Five communication realities shaping 2012

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This presentation future tracks your business. Whether you’re conversing with employees, wooing a banker or filling an order from a customer, you’re communicating. Could you do better? See how you rate on these five points. Your profits may depend on it.

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  • We used to call it advertising: direct marketing, cold calling, newspapers, tv…it’s all outbound marketing
  • How people communicate todayHubspot: 46% of daily searches are for info on products or services78% of internet users conduct product research onlineEduco Park in a YouTube video tells us the Top 10 in-demand jobs for 2010 didn’t exist in 200450% of all workers have been with their current employer less than five years
  • How people communicate todayHubspot: 46% of daily searches are for info on products or services78% of internet users conduct product research onlineEduco Park in a YouTube video tells us the Top 10 in-demand jobs for 2010 didn’t exist in 200450% of all workers have been with their current employer less than five years
  • “Audiences everywhere are tough. They don’t have time to be bored or browbeaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and BE WHAT PEOPLE ARE INTERESTED IN. –Craig Davis, J Walter Thompson, 4th largest ad agency in the worldSocial interactions more effective way to reach and interact with customersWorld-wide, 52% of companies use social media. 41% of customers prefer user reviews and ratings. Reviews enhance sales 18%. Recommendations of our friends matter.Social media with its massive reach, viral characteristics and opportunity for dialogue and to propagate content has become a KEY marketing channel.Social media as customer service toolSocial media as an inbound marketing tool – affects SEO
  • Boredom quotient – Gartner Report “ User Survey Analysis: Trends in Social Media Growth” 19-39 “aspirers” becoming boredFreshInstantInnovation
  • Use place offers, check-ins, and whatever other new tools become available for local marketing in the future.
  • Key to using your limited time most effectively is streamlined processes and consolidation of informationBuild scalability. Rather than get overwhelmed by social media, use technology for social monitoring, management, posting and measurement to help you scale your efforts, effectively managing multiple brands across multiple platforms. Otherwise social media will overwhelm you.Monitor the competition. Conduct competitive intelligence. What’s working well for them, and what isn’t?
  • Email and Search Expenditures are growing. An Exact Target survey for 2010, a year in which marketing was flat or reduced. Showed 54% of small businesses planned to increase email marketing. 66% planned an increase in social media expenditures.
  • Goal?Website trafficThought leadershipLeadsSalesBuzzSocial media = business goalsWho is responsible for what, internally:? What are the time commitment and scheduling expectations. Have a well-thought-out action plan in place so your social media efforts don’t become an afterthought.Develop a reporting structure. Increase value by measuring and reporting results on a regular schedule so you can measure alignment with your goals and implement improvements in future initiatives
  • Five communication realities shaping 2012

    1. 1. Five Communication Realities Shaping 2012<br />By<br />Mary Ellen Merrigan<br />
    2. 2. Traditional marketing is outbound.<br />
    3. 3. We’re sick of interruptions.<br />
    4. 4. Inbound conversations count today.<br />Friend<br /> (noun)<br />Friend<br /> (verb)<br />
    5. 5. Business, more than any other occupation, <br />is a continual dealing with the future.<br />-- Henry R. Luce<br />
    6. 6. #1. We live in an Attention economy. <br />
    7. 7. Ten levels of intimacy today:<br />http://www.onlyinfographic.com<br />
    8. 8. Focus on and listen to customers.<br />
    9. 9. Evaluate:<br />My message is honed for my ideal customer. <br />(1 to 5)<br />
    10. 10. #2. smartphones matter and will only grow in importance.<br />
    11. 11. 72.5 Million Owners and Growing<br />MobiLens data from comScore released in May indicates 72.5 million people in the US owned smartphones by March 2011, up 15% from the preceding three-month period. Google Android continued its trend of luring US smartphone subscribers from RIM Blackberry, though RIM retained its number two position. Android gained about 21% market share from December 2010, rising from 28.7% to 34.7%.<br />U.S. Smartphone Market, by Platform<br />Dec. 2010-March 2011, 3-month average share<br />Source: comScore<br />
    12. 12. “Data Tsunami” – 89% Growth Y-o-Y<br />Data Usage in MB by Mobile Operating System<br />Q1 2010-Q1 2011, Average MB per user<br />Source: The Nielsen Company<br />It is a mobile “data tsunami” according to Nielsen, with app-friendly OS phones at the epicenter. Consumers with iPhones and Android smartphones consume the most data: 582 MBs per month for the average Android owner and 492 MBs for the average iPhone user.<br />Overall, in the last 12 months, the amount of data the average smartphone user consumes per month has grown by 89%, from 230 MB in Q1 2010 to 435 MB in Q1 2011.<br />
    13. 13. Evaluate:<br />My business and my website are mobile-friendly. <br />(1 to 5)<br />
    14. 14. #3. Technology Tools to consolidate info emerge daily.<br />
    15. 15. QR codes offer instant information.<br />
    16. 16. Refine your web experience.<br />
    17. 17. Evaluate:<br />I use technology effectively to cope and communicate. <br />(1 to 5)<br />
    18. 18. #4. interactivity is essential in all communication.<br />
    19. 19.
    20. 20. Inbound marketing builds visibility. <br />
    21. 21. Evaluate:<br />My website is interactive and I respond online and offline to customers. <br />(1 to 5)<br />
    22. 22. #5. Nothing substitutes for smart goals and good planning.<br />
    23. 23. Practice the rule of three:<br />Start consciously<br />Be consistent<br />Keep going<br />
    24. 24. Evaluate:<br />My one-page marketing plan is completed and in place. <br />(1 to 5)<br />

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