TADA - Internet for Business

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90 minute presentation to TADA on 'Internet and Business'

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TADA - Internet for Business

  1. 1. Internet + Business<br /> with Charlie Gunningham<br />aussiehome.com / REIWA.com<br />
  2. 2. My Mission<br />“ putting media power back<br /> in our clients’ hands ”<br />
  3. 3. Internet + Business1. Potted History2. Your web site3. Social Media4. Mobiles & ‘Apps’ …. Q+A?<br />
  4. 4. I’m lucky, I’ve seen the future!… and it’s good news!<br />
  5. 5. 1. POTTED HISTORY!<br />
  6. 6. ARPANET, 1968<br />
  7. 7.
  8. 8. Incredible… but true - 20 years since Internet invented- 16 years since Amazon.com, eBay.com- 12 years since Google- 5 years since Youtube- 4 years since Facebook/Twitter<br />
  9. 9. Incredible… but true - 75% of SME’s don’t use social media- 86% don’t use email marketing- 30% don’t update their web site<br />
  10. 10. Net EFFECTS<br />
  11. 11.
  12. 12. TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk<br />
  13. 13. Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009<br />
  14. 14. 55% of enquiry from online adsReal Estate Agents AD Spend ...$1563m- of which, online ad spend …$240mnyou could argue for 50:50 split (print/online) - so offline ad spend …$240mn which implies $1bn is wasted?!<br />
  15. 15. ”<br />“<br />Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them<br />”<br />
  16. 16. 2. Do you need to have a web site?Why, exactly?<br />
  17. 17. 90% of sites are still brochure sites- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d<br />
  18. 18. “Dynamic” sites- powered by database (CMS)- update CMS, updates site- interactive- social- local- mobile<br />
  19. 19. Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting<br />
  20. 20. It’s like having your own radio station!<br />
  21. 21. Why have a site?6. Make it earn money!<br />
  22. 22. What makes a good website1. Fast to Load2. Easy to navigate3. Up to Date<br />
  23. 23. The eternal questions – HOW to build traffic? WHY SHOULD WE KNOW? What to measure?1. Know thyself (measure it)2. Google Analytics3. Alexa.com >> demos<br />
  24. 24. MeasuringTraffic1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitors<br />
  25. 25. Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook<br />
  26. 26. Building Traffic / cont…7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads<br />
  27. 27. Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN<br />
  28. 28. PLUS- being updated- relevancy- popularity- older- larger<br />
  29. 29.
  30. 30. REIWA Property Management Breakfast, 16th July 2009 Slide 30<br />
  31. 31. Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “subiaco real estate” paxtonhoad.com.au<br />
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  35. 35. Search Engine Marketing (SEM)- beyond SEO, what else can you do?1. Google Adwords2. Facebook Ads- CPM = cost per thousand impressions - CPC = cost per click- CTR = click through rate<br />
  36. 36. 3. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)<br />
  37. 37. SOCIAL MEDIA – defined Social media refers to FREEweb sites whose information comes from its USERS. - inclfacebook, twitter, blogs, youtube, flickr, slideshare, foursquare, …<br />
  38. 38. Mark Zuckerberg, Founder, Facebook<br />
  39. 39. Biz Stone, Founder, Twitter.com<br />
  40. 40. Chad Hurley, Cofounder, Youtube.com<br />
  41. 41. “Markets are conversations”<br />conversations among humans sound human<br />natural, uncontrived, honest<br />public switch quickly<br />tell us something! <br />(then we might speak to you)<br />business is only part of our lives, it’s all of yours<br />The Cluetrain Manifesto: The End of Business as Usual<br />by Christopher Locke, Rick Levine, Doc Searls, David Weinberger<br />Pub 1999 : read it for free at www.cluetrain.com<br />
  42. 42. SOCIAL MEDIA + Biz = X?- do we need it?- should we?- is it right?<br />
  43. 43. SOCIAL MEDIA + Biz = 1. Know you exist2. Get to know/trust3. Give you business4. Refer you to others<br />
  44. 44. SOCIAL MEDIA in Aus _ Facebook: 7mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 1mn (up from 13,000)_ 70%+ net users visited social netwks(+29%)_ social media/ blogs more pop than personal email 10% of ALL time on Internet = on social media<br />
  45. 45. Cont…to reach 50mn users- it took radio 38 yrs, TV 13 yrs, Internet 4 yrs… … it took Facebook9 mths to get 100mn!<br />
  46. 46. At its most basic, you could (should) be…BLOGGINGon FACEBOOKon TWITTER<br />
  47. 47. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)<br />
  48. 48. BLOGS- a “web log”- leave comments, post- Start your own* go search/read/comment*<br />
  49. 49. THE RULES…<br />not expensive in $’s<br />Blog often, blog interesting<br />Show yourpassion<br />Encourage staff to blog<br />Be authentic<br />Ideas spread<br />Allow publicto comment<br />
  50. 50. BENEFITS? You’re asking the wrong question, <br /> but since you asked…<br />Better Traffic & SEO to your site<br />Fun, empowering for you/staff<br />Listen + Learn from your public<br />Gather interesting content<br />What goes around comes around<br />“Markets are conversations”<br />
  51. 51. Blogs are fantastic for SEO!<br />
  52. 52.
  53. 53. Mark<br />Anderson’s<br />BLOG<br />
  54. 54. Do your own FACEBOOK Profile Page<br />free ‘n’ easy to set up<br />you’re in control<br />770,000 in Perth<br />more > 40 than < 20<br />500/day in Perth join<br />
  55. 55. Set up a FACEBOOK Group/Business Page<br />invite people in<br />publish events, goings on<br />interactive shop window<br />everyone gets to know<br />www.facebook.com/yourname<br />
  56. 56. www.facebook.com/aussiehome<br />
  57. 57. Linda Davis, real estate selling agent, Ledyard, CT<br />
  58. 58. Ledyard, CT <br />community<br /> page<br />(a landing<br />Page)<br />We could feed<br />In your listings<br />too!<br />
  59. 59. Linda Davis, Ledyard, CTMY GOAL - top sales person * concentrate on one area * personal, be YOU, persist, don’t YELL!* yes, YOU DO HAVE TIME – prioritise* have RULES, build relationships Don’t be “that guy” that abuses it!<br />
  60. 60. Post your own FACEBOOK Ads<br />Direct + targetted<br />Set a budget<br />Easy to set up, edit, <br />cancel + monitor<br />27mn+ views ($4000)<br />
  61. 61. FACEBOOK Policy<br />Addictive<br />Time Wasting<br />Haven’t got time!<br />You need a policy, and stick to it<br />Have a reason, WIIFT, part of marketing<br />
  62. 62. TWITTER! (your own + company)<br />100,000+ in Perth<br />Growing fast<br />Very easy to update<br />‘micro-blogging’<br />Word out, top of mind<br />Twitter.com/yourname<br />
  63. 63. http://twitter.com/aussiehome<br />
  64. 64. Upload movies to <br />Obama did 1,678<br />87 mn views<br />Av age 45-55 yrs<br />tag ‘perth real estate’<br />Youtube.com/yourname<br />
  65. 65. www.youtube.com/aussiehometv<br />
  66. 66. “perth real estate” search on Youtube…<br />
  67. 67. LINKEDIN.COM<br />Facebook for grown ups?<br />Professionals<br />Worth having a profile<br />Online CV<br />40 million members +<br />
  68. 68. 4. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile<br />
  69. 69. MOBILE 1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon<br />
  70. 70. Sherry Chris, CEO, Better Homes & Gardens Real Estate<br />
  71. 71. http://link.brightcove.com/services/player/bcpid25681338001?bctid=45945430001<br />
  72. 72. FacebookiPhoneApp ><br />
  73. 73. www.tweetdeck.com<br />TweetdeckiPhoneApp ><br />
  74. 74. HootsuiteiPhoneApp ><br />www.hootsuite.com<br />
  75. 75. It’s no longer the 4Ps of marketing(price, promotion, product, place)It’s the 3 i’s...“Getting the right information to the right eyes at the right instant”<br />
  76. 76. Internet + Business<br /><ul><li>Any Questions?
  77. 77. Thank you & Good Luck!</li></ul>- charlie@aussiehome.com<br /> 0411 092 669<br /><ul><li> email me for these slides facebook.com/aussiehome- twitter.com/aussiehome</li></li></ul><li>FoursquareiPhoneApp ><br />www.foursquare.com<br />
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  85. 85. Business applications?_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ work_ ask people for reviews (tips)<br />

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