social media matters
TRANSCRIPT
Who is this Dan Kraus guy?
• 25 year sales & marke8ng veteran
• UMASS Amherst, Marke8ng • Founded 3 companies
Outsourced VP Marke8ng 12 companies
Marke8ng coach/consultant 32 companies
Run marke8ng mentoring for over 100 small businesses associated with a major soOware publisher
Leading Results Overview • Marke8ng services firm – coaching and consul8ng
1:1 Coaching, Group Coaching Frac8onal VP of Marke8ng Social Media Coaching and Learning
Referral Marke8ng Coaching and Classes
• Authorized Duct Tape Marke8ng coaches
• Offices in Boston, New York and Philadelphia • Clients throughout North America
• We help our clients stop was8ng money on marke8ng that does not create results
Agenda
• Marke8ng – New Reali8es • Social Marke8ng
What
Why How
• Next Steps
The
reali&es of 21st Century Marke8ng
#1 Marke8ng has fundamentally changed!
From: Outbound (Prospec&ng, Hun&ng, Interrup&ng)
To: Inbound (A>rac&ng, Educa&ng, “GeBng Found”)
Print Ads Blogs, e-‐books, white papers
Radio Ads Podcasts
Television Ads Videos
Tradeshows Webinars
Cold Calling Search Engine Op8miza8on
E-‐mail Blasts RSS, Feeds
#2 There are new tools and you have to use them
#3 Nobody tweets (talks)about boring businesses
#4 Marke8ng is a system (social media is part of it)
Strategy Before Tac8cs
Marke&ng is…
Geeng someone, who has a need, to know, like and trust you….
So that they will try, buy, repeat purchase and refer you and your organiza8on.
4Ps
vs. 7Cs
Content
Context
Connec8on
Community
Contacts
Calendar
Consistency
Strategy Before Tac8cs
Why
What
Who
Your Marke8ng Purpose
• Why are you in Business • Why are clients happy to pay you?
• What is your “Internal Rally Cry”! Why
What is Your Remarkable Difference?
• Why do your customers talk about you? • (Probably not…
Your longevity in business Price)
• Unique Advice? • Great Service?
Ac8on Steps
• Interview 8-‐10 ideal customers • Why did you choose us?
• What do we do that others don’t?
• What that we do is of the most value?
• Why do you refer us?
……What themes emerge?
Who is ideal?
• Profitable • Values you • Refers
Ideal Customer
Within This Context, then Define
• Demographics
• Psychographics • Geographics • Behavior
Social Media
Social Media/Social Marke8ng
• Wikipedia: Social media marke8ng programs usually center on efforts to create content that apracts apen8on and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it is coming from a trusted source, as opposed to the brand or company itself.
• Leading Results: Social Media Marke8ng is about helping someone get to know, like and trust you through their own ini8a8ves as they look for a solu8on to a problem they have.
Digital interac8vity is now at the center of marke8ng
Website or Blog
YouTube
Flickr
Digg Stumble Upon
Twiper
Online PR
Friend Feed
Sta8s8cs (April 2010)
Twiper
• 55% female tweeters, 45% male (Quantcast) • As of January 2010 nearly 75,000,000 users (ComScore)
• Some 50 million tweets a day (Twiper)
• About 20% of users are ac8ve (The metric system)
• 347% jump since a year ago in people accessing the site via mobile browser = 4.7 million (social networking watch)
• More than 400 million ac8ve users • 50% of our ac8ve users log on to Facebook in any given day • More than 35 million users update their status each day • Average user has 130 friends on the site • Average user sends 8 friend requests per month • Average user spends more than 55 minutes per day on
Facebook • There are more than 100 million ac8ve users currently
accessing Facebook through their mobile devices. • People that use Facebook on their mobile devices are twice
more ac8ve on Facebook than non-‐mobile users.
YouTube
• 2nd Largest Search Engine, aOer Google • Surpased Yahoo in August 2008 • U.S. Internet users watched 32.4 billion videos in January 2010 -‐ YouTube.com accounted for nearly 99 percent of all videos viewed (ComScore)
• The site’s traffic is up in the recession • It has over 60 million members as of February 2010 (TechCrunch)
• Adding new members at a rate of about one member per second
• It’s gone from about 3.6 million unique monthly visitors a year ago to 7.7 million today (ComScore)
• When linked in launched in 2003, it took 477 days to reach first million members, the last million only took 12 days. (Oct. 09)
Yelp
• Yelp had 25 million daily unique visits in August 2009
• Over 7 million reviews on the site to date on October 6, 2009. (Yelp)
Why? Get Found
Website
Social Media Site
Social Media Site
Reviews
Social Media Site
Blog
18 Connec8ons
Website
3 Connec8ons
Find Leads
Establish Credibility
Where to Start? Pick Your Tools
Then you need content
Content that builds trust
• Reviews • Tes8monials • Success Stories
Content that educates
• Pictures • FAQs • Anecdotes • ebooks • Ar8cles • Press Releases
It isn’t just about self-‐ promo8on
• Online conversa8ons • Listening • Customer Service
• Spoeng Trends
• Collabora8on
Start opening up new access points
Website or Blog
YouTube
Flickr
Digg Stumble Upon
Twiper
Online PR
Slide Share
Key Sites
• Search – provide answers (linkedIn) • Content Filter (twiper) • Reviews (yelp/Foursquare)
Know
• Web site/blog (Facebook) • Videos (YouTube) • Pictures (Flickr)
Like
• Comments and Guest Blogging • Expert content (Facebook) • Reviews of you and your company
Trust
Try
Buy
Repeat
Refer
The Marke8ng Hourglasssm
© Duct Tape Marke.ng – all rights reserved
Before you start -‐ Listen
4 Great Listening Tools
Delivered To You Recent Comments
www.Google.com/Alerts
hpp://search.twiper.com/advanced
Then – Grab Your Digital Real Estate
Create a Google personal profile
hpp://www.google.com/profiles
Local search profiles
• Google Maps • Yahoo Local • Bing • google.com/lbc
Social search profiles
• Yelp! • CitySearch • Insider Pages
Being ac8ve in the “blog-‐sphere” is a great way to get found
Blogging best prac8ces
• Read, follow, listen and comment • When you are ready to write, write what people search and what you know
• Feed the spiders oOen • Engage your comment community
• Amplify your message
Some basic Facebook stuff
• Profile • Fan Page • Groups • Ads
Create a fan\business page
Facebook best prac8ces
• Build fan page • Connect with current customers • Post unique content • Repurpose other content • Be consistent • Use ads to promote content
Facebook Don’ts • Don’t leave your page empty
Facebook Don’ts • Don’t put pictures up that are not descrip8ve
Create a LinkedIn personal profile
Create a LinkedIN company profile
• Profile – links, keywords, descrip8ve • Status updates (+Twiper) • Repurpose content – Slideshare, YouTube • Connect with clients & prospects • Search for leads – Ideal Customer Profile • Recommend clients, partners • Use Groups • Ques8ons and Answers
LinkedIN Best Prac8ces
Twiper is like text messaging
EXCEPT Instead of you deciding who to send the message to: You broadcast messages (Tweet) We decide if we want to listen (follow)
P..S. You can also send direct messages, just like regular tex8ng.
Who do I follow?
• Twellow.com
• Mr tweet
• Just Tweet It • Tweepsearch.com
• search.twiper
What do I Say? (tweet)
• Content Filter (retweets) • Your new content (blog, other) • Observa8ons relevant to Ideal Customer
• Conversa8onal comments
• # for conven8ons/mee8ngs/related tweets
Taming the beast
Create a rou8ne
• Daily • Weekly • Monthly • Quarterly
Dashboards help you organize
Integrate & Amplify
www.YourCo.com
Summary
• 7 C’s have replaced 4Ps • Outbound has been replaced by Inbound • Digital Interac8on underlies everything • Have COMPLETE sites/profiles • Create a System • Execute and Measure Everywhere
