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Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-Marketing
Marketing Internationally - UKTI - Guerrilla E-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

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

Published in: Business, Technology
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  • 1. Guerrilla e-marketing<br />
  • 2.
  • 3. Noah Kalina<br />21m views on YouTube in 5 years<br />Now that’s the magic of web marketing<br />
  • 4. Guerrilla e-marketing<br />
  • 5.
  • 6.
  • 7. Agenda<br /><ul><li>Introduction
  • 8. Reality Check
  • 9. Social Networks
  • 10. Business Networks
  • 11. Viral
  • 12. Video Marketing
  • 13. Email Marketing
  • 14. Blogging
  • 15. Twitter</li></li></ul><li>World Wide Web – Reality Check<br />
  • 16. World Wide Web – Reality Check<br />Vast Market <br />Opportunity<br />
  • 17. World Wide Web – Reality Check<br />6.9 Bn<br />1.8 Bn<br />
  • 18. World Wide Web – Reality Check<br />Lots of money spent online<br />
  • 19. World Wide Web – Reality Check<br />2009 2010<br />£88 bn £118 bn<br />£150 bn £200 bn<br />
  • 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. World Wide Web – Reality Check<br />New ways of working means<br />People spend more and moretime online<br />
  • 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. Is your business ready?<br />Do you have<br /><ul><li> 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?</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. 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. Agenda<br /><ul><li>Introduction
  • 30. Reality Check
  • 31. Social Networks
  • 32. Business Networks
  • 33. Viral
  • 34. Video Marketing
  • 35. Email Marketing
  • 36. Blogging
  • 37. Twitter</li></li></ul><li>Online Networks<br />
  • 38. Social Networks<br />
  • 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. Social Networks<br />Social Media is the <br />No. 1 <br />online activity<br />
  • 41. Social Networks<br />2/3rds of the Global Internet population visit Social Networks<br />
  • 42. Social Networks<br />10% of all internet time is spent on Social Networks<br />
  • 43. Social Networks<br />www.facebook.com<br />
  • 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. Facebook<br />Adds 1/2musers every day<br />
  • 46. Facebook<br />5bn minutesspent on Facebook EVERY day<br />
  • 47. Facebook<br />1bn<br /><ul><li>web links
  • 48. news stories
  • 49. blog posts</li></ul>shared each week<br />
  • 50. Facebook<br />Facebook now has a greatershare of theinternet than<br />
  • 51. Online Networks – How<br />www.facebook.com<br />
  • 52. Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Profile – personal
  • 53. Can join groups
  • 54. Ugly URL
  • 55. Indexed by Search Engines</li></li></ul><li>Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Page – business
  • 56. Can’t Join Groups
  • 57. Can host apps
  • 58. “Vanity” URL
  • 59. Indexed by Search Engines
  • 60. Visitor stats available</li></ul>Best for brands and businesses<br />
  • 61. Facebook – Getting Started<br />3 Types of presence<br /><ul><li> Group – both
  • 62. Linked to Site Admin
  • 63. New members have to be approved
  • 64. Send “Direct” messages to members
  • 65. Ugly URL</li></ul>Great for organising at a personal level and smaller scale interactions [&lt;5000 members]<br />
  • 66. Facebook – Getting Started – build page<br />
  • 67. Facebook – Getting Started – build page<br />
  • 68. Facebook – Getting Started – Join In<br />
  • 69. Facebook – Advertising<br /><ul><li>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</li></li></ul><li>Social Networks – Build your profile - Groups<br /><ul><li> Search for groups
  • 76. Join some groups
  • 77. Start your own group
  • 78. Contribute and add value
  • 79. Link back to your website</li></li></ul><li>Agenda<br /><ul><li> Introduction
  • 80. Reality Check
  • 81. Social Networks
  • 82. Business Networks
  • 83. Viral
  • 84. Video Marketing
  • 85. Email Marketing
  • 86. Blogging
  • 87. Twitter</li></li></ul><li>Business Networks<br />
  • 88. Linkedin – Networking for Professionals<br />Over 120 million<br />registered professional users in more than<br />200 countries<br />
  • 89. Linkedin – Networking for Professionals<br />More than 1.5mcompanies have a Linkedin Company Page<br />
  • 90. Linkedin – Networking for Professionals<br />Adds 1mnew members every 12 days<br />
  • 91. Linkedin – Networking for Professionals<br />More than 2bnpeople searchesin 2010<br />
  • 92. Linkedin – Networking for Professionals<br />www.linkedin.com<br />
  • 93. Linkedin – Getting Started – build profile<br />
  • 94. Linkedin – Build Company Page<br />
  • 95. Linkedin – Getting Started – make contacts<br />
  • 96. Linkedin – Getting Started – find groups<br />
  • 97. Linkedin – Getting Started – Answers<br />
  • 98. Linkedin – Advertise<br /><ul><li>Targeted
  • 99. Either Cost per Click or Cost per 1,000 impressions
  • 100. Measurable
  • 101. Controllable
  • 102. Daily Budget
  • 103. Scheduling
  • 104. Test, Measure, Feedback</li></li></ul><li>Agenda<br /><ul><li> Introduction
  • 105. Reality Check
  • 106. Social Networks
  • 107. Business Networks
  • 108. Viral
  • 109. Video Marketing
  • 110. Email Marketing
  • 111. Blogging
  • 112. Twitter</li></li></ul><li>
  • 113. Viral Marketing – How &amp; 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. 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 &amp; Why<br />
  • 115. Viral Marketing – How &amp; Why<br />The Thresher ‘Virus’<br />
  • 116. Viral Marketing – How &amp; Why<br /><ul><li>Discount Voucher intended for Suppliers and their Friends
  • 117. Circulated via chat-rooms, blogs and email 800,000 times</li></li></ul><li>Viral Marketing – How &amp; Why<br /><ul><li>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</li></li></ul><li>
  • 122. Viral Marketing -How<br /> Refer a friend<br /> Competitions<br /> Video<br />
  • 123. Agenda<br /><ul><li> Introduction
  • 124. Reality Check
  • 125. Social Networks
  • 126. Business Networks
  • 127. Viral
  • 128. Video Marketing
  • 129. Email Marketing
  • 130. Blogging
  • 131. Twitter</li></li></ul><li>Video Marketing <br />
  • 132. Video Marketing <br />2ndmost searchedsite on theinternet<br />
  • 133. Video Marketing <br />3bnvideos watchedevery day<br />
  • 134. Video Marketing <br />24 hoursof new contentuploaded everyminute<br />
  • 135. Video Marketing <br />Average personspends15 minuteson YouTube every day<br />
  • 136. Video Marketing <br />70% of YouTube activity takes place outside of the USA<br />
  • 137. Video Marketing <br />YouTube clips now incorporated in Google Search results<br />
  • 138. Video Marketing<br />Your Video<br /><ul><li>Outsource to Video Production Company
  • 139. DIY</li></li></ul><li>Video Marketing<br />Your Video<br />
  • 140. Video Marketing<br />Your Video<br />
  • 141. Video Marketing <br />
  • 142. Video Marketing <br />
  • 143. Video Marketing <br />Your Video<br /><ul><li> Look for an angle
  • 144. Look for the competition
  • 145. Get a feel for YouTube
  • 146. Think how else it could be used</li></li></ul><li>Video Marketing <br />Your Video<br /><ul><li> 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</li></li></ul><li>Agenda<br /><ul><li> Introduction
  • 153. Reality Check
  • 154. Social Networks
  • 155. Business Networks
  • 156. Viral
  • 157. Video Marketing
  • 158. Email Marketing
  • 159. Blogging
  • 160. Twitter</li></li></ul><li>Email Marketing<br />
  • 161. Why Email Marketing?<br /><ul><li> 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</li></li></ul><li>Why Email Marketing?<br />It’s Not Expensive<br />
  • 165.
  • 166. Why Email Marketing?<br />It’s Effective<br />
  • 167. Why Email Marketing?<br />
  • 168. Email Marketing – Key Elements to success<br /><ul><li> Develop your database
  • 169. Existing Client Data
  • 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. Tailored
  • 172. GRAB attention
  • 173. Frequency
  • 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. Number of bounces
  • 176. Number opened
  • 177. Number deleted without opening
  • 178. Action taken</li></li></ul><li>Email Marketing – Measure by Measure<br />
  • 179. Email Marketing – Tools<br /><ul><li>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</li></li></ul><li>Agenda<br /><ul><li> Introduction
  • 186. Reality Check
  • 187. Social Networks
  • 188. Business Networks
  • 189. Viral
  • 190. Video Marketing
  • 191. Email Marketing
  • 192. Blogging
  • 193. Twitter</li></li></ul><li>
  • 194. Blogging – Why<br /><ul><li> 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</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.
  • 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. Blogging – Where<br />www.blogger.com<br />www.wordpress.com<br />
  • 202. Agenda<br /><ul><li> Introduction
  • 203. Reality Check
  • 204. Social Networks
  • 205. Business Networks
  • 206. Viral
  • 207. Video Marketing
  • 208. Email Marketing
  • 209. Blogging
  • 210. Twitter</li></li></ul><li>TWITTER<br />
  • 211.
  • 212. Twitter<br />
  • 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. Twitter – Why<br /><ul><li> Easy to use
  • 215. Easy way to keep in touch
  • 216. A way to reach potentially large market
  • 217. Short sharp communication tool</li></li></ul><li>Twitter – How<br />Go to www.twitter.com<br />
  • 218. Twitter – How<br />Write a short profile<br />
  • 219. Twitter – How<br />Find People to Follow<br />
  • 220. Twitter – What to Tweet<br />Anything<br />
  • 221. Summary<br /><ul><li> Introduction
  • 222. Reality Check
  • 223. Social Networks
  • 224. Business Networks
  • 225. Viral
  • 226. Video Marketing
  • 227. Email Marketing
  • 228. Blogging
  • 229. Twitter</li></li></ul><li>Thank You<br />Andy PoultonBusiness LinkM: 07966 547146andy.poulton@businesslinksw.co.uk<br />andypoulton<br />andypoulton<br />
  • 230. Guerrilla e-marketing<br />

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