XPX Summit Presentation

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This is the presentation I gave at the XPX Summit to a room full of investment bankers, wealth managers and investment advisors.

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XPX Summit Presentation

  1. 1. GET SOCIAL
  2. 2. Michael Durwin <ul><li>Creative Director - Engine East www.engine-east.com </li></ul><ul><li>Founder + Chief Idea Guy - Rangl.Me www.rangl.me </li></ul><ul><li>1st client web site - 1993 </li></ul><ul><li>1st online video - 1994 </li></ul><ul><li>1st social network campaign - 1995 </li></ul>
  3. 3. CLIENTS
  4. 4. CASE STUDY - Decathlon Sports 2006 Product Launch Campaign - 2 Second Tent
  5. 5. CAMPAIGN FOCUS <ul><li>TV, radio, print </li></ul><ul><li>Online, SEO </li></ul><ul><li>Social Media </li></ul>
  6. 6. Micro site
  7. 7. VIRAL VIDEO 421 VIDEOS 675,000 VIEWS
  8. 8. Branded MySpace
  9. 9. RESULTS 400% INCREASE IN PRODUCT SALES FROM PREVIOUS YEAR
  10. 10. WHAT IS SOCIAL MEDIA?
  11. 12. WHAT IS SOCIAL MEDIA MARKETING?
  12. 14. KEYS TO SUCCESS <ul><li>Listen </li></ul><ul><li>Add Value </li></ul><ul><li>Be Patient </li></ul><ul><li>Be Responsive </li></ul><ul><li>Avoid Friction </li></ul><ul><li>Measure + Adjust </li></ul><ul><li>Stay Focused </li></ul>
  13. 15. LISTEN <ul><li>LISTEN TO WHAT PEOPLE ARE SAYING ABOUT YOU, YOUR BRAND, YOUR INDUSTRY TO LEARN WHAT THEIR DESIRES , PAINS , AND JOYS ARE </li></ul>
  14. 16. ADD VALUE <ul><li>YOU NEED TO GIVE TO THE COMMUNITY IN ORDER TO BUILD TRUST AND ESTABLISH EXPERTISE BEFORE THE COMMUNITY WILL GIVE BACK TO YOU </li></ul>
  15. 17. BE PATIENT <ul><li>USERS ARE OVERWHELMED WITH INFORMATION AND LEERY OF MARKETING PREDATORS. IT WILL TAKE TIME BEFORE THEY TRUST YOU ENOUGH TO LET YOU IN </li></ul>
  16. 18. BE RESPONSIVE <ul><li>SOCIAL MEDIA IS NOT NEW MEDIA IT IS NOW MEDIA . EVERY ISSUE YOUR CLIENT HAS IS LIKE HAVING A LEG IN A BEAR TRAP , THEY WANT RELIEF NOW </li></ul>
  17. 19. AVOID FRICTION <ul><li>WOULD YOU LOCK THE DOORS TO YOUR STOREFRONT? WOULD YOU HIDE YOUR MERCHANDISE ? THEN DON’T PUT BARRIERS BETWEEN YOU AND YOUR CUSTOMERS . </li></ul>
  18. 20. MEASURE + ADJUST <ul><li>SOCIAL MEDIA IS NOT SCIENCE . THERE ARE NO MAGIC FORMULAS. TO SUCCEED YOU MUST EXPERIMENT , MEASURE AND ADJUST WHAT DOESN’T WORK. </li></ul>
  19. 21. STAY FOCUSED <ul><li>FOCUS ON WHERE YOU NEED TO BE BUT DON’T MISS OPPORTUNITIES TO DISCOVER NEW CHANNELS FOR SUCCESS </li></ul>
  20. 22. HOW DOES THIS HELP YOU?
  21. 23. HOW DO YOU DO IT? <ul><li>Define Goals </li></ul><ul><li>Define Audience </li></ul><ul><li>Locate Targets </li></ul><ul><li>Open A Dialogue </li></ul><ul><li>Be Persistent </li></ul>
  22. 24. WHO’S FIRST?
  23. 25. CONTACT <ul><li>Email - mdurwin@gmail.com </li></ul><ul><li>Blog - www.mdurwin.com </li></ul><ul><li>Company - www.engine-east.com </li></ul><ul><li>Start-up - www.rangl.me </li></ul><ul><li>Twitter - @mdurwin </li></ul>

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