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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?