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FMA Jan 11


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Social Media for Business

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FMA Jan 11

  1. 1. Financial Managers Association January 11, 2011 Social Media: Fundamental or Frivolous? David Cutler - Creative Business Development Jeff Cutler - Social Media Journalist Evan Zall - Ebben Zall Group See this at
  2. 2. 3 Forms of Media: Own Buy Earn 2 Reasons to Participate: Opportunity Obligation 1 Most Important: Content
  3. 3. YOU
  6. 6. Four Ps Four Es Product Place Price Promotion Experience Everyplace Exchange Evangelism
  7. 7. The Right Tools and Platforms
  8. 8. Inbound Marketing
  9. 9. The FMA Community
  10. 10. 500 million users - Personal, Global 50% daily | 25 Billion pieces of content shared monthly (web links, news stories, blog posts, notes, photo albums, “Messaging”, more.) 70 million members - Biz Brand/Updating 150 industries | 200 countries | New member every second 55 million daily tweets - Live pointers 300,000 sign up daily | 180 million unique monthly visitors 2 billion viewed daily - Easy Everything 24 hrs worth of video uploaded every minute SoMe Numbers
  11. 11. It’s about the Story You Tell
  12. 12. The Four Cs Fresh Ground, Inc. Content  Community  Conversation  Conversion Old Newspaper Flickr image uploaded by ShironenoEuro[busy] Shared under Creative Commons Attribution 2.0 Generic License The Crowd Kiss Flickr image uploaded by Shared under Creative Commons Attribution 2.0 Generic License Conversation, NYC, 1970 Flickr image uploaded by eye2eye Shared under Creative Commons Attribution-NoDerivs 2.0 Generic License Pele Sorg Flickr image uploaded by CJ Sorg Shared under Creative Commons Attribution-ShareAlike 2.0 Generic License
  13. 13. Low Cost + High Creativity
  14. 14. The more things change… Social media, traditional media, old, new, yet to be: the song remains the same Inspire trust with expertise Maximize the value of your – and your company’s – knowledge Establish yourself as information focal point Thought provokes discussion Discussion inspires community Community generates business
  15. 15. One to many, many to one More channels, more conversation, more opportunity Traditional (“outbound”) vehicles Media relationships, published articles, white papers Social media (“two-way”) vehicles Blogs, Twitter, LinkedIn, Facebook, industry-specific groups and platforms Don’t be a stranger
  16. 16. Guarantee: the conversation continues with or without you Your clients and customers Your vendors Your peers Your referral sources Your competitors Challenge: Come to terms with the difference between contributing and controlling the dialogue Your ears are ringing
  17. 17. Is it safe? Well…no. The Wikileaks Domain Vendor Saga of 2010: easyDNS v. everyDNS Unwilling bystander swept into negative controversy Dozens of inaccurate blog posts and tweets I'm not sure who the Pulitzer candidate was who started it, but somebody wrote that Wikileaks had been taken down by us, easyDNS...Not only did people mindlessly hit the "retweet" button and perpetuate bad information: some took the time [to] post comments about our "cowardice.” − Mark Jeftovic, President, easyDNS
  18. 18. Into the fray All online channels put to work Point to point contact, blog posts, Twitter, Facebook The best case scenario of social media strategy Brand, corporate personality gain international exposure Support base becomes vocal A new customer is gained There is great risk in social media, BUT not playing doesn’t keep you out of the game, and having a voice has never been more important
  19. 19. Investment of one person @ ½ hr day = ($15k/yr) ROI = $ 100,000 annual billings
  20. 20. Investment of one person @ ½ hr day = ($15k/yr) ROI = $50,000 annual billings Follow us @ mfacpa
  21. 21. SOCIAL MEDIA… B2C B2B P2P Your Prospects and Influencers Are ALREADY Talking About You Listen, Learn, Join, and Encourage the conversations Tell Your Real Story Create Content They Want = “Inbound Marketing”
  22. 22. Social Media Workshop Overview Three Sessions (60-90 minutes) Each starts with a live update of the latest opportunities on the Web. Then a hands-on look at how these effect your specific business. Session 1 - Social Media Tools – 5 to start with Google, LinkedIn, Facebook, Twitter, YouTube Session 2 - Search Engine marketing – 5 Ways To Get Found Paid, Organic, Display Ads, Referrals, Direct Linking Session 3 – Analyzing The Data – 5 Forms of Data and What To Do With It - Activity, Operational, Outcome, KPIs, Predictive Contact us for details and costs at
  23. 23. Social Media: Fundamental or Frivolous? David Cutler - Creative Business Development Jeff Cutler - Social Media Journalist Evan Zall - Ebben Zall Group See this at Thank You!
  24. 24. Online media consumption throughout the IT buying process
  25. 25. Evolve… Dave Armano+