Small Business Marketing on a Budget Using Web 2.0 Tools By Kate Carruthers

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

Marketer, technologist, small business owner, and renaissance woman

http://katecarruthers.com

http://siliconfederation.com

http://digbiz.com.au

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

Build Your Brand & Communications

Build Your Business

Direct Marketing

Manage Your Customers

Public Relations & Event Management

Research the Market

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 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

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 Carruthers

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

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

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

Blogs

Social networks

Social media

User generated content

Search Engine Marketing

Search Engine Optimisation

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/2007/11/social_networks_overtake_webma.html Mar 2009 © 2009 Kate Carruthers

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

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

Not 6 degrees of separation

Perhaps only 1 degree

SMS Facebook MySpace Twitter Mobile Massive Interconnections

SMS

Facebook

MySpace

Twitter

Mobile

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/

No more waiting

What I want

When I want it

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

“ 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

Are there some low cost options for me? Mar 2009 © 2009 Kate Carruthers

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

Your website needs to answer these questions:

Who are you?

What do you do?

What do you want me to do here?

Build Your Brand & Communications Build Your Business Direct Marketing Manage Your Customers Public Relations & Event Management Research the Market Mar 2009 © 2009 Kate Carruthers

Build Your Brand & Communications

Build Your Business

Direct Marketing

Manage Your Customers

Public Relations & Event Management

Research the Market

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

Blogger or Wordpress

Windows Live or Google Applications

WikiSpaces

Eventbrite

Google Alerts

PayPal

Twitter

Facebook

Customer Relationship Management

Direct mail & eDM

Other Considerations Search Engines – local search Online advertising Viral or word of mouth marketing Linking online to offline marketing Mar 2009 © 2009 Kate Carruthers

Search Engines – local search

Online advertising

Viral or word of mouth marketing

Linking online to offline marketing

More Info? Check out: http://katecarruthers.com Slides available at: http://slideshare.net/carruthk Mar 2009 © 2009 Kate Carruthers

Check out: http://katecarruthers.com

Slides available at: http://slideshare.net/carruthk

Thank You Mar 2009 © 2009 Kate Carruthers

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

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/