SOCIAL MEDIA + WEB 2.0
FOR SALES & MARKETING
Rochester, NY AMA – April 29,2009

Why are you in
business?
“Because the purpose of business
is to create a customer, the
business enterprise has two—and
only two—basic functions:
marketing and innovation.
Marketing and innovation produce
results; all the rest are costs.
Marketing is the

After-Event Slides & Resources
The slides and resource links are available

electronically after the event:
www.marketingsavant.com/rama

Derived from the AMA‘s
TechnoMarketing Training Series.
Coming up in :
• Orlando, September 29 – 30, 2009
TechnoMarketing is much more than using a few of
the newest technology tools to improve your
marketing. Real marketers need tools with
techniques, strategy with execution and tactics with
measurements to ensure accountability. This
intensive, interactive two-day seminar will give
attendees ample opportunity to apply the specifics
of the technologies and trends covered to the
realities of their business.
AMA TechnoMarketing Training Series
www.marketingpower.com/tstechnomarketing

MARKETING IN
A
DOWNTURN…

It is all about
customer
intimacy:
People working
together in a
structured and
customer
centric way to
create
customer
value, develop
relationships

Result
It is not just
about the
number of
conversations.
It is also about
your capabilities
to convert these
conversations
into relationships
and create loyal
customers.

A.G. Lafley
CEO, Procter & Gamble
―We have a
philosophy
and a strategy.
When times are
tough, you build
share.‖

Source: Justin Kirby & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. xix
Crisis In Mass Marketing
18%: Proportion of TV advertising campaigns generating positive

ROI
54 cents: Average return in sales for every $1 spent on advertising

256%: The increase in TV advertising costs (CPM) in the past

decade
84%: Proportion of B2B marketing campaigns resulting in falling

sales
100%: The increase needed in advertising spend to add 1-2% in

sales
14%: Proportion of people who trust advertising information

90%: Proportion of people who can skip TV ads who do skip TV ads

80%: Market share of video recorders with ad skipping technology in

2008
95%: The failure rate for new product introductions

117: The number of prime time TV spots in 2002 needed to reach

80% of adult population – up from just 3 in 1965
3000: Number of advertising messages people are exposed to per

day
56%: Proportion of people who avoid buying products from

companies who they think advertise too much

That Said, We‘ve Come a Long
Way…
91% say consumer content is the #1 aid to making

buying decisions (JC Williams Group)
87% trust a friend‘s recommendation over a review by

a critic (MarketingSherpa)
Social network users are 3X more likely to trust peer

opinions over advertising in purchase decisions (Jupiter
Research)
1 word-of-mouth conversation = the impact of 200 TV

ads (BuzzAgent)
Social media site traffic doubled in the past year

(comScore)
IT buyers trust social media more than any other

source
(PJA IT Social Media Index)

Where Everything Is Headed
Today
Digital
Non-Digital
1996 2009 2050?
Source: Google

% of marketers planning to
increase globalonline ad execs
55% of their global marketing
marketing budget
Over 70% of
–plan to cutthe recession
despite spending on online will
executives todayNbelievetraditional
= 333 26%
Forrester (Spring '08)
determine how to fundcampaigns
media in order major increased
online effortsand executed
are planned (June 2008)
Advertiser Perceptions (May '08) N = 1,811 72%
31%
N = 400
MarketingSherpa (Sep '08)
63%
N = 175
Epsilon* (Sept '08)
62%
N = 600
MarketingProfs (Oct '08)
*63% of (175) CMOs said they had increased their online budgets in the past year

Marketers Reprioritize Marketing
Vehicles
Reevaluate the

effectiveness of
current vehicles
Shift 10-15% into

new media
Conduct a marketing

audit, don‘t just do
guesswork

Source: Marketing Leadership Council - www.mlc.executiveboard.com

360 Digital Marketing World
Online eNewsletters Email Real Simple
eMail eCards
Media Syndication (RSS)
Content Partnerships
News
Community
sites Syndication
Special Manifestos
Blog Search Engines
Interest Conversations
Blog Aggregators
Blogs
Chat
Search Engine
Rooms/Events
Citizen
Optimization
Photo Blogs Action
Keyword
Listservs
eAlerts
Marketing
Message Boards
Search Meetups
Text-messaging
Press Rooms
Online
Web Sites Viral Games &
IM w/RSS
Content Contests Advertising
Wikis
Folksonomy Digital Radio
Social VBlogs
Bookmarking Podcasting
Webcasting
Digital
Phones DVR Game
Devices PDAs Microcasting
(Tivo) Consoles
Source: Ogilvy

The Digital Sales Funnel
Source: InTouch

The Conversational Sales Funnel
marketer generated consumer generated
be aware talk
form opinion
consider
buy use
??
?
?
?
directories
search crm
advertising, PR, publishing wom/ social networks
educational marketing
event and sponsorship marketing
games
mobile marketing
Source: Digital Voodoo

Sales & Marketing 2.0
Strategies
Make it ALL Accountable
1)
Build Your Addressable Customer Base
2)
Digital Intimacy (stay close to your customer)
3)
Start and Keep doing Search
4)
(SEM+SEO+SMO)
Engender Trust
5)
Don‘t ignore the power of Social Media
6)

1. Digital Accountability
“Marketing executives are seeking
accountability and measurable results. Data-
driven marketing is an increasingly important
component of corporate marketing
campaigns.”
—Mike Iaccarino, chief executive, Epsilon, in a press release
Even online marketers show room for
improvement in accountability. In a Marchex-
commissioned survey conducted by Sterling
Market Intelligence in October 2008, only 25%
of national advertisers said they were measuring
ROI for their online marketing campaigns.

Success Metrics
Reach

 How many hear your message?
Acquisition

 Who’s attention did you get?
Conversion

 What information did you gather?
 Who can you contact as a “lead”?
Retention

 Who follows you after the acquisition?

Build Your Value Funnel
Define your critical

actions
Map against your sales

process/sales funnel
Track to conversion

Wash, rinse, repeat


The Real Social Media KPI…
In social media, a company is successful when it is influential
and when it listens and discusses key issues with its target
groups through social media. The relationship that leads to a
successful strategy is built upon trust. Hence we have to find a
way in which we can determine success events leading to
trust, which is the basis for influence in social media and in
any kind of business for that sake.
—Jesper Åström
How do we?
Simplify and build basic but long-range metrics?
Measure our influence in social media over time?
Establish the ‗trust barometer‘ for our own brand?
Show how by keeping small promises through
marketing – build your long term brand?

2. Build Your Addressable Customer
Base
Everything = Data, ―CRM mentality‖

Capture mechanisms at every turn (capture

attention & capture data)
Get comfortable with the data – it‘s all about

the data!
Setup data-driven trigger points to nurture your

prospects along
For Example: In 2001, ADC communications, a competitor to Lucent, Cisco
and Nortel saw it’s sales degrading to the point of a 27% dip. The immediately
retrenched, changed course, implemented a recession marketing & sales
strategy and gained market share on each of their major competitors that they
retain to this day.

Jeep‘s ―Jeep 2.0‖ Strategy
Portals (using contextual/Google and behavioral/AOL
1.
targeting)
An IM avatar development program
2.
Online video - A new campaign site which was redesigned to
3.
host rich-media offerings like video vignettes
Virtual \"test drives―
4.
Ads on free music download sites with viral marketing (pass
5.
this song on to your friends capability)
Microsites
6.
Traditional TV with product placement
7.
Events and bowl games - An online fantasy football
8.
sponsorship w/print component
Print ads
9.

Jeep –
The way beyond trail
A choose your own adventure

interactive film
User integrates him/herself

directly into the video and story
reflects their personal
registration selections
Program provides clues in

exchange for ―tell a friend‖
Product directly integrated and

demonstrated through plot line
of film

3. Digital Intimacy
Build your tribe

E-Mail: Still a Great Medium for Staying in

Touch
Meet them in their medium

Build brands & communities

of fans, don’t just advertise
This is the paradox of ambient awareness. Each little update —
each individual bit of social information — is insignificant on its
own, even supremely mundane. But taken together, over
time, the little snippets coalesce into a surprisingly sophisticated
portrait of your friends’ and family members’ lives, like thousands
of dots making a pointillist painting. - Clive Thompson, NYT
Magazine

Map Out
Your Cyber-
Social
Citizenship

Build Community in Niche
Networks
Beyond Students
Over 350,000 pets
Approx. 700 new each da
My Space Politics
Moms Investments
Real Estate

4. Start and Keep doing Search
(SEM+SEO+SMO)
Search provides a strong, highly

measurable ROI for marketing dollars
spent.
Search garners click-through rates that

exceed all other forms of online
advertising.
Search offers marketers the potential

for immediate sales online, as well as
for online and offline sales at a later
time.
Search can even enhance brands.

Over 80% of consumers and

businesspeople engage in on a regular
basis

Search is Integrated…so Integrate
It!
(almost) Everything

digital/web based
can contribute to
search
Integrate search

components into ALL
of your marketing
(PURLS, ―Google
This‖

EVERYTHING AFFECTS
SEARCH…
Caminito Argentinean

Steakhouse is a single-
location restaurant in
Northampton, Mass
Using a website, local

ads, blogging, video,
Twitter, MySpace and
other digital tools to
drive business

Caminito‘s World…

No Love for Iams
What if half the store shelf
said, “Don’t Touch This?”

5. Engender Trust
Trust is the currency of brands, and

it has never been harder to create
or hold on to.
Reviews, recommendations, friends,

experts, thought leadership…all
trusted!
Do everything you can to make your product and

customer service as good as they can possibly be.
Emphasize listening over loud-speaking.

Consider building a community where consumers can

weigh in.
Take the bold move of embracing customer ratings and

reviews.

Trusted Sources

Join the Conversation
Be transparent. Be open and

honest in all communication.
Be ethical. Live by the

WOMMA Practical Ethics
Toolkit
Be relevant. Share information

and perspectives that are
valuable to the online
community
Personalize and be

personable.
Address negative discussion

Even if you‘re not ready to join the conversation, it
head-on.
pays to have a sound strategy for dealing with any
 Court evangelists &
social media conversation taking place about your
advocates.
brand.

Comcast is Building Trust…
Comcast tech filmed

sleeping…waiting for his own
customer service team.
A viral video & blog sensation (of

course!)
Popular blogger ‗Tweets‘ his

Comcast woes
Comcast calls him 20 min

later and resolves his
issues!

Word Of Mouth Is A Powerful
Force
(evangelists)
Word of Mouth Among Airlines
Source: Harvard Business Review

Become a Trusted Advisor
Be Generous With Your Knowledge

 Share beyond the marketing speak
Be Consistent

 Calendar your activities – daily, weekly, monthly
routine
Always Deliver Value

 Listen, think, revise, teach, repeat
Take A Stand

 Take your strong positions to market
Focus On The Long-term Benefits

 Track your results in months & years

6. Embrace Social Media
―Social Media is
people having
conversations
online.‖

The conversations are powered
by…
Blogs

Widgets

Micro Blogs

Online Chat

RSS

Social Networks

Social Bookmarks

Message Boards

Podcasts

Video Sharing Sites

Photo Sharing Sites

Virtual Worlds

Wikis

(…just to name a few)

Social Media
“The most effective
social media is all
about building
relationships, engagi
ng with others, and
developing trust
while building a solid
word-of-mouth
marketing program.”

Beware of the Bright Shiny
Objects
Addiction To Bright + Shiny Objects

Symptoms Of B.S.O.S. (Bright +
Shiny Object Syndrome)
A soft spot for buzzwords

A disposition to regurgitate the latest buzzwords you

just overheard
An insatiable desire to sell ―the latest thing‖ to

clients
A tendency to believe the hype, without

investigating for yourself
A tendency to dismiss without investigating for

yourself
Excess use of the word ―viral‖ viral…viral…viral..

viral…

The Social Homebuilder

Martell‘s Holistic Strategy
Holistic strategy, not just

social media
Advertising, customer

relations, vendor
relations, public relations,
website execution, social
media
Strategic process of

defining their audience,
establishing their
objectives, developing
strategies to accomplish
those objectives with the

Indium Social Media Strategy
25% reduction in marketing spend

Major account wins

Entire organization involved

in the ‗community‘

Integrated Social Media Strategy
Goodwill Repositioning
Blog
YouTube
MySpace
ebay Store

A Few Good Stats
http://dcgoodwillfashions.blogspot.com/
Over 11,500 unique visitors to the virtual fashion show 9/12

launch
Over 42,000 page views

16% of fashion show visitors have been converted into

online Goodwill shoppers
Fashion Show Visitors from 31 countries and 48 states plus

DC
48% of fashion show visitors are from the DC, MD, VA

region (the area we serve)
Blog is averaging between 600 & 700 visitors a week

5.6% of blog visitors are being converted into online

Goodwill shoppers
Blog visitors from 77 countries and all 50 states

Brick & mortar stores during the two weeks following
the launch of the fashion show:
 Customer count + 6.6%

You Could...Go…All…the…Way

So, Now What?

Learn to Listen
Where are your customers online/offline?
Blogs, Social media tools (e.g. LinkedIn Answers),

Discussion Forums, Twitter, etc…/Events
Monitor these conversations:
Find your brand using Google Alerts, Keotag.com,

Boardreader.com and Technorati.com
Use a central tool to track the different conversations happening around

your company. Most online conversations are RSS enabled, barring a few
Yahoo! groups that don’t support RSS. Use a RSS reader (e.g.
Bloglines.com) to gather all these conversations into a central repository
and create a folder that you check on a daily basis.
For Example: Best-in-class organizations pursue social media listening as a
daily discipline and have a response strategy to engage in the conversation if
necessary.

Get an Online Personality
Personality Toolkit
 LinkedIn Profile
 Facebook page
 Personal or corporate blog
 De.licio.us page for bookmarks
 YouTube page (youtube.com/yourname)
 Share photos online (Flickr, Photobucket)
 Thou shalt have a complete profile
40x more likely to succeed when complete

Choose your own social media adventure!


Be the Media
Feature a link to the

blog on your company
home page.
Employ a team of

bloggers.
Provide guidelines to

bloggers.
Share company news and thought leadership.

Post a combination of written word, photos and video.

Link generously to other digital influencers.

Allow moderated comments to foster a two-way

conversation.

Tap Into Your Community
Community members

can be worth 30%
more
Tap the power of your

customer base
Increase long-term

lifetime value
Involve them in

something meaningful
Know what customers

really want to buy

Crowdsource Your Next Big
Idea
Define an idea

management process.
Design and develop

the online community.
Promote the

community with your
customers.
Invite them to

contribute.
Post questions to spur

their thinking.

A Crowdsourced Business
Seventh Generation, a leading green consumer
products company, used a crowdsourcing
approach to design an eco-friendly diaper bag as
part of its Wee Generation campaign.
Mommies, children and leading environmental
experts collaborated to design a state-of-the-
art, limited edition bag, which Seventh

Harness the Power of Social
Networks
Connect with your

customers in their
network.
Facebook, LinkedIn,

MySpace, etc…
Build applications for

them in their networks.
Assign someone in your

organization as the
‗community manager‘.
If you build it, they won‘t

come – put together a
sound seeding strategy

Share Your Assets!
Create a brand channel on

YouTube, a SlideSpace on
SlideShare and so on…
Upload your company‘s videos to

your YouTube channel
Adds to your search results

Promote your company‘s

YouTube channel or specific
videos on your Web site, emails,
newsletters.
Engage your audience by

encouraging them to add
comments, rate videos, share
video.
Update your content frequently to

keep it fresh. This is critical to

“Every brand needs to be relevant
and part of a community. They need
to open a dialogue with their
consumers, but they also need to be
prepared for what could be negative
feedback and I don’t think all
marketers are ready- Bob Ivins, that.”
for EVP, comScore

How to control
millions of inaccurate
and divergent
conversations ?
YOU DON’T
Consumers are beginning in a very real sense to own our brands and participate
in their creation … We need to begin to learn to let go.
A.G. Lafley, CEO and Chairman of P&G, October 2006
(cc) Lynette Webb, 2006

Social Media + Web 2.0 for Sales & Marketing
Q&A
Download slides at: http://www.marketingsavant.com/rama
Need help after the presentation? Email dana@marketingsavant.com

Social Media + Web 2.0 for Sales & Marketing
Thank
You!
Download slides at: http://www.marketingsavant.com/rama
Need help after the presentation? Email dana@marketingsavant.com