1. Guerrilla e-marketing
Join the r-evolution
www.businesslink.gov.uk/southwest/eventspresentations 1
Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
www.businesslink.gov.uk/southwest/eventspresentations 2

2. World Wide Web – The World Wide WHY!
Vast Market Opportunity
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It’s all about size
6.5 Bn
1.5 Bn
46m
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3. World Wide Web – The World Wide WHY!
Lots of money spent online
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It’s all about size
£88 Bn
£121 Bn
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4. 140
120
121
100
80
88
60
64.3
40
46.6
£ Bn
20 29.8
20.4
0
2005 2006 2007 2008 2009 2010
Source IMRG
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World Wide Web – The World Wide WHY!
New ways of working means
People spend more and more time
online
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5. PC
Laptop
Netbook
iPad
iPhone
Smart Phone
WiFi
3G
4G
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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?
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6. Is your site ready?
The right name
The right site
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Choosing a domain name
• What name could you use?
Business name
Service name
Product name
• Short is good
• Think about how and where it will be used
Print
In conversation
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7. Choosing a name – The Good
www.diy.com
www.bbc.co.uk
www.cadbury.co.uk
www.wispa.co.uk
www.formula1.com
www.tesco.co.uk
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Choosing a name – The Bad
www.phones4u.co.uk
www.toys2wish4.com
www.4learning.com
www.any-domain-with-too-many-hyphens.co.uk
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8. Choosing a name – The Ugly
m
co
rt.
fa
do
ee
sp
w.
ww
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Choosing a name – The Ugly
om
s.c
nt
e se
pr
o re
wh
w.
ww
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9. Choosing a name – The Ugly
et
.n
nd
sla
ni
pe
w.
ww
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Is your site ready?
Do the pages open quickly?
Is it easy to navigate?
Loaded with compelling and relevant
content?
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10. Does it Grab the Attention?
A – Grab their ATTENTION
I – Generate an INTEREST
D – Build the DESIRE
A – Promote the ACTION
www.businesslink.gov.uk/southwest/eventspresentations 19
Marketing – what we know
In 1873, John Wanamaker, father of the department store said
50% of marketing works
We don’t know which 50%
…….however, this is the traditional view in a pre-internet world!
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11. Marketing – what we know
Everything on the internet can be measured
You just have to know how
If it can’t be measured – it’s probably not worth doing
www.businesslink.gov.uk/southwest/eventspresentations 21
The route to your website
www.businesslink.gov.uk/southwest/eventspresentations 22

12. Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
www.businesslink.gov.uk/southwest/eventspresentations 23
Business Networks
www.businesslink.gov.uk/southwest/eventspresentations 24

13. 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
www.businesslink.gov.uk/southwest/eventspresentations 25
Facebook – The Big Daddy
www.businesslink.gov.uk/southwest/eventspresentations 26

14. Online Networking - Why
Reach new audiences
• Facebook – 400m
• MySpace – 110m
• Twitter – 105m
• LinkedIn – 65m
• Plaxo – 15m
• Ecademy – 12m
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Online Networks – How
www.facebook.com
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15. Social Networks – Build your profile
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Online Networks – How
• Build your profile
• Search for Groups
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16. 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
www.businesslink.gov.uk/southwest/eventspresentations 31
Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
www.businesslink.gov.uk/southwest/eventspresentations 32

17. Business Networks
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Why Business Networks?
• LinkedIn – 65 million registered professional users
• Plaxo – 15 million registered users
OPPORTUNITY!
• Ecademy – 12 million registered users
• Xing – 6 million registered users
www.businesslink.gov.uk/southwest/eventspresentations 34

18. Business Networks – 6 Degrees of Separation
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Business Networks
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19. Business Networks
www.businesslink.gov.uk/southwest/eventspresentations 37
Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
www.businesslink.gov.uk/southwest/eventspresentations 38

20. www.businesslink.gov.uk/southwest/eventspresentations 39
Viral Marketing – How & Why
• Get other people to do your marketing for you
• It’s free
• Give them something in return if possible
www.businesslink.gov.uk/southwest/eventspresentations 40

21. Viral Marketing – How & Why
20
20 x 20 400
400 x 20 8000
8000 x 20 160,000
160,000 x 20 3.2m
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Viral Marketing
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22. Viral Marketing -How
• Refer a friend
• Competitions
• Video
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23. Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
www.businesslink.gov.uk/southwest/eventspresentations 45
www.businesslink.gov.uk/southwest/eventspresentations 46

24. Video Marketing
You’ve been framed!
=
Business Opportunity
2nd most searched site on the internet
• YouTube – 2Bn videos watched………..DAILY
• Video results appearing in Google Search
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Video Marketing
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25. Video Marketing
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Social Networks – YouTube case study
www.beadsbylili.com
North Wilts based (Chippenham)
Launched November 2005
Selling beads for jewellery on line
Working from home
Features self produced video tutorials
Videos posted to YouTube
Was a “featured video” on global YouTube home page
Video views jumped from 24,499 to 232,389 in 24 hours
Website visitors jumped from 200 / day to 3,000 per day for 3 days
www.businesslink.gov.uk/southwest/eventspresentations 50

26. Video Marketing
Your Video
• Look for an angle
• Look for the competition
• Get a feel for YouTube
• Think how else it could be used
www.businesslink.gov.uk/southwest/eventspresentations 51
Video Marketing
Your Video
www.businesslink.gov.uk/southwest/eventspresentations 52

27. 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
www.businesslink.gov.uk/southwest/eventspresentations 53
Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
www.businesslink.gov.uk/southwest/eventspresentations 54

28. Email Marketing
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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
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29. Why Email Marketing?
It’s Not
Expensive
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30. Why Email Marketing?
It’s
Effective
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Why Email Marketing?
Sector Sent Delivery Open Rate CTR Response
B2C
100% 91% 29% 27% 6%
Acquisition
B2C
100% 91% 32% 28% 12%
Retention
B2B
100% 88% 32% 25% 4%
Acquisition
B2B
100% 90% 37% 30% 13%
Retention
Source – DMA Email Marketing Benchmarks Survey
www.businesslink.gov.uk/southwest/eventspresentations 60

31. Why Email Marketing?
$1 Invested
$45.00 generated
$15.05 for other routes
Source – DMA Email Marketing Benchmarks Survey
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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
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32. Email Marketing – Key Elements to success
Quality Content
• Relevant
• Tailored
• GRAB attention
• Frequency
• Monitor, Monitor, Monitor
• Legal
www.businesslink.gov.uk/southwest/eventspresentations 63
Email Marketing – Measure by Measure
What can be measured
• Number of emails sent
• Number of bounces
• Number opened
• Number deleted without opening
• Action taken
www.businesslink.gov.uk/southwest/eventspresentations 64

33. Email Marketing – Measure by Measure
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Email Marketing – The Law
• Pre-existing relationship
• Opt in or Double Opt in
• Sender is clearly identified
• Unsubscribe instructions with EVERY email
• No consent = SPAM
• Anti-Spam laws apply to Individuals
andy.poulton@hotmail.com = individual
andy.poulton@businesslinksw.co.uk = corporate
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34. 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 Manager www.mailingmanager.com
• Graphic Mail www.graphicmail.co.uk
www.businesslink.gov.uk/southwest/eventspresentations 67
Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
www.businesslink.gov.uk/southwest/eventspresentations 68

35. www.businesslink.gov.uk/southwest/eventspresentations 69
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
www.businesslink.gov.uk/southwest/eventspresentations 70

36. 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
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It’s really easy to set up and run a blog
1/ Sign up
2/ Choose a look
3/ Get typing
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37. Blogging – Where
www.typepad.com
www.blogger.com
www.movabletype.com
www.wordpress.com
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Agenda
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
www.businesslink.gov.uk/southwest/eventspresentations 74

38. TWITTER
www.businesslink.gov.uk/southwest/eventspresentations 75
Twitter in Plain English
www.youtube.com/watch?v=ddO9idmax0o
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39. Twitter – This year’s Media “Big Thing”?
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Twitter – Who
105m 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 Politicians
Neil Ryder – If Only Don Foster
Bryony Thomas – Clear Thought Consulting Jacob Rees-Mogg
Kerry McCarthy
www.businesslink.gov.uk/southwest/eventspresentations Duncan Hames 78

40. Twitter – Why
• Easy to use
• Easy way to keep in touch
• A way to reach potentially large market
• Short sharp communication tool
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Twitter – How
Go to www.twitter.com
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41. Twitter – How
Write a short profile
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Twitter – How
Find People to Follow
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42. Twitter – What to Tweet
Anything
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iPhone
SMS
Twitter – Updating
140 Characters only
Web
SmartPhone
Email
Applications
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43. Twitter – In Business
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Summary
• Introduction
• Marketing – what we know
• Social Networks
• Business Networks
• Viral
• Video Marketing
• Email Marketing
• Blogging
• Twitter
www.businesslink.gov.uk/southwest/eventspresentations 86

44. What the hell is social media – in 2 minutes
http://www.youtube.com/watch?v=QLd9q88ohUs
www.businesslink.gov.uk/southwest/eventspresentations 87
Thank You
Andy Poulton
Business Link - 0845 600 99 66
www.businesslinksw.co.uk
M: 07966 547146
E: andy.poulton@businesslinksw.co.uk
www.businesslink.gov.uk/southwest/eventspresentations 88