Internet Marketing and Digital Media Strategy Sydney Australia

Perform, Inform and Sell

Hi,

I forgot to mention in my last email our Presenter search, please find details below and feel to forward if you know someone who may be interested.

The Market

With high production cost pressure and increasingly fragmented audience attention there are limited growth opportunities in movies, TV and advertising roles for professional talent to help build their media profile.

Access to viewers has changed with the YouTube revolution BUT where's the money is often asked.

As you know with CLIVE every website can now easily add a professional presenter or spokes person which significantly increases website visitor engagement.  It provides a new revenue opportunity for talent.

Talent/ Presenter Search

As part of our ongoing expansion program we are always looking for new talent.

For example last month we began our multilingual presenters search -

• Australian exporters targeting International markets
• Australian tourism targeting International visitors
• Government and corporates communicating online to English as second language Residents
• International clients (we did a job for an Israel company last month)

Over the next few months we will begin to include all kinds of talent - dancers, musicians, anyone/ thing we can put on screen who can perform, inform and sell.

If you know of any potential presenter/ talent then please feel free to forward this message on.

FYI - Audition Process

We've slightly changed the CLIVE Audition process - instead of going through the whole expensive audition and transaprent video encoding process each time we've broken it down into steps.   

1. We do a call out,  (through our network including you, Star Now and our subscribers)
2. Hold pre auditions (shoot to green screen) once a month OR they can submit the own audition anytime via Youtube (more).
3. If they are OK we post to our Pre Auditions page (potential clients can then see)
4. If there is client demand for a Presenter and they pass our selection criteria we then bring them on board as one of our Certified Professional Presenters

No cost to the Presenter.

Any questions please send me a note

Cheers and all the best

Scott Maxworthy
CEO
Max Media and Entertainment Pty Ltd
http://www.maxys.com.au

mailto: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Chief Experience Officer
The CLIVE Video Project
http://www.clivevideo.com

Ph: +61 2 8005 8072
Mb: +61 0 414 792 072

Blog:     http://www.maxys.com.au/blog.html
Facebook: http://www.facebook.com/people/Scott-Maxworthy/567936101
Twitter:  http://www.twitter.com/maxymedia/
LinkedIn: http://www.linkedin.com/in/maxys
Flickr:   http://www.flickr.com/photos/sgmdigital/
Skype:    scott.maxworthy

Studio Address
RidgeFilms
Level 1, 13 Cawarra Rd
Taren Point
NSW Australia 2229

A new potential client has just been referred by a trusted source.  They are a Chamber of Business organisation in a region heavily focused on tourism so I'm definitely interested.There's a fair bit of information below and I hopefully don't drown you in it. 

The Current Website

I've had a preliminary look at the site and yes, there are a number of ways to improve.

First, a couple of questions.

1. Is there a ball park budget in mind?  How much it will cost is a bit like an open string.  What I've done is give you some thoughts and costings below.

2. Is there an Economic Development Plan/ Marketing Plan/ Research which we can derive a more detailed, specific brief?

Do you know what is the profile of the most desired target customers - couples, families at XMAS time; all year round retirees?

Why here? Corporate escape? Holiday?  Weekend?  What are the USP's (Unique Selling Points)

Benefits? Which target group provides or contributes the most economic and social benefit/ spends the most money;

Who are the desired target market influencers, are they online and where are they? 

Engaging Maxys

From a maxys point of view we can either help as a digital media consultant/ project manager; new website development and/or ongoing website development.  

It basically comes down to size of the business, budget, resources and the nature of the relationship.

Digital Marketing Strategy

Some other marketing questions -

Web Development

From a web development point of view

Here are a few pointers.

1. Yes, Search Engine Optiminisation (SEO) is very very important - this is where most new customers begin their search.

Looking at the existing website source code, the current site is not optimised for search engines at all.

Today most people begin their search on Google.  What that means is knowing the most important keywords being searched - for example - "holiday Byron Bay", "holiday Yamba", "accommodation north coast" etc and then rebuilding the website so that it incorporates SEO throughout the design and content.

There's then a whole lot of other technical things including ratio of keywords in content; keywords titles; links from high ranking sites etc that increase your search engine ranking but that all comes into design and development.

As an example -

Here is what we did for one of our business partners - RidgeFilms a Sydney corporate video production company by optimising their website (which we built).  

http://www.google.com.au/search?q=corporate+video+production+australia

http://www.ridgefilms.com.au

You know may on Google the top bar and the right column are paid listings BUT the most important (but difficult to achieve) is the FREE indexed content below the paid ads.  (Most people click on the indexed search results).

Ridge have been ranked #1 on indexed content on Google for their targeted keywords now for over five months.  
95% of new customers now come through Google.  They have implemented a customer centric/ testimonial driven approached.

Google is constantly reindexing so Ridge have an ongoing program to make sure they stay #1.  This involves the management of Ridge actively participating in online forums, press releases, updating news and event etc.  For their part the revenue generated far outweighs the cost and time.

Cost:  Initial SEO is included in new site design.  Ongoing depends on what skills and resources you have available - outsource or DIY.  

2. Website Development

From a technology point of view we develop all our websites now with the very popular Open Source Content Management System (CMS) called Joomla.  Basically Joomla is highly functional and gives you, the business owner the ability to easily update and manage your website content.  Please note, there is a requirement for ongoing investment, either time or money is maintaining the website - Google loves new content.  

Cost: Most of the Joomal code is FREE but some modules are commercial (average $50).  The real cost is in design and implementation. You can create a good basic website from $5-$10K depending on what functionality and features are required.  

3. Online Customer Engagement - When visitors get there.

Most website are pretty boring and ineffective so you need to cut through and grab attention.  Facts are people are busy and impatient - you basically have less than 15 seconds to grab attention before they'll flick to another site.  

CLIVE

To get attention I'm a big believer in using video to bring a website to life and our new CLIVE technology to increase online customer engagement  http://www.clivevideo.com.au

A CLIVEvideo overlay is $3,500 for a 30 sec clip production which would include script writing and talent.  Three is also a monthly streaming cost.  3,500 plays per month would be $35.

Have a look at our customer showcase

http://www.clivevideo.com/About-CLIVE/The-CLIVE-Project/clive-customer-showcase.html

Corporate Video

CLIVE is very good but we also recommend video to tell a story - a corporate video.

A corporate video for example the SSHED http://www.sshed.com.au or Sutherland Shire Council http://au.youtube.com/watch?v=v-yQXE73FpU production costs range from $7,500 to $20,000 for a 1-2 minute promotion video.

Note: The key issue with video will be what sort of bandwidth the majority of your potential customers will be on.  If your visitors are from the major population areas with good broadband then video works great.  The other important element with video is making sure it is FAST and served via a global video server - what that means is a dedicated video server close to the customer.  Youtube is a cost effective video server (FREE).

4. Social Bookmaking.

The only other thing I'd add is the need to create community (local business directory; local blogs etc) around the website and incorporate social bookmarking technologies (links to Facebook/ Twitter/ RSS feeds etc).  

What you may want is to have someone actively building your online brand - tracking what people are saying about you and your competitors on conversation platforms such as Twitter.  http://www.twitter.com

This is interesting...

Twitter search on "Yamba" http://search.twitter.com/search?q=yamba

Twitter search on "Byron Bay" http://search.twitter.com/search?q=byron+bay


Look forward to speaking with you soon.

I love the new Walkabout  Tourism Australia Ads - it comes a long way from the old Hoges 1984 "Shrimp on the Bar-bie" and the "where the bloody hell are ya" campaigns (see playlist) - not that there is anything wrong with the classic standard shots of our beautiful beaches, outback sunsets, Sydney Harbour and kangaroos.

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This campaign is strong on the emotional tie-ins; the busy lives we live and the need to take a break and find our true selves again, to focus on who we are and what we truly enjoy - not so much an escape but a reawakening.

The production quality is second to none - good on yah Baz and Bruce! (sorry- great Aussie blokes names there brother!)

Interestingly this could just easily watch this in a wide screen cinema as on the TV or via the web.  In just a day Youtube is up to  15,000 plays.

We will be watching to see how this flows through not only the gates at the airport but the overall Australian level of service we provide. As we have said before, the business battleground for the future is increasingly going to be around creativity, innovation, customer engagement/ customacy.

Some of the Campaign facts

CAMPAIGN FACTS

• The Australian writer, producer and director Baz Luhrmann, and his Bazmark production team, have produced a special destination campaign for Tourism Australia.
• The two campaign cinema/TV spots were conceived by Baz Luhrmann and his team and directed by Bruce Hunt, four-time Director of the Year in Australia for his commercial work. They were produced by Bazmark in association with award winning commercials Production company Revolver.
• The two spots feature an all Australian cast and were shot on location in north Western Australia and on sound stages at Fox Studios Australia in Sydney. As an extension to the Bazmark TV/cinema campaign, print and online ads were produced by DDB Worldwide. There are eleven different print versions – shot in every state and territory.
• The campaign will run in all Tourism Australia’s major markets around the world from October 2008 until mid 2009.
• It is a special campaign that’s being made to take advantage of a special opportunity and to address the difficult times that tourism faces globally.
• Tourism Australia’s objective from this campaign is that it will ensure Australia reaches its forecast growth rate of 3.2 per cent in international arrivals in 2009 and halts the predicated decline in domestic travel within Australia.
• The campaign was conceived by Luhrmann to be completely stand-alone however Tourism Australia has also entered into a promotional partnership with Twentieth Century Fox to leverage Baz Luhrmann’s new epic film Australia, starring Nicole Kidman and Hugh Jackman.
• Combined, these two projects represent the bulk, but not the whole, of Tourism Australia’s marketing for 2008/09.
• Tourism Australia is investing around $40 million in the ad campaign and around $10 million on promotional opportunities around the movie.
• Tourism Australia will develop a more long-term campaign for release in mid to late 2009. This will be developed by its agency DDB Worldwide.