Panel

1
Panel

• Lee Stephens, CEO, Aegis Media Pacific
• Dicken Doe, Managing Director, Beyond Analysis
  Australia
• Peter Hunter, Managing Director, iProspect

2

• Mark Hadley asks
• We are the web presence of a very established,
  traditional brand, trying to market ourselves to
  a younger clientele. Part of our problem,
  however, is the perception of conservatism
  associated with our brand. What are the key
  elements to focus on in addressing such a
  situation?

3
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4
We can see who you are but we dont get an
immediate idea of what you are a key
requirement for establishing repore with new
visitors. Ie The meeting place for Anglicans
Clarify your purpose upfront.
Provides a personalised experience and reason to
return great recruitmernt technique
Great sense of headline and personality in the
syndicated content however If your site had a job
description what would it say? Get this right
and every other decision becomes easy!
The news format works in providing a sense of
authority and tone however are we promising too
much? What do your young readers want and where
is this reflected?
5
Recommendations

• Ask your audience. What do they really want from
  you?
• Write a job description for the site. Clarify
  what the site needs to do for you and prioritise
  those needs. You need it as a framework for
  deciding what stays or goes. Are you the meeting
  place or the destination? Are you an aggregator
  or a source of information. Does your opinion
  count to young people? If so how should you
  present yourself?
• Ensure you have the right tone and signposting to
  reflect your objectives. Audience testing your
  site will help clarify this and identify which
  aspects of your member relationship suit digital
  and which do not
• Avoid the distraction of technology - youre
  unlikely to win over your audience with the
  latest gizmo.

6

• Rob Antulov asks
• Brands want to be a part of the (social media)
  conversation, but theres a beautiful irony - the
  harder they try, the more they are likely to
  fail, particularly if their attempts to be a part
  of the conversation are seen to be fake. So, how
  do brands best demonstrate relevance and be
  genuine in their engagement, and how do marketers
  then use these social communities to benefit
  their brand?

7

• Peter asks
• We currently use email to reach many of our
  customers - reseller partners - with promotions
  and news. We have started talking about RSS. What
  do you believe is the most appropriate use of RSS
  and when should we stick with email?

8

• Your Questions

9

• Aaron Fuller asks
• What is the best applications and/or processess
  to shift the current business model of selling
  personal insurance (car home for eg) via
  telephone and branches to on-line. currently in
  Oz, less then 10 of insurance is purchased
  on-line, despite the web being the first point of
  research for potential customers?
• In the UK and US, the people buying insurance
  online is closer to 50. How then, would you
  advise on increasing this number in Oz, and in
  doing so, does the business lose any benefits
  from personal selling, such as cross sell
  service?

10

• Doug Garske asksMyspace usurped by Facebook,
  Friendster is huge in Asia twitter growing out
  of control Do we need to be at the cutting edge
  of Social Media throw budgets at all new
  concepts where people gather? Or do we stand back
  and let the dust settle and then get involved?
  Im an advocate for the new way for B2C
  communication - the conversation from Push
  marketing to Pull marketing is exciting but if
  Im controlling a budget should I be controlled
  in by dive into the social media world?

11
What do you think?a) likely to succeedb)
not likely to succeed c) not sure