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Social Media MarketingThe Good, The Bad, The Ugly<br />Bernie Borges<br />September 21, 2010<br />
Marketing History Lesson<br />1950 to 2000<br />2<br />
In a Transition<br />2000 to 2009<br />1990 to 2000<br />3<br />
Marketing 1.0 vs. Marketing 2.0<br />Outbound Marketing<br />Inbound Marketing<br />4<br />
Buyers Don’t Have to Tolerate It<br />5<br />
But…..<br />Some marketers don’t get it….<br />6<br />
New Marketing Paradigm<br />Mindset Shift<br />Content Strategy<br />Relationship <br />Building<br />7<br />
New Marketing Paradigm<br />8<br />
How Did We Get Here?<br />
Farming 1.0<br />10<br />
Farming 2.0<br />11<br />
Telephone 1.0<br />12<br />
Telephone 2.0<br />13<br />
Computers 1.0<br />14<br />
Computers 2.0<br />15<br />
Customers Changed Too…<br />
Consumers Don’t Tolerate Marketing 1.0<br />http://www.youtube.com/watch?v=heSudg-tfIk<br />17<br />
Consumer Trust is Down: Surprised?<br />http://www.edelman.com/trust/2009/<br />18<br />
B2B Marketing Budget Going More Digital<br />19<br />
Inbound Marketing is More Effective<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />20<br />
Inbound Marketing Budgets Increasing<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />21<br />
Small Companies Do More Inbound<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />22<br />
Social Media is for Leads and Sales<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />23<br />
Social Media is for B2B and B2C<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />24<br />
Blogging More Often Drives Results<br />25<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />
Most Business Blogs Post Weekly<br />Source: State of Inbound Marketing Report - http://bit.ly/aewfHr<br />26<br />
Business Blogging Strategies<br />Themed<br />Human Voice<br />Transparency<br />Commitment<br />27<br />
Create Great Content by Blogging<br />28<br />Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV<br />
Blogging Attracts More Links<br />29<br />Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV<br />
Leads by Indexed Web Pages<br />30<br />Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVMpkn<b...
Leads by Keywords with SEO Ranking<br />31<br />Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/...
Blogging and B2C and B2B Leads <br />32<br />Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cVM...
Bigger Blogs Generate More Leads<br />33<br />Source: State of Inbound Marketing Lead Generation Report - http://bit.ly/cV...
Stories Worth Telling<br />
A B2B Marketing Success Story<br />35<br />
B2B Marketing 2.0 Home Run<br />36<br />
Humanizing a Technical Product<br />37<br />
Indium White Papers by Subject<br />38<br />
Indium White Papers by Author<br />39<br />
Indium White Paper Download<br />40<br />
Marketing 2.0 Results<br />“You have to make sure what's on the dashboard is what the executive wants to see, which is sal...
<ul><li>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</li></ul>Marketing 2.0 Results<br />42<br />
New Marketing: Ford Motor Co.<br />43<br />
New Marketing: Ford Motor Co.<br />44<br />
New Marketing: Ford Motor Co.<br />45<br />
New Marketing: Ford Motor Co.<br />46<br />
New Marketing: Ford Motor Co.<br />47<br />
Simmons Homes<br />48<br />
Simmons Homes<br />49<br />
Simmons Homes<br />50<br />
Simmons Homes<br />51<br />
Simmons Homes<br />52<br />
Simmons Homes<br />53<br />
Simmons Homes<br />54<br />
Simmons Homes<br />55<br />
Simmons Homes<br />56<br />
Amore Apartments<br />57<br />
Sealy Apartments<br />58<br />
How do Marketers Make the Transition?<br />
Marketing 2.0 Mindset<br />Think Like a Publisher<br />Focus on Relationships<br />60<br />
Think Like a Publisher!<br />Think Content!<br />Blogs<br />Newsletters<br />White Papers<br />e-books<br />Podcasts<br />...
The Three E’s<br />Educate<br />Enlighten<br />Entertain<br />62<br />
Create & Spread Your Content<br />63<br />
Engage Influential People<br />64<br />
Get Found on the Web<br />65<br />
Getting Found is Broader Now<br />66<br />
Getting Found is Broader Now<br />67<br />
Getting Found is Broader Now<br />68<br />
Getting Found is Broader Now<br />69<br />
Getting Found is Broader Now<br />70<br />
Search Results Then and Now<br />71<br />Universal Results<br />
What Do You Want To Be Found For?<br />
Become a LongTail Thinker<br />73<br />
Branded Content<br />
Branded Content<br />75<br />
Branded Content: Will it Blend? <br />Over 6M Views<br />Sales Grew 700%<br />National Media Coverage<br />Cross Over Bran...
How Do You Measure Results?<br />
Measuring Results<br />
Measuring Results<br />79<br />
Measuring Campaigns Results<br />80<br />
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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.

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  • http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&amp;Store_Code=BS&amp;Product_Code=9781604942880
  • Transcript of "Social Media Marketing: The Good, The Bad, The Ugly"

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