centre parcs, march 2011 - guerilla and web marketing, march 2011
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1www.businesslink.gov.uk/southwest/eventspresentations
Guerrilla e-marketing
Join the r-evolution
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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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World Wide Web – Reality Check
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Vast Market Opportunity
World Wide Web – Reality Check
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6.5 bn Global Population
1.5 bn – Global Internet Population
46m – UK Internet Population
World Wide Web – Reality Check
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Lots of money spent online
World Wide Web – Reality Check
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2010 – UK
£121bn Business to Consumer
£240bn Business to Business
World Wide Web – Reality Check
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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
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New ways of working means
People spend more and moretime online
World Wide Web – Reality Check
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PCLaptopNetbookiPadiPhoneSmart PhoneWiFi3G4G
World Wide Web – Reality Check
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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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Online Networks
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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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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
If Facebook was a country it would be
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Adds 1/2m users every
day
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5bn minutesspent on
Facebook EVERY day
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1bn
• web links
• news stories
• blog posts
shared each week
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Facebook now has a greatershare of theinternet than
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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 – Advertising
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable • Daily Budget• Scheduling
• Test, Measure, Feedback
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Business Networks
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Linkedin – Networking for Professionals
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90 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 – Profile
Personal Profile Company Profile
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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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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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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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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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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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Your Video
Video Marketing
• Outsource to Video Production Company
• DIY
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Your Video
Video Marketing
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Your Video
Video Marketing
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Your Video
• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used
Video Marketing
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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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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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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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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
185m Businesses and Individuals
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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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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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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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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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What’s on the Horizon?
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Location Marketing
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An explosion in GPS enabled devices
One thing in common
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Location Marketing
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Augmented Reality
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Augmented Reality
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Groupon
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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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Old Hat – but still relevant
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Probably the
greatest marketing opportunity
known!
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Email Marketing
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• The Web – Reality Check
• Networking - Online
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
• Old Hat
Agenda
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Andy Poulton
Business Link
M: 07966 547146
E: andy.poulton@businesslinksw.co.uk
Thank You
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