Chamber Presentation 2011

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Social media marketing presentation for Saskatoon Chamber of Commerce by Michael Klein

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Chamber Presentation 2011

  1. 1. DIGITALMARKETINGMike Klein @dezguy
  2. 2. ROMI = SALES - Marketing Expenses Marketing ExpensesRETURN ON MARKETING INVESTMENT
  3. 3. MARKETING PROCESS
  4. 4. CONVERSIONTHE POINT OF A WEBSITE
  5. 5. SALES APPLICATIONS DONATIONSLEAD GENERATION DOWNLOADS
  6. 6. Email Mail Telephone Attract Convert Website
  7. 7. Email Mail TelephoneCustom link (tag) Unique URL Landing Page Attract Convert Website
  8. 8. Twitter Facebook Attract Convert Website
  9. 9. FacebookPages Events Advertising Deals Places Website
  10. 10. GOOGLE ANALYTICS
  11. 11. TwitterTweets Hashtags Promoted Permission List Website
  12. 12. TWITTER LISTENING STATION SEARCH
  13. 13. MONITOR
  14. 14. HASHTAGS
  15. 15. CONTENTCURATION
  16. 16. BUILD ANETWORK
  17. 17. INFLUENCERS
  18. 18. CONTENT PROMOTION
  19. 19. TAKE (LISTEN) MORE THAN YOU GIVE (TALK)
  20. 20. Twitter Facebook Attract Convert Website
  21. 21. http://www.google.com/support/analytics/bin/answer.py? hl=en&answer=55578 Google: Google URL Builder
  22. 22. http://www.usask.ca/? utm_source=Facebook%2BPage&utm_medium=Facebook%2BPage&utm_campaign=Christmas %2BSpecial
  23. 23. HTTP://ON.FB.ME/HUUZ9H
  24. 24. ROMI = SALES - Marketing Expenses Marketing ExpensesRETURN ON MARKETING INVESTMENT
  25. 25. AVG SALE = $115
  26. 26. ROMI (Facebook) = $2000* - $50 $50 3900%* *For illustration purposes only
  27. 27. EXPLOSION OFCOMMUNICATIONS
  28. 28. WENT FROM BEING CONNECTED...
  29. 29. TO BEINGBOMBARDED
  30. 30. WILDLYINTERCONNECTED. EXTREMELY COMPLICATED
  31. 31. BASED ON INTERRUPTING
  32. 32. IT WAS EASY. IT WORKED. PEOPLE LISTENED.FOR aLONG TIME THIS WORKED
  33. 33. EVERYONEMADE MONEY; UNTIL....
  34. 34. PEOPLETUNED OUT
  35. 35. WE TRIED BIGGERMEGAPHONES
  36. 36. WE PUMPED UP THE VOLUME
  37. 37. AND THE FILTERSGET STRONGER
  38. 38. WE GET EVEN MORE DESPERATE
  39. 39. SOCIAL MEDIA SAVIOUR
  40. 40. BUT SOCIAL MEDIA IS HURTING....
  41. 41. THE FUNNEL ISN’TWORKING AS WELL AS IT ONCE DID.
  42. 42. IT’S EASY FOR PEOPLE TO ‘UNFOLLOW’
  43. 43. THE NEVERENDING STORY
  44. 44. EACH NEW STATUS UPDATE ADDS CLUTTER AMOUNT OF ATTENTION STAYS THE SAME
  45. 45. FIRE AND FORGET WAS EASY.
  46. 46. SOCIALMEDIA TAKES EFFORT
  47. 47. YOU ACTUALLYNEED TO CARE
  48. 48. TREATING THE NEW LIKE THE OLD IS A BANDAIDSOLUTION
  49. 49. THESE ARE UNCHARTEDUNCHARTERED WATERS WATERS
  50. 50. NECESSITY IS THE MOTHER OF INVENTION - PLATO THINKNECESSITY IS THE MOTHER OF W E NEED TO RE ODEL THE M INVENTION - PLATO
  51. 51. NEED TO ACCOUNT FOR PERMISSION AND TRUSTSource: Flickr.com zoomar
  52. 52. WHAT MADE THIS FOOTBALL FAN THIS WAY?
  53. 53. WAS HEBORN LIKE THIS?
  54. 54. TURN STRANGERS INTO FRIENDS FRIENDS INTO CUSTOMERS CUSTOMERS INTO SUPPORTERS
  55. 55. EACH STEPTAKES EFF ORT
  56. 56. EACH STEP BUILDSTRUST ANDPERMISSION
  57. 57. TIME TO GET RICK ROLLED
  58. 58. FROM COMMUNITY TO CROWD
  59. 59. FROM CROWD TO CONGREGATION
  60. 60. FROM CONGREGATION TO COMMITTED
  61. 61. FROM COMMITTED TO CORE
  62. 62. FROM CROWD TOCONGREGATION
  63. 63. FROM CONGREGATION TO COMMITTED
  64. 64. FROM COMMITTED TO CORE
  65. 65. FROM CROWD TOCONGREGATION
  66. 66. FROM CONGREGATION TO COMMITTED Source: Flickr.com, rileyroxx
  67. 67. FROM COMMITTED TO CORE
  68. 68. FROM CROWD TOCONGREGATION
  69. 69. FROM CONGREGATION TO COMMITTEDSource: Flickr.com d.j.k.
  70. 70. FROM COMMITTED TO CORESource: Flickr.com Fanboy 30
  71. 71. FROM CROWD TOCONGREGATION
  72. 72. FROM CONGREGATION TO COMMITTEDSource: Flickr.com, korona-pl
  73. 73. FROM COMMITTED TO CORESource: Flickr.com Chris & Shelley Mallinson Source: Flickr.com, wsilver
  74. 74. DISCRETE STEPS
  75. 75. FROM COMMUNITYTO CROWD
  76. 76. GOAL IS TO INCREASE COMMITMENT
  77. 77. BUILD ADVOCATES (FANS,FOLLOWERS, FANATICS)
  78. 78. BUILDING AN ARMY
  79. 79. EVERYONE IS CONNECTED
  80. 80. YOU WANT YOURNETWORK’S NETWORKS
  81. 81. YOUR FANS BRING THEIRNETWORKS WITH THEM
  82. 82. N^2150^2 = 22500
  83. 83. RECRUITING FOR YOU.
  84. 84. FANS BEGETMORE FANS
  85. 85. YOUR MARKETINGPLATFORM GROWS
  86. 86. IF YOU DO IT RIGHT... YOU’LLHAVE ANAUDIENCE
  87. 87. ANDSOMEBODY TO TALK WITH CONVERSE WITH YOU
  88. 88. WHO WILL SPREAD YOUR MESSAGE
  89. 89. AND WILL BE THERE TO HEP YOU... HELP YOU HELP OTHERS
  90. 90. + Goodwill + Revenue - Expenses OUTCOMES YOU CAN TAKE TO THE BANK
  91. 91. BUT YOU NEED THE RIGHT TOOL FOR THE JOB
  92. 92. AND YOU USE THEMODEL TO SELECT TOOLS.
  93. 93. TO BUILD YOUR CORE
  94. 94. HOW DOYOU FORMA CROWD?
  95. 95. SOMETHING TOGATHER AROUND
  96. 96. AND YOU NEED SOME PEOPLE...
  97. 97. YOU COULDUSE A BLOG...
  98. 98. A CONGREGATIONNEEDS SOMETHING TO BELIEVE IN
  99. 99. THEY NEEDCOMMITMENT
  100. 100. THEY NEEDBELONGING
  101. 101. SHOUTING FROM OUTSIDE THECAMPFIRE CIRCLE DOESN’T WORK
  102. 102. IT’S ABOUT MOVING FROM CONTROL...
  103. 103. ...TO INFLUENCE.
  104. 104. FROM INTERRUPTING...
  105. 105. ...TO PERMISSION
  106. 106. FROM TALKING AT....
  107. 107. ....TO TALKING WITH.
  108. 108. FROM BEING CLOSED....
  109. 109. TO BEING OPEN,TRANSPARENT,ACCOUNTABLE.
  110. 110. BRINGING BEER TO THECAMPFIRE IS ONE WAYTO GET A SEAT.
  111. 111. WE LOVE TO TALKABOUT OURSELVES
  112. 112. MANY PERSONALITIESMANY BEHAVIOURS
  113. 113. DON’T BE AFRAID TO ASK FOR COMMITMENT
  114. 114. IT’S ABOUTADDINGVALUE,BEINGHELPFUL,BEINGGENEROUS
  115. 115. GET YOUR CONGREGATION COMMITTEDMoving People from the Congregation to the Committed
  116. 116. LOOK FOR OPPORTUNITIESTO MOVE PEOPLE TO THE CORE
  117. 117. PERHAPS OUT OF STUPIDITY?
  118. 118. YEARS OF TEARS, CHEERS AND BEERS
  119. 119. HOW YOUMEASURESUCCESS ISDEFINED BY THEOBJECTIVE.
  120. 120. + Goodwill + Revenue - Expenses OUTCOMES YOU CAN TAKE TO THE BANK
  121. 121. $136.38
  122. 122. Always requires input.Instant results/eyeballs Diminishing returns Hard cash No other choice
  123. 123. Always requires input (24/7/365) Takes time to build Network effect Human resources Long-term asset Build community
  124. 124. ROMI = SALES - Marketing Expenses Marketing ExpensesRETURN ON MARKETING INVESTMENT
  125. 125. DIGITALMARKETINGMike Klein @dezguy

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