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