Web Marketing

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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


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6.9 Bn

1.7 Bn

47 m

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Lots of money spent online


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2009 2010

£88 bn £118 bn

£150 bn £200 bn

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0

20

40

60

80

100

120

2005 2006 2007 2008 2009 2010

£ B

n

Source IMRG

• World Wide Web – Reality Check


New ways of working & more

things to do means people

spend more and more time

online



PC

Laptop

Netbook

iPad / Tablets

iPhone / Smart Phone

WiFi

3G

4G



Old Hat – but still relevant



Get Found

Search Engine Optimisation [SEO]


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 Found

Search Engine Optimisation [SEO]


www.google.com/places

Get Found

Google Local


Probably the

greatest marketing opportunity

known!


Get Found

Google Ads


Email Marketing


Why Email Marketing?

It’s

Effective


Why Email Marketing?

It’s Not

Expensive



Email Marketing – Measure by Measure


Online Networks – Why

The Internet is Evolving

Bulletin Boards

1978

Web 1 dot zero

Websites and email

1990

Web 2 dot zero

User Generated Content

• Blogs

• Networking

2001

Web 3 dot zero

????


Time to First 50m Audience

38 Years

13 Years

4 Years

2 Years


Online Networks


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



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


Social Networks

Social Media is

the

No. 1

online activity


Social Networks

2/3rds of the

Global Internet

population visit

Social

Networks


Social Networks

10% of all

internet time is

spent on Social

Networks


Social Networks

www.facebook.com


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


Adds 1/2m

users every

day

Facebook


5bn minutes

spent on

Facebook

EVERY day

Facebook


1bn

• web links

• news stories

• blog posts

shared each week

Facebook


Facebook now

has a greater

share of the

internet than

Facebook


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.


Facebook – Get Started – build profile


Facebook – Get Started – build page


Facebook – Get Started – Join In


Facebook – Advertising

• Targeted

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

• Measurable

• Controllable

• Daily Budget

• Scheduling

• Test, Measure, Feedback


Social Networks – Profile Building Groups

• Search for groups

• Join some groups

• Start your own group

• Contribute and add value

• Link back to your website


Business Networks


Linkedin – Networking for Professionals


100 million

registered professional

users in more than

200 countries



More than 50%

located outside

of the USA



More than 1m

companies have

a Linkedin

Company Page



Adds 1m

new members

every 12 days



More than 2bn

people searches

in 2010



Linkedin – Getting Started – build profile Personal Profile


Company Profile

Linkedin – Getting Started – build profile


Linkedin – Getting Started – make contacts


Linkedin – Getting Started – find groups


Linkedin – Getting Started – Answers


Linkedin – Advertise

• Targeted

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

• Measurable

• Controllable

• Daily Budget

• Scheduling

• Test, Measure, Feedback


Viral Marketing’s free…..pst pass it on


Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible



20

400 20 x 20

400 x 20 8000

8000 x 20 160,000

160,000 x 20 3.2m



The Thresher ‘Virus’



• Discount Voucher intended for

Suppliers and their Friends

• Circulated via chat-rooms, blogs

and email 800,000 times



• Created queues outside stores

• National TV news coverage

• National Radio coverage

• National Print news coverage

• Generated a rumoured £15m T/O


Viral Marketing -How

• Refer a friend

• Competitions

• Video


Video Marketing


Video Marketing

2nd

most searched

site on the

internet


Video Marketing

2bn

videos watched

every day


Video Marketing

24 hours

of new content

uploaded every

minute


Video Marketing

Average person

spends

15 minutes

on YouTube

every day


Video Marketing

70%

of YouTube

activity takes

place outside of

the USA


Video Marketing

YouTube clips

now

incorporated in

Google Search

results


Video Marketing

• Outsource to Video Production Company

• DIY

Your Video


Video Marketing

Your Video


Video Marketing

Your Video


Video Marketing

Team Pixie

www.teampixie.co.uk


• Get a feel for YouTube

• Look at the competition

• Look for an angle

•Think how else it could be used

Video Marketing

Your Video



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


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


Blogging – Where

www.blogger.com

www.wordpress.com


TWITTER


Twitter


Twitter – Who

International companies Cisco

IBM

Dell

Informational Services Nasa

Marketing Donut

Startup Donut Respected News Services BBC

CNN

Daily Telegraph

Bath Chronicle Celebrities Demi Moore

Oprah

Stephen Fry

Jonathan Ross

Britney Spears

Small Businesses William Grant – FoxGrant

Warren Cass – Business Scene

Lindsay Smith – Team Pixie

Fiona Davies – Flame Interiors

Anthony Lloyd – Fallowfields Hotel

Neil Ryder – If Only

Bryony Thomas – Clear Thought Consulting

230m Businesses and Individuals


Twitter – Who


Twitter – Why

• Easy to use

• Easy way to keep in touch

• A way to reach potentially large market

• Short sharp communication tool


Twitter – How

Go to www.twitter.com


Twitter – How

Write a short profile


Anything

Twitter – What to Tweet


Apps


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


What’s on the Horizon?


Location Marketing


Location Marketing


Augmented Reality


Get Real – Augmented Reality


Groupon


• The Web – Reality Check

• “Old Hat”

• Networking

• Going Viral

• Video Marketing

• Blogging

• Twitter

• Apps

• On the Horizon

Agenda


Andy Poulton

Business Link

M: 07966 547146

E: [email protected]

Contact