Catalina Marketing Social Media Seminar

Social Media Marketing Show Me the Money Bernie Borges – Find and Convert March 24, 2009

Bernie Borges: Founder & CEO, Find and Convert

20 + Years Marketing & Sales

Inbound Marketing Strategist

Blogger/Writer/Author/Speaker

Podcaster

Search Engine Optimization

Pay-per-Click Advertising Management

Visitor Conversion Strategies

Social Media Strategist

Creating Winning Strategies on the Web!

Why Marketing 1.0 Isn’t Good Enough Anymore

Marketing 2.0

What is Social Media?

Developing a Social Media Plan

Tools & Platforms

Personal Branding

Making Time for Social Media

Measuring Results

Convincing Management

Case Study

Actions and Take-Aways

Discussion Topics

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

Old vs. New Marketing Outbound Marketing Inbound Marketing

Marketing 2.0

Think Like a Publisher

Focus on Relationships

Marketing 2.0: Think Like a Publisher!

Think Content!

Blogs

Newsletters

White Papers

e-books

Podcasts

Videos

Photos

Presentations

The Buyer is in Control Not the Seller! http://www.youtube.com/watch?v=heSudg-tfIk

What is Social Media? Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications , influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks. The term most often refers to activities that integrate technology, telecommunications and social interaction , and the construction of words, pictures, videos and audio. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM). http://en.wikipedia.org/wiki/Social_media

What is Social Media?

Social Media Platforms Share Publish Network reddit digg StumbleUpon Del.icio.us Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn Plaxo

Technology

RSS, XML, AJAX

Bandwidth Proliferation

WiFi, High Speed Access

Social Culture of Communication

Communities Offer Collective Intelligence

Social and Technology Drivers

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

Developing A Social Media Plan Source: The Value of Many, Neighborhood America

Make a Commitment

Should you….

Start a blog?

Focus on social networking sites?

Start your own community on the web?

Twitter?

Video?

Themed

Human Voice

Transparency

Commitment

Business Blogging Strategies

Size of Blog Market

Social Media Tools and Platforms

Facebook http://www.insidefacebook.com/

Facebook

Facebook: Individual Profile

Facebook/CNN Inauguration

Facebook Groups

Fan Page

Facebook Fan Page

LinkedIn Individual Profile

LinkedIn Groups

LinkedIn Group Discussions

What is Twitter? http://www.commoncraft.com/Twitter Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain

Want to Find Someone on Twitter? http://search.twitter.com/search?q=tampa+chamber+of+commerce

http://blog.hubspot.com/blog/tabid/6307/bid/4439/State-of-the-Twittersphere-Q4-2008-Report.aspx

Some Famous People on Twitter…

Some Not-So-Famous People on Twitter 

Want to Find Someone on Twitter? http://www.socialbrandindex.com/

Twitter: Events & Trends Using Hashtags

Twitter: QuickBooks

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!

Personal Branding http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html

Video

Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value

Photos

Presentations

Measuring Results

Relationships

Content

Alignment

Best Practices

Google Analytics Integration

Hubspot: Facebook Lead Tracking

Reputation Management Tools http://jobmob.co.il/blog/online-reputation-management-resources-tips/

Convincing Management

Just Look at the Numbers!

Do Competitive Research

Ask Your Customers

It’s Mainstream Baby!

Experiment…

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???

Staffing Implications

There are many…

Do they get it?

Who likes to write?

Introverts? Extrovert?

Staff re-allocation?

Time commitment?

Justification?

http://www.sherpastore.com/socialmediabmg09.html

Low Cost Implementation

Most tools are free

Relationships

Communities, Trust,

Marketing/PR

Viral affects are huge

SEO

Multiple locations of content

Link centric

Marketing 2.O /Social Media Benefits

Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities

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…

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.

Marketing 2.0 Actions & Take-Aways

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