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Social Media Building The Foundation
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Social Media Building The Foundation

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Before jumping into social media you have to lay a foundation. This helps you understand where you need to start.

Before jumping into social media you have to lay a foundation. This helps you understand where you need to start.

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    • 1. Social Media - Building the foundation Michael Coffey Wednesday, March 25, 2009
    • 2. Todays Outline What’s the Point ? • Increase Profit • Increase Customer Service • Increase Efficiency • What’s the Foundation Look Like? • Your Brand • Your Website • You CRM • What’s the Structure Look Like? • You Website • Your CRM • Wednesday, March 25, 2009
    • 3. HOW DO I DIVE INTO SOCIAL MEDIA? unify efforts sales with little overhead - Suggestions drip marketing What’s the Point ? • efficiency automize 24/7 Increase Profit • Feedback organize Increase Customer Service • Increase Efficiency optimize streamline • Wednesday, March 25, 2009
    • 4. HOW DO I DIVE INTO SOCIAL MEDIA? To even begin this discussion you have unify efforts sales with little overhead - to know the following about your Suggestions drip marketing business. efficiency automize 24/7 Feedback organize - What is your cost per customer Acquisition? - What is your average customer LTV (lifetime value) optimize streamline - What is your Gross profit per customer Wednesday, March 25, 2009
    • 5. Un de r Knowing your Numbers Cost stan d yo for C ur Acqu ustomer isitio n How much do you currently = spend for marketing a month? How many new customers do = you currently get a month? = Your Cost For Customer Acquisition Wednesday, March 25, 2009
    • 6. Knowing your Numbers You currently spend $300 to get 1 new customer You Currently need 10 new customers a month You should be spending at least $3000 a month in sales and marketing Wednesday, March 25, 2009
    • 7. Knowing your Numbers Your customer currently would need to spend $300 to break even Wednesday, March 25, 2009
    • 8. Wh at i Knowing your Numbers f.. You could spend $150 to get 1 new customer You gained 15 new customers a month Your customers still spent $300 a month You should be spending at least $3000 a month in sales and marketing Wednesday, March 25, 2009
    • 9. Wh Knowing your Numbers at i f.. You would be spending $2,250 a month and bringing in $4,500 a month! That would be a 2:1 return Wednesday, March 25, 2009
    • 10. HOW DO I DIVE INTO SOCIAL MEDIA? unify efforts sales with little overhead - Now that you know the following: Suggestions drip marketing efficiency automize 24/7 - What is your cost per customer Acquisition? Feedback organize - What is your average customer LTV (lifetime value) - What is your Gross profit per customer optimize streamline We can start talking about the foundation you need to build Wednesday, March 25, 2009
    • 11. LETS REMEMBER OUR PROCESS Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 12. LETS REMEMBER OUR PROCESS In order for us to Engage our clients we must know what we are going to educate our customers on. Before we educate we need to think about what we want them to do with our education. If we want to know if we are accomplishing our goal, we need to have a plan in place as to how we are going to analyze their actions. Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 13. LETS REMEMBER OUR PROCESS So let’s focus on the your Brand Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 14. YOUR BRAND Know who you are, what you offer, and who you are targeting - What is your niche? - What do you have to offer? - What makes you memorable? - What identifies you? Wednesday, March 25, 2009
    • 15. MY BRAND Here is an example of my brand - With a name like Mike Coffey I have decided to play off coffey and this “Coffee Stain” will be what identifies my involvement in everything I do. You will see this on my blog, website, Twitter, and eventually clothing. Wednesday, March 25, 2009
    • 16. YOUR BRAND Think about your brand and who you are before jumping into the next step. Once you have that identified, your ready to start the development of your site Let’s move on to your site! Wednesday, March 25, 2009
    • 17. YOUR WEBSITE Know the purpose of your site - Are you using your site to focus on Education - Are you using your site to focus on Lead Generation - Are you using your site to focus on both of the above - Are you using your site to focus on simply something you like to look at? Wednesday, March 25, 2009
    • 18. YOUR WEBSITE Know the reason your customers will visit and where you want them to go. Wednesday, March 25, 2009
    • 19. YOUR WEBSITE View your home page as a road map directing your customers on where you would like for them to go. 7 6 1 5 2 3 4 Wednesday, March 25, 2009
    • 20. YOUR WEBSITE 7 6 1 5 2 3 4 This is the beginning of content strategy Wednesday, March 25, 2009
    • 21. YOUR WEBSITE What do you want on 7 your home page? - Clear Navigation 6 - Concise callouts 1 - Contact form - Email subscription - Current offers 5 - Clear presentation of services - Video if relevant 2 3 4 Now your off to building a site Wednesday, March 25, 2009
    • 22. YOUR WEBSITE Other items to think 7 about 6 - Navigation 1 - Copy - Consistency - Imagery 5 2 3 4 Now, your off to building a site Wednesday, March 25, 2009
    • 23. YOUR MARKETING Contacts Website Database Marketing 7 6 1 CRM DataBase 5 2 3 4 Wednesday, March 25, 2009
    • 24. YOUR MARKETING Customers Website Contacts 7 6 1 5 Database Marketing 2 3 4 CRM DataBase Wednesday, March 25, 2009
    • 25. YOUR CUSTOMERS Contacts First you need to start with everyone that could be your potential customer, your contacts. - Contacts in your email account - Chamber members - All the business cards you have collected - People you have worked with in the past - People you went to school with - Family - Everyone you have crossed paths with Wednesday, March 25, 2009
    • 26. YOUR CUSTOMERS Next you take those contacts and clean out your list by providing an opportunity for them to “opt-in” to be a contact of your business. Contacts YES! I am interested @ Wednesday, March 25, 2009
    • 27. YOUR CUSTOMERS Now you have a clean list that have “opted in” and are in your CRM. From this point forward, everyone that you come in contact with will be opted in from the beginning! Database Marketing YES! I am interested CRM DataBase Wednesday, March 25, 2009
    • 28. YOUR DATABASE Your Database needs to be dynamic in todays fast pace world. If you do not have the ability to track your customers decisions, you are wasting your time and money. If customer conversion is your focus, then you Database need a Database that ties in with a CRM tool. Marketing: Infusionsoft Sales: DataBase SalesFource Wednesday, March 25, 2009
    • 29. YOUR MARKETING Marketing Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. CRM Wednesday, March 25, 2009
    • 30. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Wednesday, March 25, 2009
    • 31. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Wednesday, March 25, 2009
    • 32. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Website 1 Wednesday, March 25, 2009
    • 33. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Website Marketing 1 CRM/DB Wednesday, March 25, 2009
    • 34. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Website Marketing Drip Marketing 1 CRM/DB Wednesday, March 25, 2009
    • 35. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 36. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 37. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 38. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 39. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 40. YOUR MARKETING Your CRM tool should be one in the same as your database. If this is true then you will be able to build a marketing system that is both systematized and automated. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 41. Your Drip Marketing Drip Marketing provides you the opportunity to build a automatic process of communication to your customers to increase value, lifetime, and service. Wednesday, March 25, 2009
    • 42. Your Drip Marketing Drip Marketing provides you the opportunity to build a automatic process of communication to your customers to increase value, lifetime, and service. Your Target Market Wednesday, March 25, 2009
    • 43. Your Drip Marketing Drip Marketing provides you the opportunity to build a automatic process of communication to your customers to increase value, lifetime, and service. Your Target Your Potential Market Customers Wednesday, March 25, 2009
    • 44. Your Drip Marketing Drip Marketing provides you the opportunity to build a automatic process of communication to your customers to increase value, lifetime, and service. Your Target Your Your Potential Market Customers Customers Wednesday, March 25, 2009
    • 45. Your Drip Marketing Let’s look at the numbers Wednesday, March 25, 2009
    • 46. Your Drip Marketing Let’s look at the numbers Your Target Market 1000 Wednesday, March 25, 2009
    • 47. Your Drip Marketing Let’s look at the numbers Your Target Your Potential Market Customers 5% 1000 50 Wednesday, March 25, 2009
    • 48. Your Drip Marketing Let’s look at the numbers Your Target Your Your Potential Market Customers Customers 5% 2% 1000 50 1 to 2 Wednesday, March 25, 2009
    • 49. Your Drip Marketing If you don’t have a drip marketing system in place, what are you doing with the 48 Potential Customers that simply didn’t purchase the first time around? Your Potential Your Potential Customers Customers Customers - = Wednesday, March 25, 2009
    • 50. Your Drip Marketing If you don’t have a drip marketing system in place, what are you doing with the 48 Potential Customers that simply didn’t purchase the first time around? Your Potential Your Potential Customers Customers Customers 50 - = Wednesday, March 25, 2009
    • 51. Your Drip Marketing If you don’t have a drip marketing system in place, what are you doing with the 48 Potential Customers that simply didn’t purchase the first time around? Your Potential Your Potential Customers Customers Customers 50 - 1 to 2 = Wednesday, March 25, 2009
    • 52. Your Drip Marketing If you don’t have a drip marketing system in place, what are you doing with the 48 Potential Customers that simply didn’t purchase the first time around? Your Potential Your Potential Customers Customers Customers 50 - 1 to 2 = 48 Wednesday, March 25, 2009
    • 53. Your Drip Marketing If you don’t have a drip marketing system in place, what are you doing with the 48 Potential Customers that simply didn’t purchase the first time around? Your Potential Your Potential Customers Customers Customers 50 - 1 to 2 = 48 Wednesday, March 25, 2009
    • 54. YOUR DRIP MARKETING Let’s remember, a customer comes to your site, fills out a form, calls you, buys something, comments on your blog or signs up for an event. Now what do you do? Wednesday, March 25, 2009
    • 55. YOUR DRIP MARKETING Let’s remember, a customer comes to your site, fills out a form, calls you, buys something, comments on your blog or signs up for an event. Now what do you do? Contact Wednesday, March 25, 2009
    • 56. YOUR DRIP MARKETING Let’s remember, a customer comes to your site, fills out a form, calls you, buys something, comments on your blog or signs up for an event. Now what do you do? Contact Website 1 Wednesday, March 25, 2009
    • 57. YOUR DRIP MARKETING Let’s remember, a customer comes to your site, fills out a form, calls you, buys something, comments on your blog or signs up for an event. Now what do you do? Drip Marketing Contact Website 1 Wednesday, March 25, 2009
    • 58. YOUR DRIP MARKETING Let’s remember, a customer comes to your site, fills out a form, calls you, buys something, comments on your blog or signs up for an event. Now what do you do? Drip Marketing Contact Website 1 @ @ RSVP Phone Wednesday, March 25, 2009
    • 59. YOUR DRIP MARKETING Let’s remember, a customer comes to your site, fills out a form, calls you, buys something, comments on your blog or signs up for an event. Now what do you do? Drip Marketing Contact Website 1 @ @ RSVP Phone Wednesday, March 25, 2009
    • 60. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Wednesday, March 25, 2009
    • 61. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Wednesday, March 25, 2009
    • 62. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website 1 Wednesday, March 25, 2009
    • 63. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website Marketing 1 CRM/DB Wednesday, March 25, 2009
    • 64. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website Marketing Drip Marketing 1 CRM/DB Wednesday, March 25, 2009
    • 65. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 66. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 67. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 68. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 69. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 70. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 71. YOUR MARKETING You now know how to set a foundation that will be able to automate itself so that when you are directing potential customers to your site you will optimize your conversion. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Wednesday, March 25, 2009
    • 72. YOUR MARKETING With your foundation set, your website, CRM, drip marketing, you will be able to convert more, and increase your customers overall lifetime spend. Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 73. YOUR MARKETING With your foundation set, your website, CRM, drip marketing, you will be able to convert more, and increase your customers overall lifetime spend. Contact Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 74. YOUR MARKETING With your foundation set, your website, CRM, drip marketing, you will be able to convert more, and increase your customers overall lifetime spend. Contact Website 1 Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 75. YOUR MARKETING With your foundation set, your website, CRM, drip marketing, you will be able to convert more, and increase your customers overall lifetime spend. Contact Website Marketing 1 CRM/DB Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 76. YOUR MARKETING With your foundation set, your website, CRM, drip marketing, you will be able to convert more, and increase your customers overall lifetime spend. Contact Website Marketing Drip Marketing 1 CRM/DB Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 77. YOUR MARKETING With your foundation set, your website, CRM, drip marketing, you will be able to convert more, and increase your customers overall lifetime spend. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 78. YOUR MARKETING With your foundation set, your website, CRM, drip marketing, you will be able to convert more, and increase your customers overall lifetime spend. Contact Website Marketing Drip Marketing Transaction $ 1 CRM/DB Engage Educate Implement Analyze Optimize Wednesday, March 25, 2009
    • 79. WHAT YOU KNOW Drip Web Social CRM Website Marketing 2.0 Media Wednesday, March 25, 2009
    • 80. WHAT YOU WILL DO Social Web We will use Social Media, driven by Media 2.0 Web 2.0 Technology, to push contacts to your website so that you can turn them into customers through your Drip Marketing. Drip CRM Website Marketing Wednesday, March 25, 2009
    • 81. Thank you for your time! Follow Me @: LinkedIn :http://www.linkedin.com/in/michaelcoffey Facebook: Michael Coffey Twitter: http://twitter.com/coffeyhouse Wednesday, March 25, 2009