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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

Published in: Business, Technology
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  • Transcript

    • 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

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