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  4. 4. Niche thyself• LrOpA
  5. 5. • If something is in abundance I‘m not going to pay allot for it. Most people want to get paid for well for average stuff. »Seth Godin
  6. 6. User Reviews and Recommendations of Top Restaurants, Shopping, Nightlife,Entertainment, Services and More at Yelp.
  7. 7. • "It used to be that there was that old saying, that if a diner has a good experience he will tell one person, but if he has a bad experience, he tells 10ten. Now he tells 10 million.• I‘m practical. I‘m not one of those people who think everyone on Yelp is an idiot. It can be a valuable way to find what‘s working or isn‘t. What‘s dangerous are people who have a camera and know how to type and those are their qualifications for evaluating you."
  8. 8. „No Yelpers‟ Says One Local CafeThe “no yelping” aspect of this has my panties in a bunch. How DARE you ban my opinion?? And for this, I shall not return. EVER. Not the best business plan in the world buddy.Dyed hair, dirty, gothic type staff. Very rude. This business willcollapse into an utter pile of vile soon enough due to the Cafe Nazi. Was in SF on business, will never step foot in here again.Oh and the place has more “rules” than an elementary school.
  9. 9. ―The best form of marketing for any business is when an actual human being validates the experience of the product or service.‖
  10. 10. The only time companies otherthan Groupon make money from their arrangements is when they‘re about to go out of business.• groupon-is-poised-for-collapse/
  12. 12. How to Find the Cheapest Gas Price in Your Area
  14. 14. • You can‘t target everyone and expect to be successful. Not everyone cares
  15. 15. Dont Ignore the Easiest Place to Find CustomersIt can be easy for business owners to ignore their existing customers. After all, youve already won them, right?
  16. 16. • Which is why my advice for anyone trying to succeed on the web is, make the highest-end product you can, and then target the tiny handful of people- the microaudience- who are likely to buy it. Forget the masses. Targeting the latter is too much like trying to win the lottery- though great when it happens (however unlinkely), there are just too many damn variables outside your control.
  17. 17. Tom Peters: The Biggest Underserved Markets• 5q7zkg&feature=related
  18. 18. Focus on the customer Which are the right segmentsYUPPIES Young Urban ProfessionalsYUFFIES Young Urban FailuresMOBY/DOBY Mom/Dad Older –Baby YoungerWOOFS Well Off Older FolksSKIPPIES School Kid with Income+ Purchasing PowerSANDWICHERS Adults caught between caring for their children and their older parents
  19. 19. Who are your customers• GEOGRAPHY Where do they live• DEMOGRAPHIC Age, Income, Gender• PSYCHOGRAPHICS Similar Beliefs attitudes life style• BEHAVIORAL Loyalty, buying habits• PRODUCT RELATIONSHIP How the product is being used
  20. 20. Marketing Persona ChecklistWhat are their demographics?Where do they live?What gender are they?How much education do they have?What is their income level?How many people are in their household?What are their needs?
  21. 21. What is their lifestyle?Do they buy high priced products forshow?Are they conservative in their spendingsuch as keeping cars until they no longerfunction?
  22. 22. What are their interests?What do they like to do in their free time?Are they religious?Do they have special hobbies like birds?Do they like to travel? If so, how and where?Do they participate in sports or follow it onvarious media outlets?
  23. 23. Who influences their product choices?Are they the primary purchaser for ahousehold?Are they the mother who does most of theshopping?Who do they consult about purchases?influencers can included their spouse orpartner, children, parents, friends and otherpeople or groups?
  24. 24. What are their past behaviors?How do they spend money?How does this relate to your company?What have they bought and at what point inthe offering cycle (full price versussignificantly reduced price?)
  25. 25. Why do they interact with yourcompany and your competitors? Do they like or dislike your products? What are the specifics? How do they feel about your competitors products? Are there stumbling blocks to buying and using your products?
  26. 26. What do they want from your company?Are they just looking for basic products atthe lowest cost?Do they want special help using them?Do they want to be actively involved as afan?
  27. 27. Where do they look forinformation about your product category?Do they go online for research?Do they use search engines?If so, how and what types of words do theysearch on?Do they participate in social media forshopping?
  28. 28. What type of information do they want? Are they looking for product details,customer reviews, purchase information, product support or other options?
  29. 29. Where are they when they look for information?For example, are they snacking in between otheractivities or are they researching for specifics.What type of device(s) are they using?Are they on a smartphone in your store or yourcompetitor‘s?What are their time constraints for content consumption and for purchasing?
  30. 30. What characterizes the customer or conversation that you‘reafter?What are your thoughts about how Facebook will help youreach a business goal?What approach to the social web makes the most sense forengaging identified customer personas and communities forthe desired business outcome?
  31. 31. • Decided what you‘re trying to do and what success looks like• Be explicit about the assumptions your making and have a plan for testing them• Decide in advance on milestones or check points to determine whether to continue• If a decision is made to stop define the barriers and failures clearly
  32. 32. Do you know what action youwant them to take?What will that action do for yourbusiness?
  33. 33. The Social Media Perception Gap
  34. 34. How do you measure ROI?• Fan base growth: Hitting 1,000 fans or followers over a set period of time• Customer acquisition: Getting 50 redemptions per campaign on social media offers• Support of direct marketing: Adding 200 names to your e-mail database per month• Engagement: Achieving 20-percent participation by your fan base (e.g. Facebook "likes" and comments)
  35. 35. Catch Factors• Urgency (Why do they need it?)• Impact (What will result?)• Effort (How hard will it be?)• Reputation (Can I trust you?) and• Intent (Why should I buy from you?)
  36. 36. Untroubled unaware• They don‘t know they have a problem
  37. 37. Write a description of your perfect customer
  39. 39. • Who would we like to have as customers• Who is most likely to influence the purchase of your product• What prevents the consumer from buying• What are the customer expectations from your product• How do they buy products• What emotional, psychological, or status benefit do(could) people derive from using the product• How can you create a social or group experience with your product• What Problem or pain will your product solve• Who are you creating value for• How do you help customers evaluate your organization• What is your market potential or projected growth rate• What do your customers currently pay• How do they pay• What key buyer values drive customer purchasing process• How well are the competitors positioned related to the key buyer values and loyalty values• What products do you have that are successful? Do we know why?• What products do you have that are not successful? Do we know why?• What do you like about your competition• What are they doing right• What are they doing that is not working• How do you differentiate yourself from the competition• How might you increase consumption of your product• Who uses your product bc of some benefit you did not foresee• Who are you selling to?• What are their goals and aspirations?• What are their problems?• What media do they rely upon for answers to their problems?• How can we reach them?• What things are important to them?• What words and phrases do they use?• What are they really buying from you?• What images and multi-media appeal to each persona?
  40. 40. What markets are you in• What markets would you like to penetrate• xgp428
  41. 41. Existing Product Existing ProductExisting Market New MarketNew Product New ProductExisting Markets New Market
  42. 42. Map out the customer experience, what are the biggest points ofinconvenience, frustration, and poor results.
  43. 43. Best Buy• rTzIAWI4Ms&feature=player_embedded#a t=41
  44. 44. Word of mouth is generated by surprise and delight or anger.• This is a function of the difference between what you promise and what you deliver
  45. 45. • You dont win because you did a good job, you win because you so dramatically exceeded expectations.
  46. 46. Zappos‘ Tony Hsieh Delivers Happiness Through Service and Innovation• -tony-hsieh-happiness/
  47. 47. The customer is always wrong, says Web retailer• ess/28borker.html?_r=2&pagewanted=all
  48. 48. • 75% of all searches involve organic SEO, Paid SEO (PPC, Pay Per Click) makes up the other 25% . So Organic SEO is 300% more effective.. makes you think, doesn’t it?
  49. 49. Branding• ding-101-presentation
  50. 50. • It is no longer a one-way broadcast medium, everyone now has access to an online printing press that can potentially reach tens of millions of people.
  51. 51. "Branding Only Works on Cattle,"• Marketing%20Matters/MarketingMattersNewsletter10130 8/Brands_are_Dead_Transitioning_From_Brands_to_Be haviors.aspx
  53. 53. Engagement is a sense of personal relevance.• It‘s not about how many @ replies on Twitter you get, how many Likes you get on Facebook. It‘s about how personally relevant is what you are doing to the community you‘re doing it for.
  54. 54. • Social Objects can take the form of a myriad of other conversation catalysts including…• Earned media is the result of our owned, paid, and participatory media programs and is reflected in the blog posts, tweets, status updates, comments, and ultimately actions of our consumers, peers, and influencers. Earned media is ideally linked to owned media campaigns as well as proactive initiatives that attempt to incite viral and word of mouth activity.• Owned Media – media that is essentially, controlled by the brand. Owned objects are social objects produced by the company and introduced to each network in a variety of formats, text, video, audio, experiences, etc.• Paid Media represents the visibility we purchase, such as display ads, paid search, and sponsorships. When paired with owned and earned media programs, paid media serves as a hub for complementing, reinforcing, and polishing brand voice, directives, mission, and stature. While many argue over the future and fate of advertising, what‘s clear is that online paid presences can benefit initiatives where action and experiences are defined and promoted through the click path.• Participatory Media – Representing an extension of earned and owned media, participatory media takes the shape of a hosted hub where brand representatives and our communities can interact and collaborate. Go-to examples usually include Dell‘s IdeaStorm and Starbuck‘s ―My Idea‖ network which resemble branded wikis designed to elicit responses, dictate direction, establish community-focused governances, etc. Participatory media equalizes the balance of power, providing a dedicated platform the gives voice to the consumer and a channel for their ideas to trigger transformation or change.• Sponsored Media - This new category fuses owned, paid, and earned media. Sponsored media is one that is championed by companies such as Izea, MyLikes,, Twittad, among others and is creating a new medium for packaging messages through trusted voices within highly visible and social channels. Sponsored media can take the form of paid tweets, blog posts, appearances, and featured objects on targeted profiles. And, whether you agree or disagree with the idea, the reality is that they work and they seem to benefit all parties involved, from brand to paid affiliates to their communities• Businesses are presented with a unique moment in time through interactive technologies to directly capture the attention of their audiences and ultimately stakeholders, through the creation, propagation, and connection of these social objects. However, access to new, expansive, and dynamic platforms does not guarantee our ability to earn and captivate audiences. Our ability to connect and reconnect is driven by our understanding of the unique needs and requirements of those consumers defining our markets and our mastery of the tools and services that form parallel contextual networks.
  55. 55. The Experience Economy: Work Is Theater & Every Business a Stage &sr=8-3
  56. 56. Mass Customization• ZCyJCk&feature=related
  57. 57. The Customer experience• The sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.
  58. 58. Peter Morville’s “Facets of User Experience.”
  59. 59. Hassenzahl‟s Model Of User Experience
  60. 60. Hassenzahl‟s Model Of User Experience• Usability• Identification• Stimulation• Evocation
  61. 61. • Using social media without a strategy is like writing your message on a paper airplane and aiming it out a window. Before you start engaging with customers you need to be prepared with what your goals are. Determine who your audience is, plus where and how to reach them. Most importantly you need a plan for how you will monitor the converation, respond to feedback and funnel it back into the company so you can be continuously improving. Jennifer Cisney – 1000 Words Chief Blogger and Social Media Manager Kodak
  62. 62. Goals• Developing audiences• Increasing sales & conversions• Generating traffic• Building brand awareness• Improving customer service
  63. 63. • Most companies will put up a giant megaphone to the internet and ―listen‖ to the conversations, spending time finding out where people are talking about the things they care about first – for 6 months and longer. This allows you to determine where people are talking about the things you care about (your brand assets and relevant topics), what they are saying, who‘s saying it, and how they feel about it. With that type of insight, you can more effectively determine a social networking strategy, engaging targeted networks and people with a specific message or goal. Laura Lippay - Lip Service Founder, Online Visibility Ex-Yahoo Marketing Director & Ringling performer
  64. 64. • Would you pick up a phone and randomly dial 10-digits? Unless you‘re prank calling, probably not. (Darn you, caller ID). The phone is a tool for communication, just like social media is a tool. Before making a phone call, sending a tweet or launching a blog, strategy is essential. It will guide the decisions you make, the platforms you use and how you interact. Sarah Evans Founder, Sevans Strategy
  65. 65. • Strategy before tactics means, essentially, think before you talk. In other words, in any social-media effort for marketing or other business purposes, it‘s important to do a gut check. What is your corporate culture? Who are you? This leads to other key questions: What do you want to say? What do you seek to accomplish using social media? what are the ground rules, the map to follow? This doesn‘t have to be a 500-page manual or anything, but do look before you leap. Julio Ojeda-Zapata – Your Tech Weblog Technology writer and columnist at St. Paul Pioneer Press Author, Twitter Means Business
  66. 66. • You must know the ―why‖ part first, before you build anything, and use a listening strategy to determine early on what tactics will actually be successful with the people you want to reach. The strategy first approach saves time and doesn‘t waste valuable resources. Deirdre Breakenridge – Juicy Bits Blog President, Executive Director of Communications Mango! Creative Juice Co-Author, Putting the Public Back in Public Relations & PR 2.0
  67. 67. ―As a venture capitalist, I have tolisten to hundreds of entrepreneurs pitch their companies. Most of these pitches are crap!!! • »Guy Kawasaki
  68. 68. The Art of Pitching Ideas1. Problem2. Your solution3. Business model4. Underlying magic/technology5. Marketing and sales6. Competition7. Team8. Projections and milestones9. Status and timeline10. Summary and call to action
  69. 69. Get in their HEADS TALK TO THE MARKET•• 2535• 2806-28.29
  70. 70. The Paradox of Choice - Why More Is Less
  71. 71. • How important is it to be on the first page or ideally ranking number one on the first page?• How important is ranking to get people to click through to your site when there are thousands of other companies competing to be on page one?
  72. 72. • 93% of buying decisions start with an online Google search.
  73. 73. • The first ranking position in the search results receives 42.25% of all click-through traffic• The second position receives 11.94%• Third position on the first page obtains 8.47%• The fourth placed position on page one receives 6.05%• The others on the first page are under 5% of click through traffic• The first ten results (page one ) received 89.71% of all click-through traffic,• The next 10 results (normally listed on the second page of results) received 4.37%• Third page receives a total of 2.42 %• The fifth page receives a total of only 1.07%• All other pages of results received less than 1% of total search traffic clicks.
  74. 74. SEO• content/uploads/2010/05/How-to-Create- Compelling-Content.pdf
  75. 75. Off-page elements eat the biggest slice of SEO pie• Take a look at the pie chart below, generously provided by Rand Fishkin of SEOmoz:• A quick review of the chart reveals that when it comes to SEO, what people do in response to your site on other sites is way more than half the battle:• 23.87% – The general trust and authority that your domain has due to quality incoming links is the largest indicator of SEO success. Google treats links that flow into your site steadily over time as an indication that other people trust your site, find value in it, and reference your content as an authoritative citation. Therefore, Google trusts your site too.• 22.33% – The number of links to a specific page on your site matters a lot too. That‘s why the engagement and quality of the content of the page is directly related to the probability of attracting natural incoming links.• 20.26% – The anchor text of links from other sites (anchor text is the words used in the clickable portion of a link) matters because this is Google‘s way of finding out what your page is about according to other people, not just the keywords you choose to use.
  76. 76. 10 Things I Wish All Bloggers I Read Would Do• a-reader-i-wanna-see-in-your-blog- content/
  77. 77. • 93% of buying decisions start with an online Google search.
  78. 78. • There‘s an ―old‖ saying in the SEO industry that ―content is king.‖ This is not necessarily true. In my experience, good content is king. Study after study has shown that when people use search engines, they are primarily seeking one thing: information. They are not seeking to be impressed by fancy flash sites. They are not looking for a virtual piece of art.
  79. 79. Four Ways to Use Content to Massively Amp Your Social Media ROI• 1) Write really good stuff• 2) Find really good stuffYou know that friend of yours that knows the best places to eat, shop and hangout – what‘s new and what‘s now? They‘re your go to person when you need to know.
  80. 80. • 3) Filter really good stuff• Using combinations of tools like Feedburner, delicious, Twitter search, backtype, Yahoo Pipes, Google Reader and Google Alerts even non techie types can create automated individualized RSS feeds to serve to specific clients and industries.
  81. 81. • 4) Make exclusive offers• Hey, people get engaged by a deal. A special offer is content in my mind.
  82. 82. • 8esI&feature=related•• EWe8&feature=player_embedded#
  83. 83. The Pareto principle(also known as the 80-20 rule,[1] the law ofthe vital few
  84. 84. states that, for many events,roughly 80% of the effectscome from 20% of the causes
  85. 85. Demand generation• Inbound Marketing:• Outbound Marketing:• time-to-transform-your- marketing?from=ss_embed
  86. 86. INBOUND MARKETINGfocuses on getting found by customers • Content (Blogs, videos, white papers, eBooks, etc.) • SEO (Search Engine Optimization and keyword analysis) • Social media (Twitter, Youtube, Facebook, etc.) • Premission based Email Marketing • Pay Per Click Marketing
  87. 87. Outbound Marketing:• Inside Sales/Telemarketing• Outsourced Lead Generation• Outsourced Appointment Setting
  88. 88. SEO• (Search Engine Optimization and keyword analysis)
  89. 89. Keywords• For a simple exercise on this front, sit back and look at your page, and ask yourself honestly,• ―What keyword is this page good for?• How good is it compared to other pages on that keyword?‖• Your keyword strategy will reveal itself from there. If there‘s more than one keyword phrase revealed, you may be looking at two different pages that were mashed into one. Read more: Optimization-Mistakes-That-You-Are-Making.aspx#ixzz10q2pEQFR
  90. 90. Keywords• ORD_IDEAS#search.none
  91. 91. Keywords• nar-replay-100623/
  92. 92. SEO• Blogs: Blogger, WordPress, ExpressionEngine, LiveJournal, OpenDiary, TypePad, Vox, Xanga• Videos: YouTube, Dailymotion, Metacafe• White Papers: WhitePaperSource, The Direct Marketing Association (DMA)• EBooks: eBooks, NetLibrary
  93. 93. Social Media Marketing• (Twitter, Youtube, Facebook, etc.)
  94. 94. Email Marketing• Hire an ESP (email service provider). "If youre still sending emails from Outlook, give up,".• Build a custom template. "Your business is unique, so why squeeze yourself inside someone elses creative box?―• Send messages on a regular basis. People dont want too much email; nor do they want too little.• Study your reports. "Open rates, click-through statistics, whats working and what isnt?" Theres no time like the present.
  95. 95. Word of Mouth
  96. 96. A new study shows that those who are fans or followers of abrand on Facebook or Twitter, respectively, are significantlymore likely to buy products and services or recommend thebrand to a friend.
  97. 97. If your audience is not taking action in social media what is itall for?
  98. 98. • Influence is a temporary and continuously fluctuating state of being for any individual.
  99. 99. • the Internet isnt connecting us as much as we think it is. Its largely home to weak, artificial connections, what I call thin relationships.• Nominally, you have a lot more relationships — but in reality, few, if any, are actually valuable.
  100. 100. Plain and simple• Engagement is all about maximizing the value of your audience – increasing the frequency they return to the site, the tendency to tell their friends and the probability of them making a purchase.
  101. 101. Newsletters• Send a regular scheduled communication
  102. 102. Top Tips for Maximizing the Entry Rate of your Social Media Campaigns• Tip #1: Don‟t make your users scroll! put the most critical elements (e.g. the ‗Enter Now‘ button, the prize details, eye catching images, your brand name) above the fold.
  103. 103. Tip #2: Don‟t make your users think!• Within a glance users should be able to understand what your campaign is all about and why they should enter.
  104. 104. Tip #3: Emphasize the Prize• The best promotions have the prize details and pictures front and center, making it crystal clear to the user what is at stake in the promotion.
  105. 105. Tip #4: Make the „call to action‟ completely obvious• One of the worst mistakes companies make is to make it confusing or hard for consumers to find the main call to action (e.g. the ‗enter now‘ button)
  106. 106. Tip #5: A Picture‟s Worth A Thousand Words .• Use bright, attention-grabbing images in your promotion
  107. 107. Use the 10 second test on your landing page• if you only had 10 seconds to look at this promotion page, would its message be clear?• Would you know what the campaign is about and what you could win?• Is the call to action clear?• Are the images clear and attractive; does the design reel you in?
  108. 108. How to Engage and what to use• cmos-guide-to-the-social-media-landscape
  109. 109. Supply useful information.This is especially important for complexproducts that customer might not understand.How to videos,bulletin boards,eBooks and/or webinars to explain how to usethem.
  110. 110. Stanford Guidelines for Web Credibility• ex.html
  111. 111. Answer questions• Consumers won‘t buy until you overcome their objections and respond to their queries and issues.
  112. 112. Celebrate loyal fans.• At a minimum, thank customers and members of your community. Give fans a place to strut their stuff. It can be a member‘s gallery or a board to discuss the topic of the week.
  113. 113. • Expand your brand. Peter Shankman recommends creating experiences around your brand while
  114. 114. Get Graded• Invite customers to contribute to the conversation. Ask purchasers to review and rate your products. Understand that consumers don‘t trust advertising, they trust other consumers.
  115. 115. • No less than 5% of your payroll should go toward data analysis.• Who is your customer?• What is she buying?• How often?• After what event(s)?• Which version of the product sells better?• At which price point?• Which version of the packaging is more appealing?• Which salesperson is more effective with which customer cohort?• What zip code is responding most to your ad?• How quickly/reliably/effectively does your product accomplish its stated goal, or your vision for it?• How satisfied are your customers?• Your analysts should be setting up systems to collect these data streams and then chugging through the numbers to help you drive the company.
  116. 116. Five Social Media Trends for 2011• Consumer Content Curation• Consumers are realizing that following eleventy-hundred brands on Twitter and Facebook is getting them some good coupons and deals, but it‟s also turning their walls into malls, which is getting overwhelming.• Therefore, what‟s happening in Facebook is that consumers are turning off brands posting to their walls, using Friends lists to pay close attention only to their “real” friends, and commenting on or sharing only when something is really juicy. In Twitter, a company called Cadmus aims to change the way we view our streams by determining what content is most relevant to you based on your Twitter usage patterns.
  117. 117. • Niche Location• 2010 may have been the year of location, but 2011 will be the year of Niche Location. While true that only 4% of the Internet population is using location based services (LBS), there‘s no question that Foursquare and Gowalla were media darlings this year.• Services like shopkick appeal to in-store shoppers who love bargains – and who only want their location to be known to the store they want to shop at. New platforms like Foodspotting appeal to the foodie niche;
  118. 118. Aps• Five important mobile app findings for news orgs• A new report out today gives news organizations reasons to start thinking mobile apps (if they haven‘t already). The Pew Internet and American Life Project partnered with Nielsen to survey cellphone users on their app habits, finding that about 43 percent of cellphone users have an app on their device, though only about 29 percent actually use them. With smartphone market share expected to accelerate its rapid growth, app usage is also sure to increase. Here are five data points from the Pew-Nielsen report that stood out to me as noteworthy for news organizations:• Young people like apps• Struggling to get those young consumers? They‘re the single most app-friendly bunch. About 47 percent of 18- to 29-year-olds said they‟ve downloaded an app, compared to 39 percent of 30- to 49-year-olds and just 14 percent of 50-plus. That‘s important, particularly when paired with a previous Pew finding that showed that young people have taken to giving mobile donations. That‘s a good mix for nonprofit news organizations. (Though even with Apple‘s newly explained rules, in-app donations aren‘t allowed on the iPhone.)• People who use apps consume news online• Apps could be a good way to hang onto your audience, letting them follow you onto another platform. The report surveyed app users about their online activities, revealing that they are more likely to be online news consumers than are non-app users: 90 percent of app users consume news online, compared to 75 percent of non-app users. Also, they are more likely to visit a video sharing site, 80 percent versus 66 percent.• News apps do relatively well• As part of the study, Pew used Nielsen numbers that asked active app users (those who had downloaded at least one app in the previous 30 days) what apps they‘ve used in the past month. Sure, news apps aren‘t at the same level as puzzles and strategy games (36 percent), Facebook (42 percent), or Google Maps (35 percent), but look down the list and the news apps start to appear. Nine percent of users said they‟d used a CNN app in the past month, 8 percent USA Today, 7 percent New York Times, and 7 percent Fox. Other local apps for food and entertainment pull in similar percentages, perhaps a good indicator for local news organizations. The king of the news/weather category, unsurprisingly: The Weather Channel‘s app, used by a whopping 32 percent.• People digest apps in small doses• The study found that most users who use their apps daily do so for less than 30 minutes. Asked for context, 71 percent said they use their apps when they‘re alone, 53 percent while waiting for someone or something, and 36 percent while commuting. (Hopefully they‘re not driving.) It seems like people want a few moments here and there with their apps, a use case where a good headline or a snappy lede is particularly important.• People will pay• Free apps are still most popular; of Nielsen‘s recent downloaders, only 37 percent had downloaded even a single paid app in the previous 30 days. But among paid apps, the majority were $2 or more, belying the common idea that 99 cents is the price point with the best chance for success. The dollar amounts are small — only 23 percent of paid apps cost more than $5. But they‘re still greater than zero — the amount many have proven willing to pay for content on the web.• [Editors note: Originally, we accidentally published this post too early and jumped the gun on an embargo. Our sincere apologies to the Pew Research Centers Internet & American Life Project, who have since lifted the embargo.]• Laura McGann | today | 11 a.m.• Tags: Apple, apps, CNN, Facebook, Fox, Google, iPhone, mobile, New York Times, Nielsen, paid apps, paid content, Pew Internet and American LIfe Project, smart phones, Sudoku, USA Today, young people•
  119. 119. Square Now Processing Millions Of Dollars In Mobile Transactions Every Week• now-processing-millions-of-dollars-in- mobile-transactions-every- week/?utm_source=feedburner&utm_medi um=feed&utm_campaign=Feed%3A+Tech crunch+%28TechCrunch%29
  120. 120. Proximity-Based Marketing: MobileDevices Untether Advertising from Media” “examines state of affairs for this emerging form of marketing in a 15-page industry paper that includes eight charts and graphs and an appendix gauging proximity marketing activities in 210 U.S. markets. It gauges mobile proximity-based advertising at $200 million this year, swelling to $760 million in 2011 and springing to $6 billion by 2015.
  121. 121. Social GamingI love this topic. Not just because I‘ve recently become a FarmVille addict, but because it‘s such a natural. After all, we‘ve been buying the large McDonald‘s Coke for decades just to get the Monopoly piece.
  122. 122. QR Codes
  123. 123. • Group Buying and Facebook Commerce.•• 1xQ&feature=player_embedded•
  124. 124. • First, we should define what a ―conversion‖ is, in the context of your goals for Facebook participation.
  125. 125. • Is it attracting ―Fans‖, signing customers up for a free sample, getting visitors to redeem a Facebook coupon, or making direct product or service inquiries?
  126. 126. The World‟s 20 Most Popular Facebook Pages• worlds-10-most-popular-company- facebook-pages/
  127. 127. Facebook Marketing: The Busy Person‟s Cheat Sheet• marketing-cheat-sheet-2010-10
  128. 128. 3 Tips for Maximizing Engagement With Facebook “Likes” and Shares• like- share/?utm_source=feedburner&utm_med ium=feed&utm_campaign=Feed%3A+Mas hable+%28Mashable%29
  129. 129. The “Like” button has many benefits• Its published to the person‘s Facebook feed, driving referral traffic to the website.• ―Liking‖ adds data to the user‘s profile on Facebook.• ―Liking‖ is an easy way for users to make a connection with the things they have an affinity for• Publishers that can subsequently share news to the feeds of Facebook users who have ―Liked‖ that item on their site.
  130. 130. • The average ‗liker‘ has 2.4x the amount of friends than that of a typical Facebook user.• They are also more interested in exploring content they discover on Facebook — they click on 5.3x more links to external sites than the typical Facebook user.‖
  131. 131. Example of an Effective Application of Both “Like” and “Share:”―Like‖ the helmet:
  132. 132. Share a question about the helmet:You can also drive more referral traffic by enabling your site visitors to shareto multiple social networks simultaneously, as Giantnerd does in the exampleabove.
  133. 133. Optimize Your Content for the Facebook Feed
  134. 134. These Facebook Stats Will Make You Love The Like Button• stats-will-make-you-love-the-like-button/
  135. 135. Facebook Ads•
  136. 136. benthomas48@hotmail.com518-653-1851
  137. 137. • Your own business domain name (Cost $20)• Videos from YouTube (Free)• Email subscription to the blog (Free)• Images (Free)• Content loaded as easily as using Microsoft Word• Links to other content and websites• Menu across the top• Polls and surveys for your customers• Traffic statistics for the Blog/Website• Moderation of comments• Plus many other free features provide by plugins at no cost• Note: Cost is less than $40 and a bit of time and help from your teenage son, daughter or friend if necessary.
  138. 138. • 450 Billion spent on marketing and only 50 mill on Customer Service. @MarshaCollier
  139. 139. Mobile Marketing: 56 MUST Have Facts [Data Included]• must-have-facts/
  140. 140. 8 Ways Social Media Marketing Yields ROI• return-on-social-media-marketing/
  141. 141. • Over the three months leading up to the tournament, we (in order of occurrence):• Researched and followed Clevelanders who listed golf in their profiles (Twitter Grader) — Least Successful• Researched and followed Ohioans who listed golf in their profiles (Twitter Grader)• Researched and followed Ohio and Cleveland sport fans (Twitter Grader)• Researched and followed golf Twitterers with the best Twitter Grades (Twitter Grader)• Started following all professional golf tournaments• Monitored and followed all Twitterers discussing ―golf,‖ ―PGA,‖ ―Senior PGA,‖ and various player names. ( — Most Successful• Reviewed the followers of other professional golf tournaments and started following them• We were able to attract 908 followers in a three month window.
  142. 142. Paid Search, powered by a crowd of experts.•
  143. 143. • 73 percent of Fortune 100 companies registered a total of 540 Twitter accounts.• About three-quarters (76 percent) of those accounts did not post tweets very often.• More than half (52 percent) were not actively engaged (This was measured by engagement metrics such as numbers of links, hashtags, references and retweets.)• 50 percent of the Fortune 100 accounts had fewer than 500 followers, a small number in relation to the size and reach of a major corporation.• 15 percent were inactive; of those,11 percent were merely placeholder accounts — unused accounts to protect corporate names against so-called brand-jacking on Twitter — and 4 percent were abandoned after being used for a specific event.• 26 percent of their Twitter accounts were primarily used as a one-way flow of information (either by RSSnews feeds or manual tweets) that offered no engagement with followers.• Tweets did not provide opinions or encourage discussions.This contradicts the value of Twitter as a two-way dialogue to build relationships with customers and advocates.• A sizeable 24 percent of the Twitter accounts were primarily used for brand awareness.• Many appeared to be on Twitter simply to have an online presence.• They did not use the platform to reach out to the community and demonstrate that their brand is a trusted source of valuable information, a business that not only talks but also listens to customers.• Surprisingly, only 16 percent of the Fortune 100 accounts were used mainly as sales vehicles for company products and services.Other companies did not appear to understand that sales growth can be achieved by posting special Twitter offers, coupons, limited bargains and sales prices, or by searching for customers who mention a company product and reaching out to them to build a relationship.• Customer service was the focus of only 9 percent of the accounts; it is highly likely that these companies are worried about corporate reputation — posts that might be damaging to a brand.In addition, success requires a commitment to respond ―quickly to customer queries, suggestions or complaints. Note: According to Twitter’s own best practices, “your reply should come within a day, if not within hours”.• ―Thought leadership appeared to be the least prominent Twitter strategy by Fortune 100 companies, with only 8 percent focused on it. Corporate reputation and authority can be extended onto Twitter, but are most effective only after thought leadership is demonstrated in newspapers, trade publications or recognized by analysts and bloggers. This I think demonstrates the blog and website as your ―home base‖ and Twitter as your one of your ―Outposts‖• Finally, another 14 percent of accounts were used for other reasons such as recruitment or employee-specific information, or their accounts were locked and not visible.These companies were unable to build relationships with interested communities.
  144. 144. • Establish your goals• Get input from your stakeholders• Where are your buyers• Map influencers• Map responsibilities• Establish your content strategies• Set up your channels• Set up your metrixs• Set up your engagement strategy• Develop a social media policy• Publish your content• Monitor and measure• Harness the power of your network• A Quick Start Guide to Social Media for Business
  145. 145. What I told that they needed to do, before being able to collect the social media currency they coveted:• Build a website that is conversion friendly and sticky (e.g. is intuitive and makes it easy for users to interact with it and share with friends)• Begin engaging within relevant Facebook groups & posting on relevant Facebook pages (not with promotional messaging, but instead with content that adds value to the community)• Begin following relevant Twitter users and retweet the content of said Twitter users• Begin commenting on influential blogs and forums (not with promotional messaging, but with content that adds value to the community)• Begin linking to said blogs and forums from within their own site‘s content• Begin attending industry events and mingling with influential peers (don‘t just promote yourself or your brand. Add value to the conversation)• Begin to gradually connecting with these influencers via email and other online communication channels (not to promote yourself, but to genuinely connect and add value to their efforts)• If they have a substantial email database, start thinking about innovative ways to encourage email subscribers to engage with your social profiles and social content (some of your subscribers might be influencers)• Think about the proportion of your perspective consumers that prefer to consume contact via mobile devices (including tablets) and then figure out what you‘re going to do to accommodate them (some of your niche‘s influencers might prefer mobile formats)
  146. 146. • How effective are your organization in learning from failure on a scale of 1-10
  147. 147. Facebook Analytics• 388/• ways-of-tracking-facebook-page-statistics- and-analytics/
  148. 148. •• 518-653-1851
  149. 149. Should you outsource your social media efforts• your-social-media-efforts-leyl-master-black
  150. 150. 101 Online Video Stats to Make Your Eyes Glaze Over• e-marketing/101-online-video-stats-to- make-your-eyes-glaze-over-023074
  151. 151. Social Network by the numbers• content/uploads/2011/04/social- networks.jpg
  152. 152. Social media content by format type
  153. 153. How often should you post on your Facebook pages? Well obviously there is no exact ideal number, but there is a range. Typically if you post fewer then 2 posts a week, you will not engage your audience enough for them to maintain a social connection with you, and you will lose engagement. If you post more then 2 per day (as a brand) you will typically lose engagement. That means the ideal number is between 5 - 10 posts per week as a brand, and as a media company, this is typically 4 - 10x higher, as news are information people engage with all day long.
  154. 154. iSpy Conspiracy: Your iPhone Is Secretly Tracking Everywhere You‟ve Been!5793925/your- iphone-is-secretly-tracking-everywhere- youve-been
  155. 155. Can Geolocation Apps Win Over Smartphone Users?
  156. 156. Measuring Your Social Media Success with Google Analytics your-social-media-success-with-google- analytics/#ixzz1LPAozkWs
  157. 157. How to Develop a Twitter Hashtag Following
  158. 158. By The Numbers: HowFacebook Says Likes & Social Plugins Help Websites numbers-how-facebook-says-likes-social- plugins-help-websites-76061
  159. 159. 5 Big Trends in Mobile CommerceMobile purchases are on the rise: 47% of smartphone owners and 56% of tablet owners plan to purchasemore products on their respective devices in the future. Roughly half of smartphone and tablet users believethere are benefits to shopping on a mobile device, a number that would likely be higher if users found mobileapps and websites easier to use (see last bullet).Device dictates behavior: One-third of smartphone owners use their devices to make mobile purchases,while less than 10% of feature phone owners make purchases with theirs.Virtual wallets are catching on: A full 20% of smartphone owners have used their devices as a virtual wallet(we suspect many of these have done so with the Starbucks app) and 28% expect to do so more in thefuture. A quarter of tablet owners — consistently the most willing to experiment with new technologies —have used their tablets as a virtual wallet in stores; 39% plan to do so more in the future.Mobile coupons and barcodes are catching on more quickly: Although virtual wallets usage is increasing,more smartphone and tablet owners expect to increase their use of mobile devices to look up moreinformation about a product (between 55% and 57%) or use a coupon (between 53% and 54%). Nearly halfof smartphone and tablet owners also said they planned to scan barcodes more often to get additionalinformation about a product, suggesting that barcode scanning might indeed be poised to hit the mainstreamin the next few years.Data security and user experience are the two biggest barriers: Worries about the security of theirpersonal and financial details might be preventing many from embracing m-commerce fully. More than 60%of both of smartphone and tablet owners said they believe it is not safe to share those details on their mobiledevices, underlining a need for education about security issues. Furthermore, 54% of smartphone users and61% of tablet users said they find mobile applications and websites ineffective and difficult to use, furtherdiscouraging purchasing on those devices.
  160. 160. Moments of Truth Marketing―When the customer comes into contact with anyaspect of the company/person, however remote,and thereby has an opportunity to form animpression.‖ Jan Carlzon
  161. 161. Zero Moment of Truth (ZMOT) The moment you check online for reviews or additional information before you make a decision about a product or service. The ZMOT occurs when a person checks a movie‘s reviews before buying tickets, or compares hotel reviews before finally making a decision about that romantic getaway.
  162. 162. 1. Identify and prioritize each customer episode or contact. This means thinking about every time the company comes in contact with an internal or external customer either in person, by phone or email, or through Company process or system (It can be remote interaction, phone interaction or face to face interaction) Firms should then determine which of these customer contacts would have the most impact on customer satisfaction.2. Develop alternative customer responses. Think of some alternative ways that could improve firm response in each of these customer contact opportunities.3. Decide which responses will delight the customer. Choose the response that will most likely pleasantly surprise the customer and thereby not just meet, but exceeds their expectations. ―Delight‖ Moments of Truth provide unexpected, thoughtful, delightful experiences for the customer. Knowing customers likes and dislikes makes this easier.
  163. 163. 4. Create a service standard to ensure basic customer satisfaction. Whena response delights the customer, think about writing it down and using itfor all of the customers. That‘s when it becomes a standard. Be careful,after a customer has become accustomed to this ―delightful‖ Moment ofTruth, they may begin to expect the experience and this becomes a ―basic‖Moment of Truth. Exceeding expectations requires a continual desire toimprove. Firms will need to remain creative to continue to delight thecustomer.5. Measure customer satisfaction on each Moment of Truth. Find a way tocontinually check to see if it‘s time to improve or change the standardresponse. Strive to provide breakthrough quality service on specificMoments of Truth by using the personal thoughts and creativity ofeveryone in the organization
  164. 164. Here are some FMOT vs. ZMOT examples that illustrate how ZMOT has turnedconventional brand wisdom on its head:FMOT: A consumer would get to the shelf, pick up a bag of chocolate chip morselsand follow the recipe on the back of the bag, possibly keeping the physical bag tokeep a record of the recipe.ZMOT: Consumers are going to the internet and researching the cookie recipe inadvance of buying a bag of morsels from a store shelf.FMOT: Consumers arrived at a fast food restaurant and scoured the menu on thespot to decide what to order.ZMOT: Consumers go online to research their food options, perhaps looking forhealth and value, in advance of getting in line to place an order.
  165. 165. FMOT: Consumers found out about a local brands promotional event (like freeice cream day) via stumbling upon it, or by seeing a flier posted in theneighborhood.ZMOT: Consumers become aware of these events in advance either through e-mail newsletters, becoming fans on networking sites, or following brands onsites like Twitter. Not only that, but they can tell hundreds of their friends andfamily all about it in real time with one quick social networking status post.FMOT: Consumers waited for their monthly beauty magazine issue to arrive, tolearn about the next seasons hot looks.ZMOT: Consumers are going online to find inspiration for their own looks, andto get tips and tricks from experts -- or to take their cues from a favoritecelebrity.
  166. 166. Stimulus•Noticed advertising while browsing online•Saw/tried product at the house of a friend/family member•This is a brand I grew up with•Looked at/read magazine advertisements•Saw an ad on an outdoor billboard•Read magazine articles/reviews/information•Saw an ad in a newspaper/newspaper insert•Read newspaper articles/reviews/information•Looked up brands/retailers in the Yellow Pages•Attended a show or event where product were featured•Received mail at home from a brand/manufacturer (e.g., catalogue, brochure)•Received mail at home from a store/retailer (e.g., catalogue, brochure)•Read information in an email received from a brand/manufacturer•Read information in an email received from a retailer/store•Tried a sample/experienced the product at a special event•Heard it discussed on the radio•Saw advertisements on television•Watched a TV show that featured the product
  167. 167. FMOT First Moment of Truth•Tried a sample/experienced the product in a store•Talked with a salesperson or associate in the store•Talked with a customer service representative on the phone•Looked at the product package in the store•Read brochure/pamphlet about the product in the store•Used product coupon I got at the store•Used computer in the store to look up information on product•Used a loyalty card/frequent buyer card•Redeemed a gift card/rewards card SMOT Second Moment of Truth•Mentioned it to friends/family•Mentioned it to a co-worker•Took a survey•Wrote a customer review on a website•Wrote about it on a Facebook page•Posted Tweets about it•Wrote about it in a blog
  168. 168. ZMOT Zero Moment of Truth•Talked with friends/family about the product•Searched online, used a search engine•Comparison shopped products online•Sought information from a product brand/manufacturer website•Read product reviews or endorsements online•Sought information from a retailer/store website•Read comments following an article/opinion piece online•Became a friend/follower/‖liked‖ a brand•Watched videos about product online•Read/visited a blog that discussed product•Searched the web for information with my mobile phone before shopping
  169. 169. •Talked to a customer service representative online•Searched the web for information with my mobile phone in the store•Saw product mentioned on a social networking website like Facebook•Received a referral notice from a friend online•Commented on a product mentioned on a social networking website like Facebook•Received a coupon or pricing information from someone on a social networking site•Commented on a blog that discussed product•Searched for a coupon with my mobile phone before shopping•Saw an ad/coupon sent to my mobile phone•Looked for coupons on a retailer/store website•Received a text from a brand/manufacturer on my mobile phone•Searched for a coupon with my mobile phone in the store•Looked for coupons on a product brand/manufacturer website•Participated in a chat or discussion online about product67•Used my mobile phone to scan 2D bar code
  170. 170. Studying Your Competitors Paid search• There is plenty of information you can glean from search results pages through simple observation and by asking yourself a few smart questions along these lines:• Ads• How many ads are they running?• How quickly do they react to ad copy changes you make?• How often do they put new ads into rotation?• Landing Pages• How many different landing pages do they use?• What sort of offers/calls to action do they use that you don‘t?• How often do they update landing pages?• How good is their SEO, and page construction on their website/ landing pages?• Tracking• Are they tracking clicks? Ads? Keywords?• What sort of analytics do they use?
  171. 171. ―Creating a Review Cycle for Your Business‖
  172. 172. • mouth.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Fsethsmainblog+ %28Seth%27s+Blog%29&utm_content=Google+Feedfetcher••••••••••••••••• 89988?utm_source=feedburner&utm_medium=feed&utm_campaign=feed-main
  173. 173. ••• transform-organizations•••• brand-communication•••••••••••••• e1300335396551.png••••• 00%26DSB%3Drank%2523desc%26DBFQ%3DuserId%253A54%26DFC%3Dcat1%252Ccat2%252Ccat3%26DL. w%3D%26DL.d%3D10%26DQ%3DsectionId%253A5594%26DPS%3D0%26DPL%3D3
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