Fundamentals Of Effective Marketing & Communication Final

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How to leverage social media in terms of your business requirements.

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Fundamentals Of Effective Marketing & Communication Final

  1. 1. FUNDAMENTALS OF EFFECTIVEMARKETING & COMMUNICATION SLIDES AND INFORMATION © 2012 EARLE HAGER ALL RIGHTS RESERVED
  2. 2. THE WORLD IS FLAT • And we are going to make it a little flatter CRDF Training Ivano-Frankivsk andApril, 2012 2 Dnepropetrovsk © 2012 Earle Hager
  3. 3. THE KEY IDEA • People want to connect with others with similar interests • Companies seeking new ideas and technologies want to find you CRDF Training Ivano-Frankivsk andApril, 2012 3 Dnepropetrovsk © 2012 Earle Hager
  4. 4. GOAL • To be found • To be seen as an expert • To provide information on your technology or idea CRDF Training Ivano-Frankivsk andApril, 2012 4 Dnepropetrovsk © 2012 Earle Hager
  5. 5. PROCTOR AND GAMBLE • Proctor and Gamble has cut back on their marketing staff as they realized Facebook, Twitter, YouTube and other opportunities were free. CRDF Training Ivano-Frankivsk andApril, 2012 5 Dnepropetrovsk © 2012 Earle Hager
  6. 6. CHANGES • Video technology is available at low cost and low entry • Viewing of your media is based upon one time transmission but also the ongoing viewing of the media CRDF Training Ivano-Frankivsk andApril, 2012 6 Dnepropetrovsk © 2012 Earle Hager
  7. 7. MAKING IT EASIER • If done properly, this process becomes easy • Making it easy takes work • We will show you tools to update multiple applications CRDF Training Ivano-Frankivsk andApril, 2012 7 Dnepropetrovsk © 2012 Earle Hager
  8. 8. NARROWCASTING • Social media is about narrowcasting • People get their information from different sources • You need to provide your information in multiple locations • In the past, it was all about the website. Now … CRDF Training Ivano-Frankivsk andApril, 2012 8 Dnepropetrovsk © 2012 Earle Hager
  9. 9. EXPERIMENTATION • All of these options can be changed, updated, or deleted • Experiment and find what works for you • The second or third version of what you do may be the best choice CRDF Training Ivano-Frankivsk andApril, 2012 9 Dnepropetrovsk © 2012 Earle Hager
  10. 10. THE BASICS • Everything is about Process CRDF Training Ivano-Frankivsk andApril, 2012 10 Dnepropetrovsk © 2012 Earle Hager
  11. 11. AGENDA • Google Searches • LinkedIn • Facebook for Business • Twitter • Blogging • YouTube • Google + • Websites • Updating Once • Conclusion CRDF Training Ivano-Frankivsk andApril, 2012 11 Dnepropetrovsk © 2012 Earle Hager
  12. 12. GOOGLE SEARCHES BEING FOUND
  13. 13. WHY TRACK? • Who is visiting your website? • Where are they going? • Are they staying? • For how long? • What are they doing? CRDF Training Ivano-Frankivsk andApril, 2012 13 Dnepropetrovsk © 2012 Earle Hager
  14. 14. CREATE WORDS TO BE FOUND • Use of keywords • Use of references to other people, organizations, or events • References to major events (current events ) • Effect on your technology to major events CRDF Training Ivano-Frankivsk andApril, 2012 14 Dnepropetrovsk © 2012 Earle Hager
  15. 15. KEY WORDS • Continually describe your work with key words • Minimize other words (pronouns, adverbs) • Wording of text may not be smooth CRDF Training Ivano-Frankivsk andApril, 2012 15 Dnepropetrovsk © 2012 Earle Hager
  16. 16. GOOGLE AND YAHOO ANALYTICS • Track access to websites • Track volume, source, conduct • Free CRDF Training Ivano-Frankivsk andApril, 2012 16 Dnepropetrovsk © 2012 Earle Hager
  17. 17. IMPLEMENTATION • Analytics are automatically managed by Facebook, YouTube and blogging software. • Websites are the target for this feature • Go to Google or Yahoo Analytics, create your account, and update your website with the listed text • Track your site by activity CRDF Training Ivano-Frankivsk andApril, 2012 17 Dnepropetrovsk © 2012 Earle Hager
  18. 18. LINKEDIN PROFILING
  19. 19. GOAL • Who do you know? • Who do they know? • Manage your network and request introductions to others CRDF Training Ivano-Frankivsk andApril, 2012 19 Dnepropetrovsk © 2012 Earle Hager
  20. 20. GOAL • Develop contacts and interests • Use network for introductions • Connect with business interests CRDF Training Ivano-Frankivsk andApril, 2012 20 Dnepropetrovsk © 2012 Earle Hager
  21. 21. PRACTICAL APPLICATIONS • In making connections, knowing you want to speak with GSK about your technology is not effective • Learning the person in charge of new product development in your field at GSK is Len Denton is effective • Have contact point and chance to review your network for who might know this person • Don’t waste time guessing who to contact CRDF Training Ivano-Frankivsk andApril, 2012 21 Dnepropetrovsk © 2012 Earle Hager
  22. 22. BUSINESS PROFILING • Connect to three people away from you • Develop extensive profile with detailed information • Expand through Open Networkers and Group connections CRDF Training Ivano-Frankivsk andApril, 2012 22 Dnepropetrovsk © 2012 Earle Hager
  23. 23. CREATE PROFILE • List employment, education, projects • Be extensive and descriptive • Use links to companies and universities when creating profile • Use add-ins, such as SlideShare or Amazon Book List to enhance your profile CRDF Training Ivano-Frankivsk andApril, 2012 23 Dnepropetrovsk © 2012 Earle Hager
  24. 24. EARLE HAGER PROFILE • Earle Hager • The Neutrino Donut, LLC • Austin, Texas Area International Trade and Development • Earle Hager http://lnkd.in/vpkskg From Terry Cooke: Sustaining U.S.-China Cooperation in Clean Energy is my new book being published by the Kissinger Institute of the Woodrow Wilson Center. At 120 pages, it offers a clear and concise overview of the politics, technology (surveying 10... Summary of you, your work, and active projects CRDF Training Ivano-Frankivsk andApril, 2012 24 Dnepropetrovsk © 2012 Earle Hager
  25. 25. EARLE HAGER PROFILE - INTRODUCTION • Current • Managing Partner at The Neutrino Donut, LLC • Past • Chief Operating Officer at Panidea • Business Development Manager at IC2 Institute, Univ of Texas • Project Manager at IC2 Institute of The University of Texas at Austin • Education • The University of Texas at Austin - The Red McCombs School of Business • Baylor University - Hankamer School of Business • University of Pennsylvania - The Wharton School • Recommendations • 17 people have recommended Earle • Connections • 500+ connections • Websites • Blog • Twitter • NeutrinoDonut • Public Profile • http://www.linkedin.com/in/earlehager Summary created by LinkedIn of your work and education CRDF Training Ivano-Frankivsk andApril, 2012 25 Dnepropetrovsk © 2012 Earle Hager
  26. 26. EARLE HAGER PROFILE - SUMMARY Summary • I have over thirty years of consulting and business development experience. I have worked with the best practices in the international business development, manufacturing, high tech, and pharmaceutical industries. Specialties • Business Development, Contract Negotiations, Technology Evaluation, Multinational Relationships, Technology Commercialization, Technology Transfer Strategies Extended list of expertise Use keywords and highlight what is current and important CRDF Training Ivano-Frankivsk andApril, 2012 26 Dnepropetrovsk © 2012 Earle Hager
  27. 27. EARLE HAGER PROFILE - EMPLOYMENT • Managing Partner – The Neutrino Donut, LLC • November 2011 – Present (4 months) Austin, TX • Providing business development services for organizations seeking to expand their global markets. Extensive relationships with global players and detailed understanding of development process for small and startup organizations. Providing strategic development services for NanoThermo, an US based LED thermal management technology company, BioALvo, a Portugal based natural product development firm, Beroe Inc., an India based research organization, technology commercialization projects for a Middle East university, and CRDF Global projects in Eastern Europe as well as business plan competitions with several universities. Board member on startup company. • Chief Operating Officer - Panidea • Privately Held; 1-10 employees; International Trade and Development industry • August 2010 – November 2011 (1 year 4 months) • We work with organizations seeking to commercialize their technologies. These organizations face the same challenges – the evaluation of technologies in the commercial space and the creation of a roadmap to proceed. We have developed the program, 24 Hours of Technology, a global online technology commercialization seminar. More at www.24hrstechnology.com. • Earle has 4 recommendations (1 manager, 1 client, 2 partners) including: • 1st Len Denton, Technology Commercialization Strategist | Program Manager, IC2 Institute - University of Texas at Austin (Innovation, Creativity, Capital) • 1st Tom Algeo, Director and CEO, Value Oriented People List all employers and education Opportunity to network with former coworkers or people who shared organizations CRDF Training Ivano-Frankivsk andApril, 2012 27 Dnepropetrovsk © 2012 Earle Hager
  28. 28. EARLE HAGER PROFILE - SKILLS • Technology Transfer • Economic Development • Business Analysis • Sales Management • Global Business Development • Market Analysis • Technology Commercialization • View All (25) Skills Keywords Used for searching CRDF Training Ivano-Frankivsk andApril, 2012 28 Dnepropetrovsk © 2012 Earle Hager
  29. 29. EARLE HAGER PROFILE - GROUPS • Advanced Scientific Communities (TM) • Africa Knowledge Transfer Partnerships (AKTP) • Alliance Management and Business Development Network • Automotive Industry Professionals Worldwide • BIO Ventures for Global Health • Back End of Innovation Join up to 50 Groups CRDF Training Ivano-Frankivsk andApril, 2012 29 Dnepropetrovsk © 2012 Earle Hager
  30. 30. EARLE HAGER PROFILE - GROUPS • Front End of Innovation • Members (16,511) Email and connect with other group members Join and delete as needed CRDF Training Ivano-Frankivsk andApril, 2012 30 Dnepropetrovsk © 2012 Earle Hager
  31. 31. CONNECTIONS AND RECOMMENDATIONS • Earle’s Connections (500+) • Cassandra Teas Gallery Manager at Teas Art Gallery • Berislav Čižmek Dealmaker and Networker, CEO/Owner at CBBS Ltd • Lorne McLachlan Information Technology and Services Consultant and Professional • See all Connections » • Earle Recommends (48) • Len Denton, Technology Commercialization Strategist | Program Manager, IC2 Institute - University of Texas at Austin (Innovation, Creativity, Capital) Many Connections and Recommendations CRDF Training Ivano-Frankivsk andApril, 2012 31 Dnepropetrovsk © 2012 Earle Hager
  32. 32. MAKING CONNECTIONS • Use LinkedIn Toolbar to review your contact list and emails and make connections • After emailing someone, send them a connection invitation • The more people you connect with, the easier it will be to find Len Denton at GSK CRDF Training Ivano-Frankivsk andApril, 2012 32 Dnepropetrovsk © 2012 Earle Hager
  33. 33. I DON’T WANT TO DO THIS • For some, this is a very difficult process • Have someone in your group aggressively connect • Connect with them CRDF Training Ivano-Frankivsk andApril, 2012 33 Dnepropetrovsk © 2012 Earle Hager
  34. 34. IMPLEMENTATION • Create LinkedIn Profile • Update full history • Use LinkedIn Toolbar to identify your contacts on LinkedIn • Select Groups to Join • Connect with me – Earle Hager / ehager@austin.rr.com CRDF Training Ivano-Frankivsk andApril, 2012 34 Dnepropetrovsk © 2012 Earle Hager
  35. 35. CONNECTORS • Connectors are famous people or heavy LinkedIn users who will help you expand your network • Barack Obama, Boone Pickens, Michael Dell and others accept notices and being in their network will help you expand your contacts • Open Networks are people who have thousands of connections and will help you expand your network CRDF Training Ivano-Frankivsk andApril, 2012 35 Dnepropetrovsk © 2012 Earle Hager
  36. 36. FACEBOOK FOR BUSINESSSOCIAL MEDIA AND BEYOND
  37. 37. FACEBOOK FOR BUSINESS • Facebook is becoming a business as well as personal resource • Use Facebook pages to publish your work and update the world CRDF Training Ivano-Frankivsk andApril, 2012 37 Dnepropetrovsk © 2012 Earle Hager
  38. 38. BUSINESS PAGE • Update frequently • Invite connections • Link to Twitter • Provide pictures, descriptions, and links CRDF Training Ivano-Frankivsk andApril, 2012 38 Dnepropetrovsk © 2012 Earle Hager
  39. 39. PERSONAL PROFILE • Clean up your personal profiles CRDF Training Ivano-Frankivsk andApril, 2012 39 Dnepropetrovsk © 2012 Earle Hager
  40. 40. IMPLEMENTATION • Create Facebook page (option at the bottom of the screen) • Update with information on your projects • Note option to update as The Page or your individual Facebook account • Invite friends and colleagues to follow you on Facebook CRDF Training Ivano-Frankivsk andApril, 2012 40 Dnepropetrovsk © 2012 Earle Hager
  41. 41. FACEBOOK PAGE • The Neutrino Donut, LLC • Consulting/Business Services · Austin, Texas • 27 friends like this. CRDF Training Ivano-Frankivsk andApril, 2012 41 Dnepropetrovsk © 2012 Earle Hager
  42. 42. TWITTERSOCIAL MEDIA AND BEYOND
  43. 43. CONCEPTS • 140 words • Use links to your blogs or Facebook pages • Use TinyURL software or allow Twitter to compress the link • Use hashtags to link to an idea or event CRDF Training Ivano-Frankivsk andApril, 2012 43 Dnepropetrovsk © 2012 Earle Hager
  44. 44. EXECUTION • Use hash tags to link to companies, events, or others • #SOTU – Obama’s State of the Union • Search Twitter for more examples • Use your account in the hash tag as well CRDF Training Ivano-Frankivsk andApril, 2012 44 Dnepropetrovsk © 2012 Earle Hager
  45. 45. IMPLEMENTATION • Create Twitter account • Enter comments on your work • Enter comments with links to your blog or Facebook page CRDF Training Ivano-Frankivsk andApril, 2012 45 Dnepropetrovsk © 2012 Earle Hager
  46. 46. IMPLEMENTATION • Seek out followers and people for you to follow – search on your subject matter to find experts • Seek out hash tags to follow and reference • This is about volume, not analysis CRDF Training Ivano-Frankivsk andApril, 2012 46 Dnepropetrovsk © 2012 Earle Hager
  47. 47. BLOGGINGSOCIAL MEDIA AND BEYOND
  48. 48. BLOGGING YOUR WORK • Use blog to update on complex subjects • Present subject matter as one page of text • Update with comments on your work CRDF Training Ivano-Frankivsk andApril, 2012 48 Dnepropetrovsk © 2012 Earle Hager
  49. 49. BLOGGING OTHER PEOPLE’S WORK • Update blog with comments and updates from other people • Become information source on the subject matter CRDF Training Ivano-Frankivsk andApril, 2012 49 Dnepropetrovsk © 2012 Earle Hager
  50. 50. BLOGGING OTHER ANNOUNCEMENTS • Important events in your field can be blogged by you • Searches will find your comments on the event as well as the publicity for the event CRDF Training Ivano-Frankivsk andApril, 2012 50 Dnepropetrovsk © 2012 Earle Hager
  51. 51. IMPLEMENTATION • Google Blog and other services have free blogging options • Create blog • Experiment with format and updates • Go live CRDF Training Ivano-Frankivsk andApril, 2012 51 Dnepropetrovsk © 2012 Earle Hager
  52. 52. YOUTUBESOCIAL MEDIA AND BEYOND
  53. 53. VIDEOS WITH KEYWORDS • Free video and search facility • Create channel to group your videos • HD cameras and recording easily available • Break complex topics into short presentations CRDF Training Ivano-Frankivsk andApril, 2012 53 Dnepropetrovsk © 2012 Earle Hager
  54. 54. CREATING A VIDEO • Videos should be more than two minutes but less than five minutes • Break up the interview format with slides • Be informational CRDF Training Ivano-Frankivsk andApril, 2012 54 Dnepropetrovsk © 2012 Earle Hager
  55. 55. VIDEO TOOLS • Many Intel and Mac based packages to edit the movie • Audacity is a free recording and editing tool for vocals • PowerPoint slides can be added over voice over • Interns and students are eager to volunteer for project work CRDF Training Ivano-Frankivsk andApril, 2012 55 Dnepropetrovsk © 2012 Earle Hager
  56. 56. IMPLEMENTATION • The key to recording videos is to understand the power of editing • While recording, keep talking and restart for errors • Become comfortable with your voice and image CRDF Training Ivano-Frankivsk andApril, 2012 56 Dnepropetrovsk © 2012 Earle Hager
  57. 57. IMPLEMENTATION • Have goal with each video and focus presentation • Use keywords in listing to make project available for searching • Include contact information in the video listing CRDF Training Ivano-Frankivsk andApril, 2012 57 Dnepropetrovsk © 2012 Earle Hager
  58. 58. GOOGLE PLUSSOCIAL MEDIA AND BEYOND
  59. 59. JUST LIKE FACEBOOK • It’s true - there are advantages to using Google + • We will find them out in the next year CRDF Training Ivano-Frankivsk andApril, 2012 59 Dnepropetrovsk © 2012 Earle Hager
  60. 60. WEBSITESSOCIAL MEDIA AND BEYOND
  61. 61. BASICS • Use websites to consolidate your information • Reserve names locally and in the US • Many local developers of websites CRDF Training Ivano-Frankivsk andApril, 2012 61 Dnepropetrovsk © 2012 Earle Hager
  62. 62. DID YOU KNOW? • You can get away with not having one. CRDF Training Ivano-Frankivsk andApril, 2012 62 Dnepropetrovsk © 2012 Earle Hager
  63. 63. UPDATING ONCE
  64. 64. POSTEROUS • https://posterous.com/ • Update all of them at once • Just one entry, and be done with it all • Much better than writing all that stuff four or five times • Much, much better CRDF Training Ivano-Frankivsk andApril, 2012 64 Dnepropetrovsk © 2012 Earle Hager
  65. 65. IN CONCLUSION …
  66. 66. IN CONCLUSION • Be Seen • Be Heard CRDF Training Ivano-Frankivsk andApril, 2012 66 Dnepropetrovsk © 2012 Earle Hager
  67. 67. THANK YOU Earle Hager Managing Partner, The Neutrino Donut, LLC Commercialization of Science and Technology ehager@austin.rr.com Skype: earle.hager.panidea +1 512 662 1728 http://www.linkedin.com/in/earlehager http://tinyurl.com/6vy4uum CRDF Training Ivano-Frankivsk andApril, 2012 67 Dnepropetrovsk © 2012 Earle Hager
  68. 68. QUESTIONS?

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