Marketing Your Business in the Facebook Era

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A seminar which tries to answer the question "Why does social media matter to my business?". Recorded live on 5/19/09 in Rochester, MN.

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Marketing Your Business in the Facebook Era

  1. 1. presents Marketing Your Business In The Facebook Era
  2. 2. 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
  3. 3. 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”
  4. 4. The Start of CWS  Future is Uncertain  Opportunities Are Plentiful –Yahoo Directory  Anyone Can Succeed (I’m Proof)
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. What is Social Media?
  9. 9. What is Social Media?  Create lists to be more effective!
  10. 10. What is Social Media? How many tried Twitter and found it confusing?
  11. 11. My Social Media System
  12. 12. My Social Media Tools
  13. 13. Let’s Answer A Question: Why should you care about all of this?
  14. 14. 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
  15. 15. 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.)
  16. 16. 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”
  17. 17. 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
  18. 18. Your Identity Goes With You  Barack Obama’s Inauguration
  19. 19. Your Identity Goes With You Google Friend Connect Facebook Connect
  20. 20. What does all this mean? It’s time to change the way we think about “marketing”
  21. 21. 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.
  22. 22. New Customer Possibilities  Communication evolved. Face 2 face, phone conference, email, Facebook.  Casual communication. Facebook brings back the quot;personalquot; feel we lost w/ face 2 face communication.
  23. 23. New Customer Possibilities  Help with the quot;weak tiesquot;.  Capture the long- tail. Exchange business card at Business After Hours. Now you have a chance to build that relationship on Facebook
  24. 24. 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.
  25. 25. New Customer Possibilities  Example of young kid who tracks all relationships when he's in 2nd grade.  Prospect quot;Namesquot; 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.
  26. 26. 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!
  27. 27. 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.
  28. 28. 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.
  29. 29. Hyper-Targeted Ads  Why show ads to everyone when you can based on interest, sex, location.  Much more affordable and effective.  Capture quot;latentquot; interest vs. quot;intentionquot; based interest. (ie: Googler’s are ready to buy)  Bonobos (fashion conscious, men, New York)
  30. 30. Hyper-Targeted Ads  Targeting Specific Demographics
  31. 31. Hyper-Targeted Ads  You’ll know the precise number
  32. 32. Persona Marketing  Jack Box is Cool. “Jack in the Box”, is not.  130,000 friends  Hangintherejack.com
  33. 33. 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?
  34. 34. 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.
  35. 35. 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
  36. 36. 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
  37. 37. My Challenge  Brad Sugars CEO/Owner of ActionCoach  International Company  Multi-Million Dollar Company
  38. 38. Brad Sugars Challenge
  39. 39. Brad Sugars Challenge
  40. 40. Brad Sugars Challenge
  41. 41. Brad Sugars Challenge
  42. 42. Brad Sugars Challenge
  43. 43. Brad Sugars Challenge
  44. 44. Brad Sugars Challenge
  45. 45. Brad Sugars Challenge
  46. 46. Brad Sugars Challenge “Help enough people get what they want, and you’ll have everything you want” - ZigZiglar
  47. 47. Brad Sugars Challenge “People like to do business with their friends, so make lots of them”
  48. 48. Brad Sugars Challenge  My Next Step… Contact Him!
  49. 49. Brad Sugars Challenge  You can help me “be memorable”  Sending a “Thank You/Birthday Gift”  Donate to the Cancer Schmancer Foundation
  50. 50. 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
  51. 51. 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
  52. 52. Special Thanks To…  CWS Staff  Audio Visual Logic http://www.audiovisuallogic.com
  53. 53. Contact Information Alan De Keyrel alan@cws.net @dekeyrel http://profile.to/dekeyrel
  54. 54. Questions and Answers You ask, I’ll answer!
  55. 55. Seminar Feedback We want your feedback on this free seminar & Door Prizes!!

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