Small Business Marketing on a Budget Using Web 2.0 Tools
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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

Slides from Parramatta seminar 11 March 2009

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  • 1. Small Business Marketing on a Budget Using Web 2.0 Tools By Kate Carruthers
  • 2. Who Am I?
    • Marketer, technologist, small business owner, and renaissance woman
      • http://katecarruthers.com
      • http://siliconfederation.com
      • http://digbiz.com.au
    Mar 2009 © 2009 Kate Carruthers
  • 3.
    • Build Your Brand & Communications
    • Build Your Business
    • Direct Marketing
    • Manage Your Customers
    • Public Relations & Event Management
    • Research the Market
    What can your business do online? Mar 2009 © 2009 Kate Carruthers
  • 4. What should your business do online? Mar 2009 © 2009 Kate Carruthers
  • 5. Traditional Marketing Mix Mar 2009 © 2009 Kate Carruthers
  • 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. New Model Mar 2009 © 2009 Kate Carruthers
  • 8. New Model Who, where, when? Channels, type, distribution? Who, why, how? Budget, skills, support? Mar 2009 © 2009 Kate Carruthers
  • 9. Big Questions for Online
    • How will people know about my website?
    • Does a website help my customers?
    • What kind of website do I need?
    • How do I measure success?
    • Why is having an online strategy important?
    Mar 2009 © 2009 Kate Carruthers
  • 10. Mar 2009 © 2009 Kate Carruthers
  • 11. Online is not Just a Website
    • Blogs
    • Social networks
    • Social media
    • User generated content
    • Search Engine Marketing
    • Search Engine Optimisation
    Mar 2009 © 2009 Kate Carruthers
  • 12. Mar 2009 © 2009 Kate Carruthers
  • 13. What is changing & why should I care? Mar 2009 © 2009 Kate Carruthers
  • 14. Speed of Change Mar 2009 © 2009 Kate Carruthers
  • 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. 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.
    • Not 6 degrees of separation
    • Perhaps only 1 degree
    Hyperconnectivity Source: http://www.popsci.com.au/files/imagecache/article_image_large/files/articles/734px-Six_degrees_of_separation.jpg
  • 18.
    • SMS
    • Facebook
    • MySpace
    • Twitter
    • Mobile
    Massive Interconnections
  • 19.
    • No more waiting
    • What I want
    • When I want it
    Consumption on Demand http://www.techcrunch.com/2007/12/17/bittorrent-is-now-streaming-movies-with-ads-but-wheres-the-good-stuff/
  • 20. Engagement Marketing
    • “ 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.”
        • Source: http://www.YourStorys.com founder and president Larry Lawfer
    Mar 2009 © 2009 Kate Carruthers
  • 21. Are there some low cost options for me? Mar 2009 © 2009 Kate Carruthers
  • 22. 3 Things in 30 Seconds
    • Your website needs to answer these questions:
    • Who are you?
    • What do you do?
    • What do you want me to do here?
    Mar 2009 © 2009 Kate Carruthers
  • 23.
    • Build Your Brand & Communications
    • Build Your Business
    • Direct Marketing
    • Manage Your Customers
    • Public Relations & Event Management
    • Research the Market
    Mar 2009 © 2009 Kate Carruthers
  • 24. Some Low Cost Tools
    • Blogger or Wordpress
    • Windows Live or Google Applications
    • WikiSpaces
    • Eventbrite
    • Google Alerts
    • PayPal
    • Twitter
    • Facebook
    • Customer Relationship Management
    • Direct mail & eDM
    Mar 2009 © 2009 Kate Carruthers
  • 25. Other Considerations
    • Search Engines – local search
    • Online advertising
    • Viral or word of mouth marketing
    • Linking online to offline marketing
    Mar 2009 © 2009 Kate Carruthers
  • 26. More Info?
    • Check out: http://katecarruthers.com
    • Slides available at: http://slideshare.net/carruthk
    Mar 2009 © 2009 Kate Carruthers
  • 27. Thank You Mar 2009 © 2009 Kate Carruthers
  • 28. Web Links for Tools
    • http://www.blogger.com/ or http://wordpress.com/
    • http://home.live.com/ or http://www.google.com/apps/
    • http://www.wikispaces.com/
    • http://www.eventbrite.com/
    • http://www.google.com/alerts
    • http://www.paypal.com.au/au
    • http://twitter.com/home
    • http://www.new.facebook.com/home.php
    • http://www.sugarcrm.com/crm/
    • http://www.mailchimp.com/
    Mar 2009 © 2009 Kate Carruthers