Presentation, given at the 2010 'Marketing to the Rural Sector Conf.' in Auckland, NZ. Covers using inbound marketing, to develop online strategy for engagement of Farmers.

1. Making an Impact with your Online Marketing Strategy

2. Agenda
• Trends
• Consumer insight
• Attitude: what this means to business
• A (new) marketing model
• Case Study

3. trend :: internet
3.3m
kiwis online
Avg hours online a month
23h
Source: Nielsen Media Panorama Survey Q1-Q4 2010
Base for Access to Internet: All people 10+ (3,721,000)
Source: Roy Morgan Single Source: all people
Base for Access to Broadband: People with Internet access from home (2,910,000)

4. trend :: internet
% of all kiwi homes " % of rural homes " % of kiwi’s who have "
with broadband ! with broadband ! ever subscribed to Sky!
69
55
37
Source: Statistics NZ: Household Use of
Roy Morgan Media Trend report, August 2010c
Information and Communication Technology: 2009

5. trend :: internet
Age Composition
61%
35+
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011

6. Change in media consumption habits: "
hours spent per months, 2004 vs 2010
40
% Change
30 2010
Average hours
2004
20
10
0
TV
o
rs
es
t
ne
di
pe
in
Ra
er
-10
az
a
t
sp
In
ag
w
M
Ne
*Source: Roy Morgan Single Source: all people 14+, Jan 04 -Dec 04 vsJan 10 -Dec 10

7. -20
-10
0
10
20
30
40
50
60
70
80
Farming publications
Farming Newspapers
Farming Magazines
Other people (WOM)
Other
Online
Consultants
Farm Discussion Groups
Field Days
TV
Company Field Reps
Rural Supply Store staff
Radio
Books/Library
Uni/Research orginisation
Media were farmers get their information
Federated Farners
!""$
!"#"
Don’t Know
%
change

8. trend :: internet
…online Kiwis who
98%
visited a news or
information website
in May 2011
Spending 87mins per user "
Global average = 63min
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011

9. trend :: print media
NZ Herald: Online vs Print
Late 2009
Aucklander’s
14+ with
home
internet
connection
Source: Roy Morgan Research’s annual NZ Media Trends

10. trend :: print media
NZ Herald: Online vs Print
Late 2008
Aucklander’s
25-54 with
home internet
connection
Source: Roy Morgan Research’s annual NZ Media Trends

11. trend :: mobile media

12. Mobile Technology!
¨ is it a phone
¨ is it a productivity tool
¨ is it a form of new-media
¨ is it a marketing platform
þ all of the above

13. trend :: mobile media
# smart phones in NZ
200,000
Have you accessed the internet from a"
mobile phone in the last 4 weeks
450,000
Around 11% of the NZ 360,000
Population access the
270,000
Web via their Mobile
(12% of Mobile users)
180,000
90,000
0
2003 2004 2005 2006 2007 2008 2009 2010
Source: Nielsen Media Panorama Q4 2010 AP10+ (N=3,721,000)

15. trend :: mobile media

16. Control Screen
Vision Zone
Water Use
Large, easy-to-use buttons provide Provides a quick view of each View daily water usage and measure
simple control of irrigation rates, or pivot’s position and detailed irrigation by depth, volume or
get full control with a Premier status information
coverage
subscription

18. Key :: takeaway
Opportunities for !
#1 in app advertising "
(iad or “freemium” model)
#2 build brand facing apps
#3 More accessible product info
#4 create better access to
customer service/sales
…any new website should be mobile ready

19. 3 out of 4 online kiwis watch video online

20. trend :: internet
NZ vs. Regional & Global: Reach of Entertainment by subcategory
Multimedia
news
NZ
iTV AsPac
World
iMovies
iRadio
0 10 20 30 40 50 60 70 80
20
17.3
% of people watching internet video
13.5
9.4 10.2
0
NZ Australia Singapore United States
Online Video Viewing "
Average monthly hours per
Viewer
Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, May 2011

21. trend :: TV media
Avg hours spent (per week): TV vs Internet
Australian population 14+
30
Internet
24 TV
18
Average hours
12
6
0
n
s
s
X
Y
Z
er
er
io
en
en
en
at
m
om
G
G
G
ul
o
Bo
Bo
op
e-
tP
yb
Pr
s
Ba
Au
al
t
To
Source: Roy Morgan: Time spent with media trends. April 2009-March 2010 n=18,892

22. Who’s losing points?

23. trend :: media spend
Percentage spend (NZ) across all media channels
50 50
40 40
percent
30 30 Newspaper
Television
20 20
Interactive
Radio
10 10 Magazines
Outdoor
unaddressed mail
0 0 addressed mail
Cinema
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
NZ Advertising Standards Authority: Media release 2 June 2011

24. key :: takeaway
#1 Traditional media, particularly newspapers
declining in value & rapidly effected
#2 Mobile presents many new opportunities
through innovative marketing techniques
#3 Wasted $, with marketing budgets slow
to respond in following audience online

25. Consumer insight

26. consumer :: insight
In May (2011) …online kiwi’s who visited an online retail site"
(global avg = 69%)
82%
Internet Audience 15+ accessing Internet from Home or Work. Source: comScore Media Metrix, May 2011

27. consumer :: insight
rural people are buying goods and services online
50%
compared to 38% of city/metro
Source: MYOB Business Monitor - NZ - March 2011

28. consumer :: insight
rural people using the Internet to pay their bills
38%
32%, city/metro
Source: MYOB Business Monitor - NZ - March 2011

29. 82% of online NZers have visited Facebook
#3rd most visited website
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

30. consumer :: insight
70% have a Facebook profile
Next largest social-network is linked-in at 16% (4the largest penetration in the world) followed by Twitter at 8.5% - source ComScore
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

31. 36% are over 35+"
the fastest-growing age group"
on facebook
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

32. consumer :: insight
visit facebook
…and spend at least
at least daily
4 hours+ per week
54%
39%
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

33. key :: takeaway
#1 Like it or not Facebook is where people
are spending an increasing amount of time
#2 It’s not just for the young with +35
demographic the fastest growing
#3 The challenge for marketers is to develop
campaigns to reach and engage.

34. (re)search

35. … the #1 website visited by kiwi’s

36. 90%
of Kiwis use Google
others
2%

37. Search facts
75% .............. never scroll past the first page of results
70% ………....of the links (results) clicked are organic—not paid
60% ….....…..of clicks go to the top three organic search results
SOURCE: MARKETINGSHERPA, FEBRUARY 2007

38. The next most popular search engine is YouTube
(the #5th most visited website by kiwi’s)

39. key :: takeaway
#1 After social media, search is the next
major activity for Kiwi’s
#2 Google has become the new Yello pages.
If they can’t find you, neither will anybody else
#3 SEO/SEM is an ongoing process

40. How is this translating to business?

41. number of adult Kiwi’s
who watched an online video
about a product or service
they were thinking of buying, in 2010
1.6 million
Numbers projected based on Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

42. More than 1.4 million
adult kiwi’s (53%)
read blogs
Numbers projected based on Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

43. 42%"
online (adult) kiwis
interact with
companies "
via social -"
networking "
sites
Nielsen Media Research Panorama Q1 2010 statistics: online universe population aged 18+ of 2,628,000

44. Number of adult kiwis who source information
about, products, services or brands
from fellow internet users
1,920,000
Preference is to seek information from peers not brands
Source: Nielsen social media report July 2010

45. 73%
have read other
consumers’
product opinions
Almost 2/3 who haven’t read consumer reviews &
discussions intend to do so in the future.
Source: Nielsen

46. have published online
44%
opinions about
products, services and
brands
Source: Nielsen social media report July 2010

47. 44%
NZ Twitter users
who say they
have follow
companies or
brands!
Source: Nielsen

48. 1 in 3
online kiwis
want companies to interact with them on Social-media
Source: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010

49. Half want companies to respond to requests "
on social media
41% want companies to solicit feedback
Source: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010

50. 56%
and feel better served by companies on social media
find companies on social media more engaging
57%
Source: Saatchi & Saatchi and Colmar Brunton Social Networking Survey 2010

51. 51%
of Facebook fans
are more likely to buy!
the brands they fan.
SOURCE: CHADWICK MARTIN BAILEY & IMODERATE RESEARCH TECHNOLOGIES, FEBRUARY

52. key :: takeaway
#1 (Re)search of purchase decisions rates as
one of the largest online activities for Kiwis
#2 Information of another consumer’s
experiences, rates as information of most
value.
#3 Kiwi’s are okay with companies/brands
using social-media to reach (engage) them

53. How can I integrate this into my marketing plan?

54. #1 don’t get caught-up in the technology / tactics

55. a new marketing model
OUTBOUND INBOUND
PAID FOR Vs. EARNED
MARKETING MARKETING

56. TV
Radio
ATL News
Magazines
OUTBOUND Direct Mail
Telemarketing
PAID FOR BTL Trade Shows
MARKETING Catalouge
Display/PPC
Digital eMail
adwords

57. • Goal: gain customers through "
brand positioning
• It's about: Interruption / distraction
OUTBOUND
• Declining effectiveness:
PAID FOR
MARKETING - techniques to block out, Spam
blockers, caller id, fast forward
- decrease in the media consumed
• Based on: more money = more
success

58. Blogs
videos
CONTENT
white papers
Case Studies
Key Word Analysis INBOUND
Meta Data
Linking Strategy Search EARNED
PPC MARKETING
Twitter
Linked In Social
Facebook media
etc

59. • Goal: get 'found' by customers,
• It’s about: attraction; Permission
Based or Relationship Marketing /
INBOUND Earned Media
EARNED
MARKETING • Builds upon itself: Content ->
Search -> social-media
• It’s low cost (in terms of media)
• Based on: being smart/creative,
not about budget
http://sethgodin.typepad.com/seths_blog/2008/01/permission-mark.html

60. Inbound marketing costs 62% less “per lead” than
traditional, outbound marketing
OUTBOUND: AVG COST/LEAD: $373!
INBOUND: AVG COST/LEAD: $143!
SOURCE: HUBSPOT - STATE OF INBOUND MARKETING REPORT, 2011

61. 3 out of 4 inbound channels cost less than
outbound
SOURCE: HUBSPOT STATE OF INBOUND MARKETING REPORT, 2011

62. key :: takeaway
#1 Inbound marketing dramatically lowers
cost-per-sales lead than outbound channels
#2 Blogs lead other social media categories
in terms of importance to business
#3 Businesses are increasing lead
generation budgets to blogging, social
media and search engine optimization.
Google: Seth Godin permission marketing

63. Case Study :: AGCO

64. Website
STRUCTURE:
Simple and
clean.
Everything
CONTENT:
Above the fold
In the context
of audience.
CLEAN:
Why use word
when video
can tell the
story
ABOUT:
Minimal
corporate spiel

65. Blog site
INTEGRATION
Easy access to
social-media
platforms
CAMPAIGN
developed to
inspire
engagement
INTEGRATION
Images pulled
across from
youtube
CONTENT
Customer INTEGRATION
facing. Case Live Twitter
study driven
stream

66. facebook
CAMPAIGN
Very much
driven on
facebook
CAMPAIGN
Inspired to
produce
measurable
results

67. facebook
CAMPAIGN
inspire user
engagement. To
tell THEIR stories
CAMPAIGN
Inspired to
produce
measurable
results

68. facebook
ENGAGEMENT
Allow users to
engage on
platform of
THEIR choice

69. YouTube
BRAND
Consistency
across all
platforms
INTEGRATION
All video is loaded
onto youtube,
then shared
MEASUREMENT
556K Views
686 subs

70. Scribd
Social network
for documents
INTEGRATION
• Technical papers
• Manuals/Guides
• Press Releases
• Annual reports

71. Linked-In
ORGANISATIONAL
ALIGNMENT
HR and other parts
of the organisation
contribute to
strategy

72. twitter
WHO: "
Journalists, Industry
Early adopters
INTEGRATION:
Use of hash tag
INTEGRATION: #ag to share
content loaded
from Scribd, "
FB, Blog etc

73. twitter
The # tag
People
interested in
ag follow this
#tag.

74. key :: takeaway
#1 Online marketing is not about technology
or building systems
#2 It’s about people. Their behavior and
understanding the motivation driving them
#3 Then it’s about building platforms for
communication and engagement

75. “ Audiences everywhere are tough. They
don’t have time to be bored! or brow
beaten by orthodox, old-fashioned
advertising.
We need to stop interrupting what
people are interested in &
be what people are interested in.
CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER
THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)

76. About Brent!
Brent has been a been a previous
speaker at this confrence covering
topics focused on digital marketing to
the Agri sector. "
"
He has had a long career in the media
industry, spanning over 20 years,
working in places like London, Boston,
NY & Sydney. He returned to NZ three
years ago, working for AdPlus/Tracta
and early last year formed his own
agency NURVE based in Napier. "
"
Brent has an MBA and post grad
degree in Marketing from MGSM in
Sydney"
"
For more info see:"
www.nurveco.nz"
www.linkedin.com/in/br3n7 "

77. nurve.co.nz