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Marketing in a Recession

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SHIFT CEO Todd Defren gave this presentation in fall 2008 at Chris Brogan's New Marketing Summit in Boston, late in the fall of 2008.

The advice is still sound! Good luck and let us know how we can help.

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Marketing in a Recession

  1. 1. Holy #%&$!! We’re totally screwed!! Social Media Marketing in Tough Times
  2. 2. Yup. Times are Tough.
  3. 3. 2 Choices
  4. 4. 2 Choices • Get tough! Get smart! Get loud! • Market your way through the downturn • Why would you cut the resources that ensure your brand remains front & center?
  5. 5. “Brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.” » Marketing Your Way Through a Recession » Published: March 3, 2008
  6. 6. • Nail your Sales and Marketing message. • Pound your competitors’ shortcomings. – They’re hurting and they will be quiet. Take the offensive. • In a downturn, aggressive PR and Communications strategy is key. » Doug Leone, Sequoia Capital » Mandatory CEO All-Hands Meeting, Sand Hill Road » Oct. 9, 2008
  7. 7. Remember the Basics • You don’t need to reach EVERYBODY • You just need to reach the people who will buy your stuff
  8. 8. How Do Buyers Find You?
  9. 9. How Do Buyers Find You? And: Oh yeah, and:
  10. 10. What Impacts “Findability?” content
  11. 11. “Findability” is content
  12. 12. TIME is Expensive
  13. 13. What to Do? • Focus on impact! • What do you kill? – SEM (PPC) – Good SEO is cheaper, more effective – Advertising – it’s expensive; it’s hit-or-miss – Layers – cut internal staff – Events – box-up the booth; visibility = speeches
  14. 14. What to Do? • Where do you double-down? – Content creation – thought leadership + findability – SEO – findability – Listening – responsiveness scores points; identifies red flags early on – PR – thought leadership + promotion (read: findability) + responsiveness
  15. 15. Social Media = Virtuous Cycle
  16. 16. Whaddaya Mean by “Content Creation?” TODAY • We got the CEO a speaking gig! – Media advisory! – Bylined article! – Proactive pitches! – On-the-floor interviews! – Go home! TOMORROW • We got the CEO a speaking gig! – Let’s send a camera crew along • Interview her on the way to the event • Podcast from a conference room • Document hallway chatter • Film or livestream the speech – Share content all along the way • Twitpic & Utterz from the floor • #tag, tweet & liveblog the process – Monitor response; interact with users – Do “the traditional PR stuff” too • Content creates ongoing “exposure opportunities” … empowers your communities … boosts SEO …
  17. 17. “But My Prospects Don’t Tweet!” • Chances are, most of your buyers don’t tweet, utter, flick, or ‘tube! • Don’t matter. Not a lick. ’s SOCIAL MEDIA
  18. 18. mmmm … !!!
  19. 19. What About PR? • PR is totally $%#@’ing necessary • For the FTE cost of 1 senior PR pro, agencies will give you 5! - strategists, tacticians, writers, etc. • PR provides 3rd party validation – MSM is influential • Most buyers still prefer a MSM write-up to a blog post (CREDIBILITY) • Most MSM sites have better PageRanks than blogs (FINDABILITY) • Agencies have long-standing relationships across the mediasphere, via several clients (RESULTS) – Industry Awards! Speaking Opportunities! Social Content Distribution! Oh my!
  20. 20. “Dude, I Need a Checklist” DO • Listen • Blog • Hire a PR firm • Focus on SEO • Create & publish relevant content • Distribute content in places where buyers can be found – Trust good SEO to do the rest • Measure DON’T • Advertise • Pay-per-click • Attend events – Unless you’ll be a speaker • Protect your fiefdom – Outsource vs. Hire • And, Don’t Panic!
  21. 21. Now What? I’ve got more ideas… Contact me: • Todd Defren • SHIFT Communications • tdefren@shiftcomm.com • 617-779-1853 • www.shiftcomm.com (web) • www.pr-squared.com (blog) • twitter.com/tdefren (twitter) C’mon, they only gave me 10 minutes!

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