90 minute presentation to TADA on 'Internet and Business'

1. Internet + Business with Charlie Gunningham aussiehome.com / REIWA.com

2. My Mission “ putting media power back in our clients’ hands ”

3. Internet + Business1. Potted History2. Your web site3. Social Media4. Mobiles & ‘Apps’ …. Q+A?

4. I’m lucky, I’ve seen the future!… and it’s good news!

5. 1. POTTED HISTORY!

6. ARPANET, 1968

8. Incredible… but true - 20 years since Internet invented- 16 years since Amazon.com, eBay.com- 12 years since Google- 5 years since Youtube- 4 years since Facebook/Twitter

9. Incredible… but true - 75% of SME’s don’t use social media- 86% don’t use email marketing- 30% don’t update their web site

10. Net EFFECTS

12. TRAD ADVERTISER … doesn’t do it for me anymorehttp://www.youtube.com/watch?v=heSudg-tfIk

13. Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m 2. Real Estate Agents ……...$1563m3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774mSource: IBIS World Research, July 2009

14. 55% of enquiry from online adsReal Estate Agents AD Spend ...$1563m- of which, online ad spend …$240mnyou could argue for 50:50 split (print/online) - so offline ad spend …$240mn which implies $1bn is wasted?!

15. ” “ Beware the patient who has not been in hospital for 50 years and complains they are not feeling well… there is something wrong with them ”

16. 2. Do you need to have a web site?Why, exactly?

17. 90% of sites are still brochure sites- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d

18. “Dynamic” sites- powered by database (CMS)- update CMS, updates site- interactive- social- local- mobile

19. Why have a site?1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting

20. It’s like having your own radio station!

21. Why have a site?6. Make it earn money!

22. What makes a good website1. Fast to Load2. Easy to navigate3. Up to Date

23. The eternal questions – HOW to build traffic? WHY SHOULD WE KNOW? What to measure?1. Know thyself (measure it)2. Google Analytics3. Alexa.com >> demos

24. MeasuringTraffic1. Hit? << NO!2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitors

25. Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook

26. Building Traffic / cont…7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads

27. Google Eyes (SEO)- reads text, can’t read images- hates flash, frames- reads top left to bottom right- reads title tag- reads <H1> <H2>.. Tags- reads text on page- loves to see updates of text, and links IN

28. PLUS- being updated- relevancy- popularity- older- larger

30. REIWA Property Management Breakfast, 16th July 2009 Slide 30

31. Just a few case examples…_ “broome real estate” hutchrealstate.com.au_ “northbridge apartments for sale” limnios.com _ “subiaco real estate” paxtonhoad.com.au

35. Search Engine Marketing (SEM)- beyond SEO, what else can you do?1. Google Adwords2. Facebook Ads- CPM = cost per thousand impressions - CPC = cost per click- CTR = click through rate

36. 3. Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)

37. SOCIAL MEDIA – defined Social media refers to FREEweb sites whose information comes from its USERS. - inclfacebook, twitter, blogs, youtube, flickr, slideshare, foursquare, …

38. Mark Zuckerberg, Founder, Facebook

39. Biz Stone, Founder, Twitter.com

40. Chad Hurley, Cofounder, Youtube.com

41. “Markets are conversations” conversations among humans sound human natural, uncontrived, honest public switch quickly tell us something! (then we might speak to you) business is only part of our lives, it’s all of yours The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, David Weinberger Pub 1999 : read it for free at www.cluetrain.com

42. SOCIAL MEDIA + Biz = X?- do we need it?- should we?- is it right?

43. SOCIAL MEDIA + Biz = 1. Know you exist2. Get to know/trust3. Give you business4. Refer you to others

44. SOCIAL MEDIA in Aus _ Facebook: 7mn visitors (+95% p.a.)_ MySpace: 3.5mn (only +5%)_ Twitter: 1mn (up from 13,000)_ 70%+ net users visited social netwks(+29%)_ social media/ blogs more pop than personal email 10% of ALL time on Internet = on social media

45. Cont…to reach 50mn users- it took radio 38 yrs, TV 13 yrs, Internet 4 yrs… … it took Facebook9 mths to get 100mn!

46. At its most basic, you could (should) be…BLOGGINGon FACEBOOKon TWITTER

47. Advantages SOCIAL MEDIA- Cheap! and fast/instant- Reach / Accessible- Can be updated/improved- Democratic (power to the little guy)- It involves your clients (directly)

48. BLOGS- a “web log”- leave comments, post- Start your own* go search/read/comment*

49. THE RULES… not expensive in $’s Blog often, blog interesting Show yourpassion Encourage staff to blog Be authentic Ideas spread Allow publicto comment

50. BENEFITS? You’re asking the wrong question, but since you asked… Better Traffic & SEO to your site Fun, empowering for you/staff Listen + Learn from your public Gather interesting content What goes around comes around “Markets are conversations”

51. Blogs are fantastic for SEO!

53. Mark Anderson’s BLOG

54. Do your own FACEBOOK Profile Page free ‘n’ easy to set up you’re in control 770,000 in Perth more > 40 than < 20 500/day in Perth join

55. Set up a FACEBOOK Group/Business Page invite people in publish events, goings on interactive shop window everyone gets to know www.facebook.com/yourname

56. www.facebook.com/aussiehome

57. Linda Davis, real estate selling agent, Ledyard, CT

58. Ledyard, CT community page (a landing Page) We could feed In your listings too!

59. Linda Davis, Ledyard, CTMY GOAL - top sales person * concentrate on one area * personal, be YOU, persist, don’t YELL!* yes, YOU DO HAVE TIME – prioritise* have RULES, build relationships Don’t be “that guy” that abuses it!

60. Post your own FACEBOOK Ads Direct + targetted Set a budget Easy to set up, edit, cancel + monitor 27mn+ views ($4000)

61. FACEBOOK Policy Addictive Time Wasting Haven’t got time! You need a policy, and stick to it Have a reason, WIIFT, part of marketing

62. TWITTER! (your own + company) 100,000+ in Perth Growing fast Very easy to update ‘micro-blogging’ Word out, top of mind Twitter.com/yourname

63. http://twitter.com/aussiehome

64. Upload movies to Obama did 1,678 87 mn views Av age 45-55 yrs tag ‘perth real estate’ Youtube.com/yourname

65. www.youtube.com/aussiehometv

66. “perth real estate” search on Youtube…

67. LINKEDIN.COM Facebook for grown ups? Professionals Worth having a profile Online CV 40 million members +

68. 4. MOBILE_ Last year, it didn’t figure_ now = 10%+ traffic (30% w’ends) _ by 2013, mobile web > PC web_ 140,000 iPhone apps_ App Store: 2bn downloads_ Gen X (28-45) buy 60% homes, their PC is their mobile

69. MOBILE 1. Your site on mobile 2. Mobile apps* we already do mobile sites * & offering apps soon

70. Sherry Chris, CEO, Better Homes & Gardens Real Estate

71. http://link.brightcove.com/services/player/bcpid25681338001?bctid=45945430001

72. FacebookiPhoneApp >

73. www.tweetdeck.com TweetdeckiPhoneApp >

74. HootsuiteiPhoneApp > www.hootsuite.com

75. It’s no longer the 4Ps of marketing(price, promotion, product, place)It’s the 3 i’s...“Getting the right information to the right eyes at the right instant”

85. Business applications?_ download the app, link to FB and twitter_ add your own business_ check in, and leave tips_ tell others about it_ check in @ work_ ask people for reviews (tips)