4 hour presentation madam glamour v090710
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http://www.thecreativecollective.com.au
http://www.thecreativecollective.com.au
• The Creative Collective + YummieMummie.com.au
Yvette Adams
http://www.thecreativecollective.com.au
Citizen of the world
http://www.thecreativecollective.com.au
Citizen of the world
http://www.thecreativecollective.com.au
Citizen of the world
http://www.thecreativecollective.com.au
Kids – Rio (6 years) + Matisse (3 years)
Yvette Adams
http://www.thecreativecollective.com.au
The types of things I do with my clients
2000 on the database 6729 on the database
Unique users per month to site = 665
Unique users per month to site = Regularly 5000+
Communication frequency = infrequent
Communication frequency = every two weeks – either newsletter or special offers
Online sales = $6000 per annum
Online sales = $100,000+ per annum
Predominantly offline marketing
Predominantly online marketing
http://www.thecreativecollective.com.au
Let me get to know you a little better…
• Facebook? know it? use it?• Linkedin? know it? use it?• Twitter? Know it? Use it?• Blog? have one? work it?• Website? have one? use it?• CMS website? have one? reap the reward?• Online database? have one? use it?• SEO? know it? use it?• Adwords? Know it? use it?• Emarketing? Know it? use it?• Ecommerce? have one? use it?
http://www.thecreativecollective.com.au
• That you are REALLY excited, committed and FIRED UP abour your online business
• That you need to establish, then grow your database• That you’d like to get sales happening as soon as possible• That you’d love to be as efficient as you can• That you’d love to automate tasks where possible• That you’d like to know about the most cutting edge, innovative
marketing strategies currently available to you• That you are only interested in strategies that give you a
GREAT return on investment
Important presumptions I’ve made about you for my presentation
STOP START
Always doing what you’ve always done (because you’ll always get what you’ve always go, or worse – times are changing!)
Thinking outside the square of the most innovative marketing strategies you could possibly engage in
Burying your head in the stand and making excuses about being busy/non techie/limited by budget
Being open minded about the possibilities and how they could benefit your business some of which are very easy to do and low cost or no cost!
Throwing stuff out there with no proper measurement devices in place
Tracking and measuring EVERYTHING you do
Measuring the cost of advertising and marketing activities
Measuring the impact of marketing activities
Doing things offline… ..if they can often be done faster and cheaper online
Guessing and presuming what your prospectives and clients want
Conducting research to understand buying motives and barriers to sale
The effect I hope to have on you…The effect I hope to have on you…
STOP START
Looking for new business If you haven’t maximised what you’re already sitting on and what they are worth to you
Having casual phone, email and walk in chats to prospective clients
A bullet proof prospect to conversion system that capitalises on every contact you receive
Waiting until your client comes to you
Keeping in touch via a frequency and method that is helpful, not annoying
Not wanting to put yourself in the spotlight
Creating and taking publicity opportunities for the good of your business
Hoping for the best and having a ‘bit of an idea’ of what you want to achieve at the end of the day
Getting crystal clear about your objectives, setting SMART goals and targets
The effect I hope to have on you…The effect I hope to have on you…
The sales funnel
The ice-cream
The Ice-Cream Marketing Funnel
© 2006 Yvette Adams
http://www.thecreativecollective.com.au
Setting the scene
http://www.youtube.com/watch?v=sIFYPQjYhv8
http://www.thecreativecollective.com.au
Setting the scene
As of September 2009, there were 1.73 billion internet
users in the world.
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Setting the scene
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Setting the scene
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Setting the scene
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Setting the scene
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Setting the scene – Australia stats
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How many internet users in Australia?
• As of June 2009, the Australian Bureau of Statistics reported 8.4million active internet subscribers in Australia.
• According to ComScore Australia’s internet population over the age of 15 in 2009 grew to 12.6 million Australians from 11.3 in 2008. ComScore, November 2009
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• CSIRO is developing wireless technologies to bring broadband Internet access to rural and remote areas of Australia. http://www.csiro.au/science/Broadband-to-the-bush.html
• The Rudd Government’s introduced a mandatory censoring of certain internet content filtering plan at the end of 2008. The plan was first created as a way to combat child pornography and adult content, but could be extended to include controversial websites on euthanasia or anorexia.
See these website for more info:• http://www.netalert.gov.au/• http://openinternet.com.au/ • http://google-au.blogspot.com/2009/12/our-views-on-mandatory-isp-
filtering.html
Issues affecting your online business In Australia
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So how can you & your business ride the exciting internet wave??
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1. EQUIPMENT & SOFTWARE - http://www.e-businessguide.gov.au/understanding/start/equipment
2. SECURITY - http://www.staysmartonline.gov.au/secure-computer3. BE ALERT - https://www.ssoalertservice.net.au/user/?action=register4. INTERNET CONNECTIONS-
http://www.e-businessguide.gov.au/understanding/start/connected and http://www.e-businessguide.gov.au/building/technical/connection
5. Downloads, uploads & bandwidth - http://www.planetisp.com.au/calculator.php
6. BACK UPS – Back up often!7. BROWSERS – Explorer, Firefox, Chrome, Safari & More8. EMAIL - http://www.e-businessguide.gov.au/understanding/start/email
9. GETTING MOBILE - http://www.staysmartonline.gov.au/secure-smartphone
Well first you gotta get your tool kit ready…
http://www.thecreativecollective.com.au
Now for some more fun tools…
Google has a lot to offer….
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1. Google Account https://www.google.com/accounts/NewAccount
2. Google Profile http://www.google.com/profiles/
3. Google Maps http://www.google.com/maps
4. Google Alerts http://www.google.com/alerts
5. Google Calendar http://www.google.com/calendar
6. Google Analytics http://www.google.com/analytics
7. Google Trends http://www.google.com/trends
8. Google Webmaster http://www.google.com/webmaster
AND there is many more!
A small intro to the suite of Google’sfree tools
Tracking the results
• Google Analytics or other web stats in place• Offline procedures in place
You must ask every single person who:• Walks in• Phones up• Emails you
For their: • Name• Email• Phone – main and alternative is ideal• Post code• Preferred method of contact i.e. phone or email• HOW THEY HEARD ABOUT YOU. ‘newspaper’ is not enough –
try and extract exact name of the publication and note it.
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It should be the epicentre of your business It can work for you 24/7 It can grow with your business – i.e. more classes, change
of contact details, news etc. Google will reward you The demographic you are targeting demand it (Gen X & Y)
starts a search for new info, services and products on a search engine, Cell phone, no landline, pay bills online, Reads blogs/websites/youtube not newspaper, does not have Yellow Pages, into Social networking, judges brands by their web site.
THERE ARE NOW MORE GEN X & Y IN THE WORKPLACE THAN BABYBOOMERS
PRIORITY 1 – Get the website right. WHY?
http://www.thecreativecollective.com.au
Traits of a GOOD website
Visually appealing Fulfills the ‘8 second rule’ Data capture prominent and enticing for users to leave details i.e.
incentive Any desired call to action prominently featured Opportunities for clients to ‘interact’ where-ever possible –
comments, fill in form, check availability, view photos, videos, audios etc.
Easy to find the information they want with multiple navigation points plus main service offerings clearly identifiable
Loads fast Scannable copy with lots of internal links Search engine optimised Regularly updated so encourages repeat visits – events and news
articles good here
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Options include:
• Google Maps, Profile etc• Business directories – paid and unpaid• Government/council/local directories• Industry directories• Social media (but we’ll go into that more later)
PRIORITY 2 – Establish a web presence
http://www.thecreativecollective.com.au
http://www.thecreativecollective.com.au
Visibility on Google Maps gives you access to approx 2.6 million Australians each month according to Roy Morgan
Are you on there? It’s free!
Google Maps
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The types of categories you might like to list for
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The types of categories you might like to list for
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The types of categories you might like to list for
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• Yellow pages - http://www.yellowpages.com.au/awu_freeListing.do
Free business directories
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Search ‘free business directory’ or ‘free business listing’ or similar
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Example of a free business directory
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1.2 – Paid business directories
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Government/council directories
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Local directories
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Industry directories
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Article directories
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Article directories
PR news wires
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PR news wires
Blogs
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• Means you can quickly and easily contact your database in a relevant way rather than spending hours on the phone ‘ringing around’ and not getting any body or hours printing and collating envelopes and posting out specials or running the risk of missing people from hotch potch excel spreadsheets or ‘groups’ in outlook.
• You can start to do contras with other companies i.e. I’ll give you a mention in my blast out if you’ll give me one in yours
• Adds significant value to your business should you ever decide to sell it.
• Gives you a good birds eye view of your business.
• Can grow automatically overnight if linked toyour website
PRIORITY 3 – Establish a database The importance of a centralised, online database
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Why Microsoft Outlook/Express/ Hotmail etc just won’t do
error 452 4.5.3 Too many recipients specified
You have exceed the maximum number of recipients allowed within one hour. Please try again in one hour.
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Six things you need to know about databases
1. Have one
2. Grow it – You need to be constantly thinking of ways to grow your database.
3. Segment it into relevant client groups that apply to your business – different people are interested in different products, services, events or information you might have on offer so don’t bother them with things that don’t apply. Just think, how would you like someone telling you all about make-up when you’re a bloke!
4. Communicate with either the entire database or the client groups mentioned above REGULARLY (but not so often that you end up annoying them and they unsubscribe) and RELEVANTLY.
5. Track results and listen to and implement the feedback your database give you
6. Get a system that will grow with you
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• Prospective clients• Deactivated clients• Current clients• VIP Clients
Categories every business should have
• By product purchase• By service• By gender• By location
Some others that may suit you
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1. Tell your clients, associates, and friends
2. Put a signup form on your home page and every page of your Web site.
3. Offer a free goodie for new subscribers - free article, report, resource list, e-book, etc.
4. Offer an incentive i.e. go in the draw to win a free shopping spree, new draw every month!
5. Swap ads in broadcasts from other databases
6. Buy ads in broadcasts from other databases
7. Plug your website/database sign up in your e-mail signature
8. Get content published in OTHER enewsletters
9. Promote your website/incentive to the professional organizations and associations you're a member of.
10. Encourage people to sign up on the back of your business cards.
11. Become active in a few online forums where your ideal market hang out.
Ways to start or grow your database
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The quick and dirty guidelines to effective emarketing
•80% of whether they open is the subject header – focus on What? (What will users find on this page — i.e., what's its function?) Why? (Why should they care — i.e., what's in it for them?) or the ‘so what factor’
•Frequency
•Timing
•Effective, relevant copy
•Irresistable offers/exceptionally strong calls to action
• Images
•Don’t forget your plain text version/MIME
•Meet your legal obligations — For example, CAN-SPAM for US senders.
•Test, test, test
•Test, measure, refine, repeat
http://www.thecreativecollective.com.au
http://www.businesscatalyst.com
Emarketing systems we use and recommend…
CASE STUDY | YummieMummie.com.au
Name:
Email:
Post code:
How did you hearabout us?
http://www.thecreativecollective.com.au
CASE STUDY | YummieMummie.com.au Set objectives & benchmarksGOALS:
1)To get 500 people registered on our database within first month of being live2)To get $30 in profit in first month of being live to cover only business overhead – monthly web hosting fee
TACTICS PRE LAUNCH:
1)Set up emarketing system2)Got ‘splash page’ up approx. 2 weeks prior to launch date3)Sent email to family, friends and other contacts, encouraged them to send on via pre-written email4)Posted link to site on social media profile pages5)Brokered deals for promotion to run in strategic alliance blast outs prior to launch6)Kept in touch with growing database to build anticipation ‘just a few days now’, ‘just a few hours’, unveiling prizes etc
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CASE STUDY | YummieMummie.com.au
TACTICS AT LAUNCH:
1)Went live when we said we’d go live (10am, 9 May)2)Tested to make sure everything was working3)Sat back and waited to see what would happen….
RESULTS AT LAUNCH: •Within 2 minutes of one strategic email going out, 28 sign ups•186 sign ups, day before site had even gone live•Went live at 10am…•By 11:30am - 500 sign ups
Unique users on www.yummiemummie.com.au site
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CASE STUDY | YummieMummie.com.au
FINAL RESULT
•Over 1000 on the database•Profit of $60, passive income in first two weeks of business
TACTICS DURING LAUNCH:
•Saw how effective cross marketing was working and brokered more• Saw leading referrer was http://www.lottos.com.au/forum/viewthreadlite.php and http://www.wincompetitions.com.au/board/index.php and posted more forum references
http://www.thecreativecollective.com.au
http://www.thecreativecollective.com.au
SEO & SEM
Search term
SEO stuff
PPC stuff
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SEO – search engine optimisation
Our methodology:
1. Research – keywords & competitors
2. Strategise plan of attack – select keywords, delegate tasks
3. Internal optimisation (on page) - page title, header tags, meta description, alt tags on images and links , keyword density
4. External optimisation (off page) - link strategies, article submissions, PR newswires, blogs
http://www.thecreativecollective.com.au
1. Research – keywords & competitors
Tools you can use:
1. https://adwords.google.com/select/KeywordToolExternal (free)
2. Goodkeywords – free
3. It’s not free, but it is pretty good: http://affiliate.wordtracker.com/d/722e16/699/a/155079/iMonthly cost: $52.70
4. http://www.keywordlocator.com. One time cost: $87
5. www.keywordspy.com + http://www.spyfu.com
6. Google Insights – compare search volume patterns across regions, categories and time frames
7. marketsamurai.com
8. domaintools.com – analyse ownership of competitor domains and therefore online strategy
There are many more too.
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Research – select keywords
Mistakes to avoid when selecting keywords:
Targeting:• Single-word terms • Terms that are way too broad, and not focused to what you offer • Terms that are too specialized, which nobody searches for • Terms which are unpopular • Highly-competitive terms which you can't hope to rank well for
Number of Google Matches Term
11,600,000 writer
1,200,000 real estate writer
48,000 freelance real estate writer
9,000 freelance real estate writer los angeles
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2. Strategise plan of attack – select keywords, delegate tasks
I am going to target the following keywords and key phrases……
I am going to optimise the following pages as a priority………
And further pages in this priority…….
I will need assistance from these areas……
http://www.thecreativecollective.com.au
3. Internal optimisation of page
• page title• header tags• meta description• keywords• alt tags on images and links• keyword density
http://www.thecreativecollective.com.au
<head>
<title>Cookies and Cream - designer childrens clothing. Fun fashion for kids. All the best labels - albetta, mama mio, baby legs +++</title>
<meta name="keywords" content="children, kid, baby, toddler, clothing, clothes, wear, fashion, designer, label" />
<meta name="description" content="Cookies and Cream - designer childrens clothing. Fun fashion for kids. All the best labels - albetta, mama mio, baby legs +++" />
<meta http-equiv="Content-type" content="text/html; charset=iso-8859-1" />
<meta name="publisher" content="Web Design by The Creative Collective http://www.thecreativecollective.com.au" />
<meta name="generator" content="" />
<meta name="robots" content="ALL" />
Meta data/ meta tags
1. External OPTIMISATION (off page)
Keyword density
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4. External optimisation (off page)
• Link strategies• Article submissions• PR newswires• Blogs
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SEM/PPC
Search term
SEO stuff
PPC stuff
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• Pay per impression
• Pay per click
• Content network v search network
• Set your budget
• Track, measure, refind
Pay per click – how it works
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• Google Adwords – target by keywords and regions
• Yahoo! Search Marketing (formerly Overture) - http://searchmarketing.yahoo.com/en_AU/
• Microsoft adCenter - https://adcenter.microsoft.com
• Facebook – target by towns/cities, gender, marital status, education +++
• Ebay – https://adcommerce.ebaypartnernetwork.com/adnetfiles/home/en-US/index.html
• Sensis Bidsmart - https://bidsmart.sensis.com.au/
• Others
Pay per click options
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http://www.thecreativecollective.com.au
• A study on social networking usage in Australia, found more than 70 percent of Internet users in Australia visited a social networking site in June 2009, up 29 percent from the previous year. ComScore, August 2009
• Yahoo!7 Answers received 2.5 million Australia visitors. Nielsen, November 2009• Twitter growth in the past 12 months in Australia equates to 1150%.November 2009• Wikipedia received 5.2 million Australian visitors. Nielsen, November 2009• 79.1% of internet users in Australia view online video. Universal McCann, July 2009• YouTube receives 6.17 million monthly Australian visitors. ComScore, 2009• Blogger received 3.1 million Australian visitors. Nielsen, November 2009
Australian social media stats
Company FiguresMore than 400 million active users50% of our active users log on to Facebook in any given dayMore than 35 million users update their status each dayMore than 60 million status updates posted each dayMore than 3 billion photos uploaded to the site each monthMore than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each weekMore than 3.5 million events created each monthMore than 3 million active Pages on FacebookMore than 1.5 million local businesses have active Pages on FacebookMore than 20 million people become fans of Pages each dayPages have created more than 5.3 billion fans
Average User FiguresAverage user has 130 friends on the siteAverage user sends 8 friend requests per monthAverage user spends more than 55 minutes per day on FacebookAverage user clicks the Like button on 9 pieces of content each monthAverage user writes 25 comments on Facebook content each monthAverage user becomes a fan of 4 Pages each monthAverage user is invited to 3 events per monthAverage user is a member of 13 groups
Facebook stats
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Facebook stats
Top 10 Facebook User Population
1. United States 79,983,7602. United Kingdom 19,592,8003. Turkey 12,451,3204. Canada 12,111,7205. France 11,657,1806. Italy 10,652,9607. Indonesia 8,175,6008. Australia 6,439,9809. Spain 6,284,12010. Colombia 5,970,040Source:checkfacebook.com - Aug 09
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•Over 6.4 Aussies are on Facebook or at least have opened an account - 38.48% of the Australian online population and 2.46% of the global audience (261,807,120 users)
•Australian Facebook users uploaded 80 million pictures, wrote 32 million wall posts and 45 million status updates in October. Nielsen, November 2009
•Facebook’s now accounts for 29 per cent of all time spent online by Australians – this has seen research group Nielsen define the trend as Facebook Time and Non Facebook Time. Nielsen, November 2009
•October social networking usage - Facebook’s unique audience was 8.1 million, followed by MySpace which was steady on 2.3 million users while Bebo lagged well behind on 358,000. Nielsen, November 2009
•Facebook grew by 32% over 08/09 and is the most engaged social network in Australia. *CheckFacebook.com
Facebook stats for Aussie
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Demographic of Australian Facebook users
• The Australian Facebook population is made of 55.6% of female and 44% of Male.
• Facebook remains a generation Y social network. The biggest segment is the 25-34 years old with 29.3% followed by the 18-24 with 28.8%.
• The 35 years + segment currently accounts for 30.4% of the Australian Facebook population and is according to Nielsen Online, the fastest growing segment.
Source:checkfacebook.com - Aug 09
• Personal pages • Company pages v Groups• Applications• Marketplace - Lets you sell, give away, buy, ask or
search for anything you want a in a trusted and fun environment. You can also use Marketplace to see what your friends are buying and selling.
• Facebook Ads
How it all works
Personal pagePersonal page
Businesspage
Groups
Groups
Group page
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Facebook advertising
Criteria = Anywhere in Australia27 – 50FemaleIn a relationship, engaged, married
What if we specify a city and a 50 mile radius?
Even more targeted!
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Worldwide traffic to Twitter.com reached 10 million visitors in February 2009, up a whopping 700 percent from the same time last year, according to comScore
But the question is, should you be doing it and what are the tangible results it can return?
5.0 To Twitter or not to Twitter – that is the question!
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Once you have a Twitter account (as easy as setting up a hotmail, gmail or similar email account and also free), essentially you have 140 characters to play with and tell people what you are doing.
The key to getting the return on your efforts is, like any other marketing, setting out with a specific objective in mind.
5.0 To Twitter or not to Twitter – that is the question!
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•To establish or build your organisation or individual profile•To drive traffic to your blog or website•To network with potential parents, influencers, or others in your niche.•To get valuable feedback•To build a community•To act as an alternative form of communication – quick and easy too!•To hire people – be they volunteers or paid?•To update your community of new etc.•To promote events/product launches/updates/fund-raising drives?•To provide live coverage of an event (you could ‘twitter’ updates from for instance a tele-thon, all night walk-athon etc)•To raise money for a child/family in need•To show a more personal side of yourself from your usual public persona?•To run occasional “twitter only” discounts and specials
Possible relevant objectives:
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•Once you have an objective you need to ‘follow people’ • Suck in your address book, search for relevant groups to join, list on directories, search for existing customers or influencers in your industry and clicking on the ‘follow’ button • Aim for relevancy and large number of followers•Follow and follow back - It is generally Twitter etiquette to reciprocate those who follow you by following them back
Follow and be followed
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•still an emergent phenomena, and as such, etiquette is negotiable•@creativecollect i.e. ‘enjoyed your presentation today – great tips!’• # hashtags are a community-driven convention for adding additional context and metadata to your tweets.Example uses Events or conferences, e.g.: "Tara's presentation on communities was great! #barcampblock" Disasters: "#sandiegofire A shelter has opened up downtown for fire refugees." Memes: "My #themeword for 2008 is conduct." Context: "I can't believe anyone would design software like this! #microsoftoffice" Recall: "Buy some toilet paper. #todo"Quote: "Great minds discuss ideas. Average minds discuss events. Small minds discuss people." ~Eleanor Roosevelt #quote
You thought texting was bad. Now learn twitterisms!
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• Feel good - Bonnie Sayers @autismfamily, a mother of children with autism, decided to use Twitter to promote awareness of autism and to allow those who live with it to share their experiences and knowledge with others. Dubbed “Twitter Autism Day” and connected with the #ASD hashtag, achieved huge number of tweets becoming a “trending topic” on more than one occasion during the day. Sharing their experiences over Twitter was a great way for parents and those suffering autism to connect.
• $$$ Story - In December 2008 computer giant Dell (@delloutlet) announced that it had generated $1 million online by posting e-commerce links to its Twitter feed. Latest reports say it has now surpassed $2m in Twitter related sales. Whilst it obviously isn’t a not for profit organization (far from it in fact) we’re sure you’ll agree it’s not a bad result for a little twittering!
Twitter success stories
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There’s one more very powerful marketing method I’ve purposely overlooked. Can you guess what it is?
Word of mouth!!!•Referrals•Incentives•Strategic alliances•The overall customer experience•Surveys/polls•Mystery shoppers•Immediate feedback asking for a referral
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How do you know if it’s working?
Ensure tracking is in place (Analytics)
Review your web stats regularly
Work out your cost per lead and cost per sale regularly
Re-allocate spend that is not working
Review your emarketing stats regularly
The sales funnel
The ice-cream
© 2006 Yvette Adams
http://www.thecreativecollective.com.au
The result?
Mmmm….
http://www.thecreativecollective.com.au
We have a growing range of products including ebooks,
dvds and audio sets available on all this and more!
See: http://www.thecreativecollective.com.au/shop.html
Want more on this stuff?Want more on this stuff?
http://www.thecreativecollective.com.au
Want constant tips & inspiration?
1. Sign up to our database 2. Connect to us on Linkedin.com 3. Like our Facebook page4. Follow us on Twitter5. Come to our Web Wed events6. Buy our products
You can do all this from our website:
http://www.thecreativecollective.com.au
http://www.thecreativecollective.com.au
QUESTIONS????QUESTIONS????