Shelly Kramer - Closing the Trust Gap

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Closing the Trust Gap - Shelly Kramer, V3 Integrated Marketing CEO, from the 2012 Animal Ag Alliance Stakeholders Summit, Real Farmers Real Food, Celebrating Tradition and Technology, May 2-3, Arlington, VA, USA.

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  • Borrell AssociatesShape decisions made by the business
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  • or 1 out of 3 humans on the net globally
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  • Add a title here that says: Understand The Web of Today
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  • Where do these tats come from??? Don’t believe people weren’t using email etc., in 2010, so I need to know what this means
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  • Shelly Kramer - Closing the Trust Gap

    1. 1. The Internet It’s Changed EverythingClosing the Trust Gap: How to Use the Web to Serve Your Customers Shelly Kramer, V3 Integrated Marketing @ShellyKramer
    2. 2. Who Am I? Shelly KramerCEO, V3 Integrated Marketing @shellykramer INTEGRATED MARKETING Vision + Voice + Value
    3. 3. WHY Are We Talking About This? The Web Has ChangedEverything
    4. 4. Two Things Matter Search + Friends
    5. 5. First, Let’s Understand the Web of Today
    6. 6. Google Has a Voracious Appetite
    7. 7. Content. Why It Matters. Bill Gates, 1996, “Content is King”“Content is where I expect much of the real money will be made on the Internet ….”
    8. 8. What We’re Used ToTraditional Marketing = Push Messaging Display Ads Direct Mail TV + Radio Yellow Pages Cold Calling Email BlastTraditional Marketing is Interruption
    9. 9. Now, What the #$% is Content Marketing? Blogging Video + Podcasting Email Marketing Flickr, Instagram Social (Twitter, Facebook, LinkedIn) Case Studies, White Papers, Webinars Tumblr, Posterous, etc.And all of this is part of content marketing. And collectively, it’s called “inbound marketing.” Inbound Marketing
    10. 10. This? It’s Different Content Marketing = Pulling Them In It’s like spreading breadcrumbs on the Internet and hoping they’ll pick them up.Those breadcrumbs are designed to lead them “home” -- to your website, landingpage, Facebook page, etc. – wherever it is you want them to end up
    11. 11. Social Channels Drive Business (and Trust) But you have to feedthem. Great content is how you do that. Content is breadcrumbs.
    12. 12. How These Channels Drive Business
    13. 13. Video Content is Big Channel 44% Critical or Important 26% 2009 2011Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
    14. 14. Feeding Facebook is Smart Channel Critical or Important 44%Facebook 24% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
    15. 15. Twitter, so NOT About Lunch Channel Critical or Important 38% Twitter 21% 2009 2011 Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
    16. 16. Why Blog?
    17. 17. Blogging is MarketingAnd Content Marketing is not only more costeffective, it’s how you build Trust
    18. 18. I’ll Say It Again: Content Marketing Works
    19. 19. Let’s Talk Content 27 Million Pieces of online content are shared daily 1 in 5Social media messages include links to content 60 Percent of content-sharing messages specific to an industry mention a brand or product by name
    20. 20. Who’s investing in this?
    21. 21. Let’s Talk SEO + Content
    22. 22. Let’s Talk SEO + Soc Nets
    23. 23. Let’s TalkFriends
    24. 24. %Of people trust recommendations from peers. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
    25. 25. % Of people trust advertisements.Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
    26. 26. Option Things You Can Do
    27. 27. If they can’t find you on the web,they can’t become your customers.
    28. 28. Give them Value. Give them information they need. Serve them. News, Resources, Fun Pssst: Value leads to TRUST
    29. 29. Option Video Rules
    30. 30. Search EnginesVideo
    31. 31. is the second largest search engine next to Google with 800 million unique users per month
    32. 32. • 1 hour of video is uploaded to YouTube every SECOND.• There is more video uploaded to YouTube in 1 month than the major TV networks created in 60 years• YouTube Mobile gets over 600 MILLION views a day. Traffic from mobile devices TRIPLED in 2011
    33. 33. • 500 Years of YouTube video is watched every DAY on Facebook• Over 700 YouTube videos are shared on Twitter each MINUTE• More than 50% of the videos on YouTube have been rated and/or include comments from the community.
    34. 34. Helps Customers Get to Know You. And Trust You.
    35. 35. Set up a YouTube Page for your Company and Create Video Content
    36. 36. Ask the ExpertsYour Company Name Here Channel
    37. 37. Crawfords Ag Supply Store Your Company Ask the Experts ChannelCrawfordsTV.com
    38. 38. Videos can also be created for a print and online “Ask the Expert” program.
    39. 39. Videos can be used on yourwebsite, in your newsletters, embedded in your blog andshared on social channels.
    40. 40. Option Local SEO Services Owning the LocalMarket is a Big Deal
    41. 41. Learn this, Live it …Is Your Client…
    42. 42. Your Google Image is?Your Online Identity?Claim It
    43. 43. When they “Google It” who do they find?
    44. 44. Remember What I Said About Video?
    45. 45. Meet Shawn
    46. 46. And Alan
    47. 47. Local and Industry Directories?Are you listed in local directories? If not, why not? Directories help people find you. It just makes sense.
    48. 48. Resources
    49. 49. Resources
    50. 50. Option Mobile Services
    51. 51. Smartphone penetration continues to rise in allcategories
    52. 52. Business Owners %Are likely to try mobile Source: Borrell Associates
    53. 53. %Lessthanof businesses have mobile enabled websites
    54. 54. Most websites look fine on a desktop computer…
    55. 55. …or on a laptop.
    56. 56. Most desktop websites werenot designed to be viewedon the small screens ofmobile devices.Fonts can be too small,images are too small,navigation can be clunky,Flash won’t work, lengthypage loads, and the listgoes on and on.
    57. 57. %of businesses have never checkedthe appearance or function of their website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)
    58. 58. Can you seethis?Moreimportantly,can you useit?(Psst: Farm Credit, you know I heart you!)
    59. 59. Improved. But Not There Yet.
    60. 60. This isn’t about picking on anyone, it’s about learning
    61. 61. Another example of a non-mobile site
    62. 62. And here’s someone doing it right …..
    63. 63. Percentage of smartphone owners accessing the Internet or email
    64. 64. Mostly go online using their phone2011 - Pew Research Center Internet & American Life Project.
    65. 65. Many of the “Cell Mostly” individuals haveother sources of online access at home...
    66. 66. …but roughly one-third of these users lack a high-speed home broadband connectionAre these your customers + prospects?
    67. 67. A mobile app isnt a strategy"I need an app” is the 2011 version of "I need a Facebook Page.”
    68. 68. Apps Are Cool. Do You Need One?
    69. 69. Smartphone usage withfarmers, ranchers,growers and producersare on the rise. Andconsumers are tethered totheir devices, too.
    70. 70. Research/Field Data
    71. 71. Information Resources
    72. 72. Weather
    73. 73. News, Futures
    74. 74. Calculators
    75. 75. Option Social Media
    76. 76. Social MediaWhy bother? 93% of people expect companies to have a social media presence
    77. 77. Social Channels is where she is. Andwhere her friends are.
    78. 78. She’s there, too. And she goes to Facebookevery day – not a newspaper.
    79. 79. And this one? She’s using social mediachannels, too.
    80. 80. SMB’s Greatest Challenge? Finding New Customers
    81. 81. Tactics to find new customers 2010 2011 Website 51% 85% Search 38% 74% Video 20% 54%Source: New Study by Bredin Business Information
    82. 82. Tactics to find new customers 2010 2011 Coupon Offers (Groupon) - 53% Mobile - 49% Twitter 27% 50% Facebook 43% 65%Source: New Study by Bredin Business Information
    83. 83. Social Media is for Leads and Sales Percentage of companies that have acquired a customer from: Company Blog 63% LinkedIn 39% Facebook 67% Twitter 53% Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    84. 84. WHY Are We Talking About This? Seth Godin, 2008“Content marketing is all the marketing that’s left.”In the new marketing world, you can’t fake it, so you have no choice but to be real. Real = Trust
    85. 85. Social Media is About TrustContent marketing helps you build trust
    86. 86. So, What Are We Going to Do Now?
    87. 87. The Formula Has ChangedOld Way: Money x Media = BusinessNew Way: Time x Media = Business
    88. 88. Today ….Every company is a media company. Every company needs a content strategy.Every company needs a social media presence.
    89. 89. %Of All Marketing Will Be Inbound by 2015-16. Source Tony Jaros, Sirius Decisions, DemandCon, 2012 http://brighttalk.com/webcast/6951/42707 ,
    90. 90. How Do We Do It? Build Listen ParticipateCreate or Adaptto SERVE Them
    91. 91. “It is not the strongest of thespecies that survives, nor themost intelligent that survives.It is the one that is the mostadaptable to change.” - Charles Darwin
    92. 92. Be Patient, Be Smart Change is hard. This stuff takes time. And it costs money.Do it yourself and you’ll get what you pay for.
    93. 93. Stalk Me … I don’t bite (normally) 816.200.2520 Shelly@V3im.com www.v3im.com LinkedIntwitter.com/shellykramer facebook.com/shellykramer Shelly DeMotte Kramer
    94. 94. The Internet It’s Changed BusinessNow, will you change with it? If we can help, let us know. Shelly Kramer, V3 Integrated Marketing @ShellyKramer

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