tada - internet for business
TRANSCRIPT
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Internet + Business
with Charlie Gunningham aussiehome.com / REIWA.com
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My Mission
“ putting media power back in our clients’ hands ”
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Internet + Business, May 2010 Slide 3
Internet + Business1. Potted History2. Your web site3. Social Media4. Mobiles & ‘Apps’
…. Q+A?
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Internet + Business, May 2010 Slide 4
I’m lucky, I’ve seen
the future!
… and it’s good news!
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Internet + Business, May 2010 Slide 5
1. POTTED HISTORY!
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Internet + Business, May 2010 Slide 6
ARPANET, 1968
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Internet + Business, May 2010 Slide 7
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Internet + Business, May 2010 Slide 8
Incredible… but true
- 20 years since Internet invented- 16 years since Amazon.com, eBay.com- 12 years since Google- 5 years since Youtube- 4 years since Facebook/Twitter
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Internet + Business, May 2010 Slide 9
Incredible… but true
- 75% of SME’s don’t use social media- 86% don’t use email marketing- 30% don’t update their web site
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Internet + Business, May 2010 Slide 10
Net EFFECTS
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Internet + Business, May 2010 Slide 11
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Internet + Business, May 2010 Slide 12
TRAD ADVERTISER … doesn’t do it for me anymore
http://www.youtube.com/watch?v=heSudg-tfIk
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Internet + Business, May 2010 Slide 13
Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m
2. Real Estate Agents ……...$1563m 3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774m
Source: IBIS World Research, July 2009
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Internet + Business, May 2010 Slide 14
55% of enquiry from online adsReal Estate Agents AD Spend ...$1563m- of which, online ad spend …$240mn
you could argue for 50:50 split (print/online)
- so offline ad spend …$240mn
which implies $1bn is wasted?!
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Internet + Business, May 2010 Slide 15
”Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them”
“
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Internet + Business, May 2010 Slide 16
2. Do you need to have a web site?
Why, exactly?
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Internet + Business, May 2010 Slide 17
90% of sites are still brochure sites
- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d
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Internet + Business, May 2010 Slide 18
“Dynamic” sites
- powered by database (CMS)- update CMS, updates site- interactive- social- local- mobile
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Internet + Business, May 2010 Slide 19
Why have a site?
1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting
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Internet + Business, May 2010 Slide 20
It’s like having your own radio station!
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Internet + Business, May 2010 Slide 21
Why have a site?
6. Make it earn money!
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Internet + Business, May 2010 Slide 22
What makes a good website
1. Fast to Load2. Easy to navigate3. Up to Date
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Internet + Business, May 2010 Slide 23
The eternal questions – HOW to build traffic? WHY SHOULD WE KNOW? What to measure?
1. Know thyself (measure it)2. Google Analytics3. Alexa.com >> demos
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Internet + Business, May 2010 Slide 24
MeasuringTraffic
1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitors
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Internet + Business, May 2010 Slide 25
Building Traffic
1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook
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Internet + Business, May 2010 Slide 26
Building Traffic / cont…
7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads
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Internet + Business, May 2010 Slide 27
Google Eyes (SEO)
- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN
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Internet + Business, May 2010 Slide 28
PLUS
- being updated- relevancy- popularity- older- larger
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Internet + Business, May 2010 Slide 29
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Internet + Business, May 2010 Slide 30REIWA Property Management Breakfast, 16th July 2009 Slide 30
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Internet + Business, May 2010 Slide 31
Just a few case examples…
_ “broome real estate” hutchrealstate.com.au
_ “northbridge apartments for sale” limnios.com
_ “subiaco real estate” paxtonhoad.com.au
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Internet + Business, May 2010 Slide 32
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Internet + Business, May 2010 Slide 33
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Internet + Business, May 2010 Slide 34
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Internet + Business, May 2010 Slide 35
Search Engine Marketing (SEM)- beyond SEO, what else can you do?
1. Google Adwords2. Facebook Ads
- CPM = cost per thousand impressions - CPC = cost per click- CTR = click through rate
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Internet + Business, May 2010 Slide 36
3. Power that is SOCIAL MEDIA
- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)
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Internet + Business, May 2010 Slide 37
SOCIAL MEDIA – defined
Social media refers to FREE web sites whose information comes from its USERS.
- incl facebook, twitter, blogs, youtube, flickr, slideshare, foursquare, …
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Internet + Business, May 2010 Slide 38
Mark Zuckerberg, Founder, Facebook
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Internet + Business, May 2010 Slide 39
Biz Stone, Founder, Twitter.com
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Internet + Business, May 2010 Slide 40
Chad Hurley, Cofounder, Youtube.com
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Internet + Business, May 2010 Slide 41
“Markets are conversations”conversations among humans sound human
natural, uncontrived, honestpublic switch quickly
tell us something! (then we might speak to you)
business is only part of our lives, it’s all of yoursThe Cluetrain Manifesto: The End of Business as Usualby Christopher Locke, Rick Levine, Doc Searls, David WeinbergerPub 1999 : read it for free at www.cluetrain.com
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Internet + Business, May 2010 Slide 42
SOCIAL MEDIA + Biz = X?
- do we need it?- should we?- is it right?
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Internet + Business, May 2010 Slide 43
SOCIAL MEDIA + Biz =
1. Know you exist2. Get to know/trust3. Give you business4. Refer you to others
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Internet + Business, May 2010 Slide 44
SOCIAL MEDIA in Aus _ Facebook: 7mn visitors (+95% p.a.)
_ MySpace: 3.5mn (only +5%)
_ Twitter: 1mn (up from 13,000)
_ 70%+ net users visited social netwks (+29%)_ social media/ blogs more pop than personal email 10% of ALL time on Internet = on social media
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Internet + Business, May 2010 Slide 45
Cont…to reach 50mn users
- it took radio 38 yrs, TV 13 yrs, Internet 4 yrs…
… it took Facebook 9 mths to get 100mn!
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Internet + Business, May 2010 Slide 46
At its most basic, you could (should) be…
BLOGGINGon FACEBOOKon TWITTER
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Internet + Business, May 2010 Slide 47
Advantages SOCIAL MEDIA
- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)
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Internet + Business, May 2010 Slide 48
BLOGS
- a “web log”- leave comments, post- Start your own * go search/read/comment*
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Internet + Business, May 2010 Slide 49
THE RULES…not expensive in $’s
Blog often, blog interesting
Show your passionEncourage staff to blog
Be authenticIdeas spread
Allow public to comment
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Internet + Business, May 2010 Slide 50
BENEFITS? You’re asking the wrong question, but since you asked…
Better Traffic & SEO to your siteFun, empowering for you/staffListen + Learn from your public
Gather interesting contentWhat goes around comes around
“Markets are conversations”
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Internet + Business, May 2010 Slide 51
Blogs are fantastic for SEO!
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Internet + Business, May 2010 Slide 52
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Internet + Business, May 2010 Slide 53
MarkAnderson’sBLOG
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Internet + Business, May 2010 Slide 54
Do your own FACEBOOK Profile Page
free ‘n’ easy to set upyou’re in control770,000 in Perth
more > 40 than < 20500/day in Perth join
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Internet + Business, May 2010 Slide 55
Set up a FACEBOOK Group/Business Page
invite people inpublish events, goings oninteractive shop window
everyone gets to knowwww.facebook.com/yourname
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Internet + Business, May 2010 Slide 56
www.facebook.com/aussiehome
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Internet + Business, May 2010 Slide 57
Linda Davis, real estate selling agent, Ledyard, CT
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Internet + Business, May 2010 Slide 58
Ledyard, CT community
page
(a landingPage)
We could feedIn your listings
too!
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Internet + Business, May 2010 Slide 59
Linda Davis, Ledyard, CT
MY GOAL - top sales person
* concentrate on one area * personal, be YOU, persist, don’t YELL!* yes, YOU DO HAVE TIME – prioritise* have RULES, build relationships
Don’t be “that guy” that abuses it!
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Internet + Business, May 2010 Slide 60
Post your own FACEBOOK Ads
Direct + targettedSet a budget
Easy to set up, edit, cancel + monitor
27mn+ views ($4000)
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Internet + Business, May 2010 Slide 61
FACEBOOK Policy
AddictiveTime Wasting
Haven’t got time!
You need a policy, and stick to itHave a reason, WIIFT, part of marketing
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Internet + Business, May 2010 Slide 62
TWITTER! (your own + company)
100,000+ in PerthGrowing fast
Very easy to update‘micro-blogging’
Word out, top of mindTwitter.com/yourname
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Internet + Business, May 2010 Slide 63
http://twitter.com/aussiehome
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Internet + Business, May 2010 Slide 64
Upload movies to
Obama did 1,67887 mn views
Av age 45-55 yrstag ‘perth real estate’
Youtube.com/yourname
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Internet + Business, May 2010 Slide 65
www.youtube.com/aussiehometv
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Internet + Business, May 2010 Slide 66
“perth real estate” search on Youtube…
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Internet + Business, May 2010 Slide 67
LINKEDIN.COM
Facebook for grown ups?Professionals
Worth having a profileOnline CV
40 million members +
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Internet + Business, May 2010 Slide 68
4. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile
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Internet + Business, May 2010 Slide 69
MOBILE 1. Your site on mobile 2. Mobile apps
* we already do mobile sites * & offering apps soon
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Internet + Business, May 2010 Slide 70Sherry Chris, CEO, Better Homes & Gardens Real Estate
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Internet + Business, May 2010 Slide 71http://link.brightcove.com/services/player/bcpid25681338001?bctid=45945430001
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Internet + Business, May 2010 Slide 72
FacebookiPhoneApp >
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Internet + Business, May 2010 Slide 73
TweetdeckiPhoneApp >
www.tweetdeck.com
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Internet + Business, May 2010 Slide 74
www.hootsuite.comHootsuiteiPhoneApp >
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Internet + Business, May 2010 Slide 75
It’s no longer the 4Ps of marketing(price, promotion, product, place)
It’s the 3 i’s ...“Getting the right information to the right eyes at the right instant”
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Internet + Business- Any Questions?- Thank you & Good Luck!
- [email protected] 0411 092 669
- email me for these slides facebook.com/aussiehome- twitter.com/aussiehome
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Internet + Business, May 2010 Slide 77
FoursquareiPhoneApp >
www.foursquare.com
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Internet + Business, May 2010 Slide 78
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Internet + Business, May 2010 Slide 79
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Internet + Business, May 2010 Slide 80
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Internet + Business, May 2010 Slide 81
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Internet + Business, May 2010 Slide 82
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Internet + Business, May 2010 Slide 84
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Internet + Business, May 2010 Slide 85
Business applications?
_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ work_ ask people for reviews (tips)