web marketing
DESCRIPTION
An evening presentation made to the Salisbury FSB on May 12th covering a variety of web marketing opportunities including Facebook, LinkedIn, Twitter and YouTube whilst touching on location based opportunities such as Google Places, FourSquare etcTRANSCRIPT
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• The Web – Reality Check
• “Old Hat”
• Networking
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
Agenda
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World Wide Web – Reality Check
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Web Marketing is a Marathon
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This is a Sprint
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Vast Market
Opportunity
World Wide Web – Reality Check
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World Wide Web – Reality Check
6.9 Bn
1.7 Bn
47 m
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Lots of money spent online
World Wide Web – Reality Check
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World Wide Web – Reality Check
2009 2010
£88 bn £118 bn
£150 bn £200 bn
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0
20
40
60
80
100
120
2005 2006 2007 2008 2009 2010
£ B
n
Source IMRG
• World Wide Web – Reality Check
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New ways of working & more
things to do means people
spend more and more time
online
World Wide Web – Reality Check
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PC
Laptop
Netbook
iPad / Tablets
iPhone / Smart Phone
WiFi
3G
4G
World Wide Web – Reality Check
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Old Hat – but still relevant
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Get Found
Search Engine Optimisation [SEO]
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83% of web users use Search Engines
95% use Google
50% of users go beyond page 1
10% of users venture past page 2
Get Found
Search Engine Optimisation [SEO]
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www.google.com/places
Get Found
Google Local
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Probably the
greatest marketing opportunity
known!
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Get Found
Google Ads
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Email Marketing
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Why Email Marketing?
It’s
Effective
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Why Email Marketing?
It’s Not
Expensive
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Email Marketing – Measure by Measure
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Online Networks – Why
The Internet is Evolving
Bulletin Boards
1978
Web 1 dot zero
Websites and email
1990
Web 2 dot zero
User Generated Content
• Blogs
• Networking
2001
Web 3 dot zero
????
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Time to First 50m Audience
38 Years
13 Years
4 Years
2 Years
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Online Networks
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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
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Average age distribution across social network sites
0-17 18-24 25-34 35-44 45-54 55-64 65+
15%
9%
18%
25%
19%
10%
3%
Data source: Google Ad Planner
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Social Networks
Social Media is
the
No. 1
online activity
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Social Networks
2/3rds of the
Global Internet
population visit
Social
Networks
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Social Networks
10% of all
internet time is
spent on Social
Networks
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Social Networks
www.facebook.com
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1/ China
2/ India
3/ Facebook
4/ USA
If Facebook was a country it would be
1.33 bn
1.15 bn
650 m
311 m
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Adds 1/2m
users every
day
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5bn minutes
spent on
EVERY day
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1bn
• web links
• news stories
• blog posts
shared each week
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Facebook now
has a greater
share of the
internet than
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3 Types of presence
• Profile – personal
• Page – for businesses
• Groups - for anyone
Each has unique benefits and negatives. Research to
ensure you choose what’s best for you.
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Facebook – Get Started – build profile
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Facebook – Get Started – build page
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Facebook – Get Started – Join In
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Facebook – Advertising
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable
• Daily Budget
• Scheduling
• Test, Measure, Feedback
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Social Networks – Profile Building Groups
• Search for groups
• Join some groups
• Start your own group
• Contribute and add value
• Link back to your website
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Business Networks
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Linkedin – Networking for Professionals
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100 million
registered professional
users in more than
200 countries
Linkedin – Networking for Professionals
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More than 50%
located outside
of the USA
Linkedin – Networking for Professionals
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More than 1m
companies have
a Linkedin
Company Page
Linkedin – Networking for Professionals
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Adds 1m
new members
every 12 days
Linkedin – Networking for Professionals
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More than 2bn
people searches
in 2010
Linkedin – Networking for Professionals
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Linkedin – Getting Started – build profile Personal Profile
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Company Profile
Linkedin – Getting Started – build profile
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Linkedin – Getting Started – make contacts
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Linkedin – Getting Started – find groups
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Linkedin – Getting Started – Answers
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Linkedin – Advertise
• Targeted
• Either Cost per Click or Cost per 1,000 impressions
• Measurable
• Controllable
• Daily Budget
• Scheduling
• Test, Measure, Feedback
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Viral Marketing’s free…..pst pass it on
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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
20
400 20 x 20
400 x 20 8000
8000 x 20 160,000
160,000 x 20 3.2m
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Viral Marketing – How & Why
The Thresher ‘Virus’
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Viral Marketing – How & Why
• Discount Voucher intended for
Suppliers and their Friends
• Circulated via chat-rooms, blogs
and email 800,000 times
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Viral Marketing – How & Why
• Created queues outside stores
• National TV news coverage
• National Radio coverage
• National Print news coverage
• Generated a rumoured £15m T/O
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Viral Marketing -How
• Refer a friend
• Competitions
• Video
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Video Marketing
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Video Marketing
2nd
most searched
site on the
internet
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Video Marketing
2bn
videos watched
every day
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Video Marketing
24 hours
of new content
uploaded every
minute
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Video Marketing
Average person
spends
15 minutes
on YouTube
every day
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Video Marketing
70%
of YouTube
activity takes
place outside of
the USA
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Video Marketing
YouTube clips
now
incorporated in
Google Search
results
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Video Marketing
• Outsource to Video Production Company
• DIY
Your Video
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Video Marketing
Your Video
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Video Marketing
Your Video
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Video Marketing
Team Pixie
www.teampixie.co.uk
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• Get a feel for YouTube
• Look at the competition
• Look for an angle
•Think how else it could be used
Video Marketing
Your Video
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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
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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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Blogging – Where
www.blogger.com
www.wordpress.com
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Twitter – Who
International companies Cisco
IBM
Dell
Informational Services Nasa
Marketing Donut
Startup Donut Respected News Services BBC
CNN
Daily Telegraph
Bath Chronicle Celebrities Demi Moore
Oprah
Stephen Fry
Jonathan Ross
Britney Spears
Small Businesses William Grant – FoxGrant
Warren Cass – Business Scene
Lindsay Smith – Team Pixie
Fiona Davies – Flame Interiors
Anthony Lloyd – Fallowfields Hotel
Neil Ryder – If Only
Bryony Thomas – Clear Thought Consulting
230m Businesses and Individuals
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Twitter – Who
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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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Twitter – How
Write a short profile
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Anything
Twitter – What to Tweet
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Apps
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Apps
• Great for brand awareness
• Great for “going viral”
• Brand visibility every time someone uses their Mobile
• Can cost as little as £5,000 to develop
• Even a bad app is downloaded 100,000 times
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What’s on the Horizon?
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Location Marketing
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Location Marketing
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Augmented Reality
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Get Real – Augmented Reality
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Groupon
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• The Web – Reality Check
• “Old Hat”
• Networking
• Going Viral
• Video Marketing
• Blogging
• Apps
• On the Horizon
Agenda