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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
[email protected]: beattieboy1Ph: 021 434 133
