• Save
Shelly Kramer - Closing the Trust Gap
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Shelly Kramer - Closing the Trust Gap

on

  • 514 views

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, ...

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.

Statistics

Views

Total Views
514
Views on SlideShare
514
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Borrell AssociatesShape decisions made by the business
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • Fix this
  • this slide flickers – I don’t like that
  • or 1 out of 3 humans on the net globally
  • or 1 out of 3 humans on the net globally
  • or 1 out of 3 humans on the net globally
  • No border around the box
  • Add a title here that says: Understand The Web of Today
  • Add a title here that says: Understand The Web of Today
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • add border here
  • Websites on a desktop or browser are not user friendly.
  • can you change the top and the bottom headlines – just swap them?
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • 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
  • If you don’t like this color combination, I can send you some others.
  • My preference with large photos would be to drop the background and paste the photo in.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.
  • If you don’t like this color combination, I can send you some others.

Shelly Kramer - Closing the Trust Gap Presentation Transcript

  • 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. Who Am I? Shelly KramerCEO, V3 Integrated Marketing @shellykramer INTEGRATED MARKETING Vision + Voice + Value
  • 3. WHY Are We Talking About This? The Web Has ChangedEverything
  • 4. Two Things Matter Search + Friends
  • 5. First, Let’s Understand the Web of Today
  • 6. Google Has a Voracious Appetite
  • 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. What We’re Used ToTraditional Marketing = Push Messaging Display Ads Direct Mail TV + Radio Yellow Pages Cold Calling Email BlastTraditional Marketing is Interruption
  • 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. 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. Social Channels Drive Business (and Trust) But you have to feedthem. Great content is how you do that. Content is breadcrumbs.
  • 12. How These Channels Drive Business
  • 13. Video Content is Big Channel 44% Critical or Important 26% 2009 2011Source: Hubspot: State of Inbound Marketing Report - http://bit.ly/kumlrs
  • 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. 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. Why Blog?
  • 17. Blogging is MarketingAnd Content Marketing is not only more costeffective, it’s how you build Trust
  • 18. I’ll Say It Again: Content Marketing Works
  • 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. Who’s investing in this?
  • 21. Let’s Talk SEO + Content
  • 22. Let’s Talk SEO + Soc Nets
  • 23. Let’s TalkFriends
  • 24. %Of people trust recommendations from peers. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 25. % Of people trust advertisements.Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  • 26. Option Things You Can Do
  • 27. If they can’t find you on the web,they can’t become your customers.
  • 28. Give them Value. Give them information they need. Serve them. News, Resources, Fun Pssst: Value leads to TRUST
  • 29. Option Video Rules
  • 30. Search EnginesVideo
  • 31. is the second largest search engine next to Google with 800 million unique users per month
  • 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. • 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. Helps Customers Get to Know You. And Trust You.
  • 35. Set up a YouTube Page for your Company and Create Video Content
  • 36. Ask the ExpertsYour Company Name Here Channel
  • 37. Crawfords Ag Supply Store Your Company Ask the Experts ChannelCrawfordsTV.com
  • 38. Videos can also be created for a print and online “Ask the Expert” program.
  • 39. Videos can be used on yourwebsite, in your newsletters, embedded in your blog andshared on social channels.
  • 40. Option Local SEO Services Owning the LocalMarket is a Big Deal
  • 41. Learn this, Live it …Is Your Client…
  • 42. Your Google Image is?Your Online Identity?Claim It
  • 43. When they “Google It” who do they find?
  • 44. Remember What I Said About Video?
  • 45. Meet Shawn
  • 46. And Alan
  • 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. Resources
  • 49. Resources
  • 50. Option Mobile Services
  • 51. Smartphone penetration continues to rise in allcategories
  • 52. Business Owners %Are likely to try mobile Source: Borrell Associates
  • 53. %Lessthanof businesses have mobile enabled websites
  • 54. Most websites look fine on a desktop computer…
  • 55. …or on a laptop.
  • 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. %of businesses have never checkedthe appearance or function of their website on a smartphone. Source: Fanminder – Mobile Marketing Survey (August, 2010)
  • 58. Can you seethis?Moreimportantly,can you useit?(Psst: Farm Credit, you know I heart you!)
  • 59. Improved. But Not There Yet.
  • 60. This isn’t about picking on anyone, it’s about learning
  • 61. Another example of a non-mobile site
  • 62. And here’s someone doing it right …..
  • 63. Percentage of smartphone owners accessing the Internet or email
  • 64. Mostly go online using their phone2011 - Pew Research Center Internet & American Life Project.
  • 65. Many of the “Cell Mostly” individuals haveother sources of online access at home...
  • 66. …but roughly one-third of these users lack a high-speed home broadband connectionAre these your customers + prospects?
  • 67. A mobile app isnt a strategy"I need an app” is the 2011 version of "I need a Facebook Page.”
  • 68. Apps Are Cool. Do You Need One?
  • 69. Smartphone usage withfarmers, ranchers,growers and producersare on the rise. Andconsumers are tethered totheir devices, too.
  • 70. Research/Field Data
  • 71. Information Resources
  • 72. Weather
  • 73. News, Futures
  • 74. Calculators
  • 75. Option Social Media
  • 76. Social MediaWhy bother? 93% of people expect companies to have a social media presence
  • 77. Social Channels is where she is. Andwhere her friends are.
  • 78. She’s there, too. And she goes to Facebookevery day – not a newspaper.
  • 79. And this one? She’s using social mediachannels, too.
  • 80. SMB’s Greatest Challenge? Finding New Customers
  • 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. 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. 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. 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. Social Media is About TrustContent marketing helps you build trust
  • 86. So, What Are We Going to Do Now?
  • 87. The Formula Has ChangedOld Way: Money x Media = BusinessNew Way: Time x Media = Business
  • 88. Today ….Every company is a media company. Every company needs a content strategy.Every company needs a social media presence.
  • 89. %Of All Marketing Will Be Inbound by 2015-16. Source Tony Jaros, Sirius Decisions, DemandCon, 2012 http://brighttalk.com/webcast/6951/42707 ,
  • 90. How Do We Do It? Build Listen ParticipateCreate or Adaptto SERVE Them
  • 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. 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. 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. The Internet It’s Changed BusinessNow, will you change with it? If we can help, let us know. Shelly Kramer, V3 Integrated Marketing @ShellyKramer