All good except for the insult to our intelligence, A.K.A the Telkom presentation, but that a story for another post…

Summary of the better presentations on the last day:

Vinny Lingham (Incubeta)
Paid Search Engine Marketing

• CPM moving to CPA
• Vinny’s not a fan for optimising for certain keywords; prefers a long tail of keywords
• Traffic is coming through much more refined keywords on Google
• Where the eyeballs going?
• 86% of all travel research coming through search engines
• Over 50% of all online purchases through search engines
• Better to bid on more specific keywords
• Case Study
• Out of 4.5 millions bought keywords
• Only 209 keywords converted more than once in every month!
• 6758 keywords converted no more than once a month (tail)
• 1117 keywords converted twice over the period (tail)
• 4697 keywords converted only once over the period (tail)
• Over 80 000 new keywords became active (got an impression) over the period (tail)
• Marketing process
1. Get your SEO right
2. Start a blog/s
3. Only start spending money on adsense etc. once the business is working for you (webmasterworld.com has some excellent resources for one man shows)
4. Bid for unique and intuitive phrases which are relevant to your business rather than generic ones

Gillian Meier (bidorbuy.co.za)
Tips and Tricks for Selling Online

• Prerequisite is to acknowledge that the market has changed and its essential to have a presence online in order to compete in the global and local economy
• Local online retail growing in SA and expected to grow dramatically by 2008
• Gillian’s tips
1. Get online
2. Make sure that you have data on your audience and that your product pricing is competitive
3. Make the buying process convenient and easy
• Type of person shopping online is in the higher income brackets and most are educated at tertiary level
• Of the 83 million Americans using the Internet, 37% complete online purchases
• Research has shown that some shoppers are prepared to pay more for goods online from the convenience perspective
• Why sell online?
1. Additional distribution channel
2. Enhanced market reach
3. Increased traffic
4. Global marketplace
5. Engage with customers
6. Customer behaviour
7. Relational database
8. Targeted messages
9. Reduced costs
10. Automate process
11. Online payment
12. Dissemination of information
13. Competitive
• NB to remember that people start small and buy bigger once your earn their trust
• What encourages more online shopping
1. Protection against fraud
2. Reasonable shipping handling fees
3. More reasonable online prices
4. Assurance of privacy of personal information
5. Guarantee that product will arrive
6. Ability to see the product
7. Consumer feedback (ratings)
8. Variety
• Examples of successful local shopping sites:
• Arthur Goldstuck (World Wide Worx)
• Outsurance
• Pick ‘n Pay Home Shopping
• eBucks
• Bid or Buy
• Netflorist
• Jump Shopping
• What is selling online in SA?
1. Tech toys eg iPod/MP3s, GPS, PSP & xBox, Cellphones, DVDs, Cameras, computers
2. Watches, jewelry etc
3. Clothing etc
• Things to take into account if you plan on selling online
1. Establish what sells or most wanted
2. Research shipping & delivery costs
3. Payment methods
4. Know your costs
5. Pricing
6. Logistics
7. Fraud
8. Buyer protection and testimonials
9. Customer service
10. Professionalism
11. Do marketing/promotions
12. Engage in other methods of boosting sales eg. SEO
• Studies have shown that online shoppers are search driven
• Update your information frequently if you want buyers to find you
• eCommerce is constantly changing and evolving and so is the Internet itself and the online businesses that are going to succeed are those that change and evolve along with them

Luisa Mazinter (themarketingsite.com)
Web 2.0 – The Balance of Power has Shifted

• So what is Web 2.0?
• Original web = static documents
• Improved communication between
• People = social-networking technologies
• Separate software applications = “Mashups"
• Blogging starts to unlock the ‘wisdom of crowds’
• Consumers in control – Kryptonite, Hummer, Emirates
• RSS is one of the most influential developments yet in information management
• Known as the ‘incremental web’ or the ‘live web’ because its not just a static thing
• Key statement of Web 2.0 = ‘Context is the Content’
• Generation “C” = Massive shift from consumers being passive to becoming active
• Consumer-generated content has created a whole new category of Anthropology
• Niche sites have emerged that attract a valuable audience and companies have also caught on
• Social Software Apps – most of them have existed for ages, but are now being upgraded to work with the Web
• Social networking site exploit the “six degrees of separation” concept
• It’s ultimately all about the critical mass for the success and long-term survival of these sites (most successful ones are about shared interest)
• These sites give people tools to express themselves with eg. MySpace
• What about the ”Fakesters”?
• Companies and brands posing as friends – these brands become part of the members’ identity
• MySpace = one huge platform for “personal product placement” eg. Tila Tequila
• Other opportunities for even more niche social networking sites eg. Social tennis site, travel sites, sneaker culture, car enthusiasts
• In SA the future of the Web is Mobile eg. MXit who’s just sold a stake to Naspers
• The third generation of social-networking technology is about content as much as contacts eg. Linked In, Friendster, iMeem which leapfrog current offerings
• ‘Generation C’ is more about engagement and exploring your creative and engaging with your community
• Audience is no longer just the audience; they are also producers eg. Gidol
• Consumer-generated magazines such as JPG which uses the Web as it’s primary platform but publishes in hardcopy
• Companies such as Fiat and Doritos are engaging their users online for R&D and branding purposes
• The next big thing? MMORPGS
• Second Life has over one million residents and big business has taken note with product launches and innovative marketing practices eg. Adidas, Reebok, Toyota, Vodafone
• Data is the next ‘Intel Inside’
• Database management is a core competency of Web 2.0 companies
• Applications are often referred to as “infoware” rather than software eg. Google’s web crawl, Yahoo’s directory etc.
• But who owns the data?
• Whoever embraces it and extends it to other applications such as Amazon and Google
• For years software makers have struggled with the whole concept of ‘Bloatware’
• Hence, Web 2.0 software is delivered as a service, not as a productUsers’ are treated as co-developers
• True Convergence eg. iTunes/iPod/Nike
• The future of marketing is about having conversations with your customers – The Cluetrain Manifesto
• Brands are dying because consumers are tired of being lied to and manipulated – Anita Roddick, The Body Shop

Rikus Matthyser (Telkom)
Bridging the Digital Divide

• SA is not a developing country according to the Human Development Index
• Various constraints & challenges exist
• Currently 2.5% PC penetration in SA; set to grow to only 2.8% in 2008
• What is it that will enhance the SA Information Society
• No. of radio and fax owners
• More newspaper readers
• Improved literacy rate
• If cost is the only driver in decision making, then mobility can surely not be 5x more expensive than a fixed line [sic]
• Speaks some crap about innovative new Telkom pricing packages eg. Telkom Internet/Bundle
• Beyond the Internet – The next wave of New Media mobile TV etc.
• “Bridging the gap is not just about making it cheaper for the rich, it’s also about making it widely accessible to the poor” [sic]
• DSL costs 32% down (but he doesn’t mention that still 1000x higher than in some countries)

Tebogo Khaas (SMME Forum)
Skills Development in the Electronic Communications Sector

• SA has become a stable state from which business can be conducted
• Transformation and BEE is the greatest challenge affecting SA at the moment
• Other issues include high unemployment, crime, corruption, regulatory compliance burden, low levels of entrepreneurship, global competitiveness etc.
• The ‘Second Economy’ remains out of government’s reach according to Finance Minister Trevor Manuel
• With correct deployment of ICTs will make it easier for smaller businesses to develop and compete in the economy
• ICTs & Connectivity – A Key Enabler
• Businesses that achieve higher gains and stability, were those with better access to information