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A New Marketing Framework


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Utilizing social media for all its purposes. A social media presentation for the Round Table Palooza at TQM.

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A New Marketing Framework

  1. 1. TQM Round Table Palooza!<br />A New Framework for Marketing // Kevin Mullett<br /><br />
  2. 2. TQM Round Table Palooza!<br />A New Framework for Marketing // Kevin Mullett<br /> google“kevinmullett”<br />director of product development<br />
  3. 3. // connections matter; let’s connect<br />
  4. 4. // the “social three”<br />social mediait’s good old fashion media<br />social networkingbusiness and personal networking, just online<br />social marketingmarketing with online tools<br />
  5. 5. // social media = tools<br />
  6. 6. // social networking = visibility<br />
  7. 7. // social marketing = application<br />
  8. 8. // somewhere in between<br />no one (or) everyone<br />
  9. 9. // it’s all visibility and you want it<br />you have to be where your ideal demographic can see you<br />in front of competitors if necessary<br />obey the rules or have your sign removed<br />tell a better story<br />photo by David Evers:<br />
  10. 10. // winning requires knowledge & Strategy<br />what are the rules<br />how can i optimize within the rules<br />which races can i win while staying within my budget<br />am i dedicated to the winning strategy (no trying it out)<br />how much is winning worth<br />
  11. 11. // marketing resources are tight<br />where should businesses spend their marketing<br />resources (time/budget)?<br />traditional advertising (off-line; radio, tv, print, listings)<br />social media (advertising, facebook, sponsored tweets, etc)<br />social media (organic)<br />paid search<br />all of the above<br />
  12. 12. // who wins the intent to action war?<br />social<br />dm<br />tv<br />radio<br />tradeshows<br />newspaper<br />yellow pages<br />search Marketing<br />SEO<br />
  13. 13. // are you for or against it?<br />wait!<br />are you for social <br />media or against it?<br />
  14. 14. // does social media work?<br />opportunity<br />visibility<br />traffic<br />top of mind<br />likeability<br />expertise<br />
  15. 15. // the practical side<br />what do we hope to gain ?<br />visibility & brand recognition<br />traffic generation<br />increased page or site indexing<br />page rank & authority SERPs<br />likability factor (Zappos) (or not)<br />“All things being equal, people want to do business with their friends. All things being not quite so equal, people STILL want to do business with their friends” – Jeffrey Gitomer<br />promoting knowledge experts<br />
  16. 16. // bing + facebook = social SERPs<br />did you know? how will it change social participation?<br /> how will it change who we select on a SERP page?<br />
  17. 17. // who’s in control of your visibility?<br />what will they find?<br />100’s more?<br />
  18. 18. // separating you & your business<br />profiles for you & your<br />
  19. 19. // but…my privacy!<br />formerly found on street corners<br />who did we do business with 30 years ago?<br />
  20. 20. // online reputation management<br />own your brand<br />clog the SERPs<br />push competition off<br />proactive not reactive<br />positive or negative<br />alerts are crucial<br />
  21. 21. // how do we make it work?<br />i’m listening.<br />how far do we need to go and<br />how do we make this work ?<br />
  22. 22. // easy social media brand check<br />grab your brand<br />mass id check with<br />
  23. 23. // go where the bots are<br />article awareness, distributing RSS<br />social visibility<br />
  24. 24. // optimize social activity<br />optimize your efforts<br />schedule activity during peak times<br />use tools to consolidate accounts <br />
  25. 25. // measuring the right things<br />is this the right kind of measurement?<br />
  26. 26. // social analytics & measurement<br />am i popular and important yet?<br />
  27. 27. // what really happened? clues? trends?<br />measuring brand visibility, engagement, reach…<br />
  28. 28. // know what winning looks like<br />more visible in search?<br />
  29. 29. // facebook metrics for other purposes?<br />very targeted demographic data<br />
  30. 30. // is this working? do it again<br />check google analytics or server logs for:bounce rates, time on site, pages visited, conversion pages, confirmation pages (setup advanced filters & funnels)<br />monitor contacts, calls, lead sources<br />google a/b testing<br />
  31. 31. upcoming events<br />February 22nd<br />Managing Social Media Delivery & Interactions<br /><br />@smbfw<br />March 10th<br />Creating a Winning Web-Oriented Strategy<br /><br />
  32. 32. We'll Help You Master Internet Marketing<br /> These days it’s more important than ever for you to reach new prospects, satisfy customers, find new efficiencies, and grow your business. The Web's the way to do it. We can help. Call 1.877.817.4442<br />
  33. 33. 1.877.817.4442<br />
  34. 34. // jobs will change, your name won’t<br />job changes?<br />you are likely to change<br />jobs many times in your<br />lifetime, however save<br />for a few reasons,<br />your name will not.<br />free services come<br />and go!<br />own a domain!<br />$10/ year (do it)<br />
  35. 35. // facebook stats for 2010a<br />
  36. 36. // facebook stats for 2010b<br />
  37. 37. // additional tools<br />grab your brand<br />other mass id checking tools<br /><br /><br />$<br />$<br />