Small Company: Big Impact

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Using Social Media Marketing to Build Brand …

Using Social Media Marketing to Build Brand
Presented at TBTF Boot Campa
February 24, 2009

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  • 1. Small Company Big Impact Using Your Website and Online Marketing Strategy to Gain Marketshare Bernie Borges – Find and Convert February 24, 2009
  • 2. Bernie Borges Bio
    • Blogger, Speaker, Podcaster, Author (publishing June 2009)
    • Founder, CEO Find and Convert
      • Internet Strategy
      • Search Engine Optimization
      • Pay-per-Click Advertising Management
      • Visitor Conversion Strategies
      • Social Media Strategies
    • Help B2B companies find and convert leads on the web 
  • 3.
    • Why Marketing 1.0 Doesn’t Work Anymore
    • Developing a Website for Two Audiences
    • Marketing 2.0
    • Tools & Platforms
    • Personal Branding
    • Measuring Results
    • Case Study
    • Actions and Take-Aways
    Topics
  • 4. Why Marketing 1.0 Doesn’t Work Anymore
    • Outbound Marketing
    • Telemarketing
    • Email Marketing
    • Direct Mail
    • Print
    • Tradeshows
    • TV/Radio
    • Inbound Marketing
    • SEO/PPC
    • Blogging
    • Social Networking
    • RSS Enabled Content
    • Video/Photos
    • Twitter
    • Slideshare
  • 5. Why Marketing 1.0 Doesn’t Work Anymore
  • 6. Old vs. New Marketing Outbound Marketing Inbound Marketing
  • 7. Your Website Has Two Audiences
  • 8. Website: Serving Two Masters
    • People
    • Clear Message
    • Clean Design
    • Visual Support
    • Easy Navigation
    • Call to Actions
  • 9. Website: Serving Two Masters
    • Search Engines
    • Text
    • Lean Code
    • “Market Focus”
    • Link Structure
    • Lot’s of Content
  • 10. Search Marketing: SEO
    • Heavy Lifting on Front End
    • Keyword Research
    • Focused Content
    • SEF Architecture a Must
    • Link Building
    • Get Social
    • Never Ends
  • 11. Search Marketing: PPC
    • Develop Campaigns
    • Segment into Groups
    • Keyword Research
    • Go for Longtails
    • Dedicated Landing Pages
    • Set Daily Budgets
    • Test Call to Actions
    • Geo Target (if applicable)
    • Be Anal About Metrics
    • Test, Revise, Measure
    • Test, Revise, Measure
  • 12. Marketing 2.0
    • Think Like a Publisher
    Focus on Relationships
  • 13. Marketing 2.0: Think Like a Publisher!
    • Think Content!
      • Blogs
      • Newsletters
      • White Papers
      • e-books
      • Podcasts
      • Videos
      • Photos
      • Presentations
  • 14. Developing a Social Media (Marketing 2.0) Plan
    • Begin with Research
      • Where does your customer “hang out?”
      • Ask your customers
      • Research your competition
      • Search on the social web
  • 15. Developing A Social Media Plan Source: The Value of Many, Neighborhood America
  • 16. Make a Commitment
    • Should you….
      • Start a blog?
      • Focus on social networking sites?
      • Start your own community on the web?
      • Twitter?
      • Video?
  • 17.
    • Themed
    • Human Voice
    • Transparency
    • Commitment
    Business Blogging Strategies
  • 18. Size of Blog Market
  • 19. Social Media Tools and Platforms
  • 20.  
  • 21. Facebook http://www.insidefacebook.com/
  • 22. Facebook: Individual Profile
  • 23. Facebook Groups
  • 24.
    • Fan Page
    Facebook Fan Page
  • 25. LinkedIn Individual Profile Work History Recommendations Introductions Portfolio Valuable Links
  • 26. LinkedIn Groups
  • 27.  
  • 28. What is Twitter? http://www.commoncraft.com/Twitter Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain
  • 29. Some Famous People on Twitter…
  • 30. Some Not-So-Famous People on Twitter 
  • 31. Want to Find Someone on Twitter? http://www.socialbrandindex.com/
  • 32. Twitter: Events & Trends Using Hashtags
  • 33. Personal Branding
    • Individual reputation management
    • Personal and professional brand converged
    • Benefits individual and employer
    • Be real, be interesting
    • Contribute
    • It’s an asset!
    • Embrace it!
  • 34. Personal Branding http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html
  • 35. Video
  • 36. Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value
  • 37. Presentations
  • 38. Measuring Results
    • Relationships
    • Content
    • Alignment
    • Best Practices
  • 39. Google Analytics
  • 40. Hubspot: Facebook Lead Tracking
  • 41. Reputation Management Tools http://jobmob.co.il/blog/online-reputation-management-resources-tips/
  • 42. Making Time for Social Media
    • Are you getting great results now?
    • Did your marketing budget increase?
    • Are your buyers easy to reach?
    • Is your brand as good as it could be?
    How do you currently allocate your time???
  • 43. Staffing Implications
    • There are many…
      • Do they get it?
      • Who likes to write?
      • Introverts? Extrovert?
      • Staff re-allocation?
      • Time commitment?
      • Justification?
  • 44. http://www.sherpastore.com/socialmediabmg09.html
  • 45.  
  • 46.  
  • 47. Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities
  • 48. Reasons Not to do Marketing 2.0
    • Don’t have time…
    • Our staff resists it…
    • Our competitors aren’t doing it…
    • We’re going out of business…
  • 49.
    • Website is for Two Audiences
    • Think like a publisher
    • Focus on building relationships
    • Research the Social Web
    • Engage, Listen, Act
    • Consider Proper Staff Allocation
    • Experiment & Be Patient
    • Measure
      • Traffic, buzz, brand, sales cycles, referrals, etc.
    Actions & Take-Aways
  • 50. Connect with Bernie Borges… Email: [email_address] Website: http://www.findandconvert.com/ Blog: http://www.findandconvert.com/blog/ Twitter: http://twitter.com/berniebay LinkedIn: http://linkedin.com/in/bernieborges Facebook: http://profile.to/bernieborges Facebook Fan Page: http://companies.to/findandconvert