AUSTRALIAN E-MARKETING CODE OF PRACTICE - DEVELOPED BY THIS ACA ENDORSED COMMITTEE
E-MARKETING & E-SEMINAR PROCESS TO RAISE AWARENESS OF THIS IMPORTANT E-CODE
A: INTRODUCTION
Many people have identified that the Internet, web-forms and e-mail should provide a new era
in eMarketing and eBusiness Strategies.
This document endeavours to identify some of the issues and processes involved with effective
Internet eMarketing Strategies as this implies that Internet Web-forms, e-mail and back-end
information repositories (computer applications) will have to link together without operator
intervention to justify the value, efficiency and effectiveness of eMarketing/eBusiness
Strategies.
This eProcess assumes that the Organisation that is holding or running events has access to
the Internet and can use e-mail to inform contacts about events.
The eProcess acknowledges the following issues:
1 It is rare for people to be able to attend every event that they want to attend
2 The Intellectual Property [IP] of Speakers is an important consideration
3 It is critical for Small Organisations to be able to run effective events regularly
at a minimal financial burden
4 Many Associations are developing Information Repository services for their Members
5 Many Professional Body Associations require Members to maintain and up-date the
Professional Body Standards by attending a certain number of Accreditation Seminars
a year
INDEX
A: Introduction
B: Backgound
a ANSI-X12
b UN/EDIFACT
c RUBAC EII Methodology
d ebXML
e HL7 - Health Level Seven
C: Event Stake-Holders
D: Electronic Event Information Management eProcesses
a E-mail Marketing for Web-based Survey
b Real-time Web Survey
c Real-time Web Event Registration
d Automatic Event Registration Receipt
e Automatic Payment Calculations & Payment Receipt
f Web Agenda and Event ePapers
g Permanent Access to Web Presentation
h Attendee Accreditation
i On-going Intellectual Property Royalties for Event Speakers
C EVENT STAKE-HOLDERS
There may be 4 or 5 Stake-holders to consider with Event eMarketing Strategies
A Organisations that Commissions Event
a What are the objectives of the events
1 Generate revenue ?
2 Raise awareness ?
3 Increase Skills ?
b What is the Schedule
c Who are the likely Attendees
B Organisations that Manage the Events
1 Cost of Resources
2 Income generation
3 Gross & Nett Profit
C Organisations that provided Resources for Events
1 Income
2 Costs
3 Profit
D Speakers at Events
1 Cost of Intellectual Property
2 Travel & Preparations Costs
3 Return on IP
E Attendees at Events
1 Cost to attend - fee, travel time, event time
2 Accreditation
3 Value for cost
D EVENT E-BUSINESS PROCESS
This eProcess includes:
a E-mail Marketing for web-based survey
b Real-time Web based Survey
c Real-time Web based Event Registration
d Event Registration Receipts
e Web payment and receipts
f Web-based Agenda and event papers
g Web-based presentations
h Attendees Accreditation
i Credits for Event Contributions
Da E-MAIL MARKETING FOR WEB-BASED SURVEY
This module was developed as part of a joint-venture with the Australian Department
of Employment, Workplace Relations and Small Business [DEWRSB] in 2001.
The joint-venture project was part of a contract with DEWRSB to research the awareness of
XML with NSW Local Government Agencies.
The contract required 3 surveys to be carried out with Local Government Agencies to determine:
1 The Appropriate Contact Person for eCommerce issues
2 The Interest and Priorities of implementing Internet Applications
3 Current Computerised Applications
The contract required a response rate of over 50% of the Councils to respond to survey 3
for the third and the major payment to be paid.
The final response was 53% of the Councils responded to Survey 3
The process for each e-survey was:
1 Develop the e-surveys web-page
2 Send an e-mail to each council advising of the survey
3 Follow-up the e-mails by telephone
4 3 telephone calls were budgeted for each Council follow-up
Db REAL-TIME WEB-BASED SURVEY
One of the key issues for the Survey was too ensure that it was a real-time automatically
updated web-survey.
This was required for a number of reasons including:
1 The problems in the past with mis interpretations when reading paper based fax
response surveys
2 The costs of fax paper and toner
3 The costs for employing people to re-key fax information
4 The time delays in the up-dating information from fax response surveys
5 The ease with which telephone follow-up marketeers could run through web-based
surveys on the telephone
Dc REAL TIME WEB-BASED EVENT REGISTRATION
The joint-venture Research project with DEWRSB for XML Knowledge amongst 273 NSW Local
Government Agencies provided the foundations for a joint-venture project commissioned
by CSC Australia for Australian Small & Medium size Enterprises [SMEs]
This joint-venture was to stimulate interest in the Tender Information Management Service
[TIMS] that had been specified, prototyped and developed by OIC Members
In Mar 2002 CSC Australia commissioned seven (7) TIMS Education Seminars in
a Sydney x 4
b Melbourne x 1
c Canberra x 1
d Adelaide x 1
The OIC had used a fax-based event registration system for 4 years [1994-1998].
In 2000 a prototype web based event registration systems was developed to research the
appropriate fields and field characteristics for web-based event registration.
This system provided a web-form which was manually cut and pasted into a spreadsheet
In 2001 the system was upgraded to an Active Server Page [ASP] system into an Access
database.
The ASP web-based system was developed for a number of reasons including:
1 The problems in the past with mis-interpretations when reading paper based fax
response surveys
2 The costs of fax paper and toner
3 The costs for employing people to re-key fax information
4 The time delays in the up-dating information from fax response surveys
5 The delay in cutting and pasting from e-mails forms into spreadsheets
6 The ease to develop a variety of reports
Dd AUTOMATIC EVENT REGISTRATION RECEIPT
A key issue for event registration is allocating seats based on the time and date of
registration.
Sometimes an event promoter may offer special conditions or promotions for a number of
speedy Event Registrants.
OIC Members developed a methodology to automatically generate an event registration receipt
and allocate a seat based on the time and date of registration
De WEB PAYMENT CALCULATIONS AND PAYMENT RECEIPTS
One of the issues for event registration was to provide a system that facilitated:
1 A number of different event booking options
2 An early bird registration option
3 Automatic calculation of fee based on number of attendees and booking option
4 Automatic payment by direct credit or credit card
5 Automatic issuing of payment receipt when payment has been approved
Df WEB-BASED AGENDA AND EVENT PAPERS
The joint venture with CSC Australia to run 7 SME Events identified:
1 Attendees preferred to review the Agenda Electronically prior to Booking
2 They wanted to be able to refer back to the papers electronically after the event
3 It greatly reduced the administration costs by providing web-based agenda and
Electronic Event papers
Dg WEB-BASED PRESENTATIONS
Web based presentations were developed because in the early days of the OIC XML & E-commerce
event presentation in 2000 there were a number of times when Power-point presentation did not
work from floppies and there was a difference in hardware.
Hence after the 3rd presentation it was decided that all speaker papers should be provided
electronically one week before the event to ensure that that the presentations were worthwhile
for the attendees.
The OIC considers there are 4 key factors for holding regular events:
1 Inform e-mail contacts of the latest developments in EIT
eg eMarketing Code of Practice
The last 4 "Sign-me Up" registrations received are from Quebec, Kenya, an
Australian Council and Denmark
2 Raise awareness of members services
3 provide a forum for people to network and exchange ideas such as working together
on possible government funding applications
4 Provide an information repository for future reference - the Objective is that
all presenter papers are available for future reference
It is interesting to note that when I attended a seminar where Senator Kate LUNDY the Shadow
Minister of Information technology was speaking at an Australian Computer Society meeting in
the City there were 18 attendees.
There was no fee for ACS members and a $ 20 fee for non-members.
When Senator Lundy came to speak at the OIC event in the City on the Aus-USA FTA in May 2004
there were 12 attendees.
The fee was $ 50 for non-members and there were 7 paying attendees
However the presentation given by Senator LUNDY has been reviewed by over 350 people since
the seminar !
Dh ATTENDEE ACCREDITATION
Many Associations particularly Professional Bodies require their members to attend a certain
number of seminars a year to maintain the professional body Accreditation standards.
OIC members developed an automatic Accreditation System where by attendance at an event was
recorded as part of that Member's achievement to meet the Bodies professional standards.
An example of that is the record of the attendees at ebXML Australia meetings from 2000 - 2002.
This Attendee Accreditation system is based on the number of people that have requested to
join a committee.
The committee contact listed is an e-mail contact list of attendees.
Each person who has registered to participate in the meeting is assumed to attend the meeting.
The ebXML Meetings were held by telephone conference around Australia (Sydney, Melbourne,
Canberra, Adelaide, Fremantle, Brisbane and Perth).
The meeting Convenor was based in Sydney. The meeting started with each location co-ordinator
advising the Convenor who was present.
The Attendees Accreditation Process automatically calculated:
1 The total number of meetings attended
2 A percentage of attendance against the number of meetings held
3 The number of meetings attended since joining
4 A percentage of attendance against the number of meetings held since joining
The System calculated the number of Credits for both the Attendee and the organisation the
Attendee Represented at the meeting.
This record could serve as an indication of that person's knowledge on a particularly issue
The Committee Plan would outline the number of meetings, time
required to travel and attend and the objectives of the Committee or Sub-Committee
The Draft Minutes of the meeting could record the Attendee's contribution
to the meeting.
This process was been adapted as a prototype for the player records for youth sport team 3
Business examples of this include the Victorian Government PACCER'S recognition of Current
Competencies for Procurement and Contract Management"
Di CREDITS FOR INTELLECTUAL PROPERTY CONTRIBUTIONS
At the OIC Annual General Meeting in 1996 OIC members gave a unanimous Mandate
to develop an eCredits System for Intellectual Property [IP] Contributions
Over the next 4 years an eCredits Accreditation Record was developed.
This eCredits System was developed to recognise the contributions made by volunteers including
many people who donate their time and expertise on Committees like ebXML, eMarketing Code of
Practice and Association presentations.
The eCredits Systems comprises:
A Accommodation
E Entertainment
F Financial
H Health
L Learning
N Nourishment
T Travel
Although there is considerable Work to prepare, read and review Committee papers, the current
Wealth Model based on the Wealth of Nations document of Adam SMITH in 1776 does not encompass
Intellectual Property
Perhaps if this IP Model is successful for Intellectual Property it may be appropriate to
consider this Model as the basis for all Government Financial Accounting practice
Part of this new Model includes eCredits to the Paper provider every time a relevant web-page
is reviewed and/or downloaded
