Trends with benefits mar 2012

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Trends with benefits mar 2012

  1. 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. 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. 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. 4. NSTC VISIONTo be the leading collaborative fosteringtechnology businesses North of Boston 5
  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. 6. Join the discussion and stay connected with the NSTC and its members.Join our LinkedIn group and Facebook page. 7
  7. 7. PartnerOrganizations 8
  8. 8. Platinum SponsorMass High Tech 9
  9. 9. Platinum SponsorPepper Hamilton LLP 10
  10. 10. Gold Sponsors 11
  11. 11. Welcome Gold Sponsor 12
  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. 13. Today’s Sponsor 14
  14. 14. Net Atlantic is a proud sponsor of the NSTC 15
  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. 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. 17. 18
  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. 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. 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. 21. Trends Benefits Search LinkedIn Email Twitter Mobile Trends with Benefits 22
  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. 23. AboutChief Revenue Office (CRO)Sales, Marketing, Client Relations, Fanbase buildingDigital, Mobile, Social, EventsCRM, Marketing Automation, AnalyticsContent DevelopmentUser Experience design 24
  24. 24. GO F.LIN.T.Y. 28 28
  25. 25. ROI? Return On Investment Risk Of Inactivity29
  26. 26. 5 Years: $5-30 B Sales Growth of Physical Goods
  27. 27. Whose Responsibility? - Yours - Your Team- Friends & Vendors
  28. 28. I hear, and I forget.I see, and I remember.I do, and I understand. - Chinese Proverb
  29. 29. Evolve…Dave Armano+
  30. 30. Know Your RigTrust Your Rig
  31. 31. Get … and Be:
  32. 32. It’s about the Story You Tell 36
  33. 33. -… 38
  34. 34. - …… OR DO WE? 39
  35. 35. Twitter hashtag: #NSTC328www. 40
  36. 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. 37. 3 Forms of Media: Own Buy Earn2 Reasons to Participate: Opportunity Obligation 1 Most Important: Content
  38. 38. Outbound Marketing 43 Inefficient Interruptions 43
  39. 39. InBound Marketing Hubspot44
  40. 40. 45
  41. 41. What are you trying to build, and where? 46
  42. 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. 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. 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. 45. Trends Benefits Search LinkedIn Email Twitter Mobile Trends 50
  46. 46. Hubspot 2011
  47. 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. 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. 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. 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. 51. Social Media =The Internet’s way ofdriving us all crazy… 56
  52. 52. But it’s a great way toreach an extended audience. 57
  53. 53. The crazy part is…. 58
  54. 54. Me You No two audience members are alikeFriend Org Daily Weekly Seldom / never 59
  55. 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. 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. 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. 58. Trends Benefits Search LinkedIn Email Twitter Mobile Benefits 64
  59. 59. What’s In It for Me? 65
  60. 60. Q: What’s In It for You? Consider: The attributes of business now apply to the individual 66
  61. 61. Q: What’s In It for You?A: New sources of Capital. 67
  62. 62. Q: What’s In It for You?A: New sources of Capital. Relationships 68
  63. 63. Q: What’s In It for You?A: New sources of Capital. Relationships Influence 69
  64. 64. Q: What’s In It for You?A: New sources of Capital. Money Relationships $ Influence 70
  65. 65. Q: What’s In It for You?A: New sources of Capital. Money Relationships $ InfluenceFinancial Social Capital Capital 71
  66. 66. Q: How are they interchangeable? Money Relationships $ Influence 72
  67. 67. Q: How are they interchangeable?A: Through Value Exchange: • Trust Money • Reciprocity Relationships $ • Knowledge • Authority • Recognition Influence 73
  68. 68. Example: Influence as Social Capital Influence KnowledgeInfluence = X Reach X Relevance + Authority (Value) 74
  69. 69. Example: Relationships as Social Capital Relationships Trust +Relationships = Reciprocity X Reach X Relevance (Value) 75
  70. 70. Exploit the Gaps 76
  71. 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. 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. 73. Social Capital gaps = investment opportunities It don’t mean a thing If you don’t hear “cha-ching” Money $ 79
  74. 74. Social Capital gaps = investment opportunities 1. content 3. 2. conversion community 80
  75. 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. 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. 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. 78. So, how’s your Social Capital? ? 84
  79. 79. What’s that nagging feeling? 85
  80. 80. How close are you… 86
  81. 81. …to this… 87
  82. 82. … or this? 88
  83. 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. 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. 85. If the Currency of Social Capital is Action… 91
  86. 86. …take action. Climb a social rung each week. Influential Immersed Active Scouting 92
  87. 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. 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. 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. 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. 91. Review:Action item 1: Climb a social rung every week Influential Immersed Active Scouting …alongside your audience 97
  92. 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. 93. Trends Benefits Search LinkedIn Email Twitter Mobile Search Or: How to get found 99
  94. 94. Search marketing is child’s play…Got any Aces? 100
  95. 95. Go fish! 101
  96. 96. Are virtual trade shows worth it? 102
  97. 97. 103
  98. 98. 104
  99. 99. 105
  100. 100. Everything can be tagged. This presentation is. Next slide… 106
  101. 101. Everything can be tagged. This presentation is.Tag! You’re It. 107
  102. 102. Summary: • Search is child’s play. So play the games. • Get visible. • Get found. • Get shared. 108Next up: LinkedIn
  103. 103. Trends Benefits Search LinkedIn Email Twitter Mobile 109
  104. 104. “ I (we) ” - Reid Hoffman, Founder 110
  105. 105. “All the attributes of business now apply to the individual”. - Reid Hoffman, Founder 111
  106. 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. 107. Q: Who’s there? 113
  108. 108. Get LinkedIn helper apps at: 114
  109. 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. 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. 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. 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. 113. Trends Benefits Search LinkedIn Email Twitter Mobile Email 120
  114. 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. 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. 116. A Report on: • 500,000 email software product users • over 100,000,000 emails sent • Open & Click rates 123
  117. 117. Average userOpen: Click:19.58% 3.81% 124
  118. 118. Average user Pro user $ + 24% + 82%Open: Click: Open: Click:19.58% 3.81% 24.22% 6.94% 125
  119. 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. 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. 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. 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. 123. Message view 130
  124. 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. 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. 126. Trends Benefits Search LinkedIn Email Twitter Mobile 133
  127. 127. 134
  128. 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. 129. What’s in your Twitter toolbelt? 136
  130. 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. 131. I have a sustainability blog titled “Social Climate”, namedafter my nonprofit, the Social Climate Group. Here it is: 138
  132. 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. 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. 134. recentWhat happened next?Here are a few sips fromthis “tweetstream”(most recent on top): My Tweet 141
  135. 135. My Tweet 142
  136. 136. 143
  137. 137. 144
  138. 138. 145
  139. 139. 146
  140. 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. 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. 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. 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. 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. 145. Trends Benefits Search LinkedIn Email Twitter Mobile Mobile 152
  146. 146. Get SmartSoLoMo
  147. 147. U.S.pop.311M 155
  148. 148. It’s a mobile social world… 156
  149. 149. It’s a mobile social world… 157
  150. 150. It’s a mobile social world… 158
  151. 151. It’s a mobile social world… 159
  152. 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. 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. 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. 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. 156. Uber-action Item:Align your Social Listening with your Content Marketing… 164
  157. 157. …and start surfing your crowd today. 165
  158. 158. Trends Benefits Search LinkedIn Email Twitter Mobile Stay social, my friends 166
  159. 159. Trends Benefits Search LinkedIn Email Twitter Mobile Thank you! 167
  160. 160. Trends Benefits Search LinkedIn Email Twitter Mobile Any Questions? 168
  161. 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. 162. EatMedia.com Or Be Eaten
  163. 163. AboutChief Revenue Office (CRO)Sales, Marketing, Client Relations, Fanbase buildingDigital, Mobile, Social, EventsCRM, Marketing Automation, AnalyticsContent DevelopmentUser Experience design 171
  164. 164. What next? 172

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