Is brand advertising  TOAST?
Reflect on this…
Imagine you run a cruise line.
Industry capacity exceeds demand.
Your prospects are talking about cruising,
comparing ships and prices, and getting advice from others…
in all forms of Social Media.
How do you differentiate your  brand and increase your ROI,
when, for the most part,    a cruise, is a cruise, is a cruise?
Not by selling “brand”…
or quality of service,
activities,
casino gaming,
discovering new places…
engaging with different cultures,
relaxation,
and romantic sunsets,
when your competitors  all offer that too!
Your prospects are comparing prices relative to value more than ever before.
They seek the best experience  at the best price.
And when you claim your brand  is perfect for everyone,
you’re just admitting that you don’t know what matters most to me.
I don’t want to be with “everyone,”
though I wouldn’t mind being with her!
I want to be with other people like me!
So what should you do?
You could target singles or couples…
or families with kids.
Start by listening to the conversation.
Every single online voice counts,  particularly community leaders.
As couples conduct their  cruise research independently,
they connect with others online  to form groups…
configuring their own vacation  with their new online friends…
around common interests,
where lifelong friendships develop,  not around your brand…
but around the  “group’s brand.”
When shared experiences lead to new friendships,
your customers ARE the “brand!”
And repeat business  from the same group occurs…
not so much as a result of their loyalty to  your  brand…
but their loyalty to each other.
Are you ready to stop relying  on broadcasting your message…
and start listening to your prospects where they conduct their research?
On Social Media sites, where all markets are conversations…
she can attract enough  followers on Twitter to fill a ship!
What we did for a Fortune 500 cruise line changed the entire industry.
Are your marketers willing to listen? Let’s have a conversation. Concepts & Images    2009 by Tom Martin   www.MarketInSi...
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Social Media For CEOs

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Social Media Pioneer challenges CEOs to transform their company's marketing culture by listening to prospects online and moving beyond "branding."

AS FOR SEO - We have attained unrivaled success utilizing Slideshare decks for the primary purpose of SEO ranking for highly relevant long-tail search terms. While not an example of our sexiest work, enter either of the following into Google search and note where our "World's Strongest/Cheapest Home Building System" deck ranks for these exceptionally broad queries: STRONGEST BUILDING SYSTEM or CHEAPEST BUILDING SYSTEM (#1 of 72M for the latter query). To view a sexier deck of our creation with a #1 search ranking via a much more narrow keyword query, Google: GROUP CRUISE HQ. For yet another example, see our deck at #1 for the query: SOTHEBY'S LAUDERDALE BEACH

If you're tired of not being found organically via Google search, and find the cost-per-click model unprofitable, drop us a line and let's start a dialogue about how we can script, produce and promote (via our 30,000 Twitter followers) a Slideshare deck packed full of highly-relevant keywords that will cause search engines to stand up and take notice - fast. Tom@NewVentureStrategies.com

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  • New IBM study re: CEOs Getting Social

    http://www.adweek.com/news/technology/ceos-getting-social-ibm-study-140671
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    Your message goes here
  • With the LinkedIn IPO flying high today, and other social media offerings in the pipeline, the time has come for social media to earn its rightful place in the marketing mainstream - starting inside the corporate board rooms. If your social media strategy is secondary, it's time to make it primary. The market will reward you.
       Reply 
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  • Thanks for the favorites, the follows and the compliments on my Market InSite - 'Social Media For CEOs' deck. I look forward to hearing more from each of you, and to creating more slide shows as time and creative inspiration strikes. If you want to learn more about how social media caught on organically a decade ago in the cruise industry, you can read my take on it here: http://newventurestrategies.blogspot.com/ and for a look at the testimonials of those I have actually consulted with, go here: http://newventurestrategies.com/ and you can follow me on Twitter at VentureStrategy
    Best - Tom Martin - New Venture Strategies
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  • excellent presentation! I also found it via twitter!
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  • Great presentation (found it via twitter)
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Social Media For CEOs

  1. 2. Is brand advertising TOAST?
  2. 3. Reflect on this…
  3. 4. Imagine you run a cruise line.
  4. 5. Industry capacity exceeds demand.
  5. 6. Your prospects are talking about cruising,
  6. 7. comparing ships and prices, and getting advice from others…
  7. 8. in all forms of Social Media.
  8. 9. How do you differentiate your brand and increase your ROI,
  9. 10. when, for the most part, a cruise, is a cruise, is a cruise?
  10. 11. Not by selling “brand”…
  11. 12. or quality of service,
  12. 13. activities,
  13. 14. casino gaming,
  14. 15. discovering new places…
  15. 16. engaging with different cultures,
  16. 17. relaxation,
  17. 18. and romantic sunsets,
  18. 19. when your competitors all offer that too!
  19. 20. Your prospects are comparing prices relative to value more than ever before.
  20. 21. They seek the best experience at the best price.
  21. 22. And when you claim your brand is perfect for everyone,
  22. 23. you’re just admitting that you don’t know what matters most to me.
  23. 24. I don’t want to be with “everyone,”
  24. 25. though I wouldn’t mind being with her!
  25. 26. I want to be with other people like me!
  26. 27. So what should you do?
  27. 28. You could target singles or couples…
  28. 29. or families with kids.
  29. 30. Start by listening to the conversation.
  30. 31. Every single online voice counts, particularly community leaders.
  31. 32. As couples conduct their cruise research independently,
  32. 33. they connect with others online to form groups…
  33. 34. configuring their own vacation with their new online friends…
  34. 35. around common interests,
  35. 36. where lifelong friendships develop, not around your brand…
  36. 37. but around the “group’s brand.”
  37. 38. When shared experiences lead to new friendships,
  38. 39. your customers ARE the “brand!”
  39. 40. And repeat business from the same group occurs…
  40. 41. not so much as a result of their loyalty to your brand…
  41. 42. but their loyalty to each other.
  42. 43. Are you ready to stop relying on broadcasting your message…
  43. 44. and start listening to your prospects where they conduct their research?
  44. 45. On Social Media sites, where all markets are conversations…
  45. 46. she can attract enough followers on Twitter to fill a ship!
  46. 47. What we did for a Fortune 500 cruise line changed the entire industry.
  47. 48. Are your marketers willing to listen? Let’s have a conversation. Concepts & Images  2009 by Tom Martin www.MarketInSite.com

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