‘The World’ using simple Web 2 tools.

Suzette Eastmond

Web 2?

“Web 1 was a lean-back experience like tv. -passive but Web 2 is a lean-forward experience in which consumers become creators.”

“Web 2 is about participation NOT information. It is about sharing lives.”

“Web 3 is about profound change...it will be seamless and all mashed up and it is nearly here.”

“Web 1 was a lean-back experience like tv. -passive but Web 2 is a lean-forward experience in which consumers become creators.”

“Web 2 is about participation NOT information. It is about sharing lives.”

“Web 3 is about profound change...it will be seamless and all mashed up and it is nearly here.”

Web 2 tools

BlogsGoogle alertsFacebookGoogle AdsFacebook adsYou TubeRSS feedsFlickrTwitter.........?

BlogsGoogle alertsFacebookGoogle AdsFacebook adsYou TubeRSS feedsFlickrTwitter.........?

The World -‘Y’land A well known tactic in war is to ‘find local

guides to go into enemy territory.”That territory in this case is the space youth

reside in...cyberspaceOur target audience are the youth who reside in

Y’land. We therefore need youths to go into Y’land with.Where and how do we find these guides? By using the Web 2 tools to connect to them in

cyberspace.

A well known tactic in war is to ‘find local guides to go into enemy territory.”

That territory in this case is the space youth reside in...cyberspace

Our target audience are the youth who reside in Y’land.

We therefore need youths to go into Y’land with.Where and how do we find these guides? By using the Web 2 tools to connect to them in

cyberspace.

‘Other’-The Long Tail. ‘The Long Tail’?It is all about niche and finding your customers in

the tail of the demand curveThe new market, via the web is called ‘Other’.‘Other’ can easily total the same as your main

source countries Web 2 is an enabling tool to make the long tail

visible.

‘The Long Tail’?It is all about niche and finding your customers in

the tail of the demand curveThe new market, via the web is called ‘Other’.‘Other’ can easily total the same as your main

source countries Web 2 is an enabling tool to make the long tail

visible.

Word of Mouth1. WOM is best created when the experience

delivered exceeds the expectations.

2. WOM (word-of-mouth) is most valuable way of marketing – now recognized.

3. Your customer is a marketing partner.

4. The internet has turbo-charged word-of-mouth!

5. You need to know what the conversations are about your business.

1. WOM is best created when the experience delivered exceeds the expectations.

2. WOM (word-of-mouth) is most valuable way of marketing – now recognized.

3. Your customer is a marketing partner.

4. The internet has turbo-charged word-of-mouth!

5. You need to know what the conversations are about your business.

Social Media“Social media allows you to tap into the

conversation that’s already happening around your brand.”

-May 09 Simon Young, iJump

“ Be prepared for a mind-shift, social media is not a campaign but a commitment.”

-Scott Manly, Ford

“Social media allows you to tap into the conversation that’s already happening around your brand.”

-May 09 Simon Young, iJump

“ Be prepared for a mind-shift, social media is not a campaign but a commitment.”

-Scott Manly, Ford

Social media involves letting go, it is often viewed as too risky BUT...

“If your company doesn’t become voluntarily transparent, your customers (or competitors) will do it for you.” Simon Young June 08 www.marketingmag.co.nz

Social media involves letting go, it is often viewed as too risky BUT...

“If your company doesn’t become voluntarily transparent, your customers (or competitors) will do it for you.” Simon Young June 08 www.marketingmag.co.nz

Social media

Who is talking about us?

Blogs...weB logsAre open and unfiltered opinions...they are not

meant to be filtered. Authenticity is a very important value in Y’land and

they are quick to leave ‘spaces’ not considered authentic.

Blogs are powerful tools for customer communication

Are not a targeted audience but a desired audience who you are trying to attract.

Youth marketing workshop 2007 Sydney

Are open and unfiltered opinions...they are not meant to be filtered.

Authenticity is a very important value in Y’land and they are quick to leave ‘spaces’ not considered authentic.

Blogs are powerful tools for customer communication

Are not a targeted audience but a desired audience who you are trying to attract.

Youth marketing workshop 2007 Sydney

How to make a blog-intro

Blog hints Must be kept up-to-date.Need to be easily found.You can be the administrator and approve what

goes up. Preferably need the link on your website. You can have it emailed directly to the 10 most

important contacts e.g. agents, prospects. Add the link to it to your emails (caution) and

your newsletters.

Must be kept up-to-date.Need to be easily found.You can be the administrator and approve what

goes up. Preferably need the link on your website. You can have it emailed directly to the 10 most

important contacts e.g. agents, prospects. Add the link to it to your emails (caution) and

your newsletters.

http://thejuicekerikerihigh.blogspot.com/

i

Interactive,

student to student

Pay per click campaigns

They are measurable and accountableHave no up-front costs.Enables targeting of customers who are already

interested (search key words)Ad impressions are the number of times a

specific ad is served to a part of the web. Don’t pay for impressions but key words.

They are measurable and accountableHave no up-front costs.Enables targeting of customers who are already

interested (search key words)Ad impressions are the number of times a

specific ad is served to a part of the web. Don’t pay for impressions but key words.

The benefits.You can target the language(s).You can target certain countries and even

locations within the countries.You can choose where on the page your ad will

show.You pay per click (not view or impression)How much per click? You get good reports on how much you have

spent, where and how.

You can target the language(s).You can target certain countries and even

locations within the countries.You can choose where on the page your ad will

show.You pay per click (not view or impression)How much per click? You get good reports on how much you have

spent, where and how.

Google and Facebook Ad Words1/3rd of searches are for common key words1/3rd are on the company name1/3 are the long tail effect (many terms, specifics

and you cannot optimize for this)Use the key word tool of Google Ad words to find

out if people are searching using the key words you are planning to pay for.

Online ads sell when you are asleep and not there!

1/3rd of searches are for common key words1/3rd are on the company name1/3 are the long tail effect (many terms, specifics

and you cannot optimize for this)Use the key word tool of Google Ad words to find

out if people are searching using the key words you are planning to pay for.

Online ads sell when you are asleep and not there!

How to make a Google ad?Go to https://adwords.google.comStart nowSelect currencySign inTarget countries with languages and locationsWrite adChoose key wordsCalculate pricing, set daily budgetReview

Go to https://adwords.google.comStart nowSelect currencySign inTarget countries with languages and locationsWrite adChoose key wordsCalculate pricing, set daily budgetReview

Google ad word campaign for Showcase New Zealand 2009

Targeting students and their parents and sending them to www.showcasenewzealandschools.com Targeting students and their parents and sending them to www.showcasenewzealandschools.com

Real enquiries generated Suzette: thank you for your answers. Really I didn´t go to the fair, when was it?

I saw your showcases by internet. I have many question the most important is about de cost. Are the schools public or private? Because if are they private is imposible  for us. The second question is about where do the boys live?, with families or resident for student? In tour website you don´t have many information about the program. Could you give me the name and contact information of your Chilean agent?

On Apr 24, 2009, rblanc@terra.cl wrote:

Susette: tengo dos hijos de 15 y 16 años que desean irse por un periodo a estudiar a New Zeland  y nos informamos de este programa. Le agradecería nos enviará la información de costos, condiciones y que pasará el 27 de Abril. Gracias Rose Marie

Suzette: thank you for your answers. Really I didn´t go to the fair, when was it? I saw your showcases by internet. I have many question the most important is about de cost. Are the schools public or private? Because if are they private is imposible  for us. The second question is about where do the boys live?, with families or resident for student? In tour website you don´t have many information about the program. Could you give me the name and contact information of your Chilean agent?

On Apr 24, 2009, rblanc@terra.cl wrote:

Susette: tengo dos hijos de 15 y 16 años que desean irse por un periodo a estudiar a New Zeland  y nos informamos de este programa. Le agradecería nos enviará la información de costos, condiciones y que pasará el 27 de Abril. Gracias Rose Marie

Facebook ad 2008 “The ad seems to be working well.

29 clicks so far (targeted at German school girls) 58,561 impressions. Total cost $7.30 so far. Average cost per click is 25 cents.”

.....any up-surge in inquiries?”

(this ad went on to generate 2.8 mill impressions, 1,118 clicks at an av. cost per click of US11c and a total of US$311.71)

“The ad seems to be working well.

29 clicks so far (targeted at German school girls) 58,561 impressions. Total cost $7.30 so far. Average cost per click is 25 cents.”

.....any up-surge in inquiries?”

(this ad went on to generate 2.8 mill impressions, 1,118 clicks at an av. cost per click of US11c and a total of US$311.71)

services.google.com/fb/forms/stimulusnz09/z09/ps://services.google.com/fb/forms/stimulusnz09/

You TubeUsed to up-load videos.Students are doing this anyway...have you

checked?Use the links to send videos. Put the links onto your blog and Facebook group.It can’t be controlled or filtered. Easy to up-load.

Used to up-load videos.Students are doing this anyway...have you

checked?Use the links to send videos. Put the links onto your blog and Facebook group.It can’t be controlled or filtered. Easy to up-load.

Where?

www.youtube.com/watch?v=XXgcdTVNhWo

Sharing

Web 2 tools integrated.

FlickrA site to up-load and share photos from. Introduced into New Zealand in 2007. Students are doing this already.Key words used so clients can search?Have you checked?http://flickr.com/tour/

A site to up-load and share photos from. Introduced into New Zealand in 2007. Students are doing this already.Key words used so clients can search?Have you checked?http://flickr.com/tour/

Twitter

How to manage it all?

Summing up..Deliver experiences that exceed expectations.Then create advocacy tools for your satisfied

customers to use.Use a range of these tools in integrated

campaigns.You want on-line activists for your brand...you

have to create them. “The consumer is the departure point for the

message not the destination.”

Deliver experiences that exceed expectations.Then create advocacy tools for your satisfied

customers to use.Use a range of these tools in integrated

campaigns.You want on-line activists for your brand...you

have to create them. “The consumer is the departure point for the

message not the destination.”

Useful references and links www.marketingmag.co.nz

July 08, ‘Advocates and Ambassadors’,

Chandra Cooper-Warren

Nov 08, ‘Just getting started’, Karim Temsamari

May 09, ‘Scaling Social media,’ Simon Young

June 08, ‘What’s the buzz?’, Tony Boyte

www.marketingmag.co.nz

July 08, ‘Advocates and Ambassadors’,

Chandra Cooper-Warren

Nov 08, ‘Just getting started’, Karim Temsamari

May 09, ‘Scaling Social media,’ Simon Young

June 08, ‘What’s the buzz?’, Tony Boyte

www.nzherald.co.nz

Marketing section most weeks. Look out for Debbie Mayo-Smith and Sean D’ Souza

‘A whole new World Wide Web is on the horizon.’ David Smith

www.unlimited.co.nz

September 07, Toolkit section ‘The Online Buzz.’

September 07 ‘Facing down Facebook,’ Karyn Cartelle

‘Wikinomics- How Mass Collaboration Changes Everything’ (expanded edition) by Don Tapscott and Anthony D. Williams Penguin Books 2008

www.nzherald.co.nz

Marketing section most weeks. Look out for Debbie Mayo-Smith and Sean D’ Souza

‘A whole new World Wide Web is on the horizon.’ David Smith

www.unlimited.co.nz

September 07, Toolkit section ‘The Online Buzz.’

September 07 ‘Facing down Facebook,’ Karyn Cartelle

‘Wikinomics- How Mass Collaboration Changes Everything’ (expanded edition) by Don Tapscott and Anthony D. Williams Penguin Books 2008

Australian International Education Conference 2007 www.idp.com/aiec

‘Recruiting international school students: The myth and the reality’, Mitchell Ross

Online Communities and International Alumni Networks: Chances, Challenges, and Competitive Advantage’, The Illuminate Consulting group

‘Trends, Strategies, and Best practices in International Student Recruiting’, Illuminate Group for ENZ March 07

Australian International Education Conference 2007 www.idp.com/aiec

‘Recruiting international school students: The myth and the reality’, Mitchell Ross

Online Communities and International Alumni Networks: Chances, Challenges, and Competitive Advantage’, The Illuminate Consulting group

‘Trends, Strategies, and Best practices in International Student Recruiting’, Illuminate Group for ENZ March 07

www.tourismbusinessmag.co.nz 1st issue 2009

‘Social Media Marketing (and how to do it),’ Lawrence Smith

‘What are the top social media trends for 2009?’, Annie Gray

‘Twitter: Is it twitty?’, Lawrence Smith

‘Guerrillas in our midst’, Diana Clement

www.tourismbusinessmag.co.nz 1st issue 2009

‘Social Media Marketing (and how to do it),’ Lawrence Smith

‘What are the top social media trends for 2009?’, Annie Gray

‘Twitter: Is it twitty?’, Lawrence Smith

‘Guerrillas in our midst’, Diana Clement

www.management.co.nz May 08, ‘A site for sore eyes’, Steve Hart October 07, ‘Online and opinionated’, Ruth La Plawww.nzbusiness.co.nz July 08, Greg Murphy International Student Recruitment and Marketing Tim Rogers, ‘Converting enquiries to enrolled

students.’ The National Bank Seminar Series, Bizzone.

Auckland 2009

www.management.co.nz May 08, ‘A site for sore eyes’, Steve Hart October 07, ‘Online and opinionated’, Ruth La Plawww.nzbusiness.co.nz July 08, Greg Murphy International Student Recruitment and Marketing Tim Rogers, ‘Converting enquiries to enrolled

students.’ The National Bank Seminar Series, Bizzone.

Auckland 2009