Guerrilla e marketing - Tewkesbury - July 2010

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Guerrilla e marketing - Tewkesbury - July 2010

  1. 1. Guerrilla e-marketing Join the r-evolution
  2. 2. <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
  3. 3. World Wide Web – The World Wide WHY! <ul><ul><li>Vast Market Opportunity </li></ul></ul>
  4. 4. <ul><li>6.5 Bn </li></ul><ul><li>1.5 Bn </li></ul><ul><li>46m </li></ul>It’s all about size
  5. 5. World Wide Web – The World Wide WHY! <ul><ul><li>Lots of money spent online </li></ul></ul>
  6. 6. <ul><li>£88 Bn </li></ul><ul><li>£121 Bn </li></ul>It’s all about size
  7. 7. £ Bn 20.4 29.8 46.6 64.3 88 121 Source IMRG
  8. 8. 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>
  9. 9. PC Laptop Netbook iPad iPhone Smart Phone WiFi 3G 4G
  10. 10. 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>
  11. 11. Is your site ready? The right name The right site
  12. 12. 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>
  13. 13. 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
  14. 14. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk
  15. 15. Choosing a name – The Ugly www.speedofart.com
  16. 16. Choosing a name – The Ugly www.whorepresents.com
  17. 17. Choosing a name – The Ugly www.penisland.net
  18. 18. Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content?
  19. 19. Does it Grab the Attention? A – I – D – A – Grab their ATTENTION Generate an INTEREST Build the DESIRE Promote the ACTION
  20. 20. Marketing – what we know In 1873, John Wanamaker, father of the department store said 50% of marketing works We don’t know which 50% …… .however, this is the traditional view in a pre-internet world!
  21. 21. Marketing – what we know Everything on the internet can be measured You just have to know how If it can’t be measured – it’s probably not worth doing
  22. 22. The route to your website Search Email Networking Viral SMS Blogging Video Paid Search
  23. 23. <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
  24. 24. Social Networks Business Networks
  25. 25. 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>
  26. 26. Facebook – The Big Daddy
  27. 27. Online Networking - Why <ul><li>Reach new audiences </li></ul><ul><li>Facebook – 400m </li></ul><ul><li>MySpace – 110m </li></ul><ul><li>Twitter – 105m </li></ul><ul><li>LinkedIn – 65m </li></ul><ul><li>Plaxo – 15m </li></ul><ul><li>Ecademy – 12m </li></ul>
  28. 28. Online Networks – How www.facebook.com
  29. 29. Social Networks – Build your profile
  30. 30. Online Networks – How <ul><li>Build your profile </li></ul><ul><li>Search for Groups </li></ul>
  31. 31. 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>
  32. 32. <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
  33. 33. Business Networks
  34. 34. 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!
  35. 35. Business Networks – 6 Degrees of Separation
  36. 36. Business Networks
  37. 37. Business Networks
  38. 38. <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
  39. 40. 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>
  40. 41. Viral Marketing – How & Why 20 400 20 x 20 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2m
  41. 42. Viral Marketing
  42. 43. Viral Marketing -How <ul><li>Refer a friend </li></ul><ul><li>Competitions </li></ul><ul><li>Video </li></ul>
  43. 45. <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
  44. 47. 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
  45. 48. Video Marketing
  46. 49. Video Marketing
  47. 50. Social Networks – YouTube case study www.beadsbylili.com North Wilts based (Chippenham) Launched November 2005 Selling beads for jewellery on line Working from home Features self produced video tutorials Videos posted to YouTube Was a “featured video” on global YouTube home page Video views jumped from 24,499 to 232,389 in 24 hours Website visitors jumped from 200 / day to 3,000 per day for 3 days
  48. 51. 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
  49. 52. Your Video Video Marketing
  50. 53. 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
  51. 54. <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
  52. 55. Email Marketing
  53. 56. 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>
  54. 57. Why Email Marketing? It’s Not Expensive
  55. 59. Why Email Marketing? It’s Effective
  56. 60. 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
  57. 61. Why Email Marketing? $1 Invested $45.00 generated Source – DMA Email Marketing Benchmarks Survey $15.05 for other routes
  58. 62. 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>
  59. 63. 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>
  60. 64. 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>
  61. 65. Email Marketing – Measure by Measure
  62. 66. Email Marketing – The Law <ul><li>Pre-existing relationship </li></ul><ul><li>Opt in or Double Opt in </li></ul><ul><li>Sender is clearly identified </li></ul><ul><li>Unsubscribe instructions with EVERY email </li></ul><ul><li>No consent = SPAM </li></ul><ul><li>Anti-Spam laws apply to Individuals andy.poulton@hotmail.com = individual andy.poulton@businesslinksw.co.uk = corporate </li></ul>
  63. 67. 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>
  64. 68. <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
  65. 70. 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>
  66. 71. 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
  67. 72. It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typing
  68. 73. Blogging – Where www.blogger.com www.wordpress.com www.typepad.com www.movabletype.com
  69. 74. <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
  70. 75. TWITTER
  71. 76. Twitter in Plain English www.youtube.com/watch?v=ddO9idmax0o
  72. 77. Twitter – This year’s Media “Big Thing”?
  73. 78. 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 105m Businesses and Individuals
  74. 79. 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>
  75. 80. Twitter – How Go to www.twitter.com
  76. 81. Twitter – How Write a short profile
  77. 82. Twitter – How Find People to Follow
  78. 83. Anything Twitter – What to Tweet
  79. 84. Twitter – Updating 140 Characters only Applications SMS Web Email iPhone SmartPhone
  80. 85. Twitter – In Business
  81. 86. <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
  82. 87. What the hell is social media – in 2 minutes http://www.youtube.com/watch?v=QLd9q88ohUs
  83. 88. Andy Poulton Business Link - 0845 600 99 66 www.businesslinksw.co.uk M: 07966 547146 E: andy.poulton@businesslinksw.co.uk Thank You

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