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Social Media as a Guerrilla Selling Weapon <ul><li>Orvel Ray Wilson, CSP </li></ul><ul><li>Google Me! </li></ul><ul><li>CR...
 
How is Guerrilla Marketing Different? Instead of brute force, we use. . .
Evolution of the Web <ul><li>Web 1.0 </li></ul><ul><ul><li>One way, pushing information </li></ul></ul><ul><ul><li>We don’...
Evolution of the Web <ul><li>Information push </li></ul><ul><ul><li>Blogs, podcasts </li></ul></ul><ul><li>User created co...
 
Is SN for You? <ul><li>Takes Time, Energy and Imagination </li></ul><ul><li>The Digital Divide is getting wider </li></ul>...
“ I think you should be more explicit here in Step 2.”
 
Who’s Watching? <ul><li>Curators </li></ul><ul><li>Producers </li></ul><ul><li>Commentators </li></ul><ul><li>Sharers </li...
Why People Join Social Networks <ul><li>Content </li></ul><ul><ul><li>Personal interests professional  and business develo...
1-9-90 <ul><li>1% Influential Hubs </li></ul><ul><ul><li>High Value Interaction </li></ul></ul><ul><li>9% Moderately engag...
Why Invest in Social Media: <ul><li>Improve your “findability” </li></ul><ul><li>Improve your professional network </li></...
Benefits of Social Media: <ul><li>Deeper relationships with visitors/guests </li></ul><ul><li>Increased awareness for your...
Where Does SN Fit?  <ul><li>Your website is the mother ship. </li></ul><ul><li>Tease them with value, then invite them bac...
How Others are Using SN <ul><li>70% Interface with Customers </li></ul><ul><li>51% Interface with suppliers, partners </li...
Not Just for Business <ul><li>Medic </li></ul><ul><li>wiwih </li></ul><ul><ul><li>Hospitality  </li></ul></ul><ul><li>Sear...
Niche Social Sites <ul><li>TripAdvisor </li></ul><ul><li>IgoUgo </li></ul><ul><li>VirtualTourist </li></ul><ul><li>Chowhou...
Joining the Conversation: Listen <ul><li>Observe online communities where your brand is actively discussed </li></ul><ul><...
Track What you Already Have <ul><li>Google Alerts </li></ul><ul><li>Google Analytics </li></ul><ul><ul><li>How are they fi...
SN Fundamentals <ul><li>Profile </li></ul><ul><li>Content </li></ul><ul><li>Contacts/friends </li></ul><ul><li>Search </li...
Useful Tools <ul><li>Small world </li></ul><ul><li>LiveJournal </li></ul><ul><li>Slideshare.com </li></ul><ul><li>Xobni </...
SlideShare.com <ul><li>YouTube of presentations </li></ul><ul><li>Learn from others who are masterful </li></ul><ul><ul><l...
Things to Attract Traffic <ul><li>Creating Groups </li></ul><ul><li>Resources </li></ul><ul><li>Blog </li></ul><ul><li>Pre...
Driving Search Ranking <ul><li>Evolution of keywords </li></ul><ul><li>Integrate long-tail keywords </li></ul><ul><li>Goog...
Lead me the down the path: <ul><li>Buy your Ideas </li></ul><ul><li>Buy your Information </li></ul><ul><li>Buy your Produc...
The Big 5 Recommended Apps <ul><li>MySpace </li></ul><ul><li>YouTube </li></ul><ul><li>FaceBook </li></ul><ul><li>LinkedIn...
Ping.fm <ul><li>Updates your status on 40 different social networks </li></ul><ul><ul><li>Interoperability </li></ul></ul>...
Private Networks <ul><li>RENetworks.com </li></ul><ul><ul><li>Detailed Profile </li></ul></ul><ul><ul><li>Pin map shows yo...
Private Networks <ul><li>Questions create Tags, prioritize </li></ul><ul><li>Identify you with more attributes. </li></ul>...
Developing Your Strategy <ul><li>Learn </li></ul><ul><li>Dialog </li></ul><ul><li>Spark </li></ul><ul><li>Support </li></u...
Social Networking Strategy <ul><li>Identify the key relevant stakeholders </li></ul><ul><li>Sources of internal and extern...
Contribute to the Community <ul><li>Create content </li></ul><ul><li>Make it easy for people to connect to you </li></ul><...
10 Things to Do Right Now <ul><li>1. Become naturally inquisitive </li></ul><ul><ul><li>Google “Social networking websites...
10 Things to Do Right Now <ul><li>2.  Create Content Rich profiles </li></ul><ul><li>3.  Clean up your Outlook </li></ul><...
10 Things to Do Right Now <ul><li>6.  Map your internal and external sources of influence </li></ul><ul><li>7.  Schedule  ...
10 Things to Do Right Now <ul><li>9.  Read daily to find valuable insights,  send them, share them, RT them. </li></ul><ul...
Priority Steps <ul><li>Version 1 is better than none. </li></ul><ul><ul><li>Get started on those 5 </li></ul></ul><ul><ul>...
Thank you! <ul><li>Join my network on LinkedIn </li></ul><ul><li>Friend me on FaceBook </li></ul><ul><li>eMail me at Orvel...
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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 conference, June 1, 2009, in New Orleans

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  • Transcript of "Social Networking as a Guerrilla Selling Weapon"

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