webwisewomen nov 2009 updated
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www.pleasewalkonthegrass.com
Simple steps to be taken to grow your business online, at low cost. The dos and don’ts during a recession ……or…
www.pleasewalkonthegrass.com
Don’t just sit there…
…do it
www.pleasewalkonthegrass.com
Three things
www.pleasewalkonthegrass.com
The web Marketing in a recession
Free stuff
www.pleasewalkonthegrass.com
What’s so great about the web?
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
A lot of links
A helluva lot of links
Quick
Cheap
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.comwww.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
Give it away free…
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
The power of weak ties
• Small tight networks
• Strong connections
v• Extensive open
networks• Weak connections
Scott, John. 1991. Social Network Analysis. London: Sage. See also Wikipedia entry on ‘Social Networks’
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www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
Old web New web
• Static• One way• Specialised skills• Advertising• Impact• Spend• Bull****
• Dynamic• Two way• Everyone does it• Teaching• Involvement• Friend• Truth
www.pleasewalkonthegrass.com
Involvement…
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
You have to be in there…to know how it works
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www.pleasewalkonthegrass.com
A fundamental truth of new media…
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Live the life of your customer
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www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
Not:“how can I make you buy?”But:“how can we achieve this together?”
Jedi salesman
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
It’s not rocket-science
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…you don’t just get one shot
www.pleasewalkonthegrass.com
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…in fact it’s quite a good idea
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
Marketing in a recession
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“In a recession, dare to invest aggressively in marketing, innovation and customer quality”, is the clear message to be drawn from PIMS (Profit Impact of Market Strategy)
What strategic investments should you make during a recession to gain competitive advantage in the recovery? Roberts K. Strategy and Leadership, Volume 31, Number 4, 2003 , pp. 31-39(9)
www.pleasewalkonthegrass.com
Invest in … Using…
• Promotion• Marketing• Branding• Product development• Customers
Picture from Saavem at http://www.sxc.hu/photo/1086908www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
Old web New web
• Static• One way• Specialised skills• Advertising• Impact• Spend• Bull****
• Dynamic• Two way• Everyone does it• Teaching• Involvement• Friend• Truth
marketing marketing
Adapted fromNeo-marketing v old-school marketing, Kathy Sierra http://headrush.typepad.com/creating _passionate_users/
www.pleasewalkonthegrass.com
Big business is no longer in charge• Participation• Collaboration & sharing• Co-production• Richer/faster• Weightless
www.pleasewalkonthegrass.com
http://www.marketingpilgrim.com/2008/11/motrin-faces-twitter-headache-over-new-video-campaign.html
www.pleasewalkonthegrass.com
It all adds up
Value of networks+Investing in customers (especially in a recession)+Lots of free stuff=SME opportunity
www.pleasewalkonthegrass.com
Virtually Free
www.pleasewalkonthegrass.com
What you can do now…• Start a blog• Get a simple website• Start networking –
Facebook, Bebo, MySpace, LinkedIn etc
• Refer to all these offline• Connect them all• Promote yourself – Squidoo,
twitter, slideshare, etc • Read, Listen, Learn
Virtually Free
www.pleasewalkonthegrass.com
Keeping on the right track…
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(Simple principles…and possibly the next
book!)Pho
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www.pleasewalkonthegrass.com
insightwhat customers really want because you live
with them (online)you talk to them and
listen to them
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
purposebecause you know why you’re in business
+therefore what you can do for those customers (that no-one else can)
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
truthThe truth is out there (whether
you like it or not) so tell it+
Your own, unique, compelling truth (integrated and consistent)
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
beautyLooking good isn’t optional
+The best products and
services just work better
www.pleasewalkonthegrass.com
www.pleasewalkonthegrass.com
Thank youvirtuallyfree@pleasewalkonthegrass.com
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