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WEB 2.0 FOR SMALL BUSINESS
Blogs, RSS and Video
Search & Online Advertising
Social Networks
Virtual Worlds
eCRM
Resourcing
WEB 2.0 & SOCIAL MEDIA
DAVID VS GOLIATH

Web 2.0 provides enormous opportunities for
small business.
- Reduce operational costs
- Generates leads and sales
- Recruitment
- Market research
BLOGS, RSS & VIDEO
“Blogging in an ephemeral fad. Destined to burn
itself out in a year or two.”

Hiawatha Bray, business journalist circa 2002

He is now a prolific blogger
“There are roughly 70 million blogs in existence, so I'm told,
with around 120,000 being created every day.”

“The reality is that as a result of the
changing context in which 21st Century communications
operates, the media are facing a hugely more
intense form of competition than anything they have ever
experienced before.”

“They are not actually the masters of this change, they're in
many ways the victims.”

Tony Blair - June 2007
Marker/Xero Event - Web2 0 For Small Business
BLOG
BLOGS, RSS & VIDEO


Make your blog the place for dynamic content

Launch internally first (don’t email just post it)

Define a clear policy, but just trust your team

Contrary to popular opinion, blogs don’t have to be ugly

Replace your newsletter
Marker/Xero Event - Web2 0 For Small Business
RSS MARKETING
BLOGS, RSS & VIDEO



RSS is not just for blogs or news

Consumers don’t need to be tech savvy anymore

Special o ers

Service updates

Updates to product documentation
WHAT DO YOU GET?
BLOGS, RSS & VIDEO



  DYNAMIC                           SEARCH
                     RSS & OPML
  CONTENT                         ENGINE REACH




                        SOCIAL
 RICH MEDIA          BOOKMARKS/   BLOGOSPHERE
                       RATINGS




                                      EMAIL
 DISCUSSION             TAGS
                                  DISTRIBUTION
Marker/Xero Event - Web2 0 For Small Business
VIDEO
BLOGS, RSS & VIDEO


Create your content and then publish it everywhere:

- YouTube
- iTunes
- Brightcove
SEARCH & ONLINE ADVERTISING
MEDIA BARONS vs THE SWARM
SEARCH & ONLINE ADVERTISING
Marker/Xero Event - Web2 0 For Small Business
PAID SEARCH
SEARCH & ONLINE ADVERTISING


Paid search is the number one category of spend in
the US market.

Google is still dominant, but Yahoo! Panama o ers a
new feature set.

Microsoft AdCenter has access to powerful
demographic targeting.
BANNER ADVERTISING
SEARCH & ONLINE ADVERTISING


Banners in New Zealand are expensive.

Better value media buys are available o shore but if
you are targeting markets outside of the US only use
networks that can geo-target.

Blog networks are growing fast.

All the players are moving towards automation and
marketplaces. Gadgets Ads, Video Ads.
BLOGS
SEARCH & ONLINE ADVERTISING


Bloggers generally have a much higher level of trust
and engagement with their audience compared with
traditional media.

Beyond banners other options include:

- Paid links
- Sponsored content (PayPerPost.com)
- Advertise in RSS feeds
- Build a relationship and ask for their help
- Media buys via blog networks
VIDEO
SEARCH & ONLINE ADVERTISING


Biggest area of growth next year

Numerous options

No established models

- Pre-Roll
- Mid-Roll
- Post-Roll
- Contextual overlays
Marker/Xero Event - Web2 0 For Small Business
Marker/Xero Event - Web2 0 For Small Business
SOCIAL NETWORKS
Marker/Xero Event - Web2 0 For Small Business
BUSINESS USES FOR FACEBOOK
SOCIAL NETWORKS


Fastest growing social network on the planet

Founded in the US college community, the
demographic profile tends to be more attractive than
myspace.com

91% of respondents use social networking sites to
stay in touch with friends they see

72% of respondents use them to make plans with
their friends.
FACEBOOK DOWN UNDER
SOCIAL NETWORKS
FACEBOOK FOR HR & RECRUITMENT
SOCIAL NETWORKS
FACEBOOK FOR HR & RECRUITMENT
SOCIAL NETWORKS


Run a social club network

Run an alumni network to retain contact with
employees that leave

Ask your sta to link to job ads and o er them
an incentive

Search at competitor companies
FACEBOOK FOR HR
SOCIAL NETWORKS
FACEBOOK FOR BUSINESS
SOCIAL NETWORKS
OTHERS
SOCIAL NETWORKS


LinkedIn
- excellent for recruitment

MySpace
- suitable for certain brands
- launching the same model as Facebook Social Ads

Bebo (No. 1 in NZ) Pownce, Twitter, blah, blah, blah....

Everyone in the US is starting a niche social network
eCRM
SALESFORCE NEED A NEW NAME
SALESFORCE.COM


It is not just for the sales team

“GoogleForce”
- closing the gap between sales and marketing

Leverage the additional capabilites, Apex, and
AppExchange.

Eloqua or something like it
GOOGLEFORCE
SALESFORCE.COM


Link up your Salesforce account with AdWords.

Add the AdWords tab and Dashboard.
Marker/Xero Event - Web2 0 For Small Business
LIVEPERSON.COM
CRM
GETTING THE RIGHT PEOPLE
RESOURCING


Interview questions:

“How often do you use Facebook?”

“What are your favourite websites?”

Skills:

All rounders (can do some stu and happy to learn)
GETTING THE RIGHT PEOPLE
RESOURCING


Communications degree at AUT

Marketing/Technology Joint Degree at AUT

Pure marketing graduates are sometimes not right
www.markerstudio.com | blog.markerstudio.com | www.jonbeattie.com




jon.b@markerstudio.com
Skype: beattieboy1
Ph: 021 434 133

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Marker/Xero Event - Web2 0 For Small Business

  • 2. WEB 2.0 FOR SMALL BUSINESS
  • 3. Blogs, RSS and Video Search & Online Advertising Social Networks Virtual Worlds eCRM Resourcing
  • 4. WEB 2.0 & SOCIAL MEDIA
  • 5. DAVID VS GOLIATH Web 2.0 provides enormous opportunities for small business. - Reduce operational costs - Generates leads and sales - Recruitment - Market research
  • 7. “Blogging in an ephemeral fad. Destined to burn itself out in a year or two.” Hiawatha Bray, business journalist circa 2002 He is now a prolific blogger
  • 8. “There are roughly 70 million blogs in existence, so I'm told, with around 120,000 being created every day.” “The reality is that as a result of the changing context in which 21st Century communications operates, the media are facing a hugely more intense form of competition than anything they have ever experienced before.” “They are not actually the masters of this change, they're in many ways the victims.” Tony Blair - June 2007
  • 10. BLOG BLOGS, RSS & VIDEO Make your blog the place for dynamic content Launch internally first (don’t email just post it) Define a clear policy, but just trust your team Contrary to popular opinion, blogs don’t have to be ugly Replace your newsletter
  • 12. RSS MARKETING BLOGS, RSS & VIDEO RSS is not just for blogs or news Consumers don’t need to be tech savvy anymore Special o ers Service updates Updates to product documentation
  • 13. WHAT DO YOU GET? BLOGS, RSS & VIDEO DYNAMIC SEARCH RSS & OPML CONTENT ENGINE REACH SOCIAL RICH MEDIA BOOKMARKS/ BLOGOSPHERE RATINGS EMAIL DISCUSSION TAGS DISTRIBUTION
  • 15. VIDEO BLOGS, RSS & VIDEO Create your content and then publish it everywhere: - YouTube - iTunes - Brightcove
  • 16. SEARCH & ONLINE ADVERTISING
  • 17. MEDIA BARONS vs THE SWARM SEARCH & ONLINE ADVERTISING
  • 19. PAID SEARCH SEARCH & ONLINE ADVERTISING Paid search is the number one category of spend in the US market. Google is still dominant, but Yahoo! Panama o ers a new feature set. Microsoft AdCenter has access to powerful demographic targeting.
  • 20. BANNER ADVERTISING SEARCH & ONLINE ADVERTISING Banners in New Zealand are expensive. Better value media buys are available o shore but if you are targeting markets outside of the US only use networks that can geo-target. Blog networks are growing fast. All the players are moving towards automation and marketplaces. Gadgets Ads, Video Ads.
  • 21. BLOGS SEARCH & ONLINE ADVERTISING Bloggers generally have a much higher level of trust and engagement with their audience compared with traditional media. Beyond banners other options include: - Paid links - Sponsored content (PayPerPost.com) - Advertise in RSS feeds - Build a relationship and ask for their help - Media buys via blog networks
  • 22. VIDEO SEARCH & ONLINE ADVERTISING Biggest area of growth next year Numerous options No established models - Pre-Roll - Mid-Roll - Post-Roll - Contextual overlays
  • 27. BUSINESS USES FOR FACEBOOK SOCIAL NETWORKS Fastest growing social network on the planet Founded in the US college community, the demographic profile tends to be more attractive than myspace.com 91% of respondents use social networking sites to stay in touch with friends they see 72% of respondents use them to make plans with their friends.
  • 29. FACEBOOK FOR HR & RECRUITMENT SOCIAL NETWORKS
  • 30. FACEBOOK FOR HR & RECRUITMENT SOCIAL NETWORKS Run a social club network Run an alumni network to retain contact with employees that leave Ask your sta to link to job ads and o er them an incentive Search at competitor companies
  • 33. OTHERS SOCIAL NETWORKS LinkedIn - excellent for recruitment MySpace - suitable for certain brands - launching the same model as Facebook Social Ads Bebo (No. 1 in NZ) Pownce, Twitter, blah, blah, blah.... Everyone in the US is starting a niche social network
  • 34. eCRM
  • 35. SALESFORCE NEED A NEW NAME SALESFORCE.COM It is not just for the sales team “GoogleForce” - closing the gap between sales and marketing Leverage the additional capabilites, Apex, and AppExchange. Eloqua or something like it
  • 36. GOOGLEFORCE SALESFORCE.COM Link up your Salesforce account with AdWords. Add the AdWords tab and Dashboard.
  • 39. GETTING THE RIGHT PEOPLE RESOURCING Interview questions: “How often do you use Facebook?” “What are your favourite websites?” Skills: All rounders (can do some stu and happy to learn)
  • 40. GETTING THE RIGHT PEOPLE RESOURCING Communications degree at AUT Marketing/Technology Joint Degree at AUT Pure marketing graduates are sometimes not right
  • 41. www.markerstudio.com | blog.markerstudio.com | www.jonbeattie.com jon.b@markerstudio.com Skype: beattieboy1 Ph: 021 434 133