tada - internet for business

Internet + Business

with Charlie Gunningham aussiehome.com / REIWA.com

My Mission

“ putting media power back in our clients’ hands ”

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Internet + Business1. Potted History2. Your web site3. Social Media4. Mobiles & ‘Apps’

…. Q+A?

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I’m lucky, I’ve seen

the future!

… and it’s good news!

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1. POTTED HISTORY!

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ARPANET, 1968

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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

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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

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Net EFFECTS

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TRAD ADVERTISER … doesn’t do it for me anymore

http://www.youtube.com/watch?v=heSudg-tfIk

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Ad Spend in Australia - 09/10*1. Takeaway Food …..….$3343m

2. Real Estate Agents ……...$1563m 3. Auto Industry ……….$997m4. Banks ……….$966m5. Supermarkets ……….$774m

Source: IBIS World Research, July 2009

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55% of enquiry from online adsReal Estate Agents AD Spend ...$1563m- of which, online ad spend …$240mn

you could argue for 50:50 split (print/online)

- so offline ad spend …$240mn

which implies $1bn is wasted?!

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”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”

“

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2. Do you need to have a web site?

Why, exactly?

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90% of sites are still brochure sites

- 1 way, (“static”)- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d

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“Dynamic” sites

- powered by database (CMS)- update CMS, updates site- interactive- social- local- mobile

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Why have a site?

1. Branding2. Differentiation3. Your listings only4. Your message, in control5. Power of the media, broadcasting

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It’s like having your own radio station!

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Why have a site?

6. Make it earn money!

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What makes a good website

1. Fast to Load2. Easy to navigate3. Up to Date

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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

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MeasuringTraffic

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

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Building Traffic

1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook

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Building Traffic / cont…

7. PPC – Google8. Partnerships9. Linking10. PR, events, editorials, awards11. Ads

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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

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PLUS

- being updated- relevancy- popularity- older- larger

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Internet + Business, May 2010 Slide 30REIWA Property Management Breakfast, 16th July 2009 Slide 30

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Just a few case examples…

_ “broome real estate” hutchrealstate.com.au

_ “northbridge apartments for sale” limnios.com

_ “subiaco real estate” paxtonhoad.com.au

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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

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3. Power that is SOCIAL MEDIA

- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)

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SOCIAL MEDIA – defined

Social media refers to FREE web sites whose information comes from its USERS.

- incl facebook, twitter, blogs, youtube, flickr, slideshare, foursquare, …

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Mark Zuckerberg, Founder, Facebook

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Biz Stone, Founder, Twitter.com

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Chad Hurley, Cofounder, Youtube.com

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“Markets are conversations”conversations among humans sound human

natural, uncontrived, honestpublic switch quickly

tell us something! (then we might speak to you)

business is only part of our lives, it’s all of yoursThe Cluetrain Manifesto: The End of Business as Usualby Christopher Locke, Rick Levine, Doc Searls, David WeinbergerPub 1999 : read it for free at www.cluetrain.com

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SOCIAL MEDIA + Biz = X?

- do we need it?- should we?- is it right?

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SOCIAL MEDIA + Biz =

1. Know you exist2. Get to know/trust3. Give you business4. Refer you to others

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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

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Cont…to reach 50mn users

- it took radio 38 yrs, TV 13 yrs, Internet 4 yrs…

… it took Facebook 9 mths to get 100mn!

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At its most basic, you could (should) be…

BLOGGINGon FACEBOOKon TWITTER

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Advantages SOCIAL MEDIA

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

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BLOGS

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

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THE RULES…not expensive in $’s

Blog often, blog interesting

Show your passionEncourage staff to blog

Be authenticIdeas spread

Allow public to comment

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BENEFITS? You’re asking the wrong question, but since you asked…

Better Traffic & SEO to your siteFun, empowering for you/staffListen + Learn from your public

Gather interesting contentWhat goes around comes around

“Markets are conversations”

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Blogs are fantastic for SEO!

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MarkAnderson’sBLOG

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Do your own FACEBOOK Profile Page

free ‘n’ easy to set upyou’re in control770,000 in Perth

more > 40 than < 20500/day in Perth join

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Set up a FACEBOOK Group/Business Page

invite people inpublish events, goings oninteractive shop window

everyone gets to knowwww.facebook.com/yourname

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www.facebook.com/aussiehome

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Linda Davis, real estate selling agent, Ledyard, CT

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Ledyard, CT community

page

(a landingPage)

We could feedIn your listings

too!

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Linda Davis, Ledyard, CT

MY 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!

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Post your own FACEBOOK Ads

Direct + targettedSet a budget

Easy to set up, edit, cancel + monitor

27mn+ views ($4000)

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FACEBOOK Policy

AddictiveTime Wasting

Haven’t got time!

You need a policy, and stick to itHave a reason, WIIFT, part of marketing

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TWITTER! (your own + company)

100,000+ in PerthGrowing fast

Very easy to update‘micro-blogging’

Word out, top of mindTwitter.com/yourname

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http://twitter.com/aussiehome

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Upload movies to

Obama did 1,67887 mn views

Av age 45-55 yrstag ‘perth real estate’

Youtube.com/yourname

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www.youtube.com/aussiehometv

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“perth real estate” search on Youtube…

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LINKEDIN.COM

Facebook for grown ups?Professionals

Worth having a profileOnline CV

40 million members +

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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

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MOBILE 1. Your site on mobile 2. Mobile apps

* we already do mobile sites * & offering apps soon

Internet + Business, May 2010 Slide 70Sherry Chris, CEO, Better Homes & Gardens Real Estate

Internet + Business, May 2010 Slide 71http://link.brightcove.com/services/player/bcpid25681338001?bctid=45945430001

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FacebookiPhoneApp >

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TweetdeckiPhoneApp >

www.tweetdeck.com

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www.hootsuite.comHootsuiteiPhoneApp >

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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”

Internet + Business- Any Questions?- Thank you & Good Luck!

- charlie@aussiehome.com 0411 092 669

- email me for these slides facebook.com/aussiehome- twitter.com/aussiehome

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FoursquareiPhoneApp >

www.foursquare.com

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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)