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Secrets of Social Media Marketing

Secrets of Social Media Marketing



Paul Gillin's presentation from the Sept. 22, 2010 meeting of the AAF West Michigan. Please feel free to download

Paul Gillin's presentation from the Sept. 22, 2010 meeting of the AAF West Michigan. Please feel free to download



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    Secrets of Social Media Marketing Secrets of Social Media Marketing Presentation Transcript

    • 10 Secrets of Social Media Marketing
      Paul Gillin, Author
      The New Influencers
      Secrets of Social Media Marketing
      Social Marketing to the Business Customer
    • Objectives
      Create awareness for new mainframe value proposition
      Increase mainframe awareness with college students
      >250,000 views of first episode
      Blog traffic increased 25x
      Analyst, press, blogger coverage
    • The Media in Collapse
      Average age of US daily newspaper reader: 57
      Reduction in US newsroom staffs since 2001: 45%
      US Magazine Circulation
      Growth in NBC prime time audience, 2008: -14.3%
      Age of average network evening news viewer: 63
    • The Way We Were
      • Message
      • Impressions
      • Reach & Frequency
      • Retention
      • CPM
      • Recall
      • Share of Voice
      • Coverage
      • Rate Base
    • New Media Facts
      Half of Facebook members log on every day, after which, they they:
      • Post 60 million status updates
      • Upload 3 million photos
      • Stay for 55 minutes
      Over on YouTube:
      • 2 billion viewers stop by every day
      • And upload 24 hours of video each minute
      • While using as much bandwidth as the entire Internet used in 2000
      On Twitter:
      • There are 600 million searches daily
      • 300,000 new members sign up each day
      • 50,000 third-party applications ahve been developedGoogle
      Survey of 105 Marketers, April, 2010
    • Influence
    • The New Media Landscape
      Marathon schedule http://bit.ly/waCMc
      I can't find my good black pants.
      Shared bread pudding w/ @skydiver at Mother's. My life is now complete.
      I'm at Palm Beach International Airport (PBI, West Palm Beach). http://4sq.com/4GeLz0
      Best press photos of 2009 http://om.ly/fNhW
      How to Write a 1 Minute Video Marketing Script http://ow.ly/17xJE
      Comparing Top Chef Masters Restaurants #topchef http://is.gd/8q4hN
      How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC
    • 1: Small Is the
      New Big
      Secrets of Social Media Marketing
    • Just One Guy
      Estimated monthly traffic: 73,000
      Google Indexed pages: 6,490
      Alexis ranking: Top .12%
      Inbound links: 850,771
      Del.icio.us bookmarks: 1,776
      New York Times citations: 115
      Computerworld citations: 146
      InformationWeek citations: 89
      Newsletter subscribers: 150,000
    • Where Would You Rather Stay?
      It’s now cheap and easy to consult peers for advice
      Things will never be the same again as a result
    • No One Has to Listen Anymore
    • 2: You Are
      the Media
      Secrets of Social Media Marketing
    • Be Useful – Or Invisible
      A Google Search for “Personal Computer” Gives You…
      Not a single computer dealer appears in the top 1,000 search results!
    • Thought Leadership
    • Link Love
      HubSpot Analysis of 1,500 Websites
    • Blogging for Business
      73 blogs
      17 bloggers
      600% jump in leads
      Top quality
      “Get engineers talking to engineers and get everyone else out of the middle.”
      Rick Short, Marcom Director
    • 3: Be Helpful
      Secrets of Social Media Marketing
    • No Middleman
      Today, you can take your message directly to your constituents without relying upon media intermediaries
      And why would you not want to do that?
    • Share Everywhere: Clickable Gurus
    • Advise and Inform
    • 4: Tools Don’t
      Secrets of Social Media Marketing
    • Start With the Business
      Business Goal
      • Hire Tech Freelancers
      • List Rentals
      • Create CoTweet Account
      • Increase PR Budget
      • Hire E-mail Marketing Firm
      • Initiate Blogger Relations Program
      Generate 30% More Leads
      • Publish Six New White Papers
      • Initiate Monthly Webcasts
      • Sponsor Microsite on TechTarget
      • Build Targeted Twitter List (500)
      • Dedicated Monthly E-mail Blast
      • Promote To Trade Publications
      • List in Tech Directories
      • Increase Webcast/White Paper Reg’s by 60%
      • Increase Traffic to WP Landing Pages 120%
      • Increase 800-Number Calls by 80%
      Review and Revise
    • Mainstays of Social Media
      BtoB Magazine Survey of 387 Marketers, April, 2010
    • 5: Tools Are Easy; Execution Isn’t
      Secrets of Social Media Marketing
    • 6: Know the
      Power of 130
      Secrets of Social Media Marketing
    • The Power of 130
      The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities
    • 7: Match Voice
      To Platform
      Secrets of Social Media Marketing
    • Customize the Message
      Hey, Bobby:
      Dear Robert:
    • 8: Amplify
      Secrets of Social Media Marketing
    • Social Media Adoption by Year, All Platforms
      Survey of 105 Marketers, April, 2010
    • Spread the Message
      Corporate website
      Feed Aggregator
      Partner website
      Email Newsletter
    • AskPatty’s Syndication Wizardry
      • Syndication partners include TwitterMoms, BlogHer, Parenthood.com, SheKnows
      • Articles automatically posted to bookmarking sites, multiple Facebook fan pages
      • 10M quarterly impressions
      • 100-fold amplification of blog/Web content
      • CEO developing side business as automotive social media consultant
      “My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”
      -Jody DeVere, CEO
    • 9: Measure
      Secrets of Social Media Marketing
    • You CAN Calculate ROI
      • The lifetime value of a customer is $5,000
      • You send 50 tweets a month
      • This generates 1,000 visitors to your website
      • 2% of your website visitors become leads
      • 5% of your leads become customers
      • Therefore, the value of a tweet is: (1,000 * .02 * .05 * 5000)/50 = $100
    • 10: Have Fun
      Secrets of Social Media Marketing
    • Thank you!
      Site: gillin.com
      Blog: paulgillin.com
      Twitter: pgillin
      Paul Gillin