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Week 2 branding copy 2

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  • How do we identify who is or is not part of our tribe? In this picture, of a community block party, you can tell who identifies as part of the larger community and who is part of a separate group? Tribes sometimes have their own uniforms or ways of separating themselves out from the pack\n
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  • You might need to have some idea of your community and where they hang out; where your potential community lies; (google forms free and efficient)\n
  • Transcript

    • 1. Connecting Your Brand to Your Customers Whitney Hoffman Hoffman Digital Media
    • 2. Session 2Using Social Media to Connect Your Brand to Your Customers Who to connect to and why? Inbound and Outbound Marketing in a Nutshell Finding and Engaging Your Audience Elements of making your messages memorable How to Listen as well as Broadcast
    • 3. Where Are Your Customers?
    • 4. Are These Your Customers?
    • 5. Are They Here?
    • 6. I know I’m wasting half my advertising budget, I just don’t know which half. -John Wanamaker
    • 7. Outbound, a.ka. Traditional Marketing
    • 8. Traditional Marketing• Print (newspapers, magazines, flyers)• Direct Mail• Broadcast (TV, Radio)
    • 9. Inbound Marketing
    • 10. Inbound Marketing Tools• Online Ads• Website• Blogs• Email (newsletters, email marketing)• Social Media, including online video• SEO/SEM, Review Sites, Mobile
    • 11. Let’s compare
    • 12. Traditional Marketing InBound Marketing $ Website (homebase) Street Traffic Blog or other fresh content$ Ads, Direct mail Social Media Sites$ E-mail and Newsletters TV, Radio, Newspapers Search Engines & Reviews $ Banner Ads, PPC, Facebook Ad $ Mobile + Groupon, Reputation, WOM
    • 13. What Will Work For You?
    • 14. There’s probably more than one answer...
    • 15. What Do You Want? Goal Metrics Friends, Fans, Attention Followers, Visits Contact Information, New Leads Data New Customers Conversions Downloads for WhiteLeadership in the field papers, ebooks, etc.
    • 16. Integrated Marketing• QR Codes (used well)• Foursquare• Mobile/Location Aware• Groupon• Custom URL’s
    • 17. Why?• Drive People to an exact page to measure conversions/engagement• Easiest: bit.ly , hootsuite and other URL shortners with metrics• More difficult: Google Custom URL Builder, A/B Testing
    • 18. Typical Sales FunnelMarketing Sales Product & Customer Service
    • 19. Relevancyto you, to your customers
    • 20. Channels are on 24 x 7
    • 21. Step One
    • 22. Using Tools to Listen 1. Google Alerts 2. Twitter search 3. Blog Search
    • 23. iGoogle can be your Newspaper
    • 24. Monitoring, ComparingQuantcastCompete.comAlexaRadian6 (Social Media Monitoring)Flowtown (Social Media Monitoring)
    • 25. Creating Communities✦ This is a long term versus short term strategy✦ People come to you because of content and added value✦ Grows network, fans, evangelists✦ Must give them something to do- keep it fresh or it dies
    • 26. Tribe Identity
    • 27. Competitive Intelligence
    • 28. CompetitiveIntelligence✤ SEOMoz, Alexa.com, Compete.com, Quantcast- How well are you doing, and how well are your competitors doing?✤ Search for trends in trends.google.com to see if you can produce timely or seasonally relevant content✤ Google Alerts for competitors as well yourself
    • 29. Your Customer or Theirs?Can you be there to catchyour competitor’s unhappycustomers?Can you be there whenthey’re not listening?Can you offer a helpfulalternative?Can you position yourselfnext to similar businesses andpartner?
    • 30. “We’re still in the process of picking ourselves up off thefloor after witnessing firsthand the fact that a 16-year-old YouTuber can deliver us 3 times the traffic in acouple of days that some excellent traditional mediacoverage has over 5 months.”~ Michael Fox
    • 31. Lifetime Value of a CustomerFormula includes: Average number of years a customer does business with you Average revenue per customer per year Estimated costs to deliver products/services
    • 32. ConsiderCost of a lost customer in terms of lost revenueand-Loss of additional customers due to word ofmouthCost of Retention- what do you have to do tokeep existing customers happy?Churn rate- how many customers leave? Andwhat does it cost to replace them?
    • 33. Do The MathCost Per Lead* = (Total Ad Costs) / (# LeadsGenerated)Total Ad Costs = Direct Ad Costs + Indirect Ad CostsDirect Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency FeesIndirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)Marketing ROI = (Revenue – Marketing Cost) /Marketing Cost
    • 34. Think like a publisher, not a marketer.
    • 35. Content Rules
    • 36. Making Content MemorableKeep itSimpleMake itUnexpectedConcreteCredibleEmotionalStory
    • 37. What Does It All Mean? Demystifying the Networks Comparisons and Data
    • 38. If content is King, conversionis queen. -John Munsell, CEO of Bizzuka
    • 39. “If you make customers unhappy in the physicalworld, they might each tell 6 friends. If you makecustomers unhappy on the Internet, they can eachtell 6,000 friends.” -Jeff Bezos, CEO of Amazon.com
    • 40. What You NeedToolsTactics (abilities)Strategy (skill)
    • 41. The Most Integrated Marketing Plan on the Planet
    • 42. Social Media is aningredient, not an entree. -Jay Baer
    • 43. Decide on a Goal,Then Measure It
    • 44. Custom URLS
    • 45. Wrap Up Advice• If it’s integrated, you can measure your results• Make sure you set goals and expectations up front- what can you expect?• Test (A/B), Play, and find what works for you
    • 46. The Face (and voice) of Your BrandNetwork Solutions, Shashi BellamkondaThe Social Media Swami
    • 47. Where do you find your customers?
    • 48. I like to say Twitter is like a bar, Facebookis your living room, and LinkedIn is yourlocal Chamber of Commerce. -BS Stoltz
    • 49. These Are Your Billboards
    • 50. Social media is free in the same way a puppy is free.
    • 51. Let’s get Beyond “Oooh, Shiny!”
    • 52. The End
    • 53. Things you’ll need to consider• Who will be that public face?• Do they have the ability/authority to solve problems?• Frequency of Updates• The “reason” to blog
    • 54. “Social media changes the relationshipbetween companies and customers frommaster and servant, to peer to peer.”
    • 55. “In the long history of humankind those wholearned to collaborate and improvise mosteffectively have prevailed.” ~ Charles Darwin
    • 56. What’s Your Time Worth?
    • 57. Income /2080 = Hourly Rate
    • 58. $40,000/ yr = $19.23/hr
    • 59. Looking for the Sweet Spot
    • 60. InfluenceLikingReciprocitySocial ProofConsistencyAuthorityScarcity
    • 61. RSS- Really Simple SyndicationSubscription- Let Them Come to You
    • 62. Session 2Using Social Media to Connect Your Brand to Your Customers Who to connect to and why? Inbound and Outbound Marketing in a Nutshell Killer content: Engaging Your Audience Elements of making your messages memorable How to Listen as well as Broadcast
    • 63. Don’t Be This Guy
    • 64. Strategy
    • 65. Contact Info:Whitney HoffmanHoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoogle Voice: (302) 482-4599Mobile: (302) 562-6507URL: www.whitneyhoffman.com
    • 66. Cautions
    • 67. Top Social Networks LinkedIn Twitter Facebook Plus, we’ll talk mobile- Foursquare
    • 68. Social Media ROIEfficiency Increase networkReputation Grow TrustDifferentiation Client EducationClient Service/ New OpportunitiesRetention Flexibility, TimelinessPR & Exposure
    • 69. Creating CommunitiesThis is a long term versus short term strategyPeople come to you because of content andadded valueGrows network, fans, evangelistsMust give them something to do- keep it freshor it dies
    • 70. Case StudiesComcast - Increase Groupon: plusses andcustomer satisfaction, minuses- Superbowlreduce loss of Debaclecustomers Motrin MomsZappos- expandbusiness model, buildcustomer base
    • 71. Content Rules
    • 72. Social Media ROI✦ Efficiency ✦ Grow Trust✦ Reputation ✦ Client Education✦ Differentiation ✦ New Opportunities✦ Client Service/Retention ✦ Flexibility, Timeliness✦ PR & Exposure✦ Increase network
    • 73. RSS- Really Simple SyndicationSubscription- Let Them Come to You
    • 74. Case Studies✦ Comcast - Increase ✦ Motrin Moms customer satisfaction, reduce loss of customers✦ Zappos- expand business model, build customer base✦ Groupon: plusses and minuses- Superbowl Debacle
    • 75. Changing Marketplace Everyone can create their own channel of communication- often inexpensively. Everyone can market their own ideas. The problem lies in building the right network for that communication.
    • 76. Megaphones Don’t WorkYou no longer control the entire message
    • 77. They’re Shouting BackYour Customers Now Have A Say
    • 78. You’ve Got Ideas
    • 79. Where is Your Community?Where are Your Audience?Connecting Where It’s Relevant to Them