19 May 2009 - "Power of Influence" Lunch The Insight Exchange (www.theinsightexchange) Cliff Rosenberg's 8 minute statement presentation.

1. The Power Of Influence Cliff Rosenberg - May 2009 In 1964 80% of Americans read a newspaper every day, today, it has dropped to less than 50% !

2. Google is not just a search engine, it’s a place to influence yours and your co’s reputation ! Employers, partners, dates, etc are regularly typing your name into Google ! – a powerful and somewhat dangerous research tool ! …. Also get SEO working for you asap. … spurned a whole new industry !

3. What brands / advertisers want remains the same thru the ages ie: influence as many potential customers as possible to make a buy decision … 20 years ago the choice was relatively simple – target customers via TV, radio, newspapers and magazines … BRANDS CUSTOMERS Newspapers TV Radio Magazines MEDIA

4. Media choices (influencing channels) have exploded with media fragmentation ! … and even within media such as online there has been a massive shift in the last few years in the influence equation … BRANDS / ADVERTISERS CUSTOMERS Magazines Radio Mobile Phones Netbooks Newspapers VOIP Podcasts TIVO TV Rooftops for Google Maps Blogs Video Games Slingbox Instant Messenger MEDIA

5. Up until a few years ago online media buying was relatively simple - a few big sites dominated (kinda the same as no one ever went wrong buying IBM !) … But online itself has fragmented …(Facebook has over 275 million unique monthly visitors - double the traffic of any of the Big Four portals, including Google). BRANDS / ADVERTISERS MEDIA CUSTOMERS

6. … and accessing and influencing online customers is becoming increasingly complex …… … and the founding online publishers are the casualties … advertisers now go after wherever customers are based on their social profiles and networks Select a Service: Select a Service: CUSTOMERS “ Traditional” online media

8. Thanks !