9. “By 2011 90% of
your sales will
come from word
of mouth or
digital
promotion”
Seth Godin, 2009
www.melkettle.com.au @melkettle
Monday, 25 July 2011
10. You can buy attention (advertising).
You can beg for attention from the media (PR).
You can bug people one at a time to get attention (sales).
Or you can earn attention by creating something
interesting and valuable and then publishing it
online for free.
David Meerman Scott
Marketing legend
www.melkettle.com.au @melkettle
Monday, 25 July 2011
17. 4 P’s of Marketing
www.melkettle.com.au @melkettle
Monday, 25 July 2011
18. 4 P’s of Marketing
www.melkettle.com.au @melkettle
Monday, 25 July 2011
19. 4 C’s of marketing
and social media...
1. Customers
2. Content
3. Channel
4. Community
www.melkettle.com.au @melkettle
Monday, 25 July 2011
20. Customers
• Customer is #1
• Know who they are!
• Go where they go
• Engage and converse with them
www.melkettle.com.au @melkettle
Monday, 25 July 2011
21. Content
• Content is king - words, video, photos
• Provide information that is valuable to
your customers
• Be consistent with content
• It’s not all white papers...
www.melkettle.com.au @melkettle
Monday, 25 July 2011
23. Channel
• Which social media channel is right for you?
• Go where your customers go - know your
target market
• Facebook is not for everyone
• What suits your personality?
• Time and money considerations
www.melkettle.com.au @melkettle
Monday, 25 July 2011
24. How often do I update?
• Twitter - 2-3 times a day
• Facebook/LinkedIn - 4-5 times a week
• Blog - 2-4 times a month
• YouTube - 2-4 times a month
• Website content - 1-2 times a month
www.melkettle.com.au @melkettle
Monday, 25 July 2011
25. Community
• Engage with customers
• Encourage and provide tools for them
to engage with each other
• People WANT to interact
• Customer generated content - for
customers by customers in the way
customers want to receive information
www.melkettle.com.au @melkettle
Monday, 25 July 2011
26. How do I create a
social media
strategy ?
www.melkettle.com.au @melkettle
Monday, 25 July 2011
27. Integrate it into ALL
your marketing
www.melkettle.com.au @melkettle
Monday, 25 July 2011
31. Measure what you do
• Quality vs quantity
• ROI vs ROE
• Number and nature of comments
• Visits from links to your sites
• Sales or new opportunities or other
business benefits
• Increased word of mouth
www.melkettle.com.au @melkettle
Monday, 25 July 2011
32. Tools to make it easier
• 3rd party applications - Tweetdeck,
Hootsuite
• Mobile apps - Twitter, facebook
• Co-tweet
• Shorten links - bit.ly, tiny.url
• Add photos - twitpic, plixi.com
• Lists
www.melkettle.com.au @melkettle
Monday, 25 July 2011
44. • Engage and connect with your customers
• Get a greater online presence
• Gain greater brand credibility
• Be ahead of your competitors
• Be a part of the conversation - they are happening
about your business and your industry whether you
are there or not
www.melkettle.com.au @melkettle
Monday, 25 July 2011
