Catalina Marketing Social Media Seminar


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Social Media Marketing: Show Me the Money
Presented to Catalina Marketing
March 24, 2009

Published in: Business, Technology
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  • Catalina Marketing Social Media Seminar

    1. 1. Social Media Marketing Show Me the Money Bernie Borges – Find and Convert March 24, 2009
    2. 2. Bernie Borges: Founder & CEO, Find and Convert <ul><li>20 + Years Marketing & Sales </li></ul><ul><li>Inbound Marketing Strategist </li></ul><ul><li>Blogger/Writer/Author/Speaker </li></ul><ul><li>Podcaster </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Pay-per-Click Advertising Management </li></ul><ul><li>Visitor Conversion Strategies </li></ul><ul><li>Social Media Strategist </li></ul>Creating Winning Strategies on the Web!
    3. 3. <ul><li>Why Marketing 1.0 Isn’t Good Enough Anymore </li></ul><ul><li>Marketing 2.0 </li></ul><ul><li>What is Social Media? </li></ul><ul><li>Developing a Social Media Plan </li></ul><ul><li>Tools & Platforms </li></ul><ul><li>Personal Branding </li></ul><ul><li>Making Time for Social Media </li></ul><ul><li>Measuring Results </li></ul><ul><li>Convincing Management </li></ul><ul><li>Case Study </li></ul><ul><li>Actions and Take-Aways </li></ul>Discussion Topics
    4. 4. Why Marketing 1.0 Isn’t Good Enough 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 Isn’t Good Enough Anymore
    6. 6. Old vs. New Marketing Outbound Marketing Inbound Marketing
    7. 7. Marketing 2.0 <ul><li>Think Like a Publisher </li></ul>Focus on Relationships
    8. 8. 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>
    9. 9. The Buyer is in Control Not the Seller!
    10. 10. What is Social Media? Social media is information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications , influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks. The term most often refers to activities that integrate technology, telecommunications and social interaction , and the construction of words, pictures, videos and audio. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).
    11. 11. What is Social Media?
    12. 12. Social Media Platforms Share Publish Network reddit digg StumbleUpon Blogs YouTube Twitter Flickr MySpace Facebook LinkedIn Plaxo
    13. 13. <ul><li>Technology </li></ul><ul><ul><li>RSS, XML, AJAX </li></ul></ul><ul><li>Bandwidth Proliferation </li></ul><ul><ul><li>WiFi, High Speed Access </li></ul></ul><ul><li>Social Culture of Communication </li></ul><ul><ul><li>Communities Offer Collective Intelligence </li></ul></ul>Social and Technology Drivers
    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
    21. 22. Facebook
    22. 23. Facebook: Individual Profile
    23. 24. Facebook/CNN Inauguration
    24. 25. Facebook Groups
    25. 26. <ul><li>Fan Page </li></ul>Facebook Fan Page
    26. 27. LinkedIn Individual Profile
    27. 28. LinkedIn Individual Profile
    28. 29. LinkedIn Individual Profile
    29. 30. LinkedIn Groups
    30. 31. LinkedIn Group Discussions
    31. 33. What is Twitter? Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain
    32. 34. Want to Find Someone on Twitter?
    33. 35.
    34. 36. Some Famous People on Twitter…
    35. 37. Some Not-So-Famous People on Twitter 
    36. 38. Want to Find Someone on Twitter?
    37. 39. Twitter: Events & Trends Using Hashtags
    38. 40. Twitter: QuickBooks
    39. 42. 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>
    40. 43. Personal Branding
    41. 44. Video
    42. 45. Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value
    43. 46. Photos
    44. 47. Presentations
    45. 48. Measuring Results <ul><li>Relationships </li></ul><ul><li>Content </li></ul><ul><li>Alignment </li></ul><ul><li>Best Practices </li></ul>
    46. 49. Google Analytics Integration
    47. 50. Google Analytics Integration
    48. 51. Hubspot: Facebook Lead Tracking
    49. 52. Reputation Management Tools
    50. 53. Convincing Management <ul><li>Just Look at the Numbers! </li></ul><ul><li>Do Competitive Research </li></ul><ul><li>Ask Your Customers </li></ul><ul><li>It’s Mainstream Baby! </li></ul><ul><li>Experiment… </li></ul>
    51. 54. 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???
    52. 55. 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>
    53. 56.
    54. 59. <ul><li>Low Cost Implementation </li></ul><ul><ul><li>Most tools are free </li></ul></ul><ul><li>Relationships </li></ul><ul><ul><li>Communities, Trust, </li></ul></ul><ul><li>Marketing/PR </li></ul><ul><ul><li>Viral affects are huge </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Multiple locations of content </li></ul></ul><ul><ul><li>Link centric </li></ul></ul>Marketing 2.O /Social Media Benefits
    55. 60. Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities
    56. 61. 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>
    57. 62. <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>Marketing 2.0 Actions & Take-Aways
    58. 63. Connect with Bernie Borges… Email: [email_address] Website: Blog: Twitter: LinkedIn: Facebook: Facebook Fan Page: