This document provides information about a program called Superfast Business that offers fully funded business support for SMEs. It offers 12 hours of support including business advice to help companies maximize opportunities from superfast broadband. Eligible businesses can receive help in areas like developing an ICT strategy, customer relationship management systems, and moving to the cloud. The document recommends businesses register on the program's website to access resources. It also discusses optimizing search engine optimization, using mobile marketing strategies like geolocation apps and mobile payments, creating an email marketing strategy, using social media to engage customers, implementing a customer relationship management system, and analyzing customer data to gain insights.

1. Welcome

2. Getting the most out of
online marketing
@Cosmic_Matty
Matt Young
Cosmic

3. What is superfast business?
•Superfast Business is a European Funded programme of fully
funded business support for SMEs
•Delivered by Peninsula Enterprise, working with the Local
Authorities broadband rollout project

4. Superfast Business Support
• Business advice and specialist support to help growth businesses maximise
the opportunities of Superfast Broadband and associated technologies.
• Benefits for businesses can include:
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Competitive advantage through take-up and exploitation of SFBB
Increased productivity
Improve access to new markets and business opportunities
Increase competitive advantage for businesses in rural locations
More flexible and environmentally friendly working practices
Increased opportunity for innovation
Efficiency and timesaving
• Eligibility criteria apply to businesses accessing the service

6. Support Available – 12 hours of support

7. Next Steps
1.
Register on our website (which incorporates the Knowledge Hub).
www.superfastbusiness.co.uk to unlock access to a range of resources
and materials
2.
Check your eligibility
3.
Let us know what areas of ICT and technology you might be interested
in
Developing an ICT strategy
Engaging new and existing customers
Collaboration
Client Relationship Management Systems
Flexible working
Moving your business to the Cloud
4.
Developing your ICT network/ infrastructure
Business Continuity
Talk to our Client Relationship Co-ordinator to check your eligibility and
arrange an appointment with one of our dedicated Business Advisers

8. http://www.youtube.com/watch?v=G7KZR9NwKQQ

9. Stay up to date
• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593

10. Boston Consulting report Oct 2012

12. Business is Changing
UK ?

13. Business with no change?
2012
Physical CDs - ½ million
Downloads –183m

14. Businesses that have adapted
6% of UK Sales
£2.6 billion
33% of UK Sales
£2 billion – digital
Financial Times
subscriptions :
316k digital vs 286k print
17% - book
revenues online

15. Marketing - what’s changed?

16. Old world
customer
marketing
TV
PR
Mail
shots
PRINT
Advertising
Radio

17. New world
marketing
TV
Social
media
Email
PPC
Mobile
PR
Search
Affiliat
e
Radio
Webinar
s
TED
AGMEN
FR
TWO-WAY
PRINT
Website
ID
RAP

18. What else has changed?
Customers…
•Have higher expectations
•Mobilisation – real time commentary
•They talk to each other – social media

19. The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability

20. People change
• Gen X
• Gen Y
• Gen Z
• Baby Boomers
• Millennials
• Digital Natives

21. • Business leaders need to think about
• How can we increase our brand awareness?
• How can I be with my customers all of the time?
• How can we provide consistently good customer service?
• How do I monitor what’s being said about me?
• How can I increase sales through new media channels?

22. Agenda
1.
Optimise for reach
2.
Think mobile
3.
The power of e-news
4.
Don’t ignore Social media
5.
Design CRM around customers
6.
Gain customer insights

23. 1. Optimise for reach
Search Engine optimisation - organic

26. Search Engine Optimation
Get the basics right
1.Optimise for onsite phrases
–
–
–
–
–
2-3 keyword phrases per page
Content, titles. Paragraph titles
Page titles
Footers
Images
2.Get strong and relevant links back to your site
3.Update your site regularly

27. • SEO basics video

28. Mole Valley Farmers
• 47% of site visits from
organic source
• High levels of content
• 300,000 pages on their
website that are indexed
by Google
• Broad phrase
approach

29. SEO next steps….
• Create new content
– that resolves customers issues
•
•
•
•
How do I choose the right wind turbine
How do I organise a ….
What’s the best …
How do I repair
– That meets with needs earlier in their buying journey
• What’s the best….
• What’s a …..
• How do I….
– That makes you an expert
• Create authority content

30. 2. Think mobile
How does mobile fit in with customer acquisition?

31. Gaining the mobile customer
http://www.youtube.com/watch?v=GRiwUCXPo8U

32. Mobile marketing
• We can check in…
• Facebook
– Check-in to your business
– Appears in friend’s feeds
• And advertise alongside checkin
– Discounts and deals
• Foursquare
– Check-in
– Vouchers and deals

33. Mobile marketing
Search by taking a photo through your mobile phone…..
Google Goggles
Use pictures to
search the web
Not typing or
speech

34. • http://www.wikitude.com/tour/wikitude-world-browser
Use your camera as
a browser….

35. Engaging customers
Engaging customers
through Augmented
through Augmented
Reality:
Reality:
L’Occitane, beauty manufacturer
L’Occitane, beauty manufacturer
have embraced Augmented
have embraced Augmented
reality, using it within their
reality, using it within their
printed brochures and in store
printed brochures and in store
for additional experiences and
for additional experiences and
instant purchase
instant purchase

36. Retaining customers
Retaining customers
through Augmented
through Augmented
Reality:
Reality:
Mitsubushi have used AR to
Mitsubushi have used AR to
create support for installers
create support for installers
replacing and repairing air
replacing and repairing air
conditioning units
conditioning units
http://www.youtube.com/watch?v=iz4ykMn3UR4

37. Aurasma
• http://www.aurasma.com
http://blippar.com
Create your own…and … tap-to-buy

38. Customers purchasing
Customers purchasing
through Augmented
through Augmented
Reality:
Reality:
Goertz shoe company, Germany
Goertz shoe company, Germany
have created aavirtual shoe store
have created virtual shoe store
for scanning, sizing and
for scanning, sizing and
purchasing in store
purchasing in store
http://www.youtube.com/watch?v=uSn7c1uw1_A

39. Google Glass
The next consumer
The next consumer
challenge – Google
challenge – Google
Glass:
Glass:
http://www.youtube.com/watch?v=V6Tsrg_EQMw
Google Glass

40. Mobile sales
And we can receive payments from cards….
2.75% per swipe for Visa, American Express, MasterCard and Discover.
No contracts, monthly fees or merchant accounts.
Funds are deposited into bank account the next day.

41. Is your business mobile friendly?r
• Your presence in databases in even more important –
Wikipedia, TripAdvisor, review sites.
• Make sure your website works well on a range of mobile
devices
• Check you can accept payments - sales
• Review your check-in options
• Create augmented reality applications, mobile
promotions, vouchers, deals
•Think mobile..

42. 3. The power of e-news

43. E-newsletter conversion rates
100,000,000 web visitors to e-commerce
sites*
Conversion Rate
E-news
3.9%
Google
2.4%
Facebook
1.5%
*optify Sept 2012

44. 1. E-newsletters
• Currently - 50,000 subscribers
• Has taken 5yrs to build
• Segmented
– Equine
– Shooting
– Farming

45. E-news is measurable
• 168,000 email subscribers
• Biweekly
• Current open rate ± 28%
• ROI on each email activity is ± £10,000 for
products in the email

46. Gather customers
emails religiously
• 3-4 stories
• Keep it simple
• Keep it visual
Always link back to website
Builds loyalty and advocacy
Creates 7 touch points for new sales

47. E-newsletters
• Segment for different audiences
• Measure each e-newsletter and review success
• Keep the content simple
• Always link back to website
• Measure journey on website from click (Analytics)

48. 4. Don’t ignore social media

50. Use social media for sales
• Listening for social cues
– Listening for your brand and reputation
• Listen to hashtags for mention of needs
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan

51. Hashtag ideas

52. ‘Content first’
strategy
Traditional
Media
Press
Social
networks
Facebook
Twitter YouTube
LinkedIn
Owned
Content
Video, blogs,
photos
Website
Responsive design
Mobile enabled
Adapted from ‘Media Cloverleaf’ by Richard
‘Tradigital’
E-news
Forums
Digital
magazines

55. Content first strategy
• What content?
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
Becoming significant in Search Results
Pre sales – research
Post sales - support

56. Creating video content
Creating video content
for customer retention:
for customer retention:
Sony Xperia have created aa
Sony Xperia have created
YouTube channel of all their
YouTube channel of all their
support and advice guides.
support and advice guides.

57. Creating communities
Keeping customers
Keeping customers
through community
through community
building:
building:
River Cottage have
River Cottage have
created a community that
created a community that
has 36,000 subscribers
has 36,000 subscribers
actively engaged…
actively engaged…
Revenue from customers
Revenue from customers
that are engaged in a
that are engaged in a
company's community is
company's community is
19 % higher on average
19 % higher on average
than from those that
than from those that
aren't.
aren't.
Source: AABig Payoff from Online
Source: Big Payoff from Online
Company Communities
Company Communities

58. Don’t ignore social media
• Use listening tools for sales opportunities and reputation
management
• Broadcast, but link back to your website & measure your
success
• Create a ‘content first’ strategy. Create content and use many
times
• Look at video as an engagement tool

59. 5. Design CRM around customer
experiences

60. Customer Experience
Customer Experience
Management is becoming
Management is becoming
the next big thing.
the next big thing.
‘It’s not just about the
‘It’s not just about the
product anymore.
product anymore.
Customers shape their
Customers shape their
attitudes and behaviours
attitudes and behaviours
toward companies based
toward companies based
on the totality of their
on the totality of their
experiences with a brand,
experiences with a brand,
including support and
including support and
other
other
interactions they have.’
interactions they have.’
CRM  CXM

61. Why use a CRM?
• A CRM can connect every area of business that touches the customer –
– Marketing
– Sales
– After sales support
• And areas which the customer may not see
– Finance
– Accounting integration
CRM moves the company from a product centric focus to a
customer driven focus.

62. http://www.youtube.com/watch?
v=TXWn_4lumkw

63. What can a CRM system do?
Collate customer information
•Enquiries received
•Telephone calls made/received
•Meeting notes
•Business cards received
•Leads Generated
•Letters/Emails sent & Received
•Attendees to Seminars
•Website hits
•Project plans

64. Outputs
Customer Data
Analytics
Project Management
Reporting

65. Customer relationship management systems

66. Map your CRM to your customer journey

67. 6. Gain customer insights

68. • How well do we know our customers?
• We are creating 2.5 billlion GB of data every day
• In the last 2 years we have created 90% of the
data on the planet

70. Customer intelligence
• Analysing customer behaviour
•
•
•
•
•
•
•
•
Web statistics
Social media mentions, engagement
Email traffic
Telephone conversation logging
Knowledge base usage
Web searches
Social media cues sentiment analysis
Feedback

71. Understanding analytics
1.
Who are your visitors
2.
How do they get to your site
3.
What do they do once they are there

73. How much Klout do you have?

74. Predictive Analytics
• Want to predict who your customers will be?
Predictive analytics can help do that
• Tesco– can predict the exact day customers will
return and the amount they will send within £10 for
around 20% of their customers
• issues100m personalised coupons at checkout. PA
has increased redemption rates x 4 times.
• Mobile phone company – have successfully
predicted mobile subscribers that are 10x more likely
than average to cancel
• HP – PA models generate ‘flight risk’ score for all
employees. Estimates $300m savings

75. • LA Police
• Review 13 million past crimes to predict current behaviour

76. Gain customer insights
• Look at what data you store, Analytics, Social, e-news,
• Review your Klout (or Peer review) score against your
competitors
• Look at where your business could gain more data
• Think about Predictive Analytics

77. New ways to win and keep customers

78. Find out more
• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593

79. Questions?