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Joining The Conversation

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Presentation I gave at Smart Marketing Warriors - July 2009

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Joining The Conversation

  1. 1. Joining the conversation Using Social Media to Market your Business
  2. 2. <ul><li>‘Your brand is what Google says it is, not what you say your brand is’ </li></ul><ul><li>Chris Anderson, Wired Magazine Editor </li></ul>
  3. 3. What is web 2.0 (aka the Social Web)?
  4. 4. The Social Web is…. <ul><li>Permission marketing (not interruption-based) </li></ul><ul><li>Consumers/Clients chose to learn about you </li></ul><ul><li>The 4 Ps: People, Participation, Publishing and Page Rank </li></ul><ul><li>Strategies: SEO (Search Engine Optimization), PPC (Pay per Click), Adsense, blogging, social media, content publishing (audio, photos, videos), website development, analytics </li></ul>A new element in the marketing mix
  5. 5. Goals for the Social Web for businesses <ul><li>Create connections and build relationships </li></ul><ul><li>Establish yourself as an expert , a thought leader or an innovator </li></ul><ul><li>Manage your brand online </li></ul><ul><li>Grow smarter and faster than your competitors </li></ul>
  6. 6. Tools of the trade
  7. 7. Tools of the trade Monitor Participate Find and share great content Publish www.search.twitter.com
  8. 8. Building your strategy
  9. 9. Building you strategy <ul><li>Who will you reach? </li></ul><ul><li>What will you publish? </li></ul><ul><li>How will you measure success? </li></ul><ul><li>How do you get started? </li></ul>
  10. 10. 1) Who will you reach? <ul><li>Audiences segments </li></ul><ul><li>Customers </li></ul><ul><li>Prospects </li></ul><ul><li>Social Media (other bloggers, forums participants, social networkers) </li></ul><ul><li>Employees </li></ul><ul><li>Community members </li></ul><ul><li>Suppliers/vendors/affiliates </li></ul><ul><li>Buyer personas </li></ul><ul><li>What are their aspirations? </li></ul><ul><li>What are their problems? </li></ul><ul><li>What media do they rely on for answers? </li></ul><ul><li>How can you reach them? </li></ul><ul><li>What’s important to them? </li></ul><ul><li>What words and phrases do they use? </li></ul><ul><li>What sort of images and multimedia appeals to them? </li></ul>
  11. 11. 2) What will you publish? <ul><li>Blogs </li></ul><ul><li>Press releases </li></ul><ul><li>Case studies </li></ul><ul><li>E-books </li></ul><ul><li>White papers </li></ul><ul><li>Photos </li></ul><ul><li>Podcasts </li></ul><ul><li>Videos </li></ul>
  12. 12. 3) How will you measure success? <ul><li>Inbound links to your site/blog </li></ul><ul><li>Site analytics </li></ul><ul><ul><li>Visitors </li></ul></ul><ul><ul><li>Page views </li></ul></ul><ul><ul><li>Bounce rate </li></ul></ul><ul><ul><li>Time on site </li></ul></ul><ul><ul><li>Referrers </li></ul></ul>
  13. 13. 4) Steps to get started <ul><li>Conduct social media searches of blogs, forums, and social networks relevant to your company and expertise </li></ul><ul><li>2) Monitor news , trends , blogs and forums through RSS feeds , Twitter Search and Google alerts </li></ul><ul><li>3) Become a part of the community </li></ul><ul><ul><li>Read and comment on blogs & forums </li></ul></ul><ul><ul><li>Join a variety of social networks </li></ul></ul><ul><ul><li>Use social bookmarking sites such as Delicious , Digg or StumbleUpon </li></ul></ul><ul><li>4) Create a content marketing strategy and start publishing great multi-media content that’s highly relevant to your audience </li></ul>
  14. 14. In a nutshell… <ul><li>Use your business profile to form relationships, put a face to your business and start building demand for, and trust in the services or products you offer </li></ul><ul><li>Don't be nervous about trying to become an expert blogger </li></ul><ul><ul><li>Look at existing conversations that are relevant to your business and start interacting </li></ul></ul><ul><li>Don't expect immediate results </li></ul><ul><ul><li>Building relationships takes time, but maintaining a presence and regularly updating your contacts on what you're doing, will bear fruit soon enough </li></ul></ul>
  15. 15. In a nutshell… (cont) <ul><li>Other than making your business visible, use your conversations to explain what makes your service or product unique or what you can offer that your competitors can't  </li></ul><ul><li>Use this time to get to know your customers and what their needs are </li></ul><ul><ul><li>Asking questions can be a good way of assessing how to align your product or fulfil a need </li></ul></ul><ul><li>You can use these sites to provide good customer service to existing clients by following up with them and answering questions they may have about your products </li></ul>
  16. 16. Want to know more?
  17. 17. Thanks for listening www.laurenceborel.com

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