The Notes for Attendees of the BSEEN workshop on Digital Marketing 2.0

Huge thanks to:
The sponsors for the…
Half Day.
Copyright www.greatmarketingworks.co.uk 2014 ©

2
Your Values?
Write down the three values that
make you / you / your brand.
Discuss with the person next to you.

3
So what…
As the people ‘marketing’ the
company / product / service – how
are you showing your brand values.
Choose a tactic for each value.

Prepare yourself for new ideas.
• The four E’s is what you need to commit to.
• E – effort.
• Not just passing grade effort – real 110% effort.
• E – engagement.
• To be involved in the moment – in the present.
• E – emotion.
• Passion and determination.
• E – empathy.
• Understanding the world from another’s POV.

From a real start up company..

6
So what’s your
social media calendar?
If you don’t have one – create one now.
If you have one. Then help the person
next to you.
Think in days of the week / themes.

7
What’s your digital calendar for
the next three months?
Again if you don’t have one now is the
time to create one.
If you have one. Then help the person
next to you.
Think in holidays and key industry dates.

8
What different types of content
can you create.
In your groups / tables.
This is easy – list 10 different types of
content you could be producing NOW.
The key here is COULD and hopefully will.

For creating content – new tools.
• https://www.reembed.com/ for adding your
logos onto videos.
• http://www.tryspruce.com/ for creating
twitter images
• http://www.chartblocks.com/en/ for pretty
charts and graphs like visual.ly
• www.spoken.ly for creating your own
inspirational quotes
• Content works extremely well on Twitter.
• So let’s master twitter with these new tools.

Advanced Twitter Tools
• On Twitter
• Analysis past tweets:
• Tweetreach
• Tweetiebyte
• Tweetstats
• Analysing about potential future content:
• buzzsumo
• nuzzle
• swayy

Before we go beyond – let’s look past.
• Analysing who to follow:
• http://sonar.bottlenose.com/
• Twtrland
• Topsy
• foller.me
• socialrank
• And using Klout and PeerIndex

• Managing your followers:
• ManageFlitter
• Twitter counter
• Who unfollowedme
• Followonk
• Twitonomy

• Analysing what and when to tweet:
• BufferApp in a way.
• Tweet reach
• Twitanyzler
• Socialmention
• But – you use just as powerfully
• Twitter Analytics.

The best way to spend 30 minutes on
social media
• How to spend the 30 minutes:
• 5 minutes rescheduling popular content
• 15 minutes queueing content from your go-to
sources
• 10 minutes responding to mentions on social
media
• Helpful tools:
• Twitter, Facebook themselves
• Buffer
• Feedly

What about Blogging?
• You got your keywords.
• You’ve done your blog.
• You’ve set it up to go out in social.
• BUT…. Nothing…?
• Why not?
• What can you do about it?
• Blogging is more about who then
recommends it to help it go social.

Blogging 2.0
• Who will you partner with to get the message
out?
• Who are your friends who owe you a RT?
• Who is blogging about things in the industry?
You could use Google Alerts to get told.
• Who is an influencer? Use Technorati to find out.
• What is being blogged about? Use IceRocket.
• Heck you can use Buzzsumo….

His first hire was a content creator

Advanced blogging.
• Think about your headline more.
• Headlines with 6 words in them do better.
• Make sure you use images as when RT these are important
/ increase engagement levels.
• Have something to say for an audience that is listening.
• It can also depend “where” you blog.
• Blogger is good for SEO.
• Wordpress is good for ease and for reblogging.
• Tumblr is great as smaller and more of community.
• The best one I have found for traffic and income is…
• LinkedIn

And looking at my Analytics.
Which is a little like…

Please remember:
It’s nothing personal.

Without true measurements
Bad things can happen!

Monitor your touch points
Copyright GMW 2011 © for more ideas go www.yourmarketingtrainer.co.uk

What does this teach this client?

BUT…
We cannot learn much without:
GOALS

Make sure your goals are set up.
Without them you are blind.

43
What about for you?
What are your start ups goals?
Each of you write down
10 things that could be goals.
(Ok maybe 5)

Here’s a basic Goal sign up flow.

Understanding your customers.
SOCIAL ADVERTISING AND THE
CUSTOMER JOURNEY

Analysing each step
Clicks a
Facebook
Ad
Google
Search
Reads
Blog
Signs up
to
compete
Goal

To Conclude…
1. Understand what you want to measure
2. Set up goal tracking to measure your paid
advertising
3. Create campaign tracking URLS
4. Monitor your attribution models to get a
clear picture

Let’s make it easier.
Got more people – Got the information
Get the data
• What data do we want apart from analytics?
• We want people’s emails.
• How do we get them? (Discuss)
• The psychological principle of reciprocity
• I am now going to use a four letter word not liked at all in the
internet marketing community
• The four letter word……
• W.
• O.
• R.
• K.

Not an acronym, just pure and
simple hard work.
Internet marketing is NOT easy, it’s NOT
quick, it’s NOT for everyone.
However, it IS perfect for our small
businesses – for reasons we know.

A client: a trichologist
Based in the NW – a consultant
trichologist with a great new product
and a huge potential.

Which website would you give
your details to?
We own both the sites:
One is Hair2stay.
The other is Hairsense.

Get the data
What do we do with all this lovely data we now have?
• In great marketing, patience is key:
• Why? Guerrilla marketing principles
• 0 – 9 psychological steps to marketing BEFORE selling.
• We use people’s emails to get to them as FREE.
• We need a system that can keep in constant contact
• www.constantcontact.com, www.icontact.com,
www.aweber.com, www.mailchimp.com
• There are others out there.
• H ow we can monitor effectiveness:
• www.icontact.com

4th client: a business support
organisation called Blue Orchid
Based in the NW – a business supporting
organisation to help start up businesses
wanting an email out to their customers
over Christmas 08.

We used a system to monitor
effectiveness of the campaign.
www.constantcontact.com
And these are the results

Get the data
Emailing sending: Some key principles:
• In great marketing, patience is key:
• Time vs. Money – traditional marketing is money based, e-marketing
is time based.
• To sell to someone, you MUST have rapport with them, to get
rapport takes time and effort and a knowledge of the person.
Marketing comes BEFORE selling.
• With emails they are only SPAM when they are unsolicited
(i.e. not opted into), useless info, sales directed, or add no
value.
• How can you add value to someone’s inbox?

What would their clients want?
We could ask them first…
They wanted help with marketing.

The email campaign report for Blue
Orchid: Dec 2008.
• Starting point:
• The idea was to tie into the Christmas spirit with an offering
which could be delivered to build rapport with the already
contacted database which was at the time not being used.
• The idea:
• 12 Christmas emails aligned to 12 different prizes / gifts. This
idea was refined with the help of one of the Blue Orchid client
who volunteered to give 12 template websites for the prizes.
12 days worth of information: the 12th top tips: to cover all
aspects of small business advice from marketing to finance.

In conclusion:
• A huge response to the competition in real terms with a
competition level entry rate of nearly 10% from first offer.
• Traffic to concept partners site up by 184% click through from
logo placement at 6.6% and 120 clicks.
• A total of some 80+ single entrants with more than 120
different emails sent to us.
• Blue Orchid created another 87 meetings from this worth
some £8500 in turnover from funders for the company.

Ok we have the idea
Now what is the system?
Is there a structure?

The system secret
The information others don’t want you to know for free.
The structure:
• Opt in auto responder then thank you
• 7 top tips for them to use over a week
• Once a week ‘hello there offer’ for a month (related stuff but
not always about your product)
• Then the special offer on the 10 day with a feedback loop, a
‘quite frankly’ email
• Then once a month for 3 months with a special offer.
• Remember the emails are automated so they cannot be time
specific, about things in the press etc.

Use the data
Emailing sending: The structure I have found works:
• In great marketing, timing is key:
• If you sell in too early, you lose out, if you contact them too
late, the customer goes cold, if you don’t know the timing
then people unsubscribe…
• However, with e-marketing you can do this and you can learn
as you go. Every industry is different but here are some key
points to remember.
• Contact the opt in ASAP as this is when they are ‘warm’
• Re contact them ASAP, with a thank you (auto responder) that
adds value, establishes a reciprocal arrangement.
• Then set up a system of at least 17 emails to sell to them

Emails
Think about what you can write about.
Think about your design.
But also think WHEN do ‘people’ open
emails and on what…

A little bit
controversial
this one. As
each industry is
different.
B2B 7 – 8am
B2C – 7 – 10am
News – 1 – 2pm
B2B – 5 – 7pm
B2C -7 – 10pm

Five Email Mistakes
Even the Experts Make
• 1. Leaving the Subject Line for Last
• 2. Mailing Irrelevant Content
• 3. Expecting New Creative to Immediately Work
• 4. Focusing Only on ROI
• 5. Thinking Email Exists in a Silo
• Why did I put this in…. As it came to me in an
email ;) and it’s 5 great top tips for email.

New content creation.
• What else could you link your emails to?
• Think about new content creation.
• Could you give away more… ?
• Emails to blog posts.
• Emails to PDF.
• Emails to videos.
• Which brings us nicely into the new world.
• Not of emails but of content on mobile.

For our clients we are finding:

It’s more than 20% of traffic today…

Costs are low for PPC at the moment

But conversion rates are good.

What people want from an M-site.

Remember with mobile.
• You don’t have to go straight to an app.
• Unless an app is your business.
• And even then you don’t have to.
• i.e. maybe a mobile site first.
• Maybe a book marked HTML5 site.
• Then a phonegap / appscend made app.
• Then native at the end …. But this costs.
• The point is ALWAYS….

THIS IS the
future of social marketing.
• Everything today is dependent on your
demographic i.e. your customers.
• We don’t channel them to things and ideas.
• The power to find brands is in their hands.
• Now the future is even brighter as we move
from words, to pictures, to videos, to ????.
• The idea is speed, the platform is mobile, the
point is connection and connectivity.

Which picture do you like most?
SLR £400 Instagram FREE

They are socially small at the moment.
But…. They are growing…

Instagram
• Instagram’s success and growth: 100 million users
in just 26 months (It took Facebook over 3 years
to reach the 100 million user mark).
• Now… Fast-growing Instagram has exploded to
over 200 million monthly active users in just
three years.
• They also boast 45 million photos per day, 8,500
likes per second and 1,000 comments per second.
• Instagram is clearly the face of the new visual,
mobile web. It has some amazing stories already.
• And it has it’s own mini app ecosystem.

Instagram case study.
• Nikki Sharp – The Stay Sharp
Stay Strong
• Diet and detox juice book.
• Did lots of selfies and pics of
food.
• Went from 1000 to 160,000
fans
• Book sales now around
£100,000 a year.
• In Jan – earned £400, in
March £4000, and £20,000+
a month today.

Instagram case study.
• Shredz
• SHREDZ is a nutritional supplement
company that posted about $90,000
in annual revenue at the end of 2012.
• Their marketing team went out and
found dozens of Instagram users with
engaged followings and offered those
Instagram users free supplements and
monthly payment.
• At the end of 2013, the company
posted $5 million in gross revenue

How does it work?
• Instagram influencer campaigns can yield
tremendous results because of the amount of
engagement each post generates.
• Studies have found that Instagram
engagement rates are up to 58 times higher
than that of Facebook and 120 times higher
than Twitter's.
• Why?
• It might be obvious but it’s worth discussing…

Bachelr
• Bachelr is a men's fashion ecommerce
startup that launched in 2013. Much like
SHREDZ, its team identified a growing
trend of fashion bloggers' amassing large
followings on their Instagram accounts.
• Bachelr reached out to dozens of these
users in preparation for its launch, and it
created a series of images and paid each
influencer $50 each time the influencer
posted the image.
• The results?
• Two weeks into the campaign, the Bachelr
website received over 20,000 visits and
crashed its servers.

But it’s more than that…
• 1. Identify influencers
• There are two main types of influencers:
• Celebrities, athletes, and the like
• Instagram users with large followings
• 2. Find influencers – using 3 things:
• The "Popular" page.
• The popular page can be found by pressing the star at the bottom
of your screen.
• This page uses an algorithm that finds Instagram users in your area
based on the people you follow and shows "suggested posts" for
you to check out; the vast majority of the people featured have a
large following.
• #Hashtags.
• Instagram will then spit out all of the content that has been posted
using that hashtag. Scroll through the images to find images with
high engagement (above 5,000 likes or 300 comments).

A bit more…
• 2. Find influencers – using 3 things:
• Rely on your followers. Use the heart-shaped icon at the bottom of
the screen.
• Second, press "Following" at the top of the screen.
• This section shows you the images that your Instagram connections
are engaging with. Look for images coming from Instagrammers
with a large following.
• 3. Vet influencers
• If an Instagrammer has 200,000 followers but gets only 100 likes on
each photo, the account is spam.
• Every photo should have, roughly, 5% engagement.
• 4. Contact vetted influencers
• By either: Profile info or by Direct messaging.

Key thing to think about:
• 5. It’s not advertising…
• The most effective influencer campaigns are not direct advertisements.
Instagram users are highly sensitive to spam, and advertising your
message too hard could actually have a detrimental effect.
• For example, if you are trying to promote a mobile app, don't just post a
screenshot of the app with a "download now!" caption. Instead, have the
influencer post an image of themselves using the app with a message like
"So addicted to @yourinstagramhandlehere! Have you guys tried it yet?"
• Each post should be different from the others but each post should
contain your Instagram handle and a hashtag.
• The intent is twofold:
• Drive traffic back to your profile to increase your following.
• Get Instagrammers talking about your business with the use of hashtags.

And finally…
• 6. Track your campaign
• Influencers aren't cheap, so you
need to track your campaign to
gauge effectiveness and ROI. Various
free platforms are available. I
recommend the following:
• www.simplymeasured.com/freebies
/instagram-analytics
• www.iconosquare.com formerly
Statigram
• 7. It IS advertising…
• As you can now advertise on
Instagram

Wouldn’t it be great if you could pin all
your pictures to a board… ;)

The UK is strange…as lots of men pinning…
in the US it’s 90% women.

Not great for all businesses…
But GREAT for some…

Vine… moving six second montages or
collections of pictures…

What could you do with Vine?
• Think before you Vine – Before you begin filming, define the
video’s purpose. You only have six seconds to get your point across
– figure out what users should understand.
• Simplicity is key – Since the video is only six seconds long, keep it
simple. This application is not ideal for communicating complex
ideas.
• Social Media is public – The videos you create on Vine are visible to
everyone. Keeping this in mind, make sure that the content is
relatable to all viewers.
• Give a sneak peek! – Are you releasing something new? If so, use
Vine to give a sneak peek. Vine will provide visual content to
increase the anticipation of its arrival.
• Have fun with it – Vine allows you to introduce your company to
viewers in a personable way.
• Show your day, give a tour of the “office”, show your employees at
work, or maybe even show your employees having fun.

BUT…
• Just because it is only 6 seconds…
• Doesn’t mean it only takes 6 seconds to do.
• A vine can take just as long to create as a 3 minute
movie!
• Zack King: Vine's Six-Second Video Magic Man
• Vine star Zack King has 2 million followers and is
famous for his vine video tricks
• “A six-second Vine can take 24 hours to create.”
• And you need lots of tools to do it properly..
• http://www.businessinsider.com/how-long-does-it-take-
to-make-a-vine-2014-7

Not really social media anymore…
Why not?
Everyone is doing it 

More on youtube.
• If a picture is a 1000 words what is a 30 second
movie?
• People believe videos – especially when
homemade more than high end adverts – why?
• Today Google looks at the real estate of youtube
very seriously for your SEO strategy.
• Why is this?
• Have you taken over your Youtube spot?
• What would be your keywords / tags?
117

Youtube.
• With so much going onto youtube.
• And so many people watching the videos.
• Surely you just pop a video up there and sit
back and watch everyone tell there friends.
• It goes viral in a minute and your marketing is
done as millions of people go to your website.
• It’s a little harder than that.
• Think of youtube a bit more like PR – i.e. The
known with the unknown, using all emotions.
118

Youtube.
• So here are some ideas on what can go viral?
• Humour
• Pain
• Babies
• Classic stories
• You been framed moments
• Shocking truths
• AND remember you can use PPC in youtube as well.
• Some people therefore just hijack big videos of the time
and go PPC through them.
• This is not a great tactic for everyone.
• No matter how you use youtube – you MUST have video.
• But….
119

How can you make ‘em?
• Years ago you had a reason to not be able to
make videos.
• It was called money!
• Now everything you need is just about FREE!
• Directr
• Animoto

The point is that we NOW all have our
own TV station.
• This is what Youtube does for you / your brand.
• Video’s when professionally and even sometimes unprofessionally
made have a great impact.
• You can use Animoto to make PWP time videos.
• Different styles do different things.
• But mainly make sure your video style fits your brand image and
your USP.
• Remember time – people don't have long – especially not for an
advert – especially if they don't know you / your brand.
• Add value and make them fun to keep people coming back for
more.
• Treat each video therefore like each different email – they can be
made for different reasons.
• Remember to use keywords to help people find your videos on
youtube – but realise not many people search for your video.
121
Copyright dan@greatmarketingworks.co.uk 2013 ©

Youtube
Is really so much more...
• 7 Marketing Classics
• Choose a user name that reflects your brand for your channel
URL.
• Post customer video testimonials to add to your credibility.
• Put together a creative video explaining your product or
service.
• Show your product in action using movie trailer-style: fast,
creative and catchy.
• Show the results of someone using your services.
• Promote your events using recordings of previous events.
• Introduce your staff to add authenticity.

But Youtube
It’s really so much more...
• 6 ways to show you are the expert and add Value
• Upload recordings of presentations you’ve given, to
demonstrate authority and public speaking skills.
• Share slides from presentations that weren’t recorded.
• Create short videos of valuable tips of interest to your clients
and prospects to show off your expertise.
• Conduct an interview with an expert.
• Turn your podcasts into videos, to expand your reach.

But Youtube
It’s really so much more...
• 5 points for excellence in Customer Services
• Create “how to” videos to help your customers use your
product or service.
• Post solutions to common product or service problems.
• Answer customer-specific questions using videos. Imagine
how surprised a customer will be when you point them to a
video with the answer!
• Embed videos on your web site on appropriate pages,
including customer support and product tours.
• Show a work-in-progress project to a customer for review and
approval, without the need for a face-to-face meeting or in-person
demo.

Other ideas 
• Relate your videos to each other.
• Research shows that YouTube users tend to watch batches of videos
per visit. So make sure your videos are clearly linked, to encourage
multiple viewings. Aside from using similar tags, you could also use
a series title for multiple videos in the same vein.
• You could also post a new video as a response to an older one.
• Share your video socially as soon as it's posted.
• As soon as you post a new video, use YouTube's Share option to add
it to your Facebook profile or business page, tweet about it, and so
on. Also embed the video on your blog with a post that describes it
-- and be sure to use your target keywords.
• Develop a branded YouTube channel.
• Branded channels give your YouTube presence a more professional
look by incorporating your company's logo, a custom background
design, and so on.

One of our client’s Youtube channels.

If we have time = more thinking!
• Remember that all marketing is
• AIDA... And then the three RRR’s....
• Reward, Recommendation, Referral.
• As Bob Thacker, senior VP-marketing and
advertising at OfficeMax, says :
• “The secret is respecting the consumer.
You are interrupting their life. All advertising
is unwanted, so if you're going to crash the
party, bring some champagne with you.”

First prize forever?
• Tip-ex did this brilliantly – first with a huge PPC
campaign on and inside videos and even outside
youtube itself.
• It starts off with what you think is a classic
youtube – fly on wall – moment of pain.
• It then got interactive and allows fans to
interactively decide what a 'hunter' does to a
bear.
• It shows HUGE brand USP and values.

It also shows the product in action.

Then it gets interactive... 

The Tippex success story
• Tipp-Ex on YouTube designed to coincide with the
‘back to school’ period.
• The teaser entry video, produced by the
BUZZMAN agency, has already been viewed over
4.3 million times and shared more than 120,000
times on Facebook.
• Agency Channelship has tracked social media
mentions relating to this campaign and picked up
more than 6,000 posts, mostly from the USA,
even though the video was launched in the UK.

How will you maximise
Not just advertise – but evangelise... 

134
How does EVERYTHING we
covered work into…
This…

I...............
A.......
D.........
A.........
Buying
Apathy

R........................
Buyer Retention
vs. Buyer’s
Remorse.
R........................
R........................

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