SOCIAL MEDIA A view from inside the industry Mark Graham, RIGHTSLEEVE.COM
Mark Graham <ul><li>Founder of Distributor, RIGHTSLEEVE.COM </li></ul><ul><li>Technology enabled distributorship </li></ul...
<ul><li>#NALC2010 </li></ul><ul><li>@RIGHTSLEEVE </li></ul>
Years it took to reach a market audience of 50 Million <ul><li>Radio – 38 years </li></ul><ul><li>TV – 13 years </li></ul>...
Throughout this presentation …
I want you to keep 3 things in mind
#1. The immutable law of sales <ul><li>People buy from people they like </li></ul>
#2. Our biggest challenge <ul><li>Buyers struggle to see the difference between us </li></ul>
#3. Buying behaviour <ul><li>People trust their friends more than institutions </li></ul>
In the next 90 minutes … <ul><li>Why invest in social media? </li></ul><ul><li>Success stories </li></ul><ul><li>What you ...
A Social Media Primer <ul><li>Social media consists of online conversations between real people - customers, employees, ve...
Why invest in social media?
New way of engaging clients
Point of Differentiation
Builds Trust
Cost Effective
Communication Tool of Next Generation
Distribution platform for your content
Thought Leadership in your Niche
Success Stories
Customer Service
 
 
Lead Generation/Recommendations
<ul><li>The New How Shirt w/ Wearing Instructions </li></ul><ul><li>Yes, it’s true, no one really needs another t-shirt. B...
Talk about an emotional connection! Audience = 57,500 people Cost = zero
Turning Customers into Fans
 
Market Positioning
“ Bridging the gap between all generations of Promotional  Product professionals” Facebook Groups done right
Real Time Feedback (Not so Good)
Contests
 
 
Recruiting Tool
 
Content is King
Visibility
What you can do now
<ul><li>Locate your customers/competitors  </li></ul><ul><li>Interview a customer and post the content online </li></ul><u...
BE WARNED!  Social Media is not for everyone. <ul><li>People will sniff out the fakers. Be authentic. </li></ul><ul><li>Be...
 
<ul><li>A  meatball sundae  is the unfortunate result of mixing two good ideas. </li></ul><ul><li>The meatballs are the fo...
Resources  <ul><li>Tara Hunt  The Whuffie Factor </li></ul><ul><li>Chris Anderson  The Long Tail </li></ul><ul><li>Clay Sh...
@RIGHTSLEEVE
Social Media & Promotional Products - The Big Picture
Social Media & Promotional Products - The Big Picture
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Social Media & Promotional Products - The Big Picture

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An overview of why social media is an effective marketing tool within the promotional products industry.

This presentation also focuses on several examples from RIGHTSLEEVE.COM on how social media can be deployed within the industry

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Social Media & Promotional Products - The Big Picture

  1. 1. SOCIAL MEDIA A view from inside the industry Mark Graham, RIGHTSLEEVE.COM
  2. 2. Mark Graham <ul><li>Founder of Distributor, RIGHTSLEEVE.COM </li></ul><ul><li>Technology enabled distributorship </li></ul><ul><li>I am one of you </li></ul>
  3. 3. <ul><li>#NALC2010 </li></ul><ul><li>@RIGHTSLEEVE </li></ul>
  4. 4. Years it took to reach a market audience of 50 Million <ul><li>Radio – 38 years </li></ul><ul><li>TV – 13 years </li></ul><ul><li>Internet – 4 years </li></ul><ul><li>iPod – 3 years </li></ul><ul><li>Facebook – 2 years </li></ul>Source: Karl Fisch, Scott McLeod, and Jeff Brenman
  5. 5. Throughout this presentation …
  6. 6. I want you to keep 3 things in mind
  7. 7. #1. The immutable law of sales <ul><li>People buy from people they like </li></ul>
  8. 8. #2. Our biggest challenge <ul><li>Buyers struggle to see the difference between us </li></ul>
  9. 9. #3. Buying behaviour <ul><li>People trust their friends more than institutions </li></ul>
  10. 10. In the next 90 minutes … <ul><li>Why invest in social media? </li></ul><ul><li>Success stories </li></ul><ul><li>What you can do, starting now </li></ul>
  11. 11. A Social Media Primer <ul><li>Social media consists of online conversations between real people - customers, employees, vendors - using websites or online platforms. </li></ul>Image credit http://www.flickr.com/photos/matthamm/2945559128
  12. 12. Why invest in social media?
  13. 13. New way of engaging clients
  14. 14. Point of Differentiation
  15. 15. Builds Trust
  16. 16. Cost Effective
  17. 17. Communication Tool of Next Generation
  18. 18. Distribution platform for your content
  19. 19. Thought Leadership in your Niche
  20. 20. Success Stories
  21. 21. Customer Service
  22. 23. Damage Control
  23. 25. Lead Generation/Recommendations
  24. 26. <ul><li>The New How Shirt w/ Wearing Instructions </li></ul><ul><li>Yes, it’s true, no one really needs another t-shirt. But we do wear logos, designs we care about. And we often wear things that embody our values. </li></ul><ul><li>So I recently decided to order t-shirts for the #NewHow movement. The process itself was entirely a process of collaboration.  Let me share it. </li></ul><ul><li>First, I reached out to a person I have only met a few times in person but stay regularly in contact with on Twitter, @missrogue. Having watched her do a #karaoke tour across the US last year, I figured she had to know something about swag vendors. And because I really do still have a day job I wanted to find the vendor to work with, and go fast. No surprise, 5 minutes later, I got an introduction to Mark Graham at #RightSleeve. Within hours, I had a reasonable quote, options to pursue and a rough schedule that would let me take shirts to my #fidelity talk on innovation. Mark uses email like I do — highly efficient, asynchronous conversation to let us move faster and truly do high-baud work. </li></ul><ul><li>But at that point, I still hadn’t decided what I wanted the design to be. So I emailed a collaborator and asked him something simple like, “thoughts?” and got back a very fast note that set the theme of the shirt: I am the New How. Which I liked. I asked to see the designs in context with the shirts and color choices. When I got drafts (from RIGHTSLEEVE), I simply forwarded to the #Rubicon team and a few other folks and asked for feedback. 5-10 minutes later, I had what I needed. Decisions were made. Order placed. Literally, the whole process probably took me a total of 30-45 minutes to do. And all in 5 minute increments. That’s a vendor and an extended set of collaborators I want to work with. </li></ul>
  25. 27. Talk about an emotional connection! Audience = 57,500 people Cost = zero
  26. 28. Turning Customers into Fans
  27. 30. Market Positioning
  28. 31. “ Bridging the gap between all generations of Promotional Product professionals” Facebook Groups done right
  29. 32. Real Time Feedback (Good)
  30. 33. Real Time Feedback (Not so Good)
  31. 34. Contests
  32. 37. Recruiting Tool
  33. 39. Content is King
  34. 40. Visibility
  35. 41. What you can do now
  36. 42. <ul><li>Locate your customers/competitors </li></ul><ul><li>Interview a customer and post the content online </li></ul><ul><li>Start practicing to find your “voice” </li></ul><ul><li>Setup profiles on Facebook, LinkedIn, YouTube </li></ul><ul><li>Create a video (Microsoft MovieMaker, Apple Final Cut Pro, iMovie, Flip Video) </li></ul><ul><li>Write about stuff that interests you </li></ul><ul><li>Join the conversation </li></ul><ul><li>Be patient … and authentic </li></ul>
  37. 43. BE WARNED! Social Media is not for everyone. <ul><li>People will sniff out the fakers. Be authentic. </li></ul><ul><li>Be aware of the time commitment </li></ul><ul><li>Ensure your marketing is not out of sync. </li></ul><ul><li>You don’t want a meatball sundae </li></ul>
  38. 45. <ul><li>A meatball sundae is the unfortunate result of mixing two good ideas. </li></ul><ul><li>The meatballs are the foundation, the things we need (and sometimes </li></ul><ul><li>want). These are the commodities that so many businesses are built </li></ul><ul><li>on. </li></ul><ul><li>The sundae toppings (hot fudge and the like) are the New Marketing, </li></ul><ul><li>the social networks, Google, blogs and fancy stuff that make people all </li></ul><ul><li>excited. </li></ul><ul><li>The challenge most organizations face: they try to mix them. They </li></ul><ul><li>attempt to slap new marketing onto old and end up with nothing but a </li></ul><ul><li>failed website. </li></ul><ul><li>Excerpt from Seth Godin’s Meatball Sundae </li></ul>
  39. 46. Resources <ul><li>Tara Hunt The Whuffie Factor </li></ul><ul><li>Chris Anderson The Long Tail </li></ul><ul><li>Clay Shirky Here Comes Everybody </li></ul><ul><li>Joel Comm Twitter Power </li></ul><ul><li>Mitch Joel Six Pixels of Separation </li></ul><ul><li>Mashable www.mashable.com </li></ul><ul><li>ReadWriteWeb www.readwriteweb.com </li></ul>
  40. 47. @RIGHTSLEEVE

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