webwisewomen nov 2009 updated

www.pleasewalkonthegrass.com

Simple steps to be taken to grow your business online, at low cost. The dos and don’ts during a recession ……or…


Don’t just sit there…

…do it


Three things


The web Marketing in a recession

Free stuff


What’s so great about the web?



A lot of links

A helluva lot of links

Quick

Cheap



http://homebusinessbranding.wordpress.com/2008/09/24/starting-before-you-start-successful-brand-building-in-pre-launch/

www.pleasewalkonthegrass.comwww.pleasewalkonthegrass.com


Give it away free…


http://www.wefeelfine.org/wefeelfine_pc.html


The power of weak ties

• Small tight networks

• Strong connections

v• Extensive open

networks• Weak connections

Scott, John. 1991. Social Network Analysis. London: Sage. See also Wikipedia entry on ‘Social Networks’

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Old web New web

• Static• One way• Specialised skills• Advertising• Impact• Spend• Bull****

• Dynamic• Two way• Everyone does it• Teaching• Involvement• Friend• Truth


Involvement…



You have to be in there…to know how it works

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A fundamental truth of new media…


Live the life of your customer

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Not:“how can I make you buy?”But:“how can we achieve this together?”

Jedi salesman



It’s not rocket-science

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…you don’t just get one shot


35lbs of clay

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…in fact it’s quite a good idea


http://www.lifeclever.com/what-50-pounds-of-clay-can-teach-you-about-design/


Marketing in a recession

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“In a recession, dare to invest aggressively in marketing, innovation and customer quality”, is the clear message to be drawn from PIMS (Profit Impact of Market Strategy)

What strategic investments should you make during a recession to gain competitive advantage in the recovery? Roberts K. Strategy and Leadership, Volume 31, Number 4, 2003 , pp. 31-39(9)

http://www.ingentaconnect.com/content/mcb/261;jsessionid=609jm2r4g9dc.alice


Invest in … Using…

• Promotion• Marketing• Branding• Product development• Customers

Picture from Saavem at http://www.sxc.hu/photo/1086908www.pleasewalkonthegrass.com


Old web New web

• Static• One way• Specialised skills• Advertising• Impact• Spend• Bull****

• Dynamic• Two way• Everyone does it• Teaching• Involvement• Friend• Truth

marketing marketing

Adapted fromNeo-marketing v old-school marketing, Kathy Sierra http://headrush.typepad.com/creating _passionate_users/

http://headrush.typepas.com/creating%20_passionate_users/




Big business is no longer in charge• Participation• Collaboration & sharing• Co-production• Richer/faster• Weightless


http://www.marketingpilgrim.com/2008/11/motrin-faces-twitter-headache-over-new-video-campaign.html

http://www.killercoke.org/

http://www.marketingpilgrim.com/2008/11/motrin-faces-twitter-headache-over-new-video-campaign.html


It all adds up

Value of networks+Investing in customers (especially in a recession)+Lots of free stuff=SME opportunity


Virtually Free


What you can do now…• Start a blog• Get a simple website• Start networking –

Facebook, Bebo, MySpace, LinkedIn etc

• Refer to all these offline• Connect them all• Promote yourself – Squidoo,

twitter, slideshare, etc • Read, Listen, Learn

Virtually Free


Keeping on the right track…

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(Simple principles…and possibly the next

book!)Pho

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insightwhat customers really want because you live

with them (online)you talk to them and

listen to them



purposebecause you know why you’re in business

+therefore what you can do for those customers (that no-one else can)



truthThe truth is out there (whether

you like it or not) so tell it+

Your own, unique, compelling truth (integrated and consistent)



beautyLooking good isn’t optional

+The best products and

services just work better



Thank [email protected]

webwisewomen nov 2009 updated

Business

web marketing

recession photo

customer photo

social networks photo

science photo

recession free stuff

old web new web static

compelling truth