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Small Company: Big Impact

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Using Social Media Marketing to Build Brand
Presented at TBTF Boot Campa
February 24, 2009

Published in: Business, Technology
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Small Company: Big Impact

  1. 1. Small Company Big Impact Using Your Website and Online Marketing Strategy to Gain Marketshare Bernie Borges – Find and Convert February 24, 2009
  2. 2. Bernie Borges Bio <ul><li>Blogger, Speaker, Podcaster, Author (publishing June 2009) </li></ul><ul><li>Founder, CEO Find and Convert </li></ul><ul><ul><li>Internet Strategy </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Pay-per-Click Advertising Management </li></ul></ul><ul><ul><li>Visitor Conversion Strategies </li></ul></ul><ul><ul><li>Social Media Strategies </li></ul></ul><ul><li>Help B2B companies find and convert leads on the web  </li></ul>
  3. 3. <ul><li>Why Marketing 1.0 Doesn’t Work Anymore </li></ul><ul><li>Developing a Website for Two Audiences </li></ul><ul><li>Marketing 2.0 </li></ul><ul><li>Tools & Platforms </li></ul><ul><li>Personal Branding </li></ul><ul><li>Measuring Results </li></ul><ul><li>Case Study </li></ul><ul><li>Actions and Take-Aways </li></ul>Topics
  4. 4. Why Marketing 1.0 Doesn’t Work Anymore <ul><li>Outbound Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Direct Mail </li></ul><ul><li>Print </li></ul><ul><li>Tradeshows </li></ul><ul><li>TV/Radio </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>SEO/PPC </li></ul><ul><li>Blogging </li></ul><ul><li>Social Networking </li></ul><ul><li>RSS Enabled Content </li></ul><ul><li>Video/Photos </li></ul><ul><li>Twitter </li></ul><ul><li>Slideshare </li></ul>
  5. 5. Why Marketing 1.0 Doesn’t Work Anymore
  6. 6. Old vs. New Marketing Outbound Marketing Inbound Marketing
  7. 7. Your Website Has Two Audiences
  8. 8. Website: Serving Two Masters <ul><li>People </li></ul><ul><li>Clear Message </li></ul><ul><li>Clean Design </li></ul><ul><li>Visual Support </li></ul><ul><li>Easy Navigation </li></ul><ul><li>Call to Actions </li></ul>
  9. 9. Website: Serving Two Masters <ul><li>Search Engines </li></ul><ul><li>Text </li></ul><ul><li>Lean Code </li></ul><ul><li>“Market Focus” </li></ul><ul><li>Link Structure </li></ul><ul><li>Lot’s of Content </li></ul>
  10. 10. Search Marketing: SEO <ul><li>Heavy Lifting on Front End </li></ul><ul><li>Keyword Research </li></ul><ul><li>Focused Content </li></ul><ul><li>SEF Architecture a Must </li></ul><ul><li>Link Building </li></ul><ul><li>Get Social </li></ul><ul><li>Never Ends </li></ul>
  11. 11. Search Marketing: PPC <ul><li>Develop Campaigns </li></ul><ul><li>Segment into Groups </li></ul><ul><li>Keyword Research </li></ul><ul><li>Go for Longtails </li></ul><ul><li>Dedicated Landing Pages </li></ul><ul><li>Set Daily Budgets </li></ul><ul><li>Test Call to Actions </li></ul><ul><li>Geo Target (if applicable) </li></ul><ul><li>Be Anal About Metrics </li></ul><ul><li>Test, Revise, Measure </li></ul><ul><li>Test, Revise, Measure </li></ul>
  12. 12. Marketing 2.0 <ul><li>Think Like a Publisher </li></ul>Focus on Relationships
  13. 13. Marketing 2.0: Think Like a Publisher! <ul><li>Think Content! </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>e-books </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Presentations </li></ul></ul>
  14. 14. Developing a Social Media (Marketing 2.0) Plan <ul><li>Begin with Research </li></ul><ul><ul><li>Where does your customer “hang out?” </li></ul></ul><ul><ul><li>Ask your customers </li></ul></ul><ul><ul><li>Research your competition </li></ul></ul><ul><ul><li>Search on the social web </li></ul></ul>
  15. 15. Developing A Social Media Plan Source: The Value of Many, Neighborhood America
  16. 16. Make a Commitment <ul><li>Should you…. </li></ul><ul><ul><li>Start a blog? </li></ul></ul><ul><ul><li>Focus on social networking sites? </li></ul></ul><ul><ul><li>Start your own community on the web? </li></ul></ul><ul><ul><li>Twitter? </li></ul></ul><ul><ul><li>Video? </li></ul></ul>
  17. 17. <ul><li>Themed </li></ul><ul><li>Human Voice </li></ul><ul><li>Transparency </li></ul><ul><li>Commitment </li></ul>Business Blogging Strategies
  18. 18. Size of Blog Market
  19. 19. Social Media Tools and Platforms
  20. 21. Facebook http://www.insidefacebook.com/
  21. 22. Facebook: Individual Profile
  22. 23. Facebook Groups
  23. 24. <ul><li>Fan Page </li></ul>Facebook Fan Page
  24. 25. LinkedIn Individual Profile Work History Recommendations Introductions Portfolio Valuable Links
  25. 26. LinkedIn Groups
  26. 28. What is Twitter? http://www.commoncraft.com/Twitter Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain
  27. 29. Some Famous People on Twitter…
  28. 30. Some Not-So-Famous People on Twitter 
  29. 31. Want to Find Someone on Twitter? http://www.socialbrandindex.com/
  30. 32. Twitter: Events & Trends Using Hashtags
  31. 33. Personal Branding <ul><li>Individual reputation management </li></ul><ul><li>Personal and professional brand converged </li></ul><ul><li>Benefits individual and employer </li></ul><ul><li>Be real, be interesting </li></ul><ul><li>Contribute </li></ul><ul><li>It’s an asset! </li></ul><ul><li>Embrace it! </li></ul>
  32. 34. Personal Branding http://www.businessweek.com/blogs/in_your_face/archives/2008/05/bernie_borges_l.html
  33. 35. Video
  34. 36. Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value
  35. 37. Presentations
  36. 38. Measuring Results <ul><li>Relationships </li></ul><ul><li>Content </li></ul><ul><li>Alignment </li></ul><ul><li>Best Practices </li></ul>
  37. 39. Google Analytics
  38. 40. Hubspot: Facebook Lead Tracking
  39. 41. Reputation Management Tools http://jobmob.co.il/blog/online-reputation-management-resources-tips/
  40. 42. Making Time for Social Media <ul><li>Are you getting great results now? </li></ul><ul><li>Did your marketing budget increase? </li></ul><ul><li>Are your buyers easy to reach? </li></ul><ul><li>Is your brand as good as it could be? </li></ul>How do you currently allocate your time???
  41. 43. Staffing Implications <ul><li>There are many… </li></ul><ul><ul><li>Do they get it? </li></ul></ul><ul><ul><li>Who likes to write? </li></ul></ul><ul><ul><li>Introverts? Extrovert? </li></ul></ul><ul><ul><li>Staff re-allocation? </li></ul></ul><ul><ul><li>Time commitment? </li></ul></ul><ul><ul><li>Justification? </li></ul></ul>
  42. 44. http://www.sherpastore.com/socialmediabmg09.html
  43. 47. Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities
  44. 48. Reasons Not to do Marketing 2.0 <ul><li>Don’t have time… </li></ul><ul><li>Our staff resists it… </li></ul><ul><li>Our competitors aren’t doing it… </li></ul><ul><li>We’re going out of business… </li></ul>
  45. 49. <ul><li>Website is for Two Audiences </li></ul><ul><li>Think like a publisher </li></ul><ul><li>Focus on building relationships </li></ul><ul><li>Research the Social Web </li></ul><ul><li>Engage, Listen, Act </li></ul><ul><li>Consider Proper Staff Allocation </li></ul><ul><li>Experiment & Be Patient </li></ul><ul><li>Measure </li></ul><ul><ul><li>Traffic, buzz, brand, sales cycles, referrals, etc. </li></ul></ul>Actions & Take-Aways
  46. 50. Connect with Bernie Borges… Email: [email_address] Website: http://www.findandconvert.com/ Blog: http://www.findandconvert.com/blog/ Twitter: http://twitter.com/berniebay LinkedIn: http://linkedin.com/in/bernieborges Facebook: http://profile.to/bernieborges Facebook Fan Page: http://companies.to/findandconvert

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