Current Trends with Inbound Marketing and Social Media


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  • Purpose: This presentation showcases basic social media truths , offers definitive reasons to move forward with a social media plan, and suggests action steps. Feeling: As a result of this presentation, women understand the importance of “getting” social media and integrating it.
  • We used to call it advertising: direct marketing, cold calling, newspapers, tv…it’s all outbound marketing
  • How people communicate today Hubspot: 46% of daily searches are for info on products or services 78% of internet users conduct product research online Educo Park in a YouTube video tells us the Top 10 in-demand jobs for 2010 didn’t exist in 2004 50% of all workers have been with their current employer less than five years
  • “ Audiences everywhere are tough. They don’t have time to be bored or browbeaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and BE WHAT PEOPLE ARE INTERESTED IN. –Craig Davis, J Walter Thompson, 4 th largest ad agency in the world Social interactions more effective way to reach and interact with customers World-wide, 52% of companies use social media. 41% of customers prefer user reviews and ratings. Reviews enhance sales 18%. Recommendations of our friends matter. Social media with its massive reach, viral characteristics and opportunity for dialogue and to propagate content has become a KEY marketing channel. Social media as customer service tool Social media as an inbound marketing tool – affects SEO
  • How people communicate today Hubspot: 46% of daily searches are for info on products or services 78% of internet users conduct product research online Educo Park in a YouTube video tells us the Top 10 in-demand jobs for 2010 didn’t exist in 2004 50% of all workers have been with their current employer less than five years
  • Email and Search Expenditures are growing. An Exact Target survey for 2010, a year in which marketing was flat or reduced. Showed 54% of small businesses planned to increase email marketing. 66% planned an increase in social media expenditures.
  • The truth is that it’s a rapidly changing steamroller. One client: I just figured out Facebook and now people are moving to Google Plus! Typical solopreneur: More time getting started than it takes to finish. Start now. Don’t be held back by perfectionism or procrastination. Don’t selfishly protect yourself from the criticism of others. They’ll talk about you anyway. Start now! Start where you are.
  • Boredom quotient – Gartner Report “ User Survey Analysis: Trends in Social Media Growth” 19-39 “aspirers” becoming bored Fresh Instant Innovation
  • Ask questios. Ask your audience members what they want. Ask them again. And again. Glean customer insights – listen and engage. Listen to what your customers have to say. Engage them, treat them with respect, and make them part of the process. Use social media platforms to help you develop your next product, solve your next problem, capture data for your next market research, etc.
  • Produce content – publish on various channels Content isn’t enough. Honestly empathetic, information timely, needed, helpful and on-brand. Delightful, fresh, entertaining, seeded with utility for customers. Reflects you business core values. Inspired by your voice Put yourself in your customer’s shoes
  • Less one-off Filter and manage content User ratings Make a content plan in less than an hour/month – blog topics, email topics, newsletter topics, e-book, white paper, podcasts, videos, photos… Build your own checklists
  • Key to using your limited time most effectively is streamlined processes and consolidation of information Build scalability. Rather than get overwhelmed by social media, use technology for social monitoring, management, posting and measurement to help you scale your efforts, effectively managing multiple brands across multiple platforms. Otherwise social media will overwhelm you. Monitor the competition. Conduct competitive intelligence. What’s working well for them, and what isn’t?
  • AdWords complements the way you would approach SEO, along with Google Places and Google’s Keyword Tool. Make a list of five or six of the keywords you would like to use and see what Google suggests. If you have a competitor in mind, enter their website and see what keywords they’re using.
  • find out what is being said about their company or product. monitor a developing news story. keep up to date on a competitor or industry. get the latest news on a celebrity or sports team. find out what's being said about themselves. Here's how it works: You enter a query that you're interested in. Google Alerts checks regularly to see if there are new results for your query. If there are new results, Google Alerts sends them to you in an email.
  • Technology drives social media engagement Smart phones and tablets are growing. Mobile/smart phones will reach a 50% marketing share by 12/31/11
  • Brian Solis: 61% of small business use Social media; 75% of companies have a page on a networking site Cision national survey of reporters and editors show 89% use blogs for story research, 65% use social media sites like FB & LI, and 52% microblogging sites like Twitter. Same survey shows verification is required Top 10 networks = 80% of traffic 80% of all companies use social media for recruiting – Eric Qualman, ClickZ Super networks lead to niches Older age segments = privacy concerns Young tech savvy increases interaction
  • Always include links. Cross-promote
  • Use place offers, check-ins, and whatever other new tools become available for local marketing in the future.
  • Goal? Website traffic Thought leadership Leads Sales Buzz Social media = business goals Who is responsible for what, internally:? What are the time commitment and scheduling expectations. Have a well-thought-out action plan in place so your social media efforts don’t become an afterthought. Develop a reporting structure. Increase value by measuring and reporting results on a regular schedule so you can measure alignment with your goals and implement improvements in future initiatives
  • Set up accounts on all networks you wish to target. BIG four: Plus Quora Photo and/or logo Links to website Content – yours or company’s Only 29% have a written plan in place for employees
  • Be amazing. Brand your business. Express your branding and your personality in e verything you do. Even if your products are boring, you don’t have to be. Create a 90-day transformation plan. How can you become a better, stronger, and more powerful force? Define your ideal social media presence, then develop a 90-day step-by-step plan to transform your brand. Answer questions. Provide superior customer support Give ‘em some “WOW!” Instead of just promoting your blog posts via social media, mix up the content. Consider videos, podcasts, questions, contests, interviews, news, and downloads, and share others’ valuable content. Incorporate current events. Integrate, integrate, integrate Help others
  • Current Trends with Inbound Marketing and Social Media

    1. 1. Current Trends with Inbound Marketing & Social Media 5 Social Media Truths You Need to Know for 2012
    2. 2. Follow today’s presentation online:
    3. 3. Traditional marketing is outbound.
    4. 4. We’re sick of interruptions.
    5. 5. <ul><li>“ Business, more than any other occupation, is a continual dealing with the future.” </li></ul><ul><li>-- Henry R. Luce </li></ul>
    6. 6. Inbound conversations count today.
    7. 7. Inbound marketing builds visibility.
    8. 8. Inbound marketing rocks! <ul><li>95% of clicks are from page one search </li></ul><ul><li>+ Email expenditures </li></ul><ul><li>+ SEO expenditures </li></ul><ul><li>+ Daily Deals sites (GroupOn, LivingSocial, Fab) </li></ul><ul><li>Social media increases fundraising by 40% </li></ul><ul><li>Share this </li></ul><ul><li>Facebook continues to expand… </li></ul>
    9. 9. Myth: social marketing saves money.
    11. 11. We live in an attention economy.
    12. 12. Daily deals increase the noise.
    13. 13. Which channels fit your brand?
    14. 15. Platforms equate to search results.
    15. 16. Customer-centric wins the race.
    16. 17. Evaluate:
    18. 20. Content is more than words. <ul><li>Audio </li></ul><ul><li>Video </li></ul><ul><li>Charts </li></ul><ul><li>Info graphics </li></ul><ul><li>Illustrations </li></ul><ul><li>Photos </li></ul><ul><li>Cartoons </li></ul><ul><li>Animation </li></ul><ul><li>Podcasts </li></ul>
    19. 21. Build content distribution systems.
    20. 22. Talk directly to your customer.
    21. 23. Personalize your content!
    22. 24. Evaluate:
    24. 27. FREE Google tools add big value. Keyword Tool / AdWord
    25. 28. Google Alerts monitor anything.
    26. 29. Syndicate your web experience.
    27. 30. Google Reader streamlines info.
    28. 31. Google Places make it local.
    29. 33. Smart phones and tablets rule.
    30. 34. Evaluate:
    32. 37. Modernize your website. <ul><li>Email opt-in visible on every page </li></ul><ul><li>Social sharing buttons </li></ul><ul><li>Blog </li></ul><ul><li>Photo-sharing </li></ul><ul><li>Video </li></ul><ul><li>Events page </li></ul><ul><li>Cross-promote </li></ul>
    33. 39. Social Media is essential!
    34. 41. Advertise and cross promote.
    35. 43. Cross-promotion adds interest.
    36. 45. Understand that mobile matters.
    37. 46. MobiLens data from comScore released in May indicates 72.5 million people in the US owned smartphones by March 2011, up 15% from the preceding three-month period. Google Android continued its trend of luring US smartphone subscribers from RIM Blackberry, though RIM retained its number two position. Android gained about 21% market share from December 2010, rising from 28.7% to 34.7%. 72.5 Million Owners and Growing U.S. Smartphone Market, by Platform Dec. 2010-March 2011, 3-month average share Source: comScore
    38. 47. Prosper Mobile Insights asked smartphone users what smartphone function they cannot live without, and one in five (22%) said texting, followed by internet (17%) and texting (16%). Interestingly, showing just how diverse a device the smartphone has become, only 8% of users cited making phone calls as an indispensible feature of a smartphone – but it still was ranked fourth overall. Ranked 4th: Making Phone Calls Top 10 Essential Smartphone Functions May 2011, % of respondents Source: Prosper Mobile Insights
    39. 48. It is a mobile “data tsunami” according to Nielsen, with app-friendly OS phones at the epicenter. Consumers with iPhones and Android smartphones consume the most data: 582 MBs per month for the average Android owner and 492 MBs for the average iPhone user. Overall, in the last 12 months, the amount of data the average smartphone user consumes per month has grown by 89% , from 230 MB in Q1 2010 to 435 MB in Q1 2011. “ Data Tsunami” – 89% Growth Y-o-Y Data Usage in MB by Mobile Operating System Q1 2010-Q1 2011, Average MB per user Source: The Nielsen Company
    40. 49. QR Codes offer instant information.
    41. 50. Evaluate: My website is interactive and mobile-friendly. (1 to 5)
    43. 54. Begin with the end in mind. <ul><li>Set specific goals </li></ul><ul><ul><li>Set up social accounts </li></ul></ul><ul><ul><li>Maintain/freshen profiles </li></ul></ul><ul><li>Develop a routine </li></ul><ul><li>Talk procedures/boundaries </li></ul><ul><li>Streamline process </li></ul><ul><li>Measure results </li></ul><ul><li>Back up </li></ul>
    44. 55. Practice ME’s rule of three. <ul><li>Start slow </li></ul><ul><li>Be consistent </li></ul><ul><li>Keep going </li></ul>
    45. 56. Social Media ROI: Your business will still exist in five years.
    46. 57. Evaluate:
    47. 59. Learn more: Class #55623 Marketing with Social Media Mon 11/7, Wed 11/9, and Mon 11/14
    48. 60. Register for this class:
    49. 61. Social Media ROI: Your business will still exist in five years.