Dan Kraus is a 25-year marketing veteran who founded three companies. He provides marketing coaching and consulting services to other companies. His company, Leading Results, offers one-on-one and group coaching, as well as fractional VP of Marketing services. They help clients improve their marketing and stop wasting money on ineffective tactics. Kraus discusses how marketing has fundamentally changed in the 21st century with the rise of social media and inbound marketing. He emphasizes developing a marketing system and strategy before implementing tactics.

2. Who
is
this
Dan
Kraus
guy?
• 25
year
sales
&
marke8ng
veteran
• UMASS
Amherst,
Marke8ng
• Founded
3
companies
 Outsourced
VP
Marke8ng
12
companies
 Marke8ng
coach/consultant
32
companies
 Run
marke8ng
mentoring
for
over
100
small
businesses
associated
with
a
major
soOware
publisher

3. Leading
Results
Overview
• Marke8ng
services
firm
–
coaching
and
consul8ng
 1:1
Coaching,
Group
Coaching
 Frac8onal
VP
of
Marke8ng
 Social
Media
Coaching
and
Learning
 Referral
Marke8ng
Coaching
and
Classes
• Authorized
Duct
Tape
Marke8ng
coaches
• Offices
in
Boston,
New
York
and
Philadelphia
• Clients
throughout
North
America
• We
help
our
clients
stop
was8ng
money
on
marke8ng
that
does
not
create
results

4. Agenda
• Marke8ng
–
New
Reali8es
• Social
Marke8ng
 What
 Why
 How
• Next
Steps

5.
The
reali&es
of
21st
Century
Marke8ng

6. #1
Marke8ng
has
fundamentally
changed!
From:
Outbound
To:
Inbound
(Prospec&ng,
Hun&ng,
Interrup&ng)
(A>rac&ng,
Educa&ng,
“GeBng
Found”)
Print
Ads
Blogs,
e-­‐books,
white
papers
Radio
Ads
Podcasts
Television
Ads
Videos
Tradeshows
Webinars
Cold
Calling
Search
Engine
Op8miza8on
E-­‐mail
Blasts
RSS,
Feeds

7. #2
There
are
new
tools
and
you
have
to
use
them

8. #3
Nobody
tweets
(talks)about
boring
businesses

9. #4
Marke8ng
is
a
system
(social
media
is
part
of
it)

10. Strategy
Before
Tac8cs

11. Marke&ng
is…
Geeng
someone,
who
has
a
need,
to
know,
like
and
trust
you….
So
that
they
will
try,
buy,
repeat
purchase
and
refer
you
and
your
organiza8on.

12.
4Ps
vs.
7Cs

13. Content

14. Context

15. Connec8on

16. Community

17. Contacts

18. Calendar

19. Consistency

20. Strategy
Before
Tac8cs
What
Why Who

21. Your
Marke8ng
Purpose
• Why
are
you
in
Business
• Why
are
clients
happy
to
pay
you?
Why • What
is
your
“Internal
Rally
Cry”!

22. What
is
Your
Remarkable
Difference?
• Why
do
your
customers
talk
about
you?
• (Probably
not…
 Your
longevity
in
business
 Price)
• Unique
Advice?
• Great
Service?

23. Ac8on
Steps
•
Interview
8-­‐10
ideal
customers
•
Why
did
you
choose
us?
•
What
do
we
do
that
others
don’t?
•
What
that
we
do
is
of
the
most
value?
•
Why
do
you
refer
us?
……What
themes
emerge?

24. Ideal
Customer
Who
is
ideal?
•
Profitable
•
Values
you
•
Refers
Within
This
Context,
then
Define
•
Demographics
•
Psychographics
•
Geographics
•
Behavior

25. Social
Media

26. Social
Media/Social
Marke8ng
• Wikipedia:
Social
media
marke8ng
programs
usually
center
on
efforts
to
create
content
that
apracts
apen8on
and
encourages
readers
to
share
it
with
their
social
networks.
A
corporate
message
spreads
from
user
to
user
and
presumably
resonates
because
it
is
coming
from
a
trusted
source,
as
opposed
to
the
brand
or
company
itself.
• Leading
Results:
Social
Media
Marke8ng
is
about
helping
someone
get
to
know,
like
and
trust
you
through
their
own
ini8a8ves
as
they
look
for
a
solu8on
to
a
problem
they
have.

27.
Digital
LinkedIn
interac8vity
Friend
YouTube
Feed
is
now
at
the
Online
PR
Website
Facebook
center
of
or
Blog
marke8ng
Twiper
Flickr
Stumble
Digg
Upon

28. Sta8s8cs
(April
2010)

29. Twiper
• 55%
female
tweeters,
45%
male
(Quantcast)
• As
of
January
2010
nearly
75,000,000
users
(ComScore)
• Some
50
million
tweets
a
day
(Twiper)
• About
20%
of
users
are
ac8ve
(The
metric
system)
• 347%
jump
since
a
year
ago
in
people
accessing
the
site
via
mobile
browser
=
4.7
million
(social
networking
watch)

30. Facebook
• More
than
400
million
ac8ve
users
• 50%
of
our
ac8ve
users
log
on
to
Facebook
in
any
given
day
• More
than
35
million
users
update
their
status
each
day
• Average
user
has
130
friends
on
the
site
• Average
user
sends
8
friend
requests
per
month
• Average
user
spends
more
than
55
minutes
per
day
on
Facebook
• There
are
more
than
100
million
ac8ve
users
currently
accessing
Facebook
through
their
mobile
devices.
• People
that
use
Facebook
on
their
mobile
devices
are
twice
more
ac8ve
on
Facebook
than
non-­‐mobile
users.

31. YouTube
• 2nd
Largest
Search
Engine,
aOer
Google
• Surpased
Yahoo
in
August
2008
• U.S.
Internet
users
watched
32.4
billion
videos
in
January
2010
-­‐
YouTube.com
accounted
for
nearly
99
percent
of
all
videos
viewed
(ComScore)

32. LinkedIn
• The
site’s
traffic
is
up
in
the
recession
• It
has
over
60
million
members
as
of
February
2010
(TechCrunch)
• Adding
new
members
at
a
rate
of
about
one
member
per
second
• It’s
gone
from
about
3.6
million
unique
monthly
visitors
a
year
ago
to
7.7
million
today
(ComScore)
• When
linked
in
launched
in
2003,
it
took
477
days
to
reach
first
million
members,
the
last
million
only
took
12
days.
(Oct.
09)

33. Yelp
• Yelp
had
25
million
daily
unique
visits
in
August
2009
• Over
7
million
reviews
on
the
site
to
date
on
October
6,
2009.
(Yelp)

34. Why?
Get
Found
Website
3
Connec8ons
Social
Media
Site
Blog
Social
Media
Website
Site
Social
Media
Site
18
Connec8ons
Reviews

35. Find
Leads

36. Establish
Credibility

37. Where
to
Start?
Pick
Your
Tools

39. Then
you
need
content

40. Content
that
builds
trust
•
Reviews
•
Tes8monials
•
Success
Stories

41. Content
that
educates
•
Pictures
•
FAQs
•
Anecdotes
•
ebooks
•
Ar8cles
•
Press
Releases

42. It
isn’t
just
about
self-­‐
promo8on
• Online
conversa8ons
• Listening
• Customer
Service
• Spoeng
Trends
• Collabora8on

43. Start
opening
up
new
access
points
LinkedIn
Slide
YouTube
Share
Online
PR
Facebook
Website
or
Blog
Flickr
Twiper
Stumble
Digg
Upon

44. Key
Sites

45. The
Marke8ng
Hourglasssm
• Search
–
provide
answers
(linkedIn)
Know
• Content
Filter
(twiper)
• Reviews
(yelp/Foursquare)
• Web
site/blog
(Facebook)
Like
• Videos
(YouTube)
• Pictures
(Flickr)
• Comments
and
Guest
Blogging
Trust
• Expert
content
(Facebook)
• Reviews
of
you
and
your
company
Try
Buy
Repeat
Refer
©
Duct
Tape
Marke.ng
–
all
rights
reserved

46. Before
you
start
-­‐
Listen

47. 4
Great
Listening
Tools
Delivered
To
You
Recent
Comments

48. www.Google.com/Alerts

49. hpp://search.twiper.com/advanced

50. Then
–
Grab
Your
Digital
Real
Estate

51. Create
a
Google
personal
profile
hpp://www.google.com/profiles

52. Local
search
profiles
•
Google
Maps
•
Yahoo
Local
•
Bing
•
google.com/lbc

53. Social
search
profiles
•
Yelp!
•
CitySearch
•
Insider
Pages

54. Being
ac8ve
in
the
“blog-­‐sphere”
is
a
great
way
to
get
found

55. Blogging
best
prac8ces
• Read,
follow,
listen
and
comment
• When
you
are
ready
to
write,
write
what
people
search
and
what
you
know
• Feed
the
spiders
oOen
• Engage
your
comment
community
• Amplify
your
message

56. Some
basic
Facebook
stuff
•
Profile
•
Fan
Page
•
Groups
•
Ads

57. Create
a
fanbusiness
page

58. Facebook
best
prac8ces
•
Build
fan
page
•
Connect
with
current
customers
•
Post
unique
content
•
Repurpose
other
content
•
Be
consistent
•
Use
ads
to
promote
content

59. Facebook
Don’ts
•
Don’t
leave
your
page
empty

60. Facebook
Don’ts
•
Don’t
put
pictures
up
that
are
not
descrip8ve

61. Create
a
LinkedIn
personal
profile

62. Create
a
LinkedIN
company
profile

63. LinkedIN
Best
Prac8ces
•
Profile
–
links,
keywords,
descrip8ve
•
Status
updates
(+Twiper)
•
Repurpose
content
–
Slideshare,
YouTube
•
Connect
with
clients
&
prospects
•
Search
for
leads
–
Ideal
Customer
Profile
•
Recommend
clients,
partners
•
Use
Groups
•
Ques8ons
and
Answers

64. Twiper
is
like
text
messaging
EXCEPT
Instead
of
you
deciding
who
to
send
the
message
to:
You
broadcast
messages
(Tweet)
We
decide
if
we
want
to
listen
(follow)
P..S.
You
can
also
send
direct
messages,
just
like
regular
tex8ng.

65. Who
do
I
follow?
• Twellow.com
• Mr
tweet
• Just
Tweet
It
• Tweepsearch.com
• search.twiper

66. What
do
I
Say?
(tweet)
• Content
Filter
(retweets)
• Your
new
content
(blog,
other)
• Observa8ons
relevant
to
Ideal
Customer
• Conversa8onal
comments
• #
for
conven8ons/mee8ngs/related
tweets

67. Taming
the
beast

68. Create
a
rou8ne
•
Daily
•
Weekly
•
Monthly
•
Quarterly

69. Dashboards
help
you
organize

70. Integrate
&
Amplify
www.YourCo.com

71. Summary
•
7
C ’s
have
replaced
4Ps
• Outbound
has
been
replaced
by
Inbound
• Digital
Interac8on
underlies
everything
•
Have
COMPLETE
sites/profiles
•
Create
a
System
•
Execute
and
Measure
Everywhere