Turbo-Charge Small Business Marketing with Social Media Paul Gillin PMA09 March 4, 2009

New Media Rules Mainstream media is downsizing New voices are gaining influence Loyalty is shifting to topics and authors Marketers are becoming publishers Search is the new circulation We are never going back

Mainstream media is downsizing

New voices are gaining influence

Loyalty is shifting to topics and authors

Marketers are becoming publishers

Search is the new circulation

We are never going back

2008 Newspaper Layoffs Source: Erica Smith (graphicdesignr.net)

Traditional Communications

New Reality

Meet the New Influencers Steve Hall Philipp Lenssen Paige Heninger & Gretchen Vogelzang

Why Now? Cheap technology Fast networks Google “ The Long Tail” Source: Pew Research It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.

Cheap technology

Fast networks

Google

“ The Long Tail”

The Numbers Active blogs on the Internet: 25-40 million Social networks: 2,700 “ White box” social network providers: >100 Photos added to Flickr daily: 1.5 million Daily Twitter messages: 6 million Average age of evening news viewer: 60

Active blogs on the Internet: 25-40 million

Social networks: 2,700

“ White box” social network providers: >100

Photos added to Flickr daily: 1.5 million

Daily Twitter messages: 6 million

Average age of evening news viewer: 60

Whom Do Consumers Trust? Percent who trust each source Source: Nielsen, Oct., 2007

The Many Arms of Social Media Cost to user = $0

Blogs – Global Podium

Podcasts: Audio Personality

New Kids On The Block

Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 Del.icio.us bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000

Small business

Self-Appointed Celebrities

Embrace Niche Markets

Niche markets are: Knowledgeable Engaged Responsive Helpful Spenders

Niche markets are:

Knowledgeable

Engaged

Responsive

Helpful

Spenders

Go Where Customers Are

Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle

The Power of Friending Profile Friends Groups

Cultural Norms of Social Media “ Transparency” Conversation Individual Courteous Sharing Attribution Suspicion of marketers

“ Transparency”

Conversation

Individual

Courteous

Sharing

Attribution

Suspicion of marketers

Engage Action: Talk to the influencers Tools: Comments, groups, blogs, “friends” Objective: Identify brand advocates; contain and educate critics Result: Influence the conversation

Action: Talk to the influencers Tools: Comments, groups, blogs, “friends”

Objective: Identify brand advocates; contain and educate critics

Result: Influence the conversation

Engagement Tactics Invite them into the club Offer links or small promotions Use discounts, giveaways, contests, free trials Never edit or censor Involve them in what you do

Invite them into the club

Offer links or small promotions

Use discounts, giveaways, contests, free trials

Never edit or censor

Involve them in what you do

Search Optimize

Promote Yourself

Promote Others

Tweet Your Stuff

Ancillary Products Sponsored newsletters Books Sponsored podcasts Guides/calendars/coffee-table books Contests

Thank you! Paul Gillin 508-202-9807 [email_address] www.gillin.com Twitter: @pgillin Available on Amazon or from w ww.NewInfluencers.com Available on Amazon or from www.SSMMBook.com