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  • 1. Trends Benefits Search LinkedIn Email Twitter Mobile Sequel event: “North by North Shore” June 13 – all morning at DYC. Deep dive! Learn live! Subscribe at http://northbynorthshore.com Trends with Benefits to get timely updates, early discounts, planning tools, registration details etc. – when they happen! Social Media 2012 Playbook Order the .pdf version March 28, 2010 with menu, links & icons activated (click here) 1
  • 2. Trends Benefits Search LinkedIn Email Twitter Mobile Sequel event: “North by North Shore” June 13 – all morning at DYC. Deep dive! Learn live! Subscribe at http://northbynorthshore.com Trends with Benefits to get timely updates, early discounts, planning tools, registration details etc. – when they happen! Social Media 2012 Playbook Order the .pdf version March 28, 2010 with menu, links & icons activated (click here) Slide 3 – About North Shore Technology CouncilContents: Slide 14 – About today’s sponsor, Net Atlantic ….. Slide 22 – Playbook Start Page ………………….. 2
  • 3. MISSIONTo build a strong ecosystem for the success of technology businesses North of Boston by facilitating: Collaboration Networking Professional growth Economic development 4
  • 4. NSTC VISIONTo be the leading collaborative fosteringtechnology businesses North of Boston 5
  • 5. Volunteer OpportunitiesWe can’t do it without you Programs Committee Membership Committee Sponsorship Committee IT Committee Marketing Communications Committee Biomedical Technology Section Sustainability Forum Women’s Initiative 6
  • 6. Join the discussion and stay connected with the NSTC and its members.Join our LinkedIn group and Facebook page. 7
  • 7. PartnerOrganizations 8
  • 8. Platinum SponsorMass High Tech 9
  • 9. Platinum SponsorPepper Hamilton LLP 10
  • 10. Gold Sponsors 11
  • 11. Welcome Gold Sponsor 12
  • 12. Silver Sponsors Axcelis Technologies, Inc. Innovent TechnologiesMass Capital Resource Company Endicott College Comcast Business ClassThe Enterprise Center at Salem State The Superior Group The Hanover Insurance Group BerryDunn 13
  • 13. Today’s Sponsor 14
  • 14. Net Atlantic is a proud sponsor of the NSTC 15
  • 15. Who is Net Atlantic? • We are one of the first Email Service Providers • ~2000 customers worldwide • 35 employees • Over 6 billion emails sent last year • On track to send over 8 billion this year! • Located in downtown Salem, Mass 16
  • 16. Why is email so effective? Email marketing: • Drives behavior • Builds brands • Increases revenue • Is a highly effective “push” technology • Is a key piece of your complete Marketing strategy 17
  • 17. 18
  • 18. Our Difference • Our advanced technologies allow for high levels of integration, segmentation, dynamic content creation, triggered and sequential messaging, multi-channel messaging, and more • We are a key partner to help you succeed online • We’re not just an Email Service Provider; We are an extension of your Marketing Team 19
  • 19. We help you drive results• The world is constantly changing, and as an agile company, Net Atlantic has become an integrated multi- channel engine (Email Marketing, Social Media, Content Creation) 20
  • 20. There are some Net Atlantic team members in the audience. After the event, feel free to ask them questions! And… Do Not Forgot To Make It Social! 21
  • 21. Trends Benefits Search LinkedIn Email Twitter Mobile Trends with Benefits 22
  • 22. EatMedia.com Change is a constant bordering on chaosSurround yourself with people that help you use these forces. EatMedia or be Eaten 23
  • 23. AboutChief Revenue Office (CRO)Sales, Marketing, Client Relations, Fanbase buildingDigital, Mobile, Social, EventsCRM, Marketing Automation, AnalyticsContent DevelopmentUser Experience design 24
  • 24. GO F.LIN.T.Y. 28 28
  • 25. ROI? Return On Investment Risk Of Inactivity29
  • 26. 5 Years: $5-30 B Sales Growth of Physical Goods
  • 27. Whose Responsibility? - Yours - Your Team- Friends & Vendors
  • 28. I hear, and I forget.I see, and I remember.I do, and I understand. - Chinese Proverb
  • 29. Evolve…Dave Armano+
  • 30. Know Your RigTrust Your Rig
  • 31. Get … and Be:
  • 32. It’s about the Story You Tell 36
  • 33. -… 38
  • 34. - …… OR DO WE? 39
  • 35. Twitter hashtag: #NSTC328www. 40
  • 36. Pencils down! This Playbook will be shared viaTwitter, LinkedIn, NSTC.org, FanFoundry and EatMedia. Every logo, button and frame here is a live link. Today we will focus on a few key highlights. How deep you dive later is up to you. 41
  • 37. 3 Forms of Media: Own Buy Earn2 Reasons to Participate: Opportunity Obligation 1 Most Important: Content
  • 38. Outbound Marketing 43 Inefficient Interruptions 43
  • 39. InBound Marketing Hubspot44
  • 40. 45
  • 41. What are you trying to build, and where? 46
  • 42. What are you trying to say, and to whom?Social Media = Generation “C” – connecting, conversing, collaboratingSocial Media Marketing = telling your story in a compelling,conversational way – part of a broader Content Marketing strategy.1. Business challenges • content strategy • content creation • audience discovery • audience engagement & dialogue • converting audience into customers and fans2. Audience challenges • irrelevant content • ineffective content • less time and attention 47
  • 43. Content Marketing via Social ChannelsUptake factors 1. Content strategy - how do you want to be known? 2. Data strategy – how will you identify target audiences? 3. Channel strategy - re-usable content “chunks” Ex: white paper > preso > blog > Tweet > video > podcast 4. Audience self-discovery – SEO, targeting, etc.Intake factors 1. Sharing (or “Snaring”) features 2. Landing pages 3. Opt-in and response management 4. Conversation – listening, monitoring and engagement 5. Database management 48
  • 44. A Content Marketing Ecosystem Management Assets Access Dynamic Campaign Reporting & Assembly Management Measurement Production Online Marketing On-demand Sales Enablement Today’s Print Studio Tools Distribution focus •Email Marketing •Commerce / Storefront •Brochure Builder •Microsites •Inventory / Budget Mgt •Presentation Center •Forms/Surveys •Multi-Vendor Mgt •Education Center Engagement Social Mobile E-mail Print Web Video User - Generated Content (UGC) 49Next up: Trends
  • 45. Trends Benefits Search LinkedIn Email Twitter Mobile Trends 50
  • 46. Hubspot 2011
  • 47. Where are we now? New ways to engage: Generation “C” Last Decade Last CenturySpeed Light beam Cycle time (HDD) ElectronAuto Rental RelayRides, Zipcar Enterprise Rent-a-Car TaxiMovies Red Box, NetFlix Comcast BlockbusterBooks Amazon, eBooks Borders Public LibraryElectronics NewEgg.com Dell.com, Best Buy Circuit CityTelephones Samsung, Apple (4G) RIM & Motorola Ma BellMusic Spotify iTunes Tower RecordsReal Estate Zillow Realtor.com NewspaperSearch Summly, Quora Google, Wikipedia Encyclopedia BrittanicaBusiness News Xfinity, Mashable Cable TV / WSJ .com Network TV / NewspaperJobs LinkedIn Monster.com Newspaper LinkedIn, Virtual Trade LinkedIn, Virtual TradeBusiness Forum Show Show Trade ShowSocial Forum Facebook, Pinterest Friendster Tripod, Lycos Twitter, Polldaddy,Opinion Forum LinkedIn Forums & focus groups Mail surveys 52
  • 48. Where are we now? New ways to engage: Generation “C” Last Decade Last CenturySpeed Light beam Electron PlaneAuto Rental RelayRides, Zipcar Enterprise Rent-a-Car TaxiMovies Red Box, NetFlix Comcast BlockbusterBooks Amazon, eBooks Borders Public LibraryElectronics NewEgg.com Dell.com, Best Buy Circuit CityTelephones Samsung, Apple (4G) RIM & Motorola Ma BellMusic Spotify iTunes Tower RecordsReal Estate Zillow Realtor.com NewspaperSearch Summly, Quora Google, Wikipedia Encyclopedia BrittanicaBusiness News Xfinity, Mashable Cable TV, WSJ .com Network TV / NewspaperJobs LinkedIn Monster.com Newspaper LinkedIn, Virtual Trade LinkedIn, Virtual TradeBusiness Forum Show Show Trade ShowSocial Forum Facebook, Pinterest Friendster Tripod, Lycos Twitter, Polldaddy,Opinion Forum LinkedIn Forums & focus groups Mail surveys 53
  • 49. A few 5-year trends 850 M eBooks 2B 500 M 150 M 18% 1M $5 B10M $100M 0 2M 0 500M 10 K 30 M 10MFacebook Mashable Ebooks Music Mobile LinkedIn Twitter Ebay Sales Users Subscribers (% of all sales) Downloads Apps Users Users 54
  • 50. A few 5-year trends 850 M eBooks 2B 500 M 20% of US commerce revenue 150 M is online – and that’s just Retail 18% 1M $5 B10M $100M 0 2M 0 500M 10 K 30 M 10MFacebook Mashable Ebooks Music Mobile LinkedIn Twitter Ebay Sales Users Subscribers (% of all sales) Downloads Apps Users Users 55
  • 51. Social Media =The Internet’s way ofdriving us all crazy… 56
  • 52. But it’s a great way toreach an extended audience. 57
  • 53. The crazy part is…. 58
  • 54. Me You No two audience members are alikeFriend Org Daily Weekly Seldom / never 59
  • 55. First: Assess your social “graph”You 1000+ 450 0 8 0 1700+ 390 110Aud 1 1500 1600 Org •What are the trends? •Who are your audiences? Where do they socialize?Aud 2 •Who is Scouting? Active? Immersed? Influential? •How connected and influential are you? Who uses what? How, and why? 60
  • 56. Who uses what? How, and why? Click here for stats on Twitter, Pinterest, Facebook, Google+, Reddit, Digg (search Mashable.com for “Social Media Demographics” 61Next: Benefits
  • 57. Summary: Crowd-surf the trends•Assess the trends• Do the free R&D: Assess your audience Who are they? Where are they? Who is influential?• Assess your own social graph• Align your content & presence to your audiences 63
  • 58. Trends Benefits Search LinkedIn Email Twitter Mobile Benefits 64
  • 59. What’s In It for Me? 65
  • 60. Q: What’s In It for You? Consider: The attributes of business now apply to the individual 66
  • 61. Q: What’s In It for You?A: New sources of Capital. 67
  • 62. Q: What’s In It for You?A: New sources of Capital. Relationships 68
  • 63. Q: What’s In It for You?A: New sources of Capital. Relationships Influence 69
  • 64. Q: What’s In It for You?A: New sources of Capital. Money Relationships $ Influence 70
  • 65. Q: What’s In It for You?A: New sources of Capital. Money Relationships $ InfluenceFinancial Social Capital Capital 71
  • 66. Q: How are they interchangeable? Money Relationships $ Influence 72
  • 67. Q: How are they interchangeable?A: Through Value Exchange: • Trust Money • Reciprocity Relationships $ • Knowledge • Authority • Recognition Influence 73
  • 68. Example: Influence as Social Capital Influence KnowledgeInfluence = X Reach X Relevance + Authority (Value) 74
  • 69. Example: Relationships as Social Capital Relationships Trust +Relationships = Reciprocity X Reach X Relevance (Value) 75
  • 70. Exploit the Gaps 76
  • 71. Influence gap = investment opportunity 23% say theres not enough Educational infoKnowledge (IDG Connect) 48% said if the quality of thought leadership Authority improved, it would influence their purchase(Expertise) decision. (ITSMA) 43% of marketers say customers view their Reach content as disjointed or hit and miss. (Forrester Research) 39% say this key element is missingRelevance (IDG Connect) 77
  • 72. Relationship gap = investment opportunity 98% ignore ads; 89% buy based on expert & Trust peer recommendations (IDG Connect) 92% willingly exchange personal data forReciprocity benefits - service, convenience, etc. (IDG Connect) 43% of marketers say customers view their Reach content as disjointed or hit and miss. (Forrester Research) 39% say this key element is missingRelevance (IDG Connect) 78
  • 73. Social Capital gaps = investment opportunities It don’t mean a thing If you don’t hear “cha-ching” Money $ 79
  • 74. Social Capital gaps = investment opportunities 1. content 3. 2. conversion community 80
  • 75. Social Capital gaps = investment opportunities1. engagement Exchange information along your buyer’s journey: 1. Identity content Preferences 3. 2. Requirements conversion community preferences 81
  • 76. Social Capital gaps = investment opportunities1. engagement2. fulfillment sample save subscribe CTA* Meet audience needs and 1. interests with content useful content and a Call to 3. 2. Action (CTA) conversion community convert ask transact preferences share refer compare CTA 82
  • 77. Social Capital gaps = investment opportunities News • Event Review • Referral1. engagement Website • Blog2. fulfillment sample save3. relevance subscribe CTA* Be relevant! 1. content Event • Reward 3. 2. Survey • Partner conversion community Proposal • Report convert ask Dashboard transact share preferences refer compare CTA Demo Presentation Conversation Q&A 83
  • 78. So, how’s your Social Capital? ? 84
  • 79. What’s that nagging feeling? 85
  • 80. How close are you… 86
  • 81. …to this… 87
  • 82. … or this? 88
  • 83. Poll: What’s Your Social Profile? Creator 24% Conversationalist 36% Critic 36% Collector 23% Joiner 68% Spectator 73% Inactive 14%Source: Forrester Researchhttp://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/ 89
  • 84. Poll: What’s Your Social Profile? Creator 24% 47% Conversationalist 36% 77% Critic 36% 60% Collector 23% 50% Joiner 68% 90% Spectator 73% 93% Inactive 14% = World 0%Source: Forrester Research = NSTChttp://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/ 90
  • 85. If the Currency of Social Capital is Action… 91
  • 86. …take action. Climb a social rung each week. Influential Immersed Active Scouting 92
  • 87. Action item 1: Climb a social rung every week …alongside your audienceThinking Like Your Customer - 3 challenges:1. Expanding competition - you’re competing with everyone2. Evolving customers – multi-channel, higher stakes (data)3. The torch has been passed – customers own the bullhorn (Accenture) 93
  • 88. A Good start: a Social Listening Strategy1. Find your audiences and communities. Who are they? Where are they online? Who is Scouting, Active, Immersed, or Influential? How engaged and influential are you?2. Identify the Influencers. Quality trumps quantity. Social Analytics help you identify which people are sharing content, and their sentiment about it. Explore channels. Mine data. Update your graph. Every Social channel gives you reports. 94
  • 89. Social Listening Strategy (cont’d)3. Learn & follow your keywords and trends.4. Announce a social business strategy. What are you passionate / expert about? Why are you there? What are your goals? Relevance - customer service Reputation – public persona Ideas - Brainstorming, crowdsourcing, R&D Commerce - Sales Leads5. Harness the data (stats, activity, echo effects)6. Frame a Social Media policy for your team…. 95
  • 90. FTC requires you to have a Social Media policyPer FTC Guidelines on Endorsements & Testimonials,any company spokesperson should: • Reflect their honest beliefs, opinions or experiences • Not make objective claims about a company’s products or services without appropriate authorization • Not constitute defamatory statements • Not violate the privacy of others • Not be offensive, profane, harassing, derogatory or discriminatory • Not infringe on the IP rights of others • Not constitute deceptive or misleading statements about products or services you provideExpectations + framework > open dialogue Word of Mouth Marketing Association (womma.org) 96
  • 91. Review:Action item 1: Climb a social rung every week Influential Immersed Active Scouting …alongside your audience 97
  • 92. Summary •Invest in Social Capital (Relationships and Influence) •Have a Social Listening Strategy •Have a Social Media Policy •Climb a Social rung each week •Set expectations, provide framework, open dialogue 98Next up: Search
  • 93. Trends Benefits Search LinkedIn Email Twitter Mobile Search Or: How to get found 99
  • 94. Search marketing is child’s play…Got any Aces? 100
  • 95. Go fish! 101
  • 96. Are virtual trade shows worth it? 102
  • 97. 103
  • 98. 104
  • 99. 105
  • 100. Everything can be tagged. This presentation is. Next slide… 106
  • 101. Everything can be tagged. This presentation is.Tag! You’re It. 107
  • 102. Summary: • Search is child’s play. So play the games. • Get visible. • Get found. • Get shared. 108Next up: LinkedIn
  • 103. Trends Benefits Search LinkedIn Email Twitter Mobile 109
  • 104. “ I (we) ” - Reid Hoffman, Founder 110
  • 105. “All the attributes of business now apply to the individual”. - Reid Hoffman, Founder 111
  • 106. Q: What’s In It for You? A: The 3 main ingredients of growth - • Broader vision • Faster learning • Collective intelligence Source: HBR 112
  • 107. Q: Who’s there? 113
  • 108. Get LinkedIn helper apps at: 114
  • 109. Action item 2: Start a new habit Publish: share the answers R&D: ask a question Start a Discussion Contribute to a Discussion Get helper apps Join Groups Complete Profile (100%) 116
  • 110. Bonus: LinkedIn Power User Cheat Sheet1.Leverage Groups. You can bypass the connection requirement and directly message fellow group members.2.Search options. Advanced Search: lets you sort results of searches by many handy criteria, such as degree connection, skill tags, etc.3.Link your Twitter account and share your LI status updates on Twitter and vice versa.4.Make your LinkedIn profile your resume. Use the Resume Builder tool. Choose a template, edit, and export as a .pdf that you can print, email and share.5.Video. Add it to your Company page. Company Page > Products > Admin Tools > Add product or service6.Rearrange your Profile. In Edit mode, hover mouse over Title of each section to activate a 4 - arrow icon, then click and drag that Title and its content. 117
  • 111. LinkedIn Power User Cheat Sheet (cont’d)7. Extend the life of your questions. Answers > My Q&A : click on any quesiton youd like to revive and click "re-open this question to answers". 7 day increments.8. Share questions or your answers to others questions. Use the "share this" feature beneath a question. You can then share it via LinkedIn, bookmark it on Delicious, or grab the permalink to share elsewhere.9. Track Industry news. Use Linkedin Today. Sign up for email summaries, too.10. Export Connections. Contacts > My Connections > Export Connections11. Find email contacts. Use the Linked In companion for Firefox. It helps you ID the profiles of people who email you, plus access other LinkedIn features.Get strategy guides at linkedin.com’s Learning Center (“footer” menu) 118
  • 112. Review Action item 2: Start a new habit Publish: share the answers R&D: ask a question Start a Discussion Contribute to a Discussion Get helper apps Join Groups Complete Profile (100%) 119Next up: Email
  • 113. Trends Benefits Search LinkedIn Email Twitter Mobile Email 120
  • 114. How email enhances social media• Everybody has it• It’s a “long format” channel (>140 char.)• It’s always on• It’s available everywhere• It enables sharing across channels & graphs•It gives you feedback (performance data) 121
  • 115. Gaps (investment opportunities)• Get targeting right, finally know your audience and speak to their pain• Design for mobile and sharing (vs. snaring) – tags, buttons, formatting• Test, test, test - testing is the new proofreading Treat email and websites alike Combine & analyze the data to improve 122
  • 116. A Report on: • 500,000 email software product users • over 100,000,000 emails sent • Open & Click rates 123
  • 117. Average userOpen: Click:19.58% 3.81% 124
  • 118. Average user Pro user $ + 24% + 82%Open: Click: Open: Click:19.58% 3.81% 24.22% 6.94% 125
  • 119. Email marketing Pro cheat sheet:•From: Sender’s FName, LName, Company•Subject: Front-load (What’s in it for Me, the recipient)•Testing! Testing! A/B test subject, link, graphic, etc.•Text/graphics : 80/20•<alt> tag your graphics (“Ed’s pic”, not “8726.jpg”)•Grammar, spelling, punctuation, syntax – check!•Clear CTA (call to action) - above and below the fold•Mobile-friendly – font, link & graphic size / spacing•Social Links – LI, FB, Twitter, etc. 126
  • 120. Email #FAIL: Let us count the ways… Cheat Sheet - condensedTo: David Header (From, Subject)From: Ed | fanfoundrySubject: 3/28 preso, links, etc. Text/GraphicsDate: March 28, 2012David, <alt> tagsI look forward to meeting all of you atWednesday’s breakfast on “Trends With Text proofingBenefits”.Here are the links: Call to Action (CTA)•What’s Your Social Profile” (online poll) Mobile friendly•NSTC.org event registration page•EatMedia.com event page•Fanfoundry.com event page Social links 127
  • 121. Action Item 3: Treat Email and Websites alike Cheat Sheet - condensedTo: DavidFrom: Ed | To: David | fanfoundry fanfoundry Header (From, Subject) From: EdSubject: 3/28 preso, links, etc. Subject: 3/28 preso, links, etc. Text/Graphics Date: March 28, 2012Date: March 28, to meeting all of you at David, 2012 <alt> tags I look forward Wednesday’s breakfast on “Trends With Text proofing Benefits”.David, Here are the links: Call to Action (CTA)I look forward to Social Profile” (online poll) of you at •What’s Your meeting all Mobile friendly •NSTC.org event registration pageWednesday’s breakfast on “Trends With •EatMedia.com event page •Fanfoundry.com event page Social linksBenefits”.Here are the links:•What’s Your Social Profile” (online poll)•NSTC.org event registration page•EatMedia.com event page 128•Fanfoundry.com event page
  • 122. Email #FAIL Example 2: actual email sent by an email marketer Why abbrev.? What do these mean? Who cares? redundant WIFM?JKL Assoc. | Exciting Development at JKL Associates |Having trouble viewing this email? Click here header Hi Edfeathered Recently Huh? 129
  • 123. Message view 130
  • 124. Message view <alt> tags could be more as descriptive customers’ (omit paragraph) How? Example! Confused: You’ll build me a custom app? If not, LINK to examples so I can all of me? imagine the possibilities. You’re Link to examples Make “contact Add link: us” a hyperlink“more about BNI”) 131
  • 125. Summary: target, share, test Half of all active mobile phones are smartphones, so: • Test email like it’s a website • Format email for the small screen Test, test, test: Header (From, Subject) Text/Graphics <alt> tags Text proofing Call to Action (CTA) Mobile friendly Social links 132Next up: Twitter
  • 126. Trends Benefits Search LinkedIn Email Twitter Mobile 133
  • 127. 134
  • 128. 6 Reasons to love Twitter:1. Organize (list) audiences, identify trends2. Meet new like-minded people3. Share ideas and opinions freely4. Collaborate with colleagues5. Get news firsthand from the news makers (better yet: Be a newsmaker)6. Accelerate and make money! 135
  • 129. What’s in your Twitter toolbelt? 136
  • 130. ROI Examples:•Leveraging Twitter for Content Promotion (client: CommLink Services Inc.)•Leveraging Press for Lead Generation (client: Sustainable Minds)•Event Attendance & Sponsorship (client: Global Strategic Management Institute)•Increase Tourism (client: Tourism Fiji) 137
  • 131. I have a sustainability blog titled “Social Climate”, namedafter my nonprofit, the Social Climate Group. Here it is: 138
  • 132. I also have a Twitter account named SocialClimate, where I“tweet” my articles about NSTC’s Sustainability SIG (etc.) andinform my writing by observing topical trends. 139
  • 133. Recently, I “tweeted” about my article discussing ways city andcampus buildings could save on grid-energy, HVAC, electrical andpollution expense by switching from copper based networks tofiber optics. Here it is: Keywords: earth • social • climate • datacom 140
  • 134. recentWhat happened next?Here are a few sips fromthis “tweetstream”(most recent on top): My Tweet 141
  • 135. My Tweet 142
  • 136. 143
  • 137. 144
  • 138. 145
  • 139. 146
  • 140. What happened that first week …Audience20 new Twitterati following @SocialClimate onTwitter17 new Blog subscribers at www.1SocialClimate.com80 new product inquiries o/b/o my client (cited in article)“Echo” boom37 “Re-tweets” (“RT”) of my original message79 Follow Friday (“FF) mentions – Twitterati endorsements131 other mentions of @SocialClimate 147
  • 141. What happened that first week … $ROI2 Speaking engagements (one volunteer, one paid)2 Article submissions (paid)3 inquiries regarding my services - one deal landed (so far)1 repeat customer80 hours in fees for 8 hours of work … and counting. 148
  • 142. Example: Feb 2012 Product announcement from Sustainable MindsAudience: Analysts, Bloggers & Journalists – 85 People from 60 firmsTwitterVerse amplifies the message. Here are 2 examples. 1. 2. 149
  • 143. Twitter Shorthand Across the Ages (LOL)Abbreviation Gen X/Y translation Boomer translation BFF Best friend forever Best friend’s funeral BTW By the way Bring the wheelchair IMHO In my humble opinion Is my hearing aid on? DWI Driving while intoxicated Driving while incontinent FWB Friend with benefits Friend with beta blockers FYI For your information Found your insulin LOL Laughing out loud Living on Lipitor ROFL Rolling on the floor - laughing ROFLCGU Rolling on the floor laughing; can’t get up 150Next: Mobile
  • 144. Summary: Embrace your Twitterati.1. Organize (list) audiences, identify trends2. Meet new like-minded people3. Share ideas and opinions4. Collaborate with colleagues5. Get news firsthand from the news makers (better yet: Be a newsmaker)6. Accelerate and make money! 151
  • 145. Trends Benefits Search LinkedIn Email Twitter Mobile Mobile 152
  • 146. Get SmartSoLoMo
  • 147. U.S.pop.311M 155
  • 148. It’s a mobile social world… 156
  • 149. It’s a mobile social world… 157
  • 150. It’s a mobile social world… 158
  • 151. It’s a mobile social world… 159
  • 152. It’s a mobile social world…Social networking is the fastest growing mobile activity (Comscore)Smartphones are the “weapon of choice”, doing the work of: Flip video cameras PDAs / datebooks Digital cameras Music players Video games GPS / navigation Regular Cell phones Remote Controls PCs and laptops Watches Household phones Wallet contents Documents Television Bar code scanners Radio Cashiers …what next? 160
  • 153. The Magnificent 7 of Mobile 1. Anytime - All the time 2. Instant gratification to engage or buy 3. Discovery of users goals … now 4. Customer service with 1-click-to-call 5. Scan and assess current location 6. Connect with other media 7. Personalized incentives and alerts
  • 154. From: Ed | fanfoundry Action itemSubject: 3/28 preso, links, etc. 5: Optimize for MobileDate: March 28, 2012David,I look forward to meeting all of you atWednesday’s breakfast on “Trends WithBenefits”.Here are the links:•What’s Your Social Profile” (online poll)•NSTC.org event registration page•EatMedia.com event page•Fanfoundry.com event pageRegards,Ed 162Share:
  • 155. Review:1. Climb a social rung every week2. Start a new LinkedIn habit3. Treat email like websites (test)4. Embrace your Twitterati5. Optimize for Mobile 163
  • 156. Uber-action Item:Align your Social Listening with your Content Marketing… 164
  • 157. …and start surfing your crowd today. 165
  • 158. Trends Benefits Search LinkedIn Email Twitter Mobile Stay social, my friends 166
  • 159. Trends Benefits Search LinkedIn Email Twitter Mobile Thank you! 167
  • 160. Trends Benefits Search LinkedIn Email Twitter Mobile Any Questions? 168
  • 161. Trends Benefits Search LinkedIn Email Twitter Mobile Sequel event: “North by North Shore” June 13 – all morning at DYC. Deep dive! Learn live! Subscribe at http://northbynorthshore.com to get timely updates, early discounts, planning tools, registration details etc. – when they happen! Order the .pdf version of this presentation with menu, links & icons activated (click here) 169
  • 162. EatMedia.com Or Be Eaten
  • 163. AboutChief Revenue Office (CRO)Sales, Marketing, Client Relations, Fanbase buildingDigital, Mobile, Social, EventsCRM, Marketing Automation, AnalyticsContent DevelopmentUser Experience design 171
  • 164. What next? 172