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Guerrilla Marketing

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Andrew Poulton
Andrew Poulton

A presentation delivered to the North and West Wilts FSB on Thursday March 10th at Whitley Golf Club, Melksham

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Guerrilla e-marketingJoin the r-evolution
AgendaIntroduction
Reality Check
Social Networks
Business Networks
Viral
Video Marketing
Email Marketing
Blogging
TwitterWorld Wide Web – Reality Check
World Wide Web – Reality CheckVast Market Opportunity
World Wide Web – Reality Check6.5 Bn1.5 Bn46m
World Wide Web – Reality CheckLots of money spent online
World Wide Web – Reality Check2009 2010Β£88 bn Β£118 bnΒ£150 bn Β£200 bn
World Wide Web – Reality Check1188864.3Β£ Bn46.629.820.4Source IMRG
World Wide Web – Reality CheckNew ways of working meansPeople spend more and moretime online
World Wide Web – Reality CheckPCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G
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?Is your site ready?The right nameThe right site
Choosing a domain name What name could you use?Business name Service name Product name
Short is good
Think about how and where it will be usedPrint In conversationChoosing a name – The Goodwww.diy.comwww.bbc.co.ukwww.cadbury.co.ukwww.wispa.co.ukwww.formula1.comwww.tesco.co.uk
Choosing a name – The Badwww.phones4u.co.ukwww.toys2wish4.comwww.4learning.comwww.any-domain-with-too-many-hyphens.co.uk
Choosing a name – The Uglywww.whorepresents.com
Is your site ready?Do the pages open quickly?Is it easy to navigate?Loaded with compelling and relevant content?
Does it Grab the Attention?A – I – D – A – Grab their ATTENTIONGenerate an INTERESTBuild the DESIREPromote the ACTION
Marketing – what we know In 1873, John Wanamaker, father of the department store said50% of marketing worksWe don’t know which 50%…….however, this is the traditional view in a pre-internet world!
Marketing – what we know Everything on the internet can be measuredYou just have to know howIf it can’t be measured – it’s probably not worth doing
AgendaIntroduction
Reality Check
Social Networks
Business Networks
Viral
Video Marketing
Email Marketing
Blogging
TwitterOnline Networks
Social Networks
Average age distribution across social network sites25%19%18%15%10%9%3%18-240-1725-3435-4445-5455-6465+Data source: Google Ad Planner
Social NetworksSocial Media is the No. 1 online activity
Social Networks2/3rds of the Global Internet population visit Social Networks
Social Networks10% of all internet time is spent on Social Networks
Social Networkswww.facebook.com
FacebookIf Facebook was a country it would be1/ China2/ India3/ Facebook4/ USA
FacebookAdds 1/2musers every day
Facebook5bn minutesspent on Facebook EVERY day
Facebook1bnweb links
news stories
blog postsshared each week
FacebookFacebook now has a greatershare of theinternet than
Online Networks – Howwww.facebook.com
Facebook – Getting Started3 Types of presence Profile – personal
Can join groups
Ugly URL
Indexed by Search EnginesFacebook – Getting Started3 Types of presence Page – business
Can’t Join Groups
Can host apps
β€œVanity” URL
Indexed by Search Engines
Visitor stats availableBest for brands and businesses
Facebook – Getting Started3 Types of presence Group – both
Linked to Site Admin
New members have to be approved
Send β€œDirect” messages to members
Ugly URLGreat for organising at a personal level and smaller scale interactions [<5000 members]
Facebook – Getting Started – build profile
Facebook – Getting Started – build page
Facebook – Getting Started – Join In
Facebook – AdvertisingTargeted
Either Cost per Click or Cost per 1,000 impressions
Measurable
Controllable
Daily Budget
Scheduling
Test, Measure, FeedbackSocial Networks – Build your profile - Groups Search for groups
Join some groups
Start your own group
Contribute and add value
Link back to your websiteAgenda Introduction
Reality Check
Social Networks
Business Networks
Viral
Video Marketing
Email Marketing
Blogging
TwitterBusiness Networks
Linkedin – Networking for Professionals100 millionregistered professional users in more than200 countries
Linkedin – Networking for ProfessionalsMore than 50%located outside of the USA
Linkedin – Networking for ProfessionalsMore than 1mcompanies have a Linkedin Company Page
Linkedin – Networking for ProfessionalsAdds 1mnew members every 12 days
Linkedin – Networking for ProfessionalsMore than 2bnpeople searchesin 2010
Linkedin – Networking for Professionalswww.linkedin.com
Linkedin – Getting Started – build profile
Linkedin – Getting Started – make contacts
Linkedin – Getting Started – find groups
Linkedin – Getting Started – Answers
Linkedin – AdvertiseTargeted
Either Cost per Click or Cost per 1,000 impressions
Measurable
Controllable
Daily Budget
Scheduling
Test, Measure, FeedbackAgenda Introduction
Reality Check

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