Guerrilla E-Marketing for Staple Hill Chamber of Trade

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WebMarketing

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• The Web – Reality Check

• “Old Hat”

• Networking

• Going Viral

• Video Marketing

• Blogging

• Twitter

• 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

1.7 Bn

47 m

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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

Source IMRG

• World Wide Web – Reality Check

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New ways of working & morethings to do means people spend more and more timeonline

World Wide Web – Reality Check

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PCLaptopNetbookiPad / TabletsiPhone / Smart PhoneWiFi3G4G

World Wide Web – Reality Check

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Old Hat – but still relevant

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Get FoundSearch Engine Optimisation [SEO]

Google

Base

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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 FoundSearch Engine Optimisation [SEO]

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www.google.com/places

Get FoundGoogle Local

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Probably the

greatest marketing opportunity

known!

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Google

Adwords

Get FoundGoogle 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 – WhyThe Internet is Evolving

Bulletin Boards1978

Web 1 dot zeroWebsites and email

1990

Web 2 dot zeroUser 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

Facebook

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

Facebook

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5bn minutesspent on

Facebook EVERY day

Facebook

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1bn• web links

• news stories

• blog posts

shared each week

Facebook

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Facebook now has a greatershare of theinternet than

Facebook

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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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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 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 – 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 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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Video Marketing

Team Pixiewww.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

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Twitter

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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

230m 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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Location Marketing

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Location Marketing

www.foursquare.com

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Location Marketing – www.foursquare.com

How does it work?

Check In using an App on your phone

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Location Marketing – www.foursquare.com

How does it work?

Gain Badges / Points

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Location Marketing – www.foursquare.com

At participating destinations

• Show your Check in Badge

• Show your Mayoral Badge

• Earn Discount or Special Offer

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Location Marketing – www.foursquare.com

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Location Marketing – www.foursquare.com

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Groupon

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• The Web – Reality Check

• “Old Hat”

• Networking

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

Agenda

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Andy Poulton

Business Link

M: 07966 547146

E: andy.poulton@businesslinksw.co.uk

Contact