This document summarizes key statistics about internet and social media usage. It highlights that the majority of online content will be user-generated within two years. It also provides tips for digital marketing and best practices for using tools like websites, email marketing, social media, and search engine optimization to engage customers online.

1. CIM Digital Marketing Bootcamp 13 th May 2010 The Web Untangled

2. Significance of the Internet

4. Significance of the Internet “ Just another tool - like a fax machine” “ A fad which will pass when the next thing comes along” “ A fundamental force for world change” “ A subversive medium which threatens our society” “ The way in which business will be run”

5. “ Our world is about to see a change as significant as the introduction of the printing press. It will be an exciting time, a time of great opportunities for those who can see and seize them, but of great threat and fear for many.” Beyond Certainty - Charles Handy

6. How Good is Your Memory? In what years did the following first appear? 2004 Facebook 2000 50% of US adults had bought on-line 1994/5 Amazon & Yahoo! 2006 Twitter 2001 Wikipedia 1999 Egg 1999 Google

7. A Fascinating History “ During some sessions in the CERN cafeteria < in 1990 >, Tim <Berners-Lee> and I try to find a catching name for the system. I was determined that the name should not yet again be taken from Greek mythology. Tim proposes 'World-Wide Web'. I like this very much, except that it is difficult to pronounce in French.” - Robert Cailliau, A Short History of the Web , 2 November 1995 www.livinginternet.com - comprehensive history of the internet, the world wide web etc.

8. Influence on Purchasing Clear 40% of European shoppers have changed their minds about which brand to buy after researching online. The British are most likely to be influenced by their research (49%), followed by the Danes (48%) and the Dutch (44%). Those least likely to be swayed are the Italians (27%) and the Spanish (34%). Study by the European Interactive Advertising Association.

9. On-Line Marketing Tools Web sites / Pdf downloads / Podcasts Literature Viral marketing / Social media Word of mouth Displayed online Packaging E-commerce Merchandising Virtual exhibitions / QTVR Trade shows E-mail / Web response Direct mail Online sponsorship Sponsorship Online editorial / e-zines / Blogs / Newsletters PR Incentives / Rewards / On-line ‘loyalty’ schemes Sales promotion Virtual sales staff / Affiliate marketing Selling PPC sponsored keywords / Banner ads Advertising

10. Broadband Access at Home Source: BMRB Internet Monitor May 2008 Base: All who have used the Internet at home on a computer in the last month 92% >2Mb connection 70% 47%

11. Internet Profile Vs GB Profile Estimated Internet User Population: 30,874,914 Estimated Totals of GB Population aged 15+: 47,288,100 MALE FEMALE AB C1 C2 DE GENDER & SOCIO-ECONOMIC GROUP 15-17 18-24 25-34 35-44 45-54 55+ AGE Source: NOP World, Internet User Profile Study – June 2006

12. Online Advertising Market H1 2009 £1.75bn H1 2003 £230m Source: PricewaterhouseCoopers / Internet Advertising Bureau On line share of advertising: 18.7% (14.7% in 2007) Market -0.7% (all down except cinema and online) Online +21% (cinema +12%)

13. Definitions intranet extranet internet E-marketing / E-commerce / E-business

14. Relevance to Your Business

16. The 5 S’s of Digital Marketing SELL SERVE SPEAK SAVE SIZZLE Sales directly or in support of off-line. B2B and B2C. Big opportunity for targeting, segmentation. BOOKS CDs BODY PARTS! Adding value or improving customer experience. Promote loyalty. LOGISTICS RECIPES TAILORED CONTENT Closer, two-way communication with customers and stakeholders Web sites, e-mail, blogs, chat rooms, online research etc. CUSTOMERS PROSPECTS INVESTORS EMPLOYEES Save time, money and effort. Discounts for online transactions. Reduced staffing costs. BANKING SHOPPING LITERATURE Build and strengthen brands. Employ strong imagery, innovation. Delight customers. SIMULATION CUSTOMIS N . PERSONALIS N . Source: Chaffey, D and Smith PR, eMarketing eXcellence

17. Impacts All Parts of the Process Examples of internet impact Awareness Knowledge Liking Preference Conviction Purchase Search engines E-mail and web sites Interactive web sites On-line PR Cybermediaries E-commerce

19. How Does it All Work? Internet navigation Search engines email web Google

20. Web Sites

27. Determinants of Site ‘Stickiness’ High quality content - 75% Ease of use - 66% Speed of download - 58% Update frequency - 54% Cutting edge technology - 12% Purchasing Capabilities - 11% Customizable Content - 10% Chat and Bulletin Board Systems - 10% Other - 6% Your aim is to get visitors to your web site, stay on your site and return frequently. Forrester Research

35. Plan Audience ‘Journey’ Tel: 07923 540695 [email_address] © Keynote PR Ltd 2010 Action you want them to take Info. they will be seeking Target Audience

38. Search Engine Optimisation 90%+ of web users say they use search engines in locating a supplier Consider whether direct URL entry is likely to work for you Position in search engines is key: 1 5 10 100 30 10 RELATIVE TRAFFIC PROJECTIONS RANK

39. Dominance of Search Engines Source: Vertical Search Report (B2B) 2009 “ How often do you use the following for business related searches?”

41. Initial Search Term List Tel: 07923 540695 [email_address] © Keynote PR Ltd 2010 Variants Key words or phrases

42. Who Are You? “ Second user vehicles” “ Sealed Units” “ Sanitary solutions”

43. Who Are You? “ Second user vehicles” “ Cheap cars” “ Sealed Units” “ Double glazing” “ Sanitary solutions” “ Plumber Chelmsford” Remember plurals and mis-spellings

44. Sponsored Search (PPC)

45. Use key phrases rather than keywords https://adwords.google.com/select/KeywordToolExternal Use Keyword Tools to optimise position

47. E-mail

49. Campaign Examples (1) Client: BBC – Top Gear Newsletter Target Audience: This is a weekly newsletter to support the website which is constantly updated to provide on line motoring news. Campaign size: 35,000 Call to action: The aim of this weekly campaign was to drive visitors to the website and support the sales of the magazine. The client also made revenue from advertising.

51. Campaign Examples (2) Client: The TreeHouse public house Target Audience: People who want to be updated with any changes to the standard menu. Campaign size: 300 Call to action: This mail goes out every month to a small but targeted audience. All the contacts in the database have opted in to receive the mail.

53. Test for Different Platforms

54. Image Blocking Dave Chaffey 2007

56. Social Media

60. Business Blogging

62. Before Starting a Business Blog Who will be your blogger? - Blogs are about individuals. It is important to have a strong voice. Transparency and authenticity - Ghost writing a blog in the name of company CEO is not in the true spirit of blogging, and can backfire. Resources - Financially, setting up a blog is not costly. However, blogging for business takes time. Policy - Decide before you launch how you will deal with comments. Return on investment - Consider how you will evaluate the blog’s success.

63. Key Social Media User generated content sharing Social networking Microblogging Social bookmarking Wikis

65. A Two-Edged Sword Mars Skittles Live Twitter feed launched March 09 Within days, profanities posted – Twitter feed moved to less prominent area of site Link suggested between Skittles and cancer Cynicism at ‘social media trick’

69. Social Media News Release

72. Action Plans

76. 2010 Conference booked for 8 th July Fourth ^

77. t: 07923 540695 e: terry@keynotepr.com www.keynotepr.com Thank You