Aileen O'Toole AMAS
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Transcript of Aileen O'Toole AMAS
www.amas.ie
Audiences: online and engaged
Aileen O’Toole, Managing Director, AMAS
New media, new audiences
25 November 2008
www.amas.ie
www.amas.ie
A quick introduction….Former media executive
• 20 years in business journalism• Co-founder, The Sunday Business Post
Current roles• Founder and Managing Director, online
consultancy AMASo Publisher, State of the Net
• Non-executive directoro Chambers Irelando Business in the Communityo Interactive Advertising Bureau (IAB) Irelando ASH Ireland
www.amas.ie
Company profile
• AMAS: online consultancy founded
2001, vendor-independent
• Goal – enable clients to make
strategic gain from the Web
• Services
Strategy Content
Research Marketing
Audits Outsourcing
Channel management Project management
• Retained by leading names in public and private sectors
www.amas.ie
Broadband
Source: 2006 Census
www.amas.ie
Internet use: growth rates
Source: CSO Information and Society Telecommunications 2007
www.amas.ie
Marketing budgets follow the audiences
www.amas.ie
The Internet
• Your most important calling card
• The quickest way to establish or lose credibility
• Used well, it can be a flexible, cost effective way to engage with your audiences
But it’s not just about your website…..
www.amas.ie
1. User sophistication
Know your audiences. They’re
• Spending more time online
• Using richer applications
www.amas.ie
2. Search
Help your audiences to find you:
• 80% of content is found through search engines
www.amas.ie
3. The network effect
Tap into new ways to communicate and interact
www.amas.ie
4. DIY advertising and PR
Create campaigns on a shoestring
www.amas.ie
5. Social networks
Not just for the Bebo generation
www.amas.ie
6. Content sharingSocial bookmarking: powerful engines for viral and word-of-mouth referrals
Video sharing sites help raise profile
www.amas.ie
7. Internet on the move
iPhone is to mobile Internet what iPod was to the MP3 player
Users accessing content, services on mobile devices
www.amas.ie
8. Free stuff
Use open source software or free tools
www.amas.ie
9. Distribution channel
Upside
• Lower costs
• Worldwide marketplace
Downside
• Copyright,
• Low cost competition
www.amas.ie
10. Build reputation
Use multiple ways to reach existing and new audiences