What’s Bigger than

Google in 2009?[and how to spot the next big thing]

Mike Groves

Client Services Director

• CheezeDMG is an award winning full service

digital direct marketing agency

• Delivering successful digital direct marketing

campaigns since 1999

• Part of DMG the UK’s leading digital

marketing agency group

• We focus on driving sales, revenue, ROI and

profit for our clients

Last year:

• £320 million of client revenue generated.

• 50 million clicks.

• Over one million keywords.

• Over one billion display impressions

We achieved an average ROI of £20 for every £1

spent across our client base

CheezeDMG | Who are we?

• Google Adwords Qualified Company

• Yahoo Ambassadors

• Microsoft adExcellence Qualified

• Members of the IPA

• Members of the DMA

• Members of SEMPO

CheezeDMG | What do we do?

We’re a full service digital direct marketing agency

We specialise in delivering response driven, targeted and measured digital marketing campaigns

We focus on driving sales, revenue, ROI and profit for our clients

CheezeDMG | Who do we work with?

What’s going to be bigger than Google in 2009?

What’s going to be bigger than Google?

• Facebook?

• You Tube?

• Twitter?

• Cuil?

• Wolfram Alpha?

• Or something we’ve not heard of yet?

• Who knows?

What defines ‘big’? - When do we pay attention?

Is it audience

size?

What defines big?

Is it market

share?

What defines big?

What defines big?

Is it usage?

What defines big?

Is it column

inches?

What defines big?

Is it monetisation and

revenue?

What is currently ‘big’?

BrandRank

Feb09

Unique

Audience

(000)

Rank

Jan09

Google 1 31,028 1

MSN/Windows Live 2 23,911 2

BBC 3 19,898 5

Microsoft 4 19,385 3

Yahoo! 5 18,723 4

Top Sites by Brand

Rank: Unique Audience

UK Active Online Universe 35,289,501;

Source: NetView UK, Feb09 (Internet

Applications Included, Home & Work)

What is currently ‘big’?

SubCategoryRank

Jan

Unique

Audience

(000)

Rank

Dec

Search 1 32,123 1

General Interest Portals

& Communities2 30,193 2

Software Manufacturers 3 25,315 4

Member Communities 4 25,006 3

E-mail 5 23,355 5UK Active Online Universe

35,289,501; Source: NetView

UK, Feb09 (Internet Applications

Included, Home & Work)

What is currently ‘big’?

Top Categories

Rank: Unique Audience

Time Spent Online

Search doesn’t make the top 10!

Note: Previous month ranking in between brackets

UK Active Online Universe 35,289,501; Source: NetView UK, Feb09 (Internet Applications Included, Home & Work)

What is currently ‘big’?

Who decides what is ‘big’?

Who decides what is big?

YOU!THE CONSUMER

Who decides what is big?

• Google - initial market share grown by usage

and recommendation - not advertising

• MySpace - users

• Facebook - users

• Stumble Upon - users

• Twitter – users

• The next big thing?

How can we ensure we spot the next big thing?

We can’t be on every new site

Ten Tips for Spotting & Harnessing the next ‘big thing’

1. Be in it to win it

1. Be in it to win it

• Pick your channels & join in

• Your business can take a ‘passive’ role in these communities

• Team members can be active without flying the brand flag

• Understanding from within is 10 x more valuable than reading about it from outside

2. Group channels into formats

2. Group channels into formats for better understanding

• Video: 12 Seconds, Phreadz, Seesmic etc…

• Microblogging: Twitter, Jaiku, Plurk, Identi.ca etc…

• ‘Social Networks’: Facebook, Myspace, Bebo,

Twine etc…

• Content: Alltop, digg etc…

3. Listen

3. Listen

• There are some very big hints out there!

• The consumer is already telling us what they

want and what they like

• We need to understand this before we jump in

• Tools like Blogpulse and Radian6 can help gain

an understanding of what people are talking

about

• But you also need to look at the current

‘trending’ topics

4. Move Quickly!

4. Move Quickly

• If something starts trending, get someone to jump on it.

• Being in, will give you greater understanding than watching from the

sidelines

• Remember: you can have a passive presence

5. Interact with your audience

5. Interact with your audience

• If you are on Twitter, plan what you are going to use it for

• Follow others, listen to what they have to say.

• Comment on and engage with others in your stream

• Ask them what they would like to hear

• If you are open, you will learn more and gain more from the channel

than simple broadcasting

• Develop a communications strategy

• Enrich it with your consumers’ opinions

• Ask them what other networks they are on – find out where else they

would like you to be

6. Play to the channel’s strengths

6. Play to the channels strengths

• Facebook users are looking for multimedia content, interaction & dialogue

• YouTube users are looking for engaging content

• Twitter users are looking for the personal angle, the ‘behind the scenes’

• Ensure you take each aspect of your content and maximise to the right channel

• Ultimately not every channel will be right for your brand

• Some channels may surprise you

• Let the actions & results define the strategy, not your personal opinion

6. Play to the channels strengths

7. Offer users a reason to connect

7. Offer users a reason to connect

• Reward your fans or followers….

8. Do your groundwork

8. Do your groundwork

• Think about why you want to be involved

• Listen to / understand consumer opinion?

• Communication / dialogue with key influencers?

• Brand / PR value?

• Sales?

• TEST, TEST, TEST

• Investment should be tempered for each channel

• Establish measurement and evaluation criteria

• Work out how you are going to track your chosen criteria

• Think about what success looks like and agree the criteria for roll out

• Be ready to move quickly

9. Keep an open mind

9. Keep an open mind

• Don’t be afraid to take part

• Don’t be afraid if sometimes you don’t ‘get it’

• Not every channel will be a success

• Some channels may surprise you

• Consumers don’t always do what we expect them to

• The ‘best’ technology doesn’t always win

• Watch, listen and engage and be prepared to go with the flow

10. Pay Attention!

10. Pay Attention!

• It will be the consumer that decides what the

next big thing will be

• They will be so excited they will talk about it

and actively consume it

• If you are connected, engaging and paying

attention you might be able to spot and

harness the next big thing

Ten Tips for Spotting & Harnessing the next ‘big thing’

1. Be in it to win it!

2. Group channels into formats

3. Listen

4. Move quickly

5. Interact with your audience

6. Play to the channel’s strengths

7. Offer users a reason to connect

8. Do your groundwork

9. Keep an open mind

10.Pay attention

Conclusion

• What’s going to be bigger than Google in 2009?

• The consumer

• What is the next big thing?

• We have some ideas, but we don’t decide

• We have a ‘bundle’ of sites we watch

• But ultimately the consumer decides

Connect with us

Mike.groves@cheezedmg.com

@cheezedmg

@mikegroves

www.cheezedmg.com

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