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10 Secrets of Social Media Marketing<br />Paul Gillin, Author<br />The New Influencers<br />Secrets of Social Media Marketing<br />Social Marketing to the Business Customer<br />

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Objectives <br />Create awareness for new mainframe value proposition <br />Increase mainframe awareness with college students <br />Results<br />>250,000 views of first episode <br />Blog traffic increased 25x<br />Analyst, press, blogger coverage <br />

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The Media in Collapse<br />Average age of US daily newspaper reader: 57<br />Reduction in US newsroom staffs since 2001: 45%<br />US Magazine Circulation<br />Growth in NBC prime time audience, 2008: -14.3%<br />Age of average network evening news viewer: 63<br />

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The Way We Were<br /><ul><li>Message

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Impressions

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Reach & Frequency

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Retention

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CPM

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Recall

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Share of Voice

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Coverage

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Rate Base</li></li></ul><li>New Media Facts<br />Half of Facebook members log on every day, after which, they they:<br /><ul><li>Post 60 million status updates

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Upload 3 million photos

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Stay for 55 minutes</li></ul>Over on YouTube:<br /><ul><li>2 billion viewers stop by every day

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And upload 24 hours of video each minute

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While using as much bandwidth as the entire Internet used in 2000</li></ul>On Twitter:<br /><ul><li>There are 600 million searches daily

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300,000 new members sign up each day

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50,000 third-party applications ahve been developedGoogle</li></ul>Survey of 105 Marketers, April, 2010<br />

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Influence<br />Inversion<br />

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The New Media Landscape<br />Marathon schedule http://bit.ly/waCMc<br />I can't find my good black pants.<br />Shared bread pudding w/ @skydiver at Mother's. My life is now complete.<br />I'm at Palm Beach International Airport (PBI, West Palm Beach). http://4sq.com/4GeLz0<br />Best press photos of 2009 http://om.ly/fNhW<br />How to Write a 1 Minute Video Marketing Script http://ow.ly/17xJE<br />Comparing Top Chef Masters Restaurants #topchef http://is.gd/8q4hN<br />How To Get Well Prepared For The Website Creation. http://bit.ly/aTitVC<br />

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1: Small Is the<br />New Big<br />Secrets of Social Media Marketing<br />

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Just One Guy<br />Estimated monthly traffic: 73,000<br />Google Indexed pages: 6,490<br />Alexis ranking: Top .12%<br />Inbound links: 850,771<br />Del.icio.us bookmarks: 1,776<br />New York Times citations: 115<br />Computerworld citations: 146<br />InformationWeek citations: 89<br />Newsletter subscribers: 150,000<br />

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Where Would You Rather Stay?<br />It’s now cheap and easy to consult peers for advice<br />Things will never be the same again as a result<br />

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No One Has to Listen Anymore<br />

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2: You Are <br />the Media<br />Secrets of Social Media Marketing<br />

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Be Useful – Or Invisible<br />A Google Search for “Personal Computer” Gives You…<br />Not a single computer dealer appears in the top 1,000 search results!<br />

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Thought Leadership<br />

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Link Love<br />HubSpot Analysis of 1,500 Websites<br />

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Blogging for Business<br />73 blogs<br />17 bloggers<br />600% jump in leads<br />Top quality<br />“Get engineers talking to engineers and get everyone else out of the middle.”<br />Rick Short, Marcom Director<br />

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3: Be Helpful<br />Secrets of Social Media Marketing<br />

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No Middleman<br />Today, you can take your message directly to your constituents without relying upon media intermediaries<br />And why would you not want to do that?<br />

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Share Everywhere: Clickable Gurus<br />

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Advise and Inform<br />

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4: Tools Don’t <br />Matter<br />Secrets of Social Media Marketing<br />

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Start With the Business<br />Tactics<br />Tools<br />Measurement<br />Business Goal<br /><ul><li>Hire Tech Freelancers

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List Rentals

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Create CoTweet Account

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Increase PR Budget

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Hire E-mail Marketing Firm

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Initiate Blogger Relations Program</li></ul>Generate 30% More Leads<br /><ul><li>Publish Six New White Papers

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Initiate Monthly Webcasts

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Sponsor Microsite on TechTarget

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Build Targeted Twitter List (500)

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Dedicated Monthly E-mail Blast

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Promote To Trade Publications

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List in Tech Directories

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Increase Webcast/White Paper Reg’s by 60%

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Increase Traffic to WP Landing Pages 120%

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Increase 800-Number Calls by 80%</li></ul>Review and Revise<br />

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Mainstays of Social Media<br />BtoB Magazine Survey of 387 Marketers, April, 2010<br />

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5: Tools Are Easy; Execution Isn’t<br />Secrets of Social Media Marketing<br />

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6: Know the <br />Power of 130<br />Secrets of Social Media Marketing<br />

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The Power of 130<br />The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities<br />

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7: Match Voice <br />To Platform<br />Secrets of Social Media Marketing<br />

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Customize the Message<br />Hey, Bobby:<br />Dear Robert:<br />Duuuuude!<br />@bob:<br />

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8: Amplify<br />Secrets of Social Media Marketing<br />

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Social Media Adoption by Year, All Platforms <br />Survey of 105 Marketers, April, 2010<br />

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Spread the Message<br />Corporate website<br />Feed Aggregator<br />Partner website<br />Email Newsletter<br />

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AskPatty’s Syndication Wizardry<br /><ul><li>Syndication partners include TwitterMoms, BlogHer, Parenthood.com, SheKnows

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Articles automatically posted to bookmarking sites, multiple Facebook fan pages

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10M quarterly impressions

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100-fold amplification of blog/Web content

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CEO developing side business as automotive social media consultant</li></ul>“My inbox is overflowing every day with people who want speakers, partnerships, training and certifications.”<br />-Jody DeVere, CEO<br />

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9: Measure<br />Secrets of Social Media Marketing<br />

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You CAN Calculate ROI<br /><ul><li>The lifetime value of a customer is $5,000

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You send 50 tweets a month

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This generates 1,000 visitors to your website

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2% of your website visitors become leads

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5% of your leads become customers

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Therefore, the value of a tweet is: (1,000 * .02 * .05 * 5000)/50 = $100</li></li></ul><li>10: Have Fun<br />Secrets of Social Media Marketing<br />

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Thank you!<br />Site: gillin.com<br />Blog: paulgillin.com<br />Twitter: pgillin<br />Paul Gillin<br />508-656-0734<br />paul@gillin.com<br />