Guerrilla marketing-2011

transcript

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Guerrilla e-marketing

Join the r-evolution

Introduction - Business Link – Services

What’s next?

• Make contact

Business Link

0845 600 99 66

enquiry@businesslinksw.co.uk

www.businesslinksw.co.uk

• Introduction

• Marketing – what we know

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

World Wide Web – The World Wide WHY!

Vast Market Opportunity

Lots of money spent online

New ways of working means

People spend more and more time online

Laptop

Netbook

iPhone

Smart Phone

Less Paper

Less Travelling

Less Carbon

IYRE = Improve Your Resource Efficiency

Is your business ready?

Do you have

• Phone systems in place to deal with calls?

• People to deal with enquiries?

• Stock to deal with uplift in orders?

• Logistics in place to deliver on new orders?

• Cashflow to meet increased demand?

Is your site ready?

The right name

The right site

Choosing a domain name

• What name could you use?Business name

Service name

Product name

• Short is good

• Think about how and where it will be usedPrint

In conversation

Choosing a name – The Good

www.diy.com

www.bbc.co.uk

www.cadbury.co.uk

www.wispa.co.uk

www.formula1.com

www.tesco.co.uk

Choosing a name – The Bad

www.phones4u.co.uk

www.toys2wish4.com

www.4learning.com

www.any-domain-with-too-many-hyphens.co.uk

Choosing a name – The Ugly

Is your site ready?

Do the pages open quickly?

Is it easy to navigate?

Loaded with compelling and relevant

content?

Does it Grab the Attention?

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION

Marketing – what we know

In 1873, John Wanamaker, father of the department store said

50% of marketing works

We don’t know which 50%

…….however, this is the traditional view in a pre-internet world!

Marketing – what we know

Everything on the internet can be measured

You just have to know how

If it can’t be measured – it’s probably not worth doing

• Introduction

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

Business Networks

Online Networks – Why

• Stay in touch with existing clients

• Reach out to new audiences and markets

• Better understanding of related markets

• Relative low cost of entry

• Possible high return

Facebook – The Big Daddy

Online Networking - Why

Reach new audiences

• Facebook – 550m

• MySpace – 110m

• Twitter – 185m

• LinkedIn – 85m

• Plaxo – 15m

• Ecademy – 12m

Online Networks – Howwww.facebook.com

Facebook – Getting Started

3 Types of presence

• Profile – personalo Can join groups

o Ugly URL

o Indexed by Search Engines

3 Types of presence

• Page – businesso Can’t Join Groups

o Can host apps

o “Vanity” URL

o Indexed by Search Engines

o Visitor stats available

Best for brands and businesses

3 Types of presence

• Group – botho Linked to Site Admin

o New members have to be approved

o Send “Direct” messages to members

o Ugly URL

Great for organising at a personal level and

smaller scale interactions [<5000 members]

Facebook – Getting Started – build profile

Facebook – Getting Started – build page

Facebook – Getting Started – Join In

Social Networks – Build your profile - Groups

• Search for groups

• Join some groups

• Start your own group

• Contribute and add value

• Link back to your website

• Introduction

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

Business Networks

Why Business Networks?

• LinkedIn – 85 million registered professional users

• Plaxo – 15 million registered users

• Ecademy – 12 million registered users

• Xing – 6 million registered users

OPPORTUNITY!

Business Networks – 6 Degrees of Separation

Linkedin – Networking for Professionals

www.linkedin.com

Linkedin – Getting Started – build profile

Linkedin – Getting Started – make contacts

Linkedin – Getting Started – find groups

Linkedin – Getting Started – Answers

• Introduction

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible

Viral Marketing – How & Why

40020 x 20

400 x 20 8000

8000 x 20 160,000

160,000 x 20 3.2m

Viral Marketing

Viral Marketing -How

• Refer a friend

• Competitions

• Video

Britain’s Got Talent

Susan Boyle

Over 70m viewings in 1 week

Link to YouTube Clip of Susan Boyle

http://www.youtube.com/watch?v=8OcQ9A-5noM

• Introduction

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

Video Marketing

• YouTube – 2Bn videos watched………..DAILY

• Video results appearing in Google Search

=You’ve been framed!

Business Opportunity2nd most searched site on the internet

Video Marketing

Link to YouTube Clip of Zombie Makeup

http://www.youtube.com/watch?v=Xrc42Kt-CeE

Your Video

• Look for an angle

• Look for the competition

• Get a feel for YouTube

• Think how else it could be used

Video Marketing

Your Video

Video Marketing

Your Video

• Prepare prepare prepare

• Prepare and learn your script

• use cue cards

•Prepare your location

• quiet and free from disturbance

• Prepare yourself

• Get filming

Video Marketing

• Introduction

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

Email Marketing

Why Email Marketing?

• Build Loyalty

• Remind former clients that you are still around

• Advise clients of full range of services

• Provide easy access to latest – news/advice/offers

It’s Not

Expensive

It’s

Effective

Sector Sent Delivery Open Rate CTR Response

Acquisition100% 91% 29% 27% 6%

Retention100% 91% 32% 28% 12%

Acquisition100% 88% 32% 25% 4%

Retention100% 90% 37% 30% 13%

Source – DMA Email Marketing Benchmarks Survey

Email Marketing – Key Elements to success

• Develop your database

• Existing Client Data

• Encourage Subscription through website

Offer enticement to subscribe

Exclusive deals, Top Tips, early access to information

• Subscription through other routes

Email Marketing – Key Elements to success

Quality Content

• Relevant

• Tailored

• GRAB attention

• Frequency

• Monitor, Measure, Feedback - repeat

Email Marketing – Measure by Measure

What can be measured

• Number of emails sent

• Number of bounces

• Number opened

• Number deleted without opening

• Action taken

Email Marketing – Measure by Measure

Email Marketing – Tools

• Mail Chimp www.mailchimp.com

• Vertical Response www.verticalresponse.com

• Constant Contact www.constantcontact.com

• iMailer www.emailtools.co.uk

• Reality Mail www.realitymail.co.uk

• Mailing Manager www.mailingmanager.com

• Graphic Mail www.graphicmail.co.uk

• Introduction

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

Blogging – Why

• An easy way to update latest news

• An informal way of communicating

• Helps with the search engine position of your website

• Opens your business to a wider audience

• Helps keep your clients updated

Blogging – When

When you have something to sell

When you have something new to offer

When something changes

When you have some news

When you have something to say

It’s really easy to set up and run a blog

1/ Sign up

2/ Choose a look

3/ Get typing

Blogging – Where

www.blogger.com

www.wordpress.com

• Introduction

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

TWITTER

Link to YouTube Clip of Twitter in Plain

English

http://www.youtube.com/watch?v=ddO9idmax0o

Twitter

Twitter – Who

International companiesCisco

Informational ServicesNasa

Marketing Donut

Startup DonutRespected News ServicesBBC

Daily Telegraph

Bath Chronicle CelebritiesDemi Moore

Stephen Fry

Jonathan Ross

Britney Spears

Small BusinessesWilliam Grant – FoxGrant

Warren Cass – Business Scene

Lindsay Smith – Team Pixie

Fiona Davies – Flame Interiors

Anthony Lloyd – Fallowfields Hotel

Neil Ryder – If Only

Bryony Thomas – Clear Thought Consulting

PoliticiansDon Foster

Jacob Rees-Mogg

Kerry McCarthy

Duncan Hames

185m Businesses and Individuals

Twitter – Why

• Easy to use

• Easy way to keep in touch

• A way to reach potentially large market

• Short sharp communication tool

Twitter – How

Go to www.twitter.com

Twitter – How

Write a short profile

Twitter – How

Find People to Follow

Anything

Twitter – What to Tweet

Twitter – HowRetweeting – Going Viral on Twitter

The Event

“Anything is Possible”

Entrepreneurship and networking with Wilfred Emmanuel Jones

The Problem

With 10 days to go the event is only about 1/3 subscribed

The Tweet

Twitter – HowRetweeting – Going Viral on Twitter

Re-Tweeted by

Marketing Donut 8,331

Bob Hayward 5,048

Warren Cass 3,957

Charlotte Manion 3,767

Startup Donut 2,686

Fiona Davies 2,395

Neil Ryder 687

Bryony Thomas 606

Andrew Mulvena 192

Total 28,792

1,123 Followers

• Introduction

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Summary

Link to YouTube Clip of “What the hell is

Social Media?”

http://www.youtube.com/watch?v=QLd9q88ohUs

How to eat an elephant

Ask others in the business or close• Geeks

• Family

• Children

Upskill Yourself & Your Management Team

• LMAS

• Strategic Development

Make use of FREE resources

www.businesslink.gov.uk/southwest

http://entrepreneurs.about.com

www.ehow.com

Bring in the Experts• Networking

• Consultants

• Introduction

• Social Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Summary

Andy Poulton

Business Link

M: 07966 547146

E: andy.poulton@businesslinksw.co.uk

Thank You