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Social Media & Inbound Marketing - The Future of Business & Personal Promotion


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Kuno Creative's inbound marketing team partnered with the the Coalition for Hispanic Latino Issues & Progress (CHIP) on Saturday, April 16th to present Social Media & Inbound Marketing - The Future of Business & Personal Promotion during CHIP's Annual Hispanic Leadership Conference in Lorain Ohio.

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Social Media & Inbound Marketing - The Future of Business & Personal Promotion

  1. 1. Social Media & Inbound MarketingThe Future of Business & Personal Promotion<br />Twitter: #CHIP<br />
  2. 2. Introductions<br />Chad H. Pollitt<br />Director of Social Media & Search Marketing<br />@CPollittIU<br /><br /><br />Chris Knipper<br />President<br />@chrisknipper<br /><br /><br />Twitter: #CHIP<br />
  3. 3. Agenda<br />Social Media<br />Inbound Marketing <br />Personal Branding<br />Content Marketing<br />LinkedIn<br />Recap<br />Q & A<br />Twitter: #CHIP<br />
  4. 4. Social Media Marketing<br />What is Social Media?<br />Content created and shared by people using highly accessible and scalable publishing technologies.<br />Often the basic use levels are free to use.<br />Facebook<br />Twitter<br />LinkedIn<br />Blogs<br />Podcasts<br />YouTube<br />Location Based<br />Webinars<br />Twitter: #CHIP<br />
  5. 5. Social Media Marketing<br />What is Social Media?<br />Community<br />Twitter: #CHIP<br />
  6. 6. Social Media Marketing<br />What is Social Media?<br />Communications Revolution<br />Twitter: #CHIP<br />
  7. 7. Social Media Marketing<br />Why Use Social Media?<br />Twitter: #CHIP<br />
  8. 8. Social Media Marketing<br />Why Use Social Media?<br />Americans are now spending as much time using the Internet as they are watching television, and the amount of time people spend on the Internet has increased 121 percent over the last five years. <br />New York Times, December 2010<br />Twitter: #CHIP<br />
  9. 9. Social Media Marketing<br />Why Use Social Media?<br />Time Spent:<br /><ul><li>2x more than games
  10. 10. 3x more than email
  11. 11. 6x more than movies/videos</li></ul>Twitter: #CHIP<br />
  12. 12. Social Media Marketing<br />Why Use Social Media?<br />Because 3 out of 4 Americans use some form of Social Media and now spend more time on social sites than with personal e-mail. <br />Reach further with your message<br />Generate Leads<br />Search Engine Optimization<br />Build Relationships / Rapport<br />Drive Foot Traffic<br />Gauge Customer Satisfaction<br />Get Customer feedback<br />Provide customer service<br />Twitter: #CHIP<br />
  13. 13. Social Media Marketing<br />Why Use Social Media? (Facebook)<br /><ul><li>More than 500 million active users on Facebook
  14. 14. 50% of FB users log on every day
  15. 15. The average FB user has 130 friends
  16. 16. The average FB user is connected to 80 pages, groups, & events
  17. 17. The average US FB user spends over 7 hours on Facebook per month (Nielsen 2010) [#2: Google at 2:05] </li></ul>Twitter: #CHIP<br />
  18. 18. Social Media Marketing<br />Why Use Social Media? (Smart Phones)<br />250+ million Americans carry mobile phones - over 80% of the nation's population<br />Cell phone subscriptions will top 5 billion globally this year<br />68% of Americans get news and current events information on their cell phone<br />Mobile phones to overtake PC's for web surfing by 2013<br />Over 61.2 million smartphones in the U.S.<br />Twitter: #CHIP<br />
  19. 19. Inbound Marketing<br />Inbound marketing is about being found by potential customers. The shift from outbound to inbound marketing has created opportunity for Small-Med size businesses to compete and grow without large $$ for marketing.<br />Twitter: #CHIP<br />
  20. 20. New Direction - Integrate Inbound Marketing <br />Inbound Marketing <br /><ul><li> Blogs
  21. 21. SEO
  22. 22. Social Media</li></ul>Change from:<br />Outbound Marketing Budget as a % of SalesTo:Inbound Marketing Budget as a % Leads<br />And Then<br /><ul><li> Connect
  23. 23. Engage
  24. 24. Convert</li></ul>Twitter: #CHIP<br />
  25. 25. Consider Important Trends for 2011+<br />Blended search <br />Personalized search <br />Social Media Optimization (SMO)<br />Conversion Rate Optimization (CRO)<br />Searchers’ standards are higher than ever<br />Twitter: #CHIP<br />
  26. 26. Example of a Local Business using Inbound Marketing<br />Twitter: #CHIP<br />
  27. 27. Write and promote Blogs<br />Twitter: #CHIP<br />
  28. 28. Share Content in Social Media<br />Twitter: #CHIP<br />
  29. 29. Engage Your Audience & Build Relationships<br />Twitter: #CHIP<br />
  30. 30. Give Away Free Content– Create Brand Advocates<br />Twitter: #CHIP<br />
  31. 31. Develop an Integrated Strategy<br />Outbound<br /><ul><li> Direct Mail
  32. 32. Radio
  33. 33. Banner Ads
  34. 34. Email Marketing
  35. 35. Webinars</li></ul>RADIO COPY<br />Eliminate electric bill shockthis summer. Schedule your air conditioning performance check. Be a Facebook fan of Raymond Plumbing, and your A‑C performance check could be free!<br />Twitter: #CHIP<br />
  36. 36. Create Social Media Campaigns<br />Twitter: #CHIP<br />
  37. 37. Measure Results – How Are You Getting Found In Search Engines<br />Twitter: #CHIP<br />
  38. 38. Measure Your Marketing - Reach<br />Twitter: #CHIP<br />
  39. 39. Be Yourself – And Have Fun!<br />Twitter: #CHIP<br />
  40. 40. Personal Branding<br />What is It?<br />Your personal brand is the way you are represented to prospective business connections and people. Your brand is your professional image and it is reflected by your online presence through your LinkedIn profile, blog, social networking sites, and any other online platform you’re visible on.<br />Twitter: #CHIP<br />
  41. 41. Personal Branding<br />Why It Matters - Jobs<br />Twitter: #CHIP<br />
  42. 42. Personal Branding<br />Why It Matters - Jobs<br />Twitter: #CHIP<br />
  43. 43. Personal Branding<br />Twitter: #CHIP<br />
  44. 44. Personal Branding<br />How To Build Your Personal Brand<br />Engage<br />Listen<br />Entertain<br />Educate<br />Create Content<br />Have Personality<br />Be Active<br />Have Fun!!!<br />Twitter: #CHIP<br />
  45. 45. Personal Branding<br />Twitter: #CHIP<br />
  46. 46. Personal Branding<br />Twitter: #CHIP<br />
  47. 47. Personal Branding<br />Twitter: #CHIP<br />
  48. 48. Content Marketing<br />What is It?<br />Content Marketing is the creation and sharing of content for the purpose of promoting a product, service or cause. Though the focus of this content may not specifically be about your organization or its offerings, often assets created for the purpose of content marketing include a mix of problem-specific information and thought leadership.<br />Twitter: #CHIP<br />
  49. 49. Content Marketing<br />Promoting a Product, Service or Yourself<br />People only go to the Internet for TWO reasons<br />To Solve a Problem<br />To be Entertained<br />Twitter: #CHIP<br />
  50. 50. Content Marketing<br />Creation and Sharing of Content<br />Types of Content<br />Advanced Content<br />Blog Content/Website Content<br />Videos/Webinars<br />Podcasts/Audio<br />Images/Graphics<br />Widgets, Plugins, Apps<br />Slide Presentations<br />Press Releases<br />Twitter: #CHIP<br />
  51. 51. Content Marketing<br />Creation and Sharing of Content<br />Direct vs. Indirect<br />Twitter: #CHIP<br />
  52. 52. Content Marketing<br />Assets Created for Content Marketing<br />Problem Specific Information<br />Thought Leadership<br />Twitter: #CHIP<br />
  53. 53. Content Marketing<br />Blogging<br />Popular Free Blog Platforms<br />WordPress<br />Joomla<br />TypePad<br />Weebly<br />Blogger<br />Tumblr<br />Twitter: #CHIP<br />
  54. 54. LinkedIn<br />What is It?<br />LinkedIn is a business-oriented social networking site<br />Commonly referred to as an online resume<br />The purpose of the site is to allow registered users to maintain a list of contact details of people they know and trust in business.<br />Employers can list jobs and search for potential candidates.<br />Twitter: #CHIP<br />
  55. 55. LinkedIn<br />Why It Matters - Statistics<br />Over 34.4 million U.S. users<br />Average Age: 44<br />Average Income: $120K+<br />CEO’s, Managers & Decision Makers<br />77% Have undergraduate degree or higher<br />A new member signs up every second<br />Just surpassed 100 million members<br />Twitter: #CHIP<br />
  56. 56. LinkedIn<br />Why It Matters<br />8Things LinkedIn Is Great For<br />Finding a Job<br />Search Engine Reputation Management (SERM)<br />Increase Your (Personal) Brand’s Visibility<br />Lead Generation<br />Decision Maker Lead Tracker<br />Targeted Ads<br />Finding a Job/Recruiting New Talent<br />Featured Services<br />Twitter: #CHIP<br />
  57. 57. LinkedIn<br />Why It Matters – Personal Profile<br />Twitter: #CHIP<br />
  58. 58. LinkedIn<br />Why It Matters – Company Profile<br />Twitter: #CHIP<br />
  59. 59. LinkedIn<br />Why It Matters - Search<br />Twitter: #CHIP<br />
  60. 60. LinkedIn<br />Why It Matters - Groups<br />Twitter: #CHIP<br />
  61. 61. What to do Next?<br />Download the free LinkedIn cheat sheet available at: <br /> <br />Set up a LinkedIn Account<br />Join Relevant Groups<br />Join in the Conversation<br />Be Yourself<br />Create Content<br />Share Your Expertise<br />Have FUN!!!<br />BUILD<br />YOUR<br />BRAND!<br />Twitter: #CHIP<br />
  62. 62. Recap<br /><ul><li>Social Media
  63. 63. Inbound Marketing
  64. 64. Personal Branding
  65. 65. Content Marketing
  66. 66. LinkedIn</li></ul>Twitter: #CHIP<br />
  67. 67. Social Media & SEO Cheat Sheets<br />Download at:<br />Twitter: #CHIP<br />
  68. 68. Questions & Answers<br />Slides Posted at:<br />Twitter: #CHIP<br />