Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge. The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria. Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information. w: www.superfastbusiness.co.uk e: info@superfastbusiness.co.uk t: 0845 603 8593

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Welcome
Kate Doodson
Cosmic
@cosmickated

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What is superfast business?
•Superfast Business is a European Funded programme of fully
funded business support for SMEs
•Delivered by Peninsula Enterprise, working with the Local
Authorities & Connecting Devon & Somerset broadband rollout
project

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• Business advice and specialist support to help growth businesses maximise
the opportunities of Superfast Broadband and associated technologies.
• Benefits for businesses can include:
 Competitive advantage through take-up and exploitation of SFBB
 Increased productivity
 Improve access to new markets and business opportunities
 Increase competitive advantage for businesses in rural locations
 More flexible and environmentally friendly working practices
 Increased opportunity for innovation
 Efficiency and timesaving
• Eligibility criteria apply to businesses accessing the service
Superfast Business Support

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http://www.youtube.com/watch?v=G7KZR9NwKQQ
The Connectivity “Revolution”

5. Support Available – 12 hours of support

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1. Register on our website (which incorporates the Knowledge Hub).
www.superfastbusiness.co.uk to unlock access to a range of resources
and materials
2. Check your eligbility
3. Let us know what areas of ICT and technology you might be interested
in
4. Talk to our Client Relationship Co-ordinator to check your eligibility and
arrange an appointment with one of our dedicated Business Advisers
Next Steps
Developing an ICT strategy Developing your ICT network/ infrastructure
Engaging new and existing customers Collaboration
Client Relationship Management Systems Flexible working
Moving your business to the Cloud Business Continuity

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http://www.youtube.com/watch?v=G7KZR9NwKQQ

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• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593
Stay up to date

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Getting the most out of online
marketing

10. Boston Consulting report Oct 2012

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Business is Changing
UK ?

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Business with no change?
2012
Physical CDs - ½ million
Downloads –183m

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Businesses that have adapted
6% of UK Sales
£2.6 billion
33% of UK Sales
£2 billion – digital
17% - book
revenues onlineFinancial Times
subscriptions :
316k digital vs 286k print

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Marketing - what’s changed?

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Advertising
TV
Mail
shots
PR
Radio
PRINT
Old world
customer
marketing

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PR
Search
TV
Mobile
Social
media
Radio
PRINT
Affiliat
e
Webinar
s
PPCEmail
Website
TWO-WAY
New world
marketing
RAPID
FRAGMENTED

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What else has changed?
Customers…
•Have higher expectations
•Mobilisation – real time commentary
•They talk to each other – social media

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The world has changed
• Instantaneous response
• Accessibility
• Transparency
• Accountability

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People change
• Gen X
• Gen Y
• Gen Z
• Baby Boomers
• Millennials
• Digital Natives

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• Business leaders need to think about
• How can we increase our brand awareness?
• How can I be with my customers all of the time?
• How can we provide consistently good customer service
• How do I monitor what’s being said about me?
• How can I increase sales through new media channels?

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Agenda
1. Optimise for reach
2. Think mobile
3. The power of e-news
4. Don’t ignore Social media
5. Design CRM around customers
6. Gain customer insights

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1. Optimise for reach
Search Engine optimisation - organic

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Organic is still the number 1 driver of traffic to websites in 2012

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Search Engine Optimation
Get the basics right
1.Optimise for onsite phrases
– 2-3 keyword phrases per page
– Content, titles. Paragraph titles
– Page titles
– Footers
– Images
2.Get strong and relevant links back to your site
3.Update your site regularly

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• SEO basics video

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Mole Valley Farmers
• 47% of site visits from
organic source
• High levels of content
• 300,000 pages on our
website that are indexed
by Google
• Broad phrase
approach

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SEO next steps….
• Create new content
– that resolves customers issues
• How do I choose the right wind turbine
• How do I organise a ….
• What’s the best …
• How do I repair
– That meets with needs earlier in their buying journey
• What’s the best….
• What’s a …..
• How do I….
– That makes you an expert
• Create authority content

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2. Think mobile
How does mobile fit in with customer acquisition?

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Mobile marketing
• We can check in…
• Facebook
– Check-in to your business
– Appears in friend’s feeds
• And advertise alongside check-
in
– Discounts and deals
• Foursquare
– Check-in
– Vouchers and deals

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Google Goggles
Use pictures to
search the web
Not typing or
speech
Search by taking a photo through your mobile phone…..
Mobile marketing

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• http://www.wikitude.com/tour/wikitude-world-browser
Use your camera as a browser….

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Engaging customers
through Augmented
Reality:
L’Occitane, beauty manufacturer
have embraced Augmented
reality, using it within their
printed brochures and in store
for additional experiences and
instant purchase
Engaging customers
through Augmented
Reality:
L’Occitane, beauty manufacturer
have embraced Augmented
reality, using it within their
printed brochures and in store
for additional experiences and
instant purchase

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http://www.youtube.com/watch?v=iz4ykMn3UR4
Retaining customers
through Augmented
Reality:
Mitsubushi have used AR to
create support for installers
replacing and repairing air
conditioning units
Retaining customers
through Augmented
Reality:
Mitsubushi have used AR to
create support for installers
replacing and repairing air
conditioning units

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Aurasma
• http://www.aurasma.com http://blippar.com
Create your own…and … tap-to-buy

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Engaging customers
through Augmented
Reality:
Kraft foods have created a game
that is triggered by AR from
chocolate wrappers
“With one in three UK adults
owning a smart phone the
potential market for initiatives
like this is huge . It’s bringing
deep customer engagement for
us which is critical” Sonia Carter,
Head of Digital of Kraft Foods.
Engaging customers
through Augmented
Reality:
Kraft foods have created a game
that is triggered by AR from
chocolate wrappers
“With one in three UK adults
owning a smart phone the
potential market for initiatives
like this is huge . It’s bringing
deep customer engagement for
us which is critical” Sonia Carter,
Head of Digital of Kraft Foods. http://www.youtube.com/watch?feature=player_embedded&v=d6irc0jwKC
Quack snack has built “Deep Consumer Engagement”

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http://www.youtube.com/watch?v=uSn7c1uw1_ACustomers purchasing
through Augmented
Reality:
Goertz shoe company, Germany
have created a virtual shoe store
for scanning, sizing and
purchasing in store
Customers purchasing
through Augmented
Reality:
Goertz shoe company, Germany
have created a virtual shoe store
for scanning, sizing and
purchasing in store

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http://www.youtube.com/watch?v=P9KPJlA5ydshttp
Maintaining cars using
Augmented Reality:
BMW are researching the use of
AR for car repairs to ensure
consistency of skills levels for
staff.
Maintaining cars using
Augmented Reality:
BMW are researching the use of
AR for car repairs to ensure
consistency of skills levels for
staff.

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Google Glass
Google Glass
http://www.youtube.com/watch?v=V6Tsrg_EQMw
The next consumer
challenge – Google
Glass:
The next consumer
challenge – Google
Glass:

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Add to cart rates Christmas 2012

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Mobile sales
And we can receive payments from cards….
2.75% per swipe for Visa, American Express, MasterCard and Discover.
No contracts, monthly fees or merchant accounts.
Funds are deposited into bank account the next day.

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• Your presence in databases in even more important –
Wikipedia, TripAdvisor, review sites.
• Make sure your website works well on a range of mobile
devices
• Check you can accept payments - sales
• Review your check-in options
• Create augmented reality applications, mobile
promotions, vouchers, deals
•Think mobile..
Is your business mobile friendly?r

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3. The power of e-news

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E-newsletter conversion rates
100,000,000 web visitors to e-commerce
sites*
Conversion Rate
E-news 3.9%
Google 2.4%
Facebook 1.5%
*optify Sept 2012

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1. E-newsletters
• Currently - 50,000 subscribers
• Has taken 5yrs to build
• Segmented
– Equine
– Shooting
– Farming

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E-news is measurable
• 168,000 email subscribers
• Biweekly
• Current open rate ± 28%
• ROI on each email activity is ± £10,000 for
products in the email

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50. Gather customers
emails religiously
• 3-4 stories
• Keep it simple
• Keep it visual
Always link back to website
Builds loyalty and advocacy
Creates 7 touch points for new sales

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E-newsletters
• Segment for different audiences
• Measure each e-newsletter and review success
• Keep the content simple
• Always link back to website
• Measure journey on website from click (Analytics)

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4. Don’t ignore social media

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Use social media for sales
• Listening for social cues
– Listening for your brand and reputation
• Listen to hashtags for mention of needs #
• Check social media search terms
– Check out your reputation
• Check SERPs of your phrases
• Check review sites
• Ready crisis management plan

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Hashtag ideas

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Use social media for sales
• Broadcasting your messages
• Broadcast your brand and reputation
• Let people know what you are doing
• Engage in consumers conversations
• Become interested and interesting
• Link back to your website

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Adapted from ‘Media Cloverleaf’ by Richard
‘Content
first’
strategy
‘Tradigital’
E-news
Forums
Digital
magazines
Traditional
Media
Press
Social
networks
Facebook
Twitter YouTube
LinkedIn
Website
Responsive design
Mobile enabled
Owned
Content
Video, blogs,
photos

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• What content?
• Video – for sales and marketing
• Product descriptions, visualisations
• Expert analysis, talks
• Case studies, testimonials
Becoming significant in Search Results
Pre sales – research
Post sales - support
Content first strategy

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Creating video content
for customer retention:
Sony Xperia have created a
YouTube channel of all their
support and advice guides.
Creating video content
for customer retention:
Sony Xperia have created a
YouTube channel of all their
support and advice guides.

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Creating communities
Keeping customers
through community
building:
River Cottage have
created a community that
has 36,000 subscribers
actively engaged…
Revenue from customers
that are engaged in a
company's community is
19 % higher on average
than from those that
aren't.
Source: A Big Payoff from Online
Company Communities
Keeping customers
through community
building:
River Cottage have
created a community that
has 36,000 subscribers
actively engaged…
Revenue from customers
that are engaged in a
company's community is
19 % higher on average
than from those that
aren't.
Source: A Big Payoff from Online
Company Communities

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Don’t ignore social media
• Use listening tools for sales opportunities and reputation
management
• Broadcast, but link back to your website & measure your
success
• Create a ‘content first’ strategy. Create content and use many
times
• Look at video as an engagement tool

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5. Design CRM around customer
experiences

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CRM  CXM
Customer Experience
Management is becoming
the next big thing.
‘It’s not just about the
product anymore.
Customers shape their
attitudes and behaviours
toward companies based
on the totality of their
experiences with a brand,
including support and
other
interactions they have.’
Customer Experience
Management is becoming
the next big thing.
‘It’s not just about the
product anymore.
Customers shape their
attitudes and behaviours
toward companies based
on the totality of their
experiences with a brand,
including support and
other
interactions they have.’

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• A CRM can connect every area of business that touches the customer –
– Marketing
– Sales
– After sales support
• And areas which the customer may not see
– Finance
– Accounting integration
CRM moves the company from a product centric focus to a
customer driven focus.
Why use a CRM?

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http://www.youtube.com/watch?
v=TXWn_4lumkw

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What can a CRM system do?
Collate customer information
•Enquiries received
•Telephone calls made/received
•Meeting notes
•Business cards received
•Leads Generated
•Letters/Emails sent & Received
•Attendees to Seminars
•Website hits
•Project plans

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Inputs from many sources
Twitter

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Outputs
Customer Data
Analytics
Project Management
Reporting

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Customer relationship management systems

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Industry Solutions
Suitable for Small/Medium
Businesses
Large Businesses Large Businesses
Analytics
Channel
Management
X
Customer Service
Integration
X
Collaboration
X
Marketing
Automation
Sales Automation
To compare please visit http://crm-
software.findthebest.com

73. Map your CRM to your customer journey

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6. Gain customer insights

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• How well do we know our customers?
• We are creating 2.5 billlion GB of data every day
• In the last 2 years we have created 90% of the
data on the planet

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Small businesses?
Customer data + production data + competitor
prices + supply prices +market predictions+ weather
forecast + geo location + email correspondence = Big
data

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Customer intelligence
• Analysing customer behaviour
• Web statistics
• Social media mentions, engagement
• Email traffic
• Telephone conversation logging
• Knowledge base usage
• Web searches
• Social media cues sentiment analysis
• Feedback

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Understanding analytics
1. Who are your visitors
2. How do they get to your site
3. What do they do once they are there

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3 types of traffic

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Sprout Social

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How much Klout do you have?

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Benchmark yourself

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Can we benchmark our websites?
• 2012 benchmark summary (Optify)
600 SME B2B websites, 62m visits, 215 page views

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Predictive Analytics
• Want to predict who your customers will be?
Predictive analytics can help do that
• Tesco– can predict the exact day customers will
return and the amount they will send within £10 for
around 20% of their customers
• issues100m personalised coupons at checkout. PA
has increased redemption rates x 4 times.
• Mobile phone company – have successfully
predicted mobile subscribers that are 10x more likely
than average to cancel
• HP – PA models generate ‘flight risk’ score for all
employees. Estimates $300m savings

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• LA Police
• Review 13 million past crimes to predict current behaviour

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Gain customer insights
• Look at what data you store, Analytics, Social, e-news,
• Review your Klout (or Peer review) score against your
competitors
• Look at where your business could gain more data
• Think about Predictive Analytics

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New ways to win and keep customers

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• www.superfastbusiness.co.uk
• twitter @superfastbiz
• Facebook www.facebook.com/superfastbiz
• join our LinkedIn group 'Superfast Business SW'
• info@superfastbusiness.co.uk
• 0845 603 8593
Find out more

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Questions?