guerrilla e marketing - tewkesbury - july 2010

1www.businesslink.gov.uk/southwest/eventspresentations

Guerrilla e-marketing

Join the r-evolution


• Introduction

• Marketing – what we know

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


World Wide Web – The World Wide WHY!

Vast Market Opportunity


6.5 Bn

1.5 Bn

46m

It’s all about size



Lots of money spent online


£88 Bn

£121 Bn

It’s all about size


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



New ways of working means

People spend more and more time online


PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G


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?


Is your site ready?

The right name

The right site


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


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


Choosing a name – The Bad

www.phones4u.co.uk

www.toys2wish4.com

www.4learning.com

www.any-domain-with-too-many-hyphens.co.uk


Choosing a name – The Ugly

ww

w.s

peed

ofar

t.com



ww

w.w

hore

pres

ents

.com



www.pen

islan

d.ne

t


Is your site ready?Do the pages open quickly?

Is it easy to navigate?

Loaded with compelling and relevant content?


Does it Grab the Attention?

A –

I –

D –

A –

Grab their ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION


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!


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


The route to your website


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda

24www.businesslink.gov.uk/southwest/eventspresentationsBusiness Networks


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


Facebook – The Big Daddy


Online Networking - Why

Reach new audiences

• Facebook – 400m

• MySpace – 110m

• Twitter – 105m

• LinkedIn – 65m

• Plaxo – 15m

• Ecademy – 12m


Online Networks – Howwww.facebook.com


Social Networks – Build your profile


Online Networks – How

• Build your profile

• Search for Groups


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


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Business Networks


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!


Business Networks – 6 Degrees of Separation


Business Networks


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible


Viral Marketing – How & Why

20

40020 x 20

400 x 20 8000

8000 x 20 160,000

160,000 x 20 3.2m


Viral Marketing


Viral Marketing -How

• Refer a friend

• Competitions

• Video


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


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


Video Marketing


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


Your Video

• Look for an angle

• Look for the competition

• Get a feel for YouTube

• Think how else it could be used

Video Marketing


Your Video

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

Video Marketing


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Email Marketing


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



It’s Not Expensive



It’s Effective



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



$1 Invested

$45.00 generated

Source – DMA Email Marketing Benchmarks Survey

$15.05 for other routes


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


Email Marketing – Key Elements to success

Quality Content

• Relevant

• Tailored

• GRAB attention

• Frequency

• Monitor, Monitor, Monitor

• Legal


Email Marketing – Measure by Measure

What can be measured

• Number of emails sent

• Number of bounces

• Number opened

• Number deleted without opening

• Action taken


Email Marketing – Measure by Measure


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 [email protected] = [email protected] = corporate


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


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


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


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


It’s really easy to set up and run a blog

1/ Sign up

2/ Choose a look

3/ Get typing


Blogging – Where

www.blogger.com

www.wordpress.com

www.typepad.com

www.movabletype.com


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


TWITTER


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


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


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


Twitter – Why

• Easy to use

• Easy way to keep in touch

• A way to reach potentially large market

• Short sharp communication tool


Twitter – How

Go to www.twitter.com


Twitter – How

Write a short profile


Twitter – HowFind People to Follow


Anything

Twitter – What to Tweet


Applications

Twitter – Updating

140 Characters only

SMS

Web

Email

iPhone

SmartPhone


Twitter – In Business


• Introduction


• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Summary


What the hell is social media – in 2 minutes

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


Andy Poulton

Business Link - 0845 600 99 66

www.businesslinksw.co.uk

M: 07966 547146

E: [email protected]

Thank You