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Creating Remarkable Social Conversations for Your Connected Customers


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Learn more about creating remarkable (and profitable!) social conversations for your connected customers by emailing carla at

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Creating Remarkable Social Conversations for Your Connected Customers

  1. 1. Creating RemarkableSocial Conversations for Your Connected Customers<br />Carla Gates<br /><br />@CarlaGates247<br />
  2. 2. Something happened to consumers during the past 10 years…<br />1<br />
  3. 3. “FINANCIAL CRISES CREATE PARADIGM SHIFTS”<br />(Rachel Botsman, Collaborative Consumption)<br />“CONSUMERS ARE INCREASINGLY POWERFUL AND UNPREDICTABLE”( John Gerzema, Spend Shift)<br />“Brands, which for so long told their story with the massive voice of one-way advertising, now find consumer conversations about their products are happening in big, public, uncontrolled ways”(Steven Rosenbaum, Curation Nation)<br />2<br />
  4. 4. “FARMERS MARKETS AND FACEBOOK FEED THE SOCIAL SELF WHICH HAS BEEN NUMBED BY AN AGE OF MASSIVE INDIVIDUALISM” (Rachel Botsman, Collaborative Consumption)<br />“your potential customers are educating themselves By researching purchases online before they make them. 3 out of 5 of them are using search engines first”(Ann Handley & CC Chapman, Content Rules)<br />3<br />
  5. 5. What drivers are behind this consumer shift?<br />COST CONCERNS / THE ECONOMY<br />ENVIRONMENTAL CONCERNS / DESIRE TO DO GOOD / BUY GOOD<br />RESURGENCE OF COMMUNITY<br />THE SPEED OF TECHNOLOGY<br />4<br />
  6. 6. “By not competing for attention, you’re absent from the hearts, minds, & buying decisions of your customers” (Brian solis, engage!)<br />ENGAGE YOUR CUSTOMERS AND IGNITE YOUR BUSINESS!<br />5<br />
  7. 7. The proof for Engagement (Social) marketing is in the numbers<br />6<br /> Look how far we’ve come in just 5 years: All ages use social network sites in increasing numbers!<br />
  8. 8. The proof for Engagement marketing is in the numbers<br />7<br />Social media and search are now a significant part of consumers’ purchase decisions.<br />
  9. 9. The proof for Engagement marketing is in the numbers<br />8<br />User Reviews (aka ‘user-generated content’) and Facebook lead to purchase decisions more frequently, with Youtube not far behind.<br />
  10. 10. Just a few more (ok, I love numbers!)…<br /><ul><li>78% of consumers trust peer recommendations, while only 14% trust advertisements [Source: KISSmetrics, 2010]
  11. 11. Websites with blogs get 55% more visitors. [Source: Hubspot, 2011]
  12. 12. Inbound-marketing-focused companies generate leads at a 62% lower cost than companies who focus on outbound marketing. [Source: Hubspot, 2011]
  13. 13. The value of a Facebook “share” = $14; a Facebook “like” = $8; a tweet = $5, and a Twitter “follow” = $2. [Source: Gross revenue per action by ChompOn, 2011]</li></ul>The proof for Engagement marketing is in the numbers<br />9<br />
  14. 14. AND NOW, CONTENT IS KEY TO SEARCH ENGINE FINDABILITY <br />10<br />FOR IMMEDIATE RELEASE <br />GOOGLE ANNOUNCES UPDATE IN SEARCH ALGORITHM<br />Rank Doesn't Matter; Reach Matters<br />(Mountain View, CA, January, 2011) With the latest release from Google, rank officially died as a metric to obsess over. It no longer matters if you rank in the top slot for a certain keyword, because Google is quickly scaling personalized and social search. This means a big part of getting traffic from search engines now is distributing great content through social media channels. Google is building off our inclination to trust a recommendation from our connections far more than that of Google search bots.<br />
  15. 15. Create a community.<br />Everybody wants a tribe. <br />The most successful email subject line EVER written (95% open rate)?“You are not alone.”<br />11<br />
  16. 16. Tell stories.<br />Create content. Start conversations.<br />12<br />
  17. 17. OK. I get it.So, exactly how do I do it?<br />13<br />
  18. 18. creating (or curating) and giving away original media content that doesn’t look like advertising but functions like advertising.<br />14<br />[Def.] Content Marketing aka Inbound Marketing aka Social Marketing<br />
  19. 19. Blog, tweet, facebook (yes, its now a verb), write customer success stories, white papers, ebooks, “behind-the-scene” interviews, surveys, backstories, email, newsletters, produce videos, webinars, podcasts, and livecasts. <br />15<br />
  20. 20. Content Marketing, Inbound marketing, Referrals, Trade Shows, Events, SEO, SEM, eBooks, Whitepapers, PR, Online ads, videos, direct email, viral campaigns, social media<br />Lead Gen<br />Marketing Campaigns<br />Marketing<br />Awareness<br />Lead Nurture<br />Interest<br />Content marketing, Case studies, white papers, videos, drip campaign emails, social media, newsletters, ebooks, webinars, classes<br />Evaluation<br />Commitment<br />Trials, demonstrations<br />Sales<br />Sale (Conversion) !<br />Repeat<br />Happy customers refer others<br />How Does It All Fit Together? The Marketing<br /> & Sales Funnel<br />©<br />16<br />
  21. 21. 17<br />KNOW<br />LIKE<br />{Brand}<br />TRUST<br /> BUY<br />So how do I get from content to conversion?<br />
  23. 23. 19<br />
  24. 24. Brand = authenticTalk as yourself. don’t talk about yourself.<br />20<br />
  25. 25. 21<br />
  26. 26. YOUR TRIBE DOESN’T WANT A LECTURE…THEY want to PULL UP A CHAIr.<br />22<br />
  27. 27. But, I’m getting ahead of myself. <br />23<br />
  28. 28. <ul><li>What’s your pitch (in 140 characters or less)?
  29. 29. What is your one thing?
  30. 30. Why are you doing this? (e.g., awareness, sales, loyalty?) Its best to focus on one.</li></ul>Develop a social marketing strategy<br />24<br />Want help with this? Email me at<br />
  31. 31. <ul><li>What are your measurable goals?
  32. 32. More visitors to your blog or online store?
  33. 33. More foot traffic to your brick-and-mortar store?
  34. 34. New loyalty program sign ups?
  35. 35. Blog, RSS and newsletter subscribers?
  36. 36. Active social network sharing?
  37. 37. Brand awareness in niche communities?
  38. 38. Sales via social media-only offers / coupons downloaded?
  39. 39. #Fans, follower, likes?
  40. 40. Other?</li></ul>Develop a social marketing strategy<br />25<br />Want help with this? Email me at<br />
  41. 41. <ul><li>What is your current relationship with your audience?
  42. 42. Nothing
  43. 43. Awareness but no action
  44. 44. Awareness, single action
  45. 45. Awareness, repeat actions
  46. 46. Advocates
  47. 47. How does your audience use social media? (Inactives, spectators, joiners, collectors, critics, creators –from The Forrester Social Technographics Ladder)
  48. 48. What are your keywords and your currentsearch engine status?
  49. 49. How will you be authentic?</li></ul>Develop a social marketing strategy<br />26<br />Want help with this? Email me at<br />
  50. 50. How do I measure social marketing?<br />27<br />
  51. 51. <ul><li>Look for inspiration for your blog posts everywhere – in what you read, in art, in nature, in your daily experiences, in pop culture, in people in your circle…
  52. 52. Write about your customers hopes and frustrations. Create rapport by making readers feel valued.
  53. 53. Picture your customers standing in front of you when you write.
  54. 54. Turn every blog post into a call to action.
  55. 55. For heaven sake, write compelling headlines. No, “check out my new blog post!”. It all about driving action in a few words.
  56. 56. Two tools you MUST use: URL shorteners and great photos.</li></ul>Want more tips? I have tons of frame-breaking ideas to get your social marketing efforts buzzing. Email me at<br />CARLA’S FAVORITE tips FOR SOCIAL MARKETING<br />28<br />
  57. 57. what’s next?<br />29<br />
  58. 58. • Write remarkable, head-snapping stories to create, enhance, and sell your brand.<br />• Create SEO-optimized content for all your inbound marketing and social media efforts.<br />• Write email campaigns, landing page content, blog posts, and press releases to generate or nurture your leads.<br />• Produce webinars, livecasts, and other events to gain maximum exposure for your brand.<br /><ul><li> Email me today at</li></ul>So, What can I do for you?<br />30<br />
  59. 59. Why me?<br />31<br />
  60. 60. As Director of Online Marketing and Social Media at Glance Networks:<br /><ul><li> Launched Glance’s presence on Twitter and Facebook, and built followers 1000% and 200%, respectively, in 12 months, through compelling content creation.
  61. 61. Launched Glance’s blog and grew average daily blog visitors 300% in 12 months.
  62. 62. Wroteover 100SEO-optimized blogs posts whose content improved conversions by 10%.
  63. 63. Created 16 viral videos and product demos, the most popular of which achieved 7,300 views on YouTube.
  64. 64. Interviewed customers and wrote 8 new customer success storiesfor lead generation.
  65. 65. Researched and wrote 5new white papersforlead generation.</li></ul>As VP of Online Marketing at Citizens Bank:<br /><ul><li> Built Citizens Bank’s email marketing program from scratch, marketing relevant content to 1.5 million customers monthly; Benchmark-beating results include 45% open rate, 25% click-through rate, and 0.1% opt-out rate.
  66. 66. Successfully launched corporate Web site,, transforming a formerly information-only site into a results-driven, ecommerce site, receiving 1 million unique visitors and over 10,000 online account applications per month. </li></ul>If you like these kinds of traditional business resumes, awash in detail and data, you’ll want to read more at<br />why me?<br />32<br />
  67. 67. 33<br />Marketing<br />Your Business<br />Sales<br />THE THEORY OF EFFECTIVE FREQUENCY:<br />Consumers need to hear/see things 3 to 5 times for it to affect a behavior change. (Krugman, Naples, et al)<br />Oh, and how about THAT BUSINESS name? <br />