using social media to achieve management goals
DESCRIPTION
Emphasizes the need for public enterprises to learn about and use social media to influence the market and engage stakeholders.TRANSCRIPT
@2011 Miller De Wulf Corp.
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
@2011 Miller De Wulf Corp.
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
@2011 Miller De Wulf Corp.
1: Identify your objectives1: Identify your objectives
2011 Social Media Examiner
@2011 Miller De Wulf Corp.
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%
@2011 Miller De Wulf Corp.
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
@2011 Miller De Wulf Corp.
Takeaways… for the price of 1 business cardTakeaways… for the price of 1 business card
Slide Handouts Assessment Spreadsheets
