Presentation to Carriage Operators of North America (CONA)

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Presentation on 3/5/11 to the CONA national convention. 2 sessions:

Performance Marketing & Social Media

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  • 38 – Radio 13 – TV4- Internet 3-Ipod2- Facebook
  • The number of Internet Devices has multiplied exponentially
  • The number of Internet Devices has multiplied exponentially
  • The number of Internet Devices has multiplied exponentially
  • Exabyte is a million terabytes2600 CDs or 210mm phone callsTRIPLING every 6 months and are expected to do so for the next 20 YEARS
  • 1 person buys a device to access the Internet2 blogs are started 3 YouTube videos are posted4 people sign up for FaceBook500 words are added to Wikipedia1 out of 8 couples married last year in the U.S. met onlineA recent study showed that 49% of online American use search engines in a typical day.
  • Interruptive marketing
  • Interruptive MarketingCostly UntargetedTune it out
  • First and Foremost! Be where the people are looking!
  • SEO
  • Closing word about setting goals
  • How do search engines workON-Page & OFF-Page
  • www.indycarriage.comwww.carriageforhire.comwww.alaska.net/~carriagewww.carriagetrails.net
  • 25% of Americans have a Smart phoneGrowing at 2.5x the rate of PCsBy 2013: approximately 35% search Overtake PCs
  • How do we reach the brides who haven't thought about using a horse drawn carriage, or the visitors to our areas that haven't thought of taking a carriage ride during their stays? How can we use our web presence to increase our conversion rates of traffic to create a money-in-the-pocket SALE?  What would a video cost to put on our web site, and what would it do to increase interest? Should we be using e-mail marketing?    And what about blogging?Should we be accepting credit cards on our web sites for prepayment and gift certificate sales?  What will that cost us to do (increasing to a secure web site)?
  • WOW- that is an effective ToolWord of Web
  • Well not really
  • Enables people to talk ... Running Office... OprahWe listen/laugh/think about/comment on/share many different views and opinions in these online conversations. Sometimes we act… or change our mind…. or just forget about it altogether… but we enjoy the experience and come back for more.
  • It’s really that simple!
  • According to 1997 book from David Shenk: In 1971 the average American was targeted by at least 560 daily advertisingmessages. Twenty years later, that number has risen six fold, to 3,000 messages per day.
  • You won’t be able to find out unless Try some things
  • Ask QuestionsPost news (links), facts, events, comments, etcShare experiences and opinionsWhat to PostRelevance TimingHave a strategy with what/when you postLinking & CredibilityEtiquette People are skimming! Use Keywords, write a compelling headline
  • I’ll bet you ?’s about your business: pain points, where you’re struggling and where you could use help….. If I explained why our strategy would work…. Talked about previous successes and showed you tangible results….If I did all of those things throughout the course of a long conversation, I have ZERO doubt that you would want to work with my firm. That is what you need to focus on in social media. People ONLY see what you put out there! That’s your content! Put out good content, because if you form some relationships and get involved in some conversations relative to what you do, and you really sound like you know your stuff, and you have published articles and case studies and success stories, YOU WILL accomplish your goals if you do all of those things effectively.
  • Think of it as a crowded bar! Short and sweet gets the job doneTwitter people are usually skimmingLooking for key words
  • Don’t post the same crap that you’ve already seen posted 9 times, come onDon’t be that Tweeter
  • PermanentDiscoverableReal-time
  • Welcome the Party
  • 50 million tweets per day1200-1400% growth50% of new users off in 60 days
  • Frank Eliason:ImmediacyTackle the Positive & NegativeContinuous customers service support
  • If you don’t tell your story, someone else willParticipateRespondPromoteBe Human
  • Ford does a great job of this now as well
  • Other uses I can think of: Spy on your competitorsListen for complaints
  • There are a variety of sites with custom backgrounds, templates, etc. that will help you get one done
  • Followers vs. Following
  • Facebook is the champ for the foreseeable future
  • 600 Million
  • Audience is different. More engaged for longer periods. Keep that in mind!
  • These are things that you need to understand, so go and play around and figure it out. It will be a learning experience for you. Besides, what’s the worst that could happen?
  • Fan Pages vs. Groups
  • Do NOT build a page and wait for people to come to you. Build RELATIONSHIPS! Invite friends to become fans, get your fans to invite their friends Network with relevant user groups Make sure your content is fresh
  • Closing word about setting goals
  • Presentation to Carriage Operators of North America (CONA)

    1. 1.
    2. 2. There were over 88 Billion searches on Google last month<br />
    3. 3.
    4. 4. The number of internet devices in <br />1984 was 1,000<br />
    5. 5. The number of internet devices in <br />1992 was 1,000,000<br />
    6. 6. The number of internet devices in <br />2008 was 1,000,000,000<br />
    7. 7. Currently there are about 540,000 words in the English Language <br />5x as many as Shakespeare’s time <br />
    8. 8.
    9. 9. AboutEvery 3 Seconds<br />
    10. 10. The landscape has changed<br />
    11. 11.
    12. 12.
    13. 13. Pull/Draw Marketing<br />
    14. 14.
    15. 15.
    16. 16.
    17. 17.
    18. 18.
    19. 19.
    20. 20.
    21. 21. SEO<br />On-page<br />Off-page<br />Local optimization<br />
    22. 22.
    23. 23. Google Analytics<br />Free<br />Amazing<br />Reporting<br />
    24. 24. Site Reviews<br />www.indycarriage.com<br />www.carriageforhire.com<br />www.alaska.net/~carriage<br />www.carriagetrails.net<br />
    25. 25. General Advice<br />It’s all about Content<br />Get a domain name with keywords in it<br />Link to each other’s sites!<br />Get a blog setup on your website<br />blog.companyname.com<br />Calls to Action – make it easy<br />
    26. 26.
    27. 27. +<br />=<br />
    28. 28.
    29. 29. Mobile<br />
    30. 30. Enormous impact, but <br />low overall penetration<br />
    31. 31. All the Rest = 96% of mobile devices<br />
    32. 32. I can’t stand most mobile websites<br />Flickr photo by hapal<br />
    33. 33.
    34. 34. Connect & ask me anything)<br />Up Next: Social Media<br />James HuttoManaging Project DirectorValeo Design & Marketing516 Tennessee StreetMemphis, TN 38103Tel: 800.647.4552 x704  [Email] james.hutto@valeomarketing.com [Site] http://www.valeomarketing.com<br />@JamesHutto<br />@ValeoMarketing<br />
    35. 35.
    36. 36. Survey Time<br />
    37. 37.
    38. 38. A conversation<br />Social Media is a conversation<br />
    39. 39.
    40. 40. Why should you care? <br />
    41. 41. Three reasons to use <br />everyone<br />social media that apply to<br />
    42. 42. #1<br />3 OUT OF 4 AMERICANS USE SOCIAL TECHNOLOGY<br />
    43. 43. #2<br />Average Cost for Social Media Account = $0.00<br />
    44. 44. #3<br />Social media is like word of mouth on steroids<br />
    45. 45. To join the conversation:<br />You have to be PRESENT<br />You start by LISTENING<br />
    46. 46. The Big Question:<br />(How) Does it work?<br />
    47. 47. 2 core metrics<br />
    48. 48.
    49. 49.
    50. 50. The New Paradigm:<br />Engagement = Attention <br />
    51. 51. “In all things, have strategy”<br />-someone smart<br />
    52. 52.
    53. 53.
    54. 54. The P.L.E.T. Method<br />Post<br />Listen<br />Engage <br />Track<br />
    55. 55. Be conversational<br />Ask Questions<br />Post news (links), facts, events, comments, etc<br />Share experiences and opinions<br />I had just ate some fruit loops, and now I’m going to the gym. <br />I don’t care<br />
    56. 56. Content is<br />King<br />
    57. 57. Hook me and I’m yours<br />
    58. 58. The P.L.E.T. Method<br />Post <br />Listen<br />Engage <br />Track<br />
    59. 59. You get high-powered listening<br />
    60. 60. Google Alerts<br />Get a Google Account already! <br />Create Alerts for anything relevant to you:<br />Company name<br />Competitor names <br />Anything<br />
    61. 61. The P.L.E.T. Method<br />Post <br />Listen<br />Engage<br />Track<br />
    62. 62. Engage<br />“<br />Be yourself; <br />everyone else is already taken<br />-Oscar Wilde<br />“<br />
    63. 63. Tell them something of meaning<br />
    64. 64. The P.L.E.T. Method<br />Post <br />Listen<br />Engage <br />Track<br />
    65. 65. “If you cannot measure it, you cannot improve it” - Lord Kelvin<br />
    66. 66. Google Analytics<br />Free<br />Amazing<br />Reporting<br />
    67. 67. Social media tools are <br />weapons<br />
    68. 68. Welcome to the Party<br />Everyone likes a party, right?<br />
    69. 69.
    70. 70. Customer Service<br />Comcast<br />multiple users on Twitter that allows them to take customer service request 24/7<br />
    71. 71. Reputation Management<br />Domino’s Pizza<br />utilized Twitter for reputation management after damaging YouTube video<br />
    72. 72. Product Promotion & Sales<br />Chevrolet<br />connect with customers, fight misconceptions, and convince people to give their vehicle a test drive<br />
    73. 73. Research<br />TechSmith:Camtasia<br />Listens for any mentions of their product, and asks for feedback & suggestions<br />
    74. 74. Get started on Twitter<br />Get a unique background<br />Use a real picture of yourself<br />Timeless, classic<br />Don’t change it<br />Write a compelling bio<br />Serious or Fun, Business or Personal? <br />
    75. 75. Followers <br />People who follow you to see the updates (tweets) that you post are your followers<br />You follow other people to see their posts. These are the people that you’re following<br /> So…<br />How do I get followers?<br />
    76. 76. Find People Who Interest You<br />Who to follow?<br />Leaders in your field<br />Bloggers<br />Competitors<br />Customers<br />By title<br />Where to find them?<br />Directories: Twollow,WeFollow, Twellow<br />Services like MrTweet, TweepSearch<br />
    77. 77. Learn the Lingo<br />
    78. 78. Efficient Listening<br />
    79. 79. Twitter is cool and all, but…<br />-Rules<br />
    80. 80.
    81. 81. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)<br />
    82. 82. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)<br />
    83. 83. * Graphics and Stats from Online Schools (http://www.onlineschools.org/blog/facebook-obsession)<br />
    84. 84. The Audience is Different<br />More engaged: longer periods of time<br />Watch much closer than some on Twitter. Facebook is more personal. It has to be treated that way<br />
    85. 85. Separate Personal & Professional<br />Do NOT create two accounts. This is against Facebook’s terms & conditions<br />(whoops!)<br />
    86. 86. The Power of Lists<br />
    87. 87.
    88. 88. We can’t go through it all but… <br />
    89. 89. Can we agree that fans are our focus? <br />
    90. 90. Claim your name!<br />Give your page a unique URL <br />Facebook.com/yourBusiness<br />Use a redirect?<br />FB.youcompany.com<br />JoinUs.yourcompany.com<br />Go to Facebook.com/username<br />
    91. 91. What’s in it for them?<br />A promotion<br />Value-based offer<br />Information<br />Giving Feedback<br />Customer Service<br />
    92. 92. remember…<br />
    93. 93. You need an Ambassador – someone has to be the “face”<br />…Only that just changed <br />
    94. 94.
    95. 95.
    96. 96.
    97. 97. Connect & ask me anything)<br />James HuttoManaging Project DirectorValeo Design & Marketing516 Tennessee StreetMemphis, TN 38103Tel: 800.647.4552 x704  [Email] james.hutto@valeomarketing.com [Site] http://www.valeomarketing.com<br />@JamesHutto<br />@ValeoMarketing<br />

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