over 175 million people will automatically have access to it. However this doesn‘t ensure that it will succeed, especially with such stern competition in Facebook. With over 400 million active users, Facebook‘s popularity is booming and it is fast becoming a substitute for email and instant messaging. Google Buzz & business – Companies have found a way to target specific audiences on websites such as Youtube, Facebook, Myspace and to a certain extent on various blog sites. Businesses are slowly learning to use Twitter as a marketing tool, with companies funding various high profile people to endorse their products or setting up their own profiles to promote themselves. – The use of location tagging on Buzz adds an interesting twist to messages and postings. Users can post information about the location that they are in; creating an interesting read when looking at different locations and searching for interesting activities. It‘s foreseeable that businesses will use this feature heavily to promote their products, new shops, special events and special offers from their various stores locations. Marketing campaigns based on popular topics, user surveys and current events will also be utilised, much in the same way as they are used on Twitter. – A downside to Google Buzz is that a user must be a Gmail account holder to use it. Most companies now have their own ‗corporate‘ email accounts and to have to switch to an unsecure email provider would be a massive obstruction to companies wanting to use the service. The future – Google Buzz is possibly their boldest effort to integrate into the social media world. However, with users and companies having already invested countless hours of time and money into the more popular social sites, it remains to be seen if there is room for yet another social site. The tagline for Google Buzz is ―a Google approach to sharing‖, whether Facebook and the other giants of the social world are willing to share is another question. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 63. Blog Podcast Webinar ―Event‖ Face book it Tweet it Digg it LinkedIn © ReFormation Associates Ltd 2000-10 all rights reserved. Off-line PR Internal Marketing On-line PR Website(s) Links PPC On-line Ads
    • 64. Facebook overtakes Google • Figures for the week ending March 13th 2010 showed that the social-networking site accounted for 7.1% of the country‘s traffic, compared with Google‘s 7.0%, the first time it has had a weekly lead. • However, with revenues of $23.7 billion last year, Google remains easily the more profitable of the two. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 65. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 66. Cadbury discontinued Wispa bars Facebook campaign demanded its return 23m Wispa bars sold in 1st week back 816,996 fans Adverts © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 67. Adverts 70,468 fans © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 68. Events linked to email Adverts © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 69. 19,378 followers © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 70. The Big Knit Hat of the Week vote.. Please choose which of the two below hats you think should be crowned our latest Big Knit 'Hat of The Week'. Both of this week's hats were chosen from our big knit flickr group, upload your photos and we'll do a prize giving ceremony for the best pics soon. Dennis the Menace Submit © ReFormation Associates Ltd 2000-10 all rights reserved. 'Homer's odyssey' hat by Merriwen2009
    • 71. In June 2009 the site had 600,000 followers who had generated $3m in sales since inception © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 72. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 73. Twitterati – use it for……. LorenSorensen 1.Very poor customer service in H&M today. Resulting in excellent customer service from their head office. Shame their front line are shite! londoneating 1.RT @gugroup: THE GRAND UNION CAMBERWELL GROVE LAUNCHES TONIGHT 6PM FREE MojoSavings 1.Scotch Tape Printable Coupons: Here are some great printable coupons for scotch tape products! $1/1 double .. http://bit.ly/fcVqj © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 74. Even DfES uses © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 75. •24 hours of video is now uploaded to YouTube every sixty seconds. •Every second you are browsing YouTube, a full 24 minutes of video is uploaded to the site. •More than two million minutes of video (or 34,560 hours) is now uploaded onto YouTube per day. •The Google-owned video site even provided a graph depicting its growth: • May 2008, users were ―only‖ uploading 12 hours of video per minute. •In less than two years, YouTube has doubled that influx of content. There‘s no sign of it stopping © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 76. Social media can hit you where it hurts! http://www.youtube.com/watch?v=5YGc4zOqozo $1,500 of damage United refused to compensate Protest song had over 400,000 hits in 72hrs …they got their compensation …and an apology! © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 77. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 78. • Networking for business professionals • Primary objective is to put recruitment consultants out of business • Can raise your own profile if a sole trader – Profile – Any changes will be notified to all your contacts and their contacts – Endorsements – Use the applications provided – Join groups – Take part in debates © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 79. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 80. LinkedIn statistics  Over 60 million professionals Europe 24% – ~2 million members join/ month – Roughly 1 new sign-up/ second      In English, Spanish, French, German Average age 41 Ave HH income $110k 95% of users have a degree 49% of users are business decision makers  Latin America 3% Asia 8% Africa 1% Middle East 1% WSI White Paper 2009 Oceania 2% Other 0% © ReFormation Associates Ltd 2000-10 all rights reserved. North America 61%
    • 81. Monitoring social media activity - free 1. 2. 3. 4. 5. 6. 7. 8. Trackle - Trackle started out as newsletter service, enabling anyone to create a free email newsletter on any topic, which would then be automatically created from web content and delivered regularly. They also offer a corporate version which includes a basic social media monitoring tool, which delivers daily updates to your inbox. Trackle offers a 30 day free trial, but it‘s only $9.99 afterwards anyway. Within that price you can track 10 keywords/phrases. The Premium version is $99 for unlimited keywords. TweepSearch -The service enables you to analyse your Twitter followers to find out who‘s influential on which topics. If you like playing with Boolean search queries to get really interesting results, it‘s the Twitter Profile monitoring tool for you. FollowerWonk –It searches Twitter profiles for keywords in the same way as Tweepsearch, albeit with an easier interface (there‘s a handy field for entering locations, rather than having to use search terms) but it produces the results in a more comprehensive way. As a result, one of the nicest features (which probably isn‘t intended) is that you can easily copy and paste the results into a spreadsheet. Klout - One of the most user-friendly and more serious Twitter ―influence monitoring‖ tools on the market is Klout.com. You can search for a specific topic and it gives you a list of the most influential Twitter users based on (what looks like) some fairly sophisticated mapping of their connectedness and ability to instigate re-tweets and mentions. If you put your Twitter details in Klout will use the same calculations to decide if you‘re a Casual, Connector, Climber or Persona (with Persona‘s being both connected AND influential). Realmon9 – This one‘s in the list on its pure potential alone. It‘s still in Beta, but it‘s a social media monitoring Google App. – which means, you can use it (for free) with any Google account. You can currently view a demo (you need to sign into your Google account to view it) and email to request a full account, but it looks to offer quite comprehensive listings. The developer, AJ Chen, is already working on plugging the app into Salesforce.com, to enable end-to-end CRM (the kind Radian6 and others are striving towards). One to watch! Tweetreach – Not new, but still a great site for blowing away Twitter sceptics in a single click. Just add a short URL from a popular Tweet you‘ve recently posted, click the button and it shows you how many people (and who) your Tweet was sent to. Great for identifying who your most valuable and viral Followers are. Cligs – This short URL company offers social media monitoring in a really simple and elegant way. Paste in your long URL and it gives you a nice short version, plus an HTML version and an HTML one with a title, if you want it. In addition to the usual number of hits, Cligs gives you the times of hits, geographical location of visitors, which search engine bots have found your ―clig‖, Twitter and FriendFeed mentions, blog and comment links, Ubervu – Ubervu‘s social media comparison site lets you see how you‘re ranking against your competitors in terms of social media reach and impact. It‘s basically like Compete.com, but for social media. Ubervu‘s main product is a freemium social media monitoring tool which is well worth a try. It‘s quite powerful, but takes a bit of getting used to. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 82. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 83. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 84. Outsourced monitoring • http://www.radian6.com/what-we-do/ © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 85. Outsourced monitoring and activity •http://www.redpeppermarketing.com/p_social media.html © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 86. © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 87. Blog Podcast Webinar ―Event‖ Face book it Tweet it Digg it LinkedIn © ReFormation Associates Ltd 2000-10 all rights reserved. Off-line PR Internal Marketing On-line PR Website(s) Links PPC On-line Ads
    • 88. How Should You Communicate? • Communication Style Intimate More Private Audience Spouse Partner Family Close Friends Platform Offline Conversation IM, Email INTIMACY Private Messages Friendly, Playful Professional None, General © ReFormation Associates Ltd 2000-10 all rights reserved. Friends Colleagues Strangers 12/1/2013 88
    • 89. Summary • ―Value is embedded in the co-creation process between the customer and the supplier. • The customer shifts from being a passive audience to an active player. • Value is created by experiences. • Brand relationship experience design involves the selection, planning and implementation of value-adding activities and experiences for the customer.‖ » Payne A, et al ―Co-Creating Brands: Diagnosing and Designing the Relationship Experience‖ Journal of Business Research 62/3 March 2009 • ―In relationship marketing terms, perhaps the biggest danger is to assume that technology can always effectively replace or enhance personal contact‖ » © ReFormation Associates Ltd 2000-10 all rights reserved. Egan J, ―Relationship Marketing‖ 2008
    • 90. Social media – in case you‘re not convinced! • http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=player_em bedded © ReFormation Associates Ltd 2000-10 all rights reserved.
    • 91. Thank you Malcolm Johnston Director, Re-Formation Associates Ltd Associate Lecturer AIBS malcolmajohnston@hotmail.com 07767 754022 © ReFormation Associates Ltd 2000-10 all rights reserved.

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