Download - BT Tradespace
Conversational marketing – What can small business teach big business?
Ivan Croxford, General Manager, BT Tradespace
www.everywoman.co.uk }People are spending more and more online, but they last place they want to go is your web site
£20 billion was spent online last year - up 32% from the previous year - (Verdict Research 2009)
62% of shoppers consult online communities before making a purchase. Only 27% go direct to a retailer’s web site
1. communities offer me unbiased facts about products and services (32%);
2. I trust the views of communities more than merchants (27%);
3. communities help me find the best deal available (27%).(Quidco: June 2008)
Should we really be surprised? Take a lesson from small business
70% of UK SMEs rely on word of mouth as the primary form of lead generation
Only 3% use the Web as the primary means to contact their customers
(Source: BT Business research 2009).
So if the web’s gone social, has your online marketing and sales strategy?
17% of UK SMEs are using Twitter to send three million tweets a day ... c. 75% using Twitter to promote their businesses. 42% using it to stay in touch with customers and suppliers. 34% using Twitter to monitor their competitors. (source: O2)
Big business is catching up … Dell made $1M in sales
via Twitter pre Xmas
Online - What the Customer wants
A Voice!
To be understood
To be inspired
To be delighted
Respect
Talk (don’t advertise) to your customers
And make your business the subject of conversation
What’s www.bttradespace.com?
• 350,000+ businesses registered since May 07
• A place to find and get to know businesses
– Rich business profiles built on Web 2.0 tools
– Reviews
– Recommendations
• A place to network and talk to businesses and other customers
– Community discussions
– Ask questions
– Create and join events
• A place to buy and sell goods and services
– Marketplace and ecommerce
www.everywoman.co.uk }BT Tradespace – a tool for conversational marketing
Showcase and sell
Recommend
Be reviewed
Demonstrateexpertise
Make contact easy
Its pays to engage
• Activity = traffic- The most active Tradespacers get 10x the traffic of average users
• Rich and varied media engages customers
- Visitors spend longer on a Tradespace with video than one without (59% spend 5+ mins v 15% average)- The most viewed Tradespaces have at least 2 types of content
www.everywoman.co.uk }Thank you
http://www.bttradespace.com
http://twitter.com/bttradespace