Social Marketing for the Electronics Industry

By Don Lafferty

A Thumbnail History

1981 - IBM PC first sold. First laptop computers sold to public. Computer mouse becomes regular part of computer.
1983 - Time magazines names the computer as "Man of the Year.“ First cellular phone network started in the United States. Internet emerges as ARPANET splits civilian from military networks.
1984 - Apple Macintosh and the IBM PC AT released.

1985 - Cellular telephones in cars become wide-spread. CD-ROMs in computers.
1987 - 1 Millionth Mobile Phone Subscriber in the U.S.
1994 – U.S. government releases control of internet and WWW is born
1995 - There are now 25 Million mobile Phone Subscribers in the US and 30 Million on the Internet Globally

1995 America Online, CompuServe, and Prodigy begin offering dial-up internet service. Microsoft introduces Windows95. Jeff Bezos launches Amazon.com as online book seller.
2001 Wikipedia, an online encyclopedia, is launched.
2003 MySpace is created by eUniverse employees; sold to News Corporation in 2005 for $580 million.
2005 YouTube is launched; sold to Google a year later for $1.65 billion.

People do Business, Not Computers

Face to Face selling is still critical to business relationships

The Internet and How It’s Used

210 BILLION emails are sent - more than a years worth of regular mail in the United States.
Facebook Adds 700,000 new members - that's the size of a small country, roughly the population of Guyana.
Bloggers post 900,000 new articles - Enough to fill the New York Times for 19 years!
Twitter posts 5 million Tweets.

Jokes
Information
Personal Stuff
Interesting/Informative Articles

25% of all content shared on the Internet is done through Facebook.

Facebook is the #2 ranked method of sharing content on the Internet.
Email is still #1

Every company needs an email communication strategy

An Introduction to Content Marketing

Marketing that involves the creation and sharing of content for the purpose of engaging current and potential consumer bases.

http://digitalbookworld.com/2010/the-149-nook-is-the-ereader-battle-over/

The term "Web 2.0" is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web.
-Wikipedia

It’s a Cocktail Party.
It’s a Barbecue.
It’s a Conversation.
Listening, Learning and Sharing

http://digitalbookworld.com/2010/the-149-nook-is-the-ereader-battle-over/

Website
Blog
Establish Your Thought Leadership
Establish Your Mastery of the Market

Every Company need a Website/Blog

Hear Your Targets’ Conversations

Customers
Principals
Colleagues/Competitors
Potential Principals
Connectors

“ Listen” for the Key Words and Phrases that tip you off to the conversations being had by your target connections.

Google is the #1 Search Engine
YouTube is #2
Twitter Search and Facebook are closing the gap.

Google Alerts – key search terms
Google Reader - RSS
TweetDeck – key search terms, groups and companies

Blogs
Traditional Media
Status Updates
Press Releases
Event Announcements
Events in REAL TIME

Build a Listening Post

Create Your Social Outposts and Drive Traffic Back to Home Base

Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings.
The term most often refers to activities that integrate technology, telecommunications and social interaction.

Social media has democratized the Internet, enabling anyone to create their own Media Channel, with messaging and delivery customized to meet the unique needs and interests of their target audience.

LinkedIn – 39
Facebook – 33
Twitter - 31

Website/Blog
Facebook
Twitter
LinkedIn
YouTube
Google
Others

Build Your Social Outposts

Business Development in the Social Web

Establish an objective.
“ Identify and connect with all engineers attending 2010 7th Annual IEEE Communications Society Conference on Sensor, Mesh and Ad Hoc Communications and Networks (SECON), 21 Jun - 25 Jun 2010 at the Hyatt Regency Boston, MA.”

Create the content
Devise a value hook
Inform the IEEE about your value proposition and provide a link to your content.
Set up Google alerts to feed you leads about the event, it’s sponsors and attendees.
Identify or create a Twitter hashtag to create community.
Set up Twitter searches to identify mentions of the event, its sponsors and attendees.

“ Scrub” the conference program for names of presenters, their companies and other industry affiliations.
Find the Internet presence of every person, company and association, and engage them appropriately.
Create a concurrent social event (a “tweetup”) and invite everyone associated with the event to the tweetup.

Create a Facebook and Meetup.com group for your event to create community and drive traffic back to your website/blog.

Feed your Media Channel with Pictures, Video, and Links to pertinent articles.
http://www.facebook.com/profile.php?id=803028269&ref=ts#!/phillydon

Build Your Social Outposts
Craft BizDev Tactics based on measureable outcomes

Using Mobile Platforms to Extend Your Office

Mobile Phone Users

Text Messaging
Picture Messaging
Web Page Density
Ease of Transactions

Foursquare
Gowalla

Yeah, Right

The average entrepreneur in the U.S. earns $75/hour.
Consultants can charge from $30-$50/hour for execution services, and from $2500 to $25,000/month for strategic support.

Respond to blog comments
Send emails to thanks people who've comment on my blog
Update Facebook Status
Respond to Facebook comments/friend requests/messages
Update LinkedIn Status
Respond to LinkedIn connection requests/messages
Respond to Twitter @ replies
Respond to Twitter direct messages
Tweet out an interesting blog post by a target connection (mentioning them with an @ reply)
Leave a comment on 1 other blog

Start simple and build organically
Establish objectives and stick to them
Experiment
Focus on Time Management to Control Cost

Social Marketing for the Electronics Industry

by Don Lafferty on Jun 23, 2010

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Social Marketing for the Electronics Industry — Presentation Transcript