Guerrilla e-marketing New Wave Communication

Transcription

1 Guerrilla e-marketing New Wave Communication David Lakins

2 About Key Multimedia Founded in 2007 Based in Poundbury, Dorchester, Dorset Create Content managed and e-commerce websites Online marketing and website performance 2 Search engine optimisation Pay Per Click Management Article marketing Blog Posting Social networking Content supply E-Management

3 Agenda Guerrilla e-marketing What is it? Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Social Networks Viral Marketing Video Marketing Marketing SMS Blogging 3

4 Guerrilla e-marketing An unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget Guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral Wikipedia

5 A Shift Is Happening The web has become the mechanism for communicating and interacting Mobile web has really taken off Apple iphone has revolutionised the way we think about the Internet Phones with GPS units mean localised search and tasks are now a reality Video is everywhere with YouTube and the BBC iplayer Anyone born after 1984 is techno-savvy Technology is embedded in lifestyle 5

6 The Social Media Phenomena In 2005, News Corp. bought Myspace.com for $580m; in 2006 Google paid $1.65bn for YouTube and in March 2008, AOL bought the UK social networking site Bebo for $850m These three profitable organisations saw the value in these social networking sites There are over 300 social networking sites available on the internet, some are aimed at bringing individuals together, whilst others are focussed purely on building business to business relationships 6

7 What is Social Media Anyway? Web 1.0 Web 2.0 7

8 What is Social Media Anyway? Social media is a combination of user generated content (UGC), consumer generated media (CGM) and traditional published content across a variety of technologies and web-based platforms including social networks, blogs, video, websites, mobile devices, , and more 8

9 What is Social Media? Social media has created a shift in how people discover, read and share news, information and content Social media is instantaneous 67% of Internet users are engaged in some way with social media 9

10 Important Differences for Social Media Social media provides an INEXPENSIVE marketing and brand awareness tool that allows people and organizations to connect on a personal level Social media can spread incredibly fast but it usually won t happen over night Social media has turned content readers into content publishers and connects people around the world who otherwise would never know each other or have anything in common 10

11 11 Social Networking

12 12

13 Is Social Media Important to my Business? 13 Nielsen 2009

14 Social Networks Business Benefits Reach out to new audiences and markets Reach out to existing markets Better understanding of your customers and related markets Relative low cost of entry Possible high return 14

15 Connecting with YOUR audience? Analyze your market, audience, and demographics Social Media can target decision makers, consumers, donors, create a buzz about your company, a service or product, spread good news or deal with bad news i.e. crisis management, get market feedback / surveys 15

16 16 Social Network Overview

17 Facebook - #1 Social Network Over 250 million users More than two-thirds of Facebook users are outside of college age The fastest growing demographic is those 35 years old and older 55% of users are female More than 8 million users become fans of Business Profiles each day 17 Facebook s strengths lie in its ability to help people connect and stay connected

18 18 Business Profiles are exploding

19 Why use Facebook? 1. Get business contacts 2. Build relationships 3. Increase visibility 4. Build your personal brand 5. Target your niche 6. Get quick top Google placement 7. Create targeted Ads 8. Free marketing 19

20 20 Example of effective use

21 21 Example of effective use

22 22 Example of effective use

23 Fastest growing Over 11.5 million users Since June of 2008, has grown by 1,460 % Reaches 10.7 percent of all active Internet users 5% of users account for 75% of all activity 23

24 What is Twitter? Bit like SMS (text) messaging Messages are 140 characters or less, generally visible by anyone You follow others, they follow you Communicate openly or directly to other Twitterers 24

25 Why use Twitter? Easy to use Easy way to keep in touch A way to reach potentially large market Short sharp communication tool Ideal for :- searching listening conversing to large groups of people you may not know in small sound bites 25

26 26 Example of effective use

27 27 Example of effective use

28 28 Locals using Twitter

29 Business Networking Over 43 million users 1 million users added every 17 days 56% of users are individual contributors, 16% are management level, and 28% are director/vp level or above 95% are college educated 29

30 Linked In Personal Profiles 30

31 31 Company Profiles help you build your brand

32 32 Linked In - Groups

33 Why use Linked In? Social media is all about starting conversations and building relationships Linked In is quickly becoming one of the best business tools of our lifetimes Use Linked In as an Ice Breaker Ask yourself who do you want to connect with? 33

34 There is a Social Network for Everything Over 1.3 million unique social networks Over 30 million members Over 70% active 34 Source: Ning

35 Ning Start your own social network for FREE or choose from thousands to join 35

36 Other Social Media Opportunities Stumbleupon Flickr Picasaweb MySpace Reddit Hubspot De.lic.ious TripAdvisor Slideshare Photobucket Digg

37 Agenda Guerrilla e-marketing What is it? Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- 37 Social Networks Viral Marketing Video Marketing Marketing SMS Blogging

38 Start with a Strategy Social Media needs to be part of your whole marketing plan Find out where your customers are first Come up with measurable goals Do one thing at a time It is a commitment,.. not a campaign 38

39 Where to Get Started Be clear about your objectives Define who you want to target Decide which social media platforms make sense for you organization 39

40 Know what people are saying Google Web Options 40

41 Know what people are saying Google Alerts - google.com/alerts 41

42 Using Social Media for Market Research LinkedIn Use LinkedIn Answers to ask questions about your products and services and target it to a specific set of users through proper categorization Use the search functionality to look for people, recruit employees, generating leads, staying on top of relevant news. Even perform due diligence on prospects, potential employees, potential bosses, and other professionals Demographic data including company vital stats, as well as other really useful stats such as common job titles, top schools attended, average age, and gender percentages 42

43 43 Know what people are saying

44 Getting Started with Social Media Have a good look around and see how things work Set up an account and build your profile Look for friends to invite and link with Start a Group relevant to your products or services Build Facebook pages developed by Facebook for SMEs 44

45 Getting Started with Social Media Start Participating Talk about company news, personal news, industry news, product news, or anything that readers & subscribers may find useful Stay away from really controversial issues and never talk religion or politics 45

46 46 Using Social Media Platforms Effectively

47 Create a Public Profile Profile Pic Status Updates Engaging With fans 47

48 Fill out your Profile Use a custom background to brand Add a Profile Picture Fill out the Bio information 48

49 Be Engaging Give people a chance to talk and interact with you Ask questions Let some of your personality shine through Think about the platform and its limitations 49

50 Provide Value Provide expertise in a field become the person to know Make your content compelling to read Have a reasonable mix of tweets, links, and retweets Don t spam 50

51 Make your Information Compelling Update your Status Your summary is your Elevator Pitch Add custom URLs 51

52 52 Create a Company Profile

53 Add applications Add your blog Show off your presentations 53

54 Join Groups Groups provide another opportunity to build relationships and establish expertise Groups appear on your profile another set of context 54

55 Maximizing your results on Linked In 1st Connect with all your friends, former classmates, business associates, etc 2nd Leverage your connections and ask for introductions Join as many groups as you can (you can join up to 50 groups) Begin participating in group discussions and connecting with group members 55

56 Agenda Guerrilla e-marketing What is it? Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Social Networks Viral Marketing Video Marketing Marketing SMS Blogging 56

57 Viral Marketing How & Why Get other people to do your marketing for you It s free Give them something in return if possible 57

58 Viral Marketing How & Why

59 An effective viral marketing strategy: Gives away products or services Provides for effortless transfer to others Scales easily from small to very large Exploits common motivations and behaviours Utilizes existing communication networks Takes advantage of others' resources 59

60 Examples of Viral Marketing Hotmail In December 1996 Hotmail had 500,000 registered users less than a year later they had over 12,000,000 users. This astonishing growth rate was down to the fact that every single sent from Hotmail included a small advert promoting the service in the footer 60

61 61 Examples of Viral Marketing

62 Examples of Viral Marketing Threshers 40% Off Voucher Apparently the voucher was only intended for suppliers The belief that Threshers had mistakenly released the voucher made it spread faster and faster around the world via , social networks and blogs 62

63 Viral Marketing - How Refer a friend Competitions Video Create a buzz about your product / service. Include references to it on signature blocks, blog postings etc. Get other people involved 63

64 Agenda Guerrilla e-marketing What is it? Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Social Networks Viral Marketing Video Marketing Marketing SMS Blogging 64

65 Video Marketing YouTube 120m videos watched..daily 3rd most searched site after Google Typical user 18 to minutes per visit 51% visit one or more times a week 65

66 Why use YouTube? Give your business a face not just a website The internet is hungry for information. If your YouTube video has information that your client base is seeking, they will find the video to get that information Search Engines & Directory Sites - having a YouTube video on a listing doubles the likelihood that the visitor will click through Web Options & Googlebase 66

67 Why use YouTube? YouTube videos show up on Google Searches and other similar search engines. It is not uncommon for a thoughtfully keyworded YouTube Video to show up higher than your 5000 website Embed video clips in your own website 67

68 68 Example of effective use

69 69 Example of effective use

70 Video Marketing Look for an angle Look for the competition Get a feel for YouTube Think how else it could be used 70

71 71 Video Marketing

72 Video Marketing Prepare prepare prepare Prepare and learn your script use cue cards Prepare your location quiet and free from disturbance Prepare yourself Get filming 72

73 Agenda Guerrilla e-marketing What is it? Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Social Networks Viral Marketing Video Marketing Marketing SMS Blogging 73

74 Why Marketing? Build Loyalty Remind clients that you are still around Advise clients of full range of services Provide easy access to latest news/advice/offers 74

75 Why Marketing? It is NOT expensive! It IS effective 75

76 Why Marketing? Sector Sent Delivery Open Rate CTR Response B2C Acquisition B2C Retention B2B Acquisition B2B Retention 100% 91% 29% 27% 6% 100% 91% 32% 28% 12% 100% 88% 32% 25% 4% 100% 90% 37% 30% 13% Source DMA Marketing Benchmarks Survey 76

77 Why Marketing? It costs six times as much to attract a new client as it does to increase revenue from your existing client base marketing is a great way to stay in touch with your client base 77

78 Marketing Key Elements to success Building your subscriber list 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 78

79 Marketing Key Elements to success Quality Content Relevant Tailored GRAB attention Frequency Monitor, Monitor, Monitor Legal 79

80 Marketing The Law Pre-existing relationship Opt in or Double Opt in Sender is clearly identified Unsubscribe instructions with EVERY No consent = SPAM Anti-Spam laws apply to Individuals davidlakins@hotmail.com = individual david.lakins@keymultimedia.co.uk = corporate 80

81 Marketing Measure by Measure What can be measured Number of s sent Number of bounces Number opened Number deleted without opening Action taken 81

82 Marketing Key Elements to success Decide on goals Generate traffic to site Create sales enquiries Generate sales Pick your format Plain text HTML 82

83 Marketing Message Types The informational 83

84 Marketing Message Types The content rich example 84

85 Marketing Tools NewZApp Graphic Mail Groupmail Vertical Response Constant Contact imailer Reality Mail

86 Agenda Guerrilla e-marketing What is it? Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Social Networks Viral Marketing Video Marketing Marketing SMS Blogging 86

87 SMS Marketing Text messages or short messaging service (SMS) messages are the messages that people send from their mobile phones Text messaging enables information to be sent to groups of people quickly and conveniently in much the same way as , making it an increasing popular e-marketing channel 87

88 Advantages of SMS Marketing The personal nature of mobile phones make SMS marketing a very powerful tool Most people take their mobile phones everywhere - meaning they can be effective for time sensitive messages People tend to read virtually every text they get - unlike junk mail, spam or adverts which can be ignored 88

89 Disadvantages of SMS Marketing Your message has a maximum 160 characters - not much space to get your message over People respond negatively to unwanted texts Make sure you have their permission to send them texts and that your SMS marketing complies with privacy and data protection rules People are wary of responding to SMS messages due to an increase in fraudulent messages 89

90 Costs of SMS Marketing You will probably need to employ a mobile phone agency to send out the texts for you Approximate costs 10p per text The development of 3G (third generation) and smart phones, which have larger screens and can play music and video clips, has made multimedia messaging service (MMS) possible 90

91 Agenda Guerrilla e-marketing What is it? Social Media new opportunities Connecting with your customers How you can improve your online presence by using :- Social Networks Viral Marketing Video Marketing Marketing SMS Blogging 91

92 What is blogging? A blog is a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material Entries are commonly displayed in reverse- chronological order A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic The ability for readers to leave comments in an interactive format is an important part of many blogs 92

93 Should You Be Blogging? If you have anything valuable to say, then the answer is YES BLOGS are meant to be short and personal Keep your followers updated, provide timely information and updates, and share your thoughts Build loyalty and brand and keep you on people s minds Increase search engine results 93 28% of all search engine results are now linked to social media and social networking sites

94 Blogging Tools

95 95 Locals using Blogs

96 96 Locals using Blogs

97 Making the Most of Social Media The real cost of social networking is your TIME The more time you invest, the more results you should see Set up your profiles, add as much information as possible including work experience, education, skills, activities, etc Try and set aside part of your week making new introductions Writing a BLOG could easily take 30+ minutes 97

98 Keys to Succeeding with Social Media Do your research and make sure you are targeting the right audience Spend your time wisely don t try to be everywhere Start networking, join groups and participate in discussions, make comments and share opinions Promote your social media profiles / groups / blogs / fan pages in every signature, newsletter blast and website page Have fun, be patient and track your success 98

99 Guerrilla e-marketing New Wave Communication David Lakins