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Internet Marketing<br /><ul><li>how to harness it and put the media power back in your own hands!

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REIWA Learning, Thurs 6th Aug 2009</li></ul>Charlie Gunningham<br />

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HISTORY<br />

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ARPANET, 1968<br />

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Net EFFECTS 1. How many of you have purchased something on the Internet in the last 6 months? 2. How many times have you used the Internet as an information source, before buying offline?3. How many hours a day are you on the Internet?4. How many emails do you send/receive/day?5. What happens in your office (and to you) if you do not have internet connection and/or your emails go down? <br />

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Net EFFECTS<br />

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Architecture<br />

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Architecture<br />

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Intranet/Extranet<br />

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Shift Happenshttp://www.youtube.com/watch?v=ljbI-363A2Q<br />

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ONLINE Databases/CRM*sWhat’s your Ideal?(* Client Relationship Management)<br />

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CRM/DatabaseCustomer relationship management (CRM) consists of the processes a company uses to track and organize its contacts with its current and prospective customers. CRM software is used to support these processes; information about customers and customer interactions can be entered, stored and accessed by employees in different company departments. Typical CRM goals are to improve services provided to customers, and to use customer contact information for targeted marketing. (Wikipedia.org)<br />

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YOU NEED A SYSTEM- house clients- organise contact with them- manage your time best- feeling of being in control- results, success, rewards- work the system<br />

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WEB-BASED- ubiquitous- upgrades auto- no large upfront- as secure as your login<br />

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Off the Shelf<br />

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My Desktop – market leaderWA –based, Commerce Australia (Fairfax)- tracks effectiveness of emails sent- sales trust system- integrates with REST, AdVenda, …- e-publisher- various types of logins- all inclusive price, $ &lt; PP, HOLhttp://www.desktop.com.au/<br />

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Port PlusMelbourne, independent- used by some franchises, 1st National- #2 position nationally- http://www.portplus.com.au/<br />

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HubOnlineset up by 2 independents, bought by realestate.com.au- was market leader, now #3http://www.hubonline.com.au/real-estate-software/<br />

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Market Managerset up by Brian Oldfield, bought by REIWA- desktop based?- auto import of REIWA data- some CRM capability<br />

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Complete DataLee Woodward’s system- desktop based, some web inputting- can buy individually, per seat ($700)http://www.completedata.com.au<br />

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MultiArraylarge system, (real estate manager, property manager, strata manager)est 1987 - George Sih, Sydney basedwww.multiarray.com<br />

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Others? DIY?Decisions based on: - upfronts + ongoing - web based?- - link to web site? - run my own results? - easy? Useful? - customise? Support?<br />

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&lt; br &gt;DONE! History, Effects, DBs and CRMs, NEXT! web sites, revenue, traffic, then…1.15-3pm: SEM, SEO, portals, sites3.15-5pm: social media, conclusion<br />

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Great things happen slowly- the frog in the water being heated up- climate change- ageing process<br />

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Do you need to have a web site?Why, exactly?<br />

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90% of sites are still brochure sites- 1 way- no interaction- not grabbing emails (#1 goal)- flash, html, no updated, not SEO’d<br />

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It’s like having your own radio station!<br />

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Dynamic sites- powered by online database- update DB, updates site- CMS to update rest<br />

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

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XML- databases talking to each other- very complex, prone to error- continual maintenance by provider- very important<br />

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Personal Site- www.imselling.com.au- sub domain of agency sitewww.aussiehome.com/firstname-secondname- also keeps the hits coming to your agency site<br />

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Why have a site?6. Make it earn money!<br />

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The eternal question – how to build traffic?1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. Alexa.com &gt;&gt; demos<br />

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MeasuringTraffic1. Hit?2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitor<br />

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Building Traffic1. Self2. Word of mouth3. Cross media4. Social media5. SEO6. PPC - Facebook<br />

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

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&lt; lunch &gt;DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic, NEXT! SEM, SEO, portals, sites3.15-5pm: social media, conclusion<br />

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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 &lt;H1&gt; &lt;H2&gt;.. Tags- reads text on page- loves to see updates of text, and links IN<br />

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PLUS- being updated- relevancy- popularity- older- larger<br />

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SEM - PPCsee Facebook ads, compare to Google Ads- Cost per Thousand Impressions- Cost per Click- Click Through Rate<br />

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How much to get 5mn+ views of an ad?(and only pay if they see and act on it)- Facebook: &lt; A$1,500- Local paper: A$120,000<br />

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

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Quickflix.com.audisintermediation<br />

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CarSales.com.aureintermediation<br />

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Do real estate portals disintermediate or reintermediate?<br />

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“Disruptive Technology”or a “Killer App”<br />

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1960-2000Golden Ageof Advertising<br />

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Fragmentationof all media<br />

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Demise of tradmedia<br />

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Warren Buffett (May 2009)“ I would not buy a newspaper stock at any price … their business model is over”<br />

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Australia – real estate sites- quite a choice- online monopolist in REA?- Google a threat (or life saver?)- in the end, it’s about service- and it’s the inexorable shift from print -&gt; online<br />

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&lt; br &gt;DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic, DONE! SEM, SEO, portals, sitesNEXT! social media, conclusion<br />

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Power that is SOCIAL MEDIA- free- powerful- scares big media silly- elected a President- not being used by your competitors (yet)<br />

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SOCIAL MEDIA – defined Social media is information content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. http://en.wikipedia.org/wiki/Social_mediaincl blogs, youtube, facebook, twitter, flickr, slideshare, …<br />

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Chad Hurley, Cofounder, Youtube.com<br />

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Mark Zuckerberg, Founder, Facebook<br />

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Biz Stone, Founder, Twitter.com<br />

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1994 Age ofSurf<br />1998 Age ofSearch<br />NOW Age ofSocial (media)<br />

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

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… people want to talk!<br />

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“Markets are conversations”<br />Every ‘deal’ is <br />a series of <br />conversations<br />

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TWITTER in Plain Englishhttp://www.youtube.com/watch?v=ddO9idmax0o<br />

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So What?<br />

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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)<br />

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BLOGGING 101- a “web log”- foundation of SM?- Blogger.com / Wordpress / other- leave comments, post- video blog (“vlog”)http://blog.aussiehome.comhttp://www.therealestatemarketingmaven.com<br />

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

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

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Look at blogs, read loads of them<br />If you had a soap box, <br />what you speak about? <br />Start one today<br />(it’s free – www.blogger.com)<br />How could your media <br />(your website) have a blog?<br />

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PODCASTING- audio file (usually)- DIY- have them downloadablewww.byoaudio.com<br />

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FACEBOOK- Setting up a Page- Making comments/updates- Uploading photos- finding friends- how might you use this?- should biz be mixed with pleasure?<br />

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Do your own FACEBOOK Page<br />free ‘n’ easy to set up<br />people find you<br />you’re in control<br />500,000 in Perth<br />more &gt; 40 than &lt; 18<br />1,000/day in Perth join<br />

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Set up a FACEBOOK Group/Business Page<br />invite people in<br />publish events, goings on<br />interactive shop window<br />everyone gets to know<br />

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Set up a FACEBOOK Group/Business Page<br />invite people in<br />publish events, goings on<br />interactive shop window<br />everyone gets to know<br /> and/or LINKEDIN.com<br />

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3. Post your own FACEBOOK Ads<br />Direct + targetted<br />Set a budget<br />Easy to set up, edit, <br />cancel + monitor<br />6mn+ views ($120)<br />

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4. TWITTER! (your own + company)<br />4mn globally (1/100th FB)<br />Growing fast<br />Very easy to update<br />‘micro-blogging’<br />Word out, top of mind<br />

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5. Upload movies to <br />Obama did 1,678<br />87 mn views<br />Av age 45-55 yrs<br />tag ‘perth real estate’<br />DIY, free<br />

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Lower ad costs<br />targetted, effective marketing<br />Raise Traffic + improved rankings<br />Fun, empowering; learn & interact<br />Drive client loyalty<br />more sales and profits<br />MOST powerful when you mix them<br />

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USED TOGETHER – rinse and recycle- use tr.im and tweet the links- comment on blogs (business2.com.au)- blog, and tweet links to blog post- photo (twitpic) and upload- link twitter to Facebook updates<br />

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FACEBOOK for real estate- 5 Tipshttp://mashable.com/2009/04/01/optimize-facebook-page/<br />

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TWITTER- Twitter for real estate (free ebook)http://issuu.com/nerang/docs/twitter_for_real_estate_twitsCommscore announced that Twitter’s global unique visitors in April, 2009 was a whopping 32 million, up from 19 million in March, 2009. Twitter has just passed Digg (23 million), LinkedIn (16 million), and the NYTimes.com (17.5 million<br />

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This is what C21 are doing with Social Media in USA…<br />(courtesy Business2.com.au)<br />

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Quick Break, then- what did we learn?- what next?- empty the car park- MY TAKEAWAYS<br />

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THANK YOU! – please fill in FEEDBACK FORMS- Aug 20th – aussiehome.com’s ‘Leadership Circle’- Nov – Facebook+Twitter courses in Computer Labswww.aussiehome.com/socialmediaCharlie@aussiehome.com 0411 092 669<br />