Presentation by Jon Beattie from Marker about how Web 2.0 can be used by Small Bsuinesses

1. www.markerstudio.com

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

6. BLOGS, RSS & VIDEO

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

25. SOCIAL NETWORKS

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.

28. FACEBOOK DOWN UNDER
SOCIAL NETWORKS

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

31. FACEBOOK FOR HR
SOCIAL NETWORKS

32. FACEBOOK FOR BUSINESS
SOCIAL NETWORKS

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.

38. LIVEPERSON.COM
CRM

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