Social Media as a Guerrilla Selling Weapon Orvel Ray Wilson, CSP Google Me! CRMA National Conference June 1, 2009 New Orleans Presented by:

Orvel Ray Wilson, CSP

Google Me!

CRMA National Conference

June 1, 2009 New Orleans

How is Guerrilla Marketing Different? Instead of brute force, we use. . .

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

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

Evolution of the Web Information push Blogs, podcasts User created content Angie’s List 5,000 reviews/month Connecting people Social network, community

Information push

Blogs, podcasts

User created content

Angie’s List 5,000 reviews/month

Connecting people

Social network, community

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

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

“ I think you should be more explicit here in Step 2.”

Who’s Watching? Curators Producers Commentators Sharers Watchers Not Active

Curators

Producers

Commentators

Sharers

Watchers

Not Active

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.

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.

1-9-90 1% Influential Hubs High Value Interaction 9% Moderately engaged 90% passive observers.

1% Influential Hubs

High Value Interaction

9% Moderately engaged

90% passive observers.

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

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

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

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

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.

Your website is the mother ship.

Tease them with value, then invite them back

Create multiple touchpoints that start, and encourage the conversation.

How Others are Using SN 70% Interface with Customers 51% Interface with suppliers, partners 75% Manage collaboration internally - McKinsey Research

70% Interface with Customers

51% Interface with suppliers, partners

75% Manage collaboration internally - McKinsey Research

Not Just for Business Medic wiwih Hospitality SearchMe WolframAlpha Point to point

Medic

wiwih

Hospitality

SearchMe

WolframAlpha

Point to point

Niche Social Sites TripAdvisor IgoUgo VirtualTourist Chowhound Guidespot GoSeeTell Yelp MyTravelGuide RealTravel Epinions DontGoThere.org Mashable.com

TripAdvisor

IgoUgo

VirtualTourist

Chowhound

Guidespot

GoSeeTell

Yelp

MyTravelGuide

RealTravel

Epinions

DontGoThere.org

Mashable.com

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

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

Track What you Already Have Google Alerts Google Analytics How are they finding you? Where are they leaving from?

Google Alerts

Google Analytics

How are they finding you?

Where are they leaving from?

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

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

Useful Tools Small world LiveJournal Slideshare.com Xobni Getting Insights from that function

Small world

LiveJournal

Slideshare.com

Xobni

Getting Insights from that function

SlideShare.com YouTube of presentations Learn from others who are masterful Demo DISH for prep.

YouTube of presentations

Learn from others who are masterful

Demo DISH for prep.

Things to Attract Traffic Creating Groups Resources Blog Presentations Follow me on Twitter

Creating Groups

Resources

Blog

Presentations

Follow me on Twitter

Driving Search Ranking Evolution of keywords Integrate long-tail keywords Google loves dynamic content Blogs, videos, tweets

Evolution of keywords

Integrate long-tail keywords

Google loves dynamic content

Blogs, videos, tweets

Lead me the down the path: Buy your Ideas Buy your Information Buy your Products

Buy your Ideas

Buy your Information

Buy your Products

The Big 5 Recommended Apps MySpace YouTube FaceBook LinkedIn Twitter

MySpace

YouTube

FaceBook

LinkedIn

Twitter

Ping.fm Updates your status on 40 different social networks Interoperability Status box, update all Can’t keep up with them

Updates your status on 40 different social networks

Interoperability

Status box, update all

Can’t keep up with them

Private Networks RENetworks.com Detailed Profile Pin map shows your connections

RENetworks.com

Detailed Profile

Pin map shows your connections

Private Networks Questions create Tags, prioritize Identify you with more attributes. Pin map show who else is closest Pin view List view Map view

Questions create Tags, prioritize

Identify you with more attributes.

Pin map show who else is closest

Pin view

List view

Map view

Developing Your Strategy Learn Dialog Spark Support Innovate (cycle)

Learn

Dialog

Spark

Support

Innovate (cycle)

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

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

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

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

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.

1. Become naturally inquisitive

Google “Social networking websites”

Follow the Hyperlinks and explore!

Build your profile

Create Templates for profile, specialty, intro Emails.

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

2. Create Content Rich profiles

3. Clean up your Outlook

4. Use SN to identify access. Use SN to do Due Diligence, Research

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

6. Map your internal and external sources of influence

7. Schedule 5 coffee meetings

8. Send out 5 personal handwritten notes

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

9. Read daily to find valuable insights, send them, share them, RT them.

10. Invest in ONE referral each week

Priority Steps Version 1 is better than none. Get started on those 5 Find a way to jump in and start learning

Version 1 is better than none.

Get started on those 5

Find a way to jump in and start learning

Thank you! Join my network on LinkedIn Friend me on FaceBook eMail me at OrvelRay@GuerrillaGroup.com

Join my network on LinkedIn

Friend me on FaceBook

eMail me at OrvelRay@GuerrillaGroup.com