Getting started socially - SugarCon 2011

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Getting started with social media. Presented at SugarCRM 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. Why  does  it  maper   •  Unique  Difference?  Ideal  Customer?   Marke6ng  Purpose?  
  14. 14. Define  your  Marke6ng  Purpose  
  15. 15. 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?  
  16. 16. Narrow  your  focus  
  17. 17. What  is  ideal?   •   Values you •  Profitable •  Refers
  18. 18. Ideal  customer   •  Demographics •  Psychographics •  Geographics •  Behavior
  19. 19. Differen6ate  and  Dominate  
  20. 20. 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  
  21. 21. 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!
  22. 22. How  do  you  differen6ate  ?   Yes Not
  23. 23. 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  
  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   (tools)  
  42. 42. Pick  your  key  sites  
  43. 43. 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  
  44. 44. 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  
  45. 45. 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  
  46. 46. 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.  
  47. 47. Who  do  I  follow?   •  Twellow.com   •  Mr  tweet   •  Just  Tweet  It   •  Tweepsearch.com   •  search.twiper  
  48. 48. 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  
  49. 49. 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   •  Keep  visitors  on  Facebook  
  50. 50. 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  
  51. 51.  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  
  52. 52. 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  
  53. 53. 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.    
  54. 54. 7)  Live  by  the  calendar    
  55. 55. Live  by  the  calendar   •   Quarterly  themes     •   Monthly  ac6vi6es   •   Weekly  ac6ons   •   Daily  appointments  
  56. 56. Integrate  &  Amplify   www.YourCo.com  
  57. 57. 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!  
  58. 58. 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  
  59. 59. What  Next   •  Marke6ng  Hour  Glass  Audit   »  You  complete  our  ques6onnaire   »  We  spend  45m-­‐60m  with  you  to   review  your  current  marke6ng   against  a  Marke6ng  Hour  Glass   »  We’ll  provide  you  with  a  blank  copy   of  our  calendar  template   Check  off  the  box  on  the  eval….  
  60. 60. 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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