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A morning workshop delivered to over 60 delegates at Bailbrook House Hotel in Bath exploring a wide variety of Social Media Marketing opportunities for business.
Citation preview
1Slides available from www.159.be
Guerrilla e-marketing
Join the r-evolution
2Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
3Slides available from www.159.be
World Wide Web – Reality Check
4Slides available from www.159.be
Vast Market Opportunity
World Wide Web – Reality Check
5Slides available from www.159.be
World Wide Web – Reality Check
6.9 Bn
1.8 Bn
46m
6Slides available from www.159.be
Lots of money spent online
World Wide Web – Reality Check
7Slides available from www.159.be
World Wide Web – Reality Check
2009 2010
£88 bn £118 bn
£150 bn £200 bn
8Slides available from www.159.be
2005 2006 2007 2008 2009 20100
20
40
60
80
100
120
£ B
n
20.4
29.8
46.6
64.3
88
118
Source IMRG
• World Wide Web – Reality Check
9Slides available from www.159.be
New ways of working means
People spend more and moretime online
World Wide Web – Reality Check
10Slides available from www.159.be
PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G
World Wide Web – Reality Check
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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?
12Slides available from www.159.be
Is your site ready?
The right name
The right site
13Slides available from www.159.be
Choosing a domain name
• What name could you use?Business nameService nameProduct name
• Short is good
• Think about how and where it will be usedPrintIn conversation
14Slides available from www.159.be
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
15Slides available from www.159.be
Choosing a name – The Bad
www.phones4u.co.uk
www.toys2wish4.com
www.4learning.com
www.any-domain-with-too-many-hyphens.co.uk
16Slides available from www.159.be
Choosing a name – The Ugly
ww
w.spe
edof
art.c
om
17Slides available from www.159.be
Choosing a name – The Ugly
ww
w.w
hore
pres
ents
.com
18Slides available from www.159.be
Choosing a name – The Ugly
www.pen
islan
d.ne
t
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Is your site ready?Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling and relevant content?
20Slides available from www.159.be
Does it Grab the Attention?
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
21Slides available from www.159.be
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!
22Slides available from www.159.be
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
23Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
24Slides available from www.159.be
Online Networks
25Slides available from www.159.be
26Slides available from www.159.be
Average age distribution across social network sites
0-17 18-24 25-34 35-44 45-54 55-64 65+
15%
9%
18%
25%
19%
10%
3%
Data source: Google Ad Planner
27Slides available from www.159.be
Social Networks
Social Media is the
No. 1 online activity
28Slides available from www.159.be
Social Networks
2/3rds of the Global Internet population visit
Social Networks
29Slides available from www.159.be
Social Networks
10% of all internet time is spent on Social
Networks
30Slides available from www.159.be
Social Networks
www.facebook.com
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1/ China
2/ India
3/ Facebook
4/ USA
If Facebook was a country it would be
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Adds 1/2m users every
day
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5bn minutesspent on
Facebook EVERY day
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1bn• web links
• news stories
• blog posts
shared each week
35Slides available from www.159.be
Facebook now has a greatershare of theinternet than
36Slides available from www.159.be
Online Networks – Howwww.facebook.com
37Slides available from www.159.be
Facebook – Getting Started
3 Types of presence
• Profile – personalo Can join groupso Ugly URLo Indexed by Search Engines
38Slides available from www.159.be
Facebook – Getting Started
3 Types of presence
• Page – businesso Can’t Join Groupso Can host appso “Vanity” URL o Indexed by Search Engineso Visitor stats available
Best for brands and businesses
39Slides available from www.159.be
Facebook – Getting Started
3 Types of presence
• Group – botho Linked to Site Admino New members have to be approvedo Send “Direct” messages to memberso Ugly URL
Great for organising at a personal level and smaller scale interactions [<5000 members]
40Slides available from www.159.be
Facebook – Getting Started – build profile
41Slides available from www.159.be
Facebook – Getting Started – build page
42Slides available from www.159.be
Facebook – Getting Started – Join In
43Slides available from www.159.be
Facebook – Advertising
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable • Daily Budget• Scheduling
• Test, Measure, Feedback
44Slides available from www.159.be
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
45Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
46Slides available from www.159.be
Business Networks
47Slides available from www.159.be
Over 100 millionregistered professional
users in more than
200 countries
Linkedin – Networking for Professionals
48Slides available from www.159.be
More than 50% located outside
of the USA
Linkedin – Networking for Professionals
49Slides available from www.159.be
More than 1.5m companies have
a Linkedin Company Page
Linkedin – Networking for Professionals
50Slides available from www.159.be
Adds 1m new members every 12 days
Linkedin – Networking for Professionals
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More than 2bn people searches
in 2010
Linkedin – Networking for Professionals
52Slides available from www.159.be
Linkedin – Networking for Professionals
www.linkedin.com
53Slides available from www.159.be
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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Linkedin – Advertise
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable • Daily Budget• Scheduling
• Test, Measure, Feedback
58Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
59Slides available from www.159.be
60Slides available from www.159.be
Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
61Slides available from www.159.be
Viral Marketing – How & Why
20
40020 x 20
400 x 20 8000
8000 x 20 160,000
160,000 x 20 3.2m
62Slides available from www.159.be
Viral Marketing – How & Why
The Thresher ‘Virus’
63Slides available from www.159.be
Viral Marketing – How & Why
• Discount Voucher intended for Suppliers and their Friends
• Circulated via chat-rooms, blogs and email 800,000 times
64Slides available from www.159.be
Viral Marketing – How & Why
• Created queues outside stores
• National TV news coverage
• National Radio coverage
• National Print news coverage
• Generated a rumoured £15m T/O
65Slides available from www.159.be
Viral Marketing -How
• Refer a friend
• Competitions
• Video
66Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
67Slides available from www.159.be
Video Marketing
68Slides available from www.159.be
Video Marketing
2nd most searched
site on theinternet
69Slides available from www.159.be
Video Marketing
3bnvideos watched
every day
70Slides available from www.159.be
Video Marketing
24 hoursof new contentuploaded every
minute
71Slides available from www.159.be
Video Marketing
Average personspends
15 minuteson YouTube every day
72Slides available from www.159.be
Video Marketing
70% of YouTube
activity takes place outside of
the USA
73Slides available from www.159.be
Video Marketing
YouTube clips now
incorporated in Google Search
results
74Slides available from www.159.be
Video Marketing
• Outsource to Video Production Company
• DIY
Your Video
75Slides available from www.159.be
Video Marketing
Your Video
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Video Marketing
Your Video
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Video Marketing
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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
79Slides available from www.159.be
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
80Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
81Slides available from www.159.be
Email Marketing
82Slides available from www.159.be
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
83Slides available from www.159.be
Why Email Marketing?
It’s Not Expensive
84Slides available from www.159.be
85Slides available from www.159.be
Why Email Marketing?
It’s Effective
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Why Email Marketing?
Sector Sent Delivery Open Rate CTR Response
B2CAcquisition 100% 91% 29% 27% 6%
B2CRetention 100% 91% 32% 28% 12%
B2BAcquisition 100% 88% 32% 25% 4%
B2B Retention 100% 90% 37% 30% 13%
Source – DMA Email Marketing Benchmarks Survey
87Slides available from www.159.be
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
88Slides available from www.159.be
Email Marketing – Key Elements to success
Quality Content
• Relevant
• Tailored
• GRAB attention
• Frequency
• Monitor, Measure, Feedback - repeat
89Slides available from www.159.be
Email Marketing – Measure by Measure
What can be measured
• Number of emails sent
• Number of bounces
• Number opened
• Number deleted without opening
• Action taken
90Slides available from www.159.be
Email Marketing – Measure by Measure
91Slides available from www.159.be
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 Managerwww.mailingmanager.com
• Graphic Mail www.graphicmail.co.uk
92Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
93Slides available from www.159.be
94Slides available from www.159.be
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
95Slides available from www.159.be
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
96Slides available from www.159.be
It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing
97Slides available from www.159.be
Blogging – Where
www.blogger.com
www.wordpress.com
98Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
99Slides available from www.159.be
100Slides available from www.159.be
101Slides available from www.159.be
Twitter – Who
International companiesCiscoIBMDell
Informational ServicesNasaMarketing DonutStartup Donut
Respected News ServicesBBCCNNDaily TelegraphBath Chronicle Celebrities
Demi MooreOprahStephen FryJonathan RossBritney Spears
Small BusinessesWilliam Grant – FoxGrantWarren Cass – Business SceneLindsay Smith – Team PixieFiona Davies – Flame InteriorsAnthony Lloyd – Fallowfields HotelNeil Ryder – If OnlyBryony Thomas – Clear Thought Consulting
PoliticiansDon FosterJacob Rees-MoggKerry McCarthyDuncan Hames
220m Businesses and Individuals
102Slides available from www.159.be
Twitter – Why
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
103Slides available from www.159.be
Twitter – How
Go to www.twitter.com
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Twitter – How
Write a short profile
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Twitter – HowFind People to Follow
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Anything
Twitter – What to Tweet
107Slides available from www.159.be
• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Summary
108Slides available from www.159.be
Andy Poulton
Business Link
M: 07966 547146
andypoulton
andypoulton
Thank You