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Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
Small Business Marketing on a Budget Using Web 2.0 Tools
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

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