0
© 4/19/13Information and CommunicationHow Social Media Trumps Marketingwww.TobyElwin.comPresented for Project Management I...
© 4/19/13AgendaInformation and communication – How social media trumps marketing1.  Social part of social media•  Identify...
© 4/19/13source: http://www.inc.com/magazine/20100301/ceo-passions-hosting-benefit-concerts.html!www.TobyElwin.com 3Nice li...
© 4/19/13Not a terribly exciting place to be, but wait … he’s about totalk …source: http://www.flickr.com/photos/pburch_tul...
© 4/19/13What? He lost me at “The brilliance of my …Marketing 1.0 – one-way, outbound, speaker-centric5The brilliance of m...
© 4/19/13Communication saturation and the filters we builtMarketing 1.0 – one-way - outbound6source: hubspot.comDirect Mar...
© 4/19/13Marketing 2.0 – two-way, inbound7pic source: http://www.inc.com/magazine/20100301/ceo-passions-hosting-benefit-co...
© 4/19/13Marketing 2.0 (inbound) and the tools8source: hubspot.com!Social MediaSearch EngineOptimizationwww.TobyElwin.comA...
© 4/19/13 www.TobyElwin.com 9From: command/control To: contribute/collaborate1 - Get found 2 – Be sticky 3 – Call to actio...
© 4/19/13Which would you rather be?10www.TobyElwin.com
© 4/19/13What is Web 2.0•  Visitors can contribute content or comments.•  Visitors can subscribe to your content.•  Visito...
© 4/19/13AgendaInformation and communication – How social media trumps marketing1.  Social part of social media•  Identify...
© 4/19/13•  Refresh•  Listen•  Modify•  Tools:•  PatienceRenewing•  Working•  Wilting•  Waiting•  Tools:•  GoogleAnalytics...
© 4/19/13Your social media managed phaseswww.TobyElwin.com 14
© 4/19/13The grand rule of communication: know your audienceAlways filtered through WIIFM? (What’s in it for me!)Informati...
© 4/19/13Q: Where to start? A: By listeningThe best social media strategy starts with ~3 to 6months of listening:+  Start ...
© 4/19/13What Can You Say? Keywords and Phrases•  Search – by keyword on Technorati, BlogSearch.Google.com•  Read – learn ...
© 4/19/13>70% of Marketing Strategy is Offsite18www.TobyElwin.com
© 4/19/13Persona (Non) GrataCommunity Persona•  Identity•  Who are you talking to•  What interests them•  Think like a pub...
© 4/19/13The community persona design strategy•  Who is your community? Prospects?•  What are they interested in?•  What d...
© 4/19/13Focus on the Keywords and Phrases That YourCommunity Use•  What are their problems?•  What keeps them awake at ni...
© 4/19/13To get found, find out about personaYour buyer is faced with problems, develop topics that appeal to them•  Measu...
© 4/19/13 www.TobyElwin.com 23The engagement strategy - People search for answers to theirquestions, not your contentPerso...
© 4/19/13Community persona identification24Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HC...
© 4/19/13Persona designtemplate 1 of 325Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCIns...
© 4/19/13Persona design template 2 of 326Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCIn...
© 4/19/13Persona design template 3 of 327www.TobyElwin.com
© 4/19/13AgendaInformation and communication – How social media trumps marketing1.  Social part of social media•  Identify...
© 4/19/13From leading to contributingPersona – think like a publisher1.  Identify the persona(s) of who needs your solutio...
© 4/19/13Onsite Tactics – Action1.  Create multipleplaces for others toshare2.  Create integration(with tools likeFeedburn...
© 4/19/13Offsite Tactics - Twitter•  A relationship building tool•  A way to increase your brand awareness•  To create a l...
© 4/19/13Twitter – Manage the 140, manage thousands32www.TobyElwin.com•  @•  RT•  link shorteningservices•  #•  FF
© 4/19/13Twitter – Lists33www.TobyElwin.com•  Subscribe•  Recommendation•  Friends•  Discover
© 4/19/13Twitter – Manage all the Tweeting: TweetDeck34www.TobyElwin.com
© 4/19/13AgendaInformation and communication – How social media trumps marketing1.  Social part of social media•  Identify...
© 4/19/13Sign up with a GoogleAccount!1.  add your RSS feed!2.  automaticallypublicize throughemail subscriptions!3.  auto...
© 4/19/13Connect FeedBurner to Twitter or other accounts37www.TobyElwin.com
© 4/19/13 38www.TobyElwin.comAdd other announcements for FeedBurner to coordinate
© 4/19/13Monitor, measure, and improve engagementSign up with a GoogleAccount [free]:1.  verify your site2.  add GoogleAna...
© 4/19/13Drilldown, data mine, and develop40www.TobyElwin.com
© 4/19/13Find out your traffic sources and how they found you41www.TobyElwin.com
© 4/19/13 42www.TobyElwin.com
© 4/19/132 – Google Analytics43www.TobyElwin.com
© 4/19/13Shorten links to make them easier, of better benefit: tracktime, day, and activitySign up for a bit.lyaccount [fr...
© 4/19/13 45www.TobyElwin.com
© 4/19/133 – bit.ly3 – bit.ly46www.TobyElwin.com
© 4/19/13•  Refresh•  Listen•  Modify•  Tools:•  PatienceRenewing•  Working•  Wilting•  Waiting•  Tools:•  GoogleAnalytics...
© 4/19/13Your social media managed phaseswww.TobyElwin.com 48
© 4/19/13Example event triggers communication, tracking, trending,and tweakingwww.TobyElwin.com 49•  blogpost•  Tweetconve...
© 4/19/13People don’t care what you say until you care about what they say•  Create content worth linking to•  Content is ...
© 4/19/13Start Monitoringwww.TobyElwin.com 51
© 4/19/13Appendix•  Case Study•  Data and detail•  Other tips•  Resources52www.TobyElwin.com
© 4/19/13 www.TobyElwin.com 53Massachusetts Bay Organization DevelopmentLearning GroupStrategic Intent Business Case
© 4/19/13Situation•  Leadership transition•  Annual membership decline•  Highly cumbersome administrationof events•  Event...
© 4/19/13Alignment•  Stabilize•  Shared vision of what works anddoes not•  Community persona•  Planning, not reacting•  In...
© 4/19/13Strategic Community Persona Goals to drive end of ‘10 paid membership goals of 400 and communityparticipation of ...
© 4/19/13HOME:!•  1-2 paragraph blurb overview paragraph, containinglinks to different areas!•  Twitter feed/newsfeed!•  S...
© 4/19/13Programs– Name!Events – !Name!•  Programs!•  Logistics –rotational!•  Registration!•  Announce-ments!Membership– ...
© 4/19/13Monthly Meeting Communication Process!Content:!•  Website (blogs,copy,optimization,sitemap)!Events:!•  Programs!•...
© 4/19/13 www.TobyElwin.com 601.  South Bay OD Network (SBODN) contact Rossella Dericson,rossella@SBODN.com sends affiliate...
© 4/19/13Appendix•  Case Study•  Data and detail•  Other tips•  Resources61www.TobyElwin.com
© 4/19/13Blogging – What’s all the Hub-bub Bub?In the 2008 Technorati Report: State of the Blogosphere, Technorati surveye...
© 4/19/13Onsite Tactics – Host the PartyBlogs•  Achieve expert status in your field•  Promote your name, brand, service•  ...
© 4/19/13Onsite Tactics – Host the PartyBlogs•  SEO – Title tags•  SEO – Headings•  SEO – 1st Paragraph•  SEO – Keywords i...
© 4/19/13Appendix•  Case Study•  Data and detail•  Other tips•  Resources65www.TobyElwin.com
© 4/19/13Onsite Tactics – Link•  Links build traffic•  Links can provide meaning based on the text used in thelink•  Inter...
© 4/19/13Onsite/Offsite Tactics – Keep the Party Going•  The best social media strategy starts with ~3 to 6 months of list...
© 4/19/13Appendix•  Case Study•  Data and detail•  Other tips•  Resources68www.TobyElwin.com
© 4/19/13 www.TobyElwin.com 69Resources
© 4/19/13Resourceswww.TobyElwin.com 70Blogs+  Seth Godin - sethgodin.typepad.com+  Mike Volpe - mikevolpe.com+  Corvida Ra...
© 4/19/13Thank You@TobyElwinemail@TobyElwin.comhttp://TobyElwin.com71www.TobyElwin.com
Upcoming SlideShare
Loading in...5
×

Information and Communication - How Social Media Trumps Marketing

271

Published on

Information and communication differences to launch and manage social media for volunteer and non-profit organizations.

Good design principles for anyone or any organization hoping to maximize the time investment and ROI - Return on Involvement

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
271
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Stats on the filter
  • News by CBS for CBS viewersThe Internet has changed the dynamics of the business world.  For the past decades, marketers have used  “outbound” marketingn techniques such as trade shows and print advertising, where marketers push out a  message far and wide hoping that it resonates with a few individuals.  These outbound marketing methods are becoming less and less effective for two reasons:People are getting better at blocking out interruption‐based marking messages.The average person is inundated with thousands of outbound marketing interruptions per day and is figuring out more creative ways to block them out, including caller ID, spam filtering, and on‐demand TV and radio. The Internet presents quick and easy ways for consumers to learn and shop.Instead of flying to a trade show across the country, for example, a consumer can go the Internet to research  and purchase products or services.Today, consumers are going to the Internet to start their purchasing process.  In order to remain competitive, businesses need to utilize “inbound” marketing techniques to “get found” by the consumers searching for their products and services online.
  • 73% of all purchase decisions are now researched first online73% of online users read blogs57% of online users join social networks83% of online users have viewed a video online39% of online users subscribe to RSS FeedsSource: Universal McCann International Social Media Research
  • 14% Forrester and 78% Nielsen Global Online Consumer Survey April 2009 /[get found, convert, measure what matters] Content is remarkable when someone defines it as remarkable, not when your marketing or product manager define it as remarkable. This is the greatest challenge in today’s world of marketing. You really have no control over your product’s value, however, you do have control about hosting and socializing with people who will advocate, refer, and recommend your service or product. So, your strategy relies on enabling others.if you provide valued content and there is a link and contact information, people will find and recommend you [would you rather have 100 leads of dubious quality or 10,000 downloads and 50 responses? Know what Google search engines value];think like a publisher and make all content valuable for every flavor of your customer; make sure it is easy for us to forward your information, if we find it valuable, we will distribute it for you, when it is really valued we even recommend it;
  • Provide value – you’ll gain trust and attentionSupport the community – put others above yourselfCreate conversationsRequest and listen to feedback; let other users of the site be your teachers and informantsDemonstrate integrity – you are transparent on the web and integrity mattersHave fun – don’t prejudge connections – you never know where someone will lead you
  • Process versus promise process you manage or engagement you enableThere are many reasons why communication is important for the change effort, a few of these include:People need information to make change happen.Without good information, people make it up.Lack of information breeds uncertainty…and anxiety.Anxiety interferes with focus and productivity.People assume their managers “know”.Information-sharing gives people a sense of belonging.People work harder for organizations they feel a part of.Communication stimulates new ways of thinking.Honest, timely communication enhances credibility.With good communication, people will rely on the company (vs. the grapevine or the press) for accurate, up-to-date information.
  • Know what Google search engines value]
  • http://www.buyerpersona.comTipsHow can you reach each buyer personadevelop compelling messagesinterview themidentify the buyer problems your product/service solvesfind out the media your buyer persona uses – where do they hang outIdentify any gaps in your initial buyer persona Identify the ways you’re your buyer speaks and match thatyour online presence should not be a one-size fits all productwrite for the buyer, not for what you want to sellunderstand the words or phrases of your audience (buyer persona)
  • only 14% of people trust advertisements Forrester78% trust the recommendations of other customers Nielsen
  • http://www.hceye.org/HCInsight-Nielsen.htmLene Nielsen wrote her Ph.D. thesis Engaging Personas and Narrative Scenarios in 2004. She is usability consultant at Snitker & Co., Denmark. She is also the international mentor for HCI Vistas Global Initiative.http://www.hceye.org/UsabilityInsights/?p=89The best web strategy positions your web page not as a brochure or an advertisement, but a rich source of content. The best web strategy, like the best magazine, provides content over just look – form over function. Not all of your site’s visitor’s have to be buyers, but they should leave as advocates.Today’s marketing relies less on information (a one-way flow of thoughts and ideas) and more than ever on communication (a two-way flow of thoughts and ideas). Social media and the Internet are conversations, referrals, and filters. Like a dinner party, no one on the Internet will tolerate an individual who monopolizes the conversation or directs others to talk about only their interests.
  • Compelling Contentmake sure there are always links back to a source or call to action, always make it easy for us to dig deeper; stop spamming press releases, journalists Google you, they don't look at a stack of your jargon-filled press releases; post all your news and press releases on your website, that's where we go for your news and that is where Google goes to index your information;  go where your audience is or provide all the tools for your audience to build their own happening; stop co-opting Twitter, You Tube, and Facebook, we are faster than you; when you provide content you build organically:  become the source for information and problem solving and you and your company will become known;ask permission; forget about your viral campaign, provide value and we make your content viralwe don't care about you or your product, we care about how you or your product makes our life better - so get to the point wwithout jargon, better yet, if you come recommended, I will find you
  • How should I research keywords?*Make a list of five or six of the keywords you would like to use and see what Google suggests. If you have a competitor in mind, enter their website and see what keywords they’re using. Generally, you don’t want to choose keywords with a lot of competition.Why do are so many of these tools associated with blogging?*Blogging is one of the fundamental aspects of inbound marketing. It builds long-term assets that help both humans and search engines find your business. Successful marketers need to maintain at least one blog that can bring them visibility, traffic and new leads.
  • http://www.buyerpersona.comTipsHow can you reach each buyer personadevelop compelling messagesinterview themidentify the buyer problems your product/service solvesfind out the media your buyer persona uses – where do they hang outIdentify any gaps in your initial buyer persona Identify the ways you’re your buyer speaks and match thatyour online presence should not be a one-size fits all productwrite for the buyer, not for what you want to sellunderstand the words or phrases of your audience (buyer persona)
  • Keep in mind connections and calls to action
  • ListenFollow and be followedSay something worth listening to. Nobody wants to hear your sales pitch!You don’t push yourself on othersYou engageYou find common interestsYou listenYou shareLinkTo your blogTo an article you publishedTo an article someone else publishedTo something funny, interesting, or inspiringTo information that supports your case
  • Process versus promise process you manage or engagement you enableThere are many reasons why communication is important for the change effort, a few of these include:People need information to make change happen.Without good information, people make it up.Lack of information breeds uncertainty…and anxiety.Anxiety interferes with focus and productivity.People assume their managers “know”.Information-sharing gives people a sense of belonging.People work harder for organizations they feel a part of.Communication stimulates new ways of thinking.Honest, timely communication enhances credibility.With good communication, people will rely on the company (vs. the grapevine or the press) for accurate, up-to-date information.
  • Know what Google search engines value]
  • Some comments “I sick of being asked for a job”“I’m not interested in the programs”
  • Lead for eachBackup for eachGoal(s) for eachRecruit for team and coverage towards advance needsProcess/lessons learned system to capture knowledge, share practices, and create continuityLearning overview for each volunteerPrioritiesShared needs from other swim lanesTimelinesProcess reviewProvide a shared space for teams (wiki)Scheduled reviews and meetings for each team with consistent date: last Tuesday, first TuesdayGap analysisMembership teamPriscillaKristine
  • Identify buying persona: who needs your solutioncontent that describes issues and problems they have faced an then provides details on how to solve these problemsOffers solutions for each buying personaShow off your expertiseLink content to the place where action occurs
  • Identify buying persona: who needs your solutioncontent that describes issues and problems they have faced an then provides details on how to solve these problemsOffers solutions for each buying personaShow off your expertiseLink content to the place where action occurs
  • Find keywords.  Pick a list of words relevant to your business.  Think about which words are most likely to get people to do what you want them to do (convert into leads) and focus on those words.  Then pick one word (or phrase) to use on one page of your site.  For more detailed info, read: Detailed Internet Marketing Keyword Tips.Put keywords in Page Title. The Page Title is one of the most important things that Google and other search engines evaluate to determine what is on a web page.  Put your keyword or phrase in the title, keep it short.  For more detailed info, read Why a Web Page By Any Other Title Would Not Rank As Well.Put keywords in Page URL.  Google and other search engines also use the text of the URL of the page to determine the content of the web page.  You should use your keyword or phrase in the URL of the web page - either the folder/directory structure or the HTML file / page name itself.Put keywords in Meta Data.  While the page metadata (Page Description and Keywords) are not nearly as important as they used to be, they still count.  Take advantage of them by putting your keyword or phrase there.  The description should be readable by a person and make sense and the keyword metadata should focus on your keyword or phrase - do not make it long, less is more.  For more detailed info, read Understanding the Magic of Meta-Data.Put keywords in your H1 text.  The H1 text is usually the title of an article or some larger bold text at the top of your page.  Google and the smaller search engines can see this and they put extra importance on the words in the H1 text.  Make sure your keyword or phrase is there.Use keywords in the page content.  Putting the keyword in your page content also signals to search engines that the page is actually about the keyword and should show up in search results.  I have heard from "experts" that you should use your keyword anywhere from 4-6 times to 10-12 times.  My advice is to just write naturally.
  • Create content worth linking toPromote your content via distribution channelsCreate links using your keywords as anchor textFocus on relevant, authoritative link sources
  • Transcript of "Information and Communication - How Social Media Trumps Marketing"

    1. 1. © 4/19/13Information and CommunicationHow Social Media Trumps Marketingwww.TobyElwin.comPresented for Project Management Institute
    2. 2. © 4/19/13AgendaInformation and communication – How social media trumps marketing1.  Social part of social media•  Identify where•  Listening in2.  Planning•  Identify who and why•  Designing the plan•  Get Found, Be Sticky, Call to Action3.  Contributing•  Hearing•  Adding•  Collaborating4.  Monitoring and measuring•  Tools – j.mp, TweetDeck, Technorati, keyword search•  What to measure, what to tweak•  Resources to manage your identitywww.TobyElwin.com 2
    3. 3. © 4/19/13source: http://www.inc.com/magazine/20100301/ceo-passions-hosting-benefit-concerts.html!www.TobyElwin.com 3Nice little gathering – the cocktail crowd, many smiles.Marketing 2.0: social media, multi-point engagement
    4. 4. © 4/19/13Not a terribly exciting place to be, but wait … he’s about totalk …source: http://www.flickr.com/photos/pburch_tulane/4195280723/!4www.TobyElwin.com
    5. 5. © 4/19/13What? He lost me at “The brilliance of my …Marketing 1.0 – one-way, outbound, speaker-centric5The brilliance of my product is thesynergies I’ve created in a game-changing platform that willrevolutionize and verticallysynergize your world like you’venever thought about before – me,me, my, my, I, I, blah, blah!pic source: http://www.flickr.com/photos/pburch_tulane/4195280723/in/photostream/www.TobyElwin.com
    6. 6. © 4/19/13Communication saturation and the filters we builtMarketing 1.0 – one-way - outbound6source: hubspot.comDirect MarketingAdvertisingFilterFilterwww.TobyElwin.com
    7. 7. © 4/19/13Marketing 2.0 – two-way, inbound7pic source: http://www.inc.com/magazine/20100301/ceo-passions-hosting-benefit-concerts.htmlwww.TobyElwin.com
    8. 8. © 4/19/13Marketing 2.0 (inbound) and the tools8source: hubspot.com!Social MediaSearch EngineOptimizationwww.TobyElwin.comAggregators
    9. 9. © 4/19/13 www.TobyElwin.com 9From: command/control To: contribute/collaborate1 - Get found 2 – Be sticky 3 – Call to actionpic source: 1) http://www.slideshare.net/HubSpot/2-imu-seo-crash-course-to-get-found-gf102 2) http://www.childfirstpediatrics.com/web-hosting.jpgMarketing 1.0 the distribution is the value; command and control+  Community+  Transparency•  only 14% of people trust advertisements•  78% trust the recommendations of other customersMarketing 2.0 the content is the value; contribute and collaborate+  Get found+  Be sticky+  Call to action
    10. 10. © 4/19/13Which would you rather be?10www.TobyElwin.com
    11. 11. © 4/19/13What is Web 2.0•  Visitors can contribute content or comments.•  Visitors can subscribe to your content.•  Visitors can share your content easily with others.•  Visitors can rate your content.•  Visitors can form communities and collaborate with each other.•  Visitors can influence the opinions of others positively or negatively.•  Visitors can get engaged in productive ways before they are ready tobuy your widget.•  Visitors are not limited to your company website but can also link toother destinations on the web that interest them.11www.TobyElwin.com
    12. 12. © 4/19/13AgendaInformation and communication – How social media trumps marketing1.  Social part of social media•  Identify where•  Listening in2.  Planning•  Identify who and why•  Designing the plan•  Get Found, Be Sticky, Call to Action3.  Contributing•  Hearing•  Adding•  Collaborating4.  Monitoring and measuring•  Tools – j.mp, TweetDeck, Technorati, keyword search•  What to measure, what to tweak•  Resources to manage your identitywww.TobyElwin.com 12
    13. 13. © 4/19/13•  Refresh•  Listen•  Modify•  Tools:•  PatienceRenewing•  Working•  Wilting•  Waiting•  Tools:•  GoogleAnalytics•  GoogleWebmaster•  LinkshortenersMonitoring &Controlling•  Commenting•  Sounding the waters•  Collaborating•  Forwarding•  Contributing•  Tools:•  Twitter•  Tweetdeck•  Your homepage•  Commentplatforms•  CommunitiesExecuting•  Who are we lookingfor•  What are theyinterested in•  How do we connect•  Tools:•  Persona Template•  RSS•  ReadersPlanning•  What is being said•  What communitiesexist•  Tools:•  Google•  BloggersInitiating13Social media ROI plan – Return on Involvementpic source modified from Deloitte ConsultingDo you develop communication thatclearly answers: What’s in it for me?www.TobyElwin.com
    14. 14. © 4/19/13Your social media managed phaseswww.TobyElwin.com 14
    15. 15. © 4/19/13The grand rule of communication: know your audienceAlways filtered through WIIFM? (What’s in it for me!)Information versus Communication•  Information is one-way (display)•  Communication is two-way (feedback, adjust)WIIFM solution: Offer something•  Show off your expertise•  Link content to the place where action occurs•  Think like a publisher•  Go to GoogleKeywordTool.com*:1.  Enter a keyword you want to be ranking for.2.  Find out synonymous keyword combinations.3.  Choose one low on competition & with decent monthly traffic.4.  Write a blog post around it.15www.TobyElwin.com
    16. 16. © 4/19/13Q: Where to start? A: By listeningThe best social media strategy starts with ~3 to 6months of listening:+  Start on other sites and seeing what they are talking about– then comment+  COMMENT on influential blogs in your community,industry, complementary industries, and prospectiveclient’s markets+  When you COMMENT, post informative, quality info toposition yourself as an expert – this is not a sales pitch+  Develop a community – allow COMMENT and respond tothem+  Incorporate subscription and user tracking toolswww.TobyElwin.com 16
    17. 17. © 4/19/13What Can You Say? Keywords and Phrases•  Search – by keyword on Technorati, BlogSearch.Google.com•  Read – learn the language, read daily (aggregators)•  Subscribe – via RSS feed, READ DAILY•  Choose and commit – build a top 10 list•  Comments – add useful/informative comments, link backs•  Write – start your own blog•  Blogrolls•  Guest Blog17www.TobyElwin.com!
    18. 18. © 4/19/13>70% of Marketing Strategy is Offsite18www.TobyElwin.com
    19. 19. © 4/19/13Persona (Non) GrataCommunity Persona•  Identity•  Who are you talking to•  What interests them•  Think like a publisher19www.TobyElwin.com
    20. 20. © 4/19/13The community persona design strategy•  Who is your community? Prospects?•  What are they interested in?•  What do you want to hear from them?•  What do you want to talk to them about?•  Segmentation•  What value can you offer?•  What are your goals?20www.TobyElwin.com
    21. 21. © 4/19/13Focus on the Keywords and Phrases That YourCommunity Use•  What are their problems?•  What keeps them awake at night?•  What do they want to know?•  What words and phrases do they use to describe theseproblems?Your buyer is faced with problems, develop topics thatappeal to them:“Turn strangers into friends,Turn friends into customers,Turn customers into salespeople…” Seth Godinwww.TobyElwin.com 21
    22. 22. © 4/19/13To get found, find out about personaYour buyer is faced with problems, develop topics that appeal to them•  Measurable ROI (Return on Involvement)•  What’s in it for Me?What’s in it for Them? WIIFT?www.TobyElwin.com 22Answer WIIFM? with WIIFT?•  Create an archetype of your buyerpersona with all the details you canprovide:–  what the user does,–  is motivated professionally by,–  reads, works, is interested inThe goal is to understand this personsmotivation and need.–  What’s in it for them nowprovides answers to What’s in itfor me
    23. 23. © 4/19/13 www.TobyElwin.com 23The engagement strategy - People search for answers to theirquestions, not your contentPersona design1.  What answers can you provide for what they search for2.  Keywords3.  Keyphrases4.  Think like a publisher – compelling content, unique to them5.  Think like a publisher – compelling content, unique to theircommunitypic source modified from: http://www.hubspot.com/download-the-2012-state-of-inbound-marketing/
    24. 24. © 4/19/13Community persona identification24Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCInsight-Nielsen.htmwww.TobyElwin.comPersona matrix worksheetThe Person Who are they? Why are they interested?Hypothesis+ Work conditions+ Work strategies andgoals?Information strategies andneedsVerification+ Likes/Dislikes+ Inner Needs+ Values+ Area of Work+ Work ConditionsDefining What is the need of this personValidation+ Goals+ What engages thispersona+ Feeling about industry+ Feeling about networking+ Feeling about learning+ What are the differencesbetween personas
    25. 25. © 4/19/13Persona designtemplate 1 of 325Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCInsight-Nielsen.htmwww.TobyElwin.com
    26. 26. © 4/19/13Persona design template 2 of 326Persona matrix worksheet modified from Lene Nielsen PhD http://www.hceye.org/HCInsight-Nielsen.htmwww.TobyElwin.com
    27. 27. © 4/19/13Persona design template 3 of 327www.TobyElwin.com
    28. 28. © 4/19/13AgendaInformation and communication – How social media trumps marketing1.  Social part of social media•  Identify where•  Listening in2.  Planning•  Identify who and why•  Designing the plan•  Get Found, Be Sticky, Call to Action3.  Contributing•  Hearing•  Adding•  Collaborating4.  Monitoring and measuring•  Tools – j.mp, TweetDeck, Technorati, keyword search•  What to measure, what to tweak•  Resources to manage your identitywww.TobyElwin.com 28
    29. 29. © 4/19/13From leading to contributingPersona – think like a publisher1.  Identify the persona(s) of who needs your solution?2.  Investigate words and phrases they use to describe problems?•  Search engines answer questions•  3 and 73.  Develop content that describes issues and problems they have faced and then provides details onhow to solve these problems•  What are their problems?•  What keeps them awake at night?•  What do they want to know? 29pic source: Leadership-Pegs.jpgwww.TobyElwin.com
    30. 30. © 4/19/13Onsite Tactics – Action1.  Create multipleplaces for others toshare2.  Create integration(with tools likeFeedburner andyour RSS feed) toyour socialmedia when youupdate your blogwill automaticallypost to socialmedia sites andcommunities30www.TobyElwin.com
    31. 31. © 4/19/13Offsite Tactics - Twitter•  A relationship building tool•  A way to increase your brand awareness•  To create a lead funnelof prospects to your business•  An un-ending resourcefor you and your company•  A way to meet othersacross the world in similarindustries, likes and interests31www.TobyElwin.com
    32. 32. © 4/19/13Twitter – Manage the 140, manage thousands32www.TobyElwin.com•  @•  RT•  link shorteningservices•  #•  FF
    33. 33. © 4/19/13Twitter – Lists33www.TobyElwin.com•  Subscribe•  Recommendation•  Friends•  Discover
    34. 34. © 4/19/13Twitter – Manage all the Tweeting: TweetDeck34www.TobyElwin.com
    35. 35. © 4/19/13AgendaInformation and communication – How social media trumps marketing1.  Social part of social media•  Identify where•  Listening in2.  Planning•  Identify who and why•  Designing the plan•  Get Found, Be Sticky, Call to Action3.  Contributing•  Hearing•  Adding•  Collaborating4.  Monitoring and measuring•  Tools – j.mp, TweetDeck, Technorati, keyword search•  What to measure, what to tweak•  Resources to manage your identitywww.TobyElwin.com 35
    36. 36. © 4/19/13Sign up with a GoogleAccount!1.  add your RSS feed!2.  automaticallypublicize throughemail subscriptions!3.  automaticallypublicize throughsocial media feeds!!36www.TobyElwin.com
    37. 37. © 4/19/13Connect FeedBurner to Twitter or other accounts37www.TobyElwin.com
    38. 38. © 4/19/13 38www.TobyElwin.comAdd other announcements for FeedBurner to coordinate
    39. 39. © 4/19/13Monitor, measure, and improve engagementSign up with a GoogleAccount [free]:1.  verify your site2.  add GoogleAnalytic-generated code toyour site39www.TobyElwin.com
    40. 40. © 4/19/13Drilldown, data mine, and develop40www.TobyElwin.com
    41. 41. © 4/19/13Find out your traffic sources and how they found you41www.TobyElwin.com
    42. 42. © 4/19/13 42www.TobyElwin.com
    43. 43. © 4/19/132 – Google Analytics43www.TobyElwin.com
    44. 44. © 4/19/13Shorten links to make them easier, of better benefit: tracktime, day, and activitySign up for a bit.lyaccount [free]:1.  use bit.ly toshorten webaddress orcreate customaddresses2.  add bit.lyaccount toTwitter andother socialmedia sites toautomaticallyconvertaddresses44www.TobyElwin.com
    45. 45. © 4/19/13 45www.TobyElwin.com
    46. 46. © 4/19/133 – bit.ly3 – bit.ly46www.TobyElwin.com
    47. 47. © 4/19/13•  Refresh•  Listen•  Modify•  Tools:•  PatienceRenewing•  Working•  Wilting•  Waiting•  Tools:•  GoogleAnalytics•  GoogleWebmaster•  LinkshortenersMonitoring &Controlling•  Commenting•  Sounding the waters•  Collaborating•  Forwarding•  Contributing•  Tools:•  Twitter•  Tweetdeck•  Your homepage•  Commentplatforms•  CommunitiesExecuting•  Who are we lookingfor•  What are theyinterested in•  How do we connect•  Tools:•  Persona Template•  RSS•  ReadersPlanning•  What is being said•  What communitiesexist•  Tools:•  Google•  BloggersInitiating47Social media ROI plan – Return on Involvementpic source modified from Deloitte ConsultingDo you develop communication thatclearly answers: What’s in it for me?www.TobyElwin.com
    48. 48. © 4/19/13Your social media managed phaseswww.TobyElwin.com 48
    49. 49. © 4/19/13Example event triggers communication, tracking, trending,and tweakingwww.TobyElwin.com 49•  blogpost•  Tweetconvert to bit.ly•  post toLinkedIn•  post toFeedBurner•  Add emailannouncement/newsletter•  Track clicks•  Track trends•  Identifypotentialtopics•  FeedBurneremailnewsletter•  Post toTwitter 2ndtime withmodifiedteaser•  Track clicks•  Track trends•  IdentifypotentialtopicsDay 1 Day 2 BeyondNew event to announce and socialize
    50. 50. © 4/19/13People don’t care what you say until you care about what they say•  Create content worth linking to•  Content is remarkable when someone defines it as remarkable,not when your marketing or product manager define it asremarkable. This is the greatest challenge in today’s world ofmarketing.•  You really have no control over your product’s value, however,you do have control about hosting and socializing with peoplewho will advocate, refer, and recommend your service orproduct.•  Your strategy relies on enabling others.www.TobyElwin.com 50
    51. 51. © 4/19/13Start Monitoringwww.TobyElwin.com 51
    52. 52. © 4/19/13Appendix•  Case Study•  Data and detail•  Other tips•  Resources52www.TobyElwin.com
    53. 53. © 4/19/13 www.TobyElwin.com 53Massachusetts Bay Organization DevelopmentLearning GroupStrategic Intent Business Case
    54. 54. © 4/19/13Situation•  Leadership transition•  Annual membership decline•  Highly cumbersome administrationof events•  Event attendance decline•  Lack of involvement•  Out-dated web presence•  Getting found•  Community disconnectwww.TobyElwin.com 54
    55. 55. © 4/19/13Alignment•  Stabilize•  Shared vision of what works anddoes not•  Community persona•  Planning, not reacting•  Invite participationwww.TobyElwin.com 55
    56. 56. © 4/19/13Strategic Community Persona Goals to drive end of ‘10 paid membership goals of 400 and communityparticipation of 2000:!1.  College Degree in OD, recent Graduate:!•  Looking to learn and develop OD competencies. Ability to list and define theories, but lacking experience andapplication. This person has an education (BA/BS MA/MS in OD related field) and may have 2-3 yearsexperience in OD/HR work.!•  Looking to develop relationships and gain recognition with OD professionals in the greater Boston area.Searching for role models and mentors. Desire to find opportunities to work with OD professionals acrossvarious industries and sectors. Preference for networking through social media.!2.  Mid-level Career in OD:!•  Confident, hard-working individuals who have steadily climbed the ladder internally or started their ownbusiness external. Forward looking, new to OD career.!•  Possibilities for new challenges (more education; teaching; collaborating; exciting projects) that will bringopportunities for using what knowledge and experience has been acquired into a new context and/or re-energizing the work.!3.  C-Level, Executive, Senior-level, Advanced Career in OD !4.  Professional - unaware of OD!5.  Transition or 2nd Career in OD!Immediate Operational Goals: !•  Go live with Hubspot May 20th, 2010 !•  Announce June event with Constant Contact May 20th, 2010!•  Develop keyword strategy!•  Develop 2-3 blogs for May event!•  Develop 2-3 blogs on June event (Positive Deviance) by May 20!•  Begin creating calendar for newsletters and pieces that should be included in each newsletter!•  Update and post program request form!•  Export database!•  Update and post community “rules of engagement”!!Roadmap56www.TobyElwin.com
    57. 57. © 4/19/13HOME:!•  1-2 paragraph blurb overview paragraph, containinglinks to different areas!•  Twitter feed/newsfeed!•  Spotlight blog post!WHO WE ARE:!•  Blurb on community!•  A bit about members – industries (companies?), cross-level etc.!•  Forum for discussion, learning, networking!•  Mission, Vision & Values:!•  Take content from old site!FAQ:!•  Take content from old site!WHAT WE DO:!•  Blurb on events (round tables, speaker series, etc)!•  Hot topics!•  Upcoming Events!•  Calendar of events!•  What’s New!•  Pictures, summary of recent events!•  Thought leadership – new whitepapers etc!•   !BLOG:!•  Penned by one person? Member-driven?!•  Feed from several member blogs?!JOIN US:!•  Short paragraph on joining (can join anytime, yearmembership, access to resources, events etc)!•  Link to more comprehensive membership benefits page!•  Membership Benefits!•  Membership Benefits broken down by category:!•  Events, Networking, Resources!•  Sign up page – online form!MEMBERS:!•  Login page for Members!•  Member Directory:!•  User-created individual profiles, similar to LinkedInprofile!•  Join industry-specific or career-stage-specific groups!•  Forum:!•  1 main forum, plus industry-specific & career-stage-specific forums!•  Professional Development:!•  Certifications and programs, listed and linked!•  Capability for members to review/comment on all!•  Project & Proposal Connections:!•  Use content from old site!•  Form for users to add proposals/projects!•  Worcester Local Group:!•  Use content from old site!LINKS:!•  Link to other sites of interests , grouped!•  News (Talent Management mag, HR executive magazine etc)!•  Social Media (LinkedIn MBODLG group, MBODLG Twitter,Slideshare etc)!Transitionwww.TobyElwin.com 57
    58. 58. © 4/19/13Programs– Name!Events – !Name!•  Programs!•  Logistics –rotational!•  Registration!•  Announce-ments!Membership– Name!•  Newsletter!•  Renewals!Communication – Name!Site (blogs,copy,optimization,sitemap)!www.TobyElwin.com 58Coordinating Swim Lanes
    59. 59. © 4/19/13Monthly Meeting Communication Process!Content:!•  Website (blogs,copy,optimization,sitemap)!Events:!•  Programs!•  Logistics –rotational!•  Registration!•  Announce-ments!Membership: !•  Newsletter!programrequestform!Eventannouncment!Sitelogistics!Sign up –ConstantContact!blog 2persona2(keywords)!sign up!attendance!Blog 2!NewsletterLanding page!Blog 3(anotherpersona)!www.TobyElwin.com 59!EventAnnouncement – ConstantContact!Blog 1!Newsletter –ConstantContact!Post Slides!blog 1persona1(keywords)!Newsletter!
    60. 60. © 4/19/13 www.TobyElwin.com 601.  South Bay OD Network (SBODN) contact Rossella Dericson,rossella@SBODN.com sends affiliate link that tracks all clicksfrom MassBayODLG !•  example: http://www.eventbrite.com/affiliatereg?eid=644008246&affid=1028193!2.  Open MassBay ODLG link shortening site bit.ly to shorten theaffiliate link and allow us to track clicks!a)  http://bit.ly!b)  User name: MassBayOLDG !c)  Password: MassBayOLDG09!d)  paste affiliate link!e)  copy new link!3.  Save new link for newsletters, LinkedIn, Twitter, and calendarannouncements!4.  Review SBODN invitation for copy to use in our newsletters/announcements:!a)  Who!b)  What!c)  When!d)  Where!e)  Why (compelling reason webinar is of interest)!5.  Modify or cut and paste webinar copy into our weekly ConstantContact newsletter!6.  Modify copy to make it interesting to persona!7.  Create webinar newsletter mailed 2 times per month!8.  Announce on LinkedIn, 2 weeks ahead and again 1 week ahead!9.  Announce on Twitter 2 weeks ahead, 1 week ahead, then everyday including day of event – schedule Tweets using Tweet Deck,a program you can download to manage Twitter accounts !a)  MassBayODLD Twitter user name: MassBayODLG!b)  Password: MassBayODLG09 !!Note: We usually co-sponsor one webinar per month, but if wecreate a webinar calendar we could benefit with a more reliablecommunication channel to our community.!
    61. 61. © 4/19/13Appendix•  Case Study•  Data and detail•  Other tips•  Resources61www.TobyElwin.com
    62. 62. © 4/19/13Blogging – What’s all the Hub-bub Bub?In the 2008 Technorati Report: State of the Blogosphere, Technorati surveyed 1.2million bloggers around the world who had registered with its service. Here aresome summary statistics:•  133 million blogs are registered with Technorati•  These blogs are from sixty-six countries in eighty-one languages•  Blogs have representation in top 10 website lists in all key categories Blogs arenow a part of mainstream media•  Bloggers are savvy and sophisticated in driving traffic to their blog•  Bloggers are meticulous about tracking statistics about their blog•  Bloggers are successful—they are achieving career enhancement opportunitiesincluding speaking engagements•  The majority of bloggers are advertising on their blog, producing an incomestream for themselves•  90 percent of bloggers say they write about the products and services they loveor hate (take note of this!)Source: Technorati: The State of the Blogosphere: http://technorati.com/blogging/ state-of-the-blogosphere/ !62www.TobyElwin.com
    63. 63. © 4/19/13Onsite Tactics – Host the PartyBlogs•  Achieve expert status in your field•  Promote your name, brand, service•  Deliver traffic to your website•  Increase your SEO rankings•  Develop a community of prospects and brandambassadors63www.TobyElwin.com
    64. 64. © 4/19/13Onsite Tactics – Host the PartyBlogs•  SEO – Title tags•  SEO – Headings•  SEO – 1st Paragraph•  SEO – Keywords in body•  SEO – Anchor text in linksFocus on the keywords and phrases that your buyers use!What are their problems? What keeps them awake at night? What do they wantto know? What words and phrases do they use to describe these problems?!!64www.TobyElwin.com
    65. 65. © 4/19/13Appendix•  Case Study•  Data and detail•  Other tips•  Resources65www.TobyElwin.com
    66. 66. © 4/19/13Onsite Tactics – Link•  Links build traffic•  Links can provide meaning based on the text used in thelink•  Internal links are important•  Links from relevant, authoritative web sites show othersources and alternatives to state your case•  Create links using keywords in anchor textq trend in turnover (yes)q click here (no)•  Creating compelling content will lead others to link toyou66www.TobyElwin.com
    67. 67. © 4/19/13Onsite/Offsite Tactics – Keep the Party Going•  The best social media strategy starts with ~3 to 6 months of listening:•  Go to other sites and seeing what they are talking about – thencomment•  COMMENT on influential blogs in your community, industry,complementary industries, and prospective client’s markets•  When you COMMENT, post informative, quality info to position yourselfas an expert – this is not a sales pitch•  Develop a community – allow COMMENT and respond to them•  Incorporate subscription and user tracking tools67www.TobyElwin.com
    68. 68. © 4/19/13Appendix•  Case Study•  Data and detail•  Other tips•  Resources68www.TobyElwin.com
    69. 69. © 4/19/13 www.TobyElwin.com 69Resources
    70. 70. © 4/19/13Resourceswww.TobyElwin.com 70Blogs+  Seth Godin - sethgodin.typepad.com+  Mike Volpe - mikevolpe.com+  Corvida Raven - shegeeks.net+  Chris Brogan - chrisbrogan.comIntroduction: Search Engine, WebStrategy, and Technology+  HubSpot.com+  InboundMarketing.com+  NewSiteMediaGroup.com+  HubSpot.tv+  SEOmoz.org+  SearchEngineWatch.com+  TopRankMarketing.comUser Interface+  User Interface Engineering -uie.com/brainsparks (brilliant ODangle)Marketing+  DavidMeermanScott.com+  BrianSolis.comHuman Resources+  FistfulofTalent.com+  HRCapitalist.comTwitter:@HubSpot@incentintel@socialmedia247@socialmedia630@BrianSolis@cydtetro@SocialMediaClub@KarenRubin@SteinarKnutsen@mvolpe@jblossom
    71. 71. © 4/19/13Thank You@TobyElwinemail@TobyElwin.comhttp://TobyElwin.com71www.TobyElwin.com
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×