part 1 the digital marketing revolution - 5th september 2013
DESCRIPTION
Stephen Whitelaw at #WorkingDigital 2013 - "Digital marketing revolution" (Part 1 of 2). Working Digital was a unique digital technology and social media event involving industry leaders, key thinkers and future business stars. Providing live presentations streamed to an online audience, along with original digital content. Working Digital is a project of East Ayrshire Council's Economic Development section and has been developed in partnership with NSDesign Ltd.TRANSCRIPT
The Digital Marketing Revolution
Thursday 5th September 2013 by Stephen Whitelaw ([email protected])
#WorkingDigital
© Stephen Whitelaw 2010
Some predictions for the future…
• the thing about predictions...
www.longbets.org
© Stephen Whitelaw 2010
"I think there is a world market for maybe five
computers." Thomas Watson, chairman of IBM, 1943
© Stephen Whitelaw 2010
"There is no reason anyone would want a computer in
their home." Ken Olson, president, chairman and founder of
Digital Equipment Corp., 1977
© Stephen Whitelaw 2010
"640K of memory should be enough for anybody.”
Bill Gates, president founder of Microsoft Corp., 1981
Not an easy job !
© Stephen Whitelaw 2010
Web 1,2,3 and 4…
• The Semantic Web
• Google love/hate
• The Splinternet (Gartner)
© Stephen Whitelaw 2010
Definitions of Web 1.0, 2.0, and 3.0
Web 1.0 – The static web (html files – no interaction)
© Stephen Whitelaw 2010
Definitions of Web 1.0, 2.0, and 3.0
Web 2.0 – Examples of Web 2.0 include web-based communities, hosted services, web applications, social-networking sites, video-sharing sites, wikis, blogs, mashups etc. Web 2.0 sites allow their users to interact with other users or to change website content.
© Stephen Whitelaw 2010
Definitions of Web 1.0, 2.0, and 3.0
Web 3.0 – The Semantic Web, making it possible for the web to “understand” and satisfy the requests of people.
http://motif.sandbox.yahoo.net
www.yummly.com
© Stephen Whitelaw 2010
Web 1.0, 2.0 and 3.0Web 1.0, Web 2.0 and Web 3.0
http://www.w3.org/2001/sw/sweo/public/UseCases
In the last 6 months ...
600 million active users to 1.2 Billion (June 2013)
(Average user has 130 friends, 50% login daily)
300 million users (1.6 billion searches per day)
50+ million users worldwide to 225 million
(2 million company pages, 6M+ members in UK)
Now 50 million users!
343 Million users!
14 million articles to 15 million
Generation X Y Z ..
Go Play Outside …
The ‘new’ generation …
Key venues such as Facebook, Digg, Twitter, Delicious, LinkedIn all have rather large concentrations of over 35’s.
Average age on social sites
© Stephen Whitelaw 2011
“The Web is Dead Long Live the Internet” !
State of the internet
- Asia: 1,016,799,076 (44.8% of internet users worldwide)
- Europe: 500,723,686 (22.1%)
- North America: 273,067,546 (12.0%)
- Latin America / Caribbean: 235,819,740 (10.4%)
- Africa: 139,875,242 (6.2%)
- Middle East: 77,020,995 (3.4%)
- Oceania / Australia: 23,927,457 (1.1%)
Internet users worldwide by regions, year-end 2011 (December 2011) – www.newmediatrendwatch.com
E-Mail Volume of ITCS&S organization
Source: mstat.cisco.com
>80% reduction of email
>80% reduction of email
e-commerce
Worth £121 billion in 2010, it contributes to 8.3% of the UK economy, growing at a faster rate than many other countries. (UK Office of National Statistics)
China aims to have 18 trillion yuan ($2.8T USD) of e-commerce by 2015 !
The main barriers to entry are supply chain & order fulfilment.
shutl
Argos now use shutl …
Maplin now use shutl ..
Amazon Collect +
Comet has gone
Jessops – Gone on 11th Jan 2013 ..
Went into adminstration on 14th Jan 2013
Blockbuster also in administration! – Jan 16th 2013
13th Feb 2013 …
In 2012 alone …
Woolies is back
Store with a difference!
Tesco open 5th internet ‘dark store’(Jan 22nd 2013)
‘dark store’ from above
The Internet of Things/Objects
© Stephen Whitelaw 2010
Yellow Pages
Free texting apps …
• Imo
• Kakao Talk
• Pinger
• textPlus
“Cost the telecom industry $13B (£8B) in lost sms
revenue in 2011”
Re-imagination
Asset-Light generation …
A new asset-light generation is emerging, living from hand to cloud and back again.
Welcome to the rise of the Sharing Economy
Desktop to Mobile
© Stephen Whitelaw 2011
www.bbc.co.uk/news/technology-14731757
Cord cutters
mobile is having a huge impact on our lives
planet wide …
all ages …
Everywhere !!!
I mean ‘everywhere’ …
Masai chief showing off his mobile phone; 3G coverage is now great across the Rift valley
Mobile phone chargers in New York !
Mobile Devices Will Outnumber People by the End of 2013
Ready for Mobile?
• www.mobiready.com – Analyses your website to prepare it for mobile.
• www.howtogomo.com – Checks to see if your website is mobile friendly.
Speeding up …
• Average time from Search to Purchase on a desktop device ?
• Average time from Search to Purchase on a mobile phone ?
Mobile … the last last minute !
Hailo
Hailo for cabbies …
Lfyt – public taxi service!
Mobile Payments …
Barclays Pingit
Starbucks iphone cash app
Launched Jan 2011 Launched Jan 2012
Payment on the Go …
Payment on the Go …
Payment on the Go …
Payleven -
Paypal launch chip & pin machine … Feb 22nd 2013
Google Wallet …
Apple Passport .. with iOS6
Free WiFi in restaurants in KLor else !
Costco opens e-commerce site in Nov 2012 …
So many platforms, so little timeDevelopers face a real challenge making apps for multiple platforms
Windows PhoneC#
AndroidJava
iOSObjective C
mobile webHTML/CSS/Javascript
BlackBerry OSJava, web
Windows 8C#, C++
BadaC++
webOSHTML5, C++
Boot2GeckoHTML5
Cross-platform mobile tools
AppMakr mobile.conduit
SenchaXamarin
spaceport.ioaparat.io
DashcodeTitaniumCorona
WorklightGameSalad
© Stephen Whitelaw 2011
Instagram Statistics:
• Has over 100 million monthly active users• Gets 40 million photos uploaded per day• Gets 8500 likes per second• Receives over 1,000 comments per second
[Bought for $1 Billion by Facebook in April 2012]
Benefits of using Instagram for business
•Get you thousands of followers on Instagram very quickly.
•Easy to become one of the most popular figures in your industry or niche.
•Get you an avalanche of qualified website traffic, recognition and exposure.
•Dramatically increase your product sales and profits.
•Help boosts your company online profile and credibility.
How to add Instagram to your website …
www.outdoorcapital.co.uk
Path – the “Personal Network”
They offer private messaging and sharing with friends and family
Share amongst friends. Your family and close friends can comment, smile, laugh, gasp, frown, or love your photos, videos, locations, music, and workouts. Then you can search to rediscover these memories by people, seasons, holidays, and more.
Infographics wonderland !
Tools To Create Your Own Infographics 1 of 2
• What About Me?
• Vizualise Me
• Piktochart
• Easel.Ly
• Visual.Ly
• Infogr.Am
• Many Eyes
Tools To Create Your Own Infographics 2 of 2
• Venngage
• ICharts
• Dipity
• StatSilk
• InFoto Free
• Photo Stats
© Stephen Whitelaw 2010
User Engagement
© Stephen Whitelaw 2010
User Engagement
© Stephen Whitelaw 2010
User Engagement – Made EasyImprove your website sign-in experience
Increase Registrations
Social Login
Feb 26th 2013 … Google launches “Google+ Sign in” …
Google+ Sign in
Google+ Sign in
© Stephen Whitelaw 2010
Reduce Cost of Participation
versus
Free, but not so easyFree, but not so easy This is easyThis is easy
© Stephen Whitelaw 2010
Tech-Savvy Consumers
• www.codes.co.uk – voucher codes
• www.myvouchers.co.uk – discount codes
• www.promotionalcodes.org.uk – promotional codes
• www.topcashback.com – cashback site
• www.quidco.co.uk – cashback site
• www.greasypalm.co.uk - £25m+ saved!
• www.giveortake.com
Embrace All of Inbound Marketing
Blogs + Blogging
Comment Marketing
News/Media/PRSEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Podcasting
Webinars
Research/White Papers
Infographics
Social Bookmarking
INBOUND MARKETING!(AKA all the “free” traffic sources)
Direct/Referring Links
Type-In Traffic
Document Sharing
© Stephen Whitelaw 2010
EV SSL Certificate
• Extended Validation SSL certificates – highest level of trust [Tells your customers the company is real and trusted]
© Stephen Whitelaw 2010
Make visitors ‘feel’ safe(Accreditation schemes for online retailers.)
• www.safebuy.org.uk
• www.mcafeesecure.com
• www.buysafe.com
• www.truste.com
• www.isisaccreditation.imrg.org
www.roomsyoulove.com
© Stephen Whitelaw 2010
User Generated Content (UGC)
© Stephen Whitelaw 2010
UGC Consumption in the US
0
15
30
45
60
75
90
105
2006 2007 2008 2009 2010 2011Source: eMarketer, June 2007
75M
101M
© Stephen Whitelaw 2010
Prosper
© Stephen Whitelaw 2010
Zopa
Weddar
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
Encarta no more ..
© Stephen Whitelaw 2010
Wikipedia
© Stephen Whitelaw 2010
YouTube
© Stephen Whitelaw 2010
flickr
© Stephen Whitelaw 2010
tripadvisor
Airbnb
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
slideshare
© Stephen Whitelaw 2010
PatientsLikeMe
Don’t Date Him Girls !
www.reevoo.com
www.feefo.com
www.opinurate.com
Trustpilot ..
www.reviewcentre.com
© Stephen Whitelaw 2010
Collaborative Innovation
• www.lego.com (mindstorm.lego.com) • www.goldcorp.com
• www.mozilla-europe.org/en/firefox
• www.ideastorm.com
• http://mystarbucksidea.force.com
Collaborative Innovation Tools - Feedback apps.
Soliciting, accepting and organizing feedback is no longer a daunting task.
• www.uservoice.com• www.getsatisfaction.com • www.feedbackify.com • www.suggestionbox.com • www.kampyle.com • www.opinionlab.com• www.crowdsound.com• www.ideascale.com• www.userecho.com • www.talkbin.com
• www.olark.com
© Stephen Whitelaw 2010
GetSatisfaction inside Facebook
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
Search
Alerts
Blog Search
Book S
earch
Catalogs
Checkout
Desktop
Direct
ory
Earth
Finance
Froogle
Images
Local
Maps
News
Sch
olar
Spe
cial
ized
Sea
rche
sToolbar
Video
Web Search Features
© Stephen Whitelaw 2010
• Google Chrome
• Google Desktop
• Google Earth
• Google Pack
• Picasa
• Sketchup
List of Google Products 1 of 8
© Stephen Whitelaw 2010
• Google Gears
• Google Buzz
• Gmail
• Blogger
• Google News
• iGoogle
List of Google Products 2 of 8
© Stephen Whitelaw 2010
• Froogle
• Google Latitude
• Google Skymap
• Google Goggles
• YouTube
• Google Voice
List of Google Products 3 of 8
© Stephen Whitelaw 2010
• AdMob
• Google Dashboard
• Adwords/Adsense
• DoubleClick
• Google Apps
• Google Docs
List of Google Products 4 of 8
© Stephen Whitelaw 2010
• Google Feedburner
• Knol
• Orkut
• Panoramio
• Picnik
• Google Reader
• Google Health
List of Google Products 5 of 8
© Stephen Whitelaw 2010
• Google Sites (was Jspots)
• Android
• Google Sidewiki
• Open Social
• Google Chrome OS
• Google Mars / Moon
List of Google Products 6 of 8
© Stephen Whitelaw 2010
• Google Alerts
• Google Product Search/Base
• Aardvark
• Google Checkout
• Google Translate
• Fast Flip
• Google Real-Estate/Property search
• Google URL Shortner
List of Google Products 7 of 8
© Stephen Whitelaw 2010
• Google Groups
• Google Finance
• Google Scholar
• Analytics
• Trends
• Goog-411
• Google Public DNS
• Google Plus
List of Google Products 8 of 8
Google Labs – How sad!
© Stephen Whitelaw 2011
The Resistance has begun
Banning surveillance devices!
The competition has begun!
“Baidu Eye”
Search Engines
Yandex …
Baidu …
Search Engines• Top 3 tier-1 search engines are Google, Bing, Yahoo
• Internationally many local/huge players exist:
• China – Baidu (80% market share, & YouTube, Twitter, Facebook, Google !)
• Russian – Yandex (60% market share)
• www.searchenginecolossus.com – global list of local search engines.
Chinese social networks …
• www.renren.com
• www.qzone.com
• www.51.com
• www.weibo.com
The right information at the right time !
• Time to wake up• Traffic this morning on the way to work• Here is your Boarding Pass• Where is your meeting?• You have a date tonight• DHL have delivered to your home
Google Maps/Streetview
• Google Maps
• Homebrew Google Maps!
© Stephen Whitelaw 2011
Google Cars
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
“Is Google Making Us Stupid?” by Nicholas Carr in The Atlantic
The Shallows: What the Internet Is Doing to Our Brains by Carr
“Yes, the Internet is rotting your brain”, Salon.com on The Shallows
Review of The Shallows from Financial Times
Rough Type, Carr’s blog
Harder than ever to discover!
The Filter Bubble
A distortion problem ….. “… people are exposed only to things they already agree with or are familiar with.”
Meet Daniel’s Google SearchGENDER:
RACE:
LOCATION:
Male
Caucasian
New York
Wednesday 22 June 2011
Meet Scott’s Google SearchGENDER:
RACE:
LOCATION:
Male
Caucasian
New York
Wednesday 22 June 2011
Scott’s Search Daniel’s Search
57 signals!• Our Search History.• Our location – verfied• the browser we use.• the browsers version• The computer we use• The language we use• the time we need to type in a query• the time we spend on the search result page• the time between selecting different results for the same query• our operating system• our operating systems version• the resolution of our computer screen• average amount of search requests per day• average amount of search requests per topic (to finish search)• distribution of search services we use (web / images / videos / real time / news / mobile)• average position of search results we click on• time of the day• current date• topics of ads we click on• frequency we click advertising• topics of adsense advertising we click while surfing other websites• frequency we click on adsense advertising on other websites• frequency of searches of domains on Google• use of google.com or google toolbar• our age• our sex• use of “i feel lucky button”• do we use the enter key or mouse to send a search request• do we use keyboard shortcuts to navigate through search results• do we use advanced search commands (how often)• do we use igoogle (which widgets / topics)• where on the screen do we click besides the search results (how often)• where do we move the mouse and mark text in the search results• amount of typos while searching• how often do we use related search queries• how often do we use autosuggestion• how often do we use spell correction• distribution of short / general queries vs. specific / long tail queries• which other google services do we use (gmail / youtube/ maps / picasa /….)• how often do we search for ourself
“The future of the webis about personalization.”
Tapan Bhat, Yahoo VP
Wednesday 22 June 2011
“It will be very hard for peopleto watch or consume somethingthat has not in some sensebeen tailored for them.”
Eric Schmidt, Google
Wednesday 22 June 2011
sort by: Relevant
Important
Uncomfortable
Challenging
Other Points
of View
Adblock Plus
AdBlock Plus removed from Android (March 2013)
Why did Google remove this app?
The date when you will die?
Would you open this envelope?
And what you will die of!
Google Inactive Account Manager
Tell Google What to do with your data when you die !
www.fairsearch.org
Price Comparison sites
Price Comparison sites
Google Car Insurance !
Google Car insurance …
Google Credit Cards …
Google Credit Cards …
Google Mortgages ..
Goodbye Moneysupermarket …
Google Savings Accounts!
Google Savings Accounts!
Google Flights …
Google Hotels
Google Product Listing Ads …
Google Product Listing Ads …
More to see/read here
www.google.com/ads/PLAsetup
Google X-Ray Searching …
intitle:index.of + "xls" + "passwords" -htm -html -php –asp
intitle:index.of + "mp3" + "beatles" -htm -html -php -asp
www.recruitin.net
© Stephen Whitelaw 2010
Search Engine Optimisation SEO (or cheating Google!)
• Don’t do (Blackhat): Hidden content, keyword stuffing, link farming, doorway pages, IP cloacking. [Duplicate content]
• Do (Whitehat/ethical) : Fresh up to date relevant content, inbound links, friendly URL’s.
SEO
• Relevance
• Authority
Q: How do you make face appear in Google Search Result ?
A: Use “Google Authorship Markup”
SEO in 10 minutes from Google !
• http://www.youtube.com/watch?v=El3IZFGERbM&feature=player_embedded
How does Google see your site?
www.seo-browser.com
© Stephen Whitelaw 2010
Buying Traffic – be careful!
• http://www.trafficzap.com
• http://www.nicheprofitclassroom.com/index.html
• http://www.blazingtraffic.com
• www.buyhitscheap.com
© Stephen Whitelaw 2010
Shopping Channels
© Stephen Whitelaw 2010
www.mattcutts.com/blog
© Stephen Whitelaw 2010
Search Engine Optimisation SEO (or cheating Google!)
Learn and keep up to date with:
• www.searchenginewatch.com
• www.searchengineland.com
• www.seomoz.org
Google Disavow Links Tools …
© Stephen Whitelaw 2010
Your Advertising Budget – Attract More Customers
• Google Adwords - www.google.com/adwords (Adwords / Adsense)
• Yahoo Advertising - www.yahoo.com/advertising
• Microsoft Advertising - www.microsoft.com/adcenter
• facebook Ads - www.facebook.com/ads • Coming soon … Twitter ads - www.be-a-magpie.com • Coming soon … Apple iAds [iphone OS 4.0 onwards]
[Please remember ‘negative keywords’/’excluded words’]
Facebook Advertising
Facebook Advertising … Do A/B Multivariate testing on Ads …
A/B testing of Facebook Ads ..
How Do you do… A/B Facebook Ads testing ?
© Stephen Whitelaw 2010
Some advertising definitions
• PPC – Pay Per Click• CPA – Cost Per Action/Aquisition• CTR – Click Through Rate• CPC – Cost Per Click• CPM – Cost per Thousand• eCM – effective Cost Per Thousand Impressions• CPL – Cost Per Lead• CPS – Cost Per Sale• CPI – Cost per Install
© Stephen Whitelaw 2010
Amazon Associate model
© Stephen Whitelaw 2010
OfferVault
© Stephen Whitelaw 2010
Commission Junction
© Stephen Whitelaw 2010
buy.at
Affiliate Window
© Stephen Whitelaw 2010
Mass Customisation"You can paint it any color, so long as it's black"
• www.createmychocolate.com – design your own chocolate bar• www.gemvara.com – custom jewellery• www.slantshackjerky.com – custom jerky• www.shoesofprey.com – bespoke ladies shoes• www.redmondpetfood.com – create your own petfood• www.myjellybelly.com – custom jelly beans• www.spreadshirt.com – mix your own shirt• www.zazzle.com - custom gifts, posters• www.blank-label.com • www.laudividni.com – custom handbags• www.youbars.com/buildabar – build your own energy bars• www.lulu.com – self publishing: books, cd’s, calendars, yearbooks etc.• http://nikeid.nike.com/nikeid/index.jsp - build your own Nike sneaker.• www.funkypigeon.com – create personalised greeting cards.• www.kideo.com – personlized vidoes.• www.flattenme.com – personalized story books
Print me a Stradivarius!
© Stephen Whitelaw 2010
3D Printing/Fabricators• Print?: a spare part for your car, a lampshade, or a
violin!• Today: Only plastics, resins, metals• Cost: Currently same as a laser printer was in 1985.
(£10,000+)• Advantage: No waste (1/10th) used, No factories
• Possibilities: Endless, even RepRap.• www.fabathome.org
[www.youtube.com/watch?v=iMhG4fWQnlE]
© Stephen Whitelaw 2010
Multiphoto Polymerisation
© Stephen Whitelaw 2011
3D Printers – print cartilage!
MakerBot
Geomagic
3dsystems
Wounded eagle gets 3D Printed beak
Print your own iphone cases!
Guitars!
3D cast for your broken arm …
Prosthetic devices…
3D Printing Vending Machine! … The Dreambox
The revolution has begun ….“An 3d open source search engine”
Print yourself a gun and some ammo !
http://www.youtube.com/watch?feature=player_embedded&v=xY16r6EkUNY#!
www.defcad.org
Then on May 11th 2013 …
The 3D Scanner
4D !!
Those clever scientists at MIT
www.youtube.com/watch?v=Hr7sYg1q8rw
4D Printing!!! …
News Aggregation
© Stephen Whitelaw 2011
© Stephen Whitelaw 2011
Zite
© Stephen Whitelaw 2011
Pulse
© Stephen Whitelaw 2011
Editions (by AOL)
© Stephen Whitelaw 2011
Livestand (by Yahoo)
© Stephen Whitelaw 2011
Wavii
summly
2nd Screen Experiences
• Disney Second Screen
• MTV Watch
• NBC Live
• Bravo Now
© Stephen Whitelaw 2011
Disney Second Screen
© Stephen Whitelaw 2011
Great for Sport
© Stephen Whitelaw 2011
Umami
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
“1 minute of video is worth 1.8 million words” – Forrester (April 2010)
YouTube Prediction (90% of all traffic will be video)
What is YouTube?
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
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© Stephen Whitelaw 2010
Everyone is on
• 10 Downing Street
• The Royal Family
• The BBC
• Channel 4
© Stephen Whitelaw 2010
Everyone is on
• The Whitehouse
• Stanford University
• Mayo Clinic
• British Airways
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
Power of Video 1 of 2
• www.youtube.com/movies [NetFlix]• www.youtube.com/html5 [noflash required]• www.youtube.com/disco [Look out Spotify!]• www.youtube.com/citizentube [BP we hate you]• www.youtube.com/lifeinaday] [Bladerunner]• www.youtube.com/leanback [Youtube vs TV?]• www.youtube.com/testtube [Ideas incubator]• www.youtube.com/feather_beta [Lite version]• www.youtube.com/dev [Youtube for developers]
© Stephen Whitelaw 2010
• www.tubemogul.com
• www.ustream.tv/ - You’re on!
• www.chatroulette.com (www.omegle.com) – Chat with strangers
• Make your own videos: www.moviestorm.co.uk/moviestorm/rock
• www.Xtranormal.com
Power of Video 2 of 2
List of main video websites
• youtube.com
• ehow.com
• dailymotion.com
• hulu.com
• metacafe.com
• vimeo.com
• megavideo.com
• ustream.tv
© Stephen Whitelaw 2010
justin.tvcollegehumor.combuzzfeed.comoptvbytes.comyouku.comfunnyordie.comvodpod.comstagevu.comtudou.comted.com
kendincos.netvideosurf.comblip.tvcrunchyroll.comlivestream.comjokeroo.comviddler.comtruveo.comcurrent.comyidio.comveoh.com
livevideo.comvideojug.comwisevid.comgrindtv.comstickam.comletmewatchthis.comcraveonline.comourstage.comnothingtoxic.comcasttv.com
twitvid.comvuze.comflixxy.comkontraband.comtrutv.comcrackle.comrevver.comguba.comslashcontrol.commevio.comwonderhowto.com
Google Adwords for Video …
© Stephen Whitelaw 2010
Competitor Analysis Tools
• www.compete.com – Competitor Traffic analysis
• www.quantcast.com – Detailed visitor analysis
• www.spyfu.com, www.keywordspy.com – Eat your competitors lunch
• www.google.com/trends (websites as well as keywords)
• www.wolframalpha.com – Computational Search Engine
• www.google.com/squared - Google spreadsheet search (Gone!)
© Stephen Whitelaw 2010
Website stats and info ..
• Vibrant Ads• Dynamic Logic • Revenue Science
• www.alexa.com – The Web Information People
• “The Waybackmachine” www.archive.org Block archive.org bot using robots.txt – see below User-agent: Alexa
User-agent: Archive.org Disallow: /Folder/
• www.Prchecker.info (www.google.com 10/10 www.google.co.uk 8/10)
• www.instapagerank.com
© Stephen Whitelaw 2010
Understanding Users(CrazyEgg)
UX Testing gets serious …. Heatmaps & Gazeplots
© Stephen Whitelaw 2010
Online Social Bookmarking -AddThis
© Stephen Whitelaw 2010
Online Social Bookmarking - ShareThis
© Stephen Whitelaw 2010
Social Media
Social Media Risks
Social Media – Personal Risk
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
Conversation Prism
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
Who do you trust?
• Only 14% of people trust advertisements
• 78% of people trust the recommendations of other consumers Nielsen “Trust in Advertising” report – October 2007
“Why” are review so powerful?
•Increase conversion rates•Brand Trust•Fresh content about you
© Stephen Whitelaw 2010
Social Media is Counter-intuitive
Space defined by Media
Owner
Brand in control
One way / Delivering a
message
Repeating the message
Focused on the brand
Entertaining
Company created content
Space defined by Consumer
Consumer in control
Two way / Being a part of a
conversation
Adapting the message/ beta
Focused on the consumer / Adding
value
Influencing, involving
User created content / Co-creation
Communications Media
Social Media
© Stephen Whitelaw 2010
Three Simple Questions
• Who are your customers?
• Where do they hang out online?
• How can we best engage with and energise them?
© Stephen Whitelaw 2010
Social Media Examples
© Stephen Whitelaw 2010
Blentec YouTube Channel
Online Crowd sourcedusability testing
© Stephen Whitelaw 2011
Fiverr.com
Microgigsite.com
Gigbucks.com
Fivesquids.co.uk
Small-Gigs.com
www.poundweb.co.uk
© Stephen Whitelaw 2010
rogersmithhotel - website
© Stephen Whitelaw 2010
rogersmithhotel – life blog
© Stephen Whitelaw 2010
rogersmithhotel – YouTube Channel
© Stephen Whitelaw 2010
rogersmithhotel - Twitter
© Stephen Whitelaw 2010
rogersmithhotel - flickr
© Stephen Whitelaw 2010
rogersmithotel - facebook
© Stephen Whitelaw 2010
rogersmithhotel - tripadvisor
Ustream.tv live feed
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
Affinia Hotels
© Stephen Whitelaw 2010
Affinia Hotels
© Stephen Whitelaw 2010
Skittles
© Stephen Whitelaw 2010
Risks with employees online
© Stephen Whitelaw 2010
Social Media Policy ..
Social Media GuidanceInternet Postings PolicyBlogging PolicySocial Media PolicySocial Media HandboookSocial Media Policy TemplateOnline Communications GuidelinesFacebook Comments Policy
Online Database of 217 policies - http://socialmediagovernance.com/policies.php
© Stephen Whitelaw 2010
Kruger National Park
© Stephen Whitelaw 2010
Tag Cloud
www.wordle.net , www.tocloud.com , www.tagcrowd.com - Online free Tag Cloud Creators
© Stephen Whitelaw 2010
QR Codes
“Get offline audiences online instantly”
• http://qrcode.kaywa.com – url• www.qrhacker.com – custom QR Codes• http://zxing.appspot.com/generator url + geo• http://delivr.com/qr-code-generator - url + others
• www.goo.gl - url
4 different types of QR Codes
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
QR Codes
© Stephen Whitelaw 2010
QR Codes
© Stephen Whitelaw 2010
Pet Shop Boys
© Stephen Whitelaw 2010
http://www.youtube.com/watch?v=c_N559yMLZc
© Stephen Whitelaw 2010
© Stephen Whitelaw 2010
Google Places
QR code your CV!
© Stephen Whitelaw 2011
QR Codes After Death !
© Stephen Whitelaw 2011
Good looking codes
© Stephen Whitelaw 2010
More Fancy QR Codes
© Stephen Whitelaw 2011
© Stephen Whitelaw 2010
Augmented Reality
© Stephen Whitelaw 2010
WikitudeWikitude
Augmented Reality connects reality with computer-generated data. Information is shown on the current camera display of the smartphone. The exact positioning of data in a live photo is possible thanks to the equipment of modern smartphones: using the data of GPS, the compass and the movement sensor, the exact geographical coordinates are calculated. In the case of the Wikitude World Browser, the data comes from cooperation partners like the online yellow pages qype, Wikipedia or the user community.
Package includes:The Wikitude Java API;javadocs;documentation anda sample application,
© Stephen Whitelaw 2010
WikitudeWikitude
Wikitude World Browser
The Augmented Reality browser Wikitude by the AR – pioneer Mobilizy ( http://www.mobilizy.com ) is one of the very first fully functional AR-browsers for smartphones. Wikitude is available for Android smartphones and for the iPhone. The 3D feature is currently conceived for Android, a similar 3D feature for the Augmented Reality browser Wikitude for iPhone is being developed.
iOnRoad Augmented Driving
Augmented reality in the Food & Drink Industry