MARKETING ON THE WEB 

Own‐It Brand Building Seminar

12.05.09

Success online?

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Image: (cc) Steve Keys

Not being a robot

It’s all about usefulIt’s all about networksIt’s all about human

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Search

Technical

Find

Numbers

Quantitative

Social

Human

Filter

Stories

Qualitative

HOW THE WEB WORKS

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6

Search volumes on inauguraMon day

Meanwhile, on Facebook...

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8,500

Meanwhile, on Facebook...

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GOOGLE REPUTATION MANAGEMENT

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>70% of content will be created by individuals by 2010

Majority of  IP traffic is personal, not corporaHons, organizaHons

13 hours of YouTube video uploaded every second 

Trends suggest social media usage will conHnue to grow

Mainstream media copying its formats and adapHng to its success

THE WEB IS SOCIAL

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A LONG REVOLUTION

CHANNELS TO NETWORKS

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12

IT IS ALL ABOUT THE NETWORKS...

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9

/ Channels to networks

/ Stability  to complexity/ Speed/ Scale/ Geography / Longevity / InteracHon / Complex user behaviours

/ New models and frameworks required

MARKETING CHALLENGES

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ATTENTION MARKETS

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LEARNING FROM NETWORK WINNERS DOGSTER

16Image: Jared

1. Understand your networks 

2. Be useful to your networks 

3. Be live in your networks 

17Image: markhillary (cc)

SOCIAL WEB LITERACY

The real print revoluMon came when everybody learned to read

Stories / Numbers 

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Image: Aaron Escobarâ„¢

/ FINDABLE 

/ PORTABLE

/ SHAREABLE

/ FLEXIBLE

/ EXTENSIBLE

ADVICE ON WEBSITES

We measure everything we do

Our unique combinaHon of talent and proprietary technology is devoted to improving our clients’ businesses

/ BLOGS ARE CHEAP AND VERY, VERY GOOD...

Viral links

Viral links75%

MORE TH>N LIVING

PRINCIPLES, PROCESSES & PLATFORMS...

AMNESTY PROTECT THE HUMAN

Understanding, being useful and being live played out... 

http://blog.protectthehuman.com/1in10-a-case-study-in-social-media-campaigning/

NEW BUSINESS MODELS

Images (CC) Leo Reynolds #s 1, 3 & 4; TooFarNorth 2.

icrossing.co.uk/ebooks

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28icrossing.co.uk/ebooks

CREATIVE COMMONS SET US FREE

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Tel: +44 1273 827 721Email: antony.mayfield@icrossing.co.uk Site: www.iCrossing.co.uk

Blog: hep://connect.icrossing.co.uk / hep://www.antonymayfield.comTwi_er: @icrossing_uk / @amayfield

THANK  YOU

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