Date post: | 27-Jan-2015 |
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Business |
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Guerrilla e-marketing
Join the r-evolution
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Introduction - Business Link – Services
What’s next?
• Make contact
Business Link
0845 600 99 66
www.businesslinksw.co.uk
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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World Wide Web – The World Wide WHY!
Vast Market Opportunity
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World Wide Web – The World Wide WHY!
Lots of money spent online
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World Wide Web – The World Wide WHY!
New ways of working means
People spend more and more time online
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PC
Laptop
Netbook
iPad
iPhone
Smart Phone
WiFi
3G
4G
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World Wide Web – The World Wide WHY!
Less Paper
Less Travelling
Less Carbon
IYRE = Improve Your Resource Efficiency
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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?
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Is your site ready?
The right name
The right site
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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
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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
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Choosing a name – The Bad
www.phones4u.co.uk
www.toys2wish4.com
www.4learning.com
www.any-domain-with-too-many-hyphens.co.uk
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Choosing a name – The Ugly
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Choosing a name – The Ugly
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Choosing a name – The Ugly
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Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling and relevant
content?
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Does it Grab the Attention?
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
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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!
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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
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Business Networks
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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
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Facebook – The Big Daddy
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Online Networking - Why
Reach new audiences
• Facebook – 550m
• MySpace – 110m
• Twitter – 185m
• LinkedIn – 85m
• Plaxo – 15m
• Ecademy – 12m
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Online Networks – Howwww.facebook.com
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Facebook – Getting Started
3 Types of presence
• Profile – personalo Can join groups
o Ugly URL
o Indexed by Search Engines
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Facebook – Getting Started
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
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Facebook – Getting Started
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]
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Facebook – Getting Started – build profile
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Facebook – Getting Started – build page
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Facebook – Getting Started – Join In
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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
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Business Networks
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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!
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Business Networks – 6 Degrees of Separation
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Linkedin – Networking for Professionals
www.linkedin.com
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Linkedin – Getting Started – build profile
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Linkedin – Getting Started – make contacts
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Linkedin – Getting Started – find groups
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Linkedin – Getting Started – Answers
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
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Viral Marketing – How & Why
20
40020 x 20
400 x 20 8000
8000 x 20 160,000
160,000 x 20 3.2m
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Viral Marketing
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Viral Marketing -How
• Refer a friend
• Competitions
• Video
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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
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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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
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Video Marketing
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Video Marketing
Link to YouTube Clip of Zombie Makeup
http://www.youtube.com/watch?v=Xrc42Kt-CeE
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Your Video
• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used
Video Marketing
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Your Video
Video Marketing
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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
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Email Marketing
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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
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Why Email Marketing?
It’s Not
Expensive
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Why Email Marketing?
It’s
Effective
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Why Email Marketing?
Sector Sent Delivery Open Rate CTR Response
B2C
Acquisition100% 91% 29% 27% 6%
B2C
Retention100% 91% 32% 28% 12%
B2B
Acquisition100% 88% 32% 25% 4%
B2B
Retention100% 90% 37% 30% 13%
Source – DMA Email Marketing Benchmarks Survey
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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
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Email Marketing – Key Elements to success
Quality Content
• Relevant
• Tailored
• GRAB attention
• Frequency
• Monitor, Measure, Feedback - repeat
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Email Marketing – Measure by Measure
What can be measured
• Number of emails sent
• Number of bounces
• Number opened
• Number deleted without opening
• Action taken
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Email Marketing – Measure by Measure
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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
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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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
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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
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It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing
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Blogging – Where
www.blogger.com
www.wordpress.com
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Link to YouTube Clip of Twitter in Plain
English
http://www.youtube.com/watch?v=ddO9idmax0o
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Twitter – Who
International companiesCisco
IBM
Dell
Informational ServicesNasa
Marketing Donut
Startup DonutRespected News ServicesBBC
CNN
Daily Telegraph
Bath Chronicle CelebritiesDemi Moore
Oprah
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
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Twitter – Why
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
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Twitter – How
Go to www.twitter.com
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Twitter – How
Write a short profile
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Twitter – How
Find People to Follow
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Anything
Twitter – What to Tweet
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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
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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
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Summary
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Link to YouTube Clip of “What the hell is
Social Media?”
http://www.youtube.com/watch?v=QLd9q88ohUs
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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
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• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Summary