The document provides statistics about digital media usage in Australia: 1. Australians perform over 100 million searches monthly and 9.3 million Australians are on Facebook, with the average user aged 25-34 years old. 2. 75% of tweets come from 10% of Twitter users. The average click-through rate for medical/healthcare emails is 2.54%. 3. Gaming consoles and IP devices are considered the biggest threat to the TV/movie industry in Australia.

1. DIGITAL DOWNLOAD
Friday, 23rd July 2010

2. Before we start

3. le on Yo uTube
le viewed Susan Boy
1. How many peop to air?
tw o weeks after it went
80,000,000 (61 every seco
nd)
mon thly?
ny searches do Australians perform
2. How ma
eb use r 15 yrs +)
100,000,000 (circa 80 per active w
cebook?
3. How many Australians are on fa
4yrs: 27%)
9,300,000 (average age = 25 - 3

4. th eir
ny people commit Twitter suicide after
4. How ma
first use? people)
ges co me from 10% of the
75% (90% of the messa
edical/
ge clic k through rate for m
5 . What is the avera mails?
healthcare/dental e
2.54%
industry?
gest threat to TV/Movie
6. What is the big vices
Gamin g consoles & IP de
ad)
(Wii, PS3, Xbox, iP

5. What is this session about?
Welcome 5 mins
What is online? 10 mins
Australian digital market 10 mins
Discussion 5 mins

6. WHAT IS ONLINE?

7. Online is constantly changing
Online = Digital = Interactive = Multimedia
Wikipedia defines "online" as
a state of connectivity

8. New digital elements are added daily
Mobile Websites
Advertising
(smart Application (microsites &
(buttons & Email
phones, development landing
banners)
iPad) pages)

9. New digital elements are added daily
eCRM Search
Content:
(email, Online PR Engine
Social audio, visual,
mobile, (blogs, viral) Strategy
video
social) (SEM, SEO)

10. New digital elements are added daily
Mobile Websites
Advertising
(smart Application (microsites &
(buttons & Email
phones, development landing
banners)
iPad) pages)
Search
eCRM (email, Content:
Online PR Engine
mobile, Social audio, visual,
(blogs, viral) Strategy
social) video
(SEM, SEO)

11. Quick snap shot: eCRM
Mobile Websites
Advertising
(smart Application (microsites &
(buttons & Email
phones, development landing
banners)
iPad) pages)
Search
eCRM (email, Content:
Online PR Engine
mobile, Social audio, visual,
(blogs, viral) Strategy
social) video
(SEM, SEO)

12. eCRM gives brands direct relationships
eCRM = Push + Pull
Customer Relationship
Marketing
OR
= Dialogue + Relationship
Open, trust, transparent Value, mutually beneficial

13. What makes up eCRM?
Email
Mobile Relationship Social
Messenger
(Chat)

14. What’s happening with emails?
• How Soon Do People Open Their Email?
74.5% of opens occur within the first 24 hours
84.3% occur within the first 48 hours.
• Open Rates
The overall unique open rates stand at 12.52%
• Click Through Rates
Religious 7%
Travel 4.5%
Banking & finance 4%
• Best Days to Send
Weekends & the beginning of the week outperform the other days
Monday is the clear winner having both the highest open rate & click rate.
Source: Email Marketing report (http://dominiquehind.wordpress.com)

15. What makes an eCRM successful?
Audience
Time Message

16. People (base) are critical to any comms
Before considering eCRM, you must have a base
Phase 1: Acquisition Phase 2: Communications
Number
3 - 6mths ongoing
Time

17. Baileys RM program F11
F10 F11
Theme
Acquisition
How do we create a ‘cheeky’
with little night in?
value or
common Food
theme
Indoors
(enhance)
Interiors Entertainment

18. Quick snap shot: Social
Mobile Websites
Advertising
(smart Application (microsites &
(buttons & Email
phones, development landing
banners)
iPad) pages)
Search
eCRM (email, Content:
Online PR Engine
mobile, Social audio, visual,
(blogs, viral) Strategy
social) video
(SEM, SEO)

19. What is social?
Social = CRM + PR
(push) + Value
(dialogue) (exclusive)
Basic social
There needs to be an understanding about corporate vs product/
brand & how they work together.

20. Social must be consistent
Campaign activity
To retain interest in your brands, you can’t turn a social campaign
on & off –
it must be constant.

21. Baileys Australia
Monday pm:
What did you think of
Product Context Claire’s invention test
dish on Master Chef?
Friday pm:
+
Why not put a Baileys in the Wednesday pm:
fridge for Friday night? Poh’s kitchen on
Content
tonight, SBS 7.30pm –
don’t forget to tune in

22. What are the types of social networking?
Photo
Sharing
Video
Blogging
Sharing
Micro
Podcasts
Key Blogging
Social
Message
Boards
Platforms RSS
Chat
Widgets
Rooms
Social
Networking

23. What are people blogging about?
Source: State of the Blogosphere 2009 http://technorati.com/blogging/article/day-2-the-what-and-why2/

24. Quick snap shot: Search
Mobile Websites
Advertising
(smart Application (microsites &
(buttons & Email
phones, development landing
banners)
iPad) pages)
Search
eCRM (email, Content:
Online PR Engine
mobile, Social audio, visual,
(blogs, viral) Strategy
social) video
(SEM, SEO)

25. Google is the remote to the Internet
• Over 75% of all people start their Internet experience with
search
Google has around 92% of the Australian market
• 67% of all search traffic is driven by offline or above the
line advertising
Consumers want to find out more.

26. ‘obesity surgery options’ search results

27. ‘obesity surgery options’ search results
Paid placements outlined in
green: top & right

28. ‘obesity surgery options’ search results
Natural placements outlined in
green: centre

29. What is happening in search?
• In December 2009, there were >131 billion searches
conducted by people age 15 or older from home & work
46% increase from December 2008.
• In Australia, there are around 100,000,000 searches every
month.
Source: comScore, 22 January 2010: http://www.comscore.com/Press_Events/Press_Releases/
2010/1/Global_Search_Market_Grows_46_Percent_in_2009

30. All segments search on generic terms
It doesn’t matter what the age, gender of socioeconomic profile of consumers,
they all search on generic terms & keywords (eg credit cards)

31. What you need to know about search?
1. Search must be constant
Search isn’t just a campaign, it must be on 100%
2. Search is more than words
Content, images, video, words

32. Quick snap shot: Content
Mobile Websites
Advertising
(smart Application (microsites &
(buttons & Email
phones, development landing
banners)
iPad) pages)
Search
eCRM (email, Content:
Online PR Engine
mobile, Social audio, visual,
(blogs, viral) Strategy
social) video
(SEM, SEO)

33. Content is more than words
Content = Words + Pictures
(video & images) + Info
(website, blogs & articles) (map & price)
There are byproducts to every piece of communication you create.
You need to leverage everything.

34. Content continues to grow

35. JARGON TIME OUT

36. AUSTRALIAN ONLINE
MARKET

37. Customer Journey Online
‘New to Net’
Communications Services Retail Contributor
User
First activities Email Online banking CDs/Books Blogs
Get to know ISP Message services Simple travel Complex travel Comments & posting
Information search Photo sharing Lodge tax eBay Customer reviews
LOTS of time browsing Social networks Book concerts Groceries Ratings

38. Multi-tasking is becoming the norm
• 65% of Australian Internet users say that for at least half
the amount of time they are online at home, they also have
the television on.
Source: ninemsn Media Usage Study 2009

39. Australian’s online in 2009
Source: eMarketer Australian Online Report, April 2010 39

40. Australian’s using eCommerce
• Consumers want to use different technologies for different
activities.
92% want to use websites to compare prices
76% want to use websites to access & print coupons
75% want to use mobile phones to find out where the nearest store
is located
70% want to see what goods are in stock before going into the
store
Source: May 2010, IBM research: http://www.internetretailing.com.au/Australian-statistics/

41. Check facebook

42. Check facebook

43. JARGON TIME OUT
Questions
Thoughts

44. INTEGRATED EXAMPLE

45. THOUGHTS
QUESTIONS
DISCUSSION

46. THANK YOU!
http://www.slideshare.net/domhind
http://dominiquehind.wordpress.com

47. What is the best & worst thing about digital?
MEASUREABILITY

48. What are common benchmarks?
• Online advertising (banner • Email
Bounce rates
ads) Open rates
Click through rates
Direct response Most popular articles
• Click through rates Number of forwards
• Interaction rates • Search
Keywords
• Post impression clicks
Position
Brand response Cost per click
Cost per lead
• Impressions served Cost per sale
• Websites • Blogs
Views
Visitors Comments
Time spent on site Linking to
Search terms
Number of pages viewed Referring sites
Sign-ups/Registrations
Most popular pages
Internal searches
Paths through site
Returning traffic

49. How do you make the most of campaign results?
Revise Run
Review
Run Review Revise
Improvement
Run Review Revise
Run Review Revise
Run Review Revise

50. How most businesses approach digital?
Campaign activity
Base line activity
(consistency & presence in market)

51. How we should approach it?
Base line activity
(consistency & presence in market 365 days)
Campaign activity

52. What is the customer journey?
Attract Engage Transact Retain Grow
ATL Microsite Shop online DM DM
POS Landing page Register eDM eDM
Online Website eDM sign-up Call Call
OTM Instore
DM In-branch Microsite Microsite
eDM Call centre
WOM
Measurement & Optimisation