The online and media landscape in New Zealand and how for the tourism market online advertising is creating change, opportunity and threat. Key focus on the new drivers of the change video, social media and the rise of performance marketing (pred Google) http://www.bossanova.co.nz

1. The Next Wave of Online AdvertisingVideo and Social Media trends and practical global / local examples of how to drive revenue and advantageLee WilliamsBossanova.co.nzSilverlinemedia.tv

2. Internet Access over Time More time, more spending Approximately 45% of the population shop online NZ$738 million online Christmas 2008 Q4, a massive increase from $438m the previous Christmas. Source: Nielsen Online Retail Monitor Avg. weekly usage is over 13 hours 87% have access to the Internet 61% of people home broadband Source: Nielsen Panorama Survey (January - December 2008) Base for Access to Internet: All people 10+ (3,645,000) Base for Access to Broadband: People with Internet access from home (2,711,000)

3. Media Consumption / Spending Change 1 in 2 US Newspapers closed Advertising is following the consumption change Online 8.3% of all adspend in 2008* Online to exceed 10%, $200m for 2009 ** Online exceeds billboard, cinema, likely to overtake magazines 2010 Big mediums are down TV reported down 13% 1H*** 40% of kiwis view offshore websites Source *ASA Annual Advertising Report 2008 ** IAB PWC Quarterly Report Q2 2009 ***NZTBC http://nztbc.co.nz/news/story.html?story_100809.inc

4. Driving the Change Analytics Targeting Immediacy Measurability Engagement /Creativity Direct / Brand Video Social Media You can now track ‘the famous 50% of the advertising that works but you never new which 50%;

5. Online Video

7. August 09, Americans watched 21 bnvideos online.

8. In Europe / USA c70% of online users view over 80 video clips per month.

9. NZ Nielsen research reports 68% of kiwis watch online video

10. Video production prices have dropped through the floor*Interactive Advertising Bureau (IAB), Forrester, and Emarketer

11. Video Accommodation – US Video can improve booking by 40% Yahoo Pew Study – Retailers seeing 20% lift in online sales through video Increases time spend and engagement on your website Attracts customers through video distribution and marketing

12. Video Virtual View can tell a terrific story about your brand, business and you. You can create a story about your Business and products. Why are you different – develop trust.

13. Critically, get your video seen on your own website on local sites YOUR VIDEO *assuming your are listed on them (site conditions may apply) on international sites on major video websites Video Advertising buzzed on social media email the video to prospects Plus DVDs

14. Mobile & Plasma / Kiosk You also get a mobile video version. Show a customer one on one, have great content on you when you are out and about, for that opportunistic moment, at the coffee shop or a dinner party. Screen versions are now delivered (all formats) For your window display, kiosk, your PC, can even be used as a TV commercial. US out of home Digital Advertising is exploding 67% pen

15. Social Media Social Mediahttp://www.youtube.com/user/Socialnomics09

16. Social Media Social media is everywhere in every market with every demographic Review sites Social media sites Video sites Chatter Editorial commenting Sharing ‘People have a voice’ – open or anomonyous – their opinion counts

17. Social Media Reality This is the modern form of Word of Mouth marketing Fanclubs The ‘Customer Database’ Your audience is simply less likely to be viewing your traditional media marketing. reading your email or newsletters. Increasingly likely to be following you on Twitter, Facebook, Blog feed, Larry King has more Twitter followers than US CNN viewers of his show.

18. Social Media Tracking Tools to make it easier because you are time poor RSS development company Choose key sites to concentrate on Ping.fm Internet / external Track what is said about you : Google News Alert (Google) Hootsuite (Twitter) TrackUR (Blogosphere and Forums) Bit.ly

19. Social Media Reality Join the conversation : Your loyal customers are your brand’s ambassadors to the world. This is your brand we are conversing about – rules for how / when you respond and post Use Video to raise profile

20. Social MediaWine WineLibrary.tv, Corkd, Vincellar, Cellar Tracker Argument that bloggers more powerful than magazine and newspaper journos Influence the discussion Asking your fans to promote your wine.. Taking part openly Post Video / Take the Lead promote your own surveys and customer testimonials Wine Business Network (4,315 Members) bit.ly/tyDNP Direct to Consumer Symposium Group (119 Members) bit.ly/8kdJF WITS Wine Industry Technology Symposium (579 Members) bit.ly/tqqHP

21. Social MediaWine EXAMPLES #2 In the number two slot is Teusner Wine (Barossa, Australia) with 4828 followers, a ratio of .91, and 1536 tweets Locally Bird Wines 1000+followers www.twitter.com/birdwines What to Tweet ? Winery News = Top choice at 97.1% New Product releases = 67.6% Harvest news = 61.8% Wine Industry News = 58.8% Awards = 50% Tasting Notes = 47.1% Blog = 47.1% Questions of the Day = 11.8% New varietals = 26.5% Other = 44.1% Source : Viralvines.com 34 of the top 50 Vineyard Twitters – Aug 09 WHY It has driven more business to our website = 64.3% It has helped to drive incremental sales of our products in our tasting room = 35.7% It has helped to drive incremental sales of our products in retail outlets and/or restaurants = 46.4%

22. Social MediaWine 37,524 are fans of the first 50 wineries. 52,135 fans of the first 100. 72,742 following the first 250 wineries. What ? 86% shared photos, 70% shared events, 38% shared links, 22% shared videos. 20% shared notes, 16% shared favourites, Source : Viralvines.com - June 09, review of top 50 fan volume vineyards

23. Social MediaTravel Social Media / Reviews Trip Advisor Home Page proudly boasts, “more than 15,000,000 travellers from 190 countries planned trips here this week.” Lonely Planet TNT TV Trip Local traditional publishers ‘turning on’ ratings and reviews

24. Social MediaTravel Promotions / Specials Events Staying in touch - concierge HyattConcierge, responds to guests’ questions, needs and concerns, any time, any place, and by any digital means on Twitter - before, during and after their hotel stays.

25. Social MediaRestaurants Locally powerful aggregator review sites exist -10,000s of reviews / ratings Menumania (80,000 diners per month) Dineout / Dinesmart View Auckland (going national) Time2dine Menus.co.nz (Yellow) PUSH BACK Present your brand positively with photos, video and active comment.

26. Social MediaRestaurants Starbucks Corp has more than 140,000 followers on Twitter. Michelin Reviewers now ‘tweet’ live during tastings Good Examples Running specials Recipe of day Vouchers Q&A ‘Managing the conversation’

27. Next Steps Ruthlessly review the effectiveness of your marketing activity, your audience media consumption is changing Video and Social Media is Easier with Experts VIDEO Get a video online and market your business Work with your website development team to get your content social Talk to a web development company that gets the strategy and delivery

28. Please Connect Network linkedin.com/mrleewilliams Online Video and Marketing Insight twitter.com/BossanovaNZView our latest videos youtube.com/user/SilverlineProperty Learn / Order Online Video www.silverlinemedia.tv Email lee@Bossanova.co.nz

29. Great Value VideoProduction, Hosting & Distribution * All prices + GST we produce your video, we host your video, we distribute your video – we get your video seen