Guerrilla marketing-Bath-2011
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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.

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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Guerrilla marketing-Bath-2011 Guerrilla marketing-Bath-2011 Presentation Transcript

  • Guerrilla e-marketing
    Join the r-evolution
  • Agenda
    • Introduction
    • Reality Check
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
  • World Wide Web – Reality Check
  • World Wide Web – Reality Check
    Vast Market
    Opportunity
  • World Wide Web – Reality Check
    6.9 Bn
    1.8 Bn
    46m
  • World Wide Web – Reality Check
    Lots of money spent online
  • World Wide Web – Reality Check
    2009 2010
    £88 bn £118 bn
    £150 bn £200 bn
  • World Wide Web – Reality Check
    118
    88
    64.3
    £ Bn
    46.6
    29.8
    20.4
    Source IMRG
  • World Wide Web – Reality Check
    New ways of working means
    People spend more and moretime online
  • World Wide Web – Reality Check
    PC
    Laptop
    Netbook
    iPad
    iPhone
    Smart Phone
    WiFi
    3G
    4G
  • 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?
  • Is your site ready?
    The right name
    The right site
  • 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 usedPrint In conversation
  • 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
  • Choosing a name – The Bad
    www.phones4u.co.uk
    www.toys2wish4.com
    www.4learning.com
    www.any-domain-with-too-many-hyphens.co.uk
  • Choosing a name – The Ugly
    www.speedofart.com
  • Choosing a name – The Ugly
    www.whorepresents.com
  • Choosing a name – The Ugly
    www.penisland.net
  • Is your site ready?
    Do the pages open quickly?
    Is it easy to navigate?
    Loaded with compelling and relevant content?
  • Does it Grab the Attention?
    A –
    I –
    D –
    A –
    Grab their ATTENTION
    Generate an INTEREST
    Build the DESIRE
    Promote the ACTION
  • 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!
  • 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
  • Agenda
    • Introduction
    • Reality Check
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
  • Online Networks
  • Social Networks
  • Average age distribution across social network sites
    25%
    19%
    18%
    15%
    10%
    9%
    3%
    18-24
    0-17
    25-34
    35-44
    45-54
    55-64
    65+
    Data source: Google Ad Planner
  • Social Networks
    Social Media is the
    No. 1
    online activity
  • Social Networks
    2/3rds of the Global Internet population visit Social Networks
  • Social Networks
    10% of all internet time is spent on Social Networks
  • Social Networks
    www.facebook.com
  • Facebook
    If Facebook was a country it would be
    1/ China
    2/ India
    3/ Facebook
    4/ USA
  • Facebook
    Adds 1/2musers every day
  • Facebook
    5bn minutesspent on Facebook EVERY day
  • Facebook
    1bn
    • web links
    • news stories
    • blog posts
    shared each week
  • Facebook
    Facebook now has a greatershare of theinternet than
  • Online Networks – How
    www.facebook.com
  • Facebook – Getting Started
    3 Types of presence
    • Profile – personal
    • Can join groups
    • Ugly URL
    • Indexed by Search Engines
  • Facebook – Getting Started
    3 Types of presence
    • Page – business
    • Can’t Join Groups
    • Can host apps
    • “Vanity” URL
    • Indexed by Search Engines
    • Visitor stats available
    Best for brands and businesses
  • Facebook – Getting Started
    3 Types of presence
    • Group – both
    • Linked to Site Admin
    • New members have to be approved
    • Send “Direct” messages to members
    • Ugly URL
    Great for organising at a personal level and smaller scale interactions [<5000 members]
  • Facebook – Getting Started – build profile
  • Facebook – Getting Started – build page
  • Facebook – Getting Started – Join In
  • Facebook – Advertising
    • Targeted
    • Either Cost per Click or Cost per 1,000 impressions
    • Measurable
    • Controllable
    • Daily Budget
    • Scheduling
    • Test, Measure, Feedback
  • 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
  • Agenda
    • Introduction
    • Reality Check
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
  • Business Networks
  • Linkedin – Networking for Professionals
    Over 100 million
    registered professional users in more than
    200 countries
  • Linkedin – Networking for Professionals
    More than 50%located outside of the USA
  • Linkedin – Networking for Professionals
    More than 1.5mcompanies have a Linkedin Company Page
  • Linkedin – Networking for Professionals
    Adds 1mnew members every 12 days
  • Linkedin – Networking for Professionals
    More than 2bnpeople searchesin 2010
  • Linkedin – Networking for Professionals
    www.linkedin.com
  • Linkedin – Getting Started – build profile
  • Linkedin – Getting Started – make contacts
  • Linkedin – Getting Started – find groups
  • Linkedin – Getting Started – Answers
  • Linkedin – Advertise
    • Targeted
    • Either Cost per Click or Cost per 1,000 impressions
    • Measurable
    • Controllable
    • Daily Budget
    • Scheduling
    • Test, Measure, Feedback
  • Agenda
    • Introduction
    • Reality Check
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
  • Viral Marketing – How & Why
    Get other people to do your marketing for you
    It’s free
    Give them something in return if possible
  • 20
    400
    20 x 20
    400 x 20
    8000
    8000 x 20
    160,000
    3.2m
    160,000 x 20
    Viral Marketing – How & Why
  • Viral Marketing – How & Why
    The Thresher ‘Virus’
  • Viral Marketing – How & Why
    • Discount Voucher intended for Suppliers and their Friends
    • Circulated via chat-rooms, blogs and email 800,000 times
  • Viral Marketing – How & Why
    • Created queues outside stores
    • National TV news coverage
    • National Radio coverage
    • National Print news coverage
    • Generated a rumoured £15m T/O
  • Viral Marketing -How
    Refer a friend
    Competitions
    Video
  • Agenda
    • Introduction
    • Reality Check
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
  • Video Marketing
  • Video Marketing
    2ndmost searchedsite on theinternet
  • Video Marketing
    3bnvideos watchedevery day
  • Video Marketing
    24 hoursof new contentuploaded everyminute
  • Video Marketing
    Average personspends15 minuteson YouTube every day
  • Video Marketing
    70% of YouTube activity takes place outside of the USA
  • Video Marketing
    YouTube clips now incorporated in Google Search results
  • Video Marketing
    Your Video
    • Outsource to Video Production Company
    • DIY
  • Video Marketing
    Your Video
  • Video Marketing
    Your Video
  • Video Marketing
  • Video Marketing
    Your Video
    • Look for an angle
    • Look for the competition
    • Get a feel for YouTube
    • Think how else it could be used
  • 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
  • Agenda
    • Introduction
    • Reality Check
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
  • Email Marketing
  • 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
  • Why Email Marketing?
    It’s Not Expensive
  • Why Email Marketing?
    It’s Effective
  • Why Email Marketing?
  • 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
  • Email Marketing – Key Elements to success
    Quality Content
    • Relevant
    • Tailored
    • GRAB attention
    • Frequency
    • Monitor, Measure, Feedback - repeat
  • Email Marketing – Measure by Measure
    What can be measured
    • Number of emails sent
    • Number of bounces
    • Number opened
    • Number deleted without opening
    • Action taken
  • Email Marketing – Measure by Measure
  • 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
  • Agenda
    • Introduction
    • Reality Check
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
  • 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
  • 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
  • It’s really easy to set up and run a blog
    1/ Sign up
    2/ Choose a look
    3/ Get typing
  • Blogging – Where
    www.blogger.com
    www.wordpress.com
  • Agenda
    • Introduction
    • Reality Check
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
  • TWITTER
  • Twitter
  • Twitter – Who
    220m Businesses and Individuals
    International companiesCiscoIBMDell
    Informational ServicesNasaMarketing DonutStartup Donut
    Respected News ServicesBBCCNNDaily TelegraphBath Chronicle
    CelebritiesDemi MooreOprahStephen FryJonathan RossBritney Spears
    Small BusinessesWilliam Grant – FoxGrantWarren Cass – Business SceneLindsay Smith – Team PixieFiona Davies – Flame InteriorsAnthony Lloyd – Fallowfields HotelNeil Ryder – If OnlyBryony Thomas – Clear Thought Consulting
    PoliticiansDon FosterJacob Rees-MoggKerry McCarthyDuncan Hames
  • Twitter – Why
    • Easy to use
    • Easy way to keep in touch
    • A way to reach potentially large market
    • Short sharp communication tool
  • Twitter – How
    Go to www.twitter.com
  • Twitter – How
    Write a short profile
  • Twitter – How
    Find People to Follow
  • Twitter – What to Tweet
    Anything
  • Summary
    • Introduction
    • Reality Check
    • Social Networks
    • Business Networks
    • Viral
    • Video Marketing
    • Email Marketing
    • Blogging
    • Twitter
  • Thank You
    Andy PoultonBusiness LinkM: 07966 547146andy.poulton@businesslinksw.co.uk
    andypoulton
    andypoulton