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Guerrilla marketing-Bath-2011
Guerrilla marketing-Bath-2011
Guerrilla marketing-Bath-2011
Guerrilla marketing-Bath-2011
Guerrilla marketing-Bath-2011
Guerrilla marketing-Bath-2011
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Guerrilla marketing-Bath-2011
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.

Published in: Business, Technology
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Transcript

  • 1. Guerrilla e-marketing
    Join the r-evolution
  • 2. Agenda
  • World Wide Web – Reality Check
  • 11. World Wide Web – Reality Check
    Vast Market
    Opportunity
  • 12. World Wide Web – Reality Check
    6.9 Bn
    1.8 Bn
    46m
  • 13. World Wide Web – Reality Check
    Lots of money spent online
  • 14. World Wide Web – Reality Check
    2009 2010
    £88 bn £118 bn
    £150 bn £200 bn
  • 15. World Wide Web – Reality Check
    118
    88
    64.3
    £ Bn
    46.6
    29.8
    20.4
    Source IMRG
  • 16. World Wide Web – Reality Check
    New ways of working means
    People spend more and moretime online
  • 17. World Wide Web – Reality Check
    PC
    Laptop
    Netbook
    iPad
    iPhone
    Smart Phone
    WiFi
    3G
    4G
  • 18. Is your business ready?
    Do you have
    • Phone systems in place to deal with calls?
    • 19. People to deal with enquiries?
    • 20. Stock to deal with uplift in orders?
    • 21. Logistics in place to deliver on new orders?
    • 22. Cashflow to meet increased demand?
  • Is your site ready?
    The right name
    The right site
  • 23. Choosing a domain name
    • What name could you use?Business name Service name Product name
    • 24. Short is good
    • 25. 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
  • 26. Choosing a name – The Bad
    www.phones4u.co.uk
    www.toys2wish4.com
    www.4learning.com
    www.any-domain-with-too-many-hyphens.co.uk
  • 27. Choosing a name – The Ugly
    www.speedofart.com
  • 28. Choosing a name – The Ugly
    www.whorepresents.com
  • 29. Choosing a name – The Ugly
    www.penisland.net
  • 30. Is your site ready?
    Do the pages open quickly?
    Is it easy to navigate?
    Loaded with compelling and relevant content?
  • 31. Does it Grab the Attention?
    A –
    I –
    D –
    A –
    Grab their ATTENTION
    Generate an INTEREST
    Build the DESIRE
    Promote the ACTION
  • 32. 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!
  • 33. 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
  • 34. Agenda
  • Online Networks
  • 43. Social Networks
  • 44. 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
  • 45. Social Networks
    Social Media is the
    No. 1
    online activity
  • 46. Social Networks
    2/3rds of the Global Internet population visit Social Networks
  • 47. Social Networks
    10% of all internet time is spent on Social Networks
  • 48. Social Networks
    www.facebook.com
  • 49. Facebook
    If Facebook was a country it would be
    1/ China
    2/ India
    3/ Facebook
    4/ USA
  • 50. Facebook
    Adds 1/2musers every day
  • 51. Facebook
    5bn minutesspent on Facebook EVERY day
  • 52. Facebook
    1bn
    shared each week
  • 55. Facebook
    Facebook now has a greatershare of theinternet than
  • 56. Online Networks – How
    www.facebook.com
  • 57. Facebook – Getting Started
    3 Types of presence
    • Profile – personal
    • 58. Can join groups
    • 59. Ugly URL
    • 60. Indexed by Search Engines
  • Facebook – Getting Started
    3 Types of presence
    • Page – business
    • 61. Can’t Join Groups
    • 62. Can host apps
    • 63. “Vanity” URL
    • 64. Indexed by Search Engines
    • 65. Visitor stats available
    Best for brands and businesses
  • 66. Facebook – Getting Started
    3 Types of presence
    • Group – both
    • 67. Linked to Site Admin
    • 68. New members have to be approved
    • 69. Send “Direct” messages to members
    • 70. Ugly URL
    Great for organising at a personal level and smaller scale interactions [<5000 members]
  • 71. Facebook – Getting Started – build profile
  • 72. Facebook – Getting Started – build page
  • 73. Facebook – Getting Started – Join In
  • 74. Facebook – Advertising
    • Targeted
    • 75. Either Cost per Click or Cost per 1,000 impressions
    • 76. Measurable
    • 77. Controllable
    • 78. Daily Budget
    • 79. Scheduling
    • 80. Test, Measure, Feedback
  • Social Networks – Build your profile - Groups
    • Search for groups
    • 81. Join some groups
    • 82. Start your own group
    • 83. Contribute and add value
    • 84. Link back to your website
  • Agenda
  • Business Networks
  • 93. Linkedin – Networking for Professionals
    Over 100 million
    registered professional users in more than
    200 countries
  • 94. Linkedin – Networking for Professionals
    More than 50%located outside of the USA
  • 95. Linkedin – Networking for Professionals
    More than 1.5mcompanies have a Linkedin Company Page
  • 96. Linkedin – Networking for Professionals
    Adds 1mnew members every 12 days
  • 97. Linkedin – Networking for Professionals
    More than 2bnpeople searchesin 2010
  • 98. Linkedin – Networking for Professionals
    www.linkedin.com
  • 99. Linkedin – Getting Started – build profile
  • 100. Linkedin – Getting Started – make contacts
  • 101. Linkedin – Getting Started – find groups
  • 102. Linkedin – Getting Started – Answers
  • 103. Linkedin – Advertise
  • Agenda
  • 118. Viral Marketing – How & Why
    Get other people to do your marketing for you
    It’s free
    Give them something in return if possible
  • 119. 20
    400
    20 x 20
    400 x 20
    8000
    8000 x 20
    160,000
    3.2m
    160,000 x 20
    Viral Marketing – How & Why
  • 120. Viral Marketing – How & Why
    The Thresher ‘Virus’
  • 121. Viral Marketing – How & Why
    • Discount Voucher intended for Suppliers and their Friends
    • 122. Circulated via chat-rooms, blogs and email 800,000 times
  • Viral Marketing – How & Why
    • Created queues outside stores
    • 123. National TV news coverage
    • 124. National Radio coverage
    • 125. National Print news coverage
    • 126. Generated a rumoured £15m T/O
  • Viral Marketing -How
    Refer a friend
    Competitions
    Video
  • 127. Agenda
  • Video Marketing
  • 136. Video Marketing
    2ndmost searchedsite on theinternet
  • 137. Video Marketing
    3bnvideos watchedevery day
  • 138. Video Marketing
    24 hoursof new contentuploaded everyminute
  • 139. Video Marketing
    Average personspends15 minuteson YouTube every day
  • 140. Video Marketing
    70% of YouTube activity takes place outside of the USA
  • 141. Video Marketing
    YouTube clips now incorporated in Google Search results
  • 142. Video Marketing
    Your Video
    • Outsource to Video Production Company
    • 143. DIY
  • Video Marketing
    Your Video
  • 144. Video Marketing
    Your Video
  • 145. Video Marketing
  • 146. Video Marketing
    Your Video
    • Look for an angle
    • 147. Look for the competition
    • 148. Get a feel for YouTube
    • 149. Think how else it could be used
  • Video Marketing
    Your Video
    • Prepare prepare prepare
    • 150. Prepare and learn your script
    • 151. use cue cards
    • 152. Prepare your location
    • 153. quiet and free from disturbance
    • 154. Prepare yourself
    • 155. Get filming
  • Agenda
  • Email Marketing
  • 164. Why Email Marketing?
    • Build Loyalty
    • 165. Remind former clients that you are still around
    • 166. Advise clients of full range of services
    • 167. Provide easy access to latest – news/advice/offers
  • Why Email Marketing?
    It’s Not Expensive
  • 168.
  • 169. Why Email Marketing?
    It’s Effective
  • 170. Why Email Marketing?
  • 171. Email Marketing – Key Elements to success
    • Develop your database
    • 172. Existing Client Data
    • 173. 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
  • Email Marketing – Measure by Measure
    What can be measured
  • Email Marketing – Measure by Measure
  • 182. Email Marketing – Tools
    • Mail Chimp www.mailchimp.com
    • 183. Vertical Response www.verticalresponse.com
    • 184. Constant Contact www.constantcontact.com
    • 185. iMailer www.emailtools.co.uk
    • 186. Reality Mail www.realitymail.co.uk
    • 187. Mailing Manager www.mailingmanager.com
    • 188. Graphic Mail www.graphicmail.co.uk
  • Agenda
  • 197. Blogging – Why
    • An easy way to update latest news
    • 198. An informal way of communicating
    • 199. Helps with the search engine position of your website
    • 200. Opens your business to a wider audience
    • 201. 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
  • 202. It’s really easy to set up and run a blog
    1/ Sign up
    2/ Choose a look
    3/ Get typing
  • 203. Blogging – Where
    www.blogger.com
    www.wordpress.com
  • 204. Agenda
  • TWITTER
  • 213. Twitter
  • 214. 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
  • 215. Twitter – Why
    • Easy to use
    • 216. Easy way to keep in touch
    • 217. A way to reach potentially large market
    • 218. Short sharp communication tool
  • Twitter – How
    Go to www.twitter.com
  • 219. Twitter – How
    Write a short profile
  • 220. Twitter – How
    Find People to Follow
  • 221. Twitter – What to Tweet
    Anything
  • 222. Summary
  • Thank You
    Andy PoultonBusiness LinkM: 07966 547146andy.poulton@businesslinksw.co.uk
    andypoulton
    andypoulton

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