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Transition from Print Service Provider to Marketing Service Provider

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John has extensive experience selling and servicing Internet Based technology to the High-Tech and Financial communities. Major accomplishments include the integration of the order, print, warehouse ...

John has extensive experience selling and servicing Internet Based technology to the High-Tech and Financial communities. Major accomplishments include the integration of the order, print, warehouse and marketing tools in one solution that serve the marketing service providers in a broader capacity. These tools were positioned well in advance of the changing print, fulfillment and marketing service provider landscape. With these new tools the Marketing Service Providers can provide more services to their customers and become more valuable to their customers for a longer period of time.

In this seminar John will discuss:
•Transition from Print Service Provider to
Marketing Service Provider
• Using Social Media to Build Business
• Multi-Channel Marketing
• Integrated Marketing
• Marketing and Data management
• Emerging Technologies for Marketers to Embrace

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  • John's got great content here to help printing companies see the opportunities in offering marketing services. The question stands, does a printer want to be a marketer? If you choose to learn more about it, this presentation can help to point you in the right direction.
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Transition from Print Service Provider to Marketing Service Provider Transition from Print Service Provider to Marketing Service Provider Presentation Transcript

  • Transition from Print Service Provider to Marketing Service Provider
    August 3rd 2010
    John Foley, Jr.
    Grow Socially
    July 2010 – Printing Industries of Michigan
    Summer Management Conference
  • John Foley, Jr.
    CEO/CMO of Grow Socially
    CEO of interlinkONE
    Provide our customers with marketing solutions so they can expand their business
    Responsible for well being of our employees and customers
    Company growth and profitability
    Who am I?
  • Business Transformation
    Patience, Perseverance and Perspective
    Making Sense of the Marketing Services Provider Transformation
    How to Transform Your Business
    Infrastructure Considerations
    How to Be the Best Marketing Services Provider EVER
    Walking the Talk: How to Promote the Heck Out of Your New Business
    Your Guide to Selling Marketing Services
    Social Media: What Is It and Where Does it Fit?
  • Business Transformation
    Marketing Services Provider: The Future
    Appendices
    Business Plan
    Marketing Plan: Putting Marketing into Action
    The 4 P’s of Marketing
    Strategic Account Reviews
    And More
  • Keep your phone on!
    @JohnFoleyJr
    • Feel free to Tweet, Post, Update, Email, take notes, photos, and more!
  • John Around the Web
    johnf@growsocially.com
    www.Twitter.com/johnfoleyjr
    www.LinkedIn.com/in/johnfoleyjr
    www.Facebook.com/GrowSocially
    www.Facebook.com/interlinkONE
    www.YouTube.com/GrowSocially
    www.YouTube.com/interlinkONE
  • Keep in mind…
    Print is not dead!
    You can make the switch to a Marketing Service Provider
    Don’t avoid what you don’t understand - Learn! Knowledge is Power
    The internet is not a fad
    Rome wasn’t built in a day
  • Today’s discussion
    Transition from Print Service Provider to Marketing Service Provider
    Integrated, Multi-Channel Marketing
    Marketing and Data Management
    Emerging Technologies for Marketers to Embrace
    Using Social Media to Build Business
  • from Print Service Provider to Marketing Service Provider
    Business Transformation
  • How the World Has Changed
  • How Spending Has Been Reallocated
  • A Change in Direct Mail Trends
  • Make No Mistake: 2009 Brought a “Market Correction” to Direct Mail
    2007 Y-o-Y Decline:1.4%
    2008 Y-o-Y Decline:4.1%
    2009 Y-o-Y Decline:16.8%
    Source: Winterberry Group analysis of data from the Direct Marketing Association and various other sources
  • Even Mailing Industry Executives Report That Marketing Dollars Continue Shifting Away from Direct Mail
    3.0+ =Increasing Popularity
    Captured little or no spending in 2009
    Neutral / Captured average spending
    Captured significant spending in 2009
    Source: WG Survey, 2009
  • Why the Decline? Growing Marketer Demand for Digital Media…
    Senior Marketing Executives: For which of the following media did you increase spending in 2009?
    Source: eMarketer, 2009
  • … Which Are Taking Share Directly from Direct Mail
    Senior Marketing Executives: Which of the following “traditional” marketing budgetswill you decrease in order to fund increases in digital media?
    Source: Forrester, 2009
  • Net Impact: Mail’s Role in the Marketing Mix is Fundamentally Changing, But the Medium Is Far From Dead
    Despite enhanced competition from digital media, direct mail is here to stay because it:
    • Still commands a huge amount of marketing dollars
    • Is highly targetable
    • Can be personalized
    • Is tangible—and tactile
    • Is familiar and multiple formats make it versatile
    • Plays critical role in integrated marketing campaigns
  • Digital Trends in 2009
  • Why change?
    You tell me?
    Supply and Demand
    Declining Margins
    Multi-Channel
    The communication game has changed
  • Change
    A company's failure to innovate sends customers to other business that provide better value and convenience.
    Jason Bloomberg/Ronald Schmelzer
    From the book - Service Orient or Be Doomed!
  • The Case for Transformation
    The Move to Marketing Services:A New Strategic Pathway for Production Companies
    A Sponsored White Paper
    “Production companies must do more – must be more to their clients – if they are to meet today’s challenges head-on. They must focus on providing solutions to their clients’ various and sundry marketing challenges, rather than simply seeking buyers for a finite supply of ink-on-paper capacity – and they must do this while keeping the same presses and inserters running effectively and efficiently.”
    “The greatest risk is to companies generating less than $20 million in annual revenue - given their lack of scale, lack of general marketplace differentiation, and perhaps most importantly, a lack of internal expertise when it comes to non-core capabilities, customers, or business strategies”
  • The Case for Transformation
    A report by Forrester Research titled, “US Interactive Marketing Forecast, 2009- 2014” stated the following:
    “Interactive marketing spend will trend up from 12% today to 22% in the next five years. Dollars will shift from traditional marketing and advertising channels into social media, e-mail, and mobile marketing.”
    “60 % of marketers surveyed indicated they would ‘increase their budgets for interactive by shifting money away from traditional media.”
    “40% of respondents indicated they would decrease their budgets committed to direct mail.”
  • Delivering Marketing Communication programs,
    Business Plan
    - Resource Assessment
    - Business Management
    • Marketing Programs
    • Email
    • Webinars
    • Training
    • Social
    • Linekdin
    • Facebook
    • Twitter
    • Youtube
    Fulfillment
    Print
    • Kitting
    • Small Box
    • Literature
    • Premiums
    • Product
    • Digital
    • Commercial
    • Offset
    • X,Y,Z
    Print
    Mail
    Mail
    • Bulk
    • Presort
    • X,Y,Z
    Sales Process Redefined
    $
    Business
    Assessment
    Business Transformation
    Education
    Marketing Communications
    Data Management
    Sales Assessment
    Fulfillment
    Marketing
    Service Providers
    Marketing
    Execution
    Education
    • Seminars
    • Classes
    • Whitepapers, Articles,
    • Webinars
    • X,Y,Z
  • Assessment
    Year 1
    Year 2
    Year 3
    - Basic Mgmt. Disciplines
    - Business Plan
    - Print, Mailing, Fulfillment
    Additional MSP Capabilities
    Fully Developed MSP
  • Year 1
    Year 2
    Year 3
    Business/Marketing/Sales Process Redefined
    $
    Business >>>>>>>>>>>>>>>>>>>>>>>Transformation
    Education
    Capability additions:
    Data Management
    Multi-Channel Offerings
    Executing integrated campaigns
    • Emails, PURLS, VDP, QR Codes
    • Workforce training
    • Technology to support
    • FULL Campaign Management
    Business Fundamentals
    -Plans
    -Positioning
    Dabble in some offerings:
    -Purls
    -Emails
    -VDP
    - Cross Media
    Fully Developed
    • Brand
    • New marketing offerings
    • Customer recognized partner not vendor
    • New technology and/or solution aware
    Transformation timeline
  • How do you get there?
    Human Resources
    Marketing
    Sales
    Account Management
    IT
    Business Dynamics
    Technology
    Processes
    Proposals and Pricing
  • How do you get there?
    Human Resources
    Marketing
    Sales
    Account Management
    IT
    Business Dynamics
    Technology
    Processes
    Proposals and Pricing
  • Critical Change: Marketing
    Marketing Resource
    VP Sales and Marketing?
  • Critical Change: The Sales Force
    Transactional Sales vs. Solution selling
    Different Type of Conversation
    Educate, Educate, Educate!
    Let them see it in action
  • Critical Change: The Right Customers
    Look inside – Customers
    - Segmentation
    - Analysis
    Look outside – Markets
    - “Last 10 for the Next10”
    Plan, Profile, Target, Execute, Pursue, Close, Execute, ….Repeat
  • Critical Change: Marketing Programs
    Show interest in more than the “piece”
    Right channels for your customers
    Leverage Your Data
    Find the Right Offer
    Lead Nurturing
    Measure and Report
  • How do you get there?
    Self Promotion
    Branding & Positioning
    • Website
    • Collateral
    • Demo Sites
    Campaigns
    Cross-Selling
    New Prospects
  • Your check list
    Develop a Vision and Business Plan
    Develop the Organization Chart –
    Human Resource assessment
    Create a Marketing Strategy and Plan
    Create Sales Strategy and Plan
    Operational Plan
    Finance – pro forma financial statements
    Educate Internally and Externally
    Consistently Self-Promote
    Execute
    Measure
  • Questions?
  • INTEGRATED MARKEING ACROSS MULTIPLE CHANNELS
    Inbound and Outbound Marketing, Campaign Examples
  • The Definition
    Integrated Marketing is:
    “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” (Marketing Power Dictionary)
  • The Definition
    Multi-Channel Marketing is:
    “all about using various methods (channels) to get your marketing message to the people who matter the most – your target market.” John Foley, Jr – Whitepaper What is Multi-Channel Marketing
  • Outbound Marketing
  • Inbound Marketing
  • Pick Your Audience: Choose your target audience.
    Pick A Channel: Choose which channel would be the most effective way to contact your audience.
    Repeat: Repeat the cycle for more effect.
    Pick A Media: Choose which media would be the most effective way to contact your audience.
    Response Channel: Give your audience a way to respond.
    Measure: Marketing Reports & Dashboards automatically generated.
    Lead Database:
    All responses collect in one database.
    Real Time, Centralized, Online, Qualified.
    Sales
    Reports
    Lead
    Distribution
    Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.
  • Campaign Layout
  • Customized Communications: Multi-Channel Marketing Communications
  • Many balls in the air
    Managing multiple communication channels and medias
    Print Media, Social Media, Electronic Media, etc..
    Resources: human and dollars are limited
    New and changing environment
    Bar has been raised. No more single message methodology
    Target the right person with the right message at the right time
    Tall order for a marketing department to fulfill.
    Why Marketing Departments Need Help
  • Successful Campaigns
    Campaigns
  • Magazine Ad/Web/Viral Marketing
    Magazine ad
    40,000+ Responses and growing
    Tell-a-Friend feature made it go viral
  • Direct Mail/Web
    • Landing Page Hit Rate: 19.5%
    • Average Duration: 10 minutes
    • Response Form Submission Rate: 80%
  • Key Components of an Integrated Marketing Campaign
    Marketing Plan for the Campaign
    Target Demographic… DATA
    Timing
    Channel/Media
    Response Methods
    Evaluation of Campaign/Metrics
    Follow Up
  • The Integrated Marketing Campaign
    Direct Mail / eMail / Social Media etc
    Data/ Variable Data
    Personalized URLs
    Web to Print Storefront
    Accurate and Targeted Mailing List Databases
    Evaluation of Metrics
    Follow Up
  • Direct Mail / eMail /Social Media
    Tailor your message
    Showcase the primary benefit
    Boost your offer
    Track and test
  • Direct Mail / E-Mail
    PURLs Plus E-Mail Marketing Equals Huge Results!
    According to a Jupiter Research report, incorporating web analytics into email campaigns increases response rates by up to 5% and open rates up to 13%!
    Quick
    Cost Effective
    Works
  • Accurate and Targeted Mailing List Databases
  • Personalized URLs
    As follow-up to responders
    When you can get personal (data)
    PURLs on the fly
  • Web-To-Anything Benefits
    Centralized Location
    24-7 Access to Materials
    Brand Control
    Response integrated into library
    Oh… and additional print orders!
  • Evaluation of Metrics
  • Response Tracking
    Important Metrics – It’s all about the numbers
    Open Rate
    Click-through
    Responses
    Non-Responders
    Conversions
  • Marketing Automation– 5 Step
    2
    3
    1
    Provide Target
    Personalized Direct Mail
    & Landing Pages
    Lead Score
    Hot, Warm, Cold
    Prospect / Customer Pool
    Multi-Channel
    Multi-Media Campaigns
    Email, Direct Mail, Social Media
    Inquiry / Leads in Funnel
    Automated Marketing
    Lead Nurture
    Multi Touch Campaign starts
    Email
    Phone
    Direct Mail
    And More
    Sales
    CRM…
    Web
    Agent Calls
    Measure, Adjust, Redo!
    CRM Tool
    Sale!
    4
    5
    Marketing Automation
    Analytics –Numbers, Money, Leads, Inquiries, Mail vs. Web, and more
  • Follow-Up Process
    Follow-up on all leads
    Lead Scoring/Ranking
    Automate
    Drip Marketing
  • E-Fulfillment – Driven from Campaign
    The survey asked questions to determine specific interest:
    Based on the answers provide, the system generates an order with the appropriate materials
  • Implementation Steps
    Practice what you preach
    Embrace Integrated Multi Channel Marketing
    Demonstrate you know their problems and can solve them
    Work with marketing, establish that relationship
    Show examples/industry studies of success in integrated marketing
    Do your research on marketing websites
  • Industries that are listening – and need you
    Automotive
    Education
    Dining
    Travel
    Real Estate
    Insurances
    Financial Services
  • The Benefits to You
  • Increase Revenue
    Attract new Customers
    Encourage Repeat Sales
    Expand Offerings to Current Customers
    Increase Retention Rates
    Solution versus transaction business only
  • Inspire Me!
  • Sun Chlorella: The Marketing Need
    Japanese company, no presence in US
    No prospecting database
    Fully-integrated multi-channel approach
    www.sunchlorellausa.com
  • The Approach: Multi-Channel Campaign
    Direct Mail
    Email
    Website
    Social Networks
    Banner Ads
    Magazine Ads
  • Sun Chlorella Nutritional Web Site
  • Boomers (35-55)
    Touch points to gather information and drive to website or shopping cart
    The 20 something’s 20-34
    Seniors (55+)
    Touch points to gather information and drive to website or shopping cart
    Touch points to gather information and drive to website or shopping cart
    A
    A
    A
    B
    B
    B
    C
    C
    C
    Visitors who purchased.
    Visitors who left.
    E-Commerce
    Outbound Emails
    Outbound Emails
    Social Media
    Banner Ads
    Social Media
    Banner Ads
    Direct Mail
    Direct Mail
    D
    C
    B
    A
    A
    B
    C
    D
    Web Site
    Drive back to website or shopping card through medias
  • Sun Chlorella Nutritional Configuration
  • Sun Chlorella Nutritional Configuration
  • Sun Chlorella Nutritional Configuration
  • Junior Senior Dog Campaign
  • Subway Campaign slides
  • Houghton College
  • Rockwell Collins eBook
  • Rockwell Collins eBook
    Nearly 800 downloads!!
    Measured where hits came from
  • Customer Satisfaction – Marketing Automation
    Fortune 500 Heating & Cooling Manufacturer:
    Customer satisfaction & retention program
    Personalized URLs
    Automated Marketing
    Radius Marketing
    Real-Time Leads
    The icing on the cake: prepaid annual revenue
  • The initial audience was sent a mailer with a Personalized URL… which directed them to the landing page.
  • Info Gathering Campaign
    A link was provide to a special report, related to
    LASIK surgery. This was part of the incentive to respond.
  • Info Gathering Campaign
    A Personalized URL was created for each friend… an email was sent out automatically from the system.
  • Info Gathering Campaign
    The friend’s were sent to a landing page with a similar look and feel.
    But, the questions and text were designed to convert these friend’s into new customers.
  • Case Study: Cross-Channel Campaign
    National Home Improvement Custom Paving:
    On one dashboard, the customer can see success of each channel: Direct Mail vs. Email vs. DVD vs TV
    … and of each Response Type: PURL vs. Call Center vs. BRC
  • Questions?
  • Marketing and Data management
    Keeping it all together
  • Best Prospecting Data
    Where can you get the best marketing data for your company?
  • At the end of the process the company had a full marketing database.
    Each landing page asked for a different piece of information.
    • Email Address
    • First & Last Name
    • Mailing Address
    XYZCompany
    Bob
    Email
    • Language
    • Birthday
    • Preferred E-Mail Type: HTML or Text
    The company started with only one piece of information –
    an email address
    • Favorite Color
    • Favorite Style
    Landing Page #2
    Landing Page #1
    Landing Page #3
    Building a Better Database
  • Personalization: Starts with the Data
  • Identify Areas of Personalization
    • The inside of the booklet has a number of variable fields including
    • Interest articles,
    • Images,
    • Membership status,
    • Personalized URL.
    Membership Status:
    Personalized URL
    Images based on Interest
  • Variable Data
    • From past surveys and card swipes, we knew that this customer:
    • Spends a lot of time at the races,
    • Replied to a survey and said that the food was a bit expensive,
    • And is a silver member that Wide Water would like to make a gold.
  • Consumers prefer personalization…
    When you do receive hard copy direct mail, which type do you prefer?
    The Future of Mail, N = 850 Consumers
  • …but it’s not what they’re getting
    Excluding bills and statements, approximately what percentage of the items you receive in the mail can be described as follows?
    The Future of Mail, N = 845 Consumers
  • Is everyone interested in the same message?
  • More With Less: Eliminate Useless Records
    Some recipients have no interest in a car
    Daniel and Johanna bought a car less than 6 months ago
    Emily lives in Manhattan and only uses the subway to get around
  • Many use VDP to “personalize” with the recipients name, but still use the same message for everyone
    Dear James - Buy a Ford Taurus
    Dear Janice - Buy a Ford Taurus
    Dear Andrew - Buy a Ford Taurus
    VDP Is More Than a First Name!
    Not Everyone wants a Ford Taurus!
  • James
    32 years old
    Single
    Teacher
    $45,000 salary
    Lives in Philly
    Segment Data to Understand the Audience
  • Janice
    43 years old
    Married, four kids
    Veterinarian
    $87,000 salary
    Lives in Tampa
    Segment Data to Understand the Audience
  • Andrew
    61 years old
    Married
    Attorney
    $170,000 salary
    Lives in Denver
    Segment Data to Understand the Audience
  • Its About Relevance
    • IF state = FLTHEN background = beach
    • IF income ≥ 50,000AND income ≤ 100,000AND children ≥ 2 THEN picture = luxury van
    • IF state = COTHEN background = mtns
    • IF income ≥ 120,000AND children = 0THEN picture = sports car
    • IF state = PATHEN background = city
    • IF income ≤ 50,000AND children ≤ 2 THEN picture = coupe
  • Personalization Generates Results!
    N = 383 Direct Marketers
    Source: Trans Meets Promo… Is It More Than Market Hype?. InfoTrends, 2008
  • Emerging Technologies for Marketers to Embrace
    Mobile Media
    QR Codes
  • What is Mobile Media Marketing
    Channel
    Media
    Network
  • Mobile Media Marketing - A Perspective
  • What are they doing
  • Mobile Demographics
  • Mobile Demographics
  • Mobile Demographics
  • Mobile Demographics
  • The Network – Simple terms
  • What do you leave with everyday?
  • What is Mobile Media Marketing
  • What is Mobile Media Marketing
    Mobile marketing via SMS
    Mobile marketing via MMS
    In-game mobile marketing
    Mobile web marketing
    Mobile marketing via Bluetooth
  • Driving Traffic
  • What’s New Mobile Media
    Location Services
    Advertising expansion
    QRCodes
    iPad
    Resources
  • Location based marketing Benefits
    Captured target. They are near you Now!
    Increased Impulse buying. Real time delivery
    Development of one-to-one relationship marketing.
    Direct marketing spending effectiveness.
    Materials are delivered on demand, as required.
    Increased return on investment (ROI) Repeat or additional consumer purchases during a visit.
  • Location Based Marketing – Are you MISSING it?
    #Fail
    Website with no GIS information optimized
    #Success
    Website with GIS – GET FOUND!
  • What’s New Mobile Media
  • What’s New Mobile Media
  • What’s New Mobile Media Marketing
  • Types of Mobile Advertising
    Unknown source
  • Types of Mobile promotion
    Text to Win
    Text to give
    Loyalty
    2DBarcodes aka QRCodes
  • Mobile Couponing
    G5marketing
  • Mobile Couponing
  • Meet the QR Code
    A 2D Barcode
    Created by a Japanese corporation (Denso-Wave) in 1994
    QR stands for “Quick Response”
  • What does it do?
    QR Codes help make print interactive by connecting multiple channels.
    View websites, videos, & more on your mobile phone.
  • QRCodes (Quick Response)
  • Reading a QR Code
    Point your camera at the QR Code
    Snap a picture
    The QR will decode instantly
    You’ll be brought to the webpage
  • Why scan a QR Code?
    To learn
    To discover
    To watch
    To get discounts
    Curiosity
  • Mobile Media Success
    Learn the Platforms
    Determine Your Goals
    Establish Your Presence
    Customize
    Implement Compelling Promotions
    Engage With Your Customers
    Track Everything
    Be Prepared to Adapt
    Avoid Common Pitfalls
  • Mobile Wrap!
    InvisiblePR
  • Questions?
  • Using Social Media to Build Business
    Twitter, Facebook, YouTube, and LinkedIn
  • Talking About a Revolution
    www.ilink.me/Revolution
  • What we will discuss today
    What is Social Media?
    Why Use Social Media
    What channels should you use?
    How to find prospects and customers
    How to use for customer service
  • SOCIAL MEDIA is…
    Community
    Conversation
    Networking
    Marketing
    Engagement
    Relationships
    Customer Service
    Immediate Information
    Platform
    6 Degrees of separation?
  • Why use SOCIAL MEDIA?
    One-on-one style communication.
    Successful online community is all about honest communication.
    People that connect via social media want to have real one-on-one conversations regarding relevant and current information
    Trusted Advisors – People by from Trusted Resources
    Your Prospects and Customers are already there!
  • Why use SOCIAL MEDIA?
    • More prospects to sell to
    • Generate interest in your brand
    • Build your brand
    • Loyalty
    • Position your company
    • Customer Service
    • Another Channel
  • Why use SOCIAL MEDIA?
    • 50 Ways Marketers Can use Social Media to Improve Their Marketing
    • Add social bookmark links to your most important web pages and/or blog posts to improve sharing.
    • Build blogs and teach conversational marketing and business relationship building techniques.
    • For every video project purchased, ensure there’s an embeddable web version for improved sharing.
    • http://ilnk.me/50ways @chrisbrogran
  • Is everyone interested in the same communication?
    I still email
    I love my mail.
    I’m on Twitter
    I use Facebook,
    Twitter and Linkedin
    Where are your prospects and customers today getting their information?
    I Google for my information
  • Strategy before Tactics! - THE PLAN FIRST!
    TOOLS
    Step 1: Describe the Business
    Step 2: Business Goal
    Step 3: Where Is the Audience Cyclically?
    Step 4: How Does the Audience Use Social Media?
    Step 5: The One Thing
    Step 6: How Will You Humanize the Brand
    Step 7: How Will You Measure Success?
  • TOOLS
    Get Noticed
    Optimize / Social Friendly
    Landing Pages
    Offers
    Emails
    Polls
    Inquiries
    Suspects
    Product?
    Service?Asset?
    Nurture
    Engage
    Conversation
    Convert
    Prospects
    Nurture
    Engage
    Conversation
    Convert
    Fully
    Qualified
    Leads
    $
    $
    Close/Convert
    & Measure
    $
    $
    Social Media, Blogging, Analytics, Content Mgmt, SEO
    Publish - Engage – Converse - Share
    Questions or Comments?
    Phone 1.800.948.0113
    Email Support@GrowSocially.com
    Questions or Comments?
    Phone 1.800.948.0113
    Email Support@GrowSocially.com
    146
    Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
    Copyright © 2010 Grow Socially, Inc. All Rights Reserved.
    146
  • Custom XM
    Twitter, Facebook, YouTube, QR Codes
  • Complemar
    Twitter and Facebook
  • Concord Litho
    Twitter, Facebook, LinkedIn
  • What we’ll look at today
  • What’s the Difference
    Twitter Block Party
    FacebookPersonal house party but can have business effect
    YouTube Your own TV Station
    LinkedIn Networking event by chamber of commerce
  • twitter
    Share and discover what’s happening right now, anywhere in the world.
  • What is Twitter?
    • Twitter - “What are you doing?”
    • Twitter is a free social messaging utility for staying connected in real-time.
    http://www.twitter.com
  • PROS of Twitter
    • Easy to use, and free
    • You can reach a large amount of people
    • Position yourself as a thought leader
    • Communicate and engage in another marketing channel
    • Simple to find people in your target audience
  • CONS of Twitter
    • Requires time and effort
    • Works best when you are consistent – thus, what will you post?
    • Weeding through the spam
  • Share what you are doing
    • You can post up to 140 characters per “tweet”
    • It may simply be a status update, or a link to another resource.
  • Share what you are doing
    Let others know what your company is up to by creating your own company account and posting from there.
  • Spread the word
  • Spread the word
  • Measureable – www.ilink.me
  • Re-Tweet
    • Like something you’ve seen? “Re-Tweet” someone’s post by starting with “RT” and then give the author credit by adding there user name.
    • In this case @ColleenMick’s posting was shared.
  • Joining a Conversation
    • A reply can be used to comment on a post that was made by someone else.
    • To reply to someone else’s post, just add the “@” symbol followed by their twitter name. In this case “@chrisbrogan” was used.
  • Following People on Twitter
    • Twitter allows you to follow people that you choose.
    • Their updates will be displayed to you in real-time.
  • Searching by Company
  • Searching by Titles & Positions
  • Searching by Titles & Positions
  • Search.Twitter.com
    • Search as much as you post!
    • Real-time Results
  • Search.Twitter.com
    • Use it to find potential prospects
  • Whose talking about you?
  • Customer Service: The complaint
  • Customer Service: To Reply
  • Customer Service: To Reply
  • Best Practices
    • Actively participate and engage
    • Seek out prospects and customers and information that is relevant to you and them
    • Share information! Be a thought leader, be yourself, show the human side of your business
    • Variety: Pictures, links, videos
    • Use tracking tools like ilnk.me, bit.ly, budurl.com or other
    • Review your efforts and measure your results
  • Four Fundamentals: Twitter
    Build your network
    Engage with the network you have built
    Be consistent
    Track and analyze
  • Facebook
    Facebook helps you connect and share with the people in your life.
  • What is Facebook?
    • Facebook
    • A free social network used by people & companies
    • Companies can host pages and groups to self-promote
    • http://www.facebook.com
  • PROS of Facebook
    • Can be used as extension of Company Website
    • Put forth the “human” side of your company
    • Allows you to post articles, videos, pictures, and more about your business
    • Stay on “top of the mind”
    • Event Promotion: Open House? Webinar?
    • Discussion Boards: Get involved in conversations
  • CONS of Facebook
    • Requires time and effort
    • Weeding through the spam (fans, games)
    • Not obvious how to measure success
    • If things go bad….
  • Get Yourself Out There
    Creating a page simply involves:
    • A logo
    • A name
    • Content!
  • H & H Graphics
  • Posting Marketing Topics
  • bopi
  • Social Print Experiment
  • Complemar
  • Cedar Graphics
  • Sorrento Mesa Printing
  • Tip to Keep in Mind
    • Get a personalized URL!
    • i.e. Facebook.com/interlinkONE instead of Facebook.com/Users/1548787
    • How to do it: http://www.facebook.com/username/
  • Best Practices
    • Actively promote your page
    • Seek out friends and fans
    • Share information! At least post two items a week
    • Variety: Pictures, links, videos
  • Four Fundamentals: Facebook
    Build your network
    Engage with the network you have built
    Be consistent
    Track and analyze
  • YouTube
    Broadcast your self, broadcast your work.
  • What is YouTube?
    • YouTube
    • video sharing website on which users can upload and share videos.
    • http://www.youtube.com
    • The #2 search engine!
  • PROS of YouTube
    • Free! Hosts unlimited videos
    • Helps improve search engine rankings
    • Adds another channel to your marketing efforts
    • Display “personal” side of company
    • Create viral marketing opportunities
    • Track views and links to your videos
  • CONS of YouTube
    • Risk poor reviews?
    • Time spent getting videos done
    • Need to promote it
  • Set up a Gallery
  • Go Viral
    Watch it for your self at www.ilink.me/GoViral
  • Best Practices
    • Customize look and feel of your channel
    • Keep videos short – 1 to 3 minutes
    • Keep up variety: from educational to funny
    • Stay consistent with posting frequency
  • Four Fundamentals: YouTube
    Build your network
    Engage with the network you have built
    Be consistent
    Track and analyze
  • For more information…
  • Linked in
    Over 45 million professionals use LinkedIn to exchange information, ideas, and opportunities
  • What is LinkedIn?
    • LinkedIn
    • A business-oriented social networking site mainly used for professional networking.
    • Has more than 43 million registered users, spanning 170 industries.
    • http://www.LinkedIn.com
  • Linkedin.com Dashboard
  • Profile
  • Join & Participate in Groups
  • Post a Question
  • Get Information
  • Value in Groups
  • Q and A Feature
    One of the best ways to learn about new technology and other marketing efforts is through the Questions and Answers section.
  • Best Practices
    • Connect with prospects and customers
    • Use the question and answer section to find and provide help
    • Become active in the groups!
    • Post self-promotional items – news and events
  • Four Fundamentals: LinkedIn
    Build your network
    Engage with the network you have built
    Be consistent
    Track and analyze
  • Final thoughts
    What to remember.
  • Getting started
    • Start slow.
    • Just do it.
    • Be yourself.
  • There’s a place for you too.
    Start today.
    Who’s already out there…
  • Debbiedee5People, communication, prospects, sales leads, business relationships
    • AudraPinkerton Social media has connected me with great people, keep in touch when clients move and 2 RFPs!
    Quotes
  • Have we had success?
    Since end of 2008…..
    …. From 0 – 10,000+ between corporate and individual accounts for Twitter Followers
    …. 20K+ have clicked on our links, downloaded our ebook, our whitepaper, from social media sites alone!!!
    50+ prospects in pipeline directly from twitter…
  • Our Own Success…


    John, I have been seeing your mission in spreading the QR or 2D Code gospel to the print media masses.....we need more like you.
  • Let Others Tell Your Story
    Word-of-mouth marketing has expanded…
    If you have a great company, product or service, people will spread that message for you.
    Deliver relevant information, and people will return the favor.
  • The Marketing Mix
    “Do not lose sight on the fact that social media is simply one part of a successful marketing mix.”
    “Traditional marketing mediums must still be used to reach everyone in your audience.”
    “Target the right audience, using the right channel(s), the relevant media(s), and the right response channel(s).”
    Follow me www.twitter.com/johnfoleyjr
  • Resources for you
    http://www.interlinkone.com (Whitepapers – ebooks)
    http://www.growsocially.com (Online, Whitepapers, E-books)
    http://Search.Twitter.com (search conversations)
    http://tweepsearch.com/ (search by Title & Position)
    http://twitterrific.com/ (help managing Twitter)
    http://WordPress.com (for blogging and website)
    http://chrisbrogan.com (leading blogger on social media)
    http://eMarketer.com (for daily charts and statistics)
    http://MarketingProfs.com (for case studies and advice)
    Google it, Bing it, Yahoo it.
    “What’s #sxsw?” / “What’s a twitter feed?” / “Using facebook in business”
  • John Around the Web
    johnf@growsocially.com
    www.Twitter.com/johnfoleyjr
    www.LinkedIn.com/in/johnfoleyjr
    www.Facebook.com/GrowSocially
    www.Facebook.com/interlinkONE
    www.YouTube.com/GrowSocially
    www.YouTube.com/interlinkONE
  • Don’t Wait. Market Today!
    Start the Business Transformation
    Educate and Embrace
    Ask & Listen More Than You Talk
    Offer Marketing Solutions
    Utilize Multi-Channel Marketing
    Integrate to Save Time & Money
    Ready for Tomorrow
  • Questions & Answers
  • Business Transformation
    Marketing Services Provider: The Future
    Appendices
    Business Plan
    Marketing Plan: Putting Marketing into Action
    The 4 P’s of Marketing
    Strategic Account Reviews
    And More
  • Business Transformation
    Patience, Perseverance and Perspective
    Making Sense of the Marketing Services Provider Transformation
    How to Transform Your Business
    Infrastructure Considerations
    How to Be the Best Marketing Services Provider EVER
    Walking the Talk: How to Promote the Heck Out of Your New Business
    Your Guide to Selling Marketing Services
    Social Media: What Is It and Where Does it Fit?