Website MarketingWhy Social MediaCan it really make a difference to your business?

First a History Lesson on the Web

Web 1.0 – These sites were read-only content

and static HTML websites, there was no reason

for a user to return

Web 1.0 – These sites are not interactive,

visitors cannot add or change or comment

When the Internet was first made available this was more than adequate as consumers we were used to just 'push' marketing where the TV or Radio just 'broadcasted' information

(hoping it would find the right audience!)

A Web 2.0 is Collaborative, it is easy to share

information with other users

A This is about user-generated content and the

read-write web. The line dividing a consumer

and content publisher is increasingly getting

blurred in the Web 2.0 era..

Then came Web 2.0

This formed the introduction of Blogs, Wikis and Social networking sites and other platforms which enable you to easily share information(YouTube, Flickr)

The Future ....... Web 3.0

Web 3.0 or the Semantic Web will find not only

the keywords in your search, but also interpret

the context of your request

Personalised Search, Intelligent Search

Behavioural Advertising

The 'whats happening now' web!

The Future ....... Web 3.0

• twitter, business networks • gps triggered driving directions• Fast mobile Internet access• iPhone apps such as Around Me (directions to your business)• gps triggered multimedia content• IM, sms advertising, and more• Online storage • Video calling• google search results differ

To Sum it Up...

....and we are moving rapidly to Web 3.0

What are the Search Engines doing – you’ve got a website surely that’s good

enough Google has launched ‘Social Search’

• It will add search results from people that you know online and

integrate them into Google's main search results

Google works out everything it knows about you• Identifies your social network, (via Twitter / YouTube etc)

So your search and my search will return different results

and different websites• All based on who you know

So if you’re not connected online through the social media channels how are you going to get your message and content seen by your prospects?

What is Social Media?

The term most refers to activities that integrate

technology, telecommunications, social

communication and the construction of words,

pictures, video and AudioSource : Wikipedia.com

…..or in other words people having interaction and conversations online in real time

What a great experience I’d recommend this business 2 everyone

What a great experience I’d recommend this business 2 everyone

Anyone know of a great restaurant in town – perhaps an Italian?

Anyone know of a great restaurant in town – perhaps an Italian?

Hey look at this great article – some fascinating facts here!

Hey look at this great article – some fascinating facts here!

What poor service, I had to wait for over an hour!

What poor service, I had to wait for over an hour!

But instead of 'word of mouth' it becomes 'world of mouth' because everyone can read it and contribute to it

Why is this significant?• People pass judgments• Listened to by peers• Only 14% of consumers trust advertising • 24 out of 25 newspapers are experiencing record decline

So this shows that consumers are not looking in the traditional places to find you – where are they looking then?

No presence = invisible, Are they your customers?

Statistics show they’re turning social…

1. 1 out of 8 couples married in the U.S. last year met via social media2. Years to Reach 50 millions Users: Radio (38 Years), TV (13 Years), Internet (4 Years),

iPod (3 Years)…Facebook added 100 million users in less than 9 months…iPhone applications hit 1 billion in 9 months.

3. If Facebook were a country it would be the world’s 4th largest between the United States and Indonesia (note that Facebook is now creeping up – recently announced 300 million users) 50% are on EVERY DAY

4. 10% of companies are using LinkedIn as a primary tool to find employees5. The fastest growing segment on Facebook is 55-65 year-old females6. What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…7. There are over 200,000,000 Blogs 8. 25% of search results for the World’s Top 20 largest brands are links to user-

generated content9. 34% of bloggers post opinions about products & brands10. By 2010 Gen Y will outnumber Baby Boomers….96% of them have joined a social

network11. People care more about how their social graph ranks products and services than how

Google ranks them12. More than 1.5 million pieces of content (web links, news stories,

blog posts, notes, photos, etc.) are shared on Facebook…daily.

How do you get onboard?

Social Media Marketing is Using Social

networking and user generated content (UCG)

platforms to promote a product, service or

content by dialogue with the target Audience

rather than advertising to themSource : eCRM

But the most important thing is.....

In traditional marketing theory consumers are driven

in the big end through awareness activities

(advertising), they proceed through to buying,

marketers have little influence over the middle

stages – this is where Social Media has the heaviest

influence

eyeballsAwareness – Consideration – Preference – Action - Loyalty

Buyers

Return on Engagement is now the Marketing Challenge

You Must put together your Strategy :

We use the POST methodology

People : You need to know how your customers are Interacting online, you need to understand the SocialTechnographics profileObjective : What is your objective, listening, talking, supporting? - chose just oneStrategy : How are you going to change the relationshipwith your customers, you need to think about an engagement strategy and a content strategyTechnology : Once you know the above what technology Can you use to help you?

POST was first introduced by Forrester Research (www.forrester.com)

People First : different users do different things

Inactives

Spectators

Joiners

Collectors

Critics

CreatorsCreators publish blogs /update websites..upload video / photos

Critics respond to others content, posting reviews commenting on blogs

Collectors organise content for themselves, using RSS Feeds or Bookmarks

Joiners maintain and visit Social Network Sites

Collectors organise content for themselves, using RSS Feeds or Bookmarks

Spectators consume the content, blogs, videos

Inactives, do none of the above

Which Strategy will reach your clients and Prospects? courtesy forrester.com

Your Objective – What is it?

This is what it is all about but just pick one objective

Listening

Talking

Energising

Supporting

Embracing

Your Strategy, for engagement and content

Ask yourself how will you engage with your customers and prospects in 3 years time... and how will you get there?

You must have a 'homebase' for interactions, your end goal to move people to (this could be your website / blog / e-newsletter

You must have further outposts that always lead back to your home base and your goal

You must select the appropriate technology for your content, what can you produce?

Marketing is now all about Return on Engagement.....Engagement is the key to unlock your business

Finally Technology - Your Key Social Platforms are :

Remember Social Media is two things

Social – so you need places where you can engage (Listen and talk!)

Media – You need places to put your user generated content

Our Recommendations are :

Distributes info to your Social media groupForm a Relationship

Host your Content become an expert

Listen to whats being saidReputation Management & Ideas

Businesses are seeing the value

71% of companies plan to increase investment in social media by at least 40%

• Its low cost marketing• Its not going to go away• All our competitors are doing it• All our customers are doing it• All our prospects are doing it• Business that are using social media are growing

We HAVE to take part or we will be left behind……

You want to join in – where do you start?

You need to identify ‘content’ items you can easily create

and distribute • Actually a lot of the content doesn’t have to be yours!

Then you need to identify where you can ‘post’ this data• There are literally 100’s of networking sites out there some will

be better that others

You need to formulate a plan and stick to it• Remember it’s a marathon not a sprint

What do we recommend as a good start point?

These websites are a great starting point for your Social Platform

You will find that you can publish one piece of content in multiple ways

Get Onboard before its too late!

Website MarketingThank youAny Questions