I did a workshop about marketing and MVP's at Nottingham Uni. These are the notes. Not to the whole workshop but bits I didn't have time to cover in depth and other bits that might interest people. And bits where I didn't think it was fair for them to have to write all the web addresses down. It would make sense to them but probably not much to those who didn't attend.
2. Mine and David’s published book.
• Go grab a free copy on
www.makeyourpassionasuccess.com
3. What makes a great marketing idea?
Things to consider: from Guy Kawasaki.
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•
•
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Four attributes that indicate when a great
marketing idea can go big:
Demonstrable impact
Cost effectiveness
Sustainability
Replicability (if this is a word.)
• Write these down.
4. Marketing is import.
• The mad men video.
• Learn three things. Why is it so good….
• http://www.youtube.com/watch?v=suRDUFpsHus
7. The Psychological Principles
of Guerrilla Marketing:
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Commitment,
Flexibility,
Simplicity,
Patience,
Knowing your customer,
Psychology,
Clever language use,
Rewards.
We win the hearts before we win the minds!
Which one are you going to use in your
company? Pick one and discuss….
8. Target demographic – is NOT everyone
• Remember the old 80 / 20 rule.
• 80% of your money will come from 20% of
your customers / products / services.
• Don’t quote me on it – as gets down to about
30 / 70 with some web companies but its a
good rule of thumb.
• Ok think about that with your own business.
• And then think about Guerrilla Marketing!
9. This is the special sauce – this is the
three R’s
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In Marketing you have:
A – Attention / Awareness.
I
– Interest
D – Desire / decision
A - Action.
And the special sauce from great marketing works are the three
R’s…..
Rewards.
Like getting a free book download.
Recommendations.
Like the ones you might give on Linkedin.
Referrals.
Like Nottingham University telling Bristol University “Dan was great”.
10. E-marketing.
Can you do this for free?
If only there was a way of getting more online things for free…
• There is…
• www.instapage.com for landing pages.
• www.strikingly.com for mobile pages www.mobsyte.com
• Appscend or ibuildapp.com for mobile apps.
• And google analytics to work it all out. Because…
11. The Web is complex…
SEO
YouTube
Facebook
Twitter
LinkedIn
YOUR
WEBSITE
LANDING PAGE
Teaser
Promotion
White papers
Information
Support
Sales
Data capture
Online ordering
Blogs
Links
Forums
Directories
email
email
email
Source: Sales Remedy
email
email
email
24. The future is Semantic Search (Social
and Search)
Social Search
Because social search is real search / real knowledge.
The rest…. Is just SEO.
24
25. Where are you going to get content
from?
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Some insider top tips to save you time.
Recycle your ideas – always. Your offline PR is online PR.
So think your online press releases are a few blog ideas
Your blogs are 100’s of potential tweets.
Your tweets can be automated with clever tools.
Your linkedin page doesn’t need you there all the time.
You don’t have to be a creator be an editor.
Information is everywhere – knowledge is no longer king.
So do something else – be cool by association.
Give people what they want. Could your customer service be
content?
• People are time starved and information / gossip / top tips hungry.
Copyright Great Marketing Works (c) 2012 if you would like more help then contact dan@greatmarketingworks.co.uk for more
info.
33. Where are we right now – the
numbers?
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GLOBAL Total users:
Facebook - 1.15 Billion
Twitter - 500M
Google Plus - 500M
LinkedIn - 238M
Instagram - 130M
Pinterest - 70M
Who here is planning to only sell to the UK?
If so what you care more about is the UK.
41. 7 biggest mistakes for Twitter.
Surveys say the main reason for following is a compelling bio (67%)
and good tweets (30%).
Basic do not do’s:
1.
2.
3.
4.
5.
6.
7.
NO PHOTO! (Geez) - Pictures – should stand out – from
experience should be of you.
Uninteresting tweets – we will about how to get them interesting
later on.
Generic bio - WIIFM. What benefit do I get if I follow you? What
kind of tweets are you promising them?
Boring background – jazz it up a little – use a professional or a free
one – just use one.
317 name - Make sure your name – means something
Snobbery – follow those who follow you!
Unbalanced ratio – Twitter is ANTI – SPAMMING.
41
45. One of the holy grails is the RT.
• But some types of Tweets get ReTweeted more often than others:
– Calls to action (as in: “please ReTweet”), while they might sound cheesy, work very well
to get ReTweets
– Timely content such as latest news gets ReTweeted a lot
– Self-reference (Tweeting about Twitter) works
– Lists are very popular
– People also like to ReTweet blog posts
• Much like success is said to breed success ReTweets will breed ReTweets
50. If not planned!
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If we don’t have structure
We have anarchy
And if we have anarchy
Where are we?
16th century France?
No modern day England
Online!
61. So with social media we have to think
• About timing.
• When is the best time to tweet and not
tweet?
• When will you fit it all in?
• There are best times for each brand.
• And you can do some more detailed analysis
into when it is best to tweet for your brand.
• This is to follow – but in the mean time…
65. 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.
68. 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).
• 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.
69. 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.
70. Wouldn’t it be great if you could pin all
your pictures to a board… ;)
78. 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 your company to introduce itself to
viewers in a personable way. Give a tour of the office, show your
employees at work, or maybe even show your employees having
fun.
84. MARKET RESEARCH
• Nicely enough Klout can help you with market
research.
• You can see which customers you really want
to listen to and get on side.
• For everyone this is different.
• For every product or service.
• BUT for all start ups this is important.
87. Macro research
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How to do the big stuff?
Use your University – seriously.
Get access to Mintel / Keynotes.
As normally cost £1000’s to do so.
Other things start following Trendwatching.com
All desk top research can be outsourced – and if you
want to more quickly on something.
• I suggest get some one else to do it – Elance.com
Copyright www.greatmarketingworks.co.uk
(c) 2012
88. Other ways of doing Macro
• Google searches?
• Not only for your competition but also on keywords
and whether people are searching for your service /
product / download etc.
• http://www.google.co.uk insights.
• http://www.comscore.com about web
• http:///www.alexra.com about sites
• http://www.appannie.com Very precise as but for
apps only and position app.
Copyright www.greatmarketingworks.co.uk
(c) 2012
90. Top tip…. From those that know
• Be part of your target market and don't speculate
what others need (yet)
• Think: Which social industry and professional groups
you belong to or have you belong to do you
understand?
• Associate yourself with these people and ask what
they really need which of the groups you identify
with have their own magazines?
Copyright www.greatmarketingworks.co.uk
(c) 2012
91. So which groups?
• It is not important these groups have lots of money
rather that they spend money.
• You will want to find a group / someone who is
reachable through 1 or two small magazines if you
are creating a product.
• If an app or something online you want to have a
larger fan base potential.
Copyright www.greatmarketingworks.co.uk
(c) 2012
92. Baby app Example:
• So how many young mums are there in the UK /
world to aim at?
• Silly question…
• More how many magazines cater for them?
• How many websites?
• How many forums?
• Are they social?
• And how many can we reach?
• Easily and quickly….
Copyright www.greatmarketingworks.co.uk
(c) 2012
93. We go digital to work it out.
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Google keywords analysis tool.
But doesn’t tell me the demographic reach.
What about Facebook?
It does give me demographic precisely.
What do they look at?
What about Youtube?
What about Twitter?
No not for macro but good for micro which is what
we will discuss next.
Copyright www.greatmarketingworks.co.uk
(c) 2012
94. Maybe listen through Youtube
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How many videos are there about it?
How many people are searching for it?
http://www.youtube.com/advertiseuk
Can you simple post a video asking people if they
like an idea?
What about number of blogs – technorati.
What about people digging it?
What if someone steals it?
1% inspiration – the rest is perspiration.
Back to the future shoes – a classic example.
Copyright www.greatmarketingworks.co.uk
(c) 2012
97. Facebook
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You can find out in five minutes… your demographic.
Who live in the United Kingdom (UK) age 18+
who are female, who are in the category
Parents (child: 0-3yrs)
= 81,220 people
UK, 18+, interest in #BabyCenter, baby centre, or parents
magazine
• =10,880 people
• UK, US, Australia, Germany, France and Italy, 18+, interest
in #BabyCenter, baby centre, baby play
• = 942,300 people
Copyright www.greatmarketingworks.co.uk
(c) 2012
99. Micro research – just as important.
Copyright www.greatmarketingworks.co.uk
(c) 2012
100. The world will tell you – just listen
Copyright www.greatmarketingworks.co.uk
(c) 2012
101. How else can you do it?
• You can use a whole host of bits of kit out there.
• You can ask people in ebay - http://pulse.ebay.co.uk/
• You could start a whole facebook community page
and see if people joined for nothing.
• You could search through twitter and start talking.
• You could do the same off line and down the pub.
• The most important things is that the market
research is not….. To ….
• Make assumptions…
Copyright www.greatmarketingworks.co.uk
(c) 2012
104. Thinking about minds…
• Who else is going for the share of mind?
• Who are your competitors and why is it important?
• Guerrilla warfare is about having the better
intelligence.
• The Military Intelligence.
• Let’s work out who our competitors really are….
105. Let’s use JusTaxi again as someone
here needs to do this research as well.
Kabbee
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Kabbee has raised a £3.8m Series A funding round led by Octopus Investments and
Simon Nixon, the founder of MoneySupermarket.com. According to
CrunchBase, this brings total funding to around $9 million (circa £5.6m).
•
What it’s on?
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Kabbee has apps for iPhone, Android and Blackberry 10, and lets users instantly
compare quotes from 60 leading London fleets and then book and pay by
cash, card or pre-paid account.
•
It launched in June 2011 and claims over 250,000 app downloads to date.
•
USP FEATURES:
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None.
106. Let’s use JusTaxi again as someone
here needs to do this research as well.
Minicabster
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Minicabster, which currently operates in London, Manchester and
Birmingham, has raised £2 million in funding from a number of angel investors.
•
What it’s on?
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Minicabster has apps for iOS and Android, and claims 200,000 “users”.
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USP FEATURES:
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Uses the weather API to good effect.
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Founded two years ago, both start-ups are applying the Just-Eat model to the
minicab space, while issues over trust and safety are also shared. The below has a
different take on the market place (and I would imagine is a website…)
107. It goes on…
• UbiCabs
• Ubicabs compares taxi fares instantly just in a few clicks, fixed price
fares, operating in
London, Glasgow, Cardiff, Manchester, leeds, Birmingham however they
are mainly operating in the airport areas.
• Statistics show they have 10k-50k downloads.
• USP FEATURES
• Instantly compares 100 taxi firms provides fixed fare to customers
• Also provides a service for taxi firms to have their own personalised app
• Compare taxi firms on service levels via a taxi rating
119. How much do you really need?
Can you test some assumptions 1st?
The more you test – the more money you can ask for.
Based on the market knowledge you have gained!
123. What do you do if you don’t sell
anything but space / connections.
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What I mean by that is you don’t sell anything.
You don’t have a product or a service.
What you are creating is the product / service.
It is the platform or the portal.
Often the way with new companies.
One word of warning for ALL start up’s.
Try to productise if you are a service so you can scale.
And if you are a product – try to offer a service to
extend LTV.
Copyright www.greatmarketingworks.co.uk
(c) 2012
124. What kind of numbers do you need to
make money?
• A website my friend
started in 2001.
• 365,315 visits per month
2.2million page views per
month
• Blog Popularity
8,056 visitors per month
• 11,734 page views per
month
Key Site Stats
30573
17580
948
257
185
22
57
358
46
358
2935
171433
members
reviews
club events
club venues
property developments
property developers
estate agents
hotels
serviced apartments
bars
photo galleries
photos added in the last 30 days.
Copyright www.greatmarketingworks.co.uk
(c) 2012
125. How does Alan make his money?
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The website is called: www.Whathappenedlastnight.net
He sells advertising for £100 a month.
His web portal has 43317 tickets on it.
171 videos with 87 DJ mixes
217 restaurants with 7 offers
BUT… he mainly makes his money in in….
The property and hotels section.
• Around 70% of his money comes from that.
Copyright www.greatmarketingworks.co.uk
(c) 2012
126. National example:
• Mumsnet is Britain's busiest website for parents.
• In 2011 the site received 570k site visits and 32m page
views each month, and 1.5m monthly unique users make
approximately 25,000 posts each day.
• Mumsnet Talk: Small Business Ads on the forum - ads
can be placed on the Small Business ads forum for 90
days for a £50 fee
• Local Advertising on Mumsnet: For the rate of £50 for
three months for a square 145 x 145 pixel button with
click-through to your website you can advertise your
business to our members by location.
Copyright www.greatmarketingworks.co.uk
(c) 2012
127. Mumsnet in Numbers
Average
pages
per visit:
15
Over
37 million
page views
each
month
Average
user
session:
15
minutes
2.1 million
unique
visitors
per
month
Over 20,000
25,000+
posts
a day
Source: Google Analytics February 2012
followers on
Twitter
180,000
subscribers to
our weekly
parenting
newsletter
128. Profile of a
Mumsnetter
High
Income
48% have a
household
income of
+£50k
Employed
69% are in
full or
part time
employment
Core
age: 87%
aged
between
25 – 45yrs
Parents
20% have a child
under 12 months
70% have a child
under
the age of 6
Holiday
takers
37% have a child
aged 6 to 12
Over half our
members take
2 or more
holidays/year
15% have a teen
60% have at least two
children
Online
Shoppers
96% shop
online
23% pregnant
or trying to
conceive
Educated
72% have
a degree
and
beyond
Mumsnet Census July 2011
Parents
to be
Early adopters and opinion formers
129. How is Mumsnet used?
•
Mumsnet is the UK’s busiest online social network for parents
78%*
Advice
68%
Information
46%
Recommendations
and reviews
38%
Debate
33%
Support
28%
Friendship/
Company
•
79% of users have bought a product after recommendations on
Mumsnet+
•
80% of users seek advice or read reviews on Mumsnet when they are
planning to buy a child-related product+
•
Over half users check Mumsnet website nearly everyday
* Mumsnet Census July 2011
+ Stats from independent study of online parenting forums for the Arts and Humanities Research Council
130. Mumsnetter Vital Stats
60% have
smartphone
41% read
women’s
magazines
53% read any
broadsheet
¼ buy clothing
online at least
monthly
28% read any
tabloid
61% shop in
Tesco
85% on
Facebook
20% listen to
Radio2
35% on Twitter;
22% Linkedin
Spend 2.8 hrs on
net each day
Mumsnet Census July 2011
54% shop in
Sainsbury’s
23% listen to
Radio4
11% have own
blog
40% say M&S main
place for clothes
for self
34% say Next main
place for clothes
for self
Over 1/10 read
red, Good
Housekeeping, Grazia
Spend over £45
per month on
clothing
131. Mumsnet: How much
Advertising Solutions
do they charge?
Advertising on the Home Page
The home page receives 800,000 page impressions a month and has
click thru on average of 0.1 to 0.5%
MPUs
Leaderboard
Advertorial
300 x 250
728 x 90
£22cpm
£17cpm
£15cpm
Advertorial:
Max 45 words of text plus link.
Max image size 100x100.
Run of Site Advertising (ROS)
MPUs
Leaderboard
Advertorial
300 x 250
728 x 90
Advertorial:
Max 60 words of text plus link.
Max image size 100x100.
£15cpm
£10cpm
£10cpm
132. So it’s not easy
• But also not impossible.
• But you have to be realistic.
• If you are creating a portal site i.e. a website without
much of a difference then…
• Mumsnet took 12 years.
• What happened last night took 8 years.
• You might take a lot less – but…
• Think how does my idea / product / service ADD
value? And how much do my customers need that?
Copyright www.greatmarketingworks.co.uk
(c) 2012
133. Ways of generating income:
•
•
•
•
•
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•
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Direct sales.
Online sales.
Telephone sales.
Meetings and consultancy sales.
Subscriptions both b2b and b2c.
Advertising through 3rd parties.
Selling other people’s products / services.
In the end it’s all about the numbers
134. So it’s not easy
• But also not impossible.
• But you have to be realistic.
• If you are creating a portal site i.e. a website without
much of a difference then…
• Mumsnet took 12 years.
• What happened last night took 8 years.
• You might take a lot less.
• Mobile it changing everything with apps etc..
• But…Think how does my idea / product / service ADD
value? And how much do my customers need that?
• And will someone fund me whilst I find out what works?
135. We talked about this guy. Joel.
This idea he had was helped by our
workshop – he then pivoted into Buffer.