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marketing with social media



chris brogan...
@chrisbrogan
http://chrisbrogan.com/contact
about chris brogan

chris brogan is a typist
nyt bestselling author
president: new marketing labs, llc
11 years in social media (mostly fortune 100/500)
seems egotistical at first. better when you meet him.
Marketing With Social Media
Marketing With Social Media
Marketing With Social Media
Marketing With Social Media
Marketing With Social Media
Marketing With Social Media
the larger story

think like a media company
develop marketplaces
build your network
human business
basics

what are you selling?
who/where are the buyers?
can it be sold online?
how simple/complex is it to sell?
basics

can you ship it?
what’s the frequency of return?
what’s the resell cycle?
what’s the goal?
ways to use social media
awareness (listening, content marketing)
lead generation
education
sales
crm / csr / pr
community
3 major buckets

listening
connecting
publishing
(30/60/30)
media company mindset

think production (styles/methods)
think distribution (new channels, advocates, +)
think engagement and two-way
new marketplaces

listening as a marketplace finder
mobile / out of home (not just phones)
community marketplaces
human business

sustainable
relationship-minded
value-driven
core: database

how do I grow it?
how do I feed it?
how do I sell into it?
how do I prune it?
how do I treat it with LOYALTY?
database

might be a crm or social crm platform
might just be a spreadsheet
something where you can SEE your community
listening station

google “grow bigger ears” for steps
feed listening into content, into pr, into sales
listening is THE secret driver of serendipity
listening is a HUGE human business boon
networks
friction vs. frictionless transactions
inside/outside
be part of the 150
give your ideas handles
build networks of value delivery
outreach rules
home base

blog or website (maybe both)
content-minded
action-minded
drives to sale or to your list/db
outposts

twitter /facebook /linkedin /forums /etc
a place to connect, share, promote others
occasionally a place to drive to home base
12:1 rule
think blogger outreach (pre-pay with kindness)
other media outlets
all in service to building/feeding your db
webinars
video
photos
podcasts
all with calls to action and urls intact
email marketing

still the #1 online marketing tool
vary up your sends: some sales, some conversational
ask questions
“skinny up” and remove html formatting
think “add value” not “beat for sales”
measurement

try not to use social media tool measurements
use easy measures like $
or # of new signups
think “action” and “real world” not kumbaya
measurement

track links
target opens
stay closer to the mother ship methods
human branding

real names on social networks
real faces on avatars
conversations / off-topic
promote others
actions : site

goals first. always
site design integrated with outposts
matches marketing needs
actions : listening

grow bigger ears
test various terms
wire to content / pr / sales
action: content

production concepts
build curation methods
build content catalog
build production/editorial process
don’t forget organic seo
action: content review

sales copy/ marketing needs review
organic SEO review
brevity/usefulness review
call to action
action: distribution
editorial calendar
tied to mothership marketing
promotional methods / cross promo
channel development
damage control plans
blogger outreach
action: measurement

tie measures to tangible goals
measure action not pageviews
could be: sales, inbound links, db signups, coverage
action: launch plans
integrated social presence
social proof seeding
review damage plans
select starter presence
metrics in place
go! (then measure/adjust/measure)
action: human business

promote others 12:1
30/60/30
look for expansion points
look for new content
look for cross-promotion/distribution growth
beyond: next steps

+ share. the power of the plus
mobile (not just phones)
affiliate marketing
typical questions

b2b vs b2c: answer- same tools, different buyer
ROI: answer - how much have you I’d?
time to results: 3 months (or less)
questions/thanks

chris brogan is president of new marketing labs, llc.
he blogs at http://www.chrisbrogan.com
contact form: http://chrisbrogan.com/contact
twitter: @chrisbrogan
questions are where you get the good stuff.

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