ACT Guerilla e-Marketing

ACT Marketing Model
A = Attraction Customers 'see' you
C= Conversion Then they engage with you
T= Transformation Then they buy from you
© Linda Parkinson-Hardman 2009 www.growabetterbusiness.co.uk

ACT & Social Networking
 Facebook - Over 120 million active users
 LinkedIn - 43 million members in over 200
countries
 Twitter – around 8,000,000 members
 Blogging - 133,000,000 blogs indexed by
technorati
 YouTube – 100,000,000 videos viewed every
day.
http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/
© Linda Parkinson-Hardman 2009 www.growabetterbusiness.co.uk

How does it work?
Six Degrees of Separation: (also
referred to as the "Human Web")
refers to the idea that, if a person is
one step away from each person
they know and two steps away from
each person who is known by one
of the people they know, then
everyone is at most six steps away
from any other person on earth.
FOAF principle
© Linda Parkinson-Hardman 2009 www.growabetterbusiness.co.uk

Strategy, strategy, strategy
Who

What

Where

When

Why

How does it work in practice?
 Hysterectomy Association
 Founded in 1996
 First website in 1997
 It provides information and support to women
 Self supporting via products it sells online
 Has around 200,000 visitors every month to site
 Mailing list of about 16,000
 ALWAYS someone on the forums
© Linda Parkinson-Hardman 2009 www.growabetterbusiness.co.uk

HA Social Networking - A
 ATTRACT ATTENTION
 Website
 Facebook group
 Twitter profile
 LinkedIn profile
 Website is a blog
 Amazon blog (as I'm an author)
© Linda Parkinson-Hardman 2009 www.growabetterbusiness.co.uk

HA Social Networking - C
 CONVERSION
 Engage with discussion on Facebook
 Use the forums
 Reply to 'Tweets'
 Become friends on LinkedIn
 Receive free booklet, hints & tips
 Offer own hints & tips to others
© Linda Parkinson-Hardman 2009 www.growabetterbusiness.co.uk

HA Social Networking - T
 TRANSFORMATION
 Buy products and services
 Become a member
 Send in feedback, hints & tips, testimonials
 Recommend to others
 Put up posters in surgeries
 Tell their healthcare providers about us
© Linda Parkinson-Hardman 2009 www.growabetterbusiness.co.uk

How does it all hang together?
Website links to Twitter automatically

Newsletters link to Twitter

Twitter links to Facebook

Sign up for free booklet/newsletter

Make a purchase of some description
© Linda Parkinson-Hardman 2009 www.growabetterbusiness.co.uk