How Does the Internet Affect My Business?
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1 How Does the Internet Affect My Business? May 6, 2008 Cindy Martin President/CEO, al.com
2 How Does the Internet Affect My Business? I. al.com Backgound II. Trends Internet Usage III. Trends Online Shopping IV. Examples of Excellence V. What Do I Do NOW?
3 I. al.com Background
4 I. Background al.com
5 I. Background al.com Launched Sept Top Site in AL, Birmingham, Mobile and Huntsville 871K unique visitors/mo 51 million page views/mo 35 employees
6 I. Background al.com
7 I. Background al.com al.com is a subsidiary of Advance Internet, which is a unit of Advance Publications.
8 I. Background al.com al.com is a subsidiary of Advance Internet, which is a unit of Advance Publications.
9 I. Background al.com al.com is a subsidiary of Advance Internet, which is a unit of Advance Publications.
10 I. Background al.com al.com is a subsidiary of Advance Internet, which is a unit of Advance Publications.
11 I. Background al.com al.com is a subsidiary of Advance Internet, which is a unit of Advance Publications.
12 I. Background al.com Then Text based newspaper stories Site Content Breaking News Photo/Video galleries Forums Blogs Site Search Alerts Now Expanded alliances >AHSAA >GolfSouth Magazine >The Alabama Baptist >KPI Latino >Lindy s Sports >WVSU 91.1FM
13 I. Background al.com Then Banner ads Site Advertising Now Full Inventory Solutions Rich media ads >Video/Audio >Flash Geographic Targeting Behavioral Targeting Search Engine Key Words Enhanced Business Listings
14 I. Background - al.com Interest Drivers of al.com Visitors Question: Here is a list of things you might learn about from al.com/birmingham or another local news and information Web site. Which of these things, if any, are you VERY INTERESTED in seeing on al.com/birmingham or another local news and information Web site? [CHECK ALL THAT APPLY.] Source: Visitor Survey al.com/birmingham 2006 Belden Associates
15 I. Background - al.com Interest Drivers of al.com Visitors Breaking news, local news, & weather drive use day after day, month after month Question: Here is a list of things you might learn about from al.com/birmingham or another local news and information Web site. Which of these things, if any, are you VERY INTERESTED in seeing on al.com/birmingham or another local news and information Web site? [CHECK ALL THAT APPLY.] Source: Visitor Survey al.com/birmingham 2006 Belden Associates
16 I. Background - al.com Advertising Interests of al.com Visitors Question: Below are some categories of items you might see advertised in local or regional news and information Web sites. Again, we want to know which of these things, if any, you are VERY INTERESTED in seeing or hearing advertised on any local or regional Web site. [CHECK ALL THAT APPLY.] Source: Visitor Survey al.com/birmingham 2006 Belden Associates
17 I. Background al.com al.com Visitor Profile al.com* AL Census** Gender 54% Men 49.9 % Men 46% Women 50.1% Women Ages Median Age Median Income Education Residence 59% years old 42 Years 37.2 Years $70,300 $38,473 58% College Graduate or More 21.1% 83% Alabama Residents Source: *Visitor Survey al.com/birmingham 2006 Belden Associates **U.S. Bureau of the Census, 2006
18 I. Background al.com *Data is for February Internal stats.
19 I. Background al.com *Data is for February Internal stats.
20 I. Background al.com *Data is for February Internal stats.
21 I. Background al.com *Data is for February Internal stats.
22 I. Background al.com al.com/jobs* Job Searches/mo: 1,451,297 Registered Candidates: 203,053 Resumes: 53,671 *Data is for February Internal stats.
23 II. Trends Internet Usage
24
25 II. Trends - Shifts in Media Usage Fragmentation of Local Media! Fragmentation of Old media has made it difficult to reach local consumers. Over 200 channels to choose from TIVO/DVR s Ability to Fast Forward Through Commercials Video IPODs Commercial Free Satellite Radio
26 II. Trends Internet Usage 60% Percentage of adult Americans who are Internet users* 71.7% 44.1% 124,000, ,935,529 *Source: Internet World Stats, Dec.2007 **Source: Internet World Stats, December 2007 and NCTA, Sept.2007
27 II. Trends Internet Usage 60% Percentage of adult Americans who are Internet users* 71.7% 44.1% More Americans 124,000,000 Have Internet 215,935,529 Access (71.7%) Than Cable TV (58%)** *Source: Internet World Stats, Dec.2007 **Source: Internet World Stats, December 2007 and NCTA, Sept.2007
28 II. Trends Internet Usage Source: Pew Internet Project, February-March 2007 In 2007, 47% of US Households had broadband access
29 II. Trends Internet Usage Source: Pew Internet Project, February-March 2007 Daily Activities of Internet Users* Use the Internet 72% Send or read 60 Use search engine 41 Get news 37 Surf for fun 28 Check weather 22 Do any banking 21 Look for info on product/service 20 Watch videos 15 Get Sports scores and info 15 Get map or driving directions 10 Get travel info 8 *Pew Internet surveys 2007
30 Source: The Conference Board, October 2007 II. Trends Internet Usage, Job Search The Internet has become the most popular method of job searching 73% Most Popular Job Search Tasks 66% 59% 57% Percentage of workers who searched for a job in January and Sep vs Sept % 30%
31 II. Trends - Online Shopping Minority Online Shopping is Up 70% 66% % TITLE OF PRESENTATION 56% 41% 42% 44.% 50.% 27% 28% In the 88 markets surveyed for this study, the adult minority population in 2007 was 58 million Source: The Media Audit
32 II. Trends - Shifts in Media Usage Source: 2007 Arbitron/Edison Media Research
33 II. Trends - Shifts in Media Usage Reach More People Online Average Time per Week that US Internet Users Spend With Select Media: September-October 2007 (Hours)* Source: International Data Corporation (IDC), U.S. Consumer Online Behavior Survey Results 2007
34 II. Trends - Shifts in Media Usage Reach More People Online Average Time per Week that US Internet Users Spend With Select Media: September-October 2007 (Hours)* Internet 32.7 Watching TV 16.4 Reading Magazines 3.9 Source: International Data Corporation (IDC), U.S. Consumer Online Behavior Survey Results 2007
35 II. Trends-Shift in online advertising expenditures Spending continues to increase for all types of online advertising *Reuters 4/9/08 Quote from IAB CEO Guy Phillipson
36 II. Trends-Shift in online advertising expenditures Spending continues to increase for all types of online advertising The Internet will usurp television as the biggest advertising medium in Britain by the end of 2009* *Reuters 4/9/08 Quote from IAB CEO Guy Phillipson
37 II. Trends Social Networking Growth in the four leading social networking sites* 319% growth LinkedIn March '08 March '07 Classmates Online5% growth Facebook98% growth MySpace.com 8% growth Unique Audience-U.S. (in millions) *Source: Neilsen Online, March 2008 **Source: Pew Internet & American Life Project, January 2008
38 II. Trends Social Networking Growth in the four leading social networking sites* 319% growth LinkedIn March '08 March '07 Classmates Online5% growth Facebook98% growth MySpace.com 8% growth 48% of Internet users had visited video-sharing sites like YouTube at least once during 2007** Unique Audience-U.S. (in millions) *Source: Neilsen Online, March 2008 **Source: Pew Internet & American Life Project, January 2008
39 II. Trends Social Networking Growth in the four leading social networking sites* 319% growth LinkedIn Classmates Online5% growth March '08 March '07 emarketer predicts that 44% of US consumers will use social networking at least once per month in 2008 Facebook98% growth MySpace.com 8% growth 48% of Internet users had visited video-sharing sites like YouTube at least once during 2007** Unique Audience-U.S. (in millions) *Source: Neilsen Online, March 2008 **Source: Pew Internet & American Life Project, January 2008
40 II. Trends-Shifts in Media Usage Mobile Access-On the Go use There are 233 million mobile phone users in the US (that is 80% of the US population!) Over 18.5 billion text messages are sent in the US every month 75% of year old text messaging users use SMS DAILY. Source: The Pew Internet Project-Mobile Access to Data and Information
41 II. Trends-Shifts in Media Usage Mobile Access-On the Go use There are 233 million mobile phone users in the US (that is 80% of the US population!) Over 18.5 billion text messages are sent in the US every month 75% of year old text messaging users use SMS DAILY. Source: The Pew Internet Project-Mobile Access to Data and Information
42 III. Trends - Online Shopping
43 III. Trends - Online Shopping Source: internetretailer.com/vertical Web Media 2008 Internet Represents an Increasing Percentage of Retail Sales Talbots: web represents 10% of revenue, but 68% of sales growth in 2007 Staples: web sales represent 29% of revenue, but 58% of sales growth in 2007 Circuit City: While in-store sales were down over 12% in 2007, online sales grew by 40%.
44 III. Trends - Online Shopping Source: internetretailer.com/vertical Web Media 2008 Internet Represents an Increasing Percentage of Retail Sales Talbots: web represents 10% of revenue, but 68% of sales growth in 2007 Staples: web sales represent 29% of revenue, but 58% of sales growth in 2007 Circuit City: While in-store sales were down over 12% in 2007, online sales grew by 40%. According to Nielsen Online reports, unique visitors to the mass merchandise category of online retailers grew by almost 5 million in Febr vs Febr. 2007
45 III. Trends Online Shopping Internet User Shopping Behavior 60% 81% 66% 73% % Source: Pew Internet & American Life Project Survey, September % of consumers use the Internet to research products and services and then purchase offline at a local business. *Nielson netratings Survey, November 2007
46 III. Trends Online Shopping
47 IV. Examples of Excellence
48 IV. Examples of Excellence SOHO Square Cinco 1 de Mayo! Drink Specials Now Memorial Day weekend activities here. 1 Links to SOHO tenants 2 Updates on special events and promotions 3 Featured specials 4 Sign up for newsletter 5 Each image expands with more detail
49 IV. Examples of Excellence SOHO Square 1 Cinco 1 de Mayo! Drink Specials Now Memorial Day weekend activities here. 1 Links to SOHO tenants 2 Updates on special events and promotions 3 Featured specials 4 Sign up for newsletter 5 Each image expands with more detail
50 IV. Examples of Excellence SOHO Square 1 Cinco 1 de Mayo! Drink Specials Now Memorial Day weekend activities here. 2 1 Links to SOHO tenants 2 Updates on special events and promotions 3 Featured specials 4 Sign up for newsletter 5 Each image expands with more detail
51 IV. Examples of Excellence SOHO Square 1 Cinco 1 de Mayo! Drink Specials Now Memorial Day weekend activities here Links to SOHO tenants 2 Updates on special events and promotions 3 Featured specials 4 Sign up for newsletter 5 Each image expands with more detail
52 IV. Examples of Excellence SOHO Square 1 Cinco 1 de Mayo! Drink Specials Now Memorial Day weekend activities here Links to SOHO tenants 2 Updates on special events and promotions 3 Featured specials 4 Sign up for newsletter 5 Each image expands with more detail
53 IV. Examples of Excellence SOHO Square 1 Cinco 1 de Mayo! Drink Specials Now Memorial Day weekend activities here Links to SOHO tenants 2 Updates on special events and promotions 3 Featured specials 4 Sign up for newsletter 5 Each image expands with more detail
54 IV. Examples of Excellence SOHO Square
55 IV. Examples of Excellence SOHO Square Sweepstakes advertising Opt-in
56 IV. Examples of Excellence SOHO Square Sweepstakes advertising Opt-in Grey House Grille advertising:
57 IV. Examples of Excellence SOHO Square Sweepstakes advertising Opt-in Grey House Grille advertising: Oktoberfest newsletter and event advertising:
58 IV. Examples of Excellence - Alacare Alacare jobs on al.com 1 Promote open jobs 2 Feature services 3 Updates of interest to site visitors
59 IV. Examples of Excellence - Alacare Alacare jobs on al.com Promote open jobs 2 Feature services 3 Updates of interest to site visitors
60 IV. Examples of Excellence - Alacare Alacare jobs on al.com Promote open jobs 2 Feature services 3 Updates of interest to site visitors
61 IV. Examples of Excellence - Alacare Alacare jobs on al.com Promote open jobs 2 Feature services Updates of interest to site visitors
62 IV. Examples of Excellence Driver s Way 1 Search for vehicles 2 Featured information 3 Directions and Hours
63 IV. Examples of Excellence Driver s Way 1 1 Search for vehicles 2 Featured information 3 Directions and Hours
64 IV. Examples of Excellence Driver s Way 1 1 Search for vehicles 2 Featured information 3 Directions and Hours 2
65 IV. Examples of Excellence Driver s Way Search for vehicles 2 Featured information 3 Directions and Hours 2
66 IV. Examples of Excellence Driver s Way
67 IV. Examples of Excellence Driver s Way Advertising directing to website:
68 IV. Examples of Excellence Driver s Way Advertising directing to website: Newspaper ad online:
69 IV. Examples of Excellence Driver s Way Advertising directing to website: Newspaper ad online: Inventory Listings on al.com:
70 IV. Examples of Excellence Driver s Way Advertising directing to website: Newspaper ad online: Inventory Listings on al.com: Video ad:
71 V. What Do I Do NOW?
72 V. What do I do Now? I. Define Objectives for Your Web Site 1) Treat your web site as an extension of your business 2) Selling goods 3) Getting customers to your store 4) Employee recruiting 5) Customer service 6) Branding
73 V. What do I do Now? I. Define Objectives for Your Web Site 1) Treat your web site as an extension of your business 2) Selling goods 3) Getting customers to your store 4) Employee recruiting 5) Customer service 6) Branding II. Develop Advertising Plan 1) Include web address in all advertising 2) Local media sites (guaranteed impressions, creative marketing) 3) Search Engines (guaranteed clicks) 4) Social Networking
74 V. What do I do Now? I. Define Objectives for Your Web Site 1) Treat your web site as an extension of your business 2) Selling goods 3) Getting customers to your store 4) Employee recruiting 5) Customer service 6) Branding II. Develop Advertising Plan 1) Include web address in all advertising 2) Local media sites (guaranteed impressions, creative marketing) 3) Search Engines (guaranteed clicks) 4) Social Networking III. Keep it Fresh!
75 V. What do I do Now? Important Door to your Business You want to send people to your website, make your telephone ring and ultimately, walk through your front door!
76 V. What do I do Now? Important Door to your Business You want to send people to your website, make your telephone ring and ultimately, walk through your front door!
77 What s Next?
78 What s Next? Consumers become more EDUCATED Online advertising continues to become SMARTER Advertising becomes more like CONTENT Cell phones and GPSs will become AD VEHICLES The BLUR between media will continue
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