Internet Marketing Aug 09

Internet Marketing-how to harness it and put the media power back in your own hands!

-REIWA Learning, Thurs 6th Aug 2009

Charlie Gunningham

2Internet Marketing

HISTORY

3Internet Marketing

ARPANET, 1968

4Internet Marketing

5Internet Marketing

6Internet Marketing

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?

7Internet Marketing

Net EFFECTS

8Internet Marketing

9Internet Marketing

Architecture

10Internet Marketing

Architecture


Intranet/Extranet


Shift Happens

http://www.youtube.com/watch?v=ljbI-363A2Q

http://www.youtube.com/watch?v=ljbI-363A2Q


ONLINE Databases/CRM*s

What’s your Ideal?

(* Client Relationship Management)


CRM/Database

Customer 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)


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


WEB-BASED

- ubiquitous- upgrades auto- no large upfront- as secure as your login


Off the Shelf


My Desktop – market leader

WA –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, $ < PP, HOL http://www.desktop.com.au/

http://www.desktop.com.au/


Port Plus

Melbourne, independent- used by some franchises, 1st National- #2 position nationally- http://www.portplus.com.au/

http://www.portplus.com.au/


HubOnline

set up by 2 independents, bought by realestate.com.au- was market leader, now #3

http://www.hubonline.com.au/real-estate-software/




Market Manager

set up by Brian Oldfield, bought by REIWA- desktop based?- auto import of REIWA data- some CRM capability


Complete Data

Lee Woodward’s system- desktop based, some web inputting- can buy individually, per seat ($700)

http://www.completedata.com.au

http://www.completedata.com.au/


MultiArray

large system, (real estate manager, property manager, strata manager)est 1987 - George Sih, Sydney based

www.multiarray.com

http://www.multiarray.com/


Others? DIY?

Decisions based on:- upfronts + ongoing- web based?- - link to web site?- run my own results?- easy? Useful?- customise? Support?


< br >

DONE! History, Effects, DBs and CRMs, NEXT! web sites, revenue, traffic,

then…

1.15-3pm: SEM, SEO, portals, sites3.15-5pm: social media, conclusion



Great things happen slowly

- the frog in the water being heated up- climate change- ageing process


Do you need to have a web site?

Why, exactly?


90% of sites are still brochure sites

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


It’s like having your own radio station!


Dynamic sites

- powered by online database- update DB, updates site- CMS to update rest


Why have a site?

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


XML

- databases talking to each other- very complex, prone to error- continual maintenance by provider- very important


Personal Site

- www.imselling.com.au- sub domain of agency site www.aussiehome.com/firstname-secondname- also keeps the hits coming to your agency site

http://www.imselling.com.au/

http://www.aussiehome.com/firstname-secondname


Why have a site?

6. Make it earn money!


The eternal question – how to build traffic?

1. Know thyself (measure it)2. Google Analytics3. Smarter Stats4. Nielsen/Hitwise5. Alexa.com >> demos

http://www.google.com/analytics

http://www.aussiehome.com:9999/

http://www.alexa.com/


MeasuringTraffic

1. Hit?2. PageView3. Visitor Session4. Unique Visitor/Browser5. Time per visit6. Bounce Rate7. Repeat Visitor


Building Traffic

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


Building Traffic / cont…

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


< lunch >

DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic,

NEXT! SEM, SEO, portals, sites3.15-5pm: social media, conclusion



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


PLUS

- being updated- relevancy- popularity- older- larger


SEM - PPC

see Facebook ads, compare to Google Ads

- Cost per Thousand Impressions- Cost per Click- Click Through Rate


How much to get 5mn+ views of an ad?(and only pay if they see and act on it)

- Facebook: < A$1,500- Local paper: A$120,000


TRAD ADVERTISER … doesn’t do it for me anymore

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




Quickflix.com.au

disintermediation


CarSales.com.au

reintermediation


Do real estate portals disintermediate or reintermediate?


“Disruptive Technology”

or a “Killer App”


1960-2000

Golden Ageof Advertising


Fragmentationof all media


Demise of trad media


Warren Buffett (May 2009)

“ I would not buy a newspaper stock at any price … their business model is over”


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 -> online


< br >

DONE! History, Effects, DBs and CRMs, DONE! web sites, revenue, traffic,

DONE! SEM, SEO, portals, sitesNEXT! social media, conclusion


Power that is SOCIAL MEDIA

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


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_media

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

http://en.wikipedia.org/wiki/Content_(media_and_publishing)

http://en.wikipedia.org/wiki/Social_media


Chad Hurley, Cofounder, Youtube.com


Mark Zuckerberg, Founder, Facebook


Biz Stone, Founder, Twitter.com


NOW Age of Social (media)

1994 Age of Surf

1998 Age of Search


“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

http://www.cluetrain.com/

http://www.amazon.com/exec/obidos/ASIN/0738204315/entropygradientr


… people want to talk!


“Markets are conversations”

Every ‘deal’ is a series of

conversations

http://www.iinet.net.au/


TWITTER in Plain English

http://www.youtube.com/watch?v=ddO9idmax0o




So What?


Advantages SOCIAL MEDIA

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


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

http://blog.aussiehome.com/

http://www.therealestatemarketingmaven.com/


THE RULES…not expensive in $’s

Blog often, blog interesting

Show your passionEncourage staff to blog

Be authenticIdeas spread

Allow public to comment


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

Better Traffic & SEO to your site

Fun, empowering for you/staffListen + Learn from your public

Gather interesting contentWhat goes around comes around

“Markets are conversations”= the future of marketing?


Look at blogs, read loads of them

If you had a soap box, what you speak about?

Start one today (it’s free – www.blogger.com)

How could your media

(your website) have a blog?

http://www.blogger.com/


PODCASTING

- audio file (usually)- DIY- have them downloadable

www.byoaudio.com

http://www.byoaudio.com/


FACEBOOK

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


Do your own FACEBOOK Pagefree ‘n’ easy to set up

people find youyou’re in control500,000 in Perth

more > 40 than < 181,000/day in Perth join


Set up a FACEBOOK Group/Business Page

invite people inpublish events, goings oninteractive shop window

everyone gets to know


Set up a FACEBOOK Group/Business Page

invite people inpublish events, goings oninteractive shop window

everyone gets to know and/or LINKEDIN.com


3. Post your own FACEBOOK Ads

Direct + targettedSet a budget

Easy to set up, edit, cancel + monitor

6mn+ views ($120)


4. TWITTER! (your own + company)

4mn globally (1/100th FB)Growing fast

Very easy to update‘micro-blogging’

Word out, top of mind


5. Upload movies to

Obama did 1,67887 mn views

Av age 45-55 yrstag ‘perth real estate’

DIY, free


Lower ad coststargetted, effective marketingRaise Traffic + improved rankings

Fun, empowering; learn & interact

Drive client loyalty more sales and profits

MOST powerful when you mix them


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


FACEBOOK for real estate

- 5 Tipshttp://mashable.com/2009/04/01/optimize-facebook-page/

http://mashable.com/2009/04/01/optimize-facebook-page/

http://mashable.com/2009/04/01/optimize-facebook-page/


TWITTER

- Twitter for real estate (free ebook)http://issuu.com/nerang/docs/twitter_for_real_estate_twits

Commscore 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

http://issuu.com/nerang/docs/twitter_for_real_estate_twits


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


Quick Break, then

- what did we learn?- what next?- empty the car park- MY TAKEAWAYS


THANK YOU! – please fill in FEEDBACK FORMS

- Aug 20th – aussiehome.com’s ‘Leadership Circle’- Nov – Facebook +Twitter courses in Computer Labs

www.aussiehome.com/socialmedia [email protected] 0411 092 669

http://www.aussiehome.com/socialmedia

mailto:[email protected]

Real Estate

Internet Marketing Aug 09