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Guerrilla Marketing - with a Social Spin

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Guerrilla Marketing: Unconventional Marketing Intended to get Maximum Results from Minimal Resources. Sounds perfect for a social media.

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Guerrilla Marketing - with a Social Spin

  1. 2. Marketing <ul><li>… process that identifies, anticipates and satisfies client requirements profitably ’ </li></ul><ul><li>--The Chartered Institute of Marketing </li></ul>
  2. 3. 3 Rules of Marketing <ul><li>Commit to the Process </li></ul><ul><li>Focus on the REAL Client need </li></ul><ul><li>Benchmark, Measure , Adjust </li></ul>
  3. 4. 7 Steps to Cover First <ul><li>Determine what “need” your service/product REALLY solves. </li></ul><ul><li>Define your most narrow target market. </li></ul><ul><li>Identify your primary objective / goal. </li></ul><ul><li>Create a realistic budget. </li></ul><ul><li>Determine the best media (or combination of media) to reach your market? </li></ul><ul><li>Define benchmarks against which results will be measured </li></ul><ul><li>Establish a monthly-by-month implementation timetable </li></ul>
  4. 5. The Plan…
  5. 6. 7 Steps to Cover First <ul><li>Determine what “need” your service/product REALLY solves. </li></ul><ul><li>Define your most narrow target market. </li></ul><ul><li>Identify your primary objective / goal. </li></ul><ul><li>Create a realistic budget. </li></ul><ul><li>Determine the best media (or combination of media) to reach your market? </li></ul><ul><li>Define benchmarks against which results will be measured </li></ul><ul><li>Establish a monthly-by-month implementation timetable </li></ul>
  6. 7. <ul><li>NOT Licensed by JCL </li></ul>
  7. 8. Guerrilla Not Gorilla Guerrilla
  8. 9. Guerrilla irregular marketing based on a small budget and unconventional tactics to compete with larger and less nimble competitors. irregular warfare and combat in which a small group of combatants use mobile military tactics in the form of ambushes and raids to combat a larger and less mobile formal army. Guerrilla Warfare Guerrilla Marketing
  9. 10. Guerrilla Marketing <ul><li>Unconventional Marketing Intended to get Maximum Results from Minimal Resources </li></ul>
  10. 11. Guerrilla Marketing Think Differently + Catch the Eyes
  11. 12. Guerrilla Marketing <ul><li>Engagement </li></ul><ul><li>Entertainment </li></ul><ul><li>Interaction </li></ul><ul><li>Participation </li></ul><ul><li>Conversation </li></ul>
  12. 13. Guerrilla
  13. 14. Guerrilla
  14. 15. Guerrilla <ul><li>The T-Mobile Dance </li></ul>
  15. 16. Guerrilla Marketing <ul><li>P articipation </li></ul><ul><li>I nteraction </li></ul><ul><li>E ngagement </li></ul><ul><li>C onversation </li></ul><ul><li>E ntertainment </li></ul>Think Differently + Catch the Eyes PIECEing it together
  16. 17. Social Media <ul><ul><li>Social Networks </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Micro-Blogs </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Podcast – Vcast </li></ul></ul><ul><ul><li>Video Sharing </li></ul></ul><ul><ul><li>Bookmarking </li></ul></ul><ul><ul><li>Presentation and Article sharing </li></ul></ul><ul><ul><li>Photo Sharing </li></ul></ul><ul><ul><li>Wikis </li></ul></ul>
  17. 18. Social Media – Part of a Whole Print Advertising Radio Advertising Website Twitter Faceboo k SEO BLOG Forums Direct Mail Email Articles LinkedIn Comprehensive Marketing Strategy
  18. 19. Social Media Marketing <ul><li>It’s Still Marketing The basics still apply. </li></ul>
  19. 20. Ask Yourself… Are you Investing in Marketing Connecting it to your business?
  20. 21. Social Media Marketing <ul><ul><ul><li>Public Relations </li></ul></ul></ul><ul><ul><ul><li>Promotion </li></ul></ul></ul><ul><ul><ul><li>Awareness </li></ul></ul></ul><ul><ul><ul><li>Sales </li></ul></ul></ul><ul><ul><ul><li>Reputation Management </li></ul></ul></ul><ul><ul><ul><li>SEO </li></ul></ul></ul>
  21. 22. Marketing with Social Media <ul><li>Your Market </li></ul><ul><ul><li>Demographics; Who and Where they are </li></ul></ul><ul><ul><li>Psychographics; What they think </li></ul></ul><ul><ul><li>Technographics - What online tools they use and </li></ul></ul><ul><ul><li>How they use them </li></ul></ul>
  22. 23. Social Technographics http://www.forrester.com/Groundswell/profile_tool.html
  23. 24. Social Technographics
  24. 25. People Trust People <ul><li>90% trust recommendations from people they know, </li></ul><ul><li>70% trust opinions posted online </li></ul>NIELSEN “TRUST IN ADVERTISING” REPORT, OCTOBER 2007 NIELSEN Wire- July 7, 2009 They like, know and trust:
  25. 26. BLOGs <ul><li>BLOG = &quot;web log” </li></ul><ul><li>BLOG = Website </li></ul><ul><ul><li>Content is a series of frequent posts, or entries, arranged in reverse chronological order so the most recent entry is always on top of the site. </li></ul></ul><ul><li>Technorati.com BlogSearch.Google.com Google.com </li></ul><ul><li>Google Reader Yahoo Reader Newsgator </li></ul><ul><li>Follow the BOLD Business Blog - http://www.BoldVisionBlog.com </li></ul><ul><li>Blogging platforms: </li></ul><ul><li>Blogger (blogger.com)– Part of the Google family. </li></ul><ul><li>WordPress (wordpress.com) – Professional web developers are building entire websites on the WordPress platform. </li></ul>
  26. 27. Blogging Stats – Convinced? <ul><li>Blogging grew 68% in 2008 </li></ul><ul><li>346 million people worldwide read blogs </li></ul><ul><li>77% of active web users read blogs </li></ul><ul><li>184 million people say they’ve started a blog </li></ul><ul><li>The average blogger in the US: </li></ul><ul><li>51% male </li></ul><ul><li>Aged 35+ (58%) </li></ul><ul><li>Aged 18-34 (42%) </li></ul><ul><li>College educated, 74% </li></ul><ul><li>Source: http://www.scribd.com/doc/11481779/Social-Media-2008-Statistics </li></ul>
  27. 28. Social Media Marketing – The Big 3 http://tinyurl.com/Lynnelle-on-Facebook http://www.linkedin.com/in/lynnellewilson and http://www.Twitter.com/BOLDBusiness http://www.Twitter.com/Lynnelle
  28. 29. How People Share Information
  29. 30. Twitter <ul><li>Most Popular Among Working Adults </li></ul><ul><li>35 – 49 Largest Age Group – 42% of site’s traffic </li></ul><ul><li>32.1 Million Unique Visitors in April, 2009 </li></ul><ul><li>740,000 Unique Visitors Access via mobile app/month </li></ul>Users as of Feb. 2008 Users as of Feb. 2009 475,000 7,038,000
  30. 31. Facebook <ul><li>Extension of your brand </li></ul><ul><li>Building a community </li></ul><ul><ul><li>Clients – Prospects -Employees </li></ul></ul><ul><li>Events </li></ul><ul><li>Content Sharing </li></ul><ul><li>Links </li></ul>
  31. 32. LinkedIn <ul><li>Profile </li></ul><ul><li>Background: Outline & Summary </li></ul><ul><li>Recommendations </li></ul><ul><li>Companies </li></ul><ul><li>Jobs </li></ul><ul><li>Groups </li></ul><ul><li>Q/A </li></ul>A database to find or to be found by someone.
  32. 33. Facebook / LinkedIn <ul><li>Build Community </li></ul><ul><li>Real-time Search </li></ul><ul><li>Crowdsourcing </li></ul><ul><li>Facebook LinkedIn / Connect </li></ul><ul><li>Tagging </li></ul><ul><li>Vanity URLs </li></ul><ul><li>Ads </li></ul><ul><li>Analytics </li></ul>
  33. 34. Cross-Media Marketing <ul><li>Acuvue </li></ul><ul><li>Short Term Objective </li></ul><ul><ul><li>Reach & engage target audience through relevant and cost-effective media… </li></ul></ul><ul><li>Long Term Objective </li></ul><ul><ul><li>Build a database of Acuvue users to foster dialogue & loyalty </li></ul></ul>copyright 2009 Bold Vision Consulting, Inc. - www.BoldVisionConsulting.com Wink & Blink Campaign
  34. 35. Wink Campaign – Customer Journey copyright 2009 Bold Vision Consulting, Inc. - www.BoldVisionConsulting.com
  35. 36. 7 Steps to Cover First <ul><li>Determine what “need” your service/product REALLY solves. </li></ul><ul><li>Define your most narrow target market. </li></ul><ul><li>Identify your primary objective / goal. </li></ul><ul><li>Create a realistic budget. </li></ul><ul><li>Determine the best media (or combination of media) to reach your market? </li></ul><ul><li>Define benchmarks against which results will be measured </li></ul><ul><li>Establish a monthly-by-month implementation timetable </li></ul>
  36. 37. 3 Rules of Marketing <ul><li>Commit to the Process </li></ul><ul><li>Focus on the REAL Client need </li></ul><ul><li>Benchmark, Measure , Adjust </li></ul>
  37. 38. How Can You Get Started? <ul><li>Define your objective . </li></ul><ul><li>Join and be present – Search for conversations of interest </li></ul><ul><li>Listen – Read and become familiar with the community language & personality </li></ul><ul><li>Engage – Respond to questions / comments </li></ul><ul><li>Participate – Ask questions, Initiate discussions </li></ul>Know your Objective – Be Strategic – Manage Your Time
  38. 39. Social Media – It’s another toolbox Print Advertising Radio Advertising Website Twitter Faceboo k SEO BLOG Forums Direct Mail Email Articles LinkedIn Comprehensive Marketing Strategy
  39. 40. Social Media <ul><li>Web 2.0 = Social Media = Marketing Tools = Business </li></ul><ul><li>Be Authentic </li></ul><ul><li>Be Present </li></ul><ul><li>Be Consistent </li></ul><ul><li>Be Patient </li></ul>Be BOLD www.BoldVisionConsulting.com

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