Stop the social media noise!

                          Can you grow
                          your business
             ...
Brian LeCount
Associate Director, Strategic Planning


                                   I Get Paid For: Delivering best-...
Founded:       1979

                                    Headquarters:     Cincinnati, Ohio



Employee Makeup:   250 (and...
clients
show of hands
• How many are actively managing at least one social network?

• How many have a blog?

• How many posts per...
2009    it
       used
       to be
        so
       easy
budgets are tight
              &
we’ve got to make some choices
first, some harsh realities
• 3,000 – 5,000 ad messages

• your customers don’t want more friends

• we’re looking for sol...
more
realities
marketers
aren’t yet
convinced
neither are
consumers
are we really surprised?
so why all the hype?
social media is great for...

                - sharing news
                - staying connected
                - buildin...
how much is too much?




        Thanks for sharing
are we solving our customers’
         problems?
does it make
an impact?




what?
you can measure social media
you can measure social media
you can measure social media
but what are we measuring?
  - Visits
  - Mentions
  - Conversations
  - Forwards
  - Diggs
  -Tweets


  what about
  con...
that’ll be 5,000 tweets
please.
the problem    Nobody wants
                  to join your
with social   social network.

  media               Really.
what’s so great about a blog?


       everybody searches!
aren’t they just filled with…
- Preachers
- Consultants
- Product reviewers
- Pontificators
- Soccer moms
- Citizen journa...
but...great business blogs…
•   Win the search

•   Solve customer
    problems

•   Deliver valuable
    information when...
why aren’t blogs
measured
effectively?
too many think blogging is an
     editorial exercise
corporate blogging is an acquisition
             strategy
the goals haven’t
    changed
ATTRACT
CULTIVATE
CLOSE
every effort.
every marketing decision.
every step you take.


must first improve your ability to
achieve these objectives...
let’s get focused

- HOW MANY RSS FEEDS CAN YOU DIGEST?
- HOW MANY TWEETS CAN YOU READ?
- HOW MANY TRUE RELATIONSHIPS CAN ...
social media should be in your
   toolbox, but prioritize it
blogging is about winning the search


- titles
- keywords
- recent content
- lots of content
- links
- relevancy
blogging is about winning the search


- titles
- keywords
- recent content
- lots of content
- links
- relevancy
blogging is about winning the search


- titles
- keywords
- recent content
- lots of content
- links
- relevancy
engage & convert




calls to action make it
measureable.
engage & convert




calls to action make it
measureable.
engage & convert




calls to action make it
measureable.
so...
tired
yet?
prioritize


the vast majority of your
audience finds the
solutions to their
problems via search.




                    ...
blog for search

- your customers are telling you what they need
- mobilize your teams to talk about the problems they sol...
blog for search

- be there when I’m looking for you
- introduce me, engage me
- solve my problem better than anyone else
...
2.7mm
  searches

if you sold toasters, where
would you look for buyers?
questions?

        Brian LeCount


        513.824.6245
b.lecount@bridgeworldwide.com


      Twitter: @blecount
   Faceb...
Stop The Social Media Noise: Can you grow your business faster with a blog?
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Stop The Social Media Noise: Can you grow your business faster with a blog?

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Social media marketing gurus tell you that you can’t ignore the chatter about your business, your brand and your industry. Social media has corporate marketers feeling the pressure to participate in and steer the conversation. We need to build credibility and become a thought leader, right?

But what’s so genuine, noteworthy, or even social about social media marketing? Status updates to people you hardly know? Networking via 140-character opinions? How many relationships can you truly manage before you’re just adding to the noise?

Businesses need to get found, engage and convert, and while growing in popularity, can social media marketing match a business blog when it comes to creating leads and customers?

In this presentation, I weigh the merits of social media marketing and blogging for business and try to help you prioritize your efforts for the best return on investment (ROI). That is what it's about, right?

Published in: Business, Technology

Stop The Social Media Noise: Can you grow your business faster with a blog?

  1. Stop the social media noise! Can you grow your business faster with a blog? October 20, 2009
  2. Brian LeCount Associate Director, Strategic Planning I Get Paid For: Delivering best-in-class digital marketing strategies that grow our clients’ businesses. Prior Life: Founded R.O.Why! Marketing, a Cincinnati strategic marketing agency; director of marketing at On Assignment (NASDAQ: ASGN); director of marketing at Computer Task Group (NASDAQ: CTGX); Marketing manager at a software development firm. Training: B.S. in Marketing & Management from the University of Cincinnati College of Business. 8 years client side, 7 years agency experience. Passions: Social media, blogging, 1:1 CRM, leveraging BIC digital across the customer conversation Other Tidbits: Social media director for the Cincinnati American Marketing Association; frequent opinionated speaker & writer.
  3. Founded: 1979 Headquarters: Cincinnati, Ohio Employee Makeup: 250 (and growing) people including Creative, Technology, Project Management, Research, Strategy, and Client Service Top 25 Best Small Companies to Work For in America (2006, 2007, 2008 & 2009) Part of WPP Group, the largest agency holding company in the world with 2,000 offices in 106 countries
  4. clients
  5. show of hands • How many are actively managing at least one social network? • How many have a blog? • How many posts per month?
  6. 2009 it used to be so easy
  7. budgets are tight & we’ve got to make some choices
  8. first, some harsh realities • 3,000 – 5,000 ad messages • your customers don’t want more friends • we’re looking for solutions [the] most credible source of information about a company is now “a person like me”, which has risen dramatically to surpass doctors & academic experts for the first time. 7th annual edelman trust barometer
  9. more realities
  10. marketers aren’t yet convinced
  11. neither are consumers
  12. are we really surprised?
  13. so why all the hype?
  14. social media is great for... - sharing news - staying connected - building networks - building relationships
  15. how much is too much? Thanks for sharing
  16. are we solving our customers’ problems?
  17. does it make an impact? what?
  18. you can measure social media
  19. you can measure social media
  20. you can measure social media
  21. but what are we measuring? - Visits - Mentions - Conversations - Forwards - Diggs -Tweets what about conversions?
  22. that’ll be 5,000 tweets please.
  23. the problem Nobody wants to join your with social social network. media Really.
  24. what’s so great about a blog? everybody searches!
  25. aren’t they just filled with… - Preachers - Consultants - Product reviewers - Pontificators - Soccer moms - Citizen journalists - Armchair quarterbacks Um….yeah.
  26. but...great business blogs… • Win the search • Solve customer problems • Deliver valuable information when I need it most
  27. why aren’t blogs measured effectively?
  28. too many think blogging is an editorial exercise
  29. corporate blogging is an acquisition strategy
  30. the goals haven’t changed
  31. ATTRACT
  32. CULTIVATE
  33. CLOSE
  34. every effort. every marketing decision. every step you take. must first improve your ability to achieve these objectives attract cultivate close
  35. let’s get focused - HOW MANY RSS FEEDS CAN YOU DIGEST? - HOW MANY TWEETS CAN YOU READ? - HOW MANY TRUE RELATIONSHIPS CAN YOU MANAGE? is social media feeding you customers or is it simply feeding your inbox?
  36. social media should be in your toolbox, but prioritize it
  37. blogging is about winning the search - titles - keywords - recent content - lots of content - links - relevancy
  38. blogging is about winning the search - titles - keywords - recent content - lots of content - links - relevancy
  39. blogging is about winning the search - titles - keywords - recent content - lots of content - links - relevancy
  40. engage & convert calls to action make it measureable.
  41. engage & convert calls to action make it measureable.
  42. engage & convert calls to action make it measureable.
  43. so...
  44. tired yet?
  45. prioritize the vast majority of your audience finds the solutions to their problems via search. Image property of Compendium Blogware
  46. blog for search - your customers are telling you what they need - mobilize your teams to talk about the problems they solve everyday - organize your content around what your customers are looking for - serve them relevant content & meaningful calls to action
  47. blog for search - be there when I’m looking for you - introduce me, engage me - solve my problem better than anyone else - if you do this well, maybe I’ll friend you on facebook - if you deliver a great experience, I’ll talk about it on Twitter
  48. 2.7mm searches if you sold toasters, where would you look for buyers?
  49. questions? Brian LeCount 513.824.6245 b.lecount@bridgeworldwide.com Twitter: @blecount Facebook: BrianLeCount LinkedIn: BrianLeCount

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