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Transcript of Social media matters
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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
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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
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Agenda
• Marke8ng – New Reali8es • Social Marke8ng
What
Why How
• Next Steps
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The
reali&es of 21st Century Marke8ng
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#1 Marke8ng has fundamentally changed!
From: Outbound (Prospec&ng, Hun&ng, Interrup&ng)
To: Inbound (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
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#2 There are new tools and you have to use them
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#3 Nobody tweets (talks)about boring businesses
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#4 Marke8ng is a system (social media is part of it)
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Strategy Before Tac8cs
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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.
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4Ps
vs. 7Cs
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Content
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Context
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Connec8on
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Community
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Contacts
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Calendar
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Consistency
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Strategy Before Tac8cs
Why
What
Who
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Your Marke8ng Purpose
• Why are you in Business • Why are clients happy to pay you?
• What is your “Internal Rally Cry”! Why
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What is Your Remarkable Difference?
• Why do your customers talk about you? • (Probably not…
Your longevity in business Price)
• Unique Advice? • Great Service?
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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?
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Who is ideal?
• Profitable • Values you • Refers
Ideal Customer
Within This Context, then Define
• Demographics
• Psychographics • Geographics • Behavior
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Social Media
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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.
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Digital interac8vity is now at the center of marke8ng
Website or Blog
YouTube
Flickr
Digg Stumble Upon
Twiper
Online PR
Friend Feed
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Sta8s8cs (April 2010)
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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)
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• 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.
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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)
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• 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)
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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)
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Why? Get Found
Website
Social Media Site
Social Media Site
Reviews
Social Media Site
Blog
18 Connec8ons
Website
3 Connec8ons
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Find Leads
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Establish Credibility
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Where to Start? Pick Your Tools
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Then you need content
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Content that builds trust
• Reviews • Tes8monials • Success Stories
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Content that educates
• Pictures • FAQs • Anecdotes • ebooks • Ar8cles • Press Releases
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It isn’t just about self-‐ promo8on
• Online conversa8ons • Listening • Customer Service
• Spoeng Trends
• Collabora8on
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Start opening up new access points
Website or Blog
YouTube
Flickr
Digg Stumble Upon
Twiper
Online PR
Slide Share
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Key Sites
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• Search – provide answers (linkedIn) • Content Filter (twiper) • Reviews (yelp/Foursquare)
Know
• Web site/blog (Facebook) • Videos (YouTube) • Pictures (Flickr)
Like
• Comments and Guest Blogging • Expert content (Facebook) • Reviews of you and your company
Trust
Try
Buy
Repeat
Refer
The Marke8ng Hourglasssm
© Duct Tape Marke.ng – all rights reserved
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Before you start -‐ Listen
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4 Great Listening Tools
Delivered To You Recent Comments
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www.Google.com/Alerts
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hpp://search.twiper.com/advanced
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Then – Grab Your Digital Real Estate
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Create a Google personal profile
hpp://www.google.com/profiles
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Local search profiles
• Google Maps • Yahoo Local • Bing • google.com/lbc
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Social search profiles
• Yelp! • CitySearch • Insider Pages
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Being ac8ve in the “blog-‐sphere” is a great way to get found
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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
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Some basic Facebook stuff
• Profile • Fan Page • Groups • Ads
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Create a fan\business page
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Facebook best prac8ces
• Build fan page • Connect with current customers • Post unique content • Repurpose other content • Be consistent • Use ads to promote content
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Facebook Don’ts • Don’t leave your page empty
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Facebook Don’ts • Don’t put pictures up that are not descrip8ve
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Create a LinkedIn personal profile
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Create a LinkedIN company profile
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• 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
LinkedIN Best Prac8ces
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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.
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Who do I follow?
• Twellow.com
• Mr tweet
• Just Tweet It • Tweepsearch.com
• search.twiper
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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
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Taming the beast
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Create a rou8ne
• Daily • Weekly • Monthly • Quarterly
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Dashboards help you organize
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Integrate & Amplify
www.YourCo.com
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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
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