Small Business Marketing on a Budget  Using Web 2.0 Tools By Kate Carruthers
Who   Am I? <ul><li>Marketer, technologist, small business owner, and renaissance woman </li></ul><ul><ul><li>http://katec...
<ul><li>Build Your Brand & Communications </li></ul><ul><li>Build Your Business </li></ul><ul><li>Direct Marketing </li></...
What should your business do online? Mar 2009 © 2009 Kate Carruthers
Traditional Marketing Mix Mar 2009 © 2009 Kate Carruthers
Summary of Marketing Mix Decisions Mar 2009 © 2009 Kate Carruthers Product Price Place Promotion Functionality Appearance ...
New Model Mar 2009 © 2009 Kate Carruthers
New Model Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support? Mar 2009 © 2009 Kate Car...
Big Questions for Online <ul><li>How will people know about my website? </li></ul><ul><li>Does a website help my customers...
Mar 2009 © 2009 Kate Carruthers
Online is not Just a Website <ul><li>Blogs </li></ul><ul><li>Social networks </li></ul><ul><li>Social media </li></ul><ul>...
Mar 2009 © 2009 Kate Carruthers
What is changing & why should I care? Mar 2009 © 2009 Kate Carruthers
Speed of Change Mar 2009 © 2009 Kate Carruthers
Changes in consumption Hitwise, Social networks overtake webmail, November 06, 2007 http://weblogs.hitwise.com/robin-goad/...
Changes in consumption Facebook overtakes MySpace in Share of UK Internet Searches , Hitwise Intelligence, Heather Hopkins...
<ul><li>Not 6 degrees of separation </li></ul><ul><li>Perhaps only  1 degree </li></ul>Hyperconnectivity Source: http://ww...
<ul><li>SMS </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>Twitter </li></ul><ul><li>Mobile </li><...
<ul><li>No more waiting </li></ul><ul><li>What I want </li></ul><ul><li>When I want it </li></ul>Consumption on Demand htt...
Engagement Marketing <ul><li>“ Advertising is when you say you are good date.  Public relations is when your mom says you ...
Are there some low cost options for me? Mar 2009 © 2009 Kate Carruthers
3 Things in 30 Seconds <ul><li>Your website needs to answer these questions: </li></ul><ul><li>Who are you? </li></ul><ul>...
<ul><li>Build Your Brand & Communications </li></ul><ul><li>Build Your Business </li></ul><ul><li>Direct Marketing </li></...
Some  Low Cost Tools <ul><li>Blogger or Wordpress </li></ul><ul><li>Windows Live or Google Applications </li></ul><ul><li>...
Other  Considerations <ul><li>Search Engines – local search </li></ul><ul><li>Online advertising </li></ul><ul><li>Viral o...
More Info? <ul><li>Check out: http://katecarruthers.com </li></ul><ul><li>Slides available at: http://slideshare.net/carru...
Thank You Mar 2009 © 2009 Kate Carruthers
Web   Links for Tools <ul><li>http://www.blogger.com/ or http://wordpress.com/  </li></ul><ul><li>http://home.live.com/ or...
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Small Business Marketing on a Budget Using Web 2.0 Tools

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Slides from Parramatta seminar 11 March 2009

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  • Small Business Marketing on a Budget Using Web 2.0 Tools

    1. 1. Small Business Marketing on a Budget Using Web 2.0 Tools By Kate Carruthers
    2. 2. Who Am I? <ul><li>Marketer, technologist, small business owner, and renaissance woman </li></ul><ul><ul><li>http://katecarruthers.com </li></ul></ul><ul><ul><li>http://siliconfederation.com </li></ul></ul><ul><ul><li>http://digbiz.com.au </li></ul></ul>Mar 2009 © 2009 Kate Carruthers
    3. 3. <ul><li>Build Your Brand & Communications </li></ul><ul><li>Build Your Business </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Manage Your Customers </li></ul><ul><li>Public Relations & Event Management </li></ul><ul><li>Research the Market </li></ul>What can your business do online? Mar 2009 © 2009 Kate Carruthers
    4. 4. What should your business do online? Mar 2009 © 2009 Kate Carruthers
    5. 5. Traditional Marketing Mix Mar 2009 © 2009 Kate Carruthers
    6. 6. Summary of Marketing Mix Decisions Mar 2009 © 2009 Kate Carruthers Product Price Place Promotion Functionality Appearance Quality Packaging Brand Warranty Service/Support List price Discounts Allowances Financing Leasing options Channel members Channel motivation Market coverage Locations Logistics Service levels Advertising Personal selling Public relations Message Media Budget
    7. 7. New Model Mar 2009 © 2009 Kate Carruthers
    8. 8. New Model Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support? Mar 2009 © 2009 Kate Carruthers
    9. 9. Big Questions for Online <ul><li>How will people know about my website? </li></ul><ul><li>Does a website help my customers? </li></ul><ul><li>What kind of website do I need? </li></ul><ul><li>How do I measure success? </li></ul><ul><li>Why is having an online strategy important? </li></ul>Mar 2009 © 2009 Kate Carruthers
    10. 10. Mar 2009 © 2009 Kate Carruthers
    11. 11. Online is not Just a Website <ul><li>Blogs </li></ul><ul><li>Social networks </li></ul><ul><li>Social media </li></ul><ul><li>User generated content </li></ul><ul><li>Search Engine Marketing </li></ul><ul><li>Search Engine Optimisation </li></ul>Mar 2009 © 2009 Kate Carruthers
    12. 12. Mar 2009 © 2009 Kate Carruthers
    13. 13. What is changing & why should I care? Mar 2009 © 2009 Kate Carruthers
    14. 14. Speed of Change Mar 2009 © 2009 Kate Carruthers
    15. 15. Changes in consumption Hitwise, Social networks overtake webmail, November 06, 2007 http://weblogs.hitwise.com/robin-goad/2007/11/social_networks_overtake_webma.html Mar 2009 © 2009 Kate Carruthers
    16. 16. Changes in consumption Facebook overtakes MySpace in Share of UK Internet Searches , Hitwise Intelligence, Heather Hopkins, UK, July 17, 2007 http://weblogs.hitwise.com/heather-hopkins/2007/07/facebook_overtakes_myspace_in.html Mar 2009 © 2009 Kate Carruthers
    17. 17. <ul><li>Not 6 degrees of separation </li></ul><ul><li>Perhaps only 1 degree </li></ul>Hyperconnectivity Source: http://www.popsci.com.au/files/imagecache/article_image_large/files/articles/734px-Six_degrees_of_separation.jpg
    18. 18. <ul><li>SMS </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>Twitter </li></ul><ul><li>Mobile </li></ul>Massive Interconnections
    19. 19. <ul><li>No more waiting </li></ul><ul><li>What I want </li></ul><ul><li>When I want it </li></ul>Consumption on Demand http://www.techcrunch.com/2007/12/17/bittorrent-is-now-streaming-movies-with-ads-but-wheres-the-good-stuff/
    20. 20. Engagement Marketing <ul><li>“ Advertising is when you say you are good date. Public relations is when your mom says you are a good date. Engagement marketing is when your date says you are a good date.” </li></ul><ul><ul><ul><li>Source: http://www.YourStorys.com founder and president Larry Lawfer </li></ul></ul></ul>Mar 2009 © 2009 Kate Carruthers
    21. 21. Are there some low cost options for me? Mar 2009 © 2009 Kate Carruthers
    22. 22. 3 Things in 30 Seconds <ul><li>Your website needs to answer these questions: </li></ul><ul><li>Who are you? </li></ul><ul><li>What do you do? </li></ul><ul><li>What do you want me to do here? </li></ul>Mar 2009 © 2009 Kate Carruthers
    23. 23. <ul><li>Build Your Brand & Communications </li></ul><ul><li>Build Your Business </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Manage Your Customers </li></ul><ul><li>Public Relations & Event Management </li></ul><ul><li>Research the Market </li></ul>Mar 2009 © 2009 Kate Carruthers
    24. 24. Some Low Cost Tools <ul><li>Blogger or Wordpress </li></ul><ul><li>Windows Live or Google Applications </li></ul><ul><li>WikiSpaces </li></ul><ul><li>Eventbrite </li></ul><ul><li>Google Alerts </li></ul><ul><li>PayPal </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><li>Customer Relationship Management </li></ul><ul><li>Direct mail & eDM </li></ul>Mar 2009 © 2009 Kate Carruthers
    25. 25. Other Considerations <ul><li>Search Engines – local search </li></ul><ul><li>Online advertising </li></ul><ul><li>Viral or word of mouth marketing </li></ul><ul><li>Linking online to offline marketing </li></ul>Mar 2009 © 2009 Kate Carruthers
    26. 26. More Info? <ul><li>Check out: http://katecarruthers.com </li></ul><ul><li>Slides available at: http://slideshare.net/carruthk </li></ul>Mar 2009 © 2009 Kate Carruthers
    27. 27. Thank You Mar 2009 © 2009 Kate Carruthers
    28. 28. Web Links for Tools <ul><li>http://www.blogger.com/ or http://wordpress.com/ </li></ul><ul><li>http://home.live.com/ or http://www.google.com/apps/ </li></ul><ul><li>http://www.wikispaces.com/ </li></ul><ul><li>http://www.eventbrite.com/ </li></ul><ul><li>http://www.google.com/alerts </li></ul><ul><li>http://www.paypal.com.au/au </li></ul><ul><li>http://twitter.com/home </li></ul><ul><li>http://www.new.facebook.com/home.php </li></ul><ul><li>http://www.sugarcrm.com/crm/ </li></ul><ul><li>http://www.mailchimp.com/ </li></ul>Mar 2009 © 2009 Kate Carruthers
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