This document discusses trends in social media and content marketing. It notes that new technologies and platforms have disrupted many industries in recent years. Examples given include online retailers like Amazon disrupting bookstores and electronics retailers, and streaming services like Netflix disrupting movie rentals. The document also provides statistics on growth in the number of users and subscribers to various social media platforms like Facebook, LinkedIn, and Twitter over the past 5 years. It emphasizes that social media allows for reaching extended audiences and that no two audience members are alike in their social media habits. The key is to assess one's own social "graph" or connections and presence across various networks and platforms.

1. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends with Benefits
Social Media 2012 Playbook
March 28, 2010
1

2. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends with Benefits
2

3. EatMedia.com
Change is a constant
bordering on chaos
Surround yourself with people that
help you use these forces.
EatMedia or be Eaten
3

4. About
Chief Revenue Office (CRO)
Sales, Marketing, Client Relations, Fanbase building
Digital, Mobile, Social, Events
CRM, Marketing Automation, Analytics
Content Development
User Experience design
4

8. GO F.LIN.T.Y.
8
8

9. ROI?
Return On Investment
Risk Of Inactivity
9

10. 5 Years: $5-30 B Sales Growth of Physical Goods

11. Who?
- You
- Yours
- Friends

12. I hear, and I forget.
I see, and I remember.
I do, and I understand.
- Chinese Proverb

13. Evolve…
Dave Armano+

16. It’s about the Story You Tell
16

18. -
…
18

19. -
…
… OR DO WE?
19

20. Twitter hashtag: #NSTC328
www.
20

21. Pencils down!
This Playbook will be shared via
Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia.
Every logo, button and frame here is a live link.
Today we will focus on a few key highlights.
How deep you dive later is up to you.
21

22. 3 Forms of Media:
Own
Buy
Earn
2 Reasons to Participate:
Opportunity
Obligation
1 Most Important:
Content

23. 23
23

24. InBound Marketing
Hubspot24

25. 25

26. What are you trying to build, and where?
26

27. What are you trying to say, and to whom?
Social Media = Generation “C” – connecting, conversing, collaborating
Social Media Marketing = telling your story in a compelling,
conversational way – part of a broader Content Marketing strategy.
1. Business challenges
• content strategy
• content creation
• audience discovery
• audience engagement & dialogue
• converting audience into customers and fans
2. Audience challenges
• irrelevant content
• ineffective content
• less time and attention
27

28. Content Marketing via Social Channels
Uptake factors
1. Content strategy - how do you want to be known?
2. Data strategy – how will you identify target audiences?
3. Channel strategy - re-usable content “chunks”
Ex: white paper > preso > blog > Tweet > video > podcast
4. Audience self-discovery – SEO, targeting, etc.
Intake factors
1. Sharing (or “Snaring”) features
2. Landing pages
3. Opt-in and response management
4. Conversation – listening, monitoring and engagement
5. Database management
28

29. A Content Marketing Ecosystem
Management
Assets Access Dynamic Campaign Reporting &
Assembly Management Measurement
Production
Online Marketing On-demand Sales Enablement
Today’s Print Studio Tools
Distribution focus
•Email Marketing •Commerce / Storefront •Brochure Builder
•Microsites •Inventory / Budget Mgt •Presentation Center
•Forms/Surveys •Multi-Vendor Mgt •Education Center
Engagement
Social Mobile E-mail Print Web Video
User - Generated Content
(UGC)
29
Next up: Trends

30. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends
30

31. Hubspot 2011

32. Where are we now? New ways to engage:
Generation “C” Last Decade Last Century
Speed Light beam Cycle time (HDD) Electron
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Mashable, GigaOm WSJ .com TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, AOL, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
32

33. Where are we now? New ways to engage:
Generation “C” Last Decade Last Century
Speed Light beam Electron Plane
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Mashable, GigaOm WSJ .com TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
33

34. A few 5-year trends
850 M
eBooks
2B 500 M
150 M
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M 10M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
34

35. A few 5-year trends
850 M
eBooks
2B 500 M
20% of US commerce revenue
150 M
is online – and that’s just Retail
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M 10M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
35

36. Social Media =
The Internet’s way of
driving us all crazy…
36

37. But it’s a great way to
reach an extended audience.
37

38. The crazy part is….
38

39. Me
You
No two audience members are alike
Friend
Org
Daily Weekly Seldom / never
39

40. First: Assess your social “graph”
You 1000+ 450 0 8 0 1700+ 390 110
Aud 1 1500 1600
Org •What are the trends?
•Who are your audiences? Where do they socialize?
Aud 2 •Who is Scouting? Active? Immersed? Influential?
•How connected and influential are you?
Who uses what? How, and why?
40

41. Who uses what? How, and why?
Stats also available for Twitter, Pinterest, Facebook, Google+, Reddit, Digg
(search Mashable.com for “Social Media Demographics” (or click here) 41
Next: Benefits

43. Trends Benefits Search LinkedIn Email Twitter Mobile
Benefits
43

44. What’s In It for Me?
44

45. Q: What’s In It for You?
Consider:
The attributes of business
now apply to the individual
45

46. Q: What’s In It for You?
A: New sources of Capital.
46

47. Q: What’s In It for You?
A: New sources of Capital.
Relationships
47

48. Q: What’s In It for You?
A: New sources of Capital.
Relationships
Influence
48

49. Q: What’s In It for You?
A: New sources of Capital.
Money
Relationships
$
Influence
49

50. Q: What’s In It for You?
A: New sources of Capital.
Money
Relationships
$
Influence
Financial Social
Capital Capital
50

51. Q: How are they interchangeable?
Money
Relationships
$
Influence
51

52. Q: How are they interchangeable?
A: Through Value Exchange:
• Trust
Money • Reciprocity Relationships
$ • Knowledge
• Authority
• Recognition
Influence
52

53. Example: Influence as Social Capital
Influence
Knowledge X Reach X Relevance
Influence = + Authority
(Value)
53

54. Example: Relationships as Social Capital
Relationships
Trust +
Relationships = Reciprocity X Reach X Relevance
(Value)
54

55. Influence gap = investment opportunity
23% say there's not enough Educational info
Knowledge
(IDG Connect)
48% said if the quality of thought leadership
Authority
improved, it would influence their purchase
(Expertise)
decision. (ITSMA)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
55

56. Relationship gap = investment opportunity
98% ignore ads; 89% buy based on expert &
Trust
peer recommendations (IDG Connect)
92% willingly exchange personal data for
Reciprocity benefits - service, convenience, etc. (IDG
Connect)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
56

57. Social Capital gaps = investment opportunities
It don’t mean a thing
If you don’t hear “cha-ching”
Money
$
57

58. Social Capital gaps = investment opportunities
1.
content
3. 2.
conversion community
58

59. Social Capital gaps = investment opportunities
1. engagement
Exchange information
along your buyer’s
journey:
1.
Identity content
Preferences 3. 2.
Requirements conversion community
preferences
59

60. Social Capital gaps = investment opportunities
1. engagement
2. fulfillment sample
save
subscribe
CTA*
Meet audience
needs and
1.
interests with content
useful content
and a Call to 3. 2.
Action (CTA) conversion community
convert ask
transact preferences share
refer compare
CTA
60

61. Social Capital gaps = investment opportunities
News • Event
Review • Referral
1. engagement Website • Blog
2. fulfillment sample
save
3. relevance subscribe
CTA*
Be relevant!
1.
content
Event • Reward
3. 2.
Survey • Partner
conversion community
Proposal • Report convert ask
Dashboard transact share
preferences
refer compare
CTA
Demo
Presentation
Conversation
Q&A
61

62. So, how’s your Social Capital?
?
62

63. What’s that nagging feeling?
63

64. How close are you…
64

65. …to this…
65

66. … or this?
66

67. Poll: What’s Your Social Profile?
Creator 24%
Conversationalist 36%
Critic 36%
Collector 23%
Joiner 68%
Spectator 73%
Inactive 14%
Source: Forrester Research
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
67

68. Poll: What’s Your Social Profile?
Creator 24%
47%
Conversationalist 36%
77%
Critic 36%
60%
Collector 23%
50%
Joiner 68%
90%
Spectator 73%
93%
Inactive 14% = World
0%
Source: Forrester Research = NSTC
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
68

69. If the Currency of Social Capital is Action…
69

70. …take action. Climb a social rung each week.
Influential
Immersed
Active
Scouting
70

71. Action item 1: Climb a social rung every week
…alongside your audience
Thinking Like Your Customer - 3 challenges:
1. Expanding competition - you’re competing with everyone
2. Evolving customers – multi-channel, higher stakes (data)
3. The torch has been passed – customers own the bullhorn
(Accenture)
71

72. A Good start: a Social Listening Strategy
1. Find your audiences and communities.
Who are they? Where are they online?
Who is Scouting, Active, Immersed, or Influential?
How engaged and influential are you?
2. Identify the Influencers. Quality trumps quantity.
Social Analytics help you identify which people are
sharing content, and their sentiment about it.
Explore channels. Mine data. Update your graph.
Every Social channel gives you reports.
72

73. Social Listening Strategy (cont’d)
3. Learn & follow your keywords and trends.
4. Announce a social business strategy.
What are you passionate / expert about?
Why are you there? What are your goals?
Relevance - customer service
Reputation – public persona
Ideas - Brainstorming, crowdsourcing, R&D
Commerce - Sales Leads
5. Harness the data (stats, activity, echo effects)
6. Frame a Social Media policy for your team….
73

74. FTC requires you to have a Social Media policy
Per FTC Guidelines on Endorsements & Testimonials,
any company spokesperson should:
• Reflect their honest beliefs, opinions or experiences
• Not make objective claims about a company’s products or
services without appropriate authorization
• Not constitute defamatory statements
• Not violate the privacy of others
• Not be offensive, profane, harassing, derogatory or
discriminatory
• Not infringe on the IP rights of others
• Not constitute deceptive or misleading statements about
products or services you provide
Expectations + framework > open dialogue
Word of Mouth Marketing Association (womma.org) 74

75. Review:
Action item 1: Climb a social rung every week
Influential
Immersed
Active
Scouting
…alongside your audience 75

76. Summary
•Invest in Social Capital (Relationships and Influence)
•Have a Social Listening Strategy
•Have a Social Media Policy
•Climb a Social rung each week
•Set expectations, provide framework, open dialogue
76
Next up: Search

77. Trends Benefits Search LinkedIn Email Twitter Mobile
Search
Or: How to get found
77

78. Search marketing is child’s play…
Got any Aces?
78

79. Go fish!
79

80. Are virtual trade shows worth it?
80

81. 81

82. 82

83. 83

84. Everything can be tagged. This presentation is.
84

85. Everything can be tagged. This presentation is.
Tag! You’re It.
85

86. Summary:
• Search is child’s play. So play the games.
• Get visible.
• Get found.
• Get shared.
86
Next up: LinkedIn

87. Trends Benefits Search LinkedIn Email Twitter Mobile
87

88. “ I
(we) ”
- Reid Hoffman, Founder
88

89. “All the attributes of business
now apply to the individual”.
- Reid Hoffman, Founder
89

90. Q: What’s In It for You?
A: The 3 main ingredients of growth -
• Broader vision
• Faster learning
• Collective intelligence
Source: HBR
90

91. Q: Who’s there?
91

92. LinkedIn helper apps at
92

94. Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Join Groups
Complete Profile (100%)
94

95. Bonus: LinkedIn Power User Cheat Sheet
1.Leverage Groups. You can bypass the connection requirement and
directly message fellow group members.
2.Search options. Advanced Search: lets you sort results of searches
by many handy criteria, such as degree connection, skill tags, etc.
3.Link your Twitter account and share your LI status updates on
Twitter and vice versa.
4.Make your LinkedIn profile your resume. Use the Resume Builder
tool. Choose a template, edit, and export as a .pdf that you can
print, email and share.
5.Video. Add it to your Company page. Company Page > Products >
Admin Tools > Add product or service
6.Rearrange your Profile. In Edit mode, hover mouse over Title of
each section to activate a 4 - arrow icon, then click and drag that
Title and its content.
95

96. LinkedIn Power User Cheat Sheet (cont’d)
7. Extend the life of your questions. Answers > My Q&A : click on
any quesiton you'd like to revive and click "re-open this question
to answers". 7 day increments.
8. Share questions or your answers to others' questions. Use the
"share this" feature beneath a question. You can then share it via
LinkedIn, bookmark it on Delicious, or grab the permalink to
share elsewhere.
9. Track Industry news. Use Linkedin Today. Sign up for email
summaries, too.
10. Export Connections. Contacts > My Connections > Export
Connections
11. Find email contacts. Use the Linked In companion for Firefox. It
helps you ID the profiles of people who email you, plus access
other LinkedIn features.
See linkedin.com strategy guides - visit Learning Center via “footer” menu
96

97. Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Join Groups
Complete Profile (100%)
97
Next up: Email

98. Trends Benefits Search LinkedIn Email Twitter Mobile
Email
98

99. How email enhances social media
• Everybody has it
• It’s a “long format” channel (>140 char.)
• It’s always on
• It’s available everywhere
• It enables sharing across channels & graphs
•It gives you feedback (performance data)
99

100. Gaps and opportunities
• Get targeting right, finally
know your audience
• Design for mobile and sharing (vs. snaring) –
tags, buttons, formatting
• Test, test, test - testing is the new proofreading
Treat email and websites alike
Combine & analyze the data to improve
100

101. A Report on:
• 500,000 email software product users
• over 100,000,000 emails sent
• Open & Click rates
101

102. Average user
Open: Click:
19.58% 3.81%
102

103. Average user Pro user $
+ 24% + 82%
Open: Click: Open: Click:
19.58% 3.81% 24.22% 6.94%
103

104. Email marketing Pro cheat sheet:
•From: Sender’s FName, LName, Company
•Subject: Front-load (What’s in it for Me, the recipient)
•Testing! Testing! A/B test subject, link, graphic, etc.
•Text/graphics : 80/20
•<alt> tag your graphics (“Ed’s pic”, not “8726.jpg”)
•Grammar, spelling, punctuation, syntax – check!
•Clear CTA (call to action) - above and below the fold
•Mobile-friendly – font, link & graphic size / spacing
•Social Links – LI, FB, Twitter, etc.
104

105. Email #FAIL: Let us count the ways…
Header (From, Subject)
Text/Graphics
<alt> tags
To: David
From: Ed | fanfoundry Text proofing
Subject: 3/28 preso, links, etc.
Date: March 28, 2012 Call to Action (CTA)
David,
I look forward to meeting all of you at Mobile friendly
Wednesday’s breakfast on “Trends With
Benefits”. Social links
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
105

106. Action Item 3: Treat Email and Websites alike
Header (From, Subject)
Text/Graphics
To: David <alt> tags
From: Ed | To: David | fanfoundry
fanfoundry
From: Ed Text proofing
Subject: 3/28 preso, links, etc.
Subject: 3/28 preso, links, etc.
Date: March 28, 2012 Call to Action (CTA)
Date: March 28, to meeting all of you at
David,
I look forward
2012 Mobile friendly
Wednesday’s breakfast on “Trends With
Benefits”. Social links
David, Here are the links:
I look forward to Social Profile” (online poll) of you at
•What’s Your
meeting all
•NSTC.org event registration page
Wednesday’s breakfast on “Trends With
•EatMedia.com event page
•Fanfoundry.com event page
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page 106
•Fanfoundry.com event page

107. Inbox view
Why abbrev.? What do these mean?
Who cares? redundant
WIFM?
JKL Assoc. | Exciting Development at JKL Associates |
Having trouble viewing this email? Click here header Hi Ed
feathered Recently
Huh? 107

108. Message view
108

109. Message view <alt> tags
could be more
as descriptive
customers’ (omit paragraph)
How? Example! Confused: You’ll build me
a custom app? If not,
LINK to examples so I can
all of me?
imagine the possibilities.
You’re Link to examples
Make “contact
Add link: us” a hyperlink
“more about BNI”)
109

110. Summary: target, share, test
•Test email like it’s a website
•Format email for the small screen
Test, test, test:
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
110
Next up: Twitter

111. Trends Benefits Search LinkedIn Email Twitter Mobile
111

112. 112

113. 6 Reasons to love Twitter:
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share ideas and opinions freely
4. Collaborate with colleagues
5. Get news firsthand from the news makers
(better yet: Be a newsmaker)
6. Accelerate and make money!
113

114. What’s in your Twitter toolbelt?
114

115. Action Item 4: Embrace your Twitterati
ROI Examples:
•Leveraging Twitter for Content Promotion
(client: CommLink Services Inc.)
•Leveraging Press for Lead Generation
(client: Sustainable Minds)
•Event Attendance & Sponsorship
(client: Global Strategic Management Institute)
•Increase Tourism
(client: Tourism Fiji)
115

116. I have a sustainability blog titled “Social Climate”, named
after my nonprofit, the Social Climate Group. Here it is:
116

117. I also have a Twitter account named SocialClimate, where I
“tweet” my articles about NSTC’s Sustainability SIG (etc.) and
inform my writing by observing topical trends.
117

118. Recently, I “tweeted” about my article discussing ways city and
campus buildings could save on grid-energy, HVAC, electrical and
pollution expense by switching from copper based networks to
fiber optics. Here it is:
Keywords: earth • social • climate • datacom
118

119. recent
What happened next?
Here are a few sips from
this “tweetstream”
(most recent on top):
My Tweet
119

120. My Tweet
120

121. 121

122. 122

123. 123

124. 124

125. What happened that first week …
Audience
20 new Twitterati following @SocialClimate onTwitter
17 new Blog subscribers at www.1SocialClimate.com
80 new product inquiries o/b/o my client (cited in article)
“Echo” boom
37 “Re-tweets” (“RT”) of my original message
79 Follow Friday (“FF) mentions – Twitterati endorsements
131 other mentions of @SocialClimate
125

126. What happened that first week …
$
ROI
2 Speaking engagements (one volunteer, one paid)
2 Article submissions (paid)
3 inquiries regarding my services - one deal landed (so far)
1 repeat customer
80 hours in fees for 8 hours of work … and counting.
126

127. Example: Feb 2012 Product announcement from Sustainable Minds
Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms
TwitterVerse amplifies the message. Here are 2 examples.
1. 2.
127

128. Twitter Shorthand Across the Ages (LOL)
Abbreviation Gen X/Y translation Boomer translation
BFF Best friend forever Best friend’s funeral
BTW By the way Bring the wheelchair
IMHO In my humble opinion Is my hearing aid on?
DWI Driving while intoxicated Driving while incontinent
FWB Friend with benefits Friend with beta blockers
FYI For your information Found your insulin
LOL Laughing out loud Living on Lipitor
ROFL Rolling on the floor -
laughing
ROFLCGU Rolling on the floor
laughing; can’t get up
128
Next: Mobile

129. Trends Benefits Search LinkedIn Email Twitter Mobile
Mobile
129

130. Get Smart
SoLoMo

132. It’s a mobile social world…
132

133. It’s a mobile social world…
133

134. It’s a mobile social world…
134

135. It’s a mobile social world…
135

136. It’s a mobile social world…
Social networking is the fastest growing mobile activity (Comscore)
Smartphones are the “weapon of choice”, doing the work of:
Flip video cameras PDAs / datebooks
Digital cameras Music players
Video games GPS / navigation
Regular Cell phones Remote Controls
PCs and laptops Watches
Household phones Wallet contents
Documents Television
Bar code scanners Radio
Cashiers …what next?
136

137. The Magnificent 7 of Mobile
1. Anytime - All the time
2. Instant gratification to engage or buy
3. Discovery of users goals … now
4. Customer service with 1-click-to-call
5. Scan and assess current location
6. Connect with other media
7. Personalized incentives and alerts

138. From: Ed | fanfoundry
Action item
Subject: 3/28 preso, links, etc.
5: Optimize for Mobile
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Regards,
Ed
138
Share:

139. Review:
1. Climb a social rung every week
2. Start a new LinkedIn habit
3. Treat email like websites (test)
4. Embrace your Twitterati
5. Optimize for Mobile
139

140. Uber-action Item:
Align your Social Listening
with your
Content Marketing…
140

141. …and start surfing your crowd today.
141

142. Trends Benefits Search LinkedIn Twitter Email Mobile
Stay
social,
my
friends
142

143. Trends Benefits Search LinkedIn Twitter Email Mobile
Thank
you!
143

144. Trends Benefits Search LinkedIn Twitter Email Mobile
Any
Questions?
144

145. EatMedia.com
Or Be Eaten

146. 146

147. Net Atlantic is a proud sponsor
of the NSTC
147

148. Who is Net Atlantic?
• We are one of the first Email Service Providers
• ~2000 customers worldwide
• 35 employees
• Over 6 billion emails sent last year
• On track to send over 8 billion this year!
• Located in downtown Salem, Mass
148

149. Why is email so effective?
Email marketing:
• Drives behavior
• Builds brands
• Increases revenue
• Is a highly effective “push” technology
• Is a key piece of your complete Marketing strategy
149

150. 150

151. Our Difference
• Our advanced technologies allow for high levels of
integration, segmentation, dynamic content creation,
triggered and sequential messaging, multi-channel
messaging, and more
• We are a key partner to help
you succeed online
• We’re not just an
Email Service Provider;
We are an extension of your
Marketing Team 151

152. We help you drive results
• The world is constantly changing, and as an agile
company, Net Atlantic has become an integrated multi-
channel engine (Email Marketing, Social Media, Content
Creation)
152

153. There are some Net Atlantic team members in the audience.
After the event, feel free to ask them questions!
And… Do Not Forgot To Make It Social!
153

154. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends with Benefits
154

155. EatMedia.com
Change is a constant
bordering on chaos
Surround yourself with people that
help you use these forces.
EatMedia or be Eaten
155

156. About
Chief Revenue Office (CRO)
Sales, Marketing, Client Relations, Fanbase building
Digital, Mobile, Social, Events
CRM, Marketing Automation, Analytics
Content Development
User Experience design
156

160. GO F.LIN.T.Y.
160
160

161. ROI?
Return On Investment
Risk Of Inactivity
161

162. 5 Years: $5-30 B Sales Growth of Physical Goods

163. Who?
- You
- Yours
- Friends

164. I hear, and I forget.
I see, and I remember.
I do, and I understand.
- Chinese Proverb

165. Evolve…
Dave Armano+

168. It’s about the Story You Tell
168

170. -
…
170

171. -
…
… OR DO WE?
171

172. Twitter hashtag: #NSTC328
www.
172

173. Pencils down!
This Playbook will be shared via
Twitter, LinkedIn, NSTC.org, FanFoundry and EatMedia.
Every logo, button and frame here is a live link.
Today we will focus on a few key highlights.
How deep you dive later is up to you.
173

174. 3 Forms of Media:
Own
Buy
Earn
2 Reasons to Participate:
Opportunity
Obligation
1 Most Important:
Content

175. 175
175

176. InBound Marketing
Hubspot
176

177. 177

178. What are you trying to build?
178

179. First ask: What do you have to say?
Social Media = Generation “C” – connecting, conversing, collaborating
Social Media Marketing = telling your story in a compelling,
conversational way – part of a broader Content Marketing strategy.
1. Business challenges
• content strategy
• content creation
• audience discovery
• audience engagement & dialogue
• converting audience into customers and fans
2. Audience challenges
• irrelevant content
• ineffective content
• less time and attention
179

180. Content Marketing via Social Channels
Uptake factors
1. Content strategy - how do you want to be known?
2. Data strategy – how will you identify target audiences?
3. Channel strategy - re-usable content “chunks”
Ex: white paper > preso > blog > Tweet > video > podcast
4. Audience self-discovery – SEO, targeting, etc.
Intake factors
1. Sharing (or “Snaring”) features
2. Landing pages
3. Opt-in and response management
4. Conversation – listening, monitoring and engagement
5. Database management
180

181. A Content Marketing Ecosystem
Management
Assets Access Dynamic Campaign Reporting &
Assembly Management Measurement
Production
Online Marketing On-demand Sales Enablement
Today’s Print Studio Tools
Distribution focus
•Email Marketing •Commerce / Storefront •Brochure Builder
•Microsites •Inventory / Budget Mgt •Presentation Center
•Forms/Surveys •Multi-Vendor Mgt •Education Center
Engagement
Social Mobile E-mail Print Web Video
User - Generated Content
(UGC)
181
Next up: Trends

182. Trends Benefits Search LinkedIn Email Twitter Mobile
Trends
182

183. Hubspot 2011

184. Where are we now? New ways to engage:
Generation “C” Last Decade Last Century
Speed Light beam Electron Electron
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Mashable, GigaOm WSJ .com TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, AOL, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
184

185. Where are we now? New ways to engage:
Generation “C” Last Decade Last Century
Speed Light beam Electron Plane
Auto Rental RelayRides, Zipcar Enterprise Rent-a-Car Taxi
Movies Red Box, NetFlix Comcast Blockbuster
Books Amazon, eBooks Borders Public Library
Electronics NewEgg.com Dell.com, Best Buy Circuit City
Telephones Samsung, Apple (4G) RIM & Motorola Ma Bell
Music Spotify iTunes Tower Records
Real Estate Zillow Realtor.com Newspaper
Search Summly, Quora Google, Wikipedia Encyclopedia Brittanica
Business News Mashable, GigaOm WSJ .com TV / Newspaper
Jobs LinkedIn Monster.com Newspaper
LinkedIn, Virtual Trade LinkedIn, Virtual Trade
Business Forum Show Show Trade Show
Social Forum Facebook, Pinterest Friendster Tripod, Lycos
Twitter, Polldaddy,
Opinion Forum LinkedIn
Forums & focus groups Mail surveys
185

186. A few 5-year trends
850 M
eBooks
2B 500 M
150 M
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
186

187. A few 5-year trends
850 M
eBooks
2B 500 M
20% of US commerce revenue
150 M
is online – and that’s just Retail
18%
1M
$5 B
10M $100M 0 2M 0 500M 10 K 30 M
Facebook Mashable Ebooks Music Mobile LinkedIn Twitter
Ebay Sales
Users Subscribers (% of all sales) Downloads Apps Users Users
187

188. Social Media =
The Internet’s way of
driving us all crazy…
188

189. But it’s a great way to
reach an extended audience.
189

190. The crazy part is….
190

191. Me
You
No two audience members are alike
Friend
Org
Daily Weekly Seldom / never
191

192. First: Assess your social “graph”
You 1000+ 450 0 8 0 1700+ 390 110
Aud 1 1500 1600
Org •What are the trends?
•Who are your audiences? Where do they socialize?
Aud 2 •Who is Scouting? Active? Immersed? Influential?
•How connected and influential are you?
Who uses what? How, and why?
192

193. Who uses what? How, and why?
Stats also available for Twitter, Pinterest, Facebook, Google+, Reddit, Digg
(search Mashable.com for “Social Media Demographics” (or click here) 193
Next: Benefits

195. Trends Benefits Search LinkedIn Email Twitter Mobile
Benefits
195

196. What’s In It for Me?
196

197. Q: What’s In It for You?
Consider:
The attributes of business
now apply to the individual
197

198. Q: What’s In It for You?
A: New sources of Capital.
198

199. Q: What’s In It for You?
A: New sources of Capital.
Relationships
199

200. Q: What’s In It for You?
A: New sources of Capital.
Relationships
Influence
200

201. Q: What’s In It for You?
A: New sources of Capital.
Money
Relationships
$
Influence
201

202. Q: What’s In It for You?
A: New sources of Capital.
Money
Relationships
$
Influence
Financial Social
Capital Capital
202

203. Q: How are they interchangeable?
Money
Relationships
$
Influence
203

204. Q: How are they interchangeable?
A: Through Value Exchange:
• Trust
Money • Reciprocity Relationships
$ • Knowledge
• Authority
• Recognition
Influence
204

205. Example: Influence as Social Capital
Influence
Knowledge X Reach X Relevance
Influence = + Authority
(Value)
205

206. Example: Relationships as Social Capital
Relationships
Trust +
Relationships = Reciprocity X Reach X Relevance
(Value)
206

207. Influence gap = investment opportunity
23% say there's not enough Educational info
Knowledge
(IDG Connect)
48% said if the quality of thought leadership
Authority
improved, it would influence their purchase
(Expertise)
decision. (ITSMA)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
207

208. Relationship gap = investment opportunity
98% ignore ads; 89% buy based on expert &
Trust
peer recommendations (IDG Connect)
92% willingly exchange personal data for
Reciprocity benefits - service, convenience, etc. (IDG
Connect)
43% of marketers say customers view their
Reach content as disjointed or hit and miss.
(Forrester Research)
39% say this key element is missing
Relevance
(IDG Connect)
208

209. Social Capital gaps = investment opportunities
It don’t mean a thing
If you don’t hear “cha-ching”
Money
$
209

210. Social Capital gaps = investment opportunities
1.
content
3. 2.
conversion community
210

211. Social Capital gaps = investment opportunities
1. engagement
Exchange information
along your buyer’s
journey:
1.
Identity content
Preferences 3. 2.
Requirements conversion community
preferences
211

212. Social Capital gaps = investment opportunities
1. engagement
2. fulfillment sample
save
subscribe
CTA*
Meet audience
needs and
1.
interests with content
useful content
and a Call to 3. 2.
Action (CTA) conversion community
convert ask
transact preferences share
refer compare
CTA
212

213. Social Capital gaps = investment opportunities
News • Event
Review • Referral
1. engagement Website • Blog
2. fulfillment sample
save
3. relevance subscribe
CTA*
Be relevant!
1.
content
Event • Reward
3. 2.
Survey • Partner
conversion community
Proposal • Report convert ask
Dashboard transact share
preferences
refer compare
CTA
Demo
Presentation
Conversation
Q&A
213

214. So, how’s your Social Capital?
?
214

215. What’s that nagging feeling?
215

216. How close are you…
216

217. …to this…
217

218. … or this?
218

219. Poll: What’s Your Social Profile?
Creator 24%
Conversationalist 36%
Critic 36%
Collector 23%
Joiner 68%
Spectator 73%
Inactive 14%
Source: Forrester Research
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
219

220. Poll: What’s Your Social Profile?
Creator 24%
47%
Conversationalist 36%
77%
Critic 36%
60%
Collector 23%
50%
Joiner 68%
90%
Spectator 73%
93%
Inactive 14% = World
0%
Source: Forrester Research = NSTC
http://www.mindjumpers.com/blog/2012/01/global-social-media-adoption-2011/
220

221. If the Currency of Social Capital is Action…
221

222. …take action. Climb a social rung each week.
Influential
Immersed
Active
Scouting
222

223. Action item 1: Climb a social rung every week
…alongside your audience
Thinking Like Your Customer - 3 challenges:
1. Expanding competition - you’re competing with everyone
2. Evolving customers – multi-channel, higher stakes (data)
3. The torch has been passed – customers own the bullhorn
(Accenture)
223

224. A Good start: a Social Listening Strategy
1. Find your audiences and communities.
Who are they? Where are they online?
Who is Scouting, Active, Immersed, or Influential?
How engaged and influential are you?
2. Identify the Influencers. Quality trumps quantity.
Social Analytics help you identify which people are
sharing content, and their sentiment about it.
Explore channels. Mine data. Update your graph.
Every Social channel gives you reports.
224

225. Social Listening Strategy (cont’d)
3. Learn & follow your keywords and trends.
4. Announce a social business strategy.
What are you passionate / expert about?
Why are you there? What are your goals?
Relevance - customer service
Reputation – public persona
Ideas - Brainstorming, crowdsourcing, R&D
Commerce - Sales Leads
5. Harness the data (stats, activity, echo effects)
6. Frame a Social Media policy for your team….
225

226. FTC requires you to have a Social Media policy
Per FTC Guidelines on Endorsements & Testimonials,
any company spokesperson should:
• Reflect their honest beliefs, opinions or experiences
• Not make objective claims about a company’s products or
services without appropriate authorization
• Not constitute defamatory statements
• Not violate the privacy of others
• Not be offensive, profane, harassing, derogatory or
discriminatory
• Not infringe on the IP rights of others
• Not constitute deceptive or misleading statements about
products or services you provide
Expectations + framework > open dialogue
Word of Mouth Marketing Association (womma.org) 226

227. Review:
Action item 1: Climb a social rung every week
Influential
Immersed
Active
Scouting
…alongside your audience 227

228. Summary
•Invest in Social Capital (Relationships and Influence)
•Have a Social Listening Strategy
•Have a Social Media Policy
•Climb a Social rung each week
•Set expectations, provide framework, open dialogue
228
Next up: Search

229. Trends Benefits Search LinkedIn Email Twitter Mobile
Search
Or: How to get found
229

230. Search marketing is child’s play…
Got any Aces?
230

231. Go fish!
231

232. Are virtual trade shows worth it?
232

233. 233

234. 234

235. 235

236. Everything can be tagged. This presentation is.
236

237. Everything can be tagged. This presentation is.
Tag! You’re It.
237

238. Summary:
• Search is child’s play. So play the games.
• Get visible.
• Get found.
• Get shared.
238
Next up: LinkedIn

239. Trends Benefits Search LinkedIn Email Twitter Mobile
239

240. “ I
(we) ”
- Reid Hoffman, Founder
240

241. “All the attributes of business
now apply to the individual”.
- Reid Hoffman, Founder
241

242. Q: What’s In It for You?
A: The 3 main ingredients of growth -
• Broader vision
• Faster learning
• Collective intelligence
Source: HBR
242

243. Q: Who’s there?
243

244. LinkedIn helper apps at
244

246. Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Join Groups
Complete Profile (100%)
246

247. Bonus: LinkedIn Power User Cheat Sheet
1.Leverage Groups. You can bypass the connection requirement and
directly message fellow group members.
2.Search options. Advanced Search: lets you sort results of searches
by many handy criteria, such as degree connection, skill tags, etc.
3.Link your Twitter account and share your LI status updates on
Twitter and vice versa.
4.Make your LinkedIn profile your resume. Use the Resume Builder
tool. Choose a template, edit, and export as a .pdf that you can
print, email and share.
5.Video. Add it to your Company page. Company Page > Products >
Admin Tools > Add product or service
6.Rearrange your Profile. In Edit mode, hover mouse over Title of
each section to activate a 4 - arrow icon, then click and drag that
Title and its content.
247

248. LinkedIn Power User Cheat Sheet (cont’d)
7. Extend the life of your questions. Answers > My Q&A : click on
any quesiton you'd like to revive and click "re-open this question
to answers". 7 day increments.
8. Share questions or your answers to others' questions. Use the
"share this" feature beneath a question. You can then share it via
LinkedIn, bookmark it on Delicious, or grab the permalink to
share elsewhere.
9. Track Industry news. Use Linkedin Today. Sign up for email
summaries, too.
10. Export Connections. Contacts > My Connections > Export
Connections
11. Find email contacts. Use the Linked In companion for Firefox. It
helps you ID the profiles of people who email you, plus access
other LinkedIn features.
See linkedin.com strategy guides - visit Learning Center via “footer” menu
248

249. Action item 2: Start a new habit
Publish: share the answers
R&D: ask a question
Start a Discussion
Contribute to a Discussion
Join Groups
Complete Profile (100%)
249
Next up: Email

250. Trends Benefits Search LinkedIn Email Twitter Mobile
Email
250

251. How email enhances social media
• Everybody has it
• It’s a “long format” channel (>140 char.)
• It’s always on
• It’s available everywhere
• It enables sharing across channels & graphs
•It gives you feedback (performance data)
251

252. Gaps and opportunities
• Get targeting right, finally
know your audience
• Design for mobile and sharing (vs. snaring) –
tags, buttons, formatting
• Test, test, test - testing is the new proofreading
Treat email and websites alike
Combine & analyze the data to improve
252

253. A Report on:
• 500,000 email software product users
• over 100,000,000 emails sent
• Open & Click rates
253

254. Average user
Open: Click:
19.58% 3.81%
254

255. Average user Pro user $
+ 24% + 82%
Open: Click: Open: Click:
19.58% 3.81% 24.22% 6.94%
255

256. Email marketing Pro cheat sheet:
•From: Sender’s FName, LName, Company
•Subject: Front-load (What’s in it for Me, the recipient)
•Testing! Testing! A/B test subject, link, graphic, etc.
•Text/graphics : 80/20
•<alt> tag your graphics (“Ed’s pic”, not “8726.jpg”)
•Grammar, spelling, punctuation, syntax – check!
•Clear CTA (call to action) - above and below the fold
•Mobile-friendly – font, link & graphic size / spacing
•Social Links – LI, FB, Twitter, etc.
256

257. Email #FAIL: Let us count the ways…
Header (From, Subject)
Text/Graphics
<alt> tags
To: David
From: Ed | fanfoundry Text proofing
Subject: 3/28 preso, links, etc.
Date: March 28, 2012 Call to Action (CTA)
David,
I look forward to meeting all of you at Mobile friendly
Wednesday’s breakfast on “Trends With
Benefits”. Social links
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
257

258. Action Item 3: Treat Email and Websites alike
Header (From, Subject)
Text/Graphics
To: David <alt> tags
From: Ed | To: David | fanfoundry
fanfoundry
From: Ed Text proofing
Subject: 3/28 preso, links, etc.
Subject: 3/28 preso, links, etc.
Date: March 28, 2012 Call to Action (CTA)
Date: March 28, to meeting all of you at
David,
I look forward
2012 Mobile friendly
Wednesday’s breakfast on “Trends With
Benefits”. Social links
David, Here are the links:
I look forward to Social Profile” (online poll) of you at
•What’s Your
meeting all
•NSTC.org event registration page
Wednesday’s breakfast on “Trends With
•EatMedia.com event page
•Fanfoundry.com event page
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page 258
•Fanfoundry.com event page

259. Inbox view
Why abbrev.? What do these mean?
Who cares? redundant
WIFM?
JKL Assoc. | Exciting Development at JKL Associates |
Having trouble viewing this email? Click here header Hi Ed
feathered Recently
Huh? 259

260. Message view
260

261. Message view <alt> tags
could be more
as descriptive
customers’ (omit paragraph)
How? Example! Confused: You’ll build me
a custom app? If not,
LINK to examples so I can
all of me?
imagine the possibilities.
You’re Link to examples
Make “contact
Add link: us” a hyperlink
“more about BNI”)
261

262. Summary: target, share, test
•Test email like it’s a website
•Format email for the small screen
Test, test, test:
Header (From, Subject)
Text/Graphics
<alt> tags
Text proofing
Call to Action (CTA)
Mobile friendly
Social links
262
Next up: Twitter

263. Trends Benefits Search LinkedIn Email Twitter Mobile
263

264. 264

265. 6 Reasons to love Twitter:
1. Organize (list) audiences, identify trends
2. Meet new like-minded people
3. Share ideas and opinions freely
4. Collaborate with colleagues
5. Get news firsthand from the news makers
(better yet: Be a newsmaker)
6. Accelerate and make money!
265

266. What’s in your Twitter toolbelt?
266

267. Action Item 4: Embrace your Twitterati
ROI Examples:
•Leveraging Twitter for Content Promotion
(client: CommLink Services Inc.)
•Leveraging Press for Lead Generation
(client: Sustainable Minds)
•Event Attendance & Sponsorship
(client: Global Strategic Management Institute)
•Increase Tourism
(client: Tourism Fiji)
267

268. I have a sustainability blog titled “Social Climate”, named
after my nonprofit, the Social Climate Group. Here it is:
268

269. I also have a Twitter account named SocialClimate, where I
“tweet” my articles about NSTC’s Sustainability SIG (etc.) and
inform my writing by observing topical trends.
269

270. Recently, I “tweeted” about my article discussing ways city and
campus buildings could save on grid-energy, HVAC, electrical and
pollution expense by switching from copper based networks to
fiber optics. Here it is:
Keywords: earth • social • climate • datacom
270

271. recent
What happened next?
Here are a few sips from
this “tweetstream”
(most recent on top):
My Tweet
271

272. My Tweet
272

273. 273

274. 274

275. 275

276. 276

277. What happened that first week …
Audience
20 new Twitterati following @SocialClimate onTwitter
17 new Blog subscribers at www.1SocialClimate.com
80 new product inquiries o/b/o my client (cited in article)
“Echo” boom
37 “Re-tweets” (“RT”) of my original message
79 Follow Friday (“FF) mentions – Twitterati endorsements
131 other mentions of @SocialClimate
277

278. What happened that first week …
$
ROI
2 Speaking engagements (one volunteer, one paid)
2 Article submissions (paid)
3 inquiries regarding my services - one deal landed (so far)
1 repeat customer
80 hours in fees for 8 hours of work … and counting.
278

279. Example: Feb 2012 Product announcement from Sustainable Minds
Audience: Analysts, Bloggers & Journalists – 85 People from 60 firms
TwitterVerse amplifies the message. Here are 2 examples.
1. 2.
279

280. Twitter Shorthand Across the Ages (LOL)
Abbreviation Gen X/Y translation Boomer translation
BFF Best friend forever Best friend’s funeral
BTW By the way Bring the wheelchair
IMHO In my humble opinion Is my hearing aid on?
DWI Driving while intoxicated Driving while incontinent
FWB Friend with benefits Friend with beta blockers
FYI For your information Found your insulin
LOL Laughing out loud Living on Lipitor
ROFL Rolling on the floor -
laughing
ROFLCGU Rolling on the floor
laughing; can’t get up
280
Next: Mobile

281. Trends Benefits Search LinkedIn Email Twitter Mobile
Mobile
281

282. Get Smart
SoLoMo

284. It’s a mobile social world…
284

285. It’s a mobile social world…
285

286. It’s a mobile social world…
286

287. It’s a mobile social world…
287

288. It’s a mobile social world…
Social networking is the fastest growing mobile activity (Comscore)
Smartphones are the “weapon of choice”, doing the work of:
Flip video cameras PDAs / datebooks
Digital cameras Music players
Video games GPS / navigation
Regular Cell phones Remote Controls
PCs and laptops Watches
Household phones Wallet contents
Documents Television
Bar code scanners Radio
Cashiers …what next?
288

289. The Magnificent 7 of Mobile
1. Anytime - All the time
2. Instant gratification to engage or buy
3. Discovery of users goals … now
4. Customer service with 1-click-to-call
5. Scan and assess current location
6. Connect with other media
7. Personalized incentives and alerts

290. From: Ed | fanfoundry
Action item
Subject: 3/28 preso, links, etc.
5: Optimize for Mobile
Date: March 28, 2012
David,
I look forward to meeting all of you at
Wednesday’s breakfast on “Trends With
Benefits”.
Here are the links:
•What’s Your Social Profile” (online poll)
•NSTC.org event registration page
•EatMedia.com event page
•Fanfoundry.com event page
Regards,
Ed
290
Share:

291. Review:
1. Climb a social rung every week
2. Start a new LinkedIn habit
3. Treat email like websites (test)
4. Embrace your Twitterati
5. Optimize for Mobile
291

292. Uber-action Item:
Align your Social Listening
with your
Content Marketing…
292

293. …and start surfing your crowd today.
293

294. Trends Benefits Search LinkedIn Twitter Email Mobile
Stay
social,
my
friends
294

295. Trends Benefits Search LinkedIn Twitter Email Mobile
Thank
you!
295

296. Trends Benefits Search LinkedIn Twitter Email Mobile
Any
Questions?
296

297. EatMedia.com
Or Be Eaten