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Trends with benefits mar 2012 dc

  1. 1. Trends Benefits Search LinkedIn Email Twitter Mobile Trends with Benefits Social Media 2012 Playbook March 28, 2010 1
  2. 2. Trends Benefits Search LinkedIn Email Twitter Mobile Trends with Benefits 2
  3. 3. EatMedia.com Change is a constant bordering on chaosSurround yourself with people that help you use these forces. EatMedia or be Eaten 3
  4. 4. AboutChief Revenue Office (CRO)Sales, Marketing, Client Relations, Fanbase buildingDigital, Mobile, Social, EventsCRM, Marketing Automation, AnalyticsContent DevelopmentUser Experience design 4
  5. 5. GO F.LIN.T.Y. 8 8
  6. 6. ROI? Return On Investment Risk Of Inactivity9
  7. 7. 5 Years: $5-30 B Sales Growth of Physical Goods
  8. 8. Who? - You - Yours- Friends
  9. 9. I hear, and I forget.I see, and I remember.I do, and I understand. - Chinese Proverb
  10. 10. Evolve…Dave Armano+
  11. 11. It’s about the Story You Tell 16
  12. 12. -… 18
  13. 13. - …… OR DO WE? 19
  14. 14. Twitter hashtag: #NSTC328www. 20
  15. 15. 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. 21
  16. 16. 3 Forms of Media: Own Buy Earn2 Reasons to Participate: Opportunity Obligation 1 Most Important: Content
  17. 17. 2323
  18. 18. InBound Marketing Hubspot24
  19. 19. 25
  20. 20. What are you trying to build, and where? 26
  21. 21. 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 27
  22. 22. 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 28
  23. 23. 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) 29Next up: Trends
  24. 24. Trends Benefits Search LinkedIn Email Twitter Mobile Trends 30
  25. 25. Hubspot 2011
  26. 26. 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 Mashable, GigaOm WSJ .com TV / NewspaperJobs LinkedIn Monster.com Newspaper LinkedIn, Virtual Trade LinkedIn, Virtual TradeBusiness Forum Show Show Trade ShowSocial Forum Facebook, Pinterest Friendster Tripod, AOL, Lycos Twitter, Polldaddy,Opinion Forum LinkedIn Forums & focus groups Mail surveys 32
  27. 27. 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 Mashable, GigaOm WSJ .com 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 33
  28. 28. 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 34
  29. 29. 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 35
  30. 30. Social Media =The Internet’s way ofdriving us all crazy… 36
  31. 31. But it’s a great way toreach an extended audience. 37
  32. 32. The crazy part is…. 38
  33. 33. Me You No two audience members are alikeFriend Org Daily Weekly Seldom / never 39
  34. 34. 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? 40
  35. 35. Who uses what? How, and why? Stats also available for Twitter, Pinterest, Facebook, Google+, Reddit, Digg (search Mashable.com for “Social Media Demographics” (or click here) 41Next: Benefits
  36. 36. Trends Benefits Search LinkedIn Email Twitter Mobile Benefits 43
  37. 37. What’s In It for Me? 44
  38. 38. Q: What’s In It for You? Consider: The attributes of business now apply to the individual 45
  39. 39. Q: What’s In It for You?A: New sources of Capital. 46
  40. 40. Q: What’s In It for You?A: New sources of Capital. Relationships 47
  41. 41. Q: What’s In It for You?A: New sources of Capital. Relationships Influence 48
  42. 42. Q: What’s In It for You?A: New sources of Capital. Money Relationships $ Influence 49
  43. 43. Q: What’s In It for You?A: New sources of Capital. Money Relationships $ InfluenceFinancial Social Capital Capital 50
  44. 44. Q: How are they interchangeable? Money Relationships $ Influence 51
  45. 45. Q: How are they interchangeable?A: Through Value Exchange: • Trust Money • Reciprocity Relationships $ • Knowledge • Authority • Recognition Influence 52
  46. 46. Example: Influence as Social Capital Influence Knowledge X Reach X RelevanceInfluence = + Authority (Value) 53
  47. 47. Example: Relationships as Social Capital Relationships Trust +Relationships = Reciprocity X Reach X Relevance (Value) 54
  48. 48. 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) 55
  49. 49. 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) 56
  50. 50. Social Capital gaps = investment opportunities It don’t mean a thing If you don’t hear “cha-ching” Money $ 57
  51. 51. Social Capital gaps = investment opportunities 1. content 3. 2. conversion community 58
  52. 52. Social Capital gaps = investment opportunities1. engagement Exchange information along your buyer’s journey: 1. Identity content Preferences 3. 2. Requirements conversion community preferences 59
  53. 53. 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 60
  54. 54. 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 61
  55. 55. So, how’s your Social Capital? ? 62
  56. 56. What’s that nagging feeling? 63
  57. 57. How close are you… 64
  58. 58. …to this… 65
  59. 59. … or this? 66
  60. 60. 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/ 67
  61. 61. 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/ 68
  62. 62. If the Currency of Social Capital is Action… 69
  63. 63. …take action. Climb a social rung each week. Influential Immersed Active Scouting 70
  64. 64. 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) 71
  65. 65. 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. 72
  66. 66. 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…. 73
  67. 67. 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) 74
  68. 68. Review:Action item 1: Climb a social rung every week Influential Immersed Active Scouting …alongside your audience 75
  69. 69. 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 76Next up: Search
  70. 70. Trends Benefits Search LinkedIn Email Twitter Mobile Search Or: How to get found 77
  71. 71. Search marketing is child’s play…Got any Aces? 78
  72. 72. Go fish! 79
  73. 73. Are virtual trade shows worth it? 80
  74. 74. 81
  75. 75. 82
  76. 76. 83
  77. 77. Everything can be tagged. This presentation is. 84
  78. 78. Everything can be tagged. This presentation is.Tag! You’re It. 85
  79. 79. Summary: • Search is child’s play. So play the games. • Get visible. • Get found. • Get shared. 86Next up: LinkedIn
  80. 80. Trends Benefits Search LinkedIn Email Twitter Mobile 87
  81. 81. “ I (we) ” - Reid Hoffman, Founder 88
  82. 82. “All the attributes of business now apply to the individual”. - Reid Hoffman, Founder 89
  83. 83. Q: What’s In It for You? A: The 3 main ingredients of growth - • Broader vision • Faster learning • Collective intelligence Source: HBR 90
  84. 84. Q: Who’s there? 91
  85. 85. LinkedIn helper apps at 92
  86. 86. Action item 2: Start a new habit Publish: share the answers R&D: ask a question Start a Discussion Contribute to a Discussion Join Groups Complete Profile (100%) 94
  87. 87. 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. 95
  88. 88. 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.See linkedin.com strategy guides - visit Learning Center via “footer” menu 96
  89. 89. Action item 2: Start a new habit Publish: share the answers R&D: ask a question Start a Discussion Contribute to a Discussion Join Groups Complete Profile (100%) 97Next up: Email
  90. 90. Trends Benefits Search LinkedIn Email Twitter Mobile Email 98
  91. 91. 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) 99
  92. 92. Gaps and opportunities• Get targeting right, finally know your audience• 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 100
  93. 93. A Report on: • 500,000 email software product users • over 100,000,000 emails sent • Open & Click rates 101
  94. 94. Average userOpen: Click:19.58% 3.81% 102
  95. 95. Average user Pro user $ + 24% + 82%Open: Click: Open: Click:19.58% 3.81% 24.22% 6.94% 103
  96. 96. 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. 104
  97. 97. Email #FAIL: Let us count the ways… Header (From, Subject) Text/Graphics <alt> tagsTo: DavidFrom: Ed | fanfoundry Text proofingSubject: 3/28 preso, links, etc.Date: March 28, 2012 Call to Action (CTA)David,I look forward to meeting all of you at Mobile friendlyWednesday’s breakfast on “Trends WithBenefits”. Social linksHere are the links:•What’s Your Social Profile” (online poll)•NSTC.org event registration page•EatMedia.com event page•Fanfoundry.com event page 105
  98. 98. Action Item 3: Treat Email and Websites alike Header (From, Subject) Text/GraphicsTo: David <alt> tagsFrom: Ed | To: David | fanfoundry fanfoundry From: Ed Text proofingSubject: 3/28 preso, links, etc. Subject: 3/28 preso, links, etc. Date: March 28, 2012 Call to Action (CTA)Date: March 28, to meeting all of you at David, I look forward 2012 Mobile friendly Wednesday’s breakfast on “Trends With Benefits”. Social linksDavid, Here are the links:I look forward to Social Profile” (online poll) of you at •What’s Your meeting all •NSTC.org event registration pageWednesday’s breakfast on “Trends With •EatMedia.com event page •Fanfoundry.com event pageBenefits”.Here are the links:•What’s Your Social Profile” (online poll)•NSTC.org event registration page•EatMedia.com event page 106•Fanfoundry.com event page
  99. 99. Inbox view 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 Ed feathered Recently Huh? 107
  100. 100. Message view 108
  101. 101. 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”) 109
  102. 102. Summary: target, share, test •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 110Next up: Twitter
  103. 103. Trends Benefits Search LinkedIn Email Twitter Mobile 111
  104. 104. 112
  105. 105. 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! 113
  106. 106. What’s in your Twitter toolbelt? 114
  107. 107. Action Item 4: Embrace your Twitterati 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) 115
  108. 108. I have a sustainability blog titled “Social Climate”, namedafter my nonprofit, the Social Climate Group. Here it is: 116
  109. 109. 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. 117
  110. 110. 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 118
  111. 111. recentWhat happened next?Here are a few sips fromthis “tweetstream”(most recent on top): My Tweet 119
  112. 112. My Tweet 120
  113. 113. 121
  114. 114. 122
  115. 115. 123
  116. 116. 124
  117. 117. 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 125
  118. 118. 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. 126
  119. 119. 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. 127
  120. 120. 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 128Next: Mobile
  121. 121. Trends Benefits Search LinkedIn Email Twitter Mobile Mobile 129
  122. 122. Get SmartSoLoMo
  123. 123. It’s a mobile social world… 132
  124. 124. It’s a mobile social world… 133
  125. 125. It’s a mobile social world… 134
  126. 126. It’s a mobile social world… 135
  127. 127. 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? 136
  128. 128. 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
  129. 129. 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 138Share:
  130. 130. 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 139
  131. 131. Uber-action Item:Align your Social Listening with your Content Marketing… 140
  132. 132. …and start surfing your crowd today. 141
  133. 133. Trends Benefits Search LinkedIn Twitter Email Mobile Stay social, my friends 142
  134. 134. Trends Benefits Search LinkedIn Twitter Email Mobile Thank you! 143
  135. 135. Trends Benefits Search LinkedIn Twitter Email Mobile Any Questions? 144
  136. 136. EatMedia.com Or Be Eaten
  137. 137. 146
  138. 138. Net Atlantic is a proud sponsor of the NSTC 147
  139. 139. 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 148
  140. 140. 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 149
  141. 141. 150
  142. 142. 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 151
  143. 143. 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) 152
  144. 144. 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! 153
  145. 145. Trends Benefits Search LinkedIn Email Twitter Mobile Trends with Benefits 154
  146. 146. EatMedia.com Change is a constant bordering on chaosSurround yourself with people that help you use these forces. EatMedia or be Eaten 155
  147. 147. AboutChief Revenue Office (CRO)Sales, Marketing, Client Relations, Fanbase buildingDigital, Mobile, Social, EventsCRM, Marketing Automation, AnalyticsContent DevelopmentUser Experience design 156
  148. 148. GO F.LIN.T.Y. 160 160
  149. 149. ROI? Return On Investment Risk Of Inactivity161
  150. 150. 5 Years: $5-30 B Sales Growth of Physical Goods
  151. 151. Who? - You - Yours- Friends
  152. 152. I hear, and I forget.I see, and I remember.I do, and I understand. - Chinese Proverb
  153. 153. Evolve…Dave Armano+
  154. 154. It’s about the Story You Tell 168
  155. 155. -… 170
  156. 156. - …… OR DO WE? 171
  157. 157. Twitter hashtag: #NSTC328www. 172
  158. 158. 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. 173
  159. 159. 3 Forms of Media: Own Buy Earn2 Reasons to Participate: Opportunity Obligation 1 Most Important: Content
  160. 160. 175175
  161. 161. InBound Marketing Hubspot 176
  162. 162. 177
  163. 163. What are you trying to build? 178
  164. 164. First ask: What do you have to say?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 179
  165. 165. 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 180
  166. 166. 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) 181Next up: Trends
  167. 167. Trends Benefits Search LinkedIn Email Twitter Mobile Trends 182
  168. 168. Hubspot 2011
  169. 169. Where are we now? New ways to engage: Generation “C” Last Decade Last CenturySpeed Light beam Electron 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 Mashable, GigaOm WSJ .com TV / NewspaperJobs LinkedIn Monster.com Newspaper LinkedIn, Virtual Trade LinkedIn, Virtual TradeBusiness Forum Show Show Trade ShowSocial Forum Facebook, Pinterest Friendster Tripod, AOL, Lycos Twitter, Polldaddy,Opinion Forum LinkedIn Forums & focus groups Mail surveys 184
  170. 170. 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 Mashable, GigaOm WSJ .com 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 185
  171. 171. 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 MFacebook Mashable Ebooks Music Mobile LinkedIn Twitter Ebay Sales Users Subscribers (% of all sales) Downloads Apps Users Users 186
  172. 172. 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 MFacebook Mashable Ebooks Music Mobile LinkedIn Twitter Ebay Sales Users Subscribers (% of all sales) Downloads Apps Users Users 187
  173. 173. Social Media =The Internet’s way ofdriving us all crazy… 188
  174. 174. But it’s a great way toreach an extended audience. 189
  175. 175. The crazy part is…. 190
  176. 176. Me You No two audience members are alikeFriend Org Daily Weekly Seldom / never 191
  177. 177. 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? 192
  178. 178. Who uses what? How, and why? Stats also available for Twitter, Pinterest, Facebook, Google+, Reddit, Digg (search Mashable.com for “Social Media Demographics” (or click here) 193Next: Benefits
  179. 179. Trends Benefits Search LinkedIn Email Twitter Mobile Benefits 195
  180. 180. What’s In It for Me? 196
  181. 181. Q: What’s In It for You? Consider: The attributes of business now apply to the individual 197
  182. 182. Q: What’s In It for You?A: New sources of Capital. 198
  183. 183. Q: What’s In It for You?A: New sources of Capital. Relationships 199
  184. 184. Q: What’s In It for You?A: New sources of Capital. Relationships Influence 200
  185. 185. Q: What’s In It for You?A: New sources of Capital. Money Relationships $ Influence 201
  186. 186. Q: What’s In It for You?A: New sources of Capital. Money Relationships $ InfluenceFinancial Social Capital Capital 202
  187. 187. Q: How are they interchangeable? Money Relationships $ Influence 203
  188. 188. Q: How are they interchangeable?A: Through Value Exchange: • Trust Money • Reciprocity Relationships $ • Knowledge • Authority • Recognition Influence 204
  189. 189. Example: Influence as Social Capital Influence Knowledge X Reach X RelevanceInfluence = + Authority (Value) 205
  190. 190. Example: Relationships as Social Capital Relationships Trust +Relationships = Reciprocity X Reach X Relevance (Value) 206
  191. 191. 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) 207
  192. 192. 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) 208
  193. 193. Social Capital gaps = investment opportunities It don’t mean a thing If you don’t hear “cha-ching” Money $ 209
  194. 194. Social Capital gaps = investment opportunities 1. content 3. 2. conversion community 210
  195. 195. Social Capital gaps = investment opportunities1. engagement Exchange information along your buyer’s journey: 1. Identity content Preferences 3. 2. Requirements conversion community preferences 211
  196. 196. 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 212
  197. 197. 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 213
  198. 198. So, how’s your Social Capital? ? 214
  199. 199. What’s that nagging feeling? 215
  200. 200. How close are you… 216
  201. 201. …to this… 217
  202. 202. … or this? 218
  203. 203. 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/ 219
  204. 204. 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/ 220
  205. 205. If the Currency of Social Capital is Action… 221
  206. 206. …take action. Climb a social rung each week. Influential Immersed Active Scouting 222
  207. 207. 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) 223
  208. 208. 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. 224
  209. 209. 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…. 225
  210. 210. 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) 226
  211. 211. Review:Action item 1: Climb a social rung every week Influential Immersed Active Scouting …alongside your audience 227
  212. 212. 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 228Next up: Search
  213. 213. Trends Benefits Search LinkedIn Email Twitter Mobile Search Or: How to get found 229
  214. 214. Search marketing is child’s play…Got any Aces? 230
  215. 215. Go fish! 231
  216. 216. Are virtual trade shows worth it? 232
  217. 217. 233
  218. 218. 234
  219. 219. 235
  220. 220. Everything can be tagged. This presentation is. 236
  221. 221. Everything can be tagged. This presentation is.Tag! You’re It. 237
  222. 222. Summary: • Search is child’s play. So play the games. • Get visible. • Get found. • Get shared. 238Next up: LinkedIn
  223. 223. Trends Benefits Search LinkedIn Email Twitter Mobile 239
  224. 224. “ I (we) ” - Reid Hoffman, Founder 240
  225. 225. “All the attributes of business now apply to the individual”. - Reid Hoffman, Founder 241
  226. 226. Q: What’s In It for You? A: The 3 main ingredients of growth - • Broader vision • Faster learning • Collective intelligence Source: HBR 242
  227. 227. Q: Who’s there? 243
  228. 228. LinkedIn helper apps at 244
  229. 229. Action item 2: Start a new habit Publish: share the answers R&D: ask a question Start a Discussion Contribute to a Discussion Join Groups Complete Profile (100%) 246
  230. 230. 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. 247
  231. 231. 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.See linkedin.com strategy guides - visit Learning Center via “footer” menu 248
  232. 232. Action item 2: Start a new habit Publish: share the answers R&D: ask a question Start a Discussion Contribute to a Discussion Join Groups Complete Profile (100%) 249Next up: Email
  233. 233. Trends Benefits Search LinkedIn Email Twitter Mobile Email 250
  234. 234. 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) 251
  235. 235. Gaps and opportunities• Get targeting right, finally know your audience• 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 252
  236. 236. A Report on: • 500,000 email software product users • over 100,000,000 emails sent • Open & Click rates 253
  237. 237. Average userOpen: Click:19.58% 3.81% 254
  238. 238. Average user Pro user $ + 24% + 82%Open: Click: Open: Click:19.58% 3.81% 24.22% 6.94% 255
  239. 239. 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. 256
  240. 240. Email #FAIL: Let us count the ways… Header (From, Subject) Text/Graphics <alt> tagsTo: DavidFrom: Ed | fanfoundry Text proofingSubject: 3/28 preso, links, etc.Date: March 28, 2012 Call to Action (CTA)David,I look forward to meeting all of you at Mobile friendlyWednesday’s breakfast on “Trends WithBenefits”. Social linksHere are the links:•What’s Your Social Profile” (online poll)•NSTC.org event registration page•EatMedia.com event page•Fanfoundry.com event page 257
  241. 241. Action Item 3: Treat Email and Websites alike Header (From, Subject) Text/GraphicsTo: David <alt> tagsFrom: Ed | To: David | fanfoundry fanfoundry From: Ed Text proofingSubject: 3/28 preso, links, etc. Subject: 3/28 preso, links, etc. Date: March 28, 2012 Call to Action (CTA)Date: March 28, to meeting all of you at David, I look forward 2012 Mobile friendly Wednesday’s breakfast on “Trends With Benefits”. Social linksDavid, Here are the links:I look forward to Social Profile” (online poll) of you at •What’s Your meeting all •NSTC.org event registration pageWednesday’s breakfast on “Trends With •EatMedia.com event page •Fanfoundry.com event pageBenefits”.Here are the links:•What’s Your Social Profile” (online poll)•NSTC.org event registration page•EatMedia.com event page 258•Fanfoundry.com event page
  242. 242. Inbox view 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 Ed feathered Recently Huh? 259
  243. 243. Message view 260
  244. 244. 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”) 261
  245. 245. Summary: target, share, test •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 262Next up: Twitter
  246. 246. Trends Benefits Search LinkedIn Email Twitter Mobile 263
  247. 247. 264
  248. 248. 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! 265
  249. 249. What’s in your Twitter toolbelt? 266
  250. 250. Action Item 4: Embrace your Twitterati 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) 267
  251. 251. I have a sustainability blog titled “Social Climate”, namedafter my nonprofit, the Social Climate Group. Here it is: 268
  252. 252. 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. 269
  253. 253. 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 270
  254. 254. recentWhat happened next?Here are a few sips fromthis “tweetstream”(most recent on top): My Tweet 271
  255. 255. My Tweet 272
  256. 256. 273
  257. 257. 274
  258. 258. 275
  259. 259. 276
  260. 260. 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 277
  261. 261. 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. 278
  262. 262. 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. 279
  263. 263. 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 280Next: Mobile
  264. 264. Trends Benefits Search LinkedIn Email Twitter Mobile Mobile 281
  265. 265. Get SmartSoLoMo
  266. 266. It’s a mobile social world… 284
  267. 267. It’s a mobile social world… 285
  268. 268. It’s a mobile social world… 286
  269. 269. It’s a mobile social world… 287
  270. 270. 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? 288
  271. 271. 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
  272. 272. 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 290Share:
  273. 273. 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 291
  274. 274. Uber-action Item:Align your Social Listening with your Content Marketing… 292
  275. 275. …and start surfing your crowd today. 293
  276. 276. Trends Benefits Search LinkedIn Twitter Email Mobile Stay social, my friends 294
  277. 277. Trends Benefits Search LinkedIn Twitter Email Mobile Thank you! 295
  278. 278. Trends Benefits Search LinkedIn Twitter Email Mobile Any Questions? 296
  279. 279. EatMedia.com Or Be Eaten
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