1. Smarter Marketing
with Social Media:
How Leading Companies Are Using Online Intelligence
to Inform Customer Development
[presented by] Kate O’Neill,
CEO of [meta]marketer
Image credit: funfonix.com
7. Emerging vs.
established concepts
๏ Are people actually searching for and
talking about your concept?
๏ Or are you basing your online acquisition
model on wishes and unicorns?
8. Tip #1:
Search like you
don’t have a clue.
Because searchers don’t.
15. Make it Meaningful
• Relevance is key
Always has been, always will be
• Be where your audience is
• Focus on building relationships
• Pay attention to what’s shared in your
friend circles
16. Make it Memorable
• Remarkable content is far more likely to
get retweeted
• Share-able / retweetable -
Add to Any / ShareThis links on everything
• Remember “friendsourcing”
17. Make it Measurable
• ...or at least try
• You can’t optimize what you don’t measure
20. ALWAYS REMEMBER:
Web analytics are people
๏ Easy to work backwards from profitability;
also work forwards from empathy
๏ A person is complicated enough; people are
extra complicated
๏ The minute you start blending motives,
reactions, etc -
you start dealing with a real mess
21. Marketing Cat Wings
cat spoilers, cat spoilers, aware of aware of previous
unaware of aware of wings brand customer
wings related
market
direct traffic; direct access to
how might you direct traffic;
by search terms by search terms concept login page;
recognize them brand searches
searches cookie
what types of cat accessories, cat wings, gold Wonderful Cat {brand} + login
search terms cat clothing
cat toys cat wings Wings or help
what do they cat wings are
need to move images of cats in selection? price? quality? return support?
ideal cat toy,
forward cat wings? quality? policy? appreciation?
accessory
how to measure purchase; signup return visits,
engagement purchase purchase?
success for newsletter referrals
etc
22. B2B: Sale by committee Tool
#3a
early money tech
others approvers
researchers people approvers
using problem-
heading straight interested in
how might you statement heading straight
for your pricing leadership bios,
recognize them terminology in for tech specs
info client list, etc
search
what types of
search terms
what do they
need to move
forward
how to measure
success
etc
23. B2C: Sale by touchpoint Tool
#3b
just specific logged-in previous previous
browsing need visitor visitor customer
how might you meandering heavy user of
recognize them through pages internal search
what types of
search terms
what do they
need to move
forward
how to measure
success
etc
28. Make it a priority.
๏ You may be wondering:
do I really need to do
social media stuff?
๏ Google is still the
dominant search engine,
but...
๏ People spend more time
on Facebook.
Source: Hitwise.com
48. Paging Dr. Drucker:
“The aim of marketing is to
know and understand the customer
so well the product or service
fits him and sells itself.”
“Because the purpose of business is to create a customer,
the business enterprise has two—and only two—
basic functions: marketing and innovation.
Marketing and innovation produce results;
all the rest are costs.”
50. Draper or Drucker?
Which one said it?
“Business, that's easily defined - it's other people's money.”
51. Draper or Drucker?
Which one said it?
“Business, that's easily defined - it's other people's money.”
52. Draper or Drucker?
Which one said it?
“Business, that's easily defined - it's other people's money.”
“Limit your exposure.”
53. Draper or Drucker?
Which one said it?
“Limit your exposure.” “Business, that's easily defined - it's other people's money.”
54. Draper or Drucker?
Which one said it?
“Limit your exposure.” “Business, that's easily defined - it's other people's money.”
“So much of what we call management consists in making it
difficult for people to work.”
55. Draper or Drucker?
Which one said it?
“Limit your exposure.” “Business, that's easily defined - it's other people's money.”
“So much of what we call management consists in making it
difficult for people to work.”
56. Draper or Drucker?
Which one said it?
“Limit your exposure.” “Business, that's easily defined - it's other people's money.”
“So much of what we call management consists in making it
difficult for people to work.”
“The best way to predict the future is to create it.”
57. Draper or Drucker?
Which one said it?
“Limit your exposure.” “Business, that's easily defined - it's other people's money.”
“So much of what we call management consists in making it
difficult for people to work.”
“The best way to predict the future is to create it.”
58. Draper or Drucker?
Which one said it?
“Limit your exposure.” “Business, that's easily defined - it's other people's money.”
“So much of what we call management consists in making it
difficult for people to work.”
“The best way to predict the future is to create it.”
“If you don’t like what’s being said, change the
conversation.”
59. Draper or Drucker?
Which one said it?
“Limit your exposure.” “Business, that's easily defined - it's other people's money.”
“So much of what we call management consists in making it
“If you don’t like what’s being said, change the difficult for people to work.”
conversation.”
“The best way to predict the future is to create it.”
60. Draper or Drucker?
Which one said it?
“Limit your exposure.” “Business, that's easily defined - it's other people's money.”
“So much of what we call management consists in making it
“If you don’t like what’s being said, change the difficult for people to work.”
conversation.”
“The best way to predict the future is to create it.”
“I'd have my secretary do it, but she's dead.”
61. Draper or Drucker?
Which one said it?
“Limit your exposure.” “Business, that's easily defined - it's other people's money.”
“So much of what we call management consists in making it
“If you don’t like what’s being said, change the difficult for people to work.”
conversation.”
“The best way to predict the future is to create it.”
“I'd have my secretary do it, but she's dead.”
![Smarter Marketing
with Social Media:
How Leading Companies Are Using Online Intelligence
to Inform Customer Development
[presented by] Kate O’Neill,
CEO of [meta]marketer
Image credit: funfonix.com](https://image.slidesharecdn.com/smartermartingwithsocialmedia-jsf2012-120621155707-phpapp01/85/smarter-marketing-with-social-media-1-320.jpg)
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the Next Big Thing
in the Startup World.
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