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marketing with social media



chris brogan...
@chrisbrogan
http://chrisbrogan.com/contact
about chris brogan

chris brogan is a typist
nyt bestselling author
president: new marketing labs, llc
11 years in social ...
the larger story

think like a media company
develop marketplaces
build your network
human business
basics

what are you selling?
who/where are the buyers?
can it be sold online?
how simple/complex is it to sell?
basics

can you ship it?
what’s the frequency of return?
what’s the resell cycle?
what’s the goal?
ways to use social media
awareness (listening, content marketing)
lead generation
education
sales
crm / csr / pr
community
3 major buckets

listening
connecting
publishing
(30/60/30)
media company mindset

think production (styles/methods)
think distribution (new channels, advocates, +)
think engagement ...
new marketplaces

listening as a marketplace finder
mobile / out of home (not just phones)
community marketplaces
human business

sustainable
relationship-minded
value-driven
core: database

how do I grow it?
how do I feed it?
how do I sell into it?
how do I prune it?
how do I treat it with LOYAL...
database

might be a crm or social crm platform
might just be a spreadsheet
something where you can SEE your community
listening station

google “grow bigger ears” for steps
feed listening into content, into pr, into sales
listening is THE s...
networks
friction vs. frictionless transactions
inside/outside
be part of the 150
give your ideas handles
build networks o...
home base

blog or website (maybe both)
content-minded
action-minded
drives to sale or to your list/db
outposts

twitter /facebook /linkedin /forums /etc
a place to connect, share, promote others
occasionally a place to drive...
other media outlets
all in service to building/feeding your db
webinars
video
photos
podcasts
all with calls to action and...
email marketing

still the #1 online marketing tool
vary up your sends: some sales, some conversational
ask questions
“ski...
measurement

try not to use social media tool measurements
use easy measures like $
or # of new signups
think “action” and...
measurement

track links
target opens
stay closer to the mother ship methods
human branding

real names on social networks
real faces on avatars
conversations / off-topic
promote others
actions : site

goals first. always
site design integrated with outposts
matches marketing needs
actions : listening

grow bigger ears
test various terms
wire to content / pr / sales
action: content

production concepts
build curation methods
build content catalog
build production/editorial process
don’t...
action: content review

sales copy/ marketing needs review
organic SEO review
brevity/usefulness review
call to action
action: distribution
editorial calendar
tied to mothership marketing
promotional methods / cross promo
channel development...
action: measurement

tie measures to tangible goals
measure action not pageviews
could be: sales, inbound links, db signup...
action: launch plans
integrated social presence
social proof seeding
review damage plans
select starter presence
metrics i...
action: human business

promote others 12:1
30/60/30
look for expansion points
look for new content
look for cross-promoti...
beyond: next steps

+ share. the power of the plus
mobile (not just phones)
affiliate marketing
typical questions

b2b vs b2c: answer- same tools, different buyer
ROI: answer - how much have you I’d?
time to results: 3...
questions/thanks

chris brogan is president of new marketing labs, llc.
he blogs at http://www.chrisbrogan.com
contact for...
Marketing With Social Media
Marketing With Social Media
Marketing With Social Media
Marketing With Social Media
Marketing With Social Media
Marketing With Social Media
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Marketing With Social Media

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For a presentation I did for the brilliant folks of Memphis at #broganmemphis

Published in: Business

Transcript of "Marketing With Social Media"

  1. 1. marketing with social media chris brogan... @chrisbrogan http://chrisbrogan.com/contact
  2. 2. about chris brogan chris brogan is a typist nyt bestselling author president: new marketing labs, llc 11 years in social media (mostly fortune 100/500) seems egotistical at first. better when you meet him.
  3. 3. the larger story think like a media company develop marketplaces build your network human business
  4. 4. basics what are you selling? who/where are the buyers? can it be sold online? how simple/complex is it to sell?
  5. 5. basics can you ship it? what’s the frequency of return? what’s the resell cycle? what’s the goal?
  6. 6. ways to use social media awareness (listening, content marketing) lead generation education sales crm / csr / pr community
  7. 7. 3 major buckets listening connecting publishing (30/60/30)
  8. 8. media company mindset think production (styles/methods) think distribution (new channels, advocates, +) think engagement and two-way
  9. 9. new marketplaces listening as a marketplace finder mobile / out of home (not just phones) community marketplaces
  10. 10. human business sustainable relationship-minded value-driven
  11. 11. core: database how do I grow it? how do I feed it? how do I sell into it? how do I prune it? how do I treat it with LOYALTY?
  12. 12. database might be a crm or social crm platform might just be a spreadsheet something where you can SEE your community
  13. 13. listening station google “grow bigger ears” for steps feed listening into content, into pr, into sales listening is THE secret driver of serendipity listening is a HUGE human business boon
  14. 14. networks friction vs. frictionless transactions inside/outside be part of the 150 give your ideas handles build networks of value delivery outreach rules
  15. 15. home base blog or website (maybe both) content-minded action-minded drives to sale or to your list/db
  16. 16. outposts twitter /facebook /linkedin /forums /etc a place to connect, share, promote others occasionally a place to drive to home base 12:1 rule think blogger outreach (pre-pay with kindness)
  17. 17. other media outlets all in service to building/feeding your db webinars video photos podcasts all with calls to action and urls intact
  18. 18. email marketing still the #1 online marketing tool vary up your sends: some sales, some conversational ask questions “skinny up” and remove html formatting think “add value” not “beat for sales”
  19. 19. measurement try not to use social media tool measurements use easy measures like $ or # of new signups think “action” and “real world” not kumbaya
  20. 20. measurement track links target opens stay closer to the mother ship methods
  21. 21. human branding real names on social networks real faces on avatars conversations / off-topic promote others
  22. 22. actions : site goals first. always site design integrated with outposts matches marketing needs
  23. 23. actions : listening grow bigger ears test various terms wire to content / pr / sales
  24. 24. action: content production concepts build curation methods build content catalog build production/editorial process don’t forget organic seo
  25. 25. action: content review sales copy/ marketing needs review organic SEO review brevity/usefulness review call to action
  26. 26. action: distribution editorial calendar tied to mothership marketing promotional methods / cross promo channel development damage control plans blogger outreach
  27. 27. action: measurement tie measures to tangible goals measure action not pageviews could be: sales, inbound links, db signups, coverage
  28. 28. action: launch plans integrated social presence social proof seeding review damage plans select starter presence metrics in place go! (then measure/adjust/measure)
  29. 29. action: human business promote others 12:1 30/60/30 look for expansion points look for new content look for cross-promotion/distribution growth
  30. 30. beyond: next steps + share. the power of the plus mobile (not just phones) affiliate marketing
  31. 31. typical questions b2b vs b2c: answer- same tools, different buyer ROI: answer - how much have you I’d? time to results: 3 months (or less)
  32. 32. questions/thanks chris brogan is president of new marketing labs, llc. he blogs at http://www.chrisbrogan.com contact form: http://chrisbrogan.com/contact twitter: @chrisbrogan questions are where you get the good stuff.
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