Small Business Marketing on a Budget Using Web 2.0 Tools
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Small Business Marketing on a Budget Using Web 2.0 Tools
By Kate Carruthers
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Who Am I?
Marketer, technologist, small business owner, and
renaissance womanhttp://katecarruthers.com
http://siliconfederation.com
http://digbiz.com.au
Mar 2009 © 2009 Kate Carruthers
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Build Your Brand & Communications
Build Your Business
Direct Marketing
Manage Your Customers
Public Relations & Event Management
Research the Market
Mar 2009 © 2009 Kate Carruthers
What can your business do online?
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4Mar 2009 © 2009 Kate Carruthers
What should your business do online?
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Traditional Marketing Mix
Mar 2009 © 2009 Kate Carruthers
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Summary of Marketing Mix Decisions
Product Price Place Promotion
FunctionalityAppearanceQualityPackagingBrandWarrantyService/Support
List priceDiscountsAllowancesFinancingLeasing options
Channel membersChannel motivationMarket coverageLocationsLogisticsService levels
AdvertisingPersonal sellingPublic relationsMessageMediaBudget
Mar 2009 © 2009 Kate Carruthers
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New Model
Mar 2009 © 2009 Kate Carruthers
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New Model
Who, where, when?
Channels, type, distribution?
Who, why, how?
Budget, skills, support?
Mar 2009 © 2009 Kate Carruthers
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Big Questions for Online
How will people know about my website?
Does a website help my customers?
What kind of website do I need?
How do I measure success?
Why is having an online strategy important?
Mar 2009 © 2009 Kate Carruthers
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10Mar 2009 © 2009 Kate Carruthers
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Online is not Just a Website
Blogs
Social networks
Social media
User generated content
Search Engine Marketing
Search Engine Optimisation
Mar 2009 © 2009 Kate Carruthers
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12Mar 2009 © 2009 Kate Carruthers
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What is changing & why should I care?
Mar 2009 © 2009 Kate Carruthers
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Speed of Change
Mar 2009 © 2009 Kate Carruthers
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Changes in consumption
Hitwise, Social networks overtake webmail, November 06, 2007http://weblogs.hitwise.com/robin-goad/2007/11/social_networks_overtake_webma.html
Mar 2009 © 2009 Kate Carruthers
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Facebook overtakes MySpace in Share of UK Internet Searches, Hitwise Intelligence, Heather Hopkins, UK, July 17, 2007http://weblogs.hitwise.com/heather-hopkins/2007/07/facebook_overtakes_myspace_in.html
Changes in consumption
Mar 2009 © 2009 Kate Carruthers
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Not 6 degrees of separation
Perhaps only
1 degree
Source: http://www.popsci.com.au/files/imagecache/article_image_large/files/articles/734px-Six_degrees_of_separation.jpg
Hyperconnectivity
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SMS
MySpace
Mobile
Massive Interconnections
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No more waiting
What I want
When I want it
http://www.techcrunch.com/2007/12/17/bittorrent-is-now-streaming-movies-with-ads-but-wheres-the-good-stuff/
Consumption on Demand
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Engagement Marketing
“Advertising is when you say you are good date.
Public relations is when your mom says you are a
good date.
Engagement marketing is when your date says you
are a good date.”Source: http://www.YourStorys.com founder and president Larry Lawfer
Mar 2009 © 2009 Kate Carruthers
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Are there some low cost options for me?
Mar 2009 © 2009 Kate Carruthers
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3 Things in 30 Seconds
Your website needs to answer these questions:
1) Who are you?
2) What do you do?
3) What do you want me to do here?
Mar 2009 © 2009 Kate Carruthers
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Build Your Brand & Communications
Build Your Business
Direct Marketing
Manage Your Customers
Public Relations & Event Management
Research the Market
Mar 2009 © 2009 Kate Carruthers
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Some Low Cost Tools
1. Blogger or Wordpress
2. Windows Live or Google Applications
3. WikiSpaces
4. Eventbrite
5. Google Alerts
6. PayPal
7. Twitter
8. Facebook
9. Customer Relationship Management
10. Direct mail & eDM
Mar 2009 © 2009 Kate Carruthers
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Other Considerations
Search Engines – local search
Online advertising
Viral or word of mouth marketing
Linking online to offline marketing
Mar 2009 © 2009 Kate Carruthers
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More Info?
Check out: http://katecarruthers.com
Slides available at: http://slideshare.net/carruthk
Mar 2009 © 2009 Kate Carruthers
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Thank You
Mar 2009 © 2009 Kate Carruthers
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Web Links for Tools
1. http://www.blogger.com/ or http://wordpress.com/
2. http://home.live.com/ or http://www.google.com/apps/
3. http://www.wikispaces.com/
4. http://www.eventbrite.com/
5. http://www.google.com/alerts
6. http://www.paypal.com.au/au
7. http://twitter.com/home
8. http://www.new.facebook.com/home.php
9. http://www.sugarcrm.com/crm/
10. http://www.mailchimp.com/
Mar 2009 © 2009 Kate Carruthers