guerrilla marketing
DESCRIPTION
A presentation delivered to the North and West Wilts FSB on Thursday March 10th at Whitley Golf Club, MelkshamTRANSCRIPT
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Guerrilla e-marketing
Join the r-evolution
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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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World Wide Web – Reality Check
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Vast Market Opportunity
World Wide Web – Reality Check
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World Wide Web – Reality Check
6.5 Bn
1.5 Bn
46m
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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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2005 2006 2007 2008 2009 20100
20
40
60
80
100
120
£ B
n
20.4
29.8
46.6
64.3
88
118
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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PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G
World Wide Web – Reality Check
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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?
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Is your site ready?
The right name
The right site
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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
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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
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Choosing a name – The Bad
www.phones4u.co.uk
www.toys2wish4.com
www.4learning.com
www.any-domain-with-too-many-hyphens.co.uk
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Choosing a name – The Ugly
ww
w.w
hore
pres
ents
.com
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Is your site ready?Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling and relevant content?
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Does it Grab the Attention?
A –
I –
D –
A –
Grab their ATTENTION
Generate an INTEREST
Build the DESIRE
Promote the ACTION
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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!
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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
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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Online Networks
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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
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Adds 1/2m users every
day
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5bn minutesspent on
Facebook EVERY day
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1bn• web links
• news stories
• blog posts
shared each week
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Facebook now has a greatershare of theinternet than
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Online Networks – Howwww.facebook.com
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Facebook – Getting Started
3 Types of presence
• Profile – personalo Can join groupso Ugly URLo Indexed by Search Engines
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Facebook – Getting Started
3 Types of presence
• Page – businesso Can’t Join Groupso Can host appso “Vanity” URL o Indexed by Search Engineso Visitor stats available
Best for brands and businesses
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Facebook – Getting Started
3 Types of presence
• Group – botho Linked to Site Admino New members have to be approvedo Send “Direct” messages to memberso Ugly URL
Great for organising at a personal level and smaller scale interactions [<5000 members]
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Facebook – Getting Started – build profile
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Facebook – Getting Started – build page
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Facebook – Getting 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 – Build your profile - Groups
• Search for groups
• Join some groups
• Start your own group
• Contribute and add value
• Link back to your website
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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Business Networks
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100 millionregistered 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 – Networking for Professionals
www.linkedin.com
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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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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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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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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Video Marketing
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Video Marketing
2nd most searched
site on theinternet
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Video Marketing
2bnvideos watched
every day
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Video Marketing
24 hoursof new contentuploaded every
minute
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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
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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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Your Video
• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used
Video Marketing
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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
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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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Email Marketing
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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
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Why Email Marketing?
It’s Not Expensive
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Why Email Marketing?
It’s Effective
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Why Email Marketing?
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
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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
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Email Marketing – Key Elements to success
Quality Content
• Relevant
• Tailored
• GRAB attention
• Frequency
• Monitor, Measure, Feedback - repeat
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Email Marketing – Measure by Measure
What can be measured
• Number of emails sent
• Number of bounces
• Number opened
• Number deleted without opening
• Action taken
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Email Marketing – Measure by Measure
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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 Managerwww.mailingmanager.com
• Graphic Mail www.graphicmail.co.uk
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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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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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It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing
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Blogging – Where
www.blogger.com
www.wordpress.com
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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Agenda
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98Slides available from www.159.be
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
200m Businesses and Individuals
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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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Twitter – HowFind People to Follow
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Anything
Twitter – What to Tweet
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Twitter – HowRetweeting – Going Viral on Twitter
The Event“Anything is Possible”Entrepreneurship and networking with Wilfred Emmanuel Jones
The ProblemWith 10 days to go the event is only about 1/3 subscribed
The Tweet
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Twitter – HowRetweeting – Going Viral on Twitter
Re-Tweeted by
Marketing Donut 8,331Bob Hayward 5,048Warren Cass 3,957Charlotte Manion 3,767Startup Donut 2,686Fiona Davies 2,395Neil Ryder 687Bryony Thomas 606Andrew Mulvena 192
Total 28,792
1,123 Followers
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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Summary
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• Introduction
• Reality Check
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
Summary
108Slides available from www.159.be
Andy Poulton
Business Link
M: 07966 547146
Thank You