Week 2 branding copy 2

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  • How do we identify who is or is not part of our tribe? In this picture, of a community block party, you can tell who identifies as part of the larger community and who is part of a separate group? Tribes sometimes have their own uniforms or ways of separating themselves out from the pack\n
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  • You might need to have some idea of your community and where they hang out; where your potential community lies; (google forms free and efficient)\n
  • Week 2 branding copy 2

    1. 1. Connecting Your Brand to Your Customers Whitney Hoffman Hoffman Digital Media
    2. 2. Session 2Using Social Media to Connect Your Brand to Your Customers Who to connect to and why? Inbound and Outbound Marketing in a Nutshell Finding and Engaging Your Audience Elements of making your messages memorable How to Listen as well as Broadcast
    3. 3. Where Are Your Customers?
    4. 4. Are These Your Customers?
    5. 5. Are They Here?
    6. 6. I know I’m wasting half my advertising budget, I just don’t know which half. -John Wanamaker
    7. 7. Outbound, a.ka. Traditional Marketing
    8. 8. Traditional Marketing• Print (newspapers, magazines, flyers)• Direct Mail• Broadcast (TV, Radio)
    9. 9. Inbound Marketing
    10. 10. Inbound Marketing Tools• Online Ads• Website• Blogs• Email (newsletters, email marketing)• Social Media, including online video• SEO/SEM, Review Sites, Mobile
    11. 11. Let’s compare
    12. 12. Traditional Marketing InBound Marketing $ Website (homebase) Street Traffic Blog or other fresh content$ Ads, Direct mail Social Media Sites$ E-mail and Newsletters TV, Radio, Newspapers Search Engines & Reviews $ Banner Ads, PPC, Facebook Ad $ Mobile + Groupon, Reputation, WOM
    13. 13. What Will Work For You?
    14. 14. There’s probably more than one answer...
    15. 15. What Do You Want? Goal Metrics Friends, Fans, Attention Followers, Visits Contact Information, New Leads Data New Customers Conversions Downloads for WhiteLeadership in the field papers, ebooks, etc.
    16. 16. Integrated Marketing• QR Codes (used well)• Foursquare• Mobile/Location Aware• Groupon• Custom URL’s
    17. 17. Why?• Drive People to an exact page to measure conversions/engagement• Easiest: bit.ly , hootsuite and other URL shortners with metrics• More difficult: Google Custom URL Builder, A/B Testing
    18. 18. Typical Sales FunnelMarketing Sales Product & Customer Service
    19. 19. Relevancyto you, to your customers
    20. 20. Channels are on 24 x 7
    21. 21. Step One
    22. 22. Using Tools to Listen 1. Google Alerts 2. Twitter search 3. Blog Search
    23. 23. iGoogle can be your Newspaper
    24. 24. Monitoring, ComparingQuantcastCompete.comAlexaRadian6 (Social Media Monitoring)Flowtown (Social Media Monitoring)
    25. 25. Creating Communities✦ This is a long term versus short term strategy✦ People come to you because of content and added value✦ Grows network, fans, evangelists✦ Must give them something to do- keep it fresh or it dies
    26. 26. Tribe Identity
    27. 27. Competitive Intelligence
    28. 28. CompetitiveIntelligence✤ SEOMoz, Alexa.com, Compete.com, Quantcast- How well are you doing, and how well are your competitors doing?✤ Search for trends in trends.google.com to see if you can produce timely or seasonally relevant content✤ Google Alerts for competitors as well yourself
    29. 29. Your Customer or Theirs?Can you be there to catchyour competitor’s unhappycustomers?Can you be there whenthey’re not listening?Can you offer a helpfulalternative?Can you position yourselfnext to similar businesses andpartner?
    30. 30. “We’re still in the process of picking ourselves up off thefloor after witnessing firsthand the fact that a 16-year-old YouTuber can deliver us 3 times the traffic in acouple of days that some excellent traditional mediacoverage has over 5 months.”~ Michael Fox
    31. 31. Lifetime Value of a CustomerFormula includes: Average number of years a customer does business with you Average revenue per customer per year Estimated costs to deliver products/services
    32. 32. ConsiderCost of a lost customer in terms of lost revenueand-Loss of additional customers due to word ofmouthCost of Retention- what do you have to do tokeep existing customers happy?Churn rate- how many customers leave? Andwhat does it cost to replace them?
    33. 33. Do The MathCost Per Lead* = (Total Ad Costs) / (# LeadsGenerated)Total Ad Costs = Direct Ad Costs + Indirect Ad CostsDirect Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency FeesIndirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)Marketing ROI = (Revenue – Marketing Cost) /Marketing Cost
    34. 34. Think like a publisher, not a marketer.
    35. 35. Content Rules
    36. 36. Making Content MemorableKeep itSimpleMake itUnexpectedConcreteCredibleEmotionalStory
    37. 37. What Does It All Mean? Demystifying the Networks Comparisons and Data
    38. 38. If content is King, conversionis queen. -John Munsell, CEO of Bizzuka
    39. 39. “If you make customers unhappy in the physicalworld, they might each tell 6 friends. If you makecustomers unhappy on the Internet, they can eachtell 6,000 friends.” -Jeff Bezos, CEO of Amazon.com
    40. 40. What You NeedToolsTactics (abilities)Strategy (skill)
    41. 41. The Most Integrated Marketing Plan on the Planet
    42. 42. Social Media is aningredient, not an entree. -Jay Baer
    43. 43. Decide on a Goal,Then Measure It
    44. 44. Custom URLS
    45. 45. Wrap Up Advice• If it’s integrated, you can measure your results• Make sure you set goals and expectations up front- what can you expect?• Test (A/B), Play, and find what works for you
    46. 46. The Face (and voice) of Your BrandNetwork Solutions, Shashi BellamkondaThe Social Media Swami
    47. 47. Where do you find your customers?
    48. 48. I like to say Twitter is like a bar, Facebookis your living room, and LinkedIn is yourlocal Chamber of Commerce. -BS Stoltz
    49. 49. These Are Your Billboards
    50. 50. Social media is free in the same way a puppy is free.
    51. 51. Let’s get Beyond “Oooh, Shiny!”
    52. 52. The End
    53. 53. Things you’ll need to consider• Who will be that public face?• Do they have the ability/authority to solve problems?• Frequency of Updates• The “reason” to blog
    54. 54. “Social media changes the relationshipbetween companies and customers frommaster and servant, to peer to peer.”
    55. 55. “In the long history of humankind those wholearned to collaborate and improvise mosteffectively have prevailed.” ~ Charles Darwin
    56. 56. What’s Your Time Worth?
    57. 57. Income /2080 = Hourly Rate
    58. 58. $40,000/ yr = $19.23/hr
    59. 59. Looking for the Sweet Spot
    60. 60. InfluenceLikingReciprocitySocial ProofConsistencyAuthorityScarcity
    61. 61. RSS- Really Simple SyndicationSubscription- Let Them Come to You
    62. 62. Session 2Using Social Media to Connect Your Brand to Your Customers Who to connect to and why? Inbound and Outbound Marketing in a Nutshell Killer content: Engaging Your Audience Elements of making your messages memorable How to Listen as well as Broadcast
    63. 63. Don’t Be This Guy
    64. 64. Strategy
    65. 65. Contact Info:Whitney HoffmanHoffmandigitalmedia@gmail.comTwitter: @whitneyhoffman, @ldpodcastFacebook: Whitney HoffmanGoogle Voice: (302) 482-4599Mobile: (302) 562-6507URL: www.whitneyhoffman.com
    66. 66. Cautions
    67. 67. Top Social Networks LinkedIn Twitter Facebook Plus, we’ll talk mobile- Foursquare
    68. 68. Social Media ROIEfficiency Increase networkReputation Grow TrustDifferentiation Client EducationClient Service/ New OpportunitiesRetention Flexibility, TimelinessPR & Exposure
    69. 69. Creating CommunitiesThis is a long term versus short term strategyPeople come to you because of content andadded valueGrows network, fans, evangelistsMust give them something to do- keep it freshor it dies
    70. 70. Case StudiesComcast - Increase Groupon: plusses andcustomer satisfaction, minuses- Superbowlreduce loss of Debaclecustomers Motrin MomsZappos- expandbusiness model, buildcustomer base
    71. 71. Content Rules
    72. 72. Social Media ROI✦ Efficiency ✦ Grow Trust✦ Reputation ✦ Client Education✦ Differentiation ✦ New Opportunities✦ Client Service/Retention ✦ Flexibility, Timeliness✦ PR & Exposure✦ Increase network
    73. 73. RSS- Really Simple SyndicationSubscription- Let Them Come to You
    74. 74. Case Studies✦ Comcast - Increase ✦ Motrin Moms customer satisfaction, reduce loss of customers✦ Zappos- expand business model, build customer base✦ Groupon: plusses and minuses- Superbowl Debacle
    75. 75. Changing Marketplace Everyone can create their own channel of communication- often inexpensively. Everyone can market their own ideas. The problem lies in building the right network for that communication.
    76. 76. Megaphones Don’t WorkYou no longer control the entire message
    77. 77. They’re Shouting BackYour Customers Now Have A Say
    78. 78. You’ve Got Ideas
    79. 79. Where is Your Community?Where are Your Audience?Connecting Where It’s Relevant to Them

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