Maximising e-tools for success in your business

Clayton Wehner - Blue Train EnterprisesM: 0438 925 613 E: contact@bluetrainenterprises.com.au

This presentation can be found at: http://www.bluetrainenterprises.com.au/dtc

The speakers

Clayton Wehner – Blue Train Enterprises Web 2.0 and the social web Your website as your core web technology Search engines A strategy framework (yawn, zzzz)

Michelle Prak – Hughes PR Social media tools – Facebook, Twitter, LinkedIn et

all Boosting your presence online Tips for using social media

We live in exponential times… http://www.youtube.com/watch?

v=PHmwZ96_Gos

Ch-ch-ch-changes… The way people are communicating is changing – duh Over 70% of Australian internet users visited a social

networking site in June 2009, up 29% on previous year There are now 400 million+ users on Facebook

(launched Feb 2004!) Facebook accounts for 29 per cent of all time spent

online by Australians and this is increasing rapidly Australian Facebook users uploaded 80 million

pictures, wrote 32 million wall posts and 45 million status updates in October 2009

Twitter’s user count went from 13,000 in 2008 to 800,000 in June 2009

Evolution of the web Web 1.0 = ‘one way web’; reading

static web pages; ‘brochureware’

Web 2.0 = ‘two way web’; interaction, community, collaboration – blogs, micro-blogging, social networking, video/file sharing, wikis, social bookmarking, community sites and more

Web 3.0 = The ‘semantic’ web; artificial intelligence; high levels of personalisation, individually-tailored web experience

The old and the new

Old (?) New

Letters by ‘snail mail’ Telex Faxes Messages / Signals Memos Instructions Manuals Fixed telephones

Email (not really that new) Internet / Intranets CD-ROM/DVD/USB Drives Voice over IP (VOIP) Chat Instant messaging (IM) Social networking SMS/MMS/Bluetooth Blogs iPhone, Blackberry, Android iPads, Kindles

Australian business is lagging behind…

75% of Australian SMEs DON’T do social media

30% of Australian SMEs rarely updated the content of their business website

78% of Australian SMEs don’t use their websites for e-commerce (ie. Selling stuff)

Only 14% of SMEs use email marketing

Defence industry organisations are among the worst…

Cultural Shift for Defence Industry organisations

Defence Industry Web 2.0

Hierarchical, chain-of-command

Structures and conventions

Formal, corporate Resistant to change Centralised control and

chokepoints High levels of security

and sensitive information

No hierarchy, free-for-all, equality

Unstructured, unconventional

Informal, conversational

Constantly changing Devolved control and

distributed authorship No barriers to content

So what are we waiting for? Let’s get moving – it’s time to start blogging,

create a Facebook page, Twitter account etc. etc.

Steady on, tiger… When considering the use of new technologies

most organisations consider the issue the wrong way around

‘I need to be on Facebook because everybody else is’ – WRONG!

Need to focus on the target audience, objectives and strategies, before considering the technologies…

Why? Because the technologies might not be appropriate

In fact, use of certain technologies may be detrimental – example…

@KRuddPM becomes @KRuddMP

Get your website right first Before getting too creative, I recommend

getting your website right first Your website is the core element of your web

presence

Some hard truths…the cutting-edge innovation demonstrated by many companies in the defence sector does not flow through to their web presence.

In fact, many defence sector websites (SMEs particularly) are deplorable.

POST Strategy P is for PEOPLE O is for OBJECTIVES S is for STRATEGIES T is for TECHNOLOGIES

This strategy framework was developed by Forrester Research – see http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

A quick word on search engines It’s not just about looking good - you can have

the best looking website in the world and never get a visitor…

Your website needs to be ‘optimised’ for the search engines

There are a whole bunch of factors that you need to consider to get your website to the top of Google, Yahoo! and Bing

Take a gander at: http://www.bluetrainenterprises.com.au/16things/

Are you awake – pop quiz, hot shot…

Blog is the shortened form of what?

How many characters can a tweet contain?

What does RSS stand for?

Facebook emanated from which US university?

Who owns MySpace?

The Answers Blog is the shortened form of what?

WEB LOG How many characters can a tweet contain?

140 CHARACTERS What does RSS stand for?

REALLY SIMPLE SYNDICATION Facebook emanated from which US university?

HARVARD Who owns MySpace?

NEWS CORPORATION

www.grassisgreener.com.au

SMS Positions Available

SMS on Facebook

SMS on Twitter

SMS Blog

SMS on Flickr

Why SMS’s site is good Dedicated site with its own branding Fun and quirky; doesn’t take itself too

seriously Emphasises how great it is to be a part of SMS

– ‘we work hard, but we have a great time doing it’

Linkages across social media platforms – LinkedIn, Facebook, Vimeo, Twitter, Flickr – means more chance of being found

Professional design, but simple construction Rich, colourful images

A video to end…

Is anybody easily offended by Kiwi jokes?

Some questions to ask yourself while you watch this: What impression do you have of RNZAF pilots after

you watch this? How do you think the RNZAF took it? Good or bad publicity? How could your business use online video?

Jet Pilot http://www.youtube.com/watch?

v=1BzU1sYPjzo

Lessons from the video ANYBODY with a camera (or a keyboard) can publish

their own content It’s impossible to control the media today because

anybody can be a publisher – what are your customers / employees saying about your company?

Great content (particularly humourous, self-deprecating content) has a viral effect – 460,000 views

My opinion: The RNZAF in East Timor had a ‘can do’ attitude and were more accommodating than our own Black Hawk pilots – this video says a lot about them

Could your business use online video?

My recommendations Educate yourself about Web 2.0 and 3.0 Get your website right first Learn how to optimise your site for the search

engines Think carefully about your social media forays,

but don’t be discouraged – dip your toe in, it’s free.

Upcoming workshops - Adelaide Thursday 22 July 2010 - Adelaide, SA

How to use Twitter, Facebook and Social Media to market your business (2 SPOTS LEFT)

Wednesday 28 July 2010 - Adelaide, SAHow to use a Blog to market your business

Wednesday 4 August 2010 - Adelaide, SAHow to rank No. 1 on Google and the other search engines 

Wednesday 11 August 2010 - Adelaide, SAHow to use Email to market your business

www.bluetrainenterprises.com.au We also do web strategy consulting, search

engine optimisation, web design and development

3 hours duration

Only 6 participants max. per workshop

Intensive, hands-on tutleage with a laptop and wireless internet connection

$99 per person per workshop

Book online at my website