Slides from my talk at Asia International College in September 2011 to MBA students on how the digital web has revolutionized the way businesses connect with their customers

1. - By Marcus Ho / @homarcus *You’re in for a finger lickin’ good time ;-)

5. 1921

6. 1955

7. 1970

8. Unfortunately though, many marketers still do it this way…

9. Do they still work ?

15. Only 18% of Television Advertisements Generate A Positive ROI

16. 18.7% 10.1% 11.7% 14.8% 18.1% 68.7%

17. How Do People Buy Today ?

18. Investigate Options

19. Ask Our Friends

20. Seeking Advice from Influencers/Experts

21. Forums and Q&As

22. Search Currently, there are more than 3 billion searches/day on Google

23. 120mm Social Networks Users: 10mm 750mm 200mm 10mm Users: 14mm Millions 14mm 6.5mm

24. Forums and Niche Communities

25. Video and Multimedia Portals

26. Blogs

27. Inbound Marketing is Under-Invested Percent of Web Traffic from Various Sources to the Average Website Paid drives <15% of web traffic (but wins a whopping $31+ Billion of investment in 2011) Unpaid drives 85%+ of traffic (but garners only ~$5 billion of investment in 2011)

28. Every Marketer Sees This: But That’s Not Reality

29. Referring + Other = 50% of our traffic? But this chart is basically saying Twitter, Facebook, blogs, feed readers and every non-search site that sends traffic is exactly the same.

30. All the traffic we receive that isn’t the result of paid acquisition or advertising (in ISH’s case – 95%+) comes from Inbound Marketing!

32. Twin Engines for Inbound Marketing

33. Search Engine Optimization (SEO)

34. Social Media

35. Social Media HISTORY

36. Early internet included… Message Boards Web Forums Chat rooms

37. Now Social Media Is ….

40. Successful stories…

41. Qatar Airways Gave away 100 free air-tickets Generated $400,000 in revenue in 3 months Built an 86,000 e-mail database through Sweepstakes in less than a month

42. Hilltop “THE GYM” Offered a Free Muay Thai trial class Eliminated all forms of paid offline/traditional marketing Generates on average 60 leads for their gym outlet every month

52. How to Implement a Social Media Strategy?

59. Listening First

65. Brand Core Values Pillars Mission Writing Style Characteristics Culture Tone Viewpoint

67. What Is Your Brand’s ?

71. Increase website traffic - % increase in unique visitors Improve search engine rankings – SERP Increase sales conversions - # conversions Increase brand/product awareness – Reach (# of followers, fans on Facebook, etc.) Improve brand reputation – Sentiment and Passion

82. Questions & Comments? THANK YOU VERY MUCH Internet Success Hub: www.internet-success-hub.com @homarcus fb.com/marcuskaho http://linkd.in/homarcus marcus@internet-success-hub.com