Guerrilla e-marketing event 30/09/10 Swindon

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Guerrilla e-marketing event that took place on 30/09/10 in Swindon. Speaker: Andy Poulton.

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Guerrilla e-marketing event 30/09/10 Swindon

  1. 1. Guerrilla e-marketing Join the r-evolution
  2. 2. Link to YouTube Clip of Noah Kalina http://www.youtube.com/watch?v=6B26asyGKDo
  3. 3. Noah Kalina 17m views on YouTube in 3 years Now that’s the magic of web marketing
  4. 4. <ul><li>Free business review </li></ul><ul><li>Planning & Strategy </li></ul><ul><li>- Customers & Markets </li></ul><ul><li>- People & Skills </li></ul><ul><li>- Operations & Productivity </li></ul><ul><li>- Finance </li></ul><ul><li>- e-commerce </li></ul><ul><li>Sustainability </li></ul>How can Business Link help?
  5. 5. Introduction - Business Link – Services <ul><li>What’s next? </li></ul><ul><li>Make contact </li></ul><ul><li>Business Link </li></ul><ul><li>0845 600 99 66 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.businesslinksw.co.uk </li></ul>
  6. 6. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  7. 7. World Wide Web – The World Wide WHY! <ul><ul><li>Vast Market Opportunity </li></ul></ul>
  8. 8. <ul><li>6.5 Bn </li></ul><ul><li>1.5 Bn </li></ul><ul><li>46m </li></ul>It’s all about size
  9. 9. World Wide Web – The World Wide WHY! <ul><ul><li>Lots of money spent online </li></ul></ul>
  10. 10. <ul><li>£88 Bn </li></ul><ul><li>£121 Bn </li></ul>It’s all about size
  11. 11. £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  12. 12. World Wide Web – The World Wide WHY! <ul><li>New ways of working means </li></ul><ul><li>People spend more and more time online </li></ul>
  13. 13. PC Laptop Netbook iPad iPhone Smart Phone WiFi 3G 4G
  14. 14. World Wide Web – The World Wide WHY! <ul><ul><li>Less Paper </li></ul></ul><ul><ul><li>Less Travelling </li></ul></ul><ul><ul><li>Less Carbon </li></ul></ul><ul><ul><li>IYRE = I mprove Y our R esource E fficiency </li></ul></ul>
  15. 15. Is your business ready? <ul><li>Do you have </li></ul><ul><li>Phone systems in place to deal with calls? </li></ul><ul><li>People to deal with enquiries? </li></ul><ul><li>Stock to deal with uplift in orders? </li></ul><ul><li>Logistics in place to deliver on new orders? </li></ul><ul><li>Cashflow to meet increased demand? </li></ul>
  16. 16. Is your site ready? The right name The right site
  17. 17. Choosing a domain name <ul><li>What name could you use? Business name Service name Product name </li></ul><ul><li>Short is good </li></ul><ul><li>Think about how and where it will be used Print In conversation </li></ul>
  18. 18. Choosing a name – The Good www.diy.com www.bbc.co.uk www.cadbury.co.uk www.wispa.co.uk www.formula1.com www.tesco.co.uk
  19. 19. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk
  20. 20. Choosing a name – The Ugly www.speedofart.com
  21. 21. Choosing a name – The Ugly www.whorepresents.com
  22. 22. Choosing a name – The Ugly www.penisland.net
  23. 23. Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content?
  24. 24. Does it Grab the Attention? A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  25. 25. The route to your website Search Email Networking Viral SMS Blogging Video Paid Search
  26. 26. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  27. 27. Social Networks Business Networks
  28. 28. Online Networks – Why <ul><li>Stay in touch with existing clients </li></ul><ul><li>Reach out to new audiences and markets </li></ul><ul><li>Better understanding of related markets </li></ul><ul><li>Relative low cost of entry </li></ul><ul><li>Possible high return </li></ul>
  29. 29. Facebook – The Big Daddy
  30. 30. Online Networking - Why <ul><li>Reach new audiences </li></ul><ul><li>Facebook – 500m </li></ul><ul><li>MySpace – 110m </li></ul><ul><li>Twitter – 145m </li></ul><ul><li>LinkedIn – 75m </li></ul><ul><li>Plaxo – 15m </li></ul><ul><li>Ecademy – 12m </li></ul>
  31. 31. Online Networks – How www.facebook.com
  32. 32. Facebook – Getting Started <ul><li>3 Types of presence </li></ul><ul><li>Profile – personal </li></ul><ul><ul><ul><li>Can join groups </li></ul></ul></ul><ul><ul><ul><li>Ugly URL </li></ul></ul></ul><ul><ul><ul><li>Indexed by Search Engines </li></ul></ul></ul>
  33. 33. Facebook – Getting Started <ul><li>3 Types of presence </li></ul><ul><li>Page – business </li></ul><ul><ul><ul><li>Can’t Join Groups </li></ul></ul></ul><ul><ul><ul><li>Can host apps </li></ul></ul></ul><ul><ul><ul><li>“ Vanity” URL </li></ul></ul></ul><ul><ul><ul><li>Indexed by Search Engines </li></ul></ul></ul><ul><ul><ul><li>Visitor stats available </li></ul></ul></ul><ul><li>Best for brands and businesses </li></ul>
  34. 34. Facebook – Getting Started <ul><li>3 Types of presence </li></ul><ul><li>Group – both </li></ul><ul><ul><ul><li>Linked to Site Admin </li></ul></ul></ul><ul><ul><ul><li>New members have to be approved </li></ul></ul></ul><ul><ul><ul><li>Send “Direct” messages to members </li></ul></ul></ul><ul><ul><ul><li>Ugly URL </li></ul></ul></ul><ul><li>Great for organising at a personal level and smaller scale interactions [<5000 members] </li></ul>
  35. 35. Facebook – Getting Started – build profile
  36. 36. Facebook – Getting Started – build page
  37. 37. Facebook – Getting Started – Join In
  38. 38. Social Networks – Build your profile - Groups <ul><li>Search for groups </li></ul><ul><li>Join some groups </li></ul><ul><li>Start your own group </li></ul><ul><li>Contribute and add value </li></ul><ul><li>Link back to your website </li></ul>
  39. 39. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  40. 40. Business Networks
  41. 41. Why Business Networks? <ul><li>LinkedIn – 65 million registered professional users </li></ul><ul><li>Plaxo – 15 million registered users </li></ul><ul><li>Ecademy – 12 million registered users </li></ul><ul><li>Xing – 6 million registered users </li></ul>OPPORTUNITY!
  42. 42. Business Networks – 6 Degrees of Separation
  43. 43. Linkedin – Getting Started – build profile
  44. 44. Linkedin – Getting Started – make contacts
  45. 45. Linkedin – Getting Started – find groups
  46. 46. Linkedin – Getting Started – Answers
  47. 47. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  48. 49. Viral Marketing – How & Why <ul><li>Get other people to do your marketing for you </li></ul><ul><li>It’s free </li></ul><ul><li>Give them something in return if possible </li></ul>
  49. 50. Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2m
  50. 51. Viral Marketing
  51. 52. Viral Marketing -How <ul><li>Refer a friend </li></ul><ul><li>Competitions </li></ul><ul><li>Video </li></ul>
  52. 53. Britain’s Got Talent Susan Boyle Over 70m viewings in 1 week Link to YouTube Clip of Susan Boyle http://www.youtube.com/watch?v=8OcQ9A-5noM
  53. 55. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  54. 57. Video Marketing <ul><li>YouTube – 2Bn videos watched………..DAILY </li></ul><ul><li>Video results appearing in Google Search </li></ul>= You’ve been framed! Business Opportunity 2nd most searched site on the internet
  55. 58. Video Marketing
  56. 59. Video Marketing Link to YouTube Clip of Zombie Makeup http://www.youtube.com/watch?v=Xrc42Kt-CeE
  57. 60. Your Video <ul><li>Look for an angle </li></ul><ul><li>Look for the competition </li></ul><ul><li>Get a feel for YouTube </li></ul><ul><li>Think how else it could be used </li></ul>Video Marketing
  58. 61. Your Video Video Marketing
  59. 62. Your Video <ul><li>Prepare prepare prepare </li></ul><ul><ul><ul><li>Prepare and learn your script </li></ul></ul></ul><ul><ul><ul><ul><li>use cue cards </li></ul></ul></ul></ul><ul><ul><ul><li>Prepare your location </li></ul></ul></ul><ul><ul><ul><ul><li>quiet and free from disturbance </li></ul></ul></ul></ul><ul><ul><ul><li>Prepare yourself </li></ul></ul></ul><ul><ul><ul><li>Get filming </li></ul></ul></ul>Video Marketing
  60. 63. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  61. 64. Email Marketing
  62. 65. Why Email Marketing? <ul><li>Build Loyalty </li></ul><ul><li>Remind former clients that you are still around </li></ul><ul><li>Advise clients of full range of services </li></ul><ul><li>Provide easy access to latest – news/advice/offers </li></ul>
  63. 66. Why Email Marketing? It’s Not Expensive
  64. 68. Why Email Marketing? It’s Effective
  65. 69. Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C Acquisition 100% 91% 29% 27% 6% B2C Retention 100% 91% 32% 28% 12% B2B Acquisition 100% 88% 32% 25% 4% B2B Retention 100% 90% 37% 30% 13% Source – DMA Email Marketing Benchmarks Survey
  66. 70. Email Marketing – Key Elements to success <ul><li>Develop your database </li></ul><ul><ul><ul><li>Existing Client Data </li></ul></ul></ul><ul><ul><ul><li>Encourage Subscription through website </li></ul></ul></ul><ul><ul><ul><ul><li>Offer enticement to subscribe </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Exclusive deals, Top Tips, early access to information </li></ul></ul></ul></ul><ul><ul><ul><li>Subscription through other routes </li></ul></ul></ul>
  67. 71. Email Marketing – Key Elements to success <ul><li>Quality Content </li></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Tailored </li></ul></ul><ul><ul><li>GRAB attention </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Monitor, Monitor, Monitor </li></ul></ul><ul><ul><li>Legal </li></ul></ul>
  68. 72. Email Marketing – Measure by Measure <ul><li>What can be measured </li></ul><ul><ul><li>Number of emails sent </li></ul></ul><ul><ul><li>Number of bounces </li></ul></ul><ul><ul><li>Number opened </li></ul></ul><ul><ul><li>Number deleted without opening </li></ul></ul><ul><ul><li>Action taken </li></ul></ul>
  69. 73. Email Marketing – Measure by Measure
  70. 74. Email Marketing – Tools <ul><li>Mail Chimp www.mailchimp.com </li></ul><ul><li>Vertical Response www.verticalresponse.com </li></ul><ul><li>Constant Contact www.constantcontact.com </li></ul><ul><li>iMailer www.emailtools.co.uk </li></ul><ul><li>Reality Mail www.realitymail.co.uk </li></ul><ul><li>Mailing Manager www.mailingmanager.com </li></ul><ul><li>Graphic Mail www.graphicmail.co.uk </li></ul>
  71. 75. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  72. 77. Blogging – Why <ul><li>An easy way to update latest news </li></ul><ul><li>An informal way of communicating </li></ul><ul><li>Helps with the search engine position of your website </li></ul><ul><li>Opens your business to a wider audience </li></ul><ul><li>Helps keep your clients updated </li></ul>
  73. 78. Blogging – When When you have something to sell When you have something new to offer When something changes When you have some news When you have something to say
  74. 79. It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typing
  75. 80. Blogging – Where www.blogger.com www.wordpress.com
  76. 81. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Agenda
  77. 82. TWITTER
  78. 83. Link to YouTube Clip of Twitter in Plain English http://www.youtube.com/watch?v=ddO9idmax0o
  79. 84. Twitter
  80. 85. Twitter – Who International companies Cisco IBM Dell Informational Services Nasa Marketing Donut Startup Donut Respected News Services BBC CNN Daily Telegraph Bath Chronicle Celebrities Demi Moore Oprah Stephen Fry Jonathan Ross Britney Spears Small Businesses William Grant – FoxGrant Warren Cass – Business Scene Lindsay Smith – Team Pixie Fiona Davies – Flame Interiors Anthony Lloyd – Fallowfields Hotel Neil Ryder – If Only Bryony Thomas – Clear Thought Consulting Politicians Don Foster Jacob Rees-Mogg Kerry McCarthy Duncan Hames 145m Businesses and Individuals
  81. 86. Twitter – Why <ul><li>Easy to use </li></ul><ul><li>Easy way to keep in touch </li></ul><ul><li>A way to reach potentially large market </li></ul><ul><li>Short sharp communication tool </li></ul>
  82. 87. Twitter – How Go to www.twitter.com
  83. 88. Twitter – How Write a short profile
  84. 89. Twitter – How Find People to Follow
  85. 90. Anything Twitter – What to Tweet
  86. 91. Twitter – How Retweeting – Going Viral on Twitter The Event “Anything is Possible” Entrepreneurship and networking with Wilfred Emmanuel Jones The Problem With 10 days to go the event is only about 1/3 subscribed The Tweet
  87. 92. Twitter – How Retweeting – Going Viral on Twitter Re-Tweeted by Marketing Donut 8,331 Bob Hayward 5,048 Warren Cass 3,957 Charlotte Manion 3,767 Startup Donut 2,686 Fiona Davies 2,395 Neil Ryder 687 Bryony Thomas 606 Andrew Mulvena 192 Total 28,792 1,123 Followers
  88. 93. How to eat an elephant
  89. 94. How to eat an elephant <ul><li>Ask others in the business or close </li></ul><ul><ul><ul><li>Geeks </li></ul></ul></ul><ul><ul><ul><li>Family </li></ul></ul></ul><ul><ul><ul><li>Children </li></ul></ul></ul><ul><li>Upskill Yourself & Your Management Team </li></ul><ul><ul><ul><li>LMAS </li></ul></ul></ul><ul><ul><ul><li>Strategic Development </li></ul></ul></ul><ul><li>Make use of FREE resources </li></ul><ul><li>www.businesslink.gov.uk/southwest </li></ul><ul><li>http://entrepreneurs.about.com </li></ul><ul><li>www.ehow.com </li></ul><ul><li>Bring in the Experts </li></ul><ul><ul><ul><li>Networking </li></ul></ul></ul><ul><ul><ul><li>Consultants </li></ul></ul></ul>
  90. 95. <ul><li>Introduction </li></ul><ul><li>Marketing – what we know </li></ul><ul><li>Social Networks </li></ul><ul><li>Business Networks </li></ul><ul><li>Viral </li></ul><ul><li>Video Marketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Blogging </li></ul><ul><li>Twitter </li></ul>Summary
  91. 96. Link to YouTube Clip of “What the hell is Social Media?” http://www.youtube.com/watch?v=QLd9q88ohUs
  92. 97. Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk Thank You

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