Marketing Internationally - UKTI - Guerrilla E-Marketing

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A 1/2 day workshop delivered to members of the UKTI Marketing Internationally program in Bournemouth on October 19th 2011

A 1/2 day workshop delivered to members of the UKTI Marketing Internationally program in Bournemouth on October 19th 2011

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Transcript

  • 1. Guerrilla e-marketing
  • 2.
  • 3. Noah Kalina
    21m views on YouTube in 5 years
    Now that’s the magic of web marketing
  • 4. Guerrilla e-marketing
  • 5.
  • 6.
  • 7. Agenda
  • World Wide Web – Reality Check
  • 16. World Wide Web – Reality Check
    Vast Market
    Opportunity
  • 17. World Wide Web – Reality Check
    6.9 Bn
    1.8 Bn
  • 18. World Wide Web – Reality Check
    Lots of money spent online
  • 19. World Wide Web – Reality Check
    2009 2010
    £88 bn £118 bn
    £150 bn £200 bn
  • 20. World Wide Web – Reality Check
    118
    88
    64.3
    £ Bn
    46.6
    29.8
    20.4
    Source IMRG
  • 21. World Wide Web – Reality Check
    New ways of working means
    People spend more and moretime online
  • 22. World Wide Web – Reality Check
    PC
    Laptop
    Netbook
    iPad
    iPhone
    Smart Phone
    WiFi
    3G
    4G
  • 23. Is your business ready?
    Do you have
    • Phone systems in place to deal with calls?
    • 24. People to deal with enquiries?
    • 25. Stock to deal with uplift in orders?
    • 26. Logistics in place to deliver on new orders?
    • 27. Cashflow to meet increased demand?
  • Is your site ready?
    Do the pages open quickly?
    Is it easy to navigate?
    Loaded with compelling and relevant content?
  • 28. Does it Grab the Attention?
    A –
    I –
    D –
    A –
    Grab their ATTENTION
    Generate an INTEREST
    Build the DESIRE
    Promote the ACTION
  • 29. Agenda
  • Online Networks
  • 38. Social Networks
  • 39. 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
  • 40. Social Networks
    Social Media is the
    No. 1
    online activity
  • 41. Social Networks
    2/3rds of the Global Internet population visit Social Networks
  • 42. Social Networks
    10% of all internet time is spent on Social Networks
  • 43. Social Networks
    www.facebook.com
  • 44. Facebook
    If Facebook was a country it would be
    1/ China
    2/ India
    3/ Facebook
    4/ USA
  • 45. Facebook
    Adds 1/2musers every day
  • 46. Facebook
    5bn minutesspent on Facebook EVERY day
  • 47. Facebook
    1bn
    shared each week
  • 50. Facebook
    Facebook now has a greatershare of theinternet than
  • 51. Online Networks – How
    www.facebook.com
  • 52. Facebook – Getting Started
    3 Types of presence
    • Profile – personal
    • 53. Can join groups
    • 54. Ugly URL
    • 55. Indexed by Search Engines
  • Facebook – Getting Started
    3 Types of presence
    • Page – business
    • 56. Can’t Join Groups
    • 57. Can host apps
    • 58. “Vanity” URL
    • 59. Indexed by Search Engines
    • 60. Visitor stats available
    Best for brands and businesses
  • 61. Facebook – Getting Started
    3 Types of presence
    • Group – both
    • 62. Linked to Site Admin
    • 63. New members have to be approved
    • 64. Send “Direct” messages to members
    • 65. Ugly URL
    Great for organising at a personal level and smaller scale interactions [<5000 members]
  • 66. Facebook – Getting Started – build page
  • 67. Facebook – Getting Started – build page
  • 68. Facebook – Getting Started – Join In
  • 69. Facebook – Advertising
    • Targeted
    • 70. Either Cost per Click or Cost per 1,000 impressions
    • 71. Measurable
    • 72. Controllable
    • 73. Daily Budget
    • 74. Scheduling
    • 75. Test, Measure, Feedback
  • Social Networks – Build your profile - Groups
    • Search for groups
    • 76. Join some groups
    • 77. Start your own group
    • 78. Contribute and add value
    • 79. Link back to your website
  • Agenda
  • Business Networks
  • 88. Linkedin – Networking for Professionals
    Over 120 million
    registered professional users in more than
    200 countries
  • 89. Linkedin – Networking for Professionals
    More than 1.5mcompanies have a Linkedin Company Page
  • 90. Linkedin – Networking for Professionals
    Adds 1mnew members every 12 days
  • 91. Linkedin – Networking for Professionals
    More than 2bnpeople searchesin 2010
  • 92. Linkedin – Networking for Professionals
    www.linkedin.com
  • 93. Linkedin – Getting Started – build profile
  • 94. Linkedin – Build Company Page
  • 95. Linkedin – Getting Started – make contacts
  • 96. Linkedin – Getting Started – find groups
  • 97. Linkedin – Getting Started – Answers
  • 98. Linkedin – Advertise
  • Agenda
  • 113. Viral Marketing – How & Why
    Get other people to do your marketing for you
    It’s free
    Give them something in return if possible
  • 114. 20
    400
    20 x 20
    400 x 20
    8000
    8000 x 20
    160,000
    3.2m
    160,000 x 20
    Viral Marketing – How & Why
  • 115. Viral Marketing – How & Why
    The Thresher ‘Virus’
  • 116. Viral Marketing – How & Why
    • Discount Voucher intended for Suppliers and their Friends
    • 117. Circulated via chat-rooms, blogs and email 800,000 times
  • Viral Marketing – How & Why
    • Created queues outside stores
    • 118. National TV news coverage
    • 119. National Radio coverage
    • 120. National Print news coverage
    • 121. Generated a rumoured £15m T/O
  • 122. Viral Marketing -How
    Refer a friend
    Competitions
    Video
  • 123. Agenda
  • Video Marketing
  • 132. Video Marketing
    2ndmost searchedsite on theinternet
  • 133. Video Marketing
    3bnvideos watchedevery day
  • 134. Video Marketing
    24 hoursof new contentuploaded everyminute
  • 135. Video Marketing
    Average personspends15 minuteson YouTube every day
  • 136. Video Marketing
    70% of YouTube activity takes place outside of the USA
  • 137. Video Marketing
    YouTube clips now incorporated in Google Search results
  • 138. Video Marketing
    Your Video
    • Outsource to Video Production Company
    • 139. DIY
  • Video Marketing
    Your Video
  • 140. Video Marketing
    Your Video
  • 141. Video Marketing
  • 142. Video Marketing
  • 143. Video Marketing
    Your Video
    • Look for an angle
    • 144. Look for the competition
    • 145. Get a feel for YouTube
    • 146. Think how else it could be used
  • Video Marketing
    Your Video
    • Prepare prepare prepare
    • 147. Prepare and learn your script
    • 148. use cue cards
    • 149. Prepare your location
    • 150. quiet and free from disturbance
    • 151. Prepare yourself
    • 152. Get filming
  • Agenda
  • Email Marketing
  • 161. Why Email Marketing?
    • Build Loyalty
    • 162. Remind former clients that you are still around
    • 163. Advise clients of full range of services
    • 164. Provide easy access to latest – news/advice/offers
  • Why Email Marketing?
    It’s Not Expensive
  • 165.
  • 166. Why Email Marketing?
    It’s Effective
  • 167. Why Email Marketing?
  • 168. Email Marketing – Key Elements to success
    • Develop your database
    • 169. Existing Client Data
    • 170. 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
  • 179. Email Marketing – Tools
    • Mail Chimp www.mailchimp.com
    • 180. Vertical Response www.verticalresponse.com
    • 181. Constant Contact www.constantcontact.com
    • 182. iMailer www.emailtools.co.uk
    • 183. Reality Mail www.realitymail.co.uk
    • 184. Mailing Manager www.mailingmanager.com
    • 185. Graphic Mail www.graphicmail.co.uk
  • Agenda
  • 194. Blogging – Why
    • An easy way to update latest news
    • 195. An informal way of communicating
    • 196. Helps with the search engine position of your website
    • 197. Opens your business to a wider audience
    • 198. 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
  • 199.
  • 200. It’s really easy to set up and run a blog
    1/ Sign up
    2/ Choose a look
    3/ Get typing
  • 201. Blogging – Where
    www.blogger.com
    www.wordpress.com
  • 202. Agenda
  • TWITTER
  • 211.
  • 212. Twitter
  • 213. Twitter – Who
    310m 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
  • 214. Twitter – Why
    • Easy to use
    • 215. Easy way to keep in touch
    • 216. A way to reach potentially large market
    • 217. Short sharp communication tool
  • Twitter – How
    Go to www.twitter.com
  • 218. Twitter – How
    Write a short profile
  • 219. Twitter – How
    Find People to Follow
  • 220. Twitter – What to Tweet
    Anything
  • 221. Summary
  • Thank You
    Andy PoultonBusiness LinkM: 07966 547146andy.poulton@businesslinksw.co.uk
    andypoulton
    andypoulton
  • 230. Guerrilla e-marketing