Guerrilla Marketing

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A presentation delivered to the North and West Wilts FSB on Thursday March 10th at Whitley Golf Club, Melksham

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Guerrilla Marketing

  1. 1. Guerrilla e-marketing Join the r-evolutionwww.businesslink.gov.uk/southwest/eventspresentations 1
  2. 2. www.businesslink.gov.uk/southwest/eventspresentations 2
  3. 3. Noah Kalina 17m views on YouTube in 3 years Now that’s the magic of web marketingwww.businesslink.gov.uk/southwest/eventspresentations 3
  4. 4. Guerrilla e-marketing Join the r-evolutionwww.businesslink.gov.uk/southwest/eventspresentations 4
  5. 5. www.businesslink.gov.uk/southwest/eventspresentations 5
  6. 6. House Keeping – FIRE!!!!!www.businesslink.gov.uk/southwest/eventspresentations 6
  7. 7. House Keeping - Comfortwww.businesslink.gov.uk/southwest/eventspresentations 7
  8. 8. House Keeping – Peace Keepingwww.businesslink.gov.uk/southwest/eventspresentations 8
  9. 9. Introduction – Andy Poulton, IT Specialistwww.businesslink.gov.uk/southwest/eventspresentations 9
  10. 10. www.businesslink.gov.uk/southwest/eventspresentations 10
  11. 11. www.businesslink.gov.uk/southwest/eventspresentations 11
  12. 12. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 12
  13. 13. World Wide Web – Reality Checkwww.businesslink.gov.uk/southwest/eventspresentations 13
  14. 14. World Wide Web – Reality Check Vast Market Opportunitywww.businesslink.gov.uk/southwest/eventspresentations 14
  15. 15. World Wide Web – Reality Check 6.5 Bn 1.5 Bn 46mwww.businesslink.gov.uk/southwest/eventspresentations 15
  16. 16. World Wide Web – Reality Check Lots of money spent onlinewww.businesslink.gov.uk/southwest/eventspresentations 16
  17. 17. World Wide Web – Reality Check 2009 2010£88 bn £118 bn£150 bn £200 bnwww.businesslink.gov.uk/southwest/eventspresentations 17
  18. 18. • World Wide Web – Reality Check 120 118 100 80 88 60 64.3 40 46.6 £ Bn 29.8 20 20.4 0 2005 2006 2007 2008 2009 2010Source IMRGwww.businesslink.gov.uk/southwest/eventspresentations 18
  19. 19. World Wide Web – Reality Check New ways of working means People spend more and more time onlinewww.businesslink.gov.uk/southwest/eventspresentations 19
  20. 20. World Wide Web – Reality CheckPCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4Gwww.businesslink.gov.uk/southwest/eventspresentations 20
  21. 21. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 21
  22. 22. Online Networkswww.businesslink.gov.uk/southwest/eventspresentations 22
  23. 23. 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 returnwww.businesslink.gov.uk/southwest/eventspresentations 23
  24. 24. www.businesslink.gov.uk/southwest/eventspresentations 24
  25. 25. Average age distribution across social network sites 25% 19% 18% 15% 10% 9% 3% 0-17 18-24 25-34 35-44 45-54 55-64 65+www.businesslink.gov.uk/southwest/eventspresentations Data source: Google Ad Planner 25
  26. 26. Social NetworksSocial Media is the No. 1 online activitywww.businesslink.gov.uk/southwest/eventspresentations 26
  27. 27. Social Networks 2/3rds of the Global Internet population visit Social Networkswww.businesslink.gov.uk/southwest/eventspresentations 27
  28. 28. Social Networks 10% of allinternet time isspent on Social Networkswww.businesslink.gov.uk/southwest/eventspresentations 28
  29. 29. Social Networks www.facebook.comwww.businesslink.gov.uk/southwest/eventspresentations 29
  30. 30. Facebook If Facebook was a country it would be1/ China2/ India3/ Facebook4/ USAwww.businesslink.gov.uk/southwest/eventspresentations 30
  31. 31. Facebook Adds 1/2m users every daywww.businesslink.gov.uk/southwest/eventspresentations 31
  32. 32. Facebook 5bn minutes spent on Facebook EVERY daywww.businesslink.gov.uk/southwest/eventspresentations 32
  33. 33. Facebook 1bn• web links• news stories• blog postsshared each weekwww.businesslink.gov.uk/southwest/eventspresentations 33
  34. 34. Facebook Facebook now has a greater share of the internet thanwww.businesslink.gov.uk/southwest/eventspresentations 34
  35. 35. Facebook 3 Types of presence • Profile – personal • Page – for businesses • Groups - for anyone Each has unique benefits and negatives. Research to ensure you choose what’s best for you.www.businesslink.gov.uk/southwest/eventspresentations 35
  36. 36. Facebook – Advertising • Targeted • Either Cost per Click or Cost per 1,000 impressions • Measurable • Controllable • Daily Budget • Scheduling • Test, Measure, Feedbackwww.businesslink.gov.uk/southwest/eventspresentations 36
  37. 37. Business Networkswww.businesslink.gov.uk/southwest/eventspresentations 37
  38. 38. Linkedin – Networking for Professionalswww.businesslink.gov.uk/southwest/eventspresentations 38
  39. 39. Linkedin – Networking for Professionals 90 millionregistered professional users in more than 200 countrieswww.businesslink.gov.uk/southwest/eventspresentations 39
  40. 40. Linkedin – Networking for Professionals More than 50% located outside of the USAwww.businesslink.gov.uk/southwest/eventspresentations 40
  41. 41. Linkedin – Networking for Professionals More than 1mcompanies have a LinkedinCompany Pagewww.businesslink.gov.uk/southwest/eventspresentations 41
  42. 42. Linkedin – Networking for Professionals Adds 1m new members every 12 dayswww.businesslink.gov.uk/southwest/eventspresentations 42
  43. 43. Linkedin – Networking for Professionals More than 2bnpeople searches in 2010www.businesslink.gov.uk/southwest/eventspresentations 43
  44. 44. Linkedin – Profile Personal Profile Company Profilewww.businesslink.gov.uk/southwest/eventspresentations 44
  45. 45. Linkedin – Advertise • Targeted • Either Cost per Click or Cost per 1,000 impressions • Measurable • Controllable • Daily Budget • Scheduling • Test, Measure, Feedbackwww.businesslink.gov.uk/southwest/eventspresentations 45
  46. 46. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 46
  47. 47. www.businesslink.gov.uk/southwest/eventspresentations 47
  48. 48. Viral Marketing – How & Why • Get other people to do your marketing for you • It’s free • Give them something in return if possiblewww.businesslink.gov.uk/southwest/eventspresentations 48
  49. 49. Viral Marketing – How & Why 20 20 x 20 400 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2mwww.businesslink.gov.uk/southwest/eventspresentations 49
  50. 50. Viral Marketing – How & Why The Thresher ‘Virus’www.businesslink.gov.uk/southwest/eventspresentations 50
  51. 51. Viral Marketing – How & Why • Discount Voucher intended for Suppliers and their Friends • Circulated via chat-rooms, blogs and email 800,000 timeswww.businesslink.gov.uk/southwest/eventspresentations 51
  52. 52. Viral Marketing – How & Why • Created queues outside stores • National TV news coverage • National Radio coverage • National Print news coverage • Generated a rumoured £15m T/Owww.businesslink.gov.uk/southwest/eventspresentations 52
  53. 53. Britain’s Got Talent Over 70m viewings in 1 weekwww.businesslink.gov.uk/southwest/eventspresentations 53
  54. 54. Viral Marketing -How • Refer a friend • Competitions • Videowww.businesslink.gov.uk/southwest/eventspresentations 54
  55. 55. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 55
  56. 56. Video Marketingwww.businesslink.gov.uk/southwest/eventspresentations 56
  57. 57. Video Marketing 2nd most searched site on the internetwww.businesslink.gov.uk/southwest/eventspresentations 57
  58. 58. Video Marketing 2bn videos watched every daywww.businesslink.gov.uk/southwest/eventspresentations 58
  59. 59. Video Marketing 24 hours of new content uploaded every minutewww.businesslink.gov.uk/southwest/eventspresentations 59
  60. 60. Video Marketing Average person spends 15 minutes on YouTube every daywww.businesslink.gov.uk/southwest/eventspresentations 60
  61. 61. Video Marketing 70% of YouTube activity takes place outside of the USAwww.businesslink.gov.uk/southwest/eventspresentations 61
  62. 62. Video Marketing YouTube clips now incorporated in Google Search resultswww.businesslink.gov.uk/southwest/eventspresentations 62
  63. 63. Video Marketing Your Video • Outsource to Video Production Company • DIYwww.businesslink.gov.uk/southwest/eventspresentations 63
  64. 64. Video Marketing Your Videowww.businesslink.gov.uk/southwest/eventspresentations 64
  65. 65. Video Marketing Your Videowww.businesslink.gov.uk/southwest/eventspresentations 65
  66. 66. Team Pixiewww.businesslink.gov.uk/southwest/eventspresentations 66
  67. 67. Video Marketing Your Video • Get a feel for YouTube • Look at the competition • Look for an angle •Think how else it could be usedwww.businesslink.gov.uk/southwest/eventspresentations 67
  68. 68. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 68
  69. 69. www.businesslink.gov.uk/southwest/eventspresentations 69
  70. 70. 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 updatedwww.businesslink.gov.uk/southwest/eventspresentations 70
  71. 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 saywww.businesslink.gov.uk/southwest/eventspresentations 71
  72. 72. Blogging – Where www.blogger.com www.wordpress.comwww.businesslink.gov.uk/southwest/eventspresentations 72
  73. 73. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 73
  74. 74. TWITTERwww.businesslink.gov.uk/southwest/eventspresentations 74
  75. 75. www.businesslink.gov.uk/southwest/eventspresentations 75
  76. 76. Twitterwww.businesslink.gov.uk/southwest/eventspresentations 76
  77. 77. Twitter – Who185m 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 Neil Ryder – If Only Bryony Thomas – Clear Thought Consultingwww.businesslink.gov.uk/southwest/eventspresentations 77
  78. 78. Twitter – Why • Easy to use • Easy way to keep in touch • A way to reach potentially large market • Short sharp communication toolwww.businesslink.gov.uk/southwest/eventspresentations 78
  79. 79. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 79
  80. 80. Appswww.businesslink.gov.uk/southwest/eventspresentations 80
  81. 81. Apps • Great for brand awareness • Great for “going viral” • Brand visibility every time someone uses their Mobile • Can cost as little as £5,000 to develop • Even a bad app is downloaded 100,000 timeswww.businesslink.gov.uk/southwest/eventspresentations 81
  82. 82. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 82
  83. 83. What’s on the Horizon?www.businesslink.gov.uk/southwest/eventspresentations 83
  84. 84. Location Marketingwww.businesslink.gov.uk/southwest/eventspresentations 84
  85. 85. Location Marketingwww.businesslink.gov.uk/southwest/eventspresentations 85
  86. 86. Augmented Realitywww.businesslink.gov.uk/southwest/eventspresentations 86
  87. 87. www.businesslink.gov.uk/southwest/eventspresentations 87
  88. 88. Grouponwww.businesslink.gov.uk/southwest/eventspresentations 88
  89. 89. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 89
  90. 90. Old Hat – but still relevantwww.businesslink.gov.uk/southwest/eventspresentations 90
  91. 91. www.businesslink.gov.uk/southwest/eventspresentations 91
  92. 92. Probably the greatest marketing opportunity known!www.businesslink.gov.uk/southwest/eventspresentations 92
  93. 93. Email Marketingwww.businesslink.gov.uk/southwest/eventspresentations 93
  94. 94. Agenda • The Web – Reality Check • Networking - Online • Going Viral • Video Marketing • Blogging • Twitter • Apps • On the Horizon • Old Hatwww.businesslink.gov.uk/southwest/eventspresentations 94
  95. 95. ContactAndy PoultonBusiness LinkM: 07966 547146E: andy.poulton@businesslinksw.co.ukwww.businesslink.gov.uk/southwest/eventspresentations 95
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