Why it’s easier than ever to reach your target audience April 15 th  2010 Internet Marketing
Karen McNulty Media Matters April 15 th  2010 Internet Marketing
#IMPB10 <ul><li>Are you tweeting tonight? </li></ul>http://www.slideshare.net/mediamatters
 
Going global is at our fingertips
 
<ul><li>TV performance on Britain’s Got Talent posted on YouTube </li></ul><ul><li>Bloggers started to embed the video in ...
Internet Marketing
Marketing in 2000 <ul><li>Raising awareness of products and services to generate sales leads </li></ul><ul><li>sales </li>...
<ul><li>Raising awareness of products and services to generate sales leads </li></ul><ul><li>  sales… </li></ul><ul><li>Ad...
<ul><li>Your website </li></ul><ul><li>News and press releases online </li></ul><ul><li>Social Networking </li></ul><ul><l...
What’s different about Internet marketing? <ul><li>Anyone can create content:  USER GENERATED CONTENT (UGC) </li></ul><ul>...
www.comparethemeerkat.com www.comparethemarket.com
Aleksandr Orlov <ul><li>37,346 followers on Twitter </li></ul><ul><li>715,000 fans on Facebook </li></ul><ul><li>1,059,157...
 
How important is it?
<ul><li>Facebook now has 400 million users worldwide (Feb 2010) </li></ul><ul><li>Social networking now accounts for 11% o...
<ul><li>Nearly 60% of adults maintain a profile on a social networking site. </li></ul><ul><li>70% Read blogs, tweets and ...
<ul><li>24 million active Facebook Users </li></ul><ul><li>51% of all social network visits on the UK are to Facebook </li...
<ul><li>Smartphones with internet access have had the effect of increasing email activity amongst users </li></ul><ul><li>...
<ul><li>Facebook   overtook Google  with the number of visits in a week in the U.S in March 2010 for the first time </li><...
How should you do it? <ul><li>Listen </li></ul><ul><li>Join in </li></ul><ul><li>Engage </li></ul>
Listen
Join in
Engage
Video <ul><li>1.5 million businesses search YouTube every day for video content </li></ul><ul><li>Video on your website im...
 
“ The new rule is ‘mobile first’ in everything” <ul><li>Eric Schmidt  </li></ul><ul><li>(Google CEO) </li></ul>
Mobile <ul><li>Smartphones are improving our internet experience on mobile </li></ul><ul><li>In Dec 2009 29% of total UK m...
The Ipad… <ul><li>Sold 300,000 on first day </li></ul><ul><li>Cannot print  </li></ul><ul><li>Formats supported: Epub for ...
 
<ul><li>Not just for big corporate players </li></ul><ul><li>Can you be a creative on a tight budget?  </li></ul><ul><li>V...
<ul><li>Oct 30 th  2006 – the idea </li></ul><ul><li>CEO starring </li></ul><ul><li>700% increase in turnover from 2006 – ...
Is your business Internet marketing yet? http://www.slideshare.net/mediamatters #IMPB10
 
<ul><li>Blogging </li></ul><ul><li>positioned as   experts </li></ul><ul><li>generates more traffic </li></ul><ul><li>stan...
 
<ul><li>Blogging </li></ul><ul><li>Viewed by 1000-plus people </li></ul><ul><li>Read from top to bottom </li></ul><ul><li>...
 
<ul><li>Email Marketing </li></ul><ul><li>Cost-effective </li></ul><ul><li>Delivered to the right person </li></ul><ul><li...
 
 
Pay Per Click advertising (PPC)
 
<ul><li>Increasing brand exposure </li></ul><ul><li>YouTube </li></ul><ul><li>- 6,700 viewings </li></ul><ul><li>Website v...
Do what works for you All a question of balance
Why It’s Now Easier Than Ever To Reach Your Target Audience 15 th  April 2010 Karen Dykes  Recruitment Partner, Anne Corde...
Our Website www.annecorder.co.uk Re-launched January 2009
<ul><li>Analytics – Know Your Customers </li></ul><ul><li>43,547 total visits in 12 months </li></ul><ul><li>22,913 absolu...
<ul><li>Aim to Increase Website Traffic </li></ul><ul><li>Improve search engine ranking  </li></ul><ul><li>Regular content...
  www.twitter.com/ACRPeterborough Launched April 2009 299 tweets 140 followers
www.linkedin.com/companies/ anne-corder-recruitment Engaging with business contacts  409 connections across the ACR team o...
ACR Blog  www.annecorder.blogspot.com Launched January 2009 Average 3 blog posts per month 779 unique visitors in 12 month...
http://tiny.cc/ACRfacebook Engaging with job seekers  Launched March 2010 11 fans
  <ul><li>E-shots   </li></ul><ul><li>Newsletters </li></ul><ul><li>Job seekers – Work Wonders </li></ul><ul><li>Recruiter...
<ul><li>Digital Media  </li></ul><ul><li>Supporting ACR’s Green  </li></ul><ul><li>Credentials </li></ul><ul><li>Reducing ...
Engagement through the Internet <ul><li>Kelly Harrison </li></ul><ul><li>Web and Digital Marketing Manager </li></ul>
Our website - www.rnib.org.uk <ul><li>Relaunched in Sept 2009 </li></ul><ul><li>New design, information architecture and i...
Who uses our website? <ul><li>Beneficiaries </li></ul><ul><li>Supporters </li></ul><ul><li>Intermediaries  </li></ul>
Engagement through our website <ul><li>E-newsletters </li></ul><ul><li>Blogs </li></ul><ul><li>Discussion forums </li></ul...
Supporting our website <ul><li>Changes to webteam </li></ul><ul><li>Late adopters to social networking  </li></ul><ul><li>...
One account to rule them all? <ul><li>Corporate use </li></ul><ul><li>Application forms </li></ul><ul><li>Web development ...
Twitter <ul><li>www.twitter.com/rnib </li></ul><ul><li>Tweeting approx 4 times per week </li></ul><ul><li>Look and feel ch...
Twitter <ul><li>Screen shot </li></ul>
Facebook <ul><li>www.facebook.com/rnibuk </li></ul><ul><li>Facebook updates approx twice per week </li></ul><ul><li>Fans c...
Facebook <ul><li>Screen shot </li></ul>
You Tube <ul><li>www.youtube.com/rnibuk </li></ul><ul><li>Updated as and when </li></ul><ul><li>Least developed due to cos...
You Tube <ul><li>Screen shot </li></ul>
Analysis <ul><li>Resources </li></ul><ul><li>Time </li></ul><ul><li>Engagement </li></ul><ul><li>Core audience </li></ul><...
<ul><li>[email_address] </li></ul><ul><li>http://uk.linkedin.com/in/kellyjharrison </li></ul>
Why it’s easier than ever to reach your target audience April 15 th  2010 Internet Marketing
Is your business Internet marketing yet? http://www.slideshare.net/mediamatters #IMPB10
Internet Marketing Seminar - Why it's now easier than ever to reach your target audience
Internet Marketing Seminar - Why it's now easier than ever to reach your target audience
Internet Marketing Seminar - Why it's now easier than ever to reach your target audience
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Internet Marketing Seminar - Why it's now easier than ever to reach your target audience

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  • If you’re a Twitter user, our hashtag is IMPB10. You can use it to tweet tonight, or search Twitter for news related to the event afterwards. What’s a hash-tag? A unique reference for twitter users to group together information on one topic or event. Great example of how easy it is to share news!
  • Here’s a quick search result on Twitter (yesterday) showing the chat about IMPB10
  • If we use the Internet. Which is one of the main reasons it has changed the way we market – because people are sharing news and information instantly. Social media such as facebook and Twitter, make this really easy. Social media are most commonly seen as social networks, such as Facebook, MySpace or YouTube. Here’s how this works…
  • One of the reasons that became an overnight news item, was through the use of social media the minute the video got posted on YouTube it spread fast.
  • And people are still talking about it….
  • That was a quick snapshot of just how powerful social media can be and yes, that’s an extreme example that’s harder to relate to marketing in business, although today the method is the same for any GOOD CONTENT on the web. More of that later… Back to Internet marketing for a minute.
  • Marketing your business always needed the right marketing mix of activity to reach your target audience and drive sales and there were a number of methods available to us. That hasn’t changed.
  • We can still use all of those techniques, and our objective is still to reach customers who will buy from us.
  • Only now we’ve got another set of tools to access online.
  • Comparethemarket.com – from an off-the-wall idea to execution, this campaign took off online
  • And now of course there’s an App!
  • And it’s not just Google that we’ve got to target…
  • No excuse! Don’t have to have a huge marketing budget…
  • Introduction
  • History- 1970’s, basic office automation would make paper redundant, a PC on every desk
  • Take stock
  • No excuse! Don’t have to have a huge marketing budget…
  • Transcript of "Internet Marketing Seminar - Why it's now easier than ever to reach your target audience"

    1. 1. Why it’s easier than ever to reach your target audience April 15 th 2010 Internet Marketing
    2. 2. Karen McNulty, chartered marketer and online specialist, Media Matters Karen outlines the opportunities presented to all businesses by the internet revolution and explains the huge benefits of embracing this new world. Sarah Burgess, sales and marketing director, Retirement Villages Ltd The national retirement specialists have embraced new media opportunities to reach an older, niche market. Karen Dykes, Anne Corder Recruitment ACR is an award-winning Peterborough-based recruitment business transformed by the online revolution and now operating in a paperless environment. Kelly Harrison, web/digital marketing manager, Royal National Institute of Blind People How digital marketing, including social networking, is enabling the RNIB to reach a wider audience, opening up brand new routes for communication and engagement.
    3. 3. Karen McNulty Media Matters April 15 th 2010 Internet Marketing
    4. 4. #IMPB10 <ul><li>Are you tweeting tonight? </li></ul>http://www.slideshare.net/mediamatters
    5. 6. Going global is at our fingertips
    6. 9. <ul><li>TV performance on Britain’s Got Talent posted on YouTube </li></ul><ul><li>Bloggers started to embed the video in blogs </li></ul><ul><li>People linked to the blogs in Facebook, Twitter and email </li></ul><ul><li>Within a week awareness was completely global </li></ul>
    7. 10. Internet Marketing
    8. 11. Marketing in 2000 <ul><li>Raising awareness of products and services to generate sales leads </li></ul><ul><li>sales </li></ul><ul><li>Advertising, flyers, brochures, mail-shots, PR, exhibitions… your website? </li></ul>
    9. 12. <ul><li>Raising awareness of products and services to generate sales leads </li></ul><ul><li> sales… </li></ul><ul><li>Advertising, flyers, brochures, mail-shots, PR, exhibitions… </li></ul>Marketing in 2010
    10. 13. <ul><li>Your website </li></ul><ul><li>News and press releases online </li></ul><ul><li>Social Networking </li></ul><ul><li>Online advertising </li></ul><ul><li>Email marketing </li></ul><ul><li>Viral marketing </li></ul><ul><li>Search Engine Optimisation </li></ul><ul><li>Mobile marketing </li></ul>And = Internet Marketing
    11. 14. What’s different about Internet marketing? <ul><li>Anyone can create content: USER GENERATED CONTENT (UGC) </li></ul><ul><li>Easy to be creative </li></ul><ul><li>Extremely measurable </li></ul><ul><li>Low cost </li></ul><ul><li>Interactive </li></ul><ul><li>Fast </li></ul>Create Publish Share…
    12. 15. www.comparethemeerkat.com www.comparethemarket.com
    13. 16. Aleksandr Orlov <ul><li>37,346 followers on Twitter </li></ul><ul><li>715,000 fans on Facebook </li></ul><ul><li>1,059,157 views on YouTube </li></ul><ul><li>comparethemeerkat.com has had more than 3.6 million hits and gets more than 30,000 visitors daily </li></ul>
    14. 18. How important is it?
    15. 19. <ul><li>Facebook now has 400 million users worldwide (Feb 2010) </li></ul><ul><li>Social networking now accounts for 11% of all time spent online and a third of adults post at least once a week to social sites such as Facebook and Twitter. </li></ul><ul><li>A quarter of adults publish a blog and upload video/audio they created. </li></ul>Globally Forrestor 2010
    16. 20. <ul><li>Nearly 60% of adults maintain a profile on a social networking site. </li></ul><ul><li>70% Read blogs, tweets and watch UGC video. </li></ul><ul><li>has 37 million registered users who have created 1.6 million unique social networks </li></ul><ul><li>has 50 million users worldwide (Jan 10), 11 million in Europe </li></ul>Globally EConsultancy and Forrestor 2010
    17. 21. <ul><li>24 million active Facebook Users </li></ul><ul><li>51% of all social network visits on the UK are to Facebook </li></ul><ul><li>17% of social network visits are to </li></ul><ul><li>3.3 million Twitter users </li></ul><ul><li>3 million users </li></ul>In the UK Experian
    18. 22. <ul><li>Smartphones with internet access have had the effect of increasing email activity amongst users </li></ul><ul><li>Two-thirds of smartphone owners say they use email on their phone </li></ul>Econsultancy.com
    19. 23. <ul><li>Facebook overtook Google with the number of visits in a week in the U.S in March 2010 for the first time </li></ul>
    20. 24. How should you do it? <ul><li>Listen </li></ul><ul><li>Join in </li></ul><ul><li>Engage </li></ul>
    21. 25. Listen
    22. 26. Join in
    23. 27. Engage
    24. 28. Video <ul><li>1.5 million businesses search YouTube every day for video content </li></ul><ul><li>Video on your website improves your SEO score </li></ul><ul><li>Web-enabled smartphones mean video is moving across platforms to mobile </li></ul><ul><li>Google now includes video results in search results </li></ul>
    25. 30. “ The new rule is ‘mobile first’ in everything” <ul><li>Eric Schmidt </li></ul><ul><li>(Google CEO) </li></ul>
    26. 31. Mobile <ul><li>Smartphones are improving our internet experience on mobile </li></ul><ul><li>In Dec 2009 29% of total UK mobile internet audience were using smartphones </li></ul><ul><li>5 million people in the UK access Facebook on their mobile </li></ul>
    27. 32. The Ipad… <ul><li>Sold 300,000 on first day </li></ul><ul><li>Cannot print </li></ul><ul><li>Formats supported: Epub for eBooks and H264 video (not flash) </li></ul><ul><li>Has to work through iTunes to download documents </li></ul><ul><li>Most ipod apps work without modification but most will be updated to take advantage of screen size </li></ul>
    28. 34. <ul><li>Not just for big corporate players </li></ul><ul><li>Can you be a creative on a tight budget? </li></ul><ul><li>Very effective method to get visitors to you using social media </li></ul><ul><li>Video as much as you can – practice </li></ul><ul><li>User generated content is considered better (more genuine) </li></ul>Viral Marketing
    29. 35. <ul><li>Oct 30 th 2006 – the idea </li></ul><ul><li>CEO starring </li></ul><ul><li>700% increase in turnover from 2006 – 2009 </li></ul><ul><li>967,000 views per video </li></ul><ul><li>Now use Facebook, Twitter and website as social media mix to promote campaign </li></ul><ul><li>$85 starting budget </li></ul>Blendtec’s story
    30. 36. Is your business Internet marketing yet? http://www.slideshare.net/mediamatters #IMPB10
    31. 37. Retirement Villages Ltd Sarah Burgess Sales and Marketing Director
    32. 39. <ul><li>Blogging </li></ul><ul><li>positioned as experts </li></ul><ul><li>generates more traffic </li></ul><ul><li>stands out from the crowd </li></ul>
    33. 41. <ul><li>Blogging </li></ul><ul><li>Viewed by 1000-plus people </li></ul><ul><li>Read from top to bottom </li></ul><ul><li>Good website click-through rate </li></ul>
    34. 43. <ul><li>Email Marketing </li></ul><ul><li>Cost-effective </li></ul><ul><li>Delivered to the right person </li></ul><ul><li>They’ve asked for it! </li></ul>
    35. 46. Pay Per Click advertising (PPC)
    36. 48. <ul><li>Increasing brand exposure </li></ul><ul><li>YouTube </li></ul><ul><li>- 6,700 viewings </li></ul><ul><li>Website video </li></ul><ul><li>- 13,000 viewings </li></ul>
    37. 49. Do what works for you All a question of balance
    38. 50. Why It’s Now Easier Than Ever To Reach Your Target Audience 15 th April 2010 Karen Dykes Recruitment Partner, Anne Corder Recruitment
    39. 51. Our Website www.annecorder.co.uk Re-launched January 2009
    40. 52. <ul><li>Analytics – Know Your Customers </li></ul><ul><li>43,547 total visits in 12 months </li></ul><ul><li>22,913 absolute unique visitors </li></ul><ul><li>2 minutes 15 seconds average time on site </li></ul><ul><li>5.88 pages viewed per visit </li></ul><ul><li>12 months to 31 March 2010 </li></ul>
    41. 53. <ul><li>Aim to Increase Website Traffic </li></ul><ul><li>Improve search engine ranking </li></ul><ul><li>Regular content updates </li></ul>
    42. 54.   www.twitter.com/ACRPeterborough Launched April 2009 299 tweets 140 followers
    43. 55. www.linkedin.com/companies/ anne-corder-recruitment Engaging with business contacts 409 connections across the ACR team of 9 linked-in users
    44. 56. ACR Blog www.annecorder.blogspot.com Launched January 2009 Average 3 blog posts per month 779 unique visitors in 12 months 12 months to 31 March 2010
    45. 57. http://tiny.cc/ACRfacebook Engaging with job seekers Launched March 2010 11 fans
    46. 58.   <ul><li>E-shots </li></ul><ul><li>Newsletters </li></ul><ul><li>Job seekers – Work Wonders </li></ul><ul><li>Recruiters / Hirers – ACR e-bulletin </li></ul><ul><li>Events </li></ul><ul><li>Invitations / Confirmations </li></ul><ul><li>Reminders </li></ul>
    47. 59. <ul><li>Digital Media </li></ul><ul><li>Supporting ACR’s Green </li></ul><ul><li>Credentials </li></ul><ul><li>Reducing the use of paper </li></ul>
    48. 60. Engagement through the Internet <ul><li>Kelly Harrison </li></ul><ul><li>Web and Digital Marketing Manager </li></ul>
    49. 61. Our website - www.rnib.org.uk <ul><li>Relaunched in Sept 2009 </li></ul><ul><li>New design, information architecture and improved user experience </li></ul><ul><li>Approx 200,000 unique visitors per month </li></ul><ul><li>New online shop on the way… </li></ul>
    50. 62. Who uses our website? <ul><li>Beneficiaries </li></ul><ul><li>Supporters </li></ul><ul><li>Intermediaries </li></ul>
    51. 63. Engagement through our website <ul><li>E-newsletters </li></ul><ul><li>Blogs </li></ul><ul><li>Discussion forums </li></ul><ul><li>RSS </li></ul><ul><li>Podcasting </li></ul><ul><li>Vodcasting </li></ul>
    52. 64. Supporting our website <ul><li>Changes to webteam </li></ul><ul><li>Late adopters to social networking </li></ul><ul><li>3 key channels: </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>You Tube </li></ul></ul>
    53. 65. One account to rule them all? <ul><li>Corporate use </li></ul><ul><li>Application forms </li></ul><ul><li>Web development panel </li></ul><ul><ul><li>Website </li></ul></ul><ul><ul><li>External sites </li></ul></ul>
    54. 66. Twitter <ul><li>www.twitter.com/rnib </li></ul><ul><li>Tweeting approx 4 times per week </li></ul><ul><li>Look and feel changes </li></ul><ul><li>Customer services </li></ul><ul><li>Linking through to our site </li></ul><ul><li>Randoms! </li></ul>
    55. 67. Twitter <ul><li>Screen shot </li></ul>
    56. 68. Facebook <ul><li>www.facebook.com/rnibuk </li></ul><ul><li>Facebook updates approx twice per week </li></ul><ul><li>Fans comments </li></ul><ul><li>Further development of the page </li></ul><ul><li>Randoms! </li></ul>
    57. 69. Facebook <ul><li>Screen shot </li></ul>
    58. 70. You Tube <ul><li>www.youtube.com/rnibuk </li></ul><ul><li>Updated as and when </li></ul><ul><li>Least developed due to cost of video production </li></ul><ul><li>Randoms! </li></ul>
    59. 71. You Tube <ul><li>Screen shot </li></ul>
    60. 72. Analysis <ul><li>Resources </li></ul><ul><li>Time </li></ul><ul><li>Engagement </li></ul><ul><li>Core audience </li></ul><ul><li>All publicity is good publicity? Think Nestle… </li></ul><ul><li>Relax! </li></ul>
    61. 73. <ul><li>[email_address] </li></ul><ul><li>http://uk.linkedin.com/in/kellyjharrison </li></ul>
    62. 74. Why it’s easier than ever to reach your target audience April 15 th 2010 Internet Marketing
    63. 75. Is your business Internet marketing yet? http://www.slideshare.net/mediamatters #IMPB10

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