The document summarizes tips for building business buzz through social media and other marketing strategies. It discusses using social networks like Facebook and LinkedIn to engage customers and find new leads. It also provides advice on generating buzz through email marketing, working with the media, and overcoming gatekeepers to get meetings and opportunities. The overall goal is to help businesses get noticed and advance their marketing with limited resources.

1. Business-Building BUZZ Presented by: Don Mennig [email_address] 800-546-1350 ext. 3866

2. Goal & Overview Introductions Guerilla’s get E2E Social networking Email marketing PR Getting by the gatekeeper Leave here with actionable ideas and knowledge that will help you get your business noticed.

3. A little about me … Don Mennig Executive Director of Marketing at ASI 15+ years marketing experience Ran my own agency before joining ASI

4. Guerilla’s get … Working with limited resources Presence, awareness top of mind Effort to effect (E2E) How to fail with 200 leads How to generate BUZZ!

5. Why all the buzz about social networks and B2B? People buy from those they know, like & trust!

6. A quick exercise… Using your best elevator pitch sell a person near you (not in your company) on what you do and why they should buy from you. Now, instead of selling the person tell them something you are truly passionate about Favorite vacation Hobby you love A little about your family

7. You’re about to give me a call …

9. Building Buzz: Add value. Be relevant. Don’t come on too strong Get a sense for the people and the conversations As soon as you know the ‘temperature’ DIVE IN! “ If you were a new burger at McDonald's, you'd be McGorgeous...”

10. Building Buzz: Be Social 4 out of 5 posts should be social or informational, NOT business, product or offer driven “ The thing we do best is really service our customers ... blah, blah, blah.”

11. Building Buzz: ROO Join 3 sites & ‘X’ groups Make ‘X’ contacts Update ‘X’ times Spend ‘X’ time Establish goals New prospects - Social only offers - New customers % increase of sales from current ‘social’ customers

12. Buzzkill: Behave Everyone has a camera Don’t drink and post Know your history We can still be friends? “ It was just one game of beer pong … really!”

13. Buzzkill: The Timesuck Social networking at work should be scheduled. Unless you’re actively networking with someone, stop when you say you’re going to stop! Have fun at home  ! “ The next thing I knew half the day was gone ...”

14. Maximize your E2E – Effort to Effect It Can Be Overwhelming

15. Facebook.com – Your Starting Point Set up a personal and business page Set up your ‘lists’ Define who sees what Connect with family, friends, colleagues, clients & contacts

16. Working FB for B2B Friend finder Groups Share ideas and knowledge What to post Human things  Relevant updates New products & technologies Specials & offers Timing is everything

17. Why LinkedIn? Different tone and expectation than Facebook People join LinkedIn to advance their business and careers Referrals, introductions and prospecting are expected Research, research, research

18. LinkedIn.com Two areas to focus … Re-enforce/ validate professional capabilities within your current network Find new business connections and prospects

19. Getting Started With LinkedIn Upload your photo, work experience & education Takes time but makes linking easier Vanity URL Request ‘links’ Upload contacts Link to suppliers Ask people to recommend you

20. Maximize LinkedIn Use mail feature 30% open rate Join Groups Set to Digest mode Read/Post status updates SlideShare

21. ASI Members With Social Buzz IRL Facebook: Charley Johnson – First 10 customers that find him at the show win cash, prizes and more. LinkedIn: Ernest > Don > David > Fred Twitter: Jennifer Brown Single order in 2008, no reorders, stonewalled at the gate Followed all her clients, RT’d their tweets June 2009 got orders for $5k, $4k & working on $2k

22. Make It Easy

23. Generate Buzz with Email BUZZ = Dirt Cheap BUZZ = Easy BUZZ = High E2E!

24. Buzz = Compelling Content Have a reason for emailing Clearly state ‘What’s in it for Betty!” Make sure it is compelling BUZZ = Compelling Content (WIIFB)

25. Buzzworthy Email Design Body copy/ Design Keep vital information and offers above the ‘fold’ Like a newspaper story your first paragraph should include all vital information In general, shorter is better Use relevant images – photography is best Flash, audio, .exe etc… are all stripped out by email servers Animated .jpgs work ‘ Fake’ video works 64% on mobile devices (text left, image right)

26. Personalize your email subject & body copy First name, company name, industry Give them one thing to do (if you’re trying to land sales/ leads) 530 pixels wide Put offers at the top, as links in the copy, and at the bottom. Make sure your offer is close to the strongest visual image on the email The more the merrier? Think PONG Buzzworthy Email Design

27. Buzzkill? Subject lines 50/35 characters? 3 words? Subject line = email? Personalization backlash? First names must also be included in body copy Improve open rates by 5% Not included in body copy decreases by 8%! The sender relationship is key Spam “ Don, ASI announces enhancements to ESP Online” Avoid other terms you see in SPAM: discount, ALL CAPS, !, (Free)

28. Amplify The Buzz Display your email somewhere other than your customers’ inboxes

29. PR Buzz Mashable – Free PR sites (i-newswire.com) Media rules Busy – find out deadlines Not friendly Not about you -understand who their audience is and be relevant to them Read on them first Blogs, social media, FB, twitter The media bandwagon The newshole Take ASI releases and insert yourself into the story

30. 5 ways to beat the gatekeeper

31. The Tradeshow Stalker…

34. Be NICE!

35. “ As a gatekeeper of the President of a large corporation I divert anywhere from 20 to 30 calls per day … The calls that impress me the most (and by the way, that's what it takes), are the ones that give me all the valuable information up-front.” “ At some companies, the relief staff is not as efficient at gate keeping, so try to call during lunch …” “ Our meeting on the 18 th ”

36. Q&A I suspect we don’t have much time left so … Friend me on Facebook: Don Mennig Link to me on LinkedIn: Don Mennig (presentation will be on SlideShare) Follow me on Twitter: Don_Mennig