www.markerstudio.com

WEB 2.0 FOR SMALL BUSINESS

Blogs, RSS and Video

Search & Online Advertising

Social Networks

Virtual Worlds

eCRM

Resourcing

WEB 2.0 & SOCIAL MEDIA

DAVID VS GOLIATH

Web 2.0 provides enormous opportunities for small business.

- Reduce operational costs- Generates leads and sales- Recruitment- Market research

BLOGS, RSS & VIDEO

“Blogging in an ephemeral fad. Destined to burn itself out in a year or two.”

Hiawatha Bray, business journalist circa 2002

He is now a prolific blogger

“There are roughly 70 million blogs in existence, so I'm told, with around 120,000 being created every day.”

“The reality is that as a result of the changing context in which 21st Century communications operates, the media are facing a hugely more intense form of competition than anything they have ever experienced before.”

“They are not actually the masters of this change, they're in many ways the victims.”

Tony Blair - June 2007

BLOGBLOGS, RSS & VIDEO

Make your blog the place for dynamic content

Launch internally first (don’t email just post it)

Define a clear policy, but just trust your team

Contrary to popular opinion, blogs don’t have to be ugly

Replace your newsletter

RSS MARKETINGBLOGS, RSS & VIDEO

RSS is not just for blogs or news

Consumers don’t need to be tech savvy anymore

Special o!ers

Service updates

Updates to product documentation

WHAT DO YOU GET?BLOGS, RSS & VIDEO

DYNAMIC CONTENT

RICH MEDIA

DISCUSSION

RSS & OPML

SOCIAL BOOKMARKS/

RATINGS

TAGS

SEARCH ENGINE REACH

BLOGOSPHERE

EMAIL DISTRIBUTION

VIDEOBLOGS, RSS & VIDEO

Create your content and then publish it everywhere:

- YouTube- iTunes- Brightcove

SEARCH & ONLINE ADVERTISING

MEDIA BARONS vs THE SWARMSEARCH & ONLINE ADVERTISING

PAID SEARCHSEARCH & ONLINE ADVERTISING

Paid search is the number one category of spend in the US market.

Google is still dominant, but Yahoo! Panama o!ers a new feature set.

Microsoft AdCenter has access to powerful demographic targeting.

BANNER ADVERTISINGSEARCH & ONLINE ADVERTISING

Banners in New Zealand are expensive.

Better value media buys are available o!shore but if you are targeting markets outside of the US only use networks that can geo-target.

Blog networks are growing fast.

All the players are moving towards automation and marketplaces. Gadgets Ads, Video Ads.

BLOGSSEARCH & ONLINE ADVERTISING

Bloggers generally have a much higher level of trust and engagement with their audience compared with traditional media.

Beyond banners other options include:

- Paid links- Sponsored content (PayPerPost.com) - Advertise in RSS feeds- Build a relationship and ask for their help- Media buys via blog networks

VIDEOSEARCH & ONLINE ADVERTISING

Biggest area of growth next year

Numerous options

No established models

- Pre-Roll- Mid-Roll- Post-Roll- Contextual overlays

SOCIAL NETWORKS

BUSINESS USES FOR FACEBOOKSOCIAL NETWORKS

Fastest growing social network on the planet

Founded in the US college community, the demographic profile tends to be more attractive than myspace.com

91% of respondents use social networking sites to stay in touch with friends they see

72% of respondents use them to make plans with their friends.

FACEBOOK DOWN UNDERSOCIAL NETWORKS

FACEBOOK FOR HR & RECRUITMENTSOCIAL NETWORKS

FACEBOOK FOR HR & RECRUITMENTSOCIAL NETWORKS

Run a social club network

Run an alumni network to retain contact with employees that leave

Ask your sta! to link to job ads and o!er them an incentive

Search at competitor companies

FACEBOOK FOR HRSOCIAL NETWORKS

FACEBOOK FOR BUSINESSSOCIAL NETWORKS

OTHERSSOCIAL NETWORKS

LinkedIn - excellent for recruitment

MySpace- suitable for certain brands- launching the same model as Facebook Social Ads

Bebo (No. 1 in NZ) Pownce, Twitter, blah, blah, blah....

Everyone in the US is starting a niche social network

eCRM

SALESFORCE NEED A NEW NAMESALESFORCE.COM

It is not just for the sales team

“GoogleForce” - closing the gap between sales and marketing

Leverage the additional capabilites, Apex, and AppExchange.

Eloqua or something like it

GOOGLEFORCESALESFORCE.COM

Link up your Salesforce account with AdWords.

Add the AdWords tab and Dashboard.

LIVEPERSON.COMCRM

GETTING THE RIGHT PEOPLERESOURCING

Interview questions:

“How often do you use Facebook?”

“What are your favourite websites?”

Skills:

All rounders (can do some stu! and happy to learn)

GETTING THE RIGHT PEOPLERESOURCING

Communications degree at AUT

Marketing/Technology Joint Degree at AUT

Pure marketing graduates are sometimes not right

www.markerstudio.com | blog.markerstudio.com | www.jonbeattie.com

jon.b@markerstudio.comSkype: beattieboy1Ph: 021 434 133