twitter: @paulboomer | copyright 2013 Wizard of AdsThe Truth AboutSocial Media(Hint: It’s Not Media)
twitter: @paulboomer | copyright 2013 Wizard of Ads“History is the present.That’s why every generationwrites it anew.”- E....
twitter: @paulboomer | copyright 2013 Wizard of Ads“The reason history mustrepeat itself is because wepay so little attent...
twitter: @paulboomer | copyright 2013 Wizard of Ads“The thing that has been, isthat which shall be; and thatwhich is done ...
twitter: @paulboomer | copyright 2013 Wizard of Ads
twitter: @paulboomer | copyright 2013 Wizard of Ads3: of or relating to human society, theinteraction of the individual an...
twitter: @paulboomer | copyright 2013 Wizard of Ads3: of or relating to human society, theinteraction of the individual an...
twitter: @paulboomer | copyright 2013 Wizard of AdsThe means of communication as radio andtelevision, newspapers, and maga...
twitter: @paulboomer | copyright 2013 Wizard of AdsThe means of communication as radio andtelevision, newspapers, and maga...
twitter: @paulboomer | copyright 2013 Wizard of AdsSocial:“...relating... ...the welfare of human beings....”Media:“...rea...
twitter: @paulboomer | copyright 2012 Wizard of Ads1839posters on private propertybanned in London1867earliest recordedbil...
twitter: @paulboomer | copyright 2012 Wizard of Ads
twitter: @paulboomer | copyright 2012 Wizard of Ads
twitter: @paulboomer | copyright 2012 Wizard of Ads(Glenn video)source: Glengarry Glen Ross - New Line Cinema
twitter: @paulboomer | copyright 2013 Wizard of AdsSocial Media = Relationship Deepener.
twitter: @paulboomer | copyright 2013 Wizard of Adspath
twitter: @paulboomer | copyright 2013 Wizard of Ads• Thinks long term.• Considers this transaction to be one in a series.•...
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of Customers• Thinks short term.• Cares only about today’s tr...
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersNOTE:A customer can be aRelational Shopper inone ...
twitter: @paulboomer | copyright 2013 Wizard of AdsRELATIONAL-TRANSACTIONALOneCaseStudyTwo Kinds of Customers
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL
twitter: @paulboomer | copyright 2013 Wizard of Ads$100Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
twitter: @paulboomer | copyright 2013 Wizard of Ads$90Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$100
twitter: @paulboomer | copyright 2013 Wizard of Ads$100Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$90
twitter: @paulboomer | copyright 2013 Wizard of Ads$70Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$80
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$60
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$70
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$60
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersAverage Sale: $82Average Gross Profit: $32*Average...
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersBewareofAverages!
twitter: @paulboomer | copyright 2013 Wizard of AdsOnly 22% of Store Visits(5 of 23) were made byRelational Shoppers.Two K...
twitter: @paulboomer | copyright 2013 Wizard of Ads78% of Store Visits(18 of 23) were made byTransactional ShoppersTwo Kin...
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%Two Kinds of CustomersRELATIONAL
twitter: @paulboomer | copyright 2013 Wizard of Ads50% of Buyers(5 of 10) wereRelational Shoppers.Two Kinds of CustomersRE...
twitter: @paulboomer | copyright 2013 Wizard of Ads50% of Buyers(5 of 10) wereTransactional Shoppers.Two Kinds of Customer...
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%Two Kinds of CustomersRELATIONAL
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%Two Kinds of CustomersRELATIONAL
twitter: @paulboomer | copyright 2013 Wizard of Ads59% of Dollars Spent($480 of $820) were byRelational Shoppers.Two Kinds...
$70$60$60$70$80twitter: @paulboomer | copyright 2013 Wizard of Ads41% of Dollars Spent($340 of $820) were byTransactional ...
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%Two Kinds of CustomersRELATIONAL
twitter: @paulboomer | copyright 2013 Wizard of AdsRELATIONALTRANSACTIONAL20% Traffic 80%50% Buyers 50%Two Kinds of Customers
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%60% Sales 40%Two Kinds of Cust...
$50$50$50$40$40twitter: @paulboomer | copyright 2013 Wizard of Ads72% of Gross Profit($230 of $320) came fromRelational Sho...
$20$10$10$20$30twitter: @paulboomer | copyright 2013 Wizard of Ads28% of Gross Profit($90 of $320) came fromTransactional S...
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%Two Kinds of CustomersRELATIONAL
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%Two Kinds of CustomersRELATIONAL
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%60% Sales 40%Two Kinds of Cust...
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%60% Sales 40%70% Profit 30%Two ...
twitter: @paulboomer | copyright 2013 Wizard of AdsBUT...
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%60% Sales 40%70% Profit 30%Two ...
twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL10% Advertising 90%20% Traffic 80%50% Buyers 50%60% Sales 4...
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersMost retailers say the primaryobjective of their ...
twitter: @paulboomer | copyright 2013 Wizard of AdsHmmm...
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersMost retailers assume the store trafficthey see ea...
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersTransactional Shoppers represent agreater share o...
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRelational Shoppers represent asmaller share of s...
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersIntentionally or unwittingly, mostcompanies targe...
twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersIntentionally or unwittingly, mostcompanies targe...
twitter: @paulboomer | copyright 2013 Wizard of Ads
twitter: @paulboomer | copyright 2013 Wizard of Ads• Blog• E-mail (newsletter & auto-responders)• Videotools
twitter: @paulboomer | copyright 2013 Wizard of Ads• White paper• Case study• Infographictools
twitter: @paulboomer | copyright 2013 Wizard of AdsTools. Nothing More.
twitter: @paulboomer | copyright 2013 Wizard of Ads
twitter: @paulboomer | copyright 2013 Wizard of Ads
twitter: @paulboomer | copyright 2012 Wizard of Ads“Is this effort to supply freeinformation really workingfor us? Is it w...
twitter: @paulboomer | copyright 2012 Wizard of Ads“We’ve had thebest month ever!”- Zede Donohue
twitter: @paulboomer | copyright 2012 Wizard of Ads
“...75% of [their] businesswould be sourced fromFacebook, Twitter andtheir blog.”
twitter: @paulboomer | copyright 2013 Wizard of Ads
twitter: @paulboomer | copyright 2013 Wizard of Ads• Carry a notebook.• Ask your staff.• Create a customer advisory board....
twitter: @paulboomer | copyright 2012 Wizard of Adssource: Google Zero Moment of Truthhttp://www.zeromomentoftruth.com/too...
twitter: @paulboomer | copyright 2013 Wizard of AdsSocial Media = Relationship Deepener.
twitter: @paulboomer | copyright 2013 Wizard of Ads“Your audience gives youeverything you need. Theytell you. There is no ...
twitter: @paulboomer | copyright 2013 Wizard of AdsAdd a blog to your site andcreate loads of content.1)
twitter: @paulboomer | copyright 2013 Wizard of AdsInject yourself in to yourshoppers every day lives.2)
twitter: @paulboomer | copyright 2013 Wizard of AdsPromote your content first,your company second.3)
twitter: @paulboomer | copyright 2013 Wizard of AdsSocial Media = Relationship Deepener.
twitter: @paulboomer | copyright 2012 Wizard of Adstwitter: @paulboomeremail: paul@paulboomer.compaulboomer.com
The truth about social media (Hint: it’s not media)
The truth about social media (Hint: it’s not media)
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The truth about social media (Hint: it’s not media)

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The definition of "social" and "media" are incongruent to each other. Facebook, Twitter, YouTube, and all the other widely known social media outlets are simply tools. What social media is best at is deepening relationships.

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The truth about social media (Hint: it’s not media)

  1. 1. twitter: @paulboomer | copyright 2013 Wizard of AdsThe Truth AboutSocial Media(Hint: It’s Not Media)
  2. 2. twitter: @paulboomer | copyright 2013 Wizard of Ads“History is the present.That’s why every generationwrites it anew.”- E.L. Doctorow
  3. 3. twitter: @paulboomer | copyright 2013 Wizard of Ads“The reason history mustrepeat itself is because wepay so little attention to itthe first time.”- Blackie Sherrod
  4. 4. twitter: @paulboomer | copyright 2013 Wizard of Ads“The thing that has been, isthat which shall be; and thatwhich is done is that whichshall be done: and there is nonew thing under the sun. Isthere anything whereof it maybe said, See, this is new? Ithas been already of old time,which was before us.”- Solomon
  5. 5. twitter: @paulboomer | copyright 2013 Wizard of Ads
  6. 6. twitter: @paulboomer | copyright 2013 Wizard of Ads3: of or relating to human society, theinteraction of the individual and the group,or the welfare of human beings asmembers of society <social institutions>4a : tending to form cooperative andinterdependent relationships with othersDefinition of “social:”source: http://www.merriam-webster.com/dictionary/social and http://dictionary.reference.com/browse/media
  7. 7. twitter: @paulboomer | copyright 2013 Wizard of Ads3: of or relating to human society, theinteraction of the individual and the group,or the welfare of human beings asmembers of society <social institutions>4a : tending to form cooperative andinterdependent relationships with othersDefinition of “social:”source: http://www.merriam-webster.com/dictionary/social and http://dictionary.reference.com/browse/media
  8. 8. twitter: @paulboomer | copyright 2013 Wizard of AdsThe means of communication as radio andtelevision, newspapers, and magazines,that reach or influence people widely.Definition of “media:”source: http://www.merriam-webster.com/dictionary/social and http://dictionary.reference.com/browse/media
  9. 9. twitter: @paulboomer | copyright 2013 Wizard of AdsThe means of communication as radio andtelevision, newspapers, and magazines,that reach or influence people widely.Definition of “media:”source: http://www.merriam-webster.com/dictionary/social and http://dictionary.reference.com/browse/media
  10. 10. twitter: @paulboomer | copyright 2013 Wizard of AdsSocial:“...relating... ...the welfare of human beings....”Media:“...reach or influence people widely.”source: http://www.merriam-webster.com/dictionary/social and http://dictionary.reference.com/browse/media
  11. 11. twitter: @paulboomer | copyright 2012 Wizard of Ads1839posters on private propertybanned in London1867earliest recordedbillboard rentals1864earliest recorded use of thetelegraph for mass unsolicited spam1880’searliestexamples oftrademarks asbranding1905The Univ. of Penn. offers a coursein “The Marketing of Products”1908Harvard BusinessSchool opens1922radio broadcast commences1940selectronic computersdeveloped1941first recorded use oftelevision advertising1950systematization oftelemarketing1970se-commerce invented1980sdevelopment of database marketingemergence of relationship marketingemergence of computer-oriented spam1984introduction of guerrilla marketing1985desktop publishing democratizesthe production of print-advertising1990sCRM and IMC gain dominance inpromotions and marketing planning1995AltaVista search launchesYahoo search launches1998Google search launchesMSN search launches2001social bookmarking sitestumbleupon is established2003MySpace is founded2005YouTube and Vimeo launched1991integrated marketing communicationsgains academic status1996identification of viral marketingask.com founded2004Facebook foundedDigg lanuched1999opinion site epinions is established2006Twitter founded2002photo sharing site SmugMug set thestage for sites like Flickr andPhotobucket
  12. 12. twitter: @paulboomer | copyright 2012 Wizard of Ads
  13. 13. twitter: @paulboomer | copyright 2012 Wizard of Ads
  14. 14. twitter: @paulboomer | copyright 2012 Wizard of Ads(Glenn video)source: Glengarry Glen Ross - New Line Cinema
  15. 15. twitter: @paulboomer | copyright 2013 Wizard of AdsSocial Media = Relationship Deepener.
  16. 16. twitter: @paulboomer | copyright 2013 Wizard of Adspath
  17. 17. twitter: @paulboomer | copyright 2013 Wizard of Ads• Thinks long term.• Considers this transaction to be one in a series.• Does not enjoy comparison shopping/negotiating.• Fears only “making a poor choice.”• Hopes to find an expert they can trust.• Considers their time spent shopping to be part ofthe purchase price• Is likely to become a repeat customer.Two Kinds of CustomersThe Relational CustomerRELATIONAL
  18. 18. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of Customers• Thinks short term.• Cares only about today’s transaction.• Enjoys the process of shopping and negotiating.• Fears only “paying more than they had to pay.”• Is willing to spend lots of time investigating.• Considers themselves the expert.• Hinges every transaction on price.• Is a good source of word-of-mouth advertising.The Transactional CustomerTRANSACTIONAL
  19. 19. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersNOTE:A customer can be aRelational Shopper inone product categoryand a TransactionalShopper in another.
  20. 20. twitter: @paulboomer | copyright 2013 Wizard of AdsRELATIONAL-TRANSACTIONALOneCaseStudyTwo Kinds of Customers
  21. 21. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL
  22. 22. twitter: @paulboomer | copyright 2013 Wizard of Ads$100Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  23. 23. twitter: @paulboomer | copyright 2013 Wizard of Ads$90Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  24. 24. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$100
  25. 25. twitter: @paulboomer | copyright 2013 Wizard of Ads$100Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  26. 26. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$90
  27. 27. twitter: @paulboomer | copyright 2013 Wizard of Ads$70Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  28. 28. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$80
  29. 29. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$60
  30. 30. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$70
  31. 31. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL$60
  32. 32. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersAverage Sale: $82Average Gross Profit: $32*Average Profit Margin: 39%*Assuming a Cost of Goods Sold of $50 and a Markup of 100% (Keystone)
  33. 33. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersBewareofAverages!
  34. 34. twitter: @paulboomer | copyright 2013 Wizard of AdsOnly 22% of Store Visits(5 of 23) were made byRelational Shoppers.Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  35. 35. twitter: @paulboomer | copyright 2013 Wizard of Ads78% of Store Visits(18 of 23) were made byTransactional ShoppersTwo Kinds of CustomersRELATIONAL-TRANSACTIONAL
  36. 36. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%Two Kinds of CustomersRELATIONAL
  37. 37. twitter: @paulboomer | copyright 2013 Wizard of Ads50% of Buyers(5 of 10) wereRelational Shoppers.Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  38. 38. twitter: @paulboomer | copyright 2013 Wizard of Ads50% of Buyers(5 of 10) wereTransactional Shoppers.Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  39. 39. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%Two Kinds of CustomersRELATIONAL
  40. 40. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%Two Kinds of CustomersRELATIONAL
  41. 41. twitter: @paulboomer | copyright 2013 Wizard of Ads59% of Dollars Spent($480 of $820) were byRelational Shoppers.Two Kinds of CustomersRELATIONAL-TRANSACTIONAL$100$100$100$90$90
  42. 42. $70$60$60$70$80twitter: @paulboomer | copyright 2013 Wizard of Ads41% of Dollars Spent($340 of $820) were byTransactional Shoppers.Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  43. 43. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%Two Kinds of CustomersRELATIONAL
  44. 44. twitter: @paulboomer | copyright 2013 Wizard of AdsRELATIONALTRANSACTIONAL20% Traffic 80%50% Buyers 50%Two Kinds of Customers
  45. 45. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%60% Sales 40%Two Kinds of CustomersRELATIONAL
  46. 46. $50$50$50$40$40twitter: @paulboomer | copyright 2013 Wizard of Ads72% of Gross Profit($230 of $320) came fromRelational Shoppers.Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  47. 47. $20$10$10$20$30twitter: @paulboomer | copyright 2013 Wizard of Ads28% of Gross Profit($90 of $320) came fromTransactional Shoppers.Two Kinds of CustomersRELATIONAL-TRANSACTIONAL
  48. 48. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%Two Kinds of CustomersRELATIONAL
  49. 49. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%Two Kinds of CustomersRELATIONAL
  50. 50. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%60% Sales 40%Two Kinds of CustomersRELATIONAL
  51. 51. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%60% Sales 40%70% Profit 30%Two Kinds of CustomersRELATIONAL
  52. 52. twitter: @paulboomer | copyright 2013 Wizard of AdsBUT...
  53. 53. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL20% Traffic 80%50% Buyers 50%60% Sales 40%70% Profit 30%Two Kinds of CustomersRELATIONAL
  54. 54. twitter: @paulboomer | copyright 2013 Wizard of AdsTRANSACTIONAL10% Advertising 90%20% Traffic 80%50% Buyers 50%60% Sales 40%70% Profit 30%Two Kinds of CustomersRELATIONAL
  55. 55. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersMost retailers say the primaryobjective of their advertising is to“drive traffic.”And since traffic is weighted towardthe everywhere-at-once TransactionalShopper, it’s not surprising that themajority of all retail ad dollars are spenton “Sale,” “Price-Item” and “Event”ads that target the Transactionalmindset.
  56. 56. twitter: @paulboomer | copyright 2013 Wizard of AdsHmmm...
  57. 57. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersMost retailers assume the store trafficthey see each day is representative oftheir typical customer profile andpotential sales volume.But seldom is this the case
  58. 58. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersTransactional Shoppers represent agreater share of overall store trafficthan of actual sales or gross profitsbecause they tend to visit a greaternumber of stores in search of thelowest price.Consequently, TransactionalShoppers represent lower closingratios, lower average sales, andsmaller profit margins.
  59. 59. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersRelational Shoppers represent asmaller share of store traffic, but alarger share of sales, higher closingratios, higher average sales, andhigher profit margins.
  60. 60. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersIntentionally or unwittingly, mostcompanies target either theTransactional Shopper or theRelational Shopper.
  61. 61. twitter: @paulboomer | copyright 2013 Wizard of AdsTwo Kinds of CustomersIntentionally or unwittingly, mostcompanies target either theTransactional Shopper or theRelational Shopper.Who have you been targeting?
  62. 62. twitter: @paulboomer | copyright 2013 Wizard of Ads
  63. 63. twitter: @paulboomer | copyright 2013 Wizard of Ads• Blog• E-mail (newsletter & auto-responders)• Videotools
  64. 64. twitter: @paulboomer | copyright 2013 Wizard of Ads• White paper• Case study• Infographictools
  65. 65. twitter: @paulboomer | copyright 2013 Wizard of AdsTools. Nothing More.
  66. 66. twitter: @paulboomer | copyright 2013 Wizard of Ads
  67. 67. twitter: @paulboomer | copyright 2013 Wizard of Ads
  68. 68. twitter: @paulboomer | copyright 2012 Wizard of Ads“Is this effort to supply freeinformation really workingfor us? Is it worth it?”- Zede Donohue
  69. 69. twitter: @paulboomer | copyright 2012 Wizard of Ads“We’ve had thebest month ever!”- Zede Donohue
  70. 70. twitter: @paulboomer | copyright 2012 Wizard of Ads
  71. 71. “...75% of [their] businesswould be sourced fromFacebook, Twitter andtheir blog.”
  72. 72. twitter: @paulboomer | copyright 2013 Wizard of Ads
  73. 73. twitter: @paulboomer | copyright 2013 Wizard of Ads• Carry a notebook.• Ask your staff.• Create a customer advisory board.• Host a conversation group.• (What to Write; A Content Idea Generation Workshop at 1:40por visiti www.shortcutblogging.com/brainstorm)ideas
  74. 74. twitter: @paulboomer | copyright 2012 Wizard of Adssource: Google Zero Moment of Truthhttp://www.zeromomentoftruth.com/toolbox
  75. 75. twitter: @paulboomer | copyright 2013 Wizard of AdsSocial Media = Relationship Deepener.
  76. 76. twitter: @paulboomer | copyright 2013 Wizard of Ads“Your audience gives youeverything you need. Theytell you. There is no directorwho can direct you like anaudience.”- Fanny Brice
  77. 77. twitter: @paulboomer | copyright 2013 Wizard of AdsAdd a blog to your site andcreate loads of content.1)
  78. 78. twitter: @paulboomer | copyright 2013 Wizard of AdsInject yourself in to yourshoppers every day lives.2)
  79. 79. twitter: @paulboomer | copyright 2013 Wizard of AdsPromote your content first,your company second.3)
  80. 80. twitter: @paulboomer | copyright 2013 Wizard of AdsSocial Media = Relationship Deepener.
  81. 81. twitter: @paulboomer | copyright 2012 Wizard of Adstwitter: @paulboomeremail: paul@paulboomer.compaulboomer.com

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