This is a presentation I did for the CPMR course in January of 2013, at the University of Texas, Austin. In this presentation I step independent manufacturer's representatives through the landscape and concepts of Inbound Marketing and appropriate uses of social media tools.

1. Social Media for the Rep Firm
By Don Lafferty
@donlafferty
www.minglsocial.com
CSP - Professional Selling

2. The Funnel

3. The New Funnel

4. The New Funnel

5. What is Social Media?

6. A Personalized Media Channel

7. Social Media Landscape

8. Social Business

9. Social Business

10. Inbound Marketing
The art of earning the attention of
prospects, making yourself easy to be
found, and drawing customers to your
website by producing content customers
value.

11. Inbound Marketing
• Attract traffic
• Convert visitors to leads
• Convert leads to sales
• Turn customers into repeat higher margin
customers
• Analyze for continuous improvement

12. Inbound Marketing

13. Inbound Marketing

14. Inbound Marketing

15. Landing Page

16. Landing Page

17. Email Marketing

18. The 2012 State of Inbound Marketing

19. Inbound Marketing Budget 2012 vs. 2011
89% of companies are either
maintaining or increasing their
Lower
Inbound marketing budgets.
11%
Higher
Among the 47% of 47%
No
respondents with increased
Change
budgets, the most commonly 42%
cited reason was “past success
with inbound marketing.”
HubSpot 2012 State of Inbound Marketing

20. Inbound Marketing – Takeaway #1
HubSpot 2012 State of Inbound Marketing

21. Inbound Marketing – Takeaway #2
HubSpot 2012 State of Inbound Marketing

22. Inbound Marketing – Takeaway #3
HubSpot 2012 State of Inbound Marketing

23. Inbound Marketing – Takeaway #4
HubSpot 2012 State of Inbound Marketing

24. Inbound Marketing – Takeaway #5
HubSpot 2012 State of Inbound Marketing

25. Cost of a Lead
HubSpot 2012 State of Inbound Marketing

26. We’re in a “People” Business

27. “All things being equal, the rep who shows up is
usually the one who gets the PO.” – Bob Trinkle

28. “All things being equal, the rep who shows up is
usually the one who gets the PO.” – Bob Trinkle

29. Internet Usage - Americas

30. Facebook - by the Numbers
• There are 170 million
Facebook users in the
US, representing 55% of the
population, and 74% of all
online users.
• Facebook users spend an
average of 16 minutes a
day on the site.
• 25% of all content shared
on The Internet is done
through Facebook.
• Facebook is responsible for
26% of all referral traffic.

31. User age distribution on Facebook in United States

32. Twitter – by the Numbers
• There are 126 million
Twitter users in the
US, representing 38% of the
population, and 60% of all
online users.
• 28% of Twitter users have
an income of over $100K.
•36% of Twitter users tweet
at least once per day, with
an average visit time of
11:50 minutes
• Twitter accounts for 4%
of referral traffic.

33. Why do People Retweet? (Share)

34. Your Personalized Media Channel

35. Objectives

36. Objectives
• Grow Sales Revenue.
• Provide Value to Principals and Customers.
• Engage New Principals.

37. Objectives
• 1. Establish our firm’s regional leadership as
sales and marketing professionals.
• 2. Provide a best-in-class resource of
information about our
products, principals, and markets for our
target customer base.
• 3. Identify and engage influencers who will
collaborate with us to extend our reach to
accomplish objectives 1 & 2.

38. Strategy
• 1. Create our Social Media Footprint.
• 2. Develop our Content Strategy.
• 3. Allocate Resources to complete 1 & 2.
• 4. Assign appropriate tasks or hire talent.
• 5. Execute.

39. Social Media Footprint

40. Social Media Footprint

41. Branded Profiles
Your profiles should immediately brand
yourself and/or your company, both
visually, and textually.

42. Branded Profiles

43. Branded Profiles

44. Branded Profiles

45. Branded Profiles

46. Content – The Carrot
• Articles, Essays, Whitepapers, Press
Releases, Data Sheets
• Photos, Charts, Infographics
• Webinars
• Online Tools
• Audio
• Video

47. Content Management Strategy
• Establish an Editorial Calendar
• Assign content creation
• Queue content
• Distribute/Broadcast
• Engage

48. Content Management Resources
• Editor-in-Chief – CMO
• Writer
• Photographer
• Video
• Content Management System – Wordpress /
Joomla / Drupal, etc…
• Webinar Service – Citrix, TelSpan, etc…

49. The Power of Blogging

50. Your Personalized Media Channel

51. Social Media Footprint

52. Listen and Engage

53. Key Words

54. Incoming Leads
• LinkedIn
• Facebook
• Twitter
• Google Alerts

55. The New Funnel

56. Incoming Leads
• Blog Articles
• Traditional Media
• Press Releases
• Status Updates
• Event Announcements
• Events in REAL TIME

57. Automation Tools
• HootSuite
• SocialOomph
• NutShell Mail
• Email Marketing Platform
• Google Alerts
• Social Mention

58. Engagement

59. Engagement

60. Engagement

61. Engagement

62. Tactical Business Development

63. Tactical Biz Dev Example
• Establish an Objective
• Identify and connect with all engineers
attending 2010 7th Annual IEEE
Communications Society Conference on
Sensor, Mesh and Ad Hoc Communications
and Networks (SECON), 21 Jun - 25 Jun 2010
at the Hyatt Regency Boston, MA.”

64. Tactical Biz Dev Example
• Create the content
• Devise a value hook
• Inform the IEEE about your value proposition
and provide a link to your content.
• Set up Google alerts to feed you leads about
the event, it’s sponsors and attendees.
• Identify or create a Twitter hashtag to create
community.
• Set up Twitter searches to identify mentions
of the event, its sponsors and attendees.

65. Tactical Biz Dev Example
• “Scrub” the conference program for names of
presenters, their companies and other
industry affiliations.
• Find the Internet presence of every
person, company and association, and engage
them appropriately.
• Create a concurrent social event (a
“tweetup”) and invite everyone associated
with the event to the tweetup.

66. Tactical Biz Dev Example
• Create a Facebook and Meetup.com group for
your event to create community and drive
traffic back to your website/blog. Engage New
Principals
• Feed your Media Channel with
Pictures, Video, and Links to pertinent
articles, being sure to tag them appropriately.

67. Tactical Biz Dev

68. Tactical Biz Dev

69. Tactical Biz Dev

70. Daily Presence Management
• Respond to blog comments
• Send emails to thanks people who've comment on my blog
• Update Facebook Status
• Respond to Facebook comments/friend requests/messages
• Update LinkedIn Status
• Respond to LinkedIn connection requests/messages
• Respond to Twitter @ replies
• Respond to Twitter direct messages
• Tweet out an interesting blog post by a target connection (mentioning them with an @ reply)
• Leave a comment on 1 other blog

71. Your Personalized Media Channel

72. Measuring Results
• # of Connections/Friends
• # of comments on your blog post
• # of mentions
• # of shares
• # of likes
• # of whitepaper downloads
• # of email addresses added

73. Measuring Results - Facebook

74. Measuring Results – Bit.ly

75. Measuring Results – Social Mention

76. Measuring Results – Google Analytics

77. The Cost of Social Media
• The average entrepreneur in the U.S. earns
$75/hour.
• Consultants can charge from $30-$50/hour
for execution services, and from $1500 to
$25,000/month for strategic support.
• Tools can cost from $20-$6000/month
depending on the scope of your needs.

78. Resources
• http://en.wikipedia.org/wiki/Inbound_marketing
• http://www.socialbakers.com/facebook-statistics/united-states
• http://www.businessinsider.com/a-complete-breakdown-of-how-
everyone-wasted-time-on-the-internet-in-2011-2012-1#there-are-more-
than-800-million-internet-users-on-facebook-200-million-joined-in-2011-
12
• http://www.mediabistro.com/alltwitter/twitter-statistics-2012_b18914
• http://www.internetworldstats.com/stats2.htm
• http://blog.hubspot.com/blog/tabid/6307/bid/30495/25-Eye-Popping-
Internet-Marketing-Statistics-for-2012.aspx
• www.problogger.com
• www.socialmediatoday.com
• www.copyblogger.com
• www.marketingprofs.com