Reducing costs of marketing, communication and training

June 2010

Who ?Who ?is this guyis this guy

• Queensland’s largest corporate communication firm

• More than 80 professional communicators

• Specialist team in Digital communication

• Backgrounds in development, design, integrated marketing and PR

• Affiliated with the world’s largest communication firm

About your facilitator

Reducing costs of marketing, communication and training

Today’s agenda

Reducing costs of marketing, communication and training

1. Marketing 101 – Do I need to move online?

2. Setting up for online success

3. Teaching yourself new tricks

1. Marketing 101

Why market and communicate (online)?

Reducing costs of marketing, communication and training

The digital landscape

Reducing costs of marketing, communication and training

• In 2008, 14.3% of Australian enterprise expenditure was related to Digital Services. In dollar terms this equates to an Australian Digital Services Industry of $17.9 Billion

–––––––––––––––––––––––––––––––––––––––––––––––––––––––• By the end of 2009, enterprises and agencies in Australia engaged with

40% of their customers through Digital Services–––––––––––––––––––––––––––––––––––––––––––––––––––––––• At the same time, 25% of total customer expenditure involved Digital

Services in one way or another

Reducing costs of marketing, communication and training

Even the ball bearing industry has a place online

Reducing costs of marketing, communication and training

Even the ball bearing industry has a place online

• Ball Bearing blog• Facebook pages• Twitter• Wider industry media using online

Deloittes – case study

Reducing costs of marketing, communication and training

Deloittes – case study

Reducing costs of marketing, communication and training

Deloittes – case study

Reducing costs of marketing, communication and training

Why has ‘digital’ exploded?

• Proliferation of high speed internet access and digital hardware• Dispersed workforces and audiences• Knock on-effect from mass consumer take-up• Time and cost efficiencies

Reducing costs of marketing, communication and training

Communication landscape

Reducing costs of marketing, communication and training

• Adverts are everywhere. On average, people see and hear between 1,000 and 3,000 a day• 14% of people trust ads while 78% of people trust peer recommendations• Digital communication has allowed conversations to spread at light speed around the globe and be heard by millions within minutes *

* (Source: Neilsen Global Trust In Advertising Survey, 2007)

what does that mean for us?

Reducing costs of marketing, communication and training

13 hours of video are uploaded to YouTube

every minute

Reducing costs of marketing, communication and training

There are more than 145 million blogs in the world (Source: Technorati)

Reducing costs of marketing, communication and training

facebook • More than 400 million active users• The fastest growing demographic is those 35 years and older• More than 45 million user groups• More than 100 million users access Facebook through their mobile devices (Source: http://www.facebook.com/press/info.php?statistics)

Reducing costs of marketing, communication and training

Every single second of every single day, Twitter’s 5 million users mention brands they LOVE and HATE.

AND Twitter is growing at a rate of 1382% per year (Source: Twitter Search, Forrester Research)

Reducing costs of marketing, communication and training

The Australian online marketplace

Reducing costs of marketing, communication and training

The Australian online marketplace

• 12 million digital media users• Spend just under 1.5 hours per day online• Total page views of 15 billion per month (30 billion minutes)• Demographics:

• 2-17yrs 21%• 18-34 yrs 25%• 35–49 yrs 26%• 50+ 28%

• European nations record the highest percentage of 18-34 yr usage• Australia records the fourth highest percentage of 50+ users in the world after US, UK and Switzerland

Reducing costs of marketing, communication and training

Your local media online

•

The National Broadband Network

Reducing costs of marketing, communication and training

“The digital economy has the potential to transform every aspect of our lives including business, health, education and government services.”

• Created in August 2009 • NBN will connect 90% of Australian premises with fibre-based services• 10% connected with next generation wireless and satellite technologies• 100 Megabits per second

What is the advantage for SMEs?

Reducing costs of marketing, communication and training

What’s the common link?

Reducing costs of marketing, communication and training

Reducing costs of marketing, communication and training

Greystone Bar: Brisbane, Australia

The bar is next to a major entertainment venue and staff monitor Twitter and respond to people attending events with helpful special offers and advice:

“Anyone going to see Dylan Moran at QPAC tonight should definitely pop in for a pre or post show drink....4:57 PM May 18th”

“QLD teachers striking around South Bank today could be some disruptions to traffic in case you're round the area.11:25 AM May 19th”

Reducing costs of marketing, communication and training

Reducing costs of marketing, communication and training

Market Research: Wine Library

Son of Russian Immigrants starts

reading blogs and forums to find out

what wines people want to know about.

Answers common questions, tells

people to check out his site.

Turns small New York bottle shop into

the world’s biggest online wine store

with a $48 million a year turnover.

When Web 2.0 bites

Reducing costs of marketing, communication and training

2. Setting up for online success

Digital marketing options

Reducing costs of marketing, communication and training

Online marketing options

Reducing costs of marketing, communication and training

• Market research• Website• Company blog / wiki• Social media• Vod and podcasting• Participation in third party forums• Web conferencing• Banner advertising• Adwords / Facebook Ads• Crowdsourcing software• Email marketing• SMS / MMS• RSS

Non-negotiables for online marketing and ‘nice-to-haves’

Reducing costs of marketing, communication and training

Non-negotiables for online marketing

Reducing costs of marketing, communication and training

• Internet provision• Internet-enabled device• Email account(s)• Domain registration• Basic software

Five step process

Reducing costs of marketing, communication and training

Step Action Provider Avg. Cost Consider…1 Internet

connectioniinet, Telsta, Vodafone, Optus

>$50 a month for 50GB

1. Combining telephone and internet packages

2. Data limits and broadband coverage

3. Additional networking costs

2 Register domain name

Netregistry,Whois

$45 for 2yrs Shop around for registration and hosting packages

3 Web hosting Intellica.com.auDreamtilt.com.au

>$300 per year

Bandwidth allowance

4 Email marketing software

Vision6, mailout >$30 per month and approx. 3c per message

Don’t be afraid to lose people from your database

5 Monitor online conversations

Wotnews, Google Alerts, Twitter, Dialogix, Buzz numbers

Free Fundamental marketing practice to understand where your audience is

Online marketing options

Reducing costs of marketing, communication and training

• Market research• Website• Company blog / wiki• Social media• Vod and podcasting• Participation in third party forums• Web conferencing• Banner advertising• Adwords / Facebook Ads• Crowdsourcing software• Email marketing• SMS / MMS• RSS

Market research….for free

Reducing costs of marketing, communication and training

• Google Alerts• Wotnews• Dialogix• Buzz Numbers• Google Analytics• Surveymonkey

Website

Reducing costs of marketing, communication and training

“The reason why so many companies are disappointed with their website’s performance is that they have failed to maximise their potential”

Do small firms really need a website? – bbc.co.uk, November 2007

Reducing costs of marketing, communication and training

Do you need a Website…

Reducing costs of marketing, communication and training

or a Web presence?

What’s a website for?

Reducing costs of marketing, communication and training

• 24/7 shop window• Houses company information• Does it engage stakeholders?

What if you could have an engaging web presence for free*

Reducing costs of marketing, communication and training

Consider taking a leaf out of these guys’ book

Reducing costs of marketing, communication and training

Reducing costs of marketing, communication and training

Reducing costs of marketing, communication and training

Developing a traditional website…from a cost perspective

Reducing costs of marketing, communication and training

• Imbed rich media with third party sites• Consider what you really need on your ‘corporate’ site• Consider your content – keywords and Web 3.0 coding• Third party software to house ecommerce functionality• Ensure you have a content management system in place• Imbed Google Analytics• Ask your developer about security patches and updates

Blogging

Reducing costs of marketing, communication and training

• Free• Professional • Interactive• Still a ‘shop front’• Free directory listings• Free ‘advertising’

• Consider blogger.com or wordpress.com

Third party forums

Reducing costs of marketing, communication and training

• Open and honest• Build trust• Relationship building• Position yourself as an expert• Consider industry specific forums such as

Tripadvisor

Adwords / Facebook / Banner Ads

Reducing costs of marketing, communication and training

• Google Adwords“No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads.”

• Facebook AdsReach your exact audience and connect real customers to your businessReach your exact audience and connect real customers to your business

• Banner AdsLeverage the web traffic from established sites

Email marketing

Reducing costs of marketing, communication and training

• Cost effective• Streamline sales and customer lead generation• Opportunity for market research• Refines ‘usable’ database• Measure interest• Integrate offline and online marketing activities• ‘Green’ option

Email marketing

Reducing costs of marketing, communication and training

Email marketing

Reducing costs of marketing, communication and training

• Don’t spam• Offer incentive• Consider browser limitations• Offer html option

I’ll let the experts tell you more…

3. Teaching yourself new tricks

If you can become an Ordained Minister online…

Reducing costs of marketing, communication and training

Online training

Reducing costs of marketing, communication and training

• First port of call…

• Second port of call…

Google is the #1 website in Australia

• Marketing tools galore• Free ‘how to’ videos

Reducing costs of marketing, communication and training

• Adwords• Alerts• Analytics• Base / Merchant centre• Checkout• Places• Sidewiki

Reducing costs of marketing, communication and training

Learn by example

Reducing costs of marketing, communication and training

• The internet is a public source of information• Review online marketing sources and forums

• http://mumbrella.com.au/• http://www.bandt.com.au/• http://forums.whirlpool.net.au• http://www.wikihow.com/

• Marketing webinars and event organisers• Hubspot • http://freemarketingwebinars.wordpress.com/

Questions?

Reducing costs of marketing, communication and training

http://www.twitter.com/rowland_au

http://www.rowland.com.au/viewpoint

http://www.facebook.com/pages/Rowland/374466726225?ref=ts