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Personal Inbound Marketing


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Magnetize your career by using the Internet to create a large digital footprint and expand your professional network.

Magnetize your career by using the Internet to create a large digital footprint and expand your professional network.

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  • Don’t hold questions until end – interactiveHow many sales/marketing?How many business owners?
  • Picture of my xmas present in 1982Taught myself to program, made me an early adopterSignificance: my age group is line of technological demarcation for computers
  • BloggingSocial mediaCollaborative tools
  • Matrix – people exist inside artificial world controlled by machines.Traditional advertising = same thingTelevision, radio, newspapers, magazines
  • How can we do this and why is it possible?The matrix has been unplugged.In addition to old outbound methods not working, major tech shifts opening new possibilities.With new ecosystems come new rules of engagement.Moving outbound strategies to inbound media doesn’t work.
  • Power is shifting from owners to users.Ultimate form of pure democratization – everyone has unlimited choices and a voice.
  • In 1965, Intel co-founder Gordon Moore predicted that the number of transistors on a chip would double every two years.He predicted this would continue for at least 10 years and looks to continue for at least another 5.Result – cost of storage and bandwidth approaching zero.Enables YouTube, Flickr, Twitter, FacebookYouTube – 2 billion videos per day, 24 hours every minuteFlickr – 4 billion imagesTwitter – over 100M registered users and more than 55M tweets per day (3% for Justin Bieber)Facebook – 500M users spend over 700B minutes per month
  • Massive increases in computing power, storage and bandwidth enabled Web 2.0.Shirky – “It’s as if when you bought a book, they threw in the printing press for free.”We’re all producers and consumers now.
  • In a pure democracy, we must gain peoples’ trust.Trust is replacing credibility – credibility can be bought, trust must be earned.Siskel & Ebert worked because people trusted one or the other.
  • New ecosystem brings with it new rules
  • Remember old Rece’s peanut butter cup commercials?Businesses running into same problem today – mixing economic and social norms.When channel is owned by business, economic norms in play & that’s OK.When channel is owned by users, social norms in play & that’s confusing.Example mixed norms – dating.Playing the Internet marketing game today means following a new set of rules.
  • Wired magazine’s “The Web is Dead, Long Live the Internet” articlePure HTTP (web) traffic smaller and smaller proportion of totalReplaced by apps and APIs“walled gardens”Result – search engines less influentialSEM – old currency = links, new currency = people
  • That’s what inbound marketing is all about
  • Create remarkable contentOptimize it for searchPromote through social media (and traditional)Convert visitors to leads and leads to customersAnalyze, rinse and repeat
  • Transcript

    • 1. PersonalInbound Marketing
      by Jon DiPietro
    • 2. Who am I?
    • 3. Digital Citizen
    • 4. Career Path
      Inbound Marketer
      Business Owner
    • 5. The Unknown Professional
    • 6. Digital Footprint
    • 7. Prove it!
    • 8. Traditional Job Seeking
    • 9. Ch-ch-ch-ch-changes
    • 10. Power Shift
    • 11. PowerShift
    • 12. PowerShift
      Web 2.0
    • 13. PowerShift
    • 14. New Rules
    • 15. New Rules
      Mixed Norms
    • 16. Search Evolution
      Search Evolution
    • 17. Jobvite 2011 Social Survey
      Do/will you recruit via social media?
    • 18. Jobvite 2011 Social Survey
      Which social networks?
    • 19. Jobvite 2011 Social Survey
      Search online profiles?
    • 20. Now what?
    • 21. Inbound Marketing
    • 22. Inbound Marketing
      Five Steps
    • 23. Inbound Marketing
      Wits vs. Wallets
    • 24. Step One:Content
    • 25. Step Two:Optimize
      Search Engine Optimization
    • 26. Step Two:Optimize
      Search Engine Optimization
    • 27. Step Three:Promote
      Social Media
    • 28. Step Four:Convert
      Landing Pages
      1) Call to action
      2) Conversion form
    • 29. Step Five:Analyze
      If it can’t be measured,it can’t be managed.
    • 30. Let’s Build It
    • 31. 1) Register Your Name$1/month
      Optional,but highly recommended
    • 32. 2a) Get a Website$5/month
      Option #1
    • 33. 2b) Get a Website
      Option #2
    • 34. 3) Create Your Blog
    • 35. 4) Add Content
      Presentations, videos, pictures, etc…
    • 36. 5a) Brag on LinkedIn
      Trick out your profile
    • 37. 5b) Brag on Twitter
      Learn and connect
    • 38. 5c) Brag on Facebook
      Share news, pictures, and videos
    • 39. 6) Convert Visitors
      Multiple contact points
    • 40. 7) Measure
      Google Analytics
    • 41. Summary
    • 42.
    • 43. Thank You
      “Social Media for Engineers & Scientists”