Ge#ng	  Started,	  Socially	      (social	  media	  marke6ng)                                	  
Who	  is	  this	  Dan	  Kraus	  guy?	            •  25	  year	  sales	  &	  marke6ng	  veteran 	  	                 –  9+	...
Leading	  Results	  Overview	   •  Marke6ng	  services	  firm	  –	  coaching	  and	  consul6ng	  	         »  1:1	  Coachin...
Leading	  Results	  Core	  Marke6ng	  Mantra	   •  Dont	  talk	  about	  the	  products	  you	  sell;	  talk	  about	  the...
“IF	  YOU	  DON’T	  LIKE	  CHANGE,	  YOU’RE	  GOING	  TO	  LIKE	  IRRELEVANCE	  EVEN	  LESS.”	    	   	   	  -­‐	  GEN.	  ...
Marke6ng	  has	  fundamentally	   	  changed!	         From:	  Outbound	                                     To:	  Inbound...
 	  	  Digital	  interac6vity	  	  is	  now	  at	  the	  	  	  	  	  	  center	  of	  	  	  	  	  	  	  	  marke6ng	  
Quick	  Poll	    How	  Many	  of	  you:	    •  Bought	  something	  online	  in	  the	  last	  month?	        »  Read	  a	...
Defini6on	  of	  Marke6ng	  Know	     Like	     Trust	     TRY	     Buy	     Repeat	   Refer	  
Marke6ng	  Fabric	  Needs	  Many	  Threads	    1.    	  Strategy	  before	  tac6cs	    2.    	  Complete	  Marke6ng	  hour...
"Strategy	  without	  tac0cs	  is	  the	  slowest	  route	  to	  victory.	  Tac0cs	  without	  strategy	  is	  the	  noise...
Strategy	  before	  tac6cs	        • 	  Define	  your	  Marke6ng	  Purpose	  	        • 	  Narrow	  your	  focus	        • ...
Define	  your	  Marke6ng	  Purpose	  
Marke6ng	  Purpose	  	   •  Not	  about	  what	  you	  do	  –	  Its	  why	  you	  do	  it	       »  Beyond	  making	  mone...
Narrow	  your	  focus	  
What	  is	  ideal?	     • 	  Values you   •  Profitable   •  Refers
Ideal	  customer	    •  Demographics  •  Psychographics  •  Geographics  •  Behavior
Differen6ate	  and	  Dominate	  
Aprac6on	  through	  Differen6a6on	   •  To	  a	  prospec6ve	  customer,	  it	  is	  not:	       »  Great	  service	       ...
What	  people	  really	  buy?	    •  Your unique product/service  •  Your unique process  •  Your unique experience  •  Yo...
How	  do	  you	  differen6ate	  ?	                                             Yes               Not
Ask	  Your	  Ideal	  Customers…	   •        What	  made	  you	  decide	  to	  hire	  us?	   •        What	  was	  the	  bi...
Why	  does	  it	  maper	    •  Unique	  Difference?	  Ideal	  Customer?	       Marke6ng	  Purpose?	  
3)	  Content	  
Content	  that	  builds	  trust	  and	  educates	    • 	  Educa6onal	    • 	  Reviews	    • 	  Tes6monials	    • 	  FAQs	 ...
Where	  to	  Publish	     • 	  Newslepers	  	     • 	  White	  papers	     • 	  Webinars	     • 	  Blog	     • 	  Social	 ...
4)	  Create	  a	  total	  web	  presence	  	  
General	  Web	  Stats	   •    80%	  of	  all	  Internet	  users	  go	  immediately	  to	  a	  search	  engine	  when	  onl...
Where	  are	  we?	                                                                   New	  research	  shows	              ...
Hub	  and	  Spoke	                                  	  social	  media	  in	  business
Why	  Invest	  the	  Time?	  	                                             Website	                                      3...
Quick	  Poll	    How	  Many	  of	  You?	    •  Use	  FB	  personally?	        »  Have	  a	  FB	  business	  (fan)	  page?	...
Before	  you	  start	  -­‐	  Listen	  
2	  Great	  Listening	  Tools	  
www.Google.com/Alerts	  
hpp://search.twiper.com/advanced	  
Then	  –	  Grab	  Your	  Digital	  Real	  Estate	  
Create	  a	  Google	  personal	  profile	          hpp://www.google.com/profiles	  
Local	  search	  profiles	  • 	  Google	  Maps	  • 	  Yahoo	  Local	  • 	  Bing	  • 	  google.com/lbc	  
Social	  search	  profiles	  • 	  Yelp!	  • 	  CitySearch	  • 	  Insider	  Pages	  
Pick	  your	  key	  sites	  
Blah,	  Blah,	  Blog!	    Blogging	  best	  prac6ces	    •  Read,	  follow,	  listen	  and	  comment	    •  When	  you	  a...
Content	  Sources	   StaIc	  Content	  (eg	  Marke6ng	  Lit,	  Website)	   •  Interview	  your	  customers,	  staff,	  part...
New	  Content	  Crea6on	   •  Share	  the	  burden	   •  Hire	  a	  writer	   •  Create	  Standard	  Copy	  Blocks	       ...
Tweet	  Tweet,	  Tra-­‐la,	  la-­‐la,	  la-­‐la	   Twiper	  is	  like	  text	  messaging	  EXCEPT	   	  	  	  	  Instead	 ...
Who	  do	  I	  follow?	    •  Twellow.com	    •  Mr	  tweet	    •  Just	  Tweet	  It	    •  Tweepsearch.com	    •  search....
What	  do	  I	  Say?	  (tweet)	    •    Content	  Filter	  (retweets)	    •    Your	  new	  content	  (blog,	  other)	    ...
The	  Social	  Notwork	   Facebook	  Best	  Prac6ces	   •  Build	  fan	  page	  	   •  Connect	  with	  current	  customer...
More	  than	  Job	  Hun6ng	   LinkedIN	  Best	  Prac6ces	  	   •  Profile	  –	  links,	  keywords,	  descrip6ve	   •  	  St...
 Video	  -­‐	  Bigger	  Than	  You	  Think	    •  The	  average	  U.S.	  Internet	  user	  watches	  186	  videos	  per	  ...
Video	  is	  moving	  to	  the	  web	  –	  and	  to	  new	  devices	      •  Web	  video	  is	  already	         responsib...
How	  relevant	  is	  Video	  SEO?	    •  About	  30-­‐40%	  of	  video	  views	  are	  the	  result	  of	       search	  ...
7)	  Live	  by	  the	  calendar	  	  
Live	  by	  the	  calendar	     • 	  Quarterly	  themes	  	     • 	  Monthly	  ac6vi6es	     • 	  Weekly	  ac6ons	     • 	...
Integrate	  &	  Amplify	             www.YourCo.com	  
Summary	  • Outbound	  has	  been	  replaced	  by	       Inbound	  • Digital	  Interac6on	  underlies	  everything	  • 	  ...
Result	        Ul6mately,	  an	  effec6ve	  marke6ng	  system	        has	  your	  phone	  ringing	  and	  eliminates	     ...
What	  Next	   •  Marke6ng	  Hour	  Glass	  Audit	       »  You	  complete	  our	  ques6onnaire	       »  We	  spend	  45m...
We	  help	  small	  businesses	  stop	  was6ng	  money	  on	  marke6ng	                       Thank	  You	  &	  QuesIons	 ...
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Getting started socially - SugarCon 2011

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Getting started socially - SugarCon 2011

  1. 1. Ge#ng  Started,  Socially   (social  media  marke6ng)  
  2. 2. Who  is  this  Dan  Kraus  guy?   •  25  year  sales  &  marke6ng  veteran     –  9+  years  with  Great  Plains  SoFware  (‘89-­‐’98)   –  6+  years  with  SAP  (‘03-­‐’09)   –  Allaire   –  Macromedia   –  Infinium  SoFware   –  ADP,  Con6nental  Cable  (Comcast)   •  Founded  3  companies   •  UMASS  Amherst,  Marke6ng  
  3. 3. Leading  Results  Overview   •  Marke6ng  services  firm  –  coaching  and  consul6ng     »  1:1  Coaching,  Group  Coaching   »  Frac6onal  VP  of  Marke6ng   »  Social  Media  Coaching  and  Learning   »  Referral  Marke6ng  Coaching  and  Classes   •  Authorized  Duct  Tape  Marke6ng  coaches   •  Offices  in  Boston  and  Philadelphia   •  Clients  throughout  North  America   •  We  help  our  clients  stop  was6ng  money  on  marke6ng  that   does  not  create  results  
  4. 4. Leading  Results  Core  Marke6ng  Mantra   •  Dont  talk  about  the  products  you  sell;  talk  about  the   problems  you  solve.       •  Then  talk  about  the  remarkably  different  way  that  I   will  experience  working  with  you  as  you  solve  those   problems.     •  Be  sure  you  tell  me  what  I  get;  NOT  what  you  do.     Because  I  dont  have  6me  to  figure  out  if  what  I  need   is  what  you  do.    
  5. 5. “IF  YOU  DON’T  LIKE  CHANGE,  YOU’RE  GOING  TO  LIKE  IRRELEVANCE  EVEN  LESS.”        -­‐  GEN.  ERIC  SHINSEKI    
  6. 6. Marke6ng  has  fundamentally    changed!   From:  Outbound   To:  Inbound   (ProspecIng,  HunIng,  InterrupIng)   (ALracIng,  EducaIng,    “GeNng  Found”)   Print  Ads   Blogs,  e-­‐books,    white  papers   Radio  Ads   Podcasts   Television  Ads   Videos   Tradeshows   Webinars   Cold  Calling   Search  Engine  Op6miza6on   E-­‐mail  Blasts   RSS,  Feeds  
  7. 7.      Digital  interac6vity    is  now  at  the            center  of                marke6ng  
  8. 8. Quick  Poll   How  Many  of  you:   •  Bought  something  online  in  the  last  month?   »  Read  a  review  first?   »  Ask  an  opinion  on  FB  or  other  social  network   »  Read  a  blog  post  about  it   •  Have  a  blog?   »  Have  an  ac6ve  blog?  
  9. 9. Defini6on  of  Marke6ng  Know   Like   Trust   TRY   Buy   Repeat   Refer  
  10. 10. Marke6ng  Fabric  Needs  Many  Threads   1.   Strategy  before  tac6cs   2.   Complete  Marke6ng  hourglass   3.   Publish  educa6onal  content   4.   Create  a  total  web  presence     5.   Inbound  Lead  Genera6on   6.   Selling  is  systema6c  also   7.   Live  by  the  calendar  
  11. 11. "Strategy  without  tac0cs  is  the  slowest  route  to  victory.  Tac0cs  without  strategy  is  the  noise  before  defeat”                          ~  Sun  Tzu.  
  12. 12. Strategy  before  tac6cs   •   Define  your  Marke6ng  Purpose     •   Narrow  your  focus   •   Differen6ate  and  dominate  
  13. 13. Define  your  Marke6ng  Purpose  
  14. 14. Marke6ng  Purpose     •  Not  about  what  you  do  –  Its  why  you  do  it   »  Beyond  making  money   •  Ques6ons  to  Answer:   »  What  value  do  we  always  deliver   »  What  advice  would  you  give  to  someone  looking   to  buy  what  you  sell?   »  How  do  you  want  your  customers  to  describe  you,   your  company,  your  service?  
  15. 15. Narrow  your  focus  
  16. 16. What  is  ideal?   •   Values you •  Profitable •  Refers
  17. 17. Ideal  customer   •  Demographics •  Psychographics •  Geographics •  Behavior
  18. 18. Differen6ate  and  Dominate  
  19. 19. Aprac6on  through  Differen6a6on   •  To  a  prospec6ve  customer,  it  is  not:   »  Great  service   •  They  haven’t  worked  with  you  yet   »  Length  of  6me  in  business   •  But  it  might  be  similar  customers  you’ve  served  over  all   those  years   »  How  well  trained  your  staff  is   •  Cer6fica6ons  &  training  are  the  entry  6cket  
  20. 20. What  people  really  buy?   •  Your unique product/service •  Your unique process •  Your unique experience •  Your unique people •  Your unique guarantee •  Your unique packaging/delivery …..Against a problem Its not about the products you sell, its about the problems you solve!
  21. 21. How  do  you  differen6ate  ?   Yes Not
  22. 22. Ask  Your  Ideal  Customers…   •  What  made  you  decide  to  hire  us?   •  What  was  the  biggest  problem  we  solved?   •  What  that  we  do  is  of  the  most  value?     •  What’s  one  thing  we  do  beper?   •  What  could  we  do  beper?   •  What  would  you  Google?   •  Would  you  refer  us  (and  what  do  you  say)?    ….  Themes  will  emerge  
  23. 23. Why  does  it  maper   •  Unique  Difference?  Ideal  Customer?   Marke6ng  Purpose?  
  24. 24. 3)  Content  
  25. 25. Content  that  builds  trust  and  educates   •   Educa6onal   •   Reviews   •   Tes6monials   •   FAQs   •   Success  stories   •   Perfect  Intro  
  26. 26. Where  to  Publish   •   Newslepers     •   White  papers   •   Webinars   •   Blog   •   Social  Media   •   With  Partners  
  27. 27. 4)  Create  a  total  web  presence    
  28. 28. General  Web  Stats   •  80%  of  all  Internet  users  go  immediately  to  a  search  engine  when  online.     •  30-­‐40%  of  users  click  on  the  first  organic  lis6ng.     •  62%  of  search  users  click  a  link  on  the  first  page  of  search  engine  results.   •  70%  of  searches  are  LONG  TAIL    (very  relevant,  not  high  traffic)   •  Years  to  reach  50  millions  users:  Radio,  38  years;  TV,  13  years;  Internet,  4   years;  iPod,  3  years.  Facebook  added  100  million  users  in  less  than  nine   months;  iPhone  applica6ons  hit  1  billion  in  nine  months.       •  77%  of  search  users  choose  organic  over  paid  lis6ngs  when  searching,  67%   choose  organic  search  when  purchasing.     •  If  Facebook  were  a  country,  it  would  be  the  worlds  fourth  largest,   between  the  United  States  and  Indonesia.  (600m  users)   •  The  fastest  growing  segment  on  Facebook  is  55-­‐  to  65-­‐year-­‐old  females.     •  LinkedIN  -­‐100m  members  (I’m  number  191342)   •  Twiper  –  165m  accounts    +/-­‐  
  29. 29. Where  are  we?   New  research  shows   that  77%  of  US  adults   use  the  Internet  as  an   informa<on  source   •   73%  of  online  users  read  a  blog   when  shopping  locally   •   57%  join  social  networks   for  products  and   •   45%  have  started  a  blog   services.     •   83%  have  viewed  a  video  online                        ~  Kelsey  Group   •   39%  subscribe  to  RSS  feeds   •   36%  think  more  posi6vely  about            companies  that  have  blogs   Source:  Universal  McCann  Wave3  research  into  social  media  
  30. 30. Hub  and  Spoke    social  media  in  business
  31. 31. Why  Invest  the  Time?     Website   3  Connec6ons   Social   Media   Site   Blog   Social   Media   Website   Site   Social   Media   Site   18  Connec6ons   Reviews  
  32. 32. Quick  Poll   How  Many  of  You?   •  Use  FB  personally?   »  Have  a  FB  business  (fan)  page?   •  Have  a  LinkedIN  profile?   »  Have  at  least  10  recommenda6ons?   •  Use  Twiper  today?   »  Tweet  at  least  once  a  day  (not  about  food)  
  33. 33. Before  you  start  -­‐  Listen  
  34. 34. 2  Great  Listening  Tools  
  35. 35. www.Google.com/Alerts  
  36. 36. hpp://search.twiper.com/advanced  
  37. 37. Then  –  Grab  Your  Digital  Real  Estate  
  38. 38. Create  a  Google  personal  profile   hpp://www.google.com/profiles  
  39. 39. Local  search  profiles  •   Google  Maps  •   Yahoo  Local  •   Bing  •   google.com/lbc  
  40. 40. Social  search  profiles  •   Yelp!  •   CitySearch  •   Insider  Pages  
  41. 41. Pick  your  key  sites  
  42. 42. Blah,  Blah,  Blog!   Blogging  best  prac6ces   •  Read,  follow,  listen  and  comment   •  When  you  are  ready  to  write,  write   what  people  search  and  what  you   know   •  Feed  the  spiders  oFen   •  Engage  your  comment  community   •  Amplify  your  message  
  43. 43. Content  Sources   StaIc  Content  (eg  Marke6ng  Lit,  Website)   •  Interview  your  customers,  staff,  partners,  vendors   Dynamic  Content  (blog,  webinars,  newslepers)   •  You  have  to  read  (or  hire  someone  to)   •  Google  Reader  (RSS  Feeds)  to  follow  blogs   •  Google  Alerts  for  updates   •  Your  sales  and  your  support  staffs  –  Q’s  being  asked   •  Partner’s  content  
  44. 44. New  Content  Crea6on   •  Share  the  burden   •  Hire  a  writer   •  Create  Standard  Copy  Blocks   »  For  profiles  &  lis6ngs   »  For  proposals/RFPs   »  For  PR  ac6vi6es   •  Establish  a  da6ng/expira6on  schema  
  45. 45. Tweet  Tweet,  Tra-­‐la,  la-­‐la,  la-­‐la   Twiper  is  like  text  messaging  EXCEPT          Instead  of  you  deciding  who  to  send  the  message   to:      You  broadcast  messages  (Tweet)      We  decide  if  we  want  to  listen  (follow)      P..S.  You  can  also  send  direct  messages,  just  like   regular  tex6ng.  
  46. 46. Who  do  I  follow?   •  Twellow.com   •  Mr  tweet   •  Just  Tweet  It   •  Tweepsearch.com   •  search.twiper  
  47. 47. What  do  I  Say?  (tweet)   •  Content  Filter  (retweets)   •  Your  new  content  (blog,  other)   •  Observa6ons  relevant  to  Ideal  Customer   •  Conversa6onal  comments   •  #  for  conven6ons/mee6ngs/related  tweets   •  It’s  all  indexed  
  48. 48. The  Social  Notwork   Facebook  Best  Prac6ces   •  Build  fan  page     •  Connect  with  current  customers   •  Post  unique  content   •  Repurpose  other  content   •  Be  consistent   •  Use  ads  to  promote  content  
  49. 49. More  than  Job  Hun6ng   LinkedIN  Best  Prac6ces     •  Profile  –  links,  keywords,  descrip6ve   •   Status  updates  (+Twiper)   •   Repurpose  content  –  Slideshare,  YouTube   •   Connect  with  clients  &  prospects     •   Search  for  leads  –  Ideal  Customer  Profile   •   Recommend  clients,  partners   •   Use  Groups   •   Ques6ons  and  Answers  
  50. 50.  Video  -­‐  Bigger  Than  You  Think   •  The  average  U.S.  Internet  user  watches  186  videos  per  month  (May   2010)   •  More  video  is  uploaded  to  YouTube  in  60  days  than  all  TV  networks   created  in  the  past  60  years   »  30  hours  of  new  video  every  minute   •  E-­‐commerce  sites  that  use  videos  sell  up  to  45%  more   •  19%  of  small  business  adver6sers  already  use  online  video  –  up   from  8%  last  year.   •  Forrester:  50x  more  likely  to  be  on  1st  page  of  Google’s  search   results  with  video  
  51. 51. Video  is  moving  to  the  web  –  and  to  new  devices   •  Web  video  is  already   responsible  for  32%  of  Internet   traffic,  growing  to  54%  in  2014.   60+%  annual  growth   •  Web-­‐based  video  is  now   spreading  from  the  browser  to   the  TV  screen  and  mobile   devices   •  Companies  have  to  be  there  to   reach  their  audience   Sta6s6cs  source:  Cisco  
  52. 52. How  relevant  is  Video  SEO?   •  About  30-­‐40%  of  video  views  are  the  result  of   search  queries  (including  Youtube  search).   •  Another  30%  are  the  result  of  social  sharing   on  Facebook,  Twiper,  blogs,  etc.   •  The  rest  gets  discovered  right  on  a  website  or   a  video  playorm  (“stumbled  on”).   •  Caveat:  Numbers  about  this  topics  vary  wildly.    
  53. 53. 7)  Live  by  the  calendar    
  54. 54. Live  by  the  calendar   •   Quarterly  themes     •   Monthly  ac6vi6es   •   Weekly  ac6ons   •   Daily  appointments  
  55. 55. Integrate  &  Amplify   www.YourCo.com  
  56. 56. Summary  • Outbound  has  been  replaced  by   Inbound  • Digital  Interac6on  underlies  everything  •   Have  COMPLETE  sites/profiles    •   Get  familiar  with  video  content  •   Create  a  System  •   Where  to  start?    Content!  
  57. 57. Result   Ul6mately,  an  effec6ve  marke6ng  system   has  your  phone  ringing  and  eliminates   the  need  to  compete  on  price.   Offer  #1   Complete  the  evalua6on,   get  the  slides  
  58. 58. What  Next   •  Marke6ng  Hour  Glass  Audit   »  You  complete  our  ques6onnaire   »  We  spend  45m-­‐60m  with  you  to   review  your  marke6ng  against  the   Marke6ng  Hour  Glass   »  We’ll  provide  you  with  a  blank  copy   of  this  calendar  template   Check  off  the  box  on  the  eval….  
  59. 59. We  help  small  businesses  stop  was6ng  money  on  marke6ng   Thank  You  &  QuesIons   Contact  Us  Web:  www.leadingresults.com  Email:  dkraus@leadingresults.com  Phone:  978-­‐562-­‐4161  Twiper:  @LeadingResults  facebook.comleadingresults  

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