guerrilla e marketing - tewkesbury - july 2010

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Guerrilla e-marketing

Join the r-evolution

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• Introduction

• Marketing – what we know

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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World Wide Web – The World Wide WHY!

Vast Market Opportunity

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6.5 Bn

1.5 Bn

46m

It’s all about size

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World Wide Web – The World Wide WHY!

Lots of money spent online

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£88 Bn

£121 Bn

It’s all about size

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0

20

40

60

80

100

120

140

2005 2006 2007 2008 2009 2010

£ B

n

20.429.8

46.6

64.3

88

121

Source IMRG

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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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PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G

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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 nameService nameProduct name

• Short is good

• Think about how and where it will be usedPrintIn 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

ww

w.s

peed

ofar

t.com

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Choosing a name – The Ugly

ww

w.w

hore

pres

ents

.com

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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?

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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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The route to your website

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• Introduction

• Marketing – what we know

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

24www.businesslink.gov.uk/southwest/eventspresentationsBusiness 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 – 400m

• MySpace – 110m

• Twitter – 105m

• LinkedIn – 65m

• Plaxo – 15m

• Ecademy – 12m

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Online Networks – Howwww.facebook.com

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Social Networks – Build your profile

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Online Networks – How

• Build your profile

• Search for Groups

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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

• Twitter

Agenda

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Business Networks

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Why Business Networks?

• LinkedIn – 65 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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Business Networks

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Business Networks

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• Introduction

• Marketing – what we know

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

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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• Introduction

• Marketing – what we know

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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Video Marketing

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

• Video results appearing in Google Search

=You’ve been framed!

Business Opportunity 2nd most searched site on the internet

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Video Marketing

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Video Marketing

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Social Networks – YouTube case study

www.beadsbylili.com

North Wilts based (Chippenham)

Launched November 2005

Selling beads for jewellery on line

Working from home

Features self produced video tutorials

Videos posted to YouTube

Was a “featured video” on global YouTube home page

Video views jumped from 24,499 to 232,389 in 24 hours

Website visitors jumped from 200 / day to 3,000 per day for 3 days

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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

• Twitter

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

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

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Why Email Marketing?

$1 Invested

$45.00 generated

Source – DMA Email Marketing Benchmarks Survey

$15.05 for other routes

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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, Monitor, Monitor

• Legal

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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 – The Law

• Pre-existing relationship

• Opt in or Double Opt in

• Sender is clearly identified

• Unsubscribe instructions with EVERY email

• No consent = SPAM

• Anti-Spam laws apply to Individualsandy.poulton@hotmail.com = individualandy.poulton@businesslinksw.co.uk = corporate

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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

• Twitter

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

www.typepad.com

www.movabletype.com

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• Introduction

• Marketing – what we know

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

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TWITTER

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Twitter in Plain Englishwww.youtube.com/watch?v=ddO9idmax0o

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Twitter – This year’s Media “Big Thing”?

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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

105m 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 – HowFind People to Follow

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Anything

Twitter – What to Tweet

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Applications

Twitter – Updating

140 Characters only

SMS

Web

Email

iPhone

SmartPhone

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Twitter – In Business

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• Introduction

• Marketing – what we know

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Summary

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What the hell is social media – in 2 minutes

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

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Andy Poulton

Business Link - 0845 600 99 66

www.businesslinksw.co.uk

M: 07966 547146

E: andy.poulton@businesslinksw.co.uk

Thank You