An evening presentation made to the Salisbury FSB on May 12th covering a variety of web marketing opportunities including Facebook, LinkedIn, Twitter and YouTube whilst touching on location based opportunities such as Google Places, FourSquare etc

1. http://www.159.be 1

2. Agenda
• The Web – Reality Check
• “Old Hat”
• Networking
• Going Viral
• Video Marketing
• Blogging
• Twitter
• Apps
• On the Horizon
http://www.159.be 2

3. World Wide Web – Reality Check
http://www.159.be 3

4. Web Marketing is a Marathon
http://www.159.be 4

5. This is a Sprint
http://www.159.be 5

6. World Wide Web – Reality Check
Vast Market
Opportunity
http://www.159.be 6

7. World Wide Web – Reality Check
6.9 Bn
1.7 Bn
47 m
http://www.159.be 7

8. World Wide Web – Reality Check
Lots of money
spent online
http://www.159.be 8

9. World Wide Web – Reality Check
2009 2010
£88 bn £118 bn
£150 bn £200 bn
http://www.159.be 9

10. • World Wide Web – Reality Check
120
100
80
60
40
£ Bn
20
0
2005 2006 2007 2008 2009 2010
Source IMRG
http://www.159.be 10

11. World Wide Web – Reality Check
New ways of working & more
things to do means people
spend more and more time
online
http://www.159.be 11

12. World Wide Web – Reality Check
PC
Laptop
Netbook
iPad / Tablets
iPhone / Smart Phone
WiFi
3G
4G
http://www.159.be 12

13. Old Hat – but still relevant
http://www.159.be 13

14. http://www.159.be 14

15. Get Found
Search Engine Optimisation [SEO]
http://www.159.be 15

16. Get Found
Search Engine Optimisation [SEO]
83% of web users use Search Engines
95% use Google
50% of users go beyond page 1
10% of users venture past page 2
http://www.159.be 16

17. Get Found
Google Local
www.google.com/places
http://www.159.be 17

18. Probably the
greatest marketing opportunity
known!
http://www.159.be 18

19. Get Found
Google Ads
http://www.159.be 19

20. Email Marketing
http://www.159.be 20

21. Why Email Marketing?
It’s
Effective
http://www.159.be 21

22. Why Email Marketing?
It’s Not
Expensive
http://www.159.be 22

23. http://www.159.be 23

24. Email Marketing – Measure by Measure
http://www.159.be 24

25. Online Networks – Why
The Internet is Evolving
Web 3 dot zero
????
Web 2 dot zero
User Generated Content
• Blogs
• Networking
Web 1 dot zero 2001
Websites and email
1990
Bulletin Boards
1978
http://www.159.be 25

26. Time to First 50m Audience
38 Years
13 Years
4 Years
2 Years
http://www.159.be 26

27. Online Networks
http://www.159.be 27

28. 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
http://www.159.be 28

29. http://www.159.be 29

30. Average age distribution across social network sites
25%
19%
18%
15%
10%
9%
3%
0-17 18-24 25-34 35-44 45-54 55-64 65+
http://www.159.be Planner
Data source: Google Ad 30

31. Social Networks
Social Media is
the
No. 1
online activity
http://www.159.be 31

32. Social Networks
2/3rds of the
Global Internet
population visit
Social
Networks
http://www.159.be 32

33. Social Networks
10% of all
internet time is
spent on Social
Networks
http://www.159.be 33

34. Social Networks
www.facebook.com
http://www.159.be 34

35. Facebook
If Facebook was a country it would be
1/ China 1.33 bn
2/ India 1.15 bn
3/ Facebook 650 m
4/ USA 311 m
http://www.159.be 35

36. Facebook
Adds 1/2m
users every
day
http://www.159.be 36

37. Facebook
5bn minutes
spent on
Facebook
EVERY day
http://www.159.be 37

38. Facebook
1bn
• web links
• news stories
• blog posts
shared each week
http://www.159.be 38

39. Facebook
Facebook now
has a greater
share of the
internet than
http://www.159.be 39

40. Facebook
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.
http://www.159.be 40

41. Facebook – Get Started – build profile
http://www.159.be 41

42. Facebook – Get Started – build page
http://www.159.be 42

43. Facebook – Get Started – Join In
http://www.159.be 43

44. Facebook – Advertising
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable
• Daily Budget
• Scheduling
• Test, Measure, Feedback
http://www.159.be 44

45. Social Networks – Profile Building
Groups
• Search for groups
• Join some groups
• Start your own group
• Contribute and add value
• Link back to your website
http://www.159.be 45

46. Business Networks
http://www.159.be 46

47. Linkedin – Networking for Professionals
http://www.159.be 47

48. Linkedin – Networking for Professionals
100 million
registered professional
users in more than
200 countries
http://www.159.be 48

49. Linkedin – Networking for Professionals
More than 50%
located outside
of the USA
http://www.159.be 49

50. Linkedin – Networking for Professionals
More than 1m
companies have
a Linkedin
Company Page
http://www.159.be 50

51. Linkedin – Networking for Professionals
Adds 1m
new members
every 12 days
http://www.159.be 51

52. Linkedin – Networking for Professionals
More than 2bn
people searches
in 2010
http://www.159.be 52

53. Linkedin – Getting Started – build profile
Personal Profile
http://www.159.be 53

54. Linkedin – Getting Started – build profile
Company Profile
http://www.159.be 54

55. Linkedin – Getting Started – make contacts
http://www.159.be 55

56. Linkedin – Getting Started – find groups
http://www.159.be 56

57. Linkedin – Getting Started – Answers
http://www.159.be 57

58. Linkedin – Advertise
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable
• Daily Budget
• Scheduling
• Test, Measure, Feedback
http://www.159.be 58

59. Viral Marketing’s free…..pst pass it on
http://www.159.be 59

60. Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
http://www.159.be 60

61. Viral Marketing – How & Why
20
20 x 20 400
400 x 20 8000
8000 x 20 160,000
160,000 x 20 3.2m
http://www.159.be 61

62. Viral Marketing – How & Why
The Thresher ‘Virus’
http://www.159.be 62

63. Viral Marketing – How & Why
• Discount Voucher intended for
Suppliers and their Friends
• Circulated via chat-rooms, blogs
and email 800,000 times
http://www.159.be 63

64. 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
http://www.159.be 64

65. Viral Marketing -How
• Refer a friend
• Competitions
• Video
http://www.159.be 65

66. Video Marketing
http://www.159.be 66

67. Video Marketing
2nd
most searched
site on the
internet
http://www.159.be 67

68. Video Marketing
2bn
videos watched
every day
http://www.159.be 68

69. Video Marketing
24 hours
of new content
uploaded every
minute
http://www.159.be 69

70. Video Marketing
Average person
spends
15 minutes
on YouTube
every day
http://www.159.be 70

71. Video Marketing
70%
of YouTube
activity takes
place outside of
the USA
http://www.159.be 71

72. Video Marketing
YouTube clips
now
incorporated in
Google Search
results
http://www.159.be 72

73. Video Marketing
Your Video
• Outsource to Video Production Company
• DIY
http://www.159.be 73

74. Video Marketing
Your Video
http://www.159.be 74

75. Video Marketing
Your Video
http://www.159.be 75

76. Video Marketing
Team Pixie
http://www.159.be 76
www.teampixie.co.uk

77. Video Marketing
Your Video
• Get a feel for YouTube
• Look at the competition
• Look for an angle
•Think how else it could be used
http://www.159.be 77

78. http://www.159.be 78

79. 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
http://www.159.be 79

80. 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
http://www.159.be 80

81. Blogging – Where
www.blogger.com
www.wordpress.com
http://www.159.be 81

82. TWITTER
http://www.159.be 82

83. Twitter
http://www.159.be 83

84. Twitter – Who
230m Businesses and Individuals
International companies Informational Services
Cisco Nasa
IBM Respected News Services Marketing Donut
Dell BBC Startup Donut
CNN
Daily Telegraph
Bath Chronicle Celebrities
Demi Moore
Oprah
Small Businesses Stephen Fry
William Grant – FoxGrant Jonathan Ross
Warren Cass – Business Scene Britney Spears
Lindsay Smith – Team Pixie
Fiona Davies – Flame Interiors
Anthony Lloyd – Fallowfields Hotel
Neil Ryder – If Only
Bryony Thomas – Clear Thought Consulting
http://www.159.be 84

85. Twitter – Who
http://www.159.be 85

86. Twitter – Why
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
http://www.159.be 86

87. Twitter – How
Go to www.twitter.com
http://www.159.be 87

88. Twitter – How
Write a short profile
http://www.159.be 88

89. Twitter – What to Tweet
Anything
http://www.159.be 89

90. Apps
http://www.159.be 90

91. 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
http://www.159.be 91

92. What’s on the Horizon?
http://www.159.be 92

93. Location Marketing
http://www.159.be 93

94. Location Marketing
http://www.159.be 94

95. Augmented Reality
http://www.159.be 95

96. Get Real – Augmented Reality
http://www.159.be 96

97. Groupon
http://www.159.be 97

98. Agenda
• The Web – Reality Check
• “Old Hat”
• Networking
• Going Viral
• Video Marketing
• Blogging
• Twitter
• Apps
• On the Horizon
http://www.159.be 98

99. Contact
Andy Poulton
Business Link
M: 07966 547146
E: andy.poulton@businesslinksw.co.uk
http://www.159.be 99