E!UK Craig Hanna - The Atomised Web

1. Widgets, APIs, RSS, social media… How do you market to customers who now control and configure your brand? Craig Hanna , Training Director, E-consultancy.com

6. Animation Search YouTube on “Jeff Han” http://www.youtube.com/watch?v=UbIb2n5fo2k

7. Craig’s world

9. Lets step back a moment.. A short history of how we’ve got where we are

10. Word of Mouth Source: Antony Mayfield, Global Crossing

11. Channel Media Source: Antony Mayfield, Global Crossing

12. Open Networks Source: Antony Mayfield, Global Crossing

13. But we still think the web works as brand channels

14. But Jeff is here Are you part of Jeff’s world?

15. And Craig is here

16. Mmm… Channels to networks? Give me some stats!

17. MySpace 8 th biggest provider of traffic to HMV.co.uk in the UK

18. TOPMAN gets 5% of traffic from MySpace (more than MSN + Yahoo!)

19. 36% of Google’s Q4 2007 revenue came via its AdSense Network

20. $1,530,000,000 paid out in the last 14 weeks of 07

21. AdSense is a widget

22. RSS We want RSS everywhere. I want it in more than just the browser and aggregators. Dean Hachomovitch General Manager, IE7

24. IE 7 growth

26. Google Maps

28. Ryanair - Bing!

29. 3 types of widget have been made available:- 1. One showing item information for an auction listing 2. Another enabling a slideshow for multiple selected items 3. And another showing multiple thumbnails related to keyword search queries “ eBay has launched a Flash widget applet that allows sellers to embed their auctions on sites around the web.” eBay

33. OK… So what am I meant to do about it?

44. Average Total Value / Visit = 62p

45. 7,000 visits a day from Google = £4,340 a day…

47. How many more direct visits can we get? Can we get more Google love? from ‘social media marketing’

48. Targeting VOLUME / REACH INFLUENCE

49. Lots of sites…

50. Prioritised + How to approach

51. Go engage!

52. Links via Online PR

53. BBC Internet Blog

54. BazaarVoice Blog

55. Facebook

56. LinkedIn Answers

57. YouTube Channel

58. Twitter Channel

59. Digg

60. Del.icio.us

61. Was it worth it?

64. Views = 1,746 No. referred visits = 5

65. No. referred visits = 77

66. Total no. ‘social media’ referred visits = 18,000

67. Value = 18,000 X 62p = £11.16k…

68. SEO impact?

69. Google Natural Search Referrals

70. Total no. incremental visits for SEO improvement = 72,000

71. Value = 72,000 X 62p = £44.64k…

72. ROI = (£11.16K + £44.64k) / £10k = 558%

75. Thank you and blatant plug Craig Hanna, CEO, E-consultancy http://www.e-consultancy.com