Holy #%&$!! We’re totally screwed!! Social Media Marketing in  Tough Times
Yup. Times are Tough.
2 Choices
2 Choices <ul><li>Get tough!  Get smart!  Get loud! </li></ul><ul><li>Market your way through the downturn </li></ul><ul><...
<ul><li>“ Brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share...
<ul><li>Nail your Sales and Marketing message. </li></ul><ul><li>Pound your competitors’ shortcomings.  </li></ul><ul><ul>...
Remember the Basics <ul><li>You don’t need to reach  EVERYBODY </li></ul><ul><li>You just need to reach the people who wil...
How Do Buyers Find You?
How Do Buyers Find You? Oh yeah, and: And:
<ul><li>content </li></ul>What Impacts “Findability?”
<ul><li>content </li></ul>“ Findability” is
TIME  is Expensive
What to Do? <ul><li>Focus on impact! </li></ul><ul><li>What do you kill? </li></ul><ul><ul><li>S EM (PPC)  – Good SEO is c...
What to Do? <ul><li>Where do you double-down? </li></ul><ul><ul><li>Content creation – thought leadership  + findability <...
Social Media = Virtuous Cycle
Whaddaya Mean by “Content Creation?” <ul><li>TODAY </li></ul><ul><li>We got the CEO a speaking gig! </li></ul><ul><ul><li>...
“ But My Prospects Don’t Tweet!” <ul><li>Chances are, most of your buyers  don’t   tweet, utter, flick, or ‘tube! </li></u...
mmmm …   !!!
What About PR? <ul><li>PR is totally $%#@’ing necessary </li></ul><ul><ul><li>For the FTE cost of 1 senior PR pro, agencie...
“ Dude, I Need a Checklist” <ul><li>DO </li></ul><ul><li>Listen </li></ul><ul><li>Blog </li></ul><ul><li>Hire a PR firm </...
<ul><li>Todd Defren </li></ul><ul><li>SHIFT Communications </li></ul><ul><li>[email_address] </li></ul><ul><li>617-779-185...
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Marketing in a Recession

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I gave this presentation at Chris Brogan's New Marketing Summit in Boston, late in the fall of 2008.

The crowds went wild (at my impersonation of a brain-eating zombie).

The advice is still sound, as the economy is still in the toilet. Good luck! And let me know how I can help.

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Marketing in a Recession

  1. Holy #%&$!! We’re totally screwed!! Social Media Marketing in Tough Times
  2. Yup. Times are Tough.
  3. 2 Choices
  4. 2 Choices <ul><li>Get tough! Get smart! Get loud! </li></ul><ul><li>Market your way through the downturn </li></ul><ul><li>Why would you cut the resources that ensure your brand remains front & center? </li></ul>
  5. <ul><li>“ Brands that increase (marketing) during a recession, when competitors are cutting back, can improve market share and return on investment at lower cost than during good economic times.” </li></ul><ul><ul><ul><ul><ul><li>Marketing Your Way Through a Recession </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Published: March 3, 2008 </li></ul></ul></ul></ul></ul>
  6. <ul><li>Nail your Sales and Marketing message. </li></ul><ul><li>Pound your competitors’ shortcomings. </li></ul><ul><ul><li>They’re hurting and they will be quiet. Take the offensive. </li></ul></ul><ul><li>In a downturn, aggressive PR and Communications strategy is key. </li></ul><ul><ul><ul><ul><ul><li>Doug Leone, Sequoia Capital </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Mandatory CEO All-Hands Meeting , Sand Hill Road </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Oct. 9, 2008 </li></ul></ul></ul></ul></ul>
  7. Remember the Basics <ul><li>You don’t need to reach EVERYBODY </li></ul><ul><li>You just need to reach the people who will buy your stuff </li></ul>
  8. How Do Buyers Find You?
  9. How Do Buyers Find You? Oh yeah, and: And:
  10. <ul><li>content </li></ul>What Impacts “Findability?”
  11. <ul><li>content </li></ul>“ Findability” is
  12. TIME is Expensive
  13. What to Do? <ul><li>Focus on impact! </li></ul><ul><li>What do you kill? </li></ul><ul><ul><li>S EM (PPC) – Good SEO is cheaper, more effective </li></ul></ul><ul><ul><li>A dvertising – it’s expensive; it’s hit-or-miss </li></ul></ul><ul><ul><li>L ayers – cut internal staff </li></ul></ul><ul><ul><li>E vents – box-up the booth; visibility = speeches </li></ul></ul>
  14. What to Do? <ul><li>Where do you double-down? </li></ul><ul><ul><li>Content creation – thought leadership + findability </li></ul></ul><ul><ul><li>SEO – findability </li></ul></ul><ul><ul><li>Listening – responsiveness scores points; identifies red flags early on </li></ul></ul><ul><ul><li>PR – thought leadership + promotion (read: findability) + responsiveness </li></ul></ul>
  15. Social Media = Virtuous Cycle
  16. Whaddaya Mean by “Content Creation?” <ul><li>TODAY </li></ul><ul><li>We got the CEO a speaking gig! </li></ul><ul><ul><li>Media advisory! </li></ul></ul><ul><ul><li>Bylined article! </li></ul></ul><ul><ul><li>Proactive pitches! </li></ul></ul><ul><ul><li>On-the-floor interviews! </li></ul></ul><ul><ul><li>Go home! </li></ul></ul><ul><li>TOMORROW </li></ul><ul><li>We got the CEO a speaking gig! </li></ul><ul><ul><li>Let’s send a camera crew along </li></ul></ul><ul><ul><ul><li>Interview her on the way to the event </li></ul></ul></ul><ul><ul><ul><li>Podcast from a conference room </li></ul></ul></ul><ul><ul><ul><li>Document hallway chatter </li></ul></ul></ul><ul><ul><ul><li>Film or livestream the speech </li></ul></ul></ul><ul><ul><li>Share content all along the way </li></ul></ul><ul><ul><ul><li>Twitpic & Utterz from the floor </li></ul></ul></ul><ul><ul><ul><li>#tag, tweet & liveblog the process </li></ul></ul></ul><ul><ul><li>Monitor response; interact with users </li></ul></ul><ul><ul><li>Do “the traditional PR stuff” too </li></ul></ul><ul><li>Content creates ongoing “exposure opportunities” … empowers your communities … boosts SEO … </li></ul>
  17. “ But My Prospects Don’t Tweet!” <ul><li>Chances are, most of your buyers don’t tweet, utter, flick, or ‘tube! </li></ul><ul><li>Don’t matter. Not a lick. </li></ul>’ s SOCIAL MEDIA
  18. mmmm … !!!
  19. What About PR? <ul><li>PR is totally $%#@’ing necessary </li></ul><ul><ul><li>For the FTE cost of 1 senior PR pro, agencies will give you 5! - strategists, tacticians, writers, etc. </li></ul></ul><ul><li>PR provides 3 rd party validation </li></ul><ul><ul><li>MSM is influential </li></ul></ul><ul><ul><ul><li>Most buyers still prefer a MSM write-up to a blog post ( CREDIBILITY ) </li></ul></ul></ul><ul><ul><ul><li>Most MSM sites have better PageRanks than blogs ( FINDABILITY ) </li></ul></ul></ul><ul><ul><ul><li>Agencies have long-standing relationships across the mediasphere, via several clients ( RESULTS ) </li></ul></ul></ul><ul><ul><li>Industry Awards! Speaking Opportunities! Social Content Distribution! Oh my! </li></ul></ul>
  20. “ Dude, I Need a Checklist” <ul><li>DO </li></ul><ul><li>Listen </li></ul><ul><li>Blog </li></ul><ul><li>Hire a PR firm </li></ul><ul><li>Focus on SEO </li></ul><ul><li>Create & publish relevant content </li></ul><ul><li>Distribute content in places where buyers can be found </li></ul><ul><ul><li>Trust good SEO to do the rest </li></ul></ul><ul><li>Measure </li></ul><ul><li>DON’T </li></ul><ul><li>Advertise </li></ul><ul><li>Pay-per-click </li></ul><ul><li>Attend events </li></ul><ul><ul><li>Unless you’ll be a speaker </li></ul></ul><ul><li>Protect your fiefdom </li></ul><ul><ul><li>Outsource vs. Hire </li></ul></ul><ul><li>And, Don’t Panic! </li></ul>
  21. <ul><li>Todd Defren </li></ul><ul><li>SHIFT Communications </li></ul><ul><li>[email_address] </li></ul><ul><li>617-779-1853 </li></ul><ul><li>www.shiftcomm.com (web) </li></ul><ul><li>www.pr-squared.com (blog) </li></ul><ul><li>twitter.com/tdefren (twitter) </li></ul>Now What? <ul><li>I’ve got more ideas… </li></ul><ul><li>Contact me: </li></ul>C’mon, they only gave me 10 minutes!

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