centre parcs, march 2011 - guerilla and web marketing, march 2011

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1 businesslink.gov.uk/southwest/eventspresentations Guerrilla e- marketing Join the r-

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The New and Improved Guerilla E-Marketing seminar looking at the reasons why a business should be looking at Twitter, Facebook and Linkedin together with Viral and Video Marketing, Blogging and Apps

TRANSCRIPT

Page 1: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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

Guerrilla e-marketing

Join the r-evolution

Page 2: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

2www.businesslink.gov.uk/southwest/eventspresentations

• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 3: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

3www.businesslink.gov.uk/southwest/eventspresentations

World Wide Web – Reality Check

Page 4: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

4www.businesslink.gov.uk/southwest/eventspresentations

Vast Market Opportunity

World Wide Web – Reality Check

Page 5: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

5www.businesslink.gov.uk/southwest/eventspresentations

6.5 bn Global Population

1.5 bn – Global Internet Population

46m – UK Internet Population

World Wide Web – Reality Check

Page 6: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

6www.businesslink.gov.uk/southwest/eventspresentations

Lots of money spent online

World Wide Web – Reality Check

Page 7: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

7www.businesslink.gov.uk/southwest/eventspresentations

2010 – UK

£121bn Business to Consumer

£240bn Business to Business

World Wide Web – Reality Check

Page 8: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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0

20

40

60

80

100

120

140

2005 2006 2007 2008 2009 2010

£ B

n

20.4

29.8

46.6

64.3

88

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Source IMRG

• World Wide Web – Reality Check

Page 9: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

9www.businesslink.gov.uk/southwest/eventspresentations

New ways of working means

People spend more and moretime online

World Wide Web – Reality Check

Page 10: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

10www.businesslink.gov.uk/southwest/eventspresentations

PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G

World Wide Web – Reality Check

Page 11: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

11www.businesslink.gov.uk/southwest/eventspresentations

• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 12: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

12www.businesslink.gov.uk/southwest/eventspresentations

Online Networks

Page 13: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

13www.businesslink.gov.uk/southwest/eventspresentations

Online Networks

Page 14: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

14www.businesslink.gov.uk/southwest/eventspresentations

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

Page 15: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

15www.businesslink.gov.uk/southwest/eventspresentations

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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

Page 19: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Social Networks

www.facebook.com

Page 20: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

20www.businesslink.gov.uk/southwest/eventspresentations

1/ China

2/ India

3/ Facebook

4/ USA

Facebook

If Facebook was a country it would be

Page 21: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

21www.businesslink.gov.uk/southwest/eventspresentations

Adds 1/2m users every

day

Facebook

Page 22: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

22www.businesslink.gov.uk/southwest/eventspresentations

5bn minutesspent on

Facebook EVERY day

Facebook

Page 23: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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1bn

• web links

• news stories

• blog posts

shared each week

Facebook

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24www.businesslink.gov.uk/southwest/eventspresentations

Facebook now has a greatershare of theinternet than

Facebook

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25www.businesslink.gov.uk/southwest/eventspresentations

Facebook

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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26www.businesslink.gov.uk/southwest/eventspresentations

Facebook – Advertising

• Targeted

• Either Cost per Click or Cost per 1,000 impressions

• Measurable

• Controllable • Daily Budget• Scheduling

• Test, Measure, Feedback

Page 27: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

27www.businesslink.gov.uk/southwest/eventspresentations

Business Networks

Page 28: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Linkedin – Networking for Professionals

Page 29: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

29www.businesslink.gov.uk/southwest/eventspresentations

90 millionregistered professional

users in more than

200 countries

Linkedin – Networking for Professionals

Page 30: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

30www.businesslink.gov.uk/southwest/eventspresentations

More than 50% located outside

of the USA

Linkedin – Networking for Professionals

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31www.businesslink.gov.uk/southwest/eventspresentations

More than 1m companies have

a Linkedin Company Page

Linkedin – Networking for Professionals

Page 32: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

32www.businesslink.gov.uk/southwest/eventspresentations

Adds 1m new members every 12 days

Linkedin – Networking for Professionals

Page 33: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

33www.businesslink.gov.uk/southwest/eventspresentations

More than 2bn people searches

in 2010

Linkedin – Networking for Professionals

Page 34: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Linkedin – Profile

Personal Profile Company Profile

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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

Page 36: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

36www.businesslink.gov.uk/southwest/eventspresentations

• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 37: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

37www.businesslink.gov.uk/southwest/eventspresentations

Page 38: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

38www.businesslink.gov.uk/southwest/eventspresentations

Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible

Page 39: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

39www.businesslink.gov.uk/southwest/eventspresentations

Viral Marketing – How & Why

20

40020 x 20

400 x 20 8000

8000 x 20 160,000

160,000 x 20 3.2m

Page 40: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

40www.businesslink.gov.uk/southwest/eventspresentations

Viral Marketing – How & Why

The Thresher ‘Virus’

Page 41: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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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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42www.businesslink.gov.uk/southwest/eventspresentations

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

Page 43: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

43www.businesslink.gov.uk/southwest/eventspresentations

Viral Marketing -How

• Refer a friend

• Competitions

• Video

Page 44: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

44www.businesslink.gov.uk/southwest/eventspresentations

• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 45: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

45www.businesslink.gov.uk/southwest/eventspresentations

Video Marketing

Page 46: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Video Marketing

2nd most searched

site on theinternet

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Video Marketing

2bnvideos watched

every day

Page 48: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Video Marketing

24 hoursof new contentuploaded every

minute

Page 49: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Video Marketing

Average personspends

15 minuteson 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

Page 52: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Your Video

Video Marketing

• Outsource to Video Production Company

• DIY

Page 53: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Your Video

Video Marketing

Page 54: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Your Video

Video Marketing

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Your Video

• Look for an angle

• Look for the competition

• Get a feel for YouTube

• Think how else it could be used

Video Marketing

Page 56: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

56www.businesslink.gov.uk/southwest/eventspresentations

• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 57: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

57www.businesslink.gov.uk/southwest/eventspresentations

Page 58: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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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

Page 59: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

59www.businesslink.gov.uk/southwest/eventspresentations

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

Page 60: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

60www.businesslink.gov.uk/southwest/eventspresentations

Blogging – Where

www.blogger.com

www.wordpress.com

Page 61: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 62: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

62www.businesslink.gov.uk/southwest/eventspresentations

TWITTER

Page 63: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Twitter

Page 64: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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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

185m Businesses and Individuals

Page 65: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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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

Page 66: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

66www.businesslink.gov.uk/southwest/eventspresentations

• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 67: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

67www.businesslink.gov.uk/southwest/eventspresentations

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

Page 69: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

69www.businesslink.gov.uk/southwest/eventspresentations

• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 70: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

70www.businesslink.gov.uk/southwest/eventspresentations

What’s on the Horizon?

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Location Marketing

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An explosion in GPS enabled devices

One thing in common

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Location Marketing

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Augmented Reality

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Augmented Reality

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Groupon

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• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 80: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

80www.businesslink.gov.uk/southwest/eventspresentations

Old Hat – but still relevant

Page 81: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Probably the

greatest marketing opportunity

known!

Page 83: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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Email Marketing

Page 84: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

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• The Web – Reality Check

• Networking - Online

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

• Old Hat

Agenda

Page 85: Centre Parcs, March 2011 - Guerilla and Web Marketing, March 2011

85www.businesslink.gov.uk/southwest/eventspresentations

Andy Poulton

Business Link

M: 07966 547146

E: [email protected]

Thank You