using social media to achieve management goals

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Achieving management Achieving management goals using social mediagoals using social media

November 9, 2011

C. Scott Miller, MBA@BIOblogger

Marketing Consultant

@2011 Miller De Wulf Corp.

The future isn’t what it used to be.

The best way to predict your future is to create it.

- Abraham Lincoln

- Yogi Berra

@2011 Miller De Wulf Corp.

OverviewOverview

1. Evolution of networks

2. Rethinking how we communicate

3. Using new networks to stimulate change

4. Getting started

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Evolution of networksEvolution of networks

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““The medium The medium is the message.”is the message.”

Marshall McLuhan1964

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Media evolutionMedia evolution

1400’s - Gutenberg’s press

1900’s – Photo prepress

1970’s - Digital prepress/CPUs

1990’s – Free access TV, PCs & internet

2000’s – Smart devices & social media

Change is accelerating.

Johannes GutenbergTime’s

Man of the Millennium

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Digital networks offer Digital networks offer more personalized contentmore personalized content

Hundreds of television and radio channels

Internet media explosion – websites, blogs, Facebook, LinkedIn, Twitter, emails, e-zines

Interactive laptop/smart phone/mobile pad delivery

Mark Zuckerberg

Now audiences get to choose.

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Viral engagement of users is Viral engagement of users is a powerful, two-edged sworda powerful, two-edged sword

“Egypt’s Facebook revolution”– Consensus can lead to change– Just as easy to organize Luddites

Ignorance is no excuse.

Wael Ghonim

China’s struggle to control messaging– Truth is hard to restrain vs.– Misinformation is hard to dislodge

Ai Wei-Wei

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Voting in the new millennium?Voting in the new millennium?

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Rethinking how we communicateRethinking how we communicate

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Outbound marketingOutbound marketing

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Inbound marketingInbound marketing

BlogSearch Engines Social Networks

Content educate

Find/foundleads

Link & engage stakeholders

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Rethinking marketingRethinking marketing

Outbound Marketing– Pounds messages– Prospects pursued– Buying trust– One-way media– Paid growth– Propagandize

Inbound Marketing– Attracts interest– Prospects come to you– Earns trust– Interactive media– Viral growth– Educate

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Effectiveness comparedEffectiveness compared

Outbound Marketing– 200MM “Do not call”– 91% Email opt-outs– 86% Skip TV ads– 44% Direct mail

never opened

Inbound Marketing– 61% invest more in 2011– 2X budgets in last 2 years– 2/3 say blogs critical– Costs 62% less/lead

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Survey: Cost per lead is below averageSurvey: Cost per lead is below average

Inbound Outbound

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No offense but…No offense but…

“If you have more money than brains, you should focus on outbound marketing.

If you have more brains than money, you should focus on inbound marketing.”

- Guy Kawasaki

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Integration strategy determines successIntegration strategy determines success

Search Engines Social Media

Links

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Tracking and reportingTracking and reporting

Opens & click-throughs

Followers & preferences

Campaign comparisons

List growth & opt-outs

Bounced email addresses

Relevance & Effectiveness:

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Klout measures influenceKlout measures influence

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Using new networks to stimulate changeUsing new networks to stimulate change

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Market growth depends on favorable policiesMarket growth depends on favorable policies

Financing for energy/waste projects rely on 10+ yr. cycle market predictability

Markets rely on policies Policies rely on election

cycles (2-6 years) Elections rely on public

outreach and opinion

We need to create sustainable relationships.

Washington, DC

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Case study: Case study: Broin & AssociatesBroin & Associates

1983 – first family Broin biorefinery

2007 – 20 state-of-the-art corn ethanol biorefineries

Future growth depends on policies & innovation image

Jeff Broin, CEO

becomes Poet, LLCbecomes Poet, LLC

Broin recognizes the value of content

Changed name to POET & expanded marketing strategy

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POET’s social media utilizationPOET’s social media utilization

Blog, Twitter, Facebook, YouTube (“Ask POET” and ads)

2008 - Created ”Growth Energy”, a lobby with Gen. Wesley Clark as Co-Chairman

2008 – Started “Growth Force” a subscriber email service that notifies on ethanol policy issues

Gen. Wesley Clark (ret.)

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POET / Growth Energy POET / Growth Energy accomplishmentsaccomplishments

2009 – POET is world’s largest producer of ethanol w/ 27 biorefineries

2010 – Got EPA to move blend wall to E15

2010 - “Fueling Freedom” plan to substitute flex fuel infrastructure for ethanol subsidies

2010 – Challenged “Indirect land use change” factor being used in California’s Low Carbon Fuel Standard

2011 – Received DOE loan guarantee to build commercial-scale cellulosic ethanol plant for 2013

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Regulations and policies affect state economyRegulations and policies affect state economy

California LCFS, AB 32, RPS, Zero Waste, Cap & Trade:

– Setting national trends

– The most repressive in U.S. for deployments

Tech R&D, investment capital, schools, & feedstock are the most plentiful and diverse

How do we get California moving again?

Sacramento, CA

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Getting startedGetting started

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1: Identify your objectives1: Identify your objectives

2011 Social Media Examiner

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2: Evaluate your current program2: Evaluate your current program

Rank your company objectives

Rank your marketing challenges

Compare your outbound vs. inbound program

How formal is your inbound program?

Strategic19%

Transition47%

Trial34%

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3: Set Measurements and budgets3: Set Measurements and budgets

What and whom do you monitor?

Place values on achieving each objective

Set up measurement analytics

Budget cash flow, NPV, and ROI

Liberal Formal

7%

Conservative Formal

47%

Informal Budget

27%

Time Only 17%

@2011 Miller De Wulf Corp.

ConclusionConclusion

1. Communications channels are evolving rapidly and becoming more interactive

2. Inbound marketing is harnessing this new paradigm and saving companies money

3. We can use these new tools to influence policies that are important for market growth

4. Well thought out social media strategies are good for business

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Takeaways… for the price of 1 business cardTakeaways… for the price of 1 business card

Slide Handouts Assessment Spreadsheets

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Scott Miller, MBAScott Miller, MBAscott@millerdewulf.comscott@millerdewulf.com

@BIOblogger@BIOblogger818.439.0239818.439.0239