planningaboveandbeyond. com The Community deck! John Griffiths Webmaster August 26 th 2004
August 2000 The concept
August 2004 Learnings
The inner circle n n n Planning insiders n n Limited group of 11 planning freelancers Well over 200 years of experience – 75% former planning directors Based on recommendation – not a directory Co-opetition – sharing out work Sharing knowledge, advice Buddy system – don’t do it! Supplemented by Gallery of Exotica: specialists – MRS 2004 paper
The outer circle n n n Mailing List n n Bimonthly newsletter Circulation of 150 Names and email addresses Signup survey gave site likes and dislikes Most regular source of site fanmail Worldwide People learning about account planning Planners in other comms disciplines Planning directors in dept of one
Site visitors n n n n Site traffic July/Aug Areas visited – the power of a directory Downloads Keywords Books If 800 planners in London = 30 -50% share of attention? Major educational source –one of the main ways planners outside of the UK learn about planning – shaping a wider definition
Site traffic Indivs Sessions Pages Size 2397 3783 13530 1. 05 GB 67 K Daily Average na 126 480 To August 25 th 2054 3378 13131 710 MB 57 K July 26 MB Average time spent: 6 mins 30 secs Hits 2 K
Where they go onsite n n n n Home page and related pages - new articles Directories – good for spiders and search engines Trumps and Raspberries Site of the month People In their own words – audio interviews Classified? ?
July/Aug Downloads Integrated planning toolkit JG APG 2002 Integr Planning deck JG Alchemy MRS 2003 winner Tasgal Bluejacking white paper Rainier PR Beyond ad planning Admap JG Brands as media owners MLeader JG Advertising to the herd MRS Mark Earls 184 179 126 117 102 92 87
Keywords and keyword searches Keywords: London Planning Marketing Brand Advertising Keyword searches: Planning Above and Beyond Harry Enfield Burger King Brand Archetypes Brand promise Eva Pharmaceutics
What do they read? so far this year. . 157 books sold £ 2079 revenue £ 126. 06 drinks tab!
Book clickthroughs: July/Aug
Sales July/Aug
Ever increasing circles Top 20/top 30 n Sales Direct Advertising Promotion. Marketing Media indeps n n PR Outside of The UK Design Clientside planners New Media Marketing n List of planning directors Site content relevant to most disciplines Peer group salons? Scaleable Market Research
New Planning Network – Equity meets Friends Reunited! n n Closed site – last two months PAAB available to visitors but rest available only to subscribers Auto translation of web pages into other languages Subscribers pay £ 20 a year for basic access Reduce degrees of separation between people who want to hire in planners and planners wanting work n n Subscribers get n n n Build peer networks – get their CV out there! Unique email address john. griffiths@accountplanning. net Unique page - can post photo and CV/promo documents Planners can place their websites alongside it or have websites developed for them
Planning Above and Beyond John Griffiths Tel 07740125794 www. planningaboveandbeyond. com
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