Train the Team South Leicestershire College

15th January 2010

Objectives for the sessions

Fully understand eChampions and its objectives for everyone

Be able to explain the programme to potential beneficiaries

Understand where the web (all of us) are heading online

Be able to advise on benefits of web to businesses

Be aware of the main eBusiness models/opportunities

Know what to do next

The web is growing, Google is not

Social media is massive growth

www.alexa.com

http://www.youtube.com/watch?v=4Q75KhAeqJg&feature=player_embeddedhttp://www.youtube.com/watch?v=QeoKQbT8BKs

The world is changing

http://www.youtube.com/watch?v=RZkeCIW75CU&feature=fvst

http://www.youtube.com/watch?v=iWIUp19bBoA&NR=1http://www.youtube.com/watch?v=Ubo1asE4l-o

http://www.youtube.com/watch?v=6ILQrUrEWe8&feature=player_embedded

http://www.newscientist.com/data/images/archive/2706/27062201.jpg

08 income - ITV1 £1.32bn 08 income - Google PPC £1.3bn

At the end of 2008 Google had passed ITV’s

predicted total income for 08/09.

A watershed moment - Google versus TV…

1956 ITV formed (Television Act) 1960-1995 totally dominant media2000 valued at £5.3bn10/08/2008 “ITV drops out of FTSE 100”ITV currently valued at about £1.5bn & sliding

Push vs Pull Marketing“My 4 year old knows how to skip the ads. We’re in trouble”

Push marketing (also known as interruptive marketing) - you push your message (views, ideas, products, services) on someone who has not asked for it. Old fashioned, failing, culturally becoming a relic due to web?

Pull marketing - the user recognises value and subscribes to the service. Example are on-demand services, RSS feeds, newsletter subscriptions.

- How the web changed the world. Forever.

Long-tail theory

“Everything is being increasingly dominated by an tiny cohort of major corporations and global brands producing goods that are increasingly indistinguishable to each other. The result is an ever increasing struggle for small businesses everywhere”

The audience is up to something

Or is it?

http://www.youtube.com/watch?v=0Yku0GTrcuw

Chris Anderson Long-Tail explanation

http://www.youtube.com/watch?v=iHR1ieRRDKU

Anderson’s Long-Tail Theory

So where’s the ‘new’ market?

Web 2.0 & the ‘Conversation’

Where’s the growth?What characteristics do the world’s fastest growing sites share?

This is Web 2.0. We are now mid way through Web 2.0, this second era of the web

Free & OS embeddable website functionality

Think that all this functionality comes at a high price? Think again.

TrendsWeb 2.0, LongTail, Social Media (Social Networking), Open source, Citizen journalism, Widgets

ToolsBroadcast – Twitter, MailChimp…Publishing – Wordpress, Blogger…Video – Youtube, Viddler…Images – Flickr, Animoto…Document sharing – Slideshare…Social network – Facebook, Bebo, Orkutt…Review systems – Feefo…eCommerce – Magento and Open source…Interactivity – PollDaddy, Wufoo…Chat – Topbox…

Web 2.0 and your business

- Exactly how is money made online?

eBusiness Models

‘Legitimate’ channels

In the channel (eg wholesalers)Bulk splitters (eg sequins)Cataloguers (eg HallFast)Affiliates Signposters (eg Tamiflu online)Community merchants (eg BongoFury)

‘Legitimate’ Creators

Creators (writers, graphic designers, creators of own IP)Offline service vendors (consultants, services etc)Online providers (designers, developers, SEO etc)

Jonny’s eBusiness modelsA quick look at who’s making money online, based on a sliding scale of legality from legit to downright criminal…

Grey economyeBay bottom-feedersArthur Daleys (eg list at inflated price)Offshore malingerers major and minor corporations

Black hattersScrapers (contextual & user data, email address vendors)Malware designers, chain & data vendors

Criminals Phishing & identity fraudTerrorists, money launderers, organised crimeNigerians with dodgy money that needs an accountMisc fringe lunacy, fake personas and weeping/sexGroups targeting major corps, smes, and public

Jonny’s eBusiness models

Classic eBusiness Models

Are the changes underway conspiring to render your model obsolete or seriously disadvantaged?

Think: is your current business vehicle or feelings in this section based on tradition, the status quo, or your convenience?

- The secret is, it’s all a numbers game.

Monetising Search

How many people venture beyond page 1 of the results?

The drop off beyond page 1 is staggering. 90% of all people searching at Google click a page 1 result. All the other results pages put together share 10%

Monetise key positions

Monetise key positions in Google

1. Estimate cost reductions achieved by occupying a top position 2. Estimate increased T/O or Gross Margin that top position yields

Great Bean BagsPPC (paid search) per year spend £100,000

Monetisation estimation 1 (cost saving from PPC)£100k @ £0.30/click = 333,000 click-throughs (website visitors)Google pos 1 for ‘bean bags’ =1.32m/yrPosition 1 in organic listings = 1.32m x 42% = 500,000 visitorsConclusion: Organic position 1 saves over £100,000/yr

Monetisation estimation 2 (T/O and Gross Margin)4% conversion of 500,000 visitors = 20,000 customers GM of each sale £50, GM total 20,000 x £50 = £1mConclusion: Position 1 is worth £1m in GM

Google’s UK traffic lookup tool https://adwords.google.com/select/KeywordToolExternalGoogle Adwords Cost Per Click tool https://adwords.google.com/select/main Boris, 4-2 down http://www.youtube.com/watch?v=iWIUp19bBoA&NR=1 Shift Happens http://www.youtube.com/watch?v=4Q75KhAeqJg&feature=player_embedded Chris Anderson Long-tail http://www.youtube.com/watch?v=0Yku0GTrcuw Web 2.0 explanation http://www.youtube.com/watch?v=6gmP4nk0EOEProf Vivian Alice http://www.youtube.com/watch?v=iHR1ieRRDKUFree is the future http://www.youtube.com/watch?v=RZkeCIW75CU&feature=fvstWidgets http://www.youtube.com/watch?v=HRAmQ_m2asg Social media http://www.youtube.com/watch?v=MpIOClX1jPE Supermarket 2.0 http://www.youtube.com/watch?v=e9MgHuitMwU Social media explained slideshow http://www.slideshare.net/themoleskin/crucial-conversations-in-social-media5 Successful businesses using Social Media http://mashable.com/2009/10/21/social-media-small-businesses/ World map of internet http://www.newscientist.com/data/images/archive/2706/27062201.jpg

eChampions website: www.echampions.co.ukeChampions event: http://www.youtube.com/user/axiscentre#p/u/20/djZFdIP8lYEOverview http://www.youtube.com/watch?v=3O_XKwbO3C8 Interview http://www.youtube.com/user/eChampions#p/a/u/1/CnIUoRs7hVYVodcast http://www.youtube.com/user/eChampions#p/a/u/0/E68EtYDMz9I

AxisCentre website www.AxisCentre.comThe eMarketing course info http://www.axiscentre.com/emarketing-course.htmlBlog http://www.axiscentre.com/trainer-jonathan-green-blog.php Videos of delegates at exit http://www.youtube.com/user/axiscentre

Links & resources