Senior Financial Planners Retreat

           Wilson Zehr
      wzehr@cu-portland.edu

Strategic Marketing with Social Med...
School of Management


What i Marketing?
Wh t is M k ti ?


                       Ads?                                Eve...
School of Management


Strategic M k ti Model
St t i Marketing M d l
                       Yes, all that and more…

     ...
School of Management


Promotion: Drives G
P    ti    D i    Growth
                      th




   Nov 12, 2009        Se...
School of Management


Promotion: M k ti Mi Ch i
P    ti    Marketing Mix Choices
             Offline                    ...
School of Management


Promotion: S l ti C it i
P    ti    Selection Criteria




                                        ...
School of Management


Internet Audience: D
I t    t A di      Demographics
                           hi




            ...
School of Management


Internet Audience: Di it l Di id
I t    t A di      Digital Divide




   Nov 12, 2009        Senio...
School of Management


Internet Audience: A ti it F
I t    t A di      Activity Frequency




   Nov 12, 2009        Senio...
School of Management


Internet Audience: High Speed Access
I t    t A di      Hi h S   dA




   Nov 12, 2009        Seni...
School of Management


Online P ’
O li Pro’s & C ’
             Con’s
       Strengths
            g                      ...
School of Management


Step O
St One: Get O li
        G t Online
 • Determine Goal(s)
    • Build credibility
         i ...
School of Management


Step O
St One: Get O li
        G t Online
         “Build It and They Will Come”




             ...
School of Management


Step T
St Two: Get Found
        G tF    d
                  Search Engine Factoids




           ...
School of Management


Step T
St Two: Get Found
        G tF    d
                   How Search Engines Work




         ...
School of Management


Step T
St Two: Get Found
        G tF    d



                                                     ...
School of Management


Step T
St Two: Get Found
        G tF    d
               Search Engine Marketing (SEM)
 • Search E...
School of Management


Step Th
St Three: Create a Buzz
          C t B
                                          Email Mar...
School of Management


Step Th
St Three: Create a Buzz
          C t B
                           Obstacle: Growth of Spam...
School of Management


Step Th
St Three: Create a Buzz
          C t B
                    Spam Filters Reduce Deliverabil...
School of Management


Step Th
St Three: Create a Buzz
          C t B
                               Email newsletter



...
School of Management


Step Th
St Three: Create a Buzz
          C t B
                               Why Should You Care?...
School of Management


Step Th
St Three: Create a Buzz
          C t B
              Direct Response “Rules of Thumb”
    ...
School of Management


Step Th
St Three: Create a Buzz
          C t B
                        Viral Marketing
 • Word-of-...
School of Management


Step Th
St Three: Create a Buzz
          C t B
                       What is Viral Content?


   ...
School of Management


Step Th
St Three: Create a Buzz
          C t B
Fast Forward to
Social M di
S i l Media




   Nov ...
School of Management


Step Th
St Three: Create a Buzz
          C t B
                           Social Media
 • 1,000’s ...
School of Management


Step Th
St Three: Create a Buzz
          C t B




   Nov 12, 2009        Senior Financial Planner...
School of Management


Step Th
St Three: Create a Buzz
          C t B
Social Media
Business
B i




   www.eMarketer.com
...
School of Management


Step Th
St Three: Create a Buzz
          C t B
  Creators
                                        ...
Nov 12, 2009                      Senior Financial Planners Retreat   Slide 31
June 11, 2007, Inside Innovation, BusinessW...
The Nielsen Company, 2009
  Nov 12, 2009              Senior Financial Planners Retreat   Slide 32
School of Management


Step Th
St Three: Create a Buzz
          C t B
Content Sharing

  Web sites, news articles, whitep...
School of Management


Step Th
St Three: Create a Buzz
          C t B
Social Bookmarking – Top 10




   Nov 12, 2009    ...
School of Management


Step Th
St Three: Create a Buzz
          C t B
Social Bookmarking – Top 10




   Nov 12, 2009    ...
School of Management


Step Th
St Three: Create a Buzz
          C t B
Blogs – Top 10




   Nov 12, 2009        Senior Fi...
School of Management


Step Th
St Three: Create a Buzz
          C t B
Blogs – Top 10




   Nov 12, 2009        Senior Fi...
School of Management


Socially Vi l “Get Found” R Vi it d
S i ll Viral: “G t F   d” Re-Visited



    email
       il
   ...
School of Management


Step Th
St Three: Create a Buzz
          C t B
                               Email alert




link...
School of Management


Socially Vi l Example
S i ll Viral: E    l




   Nov 12, 2009        Senior Financial Planners Ret...
School of Management


Step Th
St Three: Create a Buzz
          C t B
Social Media – Join the Conversation
• Setup Facebo...
School of Management


Summary
S
• Effective Marketing Starts with a “Strategy”
                                     Strat...
School of Management


 BIO
                         Wilson serves on the faculty for the School of Management at Concordi...
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Social Networking - Nov 10 2009

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This presentation on social media was prepared for the Senior Financial Planners Retreat in November 2009. We develop the topic of social media within the Strategic Marketing Framework and combine with other important online tools. The objective is to illustrate how these elements fit together and provide an "actionable" framework. This presentation was followed by a more detailed piece that outlines the specific workings of each (popular) social media tool.

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Social Networking - Nov 10 2009

  1. 1. Senior Financial Planners Retreat Wilson Zehr wzehr@cu-portland.edu Strategic Marketing with Social Media November 12, 2009
  2. 2. School of Management What i Marketing? Wh t is M k ti ? Ads? Events? Press? Sales? Nov 12, 2009 Senior Financial Planners Retreat Slide 2
  3. 3. School of Management Strategic M k ti Model St t i Marketing M d l Yes, all that and more… Big M little m Nov 12, 2009 Senior Financial Planners Retreat Slide 3
  4. 4. School of Management Promotion: Drives G P ti D i Growth th Nov 12, 2009 Senior Financial Planners Retreat Slide 4
  5. 5. School of Management Promotion: M k ti Mi Ch i P ti Marketing Mix Choices Offline Online radio telesales television website email newsletter magazine i promotion tradeshow viral i l discount infomercial webinar events affiliates coupons wiki banner outdoor td PLUS blogs direct yellow MORE social mail pages press media portal release word-of-mouth public directory sports relations search auction marketing newspaper e g e engine articles Nov 12, 2009 Senior Financial Planners Retreat Slide 5
  6. 6. School of Management Promotion: S l ti C it i P ti Selection Criteria B to G B to C B to B Understand Customer & Buying Behavior Nov 12, 2009 Senior Financial Planners Retreat Slide 6
  7. 7. School of Management Internet Audience: D I t t A di Demographics hi 8/22/2008 Nov 12, 2009 Senior Financial Planners Retreat Slide 7
  8. 8. School of Management Internet Audience: Di it l Di id I t t A di Digital Divide Nov 12, 2009 Senior Financial Planners Retreat Slide 8
  9. 9. School of Management Internet Audience: A ti it F I t t A di Activity Frequency Nov 12, 2009 Senior Financial Planners Retreat Slide 9
  10. 10. School of Management Internet Audience: High Speed Access I t t A di Hi h S dA Nov 12, 2009 Senior Financial Planners Retreat Slide 10
  11. 11. School of Management Online P ’ O li Pro’s & C ’ Con’s Strengths g Limitations • Global Reach • Global Competition • Content Rich • Penetration Rate • Interactive • Passive Medium • Immediate • T Targeting Ability ti Abilit • Always On • Connection Required • Cli k t B Click-to-Buy • Offli Offline C Convergence Nov 12, 2009 Senior Financial Planners Retreat Slide 11
  12. 12. School of Management Step O St One: Get O li G t Online • Determine Goal(s) • Build credibility i i ii • Generate leads • Capture online sales • Integrate operations • Establish Budget • Select Website Solution • Listing (e.g. online yellow pages) • I t it ( Insta-site (e.g. h homestead.com) t d ) • Custom development Goal(s) B d t Sh ld D i S l ti G l( ) & Budget Should Drive Selection Nov 12, 2009 Senior Financial Planners Retreat Slide 12
  13. 13. School of Management Step O St One: Get O li G t Online “Build It and They Will Come” Well, Not Really… Nov 12, 2009 Senior Financial Planners Retreat Slide 13
  14. 14. School of Management Step T St Two: Get Found G tF d Search Engine Factoids 91.3% 91 3% Search is used by over 90% of Internet users Nov 12, 2009 Senior Financial Planners Retreat Slide 14
  15. 15. School of Management Step T St Two: Get Found G tF d How Search Engines Work Internet search query Nov 12, 2009 Senior Financial Planners Retreat Slide 15
  16. 16. School of Management Step T St Two: Get Found G tF d Organic O i Listings Paid Listings Nov 12, 2009 Senior Financial Planners Retreat Slide 16
  17. 17. School of Management Step T St Two: Get Found G tF d Search Engine Marketing (SEM) • Search Engine Optimization (SEO) Organic • Research & select keywords Listings • Optimize website content • Cultivate inbound links • Pay-Per-Click (PPC) Pay Per Click Paid • Urgent rank required Listings • SEO takes time • Site age is a factor • Keyword is too broad for organic • Important keywords we can’t optimize Nov 12, 2009 Senior Financial Planners Retreat Slide 17
  18. 18. School of Management Step Th St Three: Create a Buzz C t B Email Marketing • 134 billion messages per day (2009a) • First “killer” online application ( pp (1971b) • Single most popular online tool (96% users c) • Communication fabric for social media • Well understood and accepted • Active when used online The Original “Online” Social Media a McAfee, Threat Report, Q1 2009 b Hobbes Hobbes' Internet Timeline (http://www zakon org/robert/internet/timeline/) (http://www.zakon.org/robert/internet/timeline/) c University Southern California, 2008 Digital Future Report (http://www.digitalcenter.org) Nov 12, 2009 Senior Financial Planners Retreat Slide 18
  19. 19. School of Management Step Th St Three: Create a Buzz C t B Obstacle: Growth of Spam Unsolicited Email (SPAM) Regulated by CAN-SPAM Source: McAfee, Threat Report, Q1 2009 Nov 12, 2009 Senior Financial Planners Retreat Slide 19
  20. 20. School of Management Step Th St Three: Create a Buzz C t B Spam Filters Reduce Deliverability 26.7% of legitimate commercial email is not delivered g Return Path (2009) Nov 12, 2009 Senior Financial Planners Retreat Slide 20
  21. 21. School of Management Step Th St Three: Create a Buzz C t B Email newsletter links to content content lives on web site Nov 12, 2009 Senior Financial Planners Retreat Slide 21
  22. 22. School of Management Step Th St Three: Create a Buzz C t B Why Should You Care? • Effective When Used Correctly • ROI of $43.62 for every $1.00 a • Ranks 2nd in conversions behind SEO b d • 80.4% say email performs strongly c • Ingredients for Success g • Do Not use for (cold) prospecting • Build rapport with existing customers • Assure recipients “opt-in” opt-in • Use reputable service a Direct Marketing Association, 2009 b Forbes Media, Feb-Mar F b M di F b M 2009 c Datran Media, Annual Marketing & Media Survey, 2009 Nov 12, 2009 Senior Financial Planners Retreat Slide 22
  23. 23. School of Management Step Th St Three: Create a Buzz C t B Direct Response “Rules of Thumb” p The Offer (20%) ( ) The List (70%) Creative (10%) Nov 12, 2009 Senior Financial Planners Retreat Slide 23
  24. 24. School of Management Step Th St Three: Create a Buzz C t B Viral Marketing • Word-of-mouth on Steroids • Coined by Tim Draper (www.dfj.com) • Technique used to launch Hotmail • 12 million users; 1.5 years; $500K investment • Simple link allowing others to subscribe • Content spreads virally on the Internet • Content continues to circulate • Drive traffic and conversions Nov 12, 2009 Senior Financial Planners Retreat Slide 24
  25. 25. School of Management Step Th St Three: Create a Buzz C t B What is Viral Content? Video Audio Games Tools “Anything” That is Valuable & Unique to Recipient “A thi ” Th t i V l bl U i t R i i t Nov 12, 2009 Senior Financial Planners Retreat Slide 25
  26. 26. School of Management Step Th St Three: Create a Buzz C t B Fast Forward to Social M di S i l Media Nov 12, 2009 Senior Financial Planners Retreat Slide 26
  27. 27. School of Management Step Th St Three: Create a Buzz C t B Social Media • 1,000’s of Options • Consumer • Facebook/MySpace • YouTube • Twitter • Business • LinkedIn • RSS/blogs • SlideShare Nov 12, 2009 Senior Financial Planners Retreat Slide 27
  28. 28. School of Management Step Th St Three: Create a Buzz C t B Nov 12, 2009 Senior Financial Planners Retreat Slide 28
  29. 29. School of Management Step Th St Three: Create a Buzz C t B Social Media Business B i www.eMarketer.com Source: Deloitte, “2009 Ethics & Workplace Survey”, Opinion Research, May 19, 2009 Nov 12, 2009 Senior Financial Planners Retreat Slide 29
  30. 30. School of Management Step Th St Three: Create a Buzz C t B Creators Creators Critics Critics Collectors Collectors Joiners Joiners Spectators Spectators Inactives I ti Inactives Nov 12, 2009 Senior Financial Planners Retreat Slide 30
  31. 31. Nov 12, 2009 Senior Financial Planners Retreat Slide 31 June 11, 2007, Inside Innovation, BusinessWeek
  32. 32. The Nielsen Company, 2009 Nov 12, 2009 Senior Financial Planners Retreat Slide 32
  33. 33. School of Management Step Th St Three: Create a Buzz C t B Content Sharing Web sites, news articles, whitepapers… Nov 12, 2009 Senior Financial Planners Retreat Slide 33
  34. 34. School of Management Step Th St Three: Create a Buzz C t B Social Bookmarking – Top 10 Nov 12, 2009 Senior Financial Planners Retreat Slide 34
  35. 35. School of Management Step Th St Three: Create a Buzz C t B Social Bookmarking – Top 10 Nov 12, 2009 Senior Financial Planners Retreat Slide 35
  36. 36. School of Management Step Th St Three: Create a Buzz C t B Blogs – Top 10 Nov 12, 2009 Senior Financial Planners Retreat Slide 36
  37. 37. School of Management Step Th St Three: Create a Buzz C t B Blogs – Top 10 Nov 12, 2009 Senior Financial Planners Retreat Slide 37
  38. 38. School of Management Socially Vi l “Get Found” R Vi it d S i ll Viral: “G t F d” Re-Visited email il viral relevant content Organic back links Listings social The Gifts That Keep on Giving! Nov 12, 2009 Senior Financial Planners Retreat Slide 38
  39. 39. School of Management Step Th St Three: Create a Buzz C t B Email alert links t li k to content t t content lives in LinkedIn Nov 12, 2009 Senior Financial Planners Retreat Slide 39
  40. 40. School of Management Socially Vi l Example S i ll Viral: E l Nov 12, 2009 Senior Financial Planners Retreat Slide 40
  41. 41. School of Management Step Th St Three: Create a Buzz C t B Social Media – Join the Conversation • Setup Facebook account • Complete your profile • Import personal contacts • Invite Friends • Setup a LinkedIn account • CComplete your profile l t fil • Import business contacts • Send invitations to connect • Setup Twitter and follow someone • Setup my.yahoo.com (add personalization/RSS) • Visit YouTube SlideShare, & StumbleUpon YouTube, SlideShare Nov 12, 2009 Senior Financial Planners Retreat Slide 41
  42. 42. School of Management Summary S • Effective Marketing Starts with a “Strategy” Strategy • Match Marketing “Mix” to Prospect/Buying Behavior • Integrate Offline/Online Promotions g / • Online Promotions Reach Affluent/Educated Audience • Get Online • Get Found • Create a Buzz • Build Exposure & Increase ROI Live Long & Prosper ONLINE Nov 12, 2009 Senior Financial Planners Retreat Slide 42
  43. 43. School of Management BIO Wilson serves on the faculty for the School of Management at Concordia University, Portland, Oregon (www.cu-portland.edu). In addition, Wilson y, , g ( p ) , is the CEO of Cendix (www.cendix.com) the leading provider of Web-to- print solutions that increase sales both online and offline. Cendix also provides strategic and tactical marketing consulting services for emerging g growth companies in the Pacific Northwest. p Wilson Zehr has 25 years experience in high technology and telecom – Wilson Zehr over a decade of experience working with Internet-related products and wilson@cu-portland.com services. He has created numerous new products/brands and successfully wilson@cendix.com wilson@cendix com brought them to market. In addition, he has crafted and managed strategic market addition alliances with many (20+) of the largest technology and communications firms in the world. Mr. Zehr is a serial entrepreneur who has raised over $60 million from investors; returned over $160 million; and bought/sold a number of enterprises enterprises. More detailed background information on Wilson can be found at http://www.cendix.com/about/management.html Nov 12, 2009 Senior Financial Planners Retreat Slide 43
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