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DIGITAL MARKETING
                         AND TOMORROW
                         Chris Brogan...
                         @chrisbrogan
                         http://humanbusinessworks.com/contact




Thursday, May 19, 2011
THE WEB GAVE US A NEW SHOP
                 location-independent
                 location-friendly
                 simple to stock
                 sales while you sleep
                 easy to search




    humanbusinessworks.com                   2

Thursday, May 19, 2011
THE SOCIAL WEB LETS YOU BE
                THE ULTIMATE SHOPKEEPER
                 listen
                 be where they are
                 create interactions
                 build relationships
                 encourage true loyalty



    humanbusinessworks.com                   3

Thursday, May 19, 2011
WHO ARE YOU?
                 you are translators and storytellers and
                 teachers




    humanbusinessworks.com                                  4

Thursday, May 19, 2011
WHO YOU ARE NOT

                 you are no longer the voice of the company




    humanbusinessworks.com                                    5

Thursday, May 19, 2011
WHO AM I

                 i’m an owner




    humanbusinessworks.com      6

Thursday, May 19, 2011
A ROUGH AGENDA

                i can’t do agendas. instead:

                break 1 - 11:30
                lunch - 14:00 - 14:45
                break 3 - 16:00




    humanbusinessworks.com                     7

Thursday, May 19, 2011
WHY I CAN’T DO AGENDAS


                because we don’t have FUN learning that
                way!




    humanbusinessworks.com                                8

Thursday, May 19, 2011
HUMANKIND’S GREATEST NEED


                do you know it?




    humanbusinessworks.com                  9

Thursday, May 19, 2011
WHERE DO YOU START?

                social media doesn’t COST a lot
                except time
                let’s talk about some good starting points




    humanbusinessworks.com                                   10

Thursday, May 19, 2011
WRITE IT DOWN


                list out the various places you think your
                audience spends time online




    humanbusinessworks.com                                   11

Thursday, May 19, 2011
WRITE IT DOWN

                list out (without jargon) what your client’s
                customer really wants. not your client. their
                buyer.




    humanbusinessworks.com                                      12

Thursday, May 19, 2011
GROW BIGGER EARS

                listening is the new black
                most campaigns talk about talking
                be the superhero of listening




    humanbusinessworks.com                          13

Thursday, May 19, 2011
BREAK OUT


                let’s try listening and searching




    humanbusinessworks.com                          14

Thursday, May 19, 2011
LEVELS OF ENGAGEMENT


                can you dip your toe into the water?




    humanbusinessworks.com                             15

Thursday, May 19, 2011
TOOLS OF ENGAGEMENT
                if your tools were:
                youtube
                facebook
                twitter
                blogs
                mobile
                email



    humanbusinessworks.com            16

Thursday, May 19, 2011
BREAK OUT


                talk through some engagement scenarios




    humanbusinessworks.com                               17

Thursday, May 19, 2011
PASSPORTS


                passports are your access to communities




    humanbusinessworks.com                                 18

Thursday, May 19, 2011
WORKSHOP


                list out potential passport accounts
                for the class




    humanbusinessworks.com                             19

Thursday, May 19, 2011
BE WHERE THEY ARE

                are you designing for the 15” screen?
                what about 3/7/9?
                we’re a world of face-downers




    humanbusinessworks.com                              20

Thursday, May 19, 2011
SOCIAL MEDIA AS WIRING


                replace “social media” with “telephone”




    humanbusinessworks.com                                21

Thursday, May 19, 2011
SOCIAL MEDIA AS WIRING

                yammer
                video
                blogs
                email newsletters
                unified system




    humanbusinessworks.com               22

Thursday, May 19, 2011
OBJECTIVES AND GOALS


                what can and should you aim at?




    humanbusinessworks.com                        23

Thursday, May 19, 2011
STALACTITE / STALAGMITE


                three roles that merge in the new world




    humanbusinessworks.com                                24

Thursday, May 19, 2011
CREATE INTERACTIONS

                it’s a two way medium. use it that way.
                be human and talk about them.
                give them reasons to talk about.




    humanbusinessworks.com                                25

Thursday, May 19, 2011
MEASUREMENTS


                this doesn’t just tack onto your spreadsheet




    humanbusinessworks.com                                     26

Thursday, May 19, 2011
WORKSHOP

                what measurements really matter to your
                client? how would various social/digital
                levels move them?




    humanbusinessworks.com                                 27

Thursday, May 19, 2011
SOCIAL MEDIA/SOCIAL
                RESPONSIBILITY

                cause marketing’s new superpower




    humanbusinessworks.com                         28

Thursday, May 19, 2011
BUILD RELATIONSHIPS

                referrals are gold. (buy http://c.hris.cc/re )
                talk about them
                12:1 rule
                interview them
                be there before the sale




    humanbusinessworks.com                                       29

Thursday, May 19, 2011
CONTROLLING SOCIAL MEDIA


                if the US air force can do it with one page...




    humanbusinessworks.com                                       30

Thursday, May 19, 2011
ENCOURAGE TRUE LOYALTY

                the three a’s
                real insider information
                help them be the hero




    humanbusinessworks.com                 31

Thursday, May 19, 2011
3 MAJOR BUCKETS OF SOCIAL

                listening
                connecting
                publishing




    humanbusinessworks.com                  32

Thursday, May 19, 2011
4 BEST THINGS SOCIAL DOES

                connecting
                referrals
                attention
                presence




    humanbusinessworks.com                  33

Thursday, May 19, 2011
HOME BASES AND OUTPOSTS


                what each means to communications




    humanbusinessworks.com                          34

Thursday, May 19, 2011
SOCIAL MEDIA AND STRATEGY


                do you have a telephone strategy?




    humanbusinessworks.com                          35

Thursday, May 19, 2011
LET’S BUILD A FRAME

                goals
                actors & resources
                actions
                sources
                reporting




    humanbusinessworks.com            36

Thursday, May 19, 2011
WORKSHOP


                using that simple frame, build a simple
                strategy or 3 for a client (real or sample).




    humanbusinessworks.com                                     37

Thursday, May 19, 2011
EXTEND THE RELATIONSHIP

                @chrisbrogan
                http://linkedin.com/in/chrisbrogan
                http://chrisbrogan.com/contact




    humanbusinessworks.com                           38

Thursday, May 19, 2011
humanbusinessworks.com/contact




    humanbusinessworks.com

Thursday, May 19, 2011

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Digital Marketing Training for Riga

  • 1. DIGITAL MARKETING AND TOMORROW Chris Brogan... @chrisbrogan http://humanbusinessworks.com/contact Thursday, May 19, 2011
  • 2. THE WEB GAVE US A NEW SHOP location-independent location-friendly simple to stock sales while you sleep easy to search humanbusinessworks.com 2 Thursday, May 19, 2011
  • 3. THE SOCIAL WEB LETS YOU BE THE ULTIMATE SHOPKEEPER listen be where they are create interactions build relationships encourage true loyalty humanbusinessworks.com 3 Thursday, May 19, 2011
  • 4. WHO ARE YOU? you are translators and storytellers and teachers humanbusinessworks.com 4 Thursday, May 19, 2011
  • 5. WHO YOU ARE NOT you are no longer the voice of the company humanbusinessworks.com 5 Thursday, May 19, 2011
  • 6. WHO AM I i’m an owner humanbusinessworks.com 6 Thursday, May 19, 2011
  • 7. A ROUGH AGENDA i can’t do agendas. instead: break 1 - 11:30 lunch - 14:00 - 14:45 break 3 - 16:00 humanbusinessworks.com 7 Thursday, May 19, 2011
  • 8. WHY I CAN’T DO AGENDAS because we don’t have FUN learning that way! humanbusinessworks.com 8 Thursday, May 19, 2011
  • 9. HUMANKIND’S GREATEST NEED do you know it? humanbusinessworks.com 9 Thursday, May 19, 2011
  • 10. WHERE DO YOU START? social media doesn’t COST a lot except time let’s talk about some good starting points humanbusinessworks.com 10 Thursday, May 19, 2011
  • 11. WRITE IT DOWN list out the various places you think your audience spends time online humanbusinessworks.com 11 Thursday, May 19, 2011
  • 12. WRITE IT DOWN list out (without jargon) what your client’s customer really wants. not your client. their buyer. humanbusinessworks.com 12 Thursday, May 19, 2011
  • 13. GROW BIGGER EARS listening is the new black most campaigns talk about talking be the superhero of listening humanbusinessworks.com 13 Thursday, May 19, 2011
  • 14. BREAK OUT let’s try listening and searching humanbusinessworks.com 14 Thursday, May 19, 2011
  • 15. LEVELS OF ENGAGEMENT can you dip your toe into the water? humanbusinessworks.com 15 Thursday, May 19, 2011
  • 16. TOOLS OF ENGAGEMENT if your tools were: youtube facebook twitter blogs mobile email humanbusinessworks.com 16 Thursday, May 19, 2011
  • 17. BREAK OUT talk through some engagement scenarios humanbusinessworks.com 17 Thursday, May 19, 2011
  • 18. PASSPORTS passports are your access to communities humanbusinessworks.com 18 Thursday, May 19, 2011
  • 19. WORKSHOP list out potential passport accounts for the class humanbusinessworks.com 19 Thursday, May 19, 2011
  • 20. BE WHERE THEY ARE are you designing for the 15” screen? what about 3/7/9? we’re a world of face-downers humanbusinessworks.com 20 Thursday, May 19, 2011
  • 21. SOCIAL MEDIA AS WIRING replace “social media” with “telephone” humanbusinessworks.com 21 Thursday, May 19, 2011
  • 22. SOCIAL MEDIA AS WIRING yammer video blogs email newsletters unified system humanbusinessworks.com 22 Thursday, May 19, 2011
  • 23. OBJECTIVES AND GOALS what can and should you aim at? humanbusinessworks.com 23 Thursday, May 19, 2011
  • 24. STALACTITE / STALAGMITE three roles that merge in the new world humanbusinessworks.com 24 Thursday, May 19, 2011
  • 25. CREATE INTERACTIONS it’s a two way medium. use it that way. be human and talk about them. give them reasons to talk about. humanbusinessworks.com 25 Thursday, May 19, 2011
  • 26. MEASUREMENTS this doesn’t just tack onto your spreadsheet humanbusinessworks.com 26 Thursday, May 19, 2011
  • 27. WORKSHOP what measurements really matter to your client? how would various social/digital levels move them? humanbusinessworks.com 27 Thursday, May 19, 2011
  • 28. SOCIAL MEDIA/SOCIAL RESPONSIBILITY cause marketing’s new superpower humanbusinessworks.com 28 Thursday, May 19, 2011
  • 29. BUILD RELATIONSHIPS referrals are gold. (buy http://c.hris.cc/re ) talk about them 12:1 rule interview them be there before the sale humanbusinessworks.com 29 Thursday, May 19, 2011
  • 30. CONTROLLING SOCIAL MEDIA if the US air force can do it with one page... humanbusinessworks.com 30 Thursday, May 19, 2011
  • 31. ENCOURAGE TRUE LOYALTY the three a’s real insider information help them be the hero humanbusinessworks.com 31 Thursday, May 19, 2011
  • 32. 3 MAJOR BUCKETS OF SOCIAL listening connecting publishing humanbusinessworks.com 32 Thursday, May 19, 2011
  • 33. 4 BEST THINGS SOCIAL DOES connecting referrals attention presence humanbusinessworks.com 33 Thursday, May 19, 2011
  • 34. HOME BASES AND OUTPOSTS what each means to communications humanbusinessworks.com 34 Thursday, May 19, 2011
  • 35. SOCIAL MEDIA AND STRATEGY do you have a telephone strategy? humanbusinessworks.com 35 Thursday, May 19, 2011
  • 36. LET’S BUILD A FRAME goals actors & resources actions sources reporting humanbusinessworks.com 36 Thursday, May 19, 2011
  • 37. WORKSHOP using that simple frame, build a simple strategy or 3 for a client (real or sample). humanbusinessworks.com 37 Thursday, May 19, 2011
  • 38. EXTEND THE RELATIONSHIP @chrisbrogan http://linkedin.com/in/chrisbrogan http://chrisbrogan.com/contact humanbusinessworks.com 38 Thursday, May 19, 2011
  • 39. humanbusinessworks.com/contact humanbusinessworks.com Thursday, May 19, 2011