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• The Web – Reality Check
• “Old Hat”
• Networking
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
Agenda
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World Wide Web – Reality Check
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Web Marketing is a Marathon
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This is a Sprint
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Vast Market
Opportunity
World Wide Web – Reality Check
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World Wide Web – Reality Check
6.9 Bn
1.5 Bn
47m
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Lots of money spent online
World Wide Web – Reality Check
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World Wide Web – Reality Check
2009 2010
£88 bn £118 bn
£150 bn £200 bn
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0
20
40
60
80
100
120
2005 2006 2007 2008 2009 2010
£ B
n
Source IMRG
• World Wide Web – Reality Check
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New ways of working means
People spend more and moretime online
World Wide Web – Reality Check
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PC
Laptop
Netbook
iPad / Tablets
iPhone / Smart Phone
WiFi
3G
4G
World Wide Web – Reality Check
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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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Old Hat – but still relevant
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Get Found
Search Engine Optimisation [SEO]
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83% of web users use Search Engines
95% use Google
50% of users go beyond page 1
10% of users venture past page 2
Get Found
Search Engine Optimisation [SEO]
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www.google.com/places
Get Found
Google Local
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Probably the
greatest marketing opportunity
known!
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Get Found
Google Ads
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Email Marketing
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Why Email Marketing?
It’s
Effective
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Why Email Marketing?
It’s Not
Expensive
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Email Marketing – Measure by Measure
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Online Networks – Why
The Internet is Evolving
Bulletin Boards
1978
Web 1 dot zero
Websites and email
1990
Web 2 dot zero
User Generated Content
• Blogs
• Networking
2001
Web 3 dot zero
????
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Time to First 50m Audience
38 Years
13 Years
4 Years
2 Years
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Online 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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Average age distribution across social network sites
0-17 18-24 25-34 35-44 45-54 55-64 65+
15%
9%
18%
25%
19%
10%
3%
Data source: Google Ad Planner
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Social Networks
Social Media is
the
No. 1
online activity
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Social Networks
2/3rds of the
Global Internet
population visit
Social
Networks
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Social Networks
10% of all
internet time is
spent on Social
Networks
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Social Networks
www.facebook.com
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1/ China
2/ India
3/ Facebook
4/ USA
If Facebook was a country it would be
1.33 bn
1.15 bn
650 m
311 m
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Adds 1/2m
users every
day
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5bn minutes
spent on
EVERY day
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1bn
• web links
• news stories
• blog posts
shared each week
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Facebook now
has a greater
share of the
internet than
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3 Types of presence
• Profile – personal
• Page – for businesses
• Groups - for anyone
Each has unique benefits and negatives. Research to
ensure you choose what’s best for you.
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Facebook – Get Started – build profile
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Facebook – Get Started – build page
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Facebook – Get Started – Join In
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Facebook – Advertising
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable
• Daily Budget
• Scheduling
• Test, Measure, Feedback
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Social Networks – Profile BuildingGroups
• Search for groups
• Join some groups
• Start your own group
• Contribute and add value
• Link back to your website
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Business Networks
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Linkedin – Networking for Professionals
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100 million
registered professional
users in more than
200 countries
Linkedin – Networking for Professionals
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More than 50%
located outside
of the USA
Linkedin – Networking for Professionals
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More than 1m
companies have
a Linkedin
Company Page
Linkedin – Networking for Professionals
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Adds 1m
new members
every 12 days
Linkedin – Networking for Professionals
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More than 2bn
people searches
in 2010
Linkedin – Networking for Professionals
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Linkedin – Getting Started – build profilePersonal Profile
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Company Profile
Linkedin – Getting Started – build profile
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Linkedin – Getting Started – make contacts
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Linkedin – Getting Started – find groups
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Linkedin – Getting Started – Answers
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Linkedin – Advertise
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable
• Daily Budget
• Scheduling
• Test, Measure, Feedback
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Viral Marketing’s free…..pst pass it on
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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 – How & Why
The Thresher ‘Virus’
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Viral Marketing – How & Why
• Discount Voucher intended for
Suppliers and their Friends
• Circulated via chat-rooms, blogs
and email 800,000 times
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Viral Marketing – How & Why
• Created queues outside stores
• National TV news coverage
• National Radio coverage
• National Print news coverage
• Generated a rumoured £15m T/O
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Viral Marketing -How
• Refer a friend
• Competitions
• Video
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Video Marketing
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Video Marketing
2nd
most searched
site on the
internet
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Video Marketing
2bn
videos watched
every day
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Video Marketing
24 hours
of new content
uploaded every
minute
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Video Marketing
Average person
spends
15 minutes
on YouTube
every day
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Video Marketing
70%
of YouTube
activity takes
place outside of
the USA
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Video Marketing
YouTube clips
now
incorporated in
Google Search
results
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Video Marketing
• Outsource to Video Production Company
• DIY
Your Video
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Video Marketing
Your Video
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Video Marketing
Your Video
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Video Marketing
Team Pixie
www.teampixie.co.uk
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• Get a feel for YouTube
• Look at the competition
• Look for an angle
•Think how else it could be used
Video Marketing
Your Video
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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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Blogging – Where
www.blogger.com
www.wordpress.com
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Twitter – Who
International companiesCisco
IBM
Dell
Informational ServicesNasa
Marketing Donut
Startup DonutRespected News ServicesBBC
CNN
Daily Telegraph
Bath Chronicle CelebritiesDemi Moore
Oprah
Stephen Fry
Jonathan Ross
Britney Spears
Small BusinessesWilliam Grant – FoxGrant
Warren Cass – Business Scene
Lindsay Smith – Team Pixie
Fiona Davies – Flame Interiors
Anthony Lloyd – Fallowfields Hotel
Neil Ryder – If Only
Bryony Thomas – Clear Thought Consulting
185m Businesses and Individuals
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Twitter – Who
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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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Anything
Twitter – What to Tweet
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Apps
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Apps
• Great for brand awareness
• Great for “going viral”
• Brand visibility every time someone uses their Mobile
• Can cost as little as £5,000 to develop
• Even a bad app is downloaded 100,000 times
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What’s on the Horizon?
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Location Marketing
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Location Marketing
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Augmented Reality
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Get Real – Augmented Reality
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Groupon
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• The Web – Reality Check
• “Old Hat”
• Networking
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
Agenda
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Andy Poulton
Business Link
M: 07966 547146
E: andy.poulton@businesslinksw.co.uk
Contact
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