Interactive Marketing Summit 26-5-08

Brightstar Interactive Marketing Summit - Hyatt Regency Auckland

Blogging notes as I hear and digest it at the Interactive Marketing Summit, and now edited the day after. My conference fee has been sponsored by the conference chair Simon Young of He blogged about a free ticket, and I was the lucky guy. Thanks Simon.

What is a Summit, an Interactive Marketing Summit - hearing from people that have been there and done that. Inspiring us to greatness for our websites and clients. Inspiring us to use Videos, Podcasting, inspiring us to change the way we do business.

Some of the Highlight take homes for me

  • how to use facebook - ads alone don't get much response, consider polls as a way to get the message out there - which flavour do you prefer
  • not build it and they will come, but build it where they are
  • Google zeitgeist - search patterns can be found for New Zealand based searches
  • Thomas Scovell/Shift- Dont change your marketing, change your business - thats the best take home
  • Simon Young - ijump - Tweetscan - checking the conversations going on about your brand.
  • Simon Young - responding to criticism rather than trying to delete it...
  • Jacqui Jones - Google for your name/brand, and add comments to blog/forum conversations about you so as to get your side of the story out there. My interpretation of this - Get positive comments/mentions about you on other websites so as to give lots of positive results on Google.

Bernard Hickey - Managing Editor,

  • So much of online is focussed on doing things right for Google
  • Used to be journalist created news, now user generated journalism
    • Example - the budget lockup had bloggers there for the first time
    • Was then opened up to people who commented on it - involvement
  • Death of the banner advert - the presentation from Mauricio Freitas at the end of the day talked about how they created a sponsored section on their blog talking about a Microsoft product. Guest bloggers each wrote about a part of the software. This generated user comment, and more downloads of the software product than had been budgeted, and continues to get downloads even after the sponsorship agreement had ended. So while banner adverts have their place, consider getting pages on your site ranking on Google in their own right for the client, consider involving your community in talking about the clients offering. Engaging users, who will decide to use the offering of their own volition rather than a direct banner ad call to action.
  • the reader is the editor
  • but importance of trust and respect, people want to read on a source that they trust. For the GeekZone Microsoft section, while there is a forum/blog on the Microsoft website, because there is a dedicated community on GeekZone, there is a separate trust and audience on that site as compared to that same discussion happening on a Microsoft website. Take the thought process a bit wider - don't just blog and have your articles on your site. If you are wanting to spread the word, get your articles syndicated, write separate articles for other sites as they will have their distinct audience. Consider who your customers should be? Where are they. Talk with them at THEIR online haunt.
  • advertising exchanges - advertise each other as an exchange. With Geekzone, they list latest topics on TV3's technology section, and they list latest tech video's from TV3.
  • home wifi broadband gets more people online, many computers per household
  • updateable 'living plastic' newspapers

  • adspend is not proportional to the time spent with each media - 6% of time spent with Newspapers, but 36% spent with them
  • 38.5% of time spent with tv v 28.8% spend
  • 16.4 / 2.9 with the internet
  • Interaction beats consumption
  • Defamation and abuse - becoming a redundant concept apparently - Clint Rickard / previous convictions talked about, that once the information got out there, many people copied it, and it was not something that could be removed from the internet that easily, therefore not possible to remove it.

  • Advertisers have to integrate online advertising into their business
  • AirNZ - 1bil of tickets online per year - Woow
  • Accountability and ROI measured to the last cent

  • Media consumption and advertiser habits are changing
  • Tools to connect with consumers and advertisers are changing
  • Google for Zinedine Zidane's headbutt sniper

Paul Webster, Senior Sales manager Google

  • 97% use a search engine to research online
  • travel, technology products, consumer electronics rated the highest
  • Google zeitgeist - search patterns, and can be for New Zealand. I have known about this, but haven't really used it. A good reminder
  • NZ advertising spend IAN- search % of total ads spend 23%, v over 50% for USA
  • Advertising marketing vehicles providing higest ROI - search.
  • Paid search 52%, email 47%
  • paid search 3.4% conversion rate, 3.13% organic - Paul promoted that Paid was bigger, but the difference is rather small, and Organic is free/certainly cheaper once its setup
  • Search can be used across the sales funnel - research to actual purchase
  • Offline channels drive search - example of Pontiac where they encouraged people to Google for Pontiac
  • Advertising on your brandname - top and side ad - 2.2x, v top ad only of 1.5 7% uplift of ad and organic over organic only
  • You can trademark your brand names, you can get your trademark whitelisted.
  • Online to offline retail case study - drive people to a new store, using adwords localised to that area
  • Get people early in the purchase cycle - suntan in winter
  • page load time is part of quality score, only one advertiser in nz effected by this (according to Paul), and he has only been made aware of that in the last several weeks

Thomas Scovell - Shift - Interactive marketing specialist

  • Getting customers into the heart of your business
  • Conversations with customers - internal and external
  • More people attending farmers markets than church - in the UK
  • the first markets were filled with TALK - strengthening the market experience
  • Moved from interactive marketing to mass production where loss of client contact.

  • Pre-industrial - modern era - markets 2.0
    - markets local, marketing global, marketing 2.0 global niches
    - craft - manufacturing - craft 2.0

  • The today persona - Farmer 2.0 - lets customers taste the fruit, share their recipes, listens, measures, responds

  • how to use facebook - ads alone don't get much response, consider polls as a way to get the message out there - which flavour do you prefer
  • not build it and they will come, but build it where they are
  • digital natives are not just kids
  • Dont change your marketing, change your business - thats the best take home

Simon Young -

  • Tweetscan - checking the conversations going on about your brand. Lots of interesting chat and video clips about twitter - another one that I have not had much to do with. I have enough things to do without twittering, but then again... lets go have a look.
  • responding to criticism rather than trying to delete it...
  • Google for FIR, Google six pixels of separation, Twist image - six pixels of separation
  • Simon gave some great examples of video blogging with video responses posted to his video blog. People found out about him via twitter.
  • listening tools - google alerts,, technorati, at retail (brick and mortar stores), contact centre - how well are you listening.
  • consider online video, podcast, blogs (like me blogging now).
  • permission to care - especially in customer facing roles, customer facing wiki

Online PR management

Jacqui Jones, Netconcepts - if there is any one worth listening to, its Jacqui Jones. A very good basic overview of how organic search works
  • associating your brand with the search phrases relating to your business
  • Be part of the conversation, don't send cease and desist letters (thats an interesting one - people start talking negatively about the cease and desist, can look rather bad)
    online comments stay on line for a long time. Best to have your comments on record as well
  • case study for the Ribena story - not the advertised amount of vit C.
  • Blended search - how there are videos, maps, froggle products for sale, that much harder for a top position to actually be top because of all the other items
  • How to generate incoming links - get your name out on many other websites, get your senior people to blog about your speciality and participate in conversation about the product/service
  • My comments - Find those good pages and link to them to get them higher on Google - yes, it does mean that its no longer a one way link, but it means they are more likely to get top ten along with you.
  • My comments - the more positive websites you have linking to you, the more chance that you can push down the bad publicity pages. Google for Paypal for a good example of this. See how there are many country specific and developer websites that are pushing down the paypalsucks sites.
  • Case study about Epic Beer - many pages in the SERP's when you Google for them, they are using blogging, physically meeting with customers
  • Feedburner delivers by email!!!!! I need to get this happening for SearchMasters.
  • Epic Beer have myspace and facebook listings
  • and have used custom Google maps to show their sales outlet locations
  • and industry directories - ie, and
  • Press release, blog posting, link baiting, social media
  • blogpulse, share of voice your brand v others, brand favourability


Tom Osborne APN Digital Media

  • Why has online fallen into the 'response trap'
  • Reasons people give for not being online - no sites, we don't sell online, customers not online, too expensive, doesn't work...
  • KFC - an advert that does not have a click through - runs at certain times of the day - when people are wanting to eat.
  • 90% user internet to research, but only 60% actually buy.
  • in the USA, only 7% of retail transactions online - ROBO - research online, buy offline