Guerrilla e-marketing<br />
Noah Kalina<br />21m views on YouTube in 5 years<br />Now that’s the magic of web marketing<br />
Guerrilla e-marketing<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 />
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 />Do the pages open quickly?<br />Is it easy...
Does it Grab the Attention?<br />A – <br />I – <br />D – <br />A – <br />Grab their ATTENTION<br />Generate an INTEREST<br...
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 page<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 120 million<br />registered professional users in more than<br />200 cou...
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 – Build Company Page<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
Test, Measure, Feedback</li></li></ul><li>Agenda<br /><ul><li> Introduction
Reality Check
 Social Networks
 Business Networks
 Viral
 Video Marketing
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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

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Marketing Internationally - UKTI - Guerrilla E-Marketing

  1. 1. Guerrilla e-marketing<br />
  2. 2.
  3. 3. Noah Kalina<br />21m views on YouTube in 5 years<br />Now that’s the magic of web marketing<br />
  4. 4. Guerrilla e-marketing<br />
  5. 5.
  6. 6.
  7. 7. Agenda<br /><ul><li>Introduction
  8. 8. Reality Check
  9. 9. Social Networks
  10. 10. Business Networks
  11. 11. Viral
  12. 12. Video Marketing
  13. 13. Email Marketing
  14. 14. Blogging
  15. 15. Twitter</li></li></ul><li>World Wide Web – Reality Check<br />
  16. 16. World Wide Web – Reality Check<br />Vast Market <br />Opportunity<br />
  17. 17. World Wide Web – Reality Check<br />6.9 Bn<br />1.8 Bn<br />
  18. 18. World Wide Web – Reality Check<br />Lots of money spent online<br />
  19. 19. World Wide Web – Reality Check<br />2009 2010<br />£88 bn £118 bn<br />£150 bn £200 bn<br />
  20. 20. 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 />
  21. 21. World Wide Web – Reality Check<br />New ways of working means<br />People spend more and moretime online<br />
  22. 22. 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 />
  23. 23. Is your business ready?<br />Do you have<br /><ul><li> Phone systems in place to deal with calls?
  24. 24. People to deal with enquiries?
  25. 25. Stock to deal with uplift in orders?
  26. 26. Logistics in place to deliver on new orders?
  27. 27. Cashflow to meet increased demand?</li></li></ul><li>Is your site ready?<br />Do the pages open quickly?<br />Is it easy to navigate?<br />Loaded with compelling and relevant content?<br />
  28. 28. 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 />
  29. 29. Agenda<br /><ul><li>Introduction
  30. 30. Reality Check
  31. 31. Social Networks
  32. 32. Business Networks
  33. 33. Viral
  34. 34. Video Marketing
  35. 35. Email Marketing
  36. 36. Blogging
  37. 37. Twitter</li></li></ul><li>Online Networks<br />
  38. 38. Social Networks<br />
  39. 39. 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 />
  40. 40. Social Networks<br />Social Media is the <br />No. 1 <br />online activity<br />
  41. 41. Social Networks<br />2/3rds of the Global Internet population visit Social Networks<br />
  42. 42. Social Networks<br />10% of all internet time is spent on Social Networks<br />
  43. 43. Social Networks<br />www.facebook.com<br />
  44. 44. Facebook<br />If Facebook was a country it would be<br />1/ China<br />2/ India<br />3/ Facebook<br />4/ USA<br />
  45. 45. Facebook<br />Adds 1/2musers every day<br />
  46. 46. Facebook<br />5bn minutesspent on Facebook EVERY day<br />
  47. 47. Facebook<br />1bn<br /><ul><li>web links
  48. 48. news stories
  49. 49. blog posts</li></ul>shared each week<br />
  50. 50. Facebook<br />Facebook now has a greatershare of theinternet than<br />
  51. 51. Online Networks – How<br />www.facebook.com<br />
  52. 52. Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Profile – personal
  53. 53. Can join groups
  54. 54. Ugly URL
  55. 55. Indexed by Search Engines</li></li></ul><li>Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Page – business
  56. 56. Can’t Join Groups
  57. 57. Can host apps
  58. 58. “Vanity” URL
  59. 59. Indexed by Search Engines
  60. 60. Visitor stats available</li></ul>Best for brands and businesses<br />
  61. 61. Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Group – both
  62. 62. Linked to Site Admin
  63. 63. New members have to be approved
  64. 64. Send “Direct” messages to members
  65. 65. Ugly URL</li></ul>Great for organising at a personal level and smaller scale interactions [<5000 members]<br />
  66. 66. Facebook – Getting Started – build page<br />
  67. 67. Facebook – Getting Started – build page<br />
  68. 68. Facebook – Getting Started – Join In<br />
  69. 69. Facebook – Advertising<br /><ul><li>Targeted
  70. 70. Either Cost per Click or Cost per 1,000 impressions
  71. 71. Measurable
  72. 72. Controllable
  73. 73. Daily Budget
  74. 74. Scheduling
  75. 75. Test, Measure, Feedback</li></li></ul><li>Social Networks – Build your profile - Groups<br /><ul><li> Search for groups
  76. 76. Join some groups
  77. 77. Start your own group
  78. 78. Contribute and add value
  79. 79. Link back to your website</li></li></ul><li>Agenda<br /><ul><li> Introduction
  80. 80. Reality Check
  81. 81. Social Networks
  82. 82. Business Networks
  83. 83. Viral
  84. 84. Video Marketing
  85. 85. Email Marketing
  86. 86. Blogging
  87. 87. Twitter</li></li></ul><li>Business Networks<br />
  88. 88. Linkedin – Networking for Professionals<br />Over 120 million<br />registered professional users in more than<br />200 countries<br />
  89. 89. Linkedin – Networking for Professionals<br />More than 1.5mcompanies have a Linkedin Company Page<br />
  90. 90. Linkedin – Networking for Professionals<br />Adds 1mnew members every 12 days<br />
  91. 91. Linkedin – Networking for Professionals<br />More than 2bnpeople searchesin 2010<br />
  92. 92. Linkedin – Networking for Professionals<br />www.linkedin.com<br />
  93. 93. Linkedin – Getting Started – build profile<br />
  94. 94. Linkedin – Build Company Page<br />
  95. 95. Linkedin – Getting Started – make contacts<br />
  96. 96. Linkedin – Getting Started – find groups<br />
  97. 97. Linkedin – Getting Started – Answers<br />
  98. 98. Linkedin – Advertise<br /><ul><li>Targeted
  99. 99. Either Cost per Click or Cost per 1,000 impressions
  100. 100. Measurable
  101. 101. Controllable
  102. 102. Daily Budget
  103. 103. Scheduling
  104. 104. Test, Measure, Feedback</li></li></ul><li>Agenda<br /><ul><li> Introduction
  105. 105. Reality Check
  106. 106. Social Networks
  107. 107. Business Networks
  108. 108. Viral
  109. 109. Video Marketing
  110. 110. Email Marketing
  111. 111. Blogging
  112. 112. Twitter</li></li></ul><li>
  113. 113. 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 />
  114. 114. 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 />
  115. 115. Viral Marketing – How & Why<br />The Thresher ‘Virus’<br />
  116. 116. Viral Marketing – How & Why<br /><ul><li>Discount Voucher intended for Suppliers and their Friends
  117. 117. 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
  118. 118. National TV news coverage
  119. 119. National Radio coverage
  120. 120. National Print news coverage
  121. 121. Generated a rumoured £15m T/O</li></li></ul><li>
  122. 122. Viral Marketing -How<br /> Refer a friend<br /> Competitions<br /> Video<br />
  123. 123. Agenda<br /><ul><li> Introduction
  124. 124. Reality Check
  125. 125. Social Networks
  126. 126. Business Networks
  127. 127. Viral
  128. 128. Video Marketing
  129. 129. Email Marketing
  130. 130. Blogging
  131. 131. Twitter</li></li></ul><li>Video Marketing <br />
  132. 132. Video Marketing <br />2ndmost searchedsite on theinternet<br />
  133. 133. Video Marketing <br />3bnvideos watchedevery day<br />
  134. 134. Video Marketing <br />24 hoursof new contentuploaded everyminute<br />
  135. 135. Video Marketing <br />Average personspends15 minuteson YouTube every day<br />
  136. 136. Video Marketing <br />70% of YouTube activity takes place outside of the USA<br />
  137. 137. Video Marketing <br />YouTube clips now incorporated in Google Search results<br />
  138. 138. Video Marketing<br />Your Video<br /><ul><li>Outsource to Video Production Company
  139. 139. DIY</li></li></ul><li>Video Marketing<br />Your Video<br />
  140. 140. Video Marketing<br />Your Video<br />
  141. 141. Video Marketing <br />
  142. 142. Video Marketing <br />
  143. 143. Video Marketing <br />Your Video<br /><ul><li> Look for an angle
  144. 144. Look for the competition
  145. 145. Get a feel for YouTube
  146. 146. Think how else it could be used</li></li></ul><li>Video Marketing <br />Your Video<br /><ul><li> Prepare prepare prepare
  147. 147. Prepare and learn your script
  148. 148. use cue cards
  149. 149. Prepare your location
  150. 150. quiet and free from disturbance
  151. 151. Prepare yourself
  152. 152. Get filming</li></li></ul><li>Agenda<br /><ul><li> Introduction
  153. 153. Reality Check
  154. 154. Social Networks
  155. 155. Business Networks
  156. 156. Viral
  157. 157. Video Marketing
  158. 158. Email Marketing
  159. 159. Blogging
  160. 160. Twitter</li></li></ul><li>Email Marketing<br />
  161. 161. Why Email Marketing?<br /><ul><li> Build Loyalty
  162. 162. Remind former clients that you are still around
  163. 163. Advise clients of full range of services
  164. 164. Provide easy access to latest – news/advice/offers</li></li></ul><li>Why Email Marketing?<br />It’s Not Expensive<br />
  165. 165.
  166. 166. Why Email Marketing?<br />It’s Effective<br />
  167. 167. Why Email Marketing?<br />
  168. 168. Email Marketing – Key Elements to success<br /><ul><li> Develop your database
  169. 169. Existing Client Data
  170. 170. 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
  171. 171. Tailored
  172. 172. GRAB attention
  173. 173. Frequency
  174. 174. 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
  175. 175. Number of bounces
  176. 176. Number opened
  177. 177. Number deleted without opening
  178. 178. Action taken</li></li></ul><li>Email Marketing – Measure by Measure<br />
  179. 179. Email Marketing – Tools<br /><ul><li>Mail Chimp www.mailchimp.com
  180. 180. Vertical Response www.verticalresponse.com
  181. 181. Constant Contact www.constantcontact.com
  182. 182. iMailer www.emailtools.co.uk
  183. 183. Reality Mail www.realitymail.co.uk
  184. 184. Mailing Manager www.mailingmanager.com
  185. 185. Graphic Mail www.graphicmail.co.uk</li></li></ul><li>Agenda<br /><ul><li> Introduction
  186. 186. Reality Check
  187. 187. Social Networks
  188. 188. Business Networks
  189. 189. Viral
  190. 190. Video Marketing
  191. 191. Email Marketing
  192. 192. Blogging
  193. 193. Twitter</li></li></ul><li>
  194. 194. Blogging – Why<br /><ul><li> An easy way to update latest news
  195. 195. An informal way of communicating
  196. 196. Helps with the search engine position of your website
  197. 197. Opens your business to a wider audience
  198. 198. 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 />
  199. 199.
  200. 200. 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 />
  201. 201. Blogging – Where<br />www.blogger.com<br />www.wordpress.com<br />
  202. 202. Agenda<br /><ul><li> Introduction
  203. 203. Reality Check
  204. 204. Social Networks
  205. 205. Business Networks
  206. 206. Viral
  207. 207. Video Marketing
  208. 208. Email Marketing
  209. 209. Blogging
  210. 210. Twitter</li></li></ul><li>TWITTER<br />
  211. 211.
  212. 212. Twitter<br />
  213. 213. Twitter – Who<br />310m 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 />
  214. 214. Twitter – Why<br /><ul><li> Easy to use
  215. 215. Easy way to keep in touch
  216. 216. A way to reach potentially large market
  217. 217. Short sharp communication tool</li></li></ul><li>Twitter – How<br />Go to www.twitter.com<br />
  218. 218. Twitter – How<br />Write a short profile<br />
  219. 219. Twitter – How<br />Find People to Follow<br />
  220. 220. Twitter – What to Tweet<br />Anything<br />
  221. 221. Summary<br /><ul><li> Introduction
  222. 222. Reality Check
  223. 223. Social Networks
  224. 224. Business Networks
  225. 225. Viral
  226. 226. Video Marketing
  227. 227. Email Marketing
  228. 228. Blogging
  229. 229. Twitter</li></li></ul><li>Thank You<br />Andy PoultonBusiness LinkM: 07966 547146andy.poulton@businesslinksw.co.uk<br />andypoulton<br />andypoulton<br />
  230. 230. Guerrilla e-marketing<br />
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