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C3 2014 Breakout Mack Fogelson

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C3 2014 Breakout Mack Fogelson

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C3 2014 Breakout Mack Fogelson

  1. 1. Playing the Long Game: Growing Your Business Through Community and Integrated Marketing L Mack Fogelson I Founder & CEO I Mack Web E @mackfoge| son 9
  2. 2. 314 bit. |y/ C3-mackweb @mackfoge| son '
  3. 3. We’re part of an ever-changing industry. flgiiifiiiltfbjgfllfiiiii
  4. 4. Google Algorithm Change History n 2014 Updates Mm‘-. . a. m.. a _ Maya 5128 2:‘: Google adjusts its 3 , algorithm SOO-600 C" times armua/ Iy. @mac| <fogc| son
  5. 5. Change Google reduces organic keyword data. Google Not Provided 100% Of All Organic Search Queries Sep 24. 2013 - 9:03 am I — (50) bylx mu. -.~. : °| FllodUndsr" : ‘ lll Mn ill. I assume by now, you've all . ~;: l the news that Google has . "(‘«‘tll'n'Il I i, ~ -. w'. m-s leading to all their organic search query referrer data to go completely 100% not provided. In fact, I checked this morning, and this site shows 93.496 of all Google organic search queries as being not provided. What about the other 6.6%? Maybe the SSL migration of Google is not 100% complete yet? I guess Google felt, what the heck, m‘, ‘.'. .1.” . ~.: ., qucrit-5 were not provided anyway, let's go all in! Screw online marketers. Screw webmasters. Screw SE05. Take away their real search queries. Make them depend on getting that data from Google Webmaster Tools, which picture of your data. WAL= LUzLD1l lllllit nvrwut xvjrmlfiijl4'J|1:l_'IlH‘a{'Ir , ;l. - -. «| mil ; ;v. »w: lr; ‘l-1{lU-1»'4l1‘. h!lhl @mackfogelson O
  6. 6. Change Google reduces paid keyword data. . i»ai. sii~, 520 pp: A, ".aly'. ic. <. socia: Local Mam. - G) O T, H-jma V9: Google Starts Blocking Access to Paid Search Keyword Data . Iriinir. -rslmii, i, i, , . i -i; if. ‘ Covimeriis vi»-1 M6 Many oi as have been (. ‘(}‘f7CelV| Ed about the DOSVDIHIY at Gooqie expanding ‘(rial provided! ‘ to also encompass can search evwom uiiiii new Aawoias advenisms have gaiiaii lull. =14:r. es$tO l<l'£YW()l(l rlaia wrii-mm . l'5 l lI'll'}l : >ir: ~.ir.1edI through Googte il5I}il or ihioiigri one 0' mo third early tools using Inn N34 ‘or this dam ‘ . ., _,, ,i Juan @mackfog<: |son
  7. 7. Change Google decides to end Authorship. Search Engine Over: The Rise & Fall Of Google Authorship For Search Results Google has completely dropped all authorship functionality from th search results and webmaster tools. Izeead Afterthreeyeustho9voIt5oogleAulvKx| hipuuovimevimuoovmtou1ond ntleosltovriow *1’-(' . -~ . .. .. . . , ... . ... .. ... «. - @mackfogelson %
  8. 8. Change Facebook reduces organic reach. Facebook Puts Everyone On Notice About The Death Of Organic Reach - Cor"'~. wt how - Vulfuw CO! V. Vl(: lll‘i iiaceixx2l<; sJ1iiaILlis2lansihas. takstLts1aJSacel1Qok blog to talk about the decline of a post's organic reach in the social network. In his role as VP Ads Product Marketing, he walked through the implications as organic reach becomes a less effective engagement tool. A post's organic reach reflects how often it will be seen without any further help from either the Fjcelxggk algorithm or paid-for engagement. @mackfog<: |son
  9. 9. Change Twitter announces plans to integrate algorithm. Twitter CFO says a Facebook- style filtered feed is coming, whether you like it or not At a financial conference, Twitter: chief flnanclal offlcer Anthony Noro suggested that the service will ofier algorithm-driven curation of feeds much like Facebook does. In order to try and improve the relevance for users 1‘-A/ «(. F(, RFDlT 'itl: :s iglgaiirvv . n,. .w}(n«i‘: ':-704 Ymlfh’-I-flu-iay‘. -.1-', (Pm.11k~5l‘, 'i: -n n«rm-w. r-n~. z.- rii’-Vmgrwlrvlhi-'ry‘nu— km :7 @mackfoge| son Q
  10. 10. And if all of that isn’t enough for you. .. @mackfoge| son '
  11. 11. 543,000 new businesses start every month.
  12. 12. What's your plan to sustain? @mackfoge| son
  13. 13. It may be time to change your approach
  14. 14. Integrated Approach
  15. 15. 3 Integrated 2 Process
  16. 16. ~ « A f . ... ... .. ... ... ... ._ . ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. ... ..s. ... .. ... ... ... ... ... ... ... ... ... ... ... ... ... ... . . ... ... ... .. . ... ... ... ... ... ... ... ... ... ... ... ... ... ... . . ... .m. ... .. ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. , i E 3 E ; 1 5 E ’ ’ i g ' ' 2 s — : _ l y T l 3 = E @mackfogelson
  17. 17. Here we go, kids. @mackfoge| son
  18. 18. Integrated Approach
  19. 19. I 71 E: N . ll " 3, 4:» Marketing should be about IR‘ ’ ‘‘_‘‘l‘ . _ g i q , . —. ___ I
  20. 20. Marketing should be about a better business. This is a transformation that happens from the inside out. htlos /540 mvctliatnrulllr(urfwVt-2.112l(|067(llo7117b(lJ72§b7224723 I. rnl>lr "9 ll 1 Uu11(1|m m)1 SOOIDD , -__ lMAGII_FR_£I)‘I. _- / V "‘ E; ES 1 a: r§: r.3.'a «? . -, / ' I ‘ "ix 3 /5 __, I '_/ t “K- 0/
  21. 21. ' ‘E HI : —. __ ' ‘. ‘ 4 un‘ll. ';'L'i. »; An 'l. i‘. "'—'u‘Ilil€‘ An integrated your business. "‘ ' : .;rV-'l! ILF. "~7lIlt‘. ‘~; ‘»: .=. -.-: .-
  22. 22. ( I‘ l _ . l V . . - | A I I, ll . ‘V , . > E V l ' . . _ . l 4 , . J ' , /i ‘T : l . ' 3' , g - 1 , « ‘ “ ‘i at ' i“ E v . V K . M . ' . ... _—-i ‘ , H minis"-‘~ will v I . ; I . . : :i. ll ‘ w I l - ' mag’ . r- . .. . An inegrated approach pro and improves your business. A variety of channels work together over time not just to grow the company but to advance it. I I all 1U1Zv‘10c‘BerlIu T4 / ir my @mackfoge| son
  23. 23. Homies halo homies. Alw3‘2’3- . 9 Y *1''-- ~35‘ it W $7.14‘ T‘ ix‘ ? ;“. ' An integrated approach builds an experience 2 3: a relationship. IMAGE CREDIT hItp*r»‘31vm-diatunililr (om 233i)/ tunxblr n8q7h 7M; ;L'01qll424|<u 2, 500 um: @_Inml~i!17o'): «(= ll-to'lIi : -%'*""'-' . I
  24. 24. Horngeg half‘) l'IOr"fil8S. .£l‘N'3}‘$- ‘in Y *1"-- An integrated approach builds an experience 2 3: a relationship. Be the company your customers expect. You don't have to be perfect, but you must be real, transparent, and human. IMAGE CREDIT hltp 5331 media tumhlr u)ni"a2 16.']656l1B496l)862a3tlA(I‘75a78223b-’tunb| r_ri8q7li7M; :cO1oll4Z4|<ui 5(X) 1|»: elnni-i:1to’i;4=Il-i-’ini 1'5''(''”* 3
  25. 25. - -. An integrated aprch honors - community and revenu 'T’ 8. _> . _.A_ - . m._~ @lT‘laCl<fOgClSOl1
  26. 26. A itegrated approach honors community and revenue. Communities form and grow when there is something meaningful at the core of the business beyond money. vguiiwacklogclsoii
  27. 27. Build a better business @mackfoge| son fl
  28. 28. Build Attract a better a stronger business community
  29. 29. Build Attract Grow a better a stronger your audience business community and brand E
  30. 30. 3 Integrated 2 Process
  31. 31. mff 7‘ -’ NM MEANING @mackfoge| son “
  32. 32. This is a Custom Process Adjust this integrated process to align with your business goals and the needs of your customers. . . I l'. :i: l -v‘, -32 507! @mackfoge| son 9
  33. 33. Meaning Catapult Qsziiai: lll', )!: '_(, ‘l50lT
  34. 34. c lvi ll: ‘i g lleternflnethereal s; ofyour buanessbeyond rnoney @mackfogc| son
  35. 35. MEANING @mackfog<: |son
  36. 36. Let's look at an example. .. @mackfoge| son
  37. 37. 2010 Here’s to a business you’ll love! Become an Independent Wine Consultant and Work From Home Unoork Your Inner Entrepreneur "Seriously, anybody aan do this. You aim? need to be an expert. The wine sells itself It's so mnchfim andl‘m ytingpddto ab it! ” Check It Out Portoctlorhlyono who Upoldo Pountlol tor £uyIoIutYourOun Hoods A Floxlblo Schedule Exporloncod Dlnct Gallon Home laud Buolnou "I love th¢fl¢. 1'bill'tv. No more "Unb'Ic some dircd sale: oompaniu, "It is so easy. I didn't know anydllng juggling sdledulzs because I make our market is not saturated with about win: when I Qarttd. After the my own and I get toprovide an reps. Plus we get to marlzt our firstfew parties ya: realiz you dm! amazing income while I workfimn products to both men and women, not have to be an expert to do this. ’ home. ‘ just to women. " Tddl. Conumlnt Kluttm. Conlulhnl Uchfll. Colllulhnt learn More learn More learn More @mackfoge| son
  38. 38. c Here’s to a business you’ll love! 2014 Become an I k From Home - pendent Wine Consultant and Unoork Your In ntrepreneur "Seriously, anybody r this. You don 'I need to be an expert. : we Pcrlocflorhlyonovlho Euylolutwuroun Needs A Flexible Schedule Homo Baud Buolnou "I but tireflexibilfly. No more juggling sdledules because I make my own and I gel to provide an amazing income while I work » home. " "Unh'I¢ some dired sale: companies. ‘I! it so easy. I didn't blow anytlling our market is not saturated with a bout wine whzn I startrd. Mar the reps. Plus we get to murlaet our ‘ ' produax to bad! man and women. not o be an expert to do this. ‘ just to women. " Khntcn. consultant %} Conumant learn More learn More learn Hove @mackfoge| son “
  39. 39. Their company cloesrft just sell wine
  40. 40. Their company doesrftj sell wine Their company changes women’s lives.
  41. 41. The Perfect Career ForThe Stay at Home Mom. . @mackfoge| son “
  42. 42. (( Fear is t porary but regret is forever. hen you -1; _ start 0 ' ’s a little scary. but don't give . Don't let the fear make you regret it.
  43. 43. ‘ralhuve -= r=. I :11-r-“lad: 01' war! pI'. zIl, |ll: DREAM JOBS START HERE - Meet Christi Many of our Wine Guides started out just looking for a flexible. easy worlvfrom-home job. What they found was way more than that Along the way they've found new adventures. made lifelong friendships and enioyed some great perks ll mean. we share wine with the wor1d). Butdon‘tlake our word for it. Hear how a career in wine marketing could change your world from the people who have changed their: @mackfoge| son
  44. 44. . y .3; i _ - | t’s the meaning beyond money that provides an opportunity for
  45. 45. It's the meaning beyond money that provides an opportunity for connection. Tnere’s got to be passion and authenticity at your core to attract and foster a community around your brand. tiurnackfogclsori
  46. 46. Companies don't build communities. People do. @mackfoge| son
  47. 47. MEANING @mackfog<: |son
  48. 48. '‘'§ 1 cl Identify what you want to accomplish both short-term and long-term. @mackfogeIson
  49. 49. Everything starts with goals [L MEANING @mackfoge| son Q
  50. 50. Visionary @mackfoge| son at
  51. 51. Visionary Business & Brand
  52. 52. it Visionary Business & Brand Campaign
  53. 53. C3 Your visionary goal is long-term ION L31 MEANING g
  54. 54. C3 Your visionary goal is long-term NH Your visionary goal is big picture L11 MEANING g
  55. 55. C3 Your visionary goal is long-term NH Your visionary goal is big picture Your visionary goal is motivation LL MEANING g
  56. 56. Revisit your Visionary goal. IMAGE CREDIT https: /./441mediatumblitcomltumblr‘md 1gaix17P1rBSBeka17S0O, jpg ‘ e; ..m: .a. ~,; .m. .
  57. 57. "I-‘fl'; lIP, =,l7"' 2‘-mil “Within 3-5 years we want to become a household name. ” @mackfogelson
  58. 58. 3 _ . C Business and Brand goals are accessible ION EANING @mackfoge| son g
  59. 59. Business and Brand goals are Business and Brand goals are : : ‘ ’ : %)‘3'“e_SS & Bra/70' qxsionary GOALS MEANING @mackfog<: |son
  60. 60. 3 Q Business and Brand goals are accessible Business and Brand goals are connectors Business and Brand goals are balanced MEANING @mackfoge| son D
  61. 61. Relate to revenue and keep the focus on growth. l Ioimiitizsigaiasiai :
  62. 62. Business Goal “We want to increase auality | eads. ” @mackfogclson
  63. 63. Brand Goals Keep the focus on building a better company.
  64. 64. Brand Goal “We want to earn trust and become an exemplary company. ” @mackfogelson
  65. 65. Campaign goals are campaign %)‘3'“e_SS & Bra/70' qxsionary GOALS MEANING
  66. 66. 33 Campaign goals are short-term NH Campaign goals are tied to tactics MEANING @mackfoge| son 0
  67. 67. 33 Campaign goals are short-term NH Campaign goals are tied to tactics Campaign goals are your momentum Campaign A MEANING g
  68. 68. Every _9Q Days ”'“"‘ Revisit your Campaign goals.
  69. 69. Campaign Goal “Increase conversion rate by 10% over the next 12 months. ” @mackfogelson
  70. 70. ’. ;|i‘| |,Ii: ,l'};4ii ‘S‘i¢r= .il “Earn media coverage from Huffington Post within 9 months. ” @mackfogelson
  71. 71. Campaign Goal “Increase community conversation by 35% within 6 months. ” @mackfogelson
  72. 72. All of your goals should align with your Visionary Goal.
  73. 73. Campaign Goals @mackfoge| son fl
  74. 74. Campaign Goals Business & Brand Goals
  75. 75. I Campaign Goals Business & Brand Goals Visionary Goal
  76. 76. campaign %)‘3'“e_SS & Bra/70' qxsionary GOALS MEANING @mackfog<: |son
  77. 77. I‘ sis. -iy - ac Determine what to focus on for the next 90 days. @mackfoge| son
  78. 78. Build your strategy based on priorities for the next campaign %)‘3'“e_SS & Bra/70' qxsionary GOALS MEANING @mackfog<: |son
  79. 79. plans are not agile. g» , @mackfoge| son
  80. 80. ,, J . Ii, D: )n’t be distracted by . objects. ‘J, I’-I IMAGECE~l'Jl liMii’iL‘II5(JllHil IIY l_; r sstom/20111! _ __. ‘ 2@_l'io'r= i-I{(io_)§t: _ll-iioiii I->‘= '-“v I ~ 1'7)-I I‘ "E (
  81. 81. WIN whats important now?
  82. 82. as . ..7i §. , . . . _ . 4 «.11 . . 4“ H . L.li. 3 . ..l ii I u. .. so _. .. .. l 3, . , ; e I. .. I . .. V . . . , vv . . . u’. . » , . 1 . < . fliamam. Conduct Goals Persona Brand Positioning Drivers & Risks Unique Selling Prop Competitive Analysis ‘ . . K. ..» " ' @mackfog<: |son
  83. 83. Identify and prioritize what belongs in strategy. ‘ l """"""5 ~'ill. ‘.‘iI-‘I0. »“Iv. .v“i'*“~i. :i= .-t l @_J"iui'-liit(I'o);4:ll-'to"iii ;
  84. 84. @mackfoge| son ‘”
  85. 85. l _M; C_ll_1t1@ii. iitiE$. _ Determine what your audience needs . '; il. il "
  86. 86. Bflawol Phase Ywo Phase Three Phase Four Phase Ewe ” ; Goal(s) in ‘Questions In each ihase l : Touchpoints IWINIM | l VIIOIII: Vllhlh: MD: I Ilog: : Slog: Ilsa: leg: Ocelot: Ioclul: ‘nun: : ' '4 I I i I 0 io is ii l | ' Emu: _ : ‘ainii: 7Eufll: anal: - | . LlGllllil(oi-ollflolnlo): oiiiin-(omiiwmiu): 0lllnI(oroflVlohslto): Ollliiotoi-d! Wo| iclb): GDn(oi‘dlHohuh): oiuuqaoaiiiiuun-i: EXERCIS£ DEVELOPED VIA JOANNA LORI} http: //| iigdoniu: oinlbIogI20l3/11l01Ja-miid(-giiide-to-custnmer-iaumey-iiia: piig/ #C3NY @mackfogelson .
  87. 87. ‘g 1;‘ ‘ Ty kl» ”. ‘;l'«'”1£I'l "47ll. . iii ‘_ Priorities ‘ . =*‘jf; ,;; Identify the top 3-5 ” '. ..s: >~*‘‘‘’ strategic priorities for the next 90 days. “ ‘ l c, ;.»e. .V». ..: .m; ati. ...
  88. 88. Your priorities will drive the campaigns that fit within your integrated strategy. @mackfoge| son '
  89. 89. C3 Prioritize the right things 2014 for your 90 day strategy Campaign MEANING g
  90. 90. Break strategy down into tactics and deliverables that will accomplish goals. @mackfoge| son ‘
  91. 91. 2014 Your tactics become deliverables in your 90 day road map Campaign MEANING g
  92. 92. How are we gonna get there? @mackfoge| son
  93. 93. #C3NY Strategic Priority #1 Goes Here Campaign Goals 1. There's a goal that would go here. 2. And another goal that goes here. 3. And final goal here. Tactics & Dellverables 1. Title: 8 description of tactic goes here a. Dellverables goes here I). and here c. and here 2. Title: & description of tactic goes here :1. Deliver: bles goes here 2. and here f. and here 3. Title: & description of tactic goes here g. Deliver: bles goes here h. and here I. and here Measurement 1. KPls go here 2. Here 3. Andhere Key Dates PP’? PF. ” 99’? date here and here or TBD date here and here or TBD date here and here or TBD Work from strategic priorities to campaign goals to tactics @mackfogelson .
  94. 94. #C3NY Strategic Priority #1 Goes Here Campaign Goals 1. There's a goal that would go here. 2. And another goal that goes here. 3. And final goal here. Tactics & Deliverables 1. 11tIe: & description of tactic goes here a. Deliverables goes here b. and here c. and here 2. Title: 5: description of tactic goes here d. Deliverables goes here e. and here I‘. and here 3. Title: & description of tactic goes here g. Deliverables goes here h. and here i. and here Measurement 1. KPls go here 2. Here 3. And here Key Dates 99'! ” 7'9"! ” 09'. ” date here and here or TBD date here and here or TBD date here and here or TBD Here is where your Campaign goals come into play @mackfogelson .
  95. 95. ¢tC3l| Y Strategic Priority #1 Goes Here Campaign Goals 1. There's a goal that would go here. 2. And another goal that goes here. 3. And final goal here. Communicate all deliverables and Tactlcs&Deliverables assign dates for 1. Title: 8. description of tactic goes here ' a. Deliverables goes here BMTSCDFG d el lve ry or b. and here c. and here 99'. ” 2. Title: & description of tactic goes here d. Deliverables goes here e. and here i. and here and here or TBD P57.” 3. 1'lt| e: 5: description of tactic goes here g. Deliverables goes here h. and here i. and here and here or TBD 99'. ” Measurement 1. i<Pls go here 2. Here 3. And here @mackfogeIson .
  96. 96. #C3NY Strategic Priority #1 Goes Here Campaign Goals 1. There's a goal that would go here. 2. And another goal that goes here. 3. And final goal here. Tactics & Deliverables 1. Title: & description of tactic goes here a. Dellvera bies goes here b. and here c. and here 2. Title: 8- description of tactic goes here d. Deliverables goes here e. and here i. and here 3. Title: 8 description of tactic goes here g. Deliverables goes here h. and here i. and here Measurement 1. KPls go here 2. Here 3. Andhere Key Dates 99'? i'‘P’. '‘ a. date here b. c. and here or TBD date here and here or TBD date here and here or TBD Your measurement for each Campaign aligns with goals @mackfogelson .
  97. 97. Use the Tactics & Deliverables Key Dates d OCU me nt to communicate progress 3. Title: & description of first tactic goes here a. Deliverable goes here 3- date 8085 heft‘- b. and here b- am he"? c. and here C‘ or TBD «cam @mackfogeIson .
  98. 98. 23 H Your tactics will build the integrated experience. @mackfoge| son '
  99. 99. ’ (
  100. 100. éfiihii ilh“ ‘ : Féltieiél Ready for your dream job? ~: ii1rs. i§; ={gsy£: 0' vs xmieiy Lé(‘= i‘:3;9Eli‘ aim» a§LiirijIi:4‘J_n1;g aiifiemngii Lam aw: <=. L-J: .'. . :0 YOUR NAME I Have you been in contact with a Traveling Vineyard Wine Guide? E YOUR EMAIL Q) ClTY @mackfogelson $
  101. 101. 7 §_', A»-- A : »:_s‘. §,_ V fr (‘:2 ‘ ‘ii i ‘.1 I it‘, ‘fl l; linteract E ' T 5,. ’i -&‘—“‘*"’~s, email +1 ’ w -. . f “V. at T , ‘ _3»f’Sj%; «S? ‘M ‘zfiz at i r’ . ‘i: ii 1 linteract 1 1 l. 1'. " _ I, 7: . ~,»_v cc‘ ‘ ii if lbecomea J ' consultant Ii, L V kf; t>| og:11‘ "1 mobile A1 * l . - ,1 community .3 ’ I 3 offline
  102. 102. Consider all of the elements of the expefience. 1 a~. ... ..: .a. ».. ... ... ..
  103. 103. no *9; 4-; W11 ' ‘mm C 49 ‘1 9‘ x ate Identity and solve for gaps in communication between corporate expectations and the approach of sales teams. 1. Please briefly donate hm Traveling Vineyard load: are generated in tiuily. 2. ntriapperis alhor someone ills outlne form onthowooszifl Howdoes a getassigned to you? 3. What steps do you lake Ioiollow up with that lead? 4. What has been the meal eflecrive mode oloornmun-‘cation between a lead and youruin 5. Doyouaxperleneonny a ersmaimigMpmvuniaflac1neori. imstyfonou- upe? llso. vmmIreUizi 6. Whit are the most lrequemiy ulted questions (mduding any concerns) you get leads? 7. Doyouhaveawishlisloliesouroesthalyoufieuuentrywishyoiihadwhen followingupwitri leads? Ilso. vma1vmu| dIriosebe‘I @mackfogelson 5
  104. 104. cl Ill Offline Tactics Train their sales team to more effectively handle I : ":: “."°°""‘ leads. Provide guidance id? -53~'"'°'*3'v”~m'w'3~"~i= ”"~"7'7°’°"“"””“”°'””'°""' for how to be real, authentic, and genuine. ¢¢(_j3m' @mackfogelson “
  105. 105. Work with the internal community and brand advocates to make the brand transformation to be human. What success looks like in real life Our Wine Guides come from all walks of life. They are stay at home moms. retired teach: -rs. wlnc hobbyists whojust need an outlet. and so much more. But no matter where they came lrorn. they all have a place in our family and our business now thanks to some moment in their life when they had the courage to say yes to becoming a business owner. Their stories make LS who we are, so take a read. connect and get inspired. We love our Wine Guides ~you will too— no doubt about it. And maybe you'll find the perfect reason to become one voursell. @mackfoge| son W” l‘
  106. 106. NH Kirby Wine Consultant — The Traveling Vineyard www. winewithkirby. com https: //www. facebook. com/ ‘KMaraguIiaWIneTastmg Mommy "l 9 NewJersey - www. lacebook. com/ Kuaragul. .. Kirby Good wine. good food, good life. As a Traveling Vineyard Wine Guide & Wine Tasting Mommy, I get to enjoy them all. (I love talking about them, too. Hint. hint. ) 9 New Jersey - www. laI: ebook. com/ Kuaragul. .. . B @mackfoge| son 0
  107. 107. at . -.19.-r-1 .2 ‘.1 . .»a I c J 1 9 ~ J3 Develop and optimize the content that will address touchpoint questions and provide the resources they need. More than Wine: Make a Change. Work from Home Ill4HI’vlHVIlA. l lV wim. :~. ~<~. ll ilU_. :4 Grape‘ tome ln lhtm! -Infll ul dlllrvrnl VM-at at Not all are want In bfluhe you’ luv tr tatrvnet or pinoturlu-0 but ex». on mi . unlqurliavov and nufpow luwlu‘ Vlnoy. vdW| rwGu-61-1 aielut tr [VIDt‘1lHlhal'Kl. I'fl um in: . . -.. m a re, pmomiiiy ma puipcnc wiumiiimnt nmaui ii. -mu mum and-‘ -mm r-. . 3 new W1 Guide hu mot he-r mm re. -mam luv imam ru pm oi the lvaveling vinryra um , cmmmm cumait-. w»u. -,z« iomm-. uruny, c S'i("| a?ulfl worm"; our L. ’ .2» .9-am imam tlwbxahwnnllvcnemcnlmavirllruucn:1}-nwinrtinlnelwtnluvc‘ »; v -mm: we mm heat on lwny "am her family, wocium iomz am and Wfll min I». n . "1 N. .. ¢, .,, ~: rr an Dr/ ". are c», u lound hrrsell at a aossmaus now (mid she uxnlinve to on suuessw wl‘. 'l). ‘$ u(' 4 "av um v’ She loved min: : buwicsmornari. but m-coca ID better baiantr hev mm are iav . 'r ‘l and a lot ol vese3r(l' Christi ms, 'Ind the wine tmsinesl was a clue I wanted to :0 "*1"! rear sun she iolnaa Iineiingwmava mu imu-4 (M imam she was seeking am a «- "wt r »»o«_ even me A New Life With l' . ; 'l vs. can re. »-. i»e VH1 ul Cl"i~. li 5 «low um ’9('V plflil
  108. 108. Outreach Tactics Provide access to content through a variety of channels earning shares, links, traffic. #F| NDYOURZlN Find Your Zin: Celebrating Perfect Wine Moments WRITTEN BY ON MAV 21. 2014 Enjoying the moments With the recent release of our Small Hours Lodi Zinfandel. we at the Traveling Vineyard are celebrating our favorite wines — Zinfandel and the rest. There are any number of ways to honor and enjoy a @mackfogelson 0
  109. 109. '1 2' 11 , rz. «ta ta. Test and collect data to determine how to more effectively foster leads through the process. GroupA 50.5% (257) Opens Group B 60.0% (243) Opens 4.0% (17) Clicks 3.7% (15) Clicks @mackfogclson “
  110. 110. Next Steps Next Steps 1, We take great pleasure in introduong you ta one olou"l'i-aveing Vineyard we ma gm“ pmsumin mm , you m°m°'wrTnn'm leaders. Our leaders all slaned out ooh! where you are now, and they will help Wm” , ,,¢, ,,‘ 0“, 5,6,, ‘ an and M M, " mm you m , ,,, ,_ train. coach and mentor you along the way should you deddetojoln us. and imyw-It Mlptrnln, mod: and monioryou olongthowly shouldyau w«---»~«-«-v«~~«»»~-~~~-~«-~ : :.°: “.: ::: ::": :~~"": ::: :‘°'~. :;: ~.; ":: ::‘~ Smith. (And, soyouknowwhalbbe| oo5drgoutItx, yourleader'semail b°km: 'mMw_y°"had«y: ;'". ‘:: ||‘a‘dm"si5y°“ 3 address is 2. if you don‘! hear from your mentor within a busines day. please oonlad us at If you don‘! heu ham your mama: within a businou day. please comm: us at @mackfogelson 6'. ‘
  111. 111. Want to learn more? While you're waiting. gelto know a little more about Traveling Vineyard Wine Guide oggrlunilies. You can also use the time to meet a few ofour Wlne Guides whosejoumeysto Traveling Wneyard might sound familiar: I Areyouaftdl-tlnnmomlooklngforl llttlooni lnconwandalotmoro lloxlblllty In your schedule? Go near Kay‘: slog. o Are you natty to mm a now dlnotlon with your llfo. career. and hmlly? F ng gut E §; hn§1i gig 'h¢; _§am¢_ I Are you looking for a challenge and a mun: to excel and arm/ I Disszzvnl mLw_11Eu«.2|Iflu:2r_flm: s_hrl; mQ2m>2.s1c; m>mr1I. Want to learn more? WMeyo: ‘vIvooItrg.9I|1|uw4n-! MnIoIInt>oui‘ _. 41-: .- qfl. .— . » . VourJIalsoIJcl. ’InI! IlbIvoo! lb¢IdalWnuGu-dclvlnunjunuyobz mgmoouutuni-u Mealiirby NIyu: nVi. Il»l: nvonuIIloolmu| ua'-'. ‘JouvI mmnaunumorullmn-zynyounauom-‘I C«: *-»-": ,:’.7j Med Christi Nvyo-: rudytuuuuvwwa. rvaamw-tnyuyiivn. muu‘. Irdl'~n&, 'l r. .~ ». .;~ . —. Maetbrbbic Amyuakxtrvlwlmnlbagnudlrmmlb «noon: -ogre-vfi @mackfoge| son
  112. 112. An integrated approach optimizes the whole experience, not just the lead form.
  113. 113. Your tactics bring your to fruition campaign %)‘3'“e_SS & Bra/70' qisionary GOALS MEANING
  114. 114. Accomplish all of the tasks that get you closer to your goals. @mackfoge| son ‘
  115. 115. C3 Begin executing all the things 2010 on your 90 day road map Campaign MEANING g
  116. 116. 8." tI. cj argetsiglltetl . . . A e, ,. .i ', ; i - F(RFD: T liizii. //rnemestorag: -mm: ._-, 42+ 5-mn7‘iwi; i,_ ‘iProcee”iIl with It wiggle @mackfogelson
  117. 117. G C’ c 4, 1 1 Assess data, identify trends and opportunities, and adjust the strategy. @mackfogelson
  118. 118. While you continue to execute strategy, assess progress every t oofif; ,5’ campaign 65’ $0,. ’-mess & Bran :9 ]Sl0l'lary if GOALS MEANING @mackfog<: |son
  119. 119. Analytics without action Don't measure anything unless the data helps you make a better decision or change your actions. If you're not prepared to change your diet or your workouts, don't get on the scale. Posted by on August 06, 2014 E. -nzi. 827 ‘, ‘Tweet 2.268 , ‘(*l ii‘)? lii‘»‘iCELl5£[r l Ht: *:1*i: -' * "'1 *' ' »' '> @mackfogelson
  120. 120. Identify . -": — itemsinyour H reports that need "9-_ to be integrated I back into strategy ‘It: eiudeiqtcriigatiaili
  121. 121. _ I Keep a record of ’ action and update I‘: CATAPULT - ACTION ITEMS | "Don‘t measure anything union the dalatalps you make a better decision or arrange your amen: ' - Seth Gcom e a C h m 0 h I > my! :. c-upun um sum Action by Sunonted by Assigned to Client item m a ke progres S ’ ‘ >i, ' i, [l [_ ! f‘ my i_ _l_II—IIII_I—I_. .3 . _ j': e:§rmi§m. ; . gm ‘ ' ' 7’ ' I » oup FAVORITE ,2 mmooucmcswiu. ‘ y I HOURS. ACORKEDTlE-IN ‘- r ' ‘ ‘. 1 ‘ ’ Loo‘ INFMDEL ' 1-H055 cfiAzvw| Ng II : I: ' I: 1*. ’ “GUM-, -,°Ns. _ E II -:1; 4' Ali. .. msmwsnfi —_! .l1ml'm_. im rm. ml m i1.i‘| §_”mij_mim‘lm“ir”m, im THOSECRAZVWINE ' i ‘ __ V_ “' g _ i 7 _ 7 " _ _ _ "_ _ii __f_ REGULATIONS: j . —. . —— » —. —, ._)——r 2 g . ,. .,. . V _ MONTANA ” "" "-“’ * WHVIS VINTAGE IMPORTANTI FACT OR FICTIONTWINE IS A RECESSION-PROOF PRODUCT
  122. 122. NH Execute strategy for the first 30 days, and then run Catapult MEANING @mackfoge| son D
  123. 123. Continue strategy execution for another .3o'6° Days 07”‘; Vrbo R‘ campaign 4-) Q; %°, .D~ness & Bran :9 ]Sl0l'lary -.3’ LL MEANING @mackfogc| son
  124. 124. At 60 days, hold your next so-6° Days 4' éopays 7,49’ 590 campaign I SIOnaI‘y GOALS MEANING @mackfogc| son
  125. 125. Continue executing strategy for another 30430 Days A’ 60 Day 5‘ 4" 5907’ can 5*‘ 0% campaign L‘° In Q5,‘ $0,. ’-mess & Bran :9 ]Sl0nary 5 GOALS MEANING @mackfog<: |son
  126. 126. Conduct a final Catapult session at the end of the 90 day iteration Campaign 7» ~. s.'e~ @mackfoge| son “
  127. 127. So what comes after 90 days?
  128. 128. Z014 Scrub Evaluate what was accomplished and ¢¢(;3iw @mackfoge| son ‘ determine . ' tar ; for the next 90 days.
  129. 129. At the oO—clciy mcirl<, begin a for development of the next 90 day strategy oavs 4:6 30 5° 003 1’: 9 ‘ ~, . V 0?? ‘ ‘‘o‘ )'‘’e. Vrbo Q9 I 5* 0% campaign A la 06;, ‘ $0,. ’-mess & Bran iv 32 ]Sl0nary To é’ % L‘ . .:. ~. “I v GOALS ‘ ‘q MEANING @mackfog<: |son
  130. 130. Don’t worry. You're not starting from scratch.
  131. 131. Don't worry. You're ‘ starting from scratch. You're simply continuing the momentum from the last 90 days. Ia rumblncum/ tumblrrmduZ3ZSwj91rxve79u1 500 , pg l l Eel“-‘fl’= .i'-1§«r. ';;4alsx.1'. . -5'(""=
  132. 132. (€, will ‘never Assess (5.. .+ Data & Intuition Evaluate progress over the last 90 days.
  133. 133. Run Four Helpful Lists identify new chaflengesand realign priorities.
  134. 134. Ensure alignment campaign with your goals. ‘°°. ,-.5-. on. ~., , MEANING @mackfoge| son a
  135. 135. NM MEANING @mackfoge| son “
  136. 136. A GOOD HOCKEY PLAYER PLAYS WHERE THE PUCK IS. A GREAT HOCKEY PLAYER PLAYS WHERE THE PUCK IS GOING TO BE. - Wayne Gretzky AAEETEAEA
  137. 137. Sometimes you gotta slow down to speed up. @mackfoge| son
  138. 138. ~ « A f . ... ... .. ... ... ... ._ . ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. ... ... ... . . ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. . ... ... ... .. . ... ... ... ... ... ... ... ... ... ... ... ... ... ... . . ... ... ... ... .. ... ... ... ... ... ... ... ... ... ... ... ... ... ... .. , i E 3 i ; 1 5 E ’ ’ i g ' ' 2 s — : _ l l T l 3 = E @mackfogelson
  139. 139. What results have looked like for clients.
  140. 140. Our client's A ; growth within l * 8 months i‘ increase in organic traffic
  141. 141. "Am Our client's growth within increase in increase in organic traffic returning visits
  142. 142. A Our client's growth within increase in organic traffic increase in returning visits increase in FB referrals ~'£{'; "J’i‘u“l'= .I3l. !§ "
  143. 143. But wait, there's more. @mackfoge| son
  144. 144. Our client's A ; growth within l * 8 months i‘ increase in applause (likes & favorites)
  145. 145. Our client's growth within increase in applause (likes & favorites) increase in amplification (RTs & shares)
  146. 146. A Our client's growth within increase in amplification (RTs & shares) increase in applause (likes & favorites) -as " : _i s ; increase in conversation (replies & comments) I~. :g: :."ei: i_i: ' c‘ "
  147. 147. increase in leads ‘3-
  148. 148. Notjust any leads. The right leads. . :@J"Ii‘I= :I'¢‘I{(fo‘)': ;;y(éII-A(5'i‘ii
  149. 149. What results have looked like for Mack Web.
  150. 150. :1: °*‘“: This is A , ,‘ where Mack ‘i I‘ Web started ' integrated A , _.. ;., _ . V_ Iuiwi uimgaiu U _. . - is An integrated approach is the long game. Expect a ~ g ramp up for momentum.
  151. 151. .- ». e~ v <~— . V. .. .Jg»—~ ~- 3.. .. 9*" ‘I gr" ‘ 9*‘ ’*‘. . 4.7‘ “fil- . .7‘ fl» At: '«, This was the lg. . - ‘ I This was our ‘« iii. if. ' "~»<s. ~. ‘ first feature on g Iacgrrfrigriatr -*3 v 1 A . . ' . _ th M T 10 . . . .J‘ («$5 This is All {A 6 oz op building guide I 3’ where Mack 2 V Web started integrated efforts '-: ‘;i’m— -4‘ _ ‘. it-i_. «, I But that doesn't mean you won't have lots of ; 8 : along the way.
  152. 152. A7‘; «,. ’A . A I A V . This was our 2 ‘M. This was the ‘(:3-(. ~.; ,;~' W -41; T-f f] f t launch of our 5 _ , _'g '3. 595*: , rst ea ure on T Community « we're 5”” (i («A This is At, “ the M02 Top 10 +1» building guide W°"ki“g "e3”Y " -‘ . — ‘ hard where Mack Web started integrated efforts There will always be effort required, but at a I is level.
  153. 153. cl D1! FYC 3:‘ l ‘i’ IMAGE CREDIT imp / /biog hubsnol canrumantetiriyslideshare-presentationsinform-inspire~ente(tzm Hubsfibt INBOUND HUB SOFTWARE ABOUT CASE SYUDIES PAIYNERS PRICING ILOGS Q MARKETING Inbound Marketing SAl ES 20 Must—See Slldeshare Presentations That'| | Inform, Inspire & Entertain by Rachel Sprung 0 May 5. 2014 at?1:O0 AM "you've regularly on our blog. you know that we love slldeshare presentations. what better way to display valuable pieces of Information than through a visual format like a Slldeshare? INSIDFRS O9lNiOi. ‘ At year 2. we started All Inbound marks - to see more consistent organic brand 6) Why Follower Count I: Bullshit. r e C 0 g n t 0 n When marlrulovs win! In measure the success oflhn-I so-. DI the number ollulhrrnotfl The number of leads ham tonal coming to your wobsflo from xocld medal? Vhls proumlion n mum should no! be in. only thing you are mciong. but give»: am. In measure your social media imoaa, Why follower count is E and a whole lot of reasons why you should be measuringsoclal rndla success differently. @mackfogeIson .
  154. 154. 9)}; none Kenton : . . _ Coriouclm 0 an [Exco‘l(. "il ] Till) Tiul-, T Monti-i‘e"'. i' : v ' : Ready ‘or an "evolved stand up”) Great post Build rig Orlirie COi'I'lV'TJl'i tic-s. on gall rig me most Olll oi team meetings on um. .. an. .. r. .. n. .. u. ... ... ... . {.44 . . mu. .. am. .. e. ... .». .. Doominna M1 . ... ... -.. .. I'll Yum . ... Slnvhmn . um w. .. A um van .1": '1' _“I= J‘l{. ‘H= :i I°_ » ' O unoouncn s>- ‘' '3 _ " ‘ WISTIA . IlIl§‘P: lMI: §: ml: How To Des go A Ste 2r Si de Deck (the ‘ ' A _ T . ‘=5. "I= l }l= i' : t.. :l law A’ As always, 7iaT; l<wei: iezirii S i 1‘ incredibly transparent 8. awesor :1'Ir= i ‘I03 "I ~"iW'" _. ' I, _. l)li, . ‘T ll"'7l_Oi’l Love this perspeci testing all the things. Mick Web Ke e p I n m l n :1 .7 —i . ; l . 4 . , Organizing ma lmegvahng the Turn min Sundup I MICK Web r -. Blog l'lllIg ¥ moi hex‘ *: ll n. .i Am: I". ¢' y rmw @mackfogc| son
  155. 155. We gradually saw a big increase in leads over that two-year period ): ‘§f‘. >%w: :;_ ; ,»ziF: ‘
  156. 156. Most importantly, we have clarity about our iii . '@'J"i‘a‘t= _AI'Il{(f'o)': ;;V(éII-A(5'i‘ii
  157. 157. Why Integrated § Works Jlfii/ J1&{/ J1
  158. 158. An integrated approach is independent of platform. @mackfoge| son '
  159. 159. But remember. .. @mackfoge| son
  160. 160. You can't a community. ~ -4.4’; .. . 1' _ ct, ’ P g 2‘? 7-~ I -'1 I-. .4’ iioiiiackfogclsori @
  161. 161. P Lead with as ' '3 and authenticity. 7 1 l ' IMAGE CREDIT. httuwl/ www. nln _ V "'” ' T"»= :""" “ " '" " " " ‘ ; ’ '“—“‘' .2’-“"“"_ " r —— eteitit . I —- ~ T ‘i » lr ’pln1370843‘? /.~90(~ 185354.‘
  162. 162. jRo. I'rh isn't a Stkatefij, its a Result. ll 5!! -. .ii_. iF5i"H'l! ?_ Start with goals to 2 e"°“5 :7: 2' us
  163. 163. "I. F __>. '‘_-u. _ (-y'~ , T :9-. 2:“ _ - «it. TT - It AN. Focus on the right things. ‘A-5' 2-Q. ’ " 'rhbir. n‘<r| m-=5‘ @mac| <fogclson
  164. 164. ‘fl’ ‘ ‘ IE This shit takes T’: “ 2 and it doesn't scale. 'W: §E. EBEP'I: l“. !?5£’l3"°’”', ‘.‘? !“. ”.l! IF. F2!T: @'?39"‘? f§? f§f‘39?}? :[il? §?'”'"'V'"’°’V"""F'°“’°“£""’ kgeiliiegislrcr-i;4:: i.~ui. i
  165. 165. I .3 . ’ .1 - — _' 7'3‘; ‘ . . ’( ’C This is the long game. Build a business. H A‘ A ' . 1' . . - . 4.’ - u‘ ' l ‘ . -: r, T’ . ; , _ I -_ _ . ' ‘L§L’lll.3Cl<IO§’, ClSOll %
  166. 166. "av. ‘- i la’ . -' . i ‘ . . '' b . ' I v . 4 4 - . ~1:-e . , i . . . ‘ _, , l. ! K’ . ‘ ' v 1 . I . ‘ . . . r 7 ~ 2 ( ( A _ . . . A l I Get the Link Bundle https: //bitly. com/ bundles/ mackwebsolutions/ a Connect With Us http: //mackwebsolutions. com/ connect/

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