A presentation on developing effective websites and social media marketing strategy to the rural sector. Presented at the marketing to the rural sector conference, Auckland NZ in September 2010

3. Mmmm …maybe Jamie is right, only townies use it!! ” “ cockies don’t have reliable access to the internet” “ Face it Adam … cockies just don’t think it’s important ”

4. “ 55% of Rural homes had broadband in 2009” Source: Statistics NZ: Household Use of Information and Communication Technology: 2009. 97% of rural homes will get broadband under the Govt’s Telecommunications Service Obligations (TSO) plan, which Cabinet recently signed off MYTH: Rural people don’t have reliable access to the Internet Source: AUT World internet project - 2009

5. “ 26% of RURAL users are online 10+ hours a week this compares to URBAN users at 43%” Source: AUT World internet project - 2009 “ 34% of farmers use the internet Daily for Farming / Business Related Activities” Colmar Brunton 2007 Readership MYTH: Farmers and other rural people don’t use the internet

6. 45% of rural people rate the Internet as important in daily life “ Being stuck on dial-up is more annoying than sky-rocketing petrol prices & the weather” Source: Vodaphone Survey 1,068 rural New Zealanders surveyed MYTH: Rural people are no really that interested in the internet

7. Nearly 60% of rural people rate the Internet as an important source of information V’s About 50% of rural people rate other people as an important source of information MYTH: Rural people rate other rural people as most important source of information Source: AUT World internet project - 2009

8. Source: TNS Conversa: Rural Publication Readership April 2010 Media Channels: Where do farmers get their information? Where would you say you get your farming information? Question is multiple response so total will sum to greater than 100%

9. The internet as an information source Source: AUT World Internet Project 2009 65% of Kiwis rate the Internet as more important than… television at 55% Newspapers at 53% and radio at 43% the Internet even rates rather higher than family and friends 53%

10. News media: Where do Kiwis’s get their news? 53% TV 23% website 11% newspaper females prefer TV 59%, males go to media websites 28%, 15-24 year olds 40% Source: Attitude NZ May 2010 http://www.attitudenz.co.nz/

11. … where the consumer goes …spend follows!!

12. The trend in spend Data source: ASA (NZ) Industry Turnover statistics 2000-2009 Linear regression used to forecast 2010-2014 “ The internet will overtake newspapers as free to air television to become Australia’s largest advertising medium by 2014 ” The Australian, August 02.2010 (reporting on PwC findings)

14. Development of interactive & value add websites… … is about unbundling of content

15. Content is bundled, e.g. a corporate web site… … only accessible through a single URL… Content is unbundled… … end users evolve the content. … distributed through social media networks … OLD WAY : content is produced and then consumed … NEW WAY: content is created , shared , remixed , repurposed , …and them it is passed along! This is a top down process! This is a distributed process! MICROSITE I BLOG … end users have to find content.

16. Simple & minimal corp. messaging Easy access to Social Media channels. Allows engagement on users platform of choice. Blog style content. In this case response to negative PR Blog style RSS feeds, for easy distribution Customer/needs aligned messaging News/Responsive communication Customer aligned visual messaging Case Study: Monsanto Corporate website Employee / human side of organization. Employee connectedness to market

17. Campaign specific microsite Case Study: Monsanto Micro site

18. Blog format for easy of publishing & repurposing Cross referencing other social media channels “ Post” should allow user commenting Case Study: Monsanto Corporate blog http://bit.ly/999WNU An interesting research paper of Monsanto's marketing strategy (dated March 2010)

19. Use of Flickr to put a human face to a large corporation Case Study: Monsanto Social Media, Flickr

20. Use of you tube for smart corporate communication Note: 20K views Transparency: Ability for users to comment U.G.C. – like or not like Case Study: Monsanto Social Media, youtube Make it easy for consumers to follow

21. “ Wall” News feeds can be automatically republished from blog Transparency through comments Easy access to other social channels Easy access back to traditional website or microsite Case Study: Monsanto Social Media, Facebook

22. Marketing Communications is now about conversation with consumers = authenticity & transparency NOT traditional, monologue, B2C communication Homework read Fluent, Influence Marketing Report http://fluent.razorfish.com/ Also the Razorfish Digital Outlook report http://razorfishoutlook.razorfish.com

24. U ser G enerated C ontent = the new persuasion Unbundling Content = user generated content

27. 52% of Kiwis engage post content on the Internet 52% of users post messages 46% post images and/or videos, 10% post audio material. 9% post for financial gain . Kiwis are sophisticated content creators Source: AUT World Internet Project 2009 Online New Zealanders are increasing their participation in social media at a rapid rate, with content sharing the most popular social media activity. Nielsen 2010

28. +50% of kiwis post messages on persuasion orientated sites

33. traditional top-down branding will become increasingly irrelevant as social media grows

34. With Consumers actively shaping brands as much as the brands themselves

36. Where is this happening? … the new breed of media properties…

39. The new social scene 48% of kiwi’s participate on social networking sites 75% with Facebook 18% bebo … of these 31% are rural Trend or Fad? “88% Kiwis say that social media is here to stay” S ource: attitude NZ April 2010 report

41. The new word-of-mouth marketing Social-Media

42. Where to start?

43. Monitoring online Conversations Step 1

44. People are already talking about you!!!

45. Discover where people are talking about you

51. Opportunity for eCommerce

52. Kiwi’s are buying more things online 10% rural users purchasing daily 30% at least weekly Source: AUT World Internet Project 2009

53. An eCommerce site is the most favoured in NZ http://www.attitudenz.co.nz/ What is your favourite website? Attitude New Zealand | Published on 16/06/2010

57. Attitude New Zealand | Published on 16/06/2010 Early adopters got it wrong. - Bad UX - Slow site & service - Price premium=gouge Strong Growth in B2C Why is a US company the second largest ecommerce store in NZ? Redefining sales in key sectors: - Used cars; - accommodation; - classifieds None of these guys are doing it well, and it shows