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Why it’s easier than ever to reach your target audience
April 15th 2010
Internet Marketing
www.mediamatters-pr.co.uk
Karen McNulty, chartered marketer and online specialist, Media MattersKaren outlines the opportunities presented to all businesses by the internet revolution
and explains the huge benefits of embracing this new world.
Sarah Burgess, sales and marketing director, Retirement Villages LtdThe national retirement specialists have embraced new media opportunities to reach an
older, niche market.
Karen Dykes, Anne Corder RecruitmentACR is an award-winning Peterborough-based recruitment business transformed by the
online revolution and now operating in a paperless environment.
Kelly Harrison, web/digital marketing manager,
Royal National Institute of Blind PeopleHow digital marketing, including social networking, is enabling the RNIB to reach a wider
audience, opening up brand new routes for communication and engagement.
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Karen McNultyMedia Matters
April 15th 2010
Internet Marketing
www.mediamatters-pr.co.uk
#IMPB10
Are you tweeting tonight?
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Going global is at our fingertips
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www.mediamatters-pr.co.uk
• TV performance on Britain’s Got Talent posted on YouTube
• Bloggers started to embed the video in blogs
• People linked to the blogs in Facebook, Twitter and email
• Within a week awareness was completely global
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Internet Marketing
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Marketing in 2000
• Raising awareness of products and services to generate sales leads
sales
• Advertising, flyers, brochures, mail-shots, PR, exhibitions… your website?
www.mediamatters-pr.co.uk
• Raising awareness of products and services to generate sales leads
sales…
• Advertising, flyers, brochures, mail-shots, PR, exhibitions…
Marketing in 2010
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• Your website• News and press releases online• Social Networking• Online advertising • Email marketing• Viral marketing• Search Engine Optimisation• Mobile marketing
And
= Internet Marketing
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What’s different about Internet marketing?
• Anyone can create content: USER GENERATED CONTENT (UGC)
• Easy to be creative• Extremely measurable• Low cost• Interactive• Fast
Create
Publish
Share…
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www.comparethemeerkat.com
www.comparethemarket.com
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Aleksandr Orlov
• 37,346 followers on Twitter
• 715,000 fans on Facebook
• 1,059,157 views on YouTube
• comparethemeerkat.com has had more than 3.6 million hits and gets more than 30,000 visitors daily
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How important is it?
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• Facebook now has 400 million users worldwide (Feb 2010)
• Social networking now accounts for 11% of all time spent online and a third of adults post at least once a week to social sites such as Facebook and Twitter.
• A quarter of adults publish a blog and upload video/audio they created.
Globally
Forrestor 2010
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• Nearly 60% of adults maintain a profile on a social networking site.
• 70% Read blogs, tweets and watch UGC video.
• has 37 million registered users who have created 1.6 million unique social networks
• has 50 million users worldwide (Jan 10), 11 million in Europe EConsultancy and
Forrestor 2010
Globally
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• 24 million active Facebook Users• 51% of all social network visits on the UK
are to Facebook• 17% of social network visits are to
• 3.3 million Twitter users• 3 million users
In the UK
Experian
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• Smartphones with internet access have had the effect of increasing email activity amongst users
• Two-thirds of smartphone owners say they use email on their phone
Econsultancy.com
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Facebook overtook Google with the number of visits in a week in the U.S in March 2010 for the first time
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How should you do it?
• Listen
• Join in
• Engage
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Listen
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Join in
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Engage
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Video
• 1.5 million businesses search YouTube every day for video content
• Video on your website improves your SEO score
• Web-enabled smartphones mean video is moving across platforms to mobile
• Google now includes video results in search results
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www.mediamatters-pr.co.uk
“The new rule is ‘mobile first’ in everything”
Eric Schmidt
(Google CEO)
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Mobile
• Smartphones are improving our internet experience on mobile
• In Dec 2009 29% of total UK mobile internet audience were using smartphones
• 5 million people in the UK access Facebook on their mobile
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The Ipad…
• Sold 300,000 on first day• Cannot print • Formats supported: Epub for eBooks and H264
video (not flash)• Has to work through iTunes to download
documents• Most ipod apps work without modification but
most will be updated to take advantage of screen size
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• Not just for big corporate players• Can you be a creative on a tight budget? • Very effective method to get visitors to you
using social media• Video as much as you can – practice• User generated content is considered better
(more genuine)
Viral Marketing
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• Oct 30th 2006 – the idea
• CEO starring
• 700% increase in turnover from 2006 – 2009
• 967,000 views per video
• Now use Facebook, Twitter and website as social media mix to promote campaign
• $85 starting budget
Blendtec’s story
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Is your business Internet marketing yet?
http://www.slideshare.net/mediamatters#IMPB10
Retirement Villages Ltd
Sarah Burgess
Sales and Marketing Director
Age Profile of U.K Social Networking Site Category Visitors May 2009 Total U.K., Age 15+ - Home & Work Locations Source: comScore World Metrix
Age Segment % Reach Average Hours per Visitor
Total U.K. Internet Audience
80% 4.6
Persons: 15-24 86% 5.4
Persons: 25-34 86% 5.4
Persons: 35-44 79% 4.3
Persons: 45-54 77% 3.9
Persons: 55+ 67% 3.7
Blogging
• positioned as experts
• generates more traffic
• stands out from the crowd
Blogging
• Viewed by 1000-plus people
• Read from top to bottom
• Good website click-through rate
Email Marketing
• Cost-effective
• Delivered to the right person
• They’ve asked for it!
Pay Per Click advertising (PPC)
Increasing brand exposure
• YouTube
- 6,700 viewings
• Website video
- 13,000 viewings
Do what works for you
All a question of balance
Why It’s Now Easier Than Ever To Reach Your Target
Audience
15th April 2010
Karen Dykes Recruitment Partner, Anne Corder Recruitment
Our Website
www.annecorder.co.uk
Re-launched January 2009
Analytics – Know Your Customers
• 43,547 total visits in 12 months • 22,913 absolute unique visitors
• 2 minutes 15 seconds average time on site
• 5.88 pages viewed per visit 12 months to 31 March 2010
Aim to Increase Website Traffic
• Improve search engine ranking
• Regular content updates
www.twitter.com/ACRPeterborough
Launched April 2009299 tweets
140 followers
www.linkedin.com/companies/anne-corder-recruitment
Engaging with business contacts 409 connections across the ACR team of
9 linked-in users
ACR Blog
www.annecorder.blogspot.com
Launched January 2009Average 3 blog posts per month779 unique visitors in 12 months
12 months to 31 March 2010
http://tiny.cc/ACRfacebook
Engaging with job seekers Launched March 2010
11 fans
E-shots • NewslettersJob seekers – Work WondersRecruiters / Hirers – ACR e-bulletin
• Events Invitations / ConfirmationsReminders
Digital Media
• Supporting ACR’s Green Credentials
• Reducing the use of paper
Engagement through the Internet
Kelly Harrison
Web and Digital Marketing Manager
Our website - www.rnib.org.uk
• Relaunched in Sept 2009
• New design, information architecture and improved user experience
• Approx 200,000 unique visitors per month
• New online shop on the way…
Who uses our website?
• Beneficiaries
• Supporters
• Intermediaries
Engagement through our website• E-newsletters
• Blogs
• Discussion forums
• RSS
• Podcasting
• Vodcasting
Supporting our website
• Changes to webteam
• Late adopters to social networking
• 3 key channels:
– You Tube
One account to rule them all?
• Corporate use
• Application forms
• Web development panel
– Website
– External sites
• www.twitter.com/rnib
• Tweeting approx 4 times per week
• Look and feel changes
• Customer services
• Linking through to our site
• Randoms!
• Screen shot
• www.facebook.com/rnibuk
• Facebook updates approx twice per week
• Fans comments
• Further development of the page
• Randoms!
• Screen shot
You Tube
• www.youtube.com/rnibuk
• Updated as and when
• Least developed due to cost of video production
• Randoms!
You Tube
• Screen shot
Analysis• Resources
• Time
• Engagement
• Core audience
• All publicity is good publicity? Think Nestle…
• Relax!
• http://uk.linkedin.com/in/kellyjharrison
www.mediamatters-pr.co.uk
Why it’s easier than ever to reach your target audience
April 15th 2010
Internet Marketing
www.mediamatters-pr.co.uk
Is your business Internet marketing yet?
http://www.slideshare.net/mediamatters#IMPB10
