Understanding Social Media <br />Stop Tweeting, Start Doing <br />
What We Will Cover<br />Understand the Customer<br />Define Your Challenges<br />Solve the Problem<br />
Who I Am<br />Aaron Kahlow, Founder, CEO of Online Marketing Connect<br />Published in BusinessWeek, ClickZ, BtoB Magazine...
Situation: Forces of Change Are at Work <br />
Do I need to spell out the Economic ? How about the Media?<br />
Focus on Behavior  as it relates to Online … so let’s look at our own (or Peers)<br />
 Many Start by thinking this… <br />
But, They really look like this..<br />
So they resort to this…<br />
And this…<br />
Because Online World Feels like this… <br />
So, it’s just easier to do this…<br />
When we really need to do this!<br />
Online MarketingThe Paradigm of Pulling it All togetherChanging Your Behavior & Understanding Your Customer <br />
Start: Change by Behavior (Not Opinion)<br />What is Preferred/Most Used communication?<br />Where do most First Meeting a...
Changed the World, not just Business..  <br />Human Behavior Shift<br />Communication Expectations Change  <br />Research ...
Social Media:<br />Start the Conversation<br />
What is Social Media?<br />Social media describes the online technologies and practices that people use to share opinions,...
Characteristics<br />Web is the Platform<br />Collaboration is the method<br />Simple: Point, Click, Publish<br />Syndicat...
From the Beginning of time… <br />Word of Mouth<br />42.6% Top Sales influencers<br />Viral Marketing (online)<br />Bullet...
What about Now: Top Influencers… <br />Internet 39%<br />TV 18%<br />Radio 12%<br />Magazine 3%<br />Newspaper 2% <br />
One way vs. Two Way <br />
Way we Do Business Changed Forever <br />Not about the Brand Push <br />Never been about best product?<br />Handshake rare...
Who is the Social Customer<br />Active & Passive<br />Loyal vs. Advocate<br />Consumer or Contributor <br />
Breakdown of Social Customers<br />* Source: Forrester Benchmark Survey <br />
Who’s The Social Customer<br />What do they Say?<br />I want to have a say<br />I want to know when something is wrong <br...
Time Spent in Week<br />
So how does this compare with Marketing Spend?<br />
Maslow’s Hierarchy of Needs <br />Then<br />Now…<br />     IM<br />   Blackberry<br />            Phone & Laptop<br />Face...
How does it apply to my Business?<br />
What are we doing….?<br />While 56% of marketers say they are members of online social communities, only 38% are members o...
Business of Social Media<br />64% Joint Online & Offline experience for meaningful engagement<br />84% have not started ma...
What are you afraid of…?<br />How do I respond to that on our Blog?<br />@!%#*<br />
Business applications of Social Media<br />Blogs<br />Forums<br />Communities<br />Video Sharing<br />Wiki’s<br />
Blogs<br />A blog is a user-generated website where entries are made in journal style and displayed in a reverse chronolog...
Forums<br />An Internet forum is a facility on the World Wide Web for holding discussions and posting user generated conte...
Community (Social Networks)<br />A social network is a social structure made of nodes (which are generally individuals or ...
Wikis<br />A wiki (IPA: [ˈwɪ.kiː] or [ˈwiː.kiː][1]) is a website that allows visitors to add, remove, edit and change cont...
Video Sharing<br />Video sharing refers to websites or software where a user can distribute their video clips. Some servic...
Twitter (everyone’s favorite) <br />Twitter is a service for friends, family, and co–workers to communicate and stay conne...
Not All of these are for You!<br />
Ask Yourself<br />Who is my audience?<br />What do they want?<br />Do we want to be part of the conversation?<br />What is...
Why Now?  The Perfect Storm<br />Web 2.0 Technologies <br />Broadband Proliferation<br />Online Adoption <br />
Why does it Matter?<br />The conversation is happening; either you are a part of it or not (raising children)<br />30% who...
Take it over Brad… <br />
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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"

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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

    1. 1. Understanding Social Media <br />Stop Tweeting, Start Doing <br />
    2. 2. What We Will Cover<br />Understand the Customer<br />Define Your Challenges<br />Solve the Problem<br />
    3. 3. Who I Am<br />Aaron Kahlow, Founder, CEO of Online Marketing Connect<br />Published in BusinessWeek, ClickZ, BtoB Magazine… <br />Worked with leading brands like: Chevron, Cisco, Kimberly-Clark, Tyco… <br />Online Marketing Summit, www.OnlineMarketingSummit.com<br /> founded 4 years ago to provide best education event<br />Online Marketing Institute, http://Institute.OnlineMarketingConnect.com<br /> to formalize education process, “Essentials of Online Marketing” Certification<br />Online Marketing for Marketers Blog, http://blog.OnlineMarketingConnect.com/<br />Passion is Education in Online Marketing <br />
    4. 4. Situation: Forces of Change Are at Work <br />
    5. 5. Do I need to spell out the Economic ? How about the Media?<br />
    6. 6. Focus on Behavior as it relates to Online … so let’s look at our own (or Peers)<br />
    7. 7. Many Start by thinking this… <br />
    8. 8. But, They really look like this..<br />
    9. 9. So they resort to this…<br />
    10. 10. And this…<br />
    11. 11. Because Online World Feels like this… <br />
    12. 12. So, it’s just easier to do this…<br />
    13. 13. When we really need to do this!<br />
    14. 14. Online MarketingThe Paradigm of Pulling it All togetherChanging Your Behavior & Understanding Your Customer <br />
    15. 15. Start: Change by Behavior (Not Opinion)<br />What is Preferred/Most Used communication?<br />Where do most First Meeting and Impressions Happen?<br />How do you conduct business primarily?<br />Where do you go when looking for product to buy first?<br />
    16. 16. Changed the World, not just Business.. <br />Human Behavior Shift<br />Communication Expectations Change <br />Research & Buying Preferences<br />Company Prioritization of Resources to Match Customer Pre & Post Sale Needs <br />
    17. 17. Social Media:<br />Start the Conversation<br />
    18. 18. What is Social Media?<br />Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.<br />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.<br />
    19. 19. Characteristics<br />Web is the Platform<br />Collaboration is the method<br />Simple: Point, Click, Publish<br />Syndication, Ubiquitous and Immediate<br />
    20. 20. From the Beginning of time… <br />Word of Mouth<br />42.6% Top Sales influencers<br />Viral Marketing (online)<br />Bulletin Boards of 1995 <br />
    21. 21. What about Now: Top Influencers… <br />Internet 39%<br />TV 18%<br />Radio 12%<br />Magazine 3%<br />Newspaper 2% <br />
    22. 22. One way vs. Two Way <br />
    23. 23. Way we Do Business Changed Forever <br />Not about the Brand Push <br />Never been about best product?<br />Handshake rarely happens first ..<br />Emotional Brand Experience<br />Ease of use and self ownership<br />Interaction online will be first touch<br />
    24. 24. Who is the Social Customer<br />Active & Passive<br />Loyal vs. Advocate<br />Consumer or Contributor <br />
    25. 25. Breakdown of Social Customers<br />* Source: Forrester Benchmark Survey <br />
    26. 26. Who’s The Social Customer<br />What do they Say?<br />I want to have a say<br />I want to know when something is wrong <br />I want to help shape things I find useful<br />Don’t want to talk to salesperson<br />Want to buy things on my schedule<br />I want to tell you when you are screwing up<br />I want to do business with Transparent Companies <br />* Chris Carfi Blog<br />
    27. 27. Time Spent in Week<br />
    28. 28. So how does this compare with Marketing Spend?<br />
    29. 29. Maslow’s Hierarchy of Needs <br />Then<br />Now…<br /> IM<br /> Blackberry<br /> Phone & Laptop<br />Facebook<br />
    30. 30. How does it apply to my Business?<br />
    31. 31. What are we doing….?<br />While 56% of marketers say they are members of online social communities, only 38% are members of business-related networks online, <br />It found that 69% of executives feel social media networks are not important, while 31% indicated they are somewhat to extremely important. <br />Nearly half (48%) of search marketers place content on social networking sites such as MySpace and YouTube, according to a new survey by <br />
    32. 32. Business of Social Media<br />64% Joint Online & Offline experience for meaningful engagement<br />84% have not started mapping out touch points<br />95% personalized experience essential <br />But, 37% not doing any personalization <br />32% of business “Fully” Engaged in Web 2.0 Strategy<br />* BPT Partners & Information Week <br />Competitive Advantage? <br />
    33. 33. What are you afraid of…?<br />How do I respond to that on our Blog?<br />@!%#*<br />
    34. 34. Business applications of Social Media<br />Blogs<br />Forums<br />Communities<br />Video Sharing<br />Wiki’s<br />
    35. 35. Blogs<br />A blog is a user-generated website where entries are made in journal style and displayed in a reverse chronological order.<br />Examples of Success:<br />iLounge<br />HackingNetflix<br />StarbucksGossip<br />
    36. 36. Forums<br />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. <br />Success Example:<br />ItToolBox<br />
    37. 37. Community (Social Networks)<br />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. <br />Success Examples:<br />LinkedIn<br />
    38. 38. Wikis<br />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. <br />Example of Success:<br />Wikipedia<br />
    39. 39. Video Sharing<br />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.<br />Examples of Success<br />YouTube.com<br />vMix.com<br />
    40. 40. Twitter (everyone’s favorite) <br />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<br />Why are you doing it?<br />Geeks Popularity Contest <br />Marketing tool too (Guy Kawaski) <br />List Building<br />Selling discounts (Amazon, Southwest)<br />Brand build <br />
    41. 41. Not All of these are for You!<br />
    42. 42. Ask Yourself<br />Who is my audience?<br />What do they want?<br />Do we want to be part of the conversation?<br />What is the objective of the Blog?<br />
    43. 43. Why Now? The Perfect Storm<br />Web 2.0 Technologies <br />Broadband Proliferation<br />Online Adoption <br />
    44. 44. Why does it Matter?<br />The conversation is happening; either you are a part of it or not (raising children)<br />30% who read blog/post more likely to purchase<br />80% who contribute more likely to purchase**<br />**CoreMetrics, Web 2.0 Study<br />
    45. 45. Take it over Brad… <br />

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