presents
Marketing Your Business In
The Facebook Era

Rules of this Seminar
 This is a LIVE, Interactive event!
 Keep your cell phone, PDA, Laptop on!
 Turn your devices on “silent mode”
 10 minute break
 live.cws.net
 @dekeyrel
 #fbera

Introduction
 Alan De Keyrel
 President of Corporate Web Services, Inc.
 Started in 1997
 Web Design, Hosting, and Application Dev.
 Staff of 10 programmers and web specialists
 Innovative- Web 2.0 Expo in San Francisco
 Reminds me of the “The Start of CWS”

The Start of CWS
 Future is Uncertain
 Opportunities Are Plentiful –Yahoo Directory
 Anyone Can Succeed (I’m Proof)

Seminar Agenda
What is Social Media?
What’s Going On? New Possibilities Real Life Examples
• Explosive Growth • Data Mining • Targeted Facebook Ads
• Information vs. People • Transitive Trust • Latent Interest
• Trusted Online Identity Here • Communication Evolved • Persona Marketing
• Identity Goes With You • Weak Ties • ActionCoach CEO
• Changes Your Business • Passive Endorsements

What Social Media Tools Are You
Currently Using?
 Grab your cell phone
 Send a text message to 99503
 Send a tweet to @poll
 Browse to www.poll4.com
 CWS1 = Facebook
 CWS2 =LinkedIn
 CWS3 = FriendFeed
 CWS4 = Twitter

What is Social Media?
 Not a “How to Use Twitter” seminar
 Understand Fundamental Switch to be
successful in business
 Evolution to focusing on people/relationships
 Started 2-3 years ago
 Facebook, Twitter, LinkedIn, MySpace
 Focus on Two: Facebook and Twitter
 Time-saving tips on both

What is Social Media?

What is Social Media?
 Create lists to be more effective!

What is Social Media?
How many tried Twitter and found it confusing?

My Social Media System

My Social Media Tools

Let’s Answer A Question:
Why should you
care about
all of this?

Let’s Do Another Poll!
 Why did you attend this seminar?
 Send a text message to 99503
 Send a tweet to @poll
 Browse to www.poll4.com
 CWS6 = It’s better than working
 CWS7 = I want to learn how to make money
 CWS8 = I was curious what the experts had to say
 CWS9 = I wanted to know if Social Media was important

What’s Going On?
 Explosive “Social
Media” Growth
 Women over 55 =
Fastest Growth in
Last Quarter
 200 Million Facebook
users. 100 Million
daily visits
 Facebookadded 23
Million in U.S. (6 mo.)

What’s Going On?
 Forrester Research's “Social
Media Playtime is Over” report
- marketers intend to invest more in social media, but
are waiting to see benefits.
 ”World’s Most Influential
Companies = Facebook”
 “Social Networking Has
Surpassed Personal Email”

Information vs. People
 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.
 The “Mom” Stamp of Approval

Your Identity Goes With You
 Barack Obama’s Inauguration

Your Identity Goes With You
Google Friend Connect
Facebook Connect

What does all this mean?
It’s time to change
the way
we think
about
“marketing”

New Customer Possibilities
 New data can be mined about your
customers, prospects, friends
 The expectation is that you do know your
prospect before calling
 Transitive Trust - purchase decisions come
from friends. Who do you know in common.

New Customer Possibilities
 Communication evolved. Face 2 face, phone
conference, email, Facebook.
 Casual communication. Facebook brings
back the \"personal\" feel we lost w/ face 2 face
communication.

New Customer Possibilities
 Help with the \"weak ties\".
 Capture the long- tail. Exchange business
card at Business After Hours. Now you have a
chance to build that relationship on Facebook

New Customer Possibilities
 Casual communications opens doors to
people otherwise unattainable.
 Acceptable to “Friend” or “Follow” someone
you’ve hardly met.
 Transitive Trust opens doors to “friends of
friends”.
 Example will follow
after the break.

New Customer Possibilities
 Example of young kid who tracks all
relationships when he's in 2nd grade.
 Prospect \"Names\" 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.

CRM Integration
 Do you use a CRM?
 Automatic data mining
 Learn about your
prospects/customers
 Who are their friends
 What do you have in
common?
 B2B vs. B2C doesn’t
matter. It’s the people!

E-Marketing
 So, what does this mean for e-marketing?
 Loyalty gets magnified on social networks
 No longer just Chris, it's Chris and
all of his friends.
 Facebook uses your friends to
decide who to show ads to.
 Transitive trust between people
and products. If Chris wears
these pants, I may be more open
to them too.

E-Marketing
 Passive endorsements.
 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.

Hyper-Targeted Ads
 Why show ads to everyone when you can
based on interest, sex, location.
 Much more affordable and effective.
 Capture \"latent\" interest vs. \"intention\" based
interest. (ie: Googler’s are ready to buy)
 Bonobos (fashion conscious, men, New York)

Hyper-Targeted Ads
 Targeting Specific Demographics

Hyper-Targeted Ads
 You’ll know the precise number

Persona Marketing
 Jack Box is Cool. “Jack in the Box”, is not.
 130,000 friends
 Hangintherejack.com

Customer Service
 No longer between just customer and
company
 Now we Google for a solution.
 We may complain on Twitter/Facebook
 Are people complaining about you?

Customer Service
 New media causes new challenges.
 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 (example). Create
a case from a tweet.

Short Break
 After break, I’ll show you some real life
examples of using Social Media for Business
 Answer Questions
 Give away free stuff
 Survey

Ask your questions now!
 What questions do you
have for Alan?
 Text ASKCWS and your message to 99503
 tweet @poll ASKCWS and your message
 Browse to www.poll4.com

My Challenge
 Brad Sugars CEO/Owner of ActionCoach
 International Company
 Multi-Million Dollar Company

Brad Sugars Challenge

Brad Sugars Challenge

Brad Sugars Challenge

Brad Sugars Challenge

Brad Sugars Challenge

Brad Sugars Challenge

Brad Sugars Challenge

Brad Sugars Challenge

Brad Sugars Challenge
“Help enough people get what they want, and
you’ll have everything you want” - ZigZiglar

Brad Sugars Challenge
“People like to do business with their friends, so
make lots of them”

Brad Sugars Challenge
 My Next Step… Contact Him!

Brad Sugars Challenge
 You can help me “be memorable”
 Sending a “Thank You/Birthday Gift”
 Donate to the Cancer Schmancer Foundation

In Conclusion
My Top Social Networking Tools
What’s Going On? New Possibilities Real Life Examples
• Explosive Growth • Data Mining • Targeted Facebook Ads
• Information vs. People • Transitive Trust • Latent Interest
• Trusted Online Identity Here • Communication Evolved • Persona Marketing
• Identity Goes With You • Weak Ties • ActionCoach CEO
• Changes Your Business • Passive Endorsements

6 Week Social Media Class
 Learn Alan’s Social Networking Secrets
6 week course, starting in June
 1 hour each week + Q & A
 $599 fee ($499 if you sign up today)
 Limited # of participants
What you’ll learn:
 How Alan gained 3000+ followers on Twitter
 Secret tools to automate & save time
 Do’s and Don'ts of Facebook and Twitter
 How to leverage social networking success

Special Thanks To…
 CWS Staff
 Audio Visual Logic
http://www.audiovisuallogic.com

Contact Information
Alan De Keyrel
alan@cws.net
@dekeyrel
http://profile.to/dekeyrel

Questions and Answers
You ask, I’ll answer!

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