Digital Download

Thursday, 2 October 2008

Dominique Hind
http://dominiquehind.wordpress.com
Before we start

Who is the single largest music retailer on the planet?
Apple A Computer Company

Who is the worlds largest camera manufacturer ?

Nokia A Mobile Phone Manufacturer

Who represents the largest threat to the Television & Movie Industries?
Hulu & Joost Online networks

Who is the largest & fastest growing media company on the planet?
Google A Search Engine

Who has the 5th largest GDP on the Planet?

eBay
Before we start

I email useful information to colleagues

I send photos to friends

I use instant messenger

I have participated in a poll

I have submitted a book review on Amazon

I have submitted seller feedback on ebay

I read or contribute to discussion groups

I contribute personal opinions to websites

I write my own blog

I create multimedia content & put it on the internet

Today

1. Short introduction to the Internet

2. Customers online: a paradigm shift
3. Advertising today
4. Online advertising
5. Search consumption (SEM & SEO)
6. Blogs
7. Social networks
8. Website
9. Email Not covering
- Mobile
10. Benchmarks & ROI - RSS
11. Top 3 online trends - Indepth web development
- Driving traffic (social marketing)
A short history of the internet
In the beginning……

Geeks

Military Academics
 Tim Berners-Lee

The first
Browser
1990

The first
website
1991
The First Banner Ad

When: October 1994

Where: HotWired

Size: 468 x 60 pixels

Client: AT&T

Copy:
Have you ever clicked your mouse right here? You will.
User-friendly browser

When: 1995

What: Netscape launched

Why: Easy platform to search the Internet
The Madness….
Increased Online Focus
What else is happening?

1,463,632,361 internet users globally

(www.InternetWorldStats.com 30 June 2007)

100,316,360 TDL domains registered

(http://www.zooknic.com/Domains/counts.html 15 April 2008)

2,869,632 blogs registered through authoring tools

(http://www.blogcensus.net 29 September 2008)
Internet usage by region
Internet penetration by region
 Online Delivering Big Numbers

As at Feb 2008:

Active Digital Universe:

10,927,000

Accessing Broadband at Home:

9,395,296

Ave Time Spent Online p/m:

19 hrs : 43 min : 02 sec

Source: Nielsen Online NetView Home and Work February 2008

 No. of Home Access Users
Monthly Time Online (hh:mm:ss)

0:00:00
2:24:00
4:48:00
7:12:00
9:36:00
12:00:00
14:24:00
16:48:00
19:12:00
21:36:00
0:00:00
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
11,000,000
12,000,000
Jan-05
Jan-05
Feb-05
Feb-05
Mar-05
Mar-05
Apr-05 Apr-05
May-05 May-05
Jun-05 Jun-05
Jul-05 Jul-05
Aug-05 Aug-05
Sep-05 Sep-05
Oct-05 Oct-05
Nov-05 Nov-05
Dec-05 Dec-05
Jan-06
Jan-06
Feb-06
Feb-06
Mar-06
Mar-06
Apr-06
Apr-06
May-06
May-06
Jun-06
Jun-06 Jul-06
Jul-06 Aug-06

Month
Aug-06 Sep-06
Sep-06 Oct-06
Oct-06 Nov-06
Nov-06 Dec-06
Dec-06 Jan-07

Time Spent per Month

Jan-07 Feb-07

Source: Nielsen Online NetView Home February 2008

Feb-07 Mar-07
Apr-07
Mar-07
May-07
Apr-07
Jun-07
May-07
Jul-07
Jun-07
Aug-07
Jul-07 Sep-07
Home Broadband Penetration Australia - from January 2005

Aug-07 Oct-07
Sep-07 Nov-07
Oct-07 Average Time Spent Online per Month. January 2005 - February 2008 Dec-07
Nov-07 Jan-08
Dec-07 Feb-08 9,395,296
Jan-08

19:43:02
Feb-08

% of Home Access Users

0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

Jan-05
Feb-05
Mar-05
Apr-05
May-05
Jun-05
Jul-05
Aug-05


Sep-05
Oct-05
Nov-05
Dec-05
Jan-06
Feb-06
Mar-06
Australian Time Spent Online

Apr-06
May-06
Jun-06
Jul-06
Aug-06
Month

Sep-06
Oct-06
penetration

Nov-06
Dec-06
Jan-07
Feb-07
Mar-07
growth in broadband

Apr-07
Increasing in line with
homes connected to the Internet .

May-07
Broadband = access speed > 56K.

Jun-07
Jul-07
Aug-07
all active Internet Users within Australian
Nielsen Online: Broadband penetration of

Sep-07
Home Broadband Penetration Australia - from January 2005

Oct-07
Nov-07
Dec-07
Jan-08
89.80%

Feb-08
Consumers online
A paradigm shift
 Evolution of the online consumer

‘New to Net’
Communications Services Retail Contributor
User
First activities Email Online banking CDs/Books Blogs
Get to know ISP Message services Simple travel Complex travel Comments & posting
Information search Photo sharing Lodge tax eBay Customer reviews
LOTS of time browsing Social networks Book concerts Groceries Ratings

Source: Nielsen//NetRatings
Young consumers more active online

Common features:
1. User-generated content over
corporate content
2. Communities
3. Music
4. Keeping in touch
Older consumers are functional

Common features:
1. Information rich
2. News
3. Staying in touch
Consumers ecosystems
 Users are more than just users

Source: http://darmano.typepad.com/
 Kids are growing up with technology

The top five online chores for 8-14 year olds:

38% share pictures & emails with relatives

38% get movie listings

36% invitations & party planning stuff

36% plan vacations/travel

35% get driving directions

14% helped their parents prepare their income tax return

Source: YPulse Friday, 11 May 2007

 Tween & teen online behaviour

Globally, the average young person connected to digital technology has:

94 phone numbers in his or her mobile phone.

78 people on a messenger buddy list &

86 people in his or her social networking community.

Digi-kids are not geeks

59% of 8 to 14 yrs still prefer their TV to their PCs

Only 20% of 14 to 24 yrs globally admitted to being "interested" in technology.

Climate impacts on digital technology.

In countries with a strong outdoor culture, such as Italy, Brazil & Australia, young
people use mobiles for arranging to meet, flirt & take pictures of their friends.

Online activity

70% said the first thing they did after turning on their computer was to check IM.

14-17 girls spend the least time online -- 21 hrs/wk

22-24 males spent the most time online -- 31 hrs/wk

100% of those surveyed said they communicate every time they go online.

Source: MTV, Nickelodeon & Microsoft study

http://sev.prnewswire.com/multimedia-online-internet/20070724/NYTU10924072007-1.html
 Multi-tasking is becoming normal

50% of Australian Internet users say that for at

least half the amount of time they are online at
home they also have the television on.

Source: ninemsn Media Usage Study

Broadband users do more

Broadband users spend between 3 & 9 times

more time online than dialup users

AND they use more entertainment services
Broadband impacts user behaviour

IM: 49% bb vs. 29% dial-up

Chat groups: 25% bb vs. 16% dial-up

Music downloads: 44% bb vs. 35% dial-up

Video downloads: 24% bb vs. 11% dial-up

Online radio: 26% bb vs. 15% dial-up

Creating blogs: 13% bb vs. 6% dial-up

Reading blogs: 21% bb vs. 10% dial-up

Podcasting: 10% bb vs. 3% dial-up
Five key Consumer take outs

1. More time online

Consumers are consuming more online, it is becoming a
down time tool (engaging, but functional content)
2. Kids as teachers

Kids are teaching their parents how to use the computer &
internet
3. Divided attention

Multi-tasking is common & we are competing for attention
4. Lots of noise

Everyone is talking about online – consumers, agencies &
the media
5. Consumers are multi-dimensional

Users are more than just users
Advertising today
 Messenger
Trigger comms
Display
iPhone apps

Streaming

Ambassadors

Online WOM
Microblogging

Video - YouTube

SEO

Widgets
 Customer Journey

Attract Engage Transact Retain Grow

(how do we (what is going (how do we (what ongoing (what ongoing
attract people to make get them to comms are we comms sre we
& drive them engage transact, either going to use to going to use to
awareness of the with the brand financially keep the brand keep growing the
campaign) or site) or pzersonally) top of mind) consumer trans)

ATL Microsite Shop online DM DM

POS Landing page Register eDM eDM
Online Website eDM sign-up Call Call
OTM Instore
DM In-branch Microsite Microsite
eDM Call centre
WOM

Measurement & Optimisation

How business approach marketing?

Campaign activity

Base line activity

(consistency & presence in market)
How we should approach it?

Base line activity

(consistency & presence in market)

Campaign activity
Online advertising
Attract
Online Advertising Definition

Any paid-for or free space on a website or in an

email, including:

Referrals

Keyword Search (SEM)

Classifieds

Sponsorships

Display Ads

Email
 Digital Segment Terminology

Online Advertising

General Advertising Online Classifieds Paid Search Directories

Display advertising (e.g.
Automotive
Pay Per Click Search
Online directories (e.g.
Banners) Engine revenue Yellow pages online, city

Real estate
search

Sponsorships
Pay per Click Contextual

Employment
Search revenue
Local Search

Affiliate Advertising

Personals

Email Advertising

General Classifieds

Online Auction listings
 Big Spenders: Finance, Computer & Auto

IAB Online Advertising Expenditure Report Dec 07

 Online Ad Expenditure

Source: IAB Online Advertising Expenditure Report Dec 07

 Top Australian Networks
9.5 million unique users

Ninemsn: 7.86 million unique users

• 9MSN TV show sites, ACP Magazine Sites, Hotmail, MSN Messenger, Hoyts, 9MSN Finance & Travel.

Sensis Media Smart/Telstra: 6.77 million unique users

• Yellow Pages, White Pages, Where Is, Sensis.com.au, School Friends, Trading Post, City Search,
Travel.com.au, Lastminute & Bigpond.

Yahoo! 7: 4.96 million unique users

• Y! Mail & Messenger, Channel 7 Sites (Sunrise, Today Tonight), Pacific Publication Sites (Better Homes &
Gardens, Girlfriend).

4.4 million unique users

News Digital: 3.70 million unique users
• News.com.au, Fox Sports, Career One, Aus IT & News Corp papers.

Fairfax Digital: 3.46 million unique users

• SMH, The Age, AFR, Trading Room, Money Manager, My Career, Drive & RSVP.

Source: Nielsen Online NetView Home & Work April 2008

Expanding & Streaming
Over The Page
Dynamic Ads (RSS)
MSN Messenger
Creative presentation
Common Internet Advertising
Terminology

Impressions: The number of times an internet ad is displayed.

Clicks: Number of times users have clicked on an internet ad.

Unique user reach: Number of unique users an internet

advertising campaign has reached (different from impressions
as one unique user may be delivered several ad impressions
during a campaign).

Click through rate (CTR): Percentage of users who have click

on an internet ad. This is the metric commonly used to
measure initial effectiveness of creative concepts & ad
placements. An average CTR is 0.20% but this varies by
creative size (a text link for example will have a much lower
CTR while a large format banner will have a much larger CTR).

Eg. 50 clicks from 10,000 impressions = 50/10,000 = 0.5% CTR.
Common Internet Advertising
Terminology

CPA: Cost per acquisition (acquisition usually a sale, sign up or

lead) is calculated by dividing cost of advertising by number of
sales/sign ups.

Is also a metric for buying online media. Very rarely available, sometimes
offered by publishers as a way of generating revenue via un-sold inventory.

CPM: Metric for buying online media, stands for cost per
thousand impressions (this cost of course varies between
publisher, placement & ad format).

CPC: Metric for judging online media, stands for cost per click.
Standard buying metric for search media but not as widely
available as CPM is across other publishers & sites however
offered sometimes for less targeted activity.
Common Internet Advertising
Terminology

Site Activities: Internet advertising tracking not only allows

advertisers to see impressions, clicks & click through rate for
creative concepts & ad placements but also activities of their
choice past this initial impression & click stage.

Ad-server: Technology that facilitates the running of internet

advertisements on websites & in turn keeps track of
impressions, clicks, click rate & post impression/click
activities.
 Quick Exercise

Do you notice online advertising?

Why?

Funny

Your ads

Competitor ads

What types?

Video

Static

Interaction

Why not?

Too focused

Not interested
Five key Online advertising take outs

1. More than display

Need to think about classifieds, messenger & search
2. Investment is growing

Clients are spending more money advertising online
3. Accountability

Need to define what is brand & what is direct upfront
4. Creative

Think about the environment that the advertising will live in
5. Measurement

What does success look like? What are the benchmarks?
Search Consumption
Attract
What does a search engine do?

A user perspective

Ask a question, get an answer

A search engine perspective

Find all the answers

Give you the best ones…RANKED

Measure the human interaction with it’s logic

If you are not the answer, someone else is

Searcher strategy

SEO SEM

Products
Handsets
Offers
Networks
Google Universal
Google Flights
Google Teleporting
Miserable Failure
Google’s Golden Triangle
Google’s Universal Eye Tracker
Google’s Universal Eye Tracker
2008 Market Forecast

According to Frost & Sullivan (Australian online search study 2008), Information &
Communication Technology sector (ICT’s) is expected to increase search budgets:

57% of Consumer ICTs to increase their search budget

47% increase it by 10-30%

29% by 30-50%,

6% will increase it more than 90%

43% of Business ICTs to increase their search budget

54% increase it by 10-30%

15% by 30-50%

8% will increase it by more than 90%

Of these extra budgets the planned allocation is as followed:

62% increase search engine keyword budgets

31% increase online directory budgets

28% increase contextual search budgets

16% increase mobile search budgets

Telstra set to implement large focus on search for 2008

 Consumer Activity Online
Telco specific

Attract Engage Transact Retain Grow

Generic Keywords Generic & Product Brand Terms Brand Related Terms
Keywords
(Mobiles, Nokia, (Optus Mobile, (Optus Mobile, My Optus)
Sony Ericsson, Cap (W880i, Skypephone, Optus,
with Low Avg. CPCs, High Avg. CTRs, Low
Plans) N95) Optus.com.au)
Conversion Rates
with High Avg. with High Avg. with Low Avg.
CPCs, Low CTRs, CPCs, Medium Avg. CPCs, High Avg.
Low Conversion CTRs, Medium to CTRs, High
Rates Low Conversion Conversion Rates
Rates

64% learn more about 76% compare prices of 40% purchased/ 31% return to where they purchased a
new telecommunication new telecommunication subscribed to a new telecommunications products for accessories &
products online products online telecommunications product service
after researching it online

Source: MediaScreen Telecommunications Survey. July 2006

Keyword bible

Brand terms
(Optus, Fusion)

Generic terms
Campaign 2 (Mobile, Broadband, Fixed Line)

Campaign 3

Campaign 4
Campaign 1

Campaign 5
All segments search on generic terms
 Landing Page Guidelines

SEM (paid) Affiliate (paid) SEO (organic)

Broadband Broadband Broadband

Special deal for visitors What to look for from a Common features
We have a great deal
of X/Y/Z Broadband provider?
for people who want to
Specific copy specific
connect their Call/order now & enjoy an The top 10 things to know copywriters
broadband services exclusive offer when you are looking for
broadband.
Optus can offer you as a visitor Conversion driven
Call now!
of X/Y/Z a 10% extra download Many people have a lot of
package on all broadband questions about choosing the Integrated approach
Or leave your name to go in
services ordered today. best broadband provider. What (1+1=3)
the draw for a free Internet We will also send an email with are the key things to look for?
Security Pack, available information on the Internet Download limits, costs,
exclusively from Optus Security Pack… restrictions. Based on searcher
demand - keywords
Campaign driven Measurable conversion Keyword compliance
Clear conversion Personal approach 1 per red keyword
DM style Funnel by affiliate Leader –guru
Short Provide info content Create trust
SEO not main aim “Exclusive” deal SEO is main aim
Written to sell Written to sell Written to inform
Search Engine Optimisation (SEO)
Search Engine Optimisation

Definition

The process of choosing targeted keyword phrases related to
a site, and ensuring that the site places well when those
keyword phrases are part of a web search.

www.marketingterms.com

The process has two major components:

“On page” optimisation

site technology & accessibility

site content

“Off page” optimisation

link popularity

link reputation
Best Practice SEO: Design

Several on page elements are taken into

account by Spiders (not limited to):

Page Titles

Meta Description & Keywords

Page Copy (Body Content)

Image Alt Text

Internal Link Anchor Text

File names

Search Friendly Navigation

Site Map

Heading Tags

A clearly distinguishable site architecture
& navigation structure can help with
inclusion & improving rankings.
Best Practice SEO: Content

Content is King!

The Internet is mainly a source of information & that is what search
engines look for. So the more content the better.

Consider how people would find information

By brand

By product capability

By Issue

Develop content around the selected keywords

(Or Augment the existing content to cover target terms)

Fresh content is favored by search engines

Blogs, Press Releases, community areas
Keyword in title 
Keyword in directory 

Content tab 
Keyword in H1 

Keyword body spread 

Hyperlinked text 

Keyword meta tags 

Ego search
Ego search

Gav is an older, American

comic actor born in 1931
Ego search

Hamish’s name has been

automatically respelt, is an
American soul musician, formally
in The Average White Band
Ego search

Megan is Megan, but there is a

lot of room for her to own her
name
Submit your site
Register your trademark
 Quick Exercise

What can you do to increase your profile/presence
online?

What type of sites?

What is your action plan?
IAG Unworry Exercise
Five key Search take outs

1. Constant

Search isn’t just a campaign, it must be on 100%
2. Nurture

Search must be nurtured, whether it is paid or organic
3. Integration

Search must be integrated into campaigns. Only 2% of
people remember URLs shown in TVCs or other activity.
4. Optimisation

Search can be optimised real-time, campaigns can be tested
& learnings taken out immediately
5. Measurement

What does success look like? What were the take outs from
the campaign (ATL elements)?
Blogs
Attract, Engage & Participate
 Blogging thoughts

Source: http://darmano.typepad.com/
 State of the Blogosphere

comScore MediaMetrix (August 2008)

Blogs: 77.7 million unique visitors in the US

Facebook: 41.0 million

MySpace 75.1 million

Total internet audience 188.9 million

eMarketer (May 2008)

94.1 million US blog readers in 2007 (50% of Internet users)

22.6 million US bloggers in 2007 (12%)

Universal McCann (March 2008)

184 million WW have started a blog | 26.4 US

346 million WW read blogs | 60.3 US

77% of active Internet users read blogs

Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/

•
 Blogging demo & geographic details

Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/

•
 Personal vs corporate blogs

Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/

•
 Most popular blog topics

Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/

•
 Why blog?

Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/

•
 Elements used within the blog

Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/

•
 Driving traffic to blogs

Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/

•
 Measuring blog success

Source: State of the Blogosphere 2008 http://technorati.com/blogging/state-of-the-blogosphere/

•
Source: http://darmano.typepad.com/
 Blog statistics

Source: http://dominiquehind.wordpress.com
Why is blogging important to
companies?
 It all started with a post

Source: http://www.buzzmachine.com/archives/cat_dell.html
 And gained momentum

Source: http://www.buzzmachine.com/archives/cat_dell.html
And even more momentum
Leading to dedicated haters
Phase 1 – Dell blog
One-way information push with moderated postings & comments
Phase 2 – Inviting participation
Collaborative environment
Dell’s three year progression
IdeaStorm redesign
Direct2Dell redesign
Dell tracking IdeaStorm
Dell staff listen to blogs
My Starbucks Idea
Quick Exercise

How should Optus use a blog?

Is We Hear You enough?

How should customer
feedback flow through
Optus?

Process

Profile
Five key Blogging take outs

1. Consistent message

Ensure messaging is consistent with online activities
2. Open communication

Transparent two-way dialogue is essential in authentic
communication
3. Onsite promotion

Idea promotion onsite allows the company to meet customer
needs & wants
4. Company wide buy in

Must be ingrained in the company with all departments
actively engaged with regular posts
5. Focus

Site needs to have one single, specific focus to drive posts
Social networking
Attract, Engage & Participate
Social Marketing
Definition

It is a platform for connection between like minded

people or those that have a personal connection.

Communities or groups are initially formed on physical

connections & social networks radiate outwards
based on common interests between people (MGM).

Social networking provides the platform for people to

engage & find other like minded individuals.
Social Marketing
A question

Where does social marketing fit in a

marketing context?

Consumers expect to see commercial

messaging on portals & sites.

BUT on social network sites, without relevance
& context, it has the ability to possibly devalue
& detract from a brands relevance, stature &
esteem.
 Social Network 7 Building Blocks

Source: http://nform.ca/publications/social-software-building-block
Types of social marketing
 2007
Movies Politics

U4Prez
Enhancements

2006

Yacht6, Twitter, Pounce

Corporate Monkeys

2005
Artic

Bebo, Yahoo360
2003 2004
REM

Dogster, orkut, Facebook

LinkedIn, Hi5, MySpace
Social networking history

2002

Friendster
2001
1999 2000
SixDegrees closes
1997 1998
AsianAvenue

1996
SixDegrees

1988 1995
Classmates
AOL
Most popular Social Networks

Twitter, Jaiku, Pownce, 8apps,

Facebook, MySpace, Gleamd,
Zaadz, Ning, Benny Bixs fave,
Dogster, YouTube
Most popular Social Networks
 Social Network Contributors

0.16% of all visitors to YouTube upload videos to it

0.2% of visitors to Flickr upload photos

4.6% of all visits to Wikipedia pages are to edit entries on the
site

Source: http://customerevangelists.typepad.com/blog/2006/05/charting_wiki_p.html
 Top 100 Twitters

Source: http://www.twitterholic.com
Barack Obama’s Twitter stats
 Barack Obama’s Twitter page

Source: http://twitter.com/BarackObama
 US elections

Source: http://election.twitter.com/
Confess your Sins
Twitter vision
Why is social marketing important
to companies?
How to Kill a Brand?
Customers taking control

Yum Brands has

closed a number
of restaurants that
had rats running
wild.

The NYC inspector

who'd given the
restaurant a
passing grade is in
trouble, too.
User generated sites vs corporate sites
 IT Audience spending time online

Executive-level decision makers spend nearly 3.5hrs per week
consuming or participating in social media.

“How many hours per week do you spend online consuming or

participating in the following media types?”

Source: Marketing Charts

http://www.marketingcharts.com/interactive/it-execs-social-media-most-trusted-source-for-purchasing-decisions-619)
 IT Audience trust social media

IT professionals cite social media as the most trustworthy

online source of information when making purchasing
decisions.
“What information sources do you trust the most for your
company’s purchasing decisions?”

Source: Marketing Charts

(http://www.marketingcharts.com/interactive/it-execs-social-media-most-trusted-source-for-purchasing-decisions-619)
Consumer reviews
Profiles of companies involved in
social networks
Five characters of Social Marketing

The Confused The Hopeful

The Experimenter The Participant The Insightful

The Confused
Profile

It’s an interesting place to be

BUT
I don’t really know why I am here.
The Confused
Example
The Hopeful
Profile

I don’t know how

BUT
I hope this is effective.
The Hopeful
Example
The Hopeful
Example
The Hopeful
Example
The Experimenter
Profile

I need to know how this works

& have to be involved,
regardless of the impact.
The Experimenter
Example
The Experimenter
Example
The Experimenter
Example
The Experimenter
Example
The Participant
Profile

This is a digital congregation point

for consumers of like mindedness
(our target audience).
The Participant
Example
The Participant
Example
The Participant
Example
The Insightful
Profile

It just makes sense,

Fish where the fish are.

The Insightful
Example
The Insightful
Example
The Insightful
Example
Quick Exercise

How should Optus get involved with social

networks?

Campaign vs Brand?

What social networks would
be relevant for Optus?
Five key Social Marketing take outs

1. Absolute relevance

Just because you can, doesn’t mean you should
2. Community

Understand your audience & reason for being
3. Involvement

Offer something your audience wants
4. Creative

If it looks like an ad & smells like an ad, it won’t work in
social networking
5. Measurement

What does success look like? What is the economic value of
the campaign?
Website
Engage & Participate
Websites: A thought

People don't want to wait. And they don't want

to learn how to use a home page. There's no
such thing as a training class or a manual for a
website.

People have to be able to grasp the functioning

of the site immediately after scanning the home
page - for a few seconds at most.
Jakob Nielsen
Web 1.0

What is web 1.0?
What is wrong with web 1.0?

One-way communications
People want human interaction

Pretty postcards
The internet is NOT just another

Brochureware websites channel for broadcasting

Internet is just another
The conversation went
channel elsewhere

Corporate speak

Content created by few

Static pages

Digitisation of existing
knowledge
Web 2.0

Why it is different?

Design

Open source

Communications

Conversations (two-way)

Collaborations

Content creation by many

Control of content by few is gone

Mass participation
Types of Web 2.0 sites

Social networks

Blogs

RSS

Social bookmarking

Wikis

File-sharing
Why has there been the change?

Consumers want a rich user experience

Blackmores - B your best
FMCG – giving a reason to visit
AMP’s Super Simulator
Web 1.5
Engagement in offline presence
Consumers want to be understood
Content online
Designs updated based on day
Degree of difficulty

Less complicated More complicated

Price list
eCommerce

Static content
Dynamic content

Same website for all visitors
Personalised website

“Contact Us” form
Real-time chat & call back

Public website
Password protected

Campaign microsite Company website

 Print vs Web

Mainstream
Online:

Images taken in before
Words taken in before images
words
Logo, top left

Logo, bottom right
Designed for familiarity

Designed for freshness
Visitor chooses to interrupt

Interrupts their life their life

Trying to make money
Trying to save money

TURN EVERYTHING YOU KNOW ON IT’S HEAD

How to create a website

1. Never underestimate
2. Create a site map
3. Write a functional spec
4. Creative design & content
5. Technical development
6. Test, test, test & launch
7. Report, optimise, learn & refine
Free TV online

Friis & Zennstr - received part of

$2.6 billion cash payment when
eBay acquired Skype in 2005.
Joost – who has signed up

Warner Music, Fox Studios, Indianapolis Motor

Speedway Productions (Indianapolis 500,
IndyCar Series) & production company Endemol.

In 2007, Viacom entered into a deal with the
company to distribute content from its media
properties, including MTV Networks,BET & film
studio Paramount Pictures.

National Geo, MTV, Red Bull Xtreme channel,

Swimsuit channel
Watching the web via your TV
Quick Exercise

What type of audiences go to Optus?

What questions should the
Optus site ask when people
arrive?

How should Optus update
it’s site to be more web 2.0?
Five key Website take outs

1. Make it easy

Users want to get in & get out of a website (functional)
2. Understand the audience

Understand why the audience is at the website & what they
want
3. Involvement

Offer something your audience wants
4. Content

Content is king, it is what keeps users there & returning
5. Traffic

How is traffic arriving at the site? What is pushing them
there? Where are the islands?
Let’s Play
Engage & Participate
Second Life:
How to get started?
Teen Second Life
Second Life
Avatars

43% women
31 years old (averages)
48% non-Americans
 Second Life
Orientation Island

Residents get inside SL through an Orientation Island

Second Life
Concept
3 key elements
Community

Users can create their own avatars to live a new life in
Second Life world.

User generation content

Second Life citizens are owners of their own contents and
have all legal rights over products, animations, art, scripts
and everything they may create inside SL.

Market

Economy is moved by users that buy and sell products using
Linden Dollars (Second Life coin).
 Second Life
Fast growth

1,000 events per day

275,000 different objects are bought & sold
everyday

2003 2005 2006

Corporate eCommerce
in Second Life
Second Life
Case (BBC1)
 Advergame stats

50% of recipients play the advergame, for an

average of 25 minutes.

90% of players who receive a challenge from a
friend play the game and respond back with
their score or statistics.

According to the Entertainment Software Assn.,
42% of gamers say they play online games one
or more hours per week.

Source: http://www.frontnetwork.net/advergame/
eBay examples
Quick Exercise

Can you see a practical use for any of our

clients?

How would you measure ROI?

Would you use SecondLife?
Five key Gaming take outs

1. Constantly changing

Constantly evolving industry
2. Online advertising

Similar purchasing & specifications as online advertising
3. Audience

This isn’t for every audience
4. Creative

Simple, simple creative similar to billboards (limited
animation)
5. Measurement

This is a brand activity rather than direct response
Email
Attract, Retain & Grow
Why email?

Over half of Internet users check or send email daily

Specific types of interaction with messages can trigger
other messages to be automatically delivered

Specific types of interaction with messages can trigger
other events such as updating the profile of the
recipient to indicate a specific interest category

GREEN

Email marketing is GREEN with almost no impact whatsoever
on the environment

No limit to personalisation
Popular email uses

Opt-in based / profile driven comms

MGM

Viral

RM based communications

Sales promotions

Newsletters

Alerts

Time-based reminders

Trigger based (actions for segments)

New Product launches

Product user/support groups

Sales transaction

Base Transactions - statements / invoices etc
 Why people open an email?

What prompts user to open & respond to

emails?

54%: Products or services featured

40%: Written copy

35%: Subject line

33%: Compelling offers (e.g. discounts, free shipping)

12%: A single large image

9%: Multiple smaller images

6%: Search box within the email

3%: Recipients get text-only email

Source: http://www.emaillabs.com/tools/email-marketing-statistics.html#popularsenddays
Recipe for email success

Audience

Time Message
What you need for an email campaign

Email requirements

MIME (text & HTML)

Text only

HTML only

Envelope details

From

Valid from email address

Reply email address

Email subject

Client list of testers

Customer data delivery & quality

Email blast:

Staged or staggered

One send

Reporting required

Level of personality

Management of opt-out responses
Technical Hints for emails

Link to web version of the email:

All HTML emails should have a link to a hosted page

All text emails produced include a link through to hosted page

Email concepts:

Concepts are optimised for print & will appear different on the
computer screen

Text emails:

Not extensive formatting available use symbols to tailor

Links appearing will appear in the IP/number format.

Preview window:

Ensure key information & offer is at the top.
Technical Hints for emails

File size:

Standard file size of HTML emails are between 14K – 60K.

Email size:

HTML emails are designed to fit 550 x 800 screen resolution &
be viewed in standard email clients.

File types:

HTML emails can’t be produced as .jpg or as an attachments.

Flash in email:

All emails are unable to incorporate rich media within them.
Animated gifs are acceptable.

Email clients:

Web based such as Hotmail, Gmail or Yahoo! and others are
software packages like Outlook, Lotus Notes or Groupwise.

Each email client renders HTML emails differently, so it is
important you test in multiple versions.
 Email related internal review questions

Briefing

Why is the client sending this email? Acquisition or retention?

What does the client want it to achieve?

What will we be measured on?

What is the client’s understanding about email?

Do they know what standards they should be adhering to?

Concepts

What does the concept look like in a preview window? Can you see the
message in the preview window?

What is the subject line? Is it under 50 characters? Does it describe what the
email is about?

Is the most important message (offer) at the top of the email?

Is there a clear call to action?

Is there an allowance for disclaimer & opt-out in the email?

Has the email been layed out insitu? With the email envelope at the top of the
screen?
Email related internal review questions

Develop

Is there any animation in the email? Is it working correctly?

Has the personalisation been included in the email?

Testing

What email client does the client use? Has it been tested in this client?

What email clients has this been tested in? Web based or software clients?

How does the HTML email render in the major email clients?

Reporting

Has this campaign met the clients objectives?

What else needs to be achieved?

Optimisation

Was there any creative testing done? Subject line? Headlines?

What can be learnt from the campaign that can be used in the next
campaign?
Coles emails

No consistent subject line format No one send day or time

No consistent file size

Coles emails
ALDI emails

Changed subject line approach Always sent on Friday

ALDI – theme - date File size more consistent
Tesco emails

Consistent subject line for each email Consistent for each email
Always include Tesco & short Very inconsistent file size
 E-Marketing Toolbox

TIER ONE

+ + + +
Rich e-mail Data Manage Data Capture Metrics
Integration Response

TIER TWO

+ + + ++ + +
Rich e-mail Data Manage Data Capture Landing page Lead Metrics
Integration Response Micro-site Distribution

TIER THREE

+ + + ++ + + +
Rich e-mail Data Manage Data Capture Landing page Lead Optimisation Metrics
Integration Response Micro-site Distribution
Cleaning up your inbox
Cleaning up your inbox
Reducing the need for email
Quick Exercise

Do you read all of your emails?

How many newsletters do you
subscribe to?

When you receive an email, what
do you want it to be?

Brief

Funny

Hastily written

Ill-considered

Thoughtless

Regrettable

Long
Five key Email take outs

1. Communicate if you ask for info

If you ask for an email address, communicate
2. Personalisation

Ensure emails are personalised based on behaviour or
purchase information
3. Test, test, test (& debug)

There are so many email clients, so make sure to test the
developed email
4. Test, test, test (& learn)

So many things to test: creative, subject, times, offers, etc –
don’t forget the control group
5. Checklist

Develop a best practice checklist & ensure all emails meet
everything
Benchmarks & ROI
Campaign summary
Measurement Benchmarks

Online advertising (banner ads)
Email

Direct response
Bounce rates

Click through rates
Open rates

Interaction rates
Click through rates

Post impression clicks
Most popular articles

Brand response
Number of forwards

Impressions served
Search

Websites
Keywords

Position

Visitors

Cost per click

Time spent on site

Cost per lead

Number of pages viewed
Cost per sale

Sign-ups/Registrations
Blogs

Most popular pages
Views

Internal searches
Comments

Paths through site
Linking to

Returning traffic
Search terms

Referring sites
It’s not just about clicks, because it’s not
just about websites
 What we need to consider

1,000,000 people exposed to

campaign

300,000 will possibly click (0.3%)

Direct
response
6,000 clicks (at 0.2% CTR)

610,000 will possibly visit

your site later Brand
response
670,000 will possibly visit a
store later

Source: DartMail research, 2008

 Classifying objectives gives a greater
understanding of the data & performance

Business Marketing Communication

objectives objectives objectives

Deliver sales & revenue targets Build brand awareness Maintain our reputation for x
Generate quality leads Maintain brand awareness & campaigns

Maintain a cost per lead of $X online presence Establish strong links with
Create an online community audience
Establish brands in the market
Increase market share
Campaign optimisation

Revise Run

Review

Run Review Revise

Improvement
Run Review Revise

Run Review Revise

Run Review Revise

Considered test plan/matrix

Multi-variable matrix is a grid showing each variable in

your test.

If you have two possible headlines & two possible product
pho-tographs, you'd create a two-by-two matrix.

You need significant numbers to make it statistically
relevant.

What can you test?

Copy: subject lines, introductions

Creative: landing page, search, online advertising, email

Offers: product, discounts

Time: dispatch, load
Client health check
Website health check
Website health check
Blog health check
Campaign health checks

Free trail to help submit your sites

http://www.trafficgeneratorsite.com/

Understand the noise
http://www.touchgraph.com/

Website information
http://www.quarkbase.com/

Website stats & information
http://www.quantcast.com

Blog & RSS overview
http://www.aiderss.com
Five key Benchmark take outs

1. Measures

Different measures & standards across all things online.
Looking for interaction, participation or engagement.
2. Define objectives

Don’t just define the campaign objectives, look at the
business & marketing objectives
3. Consider Response & Brand

The best & worst thing about interactive is it’s accountability
4. Test, test, test

Define what you want to test upfront & make sure you test
everything
5. Checklist

Develop a best practice checklist for optimsation & ensure
everything is continually measured against it.
Top 3 Online Trends
 1. Consumers have more control

“A new generation of media

consumers has risen
demanding content delivered
when they want it, how they
want it and very much as
they want it”
 1. Consumers have more control

Mass Communication Mass Customisation

 1. Consumers have more control
1968 1988 2008
Newspapers Newspapers Newspapers Podcasts

Broadcast TV Broadcast TV Magazines Download Movies

Magazines Magazines Broadcast TV PC Video Games

Broadcast Radio Broadcast Radio Cable TV Blogs

Eight Track Cassette Tapes Radio Online Video

Walkman CD Player Mobile Video

VCR Personal Computer MMORP Games

Cable TV Satellite Television Instant Messaging

Personal Computer Internet Tivo

Console Video Games DVD Players Slingbox

PC Video Games Satellite Radio iPod

MP3 Players Mobile Internet

Digital channels are the bulk of SMS Console Video Games
our communication / Email Mobile Games
entertainment / information mix Mobile Phone Social Networks
 1. Consumers have more control

Source: www.dealbundle.com
 1. Consumers have more control

Source: www.iliketotalyloveit.com
1. Consumers have more control

There is no question that content is an all-

important factor in changing media
consumption patterns

The opportunity for savvy advertisers is in:

Facilitating the distribution of desirable content

Joining communities (having a good reason for being
there)

Starting and continuing a dialogue with consumers

Providing consumers the tools to better engage with
your brand
2. Media on demand

Scheduled programming
has a limited life
expectancy

“you mean you had to be at

home in front of the TV at
8:30pm on a Sunday night
to watch Grey’s Anatomy?”
2. Media on demand

www.hulu.com
Free, on demand TV from:
• Fox
• NBC
• Universal
• MGM
• Sony
• Warner Bros
• and many more

Current shows
Fewer ads than TV

And free movies too!

2. Media on demand

Online audiences can me more
engaged with content than in other
mass media channels

Ad models such as Video Egg have

adapted to encourage advertising
engagement

Changes to the way we measure

advertising effectiveness are required
2. Media on demand

Advertising impact is less about interruption

Notions of ‘on peak’ & ‘off peak’ will disappear

Fulfilling the consumer’s desire for quality
content will be the new currency for engaging
an audience
3. Pre-shopping
3. Pre-shopping

Catalogue Central Lasoo (Salmat)

250,000 users per month 200,000 users per month
3. Pre-shopping
 3. Pre-shopping

Source: http://grocery.bestpricedirectory.com.au
3. Pre-shopping

More qualified customers

More price competition

Less loyalty

Cost effective opportunity for smaller
competitors

Less opportunity for upsell (higher priced items)
Key learnings & observations
Five key Consumer take outs

1. More time online

Consumers are consuming more online, it is becoming a
down time tool (engaging, but functional content)
2. Kids as teachers

Kids are teaching their parents how to use the computer &
internet
3. Divided attention

Multi-tasking is common & we are competing for attention
4. Lots of noise

Everyone is talking about online – consumers, agencies &
the media
5. Consumers are multi-dimensional

Users are more than just users
Five key Online advertising take outs

1. More than display

Need to think about classifieds, messenger & search
2. Investment is growing

Clients are spending more money advertising online
3. Accountability

Need to define what is brand & what is direct upfront
4. Creative

Think about the environment that the advertising will live in
5. Measurement

What does success look like? What are the benchmarks?
Five key Search take outs

1. Constant

Search isn’t just a campaign, it must be on 100%
2. Nurture

Search must be nurtured, whether it is paid or organic
3. Integration

Search must be integrated into campaigns. Only 2% of
people remember URLs shown in TVCs or other activity.
4. Optimisation

Search can be optimised real-time, campaigns can be tested
& learnings taken out immediately
5. Measurement

What does success look like? What were the take outs from
the campaign (ATL elements)?
Five key Blogging take outs

1. Consistent message

Ensure messaging is consistent with online activities
2. Open communication

Transparent two-way dialogue is essential in authentic
communication
3. Onsite promotion

Idea promotion onsite allows the company to meet customer
needs & wants
4. Company wide buy in

Must be ingrained in the company with all departments
actively engaged with regular posts
5. Focus

Site needs to have one single, specific focus to drive posts
Five key Social Marketing take outs

1. Absolute relevance

Just because you can, doesn’t mean you should
2. Community

Understand your audience & reason for being
3. Involvement

Offer something your audience wants
4. Creative

If it looks like an ad & smells like an ad, it won’t work in
social networking
5. Measurement

What does success look like? What is the economic value of
the campaign?
Five key Website take outs

1. Make it easy

Users want to get in & get out of a website (functional)
2. Understand the audience

Understand why the audience is at the website & what they
want
3. Involvement

Offer something your audience wants
4. Content

Content is king, it is what keeps users there & returning
5. Traffic

How is traffic arriving at the site? What is pushing them
there? Where are the islands?
Five key Gaming take outs

1. Constantly changing

Constantly evolving industry
2. Online advertising

Similar purchasing & specifications as online advertising
3. Audience

This isn’t for every audience
4. Creative

Simple, simple creative similar to billboards (limited
animation)
5. Measurement

This is a brand activity rather than direct response
Five key Email take outs

1. Communicate if you ask for info

If you ask for an email address, communicate
2. Personalisation

Ensure emails are personalised based on behaviour or
purchase information
3. Test, test, test (& debug)

There are so many email clients, so make sure to test the
developed email
4. Test, test, test (& learn)

So many things to test: creative, subject, times, offers, etc –
don’t forget the control group
5. Checklist

Develop a best practice checklist & ensure all emails meet
everything
Five key Benchmark take outs

1. Measures

Different measures & standards across all things online.
Looking for interaction, participation or engagement.
2. Define objectives

Don’t just define the campaign objectives, look at the
business & marketing objectives
3. Consider Response & Brand

The best & worst thing about interactive is it’s accountability
4. Test, test, test

Define what you want to test upfront & make sure you test
everything
5. Checklist

Develop a best practice checklist for optimsation & ensure
everything is continually measured against it.
Questions
Thank you!
Dominique Hind

Email: [email protected]
Blog: http://dominiquehind.wordpress.com