Why use them? The process of selling hasn’t changed. The process of buying has...
Inbound Marketing?• Focuses on earning, not buying, a person’sattention• Done through social media, search andengaging content• Costs less and has better a ROI thanOutbound
Why do it?• 44% of direct mail is never opened.• 86% of people skip through television ads.• 84% of 25 to 34 year olds have clicked out ofa website because of an “irrelevant or intrusivead.”• c90% of all email is now spam• The cost per lead in outbound marketing ismore than for inbound marketing.
WHAT IS SOCIAL MEDIA MARKETING?“Social media marketing is a term thatdescribes the use of social networks,online communities, blogs, wikis or anyother online collaborative media formarketing, sales, public relations andcustomer services.”Wikipedia
Evaluate your site• Does it use Flash?• Does it work cross-browser?• Is it easy to navigate?• Is it fast to load?• Is it more than a company brochure?• Is there a clear call to action?• What is front and centre? Does it adhere to your brand?• Is there a search function?• Is it easy to get home?• How does it perform in search?• Is sharing made simple?
Promote all of this online presence via twitter
Use twitter ‘lists’ to build a target audience
Use twitter’s Retweetfunctionality as a competition entry mechanism
Use Facebook’s ‘like’ functionas a competition entry mechanism
Register your event on Lanyrd then use twitter to create apre-event community and buzz
Use a social dashboard toschedule messages and stay across all your feeds
Create a twitter hashtag tocreate an event community #abpcoconf12
Use a hashtag tool todisseminate the info on the hashtag Conference solution that creates a conference hub of all things related to your event: content tags, members and contributors, photos, related websites, RSS feeds, Tweetups and event schedules, and videos.
Create Google and twitter alerts on the hashtag
Identify your readerWho a re y ou w them ritin ly’ pi cture g fo r? n ‘actual Th e the p erson Imag i n e yo Picture u’re w them riting alone for
Find different anglesCURRENT HEADLINE: ‘Why customer service is our No.1 priority’ V.1 ‘Our ﬁve customer service goals’ V.2 ‘How we are redeﬁning customer service’ V.3 ‘Take a peek at our customer service scorecard’ V.4 ‘How happy are your customers?’ V.5 ‘Unhappy customers? Here’s why.’
Write intriguing headlinesWrite Drunk. Edit Sober. How to get a Google+ invitation.Why it’s sometimesright to think wrong. Wear you client’sWhat’s the earliest ad shoes. you remember as a The curious case of child? incuriosity. ALL OF THESE MAKE GREAT TWEETS
Make sharing easyIf it’s a longer blog, include social buttonsIf it’s a tweet, make it as short as possible to allowfor retweeting
Blogging summary Educate and inform 400 words Use headings to structure your post One thought or idea per post Always use a photo Write intriguing headlinesPromote via your social networks Blogging is permission marketing Be topical rather than interruption marketing
WHAT DOES SUCCESS LOOK LIKE? Subscriptions Page Views Comments Inbound links Followers Retweets ‘Likes’
Badvocates How to deal withunfavourable comments
1. @eventthinker The Wiﬁ server at your conference wasn’tcompatible with my laptop2. @eventthinker I found the wiﬁ at yourconference a little unreliable. Maybe next time tryusing Bitbuzz instead3. @eventthinker Event stinker more like. I bet yourconference stank like a rancid cesspit of half-deadpigeons. @event101 much better
Dealing with unfavourable comments1. Straight Problem – Someone has an issue withyour product or service and has laid out exactlywhat went wrong.Response is almost certainly necessary.Whether that response is personal or a broad public-facing messagedepends on how widespread the problem is and how many peoplereported it.If a real problem exists, steps should be taken to fix it andcustomers should be notified that those steps are being taken.Even a perceived rather than real problem should be given aresponse, if only to say, “Thanks for bringing it to our attention, buthere’s why we use that particular server.’
Dealing with unfavourable comments2. Constructive Criticism Many customers,including some of your most loyal, will use socialmedia to suggest ways in which you can improveyour product or service. While negative, it can beextremely helpful to receive.Constructive Criticism requires a response.Most times you won’t want to implement the advice but you’ll buildloyalty and trust by responding to criticism with a positive message.It is well worth the effort to thank those consumers who took the timeto provide you with a suggestion.
Dealing with unfavourable comments3. Trolling Trolls have no valid reason for beingangry at you. Also in this category are spammers,who will use a negative comment about yourproduct or service to promote a competitor.This category of negative feedback does not require a response. Infact, it is almost always best not to respond to Trolling or Spam. Thistype of feedback isn’t really feedback at all. It is designed either tobait you into an unnecessary and image-damaging fight, or tosiphon off your customers using underhanded tactics. Always ignorethis variety of feedback, and when appropriate, remove it as soon asyou spot it.