Marketing Internationally - UKTI - Guerrilla E-Marketing

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Gue

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mar

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Noah Kalina

21m views on YouTube in 5 years

Now that’s the magic of web marketing


Gue

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• Introduction

• Reality Check

• Social Networks

• Business Networks

• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


World Wide Web – Reality Check


Vast Market Opportunity




6.9 Bn

1.8 Bn


Lots of money spent online




2009 2010

£88 bn £118 bn

£150 bn £200 bn


2005 2006 2007 2008 2009 20100

20

40

60

80

100

120

£ B

n

20.4

29.8

46.6

64.3

88

118

Source IMRG

• World Wide Web – Reality Check


New ways of working means

People spend more and moretime online



PCLaptopNetbookiPadiPhoneSmart 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?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 ATTENTION

Generate an INTEREST

Build the DESIRE

Promote the ACTION


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Online Networks


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


Adds 1/2m users every

day

Facebook


5bn minutesspent on

Facebook EVERY day

Facebook


1bn• web links

• news stories

• blog posts

shared each week

Facebook


Facebook now has a greatershare of theinternet than

Facebook


Online Networks – Howwww.facebook.com


Facebook – Getting Started

3 Types of presence

• Profile – personalo Can join groupso Ugly URLo Indexed by Search Engines



3 Types of presence

• Page – businesso Can’t Join Groupso Can host appso “Vanity” URL o Indexed by Search Engineso Visitor stats available

Best for brands and businesses



3 Types of presence

• Group – botho Linked to Site Admino New members have to be approvedo Send “Direct” messages to memberso Ugly URL

Great for organising at a personal level and smaller scale interactions [<5000 members]


Facebook – Getting Started – build page


Facebook – Getting 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 – Build your profile - Groups

• Search for groups

• Join some groups

• Start your own group

• Contribute and add value

• Link back to your website


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Business Networks


Over 120 millionregistered professional

users in more than

200 countries

Linkedin – Networking for Professionals


More than 1.5m companies have

a Linkedin Company Page



Adds 1m new members every 12 days



More than 2bn people searches

in 2010




www.linkedin.com


Linkedin – Getting Started – build profile


Linkedin – Build Company Page


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


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible



20

40020 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


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Video Marketing


Video Marketing

2nd most searched

site on theinternet


Video Marketing

3bnvideos watched

every day


Video Marketing

24 hoursof new contentuploaded every

minute


Video Marketing

Average personspends

15 minuteson 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

• Look for an angle

• Look for the competition

• Get a feel for YouTube

• Think how else it could be used

Video Marketing


Your Video

• Prepare prepare prepare

• Prepare and learn your script

• use cue cards

• Prepare your location

• quiet and free from disturbance

• Prepare yourself

• Get filming

Video Marketing


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


Email Marketing


Why Email Marketing?

• Build Loyalty

• Remind former clients that you are still around

• Advise clients of full range of services

• Provide easy access to latest – news/advice/offers



It’s Not Expensive



It’s Effective



Sector Sent Delivery Open Rate CTR Response

B2CAcquisition 100% 91% 29% 27% 6%

B2CRetention 100% 91% 32% 28% 12%

B2BAcquisition 100% 88% 32% 25% 4%

B2B Retention 100% 90% 37% 30% 13%

Source – DMA Email Marketing Benchmarks Survey


Email Marketing – Key Elements to success

• Develop your database

• Existing Client Data

• Encourage Subscription through website

Offer enticement to subscribe

Exclusive deals, Top Tips, early access to information

• Subscription through other routes


Email Marketing – Key Elements to success

Quality Content

• Relevant

• Tailored

• GRAB attention

• Frequency

• Monitor, Measure, Feedback - repeat


Email Marketing – Measure by Measure

What can be measured

• Number of emails sent

• Number of bounces

• Number opened

• Number deleted without opening

• Action taken


Email Marketing – Measure by Measure


Email Marketing – Tools

• Mail Chimp www.mailchimp.com

• Vertical Response www.verticalresponse.com

• Constant Contact www.constantcontact.com

• iMailer www.emailtools.co.uk

• Reality Mail www.realitymail.co.uk

• Mailing Managerwww.mailingmanager.com

• Graphic Mail www.graphicmail.co.uk


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


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


It’s really easy to set up and run a blog

1/ Sign up

2/ Choose a look

3/ Get typing


Blogging – Where

www.blogger.com

www.wordpress.com


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Agenda


TWITTER


Twitter


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

PoliticiansDon FosterJacob Rees-MoggKerry McCarthyDuncan Hames

310m Businesses and Individuals


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


Twitter – HowFind People to Follow


Anything

Twitter – What to Tweet


• Introduction

• Reality Check

• Social Networks


• Viral

• Video Marketing

• Email Marketing

• Blogging

• Twitter

Summary


Andy Poulton

Business Link

M: 07966 547146

[email protected]

andypoulton

andypoulton

Thank You


Gue

rrill

a e-

mar

ketin

g

Marketing Internationally - UKTI - Guerrilla E-Marketing

Business

Transcript of Marketing Internationally - UKTI - Guerrilla E-Marketing