Superfast Business - Getting the most out of online marketing


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Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge.

The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria.

Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information.

t: 0845 603 8593

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  • Superfast Biz video -
  • Source Boston Consulting report Oct 2012
  • By 2016 the G20 internet retail will reach $4.2 trillion
    in the G-20 economies
  • In the UK it’s 12% for high web and 4% for low web
    Source Boston Consulting The $4.2 Trillion Opportunity March 2012
    The Internet Economy in the G-20
    Take this for technology too
    Figures for ‘high-web’ and ‘low-web’ show very clearly the correlation between good use of digital talent and business success
  • Boston also looked at larger companies and how they did or didn’t adapt to the web.
    Kodak – films are pretty much gone – all digital - In January 2012, Kodak filed for Chapter 11 bankruptcy 
    HMV – Not out of business but lost a lot of physical shops
  • Tesco – 6% of UK Sales (£2.8 bn)
    Pearson – 33% - £2 bn digital (Penguin books – 17% - book revenues online and Financial Times – subscriptions : 316k digital versus 286k print)
  • Consumers are demanding this of business.
  • Good example –
    Index your site.
    Produce a huge amount of content and they have worked on their SEO in a broad phrase approach.
  • Results in being THE expert
  • The Wikitude World Browser is your “third eye” and allows you to see things you wouldn’t normally see. Wikitude’s Augmented Reality connects you with the world around you in a completely new way. By using the camera, simply hold up your smartphone and engage with your immediate surroundings. See places, discover people, play games – all through your camera’s field of vision – a truly exciting and immersive experience.Wikitude is not just an app that serves one purpose, it is rather a platform that hosts thousands of content providers each offering a different service. In a way, Wikitude is almost like an app store offering Augmented Reality apps or better Augmented Reality
  • Old school clients like print – milennials are getting use to using digital products.
  • Look for the A logo, you might have seen it in a Sainsbury’s magazine.
    Robbie Williams tickets. Scanned tickets in the queue and watch a personal video which he filmed just for those people.
    Blippar is for the big boys currently but they’re working on something for SME’s.
  • Source optify 2012  62 million visits, 215 million page views and 350,000 leads from more than 600 small and medium-sized B2B websites during 2012, found email’s conversion rate to be 81% higher than the average (2.89% vs. 1.6%) and 42% higher than the next-best performer, referrals (2.04%).
  • Click on link in email – takes you to their website – video embedded in that page of that tool being used. Filmed on an iPhone.
    They use Mailchimp.
  • Here’s how apple do it…
  • Show the video – this video footage was then used
  • Authors: Puneet Manchanda, Grant Packard, and Adithya Pattabhiramaiah (all University of Michigan)
    Publisher: Ross School of Business Working Paper
    Date Published: January 2012
  • Enterprise resource planning - ERP
    Product planning, cost and development
    Marketing and sales
    Inventory management
    Shipping and payment
  • Sugar – around £35 a month Capsule £8 per month per user or free for 2 users
  • First Choice holidays example.
  • Big Data – we’ve been collecting it but what do we do with it -
    DIKW pyramid – add intelligence to gain the info knowledge and wisdom.
  • Source: Eric Siegel Predictive Analytics 2013
  • Halved their crime rate.
    Weather= low crime
  • Please make use of the range of social media and communication channels set up to keep you up to date with the service and technology.
  • Superfast Business - Getting the most out of online marketing

    1. 1. Welcome
    2. 2. Getting the most out of online marketing @Cosmic_Matty Matt Young Cosmic
    3. 3. What is superfast business? •Superfast Business is a European Funded programme of fully funded business support for SMEs •Delivered by Peninsula Enterprise, working with the Local Authorities broadband rollout project
    4. 4. Superfast Business Support • Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies. • Benefits for businesses can include:        Competitive advantage through take-up and exploitation of SFBB Increased productivity Improve access to new markets and business opportunities Increase competitive advantage for businesses in rural locations More flexible and environmentally friendly working practices Increased opportunity for innovation Efficiency and timesaving • Eligibility criteria apply to businesses accessing the service
    5. 5. Support Available – 12 hours of support
    6. 6. Next Steps 1. Register on our website (which incorporates the Knowledge Hub). to unlock access to a range of resources and materials 2. Check your eligibility 3. Let us know what areas of ICT and technology you might be interested in Developing an ICT strategy Engaging new and existing customers Collaboration Client Relationship Management Systems Flexible working Moving your business to the Cloud 4. Developing your ICT network/ infrastructure Business Continuity Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers
    7. 7.
    8. 8. Stay up to date • • twitter @superfastbiz • Facebook • join our LinkedIn group 'Superfast Business SW' • • 0845 603 8593
    9. 9. Boston Consulting report Oct 2012
    10. 10. Business is Changing UK ?
    11. 11. Business with no change? 2012 Physical CDs - ½ million Downloads –183m
    12. 12. Businesses that have adapted 6% of UK Sales £2.6 billion 33% of UK Sales £2 billion – digital Financial Times subscriptions : 316k digital vs 286k print 17% - book revenues online
    13. 13. Marketing - what’s changed?
    14. 14. Old world customer marketing TV PR Mail shots PRINT Advertising Radio
    15. 15. New world marketing TV Social media Email PPC Mobile PR Search Affiliat e Radio Webinar s TED AGMEN FR TWO-WAY PRINT Website ID RAP
    16. 16. What else has changed? Customers… •Have higher expectations •Mobilisation – real time commentary •They talk to each other – social media
    17. 17. The world has changed • Instantaneous response • Accessibility • Transparency • Accountability
    18. 18. People change • Gen X • Gen Y • Gen Z • Baby Boomers • Millennials • Digital Natives
    19. 19. • Business leaders need to think about • How can we increase our brand awareness? • How can I be with my customers all of the time? • How can we provide consistently good customer service? • How do I monitor what’s being said about me? • How can I increase sales through new media channels?
    20. 20. Agenda 1. Optimise for reach 2. Think mobile 3. The power of e-news 4. Don’t ignore Social media 5. Design CRM around customers 6. Gain customer insights
    21. 21. 1. Optimise for reach Search Engine optimisation - organic
    22. 22. Search Engine Optimation Get the basics right 1.Optimise for onsite phrases – – – – – 2-3 keyword phrases per page Content, titles. Paragraph titles Page titles Footers Images 2.Get strong and relevant links back to your site 3.Update your site regularly
    23. 23. • SEO basics video
    24. 24. Mole Valley Farmers • 47% of site visits from organic source • High levels of content • 300,000 pages on their website that are indexed by Google • Broad phrase approach
    25. 25. SEO next steps…. • Create new content – that resolves customers issues • • • • How do I choose the right wind turbine How do I organise a …. What’s the best … How do I repair – That meets with needs earlier in their buying journey • What’s the best…. • What’s a ….. • How do I…. – That makes you an expert • Create authority content
    26. 26. 2. Think mobile How does mobile fit in with customer acquisition?
    27. 27. Gaining the mobile customer
    28. 28. Mobile marketing • We can check in… • Facebook – Check-in to your business – Appears in friend’s feeds • And advertise alongside checkin – Discounts and deals • Foursquare – Check-in – Vouchers and deals
    29. 29. Mobile marketing Search by taking a photo through your mobile phone….. Google Goggles Use pictures to search the web Not typing or speech
    30. 30. • Use your camera as a browser….
    31. 31. Engaging customers Engaging customers through Augmented through Augmented Reality: Reality: L’Occitane, beauty manufacturer L’Occitane, beauty manufacturer have embraced Augmented have embraced Augmented reality, using it within their reality, using it within their printed brochures and in store printed brochures and in store for additional experiences and for additional experiences and instant purchase instant purchase
    32. 32. Retaining customers Retaining customers through Augmented through Augmented Reality: Reality: Mitsubushi have used AR to Mitsubushi have used AR to create support for installers create support for installers replacing and repairing air replacing and repairing air conditioning units conditioning units
    33. 33. Aurasma • Create your own…and … tap-to-buy
    34. 34. Customers purchasing Customers purchasing through Augmented through Augmented Reality: Reality: Goertz shoe company, Germany Goertz shoe company, Germany have created aavirtual shoe store have created virtual shoe store for scanning, sizing and for scanning, sizing and purchasing in store purchasing in store
    35. 35. Google Glass The next consumer The next consumer challenge – Google challenge – Google Glass: Glass: Google Glass
    36. 36. Mobile sales And we can receive payments from cards…. 2.75% per swipe for Visa, American Express, MasterCard and Discover. No contracts, monthly fees or merchant accounts. Funds are deposited into bank account the next day.
    37. 37. Is your business mobile friendly?r • Your presence in databases in even more important – Wikipedia, TripAdvisor, review sites. • Make sure your website works well on a range of mobile devices • Check you can accept payments - sales • Review your check-in options • Create augmented reality applications, mobile promotions, vouchers, deals •Think mobile..
    38. 38. 3. The power of e-news
    39. 39. E-newsletter conversion rates 100,000,000 web visitors to e-commerce sites* Conversion Rate E-news 3.9% Google 2.4% Facebook 1.5% *optify Sept 2012
    40. 40. 1. E-newsletters • Currently - 50,000 subscribers • Has taken 5yrs to build • Segmented – Equine – Shooting – Farming
    41. 41. E-news is measurable • 168,000 email subscribers • Biweekly • Current open rate ± 28% • ROI on each email activity is ± £10,000 for products in the email
    42. 42. Gather customers emails religiously • 3-4 stories • Keep it simple • Keep it visual Always link back to website Builds loyalty and advocacy Creates 7 touch points for new sales
    43. 43. E-newsletters • Segment for different audiences • Measure each e-newsletter and review success • Keep the content simple • Always link back to website • Measure journey on website from click (Analytics)
    44. 44. 4. Don’t ignore social media
    45. 45. Use social media for sales • Listening for social cues – Listening for your brand and reputation • Listen to hashtags for mention of needs • Check social media search terms – Check out your reputation • Check SERPs of your phrases • Check review sites • Ready crisis management plan
    46. 46. Hashtag ideas
    47. 47. ‘Content first’ strategy Traditional Media Press Social networks Facebook Twitter YouTube LinkedIn Owned Content Video, blogs, photos Website Responsive design Mobile enabled Adapted from ‘Media Cloverleaf’ by Richard ‘Tradigital’ E-news Forums Digital magazines
    48. 48. Content first strategy • What content? • Video – for sales and marketing • Product descriptions, visualisations • Expert analysis, talks • Case studies, testimonials Becoming significant in Search Results Pre sales – research Post sales - support
    49. 49. Creating video content Creating video content for customer retention: for customer retention: Sony Xperia have created aa Sony Xperia have created YouTube channel of all their YouTube channel of all their support and advice guides. support and advice guides.
    50. 50. Creating communities Keeping customers Keeping customers through community through community building: building: River Cottage have River Cottage have created a community that created a community that has 36,000 subscribers has 36,000 subscribers actively engaged… actively engaged… Revenue from customers Revenue from customers that are engaged in a that are engaged in a company's community is company's community is 19 % higher on average 19 % higher on average than from those that than from those that aren't.  aren't.  Source: AABig Payoff from Online Source: Big Payoff from Online Company Communities Company Communities
    51. 51. Don’t ignore social media • Use listening tools for sales opportunities and reputation management • Broadcast, but link back to your website & measure your success • Create a ‘content first’ strategy. Create content and use many times • Look at video as an engagement tool
    52. 52. 5. Design CRM around customer experiences
    53. 53. Customer Experience Customer Experience Management is becoming Management is becoming the next big thing. the next big thing. ‘It’s not just about the ‘It’s not just about the product anymore. product anymore. Customers shape their Customers shape their attitudes and behaviours attitudes and behaviours toward companies based toward companies based on the totality of their on the totality of their experiences with a brand, experiences with a brand, including support and including support and other other interactions they have.’ interactions they have.’ CRM  CXM
    54. 54. Why use a CRM? • A CRM can connect every area of business that touches the customer – – Marketing – Sales – After sales support • And areas which the customer may not see – Finance – Accounting integration CRM moves the company from a product centric focus to a customer driven focus. 
    55. 55. v=TXWn_4lumkw
    56. 56. What can a CRM system do? Collate customer information •Enquiries received •Telephone calls made/received •Meeting notes •Business cards received •Leads Generated •Letters/Emails sent & Received •Attendees to Seminars •Website hits •Project plans
    57. 57. Outputs Customer Data Analytics Project Management Reporting
    58. 58. Customer relationship management systems
    59. 59. Map your CRM to your customer journey
    60. 60. 6. Gain customer insights
    61. 61. • How well do we know our customers? • We are creating 2.5 billlion GB of data every day • In the last 2 years we have created 90% of the data on the planet
    62. 62. Customer intelligence • Analysing customer behaviour • • • • • • • • Web statistics Social media mentions, engagement Email traffic Telephone conversation logging Knowledge base usage Web searches Social media cues sentiment analysis Feedback
    63. 63. Understanding analytics 1. Who are your visitors 2. How do they get to your site 3. What do they do once they are there
    64. 64. How much Klout do you have?
    65. 65. Predictive Analytics • Want to predict who your customers will be? Predictive analytics can help do that • Tesco– can predict the exact day customers will return and the amount they will send within £10 for around 20% of their customers • issues100m personalised coupons at checkout. PA has increased redemption rates x 4 times. • Mobile phone company – have successfully predicted mobile subscribers that are 10x more likely than average to cancel • HP – PA models generate ‘flight risk’ score for all employees. Estimates $300m savings
    66. 66. • LA Police • Review 13 million past crimes to predict current behaviour
    67. 67. Gain customer insights • Look at what data you store, Analytics, Social, e-news, • Review your Klout (or Peer review) score against your competitors • Look at where your business could gain more data • Think about Predictive Analytics
    68. 68. New ways to win and keep customers
    69. 69. Find out more • • twitter @superfastbiz • Facebook • join our LinkedIn group 'Superfast Business SW' • • 0845 603 8593
    70. 70. Questions?