Guerrilla marketing-2011
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Guerilla E-Marketing, presented on Thursday 3rd February at the Alveston House Hotel
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Guerrilla marketing-2011
- 1. Guerrilla e-marketing http://goo.gl/j9kps Join the r-evolution 1
- 2. Introduction - Business Link – Services What’s next? • Make contact Business Link 0845 600 99 66 enquiry@businesslinksw.co.uk www.businesslinksw.co.uk http://goo.gl/j9kps 2
- 3. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 3
- 4. World Wide Web – The World Wide WHY! Vast Market Opportunity http://goo.gl/j9kps 4
- 5. World Wide Web – The World Wide WHY! Lots of money spent online http://goo.gl/j9kps 5
- 6. World Wide Web – The World Wide WHY! New ways of working means People spend more and more time online http://goo.gl/j9kps 6
- 8. World Wide Web – The World Wide WHY! Less Paper Less Travelling Less Carbon IYRE = Improve Your Resource Efficiency http://goo.gl/j9kps 8
- 9. 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? http://goo.gl/j9kps 9
- 10. Is your site ready? The right name The right site http://goo.gl/j9kps 10
- 11. 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 used Print In conversation http://goo.gl/j9kps 11
- 12. 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 http://goo.gl/j9kps 12
- 13. Choosing a name – The Bad www.phones4u.co.uk www.toys2wish4.com www.4learning.com www.any-domain-with-too-many-hyphens.co.uk http://goo.gl/j9kps 13
- 14. Choosing a name – The Ugly http://goo.gl/j9kps 14
- 15. Choosing a name – The Ugly http://goo.gl/j9kps 15
- 16. Choosing a name – The Ugly http://goo.gl/j9kps 16
- 17. Is your site ready? Do the pages open quickly? Is it easy to navigate? Loaded with compelling and relevant content? http://goo.gl/j9kps 17
- 18. Does it Grab the Attention? A – Grab their ATTENTION I – Generate an INTEREST D – Build the DESIRE A – Promote the ACTION http://goo.gl/j9kps 18
- 19. 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! http://goo.gl/j9kps 19
- 20. 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 http://goo.gl/j9kps 20
- 21. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 21
- 22. http://goo.gl/j9kps Business Networks 22
- 23. 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 http://goo.gl/j9kps 23
- 24. Facebook – The Big Daddy http://goo.gl/j9kps 24
- 25. Online Networking - Why Reach new audiences • Facebook – 550m • MySpace – 110m • Twitter – 185m • LinkedIn – 85m • Plaxo – 15m • Ecademy – 12m http://goo.gl/j9kps 25
- 26. Online Networks – How www.facebook.com http://goo.gl/j9kps 26
- 27. Facebook – Getting Started 3 Types of presence • Profile – personal o Can join groups o Ugly URL o Indexed by Search Engines http://goo.gl/j9kps 27
- 28. Facebook – Getting Started 3 Types of presence • Page – business o 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 http://goo.gl/j9kps 28
- 29. Facebook – Getting Started 3 Types of presence • Group – both o 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] http://goo.gl/j9kps 29
- 30. Facebook – Getting Started – build profile http://goo.gl/j9kps 30
- 31. Facebook – Getting Started – build page http://goo.gl/j9kps 31
- 32. Facebook – Getting Started – Join In http://goo.gl/j9kps 32
- 33. 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 http://goo.gl/j9kps 33
- 34. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 34
- 36. Why Business Networks? • LinkedIn – 85 million registered professional users • Plaxo – 15 million registered users OPPORTUNITY! • Ecademy – 12 million registered users • Xing – 6 million registered users http://goo.gl/j9kps 36
- 37. Business Networks – 6 Degrees of Separation http://goo.gl/j9kps 37
- 38. Linkedin – Networking for Professionals www.linkedin.com http://goo.gl/j9kps 38
- 39. Linkedin – Getting Started – build profile http://goo.gl/j9kps 39
- 40. Linkedin – Getting Started – make contacts http://goo.gl/j9kps 40
- 41. Linkedin – Getting Started – find groups http://goo.gl/j9kps 41
- 42. Linkedin – Getting Started – Answers http://goo.gl/j9kps 42
- 43. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 43
- 44. http://goo.gl/j9kps 44
- 45. Viral Marketing – How & Why • Get other people to do your marketing for you • It’s free • Give them something in return if possible http://goo.gl/j9kps 45
- 46. Viral Marketing – How & Why 20 20 x 20 400 400 x 20 8000 8000 x 20 160,000 160,000 x 20 3.2m http://goo.gl/j9kps 46
- 48. Viral Marketing -How • Refer a friend • Competitions • Video http://goo.gl/j9kps 48
- 49. Britain’s Got Talent Susan Boyle Link to YouTube Clip of Susan Boyle http://www.youtube.com/watch?v=8OcQ9A-5noM http://goo.gl/j9kps Over 70m viewings in 1 week 49
- 50. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 50
- 51. http://goo.gl/j9kps 51
- 52. Video Marketing You’ve been framed! = Business Opportunity 2nd most searched site on the internet • YouTube – 2Bn videos watched………..DAILY • Video results appearing in Google Search http://goo.gl/j9kps 52
- 54. Video Marketing Link to YouTube Clip of Zombie Makeup http://www.youtube.com/watch?v=Xrc42Kt-CeE http://goo.gl/j9kps 54
- 55. Video Marketing Your Video • Look for an angle • Look for the competition • Get a feel for YouTube • Think how else it could be used http://goo.gl/j9kps 55
- 56. Video Marketing Your Video http://goo.gl/j9kps 56
- 57. 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 http://goo.gl/j9kps 57
- 58. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 58
- 60. 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 http://goo.gl/j9kps 60
- 61. Why Email Marketing? It’s Not Expensive http://goo.gl/j9kps 61
- 62. http://goo.gl/j9kps 62
- 63. Why Email Marketing? It’s Effective http://goo.gl/j9kps 63
- 64. Why Email Marketing? Sector Sent Delivery Open Rate CTR Response B2C 100% 91% 29% 27% 6% Acquisition B2C 100% 91% 32% 28% 12% Retention B2B 100% 88% 32% 25% 4% Acquisition B2B 100% 90% 37% 30% 13% Retention Source – DMA Email Marketing Benchmarks Survey http://goo.gl/j9kps 64
- 65. 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 http://goo.gl/j9kps 65
- 66. Email Marketing – Key Elements to success Quality Content • Relevant • Tailored • GRAB attention • Frequency • Monitor, Measure, Feedback - repeat http://goo.gl/j9kps 66
- 67. Email Marketing – Measure by Measure What can be measured • Number of emails sent • Number of bounces • Number opened • Number deleted without opening • Action taken http://goo.gl/j9kps 67
- 68. Email Marketing – Measure by Measure http://goo.gl/j9kps 68
- 69. 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 http://goo.gl/j9kps 69
- 70. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 70
- 71. http://goo.gl/j9kps 71
- 72. 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 http://goo.gl/j9kps 72
- 73. 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 http://goo.gl/j9kps 73
- 74. It’s really easy to set up and run a blog 1/ Sign up 2/ Choose a look 3/ Get typing http://goo.gl/j9kps 74
- 75. Blogging – Where www.blogger.com www.wordpress.com http://goo.gl/j9kps 75
- 76. Agenda • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 76
- 77. TWITTER http://goo.gl/j9kps 77
- 78. Link to YouTube Clip of Twitter in Plain English http://www.youtube.com/watch?v=ddO9idmax0o http://goo.gl/j9kps 78
- 79. Twitter http://goo.gl/j9kps 79
- 80. Twitter – Who 185m Businesses and Individuals International companies Informational Services Cisco Nasa IBM Respected News Services Marketing Donut Dell BBC Startup Donut CNN Daily Telegraph Bath Chronicle Celebrities Demi Moore Oprah Small Businesses Stephen Fry William Grant – FoxGrant Jonathan Ross Warren Cass – Business Scene Britney Spears Lindsay Smith – Team Pixie Fiona Davies – Flame Interiors Anthony Lloyd – Fallowfields Hotel Politicians Neil Ryder – If Only Don Foster Bryony Thomas – Clear Thought Consulting Jacob Rees-Mogg Kerry McCarthy http://goo.gl/j9kps Duncan Hames 80
- 81. Twitter – Why • Easy to use • Easy way to keep in touch • A way to reach potentially large market • Short sharp communication tool http://goo.gl/j9kps 81
- 82. Twitter – How Go to www.twitter.com http://goo.gl/j9kps 82
- 83. Twitter – How Write a short profile http://goo.gl/j9kps 83
- 84. Twitter – How Find People to Follow http://goo.gl/j9kps 84
- 85. Twitter – What to Tweet Anything http://goo.gl/j9kps 85
- 86. Twitter – How Retweeting – 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 http://goo.gl/j9kps 86
- 87. Twitter – How Retweeting – Going Viral on Twitter 1,123 Followers 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 http://goo.gl/j9kps 28,792 87
- 88. Summary • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 88
- 89. Link to YouTube Clip of “What the hell is Social Media?” http://www.youtube.com/watch?v=QLd9q88ohUs http://goo.gl/j9kps 89
- 90. 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 http://goo.gl/j9kps 90
- 91. Summary • Introduction • Marketing – what we know • Social Networks • Business Networks • Viral • Video Marketing • Email Marketing • Blogging • Twitter http://goo.gl/j9kps 91
- 92. Thank You Andy Poulton Business Link M: 07966 547146 E: andy.poulton@businesslinksw.co.uk http://goo.gl/j9kps 92