Guerrilla e-marketing‘New Wave’ Communication

David Lakins

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

• Email Marketing

• Blogging

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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 - 20010

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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

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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

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What is Social Media Anyway?

Web 1.0 Web 2.0

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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, email, and more

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What is Social Media?

• Social media has created a shift in how people discover, read and share news, information and content

• Everybody can have an opinion and the technology allows us to share them

• Social media is instantaneous

• 67% of Internet users are engaged in some way with social media

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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

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Social Networking

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Is Social Media Important to my Business?

Nielsen 200912

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

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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

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Social Network Overview

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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

• Facebook’s strengths lie in its ability to help people connect and stay connected

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Business Profiles are exploding

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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

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Example of effective use

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Example of effective use

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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

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What is Twitter ?

• Tweets are 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”

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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

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Example of effective use

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Example of effective use

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Locals using Twitter

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Locals using Twitter

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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

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Linked In – Personal Profiles

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Company Profiles help you build your brand

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Linked In - Groups

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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?

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Why use Linked In ?

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Other Social Media Opportunities

• Stumbleupon

• Flickr

• Picasaweb

• MySpace

• Reddit

• Digg

• Hubspot

• De.lic.ious

• TripAdvisor

• Slideshare

• Photobucket

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

• Email Marketing

• Blogging

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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

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Where to Get Started

• Be clear about your objectives

• Define who you want to target

• Decide which social media platforms make sense for your organisation

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Know what people are saying

• Google Web Options

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Know what people are saying

• Google Alerts - google.com/alerts

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Using Social Media for Market Research

• LinkedIn

• 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

• Use LinkedIn Answers to ask questions about your products or why not become the expert and provide answers to other LinkedIn users’ questions

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Know what people are saying

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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 a “Facebook page”

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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

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Using Social Media Platforms Effectively

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Create a Public Profile

Profile Pic

EngagingWith fans

Status Updates

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Fill out your Profile

Use a custom background to brand Add a Profile Picture

Fill out the Bio information

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Twitter Tips

• Monitor Keywords & Track discussions

• Manage your Tweets effectively

• Desktop Twitter Applications e.g.

• Tweet Deck & Twhirl• iPhone Twitter Apps• Twitter for WordPress Blogs• Link Facebook and LinkedIn with your Twitter feed or use ping.fm

to update multiple social networking sites

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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

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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 re-tweets

• Don’t spam

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Make your Information Compelling

Update your Status

Your summary is your Elevator Pitch

Add custom URLs

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Encourage Recommendations

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Add applications

Add your blog

Show off your presentations

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Maximising your results on Linked In

• 1st – Connect with all your friends, former classmates, business associates, etc

• 2nd – Leverage your connections and ask for introductions

• Participate in group discussions and connecting with group members

• Questions & Answers - Look for opportunities to share your skills and experiences

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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

• Email Marketing

• Blogging

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Viral Marketing – How & Why

• Get other people to do your marketing for you

• It’s free

• Give them something in return if possible

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Viral Marketing – How & Why

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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

• Utilises existing communication networks

• Takes advantage of others' resources

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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 email sent from Hotmail included a small advert promoting the service in the footer

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Viral Marketing - How

• Refer a friend

• Competitions

• Video

• Create a buzz about your product / service.

• Include references to it on email signature blocks, blog postings etc.

• Get other people involved

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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• Email Marketing

• Blogging

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• YouTube – 120m videos watched………..DAILY

• 3rd most searched site after Google

• Typical user – 18 to 55

• 30 - 45 minutes per visit

• 51% visit one or more times a week

Video Marketing

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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 include video

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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

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Example of effective use

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Example of effective use

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Video Marketing

• Look for an angle

• Look for the competition

• Get a feel for YouTube

• Think how else it could be used

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Video Marketing

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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

• Email Marketing• Blogging

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Why Email 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

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Why Email Marketing?

• It is NOT expensive !

• It IS effective

• With the right tools can be 100% measurable

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Sector Sent Delivery Open Rate CTR Response

B2CAcquisition

100% 91% 29% 27% 6%

B2CRetention

100% 91% 32% 28% 12%

B2BAcquisition

100% 88% 32% 25% 4%

B2B Retention

100% 90% 37% 30% 13%

Source – DMA Email Marketing Benchmarks Survey

Why Email Marketing?

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Why Email Marketing?

• It costs six times as much to attract a new client as it does to increase revenue from your existing client base

• Email marketing is a great way to stay in touch with your client base

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Email Marketing – Key Elements to success

• Building your subscriber list

• Develop your database

• Exploit 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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Email Marketing – Key Elements to success

• Quality Content

• Relevant• Tailored• GRAB attention • Frequency• Monitor, Monitor, Monitor• Legal

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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

name@hotmail.com = individualname@companyname.co.uk = corporate

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Email Marketing – Measure by Measure

• What can be measured

• Number of emails sent• Number of bounces• Number opened• Number deleted without opening• Action taken – Click Through Rate - CTR

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Email Marketing – Key Elements to success

• Decide on goals

• Generate traffic to site• Create sales enquiries• Generate sales

• Pick your format

• Plain text• HTML

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The “informational”

Email Marketing – Message Types

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The “content rich”example

Email Marketing – Message Types

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Email Marketing – Tools

• NewZApp www.newzapp.co.uk

• Graphic Mail www.graphicmail.co.uk

• Groupmail www.infacta.com

• Vertical Response www.verticalresponse.com

• Constant Contact www.constantcontact.com

• iMailer www.emailtools.co.uk

• Reality Mail www.realitymail.co.uk

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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

• Email Marketing

• Blogging

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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 commentsin an interactive format is an important part of many blogs

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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

• 28% of all search engine results are now linked to social media and social networking sites83

Blogging and SEO

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www.blogger.com

www.wordpress.com

www.typepad.com

www.movabletype.com

Blogging Tools

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Locals using Blogs

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Locals using Blogs

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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

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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 email signature, newsletter blast and website page

• Have fun, be patient and track your success

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