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Guerrilla e-marketinghttp://goo.gl/j9kps      Join the r-evolution   1
Introduction - Business Link – Services     What’s next?     • Make contact                           Business Link       ...
Agenda      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral   ...
World Wide Web – The World Wide WHY!           Vast Market Opportunityhttp://goo.gl/j9kps                    4
World Wide Web – The World Wide WHY!    Lots of money spent onlinehttp://goo.gl/j9kps                    5
World Wide Web – The World Wide WHY!          New ways of working means  People spend more and more time               onl...
PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4Ghttp://goo.gl/j9kps   7
World Wide Web – The World Wide WHY!                      Less Paper                        Less Travelling               ...
Is your business ready?   Do you have   • Phone systems in place to deal with calls?   • People to deal with enquiries?   ...
Is your site ready?                      The right name                      The right sitehttp://goo.gl/j9kps            ...
Choosing a domain name    • What name could you use?                      Business name                      Service name ...
Choosing a name – The Good     www.diy.com     www.bbc.co.uk     www.cadbury.co.uk     www.wispa.co.uk     www.formula1.co...
Choosing a name – The Bad      www.phones4u.co.uk      www.toys2wish4.com      www.4learning.com      www.any-domain-with-...
Choosing a name – The Uglyhttp://goo.gl/j9kps          14
Choosing a name – The Uglyhttp://goo.gl/j9kps          15
Choosing a name – The Uglyhttp://goo.gl/j9kps          16
Is your site ready? Do the pages open quickly?  Is it easy to navigate? Loaded with compelling and relevant content?http:/...
Does it Grab the Attention?   A – Grab their ATTENTION   I – Generate an INTEREST   D – Build the DESIRE   A – Promote the...
Marketing – what we knowIn 1873, John Wanamaker, father of the department store said               50% of marketing works ...
Marketing – what we know           Everything on the internet can be measured                      You just have to know h...
Agenda      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral   ...
http://goo.gl/j9kps                      Business Networks   22
Online Networks – Why   • Stay in touch with existing clients   • Reach out to new audiences and markets   • Better unders...
Facebook – The Big Daddyhttp://goo.gl/j9kps        24
Online Networking - Why                      Reach new audiences   • Facebook         – 550m   • MySpace          – 110m  ...
Online Networks – How                      www.facebook.comhttp://goo.gl/j9kps                      26
Facebook – Getting Started  3 Types of presence  • Profile – personal             o Can join groups             o Ugly URL...
Facebook – Getting Started     3 Types of presence     • Page – business                o Can’t Join Groups               ...
Facebook – Getting Started     3 Types of presence     • Group – both                o Linked to Site Admin               ...
Facebook – Getting Started – build profilehttp://goo.gl/j9kps                          30
Facebook – Getting Started – build pagehttp://goo.gl/j9kps                       31
Facebook – Getting Started – Join Inhttp://goo.gl/j9kps                    32
Social Networks – Build your profile - Groups • Search for groups • Join some groups • Start your own group • Contribute a...
Agenda      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral   ...
Business Networkshttp://goo.gl/j9kps                       35
Why Business Networks?  • LinkedIn – 85 million registered professional users  • Plaxo – 15 million registered users      ...
Business Networks – 6 Degrees of Separationhttp://goo.gl/j9kps                       37
Linkedin – Networking for Professionals                      www.linkedin.comhttp://goo.gl/j9kps                       38
Linkedin – Getting Started – build profilehttp://goo.gl/j9kps                          39
Linkedin – Getting Started – make contactshttp://goo.gl/j9kps                      40
Linkedin – Getting Started – find groupshttp://goo.gl/j9kps                        41
Linkedin – Getting Started – Answershttp://goo.gl/j9kps                    42
Agenda      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral   ...
http://goo.gl/j9kps   44
Viral Marketing – How & Why      • Get other people to do your marketing for you      • It’s free      • Give them somethi...
Viral Marketing – How & Why      20           20 x 20    400                            400 x 20   8000                   ...
Viral Marketinghttp://goo.gl/j9kps   47
Viral Marketing -How      • Refer a friend      • Competitions      • Videohttp://goo.gl/j9kps      48
Britain’s Got Talent                                  Susan Boyle               Link to YouTube Clip of Susan Boyle       ...
Agenda      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral   ...
http://goo.gl/j9kps   51
Video Marketing                                You’ve been framed!                           =                            ...
Video Marketinghttp://goo.gl/j9kps   53
Video Marketing            Link to YouTube Clip of Zombie Makeup                      http://www.youtube.com/watch?v=Xrc42...
Video Marketing                      Your Video      • Look for an angle      • Look for the competition      • Get a feel...
Video Marketing                      Your Videohttp://goo.gl/j9kps                56
Video Marketing                                 Your Video      • Prepare prepare prepare                 • Prepare and le...
Agenda      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral   ...
Email Marketinghttp://goo.gl/j9kps                     59
Why Email Marketing?  • Build Loyalty  • Remind former clients that you are still around  • Advise clients of full range o...
Why Email Marketing?    It’s Not   Expensivehttp://goo.gl/j9kps    61
http://goo.gl/j9kps   62
Why Email Marketing?               It’s            Effectivehttp://goo.gl/j9kps     63
Why Email Marketing?      Sector          Sent          Delivery        Open Rate   CTR   Response   B2C                  ...
Email Marketing – Key Elements to success  • Develop your database             • Existing Client Data             • Encour...
Email Marketing – Key Elements to success        Quality Content            •    Relevant            • Tailored           ...
Email Marketing – Measure by Measure        What can be measured            •    Number of emails sent            • Number...
Email Marketing – Measure by Measurehttp://goo.gl/j9kps                    68
Email Marketing – Tools  • Mail Chimp          www.mailchimp.com  • Vertical Response   www.verticalresponse.com  • Consta...
Agenda      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral   ...
http://goo.gl/j9kps   71
Blogging – Why     •    An easy way to update latest news     •    An informal way of communicating     •    Helps with th...
Blogging – When When you have something to sell When you have something new to offer When something changes When you have ...
It’s really easy to set up and run a blog            1/ Sign up            2/ Choose a look            3/ Get typinghttp:/...
Blogging – Where          www.blogger.com                            www.wordpress.comhttp://goo.gl/j9kps                 ...
Agenda      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral   ...
TWITTERhttp://goo.gl/j9kps             77
Link to YouTube Clip of Twitter in Plain                            English                      http://www.youtube.com/wa...
Twitterhttp://goo.gl/j9kps   79
Twitter – Who185m Businesses and Individuals International companies                        Informational Services Cisco  ...
Twitter – Why     • Easy to use     • Easy way to keep in touch     • A way to reach potentially large market     • Short ...
Twitter – HowGo to www.twitter.comhttp://goo.gl/j9kps     82
Twitter – HowWrite a short profilehttp://goo.gl/j9kps     83
Twitter – HowFind People to Followhttp://goo.gl/j9kps     84
Twitter – What to Tweet   Anythinghttp://goo.gl/j9kps       85
Twitter – HowRetweeting – Going Viral on TwitterThe Event“Anything is Possible”Entrepreneurship and networking with Wilfre...
Twitter – HowRetweeting – Going Viral on Twitter                                  1,123 Followers    Re-Tweeted by    Mark...
Summary      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral  ...
Link to YouTube Clip of “What the hell is                       Social Media?”                      http://www.youtube.com...
How to eat an elephant   Ask others in the business or close              • Geeks              • Family              • Chi...
Summary      • Introduction      • Marketing – what we know      • Social Networks      • Business Networks      • Viral  ...
Thank YouAndy PoultonBusiness LinkM: 07966 547146E: andy.poulton@businesslinksw.co.ukhttp://goo.gl/j9kps                  ...
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Guerrilla marketing-2011

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Guerilla E-Marketing, presented on Thursday 3rd February at the Alveston House Hotel

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Transcript of "Guerrilla marketing-2011"

  1. 1. Guerrilla e-marketinghttp://goo.gl/j9kps Join the r-evolution 1
  2. 2. Introduction - Business Link – Services What’s next? • Make contact Business Link 0845 600 99 66 enquiry@businesslinksw.co.uk www.businesslinksw.co.ukhttp://goo.gl/j9kps 2
  3. 3. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 3
  4. 4. World Wide Web – The World Wide WHY! Vast Market Opportunityhttp://goo.gl/j9kps 4
  5. 5. World Wide Web – The World Wide WHY! Lots of money spent onlinehttp://goo.gl/j9kps 5
  6. 6. World Wide Web – The World Wide WHY! New ways of working means People spend more and more time onlinehttp://goo.gl/j9kps 6
  7. 7. PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4Ghttp://goo.gl/j9kps 7
  8. 8. World Wide Web – The World Wide WHY! Less Paper Less Travelling Less Carbon IYRE = Improve Your Resource Efficiencyhttp://goo.gl/j9kps 8
  9. 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?http://goo.gl/j9kps 9
  10. 10. Is your site ready? The right name The right sitehttp://goo.gl/j9kps 10
  11. 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 conversationhttp://goo.gl/j9kps 11
  12. 12. 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.ukhttp://goo.gl/j9kps 12
  13. 13. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.ukhttp://goo.gl/j9kps 13
  14. 14. Choosing a name – The Uglyhttp://goo.gl/j9kps 14
  15. 15. Choosing a name – The Uglyhttp://goo.gl/j9kps 15
  16. 16. Choosing a name – The Uglyhttp://goo.gl/j9kps 16
  17. 17. Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content?http://goo.gl/j9kps 17
  18. 18. Does it Grab the Attention? A – Grab their ATTENTION I – Generate an INTEREST D – Build the DESIRE A – Promote the ACTIONhttp://goo.gl/j9kps 18
  19. 19. Marketing – what we knowIn 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!http://goo.gl/j9kps 19
  20. 20. 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 doinghttp://goo.gl/j9kps 20
  21. 21. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 21
  22. 22. http://goo.gl/j9kps Business Networks 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 returnhttp://goo.gl/j9kps 23
  24. 24. Facebook – The Big Daddyhttp://goo.gl/j9kps 24
  25. 25. Online Networking - Why Reach new audiences • Facebook – 550m • MySpace – 110m • Twitter – 185m • LinkedIn – 85m • Plaxo – 15m • Ecademy – 12mhttp://goo.gl/j9kps 25
  26. 26. Online Networks – How www.facebook.comhttp://goo.gl/j9kps 26
  27. 27. Facebook – Getting Started 3 Types of presence • Profile – personal o Can join groups o Ugly URL o Indexed by Search Engineshttp://goo.gl/j9kps 27
  28. 28. Facebook – Getting Started 3 Types of presence • Page – business o Can’t Join Groups o Can host apps o “Vanity” URL o Indexed by Search Engines o Visitor stats available Best for brands and businesseshttp://goo.gl/j9kps 28
  29. 29. Facebook – Getting Started 3 Types of presence • Group – both o Linked to Site Admin o New members have to be approved o Send “Direct” messages to members o Ugly URL Great for organising at a personal level and smaller scale interactions [<5000 members]http://goo.gl/j9kps 29
  30. 30. Facebook – Getting Started – build profilehttp://goo.gl/j9kps 30
  31. 31. Facebook – Getting Started – build pagehttp://goo.gl/j9kps 31
  32. 32. Facebook – Getting Started – Join Inhttp://goo.gl/j9kps 32
  33. 33. Social Networks – Build your profile - Groups • Search for groups • Join some groups • Start your own group • Contribute and add value • Link back to your websitehttp://goo.gl/j9kps 33
  34. 34. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 34
  35. 35. Business Networkshttp://goo.gl/j9kps 35
  36. 36. Why Business Networks? • LinkedIn – 85 million registered professional users • Plaxo – 15 million registered users OPPORTUNITY! • Ecademy – 12 million registered users • Xing – 6 million registered usershttp://goo.gl/j9kps 36
  37. 37. Business Networks – 6 Degrees of Separationhttp://goo.gl/j9kps 37
  38. 38. Linkedin – Networking for Professionals www.linkedin.comhttp://goo.gl/j9kps 38
  39. 39. Linkedin – Getting Started – build profilehttp://goo.gl/j9kps 39
  40. 40. Linkedin – Getting Started – make contactshttp://goo.gl/j9kps 40
  41. 41. Linkedin – Getting Started – find groupshttp://goo.gl/j9kps 41
  42. 42. Linkedin – Getting Started – Answershttp://goo.gl/j9kps 42
  43. 43. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 43
  44. 44. http://goo.gl/j9kps 44
  45. 45. Viral Marketing – How & Why • Get other people to do your marketing for you • It’s free • Give them something in return if possiblehttp://goo.gl/j9kps 45
  46. 46. Viral Marketing – How & Why 20 20 x 20 400 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2mhttp://goo.gl/j9kps 46
  47. 47. Viral Marketinghttp://goo.gl/j9kps 47
  48. 48. Viral Marketing -How • Refer a friend • Competitions • Videohttp://goo.gl/j9kps 48
  49. 49. Britain’s Got Talent Susan Boyle Link to YouTube Clip of Susan Boyle http://www.youtube.com/watch?v=8OcQ9A-5noMhttp://goo.gl/j9kps Over 70m viewings in 1 week 49
  50. 50. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 50
  51. 51. http://goo.gl/j9kps 51
  52. 52. 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 Searchhttp://goo.gl/j9kps 52
  53. 53. Video Marketinghttp://goo.gl/j9kps 53
  54. 54. Video Marketing Link to YouTube Clip of Zombie Makeup http://www.youtube.com/watch?v=Xrc42Kt-CeEhttp://goo.gl/j9kps 54
  55. 55. Video Marketing Your Video • Look for an angle • Look for the competition • Get a feel for YouTube • Think how else it could be usedhttp://goo.gl/j9kps 55
  56. 56. Video Marketing Your Videohttp://goo.gl/j9kps 56
  57. 57. 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 filminghttp://goo.gl/j9kps 57
  58. 58. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 58
  59. 59. Email Marketinghttp://goo.gl/j9kps 59
  60. 60. 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/offershttp://goo.gl/j9kps 60
  61. 61. Why Email Marketing? It’s Not Expensivehttp://goo.gl/j9kps 61
  62. 62. http://goo.gl/j9kps 62
  63. 63. Why Email Marketing? It’s Effectivehttp://goo.gl/j9kps 63
  64. 64. 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 Surveyhttp://goo.gl/j9kps 64
  65. 65. 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 routeshttp://goo.gl/j9kps 65
  66. 66. Email Marketing – Key Elements to success Quality Content • Relevant • Tailored • GRAB attention • Frequency • Monitor, Measure, Feedback - repeathttp://goo.gl/j9kps 66
  67. 67. Email Marketing – Measure by Measure What can be measured • Number of emails sent • Number of bounces • Number opened • Number deleted without opening • Action takenhttp://goo.gl/j9kps 67
  68. 68. Email Marketing – Measure by Measurehttp://goo.gl/j9kps 68
  69. 69. 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.ukhttp://goo.gl/j9kps 69
  70. 70. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 70
  71. 71. http://goo.gl/j9kps 71
  72. 72. 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 updatedhttp://goo.gl/j9kps 72
  73. 73. 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 sayhttp://goo.gl/j9kps 73
  74. 74. It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typinghttp://goo.gl/j9kps 74
  75. 75. Blogging – Where www.blogger.com www.wordpress.comhttp://goo.gl/j9kps 75
  76. 76. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 76
  77. 77. TWITTERhttp://goo.gl/j9kps 77
  78. 78. Link to YouTube Clip of Twitter in Plain English http://www.youtube.com/watch?v=ddO9idmax0ohttp://goo.gl/j9kps 78
  79. 79. Twitterhttp://goo.gl/j9kps 79
  80. 80. 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 Politicians Neil Ryder – If Only Don Foster Bryony Thomas – Clear Thought Consulting Jacob Rees-Mogg Kerry McCarthyhttp://goo.gl/j9kps Duncan Hames 80
  81. 81. Twitter – Why • Easy to use • Easy way to keep in touch • A way to reach potentially large market • Short sharp communication toolhttp://goo.gl/j9kps 81
  82. 82. Twitter – HowGo to www.twitter.comhttp://goo.gl/j9kps 82
  83. 83. Twitter – HowWrite a short profilehttp://goo.gl/j9kps 83
  84. 84. Twitter – HowFind People to Followhttp://goo.gl/j9kps 84
  85. 85. Twitter – What to Tweet Anythinghttp://goo.gl/j9kps 85
  86. 86. Twitter – HowRetweeting – Going Viral on TwitterThe 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 Tweethttp://goo.gl/j9kps 86
  87. 87. Twitter – HowRetweeting – Going Viral on Twitter 1,123 Followers 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 Totalhttp://goo.gl/j9kps 28,792 87
  88. 88. Summary • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 88
  89. 89. Link to YouTube Clip of “What the hell is Social Media?” http://www.youtube.com/watch?v=QLd9q88ohUshttp://goo.gl/j9kps 89
  90. 90. How to eat an elephant Ask others in the business or close • Geeks • Family • Children Upskill Yourself & Your Management Team • LMAS • Strategic Development Make use of FREE resources www.businesslink.gov.uk/southwest http://entrepreneurs.about.com www.ehow.com Bring in the Experts • Networking • Consultantshttp://goo.gl/j9kps 90
  91. 91. Summary • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitterhttp://goo.gl/j9kps 91
  92. 92. Thank YouAndy PoultonBusiness LinkM: 07966 547146E: andy.poulton@businesslinksw.co.ukhttp://goo.gl/j9kps 92
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