Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Trends with Benefits - Social Media Update 2012

126
views

Published on

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

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

Published in: Business, Technology

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
126
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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.
  • Transcript

    • 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. 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. 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. NSTC VISION To be the leading collaborative fostering technology businesses North of Boston 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. Join the discussion and stay connected with the NSTC and its members. Join our LinkedIn group and Facebook page. 7
    • 7. Partner Organizations 8
    • 8. Platinum Sponsor Mass High Tech 9
    • 9. Platinum Sponsor Pepper Hamilton LLP 10
    • 10. Gold Sponsors 11
    • 11. Welcome Gold Sponsor 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. Today’s Sponsor 14
    • 14. Net Atlantic is a proud sponsor of the NSTC 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. 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. 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. 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. 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. 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. 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. 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. GO F.LIN.T.Y. 28 28
    • 25. ROI? Return On Investment Risk Of Inactivity 29
    • 26. 5 Years: $5-30 B Sales Growth of Physical Goods
    • 27. Whose Responsibility? - Yours - Your Team - Friends & Vendors
    • 28. I hear, and I forget. I see, and I remember. I do, and I understand. - Chinese Proverb
    • 29. Evolve… Dave Armano+
    • 30. Know Your Rig Trust Your Rig
    • 31. Get … and Be:
    • 32. It’s about the Story You Tell 36
    • 33. … 38
    • 34. … … OR DO WE? 39
    • 35. Twitter hashtag: #NSTC328 www. 40
    • 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. 3 Forms of Media: Own Buy Earn 2 Reasons to Participate: Opportunity Obligation 1 Most Important: Content
    • 38. Outbound Marketing Inefficient Interruptions 43 43
    • 39. InBound Marketing Hubspot44
    • 40. 45
    • 41. What are you trying to build, and where? 46
    • 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. 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. 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. Trends Benefits Search LinkedIn Email Twitter Mobile Trends 50
    • 46. Hubspot 2011
    • 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. 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. 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. 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. Social Media = The Internet’s way of driving us all crazy… 56
    • 52. But it’s a great way to reach an extended audience. 57
    • 53. The crazy part is…. 58
    • 54. Me You Friend No two audience members are alike Org Daily Weekly Seldom / never 59
    • 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. 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. 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. Trends Benefits Search LinkedIn Email Twitter Mobile Benefits 64
    • 59. What’s In It for Me? 65
    • 60. Q: What’s In It for You? Consider: The attributes of business now apply to the individual 66
    • 61. Q: What’s In It for You? A: New sources of Capital. 67
    • 62. Q: What’s In It for You? A: New sources of Capital. Relationships 68
    • 63. Q: What’s In It for You? A: New sources of Capital. Relationships Influence 69
    • 64. Q: What’s In It for You? A: New sources of Capital. Money $ Relationships Influence 70
    • 65. Q: What’s In It for You? A: New sources of Capital. Money $ Financial Capital Relationships Influence Social Capital 71
    • 66. Q: How are they interchangeable? Money $ Relationships Influence 72
    • 67. Q: How are they interchangeable? A: Through Value Exchange: Money $ • Trust • Reciprocity • Knowledge • Authority Relationships • Recognition Influence 73
    • 68. Example: Influence as Social Capital Influence Influence = Knowledge + Authority X Reach X Relevance (Value) 74
    • 69. Example: Relationships as Social Capital Relationships Trust + Relationships = Reciprocity X Reach X Relevance (Value) 75
    • 70. Exploit the Gaps 76
    • 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. 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. Social Capital gaps = investment opportunities It don’t mean a thing If you don’t hear “cha-ching” Money $ 79
    • 74. Social Capital gaps = investment opportunities 1. content 3. conversion 2. community 80
    • 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. 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. 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. So, how’s your Social Capital? ? 84
    • 79. What’s that nagging feeling? 85
    • 80. How close are you… 86
    • 81. …to this… 87
    • 82. … or this? 88
    • 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. 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. If the Currency of Social Capital is Action… 91
    • 86. …take action. Climb a social rung each week. Influential Immersed Active Scouting 92
    • 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. 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. 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. 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. Review: Action item 1: Climb a social rung every week Influential Immersed Active Scouting …alongside your audience 97
    • 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. Trends Benefits Search LinkedIn Email Twitter Mobile Search Or: How to get found 99
    • 94. Search marketing is child’s play… Got any Aces? 100
    • 95. Go fish!  101
    • 96. Are virtual trade shows worth it? 102
    • 97. 103
    • 98. #Fail ds A #Fail Ads #Fail #Fail #Fail #Fail 104
    • 99. 105
    • 100. Everything can be tagged. This presentation is. Next slide… 106
    • 101. Everything can be tagged. This presentation is. Tag!  You’re It. 107
    • 102. Summary: •Search is child’s play. So play the games. •Get visible. •Get found. •Get shared. 108 Next up: LinkedIn
    • 103. Trends Benefits Search LinkedIn Email Twitter Mobile 109
    • 104. I (we) “                 ” - Reid Hoffman, Founder 110
    • 105. “All the attributes of business  now apply to the individual”. - Reid Hoffman, Founder 111
    • 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. Q: Who’s there? 113
    • 108. Get LinkedIn helper apps at: 114
    • 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. 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. 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. 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. Trends Benefits Search LinkedIn Email Twitter Mobile Email 120
    • 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. 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. A Report on:   • 500,000 email software product users   • over 100,000,000 emails sent  • Open & Click rates 123
    • 117. Average user  Open: 19.58% Click: 3.81% 124
    • 118. Average user  Pro  user + 24% Open: 19.58% Click: 3.81% Open: 24.22% $ + 82% Click: 6.94% 125
    • 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. 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. 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. 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. Message view 130
    • 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. 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. Trends Benefits Search LinkedIn Email Twitter Mobile 133
    • 127. 134
    • 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. What’s in your Twitter toolbelt? 136
    • 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. I have a sustainability blog titled “Social Climate”, named after my nonprofit, the Social Climate Group. Here it is: 138
    • 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. 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. recent What happened next? Here are a few sips from this “tweetstream” (most recent on top): My Tweet 141
    • 135. My Tweet 142
    • 136. 143
    • 137. 144
    • 138. 145
    • 139. 146
    • 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. 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. 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. 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. 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. Trends Benefits Search LinkedIn Email Twitter Mobile Mobile 152
    • 146. Get Smart SoLoMo
    • 147. U.S. pop. 311M 155
    • 148. It’s a mobile social world… 156
    • 149. It’s a mobile social world… 157
    • 150. It’s a mobile social world… 158
    • 151. It’s a mobile social world… 159
    • 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. 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. 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. 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. Uber-action Item: Align your Social Listening with your Content Marketing… 164
    • 157. …and start surfing your crowd today. 165
    • 158. Trends Benefits Search LinkedIn Email Twitter Mobile Stay social, my friends 166
    • 159. Trends Benefits Search LinkedIn Email Twitter Mobile Thank you! 167
    • 160. Trends Benefits Search LinkedIn Email Twitter Mobile Any Questions? 168
    • 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. EatMedia.com Or Be Eaten
    • 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. What next? 172