(33 Minutes of music) (Alan will click when ready to begin)
(Alan: talk slow, don’t say um) Welcome everyone and thank for coming. Who are you and CWS? Topic today is Social Media Marketing, Inspired by Web2.0 Conference last year Ask how many are on Facebook? How many use it for marketing? Encourage you to ask lots of questions!
Reminds me of the start to CWS – Joke about pictures Future is Uncertain Opportunities Are Plentiful – Yahoo Directory Anyone Can Succeed (I’m Proof)
To set the tone about what’s happening, play a little video. (Play Video) In the February 2007 version of “Shift Happens,” 4.8 million views, 20 seconds was devoted to mentions of social media, or roughly 5.5% of the content. An updated 4.0 version was released on September 14, 2009. Latest version dedicates roughly 29.4% of the air time to Social Media – 75 seconds
Understand Fundamental Switch to be successful in business Evolution to focusing on people/relationships Started 2-3 years ago Difference of Social Media (blogs, microblogs, tags, etc) vs. Social Networks (facebook, myspace)
Leaving “Decade of Information” Entering “Decade of People” Acceptable to Share Personal Information No longer “Arrogant” to post pictures, etc. Trusted Online Identity is Here Information is still there, but revolves around your family, friends, etc.
Explosive “Social Media” Growth 400 Million Facebook users. 200 Million daily visits Facebook adding 50 Million more users every 6 months 8 million are joining fan pages every day. Each person has an average of 120 friends. Average user logs in for 21 minutes per visit. How long do they stare at a billboard? However, growth is slowing… concerns me only with Twitter. (Are you saying ummm?)
Forrester Research's “Social Media Playtime is Over” report Marketers intend to invest more in social media, but are waiting to see benefits. BusinessWeek has annual ”World’s Most Influential Companies” = Facebook Nielsen Rankings show social networking activity surpassed personal email
Communication has evolved. Face 2 face, phone conference, email, Facebook. Casual communication. Facebook brings back the &quot;personal&quot; feel we lost w/ face 2 face communication.
Your identity now goes with you Barack Obama’s Inauguration Facebook Connect Allowed Interactive Chat Sites are allowing people to login with Facebook Google Friend Connect
What does all this mean… (build up for next slide)
It’s time to change the way we think about marketing. Everything has changed Continues to change
New data can be mined about your customers, prospects, friends The expectation is that you do know your prospect before calling Don’t leave 5 messages when you know they are on vacation
Casual communications opens doors to people otherwise unattainable. Transitive Trust opens doors to “friends of friends”. Acceptable to “Friend” or “Follow” someone you’ve hardly met. You can never have enough friends (connections) so make lots of them. Social media is all about building and strengthening relationships. Later, I’ll show you an example of how I built a relationship entirely from Facebook.
Anyone here meet someone at this convention? Help with the &quot;weak ties&quot;. Those people that you only meet briefly. Capture the long- tail. Now you have a chance to build that relationship on Facebook You no longer have to let those relationships die, build them. Mention Greg Willis, CIO Europe of ING
Prospect &quot;Names&quot; become real people. If they know you, they are more open to hearing what you have to say. Facebook is CRM. Even better because it gives you excuses to interact. It tells you when someone has a birthday… Has anyone experienced a facebook birthday? Example of young kid who tracks all relationships when he's in 2nd grade.
Transitive trust between people and products. If Chris wears these pants, I may be more open to them too. It’s no longer just Chris, now it's Chris and all of his friends. So, what does this mean for e-marketing? Loyalty gets magnified on social networks Facebook uses your friends to decide who to show ads to. Mention Texas Holdem Ads (which leads to….)
Hyper-Targeted advertising is the wave of the future. Why show ads to everyone when you can based on interest, sex, location. Much more affordable and effective. Death to Google Adwords? 39 billion pageviews per month on Facebook! Capture &quot;latent&quot; interest vs. &quot;intention&quot; based interest. (ie: Googler’s are ready to buy)
Passive endorsements and “liking” something. You no longer have to write a letter or make a call to promote something. Now you can just join a fan page. All of your friends find out about it when you become a fan. There has never been something this easy for a marketing professional. But, this also leads to challenges.
For example, you no longer control customer service! No longer between just customer and company Now we Google for a solution. We may complain on Twitter/Facebook Has anyone ever seen a complaint on Facebook? What was it? Mention the Charter story about reducing rates.
New media causes new challenges that we must solve It’s easy to like you, but also easy to hate you (and let everyone know) We solved Phone Support & Email support Integrate social networking monitoring with your existing workflow? Respond in the same manner they contact you (twitter, facebook, phone, etc). Salesforce CRM for Twitter, create a case from a tweet. Are people complaining about you? How will you know if you’re not involved?
United Airlines found out the hard way, some say it cost them millions. In the spring of 2008, Sons of Maxwell were traveling to Nebraska for a one-week tour His Taylor guitar was witnessed being thrown by United Airlines baggage handlers in Chicago. This is what he did (show video but mention you’ll cut it short). Some have argued that this video cost United millions in lost revenue and bad PR. Do you want something like this to happen to you? If not, you better…. (next slide)
Keep your Promises! Social media will magnify what is really happening. Over promise and under deliver? Expect to hear… Hotel Hilton Video Gather touchpoint data – “Be a customer” Review your marketing materials What is promised? How do you support those promises? Does your delivery match your promise? Does anything need “fixing”?
Once you can deliver what you promise, then start to build on it with SM. Social Media is here to stay, so you need to get started. We’re going to focus more on this right now. Now, we need to figure out where our time is best spent. I say facebook. But, remember that relationship building is central to social media.
What you DON’T do may be more important than what you DO. It’s not interruption based (like TV, pop-ups, spam) You have to earn your invitation. It’s a big cocktail party! (tell story) Your online/offline reputation are different.
You cannot control a social media conversation, only monitor it and contribute to it. “ Satisfied Customers” won’t work, you need raving fans Promoters are 9 & 10, Neutral are 7-8, everyone else is a detractor. You influence the conversation by increasing promoters and decreasing detractors. So, before you begin you need to ask yourself… (next slide).
Who has influence in my customer base? (bloggers, customer w/ 2000 FB friends) Are they promoters or detractors? Do a RANDOM “satisfaction” survey before you begin. Are you getting 9/10’s? Be honest. Pick some of your tougher customers, don’t ignore them. Do I need to change my product or service that drives the conversation?
Then, we can begin to work on a social media marketing plan. The goal is to get your customers to talk about their positive experiences. Think about what the business objective of the campaign is. How will I measure my success? (# of facebook fans, # of positive comments) What are your existing marketing channels? (tv, radio, billboards) How can they be used to promote social media effects? Newsletters, website, point of sale
Get started with a Facebook Fan page. There are 75,000+ potential “friends” within a 20 mile radius. Use Fanbox Widgets to promote. Click on “Add Fanbox to Site” Build relationships and be interested in others. Do not try to sell! Provide information & Value (giveaways, event notifications) Get involved and give back (birthday wishes) Limit updates to 1-2 per day on FB. 4-5 on Twitter.
Test & Measure your results/influence (# of comments, messages, fans, etc) Assign FanPage to an employee, assign responsibility. Set up lists (FB) and tweetdeck filters (twitter) to save time. Hide crap that doesn’t matter and/or friends that don’t provide value. Build your email list. As Lyle showed earlier, this seminar was marketed from it entirely. Cross Promote to build both lists
There is a lot of hype around Twitter, but I’m not convinced. It’s too difficult for many, one way communication is restrictive. Growth with new users has slowed. However, it can be beneficial in certain ways. B2B vs. B2C (airlines, restaurants, destination hotels) Global or Local? How relationship based is your business? Slowing growth is worse for twitter. If you are going to tweet, take advantage of sites like stufftotweet.com and tweetlater.com Better question is “to blog or not to blog?”. Mention the benefits of SEO. There are a lot of things you can do to improve your web marketing. Don’t get caught up in the hype. Start with the basics. If you’re not already doing so, you need to start collecting emails. Understand your website statistics. Content. E-newsletters are by far the most cost effective form of marketing.
Stand up and stretch. Lead in to Brad Sugars I’m a “test and measure” kind of guy. Wanted proof that it wasn’t all just hype.
For my seminar last year, I did the “Brad Sugars Challenge” Brad Sugars CEO/Owner of ActionCoach International Company Multi-Million Dollar Company Goal was to prove that w/ social media I could connect with someone “unattainable”.
Here he is flying around the world on his plane. I don’t have one.
To start out, I sent him a tweet on Twitter. Asked if he was the owner of ActionCoach. He replied “Definitely Is”
Then, I asked him to be my friend on Facebook. He accepted. Commented on a few of his photos, joked about him going back to the “cold of vegas”
I did a few things that I thought he might relate to. Here is my Escalade. He didn’t bite.
I tried changing my profile picture. Here’s me drinking on burbon street in New Orleans last year. I “liked” something of his to try to draw attention to my profile.
Without much success, decided to send him a message Asked about the plane picture. What kind of drink was it? Settle a disagreement between a friend. And prove a point with my upcoming seminar. He asked for the details….
So I told him the whole story about what I was doing.
He replied that it was “great stuff” Emailed back and forth a few more times. Told me that it was 10 cane rum. I told him that was interesting, and I’d try it.
Later that week, said I found a bottle of 10 cane. He “Liked it”. Knew he was at my profile again.
Then, he had his birthday wish to raise $ for Cancer Schmancer He was matching dollar for dollar, asking for $38 So, I donated $50 right away. “ Help enough people get what they want, and you’ll have everything you want” - Zig Ziglar
He thanked me for “getting the ball rolling” “ People like to do business with their friends, so make lots of them”
At this point, I did the seminar and told the “challenge story”. Felt pretty good about the connection, but knew it could be better. My next step was to contact him… he knew who I was by now. Facebook provided me with all of his contact information. Also, I was armed with personal information about him. Such as… (next slide)
His favorite rum! So, at the end of my first seminar I asked the participants to help me “be memorable”. Asked to donate to the Cancer Schmancer Foundation. Sent the money, a bottle of 10 can rum as a birthday present to Brad. Included a copy of my seminar with the present.
About two weeks later, Brad posts this on my wall. Shock and awe. But it didn’t stop there!
He continued to interact with me on facebook. Was the first person to donate to MY birthday wish. Left comments from time to time. And then… cool things started to happen.
He started talking about me! His circle of influence is much bigger than mine. He does a “mastermind series”. Gitomer, etc. Mari Smith interview… tells my story!
Then a month or so later… This gets posted on my wall.
So, I decide to “go for the gold”. Ask him to write the foreward to my book in January of 2010. Tell what the book is about… He says yes!
Book went on sale this morning. Order forms at ends of table. Free shipping if you order today, or Thejoblessbook.com to order
Added this slide this morning. Passive endorsements are starting already. Transitive trust with Amy Baier. So, with that, I’d just like you to know that with social media… (next slide)
anything is possible. It’s about building relationships (customers, prospects, unattainable people) It’s here to stay, so you better get involved. How many of you may consider using social media now?
Here is my contact information, please friend me on Facebook if you haven’t already. Don’t forget to fill out your survey form. In comments, please mention which topics you enjoyed the most today. (Do giveaways & Door Prizes, when done click)
Ask your questions now. (check on time left)
(Last slide. Don’t click! Music will play automatically for 15 minutes)