Social Media Marketing: The Good, The Bad, The Ugly
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Social Media Marketing: The Good, The Bad, The Ugly

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Why the new marketing paradigm is all about building trust through online content and relationship building. Examples and action steps from author, speaker, blogger, trainer, CEO, Bernie Borges.

Why the new marketing paradigm is all about building trust through online content and relationship building. Examples and action steps from author, speaker, blogger, trainer, CEO, Bernie Borges.

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  • http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&Store_Code=BS&Product_Code=9781604942880

Social Media Marketing: The Good, The Bad, The Ugly Social Media Marketing: The Good, The Bad, The Ugly Presentation Transcript

  • Social Media MarketingThe Good, The Bad, The Ugly
    Bernie Borges
    September 21, 2010
  • Marketing History Lesson
    1950 to 2000
    2
  • In a Transition
    2000 to 2009
    1990 to 2000
    3
  • Marketing 1.0 vs. Marketing 2.0
    Outbound Marketing
    Inbound Marketing
    4
  • Buyers Don’t Have to Tolerate It
    5
  • But…..
    Some marketers don’t get it….
    6
  • New Marketing Paradigm
    Mindset Shift
    Content Strategy
    Relationship
    Building
    7
  • New Marketing Paradigm
    8
  • How Did We Get Here?
  • Farming 1.0
    10
  • Farming 2.0
    11
  • Telephone 1.0
    12
  • Telephone 2.0
    13
  • Computers 1.0
    14
  • Computers 2.0
    15
  • Customers Changed Too…
  • Consumers Don’t Tolerate Marketing 1.0
    http://www.youtube.com/watch?v=heSudg-tfIk
    17
  • Consumer Trust is Down: Surprised?
    http://www.edelman.com/trust/2009/
    18
  • B2B Marketing Budget Going More Digital
    19
  • Inbound Marketing is More Effective
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    20
  • Inbound Marketing Budgets Increasing
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    21
  • Small Companies Do More Inbound
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    22
  • Social Media is for Leads and Sales
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    23
  • Social Media is for B2B and B2C
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    24
  • Blogging More Often Drives Results
    25
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  • Most Business Blogs Post Weekly
    Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    26
  • Business Blogging Strategies
    Themed
    Human Voice
    Transparency
    Commitment
    27
  • Create Great Content by Blogging
    28
    Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Blogging Attracts More Links
    29
    Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • Leads by Indexed Web Pages
    30
    Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  • Leads by Keywords with SEO Ranking
    31
    Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  • Blogging and B2C and B2B Leads
    32
    Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  • Bigger Blogs Generate More Leads
    33
    Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn
  • Stories Worth Telling
  • A B2B Marketing Success Story
    35
  • B2B Marketing 2.0 Home Run
    36
  • Humanizing a Technical Product
    37
  • Indium White Papers by Subject
    38
  • Indium White Papers by Author
    39
  • Indium White Paper Download
    40
  • Marketing 2.0 Results
    “You have to make sure what's on the dashboard is what the executive wants to see, which is sales, leads, the leads that are expected to close - and projected revenue.” Mike Moran
    RESULTS (2009):
    SPENDING
    Advertising magazines failing DOWN ~90%
    Exhibitions shrinking, combining, cancelling DOWN ~64%
    Literature shrinking demand DOWN ~75%
    41
    • From a static “brochureware” web presence to:
    • thousands of dynamic, fresh, poignant, concise posts
    • blog presence - From 0 blogs to 1 to 2 to 12 to 70 blogs!
    • Twitter presence
    • Facebook presence
    • LinkedIn presence
    • From anonymity to ubiquity
    • From nobody to celebrity
    • From spending tons of money the traditional way to spending tiny amounts of money
    • From generating “typical” leads to very highly- (self-) qualified leads
    Marketing 2.0 Results
    42
  • New Marketing: Ford Motor Co.
    43
  • New Marketing: Ford Motor Co.
    44
  • New Marketing: Ford Motor Co.
    45
  • New Marketing: Ford Motor Co.
    46
  • New Marketing: Ford Motor Co.
    47
  • Simmons Homes
    48
  • Simmons Homes
    49
  • Simmons Homes
    50
  • Simmons Homes
    51
  • Simmons Homes
    52
  • Simmons Homes
    53
  • Simmons Homes
    54
  • Simmons Homes
    55
  • Simmons Homes
    56
  • Amore Apartments
    57
  • Sealy Apartments
    58
  • How do Marketers Make the Transition?
  • Marketing 2.0 Mindset
    Think Like a Publisher
    Focus on Relationships
    60
  • Think Like a Publisher!
    Think Content!
    Blogs
    Newsletters
    White Papers
    e-books
    Podcasts
    Videos
    Photos
    Presentations
    61
  • The Three E’s
    Educate
    Enlighten
    Entertain
    62
  • Create & Spread Your Content
    63
  • Engage Influential People
    64
  • Get Found on the Web
    65
  • Getting Found is Broader Now
    66
  • Getting Found is Broader Now
    67
  • Getting Found is Broader Now
    68
  • Getting Found is Broader Now
    69
  • Getting Found is Broader Now
    70
  • Search Results Then and Now
    71
    Universal Results
  • What Do You Want To Be Found For?
  • Become a LongTail Thinker
    73
  • Branded Content
  • Branded Content
    75
  • Branded Content: Will it Blend?
    Over 6M Views
    Sales Grew 700%
    National Media Coverage
    Cross Over Brand Pull
    SEO Value
    76
  • How Do You Measure Results?
  • Measuring Results
  • Measuring Results
    79
  • Measuring Campaigns Results
    80
  • Measuring Leads
    81
  • Measuring Results
    82
  • Content = Trust, Relationships, Profit
    83
  • Create a Broad Online Footprint
    84
  • Wisdom of Crowds
    85
  • What Do You Do Next?
    86
    Research
    Listen
    Engage
    Become Content Thinkers
    Be Human
    Try Stuff
    Measure
    Embrace Marketing 2.0
  • Read more…
    Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing
    Amazon
    Wheatmark's online bookstore
    Website:
    http://www.findandconvert.com
    Blog: http://www.findandconvert.com/blog
    Twitter:
    http://twitter.com/berniebay
    LinkedIn: http://www.linkedin.com/in/bernieborges
    Facebook:
    http://www.facebook.com/bernie.borges
    Facebook Fan Page:
    http://www.facebook.com/findandconvert
  • Image Credits
    All of the images below were captured from each company’s website. Each logo is copyrighted or trademarked by the respective company.
    88
  • Source Credits
    The following people, companies and logos used in this presentation are the sole copyrighted property of their respective owners.
    89
    Amore Apartments
    Blendtec
    Coca Cola
    Ford Motor Company
    HubSpot
    Indium Corp.
    Proctor & Gamble
    Scott Monty
    Sealy Apartments
    Technorati