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Gen Next Disrupted Slideshare General111409

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Create an economic advantage in your market using the social web and web 2.0 marketing practices.

Create an economic advantage in your market using the social web and web 2.0 marketing practices.

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  • Good morning!I am excited to be here with Scott, the team from CCN and most of all you entrepreneurs.As we talk to business owners around the country we know just how tough it is right now. The key to success…don’t participate and focus on the doom and gloom. Focus on how your can build your business and beat your competition. That is what is so terrific about CCN and will be taken to them next level with Scott’s leadership.You are all winners…b/c you are here and not sitting in your offices at home complaining about why things are so bad…you are doing something about it. I love hanging around winner and am delighted to be here with you all. Agenda…overview or changes, specifics of social web, steps you should take right now
  • We know it is tough…the good news, we are in an unprecedented period of opportunity if you understand the new environment and how to win. Bridging new technology with marketing will completely change the business landscape.Now, I know some of you at least think about this subject and feel a little like you are going to the dentist.I understand…I felt that way in the early 1990’s when I was running a large media division for an international media company. Tell the story…Now I am considered an Internet marketing expert and leader having worked for most the the Fortune 500 companies and been CEO of two VC backed cutting edge web 2.0 technology companies.
  • We are going to share information and insights with you today that not many people fully understand.I am going to try and cover lots of ground so buckle in…and you will get a copy of this presentation so don’t worry about taking notes.
  • We are in a “new normal” and the old way of doing business is not going to come back.Same challenge of acquiring and keeping customers but you need to find better, more effective and efficient ways to do it.
  • Many organizations are finding it hard to adapt…and they will get overtaken.
  • It’s about customer relationships and building a platform for marketing or “renting” eyeballs.Huge economic advantages will go to the companies that know how to build the platform.
  • It’s about customer relationships and building a platform for marketing or “renting” eyeballs.Huge economic advantages will go to the companies that know how to build the platform.
  • It all started with search…completely changed the behavior of EVERYONE.It now translated to asking friends on social networks30% of searches are for local businesses…over 2.6 Billion per month. Bigger that Yellow Pages and newspapers as the primary source.Mobile will make this even bigger…27% of mobile searches are local.
  • Need I say more…
  • Video plays a key role in this new marketing paradigm
  • People now share information instantaneously through their social graph.Imaging a homeowner getting a new kitchen or extension and being able to take pictures as it goes up on their cell phone and and post it to Facebook right there…
  • Consumers have control….but so can you!
  • Three key questions to ask yourself. We hope to help you answer these in this presentation.
  • Ever hear of Burrel soap? They were the largest soap company before radio and tv….guess who learned how to use radio and tv for marketing?Same thing happened for small businesses…Dan Kennedy build a great business teaching small businesses how to write copy for direct mail and newspapers.
  • We all know what the elephant in the room is…a continuous pipeline of new leads.
  • You future success will depend on your ability to adapt your marketing strategies to this new environment…if fact, take advantage of this dislocation!!!
  • Relationships will matter in the new normal
  • It’s not just the economy…it’s is a fundamental shift in how people consume media and marketing.
  • The economic implications of this shift for your business in huge.
  • The social web has lot’s of moving parts.
  • I like to call it the “distributed web” because it is about communities large and small
  • This is already a huge audience and growing. Facebook alone is already over 300 million users
  • It’s important to understand that technology is enabling consumer behavior…technology is not driving this. That is why we know it is not a fade but a huge shift.
  • When I was at AOL in the mid 1990’s we already recognized this behavior.
  • With technology today it has evolved into what they call a social graph…people interconnected seeking, searching, sharing information and experiences real time.
  • Blogging is the home base with your site.Social profiles and pages, You Tube videos and other video distribution, niche sites like eHow, article directories, social bookmarking are your distributed messages
  • Your marketing footprint can be HUGE
  • This marketing strategy is very inexpensive to build with cloud computing and web services.
  • You can compete with anyone in your market…regardless of size because it is not about money.
  • How do you compete for attention? Your special knowledge…give it away.
  • An art gallery give away a free digital book with artists collections…one or two are done specially so they can be printed as photos on a home computer for consumers.
  • A contractor getting into home energy auditing and performance contracting does free reports on how to do an energy audit and what are the easy do it your self projects you can do for quick ROI.
  • This real estate agent wanted to be the expert about the community and have a big presence to compete with the bigger agents that outspent her in ads.
  • But Scott beat me up on the way here. He said I want to take care of these people. They are our leaders for CCN. So, for this conference only we will make you a mafia offer.All that, plus we are adding one additional month free access to Total Access (which will launch next Friday) forming a social marketing mastermind group for only CCN Platinum members like you do do once a month calls where we will talk about either technology or case studies, but the focus is on answering your questions. This is well over $1,000 in value..The total cost $199.95 only if you sign up today this weekend. It is live now and you can order online or with one of the CCN people…they will take your name, address and credit card info.

Transcript

  • 1. Disrupted
  • 2. Intro New Paradigm
  • 3. In The Face Of Unprecedented Changes In Media Consumption And Uncertain Economics.
    Use The Social Web And New Technologies To Dominate Your Market!
  • 4. The Business Marketing Game Has Changed
  • 5. Welcome To The New Normal
    In today’s competitive marketplace, executives have one thing in common
    The challenge of acquiring and keeping customers
    Efficiently!
  • 6. Businesses Need To Adapt
    To changing consumer behavior enabled by technology and a tough economy
    It’s a race to keep pace
  • 7. The Game Has Changed
    Ad
    Rented
    WWW
    Ad
    List
    WWW
    SocialWeb
    Relationship!
    “One thing is certain– traditional marketing & sales methods that focus on finding, courting, and selling to customers are no longer effective.”
  • 8. The Game Has Changed
    SocialWeb
    WWW
    Relationship!
    Build A Sustainable Marketing Channel And Platform
  • 9. New Game = Search Marketing
    Secrets
    Prospects are searching for solutions
  • 10. New Game = Social Marketing
    Secrets
    Social-site are the #1 Web activity today
  • 11. New Game = Video Marketing
    Secrets
    YouTube is the 2nd largest search engine
  • 12. New Game = Content Marketing
    Secret- Social Graph
    Communities, or tribes connected though social networking and content
  • 13. Consumers Have Control…But So Do You
    Consumers are authoring and directing their own media
    Customer marketing is done right from your desktop…and even mobile devices
    It’s about the attention economy…adding value is critical to marketing success
  • 14. What You Need To Know…
    The significant changes in technology, the Internet and related new applications
    Changing customer shopping patterns, and how to adapt marketing communication
    A strategic approach to marketing transformation
  • 15. Make Applicable to Business Owners/Executives
  • 16. Why It Matters
  • 17. Stakes Are High…
    Procter & Gamble
    8th largest corporation in the world
    Originator of the “soap opera” by sponsoring radio programs
    Adapted by sponsoring AND producing television daytime serials (“Soaps”)
    TODAY, adapted and using social networking sites like Facebook, Twitter and blogs
    “Proctor & Gamble continues its long tradition of devouring market shares by taking advantage of technology.”
  • 18. Effective Customer Acquisition
    Yahoo business survey
    40% say largest challenge is acquiring customers
  • 19. Marketing Challenges
    Inability to adapt marketing and advertising strategies
    Traditional media and sales methodsno longer pay off
  • 20. Marketing Challenges
    Inability to adapt marketing and advertising strategies
    Traditional media and sales methodsno longer pay off
    No brand loyalty
  • 21. Why Does This Feel Different?
    • Internet applications are a bigger part of everyday life
    • 22. Social media is replacing the salesperson and traditional information sources
    • 23. Consumers are conditioned to search online
    “In short, today’s technology invites consumers to actively search for what they want instead of waiting for advertisers to deliver a message.”
  • 24. Economic Opportunity
    Customer acquisition costs continue to go up
    Many new Web 2.0 channels can be very efficient (or free)
    To compete effectively, you need two things:
    22
    Lower average customer acquisition costs through the distributed and social web
    1
    Increase the average lifetime value of an acquired customer so you can spend more in marketing than your competitors
    2
  • 25. Explain Social Web/Media
  • 26. The Social Web
  • 27. The Social Web Phenomenon
    No media platform has ever grown this quickly
  • 28. It’s Not The Future…It’s Now!
    Years to reach 50 million users:
    Radio 38 years
    TV 13 years
    Internet 4 years
    iPod 3 years
    <9 months 100 million users!
  • 29. The Social Web – Why?
    Consumers have a pent up need for self expression, control and relationships
  • 30. The Social Web – Why?
    Consumers have a pent up need for self expression, control and relationships
    Communities drove the growth of the web from the beginning
  • 31. The Social Web – Why?
    Consumers have a pent up need for self expression, control and relationships
    Early web driven by communities
    Today’s web:
  • 32. What is the Social Web?
    BLOGGING
    RSS
    GROUPS
    ArticleDirectories
    GROUPS
  • 33. Social Web = Huge Media Reach
    Social networks and blogs are 4th most popular online activity surpassing personal email
    300+ million people use Facebook
    5.1 million people in US alone Twitter — every month!
    150 million videos are viewedat YouTube every day!
    “..in today’s world media providers are no longer in control.Consumers are.”
  • 34. Social Media= Scalable-Efficient
    Cloud computing and web services = Low Cost of Entry and Unlimited Access to Customers
  • 35. Company A
    “Big Brand Coffee”
    Social Media= Scalable-Efficient
    Cloud computing and web services = Low Cost of Entry and Unlimited Access to Customers
    The playing field between big companies and small are leveling quickly
    Company B
    “Independent Roaster”
  • 36. Social Media= Customer Education
    Give away your knowledge
  • 37. Business Adoption
    An art gallery using blogging, Twitter and more to create interest in new artists and drive attendance to events at the gallery.
    Art Gallery
    Art
    Gallery
    BLOGGING
  • 38. Business Adoption
    • A local service contractor starts a blog about green living and creates free reports for homeowners on green projects that will save them money. Most of these homeowners decide not to do the projects themselves, and CALL HIM. No bidding, no competition!
    Contractor
    BLOGGING
  • 39. Business Adoption
    • A local organic and sustainable gardening company that exploded to a global audience despite serving a local community of less than 100 people using blogs, podcasts and more.
    Gardening Co.
    PODCASTING
    BLOGGING
  • 40. Business Adoption
    • A local real estate agent that starts a blog and digital newsletter cheering on the local school teams, highlighting the best retail specialty stores in town and fun events happening around town. Guess who those readers go to when they want to buy or sell a home (or recommend an agent)?
    Real Estate Agent
    BLOGGING
    Our Town
    BestStores
    Local Events
  • 41. Connect With Us
    S
    If you are interested in implementing a marketing system guaranteed to boost revenue and gain marketing share, exploring the resources on our website is the first step toward ensuring success in today’s changing world
    http://www.GenNextMedia.com
    The first step in using the social web and new technologies to dominate your market!