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Word Camp 2 2010 Presentation Final

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Presentation from WordCamp Miami 2/20/10:

The Blog as the centerpiece of your social media marketing efforts from Jim Gilbert, CEO of Gilbert Direct Marketing.

GDM is a full service Direct and Social Media Marketing Agency.

Contact for more information.

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Word Camp 2 2010 Presentation Final

  1. 1. Your Blog – The Center of engagement and results <br />Presented by Jim Gilbert, CEO<br />Gilbert Direct Marketing, Inc.<br />Direct Marking ROI – Return on Intelligence<br />
  2. 2. Two case studies to present:<br />Consumer – The Fresh Diet<br />B2B – The Gilbert Direct Marketing Blog<br />We’re going to have to move quickly to get thru both. <br />Q&A<br />Let’s begin…<br />
  3. 3. A class on SEO and writing<br />How to set up a blog<br />I assume you know all this already. Right?<br />And don’t expect that I follow all the rules you may have learned about blogging:<br />I still use WP hosted blog (Gasp!)<br />I don’t write specifically for SEO (But I know my audience and the keywords they think in)<br />I don’t monetize with adwords, space sales etc. (I get yelled at a lot about this.)<br />But to me blogging is about the “Give to Get”<br />What NOT to expect<br />
  4. 4. I will show you exactly how I built these two blogs from ground up<br />The types of content I use to engage?<br />The places I promote my clients blogs<br />And how those places drive traffic back!<br />Perspective from a direct marketer<br />Everything I do is to build engagement, time on site, multiple channels. <br />Goal is to drive business<br />OK what to expect<br />
  5. 5. Why do you blog?<br />Fun?<br />Business?<br />Are you?<br />A Professional marketer?<br />A professional blogger (quit your day job?)<br />About you?<br />Some quick questions…<br />
  6. 6. Perspective: <br />The 9 Immutablelaws of Social Media marketing…<br />
  7. 7. Brand + time = revenue. <br />The more time a consumer spends with your brand and your products, the more likely they are to buy. <br />Engaging customers/prospects in social media channels increases brand/time.<br />Social and all channels/time increases likelihood of purchase<br />Immutable Law of SMM #1<br />
  8. 8. Brand + Channels = Revenue. <br />The more channels a consumer interacts with your brand in, the more likely they are to buy. <br />Offering multiple engagement channels allows for consumer self selection of preferred channels. <br /> Being in the right social media channels based on your market increases channel interaction.<br />Immutable Law of SMM #2<br />
  9. 9. Brand + time + channels = advocates. <br />Consumers spending time in multi channels breeds customers more likely to become brand advocates and influencers. <br />This is the new multichannel marketing model for the 21st century. <br />Social media creates brand advocates and turns peers into your best salespeople.<br />Immutable Law of SMM #3<br />
  10. 10. Right:<br />Engage, Engage, Engage<br />In all channels<br />So what’s your goal?<br />
  11. 11. The Strategy – Engagement Circle<br />
  12. 12. Keep your readers engaged via all channels.<br />Your content pushed out to social media sites. <br />Links back to content on your blog.<br />The engagement cycle<br />
  13. 13. Case Study #1 The Fresh Diet<br />
  14. 14. High end gourmet meals delivered to your door daily.<br />Costs $1,000 plus per month.<br />Regional player with no social media presence a year ago.<br />Major expansion and growth.<br />About The Fresh Diet<br />
  15. 15. Put a human face to a nameless faceless entity!<br />Drive engagement (get consumers involved!)<br />Drive traffic<br />Inform new<br />Promote<br />About The Fresh Diet - Goals<br />
  16. 16. Engage via contentThe Human Face<br />
  17. 17. Engage via contentArticles(duh!)<br />
  18. 18. Engage via content - Contests<br /><ul><li>Contests drive engagement get customers to speak up
  19. 19. (reinforce how they feel about brand)
  20. 20. Let’s face it. We live in the age of peer to peer sales.
  21. 21. People love to buy, but hate to be sold!
  22. 22. Social media allows customers to find you</li></li></ul><li>Customers find you<br />People are talking!<br />
  23. 23. Engage via content Contests<br />CONTEST EXAMPLES:<br />Tell us your worst diet ever (win a free week)<br />Tell us your favorite meal<br />Tell us why you chose The Fresh Diet<br />Of course all testimonials, favorite meals, worst diet responses were published on the blog and other social media sites.<br />
  24. 24. Engage via contentContestResults<br />
  25. 25. Engage via contentContestResults<br />How much is that worth to prospects coming to your blog?<br />
  26. 26. Engage via content<br />And we do a ton of other content:<br /><ul><li> Testimonials
  27. 27. Commercials being shot
  28. 28. Food being prepared, kitchen
  29. 29. Etc, whatever we can think of.
  30. 30. Essentially we “Open the Kimono”</li></li></ul><li>Engage via content<br />
  31. 31. Engage via contentAnd just plain silliness<br />
  32. 32. The Marketing Circle<br />Once a post is up we:<br /><ul><li> Post it to face book
  33. 33. Tweet it
  34. 34. Don’t forget the #hashtags
  35. 35. All our Fresh D Tweeps, retweet it
  36. 36. Each post links/drives people back to the blog</li></li></ul><li>The Marketing Circle<br />The more we post and tweet<br />The larger our FB and Twitter followers grow!<br />More followers = More traffic<br />
  37. 37. The Marketing Circle<br />Posts also get sent to: <br />to name a few<br />
  38. 38. Tracking results…<br /><ul><li>Most posts have CTA.
  39. 39. Special offer posts
  40. 40. Special offer tiles</li></li></ul><li>How we track results<br /><ul><li>Posts via
  41. 41. Referrers in our google analytics reports
  42. 42. Sales funnel “how did you hear about us?”. Call center and web.
  43. 43. WordPress (refferers too)
  44. 44. Newsletter sign ups
  45. 45. Make sure RSS, Blog updates via email, and newsletter sign ups are prominent.</li></li></ul><li><ul><li>Our website
  46. 46. Our email newsletters
  47. 47. Marketing collateral</li></ul>Other key traffic drivers<br />
  48. 48. Next Case study…<br />Moving on…<br />
  49. 49. Case Study 2B2BThe GilbertDirect Marketing Blog<br />
  50. 50. Started blog in November 2008 after I got downsized<br />50K page views in first year<br />Not the biggest, but solid, loyal following<br />New “solid” client every 6 weeks<br />How to’s, News, Opinion, Controversy<br />An experiment and outlet for my writing.<br />Quick Background GDM<br />
  51. 51. Still breaking all the rules you learned today<br />WP hosted (Double gasp!)<br />Need to convert to self hosted but at this point worried about SEO juice.<br />Half of views come from search<br />Long posts, and rants<br />Controversy!<br />Use blog as main website:<br />Only thing not there is portfolio of work<br />Need to figure out how to do that<br />Quick Background GDM<br />
  52. 52. Build credibility<br />Build a following<br />DM/SM Thought leadership (a byproduct, not by design)<br />Generate clients<br />Have fun! (take stress off)<br />Goals of GDM Blog<br />
  53. 53. Article based.Content relevant to target audience<br />
  54. 54. Set up<br />More rules broken:<br />WP widget based (limiting, but living with it)<br />RSS<br />Link to newsletter<br />Facebook link<br />Twitter feed<br />Have posts emailed<br />Only e-com link is to my other company<br />No call to action<br />No self promotion!<br />I get yelled at for no ebook, not selling stuff, etc.<br />
  55. 55. Promoting the blog<br />
  56. 56. Main Referrers<br />
  57. 57. Main Referrers<br />60% of my traffic comes from Linkedin<br />
  58. 58. Linkedin Strategy for B2B<br />First started blog:<br /><ul><li>Used Linkedin Q&A to ask peoples opinions of blog.
  59. 59. Initial traffic came from there
  60. 60. Joined groups (allowed up to 50)
  61. 61. Direct marketing groups
  62. 62. Joined Complimentary groups – web, design, product merch, apparel, entrepreneur and startup
  63. 63. Diverse pool of potential clients!!</li></li></ul><li>Linkedin Strategy for B2B<br />First started blog:<br /><ul><li>Used Linkedin announcements asked my connections to review my blog.
  64. 64. Used Linkedin discussions the same way
  65. 65. Excellent source of feedback</li></li></ul><li>Linkedin Strategy for B2B<br />First started blog:<br /><ul><li> Posting articles/posts to “News” section of Linkedin drove large amounts of traffic to my blog.</li></li></ul><li>Linkedin Strategy for B2B<br />Phase two:<br /><ul><li> Created Linkedin groups to build reputation as thought leader and drive blog traffic.
  66. 66. Direct Marketing Questions & Answers
  67. 67. Social Media Marketing Questions & Answers.
  68. 68. Commented on other relevant blogs
  69. 69. Offered guest posts, sought out guest posts on other blogs.</li></li></ul><li>Favorite posts:<br />Happy Holiday’s Your fired<br />Direct mail is a green business<br />USPS and no postal increase in 2010<br />Fun Posts and controversy<br />
  70. 70. 30 years of marketing, advertising, direct marketing<br />Direct and social media marketing agency<br />Author for Catalog Success and eMarketing & Commerce Magazines (content!)<br />Adjunct Professor, direct marketing, MIU<br />Board Member (Marketing VP), Florida Direct Marketing Association<br />About Jim Gilbert<br />
  71. 71. Copy of this presentation available<br />Bonus – Copy of 9 immutable laws of SMM to anyone who comments on my blog, or tweets about my presentation today #wcmia<br /><br />About Jim Gilbert<br />
  72. 72. Jim Gilbert<br />Gilbert Direct Marketing Inc.<br />Contact info:<br />561-302-1719<br /><br />Blog<br />Follow me on twitter:<br />Thank You<br />
  • namratasingh92351

    Aug. 7, 2014
  • jimdirect

    Feb. 16, 2014
  • raagroup

    Nov. 10, 2011
  • tlneedham

    Mar. 19, 2010

Presentation from WordCamp Miami 2/20/10: The Blog as the centerpiece of your social media marketing efforts from Jim Gilbert, CEO of Gilbert Direct Marketing. GDM is a full service Direct and Social Media Marketing Agency. Contact for more information.


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