Different from monitoring vendors; we are moitoring for customer acquisitionScorecards bubble up specific customer; kindsB2B and B2C examples – talk about customers we have (FOX, MLB, EMC, FSC, etc) and how they areUpdate the pictures in the back
Market leadership slide
Note from Dayna:Suggestion that this slide gets played sooner with a concrete example/case study. i.e. What is the story of a person going through this process and decide on how to tell that story within this slide.
Stand Out Social Marketing - Monetizing Social - FTB - Toledo
Connect Questions via Twitter:ABOUT ME… #StandOut @bostonmike• VP of Marketing & Sales at Awareness• Boston native,father of 2, Entrepreneur andmarketing guy• Active blogger, tweeter, and social media enthusiast• Author, Stand Out Social Marketing, McGraw-Hill, Nov 9, 2012 Check out the blog: StandOutSocialMarketing.com Like It on Facebook: Facebook.com/standoutsocial Follow me on twitter: @bostonmike
Connect Questions via Twitter: #StandOut @bostonmikeWHAT ACTUALLYHAPPENED...
Connect Questions via Twitter: #StandOut @bostonmikeNot as exciting, but a great story none the less
Connect Questions via Twitter:SO, WHAT’S IT ALL ABOUT? #StandOut @bostonmike
Connect Questions via Twitter: #StandOut @bostonmikeThe way we communicate has evolved
Connect Questions via Twitter: #StandOut @bostonmikeSocial Media represents the largest shift in communications in human history
Connect Questions via Twitter: #StandOut @bostonmike
Connect Questions via Twitter: #StandOut @bostonmikePrinting Press Telegraph/Telephon Recordable Media TV 1400‟s e Late 1800‟s 1900‟s 1800‟s
Connect Questions via Twitter: #StandOut @bostonmike 1) Many-to-many pattern 2) A channel for all types of media 3) Your audience is now the content producer4) Audience is savvy and moved from broadcast to dialog
Connect Questions via Twitter: #StandOut @bostonmikeWhy are marketers soooo excited about it?
Connect Questions via Twitter: #StandOut @bostonmikeLet‟s take a step back...
Connect Questions via Twitter: #StandOut @bostonmikeHow we have been trained to market?
Connect Questions via Twitter:1: Develop a campaign #StandOut @bostonmike
Connect Questions via Twitter:2: Identify Sources #StandOut @bostonmike
Connect Questions via Twitter:4: BROADCAST!! #StandOut @bostonmike
Connect Questions via Twitter: #StandOut @bostonmikeand wait...
Connect Questions via Twitter:Social Media is new and unique for marketers #StandOut @bostonmike
Connect Questions via Twitter:For businesses, marketing through Social #StandOut @bostonmikeMedia is about: • Data that is driven by • Dialog and • ContextualConten t within a • Community
Connect Questions via Twitter:FOR EXAMPLE… LETS SAY WE ARE SELLING… #StandOut @bostonmike
Connect Questions via Twitter:Traditionally… #StandOut @bostonmike • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or offline purchases
Connect Questions via Twitter:Through Social We Would: @bill Need new shoes #StandOut @bostonmike for the office party. What to buy? • Listen for individuals who show Need shoes? We have the largest selection & 20% discount so you look a likelihood of buying great at the party http://bit.ly/45hdf • Target: month 2 in marathon training. Feeling better Hyper-target individuals with everyday contextual offers and content Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day! Identify Contextual Influencers HUGE ski trip with the guys Market to a widget next month! Can’t wait! enthusiast group on Facebook Looking for new ski boots? 10% of for you today http://bit.ly/jhgk Contextual groups (or create one) UGH! I hate back to school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk
Connect Questions via Twitter:Fundamental Difference #StandOut @bostonmike VS
Connect Questions via Twitter: #StandOut @bostonmikeWhat‟s at the core?
Connect Questions via Twitter: #StandOut @bostonmikeMarket Intelligence
Connect Questions via Twitter:SOCIAL BREADCRUMBS #StandOut @bostonmike Social platforms offer deep audience insights – the social “breadcrumbs” people leave online as they take actions and post content provide ripe insight for audience segmentation and targeting
Connect Questions via Twitter:SOCIAL PROSPECTING #StandOut @bostonmike Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them. Example: Pella Windows
Connect Questions via Twitter:IMPLICIT VS EXPLICIT BUYING SIGNALS #StandOut @bostonmikeExample: Pella Windows Explicit Implicit “Looking to buy new windows. “Ugh… I can‟t get Anyone have this draft to stop! experience with It‟s cold in here!” Pella?” “What is the Just starting work cheapest place to on the new buy new windows?” addition! Just bought the “Looking for a new house and am recommendation getting ready to on windows…” move next week!!
Connect Questions via Twitter:SOCIAL PROSPECTING #StandOut @bostonmikeIdentifyprospects andcustomersacross the socialweb Example The 2012 Super Bowl Host Committee identified and assisted fans in the Indianapolis area for the big game. A team of 50 managed all interactions resulting in $3.2M in value to NFL.
SOCIAL PROFILE =PAINTING A PICTURE OF YOUR Connect Questions via Twitter:PROSPECT #StandOut @bostonmike • Are they talking about topics we care about? > Location, time, who they are talking to, who are they talking about, what is their influence? • Are they engaging with our content? Social Profile > Do they know about us, sentiment, frequency, date, time, what content did they react to • Did they participate in our Contest and Apps > Did we get permission to see more profile data? > Did they share their participation with their friends
Connect Questions via Twitter:CAPTURE PROFILE DETAILS #StandOut @bostonmikeGain an intimateview of theindividuals thatmake up your Traditional: 7 fields collected vs. Social: 100+ fields collectedaudience Social Profile Studied at Harvard (2006) and Virginia (1999) Amplified Reach: 23,402,725 Influence Themes: Venture Capital, Investing, Entrepreneurship Other: Fans of 80’s comedies, Political satire televisionExample Politics Democrat Married, Mom The American Cancer Interests: TaskRabbit, Kat Von D, Twix, colorTHEORY, GameChanger, Society collects detailed Charleston - TravelTell, BillShrink, Drync, Daily Grommet, Elizabeth Tina Fey, Viximo, Mozes, Clothia, Haute Hanger, Obey Giant, Boston profile information on all Ballet, Independent Film Festival Boston, Currensee.com, Spring interactions across the Paddocks, LLC, Stratus Prep, Mars Bars, Awareness, SimpliSafe, Barack Obama, Women 2.0, ALS/Lou Gehrig’s Disease, Independent social web. To date they Film Festivals, Boston World Partnerships, Style.ly Tweets: Dec 14: #MIT100K accelerator kickoff...theyre describing a have collected over 1M+ design charette, hackathon type design help for teams. Great idea. and use data to identify Facebook Posts and Comments: Dec 4: Cassius. 10 years old yesterday/today, depending on when you count. Took a nice romp donors and volunteers. around the southend this morning. Still got it.
Connect Questions via Twitter:THINK OF TRADITIONAL MARKETING #StandOut @bostonmike
Connect Questions via Twitter:THINK OF TRADITIONAL MARKETING #StandOut @bostonmike Social Prospecting
Connect Questions via Twitter:THINK OF TRADITIONAL MARKETING #StandOut @bostonmike Social Prospecting Engage
Connect Questions via Twitter:THINK OF TRADITIONAL MARKETING #StandOut @bostonmike Social Prospecting Engage Campaigns
Connect Questions via Twitter: SOCIAL SCORING IN ACTION #StandOut @bostonmike +10 points Visited page +10 points “Any recommendations for product?” +5 points JoinedFacebookpag e +5 points “looking to buySCORE something…” Prospective buyer TIME
Connect Questions via Twitter: #StandOut @bostonmike Mike LewisAuthor of „Stand Out Social Marketing‟ Vice President of Marketing & Sales Awareness, Inc. @bostonmike email@example.com