Secrets of Social Media Marketing

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
Results
>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
Inversion

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

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

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

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
Matter

Start With the Business
Tactics
Tools
Measurement
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

6: Know the
Power of 130

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

Customize the Message
Hey, Bobby:
Dear Robert:
Duuuuude!
@bob:

8: Amplify

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

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

Thank you!
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Paul Gillin
508-656-0734
paul@gillin.com

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Secrets of Social Media Marketing

by Paul Gillin on Sep 23, 2010

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Secrets of Social Media Marketing — Presentation Transcript