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Stop Tweeting...Start Executing - Part 1 by Aaron Kahlow
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Aaron Kahlow of Online Marketing Connect discusses Part 1 of "Stop Tweeting...Start Executing"

Aaron Kahlow of Online Marketing Connect discusses Part 1 of "Stop Tweeting...Start Executing"

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  • Jason: Subscriber Perception – nothing to do with the definition of the spam. Other stats? Length of the form.Annie: Frequently. What is the right number? Should you ask or not? More than half (56.4%) of respondents say they receive high volumes of “junk” from marketers – defined as “email from companies I know but that is just not interesting to me.” “Junk” is second only to “spam” (“email I never asked to receive”) which 65.7% of respondents say they receive in high volumes. One-third say that marketers email them more frequently than promised.Most of this email is simply deleted unread, but subscribers do not hesitate to complain about unwanted messages (reporting the email as spam). (Source: Return Path Holiday Survey 2007)An alarming percentage of consumers surveyed by Return Path, or 22.3%, said they handled the increase of e-mails this holiday season by reporting the sender as a spammer to their ISPs. However, this figure is down from 26.6% in 2006 and 33.6% in 2005.Still, 13.9% said they typically use the “report spam” button when they no longer want e-mail from a company, while a healthy 26.2% said they use the marketer’s unsubscribe button.Also, 45.6% said they simply deleted the additional e-mails and 41% said the increase had no impact on their regular e-mail habits, according to Return Path.Moreover, 24.8% said they simply unsubscribed from the excess e-mails in 2007, compared to 24.1% in 2006 and 30.5% in 2005, according to Return Path.
  • But that isn’t that helpful. What you really wanted is not just data, but insights. Insight on how to translate all those stats and survey results into meaningful
  • Jason: Subscriber Perception – nothing to do with the definition of the spam. Other stats? Length of the form.Annie: Frequently. What is the right number? Should you ask or not? More than half (56.4%) of respondents say they receive high volumes of “junk” from marketers – defined as “email from companies I know but that is just not interesting to me.” “Junk” is second only to “spam” (“email I never asked to receive”) which 65.7% of respondents say they receive in high volumes. One-third say that marketers email them more frequently than promised.Most of this email is simply deleted unread, but subscribers do not hesitate to complain about unwanted messages (reporting the email as spam). (Source: Return Path Holiday Survey 2007)An alarming percentage of consumers surveyed by Return Path, or 22.3%, said they handled the increase of e-mails this holiday season by reporting the sender as a spammer to their ISPs. However, this figure is down from 26.6% in 2006 and 33.6% in 2005.Still, 13.9% said they typically use the “report spam” button when they no longer want e-mail from a company, while a healthy 26.2% said they use the marketer’s unsubscribe button.Also, 45.6% said they simply deleted the additional e-mails and 41% said the increase had no impact on their regular e-mail habits, according to Return Path.Moreover, 24.8% said they simply unsubscribed from the excess e-mails in 2007, compared to 24.1% in 2006 and 30.5% in 2005, according to Return Path.
  • Jason: Subscriber Perception – nothing to do with the definition of the spam. Other stats? Length of the form.Annie: Frequently. What is the right number? Should you ask or not? More than half (56.4%) of respondents say they receive high volumes of “junk” from marketers – defined as “email from companies I know but that is just not interesting to me.” “Junk” is second only to “spam” (“email I never asked to receive”) which 65.7% of respondents say they receive in high volumes. One-third say that marketers email them more frequently than promised.Most of this email is simply deleted unread, but subscribers do not hesitate to complain about unwanted messages (reporting the email as spam). (Source: Return Path Holiday Survey 2007)An alarming percentage of consumers surveyed by Return Path, or 22.3%, said they handled the increase of e-mails this holiday season by reporting the sender as a spammer to their ISPs. However, this figure is down from 26.6% in 2006 and 33.6% in 2005.Still, 13.9% said they typically use the “report spam” button when they no longer want e-mail from a company, while a healthy 26.2% said they use the marketer’s unsubscribe button.Also, 45.6% said they simply deleted the additional e-mails and 41% said the increase had no impact on their regular e-mail habits, according to Return Path.Moreover, 24.8% said they simply unsubscribed from the excess e-mails in 2007, compared to 24.1% in 2006 and 30.5% in 2005, according to Return Path.
  • APK: Focus on All things marketing THEN Email

Stop Tweeting...Start Executing - Part 1 by Aaron Kahlow Presentation Transcript

  • 1. Understanding Social Media
    Stop Tweeting, Start Doing
  • 2. What We Will Cover
    Understand the Customer
    Define Your Challenges
    Solve the Problem
  • 3. Who I Am
    Aaron Kahlow, Founder, CEO of Online Marketing Connect
    Published in BusinessWeek, ClickZ, BtoB Magazine…
    Worked with leading brands like: Chevron, Cisco, Kimberly-Clark, Tyco…
    Online Marketing Summit, www.OnlineMarketingSummit.com
    founded 4 years ago to provide best education event
    Online Marketing Institute, http://Institute.OnlineMarketingConnect.com
    to formalize education process, “Essentials of Online Marketing” Certification
    Online Marketing for Marketers Blog, http://blog.OnlineMarketingConnect.com/
    Passion is Education in Online Marketing
  • 4. Situation: Forces of Change Are at Work
  • 5. Do I need to spell out the Economic ? How about the Media?
  • 6. Focus on Behavior as it relates to Online … so let’s look at our own (or Peers)
  • 7. Many Start by thinking this…
  • 8. But, They really look like this..
  • 9. So they resort to this…
  • 10. And this…
  • 11. Because Online World Feels like this…
  • 12. So, it’s just easier to do this…
  • 13. When we really need to do this!
  • 14. Online MarketingThe Paradigm of Pulling it All togetherChanging Your Behavior & Understanding Your Customer
  • 15. Start: Change by Behavior (Not Opinion)
    What is Preferred/Most Used communication?
    Where do most First Meeting and Impressions Happen?
    How do you conduct business primarily?
    Where do you go when looking for product to buy first?
  • 16. Changed the World, not just Business..
    Human Behavior Shift
    Communication Expectations Change
    Research & Buying Preferences
    Company Prioritization of Resources to Match Customer Pre & Post Sale Needs
  • 17. Social Media:
    Start the Conversation
  • 18. What is Social Media?
    Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.
    A few prominent examples of social media applications are Wikipedia (reference), MySpace (social networking), YouTube (video sharing), Second Life (virtual reality), Digg (news sharing), Flickr (photo sharing) and Miniclip (game sharing). These sites typically use technologies such as blogs, message boards, podcasts, wikis, and vlogs to allow users to interact.
  • 19. Characteristics
    Web is the Platform
    Collaboration is the method
    Simple: Point, Click, Publish
    Syndication, Ubiquitous and Immediate
  • 20. From the Beginning of time…
    Word of Mouth
    42.6% Top Sales influencers
    Viral Marketing (online)
    Bulletin Boards of 1995
  • 21. What about Now: Top Influencers…
    Internet 39%
    TV 18%
    Radio 12%
    Magazine 3%
    Newspaper 2%
  • 22. One way vs. Two Way
  • 23. Way we Do Business Changed Forever
    Not about the Brand Push
    Never been about best product?
    Handshake rarely happens first ..
    Emotional Brand Experience
    Ease of use and self ownership
    Interaction online will be first touch
  • 24. Who is the Social Customer
    Active & Passive
    Loyal vs. Advocate
    Consumer or Contributor
  • 25. Breakdown of Social Customers
    * Source: Forrester Benchmark Survey
  • 26. Who’s The Social Customer
    What do they Say?
    I want to have a say
    I want to know when something is wrong
    I want to help shape things I find useful
    Don’t want to talk to salesperson
    Want to buy things on my schedule
    I want to tell you when you are screwing up
    I want to do business with Transparent Companies
    * Chris Carfi Blog
  • 27. Time Spent in Week
  • 28. So how does this compare with Marketing Spend?
  • 29. Maslow’s Hierarchy of Needs
    Then
    Now…
    IM
    Blackberry
    Phone & Laptop
    Facebook
  • 30. How does it apply to my Business?
  • 31. What are we doing….?
    While 56% of marketers say they are members of online social communities, only 38% are members of business-related networks online,
    It found that 69% of executives feel social media networks are not important, while 31% indicated they are somewhat to extremely important.
    Nearly half (48%) of search marketers place content on social networking sites such as MySpace and YouTube, according to a new survey by
  • 32. Business of Social Media
    64% Joint Online & Offline experience for meaningful engagement
    84% have not started mapping out touch points
    95% personalized experience essential
    But, 37% not doing any personalization
    32% of business “Fully” Engaged in Web 2.0 Strategy
    * BPT Partners & Information Week
    Competitive Advantage?
  • 33. What are you afraid of…?
    How do I respond to that on our Blog?
    @!%#*
  • 34. Business applications of Social Media
    Blogs
    Forums
    Communities
    Video Sharing
    Wiki’s
  • 35. Blogs
    A blog is a user-generated website where entries are made in journal style and displayed in a reverse chronological order.
    Examples of Success:
    iLounge
    HackingNetflix
    StarbucksGossip
  • 36. Forums
    An Internet forum is a facility on the World Wide Web for holding discussions and posting user generated content, or the web application software used to provide this facility.
    Success Example:
    ItToolBox
  • 37. Community (Social Networks)
    A social network is a social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of relations, such as financial exchange, friendship, hate, trade, web links, or airline routes.
    Success Examples:
    LinkedIn
  • 38. Wikis
    A wiki (IPA: [ˈwɪ.kiː] or [ˈwiː.kiː][1]) is a website that allows visitors to add, remove, edit and change content, typically without the need for registration. It also allows for linking among any number of pages. This ease of interaction and operation makes a wiki an effective tool for mass collaborative authoring.
    Example of Success:
    Wikipedia
  • 39. Video Sharing
    Video sharing refers to websites or software where a user can distribute their video clips. Some services may charge, but the bulk of them offer free services.
    Examples of Success
    YouTube.com
    vMix.com
  • 40. Twitter (everyone’s favorite)
    Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing
    Why are you doing it?
    Geeks Popularity Contest
    Marketing tool too (Guy Kawaski)
    List Building
    Selling discounts (Amazon, Southwest)
    Brand build
  • 41. Not All of these are for You!
  • 42. Ask Yourself
    Who is my audience?
    What do they want?
    Do we want to be part of the conversation?
    What is the objective of the Blog?
  • 43. Why Now? The Perfect Storm
    Web 2.0 Technologies
    Broadband Proliferation
    Online Adoption
  • 44. Why does it Matter?
    The conversation is happening; either you are a part of it or not (raising children)
    30% who read blog/post more likely to purchase
    80% who contribute more likely to purchase**
    **CoreMetrics, Web 2.0 Study
  • 45. Take it over Brad…