Embed Size (px)
DESCRIPTION
Presentation slides from Business Link's 'Boost your marketing strategy event' at Center Parcs Longleat Forest on 2nd March 2011. Andy Poulton's (Business Link IT Adviser) presentation looks at the benefits of e-marketing and social media marketing and networking for business and how to integrate these strategies into your marketing plans.
Citation preview
1www.businesslink.gov.uk/southwest/eventspresentations
Guerrilla e-marketing
Join the r-evolution
2www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
3www.businesslink.gov.uk/southwest/eventspresentations
World Wide Web – Reality Check
4www.businesslink.gov.uk/southwest/eventspresentations
Vast Market Opportunity
World Wide Web – Reality Check
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
6www.businesslink.gov.uk/southwest/eventspresentations
Lots of money spent online
World Wide Web – Reality Check
7www.businesslink.gov.uk/southwest/eventspresentations
2010 – UK
£121bn Business to Consumer
£240bn Business to Business
World Wide Web – Reality Check
8www.businesslink.gov.uk/southwest/eventspresentations
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
121
Source IMRG
• World Wide Web – Reality Check
9www.businesslink.gov.uk/southwest/eventspresentations
New ways of working means
People spend more and moretime online
World Wide Web – Reality Check
10www.businesslink.gov.uk/southwest/eventspresentations
PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G
World Wide Web – Reality Check
11www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
12www.businesslink.gov.uk/southwest/eventspresentations
Online Networks
13www.businesslink.gov.uk/southwest/eventspresentations
Online Networks
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
15www.businesslink.gov.uk/southwest/eventspresentations
16www.businesslink.gov.uk/southwest/eventspresentations
Social Networks
Social Media is the
No. 1 online activity
17www.businesslink.gov.uk/southwest/eventspresentations
Social Networks
2/3rds of the Global Internet population visit
Social Networks
18www.businesslink.gov.uk/southwest/eventspresentations
Social Networks
10% of all internet time is spent on Social
Networks
19www.businesslink.gov.uk/southwest/eventspresentations
Social Networks
www.facebook.com
20www.businesslink.gov.uk/southwest/eventspresentations
1/ China
2/ India
3/ Facebook
4/ USA
If Facebook was a country it would be
21www.businesslink.gov.uk/southwest/eventspresentations
Adds 1/2m users every
day
22www.businesslink.gov.uk/southwest/eventspresentations
5bn minutesspent on
Facebook EVERY day
23www.businesslink.gov.uk/southwest/eventspresentations
1bn
• web links
• news stories
• blog posts
shared each week
24www.businesslink.gov.uk/southwest/eventspresentations
Facebook now has a greatershare of theinternet than
25www.businesslink.gov.uk/southwest/eventspresentations
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.
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
27www.businesslink.gov.uk/southwest/eventspresentations
Business Networks
28www.businesslink.gov.uk/southwest/eventspresentations
Linkedin – Networking for Professionals
29www.businesslink.gov.uk/southwest/eventspresentations
90 millionregistered professional
users in more than
200 countries
Linkedin – Networking for Professionals
30www.businesslink.gov.uk/southwest/eventspresentations
More than 50% located outside
of the USA
Linkedin – Networking for Professionals
31www.businesslink.gov.uk/southwest/eventspresentations
More than 1m companies have
a Linkedin Company Page
Linkedin – Networking for Professionals
32www.businesslink.gov.uk/southwest/eventspresentations
Adds 1m new members every 12 days
Linkedin – Networking for Professionals
33www.businesslink.gov.uk/southwest/eventspresentations
More than 2bn people searches
in 2010
Linkedin – Networking for Professionals
34www.businesslink.gov.uk/southwest/eventspresentations
Linkedin – Profile
Personal Profile Company Profile
35www.businesslink.gov.uk/southwest/eventspresentations
Linkedin – Advertise
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable • Daily Budget• Scheduling
• Test, Measure, Feedback
36www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
37www.businesslink.gov.uk/southwest/eventspresentations
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
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
40www.businesslink.gov.uk/southwest/eventspresentations
Viral Marketing – How & Why
The Thresher ‘Virus’
41www.businesslink.gov.uk/southwest/eventspresentations
Viral Marketing – How & Why
• Discount Voucher intended for Suppliers and their Friends
• Circulated via chat-rooms, blogs and email 800,000 times
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
43www.businesslink.gov.uk/southwest/eventspresentations
Viral Marketing -How
• Refer a friend
• Competitions
• Video
44www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
45www.businesslink.gov.uk/southwest/eventspresentations
Video Marketing
46www.businesslink.gov.uk/southwest/eventspresentations
Video Marketing
2nd most searched
site on theinternet
47www.businesslink.gov.uk/southwest/eventspresentations
Video Marketing
2bnvideos watched
every day
48www.businesslink.gov.uk/southwest/eventspresentations
Video Marketing
24 hoursof new contentuploaded every
minute
49www.businesslink.gov.uk/southwest/eventspresentations
Video Marketing
Average personspends
15 minuteson YouTube every day
50www.businesslink.gov.uk/southwest/eventspresentations
Video Marketing
70% of YouTube
activity takes place outside of
the USA
51www.businesslink.gov.uk/southwest/eventspresentations
Video Marketing
YouTube clips now
incorporated in Google Search
results
52www.businesslink.gov.uk/southwest/eventspresentations
Your Video
Video Marketing
• Outsource to Video Production Company
• DIY
53www.businesslink.gov.uk/southwest/eventspresentations
Your Video
Video Marketing
54www.businesslink.gov.uk/southwest/eventspresentations
Your Video
Video Marketing
55www.businesslink.gov.uk/southwest/eventspresentations
Your Video
• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used
Video Marketing
56www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
57www.businesslink.gov.uk/southwest/eventspresentations
58www.businesslink.gov.uk/southwest/eventspresentations
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
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
60www.businesslink.gov.uk/southwest/eventspresentations
Blogging – Where
www.blogger.com
www.wordpress.com
61www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
62www.businesslink.gov.uk/southwest/eventspresentations
63www.businesslink.gov.uk/southwest/eventspresentations
64www.businesslink.gov.uk/southwest/eventspresentations
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
65www.businesslink.gov.uk/southwest/eventspresentations
Twitter – Why
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
66www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
67www.businesslink.gov.uk/southwest/eventspresentations
Apps
68www.businesslink.gov.uk/southwest/eventspresentations
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
69www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
70www.businesslink.gov.uk/southwest/eventspresentations
What’s on the Horizon?
71www.businesslink.gov.uk/southwest/eventspresentations
Location Marketing
72www.businesslink.gov.uk/southwest/eventspresentations
An explosion in GPS enabled devices
One thing in common
73www.businesslink.gov.uk/southwest/eventspresentations
74www.businesslink.gov.uk/southwest/eventspresentations
Location Marketing
75www.businesslink.gov.uk/southwest/eventspresentations
Augmented Reality
76www.businesslink.gov.uk/southwest/eventspresentations
Augmented Reality
77www.businesslink.gov.uk/southwest/eventspresentations
78www.businesslink.gov.uk/southwest/eventspresentations
Groupon
79www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
80www.businesslink.gov.uk/southwest/eventspresentations
Old Hat – but still relevant
81www.businesslink.gov.uk/southwest/eventspresentations
82www.businesslink.gov.uk/southwest/eventspresentations
Probably the
greatest marketing opportunity
known!
83www.businesslink.gov.uk/southwest/eventspresentations
Email Marketing
84www.businesslink.gov.uk/southwest/eventspresentations
• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
85www.businesslink.gov.uk/southwest/eventspresentations
Andy Poulton
Business Link
M: 07966 547146
Thank You
