Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Sequel event:
“North by North Shore”
Sep 12 – all morning at
D...
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Sequel event:
“North by North Shore”
June 13 – all morning at
...
MISSION
To build a strong ecosystem for the success of
technology businesses North of Boston by
facilitating:
Collaborati...
NSTC VISION
To be the leading collaborative fostering
technology businesses North of Boston

5
Volunteer Opportunities
We can’t do it without you
Programs Committee
Membership Committee
Sponsorship Committee
IT Commit...
Join the discussion and stay connected with the
NSTC and its members.
Join our LinkedIn group and Facebook page.

7
Partner Organizations

8
Platinum Sponsor
Mass High Tech

9
Platinum Sponsor

Pepper Hamilton LLP

10
Gold Sponsors

11
Welcome Gold Sponsor

12
Silver Sponsors
Axcelis Technologies, Inc.
Innovent Technologies
Mass Capital Resource Company
Endicott College
Comcast Bu...
Today’s Sponsor

14
Net Atlantic is a proud sponsor
of the NSTC

15
Who is Net Atlantic?
•
•
•
•

We are one of the first Email Service Providers
~2000 customers worldwide
35 employees
Over ...
Why is email so effective?
Email marketing:
• Drives behavior
• Builds brands
• Increases revenue
• Is a highly effective ...
18
Our Difference
• Our advanced technologies allow for high levels of
integration, segmentation, dynamic content creation,
t...
We help you drive results

• The world is constantly changing, and as an agile
company, Net Atlantic has become an integra...
There are some Net Atlantic team members in the audience.
After the event, feel free to ask them questions!
And… Do Not Fo...
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Trends with Benefits
Sequel event:
“North by Nort
h Shore”
Jun...
EatMedia.com
Change is a constant
bordering on chaos
Surround yourself with people that
help you use these forces.
EatMedi...
About
Chief Revenue Office (CRO)
Sales, Marketing, Client Relations, Fanbase building
Digital, Mobile, Social, Events
CRM,...
GO F.LIN.T.Y.

28
28
ROI?
Return On Investment

Risk Of Inactivity

29
5 Years: $5-30 B Sales Growth of Physical Goods
Whose Responsibility?

- Yours
- Your Team
- Friends & Vendors
I hear, and I forget.
I see, and I remember.
I do, and I understand.
- Chinese Proverb
Evolve…

Dave Armano+
Know Your Rig
Trust Your Rig
Get … and Be:
It’s about the Story You Tell

36
…
38
…
… OR DO WE?

39
Twitter hashtag:

#NSTC328

www.

40
Pencils down!
This Playbook will be shared via
Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia.
Every logo, button an...
3 Forms of Media:
Own
Buy
Earn
2 Reasons to Participate:
Opportunity
Obligation
1 Most Important:
Content
Outbound Marketing

Inefficient Interruptions

43
43
InBound Marketing

Hubspot44
45
What are you trying to build, and where?

46
What are you trying to say, and to whom?
Social Media = Generation “C” – connecting, conversing, collaborating
Social Medi...
Content Marketing via Social Channels
Uptake factors
1. Content strategy - how do you want to be known?
2. Data strategy –...
Management

Assets

A Content Marketing Ecosystem
Dynamic
Assembly

Access

Campaign
Management

Reporting &
Measurement

...
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Trends

50
Hubspot 2011
Where are we now? New ways to engage:
Generation “C”
Speed
Auto Rental
Movies
Books
Electronics
Telephones
Music
Real Esta...
Where are we now? New ways to engage:
Generation “C”
Speed
Auto Rental
Movies
Books
Electronics
Telephones
Music
Real Esta...
A few 5-year trends
850 M
eBooks

500 M

2B

150 M
18%
1M
$5 B
10M
Facebook
Users

$100M
Ebay Sales

0

2M

Mashable
Subsc...
A few 5-year trends
850 M
eBooks

500 M

2B

20% of US commerce revenue
150 M
is online – and that’s just Retail
18%

1M
$...
Social Media =
The Internet’s way of
driving us all crazy…

56
But it’s a great way to
reach an extended audience.

57
The crazy part is….

58
Me
You
Friend

No two audience members are alike

Org

Daily

Weekly

Seldom / never

59
First: Assess your social “graph”

You
Aud 1
Org
Aud 2

1000+
1500

450

0

8

0

1700+

390

110

1600

•What are the tre...
Who uses what? How, and
why?

Next: Benefits

Click here for stats on Twitter, Pinterest, Facebook, Google+, Reddit, Digg
...
Summary: Crowd-surf the trends
•Assess the trends
• Do the free R&D: Assess your audience
Who are they? Where are they? Wh...
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Benefits

64
What’s In It for Me?

65
Q: What’s In It for You?
Consider:
The attributes of business
now apply to the individual

66
Q: What’s In It for You?
A:

New sources of Capital.

67
Q: What’s In It for You?
A:

New sources of Capital.
Relationships

68
Q: What’s In It for You?
A:

New sources of Capital.
Relationships

Influence

69
Q: What’s In It for You?
A:

New sources of Capital.
Money

$

Relationships

Influence

70
Q: What’s In It for You?
A:

New sources of Capital.
Money

$
Financial
Capital

Relationships

Influence

Social
Capital
...
Q: How are they interchangeable?

Money

$

Relationships

Influence

72
Q: How are they interchangeable?
A:

Through Value Exchange:

Money

$

• Trust
• Reciprocity
• Knowledge
• Authority

Rel...
Example: Influence as Social Capital
Influence

Influence =

Knowledge
+ Authority

X

Reach

X

Relevance

(Value)
74
Example: Relationships as Social Capital
Relationships

Trust +
Relationships = Reciprocity X

Reach

X

Relevance

(Value...
Exploit
the
Gaps

76
Influence gap = investment opportunity
Knowledge
Authority
(Expertise)
Reach
Relevance

23% say there's not enough Educati...
Relationship gap = investment opportunity
98% ignore ads; 89% buy based on expert &
peer recommendations (IDG Connect)
92%...
Social Capital gaps = investment opportunities
It don’t mean a thing
If you don’t hear “cha-ching”
Money

$
79
Social Capital gaps = investment opportunities

1.
content

3. conversion

2. community

80
Social Capital gaps = investment opportunities

1. engagement
Exchange information
along your buyer’s
journey:
Identity
Pr...
Social Capital gaps = investment opportunities

1. engagement
sample
save
subscribe

2. fulfillment
Meet audience
needs an...
Social Capital gaps = investment opportunities
News • Event
Review • Referral
Website • Blog

1. engagement
sample
save
su...
So, how’s your Social Capital?
?

84
What’s that nagging feeling?

85
How close are you…

86
…to this…

87
… or this?

88
Poll: What’s Your Social Profile?
Creator
Conversationalist
Critic

24%
36%
36%

Collector

23%

Joiner

68%

Spectator

7...
Poll: What’s Your Social Profile?
Creator
Conversationalist
Critic
Collector

24%
47%
36%
77%
36%
60%
23%
50%

Joiner

68%...
If the Currency of Social Capital is Action…

91
…take action. Climb a social rung each week.

Influential

Immersed

Active

Scouting

92
Action item 1: Climb a social rung every week
…alongside your audience
Thinking Like Your Customer - 3 challenges:
1.Expan...
A Good start: a Social Listening Strategy
1.  Find your audiences and communities.  
Who are they? Where are they online?
...
Social Listening Strategy (cont’d)
3.  Learn & follow your keywords and trends.
4. Announce a social business strategy.  
...
FTC requires you to have a Social Media policy
Per FTC Guidelines on Endorsements &
Testimonials, any company spokesperson...
Review:

Action item 1: Climb a social rung every week

Influential

Immersed

Active

Scouting

…alongside your audience
...
Summary
•Invest in Social Capital (Relationships and Influence) 
•Have a Social Listening Strategy 
•Have a Social Media P...
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Search
Or: How to get found

99
Search marketing is child’s play…

Got any Aces?

100
Go fish! 

101
Are virtual trade shows worth it?

102
103
#Fail

ds
A

#Fail

Ads

#Fail
#Fail
#Fail
#Fail
104
105
Everything can be tagged. This presentation is.
Next slide…

106
Everything can be tagged. This presentation is.

Tag!  You’re It.

107
Summary:
•Search is child’s play. So play the games.
•Get visible.
•Get found.
•Get shared.

108
Next up: LinkedIn
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

109
I

(we)
“                 ”
- Reid Hoffman, Founder
110
“All the attributes of business 
now apply to the individual”.
- Reid Hoffman, Founder
111
Q: What’s In It for You?
A:

The 3 main ingredients of growth - 
 
• Broader vision 
• Faster learning 
• Collective intel...
Q:

Who’s there?

113
Get LinkedIn helper apps at:

114
Action item 2: Start a new

habit

Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discu...
Bonus: LinkedIn Power User Cheat Sheet
1.Leverage Groups. You can bypass the connection requirement
and directly message f...
LinkedIn Power User Cheat Sheet (cont’d)
7. Extend the life of your questions. Answers > My Q&A : click on
any quesiton yo...
Review

Action item 2: Start a new

habit

Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to...
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Email

120
How email enhances social media
• Everybody has it  
• It’s a “long format” channel (>140 char.)
• It’s always on
• It’s a...
Gaps (investment opportunities)
• Get targeting right, finally
   know your audience and speak to their pain
• Design for ...
A Report on:
 
• 500,000 email software product users  
• over 100,000,000 emails sent 
• Open & Click rates

123
Average user 

Open:
19.58%

Click:
3.81%

124
Average user 

Pro  user

+ 24%
Open:
19.58%

Click:
3.81%

Open:
24.22%

$

+ 82%
Click:
6.94%

125
Email marketing Pro cheat sheet:
•From:  Sender’s FName, LName, Company 
•Subject:  Front-load  (What’s in it for Me, the ...
Email #FAIL: Let us count the ways…
Cheat Sheet - condensed
To: David
From: Ed | fanfoundry
Subject: 3/28 preso, links, et...
Action Item 3: Treat Email and Websites alike
Cheat Sheet - condensed

To: David
From: Ed | fanfoundry
Subject: 3/28 preso...
Email #FAIL Example 2: actual email sent by an email marketer
Why abbrev.?

Who cares?
WIFM?

What do these mean?

redunda...
Message view

130
Message view
as

customers’
How? Example!
all of me?

You’re

Add link:
“more about BNI”)

<alt> tags
could be more
descri...
Summary: target, share, test
Half of all active mobile phones are smartphones, so:

• Test email like it’s a website
• For...
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

133
134
6 Reasons to love Twitter:
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share ideas and...
What’s in your Twitter toolbelt?

136
ROI Examples:
•Leveraging Twitter for Content Promotion
(client: CommLink Services Inc.)

•Leveraging Press for Lead Gener...
I have a sustainability blog titled “Social Climate”, named
after my nonprofit, the Social Climate Group. Here it is:

138
I also have a Twitter account named SocialClimate, where I
“tweet” my articles about NSTC’s Sustainability SIG (etc.) and
...
Recently, I “tweeted” about my article discussing ways city and
campus buildings could save on grid-energy, HVAC, electric...
recent

What happened next?
Here are a few sips from
this “tweetstream”
(most recent on top):

My Tweet

141
My Tweet

142
143
144
145
146
What happened that first week …
Audience
20 new Twitterati following @SocialClimate onTwitter
17 new Blog subscribers at w...
What happened that first week …

$

ROI
2 Speaking engagements (one volunteer, one paid)
2 Article submissions (paid)
3 in...
Example: Feb 2012 Product announcement from Sustainable
Minds

Audience: Analysts, Bloggers & Journalists – 85 People from...
Twitter Shorthand Across the Ages (LOL)
Abbreviation Gen X/Y translation

Boomer translation

BFF

Best friend forever

Be...
Summary: Embrace your Twitterati.
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share id...
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Mobile

152
Get Smart

SoLoMo
U.S.
pop.
311M

155
It’s a mobile social world…

156
It’s a mobile social world…

157
It’s a mobile social world…

158
It’s a mobile social world…

159
It’s a mobile social world…
Social networking is the fastest growing mobile activity (Comscore)
Smartphones are the “weapo...
The Magnificent 7 of Mobile
1. Anytime - All the time
2. Instant gratification to engage or buy
3. Discovery of users goal...
Action item 5: Optimize for Mobile

From: Ed | fanfoundry
Subject: 3/28 preso, links, etc.
Date: March 28, 2012

David,
I ...
Review:
1. Climb a social rung every week
2. Start a new LinkedIn habit
3. Treat email like websites (test)
4. Embrace you...
Uber-action Item:

Align your Social Listening
with your
Content Marketing…

164
…and start surfing your crowd today.

165
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Stay
social,
my
friends
166
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Thank
you!
167
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Any
Questions?
168
Trends

Benefits

Search

LinkedIn

Email

Twitter

Mobile

Sequel event:
“North by North Shore”
Sep 12 – all morning at
D...
EatMedia.com
Or Be Eaten
About
Chief Revenue Office (CRO)
Sales, Marketing, Client Relations, Fanbase building
Digital, Mobile, Social, Events
CRM,...
What next?

172
Trends with Benefits  - Social Media Update 2012
Trends with Benefits  - Social Media Update 2012
Trends with Benefits  - Social Media Update 2012
Trends with Benefits  - Social Media Update 2012
Trends with Benefits  - Social Media Update 2012
Trends with Benefits  - Social Media Update 2012
Trends with Benefits  - Social Media Update 2012
Trends with Benefits  - Social Media Update 2012
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Trends with Benefits - Social Media Update 2012

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This presentation was co-produced and delivered at a 2012 monthly meeting of the North Shore Technology Council (nstc.org).

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  • Learning objectives:
    Encourage members to get more involved in NSTC’s social media tools:
    LinkedIN
    Twitter
    Coloci
    What will they walk away with?
    What will they know?
    What will they do?
    What will they describe?
  • Prioritize your actions based on the social graph of your audience.
  • Trends with Benefits - Social Media Update 2012

    1. 1. Trends Benefits Search LinkedIn Email Twitter Mobile Sequel event: “North by North Shore” Sep 12 – all morning at DYC. Deep dive! Learn live! Subscribe at Trends with Benefits http://northbynorthshore.com to get timely updates, early discounts, planning tools, registration details etc. – when they happen! Social Media 2012 Playbook March 28, 2012 Order the .pdf version with menu, links & icons activated (click here) 1
    2. 2. Trends Benefits Search LinkedIn Email Twitter Mobile Sequel event: “North by North Shore” June 13 – all morning at DYC. Deep dive! Learn live! Subscribe at Trends with Benefits http://northbynorthshore.com to get timely updates, early discounts, planning tools, registration details etc. – when they happen! Social Media 2012 Playbook March 28, 2010 Contents: Order the .pdf version with menu, links & icons activated (click here) Slide 3 – About North Shore Technology Council Slide 14 – About today’s sponsor, Net Atlantic ….. Slide 22 – Playbook Start Page ………………….. 2
    3. 3. MISSION To build a strong ecosystem for the success of technology businesses North of Boston by facilitating: Collaboration Networking Professional growth Economic development 4
    4. 4. NSTC VISION To be the leading collaborative fostering technology businesses North of Boston 5
    5. 5. Volunteer Opportunities We can’t do it without you Programs Committee Membership Committee Sponsorship Committee IT Committee Marketing Communications Committee Biomedical Technology Section Sustainability Forum Women’s Initiative 6
    6. 6. Join the discussion and stay connected with the NSTC and its members. Join our LinkedIn group and Facebook page. 7
    7. 7. Partner Organizations 8
    8. 8. Platinum Sponsor Mass High Tech 9
    9. 9. Platinum Sponsor Pepper Hamilton LLP 10
    10. 10. Gold Sponsors 11
    11. 11. Welcome Gold Sponsor 12
    12. 12. Silver Sponsors Axcelis Technologies, Inc. Innovent Technologies Mass Capital Resource Company Endicott College Comcast Business Class The Enterprise Center at Salem State The Superior Group The Hanover Insurance Group BerryDunn 13
    13. 13. Today’s Sponsor 14
    14. 14. Net Atlantic is a proud sponsor of the NSTC 15
    15. 15. Who is Net Atlantic? • • • • We are one of the first Email Service Providers ~2000 customers worldwide 35 employees Over 6 billion emails sent last year • On track to send over 8 billion this year! • Located in downtown Salem, Mass 16
    16. 16. Why is email so effective? Email marketing: • Drives behavior • Builds brands • Increases revenue • Is a highly effective “push” technology • Is a key piece of your complete Marketing strategy 17
    17. 17. 18
    18. 18. Our Difference • Our advanced technologies allow for high levels of integration, segmentation, dynamic content creation, triggered and sequential messaging, multi-channel messaging, and more • We are a key partner to help you succeed online • We’re not just an Email Service Provider; We are an extension of your Marketing Team 19
    19. 19. We help you drive results • The world is constantly changing, and as an agile company, Net Atlantic has become an integrated multichannel engine (Email Marketing, Social Media, Content Creation) 20
    20. 20. There are some Net Atlantic team members in the audience. After the event, feel free to ask them questions! And… Do Not Forgot To Make It Social! 21
    21. 21. Trends Benefits Search LinkedIn Email Twitter Mobile Trends with Benefits Sequel event: “North by Nort h Shore” June 13 – all mo rning at DYC. Deep dive ! Learn live! Sign up at http://northbyno rthshore.com To get timely up dates, discounts, plann ing tools, registration deta ils etc. updates as they occur! 22
    22. 22. EatMedia.com Change is a constant bordering on chaos Surround yourself with people that help you use these forces. EatMedia or be Eaten 23
    23. 23. About Chief Revenue Office (CRO) Sales, Marketing, Client Relations, Fanbase building Digital, Mobile, Social, Events CRM, Marketing Automation, Analytics Content Development User Experience design 24
    24. 24. GO F.LIN.T.Y. 28 28
    25. 25. ROI? Return On Investment Risk Of Inactivity 29
    26. 26. 5 Years: $5-30 B Sales Growth of Physical Goods
    27. 27. Whose Responsibility? - Yours - Your Team - Friends & Vendors
    28. 28. I hear, and I forget. I see, and I remember. I do, and I understand. - Chinese Proverb
    29. 29. Evolve… Dave Armano+
    30. 30. Know Your Rig Trust Your Rig
    31. 31. Get … and Be:
    32. 32. It’s about the Story You Tell 36
    33. 33. … 38
    34. 34. … … OR DO WE? 39
    35. 35. Twitter hashtag: #NSTC328 www. 40
    36. 36. Pencils down! This Playbook will be shared via Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia. Every logo, button and frame here is a live link. Today we will focus on a few key highlights. How deep you dive later is up to you. 41
    37. 37. 3 Forms of Media: Own Buy Earn 2 Reasons to Participate: Opportunity Obligation 1 Most Important: Content
    38. 38. Outbound Marketing Inefficient Interruptions 43 43
    39. 39. InBound Marketing Hubspot44
    40. 40. 45
    41. 41. What are you trying to build, and where? 46
    42. 42. What are you trying to say, and to whom? Social Media = Generation “C” – connecting, conversing, collaborating Social Media Marketing = telling your story in a compelling, conversational way – part of a broader Content Marketing strategy. 1. Business challenges • content strategy • content creation • audience discovery • audience engagement & dialogue • converting audience into customers and fans 2. Audience challenges • irrelevant content • ineffective content • less time and attention 47
    43. 43. Content Marketing via Social Channels Uptake factors 1. Content strategy - how do you want to be known? 2. Data strategy – how will you identify target audiences? 3. Channel strategy - re-usable content “chunks” Ex: white paper > preso > blog > Tweet > video > podcast 4. Audience self-discovery – SEO, targeting, etc. Intake factors 1. Sharing (or “Snaring”) features 2. Landing pages 3. Opt-in and response management 4. Conversation – listening, monitoring and engagement 5. Database management 48
    44. 44. Management Assets A Content Marketing Ecosystem Dynamic Assembly Access Campaign Management Reporting & Measurement Production Online Marketing Distribution •Email Marketing •Microsites •Forms/Surveys On-demand Print Studio Sales Enablement Tools •Commerce / Storefront •Inventory / Budget Mgt •Multi-Vendor Mgt •Brochure Builder •Presentation Center •Education Center Today’s focus Engagement Social Mobile E-mail Print Web Video User - Generated Content (UGC) 49 Next up: Trends
    45. 45. Trends Benefits Search LinkedIn Email Twitter Mobile Trends 50
    46. 46. Hubspot 2011
    47. 47. Where are we now? New ways to engage: Generation “C” Speed Auto Rental Movies Books Electronics Telephones Music Real Estate Search Business News Jobs Business Forum Social Forum Opinion Forum Last Decade Last Century Light beam Cycle time (HDD) Electron RelayRides, Zipcar Enterprise Rent-a-Car Taxi Red Box, NetFlix Comcast Blockbuster Amazon, eBooks Borders Public Library NewEgg.com Dell.com, Best Buy Circuit City Samsung, Apple (4G) RIM & Motorola Ma Bell Spotify iTunes Tower Records Zillow Realtor.com Newspaper Summly, Quora Google, Wikipedia Encyclopedia Brittanica Xfinity, Mashable Cable TV / WSJ .com Network TV / Newspaper LinkedIn LinkedIn, Virtual Trade Show Facebook, Pinterest Twitter, Polldaddy, LinkedIn Monster.com LinkedIn, Virtual Trade Show Friendster Newspaper Tripod, Lycos Forums & focus groups Mail surveys Trade Show 52
    48. 48. Where are we now? New ways to engage: Generation “C” Speed Auto Rental Movies Books Electronics Telephones Music Real Estate Search Business News Jobs Business Forum Social Forum Opinion Forum Last Decade Last Century Light beam Electron Plane RelayRides, Zipcar Enterprise Rent-a-Car Taxi Red Box, NetFlix Amazon, eBooks NewEgg.com Samsung, Apple (4G) Spotify Zillow Summly, Quora Xfinity, Mashable LinkedIn LinkedIn, Virtual Trade Show Facebook, Pinterest Twitter, Polldaddy, LinkedIn Digital Darwinism Comcast (def.): Borders Dell.com, Best Buy Blockbuster Public Library Circuit City RIM & Motorola Ma Bell When Technology Tower Records and SoiTunes ciety Realtor.com Newspaper change faster than Google, Wikipedia Encyclopedia Brittanica peoCable’s abil.comto Network TV / Newspaper ple TV, WSJ ity adapt. Monster.com Newspaper LinkedIn, Virtual Trade Show Friendster Tripod, Lycos Forums & focus groups Mail surveys Trade Show 53
    49. 49. A few 5-year trends 850 M eBooks 500 M 2B 150 M 18% 1M $5 B 10M Facebook Users $100M Ebay Sales 0 2M Mashable Subscribers 0 500M Ebooks Music (% of all Downloads sales) 10 K Mobile Apps 30 M LinkedIn Users 10M Twitter Users 54
    50. 50. A few 5-year trends 850 M eBooks 500 M 2B 20% of US commerce revenue 150 M is online – and that’s just Retail 18% 1M $5 B 10M Facebook Users $100M Ebay Sales 0 2M Mashable Subscribers 0 500M Ebooks Music (% of all Downloads sales) 10 K Mobile Apps 30 M LinkedIn Users 10M Twitter Users 55
    51. 51. Social Media = The Internet’s way of driving us all crazy… 56
    52. 52. But it’s a great way to reach an extended audience. 57
    53. 53. The crazy part is…. 58
    54. 54. Me You Friend No two audience members are alike Org Daily Weekly Seldom / never 59
    55. 55. First: Assess your social “graph” You Aud 1 Org Aud 2 1000+ 1500 450 0 8 0 1700+ 390 110 1600 •What are the trends? •Who are your audiences? Where do they socialize? •Who is Scouting? Active? Immersed? Influential? •How connected and influential are you? Who uses what? How, and why? 60
    56. 56. Who uses what? How, and why? Next: Benefits Click here for stats on Twitter, Pinterest, Facebook, Google+, Reddit, Digg 61 (search Mashable.com for “Social Media Demographics”
    57. 57. Summary: Crowd-surf the trends •Assess the trends • Do the free R&D: Assess your audience Who are they? Where are they? Who is influential? • Assess your own social graph • Align your content & presence to your audiences 63
    58. 58. Trends Benefits Search LinkedIn Email Twitter Mobile Benefits 64
    59. 59. What’s In It for Me? 65
    60. 60. Q: What’s In It for You? Consider: The attributes of business now apply to the individual 66
    61. 61. Q: What’s In It for You? A: New sources of Capital. 67
    62. 62. Q: What’s In It for You? A: New sources of Capital. Relationships 68
    63. 63. Q: What’s In It for You? A: New sources of Capital. Relationships Influence 69
    64. 64. Q: What’s In It for You? A: New sources of Capital. Money $ Relationships Influence 70
    65. 65. Q: What’s In It for You? A: New sources of Capital. Money $ Financial Capital Relationships Influence Social Capital 71
    66. 66. Q: How are they interchangeable? Money $ Relationships Influence 72
    67. 67. Q: How are they interchangeable? A: Through Value Exchange: Money $ • Trust • Reciprocity • Knowledge • Authority Relationships • Recognition Influence 73
    68. 68. Example: Influence as Social Capital Influence Influence = Knowledge + Authority X Reach X Relevance (Value) 74
    69. 69. Example: Relationships as Social Capital Relationships Trust + Relationships = Reciprocity X Reach X Relevance (Value) 75
    70. 70. Exploit the Gaps 76
    71. 71. Influence gap = investment opportunity Knowledge Authority (Expertise) Reach Relevance 23% say there's not enough Educational info (IDG Connect) 48% said if the quality of thought leadership improved, it would influence their purchase decision. (ITSMA) 43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research) 39% say this key element is missing (IDG Connect) 77
    72. 72. Relationship gap = investment opportunity 98% ignore ads; 89% buy based on expert & peer recommendations (IDG Connect) 92% willingly exchange personal data for Reciprocity benefits - service, convenience, etc. (IDG Connect) Trust Reach Relevance 43% of marketers say customers view their content as disjointed or hit and miss. (Forrester Research) 39% say this key element is missing (IDG Connect) 78
    73. 73. Social Capital gaps = investment opportunities It don’t mean a thing If you don’t hear “cha-ching” Money $ 79
    74. 74. Social Capital gaps = investment opportunities 1. content 3. conversion 2. community 80
    75. 75. Social Capital gaps = investment opportunities 1. engagement Exchange information along your buyer’s journey: Identity Preferences Requirements q re r ui em ts en 1. content 3. conversion ide nt it y 2. community preferences 81
    76. 76. Social Capital gaps = investment opportunities 1. engagement sample save subscribe 2. fulfillment Meet audience needs and interests with useful content and a Call to Action (CTA) CTA q re r ui em ts en 1. content 3. conversion convert transact refer CTA* ide nt it y 2. community ask share compare preferences CTA 82
    77. 77. Social Capital gaps = investment opportunities News • Event Review • Referral Website • Blog 1. engagement sample save subscribe 2. fulfillment 3. relevance Be relevant! CTA Event • Reward Survey • Partner Proposal • Report Dashboard q re r ui em ts en convert transact refer ide 1. content 3. conversion CTA* nt it y 2. community ask share compare preferences CTA Demo Presentation Conversation Q&A 83
    78. 78. So, how’s your Social Capital? ? 84
    79. 79. What’s that nagging feeling? 85
    80. 80. How close are you… 86
    81. 81. …to this… 87
    82. 82. … or this? 88
    83. 83. Poll: What’s Your Social Profile? Creator Conversationalist Critic 24% 36% 36% Collector 23% Joiner 68% Spectator 73% Inactive 14% Source: Forrester Research http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/ 89
    84. 84. Poll: What’s Your Social Profile? Creator Conversationalist Critic Collector 24% 47% 36% 77% 36% 60% 23% 50% Joiner 68% 90% Spectator Inactive Source: Forrester Research 73% 93% 14% 0% = World = NSTC http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/ 90
    85. 85. If the Currency of Social Capital is Action… 91
    86. 86. …take action. Climb a social rung each week. Influential Immersed Active Scouting 92
    87. 87. Action item 1: Climb a social rung every week …alongside your audience Thinking Like Your Customer - 3 challenges: 1.Expanding competition - you’re competing with everyone 2.Evolving customers – multi-channel, higher stakes (data) 3.The torch has been passed – customers own the bullhorn (Accenture) 93
    88. 88. A Good start: a Social Listening Strategy 1.  Find your audiences and communities.   Who are they? Where are they online? Who is Scouting, Active, Immersed, or Influential? How engaged and influential are you? 2.  Identify the Influencers. Quality trumps quantity.   Social Analytics help you identify which people are sharing content, and their sentiment about it. Explore channels. Mine data. Update your graph. Every Social channel gives you reports. 94
    89. 89. Social Listening Strategy (cont’d) 3.  Learn & follow your keywords and trends. 4. Announce a social business strategy.   What are you passionate / expert about? Why are you there? What are your goals? Relevance - customer service Reputation – public persona Ideas - Brainstorming, crowdsourcing, R&D Commerce - Sales Leads 5.  Harness the data (stats, activity, echo effects) 6.  Frame a Social Media policy for your team…. 95
    90. 90. FTC requires you to have a Social Media policy Per FTC Guidelines on Endorsements & Testimonials, any company spokesperson should: • Reflect their honest beliefs, opinions or experiences • Not make objective claims about a company’s products or services without appropriate authorization • Not constitute defamatory statements • Not violate the privacy of others • Not be offensive, profane, harassing, derogatory or discriminatory • Not infringe on the IP rights of others • Not constitute deceptive or misleading statements about products or services you provide Expectations + framework > open dialogue Word of Mouth Marketing Association (womma.org) 96
    91. 91. Review: Action item 1: Climb a social rung every week Influential Immersed Active Scouting …alongside your audience 97
    92. 92. Summary •Invest in Social Capital (Relationships and Influence)  •Have a Social Listening Strategy  •Have a Social Media Policy •Climb a Social rung each week  •Set expectations, provide framework, open dialogue 98 Next up: Search
    93. 93. Trends Benefits Search LinkedIn Email Twitter Mobile Search Or: How to get found 99
    94. 94. Search marketing is child’s play… Got any Aces? 100
    95. 95. Go fish!  101
    96. 96. Are virtual trade shows worth it? 102
    97. 97. 103
    98. 98. #Fail ds A #Fail Ads #Fail #Fail #Fail #Fail 104
    99. 99. 105
    100. 100. Everything can be tagged. This presentation is. Next slide… 106
    101. 101. Everything can be tagged. This presentation is. Tag!  You’re It. 107
    102. 102. Summary: •Search is child’s play. So play the games. •Get visible. •Get found. •Get shared. 108 Next up: LinkedIn
    103. 103. Trends Benefits Search LinkedIn Email Twitter Mobile 109
    104. 104. I (we) “                 ” - Reid Hoffman, Founder 110
    105. 105. “All the attributes of business  now apply to the individual”. - Reid Hoffman, Founder 111
    106. 106. Q: What’s In It for You? A: The 3 main ingredients of growth -    • Broader vision  • Faster learning  • Collective intelligence Source: HBR 112
    107. 107. Q: Who’s there? 113
    108. 108. Get LinkedIn helper apps at: 114
    109. 109. Action item 2: Start a new habit Publish: share the answers R&D: ask a question Start a Discussion Contribute to a Discussion Get helper apps Join Groups Complete Profile (100%) 116
    110. 110. Bonus: LinkedIn Power User Cheat Sheet 1.Leverage Groups. You can bypass the connection requirement and directly message fellow group members. 2.Search options. Advanced Search: lets you sort results of searches by many handy criteria, such as degree connection, skill tags, etc. 3.Link your Twitter account and share your LI status updates on Twitter and vice versa. 4.Make your LinkedIn profile your resume. Use the Resume Builder tool. Choose a template, edit, and export as a .pdf that you can print, email and share. 5.Video. Add it to your Company page. Company Page > Products > Admin Tools > Add product or service 6.Rearrange your Profile. In Edit mode, hover mouse over Title of each section to activate a 4 - arrow icon, then click and drag that Title and its content. 117
    111. 111. LinkedIn Power User Cheat Sheet (cont’d) 7. Extend the life of your questions. Answers > My Q&A : click on any quesiton you'd like to revive and click "re-open this question to answers". 7 day increments. 8. Share questions or your answers to others' questions. Use the "share this" feature beneath a question. You can then share it via LinkedIn, bookmark it on Delicious, or grab the permalink to share elsewhere. 9. Track Industry news. Use Linkedin Today. Sign up for email summaries, too. 10. Export Connections. Contacts > My Connections > Export Connections 11. Find email contacts. Use the Linked In companion for Firefox. It helps you ID the profiles of people who email you, plus access other LinkedIn features. Get strategy guides at linkedin.com’s Learning Center (“footer” menu) 118
    112. 112. Review Action item 2: Start a new habit Publish: share the answers R&D: ask a question Start a Discussion Contribute to a Discussion Get helper apps Join Groups Complete Profile (100%) 119 Next up: Email
    113. 113. Trends Benefits Search LinkedIn Email Twitter Mobile Email 120
    114. 114. How email enhances social media • Everybody has it   • It’s a “long format” channel (>140 char.) • It’s always on • It’s available everywhere  • It enables sharing across channels & graphs  •It gives you feedback (performance data)  121
    115. 115. Gaps (investment opportunities) • Get targeting right, finally    know your audience and speak to their pain • Design for mobile and sharing (vs. snaring) –     tags, buttons, formatting A/B • Test, test, test - testing is the new proofreading     Treat email and websites alike    Combine & analyze the data to improve  122
    116. 116. A Report on:   • 500,000 email software product users   • over 100,000,000 emails sent  • Open & Click rates 123
    117. 117. Average user  Open: 19.58% Click: 3.81% 124
    118. 118. Average user  Pro  user + 24% Open: 19.58% Click: 3.81% Open: 24.22% $ + 82% Click: 6.94% 125
    119. 119. Email marketing Pro cheat sheet: •From:  Sender’s FName, LName, Company  •Subject:  Front-load  (What’s in it for Me, the recipient) •Testing!  Testing!  A/B test subject, link, graphic, etc. •Text/graphics :  80/20  •<alt> tag your graphics  (“Ed’s pic”, not “8726.jpg”) •Grammar, spelling, punctuation, syntax – check!  •Clear CTA (call to action)  - above and below the fold  •Mobile-friendly – font, link & graphic size / spacing •Social Links – LI, FB, Twitter, etc.  126
    120. 120. Email #FAIL: Let us count the ways… Cheat Sheet - condensed To: David From: Ed | fanfoundry Subject: 3/28 preso, links, etc. Date: March 28, 2012 David, I look forward to meeting all of you at Wednesday’s breakfast on “Trends With Benefits”. Here are the links: •What’s Your Social Profile” (online poll) •NSTC.org event registration page •EatMedia.com event page •Fanfoundry.com event page Header (From, Subject) Text/Graphics <alt> tags Text proofing Call to Action (CTA) Mobile friendly Social links 127
    121. 121. Action Item 3: Treat Email and Websites alike Cheat Sheet - condensed To: David From: Ed | fanfoundry Subject: 3/28 preso, links, etc. Date: March 28, 2012 To: David From: Ed | fanfoundry Subject: 3/28 preso, links, etc. Date: March 28, 2012 David, I look forward to meeting all of you at Wednesday’s breakfast on “Trends With Benefits”. David, I look forward to meeting all of you at Wednesday’s breakfast on “Trends With Benefits”. Here are the links: •What’s Your Social Profile” (online poll) •NSTC.org event registration page •EatMedia.com event page •Fanfoundry.com event page Header (From, Subject) Text/Graphics <alt> tags Text proofing Call to Action (CTA) Mobile friendly Social links Here are the links: •What’s Your Social Profile” (online poll) •NSTC.org event registration page •EatMedia.com event page •Fanfoundry.com event page 128
    122. 122. Email #FAIL Example 2: actual email sent by an email marketer Why abbrev.? Who cares? WIFM? What do these mean? redundant JKL Assoc. | Exciting Development at JKL Associates | Having trouble viewing this email? Click here header Hi Ed feathered Recently Huh? 129
    123. 123. Message view 130
    124. 124. Message view as customers’ How? Example! all of me? You’re Add link: “more about BNI”) <alt> tags could be more descriptive (omit paragraph) Confused: You’ll build me a custom app? If not, LINK to examples so I can imagine the possibilities. Link to examples Make “contact us” a hyperlink 131
    125. 125. Summary: target, share, test Half of all active mobile phones are smartphones, so: • Test email like it’s a website • Format email for the small screen Test, test, test: Header (From, Subject) Text/Graphics <alt> tags Text proofing Call to Action (CTA) Mobile friendly Social links 132 Next up: Twitter
    126. 126. Trends Benefits Search LinkedIn Email Twitter Mobile 133
    127. 127. 134
    128. 128. 6 Reasons to love Twitter: 1. Organize (list) audiences, identify trends 2. Meet new like-minded people 3. Share ideas and opinions freely 4. Collaborate with colleagues 5. Get news firsthand from the news makers (better yet: Be a newsmaker) 6. Accelerate and make money! 135
    129. 129. What’s in your Twitter toolbelt? 136
    130. 130. ROI Examples: •Leveraging Twitter for Content Promotion (client: CommLink Services Inc.) •Leveraging Press for Lead Generation (client: Sustainable Minds) •Event Attendance & Sponsorship (client: Global Strategic Management Institute) •Increase Tourism (client: Tourism Fiji) 137
    131. 131. I have a sustainability blog titled “Social Climate”, named after my nonprofit, the Social Climate Group. Here it is: 138
    132. 132. I also have a Twitter account named SocialClimate, where I “tweet” my articles about NSTC’s Sustainability SIG (etc.) and inform my writing by observing topical trends. 139
    133. 133. Recently, I “tweeted” about my article discussing ways city and campus buildings could save on grid-energy, HVAC, electrical and pollution expense by switching from copper based networks to fiber optics. Here it is: Keywords: earth • social • climate • datacom 140
    134. 134. recent What happened next? Here are a few sips from this “tweetstream” (most recent on top): My Tweet 141
    135. 135. My Tweet 142
    136. 136. 143
    137. 137. 144
    138. 138. 145
    139. 139. 146
    140. 140. What happened that first week … Audience 20 new Twitterati following @SocialClimate onTwitter 17 new Blog subscribers at www.1SocialClimate.com 80 new product inquiries o/b/o my client (cited in article) “Echo” boom 37 “Re-tweets” (“RT”) of my original message 79 Follow Friday (“FF) mentions – Twitterati endorsements 131 other mentions of @SocialClimate 147
    141. 141. What happened that first week … $ ROI 2 Speaking engagements (one volunteer, one paid) 2 Article submissions (paid) 3 inquiries regarding my services - one deal landed (so far) 1 repeat customer 80 hours in fees for 8 hours of work … and counting. 148
    142. 142. Example: Feb 2012 Product announcement from Sustainable Minds Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms TwitterVerse amplifies the message. Here are 2 examples. 1. 2. 149
    143. 143. Twitter Shorthand Across the Ages (LOL) Abbreviation Gen X/Y translation Boomer translation BFF Best friend forever Best friend’s funeral BTW By the way Bring the wheelchair IMHO In my humble opinion Is my hearing aid on? DWI Driving while intoxicated Driving while incontinent FWB Friend with benefits Friend with beta blockers FYI For your information Found your insulin LOL Laughing out loud Living on Lipitor ROFL Rolling on the floor laughing - ROFLCGU Rolling on the floor laughing; can’t get up 150 Next: Mobile
    144. 144. Summary: Embrace your Twitterati. 1. Organize (list) audiences, identify trends 2. Meet new like-minded people 3. Share ideas and opinions 4. Collaborate with colleagues 5. Get news firsthand from the news makers (better yet: Be a newsmaker) 6. Accelerate and make money! 151
    145. 145. Trends Benefits Search LinkedIn Email Twitter Mobile Mobile 152
    146. 146. Get Smart SoLoMo
    147. 147. U.S. pop. 311M 155
    148. 148. It’s a mobile social world… 156
    149. 149. It’s a mobile social world… 157
    150. 150. It’s a mobile social world… 158
    151. 151. It’s a mobile social world… 159
    152. 152. It’s a mobile social world… Social networking is the fastest growing mobile activity (Comscore) Smartphones are the “weapon of choice”, doing the work of: Flip video cameras Digital cameras Video games Regular Cell phones PCs and laptops Household phones Documents Bar code scanners Cashiers PDAs / datebooks Music players GPS / navigation Remote Controls Watches Wallet contents Television Radio …what next? 160
    153. 153. The Magnificent 7 of Mobile 1. Anytime - All the time 2. Instant gratification to engage or buy 3. Discovery of users goals … now 4. Customer service with 1-click-to-call 5. Scan and assess current location 6. Connect with other media 7. Personalized incentives and alerts
    154. 154. Action item 5: Optimize for Mobile From: Ed | fanfoundry Subject: 3/28 preso, links, etc. Date: March 28, 2012 David, I look forward to meeting all of you at Wednesday’s breakfast on “Trends With Benefits”. Here are the links: •What’s Your Social Profile” (online poll) •NSTC.org event registration page •EatMedia.com event page •Fanfoundry.com event page Regards, Ed Share: 162
    155. 155. Review: 1. Climb a social rung every week 2. Start a new LinkedIn habit 3. Treat email like websites (test) 4. Embrace your Twitterati 5. Optimize for Mobile 163
    156. 156. Uber-action Item: Align your Social Listening with your Content Marketing… 164
    157. 157. …and start surfing your crowd today. 165
    158. 158. Trends Benefits Search LinkedIn Email Twitter Mobile Stay social, my friends 166
    159. 159. Trends Benefits Search LinkedIn Email Twitter Mobile Thank you! 167
    160. 160. Trends Benefits Search LinkedIn Email Twitter Mobile Any Questions? 168
    161. 161. Trends Benefits Search LinkedIn Email Twitter Mobile Sequel event: “North by North Shore” Sep 12 – all morning at DYC. Deep dive! Learn live! Subscribe at http://northbynorthshore.com to get timely updates, early discounts, planning tools, registration details etc. – when they happen! Order the .pdf version of this presentation with menu, links & icons activated (click here) 169
    162. 162. EatMedia.com Or Be Eaten
    163. 163. About Chief Revenue Office (CRO) Sales, Marketing, Client Relations, Fanbase building Digital, Mobile, Social, Events CRM, Marketing Automation, Analytics Content Development User Experience design 171
    164. 164. What next? 172
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