Jonathan Kay: Why We Invest in Free Beer & Hugs vs Trade Shows & Banner Ads

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  • Mention - encourage you to use phones / tweet / technology - that is the day & age we live in its not rude.\nAsk a lot of questions - its better for you and more fun for me. Send them via Chat and Jason will moderate\n\n
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  • So…WHY listen to me? What is my “social proof”? Note those #’s only include things WE GOT…the 170 is from 5000 campaign (which we def helped get)…and the 192 # started being counted as of: Q3 2009, and there are no overlaps from 5000, and 192. So amount of mentions about company in general in 2 years is WAY over 400.\n
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  • Everyone needs help with something - everyone needs to be inspired by something its just a matter of what.\n\nEditor vs reporter - stack of press releases......need to inspire the Staff reporter and have them pitch their editor\n
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  • It’s the reason the buzz department is Community, Events, Customers, and Press right? Susie Jones may have a blog with 750 followers who are all passionate entrepreneurs….its worth us meeting susie and learning about her, seeing how we can help. Its part of the reason we do Manager Engagement calls. Its why we do care if we are wowing a customer, because that person probably knows 10 other people who could use our product. Might not be a bad time to loop back to original quote about traditional marketing vs now.\n
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  • mutually beneficial - help press contact\n\nGot an email from someone asking me to sponsor their Online interview show. Tried to find out other ways i could help. - Made an intro to two customers...customers are getting featured, not this guy is asking me hey what can i do to help you? sharing objectives etc.\nChargify example - Ryan smith\n
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  • “Refer an Entrepreneur”\nCost per acquisition (CPA)\n How did you hear about us?\n
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  • Branded sends MUCH more conversions\n
  • Branded sends MUCH more conversions\n
  • Branded sends MUCH more conversions\n
  • Branded sends MUCH more conversions\n
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  • 1. Good things happen\n2. Press.\n
  • Happy to answer question about this, other things, now later, etc.\n
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  • Jonathan Kay: Why We Invest in Free Beer & Hugs vs Trade Shows & Banner Ads

    1. 1. Hi. I’m Jonathan Kay(Yes, my title is really “Ambassador of Buzz”) @JonathanCkay
    2. 2. #tribecon | Grasshopper | @JonathanCkay
    3. 3. (ons e n 0+
M50
    4. 4. Things are DIFFERENT. #tribecon | Grasshopper | @JonathanCkay
    5. 5. What DOESN’T Work. #tribecon | Grasshopper | @JonathanCkay
    6. 6. 2003 2010
    7. 7. 2003 2010
    8. 8. 2003 2010
    9. 9. 2003 2010
    10. 10. 2003 2010
    11. 11. Who we are TODAY:2003 2010
    12. 12. Who we are TODAY:2003 2010
    13. 13. Sell Experiences not features #tribecon | Grasshopper | @JonathanCkay
    14. 14. 2003 2010
    15. 15. 2003 2010
    16. 16. 2003 2010
    17. 17. 2003 2010
    18. 18. 2003 2010
    19. 19. 2003 2010
    20. 20. How we engage TODAY: 2003 2010
    21. 21. How we engage TODAY: 2003 2010
    22. 22. Things are DIFFERENT. #tribecon | Grasshopper | @JonathanCkay
    23. 23. Media IsDifferent
    24. 24. Traditional marketing had companies speak tomany to reach one. Today we speak to one to reach many. - Andy Sernovitz #tribecon | Grasshopper | @JonathanCkay
    25. 25. P re ss ne ’s
 er yoEv
    26. 26. OK. OK. But HOW? #tribecon | Grasshopper | @JonathanCkay
    27. 27. OneDo things your audience can relate to #tribecon | Grasshopper | @JonathanCkay
    28. 28. Create an Emotional Connection. #tribecon | Grasshopper | @JonathanCkay
    29. 29. TwoBe in the same places as your audience #tribecon | Grasshopper | @JonathanCkay
    30. 30. Two Reasons People REFER?
    31. 31. http://startupdigest.com/new-orleans/ http://noew.org/ (Entrepreneur Week)EO New Orleans (Entrepreneurs’ Organization http://meetup.com #tribecon | Grasshopper | @JonathanCkay
    32. 32. ThreeAdd value above & beyond your product #tribecon | Grasshopper | @JonathanCkay
    33. 33. Brand Loyalty = Customer Service #tribecon | Grasshopper | @JonathanCkay
    34. 34. Promote Your Customers
    35. 35. #tribecon | Grasshopper | @JonathanCkay
    36. 36. Sell Experiences not features #tribecon | Grasshopper | @JonathanCkay
    37. 37. Say Thank You
    38. 38. Not Convinced? #tribecon | Grasshopper | @JonathanCkay
    39. 39. Branded
Search 30,000 22,500 15,000 7,500 0 2009 2011*
May
Data #tribecon | Grasshopper | @JonathanCkay
    40. 40. Branded
Search
Terms Product
Search
Terms ved:
 Grasshopper Mo ney
Sa 800
Number Grasshopper.com 14 4,600 Voicemail Grasshopper
Phone $ Virtual
Phone
System Toll
Free
Number Avg.
Cost
Per
Click Avg.
Cost
Per
Click ~
$0.87 ~$6.47
‐
$7.32
    41. 41. Branded
Search
Terms Product
Search
Terms ved:
 Grasshopper Mo ney
Sa 800
Number Grasshopper.com 14 4,600 Voicemail Grasshopper
Phone $ Virtual
Phone
System Toll
Free
Number Avg.
Cost
Per
Click Avg.
Cost
Per
Click ~
$0.87 ~$6.47
‐
$7.32 120,000
Paid
Clicks
    42. 42. Branded
Search
Terms Product
Search
Terms ved:
 Grasshopper Mo ney
Sa 800
Number Grasshopper.com 14 4,600 Voicemail Grasshopper
Phone $ Virtual
Phone
System Toll
Free
Number Avg.
Cost
Per
Click Avg.
Cost
Per
Click ~
$0.87 ~$6.47
‐
$7.32 120,000
Paid
Clicks 90%
Product
Specific
10%
Brand
=
Total
cost
of:
$755,100
    43. 43. Branded
Search
Terms Product
Search
Terms ved:
 Grasshopper Mo ney
Sa 800
Number Grasshopper.com 14 4,600 Voicemail Grasshopper
Phone $ Virtual
Phone
System Toll
Free
Number Avg.
Cost
Per
Click Avg.
Cost
Per
Click ~
$0.87 ~$6.47
‐
$7.32 120,000
Paid
Clicks 90%
Product
Specific
10%
Brand
=
Total
cost
of:
$755,100 70%
Product
Specific
30%
Brand
=
Total
cost
of:
$610,500
    44. 44. Branded
Search
Terms Product
Search
Terms ved:
 Grasshopper Mo ney
Sa 800
Number Grasshopper.com 14 4,600 Voicemail Grasshopper
Phone $ Virtual
Phone
System Toll
Free
Number Avg.
Cost
Per
Click Avg.
Cost
Per
Click ~
$0.87 ~$6.47
‐
$7.32 120,000
Paid
Clicks 90%
Product
Specific
10%
Brand
=
Total
cost
of:
$755,100 70%
Product
Specific
30%
Brand
=
Total
cost
of:
$610,500
    45. 45. Subject: How can 360clean help? The
situaCon
you
guys
are
going
through
is
Im
sure
a
nightmare.

Obviously,
 there
will
be
PR
work
needed
to
be
done
when
its
over. 
 How
can
we
help?

One
part
of
me
is
definitely
concerned,
not
as
much
about
 the
past
24
hours,
but
that
this
will
not
happen
again.

But
the
business
owner
 side
of
me
realizes
that
nobody
is
perfect
and
unforeseen
tragic
events
can
 happen
to
any
of
us. 
I
am
sure
you
guys
have
more
important
hurdles
at
this
point,
but
were
here
to
 help
if
you
need
a
"voice"
when
the
dust
seSles.
    46. 46. Buzz
M etrics ?
    47. 47. Testing Word of MouthPress Releases are Dead Partnerships Customer DevelopmentCommunity Brand Loyalists “New PR”
    48. 48. Thank You. I blog ---> http://jonathanckay.comI tweet ---> @JonathanCkay jkay@grasshopper.com

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