Social Networking as a Guerrilla Selling Weapon

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Guerrilla Marketing with Social Networks. Break-out session presented by Guerrilla Selling author and speaker Orvel Ray Wilson, CSP at the City and Regional Magazine Association (CRMA) national …

Guerrilla Marketing with Social Networks. Break-out session presented by Guerrilla Selling author and speaker Orvel Ray Wilson, CSP at the City and Regional Magazine Association (CRMA) national conference, June 1, 2009, in New Orleans

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  • 1. Social Media as a Guerrilla Selling Weapon
    • Orvel Ray Wilson, CSP
    • Google Me!
    • CRMA National Conference
    • June 1, 2009 New Orleans
    Presented by:
  • 2.  
  • 3. How is Guerrilla Marketing Different? Instead of brute force, we use. . .
  • 4. Evolution of the Web
    • Web 1.0
      • One way, pushing information
      • We don’t even know who the audience is
      • Try to influence the buying decision
    • Web 2.0
      • Engage, invite, interactive.
      • Audience is in control
      • Try to influence the conversation
  • 5. Evolution of the Web
    • Information push
      • Blogs, podcasts
    • User created content
      • Angie’s List 5,000 reviews/month
    • Connecting people
      • Social network, community
  • 6.  
  • 7. Is SN for You?
    • Takes Time, Energy and Imagination
    • The Digital Divide is getting wider
    • “If you’re not at the table, you’re on the menu.” - David Nour
  • 8. “ I think you should be more explicit here in Step 2.”
  • 9.  
  • 10. Who’s Watching?
    • Curators
    • Producers
    • Commentators
    • Sharers
    • Watchers
    • Not Active
  • 11. Why People Join Social Networks
    • Content
      • Personal interests professional and business development.
    • To be part of a larger Community
      • To see who else is out there, and what they’re doing.
  • 12. 1-9-90
    • 1% Influential Hubs
      • High Value Interaction
    • 9% Moderately engaged
    • 90% passive observers.
  • 13. Why Invest in Social Media:
    • Improve your “findability”
    • Improve your professional network
    • Find hidden connections
    • Make first meetings go more smoothly
    • Deepen relationships with customers
    • Find new prospects and customers
  • 14. Benefits of Social Media:
    • Deeper relationships with visitors/guests
    • Increased awareness for your brand
    • Better communication with audiences
    • Broadening your professional network
    • Improve search engine prominence
    • Increased web or blog traffic
  • 15. Where Does SN Fit?
    • Your website is the mother ship.
    • Tease them with value, then invite them back
    • Create multiple touchpoints that start, and encourage the conversation.
  • 16. How Others are Using SN
    • 70% Interface with Customers
    • 51% Interface with suppliers, partners
    • 75% Manage collaboration internally - McKinsey Research
  • 17. Not Just for Business
    • Medic
    • wiwih
      • Hospitality
    • SearchMe
    • WolframAlpha
      • Point to point
  • 18. Niche Social Sites
    • TripAdvisor
    • IgoUgo
    • VirtualTourist
    • Chowhound
    • Guidespot
    • GoSeeTell
    • Yelp
    • MyTravelGuide
    • RealTravel
    • Epinions
    • DontGoThere.org
    • Mashable.com
  • 19. Joining the Conversation: Listen
    • Observe online communities where your brand is actively discussed
    • Participate in conversations just as if with someone in real life whom you respect
    • Pay attention to how community members interact with each other
    • Reach out as a person, NOT as a marketer
  • 20. Track What you Already Have
    • Google Alerts
    • Google Analytics
      • How are they finding you?
      • Where are they leaving from?
  • 21. SN Fundamentals
    • Profile
    • Content
    • Contacts/friends
    • Search
      • Top 10 Long-Tail keywords
      • Know where to search (e.g., Twitter searches on Summize.com)
    • Other functions vary by application
  • 22. Useful Tools
    • Small world
    • LiveJournal
    • Slideshare.com
    • Xobni
      • Getting Insights from that function
  • 23. SlideShare.com
    • YouTube of presentations
    • Learn from others who are masterful
      • Demo DISH for prep.
  • 24. Things to Attract Traffic
    • Creating Groups
    • Resources
    • Blog
    • Presentations
    • Follow me on Twitter
  • 25. Driving Search Ranking
    • Evolution of keywords
    • Integrate long-tail keywords
    • Google loves dynamic content
      • Blogs, videos, tweets
  • 26. Lead me the down the path:
    • Buy your Ideas
    • Buy your Information
    • Buy your Products
  • 27. The Big 5 Recommended Apps
    • MySpace
    • YouTube
    • FaceBook
    • LinkedIn
    • Twitter
  • 28. Ping.fm
    • Updates your status on 40 different social networks
      • Interoperability
      • Status box, update all
      • Can’t keep up with them
  • 29. Private Networks
    • RENetworks.com
      • Detailed Profile
      • Pin map shows your connections
  • 30. Private Networks
    • Questions create Tags, prioritize
    • Identify you with more attributes.
    • Pin map show who else is closest
      • Pin view
      • List view
      • Map view
  • 31. Developing Your Strategy
    • Learn
    • Dialog
    • Spark
    • Support
    • Innovate (cycle)
  • 32. Social Networking Strategy
    • Identify the key relevant stakeholders
    • Sources of internal and external insights
    • Engage with Unique Value-Add
    • Deliver Exceptional Experiences
    • Influence best practices for Future success
  • 33. Contribute to the Community
    • Create content
    • Make it easy for people to connect to you
    • Participate in larger conversations
    • Integrate into social networks
    • Provide a valuable application
    • Build relationships on and off-line
  • 34. 10 Things to Do Right Now
    • 1. Become naturally inquisitive
      • Google “Social networking websites”
      • Follow the Hyperlinks and explore!
      • Build your profile
      • Create Templates for profile, specialty, intro Emails.
  • 35. 10 Things to Do Right Now
    • 2. Create Content Rich profiles
    • 3. Clean up your Outlook
    • 4. Use SN to identify access. Use SN to do Due Diligence, Research
  • 36. 10 Things to Do Right Now
    • 6. Map your internal and external sources of influence
    • 7. Schedule 5 coffee meetings
    • 8. Send out 5 personal handwritten notes
  • 37. 10 Things to Do Right Now
    • 9. Read daily to find valuable insights, send them, share them, RT them.
    • 10. Invest in ONE referral each week
  • 38. Priority Steps
    • Version 1 is better than none.
      • Get started on those 5
      • Find a way to jump in and start learning
  • 39. Thank you!
    • Join my network on LinkedIn
    • Friend me on FaceBook
    • eMail me at OrvelRay@GuerrillaGroup.com