Twitter.com/HeraHub | Facebook.com/HeraHub
Collaboration                    Twitter.com/HeraHub | Facebook.com/HeraHubMarketingFelena HansonFounder, Hera Hub
1. My story                1. Case studies2. Keys to collaboration   2. Table networking – put into   marketing           ...
ACCEPT UNCERTAINTY                                                    My Story        1. Inspired by Dad        2. Sales r...
Keys                                    Authentic                                        Identifying the brand’s voiceAssi...
One to many – scale messageGOALS                                Create brand evangelists          Produce deeper insights ...
1    Authentic    Identify the brand voice
If your brand                was a car…                what would it                be?Why???Pay attentionto key words
“I had no idea that being your authentic self could make meas rich as Ive become. If I had, Id have done it a lot earlier....
2    Assist - Give back / Get involved!Run Women Run                                        SMA                           ...
EXAMPLE          BONUS: MAKES YOUR          BRAND INTERESTING!
3AffiliatesReferral Partners / Brand Evangelists•   NAWBO•   Women in Science•   Women in Technology•   Women in Construct...
CREDIBILITY BY ASSOCIATIONLOOKING FOR NEW MARKET EXPOSURE                                                                 ...
4    Address    Spur online conversations and reviews
OTHER EXAMPLES…
5   Analyze - Monitor & measure
www.tweetreach.com
www.marketing.grader.com
COLLABORATE, COLLABORATE, COLLABORATE!!!
CASE STUDIES       3 COMPANIES        6 MONTHSMONTHLY COACHING MEETINGS
Kim Richards
Kim Richards•   New venture•   Networking•   Focus•   Referral partners•   Consistent message•   Outcomes    • PR for KDR ...
Vivian Sayward
• Vivacity Collaborative Marketing Plan   • Affiliates      • Vendors/Contractors      • Influential Customers   • Assisti...
Dana Rideout Career Publicist ServicesElevating the Visibility of   Professional Women
• Affiliates      • Recruiters      • Industry Associations   • Addressing the Market       • LinkedIn Group Discussions  ...
CASE STUDY RESULTS Increased social media presence by 30-50%    Increased online presence by 20-30%
TABLE NETWORKINGPartner with someone at your table you don’t know      Introductions: 5 minutes (2.5 min each)Assignment: ...
Key #3 - Affiliates          Referral Partners / Brand Evangelists                                                        ...
Collaboration                    Twitter.com/HeraHub | Facebook.com/HeraHubMarketingFelena HansonFounder, Hera Hub
The Marketing Collaboration Revolution - Working Together = Business Success
The Marketing Collaboration Revolution - Working Together = Business Success
The Marketing Collaboration Revolution - Working Together = Business Success
The Marketing Collaboration Revolution - Working Together = Business Success
The Marketing Collaboration Revolution - Working Together = Business Success
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The Marketing Collaboration Revolution - Working Together = Business Success

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The “new economy” has completely revolutionized how small businesses operate. Traditional marketing tactics such as print and television advertising are becoming obsolete. In order for companies to be successful they must ban together with customers, suppliers, complementary businesses, and even competitors.

Marketing collaboration can strengthen relationships, produce deeper insights, and build overall brand awareness. The success of every small business rides on its ability to enlist others to help convert ordinary customers into loyal fans and brand evangelists. Companies can dramatically cut advertising costs by letting consumers and third parties do the talking for them!

In this workshop-style presentation Felena Hanson will be sharing the five keys to collaboration marketing as well as local case studies. You’ll walk away with a mini action plan for success!

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The Marketing Collaboration Revolution - Working Together = Business Success

  1. 1. Twitter.com/HeraHub | Facebook.com/HeraHub
  2. 2. Collaboration Twitter.com/HeraHub | Facebook.com/HeraHubMarketingFelena HansonFounder, Hera Hub
  3. 3. 1. My story 1. Case studies2. Keys to collaboration 2. Table networking – put into marketing practice!
  4. 4. ACCEPT UNCERTAINTY My Story 1. Inspired by Dad 2. Sales rep 3. Marketing 4. Co-preneur 5. MBA 6. Mafia 7. Director of Marketing 8. Marketing Strategy Be flexible 9. Professor Experiment more Embrace failure 10.Collaboration ExpertImage: http://russelldavies.typepad.com/planning/
  5. 5. Keys Authentic Identifying the brand’s voiceAssistGive back / Get involved Affiliates Referral Partners / Brand EvangelistsAddressSpur online conversations and reviews Analyze Monitor & measure
  6. 6. One to many – scale messageGOALS Create brand evangelists Produce deeper insights about customers BONU S Strengthen relationships TAKE ! ALTHOU S G MUCH TIME, IT’S H IT TRAD CHEAPER IT THAN MARK IONAL ETING !!!Build overall brand awareness
  7. 7. 1 Authentic Identify the brand voice
  8. 8. If your brand was a car… what would it be?Why???Pay attentionto key words
  9. 9. “I had no idea that being your authentic self could make meas rich as Ive become. If I had, Id have done it a lot earlier.” Oprah Winfrey
  10. 10. 2 Assist - Give back / Get involved!Run Women Run SMA BUT RT AL L FOR YOU IANCJeans for Justice D RET ANYT ON’T S… EWomen’s Empowerment URN HIN A ! G IN SKJust in Time for Foster YouthGirls Give Back – Jewish Family Services
  11. 11. EXAMPLE BONUS: MAKES YOUR BRAND INTERESTING!
  12. 12. 3AffiliatesReferral Partners / Brand Evangelists• NAWBO• Women in Science• Women in Technology• Women in Construction• Connected Women of Influence• Women in Business
  13. 13. CREDIBILITY BY ASSOCIATIONLOOKING FOR NEW MARKET EXPOSURE ONE TO MANY VS. ONE-ON-ONE AGREE ON GIVE AND TAKE! YES… YOU CAN ASK!!!
  14. 14. 4 Address Spur online conversations and reviews
  15. 15. OTHER EXAMPLES…
  16. 16. 5 Analyze - Monitor & measure
  17. 17. www.tweetreach.com
  18. 18. www.marketing.grader.com
  19. 19. COLLABORATE, COLLABORATE, COLLABORATE!!!
  20. 20. CASE STUDIES 3 COMPANIES 6 MONTHSMONTHLY COACHING MEETINGS
  21. 21. Kim Richards
  22. 22. Kim Richards• New venture• Networking• Focus• Referral partners• Consistent message• Outcomes • PR for KDR PR • Building brand in STEAM • Website, social media presence • New client - UCSD Extension, targeted networking in STEAM and collaborations are the keys to moving my business forward
  23. 23. Vivian Sayward
  24. 24. • Vivacity Collaborative Marketing Plan • Affiliates • Vendors/Contractors • Influential Customers • Assisting the Market • Pro Kids• Results• Lessons Learned
  25. 25. Dana Rideout Career Publicist ServicesElevating the Visibility of Professional Women
  26. 26. • Affiliates • Recruiters • Industry Associations • Addressing the Market • LinkedIn Group Discussions • Networking Participation • Assisting the Market • Bartering Services • Recommendations• Results• Lessons Learned
  27. 27. CASE STUDY RESULTS Increased social media presence by 30-50% Increased online presence by 20-30%
  28. 28. TABLE NETWORKINGPartner with someone at your table you don’t know Introductions: 5 minutes (2.5 min each)Assignment: 10 minutes (5 min each) - see next slide
  29. 29. Key #3 - Affiliates Referral Partners / Brand Evangelists Assignment Work with your partner to identify your top referral partners / current brand evangelists (by name if you can!) Person #A Person #B 1. ______________________________ 1. ______________________________ 2. ______________________________ 2. ______________________________ 3. ______________________________ 3. ______________________________ 4. ______________________________ 4. ______________________________ 5. ______________________________ 5. ______________________________AffiliatesEach company must mobilize and leverage third parties to, ideally, become an invaluable resource for their customers. For example a smallbusiness Attorney could collaborate with an Accountant, Insurance Broker, Business Coach, and Financial Planner to write articles, presentworkshops, and overall cross-pollinate customers. By working together complementary businesses can keep the target customer within reachat all times. By serving as the orchestrator, helping to connect customers with other entities, collaboration marketers develop richer profiles ofcustomers and their needs.
  30. 30. Collaboration Twitter.com/HeraHub | Facebook.com/HeraHubMarketingFelena HansonFounder, Hera Hub

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