Online and new media marketing: social media, mobile and blogging

Friday 27th February 2009 02:49pm
By Networx Brisbane

Networx Brisbane held their sold out Online & New Media panel discussion at Eagle Street Conference Centre in February 2009 and Dale Rankine (Moket), Darren Sutton (XCCOM Media) and Yaro Starak ( share their tips on social media , mobile and blogging...

Dale Rankine, CEO & Founder, Moket (Flash Lite mobile content):

  • Make sure you check that your web site is mobile device friendly. Web sites using Flash can't be seen on many mobile devices (e.g. there is no Flash software on iPhones). For example, see how we created a site for and then also to target that particular device.
  • Consider branded mobile applications as a way to extend your brand onto a user’s device (e.g. event guides).
  • Extend the reach of campaigns onto mobile by leveraging digital content that is already being created for the web.
  • User-generated content is what is driving Web 2.0 and social networks. Consider using products like Pikkoo ( or Moket’s Mobi Screen Maker ( technology to create user-generated mobile content that can further drive your brand.
  • Dale has built a mobile application that is basically a guide to Moket’s products and services, so that he could distribute the application to potential clients and partners and demonstrate what they do at the same time.

    Attached are two files here that will install this guide onto your phone, and each file is designed to be installed on different devices. Here’s the list of compatible phones for each of the files:

    - MoketGuide.SIS - Nokia N96, N95, N95 8GB, N85, N82, N81, N81 GB, N79, N78, N76, E71, E66, E51, 6290, 6220, 6210, 6121, 6120, 6110, 5700, 5320 HTC Touch Diamond, Touch Pro

    - MoketGuide.NFL – Nokia 7900, 7610 Supernova, 7500, 7390, 7310, 7210 Supernova, 6600 Slide, 6600 Fold, 6500 Slide, 6500 Classic, 6301, 6300i, 6300, 6267, 5610, 5310, 5220, 3660 Slide

    Email [email protected] if you have a question about installing these applications.

Click here to download a Dale Rankine's presentation in PDF.

Darren Sutton, Managing Director, XCOM Media:

What people are already saying about their brand, products or service and will continue to do across social media…

Millions are using it and its growing quickly:

  • It’s fast and cost efficient
  • It is quickly becoming a part mainstream media / changing the traditional landscape
  • It’s a vehicle for users to shout about what they are passionate about (and what they are not)

Though whilst an eye on the future is good - Don’t forget to look properly at what is happening NOW – using analytics and refine to improve on results – for ever – ongoing – your work is never done – there is always something that can be improved.

  • Check which  browsers your users are coming from and make sure your web sites are cross browser compatible friendly (eg. Safari browsers=iphone check).
  • Case Study: Papa John's Pizza on Facebook: papajohns did a great campaign facebook only promo where by being a fan you got a free pizza (well kind of) but they grew the fan base substantially in a really short time frame
  • Case Study: Melbourne, Australia on Facebook:
    Example of a major brand missing the train that left the platform way before they even got a ticket! This is not the official tourism Vic site – but how can they possibly catch up with this following already in place?
  • Update strategy tips.  Do it regularly, update and tweak as you go – tech changes happen quickly @ least every 6 months.
  • Look at competitors and case studies – what works, what doesn’t?
  • Sign up to free research available – twitter is amazing for this, marketing sherpa, emarketer etc.
  • Learn from your own and others mistakes.
  • Do something in social media – but work out your business or marketing goals first – then choose channels to suit those goals – a facebook page with 10,000 fans means nothing without engagement.
  • Call XCOM to help you - its one of our services!

Yaro Starak, Entrepreneur & Professional Blogger,

Speakers' tips on negative comments on Blogs or Forums - 25 February 2009:

From Darren Sutton:

  • The lesson was be real!
  • Learn and listen
  • Engage certain responses responses outside medium - take it private
  • Respond to positive and negative feedback - its all good.
  • Act quickly – whilst topics are hot!
  • Embrace - integrate into communications mix
  • Start small and be cautious – crawl before walking, walk before running, run before sprinting!
  • Subtle encouragement - soft launch, tweak before full launch
  • Track and measure engagement and effectiveness, refine… ongoing
  • You have to remember not to over control the conversation. You really have no control over what consumers have to say about your brand. To minimize more negative publicity, you should embrace both positive and negative comments.
  • Good example is Dell trying to remove a post about employee sales tactics.



Lisa Ma

Post by Lisa Ma (@lisama_)
Networx Marketers Meetings - Brisbane
Follow on Twitter: @networxevents
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