making the most of your marketing budget in 2010

2010

!!!!!

It’s time to

Will You Be This?

Or this?

It’s not about this anymore.

It’s about this.

BeforePreach itWe find youWe tell youBrand is what we sayPeople trust companiesLimited access pointsHigh OwnershipControlled messagingRead-only messagingProfessionally created contentIsolatedDirectories (Taxonomy)Shallow immersionModerately technicalMessage Driven

TodayProve itYou find usWe listen and respondBrand is what others experiencePeople trust peopleMultiple access pointsShared OwnershipOrganic DialogParticipative MessagingCrowd-Sourced ContentIntegratedTags (Folksonomy)Rich user experienceHighly TechnicalService Driven

Marketing Has Shifted.

Intuitively, you already know.

ProliferationProliferation

Technology AdoptionTechnology Adoption

Convergence Convergence

Cultural ChangeCultural Change

“apps”

cloud computing

open source

social media

Social media facilitates interconnection, dialog, and relationship building between

people and organizations.

It encourages the distribution of messaging across people groups, networks and devices.

Social media facilitates interconnection, dialog, and relationship building between

people and organizations.

It encourages the distribution of messaging across people groups, networks and devices.

Live Path, 2010

Source: New York Times, 2005

Not just apps but devices...

Source: Fuor Digital Mobile 101 Lunch & Learn The most seen screen

The Most Seen Screen

Americans use social media

Forrester, The Growth Of Social Technology Adoption, 2008

(the 4th most popular activity online, ahead of email)

Nielsen: Global Faces & Networked Places 2009

Source: Inside Facebook, December 2009

(and that’s just active users!)(and that’s just active users!)

(the second most popular search engine)

Stephan Spencer, 2009

(number of photos on (number of photos on flickflickrr TM)TM)

Flickr Blog – October 2009

You May Now Update Your Relationship Status

One thing to remember

One medium of communication has never totally replaced another

One medium of communication has never totally replaced another

Media matures, multiplies &

interconnects.

Media matures, multiplies &

interconnects.

No Food.Lousy Pay.

So, we must

How to Become an SMB Super Hero in 2010

1. Embrace Your Calling2. Abide by a Moral Code 3. Dress to Impress4. Secure Backup5. Establish Mission Control6. Develop Your Super Senses7. Master Some Super Tools8. Respond Rapidly & Efficiently9. Beware of Pitfalls10. Neutralize your Nemeses

1. Embrace Your Calling

It’s not easy

Sometimes lonely

Demands sacrifice

Hard work & lots of it

Requires investment

Worth It

2. Abide by a “Moral Code”

AccessibilityChannelsAvailabilityResponse Time

PoliciesEthicsServiceSocial MediaPrivacyHandling Negative Feedback

CultureSkills GrowthTechnology EducationCustomer Centricity

(Remember, Super Is as Super Does)

CUSTOMER EXPERIENCE

BRAND TIME

3. Dress to Impress

Costume = Packaging & PromiseBrand Identity

Call to Action

Moniker/Icon

Style

Voice

Hero = Company Actions & ServicePolicies

Actions

Service

Behavior

On “True Identity” and Transparency

Transparency is an illusion

Personable, but always professional

Protect your “sensitive underbelly”

Authentic isn’t always good.

Be authentically

4. Secure Backup

Tactical Support

Innovation & Invention

Learning & Education

Trusted Counsel

Technical Knowhow

Tactical Execution

Dirty Work

Watch Out for Snake Oil!

“EXPERT”

It’s all about the follower count.

Just get online and talk about yourself!

This stuff is easy to manage!

Just buy my eBook, “Secrets Unleashed” or

take my certification course

Anyone can do this - with little work or time investment. Our rate is $400

an hour.

Look for Demonstrated Strength

Presence

Dialog

History

Failures

Successes

Network Strength & Influence

“Trench Experience”

“Street Credibility”

Specialty Knowledge

Willingness to share experiences

Client References

5. Establish “Mission Control”

Monitor Your Territory

Receive Communications & Alerts

Measure Risks & Threats

Develop & Launch Action Plans

Incubate Innovation

Learn & Collaborate

Recharge, Recuperate from Injury

Refine / Hone Super Skills

MISSION = PLAN

CONTROL = PROCESS

Not Super

Unclear Direction

Scattered Planning

Poorly Defined Metrics

Ineffective Communication

Plan = Pretty PowerPoint

Death by meeting

Glued to Desktop

Duplicative Work

Reinventing the wheel

Ignorance

Super!

Aligned Executive Champions

Clear Vision & Phased Direction

Strong, Clear Communication

Cross-Organizational Synchronization

Actionable, Measurable Plans

Accessibility & Interconnectivity

Virtual Collaboration

Reusable Content & Templates

Replicable Processes

Learning Culture

Essential!

Allocate physical space and schedule dedicated time that frees you to focus strategically: Reading, learning, testing, researching, measuring and thinking to position yourself proactively – not reactively.

Daily, Weekly, Monthly and Annually!

6. Develop Your “Super Senses”

What unique capabilities/core competencies do you have?Product

Features

Service

Market

Angle

Application/Use

Other

*Hero Type Unique Capabilities Example Hero Brand Example

AMORED Security, Safety, Impenetrability, Protection IRON MAN MASTER LOCK

BRICK / TANK Muscle, Brawn, Power THE HULK POWERBAR

BLASTER Removal of Obstacles, Distance Attack CYCLOPS FORMULA 409

COMBATANT/ATHLETE Agility, Competitive Edge SPIDER MAN NIKE

ELEMENTAL CONTROL Manipulation, Coercion of Elements, Sustainability ICEMAN WHOLE FOODS

GADGETEER Agility, Efficiency, Reach, Enhanced capabilities BATMAN MACINTOSH

GHOST Invisibility, Omniscience INVISIBLE WOMAN NET NANNY

HEALER Heal from injury, Heal Others ELIXER BAND-AID

MAGICIAN Ability to perform miracles DOCTOR STRANGE IPHONE

MARKSMAN Targeting, Aim, Accuracy GREEN ARROW EXACT TARGET

MASTERMIND Smarts, intelligence, planning, wisdom, genius PROFESSOR X MARKETING PROFS

MENCHA/ROBOTIC Automation, Force, Protection, Efficiency MEGAS XLR JOHN DEERE

MENTALIST Forecasting, Empathy, Prophecy RAVEN WEATHER CHANNEL

PARAGON Invulnerability, Strength, Insurmountability SUPERMAN FORT KNOX

RIDER Motility, Transport GHOST RIDER SEQUE

SHAPE SHIFTER Ability to take on foreign qualities WONDER TWINS PARALLELS

SLASHER Ability to cut to the chase, Time savings WOLVERINE ING BANK

SPEEDSTER Blazing speed SPEED RACER FERRARI

SIZE CHANGER Share, Spread, Growth, Shrink to suit needs THE ATOM GEEK SQUAD

TELEPORTER Instant ability to change environments NIGHT CRAWLER CITRIX

*Original Reference: Wikipedia

Embrace what you do

7. Get Some Super Tools

Think of them as strategic extensions of your business, not“Marketing Tools”

Why?

Broaden Your Reach

Improve Performance

Enhance Offerings/Service

Provide New Capabilities

Drive Competitive Edge

Tell a More Powerful Story

Diffuse Direct Attacks

Build Relationships & Leads

Highly Cost Effective

Strategic Extensions of the Biz!Food Trucks Meet Twitter

Best Buy’s Twelpforce19,600 inquiries2,300 agents4/1 positive sentiment

Ramon DeLeonDominoes PizzaMobileWebTwitterFacebookIntegrated intoTraditional mediaChanged theCompany!

Rug & RelicFacebook Page & Ads

First time FB sale 10x higherSentiment, engagement

Global reachLoyal Audience

FB helps them catch a thief!

Bacon SaltFacebook Ads

Fan PageOprah

CDWB2B

Employee DiscountsPartner Program

Important Digital Channels for SMBs in 2010

Web Site (Integrated with social platforms)

Blog Word Press, Posterous

Virtual Communities Facebook, Linked In, Speciality & Other

Micro Blogging Twitter

Experience Review Sites Angie’s List, Yelp.com, Get Satisfaction

Geo-locational “finders” Foursquare, Loopt,

Mobile Make sure your web site is mobile friendly!

A Few Helpful Tools for 2010

Smart Phone iPhone, Droid

Digital Video Camera Flip HD Ultra, Kodak ZI8

Web Conferencing/ Meetings GotoMeeting, GotoWebinar

“Widgets” Survey Monkey, Etc.

“Cloud-Based” Services Flickr, YouTube, Google Docs, Etc.

Social Media Management Google Reader, Tweedeck,

Co-Tweet, Friend or Follow,

Social Mention, Klout and

a host of others too long to

review.

It’s about providing

8. Beware of Pitfalls

Analysis Paralysis

Lack of Strategic Focus

Biting Off More Than You Can Chew

Wheel Spinning

Status Quo Mentality

Ignoring Customer Experience

Customer Experience Pitfalls

Way Finding. Clear the way, light the path, use signage and visual cues to make it easy and intuitive for people to complete needed tasks (find, buy, get help, pay, etc.)

Dead ends. Steer clear of conversations that leave customers with no outlet for resolution or a sense of “unfinished business”

Roadblocks. Clear obstacles from the customer’s path that prevent them from taking the “next step.” Remove barriers to entry, discovery interaction and transaction

Detours. Proactively anticipate, direct and respond to help customers stay the course, and avoid driving them to the competition

Loops. Check the logic of your interaction and dialog sequences - within and across programs. Identify dynamics that have the potential to run customers in circles. Fix problems!

Rough Terrain. Asking too much of customers can establish barriers to entry that negatively impact results. Smooth the path to ensure customers feel like coming back.

Hazardous Drop-offs. Never leave the customer cold or damage relationships with a lack of follow-through. This is especially predominant in the post-service realm.

Merges. It’s important to ensure the relationship between transactions, programs and offerings clearly presented and seamlessly offered across channels.

Access & Exits. Make it intuitive for a customer to find you, access transactional information, products and services. Make it easy for any customer to engage, disengage and reengage with appropriate ease.

9. Neutralize Your Nemeses.

Know Your Enemies

The Enemies WithinApathyChange ResistanceTask-FocusPerpetual Reactive ModeSilo-driven execution“Not My Job” mentality“Inside Out” FocusLack of empowermentLack of ownershipLack of IntegrationLack of executive supportLack of resourcingRampant self interestPoor Behavior

The External EnemiesBrand DetractorsRuthless CompetitorsThe EconomyMisinformationMedia BiasLack of AwarenessBad CounselHackers

10. Respond Rapidly & Efficiently

Proactive, not reactive

Negative feedback = opportunity for gracious response

Based on planning, policies and standards

Based on cross-organizational communication

Don’t get caught in analysis paralysis

You don’t have to be perfect, just honest and fair

Take Care of People & Brand Takes Care of Itself

The One Question to Ask Yourself

Kathy Sierra

PowerPrestigeExclusive AccessFreedomFlexibility

EnergyFocusDriveEscapeWork Space

SimplicityCreativityPowerInteroperabilitySpeedFlow

It’s about making people feel

Which leads to this!

Summary: 2010 is the Year to Focus On

Building New Marketing Muscle

Showcasing Your Super Strengths

Improving & Extending with Super Tools

Empowering Prospects & Customers

Delivering a Super Experience

Ready, Set,

10 Things To Do in the Next Month

1. Buy a Smart Phone and sign up for text and web accessiPhone or Droid, preferable

2. Kill your television and read some Super booksA few recommendations: Groundswell, Reality Check, The New Influencers, The New Rules for Marketing and PR, Trust Agents , Tribes and The Digital Handshake

3. Watch Common Craft’s FREE videos explaining social mediaSocial Media, Social Networking, Bookmarking, RSS, Twitter, Twitter Search, Podcasting and others!

4. Sign up for Google Reader and put RSS to work for you (see above)MPDaily Fix & Fix Author Blogs (like me!), Jeremiah Owyang, David Armano, Tom Peters, Guy Kawasaki, Social Media Today, Mack Collier, Beth Harte, Valeria Maltoni, Church of the Customer, Brian Solis, Jason Falls, Seth Godin, Mashable, Hubspot, WOMMA, Tech Crunch, Inside Facebook and many others you will quickly find.

5. Spend time with your customers and ask some probing questionsHow is the experience we offer? What can be better? Where do you want to see and interact with us? Do you use Twitter, Facebook, You Tube? What Can I Improve?

10 Things To Do in the Next Month

6. Target three experience pitfalls and develop a plan to remedy themE.g. Poor Front-Office Service, Poor Integration between Marketing and Customer Service Team, Service Issues, Accessibility

7. Pick three digital channels or tools you will focus on for 2010 Twitter, Facebook, You Tube, Web ConferencingStart learning about them activelyThink through the implications of participation

8. Sign up for one new channel and start engagingFind some smart people (see RSS list to start!) and look for your target customers!

9. Print out this document and review it again(If nothing else, the action figures are entertaining)

10. Contact me if you get stuck! Google Me! www.livepath.net@livepath on Twitter

2010

WOOT!

Thank You!

Leigh Durst leigh(at)livepath(dot)net

www.LivePath.net@livepath

Ann Handleywww.marketingprofs.com@marketingprofs

www.gotomeeting.com/corpGotomeeting(at)citrixonline(dot)com@gotowebinar

Action figures by Marvel , Mattel and DC Comics

Learn More About the Super Powers of Webinars

Give us a call1-800-372-6207

Send us an email gotomeeting@citrixonline.com

Visit our Websitewww.gotomeeting.com/corp

Connect with us on Twitter@gotowebinar

Give us a call1-800-372-6207

Send us an email gotomeeting@citrixonline.com

Visit our Websitewww.gotomeeting.com/corp

Connect with us on Twitter@gotowebinar