Creating Remarkable Social Conversations for Your Connected Customers
Creating RemarkableSocial Conversations for Your Connected Customers<br />Carla Gates<br />firstname.lastname@example.org<br />@CarlaGates247<br />
Something happened to consumers during the past 10 years…<br />1<br />
“FINANCIAL CRISES CREATE PARADIGM SHIFTS”<br />(Rachel Botsman, Collaborative Consumption)<br />“CONSUMERS ARE INCREASINGLY POWERFUL AND UNPREDICTABLE”( John Gerzema, Spend Shift)<br />“Brands, which for so long told their story with the massive voice of one-way advertising, now find consumer conversations about their products are happening in big, public, uncontrolled ways”(Steven Rosenbaum, Curation Nation)<br />2<br />
“FARMERS MARKETS AND FACEBOOK FEED THE SOCIAL SELF WHICH HAS BEEN NUMBED BY AN AGE OF MASSIVE INDIVIDUALISM” (Rachel Botsman, Collaborative Consumption)<br />“your potential customers are educating themselves By researching purchases online before they make them. 3 out of 5 of them are using search engines first”(Ann Handley & CC Chapman, Content Rules)<br />3<br />
What drivers are behind this consumer shift?<br />COST CONCERNS / THE ECONOMY<br />ENVIRONMENTAL CONCERNS / DESIRE TO DO GOOD / BUY GOOD<br />RESURGENCE OF COMMUNITY<br />THE SPEED OF TECHNOLOGY<br />4<br />
“By not competing for attention, you’re absent from the hearts, minds, & buying decisions of your customers” (Brian solis, engage!)<br />ENGAGE YOUR CUSTOMERS AND IGNITE YOUR BUSINESS!<br />5<br />
The proof for Engagement (Social) marketing is in the numbers<br />6<br /> Look how far we’ve come in just 5 years: All ages use social network sites in increasing numbers!<br />
The proof for Engagement marketing is in the numbers<br />7<br />Social media and search are now a significant part of consumers’ purchase decisions.<br />
The proof for Engagement marketing is in the numbers<br />8<br />User Reviews (aka ‘user-generated content’) and Facebook lead to purchase decisions more frequently, with Youtube not far behind.<br />
Just a few more (ok, I love numbers!)…<br /><ul><li>78% of consumers trust peer recommendations, while only 14% trust advertisements [Source: KISSmetrics, 2010]
Websites with blogs get 55% more visitors. [Source: Hubspot, 2011]
Inbound-marketing-focused companies generate leads at a 62% lower cost than companies who focus on outbound marketing. [Source: Hubspot, 2011]
The value of a Facebook “share” = $14; a Facebook “like” = $8; a tweet = $5, and a Twitter “follow” = $2. [Source: Gross revenue per action by ChompOn, 2011]</li></ul>The proof for Engagement marketing is in the numbers<br />9<br />
AND NOW, CONTENT IS KEY TO SEARCH ENGINE FINDABILITY <br />10<br />FOR IMMEDIATE RELEASE <br />GOOGLE ANNOUNCES UPDATE IN SEARCH ALGORITHM<br />Rank Doesn't Matter; Reach Matters<br />(Mountain View, CA, January, 2011) With the latest release from Google, rank officially died as a metric to obsess over. It no longer matters if you rank in the top slot for a certain keyword, because Google is quickly scaling personalized and social search. This means a big part of getting traffic from search engines now is distributing great content through social media channels. Google is building off our inclination to trust a recommendation from our connections far more than that of Google search bots.<br />
Create a community.<br />Everybody wants a tribe. <br />The most successful email subject line EVER written (95% open rate)?“You are not alone.”<br />11<br />
OK. I get it.So, exactly how do I do it?<br />13<br />
creating (or curating) and giving away original media content that doesn’t look like advertising but functions like advertising.<br />14<br />[Def.] Content Marketing aka Inbound Marketing aka Social Marketing<br />
Blog, tweet, facebook (yes, its now a verb), write customer success stories, white papers, ebooks, “behind-the-scene” interviews, surveys, backstories, email, newsletters, produce videos, webinars, podcasts, and livecasts. <br />15<br />
Why are you doing this? (e.g., awareness, sales, loyalty?) Its best to focus on one.</li></ul>Develop a social marketing strategy<br />24<br />Want help with this? Email me at email@example.com.<br />
For heaven sake, write compelling headlines. No, “check out my new blog post!”. It all about driving action in a few words.
Two tools you MUST use: URL shorteners and great photos.</li></ul>Want more tips? I have tons of frame-breaking ideas to get your social marketing efforts buzzing. Email me at firstname.lastname@example.org.<br />CARLA’S FAVORITE tips FOR SOCIAL MARKETING<br />28<br />
• Write remarkable, head-snapping stories to create, enhance, and sell your brand.<br />• Create SEO-optimized content for all your inbound marketing and social media efforts.<br />• Write email campaigns, landing page content, blog posts, and press releases to generate or nurture your leads.<br />• Produce webinars, livecasts, and other events to gain maximum exposure for your brand.<br /><ul><li> Email me today at email@example.com.</li></ul>So, What can I do for you?<br />30<br />
As Director of Online Marketing and Social Media at Glance Networks:<br /><ul><li> Launched Glance’s presence on Twitter and Facebook, and built followers 1000% and 200%, respectively, in 12 months, through compelling content creation.
Launched Glance’s blog and grew average daily blog visitors 300% in 12 months.
Created 16 viral videos and product demos, the most popular of which achieved 7,300 views on YouTube.
Interviewed customers and wrote 8 new customer success storiesfor lead generation.
Researched and wrote 5new white papersforlead generation.</li></ul>As VP of Online Marketing at Citizens Bank:<br /><ul><li> Built Citizens Bank’s email marketing program from scratch, marketing relevant content to 1.5 million customers monthly; Benchmark-beating results include 45% open rate, 25% click-through rate, and 0.1% opt-out rate.
Successfully launched corporate Web site, www.citizensbank.com, transforming a formerly information-only site into a results-driven, ecommerce site, receiving 1 million unique visitors and over 10,000 online account applications per month. </li></ul>If you like these kinds of traditional business resumes, awash in detail and data, you’ll want to read more at linkedin.com/in/carlagates.<br />why me?<br />32<br />
33<br />Marketing<br />Your Business<br />Sales<br />THE THEORY OF EFFECTIVE FREQUENCY:<br />Consumers need to hear/see things 3 to 5 times for it to affect a behavior change. (Krugman, Naples, et al)<br />Oh, and how about THAT BUSINESS name? <br />
LEARN MORE ABOUT CREATING REMARKABLE CONVERSATIONS FOR YOUR CONNECTED CUSTOMERS AT 3TO5MARKETING.COM<br />FOLLOW ME ON TWITTER @CARLAGATES247<br />Ladies and Gentlemen, Start your conversations!<br />34<br />