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Leveraging Social Media - to find each other in biz! Elizabeth Quintanilla gave this talk to Corporate Purchasers at Microsoft in Austin TX, on May 10th. Special Thanks to - John Moore and WOMMA for ...

Leveraging Social Media - to find each other in biz! Elizabeth Quintanilla gave this talk to Corporate Purchasers at Microsoft in Austin TX, on May 10th. Special Thanks to - John Moore and WOMMA for sharing their thoughts on the web and used some of their quotes as part of this prezo! ~Marketing Gunslingers at EQ Consultants Group, @equintanilla

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  • Comscore says that 88% of clicks go organic, 12% PPC.In 2009, businesses spent $18B in PPC and only $1.5B on SEO. Companies are spending 10X more money competing for only 12% of the traffic when they invest only in PPC.

Leveraging Social Media - to find each other in biz! Leveraging Social Media - to find each other in biz! Presentation Transcript

  • Leveraging Social Media … You can’t ignore this anymore … ABRIDGED Are
you
ready
to
learn?
 Ready
to
play
well
with
others?

  • EQ
Who?
 @equintanilla

 #Aus7n
(ite)




#Prodmgmt




 #prodmktg



#Marke7ng



#Gahcc




 #Drupal

 
IBM

Ex‐
Rocket
Scien7st

Glider
 Pilot


Scuba
Diver

  • Not
a
Fish
but
What
is
this?

  • Be
Seen
–

 Don’t
expect
to
be
found!!

  • Take
A
Risk
–
Show
some
Personality

  • Sea
of
Shared
Knowledge
 
I
had
(and
s7ll
have)
a
dream
that
the
web
could
be
less
of
 a
television
channel
and
more
of
an
interacGve
sea
of
 shared
knowledge.
I
imagine
it
immersing
us
as
a
 warm,
friendly
environment
made
of
the
things
we
 and
our
friends
have
seen,
heard,
believe
or
have
 figured
out.
I
would
like
it
to
bring
our
friends
and
 colleagues
closer,
in
that
by
working
on
this
 knowledge
together
we
can
come
to
beQer
understandings.
 Tim
Berners‐Lee
(1995
@MIT)

  • Google
your
name
and
your
 company!

  • People
Search
/
Company
Search
 Brands
are
not
just
 for
companies
 anymore.

We
all
 have
our
own
 unique
personal
 brand!
 How
do
you
want
 to
be
 remembered?

  • Important
to
Own
Your
Site

  • Keywords
..
What
is
you
niche?
 1.  Write down your words related to niche 2.  Group them together as they're related by same words 3.  Use names and phrases people commonly search by •  Caterer – wedding catering, party food provider, your thoughts? 4.  Find a ‘pivot point’ – a keyword to form a theme for your website. 5.  Research competitors’ keyword strategies for ideas.
  • Invest
in
SEO,
Not
Just
PPC
 •  Comscore
says
that
88%
of
clicks
go
organic,
 12%
PPC.
 •  In
2009,
businesses
spent
$18B
in
PPC
and
 only
$1.5B
on
SEO.
Companies
are
spending
 10X
more
money
compe3ng
for
only
12%
of
 the
traffic
when
they
invest
only
in
PPC.

  • “If
you
don’t
know
HOW
to
 USE
Social
Media
as
a
Networking
 Tool,

 Then
 You
are
probably
not
very
 marketable
in
the
first
place…..”

 
‐
anonymous

  • Social Media is Sexy
  • Small
businesses
depend
greatly
on
rela3onships
with
their
customers.
Besides
some
 search
engine
op7miza7on
(SEO)
that
can
come
with
the
use
of
social
media,
the
primary
 benefit
can
be
to
deepen
rela3onships
with
exis3ng
customers
and
finding
new
customers
 whom
you
might
not
have
been
able
to
reach
otherwise.
Addi7onally,
iden3fying
 customers
who
are
evangelists
for
your
business
and
strengthening
that
bond
can
help
 promote
your
business
further.
In
adver7sing
the
common
adage
is
that
it
takes
seven
 impressions
for
someone
to
decide
to
buy
your
product.
Social
media
can
help
you
gain
 those
impressions
by
providing
more
visibility
to
your
audience.
The
downside?
Yes,
some
 7me,
but
this
can
be
managed
so
it
might
take
as
liQle
as
a
half
hour
per
day.
The
important
 thing
is
to
have
a
social
media
strategy
and
implementa7on
that
is
best
suited
to
your
 business.
 SocialMediaDynamo.com
–
Ricardo
Guerrero
 QUOTE:


  • Small
Business
Is
ABOUT
RelaGonships
 •  Compete
with
the
big
dogs
 •  You
know
your
Customers
know
 Personally
 •  Your
business
DEPENDS

 on
that
rela7onship…
 •  Social
media
deepens
 rela7onships…
 •  YOU
have
the
advantage
in
Social
 Media!

  • Social
Media
Profiles

  • Social
Media
Profiles

 –
Personal
Branding

  • Keywords
and
TwiWer
Together
 Easy
to
get
started
..
Start
 by
Listening
and
…
 Search
for
your
keywords
in
 Aus7n
at:
 search.twiQer.com
 If
you
don’t
get
any
results,
 try
broader
or
different
 keywords
or
start
a
new
 conversa7on
..

  • Powerful
Profiles
Get
AQen7on

  • Companies
have
Profiles
also!

  • Don’t
miss
opportuniGes!!

  • Groups
–
ParGcipate!!!
 Can
ParGcipate
in
 up
to
50
groups!

  • Post
on
the
job
boards
….
Of
your
favorite
groups
….

  • Answer
 Ques7ons!

  • Enhance
your
profiles
with
 ApplicaGons

  • Careful:

Only
accept/send
invites
from/to
 people
you
know

  • Brand
Your
Domain
Name
 According
to
Seth
Godin:

 
A
brand
is
the
set
of
expecta2ons,
memories,
stories
and
rela2onships
that,
taken
 together,
account
for
a
consumer’s
decision
to
choose
one
product
or
service
over
 another.
If
the
consumer
(whether
it’s
a
business,
a
buyer,
a
voter
or
a
donor)
 doesn’t
pay
a
premium,
make
a
selec2on
or
spread
the
word,
then
no
brand
value
 exists
for
that
consumer.

 Things
to
consider
when
choosing
Domain
Names:

 
Brandability,
Ranking
advantage,
S7ckiness
 Tips:
 
Keep
it
short,
Use
your
pivot
keyword,
Keep
it
general 

 
Use
“.com”,
Mul7ple
year
registra7on

  • Unburritable!

  • As
a
B2B
Marketer,
why
should
I
care?
 •  B2B
have
their
own
customer
touch
points
 •  Reference
Management
 •  Vendor
Management
 •  Help
Desk
 •  Error
404
Pages
 •  What’s
yours?

  • Secret
to
Content
that
s7cks!
 Have
a
consistent,
relevant
and
valuable
message
to
a
 targeted
group
of
people.
 Content
is
King
but
has
to
connect
with
your
 
 
 
 
customers!!!

  • Connect
with
ObjecGves
 •  E
‐
ENTERTAINING
 •  I
‐
INFORMATIONAL
 •  E
‐
EDUCATIONAL
 •  I
‐
INSPIRATIONAL
 •  O
–
OBJECTIVE:
What
 was
the
point
of
doing
 all
the
work?
 Source:

hQps://nutlug.wordpress.com/2010/09/24/old‐macdonalds‐method‐for‐crea7ng‐engaging‐content/

  • 3
Days,
180
Video
created
by
team,
Highly
 Interac7ve
Engaging
Team
–
Respond
to
Fans
 in
Real
Time
 Day
1:


Received
almost
6
million
views
 (that’s
more
than
Obama’s
victory
speech)
 Day
2:
old
spice
had
8
of
the
11
most
popular
 videos
online
 Day
3:
Had
reached
over
20
million
views
 Week
2:
Old
spice
had
over
40
million
views
 The
old
spice
twiQer
following
increased
 2700%

 Facebook
fan
interac7on
was
up
800%
 Oldspice.com
website
traffic
was
up
300%
 Generated
1.4
billion
impressions
since
 launching
the
ads
6
months
ago
 The
campaign
increased
sales
by
27%
over
6
 months
since
launching
(year
on
year)
 Total
Sales
were
up
107%
from
the
social
 responses
campaign
work
 Old
spice
is
now
the
#1
body
wash
brand
for
 men.

  • 

4
Guys
–
1
Taco
Blog

 





=>

New
York
Times!

  • Engagement
–
Not
just
a
ring

  • Relevant
(Timely
and
 interesGng)
  The
audience
cares
 about
and
enjoys
this
 content
  Messages
are
on
brand
 and
reflect
the
core
 benefits
of
the
 organiza7on
in
audience
 perspec7ve
 Engagement
  Commitment  Time and resources are devoted to building a foundation – content, community, feedback  The internal team is invested in the effort, helps generate conversation and feels the benefits of a growing community  Talkable: Have a conversation  People are interacting more frequently, or more deeply  Connection: Build your community  Builds connections: People are sharing and make recommendations daily  People try things from peer recommendations Source:
Cultural
Strategies
‐
www.cultural‐strategies.com
 Armando
Rayo,
VP,
Engagement
‐
arayo@cultural‐strategies.com

  • source | Blog post from Augie Ray, Forrester Analyst (Jan. 20, 2010) “For
marketers,
it’s
not
TwiWer
that
 maWers,
but
TwiWerers.”
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • CreaGng
Advocates
 INSPIRE Inspire people to take action that changes the world • Engage
 • Passion
 • Story
 • Create
Possibili7es
 • Connect
 • Open
Doors
 • Be
Relevant
 • Diverse
&
Inclusive
 • Innovate
 • Create
Rela7onships
 EQUIP Equip people with skills, knowledge & abilities • Educate
 • Skills
 • Abili7es
 • knowledge
 • Informa7on
 • How
to’s
 • Leadership
 • Talking
Points
 MOBILIZE Mobilize people & networks to take action. • Call
to
Ac7on
 • Resources
 • Step
by
step
 • Online/offline
Transi7on
 • 
Incen7ves
 • Create
Advocates
 Source:
Cultural
Strategies
‐
www.cultural‐strategies.com
 Armando
Rayo,
VP,
Engagement
‐
arayo@cultural‐strategies.com

  • source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006) “76%
of
consumers
believe
 companies
are
untruthful
in
 their
adver3sing”
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • source | Nielsen’s “Trust in Advertising” Report (2007) “78%
of
global
consumers
say
they
 trust
recommenda3ons
from
other
 consumers”
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • 1
|
Word‐of‐Mouth
 2

|
Newspaper
men7on
 3

|
Online
Reviews
 4

|
Brand
websites
 5

|
Magazine
Ads
 6

|
TV
Ads
 7

|
Radio
Ads
 8

|
Email
NewsleQer
 9

|
Search
Engines
Ads
 source | Nielsen’s “Trust in Advertising” Report (2007) source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • source | Advertising Age article (June 2008) “Studies
show
we
are
 exposed
to
5,000
marke3ng
 messages
every
day”
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • source | Keller Fay “ Talk Track” report (2008) “The
typical
American
takes
part
in
 125
conversa3ons
per
week
that
 discuss
products
and
services”
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • “Of
those
125
conversa3ons,
specific
 brands/companies
 are
men3oned
90
3mes”
 source | Keller Fay “ Talk Track” report (2008) source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • source | Rubicon Consulting research (Oct. 2008) “Online
reviews
are
second
 only
to
personal
advice
as
the
driver
 of
purchase
decisions”
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • “...
the
post
of
a
blogger
who
receives
cash
or

 in‐kind
payment
to
review
a
product
is
considered

 an
endorsement.
Thus,
bloggers
who
make

 an
endorsement
must
disclose
the
material
connec2ons
they
 share
with
the
seller

 of
the
product
or
service."
 source | John Moore, @brandautopsy, www.brandautopsy.com http://www.slideshare.net/WOMMAssociation
  • “A
company’s

 personality
is
always
 its
best
adver3sing.”
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • “We
want
people
to
be
 here
because
they
are
passionate
 about
customer
service
and
they
 like

 our
culture.”
 Tony
Hsieh
 ceo,
Zappos
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • “Be
everywhere

 your
customers
are.”

 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • source | Burson-Marsteller & Digital Media Study (June 2009) “54%
have
a
Twi`er
presence
 32%
maintain
a
Blog
 29%
are
on
Facebook”
 Fortune
100
Companies…
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • 1.  Distribute
News
and
Updates
 2.  Extension
of
Customer
Service
 3.  Marke3ng
Promo
men3ons
 4.  Employee
Recruitment
tool
 source | Burson-Marsteller & Digital Media Study (June 2009) Ways
Businesses
use
TwiWer:
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • “Social
Media
helps
 small
businesses
look
 bigger
and
big
businesses

 get
smaller.
“
 source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • “69%
of
businesses
on
Twi`er
post
 at
least
4
3mes
per
week”
 source | Burson-Marsteller & Digital Media Study (June 2009) source | John Moore, @brandautopsy, www.brandautopsy.com www.Slideshare.net
  • 
#
1:

Never
the
product
always
the
 passion!!
 •  Reframe
conversa7on
 •  Not
about
the
product
 •  Is
about
the
customer
 •  What
role
does
product
 play
in
customer
lives?

  • #
2:

Empower
People!!
 •  More
than
just
content
 •  People
want
to
know
 the
good,
the
bad,
and
 the
ugly
 •  Give
them
what
they
 need
to
know
to
talk
 about
you
 •  Create
Ambassadors

  • #
3:

Know
Thyself
Well
 •  Old
Spice
has
a
 powerful
iden7ty
 •  Your
iden7ty
is
not
the
 same
as
your
 compe77on
 •  Not
everyone
will
like
 you.
 •  Find
your
#11(s)

  • #
4:

Never
is
it
just
online
 •  Buzz
is
not
TwiQer
 •  Tweets
don’t
maQer
 •  Find
all
Customer
Touch
 Points
 •  People
believe
those
 recommenda7ons
from
 peeps
they
know,
like,
 and
trust!

  • #
5:

Make
your
advocates
feel
like
 Rock
Stars!!
 •  Li|
up
your
customers
 •  Show
your
apprecia7on
 by
acknowledgment

 •  Say
“Gracias,
Merci,
…”
 •  Not
just
free
trips
on
 American
Airlines

  • Buzz
does
not

 Create
Evangelists.
 Evangelists
Create

 Buzz.

  • More
Reading:
 Love
this
book!!
 Available
on
Amazon:

by
Robbin
Phillips,
Spike
Jones,
Greg
Cordell,
Geno
Church

  • More
Reading:
 Must
READ!!!
 Available
on
Amazon:

Al
Ries
and
Jack
Trout

  • More
Reading:
 An
oldie
but
goodie!!




 Available
on
Amazon:

Amy
Jo
Kim

  • Ques7ons?