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Guerrilla e-marketing<br />Join the r-evolution<br />
Agenda<br /><ul><li>Introduction
Reality Check
 Social Networks
 Business Networks
 Viral
 Video Marketing
 Email Marketing
 Blogging
 Twitter</li></li></ul><li>World Wide Web – Reality Check<br />
World Wide Web – Reality Check<br />Vast Market <br />Opportunity<br />
World Wide Web – Reality Check<br />6.9 Bn<br />1.8 Bn<br />46m<br />
World Wide Web – Reality Check<br />Lots of money spent online<br />
World Wide Web – Reality Check<br />2009       2010<br />£88 bn    £118 bn<br />£150 bn  £200 bn<br />
World Wide Web – Reality Check<br />118<br />88<br />64.3<br />£ Bn<br />46.6<br />29.8<br />20.4<br />Source IMRG<br />
World Wide Web – Reality Check<br />New ways of working means<br />People spend more and moretime online<br />
World Wide Web – Reality Check<br />PC<br />Laptop<br />Netbook<br />iPad<br />iPhone<br />Smart Phone<br />WiFi<br />3G<b...
Is your business ready?<br />Do you have<br /><ul><li>  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?</li></li></ul><li>Is your site ready?<br />The right name<br />The right site<br />
Choosing a domain name<br /><ul><li>  What name could you use?Business name		Service name		Product name
Short is good
  Think about how and where it will be usedPrint		In conversation</li></li></ul><li>Choosing a name – The Good<br />www.di...
Choosing a name – The Bad<br />www.phones4u.co.uk<br />www.toys2wish4.com<br />www.4learning.com<br />www.any-domain-with-...
Choosing a name – The Ugly<br />www.speedofart.com<br />
Choosing a name – The Ugly<br />www.whorepresents.com<br />
Choosing a name – The Ugly<br />www.penisland.net<br />
Is your site ready?<br />Do the pages open quickly?<br />Is it easy to navigate?<br />Loaded with compelling and relevant ...
Does it Grab the Attention?<br />A – <br />I – <br />D – <br />A – <br />Grab their ATTENTION<br />Generate an INTEREST<br...
Marketing – what we know <br />In 1873, John Wanamaker, father of the department store said<br />50% of marketing works<br...
Marketing – what we know <br />Everything on the internet can be measured<br />You just have to know how<br />If it can’t ...
Agenda<br /><ul><li>Introduction
Reality Check
 Social Networks
 Business Networks
 Viral
 Video Marketing
 Email Marketing
 Blogging
 Twitter</li></li></ul><li>Online Networks<br />
Social Networks<br />
Average age distribution across social network sites<br />25%<br />19%<br />18%<br />15%<br />10%<br />9%<br />3%<br />18-...
Social Networks<br />Social Media is the <br />No. 1 <br />online activity<br />
Social Networks<br />2/3rds of the Global Internet population visit Social Networks<br />
Social Networks<br />10% of all internet time is spent on Social Networks<br />
Social Networks<br />www.facebook.com<br />
Facebook<br />If Facebook was a country it would be<br />1/ China<br />2/ India<br />3/ Facebook<br />4/ USA<br />
Facebook<br />Adds 1/2musers every day<br />
Facebook<br />5bn minutesspent on Facebook EVERY day<br />
Facebook<br />1bn<br /><ul><li>web links
news stories
blog posts</li></ul>shared each week<br />
Facebook<br />Facebook now has a greatershare of theinternet than<br />
Online Networks – How<br />www.facebook.com<br />
Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Profile – personal
Can join groups
 Ugly URL
 Indexed by Search Engines</li></li></ul><li>Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Page – busi...
Can’t Join Groups
 Can host apps
 “Vanity” URL
 Indexed by Search Engines
 Visitor stats available</li></ul>Best for brands and businesses<br />
Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Group – both
Linked to Site Admin
 New members have to be approved
  Send “Direct” messages to members
 Ugly URL</li></ul>Great for organising at a personal level and smaller scale interactions [<5000 members]<br />
Facebook – Getting Started – build profile<br />
Facebook – Getting Started – build page<br />
Facebook – Getting Started – Join In<br />
Facebook – Advertising<br /><ul><li>Targeted
Either Cost per Click or Cost per 1,000 impressions
Measurable
Controllable
Daily Budget
Scheduling
Test, Measure, Feedback</li></li></ul><li>Social Networks – Build your profile - Groups<br /><ul><li> Search for groups
 Join some groups
 Start your own group
 Contribute and add value
 Link back to your website</li></li></ul><li>Agenda<br /><ul><li> Introduction
Reality Check
 Social Networks
 Business Networks
 Viral
 Video Marketing
 Email Marketing
 Blogging
 Twitter</li></li></ul><li>Business Networks<br />
Linkedin – Networking for Professionals<br />Over 100 million<br />registered professional users in more than<br />200 cou...
Linkedin – Networking for Professionals<br />More than 50%located outside of the USA<br />
Linkedin – Networking for Professionals<br />More than 1.5mcompanies have a Linkedin Company Page<br />
Linkedin – Networking for Professionals<br />Adds 1mnew members every 12 days<br />
Linkedin – Networking for Professionals<br />More than 2bnpeople searchesin 2010<br />
Linkedin – Networking for Professionals<br />www.linkedin.com<br />
Linkedin – Getting Started – build profile<br />
Linkedin – Getting Started – make contacts<br />
Linkedin – Getting Started – find groups<br />
Linkedin – Getting Started – Answers<br />
Linkedin – Advertise<br /><ul><li>Targeted
Either Cost per Click or Cost per 1,000 impressions
Measurable
Controllable
Daily Budget
Scheduling
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Guerrilla marketing-Bath-2011

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A morning workshop delivered to over 60 delegates at Bailbrook House Hotel in Bath exploring a wide variety of Social Media Marketing opportunities for business.

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Transcript of "Guerrilla marketing-Bath-2011"

  1. 1. Guerrilla e-marketing<br />Join the r-evolution<br />
  2. 2. Agenda<br /><ul><li>Introduction
  3. 3. Reality Check
  4. 4. Social Networks
  5. 5. Business Networks
  6. 6. Viral
  7. 7. Video Marketing
  8. 8. Email Marketing
  9. 9. Blogging
  10. 10. Twitter</li></li></ul><li>World Wide Web – Reality Check<br />
  11. 11. World Wide Web – Reality Check<br />Vast Market <br />Opportunity<br />
  12. 12. World Wide Web – Reality Check<br />6.9 Bn<br />1.8 Bn<br />46m<br />
  13. 13. World Wide Web – Reality Check<br />Lots of money spent online<br />
  14. 14. World Wide Web – Reality Check<br />2009 2010<br />£88 bn £118 bn<br />£150 bn £200 bn<br />
  15. 15. World Wide Web – Reality Check<br />118<br />88<br />64.3<br />£ Bn<br />46.6<br />29.8<br />20.4<br />Source IMRG<br />
  16. 16. World Wide Web – Reality Check<br />New ways of working means<br />People spend more and moretime online<br />
  17. 17. World Wide Web – Reality Check<br />PC<br />Laptop<br />Netbook<br />iPad<br />iPhone<br />Smart Phone<br />WiFi<br />3G<br />4G<br />
  18. 18. Is your business ready?<br />Do you have<br /><ul><li> Phone systems in place to deal with calls?
  19. 19. People to deal with enquiries?
  20. 20. Stock to deal with uplift in orders?
  21. 21. Logistics in place to deliver on new orders?
  22. 22. Cashflow to meet increased demand?</li></li></ul><li>Is your site ready?<br />The right name<br />The right site<br />
  23. 23. Choosing a domain name<br /><ul><li> What name could you use?Business name Service name Product name
  24. 24. Short is good
  25. 25. Think about how and where it will be usedPrint In conversation</li></li></ul><li>Choosing a name – The Good<br />www.diy.com<br />www.bbc.co.uk<br />www.cadbury.co.uk<br />www.wispa.co.uk<br />www.formula1.com<br />www.tesco.co.uk<br />
  26. 26. Choosing a name – The Bad<br />www.phones4u.co.uk<br />www.toys2wish4.com<br />www.4learning.com<br />www.any-domain-with-too-many-hyphens.co.uk<br />
  27. 27. Choosing a name – The Ugly<br />www.speedofart.com<br />
  28. 28. Choosing a name – The Ugly<br />www.whorepresents.com<br />
  29. 29. Choosing a name – The Ugly<br />www.penisland.net<br />
  30. 30. Is your site ready?<br />Do the pages open quickly?<br />Is it easy to navigate?<br />Loaded with compelling and relevant content?<br />
  31. 31. Does it Grab the Attention?<br />A – <br />I – <br />D – <br />A – <br />Grab their ATTENTION<br />Generate an INTEREST<br />Build the DESIRE<br />Promote the ACTION<br />
  32. 32. Marketing – what we know <br />In 1873, John Wanamaker, father of the department store said<br />50% of marketing works<br />We don’t know which 50%<br />…….however, this is the traditional view in a pre-internet world!<br />
  33. 33. Marketing – what we know <br />Everything on the internet can be measured<br />You just have to know how<br />If it can’t be measured – it’s probably not worth doing<br />
  34. 34. Agenda<br /><ul><li>Introduction
  35. 35. Reality Check
  36. 36. Social Networks
  37. 37. Business Networks
  38. 38. Viral
  39. 39. Video Marketing
  40. 40. Email Marketing
  41. 41. Blogging
  42. 42. Twitter</li></li></ul><li>Online Networks<br />
  43. 43. Social Networks<br />
  44. 44. Average age distribution across social network sites<br />25%<br />19%<br />18%<br />15%<br />10%<br />9%<br />3%<br />18-24<br />0-17<br />25-34<br />35-44<br />45-54<br />55-64<br />65+<br />Data source: Google Ad Planner<br />
  45. 45. Social Networks<br />Social Media is the <br />No. 1 <br />online activity<br />
  46. 46. Social Networks<br />2/3rds of the Global Internet population visit Social Networks<br />
  47. 47. Social Networks<br />10% of all internet time is spent on Social Networks<br />
  48. 48. Social Networks<br />www.facebook.com<br />
  49. 49. Facebook<br />If Facebook was a country it would be<br />1/ China<br />2/ India<br />3/ Facebook<br />4/ USA<br />
  50. 50. Facebook<br />Adds 1/2musers every day<br />
  51. 51. Facebook<br />5bn minutesspent on Facebook EVERY day<br />
  52. 52. Facebook<br />1bn<br /><ul><li>web links
  53. 53. news stories
  54. 54. blog posts</li></ul>shared each week<br />
  55. 55. Facebook<br />Facebook now has a greatershare of theinternet than<br />
  56. 56. Online Networks – How<br />www.facebook.com<br />
  57. 57. Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Profile – personal
  58. 58. Can join groups
  59. 59. Ugly URL
  60. 60. Indexed by Search Engines</li></li></ul><li>Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Page – business
  61. 61. Can’t Join Groups
  62. 62. Can host apps
  63. 63. “Vanity” URL
  64. 64. Indexed by Search Engines
  65. 65. Visitor stats available</li></ul>Best for brands and businesses<br />
  66. 66. Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Group – both
  67. 67. Linked to Site Admin
  68. 68. New members have to be approved
  69. 69. Send “Direct” messages to members
  70. 70. Ugly URL</li></ul>Great for organising at a personal level and smaller scale interactions [<5000 members]<br />
  71. 71. Facebook – Getting Started – build profile<br />
  72. 72. Facebook – Getting Started – build page<br />
  73. 73. Facebook – Getting Started – Join In<br />
  74. 74. Facebook – Advertising<br /><ul><li>Targeted
  75. 75. Either Cost per Click or Cost per 1,000 impressions
  76. 76. Measurable
  77. 77. Controllable
  78. 78. Daily Budget
  79. 79. Scheduling
  80. 80. Test, Measure, Feedback</li></li></ul><li>Social Networks – Build your profile - Groups<br /><ul><li> Search for groups
  81. 81. Join some groups
  82. 82. Start your own group
  83. 83. Contribute and add value
  84. 84. Link back to your website</li></li></ul><li>Agenda<br /><ul><li> Introduction
  85. 85. Reality Check
  86. 86. Social Networks
  87. 87. Business Networks
  88. 88. Viral
  89. 89. Video Marketing
  90. 90. Email Marketing
  91. 91. Blogging
  92. 92. Twitter</li></li></ul><li>Business Networks<br />
  93. 93. Linkedin – Networking for Professionals<br />Over 100 million<br />registered professional users in more than<br />200 countries<br />
  94. 94. Linkedin – Networking for Professionals<br />More than 50%located outside of the USA<br />
  95. 95. Linkedin – Networking for Professionals<br />More than 1.5mcompanies have a Linkedin Company Page<br />
  96. 96. Linkedin – Networking for Professionals<br />Adds 1mnew members every 12 days<br />
  97. 97. Linkedin – Networking for Professionals<br />More than 2bnpeople searchesin 2010<br />
  98. 98. Linkedin – Networking for Professionals<br />www.linkedin.com<br />
  99. 99. Linkedin – Getting Started – build profile<br />
  100. 100. Linkedin – Getting Started – make contacts<br />
  101. 101. Linkedin – Getting Started – find groups<br />
  102. 102. Linkedin – Getting Started – Answers<br />
  103. 103. Linkedin – Advertise<br /><ul><li>Targeted
  104. 104. Either Cost per Click or Cost per 1,000 impressions
  105. 105. Measurable
  106. 106. Controllable
  107. 107. Daily Budget
  108. 108. Scheduling
  109. 109. Test, Measure, Feedback</li></li></ul><li>Agenda<br /><ul><li> Introduction
  110. 110. Reality Check
  111. 111. Social Networks
  112. 112. Business Networks
  113. 113. Viral
  114. 114. Video Marketing
  115. 115. Email Marketing
  116. 116. Blogging
  117. 117. Twitter</li></li></ul><li>
  118. 118. Viral Marketing – How & Why<br /> Get other people to do your marketing for you<br /> It’s free<br /> Give them something in return if possible<br />
  119. 119. 20<br />400<br />20 x 20<br />400 x 20<br />8000<br />8000 x 20<br />160,000<br />3.2m<br />160,000 x 20<br />Viral Marketing – How & Why<br />
  120. 120. Viral Marketing – How & Why<br />The Thresher ‘Virus’<br />
  121. 121. Viral Marketing – How & Why<br /><ul><li>Discount Voucher intended for Suppliers and their Friends
  122. 122. Circulated via chat-rooms, blogs and email 800,000 times</li></li></ul><li>Viral Marketing – How & Why<br /><ul><li>Created queues outside stores
  123. 123. National TV news coverage
  124. 124. National Radio coverage
  125. 125. National Print news coverage
  126. 126. Generated a rumoured £15m T/O</li></li></ul><li>Viral Marketing -How<br /> Refer a friend<br /> Competitions<br /> Video<br />
  127. 127. Agenda<br /><ul><li> Introduction
  128. 128. Reality Check
  129. 129. Social Networks
  130. 130. Business Networks
  131. 131. Viral
  132. 132. Video Marketing
  133. 133. Email Marketing
  134. 134. Blogging
  135. 135. Twitter</li></li></ul><li>Video Marketing <br />
  136. 136. Video Marketing <br />2ndmost searchedsite on theinternet<br />
  137. 137. Video Marketing <br />3bnvideos watchedevery day<br />
  138. 138. Video Marketing <br />24 hoursof new contentuploaded everyminute<br />
  139. 139. Video Marketing <br />Average personspends15 minuteson YouTube every day<br />
  140. 140. Video Marketing <br />70% of YouTube activity takes place outside of the USA<br />
  141. 141. Video Marketing <br />YouTube clips now incorporated in Google Search results<br />
  142. 142. Video Marketing<br />Your Video<br /><ul><li>Outsource to Video Production Company
  143. 143. DIY</li></li></ul><li>Video Marketing<br />Your Video<br />
  144. 144. Video Marketing<br />Your Video<br />
  145. 145. Video Marketing <br />
  146. 146. Video Marketing <br />Your Video<br /><ul><li> Look for an angle
  147. 147. Look for the competition
  148. 148. Get a feel for YouTube
  149. 149. Think how else it could be used</li></li></ul><li>Video Marketing <br />Your Video<br /><ul><li> Prepare prepare prepare
  150. 150. Prepare and learn your script
  151. 151. use cue cards
  152. 152. Prepare your location
  153. 153. quiet and free from disturbance
  154. 154. Prepare yourself
  155. 155. Get filming</li></li></ul><li>Agenda<br /><ul><li> Introduction
  156. 156. Reality Check
  157. 157. Social Networks
  158. 158. Business Networks
  159. 159. Viral
  160. 160. Video Marketing
  161. 161. Email Marketing
  162. 162. Blogging
  163. 163. Twitter</li></li></ul><li>Email Marketing<br />
  164. 164. Why Email Marketing?<br /><ul><li> Build Loyalty
  165. 165. Remind former clients that you are still around
  166. 166. Advise clients of full range of services
  167. 167. Provide easy access to latest – news/advice/offers</li></li></ul><li>Why Email Marketing?<br />It’s Not Expensive<br />
  168. 168.
  169. 169. Why Email Marketing?<br />It’s Effective<br />
  170. 170. Why Email Marketing?<br />
  171. 171. Email Marketing – Key Elements to success<br /><ul><li> Develop your database
  172. 172. Existing Client Data
  173. 173. Encourage Subscription through website</li></ul>Offer enticement to subscribe<br />Exclusive deals, Top Tips, early access to information<br /><ul><li> Subscription through other routes </li></li></ul><li>Email Marketing – Key Elements to success<br />Quality Content<br /><ul><li>Relevant
  174. 174. Tailored
  175. 175. GRAB attention
  176. 176. Frequency
  177. 177. Monitor, Measure, Feedback - repeat</li></li></ul><li>Email Marketing – Measure by Measure<br />What can be measured<br /><ul><li>Number of emails sent
  178. 178. Number of bounces
  179. 179. Number opened
  180. 180. Number deleted without opening
  181. 181. Action taken</li></li></ul><li>Email Marketing – Measure by Measure<br />
  182. 182. Email Marketing – Tools<br /><ul><li>Mail Chimp www.mailchimp.com
  183. 183. Vertical Response www.verticalresponse.com
  184. 184. Constant Contact www.constantcontact.com
  185. 185. iMailer www.emailtools.co.uk
  186. 186. Reality Mail www.realitymail.co.uk
  187. 187. Mailing Manager www.mailingmanager.com
  188. 188. Graphic Mail www.graphicmail.co.uk</li></li></ul><li>Agenda<br /><ul><li> Introduction
  189. 189. Reality Check
  190. 190. Social Networks
  191. 191. Business Networks
  192. 192. Viral
  193. 193. Video Marketing
  194. 194. Email Marketing
  195. 195. Blogging
  196. 196. Twitter</li></li></ul><li>
  197. 197. Blogging – Why<br /><ul><li> An easy way to update latest news
  198. 198. An informal way of communicating
  199. 199. Helps with the search engine position of your website
  200. 200. Opens your business to a wider audience
  201. 201. Helps keep your clients updated</li></li></ul><li>Blogging – When<br />When you have something to sell<br />When you have something new to offer<br />When something changes<br />When you have some news<br />When you have something to say<br />
  202. 202. It’s really easy to set up and run a blog<br />1/ Sign up<br />2/ Choose a look<br />3/ Get typing<br />
  203. 203. Blogging – Where<br />www.blogger.com<br />www.wordpress.com<br />
  204. 204. Agenda<br /><ul><li> Introduction
  205. 205. Reality Check
  206. 206. Social Networks
  207. 207. Business Networks
  208. 208. Viral
  209. 209. Video Marketing
  210. 210. Email Marketing
  211. 211. Blogging
  212. 212. Twitter</li></li></ul><li>TWITTER<br />
  213. 213. Twitter<br />
  214. 214. Twitter – Who<br />220m Businesses and Individuals <br />International companiesCiscoIBMDell<br />Informational ServicesNasaMarketing DonutStartup Donut<br />Respected News ServicesBBCCNNDaily TelegraphBath Chronicle<br />CelebritiesDemi MooreOprahStephen FryJonathan RossBritney Spears<br />Small BusinessesWilliam Grant – FoxGrantWarren Cass – Business SceneLindsay Smith – Team PixieFiona Davies – Flame InteriorsAnthony Lloyd – Fallowfields HotelNeil Ryder – If OnlyBryony Thomas – Clear Thought Consulting<br />PoliticiansDon FosterJacob Rees-MoggKerry McCarthyDuncan Hames<br />
  215. 215. Twitter – Why<br /><ul><li> Easy to use
  216. 216. Easy way to keep in touch
  217. 217. A way to reach potentially large market
  218. 218. Short sharp communication tool</li></li></ul><li>Twitter – How<br />Go to www.twitter.com<br />
  219. 219. Twitter – How<br />Write a short profile<br />
  220. 220. Twitter – How<br />Find People to Follow<br />
  221. 221. Twitter – What to Tweet<br />Anything<br />
  222. 222. Summary<br /><ul><li> Introduction
  223. 223. Reality Check
  224. 224. Social Networks
  225. 225. Business Networks
  226. 226. Viral
  227. 227. Video Marketing
  228. 228. Email Marketing
  229. 229. Blogging
  230. 230. Twitter</li></li></ul><li>Thank You<br />Andy PoultonBusiness LinkM: 07966 547146andy.poulton@businesslinksw.co.uk<br />andypoulton<br /> andypoulton<br />
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