Reducing costs of marketing, communication and training. June 2010

Transcription

1 Reducing costs of marketing, communication and training June 2010

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3 About your facilitator 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

4 Today s agenda 1. Marketing 101 Do I need to move online? 2. Setting up for online success 3. Teaching yourself new tricks

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6 1. Marketing 101

7 Why market and communicate (online)?

8 The digital landscape 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

9 Even the ball bearing industry has a place online

10 Even the ball bearing industry has a place online Ball Bearing blog Facebook pages Twitter Wider industry media using online

11 Deloittes case study

12 Deloittes case study

13 Deloittes case study

14 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

15 Communication landscape 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)

16 what does that mean for us?

17 13 hours of video are uploaded to YouTube every minute

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

19 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:

20 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)

21 The Australian online marketplace

22 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% yrs 25% yrs 26% % European nations record the highest percentage of yr usage Australia records the fourth highest percentage of 50+ users in the world after US, UK and Switzerland

23 Your local media online

24 The National Broadband Network 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

25 What is the advantage for SMEs?

26 What s the common link?

27 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 18 th QLD teachers striking around South Bank today could be some disruptions to traffic in case you're round the area. 11:25 AM May 19 th

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29 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.

30 When Web 2.0 bites

31 2. Setting up for online success

32 Digital marketing options

33 Online marketing options 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 marketing SMS / MMS RSS

34 Non-negotiables for online marketing and nice-to-haves

35 Non-negotiables for online marketing Internet provision Internet-enabled device account(s) Domain registration Basic software

36 Five step process Step Action Provider Avg. Cost Consider 1 Internet connection iinet, 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 3 Web hosting Intellica.com.au Dreamtilt.com.au 4 marketing software 5 Monitor online conversations Vision6, mailout Wotnews, Google Alerts, Twitter, Dialogix, Buzz numbers $45 for 2yrs Shop around for registration and hosting packages >$300 per year >$30 per month and approx. 3c per message Free Bandwidth allowance Don t be afraid to lose people from your database Fundamental marketing practice to understand where your audience is

37 Online marketing options 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 marketing SMS / MMS RSS

38 Market research.for free Google Alerts Wotnews Dialogix Buzz Numbers Google Analytics Surveymonkey

39 Website Do small firms really need a website? bbc.co.uk, November 2007 The reason why so many companies are disappointed with their website s performance is that they have failed to maximise their potential

40 Do you need a Website

41 or a Web presence?

42 What s a website for? 24/7 shop window Houses company information Does it engage stakeholders?

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

44 Consider taking a leaf out of these guys book

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47 Developing a traditional website from a cost perspective 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

48 Blogging Free Professional Interactive Still a shop front Free directory listings Free advertising Consider blogger.com or wordpress.com

49 Third party forums Open and honest Build trust Relationship building Position yourself as an expert Consider industry specific forums such as Tripadvisor

50 Adwords / Facebook / Banner Ads 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 Ads Reach your exact audience and connect real customers to your businessreach your exact audience and connect real customers to your business Banner Ads Leverage the web traffic from established sites

51 marketing 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

52 marketing

53 marketing Don t spam Offer incentive Consider browser limitations Offer html option I ll let the experts tell you more

54 3. Teaching yourself new tricks

55 If you can become an Ordained Minister online

56 Online training First port of call Second port of call

57 Google is the #1 website in Australia Marketing tools galore Free how to videos

58 Adwords Alerts Analytics Base / Merchant centre Checkout Places Sidewiki

59 Learn by example The internet is a public source of information Review online marketing sources and forums Marketing webinars and event organisers Hubspot

60 Questions? ref=ts