Aileen O'Toole AMAS

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Aileen O'Toole AMAS

  1. 1. Audiences: online and engaged Aileen O’Toole, Managing Director, AMAS New media, new audiences 25 November 2008 www.amas.ie
  2. 2. A quick introduction…. <ul><li>Former media executive </li></ul><ul><ul><li>20 years in business journalism </li></ul></ul><ul><ul><li>Co-founder, The Sunday Business Post </li></ul></ul><ul><li>Current roles </li></ul><ul><ul><li>Founder and Managing Director, online consultancy AMAS </li></ul></ul><ul><ul><ul><li>Publisher, State of the Net </li></ul></ul></ul><ul><ul><li>Non-executive director </li></ul></ul><ul><ul><ul><li>Chambers Ireland </li></ul></ul></ul><ul><ul><ul><li>Business in the Community </li></ul></ul></ul><ul><ul><ul><li>Interactive Advertising Bureau (IAB) Ireland </li></ul></ul></ul><ul><ul><ul><li>ASH Ireland </li></ul></ul></ul>
  3. 3. Company profile <ul><li>AMAS: online consultancy founded 2001, vendor-independent </li></ul><ul><li>Goal – enable clients to make strategic gain from the Web </li></ul><ul><li>Services </li></ul><ul><li>Retained by leading names in public and private sectors </li></ul>Strategy Content Research Marketing Audits Outsourcing Channel management Project management
  4. 4. Broadband
  5. 5. Source : 2006 Census
  6. 6. Internet use: growth rates Source: CSO Information and Society Telecommunications 2007
  7. 7. Marketing budgets follow the audiences
  8. 8. The Internet <ul><li>Your most important calling card </li></ul><ul><li>The quickest way to establish or lose credibility </li></ul><ul><li>Used well, it can be a flexible, cost effective way to </li></ul><ul><li>engage with your audiences </li></ul><ul><li>But it’s not just about your website ….. </li></ul>
  9. 9. 1. User sophistication <ul><li>Know your audiences. They’re </li></ul><ul><li>Spending more time online </li></ul><ul><li>Using richer applications </li></ul>
  10. 10. 2. Search <ul><li>Help your audiences to find you: </li></ul><ul><li>80% of content is found through search engines </li></ul>
  11. 11. 3. The network effect Tap into new ways to communicate and interact
  12. 12. 4. DIY advertising and PR Create campaigns on a shoestring
  13. 13. 5. Social networks Not just for the Bebo generation
  14. 14. 6. Content sharing Social bookmarking: powerful engines for viral and word-of-mouth referrals Video sharing sites help raise profile
  15. 15. 7. Internet on the move iPhone is to mobile Internet what iPod was to the MP3 player Users accessing content, services on mobile devices
  16. 16. 8. Free stuff Use open source software or free tools
  17. 17. 9. Distribution channel <ul><li>Upside </li></ul><ul><li>Lower costs </li></ul><ul><li>Worldwide marketplace </li></ul><ul><li>Downside </li></ul><ul><li>Copyright, </li></ul><ul><li>Low cost competition </li></ul>
  18. 18. 10. Build reputation Use multiple ways to reach existing and new audiences

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