Internet Marketing and Digital Media Strategy Sydney Australia

From Bricks to Clicks and back again

I'm sitting in a non descript coffee shop in Melbourne putting together some thoughts on Internet Retailing, a smiling waitress brings my coffee and BLT across to "table 23".

As we know the only reason a business exists is to service a customer - the rest, accounting, production, operations etc is just how you achieve that position.

"God this is good!", the sandwich I've just bitten into is fresh - it melts in my mouth.  I sip my coffee "ohhhh fantastic".  That's what I love about Melbourne, 9/10 times you get a great coffee - whether it's the weather being cooler than Sydney or just greater competition raising the standard?  Who knows?

From a retail marketing perspective - Yes online social media has fundamentally changed corporate communications and the advertising landscape BUT the fundamentals of customer service are still the same.

Most business simply treat the web like a brochure - smart internet retailers treat it like a store.

Why do less than 40% of small businesses have a website?  Why are most websites boring?

Most websites don't engage with their visitor, they're boring and driven by technologists not business owners.

"Hi Max, would you like another coffee?"  

Hmmm, the only way they knew my name was when I ordered 40 minutes ago - nice personal touch.   I speak with the owner, there are over 150 coffee shops within a 500m radius - every small details counts - word of mouth is critical. Customers now travel several blocks.

With so many web developers and new media gurus out there it makes you naturally ask the question how many have ever run a real bricks n mortar business dealing face to face with a demanding public?

Key point to understand is that social media technologies are just a series of new tools, like a carpenter has a nail gun and electric saw.  To get results you still need to know the theory to know how to knock a frame together and integrate into the rest of the building.

The new web is social - the challenge is to engage, not force your message down everyone's throat.

The only thing really new here is the speed and ease in which people easily share good and bad experiences.

As a business you either choose to ignore or embrace your communities.

There is an investment to make in online customer engagement and most businesses don't get it.  Business need to realise that today many new customer first impressions and interactions are through their website and with average conversions of 1% (and best practice of 15%) there certainly is room for improvement.

Drive from a customer perspective - a builder has to follow an architects plans - an engineer makes sure it's structure is sound. 

The architect designs based on the clients (your) needs and desires - not what is going to win them an award!

Many businesses will not get results of their online programs because of poorly thought through strategy and selection. 

How does your website connect with the rest of your marketing and corporate communications?

More: HOW TO: 7 Ways to Survive in Internet Retailing

The challenge for retailers is to make their websites as engaging as their stores (should be).

CLIVE ALIVE MEETUP

Funny how sometimes ideas come together so quickly it's like it was just meant to happen, one element the piece that makes the puzzle come together.

We had Gerry Gannon, one of Australia's leading MC's in the studio the other day and the conversation over lunch moved to CLIVE marketing strategy - how we are going to develop demonstrations around vertical market applications and start holding events.

Less than ten minutes later we had a video focused on event registrations.

Event Management 101

Event management is considered one of the strategic marketing and communication tools by companies of all sizes.

From product launches to press conferences, companies create promotional events to help them communicate with clients and potential clients

BUT getting people to know about your event and register can be hard work.  Customer Attention is scarce.  You need to create something that they must attend - that's in their interest.  That your audience leaves with something special and then tells their friends.  In a lot of ways it's no different than a band, a film or any other product.

This article(s) are my personal notes in putting together our first CLIVE ALIVE event and the process we go through.

Intro/ Background

On the 29th July our CLIVE will be one year old - that's given us time to get familiar the latest edition to the family - from a strategy point of view it's now time to go offline and get face to face.

Purpose

Bring together a mix of film and video, technology, media people around our solutions and case studies - create social interaction and foundation for Australian Internet Video Production.

The idea here is that people who come to events are

1. Interested and
2. Likely to talk and share their experience

Putting an event together

Any event is essentially a combination of project management and creative concepts. Elements to consider.

• Purpose of event?
• Target Audience - number, reaching, engaging, registering, servicing.
• Format - date, time, style (theater, boardroom etc)
• Speakers
• Venue
• Logistics
• Marketing - target engagement, registrations.

Purpose

From a business strategy and time management point of view it makes sense to try and talk to effectively to 20 or more people at once then many 1:1's.

Prior we'd experimented with just developing videos online BUT that only goes so far. The fact is people buy from people and everything is about trust and building relationships.

Also, it's socially important to get out from behind our computer screens.

Target Audience

Film, television, media, advertising, marketing, corporates, technologists.

Content

I already know our subject matter "Internet Video" is a hot topic. Most important, what does the audience leave with? The call to action, the message.

Speakers

The first gig I'd like to get Chris in to talk from a Video Directors creative perspective and Nathan in from a client results. I'd like to add one other senior presenter to take a helicopter view and offer their perspective

We have a wide network of potential guests in the pipeline. I love to get Naomi Simson, Trevor Sykes, Holly Kramer, Len Rust, Paul Budde, Iggy Pintado and others to hear their experience of digital media convergence.

Chris to get his film mates, Martin to talk about the Red camera, Hugh, etc the list of potential speakers is endless.

Other elements

One of the key pieces I'm going to use is the number "5" - "CLIVE, ALIVE, FIVE" through everything we do - 5PM, 5 minute presentations, 5th day etc. People remember patterns.

Timing - after work before dinner- 5PM (for 5.30PM) - 7PM

The Format - theatre and network layout. People are time poor, adopt the same process we're using with all our communications, short and sharp, from the broad down to specific (inverted pyramid). Tight time schedule. Intro, 5 min presentation, 5 min Q&A, next guest. 6.00/6.30 Netowrk, 7.00 End.

From a continuity point of view make it once a month, either the 5th Day or the 1st Tuesday.

Marketing the event

Usual approach is to target audience by using the news media, hoping to generate media coverage which will reach thousands or millions of people. Also invite their audience to their events and reach them at the actual event.

For our marketing - the check list

• Create the event details online
• Create this web blog (search engine optimised)
• Develop database of potential partners, influencers, clients
• Prepare a press release and distribute through online PR and other online distribution.
• Promote through Twitter through Facebook.
• Email marketing to existing subscriber database.

Til later.

Design - From the broad to the specific

Like a lump of clay on a spinning wheel the Australia's Most Influential Photo project is beginning to take shape.

With any new idea you need to start with a broad idea in mind, let it spin and take shape. 

What do you want to do?  What is the objective of the exercise?  How will success be measured?

Objectives

• Increase awareness of CLIVE and generate sales.
• Incorporate online social media marketing into the marketing process and use as a case study.
• Incorporate my photography (particularly portraits) interests into customer engagement process (build photography skills and customers).
• Start now

Action

So, what have we done today.

1. Further conceptualisation of the project.
2. Created a website page for the project.
3. Created an Influencer submit form on the CLIVE website (using RSFORMS) for people to submit.
4. Created a Flickr Group
   
5. Created this blog entry - this will automatically feed into Twitter, then into my Facebook; RSS feeds etc.

What to do next?

1. Fire these links off to a few friends and start to get a bit of traction.  Note to self:  This is not a short term project so it is going to take a year or two to really evolve.
2. Short-list my own influencers and contact them (this will enable me to work through the next part of the process).
3. Develop some database reports and marketing ideas

Tsunamis of Change and the Creative Economy 

This is Part 1 in a new creative project I'm working on looking at Australian Digital Media Strategy.

As every business owner knows the economic landscape has been rapidly altered after the stock market crash of last year - it's a bit like looking out the window after the Pearl Harbor attack - most of the destruction done, the full reverberating impact still too early to tell. 

The old supply demand ratio and attitudes (including the much maligned Y-Gens) of the last twenty years has changed, as a result, new thought-models, approaches, attitudes and opportunities will surface and prosper.

In today's market Buyers are now back in full control - cash is scarce and surviving companies must actively compete.  As a supplier you are either a commodity or added higher value - the middle ground will be flattened.

A contracting marketplace offers smart expanding companies the ability to increase market share as their competitors retreat and defend - head in sand, reactive.

From the laggard industrial manufacturing complex through the Information Economy we will move towards an Innovation/ Creative Economy 

One of the biggest impacts will be on the media, advertising and the entertainment/ Internet video space (think how Ipods changed the music industry and how faster broadband wil impact video, film and television).  

There will be an accelerated shift towards online video advertising and marketing away from conventional television, newspapers and magazines.

A great little video from PRBlogger

How PR works online

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This then raises the question of who are Australia's most influential Internet users?

How would you create a list? Some initial thoughts...

• Top 100 Australian Bloggers - how many subscribers?  How many comments? (any list needs to be contextual and relevant)
• Facebook and Linkedin - how many friends/ associates - engagement and influence?
• Google - number of articles and links etc
• Corporations/ Government - The Telstra's, News Ltd's, Seven Sunrise, politicians and celebrities
• Twitter/ Flickr/ Youtube and so on 

Engagement

Once you have your list how do you engage?

In sales, the best customer is through a trusted third party referral.

For example, hey Scott, you're in marketing do you know a good event management company?  Absolutely - Monique at Creative Stars.

Most people begin any new purchase with a search (see How PR works online above).

The question is how do you engage influencers without trying to sell them, ie jamm a message down their throat like historial repeat and interupt advertising?

WIIFM  - What's In It For Me?

1. What is your product or service? (keywords and message)
2. What does it mean to your customers (wants and needs)?

Inspire

In the online world original, quality "content is King".

Find a creative approach, create something new and share. [Goes for swim and walks to coffee shop]

At coffee this morning the idea crystallizes.  I've been looking to incorporate more of my photography interests (particularly portraits) within my work.

Implementation

1. Broad scope campaign -the 6 w's - Who/What, How, When, Where, How much, Why?
2. Research lists and compile
3. Create holding content pages
4. Begin target engagement
5. Market/ Share/ Engage