websites = information about a product, topic or service
blog = place where one person facilitates a number of conversations generally about related topics. People can usually comment and contribute.
Social Media = the old town square. It’s a place like Facebook / Myspace / YouTube / Linkedin where people congregate to share thoughts and ideas.
Twitter = you ‘follow’ people of interest who make brief comments [max 150 characters]. Great to have a central point where you can see an array of comments and opinions as they happen.
SEO = Optimising the content and linking on your website so Google [and other browsers] index it well enough to be found by users searching the internet.
SEM = Similar to SEO but you pay for the privilege of being found + how the Google guys got REALLY rich.
Google reported revenues of $5.51 billion for the quarter ended March 31, 2009
The facts from the web… so they must be true!
http://www.internetworldstats.com/stats14.htm 9 year internet useage
2009 Facebook Demographics and Statistics Report: 276% Growth in 35-54 Year Old Users http://www.istrategylabs.com/2009-facebook-demographics-and-statistics-report-276-growth-in-35-54-year-old-users/
Online Ad Spend http://www.emarketer.com/Article.aspx?R=1005549
… 32% of clients surveyed said they had increased spending on SEO this year, some quite significantly. Agencies seem to be accelerating the trend with 50% saying that their SEO spend was considerably higher than last year... http://www.articlepool.com/advertising+the+way+of+the+web-124258
+ 95% of purchasing agents use the web to research products and services, B2B Magazine Survey. + 73% of executives depend on the Internet to learn about new products or services, Emarketer. + 184-million Internet users in America alone. When purchasing a product or service, 68.3% of Internet users utilize search engines during the consideration or research phase while 42.6% use search engines to make their decision, Enquiro. http://www.webpronews.com/topnews/2005/10/05/why-companies-shouldnt-rely-on-traditional-marketing
the Sartorialist [aka Scott Schuman]
“...there was a disconnect between what I was selling in the showroom and what I was seeing real people (really cool people) wearing in real life.”
+ Takes photos of people with great style on the streets of NY
+ Selected as one of Time Magazine’s ‘Top 100 Design Influencers’
+ Named as one of Askmen.com’s ‘Top 49 Men of the Year’
+ Monthly spot in GQ magazine
+ Travels around the world attending fashion events, recently was a guest at RAFW 2009, Sydney.
and LOTS more
+ Selling clothes online through her eBay store ‘Treasure Chest Vintage’
+ Started blogging in 2007 taking photos of herself in clothes she liked
+ Blog receives approximately 35,000 hits per day.
+ Invited to Alexander Wang’s show at New York Fashion Week 2008. Front row seat at Paris Fashion Week to see Emanel Ungaro show, guest at RAFW 2009, Sydney and much more.
+ Now designs for label RVCA
+ Number 1 footwear retailer on the web now diversifying into more products
+ Customer focused approach
+ 1999: Almost nothing - 2008: Over $1 billion
+ Zappo’s 23 year old CEO Tony Hsieh has 690, 834 followers on Twitter, now 690, 835 including me. http://twitter.com/zappos
BakerTweet in London
‘ Together Everywhere’ . European Football Championship + Puma + Celebrating together, wherever + Mobile phones connect fans + Fans download favourite team’s song as ring tone associated with a specific number + When a team scores Puma calls to trigger the cheer + Answer – on line with 10 friends or random fans of same team
+ Online bookings revenue up over 300% [average of last 2 months this year, over the same time last year]
+ Overall search traffic up 161%
+ Non branded search traffic 481%
+ Search traffic from Asia up 130%, Europe 120%
+ Search traffic on ‘Event’ keywords up over 1000%
+ Total Visits up over 100%
+ Average time on site up over 50%
+ Bounce rate 45% below benchmark of other Hotel sites
new outlet for product
where? need directions?
so how is this relevant
most of these examples have spent little more than ‘time’ to achieve considerable success
and all relied on word of mouth to help promote their product...
‘ citizen journalists’ and mass opinion is a new way of marketing and can create massive worldwide momentum.
so how do I grow my business, particularly in tough times?
start with a good product or service or opinion
make connections, talk about you and your product...
with passion, enthusiasm and humility
square circle triangle
our e-marketing platform
that enables normal people
to do very clever things
talk continues over tea & biscuit
at the pub, in the kitchen, in the boardroom
I wonder how many people will visit the sites I have been talking about
I have a headache...
fresh, interesting, relevant
google & people browsing will like what they see
more people will visit, and more importantly
people will link to your content from their bookmarks, site, blog twitter etc...
blog & email
different media connected = more than the sum of it’s parts.
thanks for your time.
see you online....
Don’t forget to say hi www.twitter.com/paul_wilson1 [email_address] www.sct.com.au www.twitter.com/sctmelbourne www.twitter.com/blocksglobal [email_address] Notes from this presentation available at http://blog.sct.com.au/