Guerrilla marketing - Gloucester2010-v1 1

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  • 1. Guerrilla e-marketing Join the r-evolution www.businesslink.gov.uk/southwest/eventspresentations 1 Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter www.businesslink.gov.uk/southwest/eventspresentations 2
  • 2. World Wide Web – The World Wide WHY! Vast Market Opportunity www.businesslink.gov.uk/southwest/eventspresentations 3 It’s all about size 6.5 Bn 1.5 Bn 46m www.businesslink.gov.uk/southwest/eventspresentations 4
  • 3. World Wide Web – The World Wide WHY! Lots of money spent online www.businesslink.gov.uk/southwest/eventspresentations 5 It’s all about size £88 Bn £121 Bn www.businesslink.gov.uk/southwest/eventspresentations 6
  • 4. 140 120 121 100 80 88 60 64.3 40 46.6 £ Bn 20 29.8 20.4 0 2005 2006 2007 2008 2009 2010 Source IMRG www.businesslink.gov.uk/southwest/eventspresentations 7 World Wide Web – The World Wide WHY! New ways of working means People spend more and more time online www.businesslink.gov.uk/southwest/eventspresentations 8
  • 5. PC Laptop Netbook iPad iPhone Smart Phone WiFi 3G 4G www.businesslink.gov.uk/southwest/eventspresentations 9 Is your business ready? Do you have • Phone systems in place to deal with calls? • People to deal with enquiries? • Stock to deal with uplift in orders? • Logistics in place to deliver on new orders? • Cashflow to meet increased demand? www.businesslink.gov.uk/southwest/eventspresentations 10
  • 6. Is your site ready? The right name The right site www.businesslink.gov.uk/southwest/eventspresentations 11 Choosing a domain name • What name could you use? Business name Service name Product name • Short is good • Think about how and where it will be used Print In conversation www.businesslink.gov.uk/southwest/eventspresentations 12
  • 7. 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 www.businesslink.gov.uk/southwest/eventspresentations 13 Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk www.businesslink.gov.uk/southwest/eventspresentations 14
  • 8. Choosing a name – The Ugly m co rt. fa do ee sp w. ww www.businesslink.gov.uk/southwest/eventspresentations 15 Choosing a name – The Ugly om s.c nt e se pr o re wh w. ww www.businesslink.gov.uk/southwest/eventspresentations 16
  • 9. Choosing a name – The Ugly et .n nd sla ni pe w. ww www.businesslink.gov.uk/southwest/eventspresentations 17 Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content? www.businesslink.gov.uk/southwest/eventspresentations 18
  • 10. Does it Grab the Attention? A – Grab their ATTENTION I – Generate an INTEREST D – Build the DESIRE A – Promote the ACTION www.businesslink.gov.uk/southwest/eventspresentations 19 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! www.businesslink.gov.uk/southwest/eventspresentations 20
  • 11. 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 www.businesslink.gov.uk/southwest/eventspresentations 21 The route to your website www.businesslink.gov.uk/southwest/eventspresentations 22
  • 12. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter www.businesslink.gov.uk/southwest/eventspresentations 23 Business Networks www.businesslink.gov.uk/southwest/eventspresentations 24
  • 13. Online Networks – Why • Stay in touch with existing clients • Reach out to new audiences and markets • Better understanding of related markets • Relative low cost of entry • Possible high return www.businesslink.gov.uk/southwest/eventspresentations 25 Facebook – The Big Daddy www.businesslink.gov.uk/southwest/eventspresentations 26
  • 14. Online Networking - Why Reach new audiences • Facebook – 400m • MySpace – 110m • Twitter – 105m • LinkedIn – 65m • Plaxo – 15m • Ecademy – 12m www.businesslink.gov.uk/southwest/eventspresentations 27 Online Networks – How www.facebook.com www.businesslink.gov.uk/southwest/eventspresentations 28
  • 15. Social Networks – Build your profile www.businesslink.gov.uk/southwest/eventspresentations 29 Online Networks – How • Build your profile • Search for Groups www.businesslink.gov.uk/southwest/eventspresentations 30
  • 16. Social Networks – Build your profile - Groups • Search for Groups • Join some groups • Start your own group • Contribute and add value • Link back to your website www.businesslink.gov.uk/southwest/eventspresentations 31 Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter www.businesslink.gov.uk/southwest/eventspresentations 32
  • 17. Business Networks www.businesslink.gov.uk/southwest/eventspresentations 33 Why Business Networks? • LinkedIn – 65 million registered professional users • Plaxo – 15 million registered users OPPORTUNITY! • Ecademy – 12 million registered users • Xing – 6 million registered users www.businesslink.gov.uk/southwest/eventspresentations 34
  • 18. Business Networks – 6 Degrees of Separation www.businesslink.gov.uk/southwest/eventspresentations 35 Business Networks www.businesslink.gov.uk/southwest/eventspresentations 36
  • 19. Business Networks www.businesslink.gov.uk/southwest/eventspresentations 37 Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter www.businesslink.gov.uk/southwest/eventspresentations 38
  • 20. www.businesslink.gov.uk/southwest/eventspresentations 39 Viral Marketing – How & Why • Get other people to do your marketing for you • It’s free • Give them something in return if possible www.businesslink.gov.uk/southwest/eventspresentations 40
  • 21. Viral Marketing – How & Why 20 20 x 20 400 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2m www.businesslink.gov.uk/southwest/eventspresentations 41 Viral Marketing www.businesslink.gov.uk/southwest/eventspresentations 42
  • 22. Viral Marketing -How • Refer a friend • Competitions • Video www.businesslink.gov.uk/southwest/eventspresentations 43 www.businesslink.gov.uk/southwest/eventspresentations 44
  • 23. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter www.businesslink.gov.uk/southwest/eventspresentations 45 www.businesslink.gov.uk/southwest/eventspresentations 46
  • 24. Video Marketing You’ve been framed! = Business Opportunity 2nd most searched site on the internet • YouTube – 2Bn videos watched………..DAILY • Video results appearing in Google Search www.businesslink.gov.uk/southwest/eventspresentations 47 Video Marketing www.businesslink.gov.uk/southwest/eventspresentations 48
  • 25. Video Marketing www.businesslink.gov.uk/southwest/eventspresentations 49 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 www.businesslink.gov.uk/southwest/eventspresentations 50
  • 26. Video Marketing Your Video • Look for an angle • Look for the competition • Get a feel for YouTube • Think how else it could be used www.businesslink.gov.uk/southwest/eventspresentations 51 Video Marketing Your Video www.businesslink.gov.uk/southwest/eventspresentations 52
  • 27. Video Marketing Your Video • Prepare prepare prepare • Prepare and learn your script • use cue cards •Prepare your location • quiet and free from disturbance • Prepare yourself • Get filming www.businesslink.gov.uk/southwest/eventspresentations 53 Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter www.businesslink.gov.uk/southwest/eventspresentations 54
  • 28. Email Marketing www.businesslink.gov.uk/southwest/eventspresentations 55 Why Email Marketing? • Build Loyalty • Remind former clients that you are still around • Advise clients of full range of services • Provide easy access to latest – news/advice/offers www.businesslink.gov.uk/southwest/eventspresentations 56
  • 29. Why Email Marketing? It’s Not Expensive www.businesslink.gov.uk/southwest/eventspresentations 57 www.businesslink.gov.uk/southwest/eventspresentations 58
  • 30. Why Email Marketing? It’s Effective www.businesslink.gov.uk/southwest/eventspresentations 59 Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C 100% 91% 29% 27% 6% Acquisition B2C 100% 91% 32% 28% 12% Retention B2B 100% 88% 32% 25% 4% Acquisition B2B 100% 90% 37% 30% 13% Retention Source – DMA Email Marketing Benchmarks Survey www.businesslink.gov.uk/southwest/eventspresentations 60
  • 31. Why Email Marketing? $1 Invested $45.00 generated $15.05 for other routes Source – DMA Email Marketing Benchmarks Survey www.businesslink.gov.uk/southwest/eventspresentations 61 Email Marketing – Key Elements to success • Develop your database • Existing Client Data • Encourage Subscription through website Offer enticement to subscribe Exclusive deals, Top Tips, early access to information • Subscription through other routes www.businesslink.gov.uk/southwest/eventspresentations 62
  • 32. Email Marketing – Key Elements to success Quality Content • Relevant • Tailored • GRAB attention • Frequency • Monitor, Monitor, Monitor • Legal www.businesslink.gov.uk/southwest/eventspresentations 63 Email Marketing – Measure by Measure What can be measured • Number of emails sent • Number of bounces • Number opened • Number deleted without opening • Action taken www.businesslink.gov.uk/southwest/eventspresentations 64
  • 33. Email Marketing – Measure by Measure www.businesslink.gov.uk/southwest/eventspresentations 65 Email Marketing – The Law • Pre-existing relationship • Opt in or Double Opt in • Sender is clearly identified • Unsubscribe instructions with EVERY email • No consent = SPAM • Anti-Spam laws apply to Individuals andy.poulton@hotmail.com = individual andy.poulton@businesslinksw.co.uk = corporate www.businesslink.gov.uk/southwest/eventspresentations 66
  • 34. Email Marketing – Tools • Mail Chimp www.mailchimp.com • Vertical Response www.verticalresponse.com • Constant Contact www.constantcontact.com • iMailer www.emailtools.co.uk • Reality Mail www.realitymail.co.uk • Mailing Manager www.mailingmanager.com • Graphic Mail www.graphicmail.co.uk www.businesslink.gov.uk/southwest/eventspresentations 67 Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter www.businesslink.gov.uk/southwest/eventspresentations 68
  • 35. www.businesslink.gov.uk/southwest/eventspresentations 69 Blogging – Why • An easy way to update latest news • An informal way of communicating • Helps with the search engine position of your website • Opens your business to a wider audience • Helps keep your clients updated www.businesslink.gov.uk/southwest/eventspresentations 70
  • 36. 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 www.businesslink.gov.uk/southwest/eventspresentations 71 It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typing www.businesslink.gov.uk/southwest/eventspresentations 72
  • 37. Blogging – Where www.typepad.com www.blogger.com www.movabletype.com www.wordpress.com www.businesslink.gov.uk/southwest/eventspresentations 73 Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter www.businesslink.gov.uk/southwest/eventspresentations 74
  • 38. TWITTER www.businesslink.gov.uk/southwest/eventspresentations 75 Twitter in Plain English www.youtube.com/watch?v=ddO9idmax0o www.businesslink.gov.uk/southwest/eventspresentations 76
  • 39. Twitter – This year’s Media “Big Thing”? www.businesslink.gov.uk/southwest/eventspresentations 77 Twitter – Who 105m Businesses and Individuals International companies Informational Services Cisco Nasa IBM Respected News Services Marketing Donut Dell BBC Startup Donut CNN Daily Telegraph Bath Chronicle Celebrities Demi Moore Oprah Small Businesses Stephen Fry William Grant – FoxGrant Jonathan Ross Warren Cass – Business Scene Britney Spears Lindsay Smith – Team Pixie Fiona Davies – Flame Interiors Anthony Lloyd – Fallowfields Hotel Politicians Neil Ryder – If Only Don Foster Bryony Thomas – Clear Thought Consulting Jacob Rees-Mogg Kerry McCarthy www.businesslink.gov.uk/southwest/eventspresentations Duncan Hames 78
  • 40. Twitter – Why • Easy to use • Easy way to keep in touch • A way to reach potentially large market • Short sharp communication tool www.businesslink.gov.uk/southwest/eventspresentations 79 Twitter – How Go to www.twitter.com www.businesslink.gov.uk/southwest/eventspresentations 80
  • 41. Twitter – How Write a short profile www.businesslink.gov.uk/southwest/eventspresentations 81 Twitter – How Find People to Follow www.businesslink.gov.uk/southwest/eventspresentations 82
  • 42. Twitter – What to Tweet Anything www.businesslink.gov.uk/southwest/eventspresentations 83 iPhone SMS Twitter – Updating 140 Characters only Web SmartPhone Email Applications www.businesslink.gov.uk/southwest/eventspresentations 84
  • 43. Twitter – In Business www.businesslink.gov.uk/southwest/eventspresentations 85 Summary • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter www.businesslink.gov.uk/southwest/eventspresentations 86
  • 44. What the hell is social media – in 2 minutes http://www.youtube.com/watch?v=QLd9q88ohUs www.businesslink.gov.uk/southwest/eventspresentations 87 Thank You Andy Poulton Business Link - 0845 600 99 66 www.businesslinksw.co.uk M: 07966 547146 E: andy.poulton@businesslinksw.co.uk www.businesslink.gov.uk/southwest/eventspresentations 88