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By Don Lafferty
A Thumbnail History
<ul><li>1981 - IBM PC first sold. First laptop computers sold to public. Computer mouse becomes regular part of computer. ...
<ul><li>1985 - Cellular telephones in cars become wide-spread. CD-ROMs in computers. </li></ul><ul><li>1987 - 1 Millionth ...
<ul><li>1995  America Online, CompuServe, and Prodigy begin offering dial-up internet service. Microsoft introduces Window...
People do Business, Not Computers
 
 
 
 
 
<ul><li>Face to Face selling is still critical to business relationships </li></ul>
The Internet and How It’s Used
 
<ul><li>210 BILLION emails are sent - more than a years worth of regular mail in the United States. </li></ul><ul><li>Face...
<ul><li>Jokes </li></ul><ul><li>Information </li></ul><ul><li>Personal Stuff </li></ul><ul><li>Interesting/Informative Art...
<ul><li>25% of all content shared on the Internet is done through Facebook. </li></ul>
<ul><li>Facebook is the #2 ranked method of sharing content on the Internet. </li></ul><ul><li>Email is still #1 </li></ul>
<ul><li>Facebook is the #2 ranked method of sharing content on the Internet. </li></ul><ul><li>Email is still #1 </li></ul>
<ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email co...
An Introduction to Content Marketing
<ul><li>Marketing that involves the creation and sharing of content for the purpose of engaging current and potential cons...
<ul><li>Marketing that involves the creation and sharing of content for the purpose of engaging current and potential cons...
 
http://digitalbookworld.com/2010/the-149-nook-is-the-ereader-battle-over/
<ul><li>The term &quot;Web 2.0&quot; is commonly associated with web applications that facilitate interactive information ...
<ul><li>It’s a Cocktail Party. </li></ul><ul><li>It’s a Barbecue. </li></ul><ul><li>It’s a Conversation. </li></ul><ul><li...
http://digitalbookworld.com/2010/the-149-nook-is-the-ereader-battle-over/
<ul><li>Website </li></ul><ul><li>Blog </li></ul><ul><li>Establish Your Thought Leadership </li></ul><ul><li>Establish You...
<ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email co...
Hear Your Targets’ Conversations
<ul><li>Customers </li></ul><ul><li>Principals </li></ul><ul><li>Colleagues/Competitors </li></ul><ul><li>Potential Princi...
<ul><li>“ Listen” for the Key Words and Phrases that tip you off to the conversations being had by your target connections...
<ul><li>Google is the #1 Search Engine </li></ul><ul><li>YouTube is #2 </li></ul><ul><li>Twitter Search and Facebook are c...
<ul><li>Google Alerts – key search terms </li></ul><ul><li>Google Reader - RSS </li></ul><ul><li>TweetDeck – key search te...
<ul><li>Blogs </li></ul><ul><li>Traditional Media </li></ul><ul><li>Status Updates </li></ul><ul><li>Press Releases </li><...
<ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email co...
Create Your Social Outposts and Drive Traffic Back to Home Base
<ul><li>Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human bei...
 
 
<ul><li>Social media has democratized the Internet, enabling anyone to create their own Media Channel, with messaging and ...
<ul><li>LinkedIn – 39 </li></ul><ul><li>Facebook – 33 </li></ul><ul><li>Twitter - 31 </li></ul>
<ul><li>Website/Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>You...
 
<ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email co...
Business Development in the Social Web
<ul><li>Establish an objective. </li></ul><ul><li>“ Identify and connect with all engineers attending 2010 7th Annual IEEE...
<ul><li>Create the content </li></ul><ul><li>Devise a value hook </li></ul><ul><li>Inform the IEEE about your value propos...
<ul><li>“ Scrub” the conference program for names of presenters, their companies and other industry affiliations. </li></u...
<ul><li>Create a Facebook and Meetup.com group for your event to create community and drive traffic back to your website/b...
<ul><li>Feed your Media Channel with Pictures, Video, and Links to pertinent articles.  </li></ul><ul><li>http://www.faceb...
<ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email co...
Using Mobile Platforms to Extend Your Office
Mobile Phone Users
<ul><li>Text Messaging </li></ul><ul><li>Picture Messaging </li></ul><ul><li>Web Page Density </li></ul><ul><li>Ease of Tr...
<ul><li>Foursquare </li></ul><ul><li>Gowalla </li></ul>
Yeah, Right
<ul><li>The average entrepreneur in the U.S. earns $75/hour. </li></ul><ul><li>Consultants can charge from $30-$50/hour fo...
<ul><li>Respond to blog comments </li></ul><ul><li>Send emails to thanks people who've comment on my blog </li></ul><ul><l...
<ul><li>Start simple and build organically </li></ul><ul><li>Establish objectives and stick to them </li></ul><ul><li>Expe...
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Social Marketing for the Electronics Industry

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This is a presentation I gave on June 22nd to the New England chapter of the Electronics Representative's Association at the Holiday Inn, Marlboro, MA.

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Transcript of "Social Marketing for the Electronics Industry"

  1. 1. By Don Lafferty
  2. 2. A Thumbnail History
  3. 3. <ul><li>1981 - IBM PC first sold. First laptop computers sold to public. Computer mouse becomes regular part of computer. </li></ul><ul><li>1983 - Time magazines names the computer as &quot;Man of the Year.“ First cellular phone network started in the United States. Internet emerges as ARPANET splits civilian from military networks. </li></ul><ul><li>1984 - Apple Macintosh and the IBM PC AT released. </li></ul>
  4. 4. <ul><li>1985 - Cellular telephones in cars become wide-spread. CD-ROMs in computers. </li></ul><ul><li>1987 - 1 Millionth Mobile Phone Subscriber in the U.S. </li></ul><ul><li>1994 – U.S. government releases control of internet and WWW is born </li></ul><ul><li>1995 - There are now 25 Million mobile Phone Subscribers in the US and 30 Million on the Internet Globally </li></ul>
  5. 5. <ul><li>1995 America Online, CompuServe, and Prodigy begin offering dial-up internet service. Microsoft introduces Windows95. Jeff Bezos launches Amazon.com as online book seller. </li></ul><ul><li>2001 Wikipedia, an online encyclopedia, is launched. </li></ul><ul><li>2003 MySpace is created by eUniverse employees; sold to News Corporation in 2005 for $580 million. </li></ul><ul><li>2005 YouTube is launched; sold to Google a year later for $1.65 billion. </li></ul>
  6. 6. People do Business, Not Computers
  7. 12. <ul><li>Face to Face selling is still critical to business relationships </li></ul>
  8. 13. The Internet and How It’s Used
  9. 15. <ul><li>210 BILLION emails are sent - more than a years worth of regular mail in the United States. </li></ul><ul><li>Facebook Adds 700,000 new members - that's the size of a small country, roughly the population of Guyana. </li></ul><ul><li>Bloggers post 900,000 new articles - Enough to fill the New York Times for 19 years! </li></ul><ul><li>Twitter posts 5 million Tweets. </li></ul>
  10. 16. <ul><li>Jokes </li></ul><ul><li>Information </li></ul><ul><li>Personal Stuff </li></ul><ul><li>Interesting/Informative Articles </li></ul>
  11. 17. <ul><li>25% of all content shared on the Internet is done through Facebook. </li></ul>
  12. 18. <ul><li>Facebook is the #2 ranked method of sharing content on the Internet. </li></ul><ul><li>Email is still #1 </li></ul>
  13. 19. <ul><li>Facebook is the #2 ranked method of sharing content on the Internet. </li></ul><ul><li>Email is still #1 </li></ul>
  14. 20. <ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email communication strategy </li></ul>
  15. 21. An Introduction to Content Marketing
  16. 22. <ul><li>Marketing that involves the creation and sharing of content for the purpose of engaging current and potential consumer bases. </li></ul>
  17. 23. <ul><li>Marketing that involves the creation and sharing of content for the purpose of engaging current and potential consumer bases. </li></ul>
  18. 25. http://digitalbookworld.com/2010/the-149-nook-is-the-ereader-battle-over/
  19. 26. <ul><li>The term &quot;Web 2.0&quot; is commonly associated with web applications that facilitate interactive information sharing, interoperability, user-centered design, and collaboration on the World Wide Web. </li></ul><ul><li>-Wikipedia </li></ul>
  20. 27. <ul><li>It’s a Cocktail Party. </li></ul><ul><li>It’s a Barbecue. </li></ul><ul><li>It’s a Conversation. </li></ul><ul><li>Listening, Learning and Sharing </li></ul>
  21. 28. http://digitalbookworld.com/2010/the-149-nook-is-the-ereader-battle-over/
  22. 29. <ul><li>Website </li></ul><ul><li>Blog </li></ul><ul><li>Establish Your Thought Leadership </li></ul><ul><li>Establish Your Mastery of the Market </li></ul>
  23. 30. <ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email communication strategy </li></ul><ul><li>Every Company need a Website/Blog </li></ul>
  24. 31. Hear Your Targets’ Conversations
  25. 32. <ul><li>Customers </li></ul><ul><li>Principals </li></ul><ul><li>Colleagues/Competitors </li></ul><ul><li>Potential Principals </li></ul><ul><li>Connectors </li></ul>
  26. 33. <ul><li>“ Listen” for the Key Words and Phrases that tip you off to the conversations being had by your target connections. </li></ul>
  27. 34. <ul><li>Google is the #1 Search Engine </li></ul><ul><li>YouTube is #2 </li></ul><ul><li>Twitter Search and Facebook are closing the gap. </li></ul>
  28. 35. <ul><li>Google Alerts – key search terms </li></ul><ul><li>Google Reader - RSS </li></ul><ul><li>TweetDeck – key search terms, groups and companies </li></ul>
  29. 36. <ul><li>Blogs </li></ul><ul><li>Traditional Media </li></ul><ul><li>Status Updates </li></ul><ul><li>Press Releases </li></ul><ul><li>Event Announcements </li></ul><ul><li>Events in REAL TIME </li></ul>
  30. 37. <ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email communication strategy </li></ul><ul><li>Every Company need a Website/Blog </li></ul><ul><li>Build a Listening Post </li></ul>
  31. 38. Create Your Social Outposts and Drive Traffic Back to Home Base
  32. 39. <ul><li>Social media are primarily Internet- and mobile-based tools for sharing and discussing information among human beings. </li></ul><ul><li>The term most often refers to activities that integrate technology, telecommunications and social interaction. </li></ul>
  33. 42. <ul><li>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. </li></ul>
  34. 43. <ul><li>LinkedIn – 39 </li></ul><ul><li>Facebook – 33 </li></ul><ul><li>Twitter - 31 </li></ul>
  35. 44. <ul><li>Website/Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul><ul><li>Google </li></ul><ul><li>Others </li></ul>
  36. 46. <ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email communication strategy </li></ul><ul><li>Every Company need a Website/Blog </li></ul><ul><li>Build a Listening Post </li></ul><ul><li>Build Your Social Outposts </li></ul>
  37. 47. Business Development in the Social Web
  38. 48. <ul><li>Establish an objective. </li></ul><ul><li>“ 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.” </li></ul>
  39. 49. <ul><li>Create the content </li></ul><ul><li>Devise a value hook </li></ul><ul><li>Inform the IEEE about your value proposition and provide a link to your content. </li></ul><ul><li>Set up Google alerts to feed you leads about the event, it’s sponsors and attendees. </li></ul><ul><li>Identify or create a Twitter hashtag to create community. </li></ul><ul><li>Set up Twitter searches to identify mentions of the event, its sponsors and attendees. </li></ul>
  40. 50. <ul><li>“ Scrub” the conference program for names of presenters, their companies and other industry affiliations. </li></ul><ul><li>Find the Internet presence of every person, company and association, and engage them appropriately. </li></ul><ul><li>Create a concurrent social event (a “tweetup”) and invite everyone associated with the event to the tweetup. </li></ul>
  41. 51. <ul><li>Create a Facebook and Meetup.com group for your event to create community and drive traffic back to your website/blog. </li></ul>
  42. 52. <ul><li>Feed your Media Channel with Pictures, Video, and Links to pertinent articles. </li></ul><ul><li>http://www.facebook.com/profile.php?id=803028269&ref=ts#!/phillydon </li></ul>
  43. 53. <ul><li>Face to Face selling is still critical to business relationships </li></ul><ul><li>Every company needs an email communication strategy </li></ul><ul><li>Every Company need a Website/Blog </li></ul><ul><li>Build a Listening Post </li></ul><ul><li>Build Your Social Outposts </li></ul><ul><li>Craft BizDev Tactics based on measureable outcomes </li></ul>
  44. 54. Using Mobile Platforms to Extend Your Office
  45. 55. Mobile Phone Users
  46. 56. <ul><li>Text Messaging </li></ul><ul><li>Picture Messaging </li></ul><ul><li>Web Page Density </li></ul><ul><li>Ease of Transactions </li></ul>
  47. 57. <ul><li>Foursquare </li></ul><ul><li>Gowalla </li></ul>
  48. 58. Yeah, Right
  49. 59. <ul><li>The average entrepreneur in the U.S. earns $75/hour. </li></ul><ul><li>Consultants can charge from $30-$50/hour for execution services, and from $2500 to $25,000/month for strategic support. </li></ul>
  50. 60. <ul><li>Respond to blog comments </li></ul><ul><li>Send emails to thanks people who've comment on my blog </li></ul><ul><li>Update Facebook Status </li></ul><ul><li>Respond to Facebook comments/friend requests/messages </li></ul><ul><li>Update LinkedIn Status </li></ul><ul><li>Respond to LinkedIn connection requests/messages </li></ul><ul><li>Respond to Twitter @ replies </li></ul><ul><li>Respond to Twitter direct messages </li></ul><ul><li>Tweet out an interesting blog post by a target connection (mentioning them with an @ reply) </li></ul><ul><li>Leave a comment on 1 other blog </li></ul>
  51. 61. <ul><li>Start simple and build organically </li></ul><ul><li>Establish objectives and stick to them </li></ul><ul><li>Experiment </li></ul><ul><li>Focus on Time Management to Control Cost </li></ul>
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